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剑桥雅思6写作test1小作文题目:The graph and table below give information about water use worldwide and water consumption in two different countries.范文:The information given by the three-line graph and the table is about the worldwide use of water and how water consumed in two different nations in 2000.According to the line graph, all of the three sectors saw an upward trend during the 10 decades. Exactly, agricultural use was consistently more than others, rising from about 500 m3 in 1900 to 3000 m3 in 2000. Before 1950, industrial water use was similar to domestic one, keeping stable at just under 50 m3. However, during the next five decades, industrial use increased, more sharply than domestic use, to about 1000 m3 in 2000.As can be clearly seen from the table, Brazil, with 176 million people, had 26,500 ㎡irrigated land, which was 265 times as much as Democratic Republic of Congo. Water consumption per person hit 359 m3. In contrast, that in Congo was only 8 m3, although there were only 5.2 million people in this nation.In conclusion, in the 20th century, agriculture was the most important sector of global water use. In addition, Brazil’s water consumption was extremely more than Congo’s.大作文题目:T oday, the high sales of popular consumer goods reflect the power of advertising and not the real needs of the society in which they are sold. To what extent do you agree or disagree?参考范文1——同意题目的说法I tend to agree that high sales of consumer goods reflect thepower of advertising rather than the real needs of society and will outline my reasons below. Advertising clearly often encourages people to buy more than they need and more often than they need to. In wealthier countries, many families have two or more televisions or even computers. People in wealthier countries also have many clothes, some of which they hardly ever wear. At the same time, even these wealthier countries have social problems such as poverty and crime. Many communities, again even in the wealthiest countries, suffer from a lack of investment in education and health care. It seems that people have somehow been persuaded to purchase a wide variety of consumer goods whilst neglecting to spend their money on areas where it could make a substantial qualitative difference to people’s lives. Advertising tends to tell people that they need a certain product because of benefits such as making the purchaser look fashionable, apparently performing a task slightly faster or better, or even simply because it is good to have the things that everyone else has. These reasonsmight have limited benefits for the individual, such as enhanced status, but rarely, if ever, benefit society as a whole. This is obviously because the aim of most producers is to make ever greater sales, not to function as an organisation working for the public well-being. To conclude, advertising generally aims to encourage the purchase of goods regardless of their value to societies in general. This has resulted in a situation where many people spend their money on things that they don’t really need, whilst not spending enough on things that they do need. (284 words)参考范文2——不同意题目的说法Many people nowadays suggest that high sales of consumergoods, particularly in more developed societies, is the result of the power of advertising rather than any real need for these products. Generally speaking, I disagree with this notion and will outline my reasons in this essay.At first sight, it might appear that people do not need the latest models of mobile phones or plasma screen TVs. In societies where buying these goods has become commonplace, almost all people already have their basic needs, such as food, clothing, health care and shelter taken care of. At the same time, they have greater disposable incomes. This means that the needs of such societies have changed from the provision of basic needs to the provision of luxury goods.There is certainly more advertising in societies where more is consumed. These societies, as mentioned above, have more people with greater disposable incomes, so producers are bound to concentrate their marketing efforts on such societies rather than those where people have smaller amounts of money to spend on consumer goods. The real needs of societies where people have lower incomes (for example, in many African countries) are clearly still basic things like food, drinking water, clothing and health care. In those societies, advertisers concentrate on those products rather than on selling the latest consumer electronics.To conclude, I believe that high sales of consumer goods (and the great number of advertisements) reflect high disposable incomes rather than the power of advertising. However, this is not to deny that advertising influences which consumer products people decide to buy. (264 words)。
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READING PASSAGE 1You should spend about 20 minutes on Questions 1-13, which are based on Reading Passage 1 below.Johnson’s DictionaryFor the centur y before Johnson’s Dictionary was published in 1775, there had been concern about the state of the English language. There was no standard way of speaking or writing and no agreement as to the best way of bringing some order to the chaos of English spelling. Dr Johnson provided the solution.There had, of course, been dictionaries in the past, the first of these being a little book of some 120 pages, compiled by a certain Robert Cawdray, published in 1604 under the title A Table Alphabeticall ‘of hard usuall English wordes’. Like the various dictionaries that came after it during the seventeenth century, Cawdray’s tended to concentrate on ‘scholarly’ words; one function of the dictionary was to enable its student to convey an impression of fine learning.Beyond the practical need to make order out of chaos, the rise of dictionaries is associated with the rise of the English middle class, who were anxious to define and circumscribe thevarious worlds to conquer —lexical as well as social and commercial. it is highly appropriate that Dr Samuel Johnson, the very model of an eighteenth-century literary man, as famous in his own time as in ours, should have published his Dictionary at the very beginning of the heyday of the middle class.Johnson was a poet and critic who raised common sense to the heights of genius. His approach to the problems that had worried writers throughout the late seventeenth and early eighteenth centuries was intensely practical. Up until his time, the task of producing a dictionary on such a large scale had seemed impossible without the establishment of an academy to make decisions about right and wrong usage. Johnson decided he did not need an academy to settle arguments about language; he would write a dictionary himself and he would do it single-handed. Johnson signed the contract for the Dictionary with the bookseller Robert Dosley at a breakfast held at the Golden Anchor Inn near Holbom Bar on 18 June 1764.He was to be paid £1.575 in instalments, and from this he took money to rent Gou gh Square, in which he set up his ‘dictionary workshop’.James Boswell, his biographer, described the garret where Johnson worked as ‘fitted up like a counting house’ with a long desk running down the middle at which the copying clerks would work standing up. Johnson himself was stationed on a rickety chair at an ‘old crazy deal table’ surrounded by a chaos of borrowed books. He was also helped by six assistants, two of whom died whilst the Dictionary was still in preparation.The work was immense; filling about eighty large notebooks (and without a library to