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。
There was one thought that air pollution affected only the area immediately around large cities with factories and heavy automobile traffic. At present, we realize that although these are the areas with the worst air pollution, the problem is worldwide. On several occasions over the past decade, a heavy cloud of air pollution has covered the east of the United States and brought health warnings in rural areas away from any major concentration （集中）of manufacturing and automobile traffic. In fact, the very climate of the entire earth may be infected by air pollution.
Some scientists consider that the increasing concentration of carbon dioxide in the air resulting from the burning of coal and oil is creating a “greenhouse effect” - raising the world’s average temperature. If this view is correct and the world’s temperature is raised only a few degrees, much of the polar ice will melt and cities such as New York, Boston, Miami, and New Orleans will be in water.
Another view, less widely held, is that increasing particular matter in the atmosphere is preventing sunlight and lowering the earth’s temperature - a result that would be equally disastrous. A drop of just a few degrees could create something close to a new ice age, and would make agriculture difficult or impossible in many of our top farming areas. Today we do not know for sure that either of these conditions will happen though one recent government reports that the greenhouse effect is very possible. Perhaps, if we are lucky enough, the two tendencies will offset（抵消）each other and the world’s temperature will stay about the same as it is now. Driven by economic profits, people don’t think about the damage on our environment caused by the “advanced civilization”. Maybe the air pollution is the price the human beings have to pay for their development. But is it really worth?As pointed out at the beginning of the passage, people used to think that air pollution ________.
| A．caused widespread damage in the countryside |
| B．affected the entire eastern half of the United States |
| C．had damaged effect on health |
| D．existed only in urban and industrial areas |
As to the greenhouse effect, the author ________.
| A．shares the same view with the scientists |
| B．is uncertain of its happening |
| C．rejects it as being ungrounded |
| D．thinks it will destroy the world soon |
It can be concluded from the last paragraph that ________.
| A．lowering the world’s temperature only a few degrees would lead major farming areas to disaster |
| B．raising the world’s temperature only a few degrees would not do much harm to life on earth |
| C．almost no temperature variations have occurred over the past decade |
| D．the world’s temperature will remain constant in the years to come |
This passage is mainly about ________.
| A．the greenhouse effect |
| B．the burning of coal and oil |
| C．the potential effect of air pollution |
| D．the likelihood of a new ice age |
Have you ever thought about what determines the way we are when we grow up? Remember the TV program Seven Up? It started following the lives of a group of children in 1973. We first meet them as wide-eyed seven-year-olds and catch up with them at seven-year intervals: nervous 14-year-olds, serious 21-year-olds and then grown-ups.
Some of the stories are inspiring, others sad, but what is interesting in almost all the cases is the way in which the children’s early hopes and dreams are shown in their future lives. For example, at seven, Tony is a lively child who says he wants to become a sportsman or a taxi driver. When he grows up, he goes on to do both. How about Niki? She says, “I would like to find out about the moon.” And she goes on to become a space scientist. As a child, soft-spoken Bruce says he wants to help “poor children” and ends up teaching in India.
But if the lives of all the children had followed this pattern, the program would be far less interesting than it actually was. It was the children whose childhood did not prepare them for what was to come that made the program so interesting. Where did their ideas come from about what they wanted to do when they grew up? Are children influenced by what their parents do, by what they see on television or by what their teachers say? How great is the effect of a single important event? Many film directors, including Steven Spielberg, say that an early visit to the cinema was the turning point in their lives. Dr. Margaret McAllister, who has done a lot of research in this area, thinks that the major factors are parents, friends and their wider society.What does the text mainly discuss?
| A．New ways to make a TV program interesting. |
| B．The importance of TV programs to children. |
| C．Different ways to make childhood dreams come true. |
| D．The influence of childhood experience on future lives. |
What does the underlined word “influenced” mean in the last paragraph?
| A．Impressed. | B．Improved. | C．Affected. | D．Attracted. |
What are the examples in Paragraph 2 meant to show?
| A．Many people’s childhood hopes are related to their future jobs. |
| B．There are many poor children in India who need help. |
| C．Children have different dreams about their future. |
| D．A lot of people are very sad in their childhood. |
Spielberg’s story is meant to show that _______.
| A．going to a movie at an early age helps a child learn about society |
| B．a single childhood event may decide what one does as a grown-up |
| C．parents and friends can help a child grow up properly |
| D．films have more influence on a child than teachers do |
Information has always been at the center of human communication. You may ask why. Well, communication between people contains giving and receiving information. The way we give and receive information today has experienced a revolution in the development of the mass media in the 20th century.
The first truly mass communication medium was the newspaper. For the first time in history, people could read about events in their country and from around the world every day. However, there were two problems with newspapers of that time. Firstly, newspapers were available only in large cities, for getting newspapers to the countryside was a difficult and time-consuming（耗时的） task. Secondly, newspapers weren’t always reliable, as there was a limited range of opinions.
Nowadays, we can choose from a wide variety of sources to get information. Television and the Internet have given us the chance to be informed about everything the minute it happens. Large numbers of radio and TV stations, satellite channels and millions of websites help people keep up with the latest news. People live in history and are part of it.
