高中英语北京模块版第四册课文05

[00:-1.00]The Idea Is Everything
[00:-2.00]The simplest types of adverts² are the ones
[00:-3.00]that give information about finding certain products.
[00:-4.00]It may just be a name and address of a company.
[00:-5.00]The name might include information about the product.
[00:-6.00]For example.it could be "Shanghai sewing machines.
[00:-7.00]and you would know that this company makes sewing machines.
[00:-8.00]This kind of advertising³ might be good enough for products that people need.
[00:-9.00]and if there is not much competition.
[00:10.00]However,when there are competing products and services.
[00:11.00]the adverts need to be more persuasive⁴.
[00:12.00]Some adverts use diagrams or quotations⁵ by experts
[00:13.00]to show people how good the products is.
[00:14.00]Other advertisers try to create adverts that people enjoy looking at.
[00:15.00]A lot of money is spent on applying the latest techniques
[00:16.00]of graphic⁶ design to produce the best-looking adverts.
[00:17.00]However,even that is not enough to be noticed in a modern city.
[00:18.00]People are used to seeing high standards of graphic design.
[00:19.00]Modern adverts must stand out in a world full of competition
[00:20.00]by combining the highest standards of graphic design
[00:21.00]with ideas linked with the prodverts to make them more attractive.
[00:22.00]For example,some adverts may suggest that buying a car can make you free;
[00:23.00]they are suing the idea of freedom to sell the car.
[00:24.00]Other common ideas include happiness,wealth and success.
[00:25.00]In fact,these common ideas are very old on the advertising world.
[00:26.00]For many of today's award-winning advertisers,
[00:27.00]repeating old ideas is not an effective strategy.
[00:28.00]They realise that is does not matter
[00:29.00]how attractive the idea linked with the product is -
[00:30.00]most people know that the main purpose of the advert¹ is making customers spend money.
[00:31.00]Instead,these advertisers look for other ways to make people notice their products.
[00:32.00]Today's award-winning advertisers believe that using humour,
[00:33.00]surprise and original ideas is important in modern advertisements.
[00:34.00]Their aim is to create something original
[00:35.00]and fascinating for people to look at and by doing that,
[00:36.00]make people forget that someone is trying to sell them something!
[00:37.00]However,not all advertising is about selling commercial products and services.
[00:38.00]There are public adverts which encourage people
[00:39.00]to participate in improving their neighbourhood,
[00:40.00]protecting the environment,and helping⁷ other people.
[00:41.00]Over the last decade,the government has worked hard at using public adverts
[00:42.00]to educate the punlic on fighting AIDS,saving water,helping in the poor,
[00:43.00]giving up smoking,etc,
[00:44.00]These public adverts have helped to raise public awareness⁸,
[00:45.00]resulting in some positive benefits for society.
[00:46.00]Such benefits include reminding people to take care of themselves
[00:47.00]and to show more concern for the country and other people

1 advert   

vi.注意，留意，言及；n.广告

参考例句：

• The advert featured a dolphin swimming around a goldfish bowl.该广告的內容为一条在金鱼缸里游动的海豚。
• Please advert to the contents below.I believe you won't be disappointed.敬请留意后面的内容。相信您一定不会失望的。

2 adverts   

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。

3 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。

4 persuasive   

adj.有说服力的，能说得使人相信的

参考例句：

• His arguments in favour of a new school are very persuasive.他赞成办一座新学校的理由很有说服力。
• The evidence was not really persuasive enough.证据并不是太有说服力。

5 quotations   

n.引用( quotation的名词复数 )；[商业]行情（报告）；（货物或股票的）市价；时价

参考例句：

• The insurance company requires three quotations for repairs to the car. 保险公司要修理这辆汽车的三家修理厂的报价单。 来自《简明英汉词典》
• These quotations cannot readily be traced to their sources. 这些引语很难查出出自何处。 来自《现代汉英综合大词典》

6 graphic   

adj.生动的，形象的，绘画的，文字的，图表的

参考例句：

• The book gave a graphic description of the war.这本书生动地描述了战争的情况。
• Distinguish important text items in lists with graphic icons.用图标来区分重要的文本项。

7 helping   

n.食物的一份&adj.帮助人的，辅助的

参考例句：

• The poor children regularly pony up for a second helping of my hamburger. 那些可怜的孩子们总是要求我把我的汉堡包再给他们一份。
• By doing this, they may at times be helping to restore competition. 这样一来, 他在某些时候,有助于竞争的加强。

8 awareness   

n.意识，觉悟，懂事，明智

参考例句：

• There is a general awareness that smoking is harmful.人们普遍认识到吸烟有害健康。
• Environmental awareness has increased over the years.这些年来人们的环境意识增强了。