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Unit 5

Unit 5. Advertisements Lesson 19 Commercial Ads. Section 2 Sample Study. Section 1 Getting Started. Section 3 Composing Your Message. Section 4 Writing Your Message. Section 5 Advertisement Practice. Section 6 Supplementary Materials. 返回. Contents. SEC 2. SEC 3. SEC 4. SEC 5.

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Unit 5

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  1. Unit 5 Advertisements Lesson 19 Commercial Ads

  2. Section 2 Sample Study • Section 1 Getting Started • Section 3 Composing Your Message • Section 4 Writing Your Message • Section 5 Advertisement Practice • Section 6 Supplementary Materials 返回 Contents

  3. SEC 2 SEC 3 SEC 4 SEC 5 SEC 1 SEC 6 返回 Section 1 Getting Started 1 Read the following advertising slogans. Match the slogan with the product and try to translate them into Chinese. 1. No business too small, no problem too big. A. IBM 2. Good to the last drop. B. Nike 3. Obey your thirst. C. L’Oreal 4. Impossible made possible. D. Pepsi 5. Come to where the flavor is. Marlboro Country. E. Canon printer 1 A ____________________________________ ______________ 没有不做的小生意，没有解决不了的大问题。 IBM电脑 2 D ____________________________________ ______________ 滴滴香浓，意犹未尽。 耐克运动鞋 3 G ____________________________________ ______________ 服从你的渴望。 欧莱雅化妆品 4 E ____________________________________ ______________ 使不可能变为可能。 百事可乐 5 J ____________________________________ ______________ 光临风韵之境——万宝路世界。 佳能打印机

  4. SEC 2 SEC 3 SEC 4 SEC 5 SEC 1 SEC 6 返回 Section 1 Getting Started 6. The taste is great. F. Nestlé coffee 7. Just do it! G. Maxwell 8. I’m lovin’ it! H. Kentucky Fried Chicken 9. Because I’m worth it. I. McDonalds Finger-lickin’ good. J. Marlboro cigarette 6 F ____________________________________ ______________ 味道好极了。 雀巢咖啡 7 B ____________________________________ ______________ 只管去做。 麦斯威尔咖啡 8 I ____________________________________ ______________ 肯德基 我现在很喜爱它。 9 C ____________________________________ ______________ 因为我值得拥有。 麦当劳 10 H ____________________________________ ______________ 万宝路香烟 食指大动,不亦快哉! 2 What advertisement (s) do you remember? Why can you remember them well?

  5. More Samples Section 1 Getting Started • Tide’s in. Dirt’s out. • Unlike me，my Rolex never needs a rest. • Ask for More. （摩尔牌香烟） • Where there is a way for car, there is a Toyota. • 任劳任怨，只要还剩一口气。(轮胎广告) • 中国人的生活，中国人的美菱。(美菱冰箱广告) • 酒味像白云一样纯正，质地像白云一样透明，泡沫像白云一样洁白，牌子像白云一样出名。(白云啤酒广告) • 借问酒家何处有，牧童遥指杏花村。(杏花村汾酒广告) • 随心所“浴"(热水器广告) • 身在伏中不知伏(科龙空调广告)

  6. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 2 Sample Study Sample 1 AVON The company for women. Welcome to the world of Avon. Our to supporting women touches beauty—but health, fitness, self-empowerment and financial independence. Our vision is to be the company that best understands and satisfies the product, service and self-fulfillment needs of women globally. 我们的理想是要成为最能理解并且最能满足全世界女性对产品、服务和自我实现需求的公司。 dedication 献身，奉献 Translate 雅芳 女人的公司 欢迎到雅芳世界。我们的理想是要成为最能理解并且最能满足全世界女性对产品、服务和自我实现需求的公司。我们对女性的支持不仅在于美貌,还有健康、苗条、自尊和经济上的独立。

  7. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 2 Sample Study Sample 2 Maybe it’s an , but it’s based on facts. Chevy Impala exceptional room, comfort and design. Add all that to Impala’s great drive, and that can be . Chevy Impala, we’ll be there. —CHEVY Did you hear the one about the couple who test drove a new IMPALA and never came back? 你听说过一对夫妇试驾新型的英帕拉却一去不复返的故事？ urban legend 都市传奇 treats you to treat sb/oneself to sth: 以某物款待某人 Plus fuel economy unsurpassed by and V6 competitor. 前所未有的低油耗和马力强劲的V6引擎。 mighty tempting 极大的诱惑力 Translate 你听说过一对夫妇试驾新型的英帕拉却一去不复返的故事？或者其中有夸大的成分，但还是有事实根据的。雪佛兰英帕拉给你带来的是意想不到的宽敞、舒适和设计。前所未有的低油耗和马力强劲的V6引擎，所有这些再加上英帕拉无以伦比的感受，谁能抵住这种诱惑呢？雪佛兰英帕拉，我们不见不散。 ——雪佛兰

