A man once said how useless it was to put advertisements in the newspapers, “Last week,” said he, “my umbrella was stolen from a London church. As it was a present, I spent twice its worth in advertising, but didn't get it back.”

“How did you write your advertisement?” asked one of the listeners, a merchant.

“Here it is,” said the man, taking out of his pocket a slip cut from a newspaper. The man took it and read, “Lost from the City Church last Sunday evening, a black silk umbrella. The gentleman who finds it will receive ten shillings on leaving it at No. 10 Broad Street.”

“Now,” said the merchant, “I often advertise, and find that it pays me well. But the way in which an advertisement is expressed is often very importance. Let us try for your umbrella again. and if it fails, I'll buy you a new one.”

The merchant then took a slip of paper out of his pocket and wrote: “If the man who was seen to take an umbrella from the City Church last Sunday evening doesn't wish to get into trouble, he will return the umbrella to No. 10 Broad Street. He is well known.”

This appeared in the paper, and on the following morning, the man was astonished when he opened the front door. In the doorway lay at least twelve umbrellas of all sizes and colors that had been thrown in, and his own was among the number. Many of them had notes fastened to them saying that they had been taken by mistake and begging the loser not to say anything about the matter.

The result of the first advertisement was that ______.

　　A. the man got his umbrella back

　  B. the man wasted some money advertising

　　C. nobody found the missing umbrella

　　D. the umbrella was found somewhere near the Church

“If it fails, I’ll buy you a new one .” suggested that____.

　　A. he was quite sure of success

　　B. he was not sure whether he would get the umbrella hack

　　C. he was rich enough to afford a new umbrella

D. he did not know what to do 

This is a story about _____.

　　A. a useless advertisement

　　B. how to make an effective(有效) advertisement

　　C. how the man lost and found his umbrella

D. what the merchant did for the umbrella owner

If you visit a big city anywhere in the world,you will probably find a restaurant which serves the food of your native country.Most large 　1 in the United States offer an international sample of 　2 .Many people enjoy eating the food 　3 other nations.This is probably one reason 　4 there are so many different kinds of restaurants in the United States.A second is that Americans 　5 from all the parts of the world.They enjoy tasting the foods of their 　6 lands.

In the city of Detroit, 7 ,there are many people from Western Europe,Latin America 8 the Far East.There are many restaurants in Detroit 9 serve the foods of these areas.There are many

10 international restaurants,too.Americans not only like the foods in these restaurants but also enjoy the chance to 　11 understand the foreign people and their 　12 of life.

One of 　13 most common international restaurants to be 　14 in the US is an Italian restaurant.The restaurant is a small business 　15 by a single family.The mother of the 　16

cooks all the dishes and the 　17 and children serve the customers who come to eat there.Or it may be a 18 restaurant which can 　19 many customers during one evening.So a restaurant may be owned 　20 one family,one person,or by several different people who work together in the business.

1.A.cities　　　　　 B.countryside　　　 C.nations　　　　　 D.families

2.A.waiters　　　　 B.restaurants　　　 C.foods　　　　　　 D.cooks

3.A.about　　　　　 B.of　　　　　　　　 C.on　　　　　　　　 D.with

4.A.as　　　　　 B.when　　　　　 C.which　　　　　　 D.why

5.A.arrive　　　 B.come　　 　　　 C.go　　　　　　　　 D.leave

6.A.garden　　　 B.country　　　　　 C.state　　　　　　 D.native

7.A.as　　　　　 B.like　　　　　 C.for example　　　 D.such as

8.A.and　　　　　　 B.with　　　　　 C.of　　　　　　　　 D.then

9.A.where　　　 B.which　　　　　　 C.when　　　　　 D.why

10.A.other　　　 B.others　　　　　　 C.another　　　　　 D.other’s

11.A.worse　　　 B.better　　　　　　 C.hardly　　　　　　 D.more

12.A.hope　　　 B.wish　　　　　 C.place　　　　　　 D.way

13.A.the　　　　　　 B.a　　　　　　　 C.this　　　　　 D.that

14.A.cooked　　　　 B.enjoyed　　　　 C.found　　　　　　 D.eaten

15.A.built　　　 B.run　　　　　　 C.driven　　　　　　 D.lived

16.A.family　　　　 B.city　　　　　 C.business　　　 D.restaurant

17.A.mother　　　　 B.guests　　　　　　 C.visitors　　　　　 D.father

18.A.small　　　 B.large　　　　　　 C.tiny　　　　　 D.bad

19.A.deal　　　　　 B.work　　　　　 C.serve　　　　　　 D.prepare

20.A.by　　　　　　 B.with　　　　　 C.of　　　　　　　　 D.for

III 阅读（共两节，满分40分）

第一节 阅读理解（共15小题；每小题2分，满分30分）

阅读下列短文，从每题所给A、B、C和D项中，选出最佳选项，并在答题卡上将该项涂黑。

Advertising in America offers some great advantages to consumers. For example, in order to keep prices low through mass production, companies must have a mass market for their products. Mass advertising creates mass markets. Producers cannot afford to develop new products, put them on the market and wait for customers to discover them. This would take too long. Demand for some products must be created. This is done through advertising.

