Unit1 The Dimensions of Advertising
1. There are two basic types of advertising, informative advertising and persuasive advertising.
2. sponsored events
Unit2 The Evolution of Advertising
1. The history of advertising falls into four eras.
2. "Soft-sell" advertising creates images through a slow accumulation of positive messages than "hard-sell" approach.
3. AAAA(American Association of Advertising Agencies)
brand equity
Unit 3 Advertising &Marketing Process
1.marketing mix
Unit 4 Marketing Communication Tool
1. The fellowing are important for advertising success:
High primary demand trend;
Chance for significant product differentiation;
Hidden qualities highly important to consumer;
Opportunity to use strong emotional appeals;
Substantial budgets to support advertising.
2.cents-off promotion
Unit6 advertising research
1. Research is the backbone of advertising and marketing.
2. Four areas are commonly addressed in strategic research: marketplace, consumer, corporate, product research.
Unit7 Consumer behavior
1. Those acts of individuals directly involved in obtaining and using economic goods and services, including the decision process that precedes and determines these acts.
2. The concepts, values, and behavior that make up a culture are learned and passed down from one generation to the next.
Unit8 Advertising Strategy & Planning
1. Marketing plan describes how all the elements——product,pricing,distribution,and promotion——should be employed to maximize the impact of the total effort.
2. In many respects marketing resembles a war, and the marketplace a battleground.
3. creative platform
Advertising slogan
Say it with flowers.
We lead．others copy.
Buy one，Get one free.
Down with blood sugar. Up with your life.
Double delicious. Double your pleasure.
Careless talk costs lives.
Hero Meets Hero.
A friend in need is a friend indeed.
Eye it. try it. buy it.
Where there is a way, there is a Toyota.
Where here's a will, there's a way.
Good to the last drop.
Unit 9 Creative Strategy
1. The creative strategy state ment is essentially an extension and elaboration of a brand’s marketing strategy principles into the brand’s advertising or creative area.
2. The fellowing kinds of ideas will ordinarily appear in a creative strategy:
A concise statement of the principal benefit offered by the product ;
A statement of the principal characteristics of the product which makes it possible to claim this benefit ;
A statement of the character or personality which is to be built for the product and which will be reflected in the mood, tone, and overall atmosphere of the advertising;
A statement of what the product is how to use it .
3.celebrity endorsement ad
Unit10 Advertising Execution
1. The arrangement of an ad’s physical elements—visuals, text, etc—is called the format.
2. major selling idea
action
desire
conviction
comprehension
awareness
Advertising pyramid Copywriter’s pyramid
Unit11 Advertising Media
1. Major media decisions in advertising are that relate to media selection and media scheduling.
2. A number of quantitative criteria are available for evaluating the media plan.
These include cost per thousand, reach, frequency, impressions, and gross rating points.
3.digital media
Unit12 Public Relations
1. Counteracting negative publicity is the damage control function.
2. The public relations have six primary objectives: Promoting goodwill; promoting a product or service ; preparing internal communications ; counteracting negative publicity; lobbying ; giving advice and counsel.
Unit13 Advertising agency
1. Ad agencies can be classified by two categories: full-service agencies and specialized service agencies.
2. Agency purchases advertising places and time in varioues media on behalf of its clients to find customers for their goods and services
3. A Media buying service is an independent organization that specializes in selecting media to fit the advertiser's strategy, and buying the specific time and space, particularly on radio and television.
4. Advertising agency is an independent organization of creative people and business people that specialize in developing and preparing marketing and advertising plans, advertisements, and other promotional tools.
4. A full-service agency offers its clients a full range of marketing, communications, and promotion services, including planning, creating, and producing ads, performing research, and selecting media.
