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以下阐述符合国际收支弹性论的基本假设的是( )。
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在国际收支平衡表中反应一国国际收支综合状况衡量国际收支对该国储备压力的是
常常差额
资本差额
基本差额
综合差额
下列国际收支调节理论中对国际收支定义比较全面的是
弹性论
吸收论
货币论
乘数论
国际收支调整的弹性论吸收论和货币论对货币贬值影响国际收支的效果均有论述阐明各派观点并作简要评论
阐述国际收支的弹性分析法
我国国际收支调节的目标是
国际收支盈余
国际收支基本平衡
国际收支赤字
国际收支绝对平衡
试比较弹性论吸收论和货币论关于本币贬值对国际收支调节效用的观点
国际收支调整的重要基础理论是
调整论
货币论
弹性论
平衡论
在国际收支平衡表中反映一国国际收支综合状况衡量国际收支对该国储备压力的是
经常差额
资本差额
基本差额
综合差额
国际收支的弹性论
简述弹性论分析的汇率贬值对国际收支的影响
在国际收支平衡表中反映一国国际收支综合状况衡量国际收支对该国储备压力的是______
经常差额
资本差额
基本差额
综合差额
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Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5＄300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.1
LASTmonthAmerica’sNationalLawJournaltolditsreadersthat"employmentlawyersarewarninglovestruckco-workerstotakeprecautionsintheofficebeforelockinglipsoutside".TheadvicecametoolateforHarryStonecipher.ThebossofBoeingwasforcedtoresignlastweekend—forreasonsthatwillstrikemanyoutsidersasabsurd—afterhisboardweretoldofanaffairthatthe68-year-oldmarriedmanhadbeenconductingwithafemaleemployee"whodidnotreportdirectlytohim". Inevitablyastheweekrolledondetailsoftheaffairrolledout.TheotherpartywasreportedtobeDebraPeabodywhoisunmarriedandhasworkedforBoeingfor25years.ThecoupleweresaidtohavefirstgottogetheratBoeing’sannualretreatatPalmDesertCaliforniainJanuary.Afterthatmuchoftheaffairmusthavebeenconductedfromadistance:Mr.Stonecipher’sofficeisatBoeing’sheadquartersinChicago;MsPeabodyrunsthefirm’sgovernment-relationsofficeinWashingtonDC.Theyexchangede-mailsitseemsasofficeloverstendtodothesedaysandthereinprobablylayMrStonecipher’sdownfall. LewisPlattBoeing’schairmansaidthatMrStonecipherbrokeacompanyrulethatsays:"Employeeswillnotengageinconductoractivitythatmayraisequestionsastothecompany’shonestyimpartialityreputationorotherwisecauseembarrassmenttothecompany."Havinganaffairwithafellowemployeeisnotofitselfagainstcompanyrules;causingembarrassmenttoBoeingis.Itseemsthattheboardjudgedthatthecontentsofthelovers’e-mailswouldhavebeenbadforBoeinghadtheybeenmadepublic.GonearethedayswhenaboardconsideredsuchmattersnoneofitsbusinessasCitibank’sdidin1991whenitsbossJohnReedbecamethetalkofWallStreetforhavinganaffairwithastewardessonCiti’scorporatejet. AtBoeingawhistleblowerissaidtohaveforwardedthemessagestoMrPlatt.Ingenerale-mailsareencryptedandnotaccessibletoanyonewhodoesnotknowthesender’spassword.Butmanyfirmsinstallsoftwaredesignedtosearchelectroniccommunicationsforkeywordssuchas"sex"and"CEO".Astudylastyearof840AmericanfirmsbytheAmericanManagementAssociationfoundthat60%ofthemcheckexternale-mailsincomingandoutgoingwhile27%scrutinizeinternalmessagesbetweenemployees.Sweetnothingswhisperedbythewatercoolermaytravellessfarthesedaysthanelectronicbilletsdoux. Boeingisparticularlysensitivetoembarrassmentatthemoment.Mr.Stonecipherwasrecalledfromretirementonly15monthsagoafterthecompany’spreviousbossPhilConditanditschieffinancialofficerMichaelSearshadleftinthewakeofascandalinvolvinganillegaljoboffertoaPentagonofficial. MrStonecipheracrustyformernumbertwoatBoeingwasbroughtbackspecificallytoraisethecompany’sethicalstandardsandtohelpitbeseeninitsmainandaffectedlypuritanicalmarketinWashingtonDCassqueakyclean.Verballyexplicitextra-maritalaffairsareinconsistentwithsuchastrategyitseemsthoughtheyarenotyetenoughtobringdownfuturekingsofEngland. Incorporatelifesuchaffairsarehardlyunusual.Onesurveyfoundthatone-quarterofalllong-termrelationshipsstartatwork;anotherfoundthatover40%ofexecutivessaytheyhavebeeninvolvedinanaffairwithacolleagueandthatinhalfofthesecasesoneorotherpartywasmarriedatthetime.Manyabosshasmarriedhisassistantandlivedhappilyeverafter.Boeingapparentlyusedtoacceptthis:Mr.Condit’sfourthwifewasacolleaguebeforetheymarried Whichofthefollowingistrueaccordingtothetext
Directions: Youaregoingtoreadalistofheadingsandatextaboutthefunctionsofadvertisment.ChoosethemostsuitableheadingfromthelistA-Fforeachnumberedparagraph41-45.Thereisoneextraheadingwhichyoudonotneedtouse.MarkyouranswersonANSWERSHEET1. [A]Advertisementsaddintereststolife [B]Advertisementshelptosavemoney [C]Criticismsonadvertisers [D]Usefulnessofsmalladvertisements [E]Trueaestheticvalueofadvertisement [F]Informing:thechieffunctionofadvertising 41__________ Advertiserstendtothinkbigandperhapsthisiswhythey’realwayscominginforcriticism.Theircriticsseemtoresentthembecausetheyhaveaflairforself-promotionandbecausetheyhavesomuchmoneytothrowaround."It’siniquitous"theysay"thatthisentirelyunproductiveindustryifwecancallitthatshouldabsorbmillionsofpoundseachyear.Itonlygoestoshowhowmuchprofitthebigcompaniesaremaking.Whydon’ttheystopadvertisingandreducethepriceoftheirgoodsAfterallit’stheconsumerwhopay..." 42__________ Thepooroldconsumer!He’dhavetopayagreatdealmoreifadvertisingdidn’tcreatemassmarketsforproducts.Itispreciselybecauseoftheheavyadvertisingthatconsumergoodsaresocheap.Butwegetthewrongideaifwethinktheonlypurposeofadvertisingistosellgoods.Anotherequallyimportantfunctionistoinform.Agreatdealoftheknowledgewehaveabouthouseholdgoodsderiveslargelyfromtheadvertisementsweread.Advertisementsintroduceustonewproductsorremindusoftheexistenceofoneswealreadyknowabout.Supposingyouwantedtobuyawashingmachineitismorethanlikelyyouwouldobtaindetailsregardingperformancepriceetc.fromanadvertisement. 