2019高中英语unit11themediasectionⅲlesson2 13页

SectionⅢLesson2&Lesson3—Pre-reading[原文呈现]Theclassic①advertisementisone②thatgivesinformationaboutfindingcertain③products.Itislikely④tobejustthenameofacompany,partofwhichmaybeagenerallocation⑤.Forexample,itcouldbe“ShanghaiSewing⑥Machine”，or“TsingTaoBeer⑦Corporation⑧”，andyouwouldknowwhatthecompaniessell,wheretheyarelocated,andthebrand⑨names.However,thiskindofadvertisingmightnotbesuitable⑩whenthereareproductsandservicesindirectcompetitionwith⑪eachotherinthemarketplace.Insuchsituations,advertisementsneedtoattract,andholdtheattentionof⑫thepublic.Someadvertisementsconsistof⑬picturesorthewordsofexpertstoshowpeoplehowgoodtheproductsare.Otherstrytocreateadvertisementsthatpeoplesimplyenjoylookingat.⑭Aspresentdayadvertisers⑮oftenhavelargebudgets⑯，alotofmoneyisspentonapplying⑰moderntechniquesofdesigntomaketheseadvertisementsasvisually⑱attractiveaspossible⑲.[读文清障]①classic/'klæsIk/adj.传统的；经典的②one指代同名(类)异物，即anadvertisement。③certainadj.某种，某些④likelyadj.可能的，有希望的Sb./Sth.belikelytodosth.某人/某物有可能做某事⑤“名词＋介词＋which”引导的定语从句。⑥sewing/səʊIŋ/n.缝纫，缝制品　sew/səʊ/vt.缝，缝制⑦beer/bIə/n.啤酒　⑧corporation/ˌkɔːpə'reIʃn/n.公司⑨brand/brænd/n.商标，牌子　suitable/'suːtəbl/adj.合适的⑪incompetitionwith...与……竞争competewith与……竞争⑫attracttheattentionofsb.吸引某人的注意力holdtheattentionofsb.保持某人的注意力⑬consistof由……组成　makeup组成　bemadeupof由……组成n⑭as引导原因状语从句。⑮advertiser/'ædvətaIzə/n.广告人advertise/'ædvətaIz/vt.为……做广告，登广告advertisementn．广告　⑯budget/'bʌdʒIt/n.预算⑰applyv．申请，应用　applyfor申请　applyto应用于，适用⑱visually/'vIʒʊəli/adv.外表上；视觉地⑲句中tomake...possible为动词不定式短语作目的状语。[第1～2段译文]传统的广告只为找到某种产品提供信息。它很可能仅是一个公司的名称，其中可能含有公司的大概位置。例如，一则广告可能是“上海缝纫机厂”或“青岛啤酒厂”，你一看就知道它们卖什么，位置在哪里，是什么牌子。然而，当产品和服务在市场上互相进行直接竞争时，这种广告可能就不适合了。在这种形势下，广告需要吸引和保持公众的注意力。有些广告中含有一些图片或专家说的话，以向人们展示该产品如何好。还有一些广告的设计只是让人们欣赏其画面。当今的广告商常常拥有大量的预算，所以他们把许多钱用在现代设计技术上，以使这些广告在视觉上尽可能地吸引人。However,eventhisisoftennotenoughtobe⑳noticedinamoderncity.Becauseoftheadvertisingboom，peopleareusedtoseeinghighstandardsofvisualdesign.Modernadvertisementsmuststandoutinaworldfullofcompetitionbycombiningthehigheststandardsofdesignwithideaslinkedtotheproductstomakethemmoreattractive.Forexample,someadvertisementsmaysuggestthatbuyingacarcanmakeyoufree.Thatis，theyusetheconceptoffreedomtosellthecar.Othercommonideasincludehappiness,wealthandsuccess.Infact,intheworldofadvertisements,suchcontentisasoldasadvertisingitself.Formanyoftoday’sadvertisers,repeatingoldideasisnotasuccessfulapproach.Theyrealisethatitdoesnotmatterhowattractivetheidealinkedwiththeproductis—mostpeopleknowthatthemainpurposeoftheadvertisementismakingcustomersspendmoney.Instead,theseadvertiserslookforotherwaystomakepeoplenoticetheirproducts.Thetopadvertisersoftodaybelievethatusinghumouraswellasnewandunusualideastosurprisepeopleisimportantinmodernnadvertisements.Theiraimistocreatesomethingthathasneverbeenseenbeforeandisfascinatingforpeopletolookat.Bydoingthis,theyhopetomakepeopleforgetthatsomeoneistryingtosellthemsomething！