Unit Six Advertisement

1. Unit SixAdvertisement

2. Cultural Background or Related Information Advertising has become a very specialized activity in modern times. In the business world of today, supply is often greater than demand. Different manufacturers of the same kind of product have to persuade customers to buy their own product. By advertising they remind consumers of the name and the qualities of their product, and the place to buy it. Advertisements can be seen or heard everywhere, in newspapers, on posters, by radio and on TV. Manufacturers pay for songs or talk shows about their product in commercial radio programs. They may hire beautiful salesgirls to distribute samples. They also have advertisements put into programs that will accept them. Often large sums of money are spent on advertisements. People choose to buy certain product because they think it is the best. We usually think so because the advertisements say so.

3. Advertising with creative ideas can often add value and character to the brands. Advertisements with great ideas often lead to high share of the market. But some advertisements just display the products and talk a lot about their good points. Because they lack of creativity, they have very little impact on us, thus are not memorable and do little for the brands’ awareness and character.

4. Part One Listening and Speaking●Listening●Speaking

5. Listening Scripts and Keys Activity 1 SUMMARY Directions: Listen to the news report, summarize the Main ideas and then write them on the note sheet Given below.

6. In a new program to encourage graduate students to enter public service, Harvard University plans to give $14 million in “presidential scholarships” over the next three years to 200 to 300 graduate students interested in public service or research careers. It will also offer below-market-rate loans to all 12,000 of its graduate and professional students —including those from outside the United States—to support those who enter less profitable public-interest careers.

7. Note Sheet The purpose of the program: To encourage graduate students to enter public service (1). The amount of money: $14 million in “presidential scholarships” (2). Time: over the next three years (3) . Beneficiary: 200 to 300 graduate students interested in public service or research careers (4). Additional offer: Below-market-rate loans to all 12,000 of its graduate and professional students (5).

8. Activity 2 CONVERSATIONS Directions:In the part you will hear 5 conversations. Listen carefully and fill in each of the following blanks with the word you hear.

9. Conversation 1 A: As a matter of fact, I appreciate your help very much. But I don’t find it desirable. B: There’s another three-day trip by train (1). But it’s more expensive. A: How much is that one? B: That’s $100. A: I think I’d prefer to go by train. What about the accommodation that goes with that trip? B: Well, it’s inclusive. It’s a three-star hotel, which has pretty good quality (2), right in the center of town. A: Wonderful! B: All right.

10. Conversation 2 A: Do you think people today do a good job of planning for financial (3) emergencies? B: Well, I think most people want to have a secure future. However, they don’t have enough information about what or how to save. A: Then how much money do you think people should save for themselves? B: You should save 3-6 months worth of your annual salary. A: What’s the biggest mistake (4) people make? B: Well, they tend to live from paycheck to paycheck. And when something unexpected occurs, they just go deeper and deeper into debt.

11. Conversation 3 A: Today, we’ll talk about young people’s opinions on unemployment and job expectations (5). Let’s ask our guest, Jane? B: Well, I’m going to study business at university. As for the unemployment problem, I don’t think it will get any better. A: Then, how about your friends? B: Well, the first example (6) is Thomas. He left university four years ago and he still hasn’t found a job, so he doesn’t think he’ll stay here. A: Then, where will he go? B: Well, he’ll probably go to America. He says there are lots of jobs there. A: Ok. Any others? B: I have another friend whose name is Steven. He is going to be a teacher. A: That sounds very promising.

12. Conversation 4 A: Good morning. I’d like to know something about the weather in Bournemouth in autumn. B: Well, in September and October you can expect it’s sunny and doesn’t have too much rain (7), but the evenings tend to be cool. A: I wonder if you could tell me anything about the nightlife? B: Yes. There are several cinemas, stage shows, night clubs and discos – and of course plenty of pubs and restaurants. A: Could you tell me a bit more about the restaurants? B: Yes. There are Italian, Indian, Chinese, Middle Eastern, and Greek restaurants. There’s even a Swiss restaurant, believe (8) it or not!

