Celebrity endorsements

Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers,researches have discovered that this does not seem to be the case.British and Swiss researchers conducted a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.

In a sample of 298 students,researchers presented a magazine advertisement for a digital camera that was endorsed by a fictional student claiming the camera was“hot”and his “preferred choice”.The same advertisement was shown to other students,but with a difference:The camera was endorsed by a famous person in Germany.

While the students said that both advertisements were beneficial,the one made by the student topped the celebrity one if students aimed to impress others with their purchases.More than half of the students,who admitted purchasing products that would impress others,said they were influenced by the student’s advertisement.Only 20% said the celebrity one would affect their buying decision.

Professor Brett Martin,of the University of Bath’s School of Management,explained that the findings could be used not only in Germany,but in other countries as well.“Our research questions whether celebrities are the best ways to sell products,”said Prof Martin.“Celebrities can be effective but we found that many people were more convinced by an endorsement from a fictional fellow students.This is because many people feel a need to keep up with the Jones when they buy.”

46.Some companies think the celebrities endorsement ____________.

A.is popular with the consumers

B.can pull all the consumers into the shops

C.can affect the consumers’ purchasing

D.is as effective as an endorsement from common people

47.Which of the following ads would be more effective to common consumers, according to the experiment?

A.An ad featuring lovely pandas.             B.An ad made by David Beckham.

C.An ad made by fictional common people.D.An ad with beautiful natural scenery.

48.The underlined words“the Jones”in the last paragragh refer to“____________ ”.

    A.someone called Jones                                 B.common people

    C.the Jones family                                        D.celebrities

49.We can imply from the passage that ____________.

A.celebrities cheat consumers in advertisement

B.the researchers here are against celebrity endorsement

C.the student’s ads are mole reliable than those made by celebrities

D.company needn’t spend so much money on celebrity endorsement

50.We can probably read the article in____________ .

A.a local newspaper                         B.a science report

C.an academic journal                     D.a textbook

第二卷(非选择题,满分35分)

第四部分:写作(共两节;满分35分)

第一节:对话填空(本节共10小题;每小题1分,满分1分)

请认真阅读下面对话,并根据各题所给首字母的提示,在答题卡上标有题号的横线上,写出一个英语单词的完整、正确的形式,使对话通顺。

D=Doctor, P=Patient

D: Hello, w  (76)  can I do for you?                                           76     

P: Well, I’ve been getting lots of headaches I  (77)  .                                77     

  The problem is that I’m busy p  (78)  for the College Entrance Exam.              78     

D: I see. Are you sleeping well?                 

P: No, not really.

D: Well, don’t get u  (79)  . I will do you some tests.                                 79      

P: How I hope you will help me recover from my i  (80)  !                       80     

D: Ok, nothing s  (81)  . Your problem is that you feel too stressed.                      81       

P: Stress! Really?  

D: How much time do you take to r  (82)  yourself as well as to study per day?    82        

P: None at all. I don’t have any spare time.

D: I think you’ll do better if you c   (83)  your study with some relaxation.      83     

P: That’ll be great! Thanks.

D: Not at all. And in the meanwhile, you’d better t  (84)  regular exercise         84       

  and have a balanced d  (85)  every day.                                       85     

P: I’ll try. Thank you! See you.

Section B

Directions: Read the following four passages. Each passage is followed by several questions or unfinished statements. For each of them there are four choices marked A, B, C and D. Choose the one that fits best according to the information given in the passage you have just read.?

In our culture, the sources of what we call a sense of “mastery” — feeling important and worthwhile — and the sources of what we call a sense of “pleasure”— finding life enjoyable — are not always the same. Women often are told “You can’t have it all.” Sometimes what the speaker really is saying is: “You choose a career, so you can’t expect to have closer relationships or a happy family life.” or “You have a wonderful husband and children — what’s all this about wanting a career?” But women need to understand and develop both aspects of well-being, if they are to feel good about themselves.

Our study shows that, for women, well-being has two aspects. One is mastery, which includes self-respect, a sense of control over your life, and low levels of anxiety and depression. Mastery is closely related to the “doing” side of life, to work and activity. Pleasure is the other aspect, and it is made up of happiness, satisfaction and optimism. It is tied more closely to the “feeling” side of life. The two are independent of each other. A woman could be high in mastery and low in pleasure, and vice versa(反之亦然). For example, a woman who has a good job, but whose mother has just died, might be feeling very good about herself and in control of her work life, but the pleasure side could be damaged for a time.

The concepts of mastery and pleasure can help us identify the sources of well-being for women, and correct past mistakes. In the past, women were encouraged to look only at the feeling side of life as the source of all well-being. But we know that both mastery and pleasure are important. And mastery seems to be achieved largely through work. In our study, all the groups of employed women were valued significantly higher in mastery than women who were not employed.

A woman’s well-being is developed when she takes on multiple roles. At least by middle adulthood, the women who were involved in a combination of roles — marriages, motherhood, and employment — were the highest in well-being, in spite of warnings about stress and strain.

65. It can be inferred from the first paragraph that ________.

A. for women, a sense of “mastery” is more important than a sense of “pleasure”

B. for women, a sense of “pleasure” is more important than a sense of “mastery”

C. women can’t have a sense of “mastery” and a sense of “pleasure” at the same time

D. a sense of “mastery” and a sense of “pleasure” are both necessary to women

66. The author’s attitude towards women having a career is________.

A. negative                   B. positive                    C. indifferent                D. realistic

67. One can conclude from the passage that if a woman takes on several social roles, ________.

A. it will be easier for her to overcome stress and strain

B. she will be more successful in her career

C. her chances of getting promoted will be greater

D. her life will be richer and more meaningful

68. Which of the following can be considered as a source of “pleasure” for women?

A. Family life                                                  B. Multiple roles in society

C. Regular employment                                    D. Freedom from anxiety

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