西安建筑科技大学：《大学英语》课程教学资源（大学体验英语综合教程，教案，第二册）Unit 3 Advertising.doc_大学文库

Unit3 Advertising Listen and talk Directions: Listen to the following paragraphs and decide which picture is described in detail The photos are all related to Advertising. Describe them to your th the help of the foll I. What are the pros and cons of advertising?2. How does advertising influence you in your purchase decisions?3. What is your opinion about the functions of public service advertisements? Read and Explore Passage a The Victim ▲Lead- in Questions 1. What are the pros and cons of advertising? 2. How does advertising influence you in your purchase decisions? 3. What our opinion about the functions of public service advertisements? Related information 1 Abercrombie Abercrombie is a name brand of abercrombie Fitch which began In 1892 under the name David T. Abercrombie Co., a small waterfront shop and factory in downtown New York City owned by David Abercrombie dedicated to selling only the highest-quality camping fishing and hunting gear. abercrombie& Fitch outfitted many great hunting and exploration expeditions, like Theodore Roosevelts trips to africa and the Amazon and Robert Peary s expedition to the North Pole. Ernest Hemingway bought his guns there. Presidents Hoover and Eisenhower relied on A&F for the best fishing equipment. Nowadays the Company's principal activities are to operate retail stores that sells casual apparel personal care and other accessories for men, women and kids. It thrives as a publicly held company. a powerful lifestyle brand, business thriving at abercrombie Fitch with hundreds of stores 2 Guess Guess is a name brand of Guess, Inc, which was founded by The Marciano brothers who were raised in the south of france, a region that cultivated a passionate understanding of french design and the essence of style. They combining a love of the American West with a European sensibility. Today, Guess is one of the most widely recognized brands in the world. Known for quality, trend-setting style, and marketing creativity, the company designs and markets a leading lifestyle collection of casual apparel and accessories for women, men, children

Unit 3 Advertising Listen and Talk Directions: Listen to the following paragraphs and decide which picture is described in detail. The photos are all related to Advertising. Describe them to your classmates with the help of the following question. 1.What are the pros and cons of advertising?2.How does advertising influence you in your purchase decisions?3.What is your opinion about the functions of public service advertisements? Read and Explore Passage A The Victim ▲Lead-in Questions 1. What are the pros and cons of advertising? 2. How does advertising influence you in your purchase decisions? 3. What is your opinion about the functions of public service advertisements? Related Information 1 Abercrombie Abercrombie is a name brand of Abercrombie & Fitch, which began In 1892 under the name David T. Abercrombie Co., a small waterfront shop and factory in downtown New York City owned by David Abercrombie dedicated to selling only the highest-quality camping, fishing and hunting gear. Abercrombie & Fitch outfitted many great hunting and exploration expeditions, like Theodore Roosevelt's trips to Africa and the Amazon and Robert Peary's expedition to the North Pole. Ernest Hemingway bought his guns there. Presidents Hoover and Eisenhower relied on A&F for the best fishing equipment. Nowadays the Company's principal activities are to operate retail stores that sells casual apparel, personal care and other accessories for men, women and kids. It thrives as a publicly held company. A powerful lifestyle brand, business is thriving at Abercrombie & Fitch with hundreds of stores. 2 Guess Guess is a name brand of Guess, Inc., which was founded by The Marciano brothers who were raised in the south of France, a region that cultivated a passionate understanding of French design and the essence of style. They combining a love of the American West with a European sensibility. Today, Guess is one of the most widely recognized brands in the world. Known for quality, trend-setting style, and marketing creativity, the company designs and markets a leading lifestyle collection of casual apparel and accessories for women, men, children

