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

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

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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.ListeningSkills

1.Goodtothelastdrop.2.Makeyourselfheard.3.Obeyyourthirst.4.Welead.Otherscopy.5.Nobusinesstoosmall,noproblemtoobig.6.Driverswanted.7.Don'tleavehomewithoutit.8.Sheworkswhileyourest.

2-4-5-8-3-7-6-1

III.ListeningIn

Task1:

TheInfluenceofAdvertising

Richard:

Dad,Ineedapairofnewshoesforanimportantbasketballgame.Myoldoneslookkindoffunny.

Father:

Funny!

Wejustboughtthoselastspring.There’salotoflifeleftinthem.

Richard:

ButlookatthisadwithYaoMing.Hesaystheseshoesgivehimextraspring.

Father:

YaoMingissotallthathedoesn’tneedextraspring.Anyway,hemakesmoneythanIdo.Andtheyprobablygivehimmillionsofdollarstowearthoseshoes.

Richard:

Butifyouboughtmetheshoes,I’dwearthemfornothing.AndI’dhavethatextraspring.

Father:

DoyouthinkYaoMingreachedthetopjustbecauseoftheshoeshewears?

Orwasitsomethingelse?

Richard:

Youmeanlikehardwork,dedication,thatsortofthing?

Father:

Exactly.Justfocusonyourstudiesandforgettheshoes.

1.shoes2.funny3.alotoflife4.ad

5.extraspring6.money7.millionsofdollars8.fornothing9.reachthetop

10.hardwork11.focuson12.forget

Task2:

Ajobadforafriendlyemployee

Afirmadvertisingfora"friendly"employeehasbeenaskedtochangeitswordingbecauseitdiscriminatesagainstunfriendlypeople.

Travelco,atravelagency,putinarequestfora"friendlyemployee"toprovidefoodforitsstaff.ButtheJobCenterinBristoltoldmanagingdirectorHarrySmiththathewouldhavetoremovetheword"friendly"beforetheadvertisementcouldbeaccepted.

Mr.Smithsaidhecouldnotbelievethedecisionandthoughtitwas"ridiculous".Hesaid,"Weweretoldwecouldnotusethatparticularwordbecauseitwasdiscriminatoryagainstpeoplewholookedunfriendly.Wethoughtitwasridiculous.It'sonlytoonaturalforustospecifywhatkindofpeoplewewant."Headded,"Thepeopleatthecenterhavesincesaidtheythoughttheyhadbeenalittleoverthetop."

Thecenterhadmadeitarulethatcertainwordswerenotallowedinadsandthewords"motivated"and"enthusiastic"hadbeenbannedinthepast.

Anofficialofthecentersaid,"Wedohaveguidelinesofnotusingpersonalitycharacteristicsinadvertisementstoensurethatthereisnodiscriminationintheprocess."

Sheadded,"Weshouldleavethedisputetothelocaljudges.They'llmakethefinaldecision.It'spossiblethatamemberofourstaffhasbeenover-enthusiasticincuttingoutwordsinads."

1.F2.T3.F4.F5.T

Task3:

Don’teventhinkaboutit!

“Don’teventhinkaboutit!

”isaphrasecommonlyusedintheUnitedStateswhenapersonemphaticallydeniesorrefusesomething.

In1995,ShaquilleO’Neal,apopularbasketballplayer,madeaPepsicommercialinwhichthisphrasewasused.ThecommercialbeginswithShaqplayingbasketball,andalittlekidiswatchinghim.Thentheboycriesoutthenameofthisbasketballstar.ShaqturnstoseethekidwithaPepsinhishand.Hewalksovertotheboyandsays,“Hey,canIhaveit?

”Hebendsover,supposingthathisadmirerwillgivehimthePepsi.Butthenthekidsays,“Don’teventhinkaboutit!

”Thiscommercialwasratherpopular,andithadbeenshownonTVforaboutthreeyears.ThecommercialseemstohaveamoredramaticeffectthanthatproducedbytheCoca-Colacompanyinthe1970s.IntheCokeadayoungboymeetsfootballstar“Mean”JoeGreenasheisleavingthefieldagame.TheboygiveshisheroabottleofCoke,andinexchangeforthedrink,thefootballplayerthrowstotheboy,whoexcitedlycatchesthesouvenir.

Thephrase“Don’teventhinkaboutit!

”isusedonmanyotheroccasions.VisitorstoNewYorkCityareoftenamusedtoseearoadsignwiththesewords:

“Don’teventhinkaboutparkinghere.”Thisroadsignmeansthatpeoplearestrictlyprohibitedfromparkingthere.

1.A2.B3.B4.C5.C

IV.SpeakingOut

Model1Whopays?

Laura:

Hey!

Bob:

Hey!

Look,thisisacoolTVcommercial.“ThingsgobetterwithCoke!

”

Laura:

IthinkthePepsicommercialisjustasattractive:

“Thechoiceofanewgeneration!

”

Bob:

Yeah,butthecompetitorsarejustcancelingouteachother’sefforts.

Laura:

That’squitetrue.Theybothspendpilesofmoneytoincreasetheirmarketshares,butneithergains.

Bob:

I’mafraidtheextracostsofadvertisingwillbepassedontotheconsumers.

Laura:

Ihearthattheadvertisingproducesagoodimageofaproduct,andthatleadstoconsumerbrandloyalty.

Bob:

Whatdoyoumeanbyconsumerbrandloyalty?

Laura:

Itmeansconsumersareloyaltoacertainproductandkeepbuyingit.Also,they’rewillingtopaymore.

Bob:

Itseemscontradictory.Inotherwords,moresalesmeanlowerproductioncosts,butmoreadvertisingmeanshighercoststotheconsumer.Intheendthewinnerisofcoursethecompany.

