前程百利小编为大家带来托福阅读材料。广告是现代社会的产物，它能否提高人们的生活质量不仅仅在于它的产品，还在于它的价值导向。文章的难词已经标示出来，希望大家可以学习到相关知识，并通过不断的阅读练习提高自己的托福阅读能力。
• Based on the study it has been suggested that advertisement in any media should enhance the public morality and living standards(生活标准) of the general public. It is recommended to the media owners that only the advertisement which will give more prestige code of conduct moral values and thereby(从而，因此) increase the standard of living and maintaining good living style of the consumers should be permitted to be aired(播放).
• It is suggested that the advertisement should create awareness(意识，觉悟) and influence the consumers by providing valuable suggestions to make their purchase decision. Thus the advertisements shall not be so framed(精心构造) as to abuse(滥用) the trust of consumers or exploit(利用;负面意义) their lack of knowledge.
• Every advertisement should be unique in nature and it should create integrity and honesty among consumers for the social welfare. Advertisements shall not be allowed to take the advantage of the superstitions(迷信) or ignorance(无知) of the general public(公众).
• Don't take all advice for granted(理所当然地接受) by advertiser. Public should pick what's useful for their best use. Make up their own rules and change them at their will.
• Consumer should be a self-starter. If they identify an idea as reliable and go for it they should not blame others. If they are unhappy about something they'd better take the initiative to change instead of whining(抱怨) about it.
• Do not overestimate(高估) the value of formal education. Most successful adman never had formal advertising education. Real work experience is more valuable than any education.
• Advertisement-maker should be loyal to(忠于) their clients and their agency. It will be appreciated even by the competition. Be honest with work. Never lie to or mislead consumers.
• If admen clearly see they're going into the wrong direction with their strategy do not be afraid to stop and rethink everything even if it means they have to start everything from scratch.
• No advertisement should be allowed regarding drugs and foodstuff until they are granted a license(执照) of their being of reasonable quality by the medical departments concerned.
• Finally from this study it is suggested to admen that the advertisements shall not make unjustifiable(无正当理由的，无道理的) use of the name or initial of any other firm company or institution not to take unfair advantage of(不正当地利用) the goodwill(诚意) attached to the trademark or symbol of another firm or its product by the advertising campaign. This will enable the consumers to have a clear state of mind so that they would not be disturbed with misleading(误导的) information.
以上就是前程百利小编为大家带来的托福阅读材料，平时的阅读练习是托福考试阅读备考的重要一环。希望大家利用好每份材料，尽可能多地从中获取知识。预祝大家托福考试取得好成绩。
