Advertisers tend to think big and perhaps this is why they’re always coming in for criticism(批评).Their critics seem to hate or resent them because they have a gift for self-promotion and because they have so much money to throw around.“It’s unfair,” they say, “that this entirely unproductive industry(if we can call it that)should absorb millions of pounds each year.It only goes to show how much profit the big companies are making.Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…”
The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products.It is exactly because of the heavy advertising that consumer goods are so cheap.But we get the wrong idea if we think the only purpose of advertising is to sell goods.Another equally important function is to inform.A great deal of the knowledge we have about household goods comes largely from the advertisements we read.Advertisements introduce us to new products or remind us of the existence of ones we already know about.Supposing you wanted to buy a washing machine, it is more likely that you would obtain details about performance, price, etc., from an advertisement.
Lots of people pretend that they never read advertisements, but this claim may be seriously doubted.It is hardly possible not to read advertisements these days.And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements.Would you enjoy gazing at a blank wall or reading railway regulations while waiting for a train? Would you like to read only closely-printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a dull wall or a newspaper full of the daily amount of great disasters.
We must not forget, either, that advertising makes a positive contribution to our pockets.Newspapers, commercial radio and television companies could not survive without this source of income.The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers.Just think what a newspaper would cost if we had to pay its full price!
Another thing we mustn’t forget is the “small ads”, which are actually in every newspaper and magazine.What an extremely useful service they perform for the community! Just about anything can be accomplished through these columns! For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the “hatch, match and dispatch” column but so far the most fascinating section is the personal or “agony” column(读者来信专栏).No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature.It’s the best advertisement for advertising there is!
(1)
What is the main idea of this passage?
[ ]
A.
The costs of advertisement.
B.
Advertisers tend to think big.
C.
The benefits of advertisement.
D.
Advertisements perform a useful service to communities.
(2)
Why do the critics criticize advertisers?
[ ]
A.
Because customers are poor.
B.
Because critics think advertisement is a waste of money.
C.
Because advertisers promote products with too much money.
D.
Because customers are encouraged to buy more than necessary.
(3)
Which of the following is Not true?
[ ]
A.
Advertisement makes our life colorful.
B.
Newspapers are worth more than we pay.
C.
Good quality products don’t need to be advertised.
D.
Advertisement makes contribution to our pockets and we may know everything.
(4)
In what way does the writer try to support his view?
Below is a page adapted from an English dictionary.
stick
verb(stuck, stuck)
push sth in
[+adv./prep.] to push sth, usually a sharp object, into sth; to be pushed into sth:[VN] The nurse stuck the needle into my arm.◆ Don't stick your fingers through the bars of the cage.◆ [V] I found a nail sticking in the tyre.
attach
[+adv./prep.] to fix sth to sth else, usually with a sticky substance; to become fixed to sth in this way:[VN] He stuck a stamp on the envelope.◆ We used glue to stick the broken pieces together.◆ I stuck the photos into an album.◆ [V] Her wet clothes were sticking to her body.◆ The glue's useless-the pieces just won't stick.
put
[VN +adv./prep.](informal)to put sth in a place, especially quickly or carelessly:Stick your bags down there.◆ He stuck his hands in his pockets and strolled off.◆ Can you stick this on the noticeboard? ◆ Peter stuck his head around the door and said, 'Coffee, anyone?' ◆(spoken)Stick 'em up!(=put your hands above your head-I have a gun)
become fixed
[V]~(in sth)to become fixed in one position and impossible to move:The key has stuck in the lock.◆ This drawer keeps sticking.
difficult situation
(BrE, informal)(usually used in negative sentences and questions)to accept a difficult or unpleasant situation or person:[VN] I don't know how you stick that job.◆ They're always arguing-I can't stick it any longer.◆ The problem is, my mother can't stick my boyfriend.◆ [V -ing] John can't stick living with his parents.
become accepted
[V] to become accepted:The police couldn't make the charges stick(=show them to be true).◆ His friends called him Bart and the name has stuck(=has become the name that everyone calls him).
