高中英语人教版2000年高三上05

[00:02.39]第五单元  广告

[00:04.78]Lesson 17  1 Dialogue

[00:07.86]第十七课   1 对话

[00:10.95]Four people in an advertising 1 firm

[00:13.31]四个人在广告公司

[00:15.67]are discussing a future advertising programme.(B=Bob)

[00:18.16]正在讨论着将来一个广告程序.

[00:20.64]A:OK.Our plan is to produce an advertisement for this famous computer

[00:20.14]我们的计划是为一个很有名的电脑做广告.

[00:19.64]which is supplied by one of China's biggest computer producers

[00:22.31]一个中国最大之一的电脑商

[00:24.99]Legend Computer Group Corporation 3.Any ideas?

[00:28.02]联想电脑有限公司.有什么意见吗?

[00:31.05]B:I think it would be a good idea to have comments from secretaries

[00:34.03]用它来作解释,我认为对于秘书来说这是一个好主意

[00:37.01]and typists who are already using it.

[00:39.14]和已经在用着它的打字员.

[00:41.27]Then they can express their satisfaction with the product.

[00:44.00]这样,他们就可以表示对这种产品很满意.

[00:46.73]C:Do you think so?

[00:48.31]C:你认为这样吗?

[00:49.89]Do you think managers want to read

[00:52.22]你认为经理们想看

[00:54.56]what users 4 think about a new piece of office equipment?

[00:57.29]关于消费者会考虑这项新的办公室设备吗?

[01:00.02]D:I agree with Bob.

[01:01.60]D:我同意鲍勃的看法.

[01:03.18]I think we should have a picture of the computer

[01:05.26]我想我们应该有一张电脑的图片

[01:07.34]and give a description of the product.

[01:09.16]描绘一下这个产品.

[01:10.99]B:I'm afraid I can't agree with you.

[01:12.87]B:恐怕我不能同意你的看法.

[01:14.76]That's a good way of giving information,

[01:16.83]那是一个传达信息的好方法,

[01:18.91]but it's not a good way of persuading people.

[01:21.23]但不是说服人们的好方法.

[01:23.56]For one thing,it's boring,

[01:25.33]首先,它令人厌烦,

[01:27.11]and people aren't going to read an ad that looks boring.

[01:29.84]人们不会去看令人厌烦的广告.

[01:32.57]For another thing,one computer looks very like another.

[01:35.35]其次,一部电脑看起来很像另外一部.

[01:38.13]People aren't going to remember the name of the product.

[01:40.62]人们不会记得这个产品的名字.

[01:43.10]A:So what exactly are you suggesting?

[01:45.23]A:那么,你到底想建议什么呢?

[01:47.36]B:I suggest that we ask users of this machine what they think about it.

[01:50.83]B:我建议我们去问问这种机器的使用者对机器的看法.

[01:54.30]We can photograph them using it too.

[01:56.38]我们也可以把他们用的时候拍摄下来.

[01:58.46]Then we can put their comments at the top of the advertisement in big print.

[02:01.93]然后我们就可以把他们的评论在广告上方用大字号刊出.

[02:05.41]We can bring in some humour 5 too.People enjoy reading humorous 6 ads.

[02:08.93]我们也可以引进一些幽默.人们喜欢看一些幽默的广告.

[02:12.46]D:The disadvantage with carrying out interviews is that is may take a long time.

[02:16.14]D:不好的是要实现接见可能会花上很长时间.

[02:19.83]B:No problem.We can do some telephone interviews with our users.

[02:23.21]B:没问题.我们可以和我们的客户用电话联系.

[02:26.59]C:How can we find out who are using these computers?

[02:29.41]C:我们怎样找出使用这种电脑的客户呢?

[02:32.23]A:Easy.I'll ask the company for a list of recent customers.

[02:35.17]A:容易了.我去问电脑公司要一张最近的客户清单.

[02:38.11]Lesson 18  1 Reading comprehension 7

[02:44.24]第十八课   1 阅读理解.

[02:50.36]ADVERTISING (1)

[02:52.44]广告(1)

[02:54.52]Advertising is a highly 8 developed twentieth-century industry.

[02:57.49]广告业是20世纪一项高度发展的行业.

