2019英语专八模拟试卷及答案（五）

2019英语专八模拟试卷答案

　　PART I LISTENING COMPREHENSION [25 MIN]共25分每小题1分

　　SECTION A MINI-LECTURE(略)15分

　　[00:10.12]TEST FOR ENGLISH MAJORS--GRADE EIGHT

　　[00:13.51]Section A MINI-LECTURE

　　[00:16.97]In this section you will hear a mini-lecture.

　　[00:20.29]You will hear the mini-lecture ONCE ONLY.

　　[00:23.73]While listening to the mini-lecture,

　　[00:25.82]please complete the gap-filling task on ANSWER SHEET ONE

　　[00:30.29]and write NO MORE THAN THREE WORDS for each gap.

　　[00:34.70]Make sure the word(s) you fill in is (are) both grammatically

　　[00:39.23]and semantically acceptable.

　　[00:41.85]You may use the blank sheet for note-taking.

　　[00:45.67]You have THIRTY seconds to preview the gap-filling task.

　　[01:19.89]Now, listen to the mini-lecture.

　　[01:22.30]When it is over, you will be given THREE minutes

　　[01:25.05]to check your work.

　　[01:26.78]Cross Cultural Advertising

　　[01:29.91]Good morning, everyone.

　　[01:31.22]Today, we are going to talk about the role cultures play in advertising,

　　[01:36.14]particularly how cross culture communication can be applied in advertising.

　　[01:42.05]Culture affects everything we do.

　　[01:45.16]This applies to all areas of human life

　　[01:48.77]from personal relationships to conducting business abroad.

　　[01:53.31]When interacting within our native cultures,

　　[01:56.92]culture acts as a framework of understanding.

　　[02:00.46]However, when interacting with different cultures

　　[02:03.95]this framework no longer applies due to cross cultural differences.

　　[02:09.49]Cross cultural communication aims to help minimise

　　[02:13.16]the negative impact of cross cultural differences

　　[02:16.64]through building common frameworks

　　[02:18.63]for people of different cultures to interact within.

　　[02:22.43]In business, cross cultural solutions are applied in areas such as

　　[02:27.42]human resources, team building, foreign trade, negotiations and website design.

　　[02:35.33]Cross cultural communication solutions are also critical to effective

　　[02:40.92]cross cultural advertising.

　　[02:43.53]Services and products are usually designed and marketed at a domestic audience.

　　[02:50.58]When a product is then marketed at an international audience

　　[02:54.50]the same domestic advertising campaign abroad will in most cases be ineffective.

　　[03:01.28]As we all know, the essence of advertising is convincing people

　　[03:05.57]that a product is meant for them.

　　[03:08.33]By purchasing it, they will receive some benefit,

　　[03:11.87]whether it'll be lifestyle, status, convenience or financial.

　　[03:17.47]However, when an advertising campaign is taken abroad

　　[03:21.95]different values and perceptions

　　[03:24.33]as to what enhances status or gives convenience exist.

　　[03:29.25]These differences make the original advertising campaign defunct.

　　[03:34.79]It is therefore critical to any cross cultural advertising campaign

　　[03:39.33]that an understanding of a particular culture is acquired.

　　[03:43.69]I am going to explain the areas of cross cultural differences in advertising

　　[03:48.35]and illustrate my points with a few examples.

　　[03:52.72]First of all, language in cross cultural advertising.

　　[03:57.02]It may seem somewhat obvious to state

　　[03:59.57]that language is key to effective cross cultural advertising.

　　[04:04.17]However, the fact that companies persistently fail to check

　　[04:08.47]linguistic implications of company or product names and slogans

　　[04:13.76]demonstrates that such issues are not being properly addressed.

　　[04:18.55]The advertising world is littered with examples of linguistic cross cultural blunders.

　　[04:25.39]Of the more comical was Ford's introduction of the "Pinto" in Brazil.

　　[04:30.99]After seeing sales fail, they soon realised that this was due to the fact

　　[04:36.00]that Brazilians did not want to be seen driving a car meaning "tiny male genitals".

　　[04:43.09]Language must also be analysed for its cultural suitability.

　　[04:48.00]For example, the slogan employed by the computer games manufacturer, EA Sports,

　　[04:53.98]"Challenge Everything" raises grumbles of disapproval

　　[04:58.02]in religious or hierarchical societies

　　[05:01.81]where harmonious relationships are maintained

　　[05:04.55]through the values of respect and non-confrontation.

　　[05:08.29]It is imperative therefore that language be examined carefully

　　[05:12.77]in any cross cultural advertising campaign.

