题目内容

The Guardian newspaper once printed a story about a man who tripped over his shoelace in the Fitzwilliam Museum in Cambridge. Falling down some steps, he ___21____ three priceless Qing Dynasty vases, which fell to the ground and broke into more than 400 pieces. He was sitting there in ___ 22___ when the museum staff arrived. Everyone stood around in silence --- only the man kept pointing to the ___23___, saying, “There it is! That’s what made me fall.”

Man has been blaming others at least since Adam blamed Eve, and Eve blamed the serpent(蛇). Roman emperors liked to kill ____ 24___ who brought bad news; and in the Middle Ages a prince would often be given a “whipping boy” --- an unlucky servant who could be ___25____ whenever his master had misbehaved. Today, you’ll see how blaming others has turned into big __26_____ business. In one famous case, McDonald’s was ordered to pay $2.7 million to a woman who ____27____ burned herself with hot coffee. Although the amount was later ___28_____ to $480,000, this case ____29___ businesses so much that they began to create 30   for their products that even an idiot（傻子）would understand. For example, “Hot coffee can be dangerous” (take away coffee cups) and “Don’t pour liquids into your television set” (instruction booklet).

A. broke down           B. knocked over            C. crashed into              D. slid down

A. terror             B. amazement               C. sadness                     D. shock

A. shoelace         B. vase                         C. steps                        D. pieces

A. servants          B. ministers                  C. messengers               D. slaves

A. killed             B. sentenced                 C. rewarded                  D. beaten

A. legal                      B. public                      C. lawless                     D. legendary

A. deliberately            B. accidentally                     C. carelessly                 D. attentively

A. increased        B. reduced                    C. raised                    D. dropped

A. surprised        B. excited                     C. inspired                    D. terrified

A. advertisements   B. posters                         C. warnings           D. instructions

【小题1】B

【小题2】D

【小题3】A

【小题4】C

【小题5】D

【小题6】A

【小题7】B

【小题8】B

【小题9】D

【小题10】C


解析:

略

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(The Guardian)：              More UK universities should be profiting from ideas

　　A repeated criticism of the UK's university sector is its noticeable weakness in translating new knowledge into new products and services.

　　Recently, the UK National Stem Cell Network warned the UK could lose its place among the world leaders in stem cell research unless adequate funding and legislation could be assured, despite an annual £40m spent by the Department of Health on all kinds of research.

　　However, we do have to challenge the unthinking complaint that the sector does not do enough in taking ideas to market. The most recent comparative data on the performance of universities and research institutions in Australia, Canada, USA and UK shows that, from a relatively weak starting position, the UK now leads on many indicators of commercialization activity.

　　When viewed at the national level, the policy interventions (interference) of the past decade have helped transformed the performances of UK universities. Evidence suggests the UK's position is much stronger than in the recent past and is still showing improvement. But national data masks the very large variation in the performance of individual universities. The evidence shows that a large number of universities have fallen off the back of the pack, a few perform strongly and the rest chase the leaders.

　　This type of uneven distribution is not strange to the UK and is mirrored across other economies. In the UK, research is concentrated: less than 25% of universities are receiving 75% of the research funding. These same universities are also the institutions producing the greatest share of PhD graduates, science citations, patents and license income. The effect of policies generating long-term resource concentration has also created a distinctive set of universities which are research-led and commercially active. It seems clear that the concentration of research and commercialization work creates differences between universities.

　　The core objective for universities which are research-led must be to maximize the impact of their research efforts. Their purpose is not to generate funds to add to the bottom line of the university or to substitute other income streams. Rather, these universities should be generating the widest range of social, economic and environmental benefits. In return for the scale of investment, they should share their expertise (expert knowledge or skill) in order to build greater confidence in the sector.

　　Part of the economic recovery of the UK will be driven by the next generation of research commercialization spilling out of our universities. On the evidence presented in my report, there are three dozen universities in the UK which are actively engaged in advanced research training and commercialization work.

　　If there was a greater coordination（协调）of technology transfer offices within regions and a simultaneous (happening at the same time) investment in the scale and functions of our graduate schools, universities could, and should, play a key role in positioning the UK for the next growth cycle.

1.What does the author think of UK universities in terms of commercialization?

A．They have lost their leading position in many ways.

B．They still have a place among the world leaders.

C．They do not regard it as their responsibility.

D．They fail to change knowledge into money.

2.What does the author say about the national data on UK universities’ performance in commercialization?

A．It masks the fatal weaknesses of government policy.

B．It indicates their ineffective use of government resources.

C．It does not rank UK universities in a scientific way.

