Celebrity endorsements
Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers, researchers have discovered that this does not seem to be the case. British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.
In a sample of 298 students, researchers presented a magazine advertisement for a digital camera that was endorsed (為…做廣告宣傳) by a fictional student claiming the camera was “hot” and his “preferred choice”. The same advertisement was shown to other students, but with a difference: The camera was endorsed by a famous person in Germany.
While the students said that both advertisements were beneficial, the one made by the student topped the celebrity one if students aimed to impress others with their purchases (購買). More than half of the students, who admitted purchasing products that would impress others, said they were influenced by the student’s advertisement. Only 20％ said the celebrity one would affect their buying decision.
Professor Brett Martin of the University of Bath’s School of Management, explained that the findings could be used not only in Germany, but in other countries as well. “ Our research questions whether celebrities are the best ways to sell products,” said Prof Martin.“Celebrities can be effective but we found that many people were more convinced by an endorsement from a fictional fellow student. This is because many people feel a need to keep up with the Jones when they buy.”
小題1:Some companies think the celebrities endorsement          ．
A．is popular with the consumers
B．can pull all the consumers into the shops
C．can affect the consumers’ purchasing
D．is as effective as an endorsement from common people
小題2:Which of the following ads would be more effective to common consumers, according to
the experiment?
An ad featuring lovely pandas.
An ad made by David Beckham.
An ad made by fictional common people.
An ad with beautiful natural scenery.
小題3:The underlined words “the Jones” in the last paragragh refer to“     ”．
A．someone called Jones B．common people
C．the Jones family D．celebrities
小題4:We can infer from the passage that       ．
A．celebrities cheat consumers in advertisement
B．the researchers here are against celebrity endorsement
C．the student’s ads are more reliable than those made by celebrities
D．companies needn’t spend so much money on celebrity endorsement
小題5:We can probably read the article in       ．
A．a(chǎn) local newspaperB．a(chǎn) science report
C．a(chǎn)n academic journal D．a(chǎn) textbook

小題1:C
小題2:C
小題3:B
小題4:D
小題5:A

試題分析：本文講述的是在銷售行業(yè)中的名人效應(yīng)其實(shí)效果并不大，用普通人做的廣告，也許效果會(huì)更好。
小題1:C 細(xì)節(jié)題。根據(jù)文章第一句Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers,可知很多公司都認(rèn)為名人效應(yīng)可以讓人們多購買有關(guān)的產(chǎn)品。故C正確。
小題2:C 推理題。根據(jù)第一段最后一句British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.可知普通人做的廣告可能更有說服力。故C項(xiàng)正確。
小題3:B 推理題。根據(jù)This is because many people feel a need to keep up with the Jones when they buy.”可知這里的the Jones中使用“the+姓的復(fù)數(shù)形式”表示某某一家人。故B正確。
小題4:D 推斷題。推理題。根據(jù)文章第一段最后一句British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.可知普通人做的廣告可能更有說服力。那么公司沒有必要去邀請(qǐng)名人做廣告的，故D正確。
小題5:A 推理題。本文講述的是一項(xiàng)社會(huì)現(xiàn)象的調(diào)查報(bào)告的結(jié)果，不是科學(xué)研究，也不是醫(yī)學(xué)研究更不會(huì)出現(xiàn)在教科書里，最可能的是在報(bào)紙上出現(xiàn)。故A正確。
點(diǎn)評(píng)：本文講述的是在銷售行業(yè)中的名人效應(yīng)其實(shí)效果并不大，用普通人做的廣告，也許效果會(huì)更好。要求考生在閱讀理解整體語篇的基礎(chǔ)上，把握文章的真正內(nèi)涵。要吃透文章的字面意思，從字里行間捕捉有用的提示和線索，這是推理的前提和基礎(chǔ);要對(duì)文字的表面信息進(jìn)行挖掘加工，由表入里，由淺入深，從具體到抽象，從非凡到一般，通過分析、綜合、判定等，進(jìn)行深層處理，符合邏輯地推理。不能就是論事，斷章取義，以偏概全。要忠實(shí)于原文，以文章提供的事實(shí)和線索為依據(jù)。
練習(xí)冊(cè)系列答案
相關(guān)習(xí)題

