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Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising.

          Advertising relies on the techniques of market research to identify potential users of a product. Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be placed. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars.

          Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public's mind. Current developments in advertising increase the need for talented workers. 

          In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non- working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group. 

          Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can.

The author implies that the advertising industry requires______.

A. millions of dollars  

B. a college-educated work force

C. innovative thinking 

D. government regulation

Mark the letter A, B, C or D on your answer to indicate the correct answer to each of the question from 1 to 10.

The first two decades of this century were dominated by the microbe hunters. These hunters had tracked down one after another of the microbes responsible for the most dreaded scourges of many centuries: tuberculosis, cholera, diphtheria. But there remained some terrible diseases for which no microbe could be incriminated: scurvy, pellagra, rickets, beriberi. Then it was discovered that these diseases were Câused by the lack of vitamins, a trace substance in the diet. The diseases could be prevented or cured by consuming foods that contained the vitamins. And so in the decades of the 1920‟s and 1930‟s, nutrition became a science and the vitamin hunters replaced the microbe hunters.

In the 1940‟s and 1950‟s, biochemists strived to learn why each of the vitamins was essential for health. They discovered that key enzymes in metabolism depend on one or another of the vitamins as coenzymes to perform the chemistry that provides cells with energy for growth and function. Now, these enzyme hunters occupied center stage.

You are aware that the enzymes hunters have been replaced by a new breed of hunters who are tracking genes – the blueprints for each of the enzymes – and are discovering the defective genes that Câuse inherited diseases – diabetes, cystic fibrosis. These gene hunters, or genetic engineers, use recombinant DNA technology to identify and clone genes and introduce them into bacterial cells and plants to create factories for the massive production of hormones and vaccines for medicine and for better crops for agriculture. Biotechnology has become a multibillion-dollar industry.

In view of the inexorable progress in science, we can expect that the gene hunters will be replaced in the spotlight. When and by whom? Which kind of hunter will dominate the scene in the last decade of our century and in the early decades of the next? I wonder whether the hunters who will occupy the spotlight will be neurobiologists who apply the techniques of the enzyme and gene hunters to the functions of the brain. What to call them? The head hunters. I will return to them later.

The word “strived” in the passage is closest in meaning to ___________ 

A. studied 

B. tried 

C. failed 

D. experimented

Read the following passage and mark the letter A, B, C, D on your answer sheet to indicate the correct answer to each of the questions.

 Who talks more – men or women? Most people believe that women talk more. However, linguist Deborah Tannen, who has the studied the communication style of men and women, says that this is a stereotype. According to Tannen, women are more verbal – talk more – in private situations, where they use conversation as the “glue” to hold relationship together. But, she says, men talk more in public situations, where they use conversation to exchange information and gain status. Tannen points out that we can see these difference even in children. Little girls often play with one ‘best friend’ and their play includes a lot of conversation. Little boys often play games in groups, their play usually involves more doing than talking. In school, girls are often better at verbal skills, while boys are often better at mathematics.

 A recent study at Emory University helps to shed light on the roots of this difference. Researchers studied conversation between children aged 3-6 and their parents. They found evidence that parents talk very differently to their sons than they do to their daughters. The startling conclusion was that parents use more language with their girls. Specifically, when parents talk with their daughters, they use more descriptive language and more details. There is also far more talk about emotions, especially with daughters than with sons.

Which of the following statement is TRUE about the passage?

A. Parents give more love to their daughters than to their sons

B. Boys don’t like to be with their parents as much as girls do

C. Parents use more language to talk with their daughters

D. Boys don’t like showing emotions