Unit5 Inside advertising Warming up

Welcome

Advertising everywhere Where can we find advertisements? on TV; over the radio; on the Internet; in newspapers; on posters everywhere (in the media)

Why are advertisements so popular? increase sales functions; help in a variety of ways ---reduce the prices make the right decision introduce new products make…aware of ---spread; change; improve

Make notes about what you have just read under the following headings. Comprehending Make notes about what you have just read under the following headings.

Where do they advertise? On TV and radio, in magazines and newspapers (also on clothes, billboards, at snorts fields, on buses and trains, at bus and train stations and many other places.

Who advertises? businesses, individuals, organizations and associations. Why do they advertise? They want to sell something or to inform or educate the public.

How do they decide where to advertise? They consider their budget and what medium is most likely to be seen or heard by the target consumer. Does advertising work? Yes and No. People are not usually persuaded by ads to buy things they have no use for. However. ads do change people's opinions over time.

Language Study

1. Then we can avoid being controlled by them. (Reading Para.1) 【解析】avoid后接动词-ing形式作宾语。 【考查方向】接动词-ing形式作宾语的动词有：appreciate, admit, avoid, bear, consider, can’t help, complete, delay, dislike, deny, endure, enjoy, envy, escape, excuse, finish, forgive, hate, imagine, involve, keep, mind, mention, miss, pardon, resist, permit, practice, prevent, risk, suggest, save, quit, stand(坚持，忍受)。

【真题再现】－There is a story here in the paper about a 110-year-old man. －My goodness! I can’t imagine________ that old. （江苏2006） to be B. to have been C. being D. having been 【点拨】imagine后接动词-ing形式作宾语，排除A和B；而D项having done表示动作已经发生在imagine之前，而根据上下文，应该是现在发生的事情，故选C。

2. Having identified the target group, researchers find out as much as possible about those in the target group, such as their likes and dislikes, and how the product would fit into their lives. (Reading Para.3) 【解析】句中identify the target group动作发生在句子的谓语动作find out之前，故用having done结构。 【考查方向】having done的被动式having been done。

【真题再现】 from other continents for millions of years, Australia has many plants and animals not found in any other country in the world. （湖北2005） A. Being separated B. Having separated C. Having been separated D. To be separated 【点拨】逗号后面的部分是主句，前面这一部分只能是状语。作状语的非谓语动词逻辑上的主语应是主句的主语，即Australia。“分割开”这个动作发生在很久以前而且与其逻辑主语是被动关系，这样就需要用分词的完成被动式，故选C。

3. Buy our shoes and you’ll live an exciting life in the “fast lane” 3. Buy our shoes and you’ll live an exciting life in the “fast lane”. (Reading Para.4) 【解析】本句是“祈使句+and（or）+一般将来时的句子(有时也用祈使句)”结构。 【考查方向】考查此类句型时，一般设空在三个地方：①考查连词and/or；②考查前面祈使句；③考查并列句后面谓语部分的时态。祈使句+and+简单句，相当于if条件句+主句；祈使句+or+简单句，相当于否定的条件句+主句。

【真题再现】 ①Start out right away,    you’ll miss the first train. (四川2006)    A. and  B. but  C. or D. while ②Stand over there you’ll be able to see it better. （天津2004） A. or B. while C. but D. and ③—English has a large vocabulary, hasn’t it? —Yes._________ more words and expressions and you will find it easier to read and communicate. （上海2004） A. Know B. Knowing C. To know D. Known ④Let’s keep to the point or we _______ any decisions. （全国I卷2004） will never reach B. have never reached C. never reach D. never reached 【点拨】or表示否定的意思， 而and表示并列的意思，故①C②D。③考查前面的祈使句，故选A；而④考查后面句子的一般将来时的时态，故选A。

4. Advertisements in newspapers, on the other hand, are much cheaper 4. Advertisements in newspapers, on the other hand, are much cheaper. (Reading Para.6) 【解析】on the other hand另一方面。 【考查方向】on one hand…on the other hand一方面……另一方面…。

【真题再现】I would like a job which pays more, but ________ I enjoy the work I’m doing at the moment. （浙江2006） A. in other words B. on the other hand C. for one thing D. as a matter of fact 【点拨】in other words换句话说，on the other hand另一方面，for one thing其中一个原因是，as a matter of fact事实上。根据上下文，后半分句表示转折，故选B。

5. However, it would be no use advertising products on radio if the ad relies on visual effects. (Reading Para.7) 【解析】本句中it是形式主语，动词-ing形式advertising products on radio是真正的主语。 【考查方向】在It is no use/good doing sth句型中，it是形式主语，doing sth是真正的主语。考试时常在it处或在动词-ing形式处设空或对use进行辨析。

【真题再现】 ①Eugene’s never willing to alter any of his opinions. It’s no use ___ with him. （上海2006） A. to argue B. arguing C. argued D. having argued ②It is no _______ arguing with Bill because he will never change his mind. （全国III卷2006） A. use B. help C. time D. way 【点拨】这两题考查的都是It is no use/good doing sth句型，故①B②A。

6. However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them. (Reading Para.8) 【解析】“However good an advertisement is”是“however+ adj. (adv)+主语+v.”结构，这是让步状语从句。 【考查方向】however作为从属连接词，通常接形容词或副词的原级，后面的让步状语从句用陈述语序。考试常考的是however与其他连接词的辨析，或考查“however引导的句子结构不能倒装”这一知识点。

