1、牛津高中英语模块4课文22. M4U1. ReadingAdvertisementsNowadays, we can find advertisements almost wherever we go. We are so used to them that we often do not even realize how many we see and hear in a day. I did some research on advertisements, and have some very important information to share with you. What is
2、 an advertisement? An advertisement uses words and pictures to persuade people to buy a product or service, or believe in an idea. Newspapers, magazines, the Internet, radio and television are the most common places to find them. There are two main types of advertisements commercial advertisements a
3、nd public service advertisements (PSAs). A commercial advertisement is one which someone has paid for to advertise a product or service. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem that affects public welfare. Does an advertisement tell peo
4、ple the complete truth? There are laws to protect people from advertisements that cheat people. However, we still must be aware of the skilful methods used in ads to try and sell us things. Even if an ad does not lie, it does not mean it is altogether innocent. One toothpaste ad declares, Bright-tee
5、th fights bad breath! This statement tries to fool you into assuming that the toothpaste cures bad breath, yet it does not say that! All it says is that fights it, and that is not the same thing at all. One grocery tells customers, You are proud of your cooking, so shouldnt you buy the very freshest
6、 food? This ad is very clever, because it tells customers they are good cooks. However, it never says that this grocery has the freshest food! The grocery just hopes that when you read the ad, you will feel pleased with the nice comment, remember the words freshest food，and make a mental connection
7、with the food in the grocery. We must not fall for this kind of tricks. Public service advertisements Not all ads play tricks on us though. PSAs use some of the same methods, like attractive pictures and clever language, but they are made to serve the public. PSAs aim to teach us and help us lead be
8、tter lives. Our government understands this and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign in 1996, and since then various types of PSAs have appeared around the country. You have probably seen or heard some of them yourself, su
9、ch as, Yes to life ,no to drugs and knowledge changes life. These ads deal with widespread social concerns. There are also PSAs that encourage people to support public service projects, such as Project Hope. Its motto is Project Hope-educating every child. There are even PSAs to teach us how to live
10、 healthy lives. One of these is, When you smoke cigarettes, you are slowly killing yourself. All of these ads are meant to benefit the public, and you can often learn a lot by following the advice they give. Finally, I wish to tell you this: think about why you should do the things the ad suggests,
11、or buy the product or service the ad promotes. When it comes to advertisements, we must all use our intelligence and not be a slave to them!23. M4U1. Project (1)How do you build an ad campaign?Unlike a single advertisement, an ad campaign is a planned programmed of advertisements using various kinds
12、 of ads to reach a certain audience. When you start a successful ad campaign, you must have a clear aim and an audience in mind. It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. In an ad campaign you may need to employ different kind
13、s of media, including posters, newspapers, magazines, radio and television.There are three major questions you may first consider.1 Who is the audience for your ad campaign?The people you want to reach are your target audience. In order to determine your audience, you will need to do a little resear
14、ch and analysis in advance. You will need to explore what the audience already thinks. It is very important to know your audience so you can create the right message for the right people.2 What do you want your ad campaign to sayAfter you have decided who your audience is, it is time to decide what
15、you want the audience to know or think about. It is important to always try to appeal to the audience in order to get them to react in a certain way. You can gather this information from your research. When planning a public welfare campaign, you may want to ask yourself: What does my audience alrea
16、dy know about this problem? What aspects of this problem would they care about or be concerned with? Is there some history behind the problem that they would be interested in? How does the problem personally affect their lives?3 How do you reach your audience?There are lots of different ways to get
17、your message across when you are putting together an ad campaign. You must decide what approach you want to use. This decision should depend mainly on your target audience and which kinds of ads reach that group best.24. M4U1. Project (2)Anti-smoking ad campaignEvery year millions of people around t
18、he world die due to smoking. Every packet of cigarettes contains poisonous chemicals that can result in lung cancer and heart disease. This costs countries a lot of money and causes great damage to the welfare of the people. There are huge numbers of smokers in Asia. This is why we have chosen anti-
19、smoking as the subject of our ad campaign.The target audience is high-school teenagers. Our main aim is to discourage young people from smoking. Our research shows that young people care about their health and future. We will educate them about the bad physical effects of smoking and how smoking aff
20、ects those people around them. We will explain all the advantages of not smoking, such as saving money which can then be spent on other things. Our interviews also indicate that young people are concerned about what is cool and what their friends like. We will show how smoking is not cool or attract
21、ive, because it makes people smell terrible, and gives them bad teeth, skin and fingernails. If we can convince young people not to start, they might then urge their parents and other people to give up smoking, too.Our campaign will start on 31 May, World No Tobacco Day. We will put large posters ar
22、ound the school with our logo and slogan. Our website will provide students with more information about smoking. We will also publish an article in the school magazine informing students about the dangers of smoking, and we will organize an essay competition as well.Our slogan: Smoking kills!Many pe
23、ople think that smoking is cool or enjoyable, but they are not only fully aware of the damage that it does to their health. This is why we chose this picture as our logo. We want to shock people into realizing that many smokers die all too soon from illnesses and diseases related to smoking. 25. M4U
24、2. ReadingThe Olympic GamesGood after, students and teachers. As a member of the International Olympic Committee, I am delighted to have been invited to your school to talk to you about the history and significance of the Olympic Games. Ill share some interesting facts and stories with you, and then
25、 well have time for question.Do you know when the ancient Olympic Games began? It was in the year 776BC. They were held at Olympia in Greece every four years, for almost 12 centuries, until AD 394.Some of the sports from the ancient Olympic are still seen today, such as the long jump, wrestling and
26、running. At the ancient Olympics, by tradition the athletes were all men and they had to compete wearing, no cloths. Single women were allowed to take part in their own competition, at a separate festival honour of Hera, the wife of the Greek god Zeus. Today, both male and female athletes form aroun
27、d the world can take part, no matter what nation they come from.The contemporary Olympics were first held in 1896, in Athens. It was a Frenchman, Pierre de Coubertin, who brought the Olympics back to life. He dreamt that the Olympics would make it possible for people of all countries to live side by
28、 side in peace. Now people all over the world are helping to realize this dream. Among them are many well-known athletes.Did you know that perhaps the most famous boxer of all time first came to public attention during the 1960 Rome Olympics? He won the gold medal for the USA, under his birth name C
29、assius Clay. Afterwards, this young man went on to win the World Heavyweight Boxing Championship in 1964 and later change his name to the one we all know, Muhammad Ali. He returned to the Olympic Games in Atlanta in 1996 to light the Olympic flame at the opening ceremony.Another sports star I would
30、like to mention is Michael Jordan.Everyone knows of his success in the NBA, but do you know that he helped the USA basketball team win the gold medal at the 1984 Los Angeles Olympics? Jordan also returned to the Olympics after many years, but unlike Muhammad Ali, he was still competing for medals. A
31、t the 1992 Barcelona Olympics, Jordan won his second Olympic gold medal as a member of the so-called Dream Team.Chinese athletes have also made important contributions to the Olympic Games. At the 1984 Los Angeles Olympics, the Peoples Republic of China returned to the Olympics after 32 years absenc
32、e. I am sure the whole of China must have felt proud when Xu Haifeng won the first gold medal for his country. Deng Yaping, who won four Olympic gold medals in 1992 and 1996, is perhaps the greatest female table tennis player the world has ever seen. At the 2004 Athens Olympic Games, Liu Xiang excited people all over Asia when he became the first Asian to win the gold medal in the mens 110-meters hurdles.The Chinese led the way at the 2008 Beijing Olympics, winning 51 gold medals. For the first time in history, the Chinese womens gymnastics team won the gold medal. However
