泛读-Unit-5-Toy-Story

Unit5ToyStorybyDavidCohenIntroduction•Advertisersliketotakeadvantageofchildren'snaturalcredulity.•Inaworldfullofdazzlingadvertisements,howdochildrenreacttothem?•Havetheylearnedhowtoweighupadvertisingbeforetheysuccumbtoitspromises?•credulityn.轻信，易受骗•dazzlingadj.耀眼的，光彩夺目的；灿烂的•weighup（尤指心生怀疑时）评估，品评，对…作出评价•succumbto屈服于AbouttheAuthor•DavidB.Cohen,anativeBrooklynite,receivedhisB.A.degreein1963fromColumbiaCollege,ColumbiaUniversity,beforemovingtoAnnArborasadoctoralstudentintheclinicalpsychologygraduateprogramattheUniversityofMichiganwhere,in1968,hereceivedhisPh.D.ProfessorCoheniscurrentlyteachingintheareasofClinicalPsychologyandIndividualDifferences/EvolutionaryPsychologyoftheUniversityofTexasatAustin.•Cohen'searlyresearchontherecall,content,andfunctionofdreamsresultedinnumerousarticles,bookchapters,andabook,SleepandDreaming:Origins,Nature,andFunctions(Pergamon,1979).Later,hisinterestsinpersonalityandabnormalbehaviorweredirectedtoquestionsaboutthebiologicalmechanismsandriskfactorsinpsychopathologyandtheirimplicationsfortheclassificationofpsychiatricdisorders.In1990,manyoftheseideaswerelaidoutinPsychopathology,anadvancedtextbookthatheandthelateLeeWillermanco-authored.Later,basedonevidenceofgeneticandotherbiologicalsourcesofindividualdifferences,cameOutoftheBlue:DepressionandHumanNature,publishedin1994byNorton.Blueilluminatesdepressionwithinthelargercontextofbiologicalandevolutionaryinfluencesonbothnormalandabnormalbehavior.•Cohen'slatestbookprojectStrangerintheNest:DoParentsReallyDetermineaChild'sPersonality,Intelligence,orCharacter?exploresthreemajorideasaboutthepowerofparentalinfluenceoverachild'sdevelopment:first,thatgeneticandotherbiologicalinfluencesaremorepowerfulthanmosthaveimagined;second,andmorecontroversial,thatparentalinfluenceismuchlesspowerfulthanwehaveimagined;andthird,thattheinfluenceofnatureandnurturecanleadtosurprising,thatis,highlyunpredictable,psychologicaldevelopments,allofwhichhasprofoundimplicationforparents.Thejoltingcontributionofthisworkisitsmobilizationofstrongevidencethatmuchparentalinfluenceisnotonlyweakortransitorybutalsoillusory.•Discussion:•1.Whydoadvertiserstryhardtomarketdirectlytochildren?•2.Howischildadvertisingmadeasscientificaspossible?•3.Whatcanwelearnfrompsychologists'experimentsonchildren'sresponsetoads?Analysisofthetext:•PartI(1-3)•PartII(4-7)•PartIII(8-9)•PartIV(10-13)•PartV(14-17)•PartVI(18-27)•PartI(1-3)•Purpose/functionofthepart•Introducingthetopic(thedebate):canachildagedabout6reallyunderstandadvertisements?•Para.1•Purpose:itseemedthatsheunderstoodAD.•Shewouldn’tbeaffectedbyAD?•carpvi.挑剔，吹毛求疵；找茬儿•Para.2•Callitcynicism.Callitsophistication.•Theword'it'inthesetwosentencesisusedtodenotethethingsmentionedintheaboveparagraph.•你可以管这叫玩世不恭。你可以管这叫精于世故。•Bythenchildrenare“brandliterate”andtheycanseethrough“marketinghyperbole”.•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•sophisticationn.老练，精明；强词夺理，诡辩•brand牌子；品牌•seethrough看透；看穿；识破•brandliterate:tohaveacomprehensiveknowledgeofdifferentbrandsofdifferentproduct.•hyperbole夸张（法）•AmmiratiPurisLintas•(Latinname)isafamousadvertisementcorporationinLondon.IthasitsbranchinShanghai.•睿狮环球（Lowe&PartnersWorldwide）的前身是Lintas，原为联合利华的广告部门。Lowe由FrankLowe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。•1928年，联合利华（Unilever）下属的广告公司——Lintas（LeverInternationalAdvertisingServices，灵狮）成立。•1981年，FrankLowe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司。•1999年，TheLoweGroup集团的核心成员Lowe&PartnersWorldwide与AmmiratiPurisLintas宣布合并。•2000年，改名为LoweLintas&PartnersWorldwide。•2002年，又改名为Lowe&PartnersWorldwide（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•Orcanthey?•Thisisanellipticalsentenceanditmeans：Orcantheyseethroughthe'marketinghyperbole'?•Isadvertisinggearedatchildrenevenethical?•瞄准孩子的广告符合道德吗？•Sincethe1970s,thebattlebetweentheforcesforandagainstchildadvertisinghashingedonwhetherornotkidsunderstandthemotivebehindadvertising.•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。•…Bussisontosomething.•Sth.referstowhat?•forandagainst赞成与反对•gearedatvi.接上；调和•vt.使适应；装上齿轮；用齿轮连接•farfromover远未结束。•ethical道德的；伦理的•hingeon依……为转移,有赖于；取决于•ontosomething•IfeellikeIwasontosomethinggood.•我以为我想到什么好主意。•motivationn.动机；动力•PartII(4-7)•Whyadvertisersaretryinghardertomarketdirectlytochildren?•Andeffortstowinthemarket•Para.4•Abigmarketfromwhichadvertiserscanearnmuch.•Statistics•2.49eachweek•1.5billionayear•64billionayear•Para.5•Scientificstudyofthemarket•achildknowsexactlywhathewants•thefactoraffectingagirl’sdecision•Para.6•Adseverywhere•Consultancyfirmswilltellyouhowtobuild“awallofcommunication”toinfluence“yourcoreconsumerlifestyle”fromthemomentsaidconsumeristwoyearsold.•咨询公司就会告诉您，怎样建立“交际之墙”，从消费者两岁开始来影响“你的核心消费者的生活方式”。•Abound/inorwithvi.丰富，盛产；非常多，大量存在；充满•String:astringof一行；一列；一排•peergroup:peopleofthesamebackground,rankandquality•Consultancy:咨询公司•Para.7•Frequentchangeoftheirtastes•Childrenarenotoriouslyfickle,anda