泛读 Unit 5 Toy Story
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
• Introducing the topic (the debate): can a child aged about 6 really understand advertisements?
wenku.baidu.com
• Para. 1 • Purpose: it seemed that she
understood AD. • She wouldn’t be affected by AD? • carp vi.挑剔，吹毛求疵；找茬儿
• Para. 2
• Call it cynicism. Call it sophistication.
• The word 'it' in these two sentences is used to denote the things mentioned in the above paragraph.
• Discussion:
• 1. Why do advertisers try hard to market directly to children?
• 2. How is child advertising made as scientific as possible?
• 3. What can we learn psychologists' experiments children's response to ads?
• 你可以管这叫玩世不恭。你可以管这叫精于世故。
• By then children are “brand literate” and they can see through “marketing hyperbole”.
• 4岁的孩子们已经“精通各种品牌”，并能看穿 “广告的夸张”。
• cynicism愤世嫉俗；玩世不恭 • sophistication n.老练，精明；强词夺理，
• Have they learned how to weigh up advertising before they succumb to its promises?
• credulity n.轻信，易受骗
• dazzling adj.耀眼的，光彩夺目的；灿烂 的
• weigh up（尤指心生怀疑时）评估，品评， 对…作出评价
• succumb to屈服于
About the Author
• David B. Cohen, a native Brooklynite, received his B.A. degree in 1963 from Columbia College, Columbia University, before moving to Ann Arbor as a doctoral student in the clinical psychology graduate program at the University of Michigan where, in 1968, he received his Ph.D. Professor Cohen is currently teaching in the areas of Clinical Psychology and Individual Differences/Evolutionary Psychology of the University of Texas at Austin.
• 自20世纪70年代以来，赞成与反对儿童广告两股力量之 间的斗争，集中在孩子们是否理解广告后面的动机。
• … Buss is onto something.
• Sth. refers to what?
• for and against赞成与反对 • geared at vi.接上；调和 • vt.使适应；装上齿轮；用齿轮连接 • far from over远未结束。 • ethical道德的；伦理的 • hinge on依……为转移, 有赖于；取决于
司。
• 1999 年 ， The Lowe Group 集 团 的 核 心 成 员 Lowe & Partners Worldwide与Ammirati Puris Lintas宣布合并。
• 2000 年，改名为 Lowe Lintas & Partners Worldwide。 • 2002 年，又改名为 Lowe & Partners Worldwide （励富）。 • 2006年，在经历了多次波折后，在中国公司一分为二。中方光明日
from on
Analysis of the text:
• Part I (1-3) • Part II (4-7) • Part III (8-9) • Part IV (10-13) • Part V (14-17) • Part VI (18-27)
• Part I (1-3)
• Purpose/function of the part
• (Latin name) is a famous advertisement corporation in London. It has its branch in Shanghai.
• 睿狮环球（Lowe & Partners Worldwide）的前身是Lintas，原为联 合利华的广告部门。Lowe由Frank Lowe创立，以颠覆性创意闻名欧 洲。从仅拥有5位员工、2间办公室、1500万美元的业务量起步，他 们矢志创作最富创意、最有效的广告，藉此建立领先的环球广告代理 网络。睿狮作为全球知名的4A广告公司，其突出的特色在于创意和 策略的实用性。
• Cohen's latest book project Stranger in the Nest: Do Parents Really Determine a Child's Personality, Intelligence, or Character? explores three major ideas about the power of parental influence over a child's development: first, that genetic and other biological influences are more powerful than most have imagined; second, and more controversial, that parental influence is much less powerful than we have imagined; and third, that the influence of nature and nurture can lead to surprising, that is, highly unpredictable, psychological developments, all of which has profound implication for parents. The jolting contribution of this work is its mobilization of strong evidence that much parental influence is not only weak or transitory but also illusory.
诡辩
• brand牌子；品牌 • see through看透；看穿；识破
• "brand literate": to have a comprehensive knowledge of different brands of different product.
