2. 职称英语
  3. Read this text taken from an article about future developments in advertising.

Read this text taken from an article about future developments in advertising.

游客2025-05-28  5
问题 Read this text taken from an article about future developments in advertising.
Choose the best sentence from the opposite page to fill each of the gaps.
For each gap(9-14), mark one letter(A-H)on your Answer Sheet.
Do not mark any letter more than once.
There is an example at the beginning(0).
                    Future Developments in Advertising
The explosion of new media, ranging from the internet to digital television, means that people working in advertising will have to devise more cunning ways to catch the public’s attention in the future. The traditional TV advertising campaign will not reach the whole family any more.(0)___H___ The advertising industry will have to work ’harder and smarter’ to cut through the ’clutter and noise’ of the future with this vast array of new media, all competing to catch the consumer’s eye.
    People have become more individual in their consumption of advertising.(9)______ New technology has made experimenting with new forms of advertising a possibility. The monologue where the advert tells housewives that this is the washing powder they should buy is just a cliche now. The internet, for example, has made such ads look old-fashioned. (10)______A much closer relationship with the consumer is gradually being forged.
    The definition of what constitutes advertising will expand well beyond the conventional mass media. Shopping environments will themselves become a part of the advertising process. (11)______The aim will be to ’warm’ people towards these places so that they will return to purchase goods there again.
    In spite of these and other changes, it is highly unlikely that TV, print and radio will disappear altogether as advertising media.(12)______ But other marketing disciplines, such as public relations and direct marketing, will become as important as advertising. Advertising agencies will have to reinvent themselves. They will no longer be able simply to produce advertisements and then support these through PR, direct marketing or the internet.(13)______
    Thus, creativity will be the most valuable commodity in the future.(14)______ It will continue to be so in the future. But there will be an increasing premium on the advertiser’s ability to be imaginative, and to think laterally about engaging the consumer in a broader variety of media.
A On the contrary, there is almost certain to be an increase in every form of advertising in future years.
B Increasingly, they will exist not simply to sell goods, but also to entertain people and to make sure that they enjoy their time there.
C Originality of thinking has always been in short supply.
D There is, consequently, little hope of them surviving for more than another 20 years.
E This fragmentation has already shown the need for a more sophisticated understanding of where and how to reach people in the most effective way.
F Instead, they will have to change the whole way they look at communication and start thinking about ideas which are not specific to one discipline.
G It has made possible a situation in which customers can tell advertisers what they think, and the advertisers can supply information.
H No longer will all members be watching the same programme: some will be watching different channels on their own TVs, surfing the net or doing both at the same time. [br]
选项
答案 B
解析
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