六級下冊英語閱讀與理解
⑴ 英語六級閱讀理解的技巧和方法
英語六級閱讀理解的技巧和方法是擴充詞彙量，熟悉六級閱讀文章常用的語法現象、推理思路和不同考試題目的理解。
4、冊歷注意邏輯關系的運用。邏輯關系分布在文章的句子內部、句與句之間、以及段落之間。
5、特殊信息點在高效閱讀中的運用。所謂「特殊信息點」是指那些很容易在文章中識別的詞彙，諸如，時間，數字，人名，地名，大寫字母，斜體，黑體等形式的語言點。
⑵ 英語六級閱讀理解最快速最准確的解題技巧
基礎不好沒關系的，學好就會提高的 ，可以去網上搜尋一些資料來學習 或跟我一樣沒時間的話才找英語學習中心幫忙規劃，上網方便的話，建議去ABC天丅口語看下.好.咯 親自去體驗下吧~第一，一切都要以真題為主導。就是以我們過去考過的，新六級和新四級真題為主導。因為真題能非常好地告訴我們一個方向，技巧會通過真題，大家可以總結出來。英語六級考試就是考一個表層的信息，即本來這個單詞這樣一個表達意思，那可能到選項里是另外一個單詞來表達，但意思是一樣的。就是說它不需要進行推導的，所以說你為什麼多想就會選錯，因為你選了一個推導項。而事實上只要選擇一個表層信息就可以了。所以大家在做題的過程當中，切記的一點就是，在四、六級閱讀考試當中不要進行推導，更多地只是以文章信息為主導來選擇一個原文的信息或者是同義改寫的信息就可以了。這樣一般就不會選錯了。四、六級閱讀考試以細節題為主導，選擇答案時不要進行推導，更多地只是以文章信息為主導來選擇一個原文的信息或者是同義改寫的信息，以提高選項的正確率。相信很多同學都遇到這樣的問題，明明個選項，排除了A和B，剩下了C和D，該是C的時候總是選的D，那麼原因是這樣的，為什麼我們四、六級考試的時候，你總會感覺這個是對的，但是多想起來就會選錯。原因是四、六級考試主要還是以細節題為主導，所謂的細節題呢就是它考的是文章的一些細節信息，並不對文章的細節做一個引申或是延續。第二，通過題目確定答案所在位置，採取局部定位閱讀法，做到即確准又提高做題速度。我們考試的時候閱讀理解的確是時間不夠，那麼四、六級考試改革後呢，一篇文章只能是分鍾的時間，而通常情況下要讀上一篇00-00字的文章，至少需要大概10分鍾左右。所以說在考試中，四、六級考試說白了就是拼個速度問題。那麼如何能夠更好地去做完這個閱讀，還能做得很准確，閱讀理解的第一步就是什麼，就是先局部去找這個題目答案的位置。通過讀個題目先找到位置，因為你會發現找到這個位置後你會發現，道題目對應了個地方，這個地方並不涵蓋文章100%的信息，可能這個地方只涵蓋0%的信息。你只要把這0%讀懂就可以了。所以為什麼說你要想做快啊，或把題目做准了最主要的問題，首先還是要找對這個題目所對應的位置。也就拿我們的專業術語來說，也就叫定位的問題。就如果你把題目定得越准，當然你做得就越快，那麼答案出來得也就越准確。所以我們很多同學在平時做題時會發現，我文章讀懂了，為什麼題目全錯了？就是因為你會發現就是因為你文章全讀懂之後，你四個選項在文章裡面全部都有體現出來，所以這時候你就不知道該怎麼排除了。但如果你的題目要是定位得很准，你就知道答案就在這個區域當中，所以四個選項你一看，發現有個選項的區別沒有體現，就會知道應該選哪一個。這樣的話就會又快又准了。所以說還是定位為主的。第三，關注語境，整體把握全文。四六級考試中有這樣一種現象：文章讀起來不難，但做起題來感覺難，尤其是類似於「本文推斷、暗示了什麼」這樣的題目。原因是考生感覺理解文章了，但仍停留在表面，沒有透徹理解文章主旨。所以，考生一定要結合上下文語境，全面把握文章的中心思想，在文章整體思想的指導下做題。第四，克服不良的閱讀習慣，採用意群閱讀法：不良的閱讀習慣有（1）母語譯讀，即閱讀時把所讀到的句子逐句翻譯成漢語後再理解，這樣無疑會導致閱讀速度的降低。（）頻繁復讀，即閱讀時一碰到一時未能理解的詞句就多次復讀，直到完全理解為止，這么做既不現實，也沒有必要，因為要做對試題中的問題並不要求對原文有百分之百的理解，而且考試時間也不允許考生這么做。（）默讀或出聲閱讀，不管是否出聲，這兩種閱讀都是在一字一字的閱讀文章，這勢必會影響閱讀速度，而且效果很差。（）指讀，有些人在閱讀時，喜歡用手或筆在文字下方移動，或者是頭、身體等隨著閱讀而擺動，這樣會浪很多的寶貴時間。以上這些都是造成閱讀能力差、速度慢的原因，因此考生應首先克服這些閱讀中常出現的問題，養成良好的閱讀習慣。
⑶ 英語六級閱讀理解該怎麼做
我們老師的方法很好
平時做題時有生詞不要查字典，靠理解
做題時將每道問題涉及的信息點在文中畫出來，再根據問題在文中找到答案，不要答非所問。
去全品高考網
或學科教育網或許對你有幫助
一、題型特點
閱讀理解題其實也可以叫做閱讀理解選擇判斷，因為通常是在一篇文章後有幾個判斷題或幾個選擇題。每個選擇題後有四個選項，其中只有一個是最正確、最符合原文的。這一點非常重要，因為有的選項初看起來好像也對。這幾個選擇題中有考單句理解的，比如給出一個句子，要你選出一個和它意思最接近的句子；有考篇章理解的，比如要你選擇一個最能概括該篇短文的標題；有考單詞或片語理解的，比如要你解釋某個單詞或詞
組的意思；有考計算的，比如火車進站，發車時間，購物金額結算，年齡計算，人數等；有考綜合知識的，比如歷史，地理，人物等。
二、短文題材的類型
題材廣泛，不拘於某一類型。但一般來說卻總會是這樣一些類型：1.短篇故事，時態為一般過去時。2.介紹某種語言和學習方法，用一般現在時。3.人物傳記，時間跨度較大，用一般過去時。4.科普類，用一般現在時。5.議論文，以一般現在時為主。
三、易犯的錯誤及其原因
1.自信心不足，想把每句英語都翻譯成漢語才能讀懂。
2.詞彙量不夠，只好瞎猜，容易望文生義。
3.時間分配不當，往往還沒花足夠的時間閱讀原文，就匆忙答題。4.語法錯誤，主要是對時態轉換、人稱對應、各種從句理解不準確造成的錯誤。
5.粗心，馬虎，看漏，看錯，不檢查。
四、臨場解題技巧
1.合理安排閱讀和解題時間。
2.可以先看題目，再讀文章。帶著問題閱讀文章，目的性更強，而且有時候問題本身具有暗示作用，這樣可以提高准確率，並節省時間。
3.學會找關鍵詞、片語和句子，並注意前文和後文邏輯上的一致性。
4.反過來根據整篇文章的意思猜測個別單詞或片語的含義。
5.選擇時除要注意語法外，還要注意符合生活常識、一般規律、邏輯規律以及中外文化之間的一些差異。
6.注意檢查。如果同學們在平時的訓練中經常注意這些方面的問題，並加以總結，相信同學們一定能順利通過閱讀理解這一關的。
⑷ 怎麼復習英語六級的快速閱讀和閱讀理解
從星火英語網上找的，寫完對你有幫助
2010年大學英語六級閱讀理解題通關秘籍來源
一、六級快速閱讀概況與解題基本方略 首先，是時間的掌握。快速閱讀部分解題時間15分鍾，閱讀理解部分三篇文章共25分鍾，每篇文章平均不能超過8分鍾，占據過長的時間會影響後面題目的解答。 六級的快速閱讀和四級快速閱讀的形式、比例、分值、包括解題方法都
一、六級快速閱讀概況與解題基本方略
首先，是時間的掌握。快速閱讀部分解題時間15分鍾，閱讀理解部分三篇文章共25分鍾，每篇文章平均不能超過8分鍾，占據過長的時間會影響後面題目的解答。
六級的快速閱讀和四級快速閱讀的形式、比例、分值、包括解題方法都很像。一篇六級速讀全長約1000詞至1200詞左右，需要考生在15分鍾內完成，請記住，塗卡時間也是算在這15分鍾之內的。
做題時我們可以採取以下原則：
倒看原則：先看題目，再 「按圖索驥」回到原文中去；
標記原則：數據、年代、地名、人名、組織名、大寫名稱等等經常在題目和原文中互相照應；
注意標題：小標題會成為很多題目層次的分界線，今後的考試中要特別注意。來源：考試大
二、六級精讀解題技巧
