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题型:阅读理解 题类:常考题 难易度:普通

四川省乐山市沫若中学2019届高三上学期英语(9月)入学考试试卷

阅读短文,从每题所给的四个选项(A、B、C和D)中,选出最佳选项。

    Procter & Gamble (P&G), one of the world's biggest marketers, has announced a change in the way it buys advertising on Facebook. It has started cutting its spend on highly targeted ads and increasing its spend on ads that address much larger numbers of the potential audiences for its brands, which include Tide, Pampers and Gillette. Explaining this change of emphasis, P&G's global brand building officer, Marc Pritchard, said, "We targeted too much, and went too narrow."

    Facebook's astonishing income growth comes, in part, from its ability to deliver micro-targeted audiences (推送精准目标受众) to advertisers, and P&G in fact admits that it has wasted millions of dollars in the misguided pursuit of effectiveness.

    Facebook used to be irresistible to advertisers. It presents advertisers this question: Instead of sending your message to millions in a television ad, why not use data to reach only those you need to reach? But as many people may have noticed, making perfectly targeted ads appears to be much harder than it sounds. Most digital ads are easily ignored. Information about consumers is not the same as insight into human beings.

    The more fundamental problem with micro-targeting is that for big brands, advertising has never really been about messages—even brand owners have never quite realized it. It is about the creation of shared memories, triggered at the point of purchase. Think about some of the great brands: Nike, Apple, and yes, Pampers. If you buy them, it is because you know millions of others do, and because they seem to stand for something that, far from being unique to you, is common to all of us: achievement, creativity, and nurturing. The broader these brands go, the better they do.

    When a consumer reaches for something on the shelf, they usually reach for the familiar. To achieve that status, a brand needs to have done something that lots of people regularly see, notice and enjoy. What seemed to be the wastefulness of TV was in fact its secret sauce. By reaching large numbers of people at the same time, TV ads had the power to turn brands into cultural icons, which took up consumers' minds.

    In its conversations with advertisers, Facebook now talks less about targeting, preferring to emphasize the large number of consumers that it can help brands to reach. It is investing in video functions and is encouraging its clients to make short films. After years of telling clients TV is wasteful, it is now doing a good job of imitating it.

(1)、Which of the following contributes to P&G's strategy change?
A、The rise of digital media. B、The high cost of targeted ads. C、The limitations of micro-targeting. D、The reduction of targeted advertising.
(2)、It can be learned that Facebook has already ________.
A、stopped delivering micro-targeted audience to advertisers B、been faced with the challenge of slowing income growth C、been blamed for its ineffective ads D、lost its attraction towards P&G
(3)、According to Paragraph 4, micro-targeting is problematic with ________.
A、delivering messages B、building common values C、creating unique experiences D、triggering the purchasing desire
(4)、What's the author's attitude towards Facebook's opinion about TV ads?
A、Tolerance B、Approval C、Doubt D、Hesitancy
举一反三
阅读理解

You can't always predict a heavy rain or remember your umbrella. But designer Mikhail Belyaev doesn't think that forgetting to check the weather forecast before heading out should result in you getting wet. That's why he created lampbrella, a lamp post with its own rain- sensing umbrella.

    The designer says he come up with the idea after watching people get wet on streets in Russia. “once, I was driving on a central Saint Petersburg street and saw the street lamps lighting up people trying to hide from the rain. I thought it would be appropriate to have a canopy (伞蓬) built into a street lamp.” he said.

    The lampbrella is a standard-looking street lamp fitted with an umbrella canopy. It has a built-in electric motor which can open or close the umbrella on demand. Sensors (传感器) then ensure that the umbrella offers pedestrians shelter whenever it starts raining.

In addition to the rain sensor, there's also a 360° motion sensor on the fiberglass street lamp which detects whether anyone is using the lampbrella. After three minutes of not being used the canopy is closed.

     According to the designer, the lampbrella would move at a relatively low speed, so as not to cause harm to the pedestrians. Besides, it would be grounded to protect from possible lighting strike. Each lampbrella would offer enough shelter for several people. Being installed (安装) at 2 meters off the ground, it would only be a danger for the tallest of pedestrians.

