1. 英语教学课件
高一（下）

2. Unit 1
Advertising
Reading

3. Advertisements

4. Lead-in Do you like advertisements? Where can we find them?
2. Do you think advertisement play an important role in our lives? Why or why not?
3. How many types of advertisement do you know? What are they? Show some example?

6. Advertisements

7. Quick look Take a quick look at the title and the subtitles (小标题).
What do you think might be discussed
in the article?

8. Fast reading To buy a product or service or believe in an idea.
Please answer the three questions in Part A.
1) What do advertisements encourage people
to do?
2) What does PSAs stand for?
3) What are PSAs meant to do?
To buy a product or service or believe in an idea.
Public service advertisements.
To educate people about health, safety or
any other issue which affects public welfare.

9. Reading strategy: reading expository writing
Introduction of subject
Supporting details
Conclusion
Para 1
structure
Para 2-5
Para 6
The same structure exists in each part.

10. Questions Supporting detail 1 What is an advertisement?
Does an advertisement tell people the complete
Truth?
Supporting detail 3
Public service advertisements

11. Careful reading Read the three supporting details carefully
and answer the following questions:
Where are advertisements most commonly
found?
2. What is the difference between commercial advertisements and public service advertisements?

12. Why are some of the advertisements clever according to the article?
When did China begin a nationwide public service advertising campaign?
Why should we follow the advice in PSAs?

13. T or F
Most people are not aware of how many ads are around them.
Advertisements are always meant to promote a product or service.
PSAs are only found in newspapers and on TV.
PSAs and commercial ads use some of the same methods.
Commercial ads can often give us valuable information about how to live our lives.
An ad warning people against smoking is an example of a PSA. T F F T F T

14. Fill in the chart Types of ads Similarities Differences e.g.
places found
methods used
purposes
Validity
Commercial ads
PSAs ? ? ? ?
Newspapers, magazines, the internet, radio, television
Persuasive language, exciting images ? ? ? ?

15. Similarities
Places found
Methods used
_____________ language
______________ picutres
clever
Newspapers Magazines
The internet Radio
Television
attractive

16. Types
Differences
Purposes
validity
Comme-rcial ads
PSAs
To promote a
product or service
They are not altogether
innocent.
To educate people
about health,
safety or any
Other problem
affects public
welfare
They are helpful and
we can learn a lot by
following the advice
they give.

17. “Bright-teeth fights bad breath!” “You are proud of your cooking,
Types
examples
Commerc-ial ads
PSAs
“Bright-teeth fights bad breath!”
“You are proud of your cooking,
so shouldn’t you buy the very
freshest food?”
“Yes to life, no to drugs”
“Knowledge changes life”
“Project Hope – educating
every child”
“When you smoke cigarrettes,

18. Summary
Advertisements, which often use p_______ language and e______ images, play an important p _____ of our lives. There are two main t_____ of advertisements.One is called c__________ advertisements, which are meant to p ______ a product or s ____ .But they don’t tell c _______ the
c ______ truth. Another one is called PSAs, which use a_______ and o______ images and c______ language,are often placed for f____.They d____ with many social i_____, which often affect public w______.
ersuasive
xciting
art
ypes
ommercial
romote
ervice
ustomers
omplete
ttractive
riginal
reative
ree
eal
ssues
elfare

19. Consolidation
Choose the words below to finish the author’s to a professor who helped her with her research.
dealing with comments campaigns promote benefit cheated even if fool

20. Dear Professor Liu Kai,
I want to thank you for offering me such useful advice ___________ my research. I have just published my article about advertisements on our school website, and have already received many kind __________ about it from my readers. The information I found has really helped me educate others in the ways in which companies ___________ their products.
dealing with
comments
promote

21. Before I consulted you, I had no comprehension that a company might try to ________ people into buying a product or service. Now, ________ there are exciting pictures and clever language in an ad, I will remember to think bofore I buy something so that I will not be _______________.
I will also pay a lot more attention to the public service ad ____________.
fool
even if
cheated
campaigns

22. benefit
Now I know how they can __________ society. I will encourage my friends to pay more attention to them as well. Thank you again for helping me find so much usful information!
Yours,
Qian Lili

23. I hope that after they read my article, my schoolmates will understand that PSAs are _________ to educate us about _______________ issues, and that commercial ads are meant to _________ products or services. Before our talk, I did not think very much about how an advertiser might be trying to trick _________ into buying a product or a service. Now I think I will be much smarter about what things to buy.
intended
public welfare
promote
customers