[V] to not take any more cards
Idioms:stick in your mind(of a memory, an image, etc.)to be remembered for a long time:One of his paintings in particular sticks in my mind.
stick in your throat/craw(informal)
(of words)to be difficult or impossible to say:She wanted to say how sorry she was but the words seemed to stick in her throat.
(of a situation)to be difficult or impossible to accept; to make you angry
stick your neck out(informal)to do or say sth when there is a risk that you may be wrong:I'll stick my neck out and say that Bill is definitely the best candidate for the job.
stick to your guns(informal)to refuse to change your mind about sth even when other people are trying to persuade you that you are wrong
Phrasal Verbs:stick around(informal)to stay in a place, waiting for sth to happen or for sb to arrive:Stick around; we'll need you to help us later.
stick at sth to work in a serious and determined way to achieve sth:If you want to play an instrument well, you've got to stick at it.
stick by sb [no passive] to be loyal to a person and support them, especially in a difficult situation:Her husband was charged with fraud but she stuck by him.
stick by sth [no passive] to do what you promised or planned to do:They stuck by their decision.
stick sth<->down(informal)to write sth somewhere:I think I'll stick my name down on the list.
stick out to be noticeable or easily seen:They wrote the notice in big red letters so that it would stick out.
stick sth<->out(of sth)to be further out than sth else or come through a hole; to push sth further out than sth else or through a hole:His ears stick out.◆ She stuck her tongue out at me.◆ Don't stick your arm out of the car window.
stick to sth
to continue doing sth in spite of difficulties:She finds it impossible to stick to a diet.
to continue doing or using sth and not want to change it:He promised to help us and he stuck to his word(=he did as he had promised).◆ 'Shall we meet on Friday this week?' 'No, let's stick to Saturday.' ◆ She stuck to her story.
stick together(informal)(of people)to stay together and support each other:We were the only British people in the town so we tended to stick together.
stick up to point upwards or be above a surface:The branch was sticking up out of the water.
stick with sb/sth [no passive](informal)
to stay close to sb so that they can help you:Stick with me and I'll make you a millionaire!
to continue with sth or continue doing sth:They decided to stick with their original plan.
noun
from tree
[C] a thin piece of wood that has fallen or been broken from a tree:We collected dry sticks to start a fire.◆ The boys were throwing sticks and stones at the dog.◆ Her arms and legs were like sticks(=very thin).
for walking
[C](especially BrE)=WALKING STICK:The old lady leant on her stick as she talked.
in sport
[C] a long thin object that is used in some sports to hit or control the ball:a hockey stick
long thin piece
[C](often in compounds)a long thin piece of sth:a stick of dynamite ◆ carrot sticks ◆(AmE)a stick of butter
[C](often in compounds)a thin piece of wood or plastic that you use for a particular purpose:pieces of pineapple on sticks ◆ The men were carrying spades and measuring sticks.
in plane/vehicle
[C](informal, especially AmE)the control stick of a plane
[C](informal, especially AmE)a handle used to change the GEARS of a vehicle
for orchestra
[C] a BATON, used by the person who CONDUCTS an orchestra
criticism
[U](BrE, informal)criticism or harsh words:The referee got a lot of stick from the home fans.
country areas
(the sticks)[pl.](informal)country areas, a long way from cities:We live out in the sticks.
person
[C](old-fashioned, BrE, informal)a person:He's not such a bad old stick.
(1)
When Jimmy says:“Every morning, I have to take the crowded bus to school, which I really can't stick.”, he may feel _________.
[ ]
A.
worried
B.
curious
C.
annoyed
D.
discouraged
(2)
Due to her fashionable dress, the woman stuck out when she was walking in the street.“stuck out” in this sentence means “_________”.
[ ]
A.
be noticeable
B.
be followed
C.
be admired
D.
be envied
(3)
When I was in trouble, Paul was the only one who _________ to help me.
[ ]
A.
stuck in his throat
B.
stuck together
C.
stuck up
D.
stuck his neck out
(4)
Sally said to me:“Try a peaceful life out in the sticks, and you will experience something totally different.” She means _________.
[ ]
A.
I should go to the woods to enjoy a new life.
B.
I should ignore the criticism and enjoy myself.
C.
I should go to the remote areas to have a change.
D.
I should go out by plane instead of by train to change my feelings.