hand), Johnson wrote the definitions of over 40,000 words, and illustrated their many meanings with some 114,000 quotations drawn from English writing on everysubject, from the Elizabethans to his own time. He did not expect to achieve complete originality. Working to a deadline, he had to draw on the best of all previous dictionaries, and to make his work one of heroic synthesis. In fact, it was very much more. Unlike his predecessors, Johnson treated English very practically, as a living language, with many different shades of meaning. He adopted his definitions on the principle of English common law —according to precedent. After its publication, his Dictionary was not seriously rivalled for over a century.After many vicissitudes the Dictionary was finally published on 15 April 1775. It was instantly recognised as a landmark throughout Europe. ‘This very noble work,’ wrote the leading Italian lexicographer, ‘will be a perpetual monument of Fame to the Author, an Honour to his own Country in particular, and a general Benefit to the republic of Letters throughout Europe" The fact that Johnson had taken on the Academies of Europe and matched them (everyone knew that forty French academics had taken forty years to produce the first French national dictionary) was cause for much English celebration.Johnson had worked for nine years, ‘with little assistance of the learned, and without any patronage of the great; not in the soft obscurities of retirement, or under the shelter of academic bowers, but amidst inconvenience and distraction, in sickness and in sorrow’. For all its faults and eccentricities his two-volume work is a masterpiece and a landmark, in his own words, ‘setting the orthography, displaying the analogy, regulating the structures, and ascertaining the significations of English words’. It is the cornerstone of Standard English an achievement which, in James Boswell’s words ‘conferred stability on the language of his country.’The Dictionary, together with his other writing, made Johnson famous and so well esteemed that his friends were able to prevail upon King George Ⅲ to offer him a pension. From then on, he was to become the Johnson of folklore.Questions 1-3Choose THREE letters A-H.Write your answers in boxes 1-3 on your answer sheet.NB Your answers may be given in any order.Which THREE of the following statements are true of Johnson’s Dictionary?A It avoided all scholarly words.B It was the only English dictionary in general use for 200 years.C It was famous because of the large number of people involved.D It focused mainly on language from contemporary texts.E There was a time limit for its completion.F It ignored work done by previous dictionary writers.G It took into account subtleties of meaning.H Its definitions were famous for their originality.Questions 4-7Complete the summary.Choose NO MORE THAN TWO WORDS from the passage for each answer.Write your answers in boxes 4-7 on your answer sheet.In 1764 Dr Johnson accepted the contract to produce a dictionary. Having rented a garret, he took on a number of 4…………, who stood at a long central desk. Johnson did not have a 5………… available to him, but eventually produced definitions of in excess of 40,000 words written down in 80 large notebooks.On publications, the Dictionary was immediately hailed in many European countries as a landmark. According to his biographer, James Boswell, Johnson’s principal achievement was to bring 6……… to the English language. As a reward for his ha rd work, he was granted a 7………by the king.Questions 8-13Do the following statements agree with the information given in Reading Passage 1?In boxes 8-13 on your answer sheet, writeTRUE if the statement agrees with the informationFALSE if the statement contradicts the informationNOT GIVEN if there is no information on this8 The growing importance of the middle classes led to an increased demand for dictionaries.9 Johnson has become more well known since his death.10 Johnson had been planning to write a dictionary for several years.11 Johnson set up an academy to help with the writing of his Dictionary.12 Johnson only received payment for his Dictionary on its completion.13 Not all of the assistants survived to see the publication of the Dictionary.READING PASSAGE 2You should spend about 20 minutes on Questions 14-26, which are based on Reading Passage 2 below.Nature or Nurture?A A few years ago, in one of the most fascinating and disturbing experiments in behavioural psychology, Stanley Milgram of Yale University tested 40 subjects from all walks of lifefor their willingness to obey instructions given by a ‘leader’ in a situation in which the subjects might feel a personal distaste for the actions they were called upon to perform. Specifically M ilgram told each volunteer ‘teacher-subject’ that the experiment was in the noble cause of education, and was designed to test whether or not punishing pupils for their mistakes would have a positive effect on the pupils’ ability to learn.B Milgram’s expe rimental set-up involved placing the teacher-subject before a panel of thirty switches with labels ranging from ‘15 volts of electricity (slight shock)’ to ‘450 volts (danger —severe shock)’ in steps of 15 volts each. The teacher-subject was told that whenever the pupil gave the wrong answer to a question, a shock was to be administered, beginning at the lowest level and increasing in severity with each successive wrong answer. The supposed ‘pupil’ was in reality an actor hired by Milgram to simulate receiving the shocks by emitting a spectrum of groans, screams and writings together with an assortment of statements and expletives denouncing both the experiment and the experimenter. Milgram told the teacher-subject to ignore the reactions of the pupil, and to administer whatever level of shock was called for, as per the rule governing the experimental situation of the moment.C As the experiment unfolded, the pupil would deliberately give the wrong answers to questions posed by the teacher, thereby bringing on various electrical punishments, even up to the danger level of 300 volts and beyond. Many of the teacher-subjects balked at administering the higher levels of punishment, and turned to Milgram with questioning looks and/or complaints about continuing the experiment. In these situations, Milgramcalmly explained that the teacher-subject was to ignore the pupil’s cries for mercy and carry on with the experiment. If the subject was still reluctant to proceed, Milgram said that it was important for the sake of the experiment that the procedure be followed through to the end. His final argument was ‘you have no other choice. You must go on’. What Milgram was trying to discover was the number of teacher-subjects who would be willing to administer the highest levels of shock, even in the face of strong personal and moral revulsion against the rules and conditions of the experiment.D Prior to carrying out the experiment, Milgram explained his idea to a group of 39 psychiatrists and asked them to predict the average percentage of people in an ordinary population who would be willing to administer the highest shock level of 450 volts. The overwhelming consensus was that virtually all the teacher-subjects would refuse to obey the experimenter. The psychiatrists felt that ‘most subjects would not go beyond 150 volts’ and they further anticipated that only four per cent would go up to 300 volts. Furthermore, they thought that only a lunatic fringe of about one in 1,000 would give the highest shock of 450 volts.E What were the actual results? Well, over 60 per cent of the teacher-subjects continued to obey Milgram up to