新概念英语第三册的课文 (26)

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, or they bought the biscuit from the student for $24,000.

New words and expressions 生词和短语

influence
v. 影响

pride
v. 骄傲

taste
n. 鉴赏力

exert
v. 施加

subtle
aj. 微妙的，难以捉摸的

advertiser
n. 做广告的人

classify
v. 分类

magic
adj. 有奇妙作用

sample
n. 样品

devise
v. 设计，想出

capture
v. 吸引，赢得

manufacturer
n. 生产厂家，制造商

wheelbarrow
n. 独轮手推车

boot
n. （汽车尾部的）行李箱

ingredient
n. 配料

crane
n. 起重机

anticipate
v. 预期，预料

参考译文

没有人能避免受广告的影响。尽管我们可以自夸自己的鉴赏力如何敏锐，但我们已经无法独立自主地选购自己所需的东西了。这是因为广告在我们身上施加着一种潜移默化的影响。做广告的人在力图劝说我们买下这种产品或那种产品之前，已经仔

细地研究了人的本性，并把人的弱点进行了分类。
做广告的人们多年前就发现我们大家都喜欢免费得到东西。凡是用“免费”这个神奇的词开头的广告很少会失败的。目前，做广告的人不仅提供免费样品，而且还提供免费汽车，免费住房，免费周游世界。他们设计数以百计的竞赛，竞赛中有人可赢得巨额奖金。电台、电视使做广告的人可以用这种手段吸引成百万人的注意力。
有一次，在电台播放的节目里，一个生产饼干的公司请听众烘制饼干送到他们的工厂去。他们愿意以每磅10美元的价钱买下由听众烘制的最大的饼干。这次竞赛在听众中引起极其热烈的反响。不久，形状各异，大小不一的饼干陆续送到工厂。一位女士用手推车运来一个饼干，重达500磅左右。相隔不一会儿，一个男子也带来一个大饼干，那个饼干把汽车的行李箱挤得满满的。凡送来的饼干都仔细地称量。最重的一个达713磅，看来这个饼干获奖无疑了。但就在竞赛截止时间将到之际，一辆卡车驶进了工厂，运来了一个特大无比、重达2,400磅的饼干。它是由一个大学生烘制的，用去1,000多磅的面粉、800磅食糖、200磅动物脂肪及400磅其他各种原料。饼干份量太重了，用了一台起重机才把它从卡车上卸下。饼干公司不得不付出比他们预计多得多的钱，因为为买下那学生烘制的饼干他们支付了24,000美元。


New words and expression 生词和短语

Influence v.影响 （= have effect on）

-- Literature and art have great influence on people’s ideology.

文学和艺术对人们的思想形态有很大的影响力。

-- ideology n.思想体系, 意识形态, 思想方式

-- Don’t influenced by bad examples. 不要受这些坏事的影响。

Under the influence of… 受…的影响

-- We are under the influence of advertisement.

Have influence over sb. 有左右某人的能力

-- A teacher has influence over his students.

Exercise influence on sb’s behalf

exercise vt.发挥, 实[履]行, 运用, 行使

on sb.'s behalf 为了某人的利益, 代表某人

behalf n.利益

-- What others think exercises great influence on most of us.

别人的想法对我们多数人产生很大的影响。

-- The boss exercises influence on employee’s behalf.

Influence / affect的区别：

influence 指“通过说服、举例等对行动、思想、性格等产生不易觉察到的,潜移默化的影响”

affect 指“产生的影响之大足以引起反应”,着重“影响”的动作, 有时含有“对...产生不利影响”的意思。

The bad examples will affect a lot number of students.

Influential adj.有影响的, 有势力的



Pride v.骄傲 （proud adj.自豪的, 得意的, 骄傲的）

pride oneself on(upon)… 为

…而感到骄傲 -- He prided himself on his driving skill.

take pride in… 以...为傲

be proud of… 以...为荣, 以...自豪

pride n.自豪, 自尊(心), 骄傲, 傲慢

in the pride of 处于最佳状态, 处于全盛时期 -- She is still young and in the pride of her beauty.

put one's pride in one's pocket 忍辱含垢, 抑制自尊心



Taste n.鉴赏力 -- She has excellent taste in dress.

a taste of 尝一口, 尝一点 -- Oh, let me have a taste of your coffee.

in good taste 得体, 大方 -- The beautiful girl is in good taste.

