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Read the text and decide which word best fits each blank by circling the letter A, B, C or D
United Parcel Service (UPS) believes that its employees should give the firm a fair days
work for a fair‟s day pay. The package delivery firm seems willing to give more than a fair‟s day pay.
But in (1) ………………. , UPS expects maximum output from its employees.
Since 1920s, the firm‟s industrial engineers have been studying every detail of every task (2)
………………. by most UPS employees. From their studies have come time and motion standards that (3) ………………. how those tasks are performed and how long they should take. Drivers, for example, are expected to walk to a customer‟s door at a speed of exactly three feet per second. They are told to knock as soon as they get there, rather than (4) ………………. time looking for a doorbell. Work engineers are (5) ……………….  riding with drivers, timing everything from stops at traffic lights, to wait at customers‟ doorway, to stairway climbs, to coffee break. And they are not (6) ……………….  . to pointing out the occasional inefficiency. Additionally, supervisors ride with the least good drivers, noting how they work and constantly (7) ……………….  them until their work is up to standard. The (8) ………………. of all this work engineering is efficiency, and UPS has been called one of the most efficient companies anywhere. It's also a highly profitable company. Most drivers take the regimentation in stride: many show (9) ……………….  in meeting the UPS standards each day. Others, however, feel that they are constantly being pushed, that it is impossible for them to (10) ……………….  at work. UPS officials claim that the standards provide accountability. And, they say, employees who work according to UPS standards should feel less tired at the end of the day.

1:
2:
3:
4:
5:
6:
7:
8:
9:

A. fact
A. hold
A. indicate
A. wasting
A. consistently
A. impolite
A. scolding
A. task
A. pride

B. exchange
B. performed
B. govern
B. spend
B. continually
B. brave
B. criticizing
B. reason
B. passion

C. return
C. accepted
C. demonstrate
C. spending
C. constructively
C. intimate
C. encouraging
C. object
C. interest

D. short
D. under
D. tell
D. waste
D. chronically
D. averse
D. correcting
D. target
D. pleasure

10

A. rest

B. relieve

C. relax

D. restrain

0
In most lines of the following text, there is either a spelling or an punctuation error, for each numbered line 1- 15, write the correctly spelt word or show the correct punctuation in the space on the right. Some lines are correct. Indicate these lines with a tick (P). The first three lines are done for you as examples. How Equal Are Woman, Really? On the face of it, women in Britain haven’t done too badly over the passed thirty years. There has been a woman Prime...
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In most lines of the following text, there is either a spelling or an punctuation error, for each numbered line 1- 15, write the correctly spelt word or show the correct punctuation in the space on the right. Some lines are correct. Indicate these lines with a tick (P). The first three lines are done for you as examples.

How Equal Are Woman, Really?

On the face of it, women in Britain haven’t done too badly over the passed thirty years. There has been a woman Prime Minister a woman has gone into

space, and women are ordained as priests. They have won the right to equal

pay with men for the same work inspite of the fact that they still earn only

80% of their male colleague’s salaries. They have even become professionals

in what have always been considered male sports, like football. But can it

really be said that equality of the sexes is fact rather than wishful thinking. The trouble begins at school, though equality shouldn’t be an issue in education since, acording to the Department of Education’s statistics, they do better than boys in exams at all levels. Nevertheless, they are at an immediate

disadvantage as soon as they apply for jobs and go out to work. Teachers believe its vital to overcome this by encouraging them to study subjects like

physics, which have been almost exclusively a male preserve. A peice of

research recently carried out at Reading University may explain why boys

succeed, weather or not they have better academic qualifications. It shows that they are willing to call out answers in class and risk making mistakes, whereas girls feel self conscious. This capacity to take the lead is why boys tend to make a better impresion at an interview for a business career, though they may not always prove to be the best choice thereafter.

