资源简介

Section Ⅴ　“Extended reading”的课文习读环节
泛读课文，完成以下学习任务
(一)理清文脉结构
(二)把握主旨大意
1．What's the main idea of the text？(　 )
A．Introduction to advantages of advertising techniques.
B．Introduction to advertising and its techniques.
C．Introduction to functions of advertising.
D．Introduction to the future of advertising.
2．What's the purpose of the author in writing paragraph 1？(　 )
A．To persuade us to buy more products.
B．To remind us to pay more attention to advertising.
C．To tell us the importance of promoting a product or service.
D．To introduce the topic.
精读课文，完成以下学习任务
(一)阅读理解
1．What can we infer from paragraph 2？(　 )
A．The mass media and advertising have a close relationship with each other.
B．Advertising has always been closely linked with newspapers.
C．Advertising mainly depends on interactive ads in smartphone apps.
D．The mass media has a great impact on our life.
2．Why is the mass media a perfect vehicle for advertisers？(　 )
A．It is very cheap.
B．It has a long history.
C．It can reach people quickly.
D．It can reach a large number of people.
3．What are advertisers based on when making ads？(　 )
A．The psychology behind creating a desire to buy.
B．The way selling a product or service online.
C．Connecting a fine china teapot.
D．Turning on the TV frequently.
4．What are the characteristics of the advertisement today？(　 )
A．More digital and more advanced.
B．More convenient and more complicated.
C．More digital and more personalized.
D．More popular and more personalized.
(二)阅读表达
1．What are the techniques employed by advertisers
　
2．What will advertising do in the future
　
3．What's your opinion about TV advertising
　
|阅|读|技|能|提|升| 　根据关键词抓文章主旨
本文是一篇杂志说明文，文章主旨明确，结构清晰。语篇紧扣标题中的关键词persuasion，说明了广告最核心的目的。文章首先通过广告与大众传媒的紧密关系，说明了广告如何通过大众传媒发挥影响力；其次介绍了广告设计依据顾客的购买欲心理所采用的几种技巧；最后展望广告未来的发展方向。
(一)赏用词之妙
1．In short, it refers to the activity of promoting a product or service.
赏析：本句中使用了短语in short，表示“简而言之”，对上文所讲的内容进行归纳总结，该表达多用于书面语言。
2．In other words, it tries to persuade people to buy a product or service.
赏析：本句中的in other words“换句话说；也就是说”，用于引出对上文内容的转述，以使语言表达生动、形式多样。
3．In the future, advertising will be even more about understanding individual customers and sending them advertisements that are tailored to specific needs.
赏析：本句中的tailor为名词动用，生动地描述出未来的广告将更注重对客户的了解，更有针对性。
[提能训练]　(完成句子)
①__________________， the film is well worth seeing a second time.
简而言之，这部电影非常值得再看一遍。
②________________， only if you put your heart into it can you achieve your dream.
换句话说，只有全心投入，你才能实现梦想。
③Since most travel agents now would ________________________ to meet individual requirements, you can turn to them for help.
由于大多数旅行社现在都会根据个人的需求定制旅行安排，你可以向他们寻求帮助。　　　　
(二)赏句式之高
1．As media channels have grown in number and type, so have advertisements.
赏析：本句中的so have advertisements使用了部分倒装结构。倒装句的使用既可以突出表达的重点，又能使上下文衔接更加顺畅。
2．That is why when a company wants to promote a product or service, it often launches a mass media advertising campaign.
赏析：本句中使用了That is why ...句型，why引导表语从句，意为“那就是为什么……”。此句式的使用既能体现作者对复杂句式的掌控能力，又可以使要点的表述更加准确、全面，并能突出重点。
3．The more we like the brand ambassador, the more we will be attracted to buy the product.
赏析：本句中使用了“the＋比较级 ...，the＋比较级 ...”句型，生动形象地描述出品牌形象大使在商品促销中起到的作用。
[提能训练]　(选用上述句式完成句子)
①Every coin has two sides. ________________ of being a doctor.
任何事情都有两面性，从事医生这个职业也是如此。
②I want to improve my spoken English and help them have a better understanding of Chinese culture.________________ I want to apply for the position.
我想提高我的英语口语水平，并且帮助他们更好地了解中国文化。那就是为什么我想申请这个职位。
③The more you know about our traditional culture, ______________________________.
