(共69张PPT)
UNIT 6 THE MEDIA
Section B LESSON 2 & LESSON 3
Part 1 Reading comprehension
Part 2 Language points
目 录 索 引
Part 3 Grammar
Part 1 Reading comprehension
第一步 速读课文 理清脉络
Activity 1 Read for the main idea.
What is the text mainly about
A.The definition of advertisements.
B.Different types of advertisements.
C.The development of advertisements.
D.Different attitude towards advertisements.
C
Activity 2 Skim for the main structure.
The Advertising Game
Types Designs 1. Drawbacks
Classic ads give information about finding certain 2. to tell people what the company sells,where they are located and the name of the product not suitable for a marketplace where products and services are in direct competition with each other
not 3.
Purposes
products
attractive
The Advertising Game
Modern ads consist of experts’ pictures and 4. apply modern design techniques to show people how good the product is to make ads 5. attractive not enough to be noticed in a modern city
Improved modern ads combine the highest standard of design with creative ways use concepts including freedom,happiness, 6. and success to stand out in a world of competitive advertising to make people believe that they “must have the product” repeating 7.
not effective
It does not matter how attractive the idea linked with the product is.
words
visually
wealth
old ideas
The Advertising Game
Further improved modern ads use 8. as well as new and unusual ideas create something interesting to make people notice their products
to make people forget someone is trying to sell them something
Public ads help to increase public knowledge about topics that used to be 9. by most people to encourage citizens to participate in improving their neighbourhood, protecting the environment,and helping other people
to 10. the public on fighting AIDS,saving water,helping the poor,giving up smoking,etc.
humour
ignored
educate
第二步 精读课文 领悟细节
Activity 3 Read the text carefully and choose the best answer.
1.According to the writer,advertisements like “Shanghai Sewing Machines” or “Tsing Tao Beer Corporation” are .
A.classic B.attractive
C.competitive D.suitable
2.Nowadays,advertisements with are more attractive to people.
A.ideas linked to the products
B.high standards of design
C.concepts of freedom,happiness,wealth and success
D.high standards of design and ideas linked to the products
A
D
3.The top advertisers use humour as well as new and unusual ideas .
A.to persuade people to buy their products
B.to make people notice their products
C.to create something new
D.all of the above
4.Public advertisements are made to encourage people to .
A.help other people
B.make contributions to society
C.improve their neighbourhood
D.protect the environment
D
B
Activity 4 思考分享 提升思维
1.What has been the driving force for the development of advertisements
2.What factors attract you to advertisements
略
Activity 5 诵读佳句 学练写作
1.Read the text carefully and find the sentence(s) stating the basic purpose of advertisements at the very start.
2.Read the text carefully and find the sentence(s) describing the contributions of public advertisements.
The advertisement industry started with the fundamental purpose of promoting and selling goods to people who might need them.
These advertisements have helped to increase public knowledge about topics that used to be ignored by most people,and this has made our society a better place for everyone.
第三步 深读课文 融会提能
Activity 6 课文语篇填空
The advertising industry that started with the purpose of promoting and selling goods has gone through changes because of the developments of society,economy and technology.
Classic ads used to give information about finding certain products,the location of the company and the name of the product.Though they were effective,they mightn’t be 1. (suit) for products.It’s normal to see ads that consist of pictures or words from experts 2. (show) people how good the product is in order to hold people’s attention.Moreover, some ads apply modern design techniques to make the ads 3. (visual) attractive.
suitable
to show
visually
As the development of advertising,modern ads combine the
4. (high) standard of design with creative ways by using the
5. (concept),which can make them stand out in 6. world of competition.Today’s top advertisers make people notice their products by using humour 7. (aim) to create something that has never been seen before.
However,not all advertising is about selling products and services for a profit.Public ads encourage citizens 8. (participate) in improving their neighbourhood,protecting the environment,and helping other people.Having sponsored ads to educate the public 9. fighting AIDS,saving water,etc.,the government tries to increase public knowledge about topics that used to 10. (ignore) by most people.
highest
concepts
a
aiming
to participate
on
be ignored
Activity 7 长难句分析
1.But then they realised that it might not be suitable for a marketplace where products and services are in direct competition with each other.
