大学体验英语听说教程 第四册16

　　Vocabulary Task
Script and Answers
1. A: Look at this coat, Liz. It is so beautiful.
B: Yeah, I like it very much, and it is made of tweed. Tweeds are the big thing this autumn, you know. How much is it?
A: ￡100.
B: It’s too expensive. It is beyond my budget.
2. A: Hi, Robbie, how about the lawn mower¹ you bought yesterday?
B: It turned out to be useless. I really got taken this time.
A: What a pity! But you’d better not buy things from the cheap Jack². They often sell things with low quality.
B: Thank you, I won’t do that again.
3. A: Where do you usually go shopping, Kathy?
B: I usually go to the supermarket.
A: Why not the convenience store near your house? You can get everything there.
B: Well, they willingly score up customers’ indebtedness on a blackboard. I dislike their doing so.
4. A: I never buy things from the peddlers. They just try to sell you a cheap bill of goods.
B: Neither do I. You know, they always price their wares³ very high and then discount them. I really hate bargaining with them.
A: And in fact what they sell are usually a dime⁴ a dozen.
B: That’s right. I think that’s why many people would rather go a long way to buy things in the department store.
5. A: Jane, why did you buy this car so eagerly?
B: You know. It is so far from my company to my home.
A: How much is it?
B: Well, it cost me $30 000. I had to really dig deep to pay for it, because I’ve been tired of the public transport.
Listening Task
2. Listening Activity
1) First Listening
Answers
1. The first is the appeal to deep-seated drives in the minds of consumers.
2. The second is information regarding the goods or service being sold: its name, its manufacturer, its packaging, its objective attributes, its functions.
2) Second Listening
Answers
1. An advertisement communicates by making use of a specially⁵ selected image like a beauty, a curly-headed child, or a celebrity⁶. The image is designed to stimulate⁷ “sub-rational impulses and desires” even if they are unacknowledged by their possessor.
2. Some few ads have their emotional appeal in the text, but for the greater number by far the appeal is contained in the artwork. This makes sense, since visual communication better suits more primal⁸ levels of the brain. If the viewer of an advertisement actually has the desire, and if the appeal is sufficiently⁹ well-fashioned to call it up, then the person can be hooked. The product in the ad may then appear to take on the desirable qualities. Many ads seem to be saying, “If you have this need, then this product will help satisfy it.” It is a primitive¹⁰ equation, but not an ineffective one for selling.
Script and Answers to Self-study
Consumers hooked on advertising¹¹
The nature of effective advertisements was recognized fully¹² well by Marshall McLuhan, the late media philosopher. In his Understanding Media, the first sentence of the section on advertising reads, “the continuous pressure is to create ads more and more in the image of audience motives¹³ and desires.”
Advertisers are ever more compelled to invoke¹⁴ consumers’ drives and longings¹⁵; this is the “continuous pressure” McLuhan refers to. Over the past century, the American marketplace has grown increasingly overcrowded, and more products have entered into the mad competition after the public’s dollars. In order to stay in business, an advertiser must strive to cut through the considerable commercial stir by any means available. A study done a few years ago at Harvard University pointed¹⁶ out that the average American is exposed to some 500 ads daily from television, newspapers, magazines, radio, direct mail and so on. To be among the few messages that do manage to gain access to minds, advertisers must be strategic, perhaps even a little underhanded at times.
An advertisement communicates by making use of a specially selected image like a beauty, a curly-headed child, or a celebrity. The image is designed to stimulate “sub-rational impulses and desires” even if they are unacknowledged by their possessor. Some few ads have their emotional appeal in the text, but for the greater number by far the appeal is contained in the artwork. This makes sense, since visual communication better suits more primal levels of the brain. If the viewer of an advertisement actually has the desire, and if the appeal is sufficiently well-fashioned to call it up, then the person can be hooked. The product in the ad may then appear to take on the desirable qualities. Many ads seem to be saying, “If you have this need, then this product will help satisfy it.” It is a primitive equation, but not an ineffective one for selling.
Thus, by giving form to people’s deep-seated desires, and picturing states of being that individuals privately¹⁷ yearn¹⁸ for, advertisers have the best chance of arresting attention and affecting communication. And that is the immediate¹⁹ goal of advertising. In a word, most advertisements appearing in national media can be understood as having two orders of content. The first is the appeal to deep-seated drives in the minds of consumers. The second is information regarding the goods or service being sold: its name, its manufacturer, its packaging, its objective attributes, its functions.
Real World Listening
1. Predict
Answers
□ Because her coats are a bit small.
□ Because there is a sale on at all department stores.
□ Because Linda may give her some advice.
2. Get the Main Ideas
Answers
Question 1:
□ Bluish gray.
Question 2:
□ Because there is no room for her to bargain with the salesgirl.
Script
Buying a coat in a department store
Jane: My coats seem a bit small for me, as if they have all shrunk.
Linda: hear that there is a sale on at all department stores, and plan to go and have a look. Would you like to go with me?
Jane: reat. Perhaps you could give me some advice.
(At a department store)
Linda: What did you have in your mind to buy? Formal or casual wear?
Jane: I’d better have a look at both.
Linda: How do you like this coat?
Jane: The color is too bright and doesn’t really suit me.
Jane: How about that one? It has a good color and design. What do you think?
Linda: You have a good eye. That’s this year’s latest design.
Jane: Really? Miss, please bring me a coat in this style to try on.
Salesgirl: Which color would you like?
Jane: What colors does it come in?
Salesgirl: Black, white, orange, bluish gray and light brown.
Jane: I most like bluish gray.
Salesgirl: What size are you?
Jane: I am not sure. Please help me to find one that fits.
Salesgirl: Given your height and figure, you could probably wear a size L.
Jane: (after putting it on) This coat doesn’t fit very well. It’s loose at the waist and shoulder. And the sleeves are too long.
Salesgirl: Let me find a smaller one for you to try.
Jane: This one is a good fit, both in waist and length. What do you think, Linda?
Linda: It fits you like a glove.
Jane: How much is it?
Salesgirl: It’s this year’s latest design, so there is no discount. It’s $295.
Jane: It’s too expensive. Can you give me a discount?
Salesgirl: We don’t haggle²⁰ over prices here.
Linda: There is generally no bargaining in big department stores, but there is in small boutiques and clothes markets. Shall we go and have a look? You may find what you want there.

