1 . 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

2 . 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

3 . 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