PartIWriting(30RecreationalDirections:Forthispart,youareallowed30minutestowriteALetterofApologyaccordingtotheoutlinegivenbelow.Youshouldwriteatleast120wordsfollowingtheoutlinegivenbelowinChinese. prehension(SkimmingandScanning)(15minutes)MediaSelectionforAdvertisementsmediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusonattentiononseventypesofadvertising:evision,newspapers,radio,magazines,out-of-home,Internet,anddirectmail.evisioninanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?youcanunderstandthepowerofevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.evisionprovidesanidealvehicleforthistypeofcommunication.Butevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.evision’sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthatevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.theGolfChannel,forinstance,iswatchedbypeoplewhoplaygolf.HomeandGardenevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous(具有共同特點(diǎn)的thantheyhavebeeninthepastSecond,thereisanincreaseinthenumberofevisionchannelsavailabletoviewers,andthus,advertisers.Thishadalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsaAfterevision,themediumattractingthenextlargestannualasrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.Ithasincreaseditsnationalcirculation(量)by40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarethelargestNewspapersarealessexpensiveadvertisingmediumthanevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthroughevision.Givennewproductiontechniques,advertisementscanbeprintedinabout48hours,meaningnewspapersarealsoaquickwayofgettingthemessageout.Newspapersareoftenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreaders.Advertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbill-boards(牌)andtheInternettoreachevenmorecustomersthanevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthanevision,whichmeansadvertiserscanaffordtorepeattheiradsoften.Internetcompaniesarealsoturningtoradioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatall1PAGEPAGE2timesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheTwomajorchanges—sa liteandInternetradio—willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemany Newsweeklies,women’stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket.Magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworkevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous.IfyoureadSportsIllustrated,forexample,youhavesuchincommonwiththemagazine’sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.Advertisersusingtheprintmedia—magazinesandnewspapers—willneedtoadapttotwomainchanges.FirsttheInternetwillbringlargeraudiencestolocalnewspapers.Theseaudienceswillbemorediverseandgeographicallydispersed(分散thaninthepastSecond,advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetaudiences.Althoughsomemagazineswillmaintainnationalaudiences,alargenumberofmagazineswillentertainnarroweraudiences.Out-of-homeOut-of-homeadvertising,alsocalledplace-basedadvertising,has consumers,whoaremoreactivethaneverbefore.Manyconsumerstodaydonotsitathomeandwatchevision.Usingbillboards,newsstands,andbussheltersforadvertisingisaneffectivewayofreachingtheseon-the-consumers.Moreconsumerstravellongerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective.Technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemediumthaninthepast.Usingthedigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6dayspreviously.ThisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmoreAsconsumers