牛津译林版高中英语必修四Unit 1 Advertising Reading 课件（45张ppt）

(共45张PPT)
Unit 1
Advertising
Reading
Advertisements
Do you like advertisements? Where can we find them?
2. Do you think advertisement play an important role in our lives? Why or why not?
3. How many types of advertisement do you know? What are they? Show some example?
Lead-in
Quick look
Take a quick look at the title and the
subtitles (小标题).
What do you think might be discussed
in the article?

Fast-reading
1. What do ads try to persuade people to do?
To buy a product or service, or to believe in an idea.
2. What does PSA stand for?
Public service advertisement.
3. What do PSAs aim to do?
They aim to teach us and help us lead better lives.
Introduction of subject

Supporting details

Conclusion
Reading strategy: reading expository writing
structure
Para 1
Para 2-5
Para 6
The same structure exists in each part.
Supporting detail 1
What is an advertisement?
Supporting detail 2
Does an advertisement tell people the complete
Truth?
Supporting detail 3
Public service advertisements
Questions
Read the text again and answer the questions.
1. Where are advertisements usually found?
They are usually found in newspapers and magazines, on the Internet, radio and television.
2. What is the major distinction between commercial advertisements and PSAs?
A commercial advertisement is one which someone has paid for to advertise a product or service, while a public service advertisement is often run for free, and is meant to educate people about health, safety, or any other problem that affects public welfare.
3. Why are some of the advertisements clever according to the article?



4. When did China begin a nationwide public service advertising campaign?
Because even if an ad does not lie, it does not mean it is altogether innocent.
In 1996.
5. Why should we follow the advice in PSAs?
Because PSAs are meant to benefit the public, and by following the advice in PSAs, we can often learn a lot.
T or F
Most people are not aware of how many ads are around them.
Advertisements are always meant to promote a product or service.
PSAs are only found in newspapers and on TV.
PSAs and commercial ads use some of the same methods.
Commercial ads can often give us valuable information about how to live our lives.
An ad warning people against smoking is an example of a PSA.
Fill in the chart
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Types of ads Similarities Differences exam-ples
places found methods used purposes Validity
Commercial ads






PSAs
Newspapers Magazines
The internet Radio
Television
clever
attractive
Similarities
Places found Methods used







_____________ language


______________ pictures


To promote a
product or service
To educate people
about health,
safety or any
Other problem
affects public
welfare
They are not altogether
innocent.
They are helpful and
we can learn a lot by
following the advice
they give.

Types Differences
Purposes validity

Comme-rcial ads


PSAs

“Bright-teeth fights bad breath!”
“You are proud of your cooking,
so shouldn’t you buy the very
freshest food?”
“Yes to life, no to drugs”
“Knowledge changes life”
“Project Hope – educating
every child”
“When you smoke cigarettes,

Types examples

Commerc-ial ads


PSAs

Choose the words below to finish the author’s e-mail to a professor who helped her with her research.
dealing with comments campaigns promote benefit cheated even if fool
Consolidation
Dear Professor Liu Kai,
I want to thank you for offering me such useful advice ___________ my research. I have just published my article about advertisements on our school website, and have already received many kind __________ about it from my readers. The information I found has really helped me educate others in the ways in which companies ___________ their products.
dealing with
comments
promote
Before I consulted you, I had no comprehension that a company might try to ________ people into buying a product or service. Now, ________ there are exciting pictures and clever language in an ad, I will remember to think before I buy something so that I will not be _______________.
I will also pay a lot more attention to the public service ad ____________.
fool
even if
cheated
campaigns
Now I know how they can __________ society. I will encourage my friends to pay more attention to them as well. Thank you again for helping me find so much useful information!
Yours
Qian Lili
benefit
I hope that after they read my article, my schoolmates will understand that PSAs are _________ to educate us about _______________ issues, and that commercial ads are meant to _________ products or services. Before our talk, I did not think very much about how an advertiser might be trying to trick _________ into buying a product or a service. Now I think I will be much smarter about what things to buy.
public welfare
customers
promote
intended
Even if there are lots of exciting images and language, I will remember to think about the things I buy. I will also pay a lot more attention to the _________ public service ad _________ ,because now I know how helpful they can be. I will _________ my friends to pay attention to them as well.
Thank you again for helping me find so much useful information!
Yours faithfully,
Qian Lili
nationwide
campaigns
encourage
Debate
Group A:
Advertising has a positive effect on our lives.
Group B:
Advertising has a negative effect on our lives.
Language points
1. We are so used to them …( line 1)
be used to do / doing sth. ---get accustomed to
used to ---happened in the past
e.g.I am not quite used to living here/city life.
I used to live in Nanjing.
Ex: The new machine _____production.
However I_____it.
A. is used to increase; am not used to controlling
B. is used to increasing; don’t used to control
C. used to increase; don’t used to control
D. used to increasing; am not used to control
A
注意被动语态的区别！
2. I did some research on…（line 2)
…to share with you.(line 3)
research: 1) N. do/conduct research on:
我正在做关于广告的研究。

