（江蘇省石莊高級中學：秦建華課堂教學用）
Ⅰ. Words and Expressions（課文前面部分出現的）
1.convey ---- to take or carry from one place to another; transport. 運送；運輸
----to communicate or make known; impart通知；通報；傳達
The truck conveyed machinery across the country. 這輛卡車把機器運往全國各地。
Wires convey electricity.金屬線導電。
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?為什么不在本地報紙上為你的二手車做個廣告呢？
If you want to sell your secondhand car,why not put an advertisement in the local newspaper?
你如果想賣掉你的二手車，為什么不在本地報紙上做個廣告呢？
advertise for sb/sth登廣告招聘/欲購
The company advertised for a new secretary.公司登了廣告招聘一名新秘書。
We should advertise for someone to look after our children.我們該登個廣告聘人來照管孩子們。
advertiser 廣告商
The report gives advertisers a new picture of women today.這份報告使廣告商對今日婦女有了新的認識。
4.brand ---- A trademark identifying a product or a manufacturer
商標；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）特殊類型
his own brand of humor 他獨特的幽默感
5.consideration ---- careful thought
Please give the problem your careful consideration. 請你仔細考慮這個問題。
短語：in consideration of 報答；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.
你的老師評定考試成績時，會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，結果比我預料的好。
復習以前學過的詞組
We must take local conditions into account.我們必須把當地的條件考慮進去。
We must take account of the interests of the State.我們必須考慮到國家的利益。
In the first place ,you must think over this plan.首先你必須考慮這個計劃。
6.charge ---- expense; cost 費用；花費 ---- the price asked for something 價格，收費
a charge for the use of the telephone 使用電話的費用
The charge for a front-row seat is $3. 前排座位票價每張三美元。
----management 監(jiān)督；管理
---- a claim of wrongdoing 指控；控告
a charge of stealing 對偷竊罪的指控
The charge carries a possible sentence of three years.這項控告可能要判三年徒刑。
短語：
in charge of 負責
The chief engineer was in charge of directing the building of the subway.主任工程師負責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 歸某人負責；由某人監(jiān)管
The factory is in the charge of a special committee. 這家工廠現在由一個特別委員會監(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?
你們把丟失新產品技術文件的事向警方報告了嗎?
His unfortunate death was a great loss to the firm.他的不幸去世對他的商行來說是個重大損失。
The losses are computed at $1000. 估計損失1000美元。
短語：
at a loss ①低于成本的：sell the merchandise at a loss.賠本賣出貨物
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. 負責
---- To place responsibility for (something) 歸咎：把（某事）責任歸于…
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. 他們怪罪秘書造成計劃延誤。
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：be to blame 應受譴責
The children were not to blame. 孩子們不應受到譴責。
The driver was not to blame for the traffic accident.那次交通事故不應該責怪司機。
n. 責怪，（對壞事所應付的）責任
We were ready to take the blame for what had happened.我們準備對所發(fā)生的事承擔責任。
The judge put the blame for the accident on the driver of the car.法官把事故的責任歸咎于汽車司機。
ⅠI. Words and Expressions（課文部分出現的）
1…they are broadcast on TV and over the radio,posted the Internet and printed in newspapers and on posters in our cities.
電視機和收音機播放廣告，因特網上登載廣告，報紙上印制廣告，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：尤指通過電臺、電視，播出，發(fā)送：
The agency broadcast an urgent appeal for medical supplies.代理商通過電臺緊急呼吁要求藥品供應
to broadcast the gossip 傳播流言蜚語
The BBC broadcasts every day. 英國廣播公司每天廣播。
Radio Beijing broadcasts on a dozen different frequencies.北京電臺以十幾種不同的頻率進行廣播。
作名詞用：
The news broadcast will be at 7.00. 新聞廣播將在7點開始。
post ---- to display (an announcement) in a place of public view. 貼布告：在公共場所貼（布告）
----to cover (a wall, for example) with posters. 貼海報：用海報張貼
The names of the members of the team will be posted up today. 隊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)和農業(yè)應共同發(fā)展。
Dirt and disease go hand in hand.骯臟與疾病是分不開的。
3.People react to advertisements in different ways.人們對廣告的反應是不同的。
（1）vi. 反應，反抗
How did he react to your suggestion?他對你的建議有什么反應？
Children tend to react against their parents by going against their wishes.孩子往往故意不聽父母的話來表示抗拒。
How did your mother react to the news? She reacted by getting very angry.