emorecomfortablewithonlineshop,advertiserswillseektoreachthismarket.AsconsumersgetmoreoftheirnewsandinformationfromtheInternet,theabilityofevisionandradiotogetthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersistocreateadsthataudiencemembersremember.Internetadvertisingwillplayamoreprominentroleinorganizations’advertisinginthenearfuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheinlinemediumaswell.Afinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient’smessage.Directmailincludesnewsletters,postcards,andspecialpromotion.Directmailisaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses,directmailisthemosteffectiveformofadvertising.evisionisanattractiveadvertisingmediuminthat ithaslarge C)ithelpsbuildupacompany’sitappealsto advertisers’interestinothermediahasthenumberofTVadspeoplecanseeComparewithevision,newspapersasanadvertisingmedium A)earnalargerannualadrevenue C)usemoreproductiontechniquesB)conveymore D)getmessagesoutmoreAdvertisingonradiocontinuestogrowbecause A)morelocalradiostationshavebeensetup C)itprovideseasyaccesstoconsumersB)moderntechnologymakesitmore appealto D)conveyallkindsof billboardscanbereplacedwithin C)suchadshavebeenmademuch D)thepaceofurbanlifeismuchfasterThechallengetoInternetadvertisersistocreateadsthatare quickto PAGEPAGE3Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe Thispassagediscusseshowadvertisersselect forPartIII (35minutes)SectionA B)Treathisinjuryimmedia D)Ina Asad A)Reviewthedetailofallherlessons. C)Talkwithherabouthislearningproblems.B)Comparenoteswithhisclassmates. D)Focusinthemainpointsofherlectures.A)Themanblamedthewomanforbeingcareless. C)Thewomanofferedtopayfortheman’scoffee. D)Thewomanspiltcoffeeontheman’sjacket.A)Extremelytedious. C)Lackingagoodplot.B)Hardtounderstand. D)Notworthseeingtwice. C)Readingvery D)Usingtest-takingHethinksitunrealistictohave500 Questions19to22arebasedontheconversationyouhavejustA)Anoticebytheelectricityboard. C)Thedescriptionofathiefindisguise.B)Adspromotingelectricappliances. D)Anewpolicyonpensioners’welfare. C)Makingfriendswith D)Showingthemhis B)Nottoleaveseniorcitizensaloneat A)Shewasrobbedneartheparking C)Thepensionshehadjustdrawnwas D)ShewasknockeddowninthepostQuestions23to25arebasedontheconversationyouhavejustA)Marketingconsultancy. C)Luxuryhomanagement.B)Professionalaccountancy. D)Businessconferenceorganization. C)HavingbeentothecountryB)Knowingsomekeypeoplein D)BeingabletospeakA)Itwillbringherpotentialintofullplay. C)ItwillenablehertoimproveherChinese.B)Itwillinvolvelotsoftraintravel. D)ItwillgivehermorechancestovisitJapan.SectionPassageQuestions26to28arebasedontheconversationyouhavejustA)Thelackoftime. C)Thefrustrationsatwork.B)Thequalityoflife. D)Thepressureonworkingfamilies.A)Theywerejustasbusyaspeopleof C)Theydidn’tcomplainasmuchas A)Tolookforcreativeideasofawardingemployees.B)Toexplorestrategiesforloweringproductioncosts.C)Toseeknewapproachestodealingwithcomplaints.D)Tofindeffectivewaystogiveemployeesflexibility.PassageQuestions29to31arebasedontheconversationyouhavejust A)Hisadvancedage. C)Hisimprovedfinancialcondition.B)Hischildren’sefforts. D)Hissecondwife’spositiveinfluence. C)DivorceoftenhasdisastrousB)Love PassagePAGEPAGE5Questions32to35arebasedontheconversationyouhavejustA)Itwaslocatedinapark. C)Itwentbankruptallofasudden.B)Itsownerdiedofaheartattack. D)Itspottedplantswereforleaseonly.A)Plantingsometreesinthegreenhouse. C)PuttingupaGoingOutofBusinesssign.B)Writingawantadtoalocalnewspaper. D)Hel acustomerselectsomepurchases. C) D)Buildingabiggreenhouseof B)Securingajobattheoffice D)FindingcustomersoutofSectionWe’renowwitnessingtheemergenceofanadvancedeconomybasedoninformationandknowledge.Physical