Reading(1)：Advertisements教学设计(第二课时)

Unit 1 Advertising ●

Section 3 Words and expressions ● Welcome to the unit

1. You may have seen pictures similar to the ones below... (P1) 你可能看过和下面这些类似的图……

similar adj. looking or being almost, but not exactly, the same: My father and I have similar views on politics.

I bought some new shoes which are very similar to a pair I had before.

Paul is very similar in appearance to his brother.

similarity

n. [C or U]

I can see the similarity between you and your mother.

The book bears several striking similarities to last year's bestseller.

similarly

adv.

The children were similarly dressed.

Cars must stop at red traffic lights: similarly (= in a similar way), bicycles should stop too.

●

Reading 1. We are so used to them that we often do not even realize how many we see and hear in a day.

我们对此是如此熟悉以至我们根本意识不到我们一天看到听到多少（广告）。

so + adv. +that-clause so + adj. +a(an) +单数可数名词+that-clause so many/much/few/little +复数可数名词/不可数名词+that-clause such +a(an) +adj. + 单数可数名词+that-clause such +adj. + 复数可数名词+that-clause

such +adj. + 不可数名词+that-clause e.g.: All is so well arranged that we will soon start.

so much butter, so much sugar, so many eggs There were so many that we didn’t know where to put them all.

He's so careless that he always leaves his school things at home. "He's so positive, so hardworking, that he's counseling other kids now. The speechmaker spoke so clearly that everyone present understood him well.

It was ________ that we want to stay here for another two days. A. such fine weather

B. such a fine weather C. so fine weather

D. so fine a weather

解析：

weather“天气”为不可数名词，不能用不定冠词修饰，故排除B、D两项。so后只能接much, little, few, many, 然后接名词或so + adj. +a(an) +单数可数名词。故只能用“such +adj. + 不可数名词”结构。

答案：A

高考链接

[来源学。科。网Z。X。X。K]

1. Can you believe that in _____ a rich country there should be _____ many poor people? （1995NMET）

A. such, such

B. such, so

C. so, so

D. so, such 2. We were in ___ when we left that we forgot the airline tickets. （2003上海）

A. a rush so anxious

B. a such anxious rush

C. so an anxious rush

D. such an anxious rush 3. ______ about wild plants that they decided to make a trip to Madagascar for further research. （2005江苏）

A. so curious the couple was

B. So curious were the couple C. How curious the couple were

D. The couple was such curious 4. _______homework did we have to do that we had no time to take a rest. (2006福建)

A. So much B. Too much C. Too little D. So little 5. So difficult ______ it to work out the problem that I decided to ask Tom for advice. (2006广东) A. I did find B. did I find C. I have found D. have I found 答案：1-5 B D B A B be used to (doing)sth. 习惯于做某事

He is quite used to hard work/working hard.

I’m not used to being spoken to like that.

This is a woman who's used to working long hours and traveling extensively. I suppose Tommy wasn't used to being disturbed during his rages, because his first response when I came up to him was to stare at me for a second. be used to do sth. 被用来……

Wood is used to make paper. Cotton is used to make over 40% of the world's textiles. India and Pakistan are two of the top producing countries. Obviously it is very convenient for plastic bags to be used in people’s everyday life. ... This causes the white pollution to our environment, which is very harmful because plastic bags can not disappear by natural decomposition. used to do sth. 过去常常……

You used to drink, usedn’t you (didn’t you)?

I used to be funny, but now I'm boring and self-conscious. What happened to me? Used she (Did she use) to go to school by bike?/ No, she usedn’t (didn’t). Yes, she used to/did.

高考链接

As the twentieth century came to a close, the raw materials for a great national literature were at hand, waiting _____. （2006湖南）

A. to use B. to be used C. to have used D. to be using 答案：B 1.

…and have some very important information to share with you. （P2）……这里有一些非常重要的知识同大家分享。

share

vi. & vt.

1. to have or use sth. at the same time as someone else: She's very possessive about her toys and finds it hard to share.

Bill and I shared an office for years.

I share a house with four other people.

2. to divide food, money, goods, etc. and give part of it to someone else: Will you share your sandwich with me?

Let's share the sweets (out) among/between everyone.

