Unit 6 Lesson3 課文挖空練習

2/2資料說明：學好課文=會閱讀+會語法+會單詞黃色為涉及閱讀策略的點，紅色為生詞，藍色為練習冊出現(xiàn)的重點，紫色為語法點第一版為無全文翻譯填空版本；第二版為有全文翻譯填空版本；第三版為原文重點標注版。Unit6Lesson3課文挖空練習Theadvertisingindustrystartedwiththefundamentalpurposeofpromotingandsellinggoodstopeoplewhomightneedthem.（這句的作用）Advertisingagencieswouldcreateabasictypeofadvertisement_______(know)asacommercialadvertisement.Suchadvertisements_______(經(jīng)歷)aprocessofchangeovertheyearsalongwithsocial,economicandtechnologicaldevelopments.Classicadvertisements_______(曾經(jīng)，以前)giveinformationaboutfindingcertainproducts.Itwaslikelytobethenameofacompany,partof_______mightincludethenameoftheplace_______theproductoriginated.Forexample,itcouldbe“ShanghaiSewingMachines”,or“TsingTaoBeerCorporation”.Fromthenameyouwouldknow_____thecompanysells,_______theyarelocated,andthenameoftheproduct.Advertisingagenciesusedtocreatethiskindofadvertisinganditcouldbeveryeffective.But

thentheyrealised_____itmightnotbesuitable_____amarketplace_____productsandservicesareindirectcompetitionwitheachother.Particularlynow,inmoderntimes,advertisementsneedtoattractandholdtheattentionofthepublic.Forthisreason,it’snownormaltoseeadvertisements_____consistofpicturesorwordsfromexpertstoshowpeoplehowgoodtheproductis.Otherstrytocreateadvertisements_____peoplesimplyenjoylooking___.Aspresent-dayadvertisersoftenhavelargebudgets,hugeamountsofmoney_______(spend)onapplyingmoderndesigntechniques____maketheseadvertisementsas_______(visual)attractiveaspossible.However,eventhisisoftennotenoughto_______(notice)inamoderncity.

Becauseoftheboostinadvertising,peopleareusedto_______(see)ahighstandardofvisualdesign.Modernadvertisementsneedsomethingelsetoseparatethemfromtheircompetitors._______(standout)inaworldofcompetitiveadvertising,theymustcombinethehigheststandardofdesign_____creativeways_______(make)peoplebelieve_____they“musthavetheproduct”.Forexample,someadvertisementsmaysuggest_____buyingacarcanmakeyoufree.Thatis,theyusetheconceptoffreedom_______(sell)thecar.Othercommonideasincludehappiness,wealthandsuccess.Infact,intheworldofadvertisements,suchcontentisasoldasadvertisingitself.Formanyoftoday’sadvertisers,repeatingoldideasisnotasuccessfulapproach.Ideas_____wouldworkinthepastgenuinelyarenotaseffectivenow.Theyrealise_____itdoesnotmatterhowattractivetheidea_______(link)withtheproductis—mostpeopleknowandanticipate_____themainpurposeoftheadvertisementis_______(make)customersbuytheproduct.Instead,theseadvertiserslookforotherwaystomakepeoplenoticetheirproducts.Thetopadvertisersoftodaybelieve_____usinghumouraswellasnewandunusualideastosurprisepeopleisimportant.Theiraimis_______(creat)something_____hasneverbeenseenbeforeand_____peoplefindinteresting.By_______(do)this,theyhopetomakepeopleforget_____someoneistryingtosellthemsomething!However,notalladvertisingisaboutsellingproductsandservices_____aprofit.Someadvertisementsnowadaysaimtomakeacontributiontosocietyandwelfare.Forexample,therearepublicadvertisements,_____encouragecitizenstoparticipate_____improvingtheirneighbourhood,_______(protect)theenvironment,andhelpingotherpeople.Overthelastdecade,the

government_______(sponsor)advertisementstoeducatethepublic_____fightingAIDS,savingwater,

