Unit 8 BOOK 1.docVIP

Unit 8 Ads Everywhere in Our LifePassage APre-Reading Task1. What kind of ads do you usually see?2. How do you think about ads?Get to AdvertisementsIn business line, advertising is only part of the total sales effort, but it is the part that attracts the most attention. This is natural enough because advertising is designed for just that purpose. In newspapers, in mail, on radio and television, we constantly see and hear the messages for hundreds of different products and services.The simplest kind of advertising is the classified ad. Every day the newspapers carry a few pages of these ads; in the large Sunday editions there may be several sections of them. A classified ad is usually only a few lines long. It is really a notice or announcement that something is available.Newspapers also carry a large amount of display advertising. Most of it is for stores or for various forms of entertainment. Newspapers generally reach an audience only in a limited area. To bring their message to a larger audience, many who want to put out their ads use national magazines. Many of the techniques of modern advertising were developed in magazine ads. The use of bright colors, attractive pictures, and short messages is the characteristic of magazine ads. The most important purpose is to catch the eye. The message itself is usually short, often no more than a slogan which the public identifies with the product.The same techniques have been carried over into television advertising. Voices and music have been added to color and pictures to catch the ear as well as the eye. Television ads are short-usually only 15, 30, or 60 seconds, but they are repeated over and over again so that the audience sees and hears them many times. Commercial television has mixed entertainment and advertising.But not all advertisements are trustworthy. Certain advertised products turn out to be deceitful, or fail to live up to what is advertised. Some consumers may be tempted to buy things they dont really need. For those who tend to follow ads, it is essential to remember: look before you leap.(字数：334 words) New Wordsbusiness /biznis / n. 商业；生意； 交易；事情advertising /dvtaz/ n. 广告；广告业；登广告 a. 广告的；广告业的attract /trkt/ v. 吸引；引起；有吸引力constantly /knstntli / ad.不断地；时常地classified /klsfad/ a. 分类的；类别的；机密的edition. /d()n/ n. 版本notice /nts/ n. 通知，布告；注意；公告announcement /nansm()nt/ n. 公告；宣告；发表；通告available /velb()l/ a. 有效的，可得的；可利用的；空闲的display /dsple/ n. 显示；炫耀 v. 显示；表现；陈列 a. 展览的；陈列用的entertainment /enttenm()nt/ n. 娱乐；消遣；款待audience /dns/ n. 观众；听众；读者；接见technique /teknik/ n. 技巧，技术；手法attractive /trktv/ a. 吸引人的；有魅力的；引人注目的characteristic /krktrstk/ a. 典型的；特有的；表示特性的slogan /slg()n/ n. 标语；呐喊声identify /adentfa/ v. 确定；识别；认同；一致commercial /km()l/ n. 商业广告trustworthy /trs(t)w/ a. 可靠的；可信赖的deceitful /dsitfl; -f()l/ a. 欺骗的；欺诈的；谎言的；虚伪的tempt /tem(p)t/ v. 诱惑；引起；冒的风险；使感兴趣leap /lip/ v. 跳，跳跃Phrases & Expressionsbe designed for 为某目的或用途而制造或设计characteristic of特有的；表示特性的catch the eye引人注目identify with 认为等同于，与一致over and over again 一再地；反复不断地turn out生产；结果是 live up to不辜负；做到；实践ExercisesI. Choose the best answer according to Passage A. 1. We constantly see and hear the messages from ads, because .A. there are hundreds of different products and servicesB. you have to read newspapers, mail, listen to the radio and watch televisionC. advertising is designed to attract ones attentionD. people always pay the most attention to the ads2. The simplest kind of advertising .A. is usually only a few lines longB. may appear in the large Sunday editionC. may be several sectionsD. is the newspapers carry a few pages3. Display advertising appears .A.in NewspapersB. in national magazinesC. on televisionD. all the above4. The passage mainly talks about .A. the advantage of advertisementB. the forms of advertising C. the usage of advertisementD. how to make an effective advertisement5. The attitude of the author towards advertising is that .A. it is only part of the total sales effortB. it is really a notice or announcementC. it turns out to be deceitfulD. one should be careful of adsII. Give a brief answer to each of the following questions according to Passage A.1. What is the advertising designed for?2. What is the use of classified ad?3. What are the characteristics of magazine ads?4. Is there any difference between magazine ads and TV ads?5. Why are the ads not always believable?III. Fill in the blanks with the words or expressions given. Change the form if necessary. live up to constantly over and over again display characteristic identify with technique be designed for tempt classified 1. We often forget that fashion should real people who live real lives.2. We must endeavor（努力，尽力）if we are to succeed. 