新視野英語(yǔ)教程（第四版）讀寫教程2 課件 Unit 7 Secrets of Advertising

新視野英語(yǔ)教程讀寫教程2第四版CONTENTSAroundtheTopic?ReadingThrough?BasicWritingSkills?ReadingMore?PracticalWriting?ChineseWisdom?SecretsofAdvertisingUnit7AAgoodadvertisementoftenhasacatchy(容易記住的)andpowerfulslogan.MatchthefollowingadvertisingsloganswiththeirEnglishtranslations.善行無(wú)跡，留一盞燈溫暖他人。關(guān)心別人，快樂(lè)自己。感謝不平凡的自己。全中國(guó)，讓心回家。21.Helpingothersmakesushappy.2.Appreciateyourselfasyouareextraordinary.3.ForeveryChineseperson,homeiswheretheheartbelongs.4.Leavealightontowarmothers:asmallgesturewithgreatkindness.BCDABWorkinpairsandtellyourpartnerwhichsloganyoufindthemostcatchyandwhy.AdditionalActivitiesWatchthevideocarefullyanddiscussthefollowingquestions:Amongthesetechniques,whichonedoyouthinkyouwouldbeattractedasanaudience,andgivesomereasons;Whichtechniquewouldyouprefertouseandwhy?AdvertisingBackgroundInformationShakespeareandHisFirstPlayWilliamShakespeare(1564–1616)wasanEnglishplaywrightandpoet.Heiswidelyviewedastheauthorofatleast37playsand154sonnets,thegreatestwriterintheEnglishlanguage,andoneoftheworld’sgreatestdramatists.HisfamousplaysincludecomediessuchasAMidsummerNight’sDream(《仲夏夜之夢(mèng)》)aswellastragediessuchasHamlet(《哈姆雷特》)andRomeoandJuliet(《羅密歐與朱麗葉》).Shakespeare’searliestplayisprobablyHenryVI(《亨利六世》).BackgroundInformationWilliamCaxton(1422–1491)WilliamCaxtonwasaprinter,translatorandpublisher.Heprintedover100booksinhislifetime,andthesebookswereknownfortheircraftsmanship(工藝)andcarefulediting.CaxtonsetupapressinBruges,Belgium,inabout1474,andthefirstbookprintedinEnglishwaspublishedtherethenextyear.BackgroundInformationIndustrialRevolutionTheIndustrialRevolutionreferstothetransitiontonewmanufacturingprocessesincountriessuchasGreatBritain,Germany,andtheUnitedStatesfromaround1760stotheearly20thcentury.Thistransitionincludedgoingfromhandproductiontotheuseofmachines,particularlytheuseofsteampowerandelectricity.Asaresultofthistransition,outputwasgreatlyincreasedandmoreproductsweremadeavailable.BackgroundInformationCivilWarTheCivilWar,alsocalledtheAmericanCivilWar,wasfoughtbetweentheUnitedStates(“theNorth”)andtheConfederacy(“theSouth”)fromApril12,1861toApril9,1865.TheresultofthewarwasthattheConfederacysurrendered(投降)andslaverywasabolishedintheentirecountry.Warming-upLivingintheinformationage,wereceiveallkindsofinformationeverydaywhetherwewantornot,andamajorsourceofsuchinformationisadvertising.Ontheonehand,advertisementshelpproductsreachagreaternumberofpotentialcustomersandallowcustomerstomakewell-informedchoices.Ontheotherhand,therehasalwaysbeenaconcernaboutwhetheradsgivetruthfulandhelpfulinformationbecausesometimesconsumersarepersuadedtobuyproductstheydon’tneed.Insummary,modernadvertisinghasbenefits,butitalsohasitsdrawbacks.Afterreadingthetext,youcandiscussthefollowingquestions:Whatadsdoyoulike?Whatadsdoyoudislike?Aretheretoomanyadstoday?Whatcanyoudotoavoidbeingaffectedbyadsinanegativeway?Warming-upQuestionsYouranswersAuthor’sanswers1.Howisadvertisingrelatedtopeople?2.Whatisadvertisingbusinesslikeinpeople’smind?3.Whatisthepurposeofanadvertisement?TextA

