College English 1

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College English 1

• FENG Pengpeng

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Unit 8 Media
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Outline

• Text A Conversation
• Nothing to Watch
• Text B Advertising
• Exercises

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Text A

• Conversation
• Nothing to
• Watch

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Text A An overview

• Its been a tough day for both Ann and Rita, and
  theyre trying to relax in front of the
  television. Unfortunately, deciding what to watch
  isnt very simple.

6

• Rita Would you please stop flipping through the
  channels like that?
• Ann Im just trying to find something decent to
  watch.
• Rita Wouldnt it be easier if you looked in the
  TV Guide instead of driving me nuts?
• Ann Im sorry, I dont mean to get on your
  nerves, but theres absolutely nothing on. Those
  trashy news programs are on every channel!

7

• Ann Oh, come on! All the news programs are the
  same.
• Rita No way! They are totally different. I admit
  some of them focus more on scandal than on real
  news. But Primetime Live does cover important
  stories.
• Ann Like what?

8

• Rita Well, stories on political figures,
  government corruption, crime
• Ann The problem is the news presenters have
  become more important than the news.
• Rita What do you mean?
• Ann The main goal of the networks is high
  rating. To gain this they make the journalists
  stars. Some anchors are so popular that people
  are willing to believe anything they say, whether
  accurate or not.

9

• Rita But I dont see anything wrong with it.
  After all, they make the news interesting and
  credible because of their charm.
• Ann Yeah, but thats why its impossible to
  distinguish fact from fiction. In an era when
  technology has made it possible to experience
  events as they really happen, we are moving away
  from the news.

10

• Rita We are moving away from the traditional
  ways of presenting news. Do you mind handing me
  the remote? Ill find something we can watch.
• Ann OK. Here you are. Im in the mood for
  something light and fun.

11
Detailed reading

• Its been a tough day for both Ann and Rita, and
  theyre trying to relax in front of the
  television. Unfortunately, deciding what to watch
  isnt very simple.

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• tough ??? e.g.
• negotiation/ competition
• The company faces tough competition. 
  ?????????????
• unfortunately ???
• Unfortunately, I missed the last train. 
  ???????????
• deciding what to watch ??????

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????????

• ____ is a good form of exercise for both young
  and old.A. The walk B. Walking
• C. To walk D. Walk
• Note??????????????????????????????,??????
• There is no use _____ over the split milk.
• A. cry B. to cry C. crying D. cried
• Note?There/It be no use (good/ help/
  need)??????????,?????????????for
  sb.?????,??There is no good for us to do that
  exercise.

B
C
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??

• Its been a tough day for both Ann and Rita, and
  theyre trying to relax in front of the
  television. Unfortunately, deciding what to watch
  isnt very simple.
• ????????????,???????????????????,??????????

15

• Rita Would you please stop flipping through the
  channels like that?
• Ann Im just trying to find something decent to
  watch.
• would you please ???????
• stop doing sth. ?????
• ??stop to do sth ???????????
• flip through the channels ?????
• flip through ????,???? e.g.
• I haven't read the book properly, I just flipped
  through it to see what it was like. 
  ???????????,?????????????????

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• Im just trying to find something decent to
  watch.
• something decent ?????????????????? e.g.
• I didnt do anything wrong.
• I try to buy something decent to send to her as
  her birthday present.
• ??I dont like the decoration,could you please
  show me ______?
• A. different something B. something different
• C. different everything D. everything different

B
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• Rita Would you please stop flipping through the
  channels like that?
• Ann Im just trying to find something decent to
  watch.
• ??????????????
• ???????????????

18

• Rita Wouldnt it be easier if you looked in the
  TV Guide instead of driving me nuts?
• Ann Im sorry, I dont mean to get on your
  nerves, but theres absolutely nothing on. Those
  trashy news programs are
• on every channel!

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Wouldnt it be easier if you looked in the TV
Guide instead of driving me nuts?

• Wouldnt it be easier if you did sth. ????
• Instead of ??? e.g. He will go instead of you.
  ??,?????
• ??instead???,?????????????instead
  of??????????????????????
• He went to school by bike instead.Instead of
  going home, he went to the cinema.
• drive sb nuts ??,??????
• Long speech drives me nuts.??????????
• Loud music drives me nuts.??????????

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• Im sorry, I dont mean to get on your nerves,
  but theres absolutely nothing on.
• Mean to do sth ????? e.g.
• I didnt mean to hurt him.
• get on sbs nerves ???? ,?drive sb. nuts???e.g.
• You really get on my nerves. 

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• Rita Wouldnt it be easier if you looked in the
  TV Guide instead of driving me nuts?
• Ann Im sorry, I dont mean to get on your
  nerves, but theres absolutely nothing on. Those
  trashy news programs are on every channel!
• ?? ??????????????????????????
• ? ??,?????,???????????,???????????????

