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．a(chǎn)dvertising 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．a(chǎn)dvertising can seldom bring material benefit to man by providing information
B．a(chǎn)dvertising 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

解析【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(jí)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(shí)，該句所陳述的內(nèi)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(duì)廣告的價(jià)格了如指掌。這顯然不對(duì)。
　　B意為：眾人皆知做廣告很費(fèi)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(xì)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(shù)了廣告所帶來的諸多益處。它直接有助于產(chǎn)品以合理價(jià)格迅速銷出(distribution)，在穩(wěn)定國內(nèi)市場(chǎng)(home market)的同時(shí)，使產(chǎn)品能以有競(jìng)爭(zhēng)力(competitive)的價(jià)格出口進(jìn)入國際市場(chǎng)；它給人以新的消費(fèi)觀，從而大大地提高人們的生活標(biāo)準(zhǔn)；它增加了市場(chǎng)需求(demand)，擴(kuò)大了勞動(dòng)力(labour)市場(chǎng)，有效地?cái)U(kuò)大了就業(yè)。它使許多公共事業(yè)的服務(wù)價(jià)格低廉，因?yàn)�，這些服務(wù)都可以利用登廣告所嫌的錢補(bǔ)貼其經(jīng)營(yíng)費(fèi)用，這使得它們可以降低價(jià)格。
　　B與原文內(nèi)容相符。
　　C意為：提高生活標(biāo)準(zhǔn)。與原文內(nèi)容相符。
　　D與原文內(nèi)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(gè)反對(duì)廣告的著名電視工作者(television personality)的看法。他反對(duì)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(rèn)為：作這種區(qū)別有些過于細(xì)微了(excessively fine)，廣告當(dāng)然要?jiǎng)裾T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(huì)注意它。由此可見，在作者看來，廣告的這兩方面很難嚴(yán)格地區(qū)別開來，二者是有機(jī)地結(jié)合在一起的，不能顧此失彼。
　　A意為：準(zhǔn)確地表達(dá)了他對(duì)廣告的評(píng)價(jià)。這里，pass意為：表述，表達(dá)，提出。
　　B意為：只關(guān)心消費(fèi)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(rèn)為，毫無疑問，廣告會(huì)勸誘消費(fèi)者。它不僅是這樣，而且應(yīng)該是這樣，否則，廣告便失去了吸引力而沒人看了。
　　A是不對(duì)的。正如第三段所指出的，廣告給社會(huì)(community)帶來的物質(zhì)利益(material benefit)比其他形式都大。
　　B意為：廣告應(yīng)給人以新的（消費(fèi)）觀念，而不在于說服人。這里，win over意為：說服，爭(zhēng)�。籸ather than意為：而不是�？梢姡磉_(dá)的內(nèi)容與原文中作者表達(dá)的觀點(diǎn)相反。
　　D意為：消費(fèi)者不關(guān)心廣告所提供的信息。這與作者的觀點(diǎn)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(fèi)者。參閱第53題題解。

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