Making an advertisement for television often costs more than a movie．For example, a two-hour movie costs $ 6 million to make．A TV commercial can cost more than $ 6 000 a second．And that does not include cost of paying for air time(電視節(jié)目開始的時間)．Which is more valuable, the program or the ad? In terms of money--and making money is what television is all about  the commercial is by far the more important．
Research, market testing, talent, time and money-----all come together to make us want to buy a product．No matter how bad we think a commercial is, it works．The sales of Charm went up once the ads began．TV commercials actually buy their way into our head．We, in turn, buy the product．
And the ads work because so much time an attention are given them．Here are some rules of commercial ad making．If you want to get the low middle-class buyer, make sure the announcer has a tough, manly voice．Put some people in the ad who work with their hands．If you want to sell to upper-class audience, make sure that the house, the furniture, and the hair style are the types that the group identifies (識別) with．If you want the buyer feel superior to the character selling the product, then make that person so stupid or silly that everyone will feel great about himself or herself
We laugh at commercials．We don't think we pay that much attention them．But facts show we are kidding ourselves．The making of a commercial that costs so much money is not kid stuff．It's big, big business．And it's telling us what to think, what we need, and what to buy．To put  it simply, the TV commercial is a form of brainwashing．
小題1:TV commercials are more important than other programs to television because _______．
A．they bring in great profits (利潤)B．they require a lot of money to make
C．they are not difficult to produceD．they attract more viewers than other programs
小題2:The purpose of all the efforts made in turning out TV commercials is ________．
A．to persuade people to buy the productB．to show how valuable the product is
C．to test the market value of the productD．to make them as interesting as TV movies
小題3:From the rules set for making commercial ads, we can see that_________．
A．the lower-middle-class buyer likes to work with his hand
B．the more stupid the characters, the more buyers of the product
C．a(chǎn)d designers attract different people with different skills
D．a(chǎn)n upper-class buyer is more interested in houses and furniture than a lower-middle-class buyer
小題4:It is believed by the writer that_________．
A．few people like to watch TV commercials
B．TV commercials are a good guide to buyers
C．TV commercials often make people laugh
D．people do not think highly of TV commercials
 
小題1:A
小題2:A
小題3:C
小題4:D

小題1:從文章整體來看，強調(diào)了商業(yè)廣告的是重要的，目的是為掙錢．參看文章第一段最后一句話．
小題2:題干強調(diào)的是電視商業(yè)廣告的目的，很明顯是讓消費者購買．
小題3:注意題干中有一詞rules，可參看文章第三段．第二句開始講述對不同階層的人電視廣告要采用不同的方法，其目的就是要吸引不同的人購買物品．
小題4:閱讀整篇文章不難看出人們對電視廣告的態(tài)度并不是很好．A中few people不正確；B中g(shù)ood guide不正確；C中often不正確．
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 （糖尿病）. 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

nickname is a shortened form of a person's name. A nickname also can be a descriptive name for a person, place or thing. Many American cities have nicknames. These can help establish an identity, spread pride among citizens and build unity.
A few years ago, some marketing and advertising experts were asked to name the best nickname for an American city. The winner was the nation's largest city, New York. The top nickname was The Big Apple.
You might wonder how New York got this nickname. In the early nineteen seventies, the city had many problems. The number of visitors was falling. So a campaign was launched to give the city a new image. The head of the New York Conventions and Visitors Bureau decided to call the city, The Big Apple.
There are several explanations for where this name came from. Language expert Barry Popik studied the question and wrote about it on his Web site. He says John Fitz Gerald, a writer for a New York newspaper, used the name The Big Apple to mean New York in the nineteen twenties. Mister Fitz Gerald wrote about horse races. He heard the name used by men who worked at a racetrack in New Orleans, Louisiana.
Mister Fitz Gerald wrote: "The Big Apple. The dream of every lad that ever threw a leg over a thoroughbred and the goal of all horsemen. There's only one Big Apple. That's New York."
In horse racing, the expression meant "the big time," the place where large amounts of money could be won. The Big Apple became the name of a night club in the Harlem area of New York City in nineteen thirty-four. It also was the name of a popular dance and a hit song in the nineteen thirties.
But it is not the only nickname for America's largest city. Barry Popik's web site lists almost one hundred nicknames that describe New York. The best known are The Capital of the World. Empire City. Gotham. The City So Nice They Named it Twice. And, The City That Never Sleeps. You can hear about the city in the song, "New York, New York," by Frank Sinatra.
小題1:Why do many American cities have nicknames?（回答詞數(shù)不超過15個）
小題2:What did John Fitz Gerald write about for the New York newspaper?（回答詞數(shù)不超過5個）
小題3:Besides “The Big Apple”, how many best known nicknames that describe New York are listed according to Barry Popik's web site?（回答詞數(shù)不超過2個）

