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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
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 Words/Actions A firm Reasons/Purposes advertised for a friendly discrimination against employee; unfriendly people Was asked to change the wording requested for a friendly to provide food for its employee staff/employees told the Travelco managing director to remove the word “friendly” said was told not to use It was natural to specify that word; thought it was the kind of people they ridiculous wanted added that the people at the center thought they had Travelco The Job Center The managing director 精品文档
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been a little over the top The center had decided that certain words were not allowed; e.g. motivated, enthusiastic said they had guidelines of no discrimination not using personality characteristics added that they should to make the final decision leave the dispute to the local judges maybe a member of their in cutting words staff had been over-enthusiastic An official 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 ads 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.
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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 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
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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
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 精品文档
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