摘要:A commercial advertisement is one which someone has paid for to promote a product or service.

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It is pretty much a one-way street. While it may be common for university researchers to try their luck in the commercial world, there is very little traffic in the opposite direction. Pay has always been the biggest deterrent, as people with families often feel they cannot afford the drop in salary when moving to a university job. For some industrial scientists, however, the attractions of academia (学术界) outweigh any financial considerations.
  Helen Lee took a 70% cut in salary when she moved from a senior post in Abbott Laboratories to a medical department at the University of Cambridge. Her main reason for returning to academia mid-career was to take advantage of the greater freedom to choose research questions. Some areas of inquiry have few prospects of a commercial return, and Lee’s is one of them.
  The impact of a salary cut is probably less severe for a scientist in the early stages of a career. Guy Grant, now a research associate at the Unilever Centre for Molecular Informatics at the University of Cambridge, spent two years working for a pharmaceutical (制药的) company before returning to university as a post-doctoral researcher. He took a 30% salary cut but felt it worthwhile for the greater intellectual opportunities.
  Higher up the ladder, where a pay cut is usually more significant, the demand for scientists with a wealth of experience in industry is forcing universities to make the transition (转换) to academia more attractive, according to Lee. Industrial scientists tend to receive training that academics do not, such as how to build a multidisciplinary team, manage budgets and negotiate contracts. They are also well placed to bring something extra to the teaching side of an academic role that will help students get a job when they graduate, says Lee, perhaps experience in manufacturing practice or product development. “Only a small number of undergraduates will continue in an academic career. So someone leaving university who already has the skills needed to work in an industrial lab has far more potential in the job market than someone who has spent all their time on a narrow research project.”
【小题1】By “a one-way street” in Paragraph One, the author means ________.

A.university researchers know little about the commercial world
B.there is little exchange between industry and academia
C.few industrial scientists would quit to work in a university
D.few university professors are willing to do industrial research
【小题2】The underlined word “deterrent” most probably refers to something that ________.
A.keeps someone from taking action B.helps to move the traffic
C.attracts people’s attention D.brings someone a financial burden
【小题3】What was Helen Lee’s major consideration when she changed her job in the middle of her career?
A.Flexible work hours.
B.Her research interests.
C.Her preference for the lifestyle on campus.
D.Prospects of academic accomplishments.
【小题4】 Guy Grant chose to work as a researcher at Cambridge in order to ________.
A.do financially more rewarding work
B.raise his status in the academic world
C.enrich his experience in medical research
D.exploit better intellectual opportunities
【小题5】What contribution can industrial scientists make when they come to teach in a university?
A.Increase its graduates’ competitiveness in the job market.
B.Develop its students’ potential in research.
C.Help it to obtain financial support from industry.
D.Gear its research towards practical applications.

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Most glasses help people see better, but a new invention from Japan may soon improve language skills and       language barriers instead.

         High-tech Company NEC has       a device that it says will      users to communicate with people of different      .

         Shaped like a pair of eyeglasses      without the lenses(镜片), the computer-assisted Tele Scouter would      a picture-forming device to present almost real-time translations directly onto the      retina(视网膜). The text, provided      through voice recognition and      programs, would effectively provide movie-like “subtitles” (字幕)during a conversation between two people      the glasses.

         “You can keep the      flowing,” NEC market development official Takayuki Omino told reporters at Tokyo exposition      the device was on display. “This could also be used for talks     with secret information,” says Omino,       that there would be no need for translators.

         Each user’s      words would be      by microphone, translated, and be instantly      for conversation partners in      visual texts and as audio delivered through headphones.

         Users can still see their conversation partner’s face because the text is      onto only part of the retina—the first time such technology is used in a commercial product, according to NEC.

         The company plans to put the Tele Scouter in Japan in November next year,       at the beginning without the translation mode.

