Language Point 1
In the advertising industry, selling products is the most important goal. (Para.1)
Meaning: The main purpose of the advertising industry is to sell products.
advertise: v. make sth. known to the public, esp. in newspaper or on TV 做广告
They advertised their goods in several different ways. 他们以几种不同的方式为他们的产品做广告。
The job was advertised in the local newspaper. 那份工作的招聘广告刊登在本地的报纸上。
advertising: n. [U] the business of encouraging people to buy goods by means of advertisements 广告业
I’m looking for a job in advertising. 我正在找一份广告业的工作。
The newspaper gets a lot of money from advertising. 那份报纸广告收入不菲。
Language Point 2
In the advertising industry, selling products is the most important goal. (Para.1)
industry：n. [C] a branch of trade or business 行业，产业；工业
Tourism has become a real industry. 旅游业已成为一个真正的产业。
Chicago is the center of the meat industry. 芝加哥是肉类加工工业的中心。
industrial: a. connected with industry 工业的
Shanghai is an industrial city. 上海是一座工业城市。
industrialize: vt. develop industries in a country 使……工业化
Japan was industrialized very quickly in the late nineteenth century. 日本在19世纪末迅速实现了工业化。
Language Point 3
…selling products is the most important goal. (Para.1)
goal: n. [C] one’s aim or purpose 目标
Her goal is to have her own house. 她的目标是拥有一幢自己的房子。
The company has achieved all its goals this year. 这家公司已完成今年所有的指标。
Language Point 4
Now that messages can go around the world at high speed … (Para.1)
Meaning: Because information can travel fast in the world …
message: n. [C] spoken or written information sent from one person to another 消息
Would you mind giving him a message? 请你带个口信给他好吗？
He’s got the written message that he’s been fired. 他收到了被解雇的书面通知。
Mr. Thomas is not here at the moment. Can I take a message? 托马斯先生现在不在，请问有口信留给他吗？
Language Point 5
Now that messages can go around the world at high speed … (Para.1)
speed: n.
1) [C; U] the rate of movement 速度
We’re driving at a speed of about 30 mph. 我们以每小时大约30英里的速度驾车前进。
We’re already at top speed. 我们已经是在全速前进了。
Note: 在表示“以……速度”时，通常用介词at。
2) [U] quickness of movement or action 快速
Speed-reading is a very important course in developing reading skills. 快速阅读是一门非常重要的课程，可帮助学生提高阅读技能。
vi.
1) go or pass quickly 疾行
We saw the thieves speed off in their car. 我们看见盗贼乘车飞驰而去。
The holidays sped by. 假期一晃而过。
2) drive a car, etc. faster than the legal speed limit 超速行车
The police said she had been speeding. 警方说她超速行车。
Language Point 6
Braniff Airlines wanted to advertise its fine seats. (Para.1)
Meaning: Braniff Airlines wanted to advertise its very comfortable seats.
Language Point 7
… was translated from … (Para.1)
translate: vt. change sth. from one language into another 翻译
She translated the book from French into Chinese. 她把这本书从法语译成了中文。
It isn’t easy to translate poems. 翻译诗歌是件不容易的事。
translation: n. [C; U] the act of translating, or sth. that has been translated 翻译；翻译作品
May I ask you some questions about the translation of this article? 我能就这篇文章的翻译请教您几个问题吗？
The book will soon appear in Japanese translation. 本书的日文译本即将出版。
translator: n. a person who translates sth. that has been written 译者
Several translators worked together to finish the translation of this book. 这本书的翻译是由几位译者合作完成的。
Language Point 8
… they could fly without wearing clothes! (Para.1)
fly: vi.
1) travel in an airplane, etc. 乘飞机
My daughter is flying to Singapore next week. 下星期我女儿要飞赴新加坡。
He flew back to New York without even letting me know. 他没告诉我一声就飞回了纽约。
2) move through the air 飞行
This bird has a broken wing and cannot fly. 小鸟折断了一只翅膀，不能飞了。
I can hear a plane flying above us. 我能听到一架飞机正从我们头上飞过。
Language Point 9
… they could fly without wearing clothes! (Para.1)
wear：vt.
