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1个单词。请将答案写在答题卡上相应题号的横线上。
Advertisers tend to think big and perhaps this is why they’re always coming in for criticism. Their critics seem to offend them because they have a talent for self-promotion and because they have so much money to throw around. ‘It’s unfair,’ they say, ‘that this entirely unproductive industry (if we can call it that) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…’
The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods comes largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement.
Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall or reading railway rules while waiting for a train? Would you like to read only closely printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a dull wall or a newspaper full of disasters.
We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not survive without this source of revenue(收益). The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price!
Another thing we mustn’t forget is the ‘small ads.’ which are in virtually every newspaper and magazine. What a greatly useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the ‘hatch, match and dispatch’ column but by far the most fascinating section is the personal or ‘agony’ column（读者来信专栏）. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is!
| Topic |
Advertising or not? |
| 1 of criticism |
having a talent for self-promotion 2 so much money making the price of goods 3 |
| With ads |
Consumer goods are not so 4 . People 5 a great deal of knowledge from ads. Ads provide us with some 6 to new products or remind us of the old ones. A cheerful, witty ad makes our life more 7 . |
| Without ads |
Newspapers, commercial radio and television companies could hardly 8 . We pay 9 for our daily paper or cannot enjoy so many broadcast programmes. It will not be so 10 if people want to find a job, buy or sell a house, announce a birth, marriage or death. |
第二节语法填空(共10小题；每小题l 5分．满分l5分)
阅读下面短文，按照句子结构的语法性和上下文连贯的要求，在空格处填入一个适当的词或使用括号中词语的正确形式填空，并将答案填写在答题卡标号为31—40的相应位置上。
It is difficult for parents of nearly every family to teach their children to be responsible for housework, 31 with one of the following suggestions, you really can get your children to help at home.
If you give your children the 32 (impress) that they can never do anything quite right, then they will regard 33 as unfit or unable persons. 34 children believe they can succeed, they will never become totally independent.
My daughter Carla’s fifth grade teacher got every child in her class 35 (feel) special. When students received less than a perfect test score, she would point out 36 they had mastered and declared firmly they could learn what they had missed.
You can see the same technique when you evaluate your 37 work at home. Don’t always scold and give lots of praise 38 . Talk about what he has done right, not about what he hasn’t done. If your child completes a difficult task, reward him 39 a Sunday trip or a ball game with Dad. Learning is a process of trying and failing and trying and 40 . If you teach your children not to fear a mistake of failure, they will learn faster and achieve success at last.
The United Kingdom of Great Britain and Northern Ireland is one of the most diverse nations in the whole of Europe. This article will show you how to adapt to the varied culture of England, Scotland, Wales and Northern Ireland.
Get used to small spaces. The United States is not only a huge country but also has big cars ,houses and spaces. Houses, apartments , cars and appliances are all smaller than what you are accustomed to, so you have to get used to smaller things.
Be polite .Always apologize for running into someone, even if it is their fault, as it makes you out to be a kind person. Respect people ‘s personal space and always wait in line.
Accept jokes. Bantering and taking the mickey are all ways to describe making fun of someone but this isn’t necessarily a bad thing. Teasing someone is a common way to show friendship .As one Briton put it,“ You never make fun of someone you don’t like.
Get used to the driving. The British drive on the left side of the road .Also the cars in the UK have the steering wheel(方向盘)on the right side, so you need get used to this as well. Be especially careful with your turns and remember that right turns in the UK cross opposite traffic in the same way that left turns do in the Us and other countries that drive on the right.
The British use different words and pronounce words differently .Look
around on the Internet or buy books about words and expressions used in Britain.
There’s more to the UK than London. London is an excellent city and the most popular in the Untied Kingdom. And the green countryside is a defining feature of the UK , which is something that should be explored.
| A．Get used to the lifestyle |
| B．Get used to the language |
| C．Different regions have their own traditions and even languages. |
| D．Be sure that you do so, or the result could be terrible |
E.However ,the UK does not have the luxury of space
F.But there are many other cities filled with culture and wonder.
G.One of the most confusing aspects of British culture is humor
第Ⅱ卷
第四部分：书面部分（共两节，满分35分）
一．对话填空（满分10分）
Tom: I’m (76) w_______ if it is going to be fine this afternoon.
Lily: So (77) w_______?
T: The sports meet! It’s (78) f________ at 2:00, but the fog! You can only see a short (79) d_______.
L: But don’t you see the wind is (80) b________ to lift it up? I bet it will be fine this afternoon.
T: Don’t be so sure.
L: You’ve heard the (81) f_________ this morning, (82) h_________ you?
T: No, that’s why I am worried.
L: Why not try the 24-hour telephone weather forecast (83) s_______?
T: Yeah! How (84) c_______ I didn’t think of that? I’ll do it right (85) a________.
第二节：语法填空（共10小题，每小题1.5分，满分15分）
阅读下面短文，按照句子结构的语法性和上下文连贯的要求，在空格处填入一个适当的词或使用括号中词语的正确形式填空，并将答案填写在答题卡标号为31—40的相应位置上。
In the past few years, quite a number of men and women have chosen to do something less competitive. They are afraid that the stress and strains of work will rob them ____31____ joy and happiness and ____32____ them harm both physically and mentally.
In fact, however, stress isn’t the bad thing ____33____ it is often supposed to be. Above all, ____34____ it gets out of control, a certain amount of stress is vital to provide motivation and challenge, and to give purpose and significance to ____35____, otherwise meaningless, idle life. ____36___, people under stress tend to express their full range of potential and to actualize their own _____37____(person) worth—the very aim of a human life.
Stress is a natural part of everyday life and _____38 ___ is no way to avoid it. What we can do is ____39____(develop) our adaptive abilities to deal with it rather than to escape ____40___ it.
After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement. We discuss here major types of media used in advertising.
Television
Television is an attractive medium for advertising because it delivers mass audiences to advertisers. When advertisers create a brand, for example, they want to impress consumers with the brand and its image. Television provides an ideal vehicle for this type of communication. But television is an expensive medium, and not all advertisers can afford to use it.
Newspapers
Newspapers are a less expensive advertising medium than television and provide a way for advertisers to communicate a longer, more detailed message to their audience than they can through television. Given new production techniques, newspapers are also a quick way of getting the message out. Newspapers are often the most important form of news for a local community, and they develop a high degree of loyalty (忠诚) from local readers.
Radio
Advertising on radio continues to grow. Advertisers are likely to use radio because it is a less expensive medium than television, which means advertisers can afford to repeat their ads often. Radio provides a way for advertisers to communicate with audience members at all times or the day. Consumers listen to radio on their way to school or work, at work, on the way home, and in the evening hours.
Magazines
Magazines are popular with advertisers because of the narrow market that they deliver. A broadcast medium such as network television attracts all types of audience members, but magazine audiences are more homogeneous (具有共同特点的). If you read Sports Illustrated, for example, you have much in common with the magazine’s other readers. Advertisers see magazines as an efficient way of reaching target audience members.
Out-of-home advertising
Out-of-home advertising, also called place-based advertising, has become an increasingly effective way of reaching consumers, who are more active than ever before. More consumers travel longer distances to and from work, which also makes out-of-home advertising effective.
Internet
As consumers become more comfortable with online shopping, Internet advertising will play a more prominent (显著的) role in organizations’ advertising in the near future. The challenge to Internet advertisers is to create ads that audience members remember.