1 . People using ad-blocking software who visited the New York Times website in March were shown a message. This read: “The best things in life aren’t _______.” It went on to explain that, “Advertising helps us fund our journalism,” and gave the visitor two options to read the newspaper’s online content: _______ their ad-blocking software or pay for a subscription.

Despite many internet users’ opposition, a number of publishers are now banning ad-blocking software. Aidan Joyce, chief executive of Oriel, says, “Most ad-blocking users do not object to a reasonable advertising experience _______ quality free content.” Mark Thompson, the group’s chief executive, said, “Anyone who refuses to contribute to the creation of high-quality journalism has no right to _______ it.”

To satisfy people who hate advertising, the news organization plans to introduce a higher-priced, advertisement-free _______. Ben Barokas, chief executive of Sourcepoint, thinks that media groups should offer consumers a range of different ways to _______ content, including for-free with ads, micropayments and subscriptions.

However, Sean Blanchfield, chief executive of PageFair, argues that publishers need to exercise care in how they ban ad blockers. “Users have justifiable concerns,” he says. “Ads that are served today have serious privacy and security problems.” Mr. Blanchfield says that PageFair aims to help publishers. “_______ the advertising experience in a way that the typical ad-block user wouldn’t find offensive.”

Publishers that ban ad blockers also risk losing their audience to competitors that turn out more _______. In some ways, that matters little. But internet users are not just _______ consumers; Instead, they often help distribute a publisher’s content by sharing links with friends through email, forums, and social media.

More than half of U.K. adults using an ad blocker said that they would switch it off if doing so was the only way to access a website, according to a survey by YouGov. Meanwhile, Sweden’s biggest publishers will ________ block people next month who use ad-blocking software. The idea is that they will be able to turn the ad-blocking tide with a combined effort.

2 . Against all our wishes, advertising works, which is why, even in hard economic times, Madison Avenue is a $34-billion-a-year business. And if Martin Lindstrom, a marketing consultant is correct, trying to _______ the advertisement is about to get especially hard.

83% of all forms of advertising principally _______ only one of our senses: sight. Hearing, however, can be just as powerful, though advertisers have taken only limited advantage of it. Historically, ads have relied on slogans (广告语) to catch our ear, _______ everyday sounds — a steak sizzling (发嘶嘶声), a baby laughing and other sounds we can't help paying attention to. Weave these everyday sounds into an ad campaign and we customers may be _______ to resist them.

According to Lindstrom, the everyday sound that is most impressive, both in terms of interest and _______ feelings, is a baby laughing. The other high-ranking sounds are also powerful — the sound of a car engine or a soda being poured.

In all of these cases, it doesn’t need an experienced advertisement designer to invent the sounds, associate them with meanings and then play them over and over until the subjects _______ them. Rather, the everyday sounds already have meanings and thus can cause a kind of _______: hunger, thirst or happy expectation.

Some TV ads have already given viewers close-up shots of meat with sizzling sounds. And retailers are _______. Lindstrom is now consulting with clients, intending to pipe the sound of filtering coffee or fizzing soda into the drink department or that of a baby laughing sound into the baby-food section.

Of course, this doesn’t mean that advertisers can just press the audio button _______ and consumers will come eagerly. Indeed, sometimes customers flee. In the early years of cell-phone use, the ringtone (铃音) of a famous cell phone brand was recognized by many people in the U.K., but soon it became widely ________. That, Lindstrom says, was partly because so few users observed cell-phone manners and ________ accidents kept happening in places like movie theaters. The computer start-up sound has taken on the similarly negative ________, because people so often hear it when they’re restarting the computer after it ________. In these cases, manufacturers themselves may as well revise the bothersome sound or ________ it entirely.

Lindstrom’s experiment also shows that people respond to a sound better when it’s ________. If nothing else, smart marketers may at least keep the volume low.