Advertising is a highly developed twentieth-century industry. The development of
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Advertising is a highly developed twentieth-century industry. The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising. Why is advertising so popular? Is it a waste of money? It has been proved again and again that repeated advertising increases product sales. Since it increases production, the price can be reduced. Therefore advertising, instead of making a product more expensive, makes it cheaper.
Advertising is now a scientific business. Once managers would say jokingly, " I know that half of what I spend on advertising is wasted, but I don"t know which half." Now, all parts of an advertising program are properly measured and researched.
What makes a good advertisement? There have been major changes in advertising in the past sixty years. People read advertisements partly for information and partly for pleasure. Today"s advertisements often start with a question, or a puzzle, with the purpose of attracting the reader"s attention. Of course, most advertisements contain information. But this is usually contained in a text that is interesting and often funny. Humor is very important. Sometimes advertisements tell a story, or the story may be continued over a number of advertisements. However, there is a danger in this. It is possible that the reader or viewer will remember the advertisement but not the name of the product.
小题1:The purpose of advertising is ____.| A．to increase product sales | | B．to make a product much better | | C．to spend more money | | D．to reduce the production |
小题2:Which of the following can be used in place of the underlined phrase "hand in hand" ?| A．Here and there. | B．Again and again. | | C．As usual. | D．At the same time. |
小题3: What is meant by what managers said in the second paragraph?| A．A11 the money on advertising was wasted. | | B．Not all the advertisements were well designed. | | C．A11 the managers knew about advertising then. | | D．Managers spent no money on advertising. |
小题4:What does the writer think of advertising?| A．Useless. | B．Unnecessary. | C．Important. | D．Wasteful. |
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答案
小题1:A
小题2:D
小题3:B
小题4:C |
解析
试题分析：
小题1:A 细节题。根据第一段3,4行t has been proved again and again that repeated advertising increases product sales.说明A正确。
小题2:D 推理题。根据本句The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising.指广告业和电视电影以及其它的传媒行业的发展是同时进行的，故D正确。
小题3:B 推理题。根据Once managers would say jokingly, " I know that half of what I spend on advertising is wasted, but I don"t know which half." Now, all parts of an advertising program are properly measured and researched.说明以前广告中的一半的费用都被浪费了是因为广告的设计和宣传都有问题，而现在这样的问题已经被解决了。故B的说法正确。
小题4:C 推理题。根据文章第一段后三行Since it increases production, the price can be reduced. Therefore advertising, instead of making a product more expensive, makes it cheaper.说明广告很重要。故C正确。
点评：文章介绍了与广告有关的信息，广告的作用，广告的设计以及在广告设计中最重要的内容。本文对推理题的考查较多，解此类题需要结合上下文提供的语境和信息进行简单的概括和判断。 |
举一反三
Because plants cannot move or talk, most people believe that they have no feelings and that they cannot receive signals from outside. However, this may not be completely true.
People who studied plants have found out that plants carry a small electrical charge (电荷). It is possible to measure this charge with a small piece of equipment called “galvanometer”. The galvanometer is placed on a leaf off the plant, and it records any changes in the electrical field of the leaf. Humans have a similar field which can change when we are shocked or frightened.
A man called Backster used a galvanometer for his studies of plants and was very surprised at his results. He found that if he had two or more plants in a room and he began to destroy one of them － perhaps by pulling off its leaves or by pulling it out of its pot － then the galvanometer on the leaves of the other plants showed a change in the electrical field. It seemed as if the plants were signalling a feeling of shock. This happened not only when Backster started to destroy plants, but also when he destroyed other living things such as insects (昆虫).
Backster said that the plants also knew if someone had destroyed a living thing some distance away, because they signalled when a man who had just cut down a tree entered the room.
Another scientist, named Sauvin, achieved similar results to Backster’s. He kept galvanometers fixed to his plants all the time and checked regularly to see what the plants were doing. If he was out of the office, he telephoned to find out about the signals the plants were sending. In this way, he found that the plants were sending out signals at the exact times when he felt strong pleasure or pain. In fact, Sauvin could cause a change in the electrical field of his plants over a distance of a few miles simply by thinking about them.
