词汇选项:
1.The curriculum was too narrow and too rigid
A.hidden
B.traditional
C.official
D.inflexible
2.His professional career spanned 16 years
A.stareed
B.changed
C.lasted
D.moved
3.The majority of people around here are decentA.realB.normalC.wealthyD.honest
4.Several windows had been smashed
A.cleaned
B.replaced
C.broken
D.fixed
5.It was a magic night until the spell was broken
A.clarm
B.time
C.space
D.opportunity
6.London quickly became a flourishing port
A.major
B.large
C.commercial
D.successful
7.The group does not advocate the use of violence
A.limit
B.support
C.regalate
D.oppose
8.He led a very moral life
A.human
B.intelligent
C.natural
D.honourable
9.His knowledge of French is fair
A.quite good
B.very useful
C.very limited
D.rather special
10.The committee was asked to render a report on the housing situation
A.copy
B. publish
C. furnish
D. summariza
11.His stomach felt hollow with fear
A. sincere
B. respectful
C. terrible
D. empty
12.She felt that she had done her good deed for the day
A. homework
B. justice
C. model
D. act
13.The worst agonies of the war were now beginning
A. parts
B. pains
C. aspects
D. results
14.They are trying to identify what is wrong with the present system
A. prove
B. consider
C. imagine
D. discover
15.After wards there was just a feeling of let-down
A. disappointment
B. excitement
C. anger
D. Calm
阅读判断:
The Most Wonderful Islands
The Palm Islands are the largest artificial islands in the world and are under construction in Dubai,……
16. Some Dutch engineers are experienced in reclaiming land from the sea.
A . Right B . Wrong C . Not mentioned
17. The islands are being built in the deep water of the sea.
A . Right B . Wrong C . Not mentioned
18. Rocks for building the breakwater were taken from the World of Islands.
A . Right B . Wrong C . Not mentioned
19. All the luxury homes on Palm Jumeirah were sold.
A . Right B . Wrong C . Not mentioned
20. The water theme park in Jebei All will attract more tourists.
A . Right B . Wrong C . Not mentioned
21. The Palm Deira will be the same size as Paris.
A . Right B . Wrong C . Not mentioned
22. The World Islands are bigger than the Palm Jumeirah
A . Right B . Wrong C . Not mentioned
概括大意与完成句子:
The Story-Teller
It was a hot afternoon, and the railway carriage was correspondingly sultry, and the next stop was at Templecombe, nearly an hour ahead. The occupants of the carriage were a small girl, and a smaller girl, and a small boy. An aunt belonging to the children occupied one corner seat, and the further corner seat on the opposite side was occupied by a bachelor who was a stranger to their party, but the small girls and the small boy emphatically occupied the compartment. Both the aunt and the children were conversational in a limited, persistent way, reminding one of the attentions of a housefly that refuses to be discouraged. Most of the aunt's remarks seemed to begin with “Don't,” and nearly all of the children's remarks began with “Why?” The bachelor said nothing out loud. “Don't, Cyril, don't,” exclaimed the aunt, as the small boy began smacking the cushions of the seat, producing a cloud of dust at each blow.
“Come and look out of the window,” she added.
The child moved reluctantly to the window. “Why are those sheep being driven out of that field?” he asked.
“I expect they are being driven to another field where there is more grass,” said the aunt weakly.
“But there is lots of grass in that field,” protested the boy; “there's nothing else but grass there. Aunt, there's lots of grass in that field.”
“Perhaps the grass in the other field is better,” suggested the aunt fatuously.
“Why is it better?” came the swift, inevitable question.
“Oh, look at those cows!” exclaimed the aunt. Nearly every field along the line had contained cows or bullocks, but she spoke as though she were drawing attention to a rarity.
“Why is the grass in the other field better?” persisted Cyril.
The frown on the bachelor's face was deepening to a scowl. He was a hard, unsympathetic man, the aunt decided in her mind. She was utterly unable to come to any satisfactory decision about the grass in the other field.
The smaller girl created a diversion by beginning to recite “On the Road to Mandalay.” She only knew the first line, but she put her limited knowledge to the fullest possible use. She repeated the line over and over again in a dreamy but resolute and very audible voice; it seemed to the bachelor as though some one had had a bet with her that she could not repeat the line aloud two thousand times without stopping. Whoever it was who had made the wager was likely to lose his bet.
