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题型:阅读理解 题类:常考题 难易度:普通

贵州省遵义航天高级中学2019届高三上学期英语第三次月考试卷

阅读理解

    Most advertising in ancient times was word-of-mouth, that is, people liked something and told others about it. But even then, people advertised by putting inscriptions (题字) on walls, for example to display political slogans and to offer household goods for sale. Also, in Rome and Greece, in ancient times, it was common for people to use papyrus, a kind of paper, to advertise things they had lost or found. The tradition of wall or rock painting as a way of advertising goods is even more ancient.

    Painting developed in the 15th and 16th centuries, and this increased the forms of advertising. Handbills — small printed notices and advertisements — became common. Then, by the 17th century, advertisements started appearing in weekly newspapers in England. In the 19th century mail order catalogues appeared, promoting all kinds of goods.

    Finally, advertisements in the 1960s became more creative and more interesting. Also, they began to draw attention to the 'unique selling points', the USPs of products. These are the qualities that make a product different from competitors' products.

    These days, advertisers have come up with new ways of promoting their products. For example, product placement is now common. This is advertising in TV programmes or films by having a character, preferably played by a famous actor, use a particular product. For example, Tom Cruise's character in the movie, Minority Report, had a computer with the Nokia logo (商标) on it, and his watch was clearly made by Bulgari.

    TV commercials are a very effective medium for advertisers, though these are very expensive. If an organization wants to have a 30-second TV advert during the annual Superbowl game in the United States, they have to pay about $2.5 million.

    Perhaps the most interesting development is the use of famous personalities to endorse (代言) a product. The basketball player, Michael Jordan, endorsed Nike products and wore them while playing.

    Getting well-known personalities to endorse a product can be very expensive, but endorsements certainly increase a product's sales, especially if the personality has a positive image in the eyes of the public.

(1)、What is Paragraph 1 mainly about?
A、The influence of advertising. B、The development of advertising. C、Ways of advertising in ancient times. D、Types of product advertising in ancient times.
(2)、Which of the following is TRUE about advertisements in the 1960s?
A、They were complicated and entertaining. B、They contained quite a lot of information. C、They were mainly shown in TV programmes. D、They focused on the special features of products.
(3)、In product placement, advertisers tend to use      .
A、cartoon characters. B、intelligent people. C、fictional characters. D、popular actors or actresses.
(4)、What is the benefit of endorsements?
A、They are not expensive. B、They are fairly interesting. C、They promote product sales. D、They pass on positive messages.
举一反三
请阅读下列短文,从短文后各题所给的A、B、C、D四个选项中,选出最佳选项。

Chimps(黑猩猩) will cooperate in certain ways, like gathering in war parties to protect their territory. But beyond the minimum requirements as social beings, they have little instinct (本能) to help one another. Chimps in the wild seek food for themselves. Even chimp mothers regularly decline to share food with their children, who are able from a young age to gather their own food.

In the laboratory, chimps don't naturally share food either. If a chimp is put in a cage where he can pull in one plate of food for himself or, with no great effort, a plate that also provides food for a neighbor to the next cage, he will pull at random —he just doesn't care whether his neighbor gets fed or not. Chimps are truly selfish.

Human children, on the other hand are naturally corporative. From the earliest ages, they decide to help others, to share information and to participate in achieving common goals. The psychologist Michael Tomasello has studied this cooperativeness in a series of experiment with very young children. He finds that if babies aged 18 months see an unrelated adult with hands full trying to open a door, almost all will immediately try to help.

There are several reasons to believe that the urges to help, inform and share are not taught, but naturally possessed in young children. One is that these instincts appear at a very young age before most parents have started to train their children to behave socially. Another is that the helping behaviors are not improved if the children are rewarded. A third reason is that social intelligence develops in children before their general cognitive(认知的)skills, at least when compared with chimps. In tests conducted by Tomasello, the human children did no better than the chimps on the physical world tests but were considerably better at understanding the social world.

The core of what children's minds have and chimps' don't is what Tomasello calls shared intentionality. Part of this ability is that they can infer what others know or are thinking. But beyond that, even very young children want to be part of a shared purpose. They actively seek to be part of a “we”, a group that intends to work toward a shared goal.

