Question

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 programs 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.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.

2.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

3.What is meant by what managers said in the second paragraph?

A. Managers spent no money on advertising.

B. Not all the advertisements were well designed.

C. A11 the managers knew about advertising then.

D. A11 the money on advertising was wasted.

4.An outstanding advertisement_______

A. is always an interesting story.

B. can not only catch the reader's eyes but is full of products’ information.

C. must starts with a question, or a puzzle.

D. can make the price of the product low

5.What does the writer think of advertising?

A. Useless    B. Unnecessary    C. Wasteful    D. Important

Answer

1.D

2.A

3.B

4.B

5.D

【解析】这篇文章介绍了与广告有关的信息，广告的作用，广告的设计以及在广告设计中最重要的内容。

1.词义猜测题。根据本句The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising.指广告业和电视电影以及其它的传媒行业的发展是同时进行的，故D正确。故选D。

2.细节理解题。根据第一段It has been proved again and again that repeated advertising increases product sales.说明A正确。故选A。

3.细节理解题。根据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.说明以前广告中的一半的费用都被浪费了是因为广告的设计和宣传都有问题，而现在这样的问题已经被解决了。故B的说法正确。故选B。

4.细节理解题。根据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可知，成功的广告不仅要吸引观众的眼球，还要包含产品的信息。故选B。

5.细节理解题。根据文章第一段后三行Since it increases production, the price can be reduced. Therefore advertising, instead of making a product more expensive, makes it cheaper.说明广告很重要。故D正确。故选D。

点晴：这篇文章介绍了有关广告的知识。在做细节判断题时，首先我们要仔细研读题干中每个句子的意思，带着问题阅读原文，在原文中找出相对应的句子，只有完全符合文章意思的句子，才可判断为正确，需要学生认真仔细地去推敲。如3，4题都是根据文中的真实句子判断选出正确答案。