世纪商务英语阅读教程（专业篇Ⅱ） 实用英语阅读 Advertising & Marketing Unit 7 Unit 7

Contents 4 Practical Reading 51 Text A 2 Reading Skills 11 Fast Reading 3 Text B Advertisements

Reading Skills Sample Let’s try

Cause and Effect Relationships  When we are tracking the development of one situation or event out of another we often use cause and effect in paragraphs. Cause and effect is an analytical mode of paragraph development that attempts to show how events are influenced by or caused by others—the linkage of causation. In the following paragraph the development follows the inductive pattern of reasoning from effects back to causes.  The key vocabulary of cause and effect:  because of / due to/affects / influences/is affected / is influenced/causes / produces / results in/the cause of / the reason for/as a consequence/therefore/thus/consequently

Cause and Effect Relationships  Sample 1  In recent decades, cities have grown so large that now about 50% of the Earth's population lives in urban areas. There are several reasons for this occurrence. First, the increasing industrialization of the nineteenth century resulted in the creation of many factory jobs, which tended to be located in cities. These jobs, with their promise of a better material life, attracted many people from rural areas. Second, there were many schools established to educate the children of the new factory laborers. The promise of a better education persuaded many families to leave farming communities and move to the cities. Finally, as the cities grew, people established places of leisure, entertainment, and culture, such as sports stadiums, theaters, and museums. For many people, these facilities made city life appear more interesting than life on the farm, and therefore drew them away from rural communities

Cause and Effect Relationships EFFECTCAUSES Cities have grown very large Factory jobs attracted people Better schools attracted families to move to the city. Places of leisure, entertainment, and culture made city life appear more interesting.

Cause and Effect Relationships  Sample 2  An avalanche is a huge snow slide that rushes down the side of a mountain, carrying large trees, rocks, and other debris in its path. Avalanches are similar to landslides but can be more dangerous and destructive. Avalanches can occur when huge amounts of new snow fall on layers of snow and ice that have become unstable because of melting. They can also be triggered by explosions or earthquakes.

Cause and Effect Relationships EFFECTCAUSES Avalanches occur huge amounts of new snow fall unstable explosions or earthquakes

Let’s try  Task 1  I worry about the private automobile. It is a dirty, noisy, wasteful, and lonely means of travel. It pollutes the air, ruins the safety and sociability of the street, and exercises upon the individual a discipline which takes away far more freedom than it gives him. It causes an enormous amount of land to be unnecessarily abstracted from nature and from plant life and to become devoid of any natural function. It explodes cities, grievously impairs the whole institution of neighborliness, fragmentizes and destroys communities. It has already spelled the end of our cities as real cultural and social communities, and has made impossible the construction of any others in their place. Together with the airplane, it has crowded out other, more civilized and more convenient means of transport, leaving older people, infirm people, poor people and children in a worse situation than they were a hundred years ago

Let’s try EFFECTCAUSES private automobile affects people pollutes the air, ruins the safety and sociability of the street causes an enormous amount of land to be unnecessarily abstracted from nature explodes cities impairs the whole institution of neighborliness fragmentizes and destroys communities

Let’s try  Task 2  Good health is affected by a balanced diet. On the other hand, if we do not eat well, this could cause problems and we could become very sick. For instance, if our diet lacks Vitamin A, blindness may result. Many problems affecting the skin and the teeth are due to a lack of Vitamin C. When our diet contains recommended amounts of Vitamin A and C, however, our ability to fight diseases like cancer is greatly affected. So it makes sense to eat well because this results in a longer and healthier life.

Let’s try EFFECTCAUSES Good health Balanced diet

Let’s try  Task 3  The ocean’s delicate coral reefs are affected by changes caused by humans. To illustrate, dumping waste products and garbage in the sea results in changes in the natural environment. Due to these changes the ocean becomes polluted, and as a consequence, coral reefs are damaged. When the ocean becomes extensively polluted, coral reefs die.

Let’s try EFFECTCAUSES changes in the natural environment dumping waste products and garbage in the sea

Text A  1. What is the best kind of advertising?  2. Why do most companies use advertising agencies?  3. When a company hires an advertising agency, what are the roles of both parties? Ⅰ. Read the text and answer the questions The best kind of advertising is probably what is known as word of mouth advertising, when people tell their friends about a good new product or service. Because they are specialist, with large resources and staff with expert knowledge The company agrees a budget with the agency and gives it a brief, i.e. a statement of the overall objectives of the advertising campaign, and the message it wants to communicate. The agency creates the ads and develops a media strategy.

