2013年英语四级阅读试题及答案5

　　Passage Three

　　Amtrak(美国铁路客运公司)was experiencing a downswing in riders hip (客运量)along the lines comprising its rail system.Of major concern t o Amtrak and its advertising agency DDB Needham，were the long - distance wester n routes where ridership had been declining significantly.

　　At one time，trains w ere the only practical way to cross the vast areas of the west.Trains were fast，very luxurious，and quite convenient compared to other forms of transportation existing at the time.However，times change and the automobile became America's standard of convenience.Also，air travel had easily established itself as the fastest method of traveling great distances .Therefore，the task for DDB Needham was to encourage consumers to consider other aspects of train travel in order t o change their attitudes and increase the likelihood that trains would be considered for travel in the west.

　　Two portions of the total market were targeted: 1) anxious fliers - those concerned with safety，relaxation，and cleanliness and 2) travel - lovers - those viewing themselves as relaxed，casual，and interested in the travel experience as part of their vacation.The agency then developed a campaign that focused on travel experiences such as freedom，escape，relaxation，and enjoyment of the great western outdoors.It stressed experiences gained by u sing the trains and portrayed western train trips as wonderful adventures.

　　Advertisements showed pictures of the beautiful scenery that could be enjoyed along s ome of the more famous western routes and emphasized the romantic names of some of these trains(Empire Builder，etc.).These ads were strategically placed among family - oriented TV shows and programs involving nature and America in order t o most effectively reach target audiences. Results were impressive. The Empire Builder.Which was focused on in one ad.enjoyed a 15 percent increase in profits on its Chicago to Seattle route.

　　31. What's the author's purpose in writing this passage?

　　A) To show the inability of trains to compete with planes with respect to speed

　　and convenience.

　　B) To stress the influence of the automobile on America's standard of convenience.

　　C) To emphasize the function of travel agencies in market promotion.

　　D) To illustrate the important role of persuasive communication in changing consumer attitudes.

　　[答案及分析]：[D]通读全文可知作者写这篇文章的实际目的是;以美国铁路客运公司的广告代理商的成功经验为例，指出如何通过有针对性的、有技巧的广告战来说服消费者，以提高利润。

　　32. It can be inferred from the passage that the drop in Amtrak ridership was due to

　　the fact that ______ .

　　A) trains were not suitable for short distance passenger transportation

　　B) trains were not the fastest and most convenient form of transportation

　　C) trains were not as fast and convenient as they used to be

　　D) trains could not compete with planes in terms of luxury and convenience

　　[答案及分析]：[B]文章第二段具体讲了铁路客运量下降的原因，主要是两点：一是汽车成为美国最方便的交通工具;二是航空成为远距离旅行最快捷的方式。在这两方面铁路都较为逊色。

　　33. To encourage consumers to travel by train，DDB Needham emphasized ______ .

　　A) the freedom and convenience provided on trains

　　B) the practical aspects of travel

　　C) the adventurous aspects of train trips

　　D) the safety and cleanliness of train trips

　　[答案及分析]：[D]尼德汉广告公司在鼓励人们在乘座火车时，把市场重点放在两种人身上：①为了安全、清洁等原因不愿意坐飞机的人;②把乘火车旅行作为休假一部分的旅游爱好者。因此，答案D是该公司所强调的一部分内容。

　　34. The train ads were placed among family - oriented TV programs involving nature

　　and America because ______ .

　　A) they could focus on meaningful travel experiences

　　B) they could increase the effectiveness of the TV programs

　　C) their profits could be increased by some 15 percent

　　D) most travel - lovers and nervous fliers were believed to be among the audiences

　　[答案及分析]：[D]本文最后一段的第二句话说：火车广告被放在以家庭为对象的电视节目里，目的是为了能够最有效的把信息传递经市场目标，及上述的两种人。

　　35. According to the passage，the Empire Builder enjoyed an increase in ridership and profits because ______ .

　　A) the attractiveness of its name and route was effectively advertised

　　B) it provided an exciting travel experience

　　C) its passengers could enjoy the great western outdoors

　　D) it was widely advertised in newspapers and magazines in Chicago and Seattle

　　[答案及分析]：[A]文章最后一段分析了“王国建筑者”大大提高铁路客运量的原因，有两点：一是它有能吸引乘客的浪漫的名字;二是它是市场目标中得到有效的推广。