Names have gained increasing importance in the competitive world of higher education. As colleges struggle for market share, they are looking for names that project the image they want or reflect the changes they hope to make. Trenton State College, for example, became the College of New Jersey nine years ago when it began raising admission standards and appealing to students from throughout the state.

“All I hear in higher education is, ‘Brand, brand, brand,’” said Tim Westerbeck, who specializes in branding and is managing director of Lippmann Hearne, a marketing firm based in Chicago that works with universities and other nonprofit organizations. “There has been a sea change over the last 10 years. Marketing used to be almost a dirty word in higher education.”

    Not all efforts at name changes are successful, of course. In 1997, the New School for Social Research became New School University to reflect its growth into a collection of eight colleges, offering a list of majors that includes psychology, music, urban studies and management. But New Yorkers continued to call it the New School.

Now, after spending an undisclosed sum on an online survey and a marketing consultant’s creation of “naming structures”, “brand architecture” and “identity systems”, the university has come up with a new name: the New School. Beginning Monday, it will adopt new logos, banners, business cards and even new names for the individual colleges, all to include the words “the New School”.

    Changes in names generally show significant changes in how a college wants to be accepted. In changing its name from Cal State, Hayward, to Cal State, East Bay, the university hoped to project its expanding role in two mostly suburban counties east of San Francisco.

    Beaver College turned itself into Arcadia University in 2001 for several reasons: to break the connection with its past as a women’s college, to promote its growth into a full-fledged university and, officials acknowledged, to put an end to jokes about the college’s old name on late-night television and “morning zoo” radio shows.

Many college officials said changing a name and image could produce vital results. At Arcadia, in addition to the rise in applications, the average student’s test score has increased by 60 points, Juli Roebeck, an Arcadia spokeswoman, said.

 

51. Which of the following is NOT the reason for colleges to change their names?

A. They prefer higher education competition.        B. They try to gain advantage in market share.

C. They want to project their image.                    D. They hope to make some changes.

52. It is implied that one of the most significant changes in higher education in the past decade is _________.

A. the brand                                                      B. the college name

C. the concept of marketing                                D. list of majors

53. The phrase “come up with” (Line 3, Para. 4) probably means ___________.

A. catch up with             B. deal with           C. put forward                     D. come to the realization

54. The case of name changing from Cal State, Hayward, to Cal State，East Bay indicates that the university ___________.

A. is observed by the society                                      B. hopes to expand its influence

C. prefers to inform its teaching programs                   D. expects to enlarge its campus

55. According to the officials, the name change of Beaver College ___________.

A. turned out very successful                                     B. failed to attain its goal

C. got rid of some jokes                                             D. transformed its status

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科目：高中英語 來源：2013-2014學(xué)年高考二輪復(fù)習(xí)訓(xùn)練：專題11 介詞與介詞短語英語試卷（解析版） 題型：閱讀理解

Women had a significant part to play during World War Ⅱ，which was the time when women also made their own contributions.Some women’s great efforts and their names have been recorded in history.Here’s a look at some of the strong figures of women in World War Ⅱ.

Tatiana Nikolaevna Baramzina was born in Glazov of Russia on December 12,1919.In 1943，she was sent to the Central Women’s Sniper Training School and upon her graduation in April，she was further sent to the front.She managed to kill around 16 enemies in the first three months！Unfortunately，she was captured(俘虜) by the enemies and was killed on the fifth of July in 1944.Today，the street where she grew up has been renamed in her memory.

Anne Frank was a German?born Jewish girl who was well?known for the publication of her diary that described all her experiences when the Germans occupied Holland in World War Ⅱ.Anne was born on June 12,1929 and she，along with her family，went into hiding in July 1942.Two years later，her family was captured and seven months from her arrest，Anne Frank died of illness in early March 1945.

Margaret Ringenberg was born on 17 June,1921，in Indiana of America.She began her career during World War Ⅱ when she became a ferry pilot for the Women Airforce Service Pilots.After that she turned a flight instructor in 1945.She even wrote her own book named Girls Can’t Be Pilots.She passed away on 28 July,2008，after flying for 40,000 hours in the air.

Hannah Szenes was born on 17th July,1921 and was trained to parachute(用降落傘空投) by the British army into Yugoslavia during World War Ⅱ.This task was given in order to save the Jews of Hungary.Her secret mission was not revealed even when she was tortured(折磨) following her arrest at the Hungarian border.Hannah Szenes had to brave immense tortures，yet she did not lose heart.She bravely battled it out and tried to sing to keep her spirits high！She also kept a record of events in her diary till 7th November,1944，when she was finally killed.

These names are just a few of the women who played a significant part in World War Ⅱ.Their stories go a long way in showing the kind of lifestyles they led and their struggles and sacrifices.

