Unlike traditional commercials, Public Service Advertisements（PSA）are primarily designed to inform and educate rather than sell a product or service. The goal of a PSA is not to make a big sale, but rather to change public opinion and raise awareness for a problem.
Smokey Bear has been a recognized symbol of the protection of America’s forests from fire. It is created to educate the public about the dangers of wildfires. Smokey Bear was started in 1944 with the slogan, “Smokey Bear Says—Care will prevent 9 out of 10 forest fires”. Smokey Bear’s later slogan, “Remember! Only You Can Prevent Forest Fires”, was created in 1947 by the Advertising Council in America. In April 2001, the message was changed to “Only You Can Prevent Wildfires”.
The wildfire prevention campaign with Smokey Bear is one of the longest and most successful campaigns in advertising history. The Advertising Council often was in partnership with other organizations and groups to create various advertising for Smokey Bear since 1944.
The Advertising Council teamed with Walt Disney Company to create a series of PSAs. The ads feature（以···为形象）characters form the classic film Sleeping Beauty and aim to reach parents and children. The lovely Bambi also appeared in the advertisements. Mickey Mouse is much more popular throughout the country.
Those PSAs, which appear on television, on the radio, in the newspaper and on the website continue to remind Americans about the importance of wildfire prevention have helped to reduce the number of acres burned annually by wildfires. According to recent survey, Smokey Bear and his famous words of wisdom “Only You Can Prevent Wildfires” are recalled by 3 out of 4 adults.
In addition to the PSA campaign, Smokey Bear has his own U.S. postage stamp and website for more information about wildfire prevention. From the website, you can also learn all about wildfires and how we can protect our forests.PSA are primarily designed to .
| A．educate the public | B．change people’s status |
| C．discuss a problem | D．sell products or services |
Which of the following is true of the Smoky Bear?
| A．It is one recognized symbols of Walt Disney cartoons. |
| B．It firstly appeared in America in 1944 with no slogan. |
| C．It is created to warn Americans of the dangers of wildfires. |
| D．Its slogan changes every three years. |
How does the author support his topic in Paragraph 4?
| A．By summing up. | B．By giving examples. |
| C．By comparison. | D．By asking questions. |
According to this text, Smoky Bear .
| A．helps a lot to reduce wildfires in America |
| B．isn’t popular among the American pupils |
| C．has set up its own website to advertise products |
| D．becomes the symbol of the Advertising Council |
I grew up in a house where the TV was seldom turned on and with one wall in my bedroom entirely lined with bookshelves, most of my childhood was spent on books I could get hold of. In fact, I grew up thinking of reading as natural as breathing and books unbelievably powerful in shaping perspectives (观点) by creating worlds we could step into, take part. in. and live in.
With this unshakable belief, I, at. fourteen, decided to become a writer. Here too, reading became useful. Every writer starts off knowing that he has something to say, but being unable to find the right ways to say it. He has to find his own voice by reading widely and discovering which parts of the writers he agrees or disagrees with, or agrees with so strongly that it reshapes his own world. He cannot write without loving to read, because only through reading other people’s writing can one discover what works, what doesn’t and, in the end, together with lots of practice, what voice he has.
Now I am in college, and have come to realize how important it is to read fiction (文学作品)．As a. law student, my reading is in fact limited to subject matter—the volume (量) of what I have to read for classes every week means there is little time to read anything else. Such reading made it all the clearer to me that I live in a very small part in this great place called life. Reading fiction reminds me that there is life beyond my own. It allows me to travel across the high seas and along the Silk Road, all from the comfort of my own armchair, to experience, though secondhand, exciting experiences that I wouldn't necessarily be able to have in my lifetime. What can be inferred about the author as a child?
| A． He never watched TV. |
| B． He read what he had to. |
| C． He found reading unbelievable. |
| D． He considered reading part of his life. |
The underlined word "voice" in the second paragraph most probably means “ ”.
| A．an idea |
| B．a sound quality |
| C．a way of writing |
| D．a world to write about |
What effect does reading have on the author?