and babies. 3 J Crew J Crew is a name brand of J. Crew Group. It sells classic-styled jeans, khakis, and other basic (but pricey) items to young professionals through its catalogs, Web site, and in about 175 retail and factory outlets in the US. It also has about 60 outlets in Japan through a joint venture with Itochu. Women's apparel represents 75% of sales. The company has sold off its two non-J.Crew catalogs and now its sales come entirely from J. Crew-brand items. 4 Ralph Lauren Polo Ralph Lauren is one of the world's best-known brands. Boasting names such as Polo, Lauren, Chaps, and Club Monaco, the company designs and markets apparel, accessories, fragrances, and home furnishings. Polo doesn't actually make any products itself; instead, it oversees the work of many licensees as well as more than 300 contract manufacturers in Asia and the US. Its largest licensing partners include Jones Apparel Group (sportswear), Seibu Department Stores (Japanese distribution), and WestPoint Stevens (bedding). The firm operates about 170 Polo stores and outlets in the US and licenses more than 100 others worldwide. Words and Expressions 1. fashion: the way of dressing or behaving that is considered the best at a certain time Example: • Fashions have changed since I was a girl. • Fashions for men's clothes change less frequently than fashions for women's clothes. 2. brand: a class of goods which is the product of a particular firm of producer Example: •What is your favorite brand of soap? • There are two brands of the article on the market. 3. victim: person, animal, etc. suffering injury, pain, loss, etc. as result of other people's actions, or of illness, bad luck, etc. Example: • He was the victim of ill-treatment as a child. • Many thousands of animals have been victims of this strange new disease. 4. dress up: make (something, or oneself) more attractive, esp. with clothing Example: • They dressed up for the occasion. • Are you going to dress up for the party, or is it informal?

advertising, now not only to stay in fashion but more so to find our own style. (para. 4)Yet my friends and I still pay attention to advertising not only to follow the fashions, but more to find our own personal style. 我和朋友们依然关注广告,不过现在不只是为了紧跟时尚,更想找到自己的风格 5. Advertising feeds off human insecurities and make us want to be like these beautiful people. Advertising makes people insecure about who they are and need expensiv clothes to make them look good. 广告利用人类的不甘人后的心理,怂恿我们去学这些俊男美女 6. Advertisers show us people around us, yet they choose only a certain look.(para. 5) Advertising makes people insecure about who and need expensive clothes to make them look good 广告给我们看到的是我们身边的人,但他们只选择特定的类型。 7. Is it the victim s fault for believing, or the fault of society for allowing advertisers to do so? (para. 6) Is it the buyers fault for believing the advertising, or society's fault for allowing ads to make us buy things we don' t need? 怪人们相信广告吗?还是该怪社会纵容广告误导人? Understanding the Text 1. Why do the authors friends call her a shop-a-holic? They do so because she likes shopping and keeps a lot of name-brand items in her room 2. When does the author realize that she is a victim of advertising? She realizes that she is a victim of advertising when she learns more about marketing. 3. Why is clothing very important to high school girls and not that important to college students? Because high school girls are defined and identified by their clothing but college students are defined by their personality rather than by their clothing. 4. Advertisers portray beautiful models in advertising. Why do they do that? They use those beautiful models to pass this message to us: if we want to be popular, loved, and attractive, we should follow these models 5. Do you think there is a way for us to avoid being the target of advertising? Open Summary of the Text he author once was a compulsive shopper and might even be addicted to shopping She tended to buy more clothes than she needed, and often looked for famous brands, and even discounts. Later in her life. when she became a marketing student, this helped her understand how much her

advertising, now not only to stay in fashion but more so to find our own style. (para. 4)Yet my friends and I still pay attention to advertising, not only to follow the fashions, but more to find our own personal style.. 我和朋友们依然关注广告，不过现在不只是为了紧跟时尚，更想找到自己的风格。 5. Advertising feeds off human insecurities and make us want to be like these beautiful people. Advertising makes people insecure about who they are and need expensive clothes to make them look good. 广告利用人类的不甘人后的心理，怂恿我们去学这些俊男美女。 6. Advertisers show us people around us, yet they choose only a certain look.(para. 5) Advertising makes people insecure about who they are and need expensive clothes to make them look good. 广告给我们看到的是我们身边的人，但他们只选择特定的类型。 7. Is it the victim's fault for believing, or the fault of society for allowing advertisers to do so? (para. 6) Is it the buyer's fault for believing the advertising, or society's fault for allowing ads to make us buy things we don't need? 怪人们相信广告吗？还是该怪社会纵容广告误导人？ Understanding the Text 1. Why do the author's friends call her a shop-a-holic? They do so because she likes shopping and keeps a lot of name-brand items in her room. 2. When does the author realize that she is a victim of advertising? She realizes that she is a victim of advertising when she learns more about marketing. 3. Why is clothing very important to high school girls and not that important to college students? Because high school girls are defined and identified by their clothing, but college students are defined by their personality rather than by their clothing. 4. Advertisers portray beautiful models in advertising. Why do they do that? They use those beautiful models to pass this message to us: if we want to be popular, loved, and attractive, we should follow these models. 5. Do you think there is a way for us to avoid being the target of advertising? Open. Summary of the Text The author once was a compulsive shopper, and might even be addicted to shopping. She tended to buy more clothes than she needed, and often looked for famous brands, and even discounts. Later in her life, when she became a marketing student, this helped her understand how much her