六級閱讀包括：快讀閱讀（佔全卷10%），簡短回答（佔全卷5%），精讀（佔全卷20%）。六級精讀共包括兩篇文章，做題時間為20分鍾左右，最多不要超過25分鍾。六級精讀詞彙量大、句子結構復雜，因而准確解答關鍵在於兩點：定位和理解。通常採用的解題方法是：（1）閱讀題干，推斷文章主題；（2）確定題型，找出關鍵詞；（3）瀏覽文章，圈定關鍵詞；（4）理解區域，對比選項。
但為什麼整個文章基本意思都理解了，可是做起題目來還是拿不定選項？
正如我們在課上說的，六級考試閱讀理解部分和四級有一定的區別。雖然對於文章整體把握至關重要，但是在解題中有一點必須要牢記，就是六級閱讀理解的題目遵循兩個原則。一是依次而下的順序出題原則，二是各題專屬各自區域的原則。第一個原則很好理解。主要是第二個原則，考生必須根據題目的關鍵詞確定每個題目的出題區域，題目的答案要從該區域中尋找，這樣可以幫助排除干擾項。
三、閱讀時要明確到底什麼樣的出題形式是主旨題
主旨題的解題方式我們在課上都已講解，主要是參考文章開頭句和文章結尾段，這種情況有時會出現但是在新六級閱讀中很少。雖然答案從何處尋找很多同學都理解，但是對於它的出題形式並不能很好判斷。
主要分成三種出題形式：
1. 直白型：What』s the main idea (central idea)? / What』s the passage mainly about? / The passage focuses primarily on which of the following ……/The major point of this passage is…
2. 變相型：What』s the best title? / What』s the author』s writing purpose?/ The primary purpose of the passage is to…… / The author is primarily concerned with ……
3. 隱含型：The first paragraph talks in detail about… / This passage gives a general description of…
四、弄清六級真題最重要
對於新六級（2006.12 – 2009.6）四套真題，備考同學需要做到：
按照上課講的方法進行練習，從而使做題方法和技巧內化；
做題時間必須嚴格按照考試要求；
每個題目都需要深究，包括錯誤原因，生詞，以及文章相關背景知識；
回顧以往題目，挖掘相類似的文章，總結此類文章出題者的觀點、意圖和套路；
歸納總結真題中常出現的單詞和表達。
⑸ 英語六級閱讀理解技巧有哪些
大部分在備考英語六級的小夥伴對於閱讀理解都有自己帶悄獨特的見解，閱讀理解技巧有哪些呢。以下是由我為大家整理的「英語六級閱讀理解技巧有哪些」，僅供參考，歡迎大家閱讀。
英語六級閱讀理解技巧
做題步驟：
1，掃描題干，找關鍵詞，30秒;2，瀏覽旦行李文章，5分鍾;瀏覽文章時應注意：
A 段落主旨，全文主旨;
B 細節要標號，人物，年代要標注;在some,several,anumber of出現後的句子多為並列句
C 關注文章中的轉折連詞，代詞。把握文章的邏輯結構，轉折處易出題。
3，細節定位，答主旨，態度題;
4，用感覺和技巧排除錯誤選項。
拓展閱讀：英語六級閱讀理解常考詞彙
1.concrete [.k..kri:t]a.實在的，具體的 n.混凝土
2.rotate [r.u.teit]v.(使)旋轉，(使)轉動;(使)輪流
3.contribute [k.n.tribju:t]vi.捐款，貢獻;(to)有助於;投稿 vt.捐獻
4.asset [..set]n.有價值的人(或物)，優點[ pl.]財產
5.retrofit ['retr.fit] v. (飛機等)式樣翻新, 改進 n. 翻新, 改進
6.premium [.pri:mi.m]
n.加付款;贈品; 獎品; 額外補貼, 津貼; 獎金; 酬金a.高級的;售價高的
7.orphan [..:f.n]n.孤兒 vt.使成為孤兒
8.subscription [s.b.skrip..n]n.預訂;預約;捐款
9.linger [.li.g.]vi.逗留，留戀徘徊;繼續存留，緩慢消失
10.ethical ['eθik.l] adj.倫理的, 道德的, 憑處方出售的
11.trigger [.trig.]n.扳機;引起反應的行動 vt.觸發，引起
12.reckon [.rek.n]vt.認為，估計;(on)指望;測算
13.misery [.miz.ri]n.痛苦，苦惱，苦難;悲慘的境遇，貧苦
14.scandal [.sk.ndl]n.醜事，丑聞;流言蜚語;反感，憤慨
15.sentiment [.sentim.nt]n.意見，觀點;感情，情緒
16.subsidy [.s.bsidi]n.津貼，補助金
17.preliminary [pri.limin.ri]a.預備的，初步的 n.[ pl.]初步做法
18.alien [.eili.n]a.外國(人)的;陌生的 n.外國(星)人
19.conservative [k.n.s.:v.tiv]a.保守的，守舊的;傳統的 n.保守的人
20.assertive [..s.:tiv]a.言語果斷的，斷言的
21.insulate [.insjuleit]vt.使絕緣，使隔熱，使隔音;隔離，使隔絕
22.precipitate [pri.sipiteit]vt.促成;使沉澱 n.沉澱物 a.突如其來的
23.criterion [krai.ti.ri.n]n.(批評、判模遲斷等的)標准，准則
24.criteria [krai'ti.ri.] n.標准, 尺度, 准則 名詞criterion的復數形式
⑹ 英語六級考試閱讀理解解題技巧
1.主旨題包括三種題型：中心思想，最佳標題，寫作目的。常見的出題模式為 What's the main idea of this passage? What is the purpose of ……? The best title / the most appropriate title is ……? 雖然題型不同，但解題思路是一致的，方法也是相通的，通常可以採用“重要句解題法”(首段首句、末段末句、二段一句、各段首末句)、“段落大意相加法”、“題干推論法”等。需要注意的是主旨題的設題位置往往是第一題或最後一題 ，而且選項答案通常比較抽象。
2.細節題承載了考試的主要考題，主要考查考生的細致與敏感。主要通過題干關鍵詞的定位尋找文章的對應出題點，然後比較選項得出答案。
3. 推論題的常見模式是What can you infer from this passage? 或What does this passage imply? 推論題的答案往往不是原文某句話的照搬與照抄，而是原文某句話的同義改寫或某幾句話的總結與歸納，與原文一模一樣的答案不能入選。因此了解句子的基本意思，挖掘潛在內涵就是解題的關鍵，至於句子基本意思的理解在第一個境界中已經闡述。
4.猜詞題包括詞彙理解，句子理解和指代理解三種形式。這種題型並不是考查考生的單詞量，而是培養考生能夠利用句子之間的關系以及上下文的聯系推測某個詞、句、代詞的含義。通常解題利用代入法，參考“詞性、 用法、褒貶色彩”三“一致原則”，而往往不選該單詞最基本的意思，深刻或抽象意思才可能是答案。
5. 作者觀點態度題相對比較簡單，通常作者的態度和觀點都會在文章的開頭或結尾呈現，當然不能完全排除作者在通篇文中有觀點轉換的可能，一般來說考生掌握常見的觀點態度詞就行，例如：objective, optimistic, impersonal, neutral, positive等。
