1 . Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, a service or an idea. Sponsors of advertising are often businessmen who wish to promote their products or services. Advertising is different from public relations since an advertiser usually pays for and has control over the message. It is different from personal selling since the message is non-personal, i.e. not directed to a particular individual.
Advertising is communicated through various mass media, including old media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; or new media such as search results, blogs, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement or “ad”．
Commercial ads often seek to increase consumption of products or services through “branding”, which associates a product name or image with certain qualities in the minds of consumers. Noncommercial advertisers who spend money in advertising items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also be used to reassure employees or shareholders that the company is successful.
Modern advertising was created with the techniques, with tobacco advertising in the 1920s.The most significant example was the campaigns of Edward Bernays, considered the founder of modern“Madison Avenue” advertising.
In 2015, the world spent an estimate of $ 529.43 billion on advertising.Its projected distribution for 2017 is 40.4% on TV,33.3% on digital,9% on newspapers,6.9% on magazines,5.8% on outdoor activities and 4.3% on radio. Internationally , the largest “big four” advertising conglomerates are IPG, Omnicom, Publicis Groupe, and WPP.
1. In what way does advertising differ from public relations?| A．Advertisers pay for and are in charge of the message. |
| B．Messages advertised are non-profit. |
| C．Advertising is communicated through various mass media. |
| D．Advertising is used to reassure employees or shareholders. |
| A．direct mail | B．Television | C．websites | D．newspapers |
| A．Profits. | B．Popularity. | C．Consumers. | D．Brands. |
| A．businessmen | B．companies | C．stores | D．organizers |
2 . It was dinner time for the Rangers, a group of mostly Indigenous (本地的) Australians who had spent a long day cleaning up the polluted beaches of the continent’s northern coast. Soon they would be eating freshly caught fish and seafood cooked under the stars on an open fire, as their ancestors did.
The Rangers are of more than 100 Indigenous groups spread across Australia who have taken on the job of protecting the land of their forefathers. In Arnhem Land, they are the protectors of 3,300 square miles of land and sea. They comb the beaches by hand, picking up as much rubbish as possible. The task is very difficult as each day it delivers waves of new rubbish.
For the Rangers, cleaning the beaches is more than a vacation. For a people whose culture is strongly tied to the land, protecting the environment is equal to preserving their history.
However, colonization forcefully broke their connection to the land generations ago. Indigenous people were displaced and their cultural practices outlawed. Tens of thousands of years of traditional land management ended, and as a result many parts of the country now face serious disasters from invasive plant and animal species, bush fires and land mismanagement.
In recent years, the government has restored more than 20 percent of Australia’s land to Indigenous owners. Since 2007, the Indigenous Rangers Organizations have been at work protecting this land.
Luck, one of the few non-Indigenous employees working with the Rangers, said the combination of old and new techniques and an appreciation for the culture of Indigenous workers has been critical to the program’s success.
“You are working with staff who see the world different to you, so there is a much higher focus on the cultural aspects of work and life,” he said.
“Being a ranger is a source of confidence. You feel strong,” said Terence, a senior ranger. “Here we still live on the land. The culture is still alive.”
1. What did Indigenous Australians live on in the past?| A．Rubbish picked up by hand. | B．Catching the fish and seafood. |
| C．Protecting the land. | D．Invasive plants and animals. |
| A．The polluted land needs better management. |
| B．Their cultural practices were outlawed. |
| C．The people were too strong. |
| D．The land belongs to them. |
| A．It’s a job of their ancestors’. | B．It’s just a vacation. |
| C．It’s a difficult task. | D．It’s their culture. |
| A．Not many employees are the Indigenous Australians. |
| B．Culture is important to the Indigenous Australians. |
| C．Their new techniques are successful. |
| D．Both Luck and Terence are rangers. |
3 . A British friend told me he couldn’t understand why Chinese people love eating sunflower seeds（嗑瓜子）as a snack so much. “I’ve met a lot of older Chinese and many have a crack in their front teeth, I believe that’s from cracking the seeds,” he said.
I had never noticed the habit, but once he mentioned it, I suddenly became more aware. I realized that whenever I’m watching TV or typing a report, I always start mindlessly cracking sunflower seeds. My friend doesn’t like sunflower seeds, and, to him, it seems unnecessary to work so much just to get one small seed.
