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New Practical English 3

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Branding is worth a lot Branding is worth a lot

TV advertising makes TV advertising makes your products widely your products widely knownknown


Sample 1Sample 1Sample 1Sample 1

Branding is worth a lot. Branding is worth a lot.

Jack: Wow, you look so cool today.Rose: Thank you! My suit makes me feel

confident.Jack: Yes, it fits you perfectly. May I have

the price, if you don’t mind?Rose: Of course not. RMB3 000.Jack: Woe? That’s so expensive!Rose: Yes, but look at the brand name. It’s

Versace. It’s a first class brand known all over the world.

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Branding is worth a lot. Branding is worth a lot.

Jack: That’s why it costs so much.Rose: No, that’s why it’s worth so much.Jack: Oh, yes. The world’s first famous

brand can command the highest prices.



Bob: We intend to launch our new products soon. Could you offer some suggestions for us?

Mary: Advertising is the key to the success of your goods. That is my suggestion to you. You should invest in advertisements.

Bob: Yes. We are planning to advertise in several newspapers. Could you please recommend one for us?

Mary: Choose a newspaper that has a large circulation.

TV advertising makes your TV advertising makes your products widely knownproducts widely known




Mary: What’s your marketing budget this time?Bob: What do you mean by budget?Mary: The choice of advertising depends on how

much you are prepared to pay.Bob: I see. We will spend whatever is necessary to

advertise well.Mary: In that case I recommend you pursue TV

advertising, because TV commercials are




much more successful in informing people of your products.

Bob: Thank you for the advice. You’ve greatly helped me.



Here is a group of short dialogues. Follow the examples and make more conversations with your partner. Here is a group of short dialogues. Follow the examples and make more conversations with your partner.

A: These days there are so many commercials on A: These days there are so many commercials on TV, which makes me sick.TV, which makes me sick.

B: I enjoy commercials. I think they are positive B: I enjoy commercials. I think they are positive for us.for us.

A: What could be possibly positive about A: What could be possibly positive about commercials?commercials?

B: Don’t you think ads have become more vivid B: Don’t you think ads have become more vivid and artistic nowadays?and artistic nowadays?

Task: Ask your partner about his or her opinion on commercials.

LetLet’’s Talk. s Talk. LetLet’’s Talk. s Talk.




A: What do you think of the slogan “It gives my A: What do you think of the slogan “It gives my hair a top-quality look”?hair a top-quality look”?

B: Well, it’s concise but a bit dull.B: Well, it’s concise but a bit dull.A: What about this one: “It gives my hair super A: What about this one: “It gives my hair super

shine, super touch, and leaves it smelling as shine, super touch, and leaves it smelling as fresh as a meadow”?fresh as a meadow”?

A: Terrific. This one is vivid and attractive.A: Terrific. This one is vivid and attractive.

Task: Discuss an ad on the hairstyle you like.




A: We are considering advertising our product. A: We are considering advertising our product. What do you think of that?What do you think of that?

B: I think ads are quite necessary. They give B: I think ads are quite necessary. They give publicity to your products and generate publicity to your products and generate popularity within the public.popularity within the public.

A: I agree. But I’m just wondering where to A: I agree. But I’m just wondering where to advertise.advertise.

B: Then why not go to an advertising agent?B: Then why not go to an advertising agent?

Task: Talk about the function of advertising.




A: Advertising on TV is very expensive.A: Advertising on TV is very expensive.B: Costly as it is, it is worth the price.B: Costly as it is, it is worth the price.A: Why do you think so?A: Why do you think so?B: It has the advantages of mass coverage, great B: It has the advantages of mass coverage, great

impact and high flexibility.impact and high flexibility.

Task: Talk about the advantages of advertising on TV.



1. Imagine you are in charge of a company’s advertising affairs. You are discussing your new advertising idea with your agent. Fill in the blanks according to the Chinese version provided.


You: I’d like to have a discussion with you about ____________________________________________ ( 我们电脑广告的标题） .

Agent: Yes. To some extent, _______________________ _____________( 标题比正文更重要） .

You: Absolutely. What’s your suggestion?

the headline of the advertisement for our computers

headline of the advertisement

the headline is more important

the body

than the body




Agent: Well, _____________________________ ( 你觉得这个标题怎样）？“ Computer changes your life.”?

You: Em… ___________________( 有点太平淡了） .Agent: It’s very hard to settle the headline right now. _______

____________________________________? ( 我们先讨论正文好吗？）

You: OK.

What do you think of this headline

what do you think of…

it’s a little too plain

too plain

Shall wediscuss the body of the advertisement first


2. Imagine you are a clerk of an advertising company. You are talking with your client. Play your role according to the clues given in the brackets.


Client: We intend to ask you to advertise for our company. Could you give me a brief account of your company?

You: _____________________________________. （告诉他你的公司主要从事户外广告。）

Client: Which place do you recommend for placing our billboards?

We mainly deal with outdoor advertising

outdoor advertising




You: __________________________________________________________________. ( 告诉他广告地点的选择取决于他打算付多少费用。）

Client: Advertising in the center of the city must be very expensive, isn’t it?

You: _______________________________________ ( 同意他的看法。告诉他广告能使他公司的产品家喻户晓。） .

Client: We would like you to arrange them at suitable sites.

The choice of an advertising place depends on how much you are prepared to pay

depends on

Yes, but it can make your product widely known

widely known


1. Classified Ads are very convenient and informative.

分类广告信息量大，而且非常方便。2. For more information, please refer to our catalogu

e.更多信息请查阅我们的宣传手册。

3. Some try to exaggerate the quality of their products in advertisement to gain the instant profit, but it turns out to be a big failure in the end.

一些人试图在广告中夸大产品的质量来获得眼前的利益，但这种做法最终只能带来更大的失败。

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4. To make full use of the advertisement, we should build a creditable atmosphere in the business circle.

为了充分利用广告，我们需要在商界营造诚信氛。5. What do you think of the idea of advertising?.

你对这个广告有什么看法？。6. Shall we put our advertisement in the newspaper

or on television? 我们是在报刊还是电视上打广告呢？

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7. To some degree, the headline is more important than the body.

从某种程度上讲，标题比正文更重要。 8. Product quality is surely important, but advertisi

ng can never be neglected. 产品的质量当然重要，但也不应忽视广告的作用。

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