43__________ Lotsofpeoplepretendthattheyneverreadadvertisementsbutthisclaimmaybeseriouslydoubted.Itishardlypossiblenottoreadadvertisementsthesedays.Andwhatfuntheyoftenaretoo!Justthinkwhatarailwaystationoranewspaperwouldbelikewithoutadvertisements.WouldyouenjoygazingatablankwallorreadingrailwaylawswhilewaitingforatrainWouldyouliketoreadonlyclosely-printedcolumnsofnewsinyourdailypaperAcheerfulwittyadvertisementmakessuchadifferencetoadrabwallornewspaperfullofthedailyrationofcalamities. 44__________ Wemustnotforgeteitherthatadvertisingmakesapositivecontributiontoourpockets.Newspaperscommercialradioandtelevisioncompaniescouldnotsubsistwithoutthissourceofrevenue.Thefactthatwepaysolittleforourdailypaperorcanenjoysomanybroadcastprogramsisdueentirelytothemoneyspentbyadvertisers.Justthinkwhatanewspaperwouldcostifwehadtopayitsfullprice! 45__________ Anotherthingwemustn’tforgetisthe"smallads."whichareinvirtuallyeverynewspaperandmagazine.Whatatremendouslyusefulservicetheyperformforthecommunity!Justaboutanythingcanbeaccomplishedthroughthesecolumns.Forinstanceyoucanfindajobbuyorsellahouseannounceabirthmarriageordeathinwhatusedtobecalledthe"hatchmatchanddispatch"columns;butbyfarthemostfascinatingsectionisthepersonalor"agony"column.Nootheriteminanewspaperprovidessuchentertainingreadingorofferssuchadeepinsightintohumannature.It’sthebestadvertisementforadvertisingthereis! 45
Thehistoryofthecomputerinthetwentiethcenturyisoneofdramaticadaptationandexpansion.Thecomputerhadmodestbeginningsinareaswhereitwasusedasaspecialisttool.Thefirstelectroniccomputerwasbuiltinthe1930sandwassolelyfortheuseofundergraduatestudentsinIowaStateUniversitytohandlemathematicalcomputationsinnuclearphysics.Inthe1960sanearlyversionoftheInternetARPPANETwasusedincomputerscienceandengineeringprojects.Howeveronly10yearslatercomputerswerestartingtochangeourlifestylethewaywedobusinessandmanyotherthingsandbythelate1980s’networkswereexpandingtoembracesectionsofthegeneralpublic. ComputerizationhaschangedUShighschooleducationinmanyways.Threedifferentchangesthatconsiderbeingimportant.Thefirstistheuseofthecomputerasteachingaidforteachers.Thenextisthemassivedatastorageandfastdataretrievalfacilitatedbycomputer.Thencomesthechangesbroughtaboutbytheintroductionofsimulationsoftware. Howprevalentistheuseofcomputersinschools!Asrecentlyastheearly1980sonly20%ofsecondaryscienceteachersintheUSAwereusingmicrocomputers.HoweversincethenhighschoolsintheUShavecomputerizedrapidly.By1987schoolshadacquiredabout1.5millioncomputerswith95%ofpublicschoolshavingatleastonecomputer.Computerscanbeusedasteachingaidsbothinschoolsandinhomes.Inschoolsforexampleteacherscanplugacomputerintoanespeciallyequippedoverheadprojectortobringtextsgraphicssoundandvideosintoaclassroom.Bythesemultimediacomputeranimationsteacherscanmorereadilyattractandretainstudents’attention.Annconcludesthatcomputeraidedteachingcanattractandmotivatestudentswhoweredroppingoutwhenmoretraditionalmethodswerebeingused. LetusnowturntotheInternet.Thisisaglobalnetworkconnectingmanylocalnetworks.OvertheInternethighschoolstudentscanretrieveinformationanddatabasesfromeverynetworkedlibraryaroundtheworldinseconds.TheWorldWideWebprovidesaneasywaytoaccesshard-to-findinformation.Studentscannowreachanylibrarythroughtheglobalnetworkandfindwhattheywant.Thefinalstepistodownloadthescannedimage.Thoughtheslowtransmissionofsignalthroughthenetworkisamajorlimitingfactoritcanstillsaveusmuchtimeinfindingusefulinformationandthusitisaninvaluabletooltobothhighschoolteachersandstudents. Computerizationinschooleducationseemstobe
"WHAT’SthedifferencebetweenGodandLarryEllison"asksanoldsoftwareindustryjoke.Answer:Goddoesn’tthinkhe’sLarryEllison.ThebossofOracleishardlyaloneamongcorporatechiefsinhavingareputationforbeingratherkeenonhimself.Indeeduntilthebubbleburstandthepublicturnednastyatthestartofthedecadethecultofthecelebritychiefexecutiveseemedtodemandbosslynarcissismasevidencethatafirmwasbeingledbyanall-conqueringhero. Narcissusmetanastyendofcourse.Andinrecentyearsboss-worshiphascometobeseenasbadforbusiness.Inhismanagementbestseller"GoodtoGreat"JimCollinsarguedthatthetrulysuccessfulbosseswerenottheself-proclaimedstarswhoadornthecoversofForbesandFortunebutinsteadself-effacingthoughtfulmonkishsortswholeadbyinspiringexample. Astatisticalanswermaybeathand.Forthefirsttimeanewstudy"It’sAllAboutMe"tobepresentednextweekattheannualgatheringoftheAmericanAcademyofManagementoffersasystematicempiricalanalysisofwhateffectnarcissisticbosseshaveonthefirmstheyrun.TheauthorsArijitChatterjeeandDonaldHambrickofPennsylvaniaStateUniversityexaminednarcissismintheupperlevelsof105firmsinthecomputerandsoftwareindustries. Todothistheyhadtosolveapracticalproblem:studiesofnarcissismhavehithertoreliedonsurveyingindividualspersonallysomethingforwhichfewchiefexecutivesarelikelytohavetimeorinclination.Sotheauthorsdevisedanindexofnarcissismusingsixpubliclyavailableindicatorsobtainablewithouttheco-operationoftheboss.Theseare:theprominenceoftheboss’sphotointheannualreport;hisprominenceincompanypressreleases;thelengthofhis"Who’sWho"entry;thefrequencyofhisuseofthefirstpersonsingularininterviews