1 . In this world of rapid changes, everything seems to be possible. There will eventually come a day when the New York Times stops _________ stories on paper. Exactly when that day will be is a matter of debate. “Sometime in the future,” the paper’s publisher said back in 2010.

Nostalgia (怀旧)   as people are for ink on paper, there are plenty of reasons to _________   print. The basic facilities required to make a _________ newspaper—printing presses, delivery trucks — isn’t just expensive. Readers are keeping away from print anyway. And though print advertisement sales still _________ their online and mobile counterparts, income from print is still declining.

Cost may be high and circulation lower but rushing to _________   its print edition would be a mistake, says BuzzFeed CEO Jonah Petretti.

Petretti says the Times shouldn’t waste time getting out of the print business, but only if they go about doing it the right way. “Figuring out a way to speed up that _________   would make sense for them,” he said, ‘‘but if you discontinue it, you’re going to have your most faithful customers really upset with you.”

Sometimes that’s well worth _________ anyway. Petretti gives the example of Netflix   _________   its DVD-mailing service to focus on streaming (流媒体). “It was once seen as a(n) _________,” he said. The move turned out to be foresighted. “If I were in charge at the Times, I wouldn’t pick a year to__________ print,” Petretti said, “I would raise prices and make it into more of a legacy product, which has some advantage over a modern product, making it appealing for customers to keep it around.”

As a matter of fact, the most loyal customers would still get the product they __________. The idea goes, and they’d feel like that they were helping maintain the quality of something they believe in. “So if you’re __________   print, you could feel like that you were helping,” Peretti said. “Then increase it at a higher rate each year and essentially try to generate additional __________.” In other words, if you’re going to print product, make it for the people who are already obsessed with it, which may be what the Times is doing already. Getting the print edition seven days a week costs nearly $500 a year — more than twice as much as a digital-only __________.

“It’s a really hard thing to do and it’s a tremendous luxury that BuzzFeed doesn’t have a legacy business,” Petretti remarked. “But we’re going to have questions like that. We’re doing things that don’t make sense when the market __________ and so does the world. In those situations, it’s better to be more aggressive than less aggressive.

1.

A．commenting

B．publishing

C．initiating

D．describing

2.

A．restore

B．promote

C．stimulate

D．abandon

3.

A．physical

B．influential

C．worthy

D．profitable

4.

A．follow

B．transfer

C．overtake

D．outlook

5.

A．reverse

B．eliminate

C．maintain

D．evaluate

6.

A．transition

B．existence

C．application

D．isolation

7.

A．playing safe

B．following a general rule

C．keeping to a routine

D．making a definite change

8.

A．stimulating

B．discontinuing

C．regulating

D．fulfilling

9.

A．achievement

B．tendency

C．opportunity

D．mistake

10.

A．sponsor

B．fund

C．end

D．establish

11.

A．favour

B．facilitate

C．share

D．afford

12.

A．benefiting from

B．referring to

C．overpaying for

D．trying out

13.

A．identity

B．variation

C．loyalty

D．income

14.

A．subscription

B．advancement

C．policy

D．technology

15.

A．shrinks

B．changes

C．emerges

D．dominates

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.

1.

A．activity

B．memory

C．strategy

D．product

2.

A．surprised

B．entertained

C．inspired

D．welcomed

3.

A．influenced

B．remembered

C．understood

D．noticed

4.

A．available

B．incredible

C．consumable

D．memorable

5.

A．fun

B．wisdom

C．freedom

D．humor

6.

A．jewelry

B．furniture

C．tobacco

D．computers

7.

A．influential

B．beneficial

C．important

D．funny

8.

A．bad

B．impressive

C．strong

D．flavorful

9.

A．steady

B．target

C．competitive

D．weak

10.

A．company reputation

B．brand recognition

C．consumer image

D．product quality

11.

A．In other words

B．In a word

C．On the other hand

D．On the contrary

12.

A．stopped

B．created

C．affected

D．chosen

13.

A．contrast

B．honesty

C．variety

D．imagination

14.

A．changed

B．reviewed

C．launched

D．criticized

15.

A．live

B．hide

C．stay

D．die

3 . Advertising is about creating images，and this is especially true when advertising food and drinks．What the______looks like is more important than what it tastes like．If companies hope to sell food successfully，the food must______appetizing．

Television advertising of food often uses______．Apparently，food looks especially appetizing if it moves．Chocolate sauce looks much more______when you see it being poured over ice cream than it does just sitting in a jar．

______effects also help to sell food：sausages sizzling(咝咝响) in a frying pan are mouth­watering．A TV______for a brand of coffee had the sound of coffee percolating(过滤) in the background．The commercial was so______that it lasted five years．

The______of food and its packaging is also very important．If the color looks______，people won’t eat it．Nobody would normally eat blue bread or drink blue beer．Other______food colors are purple，gray，and in some cases，white．

How people expect something to taste often influences how it______does taste．Researchers gave some mineral water to two groups of people．They told one group that the water was mineral water，and almost all people said，“It tastes______．”Then the researchers told the other group that the water was tap water．This group said the water tasted a little funny．The word tap created a(n)______image of chlorine(氯)．

It is the same with______．A food manufacturer gave a group of people the same______in a glass jar and in a can and asked them to taste it．They all claimed that the product in the glass jar tasted better．

So it seems to be true．Image is everything．

1.

