考研英語閱讀理解B型試題及答案

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　　Directions:

　　In the following article, some sentences have been removed. For Questions 1-5, choose the most suitable one from the list A—G to fit into each of the numbered blank. There are two extra choices, which do not fit in any of the gaps.

　　During the early stages of the Industrial Revolution, 1）But when factory production got into full swing and new products, e. g. processed foods, came onto the market, national advertising campaigns and brand-naming of products became necessary. Before large-scale factory production, the typical manufacturing unit had been small and adaptable and the task of distributing and selling goods had largely been undertaken by wholesalers. The small non-specialized factory which did not rely on massive investment in machinery had been flexible enough to adapt its production according to changes in public demands.

　　2）From the beginning of the nineteenth century until the 1870s, production had steadily expanded and there had been a corresponding growth in retail outlets. But the depression brought on a crisis of over-production and under-consumption—manufactured goods piled up unsold and prices and profits fell. Towards the end of the century many of the small industrial firms realized that they would be in a better position to weather economic depressions and slumps if they combined with other small businesses and widened the range of goods they produced so that all their eggs were not in one basket. They also realized that they would have to take steps to ensure that once their goods had been produced there was a market for them. This period ushered in the first phase of what economists now call 'monopoly capitalism', which, roughly speaking, refers to the control of the market by a small number of giant，conglomerate enterprises. Whereas previously competitive trading had been conducted by small rival firms, after the depression the larger manufacturing units and combines relied more and more on mass advertising to promote their new range of products．

　　A good example of the changes that occurred in manufacture and distribution at the turn of the century can be found in the soap trade. From about the 1850s the market had been flooded with anonymous bars of soap, produced by hundreds of small manufacturers and distributed by wholesalers and door-to-door sellers. 3）For instance, the future Lard Leverhulme decided to brand his soap by selling it in distinctive packages in order to facilitate recognition and encourage customer loyalty．

　　Lard Leverhulme was one of the first industrialism to realize that advertisements should contain logical and considered arguments as well as eye-catching and witty slogans. 4）For example, one contemporary Pears soap ad went into great detail about how the product could enhance marital bliss by cutting down the time the wife had to spend with her arms in a bowl of frothy suds. And an ad for Cadbury's cocoa not only proclaimed its purity but also detailed other benefits: 'for the infant it is a delight and a support; for the young girl, a source of healthy vigour；for the young miss in her teens a valuable aid to development…' and so on. As the writer E. S. Turner rightly points out, the advertising of this period had reached the 'stage of persuasion as distinct from proclamation or iteration'.5）

　　［A］The leading companies develop more aggressive selling methods such as keeping contact with their customers.

　　［B］Indeed advertise or bust seemed to be the rule of the day as bigger and more expensive campaigns were mounted and smaller firms who did not, or could not, advertise, were squeezed or bought out by the larger companies.

　　［C］ But the economic depression which lasted from 1873 to 1894 marked a turning point between the old method of industrial organization and distribution and the new．

　　［D］advertising was a relatively straightforward means of announcement and communication and was used mainly to promote novelties and fringe products．

　　［E］Competition grew steadily throughout the latter half of the century and eventually the leading companies embarked on more aggressive selling methods in order to take customers away from their rivals．

　　［F］Contemporary products also display details of the main ingredients.

　　［G］Many advertisers followed his lead and started to include 'reason why' copy in their ads．

　　答案及詳解

　　1.D。“工業革命初期的廣告主要用于新奇和裝飾性的產品”與后句中的national compaigns and brand-naming of products became necessary對照，我們可知此時的廣告應用還不是很普及，所以選D。

　　2.C。承上啟下句，廣告開始發出重要演變（“a turning point”。）

　　3.E。從后面一家公司通過采取獨特的包裝方法銷售肥皂，而顧客在選擇時能輕易辨別出來的實例中可知大公司開始了更強有力的推銷手段，所以選E

　　4.G。第四段論述了大公司如何通過廣告以及廣告方式提高競爭力，上一句指出Lard leverhulme意識到廣告標語“吸引眼球”與富有情趣的重要性。下一句通過肥皂和可樂的廣告詞，表明現代的廣告越來越重視對產品作用的描述。

　　5.B。總結全文，做廣告已成為現代商業社會的法則，許多負擔不起大規模或昂貴廣告的公司只有被并購或者逐漸萎縮。

　　中心思想

　　本文論述了廣告的演變歷史，工業革命初期，廣告主要用于新奇或裝飾性產品，接著大公司開始采取越來越強有力的推銷手段。現代社會，廣告更是成功決定商家命運的重要競爭力之一。

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