A man once said how useless it was to put advertisements in the newspaper. “Last week,” he said, “my umbrella was stolen from a London church. As it was a present, I spent twice its worth in advertising, but didn’t get it back.”
“How did you write your advertisement?” asked one of the listeners, a merchant. “Here it is,” said the man, taking out of his pocket a slip cut from a newspaper. The other man took it and read, “Lost from the City Church last Sunday evening, a black silk umbrella. The gentleman who finds it will receive ten shillings on leaving it at No. 10 Broad Street.”
“Now,” said the merchant, “I often advertise, and find that it pays me well. But the way in which an advertisement is expressed is of extreme importance. Let us try for your umbrella again, and if it fails, I'll buy you a new one.”
The merchant then took a slip of paper out of his pocket and wrote: “If the man who was seen to take an umbrella from the City Church last Sunday evening doesn’t wish to get into trouble, he will return the umbrella to No.10 Broad Street. He is well known.”
This appeared in the newspaper, and on the following morning, the man was astonished when he opened the front door. In the doorway lay at least twelve umbrellas of all sizes and colors, and his own was among them. Many of them had notes fastened to them saying that they had been taken by mistake, and begging the loser not to say anything about matter.
【小题1】The result of the first advertisement was that .A．the man got his umbrella backB．the man wasted some money advertisingC．nobody found the missing umbrellaD．the umbrella was found somewhere near the church【小题2】The merchant suggested that the man should .A．buy a new umbrellaB．go on looking for his umbrellaC．write another and better advertisementD．report the police【小题3】“If it fails, I’ll buy you a new one,” suggested that the merchant
.A．was quite sure of successB．wanted to buy him a new umbrellaC．didn’t know what to doD．was rich enough to buy one【小题4】The story is mainly about .A．a useless advertisementB．how to make an effective advertisementC．how the man lost and found his umbrellaD．what the merchant did for the umbrella ownerB
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(答案→)B
解析：文章大意：一个人登广告要寻找在教堂丢失的雨伞，结果没有人归完，而一位经常登广告的商人帮助前面那个人重新登了广告结果有十二把伞归完到他家那里，说明登广告措词不同得到的效果也不同。
【小题1】B 细节理解题。根据第一段第二句“As it was a present, I spent twice its worth in advertising, but didn’t get it back.”可知：他为广告所付出但没有得到伞回来，是浪费钱。故B正确。
【小题2】C 细节理解题。根据第三段最后一句“But the way in which an advertisement is expressed is of extreme importance.”可知C正确。
【小题3】A 细节理解题。根据第三段第二句“Let us try for your umbrella again, and if it fails, I'll buy you a new one.”可知登广告的商人很有信心。故A正确。
【小题4】B 主旨大意题。全文通过两个登不同广告的人他们登的广告所取得的效果，说明广告措词不同，所产生的结果不同。故B正确。