4 UNIT1 Section Ⅳ Extended reading & Project-【正禾一本通】2024-2025学年高中英语选择性必修第二册同步课堂高效讲义教师用书（译林版2020）

Section Ⅳ　Extended reading & Project & Assessment …………………………………………………………………………………◎ ①advertising n．广告活动，广告业 ②persuasion n．说服，劝说；信仰 ③in short 简而言之 ④refer to 指的是；参考，查阅；提到，提及 ⑤promote vt.推销，宣传 ⑥be linked with与……有关 ⑦the mass media 大众传媒 ⑧interactive adj.互动的 ⑨hand in hand 联合 ⑩channel n．途径，渠道；电视台；频道；方法；水渠 ⑪at peak time高峰时期，黄金时段 ⑫a huge number of许多，大量 ⑬boost vt. 使增长，使兴旺 n．增长，提高；帮助，激励 ⑭launch vt. 发动，发起 ⑮campaign n．(有计划的)活动 ⑯psychology n. 心理，心理特征；心理学 ⑰purchase vt.买，购买 n．购买，采购；购买的东西，购买项目 ⑱technique n. 技巧，方法 ⑲a memorable slogan令人难忘的广告语 ⑳appeal to 吸引 a variety of 各种各样的 effectively adv. 有效地 employ vt.使用，利用 a fictional character 一个虚构的人物 brand n．品牌；类型；烙印 ambassador n. 大使，代表 potential adj.潜在的 placement n．放置；安置 rating n. 收视率；等级，级别 sponsor vt.赞助；主办；为慈善活动捐款；资助 n．赞助商；为慈善活动捐款的人 the title character 主人公 absorb vt.理解，掌握；吸收；吸引全部注意力 have an effect on 对……有影响 digital adj.数字的，数码的 personalized adj.个性化的 discount n．折扣 vt.打折出售 target vt.面向……，把……作为目标 tailor vt.专门制作，定做 n. 裁缝 ◎………………………………………………………………………………… Advertising①：the power of persuasion② In just one day，a person can see hundreds of marketing messages.Advertising has become part of modern life.But what is advertising exactly？In short③，it refers to④ the activity of promoting⑤ a product or service.In other words，it tries to persuade people to buy a product or service. The history of advertising has always been closely linked with⑥ that【1】 of the mass media⑦.From the ancient simple advertisements painted on outdoor signs to the colourful，interactive⑧ ones in smartphone apps，advertising and the mass media have developed hand in hand⑨.As media channels⑩ have grown in number and type，so have advertisements【2】． Because the mass media reaches so many people，it is a perfect vehicle for advertisers.If an advertisement is placed on a popular website or on TV at peak times⑪，a huge number of⑫ people will know about the product or service it is advertising.In addition to making people aware of a product or service，a successful advertisement will also create a desire to buy，thus boosting⑬ business.That is why when a company wants to promote a product or service，it often launches⑭ a mass media advertising campaign⑮. Based on the psychology⑯ behind creating a desire to buy，advertisers have developed ways of persuading people into purchasing⑰ their products or services.A common technique⑱ to make an impact is to create a memorable slogan⑲.Slogans use simple but impressive language to make us remember the product or service being advertised.Some of these slogans may also appeal to⑳ our emotions.For example，a slogan may connect a fine china teapot it aims to promote with our pride in having good taste.You will hear a variety of slogans any time you watch TV【3】．Think about your favourite one.What makes it special? And what message does it try to get across? A slogan which communicates an idea effectively can boost sales and even become part of popular culture.That is the power of memorable slogans. Another technique advertisers often employ is to link their company or product to a “brand ambassador”—a famous actor，a sports star，or even a fictional character.Think of a popular fast­food restaurant.Does it have a brand ambassador? Is the brand ambassador popular among potential customers? The more we like the brand ambassador，the more we will be attracted to buy the product.