高职高专核心英语综合教程下册Unit 7 Advrtisement

1、uthe advertisement has been called the voice of business, for it announces new products and describes new uses and improved features of familiar ones. it seeks to make people know the things they need and to make them want to buy these things, and it tells what products or services are on the market

2、, and how they can be obtained. the advertisement plays a vital role in the spread-out and flow of goods. advertisements lead to improving products by stimulating competition. advertisements can also lower the prices of products by creating the mass demand, or mass markets that help support mass pro

3、duction. the role of advertisement uthe advertisement can be a service to people. first, it is informative, and can help people buy and sell goods. second, it can widen peoples knowledge, and make people more experienced. lastly, people can enjoy themselves through those programs which advertisement

4、s have been put into. usome advertisements, however, are not very useful to people, sometimes even harmful. in modern times, many advertisements are subjective rather than objective, persuasive rather than informative. the only purpose of these advertisements is to persuade people to buy their poorl

5、y made products. therefore, it is wise for people to make sure the advertisements are telling the truth. prons & cons of advertisingpractice book(answer key)part 1activity 1activity 2activity 3part 2we could be togetherexercise 1exercise 2exercise 3part 3pre-readingtext atext bpart 4brainstormin

6、gtaskpart 5activityanswers activity 1: uwork in groups of three or four students. looking at the following logos of some famous companies in the world. try to identify them and say something about their products and slogans. activity 2: look at the slogans and brands. match the information in column

7、 a with the choices in column b.1. a diamond lasts forever.2. connecting people3. the new digital era4. mosquito bye bye bye.5. take toshiba, take the world.6. lets make things better.7 no business too small, no problem too big.8. a kodak moment.9. i ask for more.10. man always remember love because

8、 of romantic only.a. 让我们做得更好。（飞利浦电子）让我们做得更好。（飞利浦电子）b. 就在柯达一刻。（柯达相纸胶卷）就在柯达一刻。（柯达相纸胶卷）c. 钻石恒久远，一颗永流传。（第比尔钻石恒久远，一颗永流传。（第比尔斯）斯）d. 男人是因为有浪漫才记得爱情。男人是因为有浪漫才记得爱情。（万宝路（万宝路marlboro）e. 没有不做的小生意，没有解决不了的没有不做的小生意，没有解决不了的大问题。（大问题。（ibm公司）公司）f. 科技以人为本。（诺基亚）科技以人为本。（诺基亚）g. 数码新时代。（索尼影碟机）数码新时代。（索尼影碟机）h. 拥有东芝，拥有世界。（东芝电子）

9、拥有东芝，拥有世界。（东芝电子）i. 蚊子杀杀杀。（雷达牌驱虫剂）蚊子杀杀杀。（雷达牌驱虫剂）j. 渴望无限。（百事流行鞋）渴望无限。（百事流行鞋）acdbfeghij activity 3: what is your favorite advertisement? what is the reason why it attracts you and impresses you deeply? discuss with your partners.withdraw v. 取收回取收回;（使）（使）撤退出撤退出elegant a. （人或其举止）（人或其举止）优美的，漂亮优美的，漂亮的的soph

10、isticated technology 工艺精良工艺精良attractive design 款式新款式新颖颖elegant shape 式样优式样优雅雅fashionable patterns 花色花色入时入时for your selection 任君任君选择选择beautiful in colors 色彩艳色彩艳丽丽excellent quality (high quality) 品质优品质优良良new words & expressions tom: good morning, candy. how are you today? candy: im doing fine. how

11、 about you? tom: great, thanks. so, whats the status of our advertising campaign? candy: as i mentioned before, a national campaign will start next month. weve decided to use a variety of media for full coverage. first, well have 30-second spots on television once a day for 3 weeks. at the same time

12、, well do 15-second radio commercials 3 times a day in selected cities with large populations. finally, well have some outdoor ads using billboards near the main entrances to big cities. tom: what style will the ads be? candy: were focusing on slice of life, showing how you can beat the summer heat

13、by biting into a cool ice-cream sandwich. well also show everyone there are variety of flavors and theyre not stuck with just vanilla. tom: sounds like an ideal approach. will we have a new slogan? candy: definitely. the advertising agencys working on that right now. theyll have some proposals ready

