Guess the meanings of the underlined words and tell the types of the clues1 . The people in this picture aren't Slender ; they are overweight 2 , Many of the vegetables are raw . They are not cooked b...

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

BÀI 2:

There was nothing unusual about Wellington Street, or so I thought as I was growing up. The cobbled street, one
of four identical streets next to each other, was calm, apart from the occasional sound of raised voices from the pub on the corner. Everybody said hello to each other, although rarely much more than that. It was the kind of street that in the past had covered the whole of the north-west of England, affordable housing for the workers, the kind of street that used to be the heart of a community. Now it was a relic, unchanged while the modern world went on around it.

The first time I got a sense that my childhood world was not going to remain the same forever was when a letter
arrived from the local council saying that a meeting was being held locally to discuss the development of the area. I
remember wondering why areas had to be developed and I asked my father. He said that people just liked changing
things for the sake of it but my mum interrupted him and explained that the houses needed modernizing. Even then I
could see this as another move in their ongoing argument about money and location. Mum, with her keen sense of
social position and always very aware of what the neighbours thought, wanted to move into a better house, which Dad took to mean a more expensive house.

The evening of the meeting came around and my dad and I went along. It had already started when we got there
and one of the councilors was trying to explain the plans, although the general reaction from the audience was far from positive. I don’t remember the details, but I remember some shouting, until finally one of our neighbours stood up and said that he wasn’t giving his permission for any of it. I remember the councilor saying then, ‘We don’t need permission. We’re telling you, not asking you.’

The mood when we got home was tense. Although she tried to hide it, I think Mum was secretly quite pleased.

Dad sat and frowned at the TV for a while, before Mum brought him a cup of tea. I was surprised when it was he who broke the silence after a minute or two and said, ‘There are one or two nice places up around Ladybride.’ Mum said nothing. She just sipped her tea and looked at me and smiled.

46. The writer describes the street as a place where _____.
A. people felt they were part of a co unity B. people resisted the fast pace of motion life
C. everyone quietly got on with their own life D. everyone could afford their own house
47. Streets of this kind had been built in the past because they were _____.
A. comfortable B. long-lasting C. traditional D. cheap
48. What did the writer NOT understand when the letter arrived?
A. why things had to change B. why his parents were arguing
C. who had organised the meeting D. where they were going to live next
49. Why didn’t the writer’s father want to move house?
A. He knew why the area had to be developed.
B. He didn’t understand why they wanted to change things.
C. He didn’t want to live in a modern house.
D. It would cost them more.
50. Why did the mother’s mother want to move house?
A. She liked to impress other people. B. She didn’t like the neighbours.
C. She knew it would annoy the writer’s father. D. She thought the local council would help.
51. During the meeting, most people were _____.
A. shocked by what they learned B. unhappy about the proposals
C. sympathetic to the councilor D. confused by the explanation
52. Why was the writer surprised by what his father said?
A. He knew that his father was watching television.
B. He thought that it would upset his mother.
C. He knew that what his father said was wrong.
D. He thought his mother would have made the suggestion.
53. According to the passage, who would make a final decision on the development of the area?
A. People in the area B. The councilors C. Home owners D. The writer’s father
54. What would be the most suitable title for this extract?
A. An unhappy childhood B. A difficult marriage C. The wrong decision D. Changing times
55. It can be inferred from the passage that _____.
A. people at the meeting supported the plan to develop the area
B. everybody in the area wanted to modernize their house
C. the writer said that he didn’t give permission for the development
D. the writer’s father finally agreed to move the house

#Tiếng anh lớp 9

2

NC

Nguyễn Công Tỉnh

5 tháng 3 2018

46. The writer describes the street as a place where _____.
A. people felt they were part of a co unity B. people resisted the fast pace of motion life
C. everyone quietly got on with their own life D. everyone could afford their own house
47. Streets of this kind had been built in the past because they were _____.
A. comfortable B. long-lasting C. traditional D. cheap
48. What did the writer NOT understand when the letter arrived?
A. why things had to change B. why his parents were arguing
C. who had organised the meeting D. where they were going to live next
49. Why didn’t the writer’s father want to move house?
A. He knew why the area had to be developed.
B. He didn’t understand why they wanted to change things.
C. He didn’t want to live in a modern house.
D. It would cost them more.
50. Why did the mother’s mother want to move house?
A. She liked to impress other people. B. She didn’t like the neighbours.
C. She knew it would annoy the writer’s father. D. She thought the local council would help.
51. During the meeting, most people were _____.
A. shocked by what they learned B. unhappy about the proposals
C. sympathetic to the councilor D. confused by the explanation
52. Why was the writer surprised by what his father said?
A. He knew that his father was watching television.
B. He thought that it would upset his mother.
C. He knew that what his father said was wrong.
D. He thought his mother would have made the suggestion.
53. According to the passage, who would make a final decision on the development of the area?
A. People in the area B. The councilors C. Home owners D. The writer’s father
54. What would be the most suitable title for this extract?
A. An unhappy childhood B. A difficult marriage C. The wrong decision D. Changing times
55. It can be inferred from the passage that _____.
A. people at the meeting supported the plan to develop the area
B. everybody in the area wanted to modernize their house
C. the writer said that he didn’t give permission for the development
D. the writer’s father finally agreed to move the house

