六級深度閱讀練習(xí)與解析 12.21
Section B
Directions: There are 2 passages in this section. Each passage is followed by some questions or unfinished statements. For each of them there are four choices marked A), B), C) and D). You should decide on the best choice and mark the corresponding letter on Answer Sheet 2 with a single line through the centre.
Passage One
Questions 52 to 56 are based on the following passage.
The Super Bowl is one of the biggest events on the advertising calendar, as companies vie to produce the most memorable and innovative ads. The battle for the National Football Leagues ultimate prize attracts more viewers than anything else on American television and provides a symbolic pulsetaking for the advertising industry every February, says John Frelinghuysen, an analyst at Bain and Company, a consultancy. But this year the patient is in poor health. All the advertising slots for the 2008 Super Bowl had been sold by the end of November 2007, despite the $ 2.6 million price of each. For 2009 the price has risen to $ 3 million, but at least, ten slots are still looking for a buyer.
General Motors, which ran 11 ads on Super Bowl Sunday in February 2008, has already said that it will not run any in 2009. Americas two other big carmakers, Ford and Chrysler, are likely to follow suit. Tellingly, Monster com, an online job-search company, said recently that it was buying a slot. Instead of the usual parade of expensive ads paying tribute to American consumerism, 2009s Super Bowl will reflect a country in recession and indicate a hard year for the advertising industry.
Most forecasts for next year say that ad spending in America will decline by 5% or more. Much depends on the fate of the automotive industry: carmakers and dealers normally spend around $ 20 billion a year on advertising, but Chrysler and Ford scaled back their expenditure by more than 30% in the first nine months of 2008, and are expected to make further cuts in 2009 as they struggle for survival.
The car industrys situation will hurt all media, but especially television. Analysts at BMO Capital Markets predict that total spending on television ads will fall by almost 9% next year. Only newspapers, where a decline of 12% is expected, are forecast to fare worse. Carmakers have already shifted some of their advertising spending to the Internet, and are likely to go further in 2009. Car ads make up 25% of advertising revenues for local television channels, and carmakers have been among the most consistent buyers of high-priced ads on national television.
So far local stations have been most affected by falling spending on advertising. National stations have been safer, because they operate on longer-term contracts with advertisers. But in the New Year they will also feel the chill, as companies fail to renew their contracts. Television, which has remained strong as print media have lost advertising dollars and readers to the Internet, could enter a decline of its own. Next on the list is TV stations, says Anthony Diclemente, a media analyst at Barclays Capital.
52. Why does the author give the example of Super Bowl?
A) Because it is the most popular football games in America.
B) Because it shows advertisers enthusiasm in running slots has dropped.
C) Because it is an event that attracts the attention of advertisers.
D) Because it will be right on in America in 2009.
53. Why cant at least ten slots find a buyer according to the passage?
A) The price for running the advertising slots has risen to $ 3 million.
B) It is not attractive any more for the advertising industry.
C) The advertising industry is suffering a hard year.
D) The advertising slots have been on the rise since 2007.
54. What may the carmakers resort to for promoting their automobiles and cutting down expenditure?
A) Buying low-priced ads on national television.
B) Renewing new contracts with national stations.
C) Shifting their advertising spending to the Internet.
D) Relying on such print media as newspaper.
55. What does the sentence Next on the list is TV stations said by Anthony Diclemente mean?
A) What he is going to analyze next is TV stations.
B) What advertisers prefer to use is TV stations.
C) TV station is the next to be defeated by Internet.
D) He would choose TV station as a second choice.
