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 $ 6 000 a second．And that does not include cost of paying for air time(电视节目开始的时间)．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 more important．
Research, market testing, talent, time and money-----all come together to make us want to buy a product．No matter how bad we think a commercial is, it works．The sales of Charm went up once the ads began．TV commercials actually buy their way into our head．We, in turn, buy the product．
And the ads work because so much time an attention are given them．Here are some rules of commercial ad making．If you want to get the low 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 to upper-class audience, make sure th
at the house, the furniture, and the hair style are the types that the group identifies (识别) with．If you want the buyer 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 that much attention them．But facts show we are kidding ourselves．The making of a commercial that costs so much money is not kid stuff．It's big, big business．And it's telling us what to think, what we need, and what to buy．To put it simply, the TV commercial is a form of brainwashing．
45. TV commercials are more important than other programs to television because _______．
A．they bring in great profits B．they require a lot of money to make
C．they are not difficult to produce D．they attract more viewers than other programs
46. The purpose of all the efforts made in turning out TV commercials is ________．
A．to persuade people to buy the product B．to show how valuable the product is
C．to test the market value of the product D．to make them as interesting as TV movies
47. From the rules set for making commercial ads, we can see that_________．
A．the lower-middle-class buyer likes to work with his hand
B．the more stupid the characters, the more buyers of the product
C．ad designers attract dif
ferent people with different skills
D. an upper-class buyer is more interested in houses and furniture than a lower-middle-class buyer
48. It is believed by the writer that_________．
A．few people like to watch TV commercials B．TV commercials are a good guide to buyers
C．TV commercials often make people laugh D．people do not think highly of TV commercials
When you’re an employee of a company, no matter the size, it’s common to see co-workers promoted, or transferred to a different department. But there is another way to move around—by creating a new position for yourself. I did this several years ago, though I wasn’t actively looking for a different job.
In 2007, I was hired at the Transamerica Life Insurance Company, as a customer service representative in the distributions services department. I processed requests for distributions from our annuity(养老金)policy holders around the country. Someone might have forgotten to sign a form, for example, or might have omitted security information. To solve the problem, I’d mail the person a letter.
The company had been through several combinations, so in our department alone we had a collection of about 140 templates(模板) for letters related to distributions. The longer I worked with the letters, the more I saw how they could be improved. Some had overlapping information and could be combined. Some had incorrect grammar or needed updating. I also noticed that industry terminology(专业术语) wasn’t standard across all the versions.
When I told my department supervisor about this in 2008, she agreed that the letters needed revamping. She said I should stop what I’d been doing and start the new work. In a relatively short time, I was able to make numerous improvements and reduce the number of letters to 70. It was an informal job change until a managers’ meeting several months later.
At that meeting, a vice president who was unaware of my new work mentioned that the division’s entire stock of 1,700 letters should be reviewed. My manager told her that she knew the perfect person for the job—me. The position was still considered temporary when I took on the extra tasks, but I was able to show that the work had value, and I was officially promoted and given a raise in November 2009.According to Paragraph 1, which of the following statements is true?
| A．The author admired those who got a promotion in his company. |
| B．It is no surprise to see people around us change their positions. |
| C．The author tried his best to get a promotion in his company |
| D．The author was eager to seek another job. |
Which of the following problems with the letters is NOT mentioned in the passage?
| A．Some information was overlooked. |
| B．Some information needed to be united. |
| C．Some had grammatical mistakes. |
| D．Industry terminology didn’t meet the standard. |
The underlined word “revamping” in Paragraph 4 is closest in meaning to .
| A．repeating | B．rebuilding | C．improving | D．strengthening |
The author started to review the letters when .
| A．he was hired by the company |
| B．he was promoted |
| C．he was recommended at a managers’ meeting |
| D．his department supervisor agreed his idea |
Which of the following is the best title for the passage?
| A．Where there is will, there is a way. |
| B．Creating a position, and earning a promotion. |
| C．Don’t let the chance go, when it comes. |
| D．Ways to get a promotion. |
Millions of Americans return from long-distance trips by air, but their luggage doesn’t always come home with them. Airline identification tags（标签） can come loose, and the bags go who-knows-where. And passengers leave all kinds of things on planes.
The airlines collect the items and, for 90 days, attempt to find their owners. They don’t keep them, since they’re not in the warehouse business. And by law, they cannot sell the bags, because the airlines might be tempted to deliberately misplace luggage.
