Celebrity endorsements
Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers, researchers have discovered that this does not seem to be the case. British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.
In a sample of 298 students, researchers presented a magazine advertisement for a digital camera that was endorsed (为…做广告宣传) by a fictional student claiming the camera was “hot” and his “preferred choice”. The same advertisement was shown to other students, but with a difference: The camera was endorsed by a famous person in Germany.
While the students said that both advertisements were beneficial, the one made by the student topped the celebrity one if students aimed to impress others with their purchases (购买). More than half of the students, who admitted purchasing products that would impress others, said they were influenced by the student’s advertisement. Only 20％ said the celebrity one would affect their buying decision.
Professor Brett Martin of the University of Bath’s School of Management, explained that the findings could be used not only in Germany, but in other countries as well. “ Our research questions whether celebrities are the best ways to sell products,” said Prof Martin.“Celebrities can be effective but we found that many people were more convinced by an endorsement from a fictional fellow student. This is because many people feel a need to keep up with the Jones when they buy.”
【小题1】Some companies think the celebrities endorsement ．
| A．is popular with the consumers |
| B．can pull all the consumers into the shops |
| C．can affect the consumers’ purchasing |
| D．is as effective as an endorsement from common people |
| A．someone called Jones | B．common people |
| C．the Jones family | D．celebrities |
| A．celebrities cheat consumers in advertisement |
| B．the researchers here are against celebrity endorsement |
| C．the student’s ads are more reliable than those made by celebrities |
| D．companies needn’t spend so much money on celebrity endorsement |
| A．a local newspaper | B．a science report |
| C．an academic journal | D．a textbook |
【小题1】C
【小题2】C
【小题3】B
【小题4】D
【小题5】A
解析试题分析：本文讲述的是在销售行业中的名人效应其实效果并不大，用普通人做的广告，也许效果会更好。
【小题1】C 细节题。根据文章第一句Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers,可知很多公司都认为名人效应可以让人们多购买有关的产品。故C正确。
【小题2】C 推理题。根据第一段最后一句British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.可知普通人做的广告可能更有说服力。故C项正确。
【小题3】B 推理题。根据This is because many people feel a need to keep up with the Jones when they buy.”可知这里的the Jones中使用“the+姓的复数形式”表示某某一家人。故B正确。
【小题4】D 推断题。推理题。根据文章第一段最后一句British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.可知普通人做的广告可能更有说服力。那么公司没有必要去邀请名人做广告的，故D正确。
【小题5】A 推理题。本文讲述的是一项社会现象的调查报告的结果，不是科学研究，也不是医学研究更不会出现在教科书里，最可能的是在报纸上出现。故A正确。
考点：考查社会现象类短文阅读
点评：本文讲述的是在销售行业中的名人效应其实效果并不大，用普通人做的广告，也许效果会更好。要求考生在阅读理解整体语篇的基础上，把握文章的真正内涵。要吃透文章的字面意思，从字里行间捕捉有用的提示和线索，这是推理的前提和基础;要对文字的表面信息进行挖掘加工，由表入里，由浅入深，从具体到抽象，从非凡到一般，通过分析、综合、判定等，进行深层处理，符合逻辑地推理。不能就是论事，断章取义，以偏概全。要忠实于原文，以文章提供的事实和线索为依据。
科目：高中英语 来源： 题型：阅读理解
A recent survey of teachers found that an unhealthy passion with celebrity culture is having a negative impact on British students’ studies and it discovered that celebrity couple, the Beckhams, are the favorites among most students. Many students are ignoring building their own careers to seek a chance at fame instead, the Association of Teachers and Lecturers (ATL) survey found.
Almost two-thirds of teachers said sports stars were the type of celebrity many pupils wanted to follow while more than half of students wanted to be pop stars.
The survey said the celebrities that students aspired to mostly were David and Victoria Beckham who live in Los Angeles now. Soccer player Beckham is on the top of the survey while in second place, with almost a third of the survey’s votes, was his 33-year-old pop star wife.
Almost half of the 300 teachers surveyed said pupils tried to look like or behave like the celebrities they most admired, with some girls even dressing "unsuitably".
"We are not surprised about the influence of celebrity culture in schools —it reflects the current media passion with celebrities and the effect of celebrity culture on society as a whole," ATL general secretary Mary Bousted said in a statement.
"Celebrities can have a positive effect on pupils. They can raise pupils’ aspirations and desires for the future. However, celebrity culture can spread the idea that celebrity status is the greatest achievement and reinforce the belief that other career choices are not as valuable," said one primary school teacher. "Too many of the pupils believe that school success is unnecessary, because they will be able to get fame and fortune quite easily through a reality TV show."
The story mainly tells us that ______.
A. the Beckhams are mostly admired in Britain
B. most students think that being pop stars is more valuable than other career achievements
C. the celebrity passion has a harmful impact upon British students’ studies
D. a survey was made recently about the popularity of the stars
According to the survey, Victoria Beckham ______.
A. is a pop star most students admire
B. goes in the second place of the celebrities admired
C. won two-thirds of the votes
D. lives in New York now
Why does the author mention that pupils tried to look like or behave like the celebrities they most admired, with some girls even dressing “unsuitably”?
