题型:任务型阅读 题类:常考题 难易度:普通
江苏省启东市启东中学2018届高三上册英语期初考试试卷
Commercial advertisement was once thought of as a technique of the marketers to inform the potential buyers about the availability of certain products. It was seen more as a medium to inform the buyers rather than persuade them to buy. The present day marketers see advertisement as a medium to damage the image of their competitors and their products. This indeed, is an undesirable and an immoral practice. Instead of speaking about their own products, these marketers speak about the drawbacks (often without any basics) of the competing products.
People watching TV advertisements would notice that there has always been an advertisement war between the marketers of different consumer goods. A few such cases are given below.
⑴Parachute Coconut Oil vs. V.V.D. Gold
Sometime back, the producer of V.V.D Gold Coconut Oil claimed in their TV advertisement that only their products were superior and the one sold in blue colour bottles (the reference was to Parachute coconut oil) was suitable only for un-natural hair.
⑵Tata Salt vs. Captain Cook
Tata salt was first iodised (碘处理) salt marketed by an Indian Company. It has been enjoying a good and steady market. Captain Cook, another producer of iodised salt, who entered the market later, had to adopt some strategy to get control of the market. The TV advertisement of Captain Cook stressed on ‘Free flow' of their salt when transferred to a container. The producer of Tata Salt retaliated (报复) by saying that the claim of Captain Cook was a trick and those who were quality conscious should deal with it with caution.
⑶Pepsi vs. Coca Cola
Coca Cola was selected as the official soft drink for the Wills World Cricket 1996. When the cricket series was on, the marketers of Pepsi constantly advertised on TV. Their advertisement gave the idea that the cricketers preferred only Pepsi and as a matter of fact there was nothing official about it.
⑷Horlicks vs. Complan
Sometime back, the TV advertisement of Complan, a health drink directly attacked Horlicks, which has been in the market for several decades. The claim of Complan was that their brand (which according to them was Brand C) has a higher percentage of ingredients compared to Brand H (reference was nothing but to Horlicks).
The above examples clearly show how the technique of advertisement is misused by some marketers to ruin the image of their competitors. This, certainly, is not a healthy trend.
Any marketer should only speak about his products and not about his competitors' products. The awareness of consumers has certainly increased over the years and they are no longer easily taken in. There are many consumer products like salt, oil, shaving blades etc. But one thing for sure is that offering the same product in a different container will not make the product different.
Mass media like Radio, Television and newspaper should not allow advertisements that tell lies. Legal regulations, in this regard, should also be made stricter.
Comparison of the past and the present | |||
In the past | A technique mainly used for offering | ||
At present | A trick used as a means of unfair | ||
Unhealthy trend of the of advertisement | |||
Products | Wrong | ||
V.V.D. Gold | No product of the kind could it. | ||
Captain Cook | Captain Cook stressed on their “free flow” when their product was put into a container. | ||
Tata Salt | Tata salt warned consumers to be. | ||
Pepsi | Too much advertisement on TV seemed to say that Pepsi was the cricketers' . | ||
Complan | Complan claimed that their product was much in ingredients. | ||
Solutions | ●Only products of their own are allowed to be in the advertisement. ●Stricter laws should be made to protect every producer's and consumer's benefits. |
Guilt, a positive use for a negative emotion
Guilt is one the most painful emotions that humans experience but also one of the most common. Nobody enjoys feeling guilty, but this emotion serves an important purpose: it alerts a person when he or she has done something wrong. This makes it possible for the person to make amends and it can also motivate people to avoid making similar mistakes later.
Nevertheless, guilt can be destructive if not dealt with in the right way. It can cause people to avoid others because they are too embarrassed to apologize for their actions or inaction. Some try to avoid the pain of guilt by turning to other worse habits. Others try to cover up their guilt by blaming others or becoming angry.
What makes it more complicated is that sometimes people feel guilty about things that they can't control. One example of this is survivors' guilt, when people who survived a disaster feel guilty because they escaped death while others didn't. Other people experience false guilt because of too high expectations for themselves.
