创意阅读2答案 II U15.docx
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创意阅读2答案 II U15.docx
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创意阅读2答案IIU15
UNITONE:
Advertising
Noteonthetopic:
Thetopicofthisunitisrelativelyeasytorelatetotheworldaroundus:
advertsareafamiliarpartofthelandscapeinstreetsandinthemedia.Mostadvertsaredesignedtosellproductsorservicesbutsomeadverts,suchaspublicserviceadvertisements,giveinformationaboutsuchmattersaspublichealth,safetyortheenvironment.Onemajorpurposeinthisunitistogetstudentstothinkaboutthepurposesofparticularadvertisementsandatthesametimetothinkabouteffectivewordingintextsbycomparingonetextwithanother.Studentsareencouragedtothinkabouttheaccuracyoftheinformationinthetexts.Theauthorpresentsanargumentthatadvertisingcanbemisleading;thisargumentisbasedonthecontrastbetweentheholidayadvertandtheactualexperienceofvisitingtheislanddescribedintheadvert.
Beforeyouread
Lookateachofthefollowingquotationsaboutadvertising.Discusseachonewithapartneranddecidewhetheryouagreeordisagreewiththeauthor'spointofview.
Quotation
Agree
Disagree
"Advertisingissalesmanshipmassproduced.Noonewouldbothertouseadvertisingifhecouldtalktoallhisprospectsface-to-face.Buthecan't."
Therearenofixedanswers:
Theteachershouldtryensurethestudentsunderstandthemeaningofthequotationsandcansupporttheiropinionswithsoundreasons.
"Advertisingmaybedescribedasthescienceofarrestingthehumanintelligencelongenoughtogetmoneyfromit."
"Advertisingisthegreatestartformofthetwentiethcentury."
"Advertisingislegalizedlying."
Thereisno"correct"answertotheabovetable.Studentsshouldbeencouragedtodefendtheirchoicesaboutwhethertheyagreeornotwithsoundreasons.Insomeways,advertisementsbalanceinformationandpersuasionbutnowadaysmanyadvertisementsarecleverintheiruseoflanguageandideas:
theyplaywithwordsandsymbolsanduseawiderangeofverbalandvisualdevicestogettheattentionofanaudience.
Aneutral(dictionary)definitionofadvertisingcouldbe:
Tryingtopersuadepeopletobuyaproductorservicebyannouncingitontelevision,theInternet,newspapersetc.
Otherquotationsrelatingtoadvertisingincludethefollowing.Studentscouldbegiveneachquotationasaclassroomactivityandaskedtodecidewhethertheythinkeachquotationshowsapositiveornegativeattitudetoadvertisingandtodiscusswhetherornottheyagreewithit:
Advertisingisavaluableeconomicfactorbecauseitisthecheapestwayofsellinggoods,particularlyifthegoodsareworthless.
SinclairLewis(1885-1951)
Whatisthedifferencebetweenunethicalandethicaladvertising?
Unethicaladvertisingusesfalsehoodstodeceivethepublic;ethicaladvertisingusestruthtodeceivethepublic.
VilhjalmurStefansson,"Discovery",1964
Advertisingis85%confusionand15%commission.
FredAllen(1894-1956)
Advertisingisthemodernsubstituteforargument;itsfunctionistomaketheworseappearthebetter.
GeorgeSantayana(1863-1952
Theadvertisingindustryisoneofourmostbasicformsofcommunicationand,allegedly,ofinformation.Yet,obviously,muchofthisostensibleinformationisnotpurveyedtoinformbuttomanipulateandtoachievearesult--tomakesomebodythinkheneedssomethingthatverypossiblyhedoesn'tneed,ortomakehimthinkoneversionofsomethingisbetterthananotherversionwhenthegroundforsuchabeliefreallydoesn'texist.
MarvinE.Frankel
Noonecandenythatmuchofourmodernadvertisingisessentiallydishonest;anditcanbemaintainedthattoliefreelyandallthetimeforprivateprofitisnottoabusetherightoffreespeech,whetheritisaviolationofthelawornot.Butagainthepracticalquestionis,howmuchlyingforprivateprofitistobepermittedbylaw?
CarlL.Becker
Furtherinformationonthetext:
Para2:
H.G.Wells
HerbertGeorgeWells(1866-1946)wasanovelistandwriterofsciencefiction;healsowroteaboutpolitics,historyandsociety.Hewasaschoolteacherandstudiedzoologybeforebecomingafull-timewriteroftextbooks,thenofnovels.Heisprobablybestrememberedtodayforhissciencefiction:
TheTimeMachine;TheWaroftheWorlds;andTheIslandofDrMoreau,allofwhichhavebeenmadeintoradioandTVseriesandmorerecentlyintofilms.
