In the West, advertisements are the fuel that makes mass media work. Many TV stations, newspapers, magazines, radio stations are privately owned. The government does not give them money. So where does the money come from? From advertisements. Without advertisements, there would not be these private businesses.
Have you ever asked yourself what advertising is? Through the years, people have given different answers to the question. For some time it was felt that advertising was a means of “Keeping your name before the public”. And some people thought that advertising was “truth well told”. Now more and more people consider it in this way: Advertising is the paid, non-personal, and usually persuasive presentation of goods, services and ideas by some certain sponsors (发起人) through various media.
First, advertising is usually paid for. Various sponsors pay for the advertisements we see, read, and hear over the various media. Second, advertising is non-personal. 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 asks people to do something. All advertisements try to make people believe that the product, idea, or service advertised can benefit them. Fourth, the sponsors of the advertisement must show their names. From the advertisement, we can see if the sponsor is a company, or a single person. Fifth, advertising reaches us through old and modern mass media. Included in the old media are newspapers. magazines, radio, television, and films. Modern media include emails, matchbox covers, and boards on top of buildings.
【小题1】The existence of the privately owned mass media depends on the support of_________.

A．the government	B．advertisements
C．their owners’ families	D．the TV stations

【小题2】The passage seems to say that different ideas of advertising are given due to __________.

A．the subject of the advertisements	B．the change of time
C．people's age difference	D．peoples’ different opinions

【小题3】Which of the following is considered modern mass media?

A．Emails.

B． Newspapers

C．Magazines.

D．Films.

【小题4】 According to the passage, which of the following statements about advertisements is NOT true?

A．The sponsors are always mentioned.

B．Advertising is meant for large groups of people.

C．There is the description of things advertised

D．Advertising must be honest and humorous

When you turn on the radio, you hear an advertisement. When you watch television, you hear and see an advertisement. If you turn the pages of a newspaper or magazine, again you find an advertisement. If you walk down the street, you see one advertising board after another. All day, every day, people who want to sell you something compete to catch your attention. As a result, advertisements are almost everywhere.
In the West, advertisements are the fuel that makes mass media work. Many TV stations, newspapers, magazines, radio stations are privately owned. The government does not give them money. So where does the money come from? From advertisements. Without advertisements, there would not be these private businesses.
Have you ever asked yourself what advertising is? Through the years, people have given different answers to the question. For some time it was felt that advertising was a means of “keeping your name before the public”. And some people thought that advertising was “truth well told”. Now more and more people describe it in this way: Advertising is the paid , nonpersonal, and usually persuasive description of goods, services and ideas by identified sponsors(出资者) through various media.
First, advertising is usually paid for. Various sponsors pay for the advertisements 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 tells people to do something. All advertisements try to make people believe that the product, idea, or service advertised can do good to them. Fourth, the sponsor of the advertisement must be identified. From the advertisement, we can see if the sponsor is a company, or an organization, or an individual. Fifth, advertising reaches us through traditional and nontraditional mass media. Included in the traditional media are newspapers, magazines, radio, television, and films. Nontraditional media includes the mail, matchbox covers and billboards.
【小题1】According to the passage, who are most probably paying for the advertisements?

A．Companies.

B．Organizations.

C．Individuals.

D．All of the above.

【小题2】The existence of the privately owned mass media depends financially on______.

A．the government	B．their owners’ families	C．advertisements
D．the audience

【小题3】Which of the following is considered nontraditional mass media?

A．Newspapers

B．The mail

C．Magazines

D．Films

【小题4】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．Advertising tells people to do something directly or indirectly.

D．The sponsors are always mentioned in the advertisements.

Television, which made its first serious appearance in 1939, did not become common until the early 1950s．Since then, millions of children have grown up in front of the set, and many people now worry about the effect that TV has on the young, and on society in general．Educators, psychologists, and crime experts wonder if television should be abolished（取消）．Many ordinary parents wish it had never been invented．Why are they so afraid? Is television as harmful as they think it is?

Like almost anything else, television has its good and its bad sides．One should surely thank its inventors for the joy and interest that they have brought into the lives of the old, the sick, and the lonely -- all those who, without it, would have no pleasure and no window on the world.

