广告类英文文献-2

Background

Informationwhich

case

it

may

exaggerate

some

aspect

of

aproduct

by

appealing

to

the

purchaser"s

image

ofhimself.

Advertising

is

carried

out

by

the

press(70%-75%),by

television

and

radio

(20%-25%),and

on

buses

,in

cinemas

,and

at

the

pointof

sale

.The

industry

in

the

UK

and

USA

is

largelyin

the

hands

of

the

advertising

agencies

,whichwork

closely

with

their

clients

researching

,

copy-writing

,and

producing

the

advertisements

as

wellas

booking

space

in

the

press

and

time

forbroadcasting.第四页，共一百三十八页。Introductionpublic

so

as

to

promote

the

sales

andturnover.

Like

it

or

not,

theadvertisement

will

continue

to

be

part

ofour

daily

life.

We

can"t

simply

avoidseeing

one

wherever

we

go

andwhatever

we

do.

Living

with

it

may

be

abest

alternative

existing

now.第六页，共一百三十八页。Language

Points第七页，共一百三十八页。1.

feature:以…为特色，是…特色；表演，刊登，展出，介绍The

novel

features

the

rural

life

in

a

smallEnglish

village

in

the

19th

century.This

film

features

a

new

British

actress

.第八页，共一百三十八页。1.

feature:以…为特色，是…特色；表演，刊登，展出，介绍昼夜服务是这家店的特色Round-the-clock

service

features

this

store.这家店以昼夜服务为特色This

store

features

round-the-clock

service.第九页，共一百三十八页。1.

feature:以…为特色，是…特色；表演，刊登，展出，介绍This

art

gallery

features

North

Americanart.这家艺术馆展出北美艺术。第十页，共一百三十八页。1.

feature:以…为特色，是…特色；表演，刊登，展出，介绍今天的报纸登了一篇关于健康的文章Today’s

newspaper

features

anarticle

about

health.第十一页，共一百三十八页。Clifton

Webb克里夫顿·韦伯11

,11

1889

–10

,13

1966

U.S.A.actor,

opera

singerand

dancer第十二页，共一百三十八页。Clifton

Webb,Webb

co-star

inthe

1944

thrillerLaura

(20thCentury

Fox

)Hewas

an

instant

hitand

he

receivedAcademy

Awardnominations.第十三页，共一百三十八页。作为演员的电影作品(数量：21)美国影史百部佳片AFI"s

100

Years,

100

Thrills:

America"s

MostHeart-Pounding

Movies

-------

(2001)Satan

Never

Sleeps

-------

(1962)Holiday

for

Lovers

-------

(1959)The

Remarkable

Mr.

Penny

packer

-------(1959)爱琴海夺宝记Boy

on

a

Dolphin-------(1957)Clifton

Webb电影作品列表：(22

部)第十四页，共一百三十八页。冒充者，谍海浮尸The

Man

Who

Never

Was

-------

(1956)Woman"s

World

-------

(1954)泉水中的三枚硬币/罗马之恋Three

Coins

in

the

Fountain

-------

(1954)铁达尼邮轮沉浸记/泰坦尼克号沉没记

Titanic-------(1953)Mister

Scoutmaster

-------

(1953)春光花月Stars

and

Stripes

Forever

-------

(1952)Dreamboat

-------

(1952)Clifton

Webb电影作品列表：(22部)第十五页，共一百三十八页。Clifton

Webb电影作品列表：(22

部)Mr.

Belvedere

Rings

the

Bell

-------

(1951)Elopement

-------

(1951)For

Heaven"s

Sake

-------

(1950)父亲大人Cheaper

by

the

Dozen-------

(1950)校园长春树Mr.

