新编商务英语精读册答案.pdf

Reading I Pre-reading:1.Brainstorming:media methods verbs Television radio press magazines newspapers public transport cinema stadium mail Internet telephone directories billboards hoardings posters leaflets brochures jingles commercials free samples slogans exhibition shop window display point-of-sale word-of-mouth sponsorship sales promotion mail shots telephone shots promote run target place launch research sponsor publicise exhibit appeal to distribute persuade urge attract tempt display pamphlets booklets sportswear motivate 1)What is the purpose of advertising?-to attract the most attention 2)What are the basic elements of a typical advertisement?-a promise of some sort;an emotional appeal;a rationale offering evidence to make the promise credible;an instruction 3)Could you list a few advertising practices most in use?-Comparing your products with your competitors;4)What do you think makes a good advertisement?-It must be clever;interesting;funny;inspiring;eye-catching;powerful;humorous;informative;well-organized;brief;easy to remember;2.Choose the best answer to complete the following sentences.1.c 2.d 3.b 4.d 5.d 3.Give the English word for the meaning provided.1.solicitor mercial 4.insert5.legislation 6.channel7.sponsor 8.poster9.hoarding 10.tempt11.heading 12.leaflet4.Put the correct forms of the following expressions in the blanks.1.as well as 2.expenditure3.has been exposed to 4.maximum5.nuisance 6.was restricted 7.regulations 8.supplement9.is aiming to 10.tempt11.are subject to 12.to ensure 5.Rewrite the following sentences and replace the italicized words with the appropriate phrases from the text.1.The firm is concentrating onexpanding its markets overseas.2.The 10 amexpress to Beijing will be taken off next month.3.The proportion of imports to exports is ten to one,which is worrying the government.4.The expenses should be limited to the funds you can raise.5.Advertising in Britain is subject to the supervision of the Advertising Standards Authority.6.Word Study 1 a.The organization aims at promoting international understanding and maintaining world peace.b.When the boss said that someone was always late for work,he was aiming at John.c.A non-profit organization like this one should aim for the best social results it can produce,rather than how much money it can make.d.The organizations aims are to provide food for homeless people and help them find somewhere to live.2.a.The company will arrange for a taxi to meet the guests at the railway station at eight tonight.b.The local newspaper will make arrangements for an interview with Professor Huang at a proper time.c.It would usually cost 500 yuan,but Im sure we can come to some kind of arrangement.3 a.Theres no limit to what you can do if you try.b.Ive been asked to limit my speech to ten minutes maximum.c.Regulations are designed to limit environment damage to the lowest.d.Despite the limitations of the survey,it did suggest some general trends.4 a.The use of this website is subject to the following terms and conditions.b.It was Clinton who brought up the subject of sports facility.c.Her husband subjected her to years of torture.5 a.She restricted herself to one meal a day in order to lose weight.b.Sale of firearms is subject to many legal restrictions in almost every country.c.Travel is my dream,but the busy working life restricts my opportunities.Post-reading(key for reference)Advertising Media Advantages Disadvantages Newspapers A large circulation;Easy access,able to be saved for later consultation;Cheap in cost;Daily newspapers offer the advantage of timeliness(An advertiser can prepare and publish an advertisement within a day),quickly reflect a sudden demand for certain merchandise;Most adults read a daily newspaper and many of them specifically check the ads for information about products,services,or special sales.Dull presentation,giving neither sound nor action;Drowned in an enormous number of ads,most are to be ignored;Readers attention is easily distracted;Only effective in a very short period of time.Magazines A large(nationwide)circulation;Being read in a leisurely manner;Being effective in a relatively longer period of time,as they are often kept for weeks or months before being discarded;Each copy can be read by more than one person;Offering better and more colorful representations of products.Highly specialized,hence having a smaller number of readers;Lack of timeliness;Unable to give prompt information;Limited in content and size.Television Bringing sight,sound,and action directly to consumers in their homes;voices and music added to color and pictures to catch the ear as well as the eye;A wide coverage;Easily understood.Reaching a vast audience at a relatively very low cost per viewer;Attractive,powerful,pervasive,and persuasive.High in producing and broadcasting cost;Commercials inserted in TV programs are often regarded as annoying;Lasting only a short period of time.Radio People can listen to programs while