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1、第四课IL Listening Skills1-i 2-a3-f 4-b5-c6-d7-h8-g9-eIII. Listening InTask 1: The Influence of AdvertisingRichard: Dad, I need a pair of new shoes for an important basketball game. My old ones look kind of funny.Father: Funny! We just bought those last spring. Theres a lot of life left in them.Richard
2、: But look at this ad with Yao Ming. He says these shoes give him extra spring.Father: Yao Ming is so tall that he doesnt need extra spring. Anyway, he makes money than I do. And they probably give him millions of dollars to wear those shoes.Richard: But if you bought me the shoes, Id wear them for
3、nothing. And Id have that extra spring.Father: Do you think Yao Ming reached the top just because of the shoes he wears? Or was it something else?Richard: You mean like hard work, dedication, that sort of thing?Father: Exactly. Just focus on your studies and forget the shoes.1. shoes 2. look kind of
4、 funny 3. there is still a lot of life left 4. ad5. give him extra spring6.as much money 7. need extra spring 8. millions of dollars9. wearing the shoes10. wear11. for nothing12. reach the top13. because of 14. something lese 15. hard work and dedication16. focus/concentrate on his studies 17. forge
5、tTask 2: ril get a camera.One day just before closing time, John rushed into a TV store to buy a color TV set with the money he had saved for three months. The friendly shop assistant was waiting for the days last and 10 customer to reach his sales target for his bonus, so he warmly greeted John and
6、 showed him the various models on display. He asked John to see how sharp and colorful the imagine on the screen was. At that moment, a new commercial came onto the screen, introducing a popular brand of camera as well as some beautiful pictures it had taken. The camera and pictures attracted John.
7、He suddenly changed his mind and told the shop assistant:叮hank you for the TV commercial. Now I have to hurry to the camera store to get that camera/LT 2.F 3.F4.T5.FTask 3: Dont even think about it!“Dont even think about it!” is a phrase commonly used in the United States when a person emphatically
8、denies or refuse something.In 1995, Shaquille O Neal, a popular basketball player, made a Pepsi commercial in which this phrase was used. The commercial begins with Shaq playing basketball, and a little kid is watching him. Then the boy cries out the name of this basketball star. Shaq turns to see t
9、he kid with a Pepsi n his hand. He walks over to the boy and says, “Hey, can I have it?” He bends over, supposing that his admirer will give him the Pepsi. But then the kid says, Dont even think about it! This commercial was rather popular, and it had been shown on TV for about three years. The comm
10、ercial seems to have a more dramatic effect than that produced by the Coca-Cola company in the 1970s. In the Coke ad a young boy meets football star Mean Joe Green as he is leaving the field a game. The boy gives his hero a bottle of Coke, and in exchange for the drink, the football player throws to
11、 the boy, who excitedly catches the souvenir.The phrase Dont even think about it! is used on many other occasions. Visitors to New York City are often amused to see a road sign with these words: tkDont even think about parking here. This road sign means that people are strictly prohibited from parki
12、ng there.1. A 2.D3.B4.C5.CIV. Speaking OutModel 1 Who pays?Laura: Hey!Bob: Hey! Look, this is a cool TV commercial. 4*Things go better with Coke !,Laura: 1 think the Pepsi commercial is just as attractive: The choice of a new generation! Bob: Yeah, but ihe competitors are just canceling out each oth
13、ers efforts.Laura: Thats quite true. They both pend piles of money to increase their market shares, but neither gains.Bob: Im afraid the extra costs of advertising will be passed on to Ihe consumers.Laura: I hear that the advenising produces a good image of a product, and that leads to consumer bran
