Unit 5 Getting the message
Reading:
Look at the pictures on page37 and fill in the chart
Items
Ad 1
Ad 2
Ad 3
The products they persuade you to buy
Advanced electronic roducts
Shampoo
Soft drinks
How to persuade
By using abstract design, slogan and pictures
By using wonderful pictures ,slogan and realistic products
By using wonderful pictures, slogan and products
The message each ad gives
High quality,
Help customers to succeed
Create beauty,bring happiness and love to customers
Help athletes to refresh themselves.
How is the information conveyed
Pictures, slogan, spokesman
Products,slogan, pictures
Pictures,slogan, products
Words related to advertising
advertise, advertisement advertiser, brand, post, spokesman, spokeswoman, designer, entertain, promote, customer, slogan, text, writer mislead, humorous, persuasive, broadcast, annoy, appeal to
Pre-reading
Collect advantages and disadvantages of advertisements from the students
Advantages Disadvantages
Provide information Mislead customers
Increase sales Give false or incorrect information
Make the public aware of social problem Raise the price of products
…
1.the first form of advertising : in Greece and Egypt around 1500 B.C.
2.the first printed advertisement: in London 1477
3.the first commercials on radio: about 1920
4.the first commercial on TV: after World War 2
Reading Find out the main idea for each paragraph
Pa1: Ads are found almost everywhere
Pa2: People react to advertisements in different ways.
Pa3: The basic principle of advertisements is to influence customers’ choices.
Pa4: Ads help companies and customers n a variety of ways.
Pa5: the most important function of advertising is to introduce new products.
Pa6: Governments and other organizations use ads to make people aware of government policies and social problems.
Pa7: Customers should be careful of illegal ads.
Pa8: Customers should learn to protect themselves from false ads and make smart choices.
Answer the following questions
Fast reading
1.What is people’s reaction to ads.? P2
2.What is the basic principle of advertising? P3
3.What is the most important function of ads? P5
4.what’s the advantage of good ads? P8
Careful reading
1.Why is advertising popular?
2.How does advertising help consumers and companies?
3.What is the basic principle behind advertisements?
4.Why do advertisers often have to work hard to attract people’s attention?
5.What is a “bait-and-switch” a?
6.How can we protect ourselves from misleading ads?
Choose the best answers:
1.The word “advertising” means to make a product known to . D
A managers through broadcast B leaders by radios
C firms by printed notices D people in various ways.
2.One advantage of advertising is that it helps . A
A increase product sales B make a product more expensive
C increase production D reduce the costs of a product
3.Advertising is a highly developed . B
A information B industry C trade D science
4.The development of radio, television, cinema, magazines and newspapers has with the development of advertising. B
A followed up B gone hand in hand C gone behind D taken place
5. The best chance to reach customers is to . C
A sell them the product B sell them what money can not buy: love, happiness and success.
C appeal to their emotions D reduce the price of the products.
6．The development of media has gone hand hand the development of advertising. C
A. by; by B. by; with C. in; with D. in; by
8.People react to advertisements in different ways.Because . 答案：A
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
9.When we buy an expensive product, can help us make the right decision. 答案：B
A. sellers B. ads C. our friends D. defenders
10.“Not all ads are used to promote a product or to increase a company’s profits” means . 答案：D
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
11.In order not to become easy target for ad makers, we must . 答案：A
A. distinguish between fiction and facts B. watch TV more often
C. believe all the ads D. never believe any ads
12.The best chance to reach customers for the advertisers is to . 答案：A
A. appeal to their emotions B. make interesting pictures
C. give customers proper prices D. send messages to customers
13.Paragraph 4 is mainly about . 答案：C
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
14.Which sentence tells us the main idea of Paragraph 5? 答案：C
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.
15.Why is advertising popular? 答案：C
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.
16.We can infer from the last sentence of the text that . 答案：C
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
T or F
1.People react to advertisements in different ways.( )
2.The basic principle of advertising is fairly difficult.( )
3.Since an increase in sales means an increase in production, the price may be increased, too. ( )
4.Truthful ads provide good information that helps customers to decide whether they want or need the advertised product.( )
5.Perhaps the most important function of advertising is to increase a company’s profits. ( )
6.By using the techniques developed by the advertising industry, governments and other non-profit organizations can spread knowledge, change attitudes and improve society.( )
7.All ads are not used to promote a product or to increase a company’s profits.( )
Difficult sentences
1.The development of radio ,television and other media has gone hand in hand with the development.
