Commercial advertisement was once thought of as a technique of the marketers to inform the potential buyers about the availability of certain products. It was seen more as a medium to inform the buyers rather than persuade them to buy. The present day marketers see advertisement as a medium to damage the image of their competitors and their products. This indeed, is an undesirable and an immoral practice. Instead of speaking about their own products, these marketers speak about the drawbacks (often without any basics) of the competing products.
People watching TV advertisements would notice that there has always been an advertisement war between the marketers of different consumer goods. A few such cases are given below.
1.Parachute Coconut Oil vs. V.V.D. Gold
Sometime back, the producer of V.V.D Gold Coconut Oil claimed in their TV advertisement that only their products were superior and the one sold in blue colour bottles (the reference was to Parachute coconut oil) was suitable only for un-natural hair.
2.Tata Salt vs. Captain Cook
Tata salt was first iodised (碘处理) salt marketed by an Indian Company. It has been enjoying a good and steady market. Captain Cook, another producer of iodised salt, who entered the market later, had to adopt some strategy to get control of the market. The TV advertisement of Captain Cook stressed on ‘Free flow’ of their salt when transferred to a container. The producer of Tata Salt retaliated (报复) by saying that the claim of Captain Cook was a trick and those who were quality conscious should deal with it with caution.
3.Pepsi vs. Coca Cola
Coca Cola was selected as the official soft drink for the Wills World Cricket 1996. When the cricket series was on, the marketers of Pepsi constantly advertised on TV. Their advertisement gave the idea that the cricketers preferred only Pepsi and as a matter of fact there was nothing official about it.
4.Horlicks vs. Complan
Sometime back, the TV advertisement of Complan, a health drink directly attacked Horlicks, which has been in the market for several decades. The claim of Complan was that their brand (which according to them was Brand C) has a higher percentage of ingredients compared to Brand H (reference was nothing but to Horlicks).
The above examples clearly show how the technique of advertisement is misused by some marketers to ruin the image of their competitors. This, certainly, is not a healthy trend.
Any marketer should only speak about his products and not about his competitors’ products. The awareness of consumers has certainly increased over the years and they are no longer easily taken in. There are many consumer products like salt, oil, shaving blades etc. But one thing for sure is that offering the same product in a different container will not make the product different.
Mass media like Radio, Television and newspaper should not allow advertisements that tell lies. Legal regulations, in this regard, should also be made stricter.
| Comparison of the past and the present | ||
| In the past | A technique mainly used for offering_________ | |
| At present | A trick used as a means of unfair _______ | |
| Unhealthy trend of the _______ of advertisement | ||
| _______ | Products | Wrong _______ |
| V.V.D. Gold | No product of the kind could _______it. | |
| Captain Cook | Captain Cook stressed on their “free flow” when their product was put into a container. | |
| Tata Salt | Tata salt warned consumers to be_______. | |
| Pepsi | Too much advertisement on TV seemed to say that Pepsi was the cricketers’ _______. | |
| Complan | Complan claimed that their product was much _______in ingredients. | |
| Solutions | ●Only products of their own are allowed to be ________ in the advertisement. ●Stricter laws should be made to protect every producer’s and consumer’s benefits. | |
高三英语任务型阅读中等难度题
Commercial advertisement was once thought of as a technique of the marketers to inform the potential buyers about the availability of certain products. It was seen more as a medium to inform the buyers rather than persuade them to buy. The present day marketers see advertisement as a medium to damage the image of their competitors and their products. This indeed, is an undesirable and an immoral practice. Instead of speaking about their own products, these marketers speak about the drawbacks (often without any basics) of the competing products.
People watching TV advertisements would notice that there has always been an advertisement war between the marketers of different consumer goods. A few such cases are given below.
1.Parachute Coconut Oil vs. V.V.D. Gold
Sometime back, the producer of V.V.D Gold Coconut Oil claimed in their TV advertisement that only their products were superior and the one sold in blue colour bottles (the reference was to Parachute coconut oil) was suitable only for un-natural hair.
