It’s really a tough job for automakers doing marketing and sales in China, where competition is acute and customers have little loyalty. They have tried a range of tricks in recent years.
But there should be a moral bottom line. Unfortunately, a Buick dealership used the tragedy of a two-month-old infant to advertise its cars last week on Weibo – Micro blog. And Hyundai Motor followed suit.
On March 4, an SUV was stolen with the infant left inside alone in the northeastern city of Changchun. The news spread widely on Weibo after the baby’s father called the local police and radio station for help. The next day it was revealed that the infant was choked to death and buried in snow by the thief. The online community expressed its deeply felt sympathy and condolences.
The Buick dealership posted a photo of the baby and two of its cars on its official Weibo account to advertise its GPS system that can locate the stolen car. “A few thoughts on the Changchun stolen car and baby incident: when buying a car it’s entirely OK to choose a brand with advanced technology,” said the post. Though the post was made before tragic fate of the infant was known, the action generated a storm of outrage on Weibo. Some online commentators said it is “marketing at the cost of lives” and “extremely despicable.”
Worse was the post on Hyundai’s official Weibo account that advertised the anti – theft system on its new SUV Santa Fe, an entry made after the child was known to have died. The action also enraged micro bloggers.
Both posts were soon deleted. The Buick dealership made an apology on Weibo to the family of the victim and the public. But screenshots saved by users continued to be posted and the negative impact on both brands persists.
The two brands probably didn’t expect such a firestorm of fury from the Internet community, but they really made a big mistake sinking below the moral bottom line. They certainly ruined their own brand images.
The Chinese have the same proverb as the English language – a little leak will sink a great ship. It takes decades to build the great ship of a respectable brand but it can take just a moment of negligence to make it fail completely.
For those in corporate marketing, two lessons should be learned: first, be careful in the era of social media when one wrong can be easily magnified and have disastrous impacts in just a few clicks.
Second and more importantly, think with your brain and heart. Never break the moral bonds of respect for human life and sympathy for our fellow man.Who is to blame for the tragedy of Changchun infant according to the passage?
| A．The baby’s father | B．Buick and Hyundai dealership | C．Weibo | D．Not clear |
Which of the following statements is correct?
| A．The missing infant was found alive in the stolen car. |
| B．Micro blog marketing of tragic infant death fuels firestorm of criticism. |
| C．People can’t see the two posts any more because they were deleted. |
| D．The two car brands mentioned in the passage spoiled their own reputation by selling the stolen car. |
What does the underlined word – “despicable” in paragraph 4 mean?
| A．Immoral | B．Important | C．Distinguished | D．Considerable |
The reason why Hyundai’s post was worse than Buick’s is that _________.
| A．Hyundai dealership didn’t make an apology on Weibo |
| B．Buick dealership expressed its deeply sympathy and condolences |
| C．Hyundai’s post was made after people knew the infant had died |
| D．Buick’s car was more advanced on its GPS system |
In the last paragraph, the author encourages people _____________.
| A．not to sink below the moral bottom line |
| B．not to sympathize our fellow man |
| C．to think twice before making decision |
| D．to magnify the mistakes people make |
Against the supposition that forest fires in Alaska, Canada and Siberia warm the climate, scientists have discovered that cooling may occur in areas where burnt trees allow more snow to mirror more sunlight into space.
This finding suggests that taking steps to prevent northern forest fires to limit the release of greenhouse gases may warm the climate in northern regions. Usually large fires destroyed forests in these areas over the past decade. Scientists predict that with climate warming, fires may occur more frequently over the next several centuries as a result of a longer fire season. Sunlight taken in by the earth tends to cause warming, while heat mirrored back into space tends to cause cooling.
This is the first study to analyze all aspects of how northern fires influence climate. Earlier studies by other scientists have suggested that fire in northern regions speed up climate warming because greenhouse gases from burning trees and plants are released into the atmosphere and thus trap heat.
Scientists found that right after the fire, large amounts of greenhouse gases entered the atmosphere and caused warming. Ozone（臭氧） levels increased, and ash from the fire fell on far-off sea ice, darkening the surface and causing more radiation from the sun to be taken in. The following spring, however, the land within the area of the fire was brighter than before the fire, because fewer trees covered the ground. Snow on the ground mirrored more sunlight back into space, leading to cooling.
