Question

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.
【小题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

【小题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.

【小题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

【小题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

Answer 1

【小题1】D
【小题2】A
【小题3】D
【小题4】C

解析【小题1】主旨大意题。这句话可直译为：将钱花在广告上是我所知道的好的花钱方式之一。意为：将钱花在广告上好或很值(worthwhile)。
　　该句的非比较级形式为：Money spent on advertising is money spent well.在该句中，any指任何一种好的花钱方式(any money spent well)；know of意为：知道，所了解到的。其实，该句所陈述的内容不仅是第一段的主题思想，也是全文旨在说明的问题。在第一段的其他部分，作者就列举了合理的广告带来的诸多方面的益处。
　　A意为：他对广告的价格了如指掌。这显然不对。
　　B意为：众人皆知做广告很费钱(money consuming)，即：做广告很贵。
　　C意为：像做其他事一样，做广告要花钱。
【小题2】细节题。
A意为：获得更大知名度。这是原文所未提到的。原文第一段历数了广告所带来的诸多益处。它直接有助于产品以合理价格迅速销出(distribution)，在稳定国内市场(home market)的同时，使产品能以有竞争力(competitive)的价格出口进入国际市场；它给人以新的消费观，从而大大地提高人们的生活标准；它增加了市场需求(demand)，扩大了劳动力(labour)市场，有效地扩大了就业。它使许多公共事业的服务价格低廉，因为，这些服务都可以利用登广告所嫌的钱补贴其经营费用，这使得它们可以降低价格。
　　B与原文内容相符。
　　C意为：提高生活标准。与原文内容相符。
　　D与原文内容相符。
【小题3】作者态度题。文章第四段和第五段讨论了一个反对广告的著名电视工作者(television personality)的看法。他反对广告的理由是：广告是劝诱性的(persuade)，而不是客观地提供信息(inform)，但是，作者认为：作这种区别有些过于细微了(excessively fine)，广告当然要劝诱人们。即使在很小的方面，也很难做到只局限于(confine... to)客观地提供信息，而且，那样的话，广告就失去了吸引力，没人会注意它。由此可见，在作者看来，广告的这两方面很难严格地区别开来，二者是有机地结合在一起的，不能顾此失彼。
　　A意为：准确地表达了他对广告的评价。这里，pass意为：表述，表达，提出。
　　B意为：只关心消费者的注意力。这里，nothing but意为：只有，除……之外都不。
　　C意为：区分劝诱与信息提供是有道理的。这里，tell the difference意为：区分，区别。
【小题4】推断题。作者认为，毫无疑问，广告会劝诱消费者。它不仅是这样，而且应该是这样，否则，广告便失去了吸引力而没人看了。
　　A是不对的。正如第三段所指出的，广告给社会(community)带来的物质利益(material benefit)比其他形式都大。
　　B意为：广告应给人以新的（消费）观念，而不在于说服人。这里，win over意为：说服，争取；rather than意为：而不是。可见，所表达的内容与原文中作者表达的观点相反。
　　D意为：消费者不关心广告所提供的信息。这与作者的观点也不同，作者仅是说：广告不能仅局限于提供客观信息，否则，就无法吸引消费者。参阅第53题题解。