新挑战大学英语听力教程4 keys and scripts文档格式.docx

新挑战大学英语听力教程4 keys and scripts文档格式.docx

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上海外语音像出版社

上海外语电子出版社

UnitOneAdvertising

（1）

PartALongConversations

TaskOne

Inthissection,youwillhearonelongconversation.Attheendoftheconversation,youwillhearsomequestions.Boththeconversationandthequestionswillbespokenonlyonce.Afteryouhearaquestion,choosethebestanswerfromthefourchoicesmarkedA）,B）,C）andD）.

HELLER:

HaveAmericanschangedtheirconsumptionhabitsradicallyinthepast20years?

DUNCOMBE:

Ithinkthatconsumption—notjustasanact,butasalifestyle—hasbecomemoreandmorepronounced.Wedefineourselvesbywhatwebuy,ordon’tbuy,andthesedefinitionshavebecomemoreandmoreparticular.

Whatistheroleofadvertisinginconsumptiontoday?

Haveconsumerssimplysubstitutedadsforentertainment?

Advertisingdefinestheselifestyles,orsubvertsalreadyexistinglifestyles,andpromisesusthatwecanembodythemthroughthepurchaseofaproduct.Giventhetaskofenvisioningtheselifeworlds—includingthelife-worldofthesavvyconsumerwhodoesnotbuyintoconsumption—advertisinghasbecomemoreentertaining,aseachadisasymbolladenmini-narrative.Butadshavealsogottenmoreentertainingsimplytocutthroughtheclutterof[hundredsof]channelsandgetaroundtheTVfastforward.

Viralandguerrillacampaignsarebeinglaunchedinplaceofconventionaladvertising.GiventhatadvertisingispartoftheAmericanwayoflife,howdoyoufeelaboutthesenewstrategies?

Aretheyindeedsubversive?

They’resubversivestrategiesinsofarastheydon’tpresentthemselvesasbeingstrategiesatall,butinsteadappearasculturalandsocialmovements,subculturalartisticexpressions,oreveninnocentconversations.Ithinktheprevalenceof“subversivestrategies”ofadvertisingthesedaysspeakstotwothings:

thedisgustthatmanyconsumershavewithtraditionaladvertisingandtheeasewithwhichtheycanavoidit;

andtherealhungerforengagementinsomesortofsocialmovement,artisticexpression,andconversationthatspeakstotheirneedsanddesires.Respondingtothefirst,advertiserscapitalizeonthesecond.

Questions:

1.Whatisconsumptionaccordingtothesecondspeaker?

（B）

2.Whatistheroleofadvertising?

（A）

3.Whyisadvertisingbecomingmoreandmoreentertaining?

（D）

4.Canconsumersavoidtraditionaladvertisingeasily?

5.Whyareviralandguerrillacampaignslaunchedinplaceofconventionaladvertising?

（C）

TaskTwo

Listentotheconversationagainandfillintheblanksaccordingtowhatyouhavejustheardintheconversation.

Key:

（1）pronounced

（2）purchaseofaproduct（3）symbol

（4）movement（5）advertiserscapitalizeonthesecond

PartBPassages

TaskOne

Youaregoingtohearonepassage.Attheendofthepassage,youwillhearsomequestions.Boththepassageandthequestionswillbespokenonlyonce.Afteryouheareachquestion,choosethebestanswerfromthefourchoicesmarkedA）,B）,C）andD）.

Televisionadvertisementsappearbetweenshows,butalsointerrupttheshowsatintervals.Thismethodofscreeningadvertisementsisintendedtocaptureorgrabtheattentionoftheaudience,keepingtheviewersfocusedonthetelevisionshowsothattheywillnotwanttochangethechannel;

instead,theywill（hopefully）watchtheadvertisementswhilewaitingforthenextsegmentoftheshow.Thisisatechniqueofaddingsuspense,especiallyifthebreakoccursatacliffhangermomentintheshow.

Entireindustriesexistthatfocussolelyonthetaskofkeepingtheviewingaudienceinterestedenoughtositthroughadvertisements.TheNielsenratingssystemexistsasawayforstationstodeterminehowsuccessfultheirtelevisionshowsare,sothattheycandecidewhatratestochargeadvertisersfortheiradvertisements.

Advertisementstakeairtimeawayfromprograms.Inthe1960satypicalhour-longAmericanshowwouldrunfor51minutesexcludingadvertisements.Today,asimilarprogramwouldonlybe42minuteslong;

atypical30-minuteblockoftimeincludes22minutesofprogrammingwith6minutesofnationaladvertisingand2minutesoflocal.

Inotherwords,overthecourseof10hours,Americanviewerswillseeapproximately3hoursofadvertisements,twicewhattheywouldhaveseeninthesixties.Furthermore,ifthatsixtiesshowisreruntodayitmaybecutby9minutestomakeroomfortheextraadvertisements（somemodernshowingsofStarTrekexhibitthis）.