你对我们的传统文化了解越多，你将对它越感兴趣。
(三)赏描摹之韵(写作手法)
What makes it special And what message does it try to get across
赏析：此处连用两个问句，一方面可以引起读者的阅读兴趣，另一方面也有助于引出下文，得出结论。
(四)赏衔接之顺
最后一段中使用了表示时间顺序的衔接词：in the past、 now和in the future，脉络清晰地描写了广告的发展进程，使文章内容更加层次分明。
Section Ⅴ　“Extended reading”的课文习读环节
课文阅读理解
泛读课文，完成以下学习任务
(一)①promoting　②closely linked with　③slogan
④placement　⑤individual customers　⑥specific needs
(二)1.B　2.D
精读课文，完成以下学习任务
(一)1～4　ADAC
(二)1.Advertisers persuade people to buy their products or services with techniques like creating memorable slogans and using “brand ambassadors”．There are also less obvious advertisements, like those placed in films, TV shows or video games.
2．In the future, advertising will be even more about understanding individual customers and sending them advertisements that are tailored to specific needs.
3．I think the main purpose of TV advertising is to publicize and promote products for businesses, which to a certain extent promotes the development of commerce, the rapid circulation of goods, and plays a role in promoting the development of economy.However, TV advertising also has many disadvantages.Therefore, it is important to strengthen the standardization and legalization of TV advertising.
课文写法借鉴
(一)①In short　②In other words　③tailor travel arrangements
(二)①So does the job　②That is why
③the more you will be interested in it
4 / 4(共70张PPT)
Section Ⅴ　“Extended reading”
的课文习读环节
目 录
NO.1 课文阅读理解
NO.2 课文写法借鉴
课时检测
课文阅读理解
NO.1
泛读课文，完成以下学习任务
(一)理清文脉结构
promoting
closely
linked with
slogan
placement
individual
customers
specific needs
√
(二)把握主旨大意
1．What's the main idea of the text
A．Introduction to advantages of advertising techniques.
B．Introduction to advertising and its techniques.
C．Introduction to functions of advertising.
D．Introduction to the future of advertising.
√
2．What's the purpose of the author in writing paragraph 1
A．To persuade us to buy more products.
B．To remind us to pay more attention to advertising.
C．To tell us the importance of promoting a product or service.
D．To introduce the topic.
√
精读课文，完成以下学习任务
(一)阅读理解
1．What can we infer from paragraph 2
A．The mass media and advertising have a close relationship with each other.
B．Advertising has always been closely linked with newspapers.
C．Advertising mainly depends on interactive ads in smartphone apps.
D．The mass media has a great impact on our life.
√
2．Why is the mass media a perfect vehicle for advertisers
A．It is very cheap.
B．It has a long history.
C．It can reach people quickly.
D．It can reach a large number of people.
√
3．What are advertisers based on when making ads
A．The psychology behind creating a desire to buy.
B．The way selling a product or service online.
C．Connecting a fine china teapot.
D．Turning on the TV frequently.
√
4．What are the characteristics of the advertisement today
A．More digital and more advanced.
B．More convenient and more complicated.
C．More digital and more personalized.
D．More popular and more personalized.
(二)阅读表达
1．What are the techniques employed by advertisers
Advertisers persuade people to buy their products or services with techniques like creating memorable slogans and using “brand ambassadors”．There are also less obvious advertisements, like those placed in films, TV shows or video games.
2．What will advertising do in the future
In the future, advertising will be even more about understanding individual customers and sending them advertisements that are tailored to specific needs.
3．What's your opinion about TV advertising
I think the main purpose of TV advertising is to publicize and promote products for businesses, which to a certain extent promotes the development of commerce, the rapid circulation of goods, and plays a role in promoting the development of economy.However, TV advertising also has many disadvantages.Therefore, it is important to strengthen the standardization and legalization of TV advertising.
|阅|读|技|能|提|升| 　根据关键词抓文章主旨
本文是一篇杂志说明文，文章主旨明确，结构清晰。语篇紧扣标题中的关键词persuasion，说明了广告最核心的目的。文章首先通过广告与大众传媒的紧密关系，说明了广告如何通过大众传媒发挥影响力；其次介绍了广告设计依据顾客的购买欲心理所采用的几种技巧；最后展望广告未来的发展方向。
课文写法借鉴
NO.2
(一)赏用词之妙　
1．In short, it refers to the activity of promoting a product or service.
