阅读理解

　　Forget the meaningless used words and empty promises．From the time marketing began, there has never been a shortage of self-appointed experts who claim to have identified the words that will unlock your customers’ wallets．In the Internet age their advice is even easier to get．They promise that words such as “you,” “guarantee,” “easy,” “limited-time,” and the old standby, “free,” will produce surefire results．If only it were that simple．

　　As a smart business person, you probably know that there are no such things as magic words．But there’s something else you should know：Not only do magic advertising words not exist, several of them actually work against you．And chances are, you’re using at least one of them in your advertising now．

　　Here are the advertising words you should never use：

　　Quality

　　This may be the most overused word in advertising, which is the primary reason why you should stay away from it．What exactly does “quality” mean?In a Lexus, it may mean hand-crafted finishes, supple seats, or a smooth ride．In a Hyundai, it’s more about the extended warranty than anything．

　　The point is this：every product worth buying is a quality product．It may be high-priced quality or it may be low-priced quality, but it’s quality either way．That means every company believes it can use the word “quality” in its advertising．Too many have, and as a result, now it has become just seven empty letters．

　　Value

　　Like quality, value has been ruined by overuse．Go back to the Lexus and the Hyundai examples－which car is the better value?It depends on the buyer, on the purchase occasion, and on what features and benefits value is being judged．Both vehicles are good values depending on the purchase context．

　　Or take another industry, retail：Wal-Mart provides good value, but so does Tiffany．Value, like quality, is in the eye of the beholder, and every product or service has its own value equation．Saying “we provide the best value” is, therefore, virtually meaningless．

(1)

What does the underlined word “surefire” in the first paragraph mean？
[　　]
A．	certain
B．	successful
C．	unexpected
D．	unbelievable

(2)

If you are a smart business person, ________．
[　　]
A．	you should learn how to show promises
B．	you should ask self-appointed experts for advice
C．	you should follow the advice from the internet
D．	you should forget some ‘magic’ words

(3)

According to the writer, quality cannot be used for a primary reason that ________．
[　　]
A．	no one knows what quality exactly means
B．	every product is a high quality product
C．	it is meaningless and overused
D．	it has become seven letters and it is unacceptable

(4)

From reading the whole passage we know the writer thinks ________．
[　　]
A．	quality and value are very important to products
B．	no one can exactly judge which product has the better value
C．	every product that is worth buying is high-priced quality
D．	with the development of ads, we need more experts in advertising

What is true friendship? True friendship doesn’t mean that when you need your friends’ help, you will 1 them to dinner, and you will put your friends in a difficult 2 when you have to protect yourself. 3 true friendship is understanding of the souls and the 4 of the hearts. True friends are connected in hearts every minute whatever the 5 is.
True friendship involves 6 : doing something for someone else while expecting nothing 7 ; sharing thoughts and feelings 8 fear of judgment or negative criticism.
9 is essential to true friendship. We need to be able to 10 our deepest secrets with someone, without worrying that those secrets will 11 on the Internet the next day! Failing to 12 those secrets can destroy a friendship in a hurry. True friendship has 13 to do with fame, power, or possessions. True friends 14 contact you at usual time, but come to you 15 you need their help. They care not 16 you are, but who you are. You’re not his stepping-stone to 17but are his walking stick to 18 difficulties. When you are happy, you are 19 to forget him, but when you are in trouble, he is the first one you will 20 for help.

1.
1. A.
  inform
2. B.
  regard
3. C.
  treat
4. D.
  advise
2.
1. A.
  situation
2. B.
  state
3. C.
  occasion
4. D.
  surrounding
3.
1. A.
  In a word
2. B.
  On the contrary
3. C.
  In a nutshell
4. D.
  On average
4.
1. A.
  consideration
2. B.
  connection
3. C.
  attraction
4. D.
  communication
5.
1. A.
  distance
2. B.
  destination
3. C.
  position
4. D.
  ambition
6.
1. A.
  promise
2. B.
  action
3. C.
  belief
4. D.
  words
7.
1. A.
  in turn
2. B.
  at times
3. C.
  in return
4. D.
  at no times
8.
1. A.
  with
2. B.
  without
3. C.
  despite
4. D.
  beyond
9.
1. A.
  Trust
2. B.
  Honesty
3. C.
  Kindness
4. D.
  Humor
10.
1. A.
  keep
2. B.
  unite
3. C.
  share
4. D.
  realize
11.
1. A.
  take up
2. B.
  end up
3. C.
  come up
4. D.
  bring up
12.
1. A.
  keep
2. B.
  prevent
3. C.
  protect
4. D.
  remain
13.
1. A.
  something
2. B.
  nothing
3. C.
  anything
4. D.
  everything
14.
1. A.
  frequently
2. B.
  regularly
3. C.
  seldom
4. D.
  usually
15.
1. A.
  all the time
2. B.
  any time
3. C.
  each time
4. D.
  by the time
16.
1. A.
  where
2. B.
  who
3. C.
  how
4. D.
  what
17.
1. A.
  dream
2. B.
  future
3. C.
  success
4. D.
  aim
18.
1. A.
  live through
2. B.
  put through
3. C.
  break through
4. D.
  look through
19.
1. A.
  possible
2. B.
  likely
3. C.
  probable
4. D.
  impossible
20.
1. A.
  turn to
2. B.
  bring in
3. C.
  set out
4. D.
  look up

US president Barack Obama told students that it takes hard work in school to prepare for a rewarding career in his “back to school” speech, 36 last Tuesday in Virginia, US. Here is excerpt （节选）from his speech:

I know that sometimes, you get the 37 that you can be rich and successful without any hard work – 38 your ticket to success is through rapping or basketball or being a reality TV star, when chances are, you’re not going to be any of those things. But the truth is, being successful is 39 .You won’t love every subject you study. Not every homework assignment will seem completely important to your life right this minute. And you may not succeed at 40 the first time you try.