doing other things;Having more commercial time per Listeners often hear so many commercials that it is hard for any one ad to make an hour than television stations;Radio audiences usually stick to particular stations and programs they choose to listen.And by advertising on these stations,advertisers can reach the people who are most likely to buy the products.impression;Lack of vividness and variety;Unable to be kept and consulted later;Not impressive.Direct Mail Directly reaching a wide scope of consumers according to their occupation,age,income,or interests;Conveying information promptly and accurately.Providing pictures of products,prices,etc.;Having great persuasive power.Sometimes regarded as rubbish and discarded without having a glance at it.Outdoor Signs Constant in peoples views;Large,colorful signs easily attract attention.Most passers-by see a sign only for a few seconds;Not being able to contain much information.Internet A worldwide coverage;Viewers unlike TV audience are not compelled to access the information;Highly reciprocal and sensational.Quick and prompt information The number of viewers can be accurately counted.Not very reliable;No obvious effect on viewers Limited in number of viewers.Reading II Dictation Advertising is a message designed to promote a product,a service,or an idea.In everyday life,people come into contact with many kinds of advertising.Printed advertisements make up a large part of newspapers and magazines.Poster ads appear in streets,on buses and in subway stations.Commercials interrupt TV and radio programs.The purpose of most advertising is to sell products or services.Manufacturers advertise to try to persuade people to buy their products.Large business firms also use advertising to create a favorable image of their companies.Local businesses use it to gain new customers and increase sales.Advertising thus plays a key role in the competition among businesses for the consumers dollar.In many businesses,the volume of sales depends largely on the amount of advertising done.Comprehension Write“T”for true,“F”for false or“NM”for not mentioned.1.T 2.F 3.F 4.F 5.T 6.T 7.T 8.F 9.NM 10.T Vocabulary Guess the meaning of the following italicized words and expressions from the text.1.b 2.a 3.c 4.c 5.a 6.b 7.c 8.a 9.b 10.c Special Use:-ing and ed adjectives I.Complete the following sentences with the correct adjective forms.1.boring 2.excited 3.charming 4.pleased 5.pleasing 6.touching,touched 7.discouraged 8.discouraging 9.Boiling 10.confused 11.confusing 12.pressing 13 amused 14.escaped 15.retired II.Put the following phrases into Chinese:1闪烁的星星 2严寒 3狂暴的风雨 4令人鼓舞的演说 5炙人的热气 6凋零的花朵 7迷惑不解的表情 8热烈的讨论 9勉强的微笑 10闹鬼的房子 11落叶 12挂号信 Translation I.Translate the following sentences into English,using the expressions in the parentheses.1.I regard that commercial as one of the worst Ive ever seen.2.In a commercial negotiation the negotiators must ensure the fundamental benefit of their company from being injured.3.In order to meet the needs of the international market,the factory is aiming at a 50%increase in production this year.4.In Britain,advertising on television is subject to various rules and regulations.5.These small businesses have benefited greatly from the fall in interest rates.6.The cassette tape is broken.Can you splice the ends together?7.Due to the massive absorption of foreign capital and advanced technology,the country has been transformed into a powerful industrial nation in only 20 years.8.After his painstaking management,the company ended up as one of the 500 best in the world.9.All the arrangements of the company were turned upside down by the sudden devaluation of U.S dollars.10.The new international agreement opens up the possibility of much greater co-operation against terrorism.II.Translate the following advertising sentences from English into Chinese:1.超越视觉感受 索尼！2.喝可口可乐，万事顺意！3.一朝品尝，一生钟爱。4.夏普产品，来自智慧的结晶！5.派克笔，无与伦比的交流享受！6.人类发明了时间，精工表使之完美。7.有路就有丰田车。Cloze 1.c 2.c 3.d 4.a 5.b 6.a 7.b 8.c 9.c 10.b 11.c 12.d 13.c 14.b 15.d Extended activities A.Function and Structure 1.Complete the following dialogues.1)Mary:I cant stand Mr.Bright any more.He is such a nasty man,rude,selfish,stonehearted,always blaming others for his own faults.Betty:Oh,come on,Mary.Dont forget he is your boss.Mary:Surely Ill tell him what I think of him if he treats me rudely next time.Betty:Dont for goodness sake.Im sure you wouldnt like being fired from such a well paid job.2)Mrs.Smith:Darling,the Wilders just called to invite us to their house.They are giving a party for their eldest sons sixteenth birthday tonight.Mr.Smith:Im tired and Id like to go to bed early.You can go yourself if you really want to.Mrs.Smith:Oh,come,dear.Im sure you will enjoy yourself.Mr.Smith:I dont like parties,you know.Mrs.Smith:Not even for me?It wont be the same without you.Mr.Smith:Ive told you thousands of times I hate parties and all those noises and nonsense.Mrs.Smith:Seriously,oh come.Just this once.Youre not going to let me down,are