1. What is mainly discussed in the text?

A．Women were braver than men in World War Ⅱ.

B．Women and men made equal contributions in World War Ⅱ.

C．Women played a significant role in World War Ⅱ.

D．Women’s death rate was high in World War Ⅱ.

2.Which of the four women heroes died the youngest?

A．Tatiana Baramzina.

B．Anne Frank.

C．Margaret Ringenberg.

D．Hannah Szenes.

3. Who were killed by the enemy in the war?

A．Tatiana Baramzina and Anne Frank.

B．Hannah Szenes and Tatiana Baramzina.

C．Anne Frank and Margaret Ringenberg.

D．Margaret Ringenberg and Hannah Szenes.

4. It can be learned from the text that ________.

A．Tatiana Baramzina was once a flight instructor

B．Margaret Ringenberg was the best at writing about the war experiences

C．Anne Frank and her family were arrested by Germans in 1944

D．Hannah Szenes was arrested by Germans because of her diary

 

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On a hill 600 feet above the surrounding land, we watch the lines of rain move across the scene, the moon rise over the hills, and the stars appear in the sky. The views invite a long look from a comfortable chair in front of the wooden house.

    Every window in our wooden house has a view, and the forest and lakes seldom look the same as the hour before. Each look reminds us where we are.

    There is space for our three boys to play outside, to shoot arrows, collect tree seeds, build earth houses and climb trees.

    Our kids have learned the names of the trees, and with the names have come familiarity and appreciation. As they tell all who show even a passing interest, maple（楓樹）makes the best fighting sticks and white pines are the best climbing trees.

    The air is clean and fresh. The water from the well has a pleasant taste, and it is perhaps the healthiest water our kids will ever drink. Though they have one glass a day of juice and the rest is water, they never say anything against that.

    The seasons change just outside the door. We watch the maples turn every shade of yellow and red in the fall and note the poplars（楊樹）putting out the first green leaves of spring. The rainbow smelt fills the local steam as the ice gradually disappears, and the wood frogs start to sing in pools after being frozen for the winter. A family of birds rules our skies and flies over the lake.

1. What can be learned from Paragraph 2?

A. The scenes are colorful and changeable.

B. There are many windows in the wooden house.

C. The views remind us that we are in a wooden house.

D. The lakes outside the windows are quite different in color.

2. By mentioning the names of the trees, the author aims to show that ______ .

A. the kids like playing in trees

B. the kids are very familiar with trees

C. the kids have learned much knowledge

D. the kids find trees useful learning tools

3. What does the underlined sentence in the last paragraph mean?

A. The change of seasons is easily felt.

B. The seasons make the scenes change.

C. The weather often changes in the forest.

D. The door is a good position to enjoy changing seasons.

4. What is the main purpose of the author writing the text?

A. To describe the beauty of the scene around the house.

B. To introduce her children’s happy life in the forest.

C. To show that living in the forest is healthful.

D. To share the joy of living in the nature.

 

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On a hill 600 feet above the surrounding land, we watch the lines of rain move across the scene, the moon rise over the hills, and the stars appear in the sky. The views invite a long look from a comfortable chair in front of the wooden house.

Every window in our wooden house has a view, and the forest and lakes seldom look the same as the hour before. Each look reminds us where we are.

There is space for our three boys to play outside, to shoot arrows, collect tree seeds, build earth houses and climb trees.

Our kids have learned the names of the trees, and with the names have come familiarity and appreciation. As they tell all who show even a passing interest, maple（楓樹）makes the best fighting sticks and white pines are the best climbing trees.

The air is clean and fresh. The water from the well has a pleasant taste, and it is perhaps the healthiest water our kids will ever drink. Though they have one glass a day of juice and the rest is water, they never say anything against that.

The seasons change just outside the door. We watch the maples turn every shade of yellow and red in the fall and note the poplars’（楊樹）putting out the first green leaves of spring. The rainbow smelt fills the local steam as the ice gradually disappears, and the wood frogs start to sing in pools after being frozen for the winter. A family of birds rules our skies and flies over the lake.

1.What can be learned from Paragraph 2?

A．The scenes are colorful and changeable.

B．There are many windows in the wooden house.

C．The views remind us that we are in a wooden house.

D．The lakes outside the windows are quite different in color.

2.By mentioning the names of the trees, the author aims to show that ______ .

A．the kids like playing in trees

B．the kids are very familiar with trees

C．the kids have learned much knowledge

D．the kids find trees useful learning tools

3.What does the underlined sentence in the last paragraph mean?

A．The change of seasons is easily felt.

B．The seasons make the scenes change.

C．The weather often changes in the forest.

D．The door is a good position to enjoy changing seasons.

4.What is the main purpose of the author writing the text?