“Come over here and listen to a story,” said the aunt, when the bachelor had looked twice at her and once at the communication cord.
The children moved listlessly towards the aunt's end of the carriage. Evidently her reputation as a story- teller did not rank high in their estimation.
In a low, confidential voice, interrupted at frequent intervals by loud, petulant questionings from her listeners, she began an unenterprising and deplorably uninteresting story about a little girl who was good, and made friends with every one on account of her goodness, and was finally saved from a mad bull by a number of rescuers who admired her moral character.
“Wouldn't they have saved her if she hadn't been good?” demanded the bigger of the small girls. It was exactly the question that the bachelor had wanted to ask.
“Well, yes,” admitted the aunt lamely, “but I don't think they would have run quite so fast to her help if they had not liked her so much.”
“It's the stupidest story I've ever heard,” said the bigger of the small girls, with immense conviction.
“I didn't listen after the first bit, it was so stupid,” said Cyril.
The smaller girl made no actual comment on the story, but she had long ago recommenced a murmured repetition of her favourite line.
“You don't seem to be a success as a story-teller,” said the bachelor suddenly from his corner.
The aunt bristled in instant defence at this unexpected attack.
“It's a very difficult thing to tell stories that children can both understand and appreciate,” she said stiffly.
“I don't agree with you,” said the bachelor.
“Perhaps you would like to tell them a story,” was the aunt's retort.
“Tell us a story,” demanded the bigger of the small girls.
“Once upon a time,” began the bachelor, “there was a little girl called Bertha, who was extra-ordinarily good.”
The children's momentarily-aroused interest began at once to flicker; all stories seemed dreadfully alike, no matter who told them.
“She did all that she was told, she was always truthful, she kept her clothes clean, ate milk puddings as though they were jam tarts, learned her lessons perfectly, and was polite in her manners.”
“Was she pretty?” asked the bigger of the small girls.
“Not as pretty as any of you,” said the bachelor, “but she was horribly good.”
There was a wave of reaction in favour of the story; the word horrible in connection with goodness was a novelty that commended itself. It seemed to introduce a ring of truth that was absent from the aunt's tales of infant life.
“She was so good,” continued the bachelor, “that she won several medals for goodness, which she always wore, pinned on to her dress. There was a medal for obedience, another medal for punctuality, and a third for good behaviour. They were large metal medals and they clicked against one another as she walked. No other child in the town where she lived had as many as three medals, so everybody knew that she must be an extra good child.”
“Horribly good,” quoted Cyril.
“Everybody talked about her goodness, and the Prince of the country got to hear about it, and he said that as she was so very good she might be allowed once a week to walk in his park, which was just outside the town. It was a beautiful park, and no children were ever allowed in it, so it was a great honour for Bertha to be allowed to go there.”
“Were there any sheep in the park?” demanded Cyril.
“No;” said the bachelor, “there were no sheep.”
“Why weren't there any sheep?” came the inevitable question arising out of that answer.
The aunt permitted herself a smile, which might almost have been described as a grin.
“There were no sheep in the park,” said the bachelor, “because the Prince's mother had once had a dream that her son would either be killed by a sheep or else by a clock falling on him. For that reason the Prince never kept a sheep in his park or a clock in his palace.”
The aunt suppressed a gasp of admiration.
“Was the Prince killed by a sheep or by a clock?” asked Cyril.
“He is still alive, so we can't tell whether the dream will come true,” said the bachelor unconcernedly; “anyway, there were no sheep in the park, but there were lots of little pigs running all over the place.”
“What colour were they?”
“Black with white faces, white with black spots, black all over, grey with white patches, and some were white all over.”
The storyteller paused to let a full idea of the park's treasures sink into the children's imaginations; then he resumed:
“Bertha was rather sorry to find that there were no flowers in the park. She had promised her aunts, with tears in her eyes, that she would not pick any of the kind Prince's flowers, and she had meant to keep her promise, so of course it made her feel silly to find that there were no flowers to pick.”
“Why weren't there any flowers?”
“Because the pigs had eaten them all,” said the bachelor promptly. “The gardeners had told the Prince that you couldn't have pigs and flowers, so he decided to have pigs and no flowers.”
There was a murmur of approval at the excellence of the Prince's decision; so many people would have decided the other way.
