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PAGE1
Passage1
Advertisinggivesusefulinformationaboutwhichproductstobuy.Butmodernadvertisingdoesmorethangivesnewsaboutproductsandservices.Todaysadvertisements,orads,trytogetconsumers(消费者)tobuycertainbrands(品牌).Writersofadvertisingaresoskillfulthattheycansometimespersuadeaconsumertowearacertainkindofclothing,eataspecialkindofcereal(麦片),orseeamovie.Consumersmightneverevenwantaproductiftheydidnotseeorhearadvertisementsforit.
Forexample,youprobablydonotneedthenewestcerealinthesupermarket.Thereareprobablymanycerealbrandsonyourkitchenshelves.Youmaynothavespaceonyourshelfforanother.Butifyouseeadsaboutanewcerealthatisyourextra-tastyandhasafreeprizeinthebox,youmaywantit.Advertisingmustgetattention.Tobeeffective,itmustbeexciting,entertaining,orprovidesomepleasure.Thesecretofwritinggoodadvertisingcopyistoofferagoodideaaswellasaproduct.Theideaiswhattheadisreallyselling.Oneexampleisanadthatsayseatingacertaincerealwillmakeapersondowellinsports.Thatcerealbrandmaysellbetterifconsumersthinkitoffersstrengthandenergy.
1.Whatisdiscussedinthispassage?
A.Thecontentofmodernadvertising.B.Theskillsofmodernadvertising.
C.Theresultsofmodernadvertising.D.Thewritingofmodernadvertising.
2.Accordingtothepassage,agoodadvertisementshould________.
A.bebothpersuasiveandeffectiveB.givepeopleusefulinformation
C.showpeopleaproductD.showpeopleanewideaofaproduct
3.Fromthepassage,wecaninferthat_________
A.modernadvertisinghaslesseffectoncustomers
B.oncecustomersseeadsaboutanewcereal,theyaresuretobuyit
C.cerealcanmakepeoplestrong
D.cerealisakindoffoodwhichispopularamongpeople
4.Whatcanweinferfromthepassage?
A.Customerscaneasilybepersuadedbyadverti
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