歷年考研英語閱讀理解1995年01

[00:04.27]1995 Passage1 [00:11.93]Money spent on advertising is money spent [00:14.56]as well as any I know of. [00:17.19]It serves directly to assist a rapid distribution of goods [00:21.22]at reasonable price, [00:23.03]thereby establishing a firm home market [00:25.65]and so making it possible to provide for export [00:29.28]at competitive prices. [00:31.91]By drawing attention to new ideas [00:34.32]it helps enormously to raise standards of living. [00:37.55]By helping to increase demand it ensures [00:40.57]an increased need for labour, [00:42.79]and is therefore an effective way to fight unemployment. [00:46.73]It lowers the costs of many services: [00:49.62]without advertisements your daily newspaper [00:52.20]would cost four times as much, [00:54.81]the price of your television licence would need to be doubled, [00:58.24]and travel by bus or tube would cost 20 per cent more. [01:03.92]And perhaps most important of all, [01:06.34]advertising provides a guarantee of reasonable value [01:09.96]in the products and services you buy. [01:12.98]Apart from the fact [01:14.30]that twenty-seven acts of Parliament govern [01:17.02]the terms of advertising, [01:18.53]no regular advertiser dare promote a product [01:22.26]that fails to live up to the promise of his advertisements. [01:26.80]He might fool some people for a little while through [01:29.83]misleading advertising. [01:31.54]He will not do so for long, [01:33.45]for mercifully the public has the good sense not to [01:36.78]buy the inferior article more than once. [01:40.62]If you see an article consistently advertised, [01:44.15]it is the surest proof I know that the article does [01:47.48]what is claimed for it, and that it represents good value. [01:52.61]Advertising does more for the material benefit of the community [01:56.95]than any other force I can think of. [02:00.17]There is one more point I feel I ought to touch on. [02:03.39]Recently I heard a well-known television personality declare [02:07.58]that he was against advertising [02:10.01]because it persuades rather than informs. [02:13.34]He was drawing excessively fine distinctions. [02:16.48]Of course advertising seeks to persuade. [02:20.52]If its message were confined merely to information [02:24.04]--and that in itself would be difficult [02:26.13]if not impossible to achieve, [02:29.20]for even a detail such as the choice of the colour of [02:32.45]a shirt is subtly persuasive [02:35.17]--advertising would be so boring [02:37.15]that no one would pay any attention. [02:40.37]But perhaps that is what [02:42.27]the well-known television personality wants.

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