1. Let us make things better. 让我们做的更好 (Philips) 。 2.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) 3. Impossible made possible ． 使不可能变为可能。 (Canon) 4. Just do it. (Nike) 只管去做。 5. The taste is great. 味道好极了。 (Nestle)

6. The choice of a new generation. 新一代的选择。 (Pepsi) 7. Take TOSHIBA, take the world. 拥有东芝，拥有世界。 (Toshiba)

Words related to advertising Advertise advertisement (ad) Advertiser Brand Post Spokesman Spokeswoman Designer Entertaining Promote Customer Slogan Writer Mislead Humorous Accuse persuasive, broadcast Annoying appeal to Frequent Profit Illegal text 广告客户， 广告商 岗位职位， 张贴 愉快的，有 趣的 说服者，令 人信服的 招人讨厌的 有吸引力

AdvantagesDisadvantages Help customers find good product Help companies make money Can be used to inform people about important issues (is talking about a subject or event) Can lead people to buy the wrong products Can make teenagers want things that are bad for them Can be ugly and noisy

Paragraph 2: Advantage: ads help us make informed choices. Disadvantage: ads make us believer that a certain product is better than it really is or what we will be happier if we buy the product. Paragraph 4: Advantage: advertising increases product sales; increased sales means reduced prices; ads help consumers choose among all the available products.

Paragraph 5: Advantage: ads introduce new products. Truthful ads provide good information that helps customers make better choices. Ads allow customers to compare prices and quality. Paragraph 6: Advantage: ads can be used to improve society. Paragraph 7: Disadvantage: bad ads use illegal ways to mislead consumers.

General idea of each paragraph: Para.2: People react to advertisements in different ways. Para.3: the basic principle of advertising is to influence the choices customers make by introducing …needs. Para.4: Ads help companies and customers in a variety of ways. Para.1: Ads are found almost everywhere phrases

Para.5: The most important function of advertising is to introduce new products. Para.6: Governments and other non-profit organizations use ads to spread knowledge, change attitudes and improve society. Para.7: Customers should be careful of illegal ads. (There are some ads that are not helpful.) Para.8: Customers should learn to protect themselves from false ads and make smart choices. phrases

Answer the following questions: 1.Please write a sentence to replace the first sentence in paragraph 2. 2.Who are ‘defenders of ads’? (in paragraph 2) 3.What are ‘informed choices’? (in paragraph 2) 4.What are ‘potential customers’? (in paragraph 3) 5.What does ‘to get their message across’ mean? (in paragraph 3) 6.What are ‘available products’? (in paragraph 4) 7.Paraphrase the sentence ‘Armed with facts and figures, …’. (in paragraph 5) 8.What does ‘spot’ mean? (in paragraph 7) 9.What is ‘hidden information’? (in paragraph 7) 10. What does ‘it’ refer to? Line (2 in paragraph 8) 11. Paraphrase ‘If we cannot distinguish …. (paragraph 8)

1. Please write a sentence to replace the first sentence in paragraph Who are ‘defenders of ads’? (in paragraph 2) 3. What are ‘informed choices’? (in paragraph 2) 4. What are ‘potential customers’? (in paragraph 3) People have different opinions to advertisements. Those who take an positive reaction to advertisements Choices made after referring to much information The customers who may buy the products in a later time.

5. What does ‘to get their message across’ mean? (in paragraph 3) 6. What are ‘available products’? (in paragraph 4) 7. Paraphrase the sentence ‘Armed with facts and figures, …’. (in paragraph 5) 8. What does ‘spot’ mean? (in paragraph 7) To make their message (information conveyed in ads) understood by the customers The products that can be bought on the market Knowing a lot of facts and figures of products, customers won’t be easily persuaded to buy something they don’t really need at all. Tell bad ads from good ones

What is ‘hidden information’? (in paragraph 7) What does ‘it’ refer to? Line (2 in paragraph 8) Paraphrase ‘If we cannot distinguish …. (paragraph 8) Information in ads that the advertisers don’t want the customers to know For companies to introduce new products and increase sales. If we cannot tell fiction from facts, the ad makers will easily persuade us to buy something that we don’t really need or that is bad.

Answer the following questions: 1.Why do some critics take a negative reaction to ads? 2.Why do companies spend a large amount of money employing advertisers? 3.What do the advertisers do to appeal to the customers emotions? 4.How does advertising make a product cheaper? 5.Are all ads used to promote a product? If not, what else are they used for? 6.Why do advertisers tend to name a well-known person as their spokesman or spokeswoman? 7.What is a ‘bait-and-switch’ ad? 8.Why is advertising popular? 9.How does advertising help consumers and companies? 10.How can we protect ourselves from misleading ads? 11.Do you think it is useful to read a lot ads before you buy something? 12.Do you like ads? Why or why not?

Phrases(1-4) On TV Over the radio On the Internet With the development of Hand in hand 联系密切，手拉手 React to 对 … 反应 Make choices Introduce something to somebody On the one hand, …On the other hand,… Accuse…of… 因某事控告（指责）某人 Associate… with… 联合 Get…across （使）通过，被理解 Appeal to 呼吁，上诉，有吸引力 Instead of A variety of Product sales Take… into consideration Make the right decision back

Phrases(5-8) The function of Allow somebody to do something Armed with 用 … 武装起来，装备有 … Deal with Be used to do Be aware of 知道，意识到 Non-profit organization Look out for Keep an eye out for So-called The average consumers At the best price Distinguish with A and B Distinguish A from B Protect… from…