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1.Reading Advertisements一Nowadays,we canfind advertisementsalmost whereverwe go.We areso usedto themthat weoftendo noteven realizehow manywe seeand hearin aday.I didsome researchon advertisements,andhave somevery importantinformation toshare withyou.What isan advertisementAnadvertisement useswords andpictures topersuade people to buya productor service,orbelieve in an idea.Newspapers,magazines,the Internet,radio andtelevision arethe mostcommon placestofind them.There aretwo maintypes ofadvertisements-commercial advertisementsand public serviceadvertisements PSAs.A commercialadvertisement isone whichsomeone haspaid forto advertiseaproduct orservice.PSAs areoften runfor free,and aremeant toeducate peopleabout health,safety,orany otherproblem that affects publicwelfare.Does an advertisement tellpeople thecomplete truthThere are lawsto protectpeople fromadvertisements thatcheat people.However,we stillmust beaware of theskilful methodsused in ads totry andsell usthings.Even ifan addoes notlie,it does notmean it is altogetherinnocent.One toothpastead declares,Bright-teeth fightsbad breath!This statementtriesto foolyou into assuming that the toothpastecures badbreath,yet it doesnotsay that!All itsays isthatfights it,and thatis notthe samething at all.One grocerytells customers,You areproud ofyourcooking,so shouldn*t youbuy thevery freshestfdod Thisad isvery clever,because ittells customersthey are goodcooks.However,it neversays thatthis groceryhas thefreshest food!The groceryjusthopes thatwhen youread the ad,you willfeel pleasedwith thenice comment,remember thewordsfreshest food9,and makea mentalconnection with the foodin thegrocery.We mustnot fallfor thiskindof tricks.Public serviceadvertisementsNot allads playtricks onus though.PSAs usesome of the samemethods,like attractivepicturesand cleverlanguage,but they are madeto servethe public.PSAs aimto teachus andhelp uslead betterlives.Our governmentunderstands thisand has been usingPSAs toeducate peoplefor manyyears.China begana nationwidepublicserviceadvertising campaignin1996,and sincethen varioustypes ofPSAshave appearedaround thecountry.You haveprobably seenor heardsome of them yourself,suchas,6Yes tolife,no todrugs andknowledge changeslife/These adsdeal withwidespread socialconcerns.There arealso PSAsthat encouragepeopletosupport publicservice projects,such asProjectHope.Its mottois ProjectHope---educating everychild\There areeven PSAsto teachus howto livehealthylives.One of these is,When yousmoke cigarettes,you areslowly killingyourself.All of theseads aremeant tobenefit thepublic,and you can oftenlearn alot byfollowing theadvice theygive.Finally,I wishto tellyou this:think aboutwhy youshould dothe thingstheadsuggests,or buytheproduct orservice thead promotes.When itcomes toadvertisements,we mustall useour intelligenceandnot be a slaveto them!
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1.Project1How doyou buildan ad campaign一Unlike asingle advertisement,anad campaign isa plannedprogrammed ofadvertisements usingvariouskinds ofads toreach acertain audience.When youstart a successful adcampaign,you must havea clearaim and an audience in mind.It isimportant tofigure outexactly what you want to telltheaudience andwhatyouare tryingto get them to do.In anadcampaignyou mayneed toemploy differentkinds of media,including posters,newspapers,magazines,radio andtelevision.There arethree majorquestions you may firstconsider.1Who isthe audiencefor your ad campaignThepeople you want toreach areyour targetaudience.In order to determineyour audience,youwill need todoa littleresearch andanalysis in advance.You willneedtoexplore what the audiencealreadythinks.It isvery important to knowyour audienceso youcan createthe rightmessage fortheright people.2What doyou wantyouradcampaign tosayAfter youhave decidedwho youraudience is,itistime todecide whatyouwantthe audiencetoknow orthink about.It isimportanttoalways tryto appealto theaudienceinorderto getthemto reactina certainway.You cangather thisinformation fromyour research.When planninga publicwelfarecampaign,youmaywant toask yourself:•What doesmy audiencealready knowabout thisproblem•What aspectsof thisproblem wouldthey care about orbe concernedwith•Is theresome historybehind the problem that they would be interestedin•How doestheproblempersonally affecttheir lives3How doyou reachyour audienceThere are lotsof differentways toget yourmessage acrosswhen youare puttingtogether anadcampaign.You mustdecide whatapproach youwanttouse.This decisionshould dependmainly onyourtarget audienceand whichkindsofads reachthat groupbest.