The proper response to guilt depends on what kind of guilt you're dealing with. For false guilt, it's important to recognize that guilt does not reflect an actual ethical failure. For example, some false guilt focuses on failing to meet expectations you had for yourself. In this case, it's important to remind yourself that you have limits. No one is perfect, and no one can do everything, so admitting your limits is actually a sign of humility.
It's also important to acknowledge what you are feeling. Even when you don't need to feel guilty, these feelings are real and normal. Try to balance them with positive thoughts, but realize that it often takes time for feelings to change.
It's possible that you feel guilty because you actually did something wrong—or didn't do something you should have .If so, don't try to hide it. Apologize and ask for forgiveness, working to heal relationships that were damaged by your actions, which will make your guilty feelings fade.
Guilt is painful, but it can serve a good purpose if you use it well.
Guilt, a positive use for a negative emotion | |
One purpose it serves | To warn people of their mistakes, {#blank#}1{#/blank#} them to mend their mistakes and motivating them to avoid {#blank#}2{#/blank#} the same action again. |
Causes of guilt | ● A person did something wrong. ● A person didn't do something he or she should have done. ● Something happened {#blank#}3{#/blank#} a person's control. ● A person {#blank#}4{#/blank#} too much of himself or herself. |
Destructive results | If it is not {#blank#}5{#/blank#} correctly, people may: ● {#blank#}6{#/blank#} from others because of embarrassment; ● turn to other worse habits to avoid the pain of guilt; ● cover their guilt by {#blank#}7{#/blank#} the blame or being angry. |
Proper response | ● Recognize guilt is not a reflection of ethical failure. Admit your limits when you {#blank#}8{#/blank#} to meet your expectation. ● Acknowledge your feelings. Balance them with positive thoughts and be{#blank#}9{#/blank#}. ● Don't hide your guilt. Apologize and ask for forgiveness and work to {#blank#}10{#/blank#} up with the people you hurt. |
Conclusion | If made good use of, guilt can be useful though it is painful. |
Decoding the young brain
There was a funny experiment to see how a young child would answer a specific question compared to an adult. After the adult had spent some time speaking with the child, he asked the child, “What do you think about me?” The child answered, “You talk too much.” When the adult performed the same experiment with another adult, the reply to the same question was, “I think you're a very interesting person.” Even if the adult felt the same way as the child, his brain allowed him to take a moment,consider the question, and come up with an answer. He could have been annoyed, but his answer didn't reflect it because he was being polite.
The secret lies in the science of the developing brain. The child's honest answer was reflected in the fact that his brain wasn't equipped to filter(过滤) information before answering the question. As a result, he was honest, but he said something that may have been hurtful. However, the child did not intentionally hurt the adult; it's just the way his brain works. As a child grows into adolescence and then into adulthood, that changes.
The human brain is made up of billions of neurons(神经元). In order for our body to execute a command, like getting up from a chair and walking to the other room, the neurons in the brain have to communicate with each other. They also help us employ our senses like taste and touch and help us remember things.
When the neurons send messages, perhaps one sensation(感觉) the person feels is excitement about eating a cookie because it is so delicious. Later, if that person smells a cookie or hears someone talking about a cookie, it can spark the electrical signals that call up the memory of eating the delicious cookie. In an adult, he or she may remember that eating too many cookies can have consequences, like weight gain. But because the younger brain is more impulsive(冲动的), the desire to feel the pleasure of the sweet treat outweighs the consequences.
That is because when a child is young, his brain is “wired” in such a way that he seeks pleasure and is more willing to take risks than an adult. This affects his decision-making process and it is why younger people tend to be more impulsive. Sometimes parents have to tell their children over and over again before the child remembers that something is dangerous or risky. How many times have we heard a parent say, “I tell her this all the time, but she never listens!”
To conclude, what we know about the young brain is that children are more likely than adults to be impulsive. It isn't always necessarily because they are being naughty; it may very well be because of their brains. So the next time you ask a child what he really thinks of you, be prepared for any kind of answer.