科目：高中英語 來源：不詳 題型：閱讀理解

Fifty-two years ago in the USA, a little black girl named Ruby Bridges arrived at her new primary school. The school was in New Orleans, Louisiana.
As she walked toward the school’s front door, an angry crowd of people shouted at her. United States marshals walked with her. A marshal is a police officer. They were there to protect the first grader. That’s because the people didn’t want Ruby to go inside the school. But the 6-year-old walked into the school anyway. As she did, she marched into history books.
The day was Nov. 14, 1960. On that morning, little Ruby became one of the first African Americans to attend an all-white primary school in the South.
Before then, the law in many states said that black children could not attend the same schools as white children. People of different races also had to use separate public restrooms. It was called segregation. That is when people of different races are kept separate.
U.S. leaders worked to end segregation. They helped bring civil rights to all Americans. Those are the rights mean that all people should be treated equally. A few months before Ruby started school, a federal court (聯(lián)邦法庭) had just ordered an end to school segregation in New Orleans.
By the time Ruby started the second grade, there were no more angry people outside her school. There were other African American students in her class. Today, children of all races go to school together.
Bridges said she was never scared to go to school during the first grade. She wasn’t really afraid and she didn’t really know what was going on at the time.
小題1:Why was Ruby Bridges famous in the American history?
A．She served on the U.S. federal court.
B．She got along well with the U.S. marshals.
C．She helped end school segregation in New Orleans.
D．She brought all rights to the Americans with U.S. leaders.
小題2:Which of the following is about “segregation” (in Paragraph 4)?
A．White and black children couldn’t study in the same school.
B．All people should have the right to be treated equally.
C．Different races can use the same public convenience.
D．Students of all races should be able to attend school together.
小題3:What do you think of the U.S. leaders’ work to end segregation?
A．Disappointing.B．Acceptable.
C．Successful. D．Confusing.

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

Facebook means never having to say goodbye. The social media website has earned a reputation for reconnecting old friends. Last week, a guy whom I hadn’t seen since my bachelor party five years ago sent me a friend request. I accepted and waited for “Easy E” to send me a greeting of some kind. He had sought me out, after all.
I learned from his profile that he was in a relationship and had a son. However, I’m pretty sure we won’t ever write wall-to-wall, let alone e-mail each other. But he’ll remain a friend of online until one of us makes a point of removing the other from his official list.
My pool of friends consists of family members, college buddies, co-workers from past and present, and friends of friends. There are 35 in all. If I spent some time uploading old e-mail addresses, I’m confident that I could increase my friend count actually.
A person could make a mission out of reconnecting with childhood friends, former classmates, distant cousins, and those one would like to get to know better. And some people can even handle hundreds of on-screen relationships, keeping up with the daily happenings of their small army of companions. After all, there are worse fates than having too many friends.
Thanks to e-mail, the inability to schedule face-to-face meetings no longer means a friendship must come to a close. But even with e-mail, people will lose touch if one or both parties stop writing back. That’s normal. People move from school to school, job to job, city to city. You never have to feel guilty for breaking away.
Every day, the masterminds of Web 2.0 find new ways of making human communication easier. However, convenience can be a walking stick. Some things shouldn’t be simplified. When it comes to friendship, there can be no shortcuts.
小題1:According to Paragraph 1, the website is famous because       .
A．it has an interesting name of “Facebook”
B．it can send people a greeting of some kind
C．it helps people get in touch with old friends
D．it reminds people of events in the past
小題2:From the second paragraph we can learn that the writer       .
A．would write to the friend quite often
B．did get some information about the friend
C．a(chǎn)sked the friend to e-mail him
D．would keep in touch with the friend forever
小題3:Which of the following statements is NOT true?
A．The author communicates with all the 35 friends by e-mails.
B．There are 35 people in the author’s list of friends right now.
C．The list of 35 friends doesn’t include the old e-mail addresses.
D．It is not difficult for the author to increase his friend count.
小題4:What does the writer mean by saying “However, convenience can be a walking stick”？
A．The masterminds of Web 2.0 also sell walking sticks online.
B．Taking a walking stick is a new way of making friends online.
C．Convenience is dangerous for human communication.
D．Convenience is not really good for human communication.

