新编实用英语听力教程4 Unit 5 Advertising Glossary

新标准视听说4unit5Unit 5。

In this unit, we will focus on the topic of "Travel". We will learn how to talk about different modes of transportation, describe travel experiences, and discuss travel plans. Let's get started!Listening。

In the listening section, you will hear conversations and monologues related to travel. Pay attention to the details and take notes if necessary. Try to grasp the main ideas and specific information. This will help you improve your listening comprehension skills and prepare you for real-life travel situations.Speaking。

In the speaking section, you will have the opportunity to practice expressing your travel experiences and plans. You will engage in discussions with your classmates, share your thoughts on different travel destinations, and learn how to give and receive travel advice. This will help you become more confident and fluent in spoken English.Vocabulary。

Glossary on Company IntroductionCompany Types:Sole Proprietorship: A type of company in which all profits and liabilities flow through to an individual.独资由一名个人独立享有全部利润并承担全部债务的公司类型。

PartnershipA type of company in which all profits and liabilities are shared by more than one person.合伙利润由多人分享，债务由多人承担连带责任的公司类型。

Privately-owned Corporation私有公司由一定数量的个人控股的公司，不能通过证券交易所交易。

Publicly-owned CorporationA company whose stock is listed on a stock exchange and is usually owned by a large number of individual shareholders.公有公司股票在证交所上市的公司，通常有大量私人股东。

Corporate CharterA document that establishes the existence of a corporation and whose bylaws set organizational and procedural guidelines for its operation.公司章程确立公司成立并规定公司运营的组织结构和过程的文件。

ShareholderThe owner of a share of stock in a company.股东持有一定数量公司股份的人。

有限责任公司limited liability company股份有限公司joint stock liability company私营企业privately-run enterprisenationally-run enterprise个人独资企业sole proprietorship companymultinational/transnational companycompany name公司地址company address有限公司Co. Ltd= Corporation Limited公司法corporate law公司文化/企业文化company/corporate culture公司干事company secretary公司董事company director公司方针company policy公司规模company size公司业绩company performance公司法人company incorporate公司管理company management公司事务company business公司结构/组织company structure/organization 合资企业joint venture合资公司co-partnership company合资经营joint adventure合资合同/协议joint-venture contract/agreement 合资合作joint-venture cooperation合资方partner部门department公司概况/（个人）履历company profile总部headquarters分部branch品牌Brand名牌name brand商标trademark行业/业务范围line of business经营范围Scope of business出口/进口Export/import出口商品/进口商品Exported/imported goods(items) 实力Capability生产/制造Manufacturing制造厂家/生产商manufacturer电子产品electronic products企业enterprise乡镇企业township enterprise技术组technical team研发Research and development科学技术Science and technology世界一流的World-classFirst-class 一流的ISO9001国际体系认证ISO9001 System Certificate专营/专门研究/专攻Specialize in…人性化管理humanized management市场占有率/份额Market share投资/在…投资investment/invest…in…产量V olume of production营业额，成交量Turnover股票stock股票交易stock exchange股份/股东/持股Share/share-holder/share-holding Market share利润/净利润Profit/net profit利润率/利润空间Profit margin利润分配profit allocation/distribution利润最大化maximum of profits成立/创立Found/establish创始人/创建者Founder总裁presidentVice President首席执行官CEO=Chief Executive Officer基地位于…(be) based in/with its base in…位于be located/situated in…。

