“Image is everything.” An entire industry has been built upon the precondition that image is everything, but when it comes down to it, an appealing image is not enough. If there is no substance(物质) behind the image, the product, service or person will fail at length.
First of all, one should consider how important image is in the selling of products and services. Advertising agencies have raised the art of creating an image to a state of near perfection. Public concept of that product or service is certainly managed by the images created by the advertising agencies. But if the product or service does not live up to the image that was created, the customer will be very dissatisfied and possibly ask for their money back. For example, the Arthur Andersen accounting firm had spent decades building up an image of trustworthiness. But the recent scandal (丑闻) showed that behind that image, it had dishonest business practices. Despite the previous positive image, the firm is being accused of criminal actions and it will probably not survive as a business unit. Although the image had been nearly perfect, the reality behind the image has led to the downfall of the world famous accounting firm.
Similarly, personal consultants can build up a public image for politicians and movie stars. Putting out positive news releases, making sure that only the best photographs are published, and ensuring that the person is seen in all the right places can build up a very positive image in the view of the general commons. But once again, history is filled with examples of both politicians and movie stars that fell from grace(体面) like the story of the Hollywood actor giving in to the pressures of fame and fortune. With people, just as with products and services, image is certainly important, but without positive substance behind the image, failure is close.
To summarize, it is clear that an appealing image is extremely important to success, whether that image is related to selling a product or service or to the “selling” of a person. But image is only half of the equation. What lies behind that image is every bit as important as the image itself —— the person or product must deliver on that image or there is little chance for long-term success.
72.The downfall of the Arthour Andersen accounting firm is due to ________.
A. its dishonesty in business B. its previous images
C. its bad management D. its poor service
73.Why did some famous people fall from grace?
A. Their images were not well built up
B. They failed to live up to their images.
C. They felt much pressure from the public
D. They paid little attention to fame and fortune.
74.The structure of the passage is ________.
A: Argument B: Point C: Conclusion
75.The author tries to argue that _________.
A. image creates everything
B. image is the key to success
C. truth is unlikely ever to be equalled
D. truth and image are equally important
No one knows for sure when advertising first started. It is possible that it grew out of the discovery that some people did certain kinds of work better than others did them. That led to the concept of specialization, which means that people would specialize, or focus, on doing one specific job.
Let's take a man we'll call Mr. Fielder, for example. He did everything connected with farming. He planted seeds, tended the fields, and harvested and sold his crops. At the same time, he did many other jobs on the farm. However, he didn't make the bricks for his house, grind the wheat for his flour, or cut his trees into boards. He also did not make the plows(犁), the work boots, or any of the other hundreds of things a farm needs. Instead, he got them from people who specialized in doing each of those things.
Suppose there was another man we shall call Mr. Plowright. Using what he knew about farming and working with iron, Mr. Plowright invented a plow that made farming easier. Mr. Plowright did not really like farming himself and wanted to specialize in making really good plows. Perhaps, he thought, other farmers will trade what they grow for one of my plows.
How did Mr. Plowright let people know what he was doing? Why, he advertised, of course. First he opened a shop and then he put up a sign outside the shop to attract customers. That sign may have been no more than a plow carved into a piece of wood and a simple arrow pointing to the shop door. It was probably all the information people needed to find Mr. Plowright and his really good plows.
Many historians believe that the first outdoor signs were used about five thousand years ago. Even before most people could read, they understood such signs. Shopkeepers would carve into stone, clay, or wood symbols for the products they had for sale.
A medium, in advertising talk, is the way you communicate your message. You might say that the first medium used in advertising was signs with symbols. The second medium was audio, or sound, although that term is not used exactly in the way we use it today. Originally, just the human voice and maybe some kind of simple instrument, such as a bell, were used to get people's attention.
A crier, in the historical sense, is not someone who weeps easily. It is someone, probably a man, with a voice loud enough to be heard over the other noises of a city. In ancient Egypt, shopkeepers might hire such a person to spread the news about their products. Often this primitive form of advertising involved a newly arrived ship loaded with goods. Perhaps the crier described the goods, explained where they came from, and praised their quality. His job was, in other words, not too different from a TV or radio commercial in today's world.
| 1． |
What probably led to the start of advertisement?
|
| 2． |
To advertise his plows, Mr. Plowright.
|
| 3． |
The writer makes up the two stories of Mr. Fielder and Mr. Plowright in order to.
|
| 4． |
In ancient Egypt, a crier was probably someone who.
|
| 5． |
The last two paragraphs are mainly about.
|
The National Gallery
Description:
The National Gallery is the British national art museum built on the north side of European art ranging from 13th-century religious paintings to more modern ones by Renoir and Van Gogh. The older collections of the gallery are reached through the main entrance while the more modern works in the East Wing are most easily reached from Trafalgar Square by a ground floor entrance
Layout:
The modern Sainsbury Wing on the western side of the building houses 13th-to15th-century paintings, and artists include Duccio, Uccello, Van Eyck, Lippi, Mantegna, Botticelli and Memling.
The main West Wing houses 16th-century paintings, and artists include Leonardo da Vinci, Cranach, Michelangelo, Raphael, Bruegel, Bronzino, Titan and Veronest.
The North Wing houses 17th-century paintings, and artists include Caravaggio, Rubens, Poussin, Van Dyck, Velazquez, Claude and Vermeer.
The East Wing houses 18th-to early 20th-century paintings, and artists include Canaletto, Goya, Turner, Constable, Renoir and Van Gogh
Opening Hours:
The Gallery is open every day from 10am to 6pm (Fridays 10anm to 9pm) and is free, but charges apply to some special exhibitions.