赏析：本句中使用了短语in short，表示“简而言之”，对上文所讲的内容进行归纳总结，该表达多用于书面语言。
2．In other words, it tries to persuade people to buy a product or service.
赏析：本句中的in other words“换句话说；也就是说”，用于引出对上文内容的转述，以使语言表达生动、形式多样。
3．In the future, advertising will be even more about understanding individual customers and sending them advertisements that are tailored to specific needs.
赏析：本句中的tailor为名词动用，生动地描述出未来的广告将更注重对客户的了解，更有针对性。
[提能训练]　(完成句子)
①________, the film is well worth seeing a second time.　
简而言之，这部电影非常值得再看一遍。
②______________, only if you put your heart into it can you achieve your dream.
换句话说，只有全心投入，你才能实现梦想。
In short
In other words
③Since most travel agents now would _______________________
to meet individual requirements, you can turn to them for help.
由于大多数旅行社现在都会根据个人的需求定制旅行安排，你可以向他们寻求帮助。　　　　
tailor travel arrangements
(二)赏句式之高　
1．As media channels have grown in number and type, so have advertisements.
赏析：本句中的so have advertisements使用了部分倒装结构。倒装句的使用既可以突出表达的重点，又能使上下文衔接更加顺畅。
2．That is why when a company wants to promote a product or service, it often launches a mass media advertising campaign.
赏析：本句中使用了That is why ...句型，why引导表语从句，意为“那就是为什么……”。此句式的使用既能体现作者对复杂句式的掌控能力，又可以使要点的表述更加准确、全面，并能突出重点。
3．The more we like the brand ambassador, the more we will be attracted to buy the product.
赏析：本句中使用了“the＋比较级 ...，the＋比较级 ...”句型，生动形象地描述出品牌形象大使在商品促销中起到的作用。
[提能训练]　(选用上述句式完成句子)
①Every coin has two sides. _______________of being a doctor.　
任何事情都有两面性，从事医生这个职业也是如此。
②I want to improve my spoken English and help them have a better understanding of Chinese culture.___________ I want to apply for the position.
我想提高我的英语口语水平，并且帮助他们更好地了解中国文化。那就是为什么我想申请这个职位。
So does the job
That is why
③The more you know about our traditional culture,____________
_______________________.
你对我们的传统文化了解越多，你将对它越感兴趣。　　　　
the more
you will be interested in it
(三)赏描摹之韵(写作手法)　
What makes it special And what message does it try to get across
赏析：此处连用两个问句，一方面可以引起读者的阅读兴趣，另一方面也有助于引出下文，得出结论。
(四)赏衔接之顺　
最后一段中使用了表示时间顺序的衔接词：in the past、 now和in the future，脉络清晰地描写了广告的发展进程，使文章内容更加层次分明。
课时检测
Ⅰ.阅读理解
A
As you can imagine, there are numerous types of advertisements in different mediums, on different channels, and have different goals for their business.
Print Advertising
The first print ad ran in England in 1472.Since then, this type of advertising has become available in newspapers, magazines, and similar methods of carrying a brand's message to its ideal end user.In this ad method, the advertiser pays the publisher to place their ad in the publication.
Radio Advertising
Radio advertising dates back to 1920, when the first commercial radio stations were launched in the United States.In this ad method, the advertiser pays the radio station to play their ad during selected breaks between music or a radio show.
Television Advertising
Television ads originated in the 1940s with the promotion of practical items and political campaigns.In this ad method, the advertiser pays the local or national TV network to show their ad during selected breaks in the network's regular programming.
Internet Advertising
Internet advertising took root in the mid 1990s.In this ad method, the advertiser pays the website owner to place their ad in exposed spaces that are minor to the website's own content.Internet advertising has gone on to include video, search engine marketing, and more.
But, as you know, the advertising types above have developed dramatically since their respective (各自的) origins.Some ads have been memorable years after they first ran.
So how do you create an advertising strategy that works fine This blog post is devoted to the ads and campaigns we can learn from.
语篇解读：本文是一篇说明文。文章主要介绍了四种广告类型：印刷广告、广播广告、电视广告和互联网广告。
√
1．Which type of advertisements served politics at the very beginning
A．Print advertising.　 B．Radio advertising.
C．Television advertising. D．Internet advertising.
