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。
Imagine, one day，getting out of bed in Beijing and being at your office in Shanghai in only a couple of hours，and then，after a full day of work，going back home to Beijing and having dinner there．
Sounds unusual，doesn't it? But it's not that unrealistic，with the development of China’s high-speed railway system．And that’s not all．China has an even greater high-speed railway plan — to connect the country with Southeast Asia，and eventually Eastern Europe．
China is negotiating to extend its own high-speed railway network to up to 17 countries in 10 to 15 years，eventually reaching London and Singapore．
China has proposed three such projects．The first would possibly connect Kunming with Singapore via Vietnam and Malaysia．Another could start in Urumqi and go through Kazakhstan and Uzbekistan，and possibly to Germany．The third would start in the northeast and go north through Russia and then into Western Europe．
If China’s plan for the high-speed railway goes forward，people could zip over from London to Beijing in under two days．
The new system would still follow China’s high-speed railway standard．And the trains would be able to go 346 kilometers an hour，almost as fast as some airplanes．
China’s bullet train（高速客车），the one connecting Wuhan to Guangzhou，already has the World’s fastest average speed．It covers 1,069 kilometers in about three hours．
Of course，there are some technical challenges to overcome．There are so many issues that need to be settled，such as safety，rail gauge（轨距），maintenance of railway tracks．So，it’s important to pay attention to every detail．
But the key issue is really money．China is already spending hundreds of billions of yuan on domestic railway expansion．
China prefers that the other countries pay in natural resources rather than with capital investment．Resources from those countries could stream into China to sustain development．
It’ll be a win-win project．For other countries，the railway network will definitely create more opportunities for business，tourism and so on，not to mention the better communication among those countries．
For China，such a project would not only connect it with the rest of Asia and bring some much-needed resources，but would also help develop China’s far west．We foresee that in the coming decades，millions of people will migrate to the western regions，where the land is empty and resources unused．With high-speed trains，people will set up factories and business centers in the west once and for all．And they’ll trade with Central Asian and Eastern European countries．China’s new high-speed railway plan will be a win-win project because ________．
| A．China will get much-needed resources and develop its western regions |
| B．China and the countries involved will benefit from the project in various ways |
| C．China will develop its railway system and communication with other countries |
| D．the foreign countries involved will develop their railway transportation, business and tourism |
According to the passage，the greatest challenge to the new high-speed railway plan is ________．
| A．technical issues | B．safety of the system |
| C．financial problems | D．maintenance of railway tracks |
Which of the following words best describes the author’s attitude towards China’s high-speed railway plan?
| A．Critical． | B．Reserved． | C．Doubtful． | D．Positive． |
Which of the following might be the best title for the passage?
| A．New Railway Standards. | B．Big Railway Dreams. |
| C．High-speed Bullet Trains. | D．International Railway Network |
It is reported that conservation groups in North America have been arguing about the benefits and dangers of wolves．Some groups believe wolves should be killed．Other people believe wolves must be protected so that they will not disappear from the wilderness.
For Killing Wolves
In Alaska，the wolf almost disappeared a few years ago，because hunters were killing hundreds of them for sport．However, 1aws were established to protect the wolves from sportsmen and people who catch the animals for their fur．So the wolf population has greatly increased．Now there are so many wolves that they are destroying their own food supply．
A wolf naturally eats animals in the deer family ．People in the wilderness also hunt deer for food．Many of the animals have been destroyed by the very cold winters recently and by changes in the wilderness plant life．When the deer can’t find enough food，they die．
If the wolves continue to kill large numbers of deer，their prey（猎物）will disappear some day．And the wolves will．too．So we must change the cycle of life in the wilderness to balance the ecology．If we killed more wolves，we would save them and their prey from dying out．We’d also save some farm animals．
In another northern state，wolves attack cows and chickens for food．Farmers want the government to send biologists to study the problem．They believe it necessary to kill wolves in some areas and to protect them in places where there is a small wolf population．
Against Killing Wolves
If you had lived long ago，you would have heard many different stories about the dangerous wolf．According to most stories，hungry wolves often kill people for food．Even today，the stories of the “big bad wolf'＂will not disappear．
But the fact is wolves are afraid of people．and they seldom travel in areas where there is a human smell．When wolves eat other animals，they usually kill the very young, or the sick and injured．The strongest survive．No kind of animal would have survived through the centuries if the weak members had lived．That has always been a law of nature.
