【答案】 A.
In the five short advertisements, sofa beds, a women’s magazine, a car buyer’s magazine, a kind of soap and a radio programme on music are advertised. B. 1) a) 2) c) 3) b) 4) d) 5) c) C. 1) T 2) F 3) F 【原文】
1) At Simply Sofabeds at Notting Hill Gate we're lowering our prices—for Christmas. Masses of sofa beds for immediate delivery. We're open six days a week, with viewing on Sunday. So celebrate Christmas early this year with a Simply Sofabeds sofa bed at a price that's right. Simply Sofabeds!
2) Could there really be a woman's magazine that's different? Yes. It's called Prima. It's packed with news, opinion, fashion and once again there's a free giant pull-out section with clothes to make, crafts to create, beautiful sweaters to knit. Get your second, value-packed issue of Prima! 3) Car Buyer magazine. Every Thursday. It gives you a choice of more new and used cars than all of your local papers put together—and for less. Car Buyer for car buyers. At your newsagent's （报刊经销商）now.
4) Girls! Sensitive skin really does need more sensitive care. And I take special care of my sensitive skin with Cuticura soap. Because Cuticura soap contains a medicated （含有药物的）ingredient which cleans your skin without leaving it dry or tight. Cuticura medicated soap. From chemists everywhere.
5) Hello. This is Bob Harris inviting you to join me this Friday and every Friday evening for the LBC \"Pop Review\". I play the best of the recent releases, review the British and the American charts（排行榜）, play classic music by the big stars and new tracks （新曲）by the names of tomorrow. So it's a real mix of different styles and I'm sure you'll love the music. I'd certainly love to have your company. This Friday evening at half past nine. Right here on LBC.
Task 2
【答案】 A. You may do one of these things when sunbathing: Effects 1. You don’t use any suntan oil. of Bergasol 2. You use an ordinary suntan oil. 3. You use Bergasol. Different results of different acts: 1. You skin may burn terribly if the sunshine is stronger than you’re used to. 2. Your skin may not get burned, but you won’t get a good tan, either. 3. Your skin is protected while it gets a tan quickly. How does Bergasol work? The oil in Bergasol fruit activities cells in the skin that produce melanin, the element that gives the skin the natural dark color. Price of More expensive than ordinary suntan oil Bergasol Reason: The special formulations in Bergasol isn’t cheap to prepare. B. 1) b) 2) b) 【原文】
When you stretch out in the sun you can do one of these three things.
You can use no suntan oil（防晒油）. You can use an ordinary suntan oil. Or you can use Bergasol.
If you don't use any suntan oil at all when you're in the sun that is stronger than you're used to, you will bum surprisingly quickly.
If you use an ordinary suntan oil you will protect your skin to a lesser or greater degree. How much depends on the \"protection-factor number\" on the bottle. Some of these oils block out so many of the sun's rays you can stay in the sun all day without burning—but you won't go very brown, either.
Bergasol will protect your skin like an ordinary suntan oil. But Bergasol oil also has a tan accelerator which comes from the oil of the bergamot fruit.（佛手油）
It speeds up the rate at which the sun activates the skin cells that produce melanin.（黑色素） And it is melanin which gives the skin its brown color.
So when you use Bergasol suntan oil you go brown faster, and as the days pass the difference will become more and more obvious.
Unfortunately this special formula isn't cheap. So Bergasol is rather more expensive than ordinary suntan oil.
However the price looks more attractive as you do.
Task 3
【答案】
A.1) b) 2) c) 3) a) 4) a) 5) d) B.1) F 2) T 3) F 【原文】
The insane laughter faded away behind me. To one side of the clearing sat a deserted house, as derelict and forgotten as the people who once lived there.
The door opened, and I was in the front room, a room so dark I felt I could reach out and run my fingers through its inky（漆黑的） stillness.
From outside the window came the sounds of the night. Owls. Crickets. And from across the room., drip, drip, drip.
My eyes, adjusting to the light, made out what appeared to be a coat hanging from a hat rack, but as the haze dissolved I saw that from the neck of the coat stared the lifeless face of Kuperman, his eyes frozen in horror. A shrieking laugh, as inescapable as a nightmare, rang out around me. My heart, already shaking in the cage of my chest, exploded as a hand fell upon my shoulder. \"So how do you like the Mitsubishi Home Theater's surround sound?\" asked the sales guy. \"Uhh, great.\" I said, as I stumbled to the door of the showroom for a breath of fresh air.
