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。
Do you now who Stefani Germanotta is? Perhaps not, but you’ll almost certainly know the star called Lady Gaga, a 24-year-old American famous for her cutting edge pop videos and strange fashion sense. She was the biggest winner at the MTV Europe Music Awards in Madrid on November 7, 2010. Her awards included the best female artist and the best song.
Her popularity doesn’t end there. The BBC reports that the University of South Carolina has a sociology course about the life, work and rise to fame of Lady Gaga. The course is due to start in spring 2011. “We’re going to look at Lady Gaga as a social event,” said professor Mathieu, who will teach Lady Gaga and the Sociology of Fame.
Germanotta, in fact, is a college student. She learned to play the piano by age 4. At age 17, she was one of the only 20 young people to get early admission to New York University’s Tisch School of the Arts, the famous music school. Yet after her second semester, she took a big risk—she decided to quit and concentrate on a music career. But hwo did she manage to go from nowhere to supar star in just two years?
She may well have had a plan for the top. She created “The Ultimate Pop Burlesque Show” with another artist. It was the first of many strange images. The pair gained enough attention to get a spot at a famous music festival in Chicago. Later, a record company signed Germanotta.
While Lady Gaga enjoys popularity, there are critics accusing her of regularly using rude language in her lyrics(歌词) and wearing overly sexy clothing. According to the article, Lady Gaga is famous for _______.
| A．her fashion shows | B．her strange images |
| C．her talents in university | D．her winning awards |
Which of the following is the correct order for the stages of Gaga’s career?
| a. She appeared in a music festival in Chicago b. She won the award—the best female c. She decided to quit school d. She created a show with another artist e. She was signed by a record company f. Her success has become a university course
|
I sometimes wonder if old Finchley has the right personality to be a research scientist. He keeps asking when he’ll be coming back. After all, it was his own fault. Nobody tries out what has just been invented on themselves any more but Finchley. Well, he must have pumped about a thousand c. c. s into himself before I noticed he was clearly becoming smaller.
It was funny watching him, because his clothes remained the same in size. They simply piled up around him so that he looked like a small boy in his father’s clothes. But he kept getting smaller and smaller. As my colleague Dawson and I watched him, he disappeared! All we could see was Finchley’s clothes on the floor. They looked so strange, because the lab coat was on top, shirt and trousers inside and, I suppose, underclothes inside again. It gave me a strange feeling, and I think Dawson was a bit shaken, too.
Dawson was sitting on his chair in front of a microscope he’d been using to examine a family of mites(螨虫). He looked through the scope kind of absently again, and was nearly scared to lose awareness when he found old Finchley waving back from the other end.
It seems as if Finchley had taken a free ride on a dust mite and landed on the land of the mite family. Of course, we didn’t know till Finchley told us later. But anyhow, as I said, Dawson nearly passed out. He jumped off his chair and pointed at the microscope, to shocked to speak.Finchley disappeared because ________.
| A．he took something poisonous |
| B．he was changed into a dust mite |
| C．his father’s clothes totally covered him up |
| D．what he and his colleagues invented resulted in his disappearace |
It frightened Dawson to see Finchley _______.
| A．got into his scope by accident | B．was waving through his telescope |
| C．suddenly got lost in his clothes | D．gradually disappeared in the lab |
It can be inferred that Finchley, Dawson and the writer have possibly invented _____.
| A．some kind of medicine | B．a new powerful microscope |
| C．a machine to make people small | D．a new way to make a culture of mite |
It can probably be concluded that Finchley ________.
| A．passed out there and then | B．is not fit to be a scientist |
| C．is a devoted scientist | D．will remain tiny all the time |
One of the most fascinating things about television is the size of the audience. A novel can be on the “best seller” lists with a sale of up to 100,000 copies, but a popular TV show might have 70
million TV viewers. TV can make anything or anyone well-known overnight.