Unit 5 Secrets of advertisingPronunciationScripts and answers11. We go over to our photo studio and see more about what happens at a photo shoot.2. We’ll keep the camera, the lights and everything the same.3. The hosts suggest good products to their viewers, and the price they offer is much lower.4. A good logo can quickly draw people’s attention and help them remember it.5. This logo presents the compan y identity and shows people it’s the better choice.21. The same words are used on bags, mugs and clothing.2. The design of the poster is simple and commonly recognizable.3. It offers a simple but warm-hearted message, which carries a power that never grows weak.4. We just need to keep calm, and carry on.5. You see it and you remember it.Listening to communicateConversation 1ScriptsW: Excuse me, could you spare me a few minutes for a short interview? I want to find out what people think about advertisements.M: Sure.W: Thank you. What is your favorite advertisement?M: There was a public service advertisement about family love. I like it.W: Where did you see it?M: It was on TV several years ago.W: It seems quite a long time ago. What is it about?M: The ad tells a story of a family. A child watches his mother help his grandmother wash her feet. He learns from his mother and then helps his mother wash her feet.W: How lovely! Why do you like it?M: I just love the story the ad tells. It’s so sweet.W: Was there any famous actor or actress in the advertisement?M: The actors were not very well-known, I think.W: Did it attract much attention?M: I guess, we could see it in many public places.W: What do you think the advertisement wants to tell people?M: Well, it reminds us that parents are the best teachers of their children.W: You said it. Sometimes advertisements can teach us a lot.Answers1 1 D2 B3 A4 A2 1 F 2 T3 T4 TConversation 2ScriptsW: Look at that café! It’s so lovely that it reminds me of my grandma’s kitchen. You know how much we Italians love cooking.M: And have family dinners together.W: How did you know? I was just about to say that.M: I once saw a kitchen advertisement. It pictured the “dream kitchen” of an Italian mom.She was busy preparing a huge family dinner.W: I know that ad. It was made especially for the Italian audience.M: Really? Do you mean they have different ads for different countries?W: Yes. For example, their American version is different.M: What is it about?W: It’s also about the “dream kitchen”, only the American mom in the ad is thinking about throwing a huge party for her friends and family.M: That’s very interesting. Why do you think they made different versions of this ad?W: I think it’s because they wanted to make the ad fit their customers’ cultural backgrounds. Only if the ad means something to them and to their way of life wouldthe ad be memorable.M: I agree. So next time when customers want to get a new kitchen, they will think of their products first.W: Exactly.Answers1 1 B2 A3 D4 D2 1 so 2 how much3 just4 especially5 Only ifAct-outAnswersSample conversationA: What are you doing?B: I’m watching a football game between Manchester United and Chelsea.A: Wow, they are both good teams. It must be a great game. May I join you?B: Sure! Have a seat.A: It seems that Chelsea might lose the game. It’s almost over.B: Yeah. It’s such a pity that they missed so many opportunities to goal.A: I was just about to say that! The players are getting tired. It’s even harder for them to goal now.B: Exactly! By the way, who is your favorite football star?A: David Beckham. Don’t forget he has won the Premiership title six times.B: That’s true. I like him, too. He does play very well.A: So who’s your favorite football star?B: Javier Zanetti. He taught me the true meaning of sportsmanship.A: That’s a good point. I admire him, too.Listening to exploreNews reportScriptsChina’s Internet advertising market increased to the size of 371.7 billion RMB last year, up 25.7 percent year on year, according to the latest report on Internet development.Mobile advertising had a market share of more than 70 percent, which is expected to grow in the future, said the report released by China Internet Network Information Center.In-feed ads, which will be shown naturally when a user browses webpages, have become a new growth area for the advertising industry. Its popularity and market share keep increasing.Revenues of advertising on short-video platforms rose quickly in the last couple of years. According to the report, it is believed that the advertising value of such platforms has been further recognized.Answers1 1 B2 D3 B2 1 T 2 F3 T4 FPassage 1Scripts“Keep Calm and Carry On” originated as a slogan before World War II. With dark days ahead, the British government designed a poster to hang in areas that might be taken over by Germans.Now, “Keep Calm and Carry On” can be seen around the world. The same words are used on bags, mugs and clothing. Sometimes, the message is changed a little. For example, a tea shop may put up a poster with “Keep Calm and Drink Tea” on it, and replace the crown on top of the original poster with a picture of a cup of tea. Still very British.So why has this slogan become so popular now? Surely, the design of the poster is simple and comm only recognizable. However, it’s the words on the poster that people find most encouraging. Like a voice out of history, it offers a simple but warm-hearted message that comforts us and gives us confidence during difficult times, a power that never grows weak: We may suffer from time to time, but as long as we keep going, the dark days will be over.We just need to keep calm, and carry on.Answers1 1 B2 D3 C2 1 F 2 T3 T4 TPassage 2ScriptsWe see advertisements every day. But have you realized how tricky they can be? Here are some examples.1. Buy it nice and cheap!Advertisers like to mess with your