高等教育自学考试网上辅导
》 《英语(一) 英语(
Text B Advertising
New words
advertise vt./vi. 为……做广告;登广告 advertisement n.广告,做广告;其缩写是 ad.(复数 ads) attract vt. 吸引,引起……的注意 magnet n.磁铁 For example:
  1)A magnet attracts iron. 磁铁吸铁.
  2)The man's unusual actions attracted the policemen's attention. 这个男人的异常行为引起了警察的注意. attractive a. 有吸引力的 attractive price 廉价的 attractive looks 娇好的容貌 design vt./vi. 1 设计;
  2.预定,指定 mail n. 邮件,邮递 for example: He has a lot of mails to answer every day. 他每天都有大量的邮件要回复. post a letter/parcel mail a letter/parcel constantly ad. 经常地;不断地;时常地 近义词 frequently ad. 常常地,频繁地 product n. 产品,产物 produce v. 产生 production n. 生产,产品 persuade vt.
  1.说服,劝服;
  2.使相信 persuade sb to do sth. 说服了某人去做某事;sb to do sth 复合宾语 persuade sb not to do sth. 说服某人不要做某事 for example:
  1)The doctor often persuades patients to stop smoking. 医生常常要说服病人戒烟. ????????????????????????????????????????????????????????????????????
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vi. 邮寄
高等教育自学考试网上辅导
Persuade sb into doing sth
》 《英语(一) 英语(

  2)The doctor often persuades patients into stopping smoking. 医生常常要说服病人戒烟. Persuade sb of /that clause(从句) 使相信 I persuaded him of the truth. 我让他相信了这就是事实. I persuaded him that it was true. 我让他相信了这就是事实. leisure n.
  1.空闲时间,空暇;
  2.悠闲,安逸 activity n.
  1.活动,活跃;
  2.行动 social activities 社会活动 political activities 政治活动 classified a.
  1.分类的;被归为一类的;
  2.保密的,机密的 classify vt. 分类 edition n. 版,版本 section n.
  1.章节,部分;
  2.部门,科;
  3.截面,剖面 announcement n. 通告,布告,告示 for example:
  1)They announced their marriage to their family. 他们向家人公开了他们的婚姻.
  2)The prime minister announced that he would resign. 首相公开对外宣布他将辞职. available a. 可利用的,可获得的 for example: You will be informed when the book becomes available. amount n. 数量,数额,总额 vi.合计,共计 amount to for example: The annual output of the steal-plant amounts to one thousand tons. 这家钢厂的年产量累计达到 1000 吨. annual a. 每年的 output n. 产量 display n./vt.
  1.陈列,展览;
  2.显示 exhibition 展览 ????????????????????????????????????????????????????????????????????
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》 《英语(一) 英语(
entertainment n.
  1.娱乐,游艺,技艺表演;
  2.招待,款待 entertain sb. 招待某人 audience n. 听众,观众,读者(集体名词) limited a. 有限的 Co., Ltd 有限公司
attractive a. 有吸引力的,引起注意的 characteristic a. 特有的,典型的;为……特有的(of) n. 特性,特征 slogan n. 标语,口号 identify vt. 认出,鉴定;认为……等同于(with) for example: He identifies her happiness with his own. 他认为她的幸福就是他自己的幸福. commercial a. 商业的,商务的; n. 商业广告 commerce n. 商业 department n. 部,部门,系 responsible a.
  1.需要负责的,承担责任的(for);
  2.有责任感的,负责可靠的
  3.责任重大的,重要的 for example:
  1)You should be responsible for breaking the window. 你应该为打碎玻璃而负责.
  2)The weather is responsible for the delay of the train. 由于天气的原因导致了火车晚点. company n.
  1.公司;
  2.同伴,陪伴 particular a.
  1.特定的,某一的;
  2.特殊的,特别的 n.(pl.)详情,细节 同义词:detail estimate n./v. 估计,估价;评价 For example:
  1)Let's make an estimate of the height of Mountain Tai. 让我们估计一下泰山的高度.
  2)The expert estimates that price will be raised in a few months. ????????????????????????????????????????????????????????????????????
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高等教育自学考试网上辅导
》 《英语(一) 英语(
专家估计物价会在数月内上涨. management n.
  1.管理,经营;
  2.管理部门;
  3.资方 labor and management 劳资双方 approve vt.
  1.赞成,同意;
  2.批准,核准 for example:
  1)She doesn't want to take her new boyfriend home in case her parents don't approve. 她不愿意把新男朋友带回家,以防父母不同意.
  2)The government hadn't approved the plan. 政府还没有批准那项计划. involve vt.
  1.使卷入,使参与(in) ;
  2.牵涉;
  3.包含,含有 for example:
  1)He was involved in a heated argument. 他被卷入到一场激烈的争论中.
  2)Don't involve me in solving your problems. 不要把我牵扯到你的问题中去.
  3)The strike involved many people. 许多人参加了罢工. Phrases and Expressions for the most part 在很大程度上,多半 for example: For the most part, the students are from the villages. be characteristic of 为…所特有,是…的特征 for example: Speaking is characteristic of the man. to catch the eye 引人注目 for example: The boy often makes a lot of noise in the class to catch the eye of the others. no more than 仅仅 for example: The organization has no more than six people. to identify …with 把…和…等同起来 to carry over 继续下去,遗留下来 for example: Don't carry over your bad habits. as well as 除…之外;和 as well as = besides 除了…之外,还有… as well = too 也… For example: ????????????????????????????????????????????????????????????????????
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高等教育自学考试网上辅导
》 《英语(一) 英语(