Belvedere

Goes

to

College

-------

(1949)妙人奇遇Sitting

Pretty-------(1948)剃刀边缘The

Razor"s

Edge-------(1946)死角The

Dark

Corner-------(1946)罗娜秘记Laura-------(1944)第十六页，共一百三十八页。作为其他职员的电影作品(数量：1)校园长春树Mr.Belvedere

Goes

to

College-------

(1949)第十七页，共一百三十八页。"The

man

in

the

Hathaway

shirt"“哈撒韦”衬衫Hathaway

shirtand

ever-mysterious

eye-patch,

1953第十八页，共一百三十八页。"The

man

in

the

Hathaway

shirt"1951年，一家小制衣厂老板F.Hathaway登门找大卫•欧格威帮忙。大卫•欧格威在摄影棚里看到一个黑色眼罩，而产生“戴黑色眼罩的男人”的广告创意，为产品增添了神秘感。第十九页，共一百三十八页。"The

man

in

the

Hathaway

shirt"他用200万元表现衬衫高档，18种穿这种衬衫的人物形象，模特儿由

BaronWrange扮演,分别出现在各种背景画面上,指挥乐团、演奏双簧管、画画、击剑、驾游艇以及玩牌。第二十页，共一百三十八页。"The

man

in

the

Hathaway

shirt"在当时，一位英俊的男士戴上眼罩给人以浪漫、独特的感觉。哈撒韦衬衫终于在默默无闻

116年以后，在数月之内名噪全国，美国人最后终于开始体认到第二十一页，共一百三十八页。"The

man

in

the

Hathaway

shirt"穿一件大量生产的廉价衬衫毁坏形象，实在是一件愚蠢的事，“哈撒韦”衬衫就日渐流行了它耐穿，为顾客定制，不惜工本的“舒适”剪裁，下摆很长，可深入你的

裤腰。第二十二页，共一百三十八页。"The

man

in

the

Hathaway

shirt"纽扣是使用珍珠母作成，非常大，

男子气。缝纫高

雅，用世界最有名的布匹。“哈撒韦”衬衫是缅因州的小城渥特威的一个小公司的手艺人所缝制的。他们老老少少的在那里工作了已整整114年。第二十三页，共一百三十八页。Outrage复合词out＋rageWord

for

Band

6n.①义愤，愤慨；②暴行，骇人听闻【常用搭配】an

outrage

against/on/upon

sth.eg.对正义的严重损害an

outrage

against

justicevt.激起…的义愤，激怒（常用于被动语态）eg.物价大幅上涨的消息一公布他们义愤填膺。They

were

outraged

by

the

announcement

ofmassive

price

increase.第二十四页，共一百三十八页。B.

outlawD.

outbreakWord

for

Band

6When

he

heard

the

news

that

hisresearch

was

stolen

by

a

colleague,he

reacted

with

a

sense

of

.A.

outlookCC..outrage当他获悉他的研究成果被一个同事剽窃的消息他义愤填膺第二十五页，共一百三十八页。2.

There

is

no

accident

about

this.This

is

not

something

that

just

occurswithout

any

cause.第二十六页，共一百三十八页。Symbolist

poetry

and

painting象征主义者认为艺术所应表达的不是

现实生活，而是意识所不能达到的超时间、超空间，超物质、超感觉的“另一世界”，通过景物来暗示另一世界。作家所要阐述

的不是现实的客观世界，而是个人主观的

内心世界。第二十七页，共一百三十八页。Symbolist

painting《自画像与拉琴的死神》勃克林187275×61厘米，藏于国立普鲁士文化遗产博物馆第二十八页，共一百三十八页。Symbolist

poetry

and

OmarKhayyam欧玛尔·海亚姆（1048－1122，(又译获默·伽亚漠)波斯哲理诗人。每首四行诗共四句。一、二、四行协韵，从形式上看与我国绝句十分相似。《鲁拜集》，《柔巴依集》。第二十九页，共一百三十八页。Symbolist

poetry

and

OmarKhayyam天堂不过是欲望满足的幻景，地狱是火烤灵魂在暗中的投影。我们这么晚才从暗中浮现，这么早又要向暗里消隐。第三十页，共一百三十八页。Symbolist

poetry

and

OmarKhayyam最初的泥团捏出了最后一个人，最初播的是最后收成的种；最后结帐的黎明将读到的，在最初创世的早晨已经写成。第三十一页，共一百三十八页。Symbolist

poetry

and

OmarKhayyam我们来去匆匆的宇宙，上不见渊源，下不见尽头，没有人能说清楚，我们自何方而来，向何方而走？第三十二页，共一百三十八页。Symbolist

poetry

and

OmarKhayyam第廿九首“柔巴依”不知什么是根由、哪里是源头，就像是流水，无奈地流进宇宙；不知哪里是尽头、也不再逗留，我像是风儿，无奈地吹过沙丘。第三十三页，共一百三十八页。3.

