Unit 4 Pygmalion reading课时作业

Ⅰ.课文缩写填空

Ⅱ.阅读理解

　　When you think of the different types of advertising, several come to your mind. There are the traditional means to advertise: newspapers, magazines, radio, television, billboards, and even taxicabs. Yet there are other types of advertising, such as aerial advertising (空中广告), which is very different in many aspects.

　　Radio advertising is aimed at the local customers. The downside of using radio is that the c

　　ustomer needs to have the station tuned in. Placement of ads on the radio is another consideration since listening time is important to the ads. The upside of using radio is that the audience does tend to remember jingles (广告词) that are easy to remember.

　　Magazine and newspaper advertising is directed to the subscribers (订阅人). The subscriptions limit the availability to non­subscribers. The concept of being able to read information online is slowly changing the subscriptions to this advertising market. Limitations of circulation of magazines and newspapers mean fewer people viewing the advertisements.

　　Television advertising is channeled to the viewers. Limitations of viewers based on the available channel selections lower the exposure audience. With the availability of satellite to consumers, locating the client base for advertisement can easily be lost or overlooked.

　　Billboard advertising focuses on the area of the billboard. Limitations of outside regions viewing the information are high. Getting the attention of the passers­by to view the information is also a subject to be considered.

　　Aerial banner advertising focuses on vast population of various regions. Based upon the region, the exposure is limitless. Grabbing or gaining the public's attention is based on simple human nature to look up at the airplane that is flying overhead. People typically look up when a plane flies overhead. To have a banner with an advertisement adds more curiosity and response.

People tend to remember aerial advertising at a high rate. They also tend to communicate to others about the advertisement by sharing the information by word of mouth. This word of mouth