56. We can learn from the passage that ______.
A) Ford and Chrysler will run the advertising slots in 2009
B) 2009s Super Bowl will still be an expensive ads parade
C) Americas ad spending this year will decline by 5% or more
D) Carmakers fate determines to certain extent the ad spending in America
Section B
Passage One
原文精譯
超級杯是廣告日程上的大事之一，這是各大公司相互競爭，推出最值得紀(jì)念的、最新穎的廣告。Bain and Company公司的分析師、顧問John Frelinghuysen認(rèn)為，美國國家美式足球聯(lián)盟最高獎項的角逐，比任何電視節(jié)目都吸引觀眾，每年二月份都為廣告業(yè)提供了一個所謂診脈的機會。但是今年病人的身體狀況不佳。【52】盡管每個攤位價格高達(dá)兩千六百萬美元，2008年超級杯的廣告攤位于2007年11月末已全部賣完。2009年價位上漲到三百萬美元，但至今至少有10個攤位依然在尋找買主。
【52】通用汽車在2008年二月份第一個星期天舉行的超級杯賽事中共有11個廣告，但如今它已聲明說2009年它不會有任何廣告。其他美國的兩家汽車制造商，福特和克萊斯勒很有可能會效仿。網(wǎng)上求職公司Monster com最近炫耀，自己買了一個攤位。和往年昂貴廣告一字排開、贊賞美國消費主義不一樣，【53】2009年的超級杯反映國家在處于經(jīng)濟消退期，暗示對廣告業(yè)來講將是艱苦的一年。
對來年的預(yù)測大多是，美國的廣告消費將會下降5%，甚至更多。【56】美國廣告消費很大程度上依賴于汽車行業(yè)的命運：汽車制造商和銷售商一般每年花200億美元在廣告上，但2008年的前九個月克萊斯勒和福特砍掉了廣告開支的30%還要多，預(yù)測2009年會削減更多，因為他們需要為生存而努力掙扎。
【56】汽車行業(yè)的形勢會影響所有媒體，特別是電視。BMO資本市場的分析師預(yù)測，來年花在電視廣告上的總開支將下降近9%。預(yù)測報紙下滑的更厲害，下滑12%。【54】汽車制造商已經(jīng)把部分的廣告花費轉(zhuǎn)向了網(wǎng)絡(luò)，2009年力度會更大。汽車廣告為地方電視頻道創(chuàng)造25%的廣告收入，而汽車制造商曾是國家電視臺高價廣告的固定買主。
迄今為止，下降的廣告開支已經(jīng)對地方電視臺造成了嚴(yán)重影響。國家電視臺情況好一點，因為他們和廣告商的合同是長期的。但新年里他們也會感覺到?jīng)鲆猓驗楣静粫倮m(xù)約。【55】在打印媒體把廣告收入和讀者讓給了網(wǎng)絡(luò)之時，電視的地位依然強勢，而此刻卻可能要下滑。Barclays Capital的媒體分析師Anthony Diclemente說，下一個要讓位的是電視臺。
52.答案B
解析：本題是個建立在細(xì)節(jié)上的推理題。根據(jù)題干，考生可鎖定文章的第一段和第二段。第一段段末講到，2007年11月末就賣完了2008年的廣告攤位，而2009年的廣告攤位現(xiàn)在依然尋找買主。第二段段首以通用汽車為例，它在2008年有11個廣告，而2009年一個都沒有。由這些細(xì)節(jié)可以判斷，廣告商做廣告的熱情在下降。
53.答案C
解析：本題是個細(xì)節(jié)題。根據(jù)題干，考生可將答案鎖定在文章的第二段段末。原文講，2009年的超級杯反映國家在處于經(jīng)濟消退期，暗示對廣告業(yè)來講將是艱苦的一年。
54.答案C
解析：本題是個細(xì)節(jié)題。根據(jù)題干，考生可鎖定文章的第四段。汽車制造商把視線投向了網(wǎng)絡(luò)，通過網(wǎng)絡(luò)來做廣告。
55.答案C
解析：本題是個建立在細(xì)節(jié)上的推理題。根據(jù)題干，考生可鎖定文章的最后一段。考生想要理解此句話的意思，必須要聯(lián)系上下文。上文中講，打印媒體讓位給了網(wǎng)絡(luò)，那時電視的地位依然強勢，而現(xiàn)在電視的地位要下降了。所以此句話的意思是，下一個要讓位給網(wǎng)絡(luò)的就是電視了。
56.答案D
解析：本題是個主旨題。考生在文章的第三段和第四段也可找到相關(guān)的證據(jù)。第三段中講，美國廣告消費很大程度上依賴于汽車行業(yè)的命運;文章第四段中講，汽車行業(yè)的形勢會影響所有媒體，特別是電視。由此可推斷，汽車制造商的命運某種程度上決定了美國的廣告消費。
Section B
Directions: There are 2 passages in this section. Each passage is followed by some questions or unfinished statements. For each of them there are four choices marked A), B), C) and D). You should decide on the best choice and mark the corresponding letter on Answer Sheet 2 with a single line through the centre.
