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1、Unit 1 LoveSection One Reading Comprehension Directions: There are 2 reading passages in this part. Each passage is followed by some questions or unfinished statements. For each of them there are four choices marked A)，B)，C) and D). Passage OneQuestions 1-5 are based on the following passage: In 198
2、5, the Coca-cola Company made the decision to change the formula of its leading soft drink. The change was based on the findings of many market studies. These studies had shown that the general response to the new product was good. However, the change of the traditional Coca-cola by New Coke was rej
3、ected by the majority of drinkers. In fact, the company had to step back and restart production of the old formula of Coca-cola. The most important reason why New Coke was rejected was the emotional relationship that existed between drinkers and the old soft drink formula. Drinking Coca-cola had bec
4、ome a tradition for many people over its 99 years of existence. The change made by the company was not only in Cokes formula but also in the traditional values and memories that it represented to the drinkers. “We had taken away more than the product Coca-cola. We had taken away a little part of the
5、m and their past.” The drinkers rejected this “improvement”, because “they believed that Coke stood for traditional value, so they betrayed when the product changed completely overnight”.Although a lot of research was done by Coca-cola Company, it didnt show the depth of drinkers emotion for the pro
6、duct. The studies took many forms, but none of the tests was able to measure the degree of personal and emotional reactions caused by the disappearance of the old, traditional Coca-cola. The weakness of the research was that it was mainly quantitative in form. The result was only numbers that could
7、not show the deep meaning the product had for many people. A more extensive study focusing on the qualitative aspects of the change would perhaps have been able to demonstrate the close relationship existing between drinkers and product.1. Coca-cola company changed the formula in 1985 because _B_.A)
8、 it led the soft drink industry in the marketB) its market studies supported the change in the formulaC) it carried out market research for expansionD) it simply felt the need to make the change2. According to the passage, the drinkers rejected New Coke because of _D_.A) the late response to the mar
9、ket by Coca-cola companyB) the reproduction of Coca-colas old drink formulaC) a strong dislike by Coca-colas regular drinkersD) the emotional relationship between the drinkers and the old soft drink3. The product Coca-cola was believed to stand for _A_.A) traditional values and good memoriesB) tradi
10、tional customs and happy daysC) past honors and efficient managementD) top quality and wonderful taste4. Which of the following statements is true? CA) Research by Coca-cola considered emotional factors.B) Coca-cola did little research before they made the change.C) Research by Coca-cola was quantit
11、ative rather than qualitative.D) Research by Coca-cola was both quantitative and qualitative.5. The author of the article clearly indicates that _C_.A) the weakness of the research could have been removedB) Coca-cola should have measured the quantitative factors more carefullyC) Coca-cola should hav
12、e done a more extensive qualitative studyD) a slower change of the product might have improved the sales of the companyPassage 2Questions 6-10 are based on the following passage:Hollywood no longer rules South Korean cinema, which is breaking out all over. Since 1999 Seoul filmmakers have been turni
13、ng out Asias first critically applauded films, and “My Wife Is a Gangster” and “Phone” are the most stunningly good examples. In the way Americans tour Hollywood, Asians visit Korea to see sites featured in their favorite movies.Korea once looked to America for idea, but now the reverse is true. Hol
14、lywood is snapping up remake rights to dozens of Korean films. Madonnas Maverick Films is remaking the horror film “Phone”. And Dream Works recently bought the rights to another horror film “A Tale of Two Sisters.” To capitalize on all the attention, South Korea has moved aggressively to cast itself
15、 as the center of Asias film market.The Seoul government and industry leaders are working to rank the Pusan Film Festival as Cannes (戛纳) East, the festivals where deals get gone, a one stop place where moviemakers can shop for financing, exports, even location. In preparation for the next Pusan Fest
16、ival this fall, delegations from Indonesia, Malaysia, Taiwan and all over Asia have been flocking to Seoul to study the Korean film revival. “We look at Korea with an envious eye,” says one of Hong Kong moviemakers, “Filmmakers and audiences have found a real vibes (i.e. good atmosphere) between them, like in the 1970s and 80s in Hong Kong.”The Korean film industry, how