D．It does not reflect the differences among universities.

3.We can infer from Paragraph 5 that “policy interventions (in Paragraph 4)” refers to _____.

A．concentration of resources in a limited number of universities

B．compulsory cooperation between universities and industries

C．government aid to non-research-oriented universities

D．fair distribution of funding for universities and research institutions

4.What dose the author suggest research-led universities do?

A．Fully use their research to benefit all sectors of society.

B．Generously share their facilities with those short of funds.

C．Advertise their research to win international recognition.

D．Spread their influence among top research institutions.

 

Why are we addicted to upgrades? According to Donald Norman, American author of the book The Design of Everyday Things, “planned obsolescence”（计划性报废） is the trick behind the upgrading culture of today’s consumer electronics industry.

The New York Times cited Norman last month, saying that electronics manufactures strategically release new upgrades periodically, both for hardware and software, so that customers on every level feel the need to buy the newest version.

“This is an old-time trick– they’re not inventing anything new,” he said.

Thomas Wensma, a Dutch designer, despises the “planned obsolescence” of companies, as recently reported by UK-based The Guardian.

Wensma said this is a wasteful system through which companies – many of them producing personal electronics – release shoddy products simply because “they know that, in six months or a year, they’ll put out a new one”.

But the new psychology of consumers is part of this system, as Wensma said to the newspaper: “We now want something new, something pretty, the next shiny thing.”

____________________

“It’s to the damage of the consumer and the environment,” as the New York Times quoted Norman. “But perhaps to the betterment of the stockholder.”

In its most recent fiscal(财务的) year, Apple’s profit margin was more than 21 percent, reported the Los Angeles Times. At Hewlett-Packard, the world’s biggest PC manufacturer, it was only 7 percent.

“Steven Jobs pushed the principle of ‘planned obsolescence’ to new heights,” the newspaper commented on the company’s profits and marketing strategy. “Apple’s annual upgrades of its products generate sales of millions of units as owners of one year’s MacBook or iPhone line up to buy the newest version, even when the changes are incremental.”

Peer pressure

As to Li Jijia, the need for upgrading his smart phone comes mainly from friends and classmates. When the majority of friends are switching to the latest devices, he worries about feeling left out.

“Some apps and games require better hardware to run,” said Li. “If you don’t join in, you lose part of the connection to your friends.”

1.Donald Norman believes that electronics makers strategically release new upgrades periodically because __________.

A．customers need the latest version          B．technology is developing so fast

C．they want to invent something new          D．they can make a lot of money

2.Thomas Wensma’s attitude to the “planned obsolescence” is __________.

A．positive           B．negative          C．indifferent         D．neutral

3.What subtitle can best fit into the blank in the text?

A．Huge profits                           B．Apple’s principle

C．Environmental damage                   D．Marketing strategy

4.The writer takes the example of Li Jijia to show that __________.

A．the new psychology of consumers is also to blame for the wasteful system

B．young people are always fond of something new, pretty and shiny

C．if you don’t upgrade your smart phone, you will lose contact with your friends

D．needs of consumers help to promote the development of electronics industry

 

Happy April Fool’s Day! In celebration of the day, we have put together a list of some of the greatest hoaxes (恶作剧) in history. They are the lies that have been designed for innocent people who are ready to believe them.

INSTANT COLOR TV

In 1962 there was only one TV channel in Sweden, and it broadcast in black and white. The station’s Kjell Stepson, appearing on the news to announce that thanks to a newly developed technology, all viewers could now quickly and easily transform their existing sets to display color reception. All they had to do was pull a nylon (尼龙) stocking over their TV screen, and they would begin to see their favorite shows in color. Reportedly, hundreds of thousands of people, were taken in. Actual color TV transmission only started to appear in Sweden on April 1, 1970.

SAN SERRIFFE

In 1977 the British newspaper The Guardian published a special seven–page supplement(增刊) in honor of the tenth anniversary of San Serriffe, a small republic located in the Indian Ocean. A series of articles affectionately asked for more information about the beautiful holiday spot. Few noticed that every thing about the island was made up.

NIXON FOR PRESIDENT

In 1992 American National Public Radio’s Talk of the Nation program announced that, Richard Nixon, in a surprise move, was running for President again. His new campaign slogan was, “ I didn’t do anything wrong, and I won’t do it again.” Accompanying this announcement were audio clips(片断) of Nixon delivering his election speech. Listeners responded immediately to the announcement, flooding the show with calls expressing shock and anger. Only during the second half of the show did the host John Huckleberry reveal that the announcement was a practical joke. Nixon’s voice was copied by comedian Rich Little.

