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Book Three Unit Two Section A (2)

(2008-09-11 15:06:33)
标签:

新视野英语教程

第三册

unit

two

section

a

教育

分类: 新视野英语教程第三册

Unit Two

Section A: Advertising

Ⅰ. Main idea

    The passage tells us about the development of advertising. Advertising can be dated back to ancient Greece when there were the public criers. In the 15th century, advertising became important with the rapid growing cities and towns. The first printed advertisement in the English language appeared in 1478, which was the work of William Caxton, England’s first printer. The Industrial Revolution brought a new kind of advertising. This kind of advertising could not simply tell people where to buy certain things, but most important, they should make people want to buy certain products. Advertising agencies began to develop in the United States after the Civil War. Nowadays, advertising has developed from the modest beginnings into a highly specified and profitable business.

Ⅱ. Structure

Part I: (Paras. 1-2) Advertising is part of our daily life. It is part literature, part art, and part show business.

Part II: (Paras. 3-5) Advertising is the business of bringing information to great numbers of people.

Part III: (Paras. 6-9) The development of advertising.

Part IV: (Para. 10) The development of advertising agencies.

Part V: (Para. 11) Advertising had now developed into a highly specialized and profitable business.

Ⅲ. Text Learning

1. To find proof, you have only to leaf through a magazine or newspaper or count the radio or television commercial that you hear in one evening.

Meaning: If you want to get the evidence (to support the statement), all you need to do is take a quick look at a magazine or newspaper, or find out how many advertisements you hear over the radio or on television in one evening.

Translation: 要证明这一点,你只要浏览一下杂志和报纸,或者心算一下你晚上所收听到的广播或电视商业广告有多少就行了。

2. It is part literature, part art, and part show business.

Meaning: It (Advertising) is a mixture (or combination) of printed material, artistic word and entertainment.

Translation: 广告业是宣传印刷,是艺术,也是娱乐。

3. If this definition were expanded to include radio and television, it would still stand tody.

Meaning: If advertising is regarded as salesmanship on radio or in television as well as in print, this broadened explanation of this term would still remain valid (or would still hold) today. “It” in the sentence stands for “definition”.

Translation:如果把“印在纸上的销售艺术” 这一广告定义涵盖到广播和电视,那么这个定义至今仍然成立。

4. ... they had to learn how to make people want to buy a specific product.

Meaning: ... they must learn to persuade people to buy a particular product.

Note the difference between concrete and specific when they are used in the sense of "具体的". Concrete denotes that something is not abstract (抽象的). For example, a concrete object (具体的物体) is an object that can be seen, or touched. An aim cannot be a concrete object as it can be neither physically seen nor touched. But an aim can be described as specific if it is clearly defined.

be specific to: limited to, found only in 仅限于

This epidemic is specific to the south. 这一流行性疾病只局限于南方(只发生在南方)。

5. Advertising helped to create new markets and to raise standards of living as people came to feel that they had a right to new and better products.

Meaning: People gradually (or in course of time) became aware that it was justified for them to demand new and better goods. Therefore, advertising played a positive role in expanding markets and improving the livelihood of the people.

"Come to" suggests the transition from one state to another.

e.g. We came to know each other after the incident. 这件事过后我们开始相互了解了。

6. From these modest beginnings, advertising has developed into a highly specialized and profitable business.

Meaning: Though advertising began as a simple process, it has grown into a controlled business that is quite scientific in nature and brings in huge profits.

modest beginnings: This phrase suggests that the first people to advertise had a simple idea and would never have predicted the complicated nature that this process would take on in the future.

Translation: 从这些平凡的开端,广告业发展成了高度专业化和高利润的行业。

Ⅳ. Structure Focus

1. An infinitive plus “one has only to do...”

在这个结构中only的意思是“仅仅,只”表示一种强调。基本结构为 “have to”. 该结构一般翻译为:某人只要…

2. The infinitive as the complement of the verb “be”

在例句中“be +动词不定式”,不定式做表语,表示主语和表语在概念上是等同的。如:

The problem is to find a solution. His plan is to clean the room.  My wish is to be a doctor.

Ⅴ. Check-up Exercises

Translating

A. Translate the following into English.

1. 教书是一种重要的职业——一种令人神往的职业,充满挑战和激情。(a fascinating one, filled with... )

Teaching is an important profession—a fascinating one, filled with challenges and excitement.

2. 如果这位科学伟人还或者的话,毫无疑问他会扩充他的定义,把最新研究成果(research findings)包括进来。 (expand... to include )

If the great scientist were still alive today, he would no doubt expand his definition to include the latest research

findings.

3. 解决国与国之间争端(disputes)的最好的办法是通过联合国。 (The best way... is through )

The best way to solve disputes between countries is through the United Nations.

4. 大工厂生产的产品正在替代小工厂生产的产品。  (take the place of )

Goods produced by big factories are taking the place of the goods produced by small workshops.

B. Translate the following into Chinese.

1. Advertising is part literature, part art, and part show business.

广告业是宣传印刷,是艺术,也是娱乐。

2. Advertising can be found as far back as the public criers of ancient Greece—who, for a fee, shouted out messages about a company’s products to one and all.

广告业可以追溯到古希腊街头巷尾叫卖的小贩们——他们大声喊叫,把公司产品的信息传递给每个人,并因此获得一定的费用。

3. If the definition of advertising as “salesmanship in print” were expanded to include radio and television, it would still stand today.

如果把“印在纸上的销售艺术” 这一广告定义涵盖到广播和电视,那么这个定义至今仍然成立。

4. From these modest beginnings, advertising has developed into a highly specialized and profitable business.

从这些平凡的开端,广告业发展成了高度专业化和高利润的行业。

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