【创新设计】（江苏专用）2016-2017学年高中英语 Unit 1 Advertising Period One Welcome to the unit Reading讲义 牛津译林版必修4.doc

Unit 1 Advertising Period One Welcome to the unit Reading Advertising Advertising is only part of the total sales effort，but it is the part that attracts the most attention.This is natural enough because advertising is designed for just that purpose. The simplest kind of advertising is the classified ad.Every day the newspapers carry a few pages of these ads；in the large Sunday editions there may be several sections of them.A classified ad is usually only a few lines long.It is really a notice or an announcement that something is available. Newspapers also carry a large amount of display advertising.Newspapers generally reach an audience only in a limited area.To bring their message to a larger audience，many who want to put out their ads use national magazines.Many of the techniques of modern advertising were developed in magazine ads.The use of bright colors，attractive pictures，and short messages is all characteristics of magazine ads.The most important purpose is to catch the eye.The message itself is usually short，often no more than a slogan which the public identifies with the product. The same techniques have been carried over into television advertising.Voices and music have been added to color and pictures to catch the ear as well as the eye.Television ads are repeated over and over again so that the audience sees and hears them many times.Commercial television has mixed entertainment and advertising. 1.slogan n.(广告)标语 2.commercial adj.商业的；营利的；靠广告收入的 Read the passage and answer the following questions. 1.A notice in a newspaper belongs to classified ads. 2.In this passage there are three kinds of media that carry ads mentioned. Period One　Welcome to the unit Reading Ⅰ.单词自测 1.advertising n.做广告；广告活动；广告业 advertisement n.广告；广告宣传 advertise vt. vi.做广告，宣传 2. drug n.毒品；药，药物 3. shine n.光亮，光泽；vi.发光，闪耀 shiny adj.发光的，闪耀的 4.persuade vt.说服，劝说；使信服 5.welfare n.(个体或群体的)幸福、安全和健康；福利 6.cheat vt. vi.欺骗；作弊；n.骗子；欺诈行为 7.skilful adj.有技巧的；熟练的 skill n.技巧 8.innocent adj.清白的，无罪