Unit 4 Advertising
Part I Business Vocabulary
Directions: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.
C1 Outdoor advertising is one of the fastest growing _______________ in the market.
A markets
B sections
C segments
D sectors
D2 The world of outdoor advertising billboards, transport and ‘street furniture’is ______ about $18 billion a year, just 6% of all the worl d’s spending on advertising.
A worthwhile
B worthy
C valued
D worth
C3 The soaring costs of TV are ______________ clients to consider alternatives.
A making
B driving
C prompting
D letting
A4 BMW ran a ‘teasers’ campaign in Britain on bus shelters.
A exclusively
B largely
C greatly
D inclusively
C5 Placing an ad on a bus shelter for two weeks ________________ at about ￡90.
A works on
B works away
C works out
D calculates
D6 We are facing a ________________ with our market share. What are we going to do about it?
A promotion
B sale
C order
D crisis
A7 Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and ____________ campaigns.
A effective
B efficient
C effect
D efficacious
C8 Focus now needs to ________________ potential clients that it still has plenty of creative ideas to offer.
A ensure
B assure
C convince
D persuade
B9 Focus has been asked to _________________ ideas for advertising campaigns to managements of the companies concerned.
A offer
B present
C supply
D furnish
D10 The little village where he lived would be a popular tourist ________________.
A place
B site
C visit
D resort
B11 Thank you for the above order ______________ our bicycles.
A of
B for
C by
D against
C12 It is stipulated in our Sales Confirmation No. 2007021 ____________ the 5,000 bicycles you ordered are to be shipped in two equal lots in March and April 2007.
A which
B where
C that
D what
A13 You requested that 80% of the bicycles ____________ in March and the balance in April.
A be shipped
B shipped
C to ship
D have been shipped
C14 Although we have the quantity ______________ stock, it is too late for us to ship 80% of your order in March.
A from
B for
C in
D at
D15 We have received your letter of 28 March, ___________ us to modify the previous arrangements for the shipment of the captioned order.
A asked
B to ask
C being asked
D asking
A16 You now wish to advance the date of shipment ____________ one month.
A by
B to
C for
D at
A17 In the circumstances, we regret ___________unable to meet your request.
A to be
B being
C be
D having been A18 In this case, you must _____________ the additional charges.
A bear
B have borne
C to bear
D bearing
D19 Please take the above ____________ account and let us know your decision as soon as possible.
A to
B for
C by
D into
B20 We are pleased to inform you that the captioned order _____________ now been dispatched.
A have
B has
C are
D is
Part II Phrase Translation
Directions: Directions: There are 20 Chinese phrases in this part. You are required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, one point for each phrase.
1 竞争对手产品
Competitors’ products
2 隐性广告
Subliminal advertising
3 广告媒体
Advertising media
4 体育赞助
Sports sponsorship
5 免费样品
Free sample
6 广告标语
Advertising slogan
7 大众媒体
Mass media
8 售点展示
point-of-sale display
9 户外广告
Outdoor advertising
10 大众市场
Mass-market
11 电视黄金时段栏目广告
Prime-time TV slot
12 市场份额
Market share
13 街道设施
Street furniture
14 公交车候车亭
Bus shelter
15 金融服务
financial service
16 营销组合
Marketing mix
17 公共关系
Public relations
18 广告宣传活动
Advertising campaign
19 价格促销
Price promotion
20 潜在客户
Potential client
Part III Sentence Translation
Directions: There are 10 sentences in this part. You are required to translate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 points, two points for each sentence.
1.The world of outdoor advertising billboards, transport and ‘street furniture’ is
worth about $18 billion a year, just 6% of all the world’s spending on advertising.
整个户外广告市场（露天广告牌,公共交通和路边设施）大约价值180亿美元一年,只占了全世界广告支出的6%
。
2.Focus, a large advertising agency based in Paris, has a reputation for creating
imaginative and effective campaigns.
