No one knows for sure when advertising first started. It is possible that it grew out of the discovery that some people did certainkinds of work better than others did them. That led to the concept ofspecialization, which means that people would specialize, or focus, on doing one specific job.
It's take a man we'll call Mr. Fielder, for example. He dideverything connected with farming. He planted seeds, tended thefields, and harvested and sold his crops. At the same time, he didmany other jobs on the farm. However, he didn't make the bricks forhis house, cut his trees into boards, make the plows(犁),or any ofthe other hundreds of things a farm needs. Instead, he got them frompeople who specialized in doing each of those things.
Suppose there was another man we shall call Mr. Plowright. Usingwhat he knew about farming and working with iron, Mr. Plowright in-vented a plow that made farming easier. Mr. Plowright did not reallylike farming himself and wanted to specialize in making really goodplows. Perhaps, he thought, other farmers will trade what they grow forone of my plows.
How did Mr. Plowright let people know what he was doing?
Why, he advertised, of course. First he opened a shop and then heput up a sign outside the shop to attract customers. That sign mayhave been no more than a plow carved into a piece of wood and asimple arrow pointing to the shop door. It was probably all the information people needed to find Mr. Plowright and his really goodplows.
Many historians believe that the first outdoor signs were usedabout five thousand years ago. Even before most people could read, they understood such signs. Shopkeepers would carve into stone, clay, or wood symbols for the products they had for sale.
A medium, in advertising talk, is the way you communicateyour message. You might say that the first medium used in advertising was signs with symbols. The second medium was audio, orsound, although that term is not used exactly in the way we use ittoday. Originally, just the human voice and maybe some kind ofsimple instrument, such as a bell, were used to get people's attention.
A crier, in the historical sense, is not someone who weeps easily. It is someone, probably a man, with a voice loud enough to beheard over the other noises of a city. In ancient Egypt, shopkeepersmight hire such a person to spread the news about their products. Often this earliest form of advertising involved a newly arrived shiploaded with goods. Perhaps the crier described the goods, explainedwhere they came from, and praised their quality. His job was, inother words, not too different from a TV or radio commercial intoday's world. What probably led to the start of advertising?
A.The discovery of iron. |
B.The specialization of labor. |
C.The appearance of new jobs. |
D.The development of farming techniques. |
To advertise his plows, Mr. Plowright _________.
A.praised his plows in public |
B.placed a sign outside the shop |
C.hung an arrow pointing to the shop |
D.showed his products to the customers |
The writer makes up the two stories of Mr. Fielder and Mr. Plowright in order to _________.
A.explain the origin of advertising |
B.predict the future of advertising |
C.expose problems in advertising |
D.provide suggestions for advertising |
In ancient Egypt, a crier was probably someone who _________.
A.owned a ship |
B.had the loudest voice |
C.ran a shop selling goods to farmers |
D.functioned like today's TV or radio commercial |
The last two paragraphs are mainly about _________.
A.the history of advertising |
B.the benefits of advertising |
C.the early forms of advertising |
D.the basic design of advertising |
第三部分:阅读理解 (共两节,满分40分)
第一节(共15小题;每小题2分,满分30分)
阅读下列短文,从每题所给的四个选项(A、B、C和D)中,选出最佳选项,并在答题卡上将该项涂黑。
One night about nine o’clock, Dr. Eyck, a surgeon, had a phone call from Dr. Haydon at the hospital in Clens Falls. The surgeon was asked to go there at once to operate on a very sick boy who shot himself while playing with a gun.
The doctor was soon on his way to Clens Falls. It was 60 miles away. And it was snowing heavily in the city. The surgeon thought he could get there before 12 o’clock.
A few minutes later, the doctor was stopped by a man in an old black coat. Gun in hand, the man ordered the doctor to get out. Then the man drove the car down the road, leaving the doctor in the falling snow.
It was after 2 o’clock in the morning when the doctor arrived at the hospital in Clens Falls. Dr. Haydon told him that the boy had died an hour before.
The two doctors walked by the door of the hospital waiting room. There sat the man in the old black coat with his head in his hands.
“Mr. Cuninghan,” said Dr. Haydon to the man, “This is Dr. Eyck. He is the surgeon who walked all the way from Albany to save your boy.”
1.Dr. Haydon asked Dr. Eyck to come to Clens Falls because ________.