A. The pupils think it interesting to pretend to be the celebrities.
B. The behavior or the dress of celebrities can be followed as examples.
C. The author wants to show the negative influence these celebrities had on the students.
D. The author just wants to show being pop stars is very valuable to the students.
What is not TRUE according to the story?
A. Celebrities can’t have positive impact on the students.
B. Beckham and Victoria are husband and wife.
C. The so-called celebrity culture does harm to the pupils’ ideas about achievement.
D. Many students believe that school success is unnecessary.
The best title of the story is _____.
Sports Star David Beckham
B. Survey of Students about Celebrities
C Harmful Effect of Celebrities on Students
D. Better to Be Pop Stars Than Sports Stars
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科目：高中英语 来源： 题型：阅读理解
They wear the latest fashions with the most up-to-date accessorise(配饰)。Yet these are ginrls in their teens or twenties but women in their sixties and seventies.A gengration which would once only wear old-fashioned clothes is now faouring the same high street looks worn by those half their age.
Professor Julia Twigg, a social policy expert , said ,“Wimen over 75 are now shopping for clothes more frequently than they old when they were young in the 1960s .In the 1960s buying a coat for a woman was a serious matter . It was an expensive item that they would puechase only every three or four years — now you can pick one up at the supernnackrt whosever you wish to .Fashion is a lot cheaper and peope fet tired of things more quickiy . ”
Fashion designer Angela Barnard ,who runs own fashion business in London ,said older women were much more affected celebrity(名流) style than in previous years .
She said ,“When people see stars such as Judi Dench and Helen Mirren looking attractive and fashionable in their sixties ,they want to follow them . Older women are much more aware of celebrities .There’s also the boom in TV programmes showing people how they can change theiy look,and many of my older customers do roga to stay in shape well in their fifties . When I started my business a fen years ago .my older customers wended to be very rich, but now they are what I would call ordinary women .My own mother is 61 and she wears the latest fashions in a way she would caill ordinsry women .My own mother is 61 and she wears the latest fashions in a way she would never have done ten yeare ago.”
59. Professor Twigg found that ,compared with the 1960s,_______.
A. the price of clothes has generally fallen by 70%
B. the spending on clothes has increased by 5% or 6%
C. people spend 30% less than they did on cotothes
D. the amount of chothes bought has risen by 5% or 6%
60. What can we learn about old women in terms of fashion？
A.They are often ignored by fashion designers .
B. They are now more easily influenced by stars .
C. They are regarded as pioneers in the latest fashion .
D. They are more interested in clothes because of their old age .
61. It can be concluded that old women tend to wear the latest fashions today mainly because.
A. they get tired of things more quickly
B.TV shows teach them how to change look
C. they are in much better shape now
D. clothes are much cheaper than before
62. Which is the best possible title of the passage ?
A. Age Is No Barrier for Fashion Fans
B.The More Fashionable ,the Less Expensive
C.Unexpected Changes in Fashion
D.Boom of the British Fashion Industry
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科目：高中英语 来源：2013-2014学年广东省汕头市高三3月高考模拟英语试卷（解析版） 题型：阅读理解
Celebrities(名人) are more in love with themselves than the average person，according to a new study．
In case anyone needed proof, a new study supports the widely held perception：Famous people are more narcissistic(自我陶醉的)，which means they are more in love with themselves than the average person is．That is the conclusion drawn by Drew Pinsky and S．Mark Young of the University of Southern California，whose study of 200 celebrities will appear in the Journal Of Research in Personality．
It is not the entertainment industry that turns stars into narcissists，the study found．Rather, it suggests，the self-adoring(自恋的)people seek jobs in show business．The study, whose subjects were a11 celebrities from Pinsky’s‘Loveline’radio show, found that reality TV stars were the most narcissistic of all celebrities．Female stars were also more likely than the male stars to exhibit narcissistic characteristics．
It’s “common sense” that celebrities are narcissists，said Jeremy Ritzlin，a longtime Hollywood psychologist who has not seen the study．“Everyone knows famous people are really in love with themselves，”he said．“So it would be natural for narcissists to be attracted toward the stage and spotlight，where other people will also think highly of them．”
Pinsky, an assistant clinical professor of psychiatry at USC’S Keck School of Medicine，said narcissists desire attention，are overconfident，behave strangely and lack sympathy．“However, they are easily-liked，especially on first meeting，are outgoing and perform well in public，” added Pinsky, who has hosted the radio show“Loveline”for 20 years．
Celebrity guests appearing on the program were randomly chosen to participate in the study．They anonymously(匿名地)took the Narcissistic Personality Inventory test．which rates self-love levels based on seven components：superiority, exhibitionism，entitlement，vanity，authority, exploitativeness，and self-sufficiency．
1.Who are most likely to be self-adoring in the study?
A．The women stars． B．The men stars
C．The average people． D．It is not mentioned in the passage．
2.According to the forth paragraph．the fact “celebrities are narcissists” .
A．is common in the entertainment industry
B．is a misunderstanding of Jeremy Ritzlin
C．is known to most of the people
D．is unreal on the stage
3.According to Pinsky, narcissists may NOT .
