II Lead-in

1. a jar of beer 2. pepsi-cola 3.miniskirt 4. bikini 5.shampoo 6. shermons 7. sauna 8.store 9.disco 、

1. Please give the Chinese names to the following :

扎啤 百事可乐 迷你裙 香波比基尼席梦思 桑拿浴 士多店 迪斯科

1. 1.Take TOSHIBA, take the world.       2.The choice of a new generation.    3. Ask for more.        4.Impossible made possible.    5.Take time to indulge.       

拥有东芝，拥有世界 __ 东芝电子

渴望无限。——百事流行鞋

2.Please give the Chinese to the following :

1.       . 新一代的选择。——百事可乐

1.       使不能变为可能。——佳能打印机尽情享受吧！——雀巢咖啡

Fast reading :Now please read the whole passage quickly and find out the answers to the following questions:

The translation must be correct.

1. What makes a good slogan?

2. What should be paid attention to when selling products abroad?

A good slogan should be "catchy" or easy to remember, and should convey a message that will make consumers form a positive image of the company and product.

Please judge the following as true or false:

( )1.Tradesmen often use catchy words to describe their products in order to promote them.( )2. Names can be chosen from only old stories and legends to make a product known to public.( )3.Slogans such as “Just Do It” or “Coke Is It” are quite catchy and easy to remember.( )4. It is very important for the advertisers to make the customers remember both the name of a product and itself. ( ) 5.In the 1960s, a British company successfully seld a car to the Germany because they had an attractive name of their car.

T

F

T

F

T

Careful reading:1.How does the language used in ads differ from ordinary language?

2. How do companies choose names for their products?

3. What are the advantages and disadvantages of using a story as an advertisement?

4. What is strange about the phrases "a free gift" and "an added bonus"?

1.I think ad-makers choose words and brand names that can create a positive image of the product they are promoting.

1.How does the language used in ads differ from ordinary language

2. How do companies choose names for their products?

Companies choose names for their products in different ways: telling the advantages of the products, making the products easy to remember, choosing a funny or unusual name,choosing names from old stories or legends or inventing new words.

3. What are the advantages and disadvantages

of using a story as an advertisement?

4. What is strange about the phrases

"a free gift" and "an added bonus"?

I think the advantages of using a story as an advertisement are that it may be humorous and attract readers' attention. And the disadvantage is that readers or viewers can't remember the name of the product.

That means sometimes we pay more than its real cost. In other words, it is not a free gift at all.

Translation

1 British English _______________( 不同于 ) American English

2 Do you ___________________________( 重视 )

what he said?

3 He studies hard ____________________

( 为了上大学 ) to college.

4 What you say __________________( 没有意义 )

differs from

attach importance to

with the purpose of going

makes no sense

Key phrases1 differ from2 attach to/connect

with3 attach importance to 4 start with5 with the purpose of6 point out7 refer to 8 make sense9 think twice

1 不同于2 附着 / 联想

3 给予重视4 以 开始5 以 为目的6 指出7 指 / 参考8 有道理9 慎重考虑