一、课文原文及逐段翻译
Lesson 3 The Advertising Game 第三课 广告竞赛
第1段原文：The advertising industry started with the fundamental purpose of promoting and selling goods to people who might need them. Advertising agencies would create a basic type of advertisement known as a commercial advertisement. Such advertisements have gone through a process of change over the years along with social, economic and technological developments.
译文：广告业的根本目的是向潜在消费者推销商品。广告代理公司创造出一种基本的广告形式，也就是我们所熟知的商业广告。与社会、经济和技术发展过程同步，多年来这些广告经历了一个变化的过程。
第2段原文：Classic advertisements used to give information about finding certain products. It was likely to be the name of a company, part of which might include the name of the place from which the product originated. For example, it could be “Shanghai Sewing Machines”, or “Tsing Tao Beer Corporation”. From the name you would know what the company sells, where they are located, and the name of the product.
译文：以前，经典的广告会给出识别产品的信息。这些信息可能是公司名，其中一部分可能包含产品的原产地，比如，“上海缝纫机厂”或“青岛啤酒公司”。一看名字，你就知道这些公司销售的具体产品、所在地点以及产品名称。
第3段原文：Advertising agencies used to create this kind of advertising and it could be very effective. But then they realised that it might not be suitable for a marketplace where products and services are in direct competition with each other. Particularly now, in modern times, advertisements need to attract and hold the attention of the public. For this reason, it’s now normal to see advertisements that consist of pictures or words from experts to show people how good the product is. Others try to create advertisements that people simply enjoy looking at. As present-day advertisers often have large budgets, huge amounts of money are spent on applying modern design techniques to make these advertisements as visually attractive as possible. However, even this is often not enough to be noticed in a modern city.
译文：广告代理公司过去常制作这种广告，而且效果很好。但后来他们意识到，在产品与服务直接竞争的市场上，这种广告类型可能不太适合。特别是在当代社会，广告需要吸引、保持公众的注意力。因此，现在的广告常常引用专家的图片、文字，向人们展示产品有多棒。还有一些广告代理公司尝试制作具有观赏性的广告。现在的广告客户通常预算充足，他们会花大笔的钱采用现代设计技术，让广告更具视觉吸引力。但即便是这种广告方式在现代城市中也不足以引起消费者的注意。
第4段原文：Because of the boost in advertising, people are used to seeing a high standard of visual design. Modern advertisements need something else to separate them from their competitors. To stand out in a world of competitive advertising, they must combine the highest standard of design with creative ways to make people believe that they “must have the product”. For example, some advertisements may suggest that buying a car can make you free. That is, they use the concept of freedom to sell the car. Other common ideas include happiness, wealth and success. In fact, in the world of advertisements, such content is as old as advertising itself.
译文：因为广告业的迅速发展，人们早已对那些高水准的视觉设计习以为常。现代广告需要另外一些东西，以便将它们与其他竞争者区别开来。为了在竞争激烈的广告界凸显出来，他们必须将最高水准的设计与创造性的方法结合起来，使人们确信他们“必须购买这种产品”。例如，一些广告可能会暗示买车能让你自由。也就是说，广告代理公司借用自由的概念销售汽车。其他常见概念销售包括幸福、财富和成功。事实上，这些概念和广告业一样历史悠久。
第5段原文：For many of today’s advertisers, repeating old ideas is not a successful approach. Ideas that would work in the past genuinely are not as effective now. They realise that it does not matter how attractive the idea linked with the product is—most people know and anticipate that the main purpose of the advertisement is to make customers buy the product. Instead, these advertisers look for other ways to make people notice their products. The top advertisers of today believe that using humour as well as new and unusual ideas to surprise people is important. Their aim is to create something that has never been seen before and that people find interesting. By doing this, they hope to make people forget that someone is trying to sell them something!
