Question

英语二补充

二、Reading（3道小题，共15分）
Advertisement can be thought of “as the means of making known in order to buy or sell goods or services”. Advertisement aims to increase people’s awareness and arouse interest. It tries to inform and to persuade. The media are all used to spread the message. The press offers a fairly cheap method, and magazines are used to reach special sections of the market. The cinema and commercial radio are useful for local market. Television, although more expensive, can be very effective. Public notices are fairly cheap and more permanent in their power of attraction. Other ways of increasing consumer interest are through exhibitions and trade fairs as well as direct mail advertisement. There can be no doubt that the growth in advertisement is one of the most striking features of the western world in this century. Many businesses such as those handling frozen foods, liquor, tobacco and medicines have been built up largely by advertisement. We might ask whether the cost of advertisement is paid for by the producer or by the customer. Since advertisement forms part of the cost of production, which has to be covered by the selling price, it is clear that it is the customer who pays for advertisement. However, if large scale advertisement leads to increased demand, production costs are reduced, and the customer pays less. It is difficult to measure exactly the influence of advertisement on sales. When the market is growing, advertisement helps to increase demand. When the market is shrinking, advertisement may prevent a bigger fall in sales than would occur without its support. What is clear is that businesses would not pay large sums for advertisement if they were not convinced of its value to them.
1. Advertisement is often used to _____.
A) deceive customers
B) increase production
C) arouse suspicion
D) push the sale
2. The word “media”（in the first paragraph）includes _____.
A) the press
B) television
C) radio
D) all of the above
3. Advertisement is mainly paid for by _____.
A) the customer
B) the producer
C) increased sales
D) reduced prices
4. Advertisement can increase demand _____.
A) all the time
B) in any circumstances
C) in a growing market
D) in a shrinking market
5. From the last sentence of this passage we conclude that _____.
A) businesses usually do not pay much for advertisement
B) businessmen know well that advertisement could bring them more profits
C) advertisement could hardly convince people of the value of the goods
D) advertisement usually cost businesses large amounts of money

Answer 1

Advertisement is often used to _____.
答案：D) push the sale （促销）
分析：该题考查对句子的理解。
从行文中的 Advertisement aims to increase people's awareness（增加人们的认知） and arouse interest（唤起兴趣）. It tries to inform and to persuade（极力提供信息并使人相信）， 可以看出广告的目的是用来“促销”的。
A) deceive customers 欺骗顾客
B) increase production 增加生成
C) arouse suspicion 引起怀疑
2. The word “media”（in the first paragraph）includes _____.
答案： D) all of the above
分析：本题考查对段落的归纳能力
The media are all used to spread the message. The press offers a fairly cheap method, and magazines are used to reach special sections of the market. The cinema and commercial radio are useful for local market. Television, although more expensive, can be very effective. Public notices are fairly cheap and more permanent in their power of attraction.
本段中有几个关键词汇：spread the message（传播信息）、the press（新闻报道）、magazines （杂志）、The cinema and commercial radio（电影和商业无线电广告）、Television（电视），可见其他三项没有把上述内容全部涵盖进去 。

3. Advertisement is mainly paid for by _____.
答案： A) the customer
分析：根题考查对一段话的整体理解。
We might ask whether the cost of advertisement is paid for by the producer or by the customer. Since advertisement forms part of the cost of production（广告构成产品的部分价格）, which has to be covered by the selling price（不得不把售价包括在内）, it is clear that it is the customer who pays for advertisement（显而易见消费者为广告付费）. However, if large scale advertisement leads to increased demand（大型广告导致购买需求增加）, production costs are reduced（降低产品价格）, and the customer pays less（消费者就少付一些费用）。

4. Advertisement can increase demand _____.
答案： C) in a shrinking market
分析：本题考查对后面句子段落的理解。
It is difficult to measure exactly the influence of advertisement on sales. When the market is growing, advertisement helps to increase demand（旺销市场有助于促进需求）. When the market is shrinking（市场收缩）, advertisement may prevent a bigger fall in sales than would occur without its support（做广告可以比没有广告的支持阻止更大的销售跌落）.

5. From the last sentence of this passage we conclude that _____.
答案： B) businessmen know well that advertisement could bring them more profits
分析：本题是考查对虚拟语气的理解
最后一句 What is clear is that businesses would not pay large sums for advertisement if they were not convinced of its value to them 是个虚拟语气，如果商家确信不了广告的价值，他们就不会付出大价钱去做广告，言外之意指的是他们十分了解广告会给他们带来更多的利润。