13. Conversation 5 A: Good morning. You are a new patient (9), I think. What is the trouble? B: Sometimes I feel cold and sometimes I feel hot. I have a headache, too. A: Put this thermometer under your tongue … Now, let’s take a look at your temperature. B: How hight is it? A: It is 39 degrees (10) centigrade, which is a bit high. B: It isn’t too bad, then. A: It is just a bad cold. I will prescribe you some pills. B: Thank you.

14. Activity 3 PASSAGE Directions:In the part there is only one passage. Listen to the passage twice. At the end of the passage, you will hear 5 questions which will be read only once. After you hear a question, you must choose the best answer from the 4 choices marked A, B, C and D.

15. Americans, like many people elsewhere in the world, like to invite friends to their homes for an evening of food, drinks and conversations. Formal dinners in fine homes and hotels in the United States are much the same as formal dinners anywhere in the world. But as most people in the United States have no servants, their dinner parties at home are very informal. As many small new homes have no separate dining rooms, or have very small dining space, guests can also serve themselves and eat in the living room, holding their plates or trays on their knees. A more enjoyable form of entertainment is a picnic. Americans love picnics, and almost every family has a picnic basket. Summer invitations are often for a picnic at the park or in the open countryside. Unless hamburgers and hot dogs are cooked over a fire, picnic food is usually cold, like sandwiches, salad and potato chips. Watermelon is a favorite dessert, followed very often by baseball for the young and active, and naps for the old and weary.

16. Questions and Answers 1. Q: What do Americans like to do with their friends? A: D. To invite them over to dinner at their homes. 2. Q: Why do most Americans prefer informal parties? A: B. Because they have no servants to help them prepare formal parties. 3. Q: What do people seldom have at a picnic according to the passage? A: C. Cold food. 4. Q: What do the young and active usually do after having some dessert at a picnic? A: B. Do some sports. 5. Q: What do the old and weary usually do after having some dessert at a picnic? A: C. Take a nap. BACK

17. Speaking Activity 1 Samples —— Gender roles are used in ads. Most handsome and successful men are associated with luxury houses, cars, computers and beer. Most beautiful and graceful women appear with cosmetics, costumes and chocolates. —— Perceptions like freedom and popularity are highlighted in most ads. Those are two things highly sought out in today’s society. —— Background design is important. Romantic setting, melodious music, and relaxing atmosphere will call people’s attention greatly, and they should be connected with something that most people want in their lives.

18. Activity 2 Samples —— I give priority to quality. For example, I will choose a pair of brand sneakers, or a coat made of good material, or delicious and nutritious food. I care little about ads. As a matter of fact, I hate those ads because they often interrupt a TV program while I am enjoying it. —— I really enjoy ads with romantic scenery, melodious music and a relaxing atmosphere. I am greatly influenced by those ads when I go shopping. I have the inclination to choose the products which are advertised by my favorite models. —— I will take price into consideration when I am making a buying decision. I like products showing up in ads. However, as a poor student, I cannot afford them.

19. Part Two Reading Text A Text B

20. Lead-in Activity : Discussion Samples 1. —— My favorite advertisement is the one for Double Mint chewing gum. It shows a boy and a girl in an elevator, they are a couple. The boy leans over to kiss her; suddenly his head turns into a giant onion, and the girl is waving her hands to drive away his bad breath. The boy is very embarrassed. Then the girl seems to remember something, she fishes out a Double Mint chewing gum from her handbag and offers it to the boy. They finally have their kiss. The advertisement is funny, it makes people laugh, but it clearly conveys the idea that Double Mint chewing gum could be used to get rid of bad breath.

21. —— The advertisement that I like most is the one for Qingfeng tissues. In the ad, a dog is playing with a roll of Qingfeng tissues; it bites into one end of the tissues and reels(卷) out the roll by running around the house. At last, the tissues are all over the house, however, they do not rip（断开）a bit. The advertisement is quite interesting, and it shows how soft Qingfeng tissues are.

22. 2. —— I hate the advertisements that run over and over again. They make me angry. I hate the advertisements that boast a lot about their products. I hate the advertisements with young and beautiful women. They are deceitful, because they make people believe that we are all going to be that beautiful after using their products. —— I like creative advertisements because they are more memorable. I like advertisements that feature young and beautiful women, because they are nice to watch. I like interesting advertisements, because they make me laugh and feel good about the brand.

