Misunderstanding is likely to __________if people fail to communicate with each other.

　 A. raise B. rise 　 C. arise D. add up

阅读下面短文，从A、B、C对四个选项中选出最佳选项。

　　In history，a real cowboy was a simple farm worker on horseback．He spent a long time a day outdoors working with cows ．The work was dirty，tiring and not very well paid．

　　People in the western。states had to 　1　 cattle at low cost and send them by railway to the eastern 　2　 ．But someone had to 　3　 the cattle and get them to the nearest railroad．This was the job of a cowboy．Sometimes the 　4　 was more than a thousand Kilometers away and it could take as 　5　 as six months to move the cattle．The　6　 was long but the cattle were driven 　7　 as not to lose 　8　．Then they could be sold at a good price．

　　Most cowboys were young，　9　 men．A good horse 　10　 their job of moving cattle much easier．A good cowboy 　11　 cows and knew how to control them．At night，he 　12　 to the cows to keep them calm．

　　In the late 1800s，America was changing from a nation of farm to one of 　13　 and cities．The cowboy seemed 　14　 compared with other Americans doing ordinary jobs．

　　Today，the 　15　 of cowboys has 　16　 greatly．One change is the use of trucks．

　　The job is not so hard 　17　 it used to be．And cowboys are better 　18　 now．They are 　19　 to be married．Some of them are farmers teachers or truck drivers．Some work for big companies．　20　 at night and on weekends，they become cowboys．These part-time cowboys increase the total production of meat，keeping the beef price low．

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Money spent on advertising is money spent as well as any I know of. It serves directly to bring about a rapid sale of goods at reasonable prices, so setting up a firm home market and making it possible to provide for export (出口) at good prices. By drawing attention to new ideas it helps greatly to raise standards of living. By helping to increase demand it causes an increased need for labour, and is therefore a nice way to fight unemployment. It lowers the costs of many services: without advertisements your daily newspaper would cost four times as much, the price of your television program would need to be doubled, and travel by bus or subway would cost more.

　　And perhaps most important of all, advertising provides a promise of reasonable value in the products and services you buy. Besides the fact that twenty-seven Acts of Parliament(国会)govern the terms of advertising, no regular advertiser dare produce anything that fails to live up to the promise of his advertisements. He might fool some people for a little while through misleading advertising. He will not do so for long, for the public has the good sense not to buy the poor goods more than once. If you see product frequently advertised, it is the proof I know that the product does what is promised for it, and that it has good value.

　　Advertising does more for the good of the public than any other force I can think of.

　　There is one more point I feel I ought to touch on. Recently I heard a well-known television person declared that he was against advertising because it persuades rather than informs. He was telling us the real difference. Of course advertising tries to persuade.

　　If its message were nothing but information, that would be difficult to get more people to buy, for even the choice of the colour of a shirt is a bit persuasive (有说服力的)--advertising would be so boring that no one would pay any attention. But perhaps that is what the well-known television person wants.

By the first sentence of the passage the writer means that ___.

　 A. he is fairly familiar with the cost of advertising

　 B. everybody knows well that advertising is a waste of money

　 C. advertising costs more money than everything else

　 D. money on advertising is worth spending

In the passage, which of the following is NOT included in the advantages of advertising?

　 A. Getting greater fame.              B. Providing more jobs.

　 C. Raising living standards.           D. Reducing newspaper cost.

The writer thinks that the well-known TV person is _____.

　 A. quite right in passing his judgment on advertising

　 B. interested in nothing but the buyers' attention

　 C. correct in telling the difference between persuasion and information

　 D. obviously unfair in his views on advertising

In the writer's opinion, ________.

　 A. advertising can seldom bring material interest to man by providing information

　 B. advertising informs people of new ideas rather than wins them over

　 C. there is nothing wrong with advertising in persuading the buyer

　 D. the buyer is not interested in getting information from an advertisement

Humanity uses a little less than half the water available worldwide. Yet occurrences of shortages and droughts (干旱) are causing famine and distress in some areas, and industrial and agricultural by-products are polluting water supplies. Since the world’s population is expected to double in the next 50 years, many experts think we are on the edge of a widespread water crisis.
　 But that doesn’t have to be the outcome. Water shortages do not have to trouble the world---if we start valuing water more than we did in the past. Just as we began to appreciate petroleum more after the 1970s oil crises, today we must start looking at water from a fresh economic perspective. We can no longer afford to consider water a virtually free resource of which we can use as much as we like in any way we want.
　 Instead, for all uses except the domestic demand of the poor, governments should price water to reflect its actual value. This means charging a fee for the water itself as well as for the supply costs.
　 Governments should also protect this resource by providing water in more economically and environmentally sound (健康的) ways. For example, often the cheapest way to provide irrigation water in the dry tropics is through small-scale projects, such as gathering rainfall in depressions (凹地) and pumping it to nearby cropland.
　 No matter what steps governments take to provide water more efficiently, they must change their institutional and legal approaches to water use. Rather than spread control among hundreds or even thousands of local, regional, and national agencies that watch various aspects of water use, countries should set up central authorities to coordinate (调整) water policy.
【小题1】What is the real cause of the potentials water crisis.