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. 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 and attention are given to 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 though, 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  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 to them. But evidence shows 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 simply, the TV commercial is a form of brainwashing.
小題1:TV commercials are more important than other programs to television because      .
A．they bring in great profitsB．they require a lot of money to make
C．they are not difficult to produceD．they attract more viewers than other programs
小題2: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
小題3: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．a(chǎn)d designers attract different people with different skills
D．a(chǎn)n upper – class buyer is only interested in houses and furniture
小題4: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
小題5:What does the author actually mean in the last paragraph?
A．He asks TV viewers never to laugh at the TV commercial ads.
B．Commercials are used to show the true value of a product to be sold.
C．TV commercials cost much and they do influence us in one way or another.
D．Brainwashing must be introduced to sell something on TV.

小題1:A
小題2:A
小題3:C
小題4:D
小題5:C

試題分析：本文敘述了做一個(gè)電視廣告費(fèi)用往往比一部電影的費(fèi)用還高，電視商業(yè)廣告的目的，很明顯是讓消費(fèi)者購(gòu)買產(chǎn)品，目的是為了掙錢。文中還提到這種廣告對(duì)人們生活的影響。
小題1:細(xì)節(jié)理解題。根據(jù)In terms of money – and making money is what television is all about – the commercial is by far the more important. 從文章整體來看，強(qiáng)調(diào)了商業(yè)廣告的是重要的目的是為了掙錢。故選A。
小題2:細(xì)節(jié)理解題。根據(jù)Research, market testing, talent, time and money —— all come together to make us want to buy a product. 題干強(qiáng)調(diào)的是電視商業(yè)廣告的目的，很明顯是讓消費(fèi)者購(gòu)買產(chǎn)品。故選A。
小題3:細(xì)節(jié)理解題。根據(jù)注意題干中有一詞rules，可參看文章第三段，第二句開始講述對(duì)不同階層的人電視廣告要采用不同的方法，其目的就是要吸引不同的人購(gòu)買物品。故選C。
小題4:細(xì)節(jié)理解題。根據(jù)閱讀整篇文章不難看出人們對(duì)電視廣告的態(tài)度并不是很好。故選D。
小題5:推理判斷題。根據(jù)電視廣告花費(fèi)大和他們以一種方式或另一個(gè)來影響我們，故選C。
點(diǎn)評(píng)：推理判斷題屬于主觀題，是層次較高的題目。它包括判斷和推理題。這兩類題常常相互依存，推理是為了做出正確的判斷，正確的判斷又依賴于合乎邏輯的推理。該題要求在理解表面文字的基礎(chǔ)上做出判斷和推論，從而得到文章的隱含意思和深層意思，也就是通過文章中的文字信息，上下邏輯關(guān)系及事物的發(fā)展變化等已知信息，推斷出作者沒有直接表達(dá)的態(tài)度和觀點(diǎn)。
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科目：高中英語 來源：不詳 題型：閱讀理解



Taking exams in a large group setting can be stressful for students and for the staff members who are watching over them. When classrooms are crowded and desks are close together, cheating might be tempting.
One university in Thailand came up with an anti-cheating hat that makes it almost impossible for students to see other students’ papers. A photo of the students wearing the anti-cheating hats made its way to the internet, and the university was criticized for making students wear those ridiculous looking homemade hats. The hats were made by stapling two pieces of paper onto a headband, one to each side of the head.
After being criticized, senior academic staff at Kasetsart University in Bangkok, Thailand, released a statement saying that the hats idea came from students. They said that in a bid to prevent cheating they asked the students for ideas on how to prevent cheating in the upcoming exam, which was being taken by almost one hundred students. Students came up with different ideas, then the paper hat idea was selected by them as the most fit. The university claims that no-one was forced to use the hat, but they all chose to do so. “When wearing the hat during the exam, students felt more relaxed,” Nattadon Rungruangkitkrai, a lecturer at the university said.“It was not meant to indicate that Kasetsart students often cheat on exams. I apologize if the photo makes other people look at my students in a negative way,’ Rungruangkitkrai added.
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A．The homemade anti-cheating hat looked too simple.
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A．It’s useless wearing the anti-cheating hat in the exam.
B．Kasetsart students are often caught cheating in the exam.
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科目：高中英語 來源：不詳 題型：閱讀理解



