2011公共英语二级阅读理解训练：Advertising

    下面是公共英语二级阅读理解训练，育路教育网特别为您搜集整理，内容如下：

    Section A

    How many times have you been in your car with the radio on and hours later had a rhythm stuck in your head？ This is good advertising. The rhythm was so easy to remember that hours later it‘s still in your mind. Every day， we are surrounded by food ads， clothing ads and so on. Now the following will show you how ads work， so that you can better understand various advertising techniques that companies used to make their products unforgettable.

    According to an encyclopedia1， advertising is "the techniques and practices used to bring products， services， opinions， or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised."

    In the ancient world， advertising was conducted by word of mouth. The first step toward modern advertising came with the development of printing in the 15th and 16th centuries. In the 17th century， weekly newspapers in London began to carry advertisements， and by the 18th century such advertising had been greatly developed.

    The great development of business in the 19th century matched the growth of the advertising industry. Advertising agencies2 were established primarily in the US. By the early 20th century， agencies had produced the advertising message itself， including copy and design. And by the 1920s agencies could plan and complete advertising campaigns， from research to copy to placement in various media.

    As everyone knows， the purpose of an advertisement is to leave the key product message in your mind. This message is mainly expressed through slogans. Unfortunately， ad slogans don‘t always work.

    Notes：1. encyclopedia n.百科全书2. agency n. 服务机构

    Read the passage and then choose the best answer for each question.

    1. The second paragraph is mainly developed by _______.

    A. explanation B. definition C. conclusion D. description

    2. The third paragraph is mainly developed by _______.

    A. space order B. examples C. time sequence D. comparison

    3. What is the right order in the development of advertising？

    a. advertise in various types of media

    b. printing in newspapers

    c. spread by word of mouth

    d. copy and design advertising by agencies

    A. a， b， c， d

    B. c， b， d， a

    C. c， d， b， a

    D. b， c， d， a

    4. In the next part， the author would most probably discuss ______.

    A. how to judge an ad

    B. how to make a good slogan

    C. why they are called good slogans

    D. why some ad slogans don‘t work

    Section B

    Tom Farber is a math teacher. He has given students lots of tests and has become famous. But do you know how he did it？

    His high school announced the district was cutting spending on supplies by nearly a third. However， Farber had a problem. He wanted to give students enough practice for the big tests they‘ll face in the spring. But at 3 cents a page， his tests would cost more than $500 a year. His copying budget1 was only $316.

    "Tough times call for tough actions，"he says. So he started selling ads on his test papers： $10 for a quiz， $20 for a chapter test， $30 for a term final2. Two magazines featured his plan just before Thanksgiving. So far， he has collected $350. His term final is sold out.

    About two-thirds of Farber‘s ads are inspirational messages written by parents. Others are ads from local businesses， such as two from an engineering firm and one from a dentist who encourages students， "Support yourself for a great term！"

    However， that worries Robert Weissman， a non-profit supporter that fights commercial activities in school. If test papers publish advertisements， schools could rely on them in tough times. "The advertisers are paying for something， and it‘s unknown to kids，"he says.

    The National Education Association says teachers spend about $430 out of their pockets each year for school supplies. This term one teacher spent $2，000. She asks DonorsChoose.org for free supplies. Donors Choose matches teachers with donors. Founded in 2000 by Charles Best， this organization has funded about 65，000 projects totaling $26 million.

    Notes：1. budget n. 预算2. final n. 期终考试

    Read the passage and then choose the best answer for each question.

    1. The author answers the question raised in the first paragraph with ________.

    A. stories and explanation

    B. facts and description

    C. examples and conclusion

    D. evidence and argument

    2. The 4th paragraph is mainly developed by _________.

    A. showing the effect and then explaining the causes

    B. pointing out similarities and differences

    C. describing details

    D. giving examples

    3. The 5th paragraph is mainly developed by ____________.

    A. arguing B. inferring C. narration D. explanation

    阅读新题型

    阅读短文，根据题目的具体要求，简要回答问题。

    Junk food advertisements have been banned from television. The new law regulates ads for food and drinks high in fat， salt or sugar can not be broadcast around shows aimed at four to nine-year-old children.

    The organization， which introduced the ban， said， "The new rules are one of a wide range of measures aimed at solving child obesity1. By reducing the exposure2 of children to junk food advertising， the advertising limit will contribute to efforts to support healthier diets among children."

    TV channels and Broadcast Advertising Clearance Centre （BACC） are responsible for ensuring that commercials act according to the new rules. And the Food Standards Agency guidelines3 will be used to decide which products are limited according to the rules.

    However， some TV channels and advertisers fear the restriction would create too many fears about childhood obesity. And Dr. David Haslam thinks the ban does not go far enough. He said， "If you go into a supermarket， there are sweets and chocolates at eye-level for a child. We had a period when they were banned and we didn‘t see it， but now they are back again in some of the major stores."

    Hamish Pringle， the director of the Institute of Practitioners in Advertising， said that the ban would not affect the industry too much. "Yes， advertisers have lost the opportunity to communicate directly to children， but they still have the opportunity to talk to their parents，"he said. "Advertisers can still compete with each other， and they can still bring in new products. I think that‘s a good thing for the economy as a whole."

    Notes：1. obesity n.肥胖2. exposure n. 暴露3. guideline n. 指导方针

    1. Find in the passage a word closest in meaning to the underlined word "restriction".

    2. According to Dr. David Haslam， why does he believe the ban doesn‘t go far enough？ （回答词数不超过12个）

    3. What‘s the main idea of the passage？ （回答词数不超过8个）

    参考答案：

    Section A 1-4 BCBD

    Section B 1-3 BDA

    阅读新题型

    1. Limit.

    2. The products will be back after a period of time.

    3. Junk food ad ban has begun.