In 1991, Kentucky Fried Chicken announced that it was officially changing its na
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In 1991, Kentucky Fried Chicken announced that it was officially changing its name to “KFC” as well as updating its packaging and logo(标识)with a more modern look. The public relations reason was that health-conscious consumers associated the word “fried” with “unhealthy”, causing some of them to completely avoid the wide variety of “healthy” menu items. The new title and image were designed to attract customers to a restaurant now offering foods branded as “better for you”.
It sounded good, but the real reason behind the shift to KFC had nothing to do with critical consumers. In 1990, the Commonwealth of Kentucky, trapped in debt, took the unusual step of trade marking its name. Therefore, anyone using the word “Kentucky” for business reasons would have to obtain permission and pay licensing fees to the Commonwealth of Kentucky. It was an unusual and brilliant scheme to lighten government debt, but it was also one that alienated (疏远)one of the most famous companies ever associated with Kentucky. The Kentucky Fried Chicken chain refused as a matter of principle to pay royalties on a name they had been using for four decades. After a year of fruitless talks, Kentucky Fried Chicken changed their name instead, introducing new packaging and products to hide the real reasons behind the change of the name.
Kentucky fried Chicken was not the only one who bravely refused to give in. The name of the most famous horse race in North America, held every year at Churchill Downs, was changed to “The Run for the Roses” for similar reasons.
In November 2006, KFC and the State of Kentucky finally reached a settlement over the use of the trademarked word “Kentucky”, and the restaurant chain announced it would be reusing its former name of “Kentucky Fried Chicken”.
小题1:The public relations reason for Kentucky Fried Chicken’s updating its packaging and logo was that .| A．it was losing money | | B．most customers didn’t like the old logo | | C．it wanted to get involved in other businesses | | D．it decided to offer better foods to customers |
小题2:The Commonwealth of Kentucky trademarked its name to .| A．develop American culture | | B．be alienated from the famous companies | | C．raise money to pay the government debt | | D．make Kentucky known throughout the world |
小题3:The real reason why “Kentucky Fried Chicken” changed its name was related to .| A．health | B．money | C．package | D．product |
小题4:It can be inferred from the passage that .| A．KFC is still not allowed to use the name of “Kentucky Fried Chicken” | | B．“Kentucky Fried Chicken” changed its name after several years of talks | | C．the name “Kentucky Fried Chicken” had only been used for a short time | | D．the original name of the horse race “The Run for the Roses” contained the word “Kentucky” |
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答案
小题1:D
小题2:C
小题3:B
小题4:D |
解析
试题分析：文章介绍了肯德基更名的事情，有公共关系的原因，也有真正的资金的原因
小题1:细节题:从第一段的句子：The public relations reason was that health-conscious consumers associated the word “fried” with “unhealthy”, causing some of them to completely avoid the wide variety of “healthy” menu items.可知公共关系的原因是想给顾客提供健康食品。选B
小题2:细节题：从第二段的句子：Therefore, anyone using the word “Kentucky” for business reasons would have to obtain permission and pay licensing fees to the Commonwealth of Kentucky. It was an unusual and brilliant scheme to lighten government debt,可知这么做是为了减少政府的债务。选C
小题3:细节题：从第二段的句子：The Kentucky Fried Chicken chain refused as a matter of principle to pay royalties on a name they had been using for four decades. After a year of fruitless talks, Kentucky Fried Chicken changed their name instead,可知肯德基改变名字是因为钱的原因。选B
小题4:细节题：从倒数第二段的句子：The name of the most famous horse race in North America, held every year at Churchill Downs, was changed to “The Run for the Roses” for similar reasons.
可知The Run for the Roses 原来的名字也有“Kentucky”选D
点评：文章介绍了肯德基更名的事情，有公共关系的原因，也有真正的资金的原因，内容比较适中，对于考生的能力要求不高，只要认真细致阅读，不难发现答案。可以先看题目再读文章，这样可以提高阅读的速度。还要准确定位考点。特别是推理题，要结合上下文的暗示做题，掌握方法是关键。 |
举一反三
Making an advertisement for television often costs more than a movie. For example, a two – hour movie costs ＄6 million to make. A TV commercial can cost more than ＄6 000 a second. And that does not include cost of paying for air time. Which is more valuable, the program or the ad? In terms of money – and making money is what television is all about – the commercial is by far the more important.
Research, market testing, talent, time and money —— all come together to make us want to buy a product.
No matter how bad we think a commercial is, it works. The sales of Charm went up once the ads began. TV commercials actually buy their way into our head. We, in turn, buy the product.