shopping was influenced by advertising. This influence began to be felt n middle school when she became concerned about her appearance. As an adult she was more aware of her motives while shopping, but was still influenced by advertising, conscious, or subconsciously. The conclusion drawn by the author is: nobody can escape the influence of advertising. Advertising uses our weaknesses and insecurities against us, and makes us want to be more attractive, popular or loveable. It makes us uncomfortable with who we are, and makes us want to be like the models in the ads. Thus we may buy things that we think are new, cool, or hot b The Ad Council at a glance ▲Lead- in Questions 1. Have you ever benefited from pubic service advertisements? 2. Can you mention one or two slogans from public service advertisements? 3. Do you think public service campaigns necessary? Explain. Related Information 1 Ad Council The Ad Council is a private, non-profit organization that produces, distributes and promotes thousands of public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well being, environmental preservation and strengthening families. From earliest efforts including Loose lips sink Ships to the more recent I am an American, Ad Council PSAs have been raising awareness, inspiring action and saving lives for 2 Smokey Bear Forest Fire Prevention This smokey Bears Campaign is an effort to help educate people about the importance of preventing accidental, human-caused wildfires and their effects upon life, property, and natural resources. The focus of the visit was on promoting wildfire prevention, and Smokey Bear as a teacher, as a friend, and as the guardian of our land. 3 United Negro College Fund UNCF' s mission is to enhance the quality of education by providing financial assistance to deserving students, raising operating funds for member colleges and universities, and ncreasing access to technology for students and faculty at historically black colleges and universities(HBCUs. Since its inception in 1944, UNCF has grown to become the nations oldest and most successful African American education assistance organization. Friends don' t let friends drive drunk This campaign features real photographs and stories of individual who lost their lives because of alcohol-impaired drivers. By creating the

shopping was influenced by advertising. This influence began to be felt in middle school when she became concerned about her appearance. As an adult she was more aware of her motives while shopping, but was still influenced by advertising, consciously or subconsciously. The conclusion drawn by the author is: nobody can escape the influence of advertising. Advertising uses our weaknesses and insecurities against us, and makes us want to be more attractive, popular, or loveable. It makes us uncomfortable with who we are, and makes us want to be like the models in the ads. Thus we may buy things that we think are "new, cool, or hot." Passage B The Ad Council at a Glance ▲Lead-in Questions 1. Have you ever benefited from pubic service advertisements? 2. Can you mention one or two slogans from public service advertisements? 3. Do you think public service campaigns necessary? Explain. Related Information 1 Ad Council The Ad Council is a private, non-profit organization that produces, distributes and promotes thousands of public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well being, environmental preservation and strengthening families. From earliest efforts including "Loose Lips Sink Ships" to the more recent "I am an American," Ad Council PSAs have been raising awareness, inspiring action and saving lives for 60 years. 2 Smokey Bear Forest Fire Prevention This Smokey Bear's Campaign is an effort to help educate people about the importance of preventing accidental, human-caused wildfires and their effects upon life, property, and natural resources. The focus of the visit was on promoting wildfire prevention, and Smokey Bear as a teacher, as a friend, and as the guardian of our land. 3 United Negro College Fund UNCF’s mission is to enhance the quality of education by providing financial assistance to deserving students, raising operating funds for member colleges and universities, and increasing access to technology for students and faculty at historically black colleges and universities (HBCUs). Since its inception in 1944, UNCF has grown to become the nation's oldest and most successful African American education assistance organization. Friends Don’t Let Friends Drive Drunk This campaign features real photographs and stories of individuals who lost their lives because of alcohol-impaired drivers. By creating the

