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（请给出正确答案）
" Image-making" advertisements try to______.
A．exaggerate a product's quality
B．overpraise a product's quality
C．link an unrelated quality to a product
D．make a true but exact statement of product
答案
更多“" Image-making" advertisements try to______.A．exaggerate a product's qualityB．overpraise a”相关的问题
第1题
"Image-making" advertisements try to ______.
A．exaggerate a product's quality
B．overpraise a product's quality
C．link an unrelated quality to a product
D．make a true but exact statement of product
第2题
The writer's advice to companies in the second paragraph is to
A．produce a brochure to advertise new product lines.
B．use a brochure to extend the customer base.
C．accept that a brochure cannot fulfil every objective.
D．aim to get a bigger budget allocation for producing brochures.
第3题
Part B
For this pan, you are required to write an essay approximately 120 words about advertisements. You are advised to arrange your idea in three paragraphs with key words given. The following are the words you must use in your essay.
Key words: advertisement, advertise, consumer, manufacturer, salesperson, product, failure, newspaper, TV, radio, agency, service, misrepresent, exaggerate, benefit, victim, satisfactory.
第4题
第二节 书面表达
假设你的名字叫Jane，是北京大学的学生，你在一份英文报纸上看到如下一则广告(advertisement)。请用英文写封信，信中要包含如下要点：
1. give a description of yourself
2. say why you like the job
3. give your experience with children(lots of brothers/sisters/cousins)
4. talk about your ability to cook
5. request some information about the family
6. inquire(询问)about the pay and the job conditions
Wanted June--August
--2 children--
Do you like children？
Are you over 18？
Do you like to cook？
If so, please write to:
Mr. and Mrs. Cross
5 Dongzhimen Street
注：词数140个左右，开头语已给出，不计入总词数。
Nov. 22,1999
Dear Mr. and Mrs. Cross,
I' m Li Hua, a first-year student of Beijing University.
第5题
？Read this text taken from an article about wholesaler marketing decisions.
？Choose the best sentence to fill each of the gaps.
？For each gap 9--14, mark one letter (A--H) on your Answer Sheet.
？Do not use any letter more than once.
Wholesaler Marketing Decisions
Wholesalers, like retailers, must make decisions on their target market, product assortment, pricing, promotion and place. Many wholesalers make the mistake of serving too many customers. They need to define their target market. H
On the other hand, they need to discourage the customers who are not profitable enough by requiring larger orders or adding surcharges to smaller ones. The wholesaler's product is his assortment. Unfortunately, many of them carry too wide a range of goods. (9) . They need to identify the more profitable lines and vary inventory levels accordingly. Wholesalers usually mark up the cost of goods by about 20 percent to cover their expenses. This often leaves a margin of about 3 percent profit. (10) . They are cutting margins on some lines in order to win new customers, and on other lines they are asking for special prices when they can increase the supplier's sales.
(11) . Their use of trade advertising, sales promotion, publicity and personal selling is largely haphazard. (12) . They certainly need to develop an overall promotion strategy. Finally, wholesalers typically locate in Iow- rent, low-tax areas and put very little money into their physical setting and offices. In many cases they don't invest enough in material- handling and order-processing systems. (13) . Progressive wholesales have already moved over to the automated warehouse where orders are fed into a computer, items are picked up by mechanical devices and conveyed on a belt to the dispatch area for packing. (14) .
A They should not carry too many lines or too much stock.
B Many wholesalers are now using computers to carry out accounting, billing, inventory control and forecasting.
C They need to adopt some of the image-making techniques used by retailers.
D Most wholesalers are not promotion-minded enough.
E They need to adopt some methods used by sellers.
F Wholesalers are beginning to experiment with new approaches to prices.
G To meet rising costs, they need to study the advantages of automated handling procedures.
H They need to identify the more profitable customers and design stronger offers and build relationships with them.
(9)
第6题
？Read this text taken from an article about advertising.
？Choose the best sentence to fill each of the gaps.
？For each gap 9—14, mark one letter (A—H) on your Answer Sheet.
？Do not use any letter more than once.
Advertising in the United States is successful under the following circumstances: first, when it creates a favorable company image; second, when it relies on scientific research for an accurate evaluation of trends, fashions, needs, attitudes, and motivation; third, systematically applies the findings of research in solving its problems; G .
(9) . In the competitive world of American business, a positive company image is essential to a company's survival and growth. Any adverse publicity could destroy the image, thereby causing a "recession" in the company's ability to sell its product, keep the value of its stocks high, and maintain a healthy state of company morale. Furthermore, the self-images projected to the consumer are one of the essential techniques for pulling people into the commercial, of getting them involved with the situation and consequently with the product. (10) . The composite American, as projected in TV and radio commercials, might be pieced together somewhat as follows: always eating, troubled with insomnia, constantly worried, extremely clean, fond of fun and luxury, wholesome, highly individualistic, looking for the easiest and quickest way of doing everything, and searching for reality even if it's only a real cigarette.
Successful advertising appeals more to emotion than to reason. Research shows that data from surveys may be inaccurate because people frequently do not give reasoned answers to questions, but answers that convey a good impression to the researcher. (11) . Reasoning power is called into play only when people have to give themselves a solid excuse for buying something that appeals to them emotionally. Since a major part of advertising is aimed at the emotions, there is some concern that through exploitation of the emotions by advertisers, Americans will become less rational and less independent in their ability to make decisions.
However, recent research indicates that people's ability to reason is not adversely affected by advertising because too few advertising messages really get through to them. (12) .
If a company's drive for successful advertising disregards ethical practices, the public must rely on various agencies to discipline the offender with the threat of damaging its image. On the other hand, advertisers have found it advantageous to enrich our leisure hours by providing great entertainment, often unavailable otherwise. (13) . What does it mean？ It means that we associate the brand name, the trademark, or the slogan with the entertainment. It means that the company has won our favor and that, in all probability, we will buy that company's products and/or invest in its stocks.
(14) . Therefore, every step in the advertising process is aimed at stimulating Americans to work harder, to train longer, and to earn more in order to acquire a generous share of the material conveniences and luxuries that the giants of industry have been able to produce.
A Effective advertising is a powerful image-builder.
B As a result of all this image-making activity, the advertiser arrives at a composite of all the images projected, a national image with which the majority of consumers can identify.
C People watch the commercial and listen to the sales message, but often pay little attention to what is going. D People always pay little attention to commercials, because they are so money-oriented. E We hum the tunes, recount the tales, and laugh at the comic situations brought to us by the advertiser.
F It was the motivation analysts who found that companies must sell emotional security first and fore
