填空题Advertising is paid, nonpersonal communication that is designed to communicate in a creative manner, through the use of mass or information-directed media, the nature of products, services, and ideas. It is a form of persuasive communication that offers information about products, ideas, and services that serves the objectives determined by the advertiser. (66) Thus, the ultimate objective of advertising is to sell things persuasively and creatively. Advertising is used by commercial firms trying to sell products and services; by politicians and political interest groups to sell ideas or persuade voters; by not-for-profit organizations to raise funds, solicit volunteers, or influence the actions of viewers; and by governments seeking to encourage or discourage particular activities, such a wearing seatbelts, participating in the census, or ceasing to smoke. (67) The visual and verbal commercial messages that are a part of advertising are intended to attract attention and produce some response by the viewer. Advertising is pervasive and virtually impossible to escape. Newspapers and magazines often have more advertisements than copy; radio and television provide entertainment but are also laden with advertisements; advertisements pop up on Internet sites; and the mail brings a variety of advertisements. (68) In shopping malls, there are prominent logos on designer clothes, moviegoers regularly view advertisements for local restaurants, hair salons, and so on, and live sporting and cultural events often include signage, logos, products, and related information about the event sponsors. (69) Although the primary objective of advertising is to persuade, it may achieve this objective in many different ways. An important function of advertising is the identification function , that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. (70) The third function of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function. A. Another function of advertising is to communicate information about the product, its attributes, and its location of sale, this is the information function. B. The forms that advertising takes and the media in which advertisements appear are as varied as the advertisers themselves and the messages that they wish to deliver. C. An especially important issue in the creation of advertising is related to understanding how much information consumers want about a given product. D. Advertising may influence consumers in many different ways, but the primary goal of advertising is to increase the probability that consumers exposed to an advertisement will behave or believe as the advertiser wishes. E. Advertising also exists on billboards along the freeway, in subway and train stations, on benches at bus stops, and on the frames around car license plates. F. The pervasiveness of advertising and its creative elements are designed to cause viewers to take note.

填空题No one (care about) if he (appears) at the meeting next year or not. If (it happens) he will (be made to) apologize for his careless comments. A. care about B. appears C. it happens D. be made

填空题Raymond Birdwhistle said that the meaning of non-verbal behavior depends on the context. Give two examples of the meaning of smile.

填空题D.W. Griffith, (directing) and producing his own silent movies, (achieving) great popularity (and was) a pioneer of (modern) cinema. A. directing B. achieving C. and was D. modern

填空题Perhaps the most typically American (types) of feature movie, the western, (has been) a resurgence (in) popularity (in recent years). A. types B. has been C. in D. in recent years

填空题{{B}}Directions:{{/B}} For each numbered blank in the following passage, fill in a suitable word in each blank on the ANSWER SHEET. "Intercultural communication" is communication{{U}} (51) {{/U}}members of different cultures. This definition is simple,{{U}} (52) {{/U}}the process is complex. Intercultural communication involves differing perceptions, attitudes and interpretations. We know that even two people from the same{{U}} (53) {{/U}}can have communication problems. People can unintentionally hurt each other by something they say or{{U}} (54) {{/U}}. Isn't it logical, then, that communication problem can be{{U}} (55) {{/U}}among people who do not have the benefit of shared experiences (i. e. , language and culture) 9. Cultures do not communicate; individuals{{U}} (56) {{/U}}. Everyone has a unique style of communication, but cultures determine a general style for their members. The{{U}} (57) {{/U}}of individual to his culture is{{U}} (58) {{/U}}to an actor and his director. The actor puts his own personality into his acting but is nevertheless influenced by the director. We are not always aware of the subtle influences of our culture.{{U}} (59) {{/U}}, we may not perceive that others are influenced by their cultures as well. Problems and misinterpretations do not result every time members from two cultures communicate.{{U}} (60) {{/U}}, when cultural conflicts do arise, they may be perceived{{U}} (61) {{/U}}personal rather than cultural. In the following example it is a{{U}} (62) {{/U}}misunderstanding that creates negative feelings and confusion. A young woman from one culture is looking{{U}} (63) {{/U}}of the window and sees a male acquaintance from another culture. He signals to her by puckering his lips . She quickly looks away from the window. Later she ignores him. He is confused and she is angry. The{{U}} (64) {{/U}}was due to the woman's failure to understand the man's nonverbal signal. In her culture, his gesture conveys a sexual advance. According to his culture, he Was only saying (nonverbally) , "Oh there you are . I've been looking for you." The woman's misinterpretation resulted{{U}} (65) {{/U}}her angry reaction and his{{U}} (66) {{/U}}. If the two had known more{{U}} (67) {{/U}}each other's nonverbal cues, they could have{{U}} (68) {{/U}}the cultural conflict. Some misunderstandings are insignificant and can be easily{{U}} (69) {{/U}}or remedied.{{U}} (70) {{/U}}conflicts are more serious in that they can cause misinterpretations and create persistent negative attitudes toward foreigners.

