【课堂新坐标】2016-2017学年高中英语 Unit 11 The Media单元综合测评 北师大版必修4.docVIP

Unit 11 The Media Ⅰ.阅读理解(共15小题；每小题2分，满分30分) A Making an advertisement for television often costs more than a movie. For example, a two-hour movie costs $6 million to make. A TV commercial can cost more than $6,000 a second. And that does not include the cost of paying for air time(播送时间). Which is more valuable, the programme or the ad? In terms of money－and making money is what television is all about－the commercial is by far the more important. Research, market testing, talent, time and money－all come together to make us want 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 buy their 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 are some rules of a commercial ad making. If you want to get the middle-class buyers, make sure the announcer has a tough, manly voice. Put some people in the ad who work with their hands. If you want to sell products to upper-class audience, make sure that the house, the furniture, and the hair style are the types that the group identifies with. If you want the buyer to feel superior to the character selling the product, then make that person so stupid or silly that everyone will feel great about himself or herself. We laugh at commercials. We dont think we pay that much attention to them. But evidence shows we are kidding ourselves. The making of a commercial that costs so much money is not kid stuff. Its big, big business. And its telling us what to think, what we need, and what to buy. To put it simply, the TV commercial is a form of brainwashing. 【语篇解读】　本文主要介绍了电视商业广告的作用。 1．TV commercials are more important than other programmes to television because________. A．they bring in great profits B．they require a lot of money C．they are not difficult to produce D．they attract more viewers than other programmes 【解析】　推理判断题。根据第一段可知，正因为商业广告能带来很大的利润，所以对于电视来说，它们比其他节目都重要。 【答案】　A 2