2023復(fù)習(xí)正在如火如荼的進(jìn)行中，考研專家建議可以按考研題型分別進(jìn)行重點復(fù)習(xí)，是考研英語中分值最高的，在線小編特地整理了2023理解模擬試題供大家模擬練習(xí)，希望大家認(rèn)真做題，錯題著重看解析及譯文，經(jīng)過練習(xí)閱讀理解能力必能有所提高。 　　十四、廣告業(yè)是美國經(jīng)濟(jì)的晴雨表 　　When Rupert Murdoch sees beams of light in the American advertising market, it is not necessarily time to reach for the sunglasses. Last October, when the impact of September 11th was only beginning to tell, the boss of NewsCorp, a media group, had already identified strong rays of sunshine. With ad sales still languishing, Mr Murdoch declared last month that there are some hints of a modest upswing in the US advertising markets. His early optimism turned out to be misplaced. Now, however, other industry observers are beginning to agree with him. 　　Advertising usually exaggerates the economic cycle: falling sharply and early in a downturn, and rebounding strongly once the economy has begun to recover. This is because most managers prefer to trim their ad budgets rather than their payrolls, and restore such spending only once they feel sure that things are looking up. Last year, Americas ad market shrank by 9.8%, according to CMR, a research firm. Although ad spending has not yet recovered across all media, some analysts now expect overall ad spending to start to grow in the third quarter. 　　The signs of improvement are patchy, however. Ad spending on radio and television seems to be inching upadvertising on American national radio was up 2% in January on the same period last year, according to Aegiswhile spending on magazines and newspapers is still weak. Even within any one market, there are huge differences; just pick up a copy of one of the now-slimline high-tech magazines that once bulged with ads, and compare it with the hefty celebrity or womens titles. Advertisers in some categories, such as the travel industry, are still reluctant to buy space or airtime, while others, such as the car and movie businesses, have been bolder. The winter Olympics, held last month in Salt Lake City, has also distorted the spending on broadcast advertising in the first quarter. 　　Nonetheless, there is an underlying pattern. One measure is the booking of ad spots for national brands on local television. By early March, according to Mr Westerfields analysis, such bookings were growing fast across eight out of the top ten advertising sectors, led by the financial and motor industries. UBS Warburg now expects the upfront market, which starts in May when advertisers book advance ad spots on the TV networks for the new season in September, to be up 4% on last year. On some estimates, even online advertising could pick up by the end of the year. 　　1. What does the author mean by it is not necessarily time to reach for the sunglasses ? 　　[A] The sunshine is not terribly strong. [B] It is not good time to develop advertising. 　　[C] There is no need to worry about economy now. [D] The real economic recovery has yet to take place. 　　2. Mr. Murdochs early market estimation was _____. 　　[A] exaggerating the situation [B] being too cautious 　　[C] underestimating the development [D] probably describing the reality 　　3. Which of the following is true according to the text? 　　[A] Advertising is a sensitive marker of economic change. [B] Managers will first cut salary during economic downturn. 　　[C] CMR was wrong about last years U.S. ad market. [D] Advertising spending has started overall growing. 　　4. Signs of improvement are visible in the advertising of _____. 　　