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阅读理解专题卷28
In the 1880s, people drank John Pemberton’s tonic to cure headaches. It wasn’t a very popular drink, and he sold only about a dozen drinks a day. That’s why Pemberton was willing to sell the rights to his medicinal drink. The buyer, Asa Griggs Candler, paid just $ 2,300 for the rights to Coca-Cola. Today, Coca-Cola (or Coke) is worth billions of dollars. It controls 50 percent of the world market in soft drinks.
How did Coca-Cola become so popular? One answer is that Asa Candler was a very clever businessman. He was one of the first people to use mass marketing. How did he do this? First, he made his product unique. When he bought the rights to Coca-Cola, it came in ordinary bottles. It looked like every other drink on the market. To make Coca-Cola look different, Candler modernized the bottles. He also made an eye-catching logo for his products. When other companies tried to imitate Coca-Cola’s name, Candler took them to court.
In addition to the unique bottle and logo, Candler spent a lot of time and money advertising his product. He used advertising to make a powerful image of Coca-Cola in the minds of his customers. He gave away free bottles of Coke. He put the name of his drink on pencils, trays, Japanese fans, matches, and many other things. Then he gave the things to people for free. He advertised Coca-Cola in the newspaper and painted the words “Drink Coca-Cola” on the sides of buildings and barns. By 1902, Coca-Cola was the best known product in the United States.
Candler was also able to make memorable advertisements. They often had catchy slogans such as “The Pause That Refreshes.” He also used famous athletes to advertise his product. They helped people to think of Coca-Cola as a delicious drink for everyone.
Today, businesses all over the world use mass marketing, but the makers of Coke were the first.
1．Candler bought the rights to Coca-Cola from _______.
A. the inventor of a medicinal drink B. a well-known businessman
C. a doctor D. a carpenter
2． The underlined sentence in paragraph 2 implies that __________.
A. he invited people from other companies to attend a court ball
B. he shared Coca-Cola’s name with other companies after they went back from the court
C. he played basketball with people from other companies on the basketball court
D. he took legal action to those who wanted to copy Coca-Cola’s name
3． Candler used slogans to advertise his product. Slogans are _______.
A. popular music B. free products C. memorable phrases D. simple things
4． By using mass marketing, Asa tried many ways EXCEPT _______.
A. making Coca-Cola look different
B. paying $ 2,300 for the rights to Coca-Cola
C. advertising Coca-Cola a powerful image in the minds of the customers
D. using famous athletes to advertise his product
5．The passage is mainly to _______.
A. explain that it is easy to use mass marketing
B. advice people to spend a lot of money and time on mass marketing
C. tell how Asa changes Coca-Cola into a worldwide business by using mass marketing
D. describe different ways of using mass marketing
Chinese and Nigerian media should pay more attention to their own growing roles and strive to present a reliable image of China to African audiences and vice versa(反之亦然). Agreement on this important step in ongoing cooperation between the two sides was reached by media representatives attending a media forum on September 19 in Abuja, Nigeria.
The agreement comes in the wake of increasing attention being paid by the international community on Africa's deepening relationship with China. "This presents an important opportunity for media in China, Nigeria and other African countries. We should seize the moment to expand cooperation between Chinese and Nigeria media, increase our say, and contribute to cooperation between China, Nigeria and Africa as a whole," said Li Wufeng, Vice Minister of the State Council Information Office at the China-Nigeria Media meeting.
The media meeting was jointly held by the State Council Information Office, the Chinese Embassy in Nigeria, and the Federal Ministry of Education, Nigeria. It formed part of the "Experience China" program, which aims to increase cultural exchanges and mutual understanding between China and other parts of the world.
In the past, due to poor communication facilities, China and African countries could only learn about each other through third parties, in particular Western media, which may have given rise to and perpetuated misunderstandings.
"China is still not a constant feature or subject on the front page and prime time in the news media in Nigeria unless there are disasters and alleged human rights abuses to be reported," said Martins Oloja, Editor of The Guardian.
