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Unit6You aregoing tohear a short passageabout advertising.Listen to the passagecarefully andnote downwhatyou hear.Pay attentionto thestructure ofyour notes.Then interpretyour notesin thetarget language.AdvertisingAdvertising reachespeople throughvarious formsof massmedia.These mediainclude newspapers,magazines,television,radio andposters andhoardings.Advertisers buyspacein newspaper and magazinesto publishtheiradvertisements.They buytime ontelevision andradio tobroadcast theircommercials.One of the manyadvantages ofnewspapers is that mostadults reada dailynewspaper,and manyof themspecificallycheck theadvertisements forinformation aboutproducts,services,or specialsales.Magazines areusually readin aleisurelymanner andare oftenkept forweeks ormonths beforebeing discarded.One ofthe main advantages oftelevisionto advertisersis that it bringssight,sound andaction directlyto consumersin theirhomes.Anadvantage ofadvertisingon radioisthatpeople canlisten toprograms whiledoing otherthings,like drivingtheir carsor workingathome.IL Phrase InterpretingAsk the students tointerpret the following wordsand phrasesinto Chineseor Englishrespectively with the helpofthe languagebank in the StudentsBook.
1.Swatch
2.Ericsson
3.Rejoice
4.Seven-up
5.Nokia
6.Honda
7.Philips
8.Olympus
9.Marlboro
10.Lexus
1.斯沃奇
2.爱立信
3.飘柔
4.七喜
5.诺基亚
6.本田
7.飞利浦
8.奥林巴斯
9.万宝路AB.
1.消费者广告
2.企业广告
3.地方广告
4.全国广告电
5.全球广告
6.印刷广告
7.子广告
8.户外广告商业广告
9.雷克萨斯
10.网络广告
10.
1.consumer advertising
2.business advertising
3.local advertising
4.national advertising
5.global advertising
6.print advertising
7.electronic advertising
8.out-of-home advertising
9.commercial advertising
10.Internet advertisingIII.Sentence InterpretingPutthe studentsinto pairsand ask them todo theactivity.Have onestudent read the followingsentences and theother interpretthem oneby one.When thestudents havefinished,askthem to compare their sentences with the reference,A.
1.Along withChinas entryinto theWTO andmore businessesgoing international,Englishadvertisement hasgraduallybecome amajor toolfor enterprisesto promoteexportationsand todevelop foreignmarkets.
2.Advertising canincorporate controversialpolitical tones,social tones,partial nudity,etc.tocapture theattention ofconsumersand enticethem to make apurchase.
3.Vacuum cleanerof thisbrand iscompetitive in the internationalmarket andit is the best-selling productof的继续支持，本公司将持续保持健康和活力Ladies andGentlemen:I want to welcomeyou to the annualstockholder meetingof ContainerSystems.Along withelecting newboardmembers fornext year,we mustalso votetoday onseveralproposals whichI willoutline here,and will be givenin-depth treatmentby theremainingspeakers.The firstitem we will discusstoday focuseson therole our company shouldtake inpromotingexpansion ofthemain portfacilities inour province,as opposedto developmentofa newsite on the westcoast.Closely relatedto thisisthe issueof decliningstandards ofmaintenanceat theexisting portsand howthis affectsour abilityto movefreight onschedule.Continued laborunrest and the threatthatitbrings will be thefocus ofthe sessionsafterlunch.Discussion ofa friendly takeoveroffered bya largeJapanese firmwill bethe lastorderof businessbefore webegin tovote forofficersat theend ofthe afternoonsessions.Tonight at the banquet,we havea guestspeaker who will tell us all about whattoexpectfrom thenew portfacilities inSingapore,and howthat willaffect thebusiness climatehere.We havea verybusy dayahead of us,so Illturn thepodium overto thesecretary,whowillreadtheminutes fromlastyears meeting,and presentthis yearsfinancial report,before wemove onto thediscussions ofthe otherissues.Thank you for attendingthis meetingand weknow thatwith yourcontinued support,we willremain ahealthy anddynamiccompany.Unit8Listen toa speechSleep andStress“and try to note down itsmain ideas.Then retellthe passagewiththeaidof yournotes.Sleep andStressSleep expertsbelieve thatstress andlack ofsleep aredirectly related.Dr.Henry Winkle,in anarticle entitlednStressand Sleep1,says:nThe morewe worry,the lesswe sleep,the morewe areunable to deal withstress.If we canfind away to get a good nights sleep,wecanoften find the energytodealwith what*s worryingus.”So,what is agoodnightssleepResearch showsthat theamount ofsleep whichpeople need to keephealthy variesa lot.Seven hoursis about the averageamount,thoughstrangely enough,sleeping longeroften givesyou aheadacheinstead of making youfeel morerefreshed.Dr.Winkle alsopoints outthat preparingfor sleepingis important.People whoworklate shouldtrytogivethemselves ashort breakand dosomething restfulbefore going tobed.This couldbe watchingTV orlistening tomusic.A bedtimedrink canalso help,butcoffee ortea shouldbe avoidedas theycontain caffeineand willkeep youawake.Whenyou putoutthelight/Dr.Winkle says,concentrate onrelaxing yourmuscles startingfromyour feet,and youwillbe asleepbefore youknow it.”
