Question

4．Commercial advertisement was once thought of as a technique of the marketers to inform the potential buyers about the availability of certain products．It was seen more as a medium to inform the buyers rather than persuade them to buy．The present day marketers see advertisement as a medium to damage the image of their competitors and their products．This indeed，is an undesirable and an immoral practice．Instead of speaking about their own products，these marketers speak about the drawbacks （often without any basics） of the competing products．
People watching TV advertisements would notice that there has always been an advertisement war between the marketers of different consumer goods．A few such cases are given below．
1．Parachute Coconut Oil vs．V．V．D．Gold
Some time back，the producer of V．V．D Gold Coconut Oil claimed in their TV advertisement that only their products was superior and the one sold in blue colour bottles （the reference was to Parachute coconut oil） was suitable only for un-natural hair．
2．Tata Salt vs．Captain Cook
Tata salt was first iodised （碘處理） salt marketed by an Indian Company．It has been enjoying a good and steady market．Captain Cook，another producer of iodised salt，who entered the market later，had to adopt some strategy to get control of the market．The TV advertisement of Captain Cook stressed on‘Free flow'of their salt when transferred to a container．The producer of Tata Salt retaliated （報(bào)復(fù)） by saying that the claim of Captain Cook was a trick and those who were quality conscious should deal with it with caution．
3．Pepsi vs．Coco Cola
Coca Cola was selected as the official soft drink for the Wills World Cricket 1996．When the cricket series was on，the marketers of Pepsi constantly advertised on TV．Their advertisement gave the idea that the cricketers preferred only Pepsi and as a matter of fact there was nothing official about it．
4．Horlicks vs．Complan
Sometime back，the TV advertisement of Complan，a health drink directly attacked Horlicks，which has been in the market for several decades．The claim of Complan was that their brand （which according to them was Brand C） has a higher percentage of ingredients （材料） compared to Brand H （reference was nothing but to Horlicks）．
The above examples clearly show how the technique of advertisement is misused by some marketers to ruin the image of their competitors．This，certainly，is not a healthy trend．
Any marketer should only speak about his products and not about his competitors'products．The awareness of consumers has certainly increased over the years and they are no longer easily taken in．There are many consumer products like salt，oil shaving blades etc．But one thing for sure is that offering the same product in a different container will not make the product different．
Mass media like Radio，Television and newspaper should not allow advertisements that tell lies．Legal regulations，in this regard，should also be made stricter．

Comparison of the past and the present of advertisements
In the past		At present
A technique mainly used for offering （71）information		A trick used as a means of unfair （72）competition
The （73）misuseof advertisement
（74）Examples/Cases	Products	Wrong practices
	V．V．D．Gold	l When V．V．D Gold attacked the one sold in blue bottles，it （75）referredto Parachute Coconut oil．
	Captain Cook	l Captain Cook stressed on their"free flow"when their product was （76）transferredto a container．
	Tata Salt	l Tata salt retaliated by warning consumers to be （77）cautious/carefulabout the quality．
	Pepsi	l Too much advertisement on TV seemed to say that the cricketers had a （78）preferencefor Pepsi．
	Complan	l Brand C claimed that their product was much richer in ingredients in （79）comparisonwith Brand H．
Solutions	（80）Competitors'products．a(chǎn)re not allowed to be mentioned in the advertisement． Stricter laws should be made to protect every producers'and consumers'benefits．

Answer 1

分析 短文主要對過去和現(xiàn)在的廣告進(jìn)行對比．

解答 71．information，根據(jù)句子It was seen more as a medium to inform the buyers rather than persuade them to buy．可知過去的廣告是用來告知買家的一種媒介，因此過去的廣告是用來提供信息的，因此答案為名詞"信息"information．
72．competition，根據(jù)句子The present day marketers see advertisement as a medium to damage the image of their competitors and their products可知現(xiàn)在的廣告被用作一種不公平的競爭．
73．misuse，根據(jù)文章提及an advertisement war between the marketers of different consumer goods可知現(xiàn)在的廣告是不同產(chǎn)品的市場營銷人采用的一種戰(zhàn)爭，因此以下列舉的都是對廣告的不正確使用．
74．Examples/Cases，根據(jù)句子A few such cases are given below 可知列舉的是一些案例，故答案為Examples/Cases．
75．referred，根據(jù)文章中 the one sold in blue colour bottles （the reference was to Parachute coconut oil）可知藍(lán)色瓶子指的是Parachute coconut oil，因此使用動(dòng)詞短語refer to．
76．transferred，根據(jù)句子The TV advertisement of Captain Cook stressed on‘Free flow'of their salt when transferred to a container可知答案．
77．cautious/careful，根據(jù)句子 those who were quality conscious should deal with it with caution可知Tata提醒消費(fèi)者要注意質(zhì)量，因此使用動(dòng)詞短語be cautious/careful about"小心，注意"． 
78．preference，根據(jù)句子Their advertisement gave the idea that the cricketers preferred only Pepsi可知百事在電視上播放那么多廣告，讓人以為板球運(yùn)動(dòng)員偏愛百事，have a preference for sth．"偏愛…"． 
79．comparison，根據(jù)句子The claim of Complan was that their brand （which according to them was Brand C） has a higher percentage of ingredients （材料） compared to Brand H （reference was nothing but to Horlicks）．可知它們聲稱Brand C材料成本相對比起B(yǎng)rand H更貴，因此使用短語in comparison with"相對比起…"．
80．Competitors'，根據(jù)句子Any marketer should only speak about his products and not about his competitors'products可知市場營銷人員不能在廣告中提到競爭者的產(chǎn)品．

點(diǎn)評 解答任務(wù)型閱讀理解題，首先對原文材料迅速瀏覽，掌握全文的主旨大意．因?yàn)殚喿x理解題一般沒有標(biāo)題，所以，速讀全文，抓住中心主旨很有必要，在速讀的過程中，應(yīng)盡可能多地捕獲信息材料．其次，細(xì)讀題材，各個(gè)擊破．掌握全文的大意之后，細(xì)細(xì)閱讀每篇材料后的問題，弄清每題要求后，帶著問題，再回到原文中去尋找、捕獲有關(guān)信息．最后，要善于抓住每段的主題句，閱讀時(shí)，要有較強(qiáng)的針對性．對于捕獲到的信息，要做認(rèn)真分析，仔細(xì)推敲，理解透徹，只有這樣，針對題目要求，才能做到穩(wěn)、準(zhǔn)．