国家开放大学：2013—2014学年第二学期“开放专科”英语专业英语阅读（3）期末试题（7月）.pdf_大学文库

Part I Read Passage 1 and decide the meaning of the following words with the help of the context.The paragraph in which the word appears is indicated in brackets.Write A,B,or C on your answer sheet.(30 points,3 points each) Passage 1 The Good Life 1 Imagine something unhealthy dangerous,and expensive,and you will notice it is often enjoyable,too.The French call this "the good life"and say that life should be enjoyed generously,not protected carefully.Eating,drinking,smoking,driving fast -for the French,these are life's pleasures.Take them away,and you're left with a poor,colorless existence.Safe and healthy,perhaps.But safe and healthy is not "the good life"in France. 2 Take fat,for example.While much of the world,and the United States in particular, has gone on an "anti-fat"campaign,this is absolutely not the case in France.These days in American supermarkets one can see rows and rows of "lite food"-cookies,snacks,cheese, milk which have been made especially with reduced fat.The Americans say this is healthy. The French say this is stupid!They load up their shopping carts with fois gras("fatty goose liver"),rich cheeses,butter-soaked cakes and pastries.And what are the results? Amazingly,the French suffer less from obesity than the Americans.Heart attacks are about twice as likely to strike Americans,though the French eat three times more cheese,and four times as much butter!Hedonism,that is,believing that pleasure is the purpose of life, seems to bring health,not illness. 3 As for drinking,these days young professional Americans are becoming more cautious about their alcohol intake,saying that it is safer;healthier to drink less wine and more orange juice.Yet the French continue to enjoy their famous wines,with gusto.In fact, recent research has shown that moderate daily wine intake is good for us.Big U.S.drug companies are working on a pill that will reproduce the healthful chemical properties of wine. But anyone who has enjoyed a good French wine knows that the real benefit of this drink comes not just from a chemical compound,but from the serene pleasure -the enjoyment-of drinking it. 686

Part I Read Passage 1 and 配ide tbe meaning of tbe following words witb tbe belp of tbe context. Tbe paragrapb in wbicb tbe word appears is indicated in brackets. Write A, B, or C on yo町answer sb四:t. (30 points, 3 points eacb) Passagel The Good Life 1 Imagine something unhealthy dangerous, and expensive , and you will notice it is often enjoyable , too. The French call this "the good life" and say that life should be enjoyed generously , not protected carefully. Eating , drinking , smoking , driving fast - for the French , these are life's pleasures. Take them away , and you're left with a poor, colorless existence. Safe and healthy , perhaps. But safe and healthy is not "the good life" in France. 2 Take fat , for example. While much of the world , and the United States in particular, has gone on an "anti-fat" campaign , this is absolutely not the case in France. These days in American supermarkets one can see rows and rows of "lite food" - cookies, snacks, cheese , milk which have been made especially with reduced fat. The Americans say this is healthy. The French say this is stupid! They load up their shopping carts with fois gras ("fatty goose liver rich cheeses, butter-soaked cakes and pastries. And what are the results? Amazingly , the French suffer less from obesity than the Americans. Heart attacks are about twice as likely to strike Americans, though the French eat three times more cheese , and four times as much butter! Hedonism , that is, believing that pleasure is the purpose of life , seems to bring health , not illness. 3 As for drinking , these days young professional Americans are becoming more cautious about their alcohol intake , saying that it is safer; healthier to drink less wine and more orange juice. Yet the French continue to enjoy their famous wines, with gusto. In fact , recent research has shown that moderate daily wine intake is good for us. Big U. S. drug companies are working on a pill that will reproduce the healthful chemical properties of wine. But anyone who has enjoyed a good French wine knows that the real benefit of this drink comes not just from a chemical compound , but from the serene pleasure - the enjoyment 一of drinking it. 686

local brand names.Her awareness of what makes a beautiful woman has been vastly expanded.In Tokyo,on the same day,Maki Ko is doing a presentation for her public relations company.Her trim size 8 figure is zipped into an Italian suit.In her English pocket-book Elizabeth Arden cosmetics share space with products from Shisiedo,the Tokyo-based beauty company.Last year Maki had Japan's most popular cosmetic surgery procedure,a rhinoplasty to make her button nose look more Western.The list goes on:The globalization of fashion is one of the phenomena of our time,a vast market for those companies who somehow have a look that translates worldwide. 2 There's nothing new,of course,about the process of fashionable imitation.In Roman Britain prosperous natives wore togas.This fashion remained popular for some time. "Likewise,after the Norman invasion of Britain in 1066,French styles became chic.This kind of fashion trend has been happening for centuries.But what is new is the sheer size and depth of penetration of this global fashion. 3 Consider Levi jeans,a company with a brand imprint carried by 2,800 retail companies in 45 countries.Worldwide sales for 1996 were US $7.1 billion.Or Estee Lauder,which since it went international in 1960,has penetrated 100 markets and racked up sales of $3.4 billion in 1997.Or take China,whose women were forbidden as recently as 10 years ago to powder their noses-in recent years,the fashion and cosmetics market has expanded by 20 to 30 percent annually.But is this all a plot by greedy designers, manufacturers and fashion editors to clone the world into one image?Alison Lurie,author of The Language of Clothes,thinks not.She says people and cultures themselves decide on what is fashion these days. 4 Of far more importance to fashion trends,according to Marc Bourgery,an advertising consultant,is the question of how a country entertains itself.He gives the example of Japan,a country that has a love affair with golf and,more recently,with American situation comedies."Japanese people now want to be defined as witty,successful and affluent,and so that style has become cool and sought after. 5 Bourgery,who travels the world in order to advise clients on which images sell best in which countries,thinks that global fashion is not about the West dictating to the East. 689