译文：对很多今天的广告商而言，重复过去的广告并不会获得成功。过去可行的想法，放到现在并不一定有效。他们意识到与产品关联的概念有多么吸引人并不重要——大多数人都明白，广告的主要目的就是让客户购买产品。于是，广告商转而通过打广告，让更多的消费者注意到自己的产品。当今顶级广告商认为广告要用幽默、新颖、奇特的创意给人们带来惊喜。他们的目的是创造一些人们从未见过的东西，从而让人们觉得有趣，进而让消费者忘记有人在试图向他们推销商品！
第6段原文：However, not all advertising is about selling products and services for a profit. Some advertisements nowadays aim to make a contribution to society and welfare. For example, there are public advertisements, which encourage citizens to participate in improving their neighbourhood, protecting the environment, and helping other people. Over the last decade, the government has sponsored advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc. These advertisements have helped to increase public knowledge about topics that used to be ignored by most people, and this has made our society a better place for everyone.
译文：然而，并非所有的广告都是以盈利为目的销售产品与服务，现在还有一些广告的目的在于为社会和福利作贡献，比如公益广告，它鼓励市民参与改善社区、保护环境和帮助他人的活动。过去的十多年里，政府赞助了一些公益广告，教育公众防治艾滋病，呼吁民众节约用水、帮助贫困人口、戒烟等。这些广告帮助公众增强对以往被忽视话题的公共认知，也让我们的社会更加美好。
二、重点单词
fundamental 形容词
英文释义 forming the basic or most important part of something
课文原句 “...started with the fundamental purpose of promoting and selling goods...”
promote 动词
英文释义 to help sell a product by advertising it; to raise someone to a higher position
课文原句 “...the fundamental purpose of promoting and selling goods...”
点拨：此处是“推销”，不是“晋升”；同根词 promotion 兼有“促销 / 晋升”两义。
agency 名词
英文释义 a business that provides a particular service for other companies
课文原句 “Advertising agencies would create a basic type of advertisement...”
commercial 形容词 / 名词
英文释义 relating to buying and selling things; (noun) an advertisement on TV or radio
课文原句 “...known as a commercial advertisement.”
go through 短语动词
英文释义 to experience a process or series of changes
课文原句 “Such advertisements have gone through a process of change...”
originate 动词
英文释义 to come from a particular place or situation
课文原句 “...the name of the place from which the product originated.”
corporation 名词
英文释义 a large company or business organisation
课文原句 “...or ‘Tsing Tao Beer Corporation’.”
effective 形容词
英文释义 producing the result that is wanted
课文原句 “...and it could be very effective.”
marketplace 名词
英文释义 the situation of competing businesses selling to the same customers
课文原句 “...a marketplace where products and services are in direct competition...”
consist of 短语动词
英文释义 to be made up of particular parts
课文原句 “...advertisements that consist of pictures or words from experts...”
点拨：无被动、无进行时，与 be made up of 同义。
apply 动词
英文释义 to use a method, technique or idea in a particular situation
课文原句 “...spent on applying modern design techniques...”
点拨：常见义是“申请”，此处是“运用（技术）”。
budget 名词
英文释义 the amount of money available for a particular purpose
课文原句 “As present-day advertisers often have large budgets...”
visually 副词
英文释义 in a way that relates to what you can see
课文原句 “...as visually attractive as possible.”
boost 名词
英文释义 a sudden increase or improvement
课文原句 “Because of the boost in advertising...”
separate 动词
英文释义 to make or keep two things different or apart
课文原句 “...need something else to separate them from their competitors.”
点拨：separate A from B 固定搭配。
stand out 短语动词
英文释义 to be much better or more noticeable than others
课文原句 “To stand out in a world of competitive advertising...”
combine 动词
英文释义 to join or mix two or more things together
课文原句 “...they must combine the highest standard of design with creative ways...”
