Making an advertisement for television often costs more than a movie. For example, a two-hour movie costs $6 million to make. A TV commercial （商业广告）can cost more than $6000 a second. And that does not include cost of paying for air time(电视节目开始的时间). Which is more valuable, the program or the ad? In terms of money – and making money is what television is all about– the commercial is by far the more important.
Research, market testing, talent, time and money—all come together to make us want to buy a product. No matter how bad we think a commercial is, it works. The sales of Charm went up once the ads began. TV commercials actually buy their way into our head. We, in turn, buy the product.
And the ads work because so much time and attention are given to them. Here are some rules of commercial ad making. If you want to get the low middle-class buyer, make sure the announcer has a tough, manly voice. Put some people in the ad who work with their hands. If you want to sell to upper-class audience, make sure that the house, the furniture, and the hair style are the types that the group identifies(识别) with. If you want the buyer feel superior to the character selling the product, then make that person so stupid or silly that everyone will feel great about himself or herself.
We laugh at commercials. We don’t think we pay that much attention to them. But facts show we are kidding（哄骗，嘲弄）ourselves. The making of a commercial that costs so much money is not kid stuff. It’s big, big business. And it’s telling us what to think, what we need, and what to buy. To put it simply, the TV commercial is a form of brainwashing.
40. TV commercials are more important than other programs to television because _______.
A. they bring in great profits(利润)
B. they require a lot of money to make
C. they are not difficult to produce
D. they attract more viewers than other programs
41. The purpose of all the efforts made in turning out TV commercials is _______.
A. to persuade people to buy the product
B. to show how valuable the product is
C. to test the market value of the product
D. to make them as interesting as TV movies
42. From the rules set for making commercial ads, we can see that_______.
A. the lower-middle-class buyer likes to work with his hand
B. the more stupid the characters, the more buyers of the product
C. ad designers attract different people with different skills
D. an upper-class buyer is more interested in houses and furniture than a lower-middle-class buyer
43. It is believed by the writer that_______.
A. few people like to watch TV commercials
B. TV commercials are a good guide to buyers
C. TV commercials often make people laugh
D. people do not think highly of TV commercials
E
Win a week in England!
You still don’t know what to do this summer? Well, here’s your chance to win a one-week language course in Kent, England! Free4Fun and ETC (English Travel Connections) are giving away two trips to Rochester. This historic city is less than an hour’s drive from London and close to the sea resort of Herne Bay. It is also the home of one of England’s most famous writers, Charles Dickens. The town of Rochester is in Southeast England. Charles Dickens often wrote about it in his books. His home, Gad’s Hill, is there, too. A popular attraction is Rochester Castle, a large Norman fortress（堡垒）. It was built in the 11th century and rebuilt during the 14th century. Other attractions are Rochester Cathedral, which was built during the 13th century, and Dickens Centre. It has got its name in honour of Dickens himself.
The trip to England includes:
* travel by train (via the Eurotunnel) to and from any railway station in Germany
* room and full board with a guest family for one week
* language course in small groups
* two trips to London
* large choice of sports and entertainment
* German-speaking advisors available 24 hours a day
Interested? All you have to do is to answer the following question: When was Charles Dickens born?
So, take the chance and send your answer by 1 May to:
Free4Fun "Rochester"
Free4Fun, 24 Elphinstone Road, Hastings, 2FQ6VJ
fax: 089 / 85 763-103 e-mail: free4fun@netlight.com
The two winners will be contacted directly before 5 May. They will also be announced in the June issue of Free4Fun. Good luck!