And the ads work because so much time and attention are given to them. Here are some rules of commercial ad making. If you want to get the low middle – class buyer, make sure the announcer has a though, manly voice. Put some people in the ad who work with their hands. If you want to sell to upper – class audience, make sure that the house, the furniture, and the hair style are the types that the group identifies with. If you want the buyer feel superior to the character selling the product, then make that person so stupid or silly that everyone will feel great about himself or herself.
We laugh at commercials. We don’t think we pay that much attention to them. But evidence shows we are kidding ourselves. The making of a commercial that costs so much money is not kid stuff. It’s big, big business. And it’s telling us what to think , what we need, and what to buy. To put simply, the TV commercial is a form of brainwashing.
小题1:TV commercials are more important than other programs to television because .| A．they bring in great profits | B．they require a lot of money to make | | C．they are not difficult to produce | D．they attract more viewers than other programs |
小题2:The purpose of all the efforts made in turning out TV commercials is .`| A．to persuade people to buy the product | | B．to show how valuable the product is | | C．to test the market value of the product | | D．to make them as interesting as TV movies |
小题3:From the rules set for making commercial ads, we can see that .| A．the lower – middle – class buyer likes to work with his hand | | B．the more stupid the characters, the more buyers of the product | | C．ad designers attract different people with different skills | | D．an upper – class buyer is only interested in houses and furniture |
小题4:It is believed by the writer that .| A．few people like to watch TV commercials | | B．TV commercials are a good guide to buyers | | C．TV commercials often make people laugh | | D．people do not think highly of TV commercials |
小题5:What does the author actually mean in the last paragraph?| A．He asks TV viewers never to laugh at the TV commercial ads. | | B．Commercials are used to show the true value of a product to be sold. | | C．TV commercials cost much and they do influence us in one way or another. | | D．Brainwashing must be introduced to sell something on TV. |
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Only three local students won Chinese Blog Competition. And 15 of the 18 awards went to students from China.
170 students’ task: to get a fully-designed blog up and running, complete with many postings based on a theme of choice—all written in Chinese.
Themes ranged from local opinions－such as the usage of Singlish, education and whether Singapore can be a cultural centre－to food blogs.
The entries were judged on Language proficiency（熟练程度）and the quality of writing, as well as the design and level of exchanging ideas with readers.
Academics(学者) from the National University of Singapore and the SIM University IT experts, and a journalist from Chinese newspaper Lianhe Zaobao in Singapore made up the judges.
In the end, only three Singaporean students made it to the award list—the rest of the awards were swept up by students from China.
“No surprise, ” said Mr. Chow Yaw Long, 37, teachers in charge from Innova Junior College, which organized the event. “Although the topics were local subjects, the foreign students were generally better in terms of the content of the posts and their grasp of the Chinese language. ”
One of the three local students winning the first prize in the Best Language Award was blogger Christina Gao 19, from the Saint Andrew’s Junior College, who spared no effort in researching for and writing her blog. Each entry took her between five and seven days to produce, complete with pictures and even podcasts
Her advice for bloggers is: Be responsible
“Some bloggers out there only seek to blame the authorities and other bloggers.” Said Miss Gao. “I think they lack responsibilities and there is no value to their posts.”
小题1:The competition was organized by ___________.| A．the National University of Singapore | B．Chinese newspaper Lianhe Zaobao | | C．the Saint Andrew’s Junior College | D．Innova Junior College |
小题2:Which of the following is TRUE according to the passage? | A．Not all the themes were about local subjects. | | B．Chinese students won most of the awards. | | C．The blogs could be written in Chinese or Singlish. | | D．The judges were from universities in Singapore and China. |
小题3:What Miss Gao said suggests that ___________.| A．she likes to blame the authorities | B．she thinks highly of the others’ blogs | | C．she has a sense of responsibility | D．she loves to read valuable posts |
小题4:The passage is mainly about ___________.| A．how Chinese students won the awards in the competition | | B．why bloggers should take responsibility for their blogs | | C．what the result of the competition was | | D．how Miss Gao won the first prize in the competition |
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Sydney Australia—Mobile phone has become a problem for middle schools. Some middle schools in Australia have banned students from carrying mobile phones during school hours.
Mobile phone use among children has become a problem for the school this year. Several children have got mobile phones as Christmas gifts, and more students want them.
Mary Bluett, an official, said mobile phone use is a distraction（分心的事）to students during school hours and it also gives teachers so much trouble in their classrooms. Teachers were also saying that sometimes students might use phone messages to cheat during exams.
She said some schools had tried to ban mobile phones. Some parents felt unhappy because they couldn’t get in touch with their children.
Many teachers said students should not have mobile phones at school, but if there was a good reason, they could leave their phones at school offices. They also said there were many reasons why the students should not have mobile phones at school: they were easy to lose and were a distraction from studies.
