考点3 阅读理解

圆学子梦想 铸金字品牌

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考点3 阅读理解

（一） 科普知识类

Passage 1 （2011?全国卷I? B）

The word advertising refers to any kind of public announcement that brings products and services to the attention of people．Throughout history, advertising has been an effective way to promote(促进)the trading and selling of goods．In the Middle Ages，merchants employed ―town criers‖ to read public messages aloud to promote their goods．When printing was invented in the fifteenth century, pages of advertisements (ads) could be printed easily and were either hung in public places or put in books．

By the end of the seventeenth century, when newspapers were beginning to be read by more people, printed materials became an important way to promote products and services．The London Gazette was the first newspaper to set aside a place just for advertising. This was so successful that by the end of the century several companies started businesses for the purpose of making newspaper ads for merchants． Advertising spread quickly throughout the eighteenth century．Ad writers were starting to pay more attention to the design of the ad text．Everything，from clothes to drinks，was promoted with clever methods such as repetition of the firm‘s name or product, words organized in eye-catching patterns，the use of pretty pictures and expressions easy to remember．

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圆学子梦想 铸金字品牌

Near the end of the nineteenth century, companies that were devoted to the production of ads came to be known as ―advertising agencies (广告商)‖ . The agencies developed new ways to get people to think of themselves as members of a group．Throughout the twentieth century, advertising agencies promoted consumerism(消费主义)as a way of life，spreading the belief that people could be happy only if they bought the ―right‖ products. 60．What was advertising like in the Middle Ages? A．Merchants were employed to promote products． B．Ad messages were shouted out in public places． C．Product information was included in books． D．Ad signs were put up in towns．

61．What does the word ―This‖ in Paragraph 2 refer to? A．Advertising in newspapers． B．Including pictures in ads． C．Selling goods in markets． D．Working with ad agencies．

62．The 18th century advertising was special in its______． A．growing spending B．printing materials C．advertising companies D．attractive designs 63. Which of the following might be the best title for the text? A．The Story of Advertising B．The Value of Advertising Designs

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圆学子梦想 铸金字品牌

C．The Role of Newspaper Advertising D．The Development of Printing for Advertising

【文章大意】本文主要讲了广告的历史。从中世纪的广告一直讲到20世纪的广告的情况。

60.【解析】选B。细节理解题。根据第一段可知，在中世纪商人让人把广告大声读出来。由此可知选B。

61.【解析】选A。词义猜测题。根据This前面的内容可知，此处This指在报纸上给广告留出地方这件事。故选A。

62.【解析】选D。推理判断题。根据第三段可知，在18世纪，广告撰写人开始注意广告的内容的设计，为各种产品设计出丰富多彩的广告。故选D。 63.【解析】选A。主旨大意题。本文主要讲了广告的历史。所以选A。 Passage 2 （2011?山东卷? D）

Since the 1970s, scientists have been searching for ways to link the brain with computers. Brain-computer interface (BCI) technology could help people with disabilities send commands to machines.

Recently, two researchers, Jose Millan and Michele Tavella from the Federal Polytechnic School in Lausanne, Switzerland, demonstrated（展示）a small robotic wheelchair directed by a person‘s thoughts.

In the laboratory, Tavella operated the wheelchair just by thinking about moving his left or right hand. He could even talk as he watched the vehicle and guided it with his thoughts.

―Our brain has billions of nerve cells. These send signals through the spinal

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圆学子梦想 铸金字品牌

cord（脊髓）to the muscles to give us the ability to move. But spinal cord injuries or other conditions can prevent these weak electrical signals from reaching the muscles,‖ Tavella says. ―Our system allows disabled people to communicate with external world and also to control devices.‖

The researchers designed a special cap for the user. This head cover picks up the signals from the scalp(头皮) and sends them to a computer. The computer interprets the signals and commands the motorized wheelchair. The wheelchair also has two cameras that identify objects in its path. They help the computer react to commands from the brain.

Prof. Millan, the team leader, says scientists keep improving the computer software that interprets brain signals and turns them into simple commands. ―The practical possibilities that BCI technology offers to disabled people can be grouped in two categories: communication, and controlling devices. One example is this wheelchair.‖

He says his team has set two goals. One is testing with real patients, so as to prove that this is a technology they can benefit from. And the other is to guarantee that they can use the technology over long periods of time. 71. BCI is a technology that can _____.

A. help to update computer systems B. link the human brain with computers C. help the disabled to recover D. control a person‘s thoughts

72. How did Tavella operate the wheelchair in the laboratory? A. By controlling his muscles. B. By talking to the machine. C. By moving his hand. D. By using his mind.

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