新视野大学英语视听说教程第二版第2册答案全新完整版.docx

1、新视野大学英语视听说教程第二版第2册答案全新完整版UNIT4 II. Listening Skills1. Good to the last drop. 2. Make yourself heard. 3. Obey your thirst. 4. We lead. Others copy. 5. No business too small, no problem too big. 6. Drivers wanted. 7. Dont leave home without it. 8. She works while you rest.2-4-5-8-3-7-6-1III. Listening

2、 InTask 1: The Influence of AdvertisingRichard: Dad, I need a pair of new shoes for an important basketball game. My old ones look kind of funny.Father: Funny! We just bought those last spring. Theres a lot of life left in them.Richard: But look at this ad with Yao Ming. He says these shoes give him

3、 extra spring.Father: Yao Ming is so tall that he doesnt need extra spring. Anyway, he makes money than I do. And they probably give him millions of dollars to wear those shoes.Richard: But if you bought me the shoes, Id wear them for nothing. And Id have that extra spring.Father: Do you think Yao M

4、ing reached the top just because of the shoes he wears? Or was it something else?Richard: You mean like hard work, dedication, that sort of thing?Father: Exactly. Just focus on your studies and forget the shoes.1. shoes 2. funny 3. a lot of life 4. ad 5.extra spring 6. money 7. millions of dollars 8

5、. for nothing 9. reach the top10. hard work 11. focus on 12. forgetTask 2: A job ad for a friendly employeeA firm advertising for a friendly employee has been asked to change its wording because it discriminates against unfriendly people.Travelco, a travel agency, put in a request for a friendly emp

6、loyee to provide food for its staff. But the Job Center in Bristol told managing director Harry Smith that he would have to remove the word friendly before the advertisement could be accepted.Mr. Smith said he could not believe the decision and thought it was ridiculous. He said, We were told we cou

7、ld not use that particular word because it was discriminatory against people who looked unfriendly. We thought it was ridiculous. Its only too natural for us to specify what kind of people we want. He added, The people at the center have since said they thought they had been a little over the top.Th

8、e center had made it a rule that certain words were not allowed in ads and the words motivated and enthusiastic had been banned in the past.An official of the center said, We do have guidelines of not using personality characteristics in advertisements to ensure that there is no discrimination in th

9、e process.She added, We should leave the dispute to the local judges. Theyll make the final decision. Its possible that a member of our staff has been over-enthusiastic in cutting out words in ads. 1.F 2.T 3.F 4.F 5.TTask 3: Dont even think about it!“Dont even think about it!” is a phrase commonly u

10、sed in the United States when a person emphatically denies or refuse something.In 1995, Shaquille O Neal, a popular basketball player, made a Pepsi commercial in which this phrase was used. The commercial begins with Shaq playing basketball, and a little kid is watching him. Then the boy cries out t

11、he name of this basketball star. Shaq turns to see the kid with a Pepsi n his hand. He walks over to the boy and says, “Hey, can I have it?” He bends over, supposing that his admirer will give him the Pepsi. But then the kid says, “Dont even think about it!” This commercial was rather popular, and i

12、t had been shown on TV for about three years. The commercial seems to have a more dramatic effect than that produced by the Coca-Cola company in the 1970s. In the Coke ad a young boy meets football star “Mean” Joe Green as he is leaving the field a game. The boy gives his hero a bottle of Coke, and

13、in exchange for the drink, the football player throws to the boy, who excitedly catches the souvenir.The phrase “Dont even think about it!” is used on many other occasions. Visitors to New York City are often amused to see a road sign with these words: “Dont even think about parking here.” This road

14、 sign means that people are strictly prohibited from parking there.1. A 2.B 3.B 4.C 5.CIV. Speaking OutModel 1 Who pays?Laura: Hey!Bob: Hey! Look, this is a cool TV commercial. “Things go better with Coke!”Laura: I think the Pepsi commercial is just as attractive: “The choice of a new generation!”Bo

15、b: Yeah, but the competitors are just canceling out each others efforts.Laura: Thats quite true. They both spend piles of money to increase their market shares, but neither gains.Bob: Im afraid the extra costs of advertising will be passed on to the consumers.Laura: I hear that the advertising produ

16、ces a good image of a product, and that leads to consumer brand loyalty.Bob: What do you mean by consumer brand loyalty?Laura: It means consumers are loyal to a certain product and keep buying it. Also, theyre willing to pay more.Bob: It seems contradictory. In other words, more sales mean lower pro

