Advertising is a highly developed twentieth-century industry. The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising. Why is advertising so popular? Is it a waste of money? It has been proved again and again that repeated advertising increases product sales. Since it increases production, the price can be reduced. Therefore advertising, instead of making a product more expensive, makes it cheaper.
Advertising is now a scientific business. Once managers would say jokingly, " I know that half of what I spend on advertising is wasted, but I don't know which half." Now, all parts of an advertising program are properly measured and researched.
What makes a good advertisement? There have been major changes in advertising in the past sixty years. People read advertisements partly for information and partly for pleasure. Today's advertisements often start with a question, or a puzzle, with the purpose of attracting the reader's attention. Of course, most advertisements contain information. But this is usually contained in a text that is interesting and often funny. Humor is very important. Sometimes advertisements tell a story, or the story may be continued over a number of advertisements. However, there is a danger in this. It is possible that the reader or viewer will remember the advertisement but not the name of the product.
【小題1】The purpose of advertising is ____.

Advertising is a highly developed twentieth-century industry. The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising. Why is advertising so popular? Is it a waste of money? It has been proved again and again that repeated advertising increases product sales. Since it increases production, the price can be reduced. Therefore advertising, instead of making a product more expensive, makes it cheaper.

Advertising is now a scientific business. Once managers would say jokingly, " I know that half of what I spend on advertising is wasted, but I don't know which half." Now, all parts of an advertising program are properly measured and researched.

What makes a good advertisement? There have been major changes in advertising in the past sixty years. People read advertisements partly for information and partly for pleasure. Today's advertisements often start with a question, or a puzzle, with the purpose of attracting the reader's attention. Of course, most advertisements contain information. But this is usually contained in a text that is interesting and often funny. Humor is very important. Sometimes advertisements tell a story, or the story may be continued over a number of advertisements. However, there is a danger in this. It is possible that the reader or viewer will remember the advertisement but not the name of the product.

1.The purpose of advertising is ____.

2.Which of the following can be used in place of the underlined phrase "hand in hand" ?

3. What is meant by what managers said in the second paragraph?

4.What does the writer think of advertising?

Advertising is a highly developed twentieth-century industry. The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising. Why is advertising so popular? Is it a waste of money? It has been proved again and again that repeated advertising increases product sales. Since it increases production, the price can be reduced. Therefore advertising, instead of making a product more expensive, makes it cheaper.
Advertising is now a scientific business. Once managers would say jokingly, " I know that half of what I spend on advertising is wasted, but I don't know which half." Now, all parts of an advertising program are properly measured and researched.
What makes a good advertisement? There have been major changes in advertising in the past sixty years. People read advertisements partly for information and partly for pleasure. Today's advertisements often start with a question, or a puzzle, with the purpose of attracting the reader's attention. Of course, most advertisements contain information. But this is usually contained in a text that is interesting and often funny. Humor is very important. Sometimes advertisements tell a story, or the story may be continued over a number of advertisements. However, there is a danger in this. It is possible that the reader or viewer will remember the advertisement but not the name of the product

1. 1.

   The purpose of advertising is ____

   1. A.
      to increase product sales
   2. B.
      to make a product much better
   3. C.
      to spend more money
   4. D.
      to reduce the production
2. 2.

   Which of the following can be used in place of the underlined phrase "hand in hand" ?

   1. A.
      Here and there
   2. B.
      Again and again
   3. C.
      As usual
   4. D.
      At the same time
3. 3.

   What is meant by what managers said in the second paragraph?

   1. A.
      A11 the money on advertising was wasted
   2. B.
      Not all the advertisements were well designed
   3. C.
      A11 the managers knew about advertising then
   4. D.
      Managers spent no money on advertising
4. 4.

   What does the writer think of advertising?

   1. A.
      Useless
   2. B.
      Unnecessary
   3. C.
      Important
   4. D.
      Wasteful

Advertising is a highly developed twentieth-century industry. The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising. Why is advertising so popular? Is it a waste of money? It has been proved again and again that repeated advertising increases product sales. Since it increases production, the price can be reduced. Therefore advertising, instead of making a product more expensive, makes it cheaper.

　　Advertising is now a scientific business. Once managers would say jokingly, “I know that half of what I spend on advertising is wasted, but I don't know which half." Now, all parts of an advertising programme are properly measured and researched.

What makes a good advertisement? There have been major changes in advertising in the past sixty years. People read advertisements partly for information and partly for pleasure. Today's advertisements often start with a question, or a puzzle, with the purpose of attracting the reader's attention. Of course, most advertisements contain information. But this is usually contained in a text that is interesting and often funny. Humour is very important. Sometimes advertisements tell a story, or the story may be continued over a number of advertisements. However, there is a danger in this. It is possible that the reader or viewer will remember the advertisement but not the name of the product.

