Question

请认真阅读下列短文，并根据所读内容在文章后表格里填入一个最恰当的单词。注意：每个空格只填1个单词。请将答案写在答题卡上相应题号的横线上。

Many of the most memorable ad campaigns nowadays tend to be funny. Advertisers use this strategy to attract customers to their products. Audiences like to be entertained not forced. People will pay more attention to a humorous commercial than a factual serious one opening themselves up to be influenced. The key to funny advertising is assuring the humor is appropriate to both the product and customers. The balance between being funny and being obnoxious can often be delicate, and a marketer must be certain the positive effects outweigh the negative before an advertisement can be introduced.

The best products to sell using humor tend to be those that consumers think the least about. Products that are relatively inexpensive and often consumable can be represented without providing a lot of facts, and that's where there's room for humor. Candy, too, food, and exertainment-related products such as toys have got the most benefits from humor in their campaigns, One of the most important things to keep in mind is relevance to the product.

Another point to consider when using humor in advertising is that different things are funny to different people. A commercial that may make one person burst into laughter may leave a bad taste in another's mouth. The target market must always be considered, what's funny in a client presentation may not be funny on an airplane, at a country club or in hospital.

Humor in advertising tends to improve brand recognition but does not improve product recall message credibility, or buying intentions. In other words, consumers may be familiar with a good feeling towards the product, but their purchasing decisions will probably not be affected. One of the major keys to a successful humorous campaign is variety. Once a commercial start to wear out, it’s impossible to save ii without some variation on the concept Humorous campaigns are often expensive because they have to be constantly changed. Advertisers must remember that while making customers laugh, they have to keep thing interesting because old jokes die along with their products.

Humor in advertising
Funny advertising	•Humor in advertising can draw consumer's attention, and help them to 1. an advertisement easily. •Humor in advertising should be well suited to the product and consumers. •A commercial should find the delicate 2.between being funny and being obnoxious, and make sure its positive effects top its 3.
Products	• Humor best 4. for the products which are often 5., consumable and common. • Humor can be 6. in the commercial when it's 7.to represent the products with plenty of facts. •In an ad, humor should be 8. to the products.
Factors	• Humor used in advertising should fit in with the target market. • Humorous advertising should show its 9. .
Influence	The brand can be 10. by many people but it doesn't necessarily have an effect on consumers purchasing desire.

Answer

1.accept

2.balance

3.disadvantages/ shortcomings

4.goes

5.inexpensive/ cheap

6.applied/ used/ included

7.unnecessary

8.relevant/related

9.variety

10.recognized/ known

【解析】

这是一篇议论文。很多广告商利用幽默元素来吸引消费者购买产品，但是幽默的使用要注意几个方面：考虑观众群；考虑广告投放地点。幽默需要巨大的投入，要不断改变让人们记住，一旦幽默消失，产品就跟着消失了。

1.考查总结。根据文章第一段的People will pay more attention to a humorous commercial than a factual serious one opening themselves up to be influenced.可知观众们更容易被幽默的广告吸引，而非那些事实严肃、打开自己影响的广告，即幽默的使用可以让消费者更容易接受广告，故填accept。

2.原词复现。根据文章第一段的The balance between being funny and being obnoxious can often be delicate, and a marketer must be certain the positive effects outweigh the negative before an advertisement can be introduced.可知有趣和令人讨厌之间的平衡是很微妙的，营销人员必须在做广告之前确定其积极影响大于消极影响，故此处用“微妙的平衡”符合语义，故填balance。

3.考查同义替换。根据文章一段的The balance between being funny and being obnoxious can often be delicate, and a marketer must be certain the positive effects outweigh the negative before an advertisement can be introduced.可知有趣和令人讨厌之间的平衡是很微妙的，营销人员必须在做广告之前确定其积极影响大于消极影响，故此处可用disadvantages或shortcomings替换文中的the negative，故填disadvantages/ shortcomings。

4.考查固定搭配。根据文章第三段的The best products to sell using humor tend to be those that consumers think the least about. Products that are relatively inexpensive and often consumable can be represented without providing a lot of facts, and that's where there's room for humor.可知，最好的幽默产品往往是那些消费者认为不重要的，那些相对便宜而且经常可以消费的产品往往不需要提供太多的事实就可以被展示出来，这就是幽默的空间。由此可推断，幽默更适合那些相对便宜和经常消费的产品，“go for”适合于，符合文意，故填goes。

5.考查同义替换。根据文章第三段的The best products to sell using humor tend to be those that consumers think the least about. Products that are relatively inexpensive and often consumable can be represented without providing a lot of facts, and that's where there's room for humor.可知，最好的幽默产品往往是那些消费者认为不重要的，那些相对便宜而且经常可以消费的产品往往不需要提高太多的事实就可以被展示出来，这就是幽默的空间。由此可推断，幽默更适合那些相对便宜和经常消费的产品。“cheap/inexpensive”便宜的，符合语境，故填cheap/inexpensive。

6.考查句意转换。根据文章第三段的Products that are relatively inexpensive and often consumable can be represented without providing a lot of facts, and that's where there's room for humor.可知，那些相对便宜而且经常可以消费的产品往往不需要提供太多的事实就可以被展示出来，这就是幽默的空间。由此可推断，幽默更适合那些相对便宜和经常消费的产品，因为它们不需要太多的事实来展示产品本身。即：幽默可以应用在没有必要用很多事实来展示产品本身的广告中。“应用”apply/use/include,故填applied/ used/ included。

7.考查原文细节。根据文章第三段的Products that are relatively inexpensive and often consumable can be represented without providing a lot of facts, and that's where there's room for humor.可知，那些相对便宜而且经常可以消费的产品往往不需要提供太多的事实就可以被展示出来，这就是幽默的空间。由此可推断，幽默更适合那些相对便宜和经常消费的产品，因为它们不需要太多的事实来展示产品本身。即：幽默可以应用在没有必要用很多事实来展示产品本身的广告中。“没有必要的”unnecessary，故填unnecessary。

8.考查同义词复现。根据文章第二段的One of the most important things to keep in mind is relevance to the product.可知使用幽默最重要的一点是和产品的相关性，即幽默的内容要和产品本身有关联。“有关联的”relevant/related，故填relevant/related。

9.考查原词复现。根据文章最后一段的one of the major keys to a successful humorous campaign is variety.可知幽默成功的一个关键因素是多样性。即幽默广告要展示它的多样性，故填variety。

10.考查词性转换。根据文章最后一段的Humor in advertising tends to improve brand recognition but does not improve product recall message credibility, or buying intentions.可知广告中的幽默往往可以提高品牌的认知度，但是不能改变产品的可信度。即通过幽默广告产品有可能被很多人认识或知晓，“认识/知晓”recognize/ know，此处是被动语态，故填recognized/ known。