helpingthepoor,_______(戒煙),etc.Theseadvertisements_______(help)toincreasepublic

knowledgeabouttopis_____usedto_______(ignore)bymostpeople,andthis_______(make)oursocietyabetterplaceforeveryone.Lesson3TheAdvertisingGameTheadvertisingindustrystartedwiththefundamentalpurposeofpromotingandsellinggoodstopeoplewhomightneedthem.（這句的作用）Advertisingagencieswouldcreateabasictypeofadvertisement_______(know)asacommercialadvertisement.Suchadvertisements_______(經(jīng)歷)aprocessofchangeovertheyearsalongwithsocial,economicandtechnologicaldevelopments.廣告業(yè)的根本目的是向潛在消費者推銷商品。廣告代理公司創(chuàng)造出一種基本的廣告形式，也就是我們所熟知的商業(yè)廣告。與社會、經(jīng)濟和技術(shù)發(fā)展過程同步，多年來這些廣告經(jīng)歷了一個變化的過程。Classicadvertisements_______(曾經(jīng)，以前)giveinformationaboutfindingcertainproducts.Itwaslikelytobethenameofacompany,partof_______mightincludethenameoftheplace_______theproductoriginated.Forexample,itcouldbe“ShanghaiSewingMachines”,or“TsingTaoBeerCorporation”.Fromthenameyouwouldknow_____thecompanysells,_______theyarelocated,andthenameoftheproduct.以前，經(jīng)典的廣告會給出識別產(chǎn)品的信息。這些信息可能是公司名，其中一部分可能包含產(chǎn)品的原產(chǎn)地，比如，“上?？p紉機廠”或“青島啤酒公司”。一看名字，你就知道這些公司銷售的具體產(chǎn)品、所在地點以及產(chǎn)品名稱。Advertisingagenciesusedtocreatethiskindofadvertisinganditcouldbeveryeffective.But

thentheyrealised_____itmightnotbesuitable_____amarketplace_____productsandservicesareindirectcompetitionwitheachother.Particularlynow,inmoderntimes,advertisementsneedtoattractandholdtheattentionofthepublic.Forthisreason,it’snownormaltoseeadvertisements_____consistofpicturesorwordsfromexpertstoshowpeoplehowgoodtheproductis.Otherstrytocreateadvertisements_____peoplesimplyenjoylooking___.Aspresent-dayadvertisersoftenhavelargebudgets,hugeamountsofmoney_______(spend)onapplyingmoderndesigntechniques____maketheseadvertisementsas_______(visual)attractiveaspossible.However,eventhisisoftennotenoughto_______(notice)inamoderncity.

廣告代理公司過去常制作這種廣告，而且效果很好。但后來他們意識到，在產(chǎn)品與服務(wù)直接競爭的市場上，這種廣告類型可能不太適合。特別是在當代社會，廣告需要吸引、保持公眾的注意力。因此，現(xiàn)在的廣告常常引用專家的圖片、文字，向人們展示產(chǎn)品有多棒。還有一些廣告代理公司嘗試制作具有觀賞性的廣告。現(xiàn)在的廣告客戶通常預算充足，他們會花大筆的錢采用現(xiàn)代設(shè)計技術(shù)，讓廣告更具視覺吸引力。但即便是這種廣告方式在現(xiàn)代城市中也不足以引起消費者的注意。Becauseoftheboostinadvertising,peopleareusedto_______(see)ahighstandardofvisualdesign.Modernadvertisementsneedsomethingelsetoseparatethemfromtheircompetitors._______(standout)inaworldofcompetitiveadvertising,theymustcombinethehigheststandardofdesign_____creativeways_______(make)peoplebelieve_____they“musthavetheproduct”.Forexample,someadvertisementsmaysuggest_____buyingacarcanmakeyoufree.Thatis,theyusetheconceptoffreedom_______(sell)thecar.Othercommonideasincludehappiness,wealthandsuccess.Infact,intheworldofadvertisements,suchcontentisasoldasadvertisingitself.因為廣告業(yè)的迅速發(fā)展，人們早已對那些高水準的視覺設(shè)計習以為?！，F(xiàn)代廣告需要另外一些東西，以便將它們與其他競爭者區(qū)別開來。為了在競爭激烈的廣告界凸顯出來，他們必須將最高水準的設(shè)計與創(chuàng)造性的方法結(jié)合起來，使人們確信他們“必須購買這種產(chǎn)品”。例如，一些廣告可能會暗示買車能讓你自由。也就是說，廣告代理公司借用自由的概念銷售汽車。其他常見概念銷售包括幸福、財富和成功。事實上，這些概念和廣告業(yè)一樣歷史悠久。Formanyoftoday’sadvertisers,repeatingoldideasisnotasuccessfulapproach.Ideas_____wouldworkinthepastgenuinelyarenotaseffectivenow.Theyrealise_____itdoesnotmatterhowattractivetheidea_______(link)withtheproductis—mostpeopleknowandanticipate_____themainpurposeoftheadvertisementis_______(make)customersbuytheproduct.Instead,theseadvertiserslookforotherwaystomakepeoplenoticetheirproducts.Thetopadvertisersoftodaybelieve_____usinghumouraswellasnewandunusualideastosurprisepeopleisimportant.Theiraimis_______(create)something_____hasneverbeenseenbeforeand_____peoplefindinteresting.By_______(do)this,theyhopetomakepeopleforget_____someoneistryingtosellthemsomething!對很多今天的廣告商而言，重復過去的廣告并不會獲得成功。過去可行的想法，放到現(xiàn)在并不一定有效。他們意識到與產(chǎn)品關(guān)聯(lián)的概念有多么吸引人并不重要——大多數(shù)人都明白，廣告的主要目的就是讓客戶購買產(chǎn)品。于是，廣告商轉(zhuǎn)而通過打廣告，讓更多的消費者注意到自己的產(chǎn)品。當今頂級廣告商認為廣告要用幽默、新穎、奇特的創(chuàng)意給人們帶來驚喜。他們的目的是創(chuàng)造一些人們從未見過的東西，從而讓人們覺得有趣，進而讓消費者忘記有人在試圖向他們推銷商品！However,notalladvertisingisaboutsellingproductsandservices_____aprofit.Someadvertisementsnowadaysaimtomakeacontributiontosocietyandwelfare.Forexample,therearepublicadvertisements,_____encouragecitizenstoparticipate_____improvingtheirneighbourhood,_______(protect)theenvironment,andhelpingotherpeople.Overthelastdecade,the

