Not too long ago, a Chicago brewery (釀造廠) introduced a new beer that was supposed to be the least fattening（making people fat） on the market. It was lighter, so they called it LITE. Only two months after the new beer had been on sale, however, strange new ads appeared in the Chicago newspapers. They read 'LITE Tastes Soapy'. The public, of course, was confused. Who wanted a beer that tasted like soap（肥皂）, even if it was non-fattening?   

The new ads weren't talking about LITE beer, however. They were for a product of the LITE Soap Company. The president of the LITE Soap Company, Mrs Ruth Ascott, was very upset with the brewery for taking the name of her high-powered detergent (洗滌劑) and using it as the name of a new beer. LITE Soap had had the same name for 53 years. She wrote to the brewery, insisting that they should not use the word LITE in their beer ads. The brewery replied that they could—and would—because beer and soap were so different. They planned to ignore the 'LITE Tastes Soapy' ads, since the public knew which LITE was which.

Mrs Ascott then wanted to plan a new campaign. The ads would read 'LITE Is Wonderful for Washing Clothes'.

1.It is clear that _____.

A. the Chicago brewery was sure the soap company would add to its fame

В. the LITE Soap Company is happy to know the name of the beer

С. the ad 'LITE Tastes Soapy' did harm to LITE the beer

D. the brewery was not surprised at all to see the ad 'LITE Tastes Soapy'

2.It seems that_____.

A.  the new beer may lose weight         В.  the brewery was right

С.  making ads is not difficult           D.  most beer makes us fat

3.When the ad 'LITE Tastes Soapy' comes out, _____.

A. the beer sold well on the market     

В. it confused some consumers of the beer

С. people thought the beer was the least fattening

D. people began to like the product from LITE Soap Company

4.We may conclude that_____.

A. neither of the two products sells well

В. both the two companies get on very well

С. the brewery did wrong to the LITE Soap Company

D. it was wrong of the soap company to have LITE as her own name

5.When the public read the ad in the last paragraph, they _____.

A. might wash their clothes with the beer       В. are likely to stop to buy the beer

С. might be more confused than ever before     D. may find out which LITE was which

Until recently, women in advertisements wore one of three things — an apron, an attractive dress or a frown. Although that is now changing, many women still feel angry about offending advertisements. “This ad degrades women.” they protested（抗議）.Why does this sort of advertising exist? How can advertisers and ad agencies still produce, sometimes, after months of research, advertising that offends the consumer?

The ASA, the body which deals with complaints about print media, is carrying out research into how women feel about the way they are pictured in advertisements. Its conclusions are likely to be what the advertising industry already knows: although women are often annoyed by the ads, few feel strong enough to complain.

Women are not the only victims of poor and boring stereotypes（老套）— in many TV commercials men are seen either as useless, childish fools who are unable to perform the simplest household tasks, or as inconsiderate fellows, always on the lookout for an escape to the pub. But it is women who seem to suffer more from the industry’s inability to put people into an authentic present-day situation. Yet according to Emma Bennett, director of a London advertising agency, women are not aggressive or extremely angry about those stereotypes and sexist （歧視婦女）advertising. “They just find it annoying or tiresome.”

She says that it is not advertising’s use of the housewife role that bothers women, but the way in which it is handled. “The most important thing is the advertisement’s tone of voice. Women hate being insincerely praised or given desperately down-to-earth common-sense advice.”

In the end, the responsibility for good advertising must be shared between the advertiser, the advertising agency and the consumer. Advertising does not set trends but it reflects them. It is up to the consumer to tell advertisers where they fail, and the process of change will remain slow until people on the receiving end take the business seriously and make their –feelings known.

1.Despite recent changes in attitudes, some advertisements still fail to        .

2.According to the writer, the commonest fault of present-day advertising is to         .

3.Emma Bennett suggests that advertisement ought to        .

4.We can learn from the passage that advertising industry should         .

According to legend, the Bridge of Sighs in Venice, Italy, which connects the Palazzo Ducale to an ancient prison, got its name because the walk across it gave prisoners on their way to jail a final chance to enjoy the beauty of the city. The view from the bridge today, however, is more likely to be of a giant billboard selling Bulgari or Coca-cola.

???? But when the Coke billboards went up this summer on buildings near the Piazza San Marco,which is at the historic heart of Venice, there was a public debate.

???? "We can't commercialize everything, " said Alessandra Mottola? Molfino,? a Venetian.

???? "We couldn't stay quiet, " said Maria Camilla Bianchini d'Alberigo, president of a heritage protection association.

??? City of officials. however, argue that without these ads, the city could not afford to maintain its heritage. Many have been damaged by centuries of wear and are even a threat to public safety.

???? "I can't turn down the image of a bottle when there are pieces of the Palazzo Ducale falling to the ground, " said Renata Codello,? a Culture Ministry official.

