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[主观题]

听力原文： Advertising is the tool that has always been used to convince the public to b

uy products. In the beginning, it was a basic and crude tool. Craftsmen cried out to passers-by, telling the quality of their products. Today, newspapers, magazines, radio, and television use a variety of means to introduce the public to many products developed through technology. The Romans started using recorded advertisements. They smoothed and whitened areas on a wall where advertisements could be written or carved. In the Middle Ages, people continued to use verbal announcements and written messages, but a new form. of advertising, using symbols, was developed as well. Shops displayed a special symbol to indicate what goods or services could be found inside. The Industrial Revolution caused an explosion in the advertising field. The abundance of luxury goods, coming both from new inventions and from trade with different parts of the world, meant that consumers had to be told more about products than ever before. They had to be persuaded that they needed all these new products and that one product was superior to its many competitors. The buying public was soon being exposed to endless amounts of advertising. Questions 22 to 25 are based on the passage you have just heard. 22. What is the passage mainly about？ 23. How did early craftsmen advertise their products？ 24. Who first started using written advertisements？ 25. When did advertising first boom？23．

A．By door to door advertising.

B．By using symbols.

C．By verbal announcements.

D．By written messages.

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发布时间：2020-09-23

更多“听力原文： Advertising is the tool that has always been used to convince the public to b”相关的问题

第1题

听力原文：W: Leave me alone! I've never been so humiliated. Is this the way you treat your

customers？

M: I'm sorry, Madam. I have to check your handbag. Our hidden camera has detected something suspicious about you.

Q: Where does the conversation most likely take place？

(14)

A．In a supermarket.

B．In an advertising agency.

C．At a police station.

D．In a customs office.

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第2题

听力原文：When you turn on the radio, you hear an advertisement. When you watch television,

听力原文： When you turn on the radio, you hear an advertisement. When you watch television, you hear and see an advertisement. If you turn the pages of a newspaper or magazine, again you find an advertisement. If you walk down the street, you see one advertising board after another. All day, every day, people who want to sell you something competent to catch your attention. As a result, advertisements are almost everywhere. In the West, advertisements are the fuel that makes mass media work. The government does not give money to mass media such as TV stations, newspapers, magazines and radio stations. They are all owned privately. So where does the money come from？ From advertisements. Without advertisements, there would not be these private businesses.

Have you ever asked yourself what advertising is？ Through the years, people have given different answers to the question. For some time it was felt that advertising was a means of "keeping your name before the public." And some people thought that advertising was "truth well told." Now more and more people describe it in this way: Advertising is the paid, nonpersonal, and usually persuasive description of goods, services and ideas through various media.

All advertisements try to make people believe that the product, idea, or service advertised can do well to them. Advertisements exist everywhere in our lives.

(30)

A．The importance of advertisement.

B．The society's great need of advertisement.

C．The origin of advertisement.

D．The prosperity of advertisement.

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第3题

听力原文：M: This article is nothing but advertising for housing developers. I don't think

the houses for sale are half that good.

W: Come on，David. Why so negative？We're thinking of buying a home，aren't we？Just a trip to look at the place won't cost us much.

Q: What can be inferred from the conversation？

(14)

A．The houses for sale are of poor quality.

B．The houses are too expensive for the couple to buy.

C．The housing developers provide free trips for potential buyers.

D．The man is unwilling to take a look at the houses for sale.

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第4题

听力原文：W: Professor, （19)I'm going to take part in a debate on advertising tomorrow. Wou

听力原文：W: Professor, (19)I'm going to take part in a debate on advertising tomorrow. Would you please give me some hint？

M: That's interesting. I should like to hear what young people think about advertising.

W: Well, (20)we wouldn't know what there was to buy if we didn't have advertisements.

M. Yes. that's true up to El point. Advertisements provide information that we need. If someone has produced a new article, naturally the seller wants to tell us about it.

W: Yes, and (20) advertisements tell us which product is the best.

M: Do they？ I don't think so. Every manufacturer says that his product is the best, or at least tries to give that impression. Only one can be the best, so the others are misleading us, aren't they？

W: Well, in a way, I suppose, but we don't have to believe them, do we？

M: Are you saying that advertisements aren't effective？ (21)I don't think that intelligent businessmen would spend millions of dollars on advertising if nobody believed the advertisements, do you？

W: (20)Perhaps not, }0ut after all, it's their money that they're spending.

M: Is it？ I think not. The cost of advertising is added to the price of the article. You and I and all the other people who buy the article pay for the advertising!

W: Well, (20)I suppose we get something for our money--some information.

M: Yes, but don't forget it's often misleading information, and sometimes harmful.