1 mower   

n.割草机

参考例句：

• We need a lawn mower to cut the grass.我们需要一台草坪修剪机来割草。
• Your big lawn mower is just the job for the high grass.割高草时正需要你的大割草机。

2 jack   

n.插座，千斤顶，男人；v.抬起，提醒，扛举；n.（Jake）杰克

参考例句：

• I am looking for the headphone jack.我正在找寻头戴式耳机插孔。
• He lifted the car with a jack to change the flat tyre.他用千斤顶把车顶起来换下瘪轮胎。

3 wares   

n. 货物, 商品

参考例句：

• They sold their wares at half-price. 他们的货品是半价出售的。
• The peddler was crying up his wares. 小贩极力夸耀自己的货物。

4 dime   

n.（指美国、加拿大的钱币）一角

参考例句：

• A dime is a tenth of a dollar.一角银币是十分之一美元。
• The liberty torch is on the back of the dime.自由火炬在一角硬币的反面。

5 specially   

adv.特定地；特殊地；明确地

参考例句：

• They are specially packaged so that they stack easily.它们经过特别包装以便于堆放。
• The machine was designed specially for demolishing old buildings.这种机器是专为拆毁旧楼房而设计的。

6 celebrity   

n.名人，名流；著名，名声，名望

参考例句：

• Tom found himself something of a celebrity. 汤姆意识到自己已小有名气了。
• He haunted famous men, hoping to get celebrity for himself. 他常和名人在一起, 希望借此使自己获得名气。

7 stimulate   

vt.刺激，使兴奋；激励，使…振奋

参考例句：

• Your encouragement will stimulate me to further efforts.你的鼓励会激发我进一步努力。
• Success will stimulate the people for fresh efforts.成功能鼓舞人们去作新的努力。

8 primal   

adj.原始的；最重要的

参考例句：

• Jealousy is a primal emotion.嫉妒是最原始的情感。
• Money was a primal necessity to them.对于他们，钱是主要的需要。

9 sufficiently   

adv.足够地，充分地

参考例句：

• It turned out he had not insured the house sufficiently.原来他没有给房屋投足保险。
• The new policy was sufficiently elastic to accommodate both views.新政策充分灵活地适用两种观点。

10 primitive   

adj.原始的；简单的；n.原(始)人，原始事物

参考例句：

• It is a primitive instinct to flee a place of danger.逃离危险的地方是一种原始本能。
• His book describes the march of the civilization of a primitive society.他的著作描述了一个原始社会的开化过程。

11 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

12 fully   

adv.完全地，全部地，彻底地；充分地

参考例句：

• The doctor asked me to breathe in,then to breathe out fully.医生让我先吸气，然后全部呼出。
• They soon became fully integrated into the local community.他们很快就完全融入了当地人的圈子。

13 motives   

n.动机，目的( motive的名词复数 )

参考例句：

• to impeach sb's motives 怀疑某人的动机
• His motives are unclear. 他的用意不明。

14 invoke   

v.求助于(神、法律)；恳求，乞求

参考例句：

• Let us invoke the blessings of peace.让我们祈求和平之福。
• I hope I'll never have to invoke this clause and lodge a claim with you.我希望我永远不会使用这个条款向你们索赔。

15 longings   

渴望，盼望( longing的名词复数 )

参考例句：

• Ah, those foolish days of noble longings and of noble strivings! 啊，那些充满高贵憧憬和高尚奋斗的傻乎乎的时光！
• I paint you and fashion you ever with my love longings. 我永远用爱恋的渴想来描画你。

16 pointed   

adj.尖的，直截了当的

参考例句：

• He gave me a very sharp pointed pencil.他给我一支削得非常尖的铅笔。
• She wished to show Mrs.John Dashwood by this pointed invitation to her brother.她想通过对达茨伍德夫人提出直截了当的邀请向她的哥哥表示出来。

17 privately   

adv.以私人的身份，悄悄地，私下地

参考例句：

• Some ministers admit privately that unemployment could continue to rise.一些部长私下承认失业率可能继续升高。
• The man privately admits that his motive is profits.那人私下承认他的动机是为了牟利。

18 yearn   

v.想念；怀念；渴望

参考例句：

• We yearn to surrender our entire being.我们渴望着放纵我们整个的生命。
• Many people living in big cities yearn for an idyllic country life.现在的很多都市人向往那种田园化的生活。

19 immediate   

adj.立即的；直接的，最接近的；紧靠的

参考例句：

• His immediate neighbours felt it their duty to call.他的近邻认为他们有责任去拜访。
• We declared ourselves for the immediate convocation of the meeting.我们主张立即召开这个会议。

20 haggle   

vi.讨价还价，争论不休

参考例句：

• In many countries you have to haggle before you buy anything.在许多国家里买东西之前都得讨价还价。
• If you haggle over the price,they might give you discount.你讲讲价，他们可能会把价钱降低。