以下为课件内提取的文本内容，仅供参考：

Skimming:

2. Who did the UN select to represent the UN and make its programmes known to the public?

1. Where can we find ads?

On TV and over the radio, on Internet and in newspapers, and on posters.

Ronaldo, Tetsuya Komuro and other famous people

What’s your opinion on ads?

Read Para1&2 and try to find the main idea for each Para.

Reading:

Ads are found almost everywhere.

People react to advertisements in different ways.

Para1:

Para2:

People react to advertisements in different ways.

some people:

others:

defenders of ads:

critics:

useful and entertaining

annoying

make informed choices

accuse… of… to

Introduce a brand name to potential customers

Influence the choices customers make

the principle of advertising

Para3:

How do the advertisers get their message across?

spend large amounts of money

appeal to their emotions

sell what money cannot buy

Read Para 4-7

What are the advantages and disadvantages of ads?

increase product sales

reduce prices

help consumers choose among all the available products

introduce new products

allow customers to compare prices and quality

improve society

mislead consumers in illegal way

How could advertising reduce the price of products?

Advertising increases product sales. Since an increase in sales means an increase in production, the price may be reduced.

What does an ad usually include?

the feature, functions and costs

Why do you think many organisations often name well-known persons as their spokesman or spokeswoman?

Let’s first appreciate a piece of ad

Why do you think many organisations often name well-known persons as their spokesman or spokeswoman?

People like to follow stars, so it’s easier for organizations to spread knowledge, change attitudes and improve society.

How can we spot bad ads?

First of all, we should always ___ ___ ___ __ for “_____ __________”. Some ads hide important information by using ____ ___ or _____. Other ads mislead us by ______ _______ that are only ____ ___ or have been ______ __ ___ _____ . A similar trick is used in so-called “____________” ads, that is the customer is shown ___ ______and then given ______.

hidden information

colors

showing pictures

partly true

changed to look better

bait-and-switch

one product

another

keep an eye out

hidden information

small print colors

showing pictures

partly true

changed to look better

bait-and-switch

one product

another

Retell the text according to the following words and phrases.

What kind of attitude shall we take toward advertisement?

Read pa.8 and answer the question.

We should take a critical attitude towards ads.

True or False

1. We can find ads only on TV and over the radio, on the Internet and in the newspapers and on posters. 2. All of people find ads useful and entertaining. 3. Ads sometimes seem to be selling them what money cannot buy: love, happiness and success. 4. Ads can never reduce the price of a product. 5. Truthful ads provide good information that helps customers to decide whether they want to buy or not. 6. Ads are all used to promote a product or to increase a company’s profits. 7. Some ads hide important information by using small print or colors. 8. Learn to analyse ads, and we may protect ourselves from false advertisements and make good choices.

Let’s look at the ad below. What are the techniques described in the text are used here?

International basketball star Shaquille O’neal knows what to be on top of the game. Shark uses only Bullet sneakers. Buy Bullet sneakers today and watch your game reach new heights! Bullet makes you better.

BULLET MAKES YOU BETTER!

Take it from Shaquille!

Advertising is popular because______.

it can increase profits

many of the advertisements are entertaining

it introduces good quality products

2. Advertising______.

helps consumers find out about new products

helps companies introduce new products.

helps companies sell more products

3. The basic principle behind advertisements is that _______.

ads help companies to influence the choices customers make by associating the product with the customers’ needs.

ads allow companies to introduce new products by providing information so that consumers can make their choices

ads encourage companies to produce more products of good quality so that consumers will benefit

4. Advertisers often have to work hard to attract people’s attention because_________.

5. The “bait-and-switch” ad is an ad that______.

A. customers see so many ads every day

B. they want to get their message across

C. they want to appeal to customers’ emotions

A. cheats the customer by showing one product and then given another

B. misleads the customer by showing real pictures

C. hides important information by using small print or colors

6. We can protect ourselves from misleading ads _________.

by distinguishing fiction and facts

by learning how to analyze ads

by reading them carefully

Language points

Pa1. 1. 高度发达的产业

highly developed industry

Pa1. 2. 与…齐头并进

to go hand in hand with

go with 与……同行，与……相配

The development of computer goes hand in hand with the development of science and technology.