0
Read the text anh think of the word which best fits each space. when people are asked why they choose to live in big cities. Most of them usually talk about the variety of intertainment to be enjoyed there. But i wonder how (1)...........of them actually feel like (2).....to the theater or a concert after a hard day (3)........the offic anh a crowed ride home on the Underground. And how many of them visit the famous galleries and museums other than (4)......they 're caught in the rain...
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Read the text anh think of the word which best fits each space. when people are asked why they choose to live in big cities. Most of them usually talk about the variety of intertainment to be enjoyed there. But i wonder how (1)...........of them actually feel like (2).....to the theater or a concert after a hard day (3)........the offic anh a crowed ride home on the Underground. And how many of them visit the famous galleries and museums other than (4)......they 're caught in the rain without an umbrella? Meanwhile, those tourists (5)..........make shopping anh travel (6)............the centre of town so difficult in the summer mothss, are visiting the sights which the inhabitants are so pround of, but don't quite have the time to see. It was only (7)..........moving to the country that i realised how to enjoy my free time. Living there (8)...........me aware that legs are not intended simply to(9)...........you (10).........your front door to your car! Evenings are filled (11).........little more than a leisurely drink withfriends who'd (12).........talk about darts than discotheques. Of course there are days when I'm tempted (13)..............the entertainment page the national newspaper to go up to town, but when you have to take the dog for a walk across the fields, talk to the postman, and see the amsteur dramatic society's latest production, you 're far (14)..............busy to the find time!
1
11 tháng 11 2017

Read the text anh think of the word which best fits each space.

When people are asked why they choose to live in big cities. Most of them usually talk about the variety of intertainment to be enjoyed there. But i wonder how (1)......many.....of them actually feel like (2)...going..to the theater or a concert after a hard day (3)....at....the offic anh a crowed ride home on the Underground. And how many of them visit the famous galleries and museums other than (4)...that...they 're caught in the rain without an umbrella? Meanwhile, those tourists (5).....who.....make shopping anh travel (6).....to.......the centre of town so difficult in the summer mothss, are visiting the sights which the inhabitants are so pround of, but don't quite have the time to see. It was only (7)....like......moving to the country that i realised how to enjoy my free time. Living there (8).....makes......me aware that legs are not intended simply to(9)...........you (10).........your front door to your car! Evenings are filled (11)....up.....little more than a leisurely drink withfriends who'd (12)....rather.....talk about darts than discotheques. Of course there are days when I'm tempted (13)......to........the entertainment page the national newspaper to go up to town, but when you have to take the dog for a walk across the fields, talk to the postman, and see the amsteur dramatic society's latest production, you 're far (14)......on........busy to the find time!

Read the passage and complete the tasks that follow.Black Friday is the Friday which follows Thanksgiving Day. Black Friday is celebrated in the United States as an official beginning of the Christmas shopping season. On the day, most shops open extremely early and offer promotional sales to boost the consumption, which is similar to Boxing Day after Christmas Day in Britain and many Commonwealth nations. For years, it was quite usual for retailers to open their shops at 6:00 a.m., but in the...
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Read the passage and complete the tasks that follow.

Black Friday is the Friday which follows Thanksgiving Day. Black Friday is celebrated in the United States as an official beginning of the Christmas shopping season. On the day, most shops open extremely early and offer promotional sales to boost the consumption, which is similar to Boxing Day after Christmas Day in Britain and many Commonwealth nations. For years, it was quite usual for retailers to open their shops at 6:00 a.m., but in the late 2000s many opened at 5:00 a.m. or even 4:00 a.m. The year 2011 witnessed a new extreme when several retailers opened at midnight. For non-retailer employees, they may have a day off work or choose to take a day from their annual leave on Black Friday. Some use this to make trips to see family members or friends who live in other areas or to go on vacation. Others use it to start shopping for the Christmas season. Black Friday is not a federal holiday, but is a public holiday in California and some other states in the United States.

Black Friday, to the police, is not a term of endearment. The name of the day originated in Philadelphia where it was first used by the Police Department to describe massive traffic jams and over-crowded sidewalks as the downtown stores were mobbed from opening to closing. Nowadays, Black Friday crowds that are hunting for bargains still give the police headaches. However, retailers do not appreciate the negative connotation associated with Black Friday. Therefore, there exists another explanation as to why it is called Black Friday. As they might put it, the term Black Friday came from an old way of recording business accounts: losses were recorded in red ink and profits in black ink. Therefore, an alternative explanation was made that retailers traditionally operated at a financial loss, or "in the red", from January through November, and "Black Friday" indicates the point where retailers begin to turn a profit, or get "in the black". It goes without saying that Black Friday positively means a profitable Friday to the retail industry.