填空题Electronic mail to describe an upcoming workshop should use only if potential participants use this form of communication regularly.A. ElectronicB. should useC. ifD. regularly

填空题Passage Two How does it happen that children learn their mother tongueso well? When we compare with adults learning a foreign 11.______language, we often find this interesting fact. A little childwithout knowledge or experience often succeeds to a complete 12.______master of the language. A grown-up person with fully developed 13.______mental powers, in most cases, may end up in a faulty and inex- 14.______act command. What accounts of this difference? 15.______ Despite other explanations, the real answer in my opinionlies partly with the child himself, partly in the behavior of the 16.______people surround him. In the first place, the time of learning the 17.______mother tongue is the most favorably of all, namely, the first 18.______years of life. A child hears it speak from morning till night and, 19.______what is more important, always in its genuine form, with theright pronunciation, right intonation, right use of words and rightstructure. He drinks all the words and expressions which come to 20.______him in a fresh, ever-bubbling spring. There is no resistance:there is perfect assimilation.

填空题{{B}}Directions:{{/B}} Fill in each numbered blank in the following passage with ONE suitable word to complete the passage. Put your answers in the ANSWER SHEET. It is a dream world, where chemists can turn a sow's ear into a silk purse, where bioengineers can put a little bit of a sheep into a wolf, or vice versa, and where the life-styles of the rich are beamed by satellite{{U}} (36) {{/U}}every upwardly mobile village on the planet. Thanks to science and technology, more people are consuming a more amazing array of worldly goods than at any time in history. But beneath the surface all is not well. Like Oscar Wilde's fictional creation Dorian Gray, who stayed forever{{U}} (37) {{/U}}while a portrait of him in the attic aged horribly. The modern economy masks a disfigured planet. The engine of consumption has scarred the land and stained the sea,{{U}} (38) {{/U}}away at the foundations of nature and threatening to destroy humanity's only means of survival. Today's elderly, born at the beginning of last century, started life in a world{{U}} (39) {{/U}}about 50% of its ancient forests still standing. Though far from pristine, it was a world of oceans and land masses teeming with all kinds of life. But those who will be born after the turn of the millennium will{{U}} (40) {{/U}}of age to find that previous generations have squandered and defiled their inheritance, foreclosing some options even as new ones were created. Our grandchildren may have{{U}} (41) {{/U}}to conveniences that further reduce the drudgery of everyday life, but they will also inherit a planet with less than 20 % of its original forests{{U}} (42) {{/U}}, with most of the readily available freshwater already spoken for and much of the arable{{U}} (43) {{/U}}under plough. They will inherit a stressed atmosphere and an unwanted legacy of toxic waste in the soil and water. Missing from the estate will be countless species, most{{U}} (44) {{/U}}out before even{{U}} (45) {{/U}}catalogued by scientist.

填空题Switzerland is best known for its majesty mountain range and thousands flock tothe Alps each year to take advantage of their ideal skiing conditions.A.bestB.majestyC.thousandsD.their

填空题 An office is the "brain" of a business. In an office, figures, lists and information are compiled which tell the managers or heads of the business what is happening in their shops or factories. These figures guide the managers{{U}} (51) {{/U}}telling them what has happened and what is happening. Information comes into an office in all sorts of{{U}} (52) {{/U}}but the main items of information comein regularly. It is part of the job of the clerks to collect and classify that information and to put it into a form that is easily interpreted and understood. Offices collect information, then they{{U}}(53) {{/U}}it. This work of collection is common in an office from the sorting of mail every morning to the accountant's work in finding{{U}} (54) {{/U}}the final figure for year's profit.{{U}} (55) {{/U}}always requires the arrangement of the same kind of information, often into lists or columns. For this work, correctness, accuracy and speed, as in all office work, are essential. There is no value,{{U}} (56) {{/U}}, in collecting the figures{{U}} (57) {{/U}}mean nothing.{{U}} (58) {{/U}}are guides which should help us{{U}} (59) {{/U}}decisions. The interpretation of information and of tables should tell us where success or{{U}} (60) {{/U}}lies, where profit can be had and where{{U}} (61) {{/U}}occur. On this kind of information and from the known figures, a choice is{{U}} (62) {{/U}}and a series of such choices may make a policy. A firm which has three factories may find,{{U}} (63) {{/U}}. instance, from its figures, that one factory is losing money and a choice may lie between either a change of manager, a cut in production, an increase in production{{U}} (64) {{/U}}closure of the factory. Whichever one of these decisions is taken becomes the policy. It is clear{{U}} (65) {{/U}}a decision leading to a policy can only be as good{{U}} (66) {{/U}}the information{{U}} (67) {{/U}}which it is based. Consequently there is a constant search{{U}} (68) {{/U}}more and more exact information. Managers will want to have all the necessary facts{{U}} (69) {{/U}}they can make the best decision and it is normal for{{U}} (70) {{/U}}to seek for more and more information.