2) Her hat goes well with her dress.

P1. 3. 随着广告业的发展

with the development of advertising

Pa2. 4 对广告的反应

react to advertisements, reactions to advertisements

People react to advertisements in different ways.

People have different reactions to advertisements.

Pa2. 5. 作出明智的选择

Make informed choices

这里informed是见识多广的意思

Pa2. 6. 起诉公司使用广告误导消费者

accuse companies of using ads to mislead consumers.

Pa3. 7. 广告业的基本原则

the basic principle of advertising

Pa3. 8. by associating the product with the customers’ needs,…

On the basis of the five principles for peaceful coexistence there can be reasonable dialogue between any two governments.

把这种产品同消费者的需要联系起来，……

以和平共处的五项原则为基础任何两国政府间都可以进行合理的对话。

I don’t think the explosion ______________________terrorists.

我认为此次爆炸事故与恐怖主义分子没有关系。

Politicians ______ always ________________corruption.

政客们总是与腐败有着千丝万缕的关系。

was associated with

are

associated with

be associated with， “与……联系” ，“与……有关” 。

Pa3. 9. 影响消费者作出的选择

…influence the choices customers make

Pa3. 10. …to get their message across.

把……某事讲清楚

to be understood

The message __________ at last.

got across

The idea __________ to all.

got across

这个信息终于被理解了。

这个想法被大家接受了。

Pa3. 11. …to appeal to their emotions.

迎合消费者的情感

appeal to… 吸引，引起兴趣

Does the idea of working for a foreign company appeal to you? 你有没有兴趣到外资企业去工作?

Does the ad appeal to you? 你对这广告感兴趣吗？

Pa4. 12. Therefore, advertising, instead of making a product more expensive, often makes it cheaper.

因此，广告不仅不会使某种商品更贵，反而会使它更便宜。

注意instead of 的翻译比较灵活！

If I hadn’t got a cold, I’d be working instead of lying here.如果我没感冒，我就干活了，而不是在这里躺着。

Instead of going to Qingdao. I’m going to Dalian this year.今年我将去大连，而不去青岛。

Pa4. 13. …among all the available products.

在所有可能找到的产品中，在现有的产品中。

Chinese commodities available for export are varied.

中国可供出口的商品种类繁多。

available:可得到的；可利用的

I'm sorry, those overcoats are not available in your colour and size. 对不起,这种外套没有你要的颜色和尺码。

Pa4. 14. make the right decision

作出正确的选择

Pa5. 15. 广告最重要的职能

The most important function of advertising

Pa5. 16. By explaining the features, functions and cost of a product or service,

对某种产品或某种服务的特点、功能、和成本作出说明，

Pa5. 17. Armed with facts and figures, …

掌握了一些事实和数据后，

（be）armed with 用...武装起来, 装备有...的

The policemen are armed with automatic weapons.

Pa6. 18. 增加公司利润

to increase a company’s profits

Pa6. 19. ad campaigns

campaign 政治或商业活动

广告宣传活动

Pa6. 20. 援助机构

aid organizations

Pa6. 21. …make its programs known to the public.

…….向公众阐述自己的计划。

make known 发表，公布make oneself known to sb.（正式）向某人作自我介绍make sth. known to sb. 向某人公布某事

Its chief purpose is to _____________to the public those achievements in scientific research in basic and applied sciences.

make known

Pa7. 22. It is not easy to spot a bad ad, but there are a few things we can look out for.

要看出坏的广告并不容易, 但是有些情况我们是可以提防的。

1）spot: （用眼睛）挑出，察出，认出

His unique hairstyle makes him easily __________ in the crowd. 他独特的发型能让他在人群中容易认出来

spotted

2）look out for 留心，留意某人某事物

Pa7. 23. ……we should always keep an eye out for “hidden information”.

我们要警惕“隐藏的信息”。

Pa7. 24. so-called “bait-and-switch” ads,…

所谓的“钓饵－偷梁换柱”广告

Pa8. 25. the average consumer

一般（普通）的消费者

Pa8. 26. …distinguish between fiction and facts, …

区别真伪

fiction 编造，虚构，想象

Science fiction

科幻小说