解析：细节理解题。根据第四段中“Television ads originated in the 1940s with the promotion of practical items and political campaigns.”可知，电视广告最开始是为政治服务的。
√
2．Which of the following do Radio and Television Advertising share
A．Both originated at the same time.
B．Neither first appeared in the US.
C．Both are shown during selected breaks.
D．Neither developed much over years.
解析：细节理解题。根据第三段中“In this ad method, the advertiser pays the radio station to play their ad during selected breaks between music or a radio show.”以及第四段中“In this ad method, the advertiser pays the local or national TV network to show their ad during selected breaks in the network's regular programming.”可知，广播广告和电视广告的共同之处在于两者都在选定的休息时间播放。
√
3．What will be discussed in the following passage
A．The further development of ads.
B．Examples of excellent advertising.
C．Other basic forms of advertising.
D．Disadvantages of each advertising.
解析：推理判断题。根据最后一段中“So how do you create an advertising strategy that works fine This blog post is devoted to the ads and campaigns we can learn from.”可推知，文章接下来将讨论优秀广告的例子。
B
I was a student at the University of Cincinnati's music academy, looking for something to do outside of musical harmony classes.Somehow, I found myself at a printer's office across the river in Northern Kentucky, making final edits for Ed's small Cincinnati newspaper.It wasn't until I'd been there a few months that I realized how much Ed changed the world around him and changed my life in the process.
Ed started the paper because the local daily papers of the time turned a blind eye to some problems in the local community and gave little space to social issues affecting disadvantaged groups.Ed's paper was a small, 16-page monthly one, handed out for free in bars.
He often encouraged “non-writers” to write if they had a story to tell.Some of them were inexperienced writers.He worked with them until the words better expressed their ideas.When I turned in a story about an unpopular topic, he only asked, “Is it true？” and “Does it affect people？” Satisfied by my answers, he ran the story.
What drove Ed It wasn't fame, for the paper's limited resources kept him unknown; it wasn't money, for he ran the paper at a deficit (赤字) for its entire life of eight years.Indeed, more than once, I remembered him having to choose between paying his rent and paying the printer.Perhaps his real drive was revealed in a recent phone conversation.While talking about a common friend, I said, “He fought the good fight.” Ed responded, “The good fight is never over.”
I don't believe that events make heroes; I believe heroes are the result of long-standing goodness.Ed's story proved the value of constancy (坚定不移) and expressed the significance of working for good causes for their own sake.He showed how one person, working tirelessly, could help a population get over its problems.Above all, his example showed me the necessity of making my own contributions to the causes I believe in.
语篇解读：本文是一篇记叙文。文章主要讲述了Ed通过办报纸来关注社会问题并影响他人的故事。
√
4．Why did Ed set up the Cincinnati newspaper
A．To promote new writers' works.
B．To improve his printer's business.
C．To reflect overlooked social problems.
D．To find talents from disadvantaged groups.
解析：细节理解题。根据第二段第一句可知，Ed创办这份报纸是为了反映被忽视的社会问题。
5．What is Ed's attitude towards storytellers like the author
A．Supportive. B．Doubtful.
C．Curious. D．Picky.
解析：推理判断题。根据第三段首尾句可知，Ed对像作者这样讲故事的人是支持的。
√
√
6．What does the underlined part “good fight” in the last paragraph mainly refer to
A．Overcoming financial difficulties.
B．Doing worthy and kind causes.
C．Making a name for himself.
D．Creating a big fortune.
解析：推理判断题。根据最后一段最后两句可知，“good fight”主要指做值得做和善良的事业，而不是克服经济困难、为自己出名或创造巨大的财富。
√
7．Which of the following can best describe Ed
A．Proud and single-minded.
B．Careful and hard-working.
C．Determined and caring.
D．Patient and calm.
解析：推理判断题。根据全文内容，特别是最后一段中的“Ed's story proved the value of constancy and expressed the significance of working for good causes for their own sake.”可知，Ed是一个意志坚定且有同情心的人。
C
Just as China sets the world pace in e-commerce (电子商务), it's doing the same for livestreaming.More than 100 million viewers watch a live online video event every month.As an e-commerce tool, the livestreaming format typically involves a famous person showing a product and answering questions from a digital audience.It takes place in real time (实时) and usually on a smartphone, which accounts for some 95% of e-commerce activity in China.
China is filled with livestreaming webcasts，much of it non-commercial，such as young people discussing their lives, offering diet tips, etc.But livestreaming has also become one of the most cost-effective tools for e-commerce in China.
