Unit 11课时跟踪练(三) Lesson 2 & Lesson 3 - Pre-reading

　　Ⅰ.阅读理解

　　A

　　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 with the message that there were fewer calories in every slice. It turned out that the bread was not dietetic, but just regular bread. There were fewer calories because it was sliced very thin, but there was 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.

　　语篇解读：广告的吸引力有积极影响也有消极影响，但买不买商品最终决定权在消费者手中。

　　1．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

　　解析：选D　推理判断题。从第一段看出，广告能说服人购买没有价值的产品就是因为它能投其所好，抓住消费者的购买心理。故选D。

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

A．thin slices of bread could contain more calories