焦点公司是一家总部设在巴黎的大型广告公司，它因为能创造富有想象力并卓有成效的广告宣传活动而享有盛誉。
3.But it is one of the fastest-growing segments, having doubled its market share in
recent years.
但它是增长最快的细分市场之一，近几年它的市场份额翻了一倍。
4.Outdoor advertising’s appeal is growi ng as TV and print are losing theirs.
随着电视、平面广告失去它们的吸引力，户外广告的吸引力却不断增长。
5.Adding to its attractions has been a revolution in the quality of outdoor displays.
户外展示设备质量方面的革命也在不断增加它的吸引力。
6.Particularly attractive to the new advertisers is street furniture, the fastest growing
segment of the outdoor market.
路边设备广告作为增长最快的户外广告细分市场，对新的广告商们特别有吸引力。
7.Focus has been asked to present ideas for advertising campaigns to managements of the companies concerned.
焦点公司已经被要求向相关公司的管理层阐述他们对于广告宣传活动的理念。
8.Focus now needs to convince potential clients that it still has plenty of creative
ideas to offer.
焦点公司现在需要使潜在客户相信它仍可以提供很多有创意的想法。
Unit 1 Part Ⅱ Reading Task Vocabulary Ⅰ1. 1)respectable 2)agony 3)put down 4)sequence 5)hold back 6)distribute 7)off and on 8)vivid 9)associate 10)finally 11)turn in 12)tackle 2. 1)has been assigned to the newspaper’s Paris office. 2)was so extraordinary that I didn’t know whether to believe him or not. 3)a clear image of how she would look in twenty years’time. 4)gave the command the soldiers opened fire. 5)buying bikes we’ll keep turning them out. 3. 1)reputation; rigid; to inspire 2)and tedious; What’s more; out of date ideas 3)compose; career; avoid showing; hardly hold back Ⅱviolating Ⅲ;in upon Comprehensive Exercises ⅠCloze back; tedious; scanned; recall; vivid; off and on; turn out/in; career ; surprise; pulled; blowing; dressed; scene; extraordinary; image; turn; excitement ⅡTranslation As it was a formal dinner party, I wore formal dress, as Mother told me to. 2)His girlfriend advised him to get out of /get rid of his bad habits of smoking before it took hold. 3)Anticipating that the demand for electricity will be high during the next few months, they have decided to increase its production. 4)It is said that Bill has been fired for continually violating the company’s safety rules. /Bill is said to have been fired for continually violating the company’s safety rules. 5)It is reported that the government has taken proper measures to avoid the possibility of a severe water shortage. /The local government is reported to have taken proper measures to avoid the possibility of a severe water shortage. 2.Susan lost her legs because of/in a car accident. For a time, she didn’t know how to face up to the fact she would never (be able to) walk again. One day, while scanning (through) some magazines, a true story caught her eye/she was attracted by a true story. It gave a vivid description of how a disabled girl became a writer. Greatly inspired, Susan began to feel that she, too, would finally be able to lead a useful life. Unit 2 Part ⅡReading Task Vocabulary Ⅰ1. 1)absolutely 2)available 3)every now and then 4)are urging/urged 5)destination 6)mostly 7)hangs out 8)right away 9)reunion 10)or something 11)estimate 12)going ahead 2. 1)in the examination was still on his mind. 2)was completely choked up by the sight of his team losing in the final minutes of the game. 3)was so lost in study that she forgot to have dinner. 4)has come up and I am afraid I won’t be able to accomplish the project on time. 5)of equipping the new hospital was estimated at﹩2 million. 3. 1)were postponed; the awful; is estimated 2)reference; not available; am kind of 3)not much of a teacher; skips; go ahead Ⅱ;on Ⅲor less of/sort of 4. kind of/sort of 5. more or less 6. or something Comprehensive Exercises ⅠCloze up; awful; practically; neighborhood; correspondence; available; destination; reunion; Mostly; postponing; absolutely ; savings; embarrassment; phone; interrupted; touch; envelope; signed; message; needed ⅡHalf an hour had gone by, but the last bus hadn’t come yet. We had to walk home. 2)Mary looks as if she is very worried about the Chinese exam because she hasn’t learned the texts by
