2024年5月16日发(作者：魅蓝e处理器)

Unit 14 Advertising

Part A

Communicative Function Agreement or Disagreement

Listen to the conversations, paying attention to the ways people agree and disagree with the

opinions expressed. Decide whether the second speaker agrees or disagrees with the first speaker.

1. a. Agree b. Disagree

2. a. Agree b. Disagree

3. a. Agree b. Disagree

4. a. Agree b. Disagree

5. a. Agree b. Disagree

6. a. Agree b. Disagree

7. a. Agree b. Disagree

8. a. Agree b. Disagree

Script

1. --Do you think we should put an ad in the newspaper to sell our apartment?

--Sure, why not?

2. --Campus Daily isn't very interesting this week.

--You can say that again.

3. --I hear putting an ad in a newspaper costs a lot of money.

--It depends.

4. --In my opinion watching so many TV ads is a waste of time.

--I couldn't agree with you less.

5. --You don't care for commercials on TV, do you?

--I'll say I don't.

6. --Didn't you think the movie we saw last night was fascinating?

--I wouldn't say that.

7. --There'll be a football match between England and France on Channel 10 tonight.

--Are you absolutely sure?

8. --The design of the movie ads appeals to me very much.

--You said it.

Listening Strategy

Listen to the short conversations and choose the right answers to the questions you hear.

Example: --You like to go shopping in the supermarket, don't you?

--Yes, it's so convenient. Besides, things are cheaper.

Q: Does the woman enjoy shopping in the supermarket?

a. Yes b. No

1. a. Yes b. No

2. a. Yes b. No

3. a. Yes b. No

4. a. Yes b. No

5. a. Yes b. No

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6. a. Yes b. No

7. a. Yes b. No

8. a. Yes b. No

Script

1. --How do you like our campus, John?

--Well, it's very large but it's not clean enough.

Q: Does John have a favorable opinion of the campus?

2. --How do you like your English teacher, Li Ming?

--She's very strict and her classes are always well-organized. Besides, she often gives

up her free time for her students.

Q: Does Li Ming like her English teacher?

3. --How did you enjoy your vacation, Jack?

--Although it was short, I visited many museums and art galleries.

Q: Did Jack enjoy his vacation?

4. --Michael, everybody says Professor Fall is a boring teacher. What do you think?

--Everyone falls asleep in his class. And he's hard to talk to.

Q: Is Professor Fall popular among his students?

5. --What's your impression of New York, Barbara?

--I really like the stores and the museums appeal to me, too.

Q: Does Barbara like New York very much?

6. --Do you like living on campus?

--I think so. But sometimes the dorm is so noisy that I can't get anything done.

Q: Does the woman have a completely favorable opinion of living on campus?

7. --Do you think you will major in medicine, Mary?

--I think being a doctor means a lot of study and then working all sorts of hours.

Q: Does Mary want to major in medicine?

8. --How do you like living with your roommates?

--Well, sometimes it's hard to share a room with others but you get along with your

roommates by compromising.

Q: Does the woman get along with her roommates?

Part B

Listening Tasks

A Conversation

Placing an Ad

Script

Placing an Ad

(Ring …Ring … Sound of phone being picked up)

John: Hello, Campus Daily, advertising department. This is John speaking.

Maggie: Hi. I'm calling to place a couple of ads.

John: Sure. Under what classification?

Maggie: Well, I'd like one in the "Roommates Wanted" section.

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John: All right. And how would you like your ad to read?

Maggie: It should read "Female roommate wanted for pleasant, sunny two-bedroom apartment

on Fifth Avenue, three blocks from campus. Share rent and utilities. Available

September first. Call between 5 and and ask for Maggie."

John: Fine. And what about your other ad?

Maggie: That one I'd like under "Merchandise for Sale", and I'd like it to read "Matching blue

sofa and easy chair for sale, excellent condition, $350 or best offer. Call between 5 and

and ask for Maggie." Did you get all that?

John: Uh, huh. You'll want your phone number on these, right?

