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1、第 四 课 IL Listening Skills1-i 2-a 3-f 4-b 5-c 6-d 7-h 8-g 9-eIII.Listening InTask 1:The Influence of AdvertisingRichard:Dad,I need a pair of new shoes for an important basketball game.My old ones lookkind 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 Ido.And they probably give him millions of dollars to wear those shoes.Richard:But if you bought me the shoes,Id wear them for nothing.A
3、nd Id have that extraspring.Father:Do you think Yao Ming reached the top just because of the shoes he wears?Or was itsomething 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 funny 3.there is sti
4、ll a lot of life left 4.ad5.give him extra spring 6.as much money 7.need extra spring 8.millions of dollars9.wearing the shoes 10.wear 11.for nothing 12.reach the top13.because of 14.something lese 15.hard work and dedication16.focus/concentrate on his studies 17.forgetTask 2:m get a camera.One day
5、just before closing time,John rushed into a TV store to buy a color TV set with themoney he had saved for three months.The friendly shop assistant was waiting for the days lastand 100th customer to reach his sales target for his bonus,so he warmly greeted John and showedhim the various models on dis
6、play.He asked John to see how sharp and colorful the imagine onthe screen was.At that moment,a new commercial came onto the screen,introducing a popularbrand of camera as well as some beautiful pictures it had taken.The camera and pictures attractedJohn.He suddenly changed his mind and told the shop
7、 assistant:叮 hank you for the TVcommercial.Now I have to hurry to the camera store to get that camera.”l.T 2.F 3.F 4.T 5.FTask 3:Dont even think about it!“Dont even think about it!”is a phrase commonly used in the United States when a personemphatically denies or refuse something.In 1995,Shaquille O
8、 Neal,a popular basketball player,made a Pepsi commercial in which thisphrase was used.The commercial begins with Shaq playing basketball,and a little kid is watchinghim.Then the boy cries out the name of this basketball star.Shaq turns to see the kid with a Pepsin his hand.He walks over to the boy
9、and says,“Hey,can I have it?”He bends over,supposing thathis admirer will give him the Pepsi.But then the kid says,Dont even think about it!”Thiscommercial was rather popular,and it had been shown on TV fbr about three years.Thecommercial seems to have a more dramatic effect than that produced by th
10、e Coca-Cola companyin the 1970s.In the Coke ad a young boy meets football star“Mean”Joe Green as he is leavingthe field a game.The boy gives his hero a bottle of Coke,and in exchange fbr the drink,thefootball player throws to the boy,who excitedly catches the souvenir.The phrase Dont even think abou
11、t it!”is used on many other occasions.Visitors to New YorkCity are often amused to see a road sign with these words:Dont even think about parking here.”This road sign means that people are strictly prohibited from parking there.1.A 2.D 3.B 4.C 5.CIV.Speaking OutModel 1 Who pays?Laura:Hey!Bob:Hey!Loo
12、k,this is a cool TV commercial.Things go better with Coke!”Laura:I think die Pepsi commercial is iust as attractive:The choice of a new generationBob:Yeah,but ihe compeiilors are jusl canceling out each others efforts.Laura:Thats quite true.They both spend piles of money to increase their market sha
13、res,butneither gains.Bob:Im afraid the extra costs of advertising will be passed on to Ihe consumers.Laura:I hear that the advertising produces a good image of a product,and that leads to consumerbrand loyalty.Bob:Wha：do you mean by consumer brand loyalty?Laura:It means consumers are loyal lo a cert
14、ain product and keep buying it.Also,they,re willingto pay more.Bob:It seems contradictory.In other words,more sales mean lower production costs,but nioreadvertising means higher costs to the consumer.In the end the winner is of course thecompany.Laura:Thats true!Now Your TurnA:Look,“Make yourself h
15、e a rd T h e Ericssons TV commercial is so cool.B:I think the Nokias commercial is just as fascinating:Connecting People.”A:Tm afraid consumers will have to pay for the advertising.B:I hear that the advertisements create as a favorable onmage of a product,and that leads toconsumer brand loyalty.A:Co
16、uld you explain consumer brand loyalty”？B:I mean consumers identify with the product and keep buying it.Sometimes theyre even willingto pay more.A:It is contradictory that increases sales lead to a lower production cost per unit,but moreadvertising results in greater costs for consumers.The winner i
17、s 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 world.Fantastic!Theres a productyou can depend on.A powerful product.Peter:If I were you,I wouldnt trust those commercials.Ja
18、ne:Now,look at this McDonalds commercials!Arent those little kids cute?Oh,and theressuch a warm family feeling.Peter:Just how an advertising agency wants you to see McDonalds,youre the target audience.When they make TV commercials,they use scientific methods to learn what youHl like andbuy.Jane:Are
19、you telling me those darling little children biting into Big Macs are part of a scientificproject to get me into McDonalds?Peter:Advertises dont bother with facts more.Instead they want the end-user-thats youtofall in love with their product.Jane:I see.So what youre saying is,“Watch out,or commercia
20、ls 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 do it!What a powerful product.A:I doubt it.B:Now,look at this U Ore al commercial.The models skin is so smooth.A:This is what they want you to believe:use t
21、he 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 to 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 fre
