76An advertiser who uses a movie or sports star to endorse a product is trying to use powe

194 An advertiser who uses a movie or sports star to endorse a product is trying to use power.

A. Expert

B. Legitimate

C. Reward

D. Influential

E. Referent

A Expert

B Legitimate

C Reward

D Influential

E Referent

ut something bigger, better, or more attractive than the product, they use that very popular word "like". The word "like" is the advertiser’s equivalent of the magician’s use of misdirection. "Like" gets you to ignore the product and concentrate on the claim the advertiser is making about it. "For skin like peaches and cream" claims the ad for a skin cream. What is this ad really claiming？ It doesn’t say this cream will give you peaches-and-cream skin. There is no verb in this claim, so it doesn’t even mention using the product. How is skin ever like "peaches and cream" ？ Remember, ads must be read exactly according to the dictionary definition of words. This ad is making absolutely no promise for this skin cream. If you think this cream will give you soft, smooth, and youthful-looking skin, you are the one who has read the meaning into the ad.

The wine that claims "It’s like taking a trip to France" wants you to think about a romantic evening in Paris as you walk along the street after a wonderful meal in an intimate cart. Of course, you don’t really believe that a wine can take you to France, but the goal of the ad is to get you to think pleasant, romantic thoughts about France and not about how the wine tastes or how expensive it may be. That little word "like" has taken you away from crushed grapes into a world of your own imaginative making. Who knows, maybe the next time you buy wine, you'll think those pleasant thoughts when you see this brand of wine, and you'll buy it.

How about the most famous "like" claim of all, "Winston tastes good like a cigarette should"？ Ignoring the grammatical error here, you might want to know what this claim is saying. Whether a cigarette tastes good or bad is a subjective judgment because what tastes good to one per son may well taste horrible to another. There are many people who say that all cigarettes taste terrible, other people who say only some cigarettes taste all right, and still others who say all cigarettes taste good.

The word "like" in an ad often focuses the consumer’s attention on ______.

A．what the advertiser says about the product

B．what magic the product really possesses

C．why the advertiser promotes the product

D．why the product is as good as promised

er and is thus distinguished from display advertising. Such groupings as "Help Wanted", "Real Estate", "Lost and Found" are made, the rate charged being less than that for display advertising. Classified advertisements are a convenience to the reader and a saving to the advertiser. The reader who is interested in a particular kind of advertisement finds all advertisements of that type grouped for him. The advertiser may, on this account, use a very small advertisement that would be lost if it were placed among larger advertisements in the paper.

It is evident that the reader approaches the classified advertisement in a different frame. of mind from that in which he approaches the other advertisements in the paper. He turns to a page of classified advertisements to search for the particular advertisement that will meet his needs. As his attention is voluntary, the advertiser does not need to rely to much extent on display type to get the reader's attention.

Formerly all classified advertisements were of the same size and did not have display type. With the increase in the number of such advertisements, however, each advertiser within a certain group is vying with others in the same group for the reader's attention. In many cases the result has been an increase in the size of the space used and the addition of headlines and pictures. In that way the classified advertisement has in reality become a display advertisement. This is particularly true of real-estate advertising.

Classified advertising is different from display advertising because ______.

A．all advertisements of a certain type are grouped together

B．it is more distinguished

C．it is more expensive

D．nowadays the classified advertisements are all of the same size

A.advertise

B.advertisement

C.advertising

D.advertiser

A.广告商

B.具体的明确的

C.n.地点；位置；场所

D.探索

A.to

B.in

C.for

D.at

A.in which

B.at which

C.in that

D.from which

Which of the following means "广告商"？

A、Propagandist

B、Protester

C、Advertiser

D、Consumer