3. In Switzerland and the Netherlands, newspapers have lost half their advertising to the internet. 4. Her attention was engaged by the of the new dress in the shop windows. 5. This musician has perfect but little expression. 6. Some animals possess the of man. 7. Habit is something we do . 8. Great reformers from Abraham Lincoln to Martin Luther King have urged America to its ideal of “freedom”. 9. He was into a life of crime by laziness. 10. One cannot happiness wealth. IV. Rewrite the sentences according to the models. 1. Text sentence: It is the part that attracts the most attention.Model sentence: It is the ability to do the job that matters not where you come from or what you are.New sentence: 2. Text sentence: Voices and music have been added to color and pictures to catch the ear as well as the eye.Model sentence: She is a talented musician as well as being a photographer.New sentence: V. Translate the following sentences into Chinese.1. Be loyal and trustworthy. If friends know they can depend on you, they will not drop you. 2. For those who tend to follow ads, it is essential to remember: look before you leap.3. Secretary wanted: previous experience essential.4. Birds of a feather may flock together but opposites dont really attract each other.5. His whole school education added up to no more than one year.VI. Translate the following sentences into English with the words or patterns given in the brackets. 1. 是他昨天下午在图书馆看书的。(it is that. )2. 这些手套是为严寒地区制造的。(design for )3. 报纸的大标题引起她的注意。(caught ones attention)4. 这工作结果比我们想的要难得多。(turn out to be )5. 善和恶都在禁果里。(as well as )Passage BPre-Reading Task1. In daily life, do you think advertising can influence all the people?2. Why do people tend to choose one brand rather than another?Do You Follow Ads?A consumer walks into a store. He stands in front of hundreds of boxes of laundry detergent. He chooses one brand, pays for it, and leaves. Why does he pick that specific kind of soap? Is it truly better than the others? Probably not. These days, many products are nearly identical to each other in quality and price. If products are almost the same, what makes consumers buy one brand instead of another? Although we might not like to admit it, commercials on television and advertisements in magazines probably influence us much more than we think they do.Advertising informs consumers about new products available on the market. It gives us information about everything from shampoo to toothpaste to computers and cars. But there is one serious problem with this. The “information” is actually very often “misinformation”. It tells us the products benefits but hides their disadvantages. Advertising not only leads us to buy things that we dont need and cant afford, but also confuses our sense of reality. “Zoom toothpaste prevents cavities and gives you white teeth!” the advertisement tells us. But it doesnt tell us the complete truth: that a healthy diet and a good toothbrush will have the same effect.Advertisers use many methods to get us to buy their products. One of their most successful methods is to make us feel dissatisfied with ourselves and our imperfect lives. Advertisements show us who we are not and what we do not have. Our teeth arent white enough. Our hair isnt shiny enough. Our clothes arent clean enough. Advertisements make us afraid that people wont like us if we dont use the advertised products. “Why dont I have any dates?” a good-looking girl sadly asks in a commercial. “Here,” replies her roommate, “try Zoom toothpaste!” Of course she tries it, and immediately the whole football team falls in love with her. “Thats a stupid