（江苏省石庄高级中学：秦建华课堂教学用）
Ⅰ. Words and Expressions（课文前面部分出现的）
1.convey ---- to take or carry from one place to another; transport. 运送；运输
----to communicate or make known; impart通知；通报；传达
The truck conveyed machinery across the country. 这辆卡车把机器运往全国各地。
Wires convey electricity.金属线导电。
I will convey the information to him.我将把这消息通知他。
2.advertise ---- to make public announcement of, especially to proclaim th equalities or advantages of (a product or business) so
as to increase sales. 做广告；---- to warn or notify告诫，告知
advertise sth做广告(宣传)，使……尽人皆知，put an advertisement做广告
Why not advertise your secondhand car in the local newspaper?为什么不在本地报纸上为你的二手车做个广告呢？
If you want to sell your secondhand car,why not put an advertisement in the local newspaper?
你如果想卖掉你的二手车，为什么不在本地报纸上做个广告呢？
advertise for sb/sth登广告招聘/欲购
The company advertised for a new secretary.公司登了广告招聘一名新秘书。
We should advertise for someone to look after our children.我们该登个广告聘人来照管孩子们。
advertiser 广告商
The report gives advertisers a new picture of women today.这份报告使广告商对今日妇女有了新的认识。
4.brand ---- A trademark identifying a product or a manufacturer
商标；牌子；烙印
What brand of soap do you like?你喜欢什么牌子的肥皂？
These cattle have my brand on them. 这些牛身上都有我打的烙印。
（常与of连用）特殊类型
his own brand of humor 他独特的幽默感
5.consideration ---- careful thought
Please give the problem your careful consideration. 请你仔细考虑这个问题。
短语：in consideration of 报答；由于under consideration 在考虑中，在研究中
take … into consideration 顾及，考虑到
Your teacher will take your recent illness into consideration when he marks your exams.
你的老师评定考试成绩时，会考虑到你最近生病的情况。
Taking everything into consideration,the result is better than I expected.
从各方面考虑，结果比我预料的好。
复习以前学过的词组
We must take local conditions into account.我们必须把当地的条件考虑进去。
We must take account of the interests of the State.我们必须考虑到国家的利益。
In the first place ,you must think over this plan.首先你必须考虑这个计划。
6.charge ---- expense; cost 费用；花费 ---- the price asked for something 价格，收费
a charge for the use of the telephone 使用电话的费用
The charge for a front-row seat is $3. 前排座位票价每张三美元。
----management 监督；管理
---- a claim of wrongdoing 指控；控告
a charge of stealing 对偷窃罪的指控
The charge carries a possible sentence of three years.这项控告可能要判三年徒刑。
短语：
in charge of 负责
The chief engineer was in charge of directing the building of the subway.主任工程师负责指挥地铁的建造工程。
I was in charge of my sister. 我在照看我妹妹。
in the charge of / in one’s charge 归某人负责；由某人监管
The factory is in the charge of a special committee. 这家工厂现在由一个特别委员会监管。
7.loss ---- The act or an instance of losing; something that is lost; people lost in wartime or an accident.损失；丧失；遗失。
The loss of my watch meant that I had to buy a new one.我的手表丢了就意味着我得买只新的。
Have you reported the loss of the technical papers about the new product to the police?
你们把丢失新产品技术文件的事向警方报告了吗?
His unfortunate death was a great loss to the firm.他的不幸去世对他的商行来说是个重大损失。
The losses are computed at $1000. 估计损失1000美元。
短语：
at a loss ①低于成本的：sell the merchandise at a loss.赔本卖出货物
②迷惑的；不解的：I am at a loss to understand those remarks. 我不理解那些话
8.blame ----to hold responsible. 负责
---- To place responsibility for (something) 归咎：把（某事）责任归于…
Blame it!(美) 该死!