A．hope to attract attention
B．be kind to poor people
C．believe in themselves
D．be liked by others easily
4.How were the celebrities surveyed in the study?
A．They were interviewed by Drew Pinsky and S．Mark Young．
B．They were invited to the University of Southern California．
C.They appeared on Pinsky’s‘Loveline’radio show．
D．They took the Narcissistic Personality Inventory test．
5.The author of this passage wants to tell US ．
A．how psychologists make a study
B．how entertainment industry produces celebrities
C．how people think of the famous stars
D．how celebrities feel about themselves
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科目：高中英语 来源：2010-2011学年湖北天门市高考模拟英语试题（三） 题型：阅读理解
The wedding between Prince Wiliam and Kate Middleton on April 29 has focused the world’s camera lenses (镜头) on the UK.
In Britain, there is a constant debate about the relevance (相关性) of the royal family to modern British society. However, Windsor (the family name of the British Royal Family) and Middleton have been seen to represent a more modern, forward-looking nation.
Nigel Baker, the British ambassador to Bolivia, believes that the royal wedding is “about modern Britain”. “The estimated 2 billion spectators across the world will see that Britain is one of the most culturally and ethnically diverse nations in the world, home to 270 nationalities speaking 300 different languages, founded on tolerance and respect for difference,” wrote Baker on his blog.
According to Baker, the wedding could help viewers to see “why Britain is one of the most dynamic and creative countries in the world”: The television on which most people watched the event was invented by John Logie Baird, a Briton, and the World Wide Web that broadcast the event to millions more was invented by another Briton, Tim Berners-Lee.
The guests who attended the wedding ceremony gave more than a few clues as to the nature of modern Britain. David and Victoria Beckham represent Britain’s obsession (着迷)with football and celebrity.
Leaders from different religious backgrounds supported Baker’s comments on the multicultural nature of modern British society.
Before the wedding, David Elliott, arts director of the British Council China, agreed that the wedding would be a showcase for modern Britain: “I think, and hope, that it (modern British influence) would be values like openness, multiculturalism, creativity, sense of humor and the traditional British sense of fair play,” he said.
Furthermore, events such as the Olympics in London in 2012 may also increase people’s sense of Britishness.
According to a poll published in Daily Telegraph, more than a third of people in the UK admitted they felt “very British” when watching the Olympics.
1.. What is the point of the article?
A. To introduce Prince William’s wedding arrangements in detail.
B. To comment on the significance of the royal wedding.
C. To question the relevance of the royal family in modern British society.
D. To explain why the royal wedding is linked with the 2012 Olympics.
2.. What can be concluded from the article?
A. Some say that the royal wedding is a reflection on modern Britain.
B Some think the royal wedding shows Britain’s multiculturalism and sense of fair play.
C.About 2 billion people across the world will see the wedding ceremony online.
D. Britons are obsessed with football due to the influence of David Beckham.
3.. Why is the inventor of the World Wide Web mentioned?
A. To inform readers about some well-known British inventors.
B. To point to the importance of the World Wide Web for the wedding.
C. In support of the idea that Britain is a nation of creative and original people.
D. To encourage people to watch the wedding on the Internet.
4.. According to the article, both the 2012 Olympics and the royal wedding .
A. have increased the British sense of national identity
B. have promoted traditional British values
C. represent a more modern Britain
D. have encouraged the interest of Britons in Football
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科目：高中英语 来源：20102011江西南昌高三第三次模拟测试英语试题 题型：阅读理解
[l] Imagine waking up to a world where China is the world's leading superpower, astronauts are busy walking on Mars and a brand new political party is ruling the UK? Well, this could be die reality in 14 years if some of the predictions of 100,000 Britons are correct．
[2]The survey asked the people of the UK how they pictured the world in 2025．
[3] Nearly half believe Prince William will be crowned King of England instead of Prince Charles although one in six think the monarchy （君主制度） will have been abolished．A quarter of those surveyed believe a new party will form the government in 2025 although the same number of people think that Labor will be back in power．
[4]On the world stage 60 per cent think China is set to become the world's leading superpower, while a third of us think Great Britain will be made up of four self- governed countries．
[5] Meanwhile technology will have come on in leaps and bounds．Four percent are optimistic that there will be a permanent human base on Mars while one in ten expect a colony of humans to be living in space．More than half questioned in the MSN study predict people will watch all their favorite shows via TV sets hooked up to the Internet．Two - thirds believe cosmetic surgery（整容手术） will have become
common place and one in six think we will look after our own health using computers rather than .
[6]But at least we can amuse ourselves with the daily comings and goings of pop singers and reality stars, as more than half thinks that “celebrity（明星）”will be a registered profession.
1.What is the main idea of the text?(less than 10 words)
2.According to the passage, finish the following sentence, （less than 4 words）
The majority of people questioned in the survey believed that China would play___________in the world in 14 years．
3.Fill in the blank in Paragraph 5 with proper words, （less than 6 words）
4.What did more than 30 percent of the people surveyed think about the UK? （less than 10 words）
5.What does the underlined word in the third paragraph refer to? （less than 8 words）
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