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15. The fact that advertising both informs and transforms the product by creating an image that goes beyond straightforward facts indicates the _______ of advertising.
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Advertising normally produces a design for the of the container.
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The clients have only __________ to blame if the paper does not include the advertisement, because they submitted it too late for the advertising agency to use.
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The example of Cannon advertisement that displays consumers its specification, features and so on illustrates the function of advertising that it provides product and brand information.
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Who get involved in the advertising industry?
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The psychological process of advertising includes ______.
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TV advertisements are popular among some people, for they prefer the BBC to have advertisements, so that they don’t have to pay the license fee.
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The fastest growing media outlet for advertising is the Internet.
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Who can apply for the work according to the advertisement Students who major in ______Who can apply for the work according to the advertisement Students who major in ______
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Which of the following is NOT true according to the advertisement？
A．Guests can take their dogs to the cottages.
B．People can get a brochure if they telephone.
C．Both indoor and outdoor activities are offered.
D．No drinking is provide
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&8226;Read the article below about how to read annual report and the questions on the opposite page.
&8226;For each question 13-18, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose.
How to read annual reports
First, turn back to the report of the certified public accountant. This third-party auditor will tell you fight off the bat if Galaxy's report conforms with "generally accepted accounting principles". Then go to the footnotes. Check to see whether earnings are up or down. The footnotes often tell the whole story.
Then turn to the letter from the chairman, Usually addressed "to our shareholders," it's up front -- and should be in more ways than one. The chairman's tone reflects the personality, the well- being of the company. In this letter, the chairman should tell you how the company fared this year. But more important, the letter should tell you why. Keep an eye out for sentences that start with "Except for..." and "Despite the..." They're clues to problems. On the positive side, a chairman's letter should give you insights into the company's future and its stance on economic or political trends that may affect it.
Now begin digging into the numbers!
One source is the balance sheet. It is a snapshot of how the company stands at a single point in time. On the top are assets -- everything the company owns. Things that can quickly be turned into cash are current assets. On the bottom are liabilities -- everything the company owes. Current liabilities are the debts due in one year, which are paid out of current assets. The difference between current assets and current liabilities is working capital, a key figure to watch from one annual report to another. If working capital shrinks, it could mean trouble, one possibility: the company may not be able to keep dividends growing rapidly. Owners' equity is the difference between total assets and liabilities. It is the presumed dollar value of what the owners or shareholders own. You want it to grow.
The second basic source of numbers is the income statement. It shows how much money Galaxy made or lost over the year. Most people look at one figure first. It's in the income statement at the bottom: earnings per share. Watch out. It can fool you. Galaxy's management could boost earnings by selling off a plant. Or by cutting the budget for research and advertising. The number you .should look at first in the income statement is net sales. Ask yourself: are sales going up at a faster rate than the last time around？ When sales increases start to slow, the company may be in trouble. Have sales gone down because the company is selling off a losing business？ If so, profits may be soaring.
Another important thing to study is the company's debt. Turn to the balance, and divide long-term liabilities by owners' equity. That's the debt-to- equity ratio. A high ratio means the company borrows a lot of money to spark its growth. That's okay -- if sales grow too, and d there's enough cash on hand to meet the payments. A company doing well on borrowed money can earn big profits for its shareholders. But if sales fall, watch out. The whole enterprise may slowly sink. Some companies can handle high ratios; others can't.
Finally, you have to compare. Is the company's debt-to-equity ratio better or worse than it used to be？ Better or worse than the industry norms？ In company-watching, comparisons are all. They tell you if management is staying on top of things.
According to the writer, the most important element of the chairman's letter is
A．the expressions used.
B．the explanations given by the chairman.
C．the performance of the company during the year.
D．the company's future described by the chairman.
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With the increase in the number of new media advertisements, nowadays, advertiser together with companies _______ competing with others for the reader’s attention.
A．was
B． were
C． is
D． are
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Advertising is different from other forms of communication ______ the advertisers pay for the message to be delivered.
A．in order that
B．where
C．in that
D．in the way
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The total number of jobs advertised at the SAH was______
A．70
B．120
C．170
D．280
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&8226;Look at the statements below and the information on outdoor advertising on the opposite page.
&8226;Which section (A, B, C, or D) does each statement 1-7 refer to？
&8226;For each statement 1--7, mark one letter (A, B, C, or D) on your Answer Sheet.
&8226;You will need to use some of these letters more than once.
A
The cost-effectiveness and flexibility offered by large-format digital imaging has also helped diversify the number of out-of-home media. Out-of-home was a concept that didn't have a name until digital technology gave it one. Instead of hand- painting a bus or shelter, a self-adhesive graphic can be digitally imaged in a short amount of time and applied with relative ease. Advances in the durability and weatherability of inks and vinyl substrates keep the images looking sharp for a longer time.
B
Other technologies contribute to improvements in outdoor advertising. Satellite lighting systems allow outdoor companies to remotely adjust billboard lighting to change with seasons and daily light differences. For instance, lights can be programmed to turn off at the end of an advertiser's contract, while two-way communication lets outdoor companies know when there is no power.
C
Another electronic device barcode-identification tracks an advertiser's campaign from poster production through shipping, display and removal. In this way, advertisers can verify the status of their campaign through on-line communication with the outdoor companies. Similarly, computer-mapping systems help advertisers combine demographic and geographic market research data with outdoor locations to determine the best place to advertise.
