其实是关于广告的。广告的最终目的就是提升销售。） （第一段是总体讲述广告业的情况以及广告的作用。
） Last year over ￡ 13bn was spent on advertising in the UK and research indicates that most people will have seen 2m sales messages by the time they are 30. Advertising is big business and often acts as the interface between commerce and culture. While there are many adverts that just irritate, there are some that are miniature works of art（微型艺术品(n)）. (0).. G The production costs involved in these can reach higher figures than those for the average movie.
. .The advertisers themselves believe they are delivering an important message because they are protecting and promoting a client's brand and extending greater choice to the consumer. (8).... D Whether you accept this argument or not, you have to recognise that without advertising our world would be very different.....★.Instead of being free, many TV channels would only be available on subscription packages （订阅包(n)）of about ￡500 per month and newspapers might cost six times more than their present cover price（封面价格，标价(v)）. （第二段介绍了广告的几种形式，不同的公司对广告的要求是不一样的）There are many different models of advertising practice, but no one is precisely sure what makes a good advert. (9).... F This is partly because not all advertisements are designed to do the same thing.
.....★While some try to get you to buy a product, others, such as anti-smoking campaigns, aim to get you not to do something. Some adverts are not aimed at consumers at all, but at retailers, shareholders or employees. For example, manufacturers often advertise their products in trade magazines to reassure retailers that a new brand will be widely promoted. Petrol companies often choose to emphasise how environmentally friendly they are; this is to offset（offset抵消/补偿；平版印刷；支管抵消(n)；弥补;用平版印刷术印刷 (v)） any negative public perceptions of the industry rather than to persuade consumers to buy an individual brand of petrol. (10).... C They don't, as the industry well knows, care enough to be brand loyal to such a product.
.....This is because petrol is regarded, in advertising terms, as a distress purchase（无奈而必须得购买，distress selling 廉价出售(n) ）. We get it because we can't do without it, not because we really want it. In general, however, ★the main aim of advertising is to attribute emotional qualities to a product in order to create an individual brand that the consumer can associate with. （第三段讲怎么样才能打好广告，一不小心就容易让观众产生逆反心理。）Working out whether an advert has been successful is extremely difficult.(11).... E The problem lies in isolating precisely what motivates people to behave in a particular way.
.....For example, what persuaded them to buy a car? You cannot be sure whether it was the advertising, the price, the opposition's distribution, changes in the law or changes in consumer attitudes that was the determining factor（The determining/deciding/decisive factor (v)决定性因素）. What advertising can't do is make consumers buy something they don't want. It can perhaps persuade you to try something once, but if you don't like what you get, you won't try it again.(12).... A Moreover, it is almost impossible to get people to change the way they view things they are indifferent to.
.....In other words, where there is no emotional engagement（情感投入(n)
）, such as a consumer's feelings about a bag of peas, beliefs are much harder to shift.
人邮第二辑真题TEST 4 READING PART2
STAFF APPRAISALS
A director of the advertising agency owned by tycoon Bob Jacoby once grumbled that (grumble at抱怨…(v) Grumble that…抱怨(v))he wasn’t enjoying his work. Jacoby’s reply was, 'I don’t pay you good money to enjoy yourself. If you enjoy working here, you should be paying me money.’ Jacoby’s sentiments used to be common. (0) G Employees were paid, and they obeyed; if they didn’t like it, they could leave.Happily, things have changed. Most organisations now
undertake regular staff appraisals, at which employees have the opportunity to discuss one-to-one with their line manager their ambitions and hopes, their strengths and weaknesses, their achievements and their disasters. But it is worth remembering how new all this is, and why.
For a start, appraising isn’t something many managers do naturally, of their own accord(of ones’ own accord自愿地/主动地(adv) out of one's accord with同……不一致(adv)). They often find appraisals difficult to handle and have
to be made to carry them out. Appraisal systems have become widespread partly as a result of employment legislation(就业立法), but more particularly because companies have learned that such
assessments can work to their advantage(underlie self-interest= work to one’s advantage (v)). (8) D Like many other aspects of free enterprise, appraisals
are an excellent example of underlying self-interest(underlie成为……的基础;
位于……之下/引起(v)).
The company can improve its collective performance by helping employees to improve their individual performance.
Managers who use appraisals need to approach them very carefully. They should bear in mind their own experiences of being appraised when in junior positions, recalling which appraisals were helpful,
which were not, and why. In most cases, their own bosses did their homework, checking out the job specification, the C.V. and any previous reports. (9) F lf they relied on memory, they probably got things wrong.
As a result, a lot of time would have been wasted, debating exactly what had happened and when.
Being prepared and appreciating what it is like to be on the receiving end are(Be at/on the receiving end of…的接受方/承受方/承受不愉快事情(v), indeed, the keys to successful appraising. It is important to begin an appraisal by giving members of staff a chance to express their own views about their performance. (10) B Only after that should managers put forward their own points, which are likely to include comments collected from others in the organization . Any information gained from colleagues is normally given in a positive spirit, since nowadays everyone under- stands appraisals and appreciates that they are carried out with good intentions.
The atmosphere in the appraisal should be one of positive and open discussion about how the employee is performing in the company. (11)
A However, managers must take great care in this respect. Some individuals will feel unjustly criticised when their boss makes