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 (节食者) with the message that there were fewer calories (热量单位，卡路里) in every slice. It turned out that the bread was not dietetic (适合于节食的) ， but just regular bread. There were fewer calories because it was sliced very thin, but there were 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. (282 words)

When families gather for Christmas dinner, some will stick to formal traditions dating back to Grandma’s generation. Their tables will be set with the good dishes and silver, and the dress code will be Sunday-best. But in many other homes, this china-and-silver elegance has given way to a stoneware (粗陶) -and-stainless informality, with dresses assuming an equally casual-Friday look. For hosts and guests, the change means greater simplicity and comfort. For makers of fine china in Britain, it spells economic hard times. Last week Royal Doulton, the largest employer in Stoke-on-Trent, announced that it is eliminating 1,000 jobs—one-fifth of its total workforce. That brings to more than 4,000 the number of positions lost in 18 months in the pottery (陶瓷) region. Wedgwood and other pottery factories made cuts earlier. Although a strong pound and weak markets in Asia play a role in the downsizing, the layoffs in Stoke have their roots in earthshaking social shifts. A spokesman for Royal Doulton admitted that the company “has been somewhat slow in catching up with the trend“ toward casual dining. Families eat together less often, he explained, and more people eat alone, either because they are single or they eat in front of television. Even dinner parties, if they happen at all, have gone casual. In a time of long work hours and demanding family schedules, busy hosts insist, rightly, that it’s better to share a takeout pizza on paper plates in the family room than to wait for the perfect moment or a “real“ dinner party. Too often, the perfect moment never comes. Iron a fine-patterned tablecloth? Forget it. Polish the silver? Who has time? Yet the loss of formality has its down side. The fine points of etiquette (礼节) that children might once have learned at the table by observation or instruction from parents and grandparents (“Chew with your mouth closed. “ “Keep your elbows off the table. “) must be picked up elsewhere. Some companies now offer etiquette seminars for employees who may be competent professionally but clueless socially. (347 words)

President Coolidge’s statement, “The business of America is business,“ still points to an important truth today—that business institutions have more prestige (威望) in American society than any other kind of organization, including the government. Why do business institutions possess this great prestige? One reason is that Americans view business as being more firmly based on the ideal of competition than other institutions in society. Since competition is seen as the major source of progress and prosperity by most Americans, competitive business institutions are respected. Competition is not only good in itself; it is the means by which other basic American values such as individual freedom, equality of opportunity, and hard work are protected. Competition protects the freedom of the individual by ensuring that there is no monopoly (垄断) of power. In contrast to one all-powerful government, many businesses compete a-gainst each other for profits. Theoretically, if one business tries to take unfair advantage of its customers, it will lose to competing business which treats its customers more fairly. Where many businesses compete for the customers’ dollar, they cannot afford to treat them like inferiors or slaves. A contrast is often made between business, which is competitive, and government, which is a monopoly. Because business is competitive, many Americans believe that it is more supportive of freedom than government, even though government leaders are elected by the people and business leaders are not. Many Americans believe, then, that competition is as important, or even more important, than democracy in preserving freedom. Competition in business is also believed to strengthen the ideal of equality of opportunity. Competition is seen as an open and fair race where success goes to the swiftest person regardless of his or her social class background. Competitive success is commonly seen as the American alternative to social rank based on family background. Business is therefore viewed as an expression of the idea of equality of opportunity rather than the aristocratic (贵族的) idea of inherited privilege. (337 words)

