2020-2021学年上海中学高二（上）期末英语试卷

2020-2021学年上海中学高二（上）期末英语试卷

I.ListeningComprehensionSectionADirections：InSectionA,youwillheartenshort

conversationsbetweentwospeakers.Attheendofeachconversation9aquestionwillbe

askedaboutwhatwassaid.Theconversationsandthequestionswillbespokenonly

once.Afteryouhearaconversationandthequestionaboutit,readthefourpossible

answersonyourpaper,anddecidewhichoneisthebestanswertothequestionyouhave

heard.

1.A.Enjoyingthesunset.

B.Havinganafternoontalk.

C.Takingapicture.

D.Fixingtheirhair.

2.A.6：00pm.

B.8：00pm.

C.4：00pm.

D.10：00pm.

3.A.TheclasshaskeptthepartyasecretfromPeter.

B.Peterisorganizingapartyfortheretiringteacher.

C.Peterissurprisedtolearnofthepartyforhim.

D.TheteacherwillcometoPeter'sbirthdayparty.

4.A.Hedidn'twatchmuchofthoseoldcomedies.

B.Hewatchedonlythosecomediesbyfamousdirectors.

C.TVcomedieshavenotimprovedmuchsincethe1980s.

D.Newcomediesarenotasentertainingasthoseinthe1980s.

5.A.Onabus.

B.Inaclinic.

C.Onaship.

D.Onaplane.

6.A.Thewomanpossessesanaturaltalentforart.

B.Hehasn*tacquiredtheskillsinabstractpainting.

C.Abstractpaintingisapieceofcakeforhim.

D.Hedoesn*tlikeabstractpainting.

7.A.Gethisshowerfixed.

B.Asktobemovedtoanotherbuilding.

C.Takeashoweratthegym.

D.Fetchsomehotwaterfromthegym.

8.A.Meetthewomanatthelibrary.

B.Continuetoread.

C.Enjoyacupofcoffee.

D.Attendhislectureclass.

9.A.Mostplantsgrowbetterindirectsunlight.

B.Thewomancanhelpthemantakecareoftheplants.

C.Themanhaswateredtheplantstoofrequently.

D.Theplantsshouldbeplacedinashadyspot.

10.A.Speaktoherprofessorabouttheconditionofthelecturehall.

B・Organizeateamofstudentstocleanthelecturehall.

C.Findoutwhohasbeenmakingthemess.

D.Discusswithherprofessorhowtosolvetheproblem.

SectionBDirections：InSectionB,youwillhearseveralshortpassage(s)andlonger

conversation(s),andyouwillbeaskedseveralquestionsoneachofthepassage(s)and

theconversation(s).Thepassage(s)andconversation(s)willbereadtwice,butthe

questionswillbespokenonlyonce.Whenyouhearaquestion9readthefourpossible

answersonyourpaperanddecidewhichonewouldbethebestanswertothequestionyou

haveheard.

11.(1)A.Perseverancebringshope.

B・Practicemakesperfect.

C.Aclearconsciencelaughsatfalseaccusations.

D.Don'tputofftilltomorrowwhatshouldbedonetoday.

(2)A.Thethief.

B.Thedog.

C.Thelittleboy.

D.Thecandle.

(3)A.Sticktoyourdreamandsuccesswillfollow.

B.Masterscanbeanywhere.

C.Theonlythingwehavetofearisfearitself.

D.Knowledgeispower.

12.(1)A.Readingliteratureopensone'smind.

B.Readingliteratureenhancesone'spowerofimagination.

C.Readingliteratureimprovesone'sabilityofdecision-making.

D.Readingliteraturehelpscultivateasharpmind.

(2)A.Animpulsiveactressinafilm.

B.Animaginativereaderofanovel.

C.Apsychologistinafictionalstory.

D.Acharacterinafamousnovel.

(3)A.Anegativeattitudetowardsproblemsanddifficulties.

B.Akeenperceptionofothers'thoughtsandbehavior.

C.Aclosedmentalconditioninfrustrationandanxiety.

D.Aleaptoconclusionwithoutmuchdiscussion.

13.(1)A.Theircompany.

B.Theircolleague.

C.Aparty.

D.Theirboss.

(2)A.Mexicanfood.

B.StarWarssouvenirs.

C.Amovieposter.

D.StarWarbooks.

(3)A.ThepartywilltakeplacewhenFrankhasabusinesslunchwithhisclient.