14、d loyalty.Bob: What do you mean by consumer brand loyalty?Laura: It means consumers are loyal lo a 8rtain producl and keep buying it. Also, theyre willing to pay more.Bob: It seems contradictory. In other words, more sales mean lower production costs, but more advertising means higher costs to the c
15、onsumer. In the end the winner is of course the company.Laura: Thats true!Now Your TurnA: Look, Make yourself heard! The Ericssons TV commercial is so cool.B: I think the Nokias commercial is just as fascinating: Connecting People.A: Im afraid consumers will have to pay for the advertising.B: 1 hear
16、 that the advertisements create as a favorable onmage of a product, and that leads to consumer brand loyalty.A: Could you explain consumer brand loyalty?C: I mean consumers identify with the product and keep buying it. Sometimes theyre even willing to pay more.A: It is contradictory that increases s
17、ales lead to a lower production cost per unit, but moreadvertising results in greater costs for consumers. The winner is always the company.B: I agree.Model 2 Beware of ads!Peter: Mind if I switch channels? Those TV commercials are killing me.Jane: How can you say that? Watch: Take Toshiba, take the
18、 world. Fantastic! Theres a product you can depend on. A powerful product.Peter: If I were you, I wouldnt trust those commercials.Jane: Now, look at this McDonalds commercials! Arent those little kids cute? Oh, and theres such a warm family feeling.Peter: Just how an advertising agency wants you to
19、see McDonalds, youre the target audience. When they make TV commercials, they use scientific methods to learn what youll like and buy.Jane: Are you telling me those darling little children biting into Big Macs are part of a scientific project to get me into McDonalds?Peter: Advertises dont bother wi
20、th facts more. Instead they want the end-user-thats youto fall in love with their product.Jane: I see. So what youre saying is, “Watch out, or commercials will take over your life.Now Your TurnA: Shall we switch to another channel? I dont like those TV commercials.B: Why do you think so? Look: Just
21、do it! What a powerful product.A: I doubt it.B: Now, look at this LOre al commercial. The models skin is so smooth.A: This is what they want you to believe: use the product and you will get the same skin.B: You mean they are lying about the product? 1 dont really think so.A: Advertisers now appeal t
22、o emotions, not reason. They want you to like their product.B: Well, I dont really agree with you, but we can switch to another channel.Model 3 Are the free magazines free?Peter: Jane, whats that magazine youre reading?Jane: Its one of those free magazine you can pick up around town. Its got some pr
23、etty interesting articles in it.Peter: Wake up, Jane! Its not free at all. Look at it: Its all advertising.Jane: Maybe so, but if the advertising pays for the magazine, then I dont have to.Peter: Sure you do. The cost of the ads is built into the products.Jane: Still, I think advertising serves a us
24、eful purpose. It tells me about new products.Peter: A lot of companies spend more money on advertising than on making quality products.Jane: But some commercials are really fascinating. Besides, you have the freedom to choose not to look at the ads.Peter: Well, its time to cook dinner.Now Your TurnA
25、: Whats that brochure youre reading?B: Its a giveaway brochure you can easily find here and there. Its got some pretty interesting things in it.A: Do you really think so? Its not really free. Look at all the ads in it.B: Could be, but I dont have to pay for it.A: You bet you do. The cost6oof the ads
26、 is included in the products.B: Still, I think advertising tells me about new products. It helps me in choosing what to buy.A: This is just what the advertisers want you to do.B: But some commercials are really fascinating. Besides, youre didnt have to believe all the ads. A: Well, lets go swimming.