| A．It helps him to realize his dream. |
| B．It opens up a wider world for him. |
| C．It makes his college life more interesting. |
| D．It increases his interest in worldwide travel. |
Which of the following can be the best title of this text?
| A．Why do I read? |
| B．How do I read? |
| C．What do I read? |
| D．When do I read? |
From the health point of view we are living in a marvelous age. We are immunized from birth against many of the most dangerous diseases. A large number of once fatal illnesses can now be cured by modern drugs and surgery. It is almost certain that one day remedies will be found for the most stubborn remaining diseases. The expectation of life has increased enormously. But though the possibility of living a long and happy life is greater than ever before, every day we witness the incredible slaughter of men, women and children on the roads. Man versus the motor-car ! It is a never-ending battle which man is losing. Thousands of people the world over are killed or horribly killed each year and we are quietly sitting back and letting it happen.
It has been rightly said that when a man is sitting behind a steering wheel, his car becomes the extension of his personality. There is no doubt that the motor-car often brings out a man’s very worst qualities. People who are normally quiet and pleasant may become unrecognizable when they are behind a steering-wheel. They swear, they are ill-mannered and aggressive, willful as two-years-olds and utterly selfish. All their hidden frustrations, disappointments and jealousies seem to be brought to the surface by the act of driving.
The surprising thing is that society smiles so benignly on the motorist and seems to condone his behaviour. Everything is done for his convenience. Cities are allowed to become almost uninhabitable because of heavy tragic; towns are made ugly by huge car parks; the countryside is desecrated by road networks; and the mass annual slaughter becomes nothing more than a statistic, to be conveniently forgotten.
It is high time a world code were created to reduce this senseless waste of human life. With regard to driving, the laws of some countries are notoriously lax and even the strictest are not strict enough. A code which was universally accepted could only have a dramatically beneficial effect on the accident rate. Here are a few examples of some the things that might be done. The driving test should be standardized and made far more difficult than it is; all the drivers should be made to take a test every three years or so; the age at which young people are allowed to drive any vehicle should be raised to at least 21; all vehicles should be put through stringent annual tests for safety. Even the smallest amount of alcohol in the blood can impair a person’s driving ability. Present drinking and driving laws (where they exist) should be mad much stricter. Maximum and minimum speed limits should be imposed on all roads. Governments should lay down safety specifications for manufacturers, as has been done in the USA. All advertising stressing power and performance should be banned. These measures may sound inordinately harsh. But surely nothing should be considered as to severe if tit results in reducing the annual toll of human life. After all, the world is for human beings, not motor-cars.The main idea of this passage is
[A] Traffic accidents are mainly caused by motorists.
Thousands of people the world over are killed each year.
[C] The laws of some countries about driving are too lax.
[D] Only stricter traffic laws can prevent accidents.What does the author think of society toward motorists?
[A] Society smiles on the motorists.
Huge car parks are built in the cities and towns.
[C] Victims of accidents are nothing.
[D] Society condones their rude driving.Why does the author say:’ his car becomes the extension of his personality?’
[A] Driving can show his real self.
Driving can show the other part of his personality.
[C] Driving can bring out his character.
[D] His car embodies his temper..Which of the followings is NOT mentioned as a way against traffic accidents?
[A] Build more highways.
Stricter driving tests.
[C] Test drivers every three years.
[D] raise age limit and lay down safety specifications..The attitude of the author is
[A] ironical
critical
[C] appealing
[D] militant
Vocabulary
1.immunise 使免疫，使免除
2.expectation of life =" life" expectancy 平均寿命
3.versus =" against" 对顶，反对
4.mutilate 伤害
5.wilful 任性的，固执的
6.benign 宽厚的，仁慈的
7.condone 宽容
8.desecrate 亵渎，玷污
9.code 法规，规定，惯例
10.stringent 严格的，紧急的，迫切的
11.performance 演出，成品，这里是指
car’ s behavior such as speed,
function etc.可译成行为，
汽车行为、功能等。
Dear Friend,
The recent success of children's books has made the general public aware that there's a huge market out there.