补充
prime time
staff only
public service announcements
英语期末考试----12月26日 （一）题型： 1.听力(10个短对话&2个短篇文章--10个问题) 2.阅读（3篇，其中一篇从第二册快速阅读的1--5单元中出） 3.单词（3，4，6单元A课文课后练习中vocabulary&word-building） 4.完型 5.翻译（3，4，6单元A课文课后练习中汉译英部分；以及3，4，6A课文中一段的段落进行英译汉） （二）单词&短语 1. I firmly believe that this agreement will be for our mutual benefit. 我坚决相信这份协议有利于我们的共同利益。 1.People have bought these houses under the illusion that their value would just keep on rise. 人们买房子是基于它们会增值这种幻象。 2.The project has been canceled by the local government for lack of public resources. 由于缺乏公共资源，当地政府取消了这个项目。 3.The clerk must have overlooked your name, because he said you were not here. 书记员一定是漏掉了你的名字，因为他说你不在这。 4.The speaker said something about the actors and then proceeded to talk
about the film. 发言人说了一些演员的事情，然后继续介绍电影。 5.Differences of opinion are often the most difficult problem to resolve. 如何处理各种不同的意见是最难解决的问题。 6.When he looked for a job, John strongly felt that there was a widespread prejudice against men over forty. 在找工作的过程中，约翰强烈的感觉到针对年过四十的男性的那种歧视。 7.Children should be encouraged to reach a compromise between what they want and what others want. 应该鼓励孩子们在他们自己和他人的所想所愿中找到折中点。 8.The discovery seems to confirm that people lived here over 100 years ago. 这个发现印证了此处一百多年前有人居住。 9.The book was first published in 1994 and was subsequently translated into fifteen languages. 这本书首次出版于1994年，而后被译成15种语言。 10.Mind your own business. My affairs have nothing to do with you. 管好你自己吧。我的事与你无关。 11.Having worked in the company for two years, Mr. Smith is now taking care for marketing and public relations. 在公司工作两年后，史密斯先生如今负责市场营销和公共关系。
六年级上册复习要点 Unit1 How can I get there? 一、重点单词： 地点：science museum科学博物馆, post office 邮局, bookstore 书店, cinema 电影院, hospital 医院 动作：go straight 直走, turn left/right 左转、右转 方位：in front of :在···前面, behind 在···后面, near在…旁边, next to 紧挨着,beside 在旁边 over 在…上方, on the left 在左边, on the right 在右边 二、重点句型： （1）Is / Are there…？某处有某物吗？ 肯定回答：Yes, there is/are. 否定回答：No, there isn’t/aren’t. （2）Where is the + 地点？... ... 在哪里？ It’s + 表示地点的名词. 它... ... 例句：Where is the cinema? 电影院在哪？ It’s next to the bookstore. 在书店的旁边。 （3）How can + 主语+get（to）+ 地点? ... ...怎么到... ...? （如果get后面接的词为副词，则要省略介词to.） 例句：How can we get there? 我们怎么到那儿？ 同义句型：Can you tell me the way to + 地点？-----Which is the way to + 地点？ ( 4 )Where is + 地点？ ( 5 )Turn left/ right at+ 某地. Turn left at the bookstore. 书店左转。 Unit 2 Ways to go to school? 一、重点单词/短语： 交通方式：by bike /bus /plane /subway /train /ship /taxi /ferry 骑自行车/乘公共汽车/飞机/地铁/火车/船/出租汽车/轮渡 take the No.57 bus 乘57路公共汽车 on foot =walk步行 其他：slow down慢下来, pay attention to 注意, traffic lights 交通信号灯, look right 向右看,
《大学英语1》期末考试综合复习资料 I. Use of English(20%)—交际英语，共10道选择题，每题2分，共20分。 II.Reading Comprehension (40%)—阅读理解，4篇文章，共20道选择题，每题2分，共40分。 III.Vocabulary and Structure(30%)—词汇与语法，共30道选择题，每题1分，共30分。 IV.Cloze Test (10%)—完形填空，共10道选择题，每题1分，共10分 I. Use of English (10×2) Directions:In this part there are 10 incomplete dialogues. For each dialogue there are four choices marked A, B, C and D. Choose the ONE answer that best completes the dialogue. Then mark the corresponding letter on the Answer Sheet with a single line through the center. 1. —Excuse me, could you please tell me how to get to the railway station? —____________ A. No, I couldn?t. B. Sorry, I don?t know. I?m new here. C. I couldn?t tell you. D. You can?t ask me. 2. — What day is today? — _____________. A. Today is March 24. B. Today is not bad. C. Today is sunny D. Today is Saturday 3. —How do you do? Glad to see you. — _________________________ A. How are you? Me too. B. How do you do? Glad to meet you. C. I am fine, thank you. And you? D. Nice, how are you? 4. —I?m sorry. Bob?s not in his office. — _________ A. Can you take a message for me? B. Are you sure for that? C. Would you like to leave a message? D. Can you phone me? 5. — How long have you lived in London? — __________. A. I moved here from Paris B. My whole life C. I?ve worked here for almost 10 years D. I?ve never traveled there 6. —Good night and thanks again.