27、V. Lets TalkA Job Ad for a Friendly EmployeeA firm advertising for a “friendly employee has been asked to change its wording because it discriminates against unfriendly people.Travelco, a travel agency, put in a request for a Friendly employee to provide food for its staff. But the Job Center in Bri
28、stol told managing director Harry Smith that he would have to remove the word friendly before the advertisement could be accepted.Mr. Smith said he could not believe the decision and thought it was “ridiculous. He said: We were told we could not use that particular word because it was discriminatory
29、 against people who looked unfriendly. We thought it was ridiculous. Its only too natural for us to specify what kind of people we want. He added, t4The people at the center have since said they thought they had been a little over the top.”The center had made it a rule that certain words were nor al
30、lowed in ads and the words “motivated and enthusiastic had been banned in the past.An official of the center said: We do have guidelines of not using personality characteristics in advertisements to ensure that there is no discrimination in the process.She added: We should leave the dispute to the l
31、ocal judges. Theyll make the final decision. Its possible that a member of our staff has been over-enthusiastic in cutting out words in ads.Persons/AgenciesWords/ActionsReas on s/PurposesA firmadvertised for a friendly employee;Was asked to change the wordingdiscriminationagainstunfriendly peopleTra
32、velcorequested for a friendly employeeto provide food for its staff/employeesThe Job Centertold the Travelco managing director to remove【he word friendlyThe managing directorsaid was told not to use that word; thought it was ridiculousIt was natural to specify the kind of people they wantedadded tha
33、t the people at the center thought they had been alittle over the topThe centerhad decided that certain words were not allowed; e.g. motivated, enlhusiasticAn officialsaid they had guidelines of not usingpersonalitycharacteristicsno discriminationadded that they should leave the dispute to the local
34、 judgesto make the final decisionmaybe a member of their staff had been over-enthusiasticin cutting wordsVI. Furthering Listening and SpeakingTask 1: Banning Cigarette AdsNancy: Hey, Robert, what do you think about cigarette ads?Robert: They,re disgusting. Many countries have banned tobacco ads comp
35、letely.Nancy: I heard in the States advertises are not allowed to show young people smoking cigarettes, neither are ads targeted at youth allowed.Robert: But advertises keep finding ways around the law. Some years ago one cigarette ad showed a deer smoking, but it was dressed in a university sweater
36、. Obviously the ad is trying to attract young people.Nancy: In order to increase sales, they have to make smoking appealing to young people. Make them think its cool.Robert: Right. Cigarette manufacturers need to keep bringing in new customers. The old ones are dying of lung cancer.Nancy: Good point
37、. Our Student Union should do some publicity against smoking in campus. Robert: I couldnt agree more.1. They have banned lobacco/cigarclte ads completely.2. Advertisers are not allowed to show young people smoking cigarettes.3. They keep finding ways around the law.4. They must keep bringing in new
38、customers, as the old ones are dying of lung cancer.5. IT should do some publiaty against smoking on campus.Task 2: A Radio CommercialAre you looking for appliances or furniture to give new life to your home?Look no further! Here at Frontier Furniture, we have everything you need to give your home a
39、 new look and feel. Stereos, video machines, refrigerators, dining tables, washers and dryers. You name it; we have it! Low on cash? We have an easy rent-to-own plan that will put you on your favorite sofa tonight. Big color TVs cost only two hundred and twenty-five dollars; digital pianos staring a
40、t three ninety-nine ($399); king size beds from two hundred and fifty dollars. Free delivery on all major appliances.So come on down to Frontier Furniture. Located downtown two blocks east of city hall, across from Union Square. Were open daily from 10:00 AM to 9:30 PM. So, come on in, and let us ma
41、ke your dream home a reality.l.F 2.F 3.T4.F5.TTask 3: An Introduction to AdvertisingAdvertising has become increasingly specialized in modem times. In todays business world, supply usually outnumbers demand. There is great competition among different manufacturers of the same kind of product to attr
42、act customers to their product. They always have to remind the consumer of the name and the qualities of their product. They do this by advertising. The manufacturers advertise in the newspapers and on posters. They sometimes pay for songs about their product in commercial radio programs. They emplo
43、y attractive salesgirls to distribute samples. They organizes competitions, with prizes for the winners. They often advertise on the screens of local cinemas. Most important of all, in countries that have television, they have advertisements put into programs that will accept them. Manufacturers oft
44、en spend large sums of money on advertisements. Sometimes they even spend more on ads than on the products themselves. We usually think so because of the advertisements that say so. Some people never pause to ask themselves if the advertisements are telling the truth.l.A 2.C3.B4.D5.DSpeakingInfluenc
45、e of a High-Profile StarJill: Hey, isnt that the same jacket the soccer star Roberto wears in that magazine ad?Robert: The very same one indeed. Even the same color.Jill: But his would have bigger pockets to hold all the money the company pays him to wear it. Robert: Youre just jealous. Wait a sec. Im going to try it on. It seems to fit me pretty well.Jill: You make me sick. You fall for every ad you see.Robert: Not at all. I want to buy it just because I like it.Jill: Sure you do. It and Roberto.