高中英语译林版必修4Unit1Section1

“Advertising is a form of mercial mass munication designed to promote the sale of a product or service, or a message on behalf of an institution, an organization, or a candidate for political office.”
Advertising can be looked at from various perspectives. As the quote above states, its purpose is to increase the number of articles or products sold. These are not only things we can buy in different stores, for example clothing or supplies for our daily life, but also such simple things as a message placed by an institution or organization asking for the attention of the public to raise money or to make them aware of a problem, such as anti-smoking ads. Even political parties use advertisements and mercials to state the opinion of their candidates.
Advertising became big business in the 20th century, offering many different jobs in advertising agencies and the marketing section. The use of the media, like newspapers, television, the radio, magazines, outdoor signs and of course the Internet makes this growth possible. It is a form of transporting information to the consumer, and it does not only have positive sides. There are many critical aspects about it, like persuading people into doing unhealthy things or producing special stereotypes everybody tries to follow.However, advertising has bee international, since producers and panies try to sell their products on a globalized market in almost every corner of the world.,
[阅读障碍词]
1．candidate n．候选人，候补人
2．critical adj.批评(性)的；极为重要的，关键的
3．stereotype n．模式化的形象
Please match the words with their proper meanings.
1．promote A．make someone agree to do sth. by giving them reasons why they should 2．ment B．stop someone from being affected by an illness
3．cheat C．a written or spoken remark giving an opinion
4．innocent D．ask for information or advice from sb. because it is their job to know sth.
5．trick E．to help sell a product, service, etc. or make it more popular, for example by advertising
6．persuade F．an unfair thing you do to harm someone or get an advantage for yourself 7．cure G．treat someone dishonestly
8．consult H．not guilty of a crime
答案：1～5ECGHF6～8ABD
Can you think of a good slogan for each ad?
答案：1.Never delete green, keep it forever!
2．Taiwan, China!
Ⅰ.Fast-reading
1．Skim the text and then we know that there are two main types of advertisements. They're mercial_advertisements_and_public_service_advertisements_(PSAs)．
2．The author wrote this article in order to help_us_get_a_prehensive/thorough_understanding_of_ads.
Ⅱ.Careful-reading
(Ⅰ)Read the text and decide whether the following statements are true (T) or false (F)．1．Ads mainly use written words to persuade people to buy a product or service.( F )
2．mercial ads have more effect on society than PSAs.( F )
3．Some skilful methods used in mercial ads are hard to recognize.( T )
4．Not all ads are run free of charge.( T )
5．Not all PSAs deal with social concerns.( T )
Analyze the following difficult sentences in the text.
1．We are so used to them that we often do not even realize how many we see and hear in a day.
[句式分析]
[尝试翻译]我们对广告太习以为常了，甚至常常意识不到一天当中能看到和听到多少广告。

2．The grocery just hopes that when you read the ad, you will feel pleased with the nice ment, remember the words ‘freshest food’，and make a mental connection with the food in the grocery.
[句式分析]
[尝试翻译]这家食品杂货店只是希望当你读到这则广告时，你会很乐于看到其中的恭维，记住“最新鲜的食品”这几个词，在心理上将其与该店里的食品联系起来。

3．Finally, I wish to tell you this: think about why you should do the things the ad suggests, or buy the product or service the ad promotes.
[句式分析]
[尝试翻译]最后，我想告诉大家：想想你为什么要做广告建议你做的事情，或者为什么要买广告推销的产品或服务。