23. Reading Language Focus 1. Name 10 advertisements that you can spontaneously recall, describe, and associate with brands. (Para. 1) name在本文中作为动词，表示“列举，说出某物的名称”的意思。例如： ◆Please name your favorite football stars. 请列举出你最喜欢的足球运动员。 name作为动词最常用的意思是“命名，给……取名”。例如： ◆ The boy was named George after his uncle. 那孩子随他叔叔的名字取名乔治。 recall是动词，在这里表示“使回忆，回想，想起”的意思，与recollect同义。课文中后面出现的recollection是recollect的名词。例如： ◆ I recalled my schooldays. 我回忆起我的学生时代。 ◆ I recollect having heard him say so. 我记得他这样讲过。

24. 2. … and there are not many creative ideas that have an impact and are memorable. (Para. 2) that引导定语从句，修饰ideas。that可引导定语从句。例如： ◆ They live in a house that was built 200 years ago. 他们住在一座两百年前盖的房子。

25. 3. The top-of-mind recall of brands, which often leads to a high share of the market, is usually helped by spontaneous recollection of advertising.(Para. 2) top-of-mind指存在于人的意识最高层中的东西，表示“第一提及”的意思。which引导非限制性定语从句，修饰top-of-mind recall，recall用作名词，在句中作主语。 spontaneous表示“自发的，一时冲动的”的意思。例如： spontaneous applause（自发的鼓掌），a spontaneous manner（自然的举止） 短语share of market相当于market share，表示“市场份额”的意思。

26. 4. Coca-Cola had a television commercial where two guys in a hospital put their hands to their heads, using their mental energies to magnetize two Coke bottles to fly over a sleeping nursing matron to reach their beds. (Para. 5) where引导定语从句，相当于in which，修饰television commercial。magnetize本义为“使磁化”。例如： ◆ This screwdriver has been magnetized. 这把螺丝刀已经被磁化了。 magnetize的喻义是“强烈吸引”的意思。例如： ◆ She can magnetize a theatre audience. 她能像磁铁般吸引剧院观众。

27. 5. It was a simple idea of mind over matter. (Para. 6) mind over matter表示“精神胜过物质”的意思。例如： ◆ Keeping to a strict diet is a question of mind over matter. 坚持某一规定饮食，是毅力能否战胜物质诱惑的问题。 6. It was charming and made me feel positive toward the brand. (Para. 6) charming是形容词，表示“迷人的，可爱的，有趣的”的意思。例如： a charming man/ village/ song（令人喜爱的男子/村庄/歌曲）

28. 7. It may not be credible but it doesn’t matter. (Para. 6) credible是形容词，表示“可信的，可靠的”的意思。例如： ◆ It is hardly credible. 这是难以置信的。 8. It may give some people the idea that Coke is for sick people,but I don’t think there would be many such customers.(Para. 6) that引导同位语从句，对idea做出明确的解释。注意I don’t think there would be many such customers中的否定的转移，本句实际否定的是宾语从句中的内容，即：我认为这样的顾客不会很多。例如： ◆ I don’t expect he would pass the exam. 我预料他不会通过考试。

29. 9. One featured person was sunbathing on the beach on a hot day. (Para. 7) feature在该句中作为谓语动词，表示“给（某人/某物）以显著地位，由（某人/某物）主演”的意思。例如： ◆ It is a film that features a new French actress. 这是一部由一位崭露头角的法国女影星主演的电影。 与feature搭配的词组是feature in sth.，表示“在某事物中起主要作用或扮演主要角色”的意思。例如： ◆ Does a new job feature in your future plan? 新的工作在你的未来计划中十分重要吗？ feature还可以作为名词，表示面部的一部分，如：眼、鼻、口等。例如： ◆ His eyes are his most striking feature. 他面部最突出的部分是那双眼睛。 feature的复数形式features，可以用来表示指“面容，容貌”的意思。 例如： ◆ She is a woman of beautiful/striking/delicate features. 她是一个相貌漂亮/动人/秀气的女子。

30. 10. Then a Pepsi vendor came, poured Pepsi into a glass while his loudspeaker echoed the sound effects of the cool, refreshing drink. (Para. 7) pour into表示“倒入，倒进”的意思，但是这个词组可以引申为“(使)川流不息地涌入/出”的意思。例如： ◆ Tourists poured into Hangzhou during the West Lake Exposition. 在西湖博览会期间，大量游客涌进杭州。 ◆ People poured into the hall when he came. 当他出现时，人们涌进了大厅。

