西南大学1812课程考试[0848]高级英语一A卷大作业

网院作业

西南大学网络与继续教育学院课程考试试题卷类别：网教   专业：英语/英语教育/应用英语     2018年12月
     课程名称【编号】：高级英语一【0848】                A卷
     大作业                                        满分：100分


Exercise 1                E-C Translation (1x30=30)
Choose any one of the following passages and then translate it into Chinese.
Passage 1 (From Unit 3)
The whole subject of happiness has, in my opinion, been treated too solemnly. It had been thought that man cannot be without a theory of life or a religion. Perhaps those who have been rendered unhappy by a bad theory may need better theory to help them to recovery, just as you may need a tonic when you have been ill. But when things are normal a man should be healthy without a tonic and happy without a theory. It is the simple things that really matter. If a man delights in his wife and children, has success in work, and finds pleasure in the alternation of day and night, spring and autumn, he will be happy whatever his philosophy may be. If, on the other hand, he finds his wife hateful, his children’s noise unendurable, and the office a nightmare, if in the daytime he longs for night, and at night sighs for the light of day, then what he needs is not a new philosophy but a new regimen — a different diet, or more exercise, or what not.
Passage 2 (From Unit 8)
New content will lead to different uses of time and space. For generations past, school walls have been almost as rigidly confining as those of a jailhouse — albeit for less of the day. The concept of future-focused education envisioned here will abolish inflexible schedules and their inevitable concomitant, the school bell. It will also demolish the “jailhouse” walls that restricted learning to what could be simulated, or taught by telling or preserved in books. Instead of reflecting the phony theories that children’s attention spans can’t be sustained for more than twenty or thirty minutes, and that they sponge up knowledge best sitting quietly in rows, future-focused education will use larger time blocks (perhaps a week or more in April spent reading a neighborhood play area for summer use) and be much more active and social.
Passage 3 (From Unit 14)
True hibernation involves curious physical adaptations. Certain functions cease or nearly cease, e.g. eating, drinking and excretion. Warm-blooded animals become almost cold-blooded; body-temperature drops as low as 57 degrees F. Heart-beat, pulse-rate and respiration slow down. You can hardly tell whether a hibernating hedgehog is breathing; and its nose and paws feel as cold as ice. Yet when it wakes up in the spring it will raise its temperature rapidly to the normal. This involves a rise of 50 degrees or so, which must require some complicated juggling with the little beast’s metabolism; for if your own temperature rises only 3 degrees, you feel extremely ill and call a doctor.Exercise 2                Skimming and Scanning (10x3=30)
In this part, you are required to go over the passage quickly.
For questions 1-7, choose the best answer from the four choices marked A. B. C and D.
For questions 8-10, complete the sentences with the information given in the passage.
1.        Television is attractive advertising medium in that ________.
        A. it has large audiences                B. it appeals to housewives
        C. it helps build up a company’s reputation                D. it is affordable to most advertisers
2.        With the increase in the number of TV channels, ________.
        A. the cost of TV advertising has decreased                B. the number of TV viewers has increased
        C. the number of TV ads people has increased         D. advertisers’ interest in other media has decreased
3.        Compared with television, newspaper as an advertising medium ________.
        A. earn a larger annual ad revenue                B. convey more detailed messages
        C. use more production techniques                D. get messages out more effectively
4.        Advertising on radio continues to grow because ________.
        A. more local radio stations have been set up                B. modern technology makes it more entertaining
        C. it provides easy access to consumers                D. it has been revolutionized by Internet radio
5.        Magazines are seen by advertisers as an efficient way to ________.
        A. reach target audiences                B. appeal to educated people
        C. attract diverse audiences                D. convey all kinds of messages
6.        Out-of-home advertising has become more effective because ________.
        A. billboard can be replaced within two hours  
        B. consumers travel more now than ever before
        C. such ads have been made much more attractive
        D. the pace of urban life is much faster nowadays
7.        The challenge to Internet advertisers is to create ads that are ________.
        A. quick to update                                                        B. pleasant to look at
C. easy to remember                                                D. convenient to access
8.        Internet advertisers will have to adjust their methods to reach audiences that tend to be ___________.
9.        Direct mail is an effective form of advertising for businesses to develop __________.
10.        This passage discusses how advertisers select __________ for advertisements.
Media Selection for Advertisements
        After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement. We discuss here the major types of media used in advertising. We focus our attention on seven types of advertising: television, newspapers, radio, magazines, out-of-home advertising, Internet, and direct mail.   
Television
        Television is an attractive medium for advertising because it delivers mass audiences to advertisers. When you consider that nearly three out of four Americans have seen the game show Who Wants to Be a Millionaire? You can understand the power of television to communicate with a large audience. When advertisers create a brand, for example, they want to impress consumers with the brand and its image. Television provides an ideal vehicle for this type of communication. But television is an expensive medium, and not all advertisers can afford to use it.   