Decoding the young brain |
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An experiment on a young child |
A young child answered the question {#blank#}1{#/blank#} the top of his head while an adult paused, and {#blank#}2{#/blank#}twice before he found an answer. |
Causes of the {#blank#}3{#/blank#} reflected in the experiment |
The developing brain of the young child contributed to his honest answer. ◆He was more likely to hurt or offend others {#blank#}4{#/blank#} he didn't intend to do so. ◆It's just the way his brain works and with him growing up, that changes. |
Billions of neurons {#blank#}5{#/blank#}up the human brain have their own mechanism for functioning. ◆The neurons have to communicate with each other, helping us employ our senses and remember things. ◆A person may {#blank#}6{#/blank#} the smell of a cookie with the memory of eating it. ◆A younger brain is more impulsive compared with an adult's. |
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A young child's having a natural {#blank#}7{#/blank#} to seek pleasure and take risks results from his young brain. ◆This affects his decision-making process and it is why younger people act in an impulsive way. ◆Warned many times before, a young child will still try something {#blank#}8{#/blank#} or risky. |
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A conclusion drawn from the experiment |
An adult's ability to control his impulses is much {#blank#}9{#/blank#} and a young child is not {#blank#}10{#/blank#} being naughty when they make hurtful or offensive answers. |
注意:每个空格只填一个单词。
Sometimes willpower is a lot like the television remote control- hard to find just when you want it most. Whether you're trying to lose weight, stop smoking, get to the gym regularly, developing your sense of willpower is an important part of changing any behavior. Breaking a bad habit or forming a new and healthy one can be difficult. But there are ways to increase your willpower.
Don't try to change your social situation, win a high position and lose weight all on the same morning. Set one clear, specific goal and make a realistic plan for achieving it. Extra willpower sometimes requires extra energy, so don' push yourself too hard. Focus on one goal at time.
Whatever your goal is, don't expect to achieve it immediately. If you are trying to break a caffeine habit, start by replacing your morning cup of coffee with a glass of water, instead of vowing (发誓) never to drink coffee again Congratulate yourself on the small achievements that will lead to a larger one. These successes help your willpower grow.
Improve your willpower by a support network. Ask friends, family or colleagues for help and tell them exactly how they can help. If your credit card bills have increased sharply, for example, let friends know that you are reducing costs. Suggest having a common dinner instead of meeting at an expensive restaurant Find a support group or organization related to your goal and attend their meetings. You can get valuable advice, understanding and information there.
If possible, change your environment to encourage positive behavior. Want to get in shape? Keep an extra set of workout clothes in your office as a reminder to stop by the gym on the way home. Giving up smoking? Don't go to bars or restaurants where you might be attracted to light up.
Sometimes changing your behavior requires more than willpower. If you are struggling with a bad habit or want to make an important lifestyle change, seek the support of a professional. An expert may be able to provide related support or medical treatment if necessary.
Outline |
Supporting details |
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Brief introduction |
{#blank#}1{#/blank#} your sense of willpower is an important part of changing any behavior. |
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{#blank#}2{#/blank#}to increase willpower |
First things first |
{#blank#}3{#/blank#} doing too many things at the same time. ◆Set a clear, specific goal; make a realistic plan. ◆Don't be too{#blank#}4{#/blank#} on yourself. ◆Focus on one goal at a time. |
Slow start |
Real success {#blank#}5{#/blank#}time. ◆Actions speak louder than words. ◆Congratulate yourself on the small achievements, which will {#blank#}6{#/blank#}to a larger one. |
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Support teamwork |
Improve your willpower by a support network. ◆{#blank#}7{#/blank#} to friends, family or colleagues and tell them exactly how they can help. ◆Find a support group or organization related to your goal and attend their meetings, {#blank#}8{#/blank#}you can get valuable advice. |
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Changing your{#blank#}9{#/blank#}. |
If possible, make changes to encourage positive behavior. |
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Professional support |
Changing your behavior requires more than willpower. ◆Seek the guidance and support of a professional if you have{#blank#}10{#/blank#} breaking a bad habit. ◆Receive medical treatment if necessary. |
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