Listen and Talk

Key:1. competing; 2. variety; 3. choose; 4. drink; 5. consumers;
6. compare; 7. make decisions; 8. respond; 9. Pollution 10. Provides

Passage A

Read the Text: The Ad Council at a Glance

Think About It

1. Answer:Yes, of course. For example, I have learned from one ad saying that different kinds of used cans and bottles should be thrown into different dustbins so as to help classify them for recycling. Not only did I myself do so, I also asked other people to follow the advice.

2. Answer:Here are some examples: “Smoking is dangerous for people’s health.” “For the safety of your family and yourself, drive carefully.

3. Answer:Yes, I do. They help raise people’s awareness of some public concerns. For instance, nowadays people have become much more conscious about environment protection and public service campaigns play a big part in it.

Read and think

1. Work with your partner and answer the following questions

1    Answer: The Ad Council is a public service organization that helps to solve the most pressing social issues.

2   Answer:They can raise people’s awareness, inspire individuals to take action, and save lives.

1.        Answer: The purpose of UNCF is to help minority students to graduate from college.

2.     Answer:They remind people of wearing safety belts.

3. Answer: Public service advertisements play an important role in society. They can help people raise awareness of environmental protection, reduce traffic accidents, save water and energy, etc.

Read and think
2. Decide whether the following statements are true (T) or false (F) according to the passage.

Anwser: 1.F, 2.F, 3.T, 4.T, 5.T

Language Focus

Read and complete
3. Fill in the blanks with the words given below. Change the form where necessary.

Anwser: 1.economic 2. estimated 3. measurable 4. inspired5. maximize
6. motivate7. created 8. distribute 9. concerning10. Abuses

Read and complete
4. Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.

Anwser: 1. by name 2. identify, with3. participate in4. speak for 5. take, action

Read and complete

5. Fill in each blank with a word from Passage A according to the definition given in the brackets. The number of the paragraph in which the target word appears is also supplied in the brackets. Change the form where necessary.

Anwser: 1. awareness 2. recruiting 3. motivate4. concerning 5. Adopt

Read and translate
6. Translate the following sentences into English.

1. 我發(fā)現(xiàn)量入為出地過日子越來越難了。(increasingly)
   Answer:I find it increasingly difficult to live within my income.
   2. 現(xiàn)代政治家們都試圖以電視講話來影響普通百姓。(reach out)
   Answer:Modern politicians try to reach out to ordinary people in their TV speeches.
   3. 應(yīng)該幫助學(xué)生對人生采取積極的態(tài)度。(adopt)
   Answer:Pupils should be helped to adopt a positive attitude to life.
   4. 希望全班同學(xué)參加這些討論。(participate in)
   Answer:Everyone in the class is expected to participate in these discussions.
   5. 如果你犯了罪就必須受到懲罰。(crime)
   Answer:If you commit a crime you must expect to be punished.

   Read and simulate

   7. Read and compare the English sentences, paying attention to the italicized parts and translate the Chinese sentences by simulating the structure of the English sentences.

   1 Answer:You may not know how a computer works, but you do know that it is an inseparable part in our daily life.

   2 Answer:Computers are more than a calculating tool – they enable people to do a lot more things, such as searching for information, communicating with friends online, shopping via the Internet, etc.

   3 Answer:Since the cartoon was introduced to the Asian market, more and more young people have become his fans.

2.  Answer:She feels that her mission in life is to help old people

3. Answer:Crime has been on the increase in recent months. Hence, we need more police to protect us.

   Write about it

譯文:

廣告委員會剪影

　　你可能不太清楚我們的名字，不過你肯定知道我們。59年來，廣告委員會為美國創(chuàng)作了大量公益廣告，出手及時，令人信服。我們提出的口號和創(chuàng)作的形象不僅令人難忘，而且能引起廣泛關(guān)注，激勵人們采取行動，挽救了無數(shù)的生命。廣告委員會的作品所產(chǎn)生的久遠(yuǎn)影響，以及所引發(fā)的積極社會變革，由以下的結(jié)果可見一斑：

●95%的成年人和77%的兒童都知道黑熊斯莫奇和它那充滿智慧的名言：“只有你才能預(yù)防森林火災(zāi)”。始于1944年的“黑熊斯莫奇預(yù)防森林火災(zāi)運(yùn)動”，持續(xù)時間之長，知名度之大，在公益廣告運(yùn)動史上尚屬罕見。