1. The purpose of advertising is ____.

A. to increase product sales

B. to make a product much better

C. to spend more money

D. to reduce the production

2. Which of the following can be used in place of the underlined phrase "hand in hand"?

A. Here and there.                B. Again and again.

C. As usual.                     D. At the same time.

3. What is meant by what managers said in the second paragraph?

A. A11 the money on advertising was wasted.

B. Not all the advertisements were well designed.

C.A11 the managers knew about advertising then.

D. Managers spent no money on advertising.

4. What does the writer think of advertising?

A. Useless.            B. Unnecessary.           C. Important.               D. Wasteful.

根據(jù)短文內容，從下框的A—F選項中選出能概括每一段主題的最佳選項，并在答題卡上將該選項涂黑。選項中有一項為多余選項。

61．__________________

       Advertising is a highly developed twentieth-century industry．The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising．Why is advertising so popular? Is it a waste of  money? It has been proved again and again that repeated advertising increases product sales．Since it increases production, the price can be reduced．Therefore advertising, instead of making a product more expensive, makes it cheaper．

62．______________________

       What can you advertise ? You can advertise products of all kinds, such as shoes or umbrellas, or services like car repairs and travel．In Europe and USA political leaders often use recorded TV advertisements to persuade people to vote for them．Besides broadcast advertisements on radio and TV, there are other ways to advertise : cinemas,magazines and newspapers, for example．Large boards can be used for printed posters,especially near main roads．A sign outside or inside a shop is a form of advertising．Balloons and light planes can be used to pull huge signs as they fly slowly over a city．

63．________________

       Advertising is now a scientific business．Once managers would say jokingly, " I know that half of what I spend on advertising is wasted, but I don't know  which half．" Now, all parts of an advertising programme are properly measured and researched．

64． _________________

       How are advertisements made? A company goes to an advertising firm to discuss the advertising of its product．The firm collects as much information as possible about product and the consumers who might buy it．The person at the advertising firm in charge of the matter then holds a meeting．Also present will be a person who thinks up an idea for an advertisement, and a person who will buy space in the newspapers or time on TV．There will be a writer writing the text for the advertisement and a designer who will design it, using pictures or photographs or the text．

65．_________________

       When the advertisement is ready, it is shown to the company．If the company agrees, they may try it out in a small part of the country to see if product sales increases as a result of the advertisement．If they do, then it will be used throughout the country．If the advertisement fails, the whole program will be reviewed．Researchers will go out and interview possibles customers to find out the reasons for this failure．

根據(jù)短文內容，從下框的A—F選項中選出能概括每一段主題的最佳選項，并在答題卡上將該選項涂黑。選項中有一項為多余選項。

根據(jù)短文內容，從下框的A—F選項中選出能概括每一段主題的最佳選項，并在答題卡上將該選項涂黑。選項中有一項為多余選項。

61．__________________

　　　 Advertising is a highly developed twentieth-century industry．The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising．Why is advertising so popular? Is it a waste of money? It has been proved again and again that repeated advertising increases product sales．Since it increases production, the price can be reduced．Therefore advertising, instead of making a product more expensive, makes it cheaper．

62．______________________

　　　 What can you advertise ? You can advertise products of all kinds, such as shoes or umbrellas, or services like car repairs and travel．In Europe and USA political leaders often use recorded TV advertisements to persuade people to vote for them．Besides broadcast advertisements on radio and TV, there are other ways to advertise : cinemas,magazines and newspapers, for example．Large boards can be used for printed posters,especially near main roads．A sign outside or inside a shop is a form of advertising．Balloons and light planes can be used to pull huge signs as they fly slowly over a city．

63．________________

　　　 Advertising is now a scientific business．Once managers would say jokingly, " I know that half of what I spend on advertising is wasted, but I don't know which half．" Now, all parts of an advertising programme are properly measured and researched．

64． _________________

　　　 How are advertisements made? A company goes to an advertising firm to discuss the advertising of its product．The firm collects as much information as possible about product and the consumers who might buy it．The person at the advertising firm in charge of the matter then holds a meeting．Also present will be a person who thinks up an idea for an advertisement, and a person who will buy space in the newspapers or time on TV．There will be a writer writing the text for the advertisement and a designer who will design it, using pictures or photographs or the text．

65．_____________________

　　　 When the advertisement is ready, it is shown to the company．If the company agrees, they may try it out in a small part of the country to see if product sales increases as a result of the advertisement．If they do, then it will be used throughout the country．If the advertisement fails, the whole program will be reviewed．Researchers will go out and interview possibles customers to find out the reasons for this failure．