⑳enoughtodosth.足以做某事becauseof“因为”，后接名词、代词等。boom/buːm/n.迅速增长　beusedto习惯于visual/'vIʒʊəl/adj.视觉的，视力的standout突出，显眼　standfor代表combinev．使结合，联合combine...with...把……和……相结合belinkedto和……连接或联系link...with...将……与……连接在一起linkup相连接；相联系过去分词短语linkedtotheproducts作后置定语，修饰ideas；动词不定式短语tomakethemmoreattractive作目的状语。suggestv．暗示当suggest表示“建议”时，其后名词性从句应使用虚拟语气；而当suggest表示“暗示，表明”时，其后从句应使用陈述语气。动名词短语buyingacar作主语。thatis(＝thatistosay)常作插入语，表示“也就是说”。concept/'kɒnsept/n.概念；观念动名词短语repeatingoldideas作主语。approach/ə'prəʊtʃ/n.方法，方式(常与介词to搭配)that引导的从句作realise的宾语。it是形式主语，真正的主语是后面的howattractive...theproductis。humour/'hjuːmə/n.幽默　humorousadj.幽默的aswellas既……又……，也AaswellasB强调A　notonlyAbutalsoB强调Bn动词不定式短语tocreate...lookat作表语。其中thathasnever...lookat是定语从句，修饰something。trytodosth.设法/努力做某事　trydoingsth.尝试做某事[第3～4段译文]然而即使这样，也经常不足以在现代城市中引起关注。由于广告业的繁荣，人们已习惯于看到高水准的视觉设计。现代广告必须把最高水平的设计和产品理念相结合，以增强吸引力，这样才能在激烈的竞争中胜出。例如，有些广告示意买车会使你自由。其实，他们是在用自由的理念来卖车。其他常见的理念包括幸福、财富和成功。事实上，就广告界而言，这些内容和广告本身一样陈旧。对当今众多的广告商来说，重复旧的理念已不是有效的办法。他们意识到，与产品相关联的理念多么吸引人并不重要——多数人知道广告的主要目的就是让消费者花钱。相反，这些广告商寻找其他方式来使人们关注他们的产品。当今的顶级广告商认为。在现代广告中运用既出其不意、新颖独特又幽默的创意很重要。他们的目的是要创造一种人们以前没有见过的、赏心悦目的东西。他们希望这样做会使人们忘记有人正在向他们推销商品！However,notalladvertisingisaboutsellingproductsandservicesforaprofit.Somecontemporaryadvertisementsmainlyaimtomakecontributionstosociety.Therearepublicadvertisementswhichencouragecitizenstoparticipateinimprovingtheirneighbourhood,protectingtheenvironment,andhelpingotherpeople.Overthelastdecade,thegovernmenthasworkedhardatusingadvertisementstoeducatethepubliconfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.Theseadvertisementshavehelpedtoincreasepublicknowledge,whichhasmadeoursocietyabetterplaceforeveryone.notall...为部分否定，意为“并非所有的……都”。完全否定常用none,noone,nobody,nothing等。advertising/’ædvətaIzIŋ/n.广告活动；广告业contemporary/kən’temprəri/adj.当代的aimv．瞄准；力求达到；目的是aimtodosth.意欲做某事contribution/ˌkɒntrI’bjuːʃn/n.贡献，捐助makecontributionsto对……做出贡献ncitizen/’sItIzn/n.公民；市民[第5段译文]然而，并非所有的广告都是为了赢利而推销商品和服务。一些当代广告的主要目的是为社会做贡献。还有一些公益广告，它们鼓励公民参与改善社区、保护环境和帮助他人的活动。在过去的10年中，政府努力用公益广告教育公众防范艾滋病、节约用水、扶贫、戒烟等。这些公益广告有助于增加公众知识，使我们的社会对每个人来说更加美好。PrereadingPleasematchthewordswiththeirpropermeanings.1．blame　　A．雇用2．attemptB．鼓励3．attitudeC．租用，雇用4．pretendD．为……辩解；保卫5．hireE．态度，看法6．approachF．尊敬；尊重7．analyseG．争论；理由8．employH．责怪，归咎于9．contributionI．合适的10．defendJ．假装11．argumentK．分析12．encouragementL．尝试，试图13．respectM．方法，方式14．advertiseN．贡献，捐助15．suitableO．为……做广告，登广告1～5________　6～10________　11～15________答案：1～5　HLEJC　6～10　MKAND　11～15　GBFOILeadin1．Whatdoyouknowaboutthepaparazzi?