Friends Dont Let Friends Drive Drunk campaign, the U. S. Department of Transportation and the Ad Council launched an effort that would change the way americans think about drinking and driving. Eighty-four percent of Americans recall having seen or heard a Friends Dont Let Friends Drive Drunk public service announcement. Nearly 80 percent report they took action to prevent a friend or loved one from driving drunk, and 25 percent report they stopped drinking and driving as a result of the campaign. Crash test dummies Vince and Larry were developed by the National Ad Council and National Highway Traffic Safety Administration (NHTSA)and the United States Department of Transportation. They are two NHTSA crash test dummies who came alive to tell everyone about safety belts and what happens when you don' t wear safety belts. Vince and Larry are seen on tv in creative PSAs and are also heard on the radio. Most people recognize them; in fact many people can repeat ads vocally without making mistakes. War Bonds On May 1, 1941, the first Series e u.s. Savings bond was sold to President Franklin D. Roosevelt by Secretary of the Treasury Henry Morgenthau. On January 3, 1946, the last proceeds from the Victory Bond campaign were deposited to the treasury. The War Finance Committees, in charge of the loan drives, sold a total of $185. 7 billion of securities. This incredible mass selling achievement (for helping to finance the war) has not been matched, before or since. by the end of World War Il, over 85 million Americans had invested in War Bonds, a number unmatched by any other country. The world was at war. Resources of all kinds were being diverted to support national war efforts. Countries asked their citizens to help in every way that they could. People dutifully funded the war by purchasing bonds, they conserved raw materials, they recycled they rallied behind the troops, they he lped their neighbors, they gave their lives, and they planted Gardens for Victory. Victory Gardens ame in every shape and size. Governments and corporations promoted this call for self-reliance. People in rural and urban areas worked the soil to raise food for their families, friends, and neighbors. Victory gardening enabled more supplies to be shipped to our troops around the wor 8 Loose Lips sink Ships Concerns about national security intensify during wartime With German and Japanese submarines patrolling off U. S. coasts, great emphasis was placed on educating servicemen and civilians about the need for secrecy concerning military matters, especially troop movements. Central to maintaining national security was the office of War Informations drive to limit talk about the war in both the public and private arenas of American life. Silence meant security. The graphic designs of this loose talk on the home front posters were usually strong and eye catching usin

Friends Don't Let Friends Drive Drunk campaign, the U.S. Department of Transportation and the Ad Council launched an effort that would change the way Americans think about drinking and driving. Eighty-four percent of Americans recall having seen or heard a Friends Don't Let Friends Drive Drunk public service announcement. Nearly 80 percent report they took action to prevent a friend or loved one from driving drunk, and 25 percent report they stopped drinking and driving as a result of the campaign. Crash Test Dummies Vince and Larry were developed by the National Ad Council and National Highway Traffic Safety Administration (NHTSA) and the United States Department of Transportation. They are two NHTSA crash test dummies who came alive to tell everyone about safety belts and what happens when you don’t wear safety belts. Vince and Larry are seen on TV in creative PSAs and are also heard on the radio. Most people recognize them; in fact many people can repeat ads vocally without making mistakes. War Bonds On May 1, 1941, the first Series E U.S. Savings Bond was sold to President Franklin D. Roosevelt by Secretary of the Treasury Henry Morgenthau. On January 3, 1946, the last proceeds from the Victory Bond campaign were deposited to the Treasury. The War Finance Committees, in charge of the loan drives, sold a total of $185.7 billion of securities. This incredible mass selling achievement (for helping to finance the war) has not been matched, before or since. By the end of World War II, over 85 million Americans had invested in War Bonds, a number unmatched by any other country. Victory Gardens The world was at war. Resources of all kinds were being diverted to support national war efforts. Countries asked their citizens to help in every way that they could. People dutifully funded the war by purchasing bonds, they conserved raw materials, they recycled, they rallied behind the troops, they helped their neighbors, they gave their lives, and they planted "Gardens for Victory". Victory Gardens came in every shape and size. Governments and corporations promoted this call for self-reliance. People in rural and urban areas worked the soil to raise food for their families, friends, and neighbors. Victory gardening enabled more supplies to be shipped to our troops around the world. 8 Loose Lips Sink Ships Concerns about national security intensify during wartime. With German and Japanese submarines patrolling off U.S. coasts, great emphasis was placed on educating servicemen and civilians about the need for secrecy concerning military matters, especially troop movements. Central to maintaining national security was the Office of War Information's drive to limit talk about the war in both the public and private arenas of American life. Silence meant security. The graphic designs of this "loose talk" on the home front posters were usually strong and eye catching using