A．To describe the beauty of the scene around the house.

B．To introduce her children’s happy life in the forest.

C．To show that living in the forest is healthful.

D．To share the joy of living in the nature.

 

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“What’s in a name?”According to Shakespeare’s Romeo and Juliet,there is not too much.“That which we call a rose by any other name would smell as sweet.”But Shakespeare may have been wrong.In most cultures,names matter a great deal.

Americans choose names for their children with care.Parents usually think about the impression a name gives,not its meaning.Most Americans would consider a“Jennifer”more attractive than a “Bertha”，for example.The last name,or,surname,must also be considered when choosing a first and middle name.A name like Lester Chester Hester would sound poetic,but odd.Parents would avoid names that remind them of people they don’t like.On the other hand,people might name their children after a respected elderly relative or even a famous person.The popularity of certain names can change with each new generation.Names that were once common,like Fanny or Elmer,sound old-fashioned today.But other names—like John and David,Mary and Sarah—have stood the test of time and continue to be favorites.

People in Ameica don’t always call their friends and relatives by their given names.Instead,they often use nicknames.Sometimes nicknames are short forms of a longer name.For instance,a girl named Elizabeth may be called Lisa,Beth or Betsy.As children grow up,they may decide for themselves which nickname they wish to be called.Some people just go by the initials of their first and middle names,like B.J.or R.C.And of course,people may call their children or their sweethearts other special nicknames.Often they have a “sweet” flavor,like Honey or Sugar.What’s in a name? A world of significance.So if you’re choosing an English name for yourself,take care to choose a good one.Amade-up name could sound strange to native English speakers.And a translation of your Chinese name may not make an appropriate name,either.But a good name can leave a positive and lasting impression.As an American politician once said,“In real life,unlike in Shakespeare,the sweetness of the rose depends upon the name it bears.”

1.What does the underlined sentence in paragraph 2 mean?

A.People change names in order to be popular with the new generation.

B.Names will change by themselves in order to be popular.

C.Some names may no longer be popular among the new generation.

D.No names can stand the test of time.

2.When choosing names,you should stick to the following principles except that_________.

A.the impression a name gives is more important than its meaning

B.you can name after a well-known person

C.surname should be paid attention to

D.you can create a name that is special

3.The word “initial” in paragraph 3 probably means_________.

A.nickname            B.the first letter        C.short form        D.title

4.The author will name a newly born baby girl             .

A.Bertha               B.Fanny             C.Yunyun          D.Elizabeth

5.What is the main idea of this passage?

A.Names have great significance to Americans.    

B.Names change when time goes by.

C.Chinese people should be careful when choosing their English names.

D.Roses smell sweet by any other name.

 

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科目：高中英語 來源：2010年黑龍江省高三10月月考英語卷 題型：閱讀理解

Some names have special meanings in popular American expressions. One day, an average Joe was walking down the street. An average Joe is a common person — either male or female. He did not know where he was going. So average Joe asked John Q. Public for directions to the nearest bank. John Q. Public is also a common person — male or female. “Jeez Louise,” said John Q. Public. This is an expression of surprise. “Don’t you know that all banks are closed today? It is Saturday.”

“For Pete’s sake.” said average Joe. This is also an expression used to show a feeling like surprise or disappointment. “I do not believe you,” said he. At that moment, Joe Blow was walking down the street with a woman. Joe Blow is also an expression for a common person. Now this Joe Blow was not walking next to a plain Jane. A plain Jane is a woman who is neither ugly nor pretty. The woman with Joe Blow was a real Sheila — a beautiful woman.

Average Joe asked the woman if all banks were closed on Saturday. “No way, Jose,” she answered. This is a way of saying “No.” “No way, Jose. Many banks are open on Saturdays.”

Average Joe did not know either of these two people from Adam. That is, he did not know them at all. But he followed their directions to the nearest bank.

When he arrived, he walked to the desk and said: “I am here to withdraw some money so I can pay my taxes to Uncle Sam”. This represents the United States government. The banker produced some papers and told him to sign his John Hancock at the bottom. A John Hancock is a person’s signed name — a signature. Historically, John Hancock was one of the signers of the United States Declaration of Independence. Hancock had a beautiful signature and signed his name larger than all the others.

1.The main idea of this text is that ______.

A. some popular American names have special stories

B. some popular American expressions have some special names

C. some popular American names have special meanings

D. some popular American expressions are interesting

2. Which of the following refers to an ordinary-looking woman?

A. An average Joe         B. John Q. Public         C. Joe Blow           D. A plain Jane

3.The name “Jeez Louise” is ______.

A. an expression of surprise                    B. a feeling like disappointment

C. an expression for a common man              D. a woman who is neither ugly nor pretty

 

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