70. Which of the following is true?

A. Image advertising consists of photography, famous people and dramatic situation.

B. Cartoon characters can improve awareness of social problems.

C. The ads based on literature words proves more successful.

D. Many ads can bear the test of time.

E

Remember when a trip to the supermarket was nothing more than a boring thing requiring little or no specialized knowledge? You could send your kids into a cart while you did shopping. You always bought the same brands, usually the brands your mother bought. You didn’t know about unit pricing, and furthermore, you didn’t care. It never occurred to you to read the labels on anything. After all, you’d bought these things a hundred times.

But now, I really look on those days with a feeling of yearn (怀旧). How innocent we were! How carefree were those trips to the supermarket. No worries. Today a trip to the supermarket is filled with social influence. Every time I buy pork chops I think about the years I’m shaving from my life. I keep a careful eye on the freshness date and examine the tamper - proof packaging. I am victim of that most dangerous social disease: shoppers’panic.

I didn’t realize how serious my condition had become until the last time I needed laundry soap. It seemed simple enough. Just run into the market, grab a box of the old reliable and pay for it. I hadn’t planned on discovering Recover, a new brand of laundry soap. It sat quietly on the shelf right next to my old reliable. “Healthy, gentle but effective. ” My respect for it deepened with each new claim as I read the entire package. Then I looked at the price: $5. 69 for2 pound. $5. 69!

I cast a quick glance at the old reliable, still on sale for $ 1. 39.

Six bucks for laundry soap! These people must be crazy! Who’s going to pay six bucks for laundry soap? It’s not as though I can’t afford it. See, it’s concentrated—use less, get more. BUT SIX BUCKS! And the box is made from recycled materials. . . . This act went on for a solid half hour, after which I left the shelf without any soap at all.

Surely the meat department is most threatening place. Remember what protein was good for you? That’s all over. Every bite you take kills you. I won’t even mention meat’s moral influence.

When all is said and done, we still must eat. I gather up my healthy -cooking oil and my recycled paper towels and head to the checkout counter.

69. The author says “Perhaps the most successful image advertising of all time , however, is the “Marlboro campaign” probably because of_____.

A. the dramatic situation

B. the clear photo

C. the appealing image

D. the good quality cigarettes

68. In the author’s opinion, classic ads intend to _________

A. raise the customer’s energy and encourage them to take exercise

B. start a campaign to focus on western images and forerunners

C. include spokespersons, famous stars and lovely cartoons

D. attract customers and meanwhile send selling ideas.

67. According to the passage, which people seem to age slower than the others?

A. Farmers. 　　　　　　　　　　　　　　　　　　　　　　　　　 B. Lawyers.

C. Government workers. 　　　　　　　　　　　　　　　　 D. Shop assistants.

D

There are few ads that have stood the test of time. Certain ads are simple and outstanding; they are classics. Good ads work on two levels: they engage the mind of the consumer and at the same time deliver a selling message.

Spokespeople and celebrities have been an important part of many classic ads. Michael Jordan, the premier spokesperson of the 1990s, delivered believable commercials for Diet Coke, Wheaties, and Nike, to name but a few . His animated Coke ads, with a variety of cartoon characters, shown during the 1992 and 1993 Super Bowls produced awareness scores five times higher than the normal.

Drama is often an important aspect of successful advertising. One of the most dramatic advertisements ever produced was a commercial for the launch of the Apple Macintosh computer that took on Apple's　 most serious competitor, IBM. The stark images of the classic George Orwell novel 1984 came alive in this commercial, which only ran once, on the 1984. Super Bowl before l00 million viewers. Not only was this ad a fascinating drama, it also demonstrated the power of a timely media buy.

Significant images are another important part of advertising. Nike, with its “Just do it” campaign has provided the intended audience—young athletic men and women, or athletic “wannabes” —with rewarding praise for the physically fit and constant inspiration ‘for the unfit to release their lethargy. These images of men and women committed to “no pain—no, gain. " both inspire and challenge. This imagery is heightened through excellent photography, the use of celebrities, and dramatic situations. It is a type of advertising called, rather literally, image advertising. Perhaps the most successful image advertising of all time, however, is the Marlboro campaign, which has been running since 1955. With great single-mindedness the campaign has focused on western imagery with cowboys, horses, and farms. The cowboy myth is a strong and exciting image. This campaign has been successful both as communication and as a marketing effort. It has helped to make Marlboro the best — selling cigarette in the world.

66. "Matsuzawa thinks that _____.

A. our brains shrink as we grow older

B. the front section of the brain does not shrink

C. sixty-year-old people have better brains than thirty-year-olds

D. the contraction of brains is connected with brain exercise

65. On what are their research findings based?

A. A survey of farmers in northern Japan.

B. Tests performed on a thousand old people.

C. The study of brain volumes of different people.

D. The latest development of computer technology.

64. The team of doctors wanted to find out _______.

A. why certain people age sooner than others

B. how to make people live much longer

C. the size of certain people’s brains

D. the people with more intelligent

63. The experiments made by the scientist was based on _______.

A. special methods　　 　　　　　　　　　　　　　　　　　 B. scientific theories

C. personal interests　　 　　　　　　　　　　　　　　　　 D. systematic observations

C

If you want to stay young, sit down and have a good think. This is the research finding of a team of Japanese doctors who say that most of our brains are not getting enough exercise—and as a result, we are not aging unnecessarily soon.

Professor Taiju Matsuzawa wanted to find out why otherwise healthy farmers in northern Japan appeared to be losing their ability to think and reason at a relatively, early age, and how the process of aging could be slowed down.

With a team of colleagues at Tokyo National University, he set about measuring brain volumes(容量)of a thousand people of different ages and jobs.

Computer technology enabled the researchers to get right measurements of the volume of the front and side sections of the brain, which relate to intellect and emotion, and determine the human character. Contraction (收缩) of the front and side parts as cells died off was observed in some subjects in their thirties, but it was still not clear in some sixty and seventy-year-olds.

Matsuzawa concluded from his tests ‘that there is a simple remedy(补救)to the contraction normally associated with age—using the head.

The findings show in general terms that contraction of the brain begins sooner in people in the country than in the towns. Those least at risk, says Matsuzawa, are lawyers, followed by university professors and doctors. White collar workers doing routine work in government offices are, however, as likely to have shrinking(萎缩) brains as farm workers, bus drivers and shop assistants.

Matsuzawa’s findings show that thinking can prevent the brain from shrinking. Blood must circulate properly in the head to supply the fresh oxygen the brain cells need. “The best way to keep good blood circulation is through using the brain,” he says, “Think hard and engage in conversation. Don’t rely on pocket calculators. ”

62. The underlined word "good" probably means________.

A. co-operating 　　 　　　 B. efficient 　　　　　　　　 C. hardworking 　　 　　　 D. responsible

61. It is observed that slightly larger ants perform more of the ________.

A. construction tasks

B. defensive work

C. household tasks

D. dangerous work