填空式考研英语阅读练与析5
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Directions:In the following article， some sentences have been removed. For Questions 1-5， choose the most suitable one from the list A—G to fit into each of the numbered blank. There are two extra choices， which do not fit in any of the gaps.
During the early stages of the Industrial Revolution，1) ___________________. But when factory production got into full swing and new products，e．g．processed foods，came onto the market，national advertising campaigns and brand naming of products became necessary．Before large-scale factory production，the typical manufacturing unit had been small and adaptable and the task of distributing and selling goods had largely been undertaken by wholesalers．The small nonspecialised factory which did not rely on massive investment in machinery had been flexible enough to adapt its production according to changes in public demands．
2) ___________________. From the beginning of the nineteenth century until the 1870s，production had steadily expanded and there had been a corresponding growth in retail outlets．But the depression brought on a crisis of overproduction and underconsumption—manufactured goods piled up unsold and prices and profits fell．Towards the end of the century many of the small industrial firms realized that they would be in a better position to weather economic depressions and slumps if they combined with other small businesses and widened the range of goods they produced so that all their eggs were not in one basket．They also realised that they would have to take steps to ensure that once their goods had been produced there was a market for them．This period ushered in the first phase of what economists now call ‘monopoly capitalism’，which，roughly speaking，refers to the control of the market by a small number of giant，conglomerate enterprises．Whereas previously competitive trading had been conducted by small rival firms，after the depression the larger manufacturing units and combines relied more and more on mass advertising to promote their new range of products．
A good example of the changes that occurred in manufacture and distribution at the turn of the century can be found in the soap trade．From about the 1850s the market had been flooded with anonymous bars of soap，produced by hundreds of small manufacturers and distributed by wholesalers and doortodoor sellers．3) ___________________. For instance， the future Lard Leverhulme decided to brand his soap by selling it in distinctive packages in order to facilitate recognition and encourage customer loyalty．
Lard Leverhulme was one of the first industrialism to realise that advertisements should contain logical and considered arguments as well as eyecatching and witty slogans．4) ___________________. For example，one contemporary Pears soap ad went into great detail about how the product could enhance marital bliss by cutting down the time the wife had to spend with her arms in a bowl of frothy suds．And an ad for Cadbury’s cocoa not only proclaimed its purity but also detailed other benefits：‘for the infant it is a delight and a support；for the young girl， a source of healthy vigour；for the young miss in her teens a valuable aid to development…’and so on．As the writer E．S．Turner rightly points out，the advertising of this period had reached the‘stage of persuasion as distinct from proclamation or iteration’．5) ___________________.
［A］The leading companies develop more aggressive selling methods such as keeping contact with their customers.
［B］Indeed advertise or bust seemed to be the rule of the day as bigger and more expensive campaigns were mounted and smaller firms who did not， or could not， advertise， were squeezed or bought out by the larger companies.
［C］ But the economic depression which lasted from 1873 to 1894 marked a turning point between the old method of industrial organization and distribution and the new．
［D］advertising was a relatively straightforward means of announcement and communication and was used mainly to promote novelties and fringe products．
［E］Competition grew steadily throughout the latter half of the century and eventually the leading companies embarked on more aggressive selling methods in order to take customers away from their rivals．
［F］Contemporary products also display details of the main ingredients.
［G］Many advertisers followed his lead and started to include ‘reasonwhy’copy in their ads．
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答案及详解
1.D。“工业革命初期的广告主要用于新奇和装饰性的产品”与后句中的national compaigns and brand-naming of products became necessary对照，我们可知此时的广告应用还不是很普及，所以选D。
2.C。承上启下句，广告开始发出重要演变(“a turning point”。)
3.E。从后面一家公司通过采取独特的包装方法销售肥皂，而顾客在选择时能轻易辨别出来的实例中可知大公司开始了更强有力的推销手段，所以选E。
4.G。第四段论述了大公司如何通过广告以及广告方式提高竞争力，上一句指出Lard leverhulme意识到广告标语“吸引眼球”与富有情趣的重要性。下一句通过肥皂和可乐的广告词，表明现代的广告越来越重视对产品作用的描述。
5.B。总结全文，做广告已成为现代商业社会的法则，许多负担不起大规模或昂贵广告的公司只有被并购或者逐渐萎缩。
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中心思想
本文论述了广告的演变历史，工业革命初期，广告主要用于新奇或装饰性产品，接着大公司开始采取越来越强有力的推销手段。现代社会，广告更是成功决定商家命运的重要竞争力之一。
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Directions:In the following article， some sentences have been removed. For Questions 1-5， choose the most suitable one from the list A—G to fit into each of the numbered blank. There are two extra choices， which do not fit in any of the gaps.