The Carnegie Foundation report says that many colleges have tried to be “all things to all people“. In doing so, they have increasingly catered to a narrow minded careerism while failing to cultivate a global vision among their students. The current crisis, it contends, does not derive from a legitimate desire to put learning to productive ends. The problem is that in too many academic fields, the work has no context; skills, rather than being means, have become ends. Students are offered a variety of options and allowed to pick their way to a degree. In short, driven by careerism, “the nation’s colleges and universities are more successful in providing credentials (文凭) than in providing a quality education for their students. “ The report concludes that the special challenge confronting the undergraduate college is one of shaping an “integrated core“ of common learning. Such a core would introduce students “to essential knowledge, to connections across the disciplines, and in the end, to application of knowledge to life beyond the campus. “ Although the key to a good college is a high-quality faculty, the Carnegie study found that most colleges do very little to encourage good teaching. In fact, they do much to undermine it. As one professor observed: “Teaching is important, we are told, and yet faculty know that research and publication matter most. “ Not surprisingly, over the last twenty years colleges and universities have failed to graduate half of their four-year degree candidates. Faculty members who dedicated themselves to teaching soon discover that they will not be granted tenure (终身任期), promotion, or substantial salary increases. Yet 70 percent of all faculty say their interests lie more in teaching than in research. Additionally, a frequent complaint among young scholars is that “There is pressure to publish, although there is virtually no interest among administrators or colleagues in the content of the publications. “ (320 words)

In department stores and closets all over the world, they are waiting. Their outward appearance seems rather appealing because they come in a variety of styles, textures, and colors. But they are ultimately the biggest deception that exists in the fashion industry today. What are they? They are high heels—a woman’s worst enemy (whether she knows it or not). High heel shoes are the downfall of modern society. Fashion myths have led women to believe that they are more beautiful or sophisticated for wearing heels, but in reality, heels succeed in posing short as well as long term hardships. Women should fight the high heel industry by refusing to use or purchase them in order to save the world from unnecessary physical and psychological suffering. For the sake of fairness, it must be noted that there is a positive side to high heels. First, heels are excellent for aerating (使通气,) lawns. Anyone who has ever worn heels on grass knows what I am talking about. A simple trip around the yard in a pair of those babies eliminates all need to call for a lawn care specialist, and provides the perfect-sized holes to give any lawn oxygen without all those messy chunks of dirt lying around. Second, heels are quite functional for defense against oncoming enemies, who can easily be scared away by threatening them with a pair of these sharp, deadly fashion accessories. Regardless of such practical uses for heels, the fact remains that wearing high heels is harmful to one’s physical health. Talk to any podiatrist (足病医生)， and you will hear that the majority of their business comes from high-heel-wearing women. High heels are known to cause problems such as deformed feet and torn toenails. The risk of severe back problems and twisted or broken ankles is three times higher for a flat shoe wearer. Wearing heels also creates the threat of getting a heel caught in a sidewalk crack or a sewer grate (阴沟栅) and being thrown to the ground—possibly breaking a nose, back, or neck. And of course, after wearing heels for a day, any woman knows she can look forward to a night of pain as she tries to comfort her swollen, aching feet. (384 words)

According to the airline industry statistics, almost 90% of airline accidents are survivable or partially survivable. But passengers can increase their chances of survival by learning and following certain tips. Experts say that you should read and listen to safety instructions before takeoff and ask questions if you have uncertainties. You should fasten your seat belt low on your hips as tightly as possible. Of course, you should also know how the release mechanism of your belt operates. During takeoffs and landings you are advised to keep your feet flat on the floor. Before takeoff you should locate the nearest exit and an alternative exit and count the rows of seats between you and the exits so that you can find them in the dark if necessary. In the event that you are forewarned of a possible accident, you should put your hands on your ankles and keep your head down until the plane comes to a complete stop. If smoke is present in the cabin, you should keep your head low and cover your face with napkins, towels, or clothing. If possible, wet these for added protection against smoke inhalation. To evacuate as quickly as possible, follow crew commands and do not take personal belongings with you. Do not jump on escape slides before they are fully inflated, and when you jump, do so with your arms and legs extended in front of you. When you get to the ground, you should move away from the plane as quickly as possible, and never smoke near the wreckage.

Advertising can persuade the consumer to buy worthless products by______.

The reason why the bread advertisement is misleading is that______.

The passage tells us that______.

It can be inferred from the passage that a smart consumer should______.

The passage is mainly about______.