2.Tata Salt vs. Captain Cook
Tata salt was first iodised (碘处理) salt marketed by an Indian Company. It has been enjoying a good and steady market. Captain Cook, another producer of iodised salt, who entered the market later, had to adopt some strategy to get control of the market. The TV advertisement of Captain Cook stressed on ‘Free flow’ of their salt when transferred to a container. The producer of Tata Salt retaliated (报复) by saying that the claim of Captain Cook was a trick and those who were quality conscious should deal with it with caution.
3.Pepsi vs. Coca Cola
Coca Cola was selected as the official soft drink for the Wills World Cricket 1996. When the cricket series was on, the marketers of Pepsi constantly advertised on TV. Their advertisement gave the idea that the cricketers preferred only Pepsi and as a matter of fact there was nothing official about it.
4.Horlicks vs. Complan
Sometime back, the TV advertisement of Complan, a health drink directly attacked Horlicks, which has been in the market for several decades. The claim of Complan was that their brand (which according to them was Brand C) has a higher percentage of ingredients compared to Brand H (reference was nothing but to Horlicks).
The above examples clearly show how the technique of advertisement is misused by some marketers to ruin the image of their competitors. This, certainly, is not a healthy trend.
Any marketer should only speak about his products and not about his competitors’ products. The awareness of consumers has certainly increased over the years and they are no longer easily taken in. There are many consumer products like salt, oil, shaving blades etc. But one thing for sure is that offering the same product in a different container will not make the product different.
Mass media like Radio, Television and newspaper should not allow advertisements that tell lies. Legal regulations, in this regard, should also be made stricter.
| Comparison of the past and the present | ||
| In the past | A technique mainly used for offering_________ | |
| At present | A trick used as a means of unfair _______ | |
| Unhealthy trend of the _______ of advertisement | ||
| _______ | Products | Wrong _______ |
| V.V.D. Gold | No product of the kind could _______it. | |
| Captain Cook | Captain Cook stressed on their “free flow” when their product was put into a container. | |
| Tata Salt | Tata salt warned consumers to be_______. | |
| Pepsi | Too much advertisement on TV seemed to say that Pepsi was the cricketers’ _______. | |
| Complan | Complan claimed that their product was much _______in ingredients. | |
| Solutions | ●Only products of their own are allowed to be ________ in the advertisement. ●Stricter laws should be made to protect every producer’s and consumer’s benefits. | |
高三英语任务型阅读中等难度题查看答案及解析
Atlanta, as well as many other big cities, ________once again becoming one of the commercial and cultural centers of the USA right now.
A．is B．are C．has been D．have been
高三英语单项填空简单题查看答案及解析
Atlanta, as well as many other big cities, ________once again becoming one of the commercial and cultural centers of the USA right now.
A．is B．are C．has been D．have been
高三英语单项填空中等难度题查看答案及解析
基础训练篇（15）
As well as reaching the right audience with the right technique, advertisers must also place their ads in the right medium. Obviously, cost will play __(1)______ big part in this decision. Television adverts are expensive to make __(2)_____to show. You have to be a big corporation with a big budget to afford television ads. Advertisements in newspapers, on the other hand, are __(3)______cheaper.
As well as worrying about the expense, advertisers must also consider _____(4)_ media are most appropriate for their product and which their target audience is most likely to see or hear. __(5)_______most cars have radios, ads broadcast via radio can reach a lot of drivers very __(6)______(easy). For this reason, ______(7)_would be appropriate to use radio to advertise goods and services relating to cars. _(8)______, it would be no use __(9)_ _____(advertise) products on radio if the ad relies on visual effects. Television adverts are great for generating emotional responses to a product, but magazines and newspapers can have __(10)_ ____details.
高三英语完型填空简单题查看答案及解析
Like toolmaking,teaching was once thought to be an exclusive capacity of the human mind.It is not actually.
“Teaching”requires this:one individual must take time from their own task to demonstrate and instruct with effort and the student must learn a new skill.That’s a tall order.