bright colors for impact. In no other series of WWii posters was the potential for loss of human life portrayed as such a recurring theme Rosie the riveter Following the United States entry into World War II in 1941 millions of American women answered the governments call to enter the work force and fill traditionally male jobs left vacant by those who had gone off to fight. Above all, women's labor was urgently needed to help fill shortages created by the expanded wartime economy, especially in the production of military hardware. These women who wore hard-hats and overalls and operated heavy machinery represented a radical departure from the traditional american feminine ideal of housewife and mother. In 1942, a popular song about a patriotic female defense worker called rosie the Riveter provided the name that became synonymous with this new kind f american w Acquired Immunodeficiency Syndrome(AIDS), human viral disease that ravages the immune system, undermining the body' s ability to defend itself from infection and disease. Caused by the human immunodeficiency virus(HIv), AIDS leaves an infected person vulnerable to opportunistic infections. Such infections are harmless in heal thy people, but in those whose immune systems have been greatly weakened, they can prove fatal Although there is no cure for AIDS, new drugs are available that can prolong the life spans and improve the quality of life of infected people. Nielsen/NetRatings Rankings marketed globally under one brand, the Nielsen//NetRatings services are provided via a partnership between NetRatings, Nielsen media Research and ACNielsen. The services include the Nielsen//Netratings Internet audience measurement service, AdRelevance, the leading online ad measurement service, and @plan, the leading target-marketing platform for Internet media planning, buying and selling. Companies around the world-advertising agencies, consumer packaged goods, technology firms. media companies and financial services-rely on media and market researc from Nielsen//NetRatings to make business-critical decisions Words and expressions encourage in (someone) the ability to act Example We need a new captain - someone who can inspire the team Success inspires us for fresh efforts 2. testify: bear witness, serve as proof Exampl The teacher testified to the pupils ability and willingness to work hard

bright colors for impact. In no other series of WWII posters was the potential for loss of human life portrayed as such a recurring theme. Rosie the Riveter Following the United States' entry into World War II in 1941, millions of American women answered the government's call to enter the work force and fill traditionally male jobs left vacant by those who had gone off to fight. Above all, women's labor was urgently needed to help fill shortages created by the expanded wartime economy, especially in the production of military hardware. These women who wore hard-hats and overalls and operated heavy machinery represented a radical departure from the traditional American feminine ideal of housewife and mother. In 1942, a popular song about a patriotic female defense worker called Rosie the Riveter provided the name that became synonymous with this new kind of American woman. Aids Acquired Immunodeficiency Syndrome (AIDS), human viral disease that ravages the immune system, undermining the body’s ability to defend itself from infection and disease. Caused by the human immunodeficiency virus (HIV), AIDS leaves an infected person vulnerable to opportunistic infections. Such infections are harmless in healthy people, but in those whose immune systems have been greatly weakened, they can prove fatal. Although there is no cure for AIDS, new drugs are available that can prolong the life spans and improve the quality of life of infected people. Nielsen/NetRatings Rankings Marketed globally under one brand, the Nielsen//NetRatings services are provided via a partnership between NetRatings, Nielsen Media Research and ACNielsen. The services include the Nielsen//NetRatings Internet audience measurement service, AdRelevance, the leading online ad measurement service, and @plan, the leading target-marketing platform for Internet media planning, buying and selling. Companies around the world-advertising agencies, consumer packaged goods, technology firms, media companies and financial services-rely on media and market research from Nielsen//NetRatings to make business-critical decisions. Words and Expressions 1. inspire: encourage in (someone) the ability to act Example: • We need a new captain - someone who can inspire the team. • Success inspires us for fresh efforts. 2. testify: bear witness, serve as proof Example: • The teacher testified to the pupil's ability and willingness to work hard