2.Customers see so many ads every day that advertisers must work hard to get their message across.
3.The best chance to reach customers is to appeal to their emotions.
4.First of all ,we should always keep an eye out for “hidden information”.
Integrating skills
Fill in the blanks for the revision
Advertising is a highly developed industry. It has gone hand in hand with radio, television and other media.
People react to ads in different ways. Some think ads are useful and help consumers
make informed choices while others accuse companies of using ads to mislead us. Companies can influence customers’ choices by introducing a brand name and by associating products with customers’ needs. There are so many ads for customers that advertisers must try to get their message across by appealing to their emotions.
Ads help companies and customers in all kinds of ways. They can help companies increase sales . At the same time , they help customers choose among all the available products. In fact, truthful ads provide good information,and help customers compare feathers, functions and costs. Some governments name a famous person as their spokesman or spokeswoman to make people aware
of their social problems and policies.
Customers should protect themselves by keeping an eye out for bad ads, telling false information from real facts and making good choices.
II Lead-in
1 what product do they persuade you to buy?
2 what information about product can you get?
3 How is the information conveyed?
4 What are the skills of making good ads?
III Reading
1 How do the ad-makers create a positive image of the product they are promoting?
2 How do ad-makers choose a name for the product?
3 What kind of slogans should be used to make the consumers to form a positive image? Can you give an example?
4 How are the ads presented ?
How to create a positive image of the product
Choose the words and brand names --- tell the consumer about the advantages of the product ---choose a funny name（use a well-known word--- choose names from old stories--- invent a new word ）
A good slogan（ should be catchy --- easy to remember --- convey a message）
Ads are started with a puzzle or question And presented in a humorous way
1.in order to 为的是;目的在于
2.take …into consideration 考虑某事物
3.compare…with… 把……与……比较(对比)
4.complain about 对某人与某物抱怨
5.in charge of… 负责;处于控制或支配的地位
6.hand in hand 手拉手;密切关联的
7.with the develop of 随着……发展
8.on the other hand 另一方面
9.get… across 传播或为人理解
10.instead of 代替(后面接名词代词动名词或介词短语)
11.appeal to 呼吁;上诉;投合(兴趣或心愿)
12.armed with用…… 做准备;备有
13.make sb. aware of 使人明白;觉察;意识到
14.keep an eye out for 留心或注意到某人或某事物
15.protect…from… 防护而不受
16.at the right time 在恰当的时候
17.point out to (向某人)指出;使注意
18.make sense 有意义;有道理;讲得通
19.accuse…of… 指责;控告
20.attach to 系;贴;固定;附着
21 differ from 不同于
22 attach to/connect with 附着/联想
23 attach importance to 给予重视
24 start with 以 开始
25 with the purpose of 以 为目的
26 point out 指出
27 refer to 指/参考
28 think twice 慎重考虑
Unit 6
Reading
Read the text then answer some questions.
1 When did we decide to move to another place? 1845,10
2 How long did the journey last? About a year
3 What is our first destination? India Greek in Kansas
4 Is the journey hard? Can you make some examples about it?
Yes, it is hard. You can make many examples.
Listening
Listen to the tape carefully then do these exercises.
Post-reading
Exercise1. True or False
1 We traveled alone. (F with many other families)
6 When a young man in our group suggested that I stay behind with the children and wait for help, I agreed. (F I didn’t agree.)
( )7 When the animals smelt the water, they all ran.
Exercise 2
Choose the best answers
1.The reason why my father wanted to go to California is that . 答案：C
A. California was in desert B. California was far away
C. California was a wonderful land described in a book
D. California was the largest state in the USA
2.People moving to the west would meet in . 答案：A
A. Kansas B. California C. Salt Lake Valley D. Salt Lake Desert
3.On which day did the author enter the Salt Lake Desert? 答案：B
A. April 12. B. November 4. C. October 15. D. December 25.
4.Why did the travelers call their ninety-mile drive through the Salt Lake Desert the “Long Drive”? 答案：D
A Because the landscape was dry and barren. B. Because water was salty and not drinkable.
