创意阅读2答案 II U15.docx

创意阅读2答案 II U15.docx

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创意阅读2答案IIU15

UNITONE:

Advertising

Noteonthetopic:

Thetopicofthisunitisrelativelyeasytorelatetotheworldaroundus:

advertsareafamiliarpartofthelandscapeinstreetsandinthemedia.Mostadvertsaredesignedtosellproductsorservicesbutsomeadverts,suchaspublicserviceadvertisements,giveinformationaboutsuchmattersaspublichealth,safetyortheenvironment.Onemajorpurposeinthisunitistogetstudentstothinkaboutthepurposesofparticularadvertisementsandatthesametimetothinkabouteffectivewordingintextsbycomparingonetextwithanother.Studentsareencouragedtothinkabouttheaccuracyoftheinformationinthetexts.Theauthorpresentsanargumentthatadvertisingcanbemisleading;thisargumentisbasedonthecontrastbetweentheholidayadvertandtheactualexperienceofvisitingtheislanddescribedintheadvert.

Beforeyouread

Lookateachofthefollowingquotationsaboutadvertising.Discusseachonewithapartneranddecidewhetheryouagreeordisagreewiththeauthor'spointofview.

Quotation

Agree

Disagree

"Advertisingissalesmanshipmassproduced.Noonewouldbothertouseadvertisingifhecouldtalktoallhisprospectsface-to-face.Buthecan't."

Therearenofixedanswers:

Theteachershouldtryensurethestudentsunderstandthemeaningofthequotationsandcansupporttheiropinionswithsoundreasons.

"Advertisingmaybedescribedasthescienceofarrestingthehumanintelligencelongenoughtogetmoneyfromit."

"Advertisingisthegreatestartformofthetwentiethcentury."

"Advertisingislegalizedlying."

Thereisno"correct"answertotheabovetable.Studentsshouldbeencouragedtodefendtheirchoicesaboutwhethertheyagreeornotwithsoundreasons.Insomeways,advertisementsbalanceinformationandpersuasionbutnowadaysmanyadvertisementsarecleverintheiruseoflanguageandideas:

theyplaywithwordsandsymbolsanduseawiderangeofverbalandvisualdevicestogettheattentionofanaudience.

Aneutral（dictionary）definitionofadvertisingcouldbe:

Tryingtopersuadepeopletobuyaproductorservicebyannouncingitontelevision,theInternet,newspapersetc.

Otherquotationsrelatingtoadvertisingincludethefollowing.Studentscouldbegiveneachquotationasaclassroomactivityandaskedtodecidewhethertheythinkeachquotationshowsapositiveornegativeattitudetoadvertisingandtodiscusswhetherornottheyagreewithit:

Advertisingisavaluableeconomicfactorbecauseitisthecheapestwayofsellinggoods,particularlyifthegoodsareworthless.

SinclairLewis（1885-1951）

Whatisthedifferencebetweenunethicalandethicaladvertising?

Unethicaladvertisingusesfalsehoodstodeceivethepublic;ethicaladvertisingusestruthtodeceivethepublic.

VilhjalmurStefansson,"Discovery",1964

Advertisingis85%confusionand15%commission.

FredAllen（1894-1956）

Advertisingisthemodernsubstituteforargument;itsfunctionistomaketheworseappearthebetter.

GeorgeSantayana（1863-1952

Theadvertisingindustryisoneofourmostbasicformsofcommunicationand,allegedly,ofinformation.Yet,obviously,muchofthisostensibleinformationisnotpurveyedtoinformbuttomanipulateandtoachievearesult--tomakesomebodythinkheneedssomethingthatverypossiblyhedoesn'tneed,ortomakehimthinkoneversionofsomethingisbetterthananotherversionwhenthegroundforsuchabeliefreallydoesn'texist.

MarvinE.Frankel

Noonecandenythatmuchofourmodernadvertisingisessentiallydishonest;anditcanbemaintainedthattoliefreelyandallthetimeforprivateprofitisnottoabusetherightoffreespeech,whetheritisaviolationofthelawornot.Butagainthepracticalquestionis,howmuchlyingforprivateprofitistobepermittedbylaw?

CarlL.Becker

Furtherinformationonthetext:

Para2:

H.G.Wells

HerbertGeorgeWells（1866-1946）wasanovelistandwriterofsciencefiction;healsowroteaboutpolitics,historyandsociety.Hewasaschoolteacherandstudiedzoologybeforebecomingafull-timewriteroftextbooks,thenofnovels.Heisprobablybestrememberedtodayforhissciencefiction:

TheTimeMachine;TheWaroftheWorlds;andTheIslandofDrMoreau,allofwhichhavebeenmadeintoradioandTVseriesandmorerecentlyintofilms.

