题目内容
Advertising can be a service to the customer. This is true when advertisements give reliable information about the goods advertised. Such information is needed if the customer is to make a sensible choice when he buys. It is useful in that it lets him know of the kinds of goods in the shops. Printed advertisements do this job best. Customers can collect them and compare them. They can be taken along to shops and their claims can be checked against the actual goods in the shops.
However, some advertisements are not very useful to the customer. Instead of helping him to sat??isfy his real needs, they set out to make him want things. They set out to create a need. These adver??tisements are cleverly done. The people who produce them understand our weaknesses. They set out to make us believe that what they advertise will make us cleverer, prettier and more handsome, if only we use it. Actually, it is our money they are after and we should be on guard.
Some advertisements mislead customers by using part of the truth to suggest something false, and it is skillfully made to give that idea to the careless reader, listener or viewer.
At its best advertising can be useful to the customer. At its worst it can mislead him. Many newspapers check on the goods for which the advertisements made claims. Most newspapers are very careful about the small advertisements, which try to sell goods directly to the readers by post. Many newspapers print information about this on their small advertisement pages. Advertising has become a very big business, and good firms in it do all they can to make sure it is conducted with some attention to truth. This is a help to the customer. But the best way is for customers to be on the lookout.
59. It can be inferred from the passage that advertisements can be useful if they ________.
A. how a long list of the goods advertised
B. give true information about goods
C. tell customers what to buy
D. appear on TV and in newspapers at the same time
60. Advertisements that play on our weaknesses make us ________.
A. desire things we do not need B. purchase the goods we need
C. attracted by them D. become loyal reader, listener or viewer
61. according to the text, which of the following is TRUE?
A. All advertising firms do not care to tell the truth about the goods they advertise.
B. All advertising firms only care to make money, as advertising is a big business.
C. Most advertising firms make sure that advertisements do not purposely cheat.
D. The advertised goods are often of poor quality.
62. The underlined word "They" refers to ________.
A. Goods B. Customers C. Shops D. Advertisements
59---62 BACD
A cartoon man dressed in old time pilot clothing greets visitors to Admongo. "Call me Haiz", he says upon arrival in a rocket ship that opens up with a crazy world inside it. Spacey dance music plays in the background as Haiz tells visitors that they need to learn about advertising.The malls were filled with people seeking gifts for their loved ones. Some of the malls remained open around the clock, partly to satisfy our needs to buy gifts.
Behind the materialistic aspect of shopping for gifts lies the idea of caring, being attentive to the desires of special people in our lives. However, to use a well-worn play on words: it is our presence, not our presents, that truly counts. Many of us, unfortunately, can be so inattentive, even in the presence of our loved ones, that we might as well not be there at all.
Attention is one of the greatest gifts we can give each other. Companies around the globe spend billions every year on advertising to catch our attention for just a short moment at a time. Whole industries – media, entertainment, education – rely on the precious gift of our attention for their continued existence. A baby lacking attention for a long time is likely to he psychologically unhealthy.
In earlier times, both diet and attention could be left unregulated without major cause for concern. There were natural checks and balances: limited availability of food meant few got fat, for example. Similarly, in bygone times we might have spent a few hours communicating with the village storyteller, today, watching an entire TV series, while speaking to nobody, is common. In traditional societies, with smaller population, everyone would get a fair deal of attention. On many issues we might go to see Grandma or Grandpa; now we have Google and Wikipedia.
“She just wants attention.” people tend to think little of those doing things simply for attention. But the truth is that human beings need attention, and giving attention to each other is, to a large extent, what human civilization is based upon. This perhaps explains the runaway success（一举成功）of social networking sites such as Twitter and Facebook. While we use such sites for “micro blogging”, “idea voicing” and “status updates” – the reality is that we are often doing no more or less than fulfilling our basic human drive for attention exchange.
I friend you, you friend me, I retweet you, you retweet me. The charming case with which we can now get and give attention is why many people appear overly attached to their smartphones. It is also a vicious（恶性）circle. As ever more people are busy exchanging attention online, there is increasingly less attention to be paid in the real world, which forces more people to seek their attention exchange online, or else risk attention-starvation.
The very nature of attention exchange is being rapidly transformed, and there is a danger that some of us will develop unhealthy practices. Just as eating red meat every day is a bad idea, so it is with too much attention exchange. The biological consequences of our technological advancement in food production are highly visible; heart disease, diabetes and obesity. The consequences of our transformed attention exchanges will be psychological and social, and so may take longer to identify, but they will be equally damaging.
Face-to-face attention is becoming rarer, and therefore more valuable. In a sense it is priceless. And it is a gift that can be given all-year-round.
【小题1】In the first two paragraphs the author .
| A．offers advice to attention givers | B．analyses the present problems |
| C．states the necessity of presents | D．puts forward his point of view |
| A．obtain information | B．give attention to others |
| C．voice their opinions | D．notice and get noticed |
| A．limited availability of food | B．natural checks and balances |
| C．a much smaller population | D．the guidance from old people |
| A．More people will risk attention-starvation in future. |
| B．The nature of attention exchange is rarely changed. |
| C．Technological advancement contributes to all diseases. |
| D．Transformed attention exchanges do harm to society. |
| A．advocate more focus on real life attention |
| B．analyze the necessity of attention giving |
| C．give practical tips on attention exchange |
| D．recommend some social networking sites |
