2017年考研英語(yǔ)閱讀理解專項(xiàng)練習(xí)題與解析
閱讀理解
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廣告業(yè)是美國(guó)經(jīng)濟(jì)的晴雨表
WhenRupert Murdoch sees beams of light in the American advertising market, it isnot necessarily time to reach for the sunglasses. Last October, when the impactof September 11th was only beginning to tell, the boss of NewsCorp, a mediagroup, had already identified “strong rays of sunshine”. With ad sales still languishing, Mr. Murdoch declared last month that “there are some hints of a modestupswing in the U.S. advertising markets.” His early optimism turned out tobe misplaced. Now, however, other industry observers are beginning to agreewith him.
Advertisingusually exaggerates the economic cycle: falling sharply and early in adownturn, and rebounding strongly once the economy has begun to recover. Thisis because most managers prefer to trim their ad budgets rather than theirpayrolls, and restore such spending only once they feel sure that things arelooking up. Last year, America's ad market shrank by 9.8%, according to CMR, aresearch firm. Although ad spending has not yet recovered across all media,some analysts now expect overall ad spending to start to grow in the thirdquarter.
The signsof improvement are patchy, however. Ad spending on radio and television seemsto be inching up—advertising on American national radio was up 2% in January on the sameperiod last year, according to Aegis—while spending on magazines andnewspapers is still weak. Even within any one market, there are hugedifferences; just pick up a copy of one of the now-slimline high-tech magazinesthat once bulged with ads, and compare it with the hefty celebrity or women'stitles. Advertisers in some categories, such as the travel industry, are stillreluctant to buy space or airtime, while others, such as the car and moviebusinesses, have been bolder. The winter Olympics, held last month in Salt LakeCity, has also distorted the spending on broadcast advertising in the firstquarter.
Nonetheless,there is an underlying pattern. One measure is the booking of ad spots fornational brands on local television. By early March, according to Mr.Westerfield's analysis, such bookings were growing fast across eight out of thetop ten advertising sectors, led by the financial and motor industries. UBSWarburg now expects the “upfront” market, which starts in May when advertisers book advance ad spots onthe TV networks for the new season in September, to be up 4% on last year. Onsome estimates, even online advertising could pick up by the end of the year.[419 words]
11. Whatdoes the author mean by “it is not necessarily time to reach for the sun glasses” (Para.1)?
[A] The sunshine is not terriblystrong.
[B] It is not good time to developadvertising.
[C] There is no need to worry abouteconomy now.
[D] The real economic recovery hasyet to take place.
12. Mr.Murdoch's early market estimation seems to be_________ .
[A] exaggerating the situation
[B] being too cautious
[C] underestimating thedevelopment
[D] probably describing the reality
13. Whichof the following is true according to the text?
[A] Advertising is a sensitive markerof economic change.
[B] Managers will first cut salaryduring economic downturn.
[C] CMR was wrong about last year'sU.S. ad market.
[D] Advertising spending has startedoveral growing.
14. Signsof improvement are visible in the advertising of______.
[A] high-tech magazines and sportsindustry
[B] celebrity magazines and travelindustry
[C] women's magazines and carindustry
[D] movie industry and high-techmagazines
15. Whatis the author's view of the prospect of U.S. advertising market?
[A] Recovery will be slow but sure.
[B] There will be a big jump.
[C] Patchy improvement will occur.
[D] The situation will remainpessimistic.
