Unit9

Advertising商務(wù)英語(yǔ)視聽(tīng)說(shuō)（第2冊(cè)）（第二版）新視界商務(wù)英語(yǔ)系列教材中國(guó)人民大學(xué)出版社PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkWhatIsOnlineAdvertising1.Watchthefollowingvideoclipandanswerthequestions.PartVIOralPracticedeliver/d??l?v?(r)/v.totakegoods,letters,etc.tothepersonorpeopletheyhavebeensentto;totakesb.somewhere遞送；投遞；運(yùn)送(TEM-4,CET-4)eg.Leafletshavebeendeliveredtoeveryhousehold.promotional/pr??m????n(?)l/adj.connectedwithactivitiestomakeaproductoreventpopularorsuccessful,especiallybyadvertising.促銷的，推廣的(TEM-4)eg.Newrulesonamateurismallowpaymentforpromotionalwork.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkWhatIsOnlineAdvertising1.Watchthefollowingvideoclipandanswerthequestions.PartVIOralPracticebrowser/'bra?z?(r)/n.apieceofcomputersoftwarethatyouusetosearchforinformationontheInternet,especiallyontheWorldWideWeb瀏覽器(TEM-8,CET-4)eg.Youneedanup-to-dateWebbrowser.segment/'seɡm(xù)?nt/v.todividesth.intopartsthataredifferentfromeachother分割；劃分eg.Theotherchildrenstoodaroundthecircle,oneineachsegment.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkWhatIsOnlineAdvertising1.Watchthefollowingvideoclipandanswerthequestions.PartVIOralPractice(1)Whatdoesonlineadvertisingreferto?(2)Whataretheadvantagesofonlineadvertising?(3)Whatisthemaingoalofonlineadvertising?

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkCross-CulturalAdvertising2.Readthefollowingpassageanddiscussthequestions.PartVIOralPracticeoverwhelming?/???v??welm??/?adj.havingsuchagreateffectonyouthatyoufeelconfusedanddonotknowhowtoreact難以抗拒的；令人不知所措的(TEM-4,CET-6)eg.Theoverwhelmingmajorityofthosepresentwereinfavouroftheplan.societal?/s??sa??tl/?adj.relatingtoaparticularsociety社會(huì)的eg.Ifthisprovesfeasible,thesocietalbenefitscouldbelarge.internationalization?/??nt??n??n?la??ze??n/?n.theactofbringingsth.underinternationalcontrol國(guó)際化(CET-4)eg.Finally,weneedtoconfiguretheinternationalizationmanagementpolicies.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkPartVIOralPractice

Cross-CulturalAdvertising2.Readthefollowingpassageanddiscussthequestions.(1)Discussthedefinitionsofinternationalizationandlocalization.(2)Whyisadvertisinginaperson’sfirstlanguagemuchmoreefficient?(3)Whatdoyouthinkisthemostimportantthingwhenadvertisersaretryingtoadvertisecross-culturally?PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationOnePartVIOralPracticeConversationOneConversationTwoConversationThree

telecast?/?telikɑ?st/?v.tobroadcastontelevision電視廣播，用電視播送(CET-4)eg.Theeventwillbetelecastsimultaneouslytonearly150cities.proposal/pr?'p??z(?)l/n.aplanoranidea,oftenaformalorwrittenone,whichissuggestedforpeopletothinkaboutanddecideupon（常為正式書(shū)面的）提議(TEM-4,CET-4)eg.Yourproposalwillbeputtotheboardofdirectors.PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationOnePartVIOralPracticeConversationOneConversationTwoConversationThree

wrap/r?p/n.thecovering(usuallypaperorcellophane)inwhichsth.iswrapped包裹；外套；包裝(TEM-4,CET-4)eg.Itlookedasthoughtheplasticwrapwasmouldedtothefruit.skywriting/'ska??ra?t??/n.writingformedintheskybysmokereleasedfromanairplane空中文字；空中廣告eg.Traditionalskywritinglettersare3,000feethighandtakelongertowrite.PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationOnePartVIOralPractice(1)WheredoesMikewanttotelecasttheadvertisement?A.AttheChinaNetworkTelevision.B.AttheCentralBroadcastingStation.C.AttheCentralTelevisionStation.D.Atthelocaltelevisionstation.

