II. Listening Skills 1-2-a3-f4-b5-c6-d7-h8-g9-e III. Listening In Task 1: The Influence of Advertising Richard: Dad, I need a pair of new shoes for an important basketball game. My old ones look kind of funny Father: Funny! We just bought those last spring. Theres a lot of life left in them Richard: But look at this ad with Yao Ming. He says these shoes give him extra spring Father: Yao Ming is so tall that he doesnt need extra spring. Anyway, he makes money than I do. and they probably give him millions of dollars to wear those shoes Richard: But if you bought me the shoes, I'd wear them for nothing. And I'd have that extra Father: Do you think Yao Ming reached the top just because of the shoes he wears? Or was it Richard: You mean like hard work, dedication that sort of thing? Father: Exactly. Just focus on your studies and forget the shoes 1. shoes 2. look kind of funny 3. there is still a lot of life left 4 ac 5. give him extra spring 6. as much money need extra spring 8. millions of dollars 9. wearing the shoes 10. wear 12. reach the top 15. hard work and dedication 16. focus/concentrate on his studies 17. forget Task 2: I'll get a camera One day just before closing time, John rushed into a TV store to buy a color TV set with the money he had saved for three months. The friendly shop assistant was waiting for the days last and 100th customer to reach his sales target for his bonus, so he warmly greeted John and showed him the various models on display. He asked John to see how sharp and colorful the imagine on the screen was. At that moment, a new commercial came onto the screen, introducing a popular brand of camera as well as some beautiful pictures it had taken. The camera and pictures attracted John. He suddenly changed his mind and told the shop assistant: "Thank you for the tv commercial. Now I have to hurry to the camera store to get that camera. 1.T2F3.F4.T5F Task 3: Dont even think about it! Dont even think about it! is a phrase commonly used in the United States when a pers emphatically denies or refuse something In 1995, Shaquille O Neal, a popular basketball player, made a Pepsi commercial in which this phrase was used The commercial begins with Shaq playing basketball, and a little kid is watching him. Then the boy cries out the name of this basketball star. Shaq turns to see the kid with a Pepsi n his hand. He walks over to the boy and says, "Hey, can I have it? He bends over, supposing that
II. Listening Skills 1-i 2-a 3-f 4-b 5-c 6-d 7-h 8-g 9-e III. Listening In Task 1: The Influence of Advertising Richard: Dad, I need a pair of new shoes for an important basketball game. My old ones look kind of funny. Father: Funny! We just bought those last spring. There’s a lot of life left in them. Richard: But look at this ad with Yao Ming. He says these shoes give him extra spring. Father: Yao Ming is so tall that he doesn’t need extra spring. Anyway, he makes money than I do. And they probably give him millions of dollars to wear those shoes. Richard: But if you bought me the shoes, I’d wear them for nothing. And I’d have that extra spring. Father: Do you think Yao Ming reached the top just because of the shoes he wears? Or was it something else? Richard: You mean like hard work, dedication, that sort of thing? Father: Exactly. Just focus on your studies and forget the shoes. 1. shoes 2. look kind of funny 3. there is still a lot of life left 4. ad 5. give him extra spring 6.as much money 7. need extra spring 8. millions of dollars 9.wearing the shoes 10. wear 11. for nothing 12. reach the top 13. because of 14. something lese 15. hard work and dedication 16. focus/concentrate on his studies 17. forget Task 2: I’ll get a camera. One day just before closing time, John rushed into a TV store to buy a color TV set with the money he had saved for three months. The friendly shop assistant was waiting for the day’s last and 100th customer to reach his sales target for his bonus, so he warmly greeted John and showed him the various models on display. He asked John to see how sharp and colorful the imagine on the screen was. At that moment, a new commercial came onto the screen, introducing a popular brand of camera as well as some beautiful pictures it had taken. The camera and pictures attracted John. He suddenly changed his mind and told the shop assistant: “Thank you for the TV commercial. Now I have to hurry to the camera store to get that camera.” 1.T 2.F 3.F 4.T 5.F Task 3: Don’t even think about it! “Don’t even think about it!” is a phrase commonly used in the United States when a person emphatically denies or refuse something. In 1995, Shaquille O’ Neal, a popular basketball player, made a Pepsi commercial in which this phrase was used. The commercial begins with Shaq playing basketball, and a little kid is watching him. Then the boy cries out the name of this basketball star. Shaq turns to see the kid with a Pepsi n his hand. He walks over to the boy and says, “Hey, can I have it?” He bends over, supposing that
his admirer will give him the Pepsi. But then the kid says, " Don't even think about it! " This commercial was rather popular, and it had been shown on TV for about three years. The commercial seems to have a more dramatic effect than that produced by the Coca-Cola company in the 1970s. In the Coke ad a young boy meets football star "Mean "Joe Green as he is leaving the field a game. The boy gives his hero a bottle of Coke, and in exchange for the drink, the football player throws to the boy, who excitedly catches the souvenir The phrase"Dont even think about it! is used on many other occasions. Visitors to New York City are often amused to see a road sign with these words: " Don't even think about parking here This road sign means that people are strictly prohibited from parking there 1.A 2.D 3.B 4.C 5.C IV Speaking or Model l who pays? Laura: Hey! Bob: Hey! Look, this is a cool TV commercial. "Things go better with Coke Laura: I think the Pepsi commercial is iust as attractive: The choice of a new generation ob: Yeah, but the Laura: Thats quite true. They both spend piles of money to increase their market shares, but Bob: I'm afraid the extra costs of advertising will be passed on to the consumers. Laura: I hear that the advertising produces a good image of a product, and that leads to consumer brand loyalty. Bob: What do you mean by consumer brand loyalty? Laura: It means consumers are loval to a certain product and keep buying it. Also, they're willing to pay more Bob: It seems contradictory. In other words, more sales mean lower production costs. but more advertising means higher costs to the consumer in the end the winner is of course the Laura: That's true Now Your turn A: Look, Make yourself heard! The Ericssons TV commercial is so cool B: I think the Nokia's commercial is just as fascinating: Connecting People A: I'm afraid consumers will have to pay for the advertising hear that the advertisements create as a favorable on mage of a product and that leads to consumer brand loyalty. A: Could you explain"consumer brand loyalty"? B: I mean consumers identify with the product and keep buying it. Sometimes they're even willing to pay more A: It is contradictory that increases sales lead to a lower production cost per unit, but more advertising results in greater costs for consumers. The winner is al ways the company B: I