In truth, television has opened windows in everybody's life．No newspaper has ever reached so many people and shown so clearly what was happening right now in their own country and everywhere else．TV not only gives the news instantly, it also shows it in pictures more powerful than words．It can be said that TV has brought reality to the public．Millions of people now have seen the effects of a battle, a flood, a fire, a crime, disasters of every sort on the screen.

Unfortunately, television's influence has been extremely harmful to the young．Children do not have enough experience to realize that TV shows present an unreal world．They want to imitate what they see．They do believe that the violence they see is normal and acceptable．By the time they are out of high school, most young people have watched about 15,000 hours of television, and have seen about 18,000 killings or other acts of violence．All educators and psychologists agree that the "television generations" are more violent than their parents and grandparents,

According to the same experts, the young are also less patient．Used to TV shows, where everything is quick and entertaining, they do not have the patience to read an article without pictures; to read a book that requires thinking; to listen to a teacher who doesn't do funny things like the people on children's programs．And they expect all problems to be solved happily in ten, fifteen or thirty minutes．That's the time it takes on the screen.

It is certain that television has deeply changed our lives and our society．It is certain that, along with its benefits, it has brought many serious problems．To these problems we must soon find a solution because, whether we like it or not, television is here to stay.

1.First TV set was made ______.

       A．in 1939               B．in 1950s              C．in 1940s              D．in 1919

2.Which of the following people have a view on TV different from the others?

       A．Educators．                               B．TV producers．

       C．Crime experts．                           D．Psychologists.

3.According to the author, who need TV most?

       A．Educators.                                          B．Crime experts.

       C．The old and the lonely.                         D．The children and their parents.

4.We can conclude that ‘television generations’ are_______.

         A．lonely            B．more patient      C．more violent     D．more gentle

 

Television, which made its first serious appearance in 1939, did not become common until the early 1950s．Since then, millions of children have grown up in front of the set, and many people now worry about the effect that TV has on the young, and on society in general．Educators, psychologists, and crime experts wonder if television should be abolished（取消）．Many ordinary parents wish it had never been invented．Why are they so afraid? Is television as harmful as they think it is?

Like almost anything else, television has its good and its bad sides．One should surely thank its inventors for the joy and interest that they have brought into the lives of the old, the sick, and the lonely -- all those who, without it, would have no pleasure and no window on the world.

In truth, television has opened windows in everybody's life．No newspaper has ever reached so many people and shown so clearly what was happening right now in their own country and everywhere else．TV not only gives the news instantly, it also shows it in pictures more powerful than words．It can be said that TV has brought reality to the public．Millions of people now have seen the effects of a battle, a flood, a fire, a crime, disasters of every sort on the screen.

Unfortunately, television's influence has been extremely harmful to the young．Children do not have enough experience to realize that TV shows present an unreal world．They want to imitate what they see．They do believe that the violence they see is normal and acceptable．By the time they are out of high school, most young people have watched about 15,000 hours of television, and have seen about 18,000 killings or other acts of violence．All educators and psychologists agree that the "television generations" are more violent than their parents and grandparents,

According to the same experts, the young are also less patient．Used to TV shows, where everything is quick and entertaining, they do not have the patience to read an article without pictures; to read a book that requires thinking; to listen to a teacher who doesn't do funny things like the people on children's programs．And they expect all problems to be solved happily in ten, fifteen or thirty minutes．That's the time it takes on the screen.

It is certain that television has deeply changed our lives and our society．It is certain that, along with its benefits, it has brought many serious problems．To these problems we must soon find a solution because, whether we like it or not, television is here to stay.

1．First TV set was made ______.

       A．in 1939               B．in the 1950s         C．in the 1940s         D．in 1919

2．Which of the following people have a view on TV different from the others?

       A．Educators．                               B．TV producers．

       C．Crime experts．                           D．Psychologists.

3．According to the author, who need TV most?

       A．Educators.                                          B．Crime experts.

       C．The old and the lonely.                         D．The children and their parents.

4．We can conclude that ‘television generations’ are_______.

       A．lonely                                    B．more patient

       C．more violent                              D．more gentle