新编商务英语精读第4册答案.docx
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新编商务英语精读第4册答案
Unit1
ReadingI
Pre-reading:
1.Brainstorming:
media
methods
verbs
Television
radio
press
magazines
newspapers
publictransport
cinema
stadium
mail
Internet
telephonedirectories
billboards
hoardings
posters
leaflets
brochures
pamphlets
booklets
sportswear
jingles
commercials
freesamples
slogans
exhibition
shopwindowdisplay
point-of-sale
word-of-mouth
sponsorship
salespromotion
mailshots
telephoneshots
promote
run
target
place
launch
research
sponsor
publicise
exhibit
appealto
distribute
persuade
urge
attract
tempt
display
motivate
1）Whatisthepurposeofadvertising?
---toattractthemostattention
2）Whatarethebasicelementsofatypicaladvertisement?
---apromiseofsomesort;anemotionalappeal;arationaleofferingevidencetomakethepromisecredible;aninstruction…
3）Couldyoulistafewadvertisingpracticesmostinuse?
---Comparingyourproductswithyourcompetitors’;…
4）Whatdoyouthinkmakesagoodadvertisement?
---Itmustbeclever;interesting;funny;inspiring;eye-catching;powerful;humorous;informative;well-organized;brief;easytoremember;…
2.Choosethebestanswertocompletethefollowingsentences.
1.c2.d3.b4.d5.d
3.GivetheEnglishwordforthemeaningprovided.
1.solicitor
2.supplement
mercial
4.insert
5.legislation
6.channel
7.sponsor
8.poster
9.hoarding
10.tempt
11.heading
12.leaflet
4.Putthecorrectformsofthefollowingexpressionsintheblanks.
1.aswellas
2.expenditure
3.hasbeenexposedto
4.maximum
5.nuisance
6.wasrestricted
7.regulations
8.supplement
9.isaimingto
10.tempt
11.aresubjectto12.toensure
5.Rewritethefollowingsentencesandreplacetheitalicizedwordswiththeappropriatephrasesfromthetext.
1.Thefirmisconcentratingonexpandingitsmarketsoverseas.
2.The10amexpresstoBeijingwillbetakenoffnextmonth.
3.Theproportionofimportstoexportsistentoone,whichisworryingthegovernment.
4.Theexpensesshouldbelimitedtothefundsyoucanraise.
5.AdvertisinginBritainissubjecttothesupervisionoftheAdvertisingStandardsAuthority.
6.WordStudy
1
a.Theorganizationaimsatpromotinginternationalunderstandingandmaintainingworldpeace.
b.Whenthebosssaidthatsomeonewasalwayslateforwork,hewasaimingatJohn.
c.Anon-profitorganizationlikethisoneshouldaimforthebestsocialresultsitcanproduce,ratherthanhowmuchmoneyitcanmake.
d.Theorganization'saimsaretoprovidefoodforhomelesspeopleandhelpthemfindsomewheretolive.
2.
a.Thecompanywillarrangeforataxitomeettheguestsattherailwaystationateighttonight.
b.ThelocalnewspaperwillmakearrangementsforaninterviewwithProfessorHuangatapropertime.
c.Itwouldusuallycost500yuan,butI’msurewecancometosomekindofarrangement.
3
a.There’snolimittowhatyoucandoifyoutry.
b.I'vebeenaskedtolimitmyspeechtotenminutesmaximum.
c.Regulationsaredesignedtolimitenvironmentdamagetothelowest.
d.Despitethelimitationsofthesurvey,itdidsuggestsomegeneraltrends.
4
a.Theuseofthiswebsiteissubjecttothefollowingtermsandconditions.
b.ItwasClintonwhobroughtupthesubjectofsportsfacility.
c.Herhusbandsubjectedhertoyearsoftorture.
5
a.Sherestrictedherselftoonemealadayinordertoloseweight.
b.Saleoffirearmsissubjecttomanylegalrestrictionsinalmosteverycountry.
c.Travelismydream,butthebusyworkingliferestrictsmyopportunities.
Post-reading（keyforreference）
AdvertisingMedia
Advantages
Disadvantages
Newspapers
Alargecirculation;
Easyaccess,abletobesavedforlaterconsultation;
Cheapincost;
Dailynewspapersoffertheadvantageoftimeliness（Anadvertisercanprepareandpublishanadvertisementwithinaday）,quicklyreflectasuddendemandforcertainmerchandise;
Mostadultsreadadailynewspaperandmanyofthemspecificallychecktheadsforinformationaboutproducts,services,orspecialsales.
Dullpresentation,givingneithersoundnoraction;
Drownedinanenormousnumberofads,mostaretobeignored;
Readers’attentioniseasilydistracted;
Onlyeffectiveinaveryshortperiodoftime.
Magazines
Alarge（nationwide）circulation;
Beingreadinaleisurelymanner;
Beingeffectiveinarelativelylongerperiodoftime,astheyareoftenkeptforweeksormonthsbeforebeingdiscarded;
Eachcopycanbereadbymorethanoneperson;
Offeringbetterandmorecolorfulrepresentationsofproducts.
Highlyspecialized,hencehavingasmallernumberofreaders;
Lackoftimeliness;
Unabletogivepromptinformation;
Limitedincontentandsize.
Television
Bringingsight,sound,andactiondirectlytoconsumersintheirhomes;voicesandmusicaddedtocolorandpicturestocatchtheearaswellastheeye;
Awidecoverage;
Easilyunderstood.
Reachingavastaudienceatarelativelyverylowcostperviewer;
Attractive,powerful,pervasive,andpersuasive.
