Lesson 26 Wanted: a large biscuit tin
No one can avoid being influenced by advertisements. Much as we may pride ourselves on our good taste, we are no longer free to choose the things we want, for advertising exerts a subtle influence on us. In their efforts to persuade us to buy this or that product, advertisers have made a close study of human nature and have classified all our little weaknesses.
Advertisers discovered years ago that all of us love to get something for nothing. An advertisement which begins with the magic word FREE can rarely go wrong. These days, advertisers not only offer free samples but free cars, free houses, and free trips round the world as well. They devise hundreds of competitions which will enable us to win huge sums of money. Radio and television have made it possible for advertisers to capture the attention of millions of people in this way.
During a radio programme, a company of biscuit manufacturers once asked listeners to bake biscuits and send them to their factory. They offered to pay $10 a pound for the biggest biscuit baked by a listener. The response to this competition was tremendous. Before long, biscuits of all shapes and sizes began arriving at the factory. One lady brought in a biscuit on a wheelbarrow. It weighed nearly 500 pounds. A little later, a man came along with a biscuit which occupied the whole boot of his car. All the biscuits that were sent were carefully weighed. The largest was 713 pounds. It seemed certain that this would win the prize. But just before the competition closed, a lorry arrived at the factory with a truly colossal biscuit which weighed 2,400 pounds. It had been baked by a college student who had used over 1,000 pounds of flour, 800 pounds of sugar, 200 pounds of fat, and 400 pounds of various other ingredients. It was so heavy that a crane had to be used to remove it from the lorry. The manufacturers had to pay more money than they had anticipated, for they bought the biscuit from the student for $24,000.
【New words and expressions】
●influence v. 影響
●pride v. 驕傲
●taste n. 鑒賞力
●exert v. 施加
●subtle adj. 微妙的，難以捉摸的
●advertiser n. 做廣告的人
●classify v. 分類
●magic adj. 有奇妙作用的
●sample n. 樣品
●devise v. 設(shè)計，想出
●capture v. 吸引，贏得
●manufacturer n. 生產(chǎn)廠家，制造商
●wheelbarrow n. 獨輪手推車
●boot n. (汽車尾部的)行李箱
●ingredient n. 配料
●crane n. 起重機
●anticipate v. 預期，預料
重點詞匯
1. influence v. 影響
聯(lián)想記憶——“影響”的表達
have effect on
Eg.: Literature and art have great influence of people’s idelogy.文學和藝術(shù)對人的影響評判有很大的影響。
Don’t be influenced by bad examples.
under the influence of受…影響
Eg.: We are under the influence of advertisements.
have influence over sb 有左右某人的能力
Eg.: A teacher has influence over his students.
on sb's behalf 為某人的利益
exercise influence on sb's behalf 為某人而盡力
Eg.: The boss exercises influence on his employee’s behalf.
比較記憶——influence / affect
influence:通過勸說，行為，榜樣來改變一個人的行為或思想，是潛移默化的影響力
affect: 強調(diào)對......產(chǎn)生不良影響
Eg.: The bad examples will affect a lot number of students .
influential adj.有影響力的
2. pride v./n 驕傲
pride oneself on 為…感到驕傲、夸耀=take pride in / be proud of (不能用于進行時態(tài)或被動語態(tài))
Eg.:He prided himself on his driving skill.
in the pride of 處于狀態(tài)(頂峰)
Eg: She is still young and in the pride of her beauty.
put one’s pride in one’s pocket:控制自尊心 (很形象的表達哦)
3. taste n. 鑒賞力
常用短語
have excellent taste in sth 在…上有極高的品位
Eg.: She has excellent taste in dress.
have /take a taste of 嘗一口，嘗一點
Eg: Oh,let me have a taste of your coffee.
in good/bad taste: 文雅，得體/庸俗，不得體
Eg: The beautiful girl is in good taste.
to one's taste: 合某人的口味，稱某人的心愿
Eg: He did what he wanted to do to his taste.
There is accounting for taste. 人各有所好。
He who has never tasted bitter knows not what is sweet.不知黃連苦怎知蜂蜜甜呢。
近義表達
have appreciation of sth.
