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普通高中课程标准实验教科书 英语选修9 Unit 5 Inside advertisi

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HOW ADVERTISINC WORKS1
Do you know how many advertisements you are exposed to in your daily life? Every day, we pass by advertisements on buses and billboards2, on trains and in train stations, in shop windows, outside restaurants and on public notice boards. At home, we see advertisements in magazines and newspapers and in the middle of our favourite television programmes. We hear advertisements on the radio and come across them on the Internet. Even some of the casual3 garments we wear have brand names attached to them which turn us into walking advertisements. With so many messages from advertisers filling our daily lives, it is important to understand how advertisements work. Then we can avoid being controlled by them.
What is an advertisement?
An advertisement is a message or announcement that informs or influences people. It can use words, pictures, music or film to communicate its message. Adverts4 are not only made and paid for by business, but also by individuals, organizations and associations5 that wish to inform or educate the public.
How do advertisers make effective advertisements?
Identify your target
Advertisers must pay the media for displaying their ads. Their money would be wasted if the message didn't reach its target audience, in other words the people the advertisement intends to persuade. For example, adolescent boys are more likely to buy computer games than any other group, so it makes sense to make computer game ads that appeal to this group. Having identified the target group, researchers find out as much as possible about those in the target group, such as their likes and dislikes, and how the product would fit into their lives. This information then forms the basis for decisions about what type of advertising6 techniques to use with this group.
Appeal to your target
In order to persuade people to do something, advertisements often appeal to our hopes and dreams or our emotions. For example, the one on the right, which advertises sports shoes, shows young people doing exciting things. The colours and the flames also suggest excitement. The message it is sending is: "Buy our shoes and you'll live an exciting life in the 'fast lane7'." The ad above, with the star in it, is for a new radio station. It appeals to people's desire to "fit in" and be part of the group. The message is: "Everyone else is listening and if you want to be part of the group, you'd better listen too."
     Some advertisements appeal to people's desire to save money. Others are more likely to be noticed if they are funny. Ads that feature rich and famous people will grab8 the attention of those who admire people like that. Some adverts, like the environmental protection advertisement below, appeal to our conscience9 or our desire to be worthy10 citizens.
Use a suitable medium
      As well as reaching the fight audience with the fight technique, advertisers must also place their ads in the right medium. Obviously11, cost will play a.big part in this decision. Television adverts are expensive to make and to show. You have to be a big corporation12 with a big budget to afford television ads. Advertisements in newspapers, on the other hand, are much cheaper.
As well as worrying about the expense, advertisers must also consider which media are most appropriate for their product and which their target audience is most likely to see or hear. Because most cars have radios, ads broadcast via radio can reach a lot of drivers very easily. For this reason, it would be appropriate to use radio to advertise goods and services relating to cars. However, it would be no use advertising products on radio if the ad relies on visual effects. Television adverts are great for generating13 emotional14 responses to a product, but magazines and newspapers can give more detail.
How effective are advertisements?
       However good an advertisement is, people are unlikely15 to be persuaded if the product is unsuitable for them. For example, no matter how good an ad for a car stereo16 system is, people who don't own cars are unlikely to run out and buy one. Look at the advertisements in this unit. How many of the goods or services suit your interests or lifestyle? Would really good advertising persuade you to buy products and services you are not interested in or have no use for?
      On the other hand, being constantly exposed to advertisements can help to change our opinions over time. This is why governments all over the world pay a lot of money for ads on such things as road safety. They believe these adverts will affect the way people think about their driving habits and will subsequently17 reduce the number of road accidents.

