Question

【题目】根据短文内容，从短文后的选项中选出能填入空白处的最佳选项。选项中有两项为多余选项。

Advertising

We live in a world of advertising. Advertising is any means of bringing information to the public. 【1】 What is being presented to the public is usually a product or service, such as a car or camera. Yet it may also be an idea, as in “Vote for Jones”, or an event, as in “Watch the World Series on this channel tomorrow!” Without advertising, people would have a difficult time knowing where goods could be bought or even certain goods or services existed.

Advertising began with town criers in ancient Greece, who called out the name of items available in the market. 【2】 The first printed ads appeared in England in 1480, and newspaper ads began in 1648. In the twentieth century extensive new fields for advertising opened up with the invention of radio and television.

【3】 Fro example, radio and television ads are costly. But they reach a vast audience. This makes them worthwhile and cost-effective for the advertisers. Newspaper ads can feature coupons(赠券) or information that can be clipped and saved. Magazines often appeal directly to special groups, such as sports fans or teenagers. Other forms of advertising include direct mail, e-mail, billboards…

【4】 For the most part, they hire qualified agencies to create their advertising. An advertising agency plans a company’s ads. It also does research. It surveys the market and tests different approaches to determine the most effective way to sell the greatest amount of the product.

How can we be sure that an ad is accurate? Two government agencies, the Federal Trade Commission and the Food and Drug Administration, check ads against false claims. The Postal Service watches for fraudulent(欺骗性的) ads sent by mail. State and local governments also have watchdog agencies. 【5】

A. Its purpose is to sell something.

B. Printed ads are found in newspapers and magazines.

C. Ancient Egyptians carved announcements on stones.

D. Do business owners themselves think up all those ads?

E. Advertisers who trick the public face heavy fines or other punishment.

F. Advertisers use whichever means, or media they think will work best for them.

G. Advertising developed with the rise of mass production in the late 19th century.

Answer 1

【答案】

【1】A

【2】C

【3】F

【4】D

【5】E

【解析】

试题分析：本文主要介绍了广告业的发展历程以及目前发展的状态。

【1】A 根据前句Advertising is any means of bringing information to the public.广告是一种给公众提供信息的方法，它的最终目的是要卖出某个东西。只有A项和下句What is being presented to the public is usually a product or service, such as a car or camera.相一致。故A正确。

【2】C 根据第一句Advertising began with town criers in ancient Greece可以看出第二段介绍的是广告业发展的历史。选项里只有C项：古埃及人把广告刻在石头上与段落主题有关。

【3】F 根据本段首尾句For example, radio and television ads are costly.和Other forms of advertising include direct mail, e-mail, billboards…均说明本段叙述的是做广告的方法，广告要使用最有效的方法来出售自己的产品。故F项符合段落大意。

【4】D 根据第一句For the most part, they hire qualified agencies to create their advertising.大部分情况下，他们雇佣合格的代理商帮他们做广告。本句正是对D项问句的回答。

【5】E 根据前两句The Postal Service watches for fraudulent(欺骗性的) ads sent by mail. State and local governments also have watchdog agencies.可知广告业面临着各方面的监管，如果有任何违法行为，都将受到惩罚。故E项符合上下文。