Text comprehension I. B II. 1. T; 2. F; 3. T; 4. T; 5. T. III. 1. “snail mail”. 2. “an essential stepping stone on the road to success”. 3. “the profound relationship between language and culture that lies at the heart of society”. 4. “the means to shape our views of the world”. 5. “to negotiate the boundaries between languages and to compromise in translation”. 6. “to use linguistic skills, to think differently, to enter into another culture’s mentality and to shape language accordingly”. IV. 1. with convenient ways to reach any part of the world. 2. It seems that everyone is able to always get in touch with anyone else if he or she can afford to. 3. is the most important to society. 4. a fundamental skill in today’s world, where different c ultures interact. 5. are finding ways to interrelate different cultures. Structural analysis of the text 1. The last sentence of the 3rd paragraph: “Most fundamental is the profound relationship between language and culture that lies at the heart of society and one that we overlook at our peril.” 2. Paragraph 4: The lack of an exact counterpart of the English word “homesickness” in other languages such as Italian, Portuguese, and German. Paragraph 5: The problem of untranslatability which the early Bible translators encountered. Paragraph 6: English and Welsh speakers make adjustments regarding the color spectrum in the grey / green / blue / brown range; The word “democracy” means completely different things in different contexts; the flat breads of Central Asia are a long way away from Mother’s Pride white sliced toasties, yet the word “bread” has to serve for both. Part One. Vocabulary Analysis I. Phrase practice 1. provided =as long as 假如，倘若 need never be out of touch =can never fail to be reached 从不会失去联系 2. regardless of =no matter 不管，不顾
Unit 4 Advertising Part I Business Vocabulary Directions: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence. C1 Outdoor advertising is one of the fastest growing _______________ in the market. A markets B sections C segments D sectors D2 The world of outdoor advertising billboards, transport and ‘street furniture’ is ______ about $18 billion a year, just 6% of all the worl d’s spending on advertising. A worthwhile B worthy C valued D worth C3 The soaring costs of TV are ______________ clients to consider alternatives. A making B driving C prompting D letting A4 BMW ran a ‘teasers’ campaign in Britain on bus shelters. A exclusively B largely C greatly D inclusively C5 Placing an ad on a bus shelter for two weeks ________________ at about ￡90. A works on B works away C works out D calculates D6 We are facing a ________________ with our market share. What are we going to do about it? A promotion B sale C order D crisis A7 Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and ____________ campaigns. A effective B efficient C effect D efficacious C8 Focus now needs to ________________ potential clients that it still
3.Many products for sale seem to scream at us, "Buy me! Buy me!" Advertising is a big busin ess in our world with many products competing for our attention. Think of the last time you boug ht clothes. You probably noticed the variety of colors, patterns, fabrics and brands you could choo se from. Which kind of soft drink would you like to have today or what kind of computer do you want? Advertisers are skilled in the art of making their products look the best to appeal to our se nses. But products aren't always what they seem. Sometimes advertising is deceptive