What makes a good advertisement? There have been major changes in  26  in the past sixty years. People read advertisements partly for  27  and partly because they are  28 . Today’s advertisements often start with a question, or a puzzle, with the  29 of catching       the reader’s 30 . Of course, most advertisements contain information. But this is usually contained in a  31 that is interesting and often funny. Humor is very important. Sometimes advertisements tell a(n)  32  , or the story may be  33   over a number of advertisements. 34 , there is a danger in this. It is possible that the reader or viewer will 35  the advertisement but not the name of the  36  .

There are other  37 . If you are selling your product in a foreign market, you must check that the  38  is correct. A company 39  hair cream wanted to say “X puts life into dry hair.” They took some 40   of a handsome actor, and the advertisements 41  on large boards by the side of the road. 42  bought the product, however, because when translated it meant “X puts living things into dry hair.”

In the 1960s a British car company which made very expensive cars was about to sell its 43 car in Germany. However, the company had to 44  the name of the car at the last moment. A German speaker at the factory 45  to the sales manager that the British name of the car meant “animal waste” in German.

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.
【小题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.