Copywriting is the art of sending a message in writing, especially in advertisements, for the purpose(目的) of persuading someone to do something. This is especially true when writing descriptive(描述性的) copy. Why? Because customers’（顧客） senses don’t work on paper. They only work in person. That’s why copywriters have to create a sensory experience for their customers through their words.
When copywriters create descriptions, they often leave a lot to be desired. There is no interaction(互動) or experience. Descriptions should be descriptive. Successful descriptions should fill the gap of what customers would see, hear, smell, taste or feel as if they were standing before the product. Successful descriptions should also draw customers’ attention and create an actual event as if they could be right there.
Do you make cinnamon rolls(肉桂卷)？You wouldn’t want to describe them simply as “delicious” or “smell great”. Instead, you’d want to bring your customers to the experience of enjoying them. Something like this will work better: Completely NOT your grandma’s cinnamon rolls! Freshly bake them right in your own oven. As the strong pleasant smell of these excellent rolls begins to float in the air, your nose will start to feel excited and you’ll immediately know they are worth the wait.
When writing descriptive copy, choose the senses that are most proper and focus on them. If describing food, certainly you’ll think about not only what you’re tasting, but also what you smell and see. If you’re writing travel copy, you’ll focus on sights, sounds as well as feelings. Your goal is to have your readers close their eyes and imagine they are in the same experience as you are.
【小題1】The purpose of copywriting is to        .

A．create a pleasant experience
B．develop customers’ five senses
C．persuade people to do things
D．give people rich imagination
【小題2】The writer develops the third paragraph mainly        .
A．by cause and effect(因果)B．by order in space
C．by order in timeD．by examples
【小題3】 Which of the following would be the best title for the passage?
A．People’s five senses
B．Copywriting and advertisements
C．Descriptive copywriting
D．Copywriting and the five senses


【小題1】C
【小題1】D
【小題1】D

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科目：高中英語 來源：江蘇省泰州中學(xué)2011－2012學(xué)年高一上學(xué)期期中考試英語試題（人教版） 題型：050

閱讀下面的短文，然后從A，B，C，D四個選項中，選出可以填入空白處的最佳選項。

　　Copywriting is the art of sending a message in writing, especially in advertisements, for the purpose(目的)of persuading someone to do something．This is especially true when writing descriptive(描述性的)copy．Why? Because customers’(顧客)senses don't work on paper．They only work in person．That's why copywriters have to create a sensory experience for their customers through their words．

　　When copywriters create descriptions, they often leave a lot to be desired．There is no interaction(互動)or experience．Descriptions should be descriptive．Successful descriptions should fill the gap of what customers would see, hear, smell, taste or feel as if they were standing before the product．Successful descriptions should also draw customers’ attention and create an actual event as if they could be right there．

　　Do you make cinnamon rolls(肉桂卷)? You wouldn't want to describe them simply as “delicious” or “smell great” ．Instead, you'd want to bring your customers to the experience of enjoying them．Something like this will work better：Completely NOT your grandma's cinnamon rolls! Freshly bake them right in your own oven．As the strong pleasant smell of these excellent rolls begins to float in the air, your nose will start to feel excited and you'll immediately know they are worth the wait．

　　When writing descriptive copy, choose the senses that are most proper and focus on them．If describing food, certainly you'll think about not only what you’re tasting, but also what you smell and see．If you’re writing travel copy, you'll focus on sights, sounds as well as feelings．Your goal is to have your readers close their eyes and imagine they are in the same experience as you are．

(1)

The purpose of copywriting is to ________．

[　　]

A．

create a pleasant experience

B．

develop customers’ five senses

C．

persuade people to do things

D．

give people rich imagination

(2)

The writer develops the third paragraph mainly ________．

[　　]

A．

by cause and effect(因果)

B．

by order in space

C．

by order in time

D．

by examples

(3)

Which of the following would be the best title for the passage?

[　　]

A．

People's five senses

B．

Copywriting and advertisements

C．

Descriptive copywriting

D．

Copywriting and the five senses

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Copywriting is the art of sending a message in writing, especially in advertisements, for the purpose(目的) of persuading someone to do something. This is especially true when writing descriptive(描述性的) copy. Why? Because customers’（顧客） senses don’t work on paper. They only work in person. That’s why copywriters have to create a sensory experience for their customers through their words.

When copywriters create descriptions, they often leave a lot to be desired. There is no interaction(互動) or experience. Descriptions should be descriptive. Successful descriptions should fill the gap of what customers would see, hear, smell, taste or feel as if they were standing before the product. Successful descriptions should also draw customers’ attention and create an actual event as if they could be right there.

Do you make cinnamon rolls(肉桂卷)？You wouldn’t want to describe them simply as “delicious” or “smell great”. Instead, you’d want to bring your customers to the experience of enjoying them. Something like this will work better: Completely NOT your grandma’s cinnamon rolls! Freshly bake them right in your own oven. As the strong pleasant smell of these excellent rolls begins to float in the air, your nose will start to feel excited and you’ll immediately know they are worth the wait.

When writing descriptive copy, choose the senses that are most proper and focus on them. If describing food, certainly you’ll think about not only what you’re tasting, but also what you smell and see. If you’re writing travel copy, you’ll focus on sights, sounds as well as feelings. Your goal is to have your readers close their eyes and imagine they are in the same experience as you are.

1.The purpose of copywriting is to        .

A. create a pleasant experience

B. develop customers’ five senses

C. persuade people to do things

D. give people rich imagination

2.The writer develops the third paragraph mainly        .

A. by cause and effect(因果)           B. by order in space

C. by order in time                   D. by examples

3. Which of the following would be the best title for the passage?

A. People’s five senses

B. Copywriting and advertisements

C. Descriptive copywriting

D. Copywriting and the five senses

 

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Below you will find a selection of helpful books to learn more about effective campaigns(運動) and one-to-one permission email marketing and more.
●  Advanced Email Marketing
Email is specially brilliant: low cost, high speed, personal, moving , and interactive. But there’s a big difference between knowing that email is a powerful marketing tool and proving it. —A1 ＄15.00
●  Sign Me Up!
Imagine it: prospects (前景) actually ask you to email your marketing information to them. At a time when people wouldn’t give out their email addresses and don’t believe most emails, it’s harder than ever for ordinary marketers to separate their emails from waste emails.—A2 ＄13.00
●  The Quiet Revolution
A revolution is taking place which will forever change the world of marketing. The strategies (策略)and techniques that have served marketers for years will not only decline in effectiveness, but will begin to quietly decline the very brands and the customer relationships that companies have worked so hard to create. —A3 ＄18.00
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●  Persuasive Online Copywriting: How to Take Your Words to the Bank
This copy of the book offers the most comprehensive (and immediately usable) information on “how to make your website usable” in the fewest amount of pages possible. —A7 ＄31.4

  1. 1.

    It can be inferred that all the books can be relative to _______.

    1. A.
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    2. B.
      everyday life
    3. C.
      the Internet
    4. D.
      hotels
  2. 2.

    If you want to communicate with the bank, you’d better buy ______.

    1. A.
      1
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    3. C.
      A7
    4. D.
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  3. 3.

    The prices of all the books are between _____.

    1. A.
      ten and forty dollars
    2. B.
      Fifteen and twenty dollars
    3. C.
      twenty and thirty dollars
    4. D.
      Thirty and forty dollars

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