;andtheratiosofhiscashandnon-cashcompensationtothoseofthefirm’ssecond-highestpaidexecutive. Narcissismnaturallydrivespeopletoseekpositionsofpowerandinfluenceandbecausegreatself-esteemhelpsyourprofessionaladvancesaytheauthorschiefexecutiveswilltendonaveragetobemorenarcissisticthanthegeneralpopulation.HowdoesthataffectafirmMessrsChatterjeeandHambrickfoundthathighlynarcissisticbossestendedtomakebiggerchangesintheuseofimportantresourcessuchasresearchanddevelopmentorinspendingandleverage;theycarriedoutmoreandbiggermergersandacquisitions;andtheirresultswerebothmoreextrememorebigwinsorbiglossesandmoretransientthanthoseoffirmsrunbytheirhumblerpeers.Forshareholdersthatcouldbegoodorbad. AlthoughoddlytheauthorsarekeepingtheirnarcissismrankingsecrettheyhaverevealedthatMrEilisondidnotcometop.Alasforhimthatmaybebecausethestudylimiteditselftopeoplewhobecamethebossafter1991—wellafterhetookthehelm.IneveryrespectMrEllisonseemstobetheclassicnarcissisticbossclaimsMrChatterjee.Thereislifeintheoldjokeyet. Accordingtotheresearcherscomparedwithhumblermanagersnarcissisticbossesaremorelikelyto
46ThatLouiseNevelsonisbelievedbymanycriticstobethegreatesttwentieth-centurysculptorisallthemoreremarkablebecausethegreatestresistancetowomenartistshasbeenuntilrecentlyinthefieldofsculpture.SinceNeolithictimessculpturehasbeenconsideredtheprerogativeofmenpartlyperhapsforpurelyphysicalreasons:itwaserroneouslyassumedthatwomenwerenotsuitedforthehardmanuallaborrequiredinsculptingstonecarvingwoodorworkinginmetal.47IthasbeenonlyduringthetwentiethcenturythatwomensculptorshavebeenrecognizedasmajorartistsandithasbeenintheUnitedStatesespeciallysincethedecadesofthefiftiesandsixtiesthatwomensculptorshaveshownthegreatestoriginalityandcreativepower.TheirrisetoprominenceparallelsthedevelopmentofsculptureitselfintheUnitedStates:48whiletherehadbeenafewtalentedsculptorsintheUnitedStatesbeforethe1940’sitwasonlyafter1945—whenNewYorkwasrapidlybecomingtheartcapitaloftheworld—thatmajorsculpturewasproducedintheUnitedStates.Someofthebestwastheworkofwomen. ByfarthemostoutstandingofthesewomenisLouiseNevelsonwhointheeyesofmanycriticsisthemostoriginalfemaleartistalivetoday.OnefamousandinfluentialcriticHiltonKramersaidofherwork"FormyselfIthinkMs.Nevelsonsucceedswherethepaintersoftenfail." HerworkshavebeencomparedtotheCubistconstructionsofPicassotheSurrealisticobjectsofMiroandtheMerzbauofSchwitters.49NevelsonwouldbethefirsttoadmitthatshehasbeeninfluencedbyalloftheseaswellasbyAfricansculptureandbyNativeAmericanandpre-Columbianartbutshehasabsorbedalltheseinfluencesandstillcreatedadistinctiveartthatexpressestheurbanlandscapeandtheaestheticsensibilityofthetwentiethcentury.Nevelsonsays"Ihavealwayswantedtoshowtheworldthatartiseverywhereexceptthatithastopassthroughacreativemind." 50Usingmostlydiscardedwoodenobjectslikebrokenpiecesoffurnitureandabandonedarchitecturalornamentsallofwhichshehashoardedforyearssheassemblesarchitecturalconstructionsofgreatbeautyandpower.Creatingveryfreelywithnosketchesshegluesandnailsobjectstogetherpaintsthemblackormorerarelywhiteorgoldandplacestheminboxes.Theseassemblageswallsevenentireenvironmentscreateamysteriousalmostawe-inspiringatmosphere.Althoughshehasdeniedanysymbolicorreligiousintentinherworkstheirthree-dimensionalgrandeurandeventheirtitlessuchasSkyCathedralandNightCathedralsuggestsuchconnotations.InsomewayshermostambitiousworksareclosertoarchitecturethantotraditionalsculpturebutthenneitherLouiseNevelsonnorherartfitsintoanyneatcategory. IthasbeenonlyduringthetwentiethcenturythatwomensculptorshavebeenrecognizedasmajorartistsandithasbeenintheUnitedStatesespeciallysincethedecadesofthefiftiesandsixtiesthatwomensculptorshaveshownthegreatestoriginalityandcreativepower
"WHAT’SthedifferencebetweenGodandLarryEllison"asksanoldsoftwareindustryjoke.Answer:Goddoesn’tthinkhe’sLarryEllison.ThebossofOracleishardlyaloneamongcorporatechiefsinhavingareputationforbeingratherkeenonhimself.Indeeduntilthebubbleburstandthepublicturnednastyatthestartofthedecadethecultofthecelebritychiefexecutiveseemedtodemandbosslynarcissismasevidencethatafirmwasbeingledbyanall-conqueringhero. Narcissusmetanastyendofcourse.Andinrecentyearsboss-worshiphascometobeseenasbadforbusiness.Inhismanagementbestseller"GoodtoGreat"JimCollinsarguedthatthetrulysuccessfulbosseswerenottheself-proclaimedstarswhoadornthecoversofForbesandFortunebutinsteadself-effacingthoughtfulmonkishsortswholeadbyinspiringexample. Astatisticalanswermaybeathand.Forthefirsttimeanewstudy"It’sAllAboutMe"tobepresentednextweekattheannualgatheringoftheAmericanAcademyofManagementoffersasystematicempiricalanalysisofwhateffectnarcissisticbosseshaveonthefirmstheyrun.TheauthorsArijitChatterjeeandDonaldHambrickofPennsylvaniaStateUniversityexaminednarcissismintheupperlevelsof105firmsinthecomputerandsoftwareindustries. Todothistheyhadtosolveapracticalproblem:studiesofnarcissismhavehithertoreliedonsurveyingindividualspersonallysomethingforwhichfewchiefexecutivesarelikelytohavetimeorinclination.Sotheauthorsdevisedanindexofnarcissismusingsixpubliclyavailableindicatorsobtainablewithouttheco-operationoftheboss.Theseare:theprominenceoftheboss’sphotointheannualreport;hisprominenceincompanypressreleases;thelengthofhis"Who’sWho"