Today, roller skating is easy and fun. But many years ago, it wasn’t easy at all. Before 1750, people never tried skating on wheels. That changed because of a man named Joseph Merlin. Merlin’s work was making instruments. In his free time he liked to play the violin. Merlin was a man with many ideas and many dreams. People called him a dreamer.
One day Merlin received an invitation to go to an important party. He was very pleased and a little excited. As the day of the party came near, Merlin began to think. He wanted to find a way to make a wonderful entrance at the party. Merlin had an idea. He thought that he would attract a lot of attention if he could skate into the room.
Merlin tried different ways to make himself roll. Finally, he decided to put two wheels under each shoe. These were the first roller skate shoes. Merlin was very proud of them. He dreamed of arriving at the party and skating into the room while playing the violin. He was sure that everyone would be very surprised.
On the night of the party Merlin rolled into the room, playing his violin. Everyone was really surprised to see him. There was just one problem. Merlin had no way to stop his roller skating. He rolled on, playing the violin. Then, with all eyes on him, Merlin hit into a huge mirror on the wall. The mirror broke into many pieces with a very loud noise.
Nobody forgot Merlin’s wonderful entrance after that. The story tells us that people began to enjoy roller-skating _______. .
| A．before the year 1750 | B．before the invitation |
| C．because of Joseph Merlin | D．because it was dangerous |
People called Merlin a dreamer because ___________. .
| A．he slept and dreamed a lot |
| B．he was full of different ideas |
| C．he invented the first roller skates |
| D．he always made people’s dreams come true |
What was Merlin’s problem after he rolled into the room?
| A．He couldn’t stop his roller-skating. |
| B．He couldn’t attract a lot of attention. |
| C．Everyone was surprised at him. |
| D．He couldn’t play the violin while rolling. |
What’s the best title for the passage?
| A．Joseph Merlin’s Story | B．How Roller Skating Was Invented |
| C．A Surprising Entrance to the Party | D．Roller Skating |
Advertisers tend to think big and perhaps this is why they’re always coming in for criticism. Their critics seem to resent them because they have a flair for self-promotion and because they have so much money to throw around. ‘It’s iniquitous,’ they say, ‘that this entirely unproductive industry (if we can call it that) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…’
The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods derives largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement.
Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall or reading railway byelaws while waiting for a train? Would you like to read only closely printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of calamities.
We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price!
Another thing we mustn’t forget is the ‘small ads.’ which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the ‘hatch, match and dispatch’ column but by far the most fascinating section is the personal or ‘agony’ column. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is!What is main idea of this passage?
| A．Advertisement. |
| B．The benefits of advertisement. |
| C．Advertisers perform a useful service to communities. |
| D．The costs of advertisement. |
The attitude of the author toward advertisers is
| A．appreciative. |
| B．trustworthy. |
| C．critical. |
| D．dissatisfactory. |
Why do the critics criticize advertisers?
| A．Because advertisers often brag. |
| B．Because critics think advertisement is a “waste of money”. |
| C．Because customers are encouraged to buy more than necessary. |
| D．Because customers pay more. |
Which of the following is Not True?
| A．Advertisement makes contribution to our pockets and we may know everything. |
| B．We can buy what we want. |
| C．Good quality products don’t need to be advertised. |
| D．Advertisement makes our life colorful. |
The passage is
| A．Narration. |
| B．Description. |
| C．Criticism. |
| D．Argumentation. |
Vocabulary
come in for ( sth. ) 是某事物的对象，吸引（某事物），获得
flair 天资，天分
iniquitous 极邪恶的，极不公正的
drab 单调的，乏味的
subsist 活下去，生存下去，维持下去
hatch 孵化（指生孩子）
match 匹配，婚姻
dispatch 派遣，发送
agony 极大痛苦，煎熬
agony column （报刊中关于个人疑难问题征询意见的）读者来信专栏
Businesses are witnessing a difficult time, which has in turn produced influence on consumers’ desire to go green. However, shoppers are still laying stress on environmental concerns.
Two thirds of customers say that environmental considerations inform their purchases to the same degree as they did a year ago, while more than a quarter say that they are now even better aware of the environmental effect on what they buy.
This may help to influence how shops store goods on their shelves. And the companies should still make efforts to become more environmentally friendly. Two out of three people think it is important to buy from environmentally responsible companies, with about one in seven saying that they had even decided to take their custom elsewhere if they felt a company’s environmental reputation was not good enough.
