D
Wrting artieles about films for The Front Page was my first proper job. Before then I had done bits of reviewing --- novels for other newspapers, films for a magazine and anything I was asked to do for the radio．That was how I met Tom Seaton, the first arts editor of The Front Page, who had also written for television．He hired me, but Tom was not primarily a journalist, or he would certainly have been more careful in choosing his staff．
At first, his idea was that a team of critics should take care of the art forms that didn’t require specialized knowledge: books, TV, theatre, film and radio．There would be a weekly lunch at which we would make our choices from the artistic material that Tom had decided we should cover, though there would also be guests to make the atmosphere sociable．
It all felt like a bit of dream at that time: a new newspaper and I was one of the team．It seemed so unlikely that a paper could be introduced into a crowded market．It seemed just as likely that a millionaire wanted to help me personally, and was pretending to employ me．Such was my lack of self-confidence．
Tom’s original scheme for a team of critics for the arts never took off．It was a good idea, but we didn’t get together as planned and so everything was done by phone．It turned out, too, that the general public out there preferred to associate a reviewer with a single subject area, and so I chose film．Without Tom’s initial push, though, we would hardly have come up with the present arrangement, by which I write an extended weekly piece, usually on one film．
The space I am given allows me to broaden my argument --- or forces me, in an uninteresting week, to make something out of nothing．But what is my role in the public arena? I assume that people choose what films to go to on the basis of the stars, the publicity or the director．So if a film review isn’t really a consumer guide, what is it? I certainly don’t feel I have a responsibility to be ‘right’ about a movie．Nor do I think there should be a certain number of ‘great’ and ‘bad’ films each year．All I have to do is put forward an argument．I’m not a judge, and nor would I want to be．
67．What do we learn about Tom Seaton from the first paragraph?
A．He encouraged Mark to become a writer．
B．He had worked in various areas of the media．
C．He met Mark when working for television．
D．He prefers to employ people that he knows．
68．The weekly lunches were planned in order to       .
A．help the writers get to know each other
B．provide an informal information session
C．distribute the work that had to be done
D．entertain important visitors from the arts
69．What does the author mean when he says that Tom’s plan ‘never took off’ in Paragraph 4?
A．It was unpopular.    
B．It wasted too much time.
C．It wasn’t planned properly.
D．It wasn’t put into practice.
70．Which of the following best describes what Mark says about his work?
A．His success varies from year to year．
B．He prefers to write about films he likes．
C．He can freely express his opinion．
D．He writes according to accepted rules．

BEIJING—Apple Inc. is one step closer to beginning sales of iPad2 tablet computers with cellular  network compatibility （兼容） for the first time in the Chinese mainland, where the consumer-electronics giant is in the midst of an aggressive expansion．
According to China’s Telecommunication Equipment Certification Center, a device by Apple with third-generation high-speed wireless data capabilities was issued the network access license needed for the company to begin official sales in China．The device, listed under model number “A1396”, is compatible with the 3G standard WCDMA, and would work with the cellular network operated by Apple’s local iPhone partner, China Unicom （Hong Kong） Ltd．
China Unicom declined  to comment．
Apple already offers the 3G iPad2 in Hong Kong through its partners, but currently only offers Wi-Fi versions of the device in the Chinese mainland．Still, consumers in China, which according to research firm IDC surpassed  the US as the world’s largest PC market in the second quarter, have been purchasing 3G tablets through unofficial channels．
Separately, Apple spokeswoman Carolyn Wu said Sept 6 that the company’s first Hong Kong store, set to open this quarter, will be located in the city’s central shopping and business district in the International Finance Center’s upscale （高檔的） IFC mall, a commercial center and sightseeing spot along the city’s waterfront．Wu also said that Apple is planning a new store in Shanghai later this quarter, which will be its biggest store in China．She declined to give more details or to comment on the 3G iPad2．
Apple currently has four full-service Apple stores in the mainland, which receive the most traffic of any Apple stores in the world．The company otherwise relies on resellers to get its products into the market．
The new stores reflect Apple’s confidence in rising demand for its products such as smart phones and tablet computers．Sales in the Chinese mainland, Hong Kong and Taiwan helped boost （增長） the company’s third-quarter results, newly appointed Chief Executive Tim Cook said in July．China revenue （收益） surged （激增） six-fold to about $3．8 billion during the three months ended June 25．
“This has been a substantial （重大） opportunity for Apple and I firmly believe that we’re just scratching the surface right now,” Cook said at the time, referring to strong sales in China．“I see an incredible opportunity for Apple there．”
From China Daily 2011-09-08
【小題1】According to the news, which of the following statements is true?

