PDF《国家开放大学广东分部 2017 年秋季期末考试》

truth well told. Now more and more people tend to define it in this way: Advertising is the paid, nonpersonal (非针对个人的),and usually persuasive (有说服力的) presentation of goods, services and ideas by identified sponsors through various media First, advertising is usually paid for. Various sponsors pay for the ads we see, read, and hear over the various media. Second, advertising is nonpersonal. It is not face-to-face communication. Although you may feel that a message in a certain advertisement is aimed directly at you, in reality, it is directed at large groups of people. Third, advertising is usually persuasive. Directly or indirectly it urges people to do something. All advertisements try to (8333)《商务英语阅读》 , . O

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得l过此les线…0线00convince people that the product, idea, or service advertised can benefit them. Fourth. the sponsor of the advertisement must be identified. From the advertisement, we can see lithe sponsor is a corporation, or a committee, or an individual. Fifth, advertising reaches us through traditional and non-traditional mass media. Included in the traditional media are newspapers, magazines, radio, television, and films. Non-traditional media include the mail, matchbox covers, and billboards 1. The existence of the privately owned mass media depends financially on the support of A、 the government B、 their owners'

families C. advertisements D-. the audience 2. The passage seems to say that different definitions of advertising are given due to - A-. the change of time B. the subject of the advertisements C-. people'

s age difference D. people'

s different perspective 3. According to the passage, who are most probably paying for the advertisements? ______ A. Corporations B、 Committees C. Individuals D, All of the above 4. Which of the following is considered nontraditional mass media? _____ A. Newspapers B. The mail C-. Magazines D、 Films 试题第2页共3页O,0密、、、O封OO线O考!生l答lles题不l得丫.D过l此D1

1 . 线!…5. According to the passage, which of the following statements about the features of advertisements is NOT true? A、 Advertising must be honest and amusing B.. Advertising is meant for large groups of people C.. There is a description of things advertised D.. The sponsors are always mentioned -0-0-0- 准考证号

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0 Passage Two 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 the 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 抑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 to do 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 they learn quickly or slowly, it is hard work. Machines and good books will help, but they cannot do the students'