He shows little appreciation of good music. 他對優(yōu)美的音樂幾乎沒有欣賞能力。
have an ear for (idm)很有鑒賞力
Jack really have an ear for classical musice, though he told me he likes modern melody best. Jack 對古典音樂真的很有鑒賞力，雖然他告訴我他最喜歡現(xiàn)代旋律。
have an eye for (idm)能欣賞(判斷 )
She has an eye for color and style in clothes.她對衣服的色彩和款式有鑒賞力。
4. exert v. 施加
近義表達
exert sth on sb /sth to do sth： bring (a quality,skill,pressure,etc) into use; apply sth.
Eg.: His wife exerted a lot of pressure on him to change his job.
He likes to exert his authority on us.
exert oneself 努力，盡力(不能用于被動)
Eg.: He never exerted himself to study hard.
exert/make every effort 盡一切努力
5. subtle adj. 微妙的，難以捉摸的=hardly noticeable;敏感的，敏銳的
Eg.: Advertisements exert subtle influence on us.
He is a subtle observer.
聯(lián)想記憶
subtly adv.微妙地，敏銳地
subtleness == subtlety
6. classify v. 分類
Eg.: The books have been classified according to subjects.
形變：
classification n.分類，分級
classified v.分類的，adj.機密的
classifiable adj. 可分類的
classifier n. 分類者
7. capture v. 吸引，贏得，捕獲，俘獲
Eg.: His wonderful performance captured my attention.
The police captured the two thieves.
8. anticipate v. 預期，預料
區(qū)別記憶：
anticipate / expect
anticipate : 預料到
Eg.: Our attack failed because the enemy anticipated.
anticipate:期待，指望，預料
Eg.:We anticipated the enemy would try to cross the river, so we decided to destory the bridge.
expect: 期待，希望某事發(fā)生(不能表示“預料到”這一含義);期待，指望，anticipate ==expect
Eg.: I am not expecting any trouble.
We are anticipating ( expecting ) a large crowd of people at tonight’s meeting.
He is the man who is always anticipating trouble.
anticipate:注重強調(diào)的內(nèi)容以高興和恐懼的心情，期待所想之事或預料之事的發(fā)生
Eg.: The students are anticipating a wonderful vocation.
No one can avoid being influenced by advertisements. Much as we may pride ourselves on our good taste, we are no longer free to choose the things we want, for advertising exerts a subtle influence on us. In their efforts to persuade us to buy this or that product, advertisers have made a close study of human nature and have classified all our little weaknesses.
Advertisers discovered years ago that all of us love to get something for nothing. An advertisement which begins with the magic word FREE can rarely go wrong. These days, advertisers not only offer free samples but free cars, free houses, and free trips round the world as well. They devise hundreds of competitions which will enable us to win huge sums of money. Radio and television have made it possible for advertisers to capture the attention of millions of people in this way.
During a radio programme, a company of biscuit manufacturers once asked listeners to bake biscuits and send them to their factory. They offered to pay $10 a pound for the biggest biscuit baked by a listener. The response to this competition was tremendous. Before long, biscuits of all shapes and sizes began arriving at the factory. One lady brought in a biscuit on a wheelbarrow. It weighed nearly 500 pounds. A little later, a man came along with a biscuit which occupied the whole boot of his car. All the biscuits that were sent were carefully weighed. The largest was 713 pounds. It seemed certain that this would win the prize. But just before the competition closed, a lorry arrived at the factory with a truly colossal biscuit which weighed 2,400 pounds. It had been baked by a college student who had used over 1,000 pounds of flour, 800 pounds of sugar, 200 pounds of fat, and 400 pounds of various other ingredients. It was so heavy that a crane had to be used to remove it from the lorry. The manufacturers had to pay more money than they had anticipated, for they bought the biscuit from the student for $24,000.
