（江蘇省石莊高級(jí)中學(xué)：秦建華課堂教學(xué)用）
Ⅰ. Words and Expressions（課文前面部分出現(xiàn)的）
1.convey ---- to take or carry from one place to another; transport. 運(yùn)送；運(yùn)輸
----to communicate or make known; impart通知；通報(bào)；傳達(dá)
The truck conveyed machinery across the country. 這輛卡車(chē)把機(jī)器運(yùn)往全國(guó)各地。
Wires convey electricity.金屬線導(dǎo)電。
I will convey the information to him.我將把這消息通知他。
2.advertise ---- to make public announcement of, especially to proclaim th equalities or advantages of (a product or business) so
as to increase sales. 做廣告；---- to warn or notify告誡，告知
advertise sth做廣告(宣傳)，使……盡人皆知，put an advertisement做廣告
Why not advertise your secondhand car in the local newspaper?為什么不在本地報(bào)紙上為你的二手車(chē)做個(gè)廣告呢？
If you want to sell your secondhand car,why not put an advertisement in the local newspaper?
你如果想賣(mài)掉你的二手車(chē)，為什么不在本地報(bào)紙上做個(gè)廣告呢？
advertise for sb/sth登廣告招聘/欲購(gòu)
The company advertised for a new secretary.公司登了廣告招聘一名新秘書(shū)。
We should advertise for someone to look after our children.我們?cè)摰莻�(gè)廣告聘人來(lái)照管孩子們。
advertiser 廣告商
The report gives advertisers a new picture of women today.這份報(bào)告使廣告商對(duì)今日婦女有了新的認(rèn)識(shí)。
4.brand ---- A trademark identifying a product or a manufacturer
商標(biāo)；牌子；烙印
What brand of soap do you like?你喜歡什么牌子的肥皂？
These cattle have my brand on them. 這些牛身上都有我打的烙印。
（常與of連用）特殊類(lèi)型
his own brand of humor 他獨(dú)特的幽默感
5.consideration ---- careful thought
Please give the problem your careful consideration. 請(qǐng)你仔細(xì)考慮這個(gè)問(wèn)題。
短語(yǔ)：in consideration of 報(bào)答；由于under consideration 在考慮中，在研究中
take … into consideration 顧及，考慮到
Your teacher will take your recent illness into consideration when he marks your exams.
你的老師評(píng)定考試成績(jī)時(shí)，會(huì)考慮到你最近生病的情況。
Taking everything into consideration,the result is better than I expected.
從各方面考慮，結(jié)果比我預(yù)料的好。
復(fù)習(xí)以前學(xué)過(guò)的詞組
We must take local conditions into account.我們必須把當(dāng)?shù)氐臈l件考慮進(jìn)去。
We must take account of the interests of the State.我們必須考慮到國(guó)家的利益。
In the first place ,you must think over this plan.首先你必須考慮這個(gè)計(jì)劃。
6.charge ---- expense; cost 費(fèi)用；花費(fèi) ---- the price asked for something 價(jià)格，收費(fèi)
a charge for the use of the telephone 使用電話的費(fèi)用
The charge for a front-row seat is $3. 前排座位票價(jià)每張三美元。
----management 監(jiān)督；管理
---- a claim of wrongdoing 指控；控告
a charge of stealing 對(duì)偷竊罪的指控
The charge carries a possible sentence of three years.這項(xiàng)控告可能要判三年徒刑。
短語(yǔ)：
in charge of 負(fù)責(zé)
The chief engineer was in charge of directing the building of the subway.主任工程師負(fù)責(zé)指揮地鐵的建造工程。
I was in charge of my sister. 我在照看我妹妹。
in the charge of / in one’s charge 歸某人負(fù)責(zé)；由某人監(jiān)管
The factory is in the charge of a special committee. 這家工廠現(xiàn)在由一個(gè)特別委員會(huì)監(jiān)管。
7.loss ---- The act or an instance of losing; something that is lost; people lost in wartime or an accident.損失；喪失；遺失。
The loss of my watch meant that I had to buy a new one.我的手表丟了就意味著我得買(mǎi)只新的。
Have you reported the loss of the technical papers about the new product to the police?
你們把丟失新產(chǎn)品技術(shù)文件的事向警方報(bào)告了嗎?
His unfortunate death was a great loss to the firm.他的不幸去世對(duì)他的商行來(lái)說(shuō)是個(gè)重大損失。
The losses are computed at $1000. 估計(jì)損失1000美元。
短語(yǔ)：
at a loss ①低于成本的：sell the merchandise at a loss.賠本賣(mài)出貨物
②迷惑的；不解的：I am at a loss to understand those remarks. 我不理解那些話
8.blame ----to hold responsible. 負(fù)責(zé)
---- To place responsibility for (something) 歸咎：把（某事）責(zé)任歸于…
Blame it!(美) 該死!