In bad taste 粗俗, 不礼貌

taste of 有什么的味道 -- The dish taste of fish. 这道菜有鱼腥味。

to one’s taste 合某人的口味, 称某人的心愿

-- He did what he wanted to do to his taste.

There is accounting for taste. 【谚】人各有所好。

He who has never tasted bitter knows not what is sweet. 不知黄连苦, 哪知蜂蜜甜。

-- Bitter adj.有苦味的, 苦的, 痛苦的

testable adj.(= tasteable)可尝的, 滋味好的 tasteful adj.有鉴赏力的

tasteless adj.没味道的, 无鉴赏力的

taste blindness n.味盲 taste marker 时尚的首创者



Exert v.施加

Exert sth on sb

-- His wife exerted a lot pressure on him to change his job.

-- He likes to exert his authority on us.

Exert oneself to do sth. 努力, 尽力, 出力

-- He never exert himself to study hard.

exert every effect 尽一切努力 exertion n.尽力, 努力, 发挥 n.行使, 运用



Subtle adj.微妙的, 难以捉摸的（敏感的, 敏锐的）

-- He is a subtle observer. 他是一个敏锐的观察家。

Subtly adv.敏锐[感]的, 有辨别力的, 微妙的

Subtlety = Subtleness n.微妙, 明敏, 聪明



Advertiser n.做广告的人

Advertise v.做广告, 登广告 Advertisement n.广告 Advertising n.广告业, 广告 adj.广告的



Classify v.分类

-- The books are classified according to the subject. 这些书已经按学科分类了。

-- subject n.题目, 主题, 科目, 学科

classification n.分类, 分级, 分类法 classified adj.分类的 adj.机密的

classifiable adj.可分类的 classifier n.分类者,分类器



Magic adj.有奇妙作用的

Sample n.样品

Devise v.设计, 想出



Capture v.吸引, 赢得 -- His wonderful performance captured my attention.

Capture vt.俘获, 捕获, 夺取 -- The police capture the two thieves.



Manufacturer n.生产厂家, 制造商

Wheelbarrow n.独轮手推车

Boot n.（汽车尾部的）行李箱

Ingredient n.配料

Crane n.起重机



Anticipate v.预期, 预料

Anticipate vt.占先, 抢先, 预料到, 预先做准备

-- Our attack failed because the enemy anticipated.

我们的进攻失败了, 因为敌人预先做了准备。

-- We anticipated the enemy would try to cross the river, so w

e decided to destroy the bridge.

我们预料到敌人会通过这条河, 所以我们决定把桥摧毁。

Anticipate（vt.期待, 预期）= expect（vt.期待, 预期）

-- We are expecting/anticipating a crowed of people at tonight’s meeting.

Anticipate强调以高兴或恐惧期待所想之事。

-- He is a man who is always anticipating trouble. 他是一个总是把结果想得很坏的人。

-- The students are anticipating a wonderful vacation.（n.假期, 休假）

wanted vt.征求, 招聘（报刊广告等用语）

biscuit n.饼干, 小点心 tin n.罐, 听

avoid vt.避免, 消除

Advertisement n.广告（有两种读音）

Advertise, Advertising, Advertiser（都只有一种读音）

Ourselves

Effort n.努力 Product n.产品, 制品

Close adj.谨慎的, 彻底的, 严格的

Weakness n.弱点, 缺点, 虚弱, 软弱

Enable vt.使能够（有两种读音）

Manufacture vt.制造, 加工

Manufacturer n.制造业者, 制造商

Manufactory n.制造厂, 工厂

Manufacturable adj.可制造的

Manufactured adj.人造的

Bake v.烘焙, 烤

bring in v.生产, 挣得, 介绍引进

barrow n.手推车

weigh vi.重(若干)

come along 一起来, 一道走

boot n.[美]长统靴, [英](汽车的)行李箱

send vt.(sent, sent, sending)送, 寄, 发送

were

weigh vt.称...重量, 称

close （s发z）

lorry n.卡车, 载重汽车（美作：truck）

various adj.不同的, 各种各样的



Text 课文

Who won the prize for the biggest biscuit?

No one can avoid being influenced by advertisements.

= Advertisements always exerts influence on everybody.

No, avoid双重否定

-- No students can avoid being influenced by their teachers.



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.

