新挑战大学英语听力教程4 keys and scripts文档格式.docx
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新挑战大学英语听力教程4 keys and scripts文档格式.docx
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UnitOneAdvertising
(1)
PartALongConversations
TaskOne
Inthissection,youwillhearonelongconversation.Attheendoftheconversation,youwillhearsomequestions.Boththeconversationandthequestionswillbespokenonlyonce.Afteryouhearaquestion,choosethebestanswerfromthefourchoicesmarkedA),B),C)andD).
HELLER:
HaveAmericanschangedtheirconsumptionhabitsradicallyinthepast20years?
DUNCOMBE:
Ithinkthatconsumption—notjustasanact,butasalifestyle—hasbecomemoreandmorepronounced.Wedefineourselvesbywhatwebuy,ordon’tbuy,andthesedefinitionshavebecomemoreandmoreparticular.
Whatistheroleofadvertisinginconsumptiontoday?
Haveconsumerssimplysubstitutedadsforentertainment?
Advertisingdefinestheselifestyles,orsubvertsalreadyexistinglifestyles,andpromisesusthatwecanembodythemthroughthepurchaseofaproduct.Giventhetaskofenvisioningtheselifeworlds—includingthelife-worldofthesavvyconsumerwhodoesnotbuyintoconsumption—advertisinghasbecomemoreentertaining,aseachadisasymbolladenmini-narrative.Butadshavealsogottenmoreentertainingsimplytocutthroughtheclutterof[hundredsof]channelsandgetaroundtheTVfastforward.
Viralandguerrillacampaignsarebeinglaunchedinplaceofconventionaladvertising.GiventhatadvertisingispartoftheAmericanwayoflife,howdoyoufeelaboutthesenewstrategies?
Aretheyindeedsubversive?
They’resubversivestrategiesinsofarastheydon’tpresentthemselvesasbeingstrategiesatall,butinsteadappearasculturalandsocialmovements,subculturalartisticexpressions,oreveninnocentconversations.Ithinktheprevalenceof“subversivestrategies”ofadvertisingthesedaysspeakstotwothings:
thedisgustthatmanyconsumershavewithtraditionaladvertisingandtheeasewithwhichtheycanavoidit;
andtherealhungerforengagementinsomesortofsocialmovement,artisticexpression,andconversationthatspeakstotheirneedsanddesires.Respondingtothefirst,advertiserscapitalizeonthesecond.
Questions:
1.Whatisconsumptionaccordingtothesecondspeaker?
(B)
2.Whatistheroleofadvertising?
(A)
3.Whyisadvertisingbecomingmoreandmoreentertaining?
(D)
4.Canconsumersavoidtraditionaladvertisingeasily?
5.Whyareviralandguerrillacampaignslaunchedinplaceofconventionaladvertising?
(C)
TaskTwo
Listentotheconversationagainandfillintheblanksaccordingtowhatyouhavejustheardintheconversation.
Key:
(1)pronounced
(2)purchaseofaproduct(3)symbol
(4)movement(5)advertiserscapitalizeonthesecond
PartBPassages
TaskOne
Youaregoingtohearonepassage.Attheendofthepassage,youwillhearsomequestions.Boththepassageandthequestionswillbespokenonlyonce.Afteryouheareachquestion,choosethebestanswerfromthefourchoicesmarkedA),B),C)andD).
Televisionadvertisementsappearbetweenshows,butalsointerrupttheshowsatintervals.Thismethodofscreeningadvertisementsisintendedtocaptureorgrabtheattentionoftheaudience,keepingtheviewersfocusedonthetelevisionshowsothattheywillnotwanttochangethechannel;
instead,theywill(hopefully)watchtheadvertisementswhilewaitingforthenextsegmentoftheshow.Thisisatechniqueofaddingsuspense,especiallyifthebreakoccursatacliffhangermomentintheshow.
Entireindustriesexistthatfocussolelyonthetaskofkeepingtheviewingaudienceinterestedenoughtositthroughadvertisements.TheNielsenratingssystemexistsasawayforstationstodeterminehowsuccessfultheirtelevisionshowsare,sothattheycandecidewhatratestochargeadvertisersfortheiradvertisements.
Advertisementstakeairtimeawayfromprograms.Inthe1960satypicalhour-longAmericanshowwouldrunfor51minutesexcludingadvertisements.Today,asimilarprogramwouldonlybe42minuteslong;
atypical30-minuteblockoftimeincludes22minutesofprogrammingwith6minutesofnationaladvertisingand2minutesoflocal.
Inotherwords,overthecourseof10hours,Americanviewerswillseeapproximately3hoursofadvertisements,twicewhattheywouldhaveseeninthesixties.Furthermore,ifthatsixtiesshowisreruntodayitmaybecutby9minutestomakeroomfortheextraadvertisements(somemodernshowingsofStarTrekexhibitthis).
