大学体验英语2(第三版)unit3剖析

LeadinListen&TalkReturntoMenuUnit3Warm-upActivity

CanyoutranslatethefollowingadvertisingslogansintoChinese?

ThingsgobetterwithCoca-Cola.(Coca-Cola)

饮可口可乐，万事如意。(可口可乐)

Startahead.(Rejoice)

成功之路，从头开始。(飘柔)Timeiswhatyoumakeofit.(Swatch)

天长地久。(斯沃奇手表)Goodtothelastdrop．滴滴香浓，意犹未尽。M&Msmeltinyourmouth,notinyourhand.只溶在口，不溶在手。(M&M巧克力)Impossiblemadepossible．

使不可能变为可能。（佳能打印机）Obeyyourthirst.

服从你的渴望。Feelthenewspace.感受新境界。（三星电子）Taketimetoindulge．

尽情享受吧！（雀巢冰激凌）Warm-upQuestions

Howmanytypesofadvertisementsarethere?Whatarethey?Typesofadvertisement

commercialsPublicserviceadvertisements(PSAs)Acommercialadvertisementisonewhichsomeonehaspaidfortopromoteaproductorservice.

PSAsareoftenplacedforfreeandareintendedtoeducatepeopleabouthealth,safety,oranyotherissueswhichaffectspublicwelfare.Warm-upQuestions

Howmanywaystoadvertiseandhowtoexpressthem?电视广告广播广告平面广告网络广告活动广告牌包装广告街车广告车载广告站台广告TVcommercialsradioadvertisingprintadvertisingonlineadvertisinganimatedadvertisingpackageadvertisingstreetcaradvertisingadvertisingonvehiclesplatformsidead招贴广告霓虹灯广告户外广告灯箱广告赠品广告形象广告夹在报刊中的广告销售点广告posteradvertisingneonlightadvertisingoutdooradvertisinglightboxadvertisinggiftadvertisingimageadvertisinginsertPOPad(point-of-purchase)地铁广告分类广告音乐式广告按钮广告墙纸广告直邮广告赞助式广告

subwayadvertisingclassifiedadvertisingmusicaladvertisingbuttonadvertisingwallpaperadvertisingdirectingadvertisingsponsorshipLISTENTALKTurntop.52,andlet’slisten.Listentothefollowingpassageaboutadvertising

andtrytofillthemissingwordsintheblanks.