A.Dr. Eyck knew the boy was wounded by a shot
B.The boy needed the help of a surgeon
C.Dr. Eyck was the boy’s father
D.Dr. Eyck was Haydon’s friend
2.The surgeon was late because ________.
A . he was stopped by the police
B.the weather was rather terrible
C.Clens Falls was too far from Albany
D.his car was taken away
3.Choose the right order of the following events given in the story.
a.Dr. Eyck was asked to come to the hospital in Clens Falls.
b.Dr. Eyck arrived at the hospital.
c.The boy shot himself.
d.The boy died.
e.The man in an old coat reached the hospital.
f.Dr. Eyck was robbed of his car.
A. c,e,f,a,b,d B. a,c,f,d,b,e C. c,a,f,e,d,b D. a,c,f,e,d,b
4.The boy could have been saved if ________.
A .he had not been sent to the hospital
B. his father hadn’t arrived in time
C.Dr.Eyck had arrived earlier than the man
D.Dr. Eyck had arrived there two hours earlier
The Internet has led to a huge increase in credit-card fraud. Your card information could even be for sale in an illegal website. Websites offering cheap goods and services should be regarded with card. On line, shoppers who enter their credit-card information may never receive the goods they thought they bought. The thieves then go shopping with your card number—or sell the information over the Internet.
Computer hackers have broken down security system and that raises questions about the safety of card-holder information.
Several months ago, 25,000 customers of CD universe, an on-line music retailer (批发商), were not lucky. Their names, addresses and credit-card numbers were posted on a website after the retailer refused to pay US $157,828 to get back the information.
Credit-card firms are now fighting against online fraud. Master-card is working on plans for web-only credit-card, with a lower credit limit. The card could be used only for shopping online. However, there are a few simple steps you can take to keep from being cheated.
Ask about your credit-card firm’s online rules: Under British law, cardholders are responsible for the first US $ 78 of any cheating spending.
And shop only at secure sites: Send your credit-card information only if the website offers advanced secure system.
If the security is in place, a letter will appear in the bottom right-hand comer of your screen. The website address may also start https://—the extra "s" stands for secure. If in doubt, give your credit-card information over the telephone.
Keep your password safe: Most on-line sites require a user name and password before placing an order. Treat your password with care.
1. The underlined word “fraud” in the first paragraph probably means_____________.
A. cheating B. sale C. payment D. use
2. According to this passage most people worry about shopping on the Internet because___________.
A. many stolen credit-cards are sold on the Internet every day
B. fraud on the Internet happens very often
C. many websites break down every day
D. there are too many illegal websites on the Internet
3. Thieves usually get the information of the credit-card, ______.
A. because many customers lost their cards
B. by paying money for people working in the information companies
C. because the customers tell them their password
D. by stealing the information from websites
4. The best title for the passage might be________.
A. How to Beat Online Credit-card Thieves
B. How to Shop on the Internet
C. Never Use Credit Cards without an Advanced Computer
D. Why Thieves Steal Credit-card Information
The wheel was one of man’s first inventions and yet it has also proved one of the most useful. So wide and varied are the uses of the wheels, in machines and vehicles of all kinds, that it is difficult to imagine what the world would be like without them. It is surprising to hear it said, therefore, that the wheel’s importance will perhaps be greatly reduced by the end of the century by an invention so new as to be still unnamed.
The invention is a machine the floats above any surface on a cushion of air. The cushion is formed when air is blown into this saucer, the machine rises to a height that may vary from a few inches to a few feet.
Industry is already using one form of the inversion to deal with heavy loads. It can lift them. with ease and since there are no wheels, and therefore no friction , they can be put into motion with the touch of a finger.
The new invention, however , is having a great effect on transport, Not only does it make expensive road systems unnecessary, but it enables vehicles to travel well over land or water. This unique to reach most destinations has given rise to the prediction that wheeled vehicles may be uncommon at the end the century as aeroplanes were at the beginning.