rawmaterialinoureconomyisknowledge.Tomorrow’swealthdependsonthedevelopmentandexchangeofknowledge.And(39) enteringtheworkforceoffertheirknowledge,nottheirmuscles.Knowledgeworkersgetpaidfortheireducationandtheirabilitytolearn.Knowledgeworkers(40) inmindwork.Theydealwithsymbols:(41) ,anddata.Whatdoesallthismeanforyou?Asafutureknowledgeworker,youcanexpecttobe(42) ,processing,aswellasexchanginginformation,(43) ,threeoutofhourjobsinvolvesomeformofmindwork,andthat .Anddon’twait “empower”you.Youhavetoempoweryourself.prehension(Readingin (25SectionSomeyearsagoIwasofferedawritingassignmentthatwouldrequirethreemonthsoftravelthroughEurope.Ihadbeenabroadacoupleoftimes,butIcouldhardly_47_toknowmywayaroundthecontinent.Moreover,myknowledgeofforeignlanguageswas_48_toalittlecollegeFrench.Ihesitated.HowwouldI,unabletospeakthelanguage,_49_unfamiliarwithlocalgeographyortransportationsystems,setup_50_anddoresearch?Itseemedimpossible,andwithconsiderable_51_Isatdowntowritealetterbeggingoff.Halfwaythrough,athoughtcanthroughmymind:youcanlearnifyoudon’ttry.SoIacceptedtheThereweresomebad_52_.ButbythetimeIhadfinishedthetripIwasanexperiencedtraveler.Andeversince,Ihaveneverhesitatedtoheadforeventhemostremoteofplaces,withoutguidersoreven_53_bookings,confidentthatsomehowIwillmanage.andasthelearningpilesup,theworldopenstoyou.I’velearnedtoskiat40,andflownuptheRhineRiverina_55_.AndIknowI’llgoonngsuchthings.It’snotbecauseI’mbraverormoredaringthanothers.I’mnot.ButI’llacceptanxietyasanothernameforchallengeandIbelieveIcan_56_wonders. E) M) L)SectionBPassageOneGlobalwarmingmayormaynotbethegreatenvironmentalcrisisofthe21century,butregardlessofwhetheritisorisn’t–wewon’tdomuchaboutit.Wewillargueoveritandmayeven,asanation,makesomefairlysolemn-soundingcommitmentstoavoidit.Butthemoredramaticandmeaningfulthesecommitmentsseem,thelesslikelytheyaretobeobserved.AlGorecallsglobalwarmingan“inconvenienttruth,”asifmerelyrecognizingitcouldputusonapathtoasolution.Buttherealtruthisthatwedon’tknowenoughtorelieveglobalwarming,and–withoutmajortechnologicalbreakthroughs—wecan’tdomuchaboutit.From2003to2050,theworld’spopulationisprojectedtogrowfrom6.4billionto9.1billion,a42%increase.Ifenergyuseperandtechnologyremainthesame,totalenergyuseandgreenhousegasemissions(mainly,CO2)willbe42%higherin2050.butthat’stoolow,becausesocietiesthatgrowricherusemoreenergy.Weneedeconomicmodestgrowth,energyuseandgreenhouseemissionsmorethandoubleby2050.Noernmentwilladoptrigidrestrictionsoneconomicgrowthandalfreedom(limitsonelectricityusage,drivingandtravel)thatmightcutbackglobalwarming.Still,politicianswanttoshowthey’re“ ngsomething.”ConsidertheKyotoProtocol(議定書).Itallowedcountriesthatjoinedtopunishthosethatdidn’t.Butithasn’treducedCO2emissions(upabout25%since1990),andmanysignatories(簽字國(guó)didn’tadopttoughenoughpoliciestohittheir2008-2012targets.Thepracticalconclusionisthatifglobalwarmingisapotentialdisaster,theonlysolutionisnewtechnology.Onlyanaggressiveresearchanddevelopmentprogrammightfindwaysofbreakingdependenceonfossilfuelsordealingwithit.Thetroublewiththeglobalwarmingdebateisthatithas Theinconvenienttruthisthatifwedon’tsolvetheengineeringproblem,we’rehelpless.Itmaynotproveanenvironmentalcrisisat C)Seriousstepshavebeentakentoavoidor Accordingtotheauthor’sunderstanding,whatisAlGore’sviewonglobalwarming?A)Itisarealitybothpeopleandpoliticiansareunawareof.ItisaphenomenonthatcausesusItisaproblemthatcanbesolvedonceitisrecognized.D)Itisanareaweactuallyhavelittleknowledgeabout.Greenhouseemissionswillmorethandoubleby2050becauseof economic thewideninggapbetweentherich