北师大初中英语九年级（全一册）--Expansion3

[00:01.13]Unit 3 The Media

[00:04.41]Expansion 3

[00:09.41]Exercise 2 what makes a good slogan?

[00:15.41]Many people believe that a good slogan

[00:17.74]is the best way to advertise a product.

[00:21.04]The slogans for some products are very famous

[00:24.30]and companies have used them for many years.

[00:27.88]But what makes a good slogan?

[00:31.00]It is usually quite short.

[00:33.85]Some of the most famous slogans are

[00:36.10]very short phrases of just two or three words.

[00:40.12]"Just do it!"is a good example.

[00:43.56]Sometimes the slogan can even be just one word.

[00:46.90]like coca-cola's "Enjoy.

[00:50.51]It is easy to remember.

[00:52.84]A good example is Mars 1 chocolate bars.

[00:56.21]For many years.their solgan was,

[00:58.82]"A Mars a day helps you work,rest,and play."

[01:02.79]The words "day"and "play" sound similar and

[01:06.40]this makes the slogan easy to remember.

[01:10.07]It is often original.

[01:12.47]Some slogans play with words.

[01:15.09]For example,a company called Heinz

[01:18.23]has used the slogan "Beanz Meanz Heinz"

[01:22.64]for over thirty-five years

[01:24.80]to advertise their cans of beans.

[01:28.07]Other slogans use invented words.

[01:31.26]For example.

[01:32.33]there is a chocolate bar called Aero.

[01:35.37]When you break the bar you can see very small

[01:38.03]bubbles of chocolate inside.

[01:40.55]For many years,the simple slogan for Aero was

[01:44.53]"Unforgettabubble"Instead of the word

[01:47.63]"unforgettable."

[01:53.90]Exercise 5

[01:57.01]THE PSYCHOLOGY 2 OF ADVERTISING 3

[02:00.31]In the past,

[02:01.53]ads were very simple and very direct.

[02:04.58]The basic message was,

[02:06.25]"Buy this product because it's the best!"

[02:09.52]Today,people aren't fooled by this method

[02:12.54]and as a result,

[02:13.66]advertising has become more attractive.

[02:16.75]Nowadays.advertisers study human psychology

[02:20.50]so that they can understand the way people

[02:22.38]think,feel,and act,

[02:24.64]Their purpose is to understand

[02:26.20]why we decide to buy something.

[02:28.84]Just as in the past.

[02:30.21]advertisers try to persuade us

[02:32.23]to buy their products.

[02:33.78]But instead of saying it directly.

[02:35.91]they use indirect 4 messages.

[02:38.56]Many ads connect--in an indirect way

[02:40.84]--one action and another.

[02:43.86]For example ,

[02:44.70]we see a woman buying a certain type of soup

[02:47.47]and then we see her happy family

[02:49.30]enjoying the soup.

[02:50.96]The indirect message of the ad is,

[02:53.48]"If you buy this soup，

[02:55.18]you will make your family happy

[02:56.96]and they will love you."

[02:58.72]Ads try to sell us the promise of success.

[03:01.48]We see a car going up a road to a big,

[03:04.13]expensive house.

[03:05.50]We imagine that the person in the car

[03:07.49]is very successful.

[03:09.55]The indirect message is,

[03:11.43]"If you buy this car,

[03:13.20]you will be successful in life."

[03:15.28]Some ads use fear to sell products.

[03:18.01]The indirect message is,

[03:19.92]"You should buy this product.

[03:21.81]If you don't buy it ,

[03:23.40]bad things will happen to you

[03:25.58]or people will not like you,etc."

[03:30.39]Roundup 3

[03:32.44]Exercise 5

[03:35.29]In 2001,procter &Gamble,

[03:38.52]Unilever and General Motors were the top

[03:41.19]spenders in advertising.

[03:43.46]Each company spent

[03:44.78]more than three billion dollars

[03:46.97]advertising their products ,

[03:49.47]At the top of the list was Procter&Gamble.

[03:52.63]They spent 3.82 billion dollars.

[03:57.20]Friends has been a very successful TV show.

[04:00.57]In 2002,more people watched Friends

[04:03.85]than any other show.

[04:06.12]And so ,naturally,

[04:07.52]if you wanted your advertisement to appear

[04:09.97]during the show.

[04:11.05]it cost a lot of money,

[04:13.37]In fact,a typical 30-second commercial

[04:16.35]during an episode 5 of Friends cost $455,700.

[04:17.28]