2. 外语
  3. Advertisers tend to think big and perhaps this is why they’re always criticized. Their critics seem to resent them because they

Advertisers tend to think big and perhaps this is why they’re always criticized. Their critics seem to resent them because they

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问题     Advertisers tend to think big and perhaps this is why they’re always criticized. Their critics seem to resent them because they have a gift for self-promotion and because they have so much money to throw around. "It’s unfair," they say, "that this entirely unproductive industry should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays. "

    The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It is precisely because of the heavy advertising mat consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods derives largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about.
    Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall or reading railway bye-laws(条例)while waiting for a train? Would you like to read only closely printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a newspaper full of the daily ration of disasters.
    We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not survive without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programs is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price!
    Another thing we mustn’t forget is the "small ads. " which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death.
    No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature.
We do not have to pay much for our daily paper because advertising, as an indispensable source of the media income, share the______.
选项
答案cost
解析 根据线索词do not have to pay much定位到最后一句：想想吧，如果要我们付全价的话，报纸的价格该是多少!文中cost是动词形式，这里需用cost的名词意思与题干中的share构成搭配。
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