2019-2020学年北师大版英语必修四讲义：UNIT 11 SECTION Ⅲ　READING（Ⅱ） （LESSON 2 .doc

1、Section Reading() (Lesson 2 & Lesson 3).匹配下列单词的词性及汉语意思()1.employAvi.发生，出现()2.pretendBvt.责怪，归咎于()3.suitable Cvt.雇用()4.ariseDvt.& n尝试，试图()5.approach Evt.为辩解；保卫()6.blame Fvt.假装()7.contribution Gvt.尊敬，尊重()8.respect Hadj.合适的()9.defend In.方法，方式()10.attempt Jn.贡献，捐助答案15CFHAI610BJGED.选择下列句中词组的汉语意思A赞同B公开地C专注

2、于D显眼E也F假装G由组成H事实上()1.It was the first time that I had been criticized in public.()2.I had a feeling he was in favour of the plan.()3.We must not pretend to know when we do not know.()4.I hear noises and cannot concentrate on my work.()5.This team shall consist of three members.()6.The veins stand ou

3、t on the back of her hands.()7.In fact，you have to admit that you are in difficulties.()8.They visited some factories，hospitals as well as the school.答案15BAFCG68DHEThe classic(传统的) advertisement is one that gives information about finding certain products.It is likely to be just the name of a compan

4、y, part of which may be a general location.For example, it could be “Shanghai Sewing(缝纫) Machine”， or “Tsing Tao Beer Corporation(公司)”， and you would know what the companies sell, where they are located, and the brand(商标) names.However, this kind of advertising might not be suitable when there are p

5、roducts and services in direct competition with each other in the market place.In such situations, advertisements need to attract, and hold the attention of the public.Some advertisements consist of pictures or the words of experts to show people how good the products are.Others try to create advert

6、isements that people simply enjoy looking at.As presentday advertisers often have large budgets(预算), a lot of money is spent on applying modern techniques of design to make these advertisements as visually(视觉地) attractive as possible.However, even this is often not enough to be noticed in a modern c

7、ity.Because of the advertising boom(迅速增长), people are used to seeing high standards of visual design.Modern advertisements must stand out in a world full of competition by combining the highest standards of design with ideas linked to the products to make them more attractive.For example, some adver

8、tisements may suggest that buying a car can make you free.That is， they use the concept(观念) of freedom to sell the car.Other common ideas include happiness, wealth and success.In fact, in the world of advertisements, such content is as old as advertising itself.传统的广告只为找到某些产品提供信息。它很可能仅是公司的名字，其中可能含有公司

9、的大概位置。例如，一则广告可能是“上海缝纫机厂”，或者是“青岛啤酒公司”，并且你会知道这些公司销售什么，它们的位置以及商标名称。然而，当产品和服务在市场上互相进行直接竞争时，这种广告可能就不适合了。在这种情况下，广告就需要吸引和保持公众的注意力。有些广告中有一些图片或专家说的话，告诉人们该产品如何好。另一些尽力创作一些人们只是喜欢观看的广告。因为现今的广告人经常会有大量的预算，他们把很多钱应用在现代设计技术上，以使这些广告在视觉上尽可能地吸引人。然而，在现代都市中，即使这样，也经常不足以被关注。因为广告的兴旺，人们习惯于看到高标准的视觉设计。现代的广告必须把最高水平的设计和产品理念相结合，以增

10、强吸引力，这样才能在激烈的竞争中胜出。例如，有些广告可能暗示：购买一辆小汽车能使你自由。其实，他们是在用自由的理念来卖小汽车。其他常见的理念包括幸福、财富和成功。实际上，在广告领域里，这样的内容与广告本身一样古老。助读讲解that引导定语从句，修饰先行词one。本句是“名词介词which”引导的定语从句。that引导定语从句修饰先行词advertisements。be used to doing sth.习惯于做某事。过去分词短语作后置定语修饰ideas；不定式短语作目的状语。动名词短语buying a car作主语。That is也就是说。For many of todays adverti

