Unit 3 Advertising

Objectives:

★ first listen, and then talk about the advantages and disadvantages of advertising ★ read about the role of the Ad Council in the U. S. and the uses & abuses of advertisements

★ write about the functions of public service advertisements ★ learn about conjunctions and connective words ★ write a personal ad

★ visit Culture Salon for an introduction to advertising photography

I Passage A The Ad Council at a Glance 1. Summary

The Ad Council was founded during World War II to help sell War Bonds. After the war it continued to address pressing social issues with public service advertisements (PSAs). Since 1942 it has created over 1000 advertising campaigns on such issues as forest fi res, safe and sober driving, minority education, crime, drugs, child abuse, recycling, and AIDS. Some of its most famous messages are “Only You Can Prevent Forest Fires,” “Friends Don’t Let Friends Drive Drunk,” and “A Mind is a Terrible Thing to Waste.” Seat belt usage rose from 21% to 70% after the Crash Test Dummies were introduced. The Ad Council’s current major campaigns are to help children achieve their full potential and to encourage Americans to support the war on terrorism.

2. Language Points

1. memorable: which is worth remembering Examples:

This was indeed the most memorable day of my life. The experience was memorable for all of us. 2. inspire: encourage in (someone) the ability to act Examples:

We need a new captain — someone who can inspire the team. Success inspires us for fresh efforts. 3. take action: start to do something, begin to act Examples:

The government has promised to take quick action on the energy crisis. The police took fi rm action to deal with the riots. 4. testify: bear witness; serve as proof Examples:

The teacher testifi ed to the pupil’s ability and willingness to work hard. Her real face testifi ed to her guilt.

5. positive: practical and constructive; that defi nitely helps

Examples:

He always has some positive ideas on company policies.

He takes a very positive attitude when correcting pupils’ mistakes. 6. launch: get started; set going Examples:

The government has launched a new plan to build more houses. The firm launched the new product with a big advertising campaign. 7. experience:: observe or participate in events as a basis of knowledge; suffer or know as experience Examples:

She experienced a genuine feeling of quiet happiness.

Our country has experienced great changes in the last thirty years.

8. minority: a small part of a population which is different from the rest in race, religion, etc. Examples:

Laws were passed to protect religious minorities. People of 21 minorities live in the area.

9. estimate: form judgments about; calculate (the loss, value, size, etc.) Examples:

She made plans and estimated means and resources.

I asked three building fi rms to estimate for the repairs to the roof. 10. category: division or class in a complete system or grouping Examples:

Helen groups all people into two categories: those she likes and those she dislikes.

This book falls into the category of reference book. 11. rally: (cause to) come or bring together for a purpose Examples:

To rally people is to bring them together for a great united effort. The whole nation rallied to help the government with the war. 12. recruit: get somebody to do something Examples:

The wartime government fi rst recruited men (into the force) from nonessential industries.

The coach recruited nine boys for the baseball team.

13. symbol:a sign, shape, image, or object which represents a person, idea, value, etc.

Examples:

The lion is often used as a symbol of courage. The dove is the symbol of peace. 14. stimulate: make ... more active or alert Examples:

He was stimulated into greater efforts. Praise stimulated the child to study hard.

15. make a / the difference:: see or show (two things) to be different Examples:

If you do so, it will make a great difference.

The extra money would have made all the difference.

16. motivate: provide someone with a reason or cause for doing something Examples:

He was motivated only by his wish to help, and expected nothing in return.

These children just sit around all day doing nothing; they need something to motivate them.

17. concerning: about; with regard to Examples:

He wrote to me concerning a business arrangement. This is, I believe, all the news concerning the society. 18. abuse: wrong use; bad or cruel treatment Examples:

Here are some recent abuses of the word. Child abuse is a punishable offence. 19. adopt: take (an idea, custom, etc.) and use Examples:

I like your methods of teaching and shall adopt them in my school. Congress adopted the new measures. 20. speak for: express the thoughts, opinions, etc. of ... Examples:

Speaking for myself, I fi nd the housing quite satisfactory. He is old enough to speak for himself. 21. approximately: very near (to); very nearly Examples:

Approximately 50 people attended the lecture. It is approximately ten o’clock. 22. pledge: a solemn promise or agreement Examples:

He was under pledge to spend the money in the best way. He gave a pledge to handle the affair in a friendly manner. 23. grief: great sorrow or feelings of suffering Examples:

She went nearly mad with grief after the child died. No one could console them in their grief. 24. threaten: warn to hurt, kill or punish somebody Examples:

The whole nation is threatened with starvation.

The war threatened the peace of the whole world.

25. decline: going from a better to a worse position, or from higher to lower Examples:

Our business has gone into a decline this year. There is a sharp decline in sports in our town. 26. distribute: divide among several or many Examples:

The teacher distributed the examination papers to the class. He distributed the prizes among the winners. 27. inform: tell; give information to Examples:

I informed him (about) where to go.

He would like to be informed of any new developments.

3.Important sentences

1. Our slogans and characters are more than memorable — they raise awareness, inspire individuals to take action, and save lives.

Not only are our slogans and characters enjoyable, they also make people be aware of social issues, take part in and contribute to social activities.

2. The War Advertising Council, a private, non-profit organization, was founded to rally support for World War II-related efforts..

The War Advertising Council, which was not established by the government or for profi t , was aimed at encouraging people to support World War II.

3. The Ad Council’s mission is to identify a select number of significant public issues and stimulate action on those issues through communications programs that make a measurable difference in our society.

The Ad Council’s main goal is to decide on a few of vital well-chosen public issues and encourage people to do something that helps to improve the society through effective communications programs.

4. The Ad Council reached out to the federal government as well as important national nonprofits with an offer to create and also distribute their crisis-related messages to media outlets nationwide..

The Ad Council appealed to the American government and the major national non-profit organizations for producing and distributing messages about the 9-11 disaster to various media outlets throughout the country.

II Passage B The The Uses and Abuses of Advertisements

1. Summary

The author asserts that advertisements in our world are ubiquitous. People and firms advertise for all sorts of reasons, and the list is constantly expanding. Advertising plays a crucial role in the sponsorship of major events by large companies, and the revenues needed for most print publications to survive. Advertisements