Passagethree(AdvertisersPerformaUsefulServicetotheCommunity)

1、Passage three(Advertisers Perform a Useful Service to the Commu ni ty) Advertisers tend to think big and perhaps this is why theye always coming in for criticism. Their critics seem to rese nt them because they have a flair for self-promoti on and because they have so much money to throw around. It

2、siniquitous, they say, that this entirely unproductive in dustry (if we can call it that) should absorb millio ns of pounds each year. It only goes to show how much profit the big compa nies are making. Why don they stop advertis ing and reduce the price of their goods? After all, it the consumer wh

3、o pays The poor old con sumer! He have to pay a great deal more if advertis ing did n create mass markets for products. It is precisely because of the heavy advertis ing that con sumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Ano the

4、r equally importa nt fun cti on is to in form. A great deal of the kno wledge we have about household goods derives largely from the advertiseme nts we read. Advertiseme nts in troduce us to new products or remind us of the existe nee of ones we already know about. Suppos ing you wan ted to buy a wa

5、shing machine, it is more than likely you would obtain details regarding performanee, 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 advertiseme nts these days. And what fun th

6、ey often are, too! Just think what a railway stati on or a n ewspaper would be like without advertiseme nts. Would you enjoy gaz ing at a bla nk wall or readi ng railway byelaws while wait ing for a trai n? Would you like to read only closely printed columns of news in your daily paper? A cheerful,

7、witty advertiseme nt makes such a differe nce to a drab wall or a n ewspaper full of the daily rati on of calamities. We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and televisi on compa nies could not subsist without this sour

8、ce of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due en tirely to the money spe nt by advertisers. Just think what a n ewspaper would cost if we had to pay its full price! Another thing we mustn forget is the small ads.which are in virtu

9、ally every newspaper and magaz ine. What a treme ndously useful service they perform for the com muni ty! Just about anything can be accomplished through these colu mns. For in sta nce, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the hatch,

10、match and dispatch colu mn but by far the most fascin at ing sect ion is the pers onal or ago ny colu mn. No other item in a n ewspaper provides such en terta ining readi ng or offers such a deep in sight into huma n n ature. It the best advertiseme nt for advertis ing there is! 1. What is main idea

11、 of this passage? A. Advertiseme nt. B. The ben efits of advertiseme nt. C. Advertisers perform a useful service to com mun ities. D. The costs of advertiseme nt. 2. The attitude of the author toward advertisers is A. appreciative. B. trustworthy. C. critical. D. dissatisfactory. 3. Why do the criti

12、cs criticize advertisers? A. Because advertisers ofte n brag. B. Because critics think advertisement is a waste of money ”. C. Because customers are en couraged to buy more tha n n ecessary. D. Because customers pay more. 4. Which of the followi ng is Not True? A. Advertiseme nt makes con tributi on

13、 to our pockets and we may know everyth ing. B. We can buy what we want. C. Good quality products don need to be advertised. D. Advertiseme nt makes our life colorful. 5 The passage is A. Narrati on. B. Descripti on. C. Criticism. D. Argume ntati on. Vocabulary 1. come in for ( sth.) 是某事物的對(duì)象，吸引（某事物）

14、，獲得 2. flair 天資，天分 3. iniq uitous 極邪惡的，極不公正的 4. drab 單調(diào)的，乏味的 5. subsist 活卜去，生存卜去，維持卜去 6. hatch 孵化（指生孩子） 7. match 匹配，婚姻 8. dispatch 派遣，發(fā)送 9. agony 極大痛苦，煎熬 10. agony colu mn （報(bào)刊中關(guān)于個(gè)人疑難問(wèn)題征詢意見(jiàn)的）讀者來(lái)信專(zhuān)欄 難句譯注 1. Advertisers tend to think big and perhaps this is why they re always coming in for criticism. 【

15、參考譯文】廣告商總是雄心勃勃（想得很大），也許這就是為什么他們老挨批評(píng)。 2. Their critics seem to rese nt them because they have a flair for self-promotio n. 【參考譯文】他們的批評(píng)者似乎對(duì)他們很氣憤，因?yàn)樗麄冊(cè)谧晕姨Ц?標(biāo)榜上很有天分。 3. No other item in a n ewspaper provides such en terta ining read ing or offer such deep in sight into huma n n ature. 【參考譯文】報(bào)紙任何其他欄目都難以提

