Advertising can be a service to the customer. This is true when advertisements g

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Advertising can be a service to the customer. This is true when advertisements give reliable information about the goods advertised. Such information is needed if the customer is to make a sensible choice when he buys. It is useful in that it lets him know of the kinds of goods in the shops. Printed advertisements do this job best. Customers can collect them and compare them. They can be taken along to shops and their claims can be checked against the actual goods in the shops.
however, some advertisements are not very useful to the customer. Instead of helping him to satisfy his real needs, they set out to make him want things. They set out to create a need. These advertisements are cleverly done. The people who produce them understand our weaknesses. They set out to make us believe that what they advertise will make us cleverer, prettier and more handsome, if only we use it. Actually, it is our money they are after and we should be on guard.
Some advertisements mislead customers by using part of the truth to suggest something false, and it is skillfully made to give that idea to the careless reader, listener or viewer.
At its best advertising can be useful to the customer. At its worst it can mislead him. Many newspapers check on the goods for which the advertisements made claims. Most newspapers are very careful about the small advertisements, which try to sell goods directly to the readers by post. Many newspapers print information about this on their small advertisement pages. Advertising has become a very big business, and good firms in it do all they can to make sure it is conducted with some attention to truth. This is a help to the customer. But the best way is for customers to be on the lookout.
小题1:It can be inferred from the passage that advertisements can be useful if they ________.

A．how a long list of the goods advertised

B．give true information about goods

C．tell customers what to buy

D．appear on TV and in newspapers at the same time

小题2:Advertisements that play on our weaknesses make us ________.

A．desire things we do not need	B．purchase the goods we need
C．attracted by them	D．become loyal reader, listener or viewer

小题3: according to the text, which of the following is TRUE?

A．All advertising firms do not care to tell the truth about the goods they advertise.

B．All advertising firms only care to make money, as advertising is a big business.

C．Most advertising firms make sure that advertisements do not purposely cheat.

D．The advertised goods are often of poor quality.

小题4:The underlined word "They" refers to ________.

A．Goods

B．Customers

C．Shops

D．Advertisements

答案

小题1:B
小题2:A
小题3:C
小题4:D

解析

本文讲的是能给消费者提供广告物品的可信赖的信息的广告是有用的。
小题1:推断题。由文章第一句推出。
小题2:细节题。由第二段第一、二句可知。
小题3:结论题。从第三、四段可知。
小题4:指代题。由含They那个句子和前一句可知they指advertisements。

举一反三

阅读短文，回答后面的问题。
For many of us, cartoon strips are simply one of our pastimes. The popular Japanese manga(漫画) provides us with an escape from reality into a world of fantasy, adventure and romance. With much less text and pictures running for pages, it fits perfectly into today"s fast, throwing away city lifestyle.
But Tsai Chih-chung, a famous Taiwanese illustrator (漫画家), doesn"t agree. He believes cartoons can be a bridge connecting traditional Chinese culture a

nd wisdom with the modern world in a much wittier and more acceptable way.
He has interpreted Lao Zi, Confucius, Mencius, Zhuang Zi and Sun Zi and made their works accessible to a global audience. He has also produced two books about Zen (禅宗), introducing oriental philosophy. His cartoons are humorous yet full of wisdom and are admired as an easy way to learn Chinese classics.
After avoiding the public for ten years, Tsai made a comeback in late April with seven new works. But does his age, 61, work as a gap between him and his young readers? Tsai doesn"t think so. The topics he has covered range from philosophy in a time of individuality to the learning and memorizing techniques used at school. "Every child is a genius and has the potential beyond his own imagination," he said.
If popular Japanese manga is purely for entertainment, Tsai"s work, to a large extent, is to light the power of thinking in a light-hearted way. Tsai uses different forms of water to refer to people. In his eyes some people are like an ocean, some are like vapor (水蒸汽), while others may be ice or rain. But in essence they share a similarity – human being"s forever chasing for the true and the good. "The person who thinks over life iss

ues is not necessarily a scholar or a philosopher," he said. "I"ve dedicated my whole life to thinking and individual freedom, not making a living."
1. What is the main idea of the first paragraph in the passage?
A. Japanese manga is a simple way of killing time.
B. What Japanese manga is mainly about.
C. Japanese manga presents a world of fantasy, adventure and romance.
D. Why Japanese manga is so popular.
2. The underlined word “it” in paragraph 1 refers to___________.
A. much less text B. Japanese manga
C. pictures running for pages D. an escape from reality
3. In Tsai Chih-chung’s opinion, cartoon ___________.
A. connects traditional Chinese culture and wisdom.
B. helps connect Chinese classics with modern world.
C. uses a wiser and acceptable way to draw cartoons.
D. builds up a bridge between cartoons and illustration.
4. What is the main difference between Japanese manga and Tsai’s works in this passage?
A. His works are mainly designed for a pure time killer for all.
B. His works are more popular with young readers in China now.
C. His works are to inspire people to think in a cheerful way.
D. His works are much more interesting and instructive.
5. According to the passage, which of the following is TRUE about Tsai Chih-chung?
A. He thinks some people are like ocean, some like vapor, while others like ice cream.
B. He says that one who thinks over life is either a scholar or a philosopher.
C. He values more thinking and personal freedom than making a living.
D. Tsai devoted his life to creating cartoons in order to make money.