local brand names. Her awareness of what makes a beautiful woman has been vastly expanded. In Tokyo , on the same day , Maki Ko is doing a presentation for her public relations company. Her trim size 8 figure is zipped into an Italian suit. In her English pocket-book Elizabeth Arden cosmetics share space with products from Shisiedo , the Tokyo-based beauty company. Last year Maki had Japan' s most popular cosmetic surgery procedure , a rhinoplasty to make her button nose look more Western. The list goes on: The globalization of fashion is one of the phenomena of our time , a vast market for those companies who somehow have a look that translates worldwide. 2 There' s nothing new , of course , about the process of fashionable imitation. In Roman Britain prosperous natives wore togas. This fashion remained popular for some time. "Likewise , after the Norman invasion of Britain in 1066 , French styles became chic. This kind of fashion trend has been happening for centuries. But what is new is the sheer size and depth of penetration of this global fashion. 3 Consider Levi jeans, a company with a brand imprint carried by 2 , 800 retail companies in 45 cοuntries. Worldwide sales for 1996 were US $ 7. 1 billion. Or Estee Lauder , which since it went international in 1960 , has penetrated 100 markets and racked up sales of $ 3. 4 billion in 1997. Or take China , whose women were forbidden as recently as 10 years ago to powder their noses 一in recent years, the fashion and cosmetics market has expanded by 20 to 30 percent annually. But is this all a plot by greedy designers, manufacturers and fashion editors to clone the world into one image? Alison Lurie , author of The Language of Clothes, thinks not. She says people and cultures themselves decide on what is fashion these days. 4 Of far more importance to fashion trends, according to Marc Bourgery ,an advertising consultant , is the question of how a country entertains itself. He gives the example of Japan , a country that has a love affair with golf and , more recently , with American situation comedies. "Japanese people now want to be defined as witty , successful and affluent , and so that style has become cool and sought after. " 5 Bourgery , who travels the world in order to advise clients on which images sell best in which countries, thinks that global fashion is not about the West dictating to the East. 689

identical.One manufacturer's toothpaste tends to differ very little from another manufacturer's.Thus,manufacturers are confronted with a problem-how to keep sales high enough to stay in business.Manufacturers solve this problem by advertising.They try to appeal to consumers in various ways.In fact,advertisements may be classified into three types according to the kind of appeals they use. 2 One type of advertisement tries to appeal to the consumer's reasoning mind.It may offer a claim that seems scientific.For example,it may say the dentists recommend Flash toothpaste.In selling a product,the truth of the advertising may be less important than the appearance of truth. 3 Another type of advertisement tries to amuse the potential buyer.Products that are essential boring,such as insecticide,are often advertised in an amusing way.One way of doing this is to make the products appear alive.For example,the advertisers believe that consumers are likely to remember and buy products that the consumers associate with fun. 4 Associating the product with something pleasant is the technique of the third type of appeal.In this class are ads that suggest that the product will satisfy some basic human desire.One such desire is the wish to be admired by other people.Many automobile advertisements are in this category.They imply that other people will admire you-may even be jealous-when they see you driving the hot,new Aardvark car.Another powerful desire to which advertisers appeal is the desire for love.This ads for bandages are unlikely to emphasize the way the bandages are made or their low cost;instead the ads may show a mother tenderly binding up and then kissing her small boy's cut finger.In the picture there is an open package of Ouch Bandages.The advertiser hopes the consumer will mentally insert an equal sign to create the equation "Ouch Bandages=love. 5 One only needs to look through a magazine or watch an hour of TV in order to see examples of these three different advertising strategies. Questions 21-30 are based on Passage 3. 21.Consumer usually has the choice of several different products of the same brand in a competitive economy. 692

identical. One manufacturer' s toothpaste tends to differ very little from another manufacturer's. Thus, manufacturers are confronted with a problem - how to keep sales high enough to stay in business. Manufacturers solve this problem by advertising. They try to appeal to consumers in various ways. In fact , advertisements may be classified into three types according to the kind of appeals they use. 2 One type of advertisement tries to appeal to the consumer's reasoning mind. It may offer a claim that seems scientific. For example , it may say the dentists recommend Flash toothpaste. In selling a product , the truth of the advertising may be less important than the appearance of truth. 3 Another type of advertisement tries to amuse the potential buyer. Products that are essential boring , such as insecticide , are often advertised in an amusing way. One way of doing this is to make the products appear alive. For example , the advertisers believe that consumers are likely to remember and buy products that the consumers associate with fun. 4 Associating the product with something pleasant is the technique of the third type of appeal. In this class are ads that suggest that the product will satisfy some basic human desire. One such desire is the wish to be admired by other people. Many automobile advertisements are in this category. They imply that other people will admire you - may even be jealous - when they see you driving the hot , new Aardvark car. Another powerful desire to which advertisers appeal is the desire for love. This ads for bandages are unlikely to emphasize the way the bandages are made or their low cost; instead the ads may show a mother tenderly binding up and then kissing her small boy's cut finger. In the picture there is an open package of Ouch Bandages. The advertiser hopes the consumer will mentally insert an equal sign to create the equation "Ouch Bandages = love." 5 One only needs to look through a magazine or watch an hour of TV in order to see examples of these three different advertising strategies. Questions 21-30 are based on Passage 3. 21. Consumer usually has the choice of several different products of the same brand in a competitive economy. 692