commercial,” we might say. But we still buy Zoom toothpaste out of fear of being unpopular and having no friends.Actually many people believe that advertising does not affect them. They know that there is freedom to choose, and they like to think they make wise choices. Unfortunately, they probably dont realize the powerful effect of advertising. They may not clearly understand that advertisers spend billions of dollars each year in aggressive competition for our money, and they are extremely successful. Do you believe that ads dont influence your choice of products? Just look at the brands in your kitchen and bathroom.(出处： 英语3 （高职高专版第3版）Unit 6 字数：422 words)New Wordsconsumer /knsjum/ n. 消费者；用户，顾客laundry /lndr/ n. 洗衣店，洗衣房；要洗的衣服；洗熨；洗好的衣服detergent /dtd()nt/ n. 清洁剂；去垢剂brand /brnd/ n. 商标，牌子；烙印v. 铭刻于，铭记；打烙印于；印商标于specific /spsfk/ a. 特殊的，特定的；明确的；详细的；/药/具有特效的soap /sp/ n. 肥皂 v. 将肥皂涂在上，用肥皂擦洗identical /adentk()l/ a. 同一的；完全相同的commercial /km()l/ a. 商业的；营利的；靠广告收入的 n. 商业广告influence /nflns/ n. 影响；势力；感化；有影响的人或事 v. 影响；改变shampoo /mpu/ n. 洗发；洗发精toothpaste /tupest/ n. 牙膏disadvantage /dsdvntd/ n. 缺点；不利条件；损失confuse /knfjuz/ v. 使混乱；使困惑cavity /kvt/ n. 腔；洞，凹处imperfect /mpfkt/ a. 有缺点的；未完成的；半过去的n. 未完成体shiny /an/ a. 有光泽的，擦亮的；闪耀的；晴朗的；磨损的unpopular /nppjl/ a. 不流行的，不受欢迎的freedom /fridm/ n. 自由，自主；直率advertiser /dvtaz/ n. 广告客户；刊登广告的人billion /bljn/ n. 十亿；大量a. 十亿的aggressive /gresv/ a. 侵略性的；好斗的；有进取心的；有闯劲的competition /kmpt()n/ n. 竞争；比赛，竞赛kitchen /ktn; -t()n/ n. 厨房；炊具；炊事人员Phrases & Expressionsidentical to同一的，同样的；和相同sense of reality真实感fall in love with爱上out of fear出于恐惧Proper NamesZoom 作者杜撰的一种牙膏品牌ExercisesI. Decide whether the statements are True (T) or False (F) according to Passage B. ( ) 1. According to the passage, people buy a particular kind of product simply because it is better than others. ( ) 2. These days, many products are quite similar to each other in quality and price. ( ) 3. A healthy diet and a good toothbrush can make your teeth white and prevent cavities. ( ) 4. One of advertisers methods is to make us feel dissatisfied with ourselves and our imperfect lives. ( ) 5. Many people think that they make wise choices while buying what they buy. II. Give a brief answer to each of the following questions according to Passage B. 1. How to make a decision if products are almost the same, according to the passage?2. Do you agree with the opinion that “The information is actually very often misinformation” in the passage?3. Does the method to make us feel dissatisfied with ourselves and our imperfect lives work well?4. Why do people still buy Zoom toothpaste even though they find its ads stupid?5. Does advertising influence those who think they can make wise choices?III. Complete the sentences by translating the given parts into English.1. Nowadays, many products in the market (几乎相同) each other in quality and price.2. This teacher still (有着强烈的影响) me.3. This song has become popular (不仅在美国，而且在全世界).4. John (爱上,倾心) Jane at first sight.5. (遗憾的是) , most people probably dont realize the powerful effect of advertising.Case StudyAdvertise Your Name, Not Your ProductAdvertising is the lifeblood of any business. Youll never realize significant profits if you dont grow your business through effective marketing; and if you do not learn how to advertise your products and services both efficiently and effectively, you wont be in business long.Do you know what the majority of people sell? I could not tell you what Michael Green sells, but if he does sell something, then I would probably buy it. His name is popular among the “Marketers”.It is easy to remember a name like Michael Green, John Reese, Corey Rudl, and especially Yanik Silver, but if you had a name like Rabiekaik Corekjlea, then chances are great that you may want to concentrate on the name of the product, like they did with “Tide”.Most marketers dont sell one and only one product, though, so if you have a complicated name that is hard to remember, there is always a solution. Most people may not know what company Corey works for, but they remember his name. This is where you can type in the search engine to find him.A short company name to promote Rabiekaik Corekjlea would be