高中英语Unit 5 Inside advertising-reading人教版必修9

Unit 5 Inside advertising-reading
Part One: Teaching Design
Period 1: A sample lesson plan for reading
(HOW ADVERTISING WORKS)
Aims
To help students develop their reading ability
To help students learn about advertising
Procedures
Warming up by defining advertising
Good morning, class! Do you know what is
advertising? Do know want to know some inside
information about advertising?
ADVERTISING is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns.
Now turn to page 42. We shall take HOW ADVERTISE WORKS today.
■Warming up by learn to use “advertise”
Advertise: (v. t.) To give notice to; to inform or apprise; to notify; to make known; hence, to warn; -- often followed by of before the subject of information; as, to advertise a man of his loss.
Advertise: (v. t.) To give public notice of; to announce publicly, esp. by a printed notice; as, to advertise goods for sale, a lost article, the sailing day of a vessel, a political meeting.
■Warming up by looking and saying
What are these pictures for?
Yes, they are for advertising goods. Could you say something about them? Could you make questions and answers about these pictures?
But first let’s go to page 84 for some necessary information.
I. Pre-reading
Here are some questions and answers for the pictures I showed you just now. Read them and match them with the correct pictures. You may draw your own pictures to match them.
Question1: What can be more terrible than watching these ads?
Answer1: You could get someone watch the ads for you.
Question2: Why are the ads on this page so small?
Answer2: I don't want people to die, I just want them to suffer.
Question3: What can I do if I want to order some of these products?
Answer3: You can seek for medical care, but it's probably too late already.
Question7: What is the purpose of these silly colours you use?
Answer7: Turn your monitor off and read the black text on the screen, then you'll know ... Question8: Is it true that you grow banana-threes in Finland?
Answer8: Nope, the climate is too hot for them to survive.
II. Reading for forms
Read the text HOW ADVERTISING WORKS to: cut/ the sentence into thought groups, blacken the predicative, darken the connectives and underline all the useful expressions.
HOW ADVERTISING WORKS
Do you know how many advertisements /you are exposed to/ in your daily life? Every day，we pass by advertisements/ on buses /and billboards，on trains/ and in train stations，in shop windows, outside restaurants /and on public notice boards．At home，we see advertisements/ in magazines/ and newspapers /and in the middle /of our favourite television programmes．We hear advertisements /on the radio/ and come across them /on the Internet．Even some of the casual garments/ we wear/ have brand names/ attached to them /which turn us into walking advertisements. With so many messages /from advertisers/ filling our daily lives，it is important to understand /how advertisements work．Then /we can avoid being controlled by them．
What is an advertisement?
An advertisement is a message/ or announcement/ that informs /or influences people．It can use words，pictures，music/ or film/ to communicate its message．Adverts are not only made /and paid for by business，but also by individuals，organisations /and associations/ that wish to inform /or educate the public.
How do advertisers make effective advertisements?
Identify your target
Advertisers must pay the media/ for displaying their ads. Their money would be wasted /if the message didn’t rea ch its target audience，in other words the people /the advertisement intends to persuade. For example，adolescent boys are more likely to buy computer games/ than any other group，so it makes sense/ to make computer game ads/ that appeal to this group．Having identified the target group，researchers find out as much as possible/ about those/ in the target group，such as their likes /and dislikes, and how the product would fit into their lives．This information then/ forms the basis /for decisions /about what type of advertising techniques to use/ with this group．
Appeal to your target
In order to persuade people to do something, advertisements often appeal to our hopes/ and dreams/ or our emotions．For example，the one /on the right，which advertises sports shoes，shows young people/ doing exciting things．The colours/ and the flames /also suggest excitement．The message/ it is sending is：“Buy our shoes /and you'll live an exciting life /in the‘fast lane’．”The ad above，with the star in it, is for a new radio station．It appeals to people’s desire /to“fit in”/and be part of the group．The message is：“Everyone else is listening /and if you want to be part of the group，you’d better listen too.”
Some advertisements appeal to people’s desire/ to save money．Others are more likely to be noticed/ if they are funny．Ads/ that feature rich /and famous people /will grab the attention of those/ who admire people /like that．Some adverts，like the environmental protection advertisement /below, appeal to our conscience/ or our desire /to be worthy citizens．
Use a suitable medium
As well as reaching the right audience /with the right technique, advertisers must also place their ads/ in the right medium．Obviously, cost will play a big part/ in this decision．Television adverts are expensive to make/ and to show．You have to be a big corporation/ with a big budget/ to afford television ads．Advertisements/ in newspapers，on the other hand，are much cheaper． As well as worrying about the expense，advertisers must also consider which media /are most appropriate for their product /and/ which their target audience is most likely to see /or hear．Because most cars have radios，ads broadcast via radio can reach a lot of drivers/ very easily．For this reason，it would be appropriate/ to use radio/ to advertise goods/ and services /relating to cars．However，it would be no use advertising products /on radio/ if the ad relies on visual effects．Television adverts are great for generating emotional responses/ to a product, but magazines/ and newspapers can give more detail．
How effective are advertisements?
However good an advertisement is, people are unlikely to be persuaded /if the product is unsuitable for them．For example，no matter how good /an ad for a car stereo system is，people /who don’t own cars are unlikely to run out /and buy one．Look at the advertisements/ in this unit．How many of the goods /or services suit your interests/ or lifestyle? Would really good advertising persuade you /to buy products/ and services/ you are not interested in /or have no use for? On the other hand，being constantly exposed /to advertisements can help to change our opinions/ over time．This is why governments/ all over the world/ pay a lot of money/ for ads /on such things/ as road safety．They believe /these adverts will affect the way /people think about their driving habits /and will subsequently reduce the number of road accidents．
III. Copying expressions and making sentences
You are asked to copy all the useful expressions into your notebook after class as homework. You may make your own sentences with each of these expressions.
IV. Transforming information
Read the text again to find necessary information to complete the table below.
V. Closing down by discovering what is funny
Look and find what is funny about these advertisements.
Additional Materials
Complete the summary of the text with one word in each blank.
An advertisement is a message ___1__ announcement __2___ informs or influences people ．__3___must pay the media for displaying their ads. In order to __4___ people to do something, __5___often appeal to our hopes and dreams __6___ our emotions ．As __7___ as reaching the right audience with the right technique, __8___ must also place their __9___ in the right medium ．However good an ___10__ is, people are unlikely to be __11___if the product is unsuitable for them ．On the ___12__ hand
，being
constantly __13___ to advertisements can help to change our opinions __14___ time ．
(Key: 1. or 2. that 3. Advertisers 4. persuade 5. advertisements 6. or 7. well 8.advertisers
9. ads 10. advertisement 11. persuaded 12. other 13. exposed 14. over )
Notes to the special sentences
With so many messages from advertisers filling our daily lives ，it is important to understand how advertisements work ．广告人用如此多的信息冲击我们的耳朵，了解一下广告运作确实重要。

