外研社2023新视野英语读写教程2_U7课件.pptx

Home Exploring the topic Additional Activities新视野英语教程读写教程2第四版Home Exploring the topic Additional ActivitiesCONTENTSAround the Topic Reading Through Basic Writing Skills Reading More Practical Writing Chinese Wisdom Secrets of AdvertisingUnit 7Home Exploring the topic Additional Activities A A good advertisement often has a catchy(容容易易记记住住的的)and powerful slogan.Match the following advertising slogans with their English translations.善行无迹，留一盏灯温暖他人。关心别人，快乐自己。感谢不平凡的自己。全中国，让心回家。21.Helping others makes us happy.2.Appreciate yourself as you are extraordinary.3.For every Chinese person,home is where the heart belongs.4.Leave a light on to warm others:a small gesture with great kindness.BCDAB Work in pairs and tell your partner which slogan you find the most catchy and why.Home Exploring the topic Additional ActivitiesAdditional ActivitiesWatch the video carefully and discuss the following questions:Among these techniques,which one do you think you would be attracted as an audience,and give some reasons;Which technique would you prefer to use and why?Reading ThroughHome Warming-up Text A Exercises AdvertisingWarming-up Text A Exercises Home Background InformationShakespeare and His First PlayWilliam Shakespeare(15641616)was an English playwright and poet.He is widely viewed as the author of at least 37 plays and 154 sonnets,the greatest writer in the English language,and one of the worlds greatest dramatists.His famous plays include comedies such as A Midsummer Nights Dream(仲夏夜之梦)as well as tragedies such as Hamlet(哈姆雷特)and Romeo and Juliet(罗密欧与朱丽叶).Shakespeares earliest play is probably Henry VI(亨利六世).Warming-up Text A Exercises Home Background InformationWilliam Caxton(14221491)William Caxton was a printer,translator and publisher.He printed over 100 books in his lifetime,and these books were known for their craftsmanship(工艺)and careful editing.Caxton set up a press in Bruges,Belgium,in about 1474,and the first book printed in English was published there the next year.Warming-up Text A Exercises Home Background InformationIndustrial RevolutionThe Industrial Revolution refers to the transition to new manufacturing processes in countries such as Great Britain,Germany,and the United States from around 1760s to the early 20th century.This transition included going from hand production to the use of machines,particularly the use of steam power and electricity.As a result of this transition,output was greatly increased and more products were made available.Warming-up Text A Exercises Home Background InformationCivil WarThe Civil War,also called the American Civil War,was fought between the United States(“the North”)and the Confederacy(“the South”)from April 12,1861 to April 9,1865.The result of the war was that the Confederacy surrendered(投降)and slavery was abolished in the entire country.Warming-up Text A Exercises Home Warming-upLiving in the information age,we receive all kinds of information every day whether we want or not,and a major source of such information is advertising.On the one hand,advertisements help products reach a greater number of potential customers and allow customers to make well-informed choices.On the other hand,there has always been a concern about whether ads give truthful and helpful information because sometimes consumers are persuaded to buy products they dont need.In summary,modern advertising has benefits,but it also has its drawbacks.After reading the text,you can discuss the following questions:What ads do you like?What ads do you dislike?Are there too many ads today?What can you do to avoid being affected by ads in a negative way?Warming-up Text A Exercises Home Warming-upQuestionsYour answersAuthors answers1.How is advertising related to people?2.What is advertising business like in peoples mind?3.What is the purpose of an advertisement?Warming-up Text A Exercises Home Text A Advertising Advertising is part of our daily lives.To find proof,you have only to leaf through a magazine or newspaper,or count the radio or television commercials that you hear in one evening.Most people see and hear a mass of advertising messages every day.And people respond to the many devices that advertisers use to gain their attention.广告广告是我们日常生活的一部分。要证明这一点，你只需浏览一下某份杂志或报纸，或者数一下你一个晚上收听到的广播或收看到的电视中商业广告有多少就行了。大多数人每天看到和听到大量的广告信息。人们会对广告商为引起其注意所使用的多种手段有所反应。Warming-up Text A Exercises Home Text AAdvertising is a big businessand,to many people,a fascinating one filled with attraction and excitement.Its part literature,part art,and part show business.Advertising is the difficult business of bringing information to a great number of people.The purpose of an advertisement is to make people respondto make them react to an idea,such as helping to prevent forest fires,or to make them want to buy a certain product or service.广告是一个大行业而且对许多人来说，它是个有吸引力的行业，诱人而刺激。它包含文学的成分、艺术的成分，还有娱乐的成分。广告是一个很难发展的行业，它要把信息传递给许许多多的人。广告的目的是让人们作出响应让他们响应某一理念，比如帮助预防森林火灾，或者让他们产生购买某种产品或服务的欲望。