单选题 A few years ago, in their search for ways to sell more goods, advertising men hit on a new and controversial gimmick. It is a silent, invisible commercial that, the ad men claim, can be rushed past the consumer's conscious mind and planted in his subconscious -and without the consumer's knowledge.
Developed by James Vicary, a research man who studies what makes people buy, this technique relies on the psychological principle of subliminal perception. Scientists tell us that many of the sights coming to or eyes are not consciously "seen. "We select only a few for conscious" seeing" and ignore the rest. Actually the discarded impressions are recorded in the brain though they are below the threshold of consciousness.
There's little doubt in Vicary's mind as to the subliminal ad's effectiveness. His proof can be summed up in just two words: sales increase.
In an unidentified movie house not so long ago, unknown audiences saw a curious film program. At the same time, on the same screen on which the film hero was courting the heroine a subliminal projector was flashing its invisible commercials.
"Get popcorn," ordered the commercial for a reported one three-thousandths of a second every five seconds. It announced" Coca-Cola" at the same speed and frequency to other audiences. At the end of a six weeks trial, popcorn sales had gone up 57 percent, Coke sales 18 percent.
Experimental Films. Inc, says the technique is not new. It began research on subliminal perception in 1954. Experimental Films stresses that its equipment was designed for helping problematic students and treating the mentally ill. At NYU two doctors showed twenty women the projected image of an expressionless face. They told the subjects to watch the face for some change of expression. Then they flashed the word angry on the screen at subliminal speeds. Now the women thought the face looked unpleasant. When the word happy was flashed on the screen instead, the subjects thought the woman's facial expression looked much more pleasant.
Subliminal techniques, its promoters believe, are good for more than selling popcorn. Perhaps the process can even be used to sell political candidates, by leaving a favorable impression of the candidate in the minds of the electorates subliminally.
How convincing are these invisible commercials? Skeptical psychologists answer that they aren't anywhere near as effective as the ad men would like to think they are. Nothing has been proven yet scientifically, says a prominent research man.

单选题 The word "gimmick" underlined in Paragraph 1 is closest in meaning to ______.

单选题 Subliminal perception is when one ______.

【正确答案】 D

【答案解析】[解析] 根据文中第一段的内容“It is a silent，invisible commercial that，the ad men claim, can be rushed past the consumer's conscious mind and planted in his subconscious—and with-out the consumer's knowledge．”可知，阈下知觉是指无意识情况下被记录在大脑中的图像。故选D。A项“有一个好的理由尝试去买”，B项“回想到过去的一些事件和活动时”，C项“享受在脑中看到的一些影像”，这三项都不符合文意和题意。

单选题 The word "consciously" underlined in Paragraph 2 is closest in meaning to ______.

单选题 To advertising sponsors, the true test of subliminal projection is whether it ______.

【正确答案】 C

【答案解析】[解析] 根据第三段内容“There's little doubt in Vicary's mind as to the subliminal ad's effectiveness．His proof can be summed up in just two words：sales increase．”可知，对于广告赞助商来说，检验阈下投影是否有效的标准就是看它是不是提高了宣传商品的销售额，所以C符合题意。A项“花的钱是否值得”，B项“呼吁制造一种精神印象”，D项“在观众中引起愤怒”，这三项都不是广告赞助商要追求的目的，为了多销自己的商品才是目的。

单选题 The word "threshold" underlined in Paragraph 2 is closest in meaning to ______.

单选题 Subliminal ads are invisible because they are shown very ______.

单选题 Subliminal techniques have NOT been used for ______.

【正确答案】 D

【答案解析】[解析] 根据文中第七段的“Perhaps the process can even be used to sell political candidates, by leaving a favorable impression of the candidate in the minds of the electorates subliminally．也许通过在选民的潜意识里留下好印象，这一过程甚至可以用于为政治候选人做宣传。”可知，阈下知觉在政治选举中应用只是一种推测，并未付诸实践，所以D符合题意。A项“促销”，这在电影院中爆米花和可口可乐的例子中可以证实；B项“制作商业广告”，爆米花和可口可乐的例子就是制作商业广告的例子；C项“治疗精神病”，这在文中倒数第三段也有提到，只有D符合题意。

单选题 The word "it" underlined in Paragraph 6 refers to ______.

单选题 Some psychologists seem to believe that subliminal projection ______.

【正确答案】 B

【答案解析】[解析] 根据文中最后一段内容“Skeptical psychologists answer that they aren't anywhere near as effective as the ad men would like to think they are．Nothing has been proven yet scientifically，says a prominent research man．持怀疑态度的心理学家回答表示这类广告远不如广告人想的那么有效。一位著名研究员表示目前这种技术还没得到任何科学的验证。”可知，B符合题意。 A项“需要小心利用”，C项“对顾客有利”，D项“引发一种精神混乱”，这三项和文中最后一段内容不符。