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1. Reading comprehension阅读理解………………
Advertising is a highly developed twentiethcentury industry. The devel-
opment of radio, television, cinema, magazines and newspapers has gone hand
in hand with the development of advertising. Why is advertising so popular? Is
it a waste of money? It has been proved again and again that repeated advertising
increases product sales. Since it increases production, the price can be reduc-
ed. Therefore advertising, instead of making a product more expensive, makes
What can you advertise? You can advertise products of all kinds, such as
shoes or umbrellas, or services like car repairs and travel. In Europe and the
USA political leaders often use recorded TV advertisements to persuade people
to vote for them. Besides broadcast advertisements on radio and TV, there are
other ways to advertise: cinema, magazines and newspapers, for example.
Large boards can be used for printed posters, especially near main roads. A
sign outside or inside a shop is a form of advertising. Mail or gifts posted by
companies to customers is another way of advertising. Balloons and light aero-
planes can be used to pull huge signs as they fly slowly over a city.
Advertising is now a scientific business. Once managers would say jokingly,
“I know that half of what I spend on advertising is wasted, but I don't know
which half.”Now, all parts of an advertising programme are properly meas-
ured and researched.
How are advertisements made? A company goes to an advertising firm to
discuss the advertising of its product. The firm collects as much information as
possible about the product and the customers who might buy it. The person at
the advertising firm in charge of the matter then holds a meeting. Also present
will be a person who thinks up an idea for an advertisement, and a person who
will buy space in newspapers or time on TV. There will be a writer writing the
text for the advertisement and a designer who will design it, using pictures or
photographs and the text.
When the advertisement is ready, it is shown to the company. If the company
agrees, they may try it out in a small part of the country to see if product sales
increase as a result of the advertisement. If they do, then it will be used
throughout the country. If the advertising fails,shavingsno effect on sales, the
whole programme will be reviewed. Researchers will go out and interview
possible customers to find out the reasons for this failure.
1hand in hand with相辅相承
The achievement of listening goes hand in hand with the achievement of speaking.听力和口语的提高是相辅相承的。
短语链接：side by side肩并肩地；arm in arm臂挽臂地；face to face面对面地；shoulder to shoulder肩并肩地
2a waste of浪费
Is it a waste of money?会浪费钱吗?
We should encourage them instead of throwing cold water on them.
You have to buy some books of reference, such as dictionaries and handbooks.
5主语+persuade sb+to do sth.说服某人做某事
We tried to persuade him to give up smoking, but failed.
Most people vote for the programme.大多数人投票支持这个计划。
7Once managers would say jokingly…
She would buy a lot of things whenever she went down town.
8Also present will be a person who thinks up an idea for an advertisement.
person who thinks up an idea for an advertisement will also be present.
The person who thinks up a better plan will be in charge of the programme.
Try out several marks of cars before you decide to buy one.
短语链接：try out for参加选拔赛
10have an effect on对……有作用
This medicine has no effect on his illness.
短语链接：cause and effect因果；come /into/ effect生效；be of no effect无效；take effect生效
He reviews his lessons every day.他每天都要复习功课。
The general reviewed his troops.将军检阅了他的部队。
When he came across a new word, he would often look it up in the dictionary and find out its exact meaning.
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