1 . For the past five years, I have worked in strategic roles in advertising. During my work, I challenged the difficulties in creating an ad that would be relevant to the brand, match its core values, and would also target appropriately consumers with a strong consumer insight. When I contribute to a successful campaign that matches all of the above, what I get is sheer bliss. In this sense, I love advertising.
Nevertheless, I am aware advertising has its gray areas. In many cases, advertisers focus on few features that can distinguish them from the competition, while presenting an incomplete picture of the product. For example, a snack brand can focus on the taste claim and ignore any clear reference to nutritional values and calories of the product. In other cases, advertisers claim superiority by using survey findings that do not agree with consumers’ common sense. Recently, a new Cola was introduced by a major Israeli company, claiming its Cola tastes better than the traditional Coca-Cola. Although such claim is possible, it is highly unlikely that a private-label Cola will be able to better suit the Israeli taste, since Coca-Cola dominates the Israeli Cola market for decades with over 90% market share. Yet, as a marketer, I understand we must be aggressive to put our products in consumers’ consideration set.
From a consumer’s standpoint, however, I have a contradictory attitude towards ads. I have some strong relationships with brands I encounter on a regular basis. I adore the design and innovation of Nespresso. I already replaced 4 iPhone models during the last decade and never bought a basketball shoe which is not a Nike shoe. When these brands advertise, I am open to hear about new products and watch ads. Consequently, I am willing to pay more or purchase more expensive products.
Meanwhile, getting used to certain brands makes me less willing to try new ones. When I experience a brand that does not meet my expectations as my usual choices do, I feel like I made a wrong decision. Moreover, the bad experience increases my skepticism towards new brands.
Overall, I admire the efforts made by us advertisers to increase sales. However, my true desire as a consumer is to minimize my exposure to irrelevant ads as much as possible.
1. What does the underlined expression “sheer bliss” in Paragraph 1 mean?| A．Pure happiness. | B．Deep worry. | C．A heavy burden. | D．A great chance. |
| A．most products only have a few features |
| B．the legal boundaries of ads are undefined |
| C．the truth of the products is partially presented |
| D．most ads confuse their products with their rivals’ |
| A．The author was inspired by the design of Nespresso. |
| B．The author has never been bothered by high price. |
| C．The author is loyal to certain brands. |
| D．The author likes watching ads. |
| A．Why Ads Are Misleading | B．Why I Love and Hate Ads |
| C．What Made Ads So Annoying | D．What Made a Household Brand |
2 . More than 20,000 drivers and front seat passengers are killed or seriously injured each year. At a speed of only 30 miles per hour it is the same as falling from a third floor window. Wearing a seat belt saves lives; it reduces your chance of death or serious injury by more than half.
Therefore drivers or front seat passengers over 14 most vehicles must wear a seat belt. If you do not, you could be fined up to $50. It will not be up to the drivers to make sure you wear your belt. But it will be the driver’s responsibility to make sure that children under 14 do not ride in the front unless they are wearing a seat belt of some kind.
However, you do not have to wear a seat belt if you are reversing(倒退) your vehicle; or you are making a local delivery or collection using a special vehicle; or if you have a valid(正当的) medical certificate(证书) which excuses you from wearing it. Make sure these cases supply to you before you decide not to wear your seat belt. Remember you may be taken to court for not doing so, and you may be fined if you cannot prove to the court you have been excused from wearing.
1. This passage is probably taken from ______.| A．medical magazine | B．a legal document |
| C．a textbook | D．a government information booklet |
| A．reduces road accidents by more than half |
| B．reduces the death rate in traffic accidents |
| C．saves lives while driving at a speed up to 30 miles per hour |
| D．saves more than 16,000 lives each year |
| A．make the front seat passenger wear a seat belt |
| B．make the front seat children under 14 wear a seat belt |
| C．stop children from riding in the front seat |
| D．wear a seat belt each time he drives |
| A．to pay a fine rather than wear a seat belt |
| B．to wear a seat belt for health reasons |
| C．not to wear seat belt for health reasons |
| D．to get a valid medical certificate before wearing a seat belt |
1. Why is TOKNOW a special magazine?
| A．It entertains young parents. |
| B．It provides serious advertisements. |
| C．It publishes popular science fictions. |
| D．It combines fun with complex concepts. |
| A．Online courses. |
| B．Articles on new topics. |
| C．Lectures on a balanced life. |
| D．Reports on scientific discoveries. |
| A．£55. | B．£60. | C．£65. | D．£70. |
| A．free birthday presents |
| B．full refund within 28 days |
| C．membership of the TOKNOW club |
| D．chances to meet the experts in person |
4 . Photography is important because it allows people to admire the most diverse situations recorded in a frozen moment. If you are thirsty to improve your photography skills, City Academy is a good choice.
Why Choose City Academy?
• Situated in Central London, it runs a wide range of evening and weekend photography classes.
• All tutors are industry professionals with rich teaching experience.
• Small class sizes mean you can be paid one-to-one attention.
• Online course materials are available for a small charge.
Our Photography Courses
• Introduction to Digital Photography, by James Ross on April 22nd. The course, either in the classroom or on London street for some shooting, is perfect for anyone new to digital photography.
• Fine Art Photography, by Georgia Metaxas on May 9th. You will be given projects and try out various techniques in a studio environment to create photos that express your personal ideas.
• Studio Lighting for Photography, by James Ross on June 29th. This course is designed to guide you through the science of studio lighting. Working in a studio environment, you will practice using flash lighting equipment.
• Documentary Photography, by Toby Glanville on July 3rd. The course, focused on photographing events or environments which are significant and relevant to historical events, will be perfect for photographers to produce a photo essay on a given theme in our classroom.
Special Offers
Any course above costs £295, but you can save 10% when you purchase two courses in the same booking. Save 20% when you buy three or more courses in the same booking.
1. What does City Academy offer to students?| A．Experienced tutors. | B．Weekday lessons. |
| C．Free online materials. | D．One-to-one classes. |
| A．Fine Art Photography. |
| B．Documentary Photography. |
| C．Studio Lighting for Photography. |
| D．Introduction to Digital Photography. |
| A．£944. | B．£1,044. | C．£1,062. | D．£1,180. |
