A uses fingerprints
B is the real key
C provides sample fluid
D is very accurate
5. the power of the new forensic technology is shown in the fact that it can
A work out a result even without the suspect’s cooperation
B eliminate more suspects than identify them
C make use of evidence several thousand years later
D take s sample of the suspect’s body fluid by force
Text 4
Rebel uprising kills seventy! Plane crash leaves no survivors! Rock star dies of overdose!
Evening newscasts and metropolitan newspapers scream the bad news, the sensational, and the action.
Audiences of today focus upon the sensational action, the violence, the loss, the terror, individually, our lives are redirected, our worlds reshaped, and our images changed. While wary of danger of change, we human beings surrender daily to exploitation oh values, opportunities, and sensitivity. The evolution has brought us to the point that we believe little of what is presented to us as good and valuable; instead, we opt for suspicion and disbelief, demanding proof and something for nothing.
There in lies the danger for the writer seeking to break into the market of today. Journalists sell sensationalism—information as action. The journalist who loses sight of the simple truth and opts only for the sensation loses the audience over the long run. Only those seeking a short-term thrill are in following the journalistic thinking.
How, then do we capture the audience of today and hold it, when the competition for attention is so fierce The answer is writing to convey action, and the way to accomplish this is a simple one—action verbs.
The writer whose product suspends time for the reader or viewer is the successful writer whose work is sought and reread. Why
Time often will melt away in the face of the reality of life’s little responsibilities for the reader. Instead of puzzling over a more active, and accurate verb, some journalists often limp though passive voice and useless tense to squeeze the life out of an action-filled world and fill their writing with missed opportunities to appeal to the reader who seeks that moment of suspended time.
Recently, a reporter wrote about observing the buildings in a community robbed by rebel uprising as “thousands of bullet holes were in the hotel”. A very general observation. Suppose he had written, “The hotel was pocked with bullet holes.” The visual image conjured up by the latter is far superior to the former. Here is the reader…comfortable in the easy chair before the fire with the dog at his feet. The verb “pocked” speaks to him.
The journalist missed the opportunity to the reality.
1. This passage provides information to support which of the following
A Journalists of today find excitement that they convey to their readers.
B The need for accurate reporting is obvious in the lack of human-interest stories.
C In order to appeal to the public, one must write only about sensational topics.
D Writing that is not lively escapes the reader’s imagination.
2. The journalist eager to succeed and capture the reader’s attention will _______ .
A exploit the short attention span and sensationalize
B report only the familiar incidents in order to achieve the transfer of understanding
C attempt to spice to writing with contrived incidents that will fit the current situation
D utilize events and actions ti transport the reader to the incident at hand
3. The passage suggests that readers are affected by which one of the following
A Dull writing.
B International incidents.
C Active writing.
D Local current event.
4. According to the author, which of the following might be true of journalists
A Most journalists are eager to report the truth.
B Journalists only want to exploit the readers.
C Language is the tool of journalists.
D Language seek the easy way out.
5. The title of the article might be ______ .
A Audience Distracted by Journalists
B Journalists Sensationalism Sellers
C Return to Vivid Description
D How to Become a Competent Reporter
Unit 13
Directions
Read the following text Answer the questions below each text by choosing A,B,C or D. Mark your answer on ANSWER SHEET 1 (40 points)
Text 1
When Rupert Murdoch sees beams of light in the American advertising market, it is not necessarily time to reach for the sunglasses. Last October, when the impact of September 11th was only beginning to tell, the boss of NewsCorp, a media group, had already identified “strong rays of sunshine”. With ad sales still languishing, Mr. Murdoch declared last month that “there are some hints of a modest upswing in the U.S. advertising markets’. His early optimism turned out to be misplaced. Now, however, other industry observers are beginning to agree with him.
Advertising usually exaggerates the economic cycle falling sharply and early in a downturn, and rebounding strongly once the economy has begun to recover. This is because most managers prefer to trim their ad budgets rather than their payrolls, and restore such spending only once they feel sure that things are looking up. Last year, America’s ad market shrank by 9.8%,according to CMR, a research firm. Although ad spending has not yet recovered across all media, some analysts now expect overall ad spending to start to grow in the third quarter.