The long, lonely voyage of the Japanese ghost ship is over.
A US Coast Guard cutter poured cannon fire(開炮) into an abandoned Japanese ghost ship that had been floating since last year’s tsunami, sinking the ship into waters more than 305 meters deep in the Gulf of Alaska and removing the danger it created to shipping and the coastline on Thursday.
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C．a(chǎn) minority of primary school children read properly
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Which is sillier: denying we ever went to the moon or trying to convince the true non-believers?
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Unfortunately, not quite. A fair number of Americans think that this whole business of moon landings really is a fairy tale. They believe that the landings were a big hoax (騙局) staged in the Mojave Desert, to convince everyone that U.S. technology was the “best” in the whole wide world.
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If NASA’s not paying Oberg, perhaps it could put the money to good use by hiring two big guys to drag Neil Armstrong out of the house. Armstrong is an extremely private man, but he is also the first man on the moon, so maybe he has a duty to be a bit more outspoken about the experience. Or NASA could just buy Aldrin a commemorate plaque (紀(jì)念匾) for his recent touch on the face of Mr. X.
小題1:We can learn from Paragraphs 2 and 3 that some Americans believe _______.
A．moon landings were invented
B．U.S. technology was the best
C．moon landing ended successfully
D．the Mojave Desert was the launching base
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A．NASA’s publicity campaign. B．The Fox television program.
C．Buzz Aldrin. D．James E. Oberg.
小題3:The believers think that NASA’s publicity campaign is ________.
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B．stupid and unnecessary
C．needed to convince the non-believers
D．important to develop space technology
小題4:What is implied in the last paragraph?
A．NASA should not bother with the non-believers.
B．Armstrong was a very private and determined person.
C．Armstrong should be as outspoken as Buzz Aldrin.
D．NASA should send more astronauts to outer space.

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BEIJING—Apple Inc is one step closer to beginning sales of iPad3 tablet computers with cellular (手機(jī)) network compatibility (兼容) for the first time in the Chinese mainland, where the consumer-electronics giant is in the midst of an aggressive expansion.
According to China’s Telecommunication Equipment Certification Center, a device by Apple with third-generation high-speed wireless data capabilities was issued the network access license needed for the company to begin official sales in China. The device, listed under model number “A1396”, is compatible with the 3G standard WCDMA, and would work with the cellular network operated by Apple’s local iPhone partner, China Unicom (Hong Kong) Ltd.
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From China Daily 2012
小題1:According to the news, which of the following statements is true?
A．WCDMA is not the only 3G standard in the world.
B．Apple Inc sells its products in the market of the Chinese mainland all by its own stores.
C．The consumers in China can only get iPad3 of Wi-Fi versions.
D．Chinese mainland is the second largest PC market in this year’s second quarter.
小題2:Which one of the following phrases can replace the underlined word in paragraph 1?
A．in the interests ofB．in the front of
C．in the process ofD．in the case of
小題3:How many full-service Apple stores in China?
A．4.B．6.C．8.D．Unknown.
小題4:What’s the probable meaning of “six-fold” in the last but one paragraph?
A．one-sixthB．six timesC．60 percentD．2times
小題5:45. By saying “we’re just scratching the surface right now”, Cook means ________.
A．they don’t know much about China’s market
B．they will sell more products and gain more profit in China
C．they need to obtain more permission from China’s government
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科目：高中英語 來源：不詳 題型：閱讀理解

In a generous display of maturity and sympathy, one Jewish boy made his first deed as a man in his faith a great act of charity.
Joshua Neidorf, a 13-year-old boy from Los Angeles, donated most of his birthday money to Operation Mend, a program that reconstructs the faces of severely burned U. S. veterans（退伍老兵）.
The young man decided to donate his money after getting to know Army Sgt. Louis Dahlman, who was undergoing a series of reconstruction surgeries（手術(shù)）at UCLA （University of California at Los Angeles） thanks to Operation Mend. The Neidorfs had signed up to be Dahlman’s “buddy family”, spending time with him whenever he visited Los Angeles for a surgery.
“I just love knowing that it’s going somewhere...to help the people who save our lives and keep us safe every day,” said Neidorf. His mother added, “It makes me feel like our world is going in a good direction with this next generation.”
In all, Neidorf gave $13,000 to Operation Mend. He also encouraged his friends to donate to the cause. He is the organization’s youngest donor so far.
Operation Mend is a privately funded program that works in partnership with the UCLA Medical Center. Ron Katz, a board member at the hospital, started the program in 2006 after seeing a TV programme about Aaron Mankin, a veteran who had gone through dozens of surgeries after a fight in Iraq which completely burned off his face.
Mankin ended up being Operation Mend’s first patient, starting the first of 20 reconstructive facial surgeries at UCLA in Sept. 2007. In a 2011 interview, Katz shared how his experience of helping Mankin made him realize the need to establish a more permanent program.
“My wife and I soon realized that there were dozens of Aarons out there,” Katz said. “They deserve the best that we offer them.”
小題1:Neidorf decided to help veterans because ________.
A．he benefited from Operation MendB．he was afraid of burned faces
C．he thought they deserved helpD．he didn’t know how to spend money
小題2:Operation Mend was founded after ________.
A．Neidorf donated part of his birthday money
B．the Neidorfs signed up to be Dahlman’s “buddy family”
C．Ron Katz saw a TV programme about a veteran
D．Mankin was successfully operated on at UCLA
小題3:What can we learn from the passage?
A. Neidorf’s mother was opposed to his decision to donate money.
B. Mankin’s face was burned in a fire in America.
C. Mankin went through more than 30 facial surgeries at UCLA.
D. Many facial surgeries are needed to reconstruct a seriously burned face.
小題4:The last two paragraphs mainly tell us ________.
A．the process of Mankin’s surgeryB．how Operation Mend was set up
C．how Katz became famousD．veterans are respected by people

