託福閱讀TPO14(試題+答案+譯文)第1篇:兒童與廣告
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託福閱讀原文
【1】Young children are trustingof commercial advertisements in the media, and advertisers have sometimes beenaccused of taking advantage of this trusting outlook. The IndependentTelevision Commission, regulator of television advertising in the United Kingdom,has criticized advertisers for "misleadingness"—creating a wrongimpression either intentionally or unintentionally—in an effort to controladvertisers' use of techniques that make it difficult for children to judge thetrue size, action, performance, or construction of a toy.
【2】General concern aboutmisleading tactics that advertisers employ is centered on the use ofexaggeration. Consumer protection groups and parents believe that children arelargely ill-equipped to recognize such techniques and that often exaggerationis used at the expense of product information. Claims such as "thebest" or "better than" can be subjective and misleading; evenadults may be unsure as to their meaning. They represent the advertiser'sopinions about the qualities of their products or brand and, as a consequence,are difficult to verify. Advertisers sometimes offset or counterbalance anexaggerated claim with a disclaimer—a qualification or condition on the claim.For example, the claim that breakfast cereal has a health benefit may beaccompanied by the disclaimer "when part of a nutritionally balancedbreakfast." However, research has shown that children often havedifficulty understanding disclaimers: children may interpret the phrase"when part of a nutritionally balanced breakfast" to mean that thecereal is required as a necessary part of a balanced breakfast. The authorGeorge Comstock suggested that less than a quarter of children between the agesof six and eight years old understood standard disclaimers used in many toyadvertisements and that disclaimers are more readily comprehended whenpresented in both audio and visual formats. Nevertheless, disclaimers aremainly presented in audio format only.
【3】Fantasy is one of the morecommon techniques in advertising that could possibly mislead a young audience.Child-oriented advertisements are more likely to include magic and fantasy thanadvertisements aimed at adults. In a content analysis of Canadian television,the author Stephen Kline observed that nearly all commercials for charactertoys featured fantasy play. Children have strong imaginations and the use offantasy brings their ideas to life, but children may not be adept enough torealize that what they are viewing is unreal. Fantasy situations and settingsare frequently used to attract children's attention, particularly in foodadvertising. Advertisements for breakfast cereals have, for many years, beenfound to be especially fond of fantasy techniques, with almost nine out of ten includingsuch content. Generally, there is uncertainty as to whether very young childrencan distinguish between fantasy and reality in advertising. Certainly, rationalappeals in advertising aimed at children are limited, as most advertisementsuse emotional and indirect appeals to psychological states or associations.
【4】The use of celebrities suchas singers and movie stars is common in advertising. The intention is for thepositively perceived attributes of the celebrity to be transferred to the advertisedproduct and for the two to become automatically linked in the audience's mind.In children's advertising, the "celebrities" are often animatedfigures from popular cartoons. In the recent past, the role of celebrities inadvertising to children has often been conflated with the concept of hostselling. Host selling involves blending advertisements with regular programmingin a way that makes it difficult todistinguish one from the other. Host selling occurs, for example, when achildren's show about a cartoon lion contains an ad in which the same lionpromotes a breakfast cereal. The psychologist Dale Kunkel showed that thepractice of host selling reduced children's ability to distinguish betweenadvertising and program material. It was also found that older childrenresponded more positively to products in host selling advertisements.
【5】Regarding the appearance ofcelebrities in advertisements that do not involve host selling, the evidence ismixed. Researcher Charles Atkin found that children believe that the charactersused to advertise breakfast cereals are knowledgeable about cereals, andchildren accept such characters as credible sources of nutritional information.This finding was even more marked for heavy viewers of television. In addition,children feel validated in their choice of a product when a celebrity endorsesthat product. A study of children in Hong Kong, however, found that thepresence of celebrities in advertisements could negatively affect thechildren's perceptions of a product if the children did not like the celebrityin question.
託福閱讀試題
1.Which of the following is NOT mentioned in paragraph 1 as being a difficult judgment for children to make about advertised toys?
A.How big the toys are?
B.How much the toys cost?
C.What the toys can do?
D.How the toys are made?
2.The word “verify” in the passage is closest in meaning to
A.establish the truth of.
B.approve of.
C.understand.
D.criticize.
3.In paragraph 2, what is one reason that claims such as “the best” or “better than” can be misleading?