(20)

A．To ask the man to debate with her.

B．To get some suggestion about advertisement.

C．To invite him to be a judge for a debate.

D．To get some ideas for a debate.

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第5题

听力原文：M: Hello, Campus Daily, advertising department. This is Mark speaking.W: Hi. I'm

听力原文：M: Hello, Campus Daily, advertising department. This is Mark speaking.

W: Hi. I'm calling to place a couple of ads.

M: Sure. Under what classification？

W: Well, I want one in the "Roommate Wanted" section.

M: All right. And how would you like that to read？

W: OK, it should read "Female roommate wanted for pleasant and sunny, two-bedroom apartment on Ellinwood Avenue, three blocks from campus. Share rent and utilities. Available September 1. Call between 5 and 9 P.M. and ask for Cecilia".

M: Fine. And what about your other ad？

W: That one I'd like is under "Merchandise for Sale," and I'd like it to read "Matching blue and white sofa and easy chair, excellent condition, $350 or best order. Call between 5 and 9 P.M. and ask for Cecilia." Did you get all that？

M: Uh-huh. You'll want your phone numbers on these, right？

W: Oh, sure. Thanks for reminding me—it's 555-6972.

M: And how long do you want these ads to run？

F: For a week, I suppose. How much would that be？

M: It's five dollars a week per line. Each of your ads will take up three lines, so that's $15 per ad.

(23)

A．At a newspaper.

B．At an advertising agency.

C．At a furniture store.

D．At a real estate office.

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第6题

听力原文：M: Mind if I switch channels？ Those TV commercials are killing me.W: How can you

听力原文：M: Mind if I switch channels？ Those TV commercials are killing me.

W: How can you say that？ Watch: "Take Toshiba, take the world." Fantastic! There's a product you can depend on. A powerful product.

M: If I were you, I wouldn't trust those commercials.

W: Now, look at this McDonald's commercial! Aren't those little kids cute？ Oh, and there's such a warm family feeling.

M: Just how an advertising agency wants you to see McDonald's. You're the target audience. When they make TV commercials, they use scientific methods to learn what you'll like and buy.

W: Are you telling me those darling little children biting into Big Macs are part of a scientific project to get me into McDonald's？

M: Advertisers don't bother with facts any more. Instead they want the end-user, that's you, to fall in love with their product.

W: I see. So what you're saying is," Watch out, or commercials will take over your life."

M: Yes, just wake up. Many competitors are spending piles of money to increase their market shares, bur only can celing out each other's efforts and neither would win. What's more, the extra costs of advertising will certainly be passed on to the customers.

W: But anyway the advertising will produce a good image of a product and that leads to consumer brand loyalty. That's to say, consumers are loyal to a certain product and keep buying it and they're willing to pay more.

M: That's the problem. More advertising means higher costs to the consumer. so in the end the winner is always the company, not the customer.

(20)

A．Advantages of TV shopping.

B．Their favorite TV channels.

C．Beware of advertising on TV.

D．Popularity of advertised products.

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第7题

听力原文：Over the past decade, the environmental movement has exploded onto the minds of m

听力原文： Over the past decade, the environmental movement has exploded onto the minds of mainstream consumers, a fact not lost on marketers and advertisers. Green advertising started in the mid-1980s when issues of the environment muscled their way to the forefront of marketing. Advertisers saw the consumer desire for environmentally safe products and tried to meet the demand as quickly as possible. Not surprisingly, this first wave suffered from rough and poorly conceived marketing efforts. Many advertisers embraced a genuine concern for the environment. But consumers realized that some companies made false claims and exploited the movement, using such ambiguous terms as "environmentally friendly" and "green." Consumers grew wary of environmental appeals, and advertisers reacted by reducing its emphasis. In 1992 the Federal Trade Commission established guidelines, for green marketing, followed shortly by state governments. California Passed particularly: strict laws, setting definitions for terms like "ozone friendly", "biodegradable", and "recycled". According to the state's court, "California seeks to guard against potentially inaccurate claims or ecological boost about products with minimal environmental attributes." Texas, Massachusetts, Minnesota, Tennessee, Connecticut, and Washington soon followed the Golden State's lead. The rigid regulations have left a number of advertisers confused and frustrated, although some feel that environmental claims have already peaked and are on their way out, Some believe that we've now entered green advertising's third wave, during which environmental concern is part of the mainstream, too.

(33)

A．They were expensive.

B．No one believes them.

C．They were unsuccessful.

D．They were often deceptive.

