Advertisers tend to think big and perhaps this is why they’re always coming in for criticism. Their critics seem to resent them because they have a flair for self-promotion and because they have so much money to throw around. ‘It’s iniquitous,’ 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 derives 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 byelaws 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 drab wall or a newspaper full of the daily ration of calamities.
We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. 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 tremendously 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. 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!What is main idea of this passage?
| A．Advertisement. |
| B．The benefits of advertisement. |
| C．Advertisers perform a useful service to communities. |
| D．The costs of advertisement. |
The attitude of the author toward advertisers is
| A．appreciative. |
| B．trustworthy. |
| C．critical. |
| D．dissatisfactory. |
Why do the critics criticize advertisers?
| A．Because advertisers often brag. |
| B．Because critics think advertisement is a “waste of money”. |
| C．Because customers are encouraged to buy more than necessary. |
| D．Because customers pay more. |
Which of the following is Not True?
| A．Advertisement makes contribution to our pockets and we may know everything. |
| B．We can buy what we want. |
| C．Good quality products don’t need to be advertised. |
| D．Advertisement makes our life colorful. |
The passage is
| A．Narration. |
| B．Description. |
| C．Criticism. |
| D．Argumentation. |
Vocabulary
come in for ( sth. ) 是某事物的对象，吸引（某事物），获得
flair 天资，天分
iniquitous 极邪恶的，极不公正的
drab 单调的，乏味的
subsist 活下去，生存下去，维持下去
hatch 孵化（指生孩子）
match 匹配，婚姻
dispatch 派遣，发送
agony 极大痛苦，煎熬
agony column （报刊中关于个人疑难问题征询意见的）读者来信专栏
难句译注
Advertisers tend to think big and perhaps this is why they’re always coming in for criticism.
【参考译文】广告商总是雄心勃勃（想得很大），也许这就是为什么他们老挨批评。
Their critics seem to resent them because they have a flair for self-promotion.
【参考译文】他们的批评者似乎对他们很气愤，因为他们在自我抬高/标榜上很有天分。
No other item in a newspaper provides such entertaining reading or offer such deep insight into human nature.
【参考译文】报纸任何其他栏目都难以提供如此有趣的文章，或提供对人性的内涵如此深刻的洞察。
It’s the best advertisement for advertising there is.
【参考译文】这是广告中最佳的广告。
写作方法与文章大意
文章以因果、对比的手法写出有没有广告的后果及广告的真正作用。文章首先指出广告商遭批评的原因：广告商夸大和人们认为广告浪费钱财、商品价格就搞；然后作者以有无广告的后果突出其功能，没有广告，商品价更高，生活单调、乏味。有了广告，商品价低，生活丰富多彩，人们获取各种信息。
“Sticks and stones may break my bones, but words will never hurt me.”
You probably heard those lines in grammar school, but do you really agree that harsh(严厉的) or negative words do not harm us? Words have power. Surely we all have had our feelings hurt by something someone said.
We may not say words to hurt others, but the way we interpret (解释) them and how we say them may cause great harm. Here’s an example:
An ancient king dreamed all his teeth had fallen out. He sent for a wise man to explain his dream to him: the dream means that all your relatives will die and you will be left alone! The king was very angry and threw the interpreter into prison. He then sent for another interpreter who said, “Congratulations! King! You will live many more years. In fact, you will survive all your relatives. Long Live the King!”
Both interpreters gave the same interpretation, but there was a huge difference in the way they said it.
Our speech must be understood by those who hear our words, but the way we say things and the intention behind them have as much power as the words themselves. Words can cause anger or appreciation. Which would you rather receive?
People who say harsh and negative things may not mean to harm, but have you ever known anyone who is a naysayer? They often look at the dark sides of things. They always see the glass as half empty rather than half full. How do you feel when you are around this type of person? Remember: words have power. Use them wisely.The author mentions the story of the ancient king to show that _____.
| A．one dream sometimes has different explanations |
| B．good words can bring good luck to people |
| C．people should be careful when talking to a king |
| D．different ways of saying things have different effects |
The underlined word naysayer in the last paragraph refers to a person who always _____.
| A．has a negative attitude |
| B．likes to be praised |
| C．talks big |
| D．likes to repeat what others say |
According to the text, how can people understand each other better?
| A．By sharing different life experiences |
| B．By accepting different habits. |
| C．By properly using words |
| D．By recognizing different values. |
The passage mainly talks about ______.
| A．the power of words |
| B．the cruelty of the king |
| C．how to understand others |
| D．how to build good relationships |
In a book called Magnificent Obsession, by Lloyd C. Douglas, a description is given of people helping others but doing it secretly. When difficult problems worried an individual(个人), friends nearby would meet to discuss possible solution(解决方案) without the individual knowing their actions. When a solution was agreed upon, one or two of the friends would carry out the plan and solve the problem secretly, to the great delight of the worried individual. The helpers would stand by privately(私下地), content with their success. No reward was given to the problem solvers, not even a sincere “thank you”, because they were never known.
