III. Listening In

Task 1: The Influence of Advertising

Richard: Dad, I need a pair of new shoes for an important basketball game. My old ones look kind of funny.

Father: Funny! We just bought those last spring. There’s a lot of life left in them.

Richard: But look at this ad with Yao Ming. He says these shoes give him extra spring.

Father: Yao Ming is so tall that he doesn’t need extra spring. Anyway, he makes money than I do. And they probably give him millions of dollars to wear those shoes.

Richard: But if you bought me the shoes, I’d wear them for nothing. And I’d have that extra spring.

Father: Do you think Yao Ming reached the top just because of the shoes he wears? Or was it something else?

Richard: You mean like hard work, dedication, that sort of thing? Father: Exactly. Just focus on your studies and forget the shoes. 1. shoes 2. funny 3. a lot of life 4. ad

5.extra spring 6. money 7. millions of dollars 8. for nothing 9. reach the top

10. hard work 11. focus on 12. forget Task 2: A job ad for a friendly employee

A firm advertising for a \employee has been asked to change its wording because it discriminates against unfriendly people.

Travelco, a travel agency, put in a request for a \provide food for its staff. But the Job Center in Bristol told managing director Harry Smith that he would have to remove the word \before the advertisement could be accepted.

Mr. Smith said he could not believe the decision and thought it was \He said, \were told we could not use that particular word because it was discriminatory against people who looked unfriendly. We thought it was ridiculous. It's only too natural for us to specify what

kind of people we want.\said they thought they had been a little over the top.\

The center had made it a rule that certain words were not allowed in ads and the words \and \had been banned in the past.

An official of the center said, \personality characteristics in advertisements to ensure that there is no discrimination in the process.\

She added, \should leave the dispute to the local judges. They'll make the final decision. It's possible that a member of our staff has been over-enthusiastic in cutting out words in ads.\1.F 2.T 3.F 4.F 5.T

Task 3: Don’t even think about it!

“Don’t even think about it!” is a phrase commonly used in the United States when a person emphatically denies or refuse something.

In 1995, Shaquille O’ Neal, a popular basketball player, made a Pepsi commercial in which this phrase was used. The commercial begins with Shaq playing basketball, and a little kid is watching him. Then the boy cries out the name of this basketball star. Shaq turns to see the kid with a Pepsi n his hand. He walks over to the boy and says, “Hey, can I have it?” He bends over, supposing that his admirer will give him the Pepsi. But then the kid says, “Don’t even think about it!” This commercial was rather popular, and it had been shown on TV for about three years. The commercial seems to have a more dramatic effect than that produced by the Coca-Cola company in the 1970s. In the Coke ad a young boy meets football star “Mean” Joe Green as he is leaving the field a game. The boy gives his hero a bottle of Coke, and in exchange for the drink, the football player throws to the boy, who excitedly catches the souvenir. The phrase “Don’t even think about it!” is used on many other occasions. Visitors to New York City are often amused to see a road sign with these words: “Don’t even think about parking here.” This road sign means that people are strictly prohibited from parking there. 1. A 2.B 3.B 4.C 5.C IV. Speaking Out Model 1 Who pays?

Laura: Hey!

Bob: Hey! Look, this is a cool TV commercial. “Things go better with Coke!”

Laura: I think the Pepsi commercial is just as attractive: “The choice of a new generation!”

Bob: Yeah, but the competitors are just canceling out each other’s efforts.

Laura: That’s quite true. They both spend piles of money to increase their market shares, but neither gains.

Bob: I’m afraid the extra costs of advertising will be passed on to the consumers.

Laura: I hear that the advertising produces a good image of a product, and that leads to consumer brand loyalty. Bob: What do you mean by consumer brand loyalty?

Laura: It means consumers are loyal to a certain product and keep buying it. Also, they’re willing to pay more.

Bob: It seems contradictory. In other words, more sales mean lower production costs, but more advertising means higher costs to the consumer. In the end the winner is of course the company. Laura: That’s true! Now Your Turn

A: Look, “Make yourself heard!” The Ericsson’s TV commercial is so cool.

B: I think the Nokia’s commercial is just as fascinating: “Connecting People.”

A: I’m afraid consumers will have to pay for the advertising. B: I hear that the advertisements create as a favorable on\\mage of a product, and that leads to consumer brand loyalty. A: Could you explain “consumer brand loyalty”?

B: I mean consumers identify with the product and keep buying it. Sometimes they’re even willing to pay more.

A: It is contradictory that increases sales lead to a lower production cost per unit, but more advertising results in greater costs for consumers. The winner is always the company. B: I agree.

Model 2 Beware of ads!

Peter: Mind if I switch channels? Those TV commercials are killing me. Jane: How can you say that? Watch: “Take Toshiba, take the world.” Fantastic! There’s a product you can depend on. A powerful product. Peter: If I were you, I wouldn’t trust those commercials.

Jane: Now, look at this McDonald’s commercials! Aren’t those little kids cute? Oh, and there’s such a warm family feeling.

Peter: Just how an advertising agency wants you to see McDonald’s. you’re the target audience.

When they make TV commercials, they use scientific methods to learn what you’ll like and buy.

Jane: Are you telling me those darling little children biting into Big Macs are part of a scientific project to get me into McDonald’s? Peter: Advertises don’t bother with facts more. Instead they want the end-user—that’s you—to fall in love with their product.

Jane: I see. So what you’re saying is, “Watch out, or commercials will take over your life.” Now Your Turn

A: Shall we switch to another channel? I don’t like those TV commercials. B: Why do you think so? Look: Just do it! What a powerful product. A: I doubt it.

B: Now, look at this L’Oreal commercial. The model’s skin is so smooth. A: This is what they want you to believe: use the product and you will get the same skin.

B: You mean they are lying about the product? I don’t really think so. A: Advertisers now appeal to emotions, not reason. They want you to like their product.

B: Well, I don’t really agree with you, but we can switch to another channel.

Model 3 Are the free magazines free?

Peter: Jane, what’s that magazine you’re reading?

Jane: It’s one of those free magazine you can pick up around town. It’s got some pretty interesting articles in it.

Peter: Wake up, Jane! It’s not free at all. Look at it: It’s all advertising.

Jane: Maybe so, but if the advertising pays for the magazine, then I don’t have to.

Peter: Sure you do. The cost of the ads is built into the products. Jane: Still, I think advertising serves a useful purpose. It tells me about new products.

Peter: A lot of companies spend more money on advertising than on making quality products.

Jane: But some commercials are really fascinating. Besides, you have the freedom to choose not to look at the ads. Peter: Well, it’s time to cook dinner. Now Your Turn

A: What’s that brochure you’re reading?

B: It’s a giveaway brochure you can easily find here and there. It’s got some pretty interesting things in it.

A: Do you really think so? It’s not really free. Look at all the ads in it.

B: Could be, but I don’t have to pay for it.

A: You bet you do. The cost6oof the ads is included in the products. B: Still, I think advertising tells me about new products. It helps me in choosing what to buy.

A: This is just what the advertisers want you to do.

B: But some commercials are really fascinating. Besides, you’re didn’t have to believe all the ads. A: Well, let’s go swimming. V. Let’s Talk

Advertising techniques

To write good advertisements, you have to remember a number of things.

You should always start with the greatest benefit to consumers. For example, you can mention such advantages as money-saving, satisfying effects, improved health, better appearance, greater self-esteem and so on.