When we were young, the whole family would usually get together for Chinese New Year. Then, we all lived close to one another, usually in a small city, and sometimes even neighbors would go door-to-door on Chinese New Year’s Eve to check out what every household was making.
I remember my parents would be in the kitchen cooking. Out in the living room, a large table would already be laid out, complete with fancy tablecloth, ready-made dumpling fillings, and dishes full of candy, fruits and sunflower seeds. Some of the dishes were to be offered to our ancestors later, while others were for neighbors and children to eat before the evening feast. I must have learned how to crack sunflower seeds back then.
I don’t think it’s right to criticize one’s choice in food or eating habits, no matter how strange they may seem.
It’s not only in China. When I went abroad, I found people had all sorts of strange habits when it came to food. In Denmark, they put salted red fish on bread and eat it for dinner, no matter how much it ruins your breath. They think it’s。delicacy（美味佳肴）, and it’s connected to their certain culture. I think it’s a wonderful tradition.
1. Why can the British friend not understand when he found Chinese love eating sunflower seeds?| A．Because the seeds are too hard to crack. |
| B．Because he thinks they art harmful to teeth. |
| C．Because he doesn’t think the seeds are good. |
| D．Because he doesn’t thinks the seeds are worth eating. |
| A．The families get together for it. | B．Eating sunflower seeds is related to it. |
| C．The traditions of celebrating it disappear. | D．Children can eat delicious food on that day. |
| A．indifferent | B．critical | C．understandable | D．doubtful |
| A．It is good to form healthy eating habits. |
| B．Eating habits come from a certain culture. |
| C．Changing your eating habits will change your life. |
| D．One kind of food doesn’t necessarily suit everyone. |
4 . When the young donkey Daisy May came to us，she was pregnant. With no donkey experience. I was unprepared for what might come next.
After some difficulty，Daisy’s baby was born. I thought the poor thing was dead. I planned to put the loss behind us and make sure she never got pregnant again. Just then，I heard a little noise. I couldn’t believe that baby was breathing and looking at me!We called him Samson，and of course I became his mother as much as Daisy was.
When Samson was nine months old，I had to separate Daisy and Samson for a few hours a day to wean(使断奶)him，but otherwise he went wherever she did. I think she would be lost without him. His donkey stepdad Bernard taught him to always be ready to have fun. They enjoy playing football together and going for a roll on a hot summer day.
I asked a worker to make a harness(马具)for my three little donkeys. When I brought it home I taught them one by one how to pull a cart. Samson watched and freely followed Daisy. When he was three，I put the harnness on him and he knew exactly what to do.
That was 15 years ago. Now，the most exciting thing about Samson is that he has become a little renowned. People come from all over to see him perform. The neighbors bring their grandchildren，and my sons bring their friends.
Samson shakes hands，unties my shoe，picks up a hat and more. And when I ask him if he has any bad habits，he tries to pick my pocket!He surprisingly learned these tricks himself. I just ask him to do them and he understands.
The relationship I have with my“baby”Samson has been an amazing experience. Every day is a fun day with this superstar donkey.
1. Why was the author at a loss for what might happen next at first?| A．She wasn’t ready to be a mother. |
| B．She never raised a donkey before. |
| C．The donkey was pregnant by accident. |
| D．The donkey gave birth to a dead baby. |
| A．He was surrounded by love. |
| B．He was separated from his family. |
| C．He was unwelcome to the neighbors. |
| D．He was skilled in entertaining people. |
| A．Friendly and courageous. | B．Intelligent and lively. |
| C．Carefree and creative. | D．Patient and fortunate. |
| A．Strange. | B．Proud. |
| C．Humorous. | D．Famous. |
5 . Everyone knows that walking is one of the best means of exercise for health, so physicians often recommend 150 minutes a week. But that’s a measure of volume (量). What about the walking speed? Does that make a difference? A recent paper indicates the answer may be yes.
Previous research had only focused on total amounts of exercise in minutes or steps. A team of experts in Sydney looked at whether people who walked similar distances but at different speeds gained more or less health benefits
The researchers studied 11 English and Scottish population-wide reports that included more than 50,000 regular walkers with an average age of late 40s. The walkers were grouped according to four walking speeds: slow, average, brisk(轻快的) and fast. Lastly, the researchers figured out the death( from heart disease and cancer) rate during an average follow-up period of 9.2years.