My husband is in the hospital with cancer and has been seriously ill for a month. He was always 1. slender , but he has lost a lot of weight. I find myself2. astonished that I hardly recognize him. Now, his yellow skin hangs 3.loosely on his skeleton, as he lies there unaware. A machine next to the bed records his slow 4. pulse . I have sat here waiting for some 5. hint of life—a finger movement, anything—but there is never any change. Time seems to stand still and I feel my own pulse 6. quicken and hear my own breathing. Doctors and nurses come in and out at 7. intervals and look at his charts. Our eyes meet and somehow, together, we become 8. aware that this is a special moment for us. I know that he would want me to be bold and show strength as he always had. He is the man who 9. volunteered at countless community associations while he himself was ill. He is a man with 10. responsibility who never needed a calendar to remember a friend or relative's birthday or our anniversary. It is my duty to show how proud I am to have been a part of this great man's life. Is teaching important? Well, of course it is. There was a time when all necessary knowledge could be taught to the young by family members. But as societies became more complex and division of labor more common, it was impossible for family members to teach the information and skills young people needed to become useful members of the society. As the need for specialists appeared, the job of teaching came into being in our country, and teaching as a job has been of increasing importance over the past one hundred years. Today, we have strict rules for teachers. We hope all children can go to school. Many things tell us that teaching is indeed an "important" job. In recent years, there has been an increasing need for teachers to be "responsible". This means that the public expects teachers to succeed in teaching important information to the young. Teachers' salaries today, while not much, certainly are much higher than they were in the past. These increases have come about because people have realized that quality people, individuals who are highly able to teach, will not do it if they are not offered enough money. Today almost no one says that "anybody will do" for a teacher. The public expects "quality people" to teach the young, and progress is being made to give salaries that will make people who have abilities become teachers 1. In the author's opinion, the job of a teacher ___D_____. A. is done best by family members B. is too complex for most people C. is free of rules . D. is important for society 2. The cause for the new job of "teacher" was _____B___. A. the increased importance of labor B. the need for specialists C. the strict rules of the government D. the increased number of children in school 3. According to the writer, ___A_____ is on the increase nowadays. A. a need for teachers to have responsibility for themselves B. a need for teachers to teach responsibility to students
北师大版六年级英语上期末复习整理 一、（一）26个字母 （二）三个单元动词过去式集锦 原形过去式原形过去式am/ is 是was watch看watched are 是were clean洗cleaned have/has有had visit 拜访visited eat 吃ate want想wanted do做did help帮助helped see看saw wash洗washed go 走went paint绘画painted give给gave jump跳jumped run跑ran decide决定decided come来came play玩played
take拿took win赢won 二、Unit1 （一）重要词组 1.在宇宙飞船里in a spaceship 2. 一位宇航员an astronaut 3.在月球上on the moon 4.在太空里in space 5.做梦have a dream 6.上英语课have an English class 7.玩的愉快have a great time （二）重要句子 1. 你昨天在哪里？我在宇宙飞船里。 Where were you yesterday? I was in a spaceship. 2.他昨天在哪里？他在月球之上。 Where was he yesterday? He was on the moon. 3.那儿没有树。 There were no trees. 4.那儿没有水。 There was no water. 三、Unit2 An Accident （一）重要词组 1.看电视watch TV 2.看电影watch a film 3.打扫房间clean the room 4.拜访朋友 visit a friend 5.帮助妈妈 help Mom 6.游泳 go swimming
Unit 1 C 1.The younger generation should continue to sustain and develop our fine traditions and long-standing culture. 2.In the course of preparing one’s speech, one should be clearly aware of how one could make effective use of statistics and examples to bolster one’s point of view. 3.An impromptu speech is one of the speaking skills that college students should learn and develop through practice. 4.By using simile and metaphor, you can make your language more vivid and more attractive to your audience. 5.The proper examples you cite might help reinforce the impression on your listeners and make your viewpoints more convincing. 6.When you are speaking, you should choose common and easy words and at the same time avoid clutter in your speech.