entry;thefrequencyofhisuseofthefirstpersonsingularininterviews;andtheratiosofhiscashandnon-cashcompensationtothoseofthefirm’ssecond-highestpaidexecutive. Narcissismnaturallydrivespeopletoseekpositionsofpowerandinfluenceandbecausegreatself-esteemhelpsyourprofessionaladvancesaytheauthorschiefexecutiveswilltendonaveragetobemorenarcissisticthanthegeneralpopulation.HowdoesthataffectafirmMessrsChatterjeeandHambrickfoundthathighlynarcissisticbossestendedtomakebiggerchangesintheuseofimportantresourcessuchasresearchanddevelopmentorinspendingandleverage;theycarriedoutmoreandbiggermergersandacquisitions;andtheirresultswerebothmoreextrememorebigwinsorbiglossesandmoretransientthanthoseoffirmsrunbytheirhumblerpeers.Forshareholdersthatcouldbegoodorbad. AlthoughoddlytheauthorsarekeepingtheirnarcissismrankingsecrettheyhaverevealedthatMrEilisondidnotcometop.Alasforhimthatmaybebecausethestudylimiteditselftopeoplewhobecamethebossafter1991—wellafterhetookthehelm.IneveryrespectMrEllisonseemstobetheclassicnarcissisticbossclaimsMrChatterjee.Thereislifeintheoldjokeyet. JimCollinsseemstobelievethattrulysuccessfulmanagers
LASTmonthAmerica’sNationalLawJournaltolditsreadersthat"employmentlawyersarewarninglovestruckco-workerstotakeprecautionsintheofficebeforelockinglipsoutside".TheadvicecametoolateforHarryStonecipher.ThebossofBoeingwasforcedtoresignlastweekend—forreasonsthatwillstrikemanyoutsidersasabsurd—afterhisboardweretoldofanaffairthatthe68-year-oldmarriedmanhadbeenconductingwithafemaleemployee"whodidnotreportdirectlytohim". Inevitablyastheweekrolledondetailsoftheaffairrolledout.TheotherpartywasreportedtobeDebraPeabodywhoisunmarriedandhasworkedforBoeingfor25years.ThecoupleweresaidtohavefirstgottogetheratBoeing’sannualretreatatPalmDesertCaliforniainJanuary.Afterthatmuchoftheaffairmusthavebeenconductedfromadistance:Mr.Stonecipher’sofficeisatBoeing’sheadquartersinChicago;MsPeabodyrunsthefirm’sgovernment-relationsofficeinWashingtonDC.Theyexchangede-mailsitseemsasofficeloverstendtodothesedaysandthereinprobablylayMrStonecipher’sdownfall. LewisPlattBoeing’schairmansaidthatMrStonecipherbrokeacompanyrulethatsays:"Employeeswillnotengageinconductoractivitythatmayraisequestionsastothecompany’shonestyimpartialityreputationorotherwisecauseembarrassmenttothecompany."Havinganaffairwithafellowemployeeisnotofitselfagainstcompanyrules;causingembarrassmenttoBoeingis.Itseemsthattheboardjudgedthatthecontentsofthelovers’e-mailswouldhavebeenbadforBoeinghadtheybeenmadepublic.GonearethedayswhenaboardconsideredsuchmattersnoneofitsbusinessasCitibank’sdidin1991whenitsbossJohnReedbecamethetalkofWallStreetforhavinganaffairwithastewardessonCiti’scorporatejet. AtBoeingawhistleblowerissaidtohaveforwardedthemessagestoMrPlatt.Ingenerale-mailsareencryptedandnotaccessibletoanyonewhodoesnotknowthesender’spassword.Butmanyfirmsinstallsoftwaredesignedtosearchelectroniccommunicationsforkeywordssuchas"sex"and"CEO".Astudylastyearof840AmericanfirmsbytheAmericanManagementAssociationfoundthat60%ofthemcheckexternale-mailsincomingandoutgoingwhile27%scrutinizeinternalmessagesbetweenemployees.Sweetnothingswhisperedbythewatercoolermaytravellessfarthesedaysthanelectronicbilletsdoux. Boeingisparticularlysensitivetoembarrassmentatthemoment.Mr.Stonecipherwasrecalledfromretirementonly15monthsagoafterthecompany’spreviousbossPhilConditanditschieffinancialofficerMichaelSearshadleftinthewakeofascandalinvolvinganillegaljoboffertoaPentagonofficial. MrStonecipheracrustyformernumbertwoatBoeingwasbroughtbackspecificallytoraisethecompany’sethicalstandardsandtohelpitbeseeninitsmainandaffectedlypuritanicalmarketinWashingtonDCassqueakyclean.Verballyexplicitextra-maritalaffairsareinconsistentwithsuchastrategyitseemsthoughtheyarenotyetenoughtobringdownfuturekingsofEngland. Incorporatelifesuchaffairsarehardlyunusual.Onesurveyfoundthatone-quarterofalllong-termrelationshipsstartatwork;anotherfoundthatover40%ofexecutivessaytheyhavebeeninvolvedinanaffairwithacolleagueandthatinhalfofthesecasesoneorotherpartywasmarriedatthetime.Manyabosshasmarriedhisassistantandlivedhappilyeverafter.Boeingapparentlyusedtoacceptthis:Mr.Condit’sfourthwifewasacolleaguebeforetheymarried Theauthorseemstobelievethat
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5＄300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.7
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5＄300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.17
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5＄300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.11
