《牛津高中英语》模块4课文.doc

《牛津高中英语》模块4课文.doc

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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,LiuXiangexcitedpeoplealloverAsiawhenhebecamethefirstAsiantowinthegoldmedalinthemen’s110-metershurdles.

TheChineseledthewayatthe2008BeijingOlympics,winning51goldmedals.Forthefirsttimeinhistory,theChinesewomen’sgymnasticsteamwonthegoldmedal.Ho