1、大学英语四级（阅读）模拟试卷 40及答案与解析 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. 0 How Advertisement Is Done? The language of th
2、e advertiser When we choose a word we do more than give information; we also express our feelings about whatever were describing. Words point to facts but often link these to attitudes at the same time; they can also affect the beliefs and attitudes of other people. These two remarks are much the sa
3、me or are they? Whats the speakers feeling towards the same dog in each case? And how would the different descriptions affect the listeners? Here comes that pet. Here comes that dog. The fact that words can work like this is important and valuable, for it adds a richness to our communication with on
4、e another. Advertisers make use of it in a number of ways. Brand names The manufacturer needs a name that will do more than just label: he wants a name that brings suitable associations as well the ideas that the word brings to the mind will help sell the product. If all were available at the same p
5、rice, which coat or suit would you choose from this range of shades Dark Tan, Brown, Mud Brown? Which of these shades of eye-show Black Diamond, Black, Coaldust? Key words Because words have these associations, the advertiser is very careful about the way he describes his product and what it will do
6、. Almost every advertisement has certain key words (sometimes, but not always, in bold or large letters, or beginning with a capital letter) that are intended to be persuasive, while at the same time appearing to be informative. Its difficult enough simply to describe what a thing is and how in word
7、s, especially in a few words, but the writers who write for the advertisements also try to include feelings, associations and attitudes. Some words seem to have been so successful in selling that the advertisers use them almost as if they were magic key to a certain sale. How often, for instance, ha
8、ve you come across the word “golden“ in advertisements? Association of ideas One thing reminds us of another especially if we often see them together. These reminders (called “associations“) are sometimes more imaginary than real: for many people a robin suggests Christmas, for others silver candles
9、ticks suggest wealth. The tricks of the advertising business we have so far described are all examples of the advertiser encouraging us to associate products with those things he thinks we really want a good job, nice clothes, a sport car, a beautiful girlfriend perhaps most of all a feeling of impo
10、rtance. The “image“ of a product is based on these associations, and the advertiser often creates a “good image“ by showing us someone who uses his product and who leads the kind of life we should like to lead. We buy not just the product but the sense of importance that goes with it. We drink Coca-
11、Cola not just for the taste, but because we would like to be thought of as being as gay as the energetic people who drink it in the ads. How scientific is the science? In this age of moon flights, heart transplants and wonder drugs, we are all impressed by science. If an advertiser links his claim w
12、ith a scientific fact, there is even a chance we can be blinded by science. The question is simply whether the impressive air of the new discovery or the “man-made miracle“ is being used to help or just to deceive us. Guilty? Another method of persuasion is to call up guilty feelings, for example to
13、 imply that any mother who really loves her children uses a certain product. If Mrs. Gray does not use it, she might start to think of herself as a bad mother who does not love her family. So she might go and buy that particular product, rather than go on feeling guilty. “Before and after“ Some prod
14、ucts are advertised as having a remarkable and immediate effect. We are shown the situation before using the product and this is contrasted with the situation that follows its use. Have you noticed anything about these advertisements? Taking a tablet for a headache in such advertisements can have tr
15、uly remarkable results. For not only has the headache gone, the person concerned has often had a new hair-do, required a new set of clothes and sometimes even moved into a more modern, better furnished house. What splendid value for a few pence! Experts? We are often encouraged to believe nowadays t
16、hat, because someone has been successful in one field, he should be regarded as an authority in other fields. How true is this likely to be? The advertiser knows that there are certain people whom we admire because they are famous sportsmen, actors or singers, and he believes that if we discover tha
17、t a certain well-known personality uses his product, we will want to use it too. This is why so many advertisements feature famous people. But does a man who is a famous sportsman know more about these things than anyone else? And does he even use the product he praises? The next time you see any ad
