In this section you will hear a mini-lecture. You will hear the lecture ONCE ONLY. While listening, take notes on the important points. Your notes will not be marked, but you will need them to complete a gap-filling task after the mini-lecture. When the lecture is over, you will be given two minutes to check your notes, and another ten minutes to complete the gap-filling task on ANSWER SHEET ONE. Some of the gaps may require a maximum of THREE words. Make sure the word (s) you .fill in is (are) both grammatically and semantically acceptable. You may refer to your notes while completing the task. Use the blank sheet for note-taking. Critical Reading Towards Critical Writing Critical writing depends on critical reading. Doing careful critical reading of sources and 1 them critically can help you to write your own analysis of this subject. Ⅰ. Critical Reading: What Is It A. To read critically is to 2 about how a text is argued. B. The key: — Don’t read looking only or primarily for information. — Do read looking for 3 about the subject matter. Ⅱ. How Do We Read Looking for Ways of Thinking A. Determine the 4 or purpose of the text. B. Make some judgments about context. C. Distinguish the kinds of 5 the text employs. D. Examine the 6 the text employs. E. Assess the 7 of an argument. Ⅲ. Some Practical Tips A. Critical reading occurs after some 8 of reading. B. Highlighting a text or taking notes from it — Teach yourself to highlight argument. — Don’t let yourself foreground and isolate facts and examples. C. Paying attention to context is a fundamental critical move. D. Use the 9 critically. E Critical reading skills are also 10 skills.
Fast-food firms have to be a thick-skinned bunch. Health experts regularly lambaste them for peddling food that makes people fat. Critics even complain that McDonald’s, whose golden arches symbolise calorie excess, should not have been allowed to sponsor the World Cup. These are things fast-food firms have learnt to cope with and to deflect. But not perhaps for much longer. The burger business faces more pressure from regulators at a time when it is already adapting strategies in response to shifts in the global economy. Fast food was once thought to be recession-proof. When consumers need to cut spending, the logic goes, cheap meals like Big Macs and Whoppers become even more attractive. Such "trading down" proved true for much of the latest recession, when fast-food companies picked up customers who could no longer afford to eat at casual restaurants. Traffic was boosted in America, the home of fast food, with discounts and promotions, such as $1 menus and cheap combination meals. As a result, fast-food chains have weathered the recession better than their pricier competitors. In 2009 sales at full-service restaurants in America fell by more than 6%, but total sales remained about the same at fast-food chains. In some markets, such as Japan, France and Britain, total spending on fast food increased. Same-store sales in America at McDonald’s, the world’s largest fast-food company, did not decline throughout the downturn. Panera Bread, an American fast-food chain known for its fresh ingredients, performed well, too: its boss, Ron Shaich, claims this is because it offers higher-quality food at lower prices than restaurants. But not all fast-food companies have been as fortunate. Many, such as Burger King, have seen sales fall. In a severe recession, while some people trade down to fast food, many others eat at home more frequently to save money. David Palmer, an analyst at UBS, a bank, says smaller fast-food chains in America, such as Jack in the Box and Carl’s Jr. , have been hit particularly hard in this downturn because at the same time they are "slugging it out with a global powerhouse" in the form of McDonald’s, which ramped up spending on advertising by more than 7% last year as others cut back. Some fast-food companies also cannibalised their own profits by trying to give customers better value. During the recession companies set prices low, hoping that once they had tempted customers through the door they would be persuaded to order more expensive items. But in many cases that strategy backfired. Last year Burger King franchisees sued the company over its double-cheeseburger promotion, claiming it was unfair for them to be required to sell these for $1 when they Cost $1.10 to make. In May a judge ruled in favour of Burger King. Nevertheless, the company may still be cursing its decision to promote cheap choices over more expensive ones because items on its "value menu" now account for around 20% of all sales, up from 12% lust October. Analysts expect the fast-food industry to grow modestly this year. But the downturn is making them rethink their strategies. Many companies are now introducing higher-priced items to entice consumers away from $1 specials. KFC, a division of Yum! Brands, which also owns Taco Bell and Pizza Hut, has launched a chicken sandwich that costs around $ 5. And in May Burger King introduced barbecue pork ribs at a hefty $ 7 for eight. The word "cannibalised" in Paragraph 5 probably means
A. cut down.
B. put down.
C. stepped up.
D. maintained.