2) V. to study
商人研究市场很重要。

share with: use sth. together with
e.g. I’d like to share my book with you.
She _____ my troubles as well as my joys.
A. shares with B. shares (in)
I am conducting research on advertisements.
It’s important for a businessman to research the market.
B
share sth. with sb.
3. encourage people…believe in an idea (line 6)
encourage:give support or confidence to sb.
Don’t encourage bad habits in a child.
老师鼓励她看英文电影。
The teacher encouraged her to watch
English films.
believe in: to have firm faith in
Many people believe in God.
Ex: believe/believe in
I don’t ________ ghosts. I _______ that stories of ghosts were made up by human beings.
believe in
believe
You can do it well!
4. …for free, and are intended to…(line 11)
for free:free of charge/without payment
You can take the ticket for free.
每个孩子都会得到一本免费的书。

intend to: design/mean to do sth.
I intended to do it, but I’m afraid I forgot.
What he said at the meeting ____ make us
to support his idea.
A. intended to B. intends to
C. was intended to D. is intended to
Every child will get a book for free.
C
5. China has strong laws to protect people from… (line 14)
protect…from…keep sb/sth safe from
We should protect the earth from pollution.
人们通常戴太阳镜以妨眼睛被太阳灼伤。


More relative phrases:
People usually wear sunglasses to protect their
eyes from being burned by the sunlight.
6. from advertisements that lie or …(line 14)
lie: lied (pt, pp), lying (pres p) vt.说谎
~ to sb. about sth.
She was lying! She lied to me about her age!
lie: lay (pt) lain (pp) lying(pres p) vi.平躺
He has lain in bed since this morning.
lay: laid (pt, pp) laying (pres p) vt. 放置
He laid his hand on my shoulder.
Ex: He ____ the book on the desk and told me
that he had ____in bed for the whole morning.
But I knew that he was ____ to me.
laid
lain
lying
7…must be aware of the methods (line 16)
be aware of: realizing sth. that exists
Are you aware of the importance of learning a
foreign language?
你知道是什么时候了么？

be aware that: having knowledge of sth./sb.
She became aware that something was burning.
我很清楚吸烟有害健康。
Are you aware of the time?
I’m well aware that smoking is bad for our health.
8. …connect them to the food…(line 25)
connect: bring together/join
The two cities are connected by a railway.
She is connected with a famous family.
You should not connect the two different
things to each other.
我这就给你接通王先生的电话。

connection: N. in connection with
他们与这个案件有关联。

I’ll connect you with Mr. Wang immediately.
They are in connection with the case.
9. We must not fall for this kind… (line 26)
fall for sth.: to be tricked
You should be clever enough not to fall for his tricks.
他说他是学生我信以为真。

fall guy: person who is tricked
How could you be easily cheated by his words?
You are really a fall guy.
fall for sb: be attracted to sb.
They met, fell for each other and got married six weeks
later.
More phrases about fall
He said that he was a student and I fell for it.
fall down:
The plan fell down because it proved to be too expensive.
fall into sth:
You can not fall into the bad habit—smoking
a lot.
fall off:
The production has fallen off since last month.
fall to doing sth:
They fell to thinking about what had happened to them.
10. …ads play tricks on …(line 28)
play tricks on: play a joke on
Children, as well as adults, usually play
tricks on each other on Halloween.
老师要求我们不要再捉弄对方了。
The teacher asked us not to play tricks on
each other any more.
trick: V. trick sb. into doing sth.
She tricked him into giving her all his money.
11. A commercial advertisement is one which someone has paid for to advertise a product or service.
句中which引导一个定语从句，修饰先行词one。
pay for 付款, 偿还
Let me pay for dinner this time.
He’ll have to pay for what he has done.
pay up 全部付清
pay back 偿还，回报
pay off 偿清（欠款）
pay a visit to 参观，访问
pay 的其他搭配:
12. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem that affects public welfare.
be meant to 目的是，旨在
This software is meant to protect computers from being attacked by viruses.
affect v. 作用，影响
she was deeply affected by this sad story.
13. One grocery tells customers, ‘you are proud of your cooking, so shouldn’t you buy the very freshest food?’
be proud of 以……而自豪

I confess to being proud of my son’s success.
He was proud of what he had done.
14. China began a nationwide public service advertising campaign in 1996, and since then various types of PSAs have appeared around the country.
nationwide adj. 全国性的
Global warning has caused nationwide concerns.
adv. 在全国范围内
This case deals with widespread food safety problem.
Retell the article about advertisement.
Look for more information about commercial advertisements and public service advertisements on the Internet.
Homework