Bài giảng môn đọc tiếng anh 4 en32 thi tự luận

BÀI GIẢNG MÔN ĐỌC TIẾNG ANH 4 EN32 THI TỰ LUẬN Ghi chú: Có bản dịch tiếng việt ở cuối tài liệu Tài liệu này dùng để đi thi. UNIT6: ADVERTISING — The Harder Hard Sell Read the text and do the activities that follow. The Harder Hard Sell It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didnt know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain. The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of longterm changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With betterinformed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.

BÀI GIẢNG MÔN ĐỌC TIẾNG ANH EN32- THI TỰ LUẬN Ghi chú: Có dịch tiếng việt cuối tài liệu Tài liệu dùng để thi UNIT6: ADVERTISING — - - The Harder Hard Sell Read the text and the activities that follow The Harder Hard Sell It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn't know which half The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain The advertising industry is passing through one of the most disorienting periods in its history This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work The media are the message But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion How will the money be spent? There are plenty of alternatives to straightforward advertising They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more These have become such an inseparable part of the industry that big agencies are now willing to provide most of them As ever, the debate in the industry centers on the best way to achieve results It is more cost-effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist's newspaper? Should you launch a new car with glossy magazine ads, or - as some car makers now - simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30-second commercial during this year's Super Bowl? Net Sales Such decisions are ever harder to make For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the internet (see chart 1) No one knows just how important the internet will eventually be as an advertising medium Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers But not everyone uses internet and nor is it seen as being as being particularly good at building brands So far, the internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly Despite all of these new developments, many in the advertising business remain confident Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers They did pose huge creative challenges, but that's OK, he maintains: “The advertising industry is relentlessly inventive; that's what we do.” I Use of us media, hours per person, per year — Radio Consumer internet Cable & satellite TV I Daily newspapers Broadcast TV 600 400 "i -1 I I -1 -I -Ị r 1997 98 99 2000 01 02 03 04 VOCABULARY FOCUS Vocabulary Building Exercise 6.1 Choose the best answer (a, b or c) for each sentence bellow Which group of words all collocates with advertising? a space, agency, campaign b placement, audience, print c advert, TV, target A good advertising campaign _ its message to its target audience a informs b says c communicates Advertising by phone call is also called a hard sell b telemarketing c publicity Product placement means a putting a product at the entrance to a supermarket b arranging for a product to appear in a film or TV programme c securing the product's position on the market _ on advertising increases every year a To spend b Spent c Spending Many celebrities earn money by _ products in the media a endorsing b endorsed c endorsement We plan _ the teenage market a target b targeting c to target My boss asked me to _ the stand at the trade fair a set up b put on c make over When he's telling a story, it takes him ages a to cut a long story short b to get to the point c to turn it out 10 A successful advertising campaign relies on the art of a persuasion b exhibition c endorsement Vocabulary Skills Suffixes A suffix is a combination of letters added at the end of a word or word root Its purpose is either to form a new word or to show the function of the word For example, the suffix -er indicates a person who does something, so the word “teacher” indicates person who teaches By learning the suffixes, we can form or recognize the function of words The following is a list of common suffixes Noun Suffixes People things -ee; -eer; - er; -or Examples: employee, worker, visitor, engineer People associated with things and place Feminine forms -an; -ian; - ist Examples: Mexican, musician, artist -ess; -ine/trix Examples: hostess, waitress, heroine/aviatrix Diminutives -et; -let; -ling; -ule; -en Examples: pocket, booklet, chicken, maiden, duckling, molecule The states of being -age; -al; -ance/ence; - ary; -dom; -hood; ion/sion/tion; -ism; -ity; -ment; - ness; - ship Examples: storage, approval, acceptance, functionary, kingdom, development, greatness Contain or hold a quantity -ful Examples: mouthful, handful Adjective Suffixes -able; -ible; -ant; -ent; Adverb Suffixes -er;- est; -ly Examples: hader, faster, -some; -ous; -worthy; - ly; hardest, fastest, slowly, quickly -y; -ful/less; -er; - east -ary; -ory; -ish; -like; Verb Suffỉxes -ate; -en; -fy, -ify, -ize Examples: speculate, soften, sharpen, purify, tranquilize Examples: responsible, sensory, Godlike, ladylike, dangerous ,trustworthy Exercise 6.2 Use the right forms of words given and fill in the blanks in the following passage People are tiring of ads in all their forms A recent study by Yankelovich partners, an American consultancy, says that (1 resist) _ to the growing intrusiveness of marketing and (2 advertise) _ has been pushed to an all-time high It has been calculated that the average (3 America) _ is subjected to some 3,000 advertising messages everyday If you add in everything from the badges on cars to