I was reading these interesting stories behind a group of great logos in the world. Personally Nike is my favorite one – it’s so simple. And I liked the stories behind them, which made me forget all other things. McDonald’s, Apple, Mercedes Benz and Adidas own great logos as well, and they are among my favorites.

Nike

In the Greek myth, Nike is the goddess of victory and the source of inspiration for soldiers. This logo represents the wing in the famous statue of the Greek goddess. Nike’s logo was designed by Carolyn Davidson in 1971 for $ 35, and was registered as a trademark in 1995.

McDonald’s

The logo was designed in 1962 by Jim Schindler to resemble the archshaped(拱形的) signs on the side of the company’s then walk-up hamburger stand. Later on, the two golden arches were combined together to form the M. The McDonald’s name was added to the logo in 1968.

Apple

There are different stories behind Apple’s logo. The first logo was a reference to the religious story of Adam and Eve, in which the apple represented the fruit of the Tree of Knowledge. One year later, the second logo was designed in 1977 by Steve Jobs and Ronald Wayne, and it described Sir Isaac Newton sitting under an apple tree. This logo didn’t stay long. One year later it was replaced almost immediately by graphic designer Rob Janoff’s “rainbow apple”, a rainbow-colored silhouette(輪廓)of an apple with a bite taken out of it. And then the rainbow-colored apple was replaced by the one-colored logo in 1998. It has not been changed so far.

Mercedes Benz

The Mercedes Benz logo, which was originally created by Gottlieb Daimler in 1909, consists of a simple description of a three-pointed star that represents its rule of the land, the sea and the air. The company was founded by Gottlieb Daimler and Wilhelm Maybach. Mercedes is the name of Maybach’s elder daughter, while Benz came as a result of a combination with Benz, Cie and DMG in 1926.

Adidas

The Adidas logo, which was created by the founder of the company Adi Dassler, represents mountains, pointing towards the challenges that are seen ahead and goals that can be achieved. The logo was used for the first time in 1967.

1.What does the author think of the stories of the great logos?

A．They are boring.                        B．They are out of date.

C．They are attractive.                      D．They are practical.

2.What does Nike’s logo stand for?

A．The goddess of victory.

B．The source of inspiration for soldiers.

C．The statue of the Greek goddess.

D．The wing of the Greek goddess.

3.We can learn that Apple’s present logo is ______.

A．the religious story of Adam and Eve

B．a(chǎn) bitten apple with only one color

C．Newton’s sitting under an apple tree

D．the rainbow-colored bitten apple

4.______ stands for the rule of the land, the sea and the air.

A．Nike’s logo                           B．Apple’s logo

C．The Mercedes logo                      D．The Adidas logo

5.Which of the following time orders describes the births of the great logos?

A．Mercedes Benz –McDonald’s – Nike – Apple.

B．Nike – McDonald’s – Apple – Mercedes Benz.

C．McDonald’s – Apple – Nike – Mercedes Benz.

D．Nike – Mercedes Benz – McDonald’s – Apple.

 

【答案】

 

1.C

2.D

3.B

4.C

5.A

【解析】

試題分析：本文介紹了世界聞名的幾個商標(biāo)背后的故事，發(fā)展的過程以及每個商標(biāo)所代表的含義。

1.C 細(xì)節(jié)題。根據(jù)文章第一句I was reading these interesting stories behind a group of great logos in the world.說明這些商標(biāo)背后的故事都很有趣，都很吸引人。故C項正確。

2.D 細(xì)節(jié)題。根據(jù)第二段第二行This logo represents the wing in the famous statue of the Greek goddess.說明這個商標(biāo)代表的是希臘眾神中的一個著名雕像的翅膀，故D項正確。

3.B 細(xì)節(jié)題。根據(jù)第四段最后4行One year later it was replaced almost immediately by graphic designer Rob Janoff’s “rainbow apple”, a rainbow-colored silhouette(輪廓)of an apple with a bite taken out of it. And then the rainbow-colored apple was replaced by the one-colored logo in 1998. It has not been changed so far.

說明現(xiàn)在的蘋果商標(biāo)是一個只有一個顏色的被咬掉一塊的蘋果。故B正確。

4.C 細(xì)節(jié)題。根據(jù)倒數(shù)第二段前3行The Mercedes Benz logo, which was originally created by Gottlieb Daimler in 1909, consists of a simple description of a three-pointed star that represents its rule of the land, the sea and the air.說明這是奔馳的商標(biāo)。故C正確。

5.A 細(xì)節(jié)題。根據(jù)  The Mercedes Benz logo, which was originally created by Gottlieb Daimler in 1909；McDonald’s The logo was designed in 1962 by Jim Schindler；Nike’s logo was designed by Carolyn Davidson in 1971 for $ 35, and was registered as a trademark in 1995. And then the rainbow-colored apple was replaced by the one-colored logo in 1998. It has not been changed so far.說明A項的順序是正確的。

考點：考查信息篩選類短文閱讀

點評：本文介紹了世界聞名的幾個商標(biāo)背后的故事，發(fā)展的過程以及每個商標(biāo)所代表的含義。

屬于信息篩選類短文，很好地考查學(xué)生提取信息、處理信息的能力，也是歷年來高考考查的一個熱點。本文文句精練，信息量大，表達(dá)方式千變?nèi)f化，做這種題目先略讀題目，再瀏覽題干，然后帶著問題找答案。在閱讀時又要特別注意文中以黑體、大寫、下劃線等方式加以提示的文字，因為這很有可能是文章的核心或至少是一部分內(nèi)容的概括。

 

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