Advertising
Advertising is only part of the total sales effort，but it is the part that attracts the most attention.This is natural enough because advertising is designed for just that purpose.
The simplest kind of advertising is the classified ad.Every day the newspapers carry a few pages of these ads; in the large Sunday editions there may be several sections of them.A classified ad is usually only a few lines long.It is really a notice or an announcement that something is available.
Newspapers also carry a large amount of display advertising.Newspapers generally reach an audience only in a limited area.To bring their message to a larger audience，many who want to put out their ads use national magazines.Many of the techniques of modern advertising were developed in magazine ads.The use of bright colors，attractive pictures，and short messages is all characteristics of magazine ads.The most important purpose is to catch the eye.The message itself is usually short，often no more than a slogan which the public identifies with the product.
The same techniques have been carried over into television advertising.Voices and music have been added to colors and pictures to catch the ear as well as the eye.Television ads are repeated over and over again so that the audience sees and hears them many times.Commercial television has mixed entertainment and advertising.
[阅读障碍词]
1．classify v． 分类
2．section n. 部分
3．characteristic adj. 特色
4．identify v. 确认，识别
5．commercial adj. 商业的
6．entertainment n. 娱乐
[诱思导读]
根据短文内容，回答下列问题
1．What is advertising designed for?
Attracting the most attention.
2．According to newspaper ads，what's the advantage of television ads?
Voices and music have been added to colors and pictures.