[句式分析] 引导宾语从句,作realised的宾语
But then they realised that it might not be suitable for a marketplace where products and services are in direct competition with each other.
引导定语从句,修饰marketplace
但后来他们意识到,在产品与服务彼此直接竞争的市场上,这种广告可能不太适合。
2.Their aim is to create something that has never been seen before and that people find interesting.
[句式分析] 引导定语从句,修饰something
Their aim is to create something that has never been seen before and that people find interesting.
引导定语从句,修饰something
他们的目的是创造一些人们从未见过又觉得有趣的东西。
Part 2 Language points
基础落实 必备知识全过关
重点单词
必记写作词汇
1. vt.亲身经历;目击 n.目击者;证人
2. n.地点
3. vt.创始,创造
4. vi.& vt.缝,缝纫;缝制;缝补
5. n.预算vi.& vt.把……编入预算
6. vt.把……联系起来 n.联系,关联
witness
spot
originate
sew
budget
link
7. vt.预期,预料
8. n.利润,收益,盈利
9. n.社区,住宅小区,街坊
10. vt.赞助,资助;为……担保 n.赞助商;资助者
anticipate
profit
neighbourhood
sponsor
识记阅读词汇
11.high-definition adj.
12.upload vi.& vt.
n.
13.corporation n.
14.interactive adj.
15.fundamental adj.
16.agency n.
17.boost n.
vt.
18.welfare n.
高清晰度的
(使)上载,上传
上载(上传)的信息
大型公司;企业集团
互动的,交互的;合作的
根本的;基本的;基础的
代理处
增长
促进,推动
幸福,健康;福利
串记拓展词汇
19. vi.& vt.为……做广告→ n.广告
→advertising n.广告(业)→advertiser n.广告商
20.record v.录制;录音→ n.录制品
21.free adj.自由的;空闲的→ n.自由
22.commerce n.商业→ adj.商业的,商务的
23.technology n.技术;工艺→ adj.技术的;科技的;工艺的
24. vt.位于→location n.位置
25.suit v.适合;使适宜 n.一套外衣;套装
→ adj.合适的,适宜的
→suitably adv.合适地;适宜地;适当地
advertise
advertisement
recording
freedom
commercial
technological
locate
suitable
26. vt.吸引→attraction n.吸引力;吸引人的东西;名胜
→attractive adj.有吸引力的,有魅力的
27.vision n.视觉→ adj.视觉的,视力的
pete v.竞争→competition n.竞赛;比赛
→ adj.竞争性强的,有竞争力的
29. vi.& vt.(使)结合,(使)组合→combination n.结合;联合
30.genuine adj.真正的;真诚的→ adv.真正地
31. vi.参加,参与→participation n.参加;参与
→participant n.参与者
attract
visual
competitive
combine
genuinely
participate
【掌握构词规律 快速记牢单词】
动词加后缀-ing构成名词,例如:
recording n.录制品;planning n.规划;setting n.设置;running n.跑步; being n.存在,生物;building n.建筑物,房屋,大楼;crossing n.十字路口,人行横道; feeling n.感觉;greeting n.祝贺,问候;hearing n.听力;meaning n.意思,含意; opening n.开放,口子;painting n.油画,绘画;parking n.停车;reading n.阅读,朗读;saying n.说,俗话,谚语;spelling n.拼写,拼读;suffering n.痛苦,苦难;training n.培训;turning n.拐弯处,拐角处
重点短语
1. 当场;当下
2. 切断,关掉,停止
3. 过去常常做某事
4. 把……和……结合起来
5. 起源于……
6. 把……和……联系起来
7. 结果
8. 因为
9. 经历;仔细查看,检查;通过
on the spot
cut out
used to do sth
combine...with...
originate from
link...with...
as a result
due to
go through
10. 由……构成
11. 突出
12. 把……和……区分开来
13. 为……作贡献
14. 参加
15. 找出;査明;发现
consist of
stand out
separate...from...