Don't blame it on him, but on me. 别怪他,该怪我。
They blamed the failure on George. 他们把失败归咎于乔治。
Blame me if I don't. 我要是不这样做,随你怎么办好了。
They blamed the secretary for the delay of the plan. 他们怪罪秘书造成计划延误。
If he fails the exam he’s only got himself to blame.如果他考试不及格，那只能怪他自己。
短语：be to blame 应受谴责
The children were not to blame. 孩子们不应受到谴责。
The driver was not to blame for the traffic accident.那次交通事故不应该责怪司机。
n. 责怪，（对坏事所应付的）责任
We were ready to take the blame for what had happened.我们准备对所发生的事承担责任。
The judge put the blame for the accident on the driver of the car.法官把事故的责任归咎于汽车司机。
ⅠI. Words and Expressions（课文部分出现的）
1…they are broadcast on TV and over the radio,posted the Internet and printed in newspapers and on posters in our cities.
电视机和收音机播放广告，因特网上登载广告，报纸上印制广告，广告牌上贴广告。
broadcast -- to transmit (a radio or television program) for public or general use.传播,传播（电台电视节目），供大众使用
--to send out or communicate, especially by radio or television. 播放：尤指通过电台、电视，播出，发送：
The agency broadcast an urgent appeal for medical supplies.代理商通过电台紧急呼吁要求药品供应
to broadcast the gossip 传播流言蜚语
The BBC broadcasts every day. 英国广播公司每天广播。
Radio Beijing broadcasts on a dozen different frequencies.北京电台以十几种不同的频率进行广播。
作名词用：
The news broadcast will be at 7.00. 新闻广播将在7点开始。
post ---- to display (an announcement) in a place of public view. 贴布告：在公共场所贴（布告）
----to cover (a wall, for example) with posters. 贴海报：用海报张贴
The names of the members of the team will be posted up today. 队员名单将于今天张榜公布。
The ship was posted missing. 该船宣告失踪。
2.The development of radio,television and other media has gone hand in hand with the development of advertising.
广播、电视和其它媒体与广告业同步发展。
hand in hand 手拉手，密切关系的
They went home hand in hand.他们手拉手回家了。
The development of agriculture should go hand in hand with that of industry. 工业和农业应共同发展。
Dirt and disease go hand in hand.肮脏与疾病是分不开的。
3.People react to advertisements in different ways.人们对广告的反应是不同的。
（1）vi. 反应，反抗
How did he react to your suggestion?他对你的建议有什么反应？
Children tend to react against their parents by going against their wishes.孩子往往故意不听父母的话来表示抗拒。
How did your mother react to the news? She reacted by getting very angry.
你妈妈对这个消息的反应怎样？她的反应是非常生气。
（2）vt. （指物质）起化学反应
An acid can react with a base to form a salt.酸可与碱起化学反应形成盐。
4.Some people find ads useful and entertaining;others think that they are annoying.有些人认为广告有用而且有趣，有些人认为它讨厌。
These flies are annoying me.这些苍蝇真使我心烦。
I was annoyed with him because he kept interrupting.我对他烦透了，因为他不停地打断我的话。
be annoyed with sb for/at sth 讨厌某事为某事对某人生气
复习：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.为广告辩护者说，广告介绍了质地优良的产品，帮助消费者作出了明智的选择。
Can you inform where he lives?你能告诉我他住在哪儿？
He informed them of his arrival.他通知他们说他到了。
He is a well-informed man.他是个消息灵通人士。
inform against/on/upon sb告发/控告
informer告发者，检举者
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，批评者有时指责公司滥用广告误导我们，让我们相信某种产品比它的实际情况要好，或者购买某种产品会令人更加愉快。
to charge with a shortcoming or an error. 指责：因缺点或错误而指控
to charge formally with a wrongdoing. 指控：正式指控某一错误行径
The police accused him of murder. 警方指控他谋杀。
The police accused him of stealing. 警方控告他犯有盗窃罪。
accuse 与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.把一个商品品牌的名字告诉潜在的消费者，并把这种产品同消费者的需要联系起来，公司就可能影响消费者作出选择。
associate vt.把――和――联系起来
He associated himself with this campaign. 他把他自己与这次战役联系起来。
I didn’t want to be associated with it at all. 我根本不想参与这件事。
What do you associate with such a heavy snow? 这样一场大雪你有什么联想?