Ⅳ.Post-reading
Fill in the blanks according to the text.
There are two main types of advertisements —①mercial advertisements and ②public service advertisements. The former is one which someone has ③paid for to advertise a product or service. Although we have laws to ④protect us from ads that cheat people, we still must be ⑤aware of the skilful methods used in ads to try and sell us things. Even if an ad does not lie, it does not mean it is altogether innocent. We must not ⑥fall for this kind of trick！The latter is one that they are placed for free and meant to ⑦educate people to believe in an idea which affects public welfare. PSAs deal with large social problems and are made to ⑧serve the public. They also teach us how to live better lives. Although not all ads play ⑨tricks on us, we must all use our ⑩intelligence and not be a slave to them.
[课文对译]
Advertisements
Nowadays, we can find advertisements almost wherever we go. We are so used to them that
we often do not even realize how many we see and hear in a day. I did some research on advertisements, and have some very important information to share with you.
What is an advertisement?
An advertisement uses words and pictures to persuade people to buy a product or service, or to believe in an idea. Newspapers, magazines, the Internet, radio and television are the most mon places to find them. There are two main types of advertisements — mercial advertisements and public service advertisements (PSAs). A mercial advertisement is one which someone has paid for to advertise a product or service. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem that affects public welfare.
Does an advertisement tell people the plete truth?
There are laws to protect people from advertisements that cheat people. However, we still must be aware of the skilful methods used in ads to try and sell us things. Even if an ad does not lie, it does not mean it is altogether innocent. One toothpaste ad declares, ‘Bright-Teeth fights bad breath！’ This statement tries to fool you into assuming that the toothpaste cures bad breath, yet it does not say that! All it says is that it fights it, and that is not the same thing at all. One grocery tells customers, ‘You are proud of your cooking, so shouldn't you buy the very freshest food？’ This ad is very clever, because it tells customers they are good cooks. However, it never says that this grocery has the freshest food! The grocery just hopes that when you read the ad, you will feel pleased with the nice ment, remember the words ‘freshest food’，and make a mental connection with the food in the grocery. We must not fall for this kind of trick!
Public service advertisements
Not all ads play tricks on us though. PSAs use some of the same methods, like attractive pictures and clever language, but they are made to serve the public. PSAs aim to teach us and help us lead better lives. Our government understands this and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign in 1966, and since then various types of PSAs have appeared around the country. You have probably seen or heard some of them yourself, such as, ‘Yes to life, no to drugs’ and ‘Knowledge changes life’. These ads deal with widespread social concerns. There are also PSAs that encourage people to support public service projects, such as Project Hope. Its motto is ‘Project Hope — educating every child’. There are even PSAs to teach us how to live healthy lives. One of these is, ‘When you smoke cigarettes, you are slowly killing yourself’. All of these ads are meant to benefit the public, and you can often learn a lot by following the advice they give.
Finally, I wish to tell you this: think about why you should do the things the ad suggests, or buy the product or service the ad promotes. When it es to advertisements, we must all use our intelligence and not be a slave to them！
广告
如今，广告随处可见。

对广告我们太习以为常了，我们甚至常常意识不到一天当中能看到和听到多少广告。

我对广告做了一些研究，这里有一些非常重要的信息同大家分享。

什么是广告？
广告利用语言和图片劝说人们购买某种产品或服务或者是相信某种理念。

报纸、杂志、互联网、广播和电视是最普遍的广告载体。

广告主要分为两类——商业广告和公益广告。

商业广告是广告客户支付费用以宣传某种产品或服务的广告。

而公益广告往往是免费投放的，其目的是向人们提供关于健康、安全或者其他影响到公众利益的问题。

广告会百分之百地讲真话吗？
为保护消费者，对于欺骗性广告制定了法律。

尽管如此，我们对商业广告中所使用的试图向我们兜售商品的技法还是得有些意识。

一则广告，即使不说谎，也并不意味着它讲的完全真实。

比如有一则牙膏广告称：“亮齿牌牙膏挑战口臭！”这种表述试图让你设想这种牙膏能够“治愈”口臭，可广告上却根本没有这样表达！广告上只是说“挑战”，可它与“治愈”压根儿就是两码事。

有一家杂货店对顾客如此说道：“您为自己的厨艺感到自豪，难道不需要购买新鲜到家的生鲜食品吗？”这则广告很聪明，聪明在其吹捧顾客是烹调高手。

但是，这则广告本身却根本没说本店供应的是最新鲜的生鲜食品！杂货店只是希望顾客读到这则广告的时候会被其恭维弄得飘飘然，并因此记住“新鲜到家的生鲜食品”这样的字眼，从而在脑海中将这个字眼与本店销售的生鲜食品联系起来。

我们绝不能轻信这种小把戏而上当啊！
公益广告
然而，并非所有广告都跟我们玩花招。

公益广告也使用商业广告中某些相同的手法，如，引人注目的图像和具有创意的语言，但公益广告的目的是服务大众。

公益广告旨在教导大众，为改进人们的生活提供帮助。

我国政府认识到公益广告的价值，因而多年来一直使用公益广告教导大众。

1966年，中国在全国范围内开展了一场公益广告宣传活动，从那时起至今，全国范围内已经发布了各种类型的公益广告。

你很可能也亲眼见过或亲耳听过其中的一些，如“珍爱生命，远离毒品”、“知识改变命运”。

这些广告所涉及的是一些社会普遍关注的问题。

但也有一些公益广告是鼓励人们支持有关公共服务项目的，如希望工程。

其广告词是“希望工程——让每个孩子受教育”。

甚至还有一些公益广告教导我们如何健康地生活。

这类公益广告有一则是“吸烟等于慢性自杀”。

所以这些广告旨在让公众受益，遵循这些广告上的建议你往往能学到很多东西。

最后，我想对大家说的是：要思考你为什么要听从广告上的建议，或者购买广告上推销的产品或服务。

谈及广告，我们都必须运用自己的智慧，而不要成为广告的奴隶！。