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听力文稿 ( Transcript )
(London Channel 4) The government is spending £4 million in an effort to curb binge-drinking. Nearly six million Britons admit they knock back the booze simply to get drunk. An advertising campaign to be launched by the Home Office and the Department of Health on Monday warns excessive drinkers that they risk being raped, beaten or subjected to horrifying accidents. And health warnings could appear on bottles of wine and spirits within the next 18 months..
By now, four million pounds has been spent targeting Britain's binge drinkers. A hard-hitting campaign of adverts warns that excessive drinkers could risk horrifying consequences and there could be health warnings on bottles of wine or spirits. Here is Johns Bobs.
It seems incredible when you think about it, but you're looking at the government's first national alcohol awareness campaign.
Stand back.
An actor robed in a batman costume provides the drama. A Hollywood stunt man then delivers the shock factor. Despite the inevitable thud, the punch line is surprisingly permissive: Drink, have a good time, but know your limits.
The intended audience consumers in the 18 to 24 age range, the folks the Home Office say the ads will work because they ask them.
This is the young people themselves saying, this is what would make a difference to, to the behavior of people when they've had too much to drink. Don't think you're invincible, know your limits, don't have that bravado, that's, that we know that people get around them.
What about this then? The Department of Health told us they are about 6 months away from putting health warnings on individual cans and bottles. But the drinks industry wouldn't accept hard-hitting messages like this. We are more likely to see slogans asking us to behave sensibly.
Still, major research conducted for the European Commission this summer produced a highly skeptical overview of strategies like advertising and warning labels. The report said public service announcements, public education campaigns, and particularly those that focus on low risk drinking guidelines, for example, the Weekly Unit Recommendations, have limited evidence for effectiveness. Using worldwide scientific research, the report's authors give public ad campaigns and warning labels, known in the trade as counter-advertising, the score of zero. That of course indicates a complete lack of effectiveness, but the report goes on to say that these techniques do have a consequence, one that you may find surprising. The report says media advocacy approaches are important to gain public support for policy changes. So the researchers are saying, the ads may not convince us to drink less, but there is evidence that they soften us up for future government initiatives like stricter drink-driving laws, higher taxes on alcohol, or restrictions on the sale of alcohol.
So here's Batman's competition, slick and sexy, the drinks industry knows how to impress, yet health charities are happy with the government's ads. "It's a start", they say, "but that's about it." ------------------------------------ hard-hitting Effective; forceful. 有效的；强有力的 robe To cover or dress in or as if in a robe. 覆盖、穿上或似穿上长袍 stunt man 特技替身演员 punch line (故事, 戏剧, 笑话等中的)妙语 bravadoA pretense of courage; a false show of bravery. 故作勇敢；假装表现出勇敢 slick Smooth, glossy, and slippery 光滑，平滑的，滑的
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