11、sers, repeating old ideas is not a successful approach.They realise that it does not matter how attractive the idea linked with the product ismost people know that the main purpose of the advertisement is making customers spend money.Instead, these advertisers look for other ways to make people noti

12、ce their products.The top advertisers of today believe that using humour as well as new and unusual ideas to surprise people is important in modern advertisements.Their aim is to create something that has never been seen before and is fascinating for people to look at.By doing this, they hope to mak

13、e people forget that someone is trying to sell them something!However，not all advertising is about selling products and services for a profit.Some contemporary advertisements mainly aim to make contributions to society.There are public advertisements which encourage citizens to participate in improv

14、ing their neighbourhood， protecting the environment, and helping other people.Over the last decade， the government has worked hard at using advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc.These advertisements have helped to increase publi

15、c knowledge, which has made our society a better place for everyone.对于当今很多的广告人来说，重复旧理念已不是一个成功的办法。他们意识到与产品相联系的思想如何吸引人无关紧要大多数人都知道广告的主要目的是要顾客花钱。然而，这些广告商寻找其他的方式来使人们留意他们的产品。当今的顶级广告商认为，在现代广告中运用既出其不意、新颖独特又幽默的创意很重要。他们的目标是创造一些以前没有被看见过的、迷人的东西给人们看。通过这种做法，他们希望这样做会使人们忘记有人正在向他们推销商品！然而，并非所有的广告都是为了赢利而推销商品和服务。有些当代广告

16、的主要目的是为社会作贡献。也有公益广告，鼓励市民参加改善他们的街区、保护环境和帮助他人的活动。过去十年里，政府努力用广告来教育公众抗击艾滋病、节约用水、扶贫、戒烟等。这些广告已帮助提高了公众意识，使我们的社会更加美好。助读讲解that引导宾语从句作realise的宾语；it作形式主语，真正主语是后面how引导的从句。动词不定式作表语，其中that引导定语从句修饰something。not all.并非所有的都。which引导定语从句修饰先行词advertisements。over the last decade在过去十年里；常和现在完成时连用。which引导非限制性定语从句。第一步速读了解文章

17、主题和段落大意速读P26教材课文，匹配段落大意1Para.1APublic advertisements2Para.2 BModern advertisements3Para.3 CAdvertisements in the market4Para.4 DThe classic advertisement5Para.5 ETop advertisements of today答案15DCBEA第二步细读把控文章关键信息细读P26教材课文，选择最佳答案1By reading a classic advertisement you can know the following EXCEPT Awh

18、at the company sellsBwhere the company is locatedChow much the product costsDthe name of the brand2Some advertisements consist of pictures or the words of experts in order to Amake people know more about the productsBmake the experts more famous Cshow people how good the products are Dmake the adver

19、tisements more attractive3Modern techniques of design are not enough to be noticed in modern cities because Athey spend too much moneyBthey cant make advertisements attractiveCpeople are used to seeing such designsDpeople dont like such designs4The main aim of the advertisement is to Amake customers

20、 interested in the productsBmake customers spend moneyChold the attention of the customersDmake advertisements as attractive as possible5The government uses public advertisements to do the following EXCEPT Aeducating the publicBincreasing public knowledgeCmaking a profitDmaking our society a better

21、place答案15CCCBC第三步研读能力升华接轨高考根据P26课文，在空白处填入1个适当的单词或括号内单词的正确形式。The classic advertisement gives you information about 1.finding (find) certain products.But in the market place there are products and services in direct 2competition(compete); this kind of advertising is not suitable.Some advertisements co

22、nsist 3.of pictures or the words of experts to show customers the products are good.Some 4.advertisers (advertise) apply modern techniques of design to make advertisements more 5attractive(attract)People are used to 6.seeing (see) high standards of visual design because of the advertising boom.The 7

23、.best (good) advertisers believe that using humour as well as new and unusual ideas 8.is (be) important in modern advertisements.Not all advertising is about selling products and services for a profit.Some contemporary advertisements mainly aim to make 9.contributions (contribute) to society.10.These advertisements help to increase public knowledge.