the 450-volt limit in repetitions of the experiment in other countries, the percentage of obedient teacher-subjects was even higher, reaching 85 per cent in one country. How can we possibly account for this vast discrepancy between what calm, rational, knowledgeable people predict in the comfort of their study and what pressured, flustered, but cooperative ‘teachers’ actually do in the laboratory of real life?F One’s first inclination might be to argue that there must be some sort of built-in animal aggression instinct that was activated by the experiment, and that Milgram’s teache-subjects were just following a genetic need to discharge this pent-up primal urge onto the pupil by administering the electrical shock. A modern hard-core sociobiologist might even go so far as to claim that this aggressive instinct evolved as an advantageous trait, having been of survival value to our ancestors in their struggle against the hardships of life on the plains and in the caves, ultimately finding its way into our genetic make-up as a remnant of our ancient animal ways.G An alternative to this notion of genetic programming is to see the teacher-subjects’ actions as a result of the social environment under which the experiment was carried out. As Milgram himself pointed out, ‘Most subjects in the experiment see their behaviour in a larger context that is benevolent and useful to society —the pursuit of scientific truth. The psychological laboratory has a strong claim to legitimacy and evokes trust and confidence in those who perform there. An action such as shocking a victim, which in isolation appears evil, acquires a completely different meaning when placed in this se tting.’H Thus, in this explanation the subject merges his unique personality and personal and moral code with that of larger institutional structures, surrendering individual properties like loyalty, self-sacrifice and discipline to the service of malevolent systems of authority.I Here we have two radically different explanations for why so many teacher-subjects were willing to forgo their sense of personal responsibility for the sake of an institutional authorityfigure. The problem for biologists, psychologists and anthropologists is to sort out which of these two polar explanations is more plausible. This, in essence, is the problem of modern sociobiology — to discover the degree to which hard-wired genetic programming dictates, or at least strongly biases, the interaction of animals and humans with their environment, that is, their behaviour. Put another way, sociobiology is concerned with elucidating the biological basis of all behaviour.Questions 14-19Reading Passage 2 has nine paragraphs, A-I.Which paragraph contains the following information?Write the correct letter A-I in boxes 14-19 on your answer sheet.14 a biological explanation of the teacher-subjects’ behaviour15 the explanation Milgram gave the teacher-subjects for the experiment16 the identity of the pupils17 the expected statistical outcome18 the general aim of sociobiological study19 the way Milgram persuaded the teacher-subjects to continueQuestions 20-22Choose the correct letter, A, B, C or D.Write your answers in boxes 20-22 on your answer sheet.20 The teacher-subjects were told that were testing whetherA a 450-volt shock was dangerous.B punishment helps learning.C the pupils were honest.D they were suited to teaching.21 The teacher-subjects were instructed toA stop when a pupil asked them to.B denounce pupils who made mistakes.C reduce the shock level after a correct answer.D give punishment according to a rule.22 Before the experiment took place the psychiatristsA believed that a shock of 150 volts was too dangerous.B failed to agree on how the teacher-subjects would respond to instructions.C underestimated the teacher-subjects’ willingness to comply with experimental procedure.D thought that many of the teacher-subjects would administer a shock of 450 volts.Questions 23-26Do the following statements agree with the information given in Reading Passage 2?In boxes 23-26 on your answer sheet, writeTRUE if the statement agrees with the informationFALSE if the statement contradicts the informationNOT GIVEN if there is no information on this23 Several of the subjects were psychology students at Yale University.24 Some people may believe that the teacher-subjects’ behaviour could be explained as a positive survival mechanism.25 In a sociological explanation, personal values are more powerful than authority.26 Milgram’s experiment solves an important question in sociobiology.READING PASSAGE 3You should spend about 20 minutes on Questions 27-40,which are based on Reading Passage 3 below.The Truth about the EnvironmentFor many environmentalists, the world seems to be getting worse. They have developed a hit-list of our main fears: that natural resources are running out; that the population is ever growing, leaving less and less to eat; that species are becoming extinct in vast numbers, and that the planet’s air and water are becoming ever more polluted.But a quick look at the facts shows a different picture. First, energy and other natural resources have become more abundant, not less so, since the book ‘The Limits to Growth’ was published in 1972 by a group of scientists. Second, more food is now produced per head of the world’s population than at any time in history. Fewer people are starving. Third, although species are indeed becoming extinct, only about 0.7% of them are expected to disappear in the next 50 years, not 25-50%, as has so often been predicted. And finally, most forms of environmental pollution either appear to have been exaggerated, or are transient —associated with the early phases of industrialisation and therefore best cured not by restricting economic growth, but by accelerating it. One form of pollution — the release of greenhouse gases that causes global warming — does appear to be a phenomenon that is going to extend well into our future, but its total impact is unlikely to pose a devastating problem. A bigger problem may well turn out to be an inappropriate response to it.Yet opinion polls suggest that many people nurture the belief that environmental standards are declining and four factors seem to cause this disjunction between perception and reality.One is the lopsidedness built into scientific research. Scientific funding goes mainly to areas with many problems. That may be wise policy, but it will also create an impression that many more potential problems exist than is the case.Secondly, environmental groups need to be noticed by the mass media. They also need to keep the money rolling in. Understandably, perhaps, they sometimes overstate their arguments. In 1997, for example, the World Wide Fund for Nature issued a press release entitled: ‘Two thirds of the world’s forests lost forever.’ The truth turns out to be nearer 20%.Though these groups are run overwhelmingly by selfless folk, they nevertheless share many of the characteristics of other lobby groups. That would matter less if people applied the same degree of scepticism to environmental lobbying as they do to lobby groups in other fields. A trade organisation arguing for, say, weaker pollution controls is instantly seen as self-interested. Yet a green organisation opposing such a weakening is seen as altruistic, even if an impartial view of the controls in question might suggest they are doing more harm than good.A third source of confusion is the attitude of the media. People are clearly more curious about bad news than good. Newspapers and broadcasters are there to provide what the public wants. That, however, can lead to significant distortions of perception. An example was America’s encounter with El Nino in 1997 and 1998. This climatic phenomenon was accused of wrecking tourism, causing allergies, melting the ski-slopes and causing 22 deaths. However, according to an article in the Bulletin of the American Meteorological Society, the damage it did was estimated at US$4 billion but the benefits amounted to some US$19 billion. These came from higher winter temperatures(which saved an estimated 850 lives, reduced heating costs and diminished spring floods caused by meltwaters).The fourth factor is poor individual perception. People worry that the endless rise in the amount of stuff everyone throws away will cause the world to run out of places to dispose of waste. Yet, even if America’s trash output continues to rise as it has done in the past, and even if the American population doubles by 2100, all the rubbish America produces through the entire 21st century will still take up only one-12,000th of the area of the entire United States.So what of global warming? As we know, carbon dioxide emissions are causing the planet to warm. The best estimates are that the temperatures will rise by 2-3℃ in this century, causing considerable problems, at a total cost of US$5,000 billion.Despite the intuition that something drastic needs to be done about such a costly problem, economic analyses clearly show it will be far more expensive to cut carbon dioxide emissions radically than to pay the costs of adaptation to the increased temperatures. A model by one of the main authors of the United Nations Climate Change Panel shows how an expected temperature increase of 2.1 degrees in 2100 would only be diminished to an increase of 1.9 degrees. Or to put it another way, the temperature increase that the planet would have experienced in 2094 would be postponed to 2100.So this does not prevent global warming, but merely buys the world six years. Yet the cost of reducing carbon dioxide emissions, for the United States alone, will be higher than the cost of solving the world’s single, most pressing health problem: providing universal access to clean drinking water and sanitation. Such measures would avoid 2 million deaths every year, andprevent half a billion people from becoming seriously ill.It is crucial that we look at the facts if we want to make the best possible decisions for the future. It may be costly to be overly optimistic — but more costly still to be too pessimistic.Questions 27-32Do the following statements agree with the claims of the writer in Reading Passage 3?In boxes 27-32 on your answer sheet, writeYES if the statement ag rees with the writer’s claimsNO if the statement contradicts the writer’s clamsNOT GIVEN if it is impossible to say what the writer thinks about this27 Environmentalists take a pessimistic view of the world fora number of reasons28 Data on the Earth’s natural resources has only been collected since 1972.29 The number of starving people in the world has increased in recent years.30 Extinct species are being replaced by new species.31 Some pollution problems have been correctly linked to industrialisation.32 It would be best to attempt to slow down economic growth.Questions 33-37Choose the correct letter, A, B, C or D.Write your answers in boxes 33-37 on your answer sheet.33 What aspect of scientific research does the writer express concern about in paragraph 4?A the need to produce resultsB the lack of financial supportC the selection of areas to researchD the desire to solve every research problem34 The writer quotes from the Worldwide Fund for Nature to illustrate howA influential the mass media can be.B effective environmental groups can be.C the mass media can help groups raise funds.D environmental groups can exaggerate their claims.34 What is the writer’s main point about lobby groups in paragraph 6?A Some are more active than others.B Some are better organised than others.C Some receive more criticism than others.D Some support more important issues than others.35 The writer suggests that newspapers print items that are intended toA educate readers.B meet their readers’ expec tations.C encourage feedback from readers.D mislead readers.36 What does the writer say about America’s waste problem?A It will increase in line with population growth.B It is not as important as we have been led to believe.C It has been reduced through public awareness of the issues.D It is only significant in certain areas of the country.Questions 38-40Complete the summary with the list of words A-I below.Write the correct letter A-I in boxes 38-40 on your answer sheet.GLOBAL WARMINGThe writer admits that global warming is a 38…………….challenge, but says that it will not have a catastrophic impact on our future, if we deal with it in the 39…………… way. If we try to reduce the levels of greenhouse gases, he believes that it would only have a minimal impact on rising temperatures. He feels it would be better to spend money on the more 40………… health problem of providing the world’s population with clean drinking water.A unrealisticB agreedC expensiveD rightE long-termF usualG surprisingH personalI urgent剑桥雅思阅读5原文参考译文(test1)TEST 1 PASSAGE 1参考译文:Johnson’s Dictionary约翰逊博士的字典For the century before Johnson’s Dictionary was published in 1775, there had been concern about the state of the English language. There was no standard way of speaking or writing and no agreement as to the best way of bringing some order to the chaos of English spelling. Dr Johnson provided the solution.约翰逊博士的《字典》于1775年出版,在此之前的一个世纪,人们一直对英语的发展状况担忧。
智课网IELTS备考资料剑桥雅思10Test1阅读真题解析摘要:剑桥雅思10,受到广大烤鸭的热烈关注,下面小马小编带来剑桥雅思10Test1阅读真题解析,希望能帮助各位正在备考雅思阅读的烤鸭们,一起来看看吧。
小马小编为雅思考生们带来剑桥雅思10Test1阅读真题解析,希望能给雅思考生们带来帮助。
点击下载2015年雅思听力真题PDF版【小马内部专用】剑桥雅思10中的阅读难度延续了剑8剑9的常规难度,所以总体来说还好。
海外版的剑桥雅思10一共就两套题,我们今天就来看一下其中Test1的阅读。
首先,第一篇文章标题是Bovids。
这个文章标题单词不认识时也不用担心,因为正文中第一句话就对这个单词开始了解释:The family of mammals called bovids belongs to……根据这半句话即可知道Bovids是一种哺乳动物统称,准确的意思是指“牛科动物”。
文章前三段描述了Bovids的主要居住在South-east Asia(东南亚),大部分都喜欢居住在wide open spaces(开阔的地方);还描述了大概的外貌和大小以及特征。
然后第四段开始介绍Bovids的五种sub-families(分支)。
文章后有三个题型,第一大题是3个选择,通过题中定位词回文定位,答案集中于前三段。
第二大题是名称特征配对,五个特征作为题目,和四个Bovids类型配对,有NB,答案从第四段开始一直到最后。
第三大题是简答题5题,NO MORE THAN THREE WORDS, 范围是全篇范围,但都是显性定位词,所以定位和确定答案都不难。
第二篇文章标题是Photovoltaics on the rooftop(房顶上的太阳能电池). 就从标题来看的话因为有专有词汇所以没法知道这篇文章在讲什么,这时候看副标题:A natural choice for powering the family home. 从副标题和第一段的前两句可以知道这篇文章讲的是利用大自然给家庭供电。
剑桥雅思9Test1阅读Passage2答案解析剑桥雅思阅读真题答案:Questions 14-17iv、vii、i、ii Questions 18-20several billion years、radio (waves/signals)、10001000Y、Y、NG、N、NG、NPassage2整体分析文章结构体裁说明文题材社会科学类主题外星生命体是否真实存在段落概况引言背景介绍:人类在探究外星是否有生命体存在方面所取得的进步A段人类探寻外星文明的根本原因B段探寻外星文明的两条基本原则C段科学研究外星文明存在的可能性D段搜寻其他星球发射的无线电信号E段对其他星球发出的信号做出恰当的回应重点词汇题型:标题题LIST OF HEADINGS解析:标题题考查的是考生对原文中各个段落的主旨的把握,为了节省考试时间,建议考生与其他题型交叉作答。
14.Questions 18-20题型:简答题SHORT ANSWER QUESTIONS解析:这类题型的题干要求都是以特殊疑问句的形式出现,要求考生根据原文提供的信息回答问题,填写答案时考生一定要注意题干中大写的字数要求和限制。
18.Questions 21-26题型:判断题YES/NO/NOT GIVEN解析:判断题一般都遵循正序原则,确定了第一个题目在原文中出现的具体位置,即可向后直接寻找其他题目的答案。
21.剑9阅读难句解析1 .First, UFOs (Unidentified Flying Objects) are generally ignored since most scientists don't consider the evidence for them to be strong enough to bear serious consideration (although itis also important to keep an open mind in case any really convincing evidence emerges in the future). Second, we make a very conservative assumption that we are looking for a life form that is pretty well like us, since if it differs radically from us we may well not recognise it as a life form, quite apart from whether we are able to communicate with it.解析:考生需要特别注意这两句话中的从句。
