2000年6月北京成人学士学位英语考试真题及答案

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2000 年 6 月北京成人学士学位英语考试真题及答案

Part I Reading Comprehension

　　Passage 1

　　Questions 1 to 5 are based on the following passage:

　　Advertisement can be thought of “as the means of making known in order to

buy or sell goods or services”. Advertisement aims to increase people’s

awareness and arouse interest. It tries to inform and to persuade. The media

are all used to spread the message. The press offers a fairly cheap method, and

magazines are used to reach special sections of the market. The cinema and

commercial radio are useful for local market. Television, although more

expensive, can be very effective. Public notices are fairly cheap and more

permanent in their power of attraction. Other ways of increasing consumer

interest are through exhibitions and trade fairs as well as direct mail

advertisement.

　　There can be no doubt that the growth in advertisement is one of the most

striking features of the western world in this century. Many businesses such as

those handling frozen foods, liquor, tobacco and medicines have been built up

largely by advertisement.

　　We might ask whether the cost of advertisement is paid for by the producer

or by the customer. Since advertisement forms part of the cost of production,

which has to be covered by the selling price, it is clear that it is the

customer who pays for advertisement. However, if large scale advertisement

leads to increased demand, production costs are reduced, and the customer pays

less.

　　It is difficult to measure exactly the influence of advertisement on sales.

When the market is growing, advertisement helps to increase demand. When the

market is shrinking, advertisement may prevent a bigger fall in sales than

would occur without its support. What is clear is that businesses would not pay

large sums for advertisement if they were not convinced of its value to them.

　　1. Advertisement is often used to _____.

　　A. deceive customers　　B. increase production　C. arouse suspicion　D.

push the sale

　　答案：D 细节题。答案在第一段第一句话：“Advertisement can be thought of as

the means of making known in order to buy or sell goods or services”。因此“广

告常常被用来当作促销商品的手段。”D 最符合题意。

　　2. The word“media”(in the first paragraph)includes _____.

　　A. the press　　B. television　　C. radio　　D. all of the above

　　答案：D 细节题。media ：媒体。因为在其后的句子中作者紧接着列举了

press，magazines，the cinema and commercial radio，television，exhibitions 等词。

因此可以断定 media 应当包括 the press，television，and radio。所以 D 是正确答案。

　　3. Advertisement is mainly paid for by _____.

　　A. the customer　　B. the producer　　C. increased sales　　D. reduced

prices

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2000年6月北京成人学士学位英语考试真题及答案PartIReadingComprehension　　Passage1　　Questions1to5arebasedonthefollowingpass

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