      While there are no plans to take lampbrella into production, Belyaev says he recently introduced his creation to one Moscow Department, and insists his creation could be installed on any street where a lot of people walk but there are no canopies to provide shelter.

阅读理解

    Parkside

    Pick Your Own

    Fancy some fresh fruit and vegetables? At Parkside Farm we grow a wide variety of delicious summer fruits and high-quality vegetables for you to come and pick your own. Why not pay us a visit?

     About us

    Our family has been farming at Parkside Farm since 1938. Although we no longer keep fields of wheat and other crops. We started growing strawberries for Pick Your Own back in 1979. Since then, we have made the Pick Your Own area larger and we now grow about 20 different crops.

     Opening times

    The season starts in late June, but opening hours are variable the first week. Please ring our message line to check. From July onwards, we are open Tuesdays to Saturdays from 9 am to 5:30 pm (last entry 5 pm). Opening hours are variable on Sundays. Mondays CLOSED.

     Crop calendar

    Some crops may be in limited supply at certain times, so always ring the message line for daily updates before setting out.

    Strawberries: early June to mid-October                Blackcurrants:     early July to mid-August

    Raspberries: mid-June to mid-August                   Redcurrants: mid-July to mid-August

    Blackberries: mid-July to mid-October                  Plums: mid-July to early September

    Prices

    There is a minimum charge of £3 for each adult or child who enters the Pick Your Own area. This means that every person has to spend at least £3 on Pick-Your-Own fruits or they will charged this amount when they leave.

    Strawberries: £4.49/kg         Blackcurrants: £4.79/kg     Raspberries: £6.39/kg

    Redcurrants: £4.79/kg          Blackberries: £5.39/kg     Plums: £ 2.99/kg

    Find us

    Parkside Farm is in the Enfield of London, north of the city centre.

    For more information , please call our message line on 020 8367 2035 or check our website: www.parksidefarmpyo.co.uk.

阅读理解

    There are about 5,000 different kinds of ladybugs(瓢虫)in the world. They are also known as lady beetles or ladybird beetles. They come in many different colors and patterns, but the best-known in North America is the seven-spotted ladybug, with its shiny, red-and-black body.

    In many cultures, ladybugs are thought to be good luck. Most people like them because they are pretty, lovely and do no harm to human beings. But farmers love them because they eat aphids and other plant-eating pests. One ladybug can eat up 5,000 insects in its lifetime!

    Most ladybugs have dome-shaped bodies with six short legs. Depending on the kind, they can have spots, stripes, or nothing at all. Seven-spotted ladybugs are red or orange with three spots on each side and one in the middle. They have a black head. Ladybugs are colorful for a reason. They tell the enemy: "Eat something else! I taste terrible." When threatened, they may play dead. Birds are ladybugs' main predators(天敌), but they are also eaten by frogs, spiders, and dragonflies.

    Ladybugs are happy in many different places, including grasslands, forests, cities, suburbs, and along rivers. Seven-spotted ladybugs are native to Europe but were brought to North America in the mid-1900s.

    Ladybugs are most active from spring until fall. When the weather turns cold, they look for a warm place to hibernate, such as in rotting logs, under rocks, or even inside houses. These hibernating places can have thousands of ladybugs.

    The name "ladybug" was given by European farmers who prayed to the Virgin Mary when pests began eating their crops. After ladybugs came and wiped out the invading insects, the farmers named them "beetle of Our Lady". This later was shortened to "lady beetle" and "ladybug".

阅读理解

    I've never been the kind of person to say, “it's the thought that counts” when it comes to gifts. That was until a couple of weeks ago, when my kids gave me a present that blew me away.

    For years now, I've been wanting to sell our home, the place where my husband and I raised our kids. But to me, this house is much more than just a building. In the front room, there's a wall that has hundreds of pencil lines, marking the progress of my children's growth. Every growth stage is marked in grey, with each child's name and the date they were measured. Most people I know have been featured on a wall like this, or at least had a wall like it in their home.

    Of all the objects and all the memories, it's this one thing in a home that's the hardest to leave behind. Friends I know have returned home after work only to discover their wall of heights has been freshly painted over. A new paint job wouldn't normally be greeted by tears, but erasing that evidence of motherhood hurts more than it should. Our kids grow in so many ways, but the wall is physical evidence of their progress, right there for everyone to see.

