Advertising gives useful information about which products to buy. But modern advertising does more than gives news about products and services. Today’s advertisements, or ads, try to get consumers to buy certain brands. Writers of advertising are so skillful that they can, sometimes persuade a consumer to wear a certain kind of clothing, eat a special kind of cereal, or see a movie. Consumers might never even want a product if they did not see or hear advertisements for it.
For example, you probab1y do not need the newest cereal in the supermarket. There are probably many cereal brands on your kitchen shelves. You may not have space on a shelf for another. But if you see ads about a new cereal that is your extra-tasty and has a free prize in the box, you may want it.
Advertising must get attention. To be effective, it must be exciting, entertaining, or provide some pleasure. The secret of writing good advertising copy is to offer a good idea as well as a product. The idea is what the ad is really selling. One example is an ad that says eating a certain cereal will make a person do well in sports. That cereal brand may sell better if consumers think it offers strength and energy.What is discussed in this passage?
A.The content of modern advertising. |
B.The skills of modern advertising. |
C.The results of modern advertising. |
D.The writing of modern advertising. |
According to the passage, a good advertisement should ____________.
A.be both persuasive and effective |
B.give people useful information |
C.show people a product |
D.show people a new idea of a product |
From the passage, we know that ___________________ .
A.modern advertising has less effect on customers |
B.once customers see ads about a new cerea1, they are sure to buy it |
C.cereal can make people strong |
D.cereal is a kind of food which is popular among people |
What can we infer from the passage?
A.Customers can easily be persuaded by advertisements. |
B.Customers should be persuaded by advertisements. |
C.It’s impossible for customers to buy a product without advertisements. |
D.Customers buy products according to their demands rather than the advertisements. |
第三部分:阅读理解(共两节,满分40分)
第一节:选择题(共15小题,每小题2分,共30分)
阅读下列短文,从每题所给的A、B、C、D四个选项中,选出最佳答案,并在答题卡上将该项涂黑。
A
I was born an albino.No one in my family had ever known what an albino was,what it meant to be an albino,and what had to be done differently because I was an albino.
My parents treated me just like they treated everybody else. That was just about the best thing they could have done. It helped me trust myself,so when the annoyances came along,I could deal with them.
Actually,my photo always looked like a snowball with two pieces of coal for eyes. Kids would tease me,asking if I was joining the circus and calling me “Whitey”. Like most albinos,I had terrible eyesight,and my grades suffered until eventually I overcame my feeling ashamed of myself and realized it was okay to ask to sit in the front of the classroom so I could see the blackboard better. People stared at me when I held reading material right at the tip of my nose so I could see it well enough to read. Even when I was eight or nine. movie-theater clerks started asking me to pay adult prices because I “looked older”.
The worst part for me was that because my eyesight was so bad,I couldn't play sports very well. I didn't give up trying,though. And I studied harder. Eventually,I got better at school and loved it. By the time I got to college I was double majoring,going to summer school and devoting myself to every kind of extracurricular activity I could find. I had learned to be proud of being an albino. I did my best to make “albino” a positive word. And I decided to make my living with my eyes.
I couldn't see well enough to play spots,but with a solid education and the drive to do it,I could make a living involved in the field I loved. I've done it now for more than thirty years in print and in video,and now in cyberspace. People make jokes about how I'm the only “blind editor” they know,but most of the time the jokes are signs of respect. And I make jokes about being an albino.
I was just a proud albino kid from the coal country of Pennsylvania. I now realize that being born an albino helped me to overcome difficulties,gain confidence,and be proud of my personal achievement and humble about my professional accomplishments.
56.According to the passage,an albino refers to a person__________.
A.who has bad eyesight B.who is born with white skin and hair
C.who looks older than his age D.who joins the circus
57.What does the underlined word “It” in Paragraph 2 refer to?
A.The fact that the author was born an albino.
B.The way that the author's parents treated him.
C.What had to be done differently to the author.
D.The fact that the author had no idea what an albino was.
58.Which of the following statements is TRUE according to the passage?
A.Despite his bad eyesight,the author played sports well.
B.The author paid adult prices for movies when he was still young.
C.The author's study was affected by his eyesight at first.
D.“Albino” has already become a positive word now.
59.In the passage,the author intends to tell us___________.
A.actually being an albino helped him achieve success
B.how an albino studied well
C.what it is like to be an albino
D.how people should treat an albino
E
Now that the recession(经济衰退)is most likely over, it’s time to start looking at which companies, institutions, and individuals developed well during this unpleasant period. In the downturn that began in December 2007, the recession ruined the wealthiest cconsumer markets—the united States, Europe, Japan—there were very few safe shelters. But some countries, such as Peru, managed to grow right through the global recession. And some companies arranged their business so that they resisted the contraction and benefited from the trends affecting their industry. Some even managed to bring more business.