…the

sorry

scheme

of

things

asthey

are

is

forever

being

remoldednearer

to

the

heart"s

desire....the

sad

stories

as

they

are

invented

areoften

revised

so

as

to

suit

the

taste

ofthe

audience.(So

is

the

advertisement.)第三十四页，共一百三十八页。3.

…the

sorry

scheme

of

things

asthey

are

is

forever

being

remoldednearer

to

the

heart"s

desire.事物的令人悲伤的格局事实上永远是按照心灵的愿望铸造的。第三十五页，共一百三十八页。4.

get

into

the

habit

of:become

used

to

doing

sthIris

got

into

the

habit

of

checking

hermail

box

when

she

got

home

every

day.He

got

into

the

habit

of

turning

to

liquorwhen

depressed.第三十六页，共一百三十八页。psychiatricPsychiatristn.精神病医师，精神病学家Word

for

Band

6第三十七页，共一百三十八页。LUCKYSTRIKE英美烟草公司“Smoke

aLucky

to

feelyour

LEVEL

boot!”“点燃Lucky（幸运）牌香烟，享受最佳感觉！”第三十八页，共一百三十八页。LUCKYSTRIKE英美烟草公司拥有超过300个著名品牌，包括好彩（LuckyStrike）、555、健牌（肯特KENT）、希尔顿（Hilton）、总督（Viceroy）、登喜路（Dunhill）、金边臣（Benson&Hedges）、摩尔（More）等等（其实北京人熟悉的“都宝”就是英美在中国合资生产）。全球十亿成年吸烟者中，每七个人就有一位选择英美烟草的产品。第三十九页，共一百三十八页。绿色清凉版本的LuckyStrike1917年的好彩的女性吸烟运动广告第四十页，共一百三十八页。1940年版本的LuckyStrike第四十一页，共一百三十八页。早年的一些宣传海报第四十二页，共一百三十八页。早年的一些宣传海报第四十三页，共一百三十八页。5.

have

a

way

of:have

a

method

,style

or

manner

of

doingsth;

succeed

in

doing

sthFrank

has

his

way

of

getting

things

done.Margo

always

has

a

way

of

getting

whatshe

desires.第四十四页，共一百三十八页。hold

together:vt./vi.可分开用remain

united使…连接/团结/结合在一起，使…成一体The

Russells

always

hold

together

in

timeof

crisis.Crisis

always

hold

the

Russells

together.The

bodywork

of

the

car

can

hardly

holdtogether.Phrase

for

Band

6

and

Our

Exam第四十五页，共一百三十八页。clann.宗族，家族clan与tribe都有“族”的意思，如何区分？clan强调“姓氏，家庭”tribe强调“部落，种族”Word

for

Band

6第四十六页，共一百三十八页。mysticn.神秘主义者adj.神秘的，玄妙的；神秘主义者的Wordfor

Band

6第四十七页，共一百三十八页。communaladj.公共的，集体的，共有的Wordfor

Band

6第四十八页，共一百三十八页。7.

communal

participation:getting

involved

or

taking

part

in

a

groupcollectively第四十九页，共一百三十八页。8.

a

sense

of

mystic

communion:a

feeling

of

becoming

a

member

of

agroup

in

which

all

the

people

have

acommon

belief第五十页，共一百三十八页。verdictn.①裁定；②定论，判断性意见Very(真实)+dict(言论)Wordfor

Band

6eg.predict

预言contradict与…发生矛盾第五十一页，共一百三十八页。9.

associate

in

the

minds

with:join

together

or

connect

(ideas)in

themindDarwin

is

always

associated

with

thetheory

of

revolution

.In

some

cultures,

owl

is

associated

withevil

spirit

or

misfortune.第五十二页，共一百三十八页。Wordfor

Band

6hygienen.卫生，保健学dental

hygiene口腔卫生domestic

hygiene家庭卫生第五十三页，共一百三十八页。Wordfor

Band

6hygienen.卫生，保健学personal

hygiene个人卫生environment

hygiene环境卫生food

hygiene食品卫生第五十四页，共一百三十八页。Word

for

Band

6hygienen.卫生，保健学mental

hygiene心理卫生physical

hygiene生理卫生第五十五页，共一百三十八页。grotesqueadj.①怪诞的，荒诞不经的，荒唐的②奇形怪状的，奇异的，丑陋的n.

