[00:04.78]Lesson 17 1 Dialogue
[00:10.95]Four people in an advertising firm
[00:15.67]are discussing a future advertising programme.(B=Bob)
[00:21.13]A:OK.Our plan is to produce an advertisement for this famous computer
[00:28.71]which is supplied by one of China's biggest computer producers --
[00:34.17]Founder Computer Group Corporation.Any ideas?
[00:40.41]B:I think it would be a good idea to have comments from secretaries
[00:46.37]and typists who are already using it.
[00:50.63]Then they can express their satisfaction with the product.
[00:56.08]C:Do you think so?
[00:59.14]Do you think managers want to read
[01:03.82]what users think about a new piece of office equipment?
[01:09.46]D:I agree with Bob.I think we should have a picture of the computer
[01:15.62]and give a description of the product.
[01:19.28]B:I'm afraid I can't agree with you.
[01:23.04]That's a good way of giving information,
[01:27.30]but it's not a good way of persuading people.
[01:31.87]For one thing,it's boring,
[01:35.53]and people aren't going to read an ad that looks boring.
[01:40.88]For another thing,one computer looks very like another.
[01:46.53]People aren't going to remember the name of the product.
[01:51.49]A:So what exacty are you suggesting?
[01:55.75]B:I suggest that we ask users of this machine what they think about it .
[02:02.72]We can photograph them using it too.
[02:06.85]Then we can put their comments at the top of the advertisement in big print.
[02:13.62]We can bring in some humour too.
[02:17.87]People enjoy reading humorous ads.
[02:22.32]D:The disadvantage with carrying out interviews is that it may take a long time
[02:29.68]B:No problem.We can do some telephone interviews with our users.
[02:36.45]C:How can we find out who are using these computers?
[02:42.22]A:Easy.I'll ask the company for a list of recent customers.
[02:48.18]Lesson 18
[02:57.14]1 Reading Comprehension
[03:01.79]ADVERTISING(1)
[03:05.94]Advertising is a highly developed twentieth-century industry.
[03:12.00]The dvelopment of radio,television,cinema,
[03:16.96]magazines and newspapers has gone hand in hand
[03:22.53]with the development of advertising.
[03:26.29]Why is advertising so popular? Is it a waste of money?
[03:32.45]It has been proved again and again that repeated advertising increases product sales.
[03:40.71]Since it increases production,the price can be reduced.
[03:47.55]Therefore advertising,instead of making a product more expensive,
[03:54.21]makes it cheaper.
[03:57.17]What can you abvertise?
[04:00.69]You can advertise products of all kinds,
[04:05.13]such as shoes or umbrellas,or services like car repairs and travel.
[04:13.00]In Europe and the USA political leaders often use recorded TVadvertisements
[04:20.86]to persuade people to vote for them.
[04:24.91]Besides broadcast advertisements on radio and TV,
[04:30.34]there are other ways to advertise:
[04:34.18]cinema,magazines and newspapers,for example.
[04:39.75]Large boards can be used for printed posters,especially near main roads.
[04:48.29]A sign outside or inside a shop is a form of advertising.
[04:55.13]Mail or gifts posted by companies to customers is another way of advertising.
[05:03.67]Balloons and light aeroplanes
[05:08.04]can be used to pull huge signs as they fly slowly over a city.
[05:15.59]Advertising is now a scientific business.
[05:20.44]Once managers would say jokingly,
[05:24.88]"I know that half of what I spend on advertising is wasted,
[05:30.53]but I don't know which half."
[05:33.90]Now,all parts of an advertising programme are properly measured and researched.
[05:41.76]How are advertisements made?
[05:45.60]A company goes to an advertising firm to discuss the advertising of its product.
[05:52.97]The firm collects as much information as possible about the product
[06:00.23]and the customers who might buy it.
[06:03.99]The person at the advertising firm in charge of the matter then holds a meeting
[06:11.57]Also present will be a person who thinks up an idea for an advertisement,
[06:18.62]and a person who will buy space in newspapers or time on TV.
[06:26.17]There will be a writer writing the text for the advertisement
[06:31.63]and a designer who will design it,using pictures or photographs and the text.
[06:39.57]When the advertisement is ready,it kis shown to the company.
[06:44.85]If the company agrees,they may try it out in a small part of the country
[06:51.40]to see if product sales increase as a result of the advertisement.
[06:57.85]If they do,then it will be used throughout the country.
[07:03.13]If the advertising fails,having no effect on sales,
[07:09.09]the whole programme will be reviewed.
[07:13.03]Researchers will go out and interview possible customers
[07:19.20]to find out the reasons for this failure.
[07:23.74]Lesson 19
[07:33.72]1 Reading Comprehension
[07:38.27]ADVERTISING(2)
[07:41.92]What makes a good advertisement?
[07:45.89]There have been major changes in advertising in the past sixty years.
[07:52.24]People read advertisements partly for information
[07:57.52]and partly because they are interesting.
[08:01.46]Today's advertisements often start with a question,or a puzzle,
[08:08.12]with the purpose of attracting the reader's attention.
[08:12.49]Of course,nost advertisements contain information.
[08:18.23]But this is usually contained in a text that is interesting and often funny.
[08:27.38]Humour is very important.
[08:31.53]Sometimes advertisements tell a story,
[08:36.49]or the story may be continued over a number of advertisements.
[08:42.37]However,there is a danger in this.
[08:47.23]It is possible that the reader or viewer will remember the advertisement
[08:54.07]but not the name of the product. There are other dangers.
[09:00.45]If you are selling your product in a foreign marker,
[09:05.49]you must check that the translation is correct.
[09:10.35]A company that sold hair cream wanted to say"X puts life into dry hair."
[09:20.51]They took some photographs of a handsome actor,
[09:25.55]and the advertisements appeared on large boards by the side of the road.
[09:31.92]Nobody bought the product,however,
[09:35.97]because when translated it meant"X puts living things into dry hair."
[09:44.44]In the 1960s, a British car company which made very expensive cars
[09:51.91]was about to sell its latest car in Germany.
[09:56.56]However,the company had to change the name of the car at the last monent.
[10:03.12]A German speaker at the factory pointed out to the sales manager
[10:09.28]that the British name of the car meant"animal waste"in German
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