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In meditation(冥想)，people sit quietly and focus their attention on their breath .As they breathe in and out ,they attend to their feelings .As thoughts go through their minds. They let them go. Breathe .Let go .Breathe .Let go .
According to a recent study at the Insight Meditation Society in Barre,Massachusetts. Three months of training in this kind of meditation causes a market change in how the brain allocates(分配) attention. It appears that the ability to let go thoughts that come into mind frees the brain to attend to more rapidly changing things and events in the outside world. Expert mediators are better than other people at catching such fast-changing stimuli( 刺激),like facial expressions.
The study provides evidence for changes in the workings of the brain with mental training. People can learn and improve abilities of all sorts with practice, everything from driving to playing the piano. The study has shown that meditation is good for the brain. It appears to reduce pressure and promote a sense of well-being.
In an experiment, 17 volunteers with no meditation experience in the experimental group spent three months meditating 10 to 12 hours a day .A control group also with no meditation experience meditated for 20 minutes a day over the same period .Both groups were then given the tests with two numbers in a group of letters. As both group looked for the numbers , their brain activity was recorded.
Everyone could catch the first number .But the brain recordings showed that the less experienced mediators tended to grasp the first number and hang onto it, so they missed the second number .Those with more experience gave less attention to the first number .as if letting it go ,which led to an increased ability to grasp the second number ,This shows that attention can change with practice.
Just ask Daniel Levision , who meditated for three months as part of the study .”I am a much better listener,” he said . “ I do not get lost in my own personal reaction to what people are saying.”
小题1: The underlined word “them” in Paragraph 1 refers to __________ .

A． feelings

B．minds

C．people

D．thoughts

小题2: Meditations manage their daily tasks better because they ________ .

A．are given less pressure

B．allocate their attention better

C．have more stimuli for life

D．practice them more frequently

小题3:In the experiment ,volunteers doing meditation for longer hours _____ .

A．were more likely to catch both of the members

B．were used to memorizing numbers in groups

C．usually ignored the first number observed

D．paid more attention to numbers than to letters

小题4: The study proves that _____ .

A．meditation improves one’s health

B．brain activity can be recorded

C．human attention can be trained

D．mediators have a good sense of hearing

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A recent study, published in last week’s Journal of the American Medical Association, offers a picture of how risky it is to get a lift from a teenage driver. Indeed, a 16-year-old driver with three or more passengers is three times as likely to have a fatal accident as a teenager driving alone. By contrast, the risk of death for drivers between 30 and 59 decreases with each additional passenger.
The author also found that the death rates for teenage drivers increased dramatically after 10 p.m., and especially after midnight, with passengers in the car, the driver was even more likely to die in a late-night accident.
Robert Foss, a scientist at the University of North Carolina Highway Safety Research Center, says the higher death rates for teenage drivers have less to do with “really stupid behavior” than with just a lack of driving experience. “The basic issue.” he says, “is that adults who are responsible for issuing licenses fail to recognize how complex and skilled a task driving is.”
Both he and the author of the study believe that the way to mitigate (使……缓解)the problem is to have states institute so-called graduated licensing systems, in which getting a license is a multistage process. A graduated license requires that a teenager first prove himself capable of driving in the presence of an adult, followed by a period of driving with night of passenger restrictions, before graduating to full driving privileges.
Graduated licensing systems have reduced teenage driver crashes, according to recent studies, About half of the states now have some sort of graduated licensing system in place, but only 10 of those states have restrictions on passengers, California is the strictest, with a novice(新手)driver prohibited from carrying any passenger under 20(without the presence of an adult over 25)for the first six months.
小题1:Which of the following situations is most dangerous according to the passage?

A．Adults giving a lift to teenagers on the highway after 10 p.m.

B．A teenager driving after midnight with passengers in the car.

C．Adults driving with three or more teenage passengers late at night.

D．A teenager getting a lift from a stranger on the highway at midnight.

小题2:According to Robert Foss, the high death rate of teenage drivers is mainly due to ________

A．their frequent driving at night

B．their improper way of driving

C．their lack of driving experience

D．their driving with passengers

小题3:According to Paragraph 3. which of the following statements is TRUE?

A．Teenagers should spend more time learning to drive.

B．Driving is a skill too complicated for teenagers to learn.

C．Restrictions should be imposed on teenagers applying to take driving lessons.

D．The licensing authorities are partly responsible for teenagers" driving accidents.

