73．A　考查细节理解。从第三段的“Such an attempt to establish a positive relationship between a company and the general public was unusual for that time.”可看出Pearson启动广告活动的目的是在公司与公众之间建立起一种积极的关系。故选A。

　　74．B　考查细节理解。从第四段的“The TV ads of Sparrow focused on entertainment and featured original songs performed by a variety of stars.”和“…the intention was to put Sparrow in the hearts of potential customers.”可知，广告用原创的歌曲来娱乐公众，故选B。从“Instead of showing the superiority of a specific product…”可知C项不正确。

　　75．B　考查细节理解。从全文看Pearson为Sparrow连锁店起死回生作出了很大的贡献，连锁店又受到公众的喜爱，具有竞争力了。

　　阅读理解。

　　Feeling blue about the world ? “Cheer up，” says science writer Matt Ridley.“The world has never been a better place to live in，and it will keep on getting better both for humans and for nature.”

　　Ridley calls himself a rational optimist—rational，because he's carefully weighed the evidence optimistic，because that

　　evidence shows human progress to be both unavoidable and good. And this is what he's set out to prove from a unique point of view in his most recent book The Rational Optimist. He views mankind as a grand enterprise that，on the whole，has done little but progress for 100, 000 years.He backs his findings with hard facts gathered through years of research.

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