1 . When we choose a word we do more than give information; we also express our feelings about whatever we're describing. Words point to _________ but often connect these to attitudes at the same time; they can also _________ the beliefs and attitudes of other people. How would the different descriptions affect the listeners? The fact that words can _________ like this is important and valuable, for it adds a(n) _________ to our communication with one another. Advertisers make use of it in a number of ways.

The producer needs a name that will do _________ than just label(贴标签): he wants a name that brings suitable _________ as well-the ideas that the word brings to the mind will help _________ the product. If all were sold at the same price, which coat or suit would you choose from this range of shades—Dark Tan Brown, Mud Brown.

Just because of this, the advertiser is very _________ a bout the way he describes his product and what effect it will bring _________. Almost every advertisement has certain key words (sometimes, but not ________, in bold or large letters, or beginning with a capital letter)that are intended to be persuasive(具有说服力的), __________ at the same time appearing to be informative. It's difficult enough __________ to describe what a thing is and how it works in words, especially in a few words, but the writers who write for the advertisements also try to __________ feelings, associations(关联)and attitudes. Some words seem to have been so __________ in selling that the advertisers use them almost as if they were a magic key to a certain sale. How __________, for instance, have you come across the word “golden” in advertisements?

One thing reminds us of another especially if we often see them together. As a matter of fact, these __________, also called “associations” are sometimes more imaginary than real: for many people a robin(知更鸟)suggests Christmas, for others silver candlesticks suggest wealth. The tricks of the advertising business are all examples of the advertiser encouraging us to associate products with those things he thinks we really __________ —a good job, a sport car, a beautiful girlfriend-perhaps most of all a feeling of __________. The advertiser often creates a “good image(形象)” of the product by showing us someone who uses his product and who leads the kind of life we should like to lead. We buy not just the product but the sense of importance that goes __________ it. We drink Coca-Cola not just for the taste, but because we'd like to be thought of as being as cheerful as the __________ people who drink it in the ads.