ThehumanYchromosome—theDNAchunkthatmakesamanaman—haslostsomanygenesoverevolutionarytimethatsomescientistshavesuspecteditmightdisappearin10millionyears.Butanewstudysaysit’llstickaround. Researchersfoundnosignofgenelossoverthepast6millionyearssuggestingthechromosomeis"doingaprettygoodjobofmaintainingitself"saidresearcherDavidPageoftheWhiteheadInstituteforBiomedicalResearchinCambridgeMass. ThatagreeswithpriormathematicalcalculationsthatsuggestedtherateofgenelosswouldslowasthechromosomeevolvedPageandstudyco-authorsnoteinThursday’sissueofthejournalNature.AndtheysayitclasheswithwhatPagecalledthe"imminentdemise"ideathatsaystheYchromosomeisdoomedtoextinction. TheYappeared300millionyearsagoandhassinceerodedintoadinkychromosomebecauseitlacksthemechanismotherchromosomeshavetogetridofdamagedDNA.Somutationshavedisabledhundredsofitsoriginalgenescausingthemtobeshedasuseless.TheYnowcontainsonly27genesorfamiliesofvirtuallyidenticalgenes. In2003Pagereportedthatthemodern-dayYhasanunusualmechanismtofixabouthalfofitsgenesandprotectthemfromdisappearing.Buthesaidsomescientistsdisagreedwithhisconclusion.ThenewpaperfocusesonaregionoftheYchromosomewheregenescan’tbefixedthatway. Researcherscomparedthehumanandchimpanzeeversionsofthisregion.Humansandchimpshavebeenevolvingseparatelyforabout6millionyearssoscientistsreasonedthatthecomparisonswouldrevealgenesthathavebecomedisabledinonespeciesortheotherduringthattime. TheyfoundfivesuchgenesonthechimpchromosomebutnoneonthehumanchromosomeanimbalancePagecalledsurprising."Itlooksliketherehasbeenlittleifanygenelossinourownspecieslineageinthelast6millionyears"Pagesaid.ThatcontradictstheideathatthehumanYchromosomehascontinuedtolosegenessofastit’lldisappearin10millionyearshesaid."Ithinkwecanwithconfidencedismiss…the’imminentdemise’theory"Pagesaid. JenniferA.MarshallGravesoftheAustralianNationalUniversityinCanberraageneresearcherwhoarguesforeventualextinctionoftheYchromosomecalledPage’swork"beautiful"butsaiditdidn’tshakeherconvictionthattheYisdoomed. TheonlyrealquestioniswhennotiftheYchromosomedisappearsshesaid."Itcouldbealotshorterthan10millionyearsbutitcouldbealotlonger"shesaid. TheYchromosomehasalreadydisappearedinsomeotheranimalsand"there’snoreasontoexpectitcan’thappentohumans"shesaid.Ifithappenedinpeoplesomeotherchromosomewouldprobablytakeoverthesex-determiningroleoftheYshesaid. Theauthor’sattitudetowardstheYchromosomeissueseemstobe
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5＄300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.9
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5＄300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.15
Directions: Youaregoingtoreadalistofheadingsandatextaboutthefunctionsofadvertisment.ChoosethemostsuitableheadingfromthelistA-Fforeachnumberedparagraph41-45.Thereisoneextraheadingwhichyoudonotneedtouse.MarkyouranswersonANSWERSHEET1. [A]Advertisementsaddintereststolife [B]Advertisementshelptosavemoney [C]Criticismsonadvertisers [D]Usefulnessofsmalladvertisements [E]Trueaestheticvalueofadvertisement [F]Informing:thechieffunctionofadvertising 41__________ Advertiserstendtothinkbigandperhapsthisiswhythey’realwayscominginforcriticism.Theircriticsseemtoresentthembecausetheyhaveaflairforself-promotionandbecausetheyhavesomuchmoneytothrowaround."It’siniquitous"theysay"thatthisentirelyunproductiveindustryifwecancallitthatshouldabsorbmillionsofpoundseachyear.Itonlygoestoshowhowmuchprofitthebigcompaniesaremaking.Whydon’ttheystopadvertisingandreducethepriceoftheirgoodsAfterallit’stheconsumerwhopay..." 42__________ Thepooroldconsumer!He’dhavetopayagreatdealmoreifadvertisingdidn’tcreatemassmarketsforproducts.Itispreciselybecauseoftheheavyadvertisingthatconsumergoodsaresocheap.Butwegetthewrongideaifwethinktheonlypurposeofadvertisingistosellgoods.Anotherequallyimportantfunctionistoinform.Agreatdealoftheknowledgewehaveabouthouseholdgoodsderiveslargelyfromtheadvertisementsweread.Advertisementsintroduceustonewproductsorremindusoftheexistenceofoneswealreadyknowabout.Supposingyouwantedtobuyawashingmachineitismorethanlikelyyouwouldobtaindetailsregardingperformancepriceetc.fromanadvertisement. 43__________ Lotsofpeoplepretendthattheyneverreadadvertisementsbutthisclaimmaybeseriouslydoubted.Itishardlypossiblenottoreadadvertisementsthesedays.Andwhatfuntheyoftenaretoo!Justthinkwhatarailwaystationoranewspaperwouldbelikewithoutadvertisements.WouldyouenjoygazingatablankwallorreadingrailwaylawswhilewaitingforatrainWouldyouliketoreadonlyclosely-printedcolumnsofnewsinyourdailypaperAcheerfulwittyadvertisementmakessuchadifferencetoadrabwallornewspaperfullofthedailyrationofcalamities. 44__________ Wemustnotforgeteitherthatadvertisingmakesapositivecontributiontoourpockets.Newspaperscommercialradioandtelevisioncompaniescouldnotsubsistwithoutthissourceofrevenue.Thefactthatwepaysolittleforourdailypaperorcanenjoysomanybroadcastprogramsisdueentirelytothemoneyspentbyadvertisers.Justthinkwhatanewspaperwouldcostifwehadtopayitsfullprice! 45__________ Anotherthingwemustn’tforgetisthe"smallads."whichareinvirtuallyeverynewspaperandmagazine.Whatatremendouslyusefulservicetheyperformforthecommunity!Justaboutanythingcanbeaccomplishedthroughthesecolumns.Forinstanceyoucanfindajobbuyorsellahouseannounceabirthmarriageordeathinwhatusedtobecalledthe"hatchmatchanddispatch"columns;butbyfarthemostfascinatingsectionisthepersonalor"agony"column.Nootheriteminanewspaperprovidessuchentertainingreadingorofferssuchadeepinsightintohumannature.It’sthebestadvertisementforadvertisingthereis! 41
Directions: OnceyouwereillandwerehospitalizedforafewweeksintheChaoyangMedicalCenterCityofTaiYuanShanxiProvince.Duringyourstaytheentirestaffwerekindtoyou.Writealetterto 1tellaboutyourstayinthehospitaland 2extendyourgratitudetothehospitalstaff. Youshouldwriteabout100wordsonANSWERSHEET2.Donotsignyourownnameattheendoftheletter.Use"LiMing"instead.Youdon’thavetowritetheaddress.