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1 works ieuzIh     
n.作品,著作;工厂,活动部件,机件
参考例句:
  • We expect writers to produce more and better works.我们期望作家们写出更多更好的作品。
  • The novel is regarded as one of the classic works.这篇小说被公认为是最优秀的作品之一。
2 billboards 984a8d026956f1fd68b7105fc9074edf     
n.广告牌( billboard的名词复数 )
参考例句:
  • Large billboards have disfigured the scenery. 大型告示板已破坏了景色。 来自辞典例句
  • Then, put the logo in magazines and on billboards without telling anyone what it means. 接着我们把这个商标刊在杂志和广告看板上,却不跟任何人透漏它的涵意。 来自常春藤生活英语杂志-2006年4月号
3 casual QnMyh     
adj.漠不关心,冷漠的;随便的,非正式的;偶然的,碰巧的
参考例句:
  • He earns a living by casual labour.他靠做临时工为生。
  • The guests wore casual clothes.客人们穿着便服。
4 adverts c82a22098d5133b18bfb64b60b66048d     
advertisements 广告,做广告
参考例句:
  • the adverts on television 电视广告
  • The adverts are not very informative. 这些广告并没有包含太多有用信息。
5 associations 865ae926990bccbcb29ff700ad198eb6     
n.协会( association的名词复数 );联合;联系;(思想、感觉、记忆等的)联想
参考例句:
  • Do you belong to any professional or trade associations? 你参加了专业学会或行业协会没有?
  • Colleges may be accredited by regional associations. 学会是否合格可由地区各协会作出鉴定。 来自《简明英汉词典》
6 advertising 1zjzi3     
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。
7 lane i2kxH     
n.(乡间)小路(巷);车(跑,泳)道;航道
参考例句:
  • There is a shop at the end of this lane.这条胡同的顶头有一家商店。
  • The champion is running in lane five.冠军跑在第五跑道上。
8 grab ef0xd     
vt./n.攫取,抓取;vi.攫取,抓住(at)
参考例句:
  • It is rude to grab a seat.抢占座位是不礼貌的。
  • The thief made a grab at my bag but I pushed him away.贼想抢我的手提包,但被我推开了。
9 conscience FYczs     
n.良心,道德心
参考例句:
  • Guilt had been eating into his conscience for some months. 几个月来内疚一直折磨着他的良心。
  • He was pricked by his conscience. 他受到良心的谴责。
10 worthy vftwB     
adj.(of)值得的,配得上的;有价值的
参考例句:
  • I did not esteem him to be worthy of trust.我认为他不值得信赖。
  • There occurred nothing that was worthy to be mentioned.没有值得一提的事发生。
11 obviously uIKxo     
adv.显然;明白地
参考例句:
  • Obviously they were putting him to a severe test.显然他们是在给他以严峻的考验。
  • Obviously he was lying.显然他是在撒谎。
12 corporation Vozzl     
n.公司,企业&n.社团,团体
参考例句:
  • The company has gone into partnership with Swiss Bank Corporation. 这家公司已经和瑞士银行公司建立合作关系。
  • The inflation did the corporation up. 通货膨胀使这个公司破产了。
13 generating e727c5b7969a0924044ea82db6406337     
n.发生,产生v.生(儿、女)( generate的现在分词 );(通过物理或化学过程)发生;生成;引起
参考例句:
  • There are many ways of generating a two-dimensional representation of an object. 有很多制作物体二维图的方法。 来自《简明英汉词典》
  • Generating functions are an ideal tool for studying sequences defined by recurrence. 母函数是研究用递推关系来确定的函数的最理想工具。 来自辞典例句
14 emotional 3pDxl     
adj.令人动情的;易动感情的;感情(上)的
参考例句:
  • Emotional people don't stop to calculate.感情容易冲动的人做事往往不加考虑。
  • This is an emotional scene in the play.这是剧中动人的一幕。
15 unlikely MjGwy     
adj.未必的,多半不可能的;不大可能发生的
参考例句:
  • It was very unlikely that he would do that.他不见得会做那种事。
  • It is unlikely that she will come. 她不大可能来了。
16 stereo ruKwC     
adj.有立体视觉的,立体声的;n.固定形象,立体声
参考例句:
  • She had the stereo on at full blast.她把立体声音响开到了最大音量。
  • This program is being broadcast in stereo.这个节目正用立体声播放。
17 subsequently xtnwY     
ad.后来,接着
参考例句:
  • The original interview notes were subsequently lost. 采访记录原稿后来丢失了。
  • Brooke was arrested and subsequently sentenced to five years' imprisonment. 布鲁克被逮捕,其后被判五年监禁。
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