And there's a growing need for new writers trained to create the $3 billion worth of children's books bought each year ... plus stories and articles needed by over 650 publishers of magazines for children and teenagers.
Who are these needed writers? They're ordinary folks like you and me.
But am I good enough?
I was once where you might be now. My thoughts of writing had been pushed down by self-doubt, and I didn't know where to turn for help.
Then, I accepted a free offer from the Institute to test my writing aptitude（潜能）, and it turned out to be the inspiration I needed.
The promise that paid off
The Institute made the same promise to me that they will make to you, if you show basic writing ability:
You will complete at least one manuscript（手稿） suitable to hand in to a publisher by the time you finish our course.
I really didn't expect any publication before I finished the course, but that happened. I sold three stories. And I soon discovered that was not unusual at the Institute.
Since graduation, I have authored 34 nationally published children's books and over 300 stories and articles.
Free test and brochure
We offer a free aptitude test and will send you a copy of our brochure describing our recognized home-study courses on the basis of one-on-one training.
Realize your writing dream today. There's nothing sadder than a dream delayed until it fades forever.
Sincerely,
Kristi Holly, Instructor
Institute of Children's LiteratureFrom the first three paragraphs, we learn that_____.
| A．children’s books are usually bestsellers |
| B．publishers are making $3 billion each year |
| C．magazines for teenagers have drawn public attention |
| D．there is a growing need for writers of children's books |
When finishing the course, you are promised to_____.
| A．be a successful publisher |
| B．become a confident editor |
| C．finish one work for publication |
| D．get one story or article published |
Kristi Holly mentions her experience mainly to_____.
| A．prove she is a good instructor |
| B．promote the writing program |
| C．give her advice on course preparation |
| D．show she sold more stories than article |
Somali pirates(海盗) robbed three Thai fishing ships with 77 sailors on board nearly l，200 Miles off the Somali coast，the farthest-off-shore attack to date，an officer said Tuesday.
Pirates have gone farther south and east in answer to increased patrols(巡逻)by warships off the Somali shore. The robbing of the three ships Sunday was about 600 miles outside the normal operation area for the international force，said a spokesman．
The spokesman said the attack so far out at sea was a clear sign that the international patrols against pirates were having a “marked effect on pirate activity in the area”.
“Once they start attacking that far out，you’re not even really talking about the Somali basin or areas of water that have any connection with Somalia,” said an officer，Roger Middleton. “Once you’re that far out，it's just the Indian Ocean，and it means you’re looking at trade going from the Gulf to Asia，from Asia to South Africa.”
"This is the farthest robbing to date. They are now operating near the Maldives and India,” said another officer.
The three ships--the MV Prantalay 11，12，and l 4—had 77 members on board in total．All of them are Thai, the spokesman said. Before the Sunday robbing，pirates held l l ships and 228 sailors.
Pirates have increased attacks over the past year in hopes。f catching more dollar payments. Because of increased patrols and defenses on board ships，the success rate(率)has gone down，though the number of successful attacks has stayed the same year over year. The pirate attack reported in the text happened .
| A．far out in the Indian Ocean |
| B．in the normal patrol area |
| C．near the Somali, coast |
| D．in the south of Africa |
According to the text, which can best describe the situation of the pirate problems?
| A．More goods on board are lost. |
| B．Pirate attacks happen in a larger area now. |
| C．The number of attacks has stayed the same these years. |
| D．Pirate attacks are as serious as before along the Somali coast. |
Which is true about the warship patrols according to the text?
| A．The patrols are of little effect. |
| B．The patrols are more difficult. |
| C．More patrols are quite necessary even in Asia. |
| D．The patrols only drive the pirates to other areas. |
. How many sailors were held by the pirates up to the time of the report?
| A．228. | B．77. | C．383. | D．305. |
Educators are seriously concerned about the high rate of dropouts among the doctor of philosophy candidates and the consequent loss of talent to a nation in need of Ph. D. s. Some have placed the dropouts loss as high as 50 percent. The extent of the loss was, however, largely a matter of expert guessing. Last week a well-rounded study was published. It was published. It was based on 22,000 questionnaires sent to former graduate students who were enrolled in 24 universities and it seemed to show many past fears to be groundless.
