Lesson 26 Wanted: a large biscuit tin
No one can avoid being influenced by advertisements. Much as we may pride ourselves on our good taste, we are no longer free to choose the things we wants, for advertising exerts a subtle influence on us. In their efforts to persuade us to buy this or that product, advertisers have made a close study of human nature and have classified all our little weaknesses.
Advertisers discovered years ago that all of us love to get something for nothing免费的. An advertisement which begins with the magic word FREE can rarely go wrong. These days, advertisers not only offer free samples, but free cars, free houses, and free trips round the world as well. They devise hundreds of competitions which will enable us to win huge sums of money. Radio and television have made it possible for advertisers to capture the attention of millions of people in this way.
During a radio programme, a company of biscuit manufacturers once asked listeners to bake biscuits and send them to their factory. They offered to pay $10 a pound for the biggest biscuit baked by a listener. The response to this competition was tremendous. Before long很快, biscuits of all shapes and sizes began arriving at the factory. One lady brought in a biscuit on a wheelbarrow. It weighted nearly 500 pounds. A little later一会儿, a man came along with a biscuit which occupied占据 the whole boot of his car. All the biscuits that were sent were carefully weighed. The largest was 713 pounds. It seemed certain that this would win the prize. But just before the competition closed, a lorry arrived at the factory with a truly colossal biscuit which weighed 2,400 pounds. It had been baked by a college student who had used over 1,000 pounds of flour, 800 pounds of sugar, 200 pounds of fat, and 400 pounds of various other ingredients. It was so heavy that a crane had to be used to remove it from the lorry. The manufacturers had to pay more money than they had anticipated. For they bought the biscuit from the student for $24,000.
New words and expressions
Notes on the text
1. cross my heart.说真心话
It crosses my heart.
2. Let’s make up.让我们和解的
3. I got the runs yesterday.我昨天拉肚子
4. Why not?=Ok为什么不,表肯定
5. He put his foot in his mouth.
6. know sb. like a book 对…了如指掌
7. stop one’s fun让…不再快乐
├care much about关注
├mean a lot对…意义重大
├make great difference巨大影响
├make no difference没有影响
└exert influence on施加影响
affect one’s mood情绪
My mother cares much about me.
He means a lot to me.
His arrival makes great difference to me.
l take pride in (me)为…自豪
＝be proud of
I pride myself on my good taste.
├exert pressure on压力
├exert influence on
└exert fascination on魔力，魅力
l maternal love母爱
No one can avoid being influenced by maternal love.
Rich as he is, he spends a cent on charity.
Try as he does, he never seems able to do the work beautifully.
2. Much as we may pride ourselves on our good taste, we are no longer free to choose the things we want.尽管我们为自己的绝好鉴赏力感到自豪，但我们已经无法自由地选择我们所需要的东西了。
l In their efforts to persuade us to buy this or that product, they have made a close study of human nature.
l design（具体） ┬设计
├plot to do谋划
├scheme to do密谋
capture one’s attention
└人工 工厂 制造商
made a remarkable discovery
I bought a house for 5,000 dollars.
l rarely go wrong
└be very effective
These days = Nowadays 当前
l not only后的动词与but后动词一样时，后可省；不同则不省
He not only offers me a free car, but helps me to solve the big problem.（解决）
l sth enables sb to do sth
The class enables me to feel bored.（烦）
Radio and TV have enable advertisers to…
├In no time
└After a while
a little later一会儿，不久
It’s not long before＋句子
＝before long, ＋句子
building of all shapes and sizes大大小小各种形状
┌Is this seat taken / occupied?
truly colossal（正式）= really
┌various other ingredients