31. echo是动词，表示“发出回声，共鸣”的意思。例如：echo是动词，表示“发出回声，共鸣”的意思。例如： ◆ The valley echoed as he sang. 他唱歌时，山谷发出了回声。 echo作为动词还可表示“随声附和，重复”的意思。例如： ◆ He echoed every word of his superior. 他随声附和他上级说的每一句话。 refreshing在这里用作形容词，意思是“使人精神振作的，提神的”意思。refreshing还可以表示“（因少见或新奇）令人欣喜的，使人耳目一新的”。例如： ◆ This breeze is very refreshing. 这微风使人心旷神怡。 ◆ The holiday was a refreshing change for us. 这次假期与众不同，我们都感到很新奇。

32. 11. The sunbathers heard the sound and one by one, they tiptoed over to the vendor, exclaiming “ouch, ouch” as they walked on the hot sand. (Para. 7) tiptoe在这里用作动词，表示“踮着脚悄悄地走”的意思。例如： ◆ She tiptoed to the bedside of the sleeping child. 她踮着脚悄悄地走到酣睡的孩子床前。 exclaim表示“惊叫，呼喊”的意思。例如： ◆ She could not help exclaiming at how much his son had grown. 见到他的儿子已经长那么高了，她不禁惊叫了起来。 ◆ He exclaimed that it was untrue. 他大声说那不是事实。

33. 12. With soft, soothing music, the commercial eventually showed the mother crying with joy as she touched her baby’s finger. (Para. 9) soothing是形容词，意为“抚慰的，使人宽心的”。例如： soothing music（令人舒畅的音乐），a soothing body lotion（润肤液） as是连词，表示“正当……”的意思，引导了状语从句。as可引导时间状语从句。例如： ◆ As I was coming here, I met Mrs. White. 我来这儿的路上遇到了怀特夫人。

34. 13. … which is that men would act on impulse when they catch the fragrance when a woman is nearby. (Para. 10) that引导的是表语从句。两个when引导的时间状语从句分别表示动词act和catch发生的时间。impulse是名词，表示“推动，冲动”的意思。例如： ◆ A sudden impulse of anger arose in him. 他内心突然升起一阵怒火。

35. 14. This is creatively expressed through the idea of flowers, following each man in each commercial impulsively buying flowers and catching up with the lady to present her the flowers, much to her surprise, amusement and appreciation. (Para. 10) amusement是amuse的名词，表示“娱乐，消遣，娱乐活动”的意思。Amuse表示“给……娱乐，逗……乐”的意思。例如： ◆ I amuse myself with / by reading. 我以读书自娱。 ◆ We were amused at the joke. 我们觉得这个笑话真有趣。 much to her surprise表示“令她感到非常吃惊”的意思。例如： to his disappointment（令他感到失望的是）；much to our satisfaction （令我们感到满意的是）。

36. 15. … while the other dramatized people running around to form a smiling face. (Para. 11) dramatize是动词，表示“戏剧地表现，夸张”的意思。例如： ◆ Don’t believe everything she tells you; she tends to dramatize. 她的话不可尽信，她往往言过其实。 ◆ The affair was dramatized by the press. 新闻界把事情夸大了。

37. 16. Big creative ideas can come from animals, symbols, visual or sound effects, dramatic filming and so on. (Para. 12) come from是固定短语，表示“来自，源于”的意思。例如： ◆ Much of the butter eaten in England comes from New Zealand. 英国境内所食用的黄油有很多是来自新西兰。 17. They don’t come easily but are worth having.(Para. 12) worth是介词，常用的结构是be worth sth./doing sth.表示“值得……”的意思。例如： ◆ The problem is worth attention. 这个问题值得关注。 ◆ The movie is worth seeing. 这部电影值得一看。

38. 18. The commercial centred on a fat man’s face throughout, with a hand pinching and squeezing the flesh until a smiling face was formed. (Para. 13) centre on表示“将某人/某物当作中心、重点或主题”的意思。例如： ◆ Her research is centered on the social effects of unemployment. 她的研究课题是失业的社会效应。 throughout在文章中用作副词，表示“彻头彻尾，自始自终”的意思。 例如： ◆ The house is well built throughout. 这房子整个都造得好。 ◆ He was wrong throughout. 他全都错了。

