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Book2Unit4Bewareofads!1/4III.ListeningInTask1:TheInfluenceofAdvertisingRichard:Dad,Ineedapairofnewshoesforanimportantbasketballgame.Myoldoneslookkindoffunny.Father:Funny!Wejustboughtthoselastspring.There’salotoflifeleftinthem.Richard:ButlookatthisadwithYaoMing.Hesaystheseshoesgivehimextraspring.Father:YaoMingissotallthathedoesn’tneedextraspring.Anyway,hemakesmoneythanIdo.Andtheyprobablygivehimmillionsofdollarstowearthoseshoes.Richard:Butifyouboughtmetheshoes,I’dwearthemfornothing.AndI’dhavethatextraspring.Father:DoyouthinkYaoMingreachedthetopjustbecauseoftheshoeshewears?Orwasitsomethingelse?Richard:Youmeanlikehardwork,dedication,thatsortofthing?Father:Exactly.Justfocusonyourstudiesandforgettheshoes.Task2:Afirmadvertisingforafriendlyemployeehasbeenaskedtochangeitswordingbecauseitdiscriminatesagainstunfriendlypeople.Travelco,atravelagency,putinarequestforafriendlyemployeetoprovidefoodforitsstaff.ButtheJobCenterinBristoltoldmanagingdirectorHarrySmiththathewouldhavetoremovethewordfriendlybeforetheadvertisementcouldbeaccepted.Mr.Smithsaidhecouldnotbelievethedecisionandthoughtitwasridiculous.Hesaid,Weweretoldwecouldnotusethatparticularwordbecauseitwasdiscriminatoryagainstpeoplewholookedunfriendly.Wethoughtitwasridiculous.It'sonlytoonaturalforustospecifywhatkindofpeoplewewant.Headded,Thepeopleatthecenterhavesincesaidtheythoughttheyhadbeenalittleoverthetop.Thecenterhadmadeitarulethatcertainwordswerenotallowedinadsandthewordsmotivatedandenthusiastichadbeenbannedinthepast.Anofficialofthecentersaid,Wedohaveguidelinesofnotusingpersonalitycharacteristicsinadvertisementstoensurethatthereisnodiscriminationintheprocess.Sheadded,Weshouldleavethedisputetothelocaljudges.They'llmakethefinaldecision.It'spossiblethatamemberofourstaffhasbeenover-enthusiasticincuttingoutwordsinads.Task3:Don’teventhinkaboutit!“Don’teventhinkaboutit!”isaphrasecommonlyusedintheUnitedStateswhenapersonemphaticallydeniesorrefusesomething.In1995,ShaquilleO’Neal,apopularbasketballplayer,madeaPepsicommercialinwhichthisphrasewasused.ThecommercialbeginswithShaqplayingbasketball,andalittlekidiswatchinghim.Thentheboycriesoutthenameofthisbasketballstar.ShaqturnstoseethekidwithaPepsinhishand.Hewalksovertotheboyandsays,“Hey,canIhaveit?”Hebendsover,supposingthathisadmirerwillgivehimthePepsi.Butthenthekidsays,“Don’teventhinkaboutit!”Thiscommercialwasratherpopular,andithadbeenshownonTVforBook2Unit4Bewareofads!2/4aboutthreeyears.ThecommercialseemstohaveamoredramaticeffectthanthatproducedbytheCoca-Colacompanyinthe1970s.IntheCokeadayoungboymeetsfootballstar“Mean”JoeGreenasheisleavingthefieldagame.TheboygiveshisheroabottleofCoke,andinexchangeforthedrink,thefootballplayerthrowshistoweltotheboy,whoexcitedlycatchesthesouvenir.Thephrase“Don’teventhinkaboutit!”isusedonmanyotheroccasions.VisitorstoNewYorkCityareoftenamusedtoseearoadsignwiththesewords:“Don’teventhinkaboutparkinghere.”Thisroadsignmeansthatpeoplearestrictlyprohibitedfromparkingthere.IV.SpeakingOutModel1Whopays?Laura:Hey!Bob:Hey!Look,thisisacoolTVcommercial.“ThingsgobetterwithCoke!”Laura:IthinkthePepsicommercialisjustasattractive:“Thechoiceofanewgeneration!”Bob:Yeah,butthecompetitorsarejustcancelingouteachother’sefforts.Laura:That’squitetrue.Theybothspendpilesofmoneytoincreasetheirmarketshares,butneithergains.Bob:I’mafraidtheextracostsofadvertisingwillbepassedontotheconsumers.Laura:Ihearthattheadvertisingproducesagoodimageofaproduct,andthatleadstoconsumerbrandloyalty.Bob:Whatdoyoumeanbyconsumerbrandloyalty?Laura:Itmeansconsumersareloyaltoacertainproductandkeepbuyingit.Also,they’rewillingtopaymore.Bob:Itseemscontradictory.Inotherwords,moresalesmeanlowerproductioncosts,butmoreadvertisingmeanshighercoststotheconsumer.Intheendthewinnerisofcoursethecompany.Laura:That’strue!Model2Bewareofads!Peter:MindifIswitchchannels?ThoseTVcommercialsarekillingme.Jane:Howcanyousaythat?Watch:“TakeToshiba,taketheworld.”Fantastic!There’saproductyoucandependon.Apowerfulproduct.Peter:IfIwereyou,Iwouldn’ttrustthosecommercials.Jane:Now,lookatthisMcDonald’scommercials!Aren’tthoselittlekidscute?Oh,andthere’ssuchawarmfamilyfeeling.Peter:JusthowanadvertisingagencywantsyoutoseeMcDonald’s.you’rethetargetaudience.WhentheymakeTVcommercials,theyusescientificmethodstolearnwhatyou’lllikeandbuy.Jane:AreyoutellingmethosedarlinglittlechildrenbitingintoBigMacsarepartofascientificprojecttogetmeintoMcDonald’s?Peter:Advertisersdon’tbotherwithfactsmore.Insteadtheywanttheend-user—that’syou—tofallinlovewiththeirproduct.Jane:Isee.Sowhatyou’resayingis,“Watchout,orcommercialswilltakeoveryourlife.”Model3Arethefreemagazinesfree?Peter:Jane,what’sthatmagazineyou’rereading?Jane:It’soneofthosefreemagazineyoucanpickuparoundtown.It’sgotsomeprettyinterestingarticlesinit.Book2Unit4Bewareofads!3/4Peter:Wakeup,Jane!It’snotfreeatall.Lookatit:It’salladvertising.Jane:Maybeso,butiftheadvertisingpaysforthemagazine,thenIdon’thaveto.Peter:Sureyoudo.Thecostoftheadsisbuiltintotheproducts.Jane:Still,Ithinkadvertisingservesausefulpurpose.Ittellsmeaboutnewproducts.Peter:Alotofcompaniess