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.

In an ad, you need to use pronouns properly. As you might know, consumers are usually interested in themselves. So you must direct all your comments at them. Use you, your and yours wherever possible. You can also include we, our and ours throughout your ad, but you should use I, me and mine very sparingly.

Also, it is important to use accurate numbers if possible. For example, \attention than \things to do with this cell phone\If an exact number does not sound convincing, use a percentage instead. For instance, if consumers are unlikely to believe that they can make \dollars\20 percent increase in sales within the first year\

Moreover, don't use too many adjectives and adverbs: Save these for your poetry and love letters. An ad should contain plenty of verbs to convey a sense of action and urgency so as to encourage consumers to react to the ad promptly.

In finishing your ad, you should tell consumers what you want them to do. For example, \

1. T 2.F 3.T 4.F 5.T

VI. Furthering Listening and Speaking Task 1: Banning Cigarette Ads

Nancy: Hey, Robert, what do you think about cigarette ads?

Robert: They?re disgusting. Many countries have banned tobacco ads completely.

Nancy: I heard in the States advertises are not allowed to show young people smoking cigarettes, neither are ads targeted at youth allowed.

Robert: But advertises keep finding ways around the law. Some years ago one cigarette ad showed a deer smoking, but it was dressed in a university sweater. Obviously the ad is trying to attract young people. Nancy: In order to increase sales, they have to make smoking appealing to young people. Make them think it?s cool.

Robert: Right. Cigarette manufacturers need to keep bringing in new customers. The old ones are dying of lung cancer.

Nancy: Good point. Our Student Union should do some publicity against smoking in campus.

Robert: I couldn?t agree more.

1. They have banned tobacco/cigarette ads completely.

2. Advertisers are not allowed to show young people smoking cigarettes.

3. They keep finding ways around the law.

4. They must keep bringing in new customers, as the old ones are dying of lung cancer.

5. IT should do some publicity against smoking on campus. Task 2: An Introduction to Advertising

Advertising has become increasingly specialized in modern times. In today?s business world, supply usually outnumbers demand. There is great competition among different manufacturers of the same kind of product to attract customers to their product. They always have to remind the consumer of the name and the qualities of their product. They do this by advertising. The manufacturers advertise in the newspapers and on posters. They sometimes pay for songs about their product in commercial radio programs. They employ attractive salesgirls to distribute samples. They organizes competitions, with prizes for the winners. They often advertise on the screens of local cinemas. Most important of all, in countries that have television, they have advertisements put into programs that will accept them. Manufacturers often spend large sums of money on advertisements. Sometimes they even spend more on ads than on the products themselves. We usually think so because of the advertisements that say so. Some people never pause to ask themselves if the advertisements are telling the truth.

1.A 2.C 3.B 4.D 5.D

Task 3: A Radio Commercial

Are you looking for appliances or furniture to give new life to your home?

Look no further! Here at Frontier Furniture, we have everything you need to give your home a new look and feel. Stereos, video machines, refrigerators, dining tables, washers and dryers. You name it; we have it! Low on cash? We have an easy rent-to-own plan that will put you on your favorite sofa tonight. Big color TVs cost only two hundred and twenty-five dollars; digital pianos staring at three ninety-nine ($399); king size beds from two hundred and fifty dollars. Free delivery on all major appliances.

So come on down to Frontier Furniture. Located downtown two blocks east of city hall, across from Union Square. We?re open daily from 10:00 AM to 9:30 PM. So, come on in, and let us make your dream home a reality.

1.F 2.F 3.F 4.T 5.F Speaking

Influence of a High-Profile Star

Jill: Hey, isn?t that the same jacket the soccer star Roberto wears in that magazine ad?

Robert: The very same one indeed. Even the same color.

Jill: But his would have bigger pockets to hold all the money the company pays him to wear it.

Robert: You?re just jealous. Wait a sec. I?m going to try it on. It seems to fit me pretty well.

Jill: You make me sick. You fall for every ad you see. Robert: Not at all. I want to buy it just because I like it. Jill: Sure you do. It and Roberto. UNIT5

II. Listening Skills

1. M: The police gave a few tickets out last week along Highway 15. W: In fact, quite a few tickets were given on that road. Q: What does the woman mean?

2. M: Who do you think is the smartest student in the class? W: Mary is second to none.

Q: What does the woman say about Mary? 3. W: What are you so happy about?

M: Instead of being given a dozen cookies, we?ve been given a baker?s dozen.

Q: How many cookies have been given to them? 4. M: We have had a lot of rain over the last few years. W: But nothing like this.

Q: What does the woman mean?