大学体验英语第二册Unit3-Passage B

The Ad Council at a Glance
　You may not immediately know us by name, but you do know us. For 59 years, the Ad Council has created timely and compelling public service messages for our nation. Our slogans and characters are more than memorable¹ - they raise awareness², inspire individuals to take action, and save lives. The following results testify to the power of the Ad Council's messages to make lasting³ and positive social change:　

　●Smokey Bear and his famous words of wisdom, "Only You Can Prevent Forest Fires," are recognized by 95% of adults and 77% of children. Launched in 1944, the Smokey Bear Forest Fire Prevention campaign is one of the longest-running and famous public service advertising⁴ campaigns in history.　

　●Since the Ad Council began its "Friends Don't Let Friends Drive Drunk" campaign, 70% of Americans have tried to stop someone from driving drunk. In 1998, America experienced the lowest number of alcohol-related fatalities⁵ (15,935) since the U.S. Department of Transportation began maintaining these records. The tagline is the most recognized anti-drinking and driving slogan in America. 　

　●The United Negro College Fund has been reminding Americans that "A Mind is a Terrible Thing to Waste," since 1972. UNCF has raised over $1.4 billion, and helped more than 300,000 minority students graduate from college. 　

?●Since the Crash Test Dummies⁶, Vince and Larry, were introduced to the American public in 1985, safety belt usage has increased from 21% to 70%, saving an estimated 75,000 lives. 　
　Since creating the category of public service advertisements (PSAs) in 1942, the Ad Council has played an increasingly critical role in our changing society. The War Advertising Council, a private, non-profit organization, was founded to rally support for World War II-related efforts. The War Ad Council produced PSA campaigns that raised $35 billion in War Bonds, encouraged the planting of 50 million Victory Gardens, reminded people that "Loose Lips Sink Ships," and recruited 2 million women into the job force through the powerful symbol, "Rosie the Riveter⁷." After the War, the President asked the War Ad Council to continue as a peacetime public service organization to help solve the most pressing social issues of the day. Hence, the Ad Council was born.　

? The Ad Council's mission is to identify a select number of significant public issues and stimulate⁸ action on those issues through communications programs that make a measurable difference in our society. To that end, the Ad Council marshals volunteer talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to create awareness, foster understanding and motivate action. 　

?As the nation's leading producer of PSAs, the Ad Council has created more than 1,000 public service campaigns concerning critical issues such as crime prevention and drug abuse, and has brought issues such as child abuse, recycling and AIDS to national attention. 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. Dubbed⁹ "Commitment 2000," its objective is to raise awareness and stimulate individuals to take positive action, so that our nation's children will have a better chance of achieving their full potential. 　

?For the past two years the Ad Council has been frequently listed as a Top 25 Internet Advertiser, according to Nielsen/NetRatings rankings, registering approximately 11 billion impressions in 2000. The organization's Website, www.adcouncil.org, features all of the campaigns. The Ad Council's pledge is to remain committed and vigilant¹⁰ in establishing a foothold for public service advertising in a rapidly changing media landscape. 　

?Since the tragedies of September 11th, Americans have experienced profound grief and immobilizing fear that has shaken beliefs, threatened security and deepened the economic decline. The Ad Council reached out to the federal government as well as important national non-profits with an offer to create and also distribute their crisis-related messages to media outlets¹¹ nationwide. 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. 　

1 memorable   

adj.值得回忆的，难忘的，特别的，显著的

参考例句：

• This was indeed the most memorable day of my life.这的确是我一生中最值得怀念的日子。
• The veteran soldier has fought many memorable battles.这个老兵参加过许多难忘的战斗。

2 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。

3 lasting   

adj.永久的，永恒的；vbl.持续，维持

参考例句：

• The lasting war debased the value of the dollar.持久的战争使美元贬值。
• We hope for a lasting settlement of all these troubles.我们希望这些纠纷能获得永久的解决。

4 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。

5 fatalities   

n.恶性事故( fatality的名词复数 )；死亡；致命性；命运

参考例句：

• Several people were injured, but there were no fatalities. 有几个人受伤，但没有人死亡。
• The accident resulted in fatalities. 那宗意外道致多人死亡。 来自《简明英汉词典》

6 dummies   

n.仿制品( dummy的名词复数 )；橡皮奶头；笨蛋；假传球

参考例句：

• If he dummies up, just try a little persuasion. 如果他不说话，稍微劝劝他就是了。 来自《简明英汉词典》
• All the articles in the window are dummies. 橱窗里的全部物品都是仿制品。 来自《简明英汉词典》

7 riveter   

打铆机； 铆枪； 铆工

参考例句：

• The riveter riveted the metal sheets to the ship's bottom. 铆工把薄金属板铆在船底上。
• The experiment proved that the recoil force of the electromagnetic riveter has reduced greatly. 通过试验表明，优化后铆枪的后坐力明显减小。

8 stimulate   

vt.刺激，使兴奋；激励，使…振奋

参考例句：

• Your encouragement will stimulate me to further efforts.你的鼓励会激发我进一步努力。
• Success will stimulate the people for fresh efforts.成功能鼓舞人们去作新的努力。

9 dubbed   

v.给…起绰号( dub的过去式和过去分词 )；把…称为；配音；复制

参考例句：

• Mathematics was once dubbed the handmaiden of the sciences. 数学曾一度被视为各门科学的基础。
• Is the movie dubbed or does it have subtitles? 这部电影是配音的还是打字幕的？ 来自《简明英汉词典》

10 vigilant   

adj.警觉的，警戒的，警惕的

参考例句：

• He has to learn how to remain vigilant through these long nights.他得学会如何在这漫长的黑夜里保持警觉。
• The dog kept a vigilant guard over the house.这只狗警醒地守护着这所房屋。

11 outlets   

n.出口( outlet的名词复数 )；经销店；插座；廉价经销店

参考例句：

• The dumping of foreign cotton blocked outlets for locally grown cotton. 外国棉花的倾销阻滞了当地生产的棉花的销路。 来自《简明英汉词典》
• They must find outlets for their products. 他们必须为自己的产品寻找出路。 来自《现代汉英综合大词典》