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 can cost more than ＄6 000 a second. And that does not include cost of paying for air time. 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 though, 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 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 evidence shows we are kidding 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 simply, the TV commercial is a form of brainwashing.TV commercials are more important than other programs to television because .
| A．they bring in great profits | B．they require a lot of money to make |
| C．they are not difficult to produce | D．they attract more viewers than other programs |
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 |
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 only interested in houses and furniture |
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 |
What does the author actually mean in the last paragraph?
| A．He asks TV viewers never to laugh at the TV commercial ads. |
| B．Commercials are used to show the true value of a product to be sold. |
| C．TV commercials cost much and they do influence us in one way or another. |
| D．Brainwashing must be introduced to sell something on TV. |
It is difficult for doctors to help a person with a damaged brain. Without enough blood, the brain lives for only three to five minutes. More often the doctors can’t fix the damage．Sometimes they are afraid to try something to help because it is dangerous to work on the brain. The doctors might make the person worse if he operates on the brain.
Dr．Robert White, a famous professor and doctor, thinks he knows a way to help. He thinks doctors should make the brain very cold. If it is very cold, the brain can live without blood for 30 minutes. This gives the doctor a longer time to do something for the brain．
Dr．White tried his idea on 13 monkeys. First he taught them to do different jobs, then he operated on them. He made the monkeys’ blood go through a machine. The machine cooled the blood. Then the machine sent the blood back to the monkeys’ brains. When the brain’s temperature was 10 ℃, Dr．White stopped the blood to the brain. After 30 minutes he turned the blood back on. He warmed the blood again. After their operations the monkeys were like they had been before. They were healthy and busy. Each one could still do the jobs the doctor had taught them．The biggest difficulty in operating on the damaged brain is that____ ．
| A．the time is too short for doctors |
| B．the patients are often too nervous |
| C．the damage is extremely hard to fix |
| D．the blood-cooling machine might break down |
The brain operation was made possible mainly by____ ．
| A．taking the blood out of the brain |
| B．trying the operation on monkeys first |
| C．having the blood go through a machine |
| D．lowering the brain’s temperature |
With Dr. White’s new idea, the operation on the damaged brain____ ．
| A．can last as long as 30 minutes |
| B．can keep the brain’s blood warm |
| C．can keep the patient’s brain healthy |
| D．can help monkeys do different jobs |
What is the right order of the steps in the operation?
a．send the cooled blood back to the brain b．stop the blood to the brain
c．have the blood cooled down d．operate on the brain
| A．a,b,c,d | B．c,a,b,d | C．c,b,d,a | D．b,c,d,a |
There was a story many years ago of a school teacher--- Mrs. Thompson. She told the children on the first day that she loved them all the same. But that was a lie. There in the front row was a little boy named Teddy Stoddard. He didn’t play well with the other children and he always needed a bath. She did not like him.
Then Mrs. Thompson got to know that Teddy was actually a very good boy before the death of his mother. Mrs. Thompson was ashamed of herself. She felt even worse when, like all her other students, Teddy brought her a Christmas present too. It was his mother’s perfume(香水)。
Teddy said, “Mrs. Thompson, today you smell just like my Mom used to.” After the children left she cried for at least an hour. On that very day, she stopped teaching reading, writing and math. Instead, she began to teach children.
Mrs. Thompson paid particular attention to Teddy. The boy’s mind seemed to come alive. The more she encouraged him, the faster he improved. By the end of the sixth grade, Teddy had become one of the smartest children in the class.
Six years went by before she got a note from Teddy. He wrote that he had finished high school, third in his class, and she was still the best teacher he ever had in his whole life. He went to college. Mrs. Thompson got two more letters from him with the last one signed: Theodore F. Stoddard, M. D.(医学博士).
The story doesn’t end there. On his wedding day, Dr. Stoddard whispered in Mrs. Thompson’s ear, “Thank you, Mrs. Thompson, for believing in me. You made me feel important and showed me that I could make a difference.”
