题目内容
阅读理解
Money spent on advertising is money spent as well as any know of. It serves directly to assist a rapid distribution of goods at reasonable prices, there by establishing a firm home market and so making it spossible to provide for export at competitive prices. By drawing attention to new dieas it helps enormously to raise standards of living. By helping to increase demand it ensures an increased need for labour, and is therefore an effective 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 licence would need to be doubled, and travel by bus or tube would cost more.
And perhaps most important of all, advertising provides a guarantee of reasonable value in the products and services you buy. Apart from the fact that twenty-seven Acts of Parliament govem terms of advertising, no regular advertiser dare promise 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 mercifully the public has the good sense not to buy the inferior article more then ore. If you see an article consistently advertised, it is the surest proof I know that the article does what is claimed for it, and that is represents good value.
Advertising does more for the material benefit of the community than ayn 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 personality declare that he was against advertising because it persuades rather than informs. He was drawing excessively fine distinctions. Of course advertising seeks to persuade.
If its message were confined merely to information—and that in itself would be difficult if not impossible to achieve, for even a detail such as the choice of the colour of a short is subtly persuasive—advertising would be so boring that no one would pay any attention. But perhaps that is what the well-known television personality wants.
1．By the first sentence of the passage the author means that ________.
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A．he is fairly familiar with the cost of advertising
B．everybody knows well that advertising is money consuming
C．advertising cost money like everything else
D．it is worthwhile to spend money on advertising
2．In the passage, which of the following is NOT included in the advantages of advertising?
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A．Secoring greater fame.
B．Providing more jobs.
C．Raising living standards.
D．Reducing newspaper cost.
3．The author deens that the well-known TV personality is ________.
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A．very precise in passing his judgement on advertising
B．interested in nothing but the buyer's attention
C．correct in telling the dofference between persuasion and information
D．obviously partial in his views on advertising
4．What attitude does the author hold for advertising?
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解析：
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1．D 导解：见第一段第一句．as well as意为“如同……一样好”．any后可理解为省略了thing(任何情况)，本句说明：钱用于做广告是值得的，如同我所知道的任何好的事情一样． 2．A 导解：从第一段的第三句开始，作者列举了广告的好处．“…raise standards of living”与C相等；“…it ensures an increased need for labour，…”与B相符；“…without advertisement ，your daily newspaper would cost four times as much”与D相符．只有A在文中未被提到． 3．D 导解：见文章第四段：一位电视界名人说他反对广告，原因是广告在于劝说而不是传递信息．而作者对此看法不同，作者认为：广告当然劝说．在接下来的一段中，又说如果广告只是把自己限制在信息方面，那么它就很难，甚至不可能达到目的，由此可知作者认为那位电视名人关于广告的看法是片面的． 4．B 导解：在文章的开头句及第三段等作者都充分肯定了广告的作用，所以他的态度是肯定的． |
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