题目内容

Advertising is different from other forms of communication _________the advertiser pays for the message to be delivered．

A.
in which
B.
in order that
C.
in that
D.
in the way

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Advertising is different from other forms of communication in that the advertiser pays for the message________.

A. to deliver　　　　　　　　　　　　　　　　　　　　　　 B. delivered

C. to be delivered　　　　　　　　　　　　　　　　　　 D. delivering

There is no doubt that watching television and movies can influence the way that people behave. Moreover, it seems that people are spending more and more time watching some sort of visual entertainment, whether it is television, a video tape or a DVD. Therefore, the effects of the visual media cannot be ignored.
One obvious effect of these media is that watching them induces(诱导)people to buy certain products. Television advertising is widespread and, nowadays, even movie theaters permit advertisements. Another way TV and the movies affect people is that they give people either a broader view of the world or a distorted(扭曲的)one, depending on what type of program they watch. Those who watch news and educational programs can learn many new things while those who watch primarily entertainment shows may come to believe that most people in the world have great wealth and good looks. It may make them become dissatisfied with their own lives. Finally perhaps the most susceptible(易受影响的)viewers are children, who may be unable to tell fact from fiction and may try to copy acts that they see on TV or in the movies.
With the ever-increasing popularity of video entertainment, society must pay attention to these effects. Television and movies, while entertaining and informative, cannot take the place of real experiences.
【小题1】From the passage, we know that watching television and movies can .

A．make people live better	B．make people feel pleased
C．make people change their way of life	D．make people live worse

【小题2】The writer holds the view that .

A．people may take no notice of the effects of the visual media

B．people must pay attention to the effects of the visual media

C．the effects of the visual media make the world changed greatly

D．the visual media only affect young people

【小题3】Which of the following is TRUE according to the passage?

A．Those who watch news and educational programs can earn a lot of money and become very pretty.

B．The reason why most people possess great wealth and good looks is that they often watch television advertising.

C．People buy products only when they are induced by television advertising.

D．People who watch primarily entertainment shows may come to believe that most people in the world are rich and beautiful.

【小题4】What would be the best title for this text?

A．The Influence of Television and Movies

B．The Reason Why People Watch Television and Movies

C．Television and Movies Induce People

D．The Importance of Television and Movies

根据短文内容，从下框的A—F选项中选出能概括每一段主题的最佳选项，并在答题卡上将该选项涂黑。选项中有一项为多余选项。

A．Ways to advertise a product
B．Things to be advertised
C．Advantages of advertising
D．A scientific business
E．Preparations for an advertisement
F．Ways to try out an advertisement

【小题1】__________________
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．
【小题2】______________________
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．
【小题3】________________
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．
【小题4】_________________
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．
【小题5】_________________
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．

Advertising is different from other forms of communication in that the advertiser pays for the message .

A．to deliver B．having delivered C．to be delivered D．delivering

When you turn on the radio, you hear an advertisement. When you watch television, you hear and see an advertisement. If you turn the pages of a newspaper or magazine, again you find an advertisement. If you walk down the street, you see one advertising board after another. All day, every day, people who want to sell you something compete to catch your attention. As a result, advertisements are almost everywhere.

In the West, advertisements are the fuel that makes mass media work. Many TV stations, newspapers, magazines, radio stations are privately owned. The government does not give them money. So where does the money come from? From advertisements. Without advertisements, there would not be these private businesses.

Have you ever asked yourself what advertising is? Through the years, people have given different answers to the question. For some time it was felt that advertising was a means of “keeping your name before the public”. And some people thought that advertising was “truth well told”. Now more and more people describe it in this way: Advertising is the paid , nonpersonal, and usually persuasive description of goods, services and ideas by identified sponsors(出资者) through various media.

First, advertising is usually paid for. Various sponsors pay for the advertisements we see, read, and hear over the various media. Second, advertising is nonpersonal. It is not face to face communication. Although you may feel that a message in a certain advertisement is aimed directly at you. In reality, it is directed at large groups of people. Third, advertising is usually persuasive. Directly or indirectly it tells people to do something. All advertisements try to make people believe that the product, idea, or service advertised can do good to them. Fourth, the sponsor of the advertisement must be identified. From the advertisement, we can see if the sponsor is a company, or an organization, or an individual. Fifth, advertising reaches us through traditional and nontraditional mass media. Included in the traditional media are newspapers, magazines, radio, television, and films. Nontraditional media includes the mail, matchbox covers and billboards.

1.According to the passage, who are most probably paying for the advertisements?

A. Companies. B. Organizations. C. Individuals. D. All of the above.

2.The existence of the privately owned mass media depends financially on______.

A. the government B. their owners’ families C. advertisements

D. the audience

3.Which of the following is considered nontraditional mass media?

A. Newspapers B. The mail C. Magazines D. Films

4.According to the passage, which of the following statements about the features of advertisements is NOT true?

A. Advertising must be honest and amusing.

B. Advertising is meant for large groups of people.

C. Advertising tells people to do something directly or indirectly.

D. The sponsors are always mentioned in the advertisements.

Advertising is different from other forms of communication _________the advertiser pays for the message to be delivered．

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