●廣告委員會發(fā)起了“是朋友就不讓朋友酒后駕車”的運(yùn)動后，70%的美國人都勸阻過別人酒后不要駕車。1998年美國與酗酒有關(guān)的傷亡人數(shù)是15 935，是美國交通運(yùn)輸部有史以來最低的一年，而這條廣告語是美國最廣為人知的反酒后駕車的口號。

● 從1972年開始，“聯(lián)合黑人大學(xué)基金會”（UNCF）就一直提醒著美國人，“天才可貴，豈容浪費(fèi)”。基金會籌集了14億多美元，資助300 000多名少數(shù)民族學(xué)生讀完大學(xué)。

●撞車測試假人文斯和拉里于1985年與美國公眾見面后，使用安全帶的比率從21%增加到70%，挽救了大約75 000人的生命。

1942年，首次出現(xiàn)了公益廣告這個類別，自那時起，廣告委員會在我們這個不斷變化的社會中扮演著越來越關(guān)鍵的角色。

　戰(zhàn)時廣告委員會是一個私人建立的非盈利性機(jī)構(gòu)，成立的初衷是為與二戰(zhàn)有關(guān)的活動募集資助。戰(zhàn)時廣告委員會發(fā)起了很多公益廣告運(yùn)動，通過戰(zhàn)時公債籌集了350億美元，鼓勵人們開發(fā)了50 000 000個戰(zhàn)時菜園，告誡人們“一言不慎，千帆盡沉”，通過感染力極強(qiáng)的鉚工羅奇的形象，吸收了2 000 000名女性加入勞動大軍。二戰(zhàn)結(jié)束后，總統(tǒng)要求戰(zhàn)時廣告委員會繼續(xù)存在下去，以和平時期的公益廣告機(jī)構(gòu)的身份，幫助解決當(dāng)時迫在眉睫的社會問題，因此廣告委員會應(yīng)運(yùn)而生。

　廣告委員會的使命是精心挑選出若干重大社會問題，通過傳播方案，激勵人們采取相應(yīng)的行動，在一定程度上改變社會現(xiàn)狀。為了達(dá)到這個目的，廣告委員會募集了廣告業(yè)和傳播業(yè)的精英志愿工作者，利用媒體的設(shè)施，以及工商業(yè)界和非營利團(tuán)體的資源，來提高公民的意識，促進(jìn)理解，激發(fā)行動。作為美國公益廣告界最重要的制作者，廣告委員會發(fā)起的公益廣告運(yùn)動超過1 000項，內(nèi)容涉及制止犯罪和濫用毒品等重大問題，也使全美人民注意到虐待兒童、垃圾回收、艾滋病等問題。1995年，為了最大限度地發(fā)揮所有這些運(yùn)動的影響力，廣告委員會的董事會一致投票決定采取一項新的倡議，為期十年，來幫助不能為自己說話的美國人 —— 美國兒童。該項行動名為“承諾2000”，目的是提高認(rèn)識，激勵個人采取積極行動，使美國兒童能有更好的機(jī)會來充分發(fā)揮他們的潛力。

　　根據(jù)尼爾森網(wǎng)絡(luò)測評公司的排名，在過去的兩年中，廣告委員會在互聯(lián)網(wǎng)廣告商中的排名一般都在前25位，2000年的顯示量約為110億次。廣告委員會的網(wǎng)站www.adcouncil.com上介紹了所有的這些運(yùn)動。廣告委員會保證，要在這個瞬息萬變的傳媒世界，為公益廣告建立一個立足之地，并且忠于職守，保持警覺。

9月11日慘劇之后，美國人極為悲痛，恐懼心理揮之不去，信仰開始動搖，安全受到威脅，經(jīng)濟(jì)下降更趨嚴(yán)重。廣告委員會主動聯(lián)系聯(lián)邦政府及美國重要的非營利機(jī)構(gòu)，提出創(chuàng)作與危機(jī)相關(guān)的公益廣告，在全國媒體播出。這些新廣告的設(shè)計理念是教育和激勵全體美國人民積極行動起來，使美國人民堅強(qiáng)起來，為最終戰(zhàn)勝恐怖主義貢獻(xiàn)力量。