1.company image
2.trademark
3.registered capital
4.enterprise objective
5.marketing strategies
6.market potential
7.business operations
8.consumer group
9.patented technology
10.subsidiary companyPhraseInterpreting
1.公司形象
2.商标
3.注册资本
4.企业目标
5.营销策略
6.市场潜力
7.商业运作
8.消费群体
9.专利技术子公司
10.B.国有企业集体企业乡镇企业
1.
2.
3.私营企业合资企业亏损企业
4.
5.
6.盈利企业跨国公司工作效率
7.
8.
9.集团公司
10.
1.state-owned enterprise
2.collectively-run enterprise
3.township enterprise
4.private enterprise
5.joint venture
6.loss-making enterprise
7.profit-making enterprise
8.multinational corporation
9.work efficiency
10.group coiporationIII.Sentence InterpretingPutthestudentsinto pairsand ask them todo theactivity.Have onestudent readthefollowingsentences andtheother interpretthem oneby one.When thestudents havefinished,askthemtocomparetheirsentenceswith thereference.A.
1.Our companyspecializes in the production and marketing of telecommunicationfacilities.
2.We alwaysput qualityas the first consideration.
3.The companyengages mainlyin domestictrade,exporting andimporting.
4.All productshave topass strictinspection beforethey goout.
5.No onecan matchus asfar asquality isconcerned.我们公司主要从事电信设备的生产和销售
1.我们总是把质量放在第一位来考虑
2.本公司主要从事国内贸易以及进出口业务
3.所有产品在出厂前都须经过严格检查
4.就质量而言，没有任何厂家能和我们相比
5.B.工作效率大大地提高了，而劳动强度却降低了
1.我希望这次来参观没有给你们增添太多的麻烦
2.参观后您会对我们的产品有更深的了解
3.本公司是一家管理一流、技术一流、效劳一流、员工一流的集团公司
4.本公司真诚欢送来自国内外的朋友与我们洽谈和合作
5.Text A女士们，先生们上午好!首先，我代表华为科技公司，并以我个人的名义，对在座的各位朋友和同行表示我们最热烈的欢送和最衷心的感谢下面我简单介绍一下我公司的根本情况华为科技公司成立于年，总部设在中国深圳业务主要是电信设备的研发、制造和销售现在华1988为已成为中国电信市场的佼佼者，.与此同时，华为也在积极开拓国际市场目前，华为主要经营的产品有和数据传送年的销售额突破亿美元其WCDMA,CDMA2000200336中亿是海外收入今天，华为的产品已经销售到德国、法国、英国、西班牙、日本、巴西、俄罗斯、埃10及、泰国、新加坡等个国家和地区，员工总数到达人4022,000另外，华为对网络的研发也投入了重金目前，有名工程师在中国深圳、上海、北京，以及3G3,500瑞典、美国、印度等世界各地的华为研究机构从事网络研发工作3GLadies andGentlemen,Good morning!First ofall,on behalfof Huawei,Fd like to extendour warmwelcome andheartfeltthanks to all thefriends andcolleaguespresent.Id liketo takethis opportunity tomakeabrief introductionof our company.Established in1988and headquarteredin Shenzhen,Huawei TechnologicalCo.specializes in the RD,productionandmarketingoftelecom equipment,Huawei isnow akeyplayer in China*s telecommarket and isbecoming anactive participantin theglobaltelecom market.Currently,Huawei focuseson suchareas asWCDMA,CDMA2000,and datacommunications.Sales in2003exceeded
3.6billion USD,of whichone billionwasinternational sales.To date,Huaweis productshave beendeployedin over40countriesincluding Germany,France,UK,Spain,Japan,Brazil,Russia,Egypt,Thailand andSingapore.Huawei has22,000employees.In addition,Huawei hasbeen investingheavily in the RD of3G systems.Currentlythere areover3,500engineers engagedin theRDof3G systemsin Huaweisglobal3GRD instituteslocated inShenzhen,Shanghaiand Beijingof Chinaand Sweden,Indiaand theUnited States.Li根据我们的方案安排，今天要参观我们的工厂Interpreter:According toour schedule,wewillvisit ourfactory today.Smith:Thats wonderful.This is a placeI havealways wantedto visit.How faris itfrom here,Mr.LiInterpreter太好了，我一直想参观你们的工厂李先生，你们工厂有多远？