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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 advertisements 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 advertisements 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 needs. As his attention is voluntary, the advertiser does not need to rely too much extent on display type to get the reader’s 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 advertiser within a certain group is competing with others in the same group for the reader’s 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 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 money
B) it is easier to attract the attention of the target consumers
C) it provides more information for the readers
D) it does not have to rely too much on display type
◆2. One of the examples given of types of classified advertisement is ____
A) houses for sale
B) people who are asking for help
C) people who are lost
D) job vacancies
◆3. What sort of attitude do people have when they look at classified advertisement, 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.
◆4.According to the passage, in which way have the classified 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.
◆5.Why have classified advertisements changed in appearance?
A) Because people no longer want headlines and pictures.
B) Because real estate 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 reader’s attention”，故选项D正确。
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