点拨：combine A with B 是写作高频搭配。
concept 名词
英文释义 an abstract idea or general notion
课文原句 “...they use the concept of freedom to sell the car.”
genuinely 副词
英文释义 really; in a true sense
课文原句 “Ideas that would work in the past genuinely are not as effective now.”
anticipate 动词
英文释义 to expect or realise something before it happens
课文原句 “...most people know and anticipate that the main purpose...”
approach 名词
英文释义 a particular way of dealing with something
课文原句 “...repeating old ideas is not a successful approach.”
aim 名词 / 动词
英文释义 the thing you are trying to achieve; to intend to achieve something
课文原句 “Their aim is to create something...” / “Some advertisements nowadays aim to make a contribution...”
for profit 短语
英文释义 in order to make money
课文原句 “...not all advertising is about selling products and services for a profit.”
welfare 名词
英文释义 people’s health, happiness and general well-being
课文原句 “...aim to make a contribution to society and welfare.”
sponsor 动词
英文释义 to pay for an event or activity, often in order to support or advertise it
课文原句 “...the government has sponsored advertisements to educate the public...”
participate in 短语动词
英文释义 to take part in an activity
课文原句 “...encourage citizens to participate in improving their neighbourhood...”
decade 名词
英文释义 a period of ten years
课文原句 “Over the last decade, the government has sponsored advertisements...”
三、一词多义和熟词生义
promote 常见义是“晋升、提拔”，课文中是“推销、推广（商品）”。原句 “the fundamental purpose of promoting and selling goods”。
commercial 常见义是形容词“商业的”，作名词时是“（电视 / 广播）广告”。原句 “a commercial advertisement”。
apply 常见义是“申请（apply for）”，课文中是“运用、施加（技术）”。原句 “applying modern design techniques”。
classic 常见义是“经典的、一流的”，课文中 Classic advertisements 指“早期传统的广告形式”，带时间对比意味。
hold 常见义是“握住、举行”，hold the attention of the public 是“持续抓住（公众的）注意力”。
likely 常见搭配是 sb be likely to do，课文中 It was likely to be the name of a company 指“（广告上的信息）很可能是公司名”，It 回指上句的 information。
boost 常见义是动词“促进、推动”，课文中作名词“（广告业的）迅猛发展”。原句 “Because of the boost in advertising”。
separate 常见义是“分开”，课文中 separate them from their competitors 是“使自家广告与竞争者区别开来”。
as old as 不是“和……一样老”，是“与……一样历史悠久”。原句 “such content is as old as advertising itself”。
genuinely 常见译作“真诚地”，课文中是加强否定的“确实、真的”。原句 “genuinely are not as effective now”。
used to 本课出现三种形态：used to give（过去常常）、be used to seeing（习惯于）、used to be ignored（过去被……），一课集齐，务必分辨。
四、重点词块
动词 + 名词 / 介词搭配
promote and sell goods（推销并销售商品）
go through a process of change（经历变化过程）
give information about finding certain products（提供识别产品的信息）
originate from...（源自……）
be in direct competition with each other（彼此直接竞争）
attract and hold the attention of the public（吸引并保持公众注意力）
consist of pictures or words（由图片或文字构成）
show people how good the product is（向人们展示产品有多好）
spend huge amounts of money on doing sth（花巨资做某事）
apply modern design techniques（运用现代设计技术）
separate A from B（把 A 与 B 区分开）
stand out（脱颖而出）
combine A with B（把 A 与 B 结合）
make people believe that...（使人相信……）
use the concept of freedom to sell the car（借"自由"概念卖车）
look for other ways to do sth（另寻办法）
surprise people（给人惊喜）
make people forget that...（让人忘记……）
make a contribution to society and welfare（为社会与福利作贡献）
encourage citizens to participate in doing sth（鼓励市民参与）
protect the environment（保护环境）
educate the public on...（就……教育公众）
increase public knowledge about...（提升公众认知）
make our society a better place（让社会更美好）。
固定搭配 / 句式
be known as...（被称为……）
along with...（与……同步）
be likely to be...（很可能是……）
part of which...（其中一部分……）
be suitable for...（适合于……）
as + adj + as possible（尽可能……）
be used to doing sth（习惯于做某事）
as + adj + as...（和……一样……）
not as effective as...（不如……有效）
it does not matter how...（……多么……都不要紧）
not all...（并非所有……：部分否定）
for a profit（为了盈利）
Over the last decade（在过去十年里）。
语篇衔接（说明文时间线）
started with...（起点）
used to... / But then...（旧法 → 失效）
Particularly now / For this reason（推进到现代）
However, even this is often not enough（再转）
Because of... / To stand out...（原因与目标）
In fact...（补充强调）
Instead...（改弦更张）
However, not all advertising...（主题转折：从商业到公益）
and this has made...（收束升华）。
五、长难句拆解
【原句】The advertising industry started with the fundamental purpose of promoting and selling goods to people who might need them.