英語六級考試閱讀理解解題技巧小編就說到這里了，更多關於英語六級考試的備考技巧，備考干貨，新聞資訊，成績查詢，英語六級准考證列印入口，准考證列印時間等內容，小編會持續更新。祝願各位考生都能認真備考，順利通過考試。
⑺ 2022年下半年英語六級閱讀理解練習題
2022年下半年英語六級考試備考時間已經不多了，還沒有開始准如瞎謹備的考生可以開始准備考試了。英語備考，離不開日常的練習，下面是我為大家准備的2022年下半年英語六級閱讀理解練習題，有在備考六級的考生可以神掘參考一下。
2022年下半年英語六級閱讀理解練習渣基題
閱讀理解（一）
The Last Dinner
Jesus spent his last few hours of liberty quietly in the suburb of Bethany. It was the day of Passover. The Jews observed this feast by eating roast lamb and unleavened bread.
Jesus asked his disciples to go to town and reserve a room in one of the smaller inns and order a dinner that they might all be together.
When evening came， Judas， looking bland and innocent， left the house together with the others. They went down the Mount of Olives and entered the city and found that everything was ready. They took their seats around one long table and began to eat.
But it was not a cheerful meal. They felt the dread of those coming events which already were casting their terrible shadow over the small group of faithful friends.
Jesus spoke very little. The others sat in gloomy silence. At last Peter could stand it no longer， and he blurted out what was in everybody』s mind . 「Master， 」he said，「we want to know. Do you have reason to suspect one of us？」 Softly Jesus answered， 「 Yes. One among you who is now sitting at this table will bring disaster upon us all. 」 Then all the disciples got up and crowded around him. They protested their innocence. At that moment Judas slipped quietly out of the room. They now all knew what was to come. They could no longer remain in that little room. They needed fresh air， and they left the inn and walked out of the gate and went back to the Mount of Olives and opened the wicket to a garden which a friend had told them to use whenever they wished to be alone . It was called Gethsemane ， after an old oil-press which stood in a corner. After a while Jesus walked away from the little group. But three of the disciples who were closest to him， followed at a distance.
He turned around and bade them wait and watch while he prayed.
The time had come for a final decision. Escape was still possible ， but escape would mean a silent confession of guilt and defeat for his ideas.
He was alone among the silent trees and fought his last great battle . He was a man in the fullness of his years. Life still held a great promise. Death， once his enemies captured him， would come in a most terrible form. He made his choice . He stayed. He went back to his friends. And behold！ They were fast asleep . A moment later， the whole garden was in an uproar. Led by Judas， the guards of the Sanhedrin rushed upon the prophet. Judas was at their head. He threw his arms around his master and kissed him. That was the sign for which the soldiers had waited. At that moment， Peter realized what was happening.
閱讀自測
Ⅰ. Welcome to the Eden of animals . According to Chinese ， choose the correct English word： （ bee， rabbit， butterfly， lark， lion， mouse， donkey）
1. Tom always has a lot of things to do. Every time you see him， he is as busy as a ________（ 忙得團團轉） .
2. Although it was an easy problem， I still made a mistake . It really made feel that I was as stupid as a ________（ 蠢如驢） .
