【正文】 ? Most readers are in a big hurry. Long paragraphs look intimidating and hard to read. Short chunks of copy separated by white space immediately say “get this information fast.”178。 Showing the customer what benefits you can offer (some typical benefits customers seek are saving money, making money, getting a better job, being more attractive, being more healthy, being more secure, losing weight, acquiring higher prestige and status, having an easier life, being admired by others, being loved, having someone to love, avoiding disasters and many similar emotional desires)178。 Be especially careful that your letter appears to be easy to read. 178。Viewers unlike TV audience are not pelled to access the information。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。Limited in content and size.TelevisionBringing sight, sound, and action directly to consumers in their homes。Readers’ attention is easily distracted。 …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。 inspiring。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。 eyecatching。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。 Only effective in a very short period of time.MagazinesA large (nationwide) circulation。 voices and music added to color and pictures to catch the ear as well as the eye。Lack of vividness and variety。Highly reciprocal and sensational.Quick and prompt informationThe number of viewers can be accurately counted.Not very reliable。 Making your sentences short and direct and breaking up your copy frequently into short paragraphs, with indentions at the beginning of each and spaces between paragraphs.178。 Knowing which goal you are in pursuit of and which goal you should be aiming at before writing.178。 Be especially careful that your letter appears to be easy to read. 178。 Showing the customer what benefits you can offer (some typical benefits customers seek are saving money, making money, getting a better job, being more attractive, being more healthy, being more secure, losing weight, acquiring higher prestige and status, having an easier life, being admired by others, being loved, having someone to love, avoiding disasters and many similar emotional desires)178。 Concerning yourself with the two factors: promise and proof (Offer the properly motivating promise what you offer will benefit the customer – and the proof, the rationale that you can and will keep the promise. Be careful you don39。 Using a direct style and personalizing the message as much as possible. 178。t dilute the impact of your letter by promising something unrealistic. The sales appeal should be built around one central feature, one major benefit that you believe will have wide appeal and that you believe you can back up. Then concentrate on proving that promise to be a valid one: far better a modest promise that you can back up than a blue sky promise that you can’t substantiate.178。 Using the customer’s name in the body of the letter. Keep in mind You ( the customer) is always a key word to success.178。s dollar. In many businesses, the volume of sales depends largely on the amount of advertising done. Comprehension Write “T” for true, “F” for false or “NM” for not mentione