【4】 Of course，some advertisements are not so obvious：product placement is typically used in films with huge box­office success and TV shows with high ratings.Some films are now sponsored by leading brands，so that only their products appear in the films【5】，like the watches worn by the title character in the James Bond films.Other types of mass media use product placement too，including video games.It is not uncommon for sports video game series to feature different in­game equipment with real brand names.We absorb these marketing messages without thinking about them too much，yet they will probably have an effect on us the next time we go shopping【6】． 【5】so that引导结果状语从句。 【6】next time引导时间状语从句。 In the past，advertising was all about reaching as many people as possible with the same message.Now，advertising is becoming more digital and more personalized.Already we may see online advertisements for products or services we have previously searched for on the Internet【7】，and we are very likely to receive special discountsand promotions targeted specifically at us.In the future，advertising will be even more about understanding individual customers and sending them advertisements that are tailoredB38 to specific needs.Not only will this make them feel more valued and enable them to see what they are most interested in【8】，but it will also help companies target their customers more efficiently to have a positive effect on sales. 【7】省略关系代词的定语从句。 【8】not only位于句首的倒装句；what引导宾语从句。 广告：说服的力量 短短一天之内，一个人就能见到数百条促销信息。广告已然成为现代生活的一部分。但是，广告究竟是 什么？简单地说，广告指的是推销一种产品或服务的活动。换言之，广告试图说服人们购买一种产品或服务。 广告的历史一直以来都与大众传媒的历史息息相关。从古代画在户外招牌上的简单的广告到智能手机应 用程序里丰富多彩的交互式广告，广告一直与大众传媒携手发展。随着媒体渠道数量的增加和类型的丰富，广告也在不断发展。 大众传媒的受众十分广泛，正因如此，广告商视其为广告宣传的完美工具。如果一则广告投放在一个热门网站或在电视黄金时段播出，许多人都会知晓它所宣传的产品或服务。一则成功的广告除了让人们知晓 一种产品或服务外，还会激发购买欲，从而增加销售量。这就是为什么当一家公司想要推销产品或服务时，往往会在大众传媒上发起一场广告活动。 基于激发购买欲背后的心理特征，广告商研究出了各种方法说服人们购买他们的产品或服务。一种用于影响消费者的常见手段是创作一则令人难忘的广告语。广告语用简单但令人印象深刻的语言使我们记住它所宣传的产品或服务。有些广告语还能引起我们的情感共鸣。例如，一则广告语可能会用其打算推销的一款精美的瓷器茶壶让我们联想到拥有高雅的品味所带来的自豪感。无论何时打开电视，你都会听到各种各样的广告语。想想你最喜欢的那则广告。它有什么特别之处？它试图传达什么样的信息？一条有效地传达一个想法的广告可以促进销售，甚至成为流行文化的一部分。这就是令人难忘的广告的力量。 广告商常用的另一种手段是将其公司或产品与一位“品牌大使”联系起来，例如一位著名演员、体育明星，甚至是一个虚构人物。想想一家很受欢迎的快餐店。它有品牌大使吗？这位品牌大使是否受到潜在消费者的喜爱？我们越喜欢这位品牌大使，就越会受其吸引而去购买相关产品。 　　当然，有些广告并不那么明显。在超高票房的电影或高收视率的电视节目中，植入式广告是很典型的。如今一些电影由知名品牌赞助，因而只有该品牌的产品会出现在电影中，比如“007”系列电影的主人公詹姆斯·邦德佩戴的手表。其他类型的大众传媒也会采用植入式广告，包括电子游戏。在体育电子游戏系列中，用真实的品牌名给不同的游戏装备命名的做法并不罕见。我们没有多加思考就吸收了这些促销信息，而这些信息有可能在我们下次购物时将对我们产生影响。 在过去，广告只是要向尽可能多的人传播同样的信息。而现在，广告则变得更加数字化与个性化。我们或许已经见过针对自己之前在网上搜索过的产品或服务的在线广告，而且很可能会收到专门为我们定制的特殊折扣和促销活动。在未来，广告将更注重对个体消费者的了解，并向他们发送针对其特定需求而特制的广告。这不仅会让消费者觉得自己更受重视，还能让他们看到自己最感兴趣的内容，此外也能帮助公司更加有效地锁定目标客户，从而对销售量产生积极影响。 第一步　文本整体理解：理清文章架构 1．What does the text mainly talk about? A．How advertising is linked with mass media. B．How advertising persuades people to buy their products or services. C．Why advertising can be used in TVs and films. D．What influence advertising can have on sales. 答案：　B 2．Skim the passage and fill in the blanks. 第二步　文本细节理解：探寻语篇细节信息 Read the text carefully and choose the best answers. 1．What can we learn from Paragraph 1? A．Advertisements exist in everyone's daily life. B．Advertisements are disturbing everyone's life. C．Advertisements can promote any product or service. D．Advertisements can determine what one buys. 2．