【主干】The advertising industry started with the purpose.
【分层】of + 两个并列动名词（promoting / selling）作 purpose 的后置定语；to people 对象状语；who 引导定语从句修饰 people；might 表推测。
【翻译】广告业起步时的根本目的，就是把商品推销并卖给可能用得上的人。
【考点】of + doing 作抽象名词的后置定语；who 定从；might 表可能性。
【原句】Advertising agencies would create a basic type of advertisement known as a commercial advertisement. Such advertisements have gone through a process of change over the years along with social, economic and technological developments.
【主干】Advertising agencies would create a type of advertisement. / Such advertisements have gone through a process.
【分层】would 表示过去习惯性动作（不是过去将来）；known as... 过去分词短语作后置定语；have gone through 现在完成时，与 over the years 呼应；along with 引出伴随因素；三个并列形容词修饰 developments。
【翻译】广告代理公司过去会做一种基本广告，也就是所谓的商业广告。多年来，这类广告随社会、经济与技术发展同步经历了一连串变化。
【考点】would 表过去习惯；过去分词作定语；现在完成时 + over the years；along with 短语。
【原句】Classic advertisements used to give information about finding certain products. It was likely to be the name of a company, part of which might include the name of the place from which the product originated.
【主干】Classic advertisements used to give information. / It was likely to be the name.
【分层】used to do 表过去常常；about + 动名词；It 回指 information；part of which 引导非限制性定从修饰 the name of a company；from which 再引导一个定从修饰 the place，构成双重“介词 + which”。
【翻译】早期广告通常只提供识别某类产品的信息，多半是公司名称，其中一部分还可能包含产品原产地的地名。
【考点】used to do；两层“介词 + 关系代词”定语从句；originate from。
【原句】From the name you would know what the company sells, where they are located, and the name of the product.
【主干】you would know...
【分层】From the name 状语前置；would 表“过去通常会”；know 后接 what 宾从、where 宾从与名词短语 the name of the product 三个并列宾语（前两个是从句，第三个是名词，结构不完全对称但并列成立）。
【翻译】光看名字，你就能知道这家公司卖什么、在哪里，以及产品叫什么。
【考点】would 表习惯性推断；宾语从句并列；be located（位于）。
【原句】But then they realised that it might not be suitable for a marketplace where products and services are in direct competition with each other.
【主干】they realised that...
【分层】that 宾从；might not be 表委婉否定推测；where 引导定从修饰 a marketplace（抽象地点名词）；be in direct competition with 固定搭配。
【翻译】但后来他们意识到，在产品与服务彼此直接竞争的市场里，这种广告未必合适。
【考点】where 定从修饰抽象地点（marketplace / situation / case）；might not 的语气。
【原句】For this reason, it’s now normal to see advertisements that consist of pictures or words from experts to show people how good the product is.
【主干】it’s normal to see advertisements.
