阅读理解。
In the West, advertisements are the fuel that makes mass media work. Many TV stations, newspapers,
magazines, radio stations are privately (私下地) owned. The government does not give them money. So
where does the money come from? From advertisements. Without advertisements, there would not be these
private businesses.
Have you ever asked yourself what advertising is? Through the years, people have given different answers
to the question. For some time it was felt that advertising was a means of "keeping your name before the
public". And some people thought that advertising was "truth well told". Now more and more people consider
it in this way: Advertising is the paid, non-personal, and usually persuasive presentation of goods, services
and ideas by some certain sponsors (赞助商) through various media.
First, advertising is usually paid for. Various sponsors pay for the advertisements we see, read, and hear
over the various media. Second, advertising is non-personal. It is not face-to-face communication. Although
you may feel that a message in a certain advertisement is aimed directly at you, in fact, it is directed at large
groups of people. Third, advertising is usually persuasive. Directly or indirectly it asks people to do something.
All advertisements try to make people believe that the product, idea, or service advertised can benefit them.
Fourth, the sponsors of the advertisement must show their names. From the advertisement, we can see if
the sponsor is a company, or a single person. Fifth, advertising reaches us through old and modern mass
media. Included in the old media are newspapers, magazines, radio, television, and films. Modern media include
emails, matchbox covers, and boards on top of buildings.
1. The existence of the privately owned mass media depends on the support of ____.
A. the government
B. their owners' families
C. advertisements
D. the TV stations
2. The passage seems to say that different ideas of advertising are given due to ____.
A. the change of time
B. the subject of the advertisements
C. people's age difference
D. people's different opinions
3. Which of the following is considered modern mass media?
A. Newspapers
B. Emails
C. Magazines
D. Films
4. According to the passage, which of the following statements about advertisements i8 NOT true?
A. The sponsors are always mentioned.
B. Advertising must be honest and humorous.
C. There is the description of things advertised.
D. Advertising is meant for large groups of people.
