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新东方在线英语四级频道为大家整理了英语四级阅读题型讲解,希望对大家备考英语四级有帮助。
Passage 1
Amtrak (美国铁路客运公司)was experfcnting adownswing in in ridership along the lines comprisingits rail system. Of major concern to Amtrak and itsadvertising agency DDB Needham, were the long-distance western routes where ridersHip had beendeclining significantly.
At one time, trains were the only practical way1 to cross the vast areas 6f the west. Trainswere fast,very luxurious, and quite convenient compared to other forms of transportationexisting at the time. However, times change and the automobile became Amisrica^s Standardof convenience. Also? air travel had easily established itself as the fastest method oftraveling great distances. Therefore,the task for DDB Needham was to encourage consumersto consider other aspects of train travel in order to change their attitudes and increase thelikelihood that trains would be considered for travel in the west.
Two portions of the total market were targeted: 1) anxious fliers~those concerned withsafety, relaxation,and cleanliness and 2) travel-lovers^those viewing themselves asrelaxed, casual,and interested in the travel experience as part of their vacation. The agencythen developed a campaigri that focused on travel experiences such as freedom,escape,relaxation, and enjoyment of the great western outdoors. It stressed experiences gained byusing the trains and portrayed western train trips as wonderful adventures.
Advertisements showed pictures of the beautiful scenery that could be enjoyed along some ofthe 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 showsand programs involving nature and America in order to most effectively reach targetaudiences. Results were impressive. The Empire Builder,which was focused on in one ad. enjoyed a 15 percent increase in profits on its Chicago to Seattle route.
What’s the author’s purpose in writing this passage?
A. To show the inability of trains to compete with planes with respect to speed andconvenience.
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 communication in changing consumerattitudes.
D 简单分析一下文章结构:开头提出问题,进而剖析原因,最后解决问题。问题是如何解决的? 文章通过所述事例来说明“有说服力的传播对改变消费者观念有着重要作用”的道理。D项正确。
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