Text 4
One of the most authoritative speaking to us today is, of course, the voice of the advertisers. Its strident clamor dominates our lives. It shouts at us from the television screen and the radio loudspeakers; waves to us from every page of the newspaper; plucks at our sleeves on the escalator; signals to us from the roadside billboards ’all day and flashes messages to us in coloured lights all night. It has forced on us a whole new conception of the successful man as a man no less than 20% of whose mail consists of announcements of giant carpet sales.
Advertising. has been among England’s biggest growth industries since the war, in terms of the ratio of money earnings to demonstrable achievement. Why all this fantastic expenditure
Perhaps the answer is that advertising saves the manufacturers from having to think about the customer. At the stage of designing and developing a product, there is quite enough to think about without worrying over whether anybody will want to buy it. The designer is busy enough without adding customer appeal to all his other problems of man-hours and machine tolerances and stress factors. So they just go a head and make the thing and leave it to the advertiser to find eleven ways of making it appeal to purchasers after they have finished it, by pretending that it confers status, or attracts love, or signifies manliness. If the advertising agency can do this authoritatively enough, the manufacturer is in clover.
Other manufacturers find advertising saves them changing their product. And manufacturers have change. The ideal product is one which goes on unchanged for ever. If, therefore, for one reason or another, some alteration seems called for --how much better to change the image, the packet or the pitch made by the product, rather than go to all the inconvenience of changing the product itself.
The advertising man has to combine the qualities of the three most authoritative professions: Church, Bar, and Medicine. The great skill required of our priests, most highly developed in missionaries but present, indeed mandatory, in all, is the skill of getting people to believe in and contribute money to something which can never be logically proved. At the Bar, an essential ability is that of presenting the most persuasive case you can to a jury of ordinary people, with emotional appeals masquerading as logical exposition; a case you do not necessarily have to believe in yourself, just one you have studiously avoided discovering to be false. As for Medicine, any doctor will confirm that a large part of his job is not clinical treatment but faith healing. His apparently scientific approach enables his patients to believe that he knows exactly what is wrong with them and exactly what they need to put them right, just as advertising does--" Run down You need..." "No one will dance with you A dab- win make you popular."
Advertising men use statistics rather like a drank uses a lamp - post--for support rather than illumination. They will dress anyone up in a white coat to appear like an unimpeachable authority or, failing that, they will even be happy with the announcement, "As used by 90% of the actors who play doctors on television." Their engaging quality is that they enjoy having their latest roses uncovered almost as much as anyone else.

Advertisers are appreciated by manufacturers because they（）

A:advise them on ways of giving a product customer - appeal B:accept responsibility for giving a product customer - appeal C:advise them on the best time to go ahead with production D:consult them during the design and development stages

—What did the children do in school
—Their teacher ______ a short talk about their holiday.

A:made them all to given B:is getting them all giving C:made them all giving D:got them all to give

Passage Four
Much of a parent’s job is to provide the gifts of caring, love, and emotional support to children. But one gift is often beyond their reach: the resources to meet the financial demands of college tuition.
For more than 54 years, the United Negro College Fund has fulfilled the dreams of deserving students by closing the gap between the cost of college and what their parents can afford. More than 300,000 students have graduated from United Negro College Fund member colleges since 1944, and 54,000 more axe currently enrolled (入学).
The oldest and most successful minority higher education support organization, the United Negro College Fund is a combination of 39 private, historically black member colleges and universities. Since its founding, it has raised more than $1.3 billion to keep the dream alive for needy families across the country.
What is it that makes the United Negro College Fund so important to America’s families As well as raising funds and giving technical support to member colleges and universities, it creates hope and opportunity by providing financial assistance to deserving students. Consider the contributions of just a few of the distinguished graduates who have realized the benefits: civil rights activist Dr. Martin Luther King, Jr.; opera diva Leontyne Price; Olympic track star Edwin Moses; and filmmaker Spike Lee.

How does the United Negro College Fund make students' dreams become tree（）

A:By giving them part-time jobs. B:By opening an account for them. C:By providing them with a sum of money. D:By recommending a member college to them.

Psychologists take opposing views of how external rewards, from warm praise to cold cash, affect motivation and creativity. Behaviorists, who study the relation between actions and their consequences, argue that rewards can improve performance at work and school. Cognitive(认识派的) researchers, who study various aspects of mental life, maintain that rewards often destroy creativity by encouraging dependence on approval and gifts from others.
The latter view has gained many supporters, especially among educators. But the careful use of small monetary(金钱的) rewards speaks creativity in grade-school children, suggesting that properly presented inducements(刺激) indeed aid inventiveness, according to a study in the June Journal of personality and Social psychology.
"If kids know they’re working for a reward and can focus on a relatively challenging task, they show the most creativity," says Robert Eisenberger of the University of Delaware in Newark. "But it’s easy to kill creativity by giving rewards for poor performance or creating too much anticipation for rewards."
A teacher who continually draws attention to rewards or who hands out high grades for ordinary achievement ends up with uninspired students, Eisenberger holds. As an example of the latter point, he notes growing efforts at major universities to tighten grading standards and restore failing grades.
In earlier grades, the use of so-called token economies, in which students handle challenging problems and receive performance-based points toward valued rewards, shows promise in raising effort and creativity, the Delaware psychologist claims.

Which of the following can best raise students' creativity according to Robert （）Eisenberger

A:Assigning them tasks they have not dealt with before. B:Assigning them tasks which require inventiveness. C:Giving them rewards they really deserve. D:Giving them rewards they anticipat

Passage One
Much of a parent’s job is to provide the gifts of caring, love, and emotional support to children. But one gift is often beyond their reach: the resources to meet the financial demands of college tuition.
For more than 54 years, the United Negro College Fund has fulfilled the dreams of deserving students by closing the gap between the cost of college and what their parents can afford. More than 300,000 students have graduated from United Negro College Fund member colleges since 1944, and 54,000 more are currently enrolled.
The oldest and most successful minority higher education support organization, the United Negro College Fund, is a combination of 39 private, historically black member colleges and universities. Since its founding, it has raised more than $1.3 billion to keep the dream alive for needy families across the country.
What is it that makes the United Negro College Fund so important to America’s families As well as raising funds and giving technical support to member colleges and universities, it creates hope and opportunity by providing financial assistance to deserving students. Consider the contributions of just a few of the distinguished graduates who have realized the benefits: civil rights activist Dr. Martin Luther King; Olympic track star Edwin Moses; and filmmaker Spike Lee.

How does the United Negro College Fund make students' dream become true（）

A:By giving them part-time jobs. B:By opening an account for them. C:By providing them with a sum of money. D:By recommending a member college to them.

—What did the children do in school—Their teacher ______ a short talk about their holiday.

A:made them all to given B:is getting them all giving C:made them all giving D:got them all to give

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Which of the following can best raise students’ creativity according to Robert Eisenberger?

A:Assigning them tasks they have not dealt with before. B:Assigning them tasks which require inventiveness. C:Giving them rewards they really deserve. D:Giving them rewards they anticipate.