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，cut his trees into boards，make the plows(犁), 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 earliest 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.What probably led to the start of advertising?
| A．The discovery of iron. |
| B．The specialization of labor. |
| C．The appearance of new jobs. |
| D．The development of farming techniques. |
To advertise his plows，Mr.Plowright________.
| A．praised his plows in public |
| B．placed a sign outside the shop |
| C．hung an arrow pointing to the shop |
| D．showed his products to the customers |
The writer makes up the two stories of Mr.Fielder and Mr.Plowright in order to________.
| A．explain the origin of advertising |
| B．predict the future of advertising |
| C．expose problems in advertising |
| D．provide suggestions for advertising |
In ancient Egypt，a crier was probably someone who ________.
| A．owned a ship |
| B．had the loudest voice |
| C．ran a shop selling goods to farmers |
| D．functioned like today’s TV or radio commercial |
The last two paragraphs are mainly about ________.
| A．the history of advertising |
| B．the benefits of advertising |
| C．the early forms of advertising |
| D．the basic design of advertising |
D
The government of Norway is planning to build an unusual storage center on an island in the Arctic Ocean. The place would be large enough to hold about two million seeds. The goal is to present all crops known to scientists. The British magazine New Scientist published details of the plan last month. The structure will be designed to protect the world’s food supply against nuclear war, climate change and other possible threats. It will be built in a mountain on the Norwegian island of Spitsbergen. The mountain is less than one thousand kilometers from the North Pole, the northernmost position on earth.
An international group called the Global Crop Diversity Trust is working on the project. The director of the group, Cary Fowler, spoke to New Scientist. He said the project would let the world rebuild agriculture if, in his word, “the worst came to the worst”. Norway is expected to start work next year. The project is expected to cost three million dollars. Workers will drill（钻孔） deep in the side of a sandstone mountain. Temperatures in the area never rise above 0ºC. The seeds will be protected behind walls a meter thick and high-security door.
The magazine report says the collection will represent the products of ten thousand years of farming. Most of the seeds at first will come from collections at seed banks in Africa, Asia and Latin America. To last a long time, seeds need to be kept in very low temperatures. Workers will not be present all the time. But they plan to replace the air inside the storage space each winter. Winter temperatures on the island are about eighteen degrees below 0ºC. The cold weather would protect the seeds even if the air could not be replaced.
Mr. Fowler says the proposed structure will be the world’s safest gene bank. He says the plant seeds would only be used when all other seeds are gone for some reason. Norway first put forward the idea in the 1980s. But safety concerns delayed the plan. At that time, the Soviet Union was meeting in Rome of the Food and Agriculture Organization.
53．The project is meant to ______.
A．increase the world’s food output in the future
B．carry out some scientific experiments on plant genes
C．build an exhibition centre of the world’s plant seeds
D．protect crop seeds from dying out in case of possible disasters
54．Which of the following statements is TRUE according to the above passage?
A．The government of Norway will perform the project alone.
B．Seeds to be collected there were produced ten thousands years ago.
C．Spitsbergen is chosen because it is free of the nuclear war forever.
D．Temperature is a major consideration when choosing the storage place.
55．We can infer from the text that _______.
A．Norway had meant to build the storage centre about 20 years before.
B．The storage center will greatly promote world agriculture
C．People will get newly-developed seeds from the center every year.
D．There haven’t been any seed storage centres in the world before.
56．What is probably the best title of the passage?www.
A．The Best Place to Store Seeds B．Noah’s Ark（诺亚方舟）of Plant Seeds in Plan
C．Concerns of World Food SupplyD．A New Way to Feed the World
C
Today just as technology changed the face of industry, farms have experienced an “agricultural revolution”. On the farm of today, machines provide almost all the power.
One of the most important benefits will be the farm computer. A few forward-looking farmers are already using computers to help them run their farms more efficiently. The computers help them keep more accurate records so they can make better decisions on what crops to plant, how much livestock(家畜) to buy, when to sell their products, and how much profit they can expect. Many computer companies have been developing special computer programs just for farmers. Programs are being written for pig producers, grain farmers, potato farmers, and dairy farmers. In the future, farmers will be able to purchase computer programs made to their needs. Because of the growing importance of computers on the farm, students at agricultural colleges are required to take computer classes in addition to their normal agricultural courses. There can be no doubt that farmers will rely on computers even more in the future. While the old-time farm depended on horse power, and modern farms depend on machine power, farms of the future will depend on computer power.
