新视野 视听说 第二册Unit4.docx
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新视野 视听说 第二册Unit4.docx
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新视野视听说第二册Unit4
II.ListeningSkills
1-i2-a3-f4-b5-c6-d7-h8-g9-e
III.ListeningIn
Task1:
TheInfluenceofAdvertising
Richard:
Dad,Ineedapairofnewshoesforanimportantbasketballgame.Myoldoneslookkindoffunny.
Father:
Funny!
Wejustboughtthoselastspring.There’salotoflifeleftinthem.
Richard:
ButlookatthisadwithYaoMing.Hesaystheseshoesgivehimextraspring.
Father:
YaoMingissotallthathedoesn’tneedextraspring.Anyway,hemakesmoneythanIdo.Andtheyprobablygivehimmillionsofdollarstowearthoseshoes.
Richard:
Butifyouboughtmetheshoes,I’dwearthemfornothing.AndI’dhavethatextraspring.
Father:
DoyouthinkYaoMingreachedthetopjustbecauseoftheshoeshewears?
Orwasitsomethingelse?
Richard:
Youmeanlikehardwork,dedication,thatsortofthing?
Father:
Exactly.Justfocusonyourstudiesandforgettheshoes.
1.shoes2.lookkindoffunny3.thereisstillalotoflifeleft4.ad
5.givehimextraspring6.asmuchmoney7.needextraspring8.millionsofdollars9.wearingtheshoes10.wear11.fornothing12.reachthetop
13.becauseof14.somethinglese15.hardworkanddedication
16.focus/concentrateonhisstudies17.forget
Task2:
I’llgetacamera.
Onedayjustbeforeclosingtime,JohnrushedintoaTVstoretobuyacolorTVsetwiththemoneyhehadsavedforthreemonths.Thefriendlyshopassistantwaswaitingfortheday’slastand100thcustomertoreachhissalestargetforhisbonus,sohewarmlygreetedJohnandshowedhimthevariousmodelsondisplay.HeaskedJohntoseehowsharpandcolorfultheimagineonthescreenwas.Atthatmoment,anewcommercialcameontothescreen,introducingapopularbrandofcameraaswellassomebeautifulpicturesithadtaken.ThecameraandpicturesattractedJohn.Hesuddenlychangedhismindandtoldtheshopassistant:
“ThankyoufortheTVcommercial.NowIhavetohurrytothecamerastoretogetthatcamera.”
1.T2.F3.F4.T5.F
Task3:
Don’teventhinkaboutit!
“Don’teventhinkaboutit!
”isaphrasecommonlyusedintheUnitedStateswhenapersonemphaticallydeniesorrefusesomething.
In1995,ShaquilleO’Neal,apopularbasketballplayer,madeaPepsicommercialinwhichthisphrasewasused.ThecommercialbeginswithShaqplayingbasketball,andalittlekidiswatchinghim.Thentheboycriesoutthenameofthisbasketballstar.ShaqturnstoseethekidwithaPepsinhishand.Hewalksovertotheboyandsays,“Hey,canIhaveit?
”Hebendsover,supposingthathisadmirerwillgivehimthePepsi.Butthenthekidsays,“Don’teventhinkaboutit!
”Thiscommercialwasratherpopular,andithadbeenshownonTVforaboutthreeyears.ThecommercialseemstohaveamoredramaticeffectthanthatproducedbytheCoca-Colacompanyinthe1970s.IntheCokeadayoungboymeetsfootballstar“Mean”JoeGreenasheisleavingthefieldagame.TheboygiveshisheroabottleofCoke,andinexchangeforthedrink,thefootballplayerthrowstotheboy,whoexcitedlycatchesthesouvenir.
Thephrase“Don’teventhinkaboutit!
”isusedonmanyotheroccasions.VisitorstoNewYorkCityareoftenamusedtoseearoadsignwiththesewords:
“Don’teventhinkaboutparkinghere.”Thisroadsignmeansthatpeoplearestrictlyprohibitedfromparkingthere.