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

Poverty today is a major global issue．Although there are all kinds of definitions used to explain it, in simple words, it means the inability of a person to even get his basic needs of food, shelter, clothing, safe drinking water, health and education．Poverty can be found in each and every comer of the world, although the causes may differ from country to country．Given below are the main causes of poverty in the world today．
Overpopulation is one of the main causes behind the threatening of poverty on an individual level as well as a social level．This is simple math: If there are more mouths to feed and less income, definitely much will remain poor．
Another theory which is used as an explanation for poverty is lack of education．If you look at any of the underdeveloped countries, you will find that the level of education there is very low．Lack of education means lack of employment opportunities, thus leading to unemployment coupled with poverty in the future．
Moving away from one's own homeland to another city or country in search of employment leads to poverty too．It may take these people a lot of time to find jobs．Meanwhile they live in bad conditions．The cost of living in the city or country is most of the time too high for them．
There may be other causes of poverty like the change in business．For example, in America, a couple of decades ago, heavy industry flourished, which employed a lot of African-American people．But now, the focus is more on information technology and health care, both of which employ only skilled and trained people．This has led to unemployment among African-Americans．
Poverty has many ill effects on society．That's why steps should be taken to get rid of it!
小題1:What's the meaning of the underlined word "flourished" in Paragraph 5?
（No more than 5 words）
小題2:Why is overpopulation a cause of poverty today? （No more thanl2 words）
小題3:What's the situation of education m underdeveloped countries? （No more than 8 words）
小題4:What does the passage mainly talk about?（No more than 10 words）
小題5:In your opinion, what's the most significant cause of poverty today? Please give your reason．（No more than 25 words）

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

For many people, the story of cottages — small vacation homes away from the city — is a deeply personal one. For some families, cottages have been the scene of reunions, vacations and family adventures for generations.
In North America, “cottaging（去鄉(xiāng)間別墅度周末）” really began during the 19th century. At that time, crowds of people were moving from family farms to cities. Naturally, these people often felt a longing for the natural beauty of the countryside. Frequently located near lakes, in the mountains of woods, cottages provided a perfect solution.
Traditionally small and rustic (鄉(xiāng)下風(fēng)格的)，many cottages were once simple log（原木） homes without bathrooms, water or electricity. While in most cases that is no longer true, people still go to cottages in large numbers to escape the city and to enjoy “cottage life.”
Despite the peaceful setting, there is always plenty to do at a cottage. If you enjoy outdoor activities, try hunting, boating or hiking. Many cottages are located near a lake, so you have opportunities to go swimming, boating or sunbathing around. Enjoy a picnic with your family, or build a campfire to roast hot dogs. On rainy days, curl up(蜷曲) on a comfortable chair inside and read, or enjoy board games （棋類游戲） with your friends and relatives. Want to get out and explore? Take a tour of the lake in a motorboat, or visit one of the many small villages located nearby.
Many families rent cottages instead of owning them, but for those who do, there’s always work to be done. Wood must be chopped for the stove. Leaves need to be gathered and gardens taken care of. Since many cottages are old buildings, there’s usually something that needs to be fixed or painted.
The story of cottages is one of families, traditions and memories. Are you ready to try cottaging with your family?
小題1:The underlined word “l(fā)onging” in Paragraph 2 probably means “_________ ”.
A．horrorB．needC．disappointmentD．excitement
小題2:What do we know about a cottage?
A．It is far from lakes.
B．It is not popular now.
C．It was probably built of wood.
D．It was built in a short time.
小題3:Which of the following does NOT belong to the activities mentioned in the text?
A．Sunbathing and swimming.
B．Hunting, hiking and boating,
C．Having a picnic and roasting hot dogs.
D．Playing football and watching games on TV.
小題4:Which of the following words can best describe the author’s attitude towards“cottaging”?
A．Critical.B．Doubtful.C．Positive.D．Bored.