22

• Rita I think Primetime Live is on right now.
  Thats an informative program.
• Ann Oh, come on! All the news programs are the
  same.

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• I think Primetime Live is on right now.
• Primetime Live, now known as Primetime, is an
  award-winning news magazine program of ABC
  bringing in-depth investigative reports, crime
  and human interest stories.
• prime time the hours between 7 and 11 p.m. when
  the largest tv audience is available????
• on ??,??

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• Thats an informative program.
• informative ????? e.g.
• Well, this talk is most informative.

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Oh, come on!

• come on???????????,?????????? Come on, dont
  sit there dreaming. ??,?????????
• ????
• ????????????? Come on, Lucy, come on. Dont be
  so shy. ??,??,??????
• ????????(?),?????? Come on, its getting dark.
  ??,?????
• ?????????,????????? Come on! Im not afraid of
  you. ??,???????
• ?????????????,?????? "Come on! Come on!"
  shouted the audience again and again.
  ??!??!???????

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??

• Rita I think Primetime Live is on right now.
  Thats an informative program.
• Ann Oh, come on! All the news programs are the
  same.
• ????????????????,??????????
• ??,???,???????????

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• Rita No way! They are totally different. I admit
  some of them focus more on scandal than on real
  news. But Primetime Live does cover important
  stories.
• Ann Like what?
• Rita Well, stories on political figures,
  government corruption, crime
• Ann The problem is the news presenters have
  become more important than the news.
• Rita What do you mean?

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No way!... I admit some of them focus more on
scandal than on real news.

• No way! ??,??,??,?????
• A Can you lend me 50 yuan?
• B No way! I lent 50 to you yesterday.
• focus on ???????
• The discussion focused on the new project.
• more A than B ??A??B, ?
• This book seems to be more a manual than a text.
• Catherine is more diligent than intelligent.

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But Primetime Live does cover important stories.

• does ??????????? e.g.
• I saw him yesterday. / I did see him yesterady.
• You need a new car. / You do need a new car.
• cover ??,??
• The news covers the murder yesterday.
• This event will be covered live by TV. 
  ????????????

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• stories on political figures, government
  corruption, crime
• figure n. ?? e.g.
• Michael Jordan is an iconic figure. ??????????
• corruption n. ??
• corrupt v.?? corruptive adj. ???
• crime n. ??,??

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• news presenter a person who presents a news show
  on television, radio or the Internet ?????
• ConversationWhat do you mean?
• ask for clarification

(also known as newsreader, newscaster, anchorman
or anchorwoman, news anchor or simply anchor)
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• Rita No way! They are totally different. I admit
  some of them focus more on scandal than on real
  news. But Primetime Live does cover important
  stories.
• Ann Like what?
• Rita Well, stories on political figures,
  government corruption, crime
• Ann The problem is the news presenters have
  become more important than the news.
• Rita What do you mean?
• ??????,????????,???????????????????,???????????
  ???????
• ?????
• ????????,?????????????????
• ???????????????????
• ????????

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• Ann The main goal of the networks is high
  rating. To gain this they make the journalists
  stars. Some anchors are so popular that people
  are willing to believe anything they say, whether
  accurate or not.
• Rita But I dont see anything wrong with it.
  After all, they make the news interesting and
  credible because of their charm.
• Ann Yeah, but thats why its impossible to
  distinguish fact from fiction. In an era when
  technology has made it possible to experience
  events as they really happen, we are moving away
  from the news.

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The main goal of the networks is high rating. To
gain this they make the journalists stars.

• high rating ????
• rating evaluation or assessment
• Ratings point is a measure of viewership of a
  particular television program.
• to gain this ??????????
• make the journalists stars
• make sb. sth. ????? e.g.
• They made me monitor. ????????

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Some anchors are so popular that people are
willing to believe anything they say, whether
accurate or not.

• anchor n. ????
• Sothat????
• Hes so involved in reading that he did not
  notice the ring on the door.
• be willing to do sth. ????? e.g.
• willing adj. ???
• He is always a willing helper.  ???????????
• The spirit is willing but the flesh is weak. 
  ????????
• I'd like to buy your house if you are willing to
  sell it.  ????????,????????

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• whether accruate or not ??????
• whether or not ?? e.g.
• I dont care whether he will come or not.
  ?????????.
• ??whether or not ???? e.g.
• Whether or not he will never be able to forgive
  me. ???????????.

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After all, they make the news interesting and
credible because of their charm.

• After all ??
• He did come after all!
• He is quite human after all. 
• make sth. adj. ??????
• make me happy/ disappointed
• credible adj. ???
• because of sth ??
• The train was delayed because of the bad weather.
• charm n. ??