associate 还可以作不及物动词使用，“和……来往，和……共事（与with连用）解。
There he associated with working people. 在那里他与劳动人民来往。
8. Customers see so many ads every day that advertisers must work hard to get their message across.消费者每天看到大量的广告，因此广告商必须使出浑身的解数使消费者明白他们的意图。
get sth. across 使某事被理解（领会）
Our teacher is clever,but not very good at getting his ideas across to us.我们的老师很聪明，但他不善于把他的观点讲清楚。
The message got across at last.这信息终于被理解了。
9.The best chance to reach customers is to appeal to their emotions.接近消费者的最好机会是迎合消费者的情感。
appeal呼吁，恳求：热切或急切的要求、请求或恳求
Does the idea of working abroad appeal to you? 你有没有兴趣出国工作?
She appeals to me. 我对她感兴趣。
appeal （to sb） for sth. 请求某人某事；呼吁。。。，请求给与make an appeal
警方呼吁公众提供有关被害者的情况。
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. 政府呼吁每个人节约用水。
The victims' families of the murder have appealed to the Supreme Court to have a definitive answer.
谋杀案的被害家属已经请求最高法院作确切的答复。
上诉：appeal a decision to a higher court 不服判决提出上诉
He appealed against the judge's decision. 他不服法官判决而上诉。
作名词用:an appeal for aid 恳求援助 an appeal for forgiveness 恳求原谅
The teacher listened to his appeal. 老师倾听了他的要求。
10.It has been proven again and again that frequent advertising increases product sales.经常做广告会增加产品的销售额，这是一再证明了的事。
frequent：时常发生的, 频繁的
I enjoyed his frequent visits. 我喜欢他经常来访。
Frequent failures did not affect his morale. 屡次失败都没有使他泄气。
Rains are frequent here in early summer. 这儿在初夏季节常下雨。
She is a frequent visitor to our house.她是我们家的常客。
v.常去，时常出入于，与……经常往来
Police visited all the bars that the suspect frequented.警察视察了嫌疑犯时常出没的所有酒吧。
These woods are frequented by all kinds of birds.这些森林里经常栖息着各种鸟类。
注意：frequent的反义词是 infrequent, frequent的副词是 frequently
11.Advertisements also help consumers choose among all the available products.广告还可以帮助消费者在所有能够找到的产品中进行选择。available（在第二单元中已经讲过，再复习一下）
This was the only available room.这是唯一可以利用的房间。
You will be informed when the book becomes available.这本书有货时就通知你。
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.掌握了一些事实和数据之后，顾客就能更好地应付销售人员强有力的说服。
figure:符号，数字 ,图表, 价格：用数来表示的价值
That car of his has been sold for a large figure 以高价出售
a figure of speech. 形象化的说法
She has a five-figure income. 她有五位数的收入。
figure in 包括：包括:figured in travel expenses 包含在旅行费用当中
figure on ①依靠We figured on your support. 我们就指望你的支持了
②把…估计在内；期望：I figured on an hour's delay. 我估计要延迟一小时
③计划We figure on leaving at noon. 我们计划中午走
figure out ①发现或决定：Let's figure out a way to help. 让我们来找出帮助的办法吧
②解决或破译：Can you figure out this puzzle? 你能找到谜底吗?
We must figure out how to solve the problem.我们必须想出解决这个问题的办法。
I couldn't figure out who the lady with the sunglasses was.我想不出那位戴墨镜的夫人是谁。
13.Not all ads are used to promote a product or to increase a company’s profits.并不是所有的广告都用来促销商品或为公司增加利润。
该句为不完全否定。相当于All ads are not used to promote a product or to increase a company’s profits.
类似句型还有：Not every…=Every…not…Not both… =Both…not…
profit（1）n. 利润，赢利，利益
There are very little profits in selling newspapers at present.现在卖报纸利润很小。
We sold our house at a profit.我们出售房屋获得了利润。
This new invention will bring you great profits like a goldmine.
这项新发明会像一座金矿一样会给你们带来丰厚的利润。
I have read the book to my profit. 我读了这本书大有收益。
make a penny profit on each orange 要每只橘子盈利一便士
non-profit organisations非赢利组织（本课中出现的）
（2）v.有益于，对（某人）有好处
It will profit you nothing to do that.你做那件事没有好处。
She has certainly profited from spending a year in England.在英国度过的一年确实对她是有益的。
The students do hope to profit by / from the teacher's comments on their compositions.
