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Money spent on advertising is money spent as well as any I know of. It selves directly to bring about a rapid sale of goods at reasonable prices, so setting up a firm home market and so making it possible to provide for export at good prices. By drawing attention to new ideas it helps greatly to raise standards of living. By helping to increase demand it causes an increased need for labor, and is therefore a nice way to fight unemployment. It lowers the costs of many services: without advertisements your daily newspaper would cost four times as much, the price of your television program would need to be doubled, and travel by bus or subway would cost more.
And perhaps most important of all, advertising provides a promise of reasonable value in the products and services you buy. Besides the fact that twenty-seven Acts of Parliament govern the terms of advertising, no regular advertiser dare promote a product that fails to live up to the promise of his advertisements. He might fool some people for a little while through misleading advertising. He will not do so for long, for the public has the good sense not to buy the poor article more than once. If you see an article frequently advertised, it is the proof I know that the article does what is promised for it, and that it has good value.
Advertising does more for the good of the public than any other force I can think of.
There is one more point I feel I ought to touch on. Recently I heard a well-known television person declare that he was against advertising because it persuades rather than informs. He was telling us the real difference. Of course advertising tries to persuade.
If its message were nothing but information, that would be difficult to get more people to buy, for even a detail such as the choice of the color of a shirt is a bit persuasive-advertising would be so boring that no one would pay any attention. But perhaps that is what the well-known television person wants.
小題1:By the first sentence of the passage the writer means that     .
A.he is fairly familiar with the cost of advertising
B.everybody knows well that advertising is a waste of money
C.advertising costs more money than everything else
D.money spent on advertising is worth while
小題2:In the passage, which of the following is NOT included in the advantages of advertising?
A.Getting greater fame.B.Providing more jobs.
C.Raising living standards.D.Reducing newspaper cost.
小題3:The author thinks that the well-known TV person is         .
A.quite right in passing his judgment on advertising
B.interested in nothing but the buyer’s attention
C.correct in telling the difference between persuasion and information
D.obviously unfair in his views on advertising
小題4:In the author’ opinion    .
A.advertising can seldom bring material benefit to man by providing information
B.advertising informs people of new ideas rather than wins them over
C.there is nothing wrong with advertising in persuading the buyer
D.the buyer is not interested in getting information from an advertisement

小題1:D
小題2:A
小題3:D
小題4:C

小題1:主旨大意題。這句話可直譯為:將錢花在廣告上是我所知道的好的花錢方式之一。意為:將錢花在廣告上好或很值(worthwhile)。
  該句的非比較級形式為:Money spent on advertising is money spent well.在該句中,any指任何一種好的花錢方式(any money spent well);know of意為:知道,所了解到的。其實,該句所陳述的內容不僅是第一段的主題思想,也是全文旨在說明的問題。在第一段的其他部分,作者就列舉了合理的廣告帶來的諸多方面的益處。
  A意為:他對廣告的價格了如指掌。這顯然不對。
  B意為:眾人皆知做廣告很費錢(money consuming),即:做廣告很貴。
  C意為:像做其他事一樣,做廣告要花錢。
小題2:細節(jié)題。
A意為:獲得更大知名度。這是原文所未提到的。原文第一段歷數了廣告所帶來的諸多益處。它直接有助于產品以合理價格迅速銷出(distribution),在穩(wěn)定國內市場(home market)的同時,使產品能以有競爭力(competitive)的價格出口進入國際市場;它給人以新的消費觀,從而大大地提高人們的生活標準;它增加了市場需求(demand),擴大了勞動力(labour)市場,有效地擴大了就業(yè)。它使許多公共事業(yè)的服務價格低廉,因為,這些服務都可以利用登廣告所嫌的錢補貼其經營費用,這使得它們可以降低價格。
  B與原文內容相符。
  C意為:提高生活標準。與原文內容相符。
  D與原文內容相符。
小題3:作者態(tài)度題。文章第四段和第五段討論了一個反對廣告的著名電視工作者(television personality)的看法。他反對廣告的理由是:廣告是勸誘性的(persuade),而不是客觀地提供信息(inform),但是,作者認為:作這種區(qū)別有些過于細微了(excessively fine),廣告當然要勸誘人們。即使在很小的方面,也很難做到只局限于(confine... to)客觀地提供信息,而且,那樣的話,廣告就失去了吸引力,沒人會注意它。由此可見,在作者看來,廣告的這兩方面很難嚴格地區(qū)別開來,二者是有機地結合在一起的,不能顧此失彼。
  A意為:準確地表達了他對廣告的評價。這里,pass意為:表述,表達,提出。
  B意為:只關心消費者的注意力。這里,nothing but意為:只有,除……之外都不。
  C意為:區(qū)分勸誘與信息提供是有道理的。這里,tell the difference意為:區(qū)分,區(qū)別。
小題4:推斷題。作者認為,毫無疑問,廣告會勸誘消費者。它不僅是這樣,而且應該是這樣,否則,廣告便失去了吸引力而沒人看了。
  A是不對的。正如第三段所指出的,廣告給社會(community)帶來的物質利益(material benefit)比其他形式都大。
  B意為:廣告應給人以新的(消費)觀念,而不在于說服人。這里,win over意為:說服,爭取;rather than意為:而不是?梢姡磉_的內容與原文中作者表達的觀點相反。
  D意為:消費者不關心廣告所提供的信息。這與作者的觀點也不同,作者僅是說:廣告不能僅局限于提供客觀信息,否則,就無法吸引消費者。參閱第53題題解。
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A.Spring.
B.I Dream of Spring.
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D.Spring Will be a Little Late This Year.
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