Li在深圳东北部，距这里75公里公司的车来了，上车吧Interpreter:Seventy fivekilometers to the northeastof Shenzhen.Our caris coming.Letsgo!Smith:Lets go.Inteipreter我们走吧Li我们到了，有你特别想看的地方吗我会边走边讲解Interpreter:Here weare!Is thereany placein particularyoud liketo visitI willexplain theoperations aswe goalong.Smith:Yes,Im interestedin learningabout yourmanufacturing facilitiesand manufacturingprocess.Is itpossibleto arrangea tourfor usIntei-preter我想看一下你们的生产设备和生产流程是否可以给我们安排一下？Li好的这是我们的车间我们从流水线开始吧Interpreter:OK.Here isthe productionshop.Shall westart fromthe assemblylineSmith:Sure.It islarger thanI expected.Intei-preter当然可以比我想的还要大多了Li大多数设备都是我们公司从国外进口的，流水线和机械设备都是德国进口的Interpreter:Most ofthe equipmentshere wereimported byourcompany.The assemblyline andthe mechanicaltoolsare importedfrom Germany.Smith:Good.I alsowant toknow howyou ensurequality control.Interpreter我想知道你们怎样确保质量控制的Li在服装生产的每一步，都有严格的质量监控我们会用人工检查的方法来保证每件产品都没有任何问题Interpreter:Strict qualitymonitoring andcontrol takeplace ateach stepintheapparelmaking process.We thenexamine eachproduct manuallyto ensure that thereare nodefects.Smith:Il soundslike alime consumingprocess.听起来好似是一个费事的过程InterpreterLi是这样的，史密斯先生，我们相信严格检查是符合我们的长远利益的检查后，就是给服装打上标签最后一步就是包装、准备上市了Interpreter:It isso,Mr.Smith.We believesuch thoroughnesspays offinthelong run.Following theexamination,the labelsare affixed.The finalstep ispacking andgettingthe cartonsreadyfor market.the samekind.
4.The computerwe producedis characterizedby itshigh quality,compact size,energy savingqualitiesandis alsoeasy tooperate.
5.With therapid developmentof worldeconomy,newspapers,magazines andtelevisioncompanies aredependent onadvertisingfor alarge part of theirincome.随着我国参加以及对外经济交往迅速加深与扩大，英语广告已逐渐开展成为企业促进出口销售,开
1.WTO拓海外市场的一个主要手段广告可以利用有争议的政治话题、社会话题作由头宣传自己，也可以直截了当地推销自己的产品以抓住
2.消费者的注意力，引导他们购置产品或效劳这种牌子的吸尘器在国际市场上颇具竞争力，是同类产品中最畅销的
3.我们生产的电脑具有品质好，体积小，节省能源的特点，而且易学好用
4.随着世界经济的开展，报纸，杂志和电视台的大局部收入便取决于广告
5.B.
1.如果广告的写作者只是简单地把国内成功的广告翻译成英文，往往不会成功
2.作为中国最重要的汽车展之一，“2006年中国汽车展〃将于六月在北京国际展览中心举行
3.互动电视提供了崭新的视听空间，集娱乐、购物、营销和广告于一体
4.在英国，电视上广告必须服从严格的规定
5.我们的产品具备了您所需要的各项特色，而且比日本产品廉价20%,所以我们向您竭力推荐
1.If theadvertisers simplytranslate thesuccessful adsat homeinto English,it isquite likelythat they willnot succeed.
2.As one ofthemost importantauto showsinChina,China Auto2006willbeheld inJuneat theChinalnternationalExhibitionCenter,Beijing
3.Interactive TVmoves televisioninto anentirely newmedium combiningentertainment,shopping,marketing andadvertising.
4.Advertising onBritish televisionis subjectto strictregulations.