39. throughout也可以做介词，后面跟宾语。例如： ◆ I’ve looked throughout the house. 我已经仔细查看过这座房子。 pinch和squeeze都表示“拧，挤，压榨”的意思。例如： ◆ The shoes pinch me. 这鞋太挤脚。 ◆ I squeezed myself into a crowded bus. 我挤入拥挤的公共汽车里。 with a hand pinching and squeezing … 是with引导的独立主格结构。

40. 19. The message conveyed the importance of friendliness and courtesy in the tourist business. (Para. 13) message表示“广告词句”的意思。Convey表示“传达，转达”的意思。 例如： ◆ I can’t convey my feelings in words. 我的情感难以言表。 ◆ He personally conveyed his parents’ message to the teacher. 他亲自向老师转达了他父母的问候。

41. 20. Big ideas create an impact and help reduce the frequency during each burst of advertising. (Para. 14) Burst表示“某事物的突然爆发”的意思。例如： a burst of anger（怒火迸发），a burst of applause（一阵欢呼） burst还可以用作动词，其过去式和过去分词都是burst，表示“爆炸，胀破”的意思。burst的常用词组是burst into sth. ，表示“突然而猛烈地发出或产生出某事物”的意思。例如： ◆ burst into tears/song/anger（突然哭/唱/发起怒来）

42. Translation of Text A 广告需要大创意 请列举出10个你不需要经过深思熟虑就能自然而然回想、描述和跟品牌联系起来的广告。 很难吧？这一点也不令人惊讶，因为我们身边只有少数的创意能对人产生影响，令人久久难忘。在同一类产品中，如若某一品牌最先被人们想起，则会促进该品牌拥有较大的市场份额。 而这通常得益于对广告自然而然的回想。 拥有“大”创意不仅能够使广告容易被人想起，而且可以使品牌增值并且个性十足。 让我跟大家分享几个我能自然回想起来的富有创意的广告吧。 在可口可乐的一则电视广告中，医院里面有两位男病人将双手放到各自脑袋旁边，用意念力将两瓶可乐吸引过来，只见那两瓶可乐飞过一个熟睡的护士长，在他们的病床上“着陆”。然后他们津津有味地喝了起来。接着这两个病人又看到两位美丽的护士从门口走过，他们又将手伸向了脑袋。

43. 广告的创意很简单：精神战胜物质。这则广告很吸引人而且让我对这个品牌颇有好感。也许有点令人难以置信，但没有关系。也许有些人会产生误解，认为可口可乐是病人才喝的，但是有这种想法的顾客毕竟为数不多。这则广告风趣地与可口可乐的品牌个性保持了一致。广告的创意很简单：精神战胜物质。这则广告很吸引人而且让我对这个品牌颇有好感。也许有点令人难以置信，但没有关系。也许有些人会产生误解，认为可口可乐是病人才喝的，但是有这种想法的顾客毕竟为数不多。这则广告风趣地与可口可乐的品牌个性保持了一致。 百事可乐也有一些令人难忘的广告。其中一则特写了在酷暑的某天在沙滩上晒日光浴的人们。这时候一个卖百事可乐的小贩登场，他把百事可乐倒入一个玻璃杯，与此同时，他的扬声器回响着倒可乐时凉爽提神的音响效果。那些晒日光浴的人闻声而来，一个接着一个。他们踮着脚尖，踩着灼热的沙滩，烫得发出“嗷，嗷”的声音，纷纷来到了小贩面前。 这两则软饮料的广告故事情节都很简单，但都富有戏剧性，充满活力，而且具有震撼的音响和视觉效果。 强生公司的广告也给人留下了深刻的印象。广告中一位母亲在医院里怀抱着她刚出生的婴儿。伴随着轻柔舒心的音乐， 广告最后一幕中， 这位母亲碰触到婴儿的手指，高兴得哭了起来。这种爱的表达使强生这个品牌跟温柔、爱和关怀联系在了一起。这则广告非常成功，因此被制作成了多国语言版本。