Don't blame it on him, but on me. 別怪他,該怪我。
They blamed the failure on George. 他們把失敗歸咎于喬治。
Blame me if I don't. 我要是不這樣做,隨你怎么辦好了。
They blamed the secretary for the delay of the plan. 他們怪罪秘書(shū)造成計(jì)劃延誤。
If he fails the exam he’s only got himself to blame.如果他考試不及格，那只能怪他自己。
短語(yǔ)：be to blame 應(yīng)受譴責(zé)
The children were not to blame. 孩子們不應(yīng)受到譴責(zé)。
The driver was not to blame for the traffic accident.那次交通事故不應(yīng)該責(zé)怪司機(jī)。
n. 責(zé)怪，（對(duì)壞事所應(yīng)付的）責(zé)任
We were ready to take the blame for what had happened.我們準(zhǔn)備對(duì)所發(fā)生的事承擔(dān)責(zé)任。
The judge put the blame for the accident on the driver of the car.法官把事故的責(zé)任歸咎于汽車(chē)司機(jī)。
ⅠI. Words and Expressions（課文部分出現(xiàn)的）
1…they are broadcast on TV and over the radio,posted the Internet and printed in newspapers and on posters in our cities.
電視機(jī)和收音機(jī)播放廣告，因特網(wǎng)上登載廣告，報(bào)紙上印制廣告，廣告牌上貼廣告。
broadcast -- to transmit (a radio or television program) for public or general use.傳播,傳播（電臺(tái)電視節(jié)目），供大眾使用
--to send out or communicate, especially by radio or television. 播放：尤指通過(guò)電臺(tái)、電視，播出，發(fā)送：
The agency broadcast an urgent appeal for medical supplies.代理商通過(guò)電臺(tái)緊急呼吁要求藥品供應(yīng)
to broadcast the gossip 傳播流言蜚語(yǔ)
The BBC broadcasts every day. 英國(guó)廣播公司每天廣播。
Radio Beijing broadcasts on a dozen different frequencies.北京電臺(tái)以十幾種不同的頻率進(jìn)行廣播。
作名詞用：
The news broadcast will be at 7.00. 新聞廣播將在7點(diǎn)開(kāi)始。
post ---- to display (an announcement) in a place of public view. 貼布告：在公共場(chǎng)所貼（布告）
----to cover (a wall, for example) with posters. 貼海報(bào)：用海報(bào)張貼
The names of the members of the team will be posted up today. 隊(duì)員名單將于今天張榜公布。
The ship was posted missing. 該船宣告失蹤。
2.The development of radio,television and other media has gone hand in hand with the development of advertising.
廣播、電視和其它媒體與廣告業(yè)同步發(fā)展。
hand in hand 手拉手，密切關(guān)系的
They went home hand in hand.他們手拉手回家了。
The development of agriculture should go hand in hand with that of industry. 工業(yè)和農(nóng)業(yè)應(yīng)共同發(fā)展。
Dirt and disease go hand in hand.骯臟與疾病是分不開(kāi)的。
3.People react to advertisements in different ways.人們對(duì)廣告的反應(yīng)是不同的。
（1）vi. 反應(yīng)，反抗
How did he react to your suggestion?他對(duì)你的建議有什么反應(yīng)？
Children tend to react against their parents by going against their wishes.孩子往往故意不聽(tīng)父母的話來(lái)表示抗拒。
How did your mother react to the news? She reacted by getting very angry.