Why are consumers and brands both hugging livestreaming
First, there's a functional advantage to livestreaming.It allows experts to show the product being used, to show various techniques, and to point out the results.There's also a feeling of authenticity (真实性) that comes from livestreaming because the audience can interact with the experts by asking questions in real time.
Consumers feel that they are actually handling the product themselves.Instead of picking a product off a shelf, they are now part of the process, shaping the outcome from the convenience of the living room sofa.The best livestreaming allows room for a joke, or even a small mistake.After all, this is how friends talk with one another.As consumers grow in experience and taste, they would rather participate in a chat.Livestreaming invites the brand into the home in much the same way you would invite a friend.
Consumers often feel a sense of empowerment (赋予权力)．The brand must react quickly and positively to viewers in real time because consumers have the power to hold them responsible for their products through questions.
Livestreaming can also be particularly effective for new-to-market brands who do not have the ability to create a buzz because it provides a guarantee that the product is used, accepted and loved.
语篇解读：本文是一篇说明文。文章主要讲述了消费者和品牌喜欢直播的原因。
√
8．What is the purpose of livestreaming as an e-commerce tool
A．To chat with young people about life.
B．To promote products on smartphones.
C．To offer tips on healthy eating on the web.
D．To communicate with audience on the phone.
解析：推理判断题。根据第一段最后两句可知，直播作为电商工具是为了推销产品。
√
9．Which of the following is a reason for livestreaming's popularity
A．It allows real-time interaction between customers and the brand.
B．It empowers customers to decide who are responsible for products.
C．It makes sure that new-to-market brands become best-selling goods.
D．It offers chances for customers to pick products off shelves by themselves.
解析：细节理解题。根据第四段最后一句可知，直播受欢迎的原因之一是客户和品牌之间可以实时互动。
√
10．What does the underlined phrase “create a buzz” in the last paragraph probably mean
A．Attract the attention of the public.
B．Introduce their products effectively.
C．Be responsible for their products.
D．React quickly and positively to consumers.
解析：词义猜测题。根据最后一段中“because it provides a guarantee that the product is used, accepted and loved”可推测，新进入市场的品牌没有影响力，故选择直播的方式进行推广宣传，以引起顾客的注意。由此可知，画线短语意为“吸引公众注意力”。
11．What can be a suitable title for the text
A．China Is Leading the World in E-commerce
B．Differences Between Offline Business and Livestreaming
C．China's Livestreaming Is Booming — Here's How It Works
D．Want to Experience a New Way of Living Join in Livestreaming!
√
解析：标题归纳题。通读全文，尤其是第一段第一句可知，文章主要讲直播在中国的热度上升。故C项“中国的直播正在蓬勃发展——以下是它是如何运作的”适合作文章标题。
Ⅱ.阅读七选五
It's been a common problem that most of popular kids' apps contain some form of marketing.App developers and platforms make more money when more advertisements are viewed or clicked.Children, with their weaker self-control, are a prime target.Some developers use manipulative (善于操纵的) approaches like showing a fancy present, which takes the children to an advertisement when clicked. 12 Don't worry.Here's how you can intervene.
Examine apps before downloading them.Your children can't download apps without you entering your password, so you can review apps before they are downloaded. 13 People usually post complaints when apps are packed with advertisements.
Teach your kids to look for help.When advertisements pop up inside apps, make sure your kids don't play or download the advertised game immediately. 14 In this way, they learn to identify strange advertisements and have the apps removed.
15 You may start with these questions: Do you ever get tricked by the app, like you think something is a present, but they just show you an advertisement Do they ever force you to watch advertisements to get more fun things in the app
Make a complaint if necessary.Families are pressured into purchasing accounts by some school-issued apps.If this happens to you, complain to your school district.
Raising kids in the Internet age means teaching them to distinguish from toys to misinformation when someone is trying to sell them new things or new ideas. 16
A．Ask your children often.
B．Ask about your kid's preferences.
C．They have to understand the tricks of in-app advertising.
D．With proper guidance, kids can grow up to be critical digital thinkers.
E．Instead, they should be taught to be alert, and turn to adults for advice.
F．Then you can read reviews on websites or check the reviews in the app store.
G．Unfortunately, there are no laws restricting how many advertisements can pop up in children's apps.