学生们真心希望从老师对他们的作文的评语中获得益处。
对比：benefit/benefit from
14. Many governments used ad campaigns to make people aware of social problems and government policies.
许多政府部门也采用广告作宣传，以使人民了解社会问题和政府的政策。
campaign 战役；计划
a campaign to stop people smoking 一项阻止人们吸烟的运动
Did you take part in either of my last two campaigns? 你有没有参加我（指挥）的上两次战役？
a fund-raising campaign 一项筹措资金的计划；
make… aware of 使……意识到
15.These”bad ads”use illegal ways to mislead consumers.这些“坏广告”采用不法手段来误导消费者。
an illegal immigrant. 非法移民 It is illegal to steal things. 偷东西是违法的
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”.要看出坏广告并不是容易的，但也有写情况是我们可以提防的。首先，我们要警惕“隐藏的信息”。
供阅读的其它知识点
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：一个计划或行动路线，如政府、政党或企业的计划或行动路线，意在影响和确定决定、行动和其它事情
It is the policy of the government to improve education. 改进教育是政府的政策。
It's bad policy to smoke too much. 吸烟太多并非明智之举。
2. target ---- Something aimed or fired at. 目标
- 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. 这个猎人的目标是一只野兽。
A target market 目标市场
3. nowadays ---- During the present time; now 现在，当今
Nowadays people travel by plane. 如今人们乘飞机旅行。
Nowadays, advertisements can be found everywhere in any big city.
现在,在任何一个大城市里,到处都可以看到广告。
4. attach ---- To fasten, secure, or join. 系，贴或连接
attach label to parcel 给包裹贴标签
attachment附件
短语：attach to
① 加入，参加
Pro. Smith was attached to the medical college as a guest professor for two years.
史密斯教授在医学院当了两年的客座教授。
② 加于…之上
No blame attaches to him for the accident. 这个事故他没有受到责备。
We should attach primary importance to the development of economy.
我们要把发展经济的工作放在第一位。
be attached to
认为重要；特别喜爱
Mary was attached to her brother. 玛丽很喜爱她的弟弟。
I am very attached to that old picture. 我很喜欢那幅旧画。
be attached to连在...上；附属于
The hospital is attached to that university.这医院附属于那所大学
5. point out 指出
Point out the man who beat you yesterday. 把昨天打你的人指出来。
He pointed out that we might have made great mistakes.他指出我们或许已经犯了很大的错误。
6. discount ---- To deduct or subtract from a cost or price.减少；打折
The old model worker's rich experience is not to be discounted.老劳动模范的丰富经验不可小看。
短语：
at a discount 打折扣；不值钱的；不受重视的
7. make sense 有意义的；有道理的
It doesn’t make any sense to grow economic plants in such a poor country.
在如此贫困的国家种植经济作物是毫无道理的。
8. bonus ---- A sum of money given to an employee in addition to the employee's usual compensation. 奖金；分红，意外的好处
The workers got a Christmas bonus. 工人得到圣诞节奖金。
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.
我们很喜欢自己的新房子,加上附近有座游
9.bargain
（1）n. 交易，买卖合同
We’ve made a bargain that he will do the shopping and I’ll cook.我们讲定了，他买东西我做饭。
They haven’t kept their side of the bargain.他们没有遵守协议。
（2）n. 廉价货
These shoes are a real bargain at such a low price.这些鞋价钱这么低，确实便宜。
（3）v. 讨价还价，成交
If you bargain with them,they might reduce the price.如果你和他们讲价钱，他们可能会降价。
The increased demand for their skills has given these workers greater bargaining power.
对这些工人的技能需求在增加，这使他们有更大的讨价还价的本钱。
8.make sense 有意义，有道理，讲得通
No matter how I tried to read it,the sentence didn’t make sense.不管我怎么念，我还是不懂这个句子的意思。
It makes sense to take care of your health.注意身体健康是明智的。
Can you make sense of what this writer is saying?你能理解这位作家在说什么吗？