“There were lots of other delightful things in the park. There were ponds with gold and blue and green fish in them, and trees with beautiful parrots that said clever things at a moment's notice, and humming birds that hummed all the popular tunes of the day. Bertha walked up and down and enjoyed herself immensely, and thought to herself: 'If I were not so extraordinarily good I should not have been allowed to come into this beautiful park and enjoy all that there is to be seen in it,' and her three medals clinked against one another as she walked and helped to remind her how very good she really was. Just then an enormous wolf came prowling into the park to see if it could catch a fat little pig for its supper.”
“What colour was it?” asked the children, amid an immediate quickening of interest.
“Mud-colour all over, with a black tongue and pale grey eyes that gleamed with unspeakable ferocity. The first thing that it saw in the park was Bertha; her pinafore was so spotlessly white and clean that it could be seen from a great distance. Bertha saw the wolf and saw that it was stealing towards her, and she began to wish that she had never been allowed to come into the park. She ran as hard as she could, and the wolf came after her with huge leaps and bounds. She managed to reach a shrubbery of myrtle bushes and she hid herself in one of the thickest of the bushes. The wolf came sniffing among the branches, its black tongue lolling out of its mouth and its pale grey eyes glaring with rage. Bertha was terribly frightened, and thought to herself: 'If I had not been so extraordinarily good I should have been safe in the town at this moment.' However, the scent of the myrtle was so strong that the wolf could not sniff out where Bertha was hiding, and the bushes were so thick that he might have hunted about in them for a long time without catching sight of her, so he thought he might as well go off and catch a little pig instead. Bertha was trembling very much at having the wolf prowling and sniffing so near her, and as she trembled the medal for obedience clinked against the medals for good conduct and punctuality. The wolf was just moving away when he heard the sound of the medals clinking and stopped to listen; they clinked again in a bush quite near him. He dashed into the bush, his pale grey eyes gleaming with ferocity and triumph, and dragged Bertha out and devoured her to the last morsel. All that was left of her were her shoes, bits of clothing, and the three medals for goodness.”
“Were any of the little pigs killed?”
“No, they all escaped.”
“The story began badly,” said the smaller of the small girls, “but it had a beautiful ending.”
“It is the most beautiful story that I ever heard,” said the bigger of the small girls, with immense decision.
“It is the only beautiful story I have ever heard,” said Cyril.
A dissentient opinion came from the aunt.
“A most improper story to tell to young children! You have undermined the effect of years of careful teaching.”
“At any rate,” said the bachelor, collecting his belongings preparatory to leaving the carriage, “I kept them quiet for ten minutes, which was more than you were able to do.”
“Unhappy woman!” he observed to himself as he walked down the platform of Templecombe station; “for the next six months or so those children will assail her in public with demands for an improper story!”
23. Paragraph 1______
24. Paragraph 2_________
25. Paragraph 3_________
26. Paragraph 4_________
27. Some of Spielberg’s most successful movies came from _______
28. When Spielberg was a boy,he used to be scared of _________
29. Spielberg is very good at _________
30. Spielberg says he makes movies for _________
阅读理解1: The Making of a Success Story
原文来自于职称英语教材综合类概括大意第一篇
1 IKEA is the world's largest furniture retailer, and the man behind it is Ingvar Kampread, one of the world's most successful entrepreneurs. Born in Sweden in 1926, Kamprad was a natural businessman. As a child, he enjoyed selling things and made small profits from selling matches, seeds, and pencils in his community. When Kamprad was 17, his father gave him some money as a reward for his good grades. Naturally he used it to start up a business-IKEA.
2 IKEA's name comes from Kamprad's initials(I.K.)and the place where he grew up ('E' and 'A'). Today IKEA is known for its modern, minimalist furniture, but it was not a furniture company in the beginning. Rather, IKEA sold all kinds of miscellaneous goods, including watches, pens and stockings.
3 IKEA first began to sell furniture through a mail-order catalogue in 1947. The furniture was all designed and made by manufacturers near Kamprad's home. Initial sales were very encouraging, so Kamprad expanded the product line. Furniture was such a successful aspect of the business that IKEA became solely a furniture company in 1951.
4 in 1953 IKEA opened its first showroom in Almhult, Sweden. IKEA is known today for its spacious stores with furniture in attractive settings, but in the early 1950s, people loved being able to see and try the furniture before buying it. This led to increased sales and the company continued to thrive. By 1955, IKEA was designing all its own furniture.