Backinthe1950sand1960s,theaveragelengthofatelevisionadvertisementwasoneminute.Astheyearspassed,theaveragelengthshrankto30seconds（andoften10seconds,dependingonthetelevisionstation'

spurchaseofadtime）.However,todayamajorityofadvertisementsrunin15-secondincrements（oftenknownas"

hooks"

）.

1.Whendotelevisionadvertisementsappear?

2.Whatisthefocusoftheadvertisingindustry?

3.Howlongwouldatypicalhour-longAmericanshowrunexcludingadvertisementsinthe1960s?

4.HowmuchtimewillbespenttodaybyAmericanviewersonwatchingadvertisingoverthecourseof10hours?

5.Whatistheaveragelengthofatelevisionadvertisementtoday?

TaskTwo

Listentothepassageagainandthendecidewhetherthefollowingstatementsaretrue（T）orfalse（F）.

1.F2.T3.F4.F5.T

PartCCompoundDictation

Directions:

Inthissection,youwillhearapassagethreetimes.Whenthepassageisreadforthefirsttime,youshouldlistencarefullyforitsgeneralidea.Whenthepassageisreadforthesecondtime,youarerequiredtofillintheblanksnumberedfrom1to7withtheexactwordsyouhavejustheard.Forblanksnumbered8to10youarerequiredtofillinthemissinginformation.Fortheseblanks,youcaneitherusetheexactwordsyouhavejustheardorwritedownthemainpointsinyourownwords.Finally,whenthepassageisreadforthethirdtime,youshouldcheckwhatyouhavewritten.

Advertisingisaformof

（1）communicationwhosepurposeistoinformpotentialcustomersaboutproductsandservicesandhowtoobtainand

（2）usethem.Manyadvertisementsarealso（3）designedtogenerateincreasedconsumptionofthoseproductsandservicesthroughthecreationandreinforcementofbrand（4）imageandbrandloyalty.Forthesepurposesadvertisementsoftencontainbothfactualinformationandpersuasivemessages.Everymajormediumisusedtodeliverthesemessages,including:

television,radio,movies,（5）magazines,newspapers,videogames,theInternet（seeInternetadvertising）,andbillboards.Advertisingisoftenplacedbyanadvertisingagencyonbehalfofacompany.

Advertisementscanalsobeseenontheseatsofgrocerycarts,onthewallsofanairport（6）walkway,onthesidesofbuses,heardintelephoneholdmessagesandin-storepublicaddresssystems.Advertisementsareusuallyplaced（7）anywhereanaudiencecaneasilyand/orfrequentlyaccessvisualsand/oraudioandprint

（8）Organizationswhichfrequentlyspendlargesumsofmoneyonadvertisingbutdonotstrictlysellaproductorservicetothegeneralpublicinclude:

politicalparties,interestgroups,religion-supportingorganizations,andmilitarieslookingfornewrecruits.（9）Additionally,somenon-profitorganizationsarenottypicaladvertisingclientsandrelyuponfreechannels,suchaspublicserviceannouncements.

Advertisingspendinghasincreaseddramaticallyinrecentyears.IntheUnitedStatesalonein2006,spendingonadvertisingreached$155billion,reportedTNSMediaIntelligence.Thatsameyear,accordingtoareporttitledGlobalEntertainmentandMediaOutlook:

2006-2010issuedbyglobalaccountingfirmPricewaterhouseCoopers,worldwideadvertisingspendingwas$385billion.（10）Theaccountingfirm'

sreportprojectedworldwideadvertisementspendingtoexceedhalf-a-trilliondollarsby2010.

Unit2Advertising

（2）

Howdoyoufeelaboutpoliticsandpoliticalissuesbeingsoldbyadagenciesinthesamewaysthattheysellourgoodsandservices?

Shouldn’twebetaughttoseethedifference?

Theproblemwithsellingpoliticslikeabarofsoapisthatyoureproducethesamerelationshipwehavetoabarofsoap.Politicsthenbecomessomethingwepurchase,tryforawhile,andthenifwedon’tlikeit,switch.Ithinkpoliticsdemandsanotherapproach.Inademocracy,peopleneedtoengageintheproductionofpolitics,notitsconsumption.InmybookIamnotsuggestingthatwelearntoadvertisepoliticslikeanyotherproduct.Instead,Ithinkwehavetolookdeepintoadvertisingtounderstandwhatpassionsanddesiresadvertisersspeakto,andlearntoofferthepoliticalequivalentinordertogetpeopleengagedinproducingpolitics.

Isconsumerismpolitics?

Hasitsomehowreplacedideology?

Alongwitheveryproductbeingsoldthroughadvertisingisadreamoflifeasitshouldbe—isthisanydifferentthancapitalistorfascistideology?

Whatmakesitdifferentisthatitdoesnotannounceitselfaspolitical.This,inmymind,iswhatmakesitallthemorepowerful.

Comeon,now,isthereanythingfundamentallywrongwiththewaywe,asconsumersandcitizens,consume,andinhowweareaddressedthroughadvertising,marketing,andpromotion?

Isthereanythingwronginhowweareaddressed?

No.Ithinkadvertisersareverysmartandcreativep