形状怪诞的图案，怪人，怪物Word

for

Band

6第五十六页，共一百三十八页。Thanks

toprep.多亏…由于…Phrase

for

Band

6第五十七页，共一百三十八页。10.

hook-up:connection

or

linkThe

hook-up

between

BBC

and

Australiantelevision

is

done

by

satellite

.第五十八页，共一百三十八页。the

Medici

family：美第奇家族，15~18世纪统治佛罗伦萨和托斯卡纳的意大利家族。他们通过经商和办银行成为豪富，与欧洲许多豪门联姻，共出了3个教皇和2个法国皇后。但亦经历了3次放逐（1433~1434，1494~1512，1527~1530）。由于他们对艺术的保护，佛罗伦萨成为欧洲文化的博物馆。第五十九页，共一百三十八页。the

Medici

family：第六十页，共一百三十八页。第六十一页，共一百三十八页。第六十二页，共一百三十八页。11.

art

dealer:person

engaged

in

commercial

purchasesor

sales

of

artistic

works第六十三页，共一百三十八页。Moulin

Rouge第六十四页，共一百三十八页。Moulin

Rouge第六十五页，共一百三十八页。turnovern.①营业额，成交量②人员调整，人员更替率Word

for

Band

6第六十六页，共一百三十八页。12.

a

case

in

point:an

example

which

is

relevant

to

thematter

being

discussed第六十七页，共一百三十八页。13.

symptoms

of

virtue

or

beauty:signs

that

show

high

quality

or

beauty第六十八页，共一百三十八页。14.

creep

into:不知不觉到来，渐渐产生/出现come

into

gradually,

unconsciouslyConfidence

and

power

of

thought

anddecision

grew

dim

,and

fear

crept

intoour

hearts.第六十九页，共一百三十八页。15.

in

effect:in

fact;

practically;

actually;

for

allpractical

purposeThe

house

with

all

its

contents

is,

ineffect

,crushed

into

a

lump

of

debris.The

themes

of

the

two

books

are,

ineffect,

identical.第七十页，共一百三十八页。16.

turn

our

faces

away

from:evade;

avoid;

escape

from第七十一页，共一百三十八页。17.

display

advertising:visual

advertising图文广告第七十二页，共一百三十八页。Hold

backhinder,

restrain,

or

prevent

the

progressor

development

of妨碍Phrase

for

Band

6第七十三页，共一百三十八页。stuntn.①惊险动作，特技，特技表演。②噱头，引人注意的举动eg.

stunt-manWord

for

Band

6vt.阻碍…正常发育，使…停止发展

eg.小孩抽烟会妨碍发育。If

a

child

smokes

cigarette,

it

can

stunthis

growth.电影替身第七十四页，共一百三十八页。hitchvt.①免费搭(车旅行)②(用绳、钩等)系住，拴住，钩住③(up)急速提起(或拉起)vi.免费搭车旅行n.①故障，障碍②急提，急拉【常用搭配】get

hitched=be

hitched

up结婚hitch

up拉起(坐时把膝部裤管稍向上拉，以保持裤线挺直)without

a

hitch毫无障碍，顺利无阻Wordfor

Band

6第七十五页，共一百三十八页。Word

for

Band

6contrivevt.①谋划，策划②设法做到③设计，想出【用法】加名词；加不定式eg.她不知怎的设法弄到了音乐会门票。Somehow

she

contrived

to

get

thetickets

for

the

concert.第七十六页，共一百三十八页。18.

a

storm

of

orders:a

sudden

burst

of

orders

;a

good

numberof

orders

at

the

same

tune.第七十七页，共一百三十八页。extractvt.①取出，抽出，拔出②提取，提炼，榨取③获得，索取④摘录，抄录n.①摘录，选段②提出物，精华，汁【常用搭配】extract

sth.From

sb./sth.从…中拔出，从…中提炼出Wordfor

Band

6第七十八页，共一百三十八页。Wordfor

Band

6extracteg.