For further information contact:
phone: (03212) 144 43 fax: (03212) 144 42 e-mail: info@etc. com
67. What activities can you participate in during the trip?
A. Working as a language advisor.
B. Learning the German language.
C. Traveling by train with a guest family.
D. Enjoying sports and entertainment.
68. If you want to win a prize you have to send your answer to _______ .
A. the June issue of Free4fun B. free4fun@netlight. com
C. info@etc. com D. ETC
69. The persons ______ are likely to win the free trip.
A. who know the birth date of Charles Dickens
B. who are attracted by Rochester Castle
C. who are contacted and announced by Free4Fun and ETC
D. who know more about Charles Dickens’ works
70. This ad was probably designed to target .
A. Italians B. Europeans C. Germans D. Americans
D
In the north of Scotland there is a lake called Loch Ness. It is the biggest lake in Britain. It is over thirty kilometres long and in places nearly 300 meters deep. It is cold and dark and not many people went there until after 1930. Then a road was made around the lake. Holiday makers began to use the road, and this was when the stories began.
Someone said that he had seen a monster in the lake. He said it was twelve meters long. It had a long neck and a small head. Then someone else said he had seen it. Others said the same thing and in 1933 a London doctor took a photo. It looked like a monster with a long neck and a thick body but the photo was not dear. The newspapers printed the picture and called it the Loch Ness monster, or "Nessie".
Then the argument began. Some people, however, were certain there was something living in the lake. Others said there was nothing there.
In 1961, a lot of people joined together to make a real effort to see and photograph the monster if there was one! Several times people thought they saw something but after ten years there was still no real proof.
Later underwater television cameras were used, but no one found any real proof. However, they did find something interesting: a huge underwater cave. It was big enough to be home of a monster, but of course, this was not a proof.
In 1975, however, some American scientists formed a search group. They used an underwater camera. It took pictures every seventy seconds. Some of the pictures seemed to show a red-brown creature. Its body was about four meters long and had a very ugly head on the end of a four meter neck. Many people then began to believe in the monster. But even today we can not be certain.
63. Before 1930, ____.
A. few people went to Loch Ness Lake
B. many people had been there
C. nobody went to the lake
D. nobody knew about the lake
64. What did the monster look like?
A. It looked like a horse.
B. It was a creature with a long neck and a small head.
C. It looked beautiful.
D. It was tiny and pretty.
65. Who first took a photo of the monster?
A. An American
B. A television camera
C. A holiday-maker
D. A doctor from London
66. A search group formed by some American scientists.
A. found the monster itself
B. found a huge cave under water
C. believed that there wasn't any monster at all
D. took some pictures which seemed to show a monster
C
When someone gives you advice, listen without judgment, try to find value in what you’re hearing, and say: “Thank you”. This wise advice is easy to understand yet hard to practice. I’ll give you an example from my life when I totally blew it in terms of practicing what I teach.
In my work I travel constantly. I always put off going to the airport until the last second. My wife, Lyda, was sitting next to me in the front seat. I was racing along and not paying much attention. Lyda cried out! “Look out! There is a red light up ahead. ”
Being a trained behavioral science professional—who teaches others the value of encouraging advice—I naturally screamed at her: “I know there is a red light up ahead! Don’t you think I can see?” When we arrived at the airport, Lyda didn’t speak to me. I wondered why she seemed mad at me.
During the flight to New York, I did a cost-benefit analysis. I asked myself: “What was the cost of just listening when Lyda called out the warning? Zero. ” I then reasoned: “What was the potential benefit? What could have been saved?” Several potential benefits came to mind, including her life, my life, and the lives of other people.
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I landed in New York feeling ashamed of myself. I immediately called Lyda and told her my cost-benefit story. I convinced her: “The next time you help me with my driving, I am just going to say, ‘Thank you. ’”
A few months passed, and I had long forgotten the incident. Again, I was racing off to the airport, when Lyda cried out: “Look out for the red light!” I was embarrassed, and then shouted: “Thank you!”B
Far from the land of Antarctica, a huge shelf of ice meets the ocean. At the underside of the shelf there lives a small fish, the Antarctic cod.
For forty years scientists have been curious about that fish. How does it live where most fish would freeze to death? It must have some secret. The Antarctic is not a comfortable place to work and research has been slow. Now it seems we have an answer.
Research was begun by cutting holes in the ice and catching the fish. Scientists studied the fish’s blood and measured its freezing point.
