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1、2011年普通高等学校招生全国统一考试(全国卷)第三部分 阅读理解（共20小题；每小题2分，满分40分）AWhen milk arrived on the doorstepWhen I was a boy growing up in New Jersey in the 1960s, we had a milkman delivering milk to our doorstep. His name was Mr. Basille. He wore a white cap and drove a white truck. As a 5-year-old boy, I couldnt take m
2、y eyes off the coin changer fixed to his belt. He noticed this one day during a delivery and gave me a quarter out of his coin changer.Of course, he delivered more than milk. There was cheese, eggs and so on. If we needed to change our order, my mother would pen a note - “Please add a bottle of butt
3、ermilk next delivery” - and place it in the box along with the empty bottles. And then, the buttermilk would magically appear.All of this was about more than convenience. There existed a close relationship between families and their milkmen. Mr. Basille even had a key to our house, for those times w
4、hen it was so cold outside that we put the box indoors, so that the milk wouldnt freeze. And I remember Mr. Basille from time to time taking a break at our kitchen table, having a cup of tea and telling stories about his delivery.There is sadly no home milk delivery today. Big companies allowed the
5、production of cheaper milk, thus making it difficult for milkmen to compete. Besides, milk is for sale everywhere, and it may just not have been practical to have a delivery service.Recently, an old milk box in the countryside I saw brought back my childhood memories. I took it home and planted it o
6、n the back porch （门廊）. Every so often my sons friends will ask what it is. So I start telling stories of my boyhood, and of the milkman who brought us friendship along with his milk.56. Mr Basille gave the boy a quarter out of his coin changer _.A. to show his magical power. B. to pay for the delive
7、ry.C. to satisfy his curiosity. D. to please his mother.57. What can be inferred from the fact that the milkman had the key to the boys house?A. He wanted to have tea there. B. He was a respectable person.C. He was treated as a family member. D. He was fully trusted by the family.58. Why does home m
8、ilk delivery no longer exist?A. Nobody wants to be a milkman now. B. It has been driven out of the market.C. Its service is getting poor. D. It is forbidden by law.59. Why did the author bring back home an old milk box?A. He missed the good old days. B. He wanted to tell interesting stories.C. He ne
9、eded it for his milk bottles. D. He planted flowers in it.B The word advertising refers to any kind of public announcement that brings products and services to the attention of people. Throughout history, advertising has been an effective way to promote (促进) the trading and selling of goods. In the
10、Middle Ages, merchants employed town criers who read public messages aloud to promote their goods. When printing was invented in the fifteenth century, pages of advertisements (ads) could be printed easily and were either hung in public places or put in books. By the end of the seventeenth century,
11、when newspapers were beginning to be read by more people, printed materials became an important way to promote products and services. The London Gazette was the first newspaper to set aside a place just for advertising. This was so successful that by the end of the century several companies started
12、businesses for the purpose of making newspaper ads for merchants. Advertising spread quickly throughout the eighteenth century. Ad writers were starting to pay more attention to the design of the ad text. Everything, from clothes to drinks, was promoted with clever methods such as reception of the f
13、irms name or product words organized in eye-catching patterns, the use of pretty pictures and expressions easy to remember. Near the end of the nineteenth century, companies that were devoted to the production of ads came to be known as advertising agencies (广告商). The agencies developed new ways to
14、get people to think of themselves as members of a group. Throughout the twentieth century, advertising agencies promoted consumerism (消费主义) as a way of life, spreading the belief that people could be happy only if they bought the right products. 60. What was advertising like in the Middle Ages?A. Me
15、rchants were employed to promote products. B. Ad messages were shouted out in public places. C. Product information was included in books. D. Ad signs were put up in towns. 61. What does the word This in Paragraph 2 refer to?A. Advertising in newspapers. B. Including pictures in ads. C. selling good
16、s in markets. D. Working with ad agencies. 62 The 18th century advertising was special in its _.A. growing spending B. printing materialsC. advertising companies D. attractive designs63 Which of the following might be the best title for the text?A. The Story of AdvertisingB. The Value of Advertising DesignsC. The Role of Newspaper A