Youwillhearthepassagethreetimes.Whenthepassageisreadforthefirsttime,youshouldlistencarefullyforitsoriginalidea.Whenthepassageisreadforthesecondtime,youarerequiredtofillintheblankswiththeexactwordsyouhavejustheard.Finally,whenthepassageisreadforthethirdtime,youshouldcheckwhatyouhavewritten.Manyproductsforsaleseemtoscreamatus,“Buyme!Buyme!”Advertisingisabigbusinessinourworldwithmanyproducts1)________forourattention.Thinkofthelasttimeyouboughtclothes.Youprobablynoticedthe2)________ofcolors,patterns,fabricandbrandsyoucould3)________from.Whichkindofsoft4)________wouldyouliketohavetodayorwhatkindofcomputerdoyouwant?Advertisersareskilledintheartofmakingtheirproductslookthebesttoappealtooursenses.Butproductsaren’talwayswhattheyseem.Sometimesadvertisingisdeceptiveandas5)________,wemustbecarefulaboutwhatwechoosetobuy.Itisimportanttolearnto6)________productsandidentifyourpurposeinpurchasingthethingsweneed.Firsttime2ndtimeButthegoodthingaboutadvertisingisthatithelpspeopleto7)________andrefinetheirchoices.IntheUnitedStates,theAdCouncilcreatestimelypublicservicemessagestothenation.Theirpurposeistoraiseawarenessofpublicproblemsthatcitizenscan8)________to.Inspiringadscauseindividualstotakeactionandevensavelives.9)________inAmerica,forexample,hasbeenreducedovertheyearsbecauseofthecreativepublicserviceadvertisementsthatthecouncil10)________.“Please,pleasedon’tbealitterbug,’causeevery‘litterbit’hurts.”Manyfamilieshavetaughttheirchildrentoplacelitterinthetrashcaninresponsetothiscatchyphrase,whichhasaffectedgenerationsaseachsucceedinggenerationhastaughttheirchildrennottolitter.Manyproductsforsaleseemtoscreamatus,“Buyme!Buyme!”Advertisingisabigbusinessinourworldwithmanyproducts1)________forourattention.Thinkofthelasttimeyouboughtclothes.Youprobablynoticedthe2)________ofcolors,patterns,fabricandbrandsyoucould3)________from.Whichkindofsoft4)________wouldyouliketohavetodayorwhatkindofcomputerdoyouwant?Advertisersareskilledintheartofmakingtheirproductslookthebesttoappealtooursenses.Butproductsaren’talwayswhattheyseem.Sometimesadvertisingisdeceptiveandas5)________,wemustbecarefulaboutwhatwechoosetobuy.Itisimportanttolearnto6)________productsandidentifyourpurposeinpurchasingthethingsweneed.Butthegoodthingaboutadvertisingisthatithelpspeopleto7)________andrefinetheirchoices.IntheUnitedStates,theAdCouncilcreatestimelypublicservicemessagestothenation.Theirpurposeistoraiseawarenessofpublicproblemsthatcitizenscan8)________to.Inspiringadscauseindividualstotakeactionandevensavelives.9)________inAmerica,forexample,hasbeenreducedovertheyearsbecauseofthecreativepublicserviceadvertisementsthatthecouncil10)________.“Please,pleasedon’tbealitterbug,’causeevery‘litterbit’hurts.”Manyfamilieshavetaughttheirchildrentoplacelitterinthetrashcaninresponsetothiscatchyphrase,whichhasaffectedgenerationsaseachsucceedinggenerationhastaughttheirchildrennottolitter.Secondtime3rdtimeManyproductsforsaleseemtoscreamatus,“Buyme!Buyme!”Advertisingisabigbusinessinourworldwithmanyproducts1)________forourattention.Thinkofthelasttimeyouboughtclothes.Youprobablynoticedthe2)________ofcolors,patterns,fabricandbrandsyoucould3)________from.Whichkindofsoft4)________wouldyouliketohavetodayorwhatkindofcomputerdoyouwant?Advertisersareskilledintheartofmakingtheirproductslookthebesttoappealtooursenses.Butproductsaren’talwayswhattheyseem.Sometimesadvertisingisdeceptiveandas5)________,wemustbecarefulaboutwhatwechoosetobuy.Itisimportanttolearnto6)________productsandidentifyourpurposeinpurchasingthethingsweneed.Butthegoodthingaboutadvertisingisthatithelpspeopleto7)________andrefinetheirchoices.IntheUnitedStates,theAdCouncilcreatestimelypublicservicemessagestothenation.Theirpurposeistoraiseawarenessofpublicproblemsthatcitizenscan8)________to.Inspiringadscauseindividualstotakeactionandevensavelives.9)________inAmerica,forexample,hasbeenreducedovertheyearsbecauseofthecreativepublicserviceadvertisementsthatthecouncil10)________.“Please,pleasedon’tbealitterbug,’causeevery‘litterbit’hurts.”Manyfamilieshavetaughttheirchildrentoplacelitterinthetrashcaninresponsetothiscatchyphrase,whichhasaffectedgenerationsaseachsucceedinggenerationhastaughttheirchildrennottolitter.ThirdtimeCheckupManyproductsforsaleseemtoscreamatus,“Buyme!Buyme!”Advertisingisabigbusinessinourworldwithmanyproducts1)_________forourattention.Thinkofthelasttimeyouboughtclothes.Youprobablynoticedthe2)_________ofcolors,patterns,fabricandbrandsyoucould3)_________from.Whichkindofsoft4)_________wouldyouliketohavetodayorwhatkindofcomputerdoyouwant?Advertisersareskilledintheartofmakingtheirproductslookthebesttoappealtooursenses.Butproductsaren’talwayswhattheyseem.Sometimesadvertisingisdeceptiveandas5)_________,wemustbecarefulaboutwhatwechoosetobuy.Itisimportanttolearnto6)_________peting

