II. Text 2 In most cases, manufacturers and other advertisers do not produce their own advertising. Instead, they rely on advertising agencies that bring together many people with specialized talents in various fields. The advertising agency is no other than a service company. It is appointed by a client to perform certain functions, including planning, creating, researching, producing, and placing printed advertisements and broadcast commercials for the client. Large agencies employ a great variety of specialists, among whom are writers, artists, photographers, film-production specialists, musicians, actors, producers, and directors. Experts in economics, law, accounting, marketing, media, management, and research are also involved in the advertising business.
I. Grammar Review
倒装（Inversion ）
一般说来，英语句式是主语在前，谓语在后。反之，则称 为“倒装”。如果整个谓语都在主语之前，称为完全倒装； 而谓语的一部分移到主语之前，则是部分倒装。倒装结构的 常用方法如下： (1) 在疑问句、感叹句以及含有“there + be ”之类结构的句 子 中。 What do you want to do? 你想要干什么? How happy we are! 我们多么幸福啊! Once there lived a poor fisherman in a village by the sea. 从前有一位贫穷的渔夫住在靠海边的村子里。
(3) By whom is an advertising agency appointed and for what purpose? (4) What must the client and the advertising agency try to make sure about when they prepare an advertisement?
II. Text
The Role of Advertising
1 Advertising is the growing business of bringing information to a large number of people for the purpose of spreading some idea, selling some product or service, or simply to make a "target group" respond in a way to the advertiser's desires. The information may be transmitted by means of the print media, or over the air. When advertisers choose a medium or a group of media to deliver their message, they must consider the kind of product they plan to sell, and the kind of people who are most likely to buy it. They must figure out how to reach the maximum number of people at the lowest possible cost. The cost of reaching a thousand people, for instance, is different in each medium. In the print media, such as newspapers and magazines, advertisers buy space in which to display their messages. In the broadcast media — radio and television — they buy time in which to present them.
II. Text
Read the following passage and then answer the questions given below:
(1) What according to the text is advertising?
(2) What must advertisers consider when they choose a medium or a group of media to deliver their message?
I. Grammar Review Not only does the sun give us light, but also it gives us heat. 太阳不仅带给我们光明，而且还带给我们热量。 Neither could theory do without practice, nor could practice do without theory. 理论离不开实践；实践也离不开理论。 Only yesterday did he find out that he had lost his way to the hotel. 只是在昨天他才发现，他已迷失了去旅馆的路。 In no other department store will you find such a Christmas gift. 只有在这家商店，你才会发现这样的圣诞礼物。 No sooner had he started out than it began to rain. 他刚动身出发，天就开始下起雨来了。
I. Grammar Review (4) 在以 here, there 或out, down 等副词开头的句子中。 Here is a letter for you. 这儿有你的一封信。 There goes the bell. 铃响了。 Out rushed a cat from under the desk. 从书桌底下窜出来一只猫。 (5) 在 以 never, hardly, little, not only, not until, neither...nor..., so sooner...than...等含有否定 意义的副词或连词开头，以及以only所修饰的词、词组 或从句开头的句子中。 Hardly had they sat down for dinner when the telephone rang. 他们刚一坐下来吃饭，电话铃就响了。 Never has any man seen such a nice place. 任何人都没有见过如此美的地方。
II. Text 3 Everyone in modern society uses advertising in one way or another. A person may get a job by responding to a classified ad, or he may decide to join an organization whose advertisements express ideas that appeal to him. In choosing food products and other daily necessities, he is usually guided or influenced by advertising. Advertisements may also influence his choice of a vacation spot, restaurant, or recreational activity. 4(1) The first step preparing large-scale advertising is to conduct research on the possibilities of the product. The members of the agency must come to understand consumers' attitude toward the product and its competitors, and what qualities of the product are most likely to appeal to the buying public. They must find out the age, sex, occupation, income, personality and special interests of the
I. Grammar Review (6) 为了强调表语、宾语、状语、分词部分等；或为了保持句 子平衡，也使用倒装。 Happy is John who has the opportunity to visit Beijing, the capital of China. 约翰有此机会访问中国的首都 — 北京，真是太幸福了。 Back to the beach went the visitors. 游客们又回到了海滨。 Lying across the river over there is a long bridge built only two years ago. 横跨那条河流的是仅在两年前建造的一座长桥。