Unit 2
Part One
Money spent on advertising is money spent as well as any I know of. It serves directly to assist a rapid distribution 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 license 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 in the products and services you buy. Apart from the fact that twenty-seven acts of Parliament govern 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 television personality 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 color 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.
1. 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
2. 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.
3 . The author deems that the well-known TV personality is___
（A）very precise in passing his judgment 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
4. In the author's opinion, __.
（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 advertisement
Unit 2（1995）Part 1
重點(diǎn)詞匯：
know of 知道。I don't know him, but I know of him.我不認(rèn)識(shí)他，但聽(tīng)說(shuō)過(guò)他。
live up to 做到；不辜負(fù)。
subtly（精細(xì)地；微妙地），形容詞形式為subtle。
難句解析：
①M(fèi)oney spent on advertising is money spent as well as any I know of.
本句的主干非常簡(jiǎn)單，就是Money is money。重點(diǎn)在于要看清修飾兩個(gè)money的定語(yǔ)，特別是后面一個(gè)修飾語(yǔ)中的as well as。
理解本句在于了解as well as不是“也”的意思，其中的well就是一個(gè)副詞表示“好”，修飾過(guò)去分詞spent，而后面的any指代的是any money。
②It serves directly to assist a rapid distribution of goods at reasonable price, thereby establishing a firm home market and so making it possible to provide for export at competitive prices.
本句的主干是It serves... to assist... distribution...，而thereby后面是兩個(gè)由and連接起來(lái)的分詞短語(yǔ)作補(bǔ)語(yǔ)，里面又有一個(gè)make+it+adj.+to do sth.的結(jié)構(gòu)。
本句的閱讀重點(diǎn)在于理解這幾個(gè)動(dòng)詞之間的邏輯關(guān)系。
③APart from the fact that twenty-seven acts of Parliament govern the terms of advertising, no regular advertiser dare promote a product that fails to live up to the promise of his advertisements.
本句的主干是no regular advertiser dare promote a product，前面是一個(gè)aPart from引導(dǎo)的介詞結(jié)構(gòu)，介詞賓語(yǔ)the fact后面又有一個(gè)同位語(yǔ)從句。在主句中，a product后面是一個(gè)定語(yǔ)從句hat fails to live up to the promise of his advertisements。
注意文中acts指的是“法案”，而live up to表示“實(shí)現(xiàn)，兌現(xiàn)”的意思。另外aPart from在這里是我們通常所說(shuō)的“加法”的“除去”。
④If 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.
本句是一個(gè)條件句，主句的結(jié)構(gòu)比較復(fù)雜，注意I know是一個(gè)非常短的定語(yǔ)從句，修飾proof，而后面的兩個(gè)that引導(dǎo)的是兩個(gè)同位語(yǔ)從句，修飾the surest proof，前面的那個(gè)同位語(yǔ)從句中又有一個(gè)賓語(yǔ)從句。
看清本句的基本結(jié)構(gòu)是閱讀的重點(diǎn)。同時(shí)注意作者對(duì)廣告抱完全肯定的態(tài)度。
⑤If 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.
本句的主句是一個(gè)if引導(dǎo)的虛擬語(yǔ)氣If its message were confined merely to information, advertising would be so boring that no one would pay any attention。兩個(gè)破折號(hào)中間的部分是一個(gè)補(bǔ)充說(shuō)明成分。