1.A. cut off                         B. cut up                          C. cut in                                  D. cut down

2.A. come across           B. come up with          C. come through                 D. come down

3.A. allow               B. promise                    C. force                                 D. leave

4.A. backgrounds                B. cultures                            C. languages                         D. customs

5.A. so                                   B. or                             C. but                                    D. while

6.A. admit                   B. adopt                           C. agree                                 D. adapt

7.A. designer’s           B. translator’s                      C. producer’s                       D. user’s  

8.A. instantly              B. strangely                          C. suddenly                          D. slowly

9.A. admission            B. translation                       C. preparation                     D. permission

10.A. bearing                       B. carrying                            C. wearing             D. taking

11.A. discussion                  B. argument                         C. conversation                   D. translation

12.A. where                         B. which                                C. why                                   D. how

13.A. connected                 B. satisfied                            C. joined                               D. covered

14.A. stating                   B. noticing                    C. realizing                           D. criticizing

15.A. spoken                  B. imagined                           C. written                             D. expected

16.A. made up           B. picked up                         C. turned up                        D. brought up

17.A. agreeable                  B. acceptable                       C. believable                        D. available

18.A. either                         B. neither                             C. none                                 D. both

19.A. placed                        B. got                                     C. passed                         D. knocked

20.A. therefore                   B. although                           C. however                     D. While

 

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第二节完形填空(共20小题;每小题1.5分,满分 30分)
阅读下面短文,从短文后所给各题的四个选项(A、B、C、和D)中,选出可以填入空白处的最佳选项,并在答题卡上将该项涂黑
One autumn morning 6 years ago, Johnson Liao was crying in the hall of Taipei’s Sherwood Hotel, life seemed unfair. The people who laughed as they walked   36   were taking their health   37   granted, just as he  38  himself. Now,   39__, he felt helpless—and he couldn’t even show his disappointment in his  40  .
Seeking more personally satisfying  41  , he had just left a successful job as a commercial artist when it seemed that fate(命运)played a cruel trick on him. It was at this time   42   he developed cancer and was  43  to work. But that moment in the hotel was a turning point for Johnson. He began to  44  the fact that there is no such a thing as fate, only  45  . Since then, he has published several imaginative, illustrated(带插图的)books.
According to Johnson, you are  46  you choose to be. You can give up or you can work to be a happier person. Johnson realized that, while the world  47  seems unfair, your choice can change your life.
This idea can be   48  in Johnson’s books, where his characters show the powerlessness they feel   49  making their choices. The message that goes with Johnson’s drawings, however, is 50 .Though the world may make us feel small, we must be  51  . Everything will be all right for us—as it is for the “small people” in Johnson’s books—if we make choices that are   52  for us.
In spite of his new  53  and wealth, Johnson prefers working  54  at home with his wife and daughter. He spends his mornings drawing. To Johnson, living a life as he chooses means much more than money and fame could  55  .
36.A.on     B.past   C.up     D.away
37.A.up     B.as      C.with  D.for
38.A.ought to   B.had to       C.needed to  D.used to
39.A.however   B.therefore      C.so    D.but
40.A.crying         B.painting C. imagination       D.consideration
41.A.home       B.condition  C.situation   D.work
42.A.where       B.which       C.that   D.when
43.A.unable      B.impossible       C.unfit  D.difficult
44.A.understand     B.face C.refuse       D.recognize
45.A.failures     B.efforts      C.choices     D.interests
46.A.that   B.what  C.which       D.whoever
47.A.always      B.seldom     C.sometimes D.usually
48.A.found       B.drawn       C.written     D.accepted
49.A.after  B.about C.with  D.before
50.A.powerful  B.hopeful     C.useful       D.successful
51.A.great B.strong       C.brave D.equal
52.A.scientific  B.basic C.right  D.simple
53.A.product    B.fame C.name D.job
54.A.rapidly     B.separately C.slowly      D.quietly
55.A.offer B.gain  C.gather       D.earn