22、e?Peter:Jane,whats that magazine youre reading?Jane:Its one of those free magazine you can pick up around town.Its got some pretty interestingarticles 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 ha
23、ve to.Peter:Sure you do.The cost of the ads is built into the products.Jane:Still,I think advertising serves a useful 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.Besid
24、es,you have the freedom to choose notto look at the ads.Peter:Well,its time to cook dinner.Now Your TurnA:Whats that brochure youre reading?B:Its a giveaway brochure you can easily find here and there.Its got some pretty interestingthings in it.A:Do you really think so?Its not really free.Look at al
25、l the ads in it.B:Could be,but I dont have to pay for it.A:You bet you do.The cost6oof the ads 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
26、fascinating.Besides,youre didnt have to believe all the ads.A:Well,lets go swimming.V.Lefs TalkA Job Ad for a Friendly EmployeeA firm advertising for a“friendly“employee has been asked to change its wording because itdiscriminates against unfriendly people.Travelco,a travel agency,put in a request f
27、or a“Friendly employee”to provide food for its staff.But the Job Center in Bristol told managing director Harry Smith that he would have to removethe word friendly”before the advertisement could be accepted.Mr.Smith said he could not believe the decision and thought it was ridiculous.He said:4 4Wewe
28、re told we could not use that particular word because it was discriminatory against people wholooked unfriendly.We thought it was ridiculous.It?s only too natural for us to specify what kind ofpeople we want.He added,叮 he people at the center have since said they thought they had beena little over t
29、he top.”The center had made it a rule that certain words were nor allowed 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 inadvertisements to ensure that there is no discriminati
30、on in the processShe added:We should leave the dispute to the local judges.Theyll make the final decision.Itspossible that a member of our staff has been over-enthusiastic in cutting out words in ads.”Persons/Agencies Words/Actions Reasons/PurposesA firm advertised for a friendlyemployee;Was asked t
31、o change ihewordingdiscrimination againstunfriendly peopleTravelco requested for a friendlyemployeeto provide food for itsstaff/employeesThe Job Center told the Travelco managingdirector to rem ove【he word“friendly”The managing director said was told not to use thatword;thought it was ridiculousIt w
32、as natural to specify thekind of people they wantedadded that the people at thecenter thought they had been alittle over the topThe center had decided that certain wordswere not allowed;e.g.motivated,enthusiasticAn official said they had guidelines of notusing personalitycharacteristicsno discrimina
33、tionadded that they should leavethe dispute to the local judgesto make the final decisionmaybe a member of their staffhad been ovec-enthusiasticin cutting wordsVI.Furthering Listening and SpeakingTask 1:Banning Cigarette AdsNancy:Hey,Robert,what do you think about cigarette ads?Robert:Theyre disgust
34、ing.Many countries have banned tobacco ads completely.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 adshowed a deer smoking,b
35、ut it was dressed in a university sweater.Obviously the ad istrying to attract young people.Nancy:In order to increase sales,they have to make smoking appealing to young people.Makethem think its cool.Robert:Right.Cigarette manufacturers need to keep bringing in new customers.The old ones aredying o
36、f lung cancer.Nancy:Good point.Our Student Union should do some publicity against smoking in campus.Robert:I couldnt agree more.1.They have banned ivbacco/cigarelte ads completely.2.Advertisers are not allowed to show young people smoking cigarettes.3.They keep finding ways around the law.4.They mus
37、t keep bringing in new customers,as the old ones are dying of lung cancer.5.IT should do some publicity 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
38、to give your home anew look and feel.Stereos,video machines,refrigerators,dining tables,washers and dryers.Youname it;we have it!Low on cash?We have an easy rent-to-own plan that will put you on yourfavorite sofa tonight.Big color TVs cost only two hundred and twenty-five dollars;digital pianosstari
39、ng at three ninety-nine($399);king size beds from two hundred and fifty dollars.Freedelivery on all major appliances.So come on down to Frontier Furniture.Located downtown two blocks east of city hall,acrossfrom Union Square.Were open daily from 10:00 AM to 9:30 PM.So,come on in,and let usmake your
40、dream home a reality.l.F 2.F 3.T 4.F 5,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 ofthe same kind of product to attract custome
41、rs to their product.They always have to remind theconsumer of the name and the qualities of their product.They do this by advertising.Themanufacturers advertise in the newspapers and on posters.They sometimes pay for songs abouttheir product in commercial radio programs.They employ attractive salesg
42、irls to distributesamples.They organizes competitions,with prizes for the winners.They often advertise on thescreens of local cinemas.Most important of all,in countries that have television,they haveadvertisements put into programs that will accept them.Manufacturers often spend large sums ofmoney o
43、n advertisements.Sometimes they even spend more on ads than on the productsthemselves.We usually think so because of the advertisements that say so.Some people neverpause to ask themselves if the advertisements are telling the truth.l.A 2.C 3.B 4.D 5.DSpeakingInfluence of a High-Profile StarJill:Hey
44、,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.Tm 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.