That’s OK. Some of the most successful people in the world are the ones who’ve had the most 41 .JK Rowling’s first Harry Potter book was 42 12 times before it was finally published. Michael Jordan was 43 his high school basketball team, and he lost hundreds of games and missed thousands of shots during his career. But he once said. “I have failed over and over and over again in my life. And that is why I succeed.”

These people succeeded because they understand that you can’t let your failures 44 you. No one’s 45 being good at things; you become good at things through hard work.

Don’t be afraid to ask questions. Don’t be afraid to ask for help when you need it. I do that every day. Asking for help isn’t a sign of weakness; it’s a sign of 46 . It shows you have the courage to admit when you don’t know something, and to learn something new.

And even when you’re 47 , even when you’re discouraged, and when you feel like other people have given up on yourself, you won’t give up on yourself. Because when you give up on yourself, you give up on your country.

36. A. addressed B. claimed C. delivered D. announced

37.A. feelings B. definition C. concept D. sense

38. A. that B. which C. what D. whatever

39. A. inaccessible B. hard C. rough D. unavailable

40.A, anything B. everything C. nothing D. something

41. A. effort B. attempts C. failures D. successes

42. A. denied B. turned away C. declined D. rejected

43. A. cut from B. cut off C. cut down D. cut in

44. A. confirm B. define C. identify D. prove

45. A. brought up B. raised C. fed D. born

46. A. strength B. courage C. weakness D. perseverance

47. A. struggling B. fighting C. trying D. succeeding

What is true friendship? True friendship doesn’t mean that when you need your friends’ help, you will 36 them to dinner, and you will put your friends in a difficult 37 when you have to protect yourself. 38 true friendship is understanding of the souls and the 39 of the hearts. True friends are connected in hearts every minute whatever the 40 is.
True friendship involves 41 : doing something for someone else while expecting nothing 42 ; sharing thoughts and feelings 43 fear of judgment or negative criticism.
44 is essential to true friendship. We need to be able to 45 our deepest secrets with someone, without worrying that those secrets will 46 on the Internet the next day! Failing to 47 those secrets can destroy a friendship in a hurry. True friendship has 48 to do with fame, power, or possessions. True friends 49 contact you at usual time, but come to you 50 you need their help. They care not 51 you are, but who you are. You’re not his stepping-stone to 52 but are his walking stick to 53 difficulties. When you are happy, you are 54 to forget him, but when you are in trouble, he is the first one you will 55 for help.

What is true friendship? True friendship doesn’t mean that when you need your friends’ help, you will 36 them to dinner, and you will put your friends in a difficult 37 when you have to protect yourself. 38 true friendship is understanding of the souls and the 39 of the hearts. True friends are connected in hearts every minute whatever the 40 is.

True friendship involves 41 : doing something for someone else while expecting nothing 42 ; sharing thoughts and feelings 43 fear of judgment or negative criticism.

44 is essential to true friendship. We need to be able to 45 our deepest secrets with someone, without worrying that those secrets will 46 on the Internet the next day! Failing to 47 those secrets can destroy a friendship in a hurry. True friendship has 48 to do with fame, power, or possessions. True friends 49 contact you at usual time, but come to you 50 you need their help. They care not 51 you are, but who you are. You’re not his stepping-stone to 52 but are his walking stick to 53 difficulties. When you are happy, you are 54 to forget him, but when you are in trouble, he is the first one you will 55 for help.

1. A. inform B. regard C. treat D. advise

2.A. situation B. state C. occasion D. surrounding

3.A. In a word B. On the contrary C. In a nutshell D. On average

4.A. consideration B. connection C. attraction D. communication

5.A. distance B. destination C. position D. ambition

6.A. promise B. action C. belief D. words

7. A. in turn B. at times C. in return D. at no times

8.A. with B. without C. despite D. beyond

9.A. Trust B. Honesty C. Kindness D. Humor

10.A. keep B. unite C. share D. realize

11.A. take up B. end up C. come up D. bring up

12.A. keep B. prevent C. protect D. remain

13. A. something B. nothing C. anything D. everything

14. A. frequently B. regularly C. seldom D. usually

15.A. all the time B. any time C. each time D. by the time

16.A. where B. who C. how D. what

17.A. dream B. future C. success D. aim

18. A. live through B. put through C. break through D. look through

19.A. possible B. likely C. probable D. impossible

20.A. turn to B. bring in C. set out D. look up

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