句中with 结构作状语，so many messages from advertisers 是该结构的逻辑主语，filling our daily lives 是该结构的逻辑谓语，前后是逻辑住谓关系。

With 结构的其他例子有：He sat there thinking, with his chin on his hand ．他手托下巴，坐在那儿沉思。

He stared at his friend with his mouth wide open ．他张大嘴巴凝视着他的朋友。

With production up by 60％, the company has had another excellent year ． 产量上升了60％, 公司又是一个好年景。

She used to sit reading in the evening with her pet dog her only companion ．她从前总爱在晚上坐着看书，她的宠物狗便是她唯一的伙伴。

She stood there chatting with her friend, with her child playing beside her ．她站在那儿跟朋友闲聊，孩子在旁边玩。

“I think
we can leave with our heads held high,” Eriksson said．“我认为我们可以高昂着头离开，”艾里克松说。

With 10 minutes to go, you’d better hurry．还有十分钟，你最好快一点。

With Mary to help him, he is sure to succeed. 有玛丽的帮助，他一定能成功。

The girl reached a river bank with so many flowers on both banks. 这个女孩来到了两岸开满鲜花的河边。

Mother looked at me with tears in her eyes. 妈妈眼含泪水看着我。

With night coming on, we started for home. 夜幕降临，我们动身回家。

The boy lay on the grass, with his eyes looking at the sky. 小男孩躺在草地上，两眼望着天空。

With so much work to do, we had to sit up through the night. 有这么多工作要做，我们不得不彻夜不眠。

She ran to the hero, flowers in hand. 她手里拿着鲜花跑向这位英雄。

（with被省略）
Adverts are not only made and paid for by business，but also by individuals，organisations and associations that wish to inform or educate the public. 不仅企业制作并支付广告付费，企图告之、教育大众的个人、组织和机构也可以制作并支付广告付费。

For example，adolescent boys are more likely to buy computer games than any other group，so it makes sense to make computer game ads that appeal to this group．比如，青少年比起其他团体更愿意购买电脑游戏。

所以，让电脑游戏广告吸引这群顾客就是明智之举。

So前后是并列句结构。

1.表示对等关系的并列连词有：and，either．．．or，neither．．．nor，as well as，both．．．and，not only．．．but also。

如： This is an old clock that is not only very handsome but also accurate． 2.表示选择关系的并列连词。

常用的该类连词有：or，or else，otherwise，rather than，either．．．or。

如： You should get the license right away，or you'll have to pay a fine． 3.表示转折和对比关系的并列连词。

