Passage Four

　　Money spent on advertising is money spent as well as any I know of. It serves directly to assist 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 cost of many services: without ads your daily newspaper would cost four times as much, the price of your TV license would need to be doubled, and travel by bus or tube would cost fifty percent more.

　　And perhaps most important of all, ads 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 products that fail to live up to the promise of his ads. He might fool some people for a little while through misleading ads. 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 upon. Recently I heard a well-known TV 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 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 TV personality wants.

　　31. By the first sentence of the passage, the author means that __________.

　　A. he is quite familiar with the cost of advertising

　　B. everyone knows advertising is costly

　　C. advertising costs money like everything else

　　D. it is worthwhile to spend money on advertising

　　32. According to the passage, which of the following is NOT mentioned as the advantage of advertising?

　　A. Securing greater fame B. Providing more jobs

　　C. Enhancing living standards D. Reducing media cost

　　33. The author thinks that the well-known TV personality is _________.

　　A. very precise in his comment on ads

　　B. reasonable in making the comment

　　C. partial in his view of advertising

　　D. funny in misleading the audience

　　34. In the author’s opinion, __________.

　　A. advertising benefits people by providing information

　　B. advertising seldom misleads people with information

　　C. there is nothing wrong with ads in persuading buyers

　　D. advertising with only information is a waste of money

　　35. The author’s attitude to advertising is _________.

　　A. negative B. positive

　　C. ridiculous D. not clear