An entire industry has been built upon the assumption that image is everything, but when it comes to it, an appealing image is not enough.If there is no substance(事实)behind the image, the product, service or person will fail eventually.

First of all, one should consider how important image is in the selling of products and services.Advertising agencies have raised the art of creating an image to a state of near perfection.Public concept of that product or service is certainly managed by the images created by the advertising agencies.But if the product or service does not live up to the image that was created, the customer will be very dissatisfied and possibly ask for their money back.For example, the Arthur Andersen accounting firm had spent decades building up an image of trustworthiness.But the recent scandal(丑闻)showed that behind that image, it cheated in business practices.Despite the previous positive image, the firm is being accused of criminal actions and it will probably not survive as a business unit.Although the image had been nearly perfect, the reality, behind the image has led to the downfall of the word-famous accounting firm.

Similarly, personal advisers can build up a public image for politicians and movie stars.Putting out positive news releases, making sure that only the best photographs are published, and ensuring that the person is seen in all the right places can build up a very positive image in the view of the general commons.But once again, history is filled with examples of both politicians and movie stars that fell from grace like the story of the Hollywood actor giving in to the pressures of fame and fortune.With people, just as with products and services, image is certainly important, but without positive substance behind the image, failure is close.

To summarize, it is clear that an appealing image is extremely important to success, whether that image is related to selling a product or service or to the “selling” of a person.But image is only half of the equation(等式).What lies behind that image is every bit as important as the image itself—the person or product must deliver truth on that image or there is little chance for long-term success.

1.The down fall of the Arthur Andersen accounting firm is due to ________.

A.its previous images. B.its dishonesty in business.

C.its bad management. D.its poor service.

2.Why did some famous people fall from grace?

A.They failed to live up to their images.

B.Their images were not well built up.

C.They felt much pressure from the public.

D.They paid little attention to fame and fortune.

3.The structure of the passage is _________.

A:Argument P:Point C.Conclusion

4.The author tries to argue that ________.

A.image creates everything.

B.image is the key to success.

C.truth is unlikely ever to be equaled.

D.truth and image are equally important.

Surtsey was born in 1963. Scientists saw the birth of this island.It began at 7:30 am . on 14th November . A fishing boat was near Iceland.The boat moved under the captain's (船长的) feet . He noticed a strange smell.He saw some black smoke .A volcano (火山) was breaking out . Red hot rocks,fire and smoke were rushing up from the bottom of the sea . The island grew quickly.It was 10 metres high the next day and 60 metres high on 18th November. Scientists flew there to watch.It was exciting.Smoke and fire were still rushing up. Pieces of red hot rock were flying into the air and falling into the sea. The sea was boiling and there was a strange light in the sky. Surtsey grew and grew. Then it stopped in June 1967. It was 175 metres high and 2 kilometres 1ong.And life was already coming to Surtsey. Plants grew.Birds came.Some scientists built a house.They wanted to learn about this young island.

A new island is like a new world.

1. When did scientists fly there to watch the birth of the island?

A. Before the volcano broke out.

B. On 14th November 1963 .

C. About four days after the volcano broke out .

D. In June 1967.

2.Put the following sentences in correct order .

a. Some scientists built a house on Surtsey to learn about this island .

b. The captain saw fire , smoke and rocks rushing up .

c. The sea was boiling .

d. A fishing boat was near Iceland .

e. A new island appeared in the sea .

A. a-b-c-d-e B. d-a-c-b-e

C. d-c-b-a-e D. d-b-c-e-a

3. The best title of the text is .

A. New Discovery .

B. The Birth of An Island.

C. A Captain and An Island .

D. How Does A Volcano Break Out.

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