We should share (in) the reward.

3. If two or more people share an activity, they each do some of it: Shall we share the driving?

We shared the preparation for the party between us, so it wasn't too much work.

4. If two or more people or things share a feeling, quality or experience, they both or all have the same feeling, quality or experience: We share an interest in sailing.

All hospitals share some common characteristics.

I don't share your views/beliefs.

Management and the union both share in the responsibility for the crisis.

She knew that he was the person she wanted to share her life with. They kept to share joys and sorrows with our motherland and never stopped marching forward.

Love is a mysterious thing, love means care and understanding, love means to be together and share their joys and sorrows.

5. to tell someone else about your thoughts, feelings, ideas, etc: He's not very good at sharing his worries.

It's nice to have someone you can share your problems with.

Come on, Bob, share the joke (with us).

n. [C or U] a part of sth. that has been divided between several people, which belongs to, is owed to or has to be done by a particular person: The total bill comes to £80, so our share is £20.

We must make sure that everyone gets equal shares of the food.

The party's share of the vote fell from 39% to 24%.

She's not doing her share of the work.

We must all accept some share of the responsibility.

3. An advertisement provides information and uses persuasive language and exciting images to encourage people to buy a product or service or believe in an idea. （P2）广告通过提供有关信息、使用劝导性语言和令人兴奋的图象，来鼓励人们购买某种产品或服务或者是相信某种理念。

persuasive

adj. making you want to do or believe a particular thing: a persuasive speaker/speech

Your arguments are very persuasive.

He can be very persuasive.

persuade

vt.

to make someone do or believe sth. by giving them a good reason to do it or by talking to them and making them believe it说服 : If she doesn't want to go, nothing you can say will persuade her.

[+ (that)] It's no use trying to persuade him (that) you're innocent.

[+ to infinitive] He is trying to persuade local and foreign businesses to invest in the project.

Using a bunch of bananas, the zoo-keeper persuaded the monkey back into its cage.

FORMAL The first priority is to persuade the management of the urgency of this matter.

Her legal advisers persuaded her into/out of mentioning (= to mention/not to mention) the names of the people involved in the robbery. c.f.: convince

vt.

to persuade someone or make them certain使相信: He managed to convince the jury of his innocence. It took a long time to convince Mrs. Smith of her son’s guilt.

[+ (that)] It's useless trying to convince her (that) she doesn't need to lose any weight.

[+ to infinitive] I hope this will convince you to change your mind. convincing

adj.

able to make you believe that sth. is true or right: a convincing argument/explanation

convincing evidence

I didn't find the ending of the film very convincing.

高考链接

Alice trusts you; only you can ________ her to give up the foolish idea.

（2001上海）

A. suggest

B. attract

C. tempt

D. persuade

此题的句意为“惟有你能说服她放弃这种愚蠢的想法。”persuade sb. to do sth.表示“说服某人做某事”。

答案：D While shopping，people sometimes can’t help ____ into buying something they don't really need．

A．to persuade B．persuading C．being persuaded D．be persuaded 根据句意，can’t

help是“抑制不住、“情不自禁”的意思。其后应接动名词作宾语。在此句中，people与persuade之间是动宾关系，所以用动名词的被动式。答案:C The number of deaths from

heart disease will be reduced greatly if people _____to eat more fruit and vegetables. （2004上海）

A. persuade

B. will persuade

C. be persuaded

D. are persuaded 本句意为：如果人们被说服食用更多的水果和蔬菜，死于心脏病的人数将会大大减少

根据句意应使用被动语态。故选D encourage

vt. 1. to make someone more likely to do sth., or to make sth. more likely to happen; to inspire with hope, courage, or confidence; hearten.鼓励, 激励, 怂恿

赞助

[+ to infinitive] We were encouraged to learn foreign languages at school. He encouraged us not to give up. The council is encouraging the development of the property for both employment and recreation. At School and at college father encouraged us to take part in the games and sports. He encouraged us to read (oh, Hamlet!), to write and to share those written experiences, dreams [来源学科网]

and flights of fancy. “He told us about his work, and how important the research was. He encouraged us to be involved in research as well—to seek out other areas of investigation and find questions that need to be answered.”