A.They represent the opinions of adults, which are often different from those of children.
B.They generally involve comparisons among only a small group of products.
C.They reflect the attitudes of consumer protection groups rather than those of actual consumers.
D.They reflect the advertiser's viewpoint about the product.
4.Cereal advertisements that include the statement “when part of a nutritionally balanced breakfast” are trying to suggest that
A.the cereal is a desirable part of a healthful, balanced breakfast.
B.the cereal contains equal amounts of all nutrients.
C.cereal is a healthier breakfast than other foods are.
D.the cereal is the most nutritious part of the breakfast meal.
5.According to paragraph 2, all of the following are true of disclaimers made in advertisements EXCEPT
A.They are qualifications or conditions put on a claim.
B.They may be used to balance exaggerations.
C.They are usually presented in both audio and visual formats.
D.They are often difficult for children to understand.
6.The word “adept”(Paragraph 3)in the passage is closest in meaning to
A.responsible.
B.skillful.
C.patient.
D.curious.
7.Paragraph 3 indicates that there is uncertainty about which of the following issues involving children and fantasy in advertising?
A.Whether children can tell if what they are seeing in an advertisement is real or fantasy.
B.Whether children can differentiate fantasy techniques from other techniques used in advertising.
C.Whether children realize how commonly fantasy techniques are used in advertising aimed at them.
D.Whether children are attracted to advertisements that lack fantasy .
8.Which of the sentences below best expresses the essential information in the highlighted sentence(Paragraph 3)in the passage? Incorrect choices change the meaning in important ways or leave out essential information.
A.Rational appeals in advertising are certainly limited by children's emotional immaturity and the indirect nature of their associations.
B.Indirect appeals to children's psychological states or associations can limit the effectiveness of rational appeals in advertising.
C.Rational appeals play a much smaller role in advertisements for children than emotional appeals and psychological associations do.
D.Rational appeals in advertising aimed at children should certainly be limited until the children are emotionally and psychologically ready.
9.The word "attributes" (Paragraph 4)in the passage is closest in meaning to
A.evaluations.
B.attitudes.
C.actions.
D.characteristics.
10.In paragraph 4, why does the author mention a show about a cartoon lion in which an advertisement appears featuring the same lion character?
A.To help explain what is meant by the term "host selling” and why it can be misleading to children.
B.To explain why the role of celebrities in advertising aimed at children has often been confused with host selling.
C.To compare the effectiveness of using animated figures with the effectiveness of using celebrities in advertisements aimed at children.
D.To indicate how Kunkel first became interested in studying the effects of host selling on children.
11.The word "credible"(Paragraph 5)in the passage is closest in meaning to
A.helpful.
B. believable.
C.valuable.
D.familiar.
12.According to paragraph 5, what did a study of children in Hong Kong show about the use of celebrities in advertisements aimed at children?
A. It is most effective with children who watch a lot of television.
B. It has little effect if the celebrities are not familiar to most children.
C. It is more effective in marketing cereals and food products than in marketing other kinds of products.
D. It can have a negative effect if the celebrities are not popular with children.
13. Look at the four squares [■] that indicate where the following sentence could be added to the passage. Where would the sentence best fit? Another aspect of advertising that may especially influence children is fantasy.
■【A】Fantasy is one of the more common techniques in advertising that could possibly mislead a young audience. ■【B】Child-oriented advertisements are more likely to include magic and fantasy than advertisements aimed at adults. ■【C】In a content analysis of Canadian television, the author Stephen Kline observed that nearly all commercials for character toys featured fantasy play. ■【D】Children have strong imaginations and the use of fantasy brings their ideas to life, but children may not be adept enough to realize that what they are viewing is unreal. Fantasy situations and settings are frequently used to attract children's attention, particularly in food advertising. Advertisements for breakfast cereals have, for many years, been found to be especially fond of fantasy techniques, with almost nine out of ten including such content. Generally, there is uncertainty as to whether very young children can distinguish between fantasy and reality in advertising. Certainly, rational appeals in advertising aimed at children are limited, as most advertisements use emotional and indirect appeals to psychological states or associations.
14. Directions: An introductory sentence for a brief summary of the passage is provided below. Complete the summary by selecting the THREE answer that express the most important ideas in the passage. Some sentences do not belong in the summary because they express ideas that not presented in the passage or are minor ideas in the passage. This question is worth 2 points.