Task 4
【答案】 A.
TV Advertisements in Britain Where do we see You don’t see TV advertisements on You see TV advertisements on TV advertisements the BBC, which stands for the Britain ITV, which stands for Independent Broadcasting Corporation, because it Television, because it is private in Britain? is a public corporation and relies on and relies on the advertisements the license fees for its income. for its income. What do people Not very subtle. Some people go and make a cup of tea or walk their dog think of the TV when advertisements come on TV. advertisements in Britain? TV Programmes in Britain What are people’s opinions Foreigners are supposed to say There are some awful TV of the TV programmes in that they are wonderful, but programmes, but some are this is only the story invented quite good. Britain? by the BBC. Why do people prefer to see 1. It costs nothing to watch TV while it costs a lot if you go to a cinema. films on TV? 2. It saves you the trouble of going to the cinema. 3. The films you see on TV are old ones, while those shown in cinemas tend to be new ones. Cons: What are the pros and cons Pros of watching football matches 1. A better view of the game 1. You can’t fully enjoy the 2. The comfort of staying at real atmosphere. on TV? home 2. You don’t feel like a part of the real event. B. 1) T 2) T 【原文】
Bob: You are not still watching television, are you?
Andre: Yes, I am. I enjoy it. The camera work was very good. It looked like the work of real
experts. Er... do you know the history of television in Britain? Bob: Oh, television came to Britain in the year 1936. Andre: Ah!
Bob: Only in the London area at that time, though. There wasn't any television during the
Second World War. It was started up again afterwards. The BBC was the organization responsible for it.
Andre: What do the initials BBC stand for?
Bob: The British Broadcasting Corporation. It's a public corporation. It isn't controlled by the
government, but it's not a private company either. That means that the government can't use the BBC for propaganda purposes, and nor can private individuals or firms. Andre: Is advertising allowed on the BBC?
Bob: No, though some satellite channels get more autonomy. ITV gets its money from advertising, though. Andre: ITV?
Bob: ITV stands for Independent Television. It was started in 1954—again in the London area.
It covers the whole country now, though. Andre: Why does everything start in London?
Bob: Well... it's the capital after all—and the largest centre of population. If you start up a public
service—like TV—there, it gets to as many people as possible to start with. Andre: What do people think of the advertisements on television?
Bob: It depends. A lot of people think it's a good idea because it means that television can pay
its way—ITV gets all its money from advertisements. Andre: What about the BBC?
Bob: You have to buy a TV license and that money goes to the BBC. A lot of people don't like
having to pay and wish that there were advertisements on the BBC too. On the other hand, other people hate TV advertising because they think it's an insult to their intelligence. Andre: Mm. The advertisements are very subtle, then?
Bob: Well... some aren't, anyway. Lots of people go to the kitchen to make a cup of tea when the
adverts are on... or take their dog for a walk.
Andre: I see. What do you think of your television programmes? Do you like watching them? The
programme we've just seen was okay, but what about television in general? Bob: Well, you know how you foreigners say our policemen are wonderful? It's... Andre: Do they? I didn't know they did.
Bob: American tourists are supposed to say that, anyway. Well, as I was going to say, people
from overseas are supposed to say that sort of thing about our television as well. Personally, I think the BBC has invented that story. There are some pretty awful programmes on TV, but some are quite good.
Andre: What sort of things do you watch yourself?
Bob: I watch mainly news programmes. And I like old films, too.
Andre: Old films? I don't see how you can criticize television if you just watch old films. You
might just as well go to the cinema.
Bob: Oh—not on your life, the cinema costs money. Besides, it's a lot more trouble going out
than staying at home. And I like old films, not new ones. There are a lot of other people like me, too.
Andre: Mm, reasonable enough, I suppose.
Bob: And it's not just films that people would rather watch on TV. Fewer people go to football
matches nowadays, for instance. They prefer to watch them on TV. Andre: Surely it's not as good on television as it is in real life?
Bob: Oh, you lose a bit of the atmosphere, of course, and you don't feel part of the occasion in
the same way as you do when you're actually there. But you get a much better view of the game on television, and you don't have to move from your armchair. Andre: Ah... well, thank you very much. What's on next?
