【正文】 prospect why it is in his or her interest to consider your offer and focusing on the customer’s selfinterest.178。Not being able to contain much information.InternetA worldwide coverage。 Unable to give prompt information。 easy to remember。 an emotional appeal。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。A wide coverage。No obvious effect on viewersLimited in number of viewers.Reading IIDictationAdvertising is a message designed to promote a product, a service, or an idea. In everyday life, people e into contact with many kinds of advertising. Printed advertisements make up a large part of newspapers and magazines. Poster ads appear in streets, on buses and in subway stations. Commercials interrupt TV and radio programs. The purpose of most advertising is to sell products or services. Manufacturers advertise to try to persuade people to buy their products. Large business firms also use advertising to create a favorable image of their panies. Local businesses use it to gain new customers and increase sales. Advertising thus plays a key role in the petition among businesses for the consumer39。 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。 Knowing which goal you are in pursuit of and which goal you should be aiming at before writing.178。 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。 Using a direct style and personalizing the message as much as possible. 178。Unable to be kept and consulted later。Being read in a leisurely manner。 powerful。 funny。Drowned in an enormous number of ads, most are to be ignored。Having more mercial time per hour than television stations。 unable to unsay what has been said, may not be remembered, unable to organize your thoughts, may leave out some important points, rather expensive if travel involved…4) What do you think are some of the advantages / disadvantages of municating in writing? much cheaper, a record can be kept for the files, errors can be changed, can write when you’re in the right mood, can take your time over planning, can consider how to express plicated and delicate details… take more time preparing, no feedback or the feedback is delayed, no personal touch, no smiles, no handshakes…Exercise2. Choose the best answer to plete the following sentences. 1. b 2. c 3. d 4. a 5. d the word according to the meaning provided.1. script 2. enthusiast 3. perspective 4. infatuated 5. deduce 6. subconscious 7. inevitable 8. widget 9. minimalist 10. premise the correct forms of the following expressions in the blanks.1. prospects 2. perspective 3. far from 4. downright 5. premise 6. deduced 7. in question 8. irrelevant 9. odds 10. merits 11. subconscious 12. settle for 13. More often than not 14. categorised 15. selfevident the following sentences and replace the italicized words with the appropriate phrases from the text.1. From my point of view, the new trading policy is not practical.2. It’s management that’s at fault rather than the workforce.3. With its superb design and reasonable price the upgraded product appeals to the customers.4. I hate to spring the news on you at such short notice. 5. Particular attention should be given to the prospects.6. The president of the firm once had an intimate knowledge of import and export business. study1a. Every guest should settle their bills before leaving the hotel.b. They had hoped to get a great deal from that contract but had to settle for a lot less.c. The management and union members met to try to settle their dispute.2 a. There is no reason to suppose that her new book will be any better than her last one.b. The meeting was supposed to take place on Tuesday, but we have postponed it.c. The police are acting on the supposition that she took the money. 3 a. Powerful advertising can convince people to buy almost anything.b. Convinced of the quality of the product, the buyer signed the contract on the spot.c. It took me a day or two to convince her that I was not going to harm her.d. Investigators have not found a convincing motive for the crime.4 a. Many Chinese businessmen pursue a middle course when doing business.b. China has pursued the foreign policy of peaceful coexistence.c. Feeling an urge for further study he decided to pursue a doctor’s degree after obtaining his master’s degree.d. People are having to move to other areas in pursuit of work.5 a. Would anyone care to respond to the last question?b. After this kind of stoves hit market consumers responded favorably to them.c. The new exhibition has met with a favourable response from the public.Postreading (key for reference)Principles for Producing an Effective Sales Letter178。 Include a . Studies show that most people read the . before they read the rest of the letter. You can even include a seco