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but thats why its impossible to distinguish
fact from fiction.

• why??????
• distinguish fact from fiction
• distinguish v. ??,????
• The twins were so much alike that it was
  impossible to distinguish one from the other. 
  ??????????????
• She distinguished herself by her coolness and
  bravery.  ?????????????????
• fiction n. ??

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In an era when technology has made it possible to
experience events as they really happen, we are
moving away from the news.

• In an era when ???when???????????????era
• era n. ??
• experience events as they really happen
  ??????????????
• move away from ????
• More and more people are moving away from
  vegetarianism.

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• Ann The main goal of the networks is high
  rating. To gain this they make the journalists
  stars. Some anchors are so popular that people
  are willing to believe anything they say, whether
  accurate or not.
• Rita But I dont see anything wrong with it.
  After all, they make the news interesting and
  credible because of their charm.
• Ann Yeah, but thats why its impossible to
  distinguish fact from fiction. In an era when
  technology has made it possible to experience
  events as they really happen, we are moving away
  from the news.
• ????????????????,?????????????????????????,??????
  ,??????????????
• ??????????????????,?????????,??????????????
• ??,??,???????????????????,??????????????????????
  ??????,????????

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• Rita We are moving away from the traditional
  ways of presenting news. Do you mind handing me
  the remote? Ill find something we can watch.
• Ann OK. Here you are. Im in the mood for
  something light and fun.

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-- Do you mind handing me the remote?--OK, here
you are.

• conversationDo you mind doing sth? ?????
• Do you mind retiring earlier?
• Do you mind taking the bus? 
• ?????????,????????????,???yes?????
• Do you mind my smoking here?
• ____________
• A. No, thanks. B. Yes, I
  do.
• C. Yes. I'd rather not. D. Good idea.
• handv. ?? hand sb. sth.
• remote n. ??,?remote controller????

C
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Im in the mood for something light and fun.

• mood n. ??,??
• in the mood for?????
• She's in a good mood today.  ???????.
• Shes too tired and in no mood for dancing. 
  ????,???????
• I'm not in the mood to disagree with you. 
  ?????????.
• He's in no mood for (telling) jokes/to tell
  jokes.  ???????

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??

• Rita We are moving away from the traditional
  ways of presenting news. Do you mind handing me
  the remote? Ill find something we can watch.
• Ann OK. Here you are. Im in the mood for
  something light and fun.
• ????????????????????????????????????????????
• ???,????????????????

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Idiomatic Study

• Idiomatic study Apologizing
• To apologize
• Im really/ very/ awfully sorry.
• Please forgive me.
• I (do) apologize.
• Responding to an apology
• Dont worry about it.
• Thats OK/ all right.
• No problem.

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??

• I'm terribly sorry that I've spilled some
  coffee on the carpet.
• ______________.
• A. Sorry. B. It doesn't matter.
• C. That's right. D. Don't mention it.
• Oh, sorry to bother you.
• __________________.
• A. Thats Okay. B. No, you cant.
• C. Thats good. D. Oh, I dont know.

B
A
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The End of Text A
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Unit 8Text B Advertising
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Background information

• Advertising is a form of communication intended
  to persuade its viewers, readers or listeners to
  take some action.
• It usually includes the name of a product or
  service and how that product or service could
  benefit the consumer, to persuade potential
  customers to purchase or to consume that
  particular brand.
• Modern advertising developed with the rise of
  mass production in the late 19th and early 20th
  centuries.

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• Different types of media can be used to deliver
  these messages, including traditional media such
  as newspapers, magazines, television, radio,
  billboards or direct mail.
• Virtually any medium can be used for advertising.
  
• Celebrities using celebrity power, fame, money,
  popularity to gain recognition for their products
  and promote specific stores or products.

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• The use of celebrities to endorse a brand can
  have its downsides, however. One mistake by a
  celebrity can be detrimental to the public
  relations of a brand.
• For example, following his performance of eight
  gold medals at the 2008 Olympic Games in Beijing,
  China, swimmer Michael Phelps' contract with
  Kellogg's was terminated, as Kellogg's did not
  want to associate with him after he was
  photographed smoking marijuana.

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Main idea

• Para 1 Advertisements are made by private mass
  media and they are almost everywhere.
• Para 2 What are advertisements?
• Para 3 There are
• five features of
• advertisements.

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Detailed-reading paragraph 1

• When you turn on the radio, you hear an
  advertisement. When you watch television, you
  hear and see an advertisement. If you turn the
  pages of a newspaper or magazine, again you find
  an advertisement. If you walk down the street,
  you see one advertising board after another. All
  day, every day, people who want to sell you
  something compete to catch your attention.

