请认真阅读下列短文,并根据所读内容在文章后表格中的空格里填入一个最恰当的单词。
注意：每个空格只填一个单词。
Commercial advertisement was once thought of as a technique of the marketers to inform the potential buyers about the availability of certain products. It was seen more as a medium to inform the buyers rather than persuade them to buy. The present day marketers see advertisement as a medium to damage the image of their competitors and their products. This indeed, is an undesirable and an immoral practice. Instead of speaking about their own products, these marketers speak about the drawbacks (often without any basics) of the competing products.
People watching TV advertisements would notice that there has always been an advertisement war between the marketers of different consumer goods. A few such cases are given below.
1. Parachute Coconut Oil vs. V.V.D. Gold
Some time back, the producer of V.V.D Gold Coconut Oil claimed in their TV advertisement that only their products was superior and the one sold in blue colour bottles (the reference was to Parachute coconut oil) was suitable only for un-natural hair.
2. Tata Salt vs. Captain Cook
Tata salt was first iodised (碘处理) salt marketed by an Indian Company. It has been enjoying a good and steady market. Captain Cook, another producer of iodised salt, who entered the market later, had to adopt some strategy to get control of the market. The TV advertisement of Captain Cook stressed on ‘Free flow’ of their salt when transferred to a container. The producer of Tata Salt retaliated (报复) by saying that the claim of Captain Cook was a trick and those who were quality conscious should deal with it with caution.
3. Pepsi vs. Coco Cola
Coca Cola was selected as the official soft drink for the Wills World Cricket 1996. When the cricket series was on, the marketers of Pepsi constantly advertised on TV. Their advertisement gave the idea that the cricketers preferred only Pepsi and as a matter of fact there was nothing official about it.
4. Horlicks vs. Complan
Sometime back, the TV advertisement of Complan, a health drink directly attacked Horlicks, which has been in the market for several decades. The claim of Complan was that their brand (which according to them was Brand C) has a higher percentage of ingredients (材料) compared to Brand H (reference was nothing but to Horlicks).
The above examples clearly show how the technique of advertisement is misused by some marketers to ruin the image of their competitors. This, certainly, is not a healthy trend.
Any marketer should only speak about his products and not about his competitors’ products. The awareness of consumers has certainly increased over the years and they are no longer easily taken in. There are many consumer products like salt, oil shaving blades etc. But one thing for sure is that offering the same product in a different container will not make the product different.
Mass media like Radio, Television and newspaper should not allow advertisements that tell lies. Legal regulations, in this regard, should also be made stricter.
Comparison of the past and the present of advertisements | ||
In the past | At present | |
A technique mainly used for offering 1. | A trick used as a means of unfair 2. | |
The 3. of advertisement | ||
4. | Products | Wrong practices |
V.V.D. Gold | When V.V.D Gold attacked the one sold in blue bottles, it 5.to Parachute Coconut oil. | |
Captain Cook | Captain Cook stressed on their “free flow” when their product was 6.to a container. | |
Tata Salt | Tata salt retaliated by warning consumers to be 7.about the quality. | |
Pepsi | Too much advertisement on TV seemed to say that the cricketers had a 8.for Pepsi. | |
Complan | Brand C claimed that their product was much richer in ingredients in9.with Brand H. | |
Solutions | 10.products. are not allowed to be mentioned in the advertisement. Stricter laws should be made to protect every producers’ and consumers’ benefits. | |
阅读下面短文，从每题所给的A、B、C、D四个选项中，选出最佳选项.
John Blanchard stood up from the bench, straightened his Army uniform, and studied the crowd of people making their way through Grand Central Station. He looked for the girl whose heart he knew, but whose face he didn’t, the girl with the rose.
His interest in her had begun thirteen months before in a Florida library. Taking a book off the shelf he found himself intrigued, not with the words of the book, but with the notes penciled in the margin. The soft handwriting reflected a thoughtful soul and insightful mind. In the front of the book, he discovered the previous owner’s name, Miss Hollis Maynell. With time and effort he located her address. She lived in New York City. He wrote her a letter introducing himself and inviting her to correspond. The next day he was shipped overseas for service in World War II.
During the next year and one month the two grew to know each other through the mail. Each letter was a seed falling on a fertile heart. A romance was budding. Blanchard requested a photograph, but she refused. She felt that if he really cared, it wouldn’t matter what she looked like.