B.Thepartywillbeheldinthecompanycanteen.

C.Frankwillnotknowthepartyinadvance.

D.Frankwillshowhisappreciationofthecompanyattheparty.

(4)A.Hewillgiveaperformance.

B.HewillgiveFrankamemorablegift.

C.HewillpraiseFrankonbehalfofthecompany.

D.Hewilldeliveraspeechonloyaltyandworkefficiency.

II•GrammarandvocabularySectionA

14.Scientistssayitmaybefiveyearsitispossibletotestthismedicineonhuman

patients.()

A.sinceB.untilC.beforeD.when

15.Thereisnottheremotestpossibilityofanyonecallingonme,anditisunbelievablethatI

callonanyoneelse.()

A.canB.mightC.shouldD.must

16.TheproposalFathermadethismorningdidsoundfeasibleeverymemberof

thefamilyone-thirdofhisorherincomeincaseofemergency.()

A.which,setasideB.that,setaside

C.which,setsasideD.that,setsaside

17.Hehardlyapologizeforanyinconveniencecaused,sinceweknowit'snot

hisfault.()

A.don*tneedtoB.needs

C.needD.needn't

18.Inthecomingyear,we'llseeeventspostponedfrom2020,sportingandartseventsnow

rightontopofoneanother,andnew,entirelydigitalversionsofpreviously

face-to-faceaffairs.()

A.scheduling

B.scheduled

C.toschedule

D.havingbeenscheduled

19.ThecurrentpopulationoftheplantfitintothestateofTaxes,ifTaxeswere

settledasthicklyasNewYorkCity.()

A.couldB.canC.willD.should

20.Patients1medicalnoteswentmissingtwodaysagoandnobodythem

since.()

A.hasseenB.hadseenC.sawD.wouldsee

21.Emsureheiskeepingsomethingback.I'dratherhemethetruth.()

A.tellsB.toldC.hastoldD.hadtold

22.Acoupleofpeoplevoicedobjectionsthepatient,asitmightcostmorethan

expected.()

A.tooperateon

B.tothedoctor'soperatingon

C.forthedoctortooperateon

D.operatingon

23.He'ssucharemarkabletennisplayerseemstogetthecredithe

deserves.()

A.thatB.asC.whichD.whom

24.Lefttoitself,theplaceintoaprosperouscivilizedcommunity.()

A.wastogrowB.weretogrow

C.shouldhavegrownD.wouldhavegrown

25.---Yououghttohavecometotheparty.Wehadawonderfultime!

---,butIhadtoworkovertime,soIguessIleftbeforeyougot

there.()

A.SooughtIB.SoIoughtC.SoIhaveD.SoIdid

26.Nowhereelsethaninthehigh-techindustries.()

A.moresoftwareisbeingdeveloped

B.ismoresoftwarebeingdeveloped

C.isbeingdevelopedmoresoftware

D.beingdevelopedmoresoftware

27.Atrainby,shakingthewallsoftherowhouses.()

A.rocketedB.routedC.slippedD.sailed

28.Sincehebecamefamous,hehasbeenregularlywithdemandsforsigned

photographsfromadmirers.()

A.identifiedB・puncturedC.bombardedD.spoiled

29.Thankstopromisingdigitalconnectivityandsupportforindustrialstartups,therise,thefirst

intenmonthsamidtheragingpandemic,thedownwardslideinthe

unemploymentrate.()

A.revealedB.reflected

C.reversedD.revolutionized

30.Inthedimlight,thecandleonthetablethrewahugedancingagainstthe

wall.()

A.reflectionB.impressionC.shadeD.shadow

31.Insomesense,yearsofeconomicrecessionremainedanevilthatthewhole

nationaleconomy.()

A.droveB.touchedC.stressedD.sheltered

32.Don'tgojumpingtoconclusions；itwouldseemtodomoreresearchbefore

wewrapuptheproject.()

A.conclusiveB.competentC.sensibleD.sensitive

33.Ifacallerclaimingtobeacolleagueasksyouforpersonaldata,dialthenumberonthiscard

tothestatements.()

A.checkoutB.checkwithC.checkinD.checkoff

SectionBDirections：Completethefollowingpassagebyusingthewordsinthebox.Each

wordcanonlybeusedonce.Notethatthereisonewordmorethanyouneed.

34.