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

閱讀下面短文并回答問題，然后將答案寫到答題卡相應(yīng)的位置上（請(qǐng)注意問題后的詞數(shù)要求）。
[1]A program in the United States brings scientists and engineers into elementary schools to teach teachers more about how to teach science.
[2]Dave Weiss is a retired engineer. One day each week he volunteers at Georgian Forest Elementary School in Silver Spring, Maryland, near Washington. He, who is so enthusiastic and so much fun with the kids, works with teacher Fred Tenyke on science projects for ten years.
[3]Student Jada Lockwood says she enjoys Mr. Weiss' visits to her classroom. She likes the drawings he uses to explain scientific ideas.
[4]The American Association for the Advancement of Science sponsors the Senior Scientists and Engineers program. Dave Weiss has been a volunteer in that program for many years. The scientists and engineers help teachers in elementary schools improve their skills.
[5]Mr. Weiss says he and the other volunteers help teachers by providing hands-on knowledge. He notes that science is an area in which many elementary school teachers have         _________experience. In elementary school, for the most part, a regular classroom teacher is responsible for teaching science, along with reading and math, and if they don't have a strong science background, just by nature, they're going to tend to underrepresent science in the curriculum.
[6]American fifteen-year-olds scored about average in science among countries that took part in testing by the OECD in 2009. The OECD is the Organization for Economic Cooperation and Development.
[7]Dave Weiss says he is concerned about such results, but hopeful for the future for American students learning science. Fred Tenkye thinks volunteers like Dave Weiss are helping students do that. "And if you can develop a passion for science, then eventually the grades and the test scores, then that will follow and increase, too." he said.
小題1:How does Dave Weiss feel when he stays with students？(no more than 10 words)
________________________________________________________________________
小題2:What do the students think of Dave Weiss’s teaching？(no more than 6 words)
________________________________________________________________________
小題3:Fill in the blank in Paragraph 5 with proper words. (1 word)
________________________________________________________________________
小題4:What should the students do when they are learning science? (no more than 10 words)
________________________________________________________________________
小題5:What’s the main idea of this passage? (no more than 10 words)
_______________________________________________________________________

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

Young people and older people do not always agree. They sometimes have different ideas about living, working and playing. But in one special program in New York State, adults and teenagers live together in a friendly way.
　　Each summer 200 teenagers and 50 adults live together for eight weeks as members of a special work group. Everyone works several hours each day. They do so not just to keep busy but to find meaning and fun in work. Some teenagers work in the forests or on the farms near the village. Some learn to make things like tables and chairs and to build houses. The adults teach them these skills.
　　There are several free hours each day. Weekends are free, too. During the free hours some of the teenagers learn photo-taking or drawing. Others sit around and talk or sing. Each teenager chooses his own way to pass his free time.
　　When people live together, they should have rules. In this program the teenagers and the adults make the rules together. If someone breaks a rule, the problem goes before the whole group. They talk about it and ask, “Why did it happen? What should we do about it?”
　　One of the teenagers has said something about it, “You have to stop thinking only about yourself. You learn how to think about the group.”
小題1:In one special program in New York State, young and older people_______.
A．don’t work well together
B．a(chǎn)re friendly to each other
C．teach each other new ways of building houses
D．spend eight weeks together, working as farmers
小題2:All the members work some time every day mainly to________.
A．lead a busy life
B．learn new skills of farming
C．get used to the life on the farms
D．find useful things and pleasure in work
小題3:Living together, ________.
A．the teenagers don’t have to obey the rules
B．the members have to obey the rules the adults make
C．the members have no free time but on weekends
D．the members should not break the rules they make together
小題4:The best title for the passage is________.
A．The Rules of Living Together
B．Life in New York State
C．Teenagers and Adults Together
D．Free Hours in the Special Work Group

