2 . Many of the most memorable advertisement campaigns around tend to be funny. Advertisers use this ________ to attract customers to their product. Audiences like to be ________. People will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be ________.

The best products to sell using humor tend to be those that consumers have to think the least about. Products that are relatively inexpensive, and often ________, can be represented without providing a lot of facts, and that’s where there’s room for ________. Candy, food, alcohol, ________ and toys/entertainment related products have proven to benefit the most from humor in their campaigns.

Another point to consider when using humor in advertising is that different things are ________ to different people. A commercial that may leave one person laughing may leave a ________ taste in another’s mouth. The ________ market must always be considered. What’s funny in a client presentation may not be funny on an airplane, at a country club or in a hospital.

Humor in advertising tends to improve ________, but does not improve product recall, message credibility, or buying intentions. ________, consumers may be familiar with and have good feelings towards the product, but their purchasing decisions will probably not be________. One of the major keys to a successful humorous campaign is ________, once a commercial starts to wear out there’s no saving it without some variation on the concept. Humorous campaigns are often expensive because they have to be constantly ________. Advertisers must remember that while making the customer laugh, they have to keep things interesting, because old jokes ________ along with their products.

4 . Cecilia Chiang, the chef and restaurant owner, was greatly known for introducing regional Chinese dishes to the United States. She helped change the way Americans think about Chinese cooking.

Chiang was born into a wealthy Shanghai family with two full-time chefs—one from the north and one from the south. In 1949 her family settled in Tokyo, opening a restaurant called the Forbidden City. But it was a 1960 trip in San Francisco that set Chiang on her dramatic journey to cooking fame. She was both shocked and amused by the food most Americans considered to be Chinese. “They think chop suey(杂烩) is the only thing we have in China,” she said with a laugh. “ What a shame.”

So Chiang was determined to open a high-end Chinese restaurant that served authentic Chinese food. “Everybody said, ‘You cannot make it. You cannot speak English. You don’t know anything.’” she recalled. In 1961 then, Chiang opened the Mandarin.

The restaurant wasn’t immediately successful. About a year after opening, the Mandarin received a mention from the San Francisco Chronicle (旧金山纪事报). The effect of the powerful writer’s positive comment was immediate. Tourists, dignitaries and celebrities(达官显贵)—from Mae West to John Lennon—flooded into the Mandarin for then -unfamiliar food like tea smoked duck twice cooked pork.

Though the Mandarin was closed years later, Cecilia Chiang’s DNA can be found all over American Chinese food. Her son founded the chain P.F. Chang’s and the son of one of her chefs founded Panda Express.

In early 2017, Chiang shared how she lived to be so old: “I always think about the better side, the good side of everything. I never think about, Oh, I’m going to fail. Oh, I cannot do this. Oh, I feel sorry for myself.” Instead, Chiang wrote books, starred in a PBS documentary series and won the most famous award in American cooking when she was 93 years old.

5 . Barbara McClintock was one of the most important scientists of the 20th century. She made important discoveries about genes and chromosomes(染色体).

Barbara McClintock was born in 1902 in Hartford, Connecticut. Her family moved to the Brooklyn area of New York City in 1908. Barbara was an active child with interests in sports and music. She also developed an interest in science.

She studied science at Cornell University in Ithaca, New York. Barbara was among a small number of undergraduate students to receive training in genetics in 1921. Years later, she noted that few college students wanted to study genetics.

Barbara McClintock decided to study botany, the scientific study of plants, at Cornell University. She completed her undergraduate studies in 1923. McClintock decided to continue her education at Cornell. She completed the master’s degree in 1925. Two years later, she finished all her requirements for the doctorate degree.

McClintock stayed at Cornell after she completed her education. She taught students botany. The 1930s was not a good time to be a young scientist in the United States. The country was in the middle of the great economic depression. Millions of Americans were unemployed. Male scientists were offered jobs. But female geneticists were not much in demand.

An old friend from Cornell, Marcus Rhoades, invited McClintock to spend the summer of 1941 working at the Cold Spring Harbor Laboratory. It is a research center on Long Island, near New York City. McClintock started a temporary job with the genetics department. A short time later, she accepted a perpetual position in the laboratory and got continual incomes. This gave her the freedom to continue her research without repeatedly asking for financial aid.

By the 1970s, her discoveries had had an effect on everything from genetic engineering to cancer research. McClintock won the Nobel Prize for Physiology or Medicine in 1983 for her discovery of the ability of genes to change positions on chromosomes. She was the first American woman to win an unshared Nobel Prize.

7 . Color Can greatly Affect Human Emotion and Behavior

There’s been a lot written about color psychology but what we do know is that color can greatly affect human emotion and behavior. A lot of us already know that colors can suggest a mood or attitude, but do you know that color is a_________that can persuade us to buy things? According to some research, color can be up to 85 percent of the reason why we_________to purchase something. Smart marketers know: Color_________!

Yes, you know, right colors make products better. Colors_________how we feel about the food we eat. _________, orange juice with enhanced orange color was preferred over naturally colored orange juice and was thought to be sweeter.

In the case of_________, color also plays a role. Have you ever noticed that pink is often used as the color of face creams? That’s for a good reason. In a research study, some women were given pink and white face creams, which were_________except for their color. One hundred percent of the women said that the pink face creams were more effective and milder on sensitive skin.

_________, “more colorful, more personalized” is also accepted by most producers. It’s true that we need not only good quality products, but personalized ones. This urges manufacturers to make their products more and more “colorful”.

