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 （碘处理） 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 （报复） 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．are not allowed to be mentioned in the advertisement． Stricter laws should be made to protect every producers'and consumers'benefits．

Answer 1

分析 短文主要对过去和现在的广告进行对比．

解答 71．information，根据句子It was seen more as a medium to inform the buyers rather than persuade them to buy．可知过去的广告是用来告知买家的一种媒介，因此过去的广告是用来提供信息的，因此答案为名词"信息"information．
72．competition，根据句子The present day marketers see advertisement as a medium to damage the image of their competitors and their products可知现在的广告被用作一种不公平的竞争．
73．misuse，根据文章提及an advertisement war between the marketers of different consumer goods可知现在的广告是不同产品的市场营销人采用的一种战争，因此以下列举的都是对广告的不正确使用．
74．Examples/Cases，根据句子A few such cases are given below 可知列举的是一些案例，故答案为Examples/Cases．
75．referred，根据文章中 the one sold in blue colour bottles （the reference was to Parachute coconut oil）可知蓝色瓶子指的是Parachute coconut oil，因此使用动词短语refer to．
76．transferred，根据句子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，根据句子 those who were quality conscious should deal with it with caution可知Tata提醒消费者要注意质量，因此使用动词短语be cautious/careful about"小心，注意"． 
78．preference，根据句子Their advertisement gave the idea that the cricketers preferred only Pepsi可知百事在电视上播放那么多广告，让人以为板球运动员偏爱百事，have a preference for sth．"偏爱…"． 
79．comparison，根据句子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）．可知它们声称Brand C材料成本相对比起Brand H更贵，因此使用短语in comparison with"相对比起…"．
80．Competitors'，根据句子Any marketer should only speak about his products and not about his competitors'products可知市场营销人员不能在广告中提到竞争者的产品．

点评 解答任务型阅读理解题，首先对原文材料迅速浏览，掌握全文的主旨大意．因为阅读理解题一般没有标题，所以，速读全文，抓住中心主旨很有必要，在速读的过程中，应尽可能多地捕获信息材料．其次，细读题材，各个击破．掌握全文的大意之后，细细阅读每篇材料后的问题，弄清每题要求后，带着问题，再回到原文中去寻找、捕获有关信息．最后，要善于抓住每段的主题句，阅读时，要有较强的针对性．对于捕获到的信息，要做认真分析，仔细推敲，理解透彻，只有这样，针对题目要求，才能做到稳、准．