问题 阅读理解

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(完成的,实现的)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 ‘agony’ 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.

答案

小题1:C

小题2:A

小题3:A

小题4:C

小题5:C

文章以因果、对比的手法写出有没有广告的后果及广告的真正作用。文章首先指出广告商遭批评的原因:广告商夸大和人们认为广告浪费钱财、商品价格就搞;然后作者以有无广告的后果突出其功能,没有广告,商品价更高,生活单调、乏味。有了广告,商品价低,生活丰富多彩,人们获取各种信息。

答案详解

小题1:广告对社会的服务很有用。作者从三方面来叙述广告作用:第二段点出如果广告不为产品开辟广大的市场,我们就得付出很多钱,正是因为大量的广告费用,消费者的商品才会那么便宜。广告除销售商品外,其重要的功能在通知/告诉信息,有关家用商品的许多只是来自广告,还有新产品的介绍。

第三段讲了美化环境功能。如果火车站的墙上和报上没有广告,那会怎么样。一幅悦人心目,机智的广告将改变一切。

第四段讲了它为我们省钱:别忘了广告对我们口袋作出积极的贡献。报纸、电台、电视台公司没有这笔收入很难生存。我们的报纸,我们付给很少,或者说,我们能享受那么多的节目完全是因为广告商花的钱。如果要我们付报纸的全价,那我们要花多少钱!

最后一段讲了各种专栏的功能。人们可以在这些栏目找工作、买卖房子、宣布婚丧嫁娶信息。这些都围着一个中心:广告对社会服务的有用性。

A. 广告。太笼统。B. 广告之优点。文章不是讲优点,而是讲服务于社会的功能。D. 广告费用。

小题2:欣赏/赞赏。从上述注释也可推知是A项。最重要的,作者提出种种功能,是为了反驳第一段内提到的论点:完全是非生产企业每年吸收几百万镑,这说明这些大公司利润有多高。最重要的是消费者付的广告费等。反驳更说明了A项对。

B. 值得信任。 C. 批评。 D. 不满意。

小题3:因为广告商常常爱吹,。见难句译注1.。

B. 因为批评者认为广告浪费钱。 C. 因为广告促使消费者购买不必要的东西。 D. 因为消费者支付更多。

小题4:优质产品不需要广告。一切产品都需要广告,新产品、老产品都需要。

A. 广告对我们的口袋作出贡献。 B. 我们可以买到我们所需的。 D. 广告使我们生活丰富多彩。这三条都提到也是真实的。

小题5:文章一开始就提到对广告的批评,然后作者以对比的手法说明其功能。A. 叙事。B. 描写。 D. 议论

实验题

某医院病理室为确诊某一患者的肿瘤是良性还是恶性,切取了一小块肿瘤组织进行培养。请回答有关问题:

(1)从新陈代谢的角度看,癌细胞能迅速生长增殖是由于____________。其细胞内合成蛋白质所需赖氨酸的主要来源有_____________。

(2)某科研单位研制了一种新药X,为了验证该药物对肿瘤有较好的疗效,他们设计了一个实验研究方案,请你帮助完成该方案的设计。

实验步骤:

第1步:将肿瘤细胞的悬浮液分成等细胞数的A、B两组;

第2步:如果A组中加入的是3H标记的胸腺嘧啶脱氧核苷酸,则在B组中应该加入________;

第3步:________;

第4步:将A、B两组的培养液去掉,分别检测两组细胞的放射性强度。

预期结果并作出解释:________。

(3)如果确定该肿瘤为恶性,其分子水平上的原因是,细胞内的_______被激活,细胞发生了转化。与良性细胞相比较,恶性细胞表面的____等物质减少,导致其容易在人体内分散和转移,这就是癌细胞的浸润性和扩散性。

(4)如果确定该肿瘤为良性,将其处理成为单个细胞后,经过______的过程,可得到大量的肿瘤细胞,为制备单克隆抗体提供细胞材料。

(5)目前,人体杂交瘤细胞的获得和培养研究已经取得了明显的进展,有关研究人员把具有抗原免疫的人脾细胞与骨髓瘤细胞成功地进行了融合,开创了用人体细胞制备单克隆抗体的新时代。试问:

①.在这样的细胞融合中,实验装置中可有哪些细胞的存在?_____。

②.在具有抗原免疫的人脾细胞与骨髓瘤细胞发生融合时,首先是细胞膜的融合,然后还有细胞核的融合。经过细胞融合获得的杂交瘤细胞,由于继承了两种细胞的遗传基因,因此可表现出的性状是_____。

③.研究人员之所以继续进行人体杂交瘤细胞的研究,是因为已经研制成功的鼠源性或兔源性单克隆抗体与常规抗体相比,虽然特异性强、灵敏度高,但用于人体的免疫治疗,还存在着一些需要解决的问题,这主要是指______。

问答题 简答题