Advertisement is the difficult business of bringing information to great numbers

Advertisement is the difficult business of bringing information to great numbers

题型:不详难度:来源:
Advertisement is the difficult business of bringing information to great numbers of people.The purpose of an advertisement is to make people respond to make them react to an idea,such as helping prevent forest fires,or to make them want to buy a certain product or service.At the beginning of the 20th century,advertisement was described as“salesmanship in print”.If this definition were expanded to include radio and television,it would still stand today.The most effective way to sell something is through person-to-person contact.But the cost of person-to-person selling is high because it takes a great deal of time,and it increases the cost of the product or service.Advertising distributes the selling message to many people at one time.The first printed advertisement in the English language appeared in 1278,more than a century before Shakespeare’s first play was produced.This early advertisement was the work of William Caxton,England’s first printer,who used it to advertise religious books from his own workshop Caxton posted small printed notices along London’s main streets.Besides advertising his product,he identified his shop with a red-striped shield(盾形徽章)so that customers could find it easily.
This same sort of simple informational advertising is still used.Examples are the roadside signs that tell travelers that they can buy fresh corn just down the road or that there is a restaurant in the next town.
The Industrial Revolution,in the 18th and 19th centuries,brought a new kind of advertising.Large factories took the place of small workshops and goods were produced in large quantities.
Manufacturers used the newly built railroads to distribute(递送)their products over wide areas.They had to find many thousands of customers in order to stay in business.They couldn’t simply tell people where shoes or cloth or tea could be bought---they had to learn how to make people want to buy a specific product. Thus modern advertising was born.
Advertising created new markets and helped to raise standards of living as people came to feel that they had a right to new and better products.
小题1:The passage mainly talks about       .
A.the development of advertisement
B.the first advertisement in the world
C.the difficulty in advertising
D.the advantages of advertisements
小题2:Why is advertisement accepted by people?
A.Because it can help to prevent forest fires.
B.Because it cand make people want to buy a certain product or service.
C.Because it can bring information to great numbers of people.
D.Because it can help people live longer.
小题3:Modern advertisement was born as a result of         .
A.the Industrial Revolution
B.the newly built railroads
C.the appearance of the first printer advertisement
D.people’s need
小题4:We can conclude from the passage that         .
A.red-striped shield is the best thing to use in advertising
B.main streets and television are used in advertising
C.person-to-person selling is the best way in advertising
D.people show little interest in advertisement

答案

小题1:A
小题1:C
小题1:A
小题1:B
解析

小题1:通读全文,主要讲述了广告业的发展史。
小题1:从文章最后一句可知,广告使人们获取了大量信息,人们可有选择地购买商品或接受服务,从而生活水平得以提高。
小题1:从文章第三段可知,由于工业革命的发展带来新型的广告业,即现代广告。
小题1:从文章中可知,red-striped shied是首次做广告时用的东西,不是最佳方式,而B项才是现代发布广告的途径,通过街道或电视做广告省钱高效。
举一反三
Have you got any wonderful plans for your coming winter vacation? Here are some wonderful films for you to kill time.
Away We Go
With a baby on his way, a young couple,  Burt and Verona, look at their lives and are puzzled about what they really want. So they hit the road and seek a place to call home. On their journey, they visit a handful of characters and learned a lot.
It’s about taking the scenic route in life, preparing for the hope and excitement and fear of new beginnings, while never forgetting to look out of the window.
Orphan 
 Easther, a bright and well-behaved child, however, is not as innocent as she appears. Soon after being taken home, the peace of her adoptive family is completely changed…
You want a good horror film about a child from hell? Then you got one! Do not, in any cases, take children to see it.
500 Days of Summer 
Tom is in love with Summer from the moment he sees her. Can he accept that she simply likes him for now, not for forever? The movie is about Tom wrestling with that reality. Tom remembers his love, Summer, as a series of joys and bafflements(阻碍,迷惑). But Summer is just herself and he cannot have her.
Here is a rare movie that begins by telling us how it will end and is about how the hero has no idea why.
2012
The director Roland Emmerich successfully dresses a corny story with an old Mayan prediction, which is believed by many to happen in the coming 2012 and as a result, attracts millions of people into the cinema.
It’s just an entertaining Hollywood blockbuster(大片) with plenty of jokes, instead of a description of what the end of the world is really like. Don’t take it too seriously!