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                                                                               B
Pingyao, located (坐落于) in the center of Shanxi Province, is a famous historic cultural city of China and a world cultural heritage (遗产) site. It is 90 kilometers south of Taiyuan on the Fen River.
People lived in Pingyao during the New Stone Age. Its long period as a county government seat (县衙) has left Pingyao with lots of historic buildings and sites, with a 2,700-year history. Ninety-nine of them are under government protection, including Zhengguo Temple, Shuanglin Temple and Pingyao Ancient City.
During the Ming and Qing Dynasties, businessmen organized commercial (商业的) groups that did business nationwide. Shanxi Province had some of the most important ones and Pingyao was their center. In 1823, a store, known as Rishengchang (Sunrise Prosperity), traded in bank checks (支票) rather than in silver or gold coins. It was the beginning of modern Chinese banking. Branch (分支) banks were soon set up in major cities in China and other parts of Asia, leading to great development in Pingyao. Its lacquer ware (漆器) became well known as well.
In Pingyao Ancient City are many traditional houses and commercial buildings, 3,797 of which are protected and more than 400 of which are in good condition. Not only do the houses in Pingyao show Shanxi’s history and culture, but this large number is valuable for studying its history, customs, ancient buildings and art. Most of these houses are still used as homes and shops of local people.
In 1997, Ancient Pingyao City was listed in World Heritage List as “World Culture Heritage Site”(世界文化遗产).
【小题1】What does the underlined word “them” (in Paragraph 2) refer to?

A.Historic buildings and sites.B.The three temples.
C.The county government seats.D.The 2,700-year history.
【小题2】 Which of the following about Pingyao is NOT mentioned in the passage?
A.Its location.B.Its tourism.C.Its business.D.Its history.
【小题3】During the Ming and Qing Dynasties, Pingyao was a leading center in _____.
A.growing rice and corn .B.raising cattle.
C.commercial trade.D.making gold coins.
【小题4】If you want to know about the history of banking in China, which of the following places should you visit?
A.Sunrise Prosperity.B.Zhengguo Temple.
C.A lacquer ware store. D.A commercial house.

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Making an advertisement for television often costs more than a movie.For example, a two-hour movie costs $ 6 million to make.A TV commercial can cost more than $ 6 000 a second.And that does not include cost of paying for air time(电视节目开始的时间).Which is more valuable, the program or the ad? In terms of money--and making money is what television is all about  the commercial is by far the more important.

    Research, market testing, talent, time and money-----all come together to make us want to buy a product.No matter how bad we think a commercial is, it works.The sales of Charm went up once the ads began.TV commercials actually buy their way into our head.We, in turn, buy the product.

    And the ads work because so much time an attention are given them.Here are some rules of commercial ad making.If you want to get the low middle-class buyer, make sure the announcer has a tough, manly voice.Put some people in the ad who work with their hands.If you want to sell to upper-class audience, make sure that the house, the furniture, and the hair style are the types that the group identifies (识别) with.If you want the buyer feel superior to the character selling the product, then make that person so stupid or silly that everyone will feel great about himself or herself

We laugh at commercials.We don't think we pay that much attention them.But facts show we are kidding ourselves.The making of a commercial that costs so much money is not kid stuff.It's big, big business.And it's telling us what to think, what we need, and what to buy.To put  it simply, the TV commercial is a form of brainwashing.

TV commercials are more important than other programs to television because _______.

   A.they bring in great profits (利润)             B.they require a lot of money to make

C.they are not difficult to produce  D.they attract more viewers than other programs

The purpose of all the efforts made in turning out TV commercials is ________.

   A.to persuade people to buy the product      B.to show how valuable the product is

   C.to test the market value of the product     D.to make them as interesting as TV movies

From the rules set for making commercial ads, we can see that_________.

   A.the lower-middle-class buyer likes to work with his hand

   B.the more stupid the characters, the more buyers of the product

   C.ad designers attract different people with different skills

   D.an upper-class buyer is more interested in houses and furniture than a lower-middle-class buyer

It is believed by the writer that_________.

   A.few people like to watch TV commercials

B.TV commercials are a good guide to buyers

   C.TV commercials often make people laugh

D.people do not think highly of TV commercials

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