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

The practice of magic includes special words, actions, and objects. Most magic involves a person called a magician, who claims to have supernatural powers. Magic words.
To work most magic, the magician sings or speaks special words in a certain order. These words are called incantations or spells. Some spells form prayers to demons(魔鬼), spirits, or other supernatural forces. Many societies believe the magic will not work unless the magician recites the spells perfectly. Other magic words have no meaning, though they supposedly possess power when spoken by a magician. Magic actions accompany the words spoken in performing much magic. Many of these movements act out the desired effect of the magic. For example, a magician trying to make rain fall may sprinkle(灑) water on the ground. The magician's combined words and actions form a ceremony. Magic objects include certain plants, stones, and other things with supposed supernatural powers. Any such object may be called a fetish(物神). But this term often refers to an object—for example, a carving or a dried snake—honored by a tribe for its magic powers. Many tribes believe fetishes have magic power because spirits live in these objects. Many people carry magic objects called amulets(護(hù)身符)to protect themselves from harm. Many amulets are stones or rings engraved(雕刻) with magic symbols.
The magician, in some societies, nearly everyone knows how to work some magic. In other societies, only experts practice magic. Magicians may be called medicine men, medicine women, shamans, sorcerers, or witch doctors. In many societies, magicians must inherit(遺傳) their powers. In others, any person may become a magician by studying the magical arts.
Many societies believe magicians must observe certain rules and taboos (forbidden actions) for their spells to work. For example, they may be required not to eat various foods or to avoid sexual activity for a certain period before the ceremony.
小題1:What do magic words mean to people in some society?
A．They have the power to kill devils.
B．They have power if magician recites the right spells.
C．They have no effect at all.
D．They can be used whenever they want.
小題2:Why do many people believe in a fetish?
A．Because it is often a ring which is worth a lot of money.
B．Because it is carved with magic symbols.
C．Because people think spirits live in it.
D．Because it can help them with many things.
小題3:What's the best title of the passage?
A．How Magicians make Magic WorkB．The Power of Magic
C．How to Practice Magic D．The Choice of Magicians

查看答案和解析>>

科目：高中英語 來源：不詳 題型：閱讀理解

TEENSGIVING in SPRING 2010
Frequently Asked Questions
What is TEENSGIVING?
TEENSGIVING is an exciting yearly event where hundreds of New York City teens gather together yearly for a remarkable day of community service. This year, TEENSGIVING in SRING 2010 participants will once again better New York City and influence thousands of lives!
When is TEENSGIVING in SPRING2010?
SUNDAY, APRIL 25, 2010
Where is TEENSGIVING?
All over New York City. Everyone will meet at the 92nd Street Y (92nd and Lexington) at 9:00 AM for the event kick-off. Then, all TEENSGIVING volunteers will spread across the city to work with our partnering agencies where they will make a HUGE difference and have fun!
Who participates in TEENSGIVING?
Hundreds of teenagers from around the city. Teens come from the 92nd Street Y, various city schools, youth groups, and organizations in the area. In addition, many adult volunteers (aged 21 and older) will contribute their time to TEENSGIVING in SPRING 2010.
What projects do participants do at the agencies?
Sample projects include painting park benches, planting gardens, visiting and playing with the poor children, assembling(組裝) model planes for children in hospitals, assisting at animal shelters（收容所）, working at soup kitchens, delivering meals and celebrating with families at homeless shelters.
Do I get anything for participating in TEENSGIVING?
Yes! Everybody benefits! Teen volunteers will receive *6 hours* of community service credit, good towards honor society, high school graduation and college application requirements. Adult volunteers will be “thanked” with a light breakfast, a gift certificate(證明，證書) for their troubles, and the satisfaction of helping our city’s youth contribute to their community. In addition, all teen and adult volunteers will receive a cool TEENSGIVING in SPRING 2010 T-shirt.
This sounds amazing! How do I record my name for TEENSGIVING in SPRING2010? Interested teens and/or adults should e-mail the TEENSGIVING Coordinator Josh Hyman at jhyman@92Y.org (subjet: TEENSGIVING ) to receive more information and to register for this fantastic event!
**Teens can also contact their school’s Community Service Advisor**
TEENSGIVING is sponsored by the 92nd Street Y.
小題1: TEENSGIVING is an event which is held ______.
A．fromtimetotimeB．onceeveryyear
C．everytwoyearsD．twiceayear
小題2:Teenagers may do all the following in the event EXCEPT ____.
A．wateringflowersB．cooking
C．cleaningstreetsD．takingcareofanimals
小題3:An adult volunteer may get _ for his time devoted 
to TEENSGIVING  in SPRING 2010.
A．communityservicecreditandaT-shirt
B．a(chǎn)highschoolcertificateandalightbreakfast
C．a(chǎn)T-shirtandagiftcertificate
D．a(chǎn)giftcertificateandcommunityservicecredit
小題4:The writer’s purpose in writing this passage is to _______.
A．informreadersofsomefrequentlyaskedquestions
B．introduceTEENSGIVINGinSPRING2010toreaders
C．encouragereaderstoaskmorequestionsaboutTEENSGIVING
D．callonreaderstoparticipateinTEENSGIVINGinSPRING2010

查看答案和解析>>

同步練習(xí)冊(cè)答案