The

police

finally

extracted

theinformation

after

hours

of

questioning.警方经数小时盘问终于套得这一情报。第七十九页，共一百三十八页。extractIt

is

not

hard

for

us

to

oil

from

shale.A.

contractC.

withdrawWord

for

Band

6从页岩中提取石油并不困难。B.

compressD.D.extract第八十页，共一百三十八页。19.be

likened

to:be

compared

toLove

is

often

likened

to

a

journey.(liken

love

to

a

journey)Advertising

is

likened

to

an

abstract

art.(liken

advertising

to

an

abstract

art)第八十一页，共一百三十八页。anthropologyanthropologistn.人类学家，人类学者Word

for

Band

6第八十二页，共一百三十八页。20.social

and

psychologicallandscape:an

overall

picture

of

the

social

conditionand

people"s

way

of

thinking第八十三页，共一百三十八页。Word

for

Band

6mergevt.合并merge

(together)merge

A

with

Bmerge

A

and

B

(together)我们可以把两家小公司合并成一个大企业。We

can

merge

two

small

businesses(together)

into

a

larger

one.第八十四页，共一百三十八页。Word

for

Band

6mergevi.逐渐消失，或变成另一种事物。

merge(into

sth.)暮色蒙蒙，逐渐一片漆黑Twilight

merged

into

total

darkness..第八十五页，共一百三十八页。mergemingle;

mix;

blendWord

for

Band

6第八十六页，共一百三十八页。21.

in

stitches

of

laughter:laughing

uncontrollably捧腹大笑，忍俊不禁The

story

had

us

in

stitches

of

laughter.The

audience

were

in

stitches

of

laughterwhen

a

comic

show

was

performed

onstage.第八十七页，共一百三十八页。Go

aboutset

to

work

at开始着手（工作）；忙于做『不用于被动语态』Phrase

for

Band

6第八十八页，共一百三十八页。22.The

reason

this

does

not

happen

inot

that…barrage

of

appeals

that

wgo

about

our

business,

"

as

we

say.The

reason

why

we

do

not

laugh

so

hard

isnot

that

we

are

unaffected

by

thesefantastic

appeals

to

our

passion,

but

that

wehave

become

so

weak

and

insensitive,surrounded

by

a

good

number

of

appealsconvincing

us

that

we

are

busy

with

ourbusiness

as

we

usually

say.第八十九页，共一百三十八页。The

reason

this

does

nothappen

is

not

that…barrage

ofappeals

that

we

go

about

ourbusiness,

"

as

we

say.become

hardened

to:

be

less

sensitive

toharden

into:

turn

into

(fixed

form)第九十页，共一百三十八页。The

reason

this

does

nothappen

is

not

that…barrage

ofappeals

that

we

go

about

ourbusiness,

"

as

we

say.He

became

hardened

to

the

criticismaround

him.We

should

resolutely

break

withconventional

rules

and

regulations

thathave

outlived

their

usefulness

andhardened

into

dogmas.第九十一页，共一百三十八页。throbvi.①有节奏的震动，有规律地颤动②（急速强烈的）跳动，搏动n.有节奏的震动，跳动，搏动Word

for

Band

6第九十二页，共一百三十八页。Word

for

Band

6Reel（roll的同源异体词）n.卷轴，卷筒，卷盘vt.卷，绕vi.①摇摇晃晃的移动，蹒跚②眩晕，发昏消防员放出水龙带The

fireman

reeled

the

hosepipe

out.第九十三页，共一百三十八页。Word

for

Band

6Reel（roll的同源异体词）【考纲短语】reel

off一口气说，重复克莱尔一口气报出了他邀请来参加聚会的所有人的名字。Clare

reeled

off

a

list

of

all

the

peopleshe’d

invited

to

the

party.第九十四页，共一百三十八页。Wordfor

Band

6stimulusn.①促进(因素)②刺激(物)vt.stimulate刺激adj.stimulating刺激的【固定搭配】stimulus

to

sth.“对…的刺激”光是植物生长的促进因素。Light

is

a

stimulus

to

growth

in

plants.第九十五页，共一百三十八页。stimulusDrink

coffee

when

you

are

sleepy.