Bob: Oh, my goodness. Some people don't ever do anything but watch television and ask questions!
Task 5
【答案】 A.
1) b a d c 2) c b d a 3) a d b c 4) b a c d B.
certain changes were to be made in the office and some workers would probably be moved to other positions, see if there were any chance for her, she was moved to a higher position, find a job fro herself, became the person advertising jobs for others C.
frowned, was amazed, was more alarmed and seriously worried 【原文】
Cecilia was reading the details of a job that was being advertised.
\"Applications are invited for the post of Personal Assistant to the Manager of this large London export firm. Candidates should be experienced in all branches of office work and should be qualified in shorthand and typewriting. The successful candidate must be prepared to work alone and will be expected to travel.
\"The person appointed will be asked to join the company's insurance scheme and will be permitted to use a company car. Three weeks' annual paid holiday will be allowed. Salary will be calculated according to experience.
\"Application forms may be obtained from the address below and should be returned within three weeks. An interview will be held in London and candidates will be called for interview before the end of this month. Travel expenses for candidates coming from outside London can be claimed at the time of interview.\"
Jason arrived home and looked over Cecilia's shoulder. \"I heard today,\" she said, with a sigh, \"that certain changes are going to be made in the office and that some of us are going to be moved. And since we might be put anywhere, I thought I'd find out what jobs were being publicized.\"
The following evening when Jason came home he found Cecilia sitting at the table which was covered with papers advertising many different jobs. Over her shoulder he read:
\"An assistant editor will be required in September. Applicants should be experienced and prepared to work late hours. A good salary will be paid monthly into a bank for the right candidate. The successful applicant will be appointed for two years in the first case. Application forms, which should be sent in before July 31st, may be obtained from the address below.\" Jason frowned and turned to the next advertisement, which read:
\"Temporary typists will be needed during the next six months for several departments. Applicants should be trained and qualified. Inexperienced typists may be appointed but must be prepared to be trained. Application forms, obtainable from the address below, should be filled in by each applicant in her own handwriting and returned before July 31st. All applicants will be interviewed...\"
Amazed, Jason glanced from paper to paper, becoming more alarmed as he read:
\"Daily cleaners will be required…lunches may be provided…candidates will be expected to pass a medical examination…salary will be paid weekly…ladders and other equipment will be provided…applications should be received before July 31st...\"
Seriously worded now, Jason sat down. \"You don't really need to think about so many jobs, do you?\"
Cecilia turned to him. \"I told you some of us were going to be moved,\" she said. \"I've been put in a new office at a higher salary and now I'm the one who writes out the details for all the jobs that are going to be advertised. It's fun.\"
Task 6
【答案】
A. 1) d) 2) d) 3) b) 4) d) B. 1) F 2) T 3) T
C. insulted, intimidated, victim, patient, please, this treatment, be attacked and robbed, using force, badly, hurt her deeply, a university degree, a well paid job, the best car in the street, money in my pocket, his children and their mother, abused his position, badly, smart, change his ways, lose his family's love 【原文】
About four years ago I was attacked on the street, knocked down and my bag stolen. All my friends and family were very sympathetic and helped me go to the police to report it. Now I am a victim again, but this time it is my husband who is assaulting me—hitting, insulting and intimidating me. Yet my family doesn't see me as a victim now. They say if I was more patient and tried harder to please my husband he wouldn't beat me. But I don't think I deserve this treatment—just like I didn't deserve to be attacked and robbed.
Physical assault is a crime whether it happens in the home or on the street. Build family respect and harmony; speak out against domestic violence.
I might have a university degree, a well paid job, the best car in the street and money in my pocket—but I don't have what I value most in life—my children and their mother. I was a fool to think that by using force I could control those I loved. I admit I treated her badly and hurt her deeply. I thought that the children didn't know what was happening, but of course they did. Children can sense unhappiness in their mother.
Now when I look back on it, I realize that a home which has violence and disrespect scares away love and happiness. Domestic violence causes family destruction.
It was so hard coming to a new country, with a new life, and everything so different. I felt like everything was out of my control. Except in my home and family—at least there I could be boss. But I abused my position as head of the household and treated my wife badly. My wife—she's pretty smart—she got some information about the Australian law which says what I am doing is illegal.