A.moralB.infrequentlyC.rockD.dwelling

E.chillinglyAB.emergencyAC.addressAD.milestone

AE.modelingBC.highlightBD.ranking

PhysiciansAren'tImmunetoSuicideandDepression

Medicineisatoughprofession.It*sbothtremendouslyrewardingandterriblydemanding.

Physiciansareatthefrontlinesofhumanity,alongwithnurses,therapistsandmore.But

beingatthefrontlinescanberisky：Inastudy,nearly50percentofdoctorsreportingthat

theywereburnedout.(1)physicians,whoareoncall24/7,haveittheworst,

followedcloselybyphysiciansworkinginotherdemandingsubspecialties.

Studiesaboutphysicianburnoutareimportantbuttheytypicallydon'treflectthisgroup's

highriskforevenmoredirementalhealthoutcomes.Pastresearchhasalsoshownthat

physicianshaveahigherriskforsuicidecomparedwithotherprofessions,(2)inthe

toptenofriskyprofessions.AndarecentLancetstudynotesthat(3),onephysician

diesfromsuicideeverydayintheU.S.

Suicidaltendencies(4)thewholecommunity.Healthcaresystemsrespondwith

wellnessmeetingsandotherinterventionsbuttraineesstillreportfeelinguncaredfor.Infact,

severaltraineesprivatelytellmethattheyhavetoreportfewerhoursthantheyactuallywork.

Researchstudies(5)similarconcernstothosePveheard.Theyreportthat

workplacefactorscontributetophysiciansuicide"includingalargeworkload,

competitivenessoftrainingprograms,pressureofpatientandservicedemandsandtheriskof

(6)injuryifphysiciansareforcedtoworkinwaysthatconflictwiththeirethicsand

values.',

Thisnewanalysisisamajor(7)forunderstandingandappropriatelyresponding

tothementalhealthcrisistoday.Insteadof(8)onthepast,thealarmhasnowbeen

sounded：Greaterattentionmustbepaidtophysicianwell-being.Wewantphysicianstobe

safeandwell,butwealsoneedtohelppatientsby(9)goodhealthpractices.

Fortunately,preventivemeasuresarealreadyunderway.Soon,wewillhopefullybeableto

better(10)partofwhatismissinginthecurrentconversationaboutphysicianmental

health.

TH.ReadingcomprehensionSectionADirections：Foreachblankinthefollowingpassage

therearefourwordsorphrasesmarkedA,B,CandD.Fillineachblankwiththeword

orphrasethatbestfitsthecontext.

35.

TrackersonIce

JustbecauseascientistputsaGPStrackingcollaronawildpolarbeardoesnotmeanthe

animalwillobliginglykeepiton.(1),thesehugecollarsarepurposefullyloose.If

onebecomesannoying,abearcan(2)it.Butscientistshavenowfoundawaytouse

(3)fromthediscarded(丢弃的)devices.

"Thesedroppedcollars(4)wouldhavebeenconsideredgarbagedata,“says

NatashaKlappstein,apolarbearresearcherattheUniversityofAlberta.Sheandher

colleaguesinsteadused(5)fromsuchcollars,leftonseaiceinCanada'sHudsonBay,

totracktheiceitself.Fortheirstudy,publishedinJuneinTheCryosphere,theresearchers

identifiedtwentycollarsthattransmittedmovementdatainlinewithicedriftratherthanpolar

bear(6)between2005and2015.Theresultingrecordsofhowmeltingicetypically

driftsinHudsonBayareunique.Therearenoeasily(7)on-the-groundsensors,

andsatelliteobservationsoftencannotaccuratelycapturethemotionofsmallicesheets.

Theteam(8)thediscardedcollars*movementswithwidelyusedice-drift

modelingdatafromtheU.S.NationalSnowandIceDataCenter(NSIDC).Collardata

indicatedthattheNSIDCmodelunderestimatesthespeedatwhichicemovesaroundin

HudsonBay-aswellastheoverall(9)ofdrift.Overthecourseofseveralmonths,

themodelcoulddriftawayfromanicesheet'slocationbyafewhundredkilometers,the

researcherssay.

Thismeansthebearsmaybeworkingharder,whenmovingagainstthedirectionofthe

ice,thanscientistshad(10)："Sincewe'reunderestimatingthespeedofdrift,we're

likelyunderestimatingtheenergeticeffortofpolarbears,“saysNatashaKlappstein.The

researchreveals(11)insightintohowhighlymobileicemoves.Asmeltingincreases

inthecomingyears,suchicewilllikelybecomemore(12)farthernorth,inthe

centralArtic.ScientistshadknownNSIDCdatacouldunderestimatedriftspeeds,but"any

timewecanfindadata(13),itisagoodthing.”