New researchers showed marathoners had less arthritis(关节炎) than non-runners.
Participants who walked at an “average” speed, as opposed to ” slow ” , had a 20 percent lower risk of death. Those walking at a “ brisk ” or “ fast ” pace enjoyed an additional 4 percent lower death rate. While the best speeds vary with one’s own age and fitness, a pace below 20 minutes per mile is considered average, and below 18 minutes per mile is considered brisk. All the benefits came from lower heart-related deaths. Walking pace had no effect on cancer rates.
“Our paper is the first paper to keep apart walking pace from the physical activity volume ,”
Explained Emmanuel Stamatakis , a professor of the Charles Perkins Center. “We also took steps to role out ( 排除 ) the possibility that the slow walkers were in poor health to begin with.”
“Walking more is better than walking less. But don’t fall into the trap of thinking that any walk improve health. Keep out of the ‘ slow ’ zone. Make sure you’re putting some effort into your walk”, Stamatakis noted. “ An appropriate effort for those in a comfortable walking routine might be slightly out of breath.”
When you’re short of time, simply walk faster to increase the pay-off. “ A faster pace means you are challenging yourself to make adaptations for better health and fitness,” said Stamatakis.
1. What’s the finding of the recent paper?| A．Slow walkers are in poor health at first. |
| B．Walking speed influences one’s health. |
| C．Walking pace has some effect on cancer rates. |
| D．Walking 150 minutes a week is good for health. |
| A．They were divided into groups by walking pace. |
| B．They were put into different age group. |
| C．They were groups by health condition. |
| D．They were organized by nationality. |
| A．Participants are from eleven countries. |
| B．Participants include people of all ages. |
| C．It collected data during an average of 9.2 years. |
| D．It focused on total amounts of exercise in minutes. |
| A．Working more. | B．Walking a little faster. |
| C．Trying other exercise. | D．Changing the present lifestyle. |
6 . 3D printing is a recent technological development that has started making its way into the marketplace. It is a way of making 3D objects from computer models. 3D printing works by adding together layers of material. This pattern is repeated until the layers form a shape for almost any purpose. The almost unlimited possibility of 3D printing is quickly leading to a revolution in how things are made and produced. As with most technology, 3D printing may help to create things that could benefit humans. However, it could also be used to create things that could harm other people.
One of the promising aspects (方面) of 3D printing is that it may help doctors treat patients in need. Currently, 3D printing is being used to create prostheses (假体) that helps replace missing noses and eyeballs, thus greatly cutting down on the usual wait time for a new prostheses. Dentists are also using 3D printers to create custom toothbrushes for patients’ teeth. The toothbrush fits a person's teeth well, which means that they get a much cleaner mouth than with regular toothbrushes. Many scientists see the potential for 3D printing to create replacement organs for people who need organ transplants. This would save lives as it remove the need for such patients to wait for an organ donation (捐献).
Although many people believe 3D printing is a positive technology that could help humans, it may also have the opposite effect. There is a recent controversy (争议) about the ability of 3D printing to produce arms such as guns. Recently, one organization announced the plans to produce a 3D plastic gun. Anyone with the proper technology and with the determination to make a gun could potentially do so. Will the future of 3D printing provide hope or danger to humans?
1. According to the article, how does 3D printing work?| A．It helps companies enter the marketplace. |
| B．It adds together layers of material together to make a shape. |
| C．It uses 3D objects to make computer models. |
| D．It uses printers to make different models of computers. |
| A．It may help to prevent deaths. | B．It can create controversy. |
| C．It can make a toothbrush. | D．It could produce computers. |
| A．Paragraph 1. | B．Paragraph 2. |
| C．Paragraph 3. | D．All of the above. |
| A．It is not yet known whether there will be more benefits than dangers in 3D printing. |
| B．Most of companies will start to use 3D printing technology in the future. |
| C．Soldiers will benefit greatly from advances in 3D printing. |
| D．The government will probably forbid 3D printing because it is too dangerous. |
7 . It is every kid’s worst nightmare(噩梦) and six-year-old Jaden Hayes has lived it twice. First he lost his dad when he was only at the age of four and then last month his mom died unexpectedly in her deep sleep.
