Advertising in Britain - Test 2

C2 Proficiency · Open Cloze · Proficiency Testbuilder, 4th Edition, Mark Harrison, Macmillan

For questions 1–8, read the text below and think of the word which best fits each space. Use only one word in each space.

What does (0) ___ say about a nation that when a national newspaper recently set (9) ___ to establish the best television adverts of all time, as (10) ___ as 10,000 people responded? The answer lies (11) ___ the fact that the British have developed an intense admiration for a genre that has developed into an art form in its (12) ___ right. In 1955, when Gibbs SR toothpaste broadcast the first TV commercial, it was inconceivable that ads would ever end (13) ___ being considered as sophisticated and innovative as the programmes surrounding (14) ___ . Yet by 1978, the author Jonathan Price was able to declare: 'Financially, commercials represent the pinnacle of our popular culture's artistic expression. More money and thought per second goes into (15) ___ making and more cash flows from their impact than (16) ___ the case for any movie, opera, stage play, painting or videotape.'

Advertising in Britain

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