常用的该类连词有：but，while，whereas，yet，however，nevertheless，on the other hand，on the contrary。

如： She is a funny girl，yet you can't help liking her． 4.表示因果关系的并列连词。

常用的该类连词有：so，for，therefore，hence，thus，consequently，accordingly。

如：It was raining heavily，so the sports meeting was postponed．
However，it would be no use advertising products on radio if the ad relies on visual effects．然而，如果广告依赖视觉效果，通过广播做广告就没有用了。

advertising products on radio if the ad relies on visual effects是~ing分词短语做状语。

用于下列结构中：It(There) is no use (good) +-ING分词，表示“无用”= It is of no use (good) to +V：
There(It) is no use advising him to give up smoking.(劝他戒烟是徒劳的。

)
This is why governments all over the world pay a lot of money for ads on such things as road safety．这就是世界各地的政府花大钱做诸如道路交通安全的公益广告的缘故了。

Why引导的表语从句。

表语从句对主语的内容起解释和阐述的作用；若表语从句用that引起，that起连接作用，不能省略。

表语从句也可用连接词how, when, where, why, what引起。

由because引起的表语从句通常只用在“this/that/it is because”结构中。

例如：A logarithm（对数）is what is known in algebra exponent （代数的指数）。

On thing I admire most about them is that they are hospitable. She works too hard.
That is why she is exhausted. I must point out that where you intend to build a super-market is where the elderly do exercise everyday.
They believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents．他们相信，广告会影响人们对驾驶习惯的思考方式，最终将减少道路交通事故的数量。

Believe后面可以补一个that，and引导的是that宾语从句的第二个谓语。

way后面省略了that，people think about their driving habits是定语从句修饰way。

先行词为way时，关系代词总是省略：I don’t like the way (that) you talk to somebody else.
只有限定性定语从句才能省略关系代词，非限定性定语从句绝对不能省略：
The people (who) we met at the party were very friendly to us. Here is the man (that) you have
been looking for. Shang Hai is no longer the city (that) it used to be. There is an old man (who ) wants to see you.
Reading comprehension questions
1. A successful advertisement must not _________.
A. use a suitable medium
B. appeal to your target
C. persuade people to buy products one is not interested in
D. identify its target
2. Which of the following would most probably not be a piece of advice offered by a advertisement expert?
A. You have to be a big company with lots of money to make TV ads.
B. Making your ads funny is sometimes effective.
C. Appeal to people’s hopes and dreams in your ads.
D. Ads are always paid for and made by business.
3. The expression “to fit in ” in para. 4 means to_______
A. To be appropriate to; suit
B. To be in conformity or agreement with
C. To make suitable; adapt
D. To make ready; prepare
4. What is the main idea of the last part of the article?
A. Advertisements are always effective.
B. Advertisements are not effective.
C. Advertisements are not always effective.
D. Advertisements are both effective and ineffective.
(Key: CDBD)
相关高考链接
正确掌握英语时态
课文最后一段中有一句话： They believe adverts will affect the way people think about their driving habits. 为什么主句谓语用一般现在时？宾语从句谓语“will affect”是什么时态？
语从句的谓语是什么时态？难吧？
在英语中, 时态是英语语法中的难点之一，它种类多，容易混淆，下面通过几种时态比较,
助同学们理解和掌握时态的用法。