小题1: This passage aims to __________.
A.make comments on films for a cinemaB.introduce films for a film corporation
C.recommend several films for funD.advertise several films for a website
小题2:If you bring your seven-year-old sister to the cinema, which of the following film should you avoid?
A.Away We Go.B.Orphan.C.2012.D.500 Days of Summer.
小题3: Among all the characters mentioned in the passage, who directed films in Hollywood?
A.Roland Emmerich.B.Tom and Summer.C.Burt and Verona.D.Esther.
小题4:Which of the following statements is TRUE according to the passage?
A.Orphan is a comedy about Esther adopted by a kind family.
B.500 Days of Summer is a romance with a happy ending.
C.Away We Go shows beautiful scenery on the young couple’s journey.
D.The ancient Mayan prediction is going to happen in 2012.

题型:不详难度:| 查看答案
World Expo 2010 Shanghai China is to be staged in Shanghai from May1 to October 31, 2010. If you plan to visit the Shanghai Expo this summer, China Pavilion is a must-see area for you.
China Pavilion, which is called Oriental Crown(东方之冠), is located at the center of the Expo site. Standing 63 meters tall, the China Pavilion takes the shape of an emperor’s crown, with the upper layers larger than the lower ones. Covering 160,000 square meters in floor space, the pavilion consists of a national hall and a regional hall. Construction on the China Pavilion began on December 18, 2007. The design of the China Pavilion was picked from a total of 344 designs put forward by Chinese from around the world. The pavilion possesses both traditional and modern features, which helps develop the theme of the 2010 Expo: “ Better City, Better Life”. For example, it is red in appearance, which contains the elements of traditional Chinese culture, and it is green indoors, with the use of energy-saving techniques. The Shanghai World Expo is expected to attract 70 million visitors from across the globe. It is estimated that 400,000 people will visit the Expo and its 140 pavilions every day during the period, but the China Pavilion is only able to receive about one tenth of the total. How to accommodate so many people in the pavilion remains a tough task. Luckily, the China Pavilion is built as a permanent landmark.
During the Expo, the main structure will be used for an exhibition based on the theme of “ Chinese wisdom in urban development” by explaining the values of harmony, nature and spirit. The three-story pavilion has three sections. The top floor’s “Footprint of the East” will show some of the changes in Chinese cities. There, you can see a film which shows how Chinese cities have changed, especially in the past 30 years. According to Lu Chuan, director of the film, the scenery is like something from Lord of the Rings. On the second floor, “Journey of Wisdom” will explain China’s four great inventions. And the ground’s “Blossoming City” will display scenes from cities of the future.
小题1:Which of the following words can be used to describe the China Pavilion?
A.TinyB.Round
C.Exotic(异国情调的)D.Environmentally-friendly
小题2:From the passage, we can infer that _____.
A.China Pavilion will be pulled down after the World Expo 2010 is over
B.China Pavilion will probably continue to be open to visitors after the Expo is over
C.you can continue to visit the other pavilions after the Expo is over
D.some foreign friends took part in the designs of the China Pavilion
小题3: On the second floor, you can _________.
A.enjoy a film about the changes of cities in China
B.learn what Shanghai looked like in the 1920s
C.find out how paper was invented
D.see how Chinese cities will look like in the future