  1)He grows flowers as well as vegetables. 他既种花也种蔬菜.
  2)If you go there, I will go as well. 如果你去那儿,我也去. over and over(again) 反复 For example: I like reading my favorite over and over again. to put up with 忍受,容忍 同义词:bear; stand For example: The old can't put up with such hot weather. 老年人忍受不了这样的天气. be responsible for 对…负责任的;对…承担责任的 to decide on 决定,选定 For example: He decided on a blue coat in five minutes. be involved in 与…有关联,参与,介入
Advertising Advertising is only part of the total sales effort, but it is the part that attracts the most attention. This is natural enough because advertising is designed for just that purpose. In newspapers, in magazines, in the mail, on radio and television, we constantly see and hear the messages for hundreds of different products and services. For the most part, they are the kinds of things that we can be persuaded to buyfood and drinks, cars and television sets, furniture and clothing, travel and leisure time activities. enough: 后置 做广告仅仅是整个促销活动的一部分,但却是最引人注目的一部分.这种情况再自然不过了,因为做广告的目 的就是为了引人注目.在报纸,杂志上,以及通过邮件,收音机,电视等媒体,我们常看到,听到数百种不同产品 和服务的信息.大多数情况下,广告所宣传的东西正是我们被说服所购买的:食品,饮料,汽车,电视,家具和衣 物,旅游和休闲活动. The simplest kind of advertising is the classified ad. Every day the newspapers carry a few pages of these ads; in the large Sunday editions there may be several sections of them. A classified ad is usually only a few lines long. It is really a notice or announcement that something is available. 最简单的广告就是分类广告.每天报纸上都会刊登几页这种广告.在大篇幅的周末版上会有数版分类广告.通 常情况下,分类广告只有几行字.事实上,分类广告只是一种可买卖东西的通知或公告. 注意:that 从句是同位语从句. Newspapers also carry a large amount of display advertising. Most of it is for stores or for various forms of ????????????????????????????????????????????????????????????????????
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高等教育自学考试网上辅导
》 《英语(一) 英语(
entertainment. Newspapers generally reach an audience only in a limited area. To bring their message to a larger audience, many who want to put out their ads use national magazines. Many of the techniques of modern advertising were developed in magazine ads. The use of bright colors, attractive pictures, and short messages is all characteristic of magazine ads. The most important purpose is to catch the eye. The message itself is usually short, often no more than a slogan which the public identifies with the product. 同样,报纸还会刊登大量展览性广告.这种广告大多是为商店或各种娱乐活动所做.通常,报纸的读者范围很 小. 为了把信息带给更多的读者, 许多想发布广告的人就利用全国性刊物. (put out …
  1. 发布
  2.生产
  3.扑灭; 熄灭) 当 今的许多广告技术在杂志广告中得以发展.明亮的色彩,诱人的画面和简短广告语的采用是杂志广告的特色.最重 要的目的就是要吸引人.信息一般较简短,通常只是一个使群众一看广告就能想到产品的标语. The same techniques have been carried over into television advertising. Voices and music have been added to color and pictures to catch the ear as well as the eye. Television ads short-usually only 15, 30, or 60 seconds, but they are repeated over and over again so that the audience sees and hears them many times. Commercial television has mixed entertainment and advertising. If you want the entertainment, you have to put up with the advertising -and millions of people want the entertainment. 同样的技术被引用到了电视广告中.在色彩和画面中加入了声音和音乐,以吸引人们听觉和视觉.电视广告较 短,通常只有 15 秒,30 秒或 60 秒,但它们被反复播放以至于观众能多次看到并听到它们.商业电视已把娱乐和广 告结合在一起.如果你需要这种娱乐,你就得忍受这种广告―― 而且数以万计的人需要这种娱乐. so that 引导目的状语从句和结果状语从句. For example:
  1)I got to the cinema very early so that I could buy a ticket.(引导目的状语从句)
  2)I got to the cinema very early so that I bought a ticket.(引导结果状语从句) so …that …. 如此.......以致...... For example:
  1)My brother is so clever that he always wins the first prize.
  2)He walks so fast that I can't keep up with him. The men and women in the sales department are responsible for the company's advertising. They must decide on the audience they want to reach. They must also decide on the best way to get their message to their particular audience. They also make an estimate of the costs before management approves the plan. In most large companies management is directly involved in planning the advertising. 销售部门负责公司的广告制作.他们必须选定受众群体,必须选定一种使广告信息能够达到特定受众群体的最 好方法.在管理部门批准这项计划之前,他们还要估计出广告成本.在许多大公司里管理部门直接参与广告策划.
Vocabulary Exercises ????????????????????????????????????????????????????????????????????
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高等教育自学考试网上辅导
》 《英语(一) 英语(
II.Supply a word that you have learned in Text B. The first letter is given.
  1.The moon attracts the earth's seas towards her.
  2.He spent his leisure hours in playing football.
  3.I'm sorry, sir. Those shoes are not available in your size.
  4.The money that we have is so limited that we can't buy them all.
  5.The expert's estimate is that the painting will cost me $2,5
  00. cost/spend/take:花费 For example: The T-shirt cost me twenty yuan. spend on 表示在某方面花费时间或金钱 spend in 表示以某种方式花费时间或金钱 For example: I spent my leisure time on books. Or I spent my leisure time in reading. take:主语可以是人,也可以是物;可跟双宾语;宾语可以是时间,也可以是金钱. For example: It takes me five minutes to go to school. It took me five yuan to buy this book.
III. Complete the sentences with the following words or phrases in their proper forms. Characteristic of decide on carry over put up with approve estimate
  1.The girl has decided on a blue dress.
  2.The program was not approved by the department head.
  3.She made a rough estimate of the cost of her living.
  4.These habits are carried over from my childhood.
  5.In no way can I put up with the noise. 以下列词汇开头的句子,一般要倒装: never/ hardly / seldom / l
 

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