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1、Who pays?,Expressing doubt; explaining,contradictory adj. 矛盾的 (without agreement; conflicting) e.g. The suspects words are contradictory.,Laura: Hey! Bob: Hey, look! This is a cool TV commercial, “Things go better with Coke!” Laura: I think the Pepsi commercial is just as attractive: “The choice of
2、a new generation!” Bob: Yeah, but (1)_ _. Laura: Thats quite true. They both (2)_ _, but neither gains. Bob: Im afraid the extra costs of advertising will be passed on to the consumers.,Script,(To be continued),the competitors are just canceling out,each others efforts,spend piles of,money to increa
3、se their market shares,Laura: I hear that the advertising produces a good image of a product, and that leads to consumer brand loyalty. Bob: What do you mean by consumer brand loyalty? Laura: It means (3)_ _ and keep buying it. Also, theyre willing to pay more. Bob: It seems contradictory. In other
4、words, (4)_ _, but more advertising means higher costs to the consumers. In the end the winner is of course the company. Laura: Thats true!,(Continued),consumers are loyal to a certain,product,more,sales mean lower production costs,Beware of ads!,Toshiba 东芝（日本电器品牌）,Peter: Mind if I switch channels?
5、(1)_ _. Jane: How can you say that? Watch: “Take Toshiba, take the world.” Fantastic! Theres a product you can depend on. A powerful product. Peter: If I were you, (2)_. Jane: Now, look at this McDonalds commercial! Arent those little kids cute? Oh, and theres such a warm family feeling.,Script,(To
6、be continued),Those TV commercials,are killing me,I wouldnt trust those commercials,Peter: Just how an advertising agency wants you to see McDonalds. (3)_. When they make TV commercials, they use scientific methods to learn what youll like and buy. Jane: Are you telling me those darling little child
7、ren biting into Big Macs (4)_ to get me into McDonalds? Peter: (5)_. Instead, they want the end userthats youto fall in love with their product. Jane: I see. So what youre saying is, “Watch out, or (6)_.”,(Continued),Youre the target audience,are part of a scientific project,Advertisers dont bother
8、with facts any more,commercials will take over your life,Work in pairs and discuss the question.,What could a company do to set up their consumer brand loyalty when customers do not believe in the advertisements?,Instead of traditional ways of advertising, like TV commercials, they could try alterna
9、tive ways, like giving out free samples, organizing group buying (团购), and making membership cards.,Are the free magazines free?,Script,Peter: Jane, whats that magazine youre reading? Jane: (1)_ _. Its got some pretty interesting articles in it. Peter: (2)_. Look at it: Its all advertising. Jane: Ma
10、ybe so, but if (3)_ _, then I dont have to.,(To be continued),Its one of those free magazines you can pick up,around town,Wake up, Jane! Its not free at all,the advertising pays for the,magazine,Peter: Sure you do. (4)_ _. Jane: Still, I think (5)_. It tells me about new products. Peter: A lot of co
11、mpanies spend more money on advertising than on making quality products. Jane: But some commercials are really fascinating. Besides, (6)_ _. Peter: Well, its time to cook dinner.,(Continued),The cost of the ads is built into the,products,advertising serves a useful purpose,you have the freedom to ch
12、oose not to,look at the ads,Work in pairs and discuss the pros and cons of advertisements in magazines.,Pros: It reduces the cost of the publisher, so you can get cheaper or even free magazines. Cons: A magazine that mixes its articles with ads is not easy to read. One problem could be that you cann
13、ot avoid seeing ads when looking for an article. Sometimes, you just cant find the table of contents!,中文的九折译为英文是：10% off或10% discount，切忌将九折说成 90% discount。 请学会下列表达方式： 1) allow 10% discount (on the price of goods) （按照货价打九折） 2) sell at a discount of 15% （八五折出售） 3) be at a discount （商品有折扣） 4) We give a discount for cash. （现金交易可打折扣。）,