READING PASSAGE 1文章结构本节考查词汇demolish [ ♎♓❍●♓☞ ] vt. 推翻rival [ ❒♋♓❖☜● ] n. 对手with ease [ ♓ ] 轻易地underpin [ ✈⏹♎☜☐♓⏹ ] v. 支撑,支持youngster [ ✈☠♦♦☜ ] n. 年青人collaborate [ ☜●✌♌☜❒♏♓♦ ] vi. 合作golfer [♊♈●♐☜☎❒✆] n. 高尔夫球手squash [ ♦♦☞ ] n. 壁球cyclist [ ♦♋✋●✋♦♦] n. 自行车运动员tweak [ ♦♦♓ ] v. 拧champion [ ♦☞✌❍☐☜⏹ ] n. 冠军slice [ ♦●♋♓♦ ] v. 切spine [ ♦☐♋♓⏹ ] n. 脊柱,脊椎wring [ ❒♓☠ ] v. 榨取unobtrusive [ ✈⏹☜♌♦❒◆♦♓❖ ] adj. 不明显的,微型的immune [ ♓❍◆⏹ ] adj. 免疫的complex [ ❍☐●♏♦ ] adj. 复杂的segment [ ♦♏♈❍☜⏹♦ ] n. 部分,章节unveil [ ✈⏹❖♏♓l ] vt. 揭开,展示endurance [ ♓⏹♎◆❒☜⏹♦ ] n. 耐力rower [ ♊❒☜☺☜☎❒✆ ] n. 划船选手replicate [ ❒♏☐●♓♓♦ ] v. 复制考题精解Questions 1-7『题型』MATCHING『解析』该题型是绝对乱序题型。
应尽量根据段落主题来大致定位到段落,然后寻找具体替换以确认答案。
Questions 8-11『题型』MATCHING『解析』大致定位:C/D两段段讲到具体应用,所以大部分应在此二段落;只有F段主题是涉及其他国家(their rivals)。
Questions 12-13『题型』SHORT-ANSWER QUESTION『解析』主题句解析1.第一段首、末句:They play hard, they play often, and they play to win…Both provide intensive coaching, training facilities and nutritional advice.解析:文章的开篇通常是背景介绍,以避免主题的切入过于突兀。
BEC真题3 Test oneB 1 It would be advisable for Flacks to consult customers before developing a new product.D 2 Producing goods for specialist markets might increase Flacks' profits.C 3 Flacks may need to change the function of one of its facilities.A 4 Flacks should utilise its current expertise to enter a different market.B 5 Flacks may need to consider closing its current production facility.C 6 Flacks should develop the connections it has established with leading retailers.A 7 Expanding the product range would not be a problem for the workforce.Flacks is a UK-based company that produces fashion accessories for women. How can it continue to grow its business?A Susan FalmerFaced with a shrinking market, cheap imports and competitive pricing, Flacks will have to work hard to increase its margins. They need to move into a more promising market, one where demand is growing and where the company can exploit existing skills and contacts. They could think about brand extension - this would not be a giant leap and the sales force would take it in its stride. Also, they wouldn't need to re-equip their factory and could use non-UK sourcing if facilities here are in short supply.B Mesut GuzelThey have the fundamentals of a survival strategy in a market where outsourced manufacture and brand differentiation hold the key to success. I think they should initially locate some of their production in another country, where manufacturing quality tends to be better and it is easier to meet changing customer demands. But they should also regularly monitor production in Britain and think about outsourcing all this work abroad at some point if they need it done faster. The company should continue to work on innovative products, and thorough market research will help to ensure any new ideas are well received.C Gary WilmotIn order to beat their rivals in a highly competitive market, Flacks should ensure their products are attractive and build on their relationships with the big stores rather than trying to go it alone and market directly. They should also consider refocusing production by using their UK factory for high-specification products. They could eventually build more production overseas in a cycle of continuous development.D Michal KaminskiThe demand for fashion accessories is relatively flat and the company should consider exploiting niche markets to improve its margins. But even within these, Flacks must distinguish its goods from those of its rivals in terms of quality, performance and design. Innovative sales, marketing and PR are vital to exploit these niche products. One competitive advantage that Flacks does have is production times. Many retail chains now have two-tier supply chains and Flacks could focus on top-up orders. They might also investigate other sales channels such as mail order.这篇文章是关于一个女性时尚饰品公司——Flacks的发展战略问题,四个专家给出了自己的建议。
剑桥雅思阅读11(test1)答案精讲剑桥雅思阅读部分的题目可以进行一些分类总结,因为考试的常见内容一般都会在下次考试中出现的。
下面就是今天小编给大家带来的剑桥雅思阅读11原文和答案的内容,希望能够帮助同学们备考雅思考试。
剑桥雅思阅读11原文(test1)READING PASSAGE 1You should spend about 20 minutes on Questions 1-13, which are based on Reading Passage 1 below.Crop-growing skyscrapersBy the year 2050, nearly 80% of the Earth’s population will live in urban centres. Applying the most conservative estimates to current demographic trends, the human population will increase by about three billion people by then. An estimated 109 hectares of new land (about 20% larger than Brazil) will be needed to grow enough food to feed them, if traditional farming methods continue as they are practised today. At present, throughout the world, over 80% of the land that is suitable for raising crops is in use. Historically, some 15% of that has been laid waste by poor management practices. What can be done to ensure enough food for the world’s population to live on?The concept of indoor farming is not new, since hothouse production of tomatoes and other produce has been in vogue for some time. What is new is the urgent need to scale up this technology to accommodate another three billion people. Many believe an entirely new approach to indoor farming is required, employing cutting-edge technologies. One such proposal is for the ‘Vertical Farm’. The concept is of multi-storey buildings in which food crops are grown in environmentally controlledconditions. Situated in the heart of urban centres, they would drastically reduce the amount of transportation required to bring food to consumers. Vertical farms would need to be efficient, cheap to construct and safe to operate. If successfully implemented, proponents claim, vertical farms offer the promise of urban renewal, sustainable production of a safe and varied food supply (through year-round production of all crops), and the eventual repair of ecosystems that have been sacrificed for horizontal farming.It took humans 10,000 years to learn how to grow most of the crops we now take for granted. Along the way, we despoiled most of the land we worked, often turning verdant, natural ecozones into semi-arid deserts. Within that same time frame, we evolved into an urban species, in which 60% of the human population now lives vertically in cities. This means that, for the majority, we humans have shelter from the elements, yet we subject our food-bearing plants to the rigours of the great outdoors and can do no more than hope for a good weather year. However, more often than not now, due to a rapidly changing climate, that is not what happens. Massive floods, long droughts, hurricanes and severe monsoons take their toll each year, destroying millions of tons of valuable crops.The supporters of vertical farming claim many potential advantages for the system. For instance, crops would be produced all year round, as they would be kept in artificially controlled, optimum growing conditions. There would be no weather-related crop failures due to droughts, floods or pests. All the food could be grown organically, eliminating the need for herbicides, pesticides and fertilisers. The system would greatly reduce the incidence of many infectious diseases that areacquired at the agricultural interface. Although the system would consume energy, it would return energy to the grid via methane generation from composting non-edible parts of plants. It would also dramatically reduce fossil fuel use, by cutting out the need for tractors, ploughs and shipping.A major drawback of vertical farming, however, is that the plants would require artificial light. Without it, those plants nearest the windows would be exposed to more sunlight and grow more quickly, reducing the efficiency of the system. Single-storey greenhouses have the benefit of natural overhead light: even so, many still need artificial lighting. A multi-storey facility with no