u3t1The Presence of the Word.docx
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u3t1ThePresenceoftheWord
UnitThreeTheSmallScreenandtheBigScreen
Text1ThePresenceoftheWordinTVAdvertising
Ⅰ.Pre-ReadingDiscussion
1.ToparodyFrancisBacon’sopeningsentencesinOfStudy:
“TVservesfordelight,forornament,andforability.Theirchiefusefordelight,isinprivatenessandretiring;forornament,isindiscourse;andforability,isinthejudgmentanddispositionofbusiness.”ThefactthatTVprovidespeoplewithentertainmentandinformationmakesitanindispensablepartinmodernlife.
2.(omitted)
Ⅱ.CloseReadingoftheText
[Introduction]
1.inquireinto(sth)(phr.vt.):
tomakeasearchintosomethinginordertodiscoverinformation;investigate.
eg.Theboardofdirectorshavedecidedtoinquirefurtherintothematter.
[Expression]
inquireafter(phr.vt.):
toasksbaboutsbelse,abouthowtheyareorwhattheyaredoing.
eg.KimseemstoknowMary’sparents,otherwiseshewouldn’thaveinquiredafterthem.
inquire(sth)of(sb)(phr.vt.):
toasksbaquestionaboutsomething.
eg.Ifyouwishtoknowhowthepolicyofchild-benefitwasconceived,goandinquireDrPetersonofit.
inquiry(n.)
eg.Thepolicyisgoingtoholdaninquiryintothenatureofthisstrangeevent.
2....thefeelingofblueandthesituationof“whatif”:
[Paraphrase]
...thefeelingofsadnessandthesituationofaskingwhatwillhappenifsomethingunpleasantoccurs.
[Culturalnote]
IntheEnglishculture,differentcolourshavedifferentassociations.Forexample,redwarnsofdanger(redalert),greenrepresentsnature(greenissues),purpleisassociatedwithornateness(purpleprose),pinkimplieshealthiness(inthepink),graysuggestsunpleasantness(grayday),andetc.
3.commercial(n.):
anadvertisementontelevisionorradio.
[Expression]
commercialbreak:
thetimewhenadvertisementsareshownduringatelevisionorradioprogramme.
--commercial(adj.)–commerce(n.)–commercialize(v.)
eg.ThefaultofShanghaiisthatthiscityisfartoocommercialtohighlightitsculture.
Commerceisthrivinginthistownbecauseofgoodroadsystem.
Tocommercializeresearchoutputsstemmingfromtheacademiaisdifficultbutnotimpossible.
4.envision(vt.):
toimaginethatsomethingwillhappeninthefuture.
eg.Doyouenvisionanyproblemswhentheplantakeseffect?
[Paragraph1]
5.(L4)slogan(n.):
ashorteasilyrememberedphraseusedbyanadvertiser,politicianetc.
eg.Thecityisfullofslogansremindingallthatthe2010WorldExpoiscoming.
6.(L7)observer(n.):
someonewhoseesornoticessomething.
[Expression]
casualobserver:
onewhoisnotspeciallyinterestedinsomething.
keenobserver:
onewhoisveryinterestedinsomething.
[Paragraph2]
7.(L12)restless(adj.):
unableorunwillingtokeepstill,especiallybecauseyouareimpatientorbored.
eg.Confinedinasmalldarkcell,theprisonerisgettingmoreandmorerestless.
[Compare]
restive:
unabletokeepstillorcontrolled;nervous.
restful:
peacefulandquiet;givingoneafeelingofrest.
8.(L13)dial(n.):
partofapieceofanappliance,suchasatelevision,whichyouuseforcontrol
9.(l14)provocation(n.)anactionoreventthatmakessomeoneangryorthatisintendedtodothis.—provoke(n.)—provocative(adj.)
eg.Thedogattackedthatpasser-bywithabsolutelynoprovocation.
Taliban’scrueltyandterroristattackshasprovokedtheinternationalcommunity.
ProvocativeadsfeaturingprettywomenmustbebannedontheHighwayforsafedriving.
10.(L15)academic(n.):
ateacherinacollegeoruniversity.
–academic(adj.)--academia(n.)–academy(n.)
eg.Nooneiscutoutforacademiclife;onejustsettlesintoaparticularfieldofstudy.
HowmanymembersoftheChineseAcademiaareworkinginyouruniversity?
Ifyouwanttobeamusician,yougototheAcademyofMusic.
11.(l15)asitturnsout
[Paraphrase]
...asitisfoundoutlater.
12.(L12-15)Theadvertisingindustrycallsthem“flippers,”…ashefeelsthesmallesthintofcontentcomingon.
[Note]
Theflipperswatchadvertisements,notprograms.They“jump”amongvariouschannelstowatchadsandassoonastheysensetheprogramcomingup,theyflipagain.
flip(v.):
tooperateonaswitch
eg.Flipoffthelightbeforeyouleave.
13.(L17)confess(v.):
toadmit.—confession(n.)—confessed(adj.)—confessional(adj.)
eg.ImustconfessthatIhaven’tpaideventheslightestattentiontothisnews.
Johnwaspersuadedtomakeaconfession.
Theconfessedcriminalarousedindignationamongthepeople.
Heatlastdeliveredaconfessionalspeechincourt.
14.(L17)habit(n.):
somethingoneoftendoes–habitual(adj.)
eg.Jessieisacreatureofhabitandalwayshastwoeggsforbreakfastinthemorning.
Iaminthehabitofdrinkingcoffeeinthemorningandteaintheafternoon.
Youmustmakeahabitofproof-readingyourownwriting.
