Using LanguageⅠ教学目标设计

选修9 Unit 5 Inside advertising-Reading(长难句) HOW ADVERTISINC WORKS Para 1. (1)We hear advertisements on the radio and come across them on the Internet. Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements.我们还可以从广播中听到广告，在网络(Internet)上看到广告。甚至在我们穿的有些休闲服上也印着品牌的名字，这就把我们变成(turn…into)了“移动广告” 。

(2)With so many messages from advertisers filling our daily lives, it is important to understand how advertisements work.

我们的日常生活中充满了众多的广告(来自广告商(advertisers)的)信息，

可见了解广告如何发挥作用是很重要的事情，这样我们才有可能避免被广告左右。

Para 2. (1)Adverts are not only made and paid for by business, but also by individuals, organizations and associations that wish to inform or educate the public.广告不仅可由商家付费制作，也可由想要向公众传达或教育公众的个人、组织或协会来出资制作。

Para 3

(1)Their money would be wasted if the message didn't reach its target audience, in other words the people the advertisement intends to persuade. 如果信息没有传达给它的目标群体, 也就是广告意图说服的人群的话, 那么他们的钱就白花了。

(2)For example, adolescent boys are more likely to buy computer games than any other group, so it makes sense to make computer game ads that appeal to this group. 举例说,进入青春期的男孩子就比任何其他人群购买电脑游戏的可能性更大, 因此, 制作吸引这个群体的电脑游戏的广告才是有意义的。

(3)Having identified the target group, researchers find out as much as possible about those in the target group, such as their likes and dislikes, and how the product would fit into their lives. 广告商必须付费给展示其广告的媒体.明确了广告的目标群体后, 研究人员就会尽量收集这个群体的有关信息, 例如他们的好恶，以及如何使产品适应(fit into)他们的生活。

(4)This information then forms the basis for decisions about what type of advertising techniques to use with this group.于是这个信息就构成了针对这部分人采用何种广告技巧的决策基础。

Para 4

(1)In order to persuade people to do something, advertisements often appeal to our hopes and dreams or our emotions. 为了说服人们采取某种行动, 广告常常要迎合我们的希望、梦想或情感。

(2) The colours and the flames also suggest excitement. The message it is sending is: "Buy our shoes and you'll live an exciting life in the 'fast lane'." (广告的)颜色和其中的火焰也使人感到兴奋。它所传递的信息是: “购买我们的运动鞋你就能在快车道(lane)过上令人兴奋的生活。”

Para 5

(1)

Ads that feature rich and famous people will grab the attention of those who admire people like that. 而以有钱人和名人为特写(feature)的广告则会抓住那些羡慕他们的人的注意力。

(2)

Some adverts, like the environmental protection advertisement below, appeal to our conscience

or our desire to be worthy citizens.还有一些广告就像下边那种有关环境保护的广告,就符合我们的良知(conscience), 或者说迎合了我们想成为有价值的(worthy)公民的愿望。

Para 6

As well as reaching the fight audience with the fight technique, advertisers must also place their ads in the right medium. 正如要用恰当的方式吸引合适的消费者，广告商还得将广告置于恰当的媒体上。

Para 7

(1)As well as worrying about the expense, advertisers must also consider which media are most appropriate for their product and which their target audience is most likely to see or hear. 除担心费用(expense)外，广告商还必须考虑哪种媒体最适合他们的产品以及他们的目标群体最有可能收看或收听哪种媒体。

(2)For this reason, it would be appropriate to use radio to advertise goods and services relating to cars. However, it would be no use advertising products on radio if the ad relies on visual effects. 因为这个缘故，用无线电传递与汽车有关的产品与服务就很合适。但是如果一项产品的广告要依靠视觉效果，那么它在收音机播出就毫无意义了。

Para 8

(1)However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them.

一则广告无论制作得那么好, 如果产品不合适, 也不可能使人信服。

(2)For example, no matter how good an ad for a car stereo system is, people who don't own cars are unlikely to run out and buy one. 举例来说,不管一个汽车的立体声(stereo)系统多么好, 那些没有汽车的人是不可能跑去买它的。

Would really good advertising persuade you to buy products and services you are not interested in or have no use for?是不是有好的广告会说服你去买你并不感兴趣或对你没有用处(have no use for)的商品或服务呢？

Para 9

(1)On the other hand, being constantly exposed to advertisements can help to change our opinions over time. 另一方面，经常处于广告的包围中，我们的想法有可能随着时间的流逝而发生变化。

They believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents.他们认为这些广告(adverts)让人们认真思考他们的驾驶习惯，从而减少交通事故的数量。

KEEPING ADVERTISEDRS HONEST Para 1

(1)Organizations and individuals advertise because they want to persuade people to behave in certain ways, for example to buy a certain brand of rice, stop speeding or see a movie at their cinema. 组织和个人都做广告, 因为他们都想说服别人按某种方式来行事, 例如你买某个牌子的大米, 或者要你停止高速驾车或在他们的电影院里看一场电影。

(2)Unless we have ways to protect ourselves, these dishonest advertisers will tell lies or use methods that may mislead us. 除非我们有办法进行自我保护, 否则这些不老实的广告商就会说谎话, 或者采用误导我们的手段。

Para 2

(1)One way to control advertising is to make laws that prevent advertisers doing the wrong thing. Many countries have laws that forbid ads being shown at inappropriate times or in unsuitable places. 控制广告的办法之一就是制定法律以约束广告商们的不法行为。许多国家制订了法律，禁止在不恰当的时间和不适宜的地点播放广告。

(2) There are also laws in most places that prevent advertisers making false statements about their products or from promoting immoral or harmful behaviour.在许多地方还制定了法律, 以防止广告商为他们的产品说假话,或者宣传(promoting)不道德或有害的行为。

Para 3

(1)Most advertisers are decent and honest, and they are as interested as everyone else in making sure ads are ethical. 多数广告商都是正派(decent)、诚实的。他们和其他人一样也致力于确保广告合乎道德规范(ethical)。

(2)For this reason,most advertisers belong to advertising organizations that not only educate and support their members, but also make rules for everyone in the organization to follow. 为此，多数广告商都是从属于某个广告组织。广告组织不仅对其成员进行教育和支持，而且还制定多种规则让组织中的每个成员都必须遵守。

Para 4

(1)Even though there are laws and advertisers' codes of conduct, some bad ads do get made. 虽然有法律和广告的行为规范，还是有很多糟糕的广告被制作出来了。

(2)A consumer can complain to the organization, giving reasons for their complaint, and if the complaint is correct, the organization can make the company stop using the offending advertisement.消费者可以向这个机构投诉，提出投诉的理由。如果投诉是正确的，该机构可以责令该公司停止使用这种令人不愉快的(offending)广告。

Para 5

(1)When it comes to advertising, consumers need to be educated about techniques used by advertisers so they can judge the claims for themselves and not blindly accept everything that is said in advertisements. 涉及到广告时，消费者需要了解广告商所使用的伎俩。这样他们才能对各种广告主张做出自己的判断，而不致盲目地接受广告中所说的一切。

As we are flooded with advertisements in our modem world, many schools believe it is their duty to educate students about advertising.当今社会上广告泛滥成灾，许多学校认为它们有责任对学生进行有关广告的教育。