【分层】it 形式主语 + 不定式；that 引导定从修饰 advertisements；consist of 无被动；to show people... 目的状语；how good the product is 是宾语从句，用陈述语序。
【翻译】因此，如今常见的做法是广告里放上专家的图片或文字，向人们表明产品有多好。
【考点】it 形式主语；that 定从；consist of；how + adj + 主语 + 谓语的宾从语序。
【原句】As present-day advertisers often have large budgets, huge amounts of money are spent on applying modern design techniques to make these advertisements as visually attractive as possible.
【主干】huge amounts of money are spent.
【分层】As 引导原因状从；are spent 被动语态；huge amounts of + 不可数名词作主语，谓语用复数 are；on + 动名词 applying；to make... 目的状语；as + adj + as possible 结构。
【翻译】由于如今的广告客户预算充足，大笔资金被投入到现代设计技术上，只为让广告在视觉上尽可能吸引人。
【考点】as 原因状从；被动语态；amounts of 的主谓一致；as...as possible。这句与下一句 However, even this is often not enough 形成明显的让步转折。
【原句】Because of the boost in advertising, people are used to seeing a high standard of visual design. Modern advertisements need something else to separate them from their competitors. To stand out in a world of competitive advertising, they must combine the highest standard of design with creative ways to make people believe that they “must have the product”.
【主干】people are used to seeing... / Modern advertisements need something else. / they must combine A with B.
【分层】Because of + 名词短语（不是从句）；be used to doing；to separate... 不定式作后置定语修饰 something else；To stand out... 不定式作目的状语置于句首；ways to do 不定式作定语；that 宾从作 believe 的宾语。
【翻译】由于广告业迅猛发展，人们对高水准的视觉设计早已习以为常。现代广告还需要别的东西把自己与竞争者区分开；想在竞争激烈的广告世界里出头，就必须把顶级设计与创意手法结合起来，让人相信"非买不可"。
【考点】because of + 名词 vs because + 从句；be used to doing 三重辨析；不定式作定语 / 目的状语；combine A with B。
【原句】They realise that it does not matter how attractive the idea linked with the product is—most people know and anticipate that the main purpose of the advertisement is to make customers buy the product.
【主干】They realise that...
【分层】it 形式主语 + how 引导的主语从句（how attractive... is）；linked with the product 过去分词作后置定语修饰 the idea；破折号后解释原因；know and anticipate 并列谓语接 that 宾从；make sb do 使役结构。
【翻译】他们明白，与产品绑定的概念有多诱人并不重要——大多数人都清楚并预料得到，广告的主要目的就是让顾客掏钱。
【考点】it does not matter how...；过去分词作定语；make sb do；破折号补述。
【原句】The top advertisers of today believe that using humour as well as new and unusual ideas to surprise people is important. Their aim is to create something that has never been seen before and that people find interesting. By doing this, they hope to make people forget that someone is trying to sell them something!
【主干】The top advertisers believe that... / Their aim is to create something. / they hope to make people forget that...
【分层】动名词短语 using humour as well as... 作宾从主语，谓语用单数 is（as well as 不影响主谓一致）；两个并列 that 定从共同修饰 something，第二个 that 不可省；By doing this 方式状语；forget 后接 that 宾从。
【翻译】当今顶尖广告主认为，用幽默以及新奇、出人意料的点子给人惊喜很重要。他们的目标是造出前所未见、又让人觉得有意思的东西；借此让观众忘记：有人正想把东西卖给他们！
【考点】动名词作主语 + 单数谓语；as well as 不参与主谓一致；并列定语从句；by doing 表方式；现在完成时被动 has never been seen。
【原句】However, not all advertising is about selling products and services for a profit. Some advertisements nowadays aim to make a contribution to society and welfare. For example, there are public advertisements, which encourage citizens to participate in improving their neighbourhood, protecting the environment, and helping other people.
【主干】not all advertising is about... / Some advertisements aim to... / there are public advertisements.