  8. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 2 Sample Study Sample 3 1451 Broadview Rd. 661-9786 More Than a Quarter of a Century Serving Holly Heights Registered Opticians One-Day Prescription Service Custom-Fitted Glasses to Suit Your Individual Needs Hard and Soft Contact Lenses HRS M 10:00~19:00 T-F 8:30~17:00 Sat 10:00~16:00 Call for an Immediate Appointment LET THERE BE LIGHT VISION CENTER 上帝说要有光明眼镜店 Translate

  9. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 2 Sample Study Sample 3 Translate 上帝说要有光明眼镜店 地址：伟景路1451号 电话：661-9786 具有注册资格验光师为您配镜，25年来一直为Holly Heights 地区的居民提供优质的服务。配镜立等可取，更可为你量身定做最适合您的眼镜。另外还备有软性、硬性两种隐形眼镜供您挑选。 营业时间：星期一:10:00~19:00 星期二~星期五:8:30~17:00 星期六:10:00~16:00 赶快打电话预约吧！

  10. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 3 Composing your Messages Template Headline: to attract the attention, impress them by mentioning the benefit or reward that it will bring to the customers Body: introduce the product or service, explaining the features and benefits, give the information of how to order and appeal the audience to action Slogan/tag line: a simple expression that is easy to remember and tie the image of the company or selling point to the product or service

  11. SEC 2 SEC 5 SEC 6 SEC 3 SEC 4 SEC 1 返回 Section 3 Composing your Messages Practice 1 (1) Answer the following questions according to the information given in the samples. 1. What product is Sample 1 advertising? ____________________________________________________________ Avon—cosmetics 2. What are the selling points? Touch beauty—health, fitness, self-empowerment and financial independence. ____________________________________________________________ ____________________________________________________________ 3. Do you know what Impala is? Why do you think so? Impala is a car. Key clue: test drive, Impala’s great drive. ____________________________________________________________

  12. SEC 2 SEC 5 SEC 3 SEC 4 SEC 1 SEC 6 返回 Section 3 Composing your Messages Practice 1 (2) 4. What are the main features of Impala? ____________________________________________________________ Exceptional room, comfort and design, fuel economy 5. What product or service is mentioned in Sample 3? Glasses—contact lenses ____________________________________________________________ 6. Is the service available every day? If you work from Monday to Friday, when can you go there? ____________________________________________________________ ____________________________________________________________ The service is not available on Sunday. People can go there on Saturday between 10:00-16:00 if they work from Monday to Friday.

  13. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 3 Composing your Messages Practice 2 (1) Read and try to understand the following advertising slogans. Who are advertising or what are advertised in the slogan? 1. Save 20% to 50% every day on top brand shoes for men, women and kids. ____________________________________________________________ shoes store 2. Special offer! Take an additional 10% off everything when you mention this ad. ____________________________________________________________ a store 3. Drop in for gifts that are out of this world! ____________________________________________________________ a store 4. Come for the sights. Stay for the savings. ____________________________________________________________ a hotel

  14. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 3 Composing your Messages Practice 2 (2) 5. Save up to 50% on Fine Fragrances & Luxury Gifts. perfume ____________________________________________________________ 6. Join thousands of shoppers who have discovered great bargains! a store or market ____________________________________________________________ 7. A collection of long-lasting cosmetics for a beautiful you! cosmetics shop ____________________________________________________________ 8. With Honey Baked (name of a store), now you can make every occasion special. ____________________________________________________________ Honey Baked

  15. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 4 Writing Your Message Practice 3 (1) Read the following pairs of sentences taken from ads and choose the better one. 1. a. These are genuine leather shoes—women’s leather casuals. b. These are real leather shoes for women—they are casual ones. Answer _______________________________________ a 2. a. Shopping is very time-consuming and fatiguing. b. Shopping is very time-consuming, and it’s energy-consuming, too. Answer _______________________________________ b 3. a. We have a collection of sweaters in various styles and colors. b. We have a large stock of sweaters in various style and colors. Answer _______________________________________ a