你媽媽對(duì)這個(gè)消息的反應(yīng)怎樣？她的反應(yīng)是非常生氣。
（2）vt. （指物質(zhì)）起化學(xué)反應(yīng)
An acid can react with a base to form a salt.酸可與堿起化學(xué)反應(yīng)形成鹽。
4.Some people find ads useful and entertaining;others think that they are annoying.有些人認(rèn)為廣告有用而且有趣，有些人認(rèn)為它討厭。
These flies are annoying me.這些蒼蠅真使我心煩。
I was annoyed with him because he kept interrupting.我對(duì)他煩透了，因?yàn)樗煌５卮驍辔业脑挕?/p>
be annoyed with sb for/at sth 討厭某事為某事對(duì)某人生氣
復(fù)習(xí)：be angry at/about sth
be angry with/at sb for doing sth
5.Defenders of ads say that ads help us make informed choices as consumers by introducing good quality products.為廣告辯護(hù)者說(shuō)，廣告介紹了質(zhì)地優(yōu)良的產(chǎn)品，幫助消費(fèi)者作出了明智的選擇。
Can you inform where he lives?你能告訴我他住在哪兒？
He informed them of his arrival.他通知他們說(shuō)他到了。
He is a well-informed man.他是個(gè)消息靈通人士。
inform against/on/upon sb告發(fā)/控告
informer告發(fā)者，檢舉者
6.On the other hand,critics sometimes accuse companies of using ads and misleading us by making us believe that a certain product is better than it really is or that we will be happier if we buy it.另一方面，批評(píng)者有時(shí)指責(zé)公司濫用廣告誤導(dǎo)我們，讓我們相信某種產(chǎn)品比它的實(shí)際情況要好，或者購(gòu)買(mǎi)某種產(chǎn)品會(huì)令人更加愉快。
to charge with a shortcoming or an error. 指責(zé)：因缺點(diǎn)或錯(cuò)誤而指控
to charge formally with a wrongdoing. 指控：正式指控某一錯(cuò)誤行徑
The police accused him of murder. 警方指控他謀殺。
The police accused him of stealing. 警方控告他犯有盜竊罪。
accuse 與charge
The police ______ him with murder. (1) charged
Tom _____ his boss of having broken his word. (2) accused
The police ______the driver with careless driving. (3) charged
His neighbour ______him of playing the musical instrument too loudly. (4) accused
7.By introducing a brand name to potential customers,and by associating the product with the customers’needs,companies are able to influence the choices customers.把一個(gè)商品品牌的名字告訴潛在的消費(fèi)者，并把這種產(chǎn)品同消費(fèi)者的需要聯(lián)系起來(lái)，公司就可能影響消費(fèi)者作出選擇。
associate vt.把――和――聯(lián)系起來(lái)
He associated himself with this campaign. 他把他自己與這次戰(zhàn)役聯(lián)系起來(lái)。
I didn’t want to be associated with it at all. 我根本不想?yún)⑴c這件事。
What do you associate with such a heavy snow? 這樣一場(chǎng)大雪你有什么聯(lián)想?
associate 還可以作不及物動(dòng)詞使用，“和……來(lái)往，和……共事（與with連用）解。
There he associated with working people. 在那里他與勞動(dòng)人民來(lái)往。
8. Customers see so many ads every day that advertisers must work hard to get their message across.消費(fèi)者每天看到大量的廣告，因此廣告商必須使出渾身的解數(shù)使消費(fèi)者明白他們的意圖。
get sth. across 使某事被理解（領(lǐng)會(huì)）
Our teacher is clever,but not very good at getting his ideas across to us.我們的老師很聰明，但他不善于把他的觀點(diǎn)講清楚。
The message got across at last.這信息終于被理解了。
9.The best chance to reach customers is to appeal to their emotions.接近消費(fèi)者的最好機(jī)會(huì)是迎合消費(fèi)者的情感。
appeal呼吁，懇求：熱切或急切的要求、請(qǐng)求或懇求
Does the idea of working abroad appeal to you? 你有沒(méi)有興趣出國(guó)工作?
She appeals to me. 我對(duì)她感興趣。
appeal （to sb） for sth. 請(qǐng)求某人某事；呼吁。。。，請(qǐng)求給與make an appeal
警方呼吁公眾提供有關(guān)被害者的情況。
The police are appealing to the public for any information about the murder victim.
appeals to sb to do sth. 呼吁某人干. make an appeal for sb to do sth
The government is appealing to everyone to save water. 政府呼吁每個(gè)人節(jié)約用水。
The victims' families of the murder have appealed to the Supreme Court to have a definitive answer.