语篇解读：本文是一篇说明文。文章主要介绍了应对儿童应用中广告过多的方法。
12．选G　空前讲到儿童应用当中植入过多广告，空后一句讲到“别担心”，由此可推知，本空应该会讲到植入过多广告的危害或广告过多带来的困扰。故G项“不幸的是，没有法律限制儿童应用中能出现多少广告”承上启下，符合语境。
13．选F　空前一句讲到“在下载前你可以检查应用”，空后一句讲到“当应用中广告过多时人们通常会把不满发布上去”，因此空处讲到的应该是你可以查看评论，故F项承上启下，符合语境。
14．选E　空前提到应用中出现广告时，要确保孩子不会马上玩或下载广告中的游戏；空后一句讲到这样的话，他们学会识别陌生广告，并删除应用，因此空处讲到的应该是儿童看到广告时的正确做法。故E项“而应教会他们保持警惕，向大人寻求建议”承上启下，符合语境。
15．选A　空处为段落主旨句。根据空后的“You may start with these questions”可知，本段主要讲到了要多问孩子问题，故A项适合作本段的主旨句。
16．选D　空处为总结句。根据空前一句“Raising kids in the Internet age ... new ideas.”可知，本句应该会讲到家长正确指导的意义及作用，故D项“有了适当的引导，孩子们会成长为具有判断力的数字思考者”承接上文，符合语境。UNIT 1　课时检测(五)　“Extended reading”的课文习读环节
Ⅰ.阅读理解
A
As you can imagine, there are numerous types of advertisements in different mediums, on different channels, and have different goals for their business.
Print Advertising
The first print ad ran in England in 1472.Since then, this type of advertising has become available in newspapers, magazines, and similar methods of carrying a brand's message to its ideal end user.In this ad method, the advertiser pays the publisher to place their ad in the publication.
Radio Advertising
Radio advertising dates back to 1920, when the first commercial radio stations were launched in the United States.In this ad method, the advertiser pays the radio station to play their ad during selected breaks between music or a radio show.
Television Advertising
Television ads originated in the 1940s with the promotion of practical items and political campaigns.In this ad method, the advertiser pays the local or national TV network to show their ad during selected breaks in the network's regular programming.
Internet Advertising
Internet advertising took root in the mid 1990s.In this ad method, the advertiser pays the website owner to place their ad in exposed spaces that are minor to the website's own content.Internet advertising has gone on to include video, search engine marketing, and more.
But, as you know, the advertising types above have developed dramatically since their respective (各自的) origins.Some ads have been memorable years after they first ran.
So how do you create an advertising strategy that works fine This blog post is devoted to the ads and campaigns we can learn from.
1．Which type of advertisements served politics at the very beginning
A．Print advertising.　 B．Radio advertising.
C．Television advertising. D．Internet advertising.
2．Which of the following do Radio and Television Advertising share
A．Both originated at the same time.
B．Neither first appeared in the US.
C．Both are shown during selected breaks.
D．Neither developed much over years.
3．What will be discussed in the following passage
A．The further development of ads.
B．Examples of excellent advertising.
C．Other basic forms of advertising.
D．Disadvantages of each advertising.
B
I was a student at the University of Cincinnati's music academy, looking for something to do outside of musical harmony classes.Somehow, I found myself at a printer's office across the river in Northern Kentucky, making final edits for Ed's small Cincinnati newspaper.It wasn't until I'd been there a few months that I realized how much Ed changed the world around him and changed my life in the process.
Ed started the paper because the local daily papers of the time turned a blind eye to some problems in the local community and gave little space to social issues affecting disadvantaged groups.Ed's paper was a small, 16 page monthly one, handed out for free in bars.
He often encouraged “non writers” to write if they had a story to tell.Some of them were inexperienced writers.He worked with them until the words better expressed their ideas.When I turned in a story about an unpopular topic, he only asked, “Is it true？” and “Does it affect people？” Satisfied by my answers, he ran the story.
What drove Ed It wasn't fame, for the paper's limited resources kept him unknown; it wasn't money, for he ran the paper at a deficit (赤字) for its entire life of eight years.Indeed, more than once, I remembered him having to choose between paying his rent and paying the printer.Perhaps his real drive was revealed in a recent phone conversation.While talking about a common friend, I said, “He fought the good_fight.” Ed responded, “The good fight is never over.” I don't believe that events make heroes; I believe heroes are the result of long standing goodness.Ed's story proved the value of constancy (坚定不移) and expressed the significance of working for good causes for their own sake.He showed how one person, working tirelessly, could help a population get over its problems.Above all, his example showed me the necessity of making my own contributions to the causes I believe in.