“I tried and I tried and I tried to get her awake , but... I just couldn’t,” said Jaden.
No one could imagine how heartbroken Jaden was.
But there’s another side to his sadness. A side he first made public a few weeks ago when he told his aunt, Barbara DiCola, and now his guardian(监护人) after both his parents died, that he was sick and tired of seeing everyone sad all the time. And he had a plan to fix it.
“And that was the beginning of it,” said Barbara. “That’s where the adventure began.”
Jaden asked his aunt Barbara to buy a bunch of little toys and bring him to downtown Savannah, Georgia near where he lives, so he could give them away to anyone who will smile to him. “I’m trying to make people smile,” said Jaden.
Jaden targets people who aren’t already smiling and then turns their day around. He’s gone out on four different occasions now and he is always successful. Even if sometimes he doesn’t get exactly the reaction he was hoping for.
It is just so overwhelming to some people that a six-year-old orphan would give away a toy — expecting nothing in return — except a smile.
“I’m depending on it to be 33,000,” said Jaden. When asked if he thinks he can make that goal, he answered: “I think I can.”
1. What happened to Jaden when he was 6 years old?| A．He had a nightmare one night. | B．His father died unexpectedly. |
| C．He lost both his mother and his father. | D．His mother died suddenly in her deep sleep. |
| A．She is Jaden’s new mother. | B．She is Jaden’s aunt and his guardian as well. |
| C．She is Jaden’s aunt. | D．She is Jaden’s neighbour. |
| A．To sell them to the people in Savannah, Georgia. | B．To make some money. |
| C．To help those who were in trouble. | D．To make people smile. |
| A．Caring and confident. | B．Rich and hopeful. |
| C．Pitiful and kind. | D．Hardworking and kind. |
8 . Welcome to your future life!
You get up in the morning and look into the mirror. Your face is firm and young-looking. In 2035, medical technology is better than ever. Many people at your age could live to be 150, so at 40, you’re not old at all. And your parents just had an anti-aging(抗衰老的) treatment. Now, all three of you look the same age!
You say to your shirt, “Turn red.” It changes from blue to red. In 2035, “smart clothes” contain particles(粒子) much smaller than the cells(细胞) in your body. The particles can be programmed to change your clothes’ color or pattern(样式).
You walk into the kitchen. You pick up the milk, but a voice says,“ You shouldn’t drink that!” Your fridge has read the chip (芯片) that contains information about the milk , and it knows the milk is old . In 2035, every article of food in the grocery store has such a chip.
It’s time to go to work. In 2035, cars drive themselves. Just tell your “smart car” where to go. On the way, you can call a friend using your jacket sleeve. Such “smart technology” is all around you.
So will all these things come true? “For new technology to succeed,” says scientist
Andrew Zolli ,“it has to be so much better that it replaces what we have already.” The Internet is one example—what will be the next?
1. We can learn from the text that in the future__________.| A．people will never get old |
| B．everyone will look the same |
| C．red will be the most popular color |
| D．clothes will be able to change their pattern |
| A．Food in the grocery store will carry electronic information. |
| B．More drinks will be given for sale. |
| C．Milk in the grocery store will stay fresh much longer. |
| D．Milk will be harmful to health. |
| A．Cars will be able to drive automatically(自动地). |
| B．Fridges will know what people need. |
| C．Jacket sleeves can be used as a guide. |
| D．Nothing can replace the Internet. |
| A．Food and clothing in 2035 |
| B．The reason for the success of new technology. |
| C．Medical treatments of the future. |
| D．Future technology in everyday life. |
9 . The possibility of self-driving robot cars has often seemed like a futurist’s dream, years away from coming into reality in the real world. Well, the future is apparently now. The California Department of Motor Vehicles began giving permits in April for companies to test truly self-driving cars on public roads. The state also cleared the way for companies to sell or rent out self-driving cars, and for companies to operate driverless taxi services. California, it should be noted, isn't leading the way here. Companies have been testing their cars in cities across the country. It's hard to predict when driverless cars will be everywhere on our roads. But however long it takes, the technology may change our transportation systems and our cities, for better or for worse, depending on how the transformation is managed.
