UNIT 6 SECTION 5 LESSON 3-【创新教程】2025-2026学年高中英语选择性必修第二册五维课堂同步Word教案（北师大版2019）

SECTION Ⅴ　LESSON 3 [教材原文] The advertising industry started with the fundamental purpose of promoting and selling goods to people who might need them.Advertising agencies would create a basic type of advertisement known as a commercial advertisement.Such advertisements have gone through a process of change over the years along with social，economic and technological developments. Classic advertisements used to 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 originated.For example，it could be “Shanghai Sewing Machines”，or “Tsing Tao Beer Corporation”．From the name you would know what the company sells，where they are located，and the name of the product. Advertising agencies used to create this kind of advertising and it could be very effective.But then they realised that it might not be suitable for a marketplace where products and services are in direct competition with each other.Particularly now，in modern times，advertisements need to attract and hold the attention of the public.For this reason，it's now normal to see advertisements that consist of pictures or words from experts to show people how good the product is.Others try to create advertisements that people simply enjoy looking at.As present­day advertisers often have large budgets，huge amounts of money are spent on applying modern design techniques to make these advertisements as visually attractive as possible.However，even this is often not enough to be noticed in a modern city. Because of the boost in advertising，people are used to seeing a high standard of visual design.Modern advertisements need something else to separate them from 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.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. 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—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.Their aim is to create something that has never been seen before and that people find interesting.By doing this，they hope to make people forget that someone is trying to sell them something! However，not all advertising is about selling products and services for a profit.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. [汉语译文] 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形式，也就是我们所熟知的商业广告。随着社会、经济和技术的发展，多年来这些广告经历了相应的变化过程。 以前，经典的广告会给出识别产品的信息。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，比如，“上海缝纫机厂”或“青岛啤酒公司”。一看名字，你就知道这些公司销售的具体产品、所在地点以及产品名称。 广告代理公司过去常制作这种广告，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。特别是在当代社会，广告需要吸引、保持公众的注意力。因此，现在的广告常常引用专家的图片、文字，向人们展示产品有多棒。还有一些广告代理公司尝试制作具有观赏性的广告。现在的广告客户通常预算充足，他们会花大笔的钱采用现代设计技术，让广告更具视觉吸引力。但即便是这种广告方式在现代城市中也不足以引起消费者的注意。 因为广告业的迅速发展，人们早已对那些高水准的视觉设计习以为常。现代广告需要另外一些东西，以便将它们与其他竞争者区别开来。为了在竞争激烈的广告界凸显出来，他们必须将最高水准的设计与创造性的方法结合起来，使人们确信他们“必须购买这种产品”。例如，一些广告可能会暗示买车能让你自由。也就是说，广告代理公司借用自由的概念销售汽车。其他常见概念销售包括幸福、财富和成功。事实上，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，重复过去的广告并不会获得成功。过去可行的想法，放到现在并不一定有效。他们意识到与产品关联的概念有多么吸引人并不重要——大多数人都明白，广告的主要目的就是让客户购买产品。于是，广告商通过其他方式，让更多的消费者注意到自己的产品。当今顶级广告商认为广告要用幽默、新颖、奇特的创意给人们带来惊喜。他们的目的是创造一些人们从未见过的东西，从而让人们觉得有趣，进而让消费者忘记有人在试图向他们推销商品！ 然而，并非所有的广告都是以盈利为目的销售产品与服务，现在还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。过去的十多年里，政府赞助了一些公益广告，教育公众防治艾滋病、呼吁民众节约用水、帮助贫困人口、戒烟等。这些广告帮助公众增强对以往被忽视话题的公共认知，也让我们的社会更加美好。 ●基础单词 1．　advertisement　 n．广告 2．　commercial　 adj.商业的；商务的 3．　originate　 vt.创造，创始 4．　sew　 vi.&vt.缝，缝纫；缝制；缝补 5．　budget　 n．预算，vi.&vt.把……编入预算 6．　boost　 n．增长 vt.促进，推动 7．　genuinely　 adv.真正地 8．　link　 vt.把……联系起来 n．联系，关联 9．anticipate　 vt.预期，预料 10．profit　 n．利润，收益，盈利 11．　welfare　 n．幸福，健康；福利 12．　neighbourhood　 n．社区，住宅小区，街坊 13．　sponsor　 vt.赞助，资助；为……担保 n．赞助商；资助者 ●拓展单词 1．　free　 adj.自由的；免费的；空闲的→　freedom　 n．自由 2．　fundamental　 adj.根本的；基本的；基础的→　fundamentally　 adv.基础地，根本地，从根本上→　fundament　 n．基础，基本原理 3．　agency　 n．代理处→　agent　 n．代理人，代理商 4．　technology　 n．技术，科技→　technological　 adj.技术的；科技的；工艺的 5．　suit　 n．套装，西装 vt.&vi. 适合(于)；合适；适宜，相称→　suitable　 adj.合适的，适宜的，适当的 6．　