看清本句的基本結(jié)構(gòu)是閱讀的重點(diǎn)。注意作者使用了虛擬語(yǔ)氣，顯示了作者認(rèn)為廣告中只出現(xiàn)告知性信息的不可能性。
試題解析：
1．【正確答案】[D]
這句話(huà)可直譯為：將錢(qián)花在廣告上是我所知道的好的花錢(qián)方式之一。意為：將錢(qián)花在廣告上好或很值（worthwhile）。該句的非比較級(jí)形式為：Money spent on advertising is money spent well.在該句中，any指任何一種好的花錢(qián)方式（any money spent well）；know of意為：知道，所了解到的。其實(shí)，該句所陳述的內(nèi)容不僅是第一段的主題思想，也是全文旨在說(shuō)明的問(wèn)題。在第一段的其他部分，作者就列舉了合理的廣告帶來(lái)的諸多方面的益處。
A意為：他對(duì)廣告的價(jià)格了如指掌。這顯然不對(duì)。B意為：眾人皆知做廣告很費(fèi)錢(qián)（money consuming），即：做廣告很貴。C意為：像做其他事一樣，做廣告要花錢(qián)。
2．【正確答案】 [A]
secure在此意為：取得，獲得。A意為：獲得更大知名度。這是原文所未提到的。原文第一段歷數(shù)了廣告所帶來(lái)的諸多益處。它直接有助于產(chǎn)品以合理價(jià)格迅速銷(xiāo)出（distribution），在穩(wěn)定國(guó)內(nèi)市場(chǎng)（home market）的同時(shí)，使產(chǎn)品能以有競(jìng)爭(zhēng)力（competitive）的價(jià)格出口進(jìn)入國(guó)際市場(chǎng)；它給人以新的消費(fèi)觀(guān)，從而大大地提高人們的生活標(biāo)準(zhǔn)；它增加了市場(chǎng)需求（demand），擴(kuò)大了勞動(dòng)力（labour）市場(chǎng)，有效地?cái)U(kuò)大了就業(yè)。它使許多公共事業(yè)的服務(wù)價(jià)格低廉，因?yàn)?，這些服務(wù)都可以利用登廣告所嫌的錢(qián)補(bǔ)貼其經(jīng)營(yíng)費(fèi)用，這使得它們可以降低價(jià)格。
B與原文內(nèi)容相符。C意為：提高生活標(biāo)準(zhǔn)。與原文內(nèi)容相符。D與原文內(nèi)容相符。
3．【正確答案】 [D]
在這一題的提問(wèn)部分，deem意為：認(rèn)為。選擇項(xiàng)D中Partial意為：片面的，不公平的。文章第四段和第五段討論了一個(gè)反對(duì)廣告的電視工作者（television personality）的看法。他反對(duì)廣告的理由是：廣告是勸誘性的（persuade），而不是客觀(guān)地提供信息（inform），但是，作者認(rèn)為：作這種區(qū)別有些過(guò)于細(xì)微了（excessively fine），廣告當(dāng)然要?jiǎng)裾T人們。即使在很小的方面，也很難做到只局限于（confine... to）客觀(guān)地提供信息，而且，那樣的話(huà)，廣告就失去了吸引力，沒(méi)人會(huì)注意它。由此可見(jiàn)，在作者看來(lái)，廣告的這兩方面很難嚴(yán)格地區(qū)別開(kāi)來(lái)，二者是有機(jī)地結(jié)合在一起的，不能顧此失彼。
A意為：準(zhǔn)確地表達(dá)了他對(duì)廣告的評(píng)價(jià)。這里，pass意為：表述，表達(dá)，提出。B意為：只關(guān)心消費(fèi)者的注意力。這里，nothing but意為：只有，除……之外都不。C意為：區(qū)分勸誘與信息提供是有道理的。這里，tell the difference意為：區(qū)分，區(qū)別。
4．【正確答案】 [C]
意為：廣告勸誘消費(fèi)者無(wú)可指責(zé)。作者認(rèn)為，毫無(wú)疑問(wèn)，廣告會(huì)勸誘消費(fèi)者。它不僅是這樣，而且應(yīng)該是這樣，否則，廣告便失去了吸引力而沒(méi)人看了。
A是不對(duì)的。正如第三段所指出的，廣告給社會(huì)（commUnity）帶來(lái)的物質(zhì)利益（material benefit）比其他形式都大。B意為：廣告應(yīng)給人以新的（消費(fèi)）觀(guān)念，而不在于說(shuō)服人。這里，win over意為：說(shuō)服，爭(zhēng)??；rather than意為：而不是?？梢?jiàn)，所表達(dá)的內(nèi)容與原文中作者表達(dá)的觀(guān)點(diǎn)相反。D意為：消費(fèi)者不關(guān)心廣告所提供的信息。這與作者的觀(guān)點(diǎn)也不同，作者僅是說(shuō)：廣告不能僅局限于提供客觀(guān)信息，否則，就無(wú)法吸引消費(fèi)者。
全文翻譯：
花在廣告上的錢(qián)和我所知花在任何別處的錢(qián)一樣值得。它直接有助于商品以合理的價(jià)格銷(xiāo)售，由此建立穩(wěn)固的國(guó)內(nèi)市場(chǎng)，并使商品能以富有競(jìng)爭(zhēng)力的價(jià)格出口。它吸引人們對(duì)新觀(guān)念的注意，極大地提高生活標(biāo)準(zhǔn)。廣告有助于增加市場(chǎng)需求，從而確保對(duì)勞動(dòng)力需求的增加，因此是遏制失業(yè)的一個(gè)有效方法。它降低了多種服務(wù)費(fèi)用，沒(méi)有廣告，每天看的報(bào)紙價(jià)格會(huì)上漲四倍，電視收視費(fèi)會(huì)翻番，公共汽車(chē)或地鐵票也得提高20％以上。
也許最重要的是，廣告為你購(gòu)買(mǎi)的商品或服務(wù)提高了合理的價(jià)值方面的保證。除了國(guó)會(huì)制定的二十七項(xiàng)法案對(duì)廣告詞加以約束之外，沒(méi)有哪個(gè)專(zhuān)職廣告商膽敢推銷(xiāo)與廣告承諾不符的產(chǎn)品。他們或許能通過(guò)誤導(dǎo)性的廣告暫時(shí)愚弄一些人，但時(shí)間不會(huì)太長(zhǎng)，因?yàn)閼c幸的是，公眾有良好的意識(shí)，他們不會(huì)一而再地去購(gòu)買(mǎi)劣質(zhì)商品。如果你看到一種商品不斷地打廣告，我認(rèn)為這是最可靠的證明，即此商品一定與其宣傳名副其實(shí)，一定體現(xiàn)良好的價(jià)值。