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5＄300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.19
ThehumanYchromosome—theDNAchunkthatmakesamanaman—haslostsomanygenesoverevolutionarytimethatsomescientistshavesuspecteditmightdisappearin10millionyears.Butanewstudysaysit’llstickaround. Researchersfoundnosignofgenelossoverthepast6millionyearssuggestingthechromosomeis"doingaprettygoodjobofmaintainingitself"saidresearcherDavidPageoftheWhiteheadInstituteforBiomedicalResearchinCambridgeMass. ThatagreeswithpriormathematicalcalculationsthatsuggestedtherateofgenelosswouldslowasthechromosomeevolvedPageandstudyco-authorsnoteinThursday’sissueofthejournalNature.AndtheysayitclasheswithwhatPagecalledthe"imminentdemise"ideathatsaystheYchromosomeisdoomedtoextinction. TheYappeared300millionyearsagoandhassinceerodedintoadinkychromosomebecauseitlacksthemechanismotherchromosomeshavetogetridofdamagedDNA.Somutationshavedisabledhundredsofitsoriginalgenescausingthemtobeshedasuseless.TheYnowcontainsonly27genesorfamiliesofvirtuallyidenticalgenes. In2003Pagereportedthatthemodern-dayYhasanunusualmechanismtofixabouthalfofitsgenesandprotectthemfromdisappearing.Buthesaidsomescientistsdisagreedwithhisconclusion.ThenewpaperfocusesonaregionoftheYchromosomewheregenescan’tbefixedthatway. Researcherscomparedthehumanandchimpanzeeversionsofthisregion.Humansandchimpshavebeenevolvingseparatelyforabout6millionyearssoscientistsreasonedthatthecomparisonswouldrevealgenesthathavebecomedisabledinonespeciesortheotherduringthattime. TheyfoundfivesuchgenesonthechimpchromosomebutnoneonthehumanchromosomeanimbalancePagecalledsurprising."Itlooksliketherehasbeenlittleifanygenelossinourownspecieslineageinthelast6millionyears"Pagesaid.ThatcontradictstheideathatthehumanYchromosomehascontinuedtolosegenessofastit’lldisappearin10millionyearshesaid."Ithinkwecanwithconfidencedismiss…the’imminentdemise’theory"Pagesaid. JenniferA.MarshallGravesoftheAustralianNationalUniversityinCanberraageneresearcherwhoarguesforeventualextinctionoftheYchromosomecalledPage’swork"beautiful"butsaiditdidn’tshakeherconvictionthattheYisdoomed. TheonlyrealquestioniswhennotiftheYchromosomedisappearsshesaid."Itcouldbealotshorterthan10millionyearsbutitcouldbealotlonger"shesaid. TheYchromosomehasalreadydisappearedinsomeotheranimalsand"there’snoreasontoexpectitcan’thappentohumans"shesaid.Ifithappenedinpeoplesomeotherchromosomewouldprobablytakeoverthesex-determiningroleoftheYshesaid. Itcanbeinferredfromthefirst3paragraphsthat
Thehistoryofthecomputerinthetwentiethcenturyisoneofdramaticadaptationandexpansion.Thecomputerhadmodestbeginningsinareaswhereitwasusedasaspecialisttool.Thefirstelectroniccomputerwasbuiltinthe1930sandwassolelyfortheuseofundergraduatestudentsinIowaStateUniversitytohandlemathematicalcomputationsinnuclearphysics.Inthe1960sanearlyversionoftheInternetARPPANETwasusedincomputerscienceandengineeringprojects.Howeveronly10yearslatercomputerswerestartingtochangeourlifestylethewaywedobusinessandmanyotherthingsandbythelate1980s’networkswereexpandingtoembracesectionsofthegeneralpublic. ComputerizationhaschangedUShighschooleducationinmanyways.Threedifferentchangesthatconsiderbeingimportant.Thefirstistheuseofthecomputerasteachingaidforteachers.Thenextisthemassivedatastorageandfastdataretrievalfacilitatedbycomputer.Thencomesthechangesbroughtaboutbytheintroductionofsimulationsoftware. Howprevalentistheuseofcomputersinschools!Asrecentlyastheearly1980sonly20%ofsecondaryscienceteachersintheUSAwereusingmicrocomputers.HoweversincethenhighschoolsintheUShavecomputerizedrapidly.By1987schoolshadacquiredabout1.5millioncomputerswith95%ofpublicschoolshavingatleastonecomputer.Computerscanbeusedasteachingaidsbothinschoolsandinhomes.Inschoolsforexampleteacherscanplugacomputerintoanespeciallyequippedoverheadprojectortobringtextsgraphicssoundandvideosintoaclassroom.Bythesemultimediacomputeranimationsteacherscanmorereadilyattractandretainstudents’attention.Annconcludesthatcomputeraidedteachingcanattractandmotivatestudentswhoweredroppingoutwhenmoretraditionalmethodswerebeingused. LetusnowturntotheInternet.Thisisaglobalnetworkconnectingmanylocalnetworks.OvertheInternethighschoolstudentscanretrieveinformationanddatabasesfromeverynetworkedlibraryaroundtheworldinseconds.TheWorldWideWebprovidesaneasywaytoaccesshard-to-findinformation.Studentscannowreachanylibrarythroughtheglobalnetworkandfindwhattheywant.Thefinalstepistodownloadthescannedimage.Thoughtheslowtransmissionofsignalthroughthenetworkisamajorlimitingfactoritcanstillsaveusmuchtimeinfindingusefulinformationandthusitisaninvaluabletooltobothhighschoolteachersandstudents. Theauthor’sattitudetowardscomputerizationseemstobe
