《牛津高中英语》模块4课文整理.docx

《牛津高中英语》模块4课文整理.docx

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《牛津高中英语》模块4课文整理

《牛津高中英语》模块4课文（word版可编辑修改）

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22.M4U1。

Reading—Advertisements

Nowadays，wecanfindadvertisementsalmostwhereverwego.Wearesousedtothemthatweoftendonotevenrealizehowmanyweseeandhearinaday.Ididsomeresearchonadvertisements,andhavesomeveryimportantinformationtosharewithyou。

Whatisanadvertisement？

Anadvertisementuseswordsandpicturestopersuadepeopletobuyaproductorservice，orbelieveinanidea。

Newspapers，magazines,theInternet，radioandtelevisionarethemostcommonplacestofindthem.Therearetwomaintypesofadvertisements––commercialadvertisementsandpublicserviceadvertisements（PSAs）。

Acommercialadvertisementisonewhichsomeonehaspaidfortoadvertiseaproductorservice。

PSAsareoftenrunforfree,andaremeanttoeducatepeopleabouthealth，safety，oranyotherproblemthataffectspublicwelfare.

Doesanadvertisementtellpeoplethecompletetruth？

Therearelawstoprotectpeoplefromadvertisementsthatcheatpeople.However，westillmustbeawareoftheskilfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie，itdoesnotmeanitisaltogetherinnocent.Onetoothpasteaddeclares，‘Bright-teethfightsbadbreath！

'Thisstatementtriestofoolyouintoassumingthatthetoothpastecuresbadbreath,yetitdoesnotsaythat!

Allitsaysisthatfightsit，andthatisnotthesamethingatall。

Onegrocerytellscustomers，‘Youareproudofyourcooking,soshouldn'tyoubuytheveryfreshestfood?

’Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However，itneversaysthatthisgroceryhasthefreshestfood！

Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwiththenicecomment，rememberthewords‘freshestfood’，andmakeamentalconnectionwiththefoodinthegrocery。

Wemustnotfallforthiskindoftricks。

Publicserviceadvertisements

Notalladsplaytricksonusthough.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage，buttheyaremadetoservethepublic.PSAsaimtoteachusandhelpusleadbetterlives。

OurgovernmentunderstandsthisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwidepublicserviceadvertisingcampaignin1996，andsincethenvarioustypesofPSAshaveappearedaroundthecountry。

Youhaveprobablyseenorheardsomeofthemyourself,suchas，‘Yestolife,notodrugs’and‘knowledgechangeslife。

’Theseadsdealwithwidespreadsocialconcerns.TherearealsoPSAsthatencouragepeopletosupportpublicserviceprojects,suchasProjectHope。

Itsmottois‘ProjectHope——-educatingeverychild'.ThereareevenPSAstoteachushowtolivehealthylives。

Oneoftheseis，‘Whenyousmokecigarettes,youareslowlykillingyourself'.Alloftheseadsaremeanttobenefitthepublic，andyoucanoftenlearnalotbyfollowingtheadvicetheygive。

Finally,Iwishtotellyouthis：

thinkaboutwhyyoushoulddothethingstheadsuggests,orbuytheproductorservicetheadpromotes.Whenitcomestoadvertisements，wemustalluseourintelligenceandnotbeaslavetothem！

23.M4U1。

Project

（1）—Howdoyoubuildanadcampaign？

Unlikeasingleadvertisement，anadcampaignisaplannedprogrammedofadvertisementsusingvariouskindsofadstoreachacertainaudience。

Whenyoustartasuccessfuladcampaign,youmusthaveaclearaimandanaudienceinmind。

Itisimportanttofigureoutexactlywhatyouwanttotelltheaudienceandwhatyouaretryingtogetthemtodo.Inanadcampaignyoumayneedtoemploydifferentkindsofmedia,includingposters,newspapers,magazines,radioandtelevision.

Therearethreemajorquestionsyoumayfirstconsider。

1Whoistheaudienceforyouradcampaign?

Thepeopleyouwanttoreachareyourtargetaudience.Inordertodetermineyouraudience,youwillneedtodoalittleresearchandanalysisinadvance.Youwillneedtoexplorewhattheaudiencealreadythinks。

Itisveryimportanttoknowyouraudiencesoyoucancreatetherightmessagefortherightpeople.

2Whatdoyouwantyouradcampaigntosay

Afteryouhavedecidedwhoyouraudienceis,itistimetodecidewhatyouwanttheaudiencetoknoworthinkabout。

Itisimportanttoalwaystrytoappealtotheaudienceinordertogetthemtoreactinacertainway。

Youcangatherthisinformationfromyourresearch。

Whenplanningapublicwelfarecampaign,youmaywanttoaskyourself：

●Whatdoesmyaudiencealreadyknowaboutthisproblem？

●Whataspectsofthisproblemwouldtheycareaboutorbeconcernedwith？

●Istheresomehistorybehindtheproblemthattheywouldbeinterestedin？

●Howdoestheproblempersonallyaffecttheirlives?

3Howdoyoureachyouraudience？

Therearelotsofdifferentwaystogetyourmessageacrosswhenyouareputtingtogetheranadcampaign.Youmustdecidewhatapproachyouwanttouse。

Thisdecisionshoulddependmainlyonyourtargetaudienceandwhichkindsofadsreachthatgroupbest.