17、duction costs, but more advertising means higher costs to the consumer. In the end the winner is of course the company.Laura: Thats true!Now Your TurnA: Look, “Make yourself heard!” The Ericssons TV commercial is so cool.B: I think the Nokias commercial is just as fascinating: “Connecting People.”A:

18、 Im afraid consumers will have to pay for the advertising.B: I hear that the advertisements create as a favorable onmage of a product, and that leads to consumer brand loyalty.A: Could you explain “consumer brand loyalty”?B: I mean consumers identify with the product and keep buying it. Sometimes th

19、eyre even willing to pay more.A: It is contradictory that increases sales lead to a lower production cost per unit, but more advertising results in greater costs for consumers. The winner is always the company.B: I agree.Model 2 Beware of ads! Peter: Mind if I switch channels? Those TV commercials a

20、re killing me.Jane: How can you say that? Watch: “Take Toshiba, take the world.” Fantastic! Theres a product you can depend on. A powerful product.Peter: If I were you, I wouldnt trust those commercials.Jane: Now, look at this McDonalds commercials! Arent those little kids cute? Oh, and theres such

21、a warm family feeling.Peter: Just how an advertising agency wants you to see McDonalds. youre the target audience.When they make TV commercials, they use scientific methods to learn what youll like and buy.Jane: Are you telling me those darling little children biting into Big Macs are part of a scie

22、ntific project to get me into McDonalds?Peter: Advertises dont bother with facts more. Instead they want the end-userthats youto fall in love with their product.Jane: I see. So what youre saying is, “Watch out, or commercials will take over your life.”Now Your TurnA: Shall we switch to another chann

23、el? I dont like those TV commercials.B: Why do you think so? Look: Just do it! What a powerful product.A: I doubt it.B: Now, look at this LOreal commercial. The models skin is so smooth.A: This is what they want you to believe: use the product and you will get the same skin.B: You mean they are lyin

24、g about the product? I dont really think so.A: Advertisers now appeal to emotions, not reason. They want you to like their product.B: Well, I dont really agree with you, but we can switch to another channel.Model 3 Are the free magazines free?Peter: Jane, whats that magazine youre reading?Jane: Its

25、one of those free magazine you can pick up around town. Its got some pretty interesting articles in it.Peter: Wake up, Jane! Its not free at all. Look at it: Its all advertising.Jane: Maybe so, but if the advertising pays for the magazine, then I dont have to.Peter: Sure you do. The cost of the ads

26、is built into the products.Jane: Still, I think advertising serves a useful purpose. It tells me about new products.Peter: A lot of companies spend more money on advertising than on making quality products.Jane: But some commercials are really fascinating. Besides, you have the freedom to choose not

27、 to look at the ads.Peter: Well, its time to cook dinner.Now Your TurnA: Whats that brochure youre reading?B: Its a giveaway brochure you can easily find here and there. Its got some pretty interesting things in it.A: Do you really think so? Its not really free. Look at all the ads in it.B: Could be

28、, but I dont have to pay for it.A: You bet you do. The cost6oof the ads is included in the products.B: Still, I think advertising tells me about new products. It helps me in choosing what to buy.A: This is just what the advertisers want you to do.B: But some commercials are really fascinating. Besid

29、es, youre didnt have to believe all the ads.A: Well, lets go swimming.V. Lets TalkAdvertising techniquesTo write good advertisements, you have to remember a number of things.You should always start with the greatest benefit to consumers. For example, you can mention such advantages as money-saving,

30、satisfying effects, improved health, better appearance, greater self-esteem and so on.In an ad, you need to use pronouns properly. As you might know, consumers are usually interested in themselves. So you must direct all your comments at them. Use you, your and yours wherever possible. You can also

31、include we, our and ours throughout your ad, but you should use I, me and mine very sparingly.Also, it is important to use accurate numbers if possible. For example, 101 uses for this cell phone is more likely to attract peoples attention than Many things to do with this cell phone. If an exact numb

32、er does not sound convincing, use a percentage instead. For instance, if consumers are unlikely to believe that they can make 10,000 dollars out of the advertised product, you can tell them they will see a 20 percent increase in sales within the first year. Moreover, dont use too many adjectives and adverbs: Save these for your poetry and love letters. An ad should contain plenty of verbs to convey a sense