pep小学英语总复习资料 一：学生易错词汇 1. a, an的选择: 元音字母开头的单词用an，辅音字母开头的单词用a. 2. am , is , are的选择: 单数用is , 复数用are. I 用am , you 用are. 3. have , has 的选择: 表示某人有某物。单数用has , 复数用have. I ,you 用have . 4. there is, there are 的选择:表示某地有某物，某人。单数用there is , 复数用there are. 5. some, any 的选择:肯定句用some, 疑问句和否定句用any. 6. 疑问词的选择:what (什么) who (谁) where (哪里) whose (谁的) why（为什么）when(什么时候）which（哪一个）how old (多大) how many （多少）how much（多少钱） 二：形容词比较级详解 当我们需要对事物作出比较时，需要用到比较级。比较级的句子结构通常是： 什么+ 动词be (am , is , are ) + 形容词比较级+ than（比）+ 什么,如： I’m taller and heavier than you. （我比你更高和更重。） An elephant is bigger than a tiger. （一只大象比一只老虎更大。） 形容词的比较级是在形容词的基础上变化而来的，它的变化规则是： ①一般的直接在词尾加er ，如tall - taller , strong - stronger , ②以e结尾的，直接加r ，如fine – finer , ③以辅音字母加y结尾的，先改y为i再加er，如funny - funnier ④双写最后的字母再加er，如big – bigger, thin – thinner ,hot – hotter ☆注意☆比较的两者应该是互相对应的可比较的东西。 典型错误：My hair is longer than you.（我的头发比你更长。） 比较的两者是我的头发、你（整个人），那么比较的对象就没有可比性。 应该改为：My hair is longer than yours. 或My hair is longer than your hair. 三：动词过去式详解动词的过去式的构成规则有： Ａ、规则动词 ①一般直接在动词的后面加ed：如worked , learned , cleaned , visited ②以e结尾的动词直接加d：如lived , danced , used ③以辅音字母加y结尾的动词要改y为i再加ed（此类动词较少）如study – studied carry – carried worry – worried （注意play、stay不是辅音字母加y,所以不属于此类） ④双写最后一个字母（此类动词较少）如stopped Ｂ、不规则动词（此类词并无规则，须熟记）小学阶段要记住以下动词的原形和过去式： sing – sang , eat – ate , see – saw , have – had , do – did , go – went , take – took , buy – bought , get – got , read – read fly – flew , am/is – was , are – were , say – said , leave – left , swim – swam , tell – told , draw – drew , come – came lose – lost , find – found , drink – drank , hurt – hurt , feel – felt 四：动词现在分词详解动词的ing形式的构成规则：
第二部分样题一 一、交际用语（共计10 分，每小题2 分） 1~5 题：选择正确的语句完成下面的对话。 1．— Hi, Wang Xin, nice to meet you! — Hi, Liu Hui. A． Nice to meet you too. B． How do you do ？ C． I'm fine, thank you. 答案： A 解析：本题考查“互相问候”的交际用语。第一说话人以nice to meet you （见到你很高兴）问候对方时，答语 应用 nice to meet you too 来回应，所以答案是A。 2．— How about going to the class together ？ — A． Of course not. B． That sounds great. C． I don't like it. 答案： B 解析：本题考查“提出建议”的交际用语。第一说话人提出一起去上课的建议，如果赞同，根据给出答案，答 语应该是这听起来不错；如果不赞同，则应委婉礼貌地拒绝， C 答案语气太强硬，不太礼貌，所以答案是B。3．— Thank you for sharing this with me. — A． Nothing. B． You can share, too. C． My pleasure! 答案： C 解析：本题考查“回复致谢”的交际用语。My pleasure 是 It's my pleasure 的缩写，意为“不客气、很荣幸”。 常见的表达“不客气”的短语还有：You are welcome/don't mention it/Sure thing 等，所以答案是C。 4．— What will you buy for the Spring Festival ？ — A． I will buy gifts for my family. B． Clothes are on sale. C． I want to go shopping. 答案： A 解析：本题考查“购物”的交际用语。“新年到了，你想买点儿什么呢”，应作出针对性的回答，即为 A 项：“我 想买些礼物送给家人” ；其余两项回答不够清晰，所以答案是A。 5．— — It's dark brown. A． How about his weight ？ B． Is he a tall guy？ C． What color is his hair ？ 答案： C 解析：本题考查“表示询问”的交际用语。第二说话人回答的“dark brown 深褐色”是颜色，因此推断出第一说话人应该是询问跟颜色有关的问题，所以答案是C。 二、词汇与结构（共计30 分，每小题2 分）
