1. Unit5Readimg

2. Word Study 1.What should you take into c__________ when applying for a job? 2.Will she be a_________ that you forget to phone? 3.She b________ him for breaking the window. 4.The man sitting there is the editor in c________ of the newspaper’s advertisement section. 5.There is no p_______ in running a cinema in this town. 6.The idea of camping has never a_______ to me. 7.His visits became less f________ as time went on. 8.The truck is used to c________ goods. onsideration nnoyed lamed rofit harge ppealed requent onvey

3. Good to the last drop ． 滴滴香浓，意犹未尽。 Obey your thirst ． 服从你的渴望。 （麦斯威尔咖啡）

4. Start Ahead. The lady wants hearts… and diamonds. ---- Diamond

5. To me, the past is black and white ， but the future is always color 。 对我而言，过去 平淡无奇；而未来，却多姿多彩 Just do it. 只管去做。 （轩尼诗酒） （耐克）

8. Find the topic sentence of each paragraph. paragraphs Topic sentence / Main idea 1 2 3 4 People react to advertisements in different ways. The basic principle of advertisements Ads help companies and customers in a variety of ways. Ads are found almost everywhere.

9. 5 6 7 8 The most important function of advertising is to introduce new products. Governments and other organizations use ads to make people aware of government policies and social problems. “Bad ads” use illegal ways to mislead consumers. If we learn to analyse ads, we may be able to protect ourselves from false advertisements and make good choices.

10. Part I People react to ads in different ways People react to ads in different ways What is the basic principle of advertising What is the basic principle of advertising Ads are helpful in many ways Ads are helpful in many ways How can we spot bad ads How can we spot bad ads Structure 2 3 4~6 7 (1) (2~7) Topic: Ads are found everywhere Part II Introduction to advertising Part III Summary (the right way to understand ads)

11. Task1 ： skimming Good ads are i_______ and h____ to both customers and companies but some ads are a______,m_______ and f____. mportant elpful alse isleading nnoying

12. Task 2: Scanning Q1: What is the basic principle of advertising? Q2: Why do companies advertise their products? increase profits and introduce new products make people aware of ----influence customers’ choices

13. Ads are also used by __________ and other _______ __________ to spread ________,change _______ and improve _______. governments non-profitorganisations knowledge attitudes society

14. 小室哲哉 Ronaldo

19. Public service ads

20. Celebrities and non-profit ads Many Yao Mings,One Great Shanghai Pu Cunxi, AIDS …

21. How can you protect yourself ? 1. collect enough information 2. ask others for advice 3. resist the temptation 4. keep the receipt or invoice 发票 5. contact local Consumers’Assoc. 6. learn about ad tricks

22. Task4: What ad tricks do you know? learn your lesson ! Q: What if you’re really cheated? hidden information bait- and- switch the customer is shown one product(the bait) the given another

24. 1. The development of radio, television and other media has gone hand in hand with the development of advertising. 2. Critics sometimes accuse companies of using ads to mislead us… 3. Customers see so many ads every day that advertisers must work hard to get their message across. 4. It has been proven again and again that frequent advertising increases product sales. 5. Not all ads are used to promote a product or to increase a company’s profits. Key points

25. 1. 与 … 同行, 伴随 Happiness does not always go hand in hand with money. 金钱并不总是同幸福密切相关. 2. 与 … 相配 Mary’s blue dress goes well with her eyes. 玛丽的兰色衣服与她的眼睛很相配. hand in hand arm in arm back to back heart to heart shoulder to shoulder side by side

26. (2006 安徽模拟 ) 35 ． We must keep our room clean, for dirt and disease go ______, you know. A ． hand in hand B ． step by step C ． from time to time D ． one after another

27. 指控 / 指责某人 … 1. 你是在指责我欺骗你吗 ? Are you accusing me of cheating you? 2. 那家公司被指控污染环境. That company was accused of polluting the environment. 那个司机被指控超速驾驶. The driver was charged with speeding.