核心詞匯
inch n. 英寸(長(zhǎng)度單位,等于2.54厘米) vt.&vi. to move very slowlyin a particular direction, or make sth. do this(使朝某方向)謹(jǐn)慎移動(dòng)例:I started inching forward alongthe ledge towards the open window. 我沿著窗臺(tái)緩慢挪向開著的窗子。
misplaced a.①放錯(cuò)地方的;(因記不起放在何處而)丟失的 *②(情感等)錯(cuò)置的;不適宜的例:misplaced confidence/optimism/fear不應(yīng)有的信心/樂觀精神/恐懼;mis?前綴,表示“不好的;錯(cuò)誤的”,如 misunderstand誤解,misconception錯(cuò)誤觀念
patchy a.①補(bǔ)綴的,多補(bǔ)丁的②零散的,分布不均的例:patchy fog零星的霧 *③不完整的,不全面的;拼湊的例:My knowledge of science is patchy.我的科學(xué)知識(shí)只是一鱗半爪。
spot n. [C]①(圓)點(diǎn);污漬,斑痕例:spots of paints on the carpet地毯上的油漆斑②(尤指休閑的)地點(diǎn),場(chǎng)所例:Spain is our favorite holidayspot. 西班牙是我們喜歡的度假地點(diǎn)。*③廣告插播例:a 30?second spot on the local radiostation 地方廣播臺(tái)插播的30秒廣告
vt. ① to notice sth., especially sth. that is difficult to see, or that youare looking for 看出,認(rèn)出例:Luckily, theenemy planes were spotted early.幸虧及早發(fā)現(xiàn)了敵機(jī)。② to recognize the good or bad qualities in sb. or sth. 發(fā)現(xiàn)(特性)例:You must learn to spot troubleahead and prevent it.你一定要學(xué)會(huì)預(yù)先發(fā)現(xiàn)問題并加以防止。
a.現(xiàn)貨(即期)的;現(xiàn)付的例:They won?t take credit; they want spotcash.他們不賒賬,他們要現(xiàn)錢。
title n.[C]①(書籍、圖畫、戲劇等的)題目 *②一本書例:His novel was one of last year?s best?selling titles.他的小說是去年的暢銷書之一。③(用在人名前,表明地位或職業(yè)的)頭銜,稱號(hào)(如Sir,Mrs.,Dr);(工作的)職位例:She has a title. 她有貴族頭銜。/ It?s an interactive feature that letsvisitors key in job criteria such as location, title, and salary... 其特點(diǎn)是互動(dòng)性,這樣訪問者可鍵入一些工作要求的關(guān)鍵詞,如:地點(diǎn)、職位和薪水等……(2004考研閱讀Text 1)
超綱詞匯
bulge v./n. ①凸出,鼓脹 *②充滿,塞滿(后跟介詞with)例:His pocket was bulging withapples.他的口袋鼓鼓囊囊裝滿了蘋果。
hefty a.* ①很重的②異常大的,多的例:a hefty majority壓倒多數(shù)
languish v. ①(植物等)凋萎 *②失去活力,衰退
payroll n. ①[C]在職人員工資表例:be on/off the payroll被雇傭/解雇②[用單數(shù)](公司)工資發(fā)放總額
slimline a. *①式樣小巧的;薄型的②低糖的
長(zhǎng)難句分析
UBS Warburg nowexpects the “upfront” market, which starts in May when advertisers book advance ad spots onthe TV networks for the new season in September, to be up 4% on last year.
該句主干是UBSWarburg now expects the “upfront” market... to be up 4% on last year。which引導(dǎo)非限定性定語(yǔ)從句,修飾名詞market;在which引導(dǎo)的定語(yǔ)從句中,主干是which starts in May, when 引導(dǎo)的是定語(yǔ)從句,表時(shí)間,相當(dāng)于in which advertisers... ,修飾May。
語(yǔ)篇分析