“We need to find out all possible ways to reduce the growth of greenhouse gases in the atmosphere.” Scientists tracked the change in the amount of radiation entering and leaving the climate system as a result of the fire, and found a measurement closely related to the global air temperature. Typically, fire in northern regions occurs in the same area every 80 to 150 years. Scientists, however, found that when fire occurs more frequently, more radiation is lost from the earth and cooling results. Specifically, they determined when fire returns 20 years earlier than predicted, 0.5 watts per square meter of area burned are soaked up by the earth from greenhouse gases, but 0.9 watts per square meter will be sent back into space. The net effect is cooling. Watts are used to measure the rate at which energy is gained or lost from the earth.．According to the new findings, taking steps to prevent northern forest fires may __________.
| A．result in a warming climate |
| B．cause the forest fires to occur more frequently |
| C．lead to a longer fire season |
| D．protect the forests and the environment there |
．The following are all the immediate effects after a forest fire EXCEPT __________.
| A．large amounts of greenhouse gases enter the atmosphere |
| B．the levels of ozone which is a type of oxygen increase |
| C．snow on the ground mirrors more sunlight back into space |
| D．ashes from the fire fall on the ice surface and take in more radiation from the sun |
．Earlier studies about northern forest fires __________.
| A．analyze all aspects of how northern fires influence climate |
| B．indicate that forest fires will pollute the atmosphere |
| C．suggest that people should take measures to protect environment |
| D．suggest that the fires will speed up climate warming |
．The underlined phrase “soak up” in the last paragraph most probably means __________.
| A．released | B．absorbed | C．created | D．distributed |
．From the passage we can draw a conclusion that forest fires in Alaska, Canada and Siberia may ____.
| A．warm the climate as the supposition goes |
| B．allow more snow to reflect more sunlight into space and thus cool the climate |
| C．destroy large areas of forests and pollute the far-off sea ice |
| D．help to gain more energy rather than release more energy |
Concern with money, and then more money, in order to buy the conveniences and luxuries of modern life, has brought great changes to the lives of most Frenchmen. More people are working harder than ever before in France. In the cities the traditional leisurely midday meal is disappearing. Offices, shops, and factories are discovering the great efficiency of a short lunch hour in company lunch rooms. In almost all lines of work emphasis now falls on ever increasing output. Thus the “typical” Frenchman produces more, earns more, and buys more consumer goods than his counterpart of only a generation ago. He gains in creature comfort and ease of life. What he loses to some extent is his sense of personal uniqueness, or individuality.
Some say that France has been Americanized. This is because the United States is a world symbol of the technological society and its consumer products. The so called Americanization of France has its critics. They fear that “assembly line life” will lead to the disappearance of the pleasures of the more graceful and leisurely (but less productive) old French style. What will happen, they ask, to taste, elegance, and the cultivation of the good things in life to joy in the smell of a freshly picked apple, a stroll by the river, or just happy hours of conversation in a local café?
Since the late 1950s life in France has indeed taken on qualities of rush, tension, and the pursuit of material gain. Some of the strongest critics of the new way of life are the young, especially university students. They are concerned with the future, and they fear that France is threatened by the triumph of this competitive, goods-oriented culture. Occasionally, they have reacted against the trend with considerable violence.
In spite of the critics, however, countless Frenchmen are committed to keeping France in the forefront of the modern economic world. They find that the present life brings more rewards, conveniences, and pleasures than that of the past. They believe that a modern, industrial France is preferable to the old.Which of the following is a feature of the old French way of life?
| A．Leisure, elegance, and efficiency |
| B．Elegance, efficiency, and taste |
| C．Leisure, elegance, and taste |
| D．Elegance, efficiency, and leisure |
Which of the following is NOT true about Frenchmen?
| A．Many of them prefer the modern life style. |
| B．They actually enjoy working at the assembly line. |
| C．They are more concerned with money than before. |
| D．They are more competitive than the old generation. |
The passage suggests that _________.
