Copywriting is the art of sending a message in writing, especially in advertisements, for the purpose(目的) of persuading someone to do something. This is especially true when writing descriptive(描述性的) copy. Why? Because customers’（顾客） senses don’t work on paper. They only work in person. That’s why copywriters have to create a sensory experience for their customers through their words.
When copywriters create descriptions, they often leave a lot to be desired. There is no interaction(互动) or experience. Descriptions should be descriptive. Successful descriptions should fill the gap of what customers would see, hear, smell, taste or feel as if they were standing before the product. Successful descriptions should also draw customers’ attention and create an actual event as if they could be right there.
Do you make cinnamon rolls(肉桂卷)？You wouldn’t want to describe them simply as “delicious” or “smell great”. Instead, you’d want to bring your customers to the experience of enjoying them. Some
thing like this will work better: Completely NOT your grandma’s cinnamon rolls! Freshly bake them right in your own oven. As the strong pleasant smell of these excellent rolls begins to float in the air, your nose will start to feel excited and you’ll immediately know they are worth the wait.
When writing descriptive copy, choose the senses that are most proper and focus on them. If describing food, certainly you’ll think about not only what you’re tasting, but also what you smell and see. If you’re writing travel copy, you’ll focus on sights, s
ounds as well as feelings. Your goal i
s to have your readers close their eyes and imagine they are in the same experience as you are.The purpose of copywriting is to .
| A．create a pleasant experience |
| B．develop customers’ five senses |
| C．persuade people to do things |
| D．give people rich imagination |
The writer develops the third paragraph mainly .
| A．by cause and effect(因果) | B．by order in space |
| C．by order in time | D．by examples |
Which of the following would be the best title for the passage?
| A．People’s five senses |
| B．Copywriting and advertisements |
| C．Descriptive copywriting |
| D．Copywriting and the five senses |
Twelve-year-old twins Lily and Audrey Andrews are teaching kids how to cook in unusual ways with their creative recipes(食谱)．Growing up in Northern California, the sisters have created their very first cookbook. Jack and Jill caught up with the girls to talk about food.
Jack and Jill: How did you two become interested in cooking?
Audrey: When we were younger, we watched cooking shows on the Food Network instead of cartoons. We were hooked and began doing anything we were allowed to do in the kitchen.
JJ: Who taught you both how to cook?
Lily: Our mom and dad taught us the basics, but when we were about 6 years old, we took cooking classes with one of our mom’s friends who is a cook. We have also taken adult classes at our local cooking school.
JJ: Do you have a favorite dish you like to cook?
A: In the winter, Lily and I love making hot soup. In the summer, we’re always coming up with new salads. We love cooking with friends and family, and one recipe that everyone can help us with is our Beef Stir Fry.
JJ: For the eater who wants to start cooking and trying new foods, where do you suggest they begin?
L: Start by adding new things to foods you already enjoy! Try to add a little curry(咖喱) to your favorite chicken dish. Start small, and slowly you’ll be open to trying tons of new things!
The underlined word “hooked” in Paragraph 3 is closest in meaning to “________”.
| A．worried | B．frightened | C．surprised | D．interested |
The twins began to learn to cook ________.
| A．from their parents |
| B．from their mom’s friend |
| C．when they went to school |
| D．when they were 6 years old |
What dish do the twins like to cook the most?
| A．Hot soup. |
| B．New salads. |
| C．It is up to the season. |
| D．It depends on their family. |
The twins advise the eater who wants to cook to ________.
| A．create lots of new things |
| B．cook the chicken dish first |
| C．prepare well before cooking |
| D．try something new little by little |
Bradford’s Crossword Solver’s Dictionary
Anne R. Bradford has been compiling (编纂) her Crossword Solver’s Dictionary since 1957, so the latest edition is based on over 50 years of crossword solving! Every word in this dictionary has appeared as a solution to a real crossword clue. With easy-to-read clear text design, this is an invaluable reference for both difficult and quick crosswords.
