Unit 4, Book 1,2007年8月8日，学生用书（周健敏）(2)

《新视野大学英语综合技能训练》 Students’ Book Unit 4, Book 1

Passage One

Questions 1 to 5 are based on the following passage.

Then a challenger loomed on the horizon. Nike founder Phillip Hampson Knight had believed that it was enough to make high-quality, low-cost shoes and have leading athletes endorse them for the sales to roll in. But this was not sufficient when rival shoes manufacturer Reebok began to present shoes as a fashion symbol for the trendy people who exercised regularly at health gyms.

People began to see Reebok shoes as “cool” and the trendy thing to wear, while Nike was left with the more rugged image associated with tough sports stars. As a result, Nike’s sales dropped sharply. Knight had to look urgently for a way to prop up the Nike image.

He called in an unknown but imaginative advertising agency, Weiden & Kenny. To give Nike a new image, the agency created commercials and promotional ideas around Michael Jordan. The commercials focused on Jordan as the man whose hard work and fancy shoes enabled him to fly.

Nike advertising campaigns became famous for never pitching the product or even mentioning Nike’s name. They created a mood, an attitude, and then associate the product with that mood. As Weiden and Kenny put it: We don’t set out to make ads. The ultimate goal is to make a connection. In 1996 Advertising Age, an advertising publication gave Nike its Marketer of the Year award for advertising excellence.

The effect of Nike’s well-financed and clearly focused marketing strategies has been that Nike had become the dominant brand in global sports shoe field. 1. What does the word “challenger” (Line 1, Para. 1) refer to? A. Sales difficulty B. Reebok

C. Trendy people D. Leading athletes 2. Why did Nike sales drop sharply?

A. Because Nike shoes are high-quality, low-cost shoes and have only leading athletes endorse them for the sales to roll in.

B. Because of the trendy people who exercised regularly at health gyms. C. Because people regarded Nike as unfashionable. D. Because of Nike founder’s wrong decision.

3. What is the feature of Weiden & Kenny’s marketing strategies for Nike? A. They never pitch the product or even mention Nike’s name.

B. They create a mood, an attitude, and then associate the product with that mood. C. They don’t set out to make ads. The ultimate goal is to make a connection. D. All of the above.

4. The effect of Nike’s marketing strategies is that __________.

A. it accounts for the biggest market share in global sports shoe field B. it has become a famous brand in global sports shoe field C. it won Marketer of the Year award for advertising excellence D. it beats its rival

5. The passage mainly talks about __________. A. the fight between Nike and Reebok

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《新视野大学英语综合技能训练》 Students’ Book Unit 4, Book 1

B. the influence of Phillip Hampson Knight’s decision on the development of Nike C. the influence of excellent advertising on the development of Nike D. Jordan’s importance in the advertisement of Nike

Passage Two

Questions 6 to 10 are based on the following passage.

Exchange a glance with someone, then look away. Do you realize that you have made a statement? Hold the glance for a second longer, and you have made a different statement. Hold it for 3 seconds, and the meaning has changed again. For every social situation, there is a permissible time that you can hold a person’s gaze without being intimate, rude, or aggressive. If you are on an elevator, what gaze time are you permitted? To answer this question, consider what you typically do. You very likely give other passengers a quick glance to size them up and to assure them that you mean no threat. Since being close to another person signals the possibility of interaction. You need to emit a signal telling others you want to be left alone. So you cut off eye contact, what sociologist Erving Goffman (1963) calls “a dimming of the lights”. You look down at the floor, at the indicator lights, anywhere but into another passenger’s eyes. Should you break the rule against staring at a stranger on an elevator, you will make the other person exceedingly uncomfortable, and you are likely to feel a bit strange yourself.

If you hold eye contact for more than 3 seconds, what are you telling another person? Much depends on the person and the situation. For instance, a man and a woman communicate interest in this manner. They typically gaze at each other for about 3 seconds at a time, then drop their eyes down for 3 seconds, before letting their eyes meet again. But if one man gives another man a 3 second plus stare, he signals, “I know you”, “I am interested in you,” or “You look peculiar and I am curious about you.” This type of stare often produces hostile feelings.

6. It can be inferred from the first paragraph that__________. A. every glance has its significance

B. staring at a person is an expression of interest C. a gaze longer than 3 seconds is unacceptable D. a glance conveys more meaning than words

7. If you want to be left alone on an elevator, the best thing to do is __________. A. to look into another passenger’s eyes B. to avoid eye contact with other passengers C. to signal you are not a threat to anyone D. to keep a distance from other passengers

8. By “a dimming of the lights” (Para. 1, Line 9) Erving Goffman means “__________”. A. closing one’s eyes B. turning off the lights

C. ceasing to glance at others

D. reducing gaze time to the minimum

9. If one is looked at by a stranger for too long, he tends to feel __________. A. depressed …… 此处隐藏：6551字，全部文档内容请下载后查看。喜欢就下载吧 ……