slogans on sweatshirts, the ads in newspapers, on taxis, in subways, computer pop-ups and even playing on TVs in lifts, then people could be exposed to more than that number just getting to the office “People are getting harder to influence as (4 commerce) _ clutter invades their lives,” say a recent report by Deutsche Bank It examined the (5 effect) of TV advertising on 23 new and mature (brands) of (6 package) _ goods and concluded that in some cases it was a waste of time The (7 effect) of advertising is a hugely controversial area (8 convention) wisdom in the industry is that sales may well increase for a certain period even after the advertising campaign ends, but there comes a point when sales start to decline and it becomes (9 extreme) _ expensive to rebuild the brand SKILLS FOCUS Reading for Main Ideas Exercise 6.3 The following questions refer to information given in paragraphs 1- Which paragraphs are referred to in each? Why have some forms of advertising become ineffective? What are the two weaknesses of the internet as an advertising medium? What new services have advertising agencies started to offer? What happened in the past when new advertising media appeared? How much does it cost to advertising at peak viewing time in the USA? What promotion of the money spent on advertising may be wasted? Reading for Details Exercise 6.4 A B Are the following statements about chart true or false? Americans are spending more time reading newspapers Broadcast television is more popular than satellite and cable TV The number of radio listeners has increased significantly Internet usage doubled during the period from 2000 to 2003 Complete the sentences using chart and were the two media on which advertisers spent the most In the print media, was the least popular medium with advertisers accounted for a little over double the amount In broadcasting, spent on radio Reading Skills Distinguishing Facts from Opinions What is the difference between fact and opinion, and what does it matter, anyway? It matters a great deal, especially when it comes to reading comprehension During your life, you'll be exposed to a wide variety of literature, ranging from analytical articles based on cold hard facts to fictional novels that arise wholly from the author's imagination However, much of what you read will be a mixture of facts and the author's opinions Part of becoming a critical reader means realizing that opinions are not evidence; for opinions to be valid, they must be supported by cold, hard facts Facts are: • • • Things known for certain to have happened Things known for certain to be true Things known for certain to exist Opinions, on the other hand, are: • • • Things believed to have happened Things believed to be true Things believed to exist As you can see, the key difference between fact and opinion lies in the difference between believing and knowing Opinions may be based on facts, but they are still what we think, not what we know Opinions are debatable; facts are not Using Facts to Support Opinions Reasonable opinions are those based on fact; and indeed, that is what much of writing is: the writer's opinion (an assertion about his or her subject) supported by facts or other evidence This is a good topic sentence, and it's an opinion Now, a good writer will show his or her readers that this opinion is valid by supporting it with facts For example: James is a terrific boss He always asks us how we're doing He lets us leave early or come in late when we have to take care of our children He always gives holiday bonuses And he offers tuition reimbursement for any course, even if it has nothing to with ourposition Notice how the topic sentence states an opinion, whereas the rest of the sentences support that opinion with facts about how James treats his employees Now that paragraph is much more effective than something like this: James is a terrible boss I really don't like him He just can't get along with people And he has stupid ideas about politics Why is the first paragraph so much better? Because it's not just opinion It's opinion supported by evidence The second paragraph is all opinion Every sentence is debatable; every sentence tells us what the author believes is true, but not what is known to be true The author of the second paragraph doesn't provide any evidence to support why he or she thinks that James is such a lousy boss As a result, we're not likely to take his or her opinion very seriously In the first paragraph, on the other hand, the writer offers concrete evidence for why he or she believes James is a great boss After the initial opinion, the writer provides facts specific things James does (which can be verified by other observers) that make him a good boss You may still not agree that James is a great boss, but at least you can see exactly why this writer thinks so Distinguishing Facts from Opinions When you read academic materials, very often you will have to distinguish between facts and opinions - between what the writer thinks and how the writer supports what he or she thinks, between what is proven to be true and what needs to be proved A good test for whether something is a fact or opinion might be to ask yourself, “Can this statement be debated? Is this known for certain to be true?” If you answer yes to the first question, you have an opinion; if you answer yes to the second, you have a fact Exercise 6.5 A Try these questions on the following statements Read them carefully, and then write F in the blank if the statement is a FACT and O if it is an OPINION The answers appear right after the questions The Academy Awards honor the film industry The Academy Awards are always fun to watch _ More independent films should win Academy Awards _ The Academy Awards are an annual event