Warming-up Text A Exercises Home Text AAt the beginning of the 20th century,advertising was described as“salesmanship in print.”If this definition were expanded to include radio,television and online media,it would still stand today.The most effective way to sell something is through person-to-person contact.But the cost of person-to-person selling is high.Because it takes a great deal of time,it increases the cost of the product or service.Advertising,then,distributes the selling message to many people at a time.20世纪初，广告被描述为“印在纸上的销售艺术”。如果把这个定义扩展到包括广播、电视和网络媒体，那么它今天仍然成立。出售商品最有效的办法是通过面对面的交流，但是当面销售成本很高。因为这样做要花费很多时间，所以产品或服务的成本增加了。然而，广告却可以把销售信息一次性传播给许多人。Warming-up Text A Exercises Home Text AAdvertising is very old.It can be traced back at least to the public criers of ancient Greecewho shouted out news and official announcements to one and all.But it first became important in the late 15th century,when the traders of the rapidly growing cities and rural towns needed a way to tell people where their goods could be bought.广告非常古老，它至少可追溯到古希腊沿街高声传报消息的传报员他们大声传报，把新闻和官方通告告知每一个人。然而，在15 世纪后期，迅速发展的城市和村镇中的商人们需要有种办法，让人们知道在哪儿可以买到他们的货物，这让广告第一次变得重要起来。Warming-up Text A Exercises Home Text AThe first printed advertisement in the English language appeared around 1476,more than a century before Shakespeares first play was produced.This early advertisement was the work of William Caxton,Englands first printer,who used it to advertise religious books from his own studio.Besides advertising his product,he identified his shop with a certain trademark so that customers could find it easily.第一份印刷的英文广告大约出现于1476 年，比莎士比亚的第一部戏剧还早一个多世纪。这份早期广告是英国第一位印刷商威廉 卡克斯顿的作品，他利用广告来推销自己工厂制作出来的宗教书籍。除了给自己的产品做广告外，他还用某种商标来标明自己的商店，以便顾客能轻易找到。Warming-up Text A Exercises Home Text AThis same sort of simple,informational advertising is still used.Examples include the roadside signs that tell travelers that they can buy fresh corn just down the road or that there is a restaurant in the next town.与此相似的、简单的信息性广告如今仍在沿用。例如，路边的招牌能告诉路人前方可以买到新鲜玉米或者下一个城镇有家餐馆。Warming-up Text A Exercises Home Text AThe Industrial Revolution,in the 18th and 19th centuries,had a strong influence on advertising.Large factories took the place of small workshops,and goods were produced in large quantities.Manufacturers used the newly built railroads to distribute their products over wide areas.They had to find many thousands of customers in order to stay in business.They could not simply tell people where shoes or cloth or tea could be boughtthey had to learn how to make people want to buy a specific product.Advertising helped to create new markets and to raise standards of living as people came to feel that they had a right to new and better products.18 世纪和19 世纪的工业革命对广告业影响深远。大工厂取代了小作坊，批量生产商品。生产商利用新修的铁路将货物配送到广大区域。为了维持生意，他们得找到成千上万的顾客。他们不能只告诉人们到哪里去买鞋子、布匹或茶叶；他们还必须学会如何使人们想要去购买某一特定产品。广告有助于开拓新的市场、提高生活水平，因为人们逐渐认识到他们有权享用更好的新商品。Warming-up Text A Exercises Home Text AAdvertising agencies began to develop in the United States just after the Civil War.At first,the chief objective of these agencies was to sell space in the various media,mainly newspapers and magazines.But they soon added the service of writing and producing advertisements.From these modest beginnings,advertising has developed into a highly specialized and profitable business.在美国，内战刚结束，广告代理公司便开始发展起来。起初，这些公司的主要目标是推销各种媒体主要是报纸和杂志的版面，但它们很快增加了撰写和制作广告的服务。虽然起步不算高，但如今广告业已发展成了一个高度专业化和高利润的行业。Warming-up Text A Exercises Home Text AThis passage gives an account of the birth of advertising.At first,the main objective of advertising was to tell people where certain goods could be bought.Nowadays,ads are used not only to distribute product information but also to persuade people to buy the products or services.Main IdeaWarming-up Text A Exercises Home Text AText Structure ExercisePartsParagraphsMain ideasIntroduction1Advertising is part of our daily lives.Body2 101.The nature of advertising(Paras.25)2.A brief history of advertising(Paras.610)Conclusion11Advertising has developed into a highly specialized and profitable business.a)Form of advertising:part literature,part art,part show business(Para.2)b)Purpose of advertising:to make people react to an idea,or to make them want to buy a certain product or service(Para.3)c)Definition at the beginning of the 20th century:“salesmanship in print”(Para.4)d)Strength:reaching a greater amount of people at a time compared to person-to-person selling(Para.5)a)From the public criers of ancient Greece to advertising in the late 15th century(Para.6)b)Informational advertising:the first printed advertisement around 1476 and roadside signs(Paras.78)c)The birth of modern advertising in the 18th and 19th centuries:helping create a new market(Para.9)d)Development of advertising agencies(Para.10)Warming-up Text A Exercises Home NEW WORDSadvertisingproofcommercialmassrespondfascinatingattractionexcitementreactsalesmanshipdefinitionmediumcontactdistributecriertraderruraladvertisereligiousstudiotrademarkinformationalroadsideworkshopspecificagencycivilchiefobjectivemodesthighlyspecializedprofitableWarming-up