5.As our product hasall thefeatures youneed andis20%cheaper thanthat ofJapaneseproduct,I stronglyrecommendit toyou.TextAAll adswant youto likethe product.Even veryinformative adscan bedelivered insucha wayas to have humanappealand interest.For instance,a printad for a luxurycar,if itshowstwo earengines sideby side,a fullcocktail glassoneach,one vibratingand onestill,then yourattention isimmediately captured.The copyor thewording,then explainsthatthisis theway thesmoothness ofa BMWengine istested beforeit leavesthe factory.The ad isinformative,technical andyet hasa humantouch.Also clientsand agencieswill tryto developapersonality for the brandof theirproductsso thatthe customerwill cometo likethepersonality andfeel itsafriendand thereforebecome aloyalpurchaser ofthat brand only.Well,let megive youan example.You knowhow fondthe Britishare ofanimals,especially dogsand cats,well,Andrex is a well-known brandof toiletpaperandit alwaysusesa golden-colored puppyin itsads.Usually a little sceneisshown.It couldbe thatthepuppy isplaying withthe toiletroll inthe upstairsbathroom,and wrapshimself upin itandrunsdownstairs,unrolling thepaper behindhim rightthrough thekitchen andinto Lhegarden.The settingis alwaysa cleanand brighthouse,the puppyis sweetand softand hismischievousnessendears himimmediatelytoall the viewers.We enjoywatching thestory andthe puppy,andthemessage comesacross thatthisproduct isstrong,long andsoft.Westart toassociate thepuppy adswiththename Andrex.所有的广告都希望你喜欢它的产品即使是信息性很强的广告，也可以做得很有人情味、富有情趣比方说，有个豪华小汽车的图片广告，上面两个汽车发动机并列，每个发动机上摆着一满杯鸡尾酒，一个酒杯摇摇晃晃，另一个酒杯纹丝不动这就立刻引起你的注意于是广告文字就告诉你，宝马牌的发动机出厂前就是用这种方法来检验它的平稳性能的这是一份属于信息性和技术性的广告，但却有人情味此外，客户和广告公司还想方设法使产品的牌子带有一种个性，使消费者对这种个性产生好感，感到亲切，从而变成只买这个牌子的忠实买主我来给您举个例子吧您知道，英国人很喜爱动物，特别是狗和猫是一种名牌卫生纸它总Andrex是用一只金色的小狗做广告，往往还给你来个小小的表演比方说，那只小狗在楼上浴室里玩卫生纸卷，把自己给缠住了，它往楼下跑，纸卷翻开了，拖在它的后边，它经过厨房，一直跑到花园里背景是一套整洁明亮的房子小狗柔顺可爱，它这些小淘气动作立刻受到了广阔观众的喜爱我们喜欢观看这段情节和小狗，同时也得到了这样一个信息、这种纸质地坚韧，又长又软于是我们便开始把这个牌子Andrex和小狗广告联系了起来IV.Coordinating—Field InterpretingZhang现在我们来谈谈广告我们每天都看到广告，可是我们当中没几个人了解广告是怎么制作的Interpreter:Now letstalk aboutadvertising,for itssomething weall encounterdaily,but fewofusknow muchabout how it isputtogether.Pamela:OK,where shallwe startInterpreter好吧从哪儿谈起呢？zhang您是客户经理，您不妨先谈谈什么叫做客户业务经理Interpreter:You arean account director.Why dontyou explainwhat thatactually meansPamela:An agencyis dividedinto threemain sections:One isthe mediadepartment,which advisesand planswhichnewspapers,magazines ortelevision stationsa clientshould useand alsobuys thespace orTVtime for the client.The creative department:This ispossibly themost importantsection oftheagency,I suppose,as hereyou wouldfindthecopywriters andartists whoactually createthe ads.And thenthere isthe account service department,which iswhere Ifit in.Interpreter一个广告公司分为3个部门第一个是宣传媒介部它负责向客户建议在哪家报刊、杂志或者电视台刊登广告，做出方案，并且代客户购置报刊版面或电视播放时间第二个是创意部我想这可能是广告社里最重要的部门在这里，你可以见到实际创造广告的撰稿人员和美术家还有就是适合我本人工作的效劳部accountzhang你是说你管财务？Interpreter:Does thatmean youhandle thefinancesPamela:No,no!Not atall.Account inthis contextsimply meansclient.So anaccountdirectoris responsiblefor allthebusiness withpossible2,3or4clients,depending onhow bigthe clientsare.Interpreter不，不是那样account”这个词在这里是客户的意思客户业务经理负责两三个或者四个客户，数目可根据客户大小而定Zhang看来你们客户效劳部是广告社直接与客户接头的单位了？