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AnIntegratedEnglishCourseIV
Unit7
Text1TheSellingofthePresident
KeytoExercises
Textcomprehension(pp.102-103)
I.Decidewhichofthefollowingbeststatestheauthorspurposeofwriting.
B.
II.Judge,accordingtothetext,whetherthefollowingstatementsaretrueorfalse.
1.T.RefertothelastsentenceofParagraph2.
2.F.RefertoParagraph3.ItisarguedthatinsomeelectionstheamountofTVexposuredoes
nothelpandthispointissupportedbytwoexamples,oneofwhichisNixonswinningin1972.
Fordslossin1976,however,isanexampleusedtoshowthatTVpromotionseemstoworkbest
whenthereisalargeundecidedvote.
3.F..
OneexceptionwasNixon,whoseTVimage,thoughgenerallypoor,wasimprovedthroughthe
applicationoffeaturedlongshotsandtheavoidanceofclose-ups.
4.F.
thanthosementionedinthepreviousparagraph.Ithasnothingtodowiththeissuewhetherthey
wereshownwithinUSorabroad.
5.T.RefertoParagraph6.
6.T.RefertoParagraph7.
7.T.RefertoParagraph11.
III.Answerthefollowingquestions.
1.Presidentialcandidatesaresomewhatlikecommodities:thebetteradvertisedtheyareonTV,
thebettertheysell.
2.Sincethe1896campaign,theelectionofaPresidenthaslargelydependedonwhether
favorablepublicityofacandidatecanbemade.Priortothe1960swhenTVsurpassednewspapers
asaninformationsourceforthefirsttime,themediumthatplayedthedominantroleinthethe
ingeneratingfavorablepublicitywasuptothecampaignstrategist,thusmaking
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