“Advertising is a form of commercial mass communication designed to promote the sale of a product or rvice, or a message on behalf of an institution, an organization, or a candidate for political office.”
Advertising can be looked at from various perspectives. As the quote above states, its purpo is to increa the number of articles or products sold. The are not only things we can buy in different store
s, for example clothing or supplies for our daily life, but also such simple things as a message placed by an institution or organization asking for the attention of the public to rai money or to make them aware of a problem, such as antismoking ads. Even political parties u advertiments and commercials to state the opinion of their candidates.
Advertising became big business in the 20th century, offering many different jobs in advertising agencies and the marketing ction. The u of the media, like newspapers, television, the radio, magazines, outdoor signs and of cour the Internet makes this growth possible. It is a form of transporting information to the consumer, and it does not only have positive sides. There are many critical aspects about it, like persuading people into doing unhealthy things or producing special stereotypes everybody tries to follow.However, advertising has become international, since producers and companies try to ll their products on a globalized market in almost every corner of the world.,
[阅读障碍词]
1．candidate n．候选人，候补人
2．critical adj.批评(性)的；极为重要的，关键的
3．stereotype n．模式化的形象
Plea match the words with their proper meanings.
1．promote A．make someone agree to do sth. by giving them reasons why they should
2．comment B．stop someone from being affected by an illness
3．cheat C．a written or spoken remark giving an opinion
4．innocent D．ask for information or advice from sb. becau it is their job to know sth.
5．trick E．to help ll a product, rvice, etc. or make it more popular, for example by advertising
6．persuade F．an unfair thing you do to harm someone or get an advantage for yourlf
7．cure G ．treat someone dishonestly
8．consult H ．not guilty of a crime
答案：1～5 ECGHF 6～8
ABD
evasion
Can you think of a good slogan for each ad?
答案：1.Never delete green, keep it forever!
2．
Taiwan, China!
Ⅰ.Fastreading
1．Skim the text and then we know that there are two main types of advertiments. They're
commercial_advertiments_and_public_rvice_advertiments_(PSAs)．
2．The author wrote this article in order to help_us_get_a_comprehensive/thorough_understanding_of_ads.
Ⅱ.Carefulreading
gillet(Ⅰ)Read the text and decide whether the following statements are true (T ) or fal (F )．
1．Ads mainly u written words to persuade people to buy a product or rvice.( F )
2．Commercial ads have more effect on society than PSAs.( F )
3．Some skilful methods ud in commercial ads are hard to recognize.( T )
4．Not all ads are run free of charge.( T )
5．Not all PSAs deal with social concerns.( T )(Ⅱ)Fill in each blank with no more than three words according to the text.
Introduction We get ud to advertiments as they (1)appear wherever we go. They
can be found in places like newspapers, magazines, the Internet, radio and television to persuade people into (2)buying/purchasing a product or
rvice, or into believing in an idea.
Two types of ads Commercial ads
PSAs Characteristic s ▲Be not free for (3)advertising a product or rvice.▲U skilful methods to promote things.▲Play tricks on people and often don't tell people (4)the_truth.float是什么意思
▲Be (5)free_of_charge to
educate people about
health, safety, or any other
problem that affects public
welfare.
▲U some of the same
methods including attractive pictures and clever language to rve the
public.▲Aim to teach us and help
us to (6)lead_better_lives.
▲Be (7)beneficial_to the
public instead of fooling
them.
(8)Examples ▲Bright Teeth fights bad breath!▲You are proud of your cooking, so shouldn 't you buy the very freshest food ？▲Yes to life, no to drugs .
▲Knowledge changes life .
▲Project Hope — educating
every child .
▲When you smoke
cigarettes, you are slowly
killing
yourlf .
Conclusion ▲We must not fall for commercial ads.▲(9)Think_twice before you take action to buy the promoted product or rvice.
▲We should be (10)intelligent/clever/bright/smart when facing
advertiments.
Ⅲ.Studyreading
buckingham palace
Analyze the following difficult ntences in the text.
1．We are so ud to them that we often do not even realize how many we e and hear in a day.
[句式分析]
[
尝试翻译] 我们对广告太习以为常了，甚至常常意识不到一天当中能看到和听到多少广告。paris
2．The grocery just hopes that when you read the ad, you will feel plead with the nice comment, remember the words ‘freshest food’， and make a mental connection with the food in the grocery.
[句式分析]
[尝试翻译] 这家食品杂货店只是希望当你读到这则广告时，你会很乐于看到其中的恭维，记住“最新鲜的食品”这几个词，在心理上将其与该店里的食品联系起来。
3．Finally, I wish to tell you this: think about why you should do the things the ad suggests, or buy the product or rvice the ad promotes.
[句式分析]
[尝试翻译] 最后，我想告诉大家：想想你为什么要做广告建议你做的事情，或者为什么要买广告推销的产品或服务。Ⅳ.Postreading
Fill in the blanks according to the text.
句子成分划分
There are two main types of advertiments —①commercial advertiments and ②public rvice a
aglow
dvertiments. The former is one which someone has ③paid for to adverti a product or rvice. Although we have laws to ④protect us from ads that cheat people, we still must be ⑤aware of the skilful methods ud in ads to try and ll us things. Even if an ad does not lie, it does not mean it is altogether innocent. We must not ⑥fall for this kind of trick ！The latter is one that they are placed for free and meant to ⑦educate people to believe in an idea which affects public welfare. PSAs deal with large social problems and are made to ⑧rve the public. They also teach us how to live better lives. Although not all ads play ⑨tricks on us, we must all u our ⑩intelligence and not be a slave to them.