attract　 vt.吸引→　attraction　 n．吸引，有吸引力的人/物→　attractive　 adj.有魅力的，好看的，吸引人的，悦耳的 7．　locate　 vt.位于→　location　 n．地点，位置→　located　 adj.坐落的，位于的 8．　visual　 adj.视觉的，视力的→　visually　 adv.视觉上，外表上 9．compete　 vi.竞争，参加比赛→　competition　 n 竞争，比赛→　competitor　 n竞争者，选手 10．combine　 vi.&vt.(使)结合，(使)组合→　combination　 n．结合(体)，联合(体) 11．　participate　 vi.参加，参与→　participation　 n．参加 1．　consist of　 由……构成 2．　start with　 以……开始 3．　go through　 经历，经受；仔细查看；通过 4．　be likely to do sth.　 可能做某事 5．　be suitable for　 适合于…… 6．　in competition with　 与……竞争 7．　huge amounts of　大量的 8．　stand out　 突出，显眼 9．make a contribution to　 对……做出贡献 not all＝all...not表示部分否定句型。 However, not all advertising is about selling products and services for a profit.然而，并非所有的广告都是为了盈利而推销产品和服务。 Ⅰ.Read the text carefully and choose the best answer. 1．Which one is NOT a public advertisement? A．Fighting AIDS. B．Saving water. C．Helping the poor. D．Shanghai Sewing Machine. 2．What's the top advertisement's aim? A．To create something that has never been seen before and is fascinating for people to look at. B．To make contributions to society. C．To use modern techniques of design. D．To make people know their products. 3．The last paragraph is about 　________　. A．the simplest ads B．modern ads C．the top ads of today D．public ads 4．What's the main idea of the text? A．The advertising skills. B．The effects of advertising. C．With the development of the society，the advertising changes a lot. D．The kinds of advertising. 答案：1.D　2.A　3.D　4.C Ⅱ.Understand the structure of the text. Types Contents Purpose Disadvantages Classic ads ·give information about 1．　finding　 certain products ·to tell people the name of the company ·not suitable when products and services are in direct 2.　competition　 with each other ·not attractive Modern ads ·consist of pictures or words from experts ·apply modern design 3.　techniques　 ·to show people how good the product is ·to make ads as visually 4．　attractive　 as possible ·not enough to be noticed in a modern city Improved modern ads ·combine the highest standard of design with 5.　creative　 ways ·use concepts including freedom，happiness，wealth and success ·to stand out in a world of 6．　competitive　 advertising ·to make people believe that they “must have the product” ·repeating old ideas ·not as 7.　effective　 ·It does not matter how attractive the idea linked with the product is Further improved modern ads ·use humour as well as new and 8.　unusual　 ideas ·to create something that has never been seen before and that people find interesting ·to surprise people ·to make people forget that someone is trying to sell them something Public ads ·help to 9.increase　 public knowledge and make our society a better place for everyone ·to encourage citizens to 10.participate in　 improving their neighbourhood，protecting the environment，and helping other people ·to educate the public on fighting AIDS，saving water，helping the poor， giving up smoking，etc 1．locate vt.位于；确定……的位置 (1)located adj. 处于，位于；坐落于 be located in/on 位于；坐落于 (2)location n. 位置；地点 ◆[经典佳句] They located the new house at the food of the hill. 他们把新房子建在了山脚下。 ◆[“四翼”考查]——应用性 完成句子 ①Rescue planes are trying to 　locate the missing sailors　. 救援飞机正在努力查明失踪水手的下落。 ②HeiLongjiang Province 　is located in　 the northeast part of China，so it's freezing cold in winter. 黑龙江省在中国东北部，所以冬天的时候极其寒冷。 ③Beihai Park，one of the oldest and best­preserved royal gardens，　is located in the center of Beijing　. 北海公园是最古老、保存最完好的皇家园林之一，位于北京市中心。 2．suitable adj.合适的；适宜的 (1)be suitable for 适合于 be suitable to do sth. 适合做某事 (2)suit n. 套装，西装 vt. 适合；适宜 suit...to... 使……适合…… suit one's needs 某人恰好需要 ◆[经典佳句] Shall we find a suitable place for a picnic? 我们要不要找个适合野餐的地方？ ◆[“四翼”考查]——应用性 完成句子 ①The amount of water which 　 is suitable to drink　 is less and less. 适合饮用的水的量越来越少。 ②When you buy a book online，make sure the edition of a book you are considering will 　suit your needs　 . 当你从网上买书时，要确定你想买的书就是你需要的那一版。 ③ My spoken English is fluent，so I think 　I am very suitable for this job　. 