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北师大版高中英语新教材（选择性必修第三册）课文（Unit6LESSON3）Lesson3The AdvertisingGame第三课广告竞赛
一、单词回顾The
1.（广告）industry startedwith the
2.（根本的）purpose ofpromoting andselling goods to people who might need them.Advertising
3.（代理处）would createabasic typeof
4.（广告）known asa5（.商业的）advertisement.Such advertisementshave gone through a processof changeover theyears alongwith social,economicand
6.______________________（技术的）developments.Classic advertisementsused togive informationabout findingcertain products.It waslikely to be the name of a company,part ofwhich might include the name oftheplace fromwhich the product
7.（仓造）.For example,it could be Shanghai
8.（缝纫）Machines,or TsingTao Beer
9.（公司）From the name you would knowwhatthe companysells,where theyare
10.（位于），and thename of the product.Advertising agenciesused to create thiskind ofadvertising and it couldbe very
11.（有效）.But thenthey realisedthat itmight notbe
12.（合适的）for a marketplace where products and services are in directcompetitionwith each other.Particularly now,in moderntimes,advertisements needto
13._________________________________（吸弓I）and holdthe attentionof thepublic.For thisreason,its nownormal tosee advertisements that consistof picturesorwords fromexperts toshow peoplehow goodthe productis.Others tryto createadvertisementsthat people simply enjoy looking at.As present-day
14.（广告商）often havelarge
15._____________________________________（预算）,hugeamounts of money arespent on applying modern design techniques to make theseadvertisements as
16._____________（视觉地）attractive aspossible.However,even thisis oftennot enoughto benoticed in a modern city.Because of the
17.（增长）in advertising,people areused toseeing ahighstandard ofvisual design.Modern advertisements need somethingelse toseparatethem fromtheir competitors.To standout ina world of
18.____________（竞争性强的）advertising,they must
19.（结合）the highest standardof designwith creativeways to make people believe that they“must havetheproduct”.For example,some advertisementsmay suggestthat buying a car canmake you free.That is,they usethe conceptof
20.（自由）to sellthe car.Other commonideas includehappiness,wealth andsuccess.In fact,in theworld of advertisements,such contentis as old as advertising itself.For manyof todaysadvertisers,repeating oldideas isnot asuccessfulapproach.Ideas thatwould workin thepast
21.（真正地）are not as effectivenow.They realisethat itdoes notmatter howattractive theidea
22.（把…联系起来）withthe productis-most peopleknow and
23.（预期；预料）thatthe main purpose of theadvertisement is to make customers buy the product.Instead,these advertiserslookfor other ways to make peoplenotice theirproducts.The topadvertisers oftodaybelieve thatusing humouras wellas newand unusualideas tosurprise peopleisimportant.Their aimis to create something that has never been seen before and thatpeoplefind interesting.By doingthis,they hopeto make people forgetthat someoneis trying to sell themsomething!However,not alladvertising isabout sellingproducts and services for a
24.（禾Ll润）.Some advertisementsnowadays aimto makea contributionto society and
25.____________________________（福禾）.For example,there arepublicadvertisements,which encouragecitizens to
26.（参力口）in improvingtheir
27.____________________________（社区）,protecting theenvironment,andhelping other people.Over thelast decade,the governmenthas
28.（赞助）advertisements to educate the public on fighting AIDS,saving water,helping thepoor,giving upsmoking,etc.These advertisementshave helpedtoincrease public knowledge about topics thatused to be ignoredby most people,andthis has made our society a better placefor everyone.
二、短语The advertisingindustry startedwith thefundamental purpose of promotingandselling goodsto peoplewho mightneed them.Advertising agencieswouldcreate abasic typeof advertisementknown asa commercialadvertisement.Suchadvertisements have
1.（经历）a processof changeover theyears alongwith social,economic andtechnological developments.Classic advertisementsused togive informationabout findingcertain products.It
2.____________________（有可能是）thename ofa company,part ofwhichmight includethename oftheplace fromwhich the product originated.For example,it couldbe ShanghaiSewing Machines,or TsingTao BeerCorporation”.Fromthe name youwould know whatthe companysells,where theyare located,and thenameofthe product.Advertising agencies
3.____________（过去常常）create thiskind ofadvertising andit couldbe very effective.But thenthey realisedthat itmight notbesuitable foramarketplacewhereproducts andservicesare
4.（直接竞争）with eachother.Particularly now,in moderntimes,advertisementsneed to attract and
5.（保持公众的注意力）.For thisreason,its nownormal toseeadvertisements that
6.（由..・构成）pictures orwords fromexperts toshow peoplehow goodthe productis.Others trytocreateadvertisementsthat peoplesimply enjoylooking at.Aspresent-day advertisers often have
7.（大量预算）,
8.（大量的）money arespentonapplyingmoderndesigntechniques to make theseadvertisements asvisually attractive aspossible.However,even thisis oftennot enoughtobenoticedin a moderncity.Because ofthe boostin advertising,people areused toseeing
9.（高标准的）visual design.Modern advertisementsneed somethingelse toseparatethem fromtheir competitors.To10（.凸显出来）ina world ofcompetitive advertising,they mustcombine thehighest standardof designwith creativeways to make peoplebelievethat they“must havethe product”.For example,some advertisementsmaysuggest that buyinga carcan make youfree.That is,they use11（.自由的概念）to sellthe car.Other commonideas includehappiness,wealth andsuccess.In fact,in theworldof advertisements,such contentis asold asadvertising itself.For manyof todaysadvertisers,repeating oldideas isnotasuccessfulapproach.Ideas thatwould workin thepast genuinelyare notas effectivenow.They realisethat itdoes notmatter howattractive theidea linkedwith the productis-most peopleknow andanticipate thatthe mainpurposeofthe advertisementis tomakecustomers buytheproduct.Instead,these advertiserslook forotherways tomake peoplenotice theirproducts.The topadvertisers oftoday believethat usinghumouras wellas newand unusualideas tosurprise peopleis important.Their aimis tocreate somethingthat hasnever beenseen beforeandthat peoplefindinteresting.By doingthis,they hopeto makepeople forgetthat someoneistrying tosell themsomething!However,not alladvertising isabout sellingproducts andservices
12.为了利益.Some advertisementsnowadays aimto
13.为社会和福利做贡献.For example,there arepublic advertisements,whichencourage citizensto participatein improvingtheir neighbourhood,protecting theenvironment,and helpingotherpeople.
