When you turn on the radio, you hear an advertisement. When you watch television, you hear and see an advertisement. If you turn the pages of a newspaper or magazine, again you find an advertisement. If you walk down the street, you see one advertising board after another. All day, every day, people who want to sell you something compete to catch your attention. As a result, advertisements are almost everywhere.
In the West, advertisements are the fuel (燃料) that makes mass media work. Many TV stations, newspapers, magazines, radio stations are privately 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 describe it in this way: Advertising is the paid, non-personal, and usually persuasive (有说服力的)description of goods, services and ideas by identified (明确的)sponsors 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 reality, it is directed at large groups of people. Third, advertising is usually persuasive. Directly or indirectly it tells people to do something. All advertisements try to make people believe that the product, idea or service advertised can do good to them. Fourth, the sponsor of the advertisement must be identified. From the advertisement, we can see if the sponsor is a company, or an organization, or an individual. Fifth, advertising reaches us through traditional and nontraditional mass media. Included in the traditional media are newspapers, magazines, radio, television, and films. Nontraditional media include the mail, matchbox covers, and billboards (广告牌).
64. The existence of the privately owned mass media depends financially on___.
A. the government B. their owners’ families
C. advertisements D. the audience
65. What does the underlined word “sponsors” mean in Chinese?
A.广告商 B.出资者 C.经纪人 D. 经理人
66. According to the passage, which of the following statements about the features of advertisements is NOT true?
A. Advertising must be honest and amusing.
B. Advertising is meant for large groups of people.
C. Advertising tells people to do something directly or indirectly.
D. The sponsors are always mentioned in the advertisements.
67. According to the writer’s attitude, what is advertising?
A. Advertising is a means of “keeping your name before the public”.
B. Advertising is “truth well told”, which tells people all the facts about goods.
C. Advertising is persuasive description of goods, services and ideas.
D. Advertising is a way to sell you something completely to catch your attention.
Inside China Daily
China, Japan ink fishery accord
The New China -Japan Fishery Agreement will be put into effect starting June this year, Chinese vice - minister of agriculture, Qi Jingfa told a press conference yesterday in Beijing.
—Page 2
Offshore funeral
The remains of more than 500 dead will be scattered at sea this spring near the mouth of Yangtze River in Shanghai. To save space Shanghai officials discouraged land burials.
—Page 3
The only wise choice
Co -operation with the mainland for a peaceful reunification should be the only wise choice for the newly elected Taiwan leader.
—Page 4
Interest in activity such as fairs, galleries and exhibitions has caused the art market to take shape in China. —Page 9
Two sides of a story.
The government’s efforts to cut the homework burden of primary and middle school students have drawn mixed reactions.
—Page 10
Blind, but not out.
Yang Jia, an English professor at the Chinese Academy of Science meets the challenges brought by the sudden loss of her eyesight and continues to make it in her work.
—Page 11
The above section may possibly appear on ________ of China Daily.
A.Page 5 | B.the Front Page |
C.Page 9 | D.the last page |
From the text we can learn that ________ .
A.no one will be buried in the ground after they die in Shanghai |
B.Chinese fishermen can go fishing freely in Japan soon |
C.a blind professor can work better |
D.more and more people have begun to do art business |
When you look through this issue of China Daily, you are sure to find ________ .
A.how Taiwan’s new leader was made |
B.that people think differently of reducing pupils’ burden |
C.sad stories about students with heavy burden in primary and middle schools |
D.interesting stories of art fairs, galleries and exhibitions of different shapes in China |
Without proper planning, tourism can cause problems. For example, too many tourists can crowd public places that are also enjoyed by the inhabitants of a country. If tourists create too much traffic, the inhabitants become annoyed and unhappy. They begin to dislike tourists and to treat them impolitely. They forget how much tourism can help the country’s economy. It is important to think about the people of a destination country and how tourism affects them. Tourism should help a country, keep the customs and beauty that attract tourists. Tourism should also advance the wealth and happiness of local inhabitants.
Too much tourism can be a problem. If tourism grows too quickly, people must leave other jobs to work in the tourism industry. This means that other parts of the country’s economy can suffer.
On the other hand, if there is not enough tourism, people can lose jobs. Businesses can also lose money. It costs a great deal of money to build large hotels, airports, air terminals, first- class roads, and other support facilities(配套设施)needed by tourist attractions. For example, a major international class tourism hotel can cost as much as 50 thousand dollars per room to build. If this room is not used most of the time, the owners of the hotel lose money.
Building a hotel is just a beginning. There must be many support facilities as well, including roads to get to the hotel, electricity, sewers to handle waste, and water. All of these support facilities cost money. If they are not used because there are not enough tourists , jobs and money are lost.
Which of the following do you think has been discussed in the part before this selection?
A.It is extremely important to develop tourism. |
B.Building roads and hotels is essential. |
C.Support facilities are highly necessary. |
D.Planning is of great importance to tourism. |
The underlined word“ inhabitants” (in Paragraph 1 ) probably means________.
A.tourists | B.passengers |
C.population | D.citizens |
Too much tourism can cause all these problems EXCEPT ________ .
A.a bad effect on other industries |
B.a change of tourists’ customs |
C.over - crowdedness of places of interest |
D.pressure on traffic |
It can be inferred from the text that ________ .
A.the author doesn’t like tourism developing so fast |
B.local people will benefit from tourist attraction |
C.other parts of a country’s economy won’t benefit from tourism much |
D.we can't build too many support facilities |
Many people believe the glare(炫目的光)from snow causes snowblindness. Yet, with dark glasses or not, they find themselves suffering from headaches and watering eyes, and even snowblindness ,when exposed to several hours of“ snow light”.