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第8题

听力原文：When you see a clever advertisement in a newspaper, do you say to yourself, "Ah,

听力原文： When you see a clever advertisement in a newspaper, do you say to yourself, "Ah, that's good. I'd like to have one of those"？ Or do you say, "What lies are they telling this time？ It can't be very good or they wouldn't have to advertise it so cleverly"？ Both of these people exist; the first are optimists; the second, pessimists and realists.

Advertisements can be extremely useful if they are honest; if, let us say, you have broken your pen and you want to buy another, the first thing to do is to look at as many advertisements for pens as you can find. That will help you to choose the model, color and price that suit you. Advertisements save a lot of time and trouble by putting sellers in touch with buyers in a quick and simple way. If the advertisements are true and accurate, the customers will be satisfied and will probably buy from the same firm next time and advise their friends and acquaintances to do the same.

The really dishonest advertiser hopes to sell his goods quickly and to make a large profit on them before the customer's reactions begin. He knows that no customers will buy from him a second time, and that none will recommend his products to their friends. But there are also semi-dishonest advertisers. They make claims for their products which they know perfectly well to be incapable of verification, like advertising that a certain toothpaste contains a particular substance—which it in fact does—knowing that this substance is in fact neither beneficial nor harmful to the teeth. Such advertisements do not tell downright lies, but their advertising is deliberately misleading.

(30)

A．Trust all advertisements and make purchases accordingly.

B．Get suitable colors and prices from advertisements.

C．Doubt the truthfulness of advertisements.

D．Admire the clever ways advertisements are made.

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第9题

听力原文：M: You're not still watching television, are you？W: I enjoy your television--I'll

听力原文：M: You're not still watching television, are you？

W: I enjoy your television--I'll have to watch lots more while I'm here. The camera-work was very good. It looked like the work of real experts. Er... how long has television been going in Britain？

M: Oh, since 1936.

W: Ah!

M: (19) Only in the London area at that time, though. There wasn't any television during the Second World War. It started up again afterwards. The BBC was the organization responsible for it.

W: What do the initials BBC stand for？

M: (20) British Broadcasting Corporation. It's a public corporation. It isn't controlled by the government, but it's not a private company either. That means that the government can't use the BBC for propaganda purpose, and nor can private individuals or firms.

W: Is there any advertising？

M: Not on the BBC, ITV gets its money from advertising, though.

W: ITV？

M: ITV stands for Independent Television. It was started in 1954 again in the London area. It covers the whole country now, though.

W: What do people think of the advertisements on television？

M: It depends. A lot of people think it's a good idea because it means that television can pay its way--the ITV gets all its money from the advertisements.

W: What about the BBC？

M: You have to pay a TV license of ￡7 a year that goes to the BBC. Or ￡ 12 for color. A lot of people don't like having to pay and wish that there were advertisements on the BBC too. On the other hand, (21) other people hate TV advertising because they think it's an insult to their intelligence.

(20)

A．There was television, but not in London.

B．There was no television anywhere in England.

C．There was television, but only in the London area.

D．There was television somewhere in Britain.

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第10题

听力原文：W: Hello, Gary. How' re you？M: Fine! And yourself？W: Can't complain. Did you have

听力原文：W: Hello, Gary. How' re you？

M: Fine! And yourself？

W: Can't complain. Did you have time to look at my proposal？

M: No, not really. Can we go over it now？

W: Sure. I' ve been trying to come up with some new production and advertising strategies. First of all, if we want to stay competitive , we need to modernize our factory. New equipment should ' ye will that cost？

W: Sure. I' ye been trying to come up with some new production and advertising strategies. First of all, if we want to stay competitive, we need to modernize our factory. New equipment should' ye been installed long ago.

M: How much will that cost？

W: We have several options ranging from one hundred thousand dollars all the way up to half a million.

M: OK. We'll have to discuss these costs with finance.

W: We should also consider human resources. I've been talking to personnel as well as our staff at the factory.

M: And what's the picture？

W: We'll probably have to hire a couple of engineers to help us modernize the factory.

M: What about advertising？

W: Marketing has some interesting ideas for television commercials.

M: TV？ Isn't that a bit too expensive for us？ What's wrong with advertising in the papers, as usual？

W: Quite frankly, it' s just not enough anymore. We need to be more aggressive in order to keep ahead of our competitors.

M: Will we be able to afford all this？

W: I'll look into it , but I think higher costs will be justified. These investments will result in higher profits for our company.

M: We'll have to look at the figures more closely: Have finance draw up a budget for these investments.

W: All right. I'll see to it.

(23)

A．The benefits of strong business competition.

B．A proposal to lower the cost of production.

C．Complaints about the expense of modernization.

D．Suggestions concerning new business strategies.

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