D

There are few ads that have stood the test of time. Certain ads are simple and outstanding; they are classics. Good ads work on two levels: they engage the mind of the consumer and at the same time deliver a selling message.
Spokespeople and celebrities have been an important part of many classic ads. Michael Jordan, the premier spokesperson of the 1990s, delivered believable commercials for Diet Coke, Wheaties, and Nike, to name but a few. His animated Coke ads, with a variety of cartoon characters, shown during the 1992 and 1993 Super Bowls, produced awareness scores five times higher than normal.
Drama is often an important aspect of successful advertising. One of the most dramatic advertisements ever produced was a commercial for the launch of the Apple Macintosh computer that took on Apple's most serious competitor, IBM. The stark images of the classic George Orwell novel 1984 came alive in this commercial, which only ran once, during the 1984 Super Bowl before 100 million viewers. Not only was this ad a fascinating drama, it also demonstrated the power of a timely media buy.
Significant images are another important part of advertising. Nike, with its "Just do it" campaign has provided the intended audienceyoung athletic men and women, or athletic "wannabes" - with rewarding praise for the physically fit and constant inspiration for the unfit to release their lethargy (倦怠). These images of men and women committed (承诺) to " no pain-no gain," both inspire and challenge. This imagery is heightened through excellent photography, the use of celebrities, and dramatic situations. It is a type of advertising called, rather literally, image advertising. Perhaps the most successful image advertising of all time, however, is the Marlboro campaign, which has been running since 1955. With great single-mindedness the campaign has focused on western imagery with cowboys, horses, and farms. The cowboy myth is a strong and exciting image. This campaign has been successful both as communication and as a marketing effort. It has helped to make Marlboro the best-selling cigarette in the world.

68. In the author's opinion, classic ads intend to _____.
    A. raise the customer's energy and encourage them to take exercise
    B. start a campaign to focus on western images and forerunners
    C. include spokespersons, famous stars and lovely cartoons
    D. attract customers and meanwhile send selling ideas
69. The author says "Perhaps the most successful image advertising of all time, however, is the Marlboro campaign", probably because of _______.
    A. the dramatic situation B. the clear photo
    C. the appealing image D. the good quality cigarettes
70. Which of the following is true?
    A. Image advertising consists of photography, famous people and dramatic situations.
    B. Cartoon characters can improve awareness of social problems.
    C. Ads based on literature prove more successful.
    D. Many ads can bear the test of time.

E

Remember when a trip to the supermarket was nothing more than a boring thing requiring little or no specialized knowledge? You could send your kids into a cart while you did shopping. You always bought the same brands, usually the brands your mother bought. You didn't know about unit pricing, and furthermore, you didn't care. It never occurred to you to read the labels on anything. After all, you'd bought these things a hundred times.
But now, I really look on those days with a feeling of yearn (怀旧). How innocent we were! How carefree were those trips to the supermarket. No worries. Today a trip to the supermarket is filled with social influence. Every time I buy pork chops I think about the years I'm shaving from my life. I keep a careful eye on the freshness date and examine the tamper - proof packaging. I am a victim of that most dangerous social disease: shoppers' panic.
I didn't realize how serious my condition had become until the last time I needed laundry soap. It seemed simple enough. Just run into the market, grab a box of the old reliable and pay for it. I hadn't planned on discovering Ecover, a new brand of laundry soap. It sat quietly on the shelf right next to my old reliable. "Healthy, gentle but effective. "My respect for it deepened with each new claim as I read the entire package. Then I looked at the price: $ 5.69 for 2 pounds. $ 5.69 ! I cast a quick glance at the old reliable, still on sale for $ 1.39.

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