On hearing the words "Just do it! ", you will know there is a Nike product nearby. If it’s "Always Coca-Cola", you can be sure someone wants to sell you a refreshing drink.
An advertising slogan is to a brand what eyes are to a person. The slogan helps people understand the brand better by telling them what it wants to sell to its customers. Good slogans leave a message inside people’s minds. It’s almost certain that every brand has a popular slogan.
Here are a few examples:
"Just do it! "--This slogan speaks out to teens. It tells them to do something, but only if they think it’s worth it. And if so, why not do it wearing Nike?
"Always Coca-Cola.’--Coke’s slogans change every few years, but this one has enjoyed a lasting popularity because it shows the brand’s spirit. It seems to say "Coke is the only drink there is; there are no other forms of drinks."
"Share moments, share life."——This slogan from Kodak connects photos and beauty. It asks people to remember the happy moments in life by taking photos of them—using Kodak film of course!
56．What would be the best title for the text?
A．Just Do It！
B．Slogan and Brand
C．Famous Slogans
D．What Is a Good Slogan?
[答案]
57．Which of the following can best explain the underlined sentence(Paragraph 2)?
A．A good advertising slogan should draw people’s attention.
B．A brand should have an advertising slogan just as people have eyes.
C．An advertising slogan is as important to a brand as eyes are to a person.
D．An advertising slogan acts as the eyes of a brand.
[答案]
58．The word "them" in the last paragraph refers to __________.
A．peopleB．the happy moments
C．photos and beautyD．Kodak films
[答案]
59．Which of the following tables can best match the slogan with their brands?
[答案]
B
It has been thought and said that Africans are born with musical talent. Because music is so important in the lives of many Africans and because so much music is performed in Africa, we are inclined to think that all Africans are musicians. The impression is strengthened when we look at ourselves and find that we have become largely a society of musical spectators (旁观者). Music is important to us, but most of us can be considered consumers rather than producers of music. We have records, television, concerts, and radio to fulfill many of our musical needs. In most situations where music is performed in our culture, it is not difficult to distinguish the audience from the performers, but such is often not the case in Africa. Ablan Ayipage, a Kasena semiprofessional musician from northern Ghana, says that when his flute(长笛)and drum ensemble (歌舞团) is performing," anybody can take part". This is true, but Kasena musicians recognize that not all people are equally capable of taking part in the music. Some can sing along with the drummers, but relatively few can drum and even fewer can play the flute along with the ensemble. It is fairly common in Africa for there to be an ensemble of expert musicians surrounding by others who join in by clapping, singing, or somehow, adding to the totality of musical sound. Performances often take place in an open area and so the lines between the performing nucleus and the additional performers, active spectators, and passive spectators may be difficult to draw from our point of view.
60．The difference between us and Africans, as far as music is concerned is that _________.
A．most of us are consumers while most of them are producers of music
B．we are musical performers and they are semiprofessional musicians
C．most of us are passive spectators while they are active spectators
D．we are the audience and they are the additional performers
[答案]
61．The underlined word "such" refers to the fact that__________.
A．music is performed with the participation of the audience
B．music is performed without the participation of the audience
C．people tend to distinguish the audience from the performers
D．people have records, television sets and radio to fulfill their musical needs
[答案]
62．The author of the passage implies that __________.
A．all Africans axe musical and therefore much music is performed in Africa
B．not all Africans are born with musical talent although music is important in their lives
C．most Africans are capable of joining in the music by playing musical instruments
D．most Africans perform as well as professional musicians
[答案]
63．The best title for this passage would be __________.
A．The Importance of Music to African People
B．Differences Between African Music and Music of Other Countries
C．The Relationship Between Musicians and Their Audience
D．A Characteristic Feature of African Musical Performances
[答案]
C
A second way of viewing beliefs is to determine their degree of certainty(确信). Some beliefs are fixed, while others are open to change, or are variable. Fixed beliefs are those that have been reinforced (增强)throughout your life, making them central to your thinking. Obviously, many of your early childhood beliefs are fixed, such as "Bad behavior will be punished" and "If you work hard, you will succeed". Other beliefs become not only fixed but anchored(固定)as well; especially as you grow older, such beliefs harden in your mind and are highly resistant to change. For example, as people grow older, they tend to vote along political party lines election after election; they tend to purchase(buy) and drive the same kind of vehicles; they tend to believe that certain people and occupations are respectable and others are not; and they tend not to change religions or churches. Thus, the demographic(人口统计的)variable of age may indicate fixed beliefs. Fixed beliefs become habituated and can even be called stereotypes(成规)because we often generalize our fixed beliefs to larger groups. For example, we might say, "All Republicans are honest." "People who do things like that should be arrested] "or" Never trust a German shepherd."