Advertising

Advertisingispartofourdailylives.Tofindproof,youhaveonlytoleafthroughamagazineornewspaper,orcounttheradioortelevisioncommercialsthatyouhearinoneevening.Mostpeopleseeandhearamassofadvertisingmessageseveryday.Andpeoplerespondtothemanydevicesthatadvertisersusetogaintheirattention.廣告廣告是我們?nèi)粘Ｉ畹囊徊糠帧ＲC明這一點(diǎn)，你只需瀏覽一下某份雜志或報(bào)紙，或者數(shù)一下你一個(gè)晚上收聽(tīng)到的廣播或收看到的電視中商業(yè)廣告有多少就行了。大多數(shù)人每天看到和聽(tīng)到大量的廣告信息。人們會(huì)對(duì)廣告商為引起其注意所使用的多種手段有所反應(yīng)。TextAAdvertisingisabigbusiness—and,tomanypeople,afascinatingonefilledwithattractionandexcitement.It’spartliterature,partart,andpartshowbusiness.Advertisingisthedifficultbusinessofbringinginformationtoagreatnumberofpeople.Thepurposeofanadvertisementistomakepeoplerespond—tomakethemreacttoanidea,suchashelpingtopreventforestfires,ortomakethemwanttobuyacertainproductorservice.廣告是一個(gè)大行業(yè)——而且對(duì)許多人來(lái)說(shuō)，它是個(gè)有吸引力的行業(yè)，誘人而刺激。它包含文學(xué)的成分、藝術(shù)的成分，還有娛樂(lè)的成分。廣告是一個(gè)很難發(fā)展的行業(yè)，它要把信息傳遞給許許多多的人。廣告的目的是讓人們作出響應(yīng)——讓他們響應(yīng)某一理念，比如幫助預(yù)防森林火災(zāi)，或者讓他們產(chǎn)生購(gòu)買某種產(chǎn)品或服務(wù)的欲望。TextAAtthebeginningofthe20thcentury,advertisingwasdescribedas“salesmanship

inprint.”Ifthisdefinitionwereexpandedtoincluderadio,televisionandonlinemedia,itwouldstillstandtoday.Themosteffectivewaytosellsomethingisthroughperson-to-person

contact.Butthecostofperson-to-personsellingishigh.Becauseittakesagreatdealoftime,itincreasesthecostoftheproductorservice.Advertising,then,distributesthesellingmessagetomanypeopleatatime.20世紀(jì)初，廣告被描述為“印在紙上的銷售藝術(shù)”。如果把這個(gè)定義擴(kuò)展到包括廣播、電視和網(wǎng)絡(luò)媒體，那么它今天仍然成立。出售商品最有效的辦法是通過(guò)面對(duì)面的交流，但是當(dāng)面銷售成本很高。因?yàn)檫@樣做要花費(fèi)很多時(shí)間，所以產(chǎn)品或服務(wù)的成本增加了。然而，廣告卻可以把銷售信息一次性傳播給許多人。TextAAdvertisingisveryold.ItcanbetracedbackatleasttothepubliccriersofancientGreece—whoshoutedoutnewsandofficialannouncementstooneandall.Butitfirstbecameimportantinthelate15thcentury,whenthetradersoftherapidlygrowingcitiesandruraltownsneededawaytotellpeoplewheretheirgoodscouldbebought.廣告非常古老，它至少可追溯到古希臘沿街高聲傳報(bào)消息的傳報(bào)員——他們大聲傳報(bào)，把新聞和官方通告告知每一個(gè)人。然而，在15世紀(jì)后期，迅速發(fā)展的城市和村鎮(zhèn)中的商人們需要有種辦法，讓人們知道在哪兒可以買到他們的貨物，這讓廣告第一次變得重要起來(lái)。TextAThefirstprintedadvertisementintheEnglishlanguageappearedaround1476,morethanacenturybeforeShakespeare’sfirstplaywasproduced.ThisearlyadvertisementwastheworkofWilliamCaxton,England’sfirstprinter,whousedittoadvertise

religiousbooksfromhisownstudio.Besidesadvertisinghisproduct,heidentifiedhisshopwithacertaintrademarksothatcustomerscouldfinditeasily.第一份印刷的英文廣告大約出現(xiàn)于1476年，比莎士比亞的第一部戲劇還早一個(gè)多世紀(jì)。這份早期廣告是英國(guó)第一位印刷商威廉·卡克斯頓的作品，他利用廣告來(lái)推銷自己工廠制作出來(lái)的宗教書(shū)籍。除了給自己的產(chǎn)品做廣告外，他還用某種商標(biāo)來(lái)標(biāo)明自己的商店，以便顧客能輕易找到。TextAThissamesortofsimple,informationaladvertisingisstillused.Examplesincludetheroadsidesignsthattelltravelersthattheycanbuyfreshcornjustdowntheroadorthatthereisarestaurantinthenexttown.與此相似的、簡(jiǎn)單的信息性廣告如今仍在沿用。例如，路邊的招牌能告訴路人前方可以買到新鮮玉米或者下一個(gè)城鎮(zhèn)有家餐館。