Directions: In this part, there is a short passage with five questions. Read the passage carefully. Then answer the questions. Write your answers on the answer sheet.

Despite the fact that advertisers spend $44 billion on the major television networks and cable TV advertising, a new study shows that consumers consider print ads more entertaining and less offensive than television commercials. The study, conducted by Video Storyboard Tests in New York, showed that more consumers consider price ads “artistic” and “enjoyable” .

The 2, 000 consumers surveyed blasted TV ads compared to their print counterparts: 34 percent of respondents thought print ads were artistic, compared with 15 percent for television ads; 35 percent thought print ads were enjoyable, compared to 13 percent for television; a most surprising, 33 percent of consumers felt print ads were entertaining, compared to only 18 percent for TV ads. Much of the artistic impact and positive reaction to paint ads comes from the illustrations used. The illustration is primary in creating the mood for a print ad, which ultimately affects consumers’ feelings about the image of a brand. While the study’ s sponsors were surprised by survey results, some industry executives were finally getting the credit they deserve. Richard Kirshenbaum, chair and chief creative officer of Kirshenbaum, Bond & Partners, a New York advertising and public relations firm, is one such believer. In fact, Kirshenbaum says that when to hire a new person for a creative position in his agency, “I always look at the print book first because I think it is harder to come up with a great idea on a single piece of paper. ” But as impressed as consumers say they are by the aesthetics and style of print ads, television executives (as you might expect) dismiss the findings. One network official said, “Nothing will replace the reach and magnitude of an elaborately produced television spot TV ads get talked about. Print ads don’ t. ”

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