国家开放大学：2014年秋季学期“开放专科”英语专业英语阅读（3）期末试题（1月）.pdf_大学文库

Part 1 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 Communication and Gender in Business 1 According to popular American linguist , Deborah Tannen , communication habits vary depending on individual personality , culture , and among other factors , gender. Since male ways of communicating are standard in business, women' s ways of talking are often ignored or misunderstood in the workplace. Tannen emphasizes that female and male styles are both valid. Here are some of Tannen' s main points. 2 Conversational styles in boys and- gir1 s show up ear1y. Even 5-year-old boys care about their rank in the group , while 5-year-old gir1s care more about being in or out of the group. Therefore , men' s conversational styles often use cobpetition , while women try to keep the appearance of equality. 3 Women tend to apologize more than men , as an attempt to restore the power balance in conversation. When men simply accept the apology rather than part of the responsibility , women feel unjustly blamed. 4 Western women favor indirect ways of speaking , which Ís interpreted by Western men as showing insecurity and lack of confidence. However, this gender difference is also a cultural difference: J apanese business culture demands indirectness, and the direct approach used by Western businessmen is often seen as rude by t he J apanese. 5 In business, women are often blamed if they "tall like a woman" (soft , indirect , cautious) , but are also blamed if they "talk like a man" (bOS8Y , aggressive). 6 We have strong negative images of women in authority: Wicked Witch and Mother, 80 women boss are judged not as bosses but as women. 7 Gender differences show most strongly not in individuals but in group settings. In a group of men and women , women tend to become silent bystanders, while men are active partlclpants. 678

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.I 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. Rather,it is about a new feeling of internationalism."Armani,for example,does not set out to look authentically Italian,anymore than Chanel wants to look specifically French," observes Bourgery."Instead,their footprint is a look which says I'm elegant, sophisticated,successful,'and that translates worldwide. 6 What it all adds up to is a world of consumer decision-making,a mix-and-match 681

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 hillion. 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 J apan , a country that has a love aHair with golf and , more recently , with American situation comedies. "J apanese 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. Rather, it is about a new feeling of internationalism. "Armani , for example , does not set out to look authentically ltalian , anymore than Chanel wants to look specifically French ," observes Bourgery. "Instead , their footprint is a look which says ‘ l' m elegant , sophisticated , successful , , and that translates worldwide. " 6 What it all adds up to is a world of consumer decision-making , a mix-and-match 681

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. 22.The products are more or less the same although they have different labels. 23.Manufacturers have to advertise their products in order to stay in business. 24.According to the passage,there are mainly four types of advertisements. 25.A scientific approach is used to prove the true value of the product. 684

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 COmpetItlve economy. 22. The products are more or less the same although they have different labels. 23. Manufacturers have to advertise their products in order to stay in business. 24. According to the passage , there are mainly four types of advertisements. 25. A scientific approach is used to prove the true value of the product. 684

4 Besides the people living in London , thousands of men and women form towns and vil1ages surrounding the capital work in London and travel to their offices daily by train or by car. Most of these people live ìn the suburbs, wìthin about ten to twenty miles of central London; but many live ìn the country , perhaps as much as thirty or forty miles away. These thousands of people stream into London like an attacking army between 8: 30 and 9: 30 in the morning; and then they pack into the crowded trains, or their cars, and stream home again tween about 4: 30 and 6: 30 in the evening. 5 London is very busy and over-crowded. There is a continuous noise of traffic in al1 the main streets. The traffic never seems to stop , even during the night , and people always seem to be in a hurry. They appear to do everything in a rush , with an eye on the clock , as if they had only a short time to live. The noise and rush is tiring , but you soon get used to It. 6 London , which stands on the River Thames, has a history of nearly two thousand years. The Romans made London their capital soon after they landed in Britain in the first century. They built a bridge across the River Thames and opened a smal1 port on the north bank of the river. Then they built a smal1 town. London , which today is one of the three largest cities in the world , has developed from this smal1 Roman town. 7 Although London is a very old town , most of the houses are relatively new. In some districts whole streets are being rebuilt. Some of the biggest modern developments are in the city of London , and it is surprising how wel1 the new building fit in with the old architecture. Questions 31-35 are based on Passage 4. 31. Why are young people more independent now than they used to be in London? 32. What' s the total population of Greater London? 33. How do most of the people , who live in towns and vil1ages near London and work in London , go to work? 34. At what time do most people go home from work? 35. How old is London? 686