Many people say that they understand why parents would want their children to have phones, but they think schools should let the students know when they can use their mobile phones.
小题1:Some middle schools in Australia have banned students from carrying mobile phones________.| A．because they are students | B．when they are free | | C．when they are at school | D．because they are young |
小题2:We know from the passage that some children get mobile phones from________.| A．the makers and sellers | B．some other strangers | | C．their parents and friends | D．some mobile phone users |
小题3:Some parents felt unhappy because they couldn’t _______ during school hours.| A．use their mobile phones | B．leave their mobile phones | | C．help the teachers with their work | D．get in touch with their children |
小题4:The underlined word “they” in the fifth paragraph refers to________.| A．many teachers | B．some messages | | C．mobile phones | D．some students |
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CHICAGO (Reuters) - Smoking not only can wrinkle(起皱纹) the face and turn it yellow -- it can do the same to the whole body, researchers reported on Monday.
The study, published in the Archives of Dermatology, shows that smoking affects the skin all over the body -- even skin protected from the sun.
"We examined non-facial skin that was protected from the sun, and found that the total number of packs of cigarettes smoked per day and the total years a person has smoked were linked with the amount of skin damage a person experienced," Dr. Yolanda Helfrich of the University of Michigan, who led the study, said in a statement.
"In participants older than 65 years, smokers had significantly more fine wrinkling than nonsmokers. Similar findings were seen in participants aged 45 to 65 years," Helfrich"s team added in their report.
The researchers tested 82 people, smokers and nonsmokers, taking pictures of the inner right arms. They ranged in age from 22 to 91 and half were smokers. Independent judges decided how wrinkled each person"s skin was.
When skin is exposed to sunlight, notably（尤其）the face, it becomes coarse, wrinkled and discolored with a pale yellow tint, Helfrich"s team wrote.
Several previous studies have found that cigarette smoking contributes to premature（过早的）skin aging as measured by facial wrinkles, the study said, but little has been done to measure the aging of skin not exposed to light.
The report did not discuss the mechanism involved but previous research has found that cigarette smoke, among other things, causes blood vessels（血管）beneath the skin to constrict（紧缩）, reducing blood supply to the skin.
Smoking can also damage the connective tissue (组织)that supports both the skin and the internal organs.
小题1:The best title for this passage would be_______.| A．The danger of smoking | B．Smoking causes skin aging | | C．Quit smoking for health | D．A survey of smokers |
小题2:It can be inferred from the study _______ .| A．smoking won’t make skin protected from the sun | | B．smoking will do damage to skin rather than other organs | | C．smokers over 65 usually won’t worry about their skin | | D．the age of smokers is not connected with the result of the test |
小题3: From the passage smoking results in skin aging mainly because_____.| A．it will lower blood supply to skin | B．it can make you feel tired | | C．it can make skin come off | D．it can make blood run faster |
小题4:The main purpose of the passage is to ______.| A．inform people about the result of the study | | B．advise people how to protect skin | | C．warn people not to smoke again | | D．introduce a new way of avoiding skin aging |
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Food safety will become the food industry’s key target as the nation tries to adopt international food standards. The National Development and Reform Commission, the Standardization Administration of China, the Ministry of Agriculture and six other departments announced their 2004-05 development programme for national food standards over the weekend.
China is conducting a rectification (整顿) within two years. Inspectors will search for all known banned materials in food production. To reduce trading barriers, China will raise the ratio of adopting international standards in the food industry to 55 percent from today’s 23 percent. “Safety is the first consideration for anything entering people’s mouth followed by its nutritious value,” said Hao Yu, secretary-general of the National Food Industry Standardization Technique Committee. He added the usage of food addictives (添加剂) will be a major field for consideration in setting the new standards. On-the-spot checks during the past two years have shown the abuse (滥用) or misuse of addictives in food production and processing has become the biggest threat to food safety. In one case, talcum (滑石粉) powder was found in flour products, which is outlawed according to national food standards.
“At present there are no methods or standards to test the content of talcum powder in flour,” said Shang Yan’e, an official with the national watchdog on grain and oil inspections. Under the guidelines, all banned addictives will be recorded as inspections increase, Relevant departments have allocated (分配) funds to conduct risk evaluations on current food addictives to fix the limits of their usage. China will adopt international advanced techniques and standards so as to find out the harmful materials in food within a shortest period.
小题1:China will raise the ratio of adopting international standards in the food industry by _____.小题2:_________ is the second consideration for anything people eat according to the passage.| A．Safety | B．Value | C．Nutrition | D．Addictives |
小题3:What does the passage mainly talk about?| A．Addictives are dangerous to people’s health. | | B．Chinese food will be as safe as foreign food. | | C．New food safety standards are to be fixed. | | D．Food safety is a major concern in present China. |
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