54
If you walk down the street, you see one
advertising board after another.

• advertising board
• ???
• One after another ????? e.g.
• Visitors came one after another.
• One visitor came after another.
• One after another they achieved
  independence. 

55
All day, every day, people who want to sell you
something compete to catch your attention.

• people who want to sell you something ????
• Compete v. to try to be more successful than
  someone or something else ?? e.g.
• Both girls compete for their fathers attention.
• It's difficult for a small supermarket to compete
  against/with the big supermarkets.
• catch ones attention ??????

56
??

• When you turn on the radio, you hear an
  advertisement. When you watch television, you
  hear and see an advertisement. If you turn the
  pages of a newspaper or magazine, again you find
  an advertisement. If you walk down the street,
  you see one advertising board after another. All
  day, every day, people who want to sell you
  something compete to catch your attention.
• ???????,????????????,?????????????????????,???????
  ????????,?????????????????,???,???????????????????
  ???

57

• As a result, advertisements are almost
  everywhere. In the West, advertisements are the
  fuel that makes mass media work. Many TV
  stations, newspapers, magazines, radio stations
  are privately owned. The government does not
  endorse them. So where does the money come from?
  From advertisements. Without advertisements,
  there would be no private businesses.

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As a result, advertisements are almost everywhere.

• As a result ?? e.g.
• As a result, daily output has doubled.
• advertisement n. ?? (a public promotion of some
  product or service) e.g.
• I suggest that he put an advertisement in the
  local paper.  ????????????????
• ?? advertising (the business of drawing public
  attention to goods and services) e.g. The
  advertising campaign didn't have much effect on
  sales.  ????????????????????

59
In the West, advertisements are the fuel that
makes mass media work.

• Fuel n. a substance which is used to provide
  heat or power, usually by being burned ??,?? e.g.
  
• Wood, coal, oil, petrol and gas are all different
  kinds of fuel.
• The newspaper article provided him with fuel for
  his speech.  ???????????????????
• mass media a section of the media specifically
  designed to reach a very large audience such as
  the population of a nation state.????

60
Many TV stations, newspapers, magazines, radio
stations are privately owned.

• Privately adv. by a person or company and not by
  the government ???
• privately owned ??? e.g.
• a privately-owned business ????
• a privately financed project ????????

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The government does not endorse them.

• Endorse v. to make a public statement of your
  approval or support for something or someone
  ????????? e.g.
• to endorse a political candidate. ???????
• I am afraid I can't endorse your opinion. 
  ???,?????????

62
Without advertisements, there would be no private
businesses.

• ?would be??????????????,??Without
  advertisements???If there were no advertisements
• ?without/but for/in the absence of ??
  ????????(???if it were not for)?????,????????
  ?
• e.g. Without air, nothing could
  live.??????,????????
• But for your assistance, we could not accomplish
  it.???????,?????????
• private business ????

63
??

• As a result, advertisements are almost
  everywhere. In the West, advertisements are the
  fuel that makes mass media work. Many TV
  stations, newspapers, magazines, radio stations
  are privately owned. The government does not
  endorse them. So where does the money come from?
  From advertisements. Without advertisements,
  there would be no private businesses.
• ??,????????????,??????????????????????????????????
  ?,?????????????????????????????????,???????????

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Paragraph 2

• Have you ever asked yourself what advertising is?
  Through the years, people have given different
  answers to the question. For some time it was
  felt that advertising was a means of keeping
  your name before the public, and some people
  thought that advertising was truth well told.

65
Have you ever asked yourself what advertising is?

• have ever asked ?????
• ever ad. ??,??,?? e.g.
• I wondered if he'd ever stopped to think how I
  felt.  ????????????????
• ??? what ??????
• ????????????who, whom ,whose ,what, whoever
  ,whomever ,whosever, whatever, whichever?. e.g.
• Do you know who has won the game? ?????????????
• I dont know whom you should depend on.
  ?????????.

66
Through the years, people have given different
answers to the question.

• Through from the beginning to the end of a
  period of time e.g.
• It rained all/right through June and into the
  first half of July.
• She had just enough energy to get through the
  day.

67
For some time it was felt that advertising was a
means of keeping your name before the public,

• for some time ?????,??
• it was felt that?it?????,?????that??
• a means of a method or way of doing something
• They had no means of communication.
• The family had no means of support.

68
??

• Have you ever asked yourself what advertising is?
  Through the years, people have given different
  answers to the question. For some time it was
  felt that advertising was a means of keeping
  your name before the public, and some people
  thought that advertising was truth well told.
• ?????????????????,???????????????????????????????
  ????????????,????????????????????

