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1. ZhejiangTechonology Institute of Economy Auto Advertisements Unit 5

2. Section I Listening and speaking Section II Reading Section III Grammar Section IV Comprehensive Task Vocabulary Automobile Racing

3. Section I Listen and Speaking Task 1: Picture recognition Task 2: Read and match Task 3: Speak out Task 4: Listen and practice Task 5: Act out

4. In this part, you will hear six statements, please judge which picture is mentioned in each statement. C A B E F D A C B F G D

5. Read the car ads, and make a match A B

6. C D ( D )1. The one not made in Europe ( C )2. The most expensive one ( B )3. The one with least seats ( A )4. The one with lowest emitting ( B )5. The one made in England ( D )6. The one made by Chrysler

7. Look at the pictures in Task1 and Task2, ask your partner the following questions, and organize the sentences If you want to own a car, which do you want to purchase most in the pictures of Task 1? Why? Tell some differences of the four ads in Task 2 and try to organize sentences to describe each with the information in the advertisements. What is the most powerful means to promote different type of cars? List some of the features included in an auto ad.

8. Listen to the dialogues, fill in the missing information, and practice them with your partner. Dialogue 1 Henry: What kind of a car do you have? Linda: An old one. Henry: I know it's old, but what __________ is it? Linda: It's a Chevrolet. Why do you ask? You going into the car __________ ? Henry: Nothing like that. My cousin is going to take a job overseas and he can't take his car with him, so he's going to sell it cheaply. It's practically new. Linda: Well, I have been thinking about getting an older car. I can't __________ a brand new one. Henry: Would you like to look at my cousin's car? Linda: Is it a four-door or a two-door? Henry: It's a __________ with a vinyl __________ . Linda: Does it have __________ transmission?. Henry: Yes, and it also has power __________ , power __________ , and air ____________ . Linda: I ___________ I might take a look at it. How much is he asking? Henry: I don't know for sure, but he'll make you a good deal. Linda: Okay. Set it up for me to see it, if you can. make business afford coupe roof automatic steering conditioning brakes guess

9. Listen to the dialogues, fill in the missing information, and practice them with your partner. Dialogue 2 Chenlin: Did you go to the Shanghai auto show yesterday? Michael: Yes. Many __________ are promoting their new auto models on the show. Chenlin: Well. There must be a lot of promoting __________.What do you think __________ you most? Michael: Mn... too much too say. The new cars accompanied by auto models __________ my eyes first. Let me show you some __________ I took on the show. Chenlin: Oh, wonderful! These are really works of __________. Michael: Also TV ads for different new car models were __________ on the big LCD screen with sound music. Some of them were designed like a perfect play. Chenlin: Aha, it seems I've missed a wonderful show . Michael: __________, salesmen from auto companies were distributing elaborately design printed ads for people to know more __________ about the cars on sale. Chenlin: Well, are you __________ to buy one? Michael: Mn... If I could get promoted next month. companies activities impressed pictures caught classical displayed Meanwhile details planning

10. Take Task 4 as example, practice dialogues according to the situations provided with your partner. Situation 1: John and Nate are planning to purchase a new car. John prefers Toyota due to its attractive appearance and fuel-efficient, while Jack favors Volvo for its best guarantee of security. Situation 2: Among different auto makers' promotion ads, talk about what composes a good auto ad.Do all the ads tell the truth? Try to express different ideas or comments on autoads.

11. Section II Reading Reading A Reading B

12. Reading A Task 1 Task 2

13. Reading A Task 1 Listen to the passage and fill in the missing information. position During the 1960s, the automobile finally secured its __________ as an indispensable component of __________ life in Britain. Car __________ more than doubled from approximately one car for every 10 people in 1960 to one car for every 4.8 people by 1970. __________, who once needed to promote the __________ of __________ as well as the particular pleasures of the __________ product, no longer needed to wonder whether the potential __________ (let alone society at large) might be __________ with no car at all. It was during this time that the question changed from "Do we need a car?" to "What car shall we have?" This work explores the decade's many advertising __________ and trends published by both car manufacturers and importers in three main sections . daily ownership Advertisers joys motoring individual customer content types 13

14. Reading A Task 2: Read the passage and choose the best answer to complete the statements. 1. __________ is the possible time for the automobile to set its status in Britain. A. 1982. B. 1963. C. 1974. A 2. During the 1970s, car ownership was at least one car for every ______ people. A. 10. B. 7 C. 4.8. C

15. Task 2 3. __________ was not mentioned in an auto ad in the passage? A. the joys of motoring B. the particular pleasures of the individual product C. The history of the auto brand C 4. During the 1960s, auto advertisers paid more attention to the question that __________ A. What car shall we have? B. Do we need a car? C. How many cars shall we produce? A

