【正文】 Unit 1Reading IPrereading:1. Brainstorming: mediamethodsverbsTelevisionradiopressmagazines newspaperspublic transportcinemastadiummailInternettelephone directoriesbillboardshoardingspostersleafletsbrochurespamphletsbookletssportswearjinglesmercialsfree samplesslogansexhibitionshop window displaypointofsalewordofmouthsponsorshipsales promotionmail shotstelephone shotspromoteruntargetplacelaunchresearchsponsorpubliciseexhibitappeal todistributepersuadeurgeattracttemptdisplaymotivate1)What is the purpose of advertising? to attract the most attention2)What are the basic elements of a typical advertisement? a promise of some sort。 an emotional appeal。 a rationale offering evidence to make the promise credible。 an instruction…3) Could you list a few advertising practices most in use? Comparing your products with your petitors’。…4)What do you think makes a good advertisement? It must be clever。 interesting。 funny。 inspiring。 eyecatching。 powerful。 humorous。 informative。 wellorganized。 brief。 easy to remember。 …2. Choose the best answer to plete the following sentences.1. c 2. d 3. b 4. d 5. d3. Give the English word for the meaning provided.951. solicitor2. supplement3. mercial4. insert5. legislation6. channel7. sponsor8. poster9. hoarding10. tempt11. heading12. leaflet the correct forms of the following expressions in the blanks. 1. as well as2. expenditure3. has been exposed to4. maximum5. nuisance6. was restricted 7. regulations8. supplement9. is aiming to10. tempt11. are subject to 12. to ensure the following sentences and replace the italicized words with the appropriate phrases from the text.1. The firm is concentrating on expanding its markets overseas. 2. The 10 am express to Beijing will be taken off next month.3. The proportion of imports to exports is ten to one, which is worrying the government.4. The expenses should be limited to the funds you can raise.5. Advertising in Britain is subject to the supervision of the Advertising Standards Authority.6. Word Study1a. The organization aims at promoting international understanding and maintaining world peace.b. When the boss said that someone was always late for work, he was aiming at John.c. A nonprofit organization like this one should aim for the best social results it can produce, rather than how much money it can make.d. The organization39。s aims are to provide food for homeless people and help them find somewhere to live.2. a. The pany will arrange for a taxi to meet the guests at the railway station at eight tonight.b. The local newspaper will make arrangements for an interview with Professor Huang at a proper time.c. It would usually cost 500 yuan, but I’m sure we can e to some kind of arrangement.3a. There’s no limit to what you can do if you try.b. I39。ve been asked to limit my speech to ten minutes maximum.c. Regulations are designed to limit environment damage to the lowest.d. Despite the limitations of the survey, it did suggest some general trends.4a. The use of this website is subject to the following terms and conditions.b. It was Clinton who brought up the subject of sports facility.c. Her husband subjected her to years of torture.5a. She restricted herself to one meal a day in order to lose weight.b. Sale of firearms is subject to many legal restrictions in almost every country.c. Travel is my dream, but the busy working life restricts my opportunities.Postreading (key for reference)Advertising MediaAdvantagesDisadvantagesNewspapers A large circulation。Easy access, able to be saved for later consultation。Cheap in cost。Daily newspapers offer the advantage of timeliness (An advertiser can prepare and publish an advertisement within a day), quickly reflect a sudden demand for certain merchandise。Most adults read a daily newspaper and many of them specifically check the ads for information about products, services, or special sales.Dull presentation, giving neither sound nor action。Drowned in an enormous number of ads, most are to be ignored。Readers’ attention is easily distracted。 Only effective in a very short period of time.MagazinesA large (nationwide) circulation。Being read in a leisurely manner。Being effective in a relatively longer period of time, as they are often kept for weeks or months before being discarded。Each copy can be read by more than one person。Offering better and more colorful representations of products.Highly specialized, hence having a smaller number of readers。Lack of timeliness。 Unable to give prompt information。Limited in content and size.TelevisionBringing sight, sound, and action directly to consumers in their homes。 voices and music added to color and pictures to catch the ear as well as the eye。A wide coverage。Easily understood.Reaching a vast audience at a relatively very low cost per viewer。Attractive, powerful, pervasive, and persuasive.High in producing and broadcasting cost。Commercials inserted in TV programs are often regarded as annoying。Lasting only a short period of time.RadioPeople can listen to programs while doing other things。Having more mercial time per hour than television stations。Radio audiences usually stick to particular stations and programs they choose to listen. And by advertising on these stations, advertisers can reach the people who are most likely to buy the products.Listeners often hear so many mercials that it is hard for any one ad to make an impression。Lack of vividness and variety。Unable to be kept and consulted later。Not impressive.Direct MailDirectly reaching a wide scope of consumers according to their occupation, age, ine, or interes