1、“Advertising is a form of commercial mass communication designed to promote the sale of a product or service, or a message on behalf of an institution, an organization, or a candidate for political office.”Advertising can be looked at from various perspectives. As the quote above states, its purpose
2、 is to increase the number of articles or products sold. These are not only things we can buy in different stores, for example clothing or supplies for our daily life, but also such simple things as a message placed by an institution or organization asking for the attention of the public to raise mo
3、ney or to make them aware of a problem, such as antismoking ads. Even political parties use advertisements and commercials to state the opinion of their candidates.Advertising became big business in the 20th century, offering many different jobs in advertising agencies and the marketing section. The
4、 use of the media, like newspapers, television, the radio, magazines, outdoor signs and of course the Internet makes this growth possible. It is a form of transporting information to the consumer, and it does not only have positive sides. There are many critical aspects about it, like persuading peo
5、ple into doing unhealthy things or producing special stereotypes everybody tries to follow.However, advertising has become international, since producers and companies try to sell their products on a globalized market in almost every corner of the world.,阅读障碍词1candidate n候选人，候补人2critical adj.批评(性)的；
6、极为重要的，关键的3stereotype n模式化的形象Please match the words with their proper meanings.1promote Amake someone agree to do sth. by giving them reasons why they should2comment Bstop someone from being affected by an illness3cheat Ca written or spoken remark giving an opinion4innocent Dask for information or ad
7、vice from sb. because it is their job to know sth.5trick Eto help sell a product, service, etc. or make it more popular, for example by advertising 6persuade Fan unfair thing you do to harm someone or get an advantage for yourself7cure Gtreat someone dishonestly8consult Hnot guilty of a crime答案：15EC
8、GHF68ABDCan you think of a good slogan for each ad?答案：1.Never delete green, keep it forever!2Taiwan, China!.Fastreading1Skim the text and then we know that there are two main types of advertisements. Theyre commercial_advertisements_and_public_service_advertisements_(PSAs)2The author wrote this arti
9、cle in order to help_us_get_a_comprehensive/thorough_understanding_of_ads.Carefulreading()Read the text and decide whether the following statements are true (T) or false (F)1Ads mainly use written words to persuade people to buy a product or service.( F )2Commercial ads have more effect on society t
10、han PSAs.( F )3Some skilful methods used in commercial ads are hard to recognize.( T )4Not all ads are run free of charge.( T )5Not all PSAs deal with social concerns.( T )()Fill in each blank with no more than three words according to the text.IntroductionWe get used to advertisements as they (1)ap
11、pear wherever we go. They can be found in places like newspapers, magazines, the Internet, radio and television to persuade people into (2)buying/purchasing a product or service, or into believing in an idea.Two typesof adsCommercialadsPSAsCharacteristicsBe not free for (3)advertising a product or s
12、ervice.Use skilful methods to promote things.Play tricks on people and often dont tell people (4)the_truth.Be (5)free_of_charge to educate people about health, safety, or any other problem that affects public welfare.Use some of the same methods including attractive pictures and clever language to s
13、erve the public.Aim to teach us and help us to (6)lead_better_lives.Be (7)beneficial_to the public instead of fooling them.(8)ExamplesBrightTeeth fights bad breath!You are proud of your cooking, so shouldnt you buy the very freshest food？Yes to life, no to drugs.Knowledge changes life.Project Hope e
14、ducating every child.When you smoke cigarettes, you are slowly killing yourself.ConclusionWe must not fall for commercial ads.(9)Think_twice before you take action to buy the promoted product or service.We should be (10)intelligent/clever/bright/smart when facing advertisements.StudyreadingAnalyze t
15、he following difficult sentences in the text.1We are so used to them that we often do not even realize how many we see and hear in a day.句式分析尝试翻译我们对广告太习以为常了，甚至常常意识不到一天当中能看到和听到多少广告。2The grocery just hopes that when you read the ad, you will feel pleased with the nice comment, remember the words fresh
16、est food， and make a mental connection with the food in the grocery.句式分析尝试翻译这家食品杂货店只是希望当你读到这则广告时，你会很乐于看到其中的恭维，记住“最新鲜的食品”这几个词，在心理上将其与该店里的食品联系起来。3Finally, I wish to tell you this: think about why you should do the things the ad suggests, or buy the product or service the ad promotes.句式分析尝试翻译最后，我想告诉大家：
