What are the signal words that the speaker uses to explain the word “nocturnal”？

( ) morpheme is a morpheme that contributes to the lexical meaning of the word.

A、Functional

B、Lexical

C、Grammatical

D、Performative

What does the word "synaesthesia" refers to?

A．It means that people may appreciate two kinds of beauty at the same time.

B．It means that people may enjoy beauty with all senses at the same time.

C．It holds that different spheres of senses may overlap.

D．It is thoroughly studied by modem science.

The Value of Writing Well

It's that time of year again. No, not "the holiday season". I mean, it is holiday time, but for professors it doesn't start feeling like holiday time until final grades are in and the books are closed on another semester. No, for me, it's paper-grading time, the time of year when I'm reminded over and over of the importance of good writing skills--and of their rarity.

The ability to write well is not a gift. Sure, the special something that sets apart a Tolstoy or Shakespeare or Salman Rushdie or Isabel Allende is a gift, a talent born of disposition, experience, and commitment. But just to be able to communicate clearly with the written word takes no special talent; it's a skill like any other.

Well, not exactly like any other. Because the words we use to write with are the same words we use to think with, learning to write well has ramifications that go beyond the merely technical. As we improve our writing ability, we improve our ability to think--to build an argument, to frame. issues in compelling ways, to weave apparently unrelated facts into a coherent whole.

And despite the recurring hand-wringing and chest-beating about the "end of literacy" and the "death of the printed word", the reality is that we write more than ever these days. While it's a rare person who sits down with pen and paper in hand and writes a letter to a friend or loved one, we pour emails into the ether at an astounding rate. We text message, tweet, instant message, blog, comment, and otherwise shoot words at each other in a near-constant flow of communication. We annotate group portraits, LOL-ify cat pictures, and tag.., well, everything. At work, we write letters, proposals, PowerPoint presentations, Business requirement documents, memos, speeches, mission statements, position papers, operating procedures, manuals, brochures, package copy, press releases, and dozens of more specialized types of documents.

We are, it seems, writing creatures. Homo scribus, if you will.

It's no wonder that Businesses repeatedly cite "communication skills" as the single most desirable trait in new employees. The kicker, though, is that we are as a society incredibly bad at writing. Public schools do a poor job of teaching students how to write well-they barely manage to instill the basic rules of grammar and the miserable 5-paragraph essay, let alone how to write with style. and verve, how to put together an argument that moves steadily from one point to the next to persuade a reader of some crucial point, how to synthesize ideas and data from multiple sources into something that takes those ideas one step further.

It's not just the teachers' fault. Teachers do the best they can with what they're given, and all too often what they're given is inadequate resources with which to teach classrooms full of unmotivated students who could care less about writing. Add to that the requirements of mandatory nation-wide tests that reward conformity, not creativity, and the threat of punishment for any school whose students fail to fall within the fairly rigid boundaries of the test's requirements, and you've got a pretty bad situation all around for instilling in students the power to write well.

That is, alas, a great disservice. Being able to write well vastly improves students'-and others'-potential for success, regardless of the field they find themselves in. As I've already mentioned, people who write well tend to be better able to think through problems and tease out patterns in outwardly dissimilar situations. More importantly, people who write well have the opportunity to make a mark in the world, because their best ideas aren't trapped in their own minds for lack of a means of expression.

This is true whether you're a CEO or a janitor, a marketing expert or an Emergency Medical Technician. The skills

A．had nothing to do with gift

B．was attributed to tough training

C．was a born talent

D．made him well-known

The teacher creates a situation and askes the students to speak out the words that can be used in that situation. What vocabulary learning strategy does the activity help to train?

A. Association.

B. Contextualization.

C. Collocation.

D. Cohesiveness.

When the child uses "beautiful" to respond to the mother， it shows that

(A) the child loves certain words better than others

(B) the word " beautiful" is used more by children

(C) reading has improved the child ' s language

(D) the child has the ability to correct parents

The internal structure of words and the rules by which words are formed are the subjects of ______.

A．Morphology

B．Pragmatics

C．Anthropology

D．Psychology

How Advertisement Is Done

The language of the advertiser

When we choose a word we do more than give information; we also express out feelings about what ever we' re describing. Words point to facts but often link these to attitudes at the same time; they can also affect the beliefs and attitudes of other people.

These two remarks are much the same--or are they? What' s the speaker' s feeling towards the same dog in each case? And how would the different descriptions affect the listeners?

Here comes that pet.

Here comes that dog.

The fact that words can work like this is important and valuable, for it adds a richness to our communication with one another. Advertisers make use of it in a number of ways.

Brand names

The manufacturer needs a name that will do more than just label: he wants a name that brings suit able associations as well--the ideas that the word brings to the mind will help sell the product.

If all were available at the same price, which coat or suit would you choose from this range of shades--Dark Tan, Brown, Mud Brown?

