Researchers study television to understand its effects on viewers and to measure

    Researchers study television to understandits effects on viewers and to measure its effectiveness in selling products.Much of the research on TV audiences is market research, paid for by companieswith something to sell. Let me repeat; research on television is supportedlargely by advertisers.

    The television industry depends on advertisingmoney to run, and this relationship influences what television offers viewers.Advertisers aim to reach mass audiences and particular social groups. In turn,the television tries to meet the needs of advertisers, because pleasing theadvertisers is nearly as important as pleasing the public. This meansadvertisers have a lot of control over what programs are made and when they areshown.

    Television is the most effective marketingtool ever created. Many advertisement apply basic psychology（心理学）by sort of turning toour insecurities and desires. Ads convince us that the things we once thoughtwere luxuries（奢侈）are now necessities. Television ishighly programed as well. Using expert market research, programmers andadvertisers sort to paint a picture of life centered on material possessions. Thiskind of life may look attractive and desirable, but it’s all at the expense ofpersonal relationships.

    As you probably can tell, I prefer to agreewith critics（评论家）of the media. Advertising does create false needs, and products wereally need don’t require advertising. Television advances consumerism（消费至上）. It shows us things, things, and more things. It encourages greedand envy. Television helps create a wasteful society, where things are thrownout long before they are worn out.

1.What is the main idea of the passage?

    A．Television research is an interesting field.

    B．Advertising is effective in selling products

    C．Television helps develop a culture ofconsumerism

    D．The television industry should be better managed

2.According to the passage, researchers study television to         .

    A．learn about the types of programs

    B．understand the culture of the society

    C．decide which programs to export

    D．measure how much it help to sell products

3.The writer uses the underlined sentences in Paragraph 3 to           .

    A．argue that television images of life lack depthand meaning

    B．warn readers not to spend more money than theycan afford

    C．show that television programs can advancepersonal growth

    D．suggest that readers watch only high-qualityprograms

4.What is the writer’s opinion of television?

    A．Television is the best way to advertise productsand services.

    B．Television mostly has had a side effect on viewers

    C．People have a wrong opinion of television

    D．It is the duty of television to help create arich society

试题答案

【答案】

1.C

2.D

3.A 

4.B