阅读理解

    More and more birds are flying to settle at Qinghai Lake, one of the highest inland lakes in China, thanks to the protection efforts of local governments. Covering an area of over 4,000 square     kilometers. Qinghai Lake is also the country's biggest salt­water lake. Located in Northwest China's Qinghai Province, the lake is famous for the two islands at its northwest point—Cormorant Island and Egg Island. The two islands have plenty of floating grass and various schools of fish, offering rich food sources for birds. The islands have become a paradise for different kinds of groups of birds and have been called“Bird Islands”.

    Each March and April, when ice and snow covering the Qinghai­Tibet Plateau starts to melt, over 20 kinds of birds fly to the Bird Islands to lay eggs.  During the months, flocks of birds cover the whole sky over the islands and birds eggs can be found everywhere. Visitors can hear the singing of birds from miles away. These have become a world famous symbol of the lake.

    To protect this paradise for birds and support calls for ecological protection, China set up the Qinghai Lake Natural Protection Zone at the end of 1997.Meanwhile, the State has pointed out the Bird Islands and Spring bay of the Qinghai Lake as central protection zones.

    Inspection officials and management employees often patrol the lake, improving local residents' knowledge of related laws and spreading knowledge about animal protection to visitors. They are making great efforts to call on people to love and protect the birds. At the same time, they have built special fences around the island area to prevent wolves, foxes and other carnivorous animals, as well as illegal hunters from breaking up the birds' nest­building, egg­laying and breeding. As a result, more and more birds are coming to the islands for sheltering and breeding.

阅读短文,从每题所给的四个选项(A、B、C、D)中,选出最佳选项。

    The "Give It Up for Earth Day" encourages people to commit to giving up actions that are harmful to the environment, such as using poisonous cleaners.

    Throughout the month of April, Canadians are being asked to "Give It Up for Earth Day!" Earth Day has been celebrated every year on April 22 since 1970. Earth Day Canada president Jed Goldberg says that as people become more environmentally aware, they want to find ways to reduce their environmental influence, not just celebrate one special event.

    "Earth Day is a great launching pad for thinking about environmental action every day," said Goldberg. "Choosing healthier options, even for the short term, can lead to thinking about the influence of our decisions for a lifetime."

    That's the reason behind the "Give It Up for Earth Day" campaign. It's designed to encourage healthy habits that benefit people and the planet. It challenges everyone to help create a healthier world by making changes in their daily routine.

    "We wanted to plan an action—targeted campaign that will give people a chance to act on their concern for the environment in a positive way," said Goldberg.

    The campaign has identified four daily actions that can add up to huge environmental savings. They include pledging (保证) to turn off the TV, give up the use of poisonous cleaners, reduce consumption of consumer products and cut out meat.

    At the end of April, all of the pledges will be recorded and converted (转化) into the number of TV hours not watched, dollars not spent on unnecessary items, electricity saved, greenhouse gas emissions (排放) avoided by cutting out meat, and poisonous chemicals produced from homes and landfills.

    "What we're trying to achieve this year for Earth Day is to give people a chance to do something that is meaningful and measurable," said Goldberg.

阅读理解

    A man going abroad to work leaves his young lady crying. "Don't worry, I will write to you every day," he said. For years he did write to her. But since he was happy with his job, he had no immediate plans of going home. One day, he received a wedding invitation. His girlfriend was scheduled to be married. To whom? To the mailman bringing regularly the letters of her boyfriend! Indeed, distance does make hearts struggle.

    While presents are important, love demands what is basic: presence of the beloved.

    Martha was busy with her job. She believed she had to work harder because she loved her father who had serious disease. She had to provide for his expensive medicine. Her brothers and sisters meanwhile stayed with their father most of the time. They bathed him, sang for him, spoon­fed him or simply kept him company.

    One day Martha was hurt. She overheard her father telling her mother, "All our children love me except Martha." "How can this be?" Martha thought. "Am I not the one killing myself in my work to earn money to buy for his medicine? My brothers and sisters do not even provide their share in the expenses as much as I do."

    One night, as Martha was as usual late in going home, she peeped for the first time in the room where her father was lying. She noticed that her father was still awake. She decided to come close at his bedside. Her father held her hands and said, "I miss you. I don't have much time. Stay with me." And she stayed with her father holding his hand the whole night.

    The next morning Martha said to everyone, "I have taken a leave of absence. I would like to be with my father. I will bathe him and sing for him from now on." Her father had a beautiful smile. He knew this time Martha loved him.

    As children, we need the assuring presence of our loved ones. Adult people need no less.

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