Decide whether the following statements are True or False.

Black Friday and Boxing Day are celebrated on the same day.

A. True

B. False

1
8 tháng 8 2019

Đáp án: A

Thông tin: On the day, most shops open extremely early and offer promotional sales to boost the consumption, which is similar to Boxing Day after Christmas Day in Britain and many Commonwealth nations.

Dịch: Vào ngày này, hầu hết các cửa hàng mở cửa cực kỳ sớm và cung cấp doanh số khuyến mại để tăng mức tiêu thụ, tương tự như Ngày Boxing sau Ngày Giáng sinh ở Anh và nhiều quốc gia Khối thịnh vượng chung.

Mọi người giúp mình với,mình đang cần gấp, xin cảm ơn ạ II/ đọc và chọn từ Are you one of the thousands of people who eagerly follow every new fashion that appear? Or are you one of those who go to the shops and just buy whatever they can find in their (place /price /size/self) that suits them? Or perhaps you order from a mail-order catalogue, and then have to send everything back because nothing (sizes/styles /fits/measures)? Whatever (means /typical/idea/kind) or...
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Mọi người giúp mình với,mình đang cần gấp, xin cảm ơn ạ

II/ đọc và chọn từ

Are you one of the thousands of people who eagerly follow every new fashion that appear? Or are you one of those who go to the shops and just buy whatever they can find in their (place /price /size/self) that suits them? Or perhaps you order from a mail-order catalogue, and then have to send everything back because nothing (sizes/styles /fits/measures)? Whatever (means /typical/idea/kind) or shopper you are, one thing is certain. Everyone finds (out/clothes /dresses/vests) important. According to a recent survey, people send more time either buying clothes, or thinking about buying them,or looking at them in shop (centers/sale/times/windows) than they do on most other products, (apart /or/according /taken ) from food : And the reason is obvious. Clothes are an important part of our (life/work /character /appearance) . ( at/for /after /by) work, you may need to impress a customer, or persuade the boss that you know what are you doing, and clothes certainly help well-dresses people, so they say, get on (on/all/in/over) the world. And as (far well/long/soon) at attracting the opposite ***** is concerned, clothes also play a vital role

2
18 tháng 8 2017

II/ đọc và chọn từ

Are you one of the thousands of people who eagerly follow every new fashion that appear? Or are you one of those who go to the shops and just buy whatever they can find in their (place /price /size/self) that suits them? Or perhaps you order from a mail-order catalogue, and then have to send everything back because nothing (sizes/styles /fits/measures)? Whatever (means /typical/idea/kind) or shopper you are, one thing is certain. Everyone finds (out/clothes /dresses/vests) important. According to a recent survey, people send more time either buying clothes, or thinking about buying them,or looking at them in shop (centers/sale/times/windows) than they do on most other products, (apart /or/according /taken ) from food : And the reason is obvious. Clothes are an important part of our (life/work /character /appearance) . ( at/for /after /by) work, you may need to impress a customer, or persuade the boss that you know what are you doing, and clothes certainly help well-dresses people, so they say, get on (on/all/in/over) the world. And as (far well/long/soon) as attracting the opposite ***** is concerned, clothes also play a vital role

18 tháng 8 2017

II/ đọc và chọn từ

Are you one of the thousands of people who eagerly follow every new fashion that appear? Or are you one of those who go to the shops and just buy whatever they can find in their (place /price /size/self) that suits them? Or perhaps you order from a mail-order catalogue, and then have to send everything back because nothing (sizes/styles /fits/measures)? Whatever (means /typical/idea/kind) or shopper you are, one thing is certain. Everyone finds (out/clothes /dresses/vests) important. According to a recent survey, people send more time either buying clothes, or thinking about buying them,or looking at them in shop (centers/sale/times/windows) than they do on most other products, (apart /or/according /taken ) from food : And the reason is obvious. Clothes are an important part of our (life/work /character /appearance) . ( at/for /after /by) work, you may need to impress a customer, or persuade the boss that you know what are you doing, and clothes certainly help well-dresses people, so they say, get on (on/all/in/over) the world. And as (far well/long/soon) at attracting the opposite ***** is concerned, clothes also play a vital role

