大学体验英语综合教程2 第三版 Unit 3 电子教案

Unit 3  Advertising Objectives: ★　first listen, and then talk about the advantages and disadvantages of advertising ★　read about the role of the Ad Council in the U. S. and the uses & abuses of advertisements ★　write about the functions of public service advertisements ★　learn about conjunctions and connective words ★　write a personal ad ★　visit Culture Salon for an introduction to advertising photography I Passage A  The Ad Council at a Glance 1. Summary 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 (PSAs). Since 1942 it has created over 1000 advertising campaigns on such issues as forest fi res, 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. 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. 2. Language Points 1. memorable: which is worth rememberingExamples: This was indeed the most memorable day of my life.The experience was memorable for all of us.2. inspire: encourage in (someone) the ability to actExamples: We need a new captain — someone who can inspire the team.Success inspires us for fresh efforts.3. take action: start to do something, begin to actExamples: The government has promised to take quick action on the energy crisis.The police took fi rm action to deal with the riots.4. testify: bear witness; serve as proofExamples: The teacher testifi ed to the pupil’s ability and willingness to work hard.Her real face testifi ed to her guilt.5. positive: practical and constructive; that defi nitely helpsExamples: He always has some positive ideas on company policies.He takes a very positive attitude when correcting pupils’ mistakes.6. launch: get started; set goingExamples: The government has launched a new plan to build more houses.The firm launched the new product with a big advertising campaign.7. experience:: observe or participate in events as a basis of knowledge; suffer or know as experienceExamples: She experienced a genuine feeling of quiet happiness.Our country has experienced great changes in the last thirty years.8. minority: a small part of a population which is different from the rest in race, religion, etc.Examples: Laws were passed to protect religious minorities.People of 21 minorities live in the area.   9. estimate: form judgments about; calculate (the loss, value, size, etc.)Examples: She made plans and estimated means and resources.I asked three building fi rms to estimate for the repairs to the roof.10. category: division or class in a complete system or groupingExamples: Helen groups all people into two categories: those she likes and those she dislikes.This book falls into the category of reference book.11. rally: (cause to) come or bring together for a purposeExamples: To rally people is to bring them together for a great united effort.The whole nation rallied to help the government with the war.12. recruit: get somebody to do somethingExamples: The wartime government fi rst recruited men (into the force) from nonessential industries.The coach recruited nine boys for the baseball team.13. symbol:a sign, shape, image, or object which represents a person, idea, value, etc.Examples: The lion is often used as a symbol of courage.The dove is the symbol of peace.14. stimulate: make ... more active or alertExamples: He was stimulated into greater efforts.Praise stimulated the child to study hard.15. make a / the difference:: see or show (two things) to be differentExamples: If you do so, it will make a great difference.The extra money would have made all the difference.16. motivate: provide someone with a reason or cause for doing somethingExamples: He was motivated only by his wish to help, and expected nothing in return.These children just sit around all day doing nothing; they need something to motivate them.17. concerning: about; with regard toExamples: He wrote to me concerning a business arrangement.This is, I believe, all the news concerning the society. 18. abuse: wrong use; bad or cruel treatmentExamples: Here are some recent abuses of the word.Child abuse is a punishable offence. 19. adopt: take (an idea, custom, etc.) and useExamples: I like your methods of teaching and shall adopt them in my school.Congress adopted the new measures. 20. speak for: express the thoughts, opinions, etc. of ...Examples: Speaking for myself, I fi nd the housing quite satisfactory.He is old enough to speak for himself. 21. approximately: very near (to); very nearlyExamples: Approximately 50 people attended the lecture.It is approximately ten o’clock. 22. pledge: a solemn promise or agreementExamples: He was under pledge to spend the money in the best way.He gave a pledge to handle the affair in a friendly manner. 23. grief: great sorrow or feelings of sufferingExamples: She went nearly mad with grief after the child died.No one could console them in their grief. 24. threaten: warn to hurt, kill or punish somebodyExamples: The whole nation is threatened with starvation.The war threatened the peace of the whole world. 25. decline: going from a better to a worse position, or from higher to lowerExamples: Our business has gone into a decline this year.There is a sharp decline in sports in our town. 26. distribute: divide among several or manyExamples: The teacher distributed the examination papers to the class.He distributed the prizes among the winners.27. inform: tell; give information toExamples: I informed him (about) where to go.He would like to be informed of any new developments.     3.Important sentences 1. Our slogans and characters are more than memorable — they raise awareness, inspire individuals to take action, and save lives. Not only are our slogans and characters enjoyable, they also make people be aware of social issues, take part in and contribute to social activities. 2. The War Advertising Council, a private, non-profit organization, was founded to rally support for World War II-related efforts.. The War Advertising Council, which was not established by the government or for profi t , was aimed at encouraging people to support World War II. 3. The Ad Council’s mission is to identify a select number of significant public issues and stimulate action on those issues through communications programs that make a measurable difference in our society. 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 nonprofits with an offer to create and also distribute their crisis-related messages to media outlets nationwide.. 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. II Passage B    The The Uses and Abuses of Advertisements 1. Summary The author asserts that advertisements in our world are ubiquitous. People and firms advertise for all sorts of reasons, and the list is constantly expanding. Advertising plays a crucial role in the sponsorship of major events by large companies, and the revenues needed for most print publications to survive. Advertisements enable people to widen their choices and chances in whatever they wish to obtain or discard. But the author says that as useful as it is, advertising is sometimes abused. Misleading the public is the most common form of abuse. For example, cigarette advertisers seek to attract consumers by advertising fashion, good living and other aspects of “success.” Television advertising abuses viewers by using hard-selling tactics and relentless bombardment. The author concludes that advertisement can be useful or destructive, depending on its use. “People advertise because they need to,” he says. “It is only when they advertise falsehood and misleading information that abuse comes in. We cannot escape this onslaught of advertisements, but we can use our own intelligence to weed out the bad ones.”　 2.Language Points 1.abuse: put to wrong use Examples: I never expected that he would abuse the trust I placed in him. She is continually abusing her authority by getting other people to do things for her. 2.elaborate: very detailed and complicated; carefully prepared and ?nished Examples: A rather elaborate analysis was required to determine the cross-over values. The curtain had an elaborate pattern of flowers. 