A．company

B．food

C．image

D．milk

2.

A．look

B．taste

C．sound

D．smell

3.

A．sound

B．sense

C．movement

D．imagination

4.

A．beautiful

B．natural

C．clean

D．delicious

5.

A．Action

B．Television

C．Music

D．Sound

6.

A．advertisement

B．program

C．show

D．speech

7.

A．noisy

B．expensive

C．successful

D．long

8.

A．price

B．name

C．brand

D．color

9.

A．right

B．great

C．interesting

D．wrong

10.

A．unknown

B．unpopular

C．practical

D．famous

11.

A．actually

B．especially

C．elegantly

D．seriously

12.

A．strange

B．funny

C．good

D．salty

13.

A．perfect

B．unusual

C．unpleasant

D．unbelievable

14.

A．advertising

B．packaging

C．producing

D．tasting

15.

A．product

B．water

C．meat

D．coffee

4 . If you have a little child, who hates sitting in a child car seat, then the Freedom Ride is the answer to your problem. Would you want to be ________in an unchangeable position every time you’re in the car? No. You Wouldn’t!

When a ________sits in a car for any length of time, we stretch, we change the position, we move our legs, and shift ________. We do this automatically, and without ________. But kids in a traditional car seat can’t do this. They are stuck in one position, and they ________move. We move because the ________of blood needs to be restored in our legs as we sit in the ________position for any extended length of time.

In a traditional car seat, the child can’t move to ________the pain, so it ________them in a bad mood.

The Freedom Ride lets them have a little ________, and still be safe. The 5-point Harness gives them additional safety ________a traditional child car seat.

I am the Webmaster for islandbreeze.com, and ________Joey Safe asked us to redo their web site, I was ________by this system. That is because I have two small children, and we obviously ________car seats. I live in Southern California, and every ________of months, my wife, the girls and I, go to see grandma who lives in Nevada. It’s a 5-hour drive, so the Freedom Ride ________well. Our trips are so much better now, especially, since there is ________room in the car without the car seats.

The Freedom Ride really did ________it easier to go on trips. The only thing you need when you use the Joey Safe ________your old child seat is a pillow. ________, my kids want to take a pillow anyway! As a dad, I feel safe driving with the kids in the Freedom Ride.

1.

A．stricken

B．driven

C．stuck

D．hidden

2.

A．woman

B．grown-up

C．kid

D．man

3.

A．suddenly

B．constantly

C．smoothly

D．strongly

4.

A．saying

B．stopping

C．thinking

D．moving

5.

A．can’t

B．daren’t

C．needn’t

D．mustn’t

6.

A．supply

B．transport

C．circulation

D．pressure

7.

A．same

B．soft

C．old

D．hard

8.

A．sharpen

B．remove

C．suffer

D．reduce

9.

A．takes

B．holds

C．puts

D．gets

10.

A．rest

B．activity

C．time

D．freedom

11.

A．below

B．over

C．under

D．around

12.

A．when

B．before

C．until

D．unless

13.

A．puzzled

B．astonished

C．attracted

D．attacked

14.

A．like

B．ate

C．refuse

D．use

15.

A．other

B．second

C．couple

D．several

16.

A．works

B．runs

C．sells

D．washes

17.

A．much

B．many

C．more

D．some

18.

A．find

B．feel

C．let

D．make

19.

A．apart from

B．instead of

C．as well as

D．no longer

20.

A．However

B．Though

C．Besides

D．Therefore

5 . Several factors make a good newspaper story. First， ____ ，it must be new. But since TV can react to events so quickly, this is often a problem for ____. They usually respond ____ it in one of three ways.
One by providing ____ detail, comment or background information.
One by finding a new ____ on the day’s major stories.
One by printing completely different stories which ____ doesn’t broadcast.
What else? Well—it also has to be ____. People don’t want to read about ____ , everyday life. Because of this, many stories ____ some kind of conflict or danger. This is one reason why so much news seems to be ____ news, “ Plane lands safely—no-one hurt ”doesn’t sell newspapers. “Plane ____ —200 feared dead !” does .
Next, there’s human interest. People are interested in other ____ —particularly in the rich, famous and powerful. Stories about the private lives of pop singers, actors, models, politicians, ____ , all appear regularly in certain newspapers .
Finally, for many editors, ____ is an important factor, too. They prefer stories about people, places and events which their readers know. That’s ____ the stories in Tokyo’s newspapers are often very different from the stories printed in Paris, Cairo, New York or Buenos Aires.1.

A．gradually

B．extremely

C．obviously

D．precisely

2.

A．newspapers

B．publications

C．reporters

D．broadcasters

3.

A．with

B．on

C．of

D．to

4.

A．extra

B．available

C．reliable

D．memorable

5.

A．direction

B．look

C．angle

D．section

6.

A．TV

B．internet

C．newspaper

D．radio

7.

A．conventional

B．dramatic

C．professional

D．sensitive

8.

A．common

B．usual

C．ordinary

D．special

9.

A．urge

B．neglect

C．increase

D．involve

10.

A．good

B．bad

C．exciting

D．informative

11.

A．crashes

B．bumps

C．strikes

D．drops

12.

A．places

B．people

C．things

D．news

13.

A．in addition

B．in any case

C．for example

D．after all

14.

A．personality

B．similarity

C．tolerance

D．familiarity

15.

A．that

B．why

C．because

D．what