When the day finally came for him to return from Europe, they scheduled their first meeting -- 7:00 PM at the Grand Central Station in New York. “You’ll recognize me,” she wrote, “by the red rose I’ll be wearing on my lapel.” So at 7:00 he was in the station looking for a girl whose heart he loved, but whose face he’d never seen.
I’ll let Mr. Blanchard tell you what happened: A young woman was coming toward me, her figure long and slim. Her blonde hair lay back in curls from her delicate ears; her eyes were blue as flowers. Her lips and chin had a gentle firmness, and in her pale green suit she was like springtime come alive. I started toward her, entirely forgetting to notice that she was not wearing a rose. As I moved, a small, attractive smile curved her lips. “Going my way, sailor?” she murmured.
Almost uncontrollably I made one step closer to her, and then I saw Hollis Maynell. She was standing almost directly behind the girl. A woman well past 40, she had graying hair tucked under a worn hat. She was more than plump, her thick-ankled feet thrust into low-heeled shoes. The girl in the green suit was walking quickly away. I felt as though I was split in two, so keen was my desire to follow her, and yet so deep was my longing for the woman whose spirit had truly companioned me and upheld my own.
And there she stood. Her pale, plump face was gentle and sensible, her gray eyes had a warm and kindly twinkle. I did not hesitate. My fingers gripped the small worn blue leather copy of the book that was to identify me to her.
This would not be love, but it would be something precious, something perhaps even better than love, a friendship for which I had been and must ever be grateful. I squared my shoulders and saluted and held out the book to the woman, even though while I spoke I felt choked by the bitterness of my disappointment. “I'm Lieutenant（中尉）John Blanchard, and you must be Miss Maynell. I am so glad you could meet me; may I take you to dinner?”
The woman's face broadened into a tolerant smile. “I don't know what this is about, son,” she answered, “but the young lady in the green suit who just went by, she begged me to wear this rose on my coat. And she said if you were to ask me out to dinner, I should go and tell you that she is waiting for you in the big restaurant across the street. She said it was some kind of test!”
It's not difficult to understand and admire Miss Maynell's wisdom. The true nature of a heart is seen in its response to the unattractive. “Tell me whom you love,” Houssaye wrote, “And I will tell you who you are.”
1.How did John Blanchard get to know Miss Hollis Maynell?
A. They lived in the same city.
B. They were both interested in literature.
C. John knew Hollis's name from a library book.
D. John came across Hollis in a Florida library.
2.Hollis refused to send Blanchard a photo because _____.
A. she thought true love is beyond appearance
B. she wasn't confident about her appearance
C. she was only a middle-aged woman
D. she had never taken any photo before they knew
3.When Blanchard went over to greet the woman, he was _____.
A. disappointed but well-behaved
B. satisfied and confident
C. annoyed and bad-mannered
D. embarrassed but concerned
4.Which of the following can be the best title for the passage?
A. Changeable Women B. The Symbol of Rose
C. A Blind Love D. A Test of Love
阅读下面短文，从每题所给的A、B、C、D四个选项中，选出最佳选项.
We have seen that humor and laughter positively influence our body in many ways, but little research has been done on whether a better sense of humor actually helps keep you from getting sick. However, since people with a better sense of humor have higher IgA levels, and since research has shown that those with higher levels of salivary(唾液的) IgA are less likely to get colds or be infected with Streptococcus, humor should reduce the frequency of colds.
The only study to directly examine this question found that the impact of one’s sense of humor upon colds depends on the kind of sense of humor you have. It was only individuals whose sense of humor took the form of seeking out and appreciating humor who had fewer and less severe colds/flu than their low humor counterparts. Surprisingly, those whose sense of humor took the form of initiating humor more often did not have fewer or less severe colds/flu. The researchers argued that being a person who likes to tell jokes or otherwise initiate humor takes them into more frequent contact with other people, which serves to expose them to infectious agents more often, robbing them of the advantage that a more active sense of humor otherwise offers. Obviously, more research is required to clear up this confusing picture.
The importance of active use of one’s sense of humor in producing humor’s health benefits was confirmed in another study in an unusual way. It found that among a group of mothers with newborn infants, those who actively used humor to cope with the stress in their lives had fewer upper respiratory infections and their infants also had fewer infections. This seemed to be because these mothers had higher levels of immunoglobulin A (免疫球蛋白A) in their breast milk.
