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.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 |
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. |
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 |
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 |
I was telling my boy Sonny the story of the hare (兔子) and the tortoise (乌龟). At the end I said, “ Son, remember: Be slow and steady (镇定的), and that will win the race. Don’t you think there’s something to learn from the tortoise?”
Sonny opened his eyes wide, “Do you mean next time when I’m entering for the 60-metre race I should wish that Billy, Tony and Sandy would all fall asleep halfway?”
I was shocked, “But the tortoise didn’t wish that the hare would fall asleep!”
“He must have wished that,” Sonny said, “Otherwise how could he be so foolish as to race with the hare? He knew very well the hare ran a hundred times faster than he himself did.”
“He didn’t have such a wish,” I insisted. “He won the race by perseverance (坚忍不拔的), by pushing on steadily.”
Sonny thought a while. “That’s a lie,” he said. “He won it because he was lucky. If the hare hadn’t happened to fall asleep, the tortoise would never have won the race. He could be as steady as you like, or a hundred times steadier, but he’d never have won the race. That’s for sure.”
I gave up. Today’s children are not like what we used to be. They’re just hopeless.The writer argued (辩论)with his son because ______________.
| A．he liked tortoises while his son liked hares |
| B．they disagreed about whether the tortoise was foolish |
| C．he tried to teach his son a moral (品德) lesson but the son had totally different opinion |
| D．he liked the story of the hare and the tortoise while his son didn’t. |
Sonny believed that the tortoise ______________.
| A．won the race by his own hard working |
| B．took a risk (冒险) by agreeing to run a race |
| C．was not given a fair chance in the race |
| D．in fact did win the race luckily |
Billy, Tony and Sandy must be_______________.
| A．boys who were unknown to Sonny’s father |
| B．boys who Sonny has run races with before |
| C．boys who Sonny has never raced with before |
| D．boys who Sonny did not expect to race with again |
The writer thinks that his generation (一代人) ______________.
| A．are cleverer than Sonny’s generation |
| B．have the same ideas about life as Sonny’s generation |
| C．are more hopeful than Sonny’s generation |
| D．have different ideas about life from Sonny’s generation |
According to the passage, who do you think learnt a lesson?
| A．The tortoise | B．Sonny |
| C．The hare | D．Sonny’s father |
“Fire! Fire!” What terrible words to hear when one wakes up in a strange house in the middle of the night! It was a large, old, wooden house and my room was on the top floor. I jumped out of bed, opened the door and stepped outside the house. There was full of thick smoke.
I began to run, but as I was still only half-awake, instead of going towards the stairs I went in the opposite direction. The smoke grew thicker and I could see fire all around. The floor became hot under my bare feet. I found an open door and ran into a room to get to the window. But before I could reach it, one of my feet caught in something soft and I fell down. The thing I had fallen over felt like a bundle of clothes, and I picked it up to protect my face from the smoke and heat. Just then the floor gave way under me and I crashed to the floor below with pieces of burning wood all around me.
I saw a doorway in fire, then I put the bundle over my face and ran. My feet burned me terrible, but I got through. As I reached the cold air outside, my bundle of clothes gave a thin cry, I nearly dropped it in my surprise. Then I was in a crowd gathered in the street. A woman in a night-dress and a borrowed man’s coat screamed as she saw me and came running madly.
She was the Mayor’s wife, and I had saved her baby.When the fire arose in the middle of the night, the author was _______.
| A．at home | B．sleeping | C．sitting in bed | D．both A and B |
The author saved the baby _____.
| A．because he was very brave. |
| B．because he liked the baby very much. |
| C．but he just happened to save it. |
| D．because it was the Mayor’s baby. |
He ran in the wrong direction because he _______.
| A．was a stranger there | B．could see nothing |
| C．was not completely awake | D．Both A and C |
He put the bundle over his face and ran in order to ______.
| A．save the baby | B．call for help |
| C．protect his face | D．run quickly |
Form which group of words, we can learn the fire took place out of people’s surprise?
| A．old and wooden house, a bundle |
| B．crashed to, fell down |
| C．terrible, half-awake |
| D．bare feet, a borrowed man’s coat |
阅读下列短文，根据短文内容，从短文后的选项中选出能填入空白处的最佳选项。选项中有两项为多余选项。
In many parts of the world, cars play an important role in daily life and many societies would not exist without them. 1But this is the prediction made by a team of transport researchers who are taken seriously, not only by government but also by car manufacturers(制造商).
The Human Science and Advanced Technology Institute at Loughborough in the UK is part of an international research program. 2That will mean much saving, no accidents and better use of roads. The super-intelligent car of the 21st century will drive itself, 3. Instead，we will have a choice of cars and change them as frequently as we change our clothing．
According to Dr．David Davis，who leads the research team，these predictions are based on the rising cost of the car culture，which had blocked up our cities，polluted our air, and caused more deaths than both world wars put together．
Davis says，cars will be fitted with some intelligent devices(装置) to regulate(调节) the distance between one car and another. 4Computers are much safer drivers than people，so cars in a road train will be able to drive much closer together than cars driven by people.
