Shopping is not as simple as you may think! There are all sorts of tricks at pla
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Shopping is not as simple as you may think! There are all sorts of tricks at play each time we reach out for that particular brand of product on the shelf.
Colouring, for example, varies according to what the producers are trying to sell. Health foods are packaged in greens, yellows or browns because we think of these as healthy colours. Ice cream packets are often blue and expensive goods, like chocolates, are gold or silver.
When some kind of pain killer was brought out recently, researchers found that the colours turned the customers off because they made the product look weak and ineffective. Eventually, it came on the market in a dark blue and white package—blue because we think of it as safe, and white as calm.
The size of a product can attract a shopper. But quite often a bottle doesn’t contain as much as it appears to.
It is believed that the better-known companies spend, on average, 70 percent of the total cost of the product itself on packaging!
The most successful producers know that it’s not enough to have a good product. The founder of Pears soap, who for 25 years has used pretty little girls to promote (推销) their goods, came to the conclusion: “Any fool can make soap, but it takes a genius to sell it.”
小题1:Which of the following may trick a shopper into buying a product according to the text?| A．The cost of its package. | B．The price of the product. | | C．The colour of its package. | D．The brand name of the product. |
小题2:The underlined part “the colours turned the customers off” (in Para.3) means that the colours _________.| A．attracted the customers strongly | | B．caused the customers to lose interest | | C．tricked the customers into shopping | | D．had weak effects on the customers |
小题3:Which of the following is the key to the success in product sales?| A．The way to promote goods. | | B．The discovery of a genius. | | C．The team to produce a good product | | D．The brand name used by successful producers. |
小题4:Which of the following would be the best title for this text?| A．Choice of Good Products | | B．Disadvantages of Products | | C．Effect of Packaging on Shopping | | D．Brand Names and Shopping Tricks |
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答案
小题1:C
小题2:B
小题3:A
小题4:C |
解析
试题分析：文章集中描述了产品的包装对产品销售的影响，包括颜色，大小，和推销手段等。
小题1:细节题：该文重点描述了产品包装的颜色对购买者的影响，这也是促使消费者购买的手段之一。选C
小题2:推理题：根据“because they made the product look weak and ineffective”这句话的说明，我们可以判断，既然产品看起来似乎是无效的，因此消费者当然没有购买的兴趣。选B
小题3:推理题：根据文章最后一段所举的一个实例可以看出：光有好的产品还不够，重要的是对产品的大力推销，这才是产品畅销的关键。选A
小题4:主旨大意题。文章集中描述了产品的包装对产品销售的影响，因此 C 选项最佳。 |
举一反三
Jockeys(职业赛马骑师) are the smallest athletes. They are rarely over five feet six, or 120 pounds. The lighter the weight on the horse, the faster it can go.
Riding fast horses on the track is tough on the small jockeys. The jockey doesn’t“sit”on the horse. He leans forward on his legs. The strain is on his thighs(大腿) and calf(小腿) muscles. As jockeys age, their legs“go”first. Jockeys also need arm strength. It’s a strain holding a 1000-pound racehorse.
On muddy days, jockeys get a pounding of mud. The mud comes flying off the hooves(蹄) of the horses in front. “It feels like someone is punching you all over,”says one rider.
And a jockey can be hurt. A jockey can have a leg jammed between two horses. Or it can get caught between horse and the rail. The worst accidents are from falls. A horse may fall on his rider. Or horses behind may trample if he hits the track. In one year about 240 riders are hurt badly. That’s one out of six jockeys.
But the jockeys are well-paid. A jockey keeps about ten percent of the money his horses win. Jacinto Vasquez, a five-foot-three comer, has ridden horses to ＄7,000,000 in wins in the last eight years, which means he does almost ＄100,000 a year.
Why do some jockeys do better than others? “It isn’t the way a boy sits on a horse or uses the reins or the whip,”says Conn McCreary. McCreary was a top jockey of the 1950’s. He rode two Kentucky Derby winners. “Most jockeys do this the same. It’s the ‘feel’ he has for the horses.”
“When you come right down to it, it just seems that horses run better for some riders,” McCreary says. “A real good jockey doesn’t lose with the best horse. And sometimes he’ll win with the second or third best.”
Many Latin-American riders, like Jacinto, seem to have the knack. “Maybe it’s because we grew up with horses,”says Jacinto. “Maybe it’s because we like to ride. There was a strike at Aqueduct last year. We, Jorge Velasquez, and Angel Cordero (two other top Latin riders) went to a park. We rented horses, and rode around the bridle path(骑马专用道)!”
