Amtrak（美国铁路客运公司）was experiencing a downswing in ridership（客运量）along the lines comprising its rail system. Of major concern to Amtrak and its advertising agency DDB Needham, were the long-distance western routes where ridership had been declining significantly.

　　At one time, trains were the only practical way to cross the vast areas of the west. Trains were fast, very luxurious, and quite convenient compared to other forms of transportation existing at the time. However, times change and the automobile became America's standard of convenience. Also, air travel had easily established itself as the fastest method of traveling great distances. Therefore, the task for DDB Needham was to encourage consumers to consider other aspects of train travel in order to change their attitudes and increase the likelihood that trains would be considered for travel in the west.

　　Advertisements showed pictures of the beautiful scenery that could be enjoyed along some of the more famous western routes and emphasized the romantic names of some of these trains (Empire Builder, etc.). These ads were strategically placed among family-oriented TV shows and programs involving nature and America in order to most effectively reach target audiences. Results were impressive, the Empire Builder, which was focused on in one ad, enjoyed a 15 percent increase in profits on its Chicago to Seattle route.

(1) What's the author's purpose in writing this passage?

[　　]

A．To show the inability of trains to compete with planes with respect to speed and convenience.

B．To stress the influence of the automobile on America's standard of convenience.

C．To emphasize the function of travel agencies in market promotion.

D．To illustrate the important role of persuasive communication in changing consumer attitudes.

(2) It can be inferred from the passage that the drop in Amtrak ridership was due to the fact that ________.

[　　]

A．trains were not suitable for short distance passenger transportation

B．trains were not the fastest and most convenient form of transportation

C．trains were not as fast and convenient as they used to

D．trains could not compete with planes in terms of luxury and convenience

(3) To encourage consumers to travel by train, DDB Needham emphasized ________.

[　　]

A．the freedom and convenience provided on trains

B．the practical aspects of train travel

C．the adventurous aspects of train trips

D．the safety and cleanliness of train trips

(4) The train ads were placed among family-oriented TV programs involving nature and America because ________.

[　　]

A．they could focus on meaningful travel experiences

B．they could increase the effectiveness of the TV programs

C．their profits could be increased by some 15 percent

D．most travel-lovers and nervous fliers were believed to be among the audiences

阅读理解

　　With the development of material prosperity (繁荣), advertisements have become more important in our daily life.

　　Advertisements give the newest information about products. If there were no advertising, consumers could not know about goods in their nearby shops. An advertisement helps sell to a bigger market. Therefore, as more goods are sold, they are cheaper. Advertisements also provide money for newspapers , magazines , radio and TV stations , etc.

　　But there are also some opinions against advertising. Some people think that advertisements do not give much in- formation but only try to persuade to buy. They cause a demand for goods that are not really needed. Besides, advertising adds to the price of goods.

　　 Actually, every coin has two sides. Advertising is no exception. But in today' s world, advertising is not only necessary but also helpful.

(1)Advertisements have become more and more important because ________.

［　　］

A．consumers wouldn't buy any goods in their daily life

without them

B．the more goods the shops sell , the cheaper they will be

C．they have a lot of advantages

D．newspapers , magazines , radio and TV stations get money by advertising

(2)Some people oppose advertising because it ________.

［　　］

A．adds to the price of goods

B．helps sell more goods

C．leads to a demand for necessary goods

D．give too much information

(3)What is the writer's attitude to advertising?

［　　］

A．He is against it.

B．He is for it.

C．He thinks it unnecessary.

D．The writer's attitude is not easy to see.

(4)“Advertising is no exception”means advertising ________

［　　］

A．has two sides--the good and the bad

B．has the right side and the dark side

C．has the right side and the wrong side

D．is just like a coin with the exception of their uses

A.　　  will often see　　　　   　　　　　　   　　   

B.　　  often see

C.　　  are often seeing　　  　　　　　　   　　　　　　  

D.　　 have often seen