16、供如此有趣的文章，或提供對(duì)人性的內(nèi)涵如此 深刻的洞察。 4. It the best advertiseme nt for advertis ing there is. 【參考譯文】這是廣告中最佳的廣告。 寫(xiě)作方法與文章大意 文章以因果、對(duì)比的手法寫(xiě)出有沒(méi)有廣告的后果及廣告的真正作用。文章首先指出廣告商 遭批評(píng)的原因：廣告商夸大和人們認(rèn)為廣告浪費(fèi)錢(qián)財(cái)、商品價(jià)格就搞；然后作者以有無(wú)廣告 的后果突出其功能，沒(méi)有廣告，商品價(jià)更高，生活單調(diào)、乏味。有了廣告，商品價(jià)低，生活 豐富多彩，人們獲取各種信息。 答案詳解 1. C.廣告對(duì)社會(huì)的服務(wù)很有用。作者從三方面來(lái)敘述廣告作用：第二段點(diǎn)出如果廣告不 為產(chǎn)品

17、開(kāi)辟?gòu)V大的市場(chǎng)，我們就得付出很多錢(qián)，正是因?yàn)榇罅康膹V告費(fèi)用，消費(fèi)者的商 品才會(huì)那么便宜。廣告除銷(xiāo)售商品外， 其重要的功能在通知/告訴信息，有關(guān)家用商品的 許多只是來(lái)自廣告，還有新產(chǎn)品的介紹。 第三段講了美化環(huán)境功能。如果火車(chē)站的墻上和報(bào)上沒(méi)有廣告，那會(huì)怎么樣。一幅悅?cè)?心目，機(jī)智的廣告將改變一切。 第四段講了它為我們省錢(qián)：另惦了廣告對(duì)我們口袋作出積極的貢獻(xiàn)。報(bào)紙、電臺(tái)、電視 臺(tái)公司沒(méi)有這筆收入很難生存。我們的報(bào)紙，我們付給很少，或者說(shuō)，我們能享受那么 多的節(jié)目完全是因?yàn)閺V告商花的錢(qián)。如果要我們付報(bào)紙的全價(jià)，那我們要花多少錢(qián)！ 最后一段講了各種專(zhuān)欄的功能。人們可以在這些欄目找工作、買(mǎi)賣(mài)房子、宣布

18、婚喪嫁娶 信息。這些都圍著一個(gè)中心：廣告對(duì)社會(huì)服務(wù)的有用性。 A. 廣告。太籠統(tǒng)。B.廣告之優(yōu)點(diǎn)。文章不是講優(yōu)點(diǎn)，而是講服務(wù)于社會(huì)的功能。D.廣 告費(fèi)用。 2. A.欣賞/贊賞。從上述注釋也可推知是A項(xiàng)。最重要的，作者提出種種功能，是為了反 駁第一段內(nèi)提到的論點(diǎn)：完全是非生產(chǎn)企業(yè)每年吸收幾百萬(wàn)鎊，這說(shuō)明這些大公司利潤(rùn) 有多高。最重要的是消費(fèi)者付的廣告費(fèi)等。反駁更說(shuō)明了A項(xiàng)對(duì)。 B. 值得信任。C.批評(píng)。D.不滿意。 3. A.因?yàn)閺V告商常常愛(ài)吹，。見(jiàn)難句譯注1.。 B.因?yàn)榕u(píng)者認(rèn)為廣告浪費(fèi)錢(qián)。C.因?yàn)閺V告促使消費(fèi)者購(gòu)買(mǎi)不必要的東西。D.因?yàn)?消費(fèi)者支付更多。 4. C.優(yōu)質(zhì)產(chǎn)品不需要廣告。一切產(chǎn)品都需要廣告，新產(chǎn)品、老產(chǎn)品都需要。 A.廣告對(duì)我們的口袋作出貢獻(xiàn)。B.我們可以買(mǎi)到我們所需的。D.廣告使我們生活 豐富多彩。這三條都提到也是真實(shí)的。 C. 文章一開(kāi)始就提到對(duì)廣告的批評(píng)，然后作者以對(duì)比的手法說(shuō)明其功能。 A.敘事。B.描寫(xiě)。D.議論。 父親的格局決定家庭的方向 一個(gè)家庭的福氣運(yùn)道，不是憑空出現(xiàn)的，它是家庭成員