Major Western media continue to promote a Cold War mentality and view Sino-African ties through the lens of geopolitics, framing everything as competition between East and West, Chinese and Nigerian media professionals said at the forum. Some Western media outlets accuse China of ignoring mutually beneficial solutions or sustainable development of African people, while robbing the continent of its natural resources.
"Nigerians cannot expect Aljazeera or BBC to report on Africa, and indeed Nigeria and China relations, the way we want," said Oloja.
Mutually objective coverage will generate more cooperation and better understanding between China and Nigeria, said Li Xiaohua, a representative from China. , a leading multi-language website in China.
6．What is the purpose of this media forum on September 19 in Abuja?
A. More international community should pay attention to Africa’s deepening relationship with China.
B. People should seize the moment to expand cooperation between China and African countries.
C. Chinese and Nigerian media should pay more attention to their own growing roles and strive to present a reliable image to each other.
D. Let more Chinese people know about the culture of Africa.
7．What’s the meaning of the underlined word in paragraph 4?
A. defeated B. continued C. disappeared D. decreased
8．Which of the following is right?
A. The State Council Information Office and "Experience China" program attended this China-Nigeria Media meeting.
B. In the past, China and African countries could learn about each other very well.
C. Chinese people and Chinese events has been well reported through African media.
D. Nowadays, some African media still cannot give the true stories of China.
9．What is the attitude of the major western media towards the Sino-African relationship?
A. They think highly of it.
B. They report it as it is.
C. They view it through the angle of geopolitics.
D. They view it as a competition between two countries.
10．What is the best title for this passage?
A. Having a bigger say
B. A Media Forum between China and Nigeria
C. Helping the African Media
D. Improving our report in Africa
Charlie Boswell has always been a great hero. He has inspired thousands of people to rise above circumstances and live out true meaning of life.
He was blinded during World War II while rescuing his friend from a tank that was under fire. He was a great athlete before the accident. In order to prove his talent and determination, he decided to try a brand new sport, a sport he never imagined playing, even with his eyesight – golf! Through determination and a deep love for the game he became the National Blind Golf Champion! He won that honor 13 times.
One of his heroes was the great golfer Ben Hogan, so it truly was an honor for Charlie to win the Ben Hogan Award in 1958.
Upon meeting Ben Hogan, Charlie was respectful and stated that he had one wish and it was to have one round of golf with the great Ben Hogan. Mr. Hogan agreed that playing a round together would be an honor for him as well, as he had heard about all of Charlie’s accomplishments and truly admired his skills.
“Would you like to play for money, Mr. Hogan?” asked out Charlie.
“I can’t play you for money, it wouldn’t be fair!” said Mr. Hogan.
“Aw, come on Mr. Hogan…$ 1,000 per hole!”
“I can’t, what would people think of me, taking advantage of you and your circumstance?” replied the sighted golfer.
“Chicken, Mr. Hogan?”
“Okay,” replied the embarrassed Hogan, “but I am going to play my best!”
“I wouldn’t expect anything else,” said the confident Boswell.
“Now that you’re on. Mr. Boswell, you name the time and the place!”
The very self – assured Boswell responded, “10 o’clock … tonight!”
11．Why didn’t Mr. Hogan want to play Charlie for money?
A．He was worried he would lose the match.
B．He thought it was unfair for Charlie.
C．He didn’t care about money.
D．He preferred chicken to money.
12．According to the text, what does the underlined word “self - assured” probably mean?
A．ignorant B．selfless C．confident D．sincere
13．It can be inferred from the text that .
A．Mr. Hogan was not good at playing golf
B．Charlie did well in other sports before playing golf
C．Mr. Hogan didn’t try his best to play
D．Charlie Boswell was born blind
14．What would be the result of the match?
A．Charlie won. B．Hogan won.
C．Neither of them won. D．Not mentioned.
15．Which of the following can best describe Charlie?
A．Competitive and generous B．Energetic and reliable
C．Careful and considerate D．Confident and smart
Vitamin E supplements(补充品)，which millions take in the hope of longer, healthier lives, may do more harm than good, researchers reported on Wednesday.
In fact, people taking high doses(剂量)of vitamin E may in some cases be more likely to die earlier, although the reasons are not clear, said Dr. Edgar Miller of Johns Hopkins University in Baltimore, who led the study.“I think people take vitamin E because they think it is going to make you live longer, but this(study)doesn’t support that.”Miller told reporters.