3. Cathy is dressed very well and looks as beautiful as a ________（ 像蝴蝶一樣漂亮） .
4. The villagers beat the enemy and lived as merry as a ________（ 非常快活） .
5. Tom and Jerry are twins， but they are quite different. Tom is as timid as a （ 膽小如鼠） while Jerry as bold as a________ （ 莽如雄獅） .
6. After the company went into bankruptcy ________（ 宣告破產） ， he was as poor as a church ________（ 一貧如洗） .
Ⅱ. Can you crack the riddle ？
Have you heard of Sphinx （ 斯芬克司） of Greek mythology？
Sphinx was a monster with the head and breast of a woman， the body of a lion， the wings of a bird， a serpent』s tail and lion』s paws. It had a human voice and usually asked passers-by to guess her riddle. If the man was unable to find the answer， she would eat them. If he could， she would kill herself. The riddle is this： What goes on four feet， on two feet， and three ， but the more feet it goes on， the weaker it be ？
Do you get the answer？ Explain yourself.
閱讀理解（二）
However you view credit cards. it＇s hard to live in the modem world without one. And if you have one， you owe it to yourself to use it properly.
Although credit cards are becoming a more acceptable part of the financial scene， they are still regarded with suspicion by many as being a major part of the ＂live now pay later＂ syndrome. Along with hire purchase， rental and leasing schemes. they provide encouragement to spend more money. They can allow you to pile up debts that you have difficulty paying off， they can also let you spend next month＇s salary today. Of course， it is only the foolhardy who succumb to the temptation to live. temporarily at least， beyond their means. and such people would no doubt manage to do so even without credit cards.
Advertising campaigns have. however， promoted a growing realization of the advantages of these small pieces of plastic. They obviate the need to carry large amounts of cash and are always useful in emergencies. All the credit card organizations charge interest on a monthly basis which may work out as high as 25 per cent a year. yet judicious purchasing using a card can mean that you obtain up to seven weeks interest freecredit. Using me card abroad where items frequently take a long time to be included on your account can extend this period even further.
It is worthwhile shopping around before deciding on a particular credit card. It is necessary to consider the amount of credit granted； interest rates， which may vary slightly； che number and range of outlets， chough most cards cover major garages， hotels. restaurants and departments stores： and of course. what happens if your card is lost or stolen A credit card chief may be sitting on a potential gold mine particularlyif there is delay in reporting the loss of the card.
Using a credit card wisely takes discipline and a little self-control. Once you realize your debt is someone else』s profit margin， your approach to your plastic will change. With a bit of discipline and some practical knowledge， you can make your cards work for you. rather than the other way round. As a matter of fact， a credit card can cost nothing or at least help to tide you over a period of financial difficulty.
people suspect that credit cards lure people to_______________.
author seems to believe that even in the absence of credit cards. some people would undoubtedly_________________.
Para. 3， in addition to the advantages of no need lo carry cash and being useful in emergencies， whatelse is said to be the advantage of credit cards？
is the main idea of Para.4？
5.A credit card user can control himself to take better advantage of credit card if he knows well the truth that____________________.
閱讀理解（三）
Children are getting so fat-they may be the first generation to die before their parents. an expert claimed yesterday. Today＇s youngsters are already falling prey to potential killers such as diabetes because of their weight. Fatty fast-food diets combined with sedentary lifestyles dominated by televisions and computers could mean kids will die tragically young， says Professor Andrew Prentice. from the London School of Hygiene & Tropical Medicine.
At the same time. the shape of the human body is going through a huge evolutionary shift because alts are getting so fat. Here in Britain. latest research shows that the average waist size for a man is 36-38 inches and may be 42-44， inches by compares with only 32.6 inches in 1972. Women＇s waists have grown from an average of 22 inches in l920 to 24 inches in the Fifties and 30 inches now. One of the major reasons why children now are at greater risk is that we are getting fatter younger. In the UK alone. more than one million under-1.6s are classed as overweight or obese-double the number in the mid-Eighties. One inten four-year-olds are also medically classified as obesity pandemic-an extensive epidemic-whichstarted m the US， has now spread to Europe. Australia， Central America and the Middle East.
Many nations now record more than 20 per cent of- their population as clinically obese and well over half the population as overweight. Prof. Prentice said the change in our shape has been caused by a glut of easily available high-energy foods combined with a dramatic drop in the energy we use as a result of technology developments.
He is not alone in his concern. Only last week one medical journal revealed how obesity was fuelling a rise in cancer cases. Obesity also increases the risk factor for strokes and heart disease. An averagely obese person＇s lifespan is shortened by around nine years while a severely obese person by many more.
Prof. Prentice said： ＂So will parents outlive their children. as claimed recently by an American obesity specialist？＂ The answer is yes-and no. Yes，when the offspring become grossly obese. This is now becoming an alarmingly common occurrence in the US. Such children and adolescents have a greatly reced quality of life in terms of both their physical and psychosocial health. So say No to that doughnut and burger.
essor Andrew Prentice says kids will die young because of their__________________.
Britain， overweight or obese under-16s in the mid-Eighties were___________________today.
should be responsible for the change in our body shape according to the passage？
risk of some diseases such as cancer. strokes and heart disease may become greater e to_____________.
does the author suggest we do by saying ＂say No to that doughnut and burger＂ ？
閱讀理解（四）
To fully understand the concept of the ＂Paperless Office＂，one must understand what it conceptually was supposed to mean，as well as what it has evolved into as its current y forms of the paperless office would have concentrated around word processing documents and the ability to create，store and manage their existence ver，you were limited in scope as to what you could do to＂manage＂these of the management revolved around viewing and perhaps sharing it with other users in the e were no automated programs that handled workflow，scanning，tagging and management of these documents ners were （at a cost-effective price）too expensive for the average office to acquire based on the return on the corporate level，there was no direction as to handle workflow and to analyze where paper came from and where it had to go internally and if there was a process in place，the tools were not mature enough or existing to handle it.
