Unit 11课时跟踪练(一) Warm up & Lesson 1 - Pre-reading

　　Ⅰ.阅读理解

　　A

　　Making an advertisement for television often costs more than a movie. For example, a two­hour 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 middle­class 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 upper­class audience, make sure that the house, the furniture, and the hairstyle 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 don't 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. It's big, big business. And it's telling us what to think, what we need, and what to buy. To put it simply, the TV commercial is a form of brainwashing.

　　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：选A　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。

　　2．The purpose of all the efforts made in turning out TV commercials is to ________.

A．persuade people to buy the product