(2)WhendoesMikeplantotelecasttheadvertisement?A.Atthebeginningoftheyear.B.OnthefifthofJune.C.Asearlyaspossible.D.Onemonthlater.(3)Whyisitdifficulttomakethearrangementsimmediately?A.MikehasalreadybegunsellingproductsinChina.B.MikecontactedOrsontoolate.C.Mikewantstoleteveryoneknowabouttheirproducts.D.Orsonplanstomakemanytests.(4)WhatareOrson’sproposalstoadvertiseproducts?A.Advertisementsonbusesandcars.B.Advertisementsonthesideofbuildingsandotherstructures.C.Advertisementsfrombenchadstoskywriting.D.Alloftheoutdooradvertisingoptions.ConversationOneConversationTwoConversationThree

CCBDPartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationTwoPartVIOralPracticeConversationOneConversationTwoConversationThree

shopaholic?/???p??h?l?k/?

n.someonewhogreatlyenjoysgoingshoppingandbuyingthings,orwhocannotstopthemselvesfromdoingthis購(gòu)物狂(CET-4)eg.Areyoua“shopaholic”orcanyoucontrolyourshoppingurges?impulse?/??mp?ls/?n.asuddenstrongdesiretodosth.withoutthinkingaboutwhetheritisasensiblethingtodo沖動(dòng)；突然的欲望(TEM-4,CET-4)eg.Theyglancedateachother,andretreatedastepbyacommonandunconsciousimpulse.PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationTwoPartVIOralPractice

M:So,Melissa,thisweekwe’retalkingaboutbuyingthings.Now,

,areyouoneofthosepeoplethatarelikeshopaholics?Youbuythingsyoudon’tneed?W:Yes,butrecentlyI’vebeentryingto

thathabit.M:So,whatinfluencesyoumosttobuysomething?Isitlikecommercialsorisjust

?W:Ithinkit’skindofjusthavingthemoneyandfeelinglike

.M:So,it’sareward?W:Yeah,it’salwaysarewardforsomething.M:Well,howpersuadedareyoutobuysomethingbycommercialsoradvertisingorthingslikethat?W:Definitely

persuademetobuyit.LikeI’llseeafoodcommercialorevenapictureofdeliciouslylookingfoodandI’llwanttohaveit,soIhavetwoorthree__________overjustthepastmonthwhereIsawanadforfoodandIwentandboughtit.M:Oh,really?Likewhatdidyoubuy?W:

andchocolate,ofcourse.M:Oh,Isee.ConversationOneConversationTwoConversationThree

intermsofshoppingveerawayfromimpulseIdeserveitfoodcommercialsconcreteexamplesFastfoodPartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationThreePartVIOralPracticeConversationOneConversationTwoConversationThree

classifieds?/'kl?sifaidz/?n.thesameasclassifiedadvertisements;thesectioninanewspaperwithsmalladvertisementsarrangedingroupsaccordingtotheirsubject,thatareplacedbypeopleorsmallcompanieswhowanttobuyorsellsth.,findorofferajob,etc.分類廣告(TEM-4,CET-6)eg.It’scommonforcompaniestopostjobopeningsontheirwebsitesandinnewspaperclassifieds.directory?/d??rekt?ri/?n.abookcontaininglistsofinformation,usuallyinalphabeticalorder,forexample,people’stelephonenumbersorthenamesandaddressesofbusinessesinaparticulararea名錄；電話號(hào)碼簿；公司名錄(TEM-4,CET-6)eg.YoucanuseadirectoryservicetosearchforpeopleontheInternet.substrate/'s?bstre?t/n.asubstanceorlayerwhichisundersth.oronwhichsth.happens底物；底層；基底eg.Researchersarebuildingthesurfacesoutofmetallicmaterialsonasubstrate.PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationThreePartVIOralPractice

A:Marketclassifieds,howmayIhelpyou?B:Yes,Iwouldliketofindoutabout____________________inyourdirectory.Canyoutellmealittleaboutyourratesforadvertisements?A:Certainly.Ouradvertisingratesaredividedaccordingtosize,substrate,andlocation.Ifyouareacorporatepartnerwithourpublication,wecanofferyou_____________.Also,ourratesaredifferentaccordingtowhichpublicationyouwishtoadvertisein.Ourfalleditionis_________thespringedition.Whenwereyoulookingtoadvertise?B:Wewouldliketogetinwiththefallpublicationifpossible.A:Wecandothat,timingmightbe__________becauseourpressdayisOctober26th,butitcanbedone.Doyouhaveapredetermineddesign?Youcanuseeither_________________orifitismorethanconvenientforyou,wehaveateamofin-housegraphicdesignersthatcanputsomethingtogetherforyou.B:Thatwon’tbenecessary,wealreadyhave_________.Ifwerunafullpageadinyourfalleditiononanormalglosspaper,tricolor,whatdoyouthinkthatwillrunme?A:Itdependsonthelocationinthematerial.Areyouinterestedinthefrontorbackpagead?Thosewereprimespots.Wealsohave6tabpagespositions___________.B:Ithinkatabspotwouldbenice.A:Foracustomersupplieddesign,fullpagetabpagead,you’relookingatabout705dollars.ConversationOneConversationTwoConversationThree

placinganadvertisementaslightdiscountpricierthanalittletightyourowndesignerstheimageavailablePartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkCovertAdvertisingUsingSocialMediaPartVIOralPracticeNewsOne

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covert/'k?v?t/adj.secretorhidden,makingitdifficulttonotice隱秘的(TEM-8)eg.Hestoleacovertglanceatheracrossthetable.accusation/??kjJ'ze??(?)n/?n.astatementsayingthatsomeoneisguiltyofacrimeorofdoingsth.wrong控告，指控；指責(zé)(TEM-4,CET-6)eg.Idon'twanttomakeanaccusationuntilIhavesomeproof.leak/li?k/n.asituationinwhichsecretinformationisdeliberatelygiventoanewspaper,televisioncompany,etc.透露，泄露(TEM-4,CET-4)eg.Waterhadstartedtoleakintothecellar.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkCovertAdvertisingUsingSocialMediaPartVIOralPracticeNewsOne

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unanimously/ju?n?n?m?sli/adv.agreeingcompletelyaboutsth.一致同意地，意見(jiàn)一致地(TEM-4,CET-6)eg.Theboardofdirectorshasapprovedthedecisionunanimously.buzz/b?z/?n.alotofactivity,noise,andexcitement喧鬧；興奮(TEM-4,CET-6)eg.Thebuzzofconversationsuddenlystoppedwhenshecameintotheroom.backfire/?b?k'fa??(r)/v.tohavetheoppositeeffecttotheoneintended,withbadordangerousresults產(chǎn)生事與愿違的不良（或危險(xiǎn)）后果(TEM-8)eg.Scientiststellusthiscanbackfireandactuallyhaveanegativeimpactonourwellbeing.PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkCovertAdvertisingUsingSocialMediaPartVIOralPracticeNewsOne

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Write“T”fortrueand“F”forfalse.(1)Accusationshavebeenleveledagainstaleadingmanufacturerofmusicplayers.(2)Thecompanyhasdeniedtheseclaimssayingtheleakswereinsistent.(3)AleadingexpertfromAmsterdamthinksitdefinitelylookslikeawell-thoughtmarketingtactic.(4)Inthelongtermwedon’tfeelasagroupunanimouslythatyoucannotlietopeoplebecausethatwillruinyourreputation.(5)Allinallwethinkit’saverybadideabothstrategicallyaswellastactically.(6)Youmightgenerateshorttermtechnicallyquitesomebuzz,quitesomeawarenessandattentionforaproductthroughcovertadvertising.

TFTFTTPartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkBBCNewsCliponCommercializationinSchoolsPartVIOralPractice

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guideline?/?ɡa?dla?n/?n.rulesorinstructionsaboutthebestwaytodosth.指導(dǎo)方針，指導(dǎo)原則(CET-4)eg.AwrittenIQtestismerelyaguideline.manipulate?/m??n?pjule?t/?v.tomakesomeonethinkandbehaveexactlyasyouwantthemto,byskillfullydeceivingorinfluencingthem操縱，控制(TEM-4,CET-4)eg.Scientistswouldsoonbeabletomanipulatehumangenestocontroltheagingprocess.sponsorship?/?sp?ns???p/?n.financialsupportforanactivityorevent（對(duì)活動(dòng)或賽事的）贊助，資助(CET-4)eg.Industrialsponsorshipisasupplementtogovernmentfunding.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkBBCNewsCliponCommercializationinSchoolsPartVIOralPractice

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TheNationalUnionofTeachersItisatradeunionforschoolteachersinEngland,Wales,theChannelIslandsandtheIsleofMan.ItisamemberoftheTradesUnionCongress.TheUnionrecruitsonlyqualifiedteachersandthosetrainingtobequalifiedteachersintomembershipandcurrentlyhasalmost400,000members,makingitthelargestteachers’unionintheUnitedKingdom.英國(guó)全國(guó)教師聯(lián)合會(huì)是英格蘭、威爾士、海峽群島和馬恩島學(xué)校教師的工會(huì)。它是英國(guó)工會(huì)聯(lián)盟的成員組織。該教師聯(lián)合會(huì)只招收合格的教師和那些正在接受培訓(xùn)以成為合格教師的人，目前有近40萬(wàn)名成員，是英國(guó)最大的教師工會(huì)。PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkBBCNewsCliponCommercializationinSchoolsPartVIOralPractice

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NatWestNationalWestminsterBankwasestablishedin1968.ItisalargeretailandcommercialbankintheUnitedKingdom.國(guó)民西敏寺銀行成立于1968年，是英國(guó)一家大型零售和商業(yè)銀行。

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkBBCNewsCliponCommercializationinSchoolsPartVIOralPractice

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(1)Theattitudeoftheteachinguniontowardadvertisinginschoolsis______.A.trustworthy B.positive C.critical D.skeptical(2)Whatdoestheteachingunionadvocatetopreventstudentsbeingmanipulatedbyadvertising?A.Theywelcometheinvolvementofcompaniesinschools.B.Businessescanoffersomemarketingmessagesinschools.C.Studentsneedclearguidanceonhowtheygeteducationproducts.D.UK-wideguidelinesareneeded.(3)Whatdocompaniessayinresponsetotheteachingunion’sclaim?A.It’saboutbudgets.B.Theyaregoingtodelivertheirmoneysenseprogram.C.Theschoolwasapproachedbythecompanyofferingeducationproducts.D.They’reprovidingschoolswithmuch-neededfinancialhelp.

CDD(4)Teachingunionsthinkschoolsneedclearguidanceon_____.A.howsponsorship,howcommercialcompaniescanbeinvolvedinschools.B.howcompaniescandelivertheirmoneysenseprogram.C.theinvolvementofcompaniesinschools.D.lookingatwaystoplugholesintheirbudgets.APartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkBBCNewsCliponCommercializationinSchoolsPartVIOralPractice

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(5)WhichofthefollowingisNOTtrue?A.Britain’sbiggestteachingunionsaysbusinesseshavetoomuchinfluenceintheclassroom.B.Aroundsixty-fivepercentofschoolsintheUKhavetakenupthebanks’offertocomeintotheirclassrooms.C.Notallschoolsarehappytobeinvolvedwithbusiness.D.Teachersdon’twelcometheinvolvementofcompaniesinschools.

DPartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkPassageOnePartVIOralPractice

PassageOnePassageTwo

flair/fle?(r)/n.anaturalabilitytodosth.verywell天賦，天分，才能(TEM-8)eg.Hewasabornmechanicwithaflairfordesign.subsist/s?b?s?st/v.tostayalivewhenyouonlyhavesmallamountsoffoodormoney維持生活；生存下去(CET-6)eg.Oldpeopleoftensubsistonverysmallincomes.column/'k?l?m/n.anarticleonaparticularsubjectorbyaparticularwriterthatappearsregularlyinanewspaperormagazine（報(bào)紙或雜志的）專欄(TEM-4,CET-4)eg.Thiscolumndisplaysthetitleofthemailmessage.throwmoneyaround

大手大腳地花錢

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkPassageOnePartVIOralPractice

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Listentothepassageandanswerthequestions.(1)Whyareadvertisersalwayscominginforcriticism?(2)Whatwouldconsumershavetodoifadvertisingcreatemassmarketsforproducts?(3)Wheredoesourknowledgeabouthouseholdgoodsderivefrom?(4)Whatisthemajorpositivecontributionofadvertisingtoourpockets?(5)Whatcanconsumersdointhe“hatch,matchanddispatch”column?

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkPassageTwoPartVIOralPractice

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coordinate/k??'??d?ne?t/v.toorganizeanactivitysothatthepeopleinvolvedinitworkwelltogetherandachieveagoodresult協(xié)調(diào)(TEM-4,CET-4)eg.Theyappointedanewmanagertocoordinatetheworkoftheteam.bang/b??/n.asuddenloudnoisecausedbysth.suchasagunoranobjecthittingahardsurface重?fù)?；突然巨?TEM-4,CET-4)eg.Suddenlytherewasaloudbang.buck/b?k/n.aUS,orAustraliandollar美元；澳元(TEM-4,CET-6)eg.Thatwouldprobablycostyouaboutfiftybucks.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkPassageTwoPartVIOralPractice

PassageOnePassageTwo

(1)Whydowesaythatadvertisingisasomewhatfrustratingmarketingtool?A.Advertisingistoocomplicated.B.Weshouldspendsomuchmoneyonadvertising.C.Itisinconvenienttoadvertiseproductsthroughmedia.D.Advertisingoftenleavesuswithunsettlingquestions.(2)Whichstatementistrueaccordingtothepassage?A.Advertisingenablesustolaunchnewproductsandservices.B.Whenitcomestoadvertising,therearestandardanswers.C.Youcanensurethatyourdollarsaregeneratingareturnbyadvertising.D.Itisnotnecessarytotakecontrolofyouradvertisingefforts.(3)Whatisthefirstandforemoststepinadvertising?A.Toreachtherightmarket.B.Togettherightreactionoractionfromthemarket.C.Topromptthisreactionoractioninadvertisingcampaign.D.Tostartwiththeendinmind.(4)Havingtherightplanmeans_________.A.lookingatadvertisingasonepartofyourmarketingplan.B.coordinatingyoureffortstogetthemostbangoutofyourbuck.C.youradvertisingeffortsfittingintoallcurrentmarketingactivity.D.coordinatingyoureffortstoconcludeafact-findingmission.

DADBPartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkMini-TalkPartVIOralPractice

Inthemoderninformationera,onecan’tavoidbeingsurroundedbyvariouskindsofadvertisements.Theyserveas(1)_________betweenmanufacturersandconsumers.Byadvertising,manufacturerscaneasilyintroducetheirproductsand(2)______________ofconsumers.Ontheotherhand,consumerswillhavemoreopportunitiestogettoknowmoreaboutthethingstheyareinterestedin.However,therearestilllotsofpeoplewho(3)_______thatmanyofthewordsinadvertisementsarerather(4)__________.Somemanufacturersspendfartoomuchmoneyonadvertisingtheirproductswit