Advertisers Perform a Useful Service to the Community
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(完成的,實現(xiàn)的)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 ‘a(chǎn)gony’ 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!
1. 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.
2. The attitude of the author toward advertisers is
A. appreciative.    B.  trustworthy.   
C. critical.     D.  dissatisfactory.
3. 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.
4. 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.
5. The passage is_______________
A. Narration.     B.  Description.
C. Criticism.     D.  Argumentation.

小題1:C
小題2:A
小題3:A
小題4:C
小題5:C

文章以因果、對比的手法寫出有沒有廣告的后果及廣告的真正作用。文章首先指出廣告商遭批評的原因：廣告商夸大和人們認為廣告浪費錢財、商品價格就搞；然后作者以有無廣告的后果突出其功能，沒有廣告，商品價更高，生活單調(diào)、乏味。有了廣告，商品價低，生活豐富多彩，人們獲取各種信息。
答案詳解
小題1:廣告對社會的服務(wù)很有用。作者從三方面來敘述廣告作用：第二段點出如果廣告不為產(chǎn)品開辟廣大的市場，我們就得付出很多錢，正是因為大量的廣告費用，消費者的商品才會那么便宜。廣告除銷售商品外，其重要的功能在通知/告訴信息，有關(guān)家用商品的許多只是來自廣告，還有新產(chǎn)品的介紹。
第三段講了美化環(huán)境功能。如果火車站的墻上和報上沒有廣告，那會怎么樣。一幅悅?cè)诵哪�，機智的廣告將改變一切。
第四段講了它為我們省錢：別忘了廣告對我們口袋作出積極的貢獻。報紙、電臺、電視臺公司沒有這筆收入很難生存。我們的報紙，我們付給很少，或者說，我們能享受那么多的節(jié)目完全是因為廣告商花的錢。如果要我們付報紙的全價，那我們要花多少錢！
最后一段講了各種專欄的功能。人們可以在這些欄目找工作、買賣房子、宣布婚喪嫁娶信息。這些都圍著一個中心：廣告對社會服務(wù)的有用性。
A. 廣告。太籠統(tǒng)。B. 廣告之優(yōu)點。文章不是講優(yōu)點，而是講服務(wù)于社會的功能。D. 廣告費用。
小題2:欣賞/贊賞。從上述注釋也可推知是A項。最重要的，作者提出種種功能，是為了反駁第一段內(nèi)提到的論點：完全是非生產(chǎn)企業(yè)每年吸收幾百萬鎊，這說明這些大公司利潤有多高。最重要的是消費者付的廣告費等。反駁更說明了A項對。
B. 值得信任。 C. 批評。 D. 不滿意。
小題3:因為廣告商常常愛吹，。見難句譯注1.。
B. 因為批評者認為廣告浪費錢。 C. 因為廣告促使消費者購買不必要的東西。 D. 因為消費者支付更多。
小題4:優(yōu)質(zhì)產(chǎn)品不需要廣告。一切產(chǎn)品都需要廣告，新產(chǎn)品、老產(chǎn)品都需要。
A. 廣告對我們的口袋作出貢獻。 B. 我們可以買到我們所需的。 D. 廣告使我們生活豐富多彩。這三條都提到也是真實的。
小題5:文章一開始就提到對廣告的批評，然后作者以對比的手法說明其功能。A. 敘事。B. 描寫。 D. 議論
練習冊系列答案
相關(guān)習題