If the 20th century has been the American century， then there are plenty of people saying watch this space: the twenty-first century will be different. The distinguishing characteristic of the post-cold-war world is that there is only one superpower. 1) ___________________.
The military muscle-flexing we have seen from China over the last few years could be an indication of how things are likely to go， although it has to be said that to many people’s surprise the Chinese have been quite constructive over East Timor. But I think we must assume that the main struggle in the 21st century will be with China， already the world’s largest nation. Happily， the Chinese seem to have no global pretensions One can’t see them interfering in some far-distant conflict， and in both military and economic terms they are still light years behind America.
2) ___________________.
Europe is already the largest trading block in the world， 3) ___________________. It’s worth remembering that while Europe spends 60 per cent of what the USA does in defence， it has only 10 per cent of the Americans’ firepower.
In the Middle East， in a relatively short space of time， bubbling conflicts have moved closer to resolution. The Arab-Israeli dispute has been reduced to its core essentials， while agreement between Syria and Israel remains the strategic prize for peace. Iran is undergoing a slow transformation but the outstanding political issue here is Iraq and Saddam Hussein’s extraordinary survival. The international community remains bitterly divided about what to do.
Africa， I fear， is going to remain a disaster area ，simply because it does not figure on people’s mental maps. Currently there is war raging in six countries around the Congo ， yet there’s very little sense the international community will do anything about it. There is， though， some good news. If you look back a year ago to Algeria， it was drowning in its own blood. Now it seems to be back on the right track.
4) ___________________. For many years the non-proliferation regime actually worked surprisingly well， but India and Pakistan going nuclear has been a great blow to the status quo. And now there are new biological and chemical weapons—undreamed-of horrors—not to mention the whole legacy of the cold war which hasn’t been cleaned up， such as Russian nuclear waste in the Arctic.
The fundamental problem is that there are countries that are simply being left behind by the onward march of globalisation. Global issues such as the environment and drugs—and perhaps even human rights — are going to come much more to the fore. 5) ___________________.
［A］It is called to be an economic giant， especially when the euro has been issued.
［B］but while the euro could help it become an economic giant， and even challenge the dollar， it looks likely to remain a political and military pygmy.
［C］And there’s only one candidate on the horizon to challenge the US — China.
［D］As the world shrinks， so we shall have an increasing sense of the need for an international humanitarian order. Globalisation may be a good thing， but it has a dark underbelly.
［E］Russia is a powerful country which owns military superiority
［F］We must also assume the continued decline of Russia. It shows how far things have gone (and how quickly) when what was once the second most powerful country in the world is being battered by Islamic rebels from the Caucasus. Now we have a Russian state which simply cannot cope.
［G］I do think arms control will be a big item on the agenda in future.
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答案及详解
1. C。文章开头就提出“20世纪是美国的世纪，冷战后只有一个超级大国”，而从下文第二段的开始我们可以看到，作者对中国在军事外交等方面显示出的力量表示赞扬，由此可以推断出，此处需要一个由“美国的世纪”平滑过渡到对中国的实力的重视上去，所以选项C“而且只有一个国家有可能会挑战美国，那就是中国”。正好满足了这个过渡条件。
2. F。 空处根据下文衔接可以推断出是在评价世界其他各国的经济军事实力，而第四段主要讨论了欧盟的，军事方面的弱势，所以此处适宜，举一个军事实力强大而经济发展不尽如人意的国家，选项F对俄罗斯的概括分析正好符合上
下文的要求为正确答案。
3. B。 空处，从上下文推断是关于欧洲的经济的评价，这一段最后一句的“only”表明作者并不看好欧洲的经济发展，从选项中可以看到有两项是关于欧洲经济的一个认为。自从欧元发行后，欧洲经济巨人的地位进一步巩固了而另一个则用“but”一转，指出、虽然欧元有可能使之成为经济巨人，但是仍然是政治和军事的侏儒。与下文欧美防工开支的对比，丝丝入扣，合情合理。
4. G。 在讨论了中东和非洲的战患后，作者很自然转入了军备问题，提出核武器，生化武器，以及冷战遗留问题等等，此处空白需要一个提纲挈领的句子，而选项G正符合了这一要求。
5. D。 作者在最后总结全文，提出根本问题是全球化过快引致的，选项D中正好也提到了全球化，再进一步分析上下文的褒贬口气，不难确定这个就是符合要求的正确选项。
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中心思想
本文主要讨论了在二十一世纪，什么才是影响人类社会发展的主要因素，在分别否定了美国一擎撑天，中国不愿称霸，俄罗斯与欧洲发展不平衡以及中东非洲的战祸连连后，作者总结认为，在大力控制军备问题的同时，一定要着重关注全球化的进程问题，全球化是一把悬在人类头上的达摩克利斯之剑。
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