参考答案：The_paparazzi_are_also_called_“puppy_team”_in_Chinese._It_refers_to_those_journalists_who_are_hunting_the_news_of_celebrities._They_like_to_take_photographs_of_famous_people’s_private_lives.2．Canyouthinkofsomeadvertisementsyouhaveseen?nWherecanyouseeorhearadvertisements?参考答案：onTV　　　　inthenewspaperontheInternetontheradiointhestreetatbus/train/subwaystationonthebusinthemagazineontheboard,etc.WhilereadingFastreadingReadthetextandthenmatchthetopicswitheachparagraph.(1)Paragraph1　　　A．Thecombinationofdesignandnewideas.(2)Paragraph2B．Thenewandgeneralneedofmodernads.(3)Paragraph3C．Aboutclassicads.(4)Paragraph4D．Thereasonofmakingpeopleforgettheexistenceofads.(5)Paragraph5E．Aboutthepublicads.(1)～(5)________答案：(1)～(5)　CBADECarefulreadingChoosethebestanswersaccordingtothetext.1．Accordingtothewriter,advertisementslike“ShanghaiSewingMachine”or“TsingTaoBeerCorporation”are________.A．attractive　　　　　　　　B．suitableC．competitiveD．classic2．Nowadays,advertisementswith________aremoreattractivetopeople.A．highstandardsofdesignB．ideaslinkedtotheproductsC．highstandardsofdesignandideaslinkedtotheproductsD．conceptsoffreedom,happiness,wealthandsuccess3．Thetopadvertisersusehumouraswellasnewandunusualideas________.A．tocreatesomethingnewnB．topersuadepeopletobuytheirproductsC．tomakepeoplenoticetheirproductsD．alloftheabove4．Publicadvertisementsaremadetoencouragepeopleto________.A．makecontributionstosocietyB．protecttheenvironmentC．improvetheirneighborhoodD．helpotherpeople5．What’sthemainideaofthetext?A．Howtomakeanattractiveadvertisement.B．Howtosellproductswithadvertisements.C．Whatagoodadvertisementislike.D．Notalladvertisementsaimtomakeaprofit.答案：1～5　DCDABStudyreadingAnalyzethefollowingdifficultsentencesinthetext.1．Forexample,itcouldbe“ShanghaiSewingMachine”or“TsingTaoBeerCorporation”，andyouwouldknowwhatthecompaniessell,wheretheyarelocated,andthebrandnames.[句式分析]　本句是由and连接的两个并列句。在后一个分句中，又包含着what引导的宾语从句和where引导的宾语从句。[尝试翻译]　例如，一则广告可能是“上海缝纫机厂”或“青岛啤酒厂”，你一看就知道它们卖什么，位置在哪里，是什么牌子。2．Aspresentdayadvertisersoftenhavelargebudgets,alotofmoneyisspentonapplyingmoderntechniquesofdesigntomaketheseadvertisementsasvisuallyattractiveaspossible.[句式分析][尝试翻译]　当今的广告商常常拥有大量的预算，所以他们把许多钱用在现代设计技术上，以使这些广告在视觉上尽可能地吸引人。nⅠ.阅读理解ATheappealofadvertisingtobuyingmotivescanhavebothnegativeandpositiveeffects.Consumersmaybeconvincedtobuyaproductofpoorqualityorhighpricebecauseofanadvertisement.Forexample,someadvertisershaveappealedtopeople’sdesireforbetterfueleconomyfortheircarsbyadvertisingautomotiveproductsthatimprovegasolinemileage.Someoftheproductswork.Othersareworthlessandawasteofconsumers’money.Sometimesadvertisingisintentionallymisleading.Afewyearsago,abrandofbreadwasofferedtodieterswiththemessagethattherewerefewercaloriesineveryslice.Itturnedoutthatthebreadwasnotdietetic,butjustregularbread.Therewerefewercaloriesbecauseitwasslicedverythin,buttherewasthesamenumberofcaloriesineveryloaf.Onthepositiveside,emotionalappealsmayrespondtoaconsumer’srealconcerns.Considerfireinsurance.Fireinsurancemaybesoldbyappealingtofearofloss.Butfearoflossistherealreasonforfireinsurance.Thesecurityofknowingthatpropertyisprotectedbyinsurancemakesthepurchaseoffireinsuranceaworthwhileinvestmentformostpeople.Ifconsumersconsiderthequalityoftheinsuranceplansaswellasthemessageintheads,theywillbenefitfromtheadvertising.Eachconsumermustevaluateherorhisownsituation.Arethebenefitsoftheproductimportantenoughtojustifybuyingit?Advertisingisintendedtoappealtoconsumers.Butitdoesnotforcethemtobuytheproduct.Consumersstillcontrolthefinalbuyingdecision.语篇解读：广告的吸引力有积极影响也有消极影响，但买不买商品最终决定权在消费者手中。1．Advertisingcanpersuadetheconsumertobuyworthlessproductsby________.A．stressingtheirhighqualityB．convincinghimoftheirlowpriceC．maintainingabalancebetweenqualityandpriceD．appealingtohisbuyingmotivesn解析：选D　推理判断题。从第一段看出，广告能说服人购买没有价值的产品就是因为它能投其所好，抓住消费者的购买心理。故选D。2．Thereasonwhythebreadadvertisementismisleadingisthat________.A．thinslicesofbreadcouldcontainmorecaloriesB．theloafwascutintoregularslicesC．thebreadwasnotgenuinebreadD．thetotalnumberofcaloriesintheloafremainedthesame解析：选D　细节理解题。文章第二段举了一个消费者被误导的例子。由本段最后一句可知，面包广告的误导性在于整条面包的热量总数并未减少。3．Itcanbeinferredfromthetextthatasmartconsumershould________.A．thinkcarefullyaboutthebenefitsdescribedintheadvertisementsB．guardagainstthedeceivingnatureofadvertisementsC．befamiliarwithvariousadvertisingstrategiesD．avoidbuyingproductsthathavestrongemotionalappeal解析：选A　推理判断题。广告的目的是吸引消费者，但不能强迫消费者购买，最终的选择权还是在消费者手里。故选A。4．Thetextismainlyabout________.A．howtomakeawisebuyingdecisionB．waystoprotecttheinterestsoftheconsumerC．thepositiveandnegativeaspectsofadvertisingD．thefunctionofadvertisementsinpromotingsales解析：选C　主旨大意题。文章的主旨就在开头处“Theappealofadvertisingtobuyingmotivescanhavebothnegativeandpositiveeffects.”故选C。BLondon—TheEdinburghFestival,thebiggestartsfestivalofitskindintheworld,gotunderwayintheScotlandcapitalonSundaywithaconcertthatincludedHectorBerlioz’s“ToDeum”，underthedirectionofChristophvonDohnanyi.Thefestival,whichrunsuntilAugust31thisyear,includesasitshighpointsPeterStein’sstagingofWagner’s“Parsifal”，withClaudioAbbadodirectingtheGustavMahleryouthorchestra(管弦乐队).TheconcertprogrammeincludesAmericanpianistRichardGoode，bassbaritoneThomasQuashoffandviolinistChristianTetzlaff.Newtotheprogrammesthisyearwillbe25lateeveningclassicalmusicconcerts.Earlierthismonth,theEdinburghFringeFestival,thelargestshowcaseinthenworldforperformanceart,officiallygotunderwaywiththeatre,dance,poetryandmusicpresentations(演出)．