evaluation on their product. They repeatedly show you how valuable their product is, then give you the good news that it is now on sale. It would appear as if you could buy it nice and cheap. However, the product may be worth even less than the price they give you in the ad.2. Have a problem? We can help!Advertisers are good at making up problems. They make you think that you face a problem only their product can solve. The truth is, you might not even have this problem! Even if you do, you always have other choices.3. We can be so much more!One classic example is the coffee advertisement. It often shows a successful business person drinking the coffee with colleagues. The advertisement will make you think that this product can get you the same kind of lifestyle.Now that you have learned how advertisers work on your mind, i t won’t be so easy for them to trick you anymore.Answers1 1 D2 B3 C2 1 realized 2 only3 even4 workSharing your ideasPresentation skills: Using persuasionFunctional language•Here are some data / statistics to support my idea.•I will give you some graphics / pictures to help you understand it better.•It’s a matter of fact that …•Personally, I have found ... to be true.•I can tell you from my experience that ...•I have dealt with similar situations and ...Sample presentationThe product we choose is a second-hand bag. It is rather big and it’s white in color. It is very durable because it is waterproof. The slogan we’ve designed for this bag is “Say hello to good buys.” Under the influence of low-carbon concept, more and more Chinese accept to buy the second-hand goods. The second-hand bag is environment-friendly and the people who buy it is good-will person, so we use “good guys” in the slogan. The other reason we choose this slogan is that we want to convey an idea that buying secondhand goods is a very effective and budget-friendly, and it can bring satisfaction to people. We want to “Say hello” to all people who want to buy second-hand goods.Viewing to knowScriptsHope Bagozzi:Hi, I’m Hope Bagozzi, Director of Marketing for McDonald’s, Canada. I’m here with a question from “Isabel M” from Toronto, Ontario. She asks: “Why does your food look different in the advertising than what’s in the store?” It’s a great question, Isabel. We get asked that a lot. And if you wanna come with me, I’m gonna take you across the street. We’re gonna find out a bit more. Come on.Hello, could I please order a Quarter Pounder with Cheese? Thank you, thank you so much. Here is my hot and fresh Quarter Pounder with Cheese. Looks good. Look at this beauty. Put this one back in the box, and go over to our photo studio and see a little bit more about “behind the scenes”: What happens at a photo shoot.So we’re on route now to Watt photo studios. Watt has been our agency doing all of our merchandising creative for probably about seven years. What we’re gonna do here is we’re actually gonna put the burger that you saw me just buy … we’re gonna put it side by side, next to a burger that we’re actually gonna craft from scratch, with our food stylist and o ur photographer. And we’re gonna compare what’s different about the two.I’ve just bought this Quarter Pounder with Cheese. It’s hot off the press as it can be. So maybe we just put that in, get a photo of it, so we can use that for comparison.Neil (the photographer):So we’ll keep the camera, the lights and everything the same. It will be a direct comparison of the right side of both burgers.Hope Bagozzi:Perfect. What I’m gonna do is introduce you now to Noah, who’s our food stylist. How that burger was made in about a minute or so, the process we go through on the average shoot takes several hours. And here, I think it’s important to note that all the ingredients that Noah uses are the exact same ingredients that we use in the restaurant. So it’s the exa ct same patties (肉饼); it’s the exact same ketchup (番茄酱), and mustard, and onions (洋葱), and the exact same buns (小圆面包). Almost ready for you, Neil.Neil:We wanna be able to show the pickles (腌黄瓜) and the condiments as we build. In the store, they would naturally just line it up straight in line, we have to bring it back a little bit to reveal the fact that there’s … It comes with the pickles and the slivered onions.Noah (the food stylist):Because we’re in a one dimensional world from the camera, everyth ing is in the back in the picture. I don’t know what’s actually in it. This way we can at least tell people you have ketchup; you have mustard; you have two pieces of cheese. And you know what you’re getting.Hope Bagozzi:Perfect onion selection. It’s like you’re a surgeon in there.Neil:Because we’ve had to put things forward, the bun is sitting crooked. So he’s just compensating.Noah:So I’m just melting down the cheese with my palette knife. Maybe I’ll put mustard, ketchup …Actually ketchup, must ard, ketchup. That’s nice.Hope Bagozzi:Beautiful. This burger looks pretty good as it is. I don’t think it’s gonna need much retouching whatsoever. Let me introduce you to Stuart Murray. He’s gonna take the side-by-side comparison and do a little finessing of the product. Less amount of retouching that we do to something, less perfect it looks, but actually it looks more appetizing and more convincing. But just enhancing some color(s), taking out some of the little accidents that might happen in preparation, which obviously doesn’t show the product at its best possible light. Here you can definitely see that there’s a size difference. The box that our sandwiches come in (with), keep the sandwiches warm, which creates a bit of a steam effect. And it does make the bun contract a little bit. And then the main difference is the fact that we actually took all the ingredients that are normally hidden under the bun, and we pulled them to the foreground so that you can