In the West, advertisements are the fuel that makes mass media (大众传媒) work. Many TV stations, newspapers, magazines, radio stations are privately owned. The government does not give them money. So where does the money come from? From advertisements. Without advertisements, there would not be these private businesses.
Have you ever asked yourself what advertising is? Through the years, people have given different answers to the question. For some time it was felt that advertising was a means of “keeping your name before the public”. And some people thought that advertising was “truth well told”. Now more and more people consider it in this way: Advertising is the paid, non-personal, and usually persuasive presentation of goods, services and ideas by some certain sponsors (赞助商) through various media.
First, advertising is usually paid for. Various sponsors pay for the advertisements we see, read, and hear over the various media. Second, advertising is non-personal. It is not face-to-face communication. Although you may feel that a message in a certain advertisement is aimed directly at you, in fact, it is directed at large groups of people. Third, advertising is usually persuasive. Directly or indirectly it asks people to do something. All advertisements try to make people believe that the product, idea, or service advertised can benefit them. Fourth, the sponsors of the advertisement must show their names. From the advertisement, we can see if the sponsor is a company, or a single person. Fifth, advertising reaches us through old and modern mass media. Included in the old media are newspapers, magazines, radio, television, and films. Modern media include emails, matchbox covers, and boards on top of buildings.The existence of the privately owned mass media depends on the support of ________.
| A．the government | B．their owners families |
| C．advertisements | D．the TV stations |
The passage seems to say that different ideas about what advertising is are given due to ________.
| A．the change of time | B．the subject of the advertisements |
| C．people’s age difference | D．people’s different opinions |
Which of the following is considered modern mass media? ________.
| A．Newspapers | B．Emails | C．Magazines | D．Films |
According to the passage, which of the following statements about advertisements is NOT true?
| A．The sponsors are always mentioned. |
| B．Advertising must be honest and humorous. |
| C．There is the description of things advertised. |
| D．Advertising is directed at large groups of people. |
People have been growing chrysanthemums（菊花）for more than 2,000 years. Mums make bright and colorful gardens. People in China and other Asian cultures make tea with the flowers.
One basic kind of mum is the garden mum. The other basic kind is the florist mum. The garden mum is better able to handle different growing conditions.
There are many varieties of mums. The decorative mum is often seen in gardens. Another popular type, the quill mum, has long, straight petals（花瓣）like a tube or needle.
Chrysanthemum blooms can be white, yellow, gold, red or other colors. The plants often grow one meter high.
The soil for chrysanthemums should be kept moist but well drained so it does not get too wet.
Newly-planted mums should be watered two or three times a week, depending on conditions. Plants established in the ground may do well just with normal rainfall.
Mums grow best in full sunshine. They produce colorful blooms when days get shorter and nights get longer. The life cycle of the plant depends on the amount of daylight. This is why experts advise against placing mums near night lights or street lights. The light may interfere with their normal growth cycle. The plants may develop buds too soon.
In climates where temperatures fall below freezing, plant mums at least six weeks before the first frost. That way, the plants will be well established for cold weather.
Some gardeners say the most beautiful presentation comes from planting mums close together. But be sure to leave enough space to let air flow between the plants. If not, there may be a greater chance of disease.
To get more blooms, gardeners pinch（掐）back the branches when new growth has reached fifteen centimeters. Squeeze about five to seven centimeters off each branch. Pinch it again when a branch grows another twelve to fifteen centimeters. Stop the pinching about one hundred days before you want the plants to bloom. What has a great effect on the life cycle of the mum?
| A．The conditions of the soil. | B．The amount of daylight. |
| C．The amount of rainfall. | D．Cold weather. |
Why do gardeners pinch back the branches when new growth reaches certain length?
| A．To make mums grow thick. | B．To get more blooms. |
| C．To prevent mums from falling ill. | D．To let air flow between the plants. |
Which of the following is true according to the passage?
| A．Growing mums has a very long history and all the people in the world like making tea with mums. |
| B．Mums can grow one meter high and the closer they are planted, the higher they grow. |
| C．Though planting mums close together can make them look more beautiful, enough space should be left. |
| D．The petals of mums are long and straight and the more water mums get, the more quickly they grow. |
Investors soon will be able to own shares of Facebook stock. The world’s biggest social media network presented documents to the Securities and Exchange Commission on Wednesday. The documents are required before the company can make its initial public offering（首次公开募股）or IPO. A date for the stock sale has yet to be announced.
