Unit 3 大学体验英语第二册电子教案

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Unit 3 大学体验英语第二册电子教案Unit Three Advertising
Learning Objectives 1. Listen and Talk about the advantages and disadvantages of advertising
2. Grasp the main idea of the two passages
3. Master the key language points
4. Write about why people fall victim to advertising
5. Learn about conjunctions and connective words
6. Learn to write a personal ad
Passage A The Victim
I. Pre-reading Tasks
A. Introductory Questions
1. How often do you shop for clothes?
2. Do you always follow fashion when buying clothes for yourself? Explain
3. Do you think the clothes one wears define what kind of person he or she is? Explain
B. Introductory Remarks
The author once was a compulsive shopper, and might even be addicted to shopping. She
tended to buy more clothes than she needed, and often looked for famous brands, and even
discounts. Later in her life, when she became a marketing student, this helped her understand how
much her shopping was influenced by advertising. This influence began to be felt in middle school
when she became concerned about her appearance. As an adult she was more aware of her
motives while shopping, but was still influenced by advertising, consciously or subconsciously.
The conclusion drawn by the author is: nobody can escape the influence of advertising.
Advertising uses our weaknesses and insecurities against us, and makes us want to be more
attractive, popular, or loveable. It makes us uncomfortable with who we are, and makes us want to
be like the models in the ads. Thus we may buy things that we think are "new, cool, or hot."
II. While-reading Activities
A. Language Points
1. shop-a-holic: A shop-a-holic is a compulsive person who finds great joy in shopping, almost to
the point of being a hobby, but finds it hard to stop shopping and buys things that
are not needed.
2. fashion: n. the way of dressing or behaving that is considered
the best at a certain time
eg. 1) Fashions have changed since I was a girl.
2) Fashions for men’s clothes change less frequently than fashions
fo r women’s
clothes.
3. brand: n. a class of goods which is the product of a particular firm of producer
eg.1) What is your favorite brand of soap?
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2) There are two brands of the article on the market.
4. clutter: v. make untidy or confused
eg. 1) The room was cluttered with furniture
2) Don’t clutter your room.
3)The road was cluttered with refugees.
5. victim: n. person, animal, etc. suffering injury, pain, loss, etc. as result of other people’s
actions, or of illness, bad luck, etc.
eg. 1) He was the victim of ill-treatment as a child.
2) Many thousands of animals have been victims of this strange new disease.
6. necessity: n. something that is necessary
eg. 1) Food and clothing are necessities of life.
2) We’ll take only the necessities f or the camping trip.
7. dress up: make (something, or oneself) more attractive, esp. with clothing
eg.1) They dressed up for the occasion.
2) Are you going to dress up for the party, or is it informal?
8. be concerned with: to be about
eg. 1) This story is concerned with fairies and wicked magicians.
2)The film is concerned with morals.
9.define: v. show the character or nature of
eg. 1) Good manners define the gentlemen.
2) What defines us as human?
10. feed off:
1? if an animal feeds off something, it gets food from it:
eg. 1) The pigeons feed off our neighbor’s crops.
2?an insulting way of saying that someone uses something to continue their activities:
eg. 1) The press feeds off gossip and tittle-tattle.
11. identify with: cause or consider (someone to be connected with something)
eg. 1) Weather cannot be identified with happiness.
2) The world identifies Mrs. Pankhurst with female emancipation.
12. turn to: go to … for help, advice, sympathy, comfort, etc.
eg. 1) The child felt there was no one he could turn to with his problems.
2) I had to turn to the dictionary for help.
13.quest: n. search, attempt to find
eg. 1) The quest for gold was long and difficult.
2) He went to the library in quest of something to read.
14. affect: v. influence
eg. 1) The amount of rain affects the growth of crops.
2)The economic crisis has seriously affected German exports.
15. add to: put together with something else so as to increase the number, size, importance
eg. 1) He added some wood to the fire.
2)The music added to our enjoyment.
16.glamorous: adj. attractive or full of charm
eg. 1) She is the most glamorous star in motion pictures.
17. be one’s fault: be something for which one can rightly be blamed
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eg. 1) It is your own fault for not learning.
2) Whose fault is it (that) we are late? It is not our fault.
18.means: n. a method or way
eg. 1) The quickest means of travel is by plane.
2)He hoped to achieve his goal by peaceful means.
19.consumption: n. the act of consuming
eg. 1)There is too great a consumption of alcohol in Britain.
2)That price rise did not reduce consumption.
20. step back: think about as if not involved
eg. 1) From time to time, the teachers should step back and let
their pupils run things their
way.
B. Sentence Explanation
1. You could call me a shop-a-holic, as most of my friends do, but I call myself a lover of
fashion. (para. 1)
You could call me a shopping addict, as most of my friends do, but I’d rather say I love to buy
things in fashion.
2. But as I progressed to high school, advertising became a big influence. (para. 3)
But as I moved ahead to high school, I paid more attention to advertising.
3. The clothing in high school became something that defined you.
High school students seem to adopt a notion that by wearing expensive clothes they are wealthy,
smart, or superior in some way.
4. Yet my friends and I still turn to advertising, now not only to stay in fashion but more so
to find our own style. (para. 4)
Yet my friends and I still pay attention to advertising, not only to follow the fashions, but more
to find our own personal style.
5. Advertising feeds off human insecurities and make us want to be
like these beautiful
people.
Advertising makes people insecure about who they are and need expensive clothes to make
them look good.
6. Advertisers show us people around us, yet they choose only a
certain look. (para. 5)
We see average people in the advertisements, but they are shown in deliberately chosen images.
7. Is it the victim’s fault for believing, or the fault of society
for allowing advertisers to do so?