see them. And those are the main differences. So Isabel, thank you so much for your question. We hope that’s answered it for you. Thanks.AnswersPre-viewing1 I can think of three reasons:1)Professional cameras are used for taking photos of the food in the advertising.2)The shooting scene is specially designed to make the food look better in the advertising.3)Photo and video editing techniques are applied in advertisements so that the food looksmore delicious.While-viewing1 1 T2 F3 T4 F5 T2 A-3 B-1 C-4 D-2Post-viewing1 1) I agree with the way McDonald’s presents its food in the advertising. The main purpose ofthe advertising is to improve the company’s image and attract more consumers. Beautiful pictures of the food can stimulate consumers’ appetite. The ad also shows the food at its best possible light and brings out the charm of the brand.2) I disagree with the way McDonald’s presents its food in the adv ertising. The food in the adis carefully manipulated, not exactly the same with what McDonald’s sells in the restaurant.Although it seems to be more convenient to attract consumers and increase profit, it causes negative effects on the society.2 As far as I’m concerned, providing samples is the best strategy that can be used in foodadvertising. One thing people deeply care about when they buy food is whether it is safe and healthy. By providing samples, advertisers can invite people to test the food themselves.Another thing people would like to know is how it tastes, which will be clear to the customers once they try the samples. If they like how it tastes, they might even recommend it to others.Further listeningConversationScriptsTom: Hey, Lisa. What are you doing?Lisa: Hi, Tom. I am watching an E-commerce live-stream show. They’re introducing a new bag.I think I’ll buy it.Tom: It seems you really enjoy watching those live-stream ads.Lisa: Don’t you think they make good ads? The hosts suggest good products to their viewers, and the price they offer is much lower.Tom: I see your point, but I don’t think it’s wise to make shopping decisions based on live-stream ads.Lisa: Why? The products they suggest often become popular choices for customers.Tom: Just because a lot of people buy something, does it mean you should follow them without thinking?Lisa: Maybe not. But at least they offer really good prices. I can buy this bag really cheaply. Tom: That’s another problem I want to tell you about. Do you really need this bag, or do you want to buy it because they give you a discount in the ad?Lisa: Sometimes I buy things I didn’t plan to when I watch their shows.Tom: See, you need to think more carefully before you place an order.Lisa: I think you’re right. I’ll take your advice.Answers1 A2 A3 CNews reportScriptsRecently, one of the most authoritative awards for global designers and advertisers, the D&AD (Design and Art Design) Award, has released its winners. This year, one of the Wood Pencil awards, which represent the best in advertising and design from the year, goes to the graphic advertisement entitled “Slow Train, Slow Life”.The ad is made for the post-disaster rebuilding of Tohoku, an area in the northeast of Japan hit by natural disasters in 2011. The creation team believes that the best way to support the rebuilding is to attract people to revisit this area.In order to inspire viewers with the joy of travel, the team decided to make the local railways the main characters. People often see trains simply as a way to get them from one place to another, but this time these trains are at center stage. And it successfully brings a new breath of life into Tohoku travel.Answers1 A2 BPassageScriptsLogos are important to successful advertising. It should be quickly recognized and associated with the branding message of a company or business. What makes a logo outstanding then? There are four elements that stand out.It is memorable. A good logo can quickly d raw people’s attention and help them remember it. Xiaomi’s logo has combined the word "MI" with it and draws people’s attention to the orange background. You see it and you remember it.It is unique. A well-designed logo should be creative and original, so people won’t confuse it with others. The cursive writing of Coca-Cola has been its signature. This logo presents the company identity and shows people it’s the better choice.It is timeless. A classic logo should stand the test of time. It needs to stay relevant for this generation and the next. The logo of the Penguin Press, for example, was created in 1935. Today, the penguin has become an icon of the company.It is touching. A logo that is rooted deeply in people’s heart s is emotionally appealing. The logo of Walt Disney Pictures looks like a castle, which reminds people of the fantasy world that Disney has brought to us with its films.Answers1 B2 A3 DListening to appreciateScriptsSkyLee Clow and Peter SeligmannLook upThere I amI am the skyI am a warm and protective blanketWrapped around everyone on earthI can bring clouds, rain and the windI can be an ice stormWithout me, you’d fryEvery day, I am the breath you take inYet you are making me sickI am congested, off-balance, pollutedYou see, I am more delicate than you thinkIt took millions of years to get it just right:My perfect mix of gases, temperature and weather that you enjoyBut now your cars, your factories and dustThey have pushed me past the limitAnd you wonderWhy my typhoons and tornadoes are more intense, more frequent?I have become unpredictableLess rain hereA lot more rain thereHotter summersColder wintersI cannot even control myself anymoreEnough about meI will show my changing self to you in your days aheadBut in the end, I'll be fineGive me a few thousand yearsI have weathered trauma beforeI am not worried for myselfLook upAnswers1 protective2 take in3 polluted4 limit5 control。