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Poor families in some countries spend as much as eighty percent of their money on food. Rising prices in recent months have created the worst food crisis(危機(jī)) in more than thirty years. The United Nations World Food Program says high food prices could push one hundred million people into hunger.
Nathan Childs is an expert on rice markets. He notes that the harvest for the latest growing season was the largest on record. But India, Vietnam and others have restricted exports(限制出口) to keep prices down at home and protect supplies.
Thailand’s agriculture minister says his country will never restrict rice exports. He told the Reuters news agency Thursday that Thailand has enough supplies to meet demand at home and for export.
Thailand is the world’s largest rice exporter. Recent signs of an increase in supplies have helped ease record prices for Thai rice. Prices rose last week above one thousand dollars a ton.
Vietnam, the second biggest exporter, has banned(禁止) exports until June. And Vietnamese officials have now warned that non-food traders who buy rice for speculation(投機(jī)活動(dòng))will be severely punished.
Some experts say speculation is a necessary part of market activity. But the head of the U.N. Environment Program blames it for the high food prices. “We have enough food on this planet today to feed everyone.” Achim Steiner told the Associated Press.
Earlier, a member of the United States Commodity Futures Trading Commission didn’t accept the idea that speculators are the main cause. Bart Chilton blamed reduced harvests and grain supplies and the falling value of the dollar.
U.N. Secretary General Ban Ki-moon called heads of major international agencies to a meeting this week in the Swiss capital, Bern. He says high food prices could harm world trade, economic growth, social progress and political security.
小題1:What is the main idea of the passage?
A．Vietnam has banned rice exports to other countries.
B．Thailand is the largest rice exporter in the world.
C．Some families are too poor to afford enough food.
D．Rising prices of food have led to the world food crisis.
小題2:Which country restricted food exports according to the passage?
A. Thailand.    B. Switzerland.    C. Vietnam.    D. The USA.
小題3:All of the following are the results of rising prices of food EXCEPT ____.
A．the worst food crisis
B．reduced harvests and grain supplies
C．people spending more money on food
D．pushing one hundred million people into hunger
小題4:What is the reason for the speculation according to the head of the U.N. Environment Program?
A．High food prices.
B．The falling value of the dollar.
C．Enough rice supplies in some countries.
D．Restricted food exports in some countries.

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科目：高中英語 來源：不詳 題型：閱讀理解

BEIJING - China's railway rates for freight and passenger transport will continue to be set by the government, announced a senior official with the National Development and Reform Commission (NDRC), China's top economic planner, on Friday.
Cao Changqing, head of the NDRC's department of price, said that the country will continue to implement government-set or government-guided prices for the railway sector after the China Railway Corporation (CRC), a State-owned company that takes over the commercial functions of the former Ministry of Railways (MOR), went into business on March 17.
Cao said the railway sector, constituting China's main public transport facilities, is a key basic industry. Its pricing scheme is concerned with both the sector's normal operation and development, as well as the daily traveling and vital interests of the general public.
The state will be very cautious in making any price adjustment in the railway sector, taking into account various factors including operation, construction, public acceptance and coordinated development with other modes of transport, according to the NDRC official.
Under Chinese law and regulations, hearings will be held before adjustments in the basic passenger train ticket fare, Cao said.
In China's latest railway reform, endorsed at the just-concluded annual session of the country's top legislature, the former MOR was dismantled into two parts, with the newly created CRC carrying out business functions and a state railways administration fulfilling administrative functions.
小題1:What does this passage mainly talk about?
A．China’s railway pricing scheme unchanged
B．A State-owned company takes over the commercial functions of MOR.
C．China’s latest railway reform
D．The former MOR was divided into two parts
小題2:What does Cao mean according to the passage?
A．There will be adjustment in the basic passenger train ticket
B．China’s railway rate for passenger will not be changed forever
C．Hearing will be held before adjustment of railway price
D．The price adjustment are being considered
小題3:What can we infer from the fourth paragraph?
A．The public will be very curious about the price adjustment
B．Various factors are taken into account by the state before adjustment
C．Public acceptance is the most important factor
D．NDRC should coordinate railway development with other modes of transport
小題4:Why will hearings be held before adjustments in the basic passenger train ticket fare?
A．The public request it
B．Under Chinese laws and regulations
C．According to the order from leaders
D．Because it will cause a lot of problem
小題5:We would most probably read this passage on the newspaper about________
A．NewsB．EntertainmentC．SocietyD．Financial

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