14、 by the end of the week. tom: sounds like well have a winner on our hands! helen: we want to use the right marketing mix to reach our target market. lemond: certainly. weve done some tactical planning already. we think weve come up with a good plan. helen: what media do you plan to use? lemond: well

15、, taking into account the image you want to project, weve asked our copywriters to prepare copy for computer magazines and the internet first. helen: so that way, our advertising dollars would be focused on people we know are computer users. (1) lemond: yes. well also run billboard and newspaper ads

16、 to help create broad brand recognition. helen: will there be any direct mail? lemond: no. that would not be correct for a manufacturer like you. leave that to the retailers. helen: good point. please prepare a more detailed proposal, and then ill pitch it to the higher-ups. lemond: great. well get

17、started right away. (2) word n. 单词单词 durable a. 持久持久的，耐用的的，耐用的multi-functional a. 多功能化多功能化 chain n. 链；连锁链；连锁strap v. 包扎；包扎；给给打绷带打绷带 n. 带带子子listen to the song answersnew words & expressionswe could be together (song of chivas) we could be togethereveryday togetherwe could sit foreveras loving wav

18、es spill overthe moon is fully risenand shines over the seaas you glide in my visionthe time is standing stilldont shy away too longthis is a boundless dreamcome close to me my reasonill take you in my wingswe could be together（1） we could be togethereveryday foreverwe belong togetherfurther seas an

19、d overin the garden of the seai see you looking overwith my wistful melodyyou leap into the waterit is no breaths sighingthis is the mermaid songthe singing of my sistersthe sea has drown for longwe could be together（2）direction: listen to the following five short dialogues. after each dialogue, the

20、re is a question. both the dialogues and questions will be spoken only once.1. a. in a restaurant. b. in a hospital. c. at a post office. d. at a railway station.2. a. he will go to the concert. b. he has been to the concert. c. he is not interested in the concert. d. he cant go to the concert.3. a.

21、 $2. b. $12. c. $7. d. $14.ex1：dialogueanswersclick the linkdirection: listen to the following five short dialogues. after each dialogue, there is a question. both the dialogues and questions will be spoken only once.4. a. hes going to find a job. b. hes going to go abroad. c. hes going to study for

22、 a degree. d. hes going to do a part-time job.5. a. husband and wife. b. nurse and patient. c. teacher and student. d. boss and employee.ex1：dialogueanswersclick the linkdirection: listen to the 2 conversations twice. after each conversation, there are questions. both the conversations and questions

23、 will be spoken two times.ex2： conversation(1)1. a. its size. b. its price. c. its delivery. d. its code number.2. a. the goods were lost. b. they have been sent. c. the delivery will be delayed. d. they will soon be returned.click the linkdirection: listen to the 2 conversations twice. after each c

24、onversation, there are questions. both the conversations and questions will be spoken two times.ex2： conversation(2)3. a. radio. b. machine. c. bookcase. d. recorder.4. a. high. b. good. c. cheap. d. expensive.5. a. the quantity. b. the distance. c. the weight. d. the price.click the linkdirections:

25、 you will hear a recorded passage. after that you will hear five questions. both the passage and questions will be read two times. 1. what is the feature of battery of rossini watch? it can be _ with the light it gathers from the sun. 2. what can it serve as to wake you up? it can serve as _ and wak

26、e you up at any time. 3. how can you listen to a piece of music? we can touch _ at the left side. 4. what will you listen to whenever you touch the red button at the left side? you may also listen to a piece of _. 5. how do young ladies like this watch? it is _ with young ladies. exercise 3：passagea

27、nswersclick the link here are the features of the new rossini watch. first, it is solar-powered. the battery inside can be recharged automatically with the light it gathers from the sun during the day. it keeps exact time with a difference of only minutes a year. second, it is very durable. its face

28、 is made of glass as hard as diamond. third, it is multi-functional. it will not only give you the exact time, but also display the date of the month and the day of the week. it can also serve as an alarm clock and wake you up at any time you wish. you may also listen to a piece of music whenever yo

