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Passage 19 Advertisement can be thought of "as the means of making known in order to buy or sell goods or services". Advertisement aims to increase people’s awareness and arouse interest. It tries to inform and to persuade. The media are all used to spread the message. The press offers a fairly cheap method, and magazines are used to reach special sections of the market. The cinema and commercial radio are useful for local market. Television, although more expensive, can be very effective. Public notices are fairly cheap and more permanent in their power of attraction. Other ways of increasing consumer interest are through exhibitions and trade fairs as well as direct mail advertisement. There can be no doubt that the growth in advertisement is one of the most striking features of the western world in this century. Many businesses such as those handling frozen foods, liquor, tobacco and medicines have been built up largely by advertisement. We might ask whether the cost of advertisement is paid for by the producer or by the customer. (19) Since advertisement forms part of the cost of production, which has to be covered by the selling price, it is clear that it is the customer who pays for advertisement. However, if large scale advertisement leads to increased demand, production costs are reduced, and the customer pays less. It is difficult to measure exactly the influence of advertisement on sales. When the market is growing, advertisement helps to increase demand. When the market is shrinking, advertisement may prevent a bigger fall in sales than would occur without its support. What is clear is that businesses would not pay large sums for advertisement if they were not convinced of its value to them. From the last sentence of this passage we conclude that______.
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Passage 37 Why don’t birds get lost on their long flights from one place to another Scientists have been puzzled over this question for many years. Now they’re beginning to fill in the blanks. Not long ago, experiments showed that birds rely on the sun to guide them during daylight hours. But what about birds that fly by night (37) Tests with artificial stars have proved that certain night-flying birds are able to follow the stars in their long-distance flights. A dove had spent its lifetime in a cage and had never flown under a natural sky. Yet it showed an inborn ability to use the stars for guidance. The bird’s cage was placed under an artificial star-filled sky. The bird tried to fly in the same direction as that taken by his outdoor cousins. Any change in the position of the artificial stars caused a change in the direction of his flight. The stars are apparently their principal means of navigation. When the stars are hidden by clouds, they seemingly find their way by such landmarks as mountain ranges, coast lines, and river courses. But when it’s too dark to see these, the doves circle helplessly, unable to find their way. In total darkness, doves______.
Passage 37 Why don’t birds get lost on their long flights from one place to another Scientists have been puzzled over this question for many years. Now they’re beginning to fill in the blanks. Not long ago, experiments showed that birds rely on the sun to guide them during daylight hours. But what about birds that fly by night (37) Tests with artificial stars have proved that certain night-flying birds are able to follow the stars in their long-distance flights. A dove had spent its lifetime in a cage and had never flown under a natural sky. Yet it showed an inborn ability to use the stars for guidance. The bird’s cage was placed under an artificial star-filled sky. The bird tried to fly in the same direction as that taken by his outdoor cousins. Any change in the position of the artificial stars caused a change in the direction of his flight. The stars are apparently their principal means of navigation. When the stars are hidden by clouds, they seemingly find their way by such landmarks as mountain ranges, coast lines, and river courses. But when it’s too dark to see these, the doves circle helplessly, unable to find their way. During daylight hours, birds______.
Passage 36 The market is a concept. If you are growing tomatoes in your backyard for sale you are producing for the market. You might sell some to your neighbor and some to the manager of the local supermarket. But in either case, you are producing for the market. Your efforts are being directed by the market. If people stop buying tomatoes, you will stop producing them. If you take care of a sick person to earn money, you are producing for the market. (36) If your father is a steelworker or a truck driver or a doctor or a grocer, he is producing goods or service for the market. When you spend your income, you are buying things from the market. You may spend money in stores, supermarkets, gas stations and restaurants. Still you are buying from the market. When the local grocer hires you to drive the delivery truck, he is buying your labor in the labor market. The market may seem to be something abstract. But for each person or businessman who is making and selling something, it’s very real. If nobody buys your tomatoes, it won’t be long before you get the message. The market is telling you something. It’s telling you that you are using energies and resources in doing something the market doesn’t want you to do. Which of the following would be the best title for the passage
Passage 33 Penguins live together in large and busy colonies. Every pair has a little piece of ground. When a penguin wants to walk through his neighbor’s ground he must ask for permission. If he does not, he will have to fight. Penguins come and go all day. They fight, fish and look after their children. (33) All penguins are good parents--the emperor penguins are perhaps the best parents in the world. They walk in from the sea in the middle of the dark Antarctic winter. They choose their wives in the dark. They can only hear them--not see them. Then the females lay their eggs and go away for two months. The males look after the eggs. They hold them on their feet inside a fold of skin. If the eggs get cold there will be no chicks. There is no food. The snow falls. The wind blows-sometimes at 150 kilometers an hour. The penguins do not move. When the females return from the sea they will not remember their husbands. It does not matter. Only one thing matters-the eggs. Emperor penguins never fight-unless a penguin leaves a chick for a minute. Then they fight because they all want it. They are strange and wonderful birds. This passage mainly tells readers something______.
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