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1.Project2-Anti-smoking adcampaignEvery yearmillions ofpeople around the worlddie due to smoking.Every packetof cigarettescontainspoisonous chemicalsthat canresult inlung cancerand heartdisease.This costscountries alot ofmoneyand causesgreat damageto thewelfare of the people.Therearehuge numbersof smokersin Asia.This iswhy wehave chosenanti-smoking asthe subjectof ouradcampaign.The targetaudience ishigh-school teenagers.Our mainaim isto discourageyoung peoplefromsmoking.Our researchshows that young peoplecareabout their healthand future.We willeducate themaboutthe badphysical effectsof smokingand howsmoking affectsthose peoplearound them.We willexplainall theadvantages ofnot smoking,such assaving moneywhich canthen bespent onother things.Our interviewsalso indicatethatyoung people areconcerned aboutwhat iscool andwhat theirfriendslike.We willshow howsmoking isnot cool or attractive,because itmakes peoplesmell terrible,andgives thembad teeth,skin andfingernails.If wecan convinceyoungpeoplenot tostart,they mightthenurge theirparents andother peopleto giveup smoking,too.Our campaignwill starton31May,World NoTobacco Day.We willput largeposters aroundtheschool withour logoand slogan.Our websitewill providestudents withmore informationabout smoking.We willalso publishan articlein theschool magazineinforming studentsaboutthedangers ofsmoking,and wewill organizean essaycompetition as well.Our slogan:Smoking kills!Many peoplethink thatsmoking iscoolorenjoyable,but theyare notonly fullyawareof thedamage thatitdoesto theirhealth.This iswhy wechose thispicture asour logo.We wantto shockpeopleinto realizingthat manysmokers dieall toosoon fromillnesses anddiseases relatedto smoking.
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2.Reading—The Olympic GamesGood after,students andteachers.As a member of the InternationalOlympic Committee,I amdelightedto have been invitedto yourschool totalk toyou aboutthe historyand significanceof theOlympic Games,ril sharesome interestingfacts andstories withyou,and thenwell havetime forquestion.Do you know whenthe ancient OlympicGamesbegan It was in the year776BC.They wereheld atOlympiain Greeceevery fouryears,for almost12centuries,until AD
394.Some of the sportsfrom theancientOlympicare stillseen today,such asthe longjump,wrestlingand running.At theancient Olympics,by traditionthe athleteswere allmen and they hadto competewearing,no cloths.Single womenwere allowedto takepart in their owncompetition,ataseparatefestival honourof Hera,the wifeof theGreek godZeus.Today,both maleand femaleathletes formaroundthe worldcan takepart,no matterwhat nationthey comefrom.The contemporaryOlympics werefirst heldin1896,in Athens.It wasa Frenchman,Pierre deCoubertin,who broughtthe Olympicsback tolife.He dreamtthat the Olympics wouldmake itpossiblefor peopleof allcountries tolive sideby sidein peace.Now peopleall overthe worldare helpingtorealize thisdream.Among themare manywell-known athletes.Did youknow thatperhaps themost famousboxer ofall timefirst cameto publicattention duringthe1960Rome OlympicsHe wonthe gold medal forthe USA,under hisbirth nameCassius Clay.Afterwards,this