This is the principle behind “quiz” or “game” shows, which put ordinary people on TV to play a game for prizes and money. A quiz show can make anyone a star, and it can give away thousands of dollars. Charles Van Doren, an English instructor, became rich and famous after winning money on several shows. He even had a career as a television personality. But one of the losers proved that Charles Van Doren was cheating. It turned out that the show’s producers, who were pulling the strings, gave the answers to the most popular contestants beforehand. Why? Because if the audience didn’t like the person who won the game, they turned the show off. The result of this cheating was a huge scandal(丑闻). Based on the show off, a movie titled “Quiz Show” is on 40 years later.
Charles Van Doren is no longer involved with TV. But game shows are still here, though they aren’t taken seriously. In fact, some of them try to be as ridiculous as possible. There are shows that send strangers on vacation trips together, or that try to cause newly-married couples to fight on TV, or that punish losers by humiliating(羞辱) them. The entertainment now is to see what people will do just to be on TV. People still win money, but the real prize is to be in front of an audience of millions.What is the most important thing as to television?
| A．How many viewers they can attract | B．Becoming the best seller on the list |
| C．How much money can be given away | D．The number of people attending shows |
What does the underlined part “pulling the strings” probably mean?
| A．Planning the shows with effort | B．Drawing the curtain on the stage |
| C．Controlling the result secretly | D．Playing “quiz” or “game” openly |
Charles Van Doren stopped his career as a television personality because ________.
| A．he had earned enough wealth and fame. |
| B．one of the participants had told the truth |
| C．the film “Quiz Show” was being shown |
| D．his frequent appearance had bored the audience |
It can be inferred from the passage that _______.
| A．TV Game Shows are more popular than before. |
| B．the scandal was not made known until 40 years later |
| C．getting money is the only purpose of people taking part in shows |
| D．people can make themselves famous by taking part in shows |
He met her at a party. She was so outstanding that many guys were chasing after her, while he was so ordinary. At the end of the party, he invited her to have coffee with him. She was surprised but due to being being polite, she promised.
They sat in a nice coffee shop, he was too nervous to say anything, and she felt uncomfortable, too. Suddenly he asked the waiter, “Would you please give me some salt? I’d like to put it in my coffee.” Everybody stared at him. It was so strange! His face turned red but still, he put the salt in his coffee and drank it. She asked him curiously, “Why do you have this hobby?” He replied, “When I was a little boy, I lived near the sea, I liked playing in the sea, I could feel the taste of the sea, just like the taste of the salty coffee. Now every time I have the salty coffee, I always think of my childhood, my hometown, and my parents who are still living there.” While saying that tears filled his eyes. She was deeply touched. Then she also started to speak, speaking about her faraway hometown, her childhood, and her family.
That was a really nice talk, also a beautiful beginning of their love. They continued to date. She found that actually he was a man who met all her demands. He had tolerance, kind-hearted, warm and careful. Thanks to his salty coffee! They married. And, every time she made coffee for him, she put some salt in the coffee, as she knew that was the way he liked i
t. After 40 years, he passed away and left her a letter which said, “My dearest, please forgive my whole life’s lie. Remember the first time we dated? I was so nervous at that time, actually I wanted some sugar, but said salt. It was hard for me to change so I just went ahead. I didn’t like the salty coffee then, what a strange bad taste! But I have had the salty coffee for my whole life, for it was prepared by you.” The man was nervous at the coffee shop, because _______.
| A．everybody stared at him at that time |
| B．many guys chased after the woman |
| C．he didn’t feel himself a match for the woman |
| D．he had the strange habit of drinking salty coffee |
From this passage, we can infer that ________.
| A．the man’s lie won the woman’s love |
| B．the man’s parents onced lived near the sea |
| C．the woman talked with the man, for they had the same experience |
| D．the woman realised what salty coffee had to do with a good man |
What can be concluded about the man?
| A．He had intended to give his wife a surprise at his death |
| B．He unwillingly developed a taste for salty coffee after marriage |
| C．He was so stubborn as to drink for a life what he didn’t like |
| D．He enjoyed his lifelong bitter salty coffee out of love |
Which of the following could be the best title for this passage?
