Unit 3 大学体验英语第二册电子教案

Unit 3 大学体验英语第二册电子教案Unit Three AdvertisingLearning Objectives 1. Listen and Talk about the advantages and disadvantages of advertising2. Grasp the main idea of the two passages3. Master the key language points4. Write about why people fall victim to advertising5. Learn about conjunctions and connective words6. Learn to write a personal adPassage A The VictimI. Pre-reading TasksA. Introductory Questions1. How often do you shop for clothes?2. Do you always follow fashion when buying clothes for yourself? Explain3. Do you think the clothes one wears define what kind of person he or she is? ExplainB. Introductory RemarksThe author once was a compulsive shopper, and might even be addicted to shopping. Shetended to buy more clothes than she needed, and often looked for famous brands, and evendiscounts. Later in her life, when she became a marketing student, this helped her understand howmuch her shopping was influenced by advertising. This influence began to be felt in middle schoolwhen she became concerned about her appearance. As an adult she was more aware of hermotives while shopping, but was still influenced by advertising, consciously or subconsciously.The conclusion drawn by the author is: nobody can escape the influence of advertising.Advertising uses our weaknesses and insecurities against us, and makes us want to be moreattractive, popular, or loveable. It makes us uncomfortable with who we are, and makes us want tobe like the models in the ads. Thus we may buy things that we think are "new, cool, or hot."II. While-reading ActivitiesA. Language Points1. shop-a-holic: A shop-a-holic is a compulsive person who finds great joy in shopping, almost tothe point of being a hobby, but finds it hard to stop shopping and buys things thatare not needed.2. fashion: n. the way of dressing or behaving that is consideredthe best at a certain timeeg. 1) Fashions have changed since I was a girl.2) Fashions for men’s clothes change less frequently than fashionsfo r women’sclothes.3. brand: n. a class of goods which is the product of a particular firm of producereg.1) What is your favorite brand of soap?12) There are two brands of the article on the market.4. clutter: v. make untidy or confusedeg. 1) The room was cluttered with furniture2) Don’t clutter your room.3)The road was cluttered with refugees.5. victim: n. person, animal, etc. suffering injury, pain, loss, etc. as result of other people’sactions, or of illness, bad luck, etc.eg. 1) He was the victim of ill-treatment as a child.2) Many thousands of animals have been victims of this strange new disease.6. necessity: n. something that is necessaryeg. 1) Food and clothing are necessities of life.2) We’ll take only the necessities f or the camping trip.7. dress up: make (something, or oneself) more attractive, esp. with clothingeg.1) They dressed up for the occasion.2) Are you going to dress up for the party, or is it informal?8. be concerned with: to be abouteg. 1) This story is concerned with fairies and wicked magicians.2)The film is concerned with morals.9.define: v. show the character or nature ofeg. 1) Good manners define the gentlemen.2) What defines us as human?10. feed off:1? if an animal feeds off something, it gets food from it:eg. 1) The pigeons feed off our neighbor’s crops.2?an insulting way of saying that someone uses something to continue their activities:eg. 1) The press feeds off gossip and tittle-tattle.11. identify with: cause or consider (someone to be connected with something)eg. 1) Weather cannot be identified with happiness.2) The world identifies Mrs. Pankhurst with female emancipation.12. turn to: go to … for help, advice, sympathy, comfort, etc.eg. 1) The child felt there was no one he could turn to with his problems.2) I had to turn to the dictionary for help.13.quest: n. search, attempt to findeg. 1) The quest for gold was long and difficult.2) He went to the library in quest of something to read.14. affect: v. influenceeg. 1) The amount of rain affects the growth of crops.2)The economic crisis has seriously affected German exports.15. add to: put together with something else so as to increase the number, size, importanceeg. 1) He added some wood to the fire.2)The music added to our enjoyment.16.glamorous: adj. attractive or full of charmeg. 1) She is the most glamorous star in motion pictures.17. be one’s fault: be something for which one can rightly be blamed2eg. 1) It is your own fault for not learning.2) Whose fault is it (that) we are late? It is not our fault.18.means: n. a method or wayeg. 1) The quickest means of travel is by plane.2)He hoped to achieve his goal by peaceful means.19.consumption: n. the act of consumingeg. 1)There is too great a consumption of alcohol in Britain.2)That price rise did not reduce consumption.20. step back: think about as if not involvedeg. 1) From time to time, the teachers should step back and lettheir pupils run things theirway.B. Sentence Explanation1. You could call me a shop-a-holic, as most of my friends do, but I call myself a lover offashion. (para. 1)You could call me a shopping addict, as most of my friends do, but I’d rather say I love to buythings in fashion.2. But as I progressed to high school, advertising became a big influence. (para. 3)But as I moved ahead to high school, I paid more attention to advertising.3. The clothing in high school became something that defined you.High school students seem to adopt a notion that by wearing expensive clothes they are wealthy,smart, or superior in some way.4. Yet my friends and I still turn to advertising, now not only to stay in fashion but more soto find our own style. (para. 4)Yet my friends and I still pay attention to advertising, not only to follow the fashions, but moreto find our own personal style.5. Advertising feeds off human insecurities and make us want to belike these beautifulpeople.Advertising makes people insecure about who they are and need expensive clothes to makethem look good.6. Advertisers show us people around us, yet they choose only acertain look. (para. 5)We see average people in the advertisements, but they are shown in deliberately chosen images.7. Is it the victim’s fault for believing, or the fault of societyfor allowing advertisers to do so?