Reading(1)：Advertisements教学评价实录

Module 4

Unit 1

Advertisements

Guess the meaning of the underlined part by the text context(上下文) 1) This ad is very clever, because it tells customers they are good cookers. _________ 2) We must not fall for this kind of trick. (L25)

_____________________________ 3) Not all ads play tricks on us though. (L27)

What we can infer(推断) is mentioned above? And what will be mentioned below? The above are some ads that_________________________, while the below part are some ads that ________________________. 4) Our government understands this

and has been using PSAs to educate people for many years.(L30)

_________________________________________________

Under teacher’s guidance for Ability broadening (能力拓展) 1. Most women in Ghana---the educated and illiterate, the urban(城市的) and rural, the young and old ---work to make money for their families. The underlined word “illiterate” in the passage means _____.

A. repeated

B. rich

C. uneducated

D. sick 2. Is it possible to beat high blood pressure without drugs? According to the researchers at Johns Hopkins and three other medical centers, the answer is “yes”

Johns Hopkins is the name of________________________________. 3. While you are waking up for class on Friday morning, Americans may be heading to a party on Friday night. You will be serious and they will, probably, be light-hearted. So don’t be angry if they seem distracted. The underlined word “distracted” in the passage means _____.

A. absent- minded

B. excited

C. worried

D. tired

Cooperation and inquiry learning (合作与探究学习) 1. William Shakespeare said. “The web of our life is of a mingled yarn（纱线），good and ill together.”

The underlined word “mingled” most probably means_________. A. simple

B．mixed

C．sad

D．Happy 2. Here is The Pines, whose cook has developed a special way of mixing foreign food such as caribou, wild boar ,and reindeer with surprising sauces. The Pines is the name of _____________.

A．place in which you can see many mobile homes B．mountain where you can get a good view of the valley C．town which happens to be near the Banff National Park D．restaurant where you can ask for some special kinds of food 3. A child’s birthday party doesn’t have to be a hassle; it can be a basket of fun. What does the underlined word “hassle” probably mean?

A. a party designed by specialists

B. a plan requiring careful thought

C. a situation causing difficulty or trouble

D. a demand made by guests 4. One ring call is a phone call that only rings one time and stops before the receiver is able to pick it up. When the receiver calls back, the other side is usually a recorded advertisement. And by the time people realize that they have been hoaxed, they have already paid for the call. The word “ hoaxed” probably means________

A. selected

B. cheated

C. heard

D. refused

Practice makes perfect (熟能生巧)

1. But sometimes，no rain falls for a long，long time. Then there is a dry period，or drought.

Here ‘drought’ refers to ____________________________. 2. Green loves to talk, and his brothers are similarly loquacious. ‘Loquacious’ refers to ‘(someone who) ___________________________.’

3. A hibernating

animal doesn’t wake in winter, that is, it sleeps in winter.

‘Hibernating’ usually means ‘(an animal that) _________________________.’

4. In fact, only about 80 ocelots, an endangered wild cat, exist in the US today.

‘Ocelots’ means _____________________________________. 5. Grassland is the animal’s traditional homes but as farming methods change over time, their homes are being lost and numbers are thought to be declining.

The underlined word ‘declining’ is similar to_______.

A. dropping

B. increasing

C. keeping

D. moving 6. If you know people only casually (not close friendship), it is inappropriate to give gifts. In fact, if you give gifts to people you have met a few times or give too many gifts even to friends, Americans will feel uncomfortable. The underlined word “inappropriate” most likely means________

A. impolite

B. improper

C. normal

D. friendly 7. Bob works very hard in a car factory near his home. He needs to work 8 hours every day. He will be on the night shift

—from midnight to 8 a.m.—next week.

A．开夜车

B．夜班

C．熬夜

D．晚上休息

8. Bananas, oranges, pineapples, coconuts and some other kind of fruit grow in warm areas.

Both ‘pineapples’ and ‘coconuts’ refer to _____________________________ 9. I feel that since you are my superior, it would be presumptuous of me to tell you what to do.”

The word “presumptuous” means______________________ A．full of respect

B．too confident and rude C．lacking in experience

D．too shy and quiet

10. Today young couples often spend lots of their money on appliances, such as washing machines, fridges and color televisions. ‘Appliances’ means “__________________________” in Chinese.

Practice makes perfect

Advertising can be a service to customers. This is true when advertisements give reliable information about the goods advertised. Such information is needed if the customer is to make a sensible choice when he buys. It is useful in that it lets him know of the kinds of goods in the shops. Printed advertisements do this job best. Customers can collect them and compare them. They can be taken along to shops and their statements can be checked against the actual goods in the shops. It is much harder to do this with TV or radio advertisements.

Some advertisements mislead customers by using part of the truth to suggest something false. The advertisement says, “The makers of Toovar washing machine recommend Jazz washing powder.” So they do. But they recommend six other washing powders as well. The advertisement does not say that Toovar recommend only Jazz. It is skillfully made to give that idea to the careless reader, listener or viewer.

At its best, advertising can be useful to the customer. At its worst, it can mislead him. So the only real safeguard for the customer is his own alertness(警惕).

I.

Fill in the blanks. Para 1

Statement:

Supporting idea:

Para 2

Statement:

Supporting idea:

Para 3

The

of the passage

II.

Choose the correct answer: What should be customers’ right attitude towards advertising? A.

Not to believe them. B.

To believe only printed advertisements. C.

Not to buy anything that is advertised. D.

To be on the alertness.