March 24 March 24 高中进阶版 高中进阶版 P1P1

Pre-reading

P2

Have you ever been misled by any advertisement to buy a product? Share your story with the whole class.

What is false advertising?

How can we prevent

companies from issuing

false advertisements?

advertisement

reality

While-reading

P3

2. What did the Shanghai Administration for Industry

and Commerce think of Crest’s false advertising?

1. Why was Crest fined almost $1 million?

It misled consumers about the effectiveness of the

toothpaste.

Answer the following questions.

Because the content of an advertisement for its

toothpaste was false.

While-reading

P4

4. What does the author think is the goal of fining

companies for false advertising?

One of the companies he previously worked for altered

his resume without his consent for the company’s own

marketing purposes.

Answer the following questions.

It is to prevent other companies from issuing false

advertisements.

3. What was the author’s own experience of false

advertising?

While-reading

P5

1. In the United States, companies should ______

for their false advertising if they don’t want to be

fined.

A. appear in court

B. apologize to the public

C. correct their false advertisements

D. enhance their products

Choose the best answer.

While-reading

P6

2. What is the author’s attitude toward the severe

punishment on Crest?

A. It is just.

B. It is unfair.

C. It is deceptive.

D. It is ineffective.

Choose the best answer.

While-reading

P7

3. Which of the following statements is TRUE according to this article?

A. The fine Crest received was the largest fine for a false advertisement in China’s history.

B. No domestic companies are guilty of false advertising and punished by the government.

C. The author thought Crest deserved to be punished because it used false advertising to mislead consumers.

D. False advertising is not very common in China so that it should not be severely punished.

Choose the best answer.

Language study

P8

本句中，“ could have + 过去分词”表示本可以做但并未做某事。

It could have just asked the company to retract

or correct the advertisement.

这一结构也可以表示对过去情况的推测，例如：医生告诉他，这种病可能是由于长年在烟雾环境中工作所致。Doctors told him the disease could have been caused by years of working in smoky environments.

Language study

P9

“might have + 过去分词”常用来推测过去实际上存在的可能性。e.g. 你可能把钥匙掉在别的地方了。You might have dropped your keys somewhere else.

What about other modal

verbs?

*“could/might have + ”过去分词 有时可以表示责备的语气，例如：他即使再忙也该给你更多的帮助。He could/might have given you more help, even though he

was busy.

Language study

P10

What about other modal

verbs?

“should/ought to have + ”过去分词 表示过去本应该做而未做的事。e.g. You should/ought to have warned me of the difficulty earlier.

Language study

P11

1. Seeing the crosses the teacher had put after many of the sentences on the test paper, I didn’t understand how I __________ made so many mistakes.

2. Often, when he __________ been doing something that was given him, he wasted his time drawing pictures.

3. You __________ sent it to my old address. I moved to another part of the city last year.

could could

havehave should should

havehave

might might

havehave

Language study

P12

Word bank

Proctor and Gamble, an international consumer goods

manufacturer, was recently fined almost $1 million for the

content of an advertisement for one of its toothpaste brands,

Crest.

fine v. 处以罚款fine sb./sth. for sth./doing sth.

e.g. The company was fined 200,000 yuan for breaching

safety regulations.

Language study

P13

Word bank

The advertisement, which featured Taiwanese actress Xu

Xidi showing off a gleaming smile, was digitally doctored

to artificially enhance the whiteness of her teeth.

show off 炫耀，卖弄e.g. One of my colleagues is always showing off the

importance of his job.

Language study

P14

Word bank

The Federal Trade Commission forces firms to either cease

advertising or produce corrective advertising and publicly

apologize for misleading claims.

apologize v. 道歉，认错apologize to sb. for sth.

e.g. We apologize for the late departure of this flight.

Language study

P15

1. The fact is that most people __________ far more protein than they actually need.

2. Can you give a more precise __________ of the word?

3. The Park Hotel has a well __________ reputation in Shanghai.

4. She has feelings of __________ about leaving her children and going to work.

5. Are you suffering from a(n) __________ of stress in your life?

6. Teachers always judge their students on the final __________.

Complete each sentence with the proper form of

the given words.

consumeconsume

excessive define guilty examine deserve consumer

definitiondefinition

deserveddeserved

guiltguilt

excesexces

ss examinatioexaminatio

nn

After-reading

P16

Watch Crest’s false advertising and redesign an

advertisement for the toothpaste.

Group work

After-reading

P17

Questions for further

What is the purpose of making advertisements?

Can an advertisement be appealing and authentic

at the same time?