D
Global positioning systems (GPS) make up another technology that enables the outdoor industry to determine display locations. Data is gathered with a hand-held GPS receiver that receives radio signals from satellites. The data is then put into mapping database systems that visually position billboards and other out-of-home advertising displays at that location. In this way, advertisers can test creative designs at specific locations from a computer before they commit to them.
Lighting system of billboard changes seasonally, which is remote-control.
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Read the email below about advertising. Choose the correct word to fill each gap from A, Read the email below about advertising. Choose the correct word to fill each gap from A, B or C on the opposite page. For each question （）
A．By
B．During
C．Within
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Strangely, the more we are exposed to advertising, the less we notice it
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Alexander Graham Bel ________ the telephone in 1876.
A. found
B. discovered
C. invented
D. saw
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An Advertisement 广告 Write an advertisement of about 100 words based on the following situation: The Ohio Program of Intensive English is enrolling students. This program is to help students learn English quickly. Now write an advertisement on behalf of the program.
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Read the advertisement below about a consultant vacancy. Choose the correct word to fill Read the advertisement below about a consultant vacancy. Choose the correct word to fill each gap, from A, B, or C on the opposite page. For each question 29-40, mark one letter （）
A．in
B．over
C．on
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•Read the letter below about the company.
•Choose the best word to fill each gap from A, B, C or D on the opposite page.
•For each question 19-33, mark one letter (A, B, C or D) on your Answer Sheet.
Dear Shareholders,
2001 was a challenging but successful year for our company. We were (19) by one of the most brutal global economies in decades, as well as by the (20) of the tragedy of September 11. But our people (21) remarkably to these challenges. Thanks to the continuous upgrading, (22) and expansion of our model range, we were able to increase our share of a generally declining world automotive market from 13.1% to 13.5%. Sales (23) increased by 6.5% to 88.5 billion. The profit before tax of 4.4 billion increased by a disproportionately high amount, (24) the previous year's figure by 18.6%.
In 2001 we (25) eight new models and introduced numerous new engine (26) and equipment details. We will continue to expand global market (27) in the coming months and add to our model range with products.
In order to (28) the competitiveness of our company, in the next five years, we plan to Invest 31.2 billion in (29) assets in the Automotive Division. The average investment ratio over the next five years will be reduced from 8.1% to 6.7%, which is at the levels of oar competitors.
With our (30) brand and product portfolio, our skilled and (31) workforce, our commercial strength and our focus on (32) business, we expect to make further market sham gains for the coming year, while keeping oar competitive position strong.
We therefore ask you once again to place your (33) in us as you have in the past.
Yours sincerely,
J. O'Neil
Chairman
(19)
A．afflicted
B．faced
C．tested
D．threatened
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Have you ever noticed advertisements which say “Learn a foreign language in six weeks, or your money back! From the first day your pronunciation will be excellent.Just send...” and so on？ Of course, it never happens quite like that.The only language that is easy to learn is the mother tongue.Think how much practice that gets! Before the Second World War people usually learnt a foreign language in order to read the literature of the country.Now speaking a foreign language is what most people want.Every year many millions of people start learning one.
Some people try at home, with books and records or tapes; some use radio or television programmes; others go to evening classes.If they use the language only twice or three times a week, learning it will take a long time.A few people try to learn a language fast by studying for six or more hours a day.It is clearly easier to learn the language in the country
where it is spoken.However, most people cannot afford this, and for many it is not necessary.They need the language in order to do their work better.For example, scientists and doctors chiefly need to be able to read books and reports in the foreign language.Whether the language is learnt quickly or slowly, it is hard work.Machines and good books will help, but they cannot do the student's work for him.
36.The advertisements say it would be easy to().
A.speak your native language better
B.keep in mind any foreign language
C.learn a foreign language within several weeks
D.learn by heart a foreign language
37.Nowadays most people want to learn()according to the text.
A.about the country where a language is spoken
B.to speak a foreign language
C.to read essays in the foreign language
D.to write in the foreign language
38.Before the World War people usually learnt a foreign language in order to()
A.communicate with their foreign friends
B.read the foreign newspaper
C.read the literacy works of the country
D.work in that foreign country
39.If you only use the language twice or three times a week,().
A.it is easy to learn it well
B.it will take a long time to learn the foreign language
C.you will never learn the language well
D.perhaps you will learn harsh language
40.No matter how quickly or slowly you want to learn a foreign language, you need to ().
A.read books
B.read reports
C.visit the country
D.work hard
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Complete the dialogues. I always read a paper at the weekend. ~ But do you read all of
Complete the dialogues. I always read a paper at the weekend.~ But do you read all of it 1 Did you ____ TV last night ~ Yes, I ____ aprogramme about dogs. 2 I read the story but I don’t ____ it’strue. ~ No, ____ of it is true. It’s all false. 3 Have you heard the ____ ~ No, what’s ____ 4 Did you ____to the radio this morning ~ Yes, I ____ the 8 o’clock news. 5 What’s in the ____ this morning ~ I don’t know; I never buy one. 6 Have you seen the weather ____ ~ Yes, it’sgoing to rain. 7 What did you ____ on TV ~ Oh, nothing ____.
