Reading passages

many like it. Another class of distraction 
techniques is the extensive use of creative license 
in 
the 
layout 
and 
presentation 
of 
an 
advertisement. For a print ad in a magazine or 
newspaper examples of such 'artsy' techniques 
would include pictures of attractive models or 
unique objects that command attention, reverse 
white-on-black print, strange layouts that confuse 
the reader, and typefaces that are difficult to read. 
For television, "artsy' could mean a commercial 
with many short scene changes (similar to an 
MTV video), the use of strange camera angles, the 
playing of fast, rhythmic music in the background 
and the inclusion of offbeat characters and 
yelling, screaming spokespersons. All of these 
techniques can serve to provide a mild distraction 
and thus prevent counter-arguing. The trick for 

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95 
the advertiser is to provide just enough of a 
distraction to disrupt counter-arguing but not so 
much that it eliminates the reception of the 
message.
136- According to the writer, to be successful, an 
advertiser ................. .
A) has to use rhythmic music, unusual characters, 
strange camera angles and many scene changes 
B) should use creative license extensively and 
include pictures of attractive models 
C) needs to be able to confuse the reader and even 
make things impossible to read 
D) ought to know 'artsy" techniques which can be 
found on MTV videos 
E) must get the message over, but at the same time 
take attention away from things we could dispute