【答案解析】[解析] 6-10
Researchers study television to understand its effects on viewers and to measure its effectiveness in selling products. Much of the research on TV audiences is market research, paid for by corporations with something to sell. Let me repeat: research on television is funded largely by advertisers.
The television industry depends on advertising money to survive, and this relationship influences what television offers viewers. Advertisers aim to reach mass audiences and specific social groups. In turn, the television industry tries to meet the needs of advertisers, because pleasing the advertisers is nearly as important as pleasing the public. This means advertisers have a lot of control over what programs are made and when they are shown.
The American television industry is controlled by people who are more interested in the culture of consumerism than in preserving cultures or natural resources. I mean, for the first time in history, most of the stories children learn don't come from their parents or schools; they come from a small number of large corporations with something to sell. And this culture of consumerism is exported to other countries.
Television is the most effective marketing tool ever created. Many advertisements apply basic psychology by sort of appealing to our insecurities and desires. Ads convince us that the things we once thought were luxuries are now necessities. Television is highly skilled at creating images of affluence, not just in the ads, but in the programs as well. Using sophisticated market research, programmers and advertisers sort of paint a picture of life centered on material possessions. This kind of life may look glamorous and desirable, but it's all at the expense of personal relationships.
As you probably can tell, I tend to agree with critics of the media. Advertising does create false needs, and products we really need don't require advertising. Television promotes consumerism. It shows us things, things, and more things. It encourages greed and envy. Television helps create a wasteful society, where things are thrown out long before they are worn out.
6. What is the main idea of the lecture?
The main idea is that television promotes a culture of consumerism. The professor says: The American television industry is controlled by people who are more interested in the culture of consumerism...; Television promotes consumerism.
单选题
According to the professor, why do researchers study television?
A. To learn about the types of programs
B. To understand the culture of the society
C. To decide which programs to export
D. To measure how well it sells products
【正确答案】
D
【答案解析】[解析]
According to the professor, why do researchers study television?
The professor says: Researchers study television to understand its effects on viewers and to measure its effectiveness in selling products.
单选题
According to the professor, why do advertisers have control over
television programming?
A. Advertisers have the best ideas about what viewers want.
B. The television industry depends on money from advertisers.
C. The government permits advertisers to vote for programs.
D. Most television stations are owned by large corporations.
【正确答案】
B
【答案解析】[解析]
According to the professor, why do advertisers have control over television programming?
The professor says: The television industry depends on advertising money to survive, and this relationship influences what television offers viewers; This means advertisers have a lot of control over what programs are made and when they are shown.
单选题
Listen again to part of the lecture. Then answer the
question. Why does the professor say this:
A. To argue that television images of life lack depth and meaning
B. To warn students not to spend more money than they can afford
C. To show that television programs can contribute to personal growth
D. To recommend that students watch only high-quality programs
【正确答案】
A
【答案解析】[解析]
Listen again to part of the lecture. Then answer the question.
"Television is highly skilled at creating images of affluence, not just in the ads, but in the programs as well. Using sophisticated market research, programmers and advertisers sort of paint a picture of life centered on material possessions. This kind of life may look glamorous and desirable, but it's all at the expense of personal relationships."
Why does the professor say this:
"This kind of life may look glamorous and desirable, but it's all at the expense of personal relationships."
The professor's purpose is to argue that television images of life lack depth and meaning. The professor suggests that television's images of affluence have less meaning than personal relationships have.
单选题
What is the professor's opinion of television?
A. Television is the best way to advertise products and services.
B. Television has had a mostly negative effect on society.
C. Television has been unfairly criticized by intellectuals.
D. Television deserves credit for creating an affluent society.
【正确答案】
B
【答案解析】[解析]
What is the professor's opinion of television?
The professor's opinion is that television has had a mostly negative effect on society. He says: ...I tend to agree with critics of the media, Television promotes consumerism; It encourages greed and envy. Television helps create a wasteful society