高中英语人教版2000年高三上05

[03:39.81]因此,广告业使得产品更贵或更便宜.
[03:43.94]What can you advertise? You can advertise products of all kinds,
[03:47.36]你能做什么广告呢?你可以做很类型产品的广告,
[03:50.78]such as shoes or umbrellas,or services like car repairs and travel.
[03:54.72]例如鞋子或雨伞或修车服务和旅游.
[03:58.65]In Europe and the USA political leaders often use recorded TV advertisements
[04:02.47]在欧洲和美国的政治领导者经常用电视记录来做广告.
[04:06.30]to persuade people to vote for them.
[04:08.38]来说服人们投他们的票.
[04:10.45]Besides broadcast advertisements on radio and TV,
[04:13.12]除在收音机和电视上做广播广告之外,
[04:15.78]there are other ways to advertise:cinema,magazines and newspapers,for example.
[04:19.95]还有很多途径去做广告:例如电影,杂志和报纸.
[04:24.12]Large boards can be used for printed posters,especially near main roads.
[04:28.35]大的板块可以用来印刷海报,特别是主要的道路
[04:32.58]A sign outside or inside a shop is a form of advertising.
[04:36.02]商店的里里外外的标志是广告的一种形式.
[04:39.45]Mail or gifts posted by companies to customers is another way of advertising.
[04:43.68]公司把邮件和礼物传送给客户也是一种广告方式.
[04:47.91]Balloons and light aeroplanes
[04:50.13]气球和轻的飞机
[04:52.36]can be used to pull huge signs as they fly slowly over a city.
[04:56.08]因为他们在城市的上飞得很慢,它们可以用来拉一个很大的标记.
[04:59.80]Advertising is now a scientific business.
[05:02.23]广告业是一种新的科学的商业.
[05:04.66]Once managers would say jokingly,
[05:06.84]经理们常会开玩笑地说:
[05:09.02]"I know that half of what I spend on advertising is wasted,
[05:11.89]"我知道我花在广告上的费用有一半是浪费了,
[05:14.77]but I don't know which half.
[05:16.45]"可我不知道究竟是哪一半.
[05:18.14]Now,all parts of an advertising programme are properly measured and researched.
[05:22.07]现在,人们对广告节目的各部分都要做适当的计算与研究.
[05:26.00]How are advertisements made?
[05:27.92]怎样做广告呢?
[05:29.84]A company goes to an advertising firm to discuss the advertising of its product.
[05:33.56]一个公司去广告公司讨论这个产品的广告.
[05:37.29]The firm collects as much information as possible about the product
[05:40.22]这个公司尽可能多地收集有关这个产品的资料.
[05:43.16]and the customers who might buy it.
[05:45.08]客户们可能会买它.
[05:47.00]The person at the advertising firm in charge of the matter then holds a meeting.
[05:50.83]广告公司的负责人开了一个会.
[05:54.66]Also present will be a person who thinks up an idea for an advertisement,
[05:58.14]出席会议的还有广告的策划者,
[06:01.63]and a person who will buy space in newspapers or time on TV.
[06:05.46]一个人将在报纸上买空间或在电视上买时间.
[06:09.29]There will be a writer writing the text for the advertisement
[06:11.96]这将有一位作者为这个广告写文章
[06:14.64]and a designer who will design it,
[06:16.63]设计师会设计它,
[06:18.61]using pictures or photographs and the text.
[06:21.34]用图片或者相片和文章.
[06:24.07]When the advertisement is ready,it is shown to the company.
[06:26.70]当这个广告完成后,它将在这公司展出.
[06:29.32]If the company agrees,they may try it out in a small part of the country
[06:32.60]如果公司同意的话,他们将在国家的一小部分试验
[06:35.88]to see if product sales increase as a result of the advertisement.
[06:39.07]看看广告后这个产品的销售量是否提高了.
[06:42.25]If they do,then it will be used throughout the country.
[06:44.88]如果是的话,那么他们将在全国各地都用这个广告.
[06:47.50]If the advertising fails,having no effect on sales,
[06:50.47]如果这个广告失败了,对销售没有作用,
[06:53.43]the whole programme will be reviewed.
[06:55.42]整个程序将重新来过.
[06:57.40]Researchers will go out and interview possible customers
[07:00.49]研究员将出外接见可能的客户
[07:03.57]to find out the reasons for this failure.
[07:05.84]找出他们失败的原因.
[07:08.11]Lesson 19  1 Reading comprehension
[07:14.49]第十九课   1 阅读理解
[07:20.86]ADVERTISING (2)
[07:22.69]广告(2)
[07:24.52]What makes a good advertisement?
[07:26.49]怎样制作一个好的广告呢?
[07:28.46]There have been major changes in advertising in the past sixty years.