                                                                       ENJOY THE BENEFITS OF STRESS !     Are you looking forward to another busy week ? You should be according to some experts. They argue that the stress encoutered in our daily lives is not only good for us, but essential to survival. They pay that the respnse to (1)....................,which creates a chemical called adrenal in, helps the mind and body to act quickly (2)....................... emergencies. Animals and human...
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                                                                       ENJOY THE BENEFITS OF STRESS !

     Are you looking forward to another busy week ? You should be according to some experts. They argue that the stress encoutered in our daily lives is not only good for us, but essential to survival. They pay that the respnse to (1)....................,which creates a chemical called adrenal in, helps the mind and body to act quickly (2)....................... emergencies. Animals and human beings use it to meet the hostile conditions which exist o the planet.

    Whilst nobody denies the pressures of everyday life, what is surprising is that we are yet to develop successful ways of dealing with them.(3)................... the experts consider the current strategies to be inadequate and often dangerous. They believe that (4)................... of trying to manage our response to stress with drugs or relaxation techniques, we must exploit. Apparently, research shows that people (5).................. create conditons of stress for (6)................. by doing exciting and risky sports or looking for challenges, cope much better with life's problems. Activities of this type have been shown to create a lot of emotion: people may actually cry or feel extremely uncomfortable. But there is a point (7)..................... which they realise thay have succeeded and know that it was a positive experience. This is because we learn through challenge and difficulty. That's (8)................ we get our wisdom. Few of us unfortuantely, understand this fact. For example, many people believe they (9)..................... from stress at work, and take time off as a result. Yet it has been found in some companies that by far (10)....................... healthiest people are those with the most responsibility. So next time you're in a stressful situation, just remmber that it will be a positive learning experience and could also benefit your health!

0
Part 4: For questionr 81-85, choose the most appropriate heading from the lisl (A- G) for each part of the paragraphs (81-85) of the article, There are two ertra headings which you do not need lo use. Write the correct letter (A-G) in the corresponding numbered boxes provided. Theftrst one (0) has been done as an example. LIST OF HEADINGS A. ADVANTAGES AND DISADVANTAGES B. A CALMING INFLUENCE C. DIFFERENT FROM THE REST D. FIELPING THE SLOWER STUDENTS E. CREATING THE RIGHT ENVIRONMENT F. A...
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Part 4: For questionr 81-85, choose the most appropriate heading
from
the lisl (A- G)
for
each part of the paragraphs (81-85) of the article, There are two ertra headings which
you do not need lo use. Write the correct letter (A-G) in the corresponding numbered
boxes provided. Theftrst one (0) has been done as an example.
LIST OF HEADINGS
A. ADVANTAGES AND DISADVANTAGES
B. A CALMING INFLUENCE
C. DIFFERENT FROM THE REST
D. FIELPING THE SLOWER STUDENTS
E. CREATING THE RIGHT ENVIRONMENT
F. A GROWING SUCCESS
G. LOOKING ON THE POSITIVE SIDE
H. NOT WHAT YOU WOULD E)(PECT
THE LITTLE SCHOOL OF CALM
0.H
From the outside the Maharishi School in Lancashire looks extremely normal. Walk inside
and you find rows of desks and children in uniform,
just as you would do in many other
schools. After a short while, however, you become aware of the wonderfully calm
atmosphere and the extraordinary lack of noise in the building. Talk to the teachers and you
learn that the school has no major discipline problems, there is no bullying and children are
rarely absent. So what is the secret?
81.
Transcendental meditation and breathing exercises are an important part of the timetable at
the Matrarishi School. Pupils are taught how to relax mentally by closing their eyes and
silently repeating over and over again a'mantra', or Word of Wisdom, at certain times of the
day. Meditation is seen by some as an effective way of relieving stress, which teenagers
experience in the form of exam nerves, bullying and family break-ups. Its supporters also
say that it helps to overcome hyperactivity, anxiety and aggression.
Your answerc:
71. 72. 73. 74. 75.
76. 77. 78. 79. 80.
Page 7 of 10
82.
The school was started in 1986 by a group of parents who were dissatisfied with the state
education system. The number of pupils at the school has increased since then from 14 to
100, with ages ranging from four to 16. Academic achievements are impressive and for the
past five years pupils at the school have obtained the highest average GCSE exam marks for
the whole of Lancashire. It's not surprising then, that more and more parents are sending
their children to be taught there.
83._
Many people in the local community, however, are sti[[ unaware of the school's existence.
Others view the school with suspicion and associate it with mystic cults or the hrppy
movement of the sixties. 'Local
people don't really understand what goes on here,' explains
one teacher. 'They
just
see us as a little strange and prefer to keep their distance.'
84._
If there is a child who is creating a problem, the school has a very thorough method of
dealing with it. A four-page form has to be filled out by the teacher, but the first three pages
of the form contain nothing but the child's good points. In this way the problem does not
become the main focus of attention; parents and teachers are encouraged to consider the
child's successes and achievements before they look at the last page.
85._
But what do the children who study there think of the school's approach?'Meditation really
helps me with my work, says 15-year-old Ruth. 'It makes me relared and I don't get nervous
during exams. It's a shame it's such a small school, though. I can't sfudy music because there
aren't enough pupils, and when we read plays by Shakespeare we all have to read three or
four parts each. But I love it here, and I know I'll miss the peace and quiet when I have to
leave.'