government_______(sponsor)advertisementstoeducatethepublic_____fightingAIDS,savingwater,

helpingthepoor,_______(戒煙),etc.Theseadvertisements_______(help)toincreasepublic

knowledgeabouttopics_____usedto_______(ignore)bymostpeople,andthis_______(make)oursocietyabetterplaceforeveryone.然而，并非所有的廣告都是以盈利為目的銷售產(chǎn)品與服務(wù)，現(xiàn)在還有一些廣告的目的在于為社會和福利作貢獻，比如公益廣告，它鼓勵市民參與改善社區(qū)、保護環(huán)境和幫助他人的活動。過去的十多年里，政府贊助了一些公益廣告，教育公眾防治艾滋病，呼吁民眾節(jié)約用水、幫助貧困人口、戒煙等。這些廣告幫助公眾增強對以往被忽視話題的公共認知，也讓我們的社會更加美好。Lesson3TheAdvertisingGame第三課廣告競賽Theadvertisingindustrystartedwiththefundamentalpurposeofpromotingandsellinggoodstopeoplewhomightneedthem.（這句的作用）Advertisingagencieswouldcreateabasictypeofadvertisementknownasacommercialadvertisement.Suchadvertisementshavegonethroughaprocessofchangeovertheyearsalongwithsocial,economicandtechnologicaldevelopments.廣告業(yè)的根本目的是向潛在消費者推銷商品。廣告代理公司創(chuàng)造出一種基本的廣告形式，也就是我們所熟知的商業(yè)廣告。與社會、經(jīng)濟和技術(shù)發(fā)展過程同步，多年來這些廣告經(jīng)歷了一個變化的過程。Classicadvertisementsusedtogiveinformationaboutfindingcertainproducts.Itwaslikelyto1bethenameofacompany,partofwhich1mightincludethenameoftheplacefromwhichtheproductoriginated.Forexample,itcouldbe“ShanghaiSewingMachines”,or“TsingTaoBeerCorporation”.Fromthenameyouwouldknowwhatthecompanysells,wheretheyarelocated2,andthenameoftheproduct.以前，經(jīng)典的廣告會給出識別產(chǎn)品的信息。這些信息可能是公司名，其中一部分可能包含產(chǎn)品的原產(chǎn)地，比如，“上?？p紉機廠”或“青島啤酒公司”。一看名字，你就知道這些公司銷售的具體產(chǎn)品、所在地點以及產(chǎn)品名稱。Advertisingagenciesusedtocreatethiskindofadvertisinganditcouldbeveryeffective.But

thentheyrealisedthatitmightnotbesuitableforamarketplacewhereproductsandservicesareindirectcompetitionwitheachother.Particularlynow,inmoderntimes,advertisementsneedtoattract3andholdtheattentionofthepublic.Forthisreason,it’snownormaltoseeadvertisementsthatconsistof4picturesorwordsfromexpertstoshowpeoplehowgoodtheproductis.Otherstrytocreateadvertisementsthatpeoplesimplyenjoylookingat.Aspresent-dayadvertisersoftenhavelargebudgets,hugeamountsofmoneyarespentonapplying5moderndesigntechniquestomaketheseadvertisementsasvisuallyattractiveaspossible.However,eventhisisoftennotenoughtobenoticedinamoderncity.