Passage One
Questions 52 to 56 are based on the following passage.
The Super Bowl is one of the biggest events on the advertising calendar, as companies vie to produce the most memorable and innovative ads. The battle for the National Football Leagues ultimate prize attracts more viewers than anything else on American television and provides a symbolic pulsetaking for the advertising industry every February, says John Frelinghuysen, an analyst at Bain and Company, a consultancy. But this year the patient is in poor health. All the advertising slots for the 2008 Super Bowl had been sold by the end of November 2007, despite the $ 2.6 million price of each. For 2009 the price has risen to $ 3 million, but at least, ten slots are still looking for a buyer.
General Motors, which ran 11 ads on Super Bowl Sunday in February 2008, has already said that it will not run any in 2009. Americas two other big carmakers, Ford and Chrysler, are likely to follow suit. Tellingly, Monster com, an online job-search company, said recently that it was buying a slot. Instead of the usual parade of expensive ads paying tribute to American consumerism, 2009s Super Bowl will reflect a country in recession and indicate a hard year for the advertising industry.
Most forecasts for next year say that ad spending in America will decline by 5% or more. Much depends on the fate of the automotive industry: carmakers and dealers normally spend around $ 20 billion a year on advertising, but Chrysler and Ford scaled back their expenditure by more than 30% in the first nine months of 2008, and are expected to make further cuts in 2009 as they struggle for survival.
The car industrys situation will hurt all media, but especially television. Analysts at BMO Capital Markets predict that total spending on television ads will fall by almost 9% next year. Only newspapers, where a decline of 12% is expected, are forecast to fare worse. Carmakers have already shifted some of their advertising spending to the Internet, and are likely to go further in 2009. Car ads make up 25% of advertising revenues for local television channels, and carmakers have been among the most consistent buyers of high-priced ads on national television.
So far local stations have been most affected by falling spending on advertising. National stations have been safer, because they operate on longer-term contracts with advertisers. But in the New Year they will also feel the chill, as companies fail to renew their contracts. Television, which has remained strong as print media have lost advertising dollars and readers to the Internet, could enter a decline of its own. Next on the list is TV stations, says Anthony Diclemente, a media analyst at Barclays Capital.
52. Why does the author give the example of Super Bowl?
A) Because it is the most popular football games in America.
B) Because it shows advertisers enthusiasm in running slots has dropped.
C) Because it is an event that attracts the attention of advertisers.
D) Because it will be right on in America in 2009.
53. Why cant at least ten slots find a buyer according to the passage?
A) The price for running the advertising slots has risen to $ 3 million.
B) It is not attractive any more for the advertising industry.
C) The advertising industry is suffering a hard year.
D) The advertising slots have been on the rise since 2007.
54. What may the carmakers resort to for promoting their automobiles and cutting down expenditure?
A) Buying low-priced ads on national television.
B) Renewing new contracts with national stations.
C) Shifting their advertising spending to the Internet.
D) Relying on such print media as newspaper.
55. What does the sentence Next on the list is TV stations said by Anthony Diclemente mean?
A) What he is going to analyze next is TV stations.
B) What advertisers prefer to use is TV stations.
C) TV station is the next to be defeated by Internet.
D) He would choose TV station as a second choice.
