Unit One
Lead-in
1 competing 2 variety 3 choose 4 drink 5 consumers
6 compare 7 make decisions 8 respond 9Pollution 10 provides
Passage A
Think About It
1 Yes, of course. For example, I have learned from one ad saying that different 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.
2 Here are some examples: “Smoking is dangerous for people’s health.” “For the safety of your family and yourself, drive carefully.”
3 Yes, I do. They help raise people’s awareness of some public concerns. For instance, nowadays people have become much more conscious about environment protection and public service campaigns play a big part in it.
Read About It
Content Awareness Read And Think
2 Work with your partner and answer the following questions. 1 The Ad Council is a public service organization that helps to solve the most pressing social issues.
2 They can raise people’s awareness, inspire individuals to take action,
and save lives.
3 The purpose of UNCF is to help minority students to graduate from college.
4 They remind people of wearing safety belts.
5 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.
3 Decide whether the following statements are true (T) or false (F) according to the passage. 1 F 2 F 3 T 4 T 5 T
4 Fill in the blanks with the words given below. Change the form where necessary.
1 economic 2 estimated 3 measurable 4inspired 5 maximize 6 motivate 7created 8 distribute 9 concerning 10 abuses
5 Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.
1 by name 2 identify, with 3participate in 4 speak for 5 take, action 6 Fill in each blank 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.
1 awareness 2 recruiting 3 motivate 4 concerning 5 adopt
7 Translate the following sentences into English. 1 I find it increasingly difficult to live within my income.
2 Modern politicians try to reach out to ordinary people in their TV speeches.
3 Pupils should be helped to adopt a positive attitude to life. 4 Everyone in the class is expected to participate in these discussions. 5 If you commit a crime you must expect to be punished.
8 Read and compare the English sentences, paying attention to their italicized parts, and then translate the Chinese sentences by simulating the structure of the English sentences.
1 You may not know how a computer works, but you do know that it is an inseparable part in our daily life.
2 Computers are more than a calculating tool – they enable people to do a lot more things, such as searching for information, communicating with friends online, shopping via the Internet, etc.
3 Since the cartoon was introduced to the Asian market, more and more young people have become his fans.
4 She feels that her mission in life is to help old people.
5 Crime has been on the increase in recent months. Hence, we need more police to protect us.
9 Look at the following public service advertisements. Have a discussion with your partner and share your view on what public
service advertisement can do for us in China. The following words, phrases and sentence patterns may be of help to you.
Public service advertising, with its focus on public welfare, is very popular around the world. Oftentimes we come across public service advertisements with catchy slogans and vivid cartoon characters. The general public like these advertisements. As a matter of fact, many of these advertisements are more than memorable – they raise awareness and inspire people to act in an upright, moral way and engage in philanthropy. They motivate people to join in social struggle between good and evil.
Like elsewhere, public service advertising in China also plays a major
role in improving public welfare. Many public service advertisements have been created to encourage people to say NO to smoking and drug abuse, and to show concern for environment and homeless children etc. Celebrities such as Jackie Chen and Yao Ming have taken an active part in the public service advertising, and for their personal charm, they have influenced a lot of people in doing good to society.
10 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 words and phrases are given to help you.
Public 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 upright, moral way and engage in philanthropy. They motivate 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 service advertising in a rapidly changing media landscape, we need more and better public service advertisements.
Passage B
Think About It
1Some of the advantages of advertisements are:
? a more efficient way to promote products for manufacturers (e.g. launching new products, promotion sales);
? quicker access to potential customers (e.g. advertising on radio and TV, in newspapers and magazines, through ad brochures and instruction sheets, etc);
? convenient for comparing prices and specifications of the commodities advertised by different suppliers; real-time information 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 promoted products);
? negative influence on people’s mind and health (e.g. alcohol and tobacco advertising).
2 I would agree with what happens with regards to emotions. If an ad is capable of striking a consumer right at the heart of his emotions, it’s got to be effective. This is why manufacturers are playing 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 Open. Reference points:
? Many highly promoted “healthy” products sales turn out to be cheating.
? People who look for bargain sales usually feel disappointed and cheated in the end.
Read About It
Content Awareness Read And Think
11 Work with your partner and answer the following questions. 1 They are placed in the classified sections because it is more economical to do so.
2 By acting as sponsors for sports, large companies make their products known to the consumers whereas sports get financial support for development.
3 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 Misleading the public is the most common form of abuse of advertisement.
5 It tries to attract the attention of the viewers by bombarding them with relentless advertisement.
12 Decide whether the following statements are true (T) or false (F) according to the passage. 1 T 2 F 3 T 4 T 5 F
13 Fill in the blanks with the words given below. Change the form where necessary.
1 bargain 2 discard 3 sponsor 4 reveal 5 destructive 6 abuses 7 authorities 8 economical 9 staged 10 eliminate
14 Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.
1 In short 2 weed out 3 comes in contact with 4 turn a blind eye to 5 be taken in
15 Translate the following sentences into English.
1 The old woman was numbed by her son’s death.
2 In the midst of all troubles, he managed to remain cheerful.
3 They managed to carry on their experiments in spite of the difficulties. 4 We have to weed out unqualified applicants. 5 The doctor told him to cut down on smoking.
17 Read each of the following sentences, and fill in the coordinating conjunction that best expresses the relationship between the two complete thoughts. 1 but 2 so 3 for 4 and 5 or
18 Each of the following thoughts is complete by itself, but you can join two of them together to make more interesting sentences. Combine these thoughts into pairs, using and, but, yet, for, so, and or, and write six new sentences on the lines below. Punctuate correctly. 1 Teeth fascinate him, so Jack has decided to become a dentist.
2 He will rent a small apartment by himself, or he will get a large place with a friend.
3 Since the 1840s, American women had fought for the right to vote, yet they did not win that right until 1920
4 A curious crowd gathered on the sidewalk, and live models danced in the store window.
5 They are the best pool players on the block, but they can’t beat my cousin from Cleveland.
6 The ancient Chinese valued peaches, for they believed that eating peaches made a person immortal.
19 Add an idea after each conjunctive adverb. Keep in mind the meaning of furthermore, however, nevertheless, and therefore. The idea you add should help to form an entire sentence that makes sense. 1 they are interesting, articulate people 2 he sleeps with a light on in his room 3 I took the test and got an A 4 I won’t wear the ten-gallon hat 5 we can stay later at the park