Text A Exercises Home PHRASES&EXPRESSIONSleaf througha mass ofrespond/react toin printa great deal ofshout outone and alltake the place ofstay in businesshave a/the right toWarming-up Text A Exercises Home PROPER NAMESGreeceShakespeareWilliam CaxtonIndustrial RevolutionCivil WarWarming-up Text AExercises HomeAdvertisements are common in our everyday lives.Advertising is part of our daily lives.MeaningBack to TextWarming-up Text AExercises HomeIf you want to prove this is true,all you need to do is take a quick look at a magazine or newspaper,or think about how many advertisements you hear over the radio or on television in one evening.To find proof,you have only to leaf through a magazine or newspaper,or count the radio or television commercials that you hear in one evening.MeaningBack to TextWarming-up Text AExercises HomeMost people read and listen to a lot of advertisements each day.Most people see and hear a mass of advertising messages every day.MeaningBack to TextWarming-up Text AExercises HomeAnd people react to the many techniques that advertisers use to attract them.And people respond to the many devices that advertisers use to gain their attention.MeaningBack to TextWarming-up Text A Exercises Home We should launch an advertising campaign to promote the sale of our new products.我们应该开展一个广告宣传活动来促销我们的新产品。advertisingU the activity or business of advertising things on television,in newspapers,etc.广告（业）Back to Textn.Warming-up Text A Exercises Home Can you show us any proof of your educational background?你能给我们出示一下有关你教育背景的证明吗？proofC;U facts,information,documents,etc.that prove something is true 证据；证明Back to Textn.Warming-up Text A Exercises Home She was leafing through the magazine to find the advertisement she saw the other day.她正匆匆翻阅那本杂志，寻找她几天前看过的那条广告。leaf throughturn the pages of a book quickly,without reading them properly 匆匆翻阅Back to TextWarming-up Text A Exercises Home I fell in love with the brand when I first watched this shampoo commercial.我第一次看到这个洗发水广告就爱上了这个品牌。commercialn.C an advertisement on television or radio 商业广告Back to TextThis is a commercial trip and we have to visit several clients.这是一次商务旅行，我们要拜访几位客户。adj.related to business and the buying and selling of goods and services 商业的；商务的Warming-up Text A Exercises Home Her garden is a mass of flowers.她的花园种满了花。mass1)C(usually singular)a large amount or quantity of something 许多；大量Back to Textn.The people on the deck spotted a floating mass of ice on the sea.甲板上的人们发现海面上有一大块浮冰。2)C a large solid lump or pile 团；块；堆mass production 批量生产only before noun 仅用于名词前 affecting or involving a large number of people or things 大批的；数量极多的adj.Next pageWarming-up Text A Exercises Home A mass of skyscrapers have been put up in this city over the past 20 years.在过去20 年里，这个城市建起了一大批摩天大楼。a mass ofa large number of;a lot of 大量；许多Back to TextWarming-up Text A Exercises Home Your body will respond to daily exercise and build up more strength.你的身体会对日常锻炼作出反应，并增强力量。respond1)show a response or a reaction to something 作出反应；回应Back to TextAfter I wrote a letter to the international student office,they responded right away.我给留学生办公室写了一封信后，他们马上给了答复。2)reply 答复；回答Next pagev.Warming-up Text A Exercises Home She responded to the news with great joy.听到这消息她非常高兴。How did your parents react to your idea of moving to another city?你父母对于你要搬去另外一个城市这个想法作何反应？respond/react tofeel and express the result or effect of something 对作出反应Back to TextWarming-up Text A Exercises Home In the digital age,advertisers also rely on big data to understand their target customers better.在数字时代，广告商也在利用大数据更好地了解其目标客户。advertiserC a person or company that advertises something 广告商；登广告者Back to Textn.Warming-up Text AExercises HomeAdvertising is a big money-making industry.Many people find it very interesting as it is both attractive and exciting.Advertising is a big businessand,to many people,a fascinating one filled with attraction and excitement.MeaningBack to TextWarming-up Text AExercises HomeAdvertising is partly creative writing,partly art,and partly entertainment.Its part literature,part art,and part show business.MeaningBack to TextWarming-up Text AExercises HomeAn advertisement aims to make people reactto make them do or say something in response to a certain idea,such as helping to stop wildfires from happening,or to persuade them to buy a particular product or service.The purpose of an advertisement is to make people respondto make them react to an idea,such as helping to prevent forest fires,or to make them want to buy a certain product or service.MeaningBack to TextWarming-up Text A Exercises Home How can I ever forget this truly fascinating country of yours!我怎么会忘记你们这个如此令人陶醉的国家呢！fascinatingextremely interesting and charming 有极大吸引力的；迷人的Back to Textadj.Warming-up Text A Exercises Home Being your own boss is one of the attractions of running your own business.自己当老板是创业的诱惑力之一。attraction1)C;U a feature or quality that makes something seem interesting or enjoyable 吸引力；诱惑力Back to TextResearch shows that t