新编实用英语视听说高级教程episode4答案1、Many people prefer the bowls made of steel to the _____ made of plastic. [单选题] *A. itB. ones(正确答案)C. oneD. them2、The little boy saved his money ______ he could buy his mother a gift on Mother’s Day.（）[单选题] *A. butB. such thatC. in order toD. so that(正确答案)3、9．There will be a lot of activities at English Festival nest month. Which one would you like to ________? [单选题] *A．take part in (正确答案)B．joinC．attendD．go4、_______ travelers come to visit our city every year. [单选题] *A. Hundred ofB. Hundreds of(正确答案)C. Five HundredsD. Five hundred?of5、I’m sorry there are ______ apples in the fridge. You must go and buy some right now.（）[单选题] *A. a littleB. littleC. a fewD. few(正确答案)6、—Who came to your office today, Ms. Brown?—Sally came in. She hurt ______ in P. E. class. （）[单选题] *A. sheB. herC. hersD. herself(正确答案)7、Modern plastics can（）very high and very low temperatures. [单选题] *A. stand(正确答案)B. sustainC. carryD. support8、Don’t forget _______ those books when you are free. [单选题] *A. to read(正确答案)B. readingC. readD. to reading9、I usually do some ____ on Sundays. [单选题] *A. cleaningsB. cleaning(正确答案)C. cleansD. clean10、For more information, please _______ us as soon as possible. [单选题] *A. confidentB. confidenceC. contact(正确答案)D. concert11、—Can you play the violin at the art festival?—No, I ______. But I am good at playing the drums.（）[单选题] *A. canB. can’t(正确答案)C. doD. don’t12、Guilin is _______ its beautiful scenery. [单选题] *A. famous for(正确答案)B. interested inC. fond ofD. careful with13、( )He killed the enemy guard and made away _________the villagers. [单选题] *A. with the helpB. with helpC. with help ofD. with the help of(正确答案)14、Mary _______ Math. [单选题] *A. is good at(正确答案)B. do well inC. is good forD. is good with15、The Spring Festival is on the way.Many shops have _______ huge posters with the word sales. [单选题] *A. put up(正确答案)B. put onC. put outD. put off16、37．—What will you be ___________?—I'm not sure. Maybe I'll be a doctor like my father. [单选题] *A．right nowB．in the future(正确答案)C．at onceD．at the moment17、____ is standing at the corner of the street. [单选题] *A. A policeB. The policeC. PoliceD. A policeman(正确答案)18、Now people can _______ with their friends far away by e-mail, cellphone or letter. [单选题] *A. keep onB. keep in touch(正确答案)C. keep upD. keep off19、When Max rushed to the classroom, his classmates _____ exercises attentively. [单选题] *A. didB. have doneC. were doing(正确答案)D. do20、14．Builders have pulled down many old houses, and they will build a lot of new ________. [单选题] *A．ones (正确答案)B．oneC．the onesD．the one21、29．______ my free time, I like listening to music. [单选题] *A．AtB．OnC．In(正确答案)D．About22、Many children have to _______ their parents. [单选题] *A. divide intoB. put onC. depend on(正确答案)D. take on23、—It’s too noisy outside. I can’t fall asleep.—I can’t, either. We have to ______ new ways to solve the problem.（）[单选题] *A. come up with(正确答案)B. get on withC. make up withD. catch up with24、79．On a ________ day you can see the city from here. [单选题] *A．warmB．busyC．shortD．clear(正确答案)25、I should like to rent a house which is modern, comfortable and _____, in a quiet neighborhood. [单选题] *A.in allB. after allC. above all(正确答案)D. over all26、--Do you know _______ girl with long curly hair?--Yes. She is Mary. She plays _______ piano very well. [单选题] *A. a; /B. the; /C. the; the(正确答案)D. a; the27、Online shopping _______ very popular now. [单选题] *A. is(正确答案)B. areC. wasD. were28、_______ a busy afternoon! [单选题] *A. HowB. What(正确答案)C. WhichD. Wish29、_______, Mr. Smith. [单选题] *A. Here your tea isB. Here is your tea(正确答案)C. Here your tea areD. Here are your tea30、I think you should buy this novel. It is really worth _____. [单选题] *A. reading(正确答案)B. being readC. readD. to read。

