Transcript Document

高中基础(2241期20150324)
1版
Crest Isn’t Smiling Anymore
Pre-reading
• Have you ever been
misled by false
advertisements? What
were they?
• Why do you think
advertisers tend to make
exaggerated claims?
Would you do so if you
were an advertiser?
2
Pre-reading
SCAN AND ANSWER
Scan the article and decide if the following
statements are true (T), false (F) or not
given (NG):
T
1. Crest was fined six million yuan for
false advertising.
F
2. The ad by Crest features Dee Hsu
and her sister Barbie Hsu.
NG
3. Ben Cavender is a senior analyst of
the Chinese market.
T
4. Last year, advertisers pumped about
44 million yuan into the economy.
3
While reading
Word bank:
… by imposing such a
big fine on Crest, the
government is showing it
is “serious about
enforcement and that it
may not turn a blind eye
towards fake product
claims anymore.”
impose … on/upon 将……强加于
be serious about …
认真对待，动真格
turn a blind eye towards …
视而不见，睁一只眼闭一只眼
4
While reading
Word bank:
And because of fierce
competition in the
marketplace, companies may
be tempted to make
exaggerated claims about their
products to gain advantage.
This is why truth-in-advertising
laws are necessary—they keep
companies in line and the
public protected.
fierce competition 激烈的竞争
be tempted to do something
受诱惑而做某事
exaggerated adj. 言过其实的
gain advantage 获得好处
keep … in line 使……符合规定
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While reading
Word bank:
But we shouldn’t be too hard
on advertisers. They pumped
about 44 billion yuan into the
economy last year and …
Without advertising, the media
we enjoy for free or at a low
cost might disappear.
be hard on somebody 严厉对待
pump … into 注入（资金）
for free 免费地
at a low cost 低价地
While reading
VOCABULARY EXERCISES
Fill in the blank with the proper form of the given
word:
advertiser
advertisement in the paper.
1. I’m ringing about your _____________
advertising campaign will increase our
2. A good _____________
sales.
advertised as the “journey of a
3. The cruise was _____________
lifetime.”
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While reading
VOCABULARY EXERCISES
Fill in the blank with the proper form of the given
word:
exaggerated
exaggerate every little difficulty.
1. Don’t _____________
exaggeration hundreds of
2. There were, without _____________,
applicants for the job.
tempt
temptation
1. He had the strength to resist the _____________.
tempting
2. The fish looks very _____________.
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While reading
VOCABULARY EXERCISES
Fill in the blank with the proper form of the given
word:
advantage
advantageous to travel by coach.
1. Lower fares make it _____________
disadvantage
2. Lack of qualifications is an obvious _____________.
precise
precisely
1. Let me explain to you _____________
what I am going
to do.
precision is extremely
2. In a laboratory situation, _____________
important.
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While reading
VOCABULARY EXERCISES
Choose an appropriate phrase from the box and
translate the following sentences into English:
be hard on …
at a low cost
impose … on …
turn a blind eye to …
1. 史蒂文过去总是对学校规章制度视而不见。
Steven used to turn a blind eye to school regulations.
2. 这家公园对采摘鲜花的游客处以50元罚款。
The park imposes a fine of 50 yuan on visitors who pick flowers.
3. 别对她太苛刻了，她目前的处境很是艰难。
Don’t be too hard on her. She’s having a very hard time at the moment.
4. 我这本百科全书买得很便宜。
I bought the encyclopedia at a low cost.
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While reading
COMPREHENSION
Choose the best answer:
1. Dee Hsu’s teeth became whiter and brighter because
________.
A. she used the new brand of toothpaste made by Crest
B. she had just seen a dentist
C. Crest forced her to make her teeth look nicer
√
D. Crest made her teeth look nicer by technical means
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While reading
COMPREHENSION
Choose the best answer:
2. Ben Cavender ________ the government’s decision to
impose a fine on Crest.
A. can’t believe
B. disapproves
√
C. is in favor of
D. feels angry about
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While reading
COMPREHENSION
Choose the best answer:
3. Which of the following statement is TRUE?
A. Crest refused to pay the fine.
B. The ad in question is about a new product of this year.
C. Only newspapers and magazines may depend on
advertisements to survive.
√
D. The government used to turn a blind eye to fake
product claims.
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While reading
COMPREHENSION
Answer the following question:
1. Why do companies tend to
make exaggerated claims
about their products?
Because they want to gain
advantage and make their
products stand out among
fierce market competition.
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While reading
Answer the following question:
2. Why does the author think
that the government shouldn’t
be too hard on advertisers?
Because advertisers are
essential to the media. They
also help to boost the
economy and bring our
attention to useful products
and services.
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GRAMMAR TIP
Language study
Given how questionable a lot of advertising we see in
China is, this is probably a good thing.
☞ 经典句型：Given …, …
相当于：Considering …, …
此处位于句首的given是一个介词，解释为“考虑到，鉴
于”，用来引导一个表示原因的状语。这个句子也可以改
写成：Considering how questionable a lot of advertising we
see in China is, this is probably a good thing. 或者Because a lot
of advertising we see in China is questionable, this is probably a
good thing.
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YOUR TURN
Language study
I. Rewrite the sentence using “Given …”
Because the issues involved are complex, a summary of the
discussion is difficult.
Given the complexity of the issues involved, a summary
of the discussion is difficult.
II. Translate the sentence into English using “Given
that …”
考虑到他们缺乏经验，这工作他们做得算是不错了。
Given that they lack experience, they’ve done quite a
good job.
III. Create your own sentences using “Given …” or
“Given that …”
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After reading
Question for further discussion:
What do you think of some teens touching up their
photos using software like Photoshop though the effects
are not true? Have you ever done so?
Hints:
It’s common among teens to touch up
their photos though the effects are not true—
everybody loves to make himself/herself
look nicer. But it is important to realize that
there’s no precise definition of “beauty,” and
one should learn to accept and appreciate
his/her natural beauty …
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