69

• Now, more and more people perceive it in this
  way advertising is the paid, non-personal, and
  usually persuasive presentation of goods,
  services and ideas by some certain sponsors
  through various media.

70
Now, more and more people perceive it in this way

• more and moer ????
• Perceive v. to come to an opinion about
  something, or have a belief about something ??,
  ??, ??, ?? e.g.
• I perceived a change in his behaviour/that his
  behaviour had changed. ???????????.
• Women's magazines are often perceived to be
  superficial.

71
advertising is the paid, non-personal, and
usually persuasive presentation of goods,
services and ideas by some certain sponsors
through various media.

• non-personal ????
• persuasive adj. making you want to do or believe
  a particular thing ???? e.g.
• a persuasive speaker/speech
• Your arguments are very persuasive.
• Sponsor ??? e.g.
• All the major theatres now have sponsors,
  especially for high-cost productions.

72
??

• Now, more and more people perceive it in this
  way advertising is the paid, non-personal, and
  usually persuasive presentation of goods,
  services and ideas by some certain sponsors
  through various media.
• ??,?????????????????????????,???????????????????,
  ???????,??????????

73
Paragraph 3

• First, advertising is usually paid for. Various
  sponsors pay for the advertisements we see, read,
  and hear over various media. Second, advertising
  is non-personal. It is not face-to-face
  communication. Although you may feel that a
  message in a certain advertisement is aimed
  directly at you, in reality, it is directed at
  large groups of people.

74
First, advertising is usually paid for.

• pay for ??,?? e.g.
• We will pay for houses by monthly instalments. 
  ????????????
• You get what you pay for.  ???????
• They asked him to pay for the damage but he
  pleaded poverty.  ??????????, ??????????.

75
It is not face-to-face communication.

• face-to-face ????
• E.g. They were standing quarreling face to face.
   
• The two candidates will debate face to
  face. 

76
Although you may feel that a message in a certain
advertisement is aimed directly at you, in
reality, it is directed at large groups of
people.

• aim at/ direct at ??,??,???? e.g.
• The factory must aim at increasing production.
• We must aim at increasing/to increase exports.
• in reality ad. ???(???)
• Ones school life seems happier in retrospect
  than in reality.  ????????????????????
• It seems as if he knew everything, but in
  reality, he is as stupid as can be. 
  ????????????????????

77
??

• First, advertising is usually paid for. Various
  sponsors pay for the advertisements we see, read,
  and hear over various media. Second, advertising
  is non-personal. It is not face-to-face
  communication. Although you may feel that a
  message in a certain advertisement is aimed
  directly at you, in reality, it is directed at
  large groups of people.
• ??,??????????????????????????????????????????,????
  ????,????????????????????????????????????,???,????
  ????????

78

• Third, advertising is usually persuasive.
  Directly or indirectly it asks people to do
  something. All advertisements try to make people
  believe that the product, idea, or service
  advertised can benefit them. Fourth, the sponsors
  of the advertisement must show their names. From
  the advertisement, we can see if the sponsor is a
  company, or an individual.

79
All advertisements try to make people believe
that the product, idea, or service advertised can
benefit them.

• make sb do sth ??????(???????to??????)
• The teacher made the students read by
  themselves.
• advertised????????????,?????product/ idea/
  service,????
• benefit v. to be helped by something or to help
  someone e.g.
• I feel that I have benefited greatly from her
  wisdom.
• How can we benefit those who most need our help?

80
From the advertisement, we can see if the sponsor
is a company, or an individual.

• we can see if???if??????,?? ??
• Individual n. a single person or thing,
  especially when compared to the group or set to
  which they belong ??
• Every individual has rights which must never be
  taken away.
• Wed better treat our students as individuals.

81
??

• Third, advertising is usually persuasive.
  Directly or indirectly it asks people to do
  something. All advertisements try to make people
  believe that the product, idea, or service
  advertised can benefit them. Fourth, the sponsors
  of the advertisement must show their names. From
  the advertisement, we can see if the sponsor is a
  company, or an individual.
• ??,????????????????,??????????????????????????????
  ?????????????????,????????????????????????????????
  ????????

82

• Fifth, advertising reaches us through traditional
  and modem mass media. Included in the traditional
  media are newspapers, magazines, radio,
  television, and films. Modern media include
  emails, matchbox covers, and boards on top of
  buildings.

83
Included in the traditional media are newspapers,
magazines, radio, television, and films.

• ????
• Newspapers, magazines, radiao, television, and
  films are included in the traditional media.

84
Modern media include emails, matchbox covers, and
boards on top of buildings.

• email ????
• Matchbox a small box containing matches ???
• matchbox cover ????,?????
• Board n. a thin flat piece of cut wood or other
  hard material used for a particular purpose ???
• E.g. There was a 'For Sale' board outside the
  house.