C. Because their water supply was so low. D. All of the above.
5.After the travelers burnt their wagons, they had to go on their feet with another miles to go. B
A.2 500 B.500 C.90 D.45
6.Why didn’t the author stay behind with the children and wait for help? A
A. Because that meant he/she would die.
B. Because he/she knew that children were tiresome.
C. Because he/she knew that there was a wagon waiting for him/her.
D. Because he/she felt he/she could get a prize by his/her father.
7.The animals almost ran when the travelers reached the edge of the desert, why? 答案：C
A. Because they were tired and weak. B. Because they had no burden.
C. Because they must have smelt the water. D. Because they went back to their home.
8.How long did the author spend finishing the journey? 答案：A
A. More than 40 months. B. About 2 months.
C. About a year. D. About a year and a month.
9.From the text, we can infer . 答案：D
A. the author and the travelers had to go all day and all night long
B. there was no oxen left when the travelers reached California
C. many travelers died when their days of hardship came to an end
D .it’s a long way to travel from the author’s hometown to California
10.The best title of the text is . 答案：B
A.A Journey To California B. Long Drive
C. The Salt Lake Desert D. Enjoy Your Life
Questions:
1 Where in the text do you find evidence that the wagons were not he most suitable means of transport? You can find your answers in paragraph 3.
2 Why did the travelers call their ninety mile-drive through the Salt Lake Desert the “long drive”?
We had to travel long without water or grass for the animals to eat. It was hard.
3 What can you learn from this reading passage? What impresses you most?
1)After suffering from many difficulties, we can live a better life. Facing the hardship, never give up, etc.
2)The courage of the people impresses me most.
1.believe in 信任;信耐
2.stand for 代表;代替
3.adapt to 适宜
4.lose heart 灰心;泄气
5.be cast away (被)抛弃
6.give up 放弃
7.less than 少于;不足
8.set off for 开始(旅程;赛跑);出发
9.move on 继续前进
10.take the way 出发;首途
11.lose one’s way 迷路
12.hang out 伸出
13.in desperate need of 在极度需要的(时候)
14.on our feet=on foot 步行
15.be accustomed to doing sth. (通常用于被动语态)习惯于
16.suffer from 患病;遭受……之苦
17.hurry on to (with) 赶紧办理;急急忙忙地去做某事
18.stop to do sth. 停下来去做某事
19.start doing sth. 开始做某事
20.go on all fours 用四肢
21.(at)the edge of of (在)……边缘
22.stare at 瞪视; 凝视
23.come to an end 结束;终止
24.a race against time 与时间赛跑
25.save…from 挽救……免于
26.take up to 占用(时间;空间)
27.at stake 在危险中;关系重大
28.risk one’s life to 冒险去做某事
29.apply…to… 运用;应用
30.add up (两个或两个以上的数量或量)加起来
31.take it easy 别紧张;放松点
32.keep up 维持;保持;使某事处于高水平
33.common sense 常识;情理
34.leave behind 忘带;留下
35. live through sth. 经历某事物而幸存
36.tie up 系;拴;捆
37.go for 为……去;努力获取
Unit 7
Step one . Answer the following questions.
1.When does the story happen ?
2.Who is Ebenezer Scrooge ? Which word is he always to comment everything ?
3.Who is Bob Cratchit ? What does he want to do ?
4.What does the gentleman want to do ? Has he Promised ? What happened to Scrooge ?
Step2.Judge the following sentences True or false
1.It was cold in scrooge’s office and Bob had to warm himself over the candles. T
2. Scrooge was willing to let Bob have a day off because it would be Christmas the next day. F
3. Scrooge was invited by his niece and he accepted happily. F
4. A gentleman arrived at Scrooge’s office because he wanted to collected money for the poor. T
5. Scrooge didn’t want to give the poor any money because he was poor himself. F
6. According to the dialogue, in Scrooge’s dream he met his old friend ------Jacob Marley. F
Step three : Fill in the blanks according the passage
It was the day before Christmas and the weather was terrible . Bob wanted to have a day off in order to have a good Christmas dinner but his boss , Scrooge, who was cold , mean and only interested in making money didn’t allow him to do so at first. Scrooge’s nephew--- Fred wanted to invite Scrooge to attend their Christmas dinner but he was refused . A gentleman who wanted bo connect some money for the poor was also turned down by Scrooge. At last when all the others left Scrooge had a dream , in which he Santa Claus
Integrating Skills
Divide the play into 3 parts. Try to find out what caused Scrooge to turn over a new leaf.
Find out something about the firs scene
Place:_ The place where Scrooge live once lived
The time when Scrooge was young.
