Question

15．Commercial advertisement was once thought of as a technique of the marketers to inform the potential buyers about the availability of certain products．It was seen more as a medium to inform the buyers rather than persuade them to buy．The present day marketers see advertisement as a medium to damage the image of their competitors and their products．This indeed，is an undesirable and an immoral practice．Instead of speaking about their own products，these marketers speak about the drawbacks （often without any basics） of the competing products．
People watching TV advertisements would notice that there has always been an advertisement war between the marketers of different consumer goods．A few such cases are given below．
1．Parachute Coconut Oil vs．V．V．D．Gold
Some time back，the producer of V．V．D Gold Coconut Oil claimed in their TV advertisement that only their products was superior and the one sold in blue colour bottles （the reference was to Parachute coconut oil） was suitable only for un-natural hair．
2．Tata Salt vs．Captain Cook
Tata salt was first iodised （碘處理） salt marketed by an Indian Company．It has been enjoying a good and steady market．Captain Cook，another producer of iodised salt，who entered the market later，had to adopt some strategy to get control of the market．The TV advertisement of Captain Cook stressed on‘Free flow'of their salt when transferred to a container．The producer of Tata Salt retaliated （報復） by saying that the claim of Captain Cook was a trick and those who were quality conscious should deal with it carefully．
3．Pepsi vs．Coco Cola
Coca Cola was selected as the official soft drink for the Wills World Cricket 1996．When the cricket series was on，the marketers of Pepsi constantly advertised on TV．Their advertisement gave the idea that the cricketers liked Pepsi the best and as a matter of fact there was nothing official about it．
4．Horlicks vs．Complan
Sometime back，the TV advertisement of Complan，a health drink directly attacked Horlicks，which has been in the market for several decades．The claim of Complan was that their brand （which according to them was Brand C） has a higher percentage of ingredients （材料） compared to Brand H （reference was nothing but to Horlicks）．
The above examples clearly show how the technique of advertisement is misused by some marketers to ruin the image of their competitors．This，certainly，is not a healthy trend．
Any marketer should only speak about his products and not about his competitors'products．The awareness of consumers has certainly increased over the years and they are no longer easily taken in．There are many consumer products like salt，oil shaving blades etc．But one thing for sure is that offering the same product in a different container will not make the product different．
Mass media like Radio，Television and newspaper should not allow advertisements that tell lies．Legal regulations，in this regard，should also be made stricter．

Comparison of the past and the present
In the past		At present
A technique mainly used for offering information about the products'（46）availability		A trick used as a means of unfair （47）competition
（48）Cases/Examplesgiven	Products	Wrong （49）practice（s）
	V．V．D．Gold	l No product of the kind could （50）matchit．
	Captain Cook	l Captain Cook stressed on their"free flow"when their product was put into a container．
	Tata Salt	l Tata salt warned consumers to be （51）careful．
	Pepsi	l Too much advertisement on TV seemed to say that Pepsi was the cricketers'（52）favorite．
	Complan	l Complan claimed that their product has more ingredients （53）compared  to Brand H．
（54）Solutions	The competitors'products are not （55）allowedto be mentioned in the advertisement． Stricter laws should be made to protect every producers'and consumers'benefits．

Answer 1

分析 短文主要講了現(xiàn)在的商業(yè)廣告被錯誤地用來貶低其他的對手產(chǎn)品，并列舉出幾個例子，最后針對這問題，提出了解決方案．

解答 46．a(chǎn)vailability，細節(jié)理解題，根據(jù)句子Commercial advertisement was once thought of as a technique of the marketers to inform the potential buyers about the availability of certain products可知，商業(yè)廣告以前被認為是告知潛在消費者某一產(chǎn)品的可獲得性，故答案為availability．  
47．competition，推理判斷題，根據(jù)句子The present day marketers see advertisement as a medium to damage the image of their competitors and their products 可知，現(xiàn)在人們把商業(yè)廣告看成是一種競爭． 
48．Cases/Examples，標題歸納題，根據(jù)后面列舉的各個公司的商業(yè)廣告可知，這些是給出的案例．  
49．practice（s），細節(jié)理解題，根據(jù)句子This indeed，is an undesirable and an immoral practice可以，這種對競爭者產(chǎn)品的貶低是一種錯誤的做法．   
 50．match，細節(jié)理解題，根據(jù)句子 that only their products was superior and the one sold in blue colour bottles （the reference was to Parachute coconut oil） was suitable only for un-natural hair．可知，V．V．D．Gold的廣告說同行業(yè)的其他產(chǎn)品都不能與其相比．
51．careful，細節(jié)理解題，根據(jù)句子The producer of Tata Salt retaliated （報復） by saying that the claim of Captain Cook was a trick and those who were quality conscious should deal with it carefully．可知，Tata Salt提醒消費者要注意其他產(chǎn)品的質(zhì)量問題． 
52．favorite，細節(jié)理解題，根據(jù)句子Their advertisement gave the idea that the cricketers liked Pepsi the best and as a matter of fact there was nothing official about it可知，百事可樂的廣告意在說明其產(chǎn)品為板球運動員的最愛．   
53．compared，細節(jié)理解題，根據(jù)句子The claim of Complan was that their brand （which according to them was Brand C） has a higher percentage of ingredients （材料） compared to Brand H （reference was nothing but to Horlicks）．可知，Complan聲稱他們的產(chǎn)品相對比起其他的有著更多的材料．  
54．Solutions，標題歸納題，短文最后一段主要講的是為了解決上文提到的公司間商業(yè)廣告的競爭所提出的方法．     
55．a(chǎn)llowed，細節(jié)理解題，根據(jù)句子Any marketer should only speak about his products and not about his competitors'products可知，解決上文出現(xiàn)的問題就是在廣告中不能出現(xiàn)其競爭對手的產(chǎn)品．

點評 解答任務型閱讀理解題，首先對原文材料迅速瀏覽，掌握全文的主旨大意．因為閱讀理解題一般沒有標題，所以，速讀全文，抓住中心主旨很有必要，在速讀的過程中，應盡可能多地捕獲信息材料．其次，細讀題材，各個擊破．掌握全文的大意之后，細細閱讀每篇材料后的問題，弄清每題要求后，帶著問題，再回到原文中去尋找、捕獲有關(guān)信息．最后，要善于抓住每段的主題句，閱讀時，要有較強的針對性．對于捕獲到的信息，要做認真分析，仔細推敲，理解透徹，只有這樣，針對題目要求，才能做到穩(wěn)、準