Getting There:
Nearest underground stations: Charing Cross (2-minute walk). Leicester Square (3-minute walk), Embankment (7-minute walk), and Piccadilly Circus(8-minute walk).
| 1． |
In which century's collection can you see religious paintings?
|
| 2． |
Where are Leonardo da Vinci's works shown?
|
| 3． |
Which underground station is closest to the National Gallery?
|
It happened to me recently. I was telling someone how much I had enjoyed reading Barack Obama’s Dreams From My Father and how it had changed my views of our President. A friend I was talking to agreed with me that it was ,in his words, “a brilliantly（精彩地）written book”. However, he then went on to talk about Mr Obama in a way which suggested he had no idea of his background at all. I sensed that I was talking to a book liar.
And it seems that my friend is not the only one. Approximately two thirds of people have lied about reading a book which they haven’t. In the World Book Day’s “Report on Guilty Secrets”, Dreams From My Father is at number 9. The report lists ten books, and various authors, which people have lied about reading, and as I’m not one to lie too often (I’d hate to be caught out ),I’ll admit here and now that I haven’t read the entire top ten . But I am pleased to say that, unlike 42 percent of people, I have read the book at number one, George Orwell’s 1984. I think it’s really brilliant.
The World Book Day report also has some other interesting information in it. It says that many people lie about having read Jane Austen, Charles Dickens, Fyodor Dostoevsky(I haven’t read him, but haven’t lied about it either )and Herman Melville.
Asked why they lied, the most common reason was to “impress” someone they were speaking to. This could be tricky if the conversation became more in –depth!
But when asked which authors they actually enjoy, people named J. k. Rowling, John Grisham, Sophie Kinsella (ah, the big sellers, in other words). Forty-two percent of people asked admitted they turned to the back of the book to read the end before finishing the story(I’ll come clean: I do this and am astonished that 58 percent said they had never done so).How did the author find his friend a book liar?
| A．By judging his manner of speaking. |
| B．By looking into his background. |
| C．By mentioning a famous name. |
| D．By discussing the book itself. |
Which of the following is a “guilty secret” according to the World Book Day report?
| A．Charles Dickens is very low on the top-ten list. |
| B．42% of people pretended to have read 1984. |
| C．The author admitted having read 9 books. |
| D．Dreams From My Father is hardly read. |
By lying about reading, a person hopes to.
| A．control the conversation |
| B．appear knowledgeable |
| C．learn about the book |
| D．make more friends |
What is the author’s attitude to 58%of readers?
| A．Favorable. |
| B．Uncaring |
| C．Doubtful |
| D．Friendly |
The baby is just one day old and has not yet left hospital. She is quiet but alert (警觉). Twenty centimeters from her face researchers have placed a white card with two black spots on it. She stares at it carefully. A researcher removes the card and replaces it by another, this time with the spots differently spaced. As the cards change from one to the other, her gaze(凝视) starts to lose its focus - until a third, with three black spots, is presented. Her gaze returns; she looks at it for twice as long as she did at the previous card. Can she tell that the number two is different from three, just 24 hours after coming into the world?
Or do newborns simply prefer more to fewer? The same experiment, but with three spots shown before two, shows the same return of interest when the number of spots changes. Perhaps it is just the newness? When slightly older babies were shown cards with pictures of objects(a comb, a key, an orange and so on), changing the number of objects had an effect separate from changing the objects themselves. Could it be the pattern that two things make, as opposed to three? No again. Babies paid more attention to squares moving randomly on a screen when their number changed from two to three, or three to two. The effect even crosses between senses. Babies who were repeatedly shown two spots became more excited when they then heard three drumbeats than when they heard just two; likewise(同样地) when the researchers started with drumbeats and moved to spots.The experiment described in Paragraph 1 is related to the baby’s ______.
| A．sense of hearing. |
| B．sense of sight. |
| C．sense of touch. |
| D．sense of smell. |
Babies are sensitive to the change in ______.
| A．the size of cards. |
| B．the colour of pictures. |
| C．the shape of patterns. |
| D．the number of objects. |
Why did the researchers test the babies with drumbeats?
| A．To reduce the difficulty of the experiment. |
| B．To see how babies recognize sounds. |
| C．To carry their experiment further. |
| D．To keep the babies’ interest. |
Where does this text probably come from?
| A．Science fiction. |
| B．Children’s literature. |
| C．An advertisement. |
| D．A science report. |
Some people will do just about anything to save money. And I am one of them. Take my family's last vacation. It was my six-year-old son's winter break form school, and we were heading home from Fort Lauderdale after a weeklong trip. The flight was overbooked, and Delta, the airline, offered us $400 per person in credits to give up our seats and leave the next day. I had meeting in New York，So I had to get back . But that didn't mean my husband and my son couldn't stay. I took my nine-month-old and took off for home.
The next day my husband and son were offered more credits to take an even later flight. Yes, I encouraged一okay, ordered-them to wait it out at the airport, to "earn" more Delta Dollars. Our total take: $1,600. Not bad, huh?
Now some people may think I'm a bad mother and not such a great wife either. But as a big-time bargain hunter, I know the value of a dollar. And these days, a good deal is something few of us can afford to pass up.
I've made living looking for the best deals and exposing (揭露) the worst tricks . I have been the consumer reporter of NBC's Today show for over a decade. I have written a couple of books including one titled Tricks of the Trade: A Consumer Survival Guide. And I really do what I believe in. I tell you this because there is no shame in getting your money's worth. I'm also tightfisted when it comes to shoes, clothes for my children, and expensive restaurants. But I wouldn't hesitate to spend on a good haircut. It keeps its longer, and it's the first thing people notice. And I will also spend on a classic piece of furniture. Quality lasts.
| 1． |
Why did Delta give the author's family credits?（）
|
| 2． |
What can we learn about the author?（）
|
| 3． |
What does the author do?（）
|
| 4． |
What does the author want to tell us?（）
|