Transcript WORD STUDY 1 (right , permission…) Oct. 24, 2005

Keeping Advertisers Honest
General
idea
for
text
two
structure
Introduction:
• Main idea
• ways to control advertising and prevent false or
unsuitable advertising
•
The law
• (that prevents advertisers doing the wrong thing)
•
Advertising organizations
• ( that not only educate and support their members,
but also make rules for everyone in their organization
to follow)
•
Complaints organization
• a government organization which examines
complaints about ads
•
The consumer
• judge the claims for themselves and not blindly accept
everything
Choose proper words
1. Organizations and individuals _________
advertise(advertising /
advertise / advertisements) because they want to persuade
people to behave in certain ways, for example to buy
a certain
__________(certain
/ a certain) brand of rice, stop speeding
go (go/ get)
or see a movie at their cinema. Advertisers _____
to a lot of trouble and expense to make adverts and so
they want to make sure they achieve their _________
purpose
(purpose / profit).
1. go to a lot of trouble to do sth. = take the trouble to do sth.
花费功夫 / 钱财去做某事。
She’d go to any expense for him.
为了他, 她不惜一切代价。
他费尽周折为的是让客人们感到舒服。
He went to great trouble to make his guests comfortable.
• 2. ________
Unless (If /Unless) we have ways to
protect ourselves, these dishonest advertisers
methods (ways / methods)
will tell lies or use _______
that may mislead us. Fortunately, most
countries have developed _______
ways (ways /
methods) to control advertising and prevent
false or unsuitable advertising.
翻译：
除非我们有办法进行自我保护，否则这些不老
实的广告商就会说谎话，或者采用误导我们的
手段。好在多数国家都采用了一些办法来控制
广告，防止虚假不实的广告。
Correct mistakes
• 1. Many countries have laws that forbidding
forbid
ads being shown at inappropriate
appropriate times or in
insuitable places.
unsuitable
• 2. In some countries advertising alcoholic
altogether
drinks or tobacco is banning
.
banned together
There are also laws in most places that prevent
advertisers
advertiser making false statements about their
products or frompromoting
promote immoral or
harmful behaviour.
code of ethics and
• 3. They are called acode
as : Advertisements must
include such rules like
can
not be untruthful
intruthful or misleading;
Advertisements must not say
tell bad things
about others
other people’s products. If well-known
used in advertisements, they
people are using
must be honest and truthful
truth about products
they advertise.
Fill in the blanks
• 1. _____________
Even though there are laws and
advertisers’ codes of conduct, some bad ads
do
___ get made. This is why many countries
have a government organization whichexamines
______
complaints about ads. A consumer cancomplain
______
to the organization, ________
giving reasons for their
complaint, and if the complaint is correct, the
organization can make the company stop using
offending advertisement.
the ___________
• 2. You may have heard the saying: “ Buyer,
Beware”. This means that the consumer is
for checking the product
responsible _____
__________
buying. When _____
comes to
before
it
advertising, consumers need to be educated
about techniques _______
_______
used (use) by
for
advertisers so they can judge the claims _____
themselves and not blindly accept everything
that is said _____
in advertisements. _____
As we are
flooded ______
with advertisements in our modern
it is / it their
world, many schools believe ________
duty to educate students about advertising.
claim n. （依据权利的）要求
They made a claim for higher pay.
他提出更高报酬的要求。
权利
The poor have a claim on our sympathy.
穷人值得我们同情。
声明；声称
The government's claim that war was
necessary was clearly mistaken.
政府声称战争是必然的，这说法显然是错误的。
claim vt.
（根据权利）要求，索赔；认领
Did you claim on the insurance after your car
accident?
你的车子出事之后，要求领保险金了吗？
I claimed the coat that the teacher found.
我认领了老师找到的外套。
声言；自称；主张
He claimed that he hadn't done it, but I didn't
believe him.
他声称没有做这件事，可是我不相信他。
Fishermen and sailors sometimes claim to have seen
monsters in the sea.
渔夫和水手有时声称看到过海里的妖怪。
take … in
• 1. She took me in completely with her story.
• 2. Don’t be taken in by his charm ----- he’s
ruthless.
• 3. Fish take in oxygen through their gills.
• 4. The tour takes in six European countries.
• 5. I hope yu’re taking in what I’m saying.
• 1欺骗；2吸入，摄取；3包括;
• 4理解或吸收（听到或阅读的）东西