Interpreter:So theaccountservicepeople arethe directcontact betweenthe agencyand theclientPamela:Exactly.My jobis toensure thatthe workbeing producedis givingthe rightmessage tothe rightpeople,and thatit iswithin budget.When weare startinga newadvertising campaign—and bycampaign,I meana seriesof adverts,it ismy responsibilitytogetas muchinformation fromthe clientaspossible andthen toconvey thistothecreativedepartmentintheform ofa creativebrief.Interpreter对正是这样我的工作是保证所做的广告针对性很强，把恰当的信息传达给恰当的对象，开支那么要在允许的范围内要开始新的广告方案的时候，所谓广告方案就是一整套的广告宣传，我的任务就是向客户尽可能多地了解情况，然后通过创意小结的形式把这些情况转达给创意部门zhang客户怎样帮助你做好这项工作呢？Interpreter:How canthe clienthelp youto achievethisPamela:Well,the client wants to,of course,get thebest workfrom his agency interms ofads thatare effective,meet the marketing strategy,full ofimpact,and increasethe marketshare ofthe product.But toenable ustoachieve this,the clientshould havedone somethorough researchbefore hebriefs us.We willneedtoknow notjustallaboutthe product,but what the advertisingis supposedto achieve,who exactlythe productis aimedat,sothat weknow whichpartofthe generalpublic weare talking to—is itteenagers,housewives agedbetween25to35,or professionalwomen over30,etc.Also wemust know what theclientwantsto spendonthecommercial,because thiswill determinewhetherwe useTV orprint,black and white orcolor,etc.Interpreter客户自然要求广告社为他做出最好的广告，既要宣传得力，符合他开拓市场的战略要求，又要富于感染力，有助于增加他的产品的市场份额要使我们到达这些要求，他在向我们介绍情况之前，得先做些深入调查我们不仅需要了解有关产品的各种情况，还要知道做广告想收到什么效果，产品销售对象是些什么人，这样我们才能知道要针对哪一局部人做广告，是岁到岁的少男少女，岁到岁的家13192535庭主妇，还是岁以上的职业妇女究竟是哪些人我们还需要知道客户愿意在这份商业广告上花多少钱，30因为这将决定我们是采用电视还是图片做广告，是黑白两色还是彩色等等zhang看来你们在着手写广告或者设计广告之前就有很多工作要做Interpreter:So thereisalot ofwork tobe donebefore you can evenstart towrite ordesign an adPamela:Yes,once youknowwhat you wanttoachieve,who yourad istalkingto,how muchyou canspend andthekind ofadvertising campaignyou aregoingto run,then you can recommenda mediaplan totheclient.Interpreter是的在知道广告的目的要求、宣传对象、可以花多少钱、拟采取的广告方案的类别以后，我们就向客户推荐一个传播方案Zhang广告方案都有哪些类别每个广告方案都是为了推销一种产品吗？Interpreter:What differentkindsof campaignsare thereThe objectof everycampaign isto selllust oneproduct,isnt itPamela:Not always.Sometimes acompany willwish tobuild itscorporate image—particularly aservice companylikea bank.They mayfeel thatpeople arenot awareof theircompany enough,or donot havea strongideaof whatsort ofcompany it is.Interpreter并不总是这样有时候公司希望树立自己的企业形象特别是像银行这样的效劳性公司他们可能觉得人们对他们公司注意得不够，或者对他们是个什么样的公司印象不深zhang看来这个广告方案做得很成功我总认为做广告关键的一点是要动之以情Interpreter:So itsbeen asuccessful campaign,Fve alwaysunderstood thatoneofthe keyfactors inmaking anad istoappeal lopeoples emotions.Pamela:Yes.Interpreter是的I.Interpreting andAssessmentWe area reputedengineering companyin Indiahaving sparecapacity formanufactureof highprecisioncomponentsassemblies forengineering andelectronic industries.Wecan providelong-term competitiveand reliablesource.我们是印度一家著名的工程公司，具有为工程和电子工业制造高密度部件与配件的足够能力我们能够提供适应长期竞争的可靠资源Our facilitiesinclude computeraided engineeringand manufacturing,CNC technology,efficient processingcenters,etc.,including goldplating.We haveadequate facilityforresearch anddevelopment anda teamof experiencedengineersand technicians.Presentlywe aremanufacturing clockwork mechanismsfor defenseapplications andcommunicationelectroniccomponents.我们的能力包括电脑辅助工程与制造、技术、高效率的加工中心及镀金等我们具有足够的研究CNC与开发能力，拥有一支富有经验的工程技术人员队伍目前我们正在制造用于防卫设施和通讯电子部件的仪表工作装置我们乐意考虑对于有关部件来源，建立长期战略同盟、技术合作或稳定的购回协议等事宜来函请寄国际业务部执行主任巴曼先生，11121331234We areopen todiscussion forsourcing ofcomponents,long-term strategicalliance,andtechnical collaborationorfirm buy-back arrangement.My addressis:Mr.Barman,CHIEFEXECUTIVE ofInternational OperationsDepartment,Fax No.
11121331234.Sentence Interpreting
1.Make yourselfheard.
2.Start ahead.
3.A diamondlasts forever.
4.Let usmake thingsbetter.