29、u touch the red button at the left side. finally, the leather chain straps are offered in various colors. they can be changed easily to match the different colors of your clothes. recent market research shows that it is very popular with young ladies. ex.3 transcript directions:free discussion:if yo

30、u have a chance to create a product, what logo and slogan will you plan for it?please design a logo and slogan for your new product.1. to be a consumer, what do you think of the ads and do you think all the products in ads are believable?2. will you buy all the products in ads? why?pre-reading activ

31、ity: free discussion1. influence 2. flood3. unavoidably1) the operation unavoidably caused the patient much pain. 2) i have been unavoidably prevented from coming.1)the labour enthusiasm of the workers strongly influenced us. 2) her influence made me a better person. 1) many houses were destroyed by

32、 the flood.2) the room was flooded with moonlight. text a：language points4. vary1) our customs vary from place to place. 2) conditions vary from one country to another.5. trial 6. set about7. recommend 1) can you recommend a classmate who can take up the job? 2) my neighbor recommended her own daugh

33、ter as an excellent secretary!1) well make a trial of his intelligence. 2) he gave the bicycle a trial before he bought it. 1) the girl attendant has set about cleaning the room. 2) we set about our task at once with great enthusiasm.text a：language points8. profoundly1) he profoundly believed in th

34、e future victory of the revolution. 2) memory can be profoundly shaped by subsequent experience.9. establish10. enforce 11. exaggerate1) dont exaggerate the difficulties of your work. 2) she always exaggerates when she tells something shes done.1)we have established diplomatic relations with many co

35、untries. 2)our hospital was established in 1956. 1) they tried to enforce agreement with their plans. 2) the police enforce the law. . text a：language points12. fame1) his fame spread all over the country. 2) she came to fame through hard work.13. eventually 14. share 15. in the long term 1) we must

36、 aim for world peace in the long term. 2) in the long term we hope to make large profit on it. 1)we waited three days for the letter and eventually it came. 2) he hated his stepfather and eventually ran away from home. 1) i deem it advisable to purchase the shares in the railway now. 2) after his de

37、ath his property was shared between his children. text a：language points 16. regarding 1) regarding john, i will write to him at once. 2) regarding the punishment, what would you advise? 17. fraud 18. violate 19. survive 1) most parents expect that their children will survive them. 2) fortunately he

38、 survived the traffic accident. 1) i saw through the fraud. 2) he said he was an insurance salesman, but later she discovered he was a fraud.1) the country violates the international agreements. 2) our privacy should not be violated. text a：language points 20. differ from1) she differs from her sist

39、er in the color of her eyes. 2) the two theories differ from each other in many ways. 1. people can see all kinds of advertisement on tv, newspapers, buses, etc. text a，exercise 1answers3. consumers can believe the advertised products very quickly. 2. theres no relationship between consumers recomme

40、ndation and the sales of products.4. there are strict supervising systems of advertising in the developing countries. (f) (f) (f) (t) 5. the exaggerating products will damage the companys long established fame and lose theirmarket shares. text a，exercise 1answers7. in developed countries, if a compa

41、ny puts forward fake advertisements, it will be fined heavily. 6. all the advertised products are good and worth buying. 8. we neednt learn from the methods of developed countries to protect consumers.(t)(f)(f)(t)text a，exercise 2answers每一个小题按如下格式粘贴答案，用下划线标出每一个小题按如下格式粘贴答案，用下划线标出1.small companies fou

42、nd it hard to _ with the big ones. 2. i cant _ a room with some who never respects others. 3. the _ of our enterprise takes quite a long time. 4. my advice has no _ on his actions. 5. the room was _ with moonlight. 6. can you _ me a gardener? flooded compete influence establishment share recommend t

43、ext a，exercise 2answers每一个小题按如下格式粘贴答案，用下划线标出每一个小题按如下格式粘贴答案，用下划线标出7. _ his suggestions we shall discuss them fully. 8. take his words with a grain of salt. he always _. 9. they tried to _ agreement with their plans. 10. he congratulated himself on _ the air-crash. 11. _ national politics is simply in