填空题One expert remarks that a computer with so many tubes as the brain has neurons would require the Empire State Building to contain it.A. remarksB. soC. hasD. would require

填空题On the north bank of the Ohio river sits Evansville, Ind., home of David Williams, 52, and of a riverboat casino (a place where gambling games are played). During several years of gambling in that casino, Williams, a state auditor earning $ 35,000 a year, lost approximately $175,000. He had never gambled before the casino sent him a coupon for $20 worth of gambling. He visited the casino, lost the $20 and left. On his second visit he lost $800. The casino issued to him, as a good customer, a "Fun Card", which when used in the casino earns points for meals and drinks, and enables the casino to track the user"s gambling activities. For Williams, those activities become what he calls "electronic heroin". 1 . In 1997 he lost $21,000 to one slot machine in two days. In March 1997 he lost $72,186. He sometimes played two slot machines at a time, all night, until the boat docked at 5 a.m., then went back aboard when the casino opened at 9 a.m. Now he is suing the casino, charging that it should have refused his patronage because it knew he was addicted. It did know he had a problem. In March 1998 a friend of Williams"s got him involuntarily confined to a treatment center for addictions, and wrote to inform the casino of Williams"s gambling problem. The casino included a photo of Williams among those of banned gamblers, and wrote to him a "cease admissions" letter. Noting the medical/psychological nature of problem gambling behavior, the letter said that before being readmitted to the casino he would have to present medical/psychological information demonstrating that patronizing the casino would pose no threat to his safety or well-being. 2 . The Wall Street Journal reports that the casino has 24 signs warning: "Enjoy the fun... and always bet with your head, not over it." Every entrance ticket lists a toll-free number for counseling from the Indiana Department of Mental Health. Nevertheless, Williams"s suit charges that the casino, knowing he was "helplessly addicted to gambling", intentionally worked to "lure" him to "engage in conduct against his will". Well. 3 . The fourth edition of the Diagnostic and Statistical Manual of Mental Disorders says "pathological gambling" involves persistent, recurring and uncontrollable pursuit less of money than of thrill of taking risks in quest of a windfall. 4 . Pushed by science, or what claims to be science, society is reclassifying what once were considered character flaws or moral failings as personality disorders akin to physical disabilities. 5 . Forty-four states have lotteries, 29 have casinos, and most of these states are to varying degrees dependent on—you might say addicted to—revenues from wagering. And since the first Internet gambling site was created in 1995, competition for gamblers" dollars has become intense. The Oct. 28 issue of Newsweek reported that 2 million gamblers patronize 1,800 virtual casinos every week. With $3.5 billion being lost on Internet wagers this year, gambling has passed pornography as the Web"s most profitable business. A. Although no such evidence was presented, the casino"s marketing department continued to pepper him with mailings. And he entered the casino and used his Fun Card without being detected. B. It is unclear what luring was required, given his compulsive behavior. And in what sense was his will operative? C. By the time he had lost $5,000 he said to himself that if he could get back to even, he would quit. One night he won $5,500, but he did not quit. D. Gambling has been a common feature of American life forever, but for a long time it was broadly considered a sin, or a social disease. Now it is a social policy: the most important and aggressive promoter of gambling in America is the government. E. David Williams"s suit should trouble this gambling nation. But don"t bet on it. F. It is worrisome that society is medicalizing more and more behavioral problems, often defining as addictions what earlier, sterner generations explained as weakness of will. G. The anonymous, lonely, undistracted nature of online gambling is especially conducive to compulsive behavior. But even if the government knew how to move against Internet gambling, what would be its grounds for doing so?

填空题A rapid means of long-distance transportation became a necessity for the United States as settlement spread ever farther westward. The early trains were impractical curiosities, and for a long time the railroad companies met with troublesome mechanical problems. The most serious ones were the construction of rails able to bear the load, and the development of a safe, effective stopping system. Once these were solved, the railroad was established as the best means of land transportation. By 1860 there were thousands of miles of railroads crossing the eastern mountain ranges and reaching westward to the Mississippi. There were also regional southern and western lines. The high point in railroad building came with the construction of the first transcontinental system. In 1862 Congress authorized two western railroad companies to build lines from Nebraska westward and from California eastward to a meeting point, so as to complete a transcontinental crossing linking the Atlantic seaboard with the Pacific. The government helped the railroads generously with money and land. Actual work on the project began four years later. The Central Pacific Company, starting from California, used Chinese labor, while the Union Pacific employed crews of Irish laborers: The two groups worked at remarkable speed, each trying to cover a greater distance than the other did. In 1869 they met at a place called Promontory in what is now the state of Utah. Many visitors came there for the great occasion. There were joyous church bells to honor the great achievement. The railroad was very important in encouraging westward movement. It also helped build up industry and farming by moving raw materials and by distributing products rapidly to distant markets. In linking towns and people to one another it helped unify the United States.

填空题What is kinesics?