The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people’s desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are worthless and a waste of consumers’ money.

Sometimes advertising is intentionally misleading. A few years ago a brand of

bread was offered to dieters (节食者) with the message that there were fewer calories in every slice. It turned out that the bread was not dietetic (适合于节食的), but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf.

　　On the positive side, emotional appeals may respond to a consumer’s real concerns. Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. But fear of loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising.

　　Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it? Advertising is intended to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision.

56. Advertising can persuade the consumer to buy worthless products by _________.

　 A. stressing their high quality

　 B. convincing him of their low price

　 C. maintaining a balance between quality and price

　 D. appealing to his buying motives

57. The reason why the bread advertisement is misleading is that ________.

　 A. thin slices of bread could contain more calories

　 B. the loaf was cut into regular slices

　 C. the bread was not genuine bread

　 D. the total number of calories in the loaf remained the same

58. The passage tells us that _______.

　 A. sometimes advertisements really sell what the consumer needs

　 B. advertisements occasionally force consumers into buying things they don’t need

　 C. the buying motives of consumers are controlled by advertisements

　 D. fire insurance is seldom a worthwhile investment

59. It can be inferred from the passage that a smart consumer should ________.

　 A. think carefully about the benefits described in the advertisements

　 B. guard against the deceiving nature of advertisements

　 C. be familiar with various advertising strategies

　 D. avoid buying products that have strong emotional appeal

60. The passage is mainly about ________.

　 A. how to make a wise buying decision

　 B. ways to protect the interests of the consumer

　 C. the positive and negative aspects of advertising

　 D. the function of advertisements in promoting sales

The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people’s desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are worthless and a waste of consumers’ money.
Sometimes advertising is intentionally misleading. A few years ago a brand of
bread was offered to dieters (节食者) with the message that there were fewer calories in every slice. It turned out that the bread was not dietetic (适合于节食的), but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf.
　　On the positive side, emotional appeals may respond to a consumer’s real concerns. Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. But fear of loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising.
　　Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it? Advertising is intended to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision.
56. Advertising can persuade the consumer to buy worthless products by _________.
　 A. stressing their high quality
　 B. convincing him of their low price
　 C. maintaining a balance between quality and price
　 D. appealing to his buying motives
57. The reason why the bread advertisement is misleading is that ________.
　 A. thin slices of bread could contain more calories
　 B. the loaf was cut into regular slices
　 C. the bread was not genuine bread
　 D. the total number of calories in the loaf remained the same
58. The passage tells us that _______.
　 A. sometimes advertisements really sell what the consumer needs
　 B. advertisements occasionally force consumers into buying things they don’t need
　 C. the buying motives of consumers are controlled by advertisements
　 D. fire insurance is seldom a worthwhile investment
59. It can be inferred from the passage that a smart consumer should ________.
　 A. think carefully about the benefits described in the advertisements
　 B. guard against the deceiving nature of advertisements
　 C. be familiar with various advertising strategies
　 D. avoid buying products that have strong emotional appeal
60. The passage is mainly about ________.
　 A. how to make a wise buying decision
　 B. ways to protect the interests of the consumer
　 C. the positive and negative aspects of advertising
　 D. the function of advertisements in promoting sales

根据短文内容，从短文后的选项中选出能填入空白处的最佳选项。选项中有两项为多余选项。

    Over the last 25 years, British society has changed a great deal – or at least many parts of it have．  1  ．Ideas about social class – whether a person is “working - class” or “middle - class” – are one area in which changes have been extremely slow．

    In the past, the working – class tended to be paid less than middle – class people．The trypical working man would collect his wages on Friday evening and then, it was widely believed, having given his wife her "housekeeping", would go out and squander the rest on beer and betting．

    The old style of what a middle-class man did with his money was perhaps nearer the truth．He was-and still is - inclined to take a longer-term view．Not only did he regard buying a house as a most important thing, but he also considered the education of his children as extremely important．     2    ．Only in very few cases did workers have the opportunity （or the education and training） to make such long-term plans．

3   　．In a large number of cases factory workers earn as much as their middle – class supervisors （管理者）．Social security and laws to improve century, have made it less necessary than before to worry about "tomorrow"．Working-class people seem slowly to be losing the feeling of inferiority（自卑感）．In fact there has been a growing tendency in the past few years for the middle-classes to feel slightly ashamed of their position．

4    ．They generally tend to share very similar tastes in music and clothes, they spend their money in having a good time, and save for holidays or longer-term plans when necessary．There seems to be much less difference than in precious generations．   5   ．As long as this gap exists, there will always be a possibility that new conflicts and jealousies will emerge, or rather that the old conflicts will re-appear, but between different groups．

A．Nowadays, a great deal has changed

B．Both of these provided him and his family with security

C．As a result, differences in life – styles and attitudes came into existence

D．However, we still have a wide gap between the well – paid and the low - paid

E．In recent years, the working – class people have begun to design long – term plans

F．In some ways, however, very little has changed, particularly where attitudes are concerned

G．The changes in both life – styles and attitudes are probably most easily seen amongst younger people

　　Decision-thinking is not unlike. It often matters not only what you think, but also what others think you think and what you think they think you think. The mental process（过程） is similar. Naturally, this card game has often been of considerable interest to people who are, by any standards, good thinkers.
　　The great mathematician John von Neumann was one of the founders of game theory. In particular, he showed that all games fall into two classes; there are what he called games of 'perfect information', games like chess where the players can't hide anything or play tricks; they don't win by chance, but by means of logic and skills. Then there are games of 'imperfect information', like poker, in which it is impossible to know in advance that one course of action is better than another.
　　One mistaken idea about business is that it can be treated as a game of perfect information. Quite the reverse, business and life itself are games which we must normally play with very imperfect information. Business decisions are often made with many unknown and unknowable factors（因素）, as best poker players. But few business people find it comfortable to admit that they are taking a chance, and many still prefer to believe that they are playing chess, not poker.
49．The subject discussed in this text is _________.
　　A．the process of reaching decisions
　　B．the difference between poker and chess.
　　C．the secret of making good business plans
　　D．the value of information in winning games
50．An important factor in a game of imperfect information is ___________.
　　A．rules               B．luck         C．time               D．ideas
51．Which of the following can be used in place of "Quite the reverse"?
　　A．Quite right.                   B．True enough.
　　C．Most unlikely.                      D．Just the opposite.
52．In the writer's opinion, when making business decisions one should ___________ .
　　A．put perfect information before imperfect information
　　B．accept the existence of unknown factors
　　C．regard business as a game of chess
　　D．mix known and unknown factors