【核心詞匯】

      distribution n. 1 分配, 分發(fā)；配給物 2 銷售 3 發(fā)行
      [例] The distribution of the paper is 7000 . 該報(bào)的銷售量為7000 份。
      [同義] allocation
      [派生] distribute vt. 分發(fā), 分配, 分類, 分區(qū) v. 分發(fā)

      thereby adv. 1 因此, 從而 2 在那方面, 在那附近
      [例] He became a citizen, thereby gaining the right to vote. 他成了公民，因此有投票權(quán)。

      enormously adv. 1 非常地2 巨大地
      [例] I'm enormously grateful for your help. 我萬(wàn)分感謝你的幫助。

      effective adj. 1 有效的；被實(shí)施的 2 給人深刻印象, 有生力量
      [例] The law is effective immediately. 這項(xiàng)法律立即生效
      [反義] ineffective adj. 無(wú)效的, (指人)工作效率低的
      [派生] effect n. 1 結(jié)果, 效果 2 作用, 影響, 印象
      vt. 實(shí)現(xiàn), 達(dá)到(目的等)

      guarantee n. 1 保證, 保證書(shū), 擔(dān)保 2 抵押品 vt. 保證, 擔(dān)保
      [例] Lack of interest is a guarantee of failure. 缺乏興趣肯定會(huì)導(dǎo)致失敗
      [同義] assure , certify, endorse , pledge , promise, secure , sponsor, swear , warrant
      [固定搭配] bank guarantee 銀行擔(dān)保；bid guarantee 投標(biāo)擔(dān)保, 承包擔(dān)保；

      promote vt. 1 促進(jìn), 發(fā)揚(yáng) 2 提升, 提拔, 晉升為
      [例] Our teacher has been promoted to headmaster. 我們的老師已被提升為校長(zhǎng)了。
      [反義] degrade v. (使)降級(jí), (使)墮落, (使)退化
      [派生] promotion n. 1 促進(jìn), 發(fā)揚(yáng)2 提升, 提拔, 晉升

      inferioradj. 1 下等的, 下級(jí)的, 差的, 次的 2 自卑的, 劣等的
      [例] Captain is an inferior rank to major.上尉是低于少校的一個(gè)官階
      [同義] lesser , lower , secondary, subordinate , worse
      [反義] superior n. 長(zhǎng)者, 高手, 上級(jí) adj. 較高的, 上級(jí)的, 上好的, 出眾的, 高傲的
      [固定搭配] be inferior to 在....之下; 次于; 不如；be sb.'s inferior in 在....方面不及某人；
      inferior by comparison 相形見(jiàn)絀

      proof n. 1 證據(jù), 試驗(yàn), 考驗(yàn) 2[印刷]校樣
      adj. 1 不能透入的2 證明用的, 防...的；有耐力的
      vt. 1 檢驗(yàn), 校對(duì)2 使不被穿透
      [例] Is what you say a guess or have your proof? 你所說(shuō)的是猜測(cè)還是有證據(jù)呢？
      [同義] evidence

      excessively adv. 過(guò)分地, 非常地
      [例] "Besides, excessively large masses of human beings working in a single gigantic building overburden public transportation." "此外,許許多多的人在一幢大樓里上班工作,加重了公共交通的負(fù)擔(dān)。"
      [派生] excess n. 過(guò)度, 剩于, 無(wú)節(jié)制, 超過(guò) adj. 過(guò)度的,額外的

      distinction n. 1 區(qū)別, 差別, 級(jí)別；特性 2 聲望, 顯赫
      [例] A distinction should be made between the primary and secondary contradictions.
      要區(qū)分主要矛盾和次要矛盾。
      [派生] distinct adj. 清楚的, 明顯的, 截然不同的, 獨(dú)特的

【真題原文】

      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.

【原文翻譯】

      花錢(qián)做廣告是我所知道的非常好的花錢(qián)方式。它直接幫助貨物以合理的價(jià)格快速配送出去，以此在國(guó)內(nèi)市場(chǎng)站穩(wěn)腳跟,并可能以有競(jìng)爭(zhēng)力的價(jià)格提供出口。通過(guò)吸引人關(guān)注新的概念，廣告在很大程度上幫助提高生活的標(biāo)準(zhǔn)；通過(guò)幫助增加需求,廣告確保了對(duì)勞動(dòng)力的需求的增長(zhǎng)，這不失為對(duì)抗失業(yè)的有效方法。廣告也降低了許多服務(wù)的成本：沒(méi)有廣告，你的每天的報(bào)紙的價(jià)格會(huì)提高三倍，你的電視許可證的價(jià)格會(huì)翻番，公共汽車和地鐵的費(fèi)用會(huì)上漲20% 。

      可能比較重要的是，廣告對(duì)人所購(gòu)買(mǎi)的產(chǎn)品和服務(wù)提供了一種理性價(jià)值的保障。國(guó)會(huì)有27 項(xiàng)法案是針對(duì)廣告的，此外，正式的廣告公司不敢推銷那些無(wú)法兌現(xiàn)承諾的商品。通過(guò)誤導(dǎo)性的廣告可能會(huì)短暫的愚弄一些人，但這不會(huì)長(zhǎng)久，因?yàn)楣�眾的眼光是敏銳的 ，他們決不會(huì)再上劣質(zhì)商品的當(dāng)。如果你看到一個(gè)商品一直在做廣告，這就是名副其實(shí)的比較好證明，證明它的質(zhì)量很好。

      廣告對(duì)社會(huì)物質(zhì)利益的貢獻(xiàn)比我所知道的其他任何東西的貢獻(xiàn)都要大。

      還有一點(diǎn)需要指出的是，比較近我聽(tīng)說(shuō)一位著名的電視人宣稱他反對(duì)廣告，因?yàn)樗�認(rèn)為廣告并不提供信息，而是勸人去購(gòu)買(mǎi)。他的區(qū)分過(guò)分的精細(xì)了，廣告當(dāng)然是勸人買(mǎi)東西的。

      如果廣告僅僅是用來(lái)提供信息——即使這一點(diǎn)能夠做到，那也是很困難的。因?yàn)榧词故且粋�(gè)細(xì)節(jié)，比如襯衣的顏色，也有勸人購(gòu)買(mǎi)的因素在里面——這樣的廣告就太乏味了，沒(méi)有人會(huì)注意。但也許那就是這位著名的電視人要的。

      例如，人們?cè)缫蚜私獾�，完全剝奪其睡眠對(duì)老鼠具有100%的致命性，然而，在檢查老鼠尸體時(shí)，這些動(dòng)物看上去完全正常。一研究人員已闡明這些動(dòng)物死亡原因的奧秘。老鼠患血液細(xì)菌感染，似乎他們的免疫系統(tǒng)（抵抗疾病的自我保護(hù)機(jī)制）已崩潰。