小题1:The main idea of Paragraph 1 is about ______________.| A．the size of jockeys. | B．the age of jockeys | | C．the size of the horse | D．the speed of the horse |
小题2:When a jockey is riding a fast horse, he doesn’t __________.| A．really sit on the horse | B．lean forward on his legs | | C．use much arm strength | D．get any mud on wet track |
小题3: The most dangerous problem for a jockey arises __________________.| A．when his leg is jammed between two horses | | B．when his clothes are splashed over with mud. | | C．when the jockey’s horse falls on the jockey | | D．when the jockey is not well paid |
小题4:A really good jockey can often win a race ____________.| A．only when he rides on the best horse | | B．even when he rides the second best horse | | C．when he rides on a rented horse | | D．if the horse is just a Kentucky Herby |
小题5: The underlined word “Knack” in the last paragraph probably means__________________.| A．special skill | B．dangerous hobby | | C．riding culture | D．excellent horses. |
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Why does most of the world travel on the right side today? Theories differ, but there’s no doubt Napoleon was a major influence. The French have used the right since at least the late 18th century. Some say that before the French Revolution, noblemen drove their carriages on the left, forcing the peasants to the right. Regardless of the origin, Napoleon brought right-hand traffic to the nations he conquered, including Russia, Switzerland and Germany. Hitler, in turn, ordered right-hand traffic in Czechoslovakia and Austria in the 1930s. Nations that escaped right-hand control, like Great Britain, followed their left-hand tradition.
The U.S. has not always been a nation of right-hand drivers; earlier in its history, carriage and horse traffic travelled on the left, as it did in England. But by the late 1700s, people driving large wagons pulled by several pairs of horses began promoting a shift（改变）to the right. A driver would sit on the rear（后面的）left horse in order to wave his whip（鞭子）with his right hand; to see opposite traffic clearly, they travelled on the right.
One of the final moves to firmly standardize traffic directions in the U.S. occurred in the 20th century, when Henry Ford decided to mass-produce his cars with controls on the left (one reason, stated in 1908: the convenience for passengers exiting directly onto the edge, especially… if there is a lady to be considered). Once these rules were set, many countries eventually adjusted to the right-hand standard, including Canada in the 1920s, Sweden in 1967 and Burma in 1970. The U.K. and former colonies such as Australia and India are among the Western world’s few remaining holdouts(坚持不变者). Several Asian nations, including Japan, use the left as well--- though many places use both right-hand-drive and left-hand-drive cars.
小题1:Why did people in Switzerland travel on the right?| A．They had used the right-hand traffic since the 18th century. | | B．Rich people enjoyed driving their carriages on the right. | | C．Napoleon introduced the right-hand traffic to this country. | | D．Hitler ordered them to go against their left-hand tradition. |
小题2:Of all the countries below, the one that travels on the right is_________. | A．Austria | | B．England | | C．Japan | | D．Australia |
小题3:Henry Ford produced cars with controls on the left __________.| A．in order to change traffic directions in the U.S. | | B．so that passengers could get off conveniently | | C．because rules at that time weren’t perfect | | D．though many countries were strongly against that |
小题4:According to the passage, which of the following is TRUE?| A．Before the French Revolution, all the French people used the right. | | B．People in Britain and the U.S. travel on the same side nowadays. | | C．The Burmese began to travel on the right in 1970. | | D．All the Asian nations use the left at present. |
小题5:What would be the best title for this passage?| A．Who made the great contribution to the shift of traffic directions? | | B．How cars have become a popular means of transportation? | | C．How Henry Ford produced his cars with controls on the left? | | D．Why don’t people all drive on the same side of road? |
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“I like your smile, but unlike you put your shoes on my face”. A charming way of saying “Keep off the grass”. But could you figure it out? Or this: “Wash Clothing Store” for laundry.
They are both typical Chinglish, a combination of English vocabulary and Chinese grammar. Expressions such as “people mountain people sea”, means extremely crowded, and “give you some color to see”, meaning a punishment, are widely known and recognized.
Chinglish has been attracting global attention in recent years as China grows rapidly in status on the world stage, attracting both fans and detractors(批评者).
The Beijing Speaks Foreign Languages Programme and English First China Company, a language trainer known as EF Education, jointly launched a campaign to root out poor grammar and misused vocabulary in downtown Beijing. They argue Chinglish is an embarrassment that we should let it die out at all costs.
“It is meaningful to allow the capital to show its most beautiful historical and cultural heritage to the world." Michael Lu, vice-president of EF Education said, “since the launching of the campaign, foreign teachers and students had been very keen to volunteer participation.”He believed signs were very important in public services. "The signs in some old buildings confused foreign visitors.
Chinglish, although the target of much criticism, has also won supporters who regard it as an interesting way for foreigners to learn how Chinese people think and express themselves.
“Many Chinglish logos carry Chinese elements and they will enrich the English language,” 32-year-old Oliver Radtke said. He had even published a book “Chinglish: Found in Translation,” on the subject. About 50,000 copies of the book have been sold since it was published in 2007.
Some Chinese university experts also side with Chinglish. "English has absorbed elements from other languages such as French and Spanish in its growth, and the emergence of Chinglish again testifies(说明) to the language’s vitality and inclusiveness," said Shi Anbin, an associate professor of Tsinghua University.
