单选题
1分
Section B Directions : In t.his section, you are required to read several excerpts from newspapers a...
Section B
Directions : In t.his section, you are required to read several excerpts from newspapers and magazines. These excerpts are followed by question.s or unfinished statements, each with four suggested answers A, B, Cand D. Choose the best answer and mark your answer on, the Answer Sheet.
Excerpt l :
I saw a television advertisement recently for a new product called an air sanitizer. A woman stood in her kitchen, spraying the empty space in front of her as though using Mace against an imaginary assailant. She appeared very determined. Where others are satisfied .~-ith antibacterial-laced sponges, dishsoaps, hand sanitizers and telephone wipes, here was a woman who sought to sterilize the air itself.
Excerpt 2 :
During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and communication and was used mainly to promote novelties and fringe products. But when factory production got into full suing and new products, e. g. processed foods, came ontothe market, national advertising campaigns and brand naming of products became necessary. Before large-scale factory production, the typical manufacturing unit had been small and adaptable and the task of distributing and selling goods had largely been undertaken by wholesalers. The small non-specialized factory which did not rely on massive investment in machinery had been flexible enough to adapt its production according to changes in public demands.
Excerpt 3 :
Money spent on advertising is money spent as well as any I know of. It serves directly to assist a rapid distribution of goods at reasonable price, thereby establishing a firm home market and so making it possible to provide for export at competitive prices. By drawing attention to new ideas it helps enormously to raise standards of living.
Excerpt 4 :
Search advertising-the small t.ext-ads that appear alongside Google and Yahoo Searches-account for 40% of the online ad market. Another 20% goes to display ads and 18% to classified advertising. But search advertising can also work like a small ad and will increasingly challenge print classifieds as websites provide localized and more elaborate services for online users.
Excerpt 5 :
This year the combined advertising revenues of Google and Yahoo will rival the combined primetime ad revenues of America's three big television networks, ABC, CBS and NBC predicts Advertising Age. It will, says the trade magazine, represent a "watershed moment" in the evolution of the Internet as an advertising medium. A 30-second prime-time TV ad was once considered the most effective-and the most expensive-form of advertising. But that was before the Internet got going. And this week online advertising made another leap forward.
Excerpt 6 :
Advertising does more for the material benefit of the community than any other force I can think of. There is one more point I feel I ought to touch on. Recently I heard a well-known television personalitydeclare t.hat he was against advertising because it persuades rather than informs. He was drawing excessively fine distinctions. Of' course advertising seeks t,o persuade.
If its message were confined merely to information-and that in itself would be difficult if not impossible to achieve, for even a detail such as the choice of the colour of a shirt is subtly persuasive-advertising would be so boring that no one would pay any attention, But perhaps that is what the well-known television personality wants.
The challenge that newspapers faced from the website is
Directions : In t.his section, you are required to read several excerpts from newspapers and magazines. These excerpts are followed by question.s or unfinished statements, each with four suggested answers A, B, Cand D. Choose the best answer and mark your answer on, the Answer Sheet.
Excerpt l :
I saw a television advertisement recently for a new product called an air sanitizer. A woman stood in her kitchen, spraying the empty space in front of her as though using Mace against an imaginary assailant. She appeared very determined. Where others are satisfied .~-ith antibacterial-laced sponges, dishsoaps, hand sanitizers and telephone wipes, here was a woman who sought to sterilize the air itself.
Excerpt 2 :
During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and communication and was used mainly to promote novelties and fringe products. But when factory production got into full suing and new products, e. g. processed foods, came ontothe market, national advertising campaigns and brand naming of products became necessary. Before large-scale factory production, the typical manufacturing unit had been small and adaptable and the task of distributing and selling goods had largely been undertaken by wholesalers. The small non-specialized factory which did not rely on massive investment in machinery had been flexible enough to adapt its production according to changes in public demands.
Excerpt 3 :
Money spent on advertising is money spent as well as any I know of. It serves directly to assist a rapid distribution of goods at reasonable price, thereby establishing a firm home market and so making it possible to provide for export at competitive prices. By drawing attention to new ideas it helps enormously to raise standards of living.
Excerpt 4 :
Search advertising-the small t.ext-ads that appear alongside Google and Yahoo Searches-account for 40% of the online ad market. Another 20% goes to display ads and 18% to classified advertising. But search advertising can also work like a small ad and will increasingly challenge print classifieds as websites provide localized and more elaborate services for online users.
Excerpt 5 :
This year the combined advertising revenues of Google and Yahoo will rival the combined primetime ad revenues of America's three big television networks, ABC, CBS and NBC predicts Advertising Age. It will, says the trade magazine, represent a "watershed moment" in the evolution of the Internet as an advertising medium. A 30-second prime-time TV ad was once considered the most effective-and the most expensive-form of advertising. But that was before the Internet got going. And this week online advertising made another leap forward.
Excerpt 6 :
Advertising does more for the material benefit of the community than any other force I can think of. There is one more point I feel I ought to touch on. Recently I heard a well-known television personalitydeclare t.hat he was against advertising because it persuades rather than informs. He was drawing excessively fine distinctions. Of' course advertising seeks t,o persuade.
If its message were confined merely to information-and that in itself would be difficult if not impossible to achieve, for even a detail such as the choice of the colour of a shirt is subtly persuasive-advertising would be so boring that no one would pay any attention, But perhaps that is what the well-known television personality wants.
The challenge that newspapers faced from the website is
参考答案: D
参考解析: 根据Excerpt 4中内容可知，搜索广告可以像小广告一样起作用，并且，随着网，站向网络用户开发本地化的、更细致的服务，搜索广告将逐渐挑战印刷分类广告。这说明，面临的挑战是网络本地化，并且提供更细致的服务。故选D。
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