廣告給社會(huì)帶來(lái)的物質(zhì)利益比任何我所能想到的方式都多。我覺(jué)得有一點(diǎn)還得談一談。最近我聽(tīng)到一位電視人宣稱(chēng)他反對(duì)廣告，因?yàn)閺V告意在勸誘而非提供信息。他把兩者區(qū)分得過(guò)于細(xì)微，因?yàn)閺V告不可避免地要?jiǎng)裾f(shuō)消費(fèi)者。
如果廣告的內(nèi)容僅僅限于提供信息（雖說(shuō)這不是不可能做到的，但它本身也是很難做的，因?yàn)槟呐率翘粢r衫顏色這樣的細(xì)節(jié)也帶有幾分勸誘性），那會(huì)令人生厭，以致沒(méi)人再去理會(huì)。但也許這就是那位電視人所希望看到的。
Part One
Money spent on advertising is money spent as well as any I know of. It serves directly to assist a rapid distribution 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 license 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 in the products and services you buy. Apart from the fact that twenty-seven acts of Parliament govern 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 television personality 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 color 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.
1. 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
2. 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.
3 . The author deems that the well-known TV personality is___
（A）very precise in passing his judgment 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
4. In the author's opinion, __.
（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 advertisement
Unit 2（1995）Part 1
重點(diǎn)詞匯：
know of 知道。I don't know him, but I know of him.我不認(rèn)識(shí)他，但聽(tīng)說(shuō)過(guò)他。
live up to 做到；不辜負(fù)。
subtly（精細(xì)地；微妙地），形容詞形式為subtle。
難句解析：
①M(fèi)oney spent on advertising is money spent as well as any I know of.
本句的主干非常簡(jiǎn)單，就是Money is money。重點(diǎn)在于要看清修飾兩個(gè)money的定語(yǔ)，特別是后面一個(gè)修飾語(yǔ)中的as well as。
理解本句在于了解as well as不是“也”的意思，其中的well就是一個(gè)副詞表示“好”，修飾過(guò)去分詞spent，而后面的any指代的是any money。
②It serves directly to assist a rapid distribution of goods at reasonable price, thereby establishing a firm home market and so making it possible to provide for export at competitive prices.
本句的主干是It serves... to assist... distribution...，而thereby后面是兩個(gè)由and連接起來(lái)的分詞短語(yǔ)作補(bǔ)語(yǔ)，里面又有一個(gè)make+it+adj.+to do sth.的結(jié)構(gòu)。
本句的閱讀重點(diǎn)在于理解這幾個(gè)動(dòng)詞之間的邏輯關(guān)系。
③APart from the fact that twenty-seven acts of Parliament govern the terms of advertising, no regular advertiser dare promote a product that fails to live up to the promise of his advertisements.
本句的主干是no regular advertiser dare promote a product，前面是一個(gè)aPart from引導(dǎo)的介詞結(jié)構(gòu)，介詞賓語(yǔ)the fact后面又有一個(gè)同位語(yǔ)從句。在主句中，a product后面是一個(gè)定語(yǔ)從句hat fails to live up to the promise of his advertisements。
注意文中acts指的是“法案”，而live up to表示“實(shí)現(xiàn)，兌現(xiàn)”的意思。另外aPart from在這里是我們通常所說(shuō)的“加法”的“除去”。
④If 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.