Advertisers sometimes use strategies that can mislead children.
A.Advertisements can be misleading to children when the advertisements use audio and visual formats that are especially appealing to children.
B.Children may not be able to interpret exaggerated claims made by advertisers or understand the disclaimers used to offset claims.
C.Although the use of celebrities is not necessarily effective in advertisements aimed at children, there is evidence that host selling can positively affect their views of a product.
D.Studies show that misleading tactics are used most often in commercials for breakfast cereals, with toy commercials using such tactics only slightly less frequently.
E.The use of fantasy is especially common in advertisements for children, but children may not be able to distinguish fantasy from reality.
F.Very young children are particularly influenced by host selling, while slightly older children are more readily misled by seemingly rational claims such as “the best.”
託福閱讀答案
1.EXCEPT題，排除法，所有答案都集中在最後一句，A的big對應size，正確，不選;B的cost沒有對應，錯，選;C的do對應performance，正確，不選;D的made對應construction，正確，不選。
2.verify覈實，證明，所以A的establish the truth正確。原句說best和better than代表了生產商對於自己的產品和品牌的看法，結果，就難以怎麼樣，既然是生產商自己斷定自己，當然就是普通消費者難以斷定其真實性，所以選A。C的理解完全不對，不是消費者不能理解，而是不知道是真是假;D的批評也完全不對;B表示讚許，同義，跟真假也沒關係，不選。
3.因爲下一句的they指代上句的better than和best，所以往下看，說best和better than代表了生產商對於自己的產品和品牌的看法，結果其真實性難以判斷，這就是misleading的原因，所以答案是D。
4.修辭目的題，修辭點所在的句子只是單純在說一個例子，而且以一個for example開頭，明顯是爲了證明前一句的，前句說廣告商有時會用一句免責聲明來平衡他們的誇張說法，然後就說比如blabla，所以這個修辭點應該是一則免責聲明，所以答案是A，只有有了早飯這個麥片纔有營養。
5.這道EXCEPT題用正選法明顯更快。以disclaimer做關鍵詞定位至第五句，答案A和B在第五句出現，都正確，不選;答案D在第七句(however句)中出現，所以正確，不選;C答案原文沒說，錯，選C。
6.adept熟練的，老練的，所以答案B的skillful正確。原句說孩子的想象力很強，使用童話會使他們的想法實現，但他們不夠怎麼樣來分辨出所看到的東西是假的，分析不清楚看答案，D好奇明顯反，因爲前文說孩子想象力強，所以應該好奇;至於A負責任和C耐心原文都沒有相關線索，所以是不夠熟練，答案是B。
7.以uncertainty做關鍵詞定位至倒數第二句，說我們不確定孩子能不能分清廣告中看到的東西是真的還是假的，所以答案是A。B的other techniques，C的commonly和D的lack fantasy原文都沒說。
8.原句的結構就是rational的少，不rational的多，所以答案明顯是C。A的emotional immaturity原文沒說;B的謂語limit是偷換，而且也沒有將兩者比較;D同樣有說到limit，這是原文沒有的，所以錯。
