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 time	D．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

A new reading tool was put on the market this week for the two-to five-year-old set. It is sold for at least $389, an expensive purchase for a kid – and that doesn’t even include a $99 annual subscription (订阅) fee for games, e-books, and age-appropriate software.

That might be fine for parents willing and able to pay thousands for private nursery schools, but will the tool actually help kids learn language and reading skills more effectively than traditional books?

Probably not, said Dr. Michael Rich, director of the Center for Media and Child Health at Children’s Hospital Boston. “There is a sensory components (感官因素) to books that isn’t there with e-books,” he explained. “You can smell it, turn the pages, and taste it, as young kids are likely to do.”

That might help little ones become more familiar with the books, helping them learn from them, but far more important is whether a person is actually sitting with them while they’re looking at the pages.

Researchers have shown time and again that kids learn better when they’re having interaction (互动) with real people, rather than electronic voices reading to them from a computer or speaking to them from the TV.

A Georgetown University study found that kids who learned to put on gloves from watching a video took six times as long to learn the process as those who watched it shown by an adult standing in front of them.

“I’m a big believer in teaching kids to live in the digital society and use what the rest of the family uses, but they do need to be supervised,” said Dr. Gwenn O’Keeffe, a Boston-based children’s doctor and spokesperson for the American Academy of Pediatrics. “We don’t recommend that young kids use any type of technology for very long since they have the attention span (注意力持续时间) of a butterfly.”

1.According to the text, the new tool        .

A．is mainly used to entertain kids

B．can be accepted by most families

C．is designed for preschool kids

D．can download games for free

2.Why is Dr. Michael Rich against the new tool?

A．Because it doesn’t really involve many of the senses.

B．Because it does great harm to kids’ eyesight.

C．Because kids can’t communicate with it.

D．Because traditional books are cheaper.

3.The study mentioned in Paragraph 6 aims to        .

A．show the disadvantage of kids’ watching videos

B．prove the importance of interaction with people

C．ask parents to teach their kids to learn

D．prove using e-books saves much time

4.The underlined word “supervised” in the last paragraph can be replaced by “     ”.

A．punished

B．watched

C．encouraged

D．understood

5.What is the author’s purpose in writing the text?

A．To introduce a new electronic device.

B．To teach kids how to live in a digital world.

C．To show parents how to help kids gain knowledge.

D．To throw new light on kids’ use of electronic tools.

 

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.

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

2.The writer develops the third paragraph mainly        .

A. by cause and effect(因果)           B. by order in space

C. by order in time                   D. by examples

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

 

A new reading tool was put on the market this week for the two-to five-year-old set. It is sold for at least $389, an expensive purchase for a kid – and that doesn’t even include a $99 annual subscription (订阅) fee for games, e-books, and age-appropriate software.
That might be fine for parents willing and able to pay thousands for private nursery schools, but will the tool actually help kids learn language and reading skills more effectively than traditional books?
Probably not, said Dr. Michael Rich, director of the Center for Media and Child Health at Children’s Hospital Boston. “There is a sensory components (感官因素) to books that isn’t there with e-books,” he explained. “You can smell it, turn the pages, and taste it, as young kids are likely to do.”
That might help little ones become more familiar with the books, helping them learn from them, but far more important is whether a person is actually sitting with them while they’re looking at the pages.
Researchers have shown time and again that kids learn better when they’re having interaction (互动) with real people, rather than electronic voices reading to them from a computer or speaking to them from the TV.
A Georgetown University study found that kids who learned to put on gloves from watching a video took six times as long to learn the process as those who watched it shown by an adult standing in front of them.
“I’m a big believer in teaching kids to live in the digital society and use what the rest of the family uses, but they do need to be supervised,” said Dr. Gwenn O’Keeffe, a Boston-based children’s doctor and spokesperson for the American Academy of Pediatrics. “We don’t recommend that young kids use any type of technology for very long since they have the attention span (注意力持续时间) of a butterfly.”
【小题1】According to the text, the new tool        .

A．is mainly used to entertain kids

B．can be accepted by most families

C．is designed for preschool kids

D．can download games for free

【小题2】Why is Dr. Michael Rich against the new tool?

A．Because it doesn’t really involve many of the senses.

B．Because it does great harm to kids’ eyesight.

C．Because kids can’t communicate with it.

D．Because traditional books are cheaper.

【小题3】The study mentioned in Paragraph 6 aims to        .

A．show the disadvantage of kids’ watching videos

B．prove the importance of interaction with people

C．ask parents to teach their kids to learn

D．prove using e-books saves much time

【小题4】The underlined word “supervised” in the last paragraph can be replaced by “     ”.

A．punished

B．watched

C．encouraged

D．understood

【小题5】What is the author’s purpose in writing the text?

A．To introduce a new electronic device.

B．To teach kids how to live in a digital world.

C．To show parents how to help kids gain knowledge.

D．To throw new light on kids’ use of electronic tools.