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
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期末復習檢測系列答案科目：高中英語 來源： 題型：閱讀理解
The US government has started a website, Admongo, to help children think critically about the advertising aimed at them. It claims to provide visitors with an “aducation” through games and other entertainment.
A cartoon man dressed in old time pilot clothing greets visitors to Admongo. "Call me Haiz", he says upon arrival in a rocket ship that opens up with a crazy world inside it. Spacey dance music plays in the background as Haiz tells visitors that they need to learn about advertising.
Its inventors say eight to twelve years old is the age kids develop their critical thinking abilities. Kids that age are also a big market for advertisers.
The idea behind Admongo is to teach children three things: To identify the advertiser. To know what the advertiser is really saying. And to know what the advertisement is trying to get the child to do.
Children learn these things through a video game. They create their own game character. They can choose different skin colors, hair styles, eye and mouth shapes. Then they begin a trip through ad-land, where there are ads on buses and billboards. The players have to find all the marketing in the neighborhood before they can move on to the next level.
The Admongo game takes players inside a home, to the advertising studio and everywhere else ads can be found. It is a complete exploration of the world of marketing.
One such area is food marketing. The Federal Trade Commission(FTC) says it is a big business. The FTC estimates that food, drink and fast-food restaurants spent more than one and a half billion dollars on advertising to young people in 2009.
The FTC says children are important for three reasons. They buy products. They influence parents and caregivers to buy. And they are the future adult buyers of the products.
A recent study says most advertising aimed at children is for foods of the lowest nutritional value. First Lady Michelle Obama has said she would like to see advertisers marketing healthy foods for children.
What is the best title of the text?
A. The guide of Admongo
B. An education website for children
C. A popular online video game
D. A website aimed at children
Why did the government start the website?
A. To attract the biggest market of buyers.
B. To sell the products of its company.
C. To help children know about advertising.
D. To advertise the video game for children.
What can players do in the website game?
A. Choose hair styles for their character.
B. Travel to a supermarket.
C. Eat in a fast-food restaurant.
D. Play video games during the trip.
Children are important for advertising because they are .
A. important for the society
B. the most potential buyers
C. easily influenced by ads
D. easily affected by poor products
According to Michelle Obama, lots of food advertised for children are ________.
A. healthy B. of high nutrition
C. yummy D. of low quality
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科目：高中英語 來源：2013屆江蘇省揚州中學高三3月月考英語試卷（帶解析） 題型：閱讀理解
The malls were filled with people seeking gifts for their loved ones. Some of the malls remained open around the clock, partly to satisfy our needs to buy gifts.
Behind the materialistic aspect of shopping for gifts lies the idea of caring, being attentive to the desires of special people in our lives. However, to use a well-worn play on words: it is our presence, not our presents, that truly counts. Many of us, unfortunately, can be so inattentive, even in the presence of our loved ones, that we might as well not be there at all.
Attention is one of the greatest gifts we can give each other. Companies around the globe spend billions every year on advertising to catch our attention for just a short moment at a time. Whole industries – media, entertainment, education – rely on the precious gift of our attention for their continued existence. A baby lacking attention for a long time is likely to he psychologically unhealthy.
In earlier times, both diet and attention could be left unregulated without major cause for concern. There were natural checks and balances: limited availability of food meant few got fat, for example. Similarly, in bygone times we might have spent a few hours communicating with the village storyteller, today, watching an entire TV series, while speaking to nobody, is common. In traditional societies, with smaller population, everyone would get a fair deal of attention. On many issues we might go to see Grandma or Grandpa; now we have Google and Wikipedia.
“She just wants attention.” people tend to think little of those doing things simply for attention. But the truth is that human beings need attention, and giving attention to each other is, to a large extent, what human civilization is based upon. This perhaps explains the runaway success（一舉成功）of social networking sites such as Twitter and Facebook. While we use such sites for “micro blogging”, “idea voicing” and “status updates” – the reality is that we are often doing no more or less than fulfilling our basic human drive for attention exchange.
