Vocabulary Preparation:

 

risqué / 5rIskeI / adj. slightly rude andshocking, especially because concerned with sex 粗俗的；近乎淫秽的；有伤风化的

commercial/ kE5m\:FEl/ n. acommercially sponsored ad on radio or television商业广告

imagery / 5ImIdVErI / n. the use of words orpictures to describe ideas or actions in poems, books, films, etc.; a set ofmental pictures or images 形象化的描述；意象

upsetting / 7Qp5setIN / adj. unhappy andworried because something unpleasant or disappointing has happened 令人不安的；使人心烦意乱的

controversial / 7kRntrE5v\:FEl/ adj. causinga lot of disagreement, because many people have strong opinions about thesubject being discussed 引发争议的；备受争议的

jeopardy / 5dVepEdI / n. the risk of harm,loss or destruction; danger 危险；风险

execution / 7eksI5kju:Fn / n.the act of doing a piece of work, performing a duty, or putting a plan intoaction 实施；运作

push theenvelop to try togo beyond the normal limits of something 超越极限；大胆尝试

pullin to attract ordraw; to win or gain 吸引；招来；赢得

 

 

Notes:

 

Nicole Kidman, (1967—) is an Australian-born Americanactress, singer and film producer. Shehas received 3 Academy Award nominations, winning 1 for herperformance as Virginia Woolf in the drama film The Hours (2002). 妮可·基德曼

Corte Inglés Department Store,headquartered in Madrid, is thebiggest department store group in Europe and ranks 4th worldwide. 科尔特·英格莱购物中心

Brad Pitt(1963—) is an American actor and filmproducer. He has been described as one of the world's most attractive men, alabel for which he has received substantial media attention. 布拉德·皮特

Edwin or EDWIN, is a Japanese clothing brand founded in 1969 by Edwin Company mainlyfocused on jeans manufacture. Actor Brad Pitt has been an official spokesman and model for the brand. 艾德文（日本知名牛仔服饰品牌）

Jennifer Lopez (1969—) is awell-known Puerto Rican-American actress, singer, designer, dancer, and fashionicon.珍妮弗·洛佩兹

Richard Gere (1949—) is one of America’s foremost actorsand one of the most successful sex symbols of the 1980s and early 1990s. 李察•基尔（美国80-90年代的知名男影星和性感偶像）

Subaru is an automobile manufacturing division of Japanese transportation conglomerate Fuji Heavy Industries(FHI). 斯巴鲁（日本富士重工有限公司旗下专业从事汽车制造的公司）

Leo Burnett is one of the world’s leading advertising agencies. It has always beenrecognized as among the very best at building iconic brands for clients.李奥·贝纳广告公司（全球最大的跨国广告公司之一）

IBM is the world’s largest computercompany, based in the US, which produces both hardware and software, especiallyfor business users. IBM is sometimes informally called “Big Blue”. 国际商用机器公司；万国商业机器公司（全球最大的信息技术和业务解决方案公司）

 

Exercise:Listen to the news report and fill in the blanks with the most appropriateanswer.

 

1． The theme of this news is that____________________.

A. a good idea can always sell across borders and cultures as longas it’s creative

B. sexual imagery in advertising will soon be acceptable in the USthanks to the success of      cable programming

C. the advertisers have to think about the local situations if theywant to expand the global       market

D. With the success of cable programme, many stars are starting toexpand their global reach

 

1.        Lisa Baird, Worldwide Advert.and Marketing, IBM, believes that ____________________.

1.it’s IBM’s tradition to advertise thesame product around the world in the same way

2.IBM changed its advertising strategyin China in order to arouse greater resonance among

 Chinese consumers 

C. there is a magic invisible thread between IBM and the Chineseaudience

D. IBM is facing a greater challenger in China than in some othercountries

 

2.        It is true that_________________________.

A. American teenagers now have a higher acceptance to sexual imageryin advertising

B. the US government have stricter regulations on advertising thanthe UK.  

C. compared with European countries, American audience are much moredifficult to please.

D. sexual imagery in advertising is thought to be risqué even forthe music video network

 

3.        In the news the following starswere mentioned except _________________________.

A. Jennifer Lopez

B. Nicole Kidman

C. Brad Pitt

D. Tom Hanks

 

4.        The stars choose to appear incommercials outside of the United States because  _________________________.

A. They can earn more money outside than inside.

B. They are more popular outside and can attract greater attentionto their brand.

C. Audience outside of the United States are less critical and morefriendly.

D. They don’t want to entertain American audience.