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Study the Text

1.Word-pretest (8')

Give Ss 5m to guess the words' meaning in the given context.

Dissemination: spread (宣传，散布，流传)

Sustainable development: 可持续发展

Constitute: form, compose

Decode: convert code into ordinary language. Relevant words: encode, code Routine: established practice

Pebble: a small smooth rounded rock, or a stone feels and looks like an egg Conversely: on the contrary, vice verse

2.Read the text in 10m and try to find answers to the following questions: (18')

1)why is it (international advertising) a communication process?

In advertising, some messages is spread to target audience, and a successful advertising can have target audience actively respond to it/ trigger off response.

2)Since it is a communication process, what's the senders and the receivers? Advertisers and advertising agencies, the receivers are the target audiences who differ from country to country.

3)Since it's a process, what steps will/does it involve?

Choose a proper message, encode the message in a suitable way, sent the message through a effective media, trigger off a response from the audiences.

4)What factors will influence the communication?

Languages, the level of literacy, color association, cultural context and so on

3.Difficulty sentences in the text (6')

1)Target audiences differ from country to country in terms of how they interpret symbols, (how they) respond to humor or emotional appeals, as well as in levels of litercy an d the language spoken.

来自不同的国家的目标观众在解释信号和对幽默和情感呼唤的回应都有所不同，他们的文化程度以及使用的语言也不同。

2)The first sentence in third paragraph

在国际市场上，对目标观众宣传的过程复杂得多，因为这种宣传是跨语境的，各种语境会因语言，文明程度，以及其他的文化因素的不同而不同。

3)Later they learned that in Africa, companies routinely put picture on the label of what is inside since most people can not read.

of what is inside 是picture的后置定语

So if the picture on the label is a while baby, people would think the content is a body, how terrible it is!

4.Let Ss take turns to do the multiple choices one by one.(8')

5.Reading- skill: understanding the sentences (5')

2)exist of : prove the existence of sth

5)feature: has ... as a feature

Vocabulary-building (30')

1.Read the paraphrases and let student give the word with the meaning

Keys: AEDBC, BADEC, BEACD

2.Assign Ss to do the blank-filling after class and write them down on the exercise book.

3.Prefix

Over- v: overestimate, overhear, oversleep, overweight, overview,overload, overpopulation

Over- adj. Overall, overage, overbound, overaggressive

Re- act back: redemption, return, restore, replace, revive, recall,

Re- do again, relay, restart, replay, refill, reunion

4. Assign Ss to do the blank-filling and cloze in class and check the anwers

Keys: reconsideration, overpraise, replace, overwork, regain, overweight, recall, overanxious

Keys: money, attempt, persuade, growing, preference, advertisers, rational, unconscious.

Section C (15')

1.Let Ss recall what techniques can be used to make a good advertisement.

Repetition, form a contrast (before and after), using appealing pictures (the camera never lies), trigger a guilty feeling, make use of the effect of personality, make a slogan or jingle esay to remember or sing

2.Difficulty sentences

1)Words point to facts but often link these to attitudes at the same time,...

单词指向事实的同时也把事实和某种态度联系到了一起

2)The fact that words can work like this is important and valuable,..

了解到单词有这样的功能是很重要且很有价值的

3)Maybe we can't always believe what we're told, but surely we must accept what we are actually shown.

Words are but wind, but seeing is believing.

4)We are shown the situation before using the product and this is constrasted with the situation that follow its use.

我们会见到没用该产品前的样子，与用过该产品后的样子（情形）形成对比5)The next time you see any advertisements which feature well-known people, consider in which of them you think the person concerned should be regarded as an authority and those where he clearly is not.

下次看到名人们做的广告，就要相信在哪些广告产品上那个明星是个权威，而哪些产品那个名人根本就不懂。

6)One of the ways.....will sing and repeat

要想让自己的产品名称比在电视上做广告后更加为人所知的一种方法就是编一个朗朗上口的广告词或者口号，特别是能被人们尤其是孩子们唱出来的口号。

Assignment

1.Finish the remaining exercise.

2.Review the useful sentences and expressions

3.Preview Unit 12 and do the exercises in V ocabulary-building

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《英语阅读》（1）练习答案1-10 Unit 1 University Student Life Section A Word Pretest DBBC DDAB Reading Comprehension FTFT FFTF Vocabulary Building Word Match rationally in a way based on reason rather than emotion established accepted; recognized various different panic sudden fear consolidate strengthen assignment homework biological of living things flexible not fixed strenuous stressful; requiring effort and energy master overall recreation way of spending free time estimate calculate roughly routine regular; usual priority first concern relaxation rest flexible established panic strenuous

priority routine Rationally recreations Suffix familiarize visualize merely idealize finalize necessarily physically highly Cloze favorable their respected professors authority role expect need several changes Section B DCCB CBDD Section C DABD CBCA Unit 2 Culture Shock Section A Word Pretest CADC CBAD Reading Comprehension CDD DDC Vocabulary Building Word Match exaggerate say more than the truth about something slang nonstandard vocabulary adapt make or become suitable insecure weak; uncertain; unprotected distinct different; separate