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解


Nowadays people are troubled by the violence that spreads throughout the media. Movies, television and video games are full of gunplay and bloodshed, and one might reasonably ask what’s wrong with a society that presents videos of violence as entertainment.
Viewing large amounts of violent television and video games may well contribute to violent behavior in certain individuals. The trouble comes when researchers downplay uncertainties in their studies or overstate the case for causality（因果關(guān)系）. Skeptics were dismayed several years ago when a group of societies including the American Medical Association tried to end the debate by issuing a joint statement: “At this time, well over 1,000 studies… point to a causal connection between media violence and aggressive behavior in some children.”
Freedom-of-speech advocates accused the societies of catering to politicians, and even disputed the number of studies (most were review articles and essays, they said). When Jonathan Freedman, a social psychologist at the University of Toronto, reviewed the literature, he found only 200 or so studies of television-watching and aggression. And when he weeded out “the most doubtful measures of aggression”, only 28% supported a connection.
The critical point here is causality. The alarmists say they have proved that violent media cause aggression. But the assumptions behind their observations need to be examined. When labeling games as violent or non-violent, should a hero eating a ghost really be counted as a violent event? And when experimenters record the time it takes game players to read “aggressive” or “non-aggressive” words from a list, can we be sure what they are actually measuring? The intention of the new Harvard Center on Media and Child Health to collect and standardize studies of media violence in order to compare their methodologies, assumptions and conclusions is an important step in the right direction.
Another appropriate step would be to tone down the criticism until we know more. Several researchers write, speak and testify quite a lot on the threat posed by violence in the media. That is, of course, their privilege. But when doing so, they often come out with statements that the matter has now been settled, drawing criticism from colleagues. In response, the alarmists accuse critics and news reporters of being deceived by the entertainment industry. Such clashes help neither science nor society.
小題1:Why is there so much violence shown in movies, TV and video games?
A．Showing violence is thought to be entertaining.
B．Something has gone wrong with today’s society
C．Many people are fond of gunplay and bloodshed.
D．There is a lot of violence in the real world today.
小題2:What is the skeptics’ view of media violence?
A．Violence on television is fairly accurate reflection of real-world life.
B．Most studies exaggerate (夸大) the effect of media violence on the viewers.
C．A causal relationship exists between media and real-world violence.
D．The influence of media violence on children has been underestimated.
小題3:The author uses the term “alarmists” to refer to those who _________.
A．use standardized measurements in the studies of media violence
B．initiated the debate over the influence of violent media on reality
C．insist on a direct link between violent media and aggressive behavior
D．use appropriate methodology in examining aggressive behavior
小題4:The underlined phrase “weeded out” in Paragraph 3 most probably means _________.
A．got rid of things that are not good B．removed unwanted parts from something
C．picked out things that are useful D．took away unnecessary details of a report
小題5:What does the writer think of the debate concerning the relationship between the media and violence?
A．He more than agrees with the views held by the alarmists.
B．It should come to an end since the matter has now been settled.
C．The past studies in this field have proved to be misleading.
D．More studies should be conducted before conclusions are drawn.