1.A2.D3.B4.C5.C
IV.SpeakingOut
Model1Whopays?
Laura:
Hey!
Bob:
Hey!
Look,thisisacoolTVcommercial.“ThingsgobetterwithCoke!
”
Laura:
IthinkthePepsicommercialisjustasattractive:
“Thechoiceofanewgeneration!
”
Bob:
Yeah,butthecompetitorsarejustcancelingouteachother’sefforts.
Laura:
That’squitetrue.Theybothspendpilesofmoneytoincreasetheirmarketshares,butneithergains.
Bob:
I’mafraidtheextracostsofadvertisingwillbepassedontotheconsumers.
Laura:
Ihearthattheadvertisingproducesagoodimageofaproduct,andthatleadstoconsumerbrandloyalty.
Bob:
Whatdoyoumeanbyconsumerbrandloyalty?
Laura:
Itmeansconsumersareloyaltoacertainproductandkeepbuyingit.Also,they’rewillingtopaymore.
Bob:
Itseemscontradictory.Inotherwords,moresalesmeanlowerproductioncosts,butmoreadvertisingmeanshighercoststotheconsumer.Intheendthewinnerisofcoursethecompany.
Laura:
That’strue!
NowYourTurn
A:
Look,“Makeyourselfheard!
”TheEricsson’sTVcommercialissocool.
B:
IthinktheNokia’scommercialisjustasfascinating:
“ConnectingPeople.”
A:
I’mafraidconsumerswillhavetopayfortheadvertising.
B:
Ihearthattheadvertisementscreateasafavorableon\mageofaproduct,andthatleadstoconsumerbrandloyalty.
A:
Couldyouexplain“consumerbrandloyalty”?
B:
Imeanconsumersidentifywiththeproductandkeepbuyingit.Sometimesthey’reevenwillingtopaymore.
A:
Itiscontradictorythatincreasessalesleadtoalowerproductioncostperunit,butmoreadvertisingresultsingreatercostsforconsumers.Thewinnerisalwaysthecompany.
B:
Iagree.
Model2Bewareofads!
Peter:
MindifIswitchchannels?
ThoseTVcommercialsarekillingme.
Jane:
Howcanyousaythat?
Watch:
“TakeToshiba,taketheworld.”Fantastic!
There’saproductyoucandependon.Apowerfulproduct.
Peter:
IfIwereyou,Iwouldn’ttrustthosecommercials.
Jane:
Now,lookatthisMcDonald’scommercials!
Aren’tthoselittlekidscute?
Oh,andthere’ssuchawarmfamilyfeeling.
Peter:
JusthowanadvertisingagencywantsyoutoseeMcDonald’s.you’rethetargetaudience.
WhentheymakeTVcommercials,theyusescientificmethodstolearnwhatyou’lllikeandbuy.
Jane:
AreyoutellingmethosedarlinglittlechildrenbitingintoBigMacsarepartofascientificprojecttogetmeintoMcDonald’s?
Peter:
Advertisesdon’tbotherwithfactsmore.Insteadtheywanttheend-user—that’syou—tofallinlovewiththeirproduct.
Jane:
Isee.Sowhatyou’resayingis,“Watchout,orcommercialswilltakeoveryourlife.”
NowYourTurn
A:
Shallweswitchtoanotherchannel?
Idon’tlikethoseTVcommercials.
B:
Whydoyouthinkso?
Look:
Justdoit!
Whatapowerfulproduct.
A:
Idoubtit.
B:
Now,lookatthisL’Orealcommercial.Themodel’sskinissosmooth.
A:
Thisiswhattheywantyoutobelieve:
usetheproductandyouwillgetthesameskin.
B:
Youmeantheyarelyingabouttheproduct?
Idon’treallythinkso.
A:
Advertisersnowappealtoemotions,notreason.Theywantyoutoliketheirproduct.