A．six times

B．one-six

C．60 percent

D．2times

The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people’s desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are worthless and a waste of consumers’ money.
Sometimes advertising is intentionally misleading. A few years ago a brand of
bread was offered to dieters (節(jié)食者) with the message that there were fewer calories in every slice. It turned out that the bread was not dietetic (適合于節(jié)食的), but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf.
　　On the positive side, emotional appeals may respond to a consumer’s real concerns. Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. But fear of loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising.
　　Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it? Advertising is intended to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision.
56. Advertising can persuade the consumer to buy worthless products by _________.
　 A. stressing their high quality
　 B. convincing him of their low price
　 C. maintaining a balance between quality and price
　 D. appealing to his buying motives
57. The reason why the bread advertisement is misleading is that ________.
　 A. thin slices of bread could contain more calories
　 B. the loaf was cut into regular slices
　 C. the bread was not genuine bread
　 D. the total number of calories in the loaf remained the same
58. The passage tells us that _______.
　 A. sometimes advertisements really sell what the consumer needs
　 B. advertisements occasionally force consumers into buying things they don’t need
　 C. the buying motives of consumers are controlled by advertisements
　 D. fire insurance is seldom a worthwhile investment
59. It can be inferred from the passage that a smart consumer should ________.
　 A. think carefully about the benefits described in the advertisements
　 B. guard against the deceiving nature of advertisements
　 C. be familiar with various advertising strategies
　 D. avoid buying products that have strong emotional appeal
60. The passage is mainly about ________.
　 A. how to make a wise buying decision
　 B. ways to protect the interests of the consumer
　 C. the positive and negative aspects of advertising
　 D. the function of advertisements in promoting sales

Passage three(Advertisers Perform a Useful Service to the Community)

Advertisers tend to think big and perhaps this is why they’re always coming in for criticism. Their critics seem to resent them because they have a flair for self-promotion and because they have so much money to throw around. ‘It’s iniquitous,’ they say, ‘that this entirely unproductive industry (if we can call it that) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don’t they stop advertising and reduce the price of their goods? After all, it’s the consumer who pays…’

The poor old consumer! He’d have to pay a great deal more if advertising didn’t create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods derives largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, etc., from an advertisement.

Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall or reading railway byelaws while waiting for a train? Would you like to read only closely printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of calamities.

We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price!

Another thing we mustn’t forget is the ‘small ads.’ which are in virtually every newspaper and magazine.  What a tremendously useful service they perform for the community! Just about anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the ‘hatch, match and dispatch’ column but by far the most fascinating section is the personal or ‘a(chǎn)gony’ column. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is!

1.What is main idea of this passage?

A.  Advertisement.  

B.  The benefits of advertisement.

C.  Advertisers perform a useful service to communities.

D.  The costs of advertisement.

2.The attitude of the author toward advertisers is

A.  Appreciative.     B.  Trustworthy.   C.  Critical.    D.  dissatisfactory.

3.Why do the critics criticize advertisers?

A.  Because advertisers often brag.

B.  Because critics think advertisement is a “waste of money”.

C.  Because customers are encouraged to buy more than necessary.

D.  Because customers pay more.

4.Which of the following is Not True?

A.  Advertisement makes contribution to our pockets and we may know everything.

B.  We can buy what we want.

C.  Good quality products don’t need to be advertised.

D.  Advertisement makes our life colorful.

5.The passage is

A.  Narration.     B.  Description.       C.  Criticism.         D.  Argumentation.

Laws that would have ensured pupils from five to 16 received a full financial education got lost in the ‘wash up’. An application is calling on the next government to bring it back.
　At school the children are taught to add up and subtract(減法) but, extraordinarily, are not routinely shown how to open a bank account — let alone how to manage their finances in an increasingly complex and demanding world.
　Today the parenting website Mumsnet and the consumer campaigner Martin Lewis have joined forces to launch an online application to make financial education a compulsory element of the school curriculum in England. Children from five to 16 should be taught about everything from pocket money to pensions, they say. And that was exactly the plan preserved in the Children, Schools and Families bill that was shelved by the government in the so-called “wash-up” earlier this month — the rush to legislation before parliament was dismissed. Consumer and parent groups believe financial education has always been one of the most frustrating omissions of the curriculum.
　As the Personal Finance Education Group (Pfeg) points out, the good habits of young children do not last long. Over 75% of seven- to 11-year-olds are savers but by the time they get to 17, over half of them are in debt to family and friends. By this age, 26% see a credit card or overdraft(透支) as a way of extending their spending power. Pfeg predicts that these young people will “find it much harder to avoid the serious unexpected dangers that have befallen many of their parents' generation unless they receive good quality financial education while at school.”
　The UK has been in the worst financial recession(衰退)for generations. It does seem odd that — unless parents step in — young people are left in the dark until they are cruelly introduced to the world of debt when they turn up at university. In a recent poll of over 8,000 people, 97% supported financial education in schools, while 3% said it was a job for parents.
【小題1】The passage is mainly about _____________.