Take M&M’s Milk Chocolate Candies for example. Having a packet of M&M’s candies in_________, choosing which one to eat first according to the colors-- many of us probably have had such experience. A variety of colors is the__________of the classic candies. Now they have come with even more custom colors that will be sure to “__________in your mouth, not in your hand!” Gold, silver, pink and many other colors are available to choose from. Eating such candies must be__________“sweet” experience.

Another successful color marketing example is Apple’s iPhone. Does Apple have__________communication technology? Maybe, but that’s not the point, marketing experts say. What makes the iPhone so__________is “the system that makes it easy for people to express themselves through color choices.” The newest model of iPhone features several colors- pink, red, blue, green, and so on. Color, as a personal statement, adds a touch of__________to the smartphone.

8 . To take the apple as forbidden fruit is the most unlikely story the Christians (基督徒) have ever cooked up. For them, the forbidden fruit from Eden is evil. So when Columbus brought the tomato back from South America, a land mistakenly considered to be Eden, everyone jumped to the obvious conclusion. Wrongly taken as the apple of Eden, the tomato was shut out of the door of Europeans.

What made it particularly terrifying was its similarity to the mandrake, a plant that thought to have come from Hell. What earned the plant its awful reputation was its roots which looked like a dried-up human body occupied by evil spirits. Though the tomato and the mandrake were quite different except that both had bright red or yellow fruit, the general population considered them one and the same, too terrible to touch.

Cautious Europeans long ignored the tomato, and until the early 1700s most of the Western people continued to drag their feet. In the 1880s, the daughter of a well-known plant expert wrote that the most interesting part of an afternoon tea at her father’s house had been the “introduction of this wonderful new fruit — or is it a vegetable?” As late as the twentieth century some writers still classed tomatoes with mandrakes as an “evil fruit”.

But in the end tomatoes carried the day. The hero of the tomato was an American named Robert Johnson, and when he was publicly going to eat the tomato in 1820, people journeyed for hundreds of miles to watch him drop dead. “What are you afraid of?” he shouted. “I’ll show you fools that these things are good to eat!” Then he bit into the tomato. Some people fainted. But he survived and, according to a local story set up a tomato-canning factory.

9 . Corporate scandals (丑闻), like political scandals, start with shocking revelation and then move inevitably into who-knew-what stage. This is where executives can start reestablishing their ________ —or deepen the damage.

Since they were forced to ________ one of the biggest frauds (欺诈行为) in auto industry history last month, the executives at Volkswagen have offered ________ and promised to fix the cheating devices wired into eleven millions of their diesel cars (柴油车). But they haven’t explained who ordered, ________ and designed the software that enabled the cars to cheat on emissions tests while emitting ________ on the road. Nor has Volkswagen said how and when it plans to fix the cars, which many customers bought in the belief that they were fuel ________ and clean.

On October 8, German prosecutors broke into the corporate offices as part of their investigation. Meanwhile, Matthias Muller, the ________ appointed chief executive, continued to insist that the former executive, Martin Winterkorn, who resigned shortly after the scandal, knew ________. “Do you really think that a chief executive had time for the inner functioning of engine software?” he said in a recent interview, as if the problem was some

________ shortcoming and not an elaborate effort to ________ regulators and customers around the world.

If Mr. Winterkorn was not responsible, who was? Nobody believes that the handful of senior managers could have ________ this scheme without any support. Hans-Dieter Potsch, a supervisory board chairman, issued a statement earlier this month, saying it would take time before Volkswagen could make ________ the findings of its internal investigations. “We must overcome the crisis,” he explained, “but we must also ensure that Volkswagen continues to grow.” That seems to miss the point that Volkswagen will neither overcome the crisis nor grow unless it can instantly produce some _______ answers and explanations.

Even if they manage to fix millions of cars, Volkswagen executives will still face an enormous ________ from lawsuits, lost sales and the ________ to Volkswagen’s reputation. There is no device to block the angry and urgent questions that they face. Apologizing is just the easy part.

10 . When little kids line up for school picture day, there’s the typical nervousness and joking as they get ready to show off their brightest smiles. Maybe they’re wearing their best clothes or even sporting a new haircut.

But the children who sit in front of the camera as part of Project Picture Day are a special kind of subject. They’re kids in low-income communities who get to be the focus of attention for maybe the very first time.

Jules Alonzo brainstormed with his professional photographer friend, Jen Campos, about a way they could combine a love for photography and working with children in poor areas around the world. They came up with a concept and, in 2015, they had a trial run in Africa, taking photos of kids at school.

“I had gone on a five-week volunteer project a few years back and still had connections there. We got in touch with a school director there who spoke English well and was happy to have us,” said Alonzo.“It turned out to be a huge success.”   Since then, the non-profit organisation has reached 1,765 students in 14 schools in three countries.

The Project Picture Day team of four to six members goes into a school and sets up two stations with a camera, a tripod (三脚架), and so on. Campos decides where the best spots will be — whether inside or outside the classroom or school. Then the team spends two or three days photographing the students and editing and printing their photos. They also take a class photo and faculty pictures. On the final day,each student receives a 4×6 school portrait.

“The majority of the students laugh. It’s funny and maybe even embarrassing seeing a photo of yourself. They love to show their peers and everyone gets a good laugh,” said Alonzo.

“There’s a sense of pride.What we didn’t expect and love to see is,sometimes the students will exchange photos with their best friends. It’s actually really cute. Others run to their parents to show them. Honestly, the reactions are the best part of all of this.”