本文題材涉及廣告經(jīng)濟(jì)。作者首先肯定了美國(guó)廣告業(yè)的復(fù)蘇,接著補(bǔ)充指出這種復(fù)蘇的不平衡性以及存在的潛在模式。這是一篇觀點(diǎn)論證型文章,按照“提出觀點(diǎn)—論證觀點(diǎn)—補(bǔ)充觀點(diǎn)”的方式展開論述,可分為三大部分。
第一段為第一部分,提出觀點(diǎn):美國(guó)廣告業(yè)即將復(fù)蘇。
介紹新聞集團(tuán)老總RupertMurdoch對(duì)廣告業(yè)狀況的看法的轉(zhuǎn)變:從去年認(rèn)為是全面復(fù)蘇(strong rays of sunshine),到最近認(rèn)為只是中度復(fù)蘇(a modest upswing)。該段用了一個(gè)比喻,把廣告業(yè)的復(fù)蘇比作陽(yáng)光。最后兩句通過評(píng)論Rupert Murdoch的觀點(diǎn),即,去年他的看法過于樂觀,但現(xiàn)在業(yè)內(nèi)觀察家認(rèn)同他的觀點(diǎn),從而引出作者的觀點(diǎn):現(xiàn)在美國(guó)廣告業(yè)確實(shí)正在復(fù)蘇。
第二段為第二部分,論證觀點(diǎn):美國(guó)廣告業(yè)的復(fù)蘇符合經(jīng)濟(jì)規(guī)律。
先論述一條經(jīng)濟(jì)規(guī)律:廣告業(yè)是反映經(jīng)濟(jì)變化的靈敏標(biāo)志(exaggerate the economic cycle),并分析其深層次的原因是:企業(yè)主在經(jīng)濟(jì)低迷期首先削減廣告開支(trim their ad budgets),在經(jīng)濟(jì)復(fù)蘇期馬上增加廣告投入。最后兩句利用以上經(jīng)濟(jì)規(guī)律分析現(xiàn)狀,從而得出結(jié)論:去年經(jīng)濟(jì)低迷,廣告市場(chǎng)萎縮;今年經(jīng)濟(jì)復(fù)蘇,廣告業(yè)預(yù)計(jì)會(huì)全面復(fù)蘇。
第三、四段為第三部分,補(bǔ)充觀點(diǎn):美國(guó)廣告業(yè)的復(fù)蘇是不平衡的。
第三段:首句以however為標(biāo)志,對(duì)上文觀點(diǎn)進(jìn)行了輕微的轉(zhuǎn)折,指出廣告業(yè)務(wù)的好轉(zhuǎn)并不平衡(The signs of improvement arepatchy)。接著該段舉例說明這種不平衡的兩種表現(xiàn)形式:①行業(yè)之間的不平衡,如:廣播和電視行業(yè)的廣告增長(zhǎng)比雜志和報(bào)紙行業(yè)高。②同一行業(yè)內(nèi)部的不平衡(huge difference),如:高科技雜志的廣告比名人或婦女雜志少;旅游欄目不如汽車和電影欄目受廣告商青睞;運(yùn)動(dòng)賽事促進(jìn)廣告增多。
第四段:指出不平衡中存在的潛在模式(underlying pattern):①地方電臺(tái)全國(guó)名牌的廣告位的預(yù)定(the booking of ad spots for national brandson local television)迅速增長(zhǎng)。段中引用專家(Mr. Westerfield)的分析和瑞銀華寶(UBS Warburg)的預(yù)測(cè)對(duì)這種潛在模式進(jìn)行了解釋說明。②網(wǎng)絡(luò)廣告將增加。
試題命制分析
通過對(duì)文章的整體分析,我們可以從以下幾個(gè)方面命題,考查考生的閱讀理解能力。
1. 事實(shí)細(xì)節(jié)題
(1) 針對(duì)為什么廣告業(yè)能夠靈敏地反映經(jīng)濟(jì)變化,可以考查因果細(xì)節(jié)題。
(2) 第二段細(xì)節(jié)較多,可以綜合考查,參見試題13。
(3) 全文圍繞廣告業(yè)展開,可以綜合考查,如:下面哪一項(xiàng)正確?[A]廣告業(yè)是經(jīng)濟(jì)發(fā)展的關(guān)鍵;[B]廣告業(yè)是經(jīng)濟(jì)變化的晴雨表;[C]廣告業(yè)在各個(gè)行業(yè)中發(fā)展不均衡;[D]地方電視臺(tái)的廣告業(yè)發(fā)展得更好。(答案:[B])
(4) 針對(duì)廣告業(yè)好轉(zhuǎn)的不平衡性,可以考查不同行業(yè)或同一行業(yè)里的例證,參見試題14。
(5) 針對(duì)最后一段,考查廣告市場(chǎng)的潛在模式是什么。
2. 推理引申題
(1) 針對(duì)第一段最后兩句His early optimism... beginning to agree with him,可以考查推理兩句話的潛在含義,參見試題12。也可以針對(duì)“早期的樂觀”出題,如:early optimism指Rupert Murdoch估計(jì)。[A]廣告經(jīng)濟(jì)全面復(fù)蘇;[B] 9.11事件的影響減弱;[C]媒體經(jīng)濟(jì)發(fā)展前景光明;[D]業(yè)內(nèi)人士贊同他的觀點(diǎn)。(答案:[A])