85
??

• Fifth, advertising reaches us through traditional
  and modem mass media. Included in the traditional
  media are newspapers, magazines, radio,
  television, and films. Modern media include
  emails, matchbox covers, and boards on top of
  buildings.
• ??,??????????????????????????????????????????????
  ???????????????????

86
Unit 8Text B Advertising Comprehension
Questions
87

• 1. The existence of the privately owned mass
  media depends on the support of_____.
• A. the government B. their owners families
• C. advertisers D. the TV stations

C
P1Many TV stations, newspapers, magazines, radio
stations are privately owned. The government does
not endorse them. So where does the money come
from? From advertisements. Without
advertisements, there would be no private
businesses.
88

• 2. According to the passage, different
  definitions of advertising are given due to
  _______.
• A. the change of time
• B. the subject of the advertisements
• C. people age difference
• D. different ways of making advertisements

A
P2Through the years, people have given different
answers to the question. For some time it was
felt that advertising was a means of keeping
your name before the public Now, more and more
people perceive it in this way .
89

• 3. Which of the following is true about peoples
  understanding of advertising now?
• A. The purpose of advertising is to make people
  known by the public.
• B. Advertising should be targeted at certain
  individuals.
• C. The purpose of advertising is to make people
  believe in something.
• D. Advertising should tell true stories in an
  attractive way.

C
P3 All advertisements try to make people
believe that the product, idea, or service
advertised can benefit them. Second,
advertising is non-personal.it is directed at
large groups of people.
90

• 4. We know from the context sponsor means
  _______________.
• A. the one who launches a certain program
• B. the one who pays for media in return for
  advertising
• C. the one who assumes responsibility for
  advertising
• D. the one who support a candidate

B
P3 First, advertising is usually paid for.
Various sponsors pay for the advertisements we
see, read, and hear over various media.
91

• 5. The last paragraph is mainly about
  ____________________.
• A. various types of media for advertising
• B. features of advertising
• C. advertising and communication
• D. targets of advertising

B
92
Exercise
93
I. Conversation

• 1. Would you mind changing seats with me?
• ____________________.
• A. Yes, you can. B. Of course, I like to.
• C. No, I dont mind. D. Certainly, please do.

C
94

• 2. Im sorry. I lost the key.
• ______________.
• A. Well, its OK.
• B. No, its all right.
• C. You are welcome.
• D. You are wrong.

A
95

• 3. Its rather cold here. Do you mind if I
  close the window?
• _________________.
• A. Yes, please. B. No, go ahead.
• C. Sure, please. D. I dont like it.

B
96

• 4. Do you mind my smoking here?
• ____________________.
• A. No, thanks. B. Yes, I do.
• C. Yes. Why not? D. Good idea.

B
97

• 5. Could you be so kind as to turn down the
  music? Im preparing for tomorrows exam.
• _________________.
• A. Its none of your business.
• B. What are you doing?
• C. Sure. Sorry to disturb you.
• D. No, I dont think so.

C
98
Part 2 Reading Comprehension
99

• The mass media influences all aspects of our
  lives, including the learning of gender roles.
  Newspapers and magazines, television, and film
  all have an influence on how we view the roles of
  women and men and on how we think they should
  behave.

100

• Four decades ago, traditional womens magazines
  such as Good Housekeeping and Family Circle
  talked to women as though they were children who
  needed to learn the basics of how to care for
  their families. Today, magazines do not do this.

101

• However, they still tend to define the female
  role in terms of homemaking and motherhood, and
  to offer beauty advice to help women attract men
  and please husbands. There are now a few less
  traditional magazines such as Ms. that show women
  in a range of roles and that cover a much wider
  range of topics.

102

• Television commercials have also, until recently,
  presented women primarily as sex objects and as
  housewives. Young sexy women were shown admiring
  older men who smoked a particular cigarette
  brand. Housewives were shown smiling joyfully
  about their clean bathrooms, or looking guilty
  for not using the right laundry soap to wash
  their husbands clothes.

103

• These days advertisers are more careful about the
  way they present women, and they are presented in
  a variety of roles. However, it is still quite
  common to see advertisements where beautiful
  young women are dressed in sexy clothes to sell
  cars or other products. One study also found that
  the changes are mainly on nighttime television,
  with daytime commercials still tending to portray
  women doing household chores.

104

• Prime-time television programs also often used to
  stereotype women. In past decades, women were
  usually portrayed as lovers, as mothers, or as
  weak, passive girlfriends of powerful, effective
  men. Todays TV programs are somewhat different.

105

• Women are more likely to be presented as
  successful and able to support themselves and
  their families, but the traditional stereotypes
  of women are still there. Even when women are
  depicted as career women, the storylines suggest
  that they should be sexy as well.