Para3:
Theholidayadvert
TheislandofBantuisentirelyfictitiousbuttheadvertistypical(onlyslightlyexaggerated)ofmanyholidayadvertsinbrochuresornewspapers.Therearemanysuchislandsorcoastalresortswhichreceivecharterflightsofholiday-makersandtourgroupsorpeoplewishingtotakeashortbreakfromtheirwork.Suchgroupsoftenstayinparticularhotelsandtheirscheduleincludesfreetimetogotobeachesorforshoppingcombinedwitharrangementsforexcursionsandlocaltoursorsocialentertainmentintheevenings.Thisisallpartofthehugetouristandholidayindustry.Tourcompaniesandholidayresortsarelikelytopaycloseattentiontotravelcosts,hotelaccommodationandfood,entertainmentsandshopping,andlocalplacestovisittocaterforavarietyofinterests.Becausetherearenowalargenumberofdevelopedholidayresortsallaroundtheworld,ithasbecomeimportantforthosewhoworkinthetouristorhospitalityindustriestofindsomethingdifferentordistinctiveaboutwhattheyofferand,aboveall,valueformoney.Theholidayadvertis,ofcourse,writtenforpeoplewhowouldbefamiliarwithalloftheseaspects.
Para4:
Thenewspaperarticle
IntheWesternmediatherearemanytravelprogrammesonTVwhichgiveinformationanddetailedreportsoradviceaboutholidaysindifferentcountries.Similarly,manynewspapers,especiallyfortheirweekendeditions,givetraveldetailsandcommentariesaboutplacestovisitandthingstodothere.Thisreportisrathercynical(oragainexaggerated)butinviewoftheoriginaladverttheremaybegoodreasonsforthis!
Wordstonote
ColumnA
ColumnB
Abound
Tobepresentinlargenumbersoramounts.
Acre
Aunitformeasuringthesurfaceareaofland,equalto4,047squaremetres.
Blasted
Damagedbystormsorstrongwinds.
Brochure
Asmallmagazinecontainingdetailsandpicturesofgoodsorservicesthatyoucanbuy.
Cavern
Alargecave.
Deluxe
Usedtodescribethingsthatarebetterinqualityandmoreexpensivethanotherthingsofthesametype.
Drought
Alongperiodoftimewhenthereislittleornorain.
Exotic
Interestingorexcitingbecauseofbeingunusualornotfamiliar.
Handcrafted
Madebyaperson,notamachine,andusuallymadewithgreatskill.
Independent
Fair,becausenotbeinginfluencedorconnectedtoanythingoranyoneelse
Nestled
Tobeinaprotectedandcomfortableposition.
Paddlingpool
Asmallswimmingpoolthatisnotdeep,forsmallchildrentoplayin.
Paradise
Aperfectplaceorsituation.
Perched
Tobeplacedhighupontheedgeofsomething.
Scubadiver
Somebodywhoswimsunderwaterwithacontainerofairontheirbackandatubeforbreathingthrough.
Shark
Averylargefishwithteeththatlivesinthesea;sometypesofsharkattackpeople.
Situated
Inaparticularplace;located.
Typhoon
Atropicalstormwithstrongwindsthatmoveincircles.
Wordstonoteincontext:
∙Thefamilywerestudyingthebrochuretodecidewheretogoforaholiday.Thedescriptionsoftheholidayplacesandthephotoslookedveryattractive.
∙Thenewshoppingmallisashoppers'paradise-youcanfindanythingyouwantandthere’splentyofchoice.
∙ThefoodinthenewIndianrestaurantisalittletooexoticformytaste.IamusedtobasicEuropeandishes.
∙Thehousehadalargegardenabouthalfanacreinsize.
∙Thecottagewasnestledinthemiddleofasmallgroupoftrees.
∙Examplesofthistypeofproblemaboundinareaswithlittlewater.Inplaceswherethereisplentyofwatersuchproblemsarerare.
∙Thechildrenwerehavingawonderfultimeinthesmallpaddlingpool.Theyenjoyedplayingintheshallowwater.
∙WerentedadeluxeapartmentlastyearinThailand;ithadallthefacilitiesyoucouldimagine,butitwasn’tcheap!
∙Theexplorerswerestandingoutsideahugecavern,cutdeepintothesideofthemountain.Theypreparedspeciallightsbeforetheyenteredthedark,undergroundworld.
∙Themanboughtapairofveryexpensive,handcrafted,leathershoes.Hesimplydidnotwanttowearthefactory-producedshoesmostofuswear.
∙Thenewofficeblockissituatedwheretheoldairportusedtobe.
∙Thelargebirdwasperchedhighupinthetree,restingandwatchinglifeontheground.
∙Thewindsblastedtheoldhouses,causingagreatdealofdamage.
∙Thelasttyphoonwehadcausedextensiveflooding.Thestrongwindsalsodamagedbuildingsandtrees.
∙Theswimmersonthebeachweretoldtoswimonlyinsidethesharknet.Thewarningsweregivenafterseveralrecentsharkattacksfurtherupthecoast.
∙Thepolicesentforascubadivertohelpsearchtheriver.Hefoundaknifehiddeninthemudofthebottomoftheriver.
∙Thefamilyhadanindependentsourceofincomesotheywerenotreallyaffectedwhenthecompanycloseddown.
Understandingthetext
PartA:
Completethefollowingsentences:
1)Accordingtothefirstthreeparagraphs:
Amajorpurposeofadvertisingisto:
Informusofnewproductsorgoodbargains/Enableproducerstoselltheirproducts
Itispossiblethatadvertisingisbecominglesseffectivebecause:
Weareexposedtotoomuchadvertisingnowandsomuchofitismisleadingsomanypeoplenowignoreit.
2)AccordingtotheadvertisementforBantuIsland:
Themoreadventurousmembersofthefamilycan:
Visitsomeoftheattractionsof
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