5.To me,the pastis blackandwhite,but thefuture isalways color.理解就是沟通
1.成功之路，从头开始
2.钻石恒久远，一颗永流传
3..让我们做得更好4对我而言，过去平淡无奇；而未来，却多姿多彩
5.B・Text InteipretingText D与印刷和播送广告费用相比，网络广告费用仅仅是一小局部虽然网络广告尚处在初期，但是它的收益正日益快速增长网络的定向和跟踪能力有可能使它成为广告主的最正确广告媒体定向性网络广告主具有全新的定向能力他们可以对某个特定的公司、区域或国家的用户进行广告定向，也可以定时通过计算机平台的浏览器进行定向效劳在不久的将来，广告主可以基于用户的偏好对其网络广告进行定向，这一点是其他广告工具做不到的可跟踪性商家可以跟踪用户对其品牌的反响，并了解现有顾客和潜在顾客的兴趣例如，汽车制造商可以跟踪用户进入网站，判断是否有越来越多的用户对某款车型的平安信息及其附加性能等感兴趣广告主也可以通过广告点击次数来准确评估人们对广告的反响传统的电视、印刷和公告牌广告很难做到这一点可投递性和灵活性网络广告可以全年全天小时实时传送，并且广告活动可以随时发起、更新或取24消广告主可以每天跟踪广告进程，当注意到广告在第一周里反响寥寥无几时，第二周即可将该广告换掉这与印刷广告有很大的不同，通常印刷广告要等到新版发行物出版后才能更换，而在电视上频繁更换广告的本钱那么高得令人生畏交互性广告主的目的是想通过一个品牌或一种商品来吸引潜在的顾客这可以有效地在网上实现在网上，消费者可以与商品互动，对其测试，如果愿意还可以直接购置例如，一那么软件广告可以直接将用户带到演示场所，用户可以下载并进行测试如果用户喜欢该软件，便可以当场买下没有其他媒体能够提供如此直接、方便的接触Though onlineadvertising spendingisamere fractionof whatis spenton printandbroadcast ads,its revenueisincreasing significantlyfor amedium stillin itsinfancy.Asmentioned,the Web*s targetingand trackingcapabilitieshave thepotential tomake itoneof themost responsivemedia available to advertisers.Targetability.Web advertisershave anentirely newrange oftargeting capabilities.They canfocus onusers fromspecificcompanies,geographical regionsand nations,aswell asby timeof day,computer platform,and browser.In thenearfuture,advertisers willbe abletotarget muchof theirWeb advertisingbased onusers preferences-somethingotheradvertising vehiclescant do.Tracking.Marketers cantrack howusers interact with theirbrands andlearn whatisof interestto theircurrentand prospectivecustomers.For example,a carmanufacturer cantrackhow auser progressesthrough itssite todeterminewhether moreusers are interestedin thesafety informationortheextras thatcome with a particularmodel.Advertisers canalsoprecisely measurethe responseto anadvertisement throughthe numberof timesan adisclicked on,which isdifficult todo withtraditional television,printing andboards.Deliverability andflexibility.An onlineadisdelivered inreal time24hours aday,7days aweek,365days ayear.Furthermore,anadcampaign can be launched,updated,orcanceled immediately.An advertisercan followacampaigns progressdaily noticethat acampaignis generatingvery littleresponse inthefirstweek,and replacedbyweek two,abig differencefrom print,where anad cannotbe changeduntil anew editionof thepublicationis published;andonTV,the costsofmakingfrequent changesare prohibitive.Interactivity.An advertisersgoal isto engagethe prospectwithabrand orproduct.This can be donemoreeffectively onthe Web,where aconsumer caninteractwiththeproduct,test theproduct,and,if she or hechooses to,buy theproduct.For example,anadvertisement forsoftware cantake auser directlytothelocation wherea democanbedownloaded andtested.If theconsumer likesthe softwareheorshe canpurchase itrightthen andthere.No othermediumoffers suchimmediate andeasy accessibility.Unit7Listen toashortpassage nShopping for Clothescarefully andnotedownwhatyouhear.Try touse somesymbolsandabbreviations whenyou aretaking notes.Then interpretyour notesinthetarget language.ShoppingforClothesShopping forclothes isnot thesame experienceforaman asitisforawoman.A mangoesshopping becauseheneeds something.His purposeis settledand decidedin advance.He knowswhat he wants,and hisobjective isto finditand buyit;the priceisasecondaryconsideration.All mensimply walkinto ashop andasktheassistant fbrwhat theywant.Ifthe shophas itin stock,the salesmanpromptly producesit,andthebusiness oftrying itonproceeds atonce.Allbeing well,the dealcanbeand oftenis completedin lessthan fiveminotes,with hardlyany chatand toeveryone*ssatisfaction.For aman,slight problemsmaybegin whenthe shopdoes not have whathewants,or doesnothaveexactlywhat hewants.Now howdoes awoman goabout buyingclothes Inalmost everyrespect shedoes sointhe oppositeway.Hershopping isnot oftenbased onneeds.She hasnever fullymadeup her mind whatshe wants,and sheis onlynhaving alookround”.She isalways opentopersuasion;indeed shesets greatstore bywhatthesaleswoman tellsher,even bywhatcompanionstell her.She willtry onany numberof things.Uppermost inhermindis thethoughtof findingsomethingthat everyonethinks suitsher.Contrary toalotof jokes,most womenhave anexcellent senseof valuewhenthey buyclothes.They arealways onthelookout forthe unexpectedbargain.Faced witha roomfulof dresses,a womanmayeasilyspend anhour goingfrom onerail loanother,to andfro,often retracingher stepsbeforeselecting thedressesshe wantsto tryon.It isa laboriousprocess,but apparentlyanenjoyable one.Most dressshops providechairs forthewaiting husbands.I.PhraseInterpretingA
1.screen
2.diagram
3.vertical axis
4.column
5.in summary
6.consequently
7.furthermore
8.torunout oftime
9.inaword
10.in addition屏幕图表纵轴
1.