???? The Culture Minister has a budget of about $ 47 million (315 million yuan) for restoration of monuments. but Italy has a rich architectural heritage, and funds are always tight. Of that amount,? $ 1. 8 million was given to the entire Veneto region, which includes Venice.

???? Two years ago, the city signed an agreement with the Dottor Group, a company responsible for the restoration of the Bridge of Sighs and the Palazzo Ducale. It allows it to sell ad space.

???? But there is a condition in the agreement: The ads should not offend public taste.

???? In August, Venice banned US actress Julianne Moore's Bulgrari ad from a billboard in the Piazza San Marco.

???? The photo shows a naked Moore covered with lion cubs. handbags and jewelry. Mayor Giorgio Orsoni called the image too racy (猥褻) and unsuitable for the Piazza San Marco.

???? "l consider the fact that Venice is part of the real world_ but we cannot accept these Hollywood-style images. There are wise sponsors. and we need to come up with advertising that suits Venice. not Times Square, " he said in a speech.

1.The article is mainly about__________in Venice.

A. restoration of cultural heritage

B. widespread commercialization

C. the conflict between ads and cultural heritage

D. the difficulty of restoring monuments

2. In the first paragraph, the beautiful view from the Bridge of Sighs is mentioned to__________.

A. introduce other monuments of the ancient city

B. show many ancient structures need repairing

C. indicate that the view is blocked by huge ads

D. attract readers' interest in the famous city

3. From the article we can conclude that Renata Codello__________? the advertising.

A. is in favor of??????? B. is worried about??? C. objects to?????????? D. doesn't mind

4.Why do many Venetians complain about the ads?

A. They support commercialization.

B. They feel the ads are damaging the city.

C. The ads are usually racy and in an American style.

D. The ads don't present a traditional view of Venice.

5.It can be inferred from the passage that

A. Hollywood stars' ads cannot go up in Venice

B. people can buy Bulgari or Coca-cola on the Bridge of Sighs

C. the Dottor Group may stop its restoration work for lack of funds

D. the mayor of Venice is expecting new advertising

“Life is speeding up. Everyone is getting unwell.”
This may sound like something someone would say today. But in fact, an unknown citizen who lived in Rome in AD 52 wrote it.
We all love new inventions. They are exciting, amazing and can even change our lives.
But have all these developments really improved the quality of our lives?
Picture this: You’re rushing to finish your homework on the computer. Your mobile phone rings, a QQ message from your friend appears on the screen, the noise from the television is getting louder and louder. Suddenly the computer goes blank and you lose all your work. Now you have to stay up all night to get it done. How calm and happy do you feel?
Inventions have speeded up our lives so much that they often leave us feeling stressed and tired. Why do you think people who live far away from noisy cities, who have not telephones, no cars, not even any electricity often seem to be happier? Perhaps because they lead simpler lives.
One family in the UK went “back in time” to see what life was like without all the inventions we have today. The grandparents, with their daughter, and grandsons Benjamin, 10, and Tomas, 7, spent nine weeks in a 1940s house. They had no washing machine, microwave, computer or mobile phones.
The grandmother, Lyn, said, “It was hard physically, but not mentally.” She believed life was less materialistic. “The more things you have, the more difficult life becomes,” She said. The boys said they fought less to fight over, such as their computer. Benjamin also noticed that his grandmother had changed from being a “trendy（時髦的）, beer-drinking granny, to one who cooked things.”
Here are some simple ways to beat the stress often caused by our inventions!
Don’t be available all the time, turn off your mobile phone at certain times of the day. Don’t check your e-mail every day.
Don’t reply to somebody as soon as they leave a text message just because you can. It may be fun at first, but it soon gets annoying.
【小題1】The passage is mainly about         .

請認(rèn)真閱讀下列短文，并根據(jù)所讀內(nèi)容在文章后表格中的空格里填入一個最恰當(dāng)?shù)膯卧~。注意：每個空格只填1個單詞。請將答案寫在答題卡上相應(yīng)題號的橫線上。
Advertisers tend to think big and perhaps this is why they’re always coming in for criticism. Their critics seem to offend them because they have a talent for self-promotion and because they have so much money to throw around. ‘It’s unfair,’ they say, ‘that this entirely unproductive industry (if we can call it that) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…’
The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods comes largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement.
Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall or reading railway rules while waiting for a train? Would you like to read only closely printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a dull wall or a newspaper full of disasters.
We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not survive without this source of revenue(收益). The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price!
Another thing we mustn’t forget is the ‘small ads.’ which are in virtually every newspaper and magazine. What a greatly useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the ‘hatch, match and dispatch’ column but by far the most fascinating section is the personal or ‘a(chǎn)gony’ column（讀者來信專欄）. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is!