【New words and expressions】
●influence v. 影響
●pride v. 驕傲
●taste n. 鑒賞力
●exert v. 施加
●subtle adj. 微妙的，難以捉摸的
●advertiser n. 做廣告的人
●classify v. 分類
●magic adj. 有奇妙作用的
●sample n. 樣品
●devise v. 設(shè)計，想出
●capture v. 吸引，贏得
●manufacturer n. 生產(chǎn)廠家，制造商
●wheelbarrow n. 獨輪手推車
●boot n. (汽車尾部的)行李箱
●ingredient n. 配料
●crane n. 起重機
●anticipate v. 預期，預料
重點詞匯
1. influence v. 影響
聯(lián)想記憶——“影響”的表達
have effect on
Eg.: Literature and art have great influence of people’s idelogy.文學和藝術(shù)對人的影響評判有很大的影響。
Don’t be influenced by bad examples.
under the influence of受…影響
Eg.: We are under the influence of advertisements.
have influence over sb 有左右某人的能力
Eg.: A teacher has influence over his students.
on sb's behalf 為某人的利益
exercise influence on sb's behalf 為某人而盡力
Eg.: The boss exercises influence on his employee’s behalf.
比較記憶——influence / affect
influence:通過勸說，行為，榜樣來改變一個人的行為或思想，是潛移默化的影響力
affect: 強調(diào)對......產(chǎn)生不良影響
Eg.: The bad examples will affect a lot number of students .
influential adj.有影響力的
2. pride v./n 驕傲
pride oneself on 為…感到驕傲、夸耀=take pride in / be proud of (不能用于進行時態(tài)或被動語態(tài))
Eg.:He prided himself on his driving skill.
in the pride of 處于狀態(tài)(頂峰)
Eg: She is still young and in the pride of her beauty.
put one’s pride in one’s pocket:控制自尊心 (很形象的表達哦)
3. taste n. 鑒賞力
常用短語
have excellent taste in sth 在…上有極高的品位
Eg.: She has excellent taste in dress.
have /take a taste of 嘗一口，嘗一點
Eg: Oh,let me have a taste of your coffee.
in good/bad taste: 文雅，得體/庸俗，不得體
Eg: The beautiful girl is in good taste.
to one's taste: 合某人的口味，稱某人的心愿
Eg: He did what he wanted to do to his taste.
There is accounting for taste. 人各有所好。
He who has never tasted bitter knows not what is sweet.不知黃連苦怎知蜂蜜甜呢。
近義表達
have appreciation of sth.
He shows little appreciation of good music. 他對優(yōu)美的音樂幾乎沒有欣賞能力。
have an ear for (idm)很有鑒賞力
Jack really have an ear for classical musice, though he told me he likes modern melody best. Jack 對古典音樂真的很有鑒賞力，雖然他告訴我他最喜歡現(xiàn)代旋律。
have an eye for (idm)能欣賞(判斷 )
She has an eye for color and style in clothes.她對衣服的色彩和款式有鑒賞力。
4. exert v. 施加
近義表達
exert sth on sb /sth to do sth： bring (a quality,skill,pressure,etc) into use; apply sth.
Eg.: His wife exerted a lot of pressure on him to change his job.
He likes to exert his authority on us.
exert oneself 努力，盡力(不能用于被動)
Eg.: He never exerted himself to study hard.
exert/make every effort 盡一切努力
5. subtle adj. 微妙的，難以捉摸的=hardly noticeable;敏感的，敏銳的
Eg.: Advertisements exert subtle influence on us.
He is a subtle observer.
聯(lián)想記憶
subtly adv.微妙地，敏銳地
subtleness == subtlety
6. classify v. 分類
Eg.: The books have been classified according to subjects.
形變：
classification n.分類，分級
classified v.分類的，adj.機密的
classifiable adj. 可分類的
classifier n. 分類者
7. capture v. 吸引，贏得，捕獲，俘獲
Eg.: His wonderful performance captured my attention.
The police captured the two thieves.
8. anticipate v. 預期，預料
區(qū)別記憶：
anticipate / expect
anticipate : 預料到
Eg.: Our attack failed because the enemy anticipated.
anticipate:期待，指望，預料
Eg.:We anticipated the enemy would try to cross the river, so we decided to destory the bridge.
expect: 期待，希望某事發(fā)生(不能表示“預料到”這一含義);期待，指望，anticipate ==expect
Eg.: I am not expecting any trouble.
We are anticipating ( expecting ) a large crowd of people at tonight’s meeting.
He is the man who is always anticipating trouble.
anticipate:注重強調(diào)的內(nèi)容以高興和恐懼的心情，期待所想之事或預料之事的發(fā)生
Eg.: The students are anticipating a wonderful vocation.