44、different to the interests of foreigners. 12. how do you know a _ from the original? in most cases in regard to having survived enforce exaggerates fake 3. e b 2. d g 4. o h 5. i mtext aexercise 3answers1. a ftext aexercise 4answers1. 如果你继续行窃的话，最终是会如果你继续行窃的话，最终是会进监狱的。进监狱的。( eventually)if you continu

45、e to steal, you will be in prison eventually.2. 他的情绪每天都有变化。他的情绪每天都有变化。(vary fromto) 3. 他试图说服我接受他的想法。他试图说服我接受他的想法。 (set about)4. 炮声破坏了平常星期天早晨的宁静。炮声破坏了平常星期天早晨的宁静。（violate） 5. 这部戏剧可称为喜剧。（这部戏剧可称为喜剧。（be termed as）the drama may be termed as a comedy.he set about persuading me to his way of thinking. his m

46、ood varied from day to day. the sound of guns violated the usual calm of sunday morning. its almost too good to be true. but you can lose weight, gain energy, and feel fit while enjoying the sassy, mouth-watering splendor of tomato ketchup. made with world famous malaysia tomatoes bursting with vita

47、mins, hearty potassium, dietary fiber. want to make a good thing better? just add your spicy imagination, and join us now. text a，exercise 5美国厨师番茄酱，具有令人难以置信的好味道。在尽情享用它那美国厨师番茄酱，具有令人难以置信的好味道。在尽情享用它那使人垂涎欲滴的美味时，你也能减肥、增强精力并感到身体健康。使人垂涎欲滴的美味时，你也能减肥、增强精力并感到身体健康。它用闻名世界的马来西亚番它用闻名世界的马来西亚番 茄制成，富含维生素、促进心脏功能茄制成，富

48、含维生素、促进心脏功能的钾元素及食用纤维。想要好上加好吗？请发挥你丰富的想象力，的钾元素及食用纤维。想要好上加好吗？请发挥你丰富的想象力，现在就现在就加入我们的行列。加入我们的行列。 text b文化在广告中很重要 1 全球贸易的增长意味着，想在市场中具备竞争力的跨国公司全球贸易的增长意味着，想在市场中具备竞争力的跨国公司是承受不起由广告是承受不起由广告 失误所带来的巨额损失的。失误所带来的巨额损失的。 2 在国外，了解目标市场的语言及文化是跨国营销成功的关键在国外，了解目标市场的语言及文化是跨国营销成功的关键之一。然而，有太之一。然而，有太 多的公司在进入外国市场时陷入了尴尬的境地。多的公司

49、在进入外国市场时陷入了尴尬的境地。 3 在国际广告业中，翻译失误是许多错误的关键。在国际广告业中，翻译失误是许多错误的关键。4 美国汽车生产商通用汽车公司，在向波多黎各市场推荐其美国汽车生产商通用汽车公司，在向波多黎各市场推荐其chevrole nova系列汽车时，曾受到过损失惨重的教训。系列汽车时，曾受到过损失惨重的教训。nova在拉丁语里是在拉丁语里是新星新星 的意思，的意思， 在其他许多语言里也有在其他许多语言里也有星星星星之之意。但是在西班牙口语里听起来像意。但是在西班牙口语里听起来像nova这个词，意思是无法前这个词，意思是无法前行。没有人愿意买带有诅咒含义的汽车。在通用汽车公司将这

50、个行。没有人愿意买带有诅咒含义的汽车。在通用汽车公司将这个名字改为名字改为caribe后，汽车销量急剧上升。后，汽车销量急剧上升。 text b文化在广告中很重要 5 食品和饮料公司也会出现营销失误。美国一家食品公司生产食品和饮料公司也会出现营销失误。美国一家食品公司生产的的愉快的绿色巨愉快的绿色巨 人人（用于广告，蔬菜），被翻译成阿拉伯文后（用于广告，蔬菜），被翻译成阿拉伯文后成为完全不同的东西，意思变成成为完全不同的东西，意思变成 了了吓人的绿色怪物吓人的绿色怪物。6 当百事的流行口号被翻译成德文后，英语中的含义当百事的流行口号被翻译成德文后，英语中的含义请喝百事请喝百事可乐，天天生气可乐