0
In most lines of the following text, there is either a spelling or an punctuation error, for each numbered line 1- 15, write the correctly spelt word or show the correct punctuation in the space on the right. Some lines are correct. Indicate these lines with a tick (P). The first three lines are done for you as examples. How Equal Are Woman, Really? On the face of it, women in Britain haven’t done too badly over the passed thirty years. There has been a woman Prime...
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In most lines of the following text, there is either a spelling or an punctuation error, for each numbered line 1- 15, write the correctly spelt word or show the correct punctuation in the space on the right. Some lines are correct. Indicate these lines with a tick (P). The first three lines are done for you as examples.

How Equal Are Woman, Really?

On the face of it, women in Britain haven’t done too badly over the passed thirty years. There has been a woman Prime Minister a woman has gone into

space, and women are ordained as priests. They have won the right to equal

pay with men for the same work inspite of the fact that they still earn only

80% of their male colleague’s salaries. They have even become professionals

in what have always been considered male sports, like football. But can it

really be said that equality of the sexes is fact rather than wishful thinking. The trouble begins at school, though equality shouldn’t be an issue in education since, acording to the Department of Education’s statistics, they do better than boys in exams at all levels. Nevertheless, they are at an immediate

disadvantage as soon as they apply for jobs and go out to work. Teachers believe its vital to overcome this by encouraging them to study subjects like

physics, which have been almost exclusively a male preserve. A peice of

research recently carried out at Reading University may explain why boys

succeed, weather or not they have better academic qualifications. It shows that they are willing to call out answers in class and risk making mistakes, whereas girls feel self conscious. This capacity to take the lead is why boys tend to make a better impresion at an interview for a business career, though they may not always prove to be the best choice thereafter.

0. past

0. Minister, a

0. P

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15.