17、想想你为什么要做广告建议你做的事情，或者为什么要买广告推销的产品或服务。.PostreadingFill in the blanks according to the text.There are two main types of advertisements commercial advertisements and public service advertisements. The former is one which someone has paid for to advertise a product or service. Although we have laws to pr
18、otect us from ads that cheat people, we still must be aware of the skilful methods used in ads to try and sell us things. Even if an ad does not lie, it does not mean it is altogether innocent. We must not fall for this kind of trick！The latter is one that they are placed for free and meant to educa
19、te people to believe in an idea which affects public welfare. PSAs deal with large social problems and are made to serve the public. They also teach us how to live better lives. Although not all ads play tricks on us, we must all use our intelligence and not be a slave to them.AdvertisementsNowadays
20、, we can find advertisements almost wherever we go. We are so used to them that we often do not even realize how many we see and hear in a day. I did some research on advertisements, and have some very important information to share with you.What is an advertisement?An advertisement uses words and p
21、ictures to persuade people to buy a product or service, or to believe in an idea. Newspapers, magazines, the Internet, radio and television are the most common places to find them. There are two main types of advertisements commercial advertisements and public service advertisements (PSAs). A commer
22、cial advertisement is one which someone has paid for to advertise a product or service. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem that affects public welfare.Does an advertisement tell people the complete truth?There are laws to protect p
23、eople from advertisements that cheat people. However, we still must be aware of the skilful methods used in ads to try and sell us things. Even if an ad does not lie, it does not mean it is altogether innocent. One toothpaste ad declares, BrightTeeth fights bad breath！ This statement tries to fool y
24、ou into assuming that the toothpaste cures bad breath, yet it does not say that! All it says is that it fights it, and that is not the same thing at all. One grocery tells customers, You are proud of your cooking, so shouldnt you buy the very freshest food？ This ad is very clever, because it tells c
25、ustomers they are good cooks. However, it never says that this grocery has the freshest food! The grocery just hopes that when you read the ad, you will feel pleased with the nice comment, remember the words freshest food， and make a mental connection with the food in the grocery. We must not fall f
26、or this kind of trick!Public service advertisementsNot all ads play tricks on us though. PSAs use some of the same methods, like attractive pictures and clever language, but they are made to serve the public. PSAs aim to teach us and help us lead better lives. Our government understands this and has
27、 been using PSAs to educate people for many years. China began a nationwide public service advertising campaign in 1966, and since then various types of PSAs have appeared around the country. You have probably seen or heard some of them yourself, such as, Yes to life, no to drugs and Knowledge chang
28、es life. These ads deal with widespread social concerns. There are also PSAs that encourage people to support public service projects, such as Project Hope. Its motto is Project Hope educating every child. There are even PSAs to teach us how to live healthy lives. One of these is, When you smoke cig
29、arettes, you are slowly killing yourself. All of these ads are meant to benefit the public, and you can often learn a lot by following the advice they give.Finally, I wish to tell you this: think about why you should do the things the ad suggests, or buy the product or service the ad promotes. When
30、it comes to advertisements, we must all use our intelligence and not be a slave to them！广告如今，广告随处可见。对广告我们太习以为常了，我们甚至常常意识不到一天当中能看到和听到多少广告。我对广告做了一些研究，这里有一些非常重要的信息同大家分享。什么是广告？广告利用语言和图片劝说人们购买某种产品或服务或者是相信某种理念。报纸、杂志、互联网、广播和电视是最普遍的广告载体。广告主要分为两类商业广告和公益广告。商业广告是广告客户支付费用以宣传某种产品或服务的广告。而公益广告往往是免费投放的，其目的是向人们提供关于健
31、康、安全或者其他影响到公众利益的问题。广告会百分之百地讲真话吗？为保护消费者，对于欺骗性广告制定了法律。尽管如此，我们对商业广告中所使用的试图向我们兜售商品的技法还是得有些意识。一则广告，即使不说谎，也并不意味着它讲的完全真实。比如有一则牙膏广告称：“亮齿牌牙膏挑战口臭！”这种表述试图让你设想这种牙膏能够“治愈”口臭，可广告上却根本没有这样表达！广告上只是说“挑战”，可它与“治愈”压根儿就是两码事。有一家杂货店对顾客如此说道：“您为自己的厨艺感到自豪，难道不需要购买新鲜到家的生鲜食品吗？”这则广告很聪明，聪明在其吹捧顾客是烹调高手。但是，这则广告本身却根本没说本店供应的是最新鲜的生鲜食品！杂货
32、店只是希望顾客读到这则广告的时候会被其恭维弄得飘飘然，并因此记住“新鲜到家的生鲜食品”这样的字眼，从而在脑海中将这个字眼与本店销售的生鲜食品联系起来。我们绝不能轻信这种小把戏而上当啊！公益广告然而，并非所有广告都跟我们玩花招。公益广告也使用商业广告中某些相同的手法，如，引人注目的图像和具有创意的语言，但公益广告的目的是服务大众。公益广告旨在教导大众，为改进人们的生活提供帮助。我国政府认识到公益广告的价值，因而多年来一直使用公益广告教导大众。1966年，中国在全国范围内开展了一场公益广告宣传活动，从那时起至今，全国范围内已经发布了各种类型的公益广告。你很可能也亲眼见过或亲耳听过其中的一些，如“珍爱生命，远离毒品”、“知识改变命运”。这些广告所涉及的是一些社会普遍关注的问题。但也有一些公益广告是鼓励人们支持有关公共服务项目的，如希望工程。其广告词是“希望工程让每个孩子受教育”。甚至还有一些公益广告教导我们如何健康地生活。这类公益广告有一则是“吸烟等于慢性自杀”。所以这些广告旨在让公众受益，遵循这些广告上的建议你往往能学到很多东西。最后，我想对大家说的是：要思考你为什么要听从广告上的建议，或者购买广告上推销的产品或服务。谈及广告，我们都必须运用自己的智慧，而不要成为广告的奴隶！
