题目
Awareness Weeks（认知宣传周）have become a regular part of Britain's cultural landscape over the past few years. They started back in 1957,when one charity（慈善机构）,Christian Aid, decided to make all its money-raising efforts on one time of year. It was thought that by doing this they would get more publicity for their cause. They were right, and soon other charities and campaign groups followed them. These days, most donations to charity are not collected on the streets. So instead of just asking for money, charities prefer to spend their time “raising awareness”—spreading knowledge of the work they do or the cause they support. They also compete with businesses and trade groups who use awareness weeks as marketing campaigns for their products. There are now 500 awareness weeks held every year in the UK. No week goes by without one group or another trying to make the British public aware of something, with most held in May or October. The danger with all these awareness weeks is that people start to become cynical(不信任).Take National Smile Week, it seems like a great idea. Let's all make each other's life a little bit happier with a friendly smile. But really it's just a group of dentists and cosmetics companies trying to sell us toothpastes. It's enough to make you want to start National Forget About It Week. “People feel that many awareness campaigns are just marketing exercises,” says Ms Ormiston, who edits the Awareness Campaign Register, a newsletter which encourages people who run Awareness Weeks to become more aware of each other.“But 90 per cent of campaigns are run by traditional charities or not for groups to make money.” “There's still no official group for awareness campaigns,” says Ms Ormiston.“People can do what they like, whatever the size of their budgets（经费）or their public relations machines allows.” This situation has led to calls for laws to stop real charities having their efforts overshadowed by marketing campaigns. This could be done by making the two groups hold their weeks at different times or stopping businesses running imitation(模仿) charity campaigns. But there is another way. Maybe it's time for National Weak Awareness Week, especially for people whose awareness of Awareness Weeks is weak. 【小题1】What's the main purpose of awareness weeks run by charities in Britain? A. To raise money for charities. B. To spread knowledge of charities. C. To take up marketing campaigns. D. To advertise their goods for sale. 【小题2】Why do people start to become cynical about awareness weeks? A. Too many awareness weeks make people feel bored. B. People feel many awareness weeks are just for marketing exercises. C. People have a weak awareness of awareness weeks. D. Awareness weeks are held too often and too much money is raised. 【小题3】What does Ms Ormiston think about awareness weeks? A. Most of the awareness weeks should not be for making money. B. Official groups should take the place of charities in awareness campaigns. C. People can do what they like in awareness weeks. D. People can get larger budgets through awareness campaigns.
Awareness Weeks（认知宣传周）have become a regular part of Britain's cultural landscape over the past few years. They started back in 1957,when one charity（慈善机构）,Christian Aid, decided to make all its money-raising efforts on one time of year. It was thought that by doing this they would get more publicity for their cause.
They were right, and soon other charities and campaign groups followed them. These days, most donations to charity are not collected on the streets. So instead of just asking for money, charities prefer to spend their time “raising awareness”—spreading knowledge of the work they do or the cause they support. They also compete with businesses and trade groups who use awareness weeks as marketing campaigns for their products.
There are now 500 awareness weeks held every year in the UK. No week goes by without one group or another trying to make the British public aware of something, with most held in May or October.
The danger with all these awareness weeks is that people start to become cynical(不信任).Take National Smile Week, it seems like a great idea. Let's all make each other's life a little bit happier with a friendly smile. But really it's just a group of dentists and cosmetics companies trying to sell us toothpastes. It's enough to make you want to start National Forget About It Week.
“People feel that many awareness campaigns are just marketing exercises,” says Ms Ormiston, who edits the Awareness Campaign Register, a newsletter which encourages people who run Awareness Weeks to become more aware of each other.“But 90 per cent of campaigns are run by traditional charities or not for groups to make money.”
“There's still no official group for awareness campaigns,” says Ms Ormiston.“People can do what they like, whatever the size of their budgets（经费）or their public relations machines allows.”
This situation has led to calls for laws to stop real charities having their efforts overshadowed by marketing campaigns. This could be done by making the two groups hold their weeks at different times or stopping businesses running imitation(模仿) charity campaigns.
