Part IV Cloze (15 minutes, 15 points, 1 for each)

　　Directions: In this part, there is a passage with 15 blanks. For each blank, there are 4 choices marked A, B, C and D. Choose the best answer for each blank and mark the corresponding letter with a single bar across the square brackets on your machine-scoring ANSWER SHEET.

　　Advertising is a form of selling. For thousands of years there have been individuals who have tried to 56 others to buy the food they have produced or the goods they have made or the services they can 57 .

　　But in the 19th century the mass production of goods 58 the Industrial Revolution made person-to-person selling inefficient. The mass distribution of goods that 59 the development of the railway and highway made person-to-person selling too slow and expensive. At the same time, mass communication, first newspapers and magazines, then radio and television, made mass selling through 60 possible.

　　The objective of any advertisement is to convince people that it is in their best 61 to take the action the advertiser is recommending. The action 62 be to purchase a product, use a service, vote for a political candidate, or even to join the Army.

　　Advertising as a 63 developed first and most rapidly in the United States, the country that uses it to the greatest 64 . In 1980 advertising expenditure in the U.S. exceeded 55 billion dollars, or 65 2 percent of the gross national product. Canada spent about 1.2 percent of its gross national product 66 advertising.

　　67 advertising brings the economics of mass selling to the manufacturer, it produces benefits for the consumer 68 . Some of those economies are passed along to the purchaser so that the cost of a product sold primarily through advertising is usually far 69 than one sold through personal salespeople. Advertising brings people immediate news about products that have just come on the market. Finally, advertising 70 for the programs on commercial television and radio and for about two thirds of the cost of publishing magazines and newspapers.

　　56.A.requestB.oblige C.affect D.persuade

　　57.A.transfer B.secure C.enjoy D.perform

　　58.A.resulting from B.dealing with C.leading to D.going for

　　59.A.followed B.preceded C.achieved D.induced

　　60.A.marketing B.advertising C.salespeople D.agents

　　61.A.profits B.benefits C.interests D.gains

　　62.A.should B.would C.may D.will

　　63.A.business B.service C.product D.profession

　　64.A.amount B.extent C.possibility D.utility

　　65.A.similarly B.supposedly C.approximately D.accountably

　　66.A.with B.at C.into D.on

　　67.A.While B.Therefore C.But D.If

　　68.A.as well B.as usual C.as a result D.as a rule

　　69.A.more B.less C.cheaper D.dearer

　　70.A.works B.calls C.looks D.pays

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