高中英语北京模块版第四册课文05

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[00:00.00]和谐英语学习网 Lesson  43 The Advertising Game
[00:-1.00]The Idea Is Everything
[00:-2.00]The simplest types of adverts are the ones
[00:-3.00]that give information about finding certain products.
[00:-4.00]It may just be a name and address of a company.
[00:-5.00]The name might include information about the product.
[00:-6.00]For example.it could be "Shanghai sewing machines.
[00:-7.00]and you would know that this company makes sewing machines.
[00:-8.00]This kind of advertising might be good enough for products that people need.
[00:-9.00]and if there is not much competition.
[00:10.00]However,when there are competing products and services.
[00:11.00]the adverts need to be more persuasive.
[00:12.00]Some adverts use diagrams or quotations by experts
[00:13.00]to show people how good the products is.
[00:14.00]Other advertisers try to create adverts that people enjoy looking at.
[00:15.00]A lot of money is spent on applying the latest techniques
[00:16.00]of graphic design to produce the best-looking adverts.
[00:17.00]However,even that is not enough to be noticed in a modern city.
[00:18.00]People are used to seeing high standards of graphic design.
[00:19.00]Modern adverts must stand out in a world full of competition
[00:20.00]by combining the highest standards of graphic design
[00:21.00]with ideas linked with the prodverts to make them more attractive.
[00:22.00]For example,some adverts may suggest that buying a car can make you free;
[00:23.00]they are suing the idea of freedom to sell the car.
[00:24.00]Other common ideas include happiness,wealth and success.
[00:25.00]In fact,these common ideas are very old on the advertising world.
[00:26.00]For many of today's award-winning advertisers,
[00:27.00]repeating old ideas is not an effective strategy.
[00:28.00]They realise that is does not matter
[00:29.00]how attractive the idea linked with the product is -
[00:30.00]most people know that the main purpose of the advert is making customers spend money.
[00:31.00]Instead,these advertisers look for other ways to make people notice their products.
[00:32.00]Today's award-winning advertisers believe that using humour,
[00:33.00]surprise and original ideas is important in modern advertisements.
[00:34.00]Their aim is to create something original
[00:35.00]and fascinating for people to look at and by doing that,
[00:36.00]make people forget that someone is trying to sell them something!
[00:37.00]However,not all advertising is about selling commercial products and services.
[00:38.00]There are public adverts which encourage people
[00:39.00]to participate in improving their neighbourhood,
[00:40.00]protecting the environment,and helping other people.
[00:41.00]Over the last decade,the government has worked hard at using public adverts
[00:42.00]to educate the punlic on fighting AIDS,saving water,helping in the poor,
[00:43.00]giving up smoking,etc,
[00:44.00]These public adverts have helped to raise public awareness,
[00:45.00]resulting in some positive benefits for society.
[00:46.00]Such benefits include reminding people to take care of themselves
[00:47.00]and to show more concern for the country and other people.