Although some people say it is good sense to kill wolves，we say it is nonsense! Researchers have found wolves and their prey living in balance, the wolves keep the deer population from becoming too large, and that keeps a balance in the wilderness plant life．
The real problem is that the areas where wolves can live are being used by people．Even if wilderness land is not used directly for human needs, the wolves can’t always find enough food．So they travel to the nearest source, which is often a farm．Then there is danger．The “big bad wolf” has arrived! And everyone knows what happens next．According to the passage，some people in North America favor killing wolves for all the following reasons EXCET that ________．
| A．there are too many wolves | B．they kill large numbers deer |
| C．they attack cows and chickens for food | D．they destroy the wilderness plant life |
Some people are against killing wolves because ________．
| A．wolves help to keep the ecological balance in the wideness |
| B．there is too small a wolf population in the wilderness |
| C．there are too many deer in the wilderness |
| D．wolves are afraid of people and never attack people |
According to those against killing wolves，when wolves eat other animals，________．
| A．they never eat strong and healthy ones |
| B．they always go against the law of nature |
| C．they might help this kind of animals survive in nature |
| D．they disturb the ecological balance in the wilderness |
The last sentence “And everyone knows what happens next” implies that in such cases ________．
| A．farm animals will be in danger and have to be shipped away |
| B．wolves will kill people and people will in turn kill them |
| C．wolves will find enough food sources on farms |
| D．people will leave the areas where wolves can live |
| BORDER CROSSINGS While there are no restrictions on the amount of money that you can bring across the border, you must report to both the US and Canadian border services amounts equal to or greater than $10, 000． PERSONAL EXEMPTIONS（免税）ON PURCHASES AMERICANS RETURNING TO THE US Less than 48 hours: $ 200 US 48 hours or more: $ 800 US duty-free personal exemption． next $ 1．000 US at 3% Including up to 100 cigars and 100 cigarettes． CANADIANS RETURNING TO CANADA Less than 24 hours: $ 50 CAN 48 hours or more: $ 400 CAN Including up to 100 cigars and 200 cigarettes． 7 days or more: $ 750 CAN Including up to 100 cigars and 200 cigarettes． DOCUMENTATION NEEDED FOR BORDER CROSSING LAND OR SEA TO THE US（INCLUDING FERRIES） A valid passport or passport card, or a NEXUS card． （A NEXUS card is a Trusted Traveler Program that provides quick travel for pre-approved, low risk travelers through special lanes．） A recent Washington State, New York or BC driver’s license． Note: Children 15 years of age and younger require only a birth certificate or copy．（Certified copies are not required but are advised．） AIR TRAVEL TO THE US A valid passport, an Air NEXUS card, or a U. S. Coast Guard Merchant Marine Document． |
If a Canadian who is on a 7-day trip to New York buys $ 800 CAN worth of goods, how much should he pay tax on when returning home?
| A．$ 800 CAN. | B．$750 CAN. | C．$ 400 CAN. | D．$ 50 CAN. |
For an American citizen on a 2-day tour of Canada, how much tax does he have to pay on $ 1, 600 US worth of purchases when returning to the US?
| A．$ 24 US. | B．$ 48 US. | C．$52 US. | D．$ 200 US. |
What documentation should a couple with a 7-year-old child carry when they drive a car from Canada to America?
| A．A BC driver’s license, an Air NEXUS card, and a birth certificate． |
B．An Air NE XUS card, a U．S．Coast Guard Merchant Marine Document, and a birth certificate． |
| C．Two valid passport cards and a certified copy of a birth certificate． |
| D．A NEXUS card, a U．S．Coast Guard Merchant Marine Document．,and a certified copy of a birth certificate． |
Usually, when your teacher asks a question, there is only one correct answer．But there is one question that has millions of current answers．That question is “What’s your name?” Everyone gives a different answer, but everyone is correct．
Have you ever wondered about people’s names? Where do they come from? What do they mean?