0
Part 2: You are going to read a magazine interview with a sportswoman. Seven sentences have been removed from the article. Choose from the sentences A-H the one which fits each gap (1-7). There is one extra sentence which you do not need to use. Write your answer in the numbered boxes. A. But the Championships are different because there's only one chance and you have to be ready to make the most of it. B. In fact, some of them help me with my speed and ball-skills training. C. But once...
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Part 2: You are going to read a magazine interview with a sportswoman. Seven sentences have
been removed from the article. Choose from the sentences A-H the one which fits each gap (1-7).
There is one extra sentence which you do not need to use. Write your answer in the numbered
boxes.
A. But the Championships are different because there's only one chance and you have to be
ready to make the most of it.
B. In fact, some of them help me with my speed and ball-skills training.
C. But once the final whistle blows, you become a different person.
D. So I took the decision some time ago that this competition would be the end of it as far as
playing is concerned.
E. I'm on a strict timetable to gain maximum fitness for them.
F. As far as I'm aware, we have always beaten them, but they'll be exciting to play.
G. As captain, I think it's important that I have a strong mental attitude and lead by example.
H. As a result of playing here, there will be more pressure than we're used to.
The Netball Captain
In our series on women in sport, Suzie Ellis went to meet England's netball captain.
Kendra Slawinski is captain of England's netball team. When I met her, she'd had a typical day
for the weeks leading up to next month's World Championships: a day's teaching at a local school
followed by a training session in the local supermarket car park.
I was surprised to hear about her training venue.
„Don't you get strange looks?‟ I asked her. „I'm too involved in what I'm doing - concentrating
on my movements and my feet - to see anything else,‟ she said. „I might notice cars slow down out
of the corner of my eye, but that's all.‟
Điểm bằng số Điểm bằng chữ Chữ ký G.khảo 1 Chữ ký G.khảo 2 Số phách Số T.tự bài thi
6
„My whole life now is all about making sure I'm at my absolute best for the Championships,‟
says Kendra.
„1.________‟ These are her fourth World Championships and they are guaranteed to be the
biggest ever, with 27 nations taking part.
„We'll have home support behind us, which is so special,‟ she says. „And it's important that the
reputation of netball in this country should be improved. 2.________ A home crowd will have
expectations and give more support. People will expect us to start t he tournament with a good
game.‟
Their first game is against Barbados and it comes immediately after the opening ceremony.
3.________ They have lots of ability.‟
The England team are currently ranked fourth in the world. But, as Kendra points out, the
World Championships will be tough. „You have to push yourself to play each day, there's no rest
between games as in a series. And you can still win an international series if you lose the first game.
4.________‟
In the fifteen years since she has been playing at top level, the sport has become harder, faster.
On court, players are more aggressive. „You don't do all that training not to come out a winner,‟
says Kendra.
5.________ „We're all friendlier after the game.‟
Netball is also taking a far more scientific approach to fitness testing.
„It is essential that we all think and train like world -class players,‟ says Kendra.
6.________ I see my role as supporting and encouraging the rest of the team.‟
„From the very beginning, my netball career has always been carefully planned, ‟ she says.
7.________
Doubtless she will coach young players in the future, but at the moment her eyes are firmly set
on her last big event. As she leads out her team in the opening candlelight ceremony, she is more
than likely to have a tear in her eye. Her loyal supporters will be behind her every step of the way.
Your answers:
1. 2. 3. 4. 5. 6. 7.

0
Women have less leisure time than 15 years ago - as men take more for themselves It may not come as a shock to women that when it comes to housework, figures show they are more than pulling their weight. But it may surprise them to find that far from taking on more of the burden, men are spending more time having fun than they were 15 years ago - and shouldering less of the unpaid work. Figures from the Office for National Statistics suggest that the amount of time men spend on leisure...
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Women have less leisure time than 15 years ago - as men take more for themselves 

It may not come as a shock to women that when it comes to housework, figures show they are more than pulling their weight. But it may surprise them to find that far from taking on more of the burden, men are spending more time having fun than they were 15 years ago - and shouldering less of the unpaid work. Figures from the Office for National Statistics suggest that the amount of time men spend on leisure activities rose from 42.88 hours in 2000 to 43 hours a week in 2015. Over the same period, the number of leisure hours taken by women dropped - from 39.24 in 2000 to 38.35 in 2015.

The ONS said the data "suggests that there is a growth in inequality between men and women when it comes to taking leisure time”. Men are now taking quite a lot more time each week for leisure and women are taking less compared with 2000. It added: "Leisure time for women could be less than for men because although women are more frequently engaged in part-time work than men, they spend more time completing unpaid work such as household chores and childcare. The hours spent on unpaid work are likely to replace those hours that could have been spent on leisure activities."

An increased care burden could be behind some of the disparity. People in their forties and fifties have become known as the "sandwich generation" who must care for elderly parents while supporting children who are not yet financially independent and may still be living at home.