16. Text Task 2 Task 1 Reading B Task 3

17. Auto Advertisements Car Firms Increase Ad Spend for Smaller Cars According to a survey, fuel-efficient vehicles now account for 40 percent of manufacturers’advertising budgets in 2008. A new report of last month says more and more people are showing their preference in the lower-carbon vehicles. It is well proved by the evidence that advertising spend on the most fuel-efficient vehicles doubled last year. The survey of national newspaper adverts found that while over half of advertising spending from the car industry is still associatedwith high-emitting vehicles in Bands E, F and G of the government’s road tax bands, the proportion spent advertising the most efficient band A, B and C vehicles doubled last year to account for 40 percent of the total. Meanwhile, spending on large band E and F cars fell by half, while only the largest band G gas guzzlersretained their 20 percent share of car manufacturers’advertising budgets.

18. Auto Advertisements Greg Archer, director of lobby group the Low Carbon Vehicle Partnership, which commissioned the research, said that the shift in car firms advertising priorities was welcome, but warned that they needed to go further in their scaling back of promotions for the most inefficient vehicles. "There is still a bias in favour of greater advertising spent on larger and more-polluting models, " he said. "Stronger promotion of the fuel-efficient models that are now becoming available is needed to encourage their sale." The increase in advertising for smaller, more fuel-efficient cars mirrors recent changes in consumer demand as growing numbers of customers seek to reduce their fuel costs. According to recent figures from the Society of Motor Manufacturers and Traders, sales of band G cars fell 15 percent last year, while sales of band A and B cars climbed 17 percent and are projected to overtake band G cars this year.

19. account for • 1. be the reason or explanation for 说明(原因等) • 2. give reasons for (在数量方面)占 • E.g. He could not account for his absence from school. • 他无法说明他旷课的原因. • Petrochemicals today account for one fourth of all the chemicals • made. • 石油化工产品现在已占所有化学制品的四分之一.

20. associate • n. • a person who joins with others in some activity 同伴,伙伴 • E.g. I got a new job and a new set of work associations. • 我有了新工作和一班新同事。 • v. • make a logical or causal connection 联合,联想 • E.g. I don't want to associate myself with them any more. • 我不愿再和他们交往了。

21. road tax • Atax which the owner of a vehicle must pay to be allowed to drive it on the road • (尤指在英国对车主征收的)公路税,通行税 • E.g. • Difficulties in finding parking lots, arid the cost of petrol and road tax all add to the driver's worries. • 寻找车位的困难，使用汽油的花费和需交纳公路税等问题都增添了驾驶者的烦恼。

22. gas guzzler • n. • a car with relatively low fuel efficiency 指耗油量大的车 • E.g. • I can’t believe the price of gas these days! I am going to have to get rid of this gas guzzler. • 真不敢相信这这几天的油价,我都不想要这油老虎了.

23. budget • n. • a sum of money allocated for a particular purpose 预算 • E.g. Next year's budget will have to be drastically pruned. • 下一年度的预算将大幅度削减。 • A family on a budget can't afford meat every day. • 经济拮据的家庭不能每天享用肉食。

24. lobby • n. • a large entrance or reception room or area 大厅,门廊,门厅,休息室, • a group of people who try actively to influence legislation 游说议员者 • E.g. The film star held court in the hotel lobby. • 这位电影明星在旅馆的大厅里接见了影迷. • The anti-nuclear lobby is becoming stronger. • 向议员游说的反核群众声势渐强。 • v. • the people who support some common cause or business or principle or sectional interest 游说 • E.g. The group tried to lobby the bill through. • 这个集团企图通过游说议员通过该项法案。

25. mirror • n. • polished surface that forms images by reflecting light 镜子 • a faithful depiction or reflection 反映,反射 • E.g. Steam has fogged the bathroom mirror. • 水蒸气把浴室里的镜子遮住了。 • Literature is a mirror of its time. • 文学是时代的镜子。 • v. • reflect or resemble 反映,反射 • E.g. The clear water mirrored the blue sky. • 清澈的水中映出蔚蓝的天空。

26. be projected to • to think about as a likely course of action 计划,预计,设计 • E.g. By year 2005, Asia is projected to account for one third. • 我们预期在二零零五年年底前，这个比率更会增至三分一。

27. Task 1: Read and judge. Read the passage and judge whether the statement is true or false. 1. Advertising spending on the most fuel-efficient vehicles decreased last year. 2. Fuel-efficient vehicles now account for 40 percent of manufacturers’advertising budgets. 3. Most customers are ignorant of their fuel costs.. 4. The shift in car firms advertising priorities was supported by Greg Archer. 5. According to recent figures from the Society of Motor Manufacturers and Traders, sales of band A and B cars increased 17 percent. F T F T T

