高中英语人教版必修第三册09

[00:07.16]READING

[00:08.02]ADVERTISING 1

[00:09.27]Ads are found almost everywhere-they are broadcast on TV and over the radio

[00:13.40]posted on the Internet and printed in newspapers and on posters in our cities.

[00:16.95]Advertising is a highly 2 developed industry.

[00:19.15]The development of radio, television and other media has gone hand in hand with the development of advertising.

[00:24.01]People react to advertisements in different ways.

[00:26.28]Some people find ads useful and entertaining; others think that they are annoying.

[00:30.07]Defenders of ads say that ads help us make informed choices as consumers by introducing good quality products.

[00:35.27]On the other hand, critics sometimes accuse companies of using ads to mislead 3 us by making us believe that a certain product is better than it really is or that we will be happier if we buy it.

[00:43.57]The basic principle of advertising is fairly simple.

[00:48.30]By introducing a brand name to potential customers,

[00:50.52]and by association 4 the product with the customers’ needs,

[00:52.77]companies are able to influence the choices customers make .

[00:55.14]Customers see so many ads every day that advertisers must work hard to get their message across.

[01:00.00]For that reason, companies spend large amounts of money employing advertisers.

[01:03.79]The best chance to reach customers is to appeal to their emotions.

[01:04.62]Thus instead of selling them the product, the ads sometimes seem to be selling them what money cannot buy; love, happiness and success.

[01:11.20]Ads help companies and customers in a variety of ways.

[01:14.05]It has been proven again and again that frequent advertising increases product sales.

[01:18.10]Since an increase in sales means an increase in production, the price may be reduced.

[01:21.99]Therefore advertising, instead of making a product more expensive, often makes it cheaper.

[01:26.22]Advertisements also help consumers choose among all the available products.

[01:29.93]There are many things we need to take into consideration before we buy an expensive product,

[01:31.44]such as car or a computer, and ads can help us make the right decision.

[01:34.97]Perhaps the most important function of advertising is to introduce new products.

[01:38.71]Truthful ads provide good information that helps customers to decide whether they want to need the advertised product.

[01:43.70]By explaining the features, functions and costs of a product or service,

[01:47.04]ads also allow customers to compare prices and quality before they actually go to the store.

[01:50.93]Armed with facts and figures, customers are better able to deal with the often powerful argument given by a salesman or saleswoman.

[01:56.76]Not all ads are used to promote a product or to increase a company’s profits.

[02:00.78]Many governments use ad campaigns to make people aware of social problem and government policies.

[02:05.17]Aid organisations often name a well-known person as their spokesman 5 or spokeswoman in order to get their message across.

[02:10.47]For example, the United Nation selected the soccer star Ronaldo,

[02:13.63]pop singer Tetsuya Komuro and other famous people to represent the UN and make its programmes known to the public.

[02:18.75]By using the techniques developed by the advertising industry,

[02:21.49]governments and other non-profit organizations can spread knowledge,

[02:24.42]change attitudes and improve society.

[02:26.09]There are some ads that are not helpful.

[02:28.18]These “bad ads” use illegal ways to mislead consumers.

[02:31.42]It is no always easy to spot a bad ad, but there are a few things we can look out for.

[02:35.84]First of all, we should always keep an eye out for “hidden information”.

[02:39.23]Some ads hide important information by using small print or colours.

[02:42.99]Other ads mislead us by showing pictures that are only partly true or have been changed to look better.

[02:47.96]A similar trick is used in so-called 6 “bait-and –switch” ads

[02:51.38]that is the customer is shown one product (the bait) and then given another.

[02:55.06]There is no clear evidence to show just how well ads work,

[02:58.17]but they are important to both companies and consumers.

[03:00.39]Good advertisements make it possible for companies to introduce new products and increase sales.

[03:04.28]If the ads provide accurate 7 information, they also help the average consumer to fine the right product at the best price.

[03:10.11]Because ads are powerful and some companies try to mislead us, we must be careful when we read ads.

[03:14.81]If we cannot distinguish 8 between fiction and facts, we will become easy targets for ad makers 9.

[03:19.51]If, on the other hand, we learn to analyse ads, we may be able to protect ourselves from false advertisements and make good choices.

[03:25.73]INTEGRATING SKILLS

[03:28.84]Reading

[03:29.62]WORDS THAT SELL

[03:30.20]Talk is cheap, but in the world of advertising, the right word at the right time can make millions.

[03:34.87]The language used in ads differs from ordinary language.

[03:37.69]Ad-makers choose words and brand names very carefully in order to create a positive image of the product they are promoting.

[03:43.39]A good ad often uses words to which people attach positive meanings.

[03:46.42]Choosing the name for a product is of course extremely important.

[03:49.84]Company or product names can have different functions: they can tell the consumer about the advantages of the product or company.

[03:54.80]A battery might be given a name that includes the words long or last to tell customers that it lasts for a long time.

[04:00.08]If a company chooses a funny or unusual name,

[04:02.59]customers will remember the name better.

[04:04.31]Some companies prefer a well-known word,

[04:06.61]while others choose names from old stories or legends.

[04:08.91]There are also companies that invent new words for their brand or product names.

[04:12.44]A product will also sell better if it is promoted with a slogan.

[04:15.86]One of the most famous and successful slogans is “Just do It!” And there tare 10 many others.

[04:20.30]For example, “the choice of the new generation”, or “Coke Is It”.

[04:23.83]A good slogan should be “catchy”, or easy to remember,

[04:26.75]and should convey 11 a message or idea that will make consumers form a positive image of the company and product.

[04:31.11]People read advertisements partly for information and partly because they are interesting.

[04:35.63]Today’s advertisements often start with a question,

[04:37.83]or a puzzle, with the purpose of attracting the reader’s attention.

[04:41.20]Of course, most advertisements contain information,

[04:43.39]but it is usually presented in an interesting and funny way.

[04:45.79]Humour is very important.

[04:47.57]Sometimes advertisements tell a story,

[04:49.63]or the story many be continued over a series of advertisements.

[04:52.14]However, there is a danger in this.

[04:54.02]It is possible that the reader or viewer will remember the advertisement but not the name of the product.

[04:58.07]There are other dangers.

[04:59.82]If you are selling your product in a foreign market,

[05:01.73]you must check that the translation is correct.

[05:03.56]A company that sold hair cream wanted to say “X puts life into dry hair.”

[05:07.66]They took some photographs of a beautiful actress,

[05:10.17]and the advertisements appeared on large boards by the side of the road.

[05:12.73]Nobody bought the product, however, because when translated it meant “X” puts living things into dry hair.”

[05:18.29]In the 1960s, a British car company which made very expensive cars was about to sell its latest car in Germany.

[05:23.88]However, the company had to change the name of the car at the last moment.

[05:27.38]A German speaker at the factory pointed 12 out to the sales manager that the British name of the car mean “animal waste” in German.

[05:33.49]Some of the most powerful words that sell are those that refer to the cost.

[05:36.92]Stores promise us discounts and tell us that they are the “biggest bargains” and “the lowest prices”.

[05:41.20]Sometimes, the promises do not make sense.

[05:43.21]We should think twice when we are offered a “free gift” or an “added bonus”.

[05:47.23]And, of course, the best-seller is that simple,

[05:49.98]magical word that seems to pull us into store even if we really do not need to buy anything: “SALE!”