[03:00.47]The development of radio,television,cinema,magazines and newspapers

[03:04.04]发展收音机,电视,相机,杂志和报纸

[03:07.60]has gone hand in hand with the development of advertising.

[03:10.23]和发展广告业联合起来.

[03:12.85]Why is advertising so popular?Is it a waste of money?

[03:15.99]为什么广告如此流行呢?那不是很浪费钱吗?

[03:19.12]It has been proved again and again

[03:21.10]这再三地被证明

[03:23.07]that repeated advertising increases product sales

[03:25.96]重复的广告可以提高产品的销售量.

[03:28.84]Since it increases production,the price can be reduced.

[03:32.26]既然产量增加了,价格自然就下降了.

[03:35.69]Therefore advertising,instead of making a product more expensive makes it cheaper

[03:39.81]因此,广告业使得产品更贵或更便宜.

[03:43.94]What can you advertise 2? You can advertise products of all kinds,

[03:47.36]你能做什么广告呢?你可以做很类型产品的广告,

[03:50.78]such as shoes or umbrellas,or services like car repairs and travel.

[03:54.72]例如鞋子或雨伞或修车服务和旅游.

[03:58.65]In Europe and the USA political 9 leaders often use recorded TV advertisements

[04:02.47]在欧洲和美国的政治领导者经常用电视记录来做广告.

[04:06.30]to persuade people to vote for them.

[04:08.38]来说服人们投他们的票.

[04:10.45]Besides broadcast advertisements on radio and TV,

[04:13.12]除在收音机和电视上做广播广告之外,

[04:15.78]there are other ways to advertise:cinema,magazines and newspapers,for example.

[04:19.95]还有很多途径去做广告:例如电影,杂志和报纸.

[04:24.12]Large boards can be used for printed posters,especially near main roads.

[04:28.35]大的板块可以用来印刷海报,特别是主要的道路

[04:32.58]A sign outside or inside a shop is a form of advertising.

[04:36.02]商店的里里外外的标志是广告的一种形式.

[04:39.45]Mail or gifts posted by companies to customers is another way of advertising.

[04:43.68]公司把邮件和礼物传送给客户也是一种广告方式.

[04:47.91]Balloons and light aeroplanes 10

[04:50.13]气球和轻的飞机

[04:52.36]can be used to pull huge signs as they fly slowly over a city.

[04:56.08]因为他们在城市的上飞得很慢,它们可以用来拉一个很大的标记.

[04:59.80]Advertising is now a scientific business.

[05:02.23]广告业是一种新的科学的商业.

[05:04.66]Once managers would say jokingly,

[05:06.84]经理们常会开玩笑地说:

[05:09.02]"I know that half of what I spend on advertising is wasted,

[05:11.89]"我知道我花在广告上的费用有一半是浪费了,

[05:14.77]but I don't know which half.

[05:16.45]"可我不知道究竟是哪一半.

[05:18.14]Now,all parts of an advertising programme are properly measured and researched.

[05:22.07]现在,人们对广告节目的各部分都要做适当的计算与研究.

[05:26.00]How are advertisements made?

[05:27.92]怎样做广告呢?

[05:29.84]A company goes to an advertising firm to discuss the advertising of its product.

[05:33.56]一个公司去广告公司讨论这个产品的广告.

[05:37.29]The firm collects as much information as possible about the product

[05:40.22]这个公司尽可能多地收集有关这个产品的资料.

[05:43.16]and the customers who might buy it.

[05:45.08]客户们可能会买它.

[05:47.00]The person at the advertising firm in charge of the matter then holds a meeting.

[05:50.83]广告公司的负责人开了一个会.

[05:54.66]Also present will be a person who thinks up an idea for an advertisement,

[05:58.14]出席会议的还有广告的策划者,

[06:01.63]and a person who will buy space in newspapers or time on TV.

[06:05.46]一个人将在报纸上买空间或在电视上买时间.

[06:09.29]There will be a writer writing the text for the advertisement

[06:11.96]这将有一位作者为这个广告写文章

[06:14.64]and a designer 11 who will design it,

[06:16.63]设计师会设计它,

[06:18.61]using pictures or photographs and the text.

[06:21.34]用图片或者相片和文章.

[06:24.07]When the advertisement is ready,it is shown to the company.

[06:26.70]当这个广告完成后,它将在这公司展出.