Harry Morrison, chief executive（主管）of the Carbon Trust, sympathizes：“I understand this situation where survival is very important now. But from environmental considerations, the clock is ticking—we don’t have much time. In addition, cutting carbon has an immediate effect as costs drop and a medium-term benefit for the brand.”
Larger companies have an extra motivation to look at reducing their carbon footprint, as new rules next year will require businesses to buy carbon allowances to make up for their emissions（排放）. Those that have taken early action will have a head start. More than two thirds of consumers are not clear about which companies are environmentally responsible. This suggests that firms that are able to relay clearly their message to the public will be in a pole position to attract shoppers.
The Carbon Trust believes that it can help by informing customers about the good work companies are doing. “When companies are granted（授予）the standard, they can use a logo（标识）in all their marketing which makes it clear that they are working towards cutting emissions,” Mr. Morrison said. What’s the main idea of the passage?
| A．Businesses are finding ways to send their message to the shoppers. |
| B．Companies will soon get information about cutting carbon emissions. |
| C．Firms are making efforts to encourage customers to keep goods at home. |
| D．Firms are urged to cut carbon emissions by shoppers’ environmental awareness. |
The underlined word “inform” in Paragraph 2 probably means“ ”.
| A．affect | B．change | C．disturb | D．reject |
According to Harry Morrison, businesses .
| A．will benefit from cutting carbon emissions |
| B．should buy carbon allowances for shoppers |
| C．are required to make up for their carbon emissions |
| D．have encouraged shoppers to take their custom elsewhere |
We can learn from the passage that businesses will .
| A．have a strong desire to reduce costs |
| B．use the same logo in their marketing |
| C．gain advantages by taking early action |
| D．attract more shoppers by storing goods |
Along the river banks of the Amazon and the Orinoco there lives a bird that swims before it can fly, flies like a fat chicken, eats green leaves, has the stomach of a cow and has claws(爪)on its wings when young .They build their homes about 4.6m above the river ,an important feature(特征)for the safety of the young. It is called the hoatzin.
In appearance，the birds of both sexes look very much alike with brown on the back and cream and red on the underside .The head is small, with a large set of feathers on the top, bright red eyes, and blue skin. Its nearest relatives are the common birds, cuckoos. Its most striking feature, though, is only found in the young.
Baby hoatzins have a claw on the leading edge of each wing and another at the end of each wing tip .Using these four claws ,together with the beak(喙),they can climb about in the bushes, looking very much like primitive birds must have done. When the young hoatzins have learned to fly, they lose their claws.
During the drier months between December and March hoatzins fly about the forest in groups of 20 to 30 birds, but in April, when the rainy season begins, they collect together in smaller living units of two to seven birds for producing purposes.What is the text mainly about?
| A．Hoatzins in dry and rainy seasons. |
| B．The relatives and enemies of hoatzins. |
| C．Primitive birds and hoatzins of the Amazon. |
| D．The appearance and living habits of hoatzins. |
Young hoatzins are different from their parents in that ．
| A．they look like young cuckoos |
| B．they have claws on the wings |
| C．they eat a lot like a cow |
| D．they live on river banks |
What can we infer about primitive birds from the text?
| A．They had claws to help them climb. |
| B．They could fly long distances. |
| C．They had four wings like hoatzins. |
| D．They had a head with long feathers on the top. |
Why do hoatzins collect together in smaller groups when the rainy season comes?
| A．To find more food. |
| B．To protect themselves better. |
| C．To keep themselves warm. |
| D．To produce their young. |
Advertisers tend to think big and perhaps this is why they’re always coming in for criticism. Their critics seem to resent them because they have a flair for self-promotion and because they have so much money to throw around. ‘It’s iniquitous,’ they say, ‘that this entirely unproductive industry (if we can call it that) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…’
The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods derives largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement.
Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall or reading railway byelaws while waiting for a train? Would you like to read only closely printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of calamities.
We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price!
