1、大学英语六级改革适用（阅读）模拟试卷 64及答案与解析 Section B 0 How Marketers Target Kids A)Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents buying decisions and they are the adult consumers of the future. Industry spending on advertising to chi
2、ldren has exploded in the past decade, increasing from a mere $100 million in 1990 to more than $2 billion in 2000. B)Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more
3、 disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids. Here are some of the strategies marketers employ to target kids: Pester(纠缠 )power C)Today s kids have more autonomy and decision-making power wi
4、thin the family than in previous generations, so it follows that kids are vocal about what they want their parents to buy. “Pester power“ refers to childrens ability to nag their parents into purchasing items they may not otherwise buy. Marketing to children is all about creating pester power, becau
5、se advertisers know what a powerful force it can be. D)According to the 2001 marketing industry book Kidfluence, pestering or nagging can be divided into two categories “persistence“ and “importance“. Persistence nagging(a plea, that is repeated over and over again)is not as effective as the more so
6、phisticated “importance nagging“. This latter method appeals to parents desire to provide the best for their children, and plays on any guilt they may have about not having enough time for their kids. The marriage of psychology and marketing E)To effectively market to children, advertisers need to k
7、now what makes kids tick. With the help of well-paid researchers and psychologists, advertisers now have access to in-depth knowledge about childrens developmental, emotional and social needs at different ages. Using research that analyzes children s behaviour, fantasy lives, art work, even their dr
8、eams, companies are able to craft sophisticated marketing strategies to reach young people. F)The issue of using child psychologists to help marketers target kids gained widespread public attention in 1999, when a group of U.S. mental health professionals issued a public letter to the American Psych
9、ological Association(APA)urging them to declare the practice unethical. The APA is currently studying the issue. Building brand name loyalty G)Canadian author Naomi Klein tracks the birth of “brand“ marketing in her 2000 book No Logo. According to Klein, the mid-1980s saw the birth of a new kind of
10、corporation Nike, Calvin Klein, Tommy Hilfiger, to name a few which changed their primary corporate focus from producing products to creating an image for their brand name. By moving their manufacturing operations to countries with cheap labour, they freed up money to create their powerful marketing
11、 messages. It has been a tremendously profitable formula, and has led to the creation of some of the most wealthy and powerful multi-national corporations the world has seen. H)Marketers plant the seeds of brand recognition in very young children, in the hopes that the seeds will grow into lifetime
12、relationships. According to the Center for a New American Dream, babies as young as six months of age can form mental images of corporate logos and mascots. Brand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos.
13、 While fast food, toy and clothing companies have been cultivating brand recognition in children for years, adult-oriented businesses such as banks and automakers are now getting in on the act. Buzz or street marketing I)The challenge for marketers is to cut through the intense advertising clutter(杂
14、乱 )in young people s lives. Many companies are using “buzz marketing“ a new twist on the tried-and-true “word of mouth“ method. The idea is to find the coolest kids in a community and have them use or wear your product in order to create a buzz around it. Buzz, or “street marketing“, as its also cal
15、led, can help a company to successfully connect with the elusive(难找的 )teen market by using trendsetters to give them products “cool“ status. J)Buzz marketing is particularly well-suited to the Internet, where young “Net promoters“ use chat rooms and blogs to spread the word about music, clothes and
16、other products among unsuspecting users. Commercialization in education K)School used to be a place where children were protected from the advertising and consumer messages that permeated their world but not anymore. Budget shortfalls(亏空，差额 )are forcing school boards to allow corporations access to
17、students in exchange for badly needed cash, computers and educational materials. L)Corporations realize the power of the school environment for promoting their name and products. A school setting delivers a captive youth audience and implies the endorsement of teachers and the educational system. Ma