Text A  4. What is a media plan?  5. Why does advertising become ineffective after a certain point? Ⅰ. Read the text and answer the questions The choice of which media to use for an advertising campaign, with what frequency and in what proportions. because after a while the message will have been conveyed to virtually all potential customers, and because after a certain point people no longer notice ads, or become annoyed by their endless repetition.

Text A  1. free advertising, when satisfied customers recommend products to their friends __________  2. advertising that mentions a company’s name but not specific products __________  3. companies that handle advertising for clients __________  4. a contract with a company to produce its advertising __________  5. the amount of money a company plans to spend in developing its advertising and buying media time or space __________ Ⅱ. Fine the terms in the text which mean the following word-of-mouth advertising institutional or prestige advertising advertising agencies an account an advertising budget

Text A  6. the statements of objectives of an advertising campaign that a client works out with an advertising agency __________  7. the advertising of a particular product or service during a particular period of time _________  8. a defined set of customers whose needs a company plans to satisfy __________  9. the people who choose where to advertise in order to reach the right customers __________  10. the fact that a certain amount of advertising is necessary to attract a prospective customer’s attention __________  11. choosing to spend the same amount on advertising as one’s competitors _____________  12. advertising during periods or seasons when sales are normally relatively poor __________ a brief advertising campaign target customer or target market media planners the threshold effect the comparative-parity method counter-cyclical advertising

Fast Reading  1. What’s the possible title of the passage?  A. Bosch’s Investment in China  B. The History of Bosch  C. How Bosch Developed New Products in China  D. Bosch’s New Recruitment Plan in China  2. How many additional associates will Bosch hire at least over the next two years?  A. 18,000.  B. 3,800.  C. 1,000.  D. 2,040. D B

Fast Reading  3. In its strategy of talent localization in China, Bosch __________.  A. selects local talents and trains them in Bosch’s facilities in China and Germany  B. selects local talents and trains them in Bosch’s facilities worldwide  C. selects talents worldwide and trains them in Bosch’s facilities in China and Germany  D. selects talents worldwide and trains them in Bosch’s facilities worldwide  4. Bosch’s training program covers __________.  A. graduates  B. professionals with work experience  C. employees who are working now in Bosch  D. current employees, young talents who have worked for several years, and those who just graduated from universities A D

Fast Reading  5. It can be inferred that __________.  A. Bosch is facing an intense competition in China  B. most current employees of Bosch come from Germany  C. the headquarters of Bosch is located in Shanghai  D. Bosch puts much importance on employee training D

Text B  ________ company – to – company marketing  ________ identifying marketing opportunities  ________ the marketing mix  ________ the selling and marketing concepts  ________ the importance of market research I. Look through the whole passage decide which paragraphs are about these subjects: paragraph 5 paragraph 2 paragraph 4 paragraph 1 paragraph 3

Text B II. Match up the words or expressions on the left with the definition. 1.distribution channel ________ 2.to launch a product ________ 3. market opportunities ________ 4.market research ________ 5.market segment ________ 6.packing ________ 7.point of sale ________ 8.product concept ________ 9.product feature ________ 10.sales representative ________ A I F H D J E B C G

Practical Reading  Task 1  1. What is the free offer mentioned in the advertisement?  2. What is the advantage of making a proper mailing list? Thousands of dollars worth books A proper mailing list can help save paper

Practical Reading  3.To whom is there s 20% discount?  4.How many days’ no risk guarantee is offered?  5.If you teach children, is the content on pages 7 and 58 useful to you? Educational institutions 30 days No

Practical Reading  Task 2  1. This advertisement is about the attractive feature of __________.  2. the atmosphere is very __________.  3. Besides “discomfort,” another negative word in the last paragraph is __________.  4. The three words that can show the good point of KLM are __________.  5. which country’s Airline is advertised here? __________. airlines peaceful and quiet nagging pleasant, relaxing and reliable Dutch

Advertisements

1．Good to the last drop. 滴滴香浓，意犹未尽。（麦斯威尔咖啡）

2．Obey your thirst. 服从你的渴望。（雪碧）

3 ． The new digital era. 数码新时代。（索尼影碟机） 3 ． The new digital era. 数码新时代。（索尼影碟机）

4 ． We lead Others copy. 我们领先，他人仿效。（理光复印机） 4 ． We lead Others copy. 我们领先，他人仿效。（理光复印机） 5 ． Impossible made possible. 使不可能变为可能。（佳能打印机） 5 ． Impossible made possible. 使不可能变为可能。（佳能打印机） 6 ． Take time to indulge. 尽情享受吧！（雀巢冰激凌） 7 ． The relentless pursuit of perfection. 不懈追求完美。（凌志轿车） 6 ． Take time to indulge. 尽情享受吧！（雀巢冰激凌） 7 ． The relentless pursuit of perfection. 不懈追求完美。（凌志轿车）