Another thing we mustn’t forget is the ‘small ads.’ which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the ‘hatch, match and dispatch’ column but by far the most fascinating section is the personal or ‘agony’ column. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is!What is main idea of this passage?
| A．Advertisement. |
| B．The benefits of advertisement. |
| C．Advertisers perform a useful service to communities. |
| D．The costs of advertisement. |
The attitude of the author toward advertisers is
| A．appreciative. |
| B．trustworthy. |
| C．critical. |
| D．dissatisfactory. |
Why do the critics criticize advertisers?
| A．Because advertisers often brag. |
| B．Because critics think advertisement is a “waste of money”. |
| C．Because customers are encouraged to buy more than necessary. |
| D．Because customers pay more. |
Which of the following is Not True?
| A．Advertisement makes contribution to our pockets and we may know everything. |
| B．We can buy what we want. |
| C．Good quality products don’t need to be advertised. |
| D．Advertisement makes our life colorful. |
The passage is
| A．Narration. |
| B．Description. |
| C．Criticism. |
| D．Argumentation. |
Vocabulary
come in for ( sth. ) 是某事物的对象，吸引（某事物），获得
flair 天资，天分
iniquitous 极邪恶的，极不公正的
drab 单调的，乏味的
subsist 活下去，生存下去，维持下去
hatch 孵化（指生孩子）
match 匹配，婚姻
dispatch 派遣，发送
agony 极大痛苦，煎熬
agony column （报刊中关于个人疑难问题征询意见的）读者来信专栏
难句译注
Advertisers tend to think big and perhaps this is why they’re always coming in for criticism.
【参考译文】广告商总是雄心勃勃（想得很大），也许这就是为什么他们老挨批评。
Their critics seem to resent them because they have a flair for self-promotion.
【参考译文】他们的批评者似乎对他们很气愤，因为他们在自我抬高/标榜上很有天分。
No other item in a newspaper provides such entertaining reading or offer such deep insight into human nature.
【参考译文】报纸任何其他栏目都难以提供如此有趣的文章，或提供对人性的内涵如此深刻的洞察。
It’s the best advertisement for advertising there is.
【参考译文】这是广告中最佳的广告。
写作方法与文章大意
文章以因果、对比的手法写出有没有广告的后果及广告的真正作用。文章首先指出广告商遭批评的原因：广告商夸大和人们认为广告浪费钱财、商品价格就搞；然后作者以有无广告的后果突出其功能，没有广告，商品价更高，生活单调、乏味。有了广告，商品价低，生活丰富多彩，人们获取各种信息。
Businesses are witnessing a difficult time, which has in turn produced influence on consumers’ desire to go green. However, shoppers are still laying stress on environmental concerns.
Two thirds of customers say that environmental considerations inform their purchases to the same degree as they did a year ago, while more than a quarter say that they are now even better aware of the environmental effect on what they buy.
This may help to influence how shops store goods on their shelves. And the companies should still make efforts to become more environmentally friendly. Two out of three people think it is important to buy from environmentally responsible companies, with about one in seven saying that they had even decided to take their custom elsewhere if they felt a company’s environmental reputation was not good enough.
Harry Morrison, chief executive（主管）of the Carbon Trust, sympathizes：“I understand this situation where survival is very important now. But from environmental considerations, the clock is ticking—we don’t have much time. In addition, cutting carbon has an immediate effect as costs drop and a medium-term benefit for the brand.”
Larger companies have an extra motivation to look at reducing their carbon footprint, as new rules next year will require businesses to buy carbon allowances to make up for their emissions（排放）. Those that have taken early action will have a head start. More than two thirds of consumers are not clear about which companies are environmentally responsible. This suggests that firms that are able to relay clearly their message to the public will be in a pole position to attract shoppers.
The Carbon Trust believes that it can help by informing customers about the good work companies are doing. “When companies are granted（授予）the standard, they can use a logo（标识）in all their marketing which makes it clear that they are working towards cutting emissions,” Mr. Morrison said. What’s the main idea of the passage?
| A．Businesses are finding ways to send their message to the shoppers. |
| B．Companies will soon get information about cutting carbon emissions. |
| C．Firms are making efforts to encourage customers to keep goods at home. |
| D．Firms are urged to cut carbon emissions by shoppers’ environmental awareness. |
The underlined word “inform” in Paragraph 2 probably means“ ”.
| A．affect | B．change | C．disturb | D．reject |
According to Harry Morrison, businesses .
| A．will benefit from cutting carbon emissions |
| B．should buy carbon allowances for shoppers |
| C．are required to make up for their carbon emissions |
| D．have encouraged shoppers to take their custom elsewhere |
We can learn from the passage that businesses will .
| A．have a strong desire to reduce costs |
| B．use the same logo in their marketing |
| C．gain advantages by taking early action |
| D．attract more shoppers by storing goods |
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