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题目
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
更多“TV Commercials and Print AdsDespite the fact that advertisers spend ＄ 44 billion on the ma”相关的问题
第1题
The writer feels long bus rides are like TV shows because______．
A．the commercials both on TV shows and on the billboards along the road are fun
B．they both have a beginning，a middle，and an end，with commercials in between
C．the drivers are always reckless on TV shows just as they are on buses
D．both traveling and watching TV are not exciting
第2题
The writer feels long bus rides are like TV shows because ______.
A．the commercials both on TV shows and on billboards along the road are fun
B．they both have a beginning, a middle, and an end, with commercials in between
C．the drivers are always reckless on TV shows just as they are on buses
D．both traveling and watching TV are not exciting
第3题
The writer feels long bus rides are like TV shows because ______
A．the commercials both on TV shows and on billboards along the road are fun
B．they both have a beginning, a middle, and an end, with commercials in every three or four minutes
C．the drivers are always reckless on TV shows just as they are on buses
D．both traveling and watching TV are not exciting
第4题
The writer feels long bus rides are like TV shows because
A．the commercials both on TV shows and on billboards along the road are fun
B．they both have a beginning, a middle, and an end, with commercials in every three or four minutes
C．the drivers are always reckless on TV shows just as they are on buses
D．both traveling and watching TV are not exciting
第5题
Jerry Mander expressed strong objection to advertising on TV mainly because ______.
A．the amount of profits brought in by commercials on TV is very insignificant
B．he sees the planting of values for profit as a disturbing act
C．children are more susceptible to the influence of TV commercials
D．people spend too much time on TV commercials to do something meaningful
第6题
The writer feels long bus rides are like TV shows because_____________
A.the commercials both on TV shows and on billboards along the road are fun
B.they both have a beginning, a middle, and an end, with commercials in every three or four minutes
C.the drivers are always reckless on TV shows just as they are on buses
D.both traveling and watching TV are not exciting
第7题
More and more people are realizing that there is a (54) between heart disease and the way they live. As a result of this new (55) , attitudes toward health are changing:In the past, people tend to think that it was sufficient for good health to have a good doctor who could be (56) on to know exactly what to do when they became ill. (57) they are realizing that merely receiving the best treatment (58) illness or injury "is not enough. They are learning that they must (59) more responsibility for their own health. Today many people are changing their dietary (60) and eating food with less fat and cholesterol(胆固醇). Many are paying more attention to reducing (61) in their lives. The number of smokers in the United States is now far below the level of twenty years ago because many people succeed in breaking the habit and as fewer people (62) it up. More and more are aware of the (63) of regular exercise like walking, running, or swimming, some have begun to walk or ride bicycles to work instead of made. Millions have become members of health clubs and have made health clubs one of the fastest growing businesses in the United States today. And now the (64) effects of these changing attitudes and behaviors are beginning to appear: a(n) (65) decrease in deaths from heart disease.
(51)
A．shortage
B．failure
C．plenty
D．lack
第8题
Phobia(恐惧症)
Phobia(恐惧症)is intense and persistent fear of a specific object, situation, or activi- ty. Because of this intense and persistent fear, the phobic person often leads a constricted life.The anxiety is typically out of proportion to the real situation, and the victim is fully aware that the fear is irrational.
Phobic anxiety is distinguishable from other forms of anxiety only in that it occurs specifically in relation to a certain object or situation.This anxiety is characterized by physiological (生理学的)symptoms(生理症状)such as a rapid, pounding heartbeat, stom- ach disorders, nausea (恶心), diarrhea (腹泻), frequent urination (尿频 ), choking feet－ ings, flushing of the face, perspiration(出汗), tremulousness(发抖), and faintness; Some phobic people are able to confront their fears.More commonly, however, they avoid the situation or object that causes the fear- an avoidance that impairs the sufferer's freedom.Psychiatrists recognize three major types of phobias.Simple phobias are fears of specific objects or situations such as animal, closed spaces, and heights.The second type, agora-phobia(广场恐惧症), is fear of open, public places and situations (such as public vehicles and crowded shopping centers) from which escape is difficult; agoraphobics tend increas-ingly to avoid more situations until eventually they become housebound(闭门不出).Social phobias, the third type, are fears of appearing stupid or shameful in social situations.The simple phobias, especially the fear of animal, may begin in childhood and persist into a-dulthood.Agoraphobia characteristically begins in late adolescence(青春期) or early adult-hood, and social phobia is also associated with adolescence.Although agoraphobia is more often seen in treatment than the other types of phobia, it is not believed to be as common as simple phobia.Taken together, the phobias are believed to afflict(折磨)5 to 10 persons in 100.Agoraphobia and simple phobia are more commonly diagnosed in women than in men; the distribution for social phobia is not known.Agoraphobias, social phobias, and animal phobias tend to run in families.
Behavioral techniques have proved successful in treating phobias, especially simple and social phobias.One technique, systematic desensitization(脱敏), involves gradually confronting the phobic person with situations or objects that are increasingly close to the feared ones.Exposure therapy(暴露疗法), another behavioral method, has recently been shown more eaffective.In this technique, phobics are repeatedly exposed to the feared sit- uation or object so that they can see that no harm befalls(降临于……身上) them; the fear gradually fades.Anti-anxiety drugs have also been used as palliatives(减轻剂).Antide-pressant(抗抑郁的) drugs have also proved successful in treating some phobias.
第 36 题 According to the passage, a phobic person has fear
A．because he thinks life is terrible
B．because the things before him are really fearful
C．even if he knows that his fear is unnecessary
D．for he is always threatened by others
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