In the last few years，technology has finally been catching up to the needs and requirements of the office ners that previously cost tens of thousands of dollars now can be acquired for tal copiers/printers now incorporate high speed scanning and OCR capability，even at the lowest technology initiative has now been transferred to the IT and MIS departments of corporations as well as law rly，the tools necessary to transform paper-full to a paperless office are now widely then，is stopping the widespread adoption of the concept of the paperless office？Cultural issues are probably one of the largest obstructions to the implementation of the concept of the paperless nly，people feel comfortable doing what they know how to do best（shuffle paper around）and modifying theirhabits requires a focus that makes them feel that they are，in fact，doing things better and more ementing a paperless office environment that introces processes that are more difficult and technologically challenging than the previous environment is doomed to fail from the start，Keep all processes simple，intro ce technology that is easy to learn and use，and document the workflow.
did the early forms of paperless office lack for efficient management？
ners used not to be considered worthwhile when a company considers its_________________.
is implied that the concept of the paperless office is now adopted on a______________________scale.
is found that most people refuse the concept of the paperless office e to____________________factor.
does the author think about the processes of the paperless office environment in comparison with the paper-full office environment？
閱讀理解（五）
Faced with the rapidly rising costs of employee benefits， companies are scaling back. It＇s become distressingly clear that employees are increasingly on their own when it comes to retirement savings and health care.
Employers don＇t typically trash （丟棄） an important employee benefit-too much negative press-but they are shifting more of these costs onto workers. who feel it in the form of higher health-care premiums， rising co-payments on drugs and much less certainty about their retirement finances.
Towers Perrin. a global human-resources-consulting firm， recently surveyed hundreds of U.S. companies representing more than 13 million employees on changer they are making-or contemplating making-to their employee-benefits packages. The knife cuts deepest on the most expensive benefits， with the biggest often being healty care.
It costs the average American company more than $14，000 per year to provide coverage to an employee and her family. The employer＇s response： shift more of that growing burden to workers. As a result， companies have seen their health-care spending rise 29% over the past five employees have seen their outlays-for premiums， co-pays and dectibles-rise 40%.
Retiree health care is getting hit hardest-just when the boomer generation needs it most. Of the employerssurveyed， 45% have already reced or eliminated subsidized health-care coverage for future retirees， and an additional 24% are planning to do so or considering it. Of those offering the perk（額外補貼）， roughly 25% put a dollar limit on how much they will spend per retiree. ＂Once the limit is reached， future inflation risk transfers to the retiree，＂ notes Ron Fontanetta. an executive with Towers Perrin.
Corporate pensions， the third leg of the proverbial retirement stool （the other two being Social Security and personal savings）， are also being eroded as the foundering （下挫的） stock market wreaks havoc on employer pension funds. At the end of 2008. employer-sponsored pension plans were underfunded by more than $400billion， according to Mercer， a management-consulting firn. The recent stock-market rally has halved that deficit. but it remains a funding sore spot and is one more reason that companies are turning away from this benefit.
＂Companies initiated many of these benefits in a different time，＂ says Fontanetta. ＂Retiree benefits started being offered when many companies had a young workforce with few retirees. so it was not really a cost they had to contend with.」 Today it＇s the reverse， particularly in old-line oit』s Big Three automakers， for example， have more than Four rimes as many retirees as active hourly workers.
1. Instead of ending important employee benefits. employers are_____________.
2. According to Towers Perrin＇s survey， which 8spect of employee benefits is the most profoundly impacted？
3. The scaling down of retiree health greatly affected_________________.
4. Because of the stock market slump， companies are giving up_________________.
5. The last paragraph implies that companies cut back on retiree benefits because of_____________________.
閱讀理解（六）
Some of the old worries about artificial intelligence were closely linked to the question of whether computers could first massive electronic computers，capable of rapid calculation and little or no creative activity，were soon bbed（取綽號）＂electronic brains＂.A reaction to this terminology quickly followed，computers were called＂high speed idiots＂，an effort to protect human not everyone realized theimplications of the high-speed idiot has not been pointed out enough that even the human idiot is one of the most intelligent life forms on the early computers were even that intelligent，it was already a remarkable state of affairs.
One consequence of speculation about the possibility of computer thought was that we were forced to examine with new care the idea of thought in soon became clear that we were not sure what we meant bysuch terms as thought and tend to assume that human beings think，some more than others，though we often call people thoughtless or ms cause a problem，partly because they usually happen outside our are obviously some type of mental experience，but are they a type of thinking？And the question of nonhuman life forms adds further of us would maintain that some of the higheranimals-dogs，cats，apes，and so on-are capable of at least basic thought，but what about fish and insects？If thinking is demonstrated by evident electrical activity in the brain，then many species are capable of we have formulated clear ideas on what thought is in biological creatures，it will be easier to discuss the question of thought in artifacts（人工製品） what is true of thought is also true of the many other mental of the immense benefits of a research is that we are being forced to scrutinize，with new rigor，the working of the human mind.
It is already clear that machines have superior mental abilities to many life fern or oak tree can play chess as well as even the simplest digital computer，nor can frogs weld car bodies as well as seems that，viewed in terms of intellect ，the computer should be set well above plants and most the higher animals can compete with computers with regard to intellect and even then with diminishing success.
did people think of the early computers？
rding to the author，the early computers is__________________than human idiots.
a result of speculating whether computer could think，we had to research more carefully to get_____________________.
do dreams cause the problem whether they are a type of thinking，according to the author？
does the author want to illustrate by mentioning the fern and the oak tree？
⑻ pep小學六年級英語下冊之閱讀理解與答案解析
為了提高同學們的英語閱讀理解能力，今天，小編特意為同學們准備了“pep小學六年級英語下冊之閱讀理解”。今天，小編准備的這份“pep小學六年級英語下冊之閱讀理解”還附有答案哦。快快學習起來吧。
pep小學六年級英語下冊之閱讀理解與答案解析第一部分
One
You must have been troubled by when to say "I love you" because it is one of the greatest puzzles in our life.
What if you say it first and your partner doesn’ t love you back? or if they do say. it but you don’t feel they mean it? Being the first to declare your love can be nerver racking(緊張)and risky and can leave you feeling as vulnerable as a turtle with no shell. But is the person who says it first really in a position of weakness? Doesn’ t it pay to hold back, play it cool and wait until the other half has shown their hand fast?