题型:不详难度:| 查看答案
The days of Europeans relaxing in the cafe with a newspaper and a seemingly endless cup of coffee appear to be numbered.A new English expression is popular in Europe these days:“coffee to go.”
“Five or ten years ago it was much more normal to sit in a cafe for several hours than it is nowadays,”says Joann,who works in a central Berlin coffee bar owned by the Canadian coffee and bakery chain Tim’s.
“There is a trend towards a more fast-paced life.But people still act surprised  when you ask if the coffee is‘to go’.You mean I can take it with me? they ask..”
“Europe is often five or eight years behind trends in America,”says Joann.“In the States.‘coffee to go’is part of everyday life.”
Owing in part to Starbucks,it appears to be very much part of everyday life in many other countries too.
The Seattle-based group compete with a growing number of global chains in attempting to reshape coffee drinking cultures in regions including Asia and the Middle East.
The US is the model for continental Europe’s new“coffee to go”culture:Each of the new cafe bars offers bagels,muffins,brownies and cookies to go with the coffee.
But then,“coffee to go’’might sound a little odd to English ears used to the words “takeaway”or take one.
It does sum up the brisker pace of life since the city resumed its status as the German capital following the fall of the Berlin wall in 1989.
As one more sign of the changing times,one of Berlin’s most venerable(古老而庄重的)coffee houses,cafe Einstein,has followed the trend by opening a small chain of coffee shops across the city.
Taking coffee,slowly and in decorous(端正的)surroundings,has been a feature of European coffee houses,particularly in German speaking countries,for decades.
For the elderly citzens of Vienna it amounts to a ritual(仪式)when they gather in coffee houses around the city for a cup of their favovrite drink and a piece of rich,creamy cake.
小题1:From the passage,we can see that      .
A.“coffee to go” springs in Europe these days
B.Europe is often a few years before trends in America
C.America often follows Europe’s “coffee to go”culture
D.it’s easy to reshape coffee drinking cultures in the Middle East
小题2:Every new cafe bar offers some        to go with the coffee
A.foodB.newspaperC.drinkD.music
小题3:More and more Europeans have takeaway coffee because        .
A.Europeans live a more fast-paced life now
B.The coffee is much cheaper
C.Europeans are used to taking away the coffee
D.the coffee is easy to take away
小题4:The characteristic of European coffee houses is        .
A.“coffee to go ”as part of daily life
B.sitting in a cafe bar for several hours
C.having coffee slowly in a pleasant atmosphere
D.taking away coffee in a hurry

题型:不详难度:| 查看答案
A person named Bernard Jackson today is a free man, but he has many bitter memories. He spent five years in prison after a jury (陪审团) wrongly convicted (判处……有罪) him of raping two women. At Jackson’s trial, although two witnesses testified that Jackson was with them in another location at the time of the crime, he was convicted anyway. Why? The jury believed the testimony (证词) of the two victims, who positively identified Jackson as the man who had attacked them. The court eventually freed Jackson after the police found the real criminal.
Many factors influence the accuracy of eyewitness testimony. For instance, witnesses sometimes see photographs of several suspects before they try to identify the person they saw in a group of people. They can become confused by seeing many photographs of similar faces. The number of people in the group, and whether it is a person or a photograph, may also affect a witness’s decision. People sometimes have difficulty identifying people of other races. The questions the police ask witnesses also have an effect on them.
Many people believe that police officers are more reliable than ordinary people. Psychologists decided to test this idea, and they discovered that it is not true. Two psychologists showed a film of crimes to both police officers and civilians. The psychologists found no difference between the police and the civilians in correctly remembering the details of the crimes.
Despite all the possibilities for inaccuracy, courts cannot leave out eyewitness testimony from a trial. American courts depend almost completely on eyewitness testimony to resolve (决定) court cases. Sometimes it is the only evidence to a crime, such as rape. Furthermore, eyewitness testimony is often correct. Although people do sometimes make mistakes, and convict innocent people, more importantly, eyewitness testimony has rightly convicted a larger number of guilty people.
American courts depend on the ability of the twelve jurors, and not the judges, to determine the accuracy of the witness’s testimony. It is their responsibility to decide if a certain witness could actually see, hear and remember what happened.
小题1:Bernard Jackson was found guilty and sentenced 5 years’ prison because          .
A.the police discovered evidence leading to his guilt
B.he admitted the crime of raping two women
C.the victims insisted that he was the attacker
D.the eyewitness proved the victims’ testimony
小题2:The following statements may be the reasons for why sometimes the eyewitness’ testimony is not accurate EXCEPT          .
A.the eyewitness is confused by the police’s questions
B.the eyewitness is shown photos of many similar faces
C.the eyewitness lacks the professional help from police
D.the eyewitness can’t identify people of other races clearly
小题3:An inaccurate eyewitness testimony may lead to        .
A.the misunderstanding of the case B.the disbelief in the court
C.the disrespect for the eyewitnessD.the conviction of an innocent person
小题4:Eyewitness testimony is important because        .
A.it can be relied on to detect criminals in all cases.
B.it is sometimes the only way to resolve court cases.
C.it is sometimes the only clue for police investigation.
D.it is more reliable than physical evidences to a crime.
小题5:According to the text, we can infer that          .
A.police identification is more reliable than that of the ordinary people
B.eyewitness testimony is valuable, though sometimes incorrect.
C.crime victims often fail to give positive identification of the suspects
D.the jury relies on the judge rather than the eyewitness for a decision