TextATheIndustrialRevolution,inthe18thand19thcenturies,hadastronginfluenceonadvertising.Largefactoriestooktheplaceofsmallworkshops,andgoodswereproducedinlargequantities.Manufacturersusedthenewlybuiltrailroadstodistributetheirproductsoverwideareas.Theyhadtofindmanythousandsofcustomersinordertostayinbusiness.Theycouldnotsimplytellpeoplewhereshoesorclothorteacouldbebought—theyhadtolearnhowtomakepeoplewanttobuyaspecificproduct.Advertisinghelpedtocreatenewmarketsandtoraisestandardsoflivingaspeoplecametofeelthattheyhadarighttonewandbetterproducts.18世紀(jì)和19世紀(jì)的工業(yè)革命對(duì)廣告業(yè)影響深遠(yuǎn)。大工廠取代了小作坊，批量生產(chǎn)商品。生產(chǎn)商利用新修的鐵路將貨物配送到廣大區(qū)域。為了維持生意，他們得找到成千上萬(wàn)的顧客。他們不能只告訴人們到哪里去買鞋子、布匹或茶葉；他們還必須學(xué)會(huì)如何使人們想要去購(gòu)買某一特定產(chǎn)品。廣告有助于開(kāi)拓新的市場(chǎng)、提高生活水平，因?yàn)槿藗冎饾u認(rèn)識(shí)到他們有權(quán)享用更好的新商品。TextAAdvertisingagenciesbegantodevelopintheUnitedStatesjustaftertheCivilWar.Atfirst,thechief

objectiveoftheseagencieswastosellspaceinthevariousmedia,mainlynewspapersandmagazines.Buttheysoonaddedtheserviceofwritingandproducingadvertisements.Fromthesemodestbeginnings,advertisinghasdevelopedintoahighly

specializedandprofitablebusiness.在美國(guó)，內(nèi)戰(zhàn)剛結(jié)束，廣告代理公司便開(kāi)始發(fā)展起來(lái)。起初，這些公司的主要目標(biāo)是推銷各種媒體——主要是報(bào)紙和雜志——的版面，但它們很快增加了撰寫和制作廣告的服務(wù)。雖然起步不算高，但如今廣告業(yè)已發(fā)展成了一個(gè)高度專業(yè)化和高利潤(rùn)的行業(yè)。TextAThispassagegivesanaccountofthebirthofadvertising.Atfirst,themainobjectiveofadvertisingwastotellpeoplewherecertaingoodscouldbebought.Nowadays,adsareusednotonlytodistributeproductinformationbutalsotopersuadepeopletobuytheproductsorservices.MainIdeaTextATextStructure→ExercisePartsParagraphsMainideasIntroduction1Advertisingispartofourdailylives.Body2–10Thenatureofadvertising(Paras.2–5)Abriefhistoryofadvertising(Paras.6–10)Conclusion11Advertisinghasdevelopedintoahighlyspecializedandprofitablebusiness.a)Formofadvertising:partliterature,partart,partshowbusiness(Para.2)b)Purposeofadvertising:tomakepeoplereacttoanidea,ortomakethemwanttobuyacertainproductorservice(Para.3)c)Definitionatthebeginningofthe20thcentury:“salesmanshipinprint”(Para.4)d)Strength:reachingagreateramountofpeopleatatimecomparedtoperson-to-personselling(Para.5)a)FromthepubliccriersofancientGreecetoadvertisinginthelate15thcentury(Para.6)b)Informationaladvertising:thefirstprintedadvertisementaround1476androadsidesigns(Paras.7–8)c)Thebirthofmodernadvertisinginthe18thand19thcenturies:helpingcreateanewmarket(Para.9)d)Developmentofadvertisingagencies(Para.10)NEWWORDSadvertisingproofcommercialmassrespondfascinatingattractionexcitementreactsalesmanshipdefinitionmediumcontactdistributecriertraderruraladvertisereligiousstudiotrademarkinformationalroadsideworkshopspecificagencycivilchiefobjectivemodesthighlyspecializedprofitablePHRASES&EXPRESSIONSleafthroughamassofrespond/reacttoinprintagreatdealofshoutoutoneandalltaketheplaceofstayinbusinesshavea/therighttoPROPERNAMESGreeceShakespeareWilliamCaxtonIndustrialRevolutionCivilWarAdvertisementsarecommoninoureverydaylives.Advertisingispartofourdailylives.MeaningBacktoTextIfyouwanttoprovethisistrue,allyouneedtodoistakeaquicklookatamagazineornewspaper,orthinkabouthowmanyadvertisementsyouhearovertheradioorontelevisioninoneevening.Tofindproof,youhaveonlytoleafthroughamagazineornewspaper,orcounttheradioortelevisioncommercialsthatyouhearinoneevening.MeaningBacktoTextMostpeoplereadandlistentoalotofadvertisementseachday.Mostpeopleseeandhearamassofadvertisingmessageseveryday.MeaningBacktoTextAndpeoplereacttothemanytechniquesthatadvertisersusetoattractthem.Andpeoplerespondtothemanydevicesthatadvertisersusetogaintheirattention.MeaningBacktoTextWeshouldlaunchanadvertisingcampaigntopromotethesaleofournewproducts.我們應(yīng)該開(kāi)展一個(gè)廣告宣傳活動(dòng)來(lái)促銷我們的新產(chǎn)品。advertising[U]theactivityorbusinessofadvertisingthingsontelevision,innewspapers,etc.廣告（業(yè)）BacktoTextn.Canyoushowusanyproofofyoureducationalbackground?你能給我們出示一下有關(guān)你教育背景的證明嗎？proof[C;U]facts,information,documents,etc.thatprovesomethingistrue證據(jù)；證明BacktoTextn.Shewasleafingthroughthemagazinetofindtheadvertisementshesawtheotherday.她正匆匆翻閱那本雜志，尋找她幾天前看過(guò)的那條廣告。leafthroughturnthepagesofabookquickly,withoutreadingthemproperly匆匆翻閱BacktoTextIfellinlovewiththebrandwhenIfirstwatchedthisshampoocommercial.我第一次看到這個(gè)洗發(fā)水廣告就愛(ài)上了這個(gè)品牌。commercialn.[C]anadvertisementontelevisionorradio商業(yè)廣告BacktoTextThisisacommercialtripandwehavetovisitseveralclients.這是一次商務(wù)旅行，我們要拜訪幾位客戶。adj.relatedtobusinessandthebuyingandsellingofgoodsandservices商業(yè)的；商務(wù)的Hergardenisamassofflowers.她的花園種滿了花。mass1)[C](usuallysingular)alargeamountorquantityofsomething許多；大量BacktoTextn.Thepeopleonthedeckspottedafloatingmassoficeonthesea.甲板上的人們發(fā)現(xiàn)海面上有一大塊浮冰。2)[C]alargesolidlumporpile團(tuán)；塊；堆massproduction批量生產(chǎn)[onlybeforenoun僅用于名詞前]affectingorinvolvingalargenumberofpeopleorthings大批的；數(shù)量極多的adj.NextpageAmassofskyscrapershavebeenputupinthiscityoverthepast20years.在過(guò)去20年里，這個(gè)城市建起了一大批摩天大樓。amassofalargenumberof;alotof大量；許多BacktoTextYourbodywillrespondtodailyexerciseandbuildupmorestrength.你的身體會(huì)對(duì)日常鍛煉作出反應(yīng)，并增強(qiáng)力量。respond1)showaresponseorareactiontosomething作出反應(yīng)；回應(yīng)BacktoTextAfterIwrotealettertotheinternationalstudentoffice,theyrespondedrightaway.我給留學(xué)生辦公室寫了一封信后，他們馬上給了答復(fù)。2)reply答復(fù)；回答Nextpagev.Sherespondedtothenewswithgreatjoy.聽(tīng)到這消息她非常高興。Howdidyourparentsreacttoyourideaofmovingtoanothercity?你父母對(duì)于你要搬去另外一個(gè)城市這個(gè)想法作何反應(yīng)？respond/reacttofeelandexpresstheresultoreffectofsomething對(duì)……作出反應(yīng)BacktoTextInthedigitalage,advertisersalsorelyonbigdatatounderstand

theirtargetcustomersbetter.在數(shù)字時(shí)代，廣告商也在利用大數(shù)據(jù)更好地了解其目標(biāo)客戶。advertiser[C]apersonorcompanythatadvertisessomething