Another technological advance which is still in the experimental stage is the robot, a real “mechanized hired hand” that will be able to move and, in some ways, think like a human being. Agricultural engineers believe that computer-aided robots will make shocking changes in farming before the end of the century. Unlike farmers of the present, farmers of the future will find that many day-to-day tasks will be done for them. Scientists are now developing robots that will be able to shear（修剪） sheep, drive tractors, and harvest fruit. Even complex jobs will be done by robots. For example, in order to milk their cows, farmers must first drive them into the barn, then connect them to the milking machines, watch the machines, and disconnect them when they are finished. In the future, this will all be done by robots. In addition, when the milking is completed, the robots will automatically check to make sure that the milk is pure. The complete change of the farm is far in the future, but engineers expect that some robots will be used before long.
49. Which sentence carried the main idea of the whole passage?
A.The first sentence of the third paragraph.
B. The first sentence of the second paragraph.
C. The first sentence of the first paragraph.
D. The last sentence of the second paragraph.
50. According to the passage, computers can not help farmers decide _______.
A. how much money they can earn from their products
B. whether to plant a certain kind of crop
C. what livestock to raise D. when to sell their products
51. Which of the following statements is true?
A. Farmers in the future will depend totally on computers.
B. Farmers mainly use machines on their farms at present.
C.Both computers and robots have been in use on today’s farms.
D. Students at agricultural colleges must take computer classes because they can do
nothing without the help of computers on today’s farms.
52. What is the best title for the whole passage?
A. Computer, Farmers’ Best Friend B. Farmers in The Future
C. The Agricultural Revolution D. Computers and Robots
B
“It was all his own idea, ” says Pat Peters, the 38-year-old wife of Palo Alto, California high school football coach Bob Peters, 39. Bob had just drawn up a “motherhood contract” --a document stating that for 70 days this summer he would take over the care and feeding of the couple’s four children, plus all household chores. Although he didn’t even know how to make coffee when he signed, he was quite confident.(He thought the experience would make a nice book.)
After 40 of the 70 days, he was ready to give up. “I was beaten down, completely humbled（挫败的）,” admits Peters. Three weeks later he spoke to the local press, stating, “Not only is motherhood a difficult task, not only is it never-ending, it is an impossible job for any normal human being.”
Bob and Pat were high school sweethearts. After they were married in 1960, she worked as a secretary to help put him through university. Since then Bob has been the football and wrestling coach at Palo Alto’s Cubberley High while Pat raised the kids. Then two years ago Pat went back to work as a secretary at Cubberley. “I had been around children so much,” she sighs, “I couldn’t talk to a grown-up.” She continued to run the household, however----until Bob signed the contract, therefore, she decided to relax and enjoy it.
Although Peters had consulted(咨询) with his school’s home economics teachers and the head of the cafeteria, his meals were sometimes a disaster. “I tried to slip the butter I’d forgotten under the eggs after they were frying, ” he says. For the last three weeks, the family ate out a lot—sometimes having Macdonald’s hamburgers for lunch and dinner.
As for housekeeping, a home economics teacher had told Bob that a room always looks clean if the bed is made. “I found an easier way-I shut the doors, ” he says. Soon the kids were wearing the same clothes for a week. “I made them wear their shirts inside out, and when we went to pick up Pat at work they turned them right side out so they would look clean.”
Now that Bob has publicly admitted he was wrong, he is routinely sharing the child-raising and household tasks with Pat. The tentative（暂时的） title of his book about the summer is taken from something he shouted at the kids one day.