Manyofthefringeartists,whocanenterthefringefestivaluponpaymentofasmallfee,wereinspiredthisyearbytheeventsofSeptember11.ThousandsofpeopleflocktoEdinburghfromaroundtheworldduringthefestival,whichisover50yearsold.Itaimstopromote(促进)andencourageartsandtoreflectinternationalculture.Itcomprises(consistsof)variousdance,music,opera,andtheatrepresentationstakingplaceacrossthecityduringthethreeweekrun.语篇解读：本文为来自London的报道。报道了TheEdinburghFestival在theScotlandcapital开幕，并介绍了本次节日的盛况、目的和意义。5．WhendidtheEdinburghFestivalbegin?A．August10.　　　　　　B．August15.C．August31.D．September11.解析：选A　推理判断题。从第二段第一句“Thefestival,whichrunsuntilAugust31thisyear”及文章最后一句“duringthethreeweekrun”可推知此题答案为A。6．WhatdidtheEdinburghFestivalneverhavebefore?A．Youthorchestra’sperformances.B．Poetryandmusicpresentations.C．Lateeveningclassicalmusicconcerts.D．Americanpianistsandviolinists.解析：选C　细节理解题。从第二段最后一句“Newtotheprogrammersthisyearwillbe25lateeveningclassicalmusicconcerts.”可知此题答案为C。7．TheEdinburghFestival________.A．istheonlyfestivalofitskindintheworldB．haslastedover50yearsC．beganwithaconcertdirectedbyRichardGoodeD．isactuallyadancefestival解析：选B　细节理解题。根据文章最后一段的第一句“...thefestival,whichisover50yearsold.”可知此题答案为B。8．TheScottishpeopleholdtheEdinburghFestival________.A．toattractpeopleacrosstheworldtotheircityB．toshowtheirfringeartsonlyC．toattractfamousartiststotheircityD．topromoteandencourageartdevelopmentn解析：选D　细节理解题。根据文章最后一段第二句“Itaimstopromote(促进)andencourageartsandtoreflectinternationalculture.”可知此题答案为D。CTheotherday,Ireadanewsreportthatanathleteconsumedsteroids(类固醇)inordertoperformbetteratasportsevent.Iwasreallysurprised.Tobehonest,Ireallylovedthatathletebeforethenewsreport.ButafterIlearnedheconsumedsteroids,Inolongerlikedhim.Athletesthatareinsportsshouldnotbeallowedtoconsumesteroids.Oriftheyareconsumingsteroidstheyshouldnotbeallowedtoplaysports.Whenathletesusesteroids,theyhavetheadvantageofmanythings.Forexample,theyhavetheadvantageofdoingbetterwhendoingtheirplaysorwhentheyareagainsttheiropponents(对手).Let’ssaythattwoathletesarecompeting,onedoesconsumesteroidsandtheotherdoesn’t,whowillwin?Itwillmorethanlikelybetheathleteconsumingsteroids.Thiswouldbebecausesteroidsmakepeoplestrongerandmoreenergetic.Steroiduseshouldbeavoidednotonlybecauseitgivesdisadvantagetootherathletesbutalsobecauseitdestroysthehumanbody.Consumingsteroidsdoesnotgreatlychangeyourbodyimmediately.Itdoesmakeyoulookbuiltandstrong,butitsdamagestoyourbodywillappeargradually.Inmyopinion,steroidsarenotagoodthingwhenitcomestosports.Steroidswillnotonlybeadisadvantagetothoseathleteswhodonotconsumethembuttheywillalsohavelongtermnegativeeffectsonthehumanbody.Ifanathletewasconsumingsteroidsandhadagreatperformanceandlateronthenewsfoundoutthathewasconsumingsteroids,itcouldaffecttheathlete’scareer.Mostofthefanswillthinkthattheathletehasabadreputationandtheathletecanevengetkickedofftheteam.