106

• 1. The best title for this passage is
  _________________.
• A. Gender Roles in the Media
• B. Influence of Mass Media in Our Lives
• C. Different Types of Media
• D. Womens Magazines and Televisions

A
107

• 2. What makes Ms. different from other womens
  magazines?
• A. Ms. offers women tips of caring for their
  families.
• B. Ms. treats women as adults who need to learn
  about being a mother.
• C. Ms. is interested in a wider range of womens
  role.
• D. Ms. is the type of womens magazines that
  dominates now.

C
P2 There are now a few less traditional
magazines such as Ms. that show women in a range
of roles and that cover a much wider range of
topics.
108
D

• 3. It can be inferred that ____________ might be
  a new type of women image on the television
  commercials.
• A. young beautiful women dressed in sexy clothes
• B. happy mothers doing the household chores
• C. guilty wives who dont use the right soap
• D. career women who enjoys her career success

P3 it is still quite common to see
advertisements where beautiful young women are
dressed in sexy clothes to sell cars or other
products. Housewives were shown smiling joyfully
about their clean bathrooms, or looking guilty
for not using the right laundry soap to wash
their husbands clothes.
109

• 4. From the context we know to stereotype
  women (Line 1, Paragraph 4) refers to
  ______________.
• A. to tag on women some fixed roles and images
• B. to portray women in some different ways
• C. to depict women as successful and able to
  support themselves
• D. to portray women as successful professionals

A
P4 Prime-time television programs also often
used to stereotype women.
110

• 5. Which of the following statement do you think
  the writer would least agree with in terms of the
  medias attitude towards women?
• A. The mass media always presents to us a variety
  of women images as they are in daily life.
• B. The mass media focuses womens roles in life
  as a mother more than as a professional.
• C. The way mass media define women has changed as
  time goes by.
• D. The limited images of women mass media
  presented to the audience have influenced the way
  the audience think and behave.

A
111
III. Vocabulary and Structure

• 1. The company is going through a ________ time
  at the moment.
• A. rough B. tight C. tough D. strong

v
112

• 2. Do you think theres such a thing as _________
  truth?
• A. absolute B. extreme
• C. perfect D. pure

v
113

• 3. We hope to be more ________ in predicting
  earthquake.
• A. clear B. factual
• C. capable D. accurate

v
114

• 4. I sometimes have difficulty ____________
  French from Italian.
• A. to distinguish B. being distinguished
• C. distinguishing D. distinguish

v
115

• 5. Leave me alone. Im _____ no mood for
  chatting.
• A. in B. on C. at D. with

v
116

• 6. They created one new record __________
  another..
• A. with B. behind C. on D. after

v
117

• 7. When shall we meet?
• _____ it any day you like. Its all the
  same to me.
• A. Do B. Get C. Meet D. Make

v
118

• 8. Although he did not know London well, he made
  his way ________ to the airport.
• A. easy enough B. enough easy
• C. easily enough D. enough easily

v
119

• 9. Its said that _________ boys in your school
  like playing football in their spare time, though
  others prefer basketball.
• A. quite a lot B. quite a few
• C. quite a bit D. quite a little

v
120

• 10. While I was at the university, I learned to
  take photos, _______ is now very useful for me.
• A. it B. which C. that D. what

v
121

• College English
• Unit 8
• Exercises
• IV. Cloze

122

• Think about television, radio, newspapers, the
  Internet even T-shirts. We are exposed to __1__
  media-generated messages in one day than our
  great grandparents were in a year.
• __2__ from the media is built just as buildings
  and highways are __3__ a plan is made, the
  building blocks are gathered and people get paid
  to do different jobs.

123

• __4__ we are watching the news on TV, passing a
  billboard on the street or reading a pop music
  magazine, the media messages we experience were
  written by someone (or probably many people).
  Images were taken and edited, and a team with
  many talents put it all together.

124

• During the process, __5__ are made. If some words
  are added, others are edited out if one picture
  is __6__ , dozens may have been rejected if an
  ending to a story is written one way, other
  endings may not have been explored.
• As the audience, we dont get to see or hear the
  words, pictures or endings that were rejected. We
  only see, hear or read what was __7__. Nor does
  anybody ever explain why certain choices were
  made.

125

• The result is that whatever is "made" by just a
  few people becomes " normal " for the __8__ of
  us. Like the air we breathe, the media is taken
  for granted and their messages can go
  unquestioned.
• The __9__ of media messages depends on how
  natural they are. We turn off a TV show that
  looks unnatural. But the truth is, it's all
  __10__ by people.