        Television’s influence on advertising is fourfold. First, narrowcasting means that television channels are seen by an increasingly narrow segment of the audience. The Golf Channel, for instance, is watched by people who play golf. Home and Garden Television is seen by those interested in household improvement projects. Thus, audiences are smaller and more homogeneous than they have been in the past. Second, there is an increase in the number of television channels available to viewers, and thus, advertisers. This has also resulted in an increase in the sheer number of advertisements to which audiences are exposed. Third, digital recording devices allow audience members more control over which commercials they watch. Fourth, control over programming is being passed from the networks to local cable operators and satellite programmers.   
Newspaper
        After television, the medium attracting the next largest annual ad revenue is newspapers. The New York Times, which reaches a national audience, accounts for $1 billion in ad revenue annually, it has increased its national circulation by 40% and is now available for home delivery in 168 cities. Locally, newspapers are the largest advertising medium.
        Newspapers are a less expensive advertising medium than television and provide a way for advertisers to communicate a longer, more detailed message to their audience than they can through 48 hours, meaning newspapers are also a quick way of getting the message out. Newspapers are often the most important form of news for a local community, and they develop a high degree of loyalty from local reader.   
Radio
        Advertising on radio continues to grow. Radio is often used in conjunction with outdoor bill-boards and the Internet to reach even more customers than television. Advertisers are likely to use radio because it is a less expensive medium than television, which means advertisers can afford to repeal their ads often. Internet companies are also turning to radio advertising. Radio provides a way for advertisers to communicate with audience members at all times of the day. Consumers listen to radio on their way to school or work, at work, on the way home, and in the evening hours.
        Two major changes—satellite and Internet radio—will force radio advertisers to adapt their methods. Both of these radio forms allow listeners to tune in stations that are more distant than the local stations they could receive in the past. As a result, radio will increasingly attract target audiences who live many miles apart.   
Magazines
        Newsweeklies, women’s titles, and business magazines have all seen increases in advertising because they attract the high-end market, magazines are popular with advertisers because of the narrow market that they deliver. A broadcast medium such as network television attracts all types of audience members, but magazine audiences are more homogeneous, if you read sports illustrated, for example, you have much in common with the magazine’s other readers. Advertisers see magazines as an efficient way of reaching target audience members.
        Advertiser using the print media—magazines and newspapers—will need to adapt to two main changes. First, the internet will bring larger audiences to local newspapers, these audiences will be more diverse and geographically dispersed than in the past. Second, advertisers will have to understand how to use an increasing number of magazines for their target audiences. Although some magazines will maintain national audiences, a large number of magazines will entertain narrower audiences.   
Out-of-home advertising
        Out-of-home advertising, also called place-based advertising, has become an increasingly effective way of reaching consumers, who are more active than ever before. Many consumers today do not sit at home and watch television. Using billboards, newsstands, and bus shelters for advertising is an effective way of reaching these on-the-go consumers. More consumers travel longer distances to and from work, which also makes out-of-home advertising effective, technology has changed the nature of the billboard business, making it a more effective medium than in the past.
        Using digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. This allows advertisers more variety in the types of messages they create because they can change their messages more quickly.   
Internet
        As consumers become more comfortable with online shopping, advertisers will seek to reach this market as consumers get more of their news and information from the Internet, the ability of television and radio to get the word out to consumers will decrease. The challenge to Internet advertisers is to create ads that audience members remember.
        Internet advertising will play a more prominent role in organizations’ advertising in the near future. Internet audiences tend to be quite homogeneous, but small. Advertisers will have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the online medium as well.   
Direct mail
        A final advertising medium is direct mail, which uses mailings to consumers to communicate a client’s message. Direct mail includes newsletters, postcards and special promotions. Direct mail is an effective way to build relationships with consumers. For many businesses, direct mail is the most effective form of advertising.
Exercise 3                Writing (1x40=40)
Write a composition of about 200 words on any one of the following topics:
My Views on Advertisement
A?Good?Beginning?Is?Half?Done
The Importance of College EducationYou are to write in three paragraphs.
        In the first paragraph, state clearly what your view is.
        In the second paragraph, support your view with details.
        In the last paragraph, bring what you have written to a natural conclusion with a summary or suggestion.
        Marks will be awarded for content, organization, grammar and appropriateness. Failure to follow the instructions may result in a loss of marks.
网院作业答案
西南大学网院作业