The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people’s desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are worthless and a waste of consumers’ money.

Sometimes advertising is intentionally misleading. A few years ago a brand of

bread was offered to dieters (节食者) with the message that there were fewer calories in every slice. It turned out that the bread was not dietetic (适合于节食的), but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf.

　　On the positive side, emotional appeals may respond to a consumer’s real concerns. Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. But fear of loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising.

　　Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it? Advertising is intended to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision.

56. Advertising can persuade the consumer to buy worthless products by _________.

　 A. stressing their high quality

　 B. convincing him of their low price

　 C. maintaining a balance between quality and price

　 D. appealing to his buying motives

57. The reason why the bread advertisement is misleading is that ________.

　 A. thin slices of bread could contain more calories

　 B. the loaf was cut into regular slices

　 C. the bread was not genuine bread

　 D. the total number of calories in the loaf remained the same

58. The passage tells us that _______.

　 A. sometimes advertisements really sell what the consumer needs

　 B. advertisements occasionally force consumers into buying things they don’t need

　 C. the buying motives of consumers are controlled by advertisements

　 D. fire insurance is seldom a worthwhile investment

59. It can be inferred from the passage that a smart consumer should ________.

　 A. think carefully about the benefits described in the advertisements

　 B. guard against the deceiving nature of advertisements

　 C. be familiar with various advertising strategies

　 D. avoid buying products that have strong emotional appeal

60. The passage is mainly about ________.

　 A. how to make a wise buying decision

　 B. ways to protect the interests of the consumer

　 C. the positive and negative aspects of advertising

　 D. the function of advertisements in promoting sales

短文写作（共1题；满分25分）
根据提示用英语介绍二十世纪杰出的女性之一：海伦?凯勒（Helen Keller.）。
　　内容要点如下：
　　1、海伦?凯勒1880年6月出生于美国。她十九个月大时，由于生病变得又聋又盲。从此她就生活在见不到天日、听不到声音的世界里。
　　2、七岁时，她的父母给她找了一名老师——Miss Sullivan. Miss Sullivan在教海伦的过程中遇到了许多困难。由于海伦的坚强意志和智慧以及Miss Sullivan的技巧和耐心，她们克服了所有的困难，并取得了成功。
　　3、她完成了大学教育，取得了英语文学学位；致力于盲聋儿童的社会工作；著有多本著作，其中《我的一生》（The Story of My Life）最为著名。
　　注意：
　　1）介绍须包括所有内容要点，但不要逐条翻译。
　　2）可以适当增加细节，使内容连贯。
　　3）词数：130左右。
　　参考词汇：意志和智慧will and intelligence；技巧和耐心skill and patience；英语文学学位a degree in English literature
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The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people’s desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are worthless and a waste of consumers’ money.
Sometimes advertising is intentionally misleading. A few years ago a brand of
bread was offered to dieters (节食者) with the message that there were fewer calories in every slice. It turned out that the bread was not dietetic (适合于节食的), but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf.
　　On the positive side, emotional appeals may respond to a consumer’s real concerns. Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. But fear of loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising.
　　Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it? Advertising is intended to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision.
56. Advertising can persuade the consumer to buy worthless products by _________.
　 A. stressing their high quality
　 B. convincing him of their low price
　 C. maintaining a balance between quality and price
　 D. appealing to his buying motives
57. The reason why the bread advertisement is misleading is that ________.
　 A. thin slices of bread could contain more calories
　 B. the loaf was cut into regular slices
　 C. the bread was not genuine bread
　 D. the total number of calories in the loaf remained the same
58. The passage tells us that _______.
　 A. sometimes advertisements really sell what the consumer needs
　 B. advertisements occasionally force consumers into buying things they don’t need
　 C. the buying motives of consumers are controlled by advertisements
　 D. fire insurance is seldom a worthwhile investment
59. It can be inferred from the passage that a smart consumer should ________.
　 A. think carefully about the benefits described in the advertisements
　 B. guard against the deceiving nature of advertisements
　 C. be familiar with various advertising strategies
　 D. avoid buying products that have strong emotional appeal
60. The passage is mainly about ________.
　 A. how to make a wise buying decision
　 B. ways to protect the interests of the consumer
　 C. the positive and negative aspects of advertising
　 D. the function of advertisements in promoting sales

为了丰富学生们的生活,南山中学学生会将举办一次音乐周活动。请你以组织者的身份写一个书面通知书。有关内容如下:

时间:2013年1月第1周

活动:1.演唱歌曲:流行歌曲

　　 2.器乐演奏:古典和民间音乐

　   3.音乐比赛:听歌曲片断,然后猜出处

地点:届时通知 参加者请于2012年12月20日前到学生会办公室报名。

注意：1.书面通知应写成一篇连贯的短文;

　　  2.可以适当增减细节;

　 　 3.词数100左右;

　　  4.通知格式已为你写好;

　    5.参考词汇: 民歌 folk    乐器  musical instruments

Dear students,

Come to the great fun!

                                  The Students’ Union

                                  December 4^th,2012

短文写作（共1题；满分25分）

根据提示用英语介绍二十世纪杰出的女性之一：海伦?凯勒（Helen Keller.）。

　　内容要点如下：

　　1、海伦?凯勒1880年6月出生于美国。她十九个月大时，由于生病变得又聋又盲。从此她就生活在见不到天日、听不到声音的世界里。

　　2、七岁时，她的父母给她找了一名老师——Miss Sullivan. Miss Sullivan在教海伦的过程中遇到了许多困难。由于海伦的坚强意志和智慧以及Miss Sullivan的技巧和耐心，她们克服了所有的困难，并取得了成功。

　　3、她完成了大学教育，取得了英语文学学位；致力于盲聋儿童的社会工作；著有多本著作，其中《我的一生》（The Story of My Life）最为著名。

　　注意：

　　1）介绍须包括所有内容要点，但不要逐条翻译。

　　2）可以适当增加细节，使内容连贯。

　　3）词数：130左右。

　　参考词汇：意志和智慧will and intelligence；技巧和耐心skill and patience；英语文学学位a degree in English literature

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