Ｕnｉt 1 Ｔａsk 2 A ｃonｔrａｒy to ?ｉｍplｉcit asｓertion look uｐａdａpｔed Sustaiｎunｂiａｓed In tｈe course of ｍetaｐhor ｃｌuｔteｒ B bolsteｒｃｒediｂle impromptu spaｒｉngｌｙａnecdotｅ Crｅｄentials tｅstimony hypｏtheticａl paraphrase juxtａposition Taｓk 3 Traｎsｌaｔiｏn B.发言提纲是有效发言的基础。通过写发言提纲，你可以确保你的思想是相关联的，你的思路从一点谈到另一点，你的讲话结构是连贯的。通常，准备讲演你可以采用两种提纲方式：详细准备提纲和简单发言提纲。 在准备发言提纲中,应该写出你的特定目的及中心思想，并以连贯的方式确定主要观点和次要观点,发言提纲应该由简要的提要组成，这些提要在你讲话时能够给予你一些帮助。发言提纲还应该包括帮助你记忆的重点词或重点短语。在写发言提纲时,可采用准备提纲的模式，尽可能使你的发言提纲简要，同时，要确保提纲清晰，易于辨认。 C．１. Tｈe youｎｇeｒgｅnｅrａtiｏn should coｎtinue to susｔain and dｅｖelopｏur fiｎｅtｒａdiｔions and ｌoｎｇ-staｎdｉｎg ｃulture. ２. Iｎtｈe coｕｒsｅof preｐaｒing one’s spｅech, one shoｕld be ｃleａrｌy a ｗarｅof how ｏne coulｄmaｋe efｆeｃｔive ｕｓｅofｓtatistiｃｓａn ｄｅｘaｍｐｌeｓｔo ｂolｓter ｏnｅ’s point of view. 3．Ａｎimpromptu speｅch isｏnｅof tｈｅspｅａking skilｌs thａt college students shoｕld leａrｎａnd deｖelop through praｃtice． 4.By uｓing sｉmile ａnd meｔaphoｒ, ｙou can mａke yｏur ｌaｎguａge moｒｅｖivid andｍore attractｉve ｔo yｏur audieｎce. 5．Ｔhe proper exampleｓyou cite might hｅlp rｅinforcｅtｈｅｉmpression ｏn your listeners aｎd make your viｅｗpointｓmｏre conｖinciｎg. 6. Wheｎyou are speａkiｎｇ, ｙｏu shouｌd chｏosｅｃoｍmon ａnd easy wｏrdｓandａt the same ｔime aｖoid cluｔteｒin you spｅeｃｈ. 7．Ｗhen yoｕwrｉｔe a papｅr，ｃitiｎg thｅvieｗｓfrom sｏmｅｅｘpｅｒｔｓis a good way ｔo ｍake ｙｏur iｄeａs morｅｃreｄible. ８. A goｏd metｈod ofｄｅlivering a spｅｅch ｗilｌimprove iｔs qualｉｔy anｄwｉｌl heｌp coｎvey the ｓpeaｋers’ ｉdｅas clearlｙandｉｎteｒeｓｔingly. 9.Ｙｏｕｓhoｕｌdｍｏt blinｄｌy use a word tｈａt you aｒe ｎot sur ｅaｂｏut, and if you aｒe noｔsuｒe, lookｕp the word iｎa dｉctiｏnary. 10. Your lａnguａge should adaｐtｔo the partｉcuｌar occasion aｎd audie ｎce. Iｆyｏur laｎgｕagｅｉs appropriaｔe in aｌｌresｐeｃtｓ,your speech iｓsuccessｆul． D.Bｅfoｒe you deｌivｅr an acａｄeｍｉc speeｃh, ｙou ｓｈould，ｆｉｒ
英语总复习虚拟语气综合分类解析(1) 一、初中英语虚拟语气 1．If I ____ a candle, I would light the world bright. A．am B．are C．be D．were 【答案】D 【解析】 试题分析：句意：如果我是一根蜡烛，我将点亮这个世界。if I were 如果我是…，were虚拟语气，be动词都用were,故选D 考点：if条件句的虚拟语气 点评：if条件句的虚拟语气，是中考要求掌握的知识点，分为三种情况： 表示与现在事实相反的情况，从句谓语动词用一般过去式（be用were），主句谓语动词用should/would/could/might +do;2.表示与过去的事实相反的情况，从句谓语动词用过去完成时，主句谓语动词用should/would/could/might+have done;3.表将来的事实相反的情况，从句谓语动词用should+动词/did/were to do，主句谓语动词用should/would/could/might +do。 2．If I ___ you, I ___ be afraid . A．was, wouldn’t B．were, won’t C．were, wouldn’t 【答案】C 【解析】 试题分析：根据语境可知此句的含义是如果我是你，我就不害怕。考查的是虚拟语气的基本用法。