4、There are few ads that have stood the test of time. Certain ads are simple and outstanding; they are classics. Good ads work on two levels: they engage the mind of the consumer and at the same time deliver a selling message.  

Spokespeople and celebrities have been an important part of many classic ads. Michael Jordan, the premier spokesperson of the 1990s, delivered believable commercials for Diet Coke, Wheaties, and Nike, to name but a few. His animated Coke ads, with a variety of cartoon characters, shown during the 1992 and 1993 Super Bowls, produced awareness scores five times higher than normal.

Drama is often an important aspect of successful advertising. One of the most dramatic advertisements ever produced was a commercial for the launch of the Apple Macintosh computer that took on Apple's most serious competitor, IBM. The stark images of the classic George Orwell novel 1984 came alive in this commercial, which only ran once, during the 1984 Super Bowl before 100 million viewers. Not only was this ad a fascinating drama, it also demonstrated the power of a timely media buy.   

Significant images are another important part of advertising. Nike, with its "Just do it" campaign has provided the intended audience young athletic men and women, or athletic "wannabes" - with rewarding praise for the physically fit and constant inspiration for the unfit to release their lethargy (倦怠). These images of men and women committed (承諾) to " no pain-no gain," both inspire and challenge. This imagery is heightened through excellent photography, the use of celebrities, and dramatic situations. It is a type of advertising called, rather literally, image advertising. Perhaps the most successful image advertising of all time, however, is the Marlboro campaign, which has been running since 1955. With great single-mindedness the campaign has focused on western imagery with cowboys, horses, and farms. The cowboy myth is a strong and exciting image. This campaign has been successful both as communication and as a marketing effort. It has helped to make Marlboro the best-selling cigarette in the world.

1．In the author's opinion, classic ads intend to _____.

      A．raise the customer's energy and encourage them to take exercise

      B．start a campaign to focus on western images and forerunners

      C．include spokespersons, famous stars and lovely cartoons

      D．a(chǎn)ttract customers and meanwhile send selling ideas

2．The author says "Perhaps the most successful image advertising of all time, however, is the Marlboro campaign", probably because of _______.

      A．the dramatic situation                           B．the clear photo

      C．the appealing image                              D．the good quality cigarettes

3．Which of the following is true?

      A．Image advertising consists of photography, famous people and dramatic situations.

      B．Cartoon characters can improve awareness of social problems.

     C．Ads based on literature prove more successful.

       D．Many ads can bear the test of time.