【正文】 ? German isn’t up to translating that letter. ? 我的德語還不行，翻譯不了那封信。 ? Our plane made a smooth landing. ? V. 使平滑，平坦 弄平，撫平（常與 down, out 連用） ? Smooth out a tablecloth. ? 拉平桌布 ? adv. = smoothly Product/service advertised Groups of people aimed at Desires/ worries of users AD1 AD2 AD3 Bike People who want to lose weight The desire to be healthy and attractive Home Manager Houseowners with a PC The worry of insecurity Vehicle Rental People who want to rent a car or a minibus The desire to be economical and feel fortable ?thanks to : 由于，多虧 ?1. 多虧天氣好，我們玩得很盡興。 （飛利浦電子） ? No business too small。 ? In everyday life ? Reach the expected goal ? Seem to do sth. ? Suggest doing sth. ? At the beach ? Fail to do sth. ? At a beach piic ? Consider doing sth. ? Beach food ? Highly culture – conscious ? Plan to carry out ? Cultural background ? Potential customers ? The advertising programme CDE ? In ________ consumers have seen lots of successful examples of advertisements .However , there are also many examples of advertisements that don’t seem to reach the ________ . ______ example was ______ McDonald’s first arrival in Brazil .Their advertisements ______ Brazilians should eat McDonald’s hot hamburgers at a piic at the beach .But they failed_______ their custom of _____ cold things at a beach piic . Braizilians don’t consider a hot hamburger proper beach food . ? In advertising , therefore, the designers have to be __________ when planning _________ an international programme in a foreign country . Study the cultural_______ of the ______ customers, or ____ the advertising programme ! Witticism(妙語 ) in Advertising ? Good to the last drop. ? 滴滴香濃，意猶未盡。 ? conscious 與名詞一起構(gòu)成合成詞，意思是“有 意識”，又如： ? selfconscious fashionconscious ? 自覺的 有時(shí)尚意識的 ? healthconscious clothesconscious ? 有健康意識的 注重衣著的 ? statusconscious ? 有地位意識的 ? spoil: 弄壞，糟蹋，損傷，腐壞 (spoiled/spoilt都可以） ? 1. The rain spoiled our excursion. ? ，就會破壞你的胃口。 ? 3. She suggested that we (should )have lunch at the new restaurant. ? 4. I suggested to him that he （ should ）join the club activities. ? suggest: 委婉地說 , 暗示 ? Are you suggesting that I’m not suited for the job? ? n. suggestion ? adj. suggestive 暗示的，引起聯(lián)想的 ? carry out 實(shí)施，實(shí)行 ? 1. 我們將很快執(zhí)行你的指示。 ? Since we have elected him monitor, we should back him up in his work. ? quote ? vt. 引用 ? He is always quoting the poem by Shelly. ? 他總是引用雪萊的詩。 ? n. intention ? 我不打算會見我的前任老板 ? I have no intention of meeting with my former boss. ? make use of 利用 ? 1. Students are to learn to make full use of their time to develop various skills and abilities. ?學(xué)生應(yīng)該學(xué)會充分利用時(shí)間發(fā)展各種技能。 ? We must take local conditions into account. ? desire : ，渴望 （不可用進(jìn)行時(shí)和祈使句） ? desire +n./desire to do/ ? desire sb. to do /desir