5 in 1956 Kamprad saw a man disassembling a table to make it easier to transport. Kamprad was inspired. The man had given him a great idea: flat packaging. Flat packaging would mean lower shipping costs for IKEA and lower prices for customers. IKEA tried it and sales soared. The problem was that people had of assemble furniture themselves, but over time, even this grew into an advantage for IKEA. Nowadays, IKEA is often seen as having connotations of self-sufficiency. This image has done wonders for the company, leading to better sales and continued expansion.
6 Today there are over 200 stories in 32countries. Amazingly, Ingvar Kamprad has managed to keep IKEA a privately-held company. In 2004 he was named the world's richest man. He currently lives in Switzerland and is retied from the day-to-day operations of IKEA. IKEA itself, though, just keeps on growing.The Making of a Success Story1 IKEA is the world's largest furniture retailer, and the man behind it is Ingvar Kamprad, one of the world's most successful entrepreneurs. Born in Sweden in 1926, Kamprad was a natural businessman. As a child, he enjoyed selling things and made small profits from selling matches, seeds, and pencils in his community. When Kamprad was 17, his father gave him some money as a reward for his good grades. Naturally he used it to start up a business一IKEA.
2 IKEA's name comes from Kamprad's initials (I.K.) and the place where he grew up ('E' and 'A'). Today IKEA is known for its modern, minimalist furniture1, but it was not a furniture company in the beginning. Rather, IKEA sold all kinds of miscellaneous goods. Kamprad's wares included anything that he could sell for profits at discounted prices2, including watches, pens and stockings.
3 IKEA first began to sell furniture through a mail-order catalogue in 1947. The fUrniture was all designed and made by manufacturers near Kamprad's home. Initial sales were very encouraging, so Kamprad expanded the product line. Furniture was such a successful aspect of the business that IKEA became solely a furniture company in 1951.
4 In 1953 IKEA opened its first showroom in Almhult, Sweden. IKEA is known today for its spacious stores with furniture iti attractive settings, but in the early 1950s, people ordered from catalogues. Thus response to the first showroom was overwhelmiig: people loved being able to see and try the furniture before buying it. This led to increased sales and the company continued to thrive. By 1955, IKEA was designing all its own furniture.
5 In 1956 Kamprad saw a man disassembling a table to make it easier to transport. Kamprad was inspired. The man had given him a great idea: flat packaging3. Flat packaging would mean lower shipping costs for IKEA and lower prices for customers. IKEA tried it and sales soared. The problem was that people had to assemble furniture themselves, but over time, even this grew into an advantage for IKEA. Nowadays, IKEA is often seen as having connotations of self-sufficiency. This image has done wonders for the company, leading to better sales and continued expansion.
6 Today there are over 200 stores in 32 countries. Amazingly, Ingvar Kamprad has managed to keep IKEA a privately-held company. In 2004 he was named the world's richest man. He currently lives in Switzerland and is retied from the day-to-day operations of IKEA. IKEA itself, though, just keeps on growing.
31. Kamprad established IKEA with
A . his personal savings
B . his father’s reward for his school performanceC . large profits from selling things
D . his school’s support
32. The author states in Paragraph 5 that flat packaging
A . needs large space to assembly fumiture
B . is a business concept inspired by Kamprad
C . helps reduce transportation costs
D . makes the company self-sufficient
33. According to the passage.which of the following is NOT true?
A . IKEA experienced rapid expansion since the late 1950sB . IKEA designd its own products since 1955C . IKEA sold all kinds of miscellaneous goods originallyD . Kamprad said his company after retirement
34. what is the auther’s attitude towards IKEA’s future according toA . indifferent
B . Doubtful
C . Optimistic
D . Pessimistic
35. The passage is developed primarily in terms ofA . analysis of a process
B . examples that illustrate a problem
C . comanson and contrast
D . sequence events
阅读理解2:Approaches to Understanding IntelligencesIt pays to be smart but we are not all smart in the same way.……