Among adults, if we look at bodily symptoms alone, independent of any diagnosed illness, there is some evidence that individuals who have more negative reactions to humor report more bodily symptoms and complaints. Students complaining of cardiovascular(心脏血管的) symptoms and gastroenterological (肠胃病的) symptoms also have been shown to have this more negative reaction to humor.
1.What does the passage mainly talk about?
A. People with a good sense of humor get sick less often.
B. Humor can reduce the frequency of colds / flu.
C. Any form of humor can prevent people from getting sick.
D. Humor can treat illness.
2.According to the passage, IgA is _______.
A. a medicine B. enzyme
C. factor D. measure
3.Why do newborn infants whose mothers use humor to deal with stress have fewer infections?
A. Because they don't often get upper respiratory infections.
B. Because they are stronger since they were born.
C. Possibly because of the higher levels of immunoglobulin A in their breast milk.
D. Because their mothers take better care of them.
4.Students with some bad bodily symptoms show ___________ towards humor.
A. a positive attitude B. a negative attitude
C. a neutral attitude D. an unclear attitude
阅读下面短文，从每题所给的A、B、C、D四个选项中，选出最佳选项.
Coffee has a history dating back to at least the 9th century and has been a catalyst for social interaction across cultures and eras. Originally discovered in Ethiopia, coffee beans were brought into the Middle East by Arab traders, spreading to Egypt, Yemen, Persia, Turkey, and North Africa by the 15th century. Muslim merchants eventually brought the beans to the thriving port city of Venice, where they sold them to wealthy Italian buyers. Soon, the Dutch began importing and growing coffee in places like Java and Ceylon (largely through slave labor), and the British East India Trading Company was popularizing the beverage in England. Coffee spread across Europe and even reached America.
Where there has been coffee, there has been the coffeehouse. From the 15th century Middle Eastern establishments where men gathered to listen to music, play chess, and hear recitations from works of literature, to Paris' Cafe le Procope where luminaries of the French Enlightenment such as Voltaire, Rousseau, and Diderot came to enjoy a hot cup of joe, coffeehouses have traditionally served as centers of social interaction, places where people can come to relax, chat, and exchange ideas.
The modern coffee shop is modeled on the espresso and pastry-centered Italian coffeehouses that arose with the establishment of Italian-American immigrant communities in major US cities. New York coffee shops were often frequented by the Beats in the 1950's. It wasn't long before Seattle and other parts of the Pacific Northwest were developing coffee shops as part of a thriving counterculture scene. The Seattle-based Starbucks took this model and brought it into mainstream culture.
Although coffeehouses today continue to serve their traditional purpose as lively social hubs in many communities, they have noticeably adapted to the times. Rediscovering their purpose as centers of information exchange and communication, many coffee shops now provide their customers with internet access and newspapers. It has become extremely common to see someone sitting at a Starbucks listening to music or surfing the web on his or her laptop.
Today, big business retail coffee shops are expanding quickly all over the world. Starbucks alone has stores in over 40 countries and plans to add more. Despite its popularity, Starbucks has been criticized and labeled by many as a blood-sucking corporate machine, driving smaller coffee shops out of business through unfair practices. This has even spawned an anti-corporate coffee counterculture, with those subscribing to this culture boycotting big business coffee chains. Increasingly popular coffee stores such as The Coffee Bean and Tea Leaf are also giving Starbucks some stiff competition. In any case, it seems pretty clear that coffee has weaved itself into the fabric of our consumer-oriented culture.
1. Which of the following is the correct order of coffee spreading in history?
①Egypt ②America ③the Middle East
④Netherlands ⑤Venice
A. ①③④②⑤ B. ③①⑤④②
C. ①⑤④③② D. ③②⑤④①
2.We can infer from the passage ________.
A. Starbucks has beaten all the competitors
B. there are no changes in the development of coffee culture
C. the taste of coffee has changed a lot
D. Starbucks has some effect on the development of coffee culture
3.The famous coffeehouse “Starbucks” originally come from _______.
A. Seattle B. Ethiopia
C. Java D. France
4. Nowadays, if you come to a coffeehouse, you can _______.
A. play chess with other customers
B. enjoy delicious dishes from South America
C. surf the internet
D. watch a TV play
阅读下面短文，从每题所给的A、B、C、D四个选项中，选出最佳选项.