Mrs. Thompson, with tears in her eyes, whispered back, “Teddy, you have it all wrong. You were the one who taught me that I could make a difference. I didn’t know how to teach until I met you.”What did Mrs. Thompson do on the first day of school?
| A．She made Teddy feel ashamed. |
| B．She asked the children to play with Teddy. |
| C．She changed Teddy's seat to the front row. |
| D．She told the class something untrue about herself. |
What did Mrs. Thompson find out about Teddy?
| A．He often told lies. |
| B．He was good at math. |
| C．He needed motherly care. |
| D．He enjoyed playing with others. |
In what way did Mrs. Thompson change?
| A．She taught fewer school subjects. |
| B．She became stricter with her students. |
| C．She no longer liked her job as a teacher. |
| D．She cared more about educating students. |
Why did Teddy thank Mrs. Thompson at his wedding?
| A．She had kept in touch with him. |
| B．She had given him encouragement. |
| C．She had sent him Christmas presents. |
| D．She had taught him how to judge people. |
Angry survivors demanded answers on Sunday after a terrible stampede（踩踏）at “Love Parade 2010”, a music festival in Germany, killed 19 people and left hundreds hurt.
The German Chancellor Angela Merkel expressed her shock over Saturday’s tragedy in the western city of Duisburg. “This was a very sad day,” Merkel said. “We must do everything we can to ensure that something like this never happens again.”
Witnesses said that people pushed into the narrow tunnel, the only entrance to the Love Parade festival, from both sides until it was dangerously overcrowded. The panic began as festival-goers began to lose consciousness as they were crushed against the walls and each other. The dead included eight foreigners, from Australia, Italy, the Netherlands, China, Bosnia and Spain. More than 340 people were injured.
After the panic, a lot of emergency vehicles, including helicopters, could be seen parked on the highway leading to helicopters, could be seen parked on the highway leading to the festival site, carrying away the injured people. The festival itself, however, went on. Police were afraid that ending the music altogether could cause further unrest among the crowd.
“The event was a real mess,” Patrick Guenter, a 22-year-old baker, said. “Although the festival was full, they kept letting people in.” he added. “It seems the organizers didn’t plan the route. The road was very narrow, and no one knew what was going on.” Said Taggart Bowen-Gaddy,20,an American from Philadelphia.
Officials said 4,000 police officers and 1,000 security guards provided security for the event, which attracted up to 1.4 million people. The authorities had only given organizers permission for 250,000 people to attend.
“I warned one year ago that Duisburg was not a suitable place for the Love Parade. The city is too small and narrow for such events. It is a pity that…” German police union chief Rainer Wendt told the Bild.
The chief organizer, Rainer Schaller, said the popular event would never be held again, “out of respect for the victims and their families”.
First held in Berlin in 1989 just months before the fall of the Wall, the Love Parade is one of the biggest music festivals in Europe. It left Berlin from 2007 onwards after disagreements with the city authorities over security and has been held in several other German cities in recent years.How did the German Chancellor Angela Merkel feel about the tragedy?
| A．Very disappointed. | B．Angry and surprised. |
| C．Very puzzled. | D．Touched. |
According to Patrick Gunter and Taggart Bowen-Gaddy, ________.
| A．the event was well-organized |
| B．the performance was wonderful |
| C．Duisburg was suitable for the Love Parade |
| D．the organization was very bad |
We can infer that __________.
| A．Rainer Wendt’s warning went unnoticed |
| B．Rainer Wendt was a chief organizer of Love Parade 2010 |
| C．Rainer Wendt is a music lover |
| D．Duisburg is a famous holiday destination |
We can learn from the passage that ________.
| A．the Love Parade has been canceled forever |
| B．the Love Parade is a very popular sport event |
| C．the festival was ended shortly after the panic |
| D．the Love Parade has a history of over 30 years |
If cars had wings, they could fly and that just might happen, beginning in 2012. The company Terrafugia, based in Woburn, Massachusetts, says it plans to deliver its car-plane, the Transition, to customers by the end of 2012.
“It’s next ‘wow’ vehicle,” said Terrafugia vice president Richard Gersh. “Anybody can buy a Ferrari, but as we say, Ferraris don’t fly.”
