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1、Unit1ReadingNowadays,wecanfindadvertisementsalmostwhereverwego.Wearesousedtothemthatweoftendonotevenrealizehowmanyweseeandhearinaday.Ididsomeresearchonadvertisements,andhavesomeveryimportantinformationtosharewithyou.Whatisanadvertisement?Anadvertisementuseswordsandpicturestope
2、rsuadepeopletobuyaproductorservice,ortobelieveinanidea.Newspapers,magazines,theInternet,radioandtelevisionarethemostcommonplacestofindthem.Therearetwomaintypesofadvertisements—commercialadvertisementsandpublicserviceadvertisements(PSAs).Acommercialadvertisementisonewhichsomeon
3、ehaspaidfortoadvertiseaproductorservice.PSAsareoftenrunforfree,andaremeanttoeducatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare.Doesanadvertisementtellpeoplethecompletetruth?Therearelawstoprotectpeoplefromadvertisementsthatcheatpeople.However,westillmustb
4、eawareoftheskilfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,itdoesnotmeanitisaltogetherinnocent.Onetoothpasteaddeclares,'Bright-Teethfightsbadbreath!'Thisstatementtriestofoolyouintoassumingthatthetoothpastecuresbadbreath,yetitdoesnotsaythat!Allitsaysisthatitfig
5、htsit,andthatisnotthesamethingatall.Onegrocerytellscustomers,'Youareproudofyourcooking,soshouldn’tyoubuytheveryfreshestfood?'Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However,itneversaysthatthisgroceryhasthefreshestfood!Thegroceryjusthopesthatwhenyoureadthead,
6、youwillfeelpleasedwiththenicecomment,rememberthewords‘freshestfood1,andmakeamentalconnectionwiththefoodinthegrocery.Wemustnotfall25forthiskindoftrick!PublicserviceadvertisementsNotalladsplaytricksonusthough.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,bu
7、ttheyaremadetoservethepublic.PSAsaimtoteachusandhelpusleadbetterlives.Ourgovernmentunderstands30thisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwidepublicserviceadvertisingcampaignin1996,andsincethenvarioustypesofPSAshaveappearedaroundthecountry.Youhaveprob
8、ablyseenorheardsomeofthemyourself,suchas,‘Yestolife,notodrugs