Time: Young scrooge and his girlfriend
The girl wanted to be separated from Scrooge
Characters: Scrooge cared nothing except money
Event: He felt very uneasy.
In the second scene, Scrooge saw the Christmas party held in Bob Cratchit’s houses. Judge the following sentences True of False .
1.In the dream it was Christmas Eve and the Cratchits were having a Christmas dinner. 2. In the dream Tiny was ill but his father couldn’t afford the medicine for him.
3. These things really happened to the Cratchits. F
4. On seeing the scene Scrooge wanted to change his life.
5. Scrooge ordered a big Christmas tree for the cratchits’. F
Scene 3
From here we say the Scrooge turned over a new leaf. How did Bob Cratchit feel when he saw Scrooge and his turkey ? D
A. Satisfied B. Interested C. Angry D. Surprised
He hadn’t expected that Scrooge would be so generous
Choose the best answers
1.Christmas is traditionally celebrated on . 答案：B
A. December 24 B. December 25 C. December 30 D. December 31
2.Which of the following is not true according to the dialogue? 答案：A
A. The business is now owned by Scrooge and his partner, Marley.
B. Marley died on December 24th.
C. The gentleman tried to persuade Mr Scrooge to do something good for the poor.
D .Many thousands of people don’t have enough money to keep themselves warm.
