（一）
Advertisement can be thought of “as the means of making known in order to buy or sell goods or services”. Advertisement aims to increase people’s awareness and arouse interest. It tries to inform and to persuade. The media are all used to spread the message. The press offers a fairly cheap method, and magazines are used to reach special sections of the market. The cinema and commercial radio are useful for local market. Television, although more expensive, can be very effective. Public notices are fairly cheap and more permanent in their power of attraction. Other ways of increasing consumer interest are through exhibitions and trade fairs as well as direct mail advertisement.
There can be no doubt that the growth in advertisement is one of the most striking features of the western world in this century. Many businesses such as those handling frozen foods, liquor, tobacco and medicines have been built up largely by advertisement.
We might ask whether the cost of advertisement is paid for by the producer or by the customer. Since advertisement forms part of the cost of production, which has to be covered by the selling price, it is clear that it is the customer who pays for advertisement. However, if large scale advertisement leads to increased demand, production costs are reduced, and the customer pays less.
It is difficult to measure exactly the influence of advertisement on sales. When the market is growing, advertisement helps to increase demand. When the market is shrinking, advertisement may prevent a bigger fall in sales than would occur without its support. What is clear is that businesses would not pay large sums for advertisement if they were not convinced of its value to them.
1. Advertisement is often used to _____.
A. deceive customers
B. increase production
C. arouse suspicion
D. push the sale
答案：D。答案在第一段第一句话：“Advertisement can be thought of as the means of making known in order to buy or sell goods or services”。因此“广告常常被用来当作促销商品的手段。”D最符合题意。
2. The word“media”（in the first paragraph）includes _____.
A. the press
B. television
C. radio
D. all of the above
答案：D。media ：媒体。因为在其后的句子中作者紧接着列举了press，magazines，the cinema and commercial radio，television，exhibitions等词。因此可以断定media应当包括the press，television，and radio。所以D是正确答案。
3. Advertisement is mainly paid for by _____.
A. the customer
B. the producer
C. increased sales
D. reduced prices
答案：A。答案在第三段：“it is clear that it is customer who pays for advertisement.”因此广告的费用主要是由顾客来付。
4. Advertisement can increase demand _____.
A. all the time
B. in any circumstances
C. in a growing market
D. in a shrinking market
答案：C。答案在第四段：“When the market is growing, advertisement helps to increase demand.”因此，如果市场扩大了，广告有助于增加需求。
5. From the last sentence of this passage we conclude that _____.
A. businesses usually do not pay much for advertisement
B. businessmen know well that advertisement could bring them more profits
C. advertisement could hardly convince people of the value of the goods
D. advertisement usually cost businesses large amounts of money
答案：B。文章最后一句话的意思是：“很明显，如果商家对产品的利润没有把握的话，是不会花很多钱投资广告的。”换句话说：商家非常清楚广告会给他带来更大的利润。因此B是正确答案。
（二）
How men first learned to invent words is unknown; in other words, the origin of language is a mystery. All we really know is that men, unlike animals, somehow invented certain sounds to express thoughts and feelings, actions and things, so that they could communicate with each other; and that later they agreed upon certain signs, called letters, which could be combined to represent those sounds, and which could be written down. Those sounds, whether spoken, or written in letters we call words.
The power of words, then, lies in their combinations — the things they bring up before our minds. Words become filled with meaning for us by experience; and the longer we live, the more certain words recall to us the glad and sad events of our past; and the more we read and learn, the more the number of words that mean something to us increases.
Great writers are those who not only have great thoughts, but also express these thoughts in words which appeal powerfully to our minds and feelings. This charming and telling use of words is what we call literary （文字的） style. Above all, the real poet is a master of words. He can convey his meaning in words which sing like music, and which by their position and association can move men to tears. We should therefore learn to choose our words carefully and use them accurately, or they will make our speech silly and rude.
6. The origin of language _____.
A. is reflected in sounds and letters
B. is handed down from generation to generation
C. dates back to the prehistoric period
D. is a problem not yet solved
答案：D。答案在第一段：“the origin of language is a mystery.”因此，语言的起源仍然是个迷，还没有得到解决。
7. According to the passage, words are _____.
A. visual letters
B. represented by sounds
C. represented either by sounds or letters
D. signs called letters
答案：C。第一段谈到：“人类起初用某种声音进行交流， 后来又有了字母，字母结合起来可以代表声音，也可以写下来。因此，这些说出来的声音也好，用字母写出来的声音也好，被称为单词。”所以B是正确答案：单词即可以代表声音，也可以代表字母。
8. The power of words lies in their _____.
A. beauty
B. accuracy
C. combinations
D. charm
答案：C。答案在第二段的第一句话：“the power of words, then lies in their combination”语言的魅力在于他们的组合。
9. The secret of a writer’s success is the use of words that _____.
A. recall to us the glad and sad events of our past
B. are arranged in a creative way
C. are as beautiful as music
D. agree with certain literary style
答案：A。答案在第三段的第一句话：“Great writers are those who not only have great thoughts but also express these thoughts in words which appeal powerful to our minds and feelings.”因此作家的伟大在于他们擅长使用丰富的词汇，能使我们回想起过去的喜怒哀乐。B，C，D文章中均没有提到。
10. The author of the passage advises us _____.
A. to use words carefully and accurately
B. not to use silly and rude words
C. to become a slave of words
D. to use emotional words
答案：A。答案在文章的最后一句：“We should therefore learn to choose our words carefully and use them accurately, or they will make our speech silly and rude.”因此，文章建议我们用词要谨慎、准确。
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