and as cons umers ,we must be careful about what we choose to buy. It is important to learn to compare prod ucts and identify our purpose in purchasing the things we need. But the good thing about advertising is that it helps people to make decisions and refine thei r choices. In the United States, the Ad Council creates timely public service messages to the nation. Th eir purpose is to raise awareness of public problems that citizens can respond to. Inspiring ads ca use individuals to take action and even save lives. Pollution in America, for example has been red uced over the years because of the creative Public Service advertisements that the council provid es" Please, please don't be a litter bug, 'cause every 'litter bit' hurts." Many families have taught t heir children to place litter in the trash can in response to this catchy phrase, which has affected g enerations as each succeeding generation has taught their children not to litter. 4.Nature imposes difficult conditions upon the earth from time to time . The tornado and fo rest fire destroy natural resources ,homes and other structures ,and very often harm or kill peopl e . Technological tragedies happen with little or no warning as we see trains crash and airplanes f all from the sky shortly after take-off. As tragic as calamities are , they seem to bring out the best in human nature . people trained in em ergency care arrive at the scene and begin assisting the inj ured .Others come with equipment to remove debris. Men , women ,and young people willingly c ome to the scene of an accident , hoping to be of help in some way . These selfless acts of kindne ss make our world a better place . compassion eases the wounds of calamities. American Airlines flight number 587 crashed less than three minutes after taking off from JF K Airport in New York in November,2001. Witnesses s aw an engine fire develop on the plane’s nu mber one engine located under the left wing of the aircraft .seconds later ,the airliner crashed int o eight homes ,completely destroying four of them .All 260 people aboard the airplane were kille d along with six people at the crash site ,leaving many people to mourn the loss of their loved on es .the residents (people who live in the area of the crash ) rallied together to comfort those griev ing, while others removed bodies from the wreckage and did the necessary clean-up. 工程实施困难的条件下在地上的时候。龙卷风和森林火灾破坏自然资源,房屋和其他建筑物,和经常伤害或杀死人。技术的悲剧发生在很少或没有预警,因为我们看到火车事故,飞机起飞后不久就从天空坠落。一样悲惨的灾难,他们似乎显示出人性中最好的。在急诊受训的人到达现场并开始帮助受伤的人则跟设备清除残骸。男人,女人,和年轻人自愿来到事故现场,希望能有帮助。这些无私的善举让我们的世界变得更美好。同情减轻灾害的伤口。 美国航空公司587号航班坠毁不到三分钟后从纽约肯尼迪机场起飞,11月2001。目击者看到一个引擎火灾发展在飞机上的1号引擎位于下飞机的左翼,接着后,客机坠毁八家,完全摧毁了四个260名乘客的飞机遇难连同6人在事故现场,造成许多人悼念失去的亲人,居民(住在崩溃的面积)聚集在一起,安慰那些悲伤,而另一些人则从残骸,并把尸体移走必要的清理。 5.Success can be reached in different ways by people in different careers. Bill Gates began at age to program computers,His vision for personal computing has been central to the success of M icrosoft Corporation, the company he founded with his childhood friend in 1975 . The former CEO of General Electric, Jack Welch, is a business legend. A famous quote by Mr. Welch is,” Chang before you have to. ”He believes in leading by example and encourages his empl oyees to do their best every day. Michael Jordan s aid,”I accept failure, but I can’t accept not trying.” He is one of the best athl etes to ever play team sports. His great smile, athletic achievements, and pleasant personality ha ve made him one of the most famous athletes in the world. Michael Jordan spent a lot of time pla ying basketball as a child but in senior middle school he was taken off the team . Instead of giving up , he worked through adversity and became the greatest basketball player yet .