小题1:How did Chinglish come into being?| A．Chinese people misunderstood the meaning of the new words. | | B．Chinese people combined English vocabulary with Chinese grammar. | | C．Chinese people based their English on the native English speakers. | | D．Chinese people make wide use of English vocabulary with bad spelling. |
小题2:What Shi Anbin said means .| A．there are many French and Spanish words in English | | B．English is the language with vitality and inclusiveness | | C．Chinglish enriches English and shouldn’t be got rid of | | D．Chinglish has greater effect on English than French and Spanish |
小题3:According to Oliver Radtke, Chinglish .| A．shows how Chinese people think | | B．does damage to the English language | | C．shows the great humor of Chinese people | | D．should be sold to all over the world |
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阅读下面短文，从短文后各题所给的四个选项（A、B、C和D）中，选出可以填入空白处的最佳选项，并在答题卡上将该项涂黑。
Language is the most astonishing behavior in the animal kingdom. It is the species-typical behavior that sets humans completely 36 from all other animals. Language is a means of 37 , but it is much more than that. Many animals can 38 . The dance of the honeybee communicates the location of flowers 39 other members of the hive (蜂群). But human language permits communication about anything, 40 things like unicorns (独角兽) that have never existed. The key 41 in the fact that different words can be 42 together in different ways, according to 43 to communicate different meanings.
Language is the most important learning we do. Nothing can 44 humans so much as our ability to communicate abstract 45 , whether about the university, the mind, love, dreams, or ordering a drink. It is an extremely complex 46 that we take for granted. Indeed, we are not aware of most 47 of our speech and understanding. Consider what happens when one person is speaking to 48 . The speaker has to translate thoughts into 49 language. Brain imaging studies suggest that the time from thoughts to the 50 of speech is extremely fast. Only 0.04 seconds! The listener must hear the sounds to 51 what the speaker means. He must use the sounds of speech to 52 the spoken words, understand the pattern of 53 of the words (sentences), and finally 54 the meaning. This takes somewhat longer, a minimum of about 0.5 seconds. But once started, it is of course a(n) 55 process.
| 小题2: | | A．advertisement | B．communication | C．discovery | D．invention |
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| 小题3: | | A．transfer | B．move | C．convey | D．communicate |
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| 小题5: | | A．only | B．almost | C．even | D．just |
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| 小题6: | | A．stays | B．situates | C．hides | D．lies |
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| 小题7: | | A．stuck | B．joined | C．rung | D．controlled |
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| 小题8: | | A．rules | B．scales | C．laws | D．standards |
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| 小题9: | | A．combine | B．contain | C．define | D．declare |
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| 小题10: | | A．activities | B．thoughts | C．effects | D．chances |
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| 小题11: | | A．expectation | B．progress | C．process | D．produce |
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| 小题12: | | A．aspects | B．abstracts | C．angles | D．assumptions |
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| 小题13: | | A．anybody | B．another | C．other | D．everybody |
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| 小题14: | | A．body | B．gesture | C．written | D．spoken |
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| 小题15: | | A．growing | B．fixing | C．beginning | D．building |
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| 小题16: | | A．put out | B．take down | C．draw up | D．figure out |
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| 小题17: | | A．identify | B．locate | C．reveal | D．discover |
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| 小题18: | | A．performance | B．organization | C．design | D．show |
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| 小题19: | | A．regulate | B．justify | C．release | D．interpret |
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| 小题20: | | A．slow | B．interesting | C．continuous | D．serious |
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In 1947 a group of famous people from the art world headed by an Austrian conductor decided to hold an interactional festival of music, dance and theatre in Edinburgh. The idea was to reunite Europe after the Second World War.
At the same time, the “Fringe” appeared as a challenge to the official festival. Eight theatre groups turned up uninvited in 1947, in the belief that everyone should have the right to perform, and they did so in a public house disused for years.
Soon, groups of students firstly from Edinburgh University, and later from the universities of Oxford and Cambridge, Durham and Birmingham were making the journey to the Scottish capital each summer to perform theatre by little-known writers of plays in small church halls to the people of Edinburgh.
Today the “Fringe”, once less recognized, has far outgrown the festival with around 1,500 performances of theatre, music and dance on every one of the 21 days it lasts. And yet as early as 1959, with only 19 theatre groups performing, some said it was getting too big.
A paid administrator was first employed only in 1971, and today there are eight administrators working all year round and the number rises to 150 during August itself. In 2004 there were 200 places housing 1,695 shows by over 600 different groups from 50 different countries. More than 1.25 million tickets were sold.
小题1:What was the purpose of Edinburgh Festival at the beginning?| A．To bring Europe together again. | | B．To honor heroes of World War 11. | | C．To introduce young theatre groups. | | D．To attract great artists from Europe. |
小题2:Why did some uninvited theatre groups come to Edinburgh in 1947?| A．They owned a public house there. | | B．They came to take up a challenge. | | C．They thought they were also famous. | | D．They wanted to take part in the festival. |
小题3:Who joined the "Fringe" after it appeared?| A．they owned a public house there | | B．University students. | | C．Artists from around the world. | | D．Performers of music and dance. |
小题4:We may learn from the text that Edinburgh Festival __________.| A．has become a non-official event | | B．has gone beyond an art festival | | C．gives shows all year round | | D．keeps growing rapidly |
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