科目：高中英語 來源：不詳 題型：閱讀理解

How to Be a Winner
Sir Steven Redgrave
Winner of 5 Olympic Gold Medals
“In 1997 I was found to have developed diabetes （糖尿�。�. Believing my career （職業(yè)生涯）was over, I felt extremely low. Then one of the specialists said there was no reason why I should stop training and competing. That was it----the encouragement I needed. I could still be a winner if I believed in myself. I am not saying that it isn’t difficult sometimes. But I wanted to prove to myself that I wasn’t finished yet. Nothing is to stand in my way.”
Karen Pickering
Swimming World Champion
“I swim 4 hours a day, 6 days a week. I manage that sort of workload by putting it on top of my diary. This is the key to success—you can’t follow a career in any field without being well-organized. List what you believe you can achieve. “Trust yourself, write down your goals for the day, however small they are, and you’ll be a step closer to achieving them.”
Kirsten Best
Poet ＆ Writer
“When things are getting hard, a voice inside my head tells me that I can’t achieve something. Then, there are other distractions, such as family or hobbies. The key is to concentrate. When I feel tense, it helps a lot to repeat words such as ‘calm’, ‘peace’ or ‘focus’, either out loud or silently in my mind. It makes me feel more in control and increases my confidence. This is a habit that can become second nature quite easily and is a powerful psychological （心理的） tool.”
小題1:What does Sir Steven Redgrave mainly talk about?
A．Difficulties influenced his career.
B．Specialists offered him medical advice.
C．Training helped him defeat his disease.
D．He overcame the shadow of illness to win.
小題2:What does Karen Pickering put on top of her diary?
A．Her training schedule.
B．Her daily happenings.
C．Her achievements.
D．Her sports career.
小題3:What does the underlined word “distractions” probably refer to?
A．Ways that help one to focus.
B．Words that help one to feel less tense.
C．Activities that turn one’s attention away.
D．Habits that make it hard for one to relax.
小題4:According to the passage, what do the three people have in common?
A．Courage.
B．Devotion.
C．Hard work.
D．Self-confidence.

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

The Internet has led to a huge increase in credit-card (信用卡) fraud. Your card information could even be for sale in an illegal web site(非法網(wǎng)站).
Web sites offering cheap goods and services should be regarded with care.
On-line shoppers who enter their credit-card information may never receive the goods they thought they bought. The thieves then go shopping with your card number — or sell the information over the Internet. Computers hackers(黑客) have broken down security(安全) systems, raising questions about the safety of cardholder information. Several months ago, 25, 000 customers of CD Universe, an on-line music retailer(零售商), were not lucky. Their names, addresses and credit-card numbers were posted on a Web site after the retailer refused to pay US $157, 828 to get back the information.
Credit-card firms are now fighting against on-line fraud. Mastercard is working on plans for Web — only credit card, with a lower credit limit. The card could be used only for shopping on-line. However, there are a few simple steps you can take to keep from being cheated(欺騙).
Ask about your credit-card firm’s on-line rules: Under British law, cardholders have to pay the first US $78 of any fraudulent(欺騙性的) spending.
And shop only at secure sites; Send your credit-card information only if the Web site offers advanced secure system.
If the security is in place, a letter will appear in the bottom right-hand corner of your screen. The Website address may also start https: //—the extra “s” stands for secure. If in doubt, give your credit-card information over the telephone.
Keep your password(密碼) safe: Most on-line sites require a user name and password before placing an order. Treat your passwords with care.
小題1:What do most people worry about the Internet according to this passage?
A．A lot of stolen credit-cards were sold on the Internet.B．Fraud on the Internet.
C．Many Web sites are destroyed.D．Many illegal Web sites are on the Internet.
小題2:What is the meaning of “fraud”?
A．Cheating.B．Sale. C．Payment. D．Safety.
小題3: How can the thieves get the information of the credit card?
A．The customers give them the information.
B．The thieves steal the information from Web sites.
C．The customers sell the information to them.
D．The thieves buy the information from credit-card firms.
小題4:How many pieces of advice does the passage give to you?
A．Four.B．Three.C．Five.D．Six.
小題5:You are shopping on the site: http: // www. Shopping. com, and you want to buy a TV set, what does this article suggest to do?
A．Order the TV set at once.B．Do not buy the TV set on this site.
C．E-mail the site your credit-card information.
D．Tell the site your password and buy the TV set for you.