题型:不详难度:| 查看答案
Flight Distance
Any observant people have noticed that a wild animal will allow a man or other potential enemy to approach only up to a given distance before it escapes. “Flight distance” is the terms used for this interspecies spacing. As a general rule, there is a positive relationship between the size of an animal and its flight distance --- the larger the animal, the greater the distance it must keep between itself and the enemy. An antelope will escape when the enemy is as much as five hundred yards away. The wall lizard’s flight distance, on the other hand, is about six feet. Flight is the basic means of survival for mobile creatures.
Critical Distance
Critical distance apparently is present wherever and whenever there is a flight reaction. “Critical distance” includes the narrow zone separating flight distance from attack distance. A lion in a zoo will flee from an approaching man until it meets a barrier that it cannot overcome. If the man continues the approach, he soon penetrates(穿过,透过)the lion’s critical distance, at which point the cornered lion turns back and begins slowly stalk(逼近)the man.
Social Distance
Social animals need to stay in touch with each other. Loss of contact with the group can be fatal (致命的)for a variety of reasons including exposure to enemies. Social distance is not simply the distance at which an animal will lose contact with his group --- that is, the distance at which it can no longer see, hear, or smell the group --- it is rather a psychological distance, one at which the animal apparently begins to feel anxious when it goes beyond its limits. We can think of it as a hidden band that contains the group.
Social distance varies from species to species. It is quite short --- apparently only a few yards --- among some animals, and quite long among others.
Social distance is not always rigidly(刻板的)fixed but is determined in part by the situation. When the young of apes and humans are mobile but not yet under control of the mother’s voice, social distance may be the length of her reach. This is readily observed among baboons(狒狒)in a zoo. When the baby approaches a certain point, the mother reaches out to seize the end of its tail and pull it back to her. When added control is needed because of danger, social distance shortens. To show this in man, one has only to watch a family with a number of small children holding hands as they cross a busy street.
小题1:Which of the following is the most suitable explanation to “Flight distance”?
A.Distance between animals of the same species before escaping.
B.Distance between large and small animals before escaping.
C.Distance between an animal and its enemy before escaping
D.Distance between certain animal species before escaping.
小题2:If a lion’s critical distance is penetrated, it will ________
A.begin to attackB.try to hideC.begin to jumpD.run away
小题3:The example of the children holding hands when crossing the street in the last paragraph shows that ________.
A.social distance is not always needed
B.there is no social distance among children
C.humans are different from animals in social distance
D.social distance is sometimes determined by outside factors
小题4:Which of the following one can be the best title of the passage?
A.Critical DistanceB.Spacing in Animals
C.Relationship Between AnimalsD.Psychological Distance

题型:不详难度:| 查看答案
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