Backinthe1950sand1960s,theaveragelengthofatelevisionadvertisementwasoneminute.Astheyearspassed,theaveragelengthshrankto30seconds(andoften10seconds,dependingonthetelevisionstation'
spurchaseofadtime).However,todayamajorityofadvertisementsrunin15-secondincrements(oftenknownas"
hooks"
).
1.Whendotelevisionadvertisementsappear?
2.Whatisthefocusoftheadvertisingindustry?
3.Howlongwouldatypicalhour-longAmericanshowrunexcludingadvertisementsinthe1960s?
4.HowmuchtimewillbespenttodaybyAmericanviewersonwatchingadvertisingoverthecourseof10hours?
5.Whatistheaveragelengthofatelevisionadvertisementtoday?
TaskTwo
Listentothepassageagainandthendecidewhetherthefollowingstatementsaretrue(T)orfalse(F).
1.F2.T3.F4.F5.T
PartCCompoundDictation
Directions:
Inthissection,youwillhearapassagethreetimes.Whenthepassageisreadforthefirsttime,youshouldlistencarefullyforitsgeneralidea.Whenthepassageisreadforthesecondtime,youarerequiredtofillintheblanksnumberedfrom1to7withtheexactwordsyouhavejustheard.Forblanksnumbered8to10youarerequiredtofillinthemissinginformation.Fortheseblanks,youcaneitherusetheexactwordsyouhavejustheardorwritedownthemainpointsinyourownwords.Finally,whenthepassageisreadforthethirdtime,youshouldcheckwhatyouhavewritten.
Advertisingisaformof
(1)communicationwhosepurposeistoinformpotentialcustomersaboutproductsandservicesandhowtoobtainand
(2)usethem.Manyadvertisementsarealso(3)designedtogenerateincreasedconsumptionofthoseproductsandservicesthroughthecreationandreinforcementofbrand(4)imageandbrandloyalty.Forthesepurposesadvertisementsoftencontainbothfactualinformationandpersuasivemessages.Everymajormediumisusedtodeliverthesemessages,including:
television,radio,movies,(5)magazines,newspapers,videogames,theInternet(seeInternetadvertising),andbillboards.Advertisingisoftenplacedbyanadvertisingagencyonbehalfofacompany.
Advertisementscanalsobeseenontheseatsofgrocerycarts,onthewallsofanairport(6)walkway,onthesidesofbuses,heardintelephoneholdmessagesandin-storepublicaddresssystems.Advertisementsareusuallyplaced(7)anywhereanaudiencecaneasilyand/orfrequentlyaccessvisualsand/oraudioandprint
(8)Organizationswhichfrequentlyspendlargesumsofmoneyonadvertisingbutdonotstrictlysellaproductorservicetothegeneralpublicinclude:
politicalparties,interestgroups,religion-supportingorganizations,andmilitarieslookingfornewrecruits.(9)Additionally,somenon-profitorganizationsarenottypicaladvertisingclientsandrelyuponfreechannels,suchaspublicserviceannouncements.
Advertisingspendinghasincreaseddramaticallyinrecentyears.IntheUnitedStatesalonein2006,spendingonadvertisingreached$155billion,reportedTNSMediaIntelligence.Thatsameyear,accordingtoareporttitledGlobalEntertainmentandMediaOutlook:
2006-2010issuedbyglobalaccountingfirmPricewaterhouseCoopers,worldwideadvertisingspendingwas$385billion.(10)Theaccountingfirm'
sreportprojectedworldwideadvertisementspendingtoexceedhalf-a-trilliondollarsby2010.
Unit2Advertising
(2)
Howdoyoufeelaboutpoliticsandpoliticalissuesbeingsoldbyadagenciesinthesamewaysthattheysellourgoodsandservices?
Shouldn’twebetaughttoseethedifference?
Theproblemwithsellingpoliticslikeabarofsoapisthatyoureproducethesamerelationshipwehavetoabarofsoap.Politicsthenbecomessomethingwepurchase,tryforawhile,andthenifwedon’tlikeit,switch.Ithinkpoliticsdemandsanotherapproach.Inademocracy,peopleneedtoengageintheproductionofpolitics,notitsconsumption.InmybookIamnotsuggestingthatwelearntoadvertisepoliticslikeanyotherproduct.Instead,Ithinkwehavetolookdeepintoadvertisingtounderstandwhatpassionsanddesiresadvertisersspeakto,andlearntoofferthepoliticalequivalentinordertogetpeopleengagedinproducingpolitics.
Isconsumerismpolitics?
Hasitsomehowreplacedideology?
Alongwitheveryproductbeingsoldthroughadvertisingisadreamoflifeasitshouldbe—isthisanydifferentthancapitalistorfascistideology?
Whatmakesitdifferentisthatitdoesnotannounceitselfaspolitical.This,inmymind,iswhatmakesitallthemorepowerful.
Comeon,now,isthereanythingfundamentallywrongwiththewaywe,asconsumersandcitizens,consume,andinhowweareaddressedthroughadvertising,marketing,andpromotion?
Isthereanythingwronginhowweareaddressed?
No.Ithinkadvertisersareverysmartandcreativep
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