教材文本 Unit 5 Listening(Workbook)

Unit 5 Inside advertising(Workbook)LISTENING1 Before listening, discuss these questions in groups giving reasons for your opinions. 1 Would it be a good idea to ban advertising?2 How can you tell if advertisers are being truthful or not?3 If companies stopped spending money on advertising would the goods be cheaper?4 Does advertising really promote products and services?2 Mr Hall, a teacher of a senior English class invited the president of an advertising agency to give a talk to his class. When the talk was over, the students asked the president some questions. Listen to the tape and number the questions above in the order that you hear them. 3 Read the questions below and then listen to the tape again. Tick the answers that best summarize the presidents reply. 1 Would it be a good idea to ban advertising? A No, because then advertising companies wouldnt make any money. B Yes, because they are of no benefit to people who buy the products. C No, because ads pay for magazines and television programmes. D Yes, because they are very annoying and interrupt television programmes. 2 If companies stopped spending money on advertising, would the goods be cheaper? A Yes, because a lot of money would be saved and so products could be sold for less. B No, because the money spent on advertising is only a small percentage of the total cost. C Yes, because they wouldnt have to pay magazine and television companies to advertise. D No, because you can make quite cheap advertisements that are just as effective. 3 Does advertising really promote products and services? A Yes? because you will remember the names of products you are interested in. B No, because you forget the ads as soon as you have seen or heard them. C Yes, because people are easily influenced by the ads they see or hear. D No, because there are too many ads, and no one can tell which ones are true. 4 Listen to the tape again and focus on the presidents replies. Before she answers the questions she makes a comment about each question. Complete her comment and discuss why she begins her answer with these comments. 1 Thats an _ question. 2 Good _, Ben. 3 Yes, I _ but in fact, wed be a lot worse off without advertising. 4 Thats _ question. LISTENING TEXTQUESTIONS ON ADSA senior English class has been listening to a talk by the president, Ms Teflon, of an advertising company. Now it is the students turn to ask questions. （Ms TeflonM Mr. HallH KateK BenB SarahS TomT）H：Thank you, Ms Teflon, for taking time to come and talk to us about the world of advertising. Im sure weve all learned a lot. Now, students, have you any questions for Ms Teflon Kate?K：Um. I found your talk very interesting and I can see that the work of an advertising agency is very complicated and also very expensive. But do adverts really work? I hardly ever notice them, and even with the ones I do notice, I usually forget the name of the product. M：Thats an excellent question. And youre quite right, we dont notice many of the advertisements we see or hear every day. But we do remember ads for products we would like to have. After this lesson, try this experiment. Each of you writes down the name of the product that is advertised in the two or three advertisements you do remember. Then make a list. I guarantee that the list will be quite short because most of you are interested in the same products, such as sports shoes, fashion clothes, movies and so on. I think you WILL remember the names of these products simply because they are relevant to your lifestyle. H：Another question? Ben. B：Ms Teflon, youve talked about how much money companies spend on advertising. Well, if they didnt spend that money, wouldnt the things we buy be cheaper?M：Good point, Ben. But you see, a companys advertising cost is a very small part of their overall budget. They spend hundreds of times more money on making the products and getting them into the shops. So you see, saving on advertising wouldnt make much difference to the cost. S：I find adverts annoying. They interrupt my programmes on television and all those big billboards around town are so UGLY. Advertising benefits the advertiser, but it doesnt benefit ordinary people. Wouldnt our world be better if we made advertising illegal?M：Yes, I understand your feelings, but in fact, wed be a lot worse off without advertising. For a start, there would be no magazines. You see, it costs a lot of produce a magazine, and theyd be very expensive to buy if the advertisers didnt pay most of the cost by buying advertising space in the magazine. The same thing applies to television. The ads pay for the programmes. T：How can you tell if an advertisement is telling the truth or not?M：Mmm. Thats another good question. Well first（fade out）Suggested answers to Exercise 1：Open-ended. （You may use the listening text as a reference. ）Answer key for E