Unit 1 AdvertisementReading one:pre-reading activitiesRead the text and discuss questionsKey language pointsDifficult sentences Language of advertising1. pre-reading activitiesReflect on some adsDiscuss questions Whats the purpose of advertising? What are the features of ads? What do you think makes a good ad?Compare advantages & disadvantages of various advertising media (p11)2. Read the text and discuss questionsQuestions on P7Part I (Para. 1) Introduction: The current situation of advertising in Britain and North America.Part II (Para. 25) Different forms of advertising.1) (Para. 2) Advertisements in the newspaper. National newspaper: specialized advertising. Local papers: the sale of cars and houses. Free newspapers: having the highest advertising.2) (Para. 3) Advertisements on TV& through radio. TV: the most powerful and pervasive type. Independent channels: having commercial breaks. Radio: carrying similar commercial advertising. However, some stations carry no advertising.3)(Para. 45)Other methods of promotion: leaflets, free samples, telephone shots on street, store window notice, ads on buses, taxies, inside trains, sponsoring events.Part III (Para. 6-8) Advertising controlling.1) (Para. 6) Time limits.2) (Para. 7) Laws changed to permit some services to advertise.3) (Para. 8) Advertising is controlled by all authorities.3. Key language points1)glossy: a. smooth and shiny glossy magazines: printed on high-quality glossy paper with many photographs colored illustrations (esp. fashion magazines) gloss: n. brightness or shine on a smooth surface 光泽、亮度 e. g. You can see the gloss on her hair. 2) expenditure (1) n. the act of spending or using money e. g. expenditure of money on weapons 购买武器的开支 (2) n. the amount of money spent e. g. an expenditure of $500 on new furniture 3) channel (1) n. a way by which news, information, etc. may travel （新闻、信息）传播途径 e. g. Your complaint must be made through the proper channels.(2) n. a particular television statione. g. Whats your favorite channel? 4) schedule (1) n. a programme of planned events e. g. have a full schedule, i. e. have many things to do a factory production schedule 工厂生产进度表 (2) n. list of items, etc. e. g. a spare parts schedule 零件一览表 The attached schedule gives details of the shipment.5) nuisance: n. sth. that is inconvenient, annoying, or vexatious; a bother e. g. The noise was so loud that it was a nuisance to the neighbors. You are a confounded nuisance. Stop pestering me. 你真讨厌死了 Confounded: 糊涂的,困惑的,讨厌的(轻微的诅咒用语) Close that confounded window.把那该死的窗户关起来。 The shock confounded her.那次打击使她惊惶失措。Pester: 使烦恼; 纠缠 6) poster (1) n. a large notice displayed in a public place 招贴；海报；布告 e. g. a poster advertising the circus 宣传马戏团的海报 (2) n. a large printed picture 招贴画 e. g. Her bedroom is hung with posters. 7) eye-catching: a. striking and noticeable 招眼的，引人注目的 eye-catcher: n. sth. or sb. that is noticeable 引人注目的人或物8) tempt: v. to attract 吸引 e. g. Nothing would tempt me to commit a crime. tempt sb. (into sth. /doing sth. ) e. g. The warm weather tempted us into going for a swim.9) sponsor (1) v. (of a person or a firm) to pay for a sporting event, a concert, etc. in order to get publicity for themselves e. g. an athlete sponsored by a bank 由银行赞助的运动员 a government-sponsored cheap textbooks scheme 由政府资助的廉价教科书计划 (2) N. a person, firm, organization, etc. , that finances a project or an event for a radio or television program to advertise a product, etc. 赞助者 sponsorship: n. e. g. We are very grateful for his sponsorship. 10) prominently: ad. conspicuously 惹人注意的 prominent a. noticeable, excellent e. g. a prominent teacher 一位优秀教师11) regulation: n. a rule or restriction e. g. rules and regulations 规章制度 traffic/fire/flood regulations 交通法规/防火条例/防洪条例12) restrict: v. to put a limit on 限制；约束；限定 restrict sb. /sth. to sth. e. g. Speed is restricted to 80 km in towns. restricted: a. having certain limitations e. g. restricted development/potential 受限制的发展/潜力 restriction: n. 限制 e. g. place/impose/enforce restrictions 实行限制 speed/price/import restrictions 速度/价格/进口限制13) maximum: n. the greatest amount or size possible e. g. maximum capacity 最大生产能力 maximum contrast 最大对比度 minimum: (1) a. 最小的，最低的 (2) n. 最小值，最小化4. Difficult sentences1) Almost everyone in Britain and North America is exposed daily to continuous advertising, in the press, on television and on hoardings. 英译：All people in Britain and North America contact various advertisements everyday, for example, in the books, magazines, newspapers, on TV channels or on the large board stands along the street. 要点：be exposed to: to be introduced to expose: v. to uncover to make sth. visible; display 暴露；展示 e. g. expose ones skin to the sun When he smiled he exposed a set of perfect white teeth. 汉译：几乎每个英国人和北美人每天都会不断看到报纸、电视和广告牌上的广告。2) ., with the product service often carefully aimed to a particular type of reader (e.g. according to age, social status, profession, sex, etc.) in Britain. 