牛津译林版新教材高二英语选择性必修二全册课文原文（word可编辑）Word格式.docx

牛津译林版新教材高二英语选择性必修二全册课文原文（word可编辑）Word格式.docx

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FirefightersquicklyputouttheHendersonTowerfirelastnight.Thefire,whichisthoughttohavestartedfromthe8thfloor;

spreadquicklythroughthetowerblockonSundaynight,leavingpeopleontheupperfloorstrapped.Fearsgrewthatthenumberofdeathscouldreach5,accordingtofiguresreleasedbyemergencyservices.Fireenginesandambulances,calledat9:

30p.m.,reachedthescenewithin15minutes.Bythistime,thefirehadextendedtothe15thfloor.Firefightersgotthesituationundercontrolaround11p.m.Thereisconcernthattheconstructioncompanythatbuiltthetowerblockhadnotfollowedfiresafetyrules.

11JulyLocalnews

Deadlyfireintowerblockcausesseriousdamage

AterriblefirebrokeoutonSundaynight,leavingtheHendersonlowerseriouslydamaged.Emergencyservicesestimatethatthenumberofdeathscouldreach9.Bythismorning,4peoplehavebeenconfirmeddead.Thefirehasalsoleftdozensofpeopleinjured,5ofwhomareinacriticalcondition.LisaMayer,29,isamongtheluckyoneswhoonlysufferedminorinjuries.Sherecalled,TwasabouttohaveabathwhenIheardpeoplescreaminganddogsbarking.Ilookedoutsideandthesmokewaschokingme.Itwaslikeanawfuldream."

MrPeterson,headofthefiredepartment,confirmsthatadroppedcigaretteendonacarpetofthe8thfloorstartedthefireandthattheautomaticfirealarmsdidnotgooffquicklyenoughtopreventthedisaster.Ateamiscurrentlyinvestigatingtheaccidentfurther.

Readingnewsreportscritically

Werelyonnewstolearnaboutwhatishappeningintheworldaroundus.However,weusuallyfindthatreportsonthesameeventscontaindifferentorevencontradictoryinformation.Howdothesedifferencescomeabout?

Itisadvisabletorememberthatjournalistsmayhavedifferentpriorities,whichwouldinfluencehowtheyreportanevent.Let"

stakethetwonewsreportsontheHendersonTowerfireasanexample.Wecanseethatthefirstnewsreportpaysmoreattentiontotherescueefforts,whilethesecondtalksmoreaboutdeathsandinjuries.Whenwereadmorethanonereport,wecometounderstandaneventinamorecomprehensiveway.

Evenifnewsreportsarewrittenfrombasicallythesameperspective,theymaycontradicteachotherintermsoffactualdetails,aseventsintherealworldareusuallycomplicatedandconstantlychanging.Forinstance,thenumbersofdeathsdifferinthetwonewsreportsontheHendersonTowerfire.Whenwecomeacrosssuchfactualdifferences,weshouldnotrushtotheconclusionthatoneofthenewsreportsgivesfalseinformation.Instead,checkwhenthereportswerewritten.Newsreportswrittenatdifferentstagesofaneventcouldcontaindifferentinformationasnewfactsarebroughttolight.Anotheraspectworthyofmentionisthatjournalistsmayapproachinformationtheygetfromresearchorinterviewsdifferently.Supposeemergencyservices'

estimatesofthenumberofdeathsvarybetween5and9.Journalistsmaychoosetopresenttheminimum,themaximumorsomethinginbetweenintheirnewsreports.Therefore,checkingdifferentsourcesenablesustodrawamoreinformedconclusion.

Tosumup,itiswisetoreadnewsreportswrittenfromvariousperspectivesandatdifferentstages,whichbringsusamoreaccurateunderstandingofasituation.Wealsoneedtobecriticalabouttheinformationwereceiveandremembernottoblindlytrustwhatwehaveread.Thoughjournalistsarecommittedtopresentingthetruth,itisbettertouseourownjudgementthanrelyentirelyonnewsreports.Withgreatdiscrimination,everyoneofushasthepotentialtobeacriticalnewsreader.

Extendedreading

Injustoneday,apersoncanseehundredsofmarketingmessages.Advertisinghasbecomepartofourmodernlife.Butwhatisadvertisingexactly?

Inshort,itreferstotheactivityofpromotingaproductorservice.Inotherwords,ittriestopersuadeyoutobuyaproductorservice.

Thehistoryofadvertisinghasalwaysbeencloselylinkedwiththatofthemassmedia.Fromtheancientsimpleadvertisementspaintedonoutdoorsignstothecolourful,interactiveonesinsmartphoneapps,advertisingandthemassmediahavedevelopedhandinhand.Asmediachannelshavegrowninnumberandtype,sohaveadvertisements.

Becausethemassmediareachessomanypeople,itisaperfectvehicleforadvertisers.IfanadvertisementisplacedonapopularwebsiteoronTVatpeaktimes,ahugenumberofpeoplewillknowabouttheproductorserviceitisadvertising.Inadditiontomakingpeopleawareofaproductorservice,asuccessfuladvertisementwillalsocreateadesiretobuy,thusboostingbusiness.Thatiswhywhenacompanywantstopromoteaproductorservice,itoftenlaunchesamassmediaadvertisingcampaign.