Ifbadeatingbecomeshabitual,yousoonwilldevelopulcer.
Someofthejuveniledelinquentswillbecomehabitualcriminalsifthesocietycontinuestorejectthem.
15.(L19)concerned(about)(adj.):
anxious;worried.
eg.Themotherisverymuchconcernedaboutthehealthofheroverworkingson.
[OtherUses]
concerned(with):
beconnectedwith.
asfaraI’mconcerned:
inmyopinion.
[Paragraph3]
16.(L27)underlying(adj.):
thereason,causeetcthatisthemostimportant,althoughitisnoteasilynoticed.
eg.underlyingreason/cause/aim
—underlie(v.)tobetherealcauseoforseasonforsomething.
eg.Fearandtimidityunderliesmuchofhissadistictendency.
[Compare]
underline(v.):
todrawalineunderawordtoshowthatitisimportant;toshowthatsomethingisimportant.
eg.Remembertounderlinebooktitlesinyouressay.
Thelossofthecompanyhasunderlinedtheneedforimmediatereform.
17.(L27)deodorant(n.)achemicalsubstancethatyouputonyourskintohideordestroyunpleasantsmells.–odor(n)
eg.Teenagersareobsessedwithbodyodorissuesbecausetheyareunsurewiththeirfast-growingbodies.
[Paragraph4]
18.(L33)visualization(n.)theartofformingapictureofsomeoneorsomethinginyourmind.
—visualize(v.)—visual(adj.)—visually(adv.)
eg.Couldyouvisualizesomeoneshyasheisgivingapublicspeech?
MrsLugaveaspeechenrichedwithsomevisualaid.
Theexhibitionhasimpressedeveryonevisually.
19.(L34)...moreimages,arrivingatafasterclip,andpackingmoreofapunch.
[Paraphrase]:
…moreimageswillappearwithquickerspeedandgreaterforce.
clip(n.):
ashorteditedpiecefromafilm/radio/tvprogram
eg.ashorthistoricclipofQueenVictoria
punch(n.):
influence,effectiveness,force
eg.Mynervousnessmademespeakwithlittlepunch.
20.(L37)hitsong:
asongthatisextremelypopular.
21.(L45)Inadvertisingthereisnotasmuchlicense.
[Paraphrase]
Advertisingallowslessfreedomforvaguenessthanmusicvideosdo.
license(n.):
(BritishEnglish:
licence)
(1)officialdocumentofapproval
eg.drivinglicense
YouneedalicensefromtheTradingBureautoregisteryourshop.
(2)Sthgivessblicense:
SthgivesSbanexcusetobehaveinanexcessiveway
eg.Havingacolddoesnotgiveyouanylicensenottodoyourhomework.
EconomicproblemshavegivenlicensetofascismandskinheadsinRussia.
license(v.)togivepermission
eg.Thecentralgovernmenthasallowedlocalcounterpartstolicensejoint-venturecapital.
licensed(adj.):
approved
eg.Buyalcoholsonlyfromthelicensedwine-shops.
[Paragraph5]
20.(L52)colonize(v.):
totakeoveraplaceandcontrolitanditspeople;todominate
eg.ImmigrantsfromEasternEuropehadcolonizedthesederelictislands.
[FurtherStudy]
colonizer(n.)–colonial(adj.)–colony(n.)–colonialism(n.)–colonialist(adj.)
–decolonize(v.)–anti-colonialism(n.)–post-colonialism(n.)
(L52)…bythe1990s,Michelobwillhavecolonizedtheentireweek.
[Paraphrase]
…bythe1990s,peoplewillbedrinkingMichelobnotjustatweekends,butalsoinweekdays.
21.(L53)vivify(v.):
toenliven.
eg.Avasewithroseswillvivifyyourroom.
22.(L55)skyline(n.):
theshapemadebyhillsorbuildingsagainstthesky.
eg.Inaheavilyfoggyday,thecity’sskylinebecomesindistinct.
23.(L55)twinkle(v.):
toshineinthedark,quicklychangingfrombrighttofaint.—twinkle(n.)
[Expression]
inthetwinklingofaneye:
veryquickly
whenyouwerejustatwinkleinyourfather’seye:
beforeyouareborn
atwinkleinyoureye:
anexpressioninyoureyesthatshowsyouarehappyoramused.
24.(L55)glow(v.)toshinewithasoft,steadylight.
[Compare]
glare(v.):
toshinewithaverystrongbrightlightwhichhurtsyoureyes.
blaze(v.):
toburnverybrightlyandstrongly.
flare(v.):
tosuddenlybegintoburn,ortoburnmorebrightlyforashorttime.
25.(L58)swirl(n.):
atwistingmovement.—swirl(v.)
eg.Herskirtshungontheclotheslinewereallswirledawaybythewind.
Swirlsofdustrosefromthegroundasthehorsegallopedby.
[Appreciation]
Theword“swirl”impliestheintoxicatingandfuddlingeffectoftheassociations.
[Paragraph6]
26.(L64)texture(n.):
thewayasurface,substance,ormaterialfeelswhenyoutouchit,especiallyhowsmoothorroughitis.
[Appreciation]
Heretheword“texture”isfigurativelyusedtoshowthattheimagesarespeciallycreatedinordertomakeaparticularimpressiononpeople.
—textured(adj.)
eg.coarse-textured/smooth-textured/fine-textured
27.(L68)silhouette(v.):
tocausetoappearasadarkimage,shadow,orshape,seenagainstalightbackground.—silhouette(n.)
eg.Thetowerissilhouettedagainsttheb
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