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  3. The Negative Effect of TV program Restore happiness to your marriage by using white-shirt laundry detergent. Your husband wi

The Negative Effect of TV program Restore happiness to your marriage by using white-shirt laundry detergent. Your husband wi

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问题                 The Negative Effect of TV program
    Restore happiness to your marriage by using white-shirt laundry detergent. Your husband will love you all the more for it. "End those lonely Saturday nights-use brethen mouthwash. "" Only Aloha Sea-lines super-duper jets will fly you upside down to Hawaii!" Thus the barrage of TV commercials continues day and night in almost every American home. I think most of the commercials are irritating or insulting or dangerous. I believe they can be improved so that they will be not only less offensive to the public but also more effective as advertisements.
    Even while I am registering my objections to commercials, I recognize that commercials are necessary. Since the money which pays for a TV program comes from the sale of the sponsor’s products, the sponsor must have air-time in which to advertise.
    But sometimes the advertising is objectionable, first, because it is irritating for the endless repetition of the same commercial and the too frequent interruption of programs. 1 suppose that once advertisers have a slogan that has proved effective, they are reluctant to give it up, but if they realized how meaningless the familiar words become after a thousand repetitions, maybe they would find that an occasional change would be effective. The truth is that no one pays any attention to the worn-out slogans, and everyone is irritated rather than interested when the familiar lines begin.
    I think, too, that advertisers lose more than they gain when they insist on interrupting a program every ten minutes to plug their wares. Irritation of the viewer-buyer is surely not the way to sell anything. If sponsors would all agree to confine commercials to the beginning and the end of programs, the public’s appreciation would be reflected in its buying. If they would realize how weary we get of the same old commercials, they might find an occasional change to be surprisingly effective.
    Another kind of objectionable commercial is the kind that insults our mentality with its meaningless claims. Analyze the claims made by many TV commercials, and you will find yourself asking, quite logically, "Well, so what?" In our simple-minded way, we are expected to accept blindly the word of a cowpuncher or a water skier as sure proof of the quality of a really soft drink. Every Little Leaguer knows that the leading hitter in the American League has not really achieved his enviable record because of the breakfast food he eats. And parents know that not all family problems will be solved by downing a couple of headache pills. Even shy and desperate danny doubts that a change in deodorant, shaving lotion, or mouthwash" will make him irresistible to the prettiest models on TV. Claims that are completely without reason are insulting to thinking people. The writers of commercials should give their viewers credit for some brains.
    Finally, TV commercials can be dangerous. They can endanger the finances of the American family. The goal of advertisers is to create a demand if none exists. You should have the latest dishwasher, the newest electric hair dryer, a second car, and such status symbols as a backyard swimming pool and a winter vacation. To listen to the honeyed pleas of the handsome, suntanned, obviously happy announcers, you wonder how any of us can possibly live another minute without all the luxuries of a millionaire. But, then, the solution is so easy. Just apply for a personal loan-fast, courteous, no questions asked-and let the Easy Loan Finance Company pay all your bills at once. "We’ll even write the checks." This lure could be irresistible to a young breadwinner trying to keep up with the standard of living fostered by the commercials the family watches every night as they try to catch a program in between.
    Commercials endanger our health as well as our budgets. Although the writers are careful to advise us to see our doctors" if the pain persists," they do strongly suggest that we ailing viewers can get the relief we want just as well by following the do-it-yourself patent-medicine approach. Hypochondriacs must go crazy after a day of television. They are presented with a sure cure for every ailment. They can fill their medicine cabinets until they are bursting with cure-alls, fill their objecting stomachs with pills, and cover their bodies with creams until they are either dead or unrecognizable. Certainly the daily bombardment leads many people into a way of living that is dangerous to both pocketbook and health.
    I have tried to make a case for the TV commercial which appeals to the intelligence of its audience. I have tried to show that commercials should be improved so that they will arouse the approval instead of the antagonism of the viewer.     
    ____________________________________________________________________
选项
答案I. Necessary A. To pay for broadcasts B. To sell sponsor’s products II. Irritating A. Repetition B. Frequency Ⅲ. Insulting A. Unexplained virtues of the product B. Meaningless testimonials C. Catchy tunes IV. Dangerous A. Creating demand for luxuries 1. Dissatisfied families 2. Debt-ridden parents B. Promoting phony cure-alls
解析     这是一篇讲述美国电视广告的文章，从文章第一段第二行末尾处可看出。接着，作者写道：“I think most of the commercials are irritating or insulting or dangerous．”第二段第一行末尾又提到“I recognize that commercials are necessary．”这就为文章的提纲给出了一定的信息。
    1．Necessary
    文章写道：“Since the money which pays for a TV program comes from the sale of the sponsor’s products，the sponsor must have air—time in which to advertise．”，从中可总结出该部分的小层次应为：
    A．To pay for broadcasts
    B．To sell sponsor’s products
    接着，作者分别描写了广告的irritating，insulting，dangerous三方面，与第一段中的“I think most of the commercials are irritating or insulting or dangerous．”照应。
    2．Irritating
    A．Repetition
    B．Frequency
    3．Insulting
    A．Unexplained virtues of the product
    B．Meaningless testimonials
    C．Catchy tunes
    4．Dangerous
    A．Creating demand for luxuries
    1．Dissatisfied families
    2．Debt-ridden parents
    B．Promoting phony cure-alls
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