The dropouts rate was found to be 31 per cent, and in most cases the dropouts, while not completing the Ph. D. requirement, went on to productive work. They are not only doing well financially, but, according to the report, are not far below the income levels of those who went on to complete their doctorates.
Discussing the study last week, Dr. Tucker said the project was initiated ‘because of the concern frequently expressed by graduate faculties and administrators that some of the individuals who dropped out of Ph. D. programs were capable of competing the requirement for the degree. Attrition at the Ph. D. level is also thought to be a waste of precious faculty time and a drain on university resources already being used to capacity. Some people expressed the opinion that the shortage of highly trained specialists and college teachers could be reduced by persuading the dropouts to return to graduate schools to complete the Ph. D.’
“The results of our research” Dr. Tucker concluded, “did not support these opinions.”
Lack of motivation was the principal reason for dropping out.
Most dropouts went as far in their doctoral program as was consistent with their levels of ability or their specialities.
Most dropouts are now engaged in work consistent with their education and motivation.
Nearly 75 per cent of the dropouts said there was no academic reason for their decision, but those who mentioned academic reason cited failure to pass the qualifying examination, uncompleted research and failure to pass language exams. Among the single most important personal reasons identified by dropouts for non-completion of their Ph. D. program, lack of finances was marked by 19 per cent.
As an indication of how well the dropouts were doing, a chart showed 2% in humanities were receiving $ 20,000 and more annually while none of the Ph. D. ‘s with that background reached this figure. The Ph. D. ‘s shone in the $ 7,500 to $ 15,000 bracket with 78% at that level against 50% for the dropouts. This may also be an indication of the fact that top salaries in the academic fields, where Ph. D. ‘s tend to rise to the highest salaries, are still lagging behind other fields.
As to the possibility of getting dropouts back on campus, the outlook was glum. The main condition which would have to prevail for at least 25 % of the dropouts who might consider returning to graduate school would be to guarantee that they would retain their present level of income and in some cases their present job.The author states that many educators feel that
[A] steps should be taken to get the dropouts back to campus.
the fropouts should return to a lower quality school to continue their study.
[C] the Ph. D. holder is generally a better adjusted person than the dropout.
[D] The high dropouts rate is largely attributable to the lack of stimulation on the part of faculty members.Research has shown that
[A] Dropouts are substantially below Ph. D. ‘s in financial attainment.
the incentive factor is a minor one in regard to pursuing Ph. D. studies.
[C] The Ph. D. candidate is likely to change his field of specialization if he drops out.
[D] about one-third of those who start Ph. D. work do not complete the work to earn the degree.Meeting foreign language requirements for the Ph. D.
[A] is the most frequent reason for dropping out.
is more difficult for the science candidate than for the humanities candidate.
[C] is an essential part of many Ph. D. programs.
[D] does not vary in difficulty among universities.After reading the article, one would refrain from concluding that
[A] optimism reigns in regard to getting Ph. D. dropouts to return to their pursuit of the degree.
a Ph. D. dropout, by and large, does not have what it takes to learn the degree.
[C] colleges and universities employ a substantial number of Ph. D. dropouts.
[D] Ph. D. ‘s are not earning what they deserve in nonacademic positions.It can be inferred that the high rate of dropouts lies in
[A] salary for Ph. D. too low.
academic requirement too high.
[C] salary for dropouts too high.
[D] 1000 positions.
Vocabulary
dropout 辍学者，中途退学
well-rounded 全面的
attrition 缩/减员，磨损
drain 枯竭
bracket 一类人，（尤指按收入分类的）阶层
lagging behind other fields 落后于其它领域
glum 阴郁的
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