英语必修4译林牛津Unit 1（单元辅导01）
话题领悟
一． 背景导入
Some slogans for advertisements
1. Good to the last drop. 滴滴香浓，意犹未尽。（麦斯威尔咖啡）
2. Obey you thirst. 服从你的渴望。（雪碧）
3. The new digital era. 数码新时代。（索尼影蝶机）
4. Take time to indulge. 尽情享受吧！（雀巢冰激凌）
5. Poetry in motion, dancing close to me. 动态的诗，向我舞近。（丰田汽车）
6. Just do it. 只管去做。（耐克运动鞋）
7. The taste is great. 味道好极了。（雀巢咖啡）
8. Feel the new space. 感受新境界。（三星电子）
9. Intelligence everywhere. 智慧演绎， 无处不在。（摩托罗拉手机）
10. The choice of a new generation. 新一代的选择。（百事可乐）
11. Let’s make things better. 让我们做得更好。（飞利浦电子）
12. No business too small, no problems too big. 没有不做的小生意，没有解决不了的大问题。（IBM公司）
二． 自主探究
1．Where can ads be found? How do people react to ads?
______________________________________________________________________________________________________________________________________________________
2. What are the basic principles and function of advertisements?
______________________________________________________________________________________________________________________________________________________
3. Do all the ads make profits? If not, could you please show us your explanation?
______________________________________________________________________________________________________________________________________________________
课堂演练
Reading
一．快捷识记
1． We are so used to them that we often do not even realize how many we see and hear in a day. 我们已经对广告习以为常了，以至于我们常常忽略了一天看过或听过多少广告。 在So + adj. / adv. / v. + that…. 结构中，平时较为见的是so后面加形容词或副词，本句的结构中的so是对be used to something / doing something这一动词短语的修饰。 He was so happy that he even jumped up and down.
他是如此的高兴以至于都上窜下跳了。
The boy ran so quickly that his mother couldn’t catch up with him.
那男孩跑得如此之快以至于他的妈妈都赶不上他。
The good news so excited the crew that they set sail at once.
这个好消息使全体船员如此的激动以至于他们马上就起航了。
2. We must not fall for this kind of trick. 我们(消费者)不能跌入这样的（消费广告）陷阱。
fall 在此句中意为“be cheated or be played trick on”
The government fell after the revolution。
fall还可以作为联系动词，相当于become/turn
She fell silent at the key moment, thus the talk broke down half way.
在关键时刻她突然变得默不作声，这让和谈半途而费。
3. China began a nationwide public service advertising campaign in 1996, and since then various types of PSAs have appeared around the country. 中国在96年展开了一场公共广告服务的运动，从那时候起，大量的公益广告在全国涌现。
nationwide = all over the nation
campaign = series of planned activities with a particular social aim “运动”
an advertising campaign 广告宣传运动 / an election campaign 竞选运动
阅读延伸
Nowadays whenever you are on the website, (1)___________ advertisements are being kicked here and there. Most of us are so (2)__________ the phenomenon(现象) that they often consider them as (3)______________. In fact, an advertising (4)___________ is (5)_____________ trick careless readers. In order to (6)_________ its product, and to pe
rsuade (7)_____________ into buying its product, they pay to design all types of exciting pictures and (8)_____________ speeches. Many of the (9)____________ may (10)_______ for this kind of trick.
Word power
一、快捷识记
1.名词后缀
(1) -er表示“从事某种职业的人，某地区的人” banker, villager, Londoner.
(2) –or,表示“……者” doctor, operator, inventor…
2.形容词后缀
-able, comfortable, valuable, movable
-ish, foolish, selfish boyish
-ful, helpful, wonderful, beautiful
-ine, marine, feminine, masculine
(3) 动词后缀
-ize, modernize, organize
-en, quicken, weaken, soften, harden
-fy, beautify, simplify
(4)副词后缀
-ly, possibly, simply
psas -ward, downward, upward
-wise, otherwise, clockwise
-ways, always, sideways
Grammar and usage
一、快捷识记
（一）陈述句
如果引述的句子原来是一个陈述句，在变成间接引语时要注意以下几点： 1．在引语的开头用连词that
He said: “Mother, sister is in her room.”
→ He told his mother that sister is in her room.
2. 根据意思改变人称
He said to me: “I have left my book in your room.”
→ He told me that he had left his book in my room.
3. 注意引语中的谓语与句子主要谓语在时态上一致
Mary said, “I’m getting on well.”
→ Mary said that she was getting on well.
4. 根据意思将指示代词，地点及时间状语等作必要的变动
| 在直接引语中 | 在间接引语中 |
指示代词 | this these now today | that those then that day |
表时间的词 | this week (month, etc.) Yesterday last week (month, etc.) two days (a year, etc.) ago the day before yesterday tomorrow next week(month, etc.) the ay after tomorrow | that week(month, etc) the day before the week(month, etc.) before two days(a year, etc.) before two days before the next (following) day the next (following) week (month, etc) two days after in two days’ time |
表地点的词 | here | there |
动词 | come | go |
| | |
二 特殊疑问句
在引述一个特殊疑问句时，连词that 是永远不能用的。除了注意人称，状语等的变更和时态的一致之外， 还要注意把引语的语序变为陈述句语序。
Mr. Smith asked, “What’s your name?”
→ Mr. Smith asked what my name was.
She asked, “How are you getting along?”
→ She asked us (them ) how we (they) were getting along.
三 一般疑问句
如果直接引语是一个一般疑问句或反意疑问句时，通常用whether或if引导，而引述选择疑问句时，只能用whether引导。
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