Part C

Additional Listening

A Passage             Different Kinds of Advertising

Listen to the passage and fill in the blanks with the missing information.

Script

Different Kinds of Advertising

Advertising is an important part of marketing. Very few companies are able to sell a product without advertising. It is possible, but very unlikely. There are many different kinds of advertising. The simplest is called promotion. Promotion is using brochures or pamphlets to advertise. Theses can be handed to people on the street or they can be mailed. If they are mailed, it is called direct mail advertising. After direct mail advertising, there are: newspaper advertising, radio advertising, magazine advertising and television advertising. Newspaper advertising is the cheapest kind, while television is the most expensive.

Television ads are generally used by large companies selling a product to a large market segment. Television advertising can be very successful because it reaches such a large audience. Small companies may find television advertising too expensive, so they often use newspapers to advertise. However, large companies also like newspapers because of their wide circulation.

Movie Time

Watch a video clip. After watching it, read the paragraph summarizing the features of Ferrari. Fill in the blanks according to what you have got from the video clip.

Word Bank

Ferrari        n. 法拉利

one and a quarter tons  1.5吨（车重）

sports car        跑车

precision      n. 精确性

ultimate      adj. 终极的

fusion        n. 熔合，联合

conjure       vt.（变魔术般地）变出

aura          n. 光环，气氛

mystique      n. 神秘性

Formula One     一级方程式赛车大奖赛（全称Formula 1 Grand Prix，简称F1。法拉利车队是最著名的车队之一。）

the open road     在野外（这里指的是非赛车场）

iconic        adj. 图标的，象征性的

handcraft     adj. 手工艺品标准的

Script:

Ferrari. For decades one of the most legendary names of automobiles. Now a new model is hitting in the streets. One and a quarter tons of high performance sports car. Engineered with the precision of spacecraft. The fastest, most powerful production car Ferrari has ever designed. And this is where it's being made inside Ferrari's Ultimate Factory.

Ferrari. To some, it's a car. To others, it's a work of art. To many, it's the perfect fusion of both. The name Ferrari conjures high performance and breathtaking design. Few cars carry such an aura of legend and mystique through the decades. The Ferrari of the Formula One track. The winning its name in the history of sport.

The Ferrari in the open road. An iconic sports car of the ages. Whether for the race track or for the road, every Ferrari is handcrafted.

Exercise

The name of Ferrari is (1)________ for many years. Its new high performance sports car weighs as heavy as (2)________. Its engineering is as precise as (3)__________. The design of Ferrari is famous for its (4)_______ and (5)_______. Most people regard Ferrari both as (6)______ and as (7)_______. In the Formula One track, Ferrari (8)______ its name. Nowadays, Ferrari is well-known not only in the race track but also in the open road.

Keys for reference

The name of Ferrari is (1) legendary for many years. Its new high performance sports car weighs as heavy as (2) 1.5 tons. Its engineering is as precise as (3) spacecraft. The designed production of Ferrari is famous for its (4) speed and (5) power. Most people regard Ferrari both as (6) a car and as (7) a work of art. In the Formula One track, Ferrari (8) has won its name. Nowadays, Ferrari is well-known not only in the race track but also in the open road.

Part D

Test Your Listening

A Compound Dictation

Listen to the passage three times and supply the missing information.

Advertising is an important part of the free enterprise 1) system. This is because different businesses are 2) competing for the same market. For this reason, they buy advertising 3) space in newspapers or magazines and advertising time on radio or TV. They each hope that advertisements will increase 4) demand for their products.

In order to do well in the market, advertisers need to decide on a target; in other words, who are possible 5) buyers for their product? For example, what is the age and sex of their target group? How much education do they have? What are their political 6) beliefs and values? How much money do they make? Some companies such as McDonald’s target various groups, so they have many different ads—one for 7) teenagers, one for families and several in different languages.

8) After advertisers decide on who, they need to determine where. What is a good place for their advertisement? Sellers of toys often advertise during children’s TV programs on Saturday morning. Sellers of expensive clothing advertise in Vogue and other fashion magazines.

9) Advertisers also need to think about people’s motivation—their reasons for buying something. What makes people buy one product but not another? There are many possible reasons: health, profit, love, entertainment, etc. A study of advertising can also be a study of psychology. 10) When we think about the products that people buy, we learn about their needs, wants, fears, and values.