Đúng(0)

NC

Nguyễn Công Tỉnh

5 tháng 3 2018

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

Đúng(0)

LT

Lê Thị Mộng Thùy

24 tháng 12 2019

Clothes can tell a lot about a person. Some people like very colorful clothes because they want everyone to look at them and they want to be the center of things. Other people like to wear nice clothes, but their clothes are not colorful or fancy. They do not like people to look at them. Clothes today are very different from the clothes of the 1800s. One difference is the way they look. For example, in the 1800s all women wore dresses. The dresses all had long skirts. But today women do not...

Đọc tiếp

#Tiếng anh lớp 9

2

VN

Vũ Như Quỳnh

24 tháng 12 2019

Clothes can tell a lot about a person. Some people like very colorful clothes because they want everyone to look at them and they want to be the center of things. Other people like to wear nice clothes, but their clothes are not colorful or fancy. They do not like people to look at them. Clothes today are very different from the clothes of the 1800s. One difference is the way they look. For example, in the 1800s all women wore dresses. The dresses all had long skirts. But today women do not always wear dresses with long skirts .Sometimes they wear short skirts. Sometimes they wear pants. Another difference between 1800s and today is the cloth. In the 1800s, clothes were made only from natural kinds of cloth. They were made from cotton, wool, silk, or linen. But today, there are many kinds of man-made cloth. A lot of clothes are now made from nylon, rayon, or polyester.
Answer the questions:

1. Why do some people like very colorful clothes ?

Because they want everyone to look at them and they want to be the center of things.
2. Were the clothes of the 1800s the same as clothes today ?

No , they weren't
3. Who wore dresses with long skirts in the 1800s?

All women wore dresses.
4. What is another difference between 1800s and today?

Today women do not always wear dresses with long skirts
5. Are there many kinds of man -made cloth ?

Yes , there are
PART D. WRITING (2,5ms) I/ Complete the second sentence so that it has a similar meaning to the first. (1,5m)
1. It's a pity I can't play the guitar well
. I wish I could play the guitar well
2. I have been doing homework for two hours.
I started doing homework two hours ago
3. Study hard or you will fail the final exam.
-If you don't study hard , you will fail the final exam.
4. They will build a new market near my
- A new market will e built near my housse
5. "Are you going to my party tonight?"
She asked me if / whether I was going to her party that night.
6. "Why don't you come to class today?"
she asked me why I didn't come to class that day

#Yumi

Đúng(1)

NC

Nguyễn Công Đạt

13 tháng 10 2021

bznxhdbbbcerggfvvvccvvddcgbrfvcrtvqegvrfrttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt......................................................................................rt b

Đúng(0)

DL

Dat Luong

27 tháng 10 2016

IV. Choose the underlined words or phrases that are not correct in standard written English.1. In the 1920s cinema became an important art form and one of the ten largest industry in the US2. In some cases , advertisements make people to buy things that they do not really want .3. George told Mary that he has seen this film three times .4. It was so nice weather that we would like to go to the beach .5. Though it is one of the rarest metals , gold was one of the first to be discover .6....

Đọc tiếp

#Tiếng anh lớp 9

1

DL

Dat Luong

27 tháng 10 2016

Help me

Đúng(0)

DL

Đạt Lương

27 tháng 10 2016

IV. Choose the underlined words or phrases that are not correct in standard written English.1. In the 1920s cinema became an important art form and one of the ten largest industry in the US2. In some cases , advertisements make people to buy things that they do not really want .3. George told Mary that he has seen this film three times .4. It was so nice weather that we would like to go to the beach .5. Though it is one of the rarest metals , gold was one of the first to be discover .6....