查看答案和解析>>

科目：高中英語 來源：不詳 題型：完形填空

Around the world more and more people are ___1___ dangerous sports and activities. Of course there have always been people who have ___2___ adventure—those who have climbed the ___3___ mountains, explored unknown parts of the world or ___4___ in small boats across the greatest oceans. Now, however, there are people who look for an immediate pleasure from a ___5___ activity which may only last a few minutes or even ___6___.
I would consider bungee jumping to be a good example of such an activity. You ___7___ from a high place about 200 meters above the ground with an elastic rope ___8___ to your ankles. You ___9___ at up to 150 kilometers an hour until the rope stops you from ___10___ the ground. It is said that 2 million people around the world have now ___11___ bungee jumping. Other activities, ___12___ most people would say are as dangerous as bungee jumping, ___13___ jumping from tall buildings and ___14___ into the sea from the top of high rocks.
Why do people take part in such activities as these? Some psychologists(心理學家) suggest that it is because life in ___15___ societies has become safe and boring. Not very long ago, people’s lives were constantly under ___16___. They had to go out and hunt for ___17___, and life was a continuous battle for survival.
Nowadays, according to many people, life offers ___18___ excitement. They live and work in relatively safe condition; they buy food in shops; and there are doctors and hospitals to ___19___ them if they become ill. The answer for some of these people is to ___20___ danger in activities such as bungee jumping.
1. A. escaping from       B. taking part in     C. going in     D. taking in
2. A. looked up      B. looked into C. looked for  D. looked around
3. A. lowest    B. highest       C. beautiful    D. wild
4. A. sailed     B. swam  C. jumped      D. crossed
5. A. safe B. excited       C. funny  D. dangerous
6. A. years      B. seconds      C. hours  D. days
7. A. jump      B. run     C. walk   D. cross
8. A. followed B. tied     C. brought      D. took
9. A. go   B. run     C. fall     D. fly
10. A. falling  B. running      C. flying D. hitting
11. A. tried     B. looked for  C. found  D. studied
12. A. that      B. which C. it D. what
13. A. hold     B. include       C. find    D. contain
14. A. swimming    B. running      C. diving D. sailing
15. A. old       B. modern      C. past    D. formal
16. A. safety   B. imperfection      C. danger       D. perfection
17. A. animals B. food   C. water  D. dangers
18. A. few      B. little   C. much  D. many
19. A. look at  B. look into    C. look for     D. look after
20. A. look for       B. look after   C. explore      D. find

查看答案和解析>>

科目：高中英語 來源：不詳 題型：完形填空

Professional sports are very popular in the United States and they are big business. The most popular sports are basketball, football and baseball. ___1___ has its own season. And ___2___ supporters. Professional teams are named for the cities ___3___ they are located. When a team plays in a championship game, most people in the city ___4___ the game with interest and enthusiasm. Basketball is ___5___ around the world. Professional basketball games in the US ___6___ indoors during winter months. From November to April ___7___ can find a professional basketball game several nights a week in most large ___8___ cities. Basketball is an American sport. It ___9___ the national pastime.
The game is played in the evening ___10___ every night of the week and ___11___ weekends as well. The season begins in April and ___12___ in the October. Football ___13___ most popular professional sport in the US. It is played on Sundays ___14___ the fall from August to January. American football is different ___15___ international football, ___16___ Americans called soccer. Both games require ___17___ and specialized skills. Professional players are very ___18___.The most famous players ___19___ millions of dollars for their playing skill. American best players have higher ___20___ than the country’s president.
1. A. Every     B. Both   C. Each   D. All
2. A. million   B. millions     C. million of   D. millions of
3. A. when      B. where C. who    D. whose
4. A. follow    B. walk   C. run     D. jump
5. A. well-known   B. well    C. known       D. fame
6. A. played    B. is played    C. plays   D. are played
7. A. somebody      B. one     C. anyone       D. everybody
8. A. America B. England     C. American   D. English
9. A. was called      B. has been called   C. is called     D. be called
10. A. nearly   B. close   C. closely       D. near
11. A. at  B. in       C. on      D. during
12. A. finish   B. finishing    C. finished      D. finishes
13. A. became B. is become   C. is becoming       D. has become
14. A. during  B. while  C. on      D. at
15. A. of B. from   C. with    D. about
16. A. when    B. that     C. where D. which
17. A. strong   B. strength    C. strengthen  D. stronger
18. A. well pay      B. good pay  C. well paid    D. good paid
19. A. make    B. had     C. got     D. received
20. A. money  B. salaries       C. pay     D. wage