This concept is popular today but in a different way. The phrase “pay it forward” is now used when one person helps another. However, the person helped may not be able to repay the person or group that helped them. So rather than return the favor to their helpers, they are supposed to help someone else in the future, which means they pay it forward. It is a sense of responsibility which makes us want to give back in equal measure to the one who has helped us. But, in this case, the responsibility turns to helping someone in the future.
Suppose your elderly grandmother pays part of your schooling. She may tell you there is no need to repay her because it is a gift from someone who loves you very much. Nothing would please her more than to have you use her money to get a good education.
You may never be able to repay her for such a gift. However, she not only gave you some money, but she provided you with an example that you should also help other people who need it.
People with serious needs are everywhere. Many are children who need better clothes, more books and even better schools. Some are elderly people who can’t afford their medicine or a doctor’s care. Consider how you can “pay it forward” rather than pay money back to your grandmother. The helpers in the book “Magnificent Obsession” were not rewarded because ______.
| A．they hadn’t solved the problems thoroughly (彻底地) |
| B．they had solved the problems secretly |
| C．they were friends of the worried individual |
| D．they expected to be paid back in the future |
The underlined word “pay it forward” means _______.
| A．to repay someone who has helped you |
| B．to pay someone else who needs help |
| C．to help someone who has helped you |
| D．to help someone else who needs help |
What does the writer suggest with the example of “your elderly grandmother”?
| A．We should learn to respect our grandparents. |
| B．We should work hard to get a good education. |
| C．We should also lend a hand to other people in need of help. |
| D．We should never forget to repay people for their help. |
From the passage we know_______.
| A．everybody needs help |
| B．more children need help than elderly people |
| C．it costs a lot of money to “pay it forward” |
| D．nowadays many people help others without being repaid |
Twenty years ago, I drove a taxi for a living. One night I went to pick up a passenger at 2:30 AM. When I arrived to collect, I found the building was dark except for a single light in a ground floor window.
I walked to the door and knocked. “Just a minute.” answered a weak, elderly voice. After a long pause, the door opened. A small woman in her eighties stood before me. By her side was a small suitcase. I took the suitcase to the car, and then returned to help the woman. She took my arm and we walked slowly toward the car. She kept thanking me for my kindness. “It’s nothing,” I told her. “I just try to treat my passengers the way I would want my mother treated.”
“Oh, you’re such a good man,” she said. When we got into the taxi, she gave me an address, and then asked, “Could you drive through downtown?”
“It’s not the shortest way.” I answered quickly.
“Oh, I’m in no hurry.” she said. “I’m on my way to a hospice（临终医院）. I don’t have any family left. The doctor says I don’t have very long.”
I quietly reached over and shut off the meter（计价器）. For the next two hours, we drove through the city. She showed me the building where she had once worked, the neighborhood where she had lived, and the furniture shop that had once been a ballroom where she had gone dancing as a girl. Sometimes she’d ask me to slow down in front of a particular building and would sit staring into the darkness, saying nothing. At dawn, she suddenly said, “I’m tired. Let’s go now.” We drove in silence to the address she had given me.
“How much do I owe you?” she asked.
“Nothing,” I said.
“You have to make a living.” she answered. “Oh, there are other passengers,” I answered.
Almost without thinking, I bent and gave her a hug. She held onto me tightly. Our hug ended with her remark. “You gave an old woman a little moment of joy.” The old woman chose to ride through the city in order to.
| A．show she was familiar with the city |
| B．see some places for the last time |
| C．let the driver earn more money |
| D．reach the destination on time |
The taxi driver did not charge the old woman because he.
| A．wanted to do her a favor |
| B．shut off the meter by mistake |
| C．had received her payment in advance |
| D．was in a hurry to take other passengers |
What can we learn from the story?
| A．Giving is always a pleasure. |
| B．People should respect each other. |
| C．An act of kindness can bring people great joy. |
| D．People should learn to appreciate others’ concern. |
A new study warns that about thirty percent of the world's people may not have enough water by the year 2025.
