Period 1 New words and expressions
Teaching aims and demands:
(1) To learn some words and expressions .
(2) To use the words and expressions correctly
1 advertise v _为---做广告__________
advertisement n 广告_[C]__________
advertising n 广告业,广告__[U]__________
advertiser n 广告__登广告的人__________
advertise a soap 宣传肥皂 _____________
advertise for a new secretary 登广告招聘新秘书_____________
eg: (1) Amy saw _____in a local newspaper a teaching post at a high school close to where she lived.
A advertised B advertises C advertising D advertisement
(2) Nowadays,some stars like _____because they can _____a lot of money.
A advertisements;bring B advertising;make C to advertise; earn D making advertisements make
2 consider v ___________ 考虑干-----
____________ 认为-------
consideration n ________
considering prep___考虑到_______
eg (1) 你应该考虑到你的健康状况._You should take the state of your health into consideration
(2)______ he has only just started ,he knows a lot about it.
A Considering B Considered C To consider
consideration n
(1). 考虑[U][(+for/to)]
That matter is__under consideration____那件事正在考虑之中。
Before writing your answers please give careful consideration _to__the questions. 请在回答之前仔细考虑一下问题。
(2.) 需要考虑的事;动机,原因[C]
Price and quality are the two chief considerations.
价格和质量是两个主要考虑的问题。
(3). 体贴;关心[U][(+for)]
He __shows no consideration____________________his wife. 他不体贴他的妻子。
词组： in consideration of=in return for/ on account of/ because of _回报/由于_ take---into consideration=take account of/ take…into account _考虑__________
under consideration__考虑中 on no consideration _决不_ out of consideration for_出于_---的考虑
You take quality into consideration. 您必须要考虑到质量问题
We must take into consideration our ability to pay when we import goods.
我们进口必须考虑我们的支付能力。
I always take fuel consumption（消耗） into consideration when buying a car. 我买汽车时总要把燃油消耗量考虑在内.
We may take into consideration accepting government-to-government or non-government loans（ 贷款）only if the conditions permit. （注意宾语后置） 只要条件合适，我们可以考虑接受政府间贷款或非政府间贷款。
under consideration在考虑中，在研究中
3 charge (1) 使---充满 a voice _charged with tension
(2) 控告,指控 charge----with
(3)要价,收费 charge--- for
(4)记在 ---帐上
(5)使承担：使承担任务、责任或义务：charge sb to do/charge sb with
They charged him with the task of watching the young swimmers.
他们让他承担起看护年轻游泳者的任务
n (1) 主管,看管 __in charge of_______________(由----掌管)
_in the charge of____________(在---掌管下)
(2) 费用,价钱 _free of charge_____________(免费的)
(3) in charge 最常见用法是作后置定语，也作表语；表示主管的，负责的：
the person_in charge_________负责人；
the officer_in charge_________ 主管警官；
Who is in charge here? 这里谁负责？
eg (1) How much did the hotel charge you _for______a room for the night?
(2) The police charged him _with_____careless driving.
(3) It is said that he is the manager of the company.In other words ,the company is in the charge of______________him.
4 blame blame sb for sth
blame sth on sb
be to blame
eg (1) ---Who is ______for the accident?
A to blame B to be blamed
(2) Don’t blame it_on him__,_but on me.别怪他,该怪我。
They blamed the failure on ____George.他们把失败归咎于乔
(3)They blamed the secretary for the delay of the plan.
他们怪罪秘书造成计划延误。
5 appeal v (1)恳求,呼吁 appeal to sb for sth /to do
(2) 对---有吸引力,感兴趣 sth/sb appeal to sb
(3) 上诉 appeal to ----against
eg: (1)对露营这种想法我从来不感兴趣__The idea of camping never appeals to me
(2) 他不服判决而向高级法院上诉_He appealed to the high court against his sentence.
政府呼吁每个人要节约用水_The government is appealing to everyone to save water.
appeal n 呼吁,请求；上诉
He made one last appeal_to__ his father_to__ forgive him.
他最后一次恳求父亲宽恕他。
an appea__for___ forgiveness
恳求原谅
The teacher listened to his appeal.
老师倾听了他的要求。
6 keep an eye out for 注意,留言___________
keep an eye on 注意___________
keep watch _注意,提防___________
keep back __扣留,隐瞒___________
keep out 把----挡在外面_____________
keep off __防止,避开,挡住____________
keep up _保持______________
keep up with _跟上_____________
keep---from doing __阻止----干_____________
eg (1) The boss __keeped back_______100$ from my salary with no good reasons.
(2) It is important for us to keep up_________a good state of mind when we take an important exam.
(3)_Keep off______the dog ,It might bite you.
7 attach---to ---- 系在,附在; 与---有联系
be attached to 迷恋,依恋
eg (1) He bought a house with a garage attached a low price.
(2) Do you attach any importance to_____what he said?
(3) We have grown attached____to the old house and would hate to move.
8 convey vt. -veyed, -veying
(1). 运送,搬运,转运[(+from/to)]
Passengers are conveyed by bus to the air terminal.
用公共汽车载送旅客前往航空站。
The truck conveyed machinery across the country.
