Until recently, women in advertisements wore one of three things — an apron, an attractive dress or a frown. Although that is now changing, many women still feel angry about offending advertisements. “This ad degrades women.” they protested(抗議).Why does this sort of advertising exist? How can advertisers and ad agencies still produce, sometimes, after months of research, advertising that offends the consumer?
The ASA, the body which deals with complaints about print media, is carrying out research into how women feel about the way they are pictured in advertisements. Its conclusions are likely to be what the advertising industry already knows: although women are often annoyed by the ads, few feel strong enough to complain.
Women are not the only victims of poor and boring stereotypes(老套)— in many TV commercials men are seen either as useless, childish fools who are unable to perform the simplest household tasks, or as inconsiderate fellows, always on the lookout for an escape to the pub. But it is women who seem to suffer more from the industry’s inability to put people into an authentic present-day situation. Yet according to Emma Bennett, director of a London advertising agency, women are not aggressive or extremely angry about those stereotypes and sexist (歧視婦女)advertising. “They just find it annoying or tiresome.”
She says that it is not advertising’s use of the housewife role that bothers women, but the way in which it is handled. “The most important thing is the advertisement’s tone of voice. Women hate being insincerely praised or given desperately down-to-earth common-sense advice.”
In the end, the responsibility for good advertising must be shared between the advertiser, the advertising agency and the consumer. Advertising does not set trends but it reflects them. It is up to the consumer to tell advertisers where they fail, and the process of change will remain slow until people on the receiving end take the business seriously and make their –feelings known.
1.Despite recent changes in attitudes, some advertisements still fail to .
A.change women’s opinions of themselves |
B.show any understanding of consumers’ feelings |
C.persuade the public to buy certain products |
D.meet the needs of the advertising industry |
2.According to the writer, the commonest fault of present-day advertising is to .
A.condemn the role of the housewife |
B.ignore protests about advertisements |
C.present a misleading image of women |
D.picture the activities of men wrongly |
3.Emma Bennett suggests that advertisement ought to .
A.give further emphasis to practical advice |
B.change their style rather than their content |
C.use male images instead of female ones |
D.sing higher praise for women than before |
4.We can learn from the passage that advertising industry should .
A.take its job more eagerly |
B.do more pioneering work |
C.take notice of the public opinion |
D.concentrate on the products advertised |
1.B
2.C
3.B
4.C
【解析】廣告中的女性形象讓很多女士不滿,她們認(rèn)為這是對(duì)女性形象的歪曲。因此,在廣告制作過(guò)程中,建議廣告商不可一廂情愿,還應(yīng)邀請(qǐng)廣告機(jī)構(gòu)和消費(fèi)者的共同參與。
1.推理判斷題。根據(jù)第一段最后一句中的內(nèi)容How can advertisers and ad agencies still produce, sometimes, after months of research, advertising that offends the consumer? 可推知一些廣告仍然沒(méi)有對(duì)消費(fèi)者的感受表示出任何理解的跡象。offend冒犯;觸怒;傷害...的感情。
2.推理判斷題。根據(jù)第三段中的“But it is women who seem to suffer more from the industry’s inability to put people into an authentic presentday situation.”可推知作者認(rèn)為當(dāng)前的廣告最普遍的錯(cuò)誤就是沒(méi)有把女性放在真實(shí)的處境中。
3.推理判斷題。由第四段第一句She says that it is not advertising’s use of the housewife role that bothers women, but the way in which it is handled可推知讓女士煩擾的不是家庭主婦角色的使用,而是處理的方式,由此可推斷她建議廣告應(yīng)該改變方式,而不是內(nèi)容。
4.推理判斷題。結(jié)合文章最后一段可知優(yōu)秀的廣告應(yīng)該由廣告商、廣告機(jī)構(gòu)和消費(fèi)者共同完成,由此可推斷廣告業(yè)應(yīng)該注重民意。
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A.some facts about the Roman Pantheon |
B.the influence of ancient Roman architecture |
C.Roman’s lifestyle in ancient times |
D.a(chǎn)ncient Romans and their architecture |
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C.lakes? D.rivers
3.A.or? B.for
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10.A.result? B.sign
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12.A.affected? B.spread
C.crossed? D.formed
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17.A.last? B.count
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18.A.in terms of? B.due to
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20.A.Furthermore? B.Meanwhile
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第二節(jié):完型填空 (共20小題,每小題1.5分,滿分30 分)
閱讀下面短文,掌握其大意,然后從21--40各題所給的四個(gè)選項(xiàng)(A、B、C、D)中,選出能填入空格中的最佳答案,并在答題卡上將該項(xiàng)涂黑。
The cultures of the East and the West really distinguish(區(qū)別)each other a lot. This is because the culture systems are two separate systems____21___.
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22. A. mountains B. plains C. lakes D. rivers
23. A. since B. when C. while D. as
24. A. developed B. improved C. created D. protected
25. A. suddenly B. quietly C. gradually D. naturally
26. A. mixed B. flowed C. moved D. forced
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28. A. comes B. belongs C. amounts D. adds
29. A. birth B. way C. root D. origin
30. A. characteristics B. sign C. base D. content
31. As B. Unlike C. With D. Like
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33. A. fell B. went C. broke D. settled
34. A. separate B. grow C. move D. distinguish
35. A. difference B. use C. appearance D. change
36. A. properly B. partly C. simply D. mostly
37. A. include B. counts C. depends D. worked
38. A. in terms of B. due to C. as to D. in case of
39. A. help B. connect C. communicate D. meet
40. A. But B. Because C. So D. Yet
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