你媽媽對這個消息的反應怎樣？她的反應是非常生氣。
（2）vt. （指物質）起化學反應
An acid can react with a base to form a salt.酸可與堿起化學反應形成鹽。
4.Some people find ads useful and entertaining;others think that they are annoying.有些人認為廣告有用而且有趣，有些人認為它討厭。
These flies are annoying me.這些蒼蠅真使我心煩。
I was annoyed with him because he kept interrupting.我對他煩透了，因為他不停地打斷我的話。
be annoyed with sb for/at sth 討厭某事為某事對某人生氣
復習：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.為廣告辯護者說，廣告介紹了質地優(yōu)良的產品，幫助消費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.他通知他們說他到了。
He is a well-informed man.他是個消息靈通人士。
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，批評者有時指責公司濫用廣告誤導我們，讓我們相信某種產品比它的實際情況要好，或者購買某種產品會令人更加愉快。
to charge with a shortcoming or an error. 指責：因缺點或錯誤而指控
to charge formally with a wrongdoing. 指控：正式指控某一錯誤行徑
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.把一個商品品牌的名字告訴潛在的消費者，并把這種產品同消費者的需要聯(lián)系起來，公司就可能影響消費者作出選擇。
associate vt.把――和――聯(lián)系起來
He associated himself with this campaign. 他把他自己與這次戰(zhàn)役聯(lián)系起來。
I didn’t want to be associated with it at all. 我根本不想參與這件事。
What do you associate with such a heavy snow? 這樣一場大雪你有什么聯(lián)想?
associate 還可以作不及物動詞使用，“和……來往，和……共事（與with連用）解。
There he associated with working people. 在那里他與勞動人民來往。
8. Customers see so many ads every day that advertisers must work hard to get their message across.消費者每天看到大量的廣告，因此廣告商必須使出渾身的解數使消費者明白他們的意圖。
get sth. across 使某事被理解（領會）
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.接近消費者的最好機會是迎合消費者的情感。
appeal呼吁，懇求：熱切或急切的要求、請求或懇求
Does the idea of working abroad appeal to you? 你有沒有興趣出國工作?
She appeals to me. 我對她感興趣。
appeal （to sb） for sth. 請求某人某事；呼吁。。。，請求給與make an appeal
警方呼吁公眾提供有關被害者的情況。
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請求最高法院作確切的答復。
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. 老師傾聽了他的要求。
10.It has been proven again and again that frequent advertising increases product sales.經常做廣告會增加產品的銷售額，這是一再證明了的事。
frequent：時常發(fā)生的, 頻繁的
I enjoyed his frequent visits. 我喜歡他經常來訪。
Frequent failures did not affect his morale. 屢次失敗都沒有使他泄氣。
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.她是我們家的常客。
v.常去，時常出入于，與……經常往來
Police visited all the bars that the suspect frequented.警察視察了嫌疑犯時常出沒的所有酒吧。
These woods are frequented by all kinds of birds.這些森林里經常棲息著各種鳥類。
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者在所有能夠找到的產品中進行選擇。available（在第二單元中已經講過，再復習一下）
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.這本書有貨時就通知你。
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.掌握了一些事實和數據之后，顧客就能更好地應付銷售人員強有力的說服。
figure:符號，數字 ,圖表, 價格：用數來表示的價值
That car of his has been sold for a large figure 以高價出售
a figure of speech. 形象化的說法
She has a five-figure income. 她有五位數的收入。
figure in 包括：包括:figured in travel expenses 包含在旅行費用當中
figure on ①依靠We figured on your support. 我們就指望你的支持了
②把…估計在內；期望：I figured on an hour's delay. 我估計要延遲一小時
③計劃We figure on leaving at noon. 我們計劃中午走
figure out ①發(fā)現或決定：Let's figure out a way to help. 讓我們來找出幫助的辦法吧
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問題的辦法。
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。
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促銷商品或為公司增加利潤。
該句為不完全否定。相當于All ads are not used to promote a product or to increase a company’s profits.
