题目内容：

请认真阅读下列短文，并根据所读内容在文章后表格里填入一个最恰当的单词。注意：每个空格只填1个单词。请将答案写在答题卡上相应题号的横线上。

Many of the most memorable ad campaigns nowadays tend to be funny. Advertisers use this strategy to attract customers to their products. Audiences like to be entertained not forced. People will pay more attention to a humorous commercial than a factual serious one opening themselves up to be influenced. The key to funny advertising is assuring the humor is appropriate to both the product and customers. The balance between being funny and being obnoxious can often be delicate, and a marketer must be certain the positive effects outweigh the negative before an advertisement can be introduced.

The best products to sell using humor tend to be those that consumers think the least about. Products that are relatively inexpensive and often consumable can be represented without providing a lot of facts, and that's where there's room for humor. Candy, too, food, and exertainment-related products such as toys have got the most benefits from humor in their campaigns, One of the most important things to keep in mind is relevance to the product.

Another point to consider when using humor in advertising is that different things are funny to different people. A commercial that may make one person burst into laughter may leave a bad taste in another's mouth. The target market must always be considered, what's funny in a client presentation may not be funny on an airplane, at a country club or in hospital.

Humor in advertising tends to improve brand recognition but does not improve product recall message credibility, or buying intentions. In other words, consumers may be familiar with a good feeling towards the product, but their purchasing decisions will probably not be affected. One of the major keys to a successful humorous campaign is variety. Once a commercial start to wear out, it’s impossible to save ii without some variation on the concept Humorous campaigns are often expensive because they have to be constantly changed. Advertisers must remember that while making customers laugh, they have to keep thing interesting because old jokes die along with their products.

Humor in advertising
Funny advertising	•Humor in advertising can draw consumer's attention, and help them to 1. an advertisement easily. •Humor in advertising should be well suited to the product and consumers. •A commercial should find the delicate 2.between being funny and being obnoxious, and make sure its positive effects top its 3.
Products	• Humor best 4. for the products which are often 5., consumable and common. • Humor can be 6. in the commercial when it's 7.to represent the products with plenty of facts. •In an ad, humor should be 8. to the products.
Factors	• Humor used in advertising should fit in with the target market. • Humorous advertising should show its 9. .
Influence	The brand can be 10. by many people but it doesn't necessarily have an effect on consumers purchasing desire.