Jeez, I don't want to end up in the court system with the police on my back! No way! I've got my kids to think about. I'm going to change my ways—before it's too late and I lose my family's love.
Love builds harmony in the family. Domestic violence destroys everything.
Task 7
【答案】
A. 1) d) 2) a) 3) d)
B. 1) F 2) F 3) T 4) T
C. self, yourself, consecutive, accomplishment, on, off, effective, patterns, marketable skills, accomplishments D.
1) This is a statement about your personality rather than your skill areas. 2) You should not apologize in your resume.
3) This information about your educational background is better not mentioned, since it is not a strong point.
4) The positive side of this experience is not adequately explored. 5) This statement is not specific about your strong points. 【原文】
The main purpose of a resume is to convince an employer to grant you an interview. There are two kinds. One is the familiar “tombstone” that lists where you went to school and where you’ve worked in chronological order. The other is what I call the “functional” resume—descriptive, fun to read, unique to you and much more likely to land you an interview.
It’s handy to have a “tombstone” for certain occasions. But prospective employers throw away most of those unrequested “tombstone” lists, preferring to interview the quick rather than the dead.
What follows are tips on writing a functional resume that will get read—a resume that makes
you come alive and look interesting to employers.
Put yourself first. In order to write a resume others will read with enthusiasm, you have to feel important about yourself.
Sell what you can do, not who you are. Practice translating your personality traits, character, accomplishments and achievements into skill areas. There are at least five thousand skill areas in the world of work.
Toot your own horn! Many people clutch when asked to think about their abilities. Some think they have none at all! But everyone does. And one of yours may just be the ticket an employer would be glad to punch—if only you show it. Be specific, be concrete, and be brief!
Turn bad news into good. Everybody has had disappointments in work. If you have to mention yours, look for the positive side.
Never apologize. If you’ve returning to the work force after fifteen years as a parent, simply write a short paragraph (summary of background) in place of a chronology of experience. Don’t apologize for working at being a mother; it’s the hardest job of all. If you have no special training or higher education, just don’t mention education.
How to psych yourself up? The secret is to think about the self before you start writing about yourself. Take four or five hours off, not necessarily consecutive, and simply write down every accomplishment in your life, on or off the job, that made you feel effective. Don’t worry at first about what it all means. Study the list and try to spot patterns. As you study your list, you will come closer to the meaning: identifying your marketable skills. Once you discover patterns, give names to your cluster of accomplishments (leadership skills, budget management skills, child development skills, etc.). Try to list at least three accomplishments under the same skills heading. Now start writing your resume as if you mattered. It may take four drafts or more, and several weeks, before you’ve ready to show it to a stranger (friends are usually too kind) for a reaction. When you’ve satisfied, send it to a printer; a printed resume is far superior to photocopies. It shows an employer that you regard job hunting as serious work, worth doing right. Isn’t that the kind of person you’d want working for you?
Task 8
【答案】
Ⅰ. increase your sales, travel very fast, secure and safe Ⅱ.
A. a web page, your past customers’ testimonies, link to their email address, a potential customer can email them and verify the testimony, have the opportunity to speak with the past customers and find out all the great things about service or product, those who log onto your websites can in turn talk to their friends and this could tumble like a domino effect. B. your newsletter, visit your site
C. answer your potential customers' questions, This will answer their questions, This can show them how good your service or product is
D. give out their credit card details, they are afraid that someone will steal their credit card number, feel more comfortable and secure about buying your service or product Ⅲ.
A. deliver your product competently, this is merely what the customer expects, go beyond what is expected and make the process memorable B.
1. aluminum foil shaped like a swan, talk to people about this experience, not even a cent 2. clean, marketing
3. tours of the men's restroom
Ⅳ. distinguish your business from your competitors, performance standards, creativity, enthusiasm 【原文】
Have you ever purchased something that your friend recommended? Didn't this make you feel secure and safe since you knew that your friend was happy with the product or service?
The best kind of advertisement is word of mouth. Even though it doesn't travel fast, it can do some magnificent results. When one of your past customers tells other people how great your service is, it makes people feel secure, and safe. It gives them a reason why to buy your service or product. Give your past customers a chance to brag about you, use their testimonies. You can use
them as powerful tools to increase your sales dramatically.