B10134 Paperback 896pages
￡12.99 ￡9.99
Mary Berry Cooks
The nation’s best-loved home cook invites you to share the secrets of her favorite dishes. Mary Berry Cooks features an all-new collection of 100 mouth-watering, simple recipes() for any occasion. From delicious dinners such as Slow-Roast Shoulder of Lamb or Cottage Pie with Dauphinoise Potato Topping to special summer lunches as Fiery Red Rice Salad and Summer Pudding, this is the perfect kitchen companion.
B10062 Hardback 320pages
￡20.00 ￡16.99
Computing for Seniors
This leading computer guide explains in easy steps how to use the Internet, email, Skype and online shopping, plus how to manage your computer settings safely and securely. Updated for Windows 8 and for Office 2013, it also sets out to make Tablet PCs, touchscreens and apps easier to be used, to give you confidence in your computing skills.
B10133 Paperback 240 pages
￡10.99 ￡9.99
Philip’s Complete Road Atlas Britain and Ireland 2014
Voted Britain’s clearest and most detailed road atlas in a consumer survey, the 2014 edition of Philip’s Complete Road Atlas Britain and Ireland contains 160 pages of road maps and clearly marked service areas. It also includes 10 big city approach maps and 6 extra-detailed town and city plans. (280 words)
B10132 Paperback 248 pages
￡14.99 ￡9.99
If you are a housewife, you may choose .
| A．B10132 | B．B10062 |
| C．B10134 | D．B10133 |
Both Bradford’s Crossword Solver’s Dictionary and Computing for Seniors .
| A．have the same discount |
| B．have similar pages |
| C．are in paperback |
| D．are the latest edition |
Which of the following can be a guide for travelers?
| A．Crossword Solver’s Dictionary |
| B．Computing for Seniors |
| C．Philip’s Complete Road Atlas |
| D．Mary Berry Cooks |
The text is probably taken from .
| A．A travel guide | B．A textbook |
| C．A book review | D．An advertisement |
You always have to understand what you are good at, and what you are not good at. Or if you are interested in something you always have to master it first.
When I was ten, I came over to my cousin’s house, and that was pain because he lived in New York and I lived in Miami. So I came over every summer break by myself, of course I had my parents’ permission to go that far.
One day, We decided to head to the forest. I was looking forward to this trip because I knew that my cousin was an expert on tree climbing while I was not. So, as we walked closer and closer to the forest, I became jealous because I did not possess the ability to climb trees. When he started climbing a tree I was upset but I joined him hoping not to break my neck. Last Summer break he invited me to his house. I was afraid of climbing to the tree so I gave up. But this time I tried climbing the tree. While I was climbing I was so scared like I was about to die at any moment. But when I was about to climb on the other branch I lost my balance. Luckily I got hold on one of the bottom branches. My cousin suddenly started climbing down and tried to help me. After he put me on the ground, he ran to get some help. The pain was just killing me, I lost a lot of blood and I knew that I have to be awake to survive.
Finally, my cousin brought the help. When I waked up I was happy that I did not die. It was pretty insane what happened to me. ( 295 words )
The text is mainly about______.
| A．My cousin |
| B．How to learn to climb a tree |
| C．An impressive experience |
| D．How to avoid being hurt when climbing |
Which of the following statements was NOT mentioned in the passage?
| A．The author’s cousin was skillful at tree climbing. |
| B．After falling off, the author lay on the ground. |
| C．The author would see his cousin every summer vacation. |
| D．It was the first time for the author to climb the tree. |
The underlined word “jealous” in paragraph 3 means _____.
| A．嫉妒的 | B．害怕的 | C．激动的 | D．紧张的 |
We can learn from the passage that _____.
| A．The author would learn how to climb the tree after recovering. |
| B．You can do anything well if you are interested in it. |
| C．You should know yourself well first and do what you can. |
| D．The author could go out without his parents’ permission. |
Tu Youyou together with William Campbell and Satoshi Omura won the 2015 Nobel Prize for their work against parasitic diseases. Irish-born Campbell and Japanese Omura won half of the prize for discovering a new drug, avermectin, that has helped the battle against river blindness and lymphatic filariasis, as well as showing effectiveness against other parasitic diseases. The Chinese scientist Tu Youyou, an 85-year-old female scientist, was awarded the other half of the prize for the discovery of artemisinin(青篙素), a drug cure for malaria(疟疾) that has saved millions of lives all over the world, especially in the developing world.
