Making an advertisement for television often costs more than a movie. For example, a two-hour movie costs $6 million to make. A TV commercial can cost more than $ 600 a second. 54 Which is more valuable, the program or the ad? In terms of money---and making money is what television is all about—the commercial is by far the most important.
Research, market testing, talent, and money—all come together to make us want to buy a product. 55 The sales of charm went up once the ads began. TV commercials actually buy their way into our head. 56
And the ads work because so much time and attention are given to them. 57 If you want to get a lower-middle-class buyer, make sure the announcer has a tough, manly voice. Put some people in the ad who work with their hands. If you want to sell the products to an upper-class audience, make sure that the house, the furniture, and the hairstyles are the types that the group agree with . if you want the buyer to feel superior to the character selling the product, then make that person so stupid or silly that everyone will feel great about himself or herself.
We laugh at commercials. We don’t think we pay much attention to them. 58 The making of a TV commercial that costs so much money is not a kid stuff. It’s a big,big business. And it’s telling us what to think, what we need, and what to buy. To put it simple, the TV commercial is a form of brainwashing.
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A．No matter how bad we think a commercial is, it works. |
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B．And this does not include the cost of paying for air time. |
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C．We, in return, buy the product. |
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D．The purpose of all the efforts made in producing TV commercials is to show how valuable the product is. |
E. Here are some rules of commercial ad making.
F. TV commercials are a good guide to buyers.
G. But evidence shows we are kidding ourselves.
Writing being largely a self-taught occupation, texts on how to get about it -though great in number- seldom are of much use. .www.7caiedu.cn
You try, and fail. Then try again. Until at last, if you have some gift for it, the failures become less frequent, or at any rate less apparantly.
It is this ability to cover up one’s defects that is finally regarded as accomplishment or achievement.
Along the way there are the discouragements of unkind criticism, outright rejection, troublesome insecurity and irregular inability to meet debts.
It is uncommon, therefore, to come across a book containing advice of much practical value for anyone toying（漫不经心地考虑） with the dangerous idea of staring on a writing life.
A friend recently lent me such a book, however - one I wish I’d had the luck to read years ago, and which I would recommend to any young person devoted to making a career of words. It is the autobiography （自传） of the English novelist Anthony Trollope, first published in 1883, the year after his death.
Needing some means to support himself, Trollope at age 19 worked as a junior clerk in the British postal service. He was at his desk at 5:30 each morning to write for three hours. And he remained in the mail service 33 years, long after reputation and prosperity had come to him.
Now, what of his advice in his works?
1. For safety’s sake, arm yourself with some other skills, some other line of work to fall back on（求助）。 That way, failure at writing, though the disappointment may appear, will not mean ruin.
2. Do not depend too much on inspiration. Writing is a craft, which Trollope compared to the craft of shoemaking. The shoemaker who has just turned out one pair of his work sets to work immediately on the next pair.
3. Have a story to tell, but, more important than that, people with characters who will speak and move as living creatures in the reader’s mind. Without memorable characters, story alone is nothing.
4. Meet your deadlines. Life is endlessly “painful and troublesome” for writers who can’t finish their work on time.
5. Do not be carried away by praise. And, above all, do not be injured by criticism.
6. Understand the risks of writing for a living. “The career, when successful, is pleasant enough certainly; but when unsuccessful, it is of all careers the most painful.”
1.This passage mainly discusses__________.
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A．the difficulties and risks of making a career of words |
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B．the uselessness of instructions contained in writing guidebooks |
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C．the autobiography of the 19th century English novelist Anthony Trollope |
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D．sound advice provided in Anthony. Trollope’s autobiography |
2. From the context we can figure out that the underlined word “defect” in Paragraph 3 means__.
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A．advantage |
B．fault |
C．truth |
D．disadvantage |
3.According to the author, writing _______.
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A．is basically a self-taught occupation and no instructions on how to deal with it are of any practical use |
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B．is a “trial and error” process and it does not count whether you have the gift for writing or not |
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C．for a living is the most pleasant of all careers, full of praise and enjoyment |
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D．sometimes provides good hopes of winning public praise and escaping povert |
4.From the passage we may infer that the author is most probably
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A．an instructor of writing |
B．a writer |
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C．an educator |
D．a publisher |
Forgiving someone who has hurt you or let you down is never an easy thing. Several new studies, however, say that it could have a lot of health benefits. When you think of forgiveness, you probably don’t think of it as being a health or medical problem. Studies from Stanford University, on the other hand, show that something like anger can change your well-being.
When cartoon book characters like the incredible（难以置信） Hulk get angry, they change colours and often gain special power. In the real world, anger is less obvious and may be more dangerous. That’s why Professor Fred Luskin, founder of the Stanford Forgiveness Project and author of Forgive for Good, says holding on to anger and hatred can harm your physical and mental health. Two new studies seem to show the same idea.
The studies find that people who are able to forgive feel less stress, less back pain, and less depression（沮丧）。 They also have fewer headaches, lower blood pressure, and fewer problems on sleeping.
So it doesn’t matter if your anger is caused by the traffic or other things. Learning to let it go is important. Techniques such as deep breath or thought can help. Or just ask yourself if it’s worth hurting yourself by staying angry with someone else.
Forgiveness does not mean that you simply accept what happened and say it’s OK. Instead, it’s a way of making peace with yourself about what happened in the past. .www.7caiedu.cn
1. The author of the passage tries to make his viewpoint clear ______.
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A．by raising his own examples. |
B．based on his own experience. |
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C．by mentioning some studies. |
D．by mentioning some typical patients. |
2. The example of the cartoon book characters is taken in the passage to____.
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A．support the viewpoint that anger and hatred harm physical and mental health. |
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B．introduce a famous expert. |
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C．let the reader know the different colours of cartoon faces. |
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D．show how to control one’s temper. |
3.The underlined phrase “holding on to” in this passage possibly means“__”。
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A．removing. |
B．keeping up. |
C．getting rid of. |
D．learning about. |
4.The best title for this passage is probably _______.
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A．Forgiveness. |
B．Forgiveness Is Good for Health. |
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C．A Secret to Keeping Health. |
D．Anger Is Bad for Health. |
A young man was getting ready to gradually from college, for many months he bad 26 a beautiful sports car in a dealer’s showroom, and 27 his father could well 28 it, he told him that was all he wanted.
On the morning of his graduation day his father called him into his own study and told him how 29 he was to have such a fine son. He handed his son a beautiful gift box. 30 but slightly disappointed, the young man 31 the box and found a lovely book. 32, he raised his voice at his father and said. “33 all your money you give me a book?” And rushed out of the house 34 the book in the study
He did not contact（联系）his father for a whole year 35 one day he saw in the strict an old man who looked like his father. He 36 he had to go back home and see his father.
When he arrived at his father’s house, he was told that his father had been in hospital for a week. The moment he was about to 37 the hospital. he saw on the desk the 38 new book ,just as he had left it one 39 ago. he opened it and began to 40 the pages. suddenly, a car key 41 from an envelope taped behind the book ,it bad a lag（标签）with dealer’s name, the 42 dealer who had the sports car he bad 43 on the tag was the 44 of his graduation. and the 45 PAID IN FULL
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The wreckage of something like a jet plain discovered in the heart of the desert is believed ______ a UFO and _______down for reasons still mysterious.
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A．to be; have fallen |
B．to have been; to have fallen |
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C．to be; to fall |
D．having been; having fallen |
The goods on this counter ____ at a discount of 25%, like the typewriters, television receivers, dustbins, etc.
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A．sell |
B．sells |
C．is sold |
D．are sold |
