高中英语人教版高三1 05

[06:11.57]Also present will be a person who thinks up an idea for an advertisement,
[06:18.62]and a person who will buy space in newspapers or time on TV.
[06:26.17]There will be a writer writing the text for the advertisement
[06:31.63]and a designer who will design it,using pictures or photographs and the text.
[06:39.57]When the advertisement is ready,it kis shown to the company.
[06:44.85]If the company agrees,they may try it out in a small part of the country
[06:51.40]to see if product sales increase as a result of the advertisement.
[06:57.85]If they do,then it will be used throughout the country.
[07:03.13]If the advertising fails,having no effect on sales,
[07:09.09]the whole programme will be reviewed.
[07:13.03]Researchers will go out and interview possible customers
[07:19.20]to find out the reasons for this failure.
[07:23.74]Lesson 19
[07:33.72]1 Reading Comprehension
[07:38.27]ADVERTISING(2)
[07:41.92]What makes a good advertisement?
[07:45.89]There have been major changes in advertising in the past sixty years.
[07:52.24]People read advertisements partly for information
[07:57.52]and partly because they are interesting.
[08:01.46]Today's advertisements often start with a question,or a puzzle,
[08:08.12]with the purpose of attracting the reader's attention.
[08:12.49]Of course,nost advertisements contain information.
[08:18.23]But this is usually contained in a text that is interesting and often funny.
[08:27.38]Humour is very important.
[08:31.53]Sometimes advertisements tell a story,
[08:36.49]or the story may be continued over a number of advertisements.
[08:42.37]However,there is a danger in this.
[08:47.23]It is possible that the reader or viewer will remember the advertisement
[08:54.07]but not the name of the product. There are other dangers.
[09:00.45]If you are selling your product in a foreign marker,
[09:05.49]you must check that the translation is correct.
[09:10.35]A company that sold hair cream wanted to say"X puts life into dry hair."
[09:20.51]They took some photographs of a handsome actor,
[09:25.55]and the advertisements appeared on large boards by the side of the road.
[09:31.92]Nobody bought the product,however,
[09:35.97]because when translated it meant"X puts living things into dry hair."
[09:44.44]In the 1960s, a British car company which made very expensive cars
[09:51.91]was about to sell its latest car in Germany.
[09:56.56]However,the company had to change the name of the car at the last monent.
[10:03.12]A German speaker at the factory pointed out to the sales manager
[10:09.28]that the British name of the car meant"animal waste"in German.