The signs of improvement are patchy, however. Ad spending on radio and television seems to be inching up—advertising on American national radio was up 2% in January on the same period last year, according to Aegis—while spending on magazines and newspapers is still weak. Even within any one market, there are huge differences; just pick up a copy of one of the now-slim line high-tech magazines that once bulged with ads, and compare it with the hefty celebrity or women’s titles. Advertisers in some categories, such as the travel industry, are still reluctant to buy space or airtime, while others, such as the car and movie businesses, have been bolder. The winter Olympics, held last month in Salt Lake City, has also distorted the spending on broadcast advertising in the first quarter.
Nonetheless, there is an underlying pattern. One measure is the booking of ad spots for national brands on local television. By early March, according to Mr. Westerfield’s analysis, such bookings were growing fast across eight out of the top ten adverting sectors, led by the financial and motor industries, UBS Warburg now expects the “upfront” market, which starts in May when advertisers book advance ad spots on the TV networks for the season in September, to be up 4% on last year. On some estimates, even online advertising could pick up by the end of the year.
1. What dose the author mean by “it is not necessarily time to reach for the sun glasses” (paragraph 1)
A The sunshine is not terribly strong.
B The season is not summer, but autumn.
C The economy needs a little protection.
D The real recovery has yet to take place.
2. When Mr. Murdoch speaks of “some hints of a upswing”, he is ______ .
A exaggerating the situation
B being too cautious
C underestimating the development
D probably describing the reality
3. Which of following is true according to the text
A Advertising follows the movement of economic cycle.
B Company managers will cut salary during economic downturn.
C CMR was wrong about last year’s U.S. ad market.
D Advertising spending will start growing before the economy.
3. Strong signs of improvement are visible in the advertising of _____ .
A high-tech magazines and sports industry
B celebrity magazines and travel industry
C women’s magazines and car industry
D movie industry and high-tech magazines
4. What is the author’s view of the prospect of U.S. advertising market
A Recovery will be slow.
B There will be a big jump.
C Patchy improvement will occur.
D The situation will remain pessimistic
Text 2
The Web, as invented by Tim Berners-Lee in 1992, introduced browsing to the world－certainly a big step up from the obscure, text-based procedures used to navigate the Internet back then. But the Web presents a major drawback to see when new content has been added to a Web page, you must surf the site.
What if the site surfed for you instead That’s the thinking behind “push” technology. The word “push” is a bit misleading, since what is actually happening is “timed pull.”
Push is a system by which information automatically flows to your machine, removing the inconvenience of clicking on a hyperlink. With push, you subscribe to “channels” that provide such content as regular stock information, news headlines and software updates, while you sit back and watch the content come to you. Push removes the requirement for user interaction, completely, making information appear on the screen as if it were being broadcast like a TV show.
All of this is great, except for one thing Push isn’t any safer than pull.
In the beginning, everyone agreed that material downloaded from the Net may conceal a virus or be a Trojan Horse that appears to be doing something useful while it is actually doing something evil. Automating things, as in the case of push, doesn’t make it less dangerous. Push offers interesting functionality, but security issues have yet to be properly addressed. How do you know that the information a push server is sending you is safe How do you know that the update that was just pushed onto your PC was really from the company that developed the software
One danger comes from spoofing. The idea of spoofing is pretty simple Someone feeds you false information masquerading as the truth. Spoofing with push can be particularly dangerous. For example, many people rely on PointCast by PointCast, Inc. to get news headlines and stock quotes. In fact, on its Web site, PointCast says “News from trusted sources PointCast broadcasts national and international news, stock information, industry updates, whether from around the globe, sports scores, and more, from sources like CNN, CNNfn, Time, People, and Money magazines, Business Wire, PR Newswire, Reuters, Sportsticker, and Accu－Weather!”
