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 program 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.
【小题1】The purpose of advertising is .A．to increase product salesB．to make a product much betterC．to spend more moneyD．to reduce the production【小题2】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.【小题3】 What is meant by what managers said in the second paragraph?A．A11 the money on advertising was wasted.B．Not all the advertisements were well designed.C．A11 the managers knew about advertising then.D．Managers spent no money on advertising.【小题4】What does the writer think of advertising?A．Useless.B．Unnecessary.C．Important.D．Wasteful.A
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(答案→)A
解析：
【小题1】A 细节题。根据第一段3,4行t has been proved again and again that repeated advertising increases product sales.说明A正确。
【小题2】D 推理题。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。
【小题3】B 推理题。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。
【小题4】C 推理题。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C正确。