| A．in pursuing material gains the French are suffering losses elsewhere |
| B．it’s now unlikely to see a Frenchman enjoying a stroll by the river |
| C．the French are fed up with the smell of freshly picked apples |
| D．great changes have occurred in the life style of all Frenchmen |
Which of the following is true about the critics?
| A．Critics are greater in number than people enjoying the new way of life. |
| B．Students critics are greater in number than critics in other fields. |
| C．Students critics have, on occasion, resorted to violent means against the trend. |
| D．Critics are concerned solely with the present and not the future. |
Which of the following best states the main idea of the passage?
| A．Changes in the French Way of Life |
| B．Criticism of the New Life Style |
| C．The Americanization of France |
| D．Features of the New Way of Life |
1685 was a very good year for German composers. Within the space of a month, two of the greatest were born: Johann Sebastian Bach and George Frideric Handel.
Handel’s father was a barber and surgeon, which sounds like a strange combination today, but back then those occupations went hand in hand. Even though Handel was very interested in music, his father didn’t think that was a good way to earn a living, so he wanted his son to be a lawyer. The story goes that Handel smuggled a quiet piano into the house so that he could practice in secret.
One day, Handel went along when his father went to shave a duke. While his father was working, Handel sat down and played the duke’s organ. The duke was so impressed that he convinced Handel’s father to let his son study music, and Handel finally got to learn how to compose.
Handel soon discovered that what he liked most was opera. In fact, he was so passionate about opera that he even fought a duel (决斗) over it with one of his friends. Since Italy was the place to learn about opera composing, Handel went off to Italy to study. When he got home, he got a job as court composer for a German prince.
Having landed such a wonderful job, Handel immediately asked his boss for time off. He wanted to go to England, where he’d heard that there weren’t nearly enough composers to satisfy the British taste for Italian opera.
After great success writing opera in London, Handel came back to Germany. Then fate played a funny trick on Handel and his boss. The Queen of England died, and it just so happened that the prince Handel worked for was next in line to the British throne. When he arrived in London as King George, followed Handel, his court composer in Germany.
In addition to serving the King, Handel became one of the most successful opera composers of his time. And he also produced them and traveled all over Europe to hire the best singers. There are stories of battles with rival opera producers and of fights between rival singers. Handel apparently had quite a temper.
If you ever go to London, look for Handel’s grave in Westminster Abbey, where there’s a wonderful monument to him.How did Handel begin to learn to compose?
| A．His father was sure of his future success. |
| B．His performance impressed a duke. |
| C．He begged his father to send him to Italy. |
| D．He practiced hard and taught himself music. |
What does the underlined word “smuggled” mean in the passage?
| A．bought secretly | B．took secretly |
| C．carried in advance | D．possessed personally |
Why did Handel later settle down in Britain instead of Germany?
| A．Because he could find better jobs in London. |
| B．Because he enjoyed greater fame in London. |
| C．Because his boss became King of Britain and brought him along. |
| D．Because London was a wonderful place to learn about opera. |
Which of the following words can NOT be used to describe Handel, as shown in the passage?
| A．bad-tempered | B．talented | C．enthusiastic | D．optimistic |
Which of the following statements is WRONG according to the passage?
| A．Handel was born in the same year with Bach. |
| B．Many people worked both as a barber and a surgeon. |
| C．Handel quit his job to learn about opera in Italy. |
| D．Handel was buried in London and was built a monument. |
“Mum, what does it mean when someone tells you that they have a skeleton (骨骼) in the closet (衣橱)?” Jessica asked. “A skeleton in the closet?” her mother paused thoughtfully. “Well, it’s something that you would rather not have anyone else know about. For example, if in the past, someone in Dad’s family had been arrested for stealing a horse, it would be ‘a skeleton in his family’s closet’. He really wouldn’t want any neighbor to know about it.”
“Why pick on my family?” Jessica’s father said with anger. “Your family history isn’t so good, you know. Wasn’t you great-great grandfather a prisoner who was transported to Australia for his crimes?” “Yes, but people these days say that you are not a real Australian unless your ancestors arrived as prisoners.” “Gosh, sorry for my asking. I think I understand now,” Jessica cut in before things grew worse.
