阅读理解。 In the West, advertisements are the fuel that makes mass media work. M
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阅读理解。 |
In the West, advertisements are the fuel that makes mass media work. Many TV stations, newspapers, magazines, radio stations are privately (私下地) owned. The government does not give them money. So where does the money come from? From advertisements. Without advertisements, there would not be these private businesses. Have you ever asked yourself what advertising is? Through the years, people have given different answers to the question. For some time it was felt that advertising was a means of "keeping your name before the public". And some people thought that advertising was "truth well told". Now more and more people consider it in this way: Advertising is the paid, non-personal, and usually persuasive presentation of goods, services and ideas by some certain sponsors (赞助商) through various media. First, advertising is usually paid for. Various sponsors pay for the advertisements we see, read, and hear over the various media. Second, advertising is non-personal. It is not face-to-face communication. Although you may feel that a message in a certain advertisement is aimed directly at you, in fact, it is directed at large groups of people. Third, advertising is usually persuasive. Directly or indirectly it asks people to do something. All advertisements try to make people believe that the product, idea, or service advertised can benefit them. Fourth, the sponsors of the advertisement must show their names. From the advertisement, we can see if the sponsor is a company, or a single person. Fifth, advertising reaches us through old and modern mass media. Included in the old media are newspapers, magazines, radio, television, and films. Modern media include emails, matchbox covers, and boards on top of buildings. |
1. The existence of the privately owned mass media depends on the support of ____. |
A. the government B. their owners" families C. advertisements D. the TV stations |
2. The passage seems to say that different ideas of advertising are given due to ____. |
A. the change of time B. the subject of the advertisements C. people"s age difference D. people"s different opinions |
3. Which of the following is considered modern mass media? |
A. Newspapers B. Emails C. Magazines D. Films |
4. According to the passage, which of the following statements about advertisements i8 NOT true? |
A. The sponsors are always mentioned. B. Advertising must be honest and humorous. C. There is the description of things advertised. D. Advertising is meant for large groups of people. |
答案
1-4 C A B B |
举一反三
选做题:请认真阅读下列短文,并根据所读内容在文章后表格中的空格里填入一个最恰当的单词。 (注意:每个空格只填一个单词。) |
Interviewer: "Marjorie Scardino, you are leading one of the top companies in the U.K., and you"ve been voted business woman of the year. What qualities do you need to run a large company effectively?" Marjorie Scardino: "Well, I think different companies probably require different qualities, but for me there are only a few simple qualities that cut across all requirements, and those are courage and imagination and empathy. And by empathy, I mean, having the ability to put yourself in other people"s positions and understand how they feel about situations and ideas." Interviewer: "Which business leaders do you admire and why?" Marjorie Scardino: "I think the best business leaders are probably ones we don"t know about, not the stars we read in the newspapers. I think they"re probably the ones who have had a great business idea and have seen the desired result. So the business leaders I most admire right now are those managers in Pearson who are achieving our goals of double-digit earnings growth." Interviewer: "What do business leaders actually do?" Marjorie Scardino: "My staff would probably say this was a really excellent question they ask themselves every day. I think what they do is just what I"ve said the business leaders I admire do. They create a business idea, and they see it through." Interviewer: "As a leader, how do you motivate your employees?" Marjorie Scardino: "I"d like to think we motivate each other. I think my job is to make sure the company has a purpose, because I think people like to work for a company that has a reason for being, that they can identify with and feel good about. I think that I have to communicate well with them everything that"s going on and everything I"m trying to do in a clear way. And then in return I think they inspire me to think more adventurously and to think more carefully about how to inspire them and how to build a better business. So, it"s sort of cooperation." Interviewer: "Do you think leaders are born or made?" Marjorie Scardino: "I think it"s probably a bit of both. All human beings obviously are born with certain qualities, and certain common features. But I"ve seen so many people in my life who have, using those basic qualities, re-invented themselves several times as they"ve gone into new situations. You know, you"re a certain kind of person when you"re in school, and your friends know who you are. And then as you grow up you go into new situations and become somebody else. So, people who were never leaders in school become the great business leaders of our time. So, I would have to say, mostly it"s made, but you have to use what you"re born with." |
1._____ with Marjorie Scardino