2. to talk

or behave in a way that gives someone confidence to do sth.; to give support to; foster促进, 助长

They've always encouraged me in everything I've wanted to do. My parents and teachers at school were very supportive and encouraged me to develop my talent. I've always felt like I've had the freedom to explore my own ideas. 高考链接：

My advisor encouraged _______ a summer course to improve my writing skills. （2004北京）

A. for me taking

B. me taking

C. for me to take

D. me to take 答案：D 4. …and are intended to educate people about health, safety, or any other issue which affects public welfare. （P2）其目的是向人们提供关于健康、安全或者其他影响到公众利益的知识。

intend

vt. to have as a plan or purpose: 打算；意欲

[+ to infinitive] We intend to go to Australia next year. This column is intended to educate people on what threats exist and how they can defend themselves against them. Somehow I offended him, which wasn't what I'd intended.

[+ object + to infinitive] I don't think she intended me to hear the remark. Most of these parents intend for their children to go to college, even while they do all they can to reduce the academic preparation being provided. The course is intended for intermediate-level students.

It was intended as a compliment, honestly!

We intend this news report as teaching material for freshmen. The new proposals were intended to soften the impact of the reformed tax system. He intends no harm. 他没有恶意

5. However, we still must be aware of the methods used in advertisements to try and sell us things. （P2）尽管如此，我们对商业广告中所使用的技法还是得有些意识。

aware

adj. [after verb]

knowing that sth. exists, or having knowledge or experience of a particular thing: [+ that] I wasn't even aware that he was ill.

Were you aware of the risks at the time?

This software often serves others' interests without your being aware of the fact.

She was well (= very) aware that he was married.

"Has Claude paid the phone bill?" "Not as far as I'm aware." (= I don't think so) I suddenly became aware of (= started to notice) him looking at me.

awareness

n.[U]

[来源学科网]

Public awareness of the problem will make politicians take it seriously.

Environmental awareness has increased dramatically over the past decade.

6. …and connect them to the food in the supermarket. （P3）将这个字眼与本超市销售的食品联系起来。

connect

1. vi. & vt. (JOIN) to join or be joined with sth. else: Can I connect my printer to your computer? Will you connect this wire to the television. Where does the cooker connect (up) to the electricity?

Has the telephone/electricity/gas been connected (= switched on or joined to the main supply) in your new place yet?

2. vt. (RELATE) to consider or show a person or thing to be related to someone or sth. else: She's an actress I connect with the theatre rather than films.

Police are connecting the break-in with other recent thefts in the area. That solitary old man was suspected to be connected with the crime. 3. vt. (TELEPHONE) to make it possible for you to speak to someone else by telephone: Could you connect me with/to a number in Paris, please? I can't seem to get through.

4. vi. (TRANSPORT) If two public transport vehicles connect, they arrive at suitable times to allow passengers to get off one and onto another: Your flight arrives in Malaga at ten o'clock where it connects with a coach service to your hotel.

There's a connecting train service between the airport and the city. If it is built, it will connect Britain to Europe for the first time in history. join (CONNECT)

1.

vt. to connect or fasten things together: A long suspension bridge joins the two islands.

Join the two pieces together using strong glue.

The island is joined to the mainland by a road bridge.

If you join (up) the dots on the paper, you'll get a picture.

2. vi. & vt. If roads or rivers join, they meet at a particular point: The B11 joins the M11 south of Cambridge.

The River Murray and the River Darling join east of Adelaide. c.f.: join, connect

South America is joined to North America.南美满和北美洲是连在一起的。

Most of the large land areas are connected, or almost so.多数大块陆地是相连或者基本上是相连的。

join 强调原来形体清楚地分离的事物之间的结合，通常指直接地连接。如:田与田、国与国互相接连。connect 指通过某种连接物把具体事物（或人）或抽象概念连接起来。如：His research work is connected with steel industry.他的研究与钢铁工业有关。有时

join 与

connect 可替换使用。如：The two cities are connected (joined) by a railway.一条铁路把两个城市连接起来。应注意：join...to...与

connect...with...中的介词不可互换。

7. Not all ads play tricks on us though. （P3）然而，并不是所有的广告都跟我们玩这类把戏的。

trick

1. n. [C] (ACT OF DECEIVING) an action which is intended to deceive, either as a way of cheating someone, or as a joke or form of entertainment: She played a really nasty trick on me - she put syrup(糖浆, 果汁) in my shampoo bottle!