youngman wenton to win theWorld HeavyweightBoxing Championshipin1964andlater changehis nameto theone weall know,Muhammad Ali.He returnedto the OlympicGamesinAtlanta in1996to lightthe Olympicflame atthe openingceremony.Another sportsstar Iwould liketo mentionis MichaelJordan.Everyone knowsof hissuccess in the NBA,but doyouknowthat hehelped theUSA basketballteamwin the gold medalatthe1984Los AngelesOlympics Jordanalso returnedto the Olympics aftermanyyears,but unlikeMuhammad Ali,he wasstill competingfor medals.At the1992BarcelonaOlympics,Jordan wonhis secondOlympic goldmedal asamemberof theso-called5Drcam TeamChinese athleteshave alsomade importantcontributions to theOlympicGames.At the1984LosAngeles Olympics,the PeoplesRepublic of China returnedto theOlympics after32years absence.I amsurethe wholeofChinamusthavefelt proudwhen XuHaifeng wonthe firstgoldmedalfor hiscountry.Deng Yaping,who wonfour Olympicgold medalsin1992and1996,is perhapsthe greatestfemale tabletennisplayer the world hasever seen.At the2004Athens OlympicGames,Liu Xiangexcited peopleallover Asiawhen he became thefirst Asiantowin the goldmedal in the mens110-meters hurdles.The Chineseled the way atthe2008Beijing Olympics,winning51gold medals.For thefirst timeinhistory,the Chinesewomens gymnasticsteam wonthegoldmedal.However,the athletethat somepeopleremember mostwas ZhangNing,a formerbadminton champion.At theage of33,she medalinthe finalmatch.These aresome oftheOlympicathletes who have broughtjoy topeople achievement.We arelookingwith theirattempts to push theboundaries ofhuman OlympicGames.Join mein wishingtheOlympic Movementasuccessfulfuture tomatch itspast glory.Thank you.Now,are thereany questions
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2.Project1How doesa sportenter theOlympics一Entering a sport into theOlympicscan bea longprogress.Therearemany requirementsthat mustbemet beforeasportcan beconsidered by the InternationalOlympic CommitteeIOC.First,a sportmusthave itsown internationalassociation.Next,it must be practicedby menin atleast75countries onatleast fourcontinents,or practicedby womenin atleast40countries andon threecontinents.Thats notall.In orderfor a new sportto added,another sportmustbedropped.This helpsthe IOCkeep theOlympicbudget undercontrol.Which onesare outSomesports thatwere partoftheOlympics in the pasthavebeenremoved.These includefamiliarsports,such asbaseball,as wellas moreunusual sports.Such aspower boating.These sportswere judgedtohave becomeless popular,and hadto makeway fornew sportswhich aremore popular.Which onesare inSomesports havebeen added,such astae kwondo,which wasfirst includedin theOlympics in
2000.The IOCis planningto changesome ofthe sports inthenext fewyears.In2016,rugby andgolf,which wereearlier playedattheOlympics and then dropped,will beincluded again,as theyare nowverypopular andare playedall aroundthe world.Which onesare stilltryingWushu isstill applyingtogetinto theOlympics.The IOChas stillnot approvedthe sportdueto theconcern aboutthe balanceof sports---there arealready manyother sportsintheOlympics thatareconnected changingthe numberand typeof Olympicsportsinthe future,so wushufans mayfinally getwhattheyarehoping for.
