Advertirs tend to think big and perhaps this is why they’re always coming in f

题文

Advertirs tend to think big and perhaps this is why they’re always coming in for criticism. Their critics em to rent them becau they have a flair for lf-promotion and becau they have so much money to throw around. ‘It’s iniquitous,’ they say, ‘that this entirely unproductive industry (if we can call it that) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…’The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It is precily becau of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpo of advertising is to ll goods. Another equally important function is to inform. A great deal of the knowledge we have about houhold goods derives largely from the advertiments we read. Advertiments 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 advertiment.Lots of people pretend that they never read advertiments, but this claim may be riously doubted. It is hardly possible not to read advertiments the days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertiments. Would you enjoy gazing at a blank wall or reading railway byelaws while waiting for a train? Would you like to read only cloly printed columns of news in your daily paper? A cheerful, witty advertiment makes such a difference to a drab wall or a newspaper full of the daily ration of calamities.We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist 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 advertirs. Just think what a newspaper would cost if we had to pay its full price!Another thing we mustn’t forget is the ‘small ads.’ which are in virtually every newspaper and magazine.  What a tremendously uful rvice they perform for the community! Just about anything can be accomplished through the columns. For instance, you can find a job, buy or ll a hou, announce a birth, marriage or death in what ud to be called the ‘hatch, match and dispatch’ column but by far the most fascinating ction 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. It’s the best advertiment for advertising there is!小题1:What is main idea of this passage?A．Advertiment. B．The benefits of advertiment.C．Advertirs perform a uful rvice to communities.D．The costs of advertiment.小题2:The attitude of the author toward advertirs isA．appreciative.B．trustworthy.C．critical.D．dissatisfactory.小题3:Why do the critics criticize advertirs?A．Becau advertirs often brag.B．Becau critics think advertiment is a “waste of money”.C．Becau customers are encouraged to buy more than necessary.D．Becau customers pay more.小题4:Which of the following is Not True?A．Advertiment makes contribution to our pockets and we may know everything.B．We can buy what we want.C．Good quality products don’t need to be advertid.D．Advertiment makes our life colorful.小题5:The passage is A．Narration.B．Description.C．Criticism.D．Argumentation.Vocabularycome in for ( sth. )    是某事物的对象，吸引（某事物），获得flair   天资，天分iniquitous   极邪恶的，极不公正的drab   单调的，乏味的subsist   活下去，生存下去，维持下去hatch   孵化（指生孩子）match   匹配，婚姻dispatch   派遣，发送agony   极大痛苦，煎熬agony column    （报刊中关于个人疑难问题征询意见的）读者来信专栏 题型：未知难度：其他题型