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

Heading back to the room for dinner and a hot shower may sound like the act of a tired tourist ,but in a traditional Japanese inn ─ or ryokan ─ those activities can be as interesting as anything along the sightseeing trail.“People going looking for a sort of nostalgic(懷舊的),old-fashioned ,and traditional view of Japanese life will find it most easily in a ryokan,”said Peter Grilli, the president of Japan Society of Boston, Massachusetts.
Many ryokans sprang up in the 17th century to put up feudal lords traveling along the Tokaido highway to Edo(now Tokyo). Today tourists looking for a taste of the country’s historic lifestyle find varying levels of understated elegance in ryokans throughout the country.
A typical stay starts with a greeting from the inn’s staff and a change from street shoes into slippers .An attendant leads guests to their rooms, where slippers are removed before walking on the rice-straw flooring, called tatami. Walking slowly along behind a kimonoclad（身穿和服的）attendant on the creaky wood floors of Fukuzumiro ryokan,s hallways is like stepping back in time. The inn was established in 1890 by a former samurai（武士）.
Tim Paterson ,33, a banker living in Tokyo, has stayed at several ryokans. This New Zealand native leaves after a recent stay at Fukuzumiro. “I think it’s quite good mixing culture with history and not just going to see it ,but living in it, staying in it,”he said. Sliding glass doors line the inn’s rural hallways, bringing in the sound of tricking water and the quietness of the stone and tree-filled courtyards outside.
小題1:From the first paragraph, we can see that_________________ .
A．there is no dinner and a hot shower in the ryokan
B．such activities as dinner and shower in the ryokan can take you back in time
C．such activities as dinner and shower mean the same both in ordinary inns and traditional inns
D．such activities as dinner and shower are more important than the sightseeing for tourists
小題2:What’s the purpose of building so many ryokans in the 17th century?
A．Providing rooms for the noble when they traveled.
B．Keeping the Japanese traditional style of life.
C．Making people feel elegant in the ryokan.
D．Attracting more tourists to put up in the ryokan.
小題3: Which of the following shows the right order of tourists entering the ryokan?
a. An attendant shows guests to their room;
b. The guests take off their shoes; 
c. The staff greet the guests; 
d. The guests walk on tatami; 
e. The guests take off slippers; 
f. The guests put on slippers.
A. b ; c ; d ; e ; f ; a             B. c ; b ; f ; a ; e ; d  
C. c ; a ; d ; b ; e ; f             D b ; a ; d ; e ; c ; f
小題4:From Tim Paterson’s words in the last paragraph ,we can infer that      .
A．he will never stay in such a ryokan again
B．he stays in such a ryokan just for its long history
C．he feels relaxed and culturally enriched after staying in such a ryokan
D．he would rather live in such a ryokan than go back home

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

Taiwan police cannot decide whether to treat it as an extremely eleven act of stealing or an even cleverer cheat . Either way , it could be the perfect crime (犯罪), because the criminals are birds—horning pigeons !
The crime begins with a telephone message to the owner of a stolen car : if you want the car back, pay up then, the car owner is directed to a park, told where to find a bird cage and how to attach money to the neck of the pigeon inside . Carrying the money in a tiny bag , the pigeon flies off .
There have been at least four such pigeon pick-ups in Changwa. What at first seemed like the work of a clever stay-at-home car thief, however , may in face be the work of an even lazier and more inventive criminal mind—one that avoid (避免)not only colleting money but going out to steal the car in the first place . Police officer Chen says that the criminal probably has pulled a double trick: he gets money for things he cannot possibly return . Instead of stealing cars , he lets someone else do it and then waits for the car-owner to place an ad (啟事) in the newspaper asking for help .
The theory is supported by the fact that , so far , none of the stolen cars have been returned . Also, the amount of money demanded-under 3,000 Taiwanese dollars –seems too little for a car worth many times more .
Demands for pigeon-delivered money stopped as soon as the press reported the story. And even if they start again, Chen holds little hope of catching the criminal . “We have more important things to do, ” he said .
1．After the car owner received a phone call. He          
A．went to a certain pigeon and put some money in the bag it carried
B．gave the money to the thief and had his car back in a park
C．sent some money to the thief by mail
D．told the press about it
2．The “l(fā)azier and more inventive” criminal refers to          .
A．the car thief who stays at home     
B．one of those who put the ads in the paper
C．one of the policemen in Changwa  
D．the owner of the pigeons
3．The writer mentions the fact that “none of the stolen cars have been returned” to show       .
A．how easily people get fooled by criminals
B．what Chen thinks might be correct
C．the thief is extremely clever
D．the money paid is too little
4．The underlined word “they” in the last paragraph refers to          .
A．criminals            B．pigeons
C．the stolen cars    D．demands for money
5．We may infer from the text that the criminal knows how to reach the car owners because     .
A．he reads the ads in the newspaper  
B．he lives in the same neighborhood
C．he has seen the car owners in the park 
D．he has trained the pigeons to follow them