you?Mr.Smith:I think I have made it quite clear to you I have not a bit interest in your silly parties.3)Mr.Johnson:This is their quotation sheet.I think wed better try another supplier.Mr.Wells:Maybe so,but wouldnt you agree that they have a good reputation in this field?Mr.Johnson:Yes,but their offer is about 2%higher than the ruling market price.Its really too much.Mr.Wells:Thats true,but there are other considerations.For example,they guarantee a prompt delivery.Mr.Johnson:Yes,perhaps you have a point there.4)Jack:Are you really sure you would quit the job?Bob:Yes,Ive made up my mind.I will hand in my resignation tomorrow.Jack:I dont want to talk you into accepting it,but surely its in you interest to reconsider your decision.Remember its not so easy to get another job immediately at the moment.Bob:With my education background and work experience,I dont think it would be a problem to find a better job for myself.Jack:Yes,but do you think it might be rather more sensible if you find a new job first and then leave your present one?Bob:Oh,yes.You may well be right.5)Mr.Harper:Too high?You must be kidding.Thats the lowest prices we can offer now.The price of crude oil is soaring,you know.Mr.Bowman:Yes,but if we look at the whole picture,we can see the prices of other raw materials are sharply down.Mr.Harper:Thats true,but I wonder if you have taken everything into account.For instance,our after-sale service is of the best.Mr.Bowman:I see what you mean,but another way of looking at it would be that the prices youve offered are not competitive.I dont think I can persuade my president to accept your present offer.Thus,could you be persuaded to adjust your prices,say,4%off?Mr.Harper:Im afraid I cant.You see,Im very eager to establish business with you,but if you insist on such a reduction,I have to drop the deal Mr.Bowman:Are you quite sure you wont reconsider my proposal?I dont want to talk you into accepting it,but surely its in your interest to make some concessions.You know very well it is not a small order.You could make a fortune out of it even if you bring your prices down by 5%or 6%.Mr.Harper:Maybe so,but wouldnt you agree that both parties should make some concessions?2.8%off.Thats the best I can do.Its almost cost price.Mr.Bowman:Well,thats settled.B.Practical reading 1.(a)(7)(b)(3)(c)(8)(d)(4)(e)(6)(f)(1)(g)(5)(h)(2)2.(1)Yes,there are also some other advertising techniques.First,take repetition for example.If you keep talking about something for long enough,eventually people will pay attention to you.Many advertisements are based on this principle.If we hear the name of a product many times a day,we are much more likely to find that this is the name that comes into our head when the shopkeeper asks What brand?We usually like to choose things for ourselves,but if the advertiser plants a name in our heads in this way he has helped to make the choice for us.Second,take keep up with the Joneses for example.Advertisers may try to make us want a product by suggesting that most people,or the best people,already use it and that we will no doubt want to follow them.No one likes to be inferior to others and these advertisements suggest that you will be unless you buy the product.Third,some figures of speech,such as simile,metaphor,parallelism,rhetorical question,hyperbole,personification,rhyme,and irony,are often used in advertisements to attract more audience.3.(1)Association of ideas,Key words,The camera never lies,Science,and Brand names.(2)association of ideas,key words,before and after,and simile.(3)association of ideas,key words,before and after,and metaphor.C.Basic writing 1.(1)SVO (2)SVC (3)SVOiOd(4)SVOC(5)SVC(6)SVOC (7)SV(A)(8)SVO(9)SVOiOd(10)SV 2.(1)Mr.Edward is on the board of directors.(2)John lacks the necessary work experience.(3)He thinks his salary too low.(4)Ill send you the price list of our company in my next letter.(5)The client arrived in Hong Kong on time this morning.(6)Miss Smith works late on Mondays and Fridays.(7)These figures are really not accurate.(8)He gave us a 10%discount.(9)I saw the secretary leave the file on the managers desk.(10)A business letter can reflect a companys identity.3.(1)I flunked Introduction to Business,but I managed Cs in BEC2 and International Business Communication.(2)We didnt receive their letter,for it was sent to the wrong address.(3)In comparison with oral communication,written communication gives structure and form to our ideas,so it has the advantage of providing records,reference,and legal defense.(4)You must hurry up,or youll be late for the board meeting.(5)Unfortunately,a lot of people begin to believe in TV commercials,and of course TV gives people a false sense of reality.(6)Ill go to the lecture,for Im interested in modern business management.(7)He has not done his work very well,so it needs improving.(8)People are well informed in this country,for many newspapers can easily be bought.(9)Now we export to Europe and Latin America,but we would lik