8
9 tháng 1 2018

kb nha

9 tháng 1 2018

kb với tôi đi

Giúp mình nhé The perception of today’s youngsters as media-savvy cynics could hardly be further from the truth. Instead, this generation of keen consumers may turn witty advertising into an endangered species. Julia Day reports The youth of today are cynical, media-savvy, seen it all, done it all, wouldn’t-be-seen-dead-in-the-T-shirt types who appreciate only the most achingly trendy adverts, TV shows and magazines, right? Wrong: that was so last generation. Today’s youngsters don’t “get”...
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Giúp mình nhé

The perception of today’s youngsters as media-savvy cynics could hardly be further from the truth. Instead, this
generation of keen consumers may turn witty advertising into an endangered species. Julia Day reports

The youth of today are cynical, media-savvy, seen it all, done it all, wouldn’t-be-seen-dead-in-the-T-shirt types
who appreciate only the most achingly trendy adverts, TV shows and magazines, right? Wrong: that was so last generation.

Today’s youngsters don’t “get” clever ads, are not in the least suspicious of commercials ercials, don’t know the difference between newspapers’ political stances, or TV channels, and they don’t mind admitting it. In short, they are not half as media, marketing and advertising literate as we might have thought, according to new research
commissioned by five media groups – Guardian Newspapers, Channel 4, Carlton Screen Advertising, media buying
agency OMD, and Emap Advertising.

As a result media companies and advertisers are going back to basics to arouse the interest of 15- to 24-year-olds with instant impact messages, plain product pictures, bigger posters, annoying jingles, celebrity endorsements and repetitive ads. Today’s youth are a far cry from today’s thirtysomethings who grew up as commercially-naive kids weaned on the cold war, no national commercial radio, three national TV stations, grant-funded higher education, sponsorship-free Glastonbury festivals and regular strikes and student protests.

Now a lifetime of MTV, the internet, dawn-till-dusk advertising and PlayStation gaming has created a generation
so used to being bombarded with fast-turnover information, they filter it instantly without paying much attention to its meaning. This is a generation of “thoroughbred consumers” says Stuart Armon, managing director of 2cv: research, the company that conducted the so-called Roar research into the media habits of the nation’s youth. “Previous generations were suspicious of advertising, they might have liked ads, but they wouldn’t necessarily buy the product. But this generation has been consuming since they were born. They don’t see any reason to be suspicious,” says Armon.

One young panellist in the focus group research embodied this attitude: “If the advert is good, you think their
product will be good because the more they can spend on advertising, the more money they are obviously getting for
their product.” Armon says the trend has become more pronounced over the seven years that the continuous tracking
study has been running, but has reached a peak in the latest round of interviews with 600 youngsters.

“Advertising is accepted and expected. Young people don’t see anything wrong in being sold to and think that if a product is in a TV ad, it must be good. It’s a myth that they are interested in clever ads – they are not willing to decipher complicated mmessages, they want simple ones.” Many panellists dramatically illustrated this point by revealing they thought Budweiser’s “Real American Heroes” ad, ironically celebrating “Mr foot-long hot dog inventor”, was an ad for hot dogs rather than beer, even though the ad might not be aimed at them.

However, many loved Heineken’s ironic ad featuring Paul Daniels singing Close to You, purely because it made
them laugh. “They are looking for an instant message. If it’s not there, they don’t take any notice. And they literally,
and naively, believe celebrities in ads really use the products they are advertising,” says Armon. A girl panellist from Birmingham commented: “In some of the Nike ads they’ve got all these well-known footballers. You think, ‘Oh my God, they’ve got everybody famous there.’ You think it must be good if they want it.”

The youngsters only read newspapers for the celebrity gossip and sport, rather than news, and couldn’t distinguish between papers’ political stances. They also failed to distinguish between TV channels – they access TV through programmes, not channels, for example watching Sky because The Simpsons is on, not because it’s Sky.

The results of the research deeply worry Sid McGrath, planner at the ad agency that made the infamous “You’ve
been Tango’ed” ads, HHCL and Partners. But they do not surprise him. “My worry is that the youth of today are not
being called upon to flex their intellectual muscles enough,” he says.