4．Why did Ed set up the Cincinnati newspaper
A．To promote new writers' works.
B．To improve his printer's business.
C．To reflect overlooked social problems.
D．To find talents from disadvantaged groups.
5．What is Ed's attitude towards storytellers like the author
A．Supportive. B．Doubtful.
C．Curious. D．Picky.
6．What does the underlined part “good fight” in the last paragraph mainly refer to
A．Overcoming financial difficulties.
B．Doing worthy and kind causes.
C．Making a name for himself.
D．Creating a big fortune.
7．Which of the following can best describe Ed
A．Proud and single minded.
B．Careful and hard working.
C．Determined and caring.
D．Patient and calm.
C
Just as China sets the world pace in e commerce (电子商务), it's doing the same for livestreaming.More than 100 million viewers watch a live online video event every month.As an e commerce tool, the livestreaming format typically involves a famous person showing a product and answering questions from a digital audience.It takes place in real time (实时) and usually on a smartphone, which accounts for some 95% of e commerce activity in China.
China is filled with livestreaming webcasts，much of it non commercial，such as young people discussing their lives, offering diet tips, etc.But livestreaming has also become one of the most cost effective tools for e commerce in China.
Why are consumers and brands both hugging livestreaming
First, there's a functional advantage to livestreaming.It allows experts to show the product being used, to show various techniques, and to point out the results.There's also a feeling of authenticity (真实性) that comes from livestreaming because the audience can interact with the experts by asking questions in real time.
Consumers feel that they are actually handling the product themselves.Instead of picking a product off a shelf, they are now part of the process, shaping the outcome from the convenience of the living room sofa.The best livestreaming allows room for a joke, or even a small mistake.After all, this is how friends talk with one another.As consumers grow in experience and taste, they would rather participate in a chat.Livestreaming invites the brand into the home in much the same way you would invite a friend.
Consumers often feel a sense of empowerment (赋予权力)．The brand must react quickly and positively to viewers in real time because consumers have the power to hold them responsible for their products through questions.
Livestreaming can also be particularly effective for new to market brands who do not have the ability to create_a_buzz because it provides a guarantee that the product is used, accepted and loved.
8．What is the purpose of livestreaming as an e commerce tool
A．To chat with young people about life.
B．To promote products on smartphones.
C．To offer tips on healthy eating on the web.
D．To communicate with audience on the phone.
9．Which of the following is a reason for livestreaming's popularity
A．It allows real time interaction between customers and the brand.
B．It empowers customers to decide who are responsible for products.
C．It makes sure that new to market brands become best selling goods.
D．It offers chances for customers to pick products off shelves by themselves.
10．What does the underlined phrase “create a buzz” in the last paragraph probably mean
A．Attract the attention of the public.
B．Introduce their products effectively.
C．Be responsible for their products.
D．React quickly and positively to consumers.
11．What can be a suitable title for the text
A．China Is Leading the World in E commerce
B．Differences Between Offline Business and Livestreaming
C．China's Livestreaming Is Booming — Here's How It Works
D．Want to Experience a New Way of Living Join in Livestreaming!
Ⅱ.阅读七选五
It's been a common problem that most of popular kids' apps contain some form of marketing.App developers and platforms make more money when more advertisements are viewed or clicked.Children, with their weaker self control, are a prime target.Some developers use manipulative (善于操纵的) approaches like showing a fancy present, which takes the children to an advertisement when clicked.__12__ Don't worry.Here's how you can intervene.
Examine apps before downloading them.Your children can't download apps without you entering your password, so you can review apps before they are downloaded.___13__ People usually post complaints when apps are packed with advertisements.
Teach your kids to look for help.When advertisements pop up inside apps, make sure your kids don't play or download the advertised game immediately.__14__ In this way, they learn to identify strange advertisements and have the apps removed.
__15__ You may start with these questions: Do you ever get tricked by the app, like you think something is a present, but they just show you an advertisement Do they ever force you to watch advertisements to get more fun things in the app
Make a complaint if necessary.Families are pressured into purchasing accounts by some school issued apps.If this happens to you, complain to your school district.
Raising kids in the Internet age means teaching them to distinguish from toys to misinformation when someone is trying to sell them new things or new ideas. __16__
A．Ask your children often.