    Over the years, I've talked about how much I would hate leaving that wall behind when I moved, even though the last marks were made 10 years ago when my kids stopped growing. So one day, while I was at work, my children decided to do something about it.

    They hired Jacquie Manning, a professional photographer whose work is about capturing (捕捉) the beautiful things in life, from clear lakes and skies to diamonds and ballgowns. She came to our house while I was at work, and over several hours, took photos of the hundreds of drawings and lines, little grey fingerprints (手印), and old marks. Somehow, she managed to photograph all those years of memories perfectly. Afterwards, she put all the photos together into one image, transforming them into a beautiful history of my family.

    Three weeks later, my children's wonderful gift made its way to me – a life-size photo of the pencil lines and fingerprints that represents entire lifetimes of love and growth.

阅读理解

High-Wire Act

    Mickey Wilson had been on the mountain only a few seconds when he heard the scream. Wilson, 28 years old, had just gotten off the cable car (索道缆车) at the Arapahoe Basin Ski Area in Keystone, Colorado, along with his friends Billy Simmons and Hans Mueller. Their friend Richard had been on the cable car ahead of them, but when the men reached the top of the lift, he had disappeared. The men walked toward the source of the scream and found skiers stopped on the slope, pointing to the cable car. And then the friends screamed too.

    "Oh, Richard!" yelled Mueller.

    When Richard had tried to jump off the cable car, his backpack had been caught in the chair, which then dragged him back down the hill. In the process, the backpack belt twisted around his neck, making him breathless. Now Richard's body was swinging four feet above the snow. The cable car operator had quickly stopped it, and the friends kicked off their skis and ran toward the scene. They made a human pyramid to try to reach Richard, but the unconscious man was too far off the ground. With the clock ticking, Wilson ran to the ladder of a nearby lift tower. Scared skiers watched as he struggled the 25 feet. After he reached the top, Wilson's first challenge was to climb onto the two-inch steel cable that held the chairs. He handled the balance and height bravely, but he knew he could not walk on the cable. Therefore, he calmed down and sat over it and then used his hands to pull himself to Richard quickly. Wilson's greatest fear wasn't that he'd fall, but that he wouldn't reach Richard. "This was life or death," he said.

    When he reached Richard's chair, Wilson swung a leg over the cable and attempted to drop down onto it. But as he did that, his jacket caught on the movable footrest, which was in the up position. The footrest began to slide down, with Wilson attached. But before that could happen, he managed to free himself and reached Richard.

    Fortunately, the ski patrol (巡查) had gathered below and performed emergency treatment on Richard, who had been hanging for about five minutes, then skied him down to an ambulance.

    That night, Richard called from the hospital to express his thanks to Wilson, his other friends and the workers at the Arapahoe Basin Ski Area.

阅读理解

    A while back I caught a news report on something called -couch surfing‖ and the network of trusting souls who make this phenomenon possible. They offer to put up travelers free of charge and help them on their ways. At first, it sounded unbelievable. I mean, inviting strangers into one's home for one or two nights? Give me a break.

    However, I was intrigued. I decided to investigate. The only way to truly learn about this phenomenon was to dive in. So I planned a trip to Finland, a country I've always wanted to explore. I would couch surf at every stop there.

    If ever any anxiety existed when stepping into the unknown, it disappeared when my first host met me at the train station. Ari looked like my idea of a typical Finn: tall and blue-eyed. Finns were also supposed to be famously reserved (寡言少语的). Ari was anything but. He was a live wire, giving me an enthusiastic welcome and hiking with me to his apartment, where he showed me the sleeper sofa, served me tea, and engaged me in warm conversations. He also handed me a key to come and go as I pleased.

    If this was what couch surfing was all about-trust and friendship-then I had gotten off to a good start. As I boarded my next train to continue my journey, I began to think about this couch-surfing idea. What urged these people to open their homes to strangers? I concluded that there was a desire to lend a hand to like-minded folks who might enrich their own lives.

    Seven cities in 14 days. Seven hosts. Seven new friends. If couch surfing taught me anything, it's this: Most people are good and generous. Where will couch surfing take me next? Who knows? But I can't wait to find out.

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