Unit 6 Period Three Lesson 2 &Lesson 3 Comprehending(课件PPT)-【状元桥·优质课堂】2024-2025学年高中英语选择性必修第二册（北师大版2019）

THE MEDIA UNIT 6　 Period Three　Lesson 2 & Lesson 3—Comprehending 课文释疑　助力高效课堂 课文研读　发展思维品质 目 录 Contents 课时作业(十三) 课文释疑　助力高效课堂 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 课文研读　发展思维品质 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) advertisements 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 返回目录 　 英语　选择性必修　第二册(BS) 制 作 者：状元桥 适用对象：高中学生 制作软件：Powerpoint2010、 Photoshop cs3 运行环境：WindowsXP以上操作系统 [教材原文] The advertising industry started with the fundamental① purpose of promoting② and selling goods to people who might need them. Advertising agencies③ would create a basic type of advertisement known as a commercial④ advertisement. Such advertisements have gone through⑤ a process of change over the years along with social, economic and technological⑥ developments. Classic advertisements used to⑦ give information about finding certain products. It was likely to be the name of a company, part of which might include the name of the place from which the product originated⑧.[1] For example, it could be “Shanghai Sewing⑨ Machines”， or “Tsing Tao Beer Corporation”. From the name you would know what the company sells, where they are located⑩， and the name of the product. [1]本句为主从复合句。part of which…originated为“n.＋of＋which”引导的非限制性定语从句，修饰先行词the name of a company；其中又包含一个from which引导的定语从句，修饰先行词the place。 Advertising agencies used to create this kind of advertising and it could be very effective⑪. But then they realised that it might not be suitable for⑫ a marketplace where products and services are in direct competition with⑬ each other. Particularly now, in modern times, advertisements need to attract⑭ and hold the attention of the public. For this reason, it's now normal to see advertisements that consist of⑮ pictures or words from experts to show people how good the product is.[2] Others try to create advertisements that people simply enjoy looking at. As present-day⑯ advertisers often have large budgets⑰， huge amounts of money are spent on applying modern design techniques to make these advertisements as visually⑱ attractive as possible. However, even this is often not enough to be noticed in a modern city. [2]本句为主从复合句，主句为“it＋be＋adj.＋不定式”句型，it为形式主语，动词不定式作真正主语；that…is为that引导的定语从句，修饰先行词 advertisements，其中宾语从句how good the product is作show的宾语。 Because of the boost⑲ in advertising, people are used to seeing a high standard of visual design. Modern advertisements need something else to separate them from⑳ their competitors. To stand out in a world of competitive advertising, they must combine the highest standard of design with creative ways to make people believe that they “must have the product”. For example, some advertisements may suggest that buying a car can make you free.[3] That is, they use the concept of freedom to sell the car. Other common ideas include happiness, wealth and success. In fact, in the world of advertisements, such content is as old as advertising itself[4]． [3]句中that引导宾语从句，作suggest的宾语；此处suggest意为“暗示”，所以宾语从句用陈述语气。 [4]此处是“as＋adj.＋as…”结构，表示同级比较。 