Unit 5 Advertising |
http://www.sina.com.cn 2004/10/18 10:28 新浪教育 |
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注意篇章纽带 篇章纽带是表示句子中各意群之间或句子与句子之间的语义联系的结构词,如表示对比的but, however, although, while, even though, in spite of等;表示因果的 because, therefore, thus, so, that is why, as a result, for this reason等。确切理解这些篇章纽带所表示的上下文之间的关系,对句子、段落乃至整篇文章的理解有很大帮助。如: The weather has a lot to do with our life. For one thing, our crops depend on it. They will suffer if it is too dry or too wet. So men have long hoped to find a way to get control of it. But their efforts have up to now produced little result. 在这段文字中,for one thing 表示解释,if 表示假设,or 表示选择,so 表示因果,but表示转折。抓住这些连接词,实际上就抓住了这段文字语义联系的骨架,从而有助于我们对整篇文章的理解。 Passage 1 阅读理解………………………………………………………………… Advertising gives useful information about the products to buy. But what modern advertising does is more than giving news about products and services.① Today's advertisements, or ads, try to get consumers (消费者) to buy certain brands (品牌). Writers of advertising are so skillful that they can sometimes persuade a consumer to wear a certain kind of clothing, eat a special kind of cereal (麦片粥), or see a movie. Consumers might never even want a product if they did not see or hear advertisements for it. For example, you probably do not need the newest cereal in the supermarket. There are probably many cereal brands on your kitchen shelves. You may not have space on the shelf for another. But if you see ads about a new cereal that is your extrataste and has a free price in the box, you may want it. Advertising must get attention. To be effective, it must be exciting, interesting, or provide some pleasure. The secret of writing good advertising copy is to offer a good idea as well as a product②.The idea is what the ad is really selling. One example is an ad that says eating cereal will make a person do well in sports. That cereal brand may sell better if consumers think it offers strength and energy. 注释 ……………………………… ① But what modern advertising does is more than giving news about pr oducts and services. 但是现代广告所做的不仅仅是提供关于产品和服务的信息。 ② The secret of writing good advertising copy is to offer a good idea as well a s a product. 创作好广告的秘诀是提供一个好的产品和创意。 根据文章内容,选择正确答案: 1. This passage is mainly about ____ . A. the writing of modern advertising B. the history of modern advertising C. the skills of modern advertising D. the contents of modern advertising 2. According to the passage, a good advertising should ____ . A. be both persuasive (有说服力的) and effective B. show people a product C. show people a new idea of a product D. give people true and useful information 3. What can we infer from the passage? A. Consumers buy products according to their demands rather than the advertisements. B. It's impossible for consumers to buy a product without advertisements. C. Consumers should never be persuaded by advertisements. D. Consumers can easily be persuaded by advertisements. Passage 2 阅读理解………………………………………………………………… Packaging (包装) is an important form of advertising. A package can sometimes motivate someone to buy a product. For example, a small child may ask for a breakfast food that comes in a box with a picture of a TV character. The child is more interested in the picture than in breakfast food. Pictures for children to color or cut out, games printed on a package, or small gifts inside a box also motivate many children to buy products or to ask their parents for them.Some packages suggest that a buyer will get something for nothing. Food products sold in reusable containers are examples of this. Although a similar product in a plain container might cost less, people often prefer to buy the product in a reusable glass or dish, because they believe the container is free. However, the cost of the container is added to the cost of the product. The size of a package also motivates a buyer. Maybe the package has “Economy Size”① or “Family Size” ① printed on it. This suggests that the large size has the most products for least money.