1、大學(xué)體驗英語第三版unit3Listen and TalkKey :1. competing; 2. variety; 3. choose; 4. drink; 5. consumers;6. compare; 7. make decisions; 8. respond; 9. Pollution 10. ProvidesPassage ARead the Text: The Ad Council at a GlanceThink About It1 Answer:Yes, of course. For example, I have learned from one ad saying th

2、atdifferent 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.s health. 2 Answer:Here are some examples: Smoking is dangerous for people' For the safety of

3、 your family and yourself, drive carefully.3 Answer:Yes, I do. They help raise people' s awarenesos mofe s public concerns.For instance, nowadays people have become much more conscious aboutenvironment protection and public service campaigns play a big part in it.Read and think1. Work with your

4、partner and answer the following questions1 Answer: The Ad Council is a public service organization that helps to solve the mostpressing social issues.2 Answer:They can raise peoples awareness, inspire individuals to take action, and savelives.3 Answer: The purpose of UNCF is to help minority studen

5、ts to graduate from college.4 Answer:They remind people of wearing safety belts.5 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 think2. Decide wh

6、ether the following statements are true (T) or false (F) according to the passage.Anwser : 1.F, 2.F, 3.T, 4.T, 5.TLanguage FocusRead and complete3. Fill in the blanks with the words given below. Change the form where necessary.Anwser : 1.economic2. estimated3. measurable4. inspired5. maximize6. moti

7、vate7. created8. distribute9. concerning 10. AbusesRead and complete4. Complete the following sentences with phrases or expressions from the passage. Changethe form where necessary.Anwser : 1. by name2. identify, with3. participate in4. speak for5. take, actionRead and complete5. Fill in each blank

8、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. awareness2. recruiting 3. motivate 4. concerning 5. AdoptRead and translate6. Trans

9、late 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:Pup

10、ils 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 simulate7. Read and compare the Englis

11、h sentences, paying attention to the italicized parts andtranslate the Chinese sentences by simulating the structure of the English sentences.1 Answer:Youmay not know how a computer works,but you do know that it is an inseparable partin our daily life.2 Answer:Computers are more thana calculating to

12、ol 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 cartoonwas introduced tothe Asian market, more and more young peoplehave become his fans.4 Answer:She feels that hermission in life i

13、s to help old peopleHence , we need more police to protect5 Answer:Crime has been on the increase in recent months.us.Write about it9. Write a short passage of around 80 words explaining the functions of public service advertisements. The following two points should be included and the possible key

14、words and phrases are given to help youReference KeyPublic service advertising plays a very important role in every country. It usually targets at one of the most pressing social issues. Different kinds of public service advertisements are created to raise awareness, inspire people to act in an upri

15、ght, moral way and engage in philanthropy. Theymotivate people to join in social struggle between good and evil.In the Internet age, advertising has been developing fast along with the advancement of information technology. To remain committed and vigilant in establishing a foothold for public servi

16、ce advertising in a rapidly changing media landscape, we need more and better public service advertisements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

17、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)”?；饡I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

18、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

19、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

20、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 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

21、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 BThink About It: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

22、 products, promotion sales); quicker access to potential customers (e.g. advertising on radio and TV, in newspapers andmagazines, through ad brochures and instruction sheets, etc); convenient for comparing prices and specifications of the commodities advertised by different suppliers; real-time info

23、rmation 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 prom

24、otedproducts); 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 aconsumer right at the

25、heart of his emotions, it' s got to be effective. This is why manufacturers areplaying 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:

26、Open. Reference points: Many highly promoted healthy products sales turn out to be cheating. People who look for bargain salesusually feel disappointed and cheated in the end.Read and think1. Work with your partner and answer the following questions.1. Where are most advertisements placed in a newsp

27、aper 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 de

28、velopment.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

29、 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.Rea

30、d and complete2. 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.F3. Fill in the blanks with the words given below. Change the form where necessary.Anwser : 1.bargain 2. discard 3. sponsor 4.reveal 5. destructive6. abuse7. aut

31、horities8. economical9. staged10. EliminateRead and translate5. Translate the following sentences into English.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.

32、 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 PracticeThe following

33、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 rallysupport / for World War II-related effortsand stimulate action on those issues

34、 / through communications programs / that make as Board ofmeasurable difference / in our society.3 Answer:In 1995, / to maximize the impact of all of the campaigns, / The Ad CouncilDirectors / voted unanimously / to adopt a new, ten-year initiative / to help Americans / whocan ' t speak for them

35、selvesour children.4 Answer:The Ad Counc il ' s pledge / is to remain committed and vigilant / in establishing afoothold / for public service advertising / in a rapidly changing media landscape.5 Answer:These new messages are designed / to inform, inspire and involve all Americans / toparticipate 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