Experts say Facebook could raise about five billion dollars. That would be one of the biggest IPO sales ever. And it would be much bigger than Google’s first public stock sale in 2004. At that time, the Internet search company raised almost two billion dollars.
Facebook has 800 million users around the world. It is the second most visited website after Google. Now, experts say the social media network is in a position to become one of the most valuable Internet companies.
Stock expert Anupam Palit at Greencrest Capital says that among social media sites, Facebook is in a class by itself.
“It is the biggest company in this space and we believe what makes it very unique from every other company that went public last year in this space is that it is very, very profitable.” said Anupam Palit.
Early estimates place the total value of the social network between 75 and 100 billion dollars. That includes earlier investments by other companies. David Kirkpatrick wrote the book The Facebook Effect. He says Facebook’s IPO will be historic.
The stock sale could also make Facebook founder Mark Zuckerberg one of the world’s youngest billionaires. He is only 27.
Investment companies are likely to buy Facebook stock first. But investment manager Jim O’Shaugnessy says that is not so bad. He says the prices of some IPO stocks are too high and fall not long after they first go on sale.
Recently, share prices of some Internet businesses have fallen after their stocks were first offered. For example, stocks of Linkedln, Groupon and Zynga, dropped in price by as much as 25% after going public.
There were similar questions eight years ago when Google first sold stock to the public. Today, Google is one of the world’s most valuable technology companies.Which of the following is true about Google?
| A．Google’s first public stock sale began in 2005. |
| B．Google is the world’s most valuable company. |
| C．Google’s share price rose after its stock was first offered. |
| D．Google raised almost two billion dollars from its first public stock sale. |
According to the passage, we can know Facebook ________.
| A．has 800 million users in the USA | B．has announced the date for its first stock sale |
| C．is the most visited website today | D．is the world’s biggest social media network |
We can infer from the passage that ________.
| A．Facebook stock is being sold very well |
| B．Mark Zuckerberg will get much money from the stock sale |
| C．Mark Zuckerberg was only 27 when Facebook was founded |
| D．investment companies have bought many Facebook shares |
Which would be the best title for this passage?
| A．Facebook and Its IPO | B．The Difference Between Facebook and Google |
| C．The Founder of Facebook | D．A Book Called The Facebook Effect |
Yesterday was my stepmom’s birthday. I hadn’t been home for a long time so I wanted to stop by the house to see her on this special day.
I have been struggling financially so I was afraid of the long trip. Gas is so expensive nowadays! Anyway, I filled my tank with gas and set off.
I stopped at the shopping mall and found a present. It was the perfect gift and I knew she
would love it. But when I got to the cashier my card was declined! I did not have enough money in my account to pay for the gift!
So I pondered the issue for a few minutes. I could put it back and get something cheaper, but I knew there was nothing else in the store she would like as much. So, I got on my smart-phone and transferred some money from my savings account so I was able to pay for the gift. It took a big chunk of my savings but I wanted her to have something special.
She loved the gift and I felt that even though I had spent almost all my money my stepmom deserved the best and I was glad I gave her the best that I could.
Before leaving my parents’ house, my dad took me to one side and, with our secret hand-shake, he gave me some money. I had not said anything to him about my finances but I guess my dad had just known it. When I got to the car, I saw the amount he gave me was three times what I had spent on the gas and the gift!
It goes to show that doing the right thing always comes with great rewards.Why was the writer unwilling to have a long trip？
| A．Because gas was hardly available. | B．Because the writer was short of money. |
| C．Because the writer didn’t like driving. | D．Because the road was difficult to drive on. |
The underlined word “pondered” in Para. 4 means ________.
| A．thought about | B．tried on |
| C．depended on | D．got through |
From the passage, we can infer that ________.
| A．the writer loves his/her stepmom very much |
| B．the gift the writer bought was loved by his/her father very much |
| C．the writer spent all his/her savings buying the gift for his/her stepmom |
| D．the gift the writer bought was the most expensive one in the shop |
Why did the writer’s father shake hands with the writer in secret?