A private American organization called Population Action International did the new study. It says more than three-hundred-thirty-five-million people lack enough water now. The people live in twenty-eight countries. Most of the countries are in Africa or the Middle East.
P-A-I researcher Robert Engelman says by the year 2025, about three-thousand-million people may lack water. At least 18 more countries are expected to have severe water problems. The demand for water keeps increasing. Yet the amount of water on Earth stays the same.
Mr. Engelman says the population in countries that lack water is growing faster than in other parts of the world. He says population growth in these countries will continue to increase.
The report says lack of water in the future may result in several problems. It may increase health problems. Lack of water often means drinking waters not safe. Mr. Engelman says there are problems all over the world because of diseases, such as cholera, which are carried in water. Lack of water may also result in more international conflict. Countries may have to compete for water in the future. Some countries now get sixty percent of their fresh water from other countries. This is true of Egypt, the Netherlands, Cambodia, Syria, Sudan, and Iraq. And the report says lack of water would affect the ability of developing to improve their economies. This is because new industries often need a large amount of water when they are beginning.
The Population Action International study gives several solutions to the water problem. One way, it says, is to find ways to use water for more than one purpose. Another way is to teach people to be careful not to waste water. A third way is to use less water of agriculture.
The report also says long-term solutions to the water problem must include controls on population growth. It says countries cannot provide clean water unless they slow population growth by limiting the number of children people have. are expected to have severe water problems by the year 2025.
| A．46 countries | B．18 countries |
| C．28 countries | D．No countries |
All the following are true except .
| A．Lack of water may cause conflict between countries |
| B．New industries need a lot of water |
| C．There are solutions to the water problem |
| D．Egypt now has enough fresh water |
.What can be inferred from the passage? .
| A．There is connection between providing clean water and slowing population growth |
| B．Lack of water may also result from international conflict |
| C．The ability of developing has nothing to do with lack of water |
| D．It is not known whether diseases have something to do with lack of water |
The best title of the passage would be .
| A．World Conflict | B．World Water Shortage |
| C．Diseases and Water | D．Population and Water |
Dolphins call out the specific names of loved ones when they become separated, a study finds．Other than humans, they are the only animals known to do this, according to the study．The big difference with dolphins is that these communications consist of whistles（鸣叫）, not words．
Earlier research found that dolphins have a “signature whistle” that would be somewhat like human shouting, “Hey everybody! I’m an adult healthy male named George, and I mean you no harm．”
The new finding is that dolphins also say the names of certain other dolphins．“Animals produced copies of the same sound when they were separated from a close partner．This supports our belief that dolphins copy another animal’s signature whistle when they want to reunite with that animal,” Stephanie King, who led the study, says．
King and her colleagues collected acoustic（声音的）data from wild dolphins around Sarasota Bay, Florida, from 1984 to 2009．The researchers also studied four adult male dolphins housed at the Seas Aquarium, also in Florida．
Those males are adults that keepers named Calvin, Khyber, Malabar and Ranier, all of whom, as well as all of the wild ones, developed their own signature whistles that served as names in communication with other dolphins．
“A dolphin uses its signature whistle to broadcast its identity and announce its presence．The signature whistles allow animals to identify one another over long distances and allow animals to recognize one another and to join up with each other,” King explains．“Dolphin whistles can be heard up to 20km away, depending on water depth and whistle frequency（频率）．”
The researchers said dolphins copy the signature whistles of loved ones, such as a mother, when the two are separated．These “names” are always used in positive situations, and are only directed toward loved ones．
While researchers are often unwilling to apply the word language to non-human communications, dolphins clearly have a very complex communication system．The underlined word “housed” in Paragraph 4 probably means “_________”．
| A．raised | B．saved | C．discovered | D．hunted |
Which one plays a part in whether dolphin whistles can be heard over a distance?
| A．The dolphin’s identity． |
| B．The water temperature |
| C．The whistle frequency． |
| D．The dolphin’s age． |
When do dolphins copy the signature whistles of loved ones?
| A．When there is a fight． |
| B．When their keeper comes． |
| C．When they are apart． |
| D．When they are hungry． |
The passage probably is taken from______
| A．A magazine about scientific advances． |
| B．A website about various animals． |
| C．A report on animal acoustics． |
| D．An essay about the relationship between humans and animals． |