When a young chimpanzee watches a skilled adult and then imitates ,that’s learning.But the adult has not taken time specifically to instruct,so it is not teaching.In the honeybees’ amazing dance,the dancer takes time to indicate information about a source of food,but observers learn no new skill.They do take time to show,but they do not pass on new skills to learners.
Dolphins teach.Atlantic spotted dolphin mothers sometimes free a caught fish in the presence of their youngsters and let their youngsters chase it,catching it again if it’s getting away.Dolphin youngsters also position themselves alongside mothers who are scanning sandy bottoms for hidden fish,and the mother spends extra time demonstrating.
Other teachers include:housecats who bring back live prey and let their young learn to catch it,and meerkats(猫鼬) who first bring to their growing young dead scorpions(蝎子), then disabled ones,to demonstrate how to remove the poisonous part on their tails.
Like toolmaking and teaching,imitation is also considered to reflect high intelligence.In South Africa lived a baby dolphin named Dolly.One day while she was just six months old,Dolly was watching a trainer standing at the window smoking a cigarette,blowing puffs of smoke.Dolly swam to her mother,got a mouthful of milk,then returned to the window and released a cloud of milk that surrounded her head.The trainer was“absolutely astonished”.Somehow Dolly came up with the idea of using milk to represent smoke.Using one thing to represent something else isn’t just imitation.It is art.
1.What does the underlined phrase“a tall order”probably mean in paragraph 2?
A. A clear instruction.
B. A high risk.
C. A difficult requirement.
D. useful purpose.
2.What do we know about honeybees’dance?
A. Presenting. B. Learning.
C. Imitating. D. Teaching.
3.What can we infer about animals that can teach?
A. Bees show their dance to younger generations.
B. Housecats teach in a way similar to dolphins.
C. Young dolphins must learn how to free a fish.
D. Meerkats have poisonous parts on the tails.
4.Why does the author use Dolly’s example?
A. To prove smoking can affect other animals.
B. To explain dolphins are capable of making art.
C. To show animals can be surprisingly intelligent.
D. To stress milk is to dolphins what smoking is to men.
高三英语阅读理解困难题查看答案及解析
Like toolmaking,teaching was once thought to be an exclusive（独有的）capacity of the human mind.It is not actually.
“Teaching”requires this:one individual must take time from their own task to demonstrate and instruct with effort and the student must learn a new skill.That’s a tall order.
When a young chimpanzee watches a skilled adult and then imitates（模仿）,that’s learning.But the adult has not taken time specifically to instruct,so it is not teaching.In the honeybees’ amazing dance,the dancer takes time to indicate information about a source of food,but observers learn no new skill.They do take time to show,but they do not pass on new skills to learners.
Dolphins teach.Atlantic spotted dolphin mothers sometimes free a caught fish in the presence of their youngsters and let their youngsters chase it,catching it again if it’s getting away.Dolphin youngsters also position themselves alongside mothers who are scanning sandy bottoms for hidden fish,and the mother spends extra time demonstrating.
Other teachers include:housecats who bring back live prey and let their young learn to catch it,and meerkats（猫鼬）who first bring to their growing young dead scorpions（蝎子）,then disabled ones,to demonstrate how to remove the poisonous part on their tails.
Like toolmaking and teaching,imitation is also considered to reflect high intelligence.In South Africa lived a baby dolphin named Dolly.One day while she was just six months old,Dolly was watching a trainer standing at the window smoking a cigarette,blowing puffs of smoke.Dolly swam to her mother,got a mouthful of milk,then returned to the window and released a cloud of milk that surrounded her head.The trainer was“absolutely astonished”.Somehow Dolly came up with the idea of using milk to represent smoke.Using one thing to represent something else isn’t just imitation.It is art.
1.What does the underlined phrase“a tall order”probably mean in paragraph 2?
A. A clear instruction. B. A high risk.
C. A difficult requirement. D. A useful purpose.
2.What do we know about honeybees’ dance?
A. Presenting. B. Learning.
C. Imitating. D. Teaching.
3.What can we infer about animals that can teach?