謀殺案的被害家屬已經(jīng)請(qǐng)求最高法院作確切的答復(fù)。
上訴：appeal a decision to a higher court 不服判決提出上訴
He appealed against the judge's decision. 他不服法官判決而上訴。
作名詞用:an appeal for aid 懇求援助 an appeal for forgiveness 懇求原諒
The teacher listened to his appeal. 老師傾聽(tīng)了他的要求。
10.It has been proven again and again that frequent advertising increases product sales.經(jīng)常做廣告會(huì)增加產(chǎn)品的銷(xiāo)售額，這是一再證明了的事。
frequent：時(shí)常發(fā)生的, 頻繁的
I enjoyed his frequent visits. 我喜歡他經(jīng)常來(lái)訪。
Frequent failures did not affect his morale. 屢次失敗都沒(méi)有使他泄氣。
Rains are frequent here in early summer. 這兒在初夏季節(jié)常下雨。
She is a frequent visitor to our house.她是我們家的�？�。
v.常去，時(shí)常出入于，與……經(jīng)常往來(lái)
Police visited all the bars that the suspect frequented.警察視察了嫌疑犯時(shí)常出沒(méi)的所有酒吧。
These woods are frequented by all kinds of birds.這些森林里經(jīng)常棲息著各種鳥(niǎo)類(lèi)。
注意：frequent的反義詞是 infrequent, frequent的副詞是 frequently
11.Advertisements also help consumers choose among all the available products.廣告還可以幫助消費(fèi)者在所有能夠找到的產(chǎn)品中進(jìn)行選擇。available（在第二單元中已經(jīng)講過(guò)，再?gòu)?fù)習(xí)一下）
This was the only available room.這是唯一可以利用的房間。
You will be informed when the book becomes available.這本書(shū)有貨時(shí)就通知你。
Tickets are available at the box office.票房有票。
12. Armed with facts and figures,customers are better able to deal with the often powerful arguments by a salesman or saleswoman.掌握了一些事實(shí)和數(shù)據(jù)之后，顧客就能更好地應(yīng)付銷(xiāo)售人員強(qiáng)有力的說(shuō)服。
figure:符號(hào)，數(shù)字 ,圖表, 價(jià)格：用數(shù)來(lái)表示的價(jià)值
That car of his has been sold for a large figure 以高價(jià)出售
a figure of speech. 形象化的說(shuō)法
She has a five-figure income. 她有五位數(shù)的收入。
figure in 包括：包括:figured in travel expenses 包含在旅行費(fèi)用當(dāng)中
figure on ①依靠We figured on your support. 我們就指望你的支持了
②把…估計(jì)在內(nèi)；期望：I figured on an hour's delay. 我估計(jì)要延遲一小時(shí)
③計(jì)劃We figure on leaving at noon. 我們計(jì)劃中午走
figure out ①發(fā)現(xiàn)或決定：Let's figure out a way to help. 讓我們來(lái)找出幫助的辦法吧
②解決或破譯：Can you figure out this puzzle? 你能找到謎底嗎?
We must figure out how to solve the problem.我們必須想出解決這個(gè)問(wèn)題的辦法。
I couldn't figure out who the lady with the sunglasses was.我想不出那位戴墨鏡的夫人是誰(shuí)。
13.Not all ads are used to promote a product or to increase a company’s profits.并不是所有的廣告都用來(lái)促銷(xiāo)商品或?yàn)楣驹黾永麧?rùn)。
該句為不完全否定。相當(dāng)于All ads are not used to promote a product or to increase a company’s profits.
類(lèi)似句型還有：Not every…=Every…not…Not both… =Both…not…
profit（1）n. 利潤(rùn)，贏利，利益
There are very little profits in selling newspapers at present.現(xiàn)在賣(mài)報(bào)紙利潤(rùn)很小。
We sold our house at a profit.我們出售房屋獲得了利潤(rùn)。
This new invention will bring you great profits like a goldmine.
這項(xiàng)新發(fā)明會(huì)像一座金礦一樣會(huì)給你們帶來(lái)豐厚的利潤(rùn)。
I have read the book to my profit. 我讀了這本書(shū)大有收益。
make a penny profit on each orange 要每只橘子盈利一便士
non-profit organisations非贏利組織（本課中出現(xiàn)的）
（2）v.有益于，對(duì)（某人）有好處
It will profit you nothing to do that.你做那件事沒(méi)有好處。
She has certainly profited from spending a year in England.在英國(guó)度過(guò)的一年確實(shí)對(duì)她是有益的。
The students do hope to profit by / from the teacher's comments on their compositions.
