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Passage 9                                                                                                                       看点评

    Money spent on advertising is money spent as swell 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 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 advertisement your daily newspaper would cost four times as much, your price of television program would need to be doubled, and travel by bus or subway would cost more.
   
    And perhaps the 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 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 but the poor goods more than once.  If you see the product frequently advertised, it is the proof I know that the product does what it promised for it, and that it has good value.
   
    Advertising does more for the good of the public than 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--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. advertising costs more money than anything else
D. money spent on advertising is worth spending

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 costs.

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 buyer's attention
C. correct in telling the difference between persuasion and informing
D. obviously unfair in his views on advertising.

4. In the writer's opinion, __________.
A. advertising can seldom bring material interest 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


  Score =   

Correct answers:
                                 
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点评:

    本篇阅读训练共四道题,其中有三道题涉及到作者的基本观点和立场,若能在阅读中正确理解和把握作者的基本观点和立场,题目便能做对,若不能,则四道题全错。在一次练习中,一个班有十四人没有作对一道题。

    本篇文章篇幅较长,有些生词和不熟悉的表达法,第一遍阅读时,考生容易陷在词句中,茫然不知作者所云。此时若动笔答题,非出错不可。此时应当跳出词句,以段落为单位回顾一下全文,你会发现:
第一段:作者介绍广告的优点用途。
第二段:广告业有正规管理,虚假广告不会长久。
第三段:反驳一个著名电视人的不利于广告的言论。
......
作者的态度与立场已清晰可辩:支持广告业。一旦有了这一认识,四道题迎刃而解。

提示:

    考生既要看到树木, 更要看到森林;要跳出一词一句,而俯瞰全文;要通读全文,通篇理解。此篇虽未考察中心意思,或最佳题目,但同样考察对全文主旨大意的理解和把握。

 

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