Passage 1

Presenter: We’re fortunate to have as our guest today Dr Jenna Hudson, who has just written a book about how colours affect us in our surroundings, especially in the world of advertising. It’s called Market Colours. Dr Hudson, which are the most common colours in advertising and marketing? 
Dr Hudson :Well, of course, it depends what image the marketing team wish to project with [打算，计划] their products. So for example, we often think of blue as a cold colour, but it also makes you feel peaceful, quiet, and it doesn’t suggest strong emotions. So it’s a favourite for banks and insurance companies, who wish to suggest the image that they are trustworthy. And for selling products, it’s often used to suggest something is pure and fresh. 
Presenter: What about red? 
Dr Hudson: You can sell almost anything with red. It’s a hot colour, which suggests a feeling of energy and even passion. It grabs your attention, and can make people buy almost anything. You often see red on magazine covers. But if you use it too much, it looks cheap and may make people tired. And orange has a similar effect to red, it’s upbeat and happy, it suggests pleasant feelings and images. Most people react well to orange, and it’s especially popular in advertising and on packaging for baked food. 
Presenter: What about yellow, for instance? 
Dr Hudson: Yellow is the colour of sunshine and it’s a positive, happy colour, so it’s used a lot in advertising. But it’s also often used for warning signs, direction signs, and so on, where you have to read the message quickly and at a distance. 
Presenter: What about less popular colours for advertising? 
Dr Hudson: Surprisingly, green isn’t used much in advertising except for garden products. It’s friendly and restful. It can be cool and soothing, the colour of apples and mint, but it can also be quite strong and many people associate it with unpleasant ideas of decay or slimy creatures. But most colours are not primary colours, they’re a combination. Absolutely. So yellow-orange is common, and often used to give animpression of style and class, it looks like gold. But it’s not often used in letters because it’s not very strong. And yellow-green reminds people of feeling sick. Blue-green works well as a cool colour, suggesting freshness, and is sometimes used for toothpaste products, bathroom products, food and household cleaning products. It has many of the advantages of blue without the disadvantages of green. 
Presenter: Fascinating！Thank you very much, Dr Hudson. Market Colours by Dr Jenna Hudson is on sale from next week, priced ￡15.99 …

Answers

1. Answers:

1(a) 2(c)

3. 

	Blue	Red	Orange	Yellow	Green	Yellow- orange	Yellow- green	Blue- green
1 cheap		∨
2 cold	∨
3 cool, fresh								∨
4 cool, soothing					∨
5 energetic		∨
6 friendly, restful					∨
7 hot		∨
8 passionate		∨
9 peaceful, quiet	∨
10 pleasant			∨
11 pure, fresh	∨
12 sick							∨
13 trustworthy	∨
14 upbeat, happy			∨
15 positive, happy				∨
16 stylish						∨

 

5. Answers:

(1) blue
(2) yellow
(3) green
(4) blue-green
(5) red
(6) orange
(7) blue-green
(8) yellow

8.Answers:

	Sally	Jake	Andrew	Monica
1. depressed		g
2. upset	f
3. cheerful			d
4. nervous				c
5. proud				e
6. angry		b
7. embarrassed	a

9.Answers:

1. She feels very embarrassed.
2. She can’t bear people who are cruel, esp. to animals or children.
3. He doesn’t like them because they think they are superior without any reason.
4. People who don’t behave properly in public make him angry.
5. He likes people around him to be happy and to have a positive attitude toward future.
6. He says he never feels jealous.
7. When she is successful and when she is recognized by her boss for what she can do.
8. She doesn’t know what the kids are going to be like or how they may behave.