Jane: Still, I think (5) 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, (6) you have the freedom to choose not to
look at the ads.
Peter: Well, it’s time to cook dinner.
V. Let’s Talk Advertising techniques
To write good advertisements, you have to remember a number of things.
You should always start with the greatest benefit to consumers. For example, you can mention such advantages as money-saving, satisfying effects, improved health, better appearance, great self-esteem and so on.
In an ad, you need to use pronouns properly. As you might know, consumers are usually interested in themselves. So you must direct all your comments at them. Use you, your and yours wherever possible. You can also include we, our and ours throughout your ad, but you should use I, me and mine sparingly.
Also, it is important to use accurate numbers if possible. For example, “101 uses for this cell phone” is more likely to attract people’s attention than “Many things to do with this cell phone”.
If an exact number does not sound convincing , use a percentage instead. For instance, if consumers are unlikely to believe that they can make”10,000 dollars” out of the advertised product, you can tell them they will” see a 20 percent increase in sales within the first year”.
Moreover, don’t use too many adjectives and adverbs: Save these for your poetry and love letters. An ad should contain plenty of verbs to convey a sense of action and urgency so as to encourage consumers to react to the ad promptly.
In finishing your ad, you should tell consumers what you want them to do. For example, “Click here for more information.”
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 on 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: 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 constantly 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 products in commercial radio programs. They employ attractive salesgirls to distribute samples. They organize competitions with prizes for the winners. They even advertise on the screens of local cinemas. Most important of all, in countries that have television, they have advertisements on 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 buy a particular product because we think it is the best. We frequently believe it is the best because advertisements tell us so. Some people never pause to ask themselves if the advertisements are telling the truth. 1. What is true of the contemporary business world? A 2. What is not mentioned in the passage? C
3. According to the passage, what is the most important means of advertising? B 4. According to the passage, why can advertisements influence people? D 5. What is the passage discussing? D Task 3: 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 225 dollars; digital pianos staring at 399 dollars; king size beds go from 250 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.T 3.F 4.T 5.F
Unit 5 Does your best friend have four legs? 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 the smartest student in the class is? 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 a dozen cookies, we’ve been given a baker’s dozen. Q: How many cookies have been given to them? 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: 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 cat to have free run of the house while they were out, the husband went back upstairs to chase the cat out. The wife, not wanting 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
Task 2: What can dogs do?
Dogs have lived with human beings for at least 14, 000 years. They are intelligent and friendly, and can serve people in many ways.
Dogs are sometimes referred to as “man’s best friend” because they are usually playful, friendly and they can listen to and understand humans. Since they appear to enjoy a relationship with humans,
dogs are often kept as pets.
Dogs can perform important activities for humans. For example, there are guard dogs, hunting dogs, herding dogs and guide dogs for the blind. There are also dogs that are trained to smell for diseases in the human body, or to find bombs or illegal drugs. These dogs, called “sniffer dogs”, sometimes assist the police at airports or in other areas. Dogs have even been sent by Russians into outer space, a few years before the first human being.
Dogs are intelligent. They can learn by imitating human behavior. In one study, puppies were presented with a box and shown that when the trainer pressed a lever, a ball would roll out of it for them to play with. The pups were then allowed to interact with the box. Most of the puppies finally touched the lever to get the ball. It is probably due to their high IQ that dogs can understand instructions and communicate with humans successfully.
Task 3: Protecting endangered species
Around the world, habitats are being destroyed at an alarming rate, putting many wildlife species in danger of extinction. Threatened and endangered animals and plants are found in many places throughout the globe-you may even find some in your own backyard. To protect endangered animals and plants, think both globally and locally. There are many things you can do to contribute to their protection.
To begin with, you can find out what animals living near you are on the endangered special list. Spend some time learning about these animals and their habitats.
You can also contribute to nature reserves and other wilderness areas. Habitat preservation is one of the best ways to help protect endangered animals. Donate money or volunteer your time helping the nature reserve preserve habitat. Or, do both.
Another thing you can do is buy environmentally friendly products. Choose non-toxic cleaners that won’t pollute streams, rivers or oceans. Avoid any companies that, when manufacturing products, endanger animals. Buy foods and goods that are made from materials that do not harm endangered animals or their habitats. For example, look for organic chocolate, coffee or cotton clothing that is grown without cutting down rainforests.
Moreover, you can help create or restore habits for endangered animals. You can volunteer to help
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