学位英语

Advertising

The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people's desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are worthless and a waste of consumers' money.

Sometimes advertising is intentionally misleading. A few years ago a brand of bread was offered to dieters (节食者) with the message that there were fewer calories (热量单位, 大卡 ) in every slice. It turned out that the bread was not dietetic (适合节食的), but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf.

On the positive side, emotional appeals may respond to a consumer's real concerns. Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. But fear of loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising.

Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it? Advertising is intended to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision.

Advertising can persuade the consumer to buy worthless products by

A. stressing their high quality

B. convincing him of their low price

C. maintaining a balance between quality and price

D. appealing to his buying motives

参考答案:D 系统解析:【题 干】广告可以通过__________说服消费者购买没有价值的产品。

A.强调它们的高品质

B.说服他相信低价格

C.维持质量和价格之间的平衡

D.吸引他的购买动机

【解 析】细节题。由题干中的buy worthless products定位至短文第一段的实例，其中“some advertisers have appealed to people’S desire for”和本段主题句中的“the appeal of advertising to buying motives”是本题答案的依据。由此确定D为正确答案。

37

The reason why the bread advertisement is misleading is that

A. thin slices of bread could contain more calories

B. the loaf was cut into regular slices

C. the bread was not genuine bread

D. the total number of calories in the loaf remained the same

参考答案:D 系统解析:【题 干】面包的广告有误导性是因为__________ 。

A.小片面包可能包含更多的热量

B.一条面包被切分成正常的面包片

C.面包并不是真正的面包

D.一条面包里面的总热量是一样的

【解 析】细节题。本题问及第二段关于bread的实例，由该段最后两句中的两个but后对实情的剖析可确定答案。因此D为正确选项。

38

The passage tells us that

A. sometimes advertisements really sell what the consumer needs

B. advertisements occasionally force consumers into buying things they don't need

C. the buying motives of consumers are controlled by advertisements

D. fire insurance is seldom a worthwhile investment

参考答案:A 系统解析:【题 干】本文告知我们 __________。

A.广告有时真正卖的是顾客需要的

B.广告偶尔会强迫顾客购买顾客不需要的

C.顾客的购买动机被广告所控制

D.火险几乎不能成为有价值的投资

【解 析】细节题。A选项和D选项在第三段中，B选项和C选项在最后一段。由第三段第四句排除D，第四段第三句but后的内容排除B，最后一句排除C;选项A概括了第三段的要点，故选A。

39

It can be inferred, from the passage that a smart consumer should

A. think carefully about the benefits described in the advertisements

B. guard against the deceiving nature of advertisements

C. be familiar with various advertising strategies

D. avoid buying products that have strong emotional appeal

参考答案:A 系统解析:【题 干】从文中可以推理得知，一个聪明的消费者__________ 。

A.仔细思考广告中描述的优点

B.警惕广告中的欺骗性

C.熟悉各种各样的广告策略

D.避免购买有强烈感情吸引力的产品

【解 析】推理题。由题干a smart consumer should推定本题涉及最后一段作者对消费者的忠告：广告对消费动机的鼓动作用主要通过对产品各种优点的渲染来体现，明智的消费者主要应冷静分析这些优点(该段第二句)。因此.A为正确选项。

40

The passage is mainly about

A. how to make a wise buying decision

B. ways to protect the interests of the consumer

C. the positive and negative aspects of advertising

D. the function of advertisements in promoting sales

参考答案:C 系统解析:【题 干】本文的主旨是__________。

A.如何作一个明智的购买决策

B.保护顾客利益的方式

C.广告的优劣势

D.促销中广告的功能

【解 析】主旨题。根据上述语篇分析，本文主题十分明确。短文第一句是主题句，据此也可确定答案。故C为正确答案。

（责任编辑：pgl）