  16. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 4 Writing Your Message Practice 3 (2) 4. a. Provided that you purchase one sweater, you will get a bonus matching skirt. b. Buy one sweater and get a bonus matching skirt. b Answer _______________________________________ 5. a. The coupons valid from May 1, 1998 and expire by May 31, 1998. b. Coupons are valid from May 1-31, 1998. Answer _______________________________________ b 6. a. This kind of lip colors is at 50% off the regular prices. b. This kind of lip colors whose regular price was $54 now is at 50% discount. Answer _______________________________________ a

  17. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 4 Writing Your Message Practice 4 (1) Please classify the words below into the three types as mentioned above. 1. Frequent use of compounds: 2. Originality in spelling: 3. More use of specific verbs and adjectives: an undreamed-of saving buy eggsactl keep softer-from-fire sleepwear feel big free feather-light-flakes fresh rich take up-to-the-minute cycling together look see Raleighing bright satin-soft ultimate

  18. SEC 2 SEC 5 SEC 3 SEC 4 SEC 1 SEC 6 返回 Section 4 Writing Your Message Practice 4 (2) Frequent use of compounds: _____________________________________________________________ _____________________________________________________________ an undreamed, -of saving, softer-from-fire sleepwear, feather-light-flakes, up-to-the-minute cycling, satin-soft Originality in spelling: eggsactl (“exactly” we know eggsactl how to tell eggs), together (“together” twogether—the Ultimate All Inclusive One Brice Sunkissed Holiday) Raleighing (a verb that means to completely engage oneself in the events, changes, development, direction, and excitement of Raleigh, NC, one of the most desired places to live in the US) _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ More use of specific verbs and adjectives: buy, keep, feel, big, free, fresh, rich, look, see, take, bright, ultimate _____________________________________________________________

  19. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 4 Writing Your Message Practice 5 (1) Point out the rhetoric features of the following ads. 1. I have seen history unfold before me. I have seen the enduring strength of the human spirit. I have seen freedom triumph over oppression. I would like to see peace. parallelism/repetition Answer _______________________________________

  20. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 4 Writing Your Message Practice 5 (2) 2. Smooth as silk is a smile that comes from the handbook. Smooth as silk is an attitude born of a century old culture. Smooth as silk is THAT’s renowned Royal Orchid Service. Fly smooth as silk to Seoul, Bangkok, and beyond. repetition Answer _______________________________________ 3. Go for the Gold. Goldstar. metaphor Answer _______________________________________

  21. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 4 Writing Your Message Practice 5 (3) 4. Afraid to Dye? pun Answer _______________________________________ 5. Flowers by Interflora speak from the heart. personification Answer _______________________________________ 6. I’m More satisfied. —More pun Answer _______________________________________

  22. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 4 Writing Your Message Practice 5 (4) 7. MONACO For dreamers, it’s paradise. For romantics, it’s true bliss. For $199 a night, it’s absolutely irresistible. To learn more about the principality of Monaco, call 800-753-9696. parallelism Answer _______________________________________ 8. We are proud of the birthplaces of our children, the grapes of birthplaces of our children. personification Answer _______________________________________

  23. SEC 2 SEC 5 SEC 6 SEC 3 SEC 4 SEC 1 返回 Section 5 Advertisement Practice Practice 6 (1) Translate the following English phrases into Chinese, or vice versa. 1. famous for selected materials, novel designs, delightful colors and exquisite workmanship ____________________________________________________________ 以用料讲究、图案新颖、色泽秀丽、工艺精湛而著称 2. to be renowned both at home and abroad for exquisite workmanship, skillful knitting and elegant design 以工艺精细、针法灵巧多样、图案典雅大方而闻名中外 ____________________________________________________________ 3. an enricher and nutrient for the liver and kidney, for improving blood circulation, beneficial to essential medulla, strengthening sinews and bones, preventing hairs from greying and helpful to retain complexion 补肝益肾，调和气血，益髓添精，强健筋骨，乌须黑发，驻颜养血 ____________________________________________________________

  24. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 5 Advertisement Practice Practice 6 (2) 4. excellent quality, evident effect, good reputation over the world, orders are welcome. ____________________________________________________________ 品质优良，疗效显著，誉满全球，欢迎选购 5. colors are striking, yet not vulgar 色彩夺目，迥然不俗 ____________________________________________________________ 6. 花样繁多 a wide selection of colors and designs ____________________________________________________________ 7. 客商第一，信誉第一 clients first, reputation first ____________________________________________________________