Ad or no adIs advertising really necessary? Billions of dollars are spent on it every year, so it must be important. After all, it’s a busy world. You have to advertise, sell products and make money.！Not every company thinks that way. The No-Ad company (“no-ad”stands for “not advertised”) avoids big advertising campaigns. The company was started in 1960, and is successful today. Their products are still affordable because the company saves the money on advertising. They also use their savings to support a drug and alcohol awareness program to educate high school students.No-Ad sells by word of mouth. “Word of mouth advertising” happens when a person tells another person about a good experience with a product or service. That second person then tells another friend, family member or colleague. And so a chain of information is created.Typically, advertisers talk about how good their product is. Although they say things like, “Studies show that our product is the best”or “Everyone loves this product”, it can sound insincere or unconvincing. It’s much more believable to hear about a product from someone who did not make it. Our friends’ opinions are very important to us, so we often listen to their advice about a product.Word-of-mouth advertising has other advantages too, it’s cost-effective (after all, it’s free). And a company doesn’t have to create acomplex business plan to do it. Here is some advice for small business about word- of-mouth advertising:• Be prepared to talk about your company at any time. You never know who you will meet. Always carry business cards.• Only say positive things about your company. Don’t say negative things about your company.• Help other companies by referring people to them. The more you help others, the more good fortune will come back to you.。