(2)可以考查第二段最后兩句的潛在含義,如:從第二段最后兩句可以推知什么?[A]經(jīng)濟(jì)分析家與調(diào)查公司意見產(chǎn)生分歧;[B]今年美國(guó)經(jīng)濟(jì)較去年有所增長(zhǎng);[C]企業(yè)主已經(jīng)大量增加廣告開支;[D]分析家忽視經(jīng)濟(jì)發(fā)展的一般規(guī)律。(答案:[B])
3. 作者態(tài)度題
縱觀全文,考查作者是怎樣看待廣告行業(yè)的前景的,參見試題15。又如:[A]肯定的;[B]否定的;[C]中立的;[D]復(fù)雜的。(答案:[A])
4. 詞義句意題
針對(duì)第一段的比喻論證,可以考查短語(yǔ)beams of light和strong rays of sunshine以及句子It is not necessarily time to reach for the sunglasses在文中的具體含義,參見試題11。
試題精解
11. 作者說it is not necessarily time toreach for the sun glasses的.含義是____。
[A]陽(yáng)光不是特別強(qiáng)烈[B]發(fā)展廣告業(yè)還不是好時(shí)候
[C]現(xiàn)在沒有必要擔(dān)憂經(jīng)濟(jì)[D]真正的經(jīng)濟(jì)復(fù)蘇還沒有開始
[精解]答案D本題考查句子含義。下文提到,默多克先生宣布“美國(guó)廣告市場(chǎng)有中度復(fù)蘇的跡象”。由此可知,第一句話實(shí)際上是一個(gè)暗喻:當(dāng)魯珀特•默多克看到美國(guó)廣告市場(chǎng)上的光芒時(shí)(比喻市場(chǎng)有了些許復(fù)蘇的跡象),拿太陽(yáng)鏡還為時(shí)過早(比喻廣告市場(chǎng)還沒有全面復(fù)蘇)。[D]項(xiàng)正確揭示了這層意思,是正確答案。
12. 默多克先生對(duì)市場(chǎng)先前的估計(jì)現(xiàn)在看來(lái)____。
[A]夸張了情況[B]過于謹(jǐn)慎
[C]低估了發(fā)展[D]可能描述了真實(shí)的情況
[精解]答案D本題考查推理引申。由第一段可知,去年十月,這位新聞集團(tuán)的老總就已經(jīng)認(rèn)為是“強(qiáng)烈的陽(yáng)光”(即廣告市場(chǎng)開始真正復(fù)蘇了)。但隨著廣告銷售的衰退,他于上個(gè)月宣布只是“中度復(fù)蘇的跡象”。該段最后兩句提到,他先前的樂觀看來(lái)是錯(cuò)了,然而,現(xiàn)在其他業(yè)內(nèi)觀察員卻開始認(rèn)同他的觀點(diǎn)。可見,他的預(yù)測(cè)符合現(xiàn)在的真實(shí)情況。[D]項(xiàng)正確。
13. 根據(jù)文章,下面哪個(gè)選項(xiàng)是正確?
[A]廣告業(yè)是經(jīng)濟(jì)變化的敏感標(biāo)志。
[B]在經(jīng)濟(jì)低迷時(shí)期企業(yè)主會(huì)首先減薪。
[C] CMR對(duì)去年美國(guó)廣告市場(chǎng)作出了錯(cuò)誤判斷。
[D]廣告開支已經(jīng)開始全面增長(zhǎng)。
[精解]答案A本題考查第二段的事實(shí)細(xì)節(jié)。該段第一句指出,廣告業(yè)的行情通常放大這樣的經(jīng)濟(jì)規(guī)律:廣告業(yè)在經(jīng)濟(jì)不景氣的初期就明顯下降,一旦經(jīng)濟(jì)開始復(fù)蘇就迅猛回升。因此可推出[A]項(xiàng)正確。該段第二句分析其原因:經(jīng)濟(jì)不景氣時(shí),絕大多數(shù)企業(yè)主寧愿先削減廣告開支而不愿意先減薪。由此排除[B]項(xiàng)。第三句提到CMR對(duì)美國(guó)廣告市場(chǎng)的調(diào)查結(jié)果,但沒有說明它的判斷準(zhǔn)確與否,因此排除[C]項(xiàng)。最后一句提到,分析家預(yù)測(cè)第三季度廣告費(fèi)會(huì)全面上升,因此[D]項(xiàng)錯(cuò)在“已經(jīng)開始”。
14. 廣告業(yè)務(wù)看漲的領(lǐng)域是_____。
[A]高技術(shù)雜志和體育產(chǎn)業(yè)[B]名人雜志和旅游業(yè)
[C]婦女雜志和汽車工業(yè)[D]電影行業(yè)和高科技雜志
[精解]答案C本題考查事實(shí)細(xì)節(jié)。第三段第三句提到,即使在同一個(gè)行業(yè)里,(廣告業(yè)務(wù)增長(zhǎng)的情況)也會(huì)有巨大的差異。接著,該句將“高科技雜志”與“名人或婦女雜志”相比,指出前者曾經(jīng)充斥著各種廣告而現(xiàn)在卻很薄,由此可推知,高科技雜志的廣告少,婦女雜志的廣告多,排除[A]和[D]項(xiàng)。該段第四句話提到,廣告主對(duì)旅游欄目舍不得花錢,但對(duì)汽車和電影這樣的欄目卻從不猶豫。因此可排除[B]項(xiàng)。正確答案是[C]項(xiàng)。
15. 作者對(duì)美國(guó)廣告市場(chǎng)前景的看法是什么?