Para3:

Theholidayadvert

TheislandofBantuisentirelyfictitiousbuttheadvertistypical（onlyslightlyexaggerated）ofmanyholidayadvertsinbrochuresornewspapers.Therearemanysuchislandsorcoastalresortswhichreceivecharterflightsofholiday-makersandtourgroupsorpeoplewishingtotakeashortbreakfromtheirwork.Suchgroupsoftenstayinparticularhotelsandtheirscheduleincludesfreetimetogotobeachesorforshoppingcombinedwitharrangementsforexcursionsandlocaltoursorsocialentertainmentintheevenings.Thisisallpartofthehugetouristandholidayindustry.Tourcompaniesandholidayresortsarelikelytopaycloseattentiontotravelcosts,hotelaccommodationandfood,entertainmentsandshopping,andlocalplacestovisittocaterforavarietyofinterests.Becausetherearenowalargenumberofdevelopedholidayresortsallaroundtheworld,ithasbecomeimportantforthosewhoworkinthetouristorhospitalityindustriestofindsomethingdifferentordistinctiveaboutwhattheyofferand,aboveall,valueformoney.Theholidayadvertis,ofcourse,writtenforpeoplewhowouldbefamiliarwithalloftheseaspects.

Para4:

Thenewspaperarticle

IntheWesternmediatherearemanytravelprogrammesonTVwhichgiveinformationanddetailedreportsoradviceaboutholidaysindifferentcountries.Similarly,manynewspapers,especiallyfortheirweekendeditions,givetraveldetailsandcommentariesaboutplacestovisitandthingstodothere.Thisreportisrathercynical（oragainexaggerated）butinviewoftheoriginaladverttheremaybegoodreasonsforthis!

Wordstonote

ColumnA

ColumnB

Abound

Tobepresentinlargenumbersoramounts.

Acre

Aunitformeasuringthesurfaceareaofland,equalto4,047squaremetres.

Blasted

Damagedbystormsorstrongwinds.

Brochure

Asmallmagazinecontainingdetailsandpicturesofgoodsorservicesthatyoucanbuy.

Cavern

Alargecave.

Deluxe

Usedtodescribethingsthatarebetterinqualityandmoreexpensivethanotherthingsofthesametype.

Drought

Alongperiodoftimewhenthereislittleornorain.

Exotic

Interestingorexcitingbecauseofbeingunusualornotfamiliar.

Handcrafted

Madebyaperson,notamachine,andusuallymadewithgreatskill.

Independent

Fair,becausenotbeinginfluencedorconnectedtoanythingoranyoneelse

Nestled

Tobeinaprotectedandcomfortableposition.

Paddlingpool

Asmallswimmingpoolthatisnotdeep,forsmallchildrentoplayin.

Paradise

Aperfectplaceorsituation.

Perched

Tobeplacedhighupontheedgeofsomething.

Scubadiver

Somebodywhoswimsunderwaterwithacontainerofairontheirbackandatubeforbreathingthrough.

Shark

Averylargefishwithteeththatlivesinthesea;sometypesofsharkattackpeople.

Situated

Inaparticularplace;located.

Typhoon

Atropicalstormwithstrongwindsthatmoveincircles.

Wordstonoteincontext:

∙Thefamilywerestudyingthebrochuretodecidewheretogoforaholiday.Thedescriptionsoftheholidayplacesandthephotoslookedveryattractive.

∙Thenewshoppingmallisashoppers'paradise-youcanfindanythingyouwantandthere’splentyofchoice.

∙ThefoodinthenewIndianrestaurantisalittletooexoticformytaste.IamusedtobasicEuropeandishes.

∙Thehousehadalargegardenabouthalfanacreinsize.

∙Thecottagewasnestledinthemiddleofasmallgroupoftrees.

∙Examplesofthistypeofproblemaboundinareaswithlittlewater.Inplaceswherethereisplentyofwatersuchproblemsarerare.

∙Thechildrenwerehavingawonderfultimeinthesmallpaddlingpool.Theyenjoyedplayingintheshallowwater.

∙WerentedadeluxeapartmentlastyearinThailand;ithadallthefacilitiesyoucouldimagine,butitwasn’tcheap!

∙Theexplorerswerestandingoutsideahugecavern,cutdeepintothesideofthemountain.Theypreparedspeciallightsbeforetheyenteredthedark,undergroundworld.

∙Themanboughtapairofveryexpensive,handcrafted,leathershoes.Hesimplydidnotwanttowearthefactory-producedshoesmostofuswear.

∙Thenewofficeblockissituatedwheretheoldairportusedtobe.

∙Thelargebirdwasperchedhighupinthetree,restingandwatchinglifeontheground.

∙Thewindsblastedtheoldhouses,causingagreatdealofdamage.

∙Thelasttyphoonwehadcausedextensiveflooding.Thestrongwindsalsodamagedbuildingsandtrees.

∙Theswimmersonthebeachweretoldtoswimonlyinsidethesharknet.Thewarningsweregivenafterseveralrecentsharkattacksfurtherupthecoast.

∙Thepolicesentforascubadivertohelpsearchtheriver.Hefoundaknifehiddeninthemudofthebottomoftheriver.

∙Thefamilyhadanindependentsourceofincomesotheywerenotreallyaffectedwhenthecompanycloseddown.

Understandingthetext

PartA:

Completethefollowingsentences:

1）Accordingtothefirstthreeparagraphs:

Amajorpurposeofadvertisingisto:

Informusofnewproductsorgoodbargains/Enableproducerstoselltheirproducts

Itispossiblethatadvertisingisbecominglesseffectivebecause:

Weareexposedtotoomuchadvertisingnowandsomuchofitismisleadingsomanypeoplenowignoreit.

2）AccordingtotheadvertisementforBantuIsland:

Themoreadventurousmembersofthefamilycan:

Visitsomeoftheattractionsof