She went nearly mad with grief after the child died. No one could console them in their grief. 12. decline: continue to become smaller, weaker, lower Example Prices on the stock market declined Unemployment declined to 3. 2 percent 13. inform: tell: give information to Example He informed me of his arrival I informed him (about) where to go N otes to e lex 1. Our slogans and characters are more than memorable they raise awareness, inspire individuals to take action, and save lives. (para. 1) Our slogans and characters are not just easy to remember, they also greatl influence people's attitudes and actions, and they save lives 我们创作的口号和形象不只是令人难忘,而且能引起广泛关注,激励人们采取行动,挽救无数的生命 2. The War Advertising Council, a private, non-profit organization, was founded to rally support for World War II-related efforts. (para. 6) The War Advertising Council, which did was not work established by for either the government or for profit business, was founded aimed to encourage people to help support World War IL. 战时广告委员会是一个私人建立的非盈利性机构,成立的初衷是为与二战有关的活动募集资助。 3. The Ad Council s mission is to identify a select number of significant public issues and stimulate action on those issues through communications programs that make a measurable difference in our society. (para. 7) The Ad Councils main goal is to choose decide on a few of vital well-chosen important public issues and get encourage people to do something useful about them that helps to improve the society through effective communications programs. 广告委员会的使命是精心挑选出若干重大社会问题,通过传播方案,激励人们采取相应的行动,在一定程度上改变社会现状 4. The Ad Council reached out to the federal government as well as important national non-profits with an offer to create and also distribute their crisis-related messages to media outlets nationwide. (para. 10) The Ad Council appealed to the american government and the major national non-profit organizations for producing and distributing messages about the 9-ll disaster to various media outlets throughout the country

• She went nearly mad with grief after the child died. • No one could console them in their grief. 12. decline: continue to become smaller, weaker, lower Example: • Prices on the stock market declined. •• Unemployment declined to 3.2 percent. 13. inform: tell; give information to Example: • He informed me of his arrival. • I informed him (about) where to go. Notes to the Text 1. Our slogans and characters are more than memorable - they raise awareness, inspire individuals to take action, and save lives. (para. 1) Our slogans and characters are not just easy to remember, they also greatly influence people's attitudes and actions, and they save lives. 我们创作的口号和形象不只是令人难忘，而且能引起广泛关注，激励人们采取行动，挽救无数的生命。 2. The War Advertising Council, a private, non-profit organization, was founded to rally support for World War II-related efforts. (para.6) The War Advertising Council, which did was not work established by for either the government or for profit business, was founded aimed to encourage people to help support World War II. 战时广告委员会是一个私人建立的非盈利性机构，成立的初衷是为与二战有关的活动募集资助。 3. The Ad Council's mission is to identify a select number of significant public issues and stimulate action on those issues through communications programs that make a measurable difference in our society. (para. 7) The Ad Council's main goal is to choose decide on a few of vital well-chosen important public issues and get encourage people to do something useful about them that helps to improve the society through effective communications programs. 广告委员会的使命是精心挑选出若干重大社会问题，通过传播方案，激励人们采取相应的行动，在一定程度上改变社会现状。 4. The Ad Council reached out to the federal government as well as important national non-profits with an offer to create and also distribute their crisis-related messages to media outlets nationwide. (para. 10) The Ad Council appealed to the American government and the major national non-profit organizations for producing and distributing messages about the 9-11 disaster to various media outlets throughout the country