1.Which of the following  countries is NOT mentioned in the text?

A．India             B．The UK            C．The United States   D．Sweden

2.Who worked as a host on the radio?

A．Kjell Stepson       B．Rich Little         C．Richard Nixon      D．John Huckleberry

3.When did the small republic San Serriffe come into being?

A．In 1962           B．In 1977           C．In 1992           D．Never

4.Where can we probably read this article?

A．In the ad.          B．In a magazine       C．In a novel         D．In a news report

 

阅读下面短文，根据所读内容在文章后表格中的空格里填入一个最恰当的单词。

注意：表格中的每个空格只填一个单词。请将答案写在答题卡相应题号的横线上。

Some young people have become disappointed with how commercialized Christmas has become. As a result, they try to break with established traditions. What do they do to get more out of Christmas?

Ways of celebrating

By booking a short holiday abroad they can escape winter weather. OK, so flying to warm countries is great for those who live in cold winter climates. But how do you celebrate Christmas when your year-round climate is warm, or even hot?

In California, Santa Claus arrives on a surfboard, wearing an unusual red wetsuit. As long as he comes bearing presents, Surfing Santa would probably be welcome anywhere.

In Australia, many young people enjoy the warm weather with a beach barbecue and cold beer. In recent years, Bondi Beach has become an attraction for overseas visitors to gather and celebrate. It’s not uncommon for numbers to reach 40,000 on Christmas day.

Gift giving

We all know the feeling: you receive the kind of gift that you wouldn’t choose for yourself in a million years. But you have to bear it pretending that you love your new present.

To avoid this experience, many people give gift vouchers（购物礼券）at Christmas. With this, the receivers can buy whatever they want.

Digital and electronic goods feature highly on many young people’s Christmas wish lists. Not surprisingly, then, the Guardian’s top gifts for modern young people are:

Apple’s iPad: The iPad is probably one of the hottest items of the year. However you look at it, almost everybody wants one.

Digital Cameras: Christmas is the perfect time to give this gift that can help you to catch those special seasonal memories. Digital cameras are not as expensive as they used to be, either. You can take a bargain for as little as $100.

Title

Celebrating in new ways

Situation

☆ Being   1.  with the commercialized performances.

☆Breaking the established  2. .

Ways to celebrate   3. 

☆ Flying to warm places to   4. the cold winter.

☆  5.  the surfing Santa in California.

☆ Enjoying a barbecue on the   6. Bondi Beach in Australia.

 7. for giving

☆ Giving vouchers to avoid a gift that may not be   8. .

☆ Buying a  9. item – an iPad.

☆ Choosing a   10.  digital camera.

 

 

The American newspaper has been around for about three hundred years. In 1721, the printer James Franklin. Benjamin's older brother, started the New England Courant, and that was what we might recognize today as a real newspaper. He filled his paper with stories of adventure, articles on art, on famous people, and on all sorts of political subjects.  

Three centuries after the appearance of Franklin's Courant. few believe that newspapers in their present printed form will remain alive for long Newspaper complies are losing advertisers （广告商）, readers, market value. and. in some cases, their sense of purpose at a speed that would not have been imaginable just several years ago The chief editor （主编） of the times said recently, "At places where they gather, editors ask one another, 'How are you?', as if they have just come out of the hospital or a lost law came. “An article about the newspaper appeared on the website of the Guardian, under the headline “NOT DEAD YET.” 

perhaps not, but the rise of the Internet which has made the daily newspaper look slow and out of step with the world, has brought about a real sense of death. Some American newspapers have lost 42% of their market value in the past thee years The New York Times Company has  seen its stock （股票） drop by 54% since the end of 2004, with much of the loss coming in the past year A manager at Deutsche Bank suggested that stock-holders sell off their Times stock The Washington Post Comply has prevented the trouble only by changing part of its business to education its testing and test-preparation service now brings in at least half the company's income.  

1.What can we learn about the New England Curran? 

A. It is mainly about the stock market.  

B. It marks the beginning of the American newspaper.  

C. It remains a successful newspaper in America.  

D. It comes articles by political leaders.  

2.What can we infer about the newspaper editors? 

A. They often accept readers' suggestions 

B. They care a lot about each other's health.  

C. They stop doing business with advertisers.  

D. They face great difficulties in their business.  

3.Which of the following found a new way for its development? 

A. The Washington Post           B. The Guardian 

C. The New York Times.          D. New England Courant 

4.How does the author seem to feel about the future of newspapers? 

A. Satisfied      B. Hopeful 

C. Worried       D. Surprised 

 

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