When they make TV commercials, they use scientific methods to learn what you?ll like and buy.
Jane: Are you telling me those darling little children biting into Big Macs are part of a scientific
project to get me into McDonald?s?
Peter: Advertises don?t bother with facts more. Instead they want the end-user—that?s you—to
fall in love with their product.
Jane: I see. So what you?re saying is, “Watch out, or commercials will take over your life.”
Now Your Turn
A: Shall we switch to another channel? I don?t like those TV commercials. B: Why do you think so? Look: Just do it! What a powerful product. A: I doubt it.
B: Now, look at this L?Oreal commercial. The model?s skin is so smooth.
A: This is what they want you to believe: use the product and you will get the same skin. B: You mean they are lying about the product? I don?t really think so.
A: Advertisers now appeal to emotions, not reason. They want you to like their product. B: Well, I don?t really agree with you, but we can switch to another channel.
Model 3 Are the free magazines free?
Peter: Jane, what?s that magazine you?re reading?
Jane: It?s one of those free magazine you can pick up around town. It?s got some pretty interesting articles in it.
Peter: Wake up, Jane! It?s not free at all. Look at it: It?s all advertising.
Jane: Maybe so, but if the advertising pays for the magazine, then I don?t have to. Peter: Sure you do. The cost of the ads is built into the products.
Jane: Still, I think advertising serves a useful purpose. It tells me about new products.
Peter: A lot of companies spend more money on advertising than on making quality products. Jane: But some commercials are really fascinating. Besides, you have the freedom to choose not
to look at the ads.
Peter: Well, it?s time to cook dinner.
Now Your Turn
A: What?s that brochure you?re reading?
B: It?s a giveaway brochure you can easily find here and there. It?s got some pretty interesting things in it.
A: Do you really think so? It?s not really free. Look at all the ads in it. B: Could be, but I don?t have to pay for it.
A: You bet you do. The cost6oof the ads is included in the products.
B: Still, I think advertising tells me about new products. It helps me in choosing what to buy. A: This is just what the advertisers want you to do.
B: But some commercials are really fascinating. Besides, you?re didn?t have to believe all the ads. A: Well, let?s go swimming.
V. Let?s Talk
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A Job Ad for a Friendly Employee
A firm advertising for a “friendly” employee has been asked to change its wording because it discriminates against unfriendly people.
Travelco, a travel agency, put in a request for a “Friendly employee” to provide food for its staff. But the Job Center in Bristol told managing director Harry Smith that he would have to remove the word “friendly” before the advertisement could be accepted.
Mr. Smith said he could not believe the decision and thought it was “ridiculous.” He said: “We were told we could not use that particular word because it was discriminatory against people who looked unfriendly. We thought it was ridiculous. It?s only too natural for us to specify what kind of people we want.” He added, “The people at the center have since said they thought they had been a little over the top.”
The center had made it a rule that certain words were nor allowed in ads and the words “motivated” and “enthusiastic” had been banned in the past.
An official of the center said: “We do have guidelines of not using personality characteristics in advertisements to ensure that there is no discrimination in the process.”
She added: “We should leave the dispute to the local judges. They?ll make the final decision. It?s possible that a member of our staff has been over-enthusiastic in cutting out words in ads.” Persons/Agencies A firm Words/Actions Reasons/Purposes against advertised for a friendly discrimination employee; unfriendly people Was asked to change the Travelco The Job Center wording requested employee for a friendly to provide food for its staff/employees told the Travelco managing director to remove the word “friendly” said was told not to use that It was natural to specify the word; thought it was ridiculous kind of people they wanted added that the people at the center thought they had been a little over the top The managing director The center had decided that certain words were not allowed; motivated, enthusiastic e.g. An official said they had guidelines of not no discrimination using personality characteristics added that they should leave to make the final decision the dispute to the local judges maybe a member of their staff in cutting words had been over-enthusiastic - 22 -
VI. Furthering Listening and Speaking
Task 1: Banning Cigarette Ads
Nancy: Hey, Robert, what do you think about cigarette ads?
Robert: They?re disgusting. Many countries have banned tobacco ads completely.
Nancy: I heard in the States advertises are not allowed to show young people smoking cigarettes,
neither are ads targeted at youth allowed. Robert: But advertises keep finding ways around the law. Some years ago one cigarette ad
showed a deer smoking, but it was dressed in a university sweater. Obviously the ad is trying to attract young people.
Nancy: In order to increase sales, they have to make smoking appealing to young people. Make
them think it?s cool. Robert: Right. Cigarette manufacturers need to keep bringing in new customers. The old ones are
dying of lung cancer. Nancy: Good point. Our Student Union should do some publicity against smoking in campus. Robert: I couldn?t agree more.
1. They have banned tobacco/cigarette ads completely.
2. Advertisers are not allowed to show young people smoking cigarettes. 3. They keep finding ways around the law.
4. They must keep bringing in new customers, as the old ones are dying of lung cancer. 5. IT should do some publicity against smoking on campus.
Task 2: A Radio Commercial
Are you looking for appliances or furniture to give new life to your home?