In contrast(comparison), variable beliefs are less well anchored in our minds and experiences. You might enter college thinking you are very well suited by temperament and talent to be a chemist; then, after an instructor has praised your abilities in a composition class, you might see yourself as predestined to be a writer; next, you take a marketing class and find out that you are very good at planning advertising campaigns. After that course, you go to the Advisement Center to change your major.
64．According to the passage, which of the following is an example of variable belief?
A．An adult’s fear of failure.
B．An older person’s voting along political party lines.
C．A young person’s dreams of becoming a writer.
D．Mature people tending to belong to the same religion.
[答案]
65．The author of this passage is primarily concerned with comparing _________.
A．youth and older adults
B．fixed and variable beliefs
C．bad beliefs and good beliefs
D．beliefs and habits
[答案]
66．As used in the passage, predestined means__________.
A．made impossible
B．established in advance
C．subjected to preview
D．selected by the professor
[答案]
67．The reader can conclude that older people are most likely to join organizations that _______.
A．offer interesting projects for its members
B．promote political activism
C．support the beliefs of the members
D．offer enjoyable leisure activities
[答案]
D
There is no doubt that adults, and even highly educated adults, vary greatly in the speed and efficiency of their reading. Some proceed ( 继续 ) very slowly throughout; others dash along too quickly and then have to regress. Poor readers in particular may lack the ability to vary their manner of reading according to the type of reading matter and to their intentions in reading it. A good reader can move at great speed through the text of a novel or similar light reading matter. He may be able to skim a page, picking up a word or two here and there, and gain a general idea of what the text is about without really reading it. In reading more difficult material, with the intention of taking in the whole of it, he will proceed more slowly, but even then he will vary his pace, concentrating (专心) on the key words and passages, perhaps re-reading them several times and more quickly over the remainder. A less efficient reader tends to maintain the same speed whatever the material he reads. Consequently even light reading matter which requires special concentration at difficult points.
A type of reading which necessitates (needs)careful attention to detail is proof-reading, in which the reader, in order to detect misprints in a sample print ,has to notice not so much the meaning of what he reads as the exact shape and order of letters and words in the text. This is extremely difficult for most people, since they are accustomed to overlook such details. In fact, considerable practice is required to practise this task efficiently and it can be done only by reading very slowly, and by paying comparatively little attention to the general meaning on the text.
68．The author claims that there is a difference in reading speed __________.
A．between the poorly educated and the highly educated
B．among all readers
C．among different poorly educated adults only
D．among different highly educated adults only
[答案]
69．In reading a difficult book one should read __________.
A．slowly through
B．quickly through several times
C．at a moderate speed
D．with freedom to act accordingly
[答案]
70．The main thing in proof-reading is to __________.
A．pick out mistakes
B．enjoy it
C．understand it
D．overlook the meaning
[答案]
第二节 填空题（共5小题；每小题2分，满分10）
阅读下面一篇文章，根据文章内容填空，每空填一词。
The Olympic Games are an 71 sports competition. In the Olympics, athletes in many 72 types of games. Some athletes compete in the 73 Olympics. Some compete in the Summer Olympics. The Olympic Games are very old and have a very interesting history.
The first Olympic Games were held in 74 in ancient times. They probably began in the 75 century, B．C．The contests were held every four years in the summer. The first games lasted for only one day. There was only one contest. It was a short race. Only Greek men were allowed to run the 76 . No women and no non-Greeks were allowed to run in the race. Women were not even allowed to watch the race, or to be anywhere near the racing area. Other events were added later. But the ancient games were stopped in the fourth century, A.D. when Greece was ruled by Rome.
The Olympics were started again in the nineteenth century. The first competition in 77 times was held in Athens, in 1896.Since then the Olympic Games have been held every four years in many different cities around the world.
The International Olympic Committee makes the rules for athletes in the Olympics. These rules are very strict and help to make sure that everyone has the same 78 to win.
The events and games are of several different types. There are individual contests, where each athlete plays 79 . To win this type of contest, one athlete must be better, faster, or stronger than other athletes. Some examples of individual games are swimming, running and walking races. These events happen in the 80 . Some winter events are skiing and sledding races. Some other individual events are jumping, gymnastics, and diving.
