2011公共英语二级阅读理解训练：Media

    下面是公共英语二级阅读理解训练，育路教育网特别为您搜集整理，内容如下：

A

　　Advertising is the key to the success of any business. To ensure a long and lasting success, a business must advertise in some way.

　　It has been said that the best form of advertising is word of mouth advertising. It’s free and most people believe it. Usually, word of mouth advertising comes from satisfied customers that wish to share their experience with their friends, family and coworkers about a product, and in turn new customers come to the business.

　　While word of mouth is a wonderful and free way to advertise, it isn’t the "be all end all" of advertising. Advertising on television, radio, and printing is still a very effective advertising method, but the method is quite expensive and not suitable for the small businesses.

　　A more economical but effective way is to advertise online. The Internet is such an important part of daily life that it is hard not to advertise on it. The number of ways to advertise online is endless. There are several types of e-mail marketing campaigns1, like link advertising and web-sites. Now, e-mail marketing campaigns are more popular than traditional postal mail marketing, which is slow and ineffective.

　　Many business owners use strategic2 networking to advertise their businesses. It’s a way for business owners to meet each other, get the word out about their companies, and even to enlarge their busi-ness fields.

　　One new kind of successful advertising is through social networking. It’s much like strategic networking in that it’s usually free and done by meeting and discussing products. However, social networking is done through modern media, such as websites, blogs, and the Internet. Both of them are highly effective.

　　Whichever method of advertising is used, a business must use long-time advertising campaigns to keep itself successful.

　　Notes:
　　1. campaign n. (商业性)活动
　　2. strategic adj.战略的

　　1. Unlike advertising on television, radio, and print media, word of mouth advertising is _____.

　　A. effective but expensive for a small business

　　B. one of the newest ways to get the word out about a company

　　C. free of charge and people believe it more

　　D. economical but ineffective for a product

　　2. Advertising on television, radio, and printed media is similar because _____.

　　A. it is effective and suitable for all businesses

　　B. it is expensive but have little effect

　　C. it attracts many traditional customers to a business

　　D. it is expensive and not suitable for small businesses

　　3. Why do we say that e-mail marketing is different from postal mail marketing?

　　A. E-mail is slow but effective.

　　B. E-mail is cheap and varied.

　　C. E-mail is fast and popular.

　　D. E-mail is expensive but effective.

　　4. Which of the following is NOT a similarity between social networking and strategic networking?

　　A. Business fields can be enlarged.

　　B. Business owners meet together to discuss products.

　　C. Both of them are usually free of charge and effective.

　　D. Neither of them is suitable for a small business.

B

　　Let’s have a close look at print media and online media:

　　1. Costs: Online publishing costs are much lower than printing costs. With newer technologies, the online publishing costs will keep going down and the cost of labor is far lower too. For example, a printing unit needs many technicians to produce a newspaper. An online publishing unit, on the other hand, doesn’t need even 1% of the workforce that a printing unit requires.

　　2. Distribution1: Once an online publisher owns a serverspace2, all he needs are a programmer and a designer to upload things. There are no printing costs. But normally, a publisher asks a Web company to improve his site and this costs money. Newspapers pay their distributors or they set up a separate distribution department.

　　3. Editing: Editing is very easy for online publishing. Once a mistake is noticed, a correction can be made easily within minutes, but for a printed article, once it is printed, correcting it is impossible —you would need to reprint it.

　　4. Time: Print publishing takes a long time, while online publishing is fast and depends on the publisher’s Web team. News can be uploaded immediately as it happens.

　　5. Audience Preferences: People are used to the printed words and it’s going to take time for them to make online media a "habit", but experts feel that it’s just a matter of time before online media overtakes the print media.

　　6. Profits: Up to now, print publishing makes more money than online publishing. This is due to people’s habits. However, it is just a matter of time be-fore large profits start rolling in for the online publishers.

　　Notes:
　　1. distribution n.经销
　　2. server space服务器空间

　　1. Which of the following can NOT be regarded as a difference between online media and print media?

　　A. The cost of labor is lower for online media than it is for print media.

　　B. Print media takes longer to publish than online media.

　　C. A mistake is easily corrected with online media.

　　D. Online media gets more money than print media now.

　　2. The major difference between online articles and printed articles is that _____.

　　A. the correction of printed articles takesa long time

　　B. the printed articles can’t be corrected once they’re printed

　　C. the online articles are error-free and don’t need any correction

　　D. the correction of online articles is done by a programmer

　　3. People’s preferences towards online media and print media are different be-cause _____.

　　A. people are used to the printed words

　　B. people have a habit of reading online publications

　　C. people think that online publishing will change their lives

　　D. people don’t like to read newspapers and books

　　阅读新题型

Printed Books VSE-Books

　　Nowadays more and more people read e-books. Digital1 books are cheaper to publish, and they can save many forests. If they turn textbooks into e-books, students do not have to buy heavy and expensive textbooks. They can instead just carry small laptops2 or just read the books from any school computer.

　　Surely both printed books and e-books have advantages. Printed books are easy to read and you can read them anywhere you want and in any position. You can lie on a sofa and read, or lie on your bed and read (though it’s not good for your eyes). E-books are cheap and easy to get. They also save a lot of room. Searching through e-books is much easier than through printed books, if you want to find a certain top-ic or something else. E-books can be more attractive if they are made multimedia3, leaving printed books far behind.

　　Some people, however, don’t like to keep looking at a screen when they are reading a novel. Not only does it make their eyes very tired, it also doesn’t feel the same. They love the weight and even the smell of books (new books in particular). That is to say, reading e-books cannot fully match the enjoyment and feel of reading printed books. Additionally, e-books are not for people who are com-puter illiterate, or who do not fully under-stand computers.

　　Notes:
　　1. digital adj.数字的
　　2. laptop n.便携式电脑
　　3. multimedia adj.使用多媒体的

　　Fill in the table with proper words.

　　参考答案：

　　A 1-4 C D C D

　　B 1-3 D B A

　　阅读新题型

　　1. Expensive

　　2. Save forests

　　3. Searching

　　4. smell

　　5. computer illiterate