28. ▲ so/such…that 用法： 1. 他心肠很好, 以致于老人孩子都喜欢他. He is so kind-hearted that both the old and the younger like him very much. He is such a kind-hearted man that both the old and the younger like him very much. He is so kind-hearted a man that both the old and the younger like him very much. 2. 他说话如此清晰, 以致于我很容易就懂了他的意思. He spoke so clearly that I understood him easily. 3. 我挣了这么多钱, 以致于真的想买台新电脑. I have earned so much money that I really want to buy a new computer.

29. (2006 福建卷 ) 30. _______homework did we have to do that we had no time to take a rest. A. So much B. Too much C. Too little D. So little (2006 陕西卷 ) 9. His plan was such a good one ______ we all agreed to accept it. A. so B. and C. that D. as

30. ( 使 ) 被理解； ( 使 ) 变得清楚或令人置信 Did your speech get across to these children? 你的演讲这些孩子们能够理解吗 ? He found it difficult to get his Chinese humor across to the English audience. 他发现自己的中国式幽默很难为英国听众理解. 通过 … ；使某人通过 … The bridge has been destroyed, so we can’t get across the river. 桥被毁坏了，所以我们没法过河。

31. (2006 全国卷 III) 18. There were a lot of people standing at the door and the small girl couldn’t get _______. A. between B. through C. across D. beyond

32. It is said that… It is reported that… It is announced that… It is well known that… It is believed that… It is hoped that… It is suggested that… … 据说 …… 据报道 …… 据宣布 …… 众所周知 …… 人们相信 …… 人们希望 …… 人们建议 …… …… 已经证明这种药是对人体有害的. It has been proven that this medicine is of great harm to people. 据报道, 昨夜发生了一场火灾, 造成两人死亡. It is reported that a fire broke out last night, causing two deaths.

33. (2006 浙江卷 ) 4. _______ is our belief that improvements in health care will lead to a stronger, more prosperous economy. A. As B. That C. This D. It

34. not 用于含有 all, both, every, always 等词的 句中，构成部分否定。 All the students are interested in watching ball games. Not all the students are interested in watching ball games. All the students are not interested in watching ball games. None of the students is / are interested in watching ball games.

35. ▲ take （ sth.) into consideration = take (sth.) into account /allow for 考虑某事物 eg. Your teacher will take your recent illness into consideration when judging your examination. eg. When you are planning a garden party, you will have to take the weather into consideration. 在准备露天游园会时，你必须考虑天气问题。 你老师评考试成绩时会考虑到你最近生过病。 in consideration of have/leave sth. out of consideration on/under no consideration 考虑到，由于 对某事不予考 虑 决不

36. ▲ armed with facts and figures, … 过去分词作状语，表被动 arm…with…/ be armed with 用 … 武装, 装备 eg. The policemen were armed with guns. eg. She hoped to arm herself with all the knowledge she could gather. 警察用枪来武装自己。 她希望用她能获得的所有知识充实自己。

37. Advertising is a _____________ industry. It has gone ______________ with radio, television and other media. However,people ______ to ads in different ways. Defenders think ads are useful and helpful and help _________ make informed _______ But critics _______ companies ______ using ads to mislead us. Advertising influences customers’ choices by introducing a ______ name and _________ products _______ customers’ needs. There are so many ads for customers, so advertisers try to _____ their message _______ by ___________ their emotions. Review the text highly developed hand in hand react consumers choices. accuseof brand associating with getacross appealing to

38. Ads help companies and ________ in a variety of ways. They can help companies increase sales and _________ the prices. Meanwhile, they help customers choose among all the _______ products. In fact, truthful ads provide good information,and help customers compare _______, functions and costs. Some governments name their spokesman or _________ to make people _____ of their ______problems and policies. Customers should ______ themselves by _______ an eye _____ for bad ads, distinguishing between fiction and facts and making good choices. customers reduce available features spokeswoman awaresocial protect keeping out

39. 1.Preview integrating skills of the unit. 2.Finish off the exercises in Best Design. 3.Complete the exx in the workbook of the unit.