People’s first names, or given names, are chosen by their parents．Sometimes the name of a grandparent or other member of the family is used．Some parents choose the name of a well-known person．A boy could be named George Washington Smith; a girl could be named Helen Keller Jones．
Some people give their children names that mean good things．Clara means “bright”; Beatrice means “one who gives happiness”; Donald means “world ruler”; Leonard means “as brave as a lion”．
The earliest last names, or surnames, were taken from place names．A family with the name Brook or Brooks probably lived near a brook；someone who was called Longstreet probably lived on a long, paved road．The Greenwood family lived in or near a leafy forest．
Other early surnames came from people’s occupations．The most common occupational name is Smith, which means a person who makes things with iron or other metals．In the past, smiths were very important workers in every town and village．Some other occupational names are: Carter — a person who owned or drove a cart; Potter — a person who made pots and pans．
The ancestors of the Baker family probably baked bread for their neighbors in their native village．The Carpenter’s great-great-great-grandfather probably built houses and furniture．
Sometimes people were known for the color of their hair or skin, or their size, or their special abilities．When there were two men who were named John in the same village, the John with the gray hair probably became John Gray．Or the John was very tall could call himself John Tallman．John Fish was probably an excellent swimmer and John Lightfoot was probably a fast runner or a good dancer．
Some family names were made by adding something to the father’s name．English-speaking people added–s or–son．The Johnsons are descendants of John; the Roberts family’s ancestor was Robert．Irish and Scottish people added Mac or Mc or O．Perhaps all of the MacDonnells and the McDonnells and the O’Donnells are descendants of the same Donnell．Which of the following aspects do the surnames in the passage NOT cover?
| A．Places where people lived． | B．People’s characters． |
| C．Talents that people possessed． | D．People’s occupations． |
According to the passage, the ancestors of the Potter family most probably ________．
| A．owned or drove a cart | B．made things with metals |
| C．made kitchen tools or containers | D．built houses and furniture |
Suppose an English couple whose ancestors lived near a leafy forest wanted their new-born son to become a world leader, the baby might be named ________．
| A．Beatrice Smith | B．Leonard Carter | C．George Longstreet | D．Donald Greenwood |
The underlined word “descendants” in the last paragraph means a person’s ________．
| A．later generations | B．friends and relatives |
| C．colleagues and partners | D．later sponsors |
Christopher Thomas, 27, was a writer by night and a teacher by day when he noticed he was always tired and was losing weight fast．Diagnosed with diabetes（糖尿病）, Thomas would need to inject himself with insulin（胰岛素） three times a day for the rest of his life or risk nerve damage, blindness, and even death．And if that weren't bad enough, he had no health insurance．
After a month of feeling upset, Thomas decided he'd better find a way to fight back．He left Canton, Michigan for New York, got a job waiting tables, nicknamed himself the Diabetic Rockstar, and created diabeticrockstar.com, a free online community for diabetics and their loved ones — a place where over 1,100 people share personal stories, information, and resources．
Jason Swencki’s son, Kody, was diagnosed with type diabetes at six．Father and son visit the online children's forums（论坛） together most evenings．"Kody gets so excited, writing to kids from all over," says Swencki, one of the site's volunteers. “They know what he's going through, so he doesn't feel alone.”
Kody is anything but alone: Diabetes is now the seventh leading cause of death in the United States, with 24 million diagnosed cases．And more people are being diagnosed at younger ages．
These days, Thomas's main focus is his charity, Fight It, which provides medicines and supplies to people — 225 to date — who can't afford a diabetic's huge expenses．Fight-it．org has raised about $23,000 — in products and in cash．In May, Thomas will hold the first annual Diabetic Rockstar Festival in the Caribbean．
Even with a staff of 22 volunteers, Thomas often devotes up to 50 hours a week to his cause, while still doing his full-time job waiting tables．"Of the diabetes charities out there, most are putting money into finding a cure," says Bentley Gubar, one of Rockstar's original members. “But Christopher is the only person I know saying people need help now.”Which of the following is true of Christopher Thomas?
| A．He needs to go to the doctor every day． |
| B．He studies the leading cause of diabetes. |
| C．He has a positive attitude to this disease． |
| D．He encourages diabetics by writing articles． |
Diabeticrockstar.com was created for ________．
| A．diabetics to communicate | B．volunteers to find jobs |
| C．children to amuse themselves | D．rock stars to share resources． |
According to the text, Kody ________．
| A．feel lonely because of his illness | B．benefits from diabeticrockstar.com |
| C．helps create the online kid’s forums | D．writes children’s stories online |
What can we learn about Fight It?
| A．It helps the diabetics in financial difficulties． |
| B．It organizes parties for volunteer once a year． |
| C．It offers less expensive medicine to diabetics． |
| D．It owns a well-known medical website． |
The last paragraph suggests that Thomas ________．
| A．works full-time in a diabetes charity | B．employs 22 people for his website |
| C．helps diabetics in his own way | D．tries to find a cure for diabetes |
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