SectionⅢLesson2&Lesson3—Pre-reading[原文呈现]Theclassic①advertisementisone②thatgivesinformationaboutfindingcertain③products.Itislikely④tobejustthenameofacompany,partofwhichmaybeagenerallocation⑤.Forexample,itcouldbe“ShanghaiSewing⑥Machine”，or“TsingTaoBeer⑦Corporation⑧”，andyouwouldknowwhatthecompaniessell,wheretheyarelocated,andthebrand⑨names.However,thiskindofadvertisingmightnotbesuitable⑩whenthereareproductsandservicesindirectcompetitionwith⑪eachotherinthemarketplace.Insuchsituations,advertisementsneedtoattract,andholdtheattentionof⑫thepublic.Someadvertisementsconsistof⑬picturesorthewordsofexpertstoshowpeoplehowgoodtheproductsare.Otherstrytocreateadvertisementsthatpeoplesimplyenjoylookingat.⑭Aspresentdayadvertisers⑮oftenhavelargebudgets⑯，alotofmoneyisspentonapplying⑰moderntechniquesofdesigntomaketheseadvertisementsasvisually⑱attractiveaspossible⑲.[读文清障]①classic/'klæsIk/adj.传统的；经典的②one指代同名(类)异物，即anadvertisement。③certainadj.某种，某些④likelyadj.可能的，有希望的Sb./Sth.belikelytodosth.某人/某物有可能做某事⑤“名词＋介词＋which”引导的定语从句。⑥sewing/sI/əʊŋn.缝纫，缝制品sew/s/əʊvt.缝，缝制⑦beer/bI/ən.啤酒⑧corporation/kp'reIˌɔːəʃn/n.公司⑨brand/brænd/n.商标，牌子○suitable/'sutbːəl/adj.合适的⑪incompetitionwith...与……竞争competewith与……竞争⑫attracttheattentionofsb.吸引某人的注意力holdtheattentionofsb.保持某人的注意力⑬consistof由……组成makeup组成bemadeupof由……组成⑭as引导原因状语从句。⑮advertiser/'ædvtaIz/əən.广告人advertise/'ædvtaIz/əvt.为……做广告，登广告advertisementn．广告⑯budget/'bdIt/ʌʒn.预算⑰applyv．申请，应用applyfor申请applyto应用于，适用⑱visually/'vIli/ʒʊəadv.外表上；视觉地⑲句中tomake...possible为动词不定式短语作目的状语。[第1～2段译文]传统的广告只为找到某种产品提供信息。它很可能仅是一个公司的名称，其中可能含有公司的大概位置。例如，一则广告可能是“上海缝纫机厂”或“青岛啤酒厂”，你一看就知道它们卖什么，位置在哪里，是什么牌子。然而，当产品和服务在市场上互相进行直接竞争时，这种广告可能就不适合了。在这种形势下，广告需要吸引和保持公众的注意力。有些广告中含有一些图片或专家说的话，以向人们展示该产品如何好。还有一些广告的设计只是让人们欣赏其画面。当今的广告商常常拥有大量的预算，所以他们把许多钱用在现代设计技术上，以使这些广告在视觉上尽可能地吸引人。However,eventhisisoftennotenoughtobe⑳noticedinamoderncity.Becauseof○theadvertisingboom○，peopleareusedto○seeinghighstandardsofvisual○design.Modernadvertisementsmuststandout○inaworldfullofcompetitionbycombining○thehigheststandardsofdesignwithideaslinkedto○theproductstomakethemmoreattractive○.Forexample,someadvertisementsmaysuggest○thatbuyingacar○canmakeyoufree.Thatis○，theyusetheconcept○offreedomtosellthecar.Othercommonideasincludehappiness,wealthandsuccess.Infact,intheworldofadvertisements,suchcontentisasoldasadvertisingitself.Formanyoftoday’sadvertisers,○repeatingoldideasisnotasuccessfulapproach○.Theyrealisethatitdoesnotmatterhowattractivetheidealinkedwiththeproductis○—mostpeopleknowthatthemainpurposeoftheadvertisementismakingcustomersspendmoney.Instead,theseadvertiserslookforotherwaystomakepeoplenoticetheirproducts.Thetopadvertisersoftodaybelievethatusinghumour○aswellas○newandunusualideastosurprisepeopleisimportantinmodernadvertisements.Theiraimistocreatesomethingthathasneverbeenseenbeforeandisfascinatingf...
