Advertising can be a service to the customer. This is true when advertisements give reliable information about the goods advertised. Such information is needed if the customer is to make a sensible choice when he buys. It is useful in that it lets him know of the kinds of goods in the shops. Printed advertisements do this job best. Customers can collect them and compare them. They can be taken along to shops and their claims can be checked against the actual goods in the shops.
However, some advertisements are not very useful to the customer. Instead of helping him to sat­isfy his real needs, they set out to make him want things. They set out to create a need. These adver­tisements are cleverly done. The people who produce them understand our weaknesses. They set out to make us believe that what they advertise will make us cleverer, prettier and more handsome, if only we use it. Actually, it is our money they are after and we should be on guard.
Some advertisements mislead customers by using part of the truth to suggest something false, and it is skillfully made to give that idea to the careless reader, listener or viewer.
At its best advertising can be useful to the customer. At its worst it can mislead him. Many newspapers check on the goods for which the advertisements made claims. Most newspapers are very careful about the small advertisements, which try to sell goods directly to the readers by post. Many newspapers print information about this on their small advertisement pages. Advertising has become a very big business, and good firms in it do all they can to make sure it is conducted with some attention to truth. This is a help to the customer. But the best way is for customers to be on the lookout.
59. It can be inferred from the passage that advertisements can be useful if they ________.
A. how a long list of the goods advertised
B. give true information about goods        
C. tell customers what to buy
D. appear on TV and in newspapers at the same time
60. Advertisements that play on our weaknesses make us ________.
A. desire things we do not need              B. purchase the goods we need
C. attracted by them                       D. become loyal reader, listener or viewer
61. according to the text, which of the following is TRUE?
A. All advertising firms do not care to tell the truth about the goods they advertise.
B. All advertising firms only care to make money, as advertising is a big business.
C. Most advertising firms make sure that advertisements do not purposely cheat.
D. The advertised goods are often of poor quality.
62. The underlined word "They" refers to ________.
A. Goods        B. Customers            C. Shops               D. Advertisements

McDonald's founders Dick and Mac McDonald started with their little drive-in restaurant in San Bernardion ,California in the late 1940s.But McDonald's today serves 38 million customers each day,20 million of them in the USA .It's about 23 000 restaurants in more than 100 countries around the world .It's one of the world's greatest business organizations ,with most restaurants world-wide. It's one of the two most recognized and powerful brands in the world, the other being Coca-cola ,the only soft drink supplier to McDonald's today. It's a growing company, adding more than 2000 new restaurants to their system each year. They means a new McDonald's will open somewhere in the world every five hours of every day .It produces sales of more than 31 billion a year and earns net income of more than $1.5 billion annually. McDonald's opened its first restaurant in Beijing on April 23,1992.?
QSC & V has been the foundation that built McDonald's success. QSC & V stands for the McDonald's means that they ensure their customers receive food products that are result of the best ingredients（成分）,strict standards ,andproven
preparation procedures（過程）so that they will be safe, healthy ,andgreat-tasting. Service that's fast and friendly has always been a foundation for success of McDonald's principle .This means having the cleanest and freshest facilities（設備）—from the kitchen and dining-room to the rest rooms and parking lots. Value means low prices at McDonald's. Today ,value is explained to be the total experience ?includes nice food ,friendly folks ,a clean environment ,quick and right service and fun!?
1.The main purpose of the passage is to show.?
A.the start of McDonald's?
B.the hardships of the builders of McDonald's?
C.the service principles of McDonald's?
D.McDonald's success and its foundation QSC & V
2.Which of the following is NOT true??
A.Almost half of the customers of McDonald's are foreigners.?
B.Almost five new McDonald's is opening in the world each day.?
C.McDonald's has put forward its four-word business principles recently.?
D.From the very beginning McDonald's offered fast and friendly service.
3.What's McDonald's business philosophy??
A.QSC. B.QCV. C.QSC & V. D.CQ & V.
4.The underlined word “ensure” most probably means.?
A.advice B.suggest C.feel certain D.make sure

       Goods must be of proper quality ,must be as described on the package and must be fit for any particular purpose made known by the seller .Those three rules used for the goods you buy can also be used for the goods you get on hire ,or for the goods you get as part of a service.

       There are also rules which deal with the standard of services you get―from ,say ,travel agents ,shoe repairers ,hairdressers and builders. These tell you what you should expect from any service you pay for.

       A person providing a service must do so:

       ―With reasonable care and skill .You should expect a proper standard of workmanship（工藝）. A new house should have straight walls and the roof must not leak .

       ―Within a reasonable time. A shop should not take three months to repair your TV. You can always agree upon a completion time with the supplier of the service.

       You ,the customer ,must pay:

       ―A reasonable charge for a service, where no price has been fixed in advance .A trader can not expect a large payment for a small job.

64．The underlined word “these” in Paragraph 2 refers to “     ”.

