Advertising is a highly developed twentieth-century industry. The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising. Why is advertising so popular? Is it a waste of money? It has been proved again and again that repeated advertising increases product sales. Since it increases production, the price can be reduced. Therefore advertising, instead of making a product more expensive, makes it cheaper.
Advertising is now a scientific business. Once managers would say jokingly,“I know thathalf of what I spend on advertising is wasted, but I don’t know which half.”Now, all parts of an advertising program are properly measured and researched.
What makes a good advertisement? There have been major changes in advertising in the pastsixty years. People read advertisements partly for information and partly for pleasure. Today’s advertisements often start with a question, or a puzzle, with the purpose of attracting the reader’s attention. Of course, most advertisements contain information. But this is usually contained in a text that is interesting and often funny. Humor is very important. Sometimes advertisements tell a story, or the story may be continued over a number of advertisements. However, there is a danger in this. It is possible that the reader or viewer will remember the advertisement but not the name ofthe product.The purpose of advertising is ________.
| A．to increase products sales |
| B．to make a product much better |
| C．to spend more money |
| D．to reduce the production |
Which of the following can be used in place of the underlined phrase“ hand in hand”?
| A．Here and there. | B．Again and again. |
| C．As usual. | D．At the same time. |
What is meant by what managers said in the second paragraph?
| A．All the money on advertising was wasted. |
| B．Not all the advertisements were well designed. |
| C．All the managers knew about advertising then. |
| D．Managers spent no money on advertising. |
What does the writer think of advertising?
| A．Useless | B．Unnecessary. |
| C．Important. | D．Wasteful. |
Given that many people's moods (情绪)are regulated by the chemical action of chocolate, it was probably only a matter of time before somebody made the chocolate shop similar to a drug store of Chinese medicine. Looking like a setting from the film Charlie&the Chocolate Factory, Singapore's Chocolate Research Facility (CRF) has over 100 varieties of chocolates.its founder is Chris Lee who grew up at his parents' corner store with one hand almost always in the jar of sweets.
If the CRF seems to be a smart idea, that's because Lee is not merely a seasoned salesperson but also head of a marketing department that has business relations with big names such as Levi's and Sony. That idea surely results in the imagination at work when it comes to making different flavored(味道)chocolates.
The CRF's produce is "green". made within the country and divided into 10 lines, with the Alcohol Series being the most popular. The Exotic Series一with Sichuan pepper, red bean (豆).cheese and other flavors一also does well and is fun to taste. And for chocolate snobs，who think that they have a better knowledge of chocolate than others, the Connoisseur Series uses cocoa beans from Togo, Cuba, Venezuela , and Ghana, among others.What is good about chocolate?
| A．It serves as a suitable gift. |
| B．It works as an effective medicine. |
| C．It helps improve the state of mind. |
| D．It strengthens business relations. |
Why is Chris Lee able to develop his idea of the CRF?
| A．He knows the importance of research. |
| B．He learns form shops of similar types. |
| C．He has the support of many big names |
| D．He has a lot of marketing experience. |
Which line of the CRF produce sells best?
| A．The Connoisseur Series. |
| B．The Exotic Series. |
| C．The Alcohol Series. |
| D．The Sichuan Series. |
The words "chocolate snobs" in Paragraph 3 probably refer to people who
| A．are particular about chocolate |
| B．know little about cocoa beans |
| C．look down upon others |
| D．like to try new flavors |
LONDON - A British judge on Thursday sentenced a businessman who sold fake(假冒的) bomb detectors(探测器) to 10 years in prison, saying the man hadn't cared about potentially deadly consequences.
It is believed that James McCormick got about $77.8 million from the sales of his detectors - which were based on a kind of golf ball finder - to countries including Iraq, Belgium and Saudi Arabia.
McCormick, 57, was convicted(判罪) of cheats last month and sentenced Thursday at the Old Bailey court in London.
"Your cheating conduct in selling a great amount of useless equipment simply for huge profit promoted a false sense of security and in all probability materially contributed to causing death and injury to innocent people," Judge Richard Hone told McCormick. "you have neither regret, nor shame, nor any sense of guilt."
The detectors, sold for up to $42,000 each, were said to be able to find such dangerous objects as bombs under water and from the air. But in fact they "lacked any grounding in science" and were of no use.
McCormick had told the court that he sold his detectors to the police in Kenya, the prison service in Hong Kong, the army in Egypt and the border control in Thailand.