② But that is not always true. To find out, a buyer has to know how the product is sold and the price of the basic unit. The information on the package should provide some answers. But the important thing for any buyer to remember is that a package is often an advertisement. The words and the pictures do not tell the whole story. Only the products inside can do that. 注释 ……………………………… ① Economy Size 经济装;Family Size 家庭装。 ② This suggests that the large size has the most products for least money. 这暗 示了购买大包装可以用最少的钱买到最多的产品。 根据文章内容,选择正确答案: 1. The underlined word “motivate” most probably means ____ . A. making one deep in thought B. supplying a thought or feeling that makes one act C. providing a story that makes one moved D. making one believe what he does is true 2. The sentence “a buyer will get something for nothing” in paragragh 1 most probably means that a buyer will ____ . A. get something useful free of charge B. get what he pays for C. gain more than he loses D. not get what he wants 3.People are likely to buy the product sold in a glass or dish because ____ . A. they believe the cost of the container is included in the cost of the product B. the container is too attractive C. they think they can get the container without paying money D. they have no other choices 4. What suggestion does the author give in the passage? A. Do not buy the product that is sold in a glass or dish. B. The quality of a container has nothing to do with the quality of the product. C. A buyer should get what he needs most. D. The best choice for a buyer is to get a product in a plain package. Passage 3 阅读理解………………………………………………………………… HOW TO BOOK Booking opens for Beckett Shorts on 8 September. BY TELEPHONE For credit card (信用卡) bookings. Calls are answered. BOX OFFICE 01789 295623 9 a.m.— 8 p.m. (Mon.— Sat.) 0541 541051 (24 hours, 7 days, no booking charge). BY FAX For credit card bookings. Please allow at least 48 hours for reply, if required. BOX OFFICE 01789 261974 or 01862 387765 BY POST Please enclose (附上) a cheque or credit card details together with an SAE ① or add 50p to the total amount (总额) to cover postage(邮资). Please send to the Box Office, RST, StratforduponAvon, CV376BB. Booking opens for all other plays on 19 September. IN PERSON BOX OFFICE RST hall, 9:30 a.m.— 8 p.m. (Mon.— Sat.) (6 p.m. when theatres are closed) OVERSEAS BOOKING The easiest method of payment is by credit card. You can also pay by: Eurocheque② (up to £500) with your card number written on the back. PAYING FOR YOUR TICKET CREDIT CARDS We accept Visa, Master Card, American Express and Diners Club. Please give the card number, name and address of the cardholder. CHEQUES Cheques and postal orders should be payable to: Royal Shakespeare Theatre. 注释 ……………………………… ① SAE = stamped addressed envelope 贴足邮票、写好地址的信封。 ② Eurocheque可在欧洲银行取现金而以英国银行为付款人的支票。 根据文章内容,选择正确答案: 1. In which of the following ways of booking does one probably have to pay extra money? A. In person. B. By telephone. C. By fax. D. By post. 2. One has to wait for 2 days or longer for a reply if he/she pays ____ . A. in person B. by telephone C. by fax D. by post 3.What is a useful number to call at 11 a.m. Sunday? A. 01789 295623. B. 0541 541051. C. 01789 261174. D. 01862 387665. Passage 4 完形填空………………………………………………………………… One morning Mrs Smith was driving home after she had done some shopping. When she passed a rubbish dump (垃圾场), she noticed 1 like a microwave oven (微波炉) not far from the side of the road. “John is a good 2 ,” she said to herself. “Perhaps he can 3 this. I’ll take it home and let him try.” She picked up the oven and put it in the 4 of her car. Then she drove on 5. A few kilometers later, she heard