Passage B

Think About It:

窗體頂端

1. Have you ever benefited from pubic service advertisements?
Answer: Some of the advantages of advertisements are:
● a more efficient way to promote products for manufacturers (e.g. launching new products, promotion sales);
●quicker access to potential customers (e.g. advertising on radio and TV, in newspapers and magazines, through ad brochures and instruction sheets, etc);
●convenient for comparing prices and specifications of the commodities advertised by different suppliers;
●real-time information sources (e.g. information of job vacancies);
●a quick and strong means of public service education (e.g. public service advertisements about AIDS, cancer). Some of the disadvantages of advertisements are:
● misleading and false information and claims (e.g. exaggeration of the quality of the promoted products);
● negative influence on people’s mind and health (e.g. alcohol and tobacco advertising).
2. Can you mention one or two slogans from public service advertisements?
Answer:I would agree with what happens with regards to emotions. If an ad is capable of striking a consumer right at the heart of his emotions, it’s got to be effective. This is why manufacturers are playing on emotions in all of their promotional activities. Emotions are hard influencers and we all feel them so we are a weak target for advertising people.
3. Do you think public service campaigns necessary?
Answer:Open. Reference points:
● Many highly promoted “healthy” products sales turn out to be cheating.
● People who look for bargain sales usually feel disappointed and cheated in the end.

Read and think

1. Work with your partner and answer the following questions. 

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1. Where are most advertisements placed in a newspaper and why?
   Answer: They are placed in the classified sections because it is more economical to do so.

2. How are advertisements and sports events connected?
   Answer:By acting as sponsors for sports, large companies make their products known to the consumers whereas sports get financial support for development.

3. Why does an employer prefer to use advertisement in a newspaper to recruit employees?
   Answer: Since advertisement is one of the most efficient methods to reach potential employees in a country, an employer can select the best of the job seekers.

4. What is the most common form of abuse of advertisement according to the passage?
   Answer:Misleading the public is the most common form of abuse of advertisement.

5. How do TV commercials manage to attract the attention of the viewers?
   Answer: It tries to attract the attention of the viewers by bombarding them with relentless advertisement.

Read and complete
2. Decide whether the following statements are true (T) or false (F) according to the passage.

Anwser: 1.T, 2.F, 3.T, 4.T, 5.F
3. Fill in the blanks with the words given below. Change the form where necessary.

Anwser: 1.bargain 2. discard 3. sponsor 4.reveal 5. destructive
6. abuse 7. authorities 8. economical 9. staged10. Eliminate

Read and translate

5. Translate the following sentences into English.

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1. 兒子的死讓老婦人變得麻木癡呆了。(numb)
   Answer:The old woman was numbed by her son’s death.
   2.身處所有這些煩惱之中，他依然能保持樂觀。(in the midst)
   Answer:In the midst of all troubles, he managed to remain cheerful.
   3. 雖有困難，他們還是設(shè)法堅持試驗下去。(carry on)
   Answer:They managed to carry on their experiments in spite of the difficulties.
   4.我們必須淘汰不合格的申請人。(weed out)
   Answer:We have to weed out unqualified applicants.
   5. 醫(yī)生要他減少抽煙。(cut down on)
   Answer:The doctor told him to cut down on smoking.

Reading Skills Practice

 The following sentences are taken from Passage A. Try to read each sentence in meaning clusters, and then put slashes between the clusters.

1. Answer:The War Advertising Council, // a private, non-pro?t organization, // was founded to rally support // for World War II-related efforts

2. Answer:The Ad Council’s mission // is to identify // a select number of significant public issues // and stimulate action on those issues // through communications programs // that make a measurable difference // in our society.

3. Answer:In 1995, // to maximize the impact of all of the campaigns, // The Ad Council’s Board of Directors // voted unanimously // to adopt a new, ten-year initiative // to help Americans // who can’t speak for themselves — our children.

4. Answer:The Ad Council’s pledge // is to remain committed and vigilant // in establishing a foothold // for public service advertising // in a rapidly changing media landscape.

5. Answer:These new messages are designed // to inform, inspire and involve all Americans // to participate in activities // that will strengthen the nation // and help win the war on terrorism.