  25. SEC 2 SEC 5 SEC 3 SEC 4 SEC 1 SEC 6 返回 Section 5 Advertisement Practice Practice 6 (3) 8. 男女老少皆宜 suitable for men, women, and children ____________________________________________________________ 9. 防水、防震、防磁 ____________________________________________________________ waterproof, shockresistant and antimagnetic 10. 买一送一 two-for-one offer; buy one get one free ___________________________________________________________

  26. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 5 Advertisement Practice Practice 7 Work in groups and discuss the English version of the ad by referring to the Chinese version. Do you think it is good? If not, try to improve it. BEIJING ROAST DUCK Beijing roast duck is a special traditional Chinese recipe, which has a history of more than 300 years, originating from the imperial kitchen in Nanjing. Beijing roast duck is prepared from the Beijing duck. The color of the Beijing roast duck is purplish red and shiny bright. Its skin is crisp and the meat is tender. Its taste is delicious and has a special aroma which one never tires of. It is also very nutritious. 北京烤鸭是一种风味独特的中国传统名菜，已有三百多年的历史。最早是从金陵（南京）王府膳房流传出来的。 北京烤鸭以北京填鸭为原料，经过特殊加工而成。烤鸭色枣红，鲜艳、油亮、皮脆、肉嫩，味美适口，别有其香，久吃不腻，营养丰富。

  27. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 5 Advertisement Practice Practice 8 Try to write an ad with the given information. Suppose Robinson’s May chains want to place an ad for their Pierre Cardin sport shirts to be sold at a reduced price of $60. The regular price is $100. There is an assortment of (many kinds of) styles and colors. In order to promote the sale, they offer a bonus sale of a second shirt at 50% of the regular price.

  28. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 6 Supplementary Materials Useful Expressions (1) 1. Time is what you make of it. 天长地久。（斯沃奇手表） 2. Make yourself heard. 理解就是沟通。(爱立信) 　　 3. Engineered to move the human spirit. 人类精神的动力。（梅塞德斯奔驰） 　　 4. Start ahead. 成功之路，从头开始。（飘柔） 　　 5. A diamond lasts forever. 钻石恒久远，一颗永流传。（第比尔斯） 6. Freshup with Sevenup. 提神醒脑，喝七喜。（七喜）

  29. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 6 Supplementary Materials Useful Expressions (2) 7. Intel inside. 给电脑一颗奔腾的“芯”。（英特尔 奔腾） 8. Connecting people. 科技以人为本。（诺基亚） 9. For the road ahead. 康庄大道。（本田） 10. Let us make things better. 让我们做的更好。（飞利浦） 11. Enjoy CocaCola. 请喝可口可乐。（可口可乐） 12. Generation next. 新的一代。（百事）

  30. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 6 Supplementary Materials Useful Expressions (3) 13.The relentless pursuit of perfection. 追求完美永无止境。（凌志汽车） 14. Communication unlimited. 沟通无极限。（摩托罗拉） 15. Feast your eyes. 滋润心灵的窗户。（庞氏眼贴片） 16. Focus on life. 瞄准生活。（奥林巴斯） 17. Behind that healthy smile,there’s a Crest kid. 健康笑容来自佳洁士。（佳洁士牙膏）

  31. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 6 Supplementary Materials Useful Expressions (4) 18. The new digital era． 数码新时代。（索尼影碟机） 19. We lead; others copy． 我们领先，他人仿效。（理光复印机） 20. Take time to indulge． 尽情享受吧！（雀巢冰激凌） 21. Poetry in motion, dancing close to me． 动态的诗，向我舞近。（丰田汽车） 22. To me, the past is black and white, but the future is always color. 对我而言，过去平淡无奇；而未来，却多姿多彩。（轩尼诗酒）

  32. SEC 3 SEC 4 SEC 1 SEC 6 SEC 5 SEC 2 返回 Section 6 Supplementary Materials Useful Expressions (5) 23. Ask for more. 渴望无限。（百事流行鞋） 24. Feel the new space. 感受新境界。（三星电子） 25. Intelligence everywhere. 智慧演绎，无处不在。（摩托罗拉手机） 26. The choice of a new generation. 新一代的选择。（百事可乐） 27. Take Toshiba, take the world. 拥有东芝，拥有世界。（东芝电子）

  33. 返回 Thank You !

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