题目
题型：同步题难度：来源：
costs $6 million to make. A TV commercial (商业广告) can cost more than $6,000 a second. And that does
not include cost of paying for air time (电视节目开始的时间). 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 and attention are given to them. Here are some rules of commercial
ad making. If you want to get the lower-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 (观
众), make sure that the house, the furniture, and the hair style are the types that the group identifies (识别)
with. If you want the buyer to feel superior (胜过) to the character selling the product, then make that person
so sfupid or silly that everyone will feel great about himself or herself.
We laugh at commercials. We don"t think we pay that much attention to 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 (洗脑).
B. they require a lot of money to make
C. they are not difficult to produce
D. they attract more viewers than other programs
B. to show how valuable the product is
C. to test the market value of the product
D. to make them as interesting as TV movies
B. the more stupid the characters, the more buyers of the product
C. ad designers attract different people with different skills
D. an upperclass buyer is more interested in houses and furniture than a lower-middle-class buyer
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
答案
核心考点
试题【阅读理解。 Making an advertisement for television often costs more than a movie. 】；主要考察你对题材分类等知识点的理解。[详细]
举一反三
（注意：每空格填1个单词，不得用文章中的单词。）
reduce the drawbacks (缺点) least
Hosting the Olympics successfully is, perhaps, the greatest glory for a city. However, before turning the
dream into reality, the benefits and drawbacks of hosting the Olympics should be considered carefully.
Hosting the Olympics surely would bring about much gain to a city. Boom (繁荣) of the local economy,
more jobs, and the possibrlity ofmore income all sound very attractive to the govemment. At the same time,
better infrastructure (基础设施), cleaner environment, enjoying the wonderful game with hundreds of sports
elites (精英)and entertainment stars, and the chance of contacting people from all over the world also seem
exciting to the citizens. Besides, the hosting will certainly promote the patriotic (爱国的) emotion and pride,
as well as the moral behavior in local people. In most cases, hosting the Olympics is well supported by both
the pubiic and the central government.
But this is not the entire view of the pretty picture. If we look from another angle, the Olympic hosting
might bring about some side-effects to a city.
First, the environmental impacts, including the increasing exhaust (排气) smoke of cars, more pressure
on water resources, huge amount of wasted leaflets and other materials used for public activities, are most
probably neglected. In order to broaden the streets, some trees may have to be cut. Near the construction
site, the tiny dust may float in the air for a long time. Reduction of farmland may be caused by the need of
setting up new sports centre or accommodation facilities. These environmental consequences (后果) can be
especially serious in a resource-limited and thickly-populated city in a third-world country. Second, if we talk
about the economic benefit, it should not be forgotten that a quick increase may lead to bubble (泡沫) growth,
which may easily crash. If not well managed and organized, the big event may not be so profitable, and the
new facilities may be forever empty after the games. Yes, there have been cases that host cities ended up with
enormous debts.
No one stops eating merely because too much food might hurt his stomach and make him ill. Since we
have bid for it,what we can do is to make the benefits most and reduce the drawbacks least.
1______ 2______ 3______ 4______ 5______ 6______ 7______ 8______ 9______ 10______
countries play games together they will learn to live together. Others say that the opposite is true: that
international contests encourage false national pride and lead to misunderstanding and hatred. There is
probably some truth in both arguments, but in recent years the Olympic Games have done little to support
the view that sport encourages international brotherhood. Not only was there the terrible incident (事件)
with the murder of athletes, but the Games were also ruined by those incidents caused mainly by minor
national contests.
One country received its second-place medal with great anger after the hockey (曲棍球) final. There
had been noisy scenes at the end of the hockey match, the losers objecting to the final decisions. They
were certain that one of their goals should not have been dismissed and that the opposite side"s victory
was unfair. Their manager was angry when he said:"This wasn"t hockey. Hockey and the Intemational
Hockey Society are finished." The president of the society said later that such words could result in the
pause of the team for at least three years.
The American basketball team announced that they would not give away first place to Russia, after
a fighting end to their contest. The game had ended in quarrel. It was thought at first that the United States
had won, by a single point, but it was announced that there were three seconds still to play. A Russian
player then threw the ball from one end of the court to the other, and another player beat it into the basket.
It was the first time the USA had ever lost an Olympic basketball match. The judges discussed the matter
for four and a half hours before announcing that the result would stand. The American players then
decided not to receive the silver medals.
Incidents of this kind will continue as long as sport is played for honors or money rather than for the
love of the game. The suggestion that sportsmen should compete as individuals (个人), or in non-national
teams, might be too much to hope for. But in the present organization of the Olympics there is far too
much that encourages dangerous nationalism.