小题4:A suggested measure to be taken to reduce teenagers" driving accidents is that ________ .

A．driving in the presence of an adult should be made a rule

B．they should be prohibited from taking on passengers

C．they should not be allowed to drive after 10 p.m.

D．the licensing system should be improved

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Heading back to the room for dinner and a hot shower may sound like the act of a tired tourist ,but in a traditional Japanese inn ─ or ryokan ─ those activities can be as interesting as anything along the sightseeing trail.“People going looking for a sort of nostalgic(怀旧的),old-fashioned ,and traditional view of Japanese life will find it most easily in a ryokan,”said Peter Grilli, the president of Japan Society of Boston, Massachusetts.
Many ryokans sprang up in the 17th century to put up feudal lords traveling along the Tokaido highway to Edo(now Tokyo). Today tourists looking for a taste of the country’s historic lifestyle find varying levels of understated elegance in ryokans throughout the country.
A typical stay starts with a greeting from the inn’s staff and a change from street shoes into slippers .An attendant leads guests to their rooms, where slippers are removed before walking on the rice-straw flooring, called tatami. Walking slowly along behind a kimonoclad（身穿和服的）attendant on the creaky wood floors of Fukuzumiro ryokan,s hallways is like stepping back in time. The inn was established in 1890 by a former samurai（武士）.
Tim Paterson ,33, a banker living in Tokyo, has stayed at several ryokans. This New Zealand native leaves after a recent stay at Fukuzumiro. “I think it’s quite good mixing culture with history and not just going to see it ,but living in it, staying in it,”he said. Sliding glass doors line the inn’s rural hallways, bringing in the sound of tricking water and the quietness of the stone and tree-filled courtyards outside.
小题1:From the first paragraph, we can see that_________________ .

A．there is no dinner and a hot shower in the ryokan

B．such activities as dinner and shower in the ryokan can take you back in time

C．such activities as dinner and shower mean the same both in ordinary inns and traditional inns

D．such activities as dinner and shower are more important than the sightseeing for tourists

小题2:What’s the purpose of building so many ryokans in the 17th century?

A．Providing rooms for the noble when they traveled.

B．Keeping the Japanese traditional style of life.

C．Making people feel elegant in the ryokan.

D．Attracting more tourists to put up in the ryokan.

小题3: Which of the following shows the right order of tourists entering the ryokan?
a. An attendant shows guests to their room;
b. The guests take off their shoes;
c. The staff greet the guests;
d. The guests walk on tatami;
e. The guests take off slippers;
f. The guests put on slippers.
A. b ; c ; d ; e ; f ; a             B. c ; b ; f ; a ; e ; d
C. c ; a ; d ; b ; e ; f             D b ; a ; d ; e ; c ; f
小题4:From Tim Paterson’s words in the last paragraph ,we can infer that      .

A．he will never stay in such a ryokan again

B．he stays in such a ryokan just for its long history

C．he feels relaxed and culturally enriched after staying in such a ryokan

D．he would rather live in such a ryokan than go back home

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The hospital burn unit is a popular place on the day after Thanksgiving. I found that out three years ago, when my 18-month-old daughter touched a radiator pipe while playing around our friends" farmhouse. Instead of feasting on leftover stuffing, I rushed my child as she screamed to hospital. Instead of getting a jump on my Christmas shopping, I learned how to take care of second-degree burns.
Our story had a happy ending. With weeks of twice-daily treatments at Mommy and Papa"s kitchen-table burn clinic, my daughter"s hands healed. But other children we saw at the outpatient burn clinic weren"t so lucky. I saw hands _____________________, a mouth that would never smile straight, a scalp that would never grow hair. All the parents had stories of accidents as easy as ours: a cup of tea knocked from a side table, a tumble (摔倒) into a space heater. "Heaters and soup," one veteran nurse told me at the hospital. "That"s all it is. Heaters and soup."
Most of the injuries were to hands and wrists, and most came from contact with hot liquids or from touching hot objects. Not only do small children not realize the danger posed by hot objects; their skin is much thinner than that of adults. They burn more quickly, and the burns tend to be deeper and more severe.
Traditional fire safety education focused on preventing fires. The number of children injured by playing with fire has declined substantially when the Consumer Product Safety Commission required that cigarette lighters be child-resistant. "We know people know about smoke alarms," says Chrissy, program manager for Safe Kids USA, a nonprofit that works to reduce childhood injuries. Now, fire safety experts hope that public education efforts will turn to burns that can be just as terrible as injuries caused by flame.
1. Which sentence in the passage is the closest in meaning to the following one? People used to be warned of the fire burns.
2. Fill in the blank in Paragraph 3 with a proper sentence．(within 10 words)
3. What is the best title for this passage? (within 10 words)
4. For what purpose does the author mention “a cup of tea” or “a tumble into a space heater” in Paragraph 2?(within 10 words)
5. Translate the underlined sentence in the last paragraph into Chinese．

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