“English Test – Communication and Advertisement” will test your knowledge of English, including Reading, Grammar, Functions, and Writing.
English Test – Communication and Advertisement
Communication means not only speech or pictures but, anyway, one person can pass information, ideas, or feelings to another. Thus communication uses all of the senses: smell, touch, taste, sound, and sight. Of the five, only two are useful in advertising — sound and sight. The five forms of human communication can be used to send any message to potential customers. However, not all five are equal. Smell, touch, and taste are of little use, but sound and sight are of great value and effectiveness.
1. …………. is probably the least useful communication channel available for advertising. Like touch, taste requires the potential customer to come in actual physical contact with the product. However, the taste is even more limited than the touch. There are few products other than food for which taste is a major selling point, and there is virtually no medium in which an advertisement can be placed that people are likely to lick; I’m sure few people are going to lick a magazine page or the TV screen, nor get much sense of what the product tastes like from them. It is possible to use direct mail and send samples to homes, but that is an expensive way to advertise. The remaining two senses, sound, and sight, are the most effective and easily used channels of communication available to advertising. For these reasons, virtually all advertising relies on them.
2 …………. is extremely useful for advertising. It can be used in a variety of media, from radio and television to the new technology of binding micro-sound chips in magazines to present 20-second sales messages. It is also capable of presenting words and “theatre of the mind.” Words, the method by which humans communicate their ideas and feelings, are presented by sound, by speaking aloud. Through the use of words, it is possible to deliver logical arguments, discuss pros and cons, and evoke emotions. Thus sound, in the form of words and effects, are quite useful to the advertiser in affecting a listener.
3 ………… is arguably the most useful of the communication channels available to the advertiser. Through sight, it is possible to use both words and images effectively. Words do not have to be spoken to be understood. They can be printed, as well. Although it is difficult to put in written words the emotional impact possible in spoken words, with their inflections and subtle sound cues, nevertheless written words are unsurpassed for getting across and explaining complex ideas or arguments. There is an additional factor insight that makes it excellent for advertising. The old saying, “A picture is worth a thousand words,” is correct. Think how long it takes to describe something as opposed to showing a picture of it. No matter how many words you use, some details will be left out that are visible at a glance. Thus sight can quickly and concisely show a customer what the advertiser wants them to see, be it a product or how buying the product can benefit them.
I. COMPREHENSION.
A. MATCH THE SUB-TITLES WITH THE PARAGRAPHS.
- Sight – Paragraph: ……………
- Taste – Paragraph: …………
- Sound – Paragraph: ……………
B. FIND WORDS THAT MEAN ALMOST THE SAME AS.
- Means or tool: …………………………
- Successfully: …………………
- Briefly: …………………………………
- Effects: ………………………
- Express: …………………………………
C. ARE THESE SENTENCES TRUE OR FALSE? JUSTIFY.
- Communication means only speech and pictures.
- All five forms of communication are equal in terms of effectiveness.
- Sound can be used successfully in different types of media.
D. ANSWER THESE QUESTIONS
- Why is it difficult to use taste in advertisements?
- What are the advantages of using sight in an advertisement?
- What does the writer mean by “ picture worth a thousand words”?
II. LANGUAGE
A. REWRITE THESE SENTENCES BEGINNING WITH THE WORDS GIVEN.
- . Sylvester Stallone is not only physically strong but also a great artistic talent.
- Not only ……………..
- We should do something about pollution.
- Something ………….
- I have to cycle to school 5km every day.
- I wish ……………..
- The exam is very difficult because I was often absent from school.
- If only ……………..
B. GIVE THE CORRECT FORM OF THE WORDS BETWEEN BRACKETS.
- The (negotiate) …………… between Palestine and Israel has not progressed.
- Tom always feels (sleep) …………… after a big lunch.
- Casablanca is one of the biggest (industry) …………………….. cities in Morocco.
C. FILL IN THE BLANKS WITH THE RIGHT PHRASAL VERBS FROM THE LIST.
Figure out – hand out – pick up – put off – hand in
- The teacher will……….The test to the students. Then when the students finish, they must………..their answer sheets.
- Mohamed is intelligent. I’m sure he will …………. English fast in the USA.