Plus,suchdatacouldimprovepredictionsabouthowoilspillsorotherpollutantsmay

(14)inseaslitteredwithdriftingice,saysWaltMeier,aseniorNSIDCresearch

scientist,whowasnotinvolvedinthestudy.Thefindingsmayeven(15)future

NSIDCmodels："It'sareallynicedataset,"Meiersays."Andcertainlyonewe'lltakeunder

consideration.”

(1)A.InfactB.InawayC.InadditionD.Intheend

(2)A.destroyB.removeC.resistD.reject

(3)A.scratchesB.sensesC.samples0.signals

(4)A.particularlyB.relevantlyC.intentionally0.potentially

(5)A.estimatesB.subjectsC.measurements0.patents

(6)A.behaviorB.habitatC.manner0.motion

(7)A.flexibleB.favorableC.accessible0.changeable

(8)A.overloadedB.comparedC.exchangedD.traced

(9)A.extentB.damageC.trendD.limit

(10)A.agreedB.promisedC.proved0.assumed

(II)A.valuelessB.superiorC.entireD.timely

(12)A.evidentB.uniqueC.common0.realistic

(13)A.gapB.scanC.boomD.fit

(14)A.riseB.spreadC.recoverD.settle

(15)A.reverseB.resembleC.influence0,motivate

IV.ReadingComprehensionSectionBDirections：Readthefollowingthreepassages.Each

passageisfollowedbyseveralquestionsorunfinishedstatements.Foreachofthemthereare

fourchoicesmarkedA,B,CandD.Choosetheonethatfitsbestaccordingtothe

informationgiveninthepassageyouhaveread.

36.Eachyear,backedupbyagrowinganti-consumeristmovement,peopleareusingthe

holidayseasontocallonusalltoshopless.

Drivenbyconcernsaboutresourceexhaustion,overrecentyearsenvironmentalistshave

increasinglyturnedtheirsightsonour"consumerculture'1.GroupssuchasTheStoryofStuff

andBuyNothingNewDayaregrowingasamovementthatincreasinglyblamesallourillson

ourdesiretoshop.

Weclearlyhaveagrowingresourceproblem.Theproduceswemake,buy,anduseare

oftenlinkedtothedestructionofourwaterways,biodiversity,climateandthelandonwhich

millionsofpeoplelive.ButtoblametheseissuesonChristmasshoppersismisguided,and

putsusintheoldtrapofblamingindividualsforwhatisasystematicproblem.

WhilewecomplainaboutenvironmentaldestructionoverChristmas,environmentalists

oftenforgetwhattheholidayseasonactuallymeansformanypeople.Formost,Christmas

isn'tanadd-ontoanalreadyheavyshoppingyear.Infact,itislikelytheonlytimeofyear

manyhavetheopportunitytospendonfriendsandfamily,orevenjusttobuythenecessities

neededformodernlife.

Thisisparticularly,trueforBoxingDay,oftenthetargetofthestrongestderision(嘲

弄)byanti-consumerists.Whilewemaylaughatthequeuesinfrontoftheshops,for

many,thosesalesprovidetheonechancetobuyitemsthey'veneededallyear.AsLeigh

Phillipsargues,“thisisoneofthefewtimesoftheyearthatpeoplecanevenhopetoafford

suchluxuries',theChristmaspresentstheirkidsareaskingfor,orjustanappliancethat

works."

Indeed,therichest7%ofpeopleareresponsiblefor50%ofgreenhousegasemissions.

ThisbecomesparticularlyharmfulwhenyoutakeintoaccountthatthoseshoppingonBoxing

Dayareonlyasmallpartofourconsumption''problem"anyway.Whyareenvironmentalists

attackingtheseindividuals,whileignoringsuchpeopleasRussianbillionaireRoman

Abramovich,whohashisown£1.5bnyachtwithamissiledefencesystem?

Anyway,anti-consumerismhasbecomeamovementofwealthypeopletalkingdown

totheworkingclassabouttheirlifechoices，whileignoringtherealcauseofour

environmentalproblems.Itisnowonderoneischangingtheirbehaviours-orthat

environmentaldestructioncontinueswithoutanyreductioninintensity.

