Making an advertisement for television often costs more than a movie. For exampl

   Making an advertisement for television often costs more than a movie. Forexample, a two-hour movie costs $6 million to make. A TV commercial （商业广告）can cost more than $6000 a second. And that does not include cost of paying for air time(电视节目开始的时间). Which is more valuable, the program or the ad? Interms of money – and making money is what television is all about– thecommercial is by far the more important.

   Research, market testing, talent, time and money—all come together to make uswant to buy a product. No matter how bad we think a commercial is, it works.The sales of Charm went up once the ads began. TV commercials actually buytheir way into our head. We, in turn, buy the product.

   And the ads work because so much time and attention are given to them. Here aresome rules of commercial ad making. If you want to get the low middle-classbuyer, make sure the announcer has a tough, manly voice. Put some people in thead who work with their hands. If you want to sell to upper-class audience, makesure that the house, the furniture, and the hair style are the types that thegroup identifies(识别) with. If you want the buyer feel superiorto the character selling the product, then make that person so stupid or sillythat everyone will feel great about himself or herself.

    We laugh at commercials. We don’t think we pay that much attention to them. Butfacts show we are kidding（哄骗，嘲弄）ourselves. The making of a commercial thatcosts so much money is not kid stuff. It’s big, big business. And it’s tellingus what to think, what we need, and what to buy. To put it simply, the TVcommercial is a form of brainwashing.

1.TV commercials are more important thanother programs to television because _______.

A. they bring ingreat profits(利润)

B. they require alot of money to make

C. they are notdifficult to produce      

D. they attractmore viewers than other programs

2.The purpose of all the efforts made inturning out TV commercials is _______.

A. to persuadepeople to buy the product

B. to show howvaluable the product is

C. to test themarket value of the product

D. to make them asinteresting as TV movies

3.From the rules set for making commercialads, we can see that_______.

A. thelower-middle-class buyer likes to work with his hand

B. the more stupidthe characters, the more buyers of the product

C. ad designersattract different people with different skills

D. an upper-classbuyer is more interested in houses and furniture than a lower-middle-classbuyer

4.It is believed by the writer that_______.

A. few people liketo watch TV commercials

B. TV commercialsare a good guide to buyers

C. TV commercialsoften make people laugh

D. people do notthink highly of TV commercials

试题答案

【答案】

1.A

2.A

3.C

4.D