题目内容
Ads are usually broadcast on TV and over radio, posted on Internet and printed in newspapers and on
posters in our cities.
A．the; X; a; the; the B．X; X; the; X; X
C．the; a; the; X; the D．X; the; the; X; X
According to legend, the Bridge of Sighs in Venice, Italy, which connects the Palazzo Ducale to an ancient prison, got its name because the walk across it gave prisoners on their way to jail a final chance to appreciate the beauty of the city.
The view from the bridge today, however, is more likely to be of a giant billboard selling Bulgari or Coca – cola. Beyond the billboards, monuments are being restored. The money comes from advertising profits.
But when the Coke billboards went up this summer on buildings near the Piazza San Marco, which is at the historic heart of Venice, there was a public debate.
“We can’t commercialize everything,” said Alessandra Mottola Molfino, a Venetian. “The lesson that goes out is that a price is for everything.”
“We couldn’t stay quiet,” said Maria Camilla Bianchini d’Alberigo, president of a heritage protection association. “Too much is too much.”
There needed to be rules, she added, rules that prevent the advertising billboards clashing (冲突) with the monuments of the city.
City of officials, however, argue that without these ads, the city could not afford to maintain its heritage. Many have been damaged by centuries of wear and are even a threat to public safety.
“I can’t turn down the image of bottle when there are pieces of the Palazzo Ducale falling to the ground,” said Renata Codello, a Cultrue Ministry official.
The Culture Minister has a budget of about $ 47 million (315 million yuan) for restoration of monuments, but Italy has a rich architectural heritage, and funds are always tight．Of that amount,
$ 1.8 million was given to the entire Vector region, which includes Venice．
Two years ago, the city signed an agreement with the Dotter Group, a company responsible for the restoration of the Bridge of Sighs and the Palazzo Ducale．It allows it to sell ad space．
But there is a condition in the agreement: The ads should not offend public taste,
In August, Venice banned US actress Julianne Moore's Bulgrari ad from a billboard in the Piazza San Marco．
The photo shows a naked Moore covered with lion cubs, handbags and jewelry, Mayor Giorgio Orsoni called the image too racy (猥亵) and unsuitable for the Piazza San Marco．
"I take account of the fact that Venice is part of the real world… but we cannot accept these Hollywood-style images．There arc intelligent sponsors, and we need to come up with advertising that suits Venice, not Times Square," he said in a speech．
【小题1】The article is mainly about in Venice
| A．restoration of cultural heritage |
| B．widespread commercialization |
| C．the conflict between ads and cultural heritage |
| D．the difficulty of restoring monuments |
| A．introduce other monuments of the ancient city |
| B．show how much many ancient structures need restoring |
| C．indicate that the view is blocked by huge ads |
| D．create interest in the famous city |
| A．is in favor of | B．is worried about |
| C．objects to | D．doesn't mind |
| A．They are intolerant of commercialization． |
| B．They feel the ads are damaging the city． |
| C．The ads are usually racy and in an American style． |
| D．The ads don't present a traditional view of Venice, |
| A．Hollywood stars' ads cannot go up in Venice |
| B．the mayor of Venice is expecting new advertising |
| C．the Dotter Group may stop its restoration work for lack of funds |
| D．people can buy Bulgaria or Coca-cola on the Bridge of Sighs |
请认真阅读下列短文，并根据所读内容在文章后表格中的空格里填入一个最恰当的单词。注意：每个空格只填1个单词。请将答案写在答题卡上相应题号的横线上。
Advertisers tend to think big and perhaps this is why they’re always coming in for criticism. Their critics seem to offend them because they have a talent for self-promotion and because they have so much money to throw around. ‘It’s unfair,’ they say, ‘that this entirely unproductive industry (if we can call it that) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…’
The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods comes largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement.
Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall or reading railway rules while waiting for a train? Would you like to read only closely printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a dull wall or a newspaper full of disasters.
We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not survive without this source of revenue(收益). The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price!
Another thing we mustn’t forget is the ‘small ads.’ which are in virtually every newspaper and magazine. What a greatly useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the ‘hatch, match and dispatch’ column but by far the most fascinating section is the personal or ‘agony’ column（读者来信专栏）. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is!
| Topic | Advertising or not? |
| 1 of criticism | having a talent for self-promotion 2 so much money making the price of goods 3 |
| With ads | Consumer goods are not so 4 . People 5 a great deal of knowledge from ads. Ads provide us with some 6 to new products or remind us of the old ones. A cheerful, witty ad makes our life more 7 . |
| Without ads | Newspapers, commercial radio and television companies could hardly 8 . We pay 9 for our daily paper or cannot enjoy so many broadcast programmes. It will not be so 10 if people want to find a job, buy or sell a house, announce a birth, marriage or death. |