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

People in the United States honor their parents with 2 special days: Mother's Day on the second Sunday in May and Father's Day on the 3rd Sunday in June. These days are to show love and respect for parents. They raise their children and educate them to be responsible citizens.They give love and care. These two days offer an opportunity to think about the changing roles of mothers and fathers. More mothers now work outside the home and more fathers must help with child-care.
These two special days are celebrated in many different ways. On Mother's Day, people wear carnations. A red one symbolizes a living mother. A white one shows that the mother is dead. Many people attend religious services to honor parents. It's also a day when people whose parents are dead visit the cemetery. On these days families get together at home as well as in restaurants. They often have outdoor barbecues for Father's Day. These are days of fun and good feelings and memories.?
Another tradition is to give cards and gifts. Children make them in school. Many people make their own presents. These are more valued than those bought in stores. It's not the ?value? of the gift that is important, but “the thought that counts”. Greeting card stores,florists,candy makers, bakers, phone companies and other stores do lots of business during these holidays.?
小題1:Which is not a reason for children to show love and respect for parents?
A．Parents bring up children.?
B．Parents give love and care to children.?
C．Parents educate children to be good persons.?
D．Parents pass away before children grow up.?
小題2:What can we learn from the passage?
A．Both festivals are in May.?
B．Fewer women worked outside the home in the past.?
C．Not all the children respect their parents.?
D．Fathers are not as important as mothers at home.?
小題3:What do you know about “carnation”??
A．It only has two kinds of color.?
B．It refers to the special clothes people wear on Mother's Day.?
C．It's a kind of flower showing love and best wishes.?
D．People can wear them only on the second Sunday in May.?
小題4:On Mother's Day and Father's Day _______.
A．people usually have family parties
B．everyone goes to the cemetery?
C．children always go to parents' home
D．hand-made cards are the most valuable gifts?

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(xué)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：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

Saving the Planet with Earth-Friendly Bamboo Products
Jackie Heinricher’s love affair with bamboo started in her backyard. “As a child, I remember playing among the golden bamboo my dad had planted, and when there was a slight wind, the bamboos sounded really musical.”
A fisheries biologist, Heinricher, 47, planned to work in the salmon industry in Seattle, where she lived with her husband, Guy Thornburgh, but she found it too competitive. Then her garden gave her the idea for a business: She’d planted 20 bamboo forests on their seven-acre farm. 
Heinricher started Boo-Shoot Gardens in 1998. She realized early on what is just now beginning to be known to the rest of the world. It can be used to make fishing poles, skateboards, buildings, furniture, floors, and even clothing. An added bonus: Bamboo absorbs four times as much carbon dioxide as a group of hardwood trees and releases 35 percent more oxygen.
First she had to find a way to mass-produce the plants—a tough task, since bamboo flowers create seed only once every 50 to 100 years. And dividing a bamboo plant frequently kills it.
Heinricher appealed to Randy Burr, a tissue culture expert, to help her. “People kept telling us we’d never figure it out,” says Heinricher. “Others had worked on it for 27 years! I believed in what we were doing, though, so I just kept going.”
She was right to feel a sense of urgency. Bamboo forests are being rapidly used up, and a United Nations report showed that even though bamboo is highly renewable, as many as half of the world’s species are threatened with dying out. Heinricher knew that bamboo could make a significant impact on carbon emissions (排放) and world economies, but only if huge numbers could be produced. And that’s just what she and Burr figured out after nine years of experiments—a way to grow millions of plants. By placing cuttings in test tubes with salts, vitamins, plant hormones, and seaweed gel, they got the plants to grow and then raised them in soil in greenhouses.
Not long after it, Burr’s lab hit financial difficulties. Heinricher had no experience running a tissue culture operation, but she wasn’t prepared to quit. So she bought the lab.
Today Heinricher heads up a profitable multimillion-dollar company, working on species from all over the world and selling them to wholesalers. “If you want to farm bamboo, it’s hard to do without the young plants, and that’s what we have,” she says proudly.
56. What was the main problem with planting bamboo widely?
A. They didn’t have enough young bamboo.
B. They were short of money and experience.
C. They didn’t have a big enough farm to do it.
D. They were not understood by other people.
57. What does Heinricher think of bamboo?
A. Renewable and acceptable                                               B. Productive and flexible.
C. Useful and earth-friendly.                                  D. Strong and profitable.
58. The underlined word “renewable” in Paragraph 6 probably means “________”.
A. able to be replaced naturally                B. able to be raised difficultly
C. able to be shaped easily                    D. able to be recycled conveniently
59. What do you learn from the passage?
A. Heinricher’s love for bamboo led to her experiments in the lab.
B. Heinricher’s determination helped her to succeed in her work.
C. Heinricher struggled to prevent bamboo from disappearing.
D. Heinricher finally succeeded in realizing her childhood dream.

查看答案和解析>>

同步練習冊答案