单选题 Amtrak (美国铁路客运公司) was experiencing a downswing in ridership (客运量) along the lines comprising its rail system. Of major concern to Amtrak and its advertising agency DDB Needham, were the long-distance western routes where ridership had been declining significantly.At one time, trains were the only practical way to cross the vast areas of the west. Trains were fast, very luxurious, and quite convenient compared to other forms of transportation existing at the time. However, times change and the automobile became America"s standard of convenience. Also, air travel had easily established itself as the fastest method of traveling great distances. Therefore, the task for DDB Needham was to encourage consumers to consider other aspects of train travel in order to change their attitudes and increase the likelihood that trains would be considered for travel in the west. Two portions of the total market were targeted; 1) anxious fliers—those concerned with safety, relaxation, and cleanliness and 2) travel-lovers—those viewing themselves as relaxed, casual, and interested in the travel experience as part of their vacatioa The agency then developed a campaign that focused on travel experiences such as freedom, escape, relaxation, and enjoyment of the great western outdoors. It stressed experiences gained by using the trains and portrayed western train trips as wonderful adventures. Advertisements showed pictures of the beautiful scenery that could be enjoyed along some of the more famous western routes and emphasized the romantic names of some of these trains (Empire Builder, etc.). These ads were strategically placed among family-oriented TV shows and programs involving nature and America in order to most effectively reach target audiences. Results were impressive. The Empire Builder, which was focused on in one ad, enjoyed a 15 percent increase in profits on its Chicago to Seattle route. (307 words)

单选题 What"s the author"s purpose in writing this passage?

【正确答案】 D

【答案解析】解析：本题属于主旨题。文章第一、二段提出并分析美国铁路客运存在的问题及铁路广告公司必须要做的工作，第三、四段：介绍了广告公司的一些具体做法及成效。A、B所示内容在文中略有提及，都是为表示铁路客运的窘境服务的，文中未论及选项C的内容。为此，考生通过思考可猜测这部分文章可能选自有关广告方面的文章，讲述的是一个利用广告成功地提高经济效益的事例。因此应选D。

单选题 It can be inferred from the passage that the drop in Amtrak ridership was due to the fact that______.

【正确答案】 B

【答案解析】解析：本题属于细节推理题。文中根本未谈及长、短距离客运的事，也就推断不出A来。C是混淆视听的一个选项。火车确实不像以前有竞争力了，但并非因为它速度比过去慢了或不如原来便利了，而是因为其他交通工具的竞争力增强了，所以C也不是正确推论。飞机是以速度占优势的，因此D是与事实相悖的推理。在阅读中，考生曾读到：“However，times change and the automobile became America’s standard of convenience．Also，air travel had easily established itself as the fastest method of traveling great distances．”根据这两句话我们可得出B项的推论，所以B为正确答案。

单选题 To encourage consumers to travel by train, DDB Needham emphasized______.

【正确答案】 C

【答案解析】解析：本题属于细节判断题。A中“convenience”不是广告中宣传的火车特点。为了鼓励游客多乘火车，广告公司更多的是宣传火车沿途的西部风光，乘火车旅行的感受，而不是旅行的便利。文中曾含蓄地提到了火车具有安全和干净的特点，但只是间接的，不是强调地提出(emphasized)。因此看来，A、B、D均不是正确选项，C为正确选择，且可在第三段最后一句找到依据。

单选题 The train ads were placed among family-oriented TV programs involving nature and America because______.

【正确答案】 D

【答案解析】解析：本题属于细节推断题。从文中第四段可读到：“These ads were strategically placed among family—oriented TV shows and programs involving nature and America in order to most effectively reach target audiences．”为什么火车广告要放在这些电视节目中，因为是想最有效地向目标观众进行宣传。言外之意爱好旅游的人和怕乘飞机者会在这些节目的观众之中。因此D为正确选项。

单选题 According to the passage, the Empire Builder enjoyed an increase in ridership and profits because______.

【正确答案】 A

【答案解析】解析：本题属于细节判断题。文章第四段第一句写道：Advertisements showed pictures of the beautiful scenery that could be enjoyed along some of the more famous western routes and emphasized the romantic names of some of these trains(Empire Builder，etc．)．由此可看到A为正确答案。别忘了，这是一篇关于广告作用的文章，讲述了一个广告宣传成功的事例。B和C所讲原因都不太确切，而D断章取义地将广告进行宣传的范围篡改了。