1 . 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．