(1)Itisindicatedinthe1stparagraphthatduringtheholidayseason,many

consumers.

A.ignoreresourceproblems

B.arefascinatedwithpresents

C.areencouragedtospendless

D.showgreatinterestinthemovement.

(2)ItcanbeinferredfromParagraphs2and3thattheenvironmentalistmovement.

A.hastargetedthewrongpersons

B.hasachieveditsintendedpurposes

C.hastakenenvironment-friendlymeasures

D.hasbenefitedbothconsumersandproducers

(3)TheexampleofRomanAbramovichisusedtoshowenvironmentalists'.

A.madnessaboutlifechoices

B.discontentwithrichlifestyle

C.ignoranceabouttherealcause

D.disrespectforholidayshoppers

(4)ItcanbeconcludedfromthetextthattellingpeoplenottoshopatChristmasis.

A.anythinglessthanaresponsibility

B.nothingmorethanabias

C.indicativeofenvironmentalawareness

D.unacceptabletoordinarypeople

□

37.融

ThisisWhataREALSilverDollarLooksLike

Ifyoutrustintheyen,theeuro,andthedollar,,,stopreading.

BecausethisisastoryaboutdieslivercoinEVERYBODYwants.

Youreadtheheadlines.Youknowthattroubledeconomictimeshaveputglobalcurrency

onarollercoaster(过山车)ride.Butmillionshavefoundasmarterwaytobuildlong-term

valuewithhigh-gradecollectablesilver.Andrightnow,thosepeoplearelininguptosecure

someofthelast2012U.S.MintSilverEagles,America'sNewestSilverEagleDollars.Today,

youcangraduatetothefrontofthatline.Buynowandyoucanownthesebrilliantuncirculated

SilverDollarsforonly$38.95!

YouCan*tAffordtoLose

Whyarewereleasing(发行)thissilverdollarforsucharemarkableprice?Becausewe

wanttointroduceyoutowhathundredsofthousandsofsmartcollectorsandsatisfied

customershaveknownsince1984-NewYorkMintistheplacetofindtheworld'sfinesthigh

-gradecoins.That'swhywe'reofferingyouthisBrilliantUncirculated2012U.S.SilverEagle

foraslittleas$37.45(pluss/h).

TimingisEverything

Ouradvice?Keepthistoyourself.Becausethemorepeoplewhoknowaboutthisoffer,

theworseitisforyou.DemandforSilverEaglesin2011brokerecords.Expertspredictthat

2012SilverEaglesmaybreakthemalloveragain.Duetorapidchangesinthepriceofsilver,

pricesmaybehigherorlowerandaresubjectto(受....影口向)changewithout

notice.Suppliesarelimited.CallimmediatelytoaddtheseSilverEaglestoyourholdingsbefore

it'stoolate.

OfferLimitedto40perhousehold

2012AmericanSilverEagleCoin

Yourcost1-4Coins$38.95each+s/h

5-9Coins$38.45each+s/h

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(1)Whatisstressedinthead?

A.Thecoinisofhighqualityandworthcollecting.

B.ThecoincanbecirculatedasacuiTency.

C.Limitedsuppliesguaranteeastablepriceofthecoin.

D.Demandfbrthecoinisboundtobreakrecords.

(2)Ifyoubuysix2012U.S.MintSilverEaglesbypost,youshouldpayatleast.

A.$230.7

B.$233.7

C.$240.7

D.$243.7

（3）Theadstronglyencouragespeopletopurchasethesilvercoinsby.

A.shoppingonline

B.makingaphonecall

C.liningupinfrontofthestores

D.writingtothecompany

38.Dr.DonaldSadowayatMITstartedhisownbatterycompanywiththehopeofchangingthe

world'senergyfuture.It'sadramaticendorsement（支持）foratechnologymostpeoplethink

aboutonlywhentheirsmartphonegoesdark.ButSadowayisn'taloneinboastingaboutenergy

storageasamissinglinktoacleaner,moreefficient,andmoreequitableenergyfuture.

Scientistsandengineershavelongbelievedinthepromiseofbatteriestochangethe

world.Advancedbatteriesaremovingoutofspecializedmarketsandcreepingintothe

mainstream,signalingatippingpointfbrforward-lookingtechnologiessuchaselectriccars

androoftopsolarpropels.