1) have sth. on one’s body 穿，戴
He’s wearing a new coat. 他穿着一件新外套。
You should wear your seat belt when you’re driving. 你开车时必须系上安全带。
2) have a certain look on one’s face 流露(某种神态)
He was wearing a look of happiness. 他脸上露出喜悦的神情。
Her face wore its usual serious look. 她脸上是惯有的严肃表情。
Language Point 10
… the Chevrolet automobile company tried to market the Chevy Nova car ... (Para.1)
automobile: n. [C] a car 汽车
She owns two automobiles. 她拥有两辆汽车。
There are a lot of differences between the two types of automobile. 这两种汽车有许多不同之处。
Language Point 11
…the Chevrolet automobile company tried to market the Chevy Nova car ... (Para.1)
market: vt. offer for sale 推销
That company markets many types of goods. 那家公司推销多种商品。
If the book is marketed a bit, it should sell very well. 如果这本书加以适当推销，销路会很好。
n. [C] a place where goods are traded 市场
The product will find a good market in the USA. 这种产品在美国将有很好的销路。
They’ve put their house on the market. 他们要出售自己的房子。
Language Point 12
In English, the word “nova” refers to a star. (Para.1)
refer to:
1)be related to 与……有关
The word here refers to a plant that grows in South America. 这个词在这里指一种生长在南美洲的植物。
2)speak about 提到，涉及
She told me to meet her at the gate, but I didn’t know which gate she referred to. 她让我在大门口接她，但我不知道她指的是哪个大门。
3) look at for information 参考，查看
Pleas refer to the following web sites for more information. 请查看下列网站，以获取更多信息。
Language Point 13
To avoid problems in translation, most advertising firms are now writing completely new ads. (Para.2)
Meaning: To avoid misunderstanding in translation, most advertising firms are now trying to make completely new advertisements.
completely: ad. as much as is possible完全地，彻底地
The building was completely destroyed by fire. 这座楼被大火完全烧毁。
I completely forgot that it was your birthday! 我把那天是你的生日忘得一干二净！
complete: a.
1) total; full 绝对的，完全的
His leaving was a complete surprise to us. 我们对他的离去感到十分惊讶。
The operation was a complete success. 手术十分成功。
2) having all the parts; whole 完整的
He has a complete set of dishes. 他有一整套盘子。
He has read the complete works of Shakespeare. 他读过莎士比亚全集。
3) finished; ended 完成的
My homework is complete. 我的家庭作业做完了。
When will the work on the new railway be complete? 新铁路线的工程何时完工？
vt. finish; bring to an end 完成
I just completed my paper when the bell rang. 铃响的时候我正好做完考卷。
Complete the sentence with the correct word. 用正确的词完成句子。
Language Point 14
To avoid problems in translation, most advertising firms are now writing completely new ads. (Para.2)
ad = advertisement
advertisement: n. [C] a piece of information in newspaper or on TV, etc. that tries to persuade people to buy sth. 广告
If you want to sell your car, why not put an advertisement in the local newspaper? 你如果想卖汽车的话，为什么不在本地报纸上登一则广告呢？
Ads help to sell goods. 广告有助于产品的销售。
Language Point 15
… must choose different methods … (Para.2)
choose: v. pick out from a number of things 挑选
She chose a book for him. 她为他选了一本书。
It’s such a big menu that I don’t know what to choose. 菜单上的菜肴很多，我不知道该选什么。
Language Point 16
… gives a description of the product and explains why … (Para.2)
description: n. [C; U] words used to say what sth. is like 描述
This book gives a good description of the life on a farm. 这本书生动描绘了农场生活。
The beauty of the place is beyond description. 此地的景色美得难以形容。
The man gave the police a detailed description of the thief. 那人向警方详细描述了窃贼的模样。
describe: vt. say what sb. or sth. is like, or what happened 描述
Can you describe the bag you lost? 你能描述一下你丢的包是什么样的吗？
Language Point 17
… gives a description of the product and explains why … (Para.2)
explain: vt. make clear or easy to understand 解释
He explained the new marriage laws to us. 他向我们解释了新的婚姻法。
Can you explain what this word means? 你能解释一下这个词的意思吗？
explanation: n. [U; C] making sth. clear; sth. that makes a situation clear 解释
That idea needs some explanation. 那个想法需要解释一下。
She is giving an explanation of how the machine works. 她正在解释这台机器是怎样运行的。
Language Point 18
But in Japan, the message is based more on situations and feelings than on words. (Para.2)
Meaning: But in Japan, when people make an advertisement, they pay more attention to the situations and feelings the product creates, rather than the language that is used.
Language Point 19
…many television advertisements broadcast in Japan … (Para.2)
television：n.