语篇解读：本文为议论文。作者认为运动员不应该服用类固醇，因为这不但对别的运动员不公平，对服用者本人也有害。9．Whatsurprisedtheauthor?A．Theathleteconsumedsteroids.B．Peoplestoppedlikingthatathlete.C．Thenewsreportliedabouttheathlete.D．Theathleteperformedbetterthanbefore.n解析：选A　细节理解题。由第一段“...Ireadanewsreportthatanathleteconsumedsteroids(类固醇)inordertoperformbetteratasportsevent.Iwasreallysurprised.”可知，是那位运动员服用类固醇这件事让作者很惊讶。10．Accordingtothetext,ifanathleteconsumessteroids,________.A．hemaylookverystrangeB．itisunfairtohisopponentsC．hemayperformworsethanbeforeD．itisharmfultohimintheshortrun解析：选B　推理判断题。由第二段所举的例子可知，运动员服用类固醇后更易取胜，因为类固醇会让人更强壮、精力更充沛。因此这对他的对手而言是不公平的。11．Intheauthor’sopinion,steroiduse________.A．isn’talwaysabadthingB．ispopularamongathletesC．issupportedbysomefansD．maydestroytheathlete’scareer解析：选D　细节理解题。由最后一段“...lateronthenewsfoundoutthathewasconsumingsteroids,itcouldaffecttheathlete’scareer.”可知应选D。12．Whatisthetextmainlyabout?A．Whysomeathletesconsumesteroids.B．Whyathletesshouldnotconsumesteroids.C．Whysteroidsareharmfultothehumanbody.D．Whysomeathletesperformbetterthanothers.解析：选B　主旨大意题。由文章内容可知，本文主要是围绕为什么运动员不应该服用类固醇展开的。Ⅱ.阅读七选五It’snormaltowakebrieflyduringthenight.__1__Butifyou’rewakingupduringthenightandhavingtroublefallingbackasleep,thefollowingtipsmayhelp.Stayoutofyourhead.Thekeytogettingbacktosleepiscontinuingtoprepareyourbodyforsleep,soremaininbedinarelaxedposition.Hardasitmaybe,trynottostressoverthefactthatyou’reawake,becausethatverystressandanxietyencourageyourbodytostayawake.__2____3__Ifyouarefindingithardtofallbackasleep,tryarelaxationtechniquesuchasvisualization(想象),ordeepbreathing,whichcanbedonewithoutevengettingoutofbed.Remindyourselfthatalthoughthey’renotareplacementfornsleep,restandrelaxationstillhelprefreshyourbody.Doaquiet,nonstimulatingactivity.Ifyou’vebeenawakeformorethan15minutes,trygettingoutofbedanddoingaquiet,nonstimulatingactivity,suchasreadingabook.Keepthelightsdimsoasnottothinkthatit’stimetowakeup.__4__Alightsnackmightrelaxyou,butbecarefulnottoeatsomuchthatyourbodybeginstoexpectamealatthattimeoftheday.__5__Ifyouwakeduringthenightfeelinganxiousaboutsomething,makeabriefnoteofitonpaperanddelayworryingaboutituntilthenextdaywhenyouarefreshanditwillbeeasiertoresolve.A．Makerelaxationyourgoal,notsleep.B．Putoffworriesandtroubles.C．Useaflashlighttogotothebathroomatnight.D．Infact,agoodsleeperwon’tevenrememberit.E．Alsoavoidscreensofanykind—computers,TVs,cellphones,iPads.F．You’llbemuchmoreproductiveandcreativeafteragoodnight’srest.G．Agoodwaytostayoutofyourheadistofocusonthefeelinginyourbody.答案：1～5　DGAEB