题目内容
Directions: Read the following text and choose the most suitable heading from A-F for each paragraph. There is one extra heading which you do not need.
小题1:
When you see a clever advertisement in a newspaper, do you say to yourself, “Ah, that’s good. I’d like to have one of these”? Or do you say, “What lies are they telling this time? It can’t be very good or they wouldn’t have to advertise it so cleverly”? Both of these people exist: the fist are optimists; the second pessimists and realists.
小题2:
Advertisements can be extremely useful if they are honest: if, let us say, you have broken you pen and you want to buy another, the first thing to do is to look at as many advertisements for pens as you can find. That will help you to choose the model, color and price that suits you. Advertisements save a lot of time and trouble in a quick and simple way. If the advertisements are true and accurate, the customers will be satisfied and will probably buy from the same firm nest time and advise their friends and acquaintances to do the same.
小题3:
Some advertisers hope to sell his goods quickly and to make a large profit on them. They know that no customers will buy from them a second time or recommend the products to their friends. Other advertisers make claims for their products which they know perfectly well to be incapable of verification, like advertising that a certain toothpaste contains a particular substance knowing that this substance is in fact neither beneficial or harmful to the teeth. Such advertisements do not tell downright lies, but their advertising is deliberately misleading.
小题4:
If there was no advertising, fewer goods would be sold, so the cost of each article would be higher. The more you advertise, the more cheaply you can afford to sell your products. Advertising also encourages makers to improve their goods continually. One manufacturer of soap-power claims that his products does not harm housewives’ hands, and quotes the opinions of prominent doctors to prove this. All other soap-powder manufacturers are forced to make their products harmless too.
小题5:
As advertisers become more and more expert at their work, they appeal to all the human emotions in the effort to increase sales: love of a bargain, fear of ill health, the desire to show off and many others. But more and more customers are also becoming suspicious of and resistant to high-powered advertising. This is producing a deliberately modest advertisement that is intended to disarm the customers’ suspicions by giving an impression of absolute sincerity, or even of deliberate understatement.
| A. Tricks of dishonest advertisers |
| B. Types of advertisement readers |
| C. Customers’ opinions on advertisers |
| D. Functions of advertising |
| AB. Interactions between the advertisers and the customers |
| AC. Benefits one may get from reading honest advertisements. |
When you see a clever advertisement in a newspaper, do you say to yourself, “Ah, that’s good. I’d like to have one of these”? Or do you say, “What lies are they telling this time? It can’t be very good or they wouldn’t have to advertise it so cleverly”? Both of these people exist: the fist are optimists; the second pessimists and realists.
小题2:
Advertisements can be extremely useful if they are honest: if, let us say, you have broken you pen and you want to buy another, the first thing to do is to look at as many advertisements for pens as you can find. That will help you to choose the model, color and price that suits you. Advertisements save a lot of time and trouble in a quick and simple way. If the advertisements are true and accurate, the customers will be satisfied and will probably buy from the same firm nest time and advise their friends and acquaintances to do the same.
小题3:
Some advertisers hope to sell his goods quickly and to make a large profit on them. They know that no customers will buy from them a second time or recommend the products to their friends. Other advertisers make claims for their products which they know perfectly well to be incapable of verification, like advertising that a certain toothpaste contains a particular substance knowing that this substance is in fact neither beneficial or harmful to the teeth. Such advertisements do not tell downright lies, but their advertising is deliberately misleading.
小题4:
If there was no advertising, fewer goods would be sold, so the cost of each article would be higher. The more you advertise, the more cheaply you can afford to sell your products. Advertising also encourages makers to improve their goods continually. One manufacturer of soap-power claims that his products does not harm housewives’ hands, and quotes the opinions of prominent doctors to prove this. All other soap-powder manufacturers are forced to make their products harmless too.
小题5:
As advertisers become more and more expert at their work, they appeal to all the human emotions in the effort to increase sales: love of a bargain, fear of ill health, the desire to show off and many others. But more and more customers are also becoming suspicious of and resistant to high-powered advertising. This is producing a deliberately modest advertisement that is intended to disarm the customers’ suspicions by giving an impression of absolute sincerity, or even of deliberate understatement.
小题1:B
小题2:AC
小题3:A
小题4:D
小题5:AB
试题分析：文章介绍了广告的相关知识，有诚实广告的好处，和虚假的把戏，但是总的来说，广告还是有好处的。但是需要广告和用户的互动的。
小题1:根据这段里面的句子：Both of these people exist: the fist are optimists; the second pessimists and realists.可知这段讲的是不同类型的广告用户，答案是：B
小题2:根据这段里面的句子：Advertisements can be extremely useful if they are honest:可知这段讲的是读诚实的广告的好处，答案是：AC
小题3:根据这段里面的句子：Such advertisements do not tell downright lies, but their advertising is deliberately misleading.可知这段讲的是不诚实的广告的把戏，答案是：A
小题4:根据这段里面的句子：If there was no advertising, fewer goods would be sold, so the cost of each article would be higher可知这段讲的是广告的功能，答案是：D
小题5:根据这段里面的句子：As advertisers become more and more expert at their work, they appeal to all the human emotions in the effort to increase sales:可知这段讲的是广告和用户的互动，答案是：AB
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