While much of the debate so far has been focused on the safety of driverless cars, policymakers should be talking more about how self-driving cars can help reduce traffic jams, cut emissions (排放) and offer more convenient and affordable choices to move around. The arrival of driverless cars is a chance to make sure that those cars are environmentally friendly and more shared.
Do we want to copy or even worsen the traffic of today with driverless cars? Imagine a future where most adults own their self-driving cars. They accept long, slow journeys to and from work on crowded highways because they can work, entertain themselves or sleep on the ride. They take their driverless car to a date and set the empty car to circle the building to avoid paying for parking. Instead of walking a few blocks to pick up a child or the dry cleaning, they send the self-driving minibus. The convenience even leads fewer people to take public transport — an unwelcome side effect researchers have already found in ride-hailing (网约车) services. Policymakers should start thinking now about how to make sure the appearance of driverless cars doesn't worsen the transportation system we have today. The coming technological development presents a chance for cities and states to develop transportation systems designed to move more people, and more affordably. The car of the future is coming. We just have to plan for it.
1. What can we learn from the first paragraph?| A．Self-driving cars are not allowed in the real world. |
| B．Driverless taxies will be seen everywhere on the road in a short term. |
| C．California is not alone in testing driverless cars. |
| D．Self-driving technology will definitely benefit transportation system. |
| A．how driverless cars can help deal with transportation-related problems |
| B．how driverless cars can travel safely |
| C．how driverless cars can travel faster |
| D．how driverless cars can move more people |
| A．Journeys to and from work become longer. |
| B．More and more people abandon public transportation. |
| C．There is no place to park them. |
| D．They may result in traffic jams. |
| A．Preparing Cities for Robot Cars | B．Future Technology Underway |
| C．Transportation System in the Future | D．Robot Cars on the Road |
10 . I love exploring new places. Whether I travel across America or around the world，a new adventure is always waiting. What I don’t always enjoy is the time spent 9,000 meters（30,000 feet）in the air. Tight spaces, long hours, and unexpected-problems can make air travel stressful. Follow these six tips to make your next flight a braze.
1. Make a checklist. Before you pack, make a checklist of everything you need and mark item off as you put them in your bag. Be sure you include important documents, such as your passport.
2. Pack light. You don’t need to pack your whole closet. Choose clothes that mix and match for more variety. Wear your largest shoes on the place to save room in your bag. And pack a few old items that you can leave behind to make more room for souvenirs(纪念品) on the way home.
3. Carry on essential(基本的) items. Unfortunately, dependable baggage service is hard to come by. When you fly, be sure to pack your medicine, important documents, and a change of clothes in your carry-on bag.
4. Pack water and snacks. No one wants to get stuck on a runway for hours without food, water. But bad weather or mechanical problems could leave you stranded(进退两难的). Pack water and crackers in your carry-on. But leave fresh foods at home. Most countries won’t allow you to bring them across their borders.
5. Stretch your legs. More and more travelers suffer from blood clots caused by sitting too long in tight spaces. You can help prevent this problem by doing stretches in your seat taking short walks every hour.
6. Entertain yourself. A long trip can either mean hours of boredom or an exciting adventure. Plan ahead to keep yourself busy with books, magazines and portable CD player. Just don’t forget to bring extra batteries.
7. Research airlines before you book your reservations. For just a few dollars more, some airlines offer personal entertainment systems. Singapore Air gives you nearly 70 choices of movies，music channels, and other entertainment!
With a little planning ahead，you’ll be able to sit back and enjoy the ride.
1. It is advised by the writer in this passage to _____ for your flight.| A．pack all the things you will need | B．leave your important documents behind |
| C．carry some fresh foods with you | D．take some books, magazines and CD players |
| A．Researching airlines before reservations. |
| B．Staying still during the whole flight. |
| C．Carrying some water and essential items. |
| D．Making a list of the things you need. |
| A．receive by chance | B．obtain by effort |
| C．pass by | D．offer in satisfaction |
| A．you will get sick during the long flight hours |
| B．old items are not allowed to bring back on the way home |
| C．you are not allowed to carry things as freely as you want |
| D．you can also board the plane without your passport |