这辆卡车在全国各地运送机器。
( 2.) 传播(声音等)
A wire conveys an electric current.电线传导电流。
Wires convey electricity.金属线导电。
(3). 传达,传递,表达[(+to)][+(that)][+wh-]
I found__it hard to convey my feelings in words 我觉得难以用言语表达我的感情。
I will convey the information to him.我将把这消息通知他。
If you'll leave a message, I'll convey it to him. 如果你愿意留下口信，我会转告他的。
(4). 转让(财产等)[(+to)]
老农夫将其农场转让给儿子The old farmer conveyed the farm to his son.
比较：convey， carry， transport， transmit
这些动词，当它们指人或物从一个地方向另一个地方运动时，可相互比较。
convey 常常含有持续、有规律地运动或流动的意思。
carry 适用范围很广，但常常表示运动时支撑着某物：
The train carries baggage, mail, and passengers. 火车运送行李、邮件及乘客。
transport 主要限于人或有形物体的常常是长距离的运动：
Huge tankers are used to transport oil.用巨型油轮来运输石油。
The city uses buses to transport students to school.这城市用公共汽车载送学生去学校。
transmit 指经过、发送或传播某物：
Please transmit the stock certificates by special messenger.
请通过特种邮件投递将股票票证寄来。
The cost of transmitting books by air is very high.空运书籍的费用很高。
Step 2 While reading
Read the text quickly and try to get general idea of each paragraph
Paragraph 1__Ads can be found everywhere
Paragraph 2 People react to ads in a variety of ways
Paragraph 3 The basic principle of ads
Paragraph4-6 the functions of ads
Paragraph 7
Paragroph 8
Step 3 Careful-reading
Questions:
(1) How do people react to ads?And why?
___in para 2________________________________________________________
(2) what is the basic principle of advertising?
____para 3_______________________________________________________
(3) What are the advantages of advertising?
___para4-6_________________________________________________________
(4) How bad ads mislead consumers?
__para 7__________________________________________________________
(5) How can we protect ourselves from false ads?
Para 8
§1.1细枝末节
1.The development of media has gone hand ___ hand____ the development of advertising.
A.by;by B.by;with C.in;with D.in;by
答案：C
2.People react to advertisements in different ways.Because .
A.ads are useful and entertaining to some people while annoying to others
B.ads are useful and entertaining
C.ads are annoying
D.ads are not only useful and entertaining but annoying
答案：A
3.When we buy an expensive product, can help us make the right decision.
A.sellers B.ads C.our friends D.defenders
答案：B
4.“Not all ads are used to promote a product or to increase a company’s profits” means .
A.all ads are used to promote a product or to increase a company’s profits
B.few ads are used to promote a product or to increase a company’s profits
C.no ads are used to promote a product or to increase a company’s profits
D.all ads are not used to promote a product or to increase a company’s profits
答案：D
5.In order not to become easy target for ad makers,we must .
A.distinguish between fiction and facts B.watch TV more often
C.believe all the ads D.never believe any ads
答案：A
6.The best chance to reach customers for the advertisers is to .
A.appeal to their emotions B.make interesting pictures
C.give customers proper prices D.send messages to customers
答案：A
§1.2主旨大意
7.Paragraph 4 is mainly about .
A.ads must increase the production
B.ads must reduce the price of the production
C.ads must help companies and customers
D.ads must make a product more expensive
答案：C
8.Which sentence tells us the main idea of Paragraph 5?
A.The most important function of advertising is to introduce the prices of the products.
B.The most important function of advertising is to introduce the types of the products.
C.The most important function of advertising is to introduce new products.
D.The most important function of advertising is to introduce the company where the products come from.
答案：C
9.Why is advertising popular?
A.Because ads are found in newspapers.
B.Because ads are found on the Internet.
C.Because ads are found on TV.
D.Because ads are found everywhere.
答案：D
§1.3推理判断
10.We can infer from the last sentence of the text that .
A.we must learn to believe ads B.we must learn to accept ads
C.we must learn to analyse ads D.we must learn to accuse ads
答案：C
Step 4 Post-reading
Answer the following questions
1 Why is advertising popular?
2 How dose advertising help consumers and companies?
3 Why do advertisers often have to work to attract people’s attention?
4 What is a “bait-and-switch” ad?
5 Make a list of advantages and disadvantages.
Period 4 Language points in reading
1 hand in hand
(1)手拉手地
(2)密切联系
小男孩和他母亲手拉手地 The little boy walked hand in hand with his mother.
肮脏与疾病是密切相关的. Dirt and disease go hand in hand
权和钱密不可分。 Power and money go hand in hand.
by hand 手工,用手-- __________
on one hand,on the other hand 一方面,另一方面 __________
give/lend sb a hand 帮忙 __________
hand in 上交___________
hand down _流传__________
hand out 分发___________
eg: The custom is handed _down____from generation to generation.
2 react
react to 作出反应,反应
react on/upon 影响,起作用
react against 反抗，反对
react with/on 发生化学反应
eg How did she react__to__ the news?
How did your mother react to_ the news? She reacted by getting very angry.
