阅读理解。

     Advertising gives useful information about which products to buy. But modern advertising gives more

than news   1  products and services .Today's advertisements, or ads, try to get consumers to buy certain brands .Writers of advertising are so skillful  2  they can sometimes persuade a consumer _3_(wear) a

certain kind of clothing, eat a special kind of cereal (麦片) ,or see a movie. Consumers might never even want a product if they did not see or hear advertisements for it.

     For example, you probably do not need the _4_(new) cereal in the supermarket. There are probably

many cereal brands on your kitchen shelves. You may not have space on your shelf for _5_. But if you

see ads about a new cereal that is your extra - tasty and has a free prize in the box, you may want _6  .

Advertising must get attention. To be    7   (effect), it must be exciting, entertaining, or provide some

pleasure. The secret of writing good advertising copy is to offer _8   good idea as well as a product. The

idea is _9   the advertisement is really selling. One example is an ad that says eating a certain cereal will

make a person do well in sports. That cereal brand may sell better if consumers think it _10_ (offer) strength and energy.