廣告商；登廣告者BacktoTextn.Advertisingisabigmoney-makingindustry.Manypeoplefinditveryinterestingasitisbothattractiveandexciting.Advertisingisabigbusiness—and,tomanypeople,afascinatingonefilledwithattractionandexcitement.MeaningBacktoTextAdvertisingispartlycreativewriting,partlyart,andpartlyentertainment.It’spartliterature,partart,andpartshowbusiness.MeaningBacktoTextAnadvertisementaimstomakepeoplereact—tomakethemdoorsaysomethinginresponsetoacertainidea,suchashelpingtostopwildfiresfromhappening,ortopersuadethemtobuyaparticularproductorservice.Thepurposeofanadvertisementistomakepeoplerespond—tomakethemreacttoanidea,suchashelpingtopreventforestfires,ortomakethemwanttobuyacertainproductorservice.MeaningBacktoTextHowcanIeverforgetthistrulyfascinatingcountryofyours!我怎么會(huì)忘記你們這個(gè)如此令人陶醉的國(guó)家呢！fascinatingextremelyinterestingandcharming有極大吸引力的；迷人的BacktoTextadj.Beingyourownbossisoneoftheattractionsofrunningyourownbusiness.自己當(dāng)老板是創(chuàng)業(yè)的誘惑力之一。attraction1)[C;U]afeatureorqualitythatmakessomethingseeminterestingorenjoyable吸引力；誘惑力BacktoTextResearchshowsthattherearephysicalsignsofattractionbetweentwopeople.研究表明，兩個(gè)人相互愛(ài)慕會(huì)通過(guò)肢體語(yǔ)言表達(dá)出來(lái)。2)[C;U]thefeelingoflikingsomeone,becauseofthewaytheylookorbehave愛(ài)慕；喜愛(ài)Nextpagev.Asyoumovethemagnetclosertotheironnail,theattractionbetweenthenailandthemagnetbecomesstronger.當(dāng)你把磁鐵放得離鐵釘越近，磁鐵和釘子之間的吸引力就變得越強(qiáng)。attraction3)[C;U](technical)aforcewhichmakesthingsmovetogetherorstaytogether（術(shù)語(yǔ)）吸引力BacktoTextv.Shecouldhardlyhideherexcitementatthenews.得知這個(gè)消息后，她難掩激動(dòng)的心情。excitement[U]thefeelingoflivelyandcheerfuljoy;thestateofbeingemotionallyarousedandworkedup激動(dòng)；興奮BacktoTextn.Hissuccessasanactorintheshowbusinesswasshort-lived.他在娛樂(lè)界當(dāng)演員只紅了很短一段時(shí)間。showbusinesstheentertainmentbusiness;thejobofpeoplewhoworkintelevision,themovies,thetheater,etc.娛樂(lè)界；演藝界BacktoTextPeoplereactdifferentlytothesamesituation.面對(duì)同一情況，人們的反應(yīng)會(huì)不同。react1)behaveinaparticularwayorshowaparticularemotionbecauseofsomethingthathashappenedorbeensaid（作出）反應(yīng)BacktoTextThetwosubstanceswon’treactintheabsenceofoxygen.在沒(méi)有氧氣的情況下，這兩種物質(zhì)不會(huì)發(fā)生化學(xué)反應(yīng)。2)(ofasubstance)changewhenmixedwithanothersubstance起化學(xué)反應(yīng)vi.Inthefirstfewyearsofthe20thcentury,advertisingwasknownas“theskillofsellingthroughposters,magazines,newspapers,orbooks.”Atthebeginningofthe20thcentury,advertisingwasdescribedas“salesmanshipinprint.”MeaningBacktoTextTodaywecanstilldescribeadvertisingassalesmanshipwhenwelookatawiderrangeofmediasuchasradio,televisionandonlinemedia.Ifthisdefinitionwereexpandedtoincluderadio,televisionandonlinemedia,itwouldstillstandtoday.MeaningBacktoTextThemostusefulwaytosellgoodsisthroughface-to-facecommunication.Themosteffectivewaytosellsomethingisthroughperson-to-personcontact.MeaningBacktoTextAsperson-to-personsellingrequiresalotoftime,thecostoftheproductorservicebecomeshigher.Becauseittakesagreatdealoftime,itincreasesthecostoftheproductorservice.MeaningBacktoTextAdvertising,thus,deliversthekeyideaabouttheproductbeingsoldtoalotofpeopleatthesametime.Advertising,then,distributesthesellingmessagetomanypeopleatatime.MeaningBacktoTextIttooksomesalesmanshiptoincreaseourmarketshareintheregion.我們通過(guò)運(yùn)用一些推銷技巧提高了在該地區(qū)的市場(chǎng)份額。