28. Task 2: Read, complete and retell. Read the passage again and fill in the blanks with the information in the passage, and then try to retell the passage. fuel-efficient a new report showing advertising spending on the most __________ vehicles doubled last year. Meanwhile, spending on large band E and F cars fell by half, while only the largest band G gas guzzlers __________ their 20 percent __________ of car manufacturers’advertising __________ . This __________ in car firms advertising priorities was welcome. Stronger __________ of the fuel-efficient models that are now becoming __________ is needed to encourage their sale. The __________ in advertising for smaller, more fuel-efficient cars __________ recent changes in __________ demand as growing numbers of customers seek to reduce their fuel costs. retained share shift budgets promotion available increase consumer mirrors

29. Task 3: Revise and Translate. Translate the following sentences into Chinese. 1. A new report shows advertising spending on the most fuel-efficient vehicles doubled last year. 2. The survey found that over half of advertising spending from the car industry is still associated with high-emitting vehicles. 3. Meanwhile, spending on large band E and F cars fell by half. 4. The increase in advertising for more fuel-efficient cars mirrors recent changes in consumer demand. 5. Growing numbers of customers seek to reduce their fuel costs. 最新报告显示最省油汽车的广告费用比去年增加了一倍。 调查发现汽车业超过一半的广告费仍用于大排量轿车。 同时，E级和F级轿车的广告费用下降了一半。 用于较省油车型广告的增加反应了消费需求的变化。 越来越多的顾客寻求减少油费支出。

30. Grammar Grammar Task 1 Task 2

31. The Simple Future Tense

32. The Future in the Past Tense

33. Task 1: Put the verbs in brackets into their proper tenses. • I __________ (write) to him tomorrow. • She asked if you __________ (buy) a new car. • There __________ (be) an auto show next Friday. • Jack told me he _____________ (become) a maintenance receptionist. • 5.Automobile companies promised that more fuel-efficient cars _____________ (design) next year. will write would buy is going to be would become would be designed

34. Task 2: Translate the following into English. • 汽车广告肯定是一个蓬勃发展的产业。 • 如果广告做得好，这款车的销售一定没问题。 • 他告诉我销售会议将推迟。 • 公司明年的汽车广告预算将减少百分之五。 • 据报道丰田（Toyota）公司近期将推出促销活动。 Automobile ads will certainly be an fourishing industry. If the ads do a good job, there will be surely no problem for the car sales. He told me that the sales meeting would be put off. Next year the car company advertising budget will be reduced by 5%. It was reported that there was going to be promotion by Toyota.

35. Section IV Comprehensive Practice (II) Presentation (I) Applied Writing

36. (I) Applied Writing Advertisement People write advertisements to tell what is being promoted or attract customers' eyes. The one trick to writing an advertisement is brevity. The more words or lines you have, the more you pay. So there are three key points: ⊙ Write smartly and briefly ⊙ Use commonly accepted abbreviations ⊙ Try to include more information in fewer words Sample 2 Sample 1

37. Samples 1:

38. Samples 2:

39. Task: • Chang'an Automobile Company will hold an auto show at 9:00a.m. on Friday, March 10 at the company hall. Write an ad for the new auto models following the above samples.

40. (II) Presentation • Task1: Search the library or the internet for the information about • auto ads videos. Choose one or two videos you are interested • in, and try to tell us your understanding on the videos. • Task 2:Design an auto ad of your own. Show it to your classmates and give • a presentation about your concept of the design. Students can choose one of the two tasks, work in groups, and prepare for an in-class presentation

41. Vocabulary indispensable adj. 不可缺少的component n. 元件,组件,成份approximately adv.近似地,大约individual adj.个性的，个别的fuel-efficient adj.耗油低的,燃料消耗低的budget n. 预算 evidence n. 根据,证据 lower-carbon 含碳量更低的 associate v. 与......有关，联合,联想 high-emitting adj. 大排量的 proportion n. 比例,均衡,部份 transmission n. 变速器,传输,传送 vinyl n. 乙烯基 steering n.(汽车或船等的)转向装置 model n. 模型,车型，模范,模特儿 accompany v. 陪伴,带有 distribute v. 分配,散布 elaborately adv. 精巧地，苦心经营地 guarantee n.&v. 保证,担保 compose v.组成,写作,作曲 ownership n.所有权

42. Vocabulary brevity n.简短，短暂 laundry n.洗衣，洗衣店,要洗的衣服 auto show车展 account for(在数量方面)占 road tax 公路税 gas guzzler[美]耗油量极大的汽车, “油老虎" be projected to预期，计划，估计 be ignorant of不重视,不了解 retain v. 保持,保留 partnership n.合作，合伙,合股commission vt. 委任, 委托制作 shift n.变化,移动 priority n.优先权,优先顺序,优先 bias n.偏见 available adj.可用的,有效的,空闲的 mirror v.反映,反射 trick n.计谋，诡计