A really good relationship should be about being fair and being equal," says psychologist Sidney Crown. "But love is seldom equal. " All. relationships go through power struggles but, he says, if a love imbalance continues for years, the rot will set in. "That feeling of ’ I’ ve always loved you more’ may be subverted(顛覆，破壞) for a time, but it never goes away completely and it often emerges in squabbling(大聲爭吵). " In love, at least, the silent, withholding type is not always the most powerful. "The strongest one in a relationship is often the person who feels confident enough to talk about their feelings," says ecational psychologist Ingrid Collins. Psychosexual therapist Paula Hall agrees. "The one with the upper hand is often the person who takes the initiative. In fact, the person who says ’ I love you’ first may also be the one who says ’ I’ m bored with you’ first. " Hall believes that much depends on how "I love you" is said and the motivation of the person saying it. "Is it said when they’ re drunk? Is it said. before their partner files off on holiday, and what it really means is ’ Please don’ t be unfaithful to me’ ? By saying ’ I love you’, they really saying’ Do you love me?’ If so, wouldn’t it just be more honest to say mat.Collins agrees that intention is everything. "It’s not what is said, but how it’ s said. What it comes down to is the sincerity of the speaker.”
51. What is the main idea of this passage?
[ A ] The importance of "I love you"
[ B ] The meaning of "I love you"
[ C ] The time of saying "I love you".
[ D ] The place of saying. "I love you"
52. In the first sentence the author means that
[ A ] it is easy to say "I love you"
[ B ] it is hard to say "I love you"
[ C ] we have many troubles in our life
[ D ] people usually do not know when to say "I love you"
53. According to the expert, a good relationship should be
[ A ] fair and equal
[ B ] fair and kind
[ C ] powerful and equal
[ D] confident and fair
54. In the third paragraph, the phrase "with the upper hand" means
[ A ] being low in spirit
[ B ] having only one hand
[ C ] being active
[ D ] being passive
55. What is the most important for you to consider when somebody say "I love you"to you?
[ A ] The intention.
[ B ] The place.
[ C ] The time.
[ D ] The determination.
pep小學六年級英語下冊之閱讀理解與答案解析第二部分
參考譯文
你一定曾經為何時說“我愛你”而煩惱過，因為這是我們生活中的一大難題。
如果你先說“我愛你”而對方卻不回應，或者對方也這么說但你覺得他或她並非當真，那該怎麼辦?如你先說愛一個人，會讓人緊張，而且也很冒險，它會讓你覺得像沒了硬殼的海龜那樣容易受到傷害。但先說出口的人真的是處於劣勢嗎?隱而不宣，冷靜地等待，讓對方採取主動會更好嗎?
“真正良好的兩性關系應該是合理平等的”，心理學家悉德尼•克朗說，“但愛情很少是平等的。”所有的兩性關系都會有權力的斗爭，但是，他說，如果愛情失去平衡，那麼數年之後就會開始出現問題。“‘我對你的愛更多’的情況暫時不再繼續，但這種感覺卻不會消失，且常常會在爭吵中出現。”至少在愛情上，沉默含蓄的那種類型並不總是最強有力的。“兩性關系中最強大的一方常常是感覺自信能說出自己的感受的人。”教育心理學家因格瑞•柯林斯說。性心理治療學家波拉•霍爾贊同說，“占上風的常常是採取主動的人。實際上，先說‘我愛你’的人往往也是先說‘我討厭你’的人。”霍爾認為，很大程度上取決於說“我愛你”的方式和說話人的動機。“他們是在喝醉時說的嗎?是在對方乘飛機渡假前說的嗎?而其真正的含義是‘請一定要對我忠誠’?是不是表面上說：‘我愛你’，而真正想說的卻是‘你愛我嗎?’如果這樣，直截了當地說不是更誠實嗎?”考林也認為你的動機決定一切。“重要的不在於說話內容而在於說話的方式。歸根到底是說話人的真誠。”
pep小學六年級英語下冊之閱讀理解與答案解析第三部分
答案及解析
51.C【解析】這篇文章主要講述的是說“我愛你”的時機，是採取主動還是處於被動，以及說話者的動機。
52.D【解析】“You must have been troubled by when to say ‘I love you’ because it is one of the greatest puzzles in our life.”也就是說人們為何時說“我愛你”而煩惱。
53.A【解析】見第三段的“A really good relationship should be about being fair and being equal”。
54.C【解析】此題是詞義解析，意思是“佔了上風”。
55.A【解析】從第三段末考林的話語中可以分析出來是你的動機決定一切。“重要的不在於說話內容而在於說話的方式。歸根到底是說話人的真誠。”
好了，pep小學六年級英語下冊之閱讀理解的分享就至此結束了，今天之份pep小學六年級英語下冊之閱讀理解與答案解析，裡面可是包含了非常多考試中的必考知識點呢。所以同學們一定要認真學習，一定會對你的英語學習非常有幫助的。
⑼ 大學英語六級考試閱讀理解做題技巧
對於大學英語六級考試閱讀中碰到的生僻詞，我們首先要學會識別哪些情況下即使不了解詞義也不影響對短文的理解;其次是轉變對生僻詞義認識上的態度，即在許多情況下不必了解該詞的確切意義，尤其沒有必要了解它在英漢辭典中的中文釋義，而只需對該詞詞義的大概而籠統的理解就行。實踐中，在確定了短文中哪些生僻詞的詞義有必要作一大概了解後，我們可以從以下兩個角度來猜度詞義：
(1) 構詞知識
即利用單詞的構詞要素詞根，前後綴來識記單詞。
詞根是一個單詞的根本部分，代表詞的基本意義;前綴是加在詞根或單詞前面的部分，通常也有一定含義;後綴是加在詞根或單詞後面的部分，通常在增加詞義的同時還改變詞性。通過詞根詞綴構詞的方式有多種，現簡單歸納如下：
①前綴+詞根：inter?(中間)+vene→intervene(介入)
②詞根+後綴：circl(圓)+?let(小)→circlet(小環)
③詞根+詞根：tele?(遠)+scope(鏡)→telescope(望遠鏡)
④前綴+詞根+後綴：in?(不)+aud(聽)+?ible(可)→inaudible(聽不見)
⑤雙前綴+詞根：re?(再)+dis?(取下)+cover(蓋)→rediscover(再發現)
⑥詞根+雙後綴：care(用心)+?less(不)+?ly(地)→carelessly(不小心地)
⑦前綴+雙詞根：tri?(三)+gono(角)+metry(測量)→trigonometry(三角幾何)
⑧雙詞根+後綴：biblio(書)+phil(愛)+?ist(人)→bibliophilist(書籍愛好者)
⑨雙前綴+詞根+後綴：ir?(不)+re?(反對)+sist(站)+?ible→irresistible(不可抵抗的)
前綴+詞根+雙後綴：se?(離)+greg(群)+?ation+?ist→segregationist(種族隔離主義者)
雙前綴+詞根+雙後綴：un?(不)+pre?(先)+ced(走)+?ent+?ed→unprecedented(史無前例的)
(2) 上下文線索
利用上下文線索猜測詞義的方法很多，但其核心是尋找與該生僻詞相關的上下文意義線索，這些線索主要可歸納為以下幾種：
①同義定義為了便於讀者理解作者本義，作者有時會對文中的生僻詞或專業性較強的詞直接給出定義。在下定義時，作者常使用一些信號詞，如：is/are(called)，means，can be defined as，refer to，is/are known as，signify等，例：
Food fallacies refer to beliefs about food that are not true.