I friend you, you friend me, I retweet you, you retweet me. The charming case with which we can now get and give attention is why many people appear overly attached to their smartphones. It is also a vicious（惡性）circle. As ever more people are busy exchanging attention online, there is increasingly less attention to be paid in the real world, which forces more people to seek their attention exchange online, or else risk attention-starvation.
The very nature of attention exchange is being rapidly transformed, and there is a danger that some of us will develop unhealthy practices. Just as eating red meat every day is a bad idea, so it is with too much attention exchange. The biological consequences of our technological advancement in food production are highly visible; heart disease, diabetes and obesity. The consequences of our transformed attention exchanges will be psychological and social, and so may take longer to identify, but they will be equally damaging.
Face-to-face attention is becoming rarer, and therefore more valuable. In a sense it is priceless. And it is a gift that can be given all-year-round.
【小題1】In the first two paragraphs the author .
| A．offers advice to attention givers | B．analyses the present problems |
| C．states the necessity of presents | D．puts forward his point of view |
| A．obtain information | B．give attention to others |
| C．voice their opinions | D．notice and get noticed |
| A．limited availability of food | B．natural checks and balances |
| C．a much smaller population | D．the guidance from old people |
| A．More people will risk attention-starvation in future. |
| B．The nature of attention exchange is rarely changed. |
| C．Technological advancement contributes to all diseases. |
| D．Transformed attention exchanges do harm to society. |
| A．advocate more focus on real life attention |
| B．analyze the necessity of attention giving |
| C．give practical tips on attention exchange |
| D．recommend some social networking sites |
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科目：高中英語 來源：2013年全國普通高等學校招生統一考試英語（江蘇卷帶解析） 題型：閱讀理解
Quiet Virtue: The Conscientious
The everyday signs of conscientiousness (認真盡責)—being punctual, careful in doing work, self-disciplined, and scrupulous (一絲不茍的) in attending to responsibilities—are typical characteristics of the model organizational citizen, the people who keep things running as they should. They follow the rules, help out, and are concerned about the people they work with. It’s the conscientious worker who helps newcomers or updates people who return after an absence, who gets to work on time and never abuses sick leaves, who always gets things done on deadline.
Conscientiousness is a key to success in any field. In studies of job performance, outstanding effectiveness for almost all jobs, from semi-skilled labor to sales and management, depends on conscientiousness. It is particularly important for outstanding performance in jobs at the lower levels of an organization: the secretary whose message taking is perfect, the delivery truck driver who is always on time.
Among sales representatives for a large American car manufacturer, those who were most conscientious had the largest volume of sales. Conscientiousness also offers a buffer (緩沖) against the threat of job loss in today’s constantly changing market, because employees with this quality are among the most valued. For the sales representatives, their level of conscientiousness mattered almost as much as their sales in determining who stayed on.
There is an air around highly conscientious people that makes them seem even better than they actually are. Their reputation for dependability influences managers’ evaluations of their work, giving them higher evaluations than objective measures of their performance would predict.
But conscientiousness in the absence of social skills can lead to problems. Since conscientious people demand so much of themselves, they can hold other people to their own standards, and so be overly judgmental when others don’t show the same high levels of model behavior. Factory workers in Great Britain and the United States who were extremely conscientious, for example, tended to criticize co-workers even about failures that seemed unimportant to those they criticized, which damaged their relationships.
When conscientiousness takes the form of living up to expectations, it can discourage creativity. In creative professions like art or advertising, openness to wild ideas and spontaneity (自發性) are scarce and in demand. Success in such occupations calls for a balance, however; without enough conscientiousness to follow through, people become mere dreamers, with nothing to show for their imaginativeness.
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科目：高中英語 來源：2014屆海南瓊海嘉積中學高三第一次月考英語卷（解析版） 題型：閱讀理解
The hottest show this summer-the “Voice” just finished on Sunday at the Shanghai Stadium．But the show that had a good start didn't end to everyone's satisfaction．The two and a half hour show dragged on for more than four hours because of the huge amount of advertising, which the audience and residents（居民） living nearby could hardly bear．
This summer, something hotter than the weather came to Shanghai. That is the Voice of China．The show soon became a cash cow for the organizer as the advertisement prices reached 1.16 million yuan for 15 seconds. And the show has earned more than 100 million yuan up to now in ad income only. But the organizers’ bliss（快樂） was audiences’ melancholy（悲哀）．
In the final live show on Sunday, about 14 rounds of advertisements were aired, each of which came at a crucial result-announcing moment.