• hyperbole夸张（法）
• Ammirati Puris Lintas
• 1928 年 ， 联 合 利 华 （ Unilever ） 下 属 的 广 告 公 司 —— Lintas （ Lever International Advertising Services ，灵狮）成立。
• 1981 年，Frank Lowe 在伦敦创建 Lowe 集团。 • 1990年，该集团被IPG收购。 • 1996年，该公司与光明日报社在上海合资组建上海灵狮广告有限公
they see through the 'marketing hyperbole'?
• Is advertising geared at children even ethical? • 瞄准孩子的广告符合道德吗？
• Since the 1970s, the battle between the forces for and against child advertising has hinged on whether or not kids understand the motive behind advertising.
报集团获得中文名“灵狮”，启用了灵狮二十年代最初的英文名 “Lintas ”，而外方保留了英文名 “Lowe”，更新了中文名“睿狮”。 • 新Lowe目前是全球第4大广告代理网络，在全球81个国家设有191个 机构，在亚太区排名前5位。
• Para. 3
• Or can they? • This is an elliptical sentence and it means： Or can
• Cohen's early research on the recall, content, and function of dreams resulted in numerous articles, book chapters, and a book, Sleep and Dreaming: Origins, Nature, and Functions (Pergamon, 1979). Later, his interests in personality and abnormal behavior were directed to questions about the biological mechanisms and risk factors in psychopathology and their implications for the classification of psychiatric disorders. In 1990, many of these ideas were laid out in Psychopathology, an advanced textbook that he and the late Lee Willerman co-authored. Later, based on evidence of genetic and other biological sources of individual differences, came Out of the Blue: Depression and Human Nature, published in 1994 by Norton. Blue illuminates depression within the larger context of biological and evolutionary influences on both normal and abnormal behavior.
• onto something
• I feel like I was onto something good. • 我以为我想到什么好主意。 • motivation n.动机；动力
Unit 5 Toy Story by David Cohen
Introduction
• Advertisers like to take advantage of children's natural credulity.
• In a world full of dazzling advertisements, how do children react to them?
wenku.baidu.com
• Para. 1 • Purpose: it seemed that she
understood AD. • She wouldn’t be affected by AD? • carp vi.挑剔，吹毛求疵；找茬儿
• Para. 2
• Call it cynicism. Call it sophistication.
• The word 'it' in these two sentences is used to denote the things mentioned in the above paragraph.
• Discussion:
• 1. Why do advertisers try hard to market directly to children?
• 2. How is child advertising made as scientific as possible?
• 3. What can we learn psychologists' experiments children's response to ads?
• 你可以管这叫玩世不恭。你可以管这叫精于世故。
• By then children are “brand literate” and they can see through “marketing hyperbole”.
• 4岁的孩子们已经“精通各种品牌”，并能看穿 “广告的夸张”。
• cynicism愤世嫉俗；玩世不恭 • sophistication n.老练，精明；强词夺理，
• Have they learned how to weigh up advertising before they succumb to its promises?
• credulity n.轻信，易受骗
• dazzling adj.耀眼的，光彩夺目的；灿烂 的
• weigh up（尤指心生怀疑时）评估，品评， 对…作出评价
• succumb to屈服于
About the Author
• David B. Cohen, a native Brooklynite, received his B.A. degree in 1963 from Columbia College, Columbia University, before moving to Ann Arbor as a doctoral student in the clinical psychology graduate program at the University of Michigan where, in 1968, he received his Ph.D. Professor Cohen is currently teaching in the areas of Clinical Psychology and Individual Differences/Evolutionary Psychology of the University of Texas at Austin.
• 自20世纪70年代以来，赞成与反对儿童广告两股力量之 间的斗争，集中在孩子们是否理解广告后面的动机。
• … Buss is onto something.
• Sth. refers to what?