答案

小题1:C小题2:A小题3:A小题4:C小题5:C

解析

难句译注Advertirs tend to think big and perhaps this is why they’re always coming in for criticism.【参考译文】广告商总是雄心勃勃（想得很大），也许这就是为什么他们老挨批评。Their critics em to rent them becau they have a flair for lf-promotion.【参考译文】他们的批评者似乎对他们很气愤，因为他们在自我抬高/标榜上很有天分。No other item in a newspaper provides such entertaining reading or offer such deep insight into human nature.【参考译文】报纸任何其他栏目都难以提供如此有趣的文章，或提供对人性的内涵如此深刻的洞察。It’s the best advertiment for advertising there is.【参考译文】这是广告中最佳的广告。写作方法与文章大意文章以因果、对比的手法写出有没有广告的后果及广告的真正作用。文章首先指出广告商遭批评的原因：广告商夸大和人们认为广告浪费钱财、商品价格就搞；然后作者以有无广告的后果突出其功能，没有广告，商品价更高，生活单调、乏味。有了广告，商品价低，生活丰富多彩，人们获取各种信息。小题1:C. 广告对社会的服务很有用。作者从三方面来叙述广告作用：第二段点出如果广告不为产品开辟广大的市场，我们就得付出很多钱，正是因为大量的广告费用，消费者的商品才会那么便宜。广告除销售商品外，其重要的功能在通知/告诉信息，有关家用商品的许多只是来自广告，还有新产品的介绍。第三段讲了美化环境功能。如果火车站的墙上和报上没有广告，那会怎么样。一幅悦人心目，机智的广告将改变一切。第四段讲了它为我们省钱：别忘了广告对我们口袋作出积极的贡献。报纸、电台、电视台公司没有这笔收入很难生存。我们的报纸，我们付给很少，或者说，我们能享受那么多的节目完全是因为广告商花的钱。如果要我们付报纸的全价，那我们要花多少钱！最后一段讲了各种专栏的功能。人们可以在这些栏目找工作、买卖房子、宣布婚丧嫁娶信息。这些都围着一个中心：广告对社会服务的有用性。小题2: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. 广告费用。小题3:A. 欣赏/赞赏。从上述注释也可推知是A项。最重要的，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，这说明这些大公司利润有多高。最重要的是消费者付的广告费等。反驳更说明了A项对。B. 值得信任。 C. 批评。 D. 不满意。A. 因为广告商常常爱吹，。见难句译注1.。B. 因为批评者认为广告浪费钱。 C. 因为广告促使消费者购买不必要的东西。 D. 因为消费者支付更多。小题4:C. 优质产品不需要广告。一切产品都需要广告，新产品、老产品都需要。A. 广告对我们的口袋作出贡献。 B. 我们可以买到我们所需的。 D. 广告使我们生活丰富多彩。这三条都提到也是真实的。小题5:C. 文章一开始就提到对广告的批评，然后作者以对比的手法说明其功能。A. 叙事。B. 描写。 D. 议论。

考点

据考高分专家说，试题“Advertirs tend to .....”主要考查你对 [广告布告类阅读 ]考点的理解。 广告布告类阅读 广告类阅读: 1、品味广告的标题，联系平时所积累的知识，为了解材料大意作铺垫。 2、要特别留意广告中包含的数字、联系人、地址等。 3、要注意文中以黑体、大写、下划线等方式加以提示的文字，因为这很有可能是材料的核心或    至少是一部分内容的概括。

广告布告类阅读特点及解题技巧：

一、广告布告类阅读试题的文体特点： 此类文章不同于其他文体的文章，其目的是为了向读者传输信息，措辞简洁明了，直截了当，一般说来，广告布告类阅读试题具有以下特点：1、选材特点：信息量大，文句精炼，形式灵活，用最少的篇幅表达最大量的信息。2、内容特点：生活化，实用化，多样化，如产品宣传、服务介绍、通知、海报、启示、招生招聘等。3、形式特点：标题醒目，重点突出，条理清晰，常用粗体字或各类项目符号使文章结构更鲜明。4、语言特点：人名、地名、专有名词多；生词多；缩略词、祈使句、省略句多；结构不完整。5、命题特点：主要考察考生提取信息和处理信息的能力，既注重特定细节的筛选、类比、综合，又注重推理判断题的考查，题目设置相对较容易。 二、解题技巧点拨： 阅读这类文章时，也应该在整体把握文章结构的前提下，主要注意细节信息。细节题题干都是相应原文的变形(如同义改写、词性转换等)，因此要找到答案一定要找到题干在原文中的出处，再把原文和选项相比较。做题时，根据所提问题用寻读、跳读的方法可达到事半功倍的效果。同时，在阅读时也要特别注意文中以粗体、大写、下划线等方式加以提示的文字，因为这很有可能是文章的核心或某一部分内容的概括。具体答题策略如下：1、先题后文：先读试题，了解考点；明确目的，快速捕捉，获取信息。2、题干定向：根据题干关键词到文中定位答案范围，按照题目顺序依次而下：问题与材料相同：对号入座；问题与原文相同：同义替换、归纳事实等。3、生词模糊：遇到生词；如无关答题，直接跳过；涉及答题，则根据语境、构词法等猜词。4、信息补全：对于影响理解的省略句，可根据语境，将其补全。