本句是一個(gè)條件句，主句的結(jié)構(gòu)比較復(fù)雜，注意I know是一個(gè)非常短的定語(yǔ)從句，修飾proof，而后面的兩個(gè)that引導(dǎo)的是兩個(gè)同位語(yǔ)從句，修飾the surest proof，前面的那個(gè)同位語(yǔ)從句中又有一個(gè)賓語(yǔ)從句。
看清本句的基本結(jié)構(gòu)是閱讀的重點(diǎn)。同時(shí)注意作者對(duì)廣告抱完全肯定的態(tài)度。
⑤If 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.
本句的主句是一個(gè)if引導(dǎo)的虛擬語(yǔ)氣If its message were confined merely to information, advertising would be so boring that no one would pay any attention。兩個(gè)破折號(hào)中間的部分是一個(gè)補(bǔ)充說(shuō)明成分。
看清本句的基本結(jié)構(gòu)是閱讀的重點(diǎn)。注意作者使用了虛擬語(yǔ)氣，顯示了作者認(rèn)為廣告中只出現(xiàn)告知性信息的不可能性。
試題解析：
1．【正確答案】[D]
這句話(huà)可直譯為：將錢(qián)花在廣告上是我所知道的好的花錢(qián)方式之一。意為：將錢(qián)花在廣告上好或很值（worthwhile）。該句的非比較級(jí)形式為：Money spent on advertising is money spent well.在該句中，any指任何一種好的花錢(qián)方式（any money spent well）；know of意為：知道，所了解到的。其實(shí)，該句所陳述的內(nèi)容不僅是第一段的主題思想，也是全文旨在說(shuō)明的問(wèn)題。在第一段的其他部分，作者就列舉了合理的廣告帶來(lái)的諸多方面的益處。
A意為：他對(duì)廣告的價(jià)格了如指掌。這顯然不對(duì)。B意為：眾人皆知做廣告很費(fèi)錢(qián)（money consuming），即：做廣告很貴。C意為：像做其他事一樣，做廣告要花錢(qián)。
2．【正確答案】 [A]
secure在此意為：取得，獲得。A意為：獲得更大知名度。這是原文所未提到的。原文第一段歷數(shù)了廣告所帶來(lái)的諸多益處。它直接有助于產(chǎn)品以合理價(jià)格迅速銷(xiāo)出（distribution），在穩(wěn)定國(guó)內(nèi)市場(chǎng)（home market）的同時(shí)，使產(chǎn)品能以有競(jìng)爭(zhēng)力（competitive）的價(jià)格出口進(jìn)入國(guó)際市場(chǎng)；它給人以新的消費(fèi)觀(guān)，從而大大地提高人們的生活標(biāo)準(zhǔn)；它增加了市場(chǎng)需求（demand），擴(kuò)大了勞動(dòng)力（labour）市場(chǎng)，有效地?cái)U(kuò)大了就業(yè)。它使許多公共事業(yè)的服務(wù)價(jià)格低廉，因?yàn)?，這些服務(wù)都可以利用登廣告所嫌的錢(qián)補(bǔ)貼其經(jīng)營(yíng)費(fèi)用，這使得它們可以降低價(jià)格。
B與原文內(nèi)容相符。C意為：提高生活標(biāo)準(zhǔn)。與原文內(nèi)容相符。D與原文內(nèi)容相符。
3．【正確答案】 [D]
在這一題的提問(wèn)部分，deem意為：認(rèn)為。選擇項(xiàng)D中Partial意為：片面的，不公平的。文章第四段和第五段討論了一個(gè)反對(duì)廣告的電視工作者（television personality）的看法。他反對(duì)廣告的理由是：廣告是勸誘性的（persuade），而不是客觀(guān)地提供信息（inform），但是，作者認(rèn)為：作這種區(qū)別有些過(guò)于細(xì)微了（excessively fine），廣告當(dāng)然要?jiǎng)裾T人們。即使在很小的方面，也很難做到只局限于（confine... to）客觀(guān)地提供信息，而且，那樣的話(huà)，廣告就失去了吸引力，沒(méi)人會(huì)注意它。由此可見(jiàn)，在作者看來(lái)，廣告的這兩方面很難嚴(yán)格地區(qū)別開(kāi)來(lái)，二者是有機(jī)地結(jié)合在一起的，不能顧此失彼。