　　But advertising sometimes makes it difficult for consumers to make wise decisions. The fact is that when people are constantly flooded with messages through the mass media persuading them to buy particular products, many respond by buying them.

　　Advertising is designed to influence an individual to buy a product. Sellers often study human behavior to discover what will convince consumers to buy a certain item. This reason for buying is called a buying motive.

　　Buying motives are usually broken down into two categories: rational and emotional. Rational buying motives include the desire to save money, the desire for comfort, or the desire for good workmanship. Emotional buying motives include buying out of fear, wanting to be liked, and wanting to have something better than your friends have.

　　Emotional appeals are found in most consumer advertising today. Certain cars promise to make the driver feel "younger" and " freer". Shoes promise to make the buyer's whole life "springier". Life insurance policies promise to take the "care out of living".

　　Most consumers believe that they are not easily influenced by emotional appeals. However, corporations that sell consumer products obviously think differently. They spend many millions of dollars every day on radio, television, newspaper and magazine ads that use these appeals.　　

1. It can be inferred from the passage that one of the advantages of advertising for consumers is that ________.

A. it can create a big demand for consumer goods

B. the mass market created by it leads to low prices

　C. producers can introduce new products to consumers

　D. it helps consumers discover new products

2. Consumers sometimes find it difficult to make a sensible decision when buying a particular product     because __________ .

　A. many advertisements are too difficult for them to understand

　B. they are afraid to be taken in by dishonest advertisements

　C. mass advertising offers them a range of good and cheap products

　D. they are confused by the quantity of advertisements promoting it

3. According to the passage, a toothpaste ad promising that people who use the product will make a lot of friends is an example of an ad that appeals to __________ .

　A. rational buying motives                              B. the consumer's commonsense

　C. emotional buying motives                         　D. the desire for a good product

4. The reason why companies spend enormous amounts of money on advertising is that ________ .

　A. they believe people can be influenced to buy a certain produce

B. it takes a lot of advertising to convince people to buy a certain product

　C. most consumers are not easily influenced by emotional appeals

　D. advertising based on emotional appeals are very effective

5. The best title for this passage would be ________ .

　A. Advertising can create demand                  　B. The advantages of advertising

　C. What effective advertising can do              　D. The role of advertising in selling products

III 阅读（共两节，满分40分）
第一节 阅读理解（共15小题；每小题2分，满分30分）
阅读下列短文，从每题所给A、B、C和D项中，选出最佳选项，并在答题卡上将该项涂黑。
Advertising in America offers some great advantages to consumers. For example, in order to keep prices low through mass production, companies must have a mass market for their products. Mass advertising creates mass markets. Producers cannot afford to develop new products, put them on the market and wait for customers to discover them. This would take too long. Demand for some products must be created. This is done through advertising.
　　But advertising sometimes makes it difficult for consumers to make wise decisions. The fact is that when people are constantly flooded with messages through the mass media persuading them to buy particular products, many respond by buying them.
　　Advertising is designed to influence an individual to buy a product. Sellers often study human behavior to discover what will convince consumers to buy a certain item. This reason for buying is called a buying motive.
　　Buying motives are usually broken down into two categories: rational and emotional. Rational buying motives include the desire to save money, the desire for comfort, or the desire for good workmanship. Emotional buying motives include buying out of fear, wanting to be liked, and wanting to have something better than your friends have.
　　Emotional appeals are found in most consumer advertising today. Certain cars promise to make the driver feel "younger" and " freer". Shoes promise to make the buyer's whole life "springier". Life insurance policies promise to take the "care out of living".
　　Most consumers believe that they are not easily influenced by emotional appeals. However, corporations that sell consumer products obviously think differently. They spend many millions of dollars every day on radio, television, newspaper and magazine ads that use these appeals.　　
1. It can be inferred from the passage that one of the advantages of advertising for consumers is that ________.
A. it can create a big demand for consumer goods
B. the mass market created by it leads to low prices
　C. producers can introduce new products to consumers
　D. it helps consumers discover new products
2. Consumers sometimes find it difficult to make a sensible decision when buying a particular product     because __________ .
　A. many advertisements are too difficult for them to understand
　B. they are afraid to be taken in by dishonest advertisements
　C. mass advertising offers them a range of good and cheap products
　D. they are confused by the quantity of advertisements promoting it
3. According to the passage, a toothpaste ad promising that people who use the product will make a lot of friends is an example of an ad that appeals to __________ .
　A. rational buying motives                              B. the consumer's commonsense
　C. emotional buying motives                         　D. the desire for a good product
4. The reason why companies spend enormous amounts of money on advertising is that ________ .
　A. they believe people can be influenced to buy a certain produce
B. it takes a lot of advertising to convince people to buy a certain product
　C. most consumers are not easily influenced by emotional appeals
　D. advertising based on emotional appeals are very effective
5. The best title for this passage would be ________ .
　A. Advertising can create demand                  　B. The advantages of advertising
　C. What effective advertising can do              　D. The role of advertising in selling products