• for and against赞成与反对 • geared at vi.接上；调和 • vt.使适应；装上齿轮；用齿轮连接 • far from over远未结束。 • ethical道德的；伦理的 • hinge on依……为转移, 有赖于；取决于
司。
• 1999 年 ， The Lowe Group 集 团 的 核 心 成 员 Lowe & Partners Worldwide与Ammirati Puris Lintas宣布合并。
• 2000 年，改名为 Lowe Lintas & Partners Worldwide。 • 2002 年，又改名为 Lowe & Partners Worldwide （励富）。 • 2006年，在经历了多次波折后，在中国公司一分为二。中方光明日
from on
Analysis of the text:
• Part I (1-3) • Part II (4-7) • Part III (8-9) • Part IV (10-13) • Part V (14-17) • Part VI (18-27)
• Part I (1-3)
• Purpose/function of the part
• (Latin name) is a famous advertisement corporation in London. It has its branch in Shanghai.
• 睿狮环球（Lowe & Partners Worldwide）的前身是Lintas，原为联 合利华的广告部门。Lowe由Frank Lowe创立，以颠覆性创意闻名欧 洲。从仅拥有5位员工、2间办公室、1500万美元的业务量起步，他 们矢志创作最富创意、最有效的广告，藉此建立领先的环球广告代理 网络。睿狮作为全球知名的4A广告公司，其突出的特色在于创意和 策略的实用性。
• Cohen's latest book project Stranger in the Nest: Do Parents Really Determine a Child's Personality, Intelligence, or Character? explores three major ideas about the power of parental influence over a child's development: first, that genetic and other biological influences are more powerful than most have imagined; second, and more controversial, that parental influence is much less powerful than we have imagined; and third, that the influence of nature and nurture can lead to surprising, that is, highly unpredictable, psychological developments, all of which has profound implication for parents. The jolting contribution of this work is its mobilization of strong evidence that much parental influence is not only weak or transitory but also illusory.
诡辩
• brand牌子；品牌 • see through看透；看穿；识破
• "brand literate": to have a comprehensive knowledge of different brands of different product.
• hyperbole夸张（法）
• Ammirati Puris Lintas
• 1928 年 ， 联 合 利 华 （ Unilever ） 下 属 的 广 告 公 司 —— Lintas （ Lever International Advertising Services ，灵狮）成立。
• 1981 年，Frank Lowe 在伦敦创建 Lowe 集团。 • 1990年，该集团被IPG收购。 • 1996年，该公司与光明日报社在上海合资组建上海灵狮广告有限公
they see through the 'marketing hyperbole'?
• Is advertising geared at children even ethical? • 瞄准孩子的广告符合道德吗？
• Since the 1970s, the battle between the forces for and against child advertising has hinged on whether or not kids understand the motive behind advertising.
报集团获得中文名“灵狮”，启用了灵狮二十年代最初的英文名 “Lintas ”，而外方保留了英文名 “Lowe”，更新了中文名“睿狮”。 • 新Lowe目前是全球第4大广告代理网络，在全球81个国家设有191个 机构，在亚太区排名前5位。
• Para. 3
• Or can they? • This is an elliptical sentence and it means： Or can
• Cohen's early research on the recall, content, and function of dreams resulted in numerous articles, book chapters, and a book, Sleep and Dreaming: Origins, Nature, and Functions (Pergamon, 1979). Later, his interests in personality and abnormal behavior were directed to questions about the biological mechanisms and risk factors in psychopathology and their implications for the classification of psychiatric disorders. In 1990, many of these ideas were laid out in Psychopathology, an advanced textbook that he and the late Lee Willerman co-authored. Later, based on evidence of genetic and other biological sources of individual differences, came Out of the Blue: Depression and Human Nature, published in 1994 by Norton. Blue illuminates depression within the larger context of biological and evolutionary influences on both normal and abnormal behavior.
• onto something
• I feel like I was onto something good. • 我以为我想到什么好主意。 • motivation n.动机；动力
Unit 5 Toy Story by David Cohen
Introduction
• Advertisers like to take advantage of children's natural credulity.
• In a world full of dazzling advertisements, how do children react to them?