First, collect all the testimonies that you have received from your past customers. Then make a whole web page on your site and place the testimonies on that page. Don’t forget to link to their email address, so a potential client can email them and verify the testimony. This also gives them the opportunity to speak with your past customers and find out all the great things that they have experienced with your service or product. They could then turn around and tell their friends what they heard. This could tumble like a domino affect, causing you to have an explosion of sales.
There are many other ways you can use the testimonies. If you have a newsletter that you publish, I would suggest putting an ad in the newsletter that contains “The Testimony” and some information about your service or product. This will give the potential client a real good reason to visit your site. They already have proof about how good your service or product is. I would also suggest using them in any advertisement you have, and this will give you the same benefits. Try using your testimonies to answer your potential customers' questions. This will answer their questions, and show them how good your service or product is. This is like killing two birds with one stone.
You can also try putting some testimonies in your follow-ups that will give them a reason to act now. There is still a big percentage of people on the Internet who are afraid to give out their credit card. They do not think the Internet is safe, and are worried that someone will steal their credit card number. By having “The Testimonies”, it will make them feel more comfortable and secure about buying your service or product.
How can you build more word of mouth advertising? Rephrasing the question, why would your customers want to talk to their friends about their experience of doing business with you? What things can you do that will compel them to do so?
When you perform your service or deliver your product competently, you are merely doing what the customer expects. (If you don't meet the customers' expectations, they may well tell their friends what you don't want them to hear!) In order to compel the customers to want to share their good experience with their friends, you must make the process memorable, going beyond what is expected.
Recently I had lunch with my team members at the Campbell House. The food and service were truly excellent. My daughter and administrative assistant, Dawn, asked for her leftovers to be packed. They were returned to her in aluminum foil shaped like a swan. Guess what she talked about when she got home? How much more do you think it cost the Campbell House to produce that \"Wow!\" experience? The answer is, not a cent!
Disneyland should be an inspiration to us all in providing a \"Wow!\" experience. What do people talk to their friends about when they come home? \"You should have seen how clean that park was! With all of the people there, it's unbelievable! There's not an even a gum wrapper on the ground!\" Walt Disney understood that cleanliness is marketing. The Madonna Inn in San Luis Obispo gives tours of the men's restroom. It's quite remarkable, with a rock fountain urinal. I took my daughters when they were very small, and they still remember that urinal! Here is an area that with some creativity, some procedures defined as performance standards, and some enthusiasm, you and your team can distinguish your business from your competitors. Why not schedule a team meeting tomorrow to generate ideas?
Task 9
【答案】 A.Ⅰ.
A.1. Person-to-person contact to persuade consumers to buy a product 2. indirectly, messages on radio, television, newspaper or handbills B. Create a demand for the advertised commodities Ⅱ.A. 1. more or less the same way
2. are partly decided by their teenage children B. 1. love, fear, Dating, ＄1 billion
2. the sex appeal, bad breath, perspiration stains, body odour 3. health, prestige, pride, envy, jealousy 4. brand names, during the years to come
a. Repeat the commercials time and again on radio and television
b. Associate the products with radio or TV stars in the advertisements.
B.
Advantages:
1. Stimulates demand, mass production 2. Gives information 3. Leaving home
4. Stimulates competition 5. Lowers prices
6. Provides entertainment Disadvantages:
1. May mislead the public, they are getting something that is not being offered 2. Often misuse language. 3. Encourages impulse buying
4. Raises prices, The cost of advertising a product 5. May influence the mass media 【原文】
Salesmen depend upon the person-to-person approach in trying to persuade consumers to buy. Advertising, however, has to depend upon reaching consumers indirectly—through messages on radio and television, in the newspapers, or even on handbills given to you in the street.
Once again, the purpose of advertising is to sell goods. This means that the advertiser is going to try to make you think you want something—his something—whether you need it or not. In other words, the advertiser is creating a demand for his product. This is fine. Remember, all the goods being produced today have to be sold. And you cannot buy something if you do not know about it. Later, we shall discuss the pros and cons of advertising. First, let us see how advertisers try to reach the teenage consumers. Of course, many of the advertising gimmicks used to sell to teenagers are used to sell to adults as well.
