Exercise One

A. comparatively

B. formal

C. necessity

D. concern

E. share

F. lips

G. appropriately

H. familiar

I. meet

J. practice

In every cultivated language, there are two great classes of words which,taken together，make up the whole vocabulary. First, there are those words which we___1___with in daily conversation, which we learn, that is to say , from the members of our own family and from our ___2___ associates,and which we should know and use even if we could not read or write. They___3___the common things of life, and are the stock in trade of all who use the language. Such words may be called “popular", since they belong to the people at large and are not the exclusive ___4___ of a limited class. On the other hand , our language is made up of a great number of words which are___5___seldom used in ordinary conversation. Their meanings are known to every educated person, but there is little___6___to use them at home or in the market-place. Our first acquaintance with them comes not from our mother's___7___or from the talk of our schoolmates, but from books that we read,lectures that we attend, or the more___8___conversation of highly educated speakers who are discussing some particular topic in a style ___9___ elevated above the habitual extent of everyday life. Such words are called "learned," and the distinction between them and the“popular"words is of great importance to a right understanding of a linguistic process.

Exercise Two

A. saves

B. makes

C. fantastic

D. appeal

E. forced

F. go ahead

G. terms

H. alteration

I. think about

J. inconvenience

One of the most authoritative voices speaking to us today is, of course, the voice of the advertisers, which dominates our lives. It shouts at us from the television screen and the radio loudspeakers; waves to us from every page of the newspaper; signals to us from the roadside billboards all day and flashes messages to us in colored lights all night. It has___1___on us a whole new conception of the successful man as a man no less than 20% of whose mail consists of announcements of giant carpet sales.

Advertising has been among England's biggest growth industries since the war, in___2___of the ratio of money earnings to demonstrable achievement. Why all this___3___expenditure?

Perhaps the answer is that advertising___4___the manufacturers from having to think about the customer. At the stage of designing and developing a product,there is quite enough to___5___without worrying over whether anybody will want to buy it. The designer is busy enough without adding customer-appeal to all his other problems. So they just___6___and make the thing and leave it to the advertiser to find ways of making it___7___to purchasers after they have finished it. If the advertising agency can do this authoritatively enough, the manufacturer is in comfort and luxury.

Other manufacturers find advertising saves them changing their product. And manufacturers hate change. The ideal product is one which goes on unchanged for ever. If, therefore, for one reason or another, some___8___seems called for— how much better to change the image, the packet or the pitch made by product, rather than go to all the___9___of changing the product itself.