For many of today's advertisers, repeating old ideas is not a successful approach. Ideas that would work in the past genuinely are not as effective now. They realise that it does not matter how attractive the idea linked with the product is[5]—most people know and anticipate that the main purpose of the advertisement is to make customers buy the product. Instead, these advertisers look for other ways to make people notice their products.The top advertisers of today believe that using humour as well as new and unusual ideas to surprise people is important[6]. Their aim is to create something that has never been seen before and that people find interesting.[7] By doing this, they hope to make people forget that someone is trying to sell them something! [5]此处是“it doesn't matter…”句型，表示“……无关紧要”，it是形式主语，how引导的从句是真正的主语，其中linked with the product作后置定语，修饰the idea。 [6]v.-ing短语“using…to surprise people”作主语，谓语动词用单数形式；as well as连接humour和new and unusual ideas作using的并列宾语。 [7]本句为主从复合句，两个that都引导定语从句，修饰先行词something。主句中不定式 to create something作表语。 However, not all advertising is about selling products and services for a profit [8]．Some advertisements nowadays aim to make a contribution to society and welfare. For example, there are public advertisements, which encourage citizens to participate in improving their neighbourhood， protecting the environment, and helping other people. Over the last decade, the government has sponsored advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc. These advertisements have helped to increase public knowledge about topics that used to be ignored by most people, and this has made our society a better place for everyone. [8]句中not all表示部分否定，意为“并不是所有……都”。表示全部意义的副词或不定代词，如always, often, all, every, everybody, everything, both等，与表示否定意义的词not, no等连用时，表示部分否定，意为“并非总是，并非都是”等。 [词汇注解] ①fundamental/ˌfʌndəˈmentl/adj.十分重大的，根本的；基本的，基础的 fundamentally/ˌfʌndəˈmentəli/adv.根本上，完全地；基本上 ②promote vt.推销；晋升；促进 promotion n．[U, C]晋升；促销活动； [U]促进；晋级 ③agency/ˈeIdʒənsi/n.[C]代理处 agent n．[C]经纪人，代理人 ④commercial/kəˈmɜːʃəl/adj.商业的，商务的 commerce/ˈkɒmɜːs/n.[U]贸易；商业；商务 ⑤go through 经历，遭受 ⑥technological/ˌteknəˈlɒdʒIkəl/adj.技术的；科技的；工艺的 ⑦used to do sth 过去常常做某事 [辨析] be used to doing sth习惯于做某事 be used to do sth被用来做某事 ⑧originate/əˈrIdʒIneIt/vi.起源，发源，发端于 vt.创始，创造 originate in/from…起源于…… ⑨sew/səʊ/vi.& vt.缝，缝纫 vt.缝制，缝补(sewed；sewn/sewed) ⑩locate/ləʊˈkeIt/vt.位于 be located in 位于 ⑪effective/IˈfektIv/adj.有效的；实际的；生效的 effect/Iˈfekt/n.[C，U]效应，影响，结果；效果 effectively/IˈfektIvli/adv.有效地；实际上 ⑫be suitable for…适合…… suitable/ˈsuːtəbəl/adj.合适的，适宜的 ⑬in competition with… 与……竞争 ⑭attract/əˈtrækt/vt.吸引 attract sb's attention 吸引某人的注意 ⑮consist of… 由……构成 [近义] be made up of; be composed of ⑯present-day adj.现今的 ⑰budget/ˈbʌdʒIt/n.[C，U]预算 vi.& vt.谨慎花钱，把……编入预算 ⑱visually/ˈvIʒuəli/adv.视觉上 visual/ˈvIʒuəl/adj.视力的，视觉的 ⑲boost/buːst/n.[usually sing.]增长 vt.促进，推动 ⑳separate…from… 把……与……分开 separate vt.隔开 stand out出色，杰出；显眼，突出 competitive/kəmˈpetətIv/ adj.竞争性强的，有竞争力的 the highest standard 最高标准 combine…with… 把……和……结合起来 combine/kəmˈbaIn/vi.& vt.(使)结合，(使)组合 content/ˈkɒntent/n.[sing.]主题，主要内容 approach/əˈprəʊtʃ/n.[C]方式，方法，态度 genuinely/ˈdʒenjuInli/adv.确实地，真正地 genuine/ˈdʒenjuIn/adj.真的；真诚的 (be) linked with… 与……有联系 link/lIŋk/vt.把……联系起来；把(物体、机器、地方等)连接起来 n．[C]联系，关联 anticipate/ænˈtIsIpeIt/vt.预期，预料；期盼；预见 as well as连同；也 aim n．[C]目的，目标；[U]瞄准 vi.& vt.力求达到，力争做到 vt.旨在 aim to do sth力争做某事　　 profit/ˈprɒfIt/n.[C，U]利润，收益，盈利 vi.& vt.获益 welfare/ˈwelfeə/n.[U]福利；幸福，健康 participate in参加，参与 neighbourhood/ˈneIbəhʊd/n.[C]社区，住宅小区，街坊 sponsor/ˈspɒnsə/vt.赞助，资助；为……担保 n．[C]赞助商；资助者 ignore/Iɡˈnɔː(r)/vt.忽视，对……不予理会；佯装未见，不予理睬 [派生] ignorance/ˈIɡnərəns/n.