閱讀理解

　　Money spent on advertising is money spent as well as any know of. It serves directly to assist a rapid distribution of goods at reasonable prices, there by establishing a firm home market and so making it spossible to provide for export at competitive prices. By drawing attention to new dieas 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 licence would need to be doubled, and travel by bus or tube would cost 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 govem terms of advertising, no regular advertiser dare promise 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 then ore. 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 is represents good value.

　　Advertising does more for the material benefit of the community than ayn other force I can think of.

　　There is one more 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 short 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.

1．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．a(chǎn)dvertising cost money like everything else

D．it is worthwhile to spend money on advertising

2．In the passage, which of the following is NOT included in the advantages of advertising?

[　　]

A．Secoring greater fame.

B．Providing more jobs.

C．Raising living standards.

D．Reducing newspaper cost.

3．The author deens that the well-known TV personality is ________.

[　　]

A．very precise in passing his judgement on advertising

B．interested in nothing but the buyer's attention

C．correct in telling the dofference between persuasion and information

D．obviously partial in his views on advertising

4．What attitude does the author hold for advertising?

[　　]

    Money spent on advertising is money spent as well as any I know of. It serves directly to assist a rapid distribution of goods at reasonable prices, thereby establishing a firm home market and so making it possible to provide for export at competitive prices. By drawing attention to new idea it helps enormously to raise standards of living. By helping to increase demand it ensures an increased need for labor, and is therefore an effective way to fight unemployment. It lowers the costs of many services.              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 percent 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 article bad in quality 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.

1．What is the main idea of the passage? (Please answer within 10 words.)

2．Which sentence in the passage can be replaced by the following one?

    All the honest advertisers will stick to what they have promised in their advertisements.

3．Please fill in the blank in the first paragraph with proper words or phrases to complete the sentence. (Please answer within 5 words.)

4．Do you think advertising necessary or not? Why? (Please answer within 30 words.)

5．Translate the underlined sentence in the second paragraph into Chinese.

　　Money spent on advertising is money spent as well as any I know of. It serves directly to bring about a rapid sale of goods at reasonable prices, so setting up a firm home market and making it possible to provide for export（出口）at good prices. By drawing attention to new ideas, it helps greatly to raise standards of living. By helping to increase demand, it causes an increased need for labor, and is therefore a nice 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 program would need to be doubled, and travel by bus or subway would cost more.

　　And perhaps most important of all, advertising provides a promise of reasonable value in the products and services you buy. Besides the fact that twenty-seven Acts of Parliament（國會）govern the terms of advertising, no regular advertiser dare produce anything 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 the public has the good sense not to buy the poor goods more than once. If you see a product frequently advertised, it is the proof I know that the product does what is promised for it, and that it has good value.

　　Advertising does more for the good of the public than any other force I can think of. There is one more point I feel I ought to touch on. Recently I heard a well-known television person declare that he was against advertising because it persuades rather than informs. He was telling us the real difference. Of course advertising tries to persuade.

　　If its message were nothing but information, that would be difficult to get more people to buy, for even the choice of the color of a shirt is a bit persuasive（有說服力的）--advertising would be so boring that no one would pay any attention. But perhaps that is what the well-known television person wants.

(1) By the first sentence of the passage the writer means that ________.

[　　]

A．he is fairly familiar with the cost of advertising

B．everybody knows well that advertising is a waste of money

C．a(chǎn)dvertising costs more money than everything else

D．money on advertising is worth spending

(2) In the passage, which of the following is NOT included in the advantages of advertising?

[　　]

(3) The writer thinks that the well-known TV person is ________.

[　　]

A．quite right in passing his judgement on advertising

B．interested in nothing but the buyers' attention

C．correct in telling the difference between persuasion and information

D．obviously unfair in his views on advertising

(4) In the writer's opinion, ________.

[　　]

A．a(chǎn)dvertising can seldom bring material interest to man by providing information

B．a(chǎn)dvertising 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

　　Money spent on advertising is money spent as well as any I know of. It serves directly to bring about a rapid sale of goods at reasonable prices, so setting up a firm home market and making it possible to provide for export（出口）at good prices. By drawing attention to new ideas, it helps greatly to raise standards of living. By helping to increase demand, it causes an increased need for labor, and is therefore a nice 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 program would need to be doubled, and travel by bus or subway would cost more.

　　And perhaps most important of all, advertising provides a promise of reasonable value in the products and services you buy. Besides the fact that twenty-seven Acts of Parliament（國會）govern the terms of advertising, no regular advertiser dare produce anything 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 the public has the good sense not to buy the poor goods more than once. If you see a product frequently advertised, it is the proof I know that the product does what is promised for it, and that it has good value.

　　Advertising does more for the good of the public than any other force I can think of. There is one more point I feel I ought to touch on. Recently I heard a well-known television person declare that he was against advertising because it persuades rather than informs. He was telling us the real difference. Of course advertising tries to persuade.

　　If its message were nothing but information, that would be difficult to get more people to buy, for even the choice of the color of a shirt is a bit persuasive（有說服力的）--advertising would be so boring that no one would pay any attention. But perhaps that is what the well-known television person wants.