56. We can learn from the passage that ______.
A) Ford and Chrysler will run the advertising slots in 2009
B) 2009s Super Bowl will still be an expensive ads parade
C) Americas ad spending this year will decline by 5% or more
D) Carmakers fate determines to certain extent the ad spending in America
Section B
Passage One
原文精譯
超級杯是廣告日程上的大事之一，這是各大公司相互競爭，推出最值得紀(jì)念的、最新穎的廣告。Bain and Company公司的分析師、顧問John Frelinghuysen認(rèn)為，美國國家美式足球聯(lián)盟最高獎項的角逐，比任何電視節(jié)目都吸引觀眾，每年二月份都為廣告業(yè)提供了一個所謂診脈的機會。但是今年病人的身體狀況不佳。【52】盡管每個攤位價格高達(dá)兩千六百萬美元，2008年超級杯的廣告攤位于2007年11月末已全部賣完。2009年價位上漲到三百萬美元，但至今至少有10個攤位依然在尋找買主。
【52】通用汽車在2008年二月份第一個星期天舉行的超級杯賽事中共有11個廣告，但如今它已聲明說2009年它不會有任何廣告。其他美國的兩家汽車制造商，福特和克萊斯勒很有可能會效仿。網(wǎng)上求職公司Monster com最近炫耀，自己買了一個攤位。和往年昂貴廣告一字排開、贊賞美國消費主義不一樣，【53】2009年的超級杯反映國家在處于經(jīng)濟消退期，暗示對廣告業(yè)來講將是艱苦的一年。
對來年的預(yù)測大多是，美國的廣告消費將會下降5%，甚至更多。【56】美國廣告消費很大程度上依賴于汽車行業(yè)的命運：汽車制造商和銷售商一般每年花200億美元在廣告上，但2008年的前九個月克萊斯勒和福特砍掉了廣告開支的30%還要多，預(yù)測2009年會削減更多，因為他們需要為生存而努力掙扎。
【56】汽車行業(yè)的形勢會影響所有媒體，特別是電視。BMO資本市場的分析師預(yù)測，來年花在電視廣告上的總開支將下降近9%。預(yù)測報紙下滑的更厲害，下滑12%。【54】汽車制造商已經(jīng)把部分的廣告花費轉(zhuǎn)向了網(wǎng)絡(luò)，2009年力度會更大。汽車廣告為地方電視頻道創(chuàng)造25%的廣告收入，而汽車制造商曾是國家電視臺高價廣告的固定買主。
迄今為止，下降的廣告開支已經(jīng)對地方電視臺造成了嚴(yán)重影響。國家電視臺情況好一點，因為他們和廣告商的合同是長期的。但新年里他們也會感覺到?jīng)鲆猓驗楣静粫倮m(xù)約。【55】在打印媒體把廣告收入和讀者讓給了網(wǎng)絡(luò)之時，電視的地位依然強勢，而此刻卻可能要下滑。Barclays Capital的媒體分析師Anthony Diclemente說，下一個要讓位的是電視臺。
52.答案B
解析：本題是個建立在細(xì)節(jié)上的推理題。根據(jù)題干，考生可鎖定文章的第一段和第二段。第一段段末講到，2007年11月末就賣完了2008年的廣告攤位，而2009年的廣告攤位現(xiàn)在依然尋找買主。第二段段首以通用汽車為例，它在2008年有11個廣告，而2009年一個都沒有。由這些細(xì)節(jié)可以判斷，廣告商做廣告的熱情在下降。
53.答案C
解析：本題是個細(xì)節(jié)題。根據(jù)題干，考生可將答案鎖定在文章的第二段段末。原文講，2009年的超級杯反映國家在處于經(jīng)濟消退期，暗示對廣告業(yè)來講將是艱苦的一年。
54.答案C
解析：本題是個細(xì)節(jié)題。根據(jù)題干，考生可鎖定文章的第四段。汽車制造商把視線投向了網(wǎng)絡(luò)，通過網(wǎng)絡(luò)來做廣告。
55.答案C
解析：本題是個建立在細(xì)節(jié)上的推理題。根據(jù)題干，考生可鎖定文章的最后一段。考生想要理解此句話的意思，必須要聯(lián)系上下文。上文中講，打印媒體讓位給了網(wǎng)絡(luò)，那時電視的地位依然強勢，而現(xiàn)在電視的地位要下降了。所以此句話的意思是，下一個要讓位給網(wǎng)絡(luò)的就是電視了。
56.答案D
解析：本題是個主旨題。考生在文章的第三段和第四段也可找到相關(guān)的證據(jù)。第三段中講，美國廣告消費很大程度上依賴于汽車行業(yè)的命運;文章第四段中講，汽車行業(yè)的形勢會影響所有媒體，特別是電視。由此可推斷，汽車制造商的命運某種程度上決定了美國的廣告消費。
