考研英语核心词汇速成胜经Unit 31
一、 真题文章(1995年text 1)
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 prices, 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 labor, 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.
二、 译文
花钱做广告是我所知道的非常好的花钱方式。它直接帮助货物以合理的价格快速配送出去，以此在国内市场站稳脚跟,并可能以有竞争力的价格提供出口。通过吸引人关注新的概念，广告在很大程度上帮助提高生活的标准；通过帮助增加需求,广告确保了对劳动力的需求的增长，这不失为对抗失业的有效方法。广告也降低了许多服务的成本：没有广告，你的每天的报纸的价格会提高三倍，你的电视许可证的价格会翻番，公共汽车和地铁的费用会上涨20% 。
可能最重要的是，广告对人所购买的产品和服务提供了一种理性价值的保障。国会有27项法案是针对广告的，此外，正式的广告公司不敢推销那些无法兑现承诺的商品。通过误导性的广告可能会短暂的愚弄一些人，但这不会长久，因为公众
责任编辑:zhaotingting