| A．Because he wanted to ask the writer for something special. |
| B．Because he wanted to give the writer some money. |
| C．Because he knew the writer had been struggling financially. |
| D．Because he didn’t want others to copy their handshake. |
The popular college rankings focus primarily on prestige as measured by the SAT scores of incoming students and how many applicants are turned away． An initiative（措施）started last fall by the Obama administration could help families go beyond these limited, and far too easily exploited, indexes to learn quickly and easily how a college is compared with its competitors nationally on important criteria like graduation rates, what a degree actually costs and how much debt a student can expect to run up by graduation day．
If the federal government makes it legally necessary to disclose this information in a clear and consistent（一贯的）way, as it should, families will be better able to make informed college choices． And this will help put pressure on colleges that perform poorly to improve．
Critics may regard this initiative as an example of government overreach． But given that the federal government spends nearly $190 billion a year on higher education aid to students, it has a legitimate interest in making sure that the money flows to the schools that best meet their responsibilities to families and students．
Congress has taken some steps to require greater transparency（透明）from colleges． The 1990 Student Right to Know Act, for example, required colleges and universities that receive federal aid to disclose graduation rates． And the 2008 Higher Education Opportunity Act required schools to offer a way for consumers to determine actual costs after student aid is taken into account．
But many colleges have done a poor job of obeying federal disclosure rules, and much of the available information is not in one place． The administration’s new efforts would enforce reporting requirements and provide some new tools．
President Obama wants to expand campus-based aid to about $10 billion from the current $2．7 billion． He has proposed moving money away from colleges that fail to control tuition increases or provide good value to others that do a better job． That is a worthy idea in principle, but he will need strong data-based evidence to determine how colleges are doing．
The transparency initiatives are a good place to start and should be embraced by both parties in Congress． If students and families, facing higher tuition and rising debt, are to make sound choices, they need more and better information．Why did the Obama administration start the initiative last fall?
| A．To require colleges to make their graduation rates known to the public． |
| B．To help colleges perform better in the future． |
| C．To help parents and students make better choices of colleges． |
| D．To put more pressure on colleges that are not doing well enough． |
Which of the following statements is TRUE according to the passage?
| A．Critics agree that the government should require colleges to obey the disclosure rules． |
| B．Congress has approved and made the transparency initiatives a law． |
| C．SAT scores alone do not determine one’s choice of college． |
| D．Students and families find it very difficult to choose their ideal colleges now． |
A most suitable title for the passage could be______．
| A．Congress To Require Greater Transparency |
| B．What College Parents and Students Need to Know |
| C．What a Good College Is Measured By |
| D．Parents and Students Need to Make Wise Choices |
What attitude does the author hold towards the transparency initiative?
| A．supportive | B．critical | C．indifferent | D．not stated |
There seems never to have been a civilization without toys, but when and how they developed is unknown． They probably came about just to give children something to do．
In the ancient world, as is today, most boys played with some kinds of toys and most girls with another． In societies where social roles are rigidly determined, boys pattern their play after the activities of their fathers and girls after the tasks of their mothers． This is true because boys and girls are being prepared, even in play, to step into the roles and responsibilities of the adult world．
What is remarkable about the history of toys is not so much how they changed over the centuries but how much they have remained the same． The changes have been mostly in terms of craftsmanship, mechanics, and technology． It is the universality of toys with regard to their development in all parts of the world and their persistence to the present that is amazing．In Egypt, the Americas, China, Japan and among the Arctic （北极的） peoples, generally the same kinds of toys appeared． Variations depended on local customs and ways of life because toys imitate their surroundings． Nearly every civilization had dolls, little weapons, toy soldiers, tiny animals and vehicles．
Because toys can be generally regarded as a kind of art form, they have not been subject to technological leaps that characterize inventions for adult use． The progress from the wheel to the oxcart to the automobile is a direct line of ascent （进步）． The progress from a rattle used by a baby in 3,000 BC to one used by an infant today, however, is not characterized by inventiveness． Each rattle is the product of the artistic tastes of the times and subject to the limitations of available materials．Which is a major factor leading to the different variations of toys?
| A．Scientific advances and technological progress |
| B．Different local customs and lifestyles of different peoples |
| C．Craftsmanship, mechanics, and technology |
| D．The artistic tastes of the times and the limitations of available materials |
Why do boys and girls play with different kinds of toys?
| A．Because they are intended for different social roles and responsibilities． |
| B．Because boys like to invent and girls imitate． |
| C．Because boys play with their fathers while girls their mothers． |
| D．Because they will take up different jobs when they grow up． |
One amazing aspect about the “universality of toys” is______．
| A．They appeared all over the world almost at the same time in history． |
| B．They have not changed except in craftsmanship, mechanics, and technology． |
| C．Having existed for thousands of years, toys are still found all over the world today． |
| D．They are a kind of art form, which has been promoted by inventiveness． |
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