【分层】not all... 是部分否定（并非所有）；about + 动名词；aim to do；which 引导非限制性定从；encourage sb to do；participate in 后接三个并列动名词 improving / protecting / helping。
【翻译】然而，并非所有广告都为盈利而推销产品与服务。如今有些广告旨在为社会与公共福利作贡献，比如公益广告：它鼓励市民参与改善社区、保护环境、帮助他人。
【考点】部分否定 not all；aim to do；which 非限制性定从；三个并列动名词。
【原句】Over the last decade, the government has sponsored advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc. These advertisements have helped to increase public knowledge about topics that used to be ignored by most people, and this has made our society a better place for everyone.
【主干】the government has sponsored advertisements. / These advertisements have helped..., and this has made...
【分层】Over the last decade + 现在完成时；to educate... 目的状语；on + 四个并列动名词；that 引导定从修饰 topics，从句是 used to be ignored（used to + 被动）；make + 宾语 + 名词短语作宾补。
【翻译】过去十多年里，政府赞助了一批公益广告，就防治艾滋病、节约用水、帮扶贫困人口、戒烟等议题教育公众。这些广告提升了大众对曾经被忽视议题的认知，也让我们的社会对所有人都更友好。
【考点】over/in the last + 时间段 + 现在完成时；on + doing 并列；used to be done 被动；make + 宾 + 宾补（名词）。
六、语法点清单（定语从句、形式主语与并列动名词）
定语从句：people who might need them；part of which might include...；from which the product originated；a marketplace where...；advertisements that consist of...；advertisements that people simply enjoy looking at；Ideas that would work in the past；something that has never been seen before and that people find interesting（并列定从）；which encourage citizens...；topics that used to be ignored。本篇是"介词 + which"与并列定语从句的密集范本。
形式主语 it：It was likely to be...；it’s now normal to see...；it does not matter how attractive... is。
宾语从句：what the company sells / where they are located；how good the product is；realised that...；believe that...；suggest that...；know and anticipate that...；forget that...；make people believe that...。
状语从句：As present-day advertisers often have large budgets（原因）；Particularly now（时间）；However / Instead / For this reason（连接副词）。
被动语态：are spent on...；has never been seen；used to be ignored；be located；is made。
非谓语：promoting / selling / finding / seeing / applying / improving / protecting / helping / fighting / saving / giving up（动名词，多处并列）；known as / linked with（过去分词作定语）；to show / to separate / to stand out / to make / to create / to educate / to surprise（不定式作定语、目的或宾补）。
used to 三态：used to give（过去常常）、are used to seeing（习惯于）、used to be ignored（过去被……）。一课集齐，是本篇最值得整理的辨析点。
比较与否定：as visually attractive as possible；as old as advertising itself；not as effective now；not all advertising（部分否定）；even this is often not enough。
归拢后可以看出：定语从句（尤其介词 + which 与并列 that）+ 形式主语与宾语从句 + 动名词并列是这篇课文的三大语法主线。它是一篇按时间线展开的说明文，句子长但结构整齐，精读时先抓每段的"广告形态变化"，再看语法如何服务于这条线，最省力。
七、逻辑链
起点（第1段）：用 started with the fundamental purpose 立原点——广告本来只为"把货卖给可能需要的人"；agency 做出最基本的 commercial advertisement；再用 have gone through a process of change over the years along with... 一句预告全文主线：广告随社会、经济、技术演进而变。这一句是全篇的总纲。
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形态一：信息型（第2段）：Classic advertisements used to give information about finding certain products。举"上海缝纫机厂""青岛啤酒公司"为例——名字里就含产品、地名。From the name you would know what... / where... / and the name... 三个并列宾语说明它功能直接、有效。此时广告 = 信息。
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失效与形态二：注意力型（第3段）：But then 一转：市场竞争使纯信息广告不再合适，advertisements need to attract and hold the attention of the public。于是出现专家图文、观赏性广告、大预算现代设计、as visually attractive as possible。但段末立刻补刀：However, even this is often not enough to be noticed——视觉升级也到顶了。这一段是"提出方案 → 立即否定方案"的推进方式。