24. Thank you again for helping me find so much useful information!
Even if there are lots of exciting images and language, I will remember to think about the things I buy. I will also pay a lot more attention to the _________ public service ad _________ ,because now I know how helpful they can be. I will _________ my friends to pay attention to them as well.
Thank you again for helping me find so much useful information!
Yours faithfully,
Qian Lili
nationwide
campaigns
encourage

25. Language points

26. A 1. We are so used to them …( line 1)
be used to do / doing sth. ---get accustomed to
used to ---happened in the past
e.g.I am not quite used to living here/city life.
I used to live in Nanjing.
Ex: The new machine _____production.
However I_____it.
A. is used to increase; am not used to controlling
B. is used to increasing; don’t used to control
C. used to increase; don’t used to control
D. used to increasing; am not used to control
注意被动语态的区别！ A

27. 2. I did some research on…（line 2) …to share with you.(line 3)
research: 1) N. do/conduct research on:
我正在做关于广告的研究。
2) V. to study
商人研究市场很重要。
share with: use sth. together with
e.g. I’d like to share my book with you.
She _____ my troubles as well as my joys.
A. shares with B. shares (in)
I am conducting research on advertisements.
It’s important for a businessman to research the market.
share sth. with sb. B

28. 3. encourage people…believe in an idea (line 6)
encourage:give support or confidence to sb.
Don’t encourage bad habits in a child.
老师鼓励她看英文电影。
The teacher encouraged her to watch
English films.
believe in: to have firm faith in
Many people believe in God.
Ex: believe/believe in
I don’t ________ ghosts. I _______ that stories of ghosts were made up by human beings.
You can do it well!
believe in
believe

29. 4. …for free, and are intended to…(line 11)
for free:free of charge/without payment
You can take the ticket for free.
每个孩子都会得到一本免费的书。
intend to: design/mean to do sth.
I intended to do it, but I’m afraid I forgot.
What he said at the meeting ____ make us
to support his idea.
A. intended to B. intends to
C. was intended to D. is intended to
Every child will get a book for free. C

30. 5. China has strong laws to protect people from… (line 14)
protect…from…keep sb/sth safe from
We should protect the earth from pollution.
人们通常戴太阳镜以妨眼睛被太阳灼伤。
More relative phrases:
People usually wear sunglasses to protect their
eyes from being burned by the sunlight.
protect/prevent…(from)…
stop/keep…from…

31. 6. from advertisements that lie or …(line 14)
lie: lied (pt, pp), lying (pres p) vt.说谎
~ to sb. about sth.
She was lying! She lied to me about her age!
lie: lay (pt) lain (pp) lying(pres p) vi.平躺
He has lain in bed since this morning.
lay: laid (pt, pp) laying (pres p) vt. 放置
He laid his hand on my shoulder.
Ex: He ____ the book on the desk and told me
that he had ____in bed for the whole morning.
But I knew that he was ____ to me.
laid
lain
lying

32. 7…must be aware of the methods (line 16)
be aware of: realizing sth. that exists
Are you aware of the importance of learning a
foreign language?
你知道是什么时候了么？
be aware that: having knowledge of sth./sb.
She became aware that something was burning.
我很清楚吸烟有害健康。
Are you aware of the time?
I’m well aware that smoking is bad for our health.

33. 8. …connect them to the food…(line 25)
connect: bring together/join
The two cities are connected by a railway.
She is connected with a famous family.
You should not connect the two different things to each other.
我这就给你接通王先生的电话。
connection: N. in connection with
他们与这个案件有关联。
I’ll connect you with Mr. Wang immediately.
They are in connection with the case.

34. 9. We must not fall for this kind… (line 26)
fall for sth.: to be tricked
You should be clever enough not to fall for his tricks.
他说他是学生我信以为真。
fall guy: person who is tricked
How could you be easily cheated by his words?
You are really a fall guy.
fall for sb: be attracted to sb.
They met, fell for each other and got married six weeks
later.
More phrases about fall
He said that he was a student and I fell for it.

35. fall down:
The plan fell down because it proved to be too expensive.
fall into sth:
You can not fall into the bad habit—smoking
a lot.
fall off:
The production has fallen off since last month.
fall to doing sth:
They fell to thinking about what had happened to them.

36. 10. …ads play tricks on …(line 28)
play tricks on: play a joke on
Children, as well as adults, usually play
tricks on each other on Halloween.
老师要求我们不要再捉弄对方了。
The teacher asked us not to play tricks on
each other any more.
trick: V. trick sb. into doing sth.
She tricked him into giving her all his money.

37. Homework Retell the article about advertisement.
Look for more information about commercial advertisements and public service advertisements on the Internet.