variety

choose

drink

consumers

compareButthegoodthingaboutadvertisingisthatithelpspeopleto7)_______________andrefinetheirchoices.IntheUnitedStates,theAdCouncilcreatestimelypublicservicemessagestothenation.Theirpurposeistoraiseawarenessofpublicproblemsthatcitizenscan8)_________to.Inspiringadscauseindividualstotakeactionandevensavelives.9)_________inAmerica,forexample,hasbeenreducedovertheyearsbecauseofthecreativepublicserviceadvertisementsthatthecouncil10)_________.“Please,pleasedon’tbealitterbug,’causeevery‘litterbit’hurts.”Manyfamilieshavetaughttheirchildrentoplacelitterinthetrashcaninresponsetothiscatchyphrase,whichhasaffectedgenerationsaseachsucceedinggenerationhastaughttheirchildrennottolitter.makedecisions

respond

Pollution

provides

Nowlet’stalk.Whataretheprosandconsofadvertising?Inyourmind,whichadvertisementisthemostimpressive?Lookatthefollowingpicturesandtalkaboutthequestionsafterthem.Lookatthefollowingpicturesandtalkaboutthequestionsafterthem.Couldyoutellanythingabouttheseadvertisements?Howdoesadvertisinginfluenceyouinyourpurchasedecisions?Lookatthefollowingpicturesandtalkaboutthequestionsafterthem.Whatdotheseadvertisementstellus?Whatisyouropinionaboutthefunctionofpublicserviceadvertisements?Task1Task2Dialogue2SAMPLESCOMMUNICATIVETASKESDialogue1Dialogue1: TalkingAboutaPublicServiceAdvertisementJohn: Lili,haveyouseenthispublicserviceadvertisementonchildreninthemountainousregionswhoaredroppingoutofschoolorareunabletoattendschoolbecausetheirfamiliescannotaffordthetuition?Lili: No,John,Idon’tbelieveI’veseenit.Wheredidyoufindit?John: Inthelocalnewspaper.Apparentlyit’sanadvertisementbyapublicservicegroupwhoisseekingfinancialassistanceanddonationstohelpthesechildren.Lili: Ihadnoideathisproblemevenexisted.Iwishtherewassomethingwecoulddotohelp.John: Well,theadvertisementprovidesatelephonenumberandanaddresswheredonationscanbemade.IthinkIknowwherethelocationis;it’salargevolunteercenter.Theadvertisementsaysthattheyarelookingformoneydonationsaswellaseducationalbooksandschoolsupplies.Lili: I’vegotquiteafewschoolbooksleftoverfromaSummerSchoolprogramthatIwasenrolledinafewyearsago.Iwouldlovetodonatethemtothosemountainchildren.John: AndIwouldbewillingtodonatesomemoney.Whydon’tyoucarrythebooksovertotheaddress?Lili: Thatsoundsgreat.I’mreallygladyousawthatpublicserviceadvertisement.Itfeelsgoodhelpingothersinneed.John: I’mgladIsawittoo.I’msuremorepeoplewouldbewillingtohelpoutifonlytheyknewtherewasaneed.Lili: Iagree.Volunteergroupsaresoimportant.Weneedmoreofthesekindsofeffortshelpingsociety.Turntop.54,andlet’slistenandread.Dialogue2: TalkingAboutaSalesAdvertisementMichael: Isurefeelcheated!Xiaolin: Why?Didsomebodytakeadvantageofyou?Michael: Notreally.It’sreallymyownfault.IsawasalespromotionadvertisementinthenewspaperlastweeksayingthatmanyitemsatAASupermarketweregoingtobemarkeddown50%overtheweekend.So,IgotupearlySaturdaymorningandrushedovertherefirstthingandboughtseveraloftheitems.Xiaolin: Soundslikeyougotsomegreatdeals!Sowhydoyoufeelcheated?Michael: IguessIwassocaughtupintheexcitementofgettingsuchagooddiscountthatIdidn’tbothertonoticetheexpirationdatesonsomeoftheproducts.Iboughtalargeboxofmilkthinkingitwouldlastmethewholeweek.Ijustnoticedtodaythatitwasduetoexpiretomorrow!Whatawaste!Xiaolin: Ilearnedthesamelessonthehardwaymyself.It’sfrustrating,Iknow.Michael: ItmakesmesoangrytorealizethatnotonlydidInotsave50%,IlostmoneybecauseIhadtothrowthemilkaway.Xiaolin: Shoppershavetobeonguardagainstthose“beautifultraps”ofadvertising.Wethinkwe’regettingareallygooddiscountwheninfactwe’rejustgettingalowerqualityproduct.Michael: I’llstillwatchfordiscounts,butI’mgoingtomakesureIalwayschecktheexpirationdatesfromnowon.Xiaolin: That’swhatIdo.Turntop.54,andlet’slistenandread.RoleARoleBSituationBrianandXiaohongtalkaboutanenvironmentalprotectionadvertisementinwhichthecitizensarerequestedtosortouttheusefulwastesandputtheminthreeslots—blueslotforpaper,yellowforaluminumcans,andbrownforplasticbottles.Theythinkitagoodideatodisposeofthewastes.ReferenceRoleARoleBYouaretheAmericanboy,Brian.NowyouarestudyinginChina.Todayyoureceivedanenvironmentalprotectionadvertisement.YouwanttotalkaboutitwithXiaohong.ReferenceSituationBrianandXiaohongtalkaboutanenvironmentalprotectionadvertisementinwhichthecitizensarerequestedtosortouttheusefulwastesandputtheminthreeslots—blueslotforpaper,yellowforaluminumcans,andbrownforplasticbottles.Theythinkitagoodideatodisposeofthewastes.RoleARoleBYouaretheChinesestudent,Xiaohong.Youalsoreceivedtheenvironmentalprotectionadvertisement.Youagreewithit.ReferenceSituationBrianandXiaohongtalkaboutanenvironmentalprotectionadvertisementinwhichthecitizensarerequestedtosortouttheusefulwastesandputtheminthreeslots—blueslotforpaper,yellowforaluminumcans,andbrownforplasticbottles.Theythinkitagoodideatodisposeofthewastes.Brian: Ireceivedanadvertisementinthemailtodayaboutsortingwasteproductstohelpprotecttheenvironment.Xiaohong: Ireceivedittoo.Itsuresoundslikeagoodidea—sortingoutitemsthatcanberecycled,likepaper,aluminumcansandplasticbottles.Brian: I’vealreadyseenthethreeslotsthattheadvertisementsaidweshoulduse:ablueslotforpaper,yellowforaluminumcans,andbrownforplasticbottles.Xiaohong: Doyouthinkwe’resupposedtorinseoutthecansandbottlesbeforeweputthemintheslots?Task1Brian: Theaddidn’tsay,butIthinkit’sagoodideasincetheitemsaregoingtoberecycled.Well,atleastthat’swhatIplantodo.Xiaohong: Metoo.Doyouthinkothercitizenswillbotherwiththisprogram?Brian: Icertainlyhopeso.Everyoneshouldbeabletorecognizetheimportanceofprotectingtheenvironment.Xiaohong: You’reright.Recyclingthesekindsofitemsshoulddrasticallyreducetheamountoflandusedforwastedisposal.Brian: Let’shopeeveryoneelseseesthisadvertisementandstartsrecyclingtoday!Task1RoleARoleBSituationVictorsawanadvertisementsaying“ClearanceSale”infrontofXYZfashionshop.Hepaid30YuanfortwoT-shirts,buttheyshranktochildren’ssizeafterbeingwashedonlyonce.HisfriendLiliremindedhimtobealwayscarefulabouttheso-called“pricecutting”andnottobemisledbythebeautifulliesinthead.ReferenceSituationReferenceRoleARoleBYou’retheAmericanboy,Victor.Youpaid30YuanfortwoT-shirtswhichhaveshranktochildren’ssizebecauseoftheadvertisementsaying“ClearanceSale”.Youwanttocomplainaboutit.Victorsawanadvertisementsaying“ClearanceSale”infrontofXYZfashionshop.Hepaid30YuanfortwoT-shirts,buttheyshranktochildren’ssizeafterbeingwashedonlyonce.HisfriendLiliremindedhimtobealwayscarefulabouttheso-called“pricecutting”andnottobemisledbythebeautifulliesinthead.SituationReferenceRoleARoleBYouareVictor’sfriendLili.Youwantto