Passage three
Advertisers tend to think big and perhaps this is why theyre always coming in for criticism. Their critics seem to resent them because they have a flair1 for self-promotion and because they have so much money to throw around. Its iniquitous, they say, that this entirely2 unproductive industry should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why dont they sTOP advertising3 and reduce the price of their goods? After all, its the consumer who pays
The poor old consumer! Hed have to pay a great deal more if advertising didnt create mass markets for products. It is precisely4 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 derives5 largely from the adverti百度竞价推广ents we read. Adverti百度竞价推广ents 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 than likely you would obtain details regarding performance, price, etc., from an adverti百度竞价推广ent.
Lots of people pretend that they never read adverti百度竞价推广ents, but this claim may be seriously doubted. It is hardly possible not to read adverti百度竞价推广ents these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without adverti百度竞价推广ents. Would you enjoy gazing at a blank wall or reading railway byelaws while waiting for a train? Would you like to read only closely printed columns of news in your daily paper? A cheerful, witty6 adverti百度竞价推广ent makes such a difference to a drab wall or a newspaper full of the daily ration7 of calamities8.
We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist9 without this source of revenue. 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 cosplayt if we had to pay its full price!
Another thing we mustnt forget is the small ads. which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! Just about anything can be accomplished10 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 by far the most fascinating section is the personal or agony column. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. Its the best adverti百度竞价推广ent for advertising there is!
1. What is main idea of this passage?
A. Adverti百度竞价推广ent.
B. The benefits of adverti百度竞价推广ent.
C. Advertisers perform a useful service to communities.
D. The cosplayts of adverti百度竞价推广ent.
2. The attitude of the author toward advertisers is
A. appreciative.
B. trustworthy.
C. critical.
D. dissatisfactory.
3. Why do the critics criticize advertisers?
A. Because advertisers often brag11.
B. Because critics think adverti百度竞价推广ent is a waste of money.
C. Because customers are encouraged to buy more than necessary.
D. Because customers pay more.
4. Which of the following is Not True?
A. Adverti百度竞价推广ent makes contribution to our pockets and we may know everything.
B. We can buy what we want.
C. Good quality products dont need to be advertised.
D. Adverti百度竞价推广ent makes our life colorful.
5. The passage is
A. Narration.
B. Description.
C. Criticism.
D. Argumentation.
Vocabulary
1. come in for 是某事物的对象，吸引（某事物），获得
2. flair 天资，天分
3. iniquitous 极邪恶的，极不公正的
4. drab 单调的，乏味的
5. subsist 活下去，存活下去，保持下去
6. hatch 孵化（指生小孩）
7. match 匹配，婚姻
8. dispatch 派遣，发送
9. agony 很大痛苦，煎熬
10. agony column （报刊中关于个人疑难问题征询建议的）读者来信专栏
难句译注
1. Advertisers tend to think big and perhaps this is why theyre always coming in for criticism.
广告商一直雄心勃勃（想得非常大），或许这就是为何他们老挨批评。
2. Their critics seem to resent them because they have a flair for self-promotion.
他们的批评者好像对他们非常气愤，由于他们在自我抬高/标榜上非常有天分。
3. No other item in a newspaper provides such entertaining reading or offer such deep insight into human nature.
报纸任何其他栏目都很难提供这样有趣的文章，或提供对人性的内涵这样深刻的洞察。
4. Its the best adverti百度竞价推广ent for advertising there is.
这是广告中最好的广告。
写作办法与文章大意
文章以因果、对比的手法写出有没广告的后果及广告的真的用途。文章第一指出广告商遭批评是什么原因：广告商夸大和大家觉得广告浪费钱财、产品价格就搞；然后作者以有无广告的后果突出其功能，没广告，产品价更高，生活单调、乏味。有了广告，产品价低，生活丰富多彩，大家获得各种信息。
答案解析
1. C. 广告对社会的服务非常有用。作者从三方面来叙述广告用途：第二段点出假如广告不为商品开辟广大的市场，大家就得付出不少钱，正是由于很多的广告成本，买家的产品才会那样实惠。广告除销售产品外，其要紧的功能在公告/告诉信息，有关家用产品的很多只不过来自广告，还有新品的介绍。
第三段讲了美化环境功能。假如火车站的墙上和报上没广告，那会如何。一幅悦人心目，机智的广告将改变所有。
第四段讲了它为大家省钱：别忘了广告对大家口袋作出积极的贡献。报纸、电台、电视台公司没这笔收入非常难存活。大家的报纸，大家付给极少，或者说，大家能享受那样多的节目完全是由于广告商花的钱。假如要大家付报纸的全价，那大家要花什么价格！
最后一段讲了各种专栏的功能。大家可以在这类栏目找工作、交易房屋、宣布婚丧嫁娶信息。这类都围着一个中心：广告对社会服务的有用性。
A. 广告。太笼统。B. 广告之优点。文章不是讲优点，而是讲服务于社会的功能。D. 广告成本。
2. A. 赏析/赞赏。从上述注解也可推知是A项。非常重要的，作者提出种种功能，是为了反驳第一段内提到的论点：完全是非生产企业每年吸收几百万镑，这说明这类大公司收益有多高。非常重要的是买家付的广告费等。反驳更说明了A项对。
B. 值得信赖。 C. 批评。 D. 不认可。
3. A. 由于广告商常常爱吹，。见难句译注1.。
B. 由于批评者觉得广告浪费钱。 C. 由于广告促进买家购买非必须的东西。 D. 由于买家支付更多。
4. C. 优质商品无需广告。所有商品都需要广告，新品、老商品都需要。
A. 广告对大家的口袋作出贡献。 B. 大家可以买到大家所需的。 D. 广告使大家生活丰富多彩。这三条都提到也是真实的。
A. 叙事。B. 描写。 D. 议论。