Interviewer"s 2_____. | Answers by Marjorie Scardino | What are the qualities for 3._____ a large company effectively? | They are courage, imagination and empathy, by which she means being 4._____ to put herself in others" positions and understand them well. | Who are the business leaders she admires and why? | They are those 5._____ in her company who have had a great business idea and have seen the desired result. | What do the business leaders do actually? | They create business 6._____ and see them through. | What"s the way of 7._____ her employees? | Motivation is sort of cooperation. Employers and employees motivate each other. She thinks that she should make them well 8._____ of the company"s purpose. | Are leaders born or made? | Leaders are mostly made 9._____ they are born with certain qualities. But these born qualities must be made 10._____ of. | 阅读理解。 | Hi! I"m Sylvie from Toulouse in France. I"m 14 years old and I"ve got a twelve-year-old sister called Camille. I love going to pop music concerts and playing tennis with my friends. I"m interested in cooking and my favorite food is pizza. I don"t like getting up in the mornings and I hate tidying my room! I like animals and I"ve got a cat called Mimi. What about you? I"d like to have pen friends from a lot of different countries. Love, Sylvie Deschamps | Hello! My name is Antonio and I"m from Verona in the north of Italy. I"m 12 years old and I"ve got a brother and a sister. I"m interested in music, travel and pets. At weekends I love going to parties with my friends. This is my first year studying English. I"m also learning French and German. Write to me soon. I"d like to receive letters from all over the world. Best wishes, Antonio Lazaro | Hello everyone! I"m Tyler Collins. I live in Florida, and I"m 18 years old I"m very much interested in meeting new people from different cultures. I"m studying languages and I plan to go to other countries to teach English within the year. I love all kinds of music, any movie, and I love books about places around the world. If you want to know more about me, just message me. Tyler Collins | Hey! My name is Freyja; I"m 15 years old. I live in England and love the countryside. I go climbing a lot. I"m crazy about rock music and like the guitar. I"m in a band which I and my friends started two months ago. If you have the same interests as mine, message me and we could be friends! Freyja Murphy | 阅读理解。 | Let"s Bake (烤) Sugar Cookies Nobody is actually sure who created the very first cookie. But the first cookie may have been a mistake. Many cooking experts believe that a long time ago cooks who wanted to test the temperature of their ovens would bake a little bit to find out if the oven was hot enough to bake an entire cake. These test cakes were called keokje, which means "little cake" in the language used in the Netherlands. People from the Netherlands brought the recipe to the United States. The word "cookie" may have come from their word keokje. Cookies are also very popular in England, but the English call them "biscuits", as do Australians. Almost every country has a word for cookie. In Spain, they are called galletas, and in Italy, cookies are called biscotti. Americans are not the only people who enjoy cookies. You can make cookies following these steps: ·Preheat oven to 150℃. Put a little butter on a cookie sheet. ·Mix together white sugar, brown sugar, butter and eggs. Then add vanilla. ·Add flour, salt, baking soda, and baking powder. Then mix well. ·Drop by spoonfuls onto the cookie sheet. ·Bake at 150℃ for 12 minutes or until lightly brown. | 1. In which country were the test cakes first made? | A. Spain. B. Australia. C. The Netherlands. D. The United States. | 2. What does the first paragraph talk about? | A. Describe how to bake a cake. B. Tell why people like cookies. C. Tell when people make cookies. D. Describe the history of cookies. | 3. What is the first step to bake cookies? | A. Heat oven t0 150℃. B. Mix the butter and the sugar. C. Test the temperature of the oven. D. Brush the cookies with some oil. | 4. If the cookies look lightly brown, what does this mean? | A. They have burned. B. They are done. C. They have become soft. D. They need to cook for 12 minutes. | 阅读理解。 | Stamp collecting is fun and easy to do. You do not even have to buy stamps to start a collection. Ask friends and members of your family for used stamps from letters and postcards. Here is some advice to get you started. Think carefully what kinds of stamps you want to collect when you start. Some people get stamps from all over the world. Others save stamps from just one country. You might want to save a special type of stamp, such as animal stamps, sports stamps, or space stamps. Keep your stamps in your album, a special book, to protect them. It may have paper pages or plastic ones with pockets to hold your stamps. Never tape or glue your stamps, because you may damage them. Joining a stamp club can help you learn more about stamps. You can also trade stamps with other collectors. Now you know what to do. You can start collecting stamps today! | 1. According to the author, collecting stamps is _____. | A. modern B. easy C. expensive D. strange | 2. What is the first thing to do in collecting stamps? | A. Trade stamps with foreigners. B. Save your stamps in a pocket. C. Decide what stamps to collect. D. Ask your friends to write to you. | 3. The passage is mainly about _____. | A. what are the best stamps to collect B. why collecting stamps is important C. how to start a stamp collection D. where to find a stamp club | 阅读理解。 | Throughout history there have always been people who can make other people laugh. Early clowns often both annoyed and delighted listeners with their comments and songs. They Were not the silent performers seen in today"s circus rings. Clowns lost their voices when the big three-ring circuses made it impossible for the audience to hear them. | |
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