人教版英语课本原文(必修1~选修9)

　　Use a suitable medium

　　As well as reaching the fight audience with the fight technique, advertisers must also place their ads in the right medium. Obviously, cost will play a.big part in this decision. Television adverts are expensive to make and to show. You have to be a big corporation with a big budget to afford television ads. Advertisements in newspapers, on the other hand, are much cheaper.

　　As well as worrying about the expense, advertisers must also consider which media are most appropriate for their product and which their target audience is most likely to see or hear. Because most cars have radios, ads broadcast via radio can reach a lot of drivers very easily. For this reason, it would be appropriate to use radio to advertise goods and services relating to cars. However, it would be no use advertising products on radio if the ad relies on visual effects. Television adverts are great for generating emotional responses to a product, but magazines and newspapers can give more detail.

　　How effective are advertisements?

　　However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them. For example, no matter how good an ad for a car stereo system is, people who don't own cars are unlikely to run out and buy one. Look at the advertisements in this unit. How many of the goods or services suit your interests or lifestyle? Would really good advertising persuade you to buy products and services you are not interested in or have no use for?

　　On the other hand, being constantly exposed to advertisements can help to change our opinions over time. This is why governments all over the world pay a lot of money for ads on such things as road safety. They believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents.

　　KEEPING ADVERTISEDRS HONEST

　　Organizations and individuals advertise because they want to persuade people to behave in certain ways, for example to buy a certain brand of rice, stop speeding or see a movie at their cinema. Advertisers go, to a lot of trouble and expense to make adverts and so they want to make sure they achieve their purpose. Unfortunately, not all advertisers are good or honest people. Unless we have ways to protect ourselves, these dishonest advertisers will tell lies or use methods that may mislead us. Fortunately, most countries have developed ways to control advertising and prevent false or unsuitable advertising.

　　The law

　　One way to control advertising is to make laws that prevent advertisers doing the wrong thing. Many countries have laws that forbid ads being shown at inappropriate times or in unsuitable places. For example, an ad that has an adult theme cannot be shown during children's television programmes. In some countries advertising alcoholic drinks or tobacco is banned altogether. There are also laws in most places that prevent advertisers making false statements about their products or from promoting immoral or harmful behaviour.

　　Advertising organizations

　　Most advertisers are decent and honest, and  they are as interested as everyone else in  making sure ads are ethical. For this reason,

　　most advertisers belong to advertising  organizations that not only educate and  support their members, but also make rules  for everyone in the organization to follow.  They are called a code of ethics and include  such rules as: Advertisements must not be  untruthful or misleading; Advertisements must not say bad things about other  people's products. If well-known people are used in advertisements, they must be honest and truthful about products they advertise.

　　Complaints organization

　　Even though there are laws and advertisers' codes of conduct, some bad ads do get made. This is why many countries have a government organization which examines complaints about ads. A consumer can complain to the organization, giving reasons for their complaint, and if the complaint is correct, the organization can make the company stop using the offending advertisement.

　　The consumer

　　You may have heard the saying: "Buyer Beware". This means that the consumer is responsible for checking the product before buying. When it comes to advertising, consumers need to be educated about techniques used by advertisers so they can judge the claims for themselves and not blindly accept everything that is said in advertisements. As we are flooded with advertisements in our modem world, many schools believe it is their duty to educate students about advertising.