我的英语口语很流利，所以我认为我非常适合这份工作。 3．attract vt.吸引 (1)attract sb.'s attention/interest 引起某人的注意/兴趣 attract sb.to sb./sth. 吸引某人关注某人/某事 (2)attractive adj. 吸引人的；有魅力的；引人注目的 be attractive to... 对……有吸引力 (3)attraction n. 吸引，吸引力；吸引人的事物 a tourist attraction 旅游景点 ◆[经典佳句] The Great Wall is a great place of interest，attracting millions of visitors every year.长城是一处游览胜地，每年吸引数百万游客。 ◆[“四翼”考查]——应用性 完成句子 ①I tried to 　attract his attention　，but failed. 我试图引起他的注意，却没有成功。 ②What 　attracted me most to　 the job was the chance to travel abroad. 这份工作最吸引我的地方是有机会出国旅行。 ③Bright colours are　 attractive to children　. 鲜艳的颜色对儿童有吸引力。 4．combine vi.&vt.(使)结合；(使)组合 (1)combine...with/and... 把……与……结合起来 combine to do sth. 联合起来做某事 (2)combination n. 结合；组合；联合 in combination with 与……联合/结合 ◆[经典佳句] Through the activity，we could combine what we had learn with farming. 通过这次活动，我们可以把所学到的知识与农耕结合起来。 ◆[“四翼”考查]——应用性 完成句子 ①Different elements can 　combine to make 　new things. 不同的元素结合在一起可以生成新的物质。 ②The firm is working on a new product 　in combination with 　several overseas partners. 这家公司与几家海外合伙人在联合开发新产品。 ③We should 　combine our learning with pleasure　. 我们应当把学习和娱乐结合起来。 5．participate vi.参加，参与 (1)participate in 参加；参与 participate in(doing) sth.with sb. 与某人一起参与(做)某事 (2)participant n. 参与者，参加者 participation n. 参加；参与；分享 ◆[经典佳句] Jack can't participate in the match because he has hurt his foot. 杰克因为脚部受伤而无法参加比赛。 ◆[“四翼”考查]——基础性 单句语法填空 ①He is the man who participated in the exhibition 　with　 you yesterday. ②All 　participants　 will receive a certificate of 　participation　 in the contest.(participate) ◆[“四翼”考查]——应用性 完成句子 ③Everyone in the class is expected 　to participate in 　the discussion. 希望全班同学参加讨论。 ④Students in our school 　are encouraged to participate in more activities　 after class in order to broaden their knowledge. 我们学校鼓励学生多参加课外活动，以扩大他们的知识面。 6．consist of 由……组成 (1)consist of＝be made up of＝ be composed of 由……组成 consist in 在于；存在于 consist with 与……一致 (2)consistent adj. 前后一致的；相符的 be consistent in... 在……方面一致 be consistent with... 与……一致；符合 ◆[经典佳句] Your password should consist of at least five characters. 你的密码应该至少由五个字符组成。 ◆[“四翼”考查]——基础性 单句语法填空 ①The beauty of this city consists 　in　 the old buildings. ②What you say should consist 　with　 what you do. ◆[“四翼”考查]——创新性 一句多译 这个小组由5名医生和10名护士组成。 ③The team 　consists of　 five doctors and ten nurses. ④The team 　is made up of　 five doctors and ten nurses. ⑤The team 　is composed of　 five doctors and ten nurses. 7．stand out突出；显眼；杰出 stand for 代表；主张；容忍 stand against 抵抗，反抗；靠在……上；经受住 stand back 退后，靠后站 stand by 袖手旁观；站在……的一边；坚持 stand up for sb./sth. 支持/维护某人/某物 ◆[经典佳句] Her talents stand out in comparison with others.和其他人比起来，她的才能很突出。 ◆[“四翼”考查]——应用性 完成句子 ①In China，these knots 　stand for　 friendship，love and good luck. 在中国，这些绳结象征着友谊、爱和好运。 ②That fence can not　 stand against　 the wind. 那篱笆顶不住风。 ③When I was in trouble，he never 　stood by　. 我遇到麻烦时，他从不袖手旁观。 ④After several rounds of competition the young girl 　stood out　 because of her excellent spoken English and quick response.经过几轮的比赛，那个小女孩因为她出色的英语口语和快速的反应能力脱颖而出。 (教材P59)However, not all advertising is about selling products and services for a profit.然而，并非所有的广告都是为了盈利而推销产品和服务。 [句式结构]　句中not all＝all...not为部分否定， 表示 “并非所有的……都……” ◆[规律总结] 部分否定通常有以下几种情况： (1)否定词与 all，both，every，everyone，everything等表示全部的词汇连用(不管否定词放在什么位置)； (2)否定词和everywhere，always，often等连用。 ◆[经典佳句] As a matter of fact，not every one of them sounds beautiful. 事实上，并不是每一首歌曲都好听。 [名师点津]　全部否定的情况： (1)表示全部否定意义的词(no，none，nobody，nothing，no one，neither等)＋表示肯定意义的谓语 (2)否定词＋any/anybody/anything... ◆[“四翼”考查]——创新性 句型转换 ①All these books are not popular with people. →　Not all these books　 are popular with people. ②Both of the two math problems are not very difficult. →　Not both of　 the two math problems are very difficult. 一句多译 事实是并不是每个人都把合理安排时间看得重要。 ③→The truth is that 　everyone is not　 attaching great importance to time management. ④→The truth is that 　not everyone is　 attaching great importance to time management. 学科网（北京）股份有限公司 $$