1. The first paragraph tells us that______.
A. the wheel was man’s earliest invention.
B. the wheel’s usefulness has yet to be proved.
C. wide wheels have a variety of important uses.
D. a new invention may make wheels less important.
2. The phrase “with the touch of a finger” in the third paragraph means______.
A. without difficulty B. by electricity .
C. without frictionD. by hand.
3. The passage tells us that the new invention __________.
A. is more important for industry than for transport.
B. will one day be used instead of aeroplanes.
C. makes it possible to travel without using roads.
D. will replace wheeled vehicles using roads.
4. According to the passage, the new invention _______.
A. will soon get a name B. can go almost anywhere
C. is lighter than air D. was uncommon a century ago
III. PART THREE READING COMPREHENSION (24 points)
Directions: Read the following three passages. Each passage is followed by several questions or unfinished statements. For each of them there are 4 choices marked A,B,C and D. Choose the one that fits best according to the information given in the passage.
Some time ago, I discovered that one of my chairs had a broken leg. I didn’t think there would be any difficulty in getting it mended, as there are a whole lot of antique (古董) shops near my home. So I left home one morning carrying the chair with me. I went into the first shop expecting a friendly reception (接待). I was quite wrong. Then man wouldn’t even look at my chair.
The second shop, though slightly more polite, was just the same , and the third and, the fourth-so I decided that my approach must be wrong.
I went into the fifth shop with a plan in my mind. I placed the chair on the floor and said to the shopkeeper, “ Would you like to buy a chair?” He looked it over carefully and said, “Yes, not a bad chair. How much do you want for it, sir?” “Twenty pounds,” I said. “OK,” he said, “I’ll give you twenty pounds. ” “It’s got a slightly broken leg,”I said. “Yes I saw that, it’s nothing.”
Everything was going according to plan and I was getting excited. “What will you do with it?” I asked. “Oh, it will be easy to sell once the repair is done.” “I’ll buy it,” I said. “What do you mean? You’ve just sold it to me,” he said. “Yes, I know but I’ve changed my mind. I’m sorry, I’ll give you twenty-seven pounds for it.” “You must be crazy ,” he said Then , suddenly the penny dropped. “ I know what you want. You want me to repair your chair.” “ You’re right,” I said. “ And what would you have done if I had walked in and said, ‘Would you mend this chair for me’?” “I wouldn’t have agreed to do it,” he said. “We don’t’ do repairs, not enough money in it and too much trouble. But I’ll mend this for you, shall we say for a fiver?” He was a very nice man and was greatly amused (感到有趣) by the whole thing.
1. We can learn from the text that in the first shop the writer_________.
A. was rather impolite B. was warmly received
C. asked the shopkeeper to buy his chair D. asked the shopkeeper to repair his chair
2. The expression “the penny dropped” in the last paragraph means the shopkeeper_________.
A. changed his mind B. accepted the offer
C. saw the writer’s purpose D. decided to help the writer
3. How much did the writer pay?
A. £5. B. £7. C. £20. D. £27.
4. From the text, we can learn that the writer was_________.
A. honest B. careful C. smart D. funny
第二节摘录信息(共5小题;每小题2分,满分10分)
阅读下面短文,根据所读内容在文后第53至第57小题的空格里填上适当的单词或短语,并将答案转写到答题卡上。
注意:每空不超过3个单词。
Some beach creatures are wonderful -- like dolphins, but others are dangerous. Here are some examples of harmful beach creatures.
Puffer Fish
Puffer Fish, found in all Japanese seas, have very interesting features. They are very easy to catch but must not be eaten because their flesh and organs contain a poison. Anyone who does eat the flesh can become sick very quickly. They may even stop breathing.
The Blue Bottle
The Blue Bottle is found in most Caribbean waters. Blue Bottles float lightly on the surface of the water but their tentacles (触须) can be as long as 10 metres. Blue Bottles are much less dangerous than some other jellyfish but they can give a swimmer a bad sting (刺) if the swimmer accidentally touches them.
Stingrays
There are many different kinds of stingrays in Mauritius waters. They usually swim and feed on the bottom of the sea. Accidents can happen if people stand on them or try to pick them up. Stingrays have a sting on their tail. These stings have poison on them. If someone is stung the wound can easily become infected.
Title : 53
Wildlife |
Where creatures live |
56 |
What effects on men |
Puffer Fish |
55 |
● easy to catch ● unfit to eat |
● become sick ● stop breathing |
54 |
most Caribbean waters |
●their tentacles being as long as 10 metres ● less dangerous |
give a sting |
Stingrays |
Mauritius waters |
having a poisonous sting on their tail |
easily 57 by the sting |