salesmanship[U]theskillorabilitytopersuadepeopletobuythingsaspartofyourjob推銷術(shù)；銷售技巧BacktoTextn.It’sexcitingtoseemynameinprintinthenewspaper.看到自己的名字見(jiàn)報(bào)了，真讓人興奮。inprintprintedinabook,newspaper,etc.已刊印；已發(fā)表BacktoTextTherearemanydifferentdefinitionsofartificialintelligence.關(guān)于人工智能有很多不同的定義。definition1)[C]aphraseorsentencethatsaysexactlywhataword,phrase,orideameans定義；釋義BacktoTextAchildren’shospital,bydefinition,iswheresickkidsaretreated.兒童醫(yī)院本質(zhì)上就是患兒接受治療的地方。2)(bydefinition)asapartofthebasicnatureofsomething就本質(zhì)而言；從定義上來(lái)說(shuō)n.Theissuehasbeenmuchdiscussedonsocialmedia.這一問(wèn)題在社交媒體上得到了廣泛討論。medium[C](pluralmedia)awayofcommunicatinginformationandnewstopeople,suchasnewspapers,television,etc.傳播媒介（如報(bào)紙、電視等）BacktoTextn.OurofferwillstanduntilDecember.我們的報(bào)價(jià)12月前有效。standifanoffer,adecision,etc.madeearlierstands,itisstillvalid保持有效；維持不變BacktoTextvi.Technicalsupportisofferedonaperson-to-personbasis.技術(shù)支持是向個(gè)人直接提供的。person-to-person[onlybeforenoun僅用于名詞前]involvingcommunicationbetweenpeople個(gè)人之間的BacktoTextadj.Note:Thefollowingaretwomoreexamplesofthesamestructure:face-to-facetalk面對(duì)面的交談heart-to-hearttalk坦誠(chéng)親切的交談Schoolsshouldbeinclosecontactwithparentsregardingtheirchildren’seducation.學(xué)校應(yīng)該與家長(zhǎng)們?cè)诤⒆拥慕逃矫姹３置芮新?lián)系。contact1)[U]theactofcommunicatingwithsomeone,especiallyregularly聯(lián)系；聯(lián)絡(luò)BacktoTextInsportslikebasketballorsoccer,bodycontactbetweenplayersishardtoavoid.在諸如籃球或足球等運(yùn)動(dòng)中，球員之間的身體接觸很難避免。2)[U]thestateoftouchingsomething觸摸；接觸Nextpagen.Whenthechildwasfound,thepolicecontactedhisparentsatonce.找到小孩后，警察立即和他的父母取得了聯(lián)系。contactcommunicatewithsomeonebycallingorsendingthemaletter,email,etc.聯(lián)系；聯(lián)絡(luò)BacktoTextvt.Businessesareinvestingagreatdealoftimeandmoneytoattractyoungconsumers.商家正投入大量的時(shí)間和資金來(lái)吸引年輕消費(fèi)者。agreatdealofalargequantityofsomething很多；大量BacktoTextNote:“agreatdealof”isonlyusedwithuncountablenouns(不可數(shù)名詞).Whenwillthesemagazinesbereadytobedistributedtosubscribers?這些雜志什么時(shí)候可以送到訂閱者手中？distributegivesomethingouttoseveralpeople,orspreadorsupplysomething分發(fā)；分配BacktoTextvt.TheoriginofadvertisingcanbetracedatleasttothetowncriersinGreeceinancienttimes—thecriersspokeinaloudvoice,informingeveryonewhowaspassingbyaboutnewsandstatementsmadebypeopleinauthority.ItcanbetracedbackatleasttothepubliccriersofancientGreece—whoshoutedoutnewsandofficialannouncementstooneandall.MeaningBacktoTextButadvertisingstartedtoplayasignificantroleinthelate1400s.Atthattime,sellersfromthefast-growingcitiesandtownsinthecountrysidewantedamethodwhichwouldallowthemtotellpeoplewheretobuytheirgoods.Butitfirstbecameimportantinthelate15thcentury,whenthetradersoftherapidlygrowingcitiesandruraltownsneededawaytotellpeoplewheretheirgoodscouldbebought.MeaningBacktoTextSomepeoplewerenotawareofthemayor’sannouncementbecausetheylivedtoofarawaytohearthepubliccrier.有些人不知道有市長(zhǎng)公告，因?yàn)樗麄冏〉锰h(yuǎn)沒(méi)有聽(tīng)到傳報(bào)員的傳報(bào)。