高中英语北京模块版第四册课文05

[00:-1.00]The Idea Is Everything

[00:-2.00]The simplest types of adverts 2 are the ones

[00:-3.00]that give information about finding certain products.

[00:-4.00]It may just be a name and address of a company.

[00:-5.00]The name might include information about the product.

[00:-6.00]For example.it could be "Shanghai sewing machines.

[00:-7.00]and you would know that this company makes sewing machines.

[00:-8.00]This kind of advertising 3 might be good enough for products that people need.

[00:-9.00]and if there is not much competition.

[00:10.00]However,when there are competing products and services.

[00:11.00]the adverts need to be more persuasive 4.

[00:12.00]Some adverts use diagrams or quotations 5 by experts

[00:13.00]to show people how good the products is.

[00:14.00]Other advertisers try to create adverts that people enjoy looking at.

[00:15.00]A lot of money is spent on applying the latest techniques

[00:16.00]of graphic 6 design to produce the best-looking adverts.

[00:17.00]However,even that is not enough to be noticed in a modern city.

[00:18.00]People are used to seeing high standards of graphic design.

[00:19.00]Modern adverts must stand out in a world full of competition

[00:20.00]by combining the highest standards of graphic design

[00:21.00]with ideas linked with the prodverts to make them more attractive.

[00:22.00]For example,some adverts may suggest that buying a car can make you free;

[00:23.00]they are suing the idea of freedom to sell the car.

[00:24.00]Other common ideas include happiness,wealth and success.

[00:25.00]In fact,these common ideas are very old on the advertising world.

[00:26.00]For many of today's award-winning advertisers,

[00:27.00]repeating old ideas is not an effective strategy.

[00:28.00]They realise that is does not matter

[00:29.00]how attractive the idea linked with the product is -

[00:30.00]most people know that the main purpose of the advert 1 is making customers spend money.

[00:31.00]Instead,these advertisers look for other ways to make people notice their products.

[00:32.00]Today's award-winning advertisers believe that using humour,

[00:33.00]surprise and original ideas is important in modern advertisements.

[00:34.00]Their aim is to create something original

[00:35.00]and fascinating for people to look at and by doing that,

[00:36.00]make people forget that someone is trying to sell them something!

[00:37.00]However,not all advertising is about selling commercial products and services.

[00:38.00]There are public adverts which encourage people

[00:39.00]to participate in improving their neighbourhood,

[00:40.00]protecting the environment,and helping 7 other people.

[00:41.00]Over the last decade,the government has worked hard at using public adverts

[00:42.00]to educate the punlic on fighting AIDS,saving water,helping in the poor,

[00:43.00]giving up smoking,etc,

[00:44.00]These public adverts have helped to raise public awareness 8,

[00:45.00]resulting in some positive benefits for society.

[00:46.00]Such benefits include reminding people to take care of themselves

[00:47.00]and to show more concern for the country and other people