It’s

agood

and

will

help

keep

you

awake.B.

attachmentD.

liquidWordfor

Band

6困了就喝咖啡。因为咖啡能刺激你，使你保持清醒。A.

stimulusCA..source第九十六页，共一百三十八页。dispense

with:manage

without;

get

rid

ofShe

is

not

confident

enough

to

dispensewith

the

support

and

assistance

from

herfriends.Formality

is

something

to

dispense

within

such

informal

circumstances.Our

handshake

dispensed

with

the

needfor

a

contract.Phrase

for

Band

6

and

Our

Exam第九十七页，共一百三十八页。mingle

withvt.使混合，使相混vi.①混合起来，相混合②相交往，相往来A

sincere

apology

mingled

with

a

senseof

guilt

was

readily

accepted.A

painful

memory

mingled

with

theterrible

nightmare

almost

broke

her

intopieces.Word

for

Band

6

and

Our

Exam第九十八页，共一百三十八页。24.mingle

with

2001年1月第53题Now

the

cheers

and

applause

in

asingle

sustained

roar.B.

concentratedD.

permeatedWord

for

Band

6

and

Our

ExamAA..mingledC.

assembled现在欢呼声与掌声会合成了一股持续的喊声。第九十九页，共一百三十八页。25.bring

sth

into

focus

:cause

sth

to

be

the

center

of

attentionThe

necessity

of

locating

a

factory

formass

production

was

brought

into

focusat

the

meeting.The

protection

of

the

environment

hasbeen

brought

into

focus

by

the

severityof

the

pollution

in

the

locality.Bring

an

issue

into

focus.第一百页，共一百三十八页。As

a

rulein

most

cases,

usually,

normallyPhrase

for

Band

6第一百零一页，共一百三十八页。snobbismSnobn.①势利的人②自命不凡的人，自以为有学问的人。Word

for

Band

6第一百零二页，共一百三十八页。bureaucracyn.①官僚主义，官僚作风②政府机构，官僚指“官僚，政府官员”时是集合名词，是总称；指一个个官僚时则用bureaucrat,例如：He

is

a

bureaucrat.他是一个官僚。Wordfor

Band

6第一百零三页，共一百三十八页。Conform六级高频词vi.(to/with)①遵守，适应，顺从②相似，一致，符合【常用搭配】conform

with与…相符合conform

to遵从，与…一致Word

for

Band

6第一百零四页，共一百三十八页。E-mail

is

a

convenient

highly

democraticinformal

medium

for

conveying

messages

that

well

to

human

needs.B.

reflectsD.

satisfiedWordfor

Band

6Conform2000年6月第63题作为一种高度大众化的非正式媒介，电子邮件传播信息十分方便，非常适合人们的需要。A.

adheresCC..conforms第一百零五页，共一百三十八页。All

the

students

have

to

to

the

rules

andregulations

of

the

school.A.

confirmC.

confineB.

confrontD.

conformWord

for

Band

6Conform2001年1月第54题第一百零六页，共一百三十八页。Always

check

before

you

buy

that

your

child’stoy

the

official

safety

standardA.

caters

toC.

correlate

toWord

for

Band

6Conform

练习题买玩具时要检查一下是否达到了国家安全标准。BB..conforms

toD.

concedes

to第一百零八页，共一百三十八页。I.

Comprehension

of

the

Text

i.1.

A2.B3.C4.A5.A6.C7.B8.A9.B10.B第一百一十页，共一百三十八页。I.

Comprehension

of

the

Text

ii.1.The

ad

may

not

be

a

masterpiece

ofartistic

work

like

those

in

the

art

gallery,but

it

is

an

art

in

the

sense

that

it

makesuse

of

all

the

artistic

techniques

and

works

perfectly

in

the

market

place.第一百一十一页，共一百三十八页。I.

Comprehension

of

the

Text

ii.2.

Both

have

the

magical

power

and

themodern

advertising

employs

all

thetechniques

of

symbolist

art.第一百一十二页，共一百三十八页。I.

Comprehension

of

the

Text

ii.3.

People

are

so

attracted

by

variouskinds

of

ads

that

they

seem

to

live

in

theillusions

created

by

the

ads

whichpromise

them

a

life

they

dream

about.第一百一十三页，共一百三十八页。I.