(para. 6)
Is it the buyer’s fault for believing the advertising, or
society’s fault for allowing ads to be made
so powerful and influential?
III. After-reading Tasks:
1. Do some exercises after the text.
2. Dictation.
3. Practice making sentences with the important words or expressions.
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Passage B The Ad Council at a Glance I. Pre-reading Tasks
A. Introductory Questions
1. Have you ever benefited from public service advertisement?
2. Can you give one or two slogans used in public service advertisement?
3. Do you think public service campaigns are necessary? Explain.
B. Introductory Remarks
The Ad Council was founded during World War II to help sell War Bonds. After the war it
continued to address pressing social issues with public service advertisements (PSA's). Since 1942
it has created over 1000 advertising campaigns on such issues as forest fires, safe and sober
driving, minority education, crime, drugs, child abuse, recycling, and AIDS. Some of its most
famous messages are "Only You Can Prevent Forest Fires," "Friends Don't Let Friends Drive
Drunk," and "A Mind is a Terrible Thing to Waste." Seat belt usage rose from 21% to 70% after
the Crash Test Dummies were introduced in 1985. The Ad Council's current major campaigns are
to help children achieve their full potential and to encourage Americans to support the war on
terrorism.
II. While-reading Activities
A. Language Points
1. inspire: v. encourage in (someone) the ability to act
eg. 1) We need a new captain—someone who can inspire the team.
2) Success inspires us for fresh efforts.
2. take action: start to do something, begin to act
eg. 1)They took action to stop him.
2)The government has promised to take quick action on the energy crisis.
3. individual: n. person; any human being
eg. 1) The individual doesn’t count for much in the situation, the nation must come first.
2) The purpose of the law is to protect the rights of the individual.
4. testify to: formal to be a clear sign that something is true
eg. 1) Mrs Parson’s nervous behavior testified to the strain she
was under.
2) Her red face testified to her guilt.
unch: v. get started; set going
eg. 1) The government has launched a new plan to build more houses.
2) The firm launched the new product with a big advertising campaign.
6. estimate: v. form judgments about; calculate (the lost, value, size, etc.)
eg. 1) She made plans and estimated means and resources.
2) I asked three building firms to estimate for the repairs to the roof.
7.rally: v. (cause to) come or bring together for a purpose
eg. 1) To rally people is to bring them together for a great united effort.
2) The whole nation rallied to help the government with the war.
8.recruit: v. get somebody to do something
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eg. 1) The wartime government first recruited men (into the force) from nonessential
industries.
2) The coach recruited nine boys for the baseball team.
9.symbol: n. a sign, shape, image, or object which represents a person, idea, value, etc.
eg. 1) The lion is often used as a symbol of courage.
2) The dove is the symbol of peace.
10.stimulate: v. make…more active or alert
eg. 1) He was stimulated into greater efforts.
2) Praise stimulated the child to study hard.
11. make a / the difference: see or show (two things) to be different
eg. 1)If you do so it will make a great difference.
2) The extra money would have made all the difference.
12.motivate: v. provide someone with a reason or cause for doing something
eg. 1) He was motivated only by his wish to help, and expected nothing in return.
2) These children just sit around all day doing nothing; they need someone to
motivate them.
13.concerning: prep. about; with regard to
eg. 1) He wrote to me concerning a business arrangement.
T 2) his is, I believe, all the news concerning the society.
14.abuse: n. wrong use; bad or cruel treatment
eg. 1)Here are some recent abuses of the word.
2) Child abuse is a punishable offence.
15.adopt: v. take (an idea, custom, etc.) and use
eg. 1) I like your methods of teaching and shall adopt them in my school.
2) Congress adopted the new measures.
16. speak for: express the thoughts, opinions, etc. of…
eg. 1)Speaking for yourself, I find the housing quite satisfactory.
2) He is old enough to speak for himself.
17. approximately: adv. very near (to); very nearly
eg. 1)There are approximately 50 people who attended the lecture.
2) The time is approximately ten o’clock.
18. pledge: n. a solemn promise or agreement
eg. 1) He was under pledge to spend the money in the best way.
2) He gave a pledge to handle the affair in a friendly manner.
19. decline: v. going from a better to a worse position, or from higher to lower
eg. 1) Our business has gone into a decline this year.
2) There is a sharp decline in sports in our town.
20. distribute: v. divide among several or many
eg. 1) The teacher distributed the examination papers to the class.
2) He distributed the prizes among the winners.
21. inform: v. tell; give information to
eg. 1) He informed me of his arrival.
2) He would like to be informed of any new developments.
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B. Sentence Explanation
1. Our slogans and characters are more than memorable--- they raise awareness, inspire
individuals to take action, and save lives. (para. 1)
Our slogans and characters are not just easy to remember, they also greatly influence people’s
attitudes and actions, and they save lives.
2. The War Advertising Council, a private, non-profit organization, was founded to rally
support for World War II-related efforts. (para. 6) The War Advertising Council, which was not established by the government or for profit, was
aimed to encourage people to support World War II.
3. The Ad Council’s mission is to identi fy a select number of significant public issues and
stimulate action on those issues through communications programs
that make a
measurable difference in our society. (para. 7) The Ad Council’s main goal is to decide on a few of vital well-chosen public issues and encourage people to do something that helps to improve the society through effective
communications programs.
4. The Ad Council reached out to the federal government as well as important national
non-profits with an offer to create and also distribute their
crisis-related messages to
media outlets nationwide. (para. 10)
The Ad Council appealed to the American government and the major national non-profit
organizations for producing and distributing messages about the 9-11 disaster to various media
outlets throughout the country.
III. After-reading Tasks
1. Do some exercises after the text.
2. Dictation.
6。

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