A. Bees show their dance to younger generations.
B. Housecats teach in a way similar to dolphins.
C. Young dolphins must learn how to free a fish.
D. Meerkats have poisonous parts on the tails.
4.Why does the author use Dolly’s example?
A. To prove smoking can affect other animals.
B. To explain dolphins are capable of making art.
C. To show animals can be surprisingly intelligent.
D. To stress milk is to dolphins what smoking is to men.
高三英语阅读理解困难题查看答案及解析
We now think of chocolate as sweet, but once it was bitter. We think of it as a candy, but once it was a medicine. Today, chocolate can be a hot drink, a frozen dessert, or just a snack. Sometimes it is an ingredient in the main course of a meal. Mexicans make a hot chocolate sauce called mole and pour it over chicken. The Mexicans also eat chocolate with spices like chili peppers.
Chocolate is a product of the tropical cacao tree. The beans taste so bitter that even the monkeys say “Ugh!” and run away. Workers must first dry and then roast the beans. This removes the bitter taste.
The word “chocolate” comes from a Mayan word. The Mayas were an ancient people who once lived in Mexico. They valued the cacao tree. Some used the beans for money, while others crushed them to make a drink.
When the Spaniards came to Mexico in the sixteenth century, they started drinking cacao too. Because the drink was strong and bitter, they thought it was a medicine. No one had the idea of adding sugar. The Spaniards took some beans back to Europe and opened cafes. Wealthy people drank cacao and said it was good for the digestion.
In the 1800s, the owner of a chocolate factory in England discovered that sugar removed the bitter taste of cacao. It quickly became a cheap and popular drink. Soon afterwards, a factory made the first solid block of sweetened chocolate. Later on, another factory mixed milk and chocolate together. People liked the taste of milk chocolate even better.
Besides the chocolate candy bar, one of the most popular American snacks is the chocolate chip cookie. Favorite desserts are chocolate cream pie and of course an ice cream sundae with hot fudge sauce.
1. It was ______that discovered sugar could remove the bitter taste of cacao.
A. the workers in the chocolate factory B. the Spaniards
C. the people in England D. the owner of a chocolate factory.
2. According to the passage which of the following statements is TRUE?
A. Nobody had the idea of adding sugar until the sixteenth century.
B. The word “chocolate” comes from a Mexican word.
C. The beans taste so bitter that even the monkeys like them.
D. Workers must dry and roast the beans to remove the bitter taste.
3. It can be inferred from the passage that___________.
A. chocolate can be a hot drink, a frozen dessert, or a candy bar
B. Mexicans like chocolate very much C. chocolate is a product of the cacao tree
D. people liked the taste of chocolate mixed with milk
4. Which is the right time order of the events regarding chocolate?
a. Chocolate became a cheap and popular drink in England.
b. A factory made the first solid block of sweetened chocolate.
c. The Spaniards started drinking cacao.
d. It was found that sugar removed the bitter taste of cacao.
e. A factory mixed milk and chocolate together.
A. a-b-c-d-e B. c-d-e-b-a C. c-d-a-b-e D. c-d-b-e-a
高三英语阅读理解中等难度题查看答案及解析
We now think of chocolate as sweet, but once it was bitter. We think of it as a candy, but once it was a medicine. Today, chocolate can be a hot drink, a frozen dessert, or just a snack. Sometimes it's an ingredient (配料) in the main course of a meal. Mexicans make a hot chocolate sauce called mole and pour it over chicken. The Mexicans also eat chocolate with spices (香料) like chili peppers.
Chocolate is a product of the tropical cacao tree. The beans taste so bitter that even the monkeys say "Ugh!" and run away. Workers must first dry and then roast the beans. This removes the bitter taste.
The word "chocolate" comes from a Mayan word. The Mayas were an ancient people who once lived in Mexico. They valued the cacao tree. Some used the beans for money, while others crushed them to make a drink.
When the Spaniards came to Mexico in the sixteenth century, they started drinking cacao too. Because the drink was strong and bitter, they thought it was a medicine. No one had the idea of adding sugar. The Spaniards took some beans back to Europe and opened cafes. Wealthy people drank cacao and said it was good for the digestion.
