II. Listening Skills
1-i  2-a  3-f  4-b  5-c  6-d  7-h  8-g  9-e
III. Listening In
Task 1: The Influence of Advertising
Richard: Dad, I need a pair of new shoes for an important basketball game. My old ones look kind of funny.
Father:  Funny! We just bought those last spring. There’s a lot of life left in them.
Richard: But look at this ad with Yao Ming. He says these shoes give him extra spring.
Father:  Yao Ming is so tall that he doesn’t need extra spring. Anyway, he makes money than I do. And they probably give him millions of dollars to wear those shoes.
Richard: But if you bought me the shoes, I’d wear them for nothing. And I’d have that extra spring.
Father:  Do you think Yao Ming reached the top just because of the shoes he wears? Or was it something else?
Richard: You mean like hard work, dedication, that sort of thing?
Father:  Exactly. Just focus on your studies and forget the shoes.
1. shoes    2. look kind of funny    3. there is still a lot of life left    4. ad   
5. give him extra spring    6.as much money    7. need extra spring  8. millions of dollars          9.wearing the shoes    10. wear        11. for nothing        12. reach the top
13. because of    14. something lese    15. hard work and dedication
16. focus/concentrate on his studies    17. forget
Task 2: I’ll get a camera.
One day just before closing time, John rushed into a TV store to buy a color TV set with the
money he had saved for three months. The friendly shop assistant was waiting for the day’s last and 100th customer to reach his sales target for his bonus, so he warmly greeted John and showed him the various models on display. He asked John to see how sharp and colorful the imagine on the screen was. At that moment, a new commercial came onto the screen, introducing a popular brand of camera as well as some beautiful pictures it had taken. The camera and pictures attracted John. He suddenly changed his mind and told the shop assistant: “Thank you for the TV commercial. Now I have to hurry to the camera store to get that camera.”
1.T  2.F  3.F  4.T  5.F
Task 3: Don’t even think about it!
“Don’t even think about it!” is a phrase commonly used in the United States when a person emphatically denies or refuse something.
In 1995, Shaquille O’ Neal, a popular basketball player, made a Pepsi commercial in which
this phrase was used. The commercial begins with Shaq playing basketball, and a little kid is watching him. Then the boy cries out the name of this basketball star. Shaq turns to see the kid with a Pepsi n his hand. He walks over to the boy and says, “Hey, can I have it?” He bends over, supposing that his admirer will give him the Pepsi. But then the kid says, “Don’t even think about it!” This commercial was rather popular, and it had been shown on TV for about three years. The commercial seems to have a more dramatic effect than that produced by the Coca-Cola company in the 1970s. In the Coke ad a young boy meets football star “Mean” Joe Green as he is leaving the field a game. The boy gives his hero a bottle of Coke, and in exchange for the drink, the football player throws to the boy, who excitedly catches the souvenir.
The phrase “Don’t even think about it!” is used on many other occasions. Visitors to New York City are often amused to see a road sign with these words: “Don’t even think about parking here.” This road sign means that people are strictly prohibited from parking there.
1. A  2.D  3.B  4.C    5.C
IV. Speaking Out
Model 1 Who pays?
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 a new generation!”
Bob:  Yeah, but the competitors are just canceling out each other’s efforts.
Laura: That’s quite true. They both spend piles of money to increase their market shares, but neither gains.
Bob:  I’m afraid the extra costs of advertising will be passed on to the consumers.
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 consumers are loyal to a certain product sort out the factsand keep buying it. Also, they’re willing to pay more.
Bob:  It seems contradictory. In other words, more sales mean lower production costs, but more advertising means higher costs to the consumer. In the end the winner is of course the company.
Laura: That’s true!
Now Your Turn
A: Look, “Make yourself heard!” The Ericsson’s TV commercial is so cool.
B: I think the Nokia’s commercial is just as fascinating: “Connecting People.”
A: I’m afraid consumers will have to pay for the advertising.
B: I hear that the advertisements create as a favorable on\mage of a product, and that leads to    consumer brand loyalty.
A: Could you explain “consumer brand loyalty”?
B: I mean consumers identify with the product and keep buying it. Sometimes they’re even willing to pay more.

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