20 câu trắc nghiệm Tiếng Anh 12 Unit 7. The world of mass media - Reading - Global Success có đáp án

Questions 1-10. Read the text carefully then answer the following questions.

As late as the early 1800s, newspapers were still quite expensive to print. Although daily papers had become more common and gave merchants up-to-date, vital trading information, most were priced at about 6 cents a copy - well above what artisans and other working-class citizens could afford. As such, newspaper readership was limited to the elite.

All that changed in September 1833 when Benjamin Day created The Sun. Printed on small, letter-sized pages, The Sun sold for just a penny, with the Industrial Revolution in full swing, Day employed the new steam-driven, two-cylinder press to print The Sun. While the old printing press was capable of printing approximately 125 papers per hour, this technologically improved version printed approximately 18,000 copies per hour. As he reached out to new readers, Day knew that he wanted to alter the way news was presented. He printed the paper’s motto at the top of every front page of The Sun: “The object of this paper is to lay before the public, at a price within the means of every one, all the news of the day, and at the same time offer an advantageous medium for advertisements (Starr, 2004).”

The Sun sought out stories that would appeal to the new mainstream consumer. As such, the paper primarily published human-interest stories and police reports. Additionally, Day left ample room for advertisements. Day’s adoption of this new format and industrialised method of printing was a huge success. The Sun became the first paper to be printed by what became known as the penny press. Prior to the emergence of the penny press, the most popular paper, New York City’s Courier and Enquirer, had sold 4,500 copies per day. By 1835, The Sun sold 15,000 copies per day.

Another early successful penny paper was James Gordon Bennett’s New York Morning Herald, which was first published in 1835. Bennett made his mark on the publishing industry by offering nonpartisan political reporting. He also introduced more aggressive methods for gathering news, hiring both interviewers and foreign correspondents. His paper was the first to send a reporter to a crime scene to witness an investigation. In the 1860s, Bennett hired 63 war reporters to cover the U.S. civil War. Although The Herald initially emphasised sensational news, it later became one of the country’s most respected papers for its accurate reporting.

Questions 11-20. Read the text carefully then decide each statement is True or False.

The very first large-format billboard (or more accurately a giant poster) was introduced by Jared Bell in 1835. Years later, more and more businesses began to utilise outdoor spaces for advertising. As billboards became popular, many billboard associations were established to regulate the standards of billboard advertising.

In the 20th century, billboard advertising had become one of the most preferred promotion methods as more highways and roads were built. By showing advertisements to drivers and road users, billboards have a much greater reach and can help businesses to boost their brand awareness effectively.

Today, billboards own the biggest share in the outdoor advertising market. While billboards are mostly used for commercial applications, they can also be used in relaying messages such as public service announcements, government information, and personal opinion.

In the early 21st century, billboard advertising was constantly challenged by other forms of advertising. Thanks to the invention of better televisions such as Plasma TV and LCD TV, TV managed to invite some people to spend more time at home. TVs with better screen resolutions have also set a very high standard of viewing experience.

Besides, the invention of smartphones also led to the era of online and social media. With so much interesting content, why do consumers bother to look at the static and boring billboard content?

Billboards must evolve and go digital to retain people’s attention. Digital billboards are made possible due to advanced display technology. While the earliest form of digital billboard was only equipped with a low screen resolution, advertisers quickly realised that it was a successful breakthrough. Why would anyone not want to pay attention to a giant outdoor digital screen?

In addition to solving all the challenges that traditional billboards faced previously, a digital billboard can offer many extra benefits to businesses. Tracking impressions and measuring performance are easier now. Advertising cost is more affordable as printing and labour costs are eliminated. Besides, instead of buying the whole ad space 24/7, businesses can now choose to buy their preferred time slots.