1. 现在一般时与现在完成时
1) I come from Shanghai(上海人）
I have come from Shanghai（从上海来）
2) You read very well. (强调能力）
You’re read very well. （强调一次刚完成的动作）
3) I forget.(一时想不起来了）
I have forgotten.（仍没想起来，可能已回忆起来了）
4) The book is written in simple English. (表状态）
The book has been written in simple English.（表动态，已用英语写成）
5) Every time I see him, he’s been reading. （两个动作不可能同时进行）Every time I have seen him, he’s been reading. (强调两个动作同时进行）
6) He is gone. (强调状态）He has gone （强调动作和时间）
7) He won’t come till the play begins. (演出开始时）
He won’t come till the play has begun.（戏已开始）
8) After I leave school, I’ll go to college. （两个动作紧密相接）
After I have left school, I’ll go to college.（强调毕业后，两个动作可能有间隔）
9) It is a long time since I saw you last. It’s been a long time since I saw you last.(这两句话一样，后一句是美国英语）
10) Where are you? (在哪）Where have you been?(去了哪）
2. 现在一般时与现在进行时
1) He works hard.（强调始终如一）He is working hard.（强调现在）
2) What do you do? (干什么工作的）What are you doing?（在干什么）
3) Here comes the bus! (表高兴和欣慰）
The bus is coming.（汽车到来的情景）
4) I forget him name. I’m forgetting his name.(差点把他的名字忘了）
5) You don’t eat much. (强调胃口不大）
You’re not eating much.（你怎么不吃呀）
6) The match starts at 7 o’clock. (比较固定，不宜改变）
The match is starting at 7 o’clock.（可以改变）
7) Tom always comes late. Tom is always coming late.(表示不满，责备）
8)Tom goes to college now.
Tom is going to college now.(这两句区别不大，后者更生动）
9)I tell you.（我可以告诉你）
I’m telling you.(我告诉你吧，有感情色彩）
10) He always sleeps in the afternoon.
He is always sleeping in the afternoon.(后者意味着整个下午都睡掉了）
11) I expect you to phone me. ( 几乎等于命令）
I’m expecting you to phone me.（婉转）
12) What do you say? What are you saying?(你说些什么呀，表说话人惊讶，不满）
12) I find that the book is too difficult for me.(强调结果） I’m finding that the book is too difficult for me. (强调过程，逐渐感到）
13) Apples cost more these days.(强调事实)
Apples are costing more these days.(越来越贵)
14) He always thinks of others.
He’s always thinking of others.(表示赞扬)
15) Whenever I see him, he argues with somebody.(强调两个动作有先后) Whenever I see him, he is arguing with somebody.(强调两个动作同时进行)
16) I hope you’ll give us some advice.
I’m hoping you’ll give us some advice.(表示语气婉转)
17) I must go. (我应该去)I must be going.(我该走了)
18) We can discuss this while we eat.(说话是没用餐)
We can discuss this while we are eating.(进餐已开始)
高考高考原题专练
1. ---What’s that terrible noise? (2004北京)
---The neighbours ______ for a party.
A have prepared
B are preparing
C prepare
D will prepare
2. He kept looking at her, wondering whether he _____her somewhere. (2004湖北)
A．saw B．has seen C．sees D．had seen
3.—George and Lucy got married last week. Did you go to their wedding?
—No, I_____. Did they have a big wedding? (2004湖北)
A．was not invited B．have not been invited
C．hadn’t been invited D．didn’t invite
4. It is said in the book that Thomas Edison (1847-1931) _____the world leading inventor for sixty years. (2004辽宁)
A．would be B．has been C．had been D．was
5. Now that she is out of a job, Lucy______ going back to school, but she hasn’t decided yet. (2004北京)
A had considered
B has been considering
C considered
D is going to consider
6. Turn on the television or open a magazine and you ______ advertisements showing happy families. (2004湖南)
A. will often see
B. often see
C. are often seeing
D. have often seen
7. ---- I hear Jane has gone to the Holy Island for her holiday.
---- Oh, how nice! Do you know when she ______ ?
(2004湖南)
A. was leaving
B. had left
C. has left
D. left
8. The first use of atomic weapons was in 1945, and their power ______ increased enormously ever since. (2004上海)
A. is
B. was
C. has been
D. had been
9. The teacher, with 6 girls and 8 boys of her class, ______ visiting a museum when the earthquake struck. (2004北京)
A was
B were
C had been
D would be
10.—You were out when I dropped in at your house.
—Oh, I _______ for a friend from England at the airport. (2004福建)
A．was waiting B．had waited
C．am waiting D．have waited
11. She has set a new record, that is, the sales of her latest book ________ 50 million. (2004福建)
A．have reached B．has reached
C．are reaching D．had reached
12. ---What were you doing when Tony phoned you?
---I had just finished my work and ______ to take a shower. (2004天津)
A had started
B started
C have started
D was staring
13. The crazy fans_____ patiently for two hours, and they would wait till the movie star arrived. (2004重庆)
A. were waiting
B. had been waiting
C. had waited
D. would wait
14. She_____ her hairstyle in her hometown before she came to Chongqing for a better job. (2004
重庆)
A. would change
B. has changed
C. changed
D. was changing
15. Sales of CDs have greatly increased since the early 1990s, when people _____to enjoy the advantages of this new technology. (2004江苏)
A. begin
B. began
C. have begun
D. had begun
16. The discussion ____ alive when an interesting topic was brought in. (2004浙江)
A. was coming
B. had come
C. has come
D. came
17. Because the shop _____, all the T-shirts are sold at half price. (2004浙江)
A. has closed down
B. closed down
C. is closing down
D. had closed down
18. Let’s keep to the point or we ______ any decisions.
<2004全国I（安徽、河南、河北、山东等）>
A will never reach
B have never reached
C never reach
D never reached
19. My mind wasn’t on what he was saying, so I’m afraid I ____ half of it. <2004全国I（安徽、河南、河北、山东等）>
A was missing
B had missed
C will miss
D missed
20.---Has Sam finished his homework today?
---I have no idea. He______ it this morning.
<2004全国II（四川、吉林等）>
A did
B has come
C was doing
D had done
(Key: 1-5 BDCDB;6-10ADCAA;11-15ADBCB;16-20DCADC)。