1999年12月四级真题与谜底
Questions 31 to 35 are based on the following passage:
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，ver，'luxurious，and quite convenient compared to other forms of transportation existing at the time.However，times change and the automolile 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 consid ered for travel in the west.Two portions of the total market were targeted: 1) anxious fliers - those concermed with safety，relaxation，and cleanliness and 2) travel - lovers - those viewing themselves as relaxed，casual，and interested in the travel ecperience 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.Adver tisements 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.Resultswere impressive.The Empire Bu ilder.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 speedand 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 communiation in changing consum-er attitudes.32. It can be inferred from the passage that the drop in Amtrak ridership was due tothe fact that ______ .A) trains were not suitable for short distance passenger transportationB) trains were not the fastest and most convenient form of transportationC) trains were not as fast and convenient as they used to beD) trains could not compete with planes in terms of luxury and convenience33. To encourage consumers to travel by train，DDB Needham emphasized ______ .A) the freedom and convenience provided on trainsB) the practical aspests of travelC) the adventurous aspects of train tripsD) the safety and cleanliness of train trips34. The train ads were placed among family - oriented TV programs involv ing natureand America because ______ .A) they could focus on meaningful travel experiencesB) they could increase the effectiveness of the TV programsC) their profits could be increased by some 15 percentD) most travel - lovers and nervous fliers were believed to be among the audiences35. According to the passage，the Empire Builder enjoyed an increase in ridership andprofits because ______ .A) the attractiveness of its name and route was effectively advertisedB) it provided an exciting travel experienceC) its passengers could enjoy the great western outdoorsD) it was widely advertised in newsITs and magazines in Chicago and Seattle
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