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形态三：概念型（第4段）：Because of the boost... people are used to seeing... 解释上段为何"还不够"：观众已被惯坏。要 stand out，就得 combine the highest standard of design with creative ways，把产品与抽象概念绑定——自由、幸福、财富、成功。买车 = 买自由。段末 In fact... as old as advertising itself 又埋下伏笔：这套手法其实并不新。
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形态四：反推销型（第5段）：repeating old ideas is not a successful approach 接上段伏笔；原因是大众已 anticipate that the main purpose... is to make customers buy。既然人人看穿，顶级广告商改用幽默与前所未有的创意，目标是让人 forget that someone is trying to sell them something。逻辑完成一次漂亮的闭环：广告越成功，越要不像广告。
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主题跳转（第6段）：However, not all advertising is about... for a profit 用部分否定把视角从商业广告拉到公益广告：改善社区、环保、助人；政府十年来赞助防艾、节水、扶贫、戒烟等议题。收尾落在 increase public knowledge about topics that used to be ignored 与 made our society a better place——从"卖东西"升到"让社会更好"。
全文结构是"原点 → 四种形态逐级递进 → 每次递进都由上一形态的失效触发 → 最后跳出具商业目的作升华"。它和 Unit 5 Lesson 3《Understanding》同属说明 / 议论文，但那篇靠"设问—分因"，这篇靠"时间线—形态迭代"，两篇对读，可以掌握英语说明文最常见的两种展开方式。
八、写作迁移（仿写与输出）
模板一：have gone through a process of change over the years along with...（写变化）
课文句：Such advertisements have gone through a process of change over the years along with social, economic and technological developments.
仿写：Our ways of reading have gone through a process of change over the years along with the spread of smart phones.（随着智能手机普及，我们的阅读方式这些年几经变化。）——现象类、图表类作文的开头。
模板二：For this reason, it’s now normal to see...（因果过渡）
课文句：For this reason, it’s now normal to see advertisements that consist of pictures or words from experts.
仿写：For this reason, it is now normal to see students taking notes on tablets instead of in exercise books.（因此，如今学生用平板而不是本子记笔记已很常见。）——说明变化、引出例证。
模板三：To stand out..., sb must combine A with B（提出对策）
课文句：To stand out in a world of competitive advertising, they must combine the highest standard of design with creative ways to make people believe that they "must have the product".
仿写：To stand out in a crowded job market, graduates must combine solid skills with the ability to explain them clearly.（想在拥挤的求职市场里脱颖而出，毕业生必须把扎实技能和清晰表达结合起来。）——建议类作文的分论点句。
模板四：It does not matter how...（弱化干扰项）
课文句：They realise that it does not matter how attractive the idea linked with the product is.
仿写：It does not matter how beautiful the plan looks; what counts is whether we can carry it out.（方案看上去多漂亮都不要紧，要紧的是能不能落地。）——议论文驳论、抓本质。
模板五：not all...（部分否定，留有余地）
课文句：However, not all advertising is about selling products and services for a profit.
仿写：Not all failures are wasted; some of them quietly change the direction of our lives.（并非所有失败都白费，有些悄悄改变了人生的方向。）——结尾升华，比绝对化表述更稳。
模板六：Over the last decade, ... has... and this has made...（时代收束）
课文句：Over the last decade, the government has sponsored advertisements... and this has made our society a better place for everyone.
仿写：Over the last decade, the school has opened its library to the whole neighbourhood, and this has made reading a shared habit.（过去十年，学校把图书馆向整个社区开放，这让阅读成了大家共同的习惯。）——现在完成时 + 结果升华，社会话题作文的收尾模板。
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