The media have come a long way in the last century and there is no doubt that we now live in the information age. Whatever type of media we choose, it all comes down to the need for information. This will always be a basic need as long as communication is part of human nature.Information is considered the center of human communication because ________.
| A．human communication means information exchange |
| B．human communication involves people’s participation |
| C．information is now experiencing a revolution |
| D．information helps people gather together |
What was the historical contribution of the newspaper as a source of information?
| A．It made the mass communication truly develop. |
| B．It helped the mass communication develop in cities. |
| C．It kept people timely informed about home and world events. |
| D．It kept reliable information available in big cities. |
The third paragraph mainly tells us that technology helps ________.
| A．information easily available | B．people be part of history |
| C．inform everything timely | D．produce the latest news |
It can be concluded from the last paragraph that a basic need today is ________.
| A．communication | B．information |
| C．high technology | D．media types |
Dior was born in Normandy in 1905, and his family’s original plans for him included a career in the diplomatic service, but by the time he was twenty-three, with his parents’ money, he opened a small art gallery in Paris. By 1931, the money had been used up. Dior’s friends in the art gallery asked him to draw and he took his first step at designing and drawing. His first job was with Lucien Lelong from whom Dior learned his craft（手艺）.
In February, 1947, Dior started the New Look in his first major Paris collection. He was backed by a famous textile producer, Boussac, who looked after the dollars, while Dior looked after the fashions. Dior knew nothing about cutting and sewing, but he was good at fashion design.
The New Look started an entirely different look to costume, with a tiny waist, a rounded shoulder and a shapely bust（胸围）, usually with a low-cut neckline and a long full skirt. To women who had lived through the war years, the femaleness of the New Look was a great success, for people were tired of the extremely plain, wartime restrictive fashions.
It is said that dresses by Dior were “constructed like buildings”, but young people were attracted to his design, and all over the western world, manufacturers plunged into（投入）the production of his new style. Dior’s revolutionary designs lighted up a whole cycle of fashion - rounded, gentle, feminine - a delight in elegance. A New kook House of Dior opened in 1948, followed by one in London. Considered as King of Couture （Women’s clothing） for years, the Dior Empire grew until it covered every country in the western world, and included furs, jewelry, perfumes, men’s wear and so on. Over 1,000 people worked at the Paris headquarters then.
His sudden death in 1957 when he was 52 years old did not stop the growth of the House of Dior. Even now, so many years after his death, his name is closely connected with fashion throughout the world, and indeed is one of the most recognized names in the world. His first great New Look, with its long skirts, was an expression of freedom in the late 1940s.Which of the following designs is close to Dior’s?
According to the passage, in Dior’s life, he did not _________.
| A．make creative fashion designs |
| B．work in a diplomatic service |
| C．learn craft as his first job |
| D．open a New Look House |
We can infer from the passage that ________.
| A．Dior and his supporter had different interests in business |
| B．Dior’s New Look had little influence on people then |
| C．Dior is only a brand of women’s fashion |
| D．Dior’s fashion was not accepted at first |
What is probably the best title for the passage?
| A．The History of the New Look |
| B．The Growth of the Dior Empire |
| C．An Expression of Freedom - Dior |
| D．The Founder of the New Look – Dior |
A few years ago, when I was still in high school, I met a wonderful and warm teacher. At that time in my life, there were many changes to adjust to, apart from the usual teenage troubles. My parents had divorced, so my elder brother and I had chosen to stay with my dad. Due to the fact that he was keeping the house, we didn’t have to move.
During this time, my teacher took a special interest in me. Being my English teacher, she encouraged my mind to travel to creativity I had long given up. She brought me out of the shell I built.
She became my mother, my older sister, my friend and my teacher. The one thing she couldn’t do though was to make me more girly as growing up with only my dad and brother made me a real tomboy.
Sometimes, I would be really immature（不成熟的）, especially if she was scoring me less than others on purpose. She knew I could do better than what I was handing in and so pushed me to extend further than limits.
When I finished school and then after college I was about to leave my hometowns she gifted me a watch that every second, with my pulse, should remind me of the one person who will forever wait and love me without reservation.
Time has passed and our friendship is distant, but in my heart, soul and mind, she is the closest I ever got.The writer and her elder brother chose to live with their father simply because _________.
| A．their mother was expecting to have another baby |
| B．they didn’t have to move out of their house |
| C．they hated their mother remarried |
| D．they had a closer relationship with their father |
How did the writer get along with her studies before she met her English teacher?
| A．She was hopeless and had given up her studies. |
| B．She was getting along well with her studies. |
| C．She had some trouble with her studies. |
| D．She lacked interest in creativity. |
The writer behaved herself like a boy because ________.
| A．she needed the love of mother |
| B．she wanted to learn from her father and brother |
| C．she lived with only men all the time |
| D．her English teacher didn’t care about her |
What was the writer’s attitude to the watch given by the teacher?
| A．She considered it to be very useful. |
| B．She valued it very much. |
| C．She kept it very well. |
| D．She wanted to do something later in return for it. |