For a wrong word, underline
the wrong word and write the correct one in the blank provided at
the end of the line. For a missing word,
mark the position of the missing word with a "∧" sign and
write the word
you believe to be missing in the blank
provided at the end of the lihe. For an unnecessary word,
cross the unnecessary word with a slash "—" and put the word in the
blank
provided at the end of the line.
One of the strangest things about dispute over
advertising is that the greater the fuss the much of a mystery the
industry itself seems to become. Advertising is a passionate area. It
seems to affect those who attack it and those who defend it in remarkable
similar ways. Before long both are
(1) ______ exhibiting the same compulsive urge to overstate
their case to that it is difficult to believe that the critics and the
defenders of advertising are even arguing for the same thing. But just
(2) ______ as it seemed sensible for
us to regard advertising without go
(3) ______ to either extreme, so it also seemed logical to try and find
as cold-bloodedly as if we could, what advertising in the Britain
(4) ______ of the sixties really
was. We knew that they consumed around $950 million a
(5)
______ year, or roughly 2 percent of the national income. We knew that it
employed something over 200,000 individuals, the majority of which were paid
salaries considerably above the
(6) ______ national average. And we knew that it was supposedly run
in accordance certain rather vague and often complex rules and
(7) ______ professional orders.
Therefore once we tried finding out exactly what all this
(8) ______ money went on, what these highly
paid individuals did for it (and with it), and how the rules and orders
influenced them, a curious thing happened. This strange animal called
advertising, so disliked by its supporters and so beloved by its
(9)
______ defenders, began to disappear. In its place were advertising men
and advertising agencies—all working in different ways and to different rules
and all showed quite startling differences (10)
______ of competence, taste and effectiveness.