[U]无知 ignorant/ˈIɡnərənt/adj.不了解的，无知的 be ignorant of/about…不了解……　 广告业的根本目的是向潜在消费者推销商品。广告代理公司创造出一种基本的广告类型，也就是我们所熟知的商业广告。与社会、经济和技术发展过程同步，多年来这类广告经历了一个变化的过程。 以前，经典的广告常常会给出识别产品的信息。信息可能是公司名，其中一部分可能包含产品的原产地，比如“上海缝纫机”或“青岛啤酒公司”。一看名字，你就可以知道这些公司销售的产品、所在地点以及产品名称。 广告代理公司过去制作这种广告，而且效果很好。但后来他们意识到，在产品与服务直接竞争的市场上，这种广告类型可能不太适合。特别是现在，在当代社会，广告需要吸引、保持公众的注意力。因此，现在看到包含专家的图片或话语，向人们展示产品有多棒的广告是正常的。还有一些广告代理公司尝试制作人们仅仅乐意观看的广告。因为现在的广告商通常预算充足，他们会花大笔的钱采用现代设计技术，让广告尽可能具有视觉吸引力。但即便是这种广告在现代城市中也不足以引起注意。 因为广告业的迅速发展，人们已对看到高水准的视觉设计习以为常。现在的广告需要其他的东西将它们与竞争者区别开来。为了在竞争激烈的广告界脱颖而出，他们必须将最高水准的设计与创造性的方法结合起来，使人们相信他们“必须拥有这种产品”。例如，一些广告可能暗示买车会使你获得自由。也就是说，他们借用自由的概念销售汽车。其他常见概念包括幸福、财富和成功。事实上，在广告界，这些概念和广告业一样历史悠久。 对很多今天的广告商而言，重复使用过去的概念并不会获得成功。过去可行的概念，现在已经真的不那么有效了。他们意识到与产品关联的概念有多么吸引人并不重要——大多数人都了解并预料到广告的主要目的是让客户购买产品。相反，这些广告商寻找其他方法让人们注意到他们的产品。当今顶级的广告商认为用幽默、新颖、奇特的创意给人们带来惊喜是很重要的。他们的目的是创造一些人们从未见过且觉得有趣的东西。由此，他们希望能使人们忘记有人在试图向他们销售商品！ 然而，并非所有的广告都是以盈利为目的而销售产品与服务。现在有一些广告的目的在于为社会和福利作贡献。比如公益广告，它们鼓励市民参与改善社区、保护环境和帮助他人的活动。过去的十年里，政府赞助了一些(公益)广告，教育公众防治艾滋病、节约用水、帮助贫困人群、戒烟等。这些广告有助于增强公众对过去被大多数人忽视的话题的公共认知，也让我们的社会变得对所有人来说都更加美好。 Step One　Fast reading Ⅰ.Read the passage quickly and identify text types(识别文本类型)． [名师点津]　根据下面的信息识别文本类型： 1．标题(比如：海洋故事，医学先驱) 2．文章结构(比如：时间顺序，论点和支持论点的论据) 3．典型表达方式(比如：once upon a time, in conclusion) Ⅱ.Skim the passage quickly and then fill in the blanks. Ⅲ.The main idea of the passage is about how to sell products with __________________. Step Two　Detailed reading Read the text (P58～59), then choose the best answer. 1．What does the author think of the advertisements like “Shanghai Sewing Machines” or “Tsing Tao Beer Corporation”？ A．Attractive.　　　　 B．Suitable. C．Competitive. D．Classic. 答案　D 2．What kind of advertisements are more attractive to people nowadays? A．Advertisements with high standards of design. B．Advertisements with ideas linked to products. C．Advertisements with high standards of design and ideas linked to products. D．Advertisements with concepts of freedom, happiness, wealth and success. 答案　C 3．Why do the top advertisers use humour as well as new and unusual ideas? A．To create something new. B．To persuade people to buy their products. C．To make people notice their products. D．All of the above. 答案　D 4．Why are public advertisements made? A．To encourage people to make contributions to society. B．To encourage people to protect the environment. C．To encourage people to improve their neighbourhood. D．To encourage people to help other people. 答案　A Step Three　Post reading Activity 1　美句欣赏 Read the passage carefully and find the sentences including several v．-ing as object.(细读短文并找出几个并列的v.-ing分词作宾语的句子) (1)For example, there are public advertisements, which encourage citizens to participate in improving their neighbourhood, protecting the environment, and helping other people. (2)Over the last decade, the government has sponsored advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc.　 Activity 2　文本讨论 1．What's your understanding of advertisements？And what's a good advertisement? 答案　略 2．What's your favourite advertisement？How can you make it better？Why? 答案　略 Step Four　Sentence learning 译文：_________________________________________ ___________________ 这些信息可能是公司名，其中一部分可能包含产品的原产地。 译文：_________________________________________ _________________________________________________________________________________ 这些广告有助于增强公众对过去被大多数人忽视的话题的公共认知，也让我们的社会变得对所有人来说都更加美好。 $$