51、，天天生气 勃勃！勃勃！在德语中暗示着在德语中暗示着与百事一起，从坟墓中与百事一起，从坟墓中复活复活。难怪德国的客人并没。难怪德国的客人并没 有急于去买百事可乐。有急于去买百事可乐。 7 成功的国际营销离不开良好的翻译。如果营销人员要想避免成功的国际营销离不开良好的翻译。如果营销人员要想避免失误，就必须研究失误，就必须研究 和了解其他方面的文化。和了解其他方面的文化。 8 如果营销者不理解和欣赏一种文化的价值、品味、地理、气如果营销者不理解和欣赏一种文化的价值、品味、地理、气候、迷信、宗教或候、迷信、宗教或 经济，他们就无法掌握目标市场。经济，他们就无法掌握目标市场。 text b文化在广告中

52、很重要 9 例如，美国设计师试图将一款新的香水引入拉美市场，但该例如，美国设计师试图将一款新的香水引入拉美市场，但该产品引不起顾客兴产品引不起顾客兴 趣。主要的原因是这款香水中含有的山茶花，趣。主要的原因是这款香水中含有的山茶花，根据传统，在许多南美国家常用于根据传统，在许多南美国家常用于 葬礼中。因为意识到外国广告葬礼中。因为意识到外国广告的特殊性质，公司对待翻译更加认真，对待文化也的特殊性质，公司对待翻译更加认真，对待文化也 更加敏感。防更加敏感。防止错误的最好的办法，就是雇用了解目标语言和习语用法的专业止错误的最好的办法，就是雇用了解目标语言和习语用法的专业翻翻 译，或使用译，或使用 回

53、译回译的技巧，以减少失误的可能性。这个过程的技巧，以减少失误的可能性。这个过程就是让一个人去将就是让一个人去将 一则信息翻译成目标语言，另一个人从目标语一则信息翻译成目标语言，另一个人从目标语言把它翻译回去。准确的翻译者致言把它翻译回去。准确的翻译者致 力于专注广告所包含的全部信力于专注广告所包含的全部信息，因为逐字逐句的复制是不能够表达隐含的含义息，因为逐字逐句的复制是不能够表达隐含的含义 的，并且通常的，并且通常会产生误解。会产生误解。 10 为别的国家设计广告，用语通常要求简短明白。为别的国家设计广告，用语通常要求简短明白。 11 也应该避免玩笑用语，因为有时在一个国家的人看来是有趣也应

54、该避免玩笑用语，因为有时在一个国家的人看来是有趣的话，在另一个的话，在另一个 国家的人来看并不是那么幽默。国家的人来看并不是那么幽默。 text b1.what is one of the keys to successful international marketing? uunderstanding the language and culture of target markets in foreign countries. 2. what does the word blunder mean in this passage? umistake. 3. why didnt the ge

55、rmany customers rush out to buy pepsi? ubecause the translated german pepsis slogan means come alive from the grave. 4. what does it mean by back translation? whats the use of it? uit means that one person translates a message into the target language and another translates it back. it can help to p

56、revent errors. text b5. why should marketers avoid jokes in advertisements? ubecause what is considered funny is one part of the world may not be so humorous in another. 6. what does nova mean in spoken spanish? uit means it doesnt go. 7. what is camellia used for in many south american countries? u

57、it was traditionally used for funerals in many south american countries. 8. what should be emphasized when designing advertisements? uthe messages need to be short and simple. activity: brainstormingdirection: use a mind map to brainstorm the following ideas. 1. why do the companies like to use adve

58、rtisements? where can they publish their advertisements?2. what are the essential elements of an advertisement?3. if your company wants to launch a new product, shampoo for example, what aspects will you consider when organizing the advertising campaign?tipsstructure of advertisementstask an adverti

59、sement usually includes headlines and body copy.1. headlines the success of the headline decides the success of the whole advertisements. the following principles may be adopted. (1) convince the readers that the advertised goods will be advantageous to them. (2) present newness in the headline. the

60、 following words are frequently used to show newness: new, now, suddenly, announcing, introducing, its here, improved, revolutionary, just arrived, important development, miracle, surprising, challenge, etc.tipsstructure of advertisementstask (3) show the name of trademark in the headline. (4) use words or que