Đọc tiếp

#Tiếng anh lớp 9

1

NT

Nguyễn Thị Nguyệt

22 tháng 12 2016

1:industry----->industries

2:to buy-------->buy

3:has------->had

4:so------>such

5:discover------->discovered

6: rarely------->bỏ

or seldom------->bỏ

7:culture-------->cultural

8:number----->amout

9:is----->are

10:is it------>it is

ok rồi bạn ạ

Đúng(0)

DL

Đạt Lương

27 tháng 10 2016

IV. Choose the underlined words or phrases that are not correct in standard written English.1. In the 1920s cinema became an important art form and one of the ten largest industry in the US2. In some cases , advertisements make people to buy things that they do not really want .3. George told Mary that he has seen this film three times .4. It was so nice weather that we would like to go to the beach .5. Though it is one of the rarest metals , gold was one of the first to be discover .6....

Đọc tiếp

#Tiếng anh lớp 9

1

TA

Tuyết Ảnh Băng

27 tháng 10 2016

Bạn phải gạch chân mấy từ đã cho trong đề chứ...

Đúng(0)

TN

tuấn ngọc

3 tháng 9 2020

Millions of people use contact lenses worldwide. They were made to replace glasses and are very useful because sometimes glasses are inconvenient. In sports, for instance, many athletes wear contact lenses instead of using obnoxious sports goggles because they are much safer. Contact lenses can also be used to correct some conditions that glasses are not capable of fixing. People also use them if they want to change the color of their eyes. One can wear contact lenses every day, or they can be...

Đọc tiếp

Millions of people use contact lenses worldwide. They were made to replace glasses and are very useful because sometimes glasses are inconvenient. In sports, for instance, many athletes wear contact lenses instead of using obnoxious sports goggles because they are much safer. Contact lenses can also be used to correct some conditions that glasses are not capable of fixing. People also use them if they want to change the color of their eyes. One can wear contact lenses every day, or they can be used only once, for example, to have red eyes with a vampire costume.

The idea of wearing contact lenses for better vision was first thought of by Leonardo da Vinci in the 1500s. He made sketches but there is no evidence that his design was ever realized. Throughout the 1800s many scientists played with the idea of contact lenses but no one perfected the use of them. The first models were very uncomfortable so they could not be worn for long periods of time. They were not flexible and did not let oxygen get to the eyes so in some cases they caused more problems than they fixed. The earlier versions were also very fragile and expensive, which made them not usable for many people.

It wasn’t until the late 1900s that contact lenses started to be effective and affordable enough for everyone to use. They became more and more popular as people became aware that there was an alternative to wearing glasses. In recent years, people have been developing even more advanced contact lenses. Now they can not only fix poor vision, but can improve good vision. Although contact lenses have become extremely popular over the last few decades, laser technology now allows people to improve their eyesight through a relatively quick, inexpensive, and painless procedure. One day, this technology may phase out contact lenses.

77. The author’s main purpose is to

A. give a brief history of contact lenses

B. persuade readers of the convenience of contact lenses

C. explain how contact lenses improve people’s vision

D. prove the risk of wearing contact lenses for better looks

78. In line 16, the word alternative is closest in meaning to

A. option

B. upgrade

C. solution

D. purchase

79. In line 10, the word They refers to

A. the eyes

B. the scientists

C. the drawings

D. the first models

80. Why does the author mention athletes in the passage?

A. To explain that some sports do not allow glasses

B. To show that athletes are concerned for their health

C. To illustrate the development of today’s contact lenses

D. To give an example of the usefulness of contact lenses

#Tiếng anh lớp 9

0

NC

Nguyễn Cường

4 tháng 5 2018

Điền vào chổ trống: In the united states of america,the national language is (1).......english.Four hundred years ago,some english people came to noth america to live and they brought (2)..........language to this country. Now in the usa people speak (3)...........english.Most of the words are the (4)........in america and british english ,but the america say some englhish words not as people (5)..........in england. Canada is (6)........to the North of the United states of america .It...

Đọc tiếp

#Tiếng anh lớp 9

1

NC

Nguyễn Công Tỉnh

4 tháng 5 2018

Điền vào chổ trống:

In the united states of america,the national language is (1)....also...english.Four hundred years ago,some english people came to noth america to live and they brought (2).....English....language to this country.

Now in the usa people speak (3)....American....english.Most of the words are the (4).....same....in america and british english ,but the america say some englhish words not as people (5)...speak.......in england. Canada is (6)...situated.....to the North of the United states of america .It is the (7)..largest.....the united states.In canada ,many people (8).....speak.......english because they also came from england many years (9)....ago......But in some parts of canada,people speak (10)...French......because they came from France.

Đúng(1)

Chúng tôi đề xuất

Tài nguyên

Ứng dụng mobile

Bảng xếp hạng

Các khóa học có thể bạn quan tâm

Yêu cầu VIP