126

• Think about television, radio, newspapers, the
  Internet even T-shirts. We are exposed to __1__
  media-generated messages in one day than our
  great grandparents were in a year.
• __2__ from the media is built just as buildings
  and highways are __3__ a plan is made, the
  building blocks are gathered and people get paid
  to do different jobs.
• 1. A. enough B. more C. interesting D. boring
• 2. A. Information B. Influence C. Word D.
  Resource
• 3. A. put together B. taking shape C. made up
  D. worked out

v
v
v
127

• __4__ we are watching the news on TV, passing a
  billboard on the street or reading a pop music
  magazine, the media messages we experience were
  written by someone (or probably many people).
  Images were taken and edited, and a team with
  many talents put it all together.
• 4. A. Whether B. If C. When D. Unless

v
128

• During the process, __5__ are made. If some words
  are added, others are edited out if one picture
  is __6__ , dozens may have been rejected if an
  ending to a story is written one way, other
  endings may not have been explored.
• 5. A. plans B. stories C. choices D.
  products
• 6. A. taken B. enlarged C. painted D. selected

v
v
129

• As the audience, we dont get to see or hear the
  words, pictures or endings that were rejected. We
  only see, hear or read what was __7__. Nor does
  anybody ever explain why certain choices were
  made.
• 7. A. decided B. said
• C. done D. known

v
130

• The result is that whatever is "made" by just a
  few people becomes " normal " for the __8__ of
  us. Like the air we breathe, the media is taken
  for granted and their messages can go
  unquestioned.
• 8. A. other B. rest C. all D. lots

v
131

• The __9__ of media messages depends on how
  natural they are. We turn off a TV show that
  looks unnatural. But the truth is, it's all
  __10__ by people.
• 9. A. understanding B. success
• C. effect D. work
• 10. A. made up B. worked up
• C. put up D. set up

v
v
132
V. TranslationPut the following sentences into
Chinese.

• 1. All day, every day, people who want to sell
  you something compete to catch your attention.

????,???,????????????????????????
133

• 2. In the West, advertisements are the fuel that
  makes mass media work.

???,???????????????
134

• 3. Through the years, people have given different
  answers to the question.

???,??????????????????
135

• 4. Although you may feel that a message in a
  certain advertisement is aimed directly at you,
  in reality, it is directed at large groups of
  people.

??????????????????????????,???,????????????
136

• 5. From the advertisement, we can see if the
  sponsor is a company, or an individual.

????????????????????????
137
VI. Writing

• You are required to write a composition on the
  topic Media and Shopping with no less than 80
  words based on the outline given below.
• 1. ????????????????
• 2. ?????????????,?????????
• 3. ?????

138
Sample

• Nowadays, an increasing number of people are fond
  of purchasing goods with the help of media, such
  as newspapers, radio stations, TV stations and
  the Internet.

139

• On the one hand, shopping via media saves time,
  money and effort, since we do not have to go to
  the shops in person. On the other hand, there is
  the risk of being cheated by the false
  information and thus we may suffer a considerable
  loss.

140

• As far as I am concerned, we need strengthened
  supervision over the information released via
  media. In this way, we can reap the benefits
  while reducing the possible harm.

141
Additional Information Mass Media

• Mass media denotes a section of the media
  specifically designed to reach a very large
  audience such as the population of a nation
  state.
• The term public media has a similar meaning it
  is the sum of the public mass distributors of
  news and entertainment across media such as
  newspapers, television, radio, broadcasting.

142

• Mass media includes Internet media (like blogs,
  message boards, and video sharing) because
  individuals now have a means to exposure that is
  comparable in scale to that previously restricted
  to a select group of mass media producers.

143
Mass media can be used for various purposes

• Advocacy, both for business and social concerns.
  This can include advertising, marketing,
  propaganda, public relations, and political
  communication.
• Entertainment, traditionally through performances
  of acting, music, and sports, along with light
  reading since the late 20th century also through
  video and computer games.
• Public service announcements.

144
Electronic media and print media include

• Broadcasting, in the narrow sense, for radio and
  television.
• Various types of discs or tapes. In the 20th
  century, these were mainly used for music. Video
  and computer uses followed.
• Film, most often used for entertainment, but also
  for documentaries.
• Internet, which has many uses and presents both
  opportunities and challenges. Blogs and podcasts
  (such as news, music, pre-recorded speech, and
  video)

145
Non-mass or "personal" media

• point-to-point and person-to-person communication
• include
• Gestures
• Interactive
• Internet
• Mail
• Speech

146

• Mobile phones, often called the 7th Mass Media,
  used for rapid breaking news, short clips of
  entertainment like jokes, horoscopes, alerts,
  games, music, and advertising
• Publishing, including electronic publishing
• Video games, which have developed into a mass
  form of media since cutting-edge devices
  broadened their use.

147
The End. Thanks!