After dinner, the house was very quiet. Jessica’s parents were still quite angry with each other. Her mother was ironing clothes and every now and then she glared at her husband, who hid behind his newspaper, pretending to read. When she finished, she gathered the freshly pressed clothes in her arms and walked to Jessica’s closet. Just as she opened the door and reached in to hang a skirt, a bony arm stuck out from the dark depths and a bundle of white bones fell to the floor. Jessica’s mother sank into a faint (晕倒), waking only when Jessica put a cold, wet cloth on her forehead. She looked up to see the worried faces of her husband and daughter.
“What happened? Where am I?” she asked. “You just destroyed the school’s skeleton, Mum,” explained Jessica. “I brought it home to help me with my health project. I meant to tell you, but it seemed that as soon as I mentioned skeletons and closets, it caused a problem between you and Dad.” Jessica looked in amazement as her parents began to laugh madly. “They’re both crazy,” she thought.According to Jessica’s mother, “a skeleton in the closet” means ______.
| A．a family honor | B．a family secret | C．a family story | D．a family treasure |
What can we learn about some Australian’s ancestors from Paragraph 2?
| A．They were brought to Australia as prisoners. |
| B．They were the earliest people living in Australia. |
| C．They were involved in some crimes in Australia. |
| D．They were not regarded as criminals in their days. |
Jessica’s mother fell down into a faint because she was ______.
| A．knocked | B．frightened | C．injured | D．surprised |
Why did Jessica bring a skeleton home?
| A．She was very curious about it. |
| B．She planned to keep it for fun. |
| C．She needed it for her school task. |
| D．She intended to scare her parents. |
Jessica’s parents laughed madly at the end of the story probably because ______.
| A．they were quite crazy |
| B．they realized their misunderstanding |
| C．they were overexcited |
| D．they both thought they had won the quarrel |
Grown-ups know that people and objects are solid. At the movies, we know that if we reach out to touch Tom Cruise, all we will feel is air. But does a baby have this understanding?
To see whether babies know objects are solid. T. Bower designed a method for projecting an optical illusion (视觉影像) of a hanging ball. His plan was to first give babies a real ball, one they could be expected to show surprise in their faces and movements. All the 16 to 24-week-old babies tested were surprised when they reached for the illusion and found that the ball was not there.
Grown-ups also have a sense of object permanence. We know that if we put a box in a room and lock the door, the box will still be there when we come back. But does a baby realize that a ball that rolls under a chair does not disappear and go to never-never land (想像中的地方)?
Experiments done by Bower suggest that babies develop a sense of object permanence when they are about 18 weeks old. In his experiments, Bower used a toy train that went behind a screen. When 16-week-old and 22-week-old babies watched the toy train disappear behind the left side of the screen, they looked to the right, expecting it to re-appear. If the experiment took the train off the table and lifted the screen, all the babies seemed surprised not to see the train. This seems to show that all the babies had a sense of object permanence. But the second part of the experiment showed that this was not really the case. The researcher substituted (替换) a ball for the train when it went behind the screen. The 22-week-old babies seemed surprised and looked back to the left side for the train. But the 16-week-old babies did not seem to notice the switch (更换). Thus, the 16-week-old babies seemed to have a sense of “something permanence,” while the 22-week-old babies had a sense of object permanence related to a particular object.The passage is mainly about ______.
| A．babies’ sense of sight |
| B．effects of experiments on babies |
| C．babies’ understanding of objects |
| D．different tests on babies’ feelings |
. In Paragraph 3, “object permanence” means that when out of sight, “object ______”.
| A．still exists | B．keeps its shape | C．still stays solid | D．is beyond reach |
. What did Bower use in his experiments?
| A．A chair & a screen | B．A screen & a train | C．A film & a train | D．A box & a chair |
Which of the following statements is true?
| A．The babies didn’t have a sense of direction. |
| B．The older babies preferred toy trains to balls. |
| C．The younger babies liked looking for missing objects |
| D．The babies couldn’t tell a ball from its optical illusion. |
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