9.attribute特色，特徵，所以答案D正確。原句說生產商希望名人所擁有的正面什麼能夠延伸到產品當中，使人們自然地將名人和產品聯繫到一起，猜測是正面形象或者正面性格特徵，所以答案是D。A的evaluation評價是別人給的;B的attitude態度必須是面對某件事或者某個人纔有的，不能單獨提具有的正面態度;C的行動原文沒有具體對應的行動，所以也不選。
10.修辭目的題，修辭點所在的句子只是單純在說一個例子，而且包含一個for example，明顯是爲了證明前一句的，前句介紹了一個新概念叫做host selling的，所以答案是A，介紹什麼是host selling。因爲前句說host selling使孩子難以區分真實的電視節目和廣告，所以是misleading，選A。
11.credible可信的，想想credit card信用卡
，所以cred跟信有關，所以答案是believable。原句說孩子們認爲做麥片廣告的那個人通常應該更瞭解麥片，並且把他們作爲什麼樣的信息來源。前面都說了孩子認爲那些人更瞭解麥片，也就是信任他們，所以believable正確。helpful和valuable帶進去似乎都正確，但一是兩個都跟信無關，二是兩個詞本身意思接近，都不選。
13.此題是一道不典型的插入句子題。按通常的做法，有another的都不應該插入第一點，因爲前文應該有一個後面纔有另一個，但這道題答案是A。這道題只找fantasy或者children都不行，所以找influence children，與第一句的mislead young audience同義重合，所以A或者B可能正確，但待插入句提到了一個概念fantasy，所以應該先提出概念，B錯。
14.children選項對應原文第二段第一句，B正確。
although選項對應原文第四段，C正確。
studies選項原文沒說，D不選。
the use選項對應原文第三段第一句和倒數第二句，E正確。
very young選項原文沒說，F不選。
advertisement選項原文沒說，A不選。
託福閱讀譯文
【1】兒童信任媒體中的商業廣告，可是廣告商們有時會因利用這種信任常常受到指責。調控英國電視廣告的獨立電視委員會批評廣告商們的誤導作用——有意或無意地給人一種錯誤印象,努力控制廣告商們利用技巧，因爲技術處理之後的廣告會使得兒童很難判斷玩具的真實尺寸、功能、外觀和構造。
【2】人們普遍擔心廣告商誇大其詞的誤導策略。消費者保護組織和家長們認爲大部分孩子不具備識別這種手段的能力，而且他們認爲這種誇大其詞掩蓋了相關產品信息。聲稱產品 “最好”或“好於其他產品”都是主觀性強且容易產生誤導即使是成年人可能也很難判別。廣告語代表了廣告商們對他們產品或品牌的看法，因此，這很難驗證。廣告商有時會通過補償或者免責的形式來平衡誇大的說辭。舉個例子，稱早餐食用穀物食品對健康是有益的廣告可能會附帶一個免責聲明“前提是早餐營養要均衡”。然而，研究發現兒童很難理解這類免責聲明：兒童會將“前提是早餐營養要均衡”理解爲穀類食物是均衡早餐營養的必需成份。作者George Comstock指出，六到八歲的兒童中能夠理解大多數玩具廣告的免責聲明的不到四分之一。同時他也指出，如果免責聲明以聲音和視覺的形式同時呈現時就容易被理解。然而，它們多是以聲音的形式出現。
【3】虛構是廣告中常見的一種手段，很容易誤導年輕觀衆。跟面向成人的廣告相比，面向兒童的廣告更有可能包含魔幻和虛構成分。通過分析加拿大的電視內容，作家Stephen kline注意到幾乎所有的角色扮演玩具的商業廣告都是以虛構效果呈現。兒童有着豐富的想象力，虛構手段將他們的想法帶入生活，但兒童可能無法認識到他們所看到的並不真實。虛構的情景和環境常常用於吸引兒童的注意，特別是食物廣告。多年以來，穀類早餐的廣告尤其鍾愛虛構手段，十有八九都包含虛構內容。一般來看，幼童是否能夠區別廣告中的虛構和現實部分仍然不能確定。當然，可以確定的是，由於大部分廣告都採取情感吸引產生精神共鳴的手段，面向兒童的廣告中理性吸引就顯得很受限制。
【4】名人代言在廣告中非常普遍，如歌星和電影明星。目的是將人們對名人的正面態度轉化爲對廣告產品的評價，使兩者在觀衆的腦海中自動產生聯繫。在兒童廣告中，“名人”通常是流行卡通片中的卡通人物。在過去幾年裏，兒童廣告中名人的作用常常與“主角”銷售理念混爲一談。“主角”銷售混合了常規廣告，因此兩者很難區分。舉例來說，當關於一個卡通獅子的兒童節目中出現一則廣告，而這則廣告中是同一個卡通獅子在兜售穀類早餐的話，這就屬於“主角”銷售。心理學家Dale Kunkel指出，“主角”銷售大大降低了兒童辨別廣告和節目內容的能力。人們還發現，年齡較大的兒童對“主角”銷售的廣告更爲認可。
【5】至於名人代言廣告並不涉及“主角”銷售，證據是複雜的。研究員Charles Atkin發現，兒童認爲卡通人物對廣告中的穀類早餐非常瞭解，並且認爲它們是營養信息的可靠來源。這一發現對沉溺電視的觀衆來說是一種警示。除此以外，名人代言的產品兒童也會非常認同。然而，對香港兒童的研究發現，如果兒童不喜歡廣告中的名人，那麼他代言的廣告可能反而在兒童中產生負面影響。
託福閱讀TPO14(試題+答案+譯文)第1篇:兒童與廣告