Frequently interrupted by advertisements, some audience complained that the show wasn’t worth its ticket prices of 180 to 1680 yuan.
The planned two and a half hour show went two hours overtime because of the advertising. This annoyed audience members, and touched the nerves(神經) of residents living near the site.
Someone called the police, and the show is now facing punishment for going over-time and disturbing residents late at night.
1.Why didn’t “the Voice” make audience satisfied?
A. It failed to attract audience attention in the end．
B. It failed to make audience satisfied．
C. It increased by one and a half hours and audience couldn’t bear it．
D. It was full of so many advertisements that audience can’t tolerate them．
2.Which of the following is TRUE according to the passage?
A. The show lasted for two and a half hours.
B. Someone called the police because they can’t bear the noises late at night.
C. The show was worth its ticket prices because the audience watched many advertisements.
D. The show has earned more than 100 million yuan up to now totally.
3.Which of the following can best serve as the title of the passage?
A. The Voice of China—the most popular TV show of last summer.
B. The Voice of China—I want you.
C. The Voice of China—hard to say I love you.
D. The Voice of China—the noises of China.
4.This passage is organized in the pattern of____.
A. time and event B. comparison and contrast
C. cause and effect D. definition and classification
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科目：高中英語 來源：2014屆甘肅省武威市高二下學期期中測試英語試卷（解析版） 題型：完型填空
形填空（共20小題；每小題1分,滿分20分）
When Dave was eighteen, he bought a second-hand car for ￡200 so that he could travel to and from work more 36 than by bus. It worked quite well for a few years, but it got so old, and it was costing him 37 much in repairs, that he decided that he had better 38 it.
He asked among his friends to see if anyone was 39 to buy a cheap car, but they all knew that it was falling to pieces, so 40 of them had any desire to buy it.
Dave’s friend Sam saw that he was 41 when they met one evening, and said, “What’s 42 , Dave?” Dave told him, and Sam answered, “Well, what about advertising(登廣告) it in the paper? You may 43 more for it in that way than the cost of the advertisement!” Thinking that Sam’s 44 was reasonable, he put an advertisement in an evening paper, which read: “For sale: small car, 45 very little gas, only two owners. Bargain at ￡50.”
For two days after the advertisement first appeared, there was no 46. But then on the Saturday evening he had an enquiry (咨詢). A man rang up and said he would like to 47 him about the car. “All right.” Dave said, feeling happy. He asked the man whether ten o’clock the next morning would be 48 or not. “Fine,” the man said, “and I’ll 49 my wife. We want to go for a ride in it to50 it.”
The next morning, at a quarter to ten, Dave parked the car in the square outside his front door, 51 to wait there for the people who had 52 his advertisement. Even Dave had to 53 that the car really looked like a wreck (殘破的車). Then, soon after he had got the car as 54 as it could be, a police car stopped just behind him and a policeman got out. He looked at Dave’s car and then said, “Have you reported this 55 to us yet, sir?”
1. A．directly B．safely C．easily D．properly
2. A．too B．so C．such D．very
3. A．keep B．sell C．repair D．throw
4. A．generous B．willing C．lucky D．ashamed
5. A．some B．neither C．none D．most
6. A．delighted B．calm C．sad D．astonished
7.Aon B.that C.up D.it
8. A．learn B．miss C．find D．get
9. A．advice B．message C．request D．description
10. A．loses B．has C．spends D．uses
11. A．doubt B．help C．answer D．trouble
12. A．see B．tell C．agree D．call
13. A．exact B．early C．suitable D．late
14. A．follow B．meet C．bring D．introduce
15. A．get B．recognize C．test D．admire
16. A．meaning B．happening C．turning D．failing
17. A．read B．answered C．inserted D．placed
18. A．admit B．forget C．show D．disagree
19. A．admit B．fast C．clean D．light
20. A．bargain B．sale C．result D．accident
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