sufficient. Personally RC would be great in a case like this, with something on the end of course.When you advertise, do not be ashamed to give that name. You have seen testimonials. Most of them must either be scams or they are not interested in selling you anything, even when they are marketers themselves. I see testimonials all the time with first names only and find out that they are supposedly selling the same product. You must have heard of the old question: “Which came first, the chicken or the egg?” Right? I have another question for you. When do you advertise, before you get a product or after you get the product? If you were selling green beans and you wanted to sell them to the world forever, you would advertise those green beans by the name; but if you did not sell green beans only, then you would want to sell your name. Wouldnt it be wise just to sell your name and then it wouldnt matter what you sold?I am a strong believer in the concept of being “known” to the public. If I were to advertise, I would be advertising to get people interested in talking to me or subscribing to my list before I attempt to sell them anything. Once they trust you, chances are greater they will become a repeat customer. If you attempt to sell them from an ad, then youve already lost. An ad does nothing except tells that person that you have something. To actually sell them, you need to get them to your site or talk to them.New Wordslifeblood /lafbld/ n. 生命必须的血液；生机的根源significant /sgnfk()nt/ a. 重大的；有效的；有意义的；意味深长的n. 象征；有意义的事物marketing n. 行销，销售 v. 出售；在市场上进行交易；使上市（market的ing形式）efficiently /fntli/ ad. 有效地；效率高地（efficient的副词形式）effectively /fektvl/ ad. 有效地，生效地；有力地；实际上marketer n. 贸易市场商人；市场营销人员complicated /kmplketd/ a. 难懂的，复杂的type /tap/ v. 打字；测定（血等）类型 n. 类型，品种；模范；样式testimonial /,testmnl/ n. 证明书；推荐书 a. 证明的；褒奖的；表扬的scam /skm/ n. 骗局，诡计；故事 v. 欺诈；诓骗supposedly /spzdl/ ad. 可能；按照推测；恐怕subscribe /sbskraib/ v. 订阅；认购；签署；赞成；捐助attempt /tempt/ v. 企图，试图；尝试repeat /ripi:t/ n. 重复；副本 v. 重复；复制；背诵Phrases & Expressionschances are有可能concentrate on集中精力于；全神贯注于search engine搜索引擎Proper NamesMichael Green /makl grin/ 迈克尔格林John Reese /dn ri:s/ 约翰里斯Corey Rudy /kri: ru:di/ 科里鲁迪Yanik Silver/slv/ 亚尼克 思尔佛Rabiekaik Corekjlea 作者杜撰的一复杂名字Tide /tad/汰渍Further DiscussionHaier, known as a worldwide famous brand in white household appliances, producing various kinds of refrigerators, TV sets, washing machines, air conditioners, and so forth, was once a small factory with refrigerator as its only production and was nearly bankrupted in the beginning.1. Taking Haiers success as an example, make a discussion on the question“Which came first, the chicken or the egg?”2. To sell your name or your product? Based on the above study, decide your choice and demonstrate the reasons.Applied WritingClassified Ads 分类广告Task 1 Writing Skills分类广告，简而言之，就是将众多小面积广告按一定标准分类后的一种广告集合形式。纸质媒体或网络的分类广告是指版面位置相对固定一组短小广告的集纳，它把广告性质分门别类作为有规则的排列，以便读者查找，适应了市场经济多层次、多类别广告信息传播的需要。类别：出租（For Rent）、承租、待聘（Job Wanted）、招聘、售物（For Sale）广告。另外还有遗失启示（Lost）、招领启示（Found）、寻人启事（Child Lost/Man Lost/Woman Lost）、征稿启事(Contributions Wanted)、招标启事(Invitation to Bid),更正启事(Corrections)、影剧院的预演广告等。格式：分类广告没有固定不变的格式，首先选择表示广告类别的标头语(heading)，然后简洁地表述广告内容(content)，最后写清联系人和联系地址或电话(contact)。语言：广告语言的共同特点是：语法简单，语言简练，表达清楚。为了节省广告费用，常用缩略词语及省略句取代完整的单词和句子。下面是常用的广告缩略语：ads: advertisements p/t: part timef/t: full time M/F: Monday through Fridaymon: month even: evening misc: miscellaneous Ave: avenue btwn: between Sts: streets exp. wy: express (high)waybdrm: bedroom mod: modern avail: available Xmas: Christmas furn:furniture apt: apartment b/w: black and white Task 2 Sample WritingNews Editors and Writers WantedThe Shanghai Star, a China Daily Group newspaper, is expanding and assembling a staff of Chinese and expatriate journalists who are capable of turning out international-quality news material. We are looking for experienced news editors and writers who can work well in an English-language environment. We now have openings in our business and entertainment / lifestyle sections. Please send your resume and three samples of your latest work to , or weihua_.For Rent Large Room for ladies only, begins Feb; 3 or 6 months lease. Single, $100-$200.