Theubiquitous（无所不在的）batteryhasalreadycomealongway,ofcourse.Forbetter

orworse,batteriesmakepossibleourmobile-first,lifestyles,ourscreenculture,our

increasinglyglobalizedworld.Still,asimpressiveasallthisis,itmaybetrivialcomparedwith

whatcomesnext.Havingalreadyenabledacommunicationsrevolution,thebatteryisnow

poisedtotransformjustabouteverythingelse.

Thewirelessageisexpandingtoincludenotjustourphones,tablets,andlaptops,butalso

ourcars,homes,andevenwholecommunities.Inemergingeconomies,ruralcommunitiesare

bypassingthewiresandwoodenpolesthatspreadpower.Instead,someinAfricaandAsiaare

seeingtheirfirstlightbulbsilluminatedbythepowerofsunlightstoredinbatteries.

Today,energystorageisa$33billionglobalindustrythatgeneratesnearly100gigawatt

-hoursofelectricityperyear.Bytheendofthedecade,it'sexpectedtobeworthover50

billiondollarsandgenerate160gigawatt-hours,enoughtoattracttheattentionofmajor

companiesthatmightnototherwisebeinterestedinadecidedlypedestriantechnology.Even

utilitycompanies,whichhavelongviewedbatteriesandalternativeformsofenergyasa

threat,arelearningtoembracethetechnologiesasenablingratherthandisrupting.

Today'sbatterybreakthroughscomeastheworldlookstoexpandmodernenergyaccess

tothebillionorsopeoplewithoutit,whilealsocuttingbackonfuelsthatwarmthe

planet.Thosesimultaneouschallengesappearlessoverwhelmingwithincreasinglybetter

answerstoacenturies-oldquestion：howtomakepowerportable.

Tobesure,thebatterystillhasalongwaytogobeforethenightlyrechargecompletely

replacestheweeklytriptothegasstation.Abattery-poweredworldcomeswithitsown

risks,too.Whathappenstothecentralizedelectricgrid,whichtookdecadesandbillionsof

dollarstobuild,asmoreandmorepeoplebecome"prosumers,"whoproduceandconsume

theirownenergyonsite?

Nooneknowswhich--ifany--batterytechnologywillultimatelydominate,butone

thingremainsclear.Thefutureofenergyisinhowwestoreit.

(1)WhatdoesDr.Sadowaythinkofenergystorage?

A.Itinvolvestheapplicationofsophisticatedtechnology.

B.Itisthedirectionenergydevelopmentshouldfollow.

C.Itwillprovetobeaprofitablebusiness.

D.Itisatechnologybenefitingeveryone.

(2)Whatismostlikelytohappenwhenadvancedbatteriesbecomewidelyused?

A.Mobile-firstlifestyleswillbecomepopular.

B.Theglobalizationprocesswillspeedup.

C.Communicationswilltakemorediverseforms.

D.Theworldwillundergorevolutionarychanges.

(3)Insomeruralcommunitiesofemergingeconomies,peoplehavebegunto.

A.finddigitaldevicessimplyindispensable

B.communicateprimarilybymobilephone

C.lighttheirhomeswithstoredsolarenergy

D.distributepowerwithwiresandwoodenpoles

(4)Whatdoestheauthorimplyaboutthecentralizedelectricgrid?

A.Itmightbecomeathingofthepast.

B.Itmightturnouttobea"prosumer".

C.Itwillbeeasiertooperateandmaintain.

D.Itwillhavetobecompletelytransformed.

SectionCDirections：ReadthefollowingpassageandHllineachblankwiththesentence

thatbestfitsthecontext.Eachsentencecanonlybeusedonce.Notethattherearetwo

sentencesmorethanyouneed.

39.

TwilightoftheBrands

Itsatruismofbusiness-bookthinkingthatacompany*sbrandisits“mostimportant

asset,"morevaluablethantechnologyorpatentsormanufacturingprowess.Butbrandshave

neverbeenmorefragile.Thereasonissimple：consumersaresupremelywellinformedandfar

morelikelytoinvestigatetherealvalueofproductsthantorelyonlogos.

AbsoluteValue,anewbookbyItamarSimonsonandEmanuelRosenshowsthat,

historically,theriseofbrandswasaresponsetoaninformation-poorenvironment.(1)

IfacarwasmadebyGM,oraketchupbyHeinz,youassumedthatitwasprettygood.Itwas

hardtofigureoutifanewproductfromanunfamiliarcompanywasreliableornot,sobrand

loyaltywasawayofreducingrisk.

Today,consumerscanread