　　[05:17.31]Second, communication style in cross cultural advertising.

　　[05:21.98]Understanding the way in which other cultures communicate

　　[05:25.96]allows the advertising campaign to speak to the potential customers

　　[05:30.38]in a way they understand and appreciate.

　　[05:33.36]For example, communication styles can be explicit or implicit.

　　[05:39.32]An explicit communicator, like USA,

　　[05:42.49]assumes the listener is unaware of background information

　　[05:46.87]or related issues to the topic of discussion

　　[05:50.04]and therefore provides it themselves.

　　[05:53.03]Implicit communicators, like Japan,

　　[05:55.70]assume the listener is well informed on the subject

　　[05:59.13]and minimises information relayed on the premise

　　[06:02.67]that the listener will understand from implication.

　　[06:06.03]An explicit communicator would find an implicit communication style vague,

　　[06:11.76]whereas an implicit communicator

　　[06:14.06]would find an explicit communication style exaggerated.

　　[06:18.28]That's why we should understand

　　[06:20.27]which communication style your listener is comfortable with

　　[06:24.19]and adjust to each other.

　　[06:26.80]Thirdly, colours, numbers and images in cross cultural advertising.

　　[06:32.96]Even the simplest and most taken for granted aspects of advertising

　　[06:37.25]need to be inspected under a cross cultural microscope.

　　[06:41.36]Colours, numbers, symbols and images do not all translate well across cultures.

　　[06:49.70]In some cultures there are lucky colours, such as red in China

　　[06:54.18]and unlucky colours, such as black in Japan.

　　[06:58.41]Some colours have certain significance;

　　[07:01.71]green is considered a special colour in Islam

　　[07:05.07]and some colours have tribal associations in parts of Africa.

　　[07:09.80]Many hotels in the USA or UK do not have a room 13 or a 13th floor.

　　[07:16.66]Similarly, Nippon Airways in Japan do not have the seat numbers 4 or 9.

　　[07:23.81]If there are numbers with negative connotations abroad,

　　[07:26.93]presenting or packaging products in those numbers when advertising

　　[07:31.71]should be avoided.

　　[07:33.58]Images are also culturally sensitive.

　　[07:37.19]Whereas it is common to see pictures of women in bikinis on advertising posters

　　[07:42.35]on the streets of London,

　　[07:44.16]such images would cause outrage in the Middle East.

　　[07:48.08]With these differences in mind,

　　[07:49.95]we'd better avoid sensitive colours, numbers and images in the advertorials

　　[07:55.42]and try to figure out different meanings of these symbols

　　[07:59.44]perceived by the targeted audience.

　　[08:01.99]To this end, a feasible study is always a good idea

　　[08:05.67]before you launch an advertising campaign.

　　[08:09.66]And this actually brings to my last point.

　　[08:13.39]Cultural values in cross cultural advertising.

　　[08:16.94]When advertising abroad,

　　[08:18.55]the cultural values underpinning the society must be analysed carefully.

　　[08:24.09]Is there a religion that is practised by the majority of the people?

　　[08:28.51]Is the society collectivist or individualist?

　　[08:33.11]Is it family orientated?

　　[08:35.79]Is it hierarchical?

　　[08:37.84]Is there a dominant political or economic ideology?

　　[08:42.39]All of these will impact an advertising campaign if left unexamined.

　　[08:47.99]For example, advertising that focuses on

　　[08:51.12]individual success, independence and stressing the word "I"

　　[08:56.29]would be received negatively in countries

　　[08:58.72]where teamwork is considered a positive quality.

　　[09:02.88]Rebelliousness or lack of respect for authority should always be avoided

　　[09:08.17]in family orientated or hierarchical societies.

　　[09:12.65]By way of conclusion, we can see

　　[09:15.14]that the principles of advertising run through to cross cultural advertising too.

　　[09:20.56]That is — know your market,

　　[09:23.11]what is attractive to them and what their aspirations are.

　　[09:27.46]Cross cultural advertising is simply about using common sense

　　[09:31.76]and analysing how the different elements of an advertising campaign

　　[09:36.05]are impacted by culture

　　[09:38.23]and modifying them to best speak to the target audience.

　　[09:42.90]So that is the cross culture aspect of advertising I would like to talk about today.

　　[09:49.37]In the next lecture, we shall examine the psychological aspect of advertising.

　　[09:55.85]Now you have THREE minutes to check your work.

　　[12:59.38]This is the end of Section A MINI-LECTURE.

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