8 ． Poetry in motion, dancing close to me. 动态的诗，向我舞近。（丰田汽车） 8 ． Poetry in motion, dancing close to me. 动态的诗，向我舞近。（丰田汽车）

9 ． Come to where the flavor is Marlboro Country. 光临风韵之境 —— 万宝 路世界。（万宝路香烟）

10 ． To me, the past is black and white, but the future is always color. 对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒） 11 ． Ask for more. 渴望无限。（百事流行鞋）

 12 ． Just do it. 只管去做。（耐克运动鞋）

13 ． The taste is great. 味道好极了。（雀巢咖啡）

11114．Feel the new space. 感受新境界。（三星电子）

115 ． Intelligence everywhere. 智慧演绎，无处不在。（摩托罗拉手机）

16 ． The choice of a new generation. 新一代的选择。（百事可乐）

 17 ． We integrate, you communicate. 我们集大成，您超越自我。（三菱电工）

18 ． Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子）

19 ． Let's make things better. 让我们做得更好。（飞利浦电子） 19 ． Let's make things better. 让我们做得更好。（飞利浦电子）

20 ． No business too small, no problem too big. 没有不做的小生意，没有解决不了的大问题。（ IBM 公司）

1. Just do it. 跟着感觉走。 ( 耐克运动鞋 ) 2. Ask for more. 渴望无限。 ( 百事流行鞋 ) 3. Obey your thirst. 服从你的渴望。 ( 雪碧 ) 4. Feel the new space. 感受新境界。 ( 三星电子 ) 5. Focus on life. 瞄准生活。 ( 奥林巴斯相机 ) 6. Good to the last drop. 滴滴香浓, 意犹未尽。 ( 麦氏咖啡 ) 7. A Kodak moment. 就在柯达一刻。 ( 柯达相纸 / 胶卷 ) 8. Started Ahead. 成功之路, 从头开始。 ( 飘柔洗发水 ) 9. Make yourself heard. 理解就是沟通。 ( 爱立信手机 ) 10. Intelligence everywhere. 智慧演绎, 无处不在。 ( 摩托罗拉手机 )

11. The choice of a new generation. 新一代的选择。 ( 百事可乐 ) 12. We integrate, you communicate. 我们集大成, 您超越自我。 ( 三菱电工 ) 13. The relentless pursuit of perfection. 不懈追求完美。 ( 凌志轿车 ) 14. Poetry in motion, dancing close to me. 动态的诗, 向我舞近。 ( 丰田汽车 ) 15. Let's make things better. 让我们做得更好。 ( 飞利浦电器 ) 16. Good teeth, good health. 牙齿好, 身体就好。 ( 高露洁牙膏 ) 17. Can't beat the real thing. 挡不住的诱惑。 ( 可口可乐 ) 18. Tide's in, dirt's out. 汰渍到, 污垢逃。 ( 汰渍洗衣粉 ) 19. Apple thinks different. 苹果电脑, 不同凡 “ 想 ” 。 ( 苹果电脑 ) 20. Not all cars are created equal. 并非所有的汽车都有相同的品质。 ( 三菱汽车 )

21. Anything is possible. 没有不可能的事。 ( 东芝电器 ) 22. Our wheels are always turning. 我们的车轮常转不停。 ( 五十铃汽车 ) 23. The world smiles with Reader's Digest. 《读者文摘》给全世界带来欢笑。 ( 《读者文摘》 ) 24. Nobody is perfect. 没有一个人的身材是十全十美的。 ( 苗条健身器材 ) 25. The Globe brings you the world in a single copy. 一册在手, 纵览全球。 ( 《环 球》杂志 ) 26. Live well, snack well. 美好生活离不开香脆的饼干。 ( 斯耐克威尔士饼干 ) 27. We're the dot. in. com. 我们就是网络。 ( 太阳微系统公司 ) 28. No business too small, no problem too big. 没有不做的小生意, 没有解决不了 的大问题。 (IBM 公司 )

世纪商务英语阅读教程（专业篇Ⅱ） 实用英语阅读