(para. 6)Is it the buyer’s fault for believing the advertising, orsociety’s fault for allowing ads to be madeso powerful and influential?III. After-reading Tasks:1. Do some exercises after the text.2. Dictation.3. Practice making sentences with the important words or expressions.3Passage B The Ad Council at a Glance I. Pre-reading TasksA. Introductory Questions1. Have you ever benefited from public service advertisement?2. Can you give one or two slogans used in public service advertisement?3. Do you think public service campaigns are necessary? Explain.B. Introductory RemarksThe Ad Council was founded during World War II to help sell War Bonds. After the war itcontinued to address pressing social issues with public service advertisements (PSA's). Since 1942it has created over 1000 advertising campaigns on such issues as forest fires, safe and soberdriving, minority education, crime, drugs, child abuse, recycling, and AIDS. Some of its mostfamous messages are "Only You Can Prevent Forest Fires," "Friends Don't Let Friends DriveDrunk," and "A Mind is a Terrible Thing to Waste." Seat belt usage rose from 21% to 70% afterthe Crash Test Dummies were introduced in 1985. The Ad Council's current major campaigns areto help children achieve their full potential and to encourage Americans to support the war onterrorism.II. While-reading ActivitiesA. Language Points1. inspire: v. encourage in (someone) the ability to acteg. 1) We need a new captain—someone who can inspire the team.2) Success inspires us for fresh efforts.2. take action: start to do something, begin to acteg. 1)They took action to stop him.2)The government has promised to take quick action on the energy crisis.3. individual: n. person; any human beingeg. 1) The individual doesn’t count for much in the situation, the nation must come first.2) The purpose of the law is to protect the rights of the individual.4. testify to: formal to be a clear sign that something is trueeg. 1) Mrs Parson’s nervous behavior testified to the strain shewas under.2) Her red face testified to her guilt.unch: v. get started; set goingeg. 1) The government has launched a new plan to build more houses.2) The firm launched the new product with a big advertising campaign.6. estimate: v. form judgments about; calculate (the lost, value, size, etc.)eg. 1) She made plans and estimated means and resources.2) I asked three building firms to estimate for the repairs to the roof.7.rally: v. (cause to) come or bring together for a purposeeg. 1) To rally people is to bring them together for a great united effort.2) The whole nation rallied to help the government with the war.8.recruit: v. get somebody to do something4eg. 1) The wartime government first recruited men (into the force) from nonessentialindustries.2) The coach recruited nine boys for the baseball team.9.symbol: n. a sign, shape, image, or object which represents a person, idea, value, etc.eg. 1) The lion is often used as a symbol of courage.2) The dove is the symbol of peace.10.stimulate: v. make…more active or alerteg. 1) He was stimulated into greater efforts.2) Praise stimulated the child to study hard.11. make a / the difference: see or show (two things) to be differenteg. 1)If you do so it will make a great difference.2) The extra money would have made all the difference.12.motivate: v. provide someone with a reason or cause for doing somethingeg. 1) He was motivated only by his wish to help, and expected nothing in return.2) These children just sit around all day doing nothing; they need someone tomotivate them.13.concerning: prep. about; with regard toeg. 1) He wrote to me concerning a business arrangement.T 2) his is, I believe, all the news concerning the society.14.abuse: n. wrong use; bad or cruel treatmenteg. 1)Here are some recent abuses of the word.2) Child abuse is a punishable offence.15.adopt: v. take (an idea, custom, etc.) and useeg. 1) I like your methods of teaching and shall adopt them in my school.2) Congress adopted the new measures.16. speak for: express the thoughts, opinions, etc. of…eg. 1)Speaking for yourself, I find the housing quite satisfactory.2) He is old enough to speak for himself.17. approximately: adv. very near (to); very nearlyeg. 1)There are approximately 50 people who attended the lecture.2) The time is approximately ten o’clock.18. pledge: n. a solemn promise or agreementeg. 1) He was under pledge to spend the money in the best way.2) He gave a pledge to handle the affair in a friendly manner.19. decline: v. going from a better to a worse position, or from higher to lowereg. 1) Our business has gone into a decline this year.2) There is a sharp decline in sports in our town.20. distribute: v. divide among several or manyeg. 1) The teacher distributed the examination papers to the class.2) He distributed the prizes among the winners.21. inform: v. tell; give information toeg. 1) He informed me of his arrival.2) He would like to be informed of any new developments.5B. Sentence Explanation1. Our slogans and characters are more than memorable--- they raise awareness, inspireindividuals to take action, and save lives. (para. 1)Our slogans and characters are not just easy to remember, they also greatly influence people’sattitudes and actions, and they save lives.2. The War Advertising Council, a private, non-profit organization, was founded to rallysupport for World War II-related efforts. (para. 6) The War Advertising Council, which was not established by the government or for profit, wasaimed to encourage people to support World War II.3. The Ad Council’s mission is to identi fy a select number of significant public issues andstimulate action on those issues through communications programsthat make ameasurable difference in our society. (para. 7) The Ad Council’s main goal is to decide on a few of vital well-chosen public issues and encourage people to do something that helps to improve the society through effectivecommunications programs.4. The Ad Council reached out to the federal government as well as important nationalnon-profits with an offer to create and also distribute theircrisis-related messages tomedia outlets nationwide. (para. 10)The Ad Council appealed to the American government and the major national non-profitorganizations for producing and distributing messages about the 9-11 disaster to various mediaoutlets throughout the country.III. After-reading Tasks1. Do some exercises after the text.2. Dictation.6。