voice of the
advertisers. It shouts at us from the television screen and the radio loudspeakers; waves to us from
every page of the newspaper; signals to us from the roadside bill-boards all day and flashes
messages to us in colored lights all night.
Advertising has been among England's biggest growth industries since the war. Perhaps the
reason is that advertising saves the manufacturers from having to think about the customer.
At the stage of designing and developing a product, there is quite enough to think about without
worrying over whether anybody will want to buy it. The designer is busy enough without adding
customer-appeal to all his other problems of man-hours and machine tolerance and stress factors. So
they just go ahead and make the thing and leave it to the advertiser to find clever ways of making it
appeal to purchasers after they have finished it, by pretending that it confers(赋予) status, or attracts love, or signifies manliness.
Other manufacturers find advertising saves them from changing their product. And manufacturers
hate change. The ideal product is one that goes on unchanged forever. If, therefore, for one reason or
another, some alteration seems called for-how much better to change the image, the packet or the
pitch made by the product, rather than go to all the inconvenience of changing the product itself.
11. Which of the following can best describe the author's attitude toward modem advertising?
A. Indifferent B. Shocked C. Disappearing D. Approving
12. According to the author, which is NOT the designer's chief concern when he designs a product?
A. Stress factors B. Man-hours.
C. Machine tolerance D. Customer-appeal.
13. It is stated in the passage that those responsible for giving a product customer-appeal are ____.
A. customers B. designers C. advertisers D. manufacturers
14. According to the author, when some change in a product is necessary, a manufacturer will choose to ____.
A. lower the production cost B. hire a better designer C. improve its quality D. alter its image
15. The best title for the passage might be ____. A. Advertising since the War B. Advertising and Manufacturers
C. Advertising-England's Biggest Industry D. Advertising and Purchasers
Passage 4
All that we really need to plot out the future of our universe are a few good measurements. This
does not mean that we can sit down today and outline the future course of the universe with anything
like certainty. There are still too many things we don't know about the way the universe is put
together. But we do know exactly what information we need to fill in our knowledge, and we have a
pretty good idea of how to go about getting it. Perhaps the best way to think of our present situation
is to imagine a train coming into a switchyard( 调车场). All of the switches(转辙器）are set before the
train arrives, so that its path is completely determined. Some switches we can see. others we cannot.
There is no ambiguity if we can see the setting of a switch; we can say with confidence that some
possible futures will not materialize and others will. At the unseen switches, however, there is no
such certainty. We know the train will take one of the tracks leading out, but we have no idea which
one. The unseen switches are the true decision points in the future, and what happens when we
arrive at them determines the entire subsequent course of events.
When we think about the future of the universe, we can see our \billions of years into
the future, but after that there are decision points to be dealt with and possible fates to consider. The
goal of science is to reduce the ambiguity at the decision points and find the true road that will be followed.
16. According to the passage, it is difficult to be certain about the dist universe because we ____.
A. have too many conflicting theories
B. do not have enough funding to continue our research C. are not sure how the universe is put together
D. have focused our investigations on the moon and planets
17. What does the author see as the function of the universe's unseen \A. They tell us which one of the tracks the universe will use. B. They enable us to alter the course of the universe. C. They give us information about the lunar surface.
D. They determine which course the universe will take in the future. 18. In the second paragraph, the word \of the following?
A. Band B. Rails C. Path D. Sequence
19. For whom is the author probably writing this passage? A. Train engineers. B. General audiences. C. Professors of statistics. D. Young children.
20. Which of the following statements best describes the organization of the passage?
A. A statement illustrated by an analogy (类比). B. A hypothesis supported by documentation (引用文献). C. A comparison of two contrasting theories. D. A critical analysis of a common assumption.
PartⅡ Vocabulary and Structure(20﹪，25minutes)
Directions: There are 40 incomplete sentences in this part. For each sentence there are four
choices marked A, B, C and D. Choose the ONE answer that best completes the sentence. Then
mark the corresponding letter on the Answer Sheet with a single line through the center.
21. A great many cancers can be cured but only if ____before they have begun spread or
\A. properly treat B. properly treating C. being properly treated D. properly treated