18、rketers are eagerly exploiting this medium in a number of ways, including: 1)sponsored educational materials; 2)supplying schools with technology in exchange for high company visibility; 3)advertising posted in classrooms, school buses, on computers in exchange for funds; 4)contests and incentive pr
19、ograms: for example, the Pizza Hut reading incentives program in which children receive certificates for free pizza if they achieve a monthly reading goal; 5)sponsoring school events. The Internet M)The Internet is an extremely desirable medium for marketers wanting to target children. It s part of
20、youth culture. This generation of young people is growing up with the Internet as a daily and routine part of their lives. Kids are often online alone, without parental supervision. Unlike broadcasting media, which have codes regarding advertising to kids, the Internet is unregulated. Sophisticated
21、technologies make it easy to collect information from young people for marketing research, and to target individual children with personalized advertising. Marketing adult entertainment to kids N)Children are often aware of and want to see entertainment meant for older audiences because it is active
22、ly marketed to them. In a report released in 2000, the U.S. Federal Trade Commission(FTC)revealed how the movie, music and video games industries routinely market violent entertainment to young children. O)The FTC studied 44 films rated “Restricted“, and discovered that 80 per cent were targeted to
23、children under 17. Marketing plans included TV commercials run during hours when young viewers were most likely to be watching. The FTC report also highlighted the fact that toys based on characters from mature entertainment are often marketed to young children. Mature rated video games are advertis
24、ed in youth magazines; and toys based on “Restricted“ movies and M-rated video games are marketed to children as young as four. 1 Guilt can affect parents spending decisions because they dont have enough time for their kids. 2 The Centre for a New American Dream pointed out that brand loyalties coul
25、d be formed as early as age two. 3 School boards allow corporations to access to students because they need money and educational materials badly. 4 The FTC report highlighted the fact that toys based on characters from mature entertainment are often marketed to young children. 5 For this generation
26、 of young people, the Internet is a daily and routine part of their lives. 6 According to Kidfluence, “persistence nagging“ is less effective than the more sophisticated “importance nagging“. 7 According to a report released by the U.S. Federal Trade Commission, the movie, music and video games indu
27、stries usually market violent entertainment to young children. 8 Buzz marketing is well-suited to the Internet because the interactive environment can spread messages effectively. 9 A group of U.S. mental health professionals think that it is unethical to use child psychologists to help marketers ta
28、rget kids. 10 According to the Pizza Hut reading incentives program, children will receive certificates for free pizza if they achieve a monthly reading goal. 10 Intelligent and Energy-saving Solar Home A)If some group gave out awards for the least energy-efficient structures the way those LEED(Lead
29、ership in Energy the EU has its target of reducing energy demand by 20 per cent by 2020; Japan wants to cut electricity demand by 10 per cent in 2030 compared to 2010; and China has a goal of cutting energy intensity by 16 per cent between 2011 and 2015. “Theres a theme here,“ says Exxon s Mr. Colto
30、n. “The improvement in efficiency that we ve been seeing is mostly being driven by government policy. Consumers would not get there on their own.“ M)Some policies are highly specific. In 2010, the EU adopted a directive on the energy performance of buildings. It requires all new buildings to be “nea
31、rly zero energy“ by 2021. On a national scale, too, governments are coming up with evermore innovative ways of encouraging energy savings. Under the UK s Green Deal scheme, for example, consumers can take out a loan for home improvement measures such as getting rid of an old boiler and pay it back t
32、hrough a surcharge on their electricity bills. N)Although energy conservation is a big concern in the west, some parts of the world have made little or no progress. The abundance of fossil fuels in the Middle East and the low cost of energy with heavily subsidized prices for petrol and gas gives the
33、 region little incentive to husband resources. O)The IEA says the average efficiency of fossil fuel power generation in the Middle East is just 33 per cent 9 per cent lower than in the west. That is why some are sceptical that global energy intensity the amount of energy consumed per unit of GDP wil
34、l come down drastically soon. Futurologist Jorgen Randers, in a report offering a global forecast for the next 40 years, expects energy intensity to fall by only a third compared to 2010not enough to stop catastrophic climate change. Still, Maria Vander Hoeven, the IEA s executive director, believes