B:
Well,Idon’treallyagreewithyou,butwecanswitchtoanotherchannel.
Model3Arethefreemagazinesfree?
Peter:
Jane,what’sthatmagazineyou’rereading?
Jane:
It’soneofthosefreemagazineyoucanpickuparoundtown.It’sgotsomeprettyinterestingarticlesinit.
Peter:
Wakeup,Jane!
It’snotfreeatall.Lookatit:
It’salladvertising.
Jane:
Maybeso,butiftheadvertisingpaysforthemagazine,thenIdon’thaveto.
Peter:
Sureyoudo.Thecostoftheadsisbuiltintotheproducts.
Jane:
Still,Ithinkadvertisingservesausefulpurpose.Ittellsmeaboutnewproducts.
Peter:
Alotofcompaniesspendmoremoneyonadvertisingthanonmakingqualityproducts.
Jane:
Butsomecommercialsarereallyfascinating.Besides,youhavethefreedomtochoosenottolookattheads.
Peter:
Well,it’stimetocookdinner.
NowYourTurn
A:
What’sthatbrochureyou’rereading?
B:
It’sagiveawaybrochureyoucaneasilyfindhereandthere.It’sgotsomeprettyinterestingthingsinit.
A:
Doyoureallythinkso?
It’snotreallyfree.Lookatalltheadsinit.
B:
Couldbe,butIdon’thavetopayforit.
A:
Youbetyoudo.Thecost6ooftheadsisincludedintheproducts.
B:
Still,Ithinkadvertisingtellsmeaboutnewproducts.Ithelpsmeinchoosingwhattobuy.
A:
Thisisjustwhattheadvertiserswantyoutodo.
B:
Butsomecommercialsarereallyfascinating.Besides,you’redidn’thavetobelievealltheads.
A:
Well,let’sgoswimming.
V.Let’sTalk
AJobAdforaFriendlyEmployee
Afirmadvertisingfora“friendly”employeehasbeenaskedtochangeitswordingbecauseitdiscriminatesagainstunfriendlypeople.
Travelco,atravelagency,putinarequestfora“Friendlyemployee”toprovidefoodforitsstaff.ButtheJobCenterinBristoltoldmanagingdirectorHarrySmiththathewouldhavetoremovetheword“friendly”beforetheadvertisementcouldbeaccepted.
Mr.Smithsaidhecouldnotbelievethedecisionandthoughtitwas“ridiculous.”Hesaid:
“Weweretoldwecouldnotusethatparticularwordbecauseitwasdiscriminatoryagainstpeoplewholookedunfriendly.Wethoughtitwasridiculous.It’sonlytoonaturalforustospecifywhatkindofpeoplewewant.”Headded,“Thepeopleatthecenterhavesincesaidtheythoughttheyhadbeenalittleoverthetop.”
Thecenterhadmadeitarulethatcertainwordswerenorallowedinadsandthewords“motivated”and“enthusiastic”hadbeenbannedinthepast.
Anofficialofthecentersaid:
“Wedohaveguidelinesofnotusingpersonalitycharacteristicsinadvertisementstoensurethatthereisnodiscriminationintheprocess.”
Sheadded:
“Weshouldleavethedisputetothelocaljudges.They’llmakethefinaldecision.It’spossiblethatamemberofourstaffhasbeenover-enthusiasticincuttingoutwordsinads.”
Persons/Agencies
Words/Actions
Reasons/Purposes
Afirm
advertisedforafriendlyemployee;
Wasaskedtochangethewording
discriminationagainstunfriendlypeople
Travelco
requestedforafriendlyemployee
toprovidefoodforitsstaff/employees
TheJobCenter
toldtheTravelcomanagingdirectortoremovetheword“friendly”
Themanagingdirector
saidwastoldnottousethatword;thoughtitwasridiculous
Itwasnaturaltospecifythekindofpeopletheywanted
addedthatthepeopleatthecenterthoughttheyhadbe
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