难句解析:
①Money spent on advertising is money spent as well as any I know of.
▲本句的主干非常简单,就是Money is money。重点在于要看清修饰两个money的定语,特别是后面一个修饰语中的as well as。
△理解本句的海王星在于了解as well as不是“也”的意思,其中的well就是一个副词表示“好”,修饰过去分词spent,而后面的any指代的是any money。
②It serves directly to assist a rapid distribution of goods at reasonable price, thereby establishing a firm home market and so making it possible to provide for export at competitive prices.
▲本句的主干是It serves... to assist... distribution...,而thereby后面是两个由and连接起来的分词短语作补语,里面又有一个make+it+adj.+to do sth.的结构。
△本句的阅读重点在于理解这几个动词之间的逻辑关系。
③Apart from the fact that twenty-seven acts of Parliament govern the terms of advertising, no regular advertiser dare promote a product that fails to live up to the promise of his advertisements.
▲本句的主干是no regular advertiser dare promote a product,前面是一个apart from引导的介词结构,介词宾语the fact后面又有一个同位语从句。在主句中,a product后面是一个定语从句hat fails to live up to the promise of his advertisements。
△注意文中acts指的是“法案”,而live up to表示“实现,兑现”的意思。另外apart from在这里是我们通常所说的“加法”的“除去”。
④If 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.
▲本句是一个条件句,主句的结构比较复杂,注意I know是一个非常短的定语从句,修饰proof,而后面的两个that引导的是两个同位语从句,修饰the surest proof,前面的那个同位语从句中又有一个宾语从句。
△看清本句的基本结构是阅读的重点。同时注意作者对广告抱完全肯定的态度。
⑤If 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 the colour of a shirt is subtly persuasive — advertising would be so boring that no one would pay any attention.
▲本句的主句是一个if引导的虚拟语气If its message were confined merely to information, advertising would be so boring that no one would pay any attention。两个破折号中间的部分是一个补充说明成分。
△看清本句的基本结构是阅读的重点。注意作者使用了虚拟语气,显示了作者认为广告中只出现告知性信息的不可能性。
adj. 精确的,准确的,严格的,恰好的