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2.Project2Winning isnteverything一It wasnear theend ofthe footballmatch,and neitherteam hadscored.The captainofthe Eaglespassed the ball toa teammate,and thenran downnear the Kangaroos9goal.His teammatepassed theballback tohim,but theshot was too high.The Eagles captain knockedtheball totheground withhis hand,and thenkicked itand scored.The refereeblew thewhistle;the matchwas overand the Eagles hadwon.Of course,the goalshould nothave counted.However,now itwastoolate.Later,a reporterasked theEaglescaptainwhat hadhappened.We won,and thatis allthat matters/The captainsaid.The Kangarooswere outofthe tournament whiletheEaglescontinued on.However,with therefereesnow keepinga closewatch ontheEagles,they struggledand losttheir nextmatch.Afterwards,they complainedthat thereferees hadbeen unfair.The Eagleswent homeangry andbitter because they didnot winthetournament.Meanwhile,theKangaroos went home andtrained harderthan before.In thenext tournament,theKangaroosdefeated theEagles bya scoreof5to
1.They wenton tothefinal matchagainst the Bears.The matchwas tiedwith minutesto go.The Kangaroos5captain wasnearthe Bearsgoal.A teammatepassed theballtohim,and byaccident ithit hishand.The Kangaroos9captain stoppedthe matchand letthe Bearshave theball.Within minutes,the Bearsscores andwon.Later,a reporterasked theKangaroos captainwhat hadhappened.They won/the captainsaid Theywere thebetter team/The Kangarooswenthomeproud thatthey haddone theirbest.Many ofthe kangaroos9playersbecame friendswith theplayers ontheBearsteam forthe restof theirlives.In defeat,the Kangaroosfoundsomething moreprecious thanvictory—the foundfriendship,honour andrespect.
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3.Reading-Not justwatching afilmRealCine—virtual realityfor everyoneThispresentation willgive yousome informationabout RealCine:how itworks,why itis betterthana film,and howit canbe usedin otherways.The RealCineexperience willamaze you,and youwill agreethatthis isan extraordinarytechnology thatdeserves tobe developedfurther.The technologybehind RealCineis virtualreality VR.Unlike afilm,where apassive audiencewatchesand hearswhat ishappening ona screen,RealCine putsyou into the actionand connectswithyour sensesof sight,hearing,smell and touch inan activeway.Imagine thata VRuser goessightseeingin theHimalayas.Not onlywill he or shefeel everystep ofclimbing MountQomolangma,but theuserwill alsoexperience thecold,smells,sights andsounds ofthe surroundingenvironment;he or she willenjoya feelingof happinessandasense ofachievement uponreaching thetopRealCine worksby makingthe usersfeel thattheyarereally inanewworld-a worldthat doesnotexist exceptina computer program.To achievethis,special VRheadsets aredesigned toallow theusersto seein3-D andhear thesound allaround them.The movementsoftheheadset indicatethe directioninwhich theuser wantsto go.The useralso wearsspecial glovesso heorshecan touchthe peopleandobjects thatheorshe sees.To addtothevirtual worldof RealCine,the headsetseven havesmallopenings thatgive outsmells tomatch theenvironment.Both theheadsets and the glovesare connectedtoa computernetwork inthe VR studio.In scientificstudies ithas beenshown thatVR canbeagood treatmentfor peoplewhohavesocialproblems.In onecase,a teenagerwho wasafraid oftalking andplaying withhis schoolmateswas treatedwith VR.In theworld createdby RealCine,hebecamethe captainoftheBrazilian footballteam andscoredthe winninggoal ina WorldCup final.This encouragedhim tobecome moreconfident aroundothers.An argumenthasbeenput forwardthat someusers willbe disappointedby RealCinebecause VRisnot real.However,withVRwe areable todo thingsthat couldnever beachieved inreal life.For example,with theaid ofRealCine,a scvcnty-ycar-old grandfatherrecently tooka tripto Africa.In reality,he isdisabledand canno longerwalk,but hewas able to seeandtoucha lionwhile stillintheconvenience oftheVRstudio.Besides this,VR canbe usedto practiceskills ina secureenvironment thatotherwise wouldbequite dangerous.For example,fire fighterscould useRealCine totrain safely,without therisk ofgettinginjured ina burningbuilding.It couldbe usedin classaswell.Teachers couldbring historyalive byplacingstudents inan ancienttown,or theycould teachbiology byallowing studentsto experiencetheworld asa whaleor asquirrel.Finally,RealCine providesfantastic technologyfor urbanplanning.Engineers canenter thedesignof aneighbourhood into acomputer,andthenuse VRto walkaroundtheneighbourhood,see howitlooks andmake changesbefore constructionis carriedout.This kindof urbanplanning isinthelong termcheaperand morepractical,compared withthewaymost urbanplanning isdone today.I recommendthegovernment usethis technologyinthe future planningof thiscity.