crier[C]atowncrier—someoneemployedinthepasttowalkaroundthestreetsofatown,shoutingnews,warnings,etc.（昔日沿街高聲傳報(bào)消息的）公告?zhèn)鲌?bào)員BacktoTextn.Thecommandershoutedouttheordertohissoldiers.指揮官向戰(zhàn)士們大聲喊出命令。shoutoutsaysomethinginaloudvoicesothatitcanbeclearlyheard大聲說(shuō)出BacktoTextThemoviestarwavedherhandtooneandallasshewalkedintothestudio.那位影星走進(jìn)攝影棚時(shí)向每個(gè)人揮手致意。oneandalleveryone每個(gè)人；全體BacktoTextAlthoughthecompanystartedasatraderofgrains,itnowdealsinmanyotherproductsaswell.雖然公司一開(kāi)始是糧食經(jīng)銷商，但是現(xiàn)在也經(jīng)營(yíng)許多其他產(chǎn)品。trader[C]someonewhobuysandsellsgoodsorstocks商人；經(jīng)商者BacktoTextn.Theforestfirespreadveryrapidlybecauseofthehotweatherandstrongwind.由于天氣炎熱，風(fēng)力強(qiáng)勁，森林大火蔓延得很快。rapidlyinaquickmanner快地；迅速地BacktoTextadv.Peoplelivinginruralareasarelesslikelytoexperiencetrafficjamsthanthosewholiveinthecity.居住在農(nóng)村的人比住在城里的人遇到交通堵塞的概率要小很多。ruralin,of,orlikethecountryside鄉(xiāng)村的；農(nóng)村的BacktoTextadj.ThisfirstadvertisementinEnglishwasmadebyWilliamCaxton,whowasthefirstpersoninEnglandtoworkintheprintingbusiness.Heusedtheadvertisementtopromoteandsellbookscontainingreligiouscontentthatwereprintedinhisownworkshop.ThisearlyadvertisementwastheworkofWilliamCaxton,England’sfirstprinter,whousedittoadvertisereligiousbooksfromhisownstudio.MeaningBacktoTextInadditiontousingadvertisementstopromotehisgoods,Caxtonusedaparticularsymboltorepresenthisshop,sothatbuyerscouldfinditwithoutdifficulty.Besidesadvertisinghisproduct,heidentifiedhisshopwithacertaintrademarksothatcustomerscouldfinditeasily.MeaningBacktoTextIstronglysuggestthatweadvertiseourproductsonsocialmediaplatformstoreachmoreyoungconsumers.我強(qiáng)烈建議我們?cè)谏缃幻襟w平臺(tái)上做廣告推廣我們的產(chǎn)品，讓更多的年輕消費(fèi)者知道。advertisebellthepublicaboutaproductoraserviceinordertoencouragepeopletobuyortouseit做廣告；登廣告BacktoTextv.Inancienttimes,manyreligiousbuildingswerebuiltinhighplacestomakethemlookgrand.在古代，許多宗教建筑都建在高地上，以顯示其宏偉。religiousrelatingtoreligioningeneralortoaparticularreligion宗教的BacktoTextadj.Thestudiowhereshepaintedwasattheverytopofthebuilding.她的繪畫工作室在大樓的最頂層。studio1)[C]aworkroomforapainter,photographer,etc.工作室BacktoTextn.Thefamousradiohostsometimesgetsoutofthebroadcaststudioandinterviewspeopleinthestreet.這位著名的電臺(tái)主持人有時(shí)候會(huì)走出播音室進(jìn)行街頭采訪。2)[C]aroomfromwhichbroadcastsaremadeorinwhichrecordingsaremade播音室；錄音室Wemusttakemeasurestoprotectourcompany’strademarks.我們必須采取措施保護(hù)本公司的商標(biāo)。trademark[C]anameordesignbelongingtoaparticularcompanyandusedonitsproducts商標(biāo)BacktoTextn.Nowadayspeoplestillusethesamekindofstraightforwardadvertisementsjusttogiveinformation.Thissamesortofsimple,informationaladvertisingisstillused.MeaningBacktoTextThesignsstandingnexttotheroadareexamplesofthiskind.Sometelldriversthattheycanbuynewlyharvestedcornashortdistanceahead.Othersignstellpeoplethatthereisarestaurantinthenexttown.Examplesincludetheroadsidesignsthattelltravelersthattheycanbuyfreshcornjustdowntheroadorthatthereisarestaurantinthenexttown.MeaningBacktoTextAdozenofpeopleshowedupforthefirstinformationalmeeting.有十來(lái)個(gè)人出席了第一次信息通報(bào)會(huì)。