或標點符號，如——，()等，例：
Multiplexing ——transmitting independent signals at the same time in the same channel——increases the efficiency of radio channels.
有時，作者用同位語形式或連詞or給出定義，例：
Nerve cells evidently first appeared in coelenterates, “hollow?gutted” organisms like hydra and the sea anemone.
Intelligent behavior remained impossible until the appearance of relatively big，complex types of brain——the types we find among the vertebrates，or backboned animals.
②近義復述同一短文中上下毗鄰的句子通常有互釋作用，我們可以從上下文的復述中獲取與某一單詞相關的信息來猜度詞義。例：
Mr. and Mrs. Firth had a long courtship. They dated for nine years before they got married.
Although he often had the opportunity，Mr. Tritt never stole money from a customer. This would have endangered his position at the bank，and he did not want to jeopardize his future.
③反義對照在表示對照的上下文中，常包含有意義相反的詞語或概念，這些意義相反的概念可以互為線索，幫助我們猜度詞義。常有以下一些信號詞：although，but，however，though，whereas，while，yet，on the contrary，on the other hand等。
例：Chimpanzees(猩猩) in the wild use simple objects as tools，but in laboratory situations they can use more sophisticated items.
Most dentists-offices are drab places，while Emilio’s new office is a bright，cheerful place.
④搭配集合利用詞與詞的搭配或該詞所出現的語境，我們也能推知詞義的大概輪廓。例：
People gathered to look. Three fine streams of hot water sprouted from holes in the jacket(套，殼) of the radiator.
A man is watering his lawn just as an attractive，well dressed girl walked by. As he ogles her，he accidentally turns the hose on his ugly，dowdy wife.
⑤比較舉例大學英語六級考試上下文中的比較和舉例，能揭示比較物或列舉物之間的共性，我們可根據這些共性來推知有關詞語的意思。例：
The consequences of epochal events such as wars and great scientific discoveries are not confined to a small geographical area.
Doctors believe that smoking cigarettes is detrimental to your health. They also regard drinking as harmful.
⑥因果時間因與果、時間的先與後都是事物發展變化過程中的必然關系，在利用上下文推測詞義時，這些關系也至關重要。例：
Robert is considered peremptory administrator because he makes decisions without seeking the opinions of others.
When Mark was in pedantic mood，he assumed the manner of a famous professor and gave long lectures on boring, insignificant topics.
⑦常識包括我們的生活經歷、經驗常識以及自己專業方面的知識，在閱讀到與自己專業相近的文章時，我們都會感到相對容易，這正是我們的專業知識在幫我們理解。例：
An apple falls down instead of up because of gravity.
An atomic clock is so precise that it can be used to check the accuracy of predictions based on Einstein’s relativity theories.
更多關於大學英語六級考試的備考技巧，備考干貨，新聞資訊等內容，小編會持續更新。
⑽ 6月大學英語六級真題及答案解析「閱讀理解」
Section A選詞填空
Directions: In this section, there is a passage with ten blanks. You are required to select one word for each blank from a list of choices given in a word bank following the passage. Read the passage through carefully before making your choices. Each choice in the bank is identified by a letter. Please mark the corresponding letter for each item on ,Answer Street 2 with a single line through the centre. You may not use any of the words in the bank more than once.
Questions 26 to 35 are based on the following passage.
Pursuing a career is an essential part of adolescent development. "The adolescent becomes an alt when he26__________ a real job." To cognitive researchers like Piaget, althood meant the beginning of an27__________ .
Piaget argued that once adolescents enter the world of work, their newly acquired ability to form hypotheses allows them to create representations that are too ideal. The28__________ of such ideals, without the tempering of the reality of a job or profession, rapidly leads adolescents to become29__________ of the non-idealistic world and to press for reform in a characteristically adolescent way. Piaget said: "True adaptation to society comes30__________ when the adolescent reformer attempts to put his ideas to work."
Of course, youthful idealism is often courageous, and no one likes to give up dreams. Perhaps, taken31__________ out of context, Piaget's statement seems harsh. What he was32__________ , however, is the way reality can modify idealistic views. Some people refer to such modification as maturity. Piaget argued that attaining and accepting a vocation is one of the best ways to modify idealized views and to mature.
As careers and vocations become less available ring times of33__________ , adolescents may be especially hard hit. Such difficult economic times may leave many adolescents34__________ about their roles in society. For this reason, community interventions and government job programs that offer summer and vacation work are not only economically __35__ but also help to stimulate the adolescent's sense of worth.
A. automatically
B. beneficial
C. capturing
D. confused
E. emphasizing
F. entrance
G. excited
H. existence
I. incidentally
J. intolerant
K. occupation
L. promises
M. recession
N. slightly
O. undertakes
Section B段落匹配
Directions: In this section, you are going to read a passage with ten statements attached to it. Each statement contains information given in one of the paragraphs. Identify the paragraph from which the information is derived. You may choose a paragraph more than once. Each paragraph is marked with a letter. Answer the questions by marking the corresponding letter on Answer Sheet 2.
Can societies be rich and green?
[A] our economies are to flourish, if global poverty is to be eliminated and if the well-being of the world's people enhanced—not just in this generation but in succeeding generations—we must make sure we take care of the natural environment and resources on which our economic activity depends." That statement comes not, as you might imagine, from a stereotypical tree-hugging, save-the-world greenie (環保主義者), but from Gordon Brown, a politician with a reputation for rigour, thoroughness and above all, caution.
[B] A surprising thing for the man who runs one of the world's most powerful economies to say? Perhaps; though in the run-up to the five-year review of the Millennium (千年的)Goals, he is far from alone. The roots of his speech, given in March at the roundtable meeting of environment and energy ministers from the G20 group of nations, stretch back to 1972, and the United Nations Conference on the Human Environment in Stockholm.
