高中选修9Unit5课文练习及答案.doc

Unit 5 Inside advertising
A brief summary of How advertising works
An advertisement is a message or announcement that i________ or i________ people. Every day, we pass by, hear and see a________ everywhere. With so many m________ from advertisers filling our daily lives, it is important to understand how advertisements w________ so that we can avoid being c________ by them.
Advertisers make effective advertisements by several m________. Firstly, they i________ clearly who are their target audience. Otherwise, the money they pay the media for d________ their ads would be wasted. Information about the t________ group and the w________ the product fits into their lives would form the b________ for decisions about what type of advertising t________ to use with this target group. Secondly, adverts must be made to a________ to the target group’s hopes and dreams or e________. As well as p________ people to do something, or appeal to people’s d________ to save money, some adverts appeal to people’s c________ or desire to be w________ citizens. A suitable m________ is also important for an e________ advert. On the one hand, the medium advertisers choose to d________ their ads i________ their strength. On the other hand, they must choose the most a________ medium which they can a________ and which their target audience is most l________ to see or hear.
Generally, no m________ how good an advertisement is, it is a________ unlikely to persuade people to buy products or services that they are not i________ in or have no use for. However, being constantly e________ to ads can help people change their o________ over time. This is why g________ all over the world pay a lot of money for ads on public w________.

Key

A brief summary of How advertising works
An advertisement is a message or announcement that informs or influence people. Every day, we pass by, hear and see advertisements everywhere. With so many messages from advertisers filling our daily lives, it is important to understand how advertisements work so that we can avoid being controlled by them.
Advertisers make effective advertisements by several means. Firstly, they identify clearly who are their target audience. Otherwise, the money they pay the media for displaying their ads would be wasted. Information about the target group and the way the product fits into their lives would form the basis for decisions about what type of advertising techniques to use with this target group. Secondly, adverts must be made to appeal to the target group’s hopes and dreams or emotions. As well as persuade people to do something, or appeal to people’s desire to save money, some adverts appeal to people’s conscience or desire to be worthy citizens. A suitable medium is also important for an effective advert. On the one hand, the medium advertisers choose to display their ads indicates their strength. On the other hand, they must choose the most appropriate medium which they can afford and which their target audience is most likely to see or hear.
Generally, no matter how good an advertisement is, it is almost unlikely to persuade people to buy products or services that they are not interested in or have no use for. However, being constantly exposed to ads can help people change their opinions over time. This is why governments all over the world pay a lot of money for ads on public welfare.

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