"I never had any had results from customers," he said.Why was McCormick sentenced to prison?
| A．He sold bombs. | B．He caused death of people. |
| C．He made detectors. | D．He cheated in business. |
According to the judge, what McCormick had done _______.
| A．increased the cost of safeguarding |
| B．lowered people's guard against danger |
| C．changed people's idea of social security |
| D．caused innocent people to commit crimes |
Which of the following is true of the detectors?
| A．They have not been sold to Africa. |
| B．They have caused many serious problems. |
| C．They can find dangerous objects in water. |
| D．They don't function on the basis of science. |
It can be inferred from the passage that McCormick _______.
| A．sold the equipment at a low price |
| B．was well-known in most countries |
| C．did not think he had committed the crime |
| D．had not got such huge profit as mentioned in the text |
Poet William Stafford once said that we are defined more by the detours (绕行路) in life than by the narrow road toward goals. I like this image. But it was quite by accident that I discovered the deep meaning of his words.
For years we made the long drive from our home in Seattle to my parents’ home in Boise in nine hours. We traveled the way most people do: the fastest, shortest, easiest road, especially when I was alone with four noisy, restless kids who hate confinement (限制) and have strong opinions about everything.
Road trips felt risky, so I would drive fast, stopping only when I had to. We would stick to the freeways and arrive tired.
But then Banner, our lamb was born. He was rejected by his mama days before our planned trip to Boise. I had two choices: leave Banner with my husband, or take him with me. My husband made the decision for me.
That is how I found myself on the road with four kids, a baby lamb and nothing but my everlasting optimism to see me through. We took the country roads out of necessity. We had to stop every hour, let Banner shake out his legs and feed him. The kids chased him and one another. They’d get back in the car breathless and energized, smelling fresh from the cold air.
We explored side roads, catching grasshoppers in waist-high grass. Even if we simply looked out of the car windows at baby pigs following their mother, or fish leaping out of the water, it was better than the best ride down the freeway. Here was life. And new horizons (见识).
We eventually arrived at my parents’ doorstep astonishingly fresh and full of stories.
I grew brave with the trip back home and creative with my disciplining technique. On an empty section of road, everyone started quarreling. I stopped the car, ordered all kids out and told them to meet me up ahead. I parked my car half a mile away and read my book in sweet silence.
Some road trips are by necessity fast and straight. But that trip with Banner opened our eyes to a world available to anyone adventurous enough to wander around and made me realize that a detour may uncover the best part of a journey—and the best part of yourself.Why did the author use to take freeways to her parents’ home?
| A．It was less tiring. |
| B．It would be faster and safer. |
| C．Her kids would feel less confined. |
| D．She felt better with other drivers nearby. |
The author stopped regularly on the country roads to _____.
A. relax in the fresh air
B. take a deep breath
C. take care of the lamb
C. let the kids play with Banner.What does the author discover from the trio according to Paragraph 6?
| A．Freeways are where beauty hides. |
| B．Getting close to nature adds to the joy of life. |
| C．Enjoying the beauty of nature benefits one’s health. |
| D．One should follow side roads to watch wild animals. |
Why did the author ask the kids to get out of the car on their way back home?
| A．To give herself some time to read. |
| B．To order some food for them. |
| C．To play a game with them. |
| D．To let them cool down. |
What could be the best title for the passage?
| A．Charm of the Detour |
| B．The Road to Bravery |
| C．Creativity out of Necessity |
| D．Road Trip and Country Life |
Pride and Prejudice for the Modern Woman
Let us imagine how Pride and Prejudice, Jane Austen's most famous work, might be updated, 200 years on.
Austen's popularity is rooted in her intelligence. But today she would certainly have had a very different life, as would her characters. Here's my own suggestion. . .
It is a truth finally and universally acknowledged that a single woman with brains deserves to have equal opportunities to men, however disadvantaged she may feel by sexism.
" My dear husband," said his hopeful wife one day, " have you heard that the local store, standing empty for so long, is taken over by a bright young businesswoman?"
Her dull and indifferent (漠不关心的) husband replied that he had not. "But it is, it is," she replied excitedly. Mr Dull-Husband made no reply.
"Don't you want to know her plans?" she cried with some impatience.
"Well, clearly you think it matters to your silly little head. .. so I'd better listen. "
"Well, my dear, the rumour (传言) is that she has already set up a string of successful businesses in northern England, though how a woman can know anything about that is beyond me. She will move in herself next month. " "What is her name?" "Bingley. "
"Is she married or single?"