3.Ebenezer Scrooge is . 答案：D
A. a warm-hearted boss B. a lazy kind boss
C. a hospitable boss D. a greedy ungenerous boss
4.According to the dialogue,which of the following sentences is right? 答案：C
A. Nothing happened when the clock struck one.
B. Scrooge’s eyes were wet because he had a cold.
C. The girl who used to love Scrooge has married another man.
D. Scrooge,a kind old man is always commenting on everything by saying “Humbug”.
5.In the sentence,“He is cold, mean and selfish old man ”,“mean” is . 答案：D
A.有技巧的 B.心情不好的 C.普通的 D.吝啬的
6.From the dialogue, we can infer . 答案：C
A. Fred helps Scrooge become a helpful man
B. everyone does wish Ebenzer Scrooge a merry Christmas
C. Ebenzer scrooge corrects his mistakes and makes a fresh start
D. Scrooge’s partner, Marley died at Christmas
7.The main factor that makes Mr Scrooge change his mind is that . 答案：A
A. he feels afraid the bad thing will happen to him in the future
B. he regrets what he did in the past
C. he is moved by what Santa Claus says
D. he loses his fortune and becomes a poor man himself
8.What can’t be concluded from the passage? 答案：D
A. People usually have turkey for Christmas.
B. The place they live in is cold in winter.
C. Bob is quite astonished Scrooge’s generousness.
D. All the poor people can enjoy a merry Christmas now.
9.According to Fred,Christmas is the day of the year when people . 答案：D
A. think of the past and look forward to the future
B. put valuable things in their pockets
C. have dinner together
D. show kindness to people and help others
10.Mr Scrooge is reluctant to open his heart to the poor because . 答案：D
A. there are plenty of prisons in the world B. he is poor himself
C. the union work houses can help the poor
D. he only cares about his own business and never shows kindness to others
Phrases
1.care for 喜爱；照顾
2.in the race to do sth. 在做某事的竞赛中
3.put on 穿上
4.so far 至此
5.in want of 需要
6.at this festive season of the year 在一年中喜庆的季节
7.close up （尤指暂时）关闭；使靠近
8.leave alone 不管；随…去
9.toast to 干杯
10.date back to 追溯到（过去的某个时间）
11.on the contrary 相反
12.have an eye for 关注；能判断；能欣赏
Unit 8
Fast reading
1 What is the most puzzling question in learning our mother tongue?
2 If we develop our study skills and way of learning, is learning foreign language twice as hard or as easy?
Careful reading
Tell the sentences true or false
1 Although experts don’t agree each other, they all share a common opinion :Life is a very successful language school. T
2 We study our mother tongue all day long for about 5 years before we master it. But we only spend a few hours a week and in a few years’ time we can speak a foreign language. T
3.Successful language learners usually step away from the academic challenges. F
4The less anxious and more relaxed the learner, the worse their language acquisition.F
Choose the best answers
1.Most children have mastered their mother tongue . 答案：C
A. at the age of five B. by the age of eight C. before they are five D. since they were five
2.Successful language learners do share the following characteristics except . 答案：A
A. the ability to memorize the words B. an interest in understanding their own thinking
C. willingness to take chances D. confidence in their ability
3.The best option for the exchange students is . 答案：A
A. living with local people B. living in the dormitory
C. choosing exchange programmes at various academic levels at a reasonable cost
D. making friends with the other students
4.The disadvantage of studying abroad is . 答案：B
A. language and culture B. cost and safety C. custom and culture D. exchange programme
5.Visiting students do the following things except . 答案：C
A. staying in the host family’s house B. eating in the host family’s house
C. becoming a member of the family D. keeping in touch with the host family afterwards
6.Before going out to study in a foreign country,you should not . 答案：C
A. care much about the money that may cost you B. collect as much information as possible
C. plan a long course to study D. discuss every detail with your family
7.The sentence “Life is a very successful language school” means . 答案：B
A. we are equipped with a special ability to learn language
B. the key to learn the language well is to communicate with the people around us
C. parents can give children language lessons
D. people can learn the language by themselves
8.What makes it easier to study abroad nowadays? 答案：D
A. The cost has become reasonable. B. There are programmes for all levels.
C. Students can find “home-stay” service and live with the host family.
D. All the above.
9.The greatest value of an exchange student studying abroad is . 答案：C
A. to learn the language B. to widen one’s views and understand the culture of other country
C. to get better idea of yourself and your own culture D. to learn to be independent of oneself
10.What’s the purpose of writing this article? 答案：C
A. Learning a foreign language is twice as hard as learning our mother tongue.
B. Learning a foreign language is more important than learning our mother tongue.
C. Learning a foreign language is twice as easy if we develop our study skills.
D. In fact,the number of people learning a foreign language has increased with years.
Decide which language ( mother tongue or foreign language) each of the sentences below
A We learn quite fast.
B We are not taught but learn anyway. M
C Some people think that we are born with an ability to learn this. M
D We can learn faster if we develop study skills.
E Most people have mastered this by the age of five. M
F We learn this in a special place where we can get help.
G It takes longer to learn this. M
H We Learn this by communicating with others. M
Main idea of each paragragh .
1. The environmental factor of learning mother tongue.
2. Different opinions of language experts.
3. The difference between learning mother and learning a foreign language.
4. The characteristics of successful language learners.
5.Different learning ways of successful language learners
6. The importance of the purpose of learning.
The purpose of writing the passage to tell us that learning a foreign language does not have to be twice as hard as learning our mother tongue.
Integrating Skills
What is the best way to learn a language ? Why ?
I think the best way to do this is to go to a country where the language is spoken.
We can use the language at any places at any time . It’s good for language learning.
2. Is it possible for you to study abroad ? Yes, it is.
3. What should you do before you go abroad?
We should find out as much as possible about different programmes, including the cost and length of our stay.
4. Can you list the advantages and the disadvantages of studying abroad ?
Advantages of studying abroad
1). become fluent in the new language
2). make friends with people from different background.
3). Understand another culture
4). broaden your horizons and improve your understanding of the world
5). learn about yourself and what your culture is really like
6). learn to depend on yourself
Disadvantages of studying abroad
1). Some of them may fall behind in their studies when studying abroad.
2).They may not be able to take classes at the same level as at home.
3). Parents worry about the safety of their children and may also be concerned about the cost.
Choose the main idea of each paragraph
Para. 1 It is possible for a student of any level to study a foreign language in a country where the language is spoken.
Para. 2 Advantages of studying abroad.
Para. 3 disadvantages of studying abroad.
Para.4 What should you do in order studying abroad ?
Phrases
1.make progress 前进；进步
2.make sense of 弄懂…的意思
3.in other words 换句话说；换言之
4.take risks/a risk 冒险
5.experiment with 进行试验；进行实验
6.piles of 一大堆；一大批；一大团
7.knock down 击倒；撞倒
8.that is to say 也就是说
9.fall behind 落后
10.be different from 与…不同
11.communicate with 与…联系；与…交流
12.distinguish…from… 把与区别开来
13.adjust to 调整；调节；使适合；使便于使用
14.in the process 在进行；经过；在…过程中
15.in common （团体）共同的；公有的
16.make mistakes 犯错误
17.make friends with 与…交朋友
18.take (an active ) part in （积极）参加
19.take patience to 有耐心去做….