| A．A Foolish Lie | B．Salty Coffee |
| C．A Sad Love Story | D．Love in a Coffee Shop |
Bobby Moresco grew up in New York's Hell's Kitchen, a tough working-class neighborhood on Manhattan's West Side. But Hell's Kitchen lies right next door to Broadway, and the bright lights attracted Bobby from the time he was a teen. Being stage-struck was hardly what a street kid could admit to his partners. Fearing their ridicule, he told no one, not even his girlfriend, when he started taking acting lessons at age 17. If you were a kid from the neighborhood, you became a cop, construction worker, longshoreman or criminal. Not an actor.
Moresco struggled to make that long walk a few blocks east. He studied acting, turned out for all the cattle calls -- and during the decade of the 1970s made a total of $2,000. "I wasn't a good actor, but I had a driving need to do something different with my life," he says.
He moved to Hollywood, where he drove a cab and worked as a bartender. "My father said, 'Stop this 
craziness and get a job; you have a wife and daughter.' “But Moresco kept working at his chosen craft.
Then in 1983 his younger brother Thomas was murdered in a mob-linked killing. Moresco moved back to his old neighborhood and started writing as a way to explore the pain and the patrimony of Hell's Kitchen. Half-Deserted Streets, based on his brother's killing, opened at a small Off-Broadway theater in 1988. A Hollywood producer saw it and asked him to work on a screenplay.
His reputation grew, and he got enough assignments to move back to Hollywood. By 2003, he was again out of work and out of cash when he got a call from Paul Haggis, a director who had befriended him. Haggis wanted help writing a film about the country after September 11. The two worked on the writing, but every studio in town turned it down. They kept pitching it. Studio executives, however, thought no one wanted to see a severe, honest vision of race and fear and lives in collision in modern America.
Moresco believed so strongly in the script that he borrowed money, sold his house. He and Haggis kept pushing. At last the writers found an independent film producer who would take a chance, but the upfront money was too little, Moresco delayed his salary.
Crash slipped into the theaters in May 2005, and quietly became both a hit and a critical success. It was nominated for six Academy Awards and won three -- Best Picture, Best Film Editing and Best Writing (Original Screenplay) by Paul Haggis and the kid from Hell's Kitchen.
At age 54, Bobby Moresco became an overnight success. "If you have something you want to do in life, don't think about the problems," he says, "think about other ways to get it done." Rearrange the following statements in term of time order:
a. His work Half-Deserted Streets drew attention as it opened at a small Off-Broadway theater
b. Unexpectedly Crash became both a hit and a huge success.
c. He moved to Hollywood to be a taxi driver and a waiter.
d. He started learn acting in spite of hardness with the belief of doing something diiferent.
e. His younger brother Thomas was killed in conflict among bullies.
| A．d; c; e; a; b | B．d; e; c; b; a | C．c; d; e; a; b | D．c; e; d; b; a |
Why Bobby Moresco did not tell anyone that he started taking lessons at age 17?
| A．He wnted to give his girlfriend a surprise. |
| B．His girlfriend did not allow him to do this. |
C．He was afraid of being lau ghed at. |
| D．He had no talent for acting. |
Which of the following sentences is NOT true?
| A．His father did not support his work as a bartender. |
| B．Before he became an overnight success, his life experienced ups and downs. |
| C．His brother’s death inspired his writing Half-Deserted Streets. |
| D．Moresco grew up in New York's Hell's Kitchen which is a few blocks east of Broadway. |
The Studio executives turned the script Crash down because ______________.
| A．they thought the script would not be popular. |
| B．the script was not well written. |
| C．they had no money to make the film based on the script. |
| D．they thought Moresco was not famous. |
What’s the best title of the article?
| A．The Road to Success | B．Try It a Different Way |
| C．A Talented man—Moresco | D．Moresco’s Perseverance |
Which of the following can best describe Bobby Moresco?
| A．initiative and persistent | B．shy but hardworking |
| C．caring and brave | D．aggressive and modest |
b—f—c—d—a—e