兰州一中2018-2019-1学期高一年级期末考试试题

英 语

说明：本试卷分第Ⅰ卷（选择题）和第Ⅱ卷（非选择题）两部分。满分120分，考试时间100分钟。答案写在答题卡上，交卷时只交答题卡。

第Ⅰ卷

第一部分 阅读理解(共两节，满分30分)

第一节(共10小题:每小题2分,满分20分)阅读短文,从A、B、C和D四个选项中选出最佳选项。

　　A bright yellow "M" tells you that it's a McDonald's restaurant; we also associate the cheerful theme tune "I'm Lovin' It" with the famous US fast food.

　　A brand's music has a similar effect on its customers as its logo. "It appeals directly to the heart, where consumers' decisions are really made," wrote Marketing Week.

　　This is probably why companies from around the world have recently focused more on building a "sonic (声音的) identity".

　　An example is the software company Tencent QQ. Since 2014, this Chinese company has been trying to trademark (申请商标权) its "Di-Di-Di-Di-Di-Di" notification sound. The trademark was finally approved on Nov 15, which means that Tencent's "Di-Di-Di-Di-Di-Di" notification sound is now protected by law and can only be used by QQ.

　　Sound and music can also help tell stories. In Game of Thrones (《权力的游戏》) there are so many characters that it is difficult to memorize them all. So, they wrote melodies (旋律) specific to each family. The result is that characters do not only look familiar, but sound familiar too.

　　"I think a huge reason why sound inspires action is that, on an unconscious level, we are always listening," Lauren Nagel, executive creative director at Pandora Media, told GeoMarketing. "You can close your eyes, but you can't shut your ears."

1. What is the influence of a brand's music, according to Marketing Week?

A. It creates a relaxing environment. B. It helps to get customers' attention.

C. It makes the brand better known. D. It encourages consumers to make quick decisions.

2. The example of Tencent QQ is mainly used to show ______.

A. how companies value their sounds and music B. the importance of trademark protection