[课 文 对 译]Advertiments
Nowadays, we can find advertiments almost wherever we go. We are so ud to them that we often do not even realize how many we e and hear in a day. I did some rearch on advertiments, and have some very important information to share with you.
What is an advertiment?
An advertiment us words and pictures to persuade people to buy a product or rvice, or to believe in an idea. Newspapers, magazines, the Internet, radio and television are the most common
places to find them. There are two main types of advertiments — commercial advertiments and public rvice advertiments (PSAs). A commercial advertiment is one which someone has paid for to adverti a product or rvice. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem that affects public welfare.
Does an advertiment tell people the complete truth?
There are laws to protect people from advertiments that cheat people. However, we still must be aware of the skilful methods ud in ads to try and ll us things. Even if an ad does not lie, it does not mean it is altogether innocent. One toothpaste ad declares, ‘BrightTeeth fights bad breath！’ This statement tries to fool you into assuming that the toothpaste cures bad breath, yet it does not say that! All it says is that it fights it, and that is not the same thing at all. One grocery tells customers, ‘You are proud of your cooking, so shouldn't you buy the very freshest food？’ This ad is very clever, becau it tells customers they are good cooks. However, it never says that this grocery has the freshest food! The grocery just hopes that when you read the ad, you will feel plead with the nice comment, remember the words ‘freshest food’，and make a mental connection with the food in the grocery. We must not fall for this kind of trick!
Public rvice advertiments
Not all ads play tricks on us though. PSAs u some of the same methods, like attractive pictures and clever language, but they are made to rve the public. PSAs aim to teach us and help us lead better lives. Our government understands this and has been using PSAs to educate people for many years. China began a nationwide public rvice advertising campaign in 1966, and since then various types of PSAs have appeared around the country. You have probably en or heard some of them yourlf, such as, ‘Yes to life, no to drugs’ and ‘Knowledge changes life’. The ads deal with widespread social concerns. There are also PSAs that encourage people to support public rvice projects, such as Project Hope. Its motto is ‘Project Hope — educating every child’. There are even PSAs to teach us how to live healthy lives. One of the is, ‘When you smoke cigarettes, you are slowly killing yourlf’. All of the ads are meant to benefit the public, and you can often learn a lot by following the advice they give.
Finally, I wish to tell you this: think about why you should do the things the ad suggests, or buy the product or rvice the ad promotes. When it comes to advertiments, we must all u our intelligence and not be a slave to them！
牛仔裤的夏天1广 告
如今，广告随处可见。对广告我们太习以为常了，我们甚至常常意识不到一天当中能看到和听到多
生稲花歩
少广告。我对广告做了一些研究，这里有一些非常重要的信息同大家分享。
matty b
什么是广告？
广告利用语言和图片劝说人们购买某种产品或服务或者是相信某种理念。报纸、杂志、互联网、广
播和电视是最普遍的广告载体。广告主要分为两类——商业广告和公益广告。商业广告是广告客户支付
费用以宣传某种产品或服务的广告。而公益广告往往是免费投放的，其目的是向人们提供关于健康、安
全或者其他影响到公众利益的问题。
广告会百分之百地讲真话吗？
为保护消费者，对于欺骗性广告制定了法律。尽管如此，我们对商业广告中所使用的试图向我们兜
售商品的技法还是得有些意识。一则广告，即使不说谎，也并不意味着它讲的完全真实。比如有一则牙
膏广告称：“亮齿牌牙膏挑战口臭！”这种表述试图让你设想这种牙膏能够“治愈”口臭，可广告上却根本没有这样表达！广告上只是说“挑战”，可它与“治愈”压根儿就是两码事。有一家杂货店对顾客如此说道：“您为自己的厨艺感到自豪，难道不需要购买新鲜到家的生鲜食品吗？”这则广告很聪明，聪明在其吹捧顾客是烹调高手。但是，这则广告本身却根本没说本店供应的是最新鲜的生鲜食品！杂货店只是希望顾客读
到这则广告的时候会被其恭维弄得飘飘然，并因此记住“新鲜到家的生鲜食品”这样的字眼，从而在脑海中将这个字眼与本店销售的生鲜食品联系起来。我们绝不能轻信这种小把戏而上当啊！
公益广告
然而，并非所有广告都跟我们玩花招。公益广告也使用商业广告中某些相同的手法，如，引人注目
的图像和具有创意的语言，但公益广告的目的是服务大众。公益广告旨在教导大众，为改进人们的生活
提供帮助。我国政府认识到公益广告的价值，因而多年来一直使用公益广告教导大众。1966年，中国在全国范围内开展了一场公益广告宣传活动，从那时起至今，全国范围内已经发布了各种类型的公益广告。你很可能也亲眼见过或亲耳听过其中的一些，如“珍爱生命，远离毒品”、“知识改变命运”。这些
广告所涉及的是一些社会普遍关注的问题。但也有一些公益广告是鼓励人们支持有关公共服务项目的，如希望工程。其广告词是“希望工程——让每个孩子受教育”。甚至还有一些公益广告教导我们如何健康地生活。这类公益广告有一则是“吸烟等于慢性自杀”。所以这些广告旨在让公众受益，遵循这些广告上的建议你往往能学到很多东西。
最后，我想对大家说的是：要思考你为什么要听从广告上的建议，或者购买广告上推销的产品或服务。谈及广告，我们都必须运用自己的智慧，而不要成为广告的奴隶！