小题1:Backster was surprised at the results of his studies because _____.| A．he destroyed an insect | | B．he destroyed a plant by pulling off its leaves | | C．he found that plants could express feelings of shock | | D．he found that plants could move and speak after all |
小题2:The plants sent out signals _____.| A．only when Backster Started to destroy plants | | B．when Backster destroyed plants or other living things | | C．only when he destroyed things such as insects | | D．only when Backster placed the galvanometer on the leaves of the plants |
小题3:The scientist called Sauvin _____.| A．did not agree with Backster’s ideas | | B．did not get the same sort of results as Backster did | | C．got different results from Backster’s | | D．found out some of the same things that Backster did |
小题4:Which of the following is true according to the passage?| A．The electrical charge plants carry may shock or frighten us. | | B．A tree will signal when it has been cut down. | | C．Sauvin could make his plants send out signals some distance away. | | D．Plants have feelings because they can receive signals without moving. |
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In modern society, receiving systematic college education seems a necessary way for success as a graduate from first-class university may always get more opportunities than others. However, if it is gold, it will shine one day. In this article, we will get to know three most successful people in U.S. who never finished their college education. Following experiences of these successful dropouts may give you some inspiration.
1. Bill Gates
Harvard’s campus paper “Harvard Crimson” called Bill Gates “Harvard’s most successful dropout,” while the rest of the world preferred to name him “the world’s richest man” for more than a decade. Now, even not on the top, he is still among the list of the world’s wealthiest people.Gates entered Harvard in the fall of 1973. Two years later, he dropped out to found Microsoft with friend Paul Allen. And in 2007, he finally received an honorary doctorate from Harvard.
2. Steve Jobs
The iPad, even Buzz Lightyear probably wouldn’t have existed if Steve Jobs stayed in school. Because his family couldn’t afford his college education, Jobs had to drop out of Reed College just after entering for 6 months. Then he found Apple, NeXT Computer and Pixar, which had made great influences on development of modern technique and culture. However, this wizard thought that his brief college education was not worthless.
3. Frank Lloyd Wright
As the America’s most celebrated architect, Wright spent more time on designing colleges rather than attending classes in them. Once spent one year in the University of Wisconsin-Madison, then he left for Chicago and started to learn from Louis Sullivan, the “father of modernism." Wright’ s splendid resume included more than 500 works, most famous of which are Fallingwater and New York City"s Solomon R. Guggenheim Museum.
小题1: What does“dropouts”in Paragraph One mean?| A．Hardworking students. | B．Very successful students. | | C．Students failing to finish their school education. | D．Students from poor families. |
小题2:Which of the following is right according to Paragraph One?| A．People graduating from famous universities are more likely to get jobs. | | B．Many successful people had the experience of giving up their school education. | | C．If one has a lot of gold, he will become very rich one day. | | D．We should stop our college education to follow in those successful people’s steps. |
小题3:According to the writer, Bill Gates _________.| A．is richer than any other man in the world | | B．is well-known in Harvard University | | C．finally finished his study at Harvard and got a doctorate degree | | D．is the only founder of Microsoft |
小题4:Which of the following statements can’t be learned from the last two paragraphs?| A．The reason for Jobs’ dropping his college education is that his parents couldn’t pay for it. | | B．Jobs thought his six-month college education gave him no help. | | C．Wright’s teacher was a very famous artist. | | D．Wright is the designer of New York City’s Solomon R. Guggenheim Museum. |
小题5: What does the author want to tell us in this passage?| A．Successful people often have unordinary life experience. | | B．College education is not so important to one’s success. | | C．People from poor families are more likely to give up their college education. | | D．Even without college education, one can still achieve success with one’s hard work. |
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School education is very important and useful. Yet no one can learn everything from school. A teacher, no matter how much he knows, he can not teach his students everything they want to know. The teacher’s job is to show his students how to learn. He teaches them how to read and how to think. So much more is to be learned outside school by the students themselves.
It is always more important to know how to study by oneself than to learn some facts or a formula by heart. It is actually quite easy to learn a certain fact in history or a formula(公式) in mathematics. But it is very difficult to use a formula in working out a maths problem. Great scientist, such as Einstein, Newton and Galileo, didn’t get everything from school. But they were all so successful and invented so many things for men. They worked hard all their lives, wasting not a single moment. They would ask many questions as they read and they did thousands of experiments.
