河套大学精品课程建设

1. 河套大学精品课程建设 • 院. 部. 系: 外语系 • 课 程: 泛 读 • 主讲教师: 薛志东 • 教 材: 《新编英语泛读教材》(上) • 主 编: 王守仁 赵文书 • (上海外语教育出版社)

7. Unit 11 Advertisements Text A The Advertising Standards Authority: An Advertising Watchdog

8. Choose the best meaning for each italicized word 1. The politician’s speech obviously distorted the truth about that event, he was lying to the people. A.revealed B.twisted C.interpreted D.destroyed 2. Hisclaim that he is the son of a general has been proven to be a lie. A. statement B. request C. right D. belief 3. The precisenature of the disease has not yet been established. A. basic B. exact C. important D. significant

9. 4. My room overlooked the garden. A. looked B. looked through C. missed D. had a view of 5. TV commercials are very annoying because they often come in the middle of an interesting program. A. music B. advertisements C. viewers D. business 6. I wanted to comfort her, but Iunwittingly hurt her. A. intentionally B. comfortably C. unintentionally D. uncomfortably

10. 7. The driver ignored the red traffic light and ran right into a car coming from the left. A. misunderstood B. noticed C. broke D. disregarded 8. Everyone says our team will win, but I’m skeptical. A. sad B. proud C. doubtful D. nervous

11. 二. Decide whether each of the following statements is true or false. • 1. The ASA acts as an advertising watchdog. • 2. The function of the ASA is to publish ads.

12. 3. An advertisement of a cosmetic promising to “take years off your life” can be believed. • 4. The 500 rules of the British Code of Advertising Practice are a standard for media owners to judge what advertisements to publish.

13. 5. The ASA can supervise all the advertisements with its own effort. 6. Publishers cannot accept any ad which is considered as against the British Code. 7. Advertisers have influence over the ASA decisions because the ASA uses money from the business for its administrative costs.

14. 三.Comprehension questions for attention • 1.What makes an advertisement misleading? • 2. How does the ASA judge the ads? • 3.What is a two-way process?

15. 4. What does the ASA do to advertisers who deceive the public? • 5. Whose interests does the ASA really reflect?

16. 四. Paraphrase the following sentences. Pay particular attention to theitalicized parts. • 1. As for estate agents, people who buy and sell houses or lands to make profits, if the phrase “overlooking the river” actually means “backing onto a ditch”, there would be nothing for it but to show their ad the door.

17. 2. Advertisers are aware that it is muchin their own interests as it is in the public’s that honesty should be the common practice.

18. Assignment • 1.Read the passages in Section B and Section C. • 2. Finish all the other exercises In this unit.

19. Good Bye