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NEWHORIZONENGLISHCOURSESAdvertisingUnit2Unit2Advertising1AroundtheTopic2SectionAA3SectionB4SectionCLeadingInExploringtheTopicWarming-upTextAExercisesBackgroundInformationReadingThroughExercisesRelatedKnowledgeSampleReadingExercisesUsefulTermsSectionBSectionCSectionAExploringtheTopicAroundtheTopicSinceancientGreece,peoplehavehaddifferentpointsofviewaboutadvertising.Someregardadsasdeceptive,whileothersseeitasausefultoolforinformation.Perhapsitisbecauseadsareusedforjustaboutanythingonecouldimagine.Goonandexploreyourownfeelingsaboutadvertising.SectionBSectionCSectionALeadinginAroundtheTopic1.Whatarethepurposesofadvertisement?increasingthesaleofaproductprovidinginformationabouttheproductcompetinginthemarketdrawingnewbuyersSectionBSectionCSectionALeadinginAroundtheTopic*Wecangetmuchinformationfromads.*Adsareamustforoursociety.*Adsimproveourlivingstandards.*It’sfunwatchingorlisteningtoads.2.Whatarethemeritsofadvertisement?SectionBSectionCSectionALeadinginAroundtheTopic*Adslie.*Adsencouragebadthings.*Adsmakepeoplespendmoremoney.*Adsmakepeoplefeelbad.3.Whatarethedemeritsofadvertisement?SectionBSectionCSectionALeadinginAroundtheTopic4.Whatadsdoyoulikeordislikemost?SectionBSectionCAroundtheTopicSectionASectionAAdvertisingTextAExercisesSectionBSectionCAroundtheTopicSectionADirections:ThefollowingparagraphistakenfromTextA.Listencarefullyandfillintheblankswithoutreferringtotheoriginaltext.__________isthedifficultbusinessofbringinginformationtogreat________ofpeople.Thepurposeofanadvertisementisto_____peoplerespond—tomakethem_____toanidea,suchas_______topreventforestfires,ortomakethemwanttobuyacertain________orservice.SpotDictationAdvertisingnumbersmakehelpingproductreactTextAExercisesSectionBSectionCAroundtheTopicSectionAWatchthefilmclipsanddiscussthefollowingquestions:1)Whatistheadabout?2)Whataspectoftheproductdoestheademphasize?3)Howdoyoulikethisad?Why?Watch&DiscussTextAExercisesSectionBSectionCAroundtheTopicSectionASummaryoftheclipsandreferencefordiscussionThisadisaboutatypeofSIEMENSmobilephone.Thistypeofmobilephonehascombinedthefunctionsofmobilephonesanddigitalcameras.Itcantransmitthevideomessagetothemobilephoneholderwhereverhe/sheis.Themobilephonehashelpedtomakethemarriageproposalevenmoreromantic.Supposeyouwerethegirlinthead,couldyourefusetheromanticproposal?Wereyouafashionableperson,couldyouresistthetemptationofsuchastylishmobilephone?Ifyouranswerisno,thentheadworks.Watch&DiscussWarming-upExercisesSectionBSectionCAroundtheTopicSectionAAdvertisingispartofourdailylives.Tofindproof,youhaveonlytoleafthroughamagazineornewspaper,orcounttheradioortelevisioncommercialsthatyouhearinoneevening.Mostpeopleseeandhearamassofadvertisingmessageseveryday.Andpeoplerespondtothemanydevicesthatadvertisersusetogaintheirattention.Para.1广告业广告是我们日常生活的一部分。要证明这一点，你只要浏览一下杂志和报纸，或者计算一下你晚上所收听到的广播或电视商业广告有多少就行了。大多数人每天看到和听到大量广告信息，而人们会对广告商为赢得人们的注意力所使用的多种手段作出反应。ChineseAdvertisingWarming-upExercisesSectionBSectionCAroundtheTopicSectionAChineseAdvertisingisabigbusiness—and,tomanypeople,afascinatingonefilledwithattractionandexcitement.It’spartliterature,partart,andpartshowbusiness.AdvertisingPara.2广告业是一个大行业——而且对许多人来说，它是个很有吸引力的行业，迷人而刺激。它是宣传印刷，是艺术，也是娱乐。Warming-upExercisesSectionBSectionCAroundtheTopicSectionAPara.3Advertisingisthedifficultbusinessofbringinginformationtogreatnumbersofpeople.Thepurposeofanadvertisementistomakepeoplerespond—tomakethemreacttoanidea,suchashelpingtopreventforestfires,ortomakethemwanttobuyacertainproductorservice.Chinese广告业是一种艰巨的行业，它要把信息传递给许许多多的人。广告的目的是让人们作出响应——让他们对某一想法作出反应，比如帮助避免森林火灾，或者让他们产生购买某种产品或某种服务的欲望。Warming-upExercisesSectionBSectionCAroundtheTopicSectionAPara.4Atthebeginningofthe20thcentury,advertisingwasdescribedas“salesmanshipinprint.”Ifthisdefinitionwereexpandedtoincluderadioandtelevision,itwouldstillstandtoday.Chinese20世纪初，广告被描述为“印在纸上的销售艺术”。如果把这个定义涵盖到广播和电视，那么这个定义至今仍然成立。Warming-upExercisesSectionBSectionCAroundtheTopicSectionAPara.5Themosteffectivewaytosellsomethingisthroughperson-to-personcontact.Butthecostofperson-to-personsellingishigh.Becauseittakesagreatdealoftime,itincreasesthecostoftheproductorservice.Advertising,then,distributesthesellingmessagetomanypeopleatonetime.Chinese出售商品最有效的办法是通过人与人的接触。但是人与人的直面销售成本很昂贵。由于它花费很多时间，所以就增加了产品或服务的成本。然而广告却可以把销售的信息在同一时间里传播给许多人。Warming-upExercisesSectionBSectionCAroundtheTopicSectionAPara.6Advertisingisveryold.ItcanbefoundasfarbackasthepubliccriersofancientGreece—who,forafee,shoutedoutmessagesaboutacompany’sproductstooneandall.Butitfirstbecameimportantinthelate15thcentury,whenthetradersoftherapidlygrowingcitiesandruraltownsneededawaytotellpeoplewheretheirgoodscouldbebought.Chinese广告业非常古老，它可以追溯到古希腊街头巷尾叫卖的小贩们——他们大声喊叫，把商行的产品信息传递给每个人，并因此获得一定的报酬。而广告变得重要最早是在15世纪后期，当时，迅速发展起来的城镇商人需要有种途径，让人们知道在哪儿可以买到他们的货物。Warming-upExercisesSectionBSectionCAroundtheTopicSectionAPara.7ChineseThefirstprintedadvertisementintheEnglishlanguageappearedin1478,morethanacenturybeforeShakespeare’sfirstplaywasproduced.ThisearlyadwastheworkofWilliamCaxton,England’sfirstprinter,whousedittoadvertisereligiousbooksfromhis