make a contribution to
participate in
find out
要点探究 能力素养全提升
基础词汇——语境记忆
1.fundamental adj.根本的;基本的;基础的
【佳句背诵】Hard work is fundamental to success.[议论文]
勤奋工作是成功的基础。
2.boost n.增长 vt.促进,推动
【佳句背诵】They’re putting up new hotels in order to boost tourism in the area.[景点介绍]
他们正在盖新旅馆以促进该地区的旅游业。
3.participate vi.参加,参与
【佳句背诵】I really hope you can participate in the ceremony next month.[邀请信]
我衷心希望你能来参加下个月的典礼。
高频词汇——讲练互动
1.cut out切断;停止;关掉;删去
cut down 把……砍倒;割掉
cut in 插嘴,打断;插队
cut...off 切下;切断(来路或去路),使……与外界隔绝;阻挡
cut up 切成小块;切碎
【佳句背诵】The people who cut down trees here have been punished.[活动描写]
在此伐树的人已经受到了惩罚。
He always cuts in when other people are talking.[人物描写]
他总是在别人说话时插嘴。
The floods cut us off from our homes.[活动描写]
洪水切断了我们回家的路。
She cut the cake up and gave everybody a slice.[人物描写]
她把蛋糕切成小块,给每人分了一块。
【即学即练】单句语法填空
(1)My mother cut some meat and cooked some meatballs for us.
(2)Let’s cut talking and get back to work.
(3)The village was cut by heavy snow for a month.
(4)The trees were cut to make way for a new road.
(5)I was enjoying the dance until that rude man cut .
up
out
off
down
in
2.interactive adj.互动的,交互的;合作的
(1)be interactive with 与……一起活动;与……相互合作
(2)interact vi.相互作用;相互联系;相互影响;互动
interact with sb 与……相互合作;与……一起活动
interact with sth 与……相互作用或影响
(3)interaction n.相互作用;相互影响;互动交流
【佳句背诵】Vocabulary learning is an interactive process between input and output.[建议信]
词汇学习是一个输入和输出相互影响的过程。
Playing games and singing songs provide the opportunity for classroom interaction.[活动介绍]
玩游戏和唱歌提供了课堂互动的机会。
We do still need the human touch or the human interaction,particularly when people are depressed.[议论文]
我们仍然需要人与人之间的接触或互动,尤其是当人们情绪低落的时候。
Compared with teens a couple of decades ago,the way they interact with traditional media like books and movies is fundamentally different.[议论文]
与几十年前的青少年相比,他们与书籍和电影等传统媒介互动的方式是完全不同的。
【即学即练】单句语法填空/单句写作
(1)The immune system (interact) with both the nervous system and the hormones(激素).
(2)The online classroom provides an innovative and (interact) learning environment.
(3)Price is determined through the (interact) of demand and supply.
(4)他们学习如何在这个过程中与同龄人互动。
They learn ________ ________ ________ ________their peers in the process.
(5)该软件也允许你与你的朋友相互合作,扩大你的社交媒体经验。
The application also allows you to your friends, extending your social media experience.
interacts
interactive
interaction
how to interact with
be interactive with
3.witness v.亲身经历;目击;作证 n.目击者;证人
be (a) witness to sth 目击/看见某事发生;证明某事
bear/give witness to sth 为……作证;证明
witness sth 目击某事发生;是发生……的时间(或地点)
【佳句背诵】My good health is a witness to the success of the treatment.[推荐信]
我的健康身体证明这种疗法是成功的。
A taxi driver gave witness to having seen the accused enter the building.[活动描写]
一位出租车司机作证说看到被告进了那座大楼。
We have witnessed great changes in our hometown.[环境描写]
我们目睹了家乡的巨大变化。
【即学即练】单句语法填空/单句写作
(1)His whole life was witness to his honesty.
(2)The driver claimed to (witness) the attack.
(3)The witness who (witness) the accident gave witness it and promised to be witness.
(4)过去的30年见证了中国的快速发展。
The past 30 years ______ _________ ________ _______ _____________.
a
have witnessed
witnessed
to
a
has witnessed China’s rapid development
4.spot n.地点;斑点;污迹 vt.发现;注意到;看出,认出
on the spot 在现场;当下;当场
hit the spot 发挥正当作用;适得其用;恰到好处
spot sb doing sth 发现某人做某事
【佳句背诵】James was called to see the producer and got the job on the spot.[活动描写]
詹姆斯被叫去见制片人,并当场得到了那份工作。
The police spotted him driving a stolen car.[活动描写]
警察发现他开着一辆偷来的汽车。
【即学即练】语境辨义/单句写作
(1)The girl was wearing a black skirt with white spots.