My niece was showing me all the tricks that she's learned to do with her new magic set.

It's a bit of trick photography - she's meant to look like she's walking on water.

play a joke/trick: to deceive someone for amusement or in order to get an advantage over them: She loves playing practical jokes on her friends. play a joke/trick on sb: to confuse someone or cause problem for them:

I thought I heard something - my ears must have been playing tricks on me.

Fate played a cruel trick on him when he was badly injured in his first international game. trick or treat: when children dress up in frightening or strange clothes on Halloween (= 31st October), especially in America and Canada, and visit people's homes to demand sweets or a small amount of money

2. vt. to deceive someone, often as a part of a plan:

Dean tricked the old lady into giving him eight hundred pounds, claiming that he would invest it for

her. He tricked me out of my money. ( He got the money from me by a trick. )

You’ve been tricked.

though

conj. 1. despite the fact that: She hasn't phoned, even though she said she would.

2. but: They're coming next week, though I don't know which day. Broadly speaking, I would agree with Shirley, though not entirely. adv. despite this: We were at school together. I haven't seen her for years though. I got tired though, but it was worth it. He said he would come, he didn’t, though.

I have a bit of a cold. It’s nothing much, though.

8. …but they are made to serve the public. （P3）但是他们的目的是服务大众。

make sb. do sth.:使役动词make+人+(省略了to)动词原形

She made the baby take a nap. Note: make如果在用法上出现了被动语态形式，用法则变成了be made to do。此类使役动词还包括get, have, let等。

They were made to work day and night /14 hours a day. serve

1. vt. (DEAL WITH CUSTOMER) in a shop, restaurant or hotel, to deal with a customer by taking their order, showing or selling them goods etc: Are you being served, madam?

That's the restaurant where they refused to serve Giles because he was so [来源学科网ZXXK]

rude. The hotel has served tourists at the same location for 30 years. 2. vi. & vt. (PROVIDE FOOD/DRINK) to provide food or drinks: Do they serve meals in the bar?

Breakfast is served in the restaurant between 7 and 9.

We arrived at the hotel and were served with champagne and canapés. serve the guests a wonderful dinner All recipes in this book, unless otherwise stated,

will serve (= be enough for) 4 to 5 people.

[+ object + adjective] Serve the tarts hot with custard or whipped cream.

3. vi. & vt. (WORK) to work for; to do your duty to: He served in the army in India for twenty years.

She has served on the committee for the last fifteen years.

He served under Harold Wilson as Transport Minister. serve the people heart and soul 高考链接

In some parts of the world, tea _____ with milk and sugar. （1993NMET）

A. is serving

B. is served

C. serves

D. served 答案：B 9.

These ads deal with large social issue. （P3）这些广告与社会问题有关。

deal with sth.

1. (TAKE ACTION) phrasal verb: to take action in order to achieve sth. or in order to solve a problem: How do you intend to deal with this problem?

General enquiries are dealt with by our head office. 2. be about; be concerned with: This is a book dealing with West Africa. Written in plain and common language, the long novel dealt with philosophical, religious and social issues, while remaining humorous and filled with adventure.

[来源学科网ZXXK]deal with sb. (TALK TO) phrasal verb: to talk to someone or meet someone, especially as part of your job:

She's used to dealing with difficult customers.

How would you deal with an armed burglar? 10. China began a nationwide public service advertising campaign in 1996. （P3）1996年，中国在全国范围内开展了一场公益广告宣传活动。

campaign

n. [C] a planned group of especially political, business or military activities which are intended to achieve a particular aim [军]战役, (政治或商业性)活动, 竞选运动

The protests were part of their campaign against the proposed building development in the area.

This is the latest act of terrorism in a long-standing and bloody campaign of violence.

The endless public appearances are an inevitable part of an election campaign.

She's the campaign organizer for the Labour Party.

The government have just launched (= begun) their annual Christmas campaign to stop drunken driving.

a controversial new advertising campaign