So once insurance companies have paid for lost bags and their contents, and they no longer belong to passengers, a unique store in the little town of Scottsboro, Alabama, buys them. The “Unclaimed Baggage Center,” is so popular that the building, which is set up like a department store, is the number-one tourist attraction in all of Alabama. More than one million visitors stop in each year and take one of the store’s shopping carts on a hunt for treasures.
Each day, clerks bring out 7,000 new items, and veteran（老练的）shoppers rush to paw over them. You can find everything from precious jewels to hockey sticks, best-selling novels, leather jackets, tape recorders, surfboards, even half -used tubes of toothpaste.
The store’s own laundry washes or cleans all the clothes found in luggage, then sells them. The Unclaimed Baggage Center has found guns, illegal drugs and even a live rattlesnake.
The store has a little museum where some of its most unusual acquisitions（获得物） have been preserved. They include highland bagpipes, a burial mask from an Egyptian pharaoh's tomb, and a medieval suit of armor.
Statistics indicate that less than one-half of one percent of luggage checked on U.S. carriers is permanently lost and available to the store.Paragraph1 shows that many passengers lose their luggage because______.
| A．they are forgetful |
| B．the owners of some luggage can’t be identified |
| C．they are in a hurry |
| D．there is no lost and foundoffice in many airports |
The reason why the airlines cannot sell the bags is that ______.
| A．they have to find the owners |
| B．they have to keep the bags as long as possible |
| C．some bags are expensive |
| D．they are likely to make a profit on the bags on purpose |
The Unclaimed Baggage Center is very popular because______.
| A．visitors may purchase something undervalued. |
| B．all thethings there are very cheap. |
| C．there's a large variety of goods. |
| D．visitors will enjoy some amusing activities there. |
What can we infer from the passage?
| A．A little museum will keep all the precious unclaimed baggage. |
| B．The things in the Unclaimed Baggage Center are articles for daily use. |
| C．The percentage of passengers who lose their baggage for ever is small. |
| D．People are not allowed to buy the illegal things in the store. |
What is the main purpose of the passage?
| A．To introduce an attractive place to tourists. |
| B．To remind passengers of taking care of their baggage. |
| C．To advise the airlines to find the owners of the unclaimed baggage. |
| D．To introduce how the unclaimed baggage in the airports is handled in America. |
Sunny countries are often poor. A shame, then, that solar power is still quite expensive. Eight19, a British company by Cambridge University, has, however, invented a novel way to get round this. In return for a deposit of around $10 it is supplying poor Kenyan families with a solar cell able to generate 2.5 watts of electricity, a battery that can deliver a three amp（安培） current to store this electricity, and a lamp whose bulb is a light-emitting diode（二极管）. The firm thinks that this system, once the battery is fully charged, is enough to light two small rooms and to power a mobile-phone charger for seven hours. Then, next day, it can be put outside and charged back up again.
The trick is that, to be able to use the electricity, the system's keeper must buy a scratch card—for as little as a dollar—on which is printed a reference number. The keeper sends this reference, plus the serial number of the household solar unit, by SMS to Eight19. The company's server will respond automatically with an access code to the unit.
Users may consider that they are paying an hourly rate for their electricity. In fact, they are paying off the cost of the unit. After buying around $80 worth of scratch cards—which Eight19 expects would take the average family around 18 months—the user will own it. He will then have the option of continuing to use it for nothing, or of trading it in for a bigger one, perhaps driven by a 10-watt solar cell.
In that case, he would go then through the same process again, paying off the additional cost of the upgraded kit at a slightly higher rate. Users would therefore increase their electricity supply steadily and affordably.
According to Eight19's figures, this looks like a good deal for customers. The firm believes the average energy-starved Kenyan spends around $10 a month on oil—enough to fuel a couple of smoky lamps—plus $2 on charging his mobile phone in the market-place. Regular users of one of Eight19's basic solar units will spend around half that, before owning it completely. Meanwhile, as the cost of solar technology falls, it should get even cheaper. The underlined word “get round” in the first paragraph can be replaced by _______ .
| A．make use of | B．come up with | C．look into | D．deal with |
What should the user do when the electricity in the battery is used up?
| A．Buy a scratch card. | B．Recharge it outside. |
| C．Buy another solar cell. | D．Return it to the company. |
How much would users pay for the cell and scratch cards before they own a 2.5-watt solar cell?
| A．Around $10. | B．Around $80. | C．Around $90. | D．Around $180. |
It can be inferred from the last paragraph that ____________.
| A．Kenyan families would find it difficult to afford the solar cell |
| B．using the solar cell would help Kenyan families save money |
| C．few Kenyan families use mobile phones for lack of electricity |
| D．the company will make a great profit from selling solar cells |
What might be the most suitable title for the passage?
| A．Solar Energy: Starting from Scratch. |
| B．Eight19: a creative British Company. |
| C．Kenyan Families: Using Solar Energy for Free. |
| D．Poor Countries: Beginning to Use Solar Energy. |
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The 2012 Nobel Prize for Literature was awarded to Mo Yan for his writing that mixes folk tales, history and the modern events with hallucinatory realism（魔幻现实主义）, the Swedish Academy announced.