36. What is the main idea of this passage?
A . The importance of intelligence
B . The development of intelligence tests
C . How to understand intelligence
D . How to pecome intelligent
37. Which of the following statements is true concerning general intelligence?
A . Most intelligent people do well on some intelligence tests
B . Intelligent people do not do well on group tests
C . Intelligent people do better on written tests than on oral tests
D . People doing well on one type of intelligence test do well on other tests
38. Gardner believe that
A . all children are alike
B . children have different intelligences
C . children should take one intelligence test
D . there is no general intelligence
39. According to Gardner schools should
A . promote development of all intelligences
B . test student's who do poorly on tests
C . train students who do poorly on tests
D . focus on finding the most intelligent students
40. Gardner thinks that his theory has a
A . musical foundation
B . intrapersonal foundation
C . linguistic foundation
D . biological foundation
阅读理解3:The Worker's Role in Management
来自于2014年职称英语教材综合类阅读判断
Traditionally, it has been the worker's role to worker and management's role to mange. Managers have planned and directed the firm's operation with little thought consulting the labor force. Managers have rarely felt compelled to obtain the worker's opinions or to explain their decisions to their employees. At most, companies have provided "suggestion boxes" in which workers could place ideas for improving procedures. In recent years, however, many management specialists have been arguing that workers are more than sellers of labor-they have a vital stake in the company and many be able to make significant contributions to its management. Furthermore, major company decisions profoundly affect workers and their dependents. This is particularly true of plant closings, which may put thousands on the unemployment lines. Should workers, then, play a stronger role in management?
Workers should have a role in management. At the very least, the labor force should be informed of major policy decisions. (A common complaint among rank-and-file workers is the lack of information about company policies and actions.) Between 1980 and 1985 about five million workers were the victims of plant closings and permanent layoffs, often with no warning. At least 90 day's notice ought to be given in such instances so that workers have time to adjust. Management should consult workers before closing a plant, because the workers might be able to suggest ways of improving productivity and reducing costs and might be willing to make concessions that will keep the plant operating.
It should become a general practice to include workers in some managerial decision making. There ought to be representatives of the workers on the firm's board of directors or other major policymaking groups. If rank-and-file workers are given a voice in the planning and management of the work flow, they will help to make improvement, their morale will rise, and their productivity will increase. As a further incentive, they must be given a share in the company's profits. This can be done through employee stockownership plans, bonuses, or rewards for efficiency and productivity. Finally, when a plant can no longer operate at a profit, the workers should be given the opportunity to purchase the plant and run it themselves.
41. It can be inferred from Paragraph 1 that managersA . were not qualified
B . seldom obtain workers opinion
C . dislike suggestion workers opinions
D . never consulted the tapor torce
42. In recent years,many management specialists have been arguing they
A . should have a say in management of the company
B . are no longer sellers of the products
C . are less affected by company decisions than before
D . are able to make final decisions for the company
43. The word rank-file Paragraph 2 is closest in meaning to
A . senior
B . ordinary
C . intelligent
D . capable
44. According to the passage,what happened between 1980 and 1985
A . About five million workers were laid off without advance notice
B . Managers consulted workers before closing a plant
C . Workers did not make necessary concession
D . Many companies were closed because of strikes
45. If not give a voice in managerial decision making,workers
A . may lack the incentive to increase their productivity
B . cannot get a share in the company’s profits
C . can still get bonuses for efficiency and productivity
D . will not have the opportunity to purchase the plant
补全短文:The Day a Language Died
When Carios Westez died at the age of 76. A language died, too.Westez, more commonly known as Red Thunder Cloud,was the last speaker of the Native American language Catawba.Anyone who wants to hear the songs of the Catawba can contact the Smithsonian Institution in Washington, D.C., where, back in the 1940s, Red Thunder Cloud recorded a series of songs for future generations. (46)They are all that is left of the Catawba language. The language that people used to speak is gone forever.
We are all aware of the danger that modern industry can cause the world’s ecology(生态).However,few people are aware of the impact widely spoken languages have on other languages and ways of life. English has spread all over the world. Chinese, Spanish, Russian, and Hindi have become powerful languages as well. As these languages become more powerful, their use as tools of business and culture increases. As well, (47)When this happens, hundreds of languages that are spoken by only a few die out.
Scholars believe there are around 6,000 languages around the world, but more than half of them could die out within the next 100 years. There are many examples,Araki is a the language of the island of Vanuatu, located in the Pacific Ocean.It is spoken by only a few older adults,so like Catawba,Araki will soon disappear. Many languages of ethiopia will have the same fate because each one has only a few speakers. (48)In the Americas, 100 languages, each of which has fewer than 300 speakers, are dying out.