Which of these shades of eye-show--Black Diamond, Black, Coaldust?

Key words

Because words have these associations, the advertiser is very careful about the way he describes his product and what it will do. Almost every advertisement has certain key words(sometimes, but not al ways, in bold or large letters, or beginning with a capital letter)that are intended to be persuasive, while at the same time appearing to be informative. It' s difficult enough simply to describe what a thing is and how it works, especially in a few words, but the writers who write for the advertisements also try to include feelings, associations and attitudes.

Some words seem to have been so successful in selling that the advertisers use them almost as if they were magic key to a certain sale. How often, for instance, have you come across the word "golden" in advertisements?

Association of ideas

One thing reminds us of another -- especially if we often see them together. These reminders(called "associations")are sometimes more imaginary than real: for many people a robin suggests Christmas, for others silver candlesticks suggest wealth.

The tricks of the advertising business we have so far described are all examples of the advertiser encouraging us to associate products with those things he thinks we really want -- a good job, nice clothes, a sport car, a beautiful girlfriend -- perhaps most of all a feeling of importance. The "image' of a product is based on these associations, and the advertiser often creates a "good image" by showing us some one who uses his product and who leads the kind of life we should like to lead. We buy not just the product but the sense of importance that goes with it. We drink Coca-Cola not just for the taste, but because we would like to be thought of as being as gay as the energetic people who drink it in the ads.

How scientific is the science?

In this age of moon flights, heart transplants and wonder drags, we are all impressed by science. If an advertiser links his claim with a scientific fact, there is even a chance we can be blinded by science. The question is simply whether the impressive air of the new discovery or the "man-made miracle" is being used to help or just to deceive us.

"The camera never lies"

Maybe we can' t always believe what we' re told, but surely we must accept what we' re actually shown. The trouble is that when we look at the photograph we don' t know how the photograph was taken, or even what was actually photographed.

Is that delicious-looking whipped cream really cream, or plastic froth?

Is that marvelous gloss a sheet of glass?

Are the colours in fact so glowing or has a special effect been used?

It' s

A．Y

B．N

C．NG

How Advertisement Is Done

The Language of the Advertiser

When we choose a word we do more than give information; we also express out feelings about whatever we're describing. Words point to facts but often link these to attitudes at the same time; they can also affect the beliefs and attitudes of other people.

These two remarks are much the same, or are they? What's the speaker's feeling towards the same dog in each case? And how would the different descriptions affect the listeners?

Here comes that pet.

Here comes that dog.

The fact that words can work like this is important and valuable, for it adds a richness to our communication with one another. Advertisers make use of it in a number of ways.

Brand names

The manufacturer needs a name that will do more than just label: he wants a name that brings suitable associations as well the ideas that the word brings to the mind will help sell the product.

If all were available at the same price, which coat or suit would you choose from this range of shades—Dark Tan, Brown, Mud Brown?

Which of these shades of eye-show, Black Diamond, Black, Coaldust?

Key words

Because words have these associations, the advertiser is very careful about the way he describes his product and what it will do. Almost every advertisement has certain key words( sometimes, but not always, in bold or large letters, or beginning with a capital letter) that are intended to be persuasive, while at the same time appearing to be informative. It's difficult enough simply to describe what a thing is and how it works, especially in a few words, but the writers who write for the advertisements also try to include feelings, associations and attitudes.

Some words seem to have been so successful in selling that the advertisers use them almost as if they were magic key to a certain sale. How often, for instance, have you come across the word "golden" in advertisements?

Association of ideas

One thing reminds us of another, especially if we often see them together. These reminders(called "associations") are sometimes more imaginary than real: for many people a robin suggests Christmas, for others silver candlesticks suggest wealth.

The tricks of the advertising business we have so far described are all examples of the advertiser encouraging us to associate products with those things he thinks we really want a good jog, nice clothes, a sport car, a beautiful girlfriend perhaps most of all a feeling of importance. The "image" of a product is based on these associations, and the advertiser of ten creates a "good image" by showing us someone who uses his product and who leads the kind of life we should like to lead. We buy not just the product but the sense of importance that goes with it. We drink Coca-Cola not just for the taste, but because we would like to be thought of as being as gay as the energetic people who drink it in the ads.

How scientific is the science?

In this age of moon flights, heart transplants and wonder drugs, we are all impressed by science. If an advertiser links his claim with a scientific fact, there is even a chance we can be science. The question is simply whether the impressive air of the new discovery of the "man-made miracle" is being used to help or just to deceive us.

"The camera never lies"

Maybe we can't always believe what we're told, but surely we must accept what we're actually shown. The trouble is that when we look at the photograph we don't know how the photograph was taken, or even what was actually photographed.

Is that delicious-looking whipped cream really cream, or plastic froth?

Is that marvelous loss a sheet of glass?

Are the colours in fact s

A．Y

B．N

C．NG