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3.Project1Journey tothe CentreoftheEarth一In1863,professor OttoLindenbrock founda secretmessage inan oldbook hehad recentlybought.The messagespoke ofa triptothecentre ofthe earththrough avolcano inIceland.Immediately,he gothisthings packedand wentto Iceland,forcing hisnephew Axelto gowith him.In Iceland,the professorhired aguide namedHans.When thethree ofthem reachedthe volcano,they journeyedunderground througha smallcave.After manydays,they cametoavast roomwith alargeocean inside.On theshores ofthis ocean,there wasa forestand hugemushrooms.High above,thesky wasfilled withgas thatgave offlight likethe sun.The threemen builta smallboat andset sail.All ofa sudden,two dinosaursrose tothe surfaceandbegan tofight eachother.The smallboat wasalmost sunkbythedinosaurs beforethey wereable togetaway.They sailedto shoreand exploredthe forest.They cameacross hugeinsects andmany strangecreatures.As theywere wanderingaround,they noticeda mansitting againsta treeinthedistance he一was atleast fourmeters tall.The menbecame afraid,and ranback tothe boat.They setsail again,and sawwhat looked like anexit,but itwas blockedby rockswhich hadfallendown fromthe ceiling.They madea bombto blowup therocks.After thebomb exploded,their boatrushedwildly forwardintoalarge hole.The boatfloated downwiththewater.Itwastoo fastfor themtoescape.They couldonly holdon tothe boatin terror.Finally,they reachedthe bottomofthehole.Then thewater begantopushthem up.They floatedupwardsfor miles.The waterrushed beneaththem,pushing themout into the sunlight.They nowfound themselvesinavolcano inItaly-their adventurewas over,but anew onewas abouttobegin.
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3.Project2The Time Machine一Here ismy timemachine.This iswhere yousit,and withthese twowhite handles,youcantravelinto thefuture orthe past.I finishedthe machinejust lastweek anddecided touse itto seethefuture.As Ipulled thehandle,theworldaround mebecame foggy.Days andnights zippedby andeverything changedbefore myeyes.Buildings andcities appearedand disappearedinaflash.Finally,I hearda loudthunder,and everythingstopped.There wasa cityin front of methat appearedvery oldand worn.I wasnow inthe yearAD802,701,and mankindhad evolvedinto tworaces,the Eloiand theMorlocks.The Eloiwere smalland likechildren.They livedabove theground andspent allof theirtimeat play.Unlike the Elois,the Morlockslookedlikewhite beasts.They livedunderground,where theykeptmachine runningso thatthe Eloiwouldbehappy andwell fed.At first,I thoughtthattheEloi hadforced the Morlocks todo allthe workso thattheEloicould play.However laterI cameto seethat Ihad thewrong impression:theMorlockswere thereal masters.Theytook careoftheEloi becausethey livedby killingand eatingthem.The Morlockseven triedto catchandkill me,but luckilyI wasabletousetheTimeMachineto escape.I thentravelled30million yearsintothefuture.I wasnow ona beachwith anocean infrontofme,but there was neitherwind norwaves,and thereseemed tobe littlelife.I wentstill furtherintothefuture,andthesun grewlarger,redder anddarker,andtheEarth becamecold andcovered infrost.Everythingwas still-therewasno lifeor movementatall.As theworld turnedto completedarkness,T pulledthe otherhandle,and foundthat myselfback inmyhouse inthe presentday.Only threehours hadpassed.。