Passage 3

     Advertising gives useful information about which products to buy. But modem advertising does more than gives news about products and services. Today's advertisements, or ads, try to get consumers (消费者) to buy certain brands (品牌). Writers of advertising are so skillful that they can sometimes persuade a consumer to wear a certain kind of clothing, cat a special kind of cereal (麦片) , or see a movie. Consunfers might never even want a product if they did not see or hear advertisements for it.

     For example, you probably do not need the newest cereal in the supermarket. There are probably many cereal brands on your kitchen shelves. You may not have space on your shelf for another. But if you see ads about a new cereal that is your extra-tasty and has a free prize in the box, you may want it. Advertising must get attention. To be effective, it must be exciting, entertaining, or provide some pleasure.  The secret of writing good advertising copy is to offer a good idea as well as a product. The idea is what the ad is really selling. One example is an ad that says eating a certain cereal will make a person do well in sports. That cereal brand may sell better if consumers think it offers strength and energy.

1. What is discussed in this passage?
   A. The content of modem advertising.
   B. The skills of modern advertising.
   C. The results of modem advertising.
   D. The writing of modem advertising.
答案: B 指导：本文着重讲述了广告的作用，所以为了起到应有的作用，必须有一定的技巧。
2. According to the passage, a good advertisemnt should _______.
   A. be both persuasive and effective
   B. give people useful information
   C. show people a product
   D. show people a new idea of a product
答案: A 指导：由文章第一段第三句"Today's advertisemens，orads，try to get consumers to buy certain brands"可知A正确。
3. From the passage, we can infer that _______.
   A. modern advertising has less effect on customers
   B. once customers see ads about a new cereal, they are sure   to buy it
   C. cereal can make people strong
   D. cereal is a kind of food which is popular among people
答案: D 指导：由文章第二段"you probably do not need the newest cereal in the supermarket. There are probably many cereal brands on your kitchen shelves. You may not have space  on your shelf for another. But if you see ads about a new ce  real that is your extra-tasty and has a free prize in the box, you may want it. "可以推测出来cereal 是一种受人们欢迎的食品。
4. What can we infer from the passage?
   A. Customers can easily be persuaded by advertisements.
   B. Customers should be persuaded by advertisements.
   C. It's impossible for customers to buy a product without adver tisements.
   D. Customers buy products according to their demands rather than the advertisements.
答案: A 指导：由于本文主要讲述广告的介绍作用和劝诱作用，同时文章第二段的麦片的例子就是一个暗示，所以A为正确答案。