Let’s say an attacker wants to buy some stock cheaply. He picks a target to whom he feeds incorrect PointCast data about the stock he wants to buy. If the attacker makes the stock price appear high enough, eventually everyone will want to sell. But why stop at one stock Why not make the whole market bubble then burst Cheap stock galore. Many variations on this theme are possible. Any time large numbers of people trust a news source, and that source can be invisibly hijacked, the potential for trouble exists. This risk can be mitigated by strong authentication and data integrity mechanisms.
The attack situation sketched above can be addressed with proper authentication and data integrity mechanisms. You have to know for sure where important data come from, and that these have not been tampered en route. As a user of push, there is not much you can do to improve your own security besides educating yourself about these risks and which vendors have the best approaches, so you can make an informed decision about the use of new technologies.
1. According to the author, the invention of the Web
[A] is certainly an important although it presents a difficulty.
[B] is causing a great many problems despite its usefulness.
[C] is a bit misleading especially in the case of push.
[D] is something one must avoid when one deals with stock.
2. The idea of push technology is to
[A] pull information form the Internet for hours.
[B] surf the site to see what content has been added.
[C] push back the documents to the computer.
[D] let information appear on the screen automatically.
3. From this article we can infer that push technology is
[A] convenient and reliable. [B] ideal but not feasible.
[C] great but dangerous. [D] treacherous and misleading.
4. The phrase “Trojan Horse” (Para. 5) most probably refers to
[A] a disguised blessing. [B] a concealed peril.
[C] a cornered beast. [D] a winged horse game.
5. The author mentions “PointCast” as an instance to show that
[A] PointCast, Inc. has recently become a bubble company.
[B] PointCast has forfeited its time-honored reputation.
[C] one must find a news source which he can rely upon.
[D] a reliable news source may be made to commit a fraud.
Text 3
Those who aim high may fail, but it is a failure more honorable than the success of those who aim low. And it may achieve far more. To fail is to achieve the unexpected. But it is still an achievement, however unintentional. There is no way of failing utterly.
Perhaps there is no way of failing at all. Perhaps there are only ways of changing one’s destination, or of misreading a traffic sign that stands before a new major road in our careers. (Even the stop signs do not mean “Abandon the journey”; they mean “Wait before proceeding.” They may mean care; they never mean cowardice. They often require a new direction.)
What of dead ends It is impossible to arrive at one without having traveled－and travel is an achievement. Furthermore, every dead-end street has one end open; the way in is also a way out. It may not be the only way out some creatures burrow out of dead ends; some climb the walls; some fly. So a check is not a failure.
He who will not surrender cannot be defeated, no matter what the odds against him, no matter how untenable his position appears. Sometimes what we learn from “failure” is that we have been fighting the wrong battle, or traveling in the wrong direction. To discover this is a major victory. Viewed long afterward, when we have traveled so far beyond an apparent failure that we can look back on it and see it in the context of its future, a defeat may be revealed as a victory, when we come to understand.
He who attempts and fails has nevertheless achieved something an attempt－a venture－an endeavor. And this is real a venture is a whole thing. Success and failure are separate things, which neither qualify nor disqualify the venture. Because every endeavor is a complete event, independent of its outcome, there is more honor in venturing gloriously than in venturing ingloriously. The outcome merely ends the chapter; but the way we live our life-story is what matters, not the way each chapter ends. A new chapter begins at once.
Who knows what failure is, or success Can any human being understand so subtle and mysterious a thing To evaluate a singe step in any human life, we need to understand where that life is going－and we don’t. Yet we confidently glorify what we call victory but not what we call defeat.
History blazes with the names of people who failed often before they reached their victories; their failures actually powered their success. Defeat neither finished nor diminished them; it armed and armored them. Van Gogh had failed in several careers before he began to paint－and even after he had succeeded magnificently, he thought he had failed. So we need to recognize our own successes, and to do so when we see them, not when other people say they see them. What do other people know about the deep things that move us Rembrandt was painting masterpieces when the world thought he was a failure. He knew better.