B．Ask about your kid's preferences.
C．They have to understand the tricks of in app advertising.
D．With proper guidance, kids can grow up to be critical digital thinkers.
E．Instead, they should be taught to be alert, and turn to adults for advice.
F．Then you can read reviews on websites or check the reviews in the app store.
G．Unfortunately, there are no laws restricting how many advertisements can pop up in children's apps.
UNIT 1　课时检测(五)
Ⅰ.阅读理解
语篇解读：本文是一篇说明文。文章主要介绍了四种广告类型：印刷广告、广播广告、电视广告和互联网广告。　　
1．选C　细节理解题。根据第四段中“Television ads originated in the 1940s with the promotion of practical items and political campaigns.”可知，电视广告最开始是为政治服务的。
2．选C　细节理解题。根据第三段中“In this ad method, the advertiser pays the radio station to play their ad during selected breaks between music or a radio show.”以及第四段中“In this ad method, the advertiser pays the local or national TV network to show their ad during selected breaks in the network's regular programming.”可知，广播广告和电视广告的共同之处在于两者都在选定的休息时间播放。
3．选B　推理判断题。根据最后一段中“So how do you create an advertising strategy that works fine This blog post is devoted to the ads and campaigns we can learn from.”可推知，文章接下来将讨论优秀广告的例子。
语篇解读：本文是一篇记叙文。文章主要讲述了Ed通过办报纸来关注社会问题并影响他人的故事。　　
4．选C　细节理解题。根据第二段第一句可知，Ed创办这份报纸是为了反映被忽视的社会问题。
5．选A　推理判断题。根据第三段首尾句可知，Ed对像作者这样讲故事的人是支持的。
6．选B　推理判断题。根据最后一段最后两句可知，“good fight”主要指做值得做和善良的事业，而不是克服经济困难、为自己出名或创造巨大的财富。
7．选C　推理判断题。根据全文内容，特别是最后一段中的“Ed's story proved the value of constancy and expressed the significance of working for good causes for their own sake.”可知，Ed是一个意志坚定且有同情心的人。
语篇解读：本文是一篇说明文。文章主要讲述了消费者和品牌喜欢直播的原因。　　
8．选B　推理判断题。根据第一段最后两句可知，直播作为电商工具是为了推销产品。
9．选A　细节理解题。根据第四段最后一句可知，直播受欢迎的原因之一是客户和品牌之间可以实时互动。
10．选A　词义猜测题。根据最后一段中“because it provides a guarantee that the product is used, accepted and loved”可推测，新进入市场的品牌没有影响力，故选择直播的方式进行推广宣传，以引起顾客的注意。由此可知，画线短语意为“吸引公众注意力”。
11．选C　标题归纳题。通读全文，尤其是第一段第一句可知，文章主要讲直播在中国的热度上升。故C项“中国的直播正在蓬勃发展——以下是它是如何运作的”适合作文章标题。
Ⅱ.阅读七选五
语篇解读：本文是一篇说明文。文章主要介绍了应对儿童应用中广告过多的方法。
12．选G　空前讲到儿童应用当中植入过多广告，空后一句讲到“别担心”，由此可推知，本空应该会讲到植入过多广告的危害或广告过多带来的困扰。故G项“不幸的是，没有法律限制儿童应用中能出现多少广告”承上启下，符合语境。
13．选F　空前一句讲到“在下载前你可以检查应用”，空后一句讲到“当应用中广告过多时人们通常会把不满发布上去”，因此空处讲到的应该是你可以查看评论，故F项承上启下，符合语境。
14．选E　空前提到应用中出现广告时，要确保孩子不会马上玩或下载广告中的游戏；空后一句讲到这样的话，他们学会识别陌生广告，并删除应用，因此空处讲到的应该是儿童看到广告时的正确做法。故E项“而应教会他们保持警惕，向大人寻求建议”承上启下，符合语境。
15．选A　空处为段落主旨句。根据空后的“You may start with these questions”可知，本段主要讲到了要多问孩子问题，故A项适合作本段的主旨句。
16．选D　空处为总结句。根据空前一句“Raising kids in the Internet age ... new ideas.”可知，本句应该会讲到家长正确指导的意义及作用，故D项“有了适当的引导，孩子们会成长为具有判断力的数字思考者”承接上文，符合语境。
4 / 5

展开更多......

收起↑