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1、Classified advertising is that advertising which is grouped in certain sections of the paper and is thus distinguished from display advertising. Such groupings as “Help Wanted”, “Real Estate”, “Lost and Found” are made, the rate charged being less than for display advertising. Classified advertiseme
2、nts are a convenience to the reader and a saving to the advertiser.The reader who is interested in a particular kind of advertisement finds all advertisements of that type grouped for him. The advertisers may, on this account, use a very small advertisement if it were placed among larger advertiseme
3、nts in the paper. It is evident that the reader approaches the classified advertisement in a different frame of mind from that in which he approaches the other advertisements in the paper. He turns to a page of classified advertisements to search for the particular advertisement that will meet his n
4、eeds. As his attention is voluntary, the advertiser does not need to rely too much extent on display type to get the readers attention. Formerly all classified advertisements were of the same size and did not have display type. With the increase in the number of such advertisements, however, each ad
5、vertiser within a certain group is competing with others in the same group for the readers attention. In many cases, the result has been an increase in the size of the space used and the addition of headlines and pictures. In that way, the classified advertisement has in reality advertisement. This
6、is particularly true of real estate advertising?1. All of the following facts are advantages of classified advertisement for advertisers EXCEPT that _.A) classified advertisement charges less moneyB) it is easier to attract the attention of the target consumersC) it provides more information for the
7、 readersD) it does not have to rely too much on display type2. One of the examples given of types of classified advertisement is _A) houses for saleB) people who are asking for helpC) people who are lostD) job vacancies3. What sort of attitude do people have when they look at classified advertisemen
8、t, according to the writer?A) They are in the frame of mind to buy anything.B) They are looking for something they need.C) They feel lost because there are so many advertisements.D) They feel the same as when they look at display advertisements.4According to the passage, in which way have the classi
9、fied advertisements changed nowadays?A) They depend more on display type.B) More money is charged for them.C) They are divided into more groups.D) They are less formal.5Why have classified advertisements changed in appearance?A) Because people no longer want headlines and pictures.B) Because real es
10、tate advertising is particularly truthful now.C) Because the increase in the number of such advertisements means they have to be small now.D) Because there are more advertisements now and more competition among advertisers.答案与解析：1. C分类广告的优越性不包括为读者提供更多的信息。事实辨析题。从文中可看出，分类广告的优越性在于收费低、无需很多的展现形式，以及更易吸引对某
11、类广告感兴趣的读者的注意力，因此 A，B，D 都正确。文中唯独没有提到 C。2. A房地产业就是分类广告的其中一块。细节题。本题考察对“Real Estate”的理解，它的意思是“房地产” ，故选项 A 正确。3. B当读者看分类广告时，他们会搜索自己需要的信息。事实辨析题。从文中可知，读者在看分类广告时和看展示广告的注意力的模式是不一样的，他们会去浏览自己感兴趣的类别，查找所需信息。故选项 B正确。4. A根据文章，分类广告更多地依赖展现形式。推断题。文章最后指出，由于竞争的加剧，分类广告商们不得不用大标题和图片来吸引读者的注意力。故选项 A 正确。5. D因为现在更多广告的投入和广告商之间
12、的竞争日益加剧，所以分类广告不断变化形式。事实辨析题。文中指出，分类广告的变化是由于“With the increase in the number of such advertisements, however, each advertiser within a certain group is competing with others in the same group for the readers attention”，故选项D 正确。Psychologists take opposing views of how external rewards, from warm praise
13、 to old cash, affect motivation and creativity. Behaviorists, who study the relation between actions and, argue that rewards can improve performance at work and school. Some other researchers who study various aspects of mental life, maintain those rewards often destroy creativity by encouraging dep
14、endence on approval and gifts from others.The latter view has gained many supporters, especially among educators. But the careful use of small monetary rewards sparks in grade-school children suggesting that properly presented inducements indeed aid inventiveness, according to a study in the June Jo
15、urnal Personality and Social Psychology.“If they know theyre working for a reward and can focus on a relatively challenging task, they show the most creativity,” says Robert Esenberger of the University of Delaware in Newark. “But its easy to kill creativity by giving rewards for poor performance or
16、 creating too much anticipation for rewards.”A teacher who continually draws attention to rewards or who hands out high grades for ordinary achievement ends up with uninspired students, Esenberger holds. As an example of the latter point, he notes growing efforts at major universities to tighten grading standards and restore falling grades.In earlier grades, the use of so-called token economics, in which students handle challenging problems and receive performance-based points
