2019-2020学年高中英语 阅读强化训练（五） 牛津译林版选修8

1 阅读强化训练阅读强化训练 五五 建议用时 15 分钟 阅读理解 as consumers lose interest in traditional advertising guerrilla marketing 游击营销 which relies on eye catching methods is becoming fashionable but much of it misses the mark even by new york standards things have been strange on the streets lately some 8 000 wallets were dropped onto manhattan s pavements last winter but not by careless shoppers instead of cash inside curious new yorkers found a card and the address of a charity website at which they could donate money more recently an internet search engine sent 35 actors dressed as british butlers 管家 to the u s open tennis tournament to guide visitors to their seats and answer tennis questions some well known firms are acting strangely too this summer a chain restaurant helped to support russia s space agency by putting a ten meter high 1 25 million ad on a rocket sent into space in america marketers have even approached a soft drinks company with the idea of projecting its logo 标识 onto the moon marketing tricks are hardly new but they are becoming more frequent more extreme and more widespread earning a name all of their own guerrilla marketing one advantage of guerrilla marketing claim its fans is that it is cheaper than typical tv or print advertising this has particular appeal to internet firms as they run out of cash having poured too much money into traditional advertising a health advice site cut its monthly marketing budget by 95 to 50 000 by reducing paid tv advertising instead it relies on excitement created by marketing tricks such as giving away free products of course guerrilla marketing s appeal is often shallow a quick internet search throws out 12 000 references to the term but most of the websites are surprisingly ordinary many tricks are neither memorable nor clever enough to raise brand awareness and boost sales while there is no doubt that extreme marketing can create noise raising wrong expectations lays advertisers open to criticism especially if the products they push end up being nothing special good marketing simply helps word of mouth to spread if advertisers are smart guerrilla marketing could develop into something that is as focused as it is fun if not it will do 2 little but add to the noise 解题导语 本文是一篇说明文 随着消费者越来越疏离大众广告 游击营销正变 得越来越流行 但如何才能让游击营销成为既有趣又有效的营销方式是值得很多人思考的 问题 1 how does the author explain the idea of guerrilla marketing a by giving examples b by describing a process c by making comparisons d by presenting research findings a a 解析 写作手法题 由第一 二段中提到的 a charity website an internet search engine a chain restaurant 和 a soft drinks company 可知 作者主要通过举 例说明这几个公司或网站是如何进行营销的来阐明游击营销这一概念 2 compared with traditional advertising guerrilla marketing a is more interesting and useful b can help save on advertising costs c can attract more internet customers d is mostly adopted by small companies b b 解析 细节理解题 由第三段中的 one advantage of guerrilla marketing claim its fans is that it is cheaper than typical tv or print advertising 可知 游击营销比传统的营销方式省钱 3 what does the underlined word boost in paragraph 4 mean a stop b achieve c close d increase d d 解析 词义猜测题 由画线词前的 raise brand awareness 以及该段中的 guerrilla marketing s appeal is often shallow 可知 很多游击营销技巧既没有让消 费者记住产品 也没有高明到足以提高品牌的知名度和销量 由此可知 boost 意为 提 高 增加 4 what s the author s opinion on guerrilla marketing a it has nothing special to offer b it will enjoy increasing popularity c it can be effective if wisely dealt with d it often brings people wrong expectations c c 解析 推理判断题 由最后一段中的 if advertisers are smart guerrilla marketing could develop into something that is as focused as it is fun 可知 如 3 果打广告者很聪明 那么游击营销有可能发展成为既有趣又能专注产品特点的成功营销模 式 七选五 this past week i took a huge step in my adult life i flew on a plane and got to a new city that i had never been to all by myself 1 so it took a lot for me to be able to overcome my fear of flying on a plane alone in the months leading up to the trip i was very nervous i rarely travel long distances and often avoid airplanes however i knew that i desperately wanted to go on this trip 2 my fears almost kept me from getting on the plane but i knew i had to prove to myself that i was able to figure out things for myself and take my first huge step in becoming an adult on my drive to the airport i did my best to keep calm and instill 逐步培养 enough confidence in myself to allow me to do this all by myself 3 i went through security and made it to my gate without getting lost then i got on my flight i took my seat on the plane and tightly held my armrests 扶手 until we made it into the air the whole flight i just sat back and took some deep breaths until we finally landed now all i had to do was find my luggage 行李 and catch my ride 4 all in all this trip has helped me to realize that i should be more confident about my abilities i now know that i m able to do whatever i set my mind to 5 a now i had to sit and wait to get on my flight b i was wondering if everything would be fine c i just need to have a little confidence in myself d so i decided that i would just have to get through it e at this point i realized that i made it all on my own f i am someone who is always nervous and living in fear g i walked into the airport alone leaving my family outside at the checking desk 解题导语 本文是一篇记叙文 文章主要讲述了作者是如何克服独自乘飞机旅行 的恐惧的经历 1 f f 解析 由上文中的 took a huge step 以及该空后的 so it took a lot for me to be able to overcome my fear of flying on a plane alone 可知 f 项的描述 我 是一个总是感到紧张 生活在恐惧中的人 符合此处语境 4 2 d d 解析 由该空前的 i desperately wanted to go on this trip 和该空后的 but i knew i had to prove to myself take my first huge step in becoming an adult 可知 作者知道自己迫切想要进行这次旅行 所以他决定一定要挺过去 3 g