Comprehension

of

the

Text

ii.4.

Like

the

totemistic

institution

in

whichtotem

societies

were

held

together

by

atotemic

symbol

,people

using

the

same

brand

of

commodities

are

bound

into

aninstitution

by

ads

which

purposely

set

upnational

brand

and

totems

for

communalparticipation.第一百一十四页，共一百三十八页。I.

Comprehension

of

the

Text

ii.5.

Ads

make

people

believe

that

usingwell-known

brands

gives

one

a

feeling

ofbe-

longing

to

an

institution

in

which

heactively

participates

,thus

strengtheningone"s

sense

of

mystic

communion.第一百一十五页，共一百三十八页。I.

Comprehension

of

the

Text

ii.7.

The

layout-and-design

man

for

an

admight

be

a

great

artist

but

nobody

woulddiscover

it

because

people

are

ashamedof

their

own

commercial

activities

andrefuse

to

admit

there

exists

any

beautyor

virtue.第一百一十七页，共一百三十八页。I.

Comprehension

of

the

Text

ii.8.

Advertisements

represent

investmentof

a

large

amount

in

that

they

createappetites

and

stir

impulses

in

a

vastreader

mass.

That"s

why

they

have

to

becareful

contrived

to

appeal

to

the

readermass.第一百一十八页，共一百三十八页。I.

Comprehension

of

the

Text

ii.10.

The

purpose

of

the

ad

is

to

attractpeople"s

attention

and

its

magic

powercan

be

felt

by

those

who

do

not

study

itcarefully

.When

an

ad

is

located

amongothers

it

appears

quite

normal

and

servesits

purpose-However

when

it

is

isolated

itseems

funny

and

sometimes

absurd

.第一百二十页，共一百三十八页。I.

Comprehension

of

the

Text

ii.11.

Fashions

can

be

regarded

as

thepopular

substitute

for

art

and

can

beadopted

as

a

kind

of

stimulant

to

stirimpulses

in

the

vast

reader

mass

.In

thissense

it

is

regard-

ed

as

the

lifeblood

ofadvertising.第一百二十一页，共一百三十八页。I.

Comprehension

of

the

Text

ii.12.To

be

in

fashion

one

has

to

have

cash.To

be

successful

one

has

to

be

up-to-date

like

everyone

around

you-Thus

,success

requires

the

ability

to

possess

alarge

amount

of

ready

money

to

stay

infashion.第一百二十二页，共一百三十八页。III.

Vocabulary1.

conform3.

appeal5.

communal7.

dispense9.

outraged2.

genius4.

throbbing6.

merge8.

scheme10.

supplant11.

reinforced

12.

contrived第一百二十三页，共一百三十八页。III.

Vocabulary14.

possession16.

likened18.

reputed20.

oratory22.

inconsolable24.

irrational13.

mingled15.

unabashed17.

grotesque19.

nourished21.

undermined23.

glorified25.

weird第一百二十四页，共一百三十八页。III.

Cloze1.habit4.place2.promised5.works7.communal

8.feeling3.techniques6.appeal9.notion10.industry

11.connection

12.turnover15.establish18.potential13.goes16.cost19.geared14.surveys17.alone20.word第一百二十五页，共一百三十八页。IV.

TranslationLots

of

people

pretend

that

they

never

readadvertisements,

but

this

claim

is

hardlybelievable.

It

is

almost

impossible

not

to

readadvertisements

these

days.

Just

think

what

funthey

often

provide!

Imagine

what

a

bus

andrailway

station

would

be

like

withoutadvertisements?

Would

you

enjoy

gazinghelplessly

at

a

blank

wall

while

waiting

for

a

busor

train?

Would

you

like

to

read

a

daily

paperclosely-printed

with

columns

of

news?第一百二十六页，共一百三十八页。IV.

TranslationA

cheerful,

witty

advertisement

makes

such

adifference

to

a

drab

wall

or

newspaper-We

must

notforget,

either,

that

advertising

makes

a

positivecontribution

to

our

pockets.

Newspapers,

radio

ortelevision

stations

could

not

subsist

without

thissource

of

revenue

.The

fact

that

we

pay

so

little

forour

daily

paper,

or

can

enjoy

so

many

pro