35、: “The most secure energy is the barrel or megawatt we never have to use“. 21 In Mr. Coltons opinion, government plays an important role in improving energy efficiency. 22 To improve the energy efficiency will substitute for renewable resources in the future. 23 There are still obstacles for energy
36、efficiency and its effect is difficult to estimate. 24 According to ExxonMobil, the increasing demand for energy in the future can be predicted because GDP will rise faster. 25 In spite of “rebound effect“, more investors are getting more and more interested in the investment to energy efficiency. 2
37、6 The theme of energy efficiency will make more fields involved in the future. 27 20 years later, countries all over the world will need more energy which adds much pressure for nature. 28 The decrease of industrial energy demand in 2050 may depend on more efficient steam generation and electric mot
38、ors. 29 To encourage more people to save energy, many countries launch specific policy so that adopt innovative means. 30 The governments of countries in the Middle East pose an adverse effect on the energy efficiency of this area. 大学英语六级改革适用（阅读）模拟试卷 64答案与解析 Section B 【知识模块】 长篇阅读 1 【正确答案】 B 【试题解析】 此
39、句意为内疚感会影响父母做出消费决定，因为他们没有足 够的时间陪孩子与文章 B段中 guilt can play a role in spending decisions as time-stressed parentssubstitute material goods for time spent with their kids意思相同，因此，正确答案是 B。 【知识模块】 长篇阅读 2 【正确答案】 H 【试题解析】 此句意为 “新美国梦 ”中心指出，孩子早在两岁的时候就可以形成品牌忠诚度。是对 H段中 Brand loyalties can be established as early
40、as age two的同义转述，因此，正确答案是 H。 【知识模块】 长篇阅读 3 【正确答案】 K 【试题解析】 此句意为教育委员会允许企业接近学生是因为他们急需资金和教学材料，与 K段 Budget shortfalls are forcing school boards to allow corporations access tostudents in exchange for badly needed cash， computers and educational materials(预算亏空迫使教育委员会允许企业进入校园，以此换取学校急需的资金、计算机和教学材料 )意思相近，因此，
41、正确答案是 K。 【知识模块】 长篇阅读 4 【正确答案】 O 【试题解析】 此句意为联邦贸易委员会的报告强调了一个事实，即以成人娱乐中各个角色为原型的玩具经常被推销给年幼的孩子。根据关键词 FTC和 highlighted thefact可定位到 O段 The FTC report also highlighted the fact that toys based oncharacters from mature entertainment are often marketed to young children，因此，正确答案是 O。 【知识模块】 长篇阅读 5 【正确答案】 M 【试题解
42、析】 此句意为对于这一代年轻人来说，互联网是他们日常生活的一部分。根据关键词 Internet可迅速定位到小标题 Internet下 M段中 This generation of youngpeople is growing up with the Internet as a daily and routine part of their lives，因此，正确答案是 M。 【知识模块】 长篇阅读 6 【正确答案】 D 【试题解析】 此句意为根据儿童影响力这本书所说， “坚持纠缠 ”不如更圆滑的 “重要性纠缠 ”有效。与 D段 Persistence nagging is not as eff
43、ective as the more sophisticated“importance nagging”同义，因此，正确答案是 D。 【知识模块】 长篇阅读 7 【正确答案】 N 【试题解析】 此句意为依据美国联邦贸易委员会的一份报告，电影、音乐和电子游戏业经常向年幼的儿童推销暴力娱乐。根据 U S Federal Trade Commission定位到 N段中 In a report released in 2000， the U S Federal Trade Commission(FTC)revealed how the movie， music and video games indu
44、stfies routinely market violent entertainmentto young children，因此，正确答案是 N。 【知识模块】 长篇阅读 8 【正确答案】 J 【试题解析】 此句意为口碑营销很适合互联网，因为其互动的环境可以让信息有效传播。根据 Buzz marketing和 wellsuited定位到文章 J段 Buzz marketing is particularly well-suited to the Internet， where young“Net promoters”use chat rooms andblogs to spread the
45、word about music， clothes and other products among unsuspectingusers，与题干意思相同，因此，正确答案是 J。 【知识模块】 长篇阅读 9 【正确答案】 F 【试题解析】 此句意为一个美国心理健康专家小组认为，利用儿童心理专家来帮助市场营销人员定位儿童需求是不道德的。根据 U S mental health professionals定位到文章 F段中 a group of U S. mental health professionals issued a public letter to theAmerican Psychol
46、ogical Association(APA)urging them to declare the practiceunethical，与题干意思相同，因此，正确答案是 F。 【知识模块】 长篇阅读 10 【正确答案】 L 【试题解析】 此句意为根据必胜客的读书奖励计划，完成每月阅读目标的孩子可以获得免费比萨券。根据 Pizza Hut定位到 L段中 the Pizza Hut reading incentives program in which children receive certificates for free pizza if they achieve a monthlyrea
47、ding goal，与题干意思相近，因此，正确答案是 L。 【知识模块】 长篇阅读 【知识模块】 长篇阅读 11 【正确答案】 C 【试题解析】 本句意为作者为了寻找住所节能的途径，亲自拜访了位于霍博肯的太阳能屋。根据句中的 “a solar house located in Hoboken”可定位至 文章 C段第三句 “Inthe hope of cleaning up the houses act I paid a visit last week to a solar houseconveniently situated in Hoboken” 题干是此句的同义转述。 【知识模块】 长篇阅
48、读 12 【正确答案】 N 【试题解析】 本句意为作为他们课程的一部分 Ecohabit项目从斯蒂文斯学院抽取了好多学生。根据题干中的 “their curriculum”和 “the project”可定 位至文章 N段首句 “More than 60 Stevens faculty members and students contributed to Ecohabit Doingthis project is part of their curriculum， ”，题干中的 “has taken much labour”是 “contributed to”的对应点。 【知识模块】 长篇阅
49、读 13 【正确答案】 D 【试题解析】 题干意为斯蒂文斯理工学院谢弗工程与科学学院有信心在今年超越其他具有节 能意识的高校，根据题干中的 “Stevenss Schaefer School of Engineering andScience”可定位至文章 D段末句 “Two years ago， we won affordability ”explainedMichael Bruno， the dean of Stevenss Schaefer School of Engineering and Science “This year， we want to win the whole thing ”。 【知识模块】 长篇阅读 14 【正确答案】 I 【试题解析】 题干意为作者认为更换瓦片达到节能效果的方法很方便，同时还能使车库看起来更美观。这是 I段末句 “It would obviously be a lot easier if I could simply slapa bunch of shingles on the house The existing ones on the garage are starting to lookpr
