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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 (非针对某个人的), 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 advert sements 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 (传统的)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 (广告牌).
72. The existence(存在)of the privately
owned mass media depends financially(经济上地)on_______.
A. the government B. their owners’
families C. advertisements D. the audience
73. According to the passage, who are most probably paying for the
advertisements?
A. Companies. B. Organizations. C. Individuals. D. All of the above.
74. Which of the following is considered nontraditional mass media?
A. Newspapers. B. The mail. C. Magazines D. Films.
75. 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.
Have you ever wondered why you sometimes take an
almost immediate liking to a person you have just met? We often get the first
impression of a person based on the color of a person’s skin or the manner in
which he or she dressed. Meaning is conveyed not only by words or verbal
languages but also by nonverbal communication systems, such as body behaviors.