學(xué)生們真心希望從老師對(duì)他們的作文的評(píng)語(yǔ)中獲得益處。
對(duì)比：benefit/benefit from
14. Many governments used ad campaigns to make people aware of social problems and government policies.
許多政府部門(mén)也采用廣告作宣傳，以使人民了解社會(huì)問(wèn)題和政府的政策。
campaign 戰(zhàn)役；計(jì)劃
a campaign to stop people smoking 一項(xiàng)阻止人們吸煙的運(yùn)動(dòng)
Did you take part in either of my last two campaigns? 你有沒(méi)有參加我（指揮）的上兩次戰(zhàn)役？
a fund-raising campaign 一項(xiàng)籌措資金的計(jì)劃；
make… aware of 使……意識(shí)到
15.These”bad ads”use illegal ways to mislead consumers.這些“壞廣告”采用不法手段來(lái)誤導(dǎo)消費(fèi)者。
an illegal immigrant. 非法移民 It is illegal to steal things. 偷東西是違法的
16.It is not always easy to spot a bad ad there are a few things we can look out for.First of all,we should always keep an eye out for “hidden information”.要看出壞廣告并不是容易的，但也有寫(xiě)情況是我們可以提防的。首先，我們要警惕“隱藏的信息”。
供閱讀的其它知識(shí)點(diǎn)
1. policy ---- A plan or course of action, as of a government, political party, or business, intended to influence and determine decisions, actions, and other matters 政策：一個(gè)計(jì)劃或行動(dòng)路線，如政府、政黨或企業(yè)的計(jì)劃或行動(dòng)路線，意在影響和確定決定、行動(dòng)和其它事情
It is the policy of the government to improve education. 改進(jìn)教育是政府的政策。
It's bad policy to smoke too much. 吸煙太多并非明智之舉。
2. target ---- Something aimed or fired at. 目標(biāo)
- An object, such as a padded disk with a marked surface, that is shot at to test accuracy in rifle or archery practice. 靶子
The hunter's target was a wild animal. 這個(gè)獵人的目標(biāo)是一只野獸。
A target market 目標(biāo)市場(chǎng)
3. nowadays ---- During the present time; now 現(xiàn)在，當(dāng)今
Nowadays people travel by plane. 如今人們乘飛機(jī)旅行。
Nowadays, advertisements can be found everywhere in any big city.
現(xiàn)在,在任何一個(gè)大城市里,到處都可以看到廣告。
4. attach ---- To fasten, secure, or join. 系，貼或連接
attach label to parcel 給包裹貼標(biāo)簽
attachment附件
短語(yǔ)：attach to
① 加入，參加
Pro. Smith was attached to the medical college as a guest professor for two years.
史密斯教授在醫(yī)學(xué)院當(dāng)了兩年的客座教授。
② 加于…之上
No blame attaches to him for the accident. 這個(gè)事故他沒(méi)有受到責(zé)備。
We should attach primary importance to the development of economy.
我們要把發(fā)展經(jīng)濟(jì)的工作放在第一位。
be attached to
認(rèn)為重要；特別喜愛(ài)
Mary was attached to her brother. 瑪麗很喜愛(ài)她的弟弟。
I am very attached to that old picture. 我很喜歡那幅舊畫(huà)。
be attached to連在...上；附屬于
The hospital is attached to that university.這醫(yī)院附屬于那所大學(xué)
5. point out 指出
Point out the man who beat you yesterday. 把昨天打你的人指出來(lái)。
He pointed out that we might have made great mistakes.他指出我們或許已經(jīng)犯了很大的錯(cuò)誤。
6. discount ---- To deduct or subtract from a cost or price.減少；打折
The old model worker's rich experience is not to be discounted.老勞動(dòng)模范的豐富經(jīng)驗(yàn)不可小看。
短語(yǔ)：
at a discount 打折扣；不值錢(qián)的；不受重視的
7. make sense 有意義的；有道理的
It doesn’t make any sense to grow economic plants in such a poor country.
在如此貧困的國(guó)家種植經(jīng)濟(jì)作物是毫無(wú)道理的。
8. bonus ---- A sum of money given to an employee in addition to the employee's usual compensation. 獎(jiǎng)金；分紅，意外的好處
The workers got a Christmas bonus. 工人得到圣誕節(jié)獎(jiǎng)金。
The win on the pools was a real bonus.
We like our new house and it's a real bonus that there is a swimming pool nearby.
我們很喜歡自己的新房子,加上附近有座游
9.bargain
（1）n. 交易，買(mǎi)賣(mài)合同
We’ve made a bargain that he will do the shopping and I’ll cook.我們講定了，他買(mǎi)東西我做飯。
They haven’t kept their side of the bargain.他們沒(méi)有遵守協(xié)議。
（2）n. 廉價(jià)貨
These shoes are a real bargain at such a low price.這些鞋價(jià)錢(qián)這么低，確實(shí)便宜。
（3）v. 討價(jià)還價(jià)，成交
If you bargain with them,they might reduce the price.如果你和他們講價(jià)錢(qián)，他們可能會(huì)降價(jià)。
The increased demand for their skills has given these workers greater bargaining power.
對(duì)這些工人的技能需求在增加，這使他們有更大的討價(jià)還價(jià)的本錢(qián)。
8.make sense 有意義，有道理，講得通
No matter how I tried to read it,the sentence didn’t make sense.不管我怎么念，我還是不懂這個(gè)句子的意思。
It makes sense to take care of your health.注意身體健康是明智的。
Can you make sense of what this writer is saying?你能理解這位作家在說(shuō)什么嗎？