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Part Ⅲ Reading Comprehensinn
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Money spent on advertising is money spent as well as any I know of. It serves directly to assist a rapid distribotion of goods at reasonable price, thereby 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 labour, and is therefore an effective 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 licence would need to be doubled, and travel by bus or tube would cost 20 per cent more.
And perhaps most important of all, advertising provides a guarantee of reasonable value inthe products and services you buy. Apart from the fact that twenty-seven acts of Parliament gov-ern 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 the 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 I can think of.There is one more point I feel I ought to touch on. Recently I heard a well-known televisionpersonality declare 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 colour of a shirt is subtly persuasive----advertising would be so boring that no one would pay any attention. But perhaps that is what the well-known television personality wants.
51 . By the first sentence of the passage the author means that__.
(A) he is fairly familiar with the cost of advertising
(B) everybody knows well that advertising is money consuming
(C) advertising costs money like everything else
(D) it is worthwhile to spend money on advertising
52. In the passage, which of the following is NOT included in the advantages of advertising?
(A) Securing greater fame. (C) Enhancing living standards.
(B) Providing more jobs. (D) Reducing newspaper cost.
53 . The author deems that the well-known TV personality is_.
(A) very precise in passing his judgement on advertising
(B) interested in nothing but the buyers' attention
(C) correct in telling the difference between persuasion and information
(D) obviously partial in his views on advertising
54. In the author's opinton,__.
(A) advertising can seldom bring material benefit to man by providing
(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 advenisement
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