When the news broke that Tu won the Nobel Prize, there were cheers as well as doubts. It also has highlighted differences in prize-awarding practices between China and the West. Some said the achievement was the result of collective efforts by lots of Chinese scientists, so it was unfair to award the prize only to Tu. Indeed, Chinese science awards are mainly presented to projects, instead of individual scientists. But Western awards tend to honor individual scientists who are the first to come up with a new idea or method. Li Zhenzhen, a researcher of the China Academy of Sciences said that the West believes that the advancement of science comes from individuals’ creative minds.
In 1969, Tu started to hold a government project aimed at eliminating malaria. Tu and her teammates experimented with 380 extracts in 2,000 candidate recipes before they finally succeeded in getting the pure substance qinghaosu, later known as artemisinin. In 2011, Tu was awarded the Lasker Debakey Clinical Medical Research Award, commonly referred to as “America’s Nobel Prize”. (278 words)Why Tu Youyou could be awarded the Nobel Prize for ?
| A．Because she discovered the avermectin, a drug cure for malaria |
| B．Because she contributed to the traditional Chinese medicine |
| C．Because she discovered the artemisinin which shows effectiveness against other parasitic diseases |
| D．Because she has saved millions of lives for the discovery of artemisinin. |
What is the difference in prize-awarding practices between China and the West?
| A．Chinese science awards are mainly presented to individual scientists, instead of projects |
| B．Chinese believes that the advancement of science comes from individuals’ creative minds |
| C．Western awards tend to honor individual scientists who are the first to come up with a new idea or method |
| D．Western awards are presented to both individual scientists and projects |
How old was Tu Youyou when she was awarded the “America’s Nobel Prize”.
| A．85 | B．81 | C．46 | D．39 |
What is the best title of the passage?
| A．Why Tu Youyou could be awarded the 2015 Nobel prize |
| B．Why Tu received the “America’s Nobel Prize”. |
| C．Tu Youyou won the 2015 Nobel Prize for the discovery of artemisinin |
| D．The difference in prize-awarding practices between China and the West |
Sometimes, kindness is a simple answer in a difficult and challenging world.
When my granddaughter, Skylar, was young, one day we went out and had a contest called “Who can make the most people smile. “ And we continue it today. When shopping, we were walking in the supermarket and noticed someone walking down the aisle with her head down. Skylar walked up to her and gave her a big smile. I watched her walk down the aisle, turned around and smiled at Skylar again or perhaps smiled at someone else.
Kindness is a chain that pulls us all together. Every single act of kindness has a ripple effect(连锁反应). In 2002, my dad had a series of strokes and other illness. My dad had been doing nice things for all sorts of people for years, from the street crossing guard, to the waitress in a restaurant, to a friend’s mother. That same day, I made cookies for the janitor（门卫） at the post office. When I gave him the cookies he actually looked a little embarrassed. “Why, Linda?” he asked. “Because I appreciate you!” I answered. “When I get here at 6 am and it is still dark out and it is a little scary, I know you are inside and I feel safe. And when I first moved here and my post office box was always empty, you always cheered me on. And you always keep this place clean.”
That evening his wife called me and said that he was overwhelmed(受宠若惊的). “No one even knows his name, let alone bakes him cookies!” she said. （278 words）
What was the author’s attitude to the contest in the supermarket?
| A．positive | B．negative |
| C．neutral | D．curious |
From the text, what can we know about the janitor?
| A．He led a very poor life at that time. |
| B．He always went to work after six o’clock. |
| C．He was fond of baking cookies. |
| D．He was kind and grateful. |
What does the passage mainly talk about?
| A．Kindness can always be passed on. |
| B．An experience in a supermarket. |
| C．The importance of having a kind dad. |
| D．Smile makes your life meaningful. |
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