(2)They stayed at several of the island’s top tourist spots.
(3)His jacket was covered with spots of mud.
(4)事故发生的时候,我在现场,目击了发生的一切。
____ ____ ________ ________ ________when the accident happened and saw everything that took place.
(5)一整天下来,我发现他只是在训练时看了我几次。
I ________ ________ ________ ____________ _______several times during training throughout the day.
斑点
地点
污迹
I was on the spot
spotted him just watching me
5.advertising n.广告(业)
(1)advertise vi.& vt.为……做广告
advertise for 登广告征求
advertise for sb to do sth 登广告招聘某人做某事
(2)advertisement n.广告;广告宣传
(3)advertiser n.广告商
【佳句背诵】I’m writing for the post you are advertising for in the newspaper.[求职信]
我写信是为了你们在报纸上登广告招聘的职位。
She scanned the advertisement pages of the newspapers.[人物描写]
她浏览了报纸的广告页。
【即学即练】单句语法填空/单句写作
(1)If you want to sell your old sofa,why not put an (advertise) in the local paper
(2)We are currently advertising a new sales manager.
(3)As is (advertise),there will be various Chinese paper-cuttings on exhibition,and whoever present will be given a work of a paper-cutting as a gift.
(4)The nursing home is advertising for a volunteer (help) look after the patients.
(5)它们大多数都和宣传的一样有效。
Most of them are ________ __________ _______ ____________.
advertisement
for
advertised
to help
as effective as advertised
6.go through遭受,经历;仔细查看,检查;(法律、合同等正式)通过
go across 穿过,横过
go out 走出,出去;熄灭
go over 搜查,检查
【佳句背诵】He is going across the field.[人物描写]
他正在穿越田野。
The flame of the burning candle soon went out.[环境描写]
那支燃烧的蜡烛的火焰很快就熄灭了。
A woman police officer was going over the girl in a small room when the telephone rang.[活动描写]
电话铃响时,一位女警官正在一间小屋里搜查那位姑娘。
【即学即练】语境辨义
(1)He’s amazingly cheerful considering all he’s had to go through.
(2)She went through the company’s accounts,looking for evidence of cheat.
(3)They are all glad that the bill was gone through.
经历
仔细查看
正式通过
7.suitable adj.合适的,适宜的
(1)be suitable for 适合于
be suitable to do sth 适合做某事
(2)suit v. 适合;使适宜
n. 一套外衣;套装
suit...to... 使……适合于……
(3)suitably adv.合适地;适宜地;适当地
【佳句背诵】You’re not suitably dressed for a party.[建议信]
你穿这样的衣服参加聚会并不合适。
This book,written in simple English,is suitable for beginners.[推荐信]
这本书是用简单的英语写的,适合初学者。
This piece is not suitable to be played in the open air.[建议信]
这首曲子不适合露天演奏。
He suited his speech to the audience.[人物描写]
他使自己的演说适合听众。
【即学即练】单句语法填空/单句写作
(1)His ambition is to make a film that is suitable children.
(2)It is not suitable for you (dress) like that for a party.
(3)We need to find someone (suit) to replace Mary.
(4)他不适合这项工作。
He wasn’t ________ ________ the job.
(5)他力求使自己的课程适合学生的年龄。
He tries to ________ ________ ________ ________the age of his pupils.
for
to dress
suitable
suitable for
suit his lessons to
8.attract vt.吸引
(1)attract sb to sb/sth 吸引某人关注某人/某事
attract one’s attention 吸引某人的注意力
(2)attraction n.吸引力;吸引人的东西;名胜
(3)attractive adj.有吸引力的,有魅力的
【佳句背诵】The new dress styles are very attractive.[推荐信]
这些新衣服的款式非常引人注目。
What first attracted the young children to him was his sense of humour.[人物描写]
首先吸引孩子们关注他的是他的幽默感。
What I said didn’t attract his attention.[活动描写]
我所说的话没有引起他的注意。
【即学即练】用attract的适当形式填空
(1)The church is the town’s main tourist .