小题1:According to the passage, a good teacher should be one who is to_________.| A．help his students to gain a good memory. | | B．train his students’ ability to learn | | C．teach his students everything he knows | | D．have his students studying long hours |
小题2: If a student want to learn better, the most important thing for him to do is_______.| A．to learn all the useful facts and formula by heart | | B．to do everything as his teacher have said in class | | C．to absorb (吸收) as much knowledge from his teacher as possible | | D．to think more while he is studying |
小题3:The main reason for the success of the great scientists is that________.| A．the teachers who had taught them were all experienced. | | B．they used to work and study without a moment’s rest. | | C．they had received more schooling than other people | | D．they know how to study and worked hard |
小题4:What’s the good advice the writer gives us?| A．We can learn better without teachers | | B．We should do more asking and thinking while studying | | C．We should pay enough attention to classroom | | D．Book knowledge is little use |
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Mother always said I was born to swim. I was 41 at the amazing fact. If this was true, then why was I afraid of water? I went to swim every summer, but I made 42 progress. I was worried and blamed myself several times. When I watched people swimming 43 , how I wished I had learnt to swim!
The story of how I learnt to swim is dramatic. One summer afternoon, my 44 and I went to the swimming pool to swim. While he was 45 his clothes, I was wandering along the bank of the pool. Suddenly I heard a voice, “ 46 !” and then came a big noise and 47 splashes(溅水). Just when I was 48 the swimmer’s skills, I slipped into the pool! I was so afraid that I 49 at once! But the water kept coming towards me and I 50 lots of it. I was moving upside down and trying to reach the 51 . I was struggling very hard to keep my head 52 the water. A(n) 53 was like a hundred years to me. To my surprise, I was able to keep the style! Just then, my father saw me and he seemed to be 54 . He then said, “Calm down, just 55 your arms and legs like this. Right!” And I 56 it! I finally learnt to swim! You can’t imagine how happy I was and I wanted to 57 for joy!
From this experience I learnt that one’s power is 58 . Sometimes you could show that power in an emergency. If you believe that, you will discover the power 59 within yourself and achieve your goals. And one has to stay calm when it’s 60 . To calm down helps you to think clearly and make the best decision.
| 小题1: | | A．satisfied | B．easy | C．surprised | D．happy |
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| 小题2: | | A．a little | B．little | C．much | D．rapid |
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| 小题3: | | A．freely | B．easily | C．slowly | D．hardly |
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| 小题4: | | A．coach | B．friend | C．brother | D．father |
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| 小题5: | | A．changing | B．buying | C．washing | D．drying |
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| 小题6: | | A．Turn away | B．Hurry up | C．Look out | D．Look ahead |
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| 小题7: | | A．dirty | B．strong | C．ugly | D．beautiful |
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| 小题8: | | A．studying | B．admiring | C．avoiding | D．seeing |
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| 小题9: | | A．shouted | B．sank | C．swam | D．dived |
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| 小题10: | | A．felt | B．covered | C．fought | D．drank |
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| 小题11: | | A．swimmer | B．base | C．bank | D．stick |
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| 小题13: | | A．year | B．day | C．hour | D．minute |
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| 小题14: | | A．shocked | B．excited | C．moved | D．inspired |
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| 小题16: | | A．dropped | B．got | C．fetched | D．worked |
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| 小题18: | | A．strange | B．endless | C．unexpected | D．unlimited |
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| 小题19: | | A．laying | B．lying | C．going | D．starting |
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| 小题20: | | A．easy | B．interesting | C．dangerous | D．complete |
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Many of Chinese students who have learnt English for more than ten years are still unable to speak English fluently when they meet a foreigner. They seem to have mastered the basic language structure, but a conversation in English will make them feel uneasy. They are afraid that other people might find out their mistakes.
It is not uncommon that many students, who are bad speakers of English, can write English perfectly. This proves that they are not unable to organize their idea in English. The center of the problem is that they don’t have enough practices and confidence.
Why should you be afraid? Do you fear those foreigners to whom you are speaking? Don’t be shy. They will not laugh at you just for a little mistake you make. The best to get rid of this trouble is to learn to speak by speaking more. I am sure that more practice will help you to succeed.
小题1:What’s the best topic for the passage?| A．How to speak to foreigners | | B．How to write English well | | C．How to organize the idea in English | | D．Practice speaking English |
小题2:So many Chinese students dare not speak to foreigners because_________.| A．they are afraid they can’t understand the foreigners | | B．they worry about making mistakes in their speaking | | C．they are afraid their English is too poor | | D．they don’t like speaking to foreigners |
小题3: In the last paragraph, the expression “get rid of” means _________.| A．do with | B．be free of | C．be afraid of | D．get into |
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