“There is instant gratification everywhere – in food it’s Pot Noodles or vending machines, even their pop icons are one-dimensional figures delivered on a plate. Young people are living vicariously through other people’s lives and are not asking for much at the moment. A lot of stimulation is ‘lean back’ – it doesn’t require as much involvement as it used to.”

He says advertising is changing as a result: “Lots of the most popular ads at the moment are happy, clappy, fun.
Easy to digest. They’ve got notice or inclination to decode ads.” One reason behind the shift, McGrath believes, is that young people want relief from the traumas of real life: “Advertising is becoming the opium of the masses rather
than the educator.”

16. Research shows that, compared with the previous generation, young people today are _____.
A. less perceptive B. more sensitive C. more worldly-wise D. better informed
17. In paragraph 3, the word ‘stances’ is closest in meaning to which of the following?
A. attitudes B. situations C. functions D. places

18. According to new research by five media groups, today’s youngsters are _____.
A. able to understand the language of advertising
B. unable to ‘read’ the messages in the many forms of advertising
C. bright enough to do some research before buying something
D. a bit wary of adverts
19. Advertisements aimed at the present young generation _____.
A. are using a variety of new techniques B. are technologically sophisticated
C. are making use of old techniques D. are becoming more subtle
20. It can be inferred that celebrity endorsements are advertisements _____.
A. that show viewers how to become famous
B. that famous people like watching
C. where famous people say they use and like certain products
D. where viewers are invited to take part in a phone-in progra e
21. Young people seem to believe that costly advertising _____.
A. makes no difference to the popularity of the product B. is the mark of a good quality product
C. means the product is probably overpriced D. does not inspire customer confidence
22. According to Stuart Armon, youngsters today pay more attention to an advert _____.
A. if its message is i ediately obvious B. if it is on their favorite TV channel
C. if it gives them something to think about D. if it has a witty element
23. Sid McGrath is concerned that young people these days _____.
A. are encouraged to eat too much B. are given too many choices
C. are not required to drink D. do not get enough exercise
24. The author uses the phrase ‘living vicariously’ in the penultimate paragraph to mean that young people _____.
A. want to become more sophisticated than other people
B. do not imitate people around the
C. do not rely on their own feeling or senses to understand the world around the
D. want to be independent of other people
25. According to McGrath, many advertisements today are adapting to satisfy youngsters’ desire to _____.
A. understand their problems B. see the funny side of their problems
C. forget their problems D. find solutions to their problems

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16. Research shows that, compared with the previous generation, young people today are _____.
A. less perceptive B. more sensitive C. more worldly-wise D. better informed
17. In paragraph 3, the word ‘stances’ is closest in meaning to which of the following?
A. attitudes B. situations C. functions D. places

18. According to new research by five media groups, today’s youngsters are _____.
A. able to understand the language of advertising
B. unable to ‘read’ the messages in the many forms of advertising
C. bright enough to do some research before buying something
D. a bit wary of adverts
19. Advertisements aimed at the present young generation _____.
A. are using a variety of new techniques B. are technologically sophisticated
C. are making use of old techniques D. are becoming more subtle
20. It can be inferred that celebrity endorsements are advertisements _____.
A. that show viewers how to become famous
B. that famous people like watching
C. where famous people say they use and like certain products
D. where viewers are invited to take part in a phone-in progra e
21. Young people seem to believe that costly advertising _____.
A. makes no difference to the popularity of the product B. is the mark of a good quality product
C. means the product is probably overpriced D. does not inspire customer confidence
22. According to Stuart Armon, youngsters today pay more attention to an advert _____.
A. if its message is i ediately obvious B. if it is on their favorite TV channel
C. if it gives them something to think about D. if it has a witty element
23. Sid McGrath is concerned that young people these days _____.
A. are encouraged to eat too much B. are given too many choices
C. are not required to drink D. do not get enough exercise
24. The author uses the phrase ‘living vicariously’ in the penultimate paragraph to mean that young people _____.
A. want to become more sophisticated than other people
B. do not imitate people around the
C. do not rely on their own feeling or senses to understand the world around the
D. want to be independent of other people
25. According to McGrath, many advertisements today are adapting to satisfy youngsters’ desire to _____.
A. understand their problems B. see the funny side of their problems
C. forget their problems D. find solutions to their problems