英译：The advertisements of product service are often carefully divided according to the target customers age, social status, profession, sex, etc. 要点：aim to/at: 旨在，目的在于 e.g. She is aiming at (i.e. trying to win) a scholarship. 汉译：在英国，产品服务的广告往往根据服务对象的年龄、社会地位、专业、性别等仔细分类。3) National newspapers concentrate more on specialized advertising, especially for business and professional people, while local papers frequently have a high proportion of advertisements devoted to the sales of cars and houses. 英译：The advertisements in the newspapers issued all over the country are mostly for business and professional people. In contrast, the advertisements in local newspapers are usually sales information, such as the sales of cars and houses. 汉译：全国范围内发行的报纸上的广告往往是针对商人或者专业人士的专门广告，而在本地报纸上买卖信息占了很大的比例，如汽车、房屋的销售广告。 要点：concentrate on sth. ; to center on sth. 全神贯注于；集中于 e. g. This firm concentrates on the European market. We must concentrate our efforts on improving education. devote to (1) to give (ones time/energy, etc.) to sb./sth.致力于，专心于 devote oneself/sth. to e. g. I devote all my efforts to my task. (2) to set aside or apart for a specific purpose or use e. g. The newspaper devotes four pages to the Olympic Games.4) All the independent channels in Britain, ITV, Channel 4 and the satellite stations include commercial breaks in their schedules, both between programs and during them. 英译：All the independent channels in Britain, ITV, Channel 4 and the satellite stations has their own schedules, therefore we can see commercial breaks both between programs or during programs. 汉译：英国所有的独立电视台：互动电视、第4频道、卫星电视在节目中途或者节目之间都穿插了广告时间。 要点：commercial (1) a. of or for commerce 商业的，贸易的 commercial law, commercial activity (2) a. making or intended to make a profit 营利的，以获利为目的的 e. g. commercial theatre, commercial music Her novels are well written and commercial as well. (3) a. (of TV or radio) financed by broadcasting advertisements （指电视或无线电广播）靠广告收入的，商业性的 e. g. I work for a commercial radio station. (4) n. advertisement on TV or radio （电视或无线电中的）广告 5) Many large companies sponsor popular events as well as individual athletes or players, Tobacco companies frequently use this method. 英译：Many large companies use the opportunity to make their name or logo appear at the sports ground or on the individuals sportswear or equipment as a kind of advertisement. Tobacco companies conduct their promotion a lot in this way. 要点：as well as: in addition to e. g. The editors as well as the proofreaders are working overtime. 汉译：许多大公司都会出钱赞助一些活动或者个人选手，利用这个机会在体育场或选手的服装或者比赛器材上，在足球比赛或在网球锦标赛上为自己做广告。烟草公司就经常用这种方法打广告。6) Advertising on British television is subject to strict regulations. 英译：In Britain, TV advertising should obey strict regulations. 要点：be subject to sth. /sb. (1) to be obliged to, obey sth. /sb. , under the authority of sth. /sb.服从某事物（某人），受某事物（某人）支配 e. g. We are subject to the law of the country. Peasants used to be subject to the local landowner. (2) to often have, suffer or undergo sth. 常有、常遭遇某事 e. g. Are you subject to colds? Trains are subject to delay (s) after the heavy snowfalls. (3) to depend on sth. as a condition 以某事物为条件；取决于某事物 e. g. The plan is subject to the directors approval. 汉译：英国的电视广告有严格的管理条例约束。be obliged to: 感谢（某人）I am much obliged to you. 我非常感谢您。有义务的；应当的 I feel obliged not to. 我觉得我不能这样。 7) Recently, changes were made in the law so that These include solicitors and family doctors in Britain and lawyers in the U.S.A. 英译: Recently, laws were changed, some specific business such as solicitors and family doctors in Britain and lawyers in the USA, who were not allowed to advertise their services, now may place advertisements for their services. 要点：so that (1) in order that 以便 e. g. I stopped so that you could catch up. (2) with the result or consequence that 因此，所以汉译：最近，由于法规有所变更，原来不能为自己的服务打广告的一些行业（如英国的诉讼律师和家庭医生，美国的律师）现在都可以对公众宣传自己的服务了。5. Language of advertising1）brand names (reebok, puma, head & shoulders, Pampers )2）Sense of guilt3) Association of ideas 4) “The camera never lies”a fancy car success5) Key words & slogan7) “Before and after”8) ExpertiseJust do it!6) ScienceReebok： I am what I am. （我就是我）Anta：Keep moving. （永不止步）Peak： I can play. （我能，无限可能） Erke： To be No.1. （争做第一）Puma： Always be yourself. （永远保持真我）Converse： Catch a star, be a star.Lining：Everything is possible. （一切皆有可能）Adidas：Impossible is nothing. （没什么不可能的） Diadora： Enjoy sports enjoy life!（享受运动，享受生活）RepetitionKeep up with the JonesesFigures of speech (simile, metaphor, parallelism, hyperbole ( haip:bli: ), personification, rhyme, and irony)Keeping up with the Joneses是一个典型的美式习语，表示“和你的富裕邻居保持同等的生活方式或质量”，这其实是一句讽刺的话，指“和左邻右舍比排场比阔气”。 