natural overhead light would require far more. Generating enough light could be prohibitively expensive, unless cheap, renewable energy is available, and this appears to be rather a future aspiration than a likelihood for the near future.One variation on vertical farming that has been developed is to grow plants in stacked trays that move on rails. Moving the trays allows the plants to get enough sunlight. This system is already in operation, and works well within a single-storey greenhouse with light reaching it from above: it is not certain, however, that it can be made to work without that overhead natural light.Vertical farming is an attempt to address the undoubted problems that we face in producing enough food for a growing population. At the moment, though, more needs to be done to reduce the detrimental impact it would have on the environment, particularly as regards the use of energy. While it is possible that much of our food will be grown in skyscrapers in future, most experts currently believe it is far more likely that we will simply use the space available on urban rooftops.Questions 1-7Complete the sentences below.Choose NO MORE THAN TWO WORDS from the passage for each answer.Write your answers in boxes 1-7 on your answer sheet.Indoor farming1 Some food plants, including __________, are already grown indoors.2 Vertical farms would be located in __________, meaning that there would be less need to take them long distances to customers.3 Vertical farms could use methane from plants and animals to produce __________.4 The consumption of __________ would be cut because agricultural vehicles would be unnecessary.5 The fact that vertical farms would need __________ light is a disadvantage.6 One form of vertical farming involves planting in __________ which are not fixed.7 The most probable development is that food will be grown on __________ in towns and cities.Questions 8-13Do the following statements agree with the information given in Reading Passage 1?In boxes 8-13 on your answer sheet, writeTRUE if the statement agrees with the informationFALSE if the statement contradicts the informationNOT GIVEN if there is no information on this8 Methods for predicting the Earth’s population have recently changed.9 Human beings are responsible for some of the destruction to food-producing land.10 The crops produced in vertical farms will depend on the season.11 Some damage to food crops is caused by climate change.12 Fertilisers will be needed for certain crops in vertical farms.13 Vertical farming will make plants less likely to be affected by infectious diseases.READING PASSAGE 2You should spend about 20 minutes on Questions 14-26, which are based on Reading Passage 2 below.THE FALKIRK WHEELA unique engineering achievementThe Falkirk Wheel in Scotland is the world’s first and only rotating boat lift. Opened in 2002, it is central to the ambitious £84.5m Millennium Link project to restore navigability across Scotland by reconnecting the historic waterways of the Forth & Clyde and Union Canals.The major challenge of the project lay in the fact that the Forth & Clyde Canal is situated 35 metres below the level of the Union Canal. Historically, the two canals had been joined near the town of Falkirk by a sequence of 11 locks — enclosed sections of canal in which the water level could be raised or lowered — that stepped down across a distance of 1.5 km. This had been dismantled in 1933, thereby breaking the link. When the project was launched in 1994, the British Waterways authority were keen to create a dramatic twenty-first-century landmark which would not only be a fitting commemoration of the Millennium, but also a lasting symbol of the economic regeneration of the region.Numerous ideas were submitted for the project, includingconcepts ranging from rolling eggs to tilting tanks, from giant see-saws to overhead monorails. The eventual winner was a plan for the huge rotating steel boat lift which was to become The Falkirk Wheel. The unique shape of the structure is claimed to have been inspired by various sources, both manmade and natural, most notably a Celtic double-headed axe, but also the vast turning propeller of a ship, the ribcage of a whale or the spine of a fish.The various parts of The Falkirk Wheel were all constructed and assembled, like one giant toy building set, at Butterley Engineering’s Steelworks in Derbyshire, some 400 km from Falkirk. A team there carefully assembled the 1,200 tonnes of steel, painstakingly fitting the pieces together to an accuracy of just 10 mm to ensure a perfect final fit. In the summer of 2001, the structure was then dismantled and transported on 35 lorries to Falkirk, before all being bolted back together again on the ground, and finally lifted into position in five large sections by crane. The Wheel would need to withstand immense and constantly changing stresses as it rotated, so to make the structure more robust, the steel sections were bolted rather than welded together. Over 45,000 bolt holes were matched with their bolts, and each bolt was hand-tightened.The Wheel consists of two sets of opposing axe-shaped arms, attached about 25 metres apart to a fixed central spine. Two diametrically opposed water-filled ‘gondolas’, each with a capacity of 360,000 litres, are fitted between the ends of the arms. These gondolas always weigh the same, whether or not they are carrying boats. This is because, according to Archimedes’principle of displacement, floating objects displace their own weight in water. So when a boat enters a gondola, the amount ofwater leaving the gondola weighs exactly the same as the boat. This keeps the Wheel balanced and so, despite its enormous mass, it rotates through 180°in five and a half minutes while using very little power. It takes just 1.5 kilowatt-hours (5.4 MJ) of energy to rotate the Wheel — roughly the same as boiling eight small domestic kettles of water.Boats needing to be lifted up enter the canal basin at the level of the Forth & Clyde Canal and then enter the lower gondola of the Wheel. Two hydraulic steel gates are raised, so as to seal the gondola off from the water in the canal basin. The water between the gates is then pumped out. A hydraulic clamp, which prevents the arms of the Wheel moving while the gondola is docked, is removed, allowing the Wheel to turn. In the central machine room an array of ten hydraulic motors then begins to rotate the central axle. The axle connects to the outer arms of the Wheel, which begin to rotate at a speed of 1/8 of a revolution per minute. As the wheel rotates, the gondolas are kept in the upright position by a simple gearing system. Two eight-metre-wide cogs orbit a fixed inner cog of the same width, connected by two smaller cogs travelling in the opposite direction to the outer cogs — so ensuring that the gondolas always remain level. When the gondola reaches the top, the boat passes straight onto the aqueduct situated 24 metres above the canal basin.The remaining 11 metres of lift needed to reach the Union Canal is achieved by means of a pair of locks. The Wheel could not be constructed to elevate boats over the full 35-metre difference between the two canals, owing to the presence of the historically important Antonine Wall, which was built by the Romans in the second century AD. Boats travel under this wall via a tunnel, then through the locks, and finally on to the Union Canal.Questions 14-19Do the following statements agree with the information given in Reading Passage 2?In boxes 14-19 on your answer sheet, writeTRUE if the statement agrees with the informationFALSE if the statement contradicts the informationNOT