Advertising gives useful information about which products to buy. But modern advertising does more than gives news about products and services. Today’s advertisements, or ads, try to get consumers to buy certain brands. Writers of advertising are so skillful that they can, sometimes persuade a consumer to wear a certain kind of clothing, eat a special kind of cereal, or see a movie. Consumers might never even want a product if they did not see or hear advertisements for it.
For example, you probab1y do not need the newest cereal in the supermarket. There are probably many cereal brands on your kitchen shelves. You may not have space on a shelf for another. But if you see ads about a new cereal that is your extra-tasty and has a free prize in the box, you may want it.
Advertising must get attention. To be effective, it must be exciting, entertaining, or provide some pleasure. The secret of writing good advertising copy is to offer a good idea as well as a product. The idea is what the ad is really selling. One example is an ad that says eating a certain cereal will make a person do well in sports. That cereal brand may sell better if consumers think it offers strength and energy.
【小题1】What is discussed in this passage?A．The content of modern advertising. B．The skills of modern advertising.C．The results of modern advertising. D．The writing of modern advertising.【小题2】According to the passage, a good advertisement should .A．be both persuasive and effective B．give people useful informationC．show people a product D．show people a new idea of a product【小题3】From the passage, we know that . A．modern advertising has less effect on customers B．once customers see ads about a new cerea1, they are sure to buy itC．cereal can make people strongD．cereal is a kind of food which is popular among people【小题4】 What can we infer from the passage?A．Customers can easily be persuaded by advertisements.B．Customers should be persuaded by advertisements.C．It’s impossible for customers to buy a product without advertisements.D．Customers buy products according to their demands rather than the advertisements.B
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(答案→)B
解析：本文主要讲述广告的介绍作用和劝诱作用，讨论了广告使用什么样的技巧起到应有的作用。
【小题1】主旨题：本文着重讲述了广告的作用，所以为了起到应有的作用，必须有一定的技巧。B
【小题2】细节题：由文章第一段第三句Today's advertisemens，orads，try to get consumers to buy certain brands可知 一个好的广告既要有说服力也要有效，A 正确。
【小题3】推理题：由文章第二段you probably do not need the newest cereal in the to buy it supermarket. There are probably many cereal brands on your kitchen shelves. You may not have space on your shelf for another. But if you see ads about a new ce real that is your extra-tasty and has a free prize in the box, you may want it. 可以 推测出来 cereal 是一种受人们欢迎的食品。选D
【小题4】推理题;由于本文主要讲述广告的介绍作用和劝诱作用，同时文章第二段的麦片的例 子就是一个暗示，可知人们很容易被广告说服，所以 A 为正确答案。