[A] high-tech magazines and sports industry [B] celebrity magazines and travel industry 　　[C] womens magazines and car industry [D] movie industry and high-tech magazines 　　5. What is the authors view of the prospect of U.S. advertising market? 　　[A] Recovery will be slow but sure. [B] There will be a big jump. 　　[C] Patchy improvement will occur. [D] The situation will remain pessimistic. 　　答案：1.D 2.D 3.A 4.C 5.A 　　核心詞匯與超綱詞匯 　　languish憔悴，凋萎，衰退 　　misplaced給錯對象的;不適宜的，如~ confidence/optimism/fear不應(yīng)有的信心/樂觀精神/恐懼 　　patchy零散的，散落的，分布不均的;不完整的，參差不齊的 　　inch謹(jǐn)慎移動 　　slimline式樣小巧的;薄型的;低糖的 　　bulge充滿，塞滿;凸出，鼓脹 　　heft重的，異常大的，肌肉發(fā)達(dá)的 　　title標(biāo)題，題目;一種，一本;稱號，頭銜，職稱;冠軍 　　distort使變形，扭曲，使失真;歪曲，曲解 　　spot某演員的固定節(jié)目，某類節(jié)目的固定攔目，如a guest/solo ~嘉賓/獨唱節(jié)目 　　全文翻譯 　　當(dāng)魯珀特.默多克看到美國廣告市場上反彈的光芒時，那光線還不夠刺眼。去年十月，當(dāng)9.11事件的影響剛剛開始顯現(xiàn)出來時，這位資訊集團(tuán)的老總就已經(jīng)認(rèn)為是強(qiáng)烈的陽光了。隨著廣告銷售的衰退，魯珀特.默多克先生上個月宣布美國廣告市場有中度復(fù)蘇的跡象。他先前看來是過于樂觀了。然而，現(xiàn)在其他業(yè)內(nèi)觀察員卻開始認(rèn)同他的觀點。 　　廣告業(yè)的行情通常放大這樣的經(jīng)濟(jì)規(guī)律：廣告業(yè)在經(jīng)濟(jì)不景氣的初期就明顯下滑，一旦經(jīng)濟(jì)開始復(fù)蘇就立刻反彈。這是因為經(jīng)濟(jì)不景氣時，絕大多數(shù)企業(yè)主都寧愿削減廣告開支而不愿意減薪，一旦感覺到經(jīng)濟(jì)形勢有所回升他們就立刻又重新投入這些廣告費用。根據(jù)美蘭德媒體調(diào)查顯示，去年美國的廣告市場萎縮了9.8%。雖然廣告費用的上升還沒有在所有媒體中體現(xiàn)出來，但根據(jù)一些分析家的預(yù)測，今年第三季度廣告費會全面上升。 　　然而，這些好轉(zhuǎn)的跡象并不平衡。廣播和電視廣告費似乎在緩慢地上升根據(jù)安吉斯的報道，美國國家廣播的廣告收入在二月份比去年同期上漲了2%而報刊雜志的廣告費依然很少。當(dāng)然，即使在同一個行業(yè)里，也會有巨大的差異。比如拿一本曾經(jīng)充斥著各種廣告而現(xiàn)在顯得很小巧的高科技雜志，與名人或女性娛樂雜志相比。廣告主仍然不愿意在有些欄目如旅游欄目中買斷版面或播放時間，而對汽車和電影這樣的欄目卻從不猶豫。上個月在鹽湖城舉辦的冬奧會，也使第一季度的廣播廣告投資出現(xiàn)了異常的增多。 　　然而，這里存在著潛在的市場變化。一種是在地方電視臺預(yù)定全國名牌的廣告欄目。根據(jù)威斯特弗爾德先生的分析，三月初，前十名廣告時段中有八個的預(yù)定正迅速增長，以金融和汽車業(yè)投資最多。UBS Warburg現(xiàn)在寄希望于前瞻市場，它會在5月啟動，那時廣告主們正開始為九月份開始的新季度預(yù)訂廣告欄目，預(yù)計比去年增長4%。根據(jù)一些預(yù)測，網(wǎng)絡(luò)廣告到年底也會有起色。

　　2023復(fù)習(xí)正在如火如荼的進(jìn)行中，考研專家建議可以按考研題型分別進(jìn)行重點復(fù)習(xí)，是考研英語中分值最高的，在線小編特地整理了2023理解模擬試題供大家模擬練習(xí)，希望大家認(rèn)真做題，錯題著重看解析及譯文，經(jīng)過練習(xí)閱讀理解能力必能有所提高。 　　十四、廣告業(yè)是美國經(jīng)濟(jì)的晴雨表 　　When Rupert Murdoch sees beams of light in the American advertising market, it is not necessarily time to reach for the sunglasses. Last October, when the impact of September 11th was only beginning to tell, the boss of NewsCorp, a media group, had already identified strong rays of sunshine. With ad sales still languishing, Mr Murdoch declared last month that there are some hints of a modest upswing in the US advertising markets. His early optimism turned out to be misplaced. Now, however, other industry observers are beginning to agree with him. 　　Advertising usually exaggerates the economic cycle: falling sharply and early in a downturn, and rebounding strongly once the economy has begun to recover. This is because most managers prefer to trim their ad budgets rather than their payrolls, and restore such spending only once they feel sure that things are looking up. Last year, Americas ad market shrank by 9.8%, according to CMR, a research firm. Although ad spending has not yet recovered across all media, some analysts now expect overall ad spending to start to grow in the third quarter. 　　The signs of improvement are patchy, however. Ad spending on radio and television seems to be inching upadvertising on American national radio was up 2% in January on the same period last year, according to Aegiswhile spending on magazines and newspapers is still weak. Even within any one market, there are huge differences; just pick up a copy of one of the now-slimline high-tech magazines that once bulged with ads, and compare it with the hefty celebrity or womens titles. Advertisers in some categories, such as the travel industry, are still reluctant to buy space or airtime, while others, such as the car and movie businesses, have been bolder. The winter Olympics, held last month in Salt Lake City, has also distorted the spending on broadcast advertising in the first quarter. 　　