14.在过去的十多年里，the governmenthas sponsored9advertisements to educate thepublicon fightingAIDS,saving water,helping thepoor,giving upsmoking,etc.These advertisementshave helpedto increasepublicknowledgeabouttopics thatused tobe ignoredby mostpeople,and thishasmadeoursociety abetter place foreveryone.
三、语法填空The advertisingindustry startedwith thefundamental purposeof promotingandsellinggoodstopeoplewhomightneedthem.Advertising agencieswouldcreate abasic typeofadvertisement
1.________________________know asacommercial advertisement.Such advertisementshavegonethroughaprocess ofchangeover theyears alongwith social,economic and
2.technologydevelopments.Classic advertisementsused togive informationabout findingcertain products.It waslikely tobe thenameofacompany,part of
3.mightincludethenameof theplace
4.which theproduct originated.For example,it couldbe ShanghaiSewingMachines,or TsingTao BeerCorporation”.From thenameyouwouldknowwhatthe companysells,where theyare located,and thenameoftheproduct.Advertising agenciesused tocreate thiskind ofadvertisinganditcouldbevery
5.effect.But thenthey realisedthat itmight notbe suitableforamarketplacewhere products andservicesareindirect
6.compete witheachother.Particularlynow,in moderntimes,advertisementsneedtoattractand holdthe attentionof thepublic.For thisreason,its nownormal tosee advertisementsthat consistof picturesorwords fromexperts toshow peoplehow goodtheproductis.Others tryto createadvertisementsthatpeoplesimplyenjoylookingat.As present-day advertisersoftenhave large
7.budget,huge amountsofmoney
8.spend onapplyingmodern designtechniquestomaketheseadvertisements asvisuallyattractiveaspossible.However,even thisis oftennot enoughtobenoticed inamoderncity.Because ofthe boostin advertising,people areused toseeing ahigh standardofvisual design.Modern advertisementsneed somethingelse toseparate them
9.their competitors.To standout inaworldofcompetitive advertising,they mustcombine thehigheststandardof designwithcreative waystomakepeoplebelievethat they“must havetheproduct”.Forexample,some advertisementsmay suggestthatbuyingacarcanmakeyoufree.That is,they usethe conceptof freedomtosellthecar.Other commonideas includehappiness,wealth andsuccess.In fact,in theworldofadvertisements,such contentisasoldasadvertisingitself.For manyof todaysadvertisers,repeating oldideas isnot
10.____________successful approach.Ideas thatwould workin thepast genuinelyare notas effectivenow.They realisethat itdoes notmatter howattractive theidea linkedwith theproductis-mostpeopleknow andanticipate thatthemainpurposeoftheadvertisementistomakecustomersbuytheproduct.Instead,these advertiserslookfor otherwaystomakepeoplenotice theirproducts.The topadvertisersoftodaybelieve thatusing humouras wellas newand unusualideas tosurprise peopleisimportant.Their aimistocreatesomethingthathasneverbeenseenbeforeand thatpeoplefind interesting.By doingthis,they hopetomakepeople forgetthat someoneistryingtosell themsomething!However,not alladvertising isabout sellingproductsandservices fora profit.Some advertisementsnowadays aimtomakea contributionto societyand welfare.For example,there arepublic advertisements,which encouragecitizens toparticipatein improvingtheir neighbourhood,protecting theenvironment,andhelping otherpeople.Over thelast decade,the governmenthas sponsoredadvertisementstoeducatethe publicon fightingAIDS,saving water,helping thepoor,giving upsmoking,etc.These advertisementshave helpedto increasepublicknowledge abouttopics thatused tobe ignoredby mostpeople,and thishas madeoursocietyabetter placefor everyone.
四、翻译However,not alladvertising isabout sellingproductsandservices fora profit.Some advertisementsnowadays aimtomakea contributionto societyand welfare.For example,there arepublic advertisements,which encouragecitizens toparticipatein improvingtheir neighbourhood,protecting theenvironment,andhelping otherpeople.Over thelast decade,the governmenthas sponsoredadvertisementstoeducatethepubliconfightingAIDS,saving water,helping thepoor,giving upsmoking,etc.These advertisementshave helpedto increasepublicknowledge abouttopicsthatused tobe ignoredby mostpeople,and thishas madeoursocietyabetterplacefor everyone.。
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