Red Thunder Cloud was one of the first to recognize the danger of language death and to try to do something about it. He was not actually born into the Catawba tribe, and the language was not his mother tongue.
(49). The songs he sang for the Smithsonian Institution helped to make Native American music popular. Now he is gone, and the language is dead.
What does it mean for the rest of us when a language disappears?When a plant, insect, or animal species dies, it is easy to understand what has been lost and to for the balance of the natural word. However, language is only a product of the mind. To be the last remaining speaker of a language,like Red Thunder,must be a peculiarly lonely destiny, almost as strange and terrible as being the last surviving member of a dying species. (50)
A . Some people might want to learn some of these songs by hearts.
B . Papus New Guines is an extremely rich source of different language,but more than 100 of them are in danger of extinction(灭绝).
C . However,he was a frequent visitor to the Catawba reservation in South Carcinoma where he learned the language.
D . There language don’t have many native speakers.
E . For the rest of us, when a language dies, we lose the possibility of a unique way of seeing and describing the world.
F . As these language become more powerful.their use as tools of business and culture increase.
完形填空:Public Relations
(由于是补全短文改写,仅供参考)
The World’s Longest Bridge
Rumor has it that1 a legendary six-headed monster lurks in the deep waters of the Tyrrhenian Sea between Italy and the island of Sicily.____ (1)____ When completed in 2010,the world ’ s longest bridge will weigh nearly 300,000 tons-equivalent to the iceberg that sank the Titanic-and stretch 5 kilometers long.“That’s nearly 50 percent longer than any other bridge ever built,”says structural engineer Shane Rixon.
____(2) ____They’ re suspension bridges,massive structures built to span vast water channels or gorges.A suspension bridge needs just two towers to shoulder the structure’s mammoth weight,thanks to hefty supporting cables slung between the towers and anchored firmly in deep pools of cement at each end of the bridge.The Messina Strait Bridge will have two 54,100-ton towers,which will support most of the bridge’ s load.The beefy cables of the bridge.each 1.2 meter in diameter, will hold up the longest and widest bridge deck ever built.
When construction begins on the Messina Strait Bridge in 2005,the first job will be to erect two 370 meter-tall steel towers.____(3)____ Getting these cables up will be something2.It ’ s not just their length-totally 5.3 kilometers-but their weight.____(4)____After lowering vertical“ suspender ”cables from the main cables.builders will erect a 60 meter-wide 54.630-ton steel roadway, or deck--wide enough to accommodate 12 lanes of traffic.The deck’s weight will pull down on the cables with a force of 70,500 tons.In return,the cables yank up against their firmly rooted anchors with a force of 1 39。000 tons-equivalent to the weight of about 100,000 cars.Those anchors are essential.____(5)____Public relations
Public relations is a broad set of planned communications about the company, including publicity releases, designed to promote goodwill and a favorable image.
Publicity then is part of public relations when it is initiated by the firm, usually in the form of press releases or press conferences. Since public relations involves communications with stockholders, financial analysts, government officials, and other noncustomer groups, it is usually placed outside the marketing department, perhaps as a staff department or outside consulting firm reporting to top management. This organizational placement can be a limitation because the public relations department or consultant will likely not be in tune with marketing efforts. Poor communication and no coordination may be the consequences. Although the basic purpose of public relations is to provide positive influence on the public image, this influence generally may be less than that provided by the other components of the public image mix.
Publicity may be in the form of news releases that have favorable overtones for the company initiated by the public relations department. Publicity on the other hand should not be divorced from the marketing department, as it can provide a useful adjunct to the regular advertising. Furthermore, not all publicity is initiated by the firm; some can result from an unfavorable press as a reaction to certain actions or lack of actions that are controversial or even downright ill-advised.
The point we wish to emphasize is that a firm is deluding itself if it thinks its public relations function, whether within the company or an outside firm, can take care of public image problems and opportunities. Many factors impact on the public image. Many of these have to do with the way the firm does business, such as its product quality, the servicing and handling of complaints, and the tenor of the advertising. Public relations and directed publicity may help highlight favorable newsworthy events, and may even succeed in toning down the worst of unfavorable publicity, but the other components of the public image mix create more lasting impressions.