Basedonthepsychologybehindcreatingadesiretobuy,advertisershavedevelopedwaysofpersuadingpeopleintopurchasingtheirproductsorservices.Acommontechniquetomakeanimpactistocreateamemorableslogan.Slogansusesimplebutimpressivelanguagetomakeusremembertheproductorservicebeingadvertised.Someoftheseslogansmayalsoappealtoouremotions.Forexample,asloganmayconnectafinechinateapotitaimstopromotewithourprideinhavinggoodtaste.YouwillhearavarietyofslogansanytimeyouwatchTV.Thinkaboutyourfavouriteone.Whatmakesitspecial?

Andwhatmessagedoesittrytogetacross?

Asloganwhichcommunicatesanideaeffectivelycanboostsalesandevenbecomepartofpopularculture.Thatisthepowerofmemorableslogans.

Anothertechniqueadvertisersoftenemployistolinktheircompanyorproducttoa“brandambassador”一afamousactor,asportsstar,orevenafictionalcharacter.Thinkofapopularfast-foodrestaurant.Doesithaveabrandambassador?

Isthebrandambassadorpopularamongpotentialcustomers?

Themorewelikethebrandambassador,themorewewillbeattractedtobuytheproduct.

Ofcourse,someadvertisementsarenotsoobvious.Forexample,productplacementistypicallyusedinfilmswithhugebox-officesuccessandTVshowswithhighratings.Somefilmsarenowsponsoredbyleadingbrands,sothatonlytheirproductsappearinthefilms,likethewatcheswornbythetitlecharacterintheJamesBondfilms.Othertypesofmassmediauseproductplacementtoo,includingvideogames.Itisnotuncommonforsportsvideogameseriestofeaturedifferentin-gameequipmentwithrealbrandnames.Weabsorbthesemarketingmessageswithoutthinkingaboutthemtoomuch,yettheyprobablyhaveaneffectonusthenexttimewegoshopping.

Inthepast,advertisingwasallaboutreachingasmanypeopleaspossiblewiththesamemessage.Now,advertisingisbecomingmoredigitalandmorepersonalized.AlreadywemayseeonlineadvertisementsforproductswehavepreviouslysearchedforontheInternet,andweareverylikelytoreceivespecialdiscountsandpromotionstargetedspecificallyatus.Inthefuture,advertisingwillbeevenmoreaboutunderstandingindividualcustomersandsendingthemadvertisementsthataretailoredtospecificneeds.Notonlywillthismakethemfeelmorevaluedandenablethemtoseewhattheyaremostinterestedin,butitwillalsohelpcompaniestargettheircustomersmoreefficientlytohaveapositiveeffectonsales.

Unit2

Everyfouryears,thousandsofhighlytrainedandtalentedathletesgathertogetherinthespiritoffriendship,solidarityandfairplay,readytotesttheirabilitiesagainsteachotherinthehopeofbeingrecognizedasthebestofthebest.ThisistheOlympics—anextraordinarysportingeventthatwasfirstcelebratedabout3,000yearsago.

[Subheading1]

TheancientOlympicGamesbeganintheyear776BCE.DuringtheearlyGames,onlyGreekmenwereallowedtoparticipate.Theycompetedinsucheventsasboxing,runningandthelongjump.TheancientOlympicGameswereheldatOlympiainGreeceeveryfouryearsforalmost12centuries,untiltheyeventuallydiedoutaroundtheyear393.

Morethan1,500yearslater,however,theGamesroseagain.ThemodernOlympicswerefirstheldin1896,inAthens.ItwasaFrenchman,PierredeCoubertin,whobroughttheOlympicsbacktolife.HisdreamwasthattheOlympicswouldhelppeopleofdifferentracialoriginsandfromdifferentcultureslivesidebysideinpeace.Foroveracentury,peoplefromdiversebackgroundshavemadejointeffortstohelprealizeCoubertin'

sdream.

[Subheading2]

MotivatedbytheOlympicmotto"

Faster;

Higher,Stronger”,manywell-knownathletes,bothmaleandfemale,havedevotedthemselvestoachievingsportingexcellenceandpushingtheboundariesofhumanachievement.OnesuchOlympianwastheboxerCassiusClay.Hecametopublicattentionduringthe1960RomeOlympics,whenhewonthelight-heavyweightgoldmedalfortheUSA,demonstratinggreattalentandpersonalityintheprocess.Afterwards,thisyoungmanproceededtobecometheworldheavyweightchampionin1964,andlaterchangedhisnametotheoneweallknow—MuhammadAli.Hereturnedtothe1996AtlantaOlympicGamestolighttheOlympicflameattheopeningceremony.Bythetimehediedin2016,Alihadbeenrecognizedasoneofthegreatestboxersofalltime.

AnothersportspersonthatshouldbeapplaudedisJessicaEnnis-Hill.Herstoryisaremarkableexampleofhowhardworkanddevotioncanleadtosportingexcellence.AformertrackandfieldathletefromtheUK,shewonanOlympicgoldmedalinherhomecountryin2012.Asifthatwerenotenough,shereturnedtotheOlympicsandwonasilvermedalin2016,justtwoyearsaftergivingbirthtoherfirstchild.Inaninterviewsherevealedthatthesecretofherconsistentgoodperformancewasthetrainingth