ms是什么意思1995年考研英语阅读+翻译 横版

Text 1

Money spent on advertising is money spent as well as any I know of. It serves

directly

to

assist

a

rapid

distribution

of

goods

at

reasonable

prices,

thereby

establishing a firm home market and so making it possible to provide for export

at competitive prices. By drawing attention to new ideas it helps enormously to

raise standards of living. By helping to increase demand it ensures an increased

need

for

labour,

and

is

therefore

an

effective

way

to

fight

unemployment.

It

lowers the costs of many services: without advertisements your daily newspaper

would cost four times as much, the price of your television license would need to

be doubled and travel by bus or tube would cost 20 per cent more.

And

perhaps

most

important

of

all,

advertising

provides

a

guarantee

of

reasonable value in the products and services you buy. Apart from the fact that

twenty-seven

Acts

of

Parliament

govern

the

terms

of

advertising,

no

regular

advertiser

dare

promote

a

product

that

fails

to

live

up

to

the

promise

of

his

advertisements. He might fool some people for a little while through misleading

advertising.

He

will

not do so

for long, for mercifully the

public has

the

good

sense

not

to

buy

the

inferior

article

more

than

once.

If

you

see

an

article

consistently advertised, it is the surest proof I know that the article does what is

claimed for it, and that it represents good value.

Advertising does more for the material benefit of the community than any other

force I can think of.

There

is

one

point

I

feel

I

ought

to

touch

on.

Recently

I

heard

a

well-known

television

personality

declare

that

he

was

against

advertising

because

it

persuades rather than informs. He was drawing excessively fine distinctions. Of

course advertising seeks to persuade.

If

its

message

were

confined

merely

to

information

--

and

that

in

itself

would be difficult if not impossible to achieve, for even a detail such as the

choice of the colour of a shirt is subtly persuasive -- advertising would be

so boring that no one would pay any attention. But perhaps that is what the

well-known television personality wants.

51.

By

the

first

sentence

of

the

passage

the

author

means

that

________.

[A] he is fairly familiar with the cost of advertising

[B] everybody knows well that advertising is money consuming

[C] advertising costs money like everything else

[D] it is worthwhile to spend money on advertising

52.

In

the

passage,

which

of

the

following

is

NOT

included

in

the

advantages of advertising?

[A] Securing greater fame.

[B] Providing more jobs.

[C] Enhancing living standards.

[D] Reducing newspaper cost.

53.

The author deems that the well-known TV personality is ________.

[A] very precise in passing his judgment on advertising

[B] interested in nothing but the buyers

’

attention

[C] correct in telling the difference between persuasion and information

[D] obviously partial in his views on advertising

54.

In the author

’

s opinion, ________.

[A]

advertising

can

seldom

bring

material

benefit

to

man

by

providing

information

[B] advertising informs people of new ideas rather than wins them over

cope with a new challenge? Then we are likely to take a more passive role or not

try at all.

[C] there is nothing wrong with advertising in persuading the buyer

[D] the buyer is not interested in getting information from an advertisement

Text 2

There are two basic ways to see growth: one as a product, the other as a process.

People have

generally viewed personal growth as an external result or product

that

can

easily be

identified and

measured.

The

worker who

gets a promotion,

the student whose grades improve, the foreigner who learns a new language -- all

these

are

examples

of

people

who

have

measurable

results

to

show

for

their

efforts.

By contrast, the process of personal growth is much more difficult to determine,

since

by

definition

it

is

a

journey

and

not

the

specific

signposts

or

landmarks

along

the

way.

The

process

is

not

the

road

itself,

but

rather

the

attitudes

and

feelings

people

have,

their

caution

or

courage,

as

they

encounter

new

experiences and unexpected obstacles.

In this process, the journey never

really

ends; there are always new ways to experience the world, new ideas to try, new

challenges to accept.

In order to grow, to travel new roads, people need to have a willingness to take

risks, to confront the unknown, and to accept the possibility that they may

“fail”

at first. How we see ourselves as we try a new way of being is essential to our

ability to grow. Do we perceive ourselves as quick and curious? If so, then we

tend to take more chances and to be more open to unfamiliar experiences. Do we

think

we

’

re

shy

and

indecisive?

Then

our

sense

of

timidity

can

cause

us

to

hesitate, to move slowly, and not to take a step until we know the ground is safe.

Do we

think

we

’

re slow to

adapt

to change or that we

’

re not

smart

enough

to

These

feelings

of

insecurity

and

self-doubt

are

both

unavoidable

and

necessary

if

we

are

to

change

and

grow.

If

we

do

not

confront

and

overcome these internal fears and doubts, if we protect ourselves too much,

then

we

cease

to

grow.

We

become

trapped

inside

a

shell

of

our

own

making.

55.

A

person

is

generally

believed

to

achieve

personal

growth

when

________.

[A] he has given up his smoking habit

[B] he has made great efforts in his work

[C] he is keen on leaning anything new

[D] he has tried to determine where he is on his journey

56.

In the author

’

s eyes, one who views personal growth as a process

would ________.

[A] succeed in climbing up the social ladder

[B] judge his ability to grow from his own achievements

[C] face difficulties and take up challenges

[D] aim high and reach his goal each time

57.

When the author says

“a

new way of

being”

(Line 2~3, Para. 3) he

is referring to ________.

[A] a new approach to experiencing the world

[B] a new way of taking risks

[C] a new method of perceiving ourselves

[D] a new system of adaptation to change

58.

