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

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.

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, non-personal, and usually persuasive(有说服力的) description of goods, services and ideas by identified sponsors(明确的出资者) 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 non-personal. 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 include the mail, matchbox covers, and billboards.

1. 1.

   The existence(存在) of the privately owned mass media depends financially(经济上地) on _________.

   1. A.
      the government
   2. B.
      their owners?families
   3. C.
      advertisements
   4. D.
      the audience
2. 2.

   according to the passage, who are most probably paying for the advertisements?

   1. A.
      Companies.
   2. B.
      Organizations.
   3. C.
      Individuals.
   4. D.
      All of the above.
3. 3.

   Which of the following is considered nontraditional mass media?

   1. A.
      Newspapers.
   2. B.
      The mail.
   3. C.
      Magazines.
   4. D.
      Films.
4. 4.

   according to the passage, which of the following statements about the features of advertisements is NOT true?

   1. A.
      Advertising must be honest and amusing.
   2. B.
      Advertising is meant for large groups of people.
   3. C.
      Advertising tells people to do something directly or indirectly.
   4. D.
      The sponsors are always mentioned in the advertisements.

Facial expressions carry meaning that depends on situation and relationships . For instance , in Americanculture the smile is typically an expression of 　 1　 . Yet it has other functions . A smile may 2 love , politeness , or 　 3 every true feeling . It is also a source of confusion across 　4　 . For example ,many people in Russia 　5　 smiling at strangers in public just to be unsure or even suspicious . Yet many Americans 　6　 freely at strangers in public places .

Some Russians believe that Americans smile in the wrong 　7 ; some Americans believes that Russians don’t smile 　8　 . In Southeast Asian cultures , a smile is 　9 used to cover emotional or mental difficulty , discomfort or anxiety .

Our 　10 make our emotions and attitude known , but we 　11　 not try to “read” people from another culture 　12 we could “read” someone from our own culture . The 　 13 　of facial expressiveness one shows changes among persons and cultures . The 　14 that member of one culture do not 　15　 their emotions as openly as members of 　16　 do does not mean that they do not experience emotions . Rather their cultures 　17 them expressing their emotions and attitudes freely.

If we 　18 people whose ways of showing emotions are not the same according to our own cultural 　19　 , we may make the mistakes of “reading” the other persons 　 20　 .

1. A. satisfaction　　 B. excitement　　　 C. surprise　　　 D. pleasure

2. A. sound　　　　 B. show　　　　　 C. tell　　　　　 D. seem

3. A. include　　　 B. explain　　　　　 C. cover　　　　 D. suggest

4. A. cultures　　　 B. oceans　　　　　 C. nations　　　 D. countries

5. A. enjoy　　　　 B. keep　　　　　　 C. consider　　　 D. continue

6. A. stare　　　　 B. smile　　　　　 　 C. look　　　　 D. about

7. A. time　　　　 B. place　　　　　　 C. way　　　　 D. manner

8. A. enough　　　 B. exactly　　　　 C. openly　　　　 D. well

9. A. completely　　 B. never　　　　　 C. frequently　　 D. always

10.A.hands　　　 B. faces　　　　　　 C. bodies　　　　 D. eyes

11.A.need　　　　 B. should　　　　　 C. could　　　　 D. would

12.A.as　　　　　 B. since　　　　　　 C. though　　　 D. unless

13.A.point　　　 B. reason　　　　　 C. balance　　　 D. degree

14.A.fact 　　　　B. news　　　　　　 C. demand　　　　 D. order

15.A.find　　　　 B. form　　　　　 C. control　　　　 D. express

16.A.another　　　 B. the other　　　 C. others　　　　 D. the others

17.A.keep　　　　 B. feel　　　　　　 C. make　　　　 D. prevent

18.A.observe　　　 B. think　　　　　 C. watch　　　　 D. judge

19.A.ways　　　　 B. life　　　　　　 C. manners　　　 D. patterns

20.A.incorrectly　 B. properly　　　　 C. directly　　　 D. correctly