(1) By the first sentence of the passage the writer means that ________.

[　　]

A．he is fairly familiar with the cost of advertising

B．everybody knows well that advertising is a waste of money

C．a(chǎn)dvertising costs more money than everything else

D．money on advertising is worth spending

(2) In the passage, which of the following is NOT included in the advantages of advertising?

[　　]

(3) The writer thinks that the well-known TV person is ________.

[　　]

A．quite right in passing his judgement on advertising

B．interested in nothing but the buyers' attention

C．correct in telling the difference between persuasion and information

D．obviously unfair in his views on advertising

(4) In the writer's opinion, ________.

[　　]

A．a(chǎn)dvertising can seldom bring material interest to man by providing information

B．a(chǎn)dvertising 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

Money spent on advertising is money spent as well as any I know of. It selves directly to bring about a rapid sale of goods at reasonable prices, so setting up a firm home market and so making it possible to provide for export at good prices. By drawing attention to new ideas it helps greatly to raise standards of living. By helping to increase demand it causes an increased need for labor, and is therefore a nice 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 program would need to be doubled, and travel by bus or subway would cost more.
And perhaps most important of all, advertising provides a promise of reasonable value in the products and services you buy. Besides 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 the public has the good sense not to buy the poor article more than once. If you see an article frequently advertised, it is the proof I know that the article does what is promised for it, and that it has good value.
Advertising does more for the good of the public than any other force I can think of.
There is one more point I feel I ought to touch on. Recently I heard a well-known television person declare that he was against advertising because it persuades rather than informs. He was telling us the real difference. Of course advertising tries to persuade.
If its message were nothing but information, that would be difficult to get more people to buy, for even a detail such as the choice of the color of a shirt is a bit persuasive-advertising would be so boring that no one would pay any attention. But perhaps that is what the well-known television person wants.
【小題1】By the first sentence of the passage the writer means that     .

A．he is fairly familiar with the cost of advertising

B．everybody knows well that advertising is a waste of money

C．a(chǎn)dvertising costs more money than everything else

D．money spent on advertising is worth while

【小題2】In the passage, which of the following is NOT included in the advantages of advertising?

A．Getting greater fame.	B．Providing more jobs.
C．Raising living standards.	D．Reducing newspaper cost.

【小題3】The author thinks that the well-known TV person is         .

A．quite right in passing his judgment on advertising

B．interested in nothing but the buyer’s attention

C．correct in telling the difference between persuasion and information

D．obviously unfair in his views on advertising

【小題4】In the author’ opinion    .

A．a(chǎn)dvertising can seldom bring material benefit to man by providing information

B．a(chǎn)dvertising 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

閱讀理解

　　Money spent on advertising is money spent as well as any I know of．It serves directly to assist a rapid distribution of goods at reasonable prices，there by establishing a firm home market and so making it possible to provide for export at competitive prices．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 labor，and therefore an effective way to fight unem-ployment．It lowers the costs of many services ：without advertisements your daily newspaper would cost four times as much，he price of your television license would need to be doubled，and travel by bus or tube would cost 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 Parlia-ment 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 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 community than any other force can think of．

　　There is one more point I fee I ought to touch on．Recently I heard a well-known television personality declaring 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 color of a shirt is subtlty persuasive-advertising would be so boring that no one would pay any attention．But perhaps that is what the well-known television personality wants．

1．Which is the advantage of advertisements in the first paragraph？

[　　]

A．It can help to raise standard of living．

B．It lowers the costs of many services．

C．It is an effective way to fight unemployment．

D．All of above．

2．The writer thinks that advertising seeks to persuade is________．

[　　]

3．In the author's opinion，________．

[　　]

A．a(chǎn)dvertising costs too much money

B．a(chǎn)dvertisements can secure greater fame

C．It is worth spending money on advertising

D．a(chǎn)dvertisements never seek to persuade

4．The attitude of the author about advertising is________．

[　　]

       Money spent on advertising is money spent as well as any I know of．It serves directly to assist a rapid distribution of goods at reasonable prices, thereby establishing a firm home market and so making it possible to provide for export at competitive prices．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 labor, 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．

1．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．a(chǎn)dvertising costs money like everything else

       D．it is worthwhile to spend money on advertising

2．In the passage, which of the following is not included in the advantage of advertising?

       A．Securing greater fame．                       B．Providing more jobs．

       C．Improving living standards．               D．Reducing newspaper cost．

3．According to the author, _____．

       A．the consumers are often fooled by misleading advertising．

       B．no advertiser dare promote a product that can't live up to the promise of his advertisement．

       C．if an article is consistently advertised, it probably has good value．

       D．with advertisements, you have to pay more for the goods or services you need．

4．From the passage, we can draw a conclusion that____．

       A．the most importance of advertisements is to lower the cost of many services

       B．the twenty-seven Acts of Parliament made misleading advertisements unable to exist

       C．a(chǎn)dvertising assists a rapid distribution of goods, thereby do good to the import at good prices

       D．a(chǎn)dvertising does a lot for the material benefit of the community