D)therapidadvancesofscienceandTheauthorbelievesthat,sincethesigningoftheKyotoProtocol, A)politicianshavestartedtodosomethingtobetterthesituationfewnationshaveadoptedrealtoughmeasurestolimitenergyreductionsinenergyconsumptionhavegreatlycutbackglobalwarmingD)internationalcooperationhascontributedtosolvingenvironmentalproblemsWhatisthemessagetheauthorintendstoconvey?A)Globalwarmingismoreofamoralissuethanapracticalone.B)TheultimatesolutiontoglobalwarmingliesinnewtechnologyC)Thedebateoverglobalwarmingwillleadtotechnologicalbreakthroughs.D)Peoplehavetogiveupcertainmaterialcomfortstostopglobalwarming.Passagesomeonewillcasuallyglancethroughyourcreditcardpurchaseorcellphonebillstofindoutyourshoppreferencesorcallinghabits.Infact,it’slikelysomeofthesethingshavealreadyhappenedtoyou.Whowouldwatchyouwithoutyourpermission?Itmightbeaspouse,agirlfriend,amarketingcompany,aboss,acoporacriminal.Whoeveritis,theywillseeyouinawayyouneverintendedtobeseen—the21stcenturyequivalentofbeingcaughtnaked.Psychologistslusboundariesarehealthy,thatit’simportanttorevealyourselftofriends,familyandloversinstagesatappropriatetimes.Butfewboundariesremain.Thedigitalbreadcrumbs(碎屑youleaveeverywheremakeiteasyforstrangerstoreconstructwhoyouare,whereyouareandwhatyoulike.Insomecases,asimplesearchcanrevealwhatyouthink.Likeitornotincreasinglyweliveinaworldwhereyousimplecannotkeepasecret.WhenopinionpollsaskAmericansaboutprivacy,mostsaytheyareconcernedaboutlosingit.Asurveyfoundanoverwhelmingpessimismaboutprivacy,with60percentofrespondentssayingtheyfeeltheirprivacyis“slipaway,andthatbothersme.”ButpeoplesayonethinganddoanotherOnlyatinyfractionofAmericanschangeanybehaviorsinanefforttopreservetheirprivacy.Fewpeopleturndownadiscountattollbooths()toavoidusingtheEZ-Passsystemthatcantrackautomobilemovements.Andfewturndownsupermarketloyaltycards.PrivacyeconomistAlessandroAcquistihasrunaseriesofteststhatrevealpeoplewillsurrender alinformationlikeSocialSecuritynumbersjusttogettheirhandsonapitiful50-cents-offcoupon(券).Whatdoestheauthormeanbysaying“the centuryequivalentofbeingcaughtnaked”(Lines3-4, alinformationiseasilyaccessedwithoutInthe21stcenturypeopletryeverymeanstolookintoothers’PeopletendtobemorefrankwitheachotherintheinformationCriminalsareeasilycaughtonthespotwithWhatwouldpsychologistsadviseontherelationshipsbetweenfriends?A)Friendsshouldopentheirheartsto C)ThereshouldbeadistanceevenbetweenFriendsshouldalwaysbefaithfultoeach D)ThereshouldbefewerdisputesbetweenWhydoestheauthorsay“weliveinaworldwhereyousimplecannotkeepasecret”(Line5,ModernsocietyhasfinallyevolvedintoanopenPeopleleavetracesaroundwhenusingmoderntechnology.C)Therearealwayspeoplewhoarecuriousaboutothers’affairs.D)Manysearchenginesprofitbyrevealingpeople’sidentities.WhatdomostAmericansdowithregardtoprivacyprotection?A)Theychangebehaviorsthatmightdisclosetheiridentity.B)Theyusevariousloyaltycardsforbusinesstransactions. D)Theytalkalotbuthardlydoanythingabout peoplewillmakeeveryefforttokeep C)itissomethingthatcaneasily Part (15Universitiesareinstitutionthatteachawidevarietyofsubjectsatadvancedlevels.Theyalsocarryoutresearchworkaimed_67_extendingman’sknowledgeofthesesubjects.Theemphasisgiventoeachofthesefunctions_68_fromuniversitytouniversity,accordingtotheviewsofthepeoplein_69_andaccordingtotheresourcesavailable.Thesmallerandneweruniversitiesdonot_70_thestafforequipmenttocarryoutthe_71_researchprojectspossibleinlargerinstitutions._72_mostexpertsagreethatsomeresearchactivityis_73_tokeepthestaffandtheirstudentsinMoststudentsattendauniversitymainlyto_75_theknowledgeneededfortheirchosen_76_.Educationistsbelievethatthisaimshouldnotbethe_77_one.Universitieshavealwaysaimedtoproducemenandwomen_78_judgmentandwisdomaswellasknowledge.Forthisreason,they_79_studentstomeetotherswithdiffering_80_andtoreadwidelyto_81_theirunderstandinginmanyfieldsofstudy._82_asecondaryschoolcourse,astudentshouldbeinterestedenoughinasubjecttoenjoygainingknowledgeforitsown_83_.Heshouldbepreparedto_84_sacrificestostudyhischosen_85_indepth.Hesho