大学英语自学教程 上册 un02

[04:15.61]People always complain about taxes.
[04:18.13]人们对征税总是怨声载道，
[04:20.65]They often protest that the government uses their tax dollars in the wrong way.
[04:24.63]常常抗议政府使用税款不当。
[04:28.62]They say that it spends too much on useless and impractical programs.
[04:33.33]他们说，政府有些花钱很多的项目不切实际、毫无用处。
[04:38.05]Although Americans have different views on many issues,
[04:41.03]美国人虽说在许多问题上观点不同，
[04:44.00]they tend to agree on one subject: taxes are too high.
[04:47.39]但在一个问题上似乎是一致的，即征税太高。
[04:50.77]Text B
[04:52.24]课文B
[04:53.72]Advertising
[04:55.16]广告
[04:56.59]Advertising is only part of the total sales effort,
[04:59.17]广告仅是整个促销活动的一部分，
[05:01.74] but it is the part that attracts the most attention.
[05:04.07]但它是最引人注目的一部分。
[05:06.39]This is natural enough
[05:08.08]这很自然，
[05:09.76] because advertising is designed for just that purpose.
[05:12.58]因为广告制作的目的就在于此。
[05:15.40]In newspapers,in magazines,in the mail,on radio and television,
[05:19.19]通过报纸、杂志、邮件、广播与电视，
[05:22.98]we constantly see and hear
[05:24.81]我们不断地看到和听到
[05:26.64]the messages for hundreds of different products and services.
[05:29.46]数以百计的不同产品与服务的信息。
[05:32.28]For the most part,
[05:33.71]劝说我们购买和享受的
[05:35.15]they are the kinds of things that we can be persuaded to buy
[05:37.78]多数是这样一些东西：
[05:40.40]--food and drinks,cars and television sets,furniture and clothing,
[05:43.78]食品、饮料、汽车、电视机、家具、服装
[05:47.17]travel and leisure time activities.
[05:49.35]以及旅游与休闲活动。
[05:51.53]The simplest kind of advertising is the classified ad.
[05:54.16]最简单的广告是分类广告。
[05:56.78]Every day the newspapers carry a few pages of these ads;
[05:59.71]报纸每天都刊登好几页这类广告
[06:02.63]in the large Sunday editions there may be several sections of them.
[06:05.61]某些报纸的星期日增版上可能有许多栏目的分类广告。
[06:08.59]A classified ad is usually only a few lines long.
[06:11.07]一条分类广告通常只有几行字，
[06:13.55]It is really a notice or announcement that something is available.
[06:16.44]实际上一个通知或通告，说明能够提供某种东西。
[06:19.32]Newspapers also carry a large amount of display advertising.
[06:22.35]报纸也刊登大量的醒目广告，
[06:25.38]Most of it is for stores or for various forms of entertainment.
[06:28.47]其中多数为商店广告或各种娱乐活动的广告。
[06:31.55]Newspapers generally reach an audience only in a limited area.
[06:34.53]报纸的读者通常受地区的限制。
[06:37.51]To bring their message to a larger audience,
[06:39.99]为了扩大读者的范围，
[06:42.47]many who want to put out their ads use national magazines.
[06:45.85]不少人利用全国性尽可能志做广告
[06:49.23]Many of the techniques of modem adverrising were developed in magazine ads.
[06:52.77]人们在杂志广告中创造了许多现代化的广告技术。
[06:56.31]The use of bright colors,attractive pictures,
[06:59.19]采用鲜艳的色彩、迷人的画面、简短的文字说明
[07:02.06]and short messages is all characteristic of magazine ads.
[07:05.08]——这些都是杂志做广告的特点。
[07:08.09]The most important purpose is to catch the eye.
[07:10.37]其根本目的是引人注目。
[07:12.64]The message itself is usually short,
[07:14.82]文字部分一般很短，
[07:17.00]often no more than a slogan which the public identifies with the product.
[07:20.28]常常只是一句广告口号语，但它能使公众联想起有关的产品。
[07:23.56]The same techniques have been carried over into television advertising.
[07:26.50]杂志的广告技术现在已被移用到电视中。
[07:29.44]voices and music have been added to color and pictures
[07:32.01]色彩与画面配上解说与音乐，
[07:34.58] to catch the ear as well as the eye.
[07:36.76]既好看又动听。
[07:38.95]Television ads are short--usually only 15,30,or 60 seconds,
[07:43.07]电视广告时间委短，通常只有15秒、30秒或60秒钟，
[07:47.20]but they are repeated over and over again
[07:49.33]但它反复播放，
[07:51.46]so that the audience sees and hears them many times.
[07:53.94]可以使观众看许多遍。
[07:56.42]Commercial television has mixed entertainment and advertising.