The car-plane has wings that unfold for flying-a process the company says takes one minute-and fold back up for driving. A runway is still required to take off and land.
The Transition is being marketed more as a plane that drives than a car that flies, although it is both. The company has been working with FAA to meet aircraft regulations, and with the National Highway Traffic Safety Administration to meet vehicle safety regulations.
The company is aiming to sell the Transition to private pilots as a more convenient and cheaper way to fly. They say it saves you the trouble from trying to find another mode of transportation to get to and from airports: You drive the car to the airport and then you’re good to go. When you land, you hold up the wings and hit the road. There are no expensive parking fees because you don’t have to store it at an airport-you park it in the garage at home.
The car-plane is designed to fly primarily under 10,000 feet. It has a maximum takeoff weight of 1,430 pounds, including fuel and passengers. Thrrafugia says the Transition reduces the potential for an accident by allowing pilots to drive under the bad weather instead of flying into marginal(临界的) conditions.
The Transition’s price tag: $194,000. But there may be additional charges for options like a radio, , a transponder or a GPS. Another option is a full-plane parachute.
“If you get into a very awful situation, it is the necessary safety option.” Gersh said.
So far, the company has more than 70 orders with deposits. “We’re working very closely with them, but there are still some remaining steps,” Brown said.We can learn from the first two paragraphs that _________.
| A．car-planes will be popular in 2012-4-6 |
| B．people might drive a car-plane in 2012 |
| C．both the Transition and Ferrari can take off and land |
| D．Richard Gersh is the vice president of Massachusetts |
It takes the car-plane one minute to _________.
| A．fold and unfold its wings | B．unfold wings for flying |
| C．land in the airport | D．meet flying safety regulations |
According to the passage, which of the following is NOT true?
A. The car-plane needs a runway to take off and land.
B. To meet aircraft regulations, the company has been working with FAA.
C. The car-plane may fly as high as normal planes.
D. People can park the car-plane in the garage at their home.
The crisis at Japan’s Fukushima Daiichi nuclear energy center caused by the terrible earthquake has raised questions about the future of the nuclear energy industry. Arjun is president of the Institute for Energy and Environmental Research in the United States. He says the disaster in Japan is historic.
This week, the chairman of America’s nuclear agency said there is little chance that harmful radiation(辐射) from Japan could reach the United States. Gregory also said America has a strong program in place to deal with earthquake threats. No new nuclear power centers have been built in the United States since 1979. That was when America’s worst nuclear accident happened at the Three Mile Island center in Pennsylvania. The accident began to turn public opinion against nuclear energy. At present, about twenty percent of electricity in the United States comes from nuclear energy.
German Chancellor Angela Merkel said Germany would close seven nuclear power centers for the time being while energy policy is reconsidered. The European Union is planning to test all centers in its twenty-seven member nations.
Developing nations are less willing to slow down the development of nuclear. China says it will continue with plans to build about twenty-five new nuclear reactors(核反应堆). And India, under a cooperation agreement with the United States, plans to spend billions on new centers in the coming years.
Nuclear reactors supply fourteen percent of global electricity. Nuclear energy is a clean resource, producing no carbon gases. But radioactive waste is a serious problem to be solved. So is the presence of nuclear power centers in earthquake areas like the one near Bushehr, lran.We can learn from the text that America ________.
| A．experienced a terrible nuclear accident 32 years ago |
| B．has a strong program to deal with radiation danger |
| C．depends heavily on nuclear energy to produce electricity |
| D．will check all the reactors before cooperating with India |
According to the text, which country will be most likely to have a similar disaster?
| A．German. | B．Iran | C．India. | D．China. |
How does the author seem to feel about the future of nuclear energy?
| A．Satisfied. | B．Pleased. | C．Worried. | D．Surprised. |
The best title of the text is ______.
| A．Various Opinions on Japan’s Nuclear Disaster |
| B．Japan’s Disaster is Likely to Run Out of Control |
| C．America Shows Great Concern for Japan’s Nuclear Crisis |
| D．Japan’s Disaster Throws Doubt on Nuclear Energy Industry |