The 57-year-old is the first Chinese resident to win the prize. Only one other Chinese-language writer has won the Nobel Prize for Literature. Gao Zingjian was honored in 2000. However, he is a French citizen.
Mr Mo said he was “overjoyed and scared” when he learned he had won the award. He will receive his Nobel diploma, a medal and more than one million dollars at a ceremony in Stockholm in December.
China is celebrating the victory of this native son. Minutes after the award was announced, millions of Chinese expressed pleasure and pride for Mo Yan on social media websites. Senior CPC leader Li Changchun has congratulated Mo Yan on winning the 2012 Nobel Literature Prize. Li says in a letter to the China Writers Association that Mo’s winning of the prize reflects the prosperity and progress of the Chinese literature.
His real name is Guan Moye. Mo Yan means “Don’t Speak.” The writer said he chose the name to remember to stop his tongue from getting him in trouble. Mo Yan’s novel Red Sorghum first became a cable hit on the big screen both at home and abroad in 1987. The film was directed by Zhang Yimou and marked the acting start of Gong Li.
As a productive author, Mo has published dozens of short stories, with his first work published in 1981. Mo Yan’s other major works include Big Breasts and Wide Hips, Republic of Wine and Life and Death Are Wearing Me Out.What is the main characteristic of his works? (No more than 13 words)
_________________________________________________________________________How did Mo Yan feel when he was informed of the winning news? (No more than 5 words)
_________________________________________________________________________Why did he name himself Mo Yan? (No more than 9 words)
_________________________________________________________________________Please explain the underlined phrase “became a cable hit” in English. (No more than 5 words)
_________________________________________________________________________What does Mo Yan’s winning of the Nobel Literature Prize show? (No more than 10 words)
_________________________________________________________________________
You’re rushing to work and a man ahead of you collapses on the sidewalk. Do you stop to help? In a study of by-standers, it was found that some people avert their gaze and keep on walking rather than stop and get involved.
“There is a tendency to decide that no action is needed.” says a psychologist. “The first thoughts that pop into your mind often keep you from offering help. In order to take action, you have to work against them.” Here are some common thoughts that might prevent you from helping.
● Why should I be the one? I’m probably not the most competent（有能力的）person in this crowd. You might think someone older or with more medical knowledge should offer assistance.
● What if he doesn’t really need my help? The fear of embarrassment is powerful; no one wants to risk looking foolish in front of others.
● No one else looks concerned- this must not be a problem. We can follow the people around us, but most people tend to hold back their emotions in public.
“If you spot trouble and find yourself explaining inaction, force yourself to stop and evaluate the situation instead of walking on,” says the psychologist. “Then retry to involve other people; you don’t have to take on the entire responsibility of being helpful. Sometimes it’s just a matter of turning to the person next to you and saying, ‘It looks like we should do something.’ Or asking someone if an ambulance has been called and, if not, to call for one. Once you take action, most people will follow you.”Which is NOT the common thought that stops you from helping others?
| A．I’m not the very person capable of setting the problem. |
| B．It looks like we should do something. |
| C．It must not be a problem as no one else is concerned. |
| D．He doesn’t really need my help. |
According to a study of by-standers, what will some people do when a man ahead falls down on the sidewalk?
| A．They will call for help and then walk away. |
| B．They will stop and offer help. |
| C．They will turn away their eyes and go on walking. |
| D．They will laugh at him. |
We learn from the last paragraph that if we spot trouble, .
| A．we should call the ambulance as soon as we can |
| B．we should stop and evaluate the situation and try to make other people follow |
| C．we should take on the whole responsibility and do something alone |
| D．we should turn to other people and ask them to take on the responsibility |
In order to offer others your timely help, you need to .
| A．ask others for help and call the police |
| B．get along well with the passers-by who spot the trouble |
| C．go directly to the police station |
| D．work against the first thoughts that prevent you offering help |
The main purpose of the text is to tell readers .
| A．to give others a hand |
| B．to be more competent |
| C．not to risk looking foolish |
| D．to stop and evaluate the situation |
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