The United States army has now determined that glare from snow does not cause snowblindness in troops in a snow -covered country. Rather ,a man’s eyes frequently find nothing to focus on (聚集)in a broad space of snow- covered without- grass land. So his gaze continually moves and jumps back and forth over the entire landscape in search of something to look at. Finding something, hour after hour, the eyes never stop searching and the eyeballs become tired and the eye muscles ache. Nature makes up for this discomfort by producing more and more fluid (流体) which covers the eyeball. The fluid covers the eyeball in increasing quantity until it makes eyes difficult to see dearly, and the result is total, even though for a short time, snowblindness.
Experiments led the Army to a simple method of overcoming this problem. Scouts(侦察兵)ahead of the troops are trained to shake snow from evergreen bushes, creating a dotted line as they cross completely snow - covered landscape. Even the scouts themselves throw lightweight, dark - colored objects ahead on which they can focus too. The men following can then see something. Their gaze is arrested. Their eyes focus on a bush and having found something to see, stop searching the snow -blanketed landscape. By focusing their attention on one object at a time. the men can cross the snow without becoming hopelessly snowblind or lost. In this way the problem of crossing a continuous white land is overcome.To prevent snowblindness caused by the strong light from snow, wearing glasses or not ________.
A.depends on whether the snow is white enough |
B.makes no difference |
C.makes much difference |
D.depends on whether the snow is thick |
When the eyes are tired, tears flow out ________.
A.to clear the vision |
B.to make the eyes stop searching |
C.to make the vision unclear |
D.to produce more and more liquid |
Snowblindness can be avoided ________.
A.by moving one’s gaze back and forth |
B.by walking ahead and keeping looking around |
C.by making up for the discomfort of one’s eyes |
D.by providing the eyes with something to focus on |
The dream of flying into outer space, cherished by the Chinese people for centuries, will soon come true.
China launched its fourth unmanned spacecraft (飞船)“Shenzhou Ⅳ” on December 30 at the Jiuquan Satellite Launch Centre in Gansu Province. It was the 27th consecutive(连续的)and successful launch of China - made rockets since October 1996. This launch has made it more realistic for China to send a person into space on its own following Russia and the USA.
Qi Faren,leading designer of the spacecraft system, said all the functions (功能) designed for manned flights have withstood (经受住)the test of three previous, successful launches and return landings of the “Shenzhou” spaceships.
China launched the “Shenzhou Ⅰ ”, “Shenzhou Ⅱ ”and “Shenzhou Ⅲ ”spacecrafts in 1999,2001 and 2002 respectively.
“Shouzhou Ⅳ” was to make it a more comfortable place in which astronauts can live and work. All parts of the application system for manned flight are aboard the “Shenzhou Ⅳ”craft in all test flights.
China’s manned flight programme began in 1992. A number of unmanned test flights will be launched before Chinese astronauts are sent into space.
Leading scientists in charge of China’s manned space programme said the successful launch of the “Shenzhou Ⅳ” laid a solid foundation for the country’s future task of sending Chinese astronauts to outer space.
The spacecraft returned to the earth on January 5, after completing seven experiments in space.
Officials at the centre said that“ Shenzhou Ⅴ”, a manned spacecraft, is expected to be launched later this year.
How many countries can send a person into space on its own by now?
A.2. | B.3. |
C.4. | D.Not mentioned. |
China’s manned flight programme began in ________.
A.1992 | B.October 1996. |
C.1999 | D.January 2003 |
As a matter of fact, ________ .
A.“Shenzhou Ⅴ ”has been launched |
B.“Shenzhou Ⅳ” was a manned spacecraft |
C.“Shenzhou Ⅲ ”and“ Shenzhou Ⅳ” were not launched in the same year |
D.the dream of man flying into outer space has come true in China |
Which is the most suitable title for the passage?
A.The Successful Launching of “Shenzhou Ⅳ ”. |
B.The Landing of “Shenzhou Ⅳ ”. |
C.Chin a’s Manned Flight Programme. |
D.The Third Country Sending a Person into Outer Space. |
Life on land probably began about 430 million years ago, though it has existed in the water for perhaps as much as 3,000 million years. When we think of the first thing on land, we probably think of strange animals coming out of the oceans, but in fact no animals could have been living if plants had not been on land first. Plants had to be on land before animals arrived. They supplied the first land animals with the surrounding and food necessity, since they, the plants, are the only form of life that is able to get and store energy.
The first plants to exist out of the water were probably certain kinds of algae(海藻)which were followed by other plants that grew close to the ground and needed water in which to reproduce. Once the move to land had been made, however, evolution(进化)took place quickly. By the end of 100 million years, plants had developed their roots(根),and some had got tree -like forms since height was very important in gaining sunlight. About 300 million years ago, much of the world was covered with forests of huge trees. In most ways they were like modern trees. They had roots, leaves, wood, but mostly they had not developed seeds.
The main idea of the first paragraph is ________.
A.life on land probably began 430 years ago |
B.the first animal on land came from oceans |
C.there wouldn't be animals without plants |
D.plants are the only form of life that is able to get and store energy |
Which of the following statements is true according to the passage?
A.Algae has existed for more than 430 million years. |
B.It is impossible that algae might be the earliest plant on land. |
C.Plants get food from animals in the oceans. |
D.Evolution began after animals appeared on land. |
Plants with roots appeared about ________ million years ago.
A.430 | B.300 | C.330 | D.100 |
According to the passage, ________ appeared earlier than ________.
A.apples; oranges | B.oranges; apples |
C.oranges; roses | D.algae; wheat |