2.
3.此外没时间总而吉之
7.
8.
9..另外10B.
1.商品特性
2.顺序
3.订单利润垄断质量监控
6.
4.
5.运作制造业效劳业
9.
7.
8.顾客满意度
10.
2.sequence
1.commodity features
4.monopoly
3.order
6.profit
5.quality control
8.service industry
7.manufacturing industry
10.degree ofcustomer satisfaction
9.operation圆柱.总之因此
4.
56.III.Sentence InterpretingA.
1.Please proceedwith yourpresentation.
2.This morningPm goingto describesales forecastsfortheEuropean computermarket overthenext fiveyears.
3.Good afternoon,everyone.This afternoonId liketo describebriefly theadvantages ofusingthe TEC-NETcommunication service.
4.In summary,ladies andgentlemen,as wellas providingextensive after-sales service,Minimax willbe happy tocustom-design ourproduct tomeet theneeds ofyour company.
5.At theend ofthe presentationthere willbe timefor anyquestions youhave.,请开始你的简要汇报1今天上午我将对未来五年欧洲计算机市场的销售情况作一个预测
2.大家下午好今天下午我想简要地介绍一下使用通讯效劳的优越性
3.TEC-NET.总之，女士们先生们，我们公司在提供大量售后效劳的同时还竭诚为客户量身定做产品以满足4Minimax各位的需要在演讲的最后将给大家留出提问时间
5.B.我希望能依照以下的顺序提出我们的看法
1.首先我将简略说明我们商品的特性
2.如果您感兴趣的话，我可以列表让你参考
3.顺便提一下，在结束这个问题之前，我希望能再谈一些看法
4.我的演讲完了，我们公司将很乐意在任何时候接收你们的订单
5.
1.1would liketo presentour commentsinthefollowing order.
2.First ofall,I willoutline thecharacteristics ofourproduct.
3.If youareinterested,I willprepare alist ofthem.
4.By theway,before finishingthis subject,I wouldliketoadd afew comments.
5.To finishmy presentation,ourcompanywillbevery happyto receiveyour orderat any time.Text AThank youforthat kindintroduction,Mr.Chairman.Pm veiypleased tobeableto talktoyou todayaboutchanges inthe four sales areasand howyour companycan benefitfromthese changes.If youhave anyquestions duringmytalk,please stopme andask.The mainthing Iwanttosay isthat allcompanies mustbe readyfor continuouschange,and preparedto meetthosechanges.If youlook atthe screen,youcansee thechanges inoursalescomposition overthe lasttenyears.The leftsideshows thefour majorsales areas:industrial machinery,robots,computers and,atthebottom home appliances.As youcansee onthe graph,the percentageofsales intwo areas,namely,industrial machineryand homeappliances,hasdecreasedsince
2003.For example,if youlook onthe right,youcansee industrialmachinery saleshavedecreased from39to29percent andhomeapplianceshave declinedfrom42to28percent.On theother hand,sales ofrobots andcomputershave increased.The risein robotsales hasbeenespecially sharp.Here is2003:4percent;2004:9percent;2005:16percent.谢谢主席先生的热情介绍今天我非常快乐能在这里谈谈四个销售领域的变化，以及贵公司是如何在这些变化中获利的假设在我讲话过程中您有什么问题，请随时打断我我今天主要谈的是所有的公司都将面对持续的变化并要为这些变化做好准备请看屏幕，你们会发现我们过去十年销售结构的变化左边显示的是四个主要销售领域工业机械、机器人、计算机以及末尾的家用电器正如您在表格上所看到的，工业机械和家用电器这两个领域的销售百分比从年开始下降2003比方说，请看右边，工业机械的销售额从下降到家用电器从下降到而另一方面,39%29%,42%28%机器人和电脑的销售额却上升了，机器人销售额的上升尤其明显，2003年是4%；2004年9%,2005年16%IV.Coordinating-Field InterpretingQuestion1您似乎完全无视了高层管理职位被男性垄断这一问题难道您不觉得您的结果完全是基于在美国公司的高层职位几乎没有女性这一事实吗？Interpreter:You seemtohavecompletely ignoredthe questionof maledomination oftop managementposts.Dontyou think your resultsare almostentirelydue tothe factthat thereare practicallyno womeninsenior positionsin AmericancompaniesAnswer:I thinkthats avery interestingpoint.Em afraidI didnthave timeto addressthe questionof genderitself,because Iwas mainlyconcentrating onthe questionof managementstyle.However,I feelsurethatthis aspectwould be worthdiscussing atlength onanother occasion.Interpreter我认为您的问题很有意思恐怕我没时间来答复关于性别的问题，因为我今天主要是讲管理方式的问题，我肯定这方面的问题将值得在另外的场合进一步讨论Question2史密斯先生，假设您不介意的话，能否告诉我们，被调查者是如何评定那些诸如“个人主义〃这样非常难的概念的？