The two react upon each other. 这两者互相影响。
Children tend to react_against______ their parents by going against their wishes.
How do acids react on metals?
酸对金属会起怎样的化学反应?
An acid can react __on__a base to form a salt.
酸和碱反应会产生盐。
3. annoy
(1). 惹恼,使生气;使烦恼 be annoyed with sb/be annoyed at sth
eg His mother ____him___ being so rude to their neighbors.
A annoyed with;for B annoyed for;for
C was annoyed with;for D was annoyed for ;with
We’re annoyed_at___ his impolite treatment of his old friends.
他用这种不礼貌的态度对待老朋友,我们都感到气愤。
The sound of footsteps on the bare floor _annoyed_____the downstairs neighbors. 楼上地板的脚步声吵得楼下住户心烦。
(2) 困扰,打搅
These flies are annoying me. 这些苍蝇一直在打搅我
4 accuse---of 指控,指责
eg She accused him of stealing her watch. 她控告他偷她的表。
He accused his boss of having broken his word. 他指责老板不守信。
He was accused of murder. 有人指控他谋杀
6 by+n/Ving=by means of
Some ads mislead us by showing_____(show)pictures that are only partly true or have been changed better.
7 associate v n_association__________.
(1.) associate----with 联想,把...联想在一起
They associate turkey with Thanksgiving.他们把火鸡和感恩节联系在一起。
这样一场大雪你有什么联想?what do you associate with a such heavy snow?
(2)使联合,使结合[+with]
(3). 使有联系 I didn't want to_be associated with it at all.我根本 不想与这事有牵连。
(4) 结交,交往[+with]
He_associate with all sorts of people他与各种各样的人交往。
Never associate with bad companions. 千万不要与坏人为伍
8 get across
(1). 使...被理解,为人理解
I couldn't get my point across in the debate.
在辩论中我无法清楚地表明自己的观点。
He found it difficult to get his idea across to them.
他发现他难以使他们了解他的想法。
(2) 使信服：使有说服力或可了解：
How can I get across to the students? 我怎样才能让学生心服口服
(3). (使)越过;(使)渡过 I can't get across the river.
9 frequent adj.常见的；频繁的frequency n频率 frequently adv经常地
I enjoyed his_frequent_______ visits.
我喜欢他经常来访。
Frequent failures did not affect his morale（士气）.
屡次失败都没有使他泄气。
Rains are_frequent_ here in early summer. 这儿在初夏季节常下雨。
10 not all/both/every/everything/everyone /everywhere/always----并非
=all--- not/both---not/not---every/---
eg:All the anwers are not right.=None of the answers are right.__并非所有的答案都对
It is not always easy to spot a bad ad._____________________
11 be better able to
12 be aware of 熟悉---- 了解------
学生们应该了解认真学习的重要性Students should be aware of the importance of study.
13 figure
(1) 外形;体形;人影
I saw a figure in the darkness.我看到暗处有一个人影。
(2) 体态;风姿 保持身材_keep figure_______________
She has an attractive figure.
她有迷人的曲线。
She has a slender figure.
她身材苗条。
(3) 人物;名人
He has become a figure known to everyone.
他已成了一个知名人物。
(4)数字
Where did you get those figures?
你从哪儿得到那些数字的?
(5)图表;图解;插图
14 distinguish---from
distinguish---bet ween A and B
Translation:
一种高速发展的产业 a highly developed industry
对广告的反应 react to adverstisements
作出明智的选择make informed decisions
一方面,另一方面on one hand, on the other hand
将产品与消费者的需求联系起来associate the product with customer’s needs
将信息阐述清楚 get information across
投合-------情感 appeal to -----emotions
考虑成本 take the cost into consideration
拥有事实和数据武装 armed with facts and figures
保持体形 keep figure
手拉手 hand in hand
负责,掌管in charge of
留心,注意------- keep an eye out for
他因为考试作弊被指责 He was blamed for cheating in the exam
辨别真伪 distinguish beween fiction and facts
让公众了解社会问题和政府政策 make people aware of social problems and government policies
认真思考,谨慎思考
Step 1 Reading comprehention
(1) How does the language used in ads differ from ordinary languages?
(2) How do companies choose names for their products?
(3) What are the advantages and disadvantages of using a story as an advertisement?
(4) What is strange about the phrases “a free gift” and “an added bonus”
Step 2 Language points
make sense
1 mke sense of
in a sense 某种程度上
eg: The manager has got a good business_____, so the company is doing well.
A idea B sense C thought D thinking
No matter how I tried to read, the sentence _dosen’t make sense_(我还是不懂这个句子)
You are right in a sense_________but you don’t know all about the fact.
2 bargain for/on sth 期望;预备
bargain with sb about (over/for) sth 与---讨价还价
It’s a bargain _便宜货_____________
A bargain price=at a low price
Eg;After much _____,the shop owner agreeed to cut down the price by 2 0%.
A debating B talking C disscussing D bargaining
3 with the purpose of _怀着_----的目的____________
on purpose __故意地____________
4 partly---and partly----一方面----另一方面
我去那儿既是工作需要,有是为了娱乐
I went there partly in business and partly for pleasure.