[06:29.32]If the company agrees,they may try it out in a small part of the country

[06:32.60]如果公司同意的话,他们将在国家的一小部分试验

[06:35.88]to see if product sales increase as a result of the advertisement.

[06:39.07]看看广告后这个产品的销售量是否提高了.

[06:42.25]If they do,then it will be used throughout 12 the country.

[06:44.88]如果是的话,那么他们将在全国各地都用这个广告.

[06:47.50]If the advertising fails,having no effect on sales,

[06:50.47]如果这个广告失败了,对销售没有作用,

[06:53.43]the whole programme will be reviewed.

[06:55.42]整个程序将重新来过.

[06:57.40]Researchers will go out and interview possible customers

[07:00.49]研究员将出外接见可能的客户

[07:03.57]to find out the reasons for this failure.

[07:05.84]找出他们失败的原因.

[07:08.11]Lesson 19  1 Reading comprehension

[07:14.49]第十九课   1 阅读理解

[07:20.86]ADVERTISING (2)

[07:22.69]广告(2)

[07:24.52]What makes a good advertisement?

[07:26.49]怎样制作一个好的广告呢?

[07:28.46]There have been major changes in advertising in the past sixty years

[07:31.65]在过去的六十年里,广告业有了很大的变化.

[07:34.84]People read advertisements partly for information

[07:37.41]人们看广告一部分是为了获取信息

[07:39.98]and partly because they are interesting.

[07:41.97]一部分是因为喜欢.

[07:43.95]Today's advertisements often start with a question,or a puzzle,

[07:46.63]现在的广告通常以一个问题或一个谜开头,

[07:49.31]with the purpose of attracting the reader's attention.

[07:52.18]目的是为了引起读者的兴趣.

[07:55.06]Of course,most advertisements contain information.

[07:57.94]当然,大多数的广告含有信息.

[08:00.83]But this is usually contained in a text that is interesting and often funny.

[08:05.00]但是这通常包含在一篇有趣的文章里面.

[08:09.16]Humour is very important.

[08:11.23]幽默很重要.

[08:13.29]Sometimes advertisements tell a story,

[08:15.72]有时广告说一个故事,

[08:18.15]or the story may be continued over a number of advertisements.

[08:21.09]或者这个故事有可能由很多广告连在一起的.

[08:24.03]However,there is a danger in this.

[08:26.31]然而,这有一定的风险.

[08:28.60]It is possible that the reader or viewer 13

[08:30.92]这有可能读者们或电视观众,

[08:33.25]will remember the advertisement but not the name of the product.

[08:36.28]会记得这个故事而不是这个产品.

[08:39.31]There are other dangers.

[08:40.99]还有另一种风险.

[08:42.68]If you are selling your product in a foreign market,

[08:45.25]如果你在外国市场卖你的产品,

[08:47.82]you must check that the translation is correct.

[08:50.25]你务必核对翻译的是正确.

[08:52.68]A company that sold hair cream wanted to say "X puts life into dry hair."

[08:57.55]某间公司出售一种发膏想这样说"X puts life into dry hair."

[09:02.43]They took some photographs of a handsome actor,

[09:04.95]他们请了一位很帅的男演员拍了一张相片,

[09:07.47]and the advertisements appeared on large boards by the side of the road.

[09:10.64]在路的一旁,这个广告出现在一块大的板块上.

[09:13.81]Nobody bought the product,however,

[09:15.85]然而没有人去买这个产品.

[09:17.89]because when translated it meant "X puts living things into dry hair."

[09:22.07]因为翻译出来的意思是"X 放一些生的东西到干燥的头发上."

[09:26.25]In 1960s,a British car company which made very expensive cars

[09:29.97]1960年,英国一间制造消费很高的汽车公司.

[09:33.69]was about to sell its latest car in Germany.

[09:36.03]在德国正打算销售他们最近的汽车.

[09:38.37]However,the company had to change the name of the car at the last moment.

[09:41.65]然而,在最后的一刻,公司必须改变汽车的名字.

[09:44.93]A German speaker at the factory pointed 14 out to the sales manager

[09:47.96]一个德国演讲者对工厂的销售经理指出说,

[09:50.99]that the British name of the car meant "animal waste" in German.

[09:57.16]在德语中这汽车的英语名字它的意思是 "动物的排泄物".