Richard was finally released on February 4,one year and six weeks after he'd been taken ()

TV Commercials and Print Ads

Despite the fact that advertisers spend ＄ 44 billion on the major television networks and cable TV advertising, a new study show that consumers think print ads more entertaining and less offensive than television commercials. They study, conducted by Video Storyboard Tests in New York, showed that more consumers considered prints ads "artistic" and "enjoyable".

The 2, 000 consumers surveyed blasted TV ads compared to their print counterparts: 34 percent of respondents thought print ads were artistic, compared with 15 percent for television ads; 35 per cent thought print ads were enjoyable, compared to 13 percent for television; and, most surprising, 33 percent of consumers felt print ads were entertaining, compared to only 18 percent for TV ads. Much of the artistic impact and positive reaction to print ads comes from the illustrations used. The illustration is primary in creating the mood for a print ad, which ultimately affects consumers' feelings about the image of the brand.

While the study's sponsors were somewhat surprised by the survey results, some industry executives felt that print ads were finally getting the credit they deserve. Richard Kirshenbaum, chair and chief creative officer of Kirshenbaum, Bond & Partners, a New York advertising and public relations firm, is one such believer. In fact, Kirshenbaum says that when he looks to hire a person for a creative position in his agency, "I always look at the print book first because I think it is harder to come up with a great idea on a single piece of paper. "

But as impressed as computers say they are by the aesthetics (美学)and style. of print ads, televisions executives (as you might expect )dismiss the findings. One network official said, "Nothing will replace the reach and magnitude of an elaborately produced television spot. TV ads get talked about. Print ads don't. "

The sponsors of the concerned study are______.

A．advertisers

B．Video Story Tests

C．television executives

D．not specified

But after decades of hype, American offices may finally be losing their paper obsession. The demand for paper used to outstrip the growth of the US economy, but the past two or three years have seen a marked slowdown in sales—despite a healthy economic scene.

Analysts attribute the decline to such factors as advances in digital databases and communication systems. Escaping our craving for paper, however, will be anything but an easy affair.

"Old habits are hard to break," says Merilyn Dunn, a communications supplies director. "There are some functions that paper serves where a screen display doesn't work. Those functions are both its strength and its weakness. "

In the early to mid-90s, a booming economy and improved desktop printers helped boost paper sales by 6 to 7 percent each year. The convenience of desktop printing allowed office workers to indulge in printing anything and everything at very little effort or cost.

But now, the growth rate of paper sales in the United States is flattening by about half a percent each year. Between 2004 and 2005, Ms. Dunn says, plain white office paper will see less than a 4 percent growth rate, despite the strong overall economy. A primary reason for the change, says Dunn, is that for the first time ever, some 47 percent of the workforce entered the job market after computers had already been introduced to offices.

"We're finally seeing a reduction in the amount of paper being used per worker in the workplace," says John Maine, vice president of a pulp and paper economic consulting firm. "More information is being transmitted electronically, and more and more people are comfortable with the information residing only in electronic form. without printing multiple backups. "

In addition, Mr. Maine points to the lackluster employment market for white-collar workers—the primary driver of office paper consumption—for the shift in paper usage.

The real paradigm shift may be in the way paper is used. Since the advent of advanced and reliable office-network systems, data storage has moved away from paper archives. The secretarial art of "filing" is disappearing from job descriptions. Much of today's data may never leave its original digital format.

The changing attitudes toward paper have finally caught the attention of paper companies, says Richard Harper, a researcher at Microsoft. "All of a sudden, the paper industry has started thinking. 'We need to learn more about the behavioural aspects of paper use. '" he says. "They had never asked, they'd just assumed that 70 million sheets would be bought per year as a literal function of economic growth. "

To reduce paper use, some companies are working to combine digital and paper capabilities.

For example, Xerox Corp. is developing electronic paper: thin digital displays that respond to a stylus, like a pen on paper. Notations can be erased or saved digitally.

Another idea, intelligent paper, comes from Anoto Group. It would allow notations made with a stylus on a page printed with a special magnetic ink to simultaneously appear on a computer screen.

Even with such technological advances, the improved capabilities of digital storage continue to act against "paperlessness," argues Paul Saffo, a technology forecaster. In his prophetic and metaphorical 1989 essay, "The Electronic Pinata (彩罐)", he suggests that the increasing amounts of electronic data necessarily require more paper.

The information industry today is like a huge electronic pinata, composed of a thin paper crust surrounding an electronic core. " Mr. Saffo wrote. The growing paper crust "is most noticeab

A．It further explains high-tech hubris.

B．It confirms the effect of high-tech hubris.

C．It offers a cause for high-tech hubris.

D．It offers a contrast to high-tech hubris.

A.William

B.Steven

C.Robert

D.Richard

A.since

B.already

C.yet

Richard is taller than any other student in his class.

Richard is _______ _______ student in his class.

_____ is that he was blessed with a very good memory.

A:What can be said with certainty of Richard Nixon

B:What of Richard Nixon with certainty can be said

C:What can say with certainty of Richard Nixon

D:What of Richard Nixon with certainty can say

A.30, Richard III, Henry Tudor

B.50, Richard III, Henry Tudor

C.30, Richard I, Henry Tudor

D.50, Richard I, Henry Tudor

Richard:_________ . My name is Richard Stewart. May I take a picture of you？ Mrs. Vann: By all means, I'm Mrs. Vann. Glad to meet you.

A． I'm sorry

B． Excuse me

C． Pardon me

D． Attention, please

Richard works really hard,and_____ you.

A.so do

B.so are

C. so did