What is the relationship between advertising and the mass media? A．Old newspapers had a negative effect on advertisements. B．Smartphone apps make the biggest difference to advertisements. C．Advertisements promoted the development of the mass media. D．Advertisements are growing hand in hand with the mass media. 3．What kind of person is likely to be chosen as a brand ambassador? A．A famous actor who runs a business. B．A sports star who likes fast food. C．A fictional character who is popular. D．Any celebrities who look sweet. 4．Which of the following is an advertisement that is not so obvious? A．A slogan. B．A brand ambassador. C．Game equipment with real brand names. D．Goods displayed in the shops. 5.What will be the biggest feature of the advertisements in the future? A．It will be more digital and personalized. B．It will give us bigger and special discounts. C．It will reach more people than ever before. D．It will be more personalized and efficient. 答案：　1－5　ADCCD 第三步　难句解构 1．That is why when a company wants to promote a product or service，it often launches a mass media advertising campaign. [句式分析]　本句为主从复合句。why引导表语从句；when引导时间状语从句。 [尝试翻译]　这就是为什么当一家公司想要推销产品或服务时，往往会在大众传媒上发起一场广告活动。 2．Not only will this make them feel more valued and enable them to see what they are most interested in，but it will also help companies target their customers more efficiently to have a positive effect on sales. [句式分析]　本句为not only...but also连接的并列句。在前一个分句中，not only置于句首，句子使用倒装语序，and连接并列的谓语make和enable，what引导宾语从句并在从句中作介词in的宾语；在第二个分句中动词不定式to have...作目的状语。 [尝试翻译]　这不仅会让消费者觉得自己更受重视，还能让他们看到自己最感兴趣的内容，此外也能帮助公司更加有效地锁定目标客户，从而对销售量产生积极影响。 [核心单词] 1．at peak times 　　　　　　黄金时段 2．boost sales 促进销售 3．to purchase products 购买产品 4．a golden sponsor 一个金牌赞助商 5．to tailor the program 定制方案 [拓展单词] 1．advertising n．广告活动，广告业→advertise vt.& vi.做广告，登广告；公布，征聘；展现，宣传→advertisement n．广告，启事；广告活动，广告宣传 2．persuade vt.说服；使信服→persuasion n．说服，劝说；信仰→persuasive adj.有说服力的 3．psychology n. 心理，心理特征；心理学→psychological adj.心理学的→psychologist n．心理学家 4．memorable adj.难忘的，值得纪念的→memory n．回忆，记忆；记忆力→memorize v．记住，记忆 5．absorb vt.理解，掌握；吸收；吸引全部注意力→absorbed adj.全神贯注的，专心致志的→absorbing adj.吸引人的，引人入胜的 6．amuse vt.(提供)消遣；逗笑→amused adj.觉得好笑的，愉快的，开心的→amusing adj.逗人笑的；有趣的→amusement n．娱乐，消遣；可笑，愉悦 [重点短语] 第一组　汉译英 1．refer_to_　　　　　 指的是；提到，提及；参考，查阅 2．be_linked_with 与……有关 3．in_addition_to 除此之外，还有 4．be_based_on_ 以……为基础 5．appeal_to 吸引；上诉；呼吁 6．a_variety_of 各种各样的 7．get_across_ 被传达，被理解，把……讲清楚 8．have_an_effect_on_ 对……有影响 9．make_a_difference_ 有影响 第二组　英译汉 10．in short 简而言之 11．in other words 换句话说 12.hand in hand 联合 13．a huge number of 许多，大量 14．brighten up (使)增添乐趣；使更艳丽 [典型句式] 根据课文语境和汉语提示补全句子 1．倒装句 As media channels have grown in number and type，so_have_advertisements(广告也是那样). 2．That is why...这是……的原因 That_is_why(这是……的原因) when a company wants to promote a product or service，it often launches a mass media advertising campaign. 3．the＋比较级，the＋比较级 The_more_we_like(我们越喜欢) the brand ambassador，the_more_we_will_be_attracted(我们越会被吸引) to buy the product. persuade vt.说服；使信服 (教材原句)In other words，it tries to persuade you to buy a product or service. 换言之，广告试图说服人们购买一种产品或服务。 (1)persuade (2)persuasion n. 　　 说服，劝说，信仰 (3)persuasive adj. 有说服力的 [佳句]　Most of my classmates wanted to go to a park while I had an idea of climbing mountains.I managed to persuade my classmates into accepting my idea. 我的大多数同学都想去公园，而我想去爬山。我设法说服我的同学接受我的想法。 ◎基础练透——单句语法填空 ①I persuaded him to_give(give) up smoking eventually. ②We finally persuaded Ben_of_the wisdom of the decision. ③Stressing successes isn't wrong，but for many people it's not persuasive (persuade). ◎能力提升——句型转换 ④I am trying to persuade him to give up the attempt. →I am trying to persuade_him_into_giving_up the attempt. ⑤Can we persuade her out of carrying out the foolish plan? →Can we persuade_her_not_to_carry_out the foolish plan? memorable adj.难忘的，值得纪念的 (教材原句)A common technique to make an impact is to create a memorable slogan. 一种用于影响消费者的常见手段是创作一则令人难忘的广告语。 (1)memory n.　　　　　 记忆力；记忆，回忆 in memory of 为了纪念 have a good memory 记性好 loss of memory/memory loss 失忆 in one's memory 在某人的记忆中 (2)memorize v. 记住 (3)memorial adj. 纪念的，追悼的 [佳句]　In a word，the trip will be both relaxing and rewarding，which is bound to be a memorable experience for you.总之，这次旅行既轻松又有收获，这对你来说一定是一次难忘的经历。 ◎基础练透——单句语法填空 ①Ahead of Tomb Sweeping Day，the local branch of Red Cross Society of China has held the 16th memorial(memory) ceremony in honor of China's organ donors. ②The main problem in my study is that words are difficult to memorize(memory). ③As little boys and girls have_a_very good memory，they can learn a lot of English words by heart. ④Gao Tingyu of China claimed the gold in the Men's 500 meters，creating one of the most memorable(memory) moments. ◎能力提升——一句多译 这座纪念碑是为了纪念那些为保卫祖国牺牲的人而建立的。 ⑤The monument was set up in_memory_of those who died in defence of their country.(memory) ⑥The monument was set up in_honour_of_those who died in defence of their country.(honour) get across 被传达，被理解，把……讲清楚 (教材原句)And what message does it try to get across? 它试图传达什么样的信息？ get across to (sb.)/get sth. across to (sb.) 　　　　　　　　 被传达/理解；把……讲清楚 get away from 逃离；远离；避开 get down to(doing) sth. 开始认真处理/对待，开始(做)某事 get through 穿过；完成；接通电话；用完；通过 [佳句]　I created a way of getting my message across while using as few words as possible. 我想出了一种能言简意赅地表达自己意思的方法。 ◎基础练透——单句语法填空 ①It's time that I got down to thinking (think) about my future. ②She was very anxious to get away_from cities and back to nature. ◎能力提升——微写作 ③我们必须让公众明白毒品是危险的这一简单事实。 We must_get_across_to_the_public the simple fact that drugs are dangerous. the＋比较级，the＋比较级 越……，就越…… (教材原句)The more we like the brand ambassador，the more we will be attracted to buy the product.我们越喜欢这位品牌大使，就越会受其吸引而去购买相关产品。 (1)“the＋比较级(＋主语＋谓语)，the＋比较级(＋主语＋谓语)”意为“越……就越……”。 (2)“比较级＋and＋比较级”意为“越来越……”。 (3)“the more...，the less...”意为“越……就越不……”。 [佳句]　The harder you study，the greater progress you'll make. 你学习越刻苦，取得的进步就越大。 [名师点津]　“the＋比较级，the＋比较级”结构中，第一个“the＋比较级”是表示条件状语从句，在表示将来意义的情况下，用一般现在时表示将来。 ◎基础练透——单句语法填空 ①It becomes warmer_and warmer_when spring comes.(warm) ②The more careful you are，the fewer_(few) mistakes you will make. ◎能力提升——微写作 ③老师做的越少，学生做的就越多，他们将学到的越多。 The less the teacher does，the_more_the_students_do_and_the_more_they_will_learn． absorb vt.理解，掌握；吸收；吸引全部注意力 (教材原句)We absorb these marketing messages without thinking about them too much... 我们没有多加思考就吸收了这些促销信息…… (1)absorb/attract/draw one’s attention 　　　　　　　　 吸引某人的注意 absorb...into... 把……吸收进…… absorb oneself in... 使全神贯注 (2)absorbed adj. 专心致志的 (be/get) absorbed in... 全神贯注于…… (3)absorbing adj. 吸引人的，引人入胜的 [佳句]　Additionally，sitting on the grass and enjoying the tasty food and drinks provided by sponsors，we will be fully absorbed in the attractive and fascinating performances. 此外，坐在草地上，享受赞助商提供的美味食物和饮料，我们将完全沉浸在迷人和引人入胜的表演中。 ◎基础练透——单句语法填空 ①The Smiths were so absorbed (absorb) in watching TV that they didn't hear the knock on the door. ②The drug is quickly absorbed into the bloodstream. ③I read her last novel and found it extremely absorbing(absorb). ◎能力提升——一句多译 我专心于练习英语，我的英语口语非常流利。 ④I am_absorbed_in_practising_English，so I have developed fluency in spoken English. ⑤Absorbed_in/Absorbing_myself_in_practising_English，I have developed fluency in spoken English. not only...but also...句型 (教材原句)Not only will this make them feel more valued and enable them to see what they are most interested in，but it will also help companies target their customers more efficiently to have a positive effect on sales. 这不仅会让消费者觉得自己更受重视，还能让他们看到自己最感兴趣的内容，此外也能帮助公司更加有效地锁定目标客户，从而对销售量产生积极影响。 [句式分析]　句中“not only...but also...”结构意为“不仅……而且……”，其中but后可省略also。 (1)not only...but (also)...连接的两个并列成分作主语时，谓语动词的人称与数遵循“就近原则”。 (2)not only...but (also)...连接两个并列分句，且not only置于句首时，not only后面的句子需使用部分倒装。 [佳句]　She was not only intelligent but also very musical. 她不仅聪明，而且极具音乐天分。 [联想发散]　类似not only...but also...连接并列主语，谓语动词的单复数依据就近原则的结构还有： neither...nor...，either...or...，not...but... ◎基础练透——单句语法填空 ①Not only the students but also the teacher was(be) against the plan then. ②Either you or Tom_is(be)to attend the meeting that is due tomorrow. ◎能力提升——微写作/句式升级 ③您不仅可以帮助我们的年轻志愿者发展个人能力，还可以学习新技能，提高文化意识。 Not only will_you_help_our_young_volunteers_to_develop_personally，but you'll also learn new skills and increase your cultural awareness. ④The sun not only gives us light，but it also gives us heat. →Not_only_does_the_sun_give_us_light，but_it_also_gives_us_heat.(倒装句) amuse vt. (提供)消遣；逗笑 (教材原句)After lunch the residents and the young volunteers amused themselves with art activities which include Chinese painting and calligraphy. 午餐后，居民和青年志愿者们参加了包括中国绘画和书法在内的艺术活动。 (1)amusement n.　　　 消遣；娱乐(活动) to one's amusement 让某人感到愉快的是 in/with amusement 愉快地；津津有味地 (2)amusing adj. 好玩的，好笑的，有趣的 (3)amused adj. (感到)愉快的；逗乐的 [佳句]　The comedy was full of humour，which not only amused the audience，but also built up their confidence in life. 这部喜剧充满了幽默，不仅逗乐了观众，也建立了他们对生活的信心。 ◎基础练透——单句语法填空 ①He stopped and watched with amusement (amuse) to see the child so absorbed. ②There's no reason to be disappointed.As a matter of fact，this could be rather amusing (amuse). ◎能力提升——微写作 ③嬉水可以使孩子们开心好几个小时。 Playing with water can keep children_amused_for_hours． [语境串记] Mr Wang is an amusing person who often amuses us with amusing stories.So staying with him is really a kind of amusement. 王先生是一个有趣的人，他经常用有趣的故事逗我们开心。所以和他在一起真的是一种娱乐。 维度1　单词拼写 1．I'm writing to complain about a pair of sneakers I recently purchased (购买) from your website. 2．Alcohol may take a few minutes to be absorbed (吸收) into the bloodstream and start action on the brain. 3．They're offering a 10% discount(折扣) on all sofas this month. 维度2　单句语法填空 1．He is trying to persuade local and foreign businesses to_invest(invest) in the project. 2．To my amusement(amuse)，he couldn't get the door open. 3．This year has also recorded many memorable(memory) Chinese voices，Chinese moments and Chinese stories. 维度3　完成句子 1．时代变了，我也变了。(so＋助动词＋主语) Times have changed and so_have_I． 2．我读了关于你们学校英文报纸改革的消息，那就是我写信来谈谈我的看法的原因。(that's why...) I read about the reform of your school English newspaper，and that's_why_I'm_writing_to_voice_my_opinion． 3．这所校园的风格与中国大多数大学有很大不同。(that) The style of the campus is quite different from that_of_most_Chinese_universities． 学科网（北京）股份有限公司 $$