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In a competitive economy, the consumer usually has the choice of several different brands of the same product. Yet underneath their labels, the products are often nearly identical. One manufacturer’s toothpaste tends to differ from another’s. Thus manufacturers are confronted with a problem—how to keep sales high enough to stay in business. Manufacturers solve this problem by advertising. They try to appeal to consumers in various ways. In fact, advertisements may be classified into three types according to the kind of appeals they use. One type of advertisement tries to appeal to the consumer’s reasoning mind. It may offer a claim that seems scientific. For example, it may say the dentists recommend Flash toothpaste. In selling a product, the truth of the advertising may be less important than the appearance of truth. A scientific approach gives the appearance of truth. Another type of advertisement tries to amuse the potential buyer. Products that are essential boring, such as insecticide, are often advertised in an amusing way. One way of doing this is to make the products appear alive. For example, the advertisers may personify cans of insecticide, and show them attacking mean-faced bugs. Ads of this sort are silly, but they also tend to be amusing. Advertisers believe that consumers are likely to remember and buy products that the consumers associate with fun. Associating the product with something pleasant is the technique of the third type of appeal. In this class are ads that suggest that the product will satisfy some basic human desires. One such desire is the wish to be admired by other people. Many automobile advertisements are in this category. They imply that other people will admire you, may even be jealous, when they see you driving the hot, new Aardvark car. Another powerful desire to which advertisements appeal is the desire for love. Thus ads for bandages are unlikely to emphasize the way the bandages are made or their low cost; instead, the ads may show a mother tenderly binding up and then kissing her small boy’s cut finger. In the picture there is an open package of Ouch Bandage. The advertiser hopes the consumer will mentally insert an equal sign to create the equation "Ouch Bandage=Love". One only needs to look through a magazine or watch an hour of TV in order to see examples of these three different advertising strategies. A scientific approach in ads may ______.
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Directions: Scan the following passage and find the words which have roughly the same meanings as those given below. The number in the brackets after each word definition refers to the number of paragraph in which the target word is. Write the word you choose on the Answer Sheet.(1)About three hundred years ago, there were approximately half a billion people in the world. In the two centuries that followed the population doubled, and, by 1850, there were more than a billion people in the world. It took only 75 years for the figure to double once more, so that now the population figure stands at approximately six and one half billion. Each day the population of the world increases by about 150,000. (2) In former centuries the population grew slowly. Famines, wars, and epidemics, such as the plague and cholera, killed many people. Today, although the birth rate has not changed significantly, the death rate has been lowered considerably by various kinds of progress. (3) Thus, at the same time that the industrial revolution made it possible to produce goods more cheaply and more quickly in factories, and agricultural revolution also took place. Instead of leaving fields empty every third year, farmers began to plant clover or some other crops that would enrich the soil. Instead of using only animal fertilizer, farmers began to use chemical fertilizers to keep the soil rich. These methods have enabled French farmers, for example, to get five times as much wheat as was obtained from the same land two centuries ago. (4) At the same time, constant progress has been going on in industry. Fifty years ago it took a day to assemble the pieces of an automobile. Today one factory can produce one car in a minute. Today, too, it takes only one textile worker to supervise the production of as much cotton cloth as 4,000 workers could have produced in the eighteenth century. Modern industry needs large numbers of specialized workers. The less specialized workers are gradually being replaced by new machines. Large quantities of raw materials, sometimes brought from halfway around the world, are also needed. To work the machines, energy must be supplied from sources such as coal, waterpower, electricity and oil. And to build, maintain and improve modern factories, great financial resources are necessary. A factory is often the property of a society or a government, rather than the property of one person. an extreme scarcity of food (para. 1)
In a competitive economy, the consumer usually has the choice of several different brands of the same product. Yet underneath their labels, the products are often nearly identical. One manufacturer’s toothpaste tends to differ from another’s. Thus manufacturers are confronted with a problem—how to keep sales high enough to stay in business. Manufacturers solve this problem by advertising. They try to appeal to consumers in various ways. In fact, advertisements may be classified into three types according to the kind of appeals they use. One type of advertisement tries to appeal to the consumer’s reasoning mind. It may offer a claim that seems scientific. For example, it may say the dentists recommend Flash toothpaste. In selling a product, the truth of the advertising may be less important than the appearance of truth. A scientific approach gives the appearance of truth. Another type of advertisement tries to amuse the potential buyer. Products that are essential boring, such as insecticide, are often advertised in an amusing way. One way of doing this is to make the products appear alive. For example, the advertisers may personify cans of insecticide, and show them attacking mean-faced bugs. Ads of this sort are silly, but they also tend to be amusing. Advertisers believe that consumers are likely to remember and buy products that the consumers associate with fun. Associating the product with something pleasant is the technique of the third type of appeal. In this class are ads that suggest that the product will satisfy some basic human desires. One such desire is the wish to be admired by other people. Many automobile advertisements are in this category. They imply that other people will admire you, may even be jealous, when they see you driving the hot, new Aardvark car. Another powerful desire to which advertisements appeal is the desire for love. Thus ads for bandages are unlikely to emphasize the way the bandages are made or their low cost; instead, the ads may show a mother tenderly binding up and then kissing her small boy’s cut finger. In the picture there is an open package of Ouch Bandage. The advertiser hopes the consumer will mentally insert an equal sign to create the equation "Ouch Bandage=Love". One only needs to look through a magazine or watch an hour of TV in order to see examples of these three different advertising strategies. "The potential buyer" (Para. 3) in this context probably refers to ______.
It’s a mass of individuals, struggling to satisfy often—conflicting goals, who set the pace for the American system.
Are you among those who are eager to lose weight As some people are crazy about keeping fit nowadays, different fitness methods are practiced in order to control their weight. However, some methods do not work and can even be dangerous. Let’s find out the truth about some fitness myths together. Many people want to get and keep fit. Their intention is good, but the methods they use sometimes are not. During the past years, directions like "eat less to lose weight" have been regarded as good advice and have been spread widely. But in fact, such fitness methods are unhealthy—and even dangerous. Unfortunately, many people want to lose weight so badly that they will believe any advice—good or bad. Here are four of the most common myths about getting and keeping fit. "If I just eat less, I will lose weight." Many people only focus on the amount of food they take in each day. They don’t pay attention to what they’re eating. So they may be eating less, but they’re not eating healthily. Be sure to eat a good balance of different foods, including vegetables, fruits, meat, milk, and bread or rice. What you eat is just as important as how much you eat. "Running is all the exercise I need to lose weight." You need aerobic exercise to burn off your extra fat. But that alone doesn’t help you get and keep fit. You must also lift weights to build muscle. You need both to get the most effective results. "If I build muscle, I will gain weight." This is true. Muscle is denser than fat, so the same amount weighs more. But muscle also takes up less space. When you replace fat with muscle, you will look thinner and better. "The miracle diets on TV will help me lose weight." These ads promise a miracle solution for losing weight. But usually the products don’t live up to their promises and can even be dangerous. Don’t waste your money on them. What is the best way to get and keep fit Eat healthily and have a good balance of aerobic and muscle building exercises. Make your healthy lifestyle last for a whole lifetime, not just for a short while. People need ______ to get the most effective results.
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