Most advertisers don’t believe that search engine ads will be more effective than static banner ads.（)

nformation about everything from shampoo to tooth-paste to computers and cars.But there is one series problem with this.The "information" is actually very often "misinformation".It tells us the products, benefits but hides their disadvantages.Advertising not only leads us to buy things that we don't need and can't afford, but it also confuses our sense of reality.

Advertisers use many methods to get us to buy their products.One of their most successful methods is to make us feel dissatisfied with ourselves and our imperfect lives.Advertisements show us who we aren't and what we don't have."Why don't I have any dates (约会)？" a good-looking girl sadly asks in a commercial."Here," replies her roommate, "Try Zoom tooth-paste!" Of course she tried it, and immediately the whole football team falls in love with her."That's a stupid commercial," we might say.But we still buy Zoom tooth-paste out of fear of being unpopular and having no friends.

If fear is the negative motive (动机) for buying a product, then wanting a good self-image is the positive reason for choosing it.Each of us has a mental picture of the kind of person we would like to be.For example, a modern young woman might like to think that she looks like a beautiful movie star.A middle-aged man might want to see himself as a strong, attractive athlete.Advertisers know this.They write specific ads to make certain groups of people choose their products.

Advertisers get psychologists to study the way consumers think and their reasons for choosing one brand instead of another.These experts tell advertisers about the motives of fear and self-image.They also inform. them about recent studies with colors and words.They have found that certain colors on the package of an attractive product will cause people to reach out and take that package instead of buying an identical (同一的、 相等的) product with different colors.

Many people believe that advertising does not affect them.They like to think they make wise choices.Unfortunately, they probably don't realize the powerful effect of advertising.They may not clearly understand that advertisers spend billions of dollars each year in aggressive (强有力的) competition for our money, and they are extremely successful.

1.What’s the purpose of advertising()？

A.To introduce people the feature of the goods.

B.To have people to buy new products on the market.

C.To make people know how to use the products.

D.To tell people how to save money while buying goods.

2.One of the disadvantages of advertising is to().

A.lead people to buy bad-quality things

B.make people confused about choosing goods

C.make people buy more things than needed

D.inform. people the products’ benefits

3.Advertisement may make people think that()

A.their lives are not good enough

B.their behaviors are imperfect

C.they don’t have enough money to buy things

D.they look poor without buying advertise goods

4.What can psychologists tell the advertisers()

A.The reasons for bad sale of some goods.

B.What brand is better than others？

C.How to control the qualities of goods.

D.People’s opinions about current colors.

5.It’s implied in the last paragraph that those who don’t believe

advertising().

A.should refuse to buy goods advertised

B.may also be influenced by advertising

C.have more freedom to buy things than others

D.can save money without buying the advertised goods

levision. People who have such an addiction are compulsive, i.e., they have a very powerful psychological need that they feel they must satisfy. According to psychologists, many people are compulsive spenders: they feel they must spend money. This compulsion, like most others, is irrational—impossible to explain reasonably. For compulsive spenders who buy on credit, charge accounts are even more exciting than money. In other words, compulsive spenders feel that with credit, they can do anything. Their pleasure in spending enormous amounts is actually greater than the pleasure that they get from the things they buy.

There is a special psychology of bargain hunting. To save money, of course, most people look for sales, low prices and discounts. Compulsive bargain hunters, however, often buy things they don't need just because they are cheap. They want to believe that they are helping their budgets, but they are really playing an exciting game: when they can buy something for less than other people, they feel that they are winning. Most people, experts claim, have two reasons for their behavior. a good reason for things that they do and the real reason.

It is not only scientists, of course, who understand the psychology of spending habits, but also business people. Stores, companies, and advertisers use psychology to increase business: they consider people's needs for love, power, or influence, their basic value, their beliefs and opinions, and so on in their advertising and sales methods.

Psychologists can often use a method called "behavior. therapy" to help individuals solve their personality problems. In the same way, they can help people who feel that they have problems with money.

According to the psychologists, a compulsive spender is one who spends large amounts of money ______.

A．and takes great pleasure from what he or she buys

B．in order to satisfy his or her basic needs in life

C．just to meet his or her strong psychological need

D．entirely with an irrational eagerness

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

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

A.What

B.That

C.It

D.There

According to the author, most of the time we don't know __________.

A． what happiness is

B． how to take care of kids

C． what brings happiness to us

D． how to give our kids lasting happiness