Question

Making an advertisement for television often costs more than a movie. For example, a two – hour movie costs ＄6 million to make. A TV commercial can cost more than ＄6 000 a second. And that does not include cost of paying for air time. Which is more valuable, the program or the ad? In terms of money – and making money is what television is all about – the commercial is by far the more important.
Research, market testing, talent, time and money —— all come together to make us want to buy a product.
No matter how bad we think a commercial is, it works. The sales of Charm went up once the ads began. TV commercials actually buy their way into our head. We, in turn, buy the product.
And the ads work because so much time and attention are given to them. Here are some rules of commercial ad making. If you want to get the low middle – class buyer, make sure the announcer has a though, manly voice. Put some people in the ad who work with their hands. If you want to sell to upper – class audience, make sure that the house,  the furniture, and the hair style are the types that the group identifies  with. If you want the buyer feel superior to the character selling the product, then make that person so stupid or silly that everyone will feel great about himself or herself.
We laugh at commercials. We don’t think we pay that much attention to them. But evidence shows we are kidding ourselves. The making of a commercial that costs so much money is not kid stuff. It’s big, big business. And it’s telling us what to think , what we need, and what to buy. To put simply, the TV commercial is a form of brainwashing.
【小題1】TV commercials are more important than other programs to television because      .

A．they bring in great profits	B．they require a lot of money to make
C．they are not difficult to produce	D．they attract more viewers than other programs

【小題2】The purpose of all the efforts made in turning out TV commercials is         .`

A．to persuade people to buy the product

B．to show how valuable the product is

C．to test the market value of the product

D．to make them as interesting as TV movies

【小題3】From the rules set for making commercial ads, we can see that         .

A．the lower – middle – class buyer likes to work with his hand

B．the more stupid the characters, the more buyers of the product

C．a(chǎn)d designers attract different people with different skills

D．a(chǎn)n upper – class buyer is only interested in houses and furniture

【小題4】It is believed by the writer that         .

A．few people like to watch TV commercials

B．TV commercials are a good guide to buyers

C．TV commercials often make people laugh

D．people do not think highly of TV commercials

【小題5】What does the author actually mean in the last paragraph?

A．He asks TV viewers never to laugh at the TV commercial ads.

B．Commercials are used to show the true value of a product to be sold.

C．TV commercials cost much and they do influence us in one way or another.

D．Brainwashing must be introduced to sell something on TV.

Answer 1

【小題1】A
【小題2】A
【小題3】C
【小題4】D
【小題5】C

解析試題分析：本文敘述了做一個(gè)電視廣告費(fèi)用往往比一部電影的費(fèi)用還高，電視商業(yè)廣告的目的，很明顯是讓消費(fèi)者購(gòu)買(mǎi)產(chǎn)品，目的是為了掙錢(qián)。文中還提到這種廣告對(duì)人們生活的影響。
【小題1】細(xì)節(jié)理解題。根據(jù)In terms of money – and making money is what television is all about – the commercial is by far the more important. 從文章整體來(lái)看，強(qiáng)調(diào)了商業(yè)廣告的是重要的目的是為了掙錢(qián)。故選A。
【小題2】細(xì)節(jié)理解題。根據(jù)Research, market testing, talent, time and money —— all come together to make us want to buy a product. 題干強(qiáng)調(diào)的是電視商業(yè)廣告的目的，很明顯是讓消費(fèi)者購(gòu)買(mǎi)產(chǎn)品。故選A。
【小題3】細(xì)節(jié)理解題。根據(jù)注意題干中有一詞rules，可參看文章第三段，第二句開(kāi)始講述對(duì)不同階層的人電視廣告要采用不同的方法，其目的就是要吸引不同的人購(gòu)買(mǎi)物品。故選C。
【小題4】細(xì)節(jié)理解題。根據(jù)閱讀整篇文章不難看出人們對(duì)電視廣告的態(tài)度并不是很好。故選D。
【小題5】推理判斷題。根據(jù)電視廣告花費(fèi)大和他們以一種方式或另一個(gè)來(lái)影響我們，故選C。
考點(diǎn)：新聞廣告類(lèi)短文閱讀。
點(diǎn)評(píng)：推理判斷題屬于主觀(guān)題，是層次較高的題目。它包括判斷和推理題。這兩類(lèi)題常常相互依存，推理是為了做出正確的判斷，正確的判斷又依賴(lài)于合乎邏輯的推理。該題要求在理解表面文字的基礎(chǔ)上做出判斷和推論，從而得到文章的隱含意思和深層意思，也就是通過(guò)文章中的文字信息，上下邏輯關(guān)系及事物的發(fā)展變化等已知信息，推斷出作者沒(méi)有直接表達(dá)的態(tài)度和觀(guān)點(diǎn)。