[00:00.00] UNIT 8 [00:29.00]TV Commercials [00:33.44]Integrated Skills Development [00:38.71]Passage [00:43.26]An Advertising Gimmick Shown on TV [00:49.92]Advertisement—most commonly known as "commercial" among the Americans, [00:58.70]is a commonplace in a country where commodity economy controls. [01:06.85]A visitor to the United States [01:11.81]will soon find advertisements of all kinds everywhere, [01:17.84]for example, [01:21.01]glittering neon signs on top of high buildings and along main streets, [01:27.95]colorful pictures painted on buses, [01:32.92]pamphlets sent to every house, [01:37.49]ads jammed between TV programs, [01:42.64]various ads glutting newspapers and radio broadcast, etc. [01:49.19]Businessmen spend lots of money advertising their products and services [01:56.27]to promote sales. [01:59.93]As trade war becomes increasingly intense, [02:06.17]advertising has developed into a thriving industry. [02:12.23]For each of its subjects, [02:16.70]experts are now racking their brains [02:21.56]and have invented new ideas. [02:25.92]One of their main subjects [02:30.28]is how to attract people's attention to their commodities, [02:35.74]prices and services, [02:39.69]and how to make ads appear natural [02:44.41]so that people are impressed unconsciously [02:49.69]with all they see and hear. [02:53.84]Here is one example I saw on TV. [02:59.80]The advertising gimmick called "The Price Is Right" [03:07.17]is like a riddle game. [03:11.61]Dozens of audience are sitting before a stage. [03:16.78]There a variety of commodities are neatly placed [03:23.83]and colorfully decorated with beautiful patterns and shining lights. [03:30.78]Then come two or three pretty girls dressed in miniskirts. [03:37.34]They stand beside the exhibits, smiling to the audience. [03:43.69]A man speaks, through his mike, [03:48.44]to the audience to invite four volunteers to join the game. [03:54.92]When they step onto the stage, [03:59.60]the man speaks in an agitating voice: [04:04.64]"If you can tell exactly the right prices of these four items, [04:10.88]you can win prize worth a hundred thousand dollars!" [04:16.84]As he says this, he points to a new, smart and nice car, [04:24.20]placed on a slowly turning platform. The audience, [04:28.77]The audience, seeing this wonderful prize, exclaim excitedly. [04:35.85]The volunteers take turns to make their guesses. [04:42.10]Some guess correctly the price of two or three items, [04:48.34]but seldom can they get all four items correct. [04:54.30]However,in this trial, [04:58.45]a housewife happens to tell the right prices of all four items. [05:05.61]She is now the winner of the marvelous car! [05:10.86]She is so excited that she seems [05:15.69]blind and deaf when the man hands her a card and says to her: [05:22.14]"Madame, congratulations! Now this car belongs to you!" [05:28.80]"To me? My God!" [05:32.67]she exclaims after she recovers from her abstraction. [05:39.02]Not only are the audience sitting in the hall [05:45.26]absorbed in the appealing game but also the TV-viewers of families. [05:52.71]No wonder, they are interested in the exciting game, [05:58.56]the beautiful exhibits, [06:02.19]the tempting award and perhaps the charming girls, [06:08.12]and at the same time, [06:12.09]the commodities and their prices find their way into the audience. [06:19.14]What do you think? [06:23.27]Is it a successful advertising gimmick or only a trick?

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