【真题再现】 ①This is a very interesting book. I’ll buy it, __________. （陕西2006） A. how much may it cost B. no matter how it may cost C. however much it may cost D. how may it cost ②He tried his best to solve the problem, ____ difficult it was. （天津2005） A. however B. no matter C. whatever D. although 【点拨】①句意：不管它有多贵，我都要买。A和D语序不正确，B项how后面缺少much，故选C。②however表示程度，“无论多么”；B项不完整，whatever无论什么；although尽管。句意：无论多么困难，他尽最大努力解决问题。故选A。

7. On the other hand, being constantly exposed to advertisements can help to change our opinions over time. (Reading Para.9) 【解析】being constantly exposed是动词-ing短语作句子的主语。 【考查方向】动名词在句子中充当主语与不定式在句子中充当主语的区别：动名词常表示一般或抽象的多次性行为，而不定式则往往表示具体的或一次性的动作。

【真题再现】________ to sunlight for too much time will do harm to one’s skin. (上海 2002) Exposed B. Having exposed C. Being exposed D. After being exposed 【点拨】过去分词和介词短语不能充当主语，故A和D错误；expose与one’s skin是动宾关系，所以用动名词的被动式作主语。句意：在阳光下晒太长时间对人的皮肤有坏处。故选C。

8. Organizations and individuals advertise because they want to persuade people to behave in certain ways, for example to buy a certain brand of rice, stop speeding or see a movie at their cinema. （Using Language P48 Reading Para.1） 【解析】句中certain ways表示“某些方法”，a certain brand 表示“某一商标”。 【考查方向】表示说话双方彼此都知道或无须详细说明的，常用“a certain/a/some+可数名词单数”表示“某一”，或“certain+可数名词复数”表示“某些”。

【真题再现】—Hello, could I speak to Mr. Smith? —Sorry, wrong number. There isn’t Mr. Smith here. （全国I卷2006） A. 不填 B. a C. the D. one 【点拨】根据句意“打错号码了。这儿没有一个Mr. Smith”，确定选B，表示“某一”。

9. Unless we have ways to protect ourselves, these dishonest advertisers will tell lies or use methods or ways to control advertising and prevent false or unsuitable advertising. （Using Language P48 Reading Para.1） 【解析】unless是从属连词，引导条件状语从句，含有否定意义，相当于if 引导的条件状语从句。意思是“如果不……就……、除非……要不然……”。 【考查方向】在unless引导的条件状语从句中，通常用一般时代替将来时，用完成时代替将来完成时。类似的现象还表现在if, when, before, until, after, whenever等引导的状语从句中。

【真题再现】________ you have tried it, you can’t imagine how pleasant it is A. Unless B. Because C. Although D. When 【点拨】unless表示条件或假设，because表示原因，although表示让步，when表示时间。根据句意：除非你已经尝试过，否则你难以想像那是多么快乐的事。选A。

10. Unfortunately, not all advertisers are good or honest people 10. Unfortunately, not all advertisers are good or honest people. （Using Language P48 Reading Para.1） 【解析】unfortunately表示“不巧地是，不幸地是，遗憾地是”。 【考查方向】unfortunately和unluckily是一组近义词，常用来转述一些不幸的事。

【真题再现】Two middle-aged passengers fell into the sea 【真题再现】Two middle-aged passengers fell into the sea. , neither of them could swim. （北京安徽内蒙古2002春　） A. In fact B. Luckily C. Unfortunately D. Naturally 【点拨】in fact事实上；luckily幸运的是；unfortunately不幸地是；naturally自然地。句意：两位中年乘客掉进了海里，不幸的是，他俩都不会游泳。根据上下文的逻辑关系可以确定选C。

Exercises

1. Tom owns _____ large collection of _____ books than any other student in our class. A. the; / B. a; / C. a; the D. /; the 2. It was just a ______ remark — I wasn’t really serious. A. usual B. casual C. formal D. normal 3. — What made him be like this? — Ten years of hard work has ______ him ______ an ugly old man. A. turned … into B. broken … into C. made … into C. put … into √ √ √

√ √ √ 4. He is a very _______ man, I suppose, but he is very dull. A. worthy B. worthwhile C. worth D. worth while 5. I’m afraid we cannot include the item you suggest, as it does not _______ the rest of the programme. A. fit up B. fit out C. fit on D. fit into 6. You may have the book; I ______ it any longer. A. make full use of B. have no use for C. put to use D. use up √ √ √

7. The Red-cross Societies ______ $1000, 000 for the refugees who lost their houses in the tsunami. supported B. kept C. rose D. raised 8. The government _______ a committee to deal with the accident which happened there two days ago. appreciated B. appointed C. appraised D. applied 9. His business was very successful, but it was at the _____ of his family life. consumption B. Credit C. exhaustion D. expense √ √ √

10. Good farmland is getting lost 10. Good farmland is getting lost. _____, growing people call for more food. A. Therefore B. In this way C. On the other hand D. On the other side 11. While shopping, people sometimes can’t help _____ into buying something they don’t really need. to persuade B. Persuading C. being persuaded D. be persuaded 12. — Why did you go back to the classroom? — I left my friend Tom _______ there. A. wait B. to wait C. waiting D. waits √ √ √

√ √ √ 13. — Why don’t you still understand this problem? — The teacher didn’t have it _______ clearly. A. explaining B. to explain C. explain D. explained 14. My son is very shy, but can you imagine ____ at the English party?     A. him sing                   B. his singing       C. him to sing                D. his to sing 15. ——I’m sorry that I can’t go to your party tonight ? —— _____ ? Haven’t we agreed on it ? A. What is it B. Why don’t you C. What do you think D. How is it √ √ √

Bye!