Highinproducingandbroadcastingcost;
CommercialsinsertedinTVprogramsareoftenregardedasannoying;
Lastingonlyashortperiodoftime.
Radio
Peoplecanlistentoprogramswhiledoingotherthings;
Havingmorecommercialtimeperhourthantelevisionstations;
Radioaudiencesusuallysticktoparticularstationsandprogramstheychoosetolisten.Andbyadvertisingonthesestations,advertiserscanreachthepeoplewhoaremostlikelytobuytheproducts.
Listenersoftenhearsomanycommercialsthatitishardforanyoneadtomakeanimpression;
Lackofvividnessandvariety;
Unabletobekeptandconsultedlater;
Notimpressive.
DirectMail
Directlyreachingawidescopeofconsumersaccordingtotheiroccupation,age,income,orinterests;
Conveyinginformationpromptlyandaccurately.
Providingpicturesofproducts,prices,etc.;
Havinggreatpersuasivepower.
Sometimesregardedasrubbishanddiscardedwithouthavingaglanceatit.
OutdoorSigns
Constantinpeople’sviews;
Large,colorfulsignseasilyattractattention.
Mostpassers-byseeasignonlyforafewseconds;
Notbeingabletocontainmuchinformation.
Internet
Aworldwidecoverage;
ViewersunlikeTVaudiencearenotcompelledtoaccesstheinformation;
Highlyreciprocalandsensational.
Quickandpromptinformation
Thenumberofviewerscanbeaccuratelycounted.
Notveryreliable;
Noobviouseffectonviewers
Limitedinnumberofviewers.
ReadingII
Dictation
Advertisingisamessagedesignedtopromoteaproduct,aservice,oranidea.Ineverydaylife,peoplecomeintocontactwithmanykindsofadvertising.Printedadvertisementsmakeupalargepartofnewspapersandmagazines.Posteradsappearinstreets,onbusesandinsubwaystations.CommercialsinterruptTVandradioprograms.
Thepurposeofmostadvertisingistosellproductsorservices.Manufacturersadvertisetotrytopersuadepeopletobuytheirproducts.Largebusinessfirmsalsouseadvertisingtocreateafavorable"image"oftheircompanies.Localbusinessesuseittogainnewcustomersandincreasesales.Advertisingthusplaysakeyroleinthecompetitionamongbusinessesfortheconsumer'sdollar.Inmanybusinesses,thevolumeofsalesdependslargelyontheamountofadvertisingdone.
Comprehension
Write“T〞fortrue,“F〞forfalseor“NM〞fornotmentioned.
1.T2.F3.F4.F5.T
6.T7.T8.F9.NM10.T
Vocabulary
Guessthemeaningofthefollowingitalicizedwordsandexpressionsfromthetext.
1.b2.a3.c4.c5.a
6.b7.c8.a9.b10.c
SpecialUse:
-ingand–edadjectives
I.Completethefollowingsentenceswiththecorrectadjectiveforms.
1.boring2.excited3.charming4.pleased
5.pleasing6.touching,touched7.discouraged
8.discouraging9.Boiling10.confused11.confusing
12.pressing13amused14.escaped15.retired
II.PutthefollowingphrasesintoChinese:
1．闪烁的星星2．严寒3．狂暴的风雨
4．令人鼓舞的演说5．炙人的热气6．凋零的花朵
7．迷惑不解的表情8．热烈的讨论9．勉强的微笑
10．闹鬼的房子11．落叶12．挂号信
Translation
I.TranslatethefollowingsentencesintoEnglish,usingtheexpressionsintheparentheses.
1.IregardthatcommercialasoneoftheworstI’veeverseen.
2.Inacommercialnegotiationthenegotiatorsmustensurethefundamentalbenefitoftheircompanyfrombeinginjured.
3.Inordertomeettheneedsoftheinternationalmarket,thefactoryisaimingata50%increaseinproductionthisyear.
4.InBritain,advertisingontelevisionissubjecttovariousrulesandregulations.
5.Thesesmallbusinesseshavebenefitedgreatlyfromthefallininterestrates.
6.Thecassettetapeisbroken.Canyousplicetheendstogether?
7.Duetothemassiveabsorptionofforeigncapitalandadvancedtechnology,thecountryhasbeentransformedintoapowerfulindustrialnationinonly20years.
8.Afterhispainstakingmanagement,thecompanyendedupasoneofthe500bestintheworld.
9.AllthearrangementsofthecompanywereturnedupsidedownbythesuddendevaluationofU.Sdollars.
10.Thenewinternationalagreementopensupthepossibilityofmuchgreaterco-operationagainstterrorism.
II.TranslatethefollowingadvertisingsentencesfromEnglishintoChinese:
1.超越视觉感受——索尼！
2.喝可口可乐，万事顺意！
3.一朝品尝，一生钟爱。
4.夏普产品，来自智慧的结晶！
5.派克笔，无与伦比的交流享受！
6.人类创造了时间，精工表使之完美。
7.有路就有丰田车。
Cloze
1.c2.c3.d4.a5.b6.a7.b8.c9.c10.b
11.c12.d13.c14.b15.d
Extendedactivities
A.FunctionandStructure
1.Completethefollowingdialogues.
1）Mary:
Ican’tstandMr.Brightanymore.Heissuchanastyman,rude,selfish,stonehearted,alwaysblamingothersforhisownfaults.
Betty:
Oh,comeon,Mary.Don’tforgetheisyourboss.
Mary:
SurelyI’
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