廣告代理公司過去常制作這種廣告，而且效果很好。但后來他們意識到，在產(chǎn)品與服務(wù)直接競爭的市場上，這種廣告類型可能不太適合。特別是在當代社會，廣告需要吸引、保持公眾的注意力。因此，現(xiàn)在的廣告常常引用專家的圖片、文字，向人們展示產(chǎn)品有多棒。還有一些廣告代理公司嘗試制作具有觀賞性的廣告?，F(xiàn)在的廣告客戶通常預算充足，他們會花大筆的錢采用現(xiàn)代設(shè)計技術(shù)，讓廣告更具視覺吸引力。但即便是這種廣告方式在現(xiàn)代城市中也不足以引起消費者的注意。Becauseoftheboostinadvertising,peopleareusedtoseeingahighstandardofvisualdesign.Modernadvertisementsneedsomethingelsetoseparatethemfromtheircompetitors.Tostandoutinaworldofcompetitiveadvertising,theymustcombine6thehigheststandardofdesignwithcreativewaystomakepeoplebelievethatthey“musthavetheproduct”.Forexample,someadvertisementsmaysuggestthatbuyingacarcanmakeyoufree.Thatis,theyusetheconceptoffreedomtosellthecar.Othercommonideasincludehappiness,wealthandsuccess.Infact,intheworldofadvertisements,suchcontentisasoldasadvertisingitself.因為廣告業(yè)的迅速發(fā)展，人們早已對那些高水準的視覺設(shè)計習以為?！，F(xiàn)代廣告需要另外一些東西，以便將它們與其他競爭者區(qū)別開來。為了在競爭激烈的廣告界凸顯出來，他們必須將最高水準的設(shè)計與創(chuàng)造性的方法結(jié)合起來，使人們確信他們“必須購買這種產(chǎn)品”。例如，一些廣告可能會暗示買車能讓你自由。也就是說，廣告代理公司借用自由的概念銷售汽車。其他常見概念銷售包括幸福、財富和成功。事實上，這些概念和廣告業(yè)一樣歷史悠久。Formanyoftoday’sadvertisers,repeatingoldideasisnotasuccessfulapproach.Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.Theyrealisethatitdoesnotmatterhowattractivetheidealinkedwiththeproductis—mostpeopleknowandanticipate7thatthemainpurposeoftheadvertisementistomakecustomersbuytheproduct.Instead,theseadvertiserslookforotherwaystomakepeoplenoticetheirproducts.Thetopadvertisersoftodaybelievethatusinghumouraswellasnewandunusualideastosurprisepeopleisimportant.Theiraimistocreate8somethingthathasneverbeenseenbeforeandthatpeoplefindinteresting.Bydoingthis,theyhopetomakepeopleforgetthatsomeoneistryingtosellthemsomething!對很多今天的廣告商而言，重復過去的廣告并不會獲得成功。過去可行的想法，放到現(xiàn)在并不一定有效。他們意識到與產(chǎn)品關(guān)聯(lián)的概念有多么吸引人并不重要——大多數(shù)人都明白，廣告的主要目的就是讓客戶購買產(chǎn)品。于是，廣告商轉(zhuǎn)而通過打廣告，讓更多的消費者注意到自己的產(chǎn)品。當今頂級廣告商認為廣告要用幽默、新穎、奇特的創(chuàng)意給人們帶來驚喜。他們的目的是創(chuàng)造一些人們從未見過的東西，從而讓人們覺得有趣，進而讓消費者忘記有人在試圖向他們推銷商品！However,notalladvertisingisaboutsellingproductsandservicesforaprofit.Someadvertisementsnowadaysaimtomakeacontributiontosocietyandwelfare.Forexample,therearepublicadvertisements,whichencouragecitizenstoparticipateinimprovingtheirneighbourhood,protectingtheenvironment,andhelpingotherpeople.Overthelastdecade,the

governmenthassponsored9advertisementstoeducatethe