1) [U] the method of sending pictures and sound by means of electrical waves 电视播放
The television pictures are very clear. 电视图像非常清楚。
Many people don’t like television advertisements because they always break into TV programs. 许多人不喜欢电视广告，因为电视节目常常被打断。
2) [C; U] a machine like a box receiving signals and turning them into pictures and sound 电视机
There are three color televisions in our house. 我家有三台彩色电视机。
What’s on television tonight? 今晚有什么电视节目？
Language Point 20
…many television advertisements broadcast in Japan … (Para.2)
broadcast: vt. (broadcast, broadcast) send out (radio or TV programs) 广播
The BBC broadcasts to all parts of the world. 英国广播公司向世界各地广播节目。
The concert (音乐会) is being broadcast live. 这场音乐会正被现场直播。
n. [C] a radio or television program 广播或电视节目
Did you hear the special broadcast last night? 你听到昨晚的特别广播节目了吗？
These broadcasts can be heard in most parts of the world. 这些广播节目在世界大部分地区都可以收听到。
Language Point 21
… at a party, picnic … (Para.2)
picnic: n. [C] a meal to be taken outdoors, usu. in a field 野餐
They went on a picnic with their friends. 他们与朋友一起去野餐。
I really enjoyed the picnic we had last summer at the seaside. 我很喜欢去年夏天在海滩举办的那次野餐。
Language Point 22
Instead, the goal will be to create a good feeling about the product. (Para.2)
Meaning: Instead, the purpose will be to make people like the product.
Language Point 23
International advertisers must also consider differences in laws and customs. (Para.3)
Meaning: International advertisers must also bear in mind that different countries have different laws and customs.
Language Point 24
… certain types of clothing can’t be shown … (Para.3)
clothing: n. [U] clothes of any kind （总称）衣服
They need warm clothing for the winter. 他们需要暖和的衣服过冬。
People working in that chemical plant wear safety clothing. 那家化工厂的工作人员都穿防护衣。
Note: clothing是不可数名词。服饰中的一种可以说an (a) item / piece / article of clothing。
clothes: n. (pl.) things that one wears, e.g. trousers, shirts, dresses, coats, etc.衣服
Take off those wet clothes. 把湿衣服脱下来。
She was wearing new clothes. 她穿着新衣服。
Language Point 25
So the best advertisement in the world means nothing if the product is not suitable for the market. (Para.4)
Meaning: So the best-made advertisement in the world is useless if the product is not right for the market.
suitable: a. of the right type; fitting 合适的
Do you think you’re suitable for the job? 你认为你适合做这项工作吗？
These topics are suitable for writing. 这些题目适合做作文。
suit: vt.
1)look attractive on sb. 合身
This dress really suits you. 这件连衣裙你穿起来很合身。
2) be right for sb. 适合
Living in the country wouldn’t suit me at all. 我完全不适应在乡间生活。
Language Point 26
… find Chinese food provided on the menu. (Para.4)
provide: vt. give, offer, or supply 提供
We should provide the children with a good education. 我们应为这些儿童提供良好的教育。
This book will provide you with all the information you need. 这本书能提供你需要的所有资料。
We planned to provide some pictures and books for the students. 我们计划为这些学生提供一些图画和书。
Note: provide的固定搭配一般为provide sb. with sth. 或provide sth. for sb.。
Language Point 27
… find Chinese food provided on the menu. (Para.4)
menu: n.[C] a list of dishes to be ordered 菜单
Is fish on the menu today? 今天的菜单上有鱼吗？
Could you explain the menu in Chinese for me? 你能否用中文替我解释一下菜单？
Language Point 28
… if you are thirsty you can try a drink that is flavored with … (Para.4)
thirsty: a.
1) having the need to drink 口渴的
Salty food makes you thirsty. 咸食使人口渴。
The ground was thirsty for rain. 土地干旱，急需雨水。
2) having a strong desire for 渴望的
He is thirsty for power. 他渴望获得权力。
She was thirsty for letters from her husband. 她急切盼望丈夫的来信。
Language Point 29
…that is flavored with … (Para.4)
flavor (英flavour): vt. give a taste to 使具有特殊味道
She flavored the cake with chocolate. 她把蛋糕做得有巧克力的味道。
The dish is well flavored. 这道菜调得非常鲜美。
n. [C; U] a taste 味道
I don’t like the flavor of the soup. 我不喜欢这种汤的味道。
There are several flavors of ice cream in the store. 这家商店的冰淇淋有好几种味道。
Language Point 30
30. …most people in other countries have never tasted. (Para.4)
taste: v.
1) eat or drink 吃，喝
I’ve never tasted such delicious food! 我从来没有吃过如此美味的食物!
He has not tasted food for days. 他已有几天没吃过一点东西了。
2)tell the flavor of sth. by taking it into the mouth 品尝
You can taste it first and see whether you like it. 你可以先尝一尝，看看你是否喜欢。
3) have a certain flavor 有某种特殊的味道
The drink tastes nice. 这种饮料味道很好。
This soup tastes of chicken. 这汤有鸡肉味。
n.
1) [C; U] the flavor of food or drink 味道
I don’t like the taste of this coffee. 我不喜欢这种咖啡的味道。
This wine has an unusual taste. 这种酒有一种不寻常的味道。
2) the ability to recognize the flavor of food or drink 味觉
Taste is one of the five senses. 味觉是人的五种感觉之一。
Too much smoking has dulled his taste. 过量吸烟使他的味觉迟钝。