All consumers have certain basic needs or wants: food, clothing, and shelter. But the basic needs of most teenagers are provided for by their parents. Even here, though, advertisers appeal to teenagers because they know that the kind of food mom buys or the furnishings in a teenage girl's room will be partly determined by the teenagers.
Teenagers are interested in how much an item will cost. They are interested in whether they are getting solid value for their dollars. They want to know what service they can expect after buying the product. Advertisers let you know this.
Probably the most effective appeal to teenagers (and to adults too) is to their emotions. Some important emotions are love and fear. Sales of cosmetics to teenagers approach $1 billion each year. Dating is very important to teenagers, so you have to smell sweet. Hide any skin blemishes, and keep your hair looking just fight. The ads show how using a particular hair spray will make girls and boys more attractive to each other.
Ads that promise to increase sex appeal if we use a product are very common. Almost any product can use this appeal. Ads tell you that you will be more attractive if you eat, chew, drink, wear, or use any one of hundreds of different products. Then, of course, there are those ads that ware of bad breath, perspiration stains, or body odour.
Advertisers appeal to teenagers' desire to conform. Young people like to think of themselves as individuals who \"do their own thing\Notice the hair styles and the clothing that your classmates are wearing. Chances are there are more things you have in common with each other than you would care to admit.
In addition, advertisers appeal to the desire for health and prestige, to the desire to be in style, to pride, and to envy and jealousy.
Teenagers, just like all other consumers, are influenced by brand names. Advertisers try to get teenagers used to a brand because they know that, in later years, the teenagers will stick to this brand. Therefore, commercials are repeated over and over again on radio and television. We soon get to know them by heart. Slick advertising slogans will pop into our minds as we reach for a product. Some advertisers stay with particular radio or television stars, and consumers come to associate a product with a famous person. Since teenagers spend a lot of time listening to the radio and watching television, this form of advertising is very important.
You are probably wondering, at this point, whether advertising is good or bad. Actually, it may be a little of both, but decide for yourself. To help you decide, some of the advantages and disadvantages of advertising are listed below.
The advantages of advertising are as follows:
1. Stimulates demand. Demand increases sales, makes possible the mass production of goods, and keeps employment high.
2. Gives information. Consumers learn about new produces and find out more about products already on the market.
3. Saves time. Advertising tells what products are around and where they are sold. Consumers can shop and compare prices without leaving home.
4. Stimulates competition. Manufacturers have to keep on their toes because consumers know about the different brands and new products that are being offered, and their prices.
5. Lowers prices. Because of mass production, goods can be produced in large quantities at low prices.
6. Provides entertainment. In most cases, advertising pays the costs of presenting entertainment on radio and television. Some people even enjoy listening to and watching the commercials.
Advertising also has disadvantages. Since the main purpose of advertising is to sell goods, the advertiser is not always looking out for the best interests of the consumer. Here are some of the drawbacks of advertising.
1. May mislead the public. Ads sometimes mislead the public into thinking they are getting something that is not being offered. Some advertising is deliberately tricky, so that it really is cheating the public. It is relatively easy to make viewers think that they are seeing something on television that is not really happening at all, such as actors dressed as doctors promoting health products.
2. Often misuses language. Some ads are silly or meaningless, and violate the rules of good English.
3. Encourages impulse buying. Consumers often buy on impulse, without planning ahead. They often buy what they do not need, or they choose according to brand name and do not get the best buy for their money.
4. Raises prices. It costs money to advertise. Consumers pay for television programmes every time they buy a product they see advertised. The cost of advertising a product is added to its cost to consumers.
5. May influence the mass media. Big advertisers can control the press, radio, and television by refusing to advertise in newspapers or on networks with whose editorial policy they disagree. This can force small newspapers to print only what the advertisers wish.
Task 10
【原文】
The names of certain places in the United States make people think of big business. Detroit, a city in Michigan, means cars. Texas means oil. Wall Street, in New York City, means the stock market and \"big money\".
There is another place name that is well known in the USA. That is Madison Avenue. Madison Avenue in New York City is the place where many advertising companies have their offices. And advertising is one of the biggest businesses in America.
The same kinds of things are produced and sold by many different companies in the US. Many different companies sell cars; many others sell oil. Many different companies sell soap, tires, and so on. Each company wants the public to buy its products. So they pay advertisers to tell the public about its product and make the public interested in what they want to sell.
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