条件用过去时，主句要用过去将来时，故选C。 考点：虚拟语气 点评：虚拟语气其实就是if引导条件状语从句时，词义为“如果”，不过这个条件是无法实现的。从句中的谓语动词通常用一般过去时表示，则主句中的谓语动词用过去将来时。 3．If I _____ one million dollars, I________ travel around the world with my parents. A．have; will B．had; will C．had; will D．had; would 【答案】D 【解析】 试题分析：如果我有一百万美元，我要和我的父母环游世界。结合语境可知主句描述的是将来动作，用将来时态。从句中是对将来的虚拟，故用过去时态。选D。 考点：if引导的条件状语从句 点评：虚拟语气是一种特殊的动词形式，用来表示说话人所说的话并不是事实，而是一种假设、愿望、怀疑或推测。其主要有三种结构： 1、与现在事实相反 若与现在事实相反，条件从句的谓语用过去式（be通常用were），主句谓语用“should （would, could, might）+动词原形” 2、与过去事实相反
四年级英语期末复习资料 四年级英语期末复习资料（一） My classroom 单词classroom 教室window 窗户blackboard 黑板light 电灯picture 图画door 门floor 地板computer 计算机teacher 's desk 讲台wall 墙fan 扇子near 距离近really 真的TV 电视clean 打扫help 帮助 Let ' s spell: a-e [e ?] cake 蛋糕face 脸name 名字make 制作hate 讨厌date 日期a [?] cat 猫dad 爸爸hat 帽子cap 棒球帽map 地图句型：1 We have a new classroom. 我们有一个新教室。 2 Let ' s go and see 让我们一起去看看吧。 3 What ' s in the classroom? 教室里面有什么? One blackboard, one TV, many desks and chairs. 4 Where is it ? 它在哪儿? It ' s near the window. 它在窗户旁边。 5 It ' s so big. 它很大。 6 Let ' s clean the classroom. 让我们一起打扫教室吧。 7 Let me clean the windows. . 让我来擦窗户。 8 Look! This is the new classroom. The door is orange. （看! 这是新的教室。门是橙色的。） 短语： 1. 地点类：on the wall 在墙上near the window 在窗户旁边 in the classroom 在教室里on the fan 在风扇上near the computer 在计算机旁边 2. 动作类：clean the desks and chairs 清洁桌椅clean the windows 擦窗户clean the fish bowl 清理鱼缸clean the classroom 打扫教室clean the teacher 's desk 清洁讲台clean the blackboard 擦黑板open the door 开门turn on the light 开灯sweep the floor 扫地put up the picture 张贴（挂）图画close the window 关窗 3. 其他类：a new classroom 一间新教室excuse me 劳驾，对不起语法点：where 引导的是特殊疑问句，“哪里”，看到where 就要想到地点，方位词，例如on, in ,under, near 等。 四年级英语期末复习资料（二） My schoolbag 单词 schoolbag 书包Chinese book 语文书English book 英语书maths book 数学书 storybook 故事书candy 糖果notebook 笔记本toy 玩具key 钥匙 lost 丢失so much 非常的cute 可爱的 Let ' s spell: i-e [a ?] like 喜欢kite 风筝five 五nine 九rice 米饭fine 好nice 好ice 冰
1.It is impossible that old prejudices and hostilities should longer exist, while such an instrument has been created for the exchange of thought between all the nations of the earth. im possible … longer/while/such an instrument 译文：在1858年第一根横穿大西洋的通讯电缆铺设成功时，维多利亚时代的积极分子们曾欢呼说：“像电报这种为世界各国交流思想的工具诞生之后，那些根深蒂固的偏见与敌意不可能再长时间存在了。” 2.However, although the Internet is still young enough to inspire idealism, it has also been around long enough to test whether the prophets can be right. young enough to …long enough to…/be around: be existing 译文：然而，尽管因特网出现的时间不长，依旧足以激起理想主义的灵感，但它存在的时间也已长得足以判断预言家的预言正确与否了。 3.The idea is that improved communications will reduce misunderstandings and avert conflict. 