[A]雖然緩慢但肯定會(huì)復(fù)蘇。[B]將會(huì)有一個(gè)較大的增長(zhǎng)。
[C]將會(huì)出現(xiàn)局部增長(zhǎng)。[D]情況將會(huì)持續(xù)悲觀。
[精解]答案A本題考查作者觀點(diǎn)。作者通篇以客觀的口吻陳述美國(guó)廣告市場(chǎng)行情的變化。9•11事件以后經(jīng)濟(jì)形勢(shì)一直低迷,廣告市場(chǎng)也一片慘淡。但是近來(lái)廣告市場(chǎng)顯示了復(fù)蘇的微弱跡象:第二段倒數(shù)第二句話,“盡管根據(jù)調(diào)查去年廣告市場(chǎng)萎縮了9.8%,但專家預(yù)測(cè)今年第三季度廣告開支會(huì)有所增長(zhǎng)。”第三段主要談廣告市場(chǎng)行情回升的不均勻性,有的領(lǐng)域形勢(shì)很好,有的領(lǐng)域如旅游業(yè)廣告仍然不景氣。最后一段的例子說明電視、網(wǎng)絡(luò)等媒體上的廣告訂單開始增加?傮w看來(lái),可見作者認(rèn)為廣告業(yè)在慢慢恢復(fù)。因此答案為[A]項(xiàng)。
全文翻譯
當(dāng)魯珀特•默多克看到美國(guó)廣告市場(chǎng)上反彈的光芒時(shí),那光線還不夠刺眼(戴太陽(yáng)鏡還為時(shí)過早)。去年十月,當(dāng)9•11事件的影響剛剛開始顯現(xiàn)出來(lái)時(shí),這位新聞集團(tuán)的老總就已經(jīng)認(rèn)為是“強(qiáng)烈的陽(yáng)光”了。隨著廣告銷售的衰退,魯珀特•默多克先生上個(gè)月宣布“美國(guó)廣告市場(chǎng)有中度復(fù)蘇的跡象”。他先前看來(lái)是過于樂觀了。然而,現(xiàn)在其他業(yè)內(nèi)觀察員卻開始認(rèn)同他的觀點(diǎn)。
廣告業(yè)的行情通常放大這樣的經(jīng)濟(jì)周期:廣告業(yè)在經(jīng)濟(jì)不景氣的初期就明顯下滑,一旦經(jīng)濟(jì)開始復(fù)蘇就立刻反彈。這是因?yàn)榻?jīng)濟(jì)不景氣時(shí),絕大多數(shù)企業(yè)主都寧愿削減廣告開支而不愿意減薪,一旦感覺到經(jīng)濟(jì)形勢(shì)有所回升他們就立刻又重新投入這些廣告費(fèi)用。根據(jù)美蘭德媒體調(diào)查顯示,去年美國(guó)的廣告市場(chǎng)萎縮了9.8%。雖然廣告費(fèi)用的上升還沒有在所有媒體中體現(xiàn)出來(lái),但根據(jù)一些分析家的預(yù)測(cè),今年第三季度廣告費(fèi)會(huì)全面上升。
然而,這些好轉(zhuǎn)的跡象并不平衡。廣播和電視廣告費(fèi)似乎在緩慢地上升——根據(jù)安吉斯的報(bào)道,美國(guó)國(guó)家廣播的廣告收入在一月份比去年同期上漲了2%——而報(bào)刊雜志的廣告費(fèi)依然很少。當(dāng)然,即使在同一個(gè)行業(yè)里,也會(huì)有巨大的差異。比如拿一本曾經(jīng)充斥著各種廣告而現(xiàn)在顯得很小巧的高科技雜志,與名人或女性?shī)蕵冯s志相比。廣告主仍然不愿意在有些欄目如旅游欄目中買斷版面或播放時(shí)間,而對(duì)汽車和電影這樣的欄目卻從不猶豫。上個(gè)月在鹽湖城舉辦的冬奧會(huì),也使第一季度的廣播廣告投資出現(xiàn)了異常的增多。
然而,這里存在著潛在的市場(chǎng)變化。表現(xiàn)之一是預(yù)定地方電視臺(tái)的廣告位宣傳國(guó)家品牌。根據(jù)威斯特弗爾德先生的分析,三月初,前十名廣告時(shí)段中有八個(gè)時(shí)段里這種預(yù)定在迅速增長(zhǎng),以金融和汽車業(yè)投資最多。瑞銀華寶現(xiàn)在寄希望于“前瞻”市場(chǎng),它會(huì)在5月啟動(dòng),那時(shí)廣告主們?yōu)榫旁路蓍_始的新季度預(yù)訂廣告欄目,預(yù)計(jì)比去年增長(zhǎng)4%。根據(jù)一些預(yù)測(cè),網(wǎng)絡(luò)廣告到年底也會(huì)有起色