By 2010，Dr．David Davis believes，car technology will give motorists a clear view of the road，whatever the weather conditions，by projecting an image（影像）of the road ahead on to the car’s windscreen． 5Cars will be connected by an electronic bar to the car in front to form “road-trains”. “The front vehicle in such a train burns the normal amount of fuel.” says Davis. “ But all the others in the train would burn about ten percent of the normal amount，and so produce about ten percent of the pollution.”
| A．The team there believes that by 2030 all cars will be computerized. |
| B．They believe that cars will become more important in 20 years. |
| C．And it will not be owned by one individual. |
| D．And by 2030, cars will travel in line, linked to each other electronically. |
E．So the idea that in 20 years’ time, no one will own cars may be hard to believe.
F．Every driver will use less fuel in the car he owns.
G．The car will automatically speed up, or slow down, to match the speed of the car in front.
The quest for success always begins with a target. As Berra once said , ＂you get to be very careful if you don＇t know where you＇re going, because you might not get there.＂
Too many people wander through life like sleepwalkers. Each day they follow familiar routines, never asking, ＂What am I doing with my life?＂and they don＇t know what they＇re doing because they lack goals.
Goal-setting is a focus of the will to move in a certain direction. Begin with a clear conception of what you want. Write down your goals and date them---putting them into words clarifies them. Rather than concentrating on objects to acquire and possess, focus on fulfilling your desires to do, to produce, to contribute to goal-setting that yields the true sense of satisfaction we all need.
It’s important to visualize(想象)yourself accomplishing your goal. While losers visualize the penalties(不利) of failure, winners visualize the rewards of success. I’ve seen it among athletes, statistics contrasting air and highway safety, but it made no difference. I had read too many articles describing crash scenes and imagined these scenes vividly. I had programmed myself, without realizing it ,to stay off planes.
Then one summer I had the opportunity to fly on a private plane with friends to a resort; I didn’t want to miss out on a great vacation. So I spent two weeks imagining a smooth flight on a beautiful sunny day and an easy landing.
When the day arrived, I was eager to go . To everyone＇s surprise, I got on the plane and I loved every minute of it , and I still use the techniques I employed that day.According to the passage, if you want to be successful ,the first thing for you to do is to .
| A．find the right methods | B．be careful about everything |
| C．know your ability | D．have a clear goal |
The problem with the author before he overcame his fear of air travel is that .
| A．he didn’t know air travel is safer than highway travel |
| B．he couldn’t imagine himself accomplishing his goal |
| C．he read too much about plane crashes and tried to avoid flying |
| D．he wanted to take a private plane instead of a public one |
What would be the best title for this passage?
| A．Defining Your Goal | B．Visualizing Reward of Success |
| C．Overcoming the Fear of Air Travel | D．Sleepwalking Through life |
Restaurants in Europe, the United States and Japan are testing technology to let diners order their food direct from a screen at their table instead of depending on a fellow human being to note their choice.
Besides cutting costs, companies that sell the “e-menus” argue the bytes-for-bites way has a new value that can attract younger customers, and various photographs of steaks and gooey desserts attract diners to order more. It also could extend the TV dinner. How about a computer game dinner?
“It's about impulse-buying,” said Adi Chitayat, Conceptic’s CEO. “If a person starts looking at pictures of chocolate cake, the chances are he'll order it.” Frame, a restaurant in Tel Aviv with the system, is said to have its sales on tables with the e-menu increased by about 11% . Customers often call ahead to reserve （预定）spots equipped with screens, manager Natalie Edry told Reporters.
At one of the e-menu tables, IT worker Gil Uriel and his young family were enthusiastic as they checked out pictures of the dishes on offer and squabbled（争吵）overdesserts. “It’s more visual,” says Uriel, as his children clicked away furiously on a games function between courses. “We can still choose, we can still argue —but it’s much easier when we can all see it.”The following are the advantages of “restaurants with” EXCEPT that .
| A．eating in them is more comfortable |
| B．the restaurants can save a lot of money |
| C．they can attract more youngsters to the restaurants |
| D．customers can see the pictures of their ordered foods |
The underlined word “impulse—buying” in the 3rd paragraph means.
| A．having no idea in buying things |
| B．being uninterested in buying things |
| C．having no patience in buying things |
| D．being encouraged in buying things |
According to the last paragraph, we know that.
| A．customers feel little interest in the e-menus |
| B．e-menus only attract a small number of customers |
| C．it still takes time for e-menus to be widely accepted |
| D．restaurants of this kind are refused by customers |
This passage might be taken from .
| A．a food guide | B．a website |
| C．a traveling magazine | D．classic advertisements |