(2)He was handsome and intelligent and obviously very to the girls.
(3) more consumers,many online shops provide great discounts on that day.
(4) by the beauty of nature,the girl decided to spend another two days on the farm.
attraction
attractive
To attract
Attracted
9.consist of由……构成
consist in=lie in 在于,存在于
【佳句背诵】Happiness consists in struggle.[议论文]
幸福在于奋斗。
The exercise consists of stretching and contracting the leg muscles.
此项训练包括伸展和收缩腿部肌肉。
【温馨提示】
consist of不用于被动语态。
【即学即练】语境辨义/单句语法填空
(1)True education does not consist in simply teaching facts.
(2)Their diet consisted largely of vegetables.
(3)The beauty of this picture consists its balance of colours.
(4)The committee consists ten members.
在于
由……构成
in
of
10.stand out 突出
stand by 袖手旁观;支持或援助;忠于
stand up 起立,站起来;站得住脚
stand for 代表;支持,主张
【佳句背诵】He is sure to stand by you in this matter.[建议信]
在这件事上,他一定支持你。
There were no seats left so I had to stand up.[活动描写]
没有剩余的座位了,所以我只能站着。
John always stands for what is right.[人物描写]
约翰一贯支持正确的事情。
【即学即练】单句语法填空/单句写作
(1)We stand firmly peace and against war.
(2)My teacher is a man who stands his promises.
(3)He told the men to stand straight.
(4)那种字体在深色背景下十分醒目。
The lettering ____________ ________ well against the dark background.
(5)她是那种在人群中很显眼的人。
She’s the sort of person who ________ ________ ______ ______ ________.
for
by
up
stands/stood out
stands out in a crowd
11.combine...with...把……与……结合起来
(1)combine v.(使)结合;联合
combine...and... 把……与……结合起来
combine to do sth 联合起来做某事
(2)combination n.结合;联合
in combination (with) (与……)联合/结合
【佳句背诵】He couldn’t always combine work with/and pleasure.[人物描写]
他不能总是把工作与快乐结合起来。
Several factors combined to harm our friendship.[活动描写]
几种因素综合起来伤害了我们的友谊。
The firm is working on a new product in combination with several overseas partners.[活动描写]
公司正在联合一些海外合作伙伴制造新产品。
【温馨提示】
表示“把……与……相连接”的短语还有:
connect...with/to...;associate...with...;link...with/to...;relate...to...等。
Connect the hose to the tap and turn on the tap.
把软管接在水龙头上,打开水龙头。
I always associate the smell of these flowers with my childhood.
我一闻到这种花香,就联想到我的童年。
【即学即练】单句语法填空/单句写作
(1)Only when combined practice can our theory become reliable knowledge.
(2)It is an essential principle that we should ________ ________ __________ ________ (把理论和实践相结合).
(3)He carried on the business ______ _____________ ________(与……联合) his friends.
with
combine theory with/and
practice
in combination with
多义词汇——自主练透
一词多义
profit
A.v.获益;得到好处 B.n.利润,收益,盈利 C.n.好处;利益
1.You can improve your chances of profit by sensible planning.
2.Future lawyers could study this text with profit.
3.I have profited from your advice.Thanks so much.
B
C
A
重点句式——多维剖析
1.be likely to do sth 可能做某事
【教材原句】It was likely to be the name of a company,part of which might include the name of the place from which the product originated.
它很可能是一家公司的名称,其中一部分可能包括产品的原产地名称。
It is likely that... 意为“……很可能……”。
【佳句背诵】It was likely that John would win the 200-metre race,but he fell to the ground and missed the chance.
=John was likely to win the 200-metre race,but he fell to the ground and missed the chance.[活动描写]
约翰很可能赢得200米比赛,但他摔倒在地并错过了机会。
【即学即练】单句写作
(1)他可能在桃花节开幕式上表演。
He _______ ________ _______ _________on the opening ceremony of the Peach Festival.
