Passage Four
Television carries more national advertising than any others in the United States. The same is true in some smaller countries such as Spain and Portugal, where it is the only medium reaching a general national audience. In many countries, Sweden and Denmark, for example--the stateowned television accepts no advertising. In many other countries the amount of commercial time is extremely limited, as in France, Germany, and Italy. Soviet state-owned television began accepting a limited amount of advertising in 1988.
The chief reason for the population of television among United States advertisers is that it it reaches a vast number of people at the same time. While it can cost well over 100,000 dollars, a 30- second commercial on network television can be seen and heard by as many as 25 million viewers. For manufacturers who must make prospects aware of their products and convince them of its benefits immediately, there is nothing as efficient as
A. Portugal
B. Sweden
C. France
D. Italy
Obviously television has both advantages and disadvantages.
In the first place, television is not only a convenient source of entertainment, but also a comparatively cheap one. With a TV set in the family people don’t have to pay expensive seats at the theatre, the cinema, or the opera. All they have to do is to push a button or turn a knob, and they can see plays, films, operas and shows of every kind. Some people, however, think that this is where the danger lies. The television viewers need do nothing. He does not even have to use his legs if he has a remote control. He makes no choice and exercises, no judgment. He is completely passive and he has everything presented to him without any effort on his part.
Television, it is often said, keeps one informed about current events and the latest developments in science and politics. The most distant countries and the strangest customs are brought right into one’s sitting room. It could be argued t
A. it keeps us informed
B. it is very cheap
C. it enables us to have a rest
D. it controls our lives
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