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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’（顾客） 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(互动) 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.
    【小题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
    【小题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
    【小题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


    【小题1】C
    【小题1】D
    【小题1】D

    解析

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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’(顾客)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．

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    　　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．

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