Unit 04 Beware of ads
Listening and Speaking Cour
Aims: Identifying the Associative Meaning of Ads
Asking for Clarification and Clarifying
Key Words:
spring: 弹跳力(elasticity; resilience)
bonus: 奖金(an additional payment)
commercial: 广播或电视的广告(an ad on TV or radio)
emphatically: 强调地(with emphasis)
admirer: 崇拜者(a person who admires somebody)
souvenir: 纪念品(keepsake)
contradictory: 矛盾的,对立的(being different and implying that opposite things are true)
discriminate: 歧视(treat a person differently, show preference or prejudice)
ridiculous: 可笑的(silly and derving to be laughed at)
specify: 明确说明(give the specific details of)
ban: 禁止(prohibit; forbid)
publicity: 宣传(the act, process, or occupation of spreading information to gain public interest)
appliance: 家用电器(a device or instrument designed to perform a specific function, especially an electrical device for houhold u)
stereo: 立体声音响(a stereophonic sound-reproduction system)
specialized: 专业的; 专门的(designed for a particular purpo)
poster: 招贴; 海报(a large printed notice or picture posted to adverti or publicize something)
sample: 样品(a portion, piece, or gment that is reprentative of a whole)
high-profile: 知名的(attracting a lot of public attention)
fall for(something): 迷恋(love; be attracted to)
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 tho last spring. There's a lot of life left in them.
Richard: But look at this ad with Yao Ming. He says the shoes give him extra spring.
Father: Yao Ming is so tall that he doesn't need extra spring. Anyway, he makes more money than I do. And they probably give him millions of dollars to wear tho 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 becau of the shoes he wears? Or was it something el?
Richard: You mean like hard work, dedication, that sort of thing?
Father: Exactly. Just focus on your studies and forget the shoes.
Key:
The son wants to buy a pair of basketball shoes as his old ones look kind of funny. But the father thinks there is still a lot of life left in the old shoes. The son points out that in an ad Yao Ming claims that the shoes give him extra spring. The father, on the other hand, says that he does not make as much money as Yao Ming does, and that the tall man does not need extra spring. What's more, the advertir may give him millions of dollars for wearing the shoes in the ad. To this the son answers jokingly that he would wear the new shoes for nothing. Then the father replies that Yao Ming didn't reach the top simply becau of the shoes. Rather, there must be something el. The son knows his father means things like hard work and dedication. Finally, the father asks the son to focus/concentrate on his studies and forget about the shoes.
Task 2: I’ll Get A Camera
Script
One day just before closing time, John rushed into a TV store to buy a color TV t 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 e how sharp and colorful the image 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 the 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." (138 words)
Key:
1. T 2 F 3 F 4. T 5. F
Key to question: No. The commercial of a camera and some photos attracted John, and he decided to buy the camera of the TV.
Task 3: Don’t Even Think About it
"Don't even think about it!" is a phra commonly ud in the United States when a perso
n emphatically denies or refus something. In 1995, Shaquille O'Neal, a popular basketball player, made a Pepsi commercial in which this phra was ud. 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 e the kid with a Pepsi in 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 ems 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 after a game. The boy gives his hero a bottle of Coke, and in exchange for the drink, the football player throws his towel to the boy, who excitedly catches the souvenir. The phra "Don't even think about it!" is ud on many other occasions. Visitors to New York City are often amud to e a road sign with the words: "Don't even think about parking here." This road sign means that people are strictly prohibited from parking there. (245 words)