Laura:

That’strue!

NowYourTurn

A:

Look,“Makeyourselfheard!

”TheEricsson’sTVcommercialissocool.

B:

IthinktheNokia’scommercialisjustasfascinating:

“ConnectingPeople.”

A:

I’mafraidconsumerswillhavetopayfortheadvertising.

B:

Ihearthattheadvertisementscreateasafavorableon\mageofaproduct,andthatleadstoconsumerbrandloyalty.

A:

Couldyouexplain“consumerbrandloyalty”?

B:

Imeanconsumersidentifywiththeproductandkeepbuyingit.Sometimesthey’reevenwillingtopaymore.

A:

Itiscontradictorythatincreasessalesleadtoalowerproductioncostperunit,butmoreadvertisingresultsingreatercostsforconsumers.Thewinnerisalwaysthecompany.

B:

Iagree.

Model2Bewareofads!

Peter:

MindifIswitchchannels?

ThoseTVcommercialsarekillingme.

Jane:

Howcanyousaythat?

Watch:

“TakeToshiba,taketheworld.”Fantastic!

There’saproductyoucandependon.Apowerfulproduct.

Peter:

IfIwereyou,Iwouldn’ttrustthosecommercials.

Jane:

Now,lookatthisMcDonald’scommercials!

Aren’tthoselittlekidscute?

Oh,andthere’ssuchawarmfamilyfeeling.

Peter:

JusthowanadvertisingagencywantsyoutoseeMcDonald’s.you’rethetargetaudience.

WhentheymakeTVcommercials,theyusescientificmethodstolearnwhatyou’lllikeandbuy.

Jane:

AreyoutellingmethosedarlinglittlechildrenbitingintoBigMacsarepartofascientificprojecttogetmeintoMcDonald’s?

Peter:

Advertisesdon’tbotherwithfactsmore.Insteadtheywanttheend-user—that’syou—tofallinlovewiththeirproduct.

Jane:

Isee.Sowhatyou’resayingis,“Watchout,orcommercialswilltakeoveryourlife.”

NowYourTurn

A:

Shallweswitchtoanotherchannel?

Idon’tlikethoseTVcommercials.

B:

Whydoyouthinkso?

Look:

Justdoit!

Whatapowerfulproduct.

A:

Idoubtit.

B:

Now,lookatthisL’Orealcommercial.Themodel’sskinissosmooth.

A:

Thisiswhattheywantyoutobelieve:

usetheproductandyouwillgetthesameskin.

B:

Youmeantheyarelyingabouttheproduct?

Idon’treallythinkso.

A:

Advertisersnowappealtoemotions,notreason.Theywantyoutoliketheirproduct.

B:

Well,Idon’treallyagreewithyou,butwecanswitchtoanotherchannel.

Model3Arethefreemagazinesfree?

Peter:

Jane,what’sthatmagazineyou’rereading?

Jane:

It’soneofthosefreemagazineyoucanpickuparoundtown.It’sgotsomeprettyinterestingarticlesinit.

Peter:

Wakeup,Jane!

It’snotfreeatall.Lookatit:

It’salladvertising.

Jane:

Maybeso,butiftheadvertisingpaysforthemagazine,thenIdon’thaveto.

Peter:

Sureyoudo.Thecostoftheadsisbuiltintotheproducts.

Jane:

Still,Ithinkadvertisingservesausefulpurpose.Ittellsmeaboutnewproducts.

Peter:

Alotofcompaniesspendmoremoneyonadvertisingthanonmakingqualityproducts.

Jane:

Butsomecommercialsarereallyfascinating.Besides,youhavethefreedomtochoosenottolookattheads.

Peter:

Well,it’stimetocookdinner.

NowYourTurn

A:

What’sthatbrochureyou’rereading?

B:

It’sagiveawaybrochureyoucaneasilyfindhereandthere.It’sgotsomeprettyinterestingthingsinit.

A:

Doyoureallythinkso?

It’snotreallyfree.Lookatalltheadsinit.

B:

Couldbe,butIdon’thavetopayforit.

A:

Youbetyoudo.Thecost6ooftheadsisincludedintheproducts.

B:

Still,Ithinkadvertisingtellsmeaboutnewproducts.Ithelpsmeinchoosingwhattobuy.

A:

Thisisjustwhattheadvertiserswantyoutodo.

B:

Butsomecommercialsarereallyfascinating.Besides,you’redidn’thavetobelievealltheads.

A:

Well,let’sgoswimming.

V.Let’sTalk

Advertisingtechniques

Towritegoodadvertisements,youhavetorememberanumberofthings.

Youshouldalwaysstartwiththegreatestbenefittoconsumers.Forexample,youcanmentionsuchadvantagesasmoney-saving,satisfyingeffects,improvedhealth,betterappearance,greaterself-esteemandsoon.

Inanad,youneedtousepronounsproperly.Asyoumightknow,consumersareusuallyinterestedinthemselves.Soyoumustdirectallyourcommentsatthem.Useyou,yourandyourswhereverpossible.Youcanalsoincludewe,ourandoursthroughoutyourad,butyoushoulduseI,meandmineverysparingly.

Also,itisimportanttouseaccuratenumbersifpossible.Forexample,"101usesforthiscellphone"ismorelikelytoattractpeople'sattentionthan"Manythingstodowiththiscellphone".Ifanexactnumberdoesnotsoundconvincing,useapercentageinstead.Forinstance,ifconsumersareunlikelytobelievethattheycanmake"10,000dollars"outoftheadvertisedproduct,youcantellthemtheywill"seea20percentincreaseinsaleswithinthefirstyear".

Moreover,don'tusetoomanyadjectivesandadverbs:

Savetheseforyourpoetryandloveletters.Anadshouldcontainplentyofverbstoconveyasense