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

1、上海外语音像出版社上海外语电子出版社 Unit One Advertising （1）Part A Long ConversationsTask OneIn this section, you will hear one long conversation. At the end of the conversation, you will hear some questions. Both the conversation and the questions will be spoken only once. After you hear a question, choose the best

2、 answer from the four choices marked A）, B）, C） and D）. HELLER : Have Americans changed their consumption habits radically in the past 20 years?DUNCOMBE : I think that consumptionnot just as an act, but as a lifestylehas become more and more pronounced. We define ourselves by what we buy, or dont bu

3、y, and these definitions have become more and more particular. What is the role of advertising in consumption today? Have consumers simply substituted ads for entertainment? Advertising defines these lifestyles, or subverts already existing lifestyles, and promises us that we can embody them through

4、 the purchase of a product. Given the task of envisioning these life worlds including the life-world of the savvy consumer who does not buy into consumptionadvertising has become more entertaining, as each ad is a symbol laden mini-narrative. But ads have also gotten more entertaining simply to cut

5、through the clutter of hundreds of channels and get around the TV fast forward. Viral and guerrilla campaigns are being launched in place of conventional advertising. Given that advertising is part of the American way of life, how do you feel about these new strategies? Are they indeed subversive? T

6、heyre subversive strategies insofar as they dont present themselves as being strategies at all, but instead appear as cultural and social movements, sub cultural artistic expressions, or even innocent conversations. I think the prevalence of “subversive strategies” of advertising these days speaks t

7、o two things: the disgust that many consumers have with traditional advertising and the ease with which they can avoid it; and the real hunger for engagement in some sort of social movement, artistic expression, and conversation that speaks to their needs and desires. Responding to the first, advert

8、isers capitalize on the second.Questions:1. What is consumption according to the second speaker? （B）2. What is the role of advertising? （A）3. Why is advertising becoming more and more entertaining? （D）4. Can consumers avoid traditional advertising easily?5. Why are viral and guerrilla campaigns laun

9、ched in place of conventional advertising? （C）Task TwoListen to the conversation again and fill in the blanks according to what you have just heard in the conversation.Key:（1） pronounced （2） purchase of a product （3） symbol（4） movement （5） advertisers capitalize on the secondPart B Passages Task One

10、 You are going to hear one passage. At the end of the passage, you will hear some questions. Both the passage and the questions will be spoken only once. After you hear each question, choose the best answer from the four choices marked A）, B）, C） and D）.Television advertisements appear between shows

11、, but also interrupt the shows at intervals. This method of screening advertisements is intended to capture or grab the attention of the audience, keeping the viewers focused on the television show so that they will not want to change the channel; instead, they will （hopefully） watch the advertiseme

12、nts while waiting for the next segment of the show. This is a technique of adding suspense, especially if the break occurs at a cliffhanger moment in the show.Entire industries exist that focus solely on the task of keeping the viewing audience interested enough to sit through advertisements. The Ni

13、elsen ratings system exists as a way for stations to determine how successful their television shows are, so that they can decide what rates to charge advertisers for their advertisements.Advertisements take airtime away from programs. In the 1960s a typical hour-long American show would run for 51

14、minutes excluding advertisements. Today, a similar program would only be 42 minutes long; a typical 30-minute block of time includes 22 minutes of programming with 6 minutes of national advertising and 2 minutes of local.In other words, over the course of 10 hours, American viewers will see approxim

15、ately 3 hours of advertisements, twice what they would have seen in the sixties. Furthermore, if that sixties show is rerun today it may be cut by 9 minutes to make room for the extra advertisements （some modern showings of Star Trek exhibit this）.Back in the 1950s and 1960s, the average length of a

16、 television advertisement was one minute. As the years passed, the average length shrank to 30 seconds （and often 10 seconds, depending on the television stations purchase of ad time）. However, today a majority of advertisements run in 15-second increments （often known as hooks）.1. When do televisio

17、n advertisements appear?2. What is the focus of the advertising industry?3. How long would a typical hour-long American show run excluding advertisements in the 1960s?4. How much time will be spent today by American viewers on watching advertising over the course of 10 hours?5. What is the average l

18、ength of a television advertisement today?Task Two Listen to the passage again and then decide whether the following statements are true （T） or false （F）.1. F 2. T 3. F 4. F 5. TPart C Compound DictationDirections: In this section, you will hear a passage three times. When the passage is read for th

19、e first time, you should listen carefully for its general idea. When the passage is read for the second time, you are required to fill in the blanks numbered from 1 to 7 with the exact words you have just heard. For blanks numbered 8 to 10 you are required to fill in the missing information. For the

20、se blanks, you can either use the exact words you have just heard or write down the main points in your own words. Finally, when the passage is read for the third time, you should check what you have written.Advertising is a form of （1） communication whose purpose is to inform potential customers ab

21、out products and services and how to obtain and （2） use them. Many advertisements are also （3） designed to generate increased consumption of those products and services through the creation and reinforcement of brand （4） image and brand loyalty. For these purposes advertisements often contain both f

22、actual information and persuasive messages. Every major medium is used to deliver these messages, including: television, radio, movies, （5） magazines, newspapers, video games, the Internet （see Internet advertising）, and billboards. Advertising is often placed by an advertising agency on behalf of a

23、 company.Advertisements can also be seen on the seats of grocery carts, on the walls of an airport （6） walkway, on the sides of buses, heard in telephone hold messages and in-store public address systems. Advertisements are usually placed （7） anywhere an audience can easily and/or frequently access

24、visuals and/or audio and print（8） Organizations which frequently spend large sums of money on advertising but do not strictly sell a product or service to the general public include: political parties, interest groups, religion-supporting organizations, and militaries looking for new recruits. （9） A

25、dditionally, some non-profit organizations are not typical advertising clients and rely upon free channels, such as public service announcements.Advertising spending has increased dramatically in recent years. In the United States alone in 2006, spending on advertising reached $155 billion, reported

26、 TNS Media Intelligence. That same year, according to a report titled Global Entertainment and Media Outlook: 2006-2010 issued by global accounting firm PricewaterhouseCoopers, worldwide advertising spending was $385 billion. （10） The accounting firms report projected worldwide advertisement spendin

27、g to exceed half-a-trillion dollars by 2010.Unit 2 Advertising （2） How do you feel about politics and political issues being sold by ad agencies in the same ways that they sell our goods and services? Shouldnt we be taught to see the difference? The problem with selling politics like a bar of soap i

28、s that you reproduce the same relationship we have to a bar of soap. Politics then becomes something we purchase, try for a while, and then if we dont like it, switch. I think politics demands another approach. In a democracy, people need to engage in the production of politics, not its consumption.

29、 In my book I am not suggesting that we learn to advertise politics like any other product. Instead, I think we have to look deep into advertising to understand what passions and desires advertisers speak to, and learn to offer the political equivalent in order to get people engaged in producing pol

30、itics. Is consumerism politics? Has it somehow replaced ideology? Along with every product being sold through advertising is a dream of life as it should beis this any different than capitalist or fascist ideology? What makes it different is that it does not announce itself as political. This, in my

31、 mind, is what makes it all the more powerful. Come on, now, is there anything fundamentally wrong with the way we, as consumers and citizens, consume, and in how we are addressed through advertising, marketing, and promotion? Is there anything wrong in how we are addressed? No. I think advertisers are very smart and creative p