"What a question! And none of your business. But her coming will be a fine thing for our five boys. " "How so? How can it possibly affect them? "
"My dear love; those lazy boys need something to wake them up. There are bound to be jobs going. "
" Is that her point in settling here? Surely as a woman she has simply taken a fancy to the place. "
" Nonsense, my love, how little you've noticed the world has changed. She's got a first-rate degree and some sort of business qualification, I'm told. She surely needs one of our boys! Perhaps you might give her a call. "
" Me? No. Perhaps you can take an interest. You still have your looks, after all. She may even offer you a job. " "Oh, that's not likely. These new chances belong to the younger generation. But now you mention it, I think I'll go along all the same. "
And Mrs Bennet went along. That was 10 years ago. She is now managing director of a FTSE-listed company.
... It would remain the case, of course, that Mrs Bennet would be one of very few women on the company board, that her salary would be lower than her male colleagues, her bonus of a more "female" dimension and her lifespan (年限) among the city's business leaders shorter than theirs. Still, she'd no doubt have enjoyed Davos—and might even have hobnobbed (攀谈) with influential figures.Which of the following is TRUE according to the passage?
| A．Austen was born 200 years ago. |
| B．Austen rewrote Pride and Prejudice. |
| C．Austen's success lies in her wisdom. |
| D．Austen's updated work gains popularity. |
The underlined part in the passage suggests that Mrs Bennet ____.
| A．had mixed feelings of admiration and surprise about Bingley |
| B．felt kind of worried and doubtful about Bingley |
| C．was extremely anxious to meet Bingley |
| D．had a great curiosity about Bingley |
In the eyes of Mrs Bennet, Bingley surely needed one of their boys to ____.
| A．get married to | B．work for her |
| C．help her move in | D．take over her store |
What does the writer intend to tell us?
| A．Women with brains can also be as successful as men. |
| B．Women have to pay a high price for success. |
| C．A judgment must be made free from prejudice. |
| D．Sex discrimination still exists nowadays. |
A German study suggests that people who were too optimistic about their future actually faced greater risk of disability or death within 10 years than those pessimists who expected their future to be worse.
The paper, published this March in Psychology and Aging, examined health and welfare surveys from roughly 40,000 Germans between ages 18 and 96. The surveys were conducted every year from 1993 to 2003.
Survey respondents (受访者) were asked to estimate their present and future life satisfaction on a scale of 0 to 10, among other questions.
The researchers found that young adults (age 18 to 39) routinely overestimated their future life satisfaction, while middle-aged adults (age 40 to 64) more accurately predicted how they would feel in the future. Adults of 65 and older, however, were far more likely to underestimate their future life satisfaction. Not only did they feel more satisfied than they thought they would, the older pessimists seemed to suffer a lower ratio (比率) of disability and death for the study period.
“We observed that being too optimistic in predicting a better future than actually observed was associated with a greater risk of disability and a greater risk of death within the following decade,” wrote Frieder R. Lang, a professor at the University of Erlangen-Nuremberg.
Lang and his colleagues believed that people who were pessimistic about their future may be more careful about their actions than people who expected a rosy future.
“Seeing a dark future may encourage positive evaluations of the actual self and may contribute to taking improved precautions (预防措施),” the authors wrote.
Surprisingly, compared with those in poor health or who had low incomes, respondents who enjoyed good health or income were associated with expecting a greater decline. Also, the researchers said that higher income was related to a greater risk of disability.
The authors of the study noted that there were limitations to their conclusions. Illness, medical treatment and personal loss could also have driven health outcomes.
However, the researchers said a pattern was clear. “We found that from early to late adulthood, individuals adapt their expectations of future life satisfaction from optimistic, to accurate, to pessimistic,” the authors concluded.According to the study, who made the most accurate prediction of their future life satisfaction?
| A．Optimistic adults. |
| B．Middle-aged adults. |
| C．Adults in poor health. |
| D．Adults of lower income. |
Pessimism may be positive in some way because it causes people ______.
| A．to fully enjoy their present life |
| B．to estimate their contribution accurately |
| C．to take measures against potential risks |
| D．to value health more highly than wealth |
How do people of higher income see their future?
| A．They will earn less money. |
| B．They will become pessimistic. |
| C．They will suffer mental illness. |
| D．They will have less time to enjoy life. |
What is the clear conclusion of the study?
| A．Pessimism guarantees chances of survival. |
| B．Good financial condition leads to good health. |
| C．Medical treatment determines health outcomes. |
| D．Expectations of future life satisfaction decline with age. |