Unit 4 Active Reading (1) 4 1 a 2b 3c 4c 5d 5 1 submerged 2 destiny 3 glared 4 wits 5 gazed 6 habitual 6 1 exclaimed 2 intricate 3 propositions 4 vicinity 5 hustle 6 sensible 7 1 turn up 2 come around/ will come around 3 call time on 4 pulled out 5 for show 8 1 This is probably part of the description of Bob issued by the Chicago police. It is a distinctive feature that can be used to identify him. 2 As diamonds are very expensive, having many of them suggests that the man is wealthy and has done well in life. 3 This indicates that the man is in fact not Jimmy. He is unlikely to have grown by two or three inches, as he was already 20 when they last met. 4 The man was submerged in his overcoat because he was trying to hide his face from Bob, and he wasn’t really Jimmy. The bad weather provided a good excuse, however. 5 Bob was feeling emotional. His old friend Jimmy had tricked him, and he was probably angry and shocked. Active Reading (2) 3 1 c 2 d 3a 4b 5c 4 1.precaution 2.fraud 3.trash 4.cancel 5.deceived 6.Household 5 1.log off https://www.doczj.com/doc/3918588371.html,monplace 3.forge 4.anonymous 5.fictional 6 b, b, a, a, a, a, a
Key to Exercises Opener Mary is thinking of getting a tattoo tomorrow afternoon. She asks Mel to join her, but Mel cannot because she has to work tomorrow. And then Mary invites Mel to go to a party tomorrow night. Mel hesitates at first, but finally decides to go with Mary. They will meet at eight o’clock. Abbreviation Meaning 1. TGIF Thank God it’s Friday 2. AMA Ask me anything 3. OMG Oh my God! 4. YOLO You only live once 5. FOMO Fear of missing out 6. FYI For your information 7. LOL Laugh out loud 8. TBH To be honest 9. PPL People 10. ETA Estimated time of arrival Transcript: A: Hey, Mary. B: Hey, Mel. A: TGIF.
B: TGIF. A: Mel, I need some advice on something. B: AMA A: Yeah, thanks. I’m thinking of getting a tattoo. B: OMG! Really Are you serious A: Well, YOLO. B: That’s true. A: Well. B: When are you going to do it A: I’m thinking tomorrow afternoon. Do you want to come B: Oh, I’d love to come, but I’ve got to work tomorrow. Oh, major FOMO. A: What a shame! B: Yeah, A: Well, FYI, there’s a party tomorrow night. And if you are not busy, you can come to that instead. B: I’m not busy, but TBH I really need to take it easy this weekend. A: What That’s so not like you. B: LOL, that’s true. A: Party is in Hackney Wick. It’s gonna be good, good music, good PPL. B: Oh, major FOMO again. Oh, what the hell Yes, why not I’ll go.
Keys for Unit 3 Vocabulary I. 1. as long as, can never fail to be reached 2. no mater 3. fail to notice at great risk 4. may be described by these words to varying degrees 5. were directly confronted with the problem that something in one language cannot be rendered into another II. 1. stepping stone 2. at their peril 3. serve 4. mentality 5. staple 6. facilitating 7. messaging 8. hybrid III. 1. economy 2. accessible 3. fundamentally 4. homesick 5. negotiable 6. adjusted 7. remoteness 8. complacently
IV. D, C, A, D, B, A, B, C V. 1. time, era, epoch 2. meetings 3. basic,fundamental 4. misshape 5. unavoidably 6. worry, concern, anxiety, apprehension 7. therefore, so, thus 8. hide, conceal VI. 1. unbelievable 2. imperfect 3. disagreement 4. misplace 5. malfunction 6. enable 7. surpass 8. submarine Grammar I. 1. helps 2. hope, are enjoying, sunbathe, go, are going 3. is being
Unit 1 Living in Harmony Enhance Your Language Awareness 1. Text A amaze bunch bundle capacity commerce conquer display drop roast rob style symbol vague figure Text B appreciate participate shift slip 1)My neighbours are a friendly bunch of people. 2)Dave amazed his friends by leaving a well-paid job to travel around the world. 3)The employees in this company work an eight-hour shift . 4)The professor came to the classroom with a bundle of newspapers under his arm. 5)A passenger asked the driver: “Could you drop me off near the post office? I'd like to post a letter.” 6)The little girl's capacity for learning languages astonished me. 7)How many countries will be participating in the Olympic Games? 8)I like the typically French style of living. It is so romantic. 9)They have made their fortunes from industry and commerce . 10)They threatened to shoot him and rob him of all his possessions.