The fish were taken from seawater that had a temperature of -1.88℃ and many tiny pieces of ice floating in it. The blood of the fish did not begin to freeze until its temperature was lowered to -2.05℃. That small difference is enough for the fish to live at the freezing temperature of the ice-salt mixture.
The scientists’ next research job was clear: Find out what in the fish’s blood kept it from freezing. Their search led to some really strange thing made up of a protein never before seen in the blood of a fish. When it was removed, the blood froze at seawater temperature. When it was put back, the blood again had its antifreeze quality and a lowered freezing point.
Study showed that it is an unusual kind of protein. It has many small sugar molecules held in special positions within each big protein molecule. Because of its sugar content, it is called a glycoprotein. So it has come to be called the antifreeze fish glycoprotein. Or AFGP.
55. What is the text mainly about?
A. The terrible conditions in the Antarctic.
B. A special fish living in freezing waters.
C. The ice shelf around Antarctica.
D. Protection of the Antarctic cod.
56. Why can the Antarctic cod live at the freezing temperature?
A. The seawater has a temperature of -1.88℃.
B. It loves to live in the ice-salt mixture.
C. A special protein keeps it from freezing.
D. Its blood has a temperature lower than -2.05℃.
57. What does the underlined word “it” in Paragraph 5 refer to?
A. A type of ice-salt mixture. B. A newly found protein.
C. Fish blood. D. Sugar molecule.
58. What does “glyco-” in the underlined word “glycoprotein” in the last paragraph mean?
A. sugar B. ice C. blood D. molecule
第三部分:阅读理解(共20小题;每小题2分, 满分40分)
阅读下列短文, 从每篇短文后所给各题的四个选项(A、B、C和D)中, 选出最佳选项,并在答题卡上将该项涂黑。
A
Mom is usually home on Sunday but this week she was going to a big golf game and I was all alone in the house. I was mad at Mom for divorcing Dad.
I kept looking at the telephone until I couldn’t stand it any longer. I picked up the receiver and dialed Dad’s number over in Bakersfield. I even remembered to dial him first because it was long distance. “You promised to phone me this week but you didn’t,” I said, feeling I had to talk to him.
“Take it easy, kid,” he said. “I just didn’t get around to it. I was going to call this evening. The week isn’t over yet. ”
I thought about that.
“Something on your mind?” he asked.
“I hoped you would call, so I waited and waited. ” Then I was sorry I said it.
“There was heavy snow in the morning,” he said, “I had to chain up on highway 80 and lost time. ”
I know putting chains on eight big wheels in the snow is no fun. I felt a little better, as long as we were talking. “How is Bandit?” I asked.
There was a funny silence. For a minute I thought the line was dead. Then I knew something must have happened to my dog.
“Well, kid—”, he began. “My name is Leigh!” I almost yelled. “I’m not just some kid you met on the street!”
“Keep your shirt on, Leigh,” he said. “When I had to stop along with some other truckers to put on chains, I left Bandit out of the cab, I thought he would get back … I have sent out a call to CB radio, but I didn’t get an answer yet. ” I was about to say I understood when there came the bad part, the really bad part. I heard a boy’s voice say, “Hey, Bill, Mom wants to know when we’re going out to get the pizza?”，
51. From the story we know that ______.
A. Leigh’s dad never had a rest on Sundays
B. Leigh was a deserted boy
C. Leigh’s dad lived in another city
D. Leigh’s mother often went to golf fames
52. What happened to Bandit?
A. It was frozen to death.
B. It was let out of the cab and got lost
C. It was killed by a truck.
D. It ran off Highway 80 and into the mountain.
53. The underlined sentence “Keep your shirt on” probably means “ ______ ”.
A. Listen to reason B. Stop talking
C. Calm down D. Keep warm
54. The worst part in Leigh’s eyes may be that .
A. his dad got remarried B. his parents got divorced
C. his dad didn’t love him D. his mom didn’t take him to pizza