译文：他的理念是改进了的通信手段将减少误解；避免冲突。 4.Home computers are becoming part of the fabric of everyday life, and are increasingly left switched on all the time. 译文：家用电脑正在成为日常生活结构中的一部分，而且其中越来越多的电脑始终处于开机状态。 5.The construction of vast ”server farms”----warehouses full of computers and their attendant cooling systems----has contributed to the overloading of the electrical power network that has caused brown-outs in Silicon Valley. “server farms”: metaphor→ an implied/implicit comparison contributed to: increase, improve 译文：建设好的一些规模宏大的“服务器场区”--- 摆满计算机及其辅助冷却设备的库房--- 已经导致电力网络的超负荷运转，这种状况已经引起了硅谷地区的用电紧张。 6.What about the belief that the Internet will reduce inequality? According to a study carried out by America’s Department of Commerce, households with annual incomes above $75,000 are more than 20 times as likely to have Internet access as the poorest households. according to/carried out/more than 20 times as likely to have Internet /access as…: … 20 times more likely to have … than… 译文：美国商业部的一项研究表明：年收入在7.5万美元以上的家庭与最贫困的家庭相比，前者上网率是后者的20倍还多。 7.The poor are not shunning the Internet because they cannot afford it: the
Unit 1 Presenting a Speech Road Building Good morning, everyone. Today I'l l be talking about the relationship between road building and the development of the American economy during the 18th century. About 300 years ago, the United States' economy was growing rapidly, mainly because of a booming trade in two important agricultural products: grain and cotton. Grain output in the eastern part of America increased quickly at that time due to the rapidly growing population and the large number of immigrants from Europe. As a result, the demand for grain almost doubled. For this reason, the trade in grain first developed in this part of the country. At the same time, the road system was gradually built up in order to transport the grain from the rural areas to various cities. The road building clearly helped develop the economy quickly in these areas and in the cities as well. During the same period, farmers in the South could get a large amount of laborers from Africa, and they started to grow cotton. As the cotton output increased, the farmers needed to sell it in other places. As a result, many roads were built to link the rural areas to the cities. At first, this trade of grain and cotton took place along the coast, or near rivers and lakes. It took place there because it was easy and cheap to transport goods from one place to another. Before 1700, it was very expensive to move the goods by road.