ThehumanYchromosome—theDNAchunkthatmakesamanaman—haslostsomanygenesoverevolutionarytimethatsomescientistshavesuspecteditmightdisappearin10millionyears.Butanewstudysaysit’llstickaround. Researchersfoundnosignofgenelossoverthepast6millionyearssuggestingthechromosomeis"doingaprettygoodjobofmaintainingitself"saidresearcherDavidPageoftheWhiteheadInstituteforBiomedicalResearchinCambridgeMass. ThatagreeswithpriormathematicalcalculationsthatsuggestedtherateofgenelosswouldslowasthechromosomeevolvedPageandstudyco-authorsnoteinThursday’sissueofthejournalNature.AndtheysayitclasheswithwhatPagecalledthe"imminentdemise"ideathatsaystheYchromosomeisdoomedtoextinction. TheYappeared300millionyearsagoandhassinceerodedintoadinkychromosomebecauseitlacksthemechanismotherchromosomeshavetogetridofdamagedDNA.Somutationshavedisabledhundredsofitsoriginalgenescausingthemtobeshedasuseless.TheYnowcontainsonly27genesorfamiliesofvirtuallyidenticalgenes. In2003Pagereportedthatthemodern-dayYhasanunusualmechanismtofixabouthalfofitsgenesandprotectthemfromdisappearing.Buthesaidsomescientistsdisagreedwithhisconclusion.ThenewpaperfocusesonaregionoftheYchromosomewheregenescan’tbefixedthatway. Researcherscomparedthehumanandchimpanzeeversionsofthisregion.Humansandchimpshavebeenevolvingseparatelyforabout6millionyearssoscientistsreasonedthatthecomparisonswouldrevealgenesthathavebecomedisabledinonespeciesortheotherduringthattime. TheyfoundfivesuchgenesonthechimpchromosomebutnoneonthehumanchromosomeanimbalancePagecalledsurprising."Itlooksliketherehasbeenlittleifanygenelossinourownspecieslineageinthelast6millionyears"Pagesaid.ThatcontradictstheideathatthehumanYchromosomehascontinuedtolosegenessofastit’lldisappearin10millionyearshesaid."Ithinkwecanwithconfidencedismiss…the’imminentdemise’theory"Pagesaid. JenniferA.MarshallGravesoftheAustralianNationalUniversityinCanberraageneresearcherwhoarguesforeventualextinctionoftheYchromosomecalledPage’swork"beautiful"butsaiditdidn’tshakeherconvictionthattheYisdoomed. TheonlyrealquestioniswhennotiftheYchromosomedisappearsshesaid."Itcouldbealotshorterthan10millionyearsbutitcouldbealotlonger"shesaid. TheYchromosomehasalreadydisappearedinsomeotheranimalsand"there’snoreasontoexpectitcan’thappentohumans"shesaid.Ifithappenedinpeoplesomeotherchromosomewouldprobablytakeoverthesex-determiningroleoftheYshesaid. Theworddinkyline1paragraph4mostprobablymeans
Directions: Youaregoingtoreadalistofheadingsandatextaboutthefunctionsofadvertisment.ChoosethemostsuitableheadingfromthelistA-Fforeachnumberedparagraph41-45.Thereisoneextraheadingwhichyoudonotneedtouse.MarkyouranswersonANSWERSHEET1. [A]Advertisementsaddintereststolife [B]Advertisementshelptosavemoney [C]Criticismsonadvertisers [D]Usefulnessofsmalladvertisements [E]Trueaestheticvalueofadvertisement [F]Informing:thechieffunctionofadvertising 41__________ Advertiserstendtothinkbigandperhapsthisiswhythey’realwayscominginforcriticism.Theircriticsseemtoresentthembecausetheyhaveaflairforself-promotionandbecausetheyhavesomuchmoneytothrowaround."It’siniquitous"theysay"thatthisentirelyunproductiveindustryifwecancallitthatshouldabsorbmillionsofpoundseachyear.Itonlygoestoshowhowmuchprofitthebigcompaniesaremaking.Whydon’ttheystopadvertisingandreducethepriceoftheirgoodsAfterallit’stheconsumerwhopay..." 42__________ Thepooroldconsumer!He’dhavetopayagreatdealmoreifadvertisingdidn’tcreatemassmarketsforproducts.Itispreciselybecauseoftheheavyadvertisingthatconsumergoodsaresocheap.Butwegetthewrongideaifwethinktheonlypurposeofadvertisingistosellgoods.Anotherequallyimportantfunctionistoinform.Agreatdealoftheknowledgewehaveabouthouseholdgoodsderiveslargelyfromtheadvertisementsweread.Advertisementsintroduceustonewproductsorremindusoftheexistenceofoneswealreadyknowabout.Supposingyouwantedtobuyawashingmachineitismorethanlikelyyouwouldobtaindetailsregardingperformancepriceetc.fromanadvertisement. 43__________ Lotsofpeoplepretendthattheyneverreadadvertisementsbutthisclaimmaybeseriouslydoubted.Itishardlypossiblenottoreadadvertisementsthesedays.Andwhatfuntheyoftenaretoo!Justthinkwhatarailwaystationoranewspaperwouldbelikewithoutadvertisements.WouldyouenjoygazingatablankwallorreadingrailwaylawswhilewaitingforatrainWouldyouliketoreadonlyclosely-printedcolumnsofnewsinyourdailypaperAcheerfulwittyadvertisementmakessuchadifferencetoadrabwallornewspaperfullofthedailyrationofcalamities. 44__________ Wemustnotforgeteitherthatadvertisingmakesapositivecontributiontoourpockets.Newspaperscommercialradioandtelevisioncompaniescouldnotsubsistwithoutthissourceofrevenue.Thefactthatwepaysolittleforourdailypaperorcanenjoysomanybroadcastprogramsisdueentirelytothemoneyspentbyadvertisers.Justthinkwhatanewspaperwouldcostifwehadtopayitsfullprice! 45__________ Anotherthingwemustn’tforgetisthe"smallads."whichareinvirtuallyeverynewspaperandmagazine.Whatatremendouslyusefulservicetheyperformforthecommunity!Justaboutanythingcanbeaccomplishedthroughthesecolumns.Forinstanceyoucanfindajobbuyorsellahouseannounceabirthmarriageordeathinwhatusedtobecalledthe"hatchmatchanddispatch"columns;butbyfarthemostfascinatingsectionisthepersonalor"agony"column.Nootheriteminanewspaperprovidessuchentertainingreadingorofferssuchadeepinsightintohumannature.It’sthebestadvertisementforadvertisingthereis! 43
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5＄300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.5
