By drawing attention to new ideas 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 license would need to be doubled and travel by bus or tube would cost 20 per cent 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 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 mercifully the public has the good sense not to buy the inferior article more than once.
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 it represents good value.
Advertising does more for the material benefit of the co妹妹unity than any other force I can think of.
There is one 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 shirt 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.
11. By the first sentence of the passage the author means that.
[A] he is fairly familiar with the cost of advertising
[B] everybody knows well that advertising is money consuming
[C] advertising costs money like everything else
[D] it is worthwhile to spend money on advertising
12. In the passage, which of the following is NOT included in the advantages of advertising?
[A] Securing greater fame.
[B] Providing more jobs.
[C] Enhancing living standards.
[D] Reducing newspaper cost.
13. The author deems that the well-known TV personality is.
[A] very precise in passing his judgment on advertising
[B] interested in nothing but the buyers’ attention
[C] correct in telling the difference between persuasion and information
[D] obviously partial in his views on advertising
14. In the author’s 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
谜底解析
11.
[谜底]D
[解析]本题稽核的常识点是：句意题。
起首看句子语法，第一句的重点是对as well as的理解。as well as 有两种意思：1）至关于in addition (to),意为“除……外，同，和，也”，如：He gave me money as well as advice. 2)用作连词引出比力工具，意为“和……同样好”。第2）种寄义放在本文中才讲得通，这里as well as any至关于as well as any（money spent）, I know of 是定语从句，润饰any。其次，看下文内容。从文章第二句“它直接有助于……”可以推出作者对告白的感化持必定立场。是以第一句应当被理解为“花在告白上的钱和任何别处花的钱同样值得”。 [D]项恰是这个寄义的归纳综合，是以为准确项。[B]、[C]选项仅逗留在“告白花花钱”的寄义上，表现不了对告白的必定立场；选项[A]是对从句“I know of”的毛病理解。
命题用意请求考生准确理解句中为防止反复而省略的部门。
12.
[谜底]A
[解析]本题稽核的常识点是：究竟细节题。
第一段作者对告白赐与必定而且罗列告白带来的诸多好处：（1）它直接有助于商品以公道代价敏捷销出；（2）在不乱海内市场的同时，使产物可以或许以有竞争力的代价进入国际市场；（3）它给人以新的消费观，从而大大提高人们的糊口水准；（4）它有助于增长市场需求，扩展劳动力市场，有用地扩展就业；（5）它使日报等大众奇迹的办事代价低廉。因而可知，[B]、[C]和[D]选项都在文中直接触及，可以解除。第二段首句固然谈到告白为人们采办的产物和办事的公道代价供给了保障，可是未说起[A]选项“保障更高的知名度”的内容，因此为准确谜底。
注重：这类“which is not included”题型至关于except题型，一般要在大范畴内搜刮，解除原文中已提到的选项或直接找出与原文不符的选项。
潜伏命题点：根据此内容可另出一题：What is the biggest advantage of advertising?
A．Providing more jobs.
B．Enhancing living standards.
C．Reducing the costs of many services.
D．Ensuring the quality of the products and services.
谜底为[D]。关头是第二段首句“most important of all” 表白下面所述为最首要的上风，是以在罗列题中，要注重联系关系词的感化。别的，也可用解除法，[A]、[B]、[C]在文中并列，感化相仿，成为谜底概率均等，故都应当解除。
13.
[解析]本题稽核的常识点是：本题稽核的常识点是：作者概念题。
题干请求考生答复作者对文中提到的知名流士的见解。文章第四段谈到该知名流士对告白持否认立场，即他批判告白更多的是在劝诱观众，而不是供给信息。这明显与作者前面第三段用大篇幅对告白赞美的立场截然不同，以是作者@顿%251u8%时对这%566Xa%类@概念举行驳倒，以保护本身的概念。作者认为“他把二者区别得过于渺小。由于告白不成防止地要奉劝消费者，若是告白的内容仅仅限于供给信息，那将会乏味之极”。由引可以推论作者对知名流士见解持否认立场。是以[D]选项为准确选项。
[A]选项和[C]选项都持必定立场，可以解除。而[B]选项也不合错误，由于在文中并未会商知名流士的乐趣和关切工具问题。nothing but意为：只有，除……以外都不。
命题用意请求考生准确理解文章局部细节表现的作者立场。
14.
[谜底]C
[解析]本题稽核的常识点是：作者概念题。
本题考核作者对告白所持的概念。读彻底文后，咱们已很清晰作者对告白的立场和概念。先是在前三段必定告白给社会带来的诸多益处，然后在第四段和第四段又指出告白奉劝消费者不但是不成防止的也是需要的，不然便落空了吸引力，不克不及把告白的劝诱性作为批判它的论据。[C]选项偏偏合适这一概念，为准确谜底。
[A]选项与第三段的内容相悖。[B]选项与第四段作者提出的“告白不成防止地要奉劝消费者，内容不但仅限于供给信息”的见解纷歧致。[D]选项不准确，作者在末段提到，只供给信息的告白不会引发观众的乐趣，不克不及由此推出，消费者对告白信息毫无乐趣。
win sb. over(to sth.)=win sb. to do sth. 意思是“说服或人做某事”。
注重：做此类局部作者立场题，可以先看选项中是不是有直接可解除之选项；不克不及解除的再定位，比照举行解除。
全文翻译
花在告白上的钱和我所知花在任何此外方面的钱同样是值得的。它直接有益于商品以公道的代价快速地贩卖，从而创建安定的海内市场，而且有可能以有竞争力的代价供给出口商品。经由过程向公家推出新思惟，它极大地促成糊口水准的提高。经由过程帮忙增长商品需求，它确保对劳动力的更大需求，是以成为匹敌赋闲的一项有用办法。它低落了很多办事用度：
没有告白，日报的代价将是如今的四倍，电视允许证代价会翻一番，乘汽车或地铁出行也将贵出百分之二十。
或许最首要的是，告白对你所采办的产物和办事的公道价值供给了一种保障。除国会制订的27项法案对告白加以束缚以外，也没有哪一个正规的告白商胆敢倾销与告白许诺不符的产物。他或许会经由过程误导人的告白临时愚弄一些人。但他如许做长不了，由于所幸的是，公家很明智，不会再次采办劣质商品。 若是你瞥见一种商品不竭地做告白，我认为这就是最靠得住的证实，商品必定与其鼓吹名不虚传，必定表现杰出的价值。
告白对社会的物资长处所作的进献比我能想到的任何其他气力都要大。