24.M4U1.Project

（2）-Anti—smokingadcampaign

Everyyearmillionsofpeoplearoundtheworlddieduetosmoking.Everypacketofcigarettescontainspoisonouschemicalsthatcanresultinlungcancerandheartdisease。

Thiscostscountriesalotofmoneyandcausesgreatdamagetothewelfareofthepeople。

TherearehugenumbersofsmokersinAsia.Thisiswhywehavechosenanti-smokingasthesubjectofouradcampaign.

Thetargetaudienceishigh—schoolteenagers。

Ourmainaimistodiscourageyoungpeoplefromsmoking。

Ourresearchshowsthatyoungpeoplecareabouttheirhealthandfuture。

Wewilleducatethemaboutthebadphysicaleffectsofsmokingandhowsmokingaffectsthosepeoplearoundthem.Wewillexplainalltheadvantagesofnotsmoking,suchassavingmoneywhichcanthenbespentonotherthings。

Ourinterviewsalsoindicatethatyoungpeopleareconcernedaboutwhatiscoolandwhattheirfriendslike.Wewillshowhowsmokingisnotcoolorattractive，becauseitmakespeoplesmellterrible,andgivesthembadteeth,skinandfingernails。

Ifwecanconvinceyoungpeoplenottostart,theymightthenurgetheirparentsandotherpeopletogiveupsmoking,too。

Ourcampaignwillstarton31May,WorldNoTobaccoDay.Wewillputlargepostersaroundtheschoolwithourlogoandslogan.Ourwebsitewillprovidestudentswithmoreinformationaboutsmoking.Wewillalsopublishanarticleintheschoolmagazineinformingstudentsaboutthedangersofsmoking,andwewillorganizeanessaycompetitionaswell.

Ourslogan：

Smokingkills！

Manypeoplethinkthatsmokingiscoolorenjoyable,buttheyarenotonlyfullyawareofthedamagethatitdoestotheirhealth。

Thisiswhywechosethispictureasourlogo。

Wewanttoshockpeopleintorealizingthatmanysmokersdiealltoosoonfromillnessesanddiseasesrelatedtosmoking。

25.M4U2.Reading—TheOlympicGames

Goodafter，studentsandteachers.AsamemberoftheInternationalOlympicCommittee，IamdelightedtohavebeeninvitedtoyourschooltotalktoyouaboutthehistoryandsignificanceoftheOlympicGames。

I’llsharesomeinterestingfactsandstorieswithyou，andthenwe'llhavetimeforquestion。

DoyouknowwhentheancientOlympicGamesbegan?

Itwasintheyear776BC。

TheywereheldatOlympiainGreeceeveryfouryears,foralmost12centuries,untilAD394.

SomeofthesportsfromtheancientOlympicarestillseentoday，suchasthelongjump，wrestlingandrunning.AttheancientOlympics,bytraditiontheathleteswereallmenandtheyhadtocompetewearing，nocloths。

Singlewomenwereallowedtotakepartintheirowncompetition，ataseparatefestivalhonourofHera，thewifeoftheGreekgodZeus。

Today,bothmaleandfemaleathletesformaroundtheworldcantakepart,nomatterwhatnationtheycomefrom.

ThecontemporaryOlympicswerefirstheldin1896，inAthens.ItwasaFrenchman,PierredeCoubertin,whobroughttheOlympicsbacktolife.HedreamtthattheOlympicswouldmakeitpossibleforpeopleofallcountriestolivesidebysideinpeace.Nowpeopleallovertheworldarehelpingtorealizethisdream.Amongthemaremanywell-knownathletes。

Didyouknowthatperhapsthemostfamousboxerofalltimefirstcametopublicattentionduringthe1960RomeOlympics？

HewonthegoldmedalfortheUSA，underhisbirthnameCassiusClay.Afterwards，thisyoungmanwentontowintheWorldHeavyweightBoxingChampionshipin1964andlaterchangehisnametotheoneweallknow，MuhammadAli.HereturnedtotheOlympicGamesinAtlantain1996tolighttheOlympicflameattheopeningceremony。

AnothersportsstarIwouldliketomentionisMichaelJordan.

EveryoneknowsofhissuccessintheNBA，butdoyouknowthathehelpedtheUSAbasketballteamwinthegoldmedalatthe1984LosAngelesOlympics？

JordanalsoreturnedtotheOlympicsaftermanyyears,butunlikeMuhammadAli,hewasstillcompetingformedals。

Atthe1992BarcelonaOlympics，JordanwonhissecondOlympicgoldmedalasamemberoftheso—called’DreamTeam‘。

ChineseathleteshavealsomadeimportantcontributionstotheOlympicGames.Atthe1984LosAngelesOlympics,thePeople'sRepublicofChinareturnedtotheOlympicsafter32years’absence。

IamsurethewholeofChinamusthavefeltproudwhenXuHaifengwonthefirstgoldmedalforhiscountry.DengYaping，whowonfourOlympicgoldmedalsin1992and1996,isperhapsthegreatestfemaletabletennisplayertheworldhaseverseen.Atthe2004AthensOlympicGames，LiuXiangexc