Unit Four Checking Your Vocabulary Word Detective 1. (page 113) 1) b 2) f 3) a 4) g 5) h 6) c 7) j 8) d 2. (page 114) 1) transform 2) evidence 3) outcome 4) ignore 5) display 6) nonsense 7) concerning 8) tense 3. (page 115) 1) admit into 2) conside r yourself as 3) unworthy of 4) To my horror 5) in her mind’s eye 6) (in) one way or another 7) are / feel disposed of 8) give it a try Enhance Your Language Awareness Words in Action 1. (page 118) 1) positive 2) focused 3) perspective 4) tense 5) shape 6) address 7) crises 8) curse 9) incredible 10) conversely 11) issue 12) ignored 13) outcome 14) rare 15) transform 16) accomplish 17) quit 18) rejected 2. (page 119) 1) (in) one way or another 2) have lived through 3) makes a difference 4) Give it a / another try 5) concerned with 6) slipped over 7) pulled over 8) in reverse Increasing Your Word Power 1. (page 120) 1) concerned 2) Concerning 3) reject 4) declined 5) unconscious 6) subconscious 7) former 8) preceding 9) raise 10) rise 2. (page 121) 1) does 2) make 3) take 4) do 5) make 6) Take 7) done 8) taken 9) making 10) took 3. (page 121) 1) d 2) a 3) f 4) b 5) c 6) e Nouns / Adjectives Suffixes Verbs Chinese meanings visual -ize / -ise visualize 使形象化；使显现 modern modernize 使现代化 popular popularize 普及化；通俗化 industrial industrialize (使)工业化 apology apologize 道歉 human humanize 赋予人性，使人性化 system systemize 使系统化 CLOZE (page 123) 1) perspective 2) despair 3) necessity 4) perform 5) Conversely 6) prophecy 7) where 8) as 9) achieve 10) recognize 11) dealt with 12) attitude 13) channels 14) concerned TRANSLATION (page 124) 1. Only those who have lived through a similar experience can fully appreciate this. Or: The only people who can fully appreciate this are those who have lived through a similar experience. 2. Scientists have been hard pressed to figure out how these particles form / are formed and interact (with one another). 3. I’d like to express my special thanks to everyone who has contributed over the years in one way or another. 4. The individual success of the employees in a team environment results in success for the company.
大学英语综合教程一 Unit 1 Growing Up Part II Language Focus Vocabulary Ⅰ. 1.respectable 2.agony 3.put…down 4.sequence 5.hold back 6.distribute 7.off and on 8.vivid 9.associate 10.finally 11.turn in 12.tackle 2. 1.has been assigned to the newspaper’s Paris office. 2.was so extraordinary that I didn’t know whether to believe him or not.
3.a clear image of how she would look in twenty years’ time. 4.gave the command the soldiers opened fire. 5.buying bikes we’ll keep turning them out. 3. 1.reputation, rigid, to inspire 2.and tedious, What’s more, out of date ideas https://www.doczj.com/doc/3918588371.html,pose, career, avoid showing, hardly hold back Ⅱ. https://www.doczj.com/doc/3918588371.html,posed 2.severe 3.agony 4.extraordinary 5.recall https://www.doczj.com/doc/3918588371.html,mand 7.was violating 8.anticipate Ⅲ. 1.at 2.for 3.of 4.with
The Answers to Unit 1 Enhance Your Language Awareness (I) Working with Words and Expressions 2. (1) obtain (2) confident (3) communicate (4) advantage (5) relevant (6) helpful (7) extreme (8) enjoyable (9) means (10) process (11) particularly (12) characters (13) astonished (14) apparently 3. (1) fond of (2) is...related to (3) according to (4) To a certain degree (5) vice versa (6) no doubt (7) rid... of (8) cleared up (9) or else (10) at all costs (11) sure enough (12) let alone (13) similar to (14) It's no use (15) in my opinion (16) was worth (II) Increasing Your Word Power 1. (1) c (2) d (3) b (4) b (5) b (6) d 2. (1) highly/very (2) quite/very (3) quite/very/increasingly (4) quite/simply/very 3. Adverbs Adjectives efficiently efficient particularly particular fluently fluent quickly