46ThatLouiseNevelsonisbelievedbymanycriticstobethegreatesttwentieth-centurysculptorisallthemoreremarkablebecausethegreatestresistancetowomenartistshasbeenuntilrecentlyinthefieldofsculpture.SinceNeolithictimessculpturehasbeenconsideredtheprerogativeofmenpartlyperhapsforpurelyphysicalreasons:itwaserroneouslyassumedthatwomenwerenotsuitedforthehardmanuallaborrequiredinsculptingstonecarvingwoodorworkinginmetal.47IthasbeenonlyduringthetwentiethcenturythatwomensculptorshavebeenrecognizedasmajorartistsandithasbeenintheUnitedStatesespeciallysincethedecadesofthefiftiesandsixtiesthatwomensculptorshaveshownthegreatestoriginalityandcreativepower.TheirrisetoprominenceparallelsthedevelopmentofsculptureitselfintheUnitedStates:48whiletherehadbeenafewtalentedsculptorsintheUnitedStatesbeforethe1940’sitwasonlyafter1945—whenNewYorkwasrapidlybecomingtheartcapitaloftheworld—thatmajorsculpturewasproducedintheUnitedStates.Someofthebestwastheworkofwomen. ByfarthemostoutstandingofthesewomenisLouiseNevelsonwhointheeyesofmanycriticsisthemostoriginalfemaleartistalivetoday.OnefamousandinfluentialcriticHiltonKramersaidofherwork"FormyselfIthinkMs.Nevelsonsucceedswherethepaintersoftenfail." HerworkshavebeencomparedtotheCubistconstructionsofPicassotheSurrealisticobjectsofMiroandtheMerzbauofSchwitters.49NevelsonwouldbethefirsttoadmitthatshehasbeeninfluencedbyalloftheseaswellasbyAfricansculptureandbyNativeAmericanandpre-Columbianartbutshehasabsorbedalltheseinfluencesandstillcreatedadistinctiveartthatexpressestheurbanlandscapeandtheaestheticsensibilityofthetwentiethcentury.Nevelsonsays"Ihavealwayswantedtoshowtheworldthatartiseverywhereexceptthatithastopassthroughacreativemind." 50Usingmostlydiscardedwoodenobjectslikebrokenpiecesoffurnitureandabandonedarchitecturalornamentsallofwhichshehashoardedforyearssheassemblesarchitecturalconstructionsofgreatbeautyandpower.Creatingveryfreelywithnosketchesshegluesandnailsobjectstogetherpaintsthemblackormorerarelywhiteorgoldandplacestheminboxes.Theseassemblageswallsevenentireenvironmentscreateamysteriousalmostawe-inspiringatmosphere.Althoughshehasdeniedanysymbolicorreligiousintentinherworkstheirthree-dimensionalgrandeurandeventheirtitlessuchasSkyCathedralandNightCathedralsuggestsuchconnotations.InsomewayshermostambitiousworksareclosertoarchitecturethantotraditionalsculpturebutthenneitherLouiseNevelsonnorherartfitsintoanyneatcategory. NevelsonwouldbethefirsttoadmitthatshehasbeeninfluencedbyalloftheseaswellasbyAfricansculptureandbyNativeAmericanandpre-Columbianartbutshehasabsorbedalltheseinfluencesandstillcreatedadistinctiveartthatexpressestheurbanlandscapeandtheaestheticsensibilityofthetwentiethcentury.
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5＄300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.13
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5＄300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.3
Thehistoryofthecomputerinthetwentiethcenturyisoneofdramaticadaptationandexpansion.Thecomputerhadmodestbeginningsinareaswhereitwasusedasaspecialisttool.Thefirstelectroniccomputerwasbuiltinthe1930sandwassolelyfortheuseofundergraduatestudentsinIowaStateUniversitytohandlemathematicalcomputationsinnuclearphysics.Inthe1960sanearlyversionoftheInternetARPPANETwasusedincomputerscienceandengineeringprojects.Howeveronly10yearslatercomputerswerestartingtochangeourlifestylethewaywedobusinessandmanyotherthingsandbythelate1980s’networkswereexpandingtoembracesectionsofthegeneralpublic. ComputerizationhaschangedUShighschooleducationinmanyways.Threedifferentchangesthatconsiderbeingimportant.Thefirstistheuseofthecomputerasteachingaidforteachers.Thenextisthemassivedatastorageandfastdataretrievalfacilitatedbycomputer.Thencomesthechangesbroughtaboutbytheintroductionofsimulationsoftware. Howprevalentistheuseofcomputersinschools!Asrecentlyastheearly1980sonly20%ofsecondaryscienceteachersintheUSAwereusingmicrocomputers.HoweversincethenhighschoolsintheUShavecomputerizedrapidly.By1987schoolshadacquiredabout1.5millioncomputerswith95%ofpublicschoolshavingatleastonecomputer.Computerscanbeusedasteachingaidsbothinschoolsandinhomes.Inschoolsforexampleteacherscanplugacomputerintoanespeciallyequippedoverheadprojectortobringtextsgraphicssoundandvideosintoaclassroom.Bythesemultimediacomputeranimationsteacherscanmorereadilyattractandretainstudents’attention.Annconcludesthatcomputeraidedteachingcanattractandmotivatestudentswhoweredroppingoutwhenmoretraditionalmethodswerebeingused. LetusnowturntotheInternet.Thisisaglobalnetworkconnectingmanylocalnetworks.OvertheInternethighschoolstudentscanretrieveinformationanddatabasesfromeverynetworkedlibraryaroundtheworldinseconds.TheWorldWideWebprovidesaneasywaytoaccesshard-to-findinformation.Studentscannowreachanylibrarythroughtheglobalnetworkandfindwhattheywant.Thefinalstepistodownloadthescannedimage.Thoughtheslowtransmissionofsignalthroughthenetworkisamajorlimitingfactoritcanstillsaveusmuchtimeinfindingusefulinformationandthusitisaninvaluabletooltobothhighschoolteachersandstudents. Themainpointofparagraph1isto
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