Question

B. Choose the best answer and complete the passage(选择最恰当的单词或短语选项完成短文)：

What makes an advertisement effective? You can easily answer this question if you walk around a city. A good ad is one that gets your attention and makes you focus on the important ______, too.

To learn how to create an effective ad, like a poster for example, start by ______ the two posters on the right. Answer this without stopping to think: Which one is more effective? Yes, it’s the one at the bottom. Let’s examine why.

First of all, it’s more colourful and it’s got attractive pictures. The white and black poster almost becomes invisible next to it. Colour draws attention. Moreover, it can ______ your feelings and make you react in a certain way. Images do the same. Do the cupcakes on the poster at the bottom make your mouth water? Do they make you quickly go through the text to find out where you can get them? That’s what they’re there for!

An ad isn’t just colour and pictures. You’ve got something to say, so the next thing you should do is to decide how much text you should write. Remember that people are impatient and will ______ read a long text to see what it’s about. The amount of text should be just right to get your message across, so focus on your message and say it with as few words as possible. Your choice of font (the style of letters), font size (how big or small the letters are) and font colour also play an important role. You want the text to be ______ to read, especially from a distance.

______, you have to decide how you’re going to organize both the pictures and the text in the space you’ve got. A good layout helps people ‘read’ the ad quickly and communicates your message more effectively. If your poster is too busy, your message will simply get lost!

1.A. task B. information C. goal D. proof

2.A. discovering B. memorizing C. comparing D. recognizing

3.A. express B. hide C. link D. affect

4.A. probably B. mainly C. rarely D. definitely

5.A. easy B. enjoyable C. basic D. serious

6.A. However B. Finally C. In conclusion D. As a result

Answer 1