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 labour, 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(国会)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 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 declared 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 colour of a shirt is a bit persuasive (有说服力的)--advertising would be so boring that no one would pay any attention. But perhaps that is what the well-known television person wants.

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 everything else

　 D. money on advertising is worth spending

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.

The writer thinks that the well-known TV person is _____.

　 A. quite right in passing his judgment 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

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

阅读理解

　　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？

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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．advertising costs too much money

B．advertisements can secure greater fame

C．It is worth spending money on advertising

D．advertisements never seek to persuade

4．The attitude of the author about advertising is________．

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