18、vertisements which feature well-known people, consider in which of them you think the person concerned should be regarded as an authority and those where he clearly is not. “Keeping up with the Joneses“ Another way in which an advertiser may try to make us want his product is by suggesting that most
19、 people, or the “best“ people, already use it and that we will no doubt want to follow them. How important is this when you think about it? No one likes to be inferior to others, but are we really inferior just because we have not got all the things others have? Furthermore, do we really want to be
20、like other people? Is it really desirable to behave just like others? Repetition If you keep talking about something for long enough, finally people will pay attention to you. How many advertisements have you seen that are based on this rule? If we hear the name of a product many times a day, we are
21、 much more likely to find that this is the name that comes into our head when the shopkeeper asks “What brand?“ We usually like to choose things for ourselves, but if the advertiser plants a name in our heads on this way, he has helped to make the choice for us. Are you an unpaid advertiser? One of
22、the ways in which an advertiser can make sure that the name of his product is heard by people far more often than he can afford to have it advertised on television, is to write a jingle or slogan that people, especially children, will sing and repeat. In this way, some advertising slogans have becom
23、e part of everyday speech and we repeat them without realizing that we are unpaid advertisers. Spotting the tactics Weve looked at a number of the techniques which help to increase the attractiveness of their products: the careful choice of brand name, and the words used to describe the product; the
24、 way of life with which it is associated in the advertisement; the suggestion that a family is not really a happy one without it; the“before-and-after“ method; the advice from a famous person; repetition; the suggestion that the product has noble or scientific connections; and jingles. Usually any s
25、ingle advertisement will use a combination of these methods. Go through any magazine and try and pick out those advertisements which rely very much on one of the above approaches. 1 The author would most probably think that the words “dog“ and “pet“ _. （ A） convey the same meaning （ B） express simil
26、ar feelings （ C） arouse different feelings in listeners （ D） derive from different countries 2 When a manufacturer considers a brand name for his product, he wants it to _. （ A） be easy to remember （ B） bring suitable associations （ C） manifest the quality of the product （ D） be related to the price
27、 of the product 3 Which of the following words has been classified as a “magic word“ by the author? （ A） Golden. （ B） Ideal. （ C） Shiny. （ D） Wise. 4 When people think of a robin, they will also think of_. （ A） Thanksgiving. （ B） Easter （ C） Halloween （ D） Christmas 5 Coca-Cola has always reminded c
28、onsumers of_. （ A） an energetic image （ B） a fashionable image （ C） a successful brand name （ D） a transnational company 6 By calling up guilty feelings, the advertisement can achieve its goal of being _. （ A） informative （ B） persuasive （ C） expressive （ D） exclusive 7 A tablet for a headache has t
29、ypically been advertised as_. （ A） a cheaper cure than all the others （ B） a better cure than all the others （ C） producing an instant influence （ D） having a long-lasting effect 8 When someone is famous or successful in one field, we tend to regard him as _in other fields too. 9 In order to enable
30、the name of their products to be heard by people as often as possible, advertisers must write_that can be sung or repeated by people. 10 This passage mainly introduces various ways of making appealing_. 10 Each artist knows in his heart that he is saying something to the public. He hopes the public
31、will listen and understand he wants to teach them, and he wants them to learn from him. What visual artist like painters want to teach is easy to make out but difficult to【 11】 , because painters translate their experience into shapes and colors, not【 12】 . They seem to feel that a certain selection
32、 of shapes and colors, out of the【 13】 billions possibles, is exceptionally interesting for them and worth showing to us. Without their works we should never have noticed these【 14】 shapes and colors, or have felt the【 15】 which they brought to the artist. Most artists take their shapes and colors f
33、rom the world of nature and from human bodies in 【 16】 and at rest; their choices indicate that these aspects of the world are worth looking at, that they contain beautiful sights. Contemporary artists might say that they【 17】 choose subjects that provide an interesting pattern, that there is nothin
