六级深度阅读练习与解析 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

原文精译

超级杯是广告日程上的大事之一，这是各大公司相互竞争，推出最值得纪念的、最新颖的广告。Bain and Company公司的分析师、顾问John Frelinghuysen认为，美国国家美式足球联盟最高奖项的角逐，比任何电视节目都吸引观众，每年二月份都为广告业提供了一个所谓诊脉的机会。但是今年病人的身体状况不佳。【52】尽管每个摊位价格高达两千六百万美元，2008年超级杯的广告摊位于2007年11月末已全部卖完。2009年价位上涨到三百万美元，但至今至少有10个摊位依然在寻找买主。

【52】通用汽车在2008年二月份第一个星期天举行的超级杯赛事中共有11个广告，但如今它已声明说2009年它不会有任何广告。其他美国的两家汽车制造商，福特和克莱斯勒很有可能会效仿。网上求职公司Monster com最近炫耀，自己买了一个摊位。和往年昂贵广告一字排开、赞赏美国消费主义不一样，【53】2009年的超级杯反映国家在处于经济消退期，暗示对广告业来讲将是艰苦的一年。

对来年的预测大多是，美国的广告消费将会下降5%，甚至更多。【56】美国广告消费很大程度上依赖于汽车行业的命运：汽车制造商和销售商一般每年花200亿美元在广告上，但2008年的前九个月克莱斯勒和福特砍掉了广告开支的30%还要多，预测2009年会削减更多，因为他们需要为生存而努力挣扎。

【56】汽车行业的形势会影响所有媒体，特别是电视。BMO资本市场的分析师预测，来年花在电视广告上的总开支将下降近9%。预测报纸下滑的更厉害，下滑12%。【54】汽车制造商已经把部分的广告花费转向了网络，2009年力度会更大。汽车广告为地方电视频道创造25%的广告收入，而汽车制造商曾是国家电视台高价广告的固定买主。

迄今为止，下降的广告开支已经对地方电视台造成了严重影响。国家电视台情况好一点，因为他们和广告商的合同是长期的。但新年里他们也会感觉到凉意，因为公司不会再续约。【55】在打印媒体把广告收入和读者让给了网络之时，电视的地位依然强势，而此刻却可能要下滑。Barclays Capital的媒体分析师Anthony Diclemente说，下一个要让位的是电视台。

52.答案B

解析：本题是个建立在细节上的推理题。根据题干，考生可锁定文章的第一段和第二段。第一段段末讲到，2007年11月末就卖完了2008年的广告摊位，而2009年的广告摊位现在依然寻找买主。第二段段首以通用汽车为例，它在2008年有11个广告，而2009年一个都没有。由这些细节可以判断，广告商做广告的热情在下降。

53.答案C

解析：本题是个细节题。根据题干，考生可将答案锁定在文章的第二段段末。原文讲，2009年的超级杯反映国家在处于经济消退期，暗示对广告业来讲将是艰苦的一年。

54.答案C

解析：本题是个细节题。根据题干，考生可锁定文章的第四段。汽车制造商把视线投向了网络，通过网络来做广告。

55.答案C

解析：本题是个建立在细节上的推理题。根据题干，考生可锁定文章的最后一段。考生想要理解此句话的意思，必须要联系上下文。上文中讲，打印媒体让位给了网络，那时电视的地位依然强势，而现在电视的地位要下降了。所以此句话的意思是，下一个要让位给网络的就是电视了。

56.答案D

解析：本题是个主旨题。考生在文章的第三段和第四段也可找到相关的证据。第三段中讲，美国广告消费很大程度上依赖于汽车行业的命运;文章第四段中讲，汽车行业的形势会影响所有媒体，特别是电视。由此可推断，汽车制造商的命运某种程度上决定了美国的广告消费。