A意為：準(zhǔn)確地表達(dá)了他對(duì)廣告的評(píng)價(jià)。這里，pass意為：表述，表達(dá)，提出。B意為：只關(guān)心消費(fèi)者的注意力。這里，nothing but意為：只有，除……之外都不。C意為：區(qū)分勸誘與信息提供是有道理的。這里，tell the difference意為：區(qū)分，區(qū)別。
4．【正確答案】 [C]
意為：廣告勸誘消費(fèi)者無(wú)可指責(zé)。作者認(rèn)為，毫無(wú)疑問(wèn)，廣告會(huì)勸誘消費(fèi)者。它不僅是這樣，而且應(yīng)該是這樣，否則，廣告便失去了吸引力而沒(méi)人看了。
A是不對(duì)的。正如第三段所指出的，廣告給社會(huì)（commUnity）帶來(lái)的物質(zhì)利益（material benefit）比其他形式都大。B意為：廣告應(yīng)給人以新的（消費(fèi)）觀(guān)念，而不在于說(shuō)服人。這里，win over意為：說(shuō)服，爭(zhēng)??；rather than意為：而不是?？梢?jiàn)，所表達(dá)的內(nèi)容與原文中作者表達(dá)的觀(guān)點(diǎn)相反。D意為：消費(fèi)者不關(guān)心廣告所提供的信息。這與作者的觀(guān)點(diǎn)也不同，作者僅是說(shuō)：廣告不能僅局限于提供客觀(guān)信息，否則，就無(wú)法吸引消費(fèi)者。
全文翻譯：
花在廣告上的錢(qián)和我所知花在任何別處的錢(qián)一樣值得。它直接有助于商品以合理的價(jià)格銷(xiāo)售，由此建立穩(wěn)固的國(guó)內(nèi)市場(chǎng)，并使商品能以富有競(jìng)爭(zhēng)力的價(jià)格出口。它吸引人們對(duì)新觀(guān)念的注意，極大地提高生活標(biāo)準(zhǔn)。廣告有助于增加市場(chǎng)需求，從而確保對(duì)勞動(dòng)力需求的增加，因此是遏制失業(yè)的一個(gè)有效方法。它降低了多種服務(wù)費(fèi)用，沒(méi)有廣告，每天看的報(bào)紙價(jià)格會(huì)上漲四倍，電視收視費(fèi)會(huì)翻番，公共汽車(chē)或地鐵票也得提高20％以上。
也許最重要的是，廣告為你購(gòu)買(mǎi)的商品或服務(wù)提高了合理的價(jià)值方面的保證。除了國(guó)會(huì)制定的二十七項(xiàng)法案對(duì)廣告詞加以約束之外，沒(méi)有哪個(gè)專(zhuān)職廣告商膽敢推銷(xiāo)與廣告承諾不符的產(chǎn)品。他們或許能通過(guò)誤導(dǎo)性的廣告暫時(shí)愚弄一些人，但時(shí)間不會(huì)太長(zhǎng)，因?yàn)閼c幸的是，公眾有良好的意識(shí)，他們不會(huì)一而再地去購(gòu)買(mǎi)劣質(zhì)商品。如果你看到一種商品不斷地打廣告，我認(rèn)為這是最可靠的證明，即此商品一定與其宣傳名副其實(shí)，一定體現(xiàn)良好的價(jià)值。
廣告給社會(huì)帶來(lái)的物質(zhì)利益比任何我所能想到的方式都多。我覺(jué)得有一點(diǎn)還得談一談。最近我聽(tīng)到一位電視人宣稱(chēng)他反對(duì)廣告，因?yàn)閺V告意在勸誘而非提供信息。他把兩者區(qū)分得過(guò)于細(xì)微，因?yàn)閺V告不可避免地要?jiǎng)裾f(shuō)消費(fèi)者。
如果廣告的內(nèi)容僅僅限于提供信息（雖說(shuō)這不是不可能做到的，但它本身也是很難做的，因?yàn)槟呐率翘粢r衫顏色這樣的細(xì)節(jié)也帶有幾分勸誘性），那會(huì)令人生厭，以致沒(méi)人再去理會(huì)。但也許這就是那位電視人所希望看到的。