the siren (警报器) of 6 behind her. She looked in the driving mirror and saw a policeman 7 to her to pull over① and stop. Mrs Smith was very 8. She slowed down at the side of the road. A 9 policeman got out of the police car and walked up to her. “Can I see your 10 licence, please?” he demanded politely. He copied 11 details of her name, address and the number of her car. “12, officer?” Mrs Smith asked. The policeman did not reply. He looked 13 the car and then at the back. “Open the boot (行李箱), please.” he said to Mrs Smith. Mrs Smith was even more puzzled. She opened the boot 14 pointed to the “microwave oven”.“I 15 this old microwave oven a few minutes ago,” she said, “I'm just taking it home to see if my 16 can repair it.” The policeman stared at her for a moment to see if she was 17 the truth. “That's not a microwave oven,” he said at last. “That's our radar set.② It was the start of a speed trap. Do you mind if we have it 18?” Mrs Smith's face turned 19.“Oh,” she said, “I'm very sorry. I wouldn't have 20 it if I'd know what it was.” 注释 ……………………………… ① pull over (车)停靠(旁边);把……靠(一边)…… ② radar set 无线电探测装置 根据文章内容,选择正确答案: 1. A. rubbishB. someoneC. boxesD. something 2. A. postmanB. repairmanC. salesmanD. policeman 3. A. fixB. sellC. useD. need 4. A. topB. frontC. bootD. back 5. A. sadlyB. happilyC. slowlyD. carefully 6. A. a bikeB. a busC. a truckD. a police car 7. A. wavingB. movingC. allowingD. shouting 8. A. interestedB. excitedC. puzzledD. worried 9. A. secretB. publicC. happyD. traffic 10. A. cookingB. teachingC. drivingD. business 11. A. downB. offC. outD. away 12. A. Can I helpB. Whats wrongC. Who are youD. Can I leave 13. A. intoB. outC. atD. for 14. A. while B. whenC. soD. and 15. A. boughtB. borrowedC. foundD. stole 16. A. sisterB. husbandC. daughterD. mother 17. A. tellingB. speakingC. talkingD. saying 18. A. downB. overC. backD. on 19. A. grayB. redC. whiteD. green 20. A. touchedB. thrownC. movedD. driven Passage 1 本文主要讲述了现代广告对消费者所起的影响,并以麦片粥为例说明了什么样的广告是一个好的广告。 1.C本文主要讨论的是现代广告中的一些技巧及其对消费者的影响。 2.A从本文第一段第四句话和第三段可得出答案。 3.D从第二段举的cereal的例子可以推断出这个结论。 Passage 2 本文主要介绍了广告的一种重要形式——包装的作用及消费者应当如何认识和对待包装所提供的信息。 1.B从上下文来看,包装所起的作用是使人产生购买的欲望。motivate意为“促动;激发。” 2.A从文章举的例子来看,有些包装会给消费者造成可以免费得到附赠品的错觉。 3.C依据文中 “because they believe the container is free”可以得出答案。 4.B依据本文最后一段可以得出结论,产品的质量和包装没有关系。 Passage 3 本文属于广告的一种,主要介绍了订票的几种方式及付费方式。 1.D依据文中“BY POST”下面的“...or add 50p to the total amount to cover postage.”可以得出答案。 2.C依据文中BY FAX下Please allow at least 48 hours for reply, if required.可以得出答案。 3.B注意要符合两个要求:phone number 及11 a.m. Sunday。在第一个“BOX OFFICE”项下可找到答案。 Passage 4 本文讲的是一位妇女误把公路上的超速记录器当作微波炉带回家,后被警察追回的故事。 1.DMrs Smith在路过垃圾场时注意到了某物。 2.B会修理微波炉的人。 3.A下文第16空后有提示。 4.C从第13空下一段可知是放入boot中了。 5.B捡到一个小便宜,故很高兴地开车回家。 6.D从下文看,是警车追来了。 7.A一个警察正朝她挥手。 8.CMrs Smith感到迷惑。 9.D来的是一个交通警察。 10.C要检查她的驾驶执照。 11.Acopy down 意为“记下;抄下”。 12.B被警察拦住检查,Mrs Smith肯定会问“出了什么事?” 13.A先检查车里。look into 意为“检查”。 14.D上下文是顺承关系。 15.C捡到或发现这个“旧微波炉”。 16.B文章第二段所用代词为 “he”,故只能是 “husband”。 17.A固定搭配,tell the truth 意为“讲真话”。 18.Chave...back 意为“收回”。 19.B因羞愧而脸红。 20.A如果Mrs Smith知道它是什么,想必她是碰也不会碰它的。 1. But what modern advertising does is more than giving news about products and services. 但是现代广告所做的不仅仅是提供关于产品和服务的信息。(Paragraph 1, Passage 1) more than 不仅仅;极其 They were more than glad to help. 他们非常愿意帮忙。 no more than 仅仅;只不过 The theatre was no more than a painted storehouse. 那戏院只不过是油漆过的库房而已。 more...than...与其说……还不如说…… He is more a scholar than a teacher. 与其说他是个教师,倒不如说他是个学者。 2. However, the cost of the container is added to the cost of the product. 然而 ,容器的价格已被加到产品的价格上了。(Paragraph 2, Passage 2) add...to... 把……加到……上 Will you add more sugar to your coffee? add to 增加,增添 This will add to our difficulties. 这会增加我们的困难。 add...up 加起来 Please add these figures up.请将这些数字加起来。 add up to 总计 These figures add up to 50. 这些数字总计为50。 |
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