MostAmericanmagazinesandnewspapersreserve60percentofthe...

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Most American magazines and newspapers reserve 60 percent of their pages for ads. The New York Times Sunday edition __51_____ may contain 350 pages of advertisements. Some radio stations devote 40 minutes of every hour to __52_____.

Then there is television. The vast majority of television ads today consist of brief advertising spots, __53_____ in length from a few seconds to several minutes. According to one estimate, American youngsters sit through three hours of television commercials each week. By the time they graduate from high school, they will have been ___54____ 360,000 TV ads. Television advertises in airports, hospital waiting rooms, and schools.

Major sporting events are now major advertising events. Racing cars serve as high speed ___55____. Some athletes receive most of their money from advertisements. One top-ranking basketball player earned $3.9 million by playing ball. Advertisers paid him nine times that much to ___56____ their products.

There is no escape. Commercial ads are __57_____ on walls, buses, and trucks. They ___58____ the inside of taxis and subways --even the doors of public toilets. __59_____ messages call to us in supermarkets, stores, elevators --and __60____ we are on hold on the telephone. In some countries so much advertising comes through the mail that many recipients proceed directly from the mailbox to the nearest wastebasket to ___61____ the junk mail.

___62____ Insiders’ Report, published by McCann-Erickson, a global advertising agency, the estimated amount of money spent on advertising worldwide in 1990 was $275.5 billion. Since then, the figures have soared to $411.6 billion for 1997 and $434.4 billion for 1998. Big money.

What is the __63____ of all of this? One analyst put it this way: “Advertising is one of the most powerful socializing forces in the culture. Ads sell __64____ than products. They sell images, values, goals, __65_____ of who we are and who we should be. They shape our attitudes and our attitudes shape our behavior.”

51. A. lonely B. alone C. singly D. individually

52. A. commerce B. consumers C. commercials D. contracts

53. A. ranging B. varying C. changing D. adjusting

54. A. taken to B. spent in C. expected of D. exposed to

55. A. flashes B. billboards C. attractions D. messages

56. A. improve B. promote C. urge D. update

57. A. symbolized B. illustrated C. demonstrated D. displayed

58. A. modify B. decorate C. polish D. fix

59. A. Audio B. Studio C. Oral D. Video

60. A. since B. while C. unless D. if

61. A. throw away B. lay down C. blow out D. break down

62. A. Except for B. Apart from C. According to D. Including in