B. made only false national pride
C. hardly showed any international friendship
D. led to more and more misunderstanding and hatred
B. Hockey and the society are both ruined by the unfair decisions.
C. There should be no more hockey matches organized by the society.
D. The society should be dismissed.
B. that sport men have been more troublesome than they used to be
C. that competitiveness in the games discourages international friendship
D. that unfair decisions are common in Olympic Games
A. The organization of the Olympic Games must be improved.
B. Athletes should compete as individuals in the Olympic Games.
C. Sport should be played competitively rather than for the love of the game.
D. International contests lead to misunderstanding between nations.
The Coalition for the Homeless is an organization that seeks to address the needs of the homeless population
in the United States. It is a network of offices, some of which provide food and houses for the homeless
population. and some of which fight for the passing of laws that would give every American the right to a place
to call home. According to the Coalition"s studies, of over two hundred million people living in th U?ited States,
up to three million are homeless and the number is still growing since the late 1970s, fast rising house prices,
large cuts in government supported housing programs, and economic recession have made it impossible for
many Americans to meet housing costs. Sadly, this has resulted in a number of persons being forced to leave
their homes and or unable to find new affordable homes. According to another research, families with children
appear to be the fastest-growing part of the homeless population, making up 39% of it. The old idea of a
homeless person, that of the single man who gets drunk all the time, is no longer true. A much larger part of
the population now finds itself homeless. Even worse, once a person becomes homeless, he often finds it
impossible to find a job, since most employers require anyone who wants a job from them to provide a home
address on a job application.
B. deal with
C. fight for
D. write to
A. 39% of the population.
B. 200 million people.
C. About 3 million people.
D. About one-fifth of the population.
B. they mostly have a drinking problem
C. they aren"t supported by government programs
D. they often don"t have enough work experience
B. The fast growth of family size.
C. The slow construction of houses.
D. The ever-rising price of housing.
speed is to their competitive (竞争的) strategy (策略) and how fast the company actually moves. The
difference is important regardless of industry and company size. Companies fear of losing their competitive
advantage spend much time and money looking for ways to pick up the speed.
In our study of 343 businesses, the companies that chose to go, go, go to try to gain an edge ended
with lower sales and operating incomes than those that paused at key moments to make sure they were on
the right track, What"s more, the firms that "slowed down to speed up" improved their top and bottom lines,
averaging 40% higher sales and 52% higher operating incomes over a three-years period.
How did they disobey the laws of business physics, taking more time than competitors yet performing
better? They thought differently about what "slower "and "faster" mean. Firms sometimes fail to understand
the difference between operation speed (moving quickly) and strategic speed (reducing the time it takes to
deliver value). Simply increasing the speed of production, for example, may be one way to try to reduce the
speed difference. But that often leads to reduced value over time, in the form of lower-quality products and
services.
In our study, high performing companies with strategic speed always made changes when necessary.
They became more open to idea and discussion. They encouraged new ways of thinking. And they allowed
time to look and learn. By contrast (相比而言). Performance suffered at firms that moved felt all the among
their employer, and had little time thinking about changes.
Strategic speed serves as a kind of leadership. Teams that regularly take time to get things right, rather
than plough ahead full bore, are more successful in meeting their business goals. That kind of strategy must
come from the top.
B. Get an advantage.
C. Reach the limit.
D. Set a goal
B. spending more time and performing better
C. spending less time and performing worse
D. spending less time and performing better
B. How competitive a firm is depends on what it produces.
C. Firms guided by strategic speed take time to make necessary changes.
D. Firms guided by operational speed take time to develop necessary team spirit.
B. Deliver value? Plough ahead.
C. Reduce time? Move faster.
D. Need speed? Slow down.
than a hobby: She planted vegetables in her yard. For her fist garden, Ms. Feeley has put in 15 tomato plants,
and five rows of a variety of vegetables. The family"s old farm house has become a chicken bourse, its
residents arriving next month. Last year, Ms. Rita Gartin kept a small garden. This year she has made it much
larger because, she said, "The cost of everything is going up and I was looking to lose a few pounds too; so
it"s a win-win situation all around."
They are among the growing number of Americans who, driven by higher living costs and a falling economy
(经济), have taken up vegetable gardening for the first time. Others have increased the size of their existing
gardens. Seed companies and garden shops say no since the 1970s have there been such an increase in interest
in growing food at home. Now many gardens across the country hacek been sold out for several months. In
Austin, Tex., some of the gardens have a three-year waiting list.
George C. Ball Jr, owner of a company, said sales of vegetable seeds and plants are up by 40%, over last
year, double the average growth of last five years. Mr. Ball argues that some of the reasons have been building
for the last few years. The big one is striking use in me cost on food like bread and milk, together with the
increases in the price of fruit and vegetables. Food prices have increase of higher oil price. People are driving
less, taking fewer vacations, so there more time to garden.
B. tomatoes
C. gardens
D. people
B. The price of oil is lower than before.
C. There"s a growing need for fruits.
D. The cost of living is on the rise.
B. Banking on Gardening
C. A Belt-tightening Move
D. Gardening as a Hobby
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