Much as we may pride ourselves on our good taste,…

= Although we may pride ourselves on our good taste very much,…

引导让步状语从句的词有：though, although, as

用as引导让步状语从句时, 句子要采用倒装形式：（adj./adv./n./v.要用在as之前）

1> adj.+ as +主语+谓语

-- Rich as he is, he is not happy. 他虽然有钱, 但是他不幸福。

-- Tired as I was, I tried to help them.

2> adv.+ as +从句

-- Much as I like you, I will not marry you.

-- Much as I hate do it, I must stay home and study English.

3> v.+ as +主语+阻动词

-- Try as they may, they will never success.

-- Object as my parents may, I decide to do it.



采用不同的句子结构、不同的词汇表达同一个语义：

No one can avoid being influenced by advertisements.

= 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.

Effort n.努力, 成就（需要耗费精神或体力的事情, 不可数名词）

-- It took a lot of effort to lift the box.

-- A great deal of effort has gone into this exhibition.

Effort n.努力（可数名词）

Make every effort

-- We are making every effort to study English.

In one’s effort to do 为了干好某事

-- The company is selling off some of its buildings in their efforts to save money.

-- sell off 廉价卖清

-- In their effort to study English well, they spend a lot of time every day.



本句= Advertisers make every effort in order to sell their products.

Close adj.谨慎的, 彻底的, 严格的

Make a close(careful) study of… 对…做了仔细的研究



Advertisers discovered years ago that all of us love to get something for nothing.

Discover = find out

Get something for nothing = get something free

-- Free adj.adv.免费的



An advertisement which begins with the magic word FREE can rarely go wrong.

Wrong adv.错误, 不对

-- You've spelt the word wrong. 你把这个单词拼错了。

-- get it wrong 弄错（意思）, 误会

-- go wrong弄错, 变坏了

-- The Big Ben rarely goes wrong.



These days, advertisers not only offer free samples, but free cars, free houses, and free trips

round the world as well.

these days n.现在, 目前

Not only…but…as well



They devise hundreds of competitions which will enable us to win huge sums of money.

Devise vt.设计

-- They have devised the best way to have the party.

Enable sb to do sth 使某人能够做某事

-- Hard work will enable us to pass the examination, otherwise, no way.



Radio and television have made it possible for advertisers to capture the attention of millions

of people in this way.

Make it possible for sb to do sth

-- His few material possessions make it possible for him to move form place to place with ease.

-- ease n.容易, 不费力 n.舒适, 悠闲

-- The money he won made it possible for him to make a tour around the world.



Capture the attention of sb

= catch / receive / arrest / draw the attention of sb

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.

Baked…：过去分词短语做定语

The response to this competition was tremendous.

response = reaction 反应

Before long, biscuits of all shapes and sizes began arriving at the factory.

Before long（不久以后）= soon（adv.立刻, 不久）= shortly（adv.立刻, 不久）

biscuits of all shapes, biscuits of all sizes

shoes of all sizes

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.

Occupy（vt.占有, 拥有, 占领, 占据）= take up 占据

All the biscuits that were sent were carefully weighed.

The largest was 713 pounds. It seemed certain that this would win the prize.

We (人称代词)后能加sure, 也能加certain（we are sure that…）

It后只能加certain（It is certain that…）

But just before the competition closed, a lorry arrived at the factory with a truly colossal

biscuit which weighed 2, 400 pounds.

Close = end

Colossal adj.巨大的, 庞大的

It had been baked by a college student who had used over 1, 000 pounds of flour, 800 pounds

20 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.

Remove（vt.vi.拿走, 撤走, 除去）= unload（vt.卸货, 卸下）

The manufacturers had to pay more money than they had anticipated, for they bought the

biscuit from the student for ＄24, 000.

than they had anticipated = than they had expected



Multiple choice questions 多项选择

1>D tempt vt.诱惑, 引诱, 吸引, 使感兴趣

disposal n.处理, 处置, 布置, 安排, 配置, 支配 promote vt.宣传，推销（商品）

2>A 3>C 4>C be proud of

5>B love doing / love to do

6>A 本句描述的是事实, 不该用if条件语句。

当修饰主语的定语从句过长而谓语过短, 一般将定语从句置于句位。

7>C in length（adv.长度）, in height in width（adv.宽度方向上）, in weight, in depth

8>D

9>C some or other (不确定的)某一个 = this or that one or other 或者这个, 或者那个

10>D attraction n.吸引, 吸引力

11>B occupy（vt.占有, 拥有, 占领, 占据）= take up 占据

12>A