Maggie: Oh sure. Thanks for reminding me. It's 555-6792.

John: And how long do you want these ads to run?

Maggie: For a week, I guess. How much would that be?

John: Let's see—it's $8 a week per line. Your two ads will both take up three lines, so that's $24

per ad.

Maggie: All right.

the paper.

Exercise 1: Listening for general understanding

Listen to the recording once and choose the right answers to the questions you hear.

1. Who are the two speakers in the telephone conversation?

a. A newspaperman and a reader.

b. An advertising agent and a client.

c. A real estate agent and a tenant.

d. A shop assistant and a customer.

2. What is Maggie doing in the conversation?

a. She is applying to work for a newspaper.

b. She is trying to sell her apartment through a local newspaper.

c. She is running the ads column of a campus newspaper.

d. She is having two ads run in a school newspaper.

3. What can you infer about Maggie?

a. She will graduate soon.

b. She feels lonely living in an apartment all by herself.

c. She will move out of a two-bedroom apartment.

d. She might be unable to afford a two-bedroom apartment alone.

Exercise 2: Listening for details

Listen to the recording once again and fill in the blanks with the missing information.

1) Roommate Wanted

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2) Female roommate wanted for pleasant, sunny two-bedroom apartment on 3) Fifth Avenue, 4)

three blocks from campus. Share 5) rent and utilities. Available 6) September 1st. Call Maggie at

7) 555-6792 between 8) 5 and 9)

Merchandise 10) for Sale

Matching blue 11) sofa and 12) easy chair for sale, 13) excellent

condition, 14) $350 or best 15) offer. Call Maggie at 16) 555-6792 between 17) 5 and 18) 9

p.m.

Part C

Additional Listening

A Passage Different Kinds of Advertising

Listen to the passage and fill in the blanks with the missing information.

Major Differences between Television Advertising and Newspaper Advertising

Television advertising Newspaper advertising

1. the most expensive 1. the cheapest

2. generally used by big companies 2. often used by small companies

3. can reach a large audience 3. enjoys wide circulation

Script

Different Kinds of Advertising

Advertising is an important part of marketing. Very few companies are able to sell a product

without advertising. It is possible, but very unlikely. There are many different kinds of advertising.

The simplest is called promotion. Promotion is using brochures or pamphlets to advertise. Theses

can be handed to people on the street or they can be mailed. If they are mailed, it is called direct

mail advertising. After direct mail advertising, there are: newspaper advertising, radio advertising,

magazine advertising and television advertising. Newspaper advertising is the cheapest kind,

while television is the most expensive.

Television ads are generally used by large companies selling a product to a large market

segment. Television advertising can be very successful because it reaches such a large audience.

Small companies may find television advertising too expensive, so they often use newspapers to

advertise. However, large companies also like newspapers because of their wide circulation.

Part D

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Test Your Listening

A Compound Dictation

Listen to the passage three times and supply the missing information.

Advertising is an important part of the free enterprise 1) system. This is because different

businesses are 2) competing for the same market. For this reason, they buy advertising 3) space in

newspapers or magazines and advertising time on radio or TV. They each hope that advertisements

will increase 4) demand for their products.

In order to do well in the market, advertisers need to decide on a target; in other words, who

are possible 5) buyers for their product? For example, what is the age and sex of their target

group? How much education do they have? What are their political 6) beliefs and values? How

much money do they make? Some companies such as McDonald’s target various groups, so they

have many different ads—one for 7) teenagers, one for families and several in different

languages.

8) After advertisers decide on who, they need to determine where. What is a good place for

their advertisement? Sellers of toys often advertise during children’s TV programs on Saturday

morning. Sellers of expensive clothing advertise in Vogue and other fashion magazines.

9) Advertisers also need to think about people’s motivation—their reasons for buying

something. What makes people buy one product but not another? There are many possible reasons:

health, profit, love, entertainment, etc. A study of advertising can also be a study of psychology. 10)

When we think about the products that people buy, we learn about their needs, wants, fears, and

values.

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