Look no further! Here at Frontier Furniture, we have everything you need to give your home a new look and feel. Stereos, video machines, refrigerators, dining tables, washers and dryers. You name it; we have it! Low on cash? We have an easy rent-to-own plan that will put you on your favorite sofa tonight. Big color TVs cost only two hundred and twenty-five dollars; digital pianos staring at three ninety-nine ($399); king size beds from two hundred and fifty dollars. Free delivery on all major appliances.
So come on down to Frontier Furniture. Located downtown two blocks east of city hall, across from Union Square. We?re open daily from 10:00 AM to 9:30 PM. So, come on in, and let us make your dream home a reality. 1.F 2.F 3.T 4.F 5.T
Task 3: An Introduction to Advertising
Advertising has become increasingly specialized in modern times. In today?s business world, supply usually outnumbers demand. There is great competition among different manufacturers of the same kind of product to attract customers to their product. They always have to remind the consumer of the name and the qualities of their product. They do this by advertising. The manufacturers advertise in the newspapers and on posters. They sometimes pay for songs about their product in commercial radio programs. They employ attractive salesgirls to distribute
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samples. They organizes competitions, with prizes for the winners. They often advertise on the screens of local cinemas. Most important of all, in countries that have television, they have advertisements put into programs that will accept them. Manufacturers often spend large sums of money on advertisements. Sometimes they even spend more on ads than on the products themselves. We usually think so because of the advertisements that say so. Some people never pause to ask themselves if the advertisements are telling the truth. 1.A 2.C 3.B 4.D 5.D
Speaking
Influence of a High-Profile Star
Jill: Hey, isn?t that the same jacket the soccer star Roberto wears in that magazine ad? Robert: The very same one indeed. Even the same color.
Jill: But his would have bigger pockets to hold all the money the company pays him to wear it. Robert: You?re just jealous. Wait a sec. I?m going to try it on. It seems to fit me pretty well. Jill: You make me sick. You fall for every ad you see. Robert: Not at all. I want to buy it just because I like it. Jill: Sure you do. It and Roberto.
UNIT5
II. Listening Skills
1. M: The police gave a few tickets out last week along Highway 15. W: In fact, quite a few tickets were given on that road. Q: What does the woman mean?
2. M: Who do you think is the smartest student in the class? W: Mary is second to none.
Q: What does the woman say about Mary?
3. W: What are you so happy about?
M: Instead of being given an even dozen, we?ve been given a baker?s dozen. Q: Why is the man so happy?
4. M: We have had a lot of rain over the last few years. W: But nothing like this. Q: What does the woman mean?
5. M: What effect has the booming economy had on interest rates for loans? W: The interest rates have skyrocketed! Q: What does the woman mean? 1. A 2. B 3.B 4.D 5.C
III. Listening In
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Task 1: Dogs aren?t allowed here!
Manager: I?m sorry. Miss, but dogs aren?t allowed in this theater. Mary: But I have a ticket for him.
Manager: I?m very sorry, but animals aren?t permitted.
Mary: You don?t understand. This is a special case. My dog is so well trained and so intelligent
that he?s almost human.
Manager: I see that you have an exceptional animal, but…
Mary: I promise you that if there is any problem we?ll leave the theater immediately. I promise
you that this dog isn?t like any other dog you?ve ever seen.
Manager: Well…all right. I?ll let you go in, since the theater is almost empty tonight. But your
dog will have to behave himself, or you will have to leave. Mary: Thank you very much. 1. allowed movie theater
2. a ticket
3. well trained intelligent human
4.any problem leave the theater any other dog seen 5. almost empty
Task 2: Put the cat out!
A couple was going out for the evening to celebrate the wife?s birthday. While they were getting ready, the husband put the cat out. The taxi arrived, and as the couple walked out of their home, the cat ran back into the house. Not wanting their car to have free run of the house while they were out, the husband went back upstairs to chase the cat out. The wife, not waiting it known that the house would be empty, explained to the taxi driver, “He?s just going upstairs to say goodbye to my mother.” A few minutes later, the husband got into the car, and said, “Sorry it took it so long. The stupid old thing was hiding under the bed, and I had to poke her with a stick to get her to come out!”
4-1-3-5-2-6 D) She was ill-treated at home.
Task 3: A Sudden Change in the Parrot?s Attitude
A young man named John received a parrot as a gift. The parrot had a bad attitude and an even worse vocabulary. Every word out of this bird?s mouth was rude. John tried every method to change the bird?s attitude by constantly saying polite words, playing soft music, and anything he could think of to set a good example. Nothing worked. Finally, John got fed up and he yelled at the parrot. And the bird yelled back. John shook the parrot, and the bird got angrier and ruder. Finally, in a moment of desperation, John put the bird in the refrigerator freezer. For a few minutes, John heard the bird scream and kick. Then suddenly there was silence. Not a sound for over a minute. Fearing that he?s hurt the bird, John quickly opened the door to the freezer. The parrot calmly stepped out and said, “I believe I may have offended you with my rude language and actions. I am truly sorry, and I will do everything I can to correct my poor behavior.”
John was greatly surprised at the bird?s change of attitude. As he was about to ask the parrot what had caused such a sudden change in his behavior, the bird continued, “May Ii ask why you put the
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新视野大学英语视听说教程第2册答案（全）
