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.

    The Panda Ant is a most unusual species with a lovely appearance. {#blank#}1{#/blank#} They look like ants but actually they belong to the wasp（黄蜂）family. The differences between the two sexes of the species are also very pronounced in both appearance and behavior. When fully grown, the male, possibly attaining a length of approximately 0. 8 centimeters, is several times larger than the female. {#blank#}2{#/blank#} Cute as panda ants may look, they are dangerous and capable of knocking out an animal much larger than they are with a few stings（刺）.

    Panda ants primarily depend on flowers sweet liquid as their food. {#blank#}3{#/blank#} The female panda ant often lays its eggs in a bee or wasp nest. When the young ones. hatch, they will eat their pupa（蛹）hosts.

    {#blank#}4{#/blank#} So although a female panda ant lays approximately 2, 000 eggs a year, a considerable amount of eggs to support their survival, this species is still on the edge of dying out.

    This species was first discovered in the coastal region of Central Chile in 1938. {#blank#}5{#/blank#}

    Today, they are likely to be found in dry desert and sandy areas such as Southwestern United States and parts of Mexico.

A. It's a new fashion to raise panda ants as pets.

B. The name comes from their colors as pandas.

C. Yet young panda ants are meat-eaters.

D. No one believes the panda ant is the relative of bees.

E. Besides, the males are active at night while the females opposite.

F. Unfortunately, many panda ants are eaten for their bright colors.

G. Then little attention was given to it until recently.

注意：每个空格只填1个单词。

The changes facing fast-food companies

    Fast food was once thought to be recession-proof. When consumers need to cut spending, cheap meals like Big Macs and Whoppers become even more attractive. As a result, fast-food chains have survived the recession better than their more expensive competitors. In 2009 sales at full-service restaurants in America fell by more than 6%, but total sales remained about the same at fast-food chains. In some markets, such as Japan, France and Britain, total spending on fast food increased.

    But in this ongoing recession(萧条), which is more severe, not all fast-food companies have been as fortunate. Many, such as Burger King, have seen sales fall. In the recession, while some people trade down to fast food, many others eat at home more frequently to save money. Smaller fast-food chains in America, such as Jack in the Box and Carl's Jr., have been hit particularly hard in this downturn because they cut back spending on advertising.

    In face of such challenges, some fast-food companies have sacrificed their own profits by trying to give customers better value. During the recession companies set prices low, hoping to tempt more customers through the door. But in many cases that strategy doesn't work. Some companies are rethinking their strategies. KFC has launched a chicken sandwich that costs around $5 to attract consumers away from $1 specials.

    Companies are also trying to get customers to buy new and more items, including drinks. McDonald's started selling better coffee as a challenge to Starbucks. Its “McCafe” line now accounts for an estimated 6% of sales in America. As fast-food companies shift from “super size” to “more buys”, they need to keep customer traffic high throughout the day. Many see breakfast as a big opportunity, and not just for fatty food. McDonald's has started selling porridge in America, because the profits can be high.

    But what about those growing waistlines? So far, fast-food firms have cleverly avoided government regulation. By providing options like salads and low-calorie sandwiches, they have at least given the impression of doing something about helping to fight obesity(肥胖). These offerings don't necessarily lead to profit loss, as they can broaden the appeal of stores to groups of diners that include some people who don't want to eat a burger.

    But calls for tougher government regulation never wear down. This year Congress passed America's health-reform bill, which requires restaurant chains with 20 or more stores to put the calorie-content of items they serve to the menu. And the recent proposal by a county in California to ban McDonald's from including toys in its high-calorie “Happy Meals”, because law makers believe it attracts children to unhealthy food, suggests that fast-food companies will have to continue trying something new.

    The changes facing fast-food companies

⑴{#blank#}1{#/blank#} ⑵{#blank#}2{#/blank#} ⑶{#blank#}3{#/blank#} ⑷{#blank#}4{#/blank#} ⑸{#blank#}5{#/blank#} ⑹{#blank#}6{#/blank#} ⑺{#blank#}7{#/blank#} ⑻{#blank#}8{#/blank#} ⑼{#blank#}9{#/blank#} ⑽{#blank#}10{#/blank#} 

注意：每个空格只填一个单词。

    Why should mankind explore space? Why should money, time and effort be spent exploring and researching something with so few apparent benefits? Why should resources be spent on space instead of on conditions and people on Earth? These are questions that, understandably, are very often asked.

    Perhaps the best answer lies in our genetic makeup as human beings. What drove our ancestors to move from the trees into the plains, and on into all possible areas and environments? With the wide spread of a species, human beings can get high chance of survival. Perhaps the best reason for exploring space is this genetic tendency to expand wherever possible.

    Nearly every successful civilization has explored, because by doing so, any dangers in surrounding areas can be identified and prepared for. Without knowledge, we may be completely destroyed by the danger. With knowledge, we can lessen its effects.

    Exploration also allows minerals and other potential resources to be found. Even if we have no need of them right now, they will perhaps be useful later. Resources may be more than physical possessions. Knowledge or techniques have been acquired through exploration. The techniques may have medical applications which can improve the length or quality of our lives. We have already benefited from other spinoffs including improvements in earthquake prediction, in satellites for weather forecasting and in communications systems. Even nonstick pans and mirrored sunglasses are byproducts of technological developments in the space.

    While many resources are spent on what seems a small return, the exploration of space allows creative, brave and intelligent members of our species to focus on what may serve to save us. While space may hold many wonders and explanations of how the universe was formed or how it works, it also holds dangers. The danger exists, but knowledge can help human beings to survive. Without the ability to reach out across space, the chance to save ourselves might not exist.

    While Earth is the only planet known to support life, surely the adaptive ability of humans would allow us to live on other planets. It is true that the lifestyle would be different, but human life and cultures have adapted in the past and surely could in the future.

    An inferiority complex（自卑情结） as the name suggests is a complex in which an individual has strong feelings of inferiority. While we all have weak points, the person with an inferiority complex will focus on these weaknesses and use them to evaluate their overall worth. As a result, they see themselves generally less important or successful than others.

    In some cases inferiority complex can lead to overcompensation. Here the individual does everything in his power to overcome his inferiority and this can mean that they end up in highly successful jobs, gaining great wealth and succeeding in powerful relationships. However while such a person might be a high achiever, a sense of inferiority will mean that they will always be less happy than they could be and it may have other negative impacts on their life.

    Another possible outcome of an inferiority complex is that the individual ends up backing down from difficult situations and acting without any sense of worth or entitlement（权利）. Here the person's low self belief changes the way he behaves, and that in turn changes the way he is treated by others which in turn results in him actually becoming inferior in some ways.

    There are many factors that may lead to inferiority, but they tend to be the result of conditioned beliefs that come from continuous failure or criticism. Often parental attitudes can result in an inferiority complex if the child did not receive the right encouragement or unconditional love when growing up. In some cases an inferiority complex could also arise as a result of some kind of defect（缺陷） either physical or mental.

    If you are suffering from an inferiority complex, it's time that you did something about it.

    One of the very best ways to improve your self esteem is to find a loving partner. This is a great way to make you more confident as he or she will love you for who you are and always be there to support you and increase your confidence. Another is to take up a hobby. Find one thing that you are good at and then get your confidence from that. For instance, you might choose to take up a sport or woodwork, and then you can practice getting better at that and gain more confidence. Moreover, you can turn to self-help book. If you find the right books and follow the advice carefully, then it is possible to transform the way you view yourself and the way you present yourself.