Nonetheless, there is an underlying pattern. One measure is the booking of ad spots for national brands on local television. By early March, according to Mr Westerfields analysis, such bookings were growing fast across eight out of the top ten advertising sectors, led by the financial and motor industries. UBS Warburg now expects the upfront market, which starts in May when advertisers book advance ad spots on the TV networks for the new season in September, to be up 4% on last year. On some estimates, even online advertising could pick up by the end of the year. 　　1. What does the author mean by it is not necessarily time to reach for the sunglasses ? 　　[A] The sunshine is not terribly strong. [B] It is not good time to develop advertising. 　　[C] There is no need to worry about economy now. [D] The real economic recovery has yet to take place. 　　2. Mr. Murdochs early market estimation was _____. 　　[A] exaggerating the situation [B] being too cautious 　　[C] underestimating the development [D] probably describing the reality 　　3. Which of the following is true according to the text? 　　[A] Advertising is a sensitive marker of economic change. [B] Managers will first cut salary during economic downturn. 　　[C] CMR was wrong about last years U.S. ad market. [D] Advertising spending has started overall growing. 　　4. Signs of improvement are visible in the advertising of _____. 　　[A] high-tech magazines and sports industry [B] celebrity magazines and travel industry 　　[C] womens magazines and car industry [D] movie industry and high-tech magazines 　　5. What is the authors view of the prospect of U.S. advertising market? 　　[A] Recovery will be slow but sure. [B] There will be a big jump. 　　[C] Patchy improvement will occur. [D] The situation will remain pessimistic. 　　答案：1.D 2.D 3.A 4.C 5.A 　　核心詞匯與超綱詞匯 　　languish憔悴，凋萎，衰退 　　misplaced給錯對象的;不適宜的，如~ confidence/optimism/fear不應(yīng)有的信心/樂觀精神/恐懼 　　patchy零散的，散落的，分布不均的;不完整的，參差不齊的 　　inch謹(jǐn)慎移動 　　slimline式樣小巧的;薄型的;低糖的 　　bulge充滿，塞滿;凸出，鼓脹 　　heft重的，異常大的，肌肉發(fā)達(dá)的 　　title標(biāo)題，題目;一種，一本;稱號，頭銜，職稱;冠軍 　　distort使變形，扭曲，使失真;歪曲，曲解 　　spot某演員的固定節(jié)目，某類節(jié)目的固定攔目，如a guest/solo ~嘉賓/獨唱節(jié)目 　　全文翻譯 　　當(dāng)魯珀特.默多克看到美國廣告市場上反彈的光芒時，那光線還不夠刺眼。去年十月，當(dāng)9.11事件的影響剛剛開始顯現(xiàn)出來時，這位資訊集團(tuán)的老總就已經(jīng)認(rèn)為是強(qiáng)烈的陽光了。隨著廣告銷售的衰退，魯珀特.默多克先生上個月宣布美國廣告市場有中度復(fù)蘇的跡象。他先前看來是過于樂觀了。然而，現(xiàn)在其他業(yè)內(nèi)觀察員卻開始認(rèn)同他的觀點。 　　廣告業(yè)的行情通常放大這樣的經(jīng)濟(jì)規(guī)律：廣告業(yè)在經(jīng)濟(jì)不景氣的初期就明顯下滑，一旦經(jīng)濟(jì)開始復(fù)蘇就立刻反彈。這是因為經(jīng)濟(jì)不景氣時，絕大多數(shù)企業(yè)主都寧愿削減廣告開支而不愿意減薪，一旦感覺到經(jīng)濟(jì)形勢有所回升他們就立刻又重新投入這些廣告費用。根據(jù)美蘭德媒體調(diào)查顯示，去年美國的廣告市場萎縮了9.8%。雖然廣告費用的上升還沒有在所有媒體中體現(xiàn)出來，但根據(jù)一些分析家的預(yù)測，今年第三季度廣告費會全面上升。 　　然而，這些好轉(zhuǎn)的跡象并不平衡。廣播和電視廣告費似乎在緩慢地上升根據(jù)安吉斯的報道，美國國家廣播的廣告收入在二月份比去年同期上漲了2%而報刊雜志的廣告費依然很少。當(dāng)然，即使在同一個行業(yè)里，也會有巨大的差異。比如拿一本曾經(jīng)充斥著各種廣告而現(xiàn)在顯得很小巧的高科技雜志，與名人或女性娛樂雜志相比。廣告主仍然不愿意在有些欄目如旅游欄目中買斷版面或播放時間，而對汽車和電影這樣的欄目卻從不猶豫。上個月在鹽湖城舉辦的冬奧會，也使第一季度的廣播廣告投資出現(xiàn)了異常的增多。 　　然而，這里存在著潛在的市場變化。一種是在地方電視臺預(yù)定全國名牌的廣告欄目。根據(jù)威斯特弗爾德先生的分析，三月初，前十名廣告時段中有八個的預(yù)定正迅速增長，以金融和汽車業(yè)投資最多。UBS Warburg現(xiàn)在寄希望于前瞻市場，它會在5月啟動，那時廣告主們正開始為九月份開始的新季度預(yù)訂廣告欄目，預(yù)計比去年增長4%。根據(jù)一些預(yù)測，網(wǎng)絡(luò)廣告到年底也會有起色。