Name: Container Gardens by Number
Cover price: $l5.95
Our price: $9.49
A unique book contains 50 easy-to-follow container designs. Each design provides a simple numbered planting plan that shows exactly how to create each display, with an instruction of the finished planter and in-depth plant information. The plans are easy to follow and for any type of living space or garden.
Name: Off the Beaten Path
Cover price: $30.00
Our price: $l9.80
The best-selling Reader’s Digest travel book has 40% new content including over 200 new sites, over 200 new full-color photographs, and all-new, up-to-date maps. It spotlights over l, 000 of the United States’ most overlooked must-see destinations.
Name: l80l Home Remedies (疗法)
Cover price: $40.00
Our price: $29.96
Plenty of health complaints can be handled at home. Each and every remedy will be tested by a doctor to make sure it is safe and sound.
Dozens of conditions are covered, from headaches, sunburn, bad breath, and blisters(水泡) to allergies(过敏), and hiccups(打嗝).
Name: Best Weekend Projects
Cover price: $l7.95
Our price: $l3.96
Choose from 80 unique ideas to create an extraordinary living space. The projects are practical, as well as attractive, and will improve your home and yard and can be made in a weekend. These 80 well-designed projects are presented in a clear, easy-to-follow style that addresses readers in an accessible, user-friendly tone.
1. How much money can you save if you want to buy a medical book?
A. $6.46. B. $l0.20.
C. $l3.96. D. $l0.04.
2.You can most probably read the passage in a ___________.
A. news story B. travel guide
C. newspaper D. telephone book
3.The author writes the passage in order to ___________.
A. persuade readers to buy the books
B. encourage readers to read more about medicine
C. introduce medicine books to readers
D. develop people’s reading habit
阅读下面短文，掌握其大意，从每题所给的A、B、C、D四个选项中，选出最佳选项。
Would you agree with the statement that a wish is born from an idea, a simple idea imagined in the mind? Back in the 19th century two men had an idea which became their great_____. The efforts they had made were rewarded with their success that _____ world travel.
In 1903, the Wright Brothers (Wilbur and Orville) achieved their dream. They flew the world’s first power-driven, heavier-than-air machine by which they made free, controlled and sustained _____. Kitty Hawk, North Carolina _____ this important and memorable moment.
The dream started with an idea that was planted in their minds by a _____ given to them by their father. In the words of the boys, “Our father came into the house one evening with some object in his hands, and _____ we could see what it was, he threw it into the air. Instead of falling to the floor, the toy flew across the room _____ it hit the ceiling, where it finally sank to the _____.” This simple toy attracted the Wright Brothers and started their lifelong _____ in human flight.
The Wright Brothers _____ learning new things. _____ they opened their own printing office and then in 1893 they opened a company where they repaired bicycles. But Wilbur had his mind set on something more_____. He decided to pursue _____.
The brothers spent many hours researching, _____ their machines and making improvements. What started out as a_____soon became a career. With determination and_____ they realized their dream in 1903.
The next time you hear or see an airplane or travel on one, _____where it all started. A simple idea was developed in the minds of the two young men who didn’t have a university degree. They were not scientists in the_____sense of the world.
What idea are you working on? Have you limited yourself by saying you are not a scientist or not_____enough? Whatever the mind can think and believe, it can be _____.
1.A. time B. pressure C. dream D. fortune
2.A. combined B. replaced C. explored D. changed
3.A. flight B. ride C. contribution D. achievement
4.A. wanted B. witnessed C. proved D. needed
5.A. bicycle B. airplane C. document D. toy
6.A. when B. before C. after D. while
7.A. until B. since C. if D. but
8.A. desk B. floor C. street D. road
9.A. discovery B. trip C. interest D. devotion
10.A. considered B. enjoyed C. admitted D. imagined
11.A. Firstly B. Finally C. Usually D. Actually
12.A. average B. powerful C. exciting D. fortunate
13.A. dancing B. singing C. flying D. writing
14.A. testing B. watching C. designing D. examining
15.A. hobby B. gift C. trouble D. trick
16.A. distinction B. explanation C. expression D. patience
17.A. forget B. ask C. remember D. expect
18.A. hopeful B. true C. wealthy D. energetic
19.A. funny B. polite C. outgoing D. clever
20.A. defeated B. recognized C. achieved D. organized