GIVEN if there is no information on this14 The Falkirk Wheel has linked the Forth & Clyde Canal with the Union Canal for the first time in their history.15 There was some opposition to the design of the Falkirk Wheel at first.16 The Falkirk Wheel was initially put together at the location where its components were manufactured.17 The Falkirk Wheel is the only boat lift in the world which has steel sections bolted together by hand.18 The weight of the gondolas varies according to the size of boat being carried.19 The construction of the Falkirk Wheel site took into account the presence of a nearby ancient monument.Questions 20-26Label the diagram below.Choose ONE WORD from the passage for each answer.Write your answers in boxes 20-26 on your answer sheet.How a boat is lifted on the Falkirk WheelREADING PASSAGE 3You should spend about 20 minutes on Questions 27-40, which are based on Reading Passage 3 below.Reducing the Effects of Climate ChangeMark Rowe reports on the increasingly ambitious geo-engineering projects being explored by scientistsA Such is our dependence on fossil fuels, and such is the volume of carbon dioxide already released into the atmosphere, that many experts agree that significant global warming is now inevitable. They believe that the best we can do is keep it at a reasonable level, and at present the only serious option for doing this is cutting back on our carbon emissions. But while a few countries are making major strides in this regard, the majority are having great difficulty even stemming the rate of increase, let alone reversing it. Consequently, an increasing number of scientists are beginning to explore the alternative of geo-engineering — a term which generally refers to the intentional large-scale manipulation of the environment. According to its proponents, geo-engineering is the equivalent of a backup generator: if Plan A — reducing our dependency on fossil fuels — fails, we require a Plan B, employing grand schemes to slow down or reverse the process of global warming.B Geo-engineering has been shown to work, at least on a small localised scale. For decades, May Day parades in Moscow have taken place under clear blue skies, aircraft having deposited dry ice, silver iodide and cement powder to disperse clouds. Many of the schemes now suggested look to do the opposite, and reduce the amount of sunlight reaching the planet. The most eye-catching idea of all is suggested by Professor Roger Angel of the University of Arizona. His scheme would employ up to 16 trillion minute spacecraft, each weighing about one gram, to form a transparent, sunlight-refracting sunshade in an orbit 1.5 million km above the Earth. This could, argues Angel, reduce the amount of light reaching the Earth by two per cent.C The majority of geo-engineering projects so far carried out — which include planting forests in deserts and depositing ironin the ocean to stimulate the growth of algae — have focused on achieving a general cooling of the Earth. But some look specifically at reversing the melting at the poles, particularly the Arctic. The reasoning is that if you replenish the ice sheets and frozen waters of the high latitudes, more light will be reflected back into space, so reducing the warming of the oceans and atmosphere.D The concept of releasing aerosol sprays into the stratosphere above the Arctic has been proposed by several scientists. This would involve using sulphur or hydrogen sulphide aerosols so that sulphur dioxide would form clouds, which would, in turn, lead to a global dimming. The idea is modelled on historic volcanic explosions, such as that of Mount Pinatubo in the Philippines in 1991, which led to a short-term cooling of global temperatures by 0.5℃. Scientists have also scrutinised whether it’s possible to preserve the ice sheets of Greenland with reinforced high-tension cables, preventing icebergs from moving into the sea. Meanwhile in the Russian Arctic, geo-engineering plans include the planting of millions of birch trees. Whereas the region’s native evergreen pines shade the snow and absorb radiation, birches would shed their leaves in winter, thus enabling radiation to be reflected by the snow. Re-routing Russian rivers to increase cold water flow to ice-forming areas could also be used to slow down warming, say some climate scientists.E But will such schemes ever be implemented? Generally speaking, those who are most cautious about geo-engineering are the scientists involved in the research. Angel says that his plan is ‘no substitute for developing renewable energy: the only permanent solution’. And Dr Phil Rasch of the US-based Pacific Northwest National Laboratory is equally guarded about the roleof geo-engineering: ‘I think all of us agree that if we were to end geo-engineering on a given day, then the planet would return to its pre-engineered condition very rapidly, and probably within ten to twenty years. That’s certainly something to worry about.’F The US National Center for Atmospheric Research has already suggested that the proposal to inject sulphur into the atmosphere might affect rainfall patterns across the tropics and the Southern Ocean. ‘Geo-engineering plans to inject stratospheric aerosols or to seed clouds would act to cool the planet, and act to increase the extent of sea ice,’ says Rasch. ‘But all the models suggest some impact on the distribution of precipitation.’G ‘A further risk with geo-engineering projects is that you can “overshoot”,’says Dr Dan Lunt, from the University of Bristol’s School of Geophysical Sciences, who has studied the likely impacts of the sunshade and aerosol schemes on the climate. ‘You may bring global temperatures back to pre-industrial levels, but the risk is that the poles will still be warmer than they should be and the tropics will be cooler than before industrialisation.’ To avoid such a scenario, Lunt says Angel’s project would have to operate at half strength; all of which reinforces his view that the best option is to avoid the need for geo-engineering altogether.H The main reason why geo-engineering is supported by many in the scientific community is that most researchers have little faith in the ability of politicians to agree — and then bring in —the necessary carbon cuts. Even leading conservation organisations see the value of investigating the potential of geo-engineering. According to Dr Martin Sommerkorn, climatechange advisor for the World Wildlife Fund’s International Arctic Programme, ‘Human-induced climate change has brought humanity to a position where we shouldn’t exclude thinking thoroughly about this topic and its possibilities.’Questions 27-29Reading Passage 3 has eight paragraphs A-H.Which paragraph contains the following information?Write the correct letter, A-H, in boxes 27-29 on your answer sheet.27 mention of a geo-engineering project based on an earlier natural phenomenon28 an example of a successful use of geo-engineering29 a common definition of geo-engineeringQuestions 30-36Complete the table below.Choose ONE WORD from the passage for each answer.Write your answers in boxes 30-36 on your answer sheet.GEO-ENGINEERING PROJECTSProcedure Aimput a large number of tiny spacecraft into orbit far above Earth to create a 30 __________ that would reduce the amount of light reaching Earthplace 31 __________ in the sea to encourage 32 __________ to formrelease aerosol sprays into the stratosphere to create 33 __________ that would reduce the amount of light reaching Earth fix strong 34 __________ to Greenland ice sheets to prevent icebergs moving into the seaplant trees in Russian Arctic that would lose their leaves in winter to allow the 35 __________ to reflect radiationchange the direction of 36 __________ to bring more cold water into ice-forming areasQuestions 37-40Look at the following statements (Questions 37-40) and the list of scientists below.Match each statement with the correct scientist, A-D.Write the correct letter, A-D, in boxes 37-40 on your answer sheet.37 The effects of geo-engineering may not be long-lasting.38 Geo-engineering is a topic worth exploring.39 It may be necessary to limit the effectiveness of geo-engineering projects.40 Research into non-fossil-based fuels cannot be replaced by geo-engineering.List of ScientistsA Roger AngelB Phil RaschC Dan LuntD Martin Sommerkorn剑桥雅思阅读11原文参考译文(test1)PASSAGE 1参考译文:作物生长的“摩天大厦”到2050年,近80%的地球人口将在城市中心生活。