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

Why I Don’t Spare “Spare Change”
“Poor but honest. ” “The deserving poor.” These words always come to my mind when I think of “the poor”. But I also think of people who, perhaps through alcohol or drugs, have ruined not only their own lives but also the lives of others in order to give way to their own pleasure. Perhaps alcoholism and drug addiction really are “diseases”, as many people say, but my own feeling－ based, of course, not on any serious study－is that most alcoholics and drug addicts belong to the “undeserving poor”. And that is largely why I don’t give spare change to beggars.
But surely among the street people there are also some who can rightly be called “deserving”. Deserving what? My spare change? Or simply the government’s assistance? It happens that I have been brought up to believe that it is proper to make contributions to charity（慈善機構(gòu)）, but if I give some change to a beggar, am I making a contribution to charity and thereby helping someone, or, am I perhaps simply encouraging someone not to get help? Or, maybe even worse, am I supporting a cheat?
If one believes in the value of private charity, one can either give to needy people or to charitable organizations. In giving to a beggar one may indeed be helping a person who badly needs help, but one cannot be certain that one is giving to a needy person. In giving to an organization, on the other hand, one can feel that one’s money is likely to be used wisely. True, facing a beggar one may feel that this particular unfortunate person needs help at this moment－a cup of coffee or a sandwich－and the need will not be met unless I put my hand in my pocket right now. But I have come to think that the beggars whom I meet can get along without my spare change, and indeed perhaps they are actually better off for not having money to buy alcohol or drugs.
I know nothing about these beggars, but it’s my impression that they simply prefer begging to working. I am not generalizing about street people. I am talking about the people whom I actually meet. That’s why I do not give “spare change”, and I don’t think I will in the future.
68. What does the author think of beggars who take drugs?
A. They should be given a check-up.            B. They really need money to live.
C. They have no pleasure in life.                D. They are not worth helping.
69. Why doesn’t the author give money to street people?
A. He doesn’t think they need help.                     B. He doesn’t have enough money to give.
C. He is not convinced they will use it rightly.    
D. He believes they can get help from the government.
70. In the second paragraph, the author presents his idea by_____.
A. asking questions for people to think about        B. giving examples to support his argument
C. raising questions and answering them                    D. expressing his opinions directly
71. Which of the following opinions does the author accept?
A. Drug addiction is a disease.                             B. Some street people are poor and needy.
C. Most beggars have received enough help.       
D. Charitable organizations handle money properly.

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

During the twentieth-century there has been a great change in the lives of women. A woman marrying at the end of the nineteenth century would probably have been in her middle twenties, and would be likely to have seven or eight children, of whom four or five lived till they were five years old. By the time the youngest was fifteen, the mother would have been in her early fifties and would expect to live a further twenty years, during which chance and health made it unusual for her to get paid work. Today women marry younger and have fewer children. Usually a woman's youngest child will be fifteen when she is forty-five and can be expected to live another thirty-five years and is likely to take paid work until sixty.
This important change in women's life has only recently begun to have its full effect on women's economic position. Even a few years ago most girls left school and took a full-time job. However, when they married, they usually left work at once and never returned to it. Today the school-leaving age is sixteen, many girls stay at school after that age, and though women marry younger, more married women stay at work at least until shortly before their first child is born. Very many more afterwards return to full or part-time work. Such changes have led to a new relationship in marriage, with the husband accepting a greater share of the duties and satisfactions of family life.
46. We are told that in a family in about 1900        .
A. few children died before they were five
B. seven or eight children lived to be more than five
C. the youngest child would be fifteen
D. four or five children died when they were five
47.One reason why the woman of today may take a job is that she         .
A. is younger when her children are old enough to look after themselves
B. does not like children herself
C. needn't worry about food for her children
D. can be free from family duties when she reaches sixty
48. According to the passage, it is now quite usual for women to        .
A. stay at home after leaving school         
B. marry men younger than themselves
C. start working again later in life          
D. marry while still at school
49.Many girls are now likely to       .
A. give up their jobs for good after they are married
B. leave school as soon as they can
C. marry so that they can get a job
D. continue working until they are going to have a baby
50. Now a husband probably        .
A. plays a greater part in looking after the children
B. helps his wife by doing more of the housework
C. feels dissatisfied with his part in the family
D. takes a part-time job so that he can help in the home

查看答案和解析>>

同步練習冊答案