Chief among the Great Recession’s winners is McDonald’s. McDonald’s sales growth in 2008 was greater than in 2006 and 2007. while many restaurants reduced their business operation, it opened nearly 600 stores in 2008. and the chain has achieved same-store sales growth in each of 2009’s first seven months.
In 2008, after a decade of severely trading up to higher quality consumer goods and services, Americans began to trade down with a vengeance(报复). McDonald’s, which has 44 percent of its 32,000 stores in the United States, was set up to profit from trading down in two ways. Fist, in a recession, people eat out less and at home more frequently. And when they eat out, they eat at cheaper places. McDonald’s is so cheap, efficient, and convenient that it was a practical alternative to casual restaurants like Ruby Tuesday.
In the United States, McDonald’s may be a cheap source of calories in food. In other parts of the world, McDonald’s is an appealing brand, identified with middle-class, westernized consumerism. Much of the world, such as China, India, is still not developed for the Golden Arches. Coincidentally, these are the right places where its business has continued to grow during the global recession. While it faces operational challenges in markets, McDonald’s has benefited form a weakening dollar and rising incomes in Asia.
The question now for investors(投资者)is whether McDonald’s can survive the recovery.
When people feel better-off, will they still stop by? The growth in same-store sales in the United States has come down a little in recent months. And there’s a rising amount of the population that has grown accustomed to eating healthier and better. Going forward, McDonald’s may face larger cultural barriers in the United States than in China.
72.From the passage we can infer that__________in the recession.
A.the developing countries grew wealthier
B.the rich countries became unable to recover
C.the Western companies suffered a great loss
D.the opportunities were brought as well as challenges
73.McDonald’s managed to remain popular in the recession mainly because of .
A.its good operation B.the American food culture
C.its low price and convenience D.the weak value of dollars
74.The underlined word “contraction” in Paragraph I means.
A.formal written agreement B.influence on industry
C.disappointing management D.process of reduced trade
75.What can be the best title for this passage?
A.Who Won the Recession
B.Who Traded down in the Recession
C.How Western Business Survived the Recession
D.How McDonald’s Kept Growing after the Recession
D
For many of us, printed books are satisfying in ways beyond the words they contain. Billions of printed books have been published, read and saved in the 600 years since movable type was invented, so why mess with a good things?
Sony Electronics is doing just that, betting that readers will be won over by the convenience of readability of its new electronic book devices. Sony's reader, the PRS-505, can hold 160 books in its fixed memory, enough to line the shelves on a good-sized wall in the average American home. The $299 device is about the size of a paperback book, but a half-inch thick and weighs less than a pound.
The Sony book reader is revolutionary not only in its storage capacity. The font(字体) is highly readable and adjustable by size. Unlike laptop computers, you can put the Sony in your purse, read it in direct sunlight and even bookmark the pages. And you can connect it to your PC to download books.
Surprisingly, though the reader has liberated the book from paper, electronic books aren't always a bargain. For example, David Baldacci's "Stone Cold" download retails(零售) for $15.19 at the Sony site, while Amazon(卓越网) will deliver a hard copy to your mailbox for $16.19.
The Sony reader also lets you store and play or display music. So what's not to like about the Sony? Well, for many bibliophiles, they like to have, hold and keep their volumes, which don't need charging. You can write notes in the margins, and enjoy the ambience they provide on your book shelves.
The need for electronic reading devices is likely to grow as more people worried about the billions of tons of paper used for printed material. Many believe the time will come when devices like the Sony reader are as common as printed newspapers and magazines today.
68.What would be the best title for the passage?
A. The age of the electronic book reader is coming
B. Printed books are out of date
C. The Sony reader meets many readers’ needs
D. The revolution in book readers
69.According to the passage, the Sony book reader _________.
A. is as light as a laptop computer B. can hold more than 200 books
C. is convenient to carry around D. cannot be connected to a PC
70.What is the author’s point when he mentions “Stone Cold”?
A. Amazon’s printed books are very cheap
B. “Stone Cold” can be got from the Sony site and Amazon
C. The Sony book reader is not very cheap to use
D. The Sony book reader can benefit its buyers a lot
71.According to the author, what’s the future for the electronic reading devices?
A. They’ll replace printed newspapers and magazines
B. They’ll still be more expensive than printed newspapers
C. They’ll become a must in people’s daily life
D. They’ll become more popular as time goes on
C
You can love them or hate them, but no matter which tourist destination you visit, chances are you’ll see someone with their head buried in a Lonely Planet guidebook.