雅思15test1 范文题目(假设是小作文中的图表题,比如柱状图描述不同国家在某一年的旅游人数之类的情况)The bar chart shows the number of international tourists visiting four different countries in 2019.Well, let's take a peek at this bar chart that's like a little snapshot of the tourism world in 2019 for these four countries.First off, there's Country A. Oh boy, it's like the superstar of this chart! It had a whopping number of international tourists. You can almost imagine its attractions just pulling people in like a powerful magnet. It's way ahead of the other three countries, standing tall with a number that makes the others look a bit puny in comparison.Then there's Country B. It's not doing too shabby either, but it's kind of like the middle of the road kid. It has a decent number of tourists, but it's not anywhere near as popular as Country A. It's like it has its own charm, but just not as much of a global draw.Country C and Country D are more like the underdogs here. Country C has a relatively small number of tourists. It's as if it's still waiting for the world to really discover its hidden gems. And Country D, well, it has the least number of international visitors among these four. It's like it's still in the starting blocks when it comes to attracting international tourists. Maybe it needs to do some serious marketing or spruce up its attractions a bit.Overall, this bar chart gives us a clear picture of how these four countries stack up in terms of attracting international tourists in 2019.Country A is the clear winner, while Country D has a long way to go if it wants to catch up.。
雅思写作10test1范文题目:Some people think that the best way to improve road safety is to increase the minimum legal age for driving a car or motorbike. To what extent do you agree or disagree?Road safety has always been a hot potato issue, and the idea of jacking up the minimum legal driving age as the panacea for better road safety is quite a thought provoking one. Well, I partly agree with this notion, butit's not as simple as just pushing up that age number.On the one hand, upping the minimum legal driving age does have its merits. Youngsters, especially those below a certain age, are generally more impulsive and lack the maturity to handle complex driving situations. You know how teenagers can be all over the place sometimes. They might be more likely to take risks on the road, like speeding or showing off some stunts just to look cool in front of their peers. By increasing the driving age, say from 17 to 19 or even 20, we can ensure that drivers are more developed both physically and mentally. Their brains are more likely to be better at making quick and sound decisions, like how to react when a pedestrian suddenly jumps out or when there's a traffic jam.However, this is not the be all and end all of improving road safety. There are other factors that are equally, if not more, important. For starters, driver education is crucial. Just because someone is olderdoesn't mean they automatically know all the ins and outs of safe driving. There should be more comprehensive driving courses that cover not only the rules of the road but also things like vehicle maintenance, how to drive in different weather conditions, and how to be courteous to other road users.Another biggie is the condition of the roads themselves. Have you ever driven on a road full of potholes? It's like driving through a minefield. The local authorities should invest more in road infrastructure, making sure that the roads are well maintained, with clear signs and proper lighting. A well lit and well signposted road can prevent a lot of accidents, no matter how old or young the drivers are.Also, the enforcement of traffic laws matters a great deal. There are too many times when we see people blatantly ignoring traffic signals or driving drunk, and not enough is being done to punish them. If the police were more vigilant and the penalties for traffic violations were stiffer, that would surely make people think twice before breaking the rules.In conclusion, while increasing the minimum legal driving age might contribute to better road safety to some extent, it's just one piece of the puzzle. A multi faceted approach that includes better driver education, improved road conditions, and stricter law enforcement is what we really need to make our roads safer for everyone.。
一、填空题(每空2分,共20分)
1、优秀广告作品不是广告创作人员自封的,而是通过一定的组
织机构评选,或是__社会舆论__的公认而形成的。
2、平面广告的构图视觉导向应注重可视性和___逻辑性___。
3、影视广告中的人声可以分为演白、__旁白__两种。
4、亚太广告节固定举办地为___泰国芭提雅___。
5、四新展创办于1994年,主要是用于展示广告新媒体、新技
术、新设备、新材料的交易会,该展览目前是__一__年举办一次。
6、从广告内容的角度来划分广告作品,可以分为经济广告和社
会广告,其中,诸如各类商品广告属于__经济__广告。
7、自然经济以自然分工为基础,商品经济以社会分工为基础,
产品经济形式以___人的自由全面发展___为基础。
8、平面广告艺术中的图形可分为主体图形与__从体图形__。
9、戛纳广告大奖源于__戛纳电影节__节。1954年,由电影广
告媒体代理商发起组织了戛纳国际电影广告节,希望电影广告能同电
影一样受到世人的认同和瞩目。
10、亚太广告节是由__亚洲联合广告协会__主办,泰国广告协
会协办,中国、印度、印度尼西亚、日本、澳大利亚、新西兰等国家
参加的亚太地区主要的优秀广告评选活动。
二、判断题(每小题1.5分,共30分。请将判断结果填入括号中,
正确的填“√”,错误的填“╳”)
1.服务性是广告创作与其他艺术创作最显著的区别,也是衡量
广告活动成功与失败、广告作品优秀与差劣的终极标准。( × )
2.企事业单位启事和个人广告都属于社会广告的第二层次分类。
( √ )
3.在评判一则广告作品是否为优秀广告作品时,其合理的色彩
搭配、美妙的构图以及合乎广告产品特征的模特是影响判断结果的决
定性因素。( × )
4.广告创作如果背离了广告策划的整体宣传目标,就会破坏广
告经营者的战略布局,使创作出的广告作品流于形式,从而失去真正
的意义。( √ )
5.广告企划与广告策划的活动主体不同,广告企划是广告经营
者为广告客户提供的服务,而广告策划是工商企业生产计划的组成部
分。( × )
6.对广告进行管理监督的政府行政机关是县级以上法院、检察
院,他们负责制定各种广告法律法规以及各种广告管理条例。
( × )
7.影视广告中的声音可分为演白、旁白两种,其中演员的内心
独白及回忆都属于演白。( × )
8.在影视广告中的“演员”指的是广告中的人。( × )
9.“全国优秀广告作品展”一直由中国广告协会负责资格审定工
作,以杜绝违法广告。( × )
10.时报广告金犊奖是为了鼓励并提升新一代广告人的创意水平
而创办的。( √ )
11.按照广告的内容划分,可以分为经济广告和社会广告两大
类,这两类广告都具有盈利性质。( × )
12.优秀的广告作品不仅能准确地表现广告主的目的所向,达
到一定的经济和社会效益,而且要经过一定的评选组织认定或公众舆
论的认可。( √ )
13.凡是同时符合新、奇、特三项要求的广告就是优秀广告。
( × )
14.效益性是广告创作与其他艺术创作最显著的区别,也是衡
量广告活动成功与失败、广告作品优秀与差劣的终极标准。( √ )
15.市场经济的四个特征是市场化、开放性、企业自主经营、
宏观间接调控,符合市场经济运行的这四个特征的广告才有可能成为
优秀广告。( √ )
16.广告企划与广告策划基本上是一个意思,都是指广告经营
者为客户提供的服务。( × )
17.在平面广告设计中的图形可分为主体图形和从体图形,一
般来说,在路牌、车身等媒体上多用从体图形,仅以提醒与告白为目
的。( × )
18.2000年,经国家工商总局正式批准,“中国优秀广告作品
展”改为“中国广告节”。( √ )
19.中国大陆与台湾的两岸广告第一次交流是在第十三届时报
广告金像奖时。( √ )
20.亚太广告节每两年举办一次,会期3天。( × )
三、论述题(每小题25分,共50分。)
1. 简要论述广告策划对优秀广告作品产生的作用。
(1)广告策划避免了广告创作中的盲目性,统领全局,形成风格统一的广告设计。由
于广告的对象对象、市场动态、媒介状况等随机和不可预测因素很多,通过广告策划,可以
运用科学的方法,集中智慧,统一广告创作和媒介发布,使广告工作不再是盲目和无标准的
进行。
(2)广告策划发扬了广告创作的优势,运筹帷幄,决胜千里。广告整体运作如同一场
战役,必须讲究谋略。广告营销之于市场,如同用兵之于战场,要遵守用兵规则。通过策划,
可以运用本单位广告创作的优势,分析竞争对手的状况,从而以己之强抵他人之弱。没有广
告策划,盲目开展创作,竞争对手不明,四面出击,各行其是,相互制约,绝不会推出优秀
的广告作品。
(3)广告策划使广告设计统一,诉求重点一致,提高效益。首先,广告设计涉及平面、
影视、广播、橱窗、文案等,相互之间有密切的关系,而不能各搞一套,这种统一的设计风
格由广告策划统领。其次,广告策划制定了广告活动的长远目标和阶段目标,使长远计划与
短期计划有机地结合在一起。广告策划使各种广告表现的诉求重点保持一致。在一般情况下,
广告主的眼前利益与长远利益应该一致。但是,当二者发生矛盾时,广告设计就要遵从眼前
利益服从长远利益的原则。再次,广告创作是分阶段、按项目进行的,广告经营单位和创作
人员通过合理调配,正确使用资金,可以避免出现开始时花钱大手大脚,最后阶段捉襟见肘,
不得不考虑追加费用的情况,从而大大地提高广告的经济效益,创作出优秀的广告作品。
2. 结合日常你所熟悉的案例分析构成优秀广告作品的五个要素
。
优秀广告作品是由原创性、效益性、冲击性、艺术性、综合性
广告作品首先要看的是原创性。与众不同,标新立异,创意思想独特,技巧读到。具有
新、奇、特就具有了原创性。
效益性:是衡量优秀广告作品的首要标准。这是广告目的决定的,广告必须要给企业带
来经济效益和社会效益。
冲击性,决定广告作品能否在瞬间抓住消费者的注意力。优秀广告作品很讲究视觉导向。
内容要简洁。
艺术性:优秀广告作品是综合运用各种艺术手段烘托和强调商品、品牌的真与美。
综合性:是艺术与经济、社会、文化、的有机结合。是在团队作业过程中体现了各种专
业技能的珠联璧合。