his admirer will give him the Pepsi. But then the kid says, “Don’t even think about it!” This commercial was rather popular, and it had been shown on TV for about three years. The commercial seems to have a more dramatic effect than that produced by the Coca-Cola company in the 1970s. In the Coke ad a young boy meets football star “Mean” Joe Green as he is leaving the field a game. The boy gives his hero a bottle of Coke, and in exchange for the drink, the football player throws to the boy, who excitedly catches the souvenir. The phrase “Don’t even think about it!” is used on many other occasions. Visitors to New York City are often amused to see a road sign with these words: “Don’t even think about parking here.” This road sign means that people are strictly prohibited from parking there. 1. A 2.D 3.B 4.C 5.C IV. Speaking Out Model 1 Who pays? Laura: Hey! Bob: Hey! Look, this is a cool TV commercial. “Things go better with Coke!” Laura: I think the Pepsi commercial is just as attractive: “The choice of a new generation!” Bob: Yeah, but the competitors are just canceling out each other’s efforts. Laura: That’s quite true. They both spend piles of money to increase their market shares, but neither gains. Bob: I’m afraid the extra costs of advertising will be passed on to the consumers. Laura: I hear that the advertising produces a good image of a product, and that leads to consumer brand loyalty. Bob: What do you mean by consumer brand loyalty? Laura: It means consumers are loyal to a certain product and keep buying it. Also, they’re willing to pay more. Bob: It seems contradictory. In other words, more sales mean lower production costs, but more advertising means higher costs to the consumer. In the end the winner is of course the company. Laura: That’s true! Now Your Turn A: Look, “Make yourself heard!” The Ericsson’s TV commercial is so cool. B: I think the Nokia’s commercial is just as fascinating: “Connecting People.” A: I’m afraid consumers will have to pay for the advertising. B: I hear that the advertisements create as a favorable on\mage of a product, and that leads to consumer brand loyalty. A: Could you explain “consumer brand loyalty”? B: I mean consumers identify with the product and keep buying it. Sometimes they’re even willing to pay more. A: It is contradictory that increases sales lead to a lower production cost per unit, but more advertising results in greater costs for consumers. The winner is always the company. B: I agree
Model 2 Beware of ads Peter: Mind if i switch channels? Those tv commercials are killing me Jane: How can you say that? Watch: "Take Toshiba, take the world Fantastic! There's a product Peter: If I were you, I wouldn't trust those commercials Jane: Now, look at this McDonalds commercials! Arent those little kids cute? Oh, and there's such a warm family feeling Peter: Just how an advertising agency wants you to see McDonalds. you're the target audience When they make TV commercials, they use scientific methods to learn what you'll like and Jane: Are you telling me those darling little children biting into Big Macs are part of a scientific project to get me into McDonalds 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 lif Now Your turn A Shall we switch to another channel?I dont 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 dont 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 fr 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 dont 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
Model 2 Beware of ads! Peter: Mind if I switch channels? Those TV commercials are killing me. Jane: How can you say that? Watch: “Take Toshiba, take the world.” Fantastic! There’s a product you can depend on. A powerful product. Peter: If I were you, I wouldn’t trust those commercials. Jane: Now, look at this McDonald’s commercials! Aren’t those little kids cute? Oh, and there’s such a warm family feeling. Peter: Just how an advertising agency wants you to see McDonald’s. you’re the target audience. 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 didnt 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 woul d 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 dvertisements 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 Reasons/Purposes A firm dvertised for a friendly discrimination unfriendly peop Was asked to change the Travelco requested for a friendly to provide food for its staff/employees The Job center told the travelco managing director to remove the word The managing director said was told not to use that It was natural to specify the ord thought it was ridiculous kind of people they wanted center thought they had been a The center had decided that certain words
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 Reasons/Purposes A firm advertised for a friendly employee; Was asked to change the wording discrimination against unfriendly people Travelco requested for a friendly employee to provide food for its staff/employees The Job Center told the Travelco managing director to remove the word “friendly” The managing director said was told not to use that word; thought it was ridiculous It was natural to specify the kind of people they wanted added that the people at the center thought they had been a little over the top The center had decided that certain words
were not allowed; e.g. An official said they had guidelines of not no discrimination using added that they should leave to make the final decision the dispute to the local iudges maybe a member of their staff in cutting words had been over-enthusias VI. Furthering Listening and Speaking Task 1: Banning Cigarette Ads Nancy: Hey, Robert, what do you think about cigarette ads? Robert: Theyre 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 couldnt agree more 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 hake your dream home a reality
were not allowed; e.g. motivated, enthusiastic An official said they had guidelines of not using personality characteristics no discrimination added that they should leave the dispute to the local judges to make the final decision maybe a member of their staff had been over-enthusiastic in cutting words 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.F2F3.T4.F5.T Task 3: An Introduction to Advertising Advertising has become increasingly specialized in modern times. In todays 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 al ways 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 dvertisements 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.A2C3.B4D5.D Speak Influence of a High -Profile star Jill: Hey, isnt 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
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