推荐影片“Mona Lisa Smile”Reading two1. Structure of reading twoPart I (Para. 1) Introduction: Technology is transforming the creation and transmission of traditional advertising.Part II (Para. 24) Advertising benefit from the new technology.1) (Para. 23) Print and broadcast advertising benefit from the new technology. (1) Print and broadcast advertising process before. (2) Print and broadcast advertising process now.2) (Para. 4) Television spots benefit from the new technology.Part III (Para. 5) The disadvantage brought by the technology to advertising. If viewers end up in control, advertisers will have to completely rethink the nature of television advertising.2. Difficult Sentences: 1) At the same time, however, advertisers may be unchaining a technological force that will turn much of the advertising business upside down. 英译：Advertisers may continue to develop new technologies, which may greatly influence the traditional line. unchain: v. to free from; set free 使自由；释放；解放 chain: v. sb./sth. (to sb./sth.) e. g. chain the dog to a tree workers who were chained to a life of dull routine汉译：与此同时，广告商可能会研发出新的技术力量，使广告业大洗牌。2) . the increased productivity and flexibility that technology brings.英译：The new technology speeds up productivity and makes production more flexible.汉译：新技术提高了劳动效率并使生产形式更为灵活。3) Unlike the old system of splicing bits of film together when youre finished. 英译：With the new technology, when you are finished, there is a broadcast quality on the computer screen. Compared with the old technology to splice bits of film together and synchronize the voices, music, and sound effects, that is much easier. 汉译：现代的电视广告制作已经不像过去那么复杂，把胶片一点点剪下来，再与对白、音乐、音效同步配合。现代的工艺系统令你能在电脑上把所有这些一次完成，并达到直接播放的质量。3. Function and Structure-How to Persuade OthersReasoning. Use facts, statistics, expert opinions, and survey results. Make your facts understandable and quote the sources of your information.Emotional appeals. Link your problem and your plan to basic human needs such as food, shelter, security, self-esteem, empowerment, shared beliefs and success. Show people how your plan benefits both them and the community. Make your problem and your proposed solution seem interesting and possible.Gain peoples trust. Tell the truth without exaggerating. Listen to what others have to say about the subject. Show that you believe in what you are doing. Stay calm, people dont trust someone who loses control. Be friendly-you cant persuade anyone who doesnt like you.4. Self-study Test: Multiple Choices 1) A word processor is much better than a typewriter in that it enables you to enter and _ your text more easily. A. register B. edit C. propose D. discharge 2) We dont know why so many people in that region like to wear dresses of such _ colors. A. low B. humble C. mild D. dull 3) The news has just _ that the president is going to visit China next month. A. come down B. come up C. come out D. come about 4) The _ that exists among nations could certainly be lessened if misunderstanding and mistrust were removed. A. tension B. strain C. stress D. intensity 5) The other day, Mum and I went to St. Jamess Hospital, and they did lots and lots of tests on me, most of them _ and frightening. A. cheerful B. horrible C. hostile D. friendly 6) In the Mediterranean seaweed is so abundant and so easily harvested that it is never of great _. A. fare B. payment C. worth D. expense 7) The writer was so _ in her work that she didnt notice him enter the room. A. absorbed B. abandoned C. focused D. centered 8) Actually, information technology can _ the gap between the poor and the rich. A. link B. break C. ally D. bridge 9) Some research workers completely _ all those facts as though they never existed. A. ignore B. leave C. refuse D. miss10) Computer power now allows automatic searches of fingerprint files to match a print at a crime _. A. stage B. scene C. location D. occasion11) The most basic reason why dialects should be preserved is that language helps to _ a culture. A. retain B. relate C. remark D. review12) Companies are struggling to find the right _ between supply and demand, but it is no easy task. A. equation B. formula C. balance D. pattern13) Mass advertising helped to _ the emphasis from the production of goods to their consumption. A. vary B. shift C. lay D. moderate14) Because of his excellent administration, people lived in peace and _ and all previously neglected matters were taken care of. A. conviction B. contest C. consent D. content15) I know youve got a smooth tongue, so dont talk me _ buying it. A. away B. down C. out D. into16) Showing some sense of humor can be a(n) _ way to deal with some stressful situation. A. effective . B. efficient C. favorable D. favorite17) The situation described in the report _ terrible, but it may not happen. A. inclines B. maintains C. sounds D. remains18) The company is trying every means to _ the wholesale price of its products. A. pull down B. put down C. set down D. bring down19) The mayor _ the police officer a medal of honor for his heroic deed in rescuing the earthquake victims. A. rewarded B. awarded C. credited D. prized20) The native Canadians lived in _ with nature, for they respected nature as a provider of life. A. coordination B. acquaintance C. contact D. harmony