Unit 8 BOOK 1

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1、Unit8Ads–EverywhereinOurLifePassageAPre-ReadingTask1.Whatkindofadsdoyouusuallysee?2.Howdoyouthinkaboutads?GettoAdvertisementsInbusinessline,advertisingisonlypartofthetotalsaleseffort,butitisthepartthatattractsthemostattention.Thisisnaturalenoughbecauseadvertisingisdesignedf

2、orjustthatpurpose.Innewspapers,inmail,onradioandtelevision,weconstantlyseeandhearthemessagesforhundredsofdifferentproductsandservices.Thesimplestkindofadvertisingistheclassifiedad.Everydaythenewspaperscarryafewpagesoftheseads;inthelargeSundayeditionstheremaybeseveralsection

3、softhem.Aclassifiedadisusuallyonlyafewlineslong.Itisreallyanoticeorannouncementthatsomethingisavailable.Newspapersalsocarryalargeamountofdisplayadvertising.Mostofitisforstoresorforvariousformsofentertainment.Newspapersgenerallyreachanaudienceonlyinalimitedarea.Tobringtheirm

4、essagetoalargeraudience,manywhowanttoputouttheiradsusenationalmagazines.Manyofthetechniquesofmodernadvertisingweredevelopedinmagazineads.Theuseofbrightcolors,attractivepictures,andshortmessagesisthecharacteristicofmagazineads.Themostimportantpurposeistocatchtheeye.Themessag

5、eitselfisusuallyshort,oftennomorethanasloganwhichthepublicidentifieswiththeproduct.Thesametechniqueshavebeencarriedoverintotelevisionadvertising.Voicesandmusichavebeenaddedtocolorandpicturestocatchtheearaswellastheeye.Televisionadsareshort---usuallyonly15,30,or60seconds,but

6、theyarerepeatedoverandoveragainsothattheaudienceseesandhearsthemmanytimes.Commercialtelevisionhasmixedentertainmentandadvertising.Butnotalladvertisementsaretrustworthy.Certainadvertisedproductsturnouttobedeceitful,orfailtoliveuptowhatisadvertised.Someconsumersmaybetemptedto

7、buythingstheydon’treallyneed.Forthosewhotendtofollowads,itisessentialtoremember:lookbeforeyouleap.(字数：334words)15NewWordsbusiness/'biznis/n.商业；生意；交易；事情advertising/'ædvətaɪzɪŋ/n.广告；广告业；登广告a.广告的；广告业的attract/ə'trækt/v.吸引；引起；有吸引力constantly/'kɔnstəntli/ad.不断地；时常地classified/'klæs

8、ɪfaɪd/a.分类的；类别的；机密的edition./ɪ'dɪʃ(ə)n/n.版本notice/'nəʊtɪs/n.通知，布告；注意；公告announcement