- This is a tough problem. I can’t………..it……………
D. JOIN THE FOLLOWING SENTENCES USING THE APPROPRIATE LINKING WORDS BETWEEN BRACKETS.
- I was ill. I went to school (in spite of)
- He is wearing a hat. He does not want people to know that he is bald or hairless (so that)
- I am going to study hard. I want to succeed and get my Baccalaureate (so as to)
- I will not talk to her again. She apologizes. (unless)
- I am going to play football. I am sick and tired (even if)
- She is going to take some sandwiches. She is hungry. (because)
- He speaks English fluently. He writes it perfectly as well (not only ……but also)
E. FILL IN THE BLANKS WITH THE RIGHT WORD FROM THE LIST
Which – whose – what – where – who – where – when – why
- She would like you to meet the young man ………… saved many lives in the bus accident.
- He wants you to talk to the child …………… life was saved after the earthquake.
- I can’t hear ……………. the teacher is saying. There is too much noise in class.
- Have you seen the picture …………….. my brother drew?
- School is ……. we agreed to meet, but we forgot to decide on the time ………. the meeting was going to take place.
- He talks about himself all the time. This is the reason ……… nobody likes him.
III. WRITING
Choose only ONE of the following topic sentences; then write enough supporting sentences and an appropriate
concluding sentence:
- My school is my second home ………………………..
- Pollution has many causes as well as consequences ……………..
- Learning a foreign language is very important ………………..
Key Answers to English Test Communication and Advertisement
I. COMPREHENSION.
A. MATCH THE SUB-TITLES WITH THE PARAGRAPHS.
- Sight – Paragraph: 3
- Taste – Paragraph: 1
- Sound – Paragraph: 2
B. FIND WORDS THAT MEAN ALMOST THE SAME AS.
- Means or tool: Channel
- Successfully: Effectively
- Briefly: Concisely
- Effects: Impact
- Express: Communicate
C. ARE THESE SENTENCES TRUE OR FALSE? JUSTIFY.
- False. “Thus communication uses all of the senses: smell, touch, taste, sound, and sight.”
- False. “However, not all five are equal. Smell, touch, and taste are of little use, but sound and sight are of great value and effectiveness.”
- True. “It can be used in a variety of media, from radio and television to the new technology of binding micro-sound chips in magazines to present 20-second sales messages.”
D. ANSWER THESE QUESTIONS.
- Because it requires the potential customer to come in actual physical contact with the product, and there are few products other than food for which taste is a major selling point.
- It allows for the effective use of both words and images, enables the presentation of complex ideas or arguments in a concise manner, and quickly shows customers what the advertiser wants them to see, be it a product or its benefits.
- The phrase “A picture is worth a thousand words” means that an image can convey a complex idea or message more effectively and efficiently than a large amount of written description.
II. LANGUAGE
A. REWRITE THESE SENTENCES BEGINNING WITH THE WORDS GIVEN.
- Not only is Sylvester Stallone physically strong, but he is also a great artistic talent.
- Something should be done about pollution.
- I wish I didn’t have to cycle 5km to school every day.
- If only I hadn’t been often absent from school.
- If only the exam hadn’t been very difficult.
B. GIVE THE CORRECT FORM OF THE WORDS BETWEEN BRACKETS.
- The negotiation between Palestine and Israel has not progressed.
- Tom always feels sleepy after a big lunch.
- Casablanca is one of the biggest industrial cities in Morocco.
C. FILL IN THE BLANKS WITH THE RIGHT PHRASAL VERBS FROM THE LIST.
- The teacher will hand out the test to the students. Then when the students finish, they must hand in their answer sheets.
- Mohamed is intelligent. I’m sure he will pick up English fast in the USA.
- This is a tough problem. I can’t figure it out.
D. JOIN THE FOLLOWING SENTENCES USING THE APPROPRIATE LINKING WORDS BETWEEN BRACKETS.
- I went to school in spite of BEING ILL.
- He is wearing a hat; so that people can’t know that he is bald or hairless.
- I am going to study hard so as to succeed and get my Baccalaureate.
- I will not talk to her again unless she apologizes.
- I am going to play football, even if I am sick and tired.
- She is going to take some sandwiches because she is hungry.
- He not only speaks English fluently but also writes it perfectly.
E. FILL IN THE BLANKS WITH THE RIGHT WORD FROM THE LIST.
- She would like you to meet the young man who saved many lives in the bus accident.
- He wants you to talk to the child whose life was saved after the earthquake.
- I can’t hear what the teacher is saying. There is too much noise in class.
- Have you seen the picture which my brother drew?
- School is where we agreed to meet, but we forgot to decide on the time when the meeting was going to take place.
- He talks about himself all the time. This is the reason why nobody likes him.