       A．the services         B．the workers         C．the goods            D．the rules

65．What should the supplier do when offering a service?

       A．He should determine the completion time himself.

       B．He should provide free repairs within three months.

       C．He should make sure the service meets proper standards.

       D．He should reach an agreement on the payment with his workers.

66．The passage is trying to         .

       A．a(chǎn)sk the customer to buy goods and services of high quality

       B．a(chǎn)dvise the buyer how to pay a reasonable price for a service

       C．tell the customer what rights he has once he pays for something

       D．warn the seller what he sells must meet the buyer’s requirements

Advertising can be a service to the customer. This is true when advertisements give reliable infor??mation about the goods advertised. Such information is needed if the customer is to make a sensible choice when he buys. It is useful in that it lets him know of the kinds of goods in the shops. Printed advertisements do this job best. Customers can collect them and compare them. They can be taken along to shops and their claims can be checked against the actual goods in the shops.

however, some advertisements are not very useful to the customer. Instead of helping him to sat??isfy his real needs, they set out to make him want things. They set out to create a need. These adver??tisements are cleverly done. The people who produce them understand our weaknesses. They set out to make us believe that what they advertise will make us cleverer, prettier and more handsome, if only we use it. Actually, it is our money they are after and we should be on guard.

Some advertisements mislead customers by using part of the truth to suggest something false, and it is skillfully made to give that idea to the careless reader, listener or viewer.

At its best advertising can be useful to the customer. At its worst it can mislead him. Many newspapers check on the goods for which the advertisements made claims. Most newspapers are very careful about the small advertisements, which try to sell goods directly to the readers by post. Many newspapers print information about this on their small advertisement pages. Advertising has become a very big business, and good firms in it do all they can to make sure it is conducted with some attention to truth. This is a help to the customer. But the best way is for customers to be on the lookout.

It can be inferred from the passage that advertisements can be useful if they ________.

A. how a long list of the goods advertised

B. give true information about goods          

       C. tell customers what to buy

D. appear on TV and in newspapers at the same time

Advertisements that play on our weaknesses make us ________.

A. desire things we do not need    B. purchase the goods we need

C. attracted by them       D. become loyal reader, listener or viewer

according to the text, which of the following is TRUE?

A. All advertising firms do not care to tell the truth about the goods they advertise.

B. All advertising firms only care to make money, as advertising is a big business.

C. Most advertising firms make sure that advertisements do not purposely cheat.

D. The advertised goods are often of poor quality.

The underlined word "They" refers to ________.

A. Goods       B. Customers               C. Shops               D. Advertisements

       At one time no one could travel on an English road faster than four miles an hour. That was the law until 1896. A man had to walk in front of a car which could not go faster than the man. At night the man had to carry a red lamp.

       Once Charles Rolls brought a car from France to England, but he wanted to drive faster than four miles an hour .In order to have no trouble with the police, he had a talk with some of the police officers, who ordered their policemen to look the other way when the car came along the road. This was a good plan in the country, but not so easy to follow in the busy streets of London.

       One night Rolls and some friends started from London on their journey to Cambridge. One of the men walked in front with the red lamp, but he walked as fast as he could. The police became very interested in walls and shop-fronts when they heard the car, and not one of them saw it.

       They reached a hill; but what a waste of time it was to drive down the hill at four miles an hour! Rolls was getting ready to jump into the car; but then he noticed a policeman who was not looking the other way. The slow car reached him.

       “Good evening,” said the policeman, looking at the car.

       “Good evening,” said Rolls, holding the lamp.

       “One of these horseless things,” said the policeman, looking at it with interest.

       “Yes,” said Rolls, and waited.

       “I’ve often wanted a ride in one; but of course policemen can’t buy things like that.” He turned and looked hopefully in Rolls’s face.

       “Jump in,” said Rolls.

       “Thanks,” said the policeman, and did so. “Now,” he said, sitting down, “you can let it go just as you like down this hill. There isn’t another policeman on this road for a mile and a half.”

60．The policemen were told “to look the other way” (the underlined part in Paragraph 2) so that        .

       A．they could watch the car coming from the other direction

       B．the car could go faster than four miles an hour

       C．they could make sure no one was in the way

       D．the car would not hit them on the road

61．In what way did the policemen carry out the order from their officers?

       A．They greeted Rolls when the car came along.

       B．They walked in front of the car with a red lamp.

       C．They pretended to be attracted by something else.

       D．They stood on duty every 1.5 miles along the road.

62．The policeman who said “Good evening” to Rolls wanted to       .

       A．teach Rolls a lesson                                   B．take a free ride home

       C．have a talk with Rolls                                D．have a car ride experience

63．After the policeman jumped into the car, Rolls       .

       A．dared not drive the car faster than he was allowed to

       B．could drive as fast as he wished within a certain distance

       C．could drive on any road he liked for the rest of the journey

       D．drove his car as fast as he could down the hill to Cambridge