(2)从约翰兴奋的表情判断,他很可能已经通过了入学考试。
Judging from his excited expression,______ ______ ________ ________John has passed the entrance examination.
is likely to perform
it is likely that
2.not all并非都
【教材原句】However,not all advertising is about selling products and services for a profit.
然而,并非所有的广告都是为了获利而推销商品和服务的。
(1)英语中的 all,both,each,every,everybody,everything,completely,always, whole,entirely等具有总括意义的代词、形容词和副词与否定词not连用时,无论not位置如何,均构成部分否定,表示“并非都”的意思。
(2)英语中的 no,none,never,nobody,nothing,neither,no one,nowhere,no more, no longer,no way等表否定意义的词(组)与肯定式谓语一起使用时,构成全部否定。
【佳句背诵】It’s impossible for all the applicants to get the jobs,because not all of them are fit for them.
=It’s impossible for all the applicants to get the jobs,because all of them aren’t fit for them.[议论文]
不可能所有的求职者都能找到工作,因为并非所有人都能胜任这些工作。
I agree with most of what he said,but I don’t agree with everything.[议论文]
我同意他所说的大部分内容,但是我并不同意全部内容。
Nothing in my life impressed me so deeply as my first visit to the Great Wall.[活动描写]
我的一生中,没有什么像第一次参观长城那样让我印象如此深刻。
【即学即练】改为全部否定句/单句写作
(1)Both of us know how to face the problem.
→
(2)Everything here doesn’t go well.
→
(3)不是所有的鸟都飞到南方去过冬。
_______ ________ ________ _______ ______ ________ ________for winter.
(4)并不是每个人都诚实。
________ ___________ ________honest.
Neither of us know(s) how to face the problem.
Nothing here goes well.
Not all birds fly to the south
Not everyone is
Part 3 Grammar
情景导入
used to和would
①We would/used to go hiking in autumn.
②I used to be very shy,but I’m much more outgoing now.
【语法感悟】
1.句①中used to和would描述的是过去的 。
2.句②中used to描述的是过去的 ,强调今非昔比。
动作
状态
语法图解
语法精讲
1.相同点
(1)would与used to都可用来表示过去经常性或习惯性的动作,常常可以换用。
(2)would与used to都不能用来表示动作发生的具体频度或具体的一段时间。
When we were boys,we used to/would go for an outing every spring.
小时候,每到春天我们都要去郊游。
When I was young,I used to/would get up early.
年轻时,我经常早起。
That girl would/used to go to France six times.(×)
那个女孩去过法国六次。
He used to/would live in Africa for twenty years.(×)
He lived in Africa for twenty years.(√)
他在非洲住了二十年。
2.不同点
(1)used to表示“过去常常”,暗含“现在不再……了”的意思,强调今昔对比。would只表示过去的情况,与现在无关,只表示说话人对过去事实的回顾和陈述,不含有“过去如此,现在不再这样”的意味。
(2)would表示反复发生的动作。如果某一动作没有反复性就不能用would,只能用used to。
(3)used to还可以与be动词连用,表示过去的状态,而would则不可以。
(4)used to本身就指过去的习惯性动作或状态,所以通常不与often,frequently,sometimes等连用;而would则往往带有这些状语。
He would go to the park as soon as he was free.
过去,他一有空就去公园。(现在有可能还去)
She was so busy that she would work into the night.
她过去很忙,以至于总是工作到深夜。(具有反复性)
I used to live in a flat.我过去住在一套公寓房里。(没有反复性)
She would be a quiet girl.(×)
She used to be a quiet girl.(√)
她以前是个文静的女孩。
He would sometimes sit alone,deep in thought.
过去,有时候他独自坐着陷入沉思。
Often on holidays,she would go to some places of interest.
过去,通常在假期期间,她会去参观一些名胜古迹。
【即学即练】选词填空:would,used to
1.The man is much richer than what he be.
2.When we were children,we go skating every winter.
3.In China,women wear jewellery on their heads.
4.When working in the same office,we help each other.
5.He got promoted as the CEO of the firm,and therefore,he isn’t what he
be.
6.When he was there,he go to that coffee shop at the corner after work every day.
used to
would/used to
used to/would
would/used to
used to
would
本 课 结 束