44. 联合利华推出的激发身体冲动的喷雾剂多年来一直沿用着一个简单的理念。他们认为要是男人闻到在他附近的女人身上的一缕芬芳，男人就会凭冲动行事。这个主张被创造性地用花表现了出来。每个广告中的每个男人都冲动地买了一束鲜花，赶上那位芳香四溢的女士，献上鲜花，让女士又惊又喜又满怀感激。联合利华推出的激发身体冲动的喷雾剂多年来一直沿用着一个简单的理念。他们认为要是男人闻到在他附近的女人身上的一缕芬芳，男人就会凭冲动行事。这个主张被创造性地用花表现了出来。每个广告中的每个男人都冲动地买了一束鲜花，赶上那位芳香四溢的女士，献上鲜花，让女士又惊又喜又满怀感激。 英国航空公司也有两则颇有创意的广告。一则表现的是纽约的整个曼哈顿岛被运到了半空中。另外一则戏剧化地表现了一群人东奔西跑最终形成一张笑脸。 大创意可以来自动物、符号、视觉或听觉效果、戏剧性的拍摄手法等。大创意不是轻而易举得来的，但却值得拥有。有些制作起来费用昂贵，有些则不然。 我记得一则为新加坡旅游促进局制作的预算很低的电视广告。广告自始至终都集中在一个胖乎乎的男人的脸上， 有一只手一直在他的脸上又捏又掐的，直到最后脸上露出了微笑。广告词传达的是友好和礼貌在旅游业中的重要性。 大创意能够产生影响，而且可以帮助减少在每次广告大轰炸中的播放频率。我宁愿把钱花在创作一个令人铭记在心的点子上而不愿在毫无新意、过目就忘、对我的品牌意识和品牌个性无所贡献的广告上浪费钱。

45. Exercises Understanding the Text READING COMPREHENSION 1. 答案：C。解析：参照课文第三段。 2. 答案：C。解析：参照课文第三段。 3. 答案：B。解析：参照课文第五段。 4. 答案：D。解析：参照课文第七段第三、四句。 5. 答案：B。解析：参照课文第九段第四句。 6. 答案：C。解析：参照课文第十段最后一句。 7. 答案：A。解析：参照课文第十二、十三段和全文。 8. 答案：C。解析：参照课文最后一段第一句。

46. TOPICS FOR DISCUSSION Samples 1. —— I like the advertisement for Pepsi-Cola most, because it is very effective. Without saying a word, the fact that the drink is cool and refreshing speaks for itself. I believe if I were a sunbather on the beach at that time, I would run to the vendor without hesitation. The advertisement is very creative. 2. —— I don’t think so. I seldom see very creative advertisements in China. Most of them just show the products and say a lot of nice things about them. Especially before the Spring Festival, all kinds of advertisements attack our eyes and ears, saying that they are the best choices at present. Most of the advertisements are similar and they lack creativity and freshness.

47. Language Power Building Word Focus WORD OUT-CROSSING

49. MULTIPLE-CHOICE 1．答案：B. name。 解析：name表示“列举出”的意思。 2．答案：A. spontaneous。 解析：spontaneous：自然而然的，自发的；charming：迷人的； unmemorable：不容易记住的；commercial：商业的。 3．答案：D. recollections。 解析：vague recollections of childhood表示“依稀记得童年往事”， recollections通常用复数。 4．答案：C. magnetized。 解析：magnetize：吸引；pinch：捏，挤；hold：握住；catch：抓住。 5．答案：A. mind over matter。 解析：mind over matter表示“精神战胜过物质”的意思。

50. 6．答案：C. joy。 解析：joy：快乐；concentration：专心；carefulness：小心； recollection：回忆。 7．答案：A. poured into。 解析：pour into：涌入；fall into：落入，陷于(混乱,错误等)； drop in：拜访；put in：放入。 8．答案：C. refreshing。 解析：refreshing意思是“耳目一新的”。 9．答案：D. tiptoed。 解析：tiptoe：蹑手蹑脚地走；run：跑；rush：冲；come： 来。 10．答案：A. soothe。 解析：soothe：使（痛苦，疼痛等）减轻，缓解；refresh：使精 神振作，使恢复精力；squeeze：挤压；echo：回音。