Miller and colleagues reanalyzed 19 studies of vitamin E and health between 1993 and 2004. The tests involved more than 136,000 mostly elderly patients in North America, Europe and China. People who took 200 international units of vitamin E a day or more died at a higher rate during the study, which lasted three years, than people who did not take supplements, they told a meeting of the American Heart Association.“It’s about a 5 percent increased risk at 45 years in the tests combined together，”Miller said.“That doesn’t sound like a lot but if you apply it to 25 percent of the (U.S.)adult population taking vitamin E, that is significant.”
Miller, whose findings are also being published online by the Annals of Internal Medicine, said twothirds of people who take vitamin E supplements take 400 IU or more.“We don’t think that people need to take vitamin E supplements, which they can get enough from the diet,”he said. Nuts, oils, whole grains and green leafy vegetables are all rich in vitamin E.
16． People take vitamin E supplements, hoping that________.
A.they can lose weight easily
B.they may live a longer and healthier life
C.they can get more and more beautiful
D.they no longer need any medicine
17． The following statements can give us information about Miller EXCEPT_________.
A.Miller and his team based their research on 19 cases of vitamin E and health between 1993 and 2004
B.Miller thinks it unnecessary for people to take vitamin E supplements
C.Miller supposes it impossible for people to get enough vitamin E from their diets
D.Miller played an important role in the tests conducted by the researchers
18． Which of the following contains rich vitamin E?
A.Nuts.
B.Whole grains.
C.Green leafy vegetables.
D.All of the above.
19． What is this text mainly about?
A.It is reported in a study that vitamin E may do more harm than good to people to live longer and get healthier.
B.Dr.Edgar Miller and his colleagues studied many cases of vitamin E and health.
C.Dr.Edgar Miller advises that people should not depend on vitamin E supplements for longer and healthier lives.
D.People who took 200 international units of vitamin E a day or more died at a higher rate than people who did not take supplements.
An idea that started in Seattle's public library has spread throughout America and beyond. The concept is simple: help to build a sense of community in a city by getting everyone to read the same book at the same time.
In addition to encouraging reading as a pursuit (追求) to be enjoyed by all, the program allows strangers to communicate by discussing the book on the bus, as well as promoting reading as an experience to be shared in families and schools. The idea came from Seattle librarian Nancy Pearl who launched (发起）the "If All of Seattle Read the Same Book " project in 1998. Her original program used author visits, study guides and book discussion groups to bring people together with a book, but the idea has since expanded to many other American cities, and even to Hongkong.
In Chicago, the mayor(市长）appeared on television to announce the choice of To Kill a Mockingbird as the first book in the "One Book, One Chicago" program. As a result, reading clubs and neighbourhood groups sprang up around the city. Across the US, stories emerged of parents and children reading to each other at night and strangers chatting away on the bus about plot and character.
The only problem arose in New York , where local readers could not decide on one book to represent the huge and diverse population. This may show that the idea works best in medium-sized cities or large towns, where a greater sense of unity(全都）can be achieved .Or it may show that New Yorkers rather missed the point ,putting all their energy
And passion into the choice of the book rather than discussion about a book itself.
Ultimately, as Nancy points out, the level of success is not measured by how many people read a book, but by how many people are enriched by the process, or have enjoyed speaking to someone with whom they would not otherwise have shared a word.
20．What is the purpose of the project launched by Nancy?
A. To invite authors to guide readers.
B. To encourage people to read and share.
C. To involve people in community service.
D. To promote the friendship between cities.
21．Why was it difficult for New Yorkers to carry out the project?
A. They had little interest in reading.
B. They were too busy to read a book.
C. They came from many different backgrounds
D.T hey lacked support from the local government
22．According to the passage, where would the project be more easily carried out?
A. In large communities with little sense of unity
B. In large cities where libraries are far from home
C. In medium-sized cities with a diverse population
D .In large towns where agreement can be quickly reached
23． The underlined words “shared a word” in Paragraph 5 probably mean
A. exchanged ideas with each
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