Interpreter:Mr.Smith,if youdont mindme asking,could youtellushow therespondents assesseddifficult conceptssuchas individualismAnswer:Of course,I supposeyoure referringtothesecond surveyI mentionedWell,Ell justcheck ifI may...yes...as Ithought,we usedthe Belbinpersonality testin orderlo positionrespondents.I thinkthat youllfind thatthisisafairly standardpsychological testfor suchmanagement surveys.Are thereany morequestions youwouldlike toask aboutthe trialInterpreter当然，我想您是在说我提到的第二个观测吗哦，我查一下……我想我们用的是Belbin个性测试方法来定位我们的被调查者的我认为你会发现对于这种管理调查来说它是一个相当标准的心理测试系统还有别的有关实验方面的问题吗？Question3史密斯先生，我想问一下你们的观察是如何建立的是否采用监控小组的形式？Interpreter:Mr.Smith,could Iask youhow the surveys wereset upYou know,did theyuse acontrolgroupAnswer:Im afraidthats reallyoutside myfield.I myselfwas notinvolved incarrying outthesurveys.However,Ican giveyou thereferences afterwards,if theywouldbehelpful.Interpreter恐怕这不是我研究的领域我本人并没有参加这些观测可是我等会儿会给你一些参考资料,假设它们对您有帮助的话下午好，感谢光临今天下午我想谈谈质量监控在效劳业的重要性Good afternoon.Thankyoufor coming.This afternoonId liketo talkabout whyI believequality controlisimportant inthe serviceindustry.质量控制在传统上一直被用于制造业，而且使产量和利润都有所提高然而在我们称为的效劳行业中却没有被广泛使用我今天的主要论点就是质量监控在效劳行业也将产生良好的效果并有助于提高顾客满意度Quality controlhas traditionallybeen usedin manufacturing,and hasgreatly improvedproductivityandprofitability.It hasnot,however,been usedvastly inthe so-called serviceindustries.My mainpoint isthat quality我演讲的第control canalso beeffective inthese industriesandwill resultin greatlyimproved customersatisfaction.一局部将对质量监控的历史稍做讲解，然后，我将解释什么是质量监控以及它是如何运作的最后，我还要向大家展示它是如何被运用于各种商务活动的，无论是制造业还是与效劳相关的行业在我演讲结束后，我将很乐于答复诸位的问题In thefirst partof mypresentation,Fil talkalittlebit aboutthe historyof qualitycontrol,then Illgo onto describewhatquality controlis andhow itworks.Finally,Fllshow youhowitcanbeapplied toany business,whethermanufacturing orservice-related.At theend ofthe presentationFil behappytoanswer anyquestions.A.Sentence Interpreting
1.Were veryhonored tohave theopportunity ofmaking thispresentation toyou.
2.If youhave anyquestions,please feelfree tointerrupt atanytime.
3.1dont thinkyou shouldmiss thisopportunitytoupdate yourequipment.
4.Let meassure youthatthecomputer youare buyingisthebest inthemarket.
5.1dont wantto soundpushy,but thisisagreat dealand Ithinkyoushould gofor it.非常荣幸有时机给你们作陈述报告
1.如果有任何问题，请随时打断我
2.我认为你不应错过这个更新设备的时机
3.我保证你现在买的电脑是市场上最好的
4.我不想逼迫你，但这是件大事，我觉得你应该设法去做
5.TextD女士们，先生们欢送各位参加“货运系统〃公司一年一度的股东大会今天，我们除了选举下一年度的新董事以外，还要投票表决几项提案下面我先简要介绍这几个提案，后面的几位发言人将会作具体的说明1我们今天要讨论的第一个议题，是本公司在促进本省主要港口设备的扩展上应扮演什么角色，而不是在西海岸开发新运站另一个议题和第一个议题密切相关，即我们现有港口的维护水准在不断下滑和这种情形会如何影响我们方案运货的能力的问题，午餐后我们会重点讨论持续性的劳工不稳定及其对我们所造成的威胁在下午会议结束投票选举干部以前，还要最后讨论一项由日本一家大公司所提议的友好并购本公司的议案在今晚的酒宴里，我们请到了一位来宾，他将就人们对新加坡新的港口设备应有何预期、以及对本地商情会有何影响向我们发表演说1摆在我们前面的将是忙碌的一天因此我将把主席台转给大会秘书，他将在我们开始讨论其他问题以前，先宣读去年的大会记录，并提出今年的财政报告感谢各位参加这次会议，我们相信，有了各位。
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