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1、人教版英語精品資料（精修版） Section_ⅠWarming Up & Reading — Pre-reading The appeal of advertising to buying motives can have both negative and positive effects.Consumers may be convinced to buy a product of poor quality or high price because of an advertisement.For example，some advertisers have appealed to

2、 people's desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage.Some of the products work.Others are worthless and a waste of consumers' money. Sometimes advertising is intentionally misleading.A few years ago, a brand of bread was offered to

3、 dieters with the message that there were fewer calories in every slice.It turned out that the bread as not dietetic, but just regular bread.There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf. On the positive side, emotional appeals m

4、ay respond to a consumer's real concerns.Consider fire insurance.Fire insurance may be sold by appealing to fear of loss.But fear of loss is the real reason for fire insurance.The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment

5、 for most people.If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising. Each consumer must evaluate her or his own situation.Are the benefits of the product important enough to justify buying it？Advertising is intended to

6、appeal to consumers.But it does not force them to buy the product.Consumers still control the final buying decision. True (T) or False (F)： 1．Advertising can persuade the consumer to buy worthless products by appealing to his buying motives.(　　) 2．The reason why the bread advertisement is mislead

7、ing is that thin slices of bread could contain more calories.(　　) 3．Advertisements occasionally force consumers into buying things they don't need.(　　) 4．A smart consumer should think carefully about the benefits described in the advertisements.(　　) 5．The passage is mainly about the positive and

8、negative aspects of advertising.(　　) 答案：1.T　2.F　3.F　4.T　5.T Ⅰ.高頻單詞點(diǎn)擊 1．billboard n．布告板；廣告牌 2．casual adj.偶然的；隨意的；臨時的→casually adv. 偶然地；臨時地 3．garment n．衣服；外衣 4．a(chǎn)dvertiser n．登廣告者→advertise v．做廣告→advert/advertisement n．廣告 5．inform vt.通知；告訴→information n．信息 6．a(chǎn)ssociation n．協(xié)會；聯(lián)系→associate v．聯(lián)系 7

9、．target n．目標(biāo)；對象；靶子 8．basis n．基礎(chǔ)；根據(jù)→base vt.依據(jù) 9．technique n．技術(shù)；技巧→technical adj.技術(shù)的→technician n．技師 10．feature n．特征；容貌；特色；特寫 vi.以……為特色；特寫 11．conscience n．良心；是非感 12．worthy adj.有價值的；可敬的 13．corporation n．公司；法人；社團(tuán) 14．budget n．預(yù)算 15．expense n．費(fèi)用；代價→expensive adj.昂貴的 16．broadcast n．廣播；播音 v．廣播；播送

10、 17．visual adj.看的；視覺的 18．generate vt.產(chǎn)生；發(fā)生→generation n．一代；一輩 19．response n．回答；響應(yīng)；反應(yīng) 20．refresh vt.使(精神)振作；使恢復(fù)；更新 Ⅱ.重點(diǎn)短語必記 1．if so　　　　　　　　　　 要是這樣 2．keep ...in mind 記住 3．turn ...into ... 把……變成…… 4．in other words 換句話說 5．fit into 適合；適應(yīng) 6．grab the attention 贏得注意 7．on the other hand

11、 另一方面 8．rely on 依靠，依賴 9．have no use for 不需要；厭惡； 對……不耐煩 10．a(chǎn)t no extra cost 沒有額外成本 Ⅲ.常用句型必備 1．With_so_many_messages_from_advertisers_filling_our_daily_lives,_it is important to understand how advertisements work. 2．Television adverts are expensive to_make_and_to_show. 3．However_good

12、_an_advertisement_is,_people are unlikely to be persuaded if the product is unsuitable for them. Ⅳ.課文大意理解 1．Which kind of advertisements turn us into walking advertisements? A．The kind in train stations. B．The kind on the Internet. C．The kind on our casual garments. D．The kind in magazines and

13、 newspapers. 2．Which group does making computer game ads appeal to? A．Adults. B．Adolescent boys. C．Young women. D．All the above. 3．Which kind of adverts can give you more detail? A．TV. B．Magazine. C．Newspaper. D．B and C. 4．What do the advertisers consider? A．The expense. B．Target audien

14、ce. C．Media appreciate for the product. D．All the above. 5．Why does the government pay a lot of money for some ads? A．To change our opinion over time. B．For money. C．For selling the product. D．No answer in the text. 答案：1～5　CBDDA Ⅴ.根據(jù)課文改錯 1．Even some of the casual garments with brand names

15、attached to them turn us to walking advertisements. 第二個to→into 2．With so many messages from advertisers filled our daily lives, it is important to understand how advertisements work. filled→filling 3．Then we can avoid be controlled by them. be→being 4．Their money would be wasted if the message

16、 didn't reach its target audience, in other word the people the advertisement intends to persuade. word→words 5．However, it would be no use to advertising products on radio if the ad relies on visual effects. 去掉to Ⅵ.課文縮寫填空 We can meet many advertisements in our daily life.An advertisement is a

17、message __1__ an announcement that informs or influences people.Advertisers must pay for their ads, so the message must reach __2__ target audience, or their money would be wasted.So they must do some research to make the product fit __3__ the audience's lives.Identifying their target is not enough,

18、 they should try their best to appeal __4__ their target.For example, the environmental protection advertisement appeals to the audience's conscience or their desire __5__ (be) worthy citizens.At the same time, advertisers must also place their ads in the right medium, such as TV，newspapers，magazin

19、es.To do this，they also need to spend money.They have to be a big __6__ (corporate) with a big budget __7__ (afford) the ads.In addition to worrying about the expense, advertisers must consider __8__ media are most appreciate.For example, if the ad relies on visual effects, it is no use __9__ (advertise) products on radio.However, people don't buy the products they are not interested in or have __10__ use for. 答案：1.or　2.the　3.into　4.to　5.to be　6.corporation　7.to afford　8.which　9.advertising　10.no