1 . Directions: Fill in each blank with a proper word given in the box. Each word can be used only once. Note that there is one word that you do not need.

A. advertising B. associated C. crash D. commercial E. economically F. substantially G. display H. scene I. surrender J. primarily K. motivated

Imagine this scene in a movie: The hero is drinking a bottle of soda as the bad guys drive by disguised as delivery men. The hero leaps into his sports car and a chase ensues. The bad guys finally crash their delivery truck into a coffee house and    1    to the hero.

There is a reason why the hero was drinking Pepsi, the bad guys were driving a Federal Express truck and the    2    scene was a Starbucks coffee shop. That reason is called product placement, and it is more prevalent than one might suspect. This is an    3    technique in which companies pay a fee or provide services in exchange for a prominent    4    of their product. It is    5    used in connection with the movie industry, although other venues such as concert halls, convention centres and high-profile nightclubs may also agree to some form of placement.

One infamous example of product placement occurred in Steven Spielberg’s movie ET. Originally the alien creature was supposed to be lured out of hiding by following a trail of M&M chocolate candies. The company which produces M& Ms, however, did not wish to have their product    6    with an unproven and potentially unmarketable movie. A rival company agreed to provide a similar candy called Reese’s Pieces. The movie became a huge financial success, and the product placement boosted sales of Reese’s Pieces    7    

The use of this practice in movies has proven to be controversial. Some film-makers see it as too    8    . Others, particularly those with severe budget restrictions, welcome any company willing to invest money in exchange for placement.

The debate often centres around the necessity for a particular brand name product in a    9    . In our hypothetical chase sequence, the use of one Federal Express truck establishes the bad guys’ cover. Placing a fleet(车队)of Federal Express trucks on the street, however, may be an obvious case of product placement and considered too commercially    10    . Despite the debate between artistic integrity and practical commercialism, there is no doubt that product placement is effective in most cases.