45. The couple signed the contract because _______.
A. Pat complained a lot about her doing the housework all by herself
B. Bob loved taking care of children and wanted his wife to have a good rest
C. they agreed that husband and wife should share household tasks
D. Bob thought it easy to take care of the family and wanted the experience for a book
46. It was agreed that if Bob failed to keep to the contract, he would have to _______.
A. pay a certain amount of money
B.admit publicly he was wrong about motherhood
C. say sorry to his wife D. do all the housework for years
47. What can we learn about Pat Peters?
A. She was hard-working and selfless. B. She was pretty and kind-hearted.
C. She was tired of the child-raising and household tasks.
D. She did not love Bob any longer.
48. Which of the following can best end the news story?
A. “Wait till your mother gets home!” B. “My experience of being a mother.”
C. “I’m proud of you all, my dear!”D. “Motherhood: an impossible job for anyone.”
第三部分：阅读理解
A
In the United States, it is not customary to telephone someone very early in the morning. If you telephone him early in the day, while he is shaving or having breakfast, the time of the call shows that the matter is very important and requires immediate attention. The same meaning is attached to telephone calls made after 11:00 p.m. If someone receives a call during sleeping hours, he assumes it’s a matter of life of death. The time chosen for the call communications its importance.
In social life, time plays a very important part. In the U.S.A. guests tend to feel they are not highly regarded if the invitation to a dinner party is extended only three or four days before the party date. But it is not true in all countries. In other areas of the world, it may be considered foolish to make an appointment too far in advance because plans which are made for a date more than a week away tend to be forgotten. The meaning of time differs in different parts of the world. Thus, misunderstandings arise between people from cultures that treat time differently. Promptness is valued highly in American life. For example, if people are not prompt, they may be regarded as impolite or not fully responsible. In the A.S. no one would think of keeping a business associate waiting for an hour, it would be too impolite. A person who is 5 minutes late will say a few words of explanation, though perhaps he will not complete the sentence.
41. If one makes a telephone call at dawn, this would mean ____.
A. the matter is of value B. the matter is somewhat important
C. the matter requires attention D. it is a matter of life or death
42. According to the passage, time plays an important role in ____.
A. everyday life B. school life C. communications D. private life
43. According to the passage, the author of the article may agree that ____.
A. it is not appropriate to send your invitation cards only three or four days before a dinner party date in U. S. A.
B. it is impolite to be prompt
C. it is best for one to make telephone calls at night because it costs much less
D. if one is less than 5 minutes late, he has to make a short apology
44. The best title for this passage is “ ____”.
A. Time and tide wait for no man B. The importance of time
C. The importance of an announcement D. The voices of time
E
Language is a major problem for the European Union (EU) . The argument or treaty (条约) which created the organization that finally became the EU, the Treaty of Rome, stated that each country’s language must be treated equally. The original six countries had only three languages between them: French, German and Dutch/Flemish. However, there are now 15 countries in the EU, with a total of 12 languages. EU documents must be translated into all these languages, and at official meetings the speeches must be translated into all the languages by interpreters.
All this translating is very expensive and time-consuming. It is said that nearly half of all employ
ees of the EU are engaged in translating documents and speeches and nearly half of the EU’s administrative (管理方面的) costs are spent on this task. In the near future it is probable that several more countries, most of them having their own languages, will join the EU, thus making the situation even worse.
The problem is just cost; there are practical difficulties as well. With 12 languages, there are 132 possible “translation situations” that might be needed. It is often difficult to find people in the right place at the right time who can translate from, for example, Danish into Greek, or Dutch into Portuguese, at a high professional standard.
In practice the problem has been less serious by the use of English in many contacts between EU officials , since almost all of them speak some English. However, any move to reduce the number of official languages (perhaps to four or five) would be a blow to the pride of the smaller countries. Another commonly suggested solution is to make English the official language for all EU business. However, this is strongly resisted by powerful member countries like France and Germany .
77.What’s the main purpose of this passage?_____________.
A. To give a solution to a problem.
B. To find out a problem and show how serious it is.
C. To criticize (批评) the European Union for inefficiency.
D. To show that the problem cannot be solved.
78. According to the writer, the use of English in contacts among EU officials has_________.
A. angered the officials who don’t speak English
B. reduced the number of official languages.
C. lessened the effect of the problem.
D. been opposed by powerful member countries.
79. The writer mentions “Danish into Greek” as an example of ______________.
A . a situation that might be difficult to deal with.B. a situation that occurs often.
C. one of the 12 situations that requires an interpreter. D. languages easily being interpreted
80.The writer suggests that if the number of official languages was reduced, _____________.
A. the EU would not know which official languages to choose.
B. countries whose languages were not used officially would be unhappy.
C. only languages which are easy to translate would be used officially.
D. the smaller member countries would be pleased.