3. economical: using money, time, goods, etc., carefully and without waste Examples: This is not a very economical method of heating. If you have a large family, it’s more economical to travel by car than by train. 4. undisputed: that cannot be doubted or questioned Examples: He is the undisputed leader of his party. He’s the undisputed champion of the singing contest. 5. play a major role: be important in making changes happen Examples: Their contributions played a major role in the formation of the Trade Union. “Pink-collar tribe” refers to women who play a major role in certain professions such as office workers, secretaries, models, etc. 6. stage: perform or arrange for public show Examples: At the middle of this year the government staged a huge military parade. Activists staged a protest outside the parliament. 7.carry on: continue doing something Examples: The board of the directors decided to carry on the discussion next day. Don’t waste time! Carry on with your writing. 8. come in contact with: touch or be near Examples: When did you first come in contact with Prof. Willington? As people travel more now, they come in contact more frequently with people of different cultures. 9. bargain: agreement in which both or all sides promise to do something for each other Examples: If you promote our goods, we will give you a good discount as our part of the bargain. The management and employees eventually made a bargain. 10. in short: by way of summary Examples: This is our most disastrous and embarrassing defeat ever; in short, a total failure. Things couldn’t be worse, financially; in short, we’re bankrupt. 11. discard: throw (something) out or away Examples: Read the manufacturer’s guidelines before discarding the box. Remove the seeds from the melon and discard them. 12. in the midst: surrounded by Examples: The house sets down in the midst of quiet suburban homes. She found him in the midst of a group of his usual friends. 13. authorities: (often pl.) a person or group having the power to give orders or take action Examples: The health authorities are investigating the matter. I shall have to report this to the authorities. 14. turn a blind eye to: deliberately ignore something that you know should not be happening? Examples: Don’t turn a blind eye to matters that concern the people’s welfare. We can no longer claim ignorance about the effects of pollution or continue to turn a blind eye to it. 15. disguise: change the usual appearance or character of (someone or something) in order to hide the truth Examples: He disguised himself by shaving his head and wearing a false beard. She disguised herself as a man, but she couldn’t disguise her voice. 16. cut down on: reduce the amount of something Examples: Finally they have hired a new person. I hope this will cut down on our? work a little. What they are supposed to do is to cut down on government spending. 17. be based on: use particular information or facts as a point from which to develop an idea Examples: Their working strategy is based on a study of consumer spending. Scientific theories must be based on facts. 18. eliminate: remove (especially someone or something that is not wanted or needed) Examples: The police have eliminated two suspects from their enquiry. A move towards healthy eating could help eliminate heart disease. 19. be taken in: be completely deceived by someone so that you believe a lie Examples: I am not to be taken in by your lies. You must be very simple to be taken in by such a story. 20. come in: become necessary or important Examples: I also need someone to persuade my parents that it’s a good idea — that’s where you come in. We need financial advice — that’s where Kate comes in. 21. weed out: get rid of people or things that are not very good Examples: He weeded out one by one the book he did not want. There are too many candidates. Just weed out all the undesirables. 3.Sentence Explanation 1. This list goes on, and it is expanding every day. he list of different kinds of advertisements is very long, and it is getting longer and longer. 2. Without them acting as sponsors we would not be able to stage international sporting events.Large companies provide the necessary financial support needed for international sporting events, and in return they get to advertise their products at these sporting events. 3. As useful as it is, advertisements are sometimes abused by unscrupulous people.Although advertisements have many advantages, some people use them in a dishonest way, usually for a bad purpose.4. Yet these advertisers blatantly ignore facts and promote their products nonetheless.Though these advertisers are consciously aware of the harm of smoking, they choose to overlook the obvious facts and keep on advertising cigarettes.5. Besides giving us a mental jolt they methodically numb and abuse our minds until we watch them without actually seeing and hear their chatter without actually listening.Not only do advertisements surprise us and distract us from the middle of an exciting program, they also attack us mentally to such an extent that we simply feel we don’t see or hear anything when the same advertisements are being repeated. 6. Presently advertisement on television is based on hard-selling and relentless assault on the viewers.Now advertisers usually promote their products by putting viewers under extreme psychological pressure and attacking them with repetitive advertising of the same prod       III General Writing: Conjunctions and Connective Words（连词） We sometimes wish to join short, choppy sentences to form longer sentences. One way to join two ideas is to use a coordinating conjunction and a comma. Examples:   The trip was fine, and I learned a great deal from it. The television picture is blurred, but we will watch the football game anyway. She wants to practice her Italian, so she is going to Italy for the entire summer Coordinating Conjunctions: and, but, yet, for, so, or We can also use a special kind of adverb to join ideas. This special kind of adverb is called a conjunctive adverb because it is partly a conjunction and partly a adverb. A conjunctive adverb joins ideas together in an emphatic way. It is used with a semicolon when both ideas are independent and can stand alone. Common Conjunctive Adverbs: furthermore, however, nevertheless, therefore Examples: He received an A on his term paper; furthermore, the instructor exempted him from the final. He rarely seems to study; nevertheless, he always gets A's.