In the 1800s, the owner of a chocolate factory in England discovered that sugar removed the bitter taste of cacao. It quickly became a cheap and popular drink. Soon afterwards, a factory made the first solid block of sweetened chocolate. Later on, another factory mixed milk and chocolate together. People liked the taste of milk chocolate even better.
Besides the chocolate candy bar, one of the most popular American snacks is the chocolate chip cookie. Favorite desserts are chocolate cream pie and, of course, an ice cream sundae with hot fudge sauce.
1.The main topic of the passage is _________.
A. the different tastes of chocolate
B. the origin of the word “chocolate”
C. the medical effects of chocolate
D. the production and development of chocolate
2.The Spaniards think that cacao was a medicine because_____
A. it was strong and bitter.
B. it was good for digestion.
C. it cured man's diseases.
D. it was a kind of drink for good health.
3.Which is the right time order of the events regarding chocolate?_______
a. Chocolate became a cheap and popular drink in England.
b. A factory made the first solid block of sweetened chocolate.
c. The Spaniards started drinking cacao.
d. It was found that sugar removed the bitter taste of cacao.
e. A factory mixed milk and chocolate together.
A. a-b-c-d-e B. c-d-e-b-a C. c-d-a-b-e D. c-d-b-e-a
4.It can be inferred from the passage that _____.
A. Mexicans like chocolate very much
B. chocolate can be a hot drink, a frozen dessert, or a candy bar
C. chocolate is a product of the cacao tree
D. people liked the taste of chocolate mixed with milk
高三英语阅读理解中等难度题查看答案及解析
I have always thought of myself as a doer. In work, I certainly was and continue to be. As a mom, I’m mostly a doer. However, my_______for breast cancer made me_________I hadn’t been a doer in the way I wanted to be—but that was about to_________.
Since I became a_________and reported many plane crashes, I’ve been _______of flying. My family had _______been to another continent together. Now that the chemo(化疗) _______, as a gift to myself, my kids and my mom, I took them all to London to _______life before beginning radiation every weekday for six weeks.
This time I made a_______not to think too much about it. Looking in the mirror without hair, you do your best to __________your day as though it were a day __________you discovered your lump(肿瘤). Then everything seems doable. __________I just booked the trip. In London, every day I __________a different adventure, from which my family and I learned much and __________ourselves.
I had wanted to take a__________like this for years, but life and work had gotten in the way. Now, __________life and work, we had finally done__________. I have thoroughly enjoyed family learning ____________living, but nothing is better than knowing that my kids feel __________for the trip. One day, perhaps they’ll realize that sometimes, the best__________come(s) after surviving your greatest fears.
1.A. concern B. reason C. treatment D. anxiety
2.A. realize B .imagine C. ignore D. doubt
3.A. continue B. change C. happen D. arise
4.A. pilot B. doctor C. tourist D .journalist
5.A. tired B. fond C. proud D. afraid
6.A. frequently B. never C. already D. just
7.A. failed B. delayed C. ended D. approached
8.A. save B. create C. improve D. celebrate
9.A. decision B. wish C. judgment D. conclusion
10.A. get rid of B. get through C. look back on D. look for
11.A. before B. after C. until D. when
12.A. But B. Otherwise C. So D. Even
13.A. expected B. planned C. described D. experienced
14.A. taught B. enjoyed C. introduced D. trained
15.A. trip B. rest C. risk D. lesson
16.A. in terms of B. owing to C. in addition to D. regardless of
17.A. it B. them C. everything D. something
18.A. for B .with C. by D. beyond
19.A. eager B. grateful C. ready D. sorry
20.A. work B. love C. adventures D. chances
高三英语完形填空中等难度题查看答案及解析
She thought I was praising her son, _____ as a matter of fact, I was scolding him for his bad behavior at school.
| A．while | B．therefore | C．which | D．so that |
高三英语单项填空中等难度题查看答案及解析