One Expert said that the technology would “address the global inequalities in surgical health”.

It is said that the public and Congressional concern about deceptive (欺骗性的) packaging rumpus (喧嚣)started because Senator Hart discovered that the boxes of cereals consumed by him, Mrs. Hart, and their children were becoming higher and narrower, with a decline of net weight from 12 to 10.5 ounces, without any reduction in price. There were still twelve biscuits, but they had been reduced in size. Later, the Senator rightly complained of a store-bought pie in a handsomely illustrated box that pictured, in a single slice, almost as many cherries as there were in the whole pie.

The manufacturer who increases the unit price of his product by changing his package size to lower the quantity delivered can, without undue hardship, put his product into boxes, bags, and tins that will contain even 4-ounce, 8-ounce, one-pound, two-pound quantities of breakfast foods, cake mixes, etc. A study of drugstore (杂货店) and supermarket shelves will convince any observer that all possible sizes and shapes of boxes, jars, bottles, and tins are in use at the same time, and, as the package journals show, week by week, there is never any hesitation in introducing a new size and shape of box or bottle when it aids in product differentiation. The producers of packaged products argue strongly again st changing sizes of packages to contain even weights and volumes, but no one in the trade comments unfavorably on the huge costs incurred by endless changes of package sizes, materials, shape, art work, and net weights that are used for improving a product's market position.

When a packaging expert explained that he was able to multiply the price of hard sweets by 2.5, from $1 to $ 2.50 by changing to a fancy jar, or that he had made a 5-ounce bottle look as though it held 8 ounces, he was in effect telling the public that packaging can be a very expensive luxury. It evidently does come high, when an average family pays about $ 200 a year for bottles, cans, boxes, jars and other containers, most of which can’t be used for anything but stuffing the garbage can.

What started the public and Congressional concern about deceptive packaging rumpus?

A．Consumers' complaints about the changes in package size.

B．Expensive packaging for poor quality products.

C．A senator’s discovery of the tricks in packaging.

D．The rise in the unit price for many products.

It is said that the public and Congressional concern about deceptive packaging rumpus started because Senator Hart discovered that the boxes of cereals consumed by him, Mrs. Hart, and their children were becoming higher and narrower, with a decline of net weight from 12 to 10 1/2 ounces, without any reduction in price. There were still twelve biscuits, but they had been reduced in size. Later, the Senator rightly complained of a store-bought pie in a handsomely illustrated box that pictured, in a single slice, almost as many cherries as there were in the whole pie.The manufacturer who increases the unit price of his product by changing his package size to lower the quantity delivered can, without undue hardship, put his product into boxes, bags, and tins that will contain even 4-ounce, 8-ounce, one-pound, two-pound quantities of breakfast foods, cake mixes, et

C. A study of drugstore and supermarket shelves will convince any observers that all possible sizes and shapes of boxes, jars, bottles, and tins are in use at the same time, and, as the package journals show, week by week, there is never any hesitation in introducing a new size and shape of box or bottle when it aids in product differentiation. The producers of packaged products argue strongly against changing sizes of packages to contain even weights and volumes, but no one in the trade comments unfavorably on the huge costs incurred by endless changes of package sizes, materials, shape, art work, and net weights that are used for improving a product's market position.When a packaging expert explained that he was able to multiply the price of hard sweets by 2.5, from $1 to $ 2.5 by changing to a fancy jar, or that he had made a 5-ounce bottle look as though it held 8 ounces, he was in effect telling the public that packaging can be a very expensive luxury. It evidently does come high, when an average filmily pays about $ 200 a year from bottles, cans, boxes, jars and other containers, most of which can't be used for anything but stuffing the garbage can.

46 What started the public and Congressional concern about deceptive packaging rumpus? A Consumers' complaints about the changes in package size. B Expensive packaging for poor quality products. C A Senator's discovery of the tricks in packaging. D The rise in the unit price for many products.

47. The word "undue" (Para. 2)means___________.

A improper

B adequate

C unexpected

D excessive

48. Consumers are concerned about the changes in package size mainly because___________.

A they hate to see any changes in things they are familiar with

B the unit price for a product often rises as a result

C they have to pay for the Cost of changing package sizes

D this entails an increase in the cost of packaging

49. According to this passage, various types of packaging come into existence to___________.

A meet the needs of consumers

B suit all kinds of products

C enhance the market position of products

D introduce new products

50. The author is critical mainly of___________.

A dishonest packaging

B inferior packaging

C tbe changes in package size

D exaggerated illustration on packages

The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want to be competitive.

Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results.

Translation mistakes are at the heart of many blunders in international advertising.

General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new (star)" and means "star" in many languages, but in spoken Spanish it can sound like "no va", meaning "it doesn't go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales "picked up" dramatically.

Marketing blunders have also been made by food and beverage companies. One American food company's friendly "Jolly Green Giant" (for advertising vegetables) became something quite different when it was translated into Arabic as "Intimidating Green Ogre".

When translated into German, Pepsi's popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave": No wonder customers in Germany didn't rush out to buy Pepsi.

Successful international marketing doesn't stop with good translations--other aspects of culture must be researched and understood if marketers are to avoid blunders.

When marketers do not understand and appreciate the values, tastes, geography, climate, superstitions, religion, or economy of a culture, they fail to capture their target market.

For example, an American designer tried to introduce a new perfume into the Latin American market but the product aroused little interest. The main reason was that the camellia used in it was traditionally used for funerals in many South American countries..

Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translations and more sensitive to cultural distinctions.

The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back translation" to reduce the possibility of blunders.

The process uses one person to translate a message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings.

In designing advertisements for other countries, messages need to be short and simple.

They should also avoid jokes, since what is considered funny in one part of the world may not be so humorous in another.

The best title of this passage might be ______.

A．Culture Is Very Important in Advertising

B．Avoid Cultural Misunderstanding between Nations

C．Overcome Cultural Shock in Different Countries

D．Advertisements Reflect Various Life Styles

The following passage contains TEN errors, one in each numbered line. Underline the errors and put the corrections in the blanks.(标红句子为无错误句，大家把改好的词写在答案区就可以了，忽略具体哪个行哪个词。) Last week I had a disagreement in a matter of principle with a man at work. When I got home, I gave my daughter a blow-by-blow account of the bust-up, expected her loyal support. Instead she rolled her eyes. “Poor X,” she said, sided with my adversary. “You can be very difficult,” she explained, “I don’t think you realize it.” She is right about the second point. I do not see myself as difficult—I am perfectly reasonable. To check this was the consensus view, the following morning I conducted a survey. I bearded first colleague I saw and demanded: “Am I difficult?” He looked uncomfortable at be put on the spot when he had barely put his coat off. “Yes,” he said. I asked three more people. All gave the same answer. To be difficult at work is not generally thought to be a good thing. On Amazon there are 1,387 titles on how to deal with difficult people with titles such as Since Strangling Isn’t an Option. I failed finding a single volume called What to Do When the Difficult Person Is Me or How to Be Difficult and Influence People. As a columnist, being difficult is part of the job—if you do not enjoy sometimes get up the noses of readers, you are too bland to be any good. Indeed, as a journalist, be personally difficult can serve you rather well.

Jessie lived in the country, but one year she decided to visit the capital city to do some shopping and to see the sights. She stayed at a hotel near the central market. She had seldom been to the city before, and was very excited about what she would find. On the first morning of her visit, as she walked from the hotel to the market, she passed a beggar.

He was holding up a notice which said, “Blind from birth. Please give generously.”

Jessie felt sorry for the blind beggar and she bent down and put a dollar coin into his bowl.

“Thank you,” he said.

On the third day, however, Jessie did not have a dollar coin. She had only fifty cents, so she dropped this into the beggar's bowl.

“What have I done wrong?” the beggar said, “Why are you so stingy (吝啬) today?” Jessie was very surprised by what the beggar said.

“How do you know I haven't given you a dollar?” she said “If you are blind,you can't know what coin I put into your bowl.”

“Ah,” explained the beggar,“ the truth is I'm not blind. I'm just looking after this place for the regular beggar while he's on holiday.”

“On holiday!” Jessie exclaimed. “And what exactly does your blind friend do on holiday?”

“He goes into the country,” the man said, “and takes photographs. He's a very good photographer.”

1)、The beggar was sitting in the busiest part of the city.

A.T

B.F

2)、On the first day Jessie gave the blind man some money.

A.T

B.F

3)、On the third day, the blind man noticed that Jessie had only given him fifty cents.

A.T

B.F

4)、The regular beggar went on holiday to another country.

A.T

B.F

5)、The beggar Jessie gave money to is working for his beggar friends.

A.T

B.F