informationalrelatingtoorhavingthenatureofinformation信息的BacktoTextadj.Westoodbytheroadsideandwaitedforthebus.我們站在路邊等公共汽車。roadside[singular]theedgeoftheroad路邊；路旁BacktoTextn.Smallproductionshopsdisappearedandbigfactoriesweresetupinstead…Largefactoriestooktheplaceofsmallworkshops…MeaningBacktoTextItwascriticalforthemtohavehundredsandthousandsofbuyerssoastokeeptheirbusinessesgoing.Theyhadtofindmanythousandsofcustomersinordertostayinbusiness.MeaningBacktoTextItwasnolongerenoughforthemanufacturerstojustgivepeopletheinformationastowheretheycouldbuyshoes,clothortea.Theyalsoneededtolearnthewaystopersuadepeopletobuyaparticularproduct.Theycouldnotsimplytellpeoplewhereshoesorclothorteacouldbebought—theyhadtolearnhowtomakepeoplewanttobuyaspecificproduct.MeaningBacktoTextAdvertisingwashelpfulinexpandingmarketsandimprovingpeople’swayoflifebecausepeoplegraduallybecameawarethattheycouldenjoynewandbettergoods.Advertisinghelpedtocreatenewmarketsandtoraisestandardsoflivingaspeoplecametofeelthattheyhadarighttonewandbetterproducts.MeaningBacktoTextThestoryofHuaMulanisaboutayounggirlwhotooktheplaceofherfatherandjoinedthearmytofight.花木蘭的故事講的是一個(gè)女孩替父從軍去打仗。taketheplaceofexistorbeusedinsteadofsomeoneorsomethingelse;replace代替；取代BacktoTextAllworkersmustputonspecialprotectiveglovesandshoesintheworkshop.在車間里，所有工人都必須戴上特制的防護(hù)手套，穿上特制的防護(hù)鞋。workshop1)[C]aroomorbuildingwheretoolsandmachinesareusedformakingorrepairingthings車間；工場(chǎng)BacktoTextn.Thetrainingprogramincludesseveralworkshopsondatabases.這個(gè)培訓(xùn)項(xiàng)目包括幾次數(shù)據(jù)庫(kù)方面的研討會(huì)。2)[C]ameetingatwhichpeopleimprovetheirskillsbydiscussingtheirexperiencesanddoingpracticalexercises研討會(huì)；研習(xí)班Nocompanyisgoingtostayinbusinessbyofferinglow-qualityservicesoveralongperiodoftime.長(zhǎng)遠(yuǎn)來(lái)看，沒(méi)有哪家公司能夠靠著低質(zhì)量的服務(wù)維持經(jīng)營(yíng)。stayinbusinesscontinueoperatingandnotbecomebankrupt繼續(xù)經(jīng)營(yíng)BacktoTextThepoliciesofthegovernmentareformulatedaccordingtothespecificconditionsinthiscountry.政府的政策是根據(jù)本國(guó)的特定國(guó)情制定的。specific1)[onlybeforenoun僅用于名詞前]involvingorrelatingtoonlyoneparticularthingortypeofthing特定的BacktoTextadj.Theteachergaveusveryspecificinstructionsbeforewesetout.我們出發(fā)前，老師給了我們非常明確的指示。2)exactanddetailed明確的；具體的NextpageThisweatherconditionisspecifictothesouth.這一氣候條件僅限于南方。specific3)(formal)limitedto,oraffectingonlyoneparticularthing（正式）僅限于某事物的；只對(duì)某事物有影響的BacktoTextadj.Asyourbusinesspartner,hehasarighttoashareofthecompany’sprofit.作為商業(yè)合伙人，他有權(quán)分享公司的利潤(rùn)。havea/therighttohaveamoralorlegalauthoritytohaveordosomething有……的權(quán)利BacktoTextAdvertisingcompaniesstartedtogrowintheUnitedStatesassoonastheCivilWarended.AdvertisingagenciesbegantodevelopintheUnitedStatesjustaftertheCivilWar.MeaningBacktoTextAtthebeginning,themaingoaloftheseadvertisingcompanieswastogetbusinessestobuysectionsindifferentnewspublications,mostlyinnewspapersandmagazines,wheretheycouldplacetheiradvertisements.Atfirst,thechiefobjectiveoftheseagencieswastosellspaceinthevariousmedia,mainlyn