Lonely Planet is one of the world’s largest travel guide brands, publishing more than 500 different guides in eight languages. The popular brand also produces television shows, websites and podcasts(播客)all devoted to travel.
Some people praise Lonely Planet books because they make traveling easy and affordable. They also save time and make sure you don’t miss the best things.
They also provide the reviews of hostels(旅店), hotels, restaurants and ticket information about your destination.
This can be great if you’re a nervous traveler, or if you haven’t traveled by yourself before. If you’re in a country where you don’t speak the language, sometimes there’s nothing better than getting into a taxi and opening up a guidebook. You simply point to a map that directs the taxi driver to a hostel that’s cheap and clean, with friendly staff and cold beer.
But others criticize Lonely Planet and other travel guide publishers like them. They say guidebooks take the fun and spontaneity(自发性)out of traveling, and that part of the enjoyment of travel comes from the fact that anything can happen. They also regret that if you follow a guidebook, you’ll end up doing the same thing and having the same experience as everyone else. You might end up seeing the same group of people over and over, because everyone is reading the same book and following the same route.
Another criticism of travel guides is that they have a large impact on local communities. For example, some locals devote their lives to behaving in ways that attract tourists. They pretend to live a traditional lifestyle, wear traditional clothes and live in traditional houses in order to attract the tourist dollar.
64. The Lonely Planet guidebook can bring you the following advantages EXCEPT that __________.
A. you can speak a foreign language when opening a guidebook
B. you can easily find a nice place to stay in a strange city
C. it provides lots of useful information about your destination
D. it can help you save time and money when traveling
65. People criticize the guidebook because __________.
A. it is not as useful as most travelers expect
B. tourist destinations will be crowded if everyone follows the same route
C. travelers may not get the chance to have unexpected adventures
D. local people keep modern lifestyles under its influence
66. What do we know about the Lonely Planet guidebook from the text?
A. It’s a world-famous brand only producing guidebooks for travelers.
B. It’s very useful to a person who’s nervous about touring an unfamiliar place.
C. It’s very useful to a tourist who likes to repeat others’ experiences.
D. It is loved by all travelers because of the convenience it brings to travelers.
67. Which of the following best shows the structure of the text? (①—⑦ stand for Paragraph 1
—Paragraph 7 )
A. ① B. ① C. ① D. ①② ②③ ④ ② ② ③
③④ ⑤⑥⑦ ⑤ ⑥⑦ ③④⑤ ⑥⑦ ④⑤ ⑥⑦
B
Bicycles are a great way to get around. They’re fun to ride, especially down hills. And, as you speed along the road, you might also think of ways in which you could improve your bike— make it safer, more efficient, or more comfortable. In fact, the two-wheeled machines make for some cool science projects.
This year's Intel International Science and Engineering Fair (ISEF), held last May in Cleveland, featured(had)three bicycle projects from three countries. Like many of the other experiments presented at ISEF, the bike projects showed that some of the most interesting scientific research often begins by taking a closer look at things you care about.
Renato Angulo Chu had even grander ambitions. The 12th-grader from Lima, Peru, wanted to address some of his country's economic troubles.
"I see a problem in my country," Renato said. "If you go to the forests in Peru, in some places you cannot find electricity. If you go with my bicycle, you can turn on the lights."
Renato, 16, spent 3 years designing his special Multibike. The device looks like a fixed exercise bike. It has wires fixed along the frame and a blender strapped(fastened) to the back. Turning the pedals operates the blender. The same principle can be used to sharpen knives or sweep city streets.
The Multibike can work either as a fixed bike or as a bicycle able to travel city streets and country roads. It's made from inexpensive materials, and the user gets exercise while pedaling to operate a machine.
"You pedal the bike, and you can mix any drink you want," Renato said. More importantly, he added, the same concept could be used to bring light to houses in remote regions of the rainforest.
60. What can we learn from the first paragraph?
A. Bicycles are the best way to go about
B. Bikes should be made more comfortable to ride.
C. You can improve your bicycle for science research.
D. Many inventions are connected with the bicycle.
61. Which of the following is true according to the passage?
A. ISEF is an exhibiton displaying bicycle experiments designed by students.
B. Looking closely at things you are concerned about can lead to scientific research.
C. Renato’s improvement of the bicycle has solved the country’s great problem.
D. Renato’s special bicycle will soon be put into use in remote areas.’
62. The underlined word “address” in the third paragraph probably has the same meaning as _______.
A. make address written B. give up C. work at D. speak at
63. It can be inferred that Renato’s special bicycle is mainly designed for ________.
A. distant areas in the rainforest without electricity.
B. the use of his own family to make life easier.
C. the competition of ISEF to win money to support remote rainforests
D. enough exercise by pedaling it