類似句型還有：Not every…=Every…not…Not both… =Both…not…
profit（1）n. 利潤，贏利，利益
There are very little profits in selling newspapers at present.現在賣報紙利潤很小。
We sold our house at a profit.我們出售房屋獲得了利潤。
This new invention will bring you great profits like a goldmine.
這項新發(fā)明會像一座金礦一樣會給你們帶來豐厚的利潤。
I have read the book to my profit. 我讀了這本書大有收益。
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（本課中出現的）
（2）v.有益于，對（某人）有好處
It will profit you nothing to do that.你做那件事沒有好處。
She has certainly profited from spending a year in England.在英國度過的一年確實對她是有益的。
The students do hope to profit by / from the teacher's comments on their compositions.
學生們真心希望從老師對他們的作文的評語中獲得益處。
對比：benefit/benefit from
14. Many governments used ad campaigns to make people aware of social problems and government policies.
許多政府部門也采用廣告作宣傳，以使人民了解社會問題和政府的政策。
campaign 戰(zhàn)役；計劃
a campaign to stop people smoking 一項阻止人們吸煙的運動
Did you take part in either of my last two campaigns? 你有沒有參加我（指揮）的上兩次戰(zhàn)役？
a fund-raising campaign 一項籌措資金的計劃；
make… aware of 使……意識到
15.These”bad ads”use illegal ways to mislead consumers.這些“壞廣告”采用不法手段來誤導消費者。
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”。
供閱讀的其它知識點
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：一個計劃或行動路線，如政府、政黨或企業(yè)的計劃或行動路線，意在影響和確定決定、行動和其它事情
It is the policy of the government to improve education. 改進教育是政府的政策。
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
- 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. 這個獵人的目標是一只野獸。
A target market 目標市場
3. nowadays ---- During the present time; now 現在，當今
Nowadays people travel by plane. 如今人們乘飛機旅行。
Nowadays, advertisements can be found everywhere in any big city.
現在,在任何一個大城市里,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 給包裹貼標簽
attachment附件
短語：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)學院當了兩年的客座教授。
② 加于…之上
No blame attaches to him for the accident. 這個事故他沒有受到責備。
We should attach primary importance to the development of economy.
我們要把發(fā)展經濟的工作放在第一位。
be attached to
認為重要；特別喜愛
Mary was attached to her brother. 瑪麗很喜愛她的弟弟。
I am very attached to that old picture. 我很喜歡那幅舊畫。
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
5. point out 指出
Point out the man who beat you yesterday. 把昨天打你的人指出來。
He pointed out that we might have made great mistakes.他指出我們或許已經犯了很大的錯誤。
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.老勞動模范的豐富經驗不可小看。
短語：
at a discount 打折扣；不值錢的；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.
在如此貧困的國家種植經濟作物是毫無道理的。
8. bonus ---- A sum of money given to an employee in addition to the employee's usual compensation. 獎金；分紅，意外的好處
The workers got a Christmas bonus. 工人得到圣誕節(jié)獎金。
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，買賣合同
We’ve made a bargain that he will do the shopping and I’ll cook.我們講定了，他買東西我做飯。
They haven’t kept their side of the bargain.他們沒有遵守協(xié)議。
（2）n. 廉價貨
These shoes are a real bargain at such a low price.這些鞋價錢這么低，確實便宜。
（3）v. 討價還價，成交
If you bargain with them,they might reduce the price.如果你和他們講價錢，他們可能會降價。
The increased demand for their skills has given these workers greater bargaining power.
對這些工人的技能需求在增加，這使他們有更大的討價還價的本錢。
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什么嗎？