题目内容
Advertising is a highly developed twentieth-century industry. The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising. Why is advertising so popular? Is it a waste of money? It has been proved again and again that repeated advertising increases product sales. Since it increases production, the price can be reduced. Therefore advertising, instead of making a product more expensive, makes it cheaper.
Advertising is now a scientific business. Once managers would say jokingly, " I know that half of what I spend on advertising is wasted, but I don't know which half." Now, all parts of an advertising program are properly measured and researched.
What makes a good advertisement? There have been major changes in advertising in the past sixty years. People read advertisements partly for information and partly for pleasure. Today's advertisements often start with a question, or a puzzle, with the purpose of attracting the reader's attention. Of course, most advertisements contain information. But this is usually contained in a text that is interesting and often funny. Humor is very important. Sometimes advertisements tell a story, or the story may be continued over a number of advertisements. However, there is a danger in this. It is possible that the reader or viewer will remember the advertisement but not the name of the product.
【小题1】The purpose of advertising is ____.
| A．to increase product sales |
| B．to make a product much better |
| C．to spend more money |
| D．to reduce the production |
| A．Here and there. | B．Again and again. |
| C．As usual. | D．At the same time. |
| A．A11 the money on advertising was wasted. |
| B．Not all the advertisements were well designed. |
| C．A11 the managers knew about advertising then. |
| D．Managers spent no money on advertising. |
| A．Useless. | B．Unnecessary. | C．Important. | D．Wasteful. |
【小题1】A
【小题2】D
【小题3】B
【小题4】C
解析试题分析：
【小题1】A 细节题。根据第一段3,4行t has been proved again and again that repeated advertising increases product sales.说明A正确。
【小题2】D 推理题。根据本句The development of radio, television, cinema, magazines and newspapers has gone hand in hand with the development of advertising.指广告业和电视电影以及其它的传媒行业的发展是同时进行的，故D正确。
【小题3】B 推理题。根据Once managers would say jokingly, " I know that half of what I spend on advertising is wasted, but I don't know which half." Now, all parts of an advertising program are properly measured and researched.说明以前广告中的一半的费用都被浪费了是因为广告的设计和宣传都有问题，而现在这样的问题已经被解决了。故B的说法正确。
【小题4】C 推理题。根据文章第一段后三行Since it increases production, the price can be reduced. Therefore advertising, instead of making a product more expensive, makes it cheaper.说明广告很重要。故C正确。
考点：考查教育类短文阅读
点评：文章介绍了与广告有关的信息，广告的作用，广告的设计以及在广告设计中最重要的内容。本文对推理题的考查较多，解此类题需要结合上下文提供的语境和信息进行简单的概括和判断。?
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 |