34、g more in it. Yet even they do not choose entirely without【 18】 to the character of their subjects. If one painter chooses to paint a decaying leg and another a lake in moonlight, each of them is【 19】 our attention to a certain aspect of the world. Each painter is telling us something, showing us so
35、mething,【 20】 something all of which means that, consciously or unconsciously, he is trying to teach us. A. words B. directing C. countless D. crawl E. reference F. merely G. erect H. motion I. explain J. emphasizing K. sympathetic L. gloriously M. delight N. crisis O. particular 11 【 11】 12 【 12】 1
36、3 【 13】 14 【 14】 15 【 15】 16 【 16】 17 【 17】 18 【 18】 19 【 19】 20 【 20】 20 The communications explosion is on the scale of the rail, automobile or telephone revolution. Very soon youll be able to record your entire life electronically anything a microphone or a camera can sense youll be able to store
37、. In particular, the number of images a person captures in a lifetime is sure to rise dramatically. The thousand images a year I take of my children on a digital camera are all precious to me. In a generations time, my childrens children will have total image documentation of their entire lives a vi
38、sual diary of tremendous personal value. In Cambridge, were already working on millimeter-square (平方毫米 ) computing and sensing devices that can be linked to the Internet through the radio network. This sort of connectivity will expand dramatically as tiny communications devices become dirt-cheap and
39、 multiply. Just imagine what the paint on the wall could do if it had this sort of communications dust in it: change color, play music, show movies or even speak to you. Falling costs raise other possibilities too. Because launching space vehicles is about to become very much cheaper, the number of
40、satellites is likely to go up greatly. Theres lots of space up there so we could have millions of them. And if you have millions of low-orbit satellites you can establish a global communications network that completely does away with towers and poles. Speech is so flexible that I expect voice commun
41、ication to become almost free eventually: youll pay just a monthly fixed charge and be able to make as many calls as you want. By then people will also have fixed links with business contacts, friends and relatives. One day I anticipate being able to keep in touch with my family in Poland on an opti
42、cal-fiber audio-video link; well be able to sit down “together“ to eat. Cars are an interesting IT-platform because they have big batteries and lots of so far unconnected digital devices. Soon each one will be on the Internet so your children can play games while youre traveling and your partner can
43、 deal with their email. And every lamppost could be on the Internet too each one with sensors to monitor light, pollution, air quality and traffic flow. 21 By saying that he takes many images of his children, the author wants to_. （ A） show his great interest in photography （ B） compare his own life
44、 with his childrens （ C） display the influence of communications on life （ D） demonstrate the ease of enjoying life electronically 22 The author most probably thinks that the communications dust is_. （ A） worthless （ B） amazing （ C） small （ D） cheap 23 Which of the following statements about the low
45、-orbit satellites is true? （ A） The low-orbit satellites can help reduce the costs of communications network. （ B） The low-orbit satellites will enable all the communications networks to combine. （ C） The low-orbit satellites would replace towers and poles functionally. （ D） There will be more low-o
46、rbit satellites man other kinds of satellites. 24 According to the passage, an optical-fiber audio-video link can enable us to_. （ A） talk and see each other no matter where we are （ B） eat with our family no matter where we are （ C） talk or see anyone we want free of charge （ D） find more business
47、partners and friends 25 The phrase “each one“ (Line 2, Para. 5) can be best replaced by_. （ A） each digital device （ B） each car （ C） each battery （ D） each person 25 The small coastal town of Broome, in northwest Australia, is a remote village in the vast countryside. There are no traffic jams and
48、hardly any roads. There is only the massive Australian wild land, where some houses are 500 miles apart and some driveways are 50 miles long. There seem to be only two main sources of entertainment out here: the sunset at the beach and Sun Pictures. Sun Pictures is a very different movie theater: Th
49、e seats are park benches and deck chairs, but youre also welcome to sit on the grass. It is the worlds oldest outdoor movie garden. Sun Pictures was built in 1916 on the other side of the globe from Hollywood. All the big films were shipped here and the lonely country was amazed. Broome resident Pearl Hamaguchi has never traveled far from home. But in the Sun Pictures chairs, under the deep blue night sky, she has been almost everywhere. “And we came back excited about Gregory Peck,“