But there is another way. Maybe it's time for National Weak Awareness Week, especially for people whose awareness of Awareness Weeks is weak.
【小题1】What's the main purpose of awareness weeks run by charities in Britain?
They were right, and soon other charities and campaign groups followed them. These days, most donations to charity are not collected on the streets. So instead of just asking for money, charities prefer to spend their time “raising awareness”—spreading knowledge of the work they do or the cause they support. They also compete with businesses and trade groups who use awareness weeks as marketing campaigns for their products.
There are now 500 awareness weeks held every year in the UK. No week goes by without one group or another trying to make the British public aware of something, with most held in May or October.
The danger with all these awareness weeks is that people start to become cynical(不信任).Take National Smile Week, it seems like a great idea. Let's all make each other's life a little bit happier with a friendly smile. But really it's just a group of dentists and cosmetics companies trying to sell us toothpastes. It's enough to make you want to start National Forget About It Week.
“People feel that many awareness campaigns are just marketing exercises,” says Ms Ormiston, who edits the Awareness Campaign Register, a newsletter which encourages people who run Awareness Weeks to become more aware of each other.“But 90 per cent of campaigns are run by traditional charities or not for groups to make money.”
“There's still no official group for awareness campaigns,” says Ms Ormiston.“People can do what they like, whatever the size of their budgets（经费）or their public relations machines allows.”
This situation has led to calls for laws to stop real charities having their efforts overshadowed by marketing campaigns. This could be done by making the two groups hold their weeks at different times or stopping businesses running imitation(模仿) charity campaigns.
But there is another way. Maybe it's time for National Weak Awareness Week, especially for people whose awareness of Awareness Weeks is weak.
【小题1】What's the main purpose of awareness weeks run by charities in Britain?
-
To raise money for charities.
-
To spread knowledge of charities.
-
To take up marketing campaigns.
-
To advertise their goods for sale.
-
Too many awareness weeks make people feel bored.
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People feel many awareness weeks are just for marketing exercises.
-
People have a weak awareness of awareness weeks.
-
Awareness weeks are held too often and too much money is raised.
-
Most of the awareness weeks should not be for making money.
-
Official groups should take the place of charities in awareness campaigns.
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People can do what they like in awareness weeks.
-
People can get larger budgets through awareness campaigns.
题目解答
答案
【小题1】A
【小题２】Ｂ
【小题３】Ａ
【小题２】Ｂ
【小题３】Ａ
解析
文章主旨：本文主要介绍英国的“认知宣传周”现象，包括其起源、发展现状、存在的争议以及未来可能的解决方案。
考查要点：
- 第一题：考查对慈善机构举办“认知宣传周”核心目的的理解，需结合历史背景和当前趋势分析。
- 第二题：需抓住“cynical”背后的原因，即公众对活动真实性的质疑。
- 第三题：需准确提取Ormiston女士对“认知宣传周”的核心观点，注意区分选项中的干扰信息。
第（1）题
关键信息：
- 历史背景：1957年Christian Aid发起宣传周的初衷是集中筹款（raise money）。
- 当前趋势：虽然现在更注重“提升公众意识”（raising awareness），但文章明确指出“charities prefer to spend their time 'raising awareness'”是为了间接支持筹款目标。
选项分析： - A选项正确，因为“awareness raising”是手段，最终目的是为慈善筹款。
- B、C、D选项混淆了手段与目的。
第（2）题
关键信息：
- 公众质疑：以“National Smile Week”为例，指出活动背后是商业宣传（牙医和化妆品公司推广产品）。
- 核心原因：公众认为大部分活动是“营销噱头”而非真正关注公益。
选项分析： - B选项直接对应文章中“many awareness campaigns are just marketing exercises”的表述。
第（3）题
关键信息：
- Ormiston的观点：明确指出“90%的活动由传统慈善或非盈利组织发起”（not for making money）。
- 选项辨析：
- A选项正确，强调“不应以盈利为目的”。
- B、C、D选项均与原文矛盾（如“官方取代慈善”“预算大小决定活动效果”等）。