   譯文：

廣告的利與弊

————尼爾.弗林 

隨便看看任何報紙，都能發(fā)現(xiàn)數(shù)以百計的廣告。有些是復(fù)雜精美的整頁展示，不過大部分出現(xiàn)在更合算的分類廣告欄目下。個人和公司投放廣告的原因五花八門。我們能看到職位空缺、新產(chǎn)品、有人要買賣房屋汽車、出生公告、訃告、寂寞芳心尋求伴侶、家政服務(wù)，如此種種，不一而足，而且種類日益豐富。

　　廣告的好處毋庸置疑。大公司迫切需要依賴廣告使產(chǎn)品為消費(fèi)者所知。這些公司對我國體育運(yùn)動的發(fā)展起了非常重要的作用。沒有它們的贊助，我們將無法舉辦國際體育賽事。絕大多數(shù)雜志和期刊也因為廣告而得以生存。投放廣告的個人或公司提供了雜志運(yùn)營的必需資金。雙方皆大歡喜。出版商得以維持生意，而廣告者得以賣出產(chǎn)品。不過，有些雜志經(jīng)過一段時間后似乎違背了它們的初衷，因為刊登的廣告太多了。

　　對想要招聘工人的雇主而言，廣告提供了招到工人的最有效的方法之一。除了使用廣告，雇主還有什么別的方法讓求職者知道有工作可找？通過在報紙上刊登廣告，可以有效地到達(dá)全國范圍，選擇最佳的求職者。

　　對那些想要買賣房屋、汽車和其他東西的人來說也是如此。通過廣告，他們可以聯(lián)系到在日常生活中通常接觸不到的人群。同樣，可以選擇最佳的買家或賣家，以最劃算的價格成交。

　　總之，廣告擴(kuò)展了人們的選擇和機(jī)會，不管是想買到東西還是賣掉東西都是如此。盡管廣告好處多多，但有時也會被一些不擇手段的人加以濫用。誤導(dǎo)公眾是廣告弊病最常見的形式。我們來看一些廣告人所采用的騙人伎倆。

　　在一場國際體育賽事中，我們能看到某流行品牌香煙的標(biāo)志無所不在。人人都知道吸煙對健康毫無好處，但這些做廣告的人公然無視事實，仍然推銷他們的產(chǎn)品，就連有關(guān)當(dāng)局也對這一切熟視無睹。如今，廣告商已經(jīng)開始給他們廣告加上偽裝。他們不是直接推銷香煙，而是拐彎抹角地推銷時尚、優(yōu)質(zhì)生活和“成功”的其他表現(xiàn)形式。

　　廣告的弊病在電視上體現(xiàn)得最為明顯。整整十分鐘的洗發(fā)水、發(fā)乳、零食、洗衣粉和香體噴霧的連番轟炸，有誰能安之若素地坐著忍受？實在是太過分了！更可惡的是，它們總是在節(jié)目最精彩的部分即將播映之前出現(xiàn)！它們不僅震驚我們的心理，還有條不紊地麻痹和摧殘我們的頭腦，直到我們對廣告視而不見，對它們的聒噪聽而不聞。如果廣告商能減少廣告數(shù)量，對廣告持著審慎的態(tài)度，對所有的觀眾來說肯定是福音。目前的電視廣告是基于硬性推銷和對觀眾無休無止的侵襲。

　　再說，他們的廣告內(nèi)容有多少是以事實為基礎(chǔ)的？使用某種牌子的洗發(fā)水真能去除頭屑嗎？以我的親身經(jīng)驗，答案絕對是否定的。食用某些食品會讓我們更健康嗎？那為什么醫(yī)院總是人滿為患？使用某種牌子的皂粉真能讓衣服更潔凈嗎？擁有某種型號的汽車真能讓車主更幸福嗎？如果我們不希望被廣告忽悠的話，這些都是我們必須要問的問題。

　　因此，我們可以看出，廣告不僅有積極作用，也可能有消極作用，全看怎么使用了。人們投放廣告是由于需要使然，只有在他們推銷虛假的東西和誤導(dǎo)人的信息時才會出現(xiàn)弊病。我們不能逃避廣告的狂轟濫炸，但我們可以用自己的智慧剔除那些不良廣告。

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