For

personal

growth,

the

author

advocates

all

of

the

following

EXCEPT

________.

[A] curiosity about more chances

[B] promptness in self-adaptation

[C] open- mindedness to new experiences

[D] avoidance of internal fears and doubts

Text 3

In

such

a

changing,

complex

society

formerly

simple

solutions

to

informational

needs

become

complicated.

Many

of

life

’

s

problems

which

were solved by asking family members, friends or colleagues are beyond the

capability

of

the

extended

family

to

resolve.

Where

to

turn

for

expert

information

and

how

to

determine

which

expert

advice

to

accept

are

questions facing many people today.

In addition to this, there is the growing mobility of people since World War

II.

As

families

move

away

from

their

stable

community,

their

friends

of

many

years,

their

extended

family

relationships,

the

informal

flow

of

information

is

cut

off,

and

with

it

the

confidence

that

information

will

be

available

when

needed

and

will

be

trustworthy

and

reliable.

The

almost

unconscious flow of information about the simplest aspects of living can be

cut

off.

Thus,

things

once

learned

subconsciously

through

the

casual

communications of the extended family must be consciously learned.

Adding

to

social

changes

today

is

an

enormous

stockpile

of

information.

The individual now has more information available than any generation, and

the

task

of

finding

that

one

piece

of

information

relevant

to

his

or

her

specific

problem

is

complicated,

time-consuming

and

sometimes

even

overwhelming.

Coupled with the

growing

quantity of information is

the

development

of

technologies

which

enable

the

storage

and

delivery

of

more

information

with

greater

speed

to

more

locations

than

has

ever

been

possible

before.

Computer

technology

makes

it

possible

to

store

vast

amounts

of

data

in

machine-readable

files,

and

to

program

computers

to

locate

specific

information.

Telecommunications

developments

enable

the

sending

of

messages

via

television,

radio,

and

very

shortly,

electronic

mail

to

bombard people with multitudes of messages. Satellites have extended the

power

of

communications

to

report

events

at

the

instant

of

occurrence.

Expertise

can

be

shared

world

wide

through

teleconferencing,

and

problems

in

dispute

can

be

settled

without

the

participants

leaving

their

homes

and/or

jobs

to

travel

to

a

distant

conference

site.

Technology

has

facilitated

the

sharing

of

information

and

the

storage

and

delivery

of

information, thus making more information available to more people.

In

this

world

of

change

and

complexity,

the

need

for

information

is

of

greatest importance. Those people

who have accurate, reliable up-to-date

information to solve the day-to-day problems, the critical problems of their

business, social and family life, will survive and succeed.

“Knowledge

is

power”

may well be the truest saying and access to information may be the

most critical requirement of all people.

59.

The word

“it”

(Line 3, Para. 2) most probably refers to ________.

[A] the lack of stable communities

[B] the breakdown of informal information channels

[C] the increased mobility of families

[D] the growing number of people moving from place to place

60.

The main problem people may encounter today arises from the fact

that ________.

[A] they have to learn new things consciously

[B] they lack the confidence of securing reliable and trustworthy information

[C] they have difficulty obtaining the needed information readily

[D] they can hardly carry out casual communications with an extended family

61.

From the passage we can infer that ________.

[A] electronic mail will soon play a dominant role in transmitting messages

[B] it will become more difficult for people to keep secrets in an information era

[C] people will spend less time holding meetings or conferences

[D] events will be reported on the spot mainly through satellites

62.

We can learn from the last paragraph that ________.

[A] it is necessary to obtain as much knowledge as possible

[B] people should make the best use of the information accessible

[C] we should realize the importance of accumulating information

[D] it is of vital importance to acquire needed information efficiently

Text 4

Personality

is

to

a

large

extent

inherent

--

A-type

parents

usually

bring

about

A-type offspring. But the environment must also have a profound effect, since if

competition is important to the parents, it is likely to become a major factor in

the lives of their children.

One place where children soak up A-characteristics is school, which is, by

its very nature, a highly competitive institution. Too many schools adopt the

“

win

at

all

costs

”

moral

standard

and

measure

their

success

by

sporting

achievements.

The

current

passion

for

making

children

compete

against

their classmates or against the clock produces a two-layer system, in which

competitive

A-types

seem

in

some

way

better

than

their

B-type

fellows.

Being

too

keen

to

win

can

have

dangerous

consequences:

remember

that

Pheidippides, the first marathon runner, dropped dead seconds after saying:

“

Rejoice, we conquer!

”

By

far

the

worst

form

of

competition

in

schools

is

the

disproportionate

emphasis

on

examinations.

It

is

a

rare

school

that

allows

pupils

to

concentrate

on

those

things

they

do

well.

The

merits

of

competition

by

examination

are

somewhat

questionable,

but

competition

in

the

certain

knowledge of failure is positively harmful.

Obviously, it is neither practical nor desirable that all A youngsters change

into B

’

s. The world needs A types, and schools have an important duty to try

to

fit

a

child

’

s

personality

to

his

possible

future

employment.

It

is

top

management.

If

the

preoccupation

of

schools

with

academic

work

was

lessened,

more

time might be spent teaching children surer values. Perhaps selection for the

caring professions, especially medicine, could be made less by good grades

in chemistry and more by such considerations as sensitivity and sympathy. It

is surely a mistake to choose our doctors exclusively from A-type stock. B

’

s

are important and should be encouraged.

63.

According to the passage, A-type individuals are usually ________.

[A] impatient

[B] considerate