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E Advertisers tend to think big and perhaps this is why they’re always coming in for criticism. Their critics seem to resent them because they have a flair for selfpromotion and because they have so much money to throw around. “It’s iniquitous,” they say, “that this entirely unproductive industry (if we can call it that) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods After all, it’s the consumer who pays...” The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods derives largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of the ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement. Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall or reading railway bylaws while waiting for a train Would you like to read only closely printed columns of news in your daily paper A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of calamities. We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programs is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price! Another thing we mustn’t forget is the “small ads” which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the “hatch, match and dispatch” column but by far the most fascinating section is the personal or “agony” column. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is! Which of the following is Not True（）
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D Ranch. It was near Los Angeles in California. A few years later Hollywood was one of the famous places in the world. At the beginning of the 20th century there was a big farm called Hollywood. From the 1910’s to the 1950’s, Hollywood was the film center of the world. Every family knew the names of its film stars—Charlie Chaplin, Greta Garbo, Bergman and hundreds more. The reason why people went to Hollywood to make films was the sun. At first, people made films in New York on the east coast of the United States. But then they heard about Los Angeles, where there are 350 days of the sun every year. As they made all the films by sunlight, the west coast was a much better place to work. Also near Hollywood you can find mountains and sea and desert. They did not have to travel far to make any kind of film. When TV became popular, Hollywood started making films for television. Then in the 1970’s they discovered people still went to the cinema to see big expensive films. Nowadays they are still making films in Hollywood and people see them all over the world. People went to Hollywood to make films because （）.
His package looks pretty, people will buy just about anything. So says an advertising executive in New York, and he has proved his point by selling boxes of rubbish for the price of an expensive bottle of wine. Justin Gignac, 26, has sold almost 900（1）presented plastic boxes of rubbish from the street of the Big Apple at between ＄50 and ＄100 each. Buyers from 19 countries have paid for the souvenirs(纪念品). The idea has been so successful that he is thinking of promoting it around the world. It all began when Mr. Gignac was at a summer workshop. "We had a discussion about his importance of （2）," he recalls. "Someone said packaging was unimportant. I disagreed. The only way to prove it was by selling something nobody would ever want." He searches the streets of Manhattan and typical（3） include broken glass, subway tickets, Starbucks cups and used（4）forks. "Special editions" are offered at a high price. He charged ＄100 for rubbish from the opening day of the New York Yankees stadium. Mr. Gignac denies（5）his customers for fools: "They know what they're getting. They appreciate the fact that they're taking something nobody would want and finding beauty in it." Some（6）customers include people who used to live in the city and want a down to earth souvenir. He claims he has even sold to art collectors. Realizing that the concept appears to be a real moneymaker, Mr. Gignac has（7）a company and is employing his girlfriend as vice president. He（8）to discuss his profit margins: "Its actually quite a lot of effort putting them together-but yet, garbage is free."Mr. Gignac is considering more varieties of souvenirs. He maintains that he has signed（9）with people interested in（10）projects from as far as Berlin and London. 第（3）空应选择（）
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D From the health point of view we are living in a marvelous age. We are immunized from birth against many of the most dangerous diseases. A large number of once fatal illnesses can now be cured by modern drugs and surgery. It is almost certain that one day remedies will be found for the most stubborn remaining diseases. The expectation of life has increased enormously. But though the possibility of living a long and happy life is greater than ever before, every day we witness the incredible slaughter of men, women and children on the roads. Man versus the motor car! It is a never-ending battle which man is losing. Thousands of people over the world are killed or horribly killed each year and we are quietly sitting back and letting it happen. It has been rightly said that when a man is sitting behind a steering wheel, his car becomes the extension of his personality. There is no doubt that the motor car often brings out a man’s very worst qualities. People who are normally quiet and pleasant may become unrecognizable when they are behind a steering-wheel. They swear, they are ill-mannered and aggressive, willful as two-year-olds and utterly selfish. All their hidden frustrations, disappointments and jealousies seem to be brought to the surface by the act of driving. The surprising thing is that society smiles so benignly on the motorist and seems to condone his behaviour. Everything is done for his convenience. Cities are allowed to become almost uninhabitable because of heavy traffic; towns are made ugly by huge car parks; the countryside is desecrated by road networks; and the mass annual slaughter becomes nothing more than a statistic, to be conveniently forgotten. It is high time a world code were created to reduce this senseless waste of human life. With regard to driving, the laws of some countries are notoriously lax and even the strictest are not strict enough. A code which was universally accepted could only have a dramatically beneficial effect on the accident rate. Here are a few examples of some of the things that might be done. The driving test should be standardized and made far more difficult than it is; all the drivers should be made to take a test every three years or so; the age at which young people are allowed to drive any vehicle should be raised to at least 21; all vehicles should be put through stringent annual tests for safety. Even the smallest amount of alcohol in the blood can impair a person’s driving ability. Present drinking and driving laws (where they exist) should be made much stricter. Maximum and minimum speed limits should be imposed on all roads. Governments should lay down safety specifications for manufacturers, as has been done in the USA. All advertising stressing power and performance should be banned. These measures may sound inordinately harsh. But surely nothing should be considered as severe if it results in reducing the annual toll of human life. After all, the world is for human beings, not motor cars. Which of the following is NOT mentioned as a way against traffic accidents
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