[C] "The protection and improvement of the human environment is a major issue which affects the well-being of peoples and economic development throughout the world," read the final declaration from this gathering, the first of a sequence which would lead to the Rio de Janeiro Earth Summit in 1992 and the World Development Summit in Johannesburg three years ago.
[D] Hunt through the reports prepared by UN agencies and development groups—many for conferences such as this year's Millennium Goals review—and you will find that the linkage between environmental protection and economic progress is a common thread.
[E] Managing ecosystems sustainably is more profitable than exploiting them, according to the Millennium Ecosystem Assessment. But finding hard evidence to support the thesis is not so easy. Thoughts turn first to some sort of global statistic, some indicator which would rate the wealth of nations in both economic and environmental terms and show a relationship between the two.
[F] If such an indicator exists, it is well hidden. And on reflection, this is not surprising; the single word "environment" has so many dimensions, and there are so many other factors affecting wealth—such as the oil deposits—that teasing out a simple economy-environment relationship would be almost impossible.
[G] The Millennium Ecosystem Assessment, a vast four-year global study which reported its initial conclusions earlier this year, found reasons to believe that managing ecosystems sustainably— working with nature rather than against it—might be less profitable in the short term, but certainly brings long-term rewards.
[H] And the World Resources Institute (WRI) in its World Resources 2005 report, issued at the end of August, proced several such examples from Africa and Asia; it also demonstrated that environmental degradation affects the poor more than the rich, as poorer people derive a much higher proportion of their income directly from the natural resources around them.
[I] But there are also many examples of growing wealth by trashing the environment, in rich and poor parts of the world alike, whether through unregulated mineral extraction, drastic water use for agriculture, slash-and-burn farming, or fossil-fuel-guzzling (大量消耗) transport. Of course, such growth may not persist in the long term—which is what Mr. Brown and the Stockholm declaration were both attempting to point out. Perhaps the best example of boom growth and bust decline is the Grand Banks fishery. For almost five centuries a very large supply of cod (鱈魚) provided abundant raw material for an instry which at its peak employed about 40,000 people, sustaining entire communities in Newfoundland. Then, abruptly, the cod population collapsed. There were no longer enough fish in the sea for the stock to maintain itself, let alone an instry. More than a decade later, there was no sign of the ecosystem re-building itself. It had, apparently, been fished out of existence; and the once mighty Newfoundland fleet now gropes about frantically for crab on the sea floor.
[J] There is a view that modem humans are inevitably sowing the seeds of a global Grand Banks-style disaster. The idea is that we are taking more out of what you might call the planet's environmental bank balance than it can sustain; we are living beyond our ecological means. One recent study attempted to calculate the extent of this "ecological overshoot of the human economy", and found that we are using 1.2 Earth's-worth of environmental goods and services—the implication being that at some point the debt will be called in, and all those services—the things which the planet does for us for free-will grind to a halt.
[K] Whether this is right, and if so where and when the ecological axe will fall, is hard to determine with any precision—which is why governments and financial institutions are only beginning to bring such risks into their economic calculations. It is also the reason why development agencies are not
united in their view of environmental issues; while some, like the WRI, maintain that environmental progress needs to go hand-in-hand with economic development, others argue that the priority is to build a thriving economy, and then use the wealth created to tackle environmental degradation.
[L] This view assumes that rich societies will invest in environmental care. But is this right? Do things get better or worse as we get richer? Here the Stockholm declaration is ambiguous. "In the developing countries," it says, "most of the environmental problems are caused by under-development." So it is saying that economic development should make for a cleaner world? Not necessarily; "In the instrialized countries, environmental problems are generally related to instrialisation and technological development," it continues. In other words, poor and rich both over-exploit the natural world, but for different reasons. It's simply not true that economic growth will surely make our world cleaner.
[M] Clearly, richer societies are able to provide environmental improvements which lie well beyond the reach of poorer communities. Citizens of wealthy nations demand national parks, clean rivers, clean air and poison-free food They also, however, use far more natural resources—fuel, water (all those baths and golf courses) and building materials.
[N] A case can be made that rich nations export environmental problems, the most graphic example being climate change. As a country's wealth grows, so do its greenhouse gas emissions. The figures available will not be completely accurate. Measuring emissions is not a precise science, particularly when it comes to issues surrounding land use; not all nations have released up-to-date data, and in any case, emissions from some sectors such as aviation are not included in national statistics. But the data is exact enough for a clear trend to be easily discernible. As countries become richer, they proce more greenhouse gases; and the impact of those gases will fall primarily in poor parts of the world.
[O] Wealth is not, of course, the only factor involved. The average Norwegian is better off than the average US citizen, but contributes about half as much to climate change. But could Norway keep its standard of living and yet cut its emissions to Moroccan or even Ethiopian levels? That question, repeated across a dozen environmental issues and across our diverse planet, is what will ultimately determine whether the human race is living beyond its ecological means as it pursues economic revival.
注意：此部分試題請在答題卡2上作答。
36. Examples show that both rich and poor countries exploited the environment for economic progress.
37. Environmental protection and improvement benefit people all over the world.
38. It is not necessarily true that economic growth will make our world cleaner.
39. The common theme of the UN reports is the relation between environmental protection and economic growth.
40. Development agencies disagree regarding how to tackle environment issues while ensuring economic progress.
41. It is difficult to find solid evidence to prove environmental friendliness generates more profits than exploiting the natural environment.
42. Sustainable management of ecosystems will prove rewarding in the long run.
43. A politician noted for being cautious asserts that sustainable human development depends on the natural environment.
44. Poor countries will have to bear the cost for rich nations's economic development.
45. One recent study warns us of the danger of the exhaustion of natural resources on Earth.
Section C仔細閱讀
Directions: There are 2 passages in this section. Each passage is followed by some questions or unfinished statements. For each of them there are four choices marked A. , B. , C. and D.. You should decide on the best choice and mark the corresponding letter on Answer sheet with a single line through the centre.
Passage One
Questions 46 to 50 are based on the following passage.
Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been pushed for years. Nearly a decade ago it was predicted that viewers of "Friends", a popular situation comedy, would soon be able to purchase a sweater like Jennifer Aniston's with a few taps on their remote control. "It's been the year of interactive television advertising for the last ten or twelve years," says Colin Dixon of a digital-media consultancy.
So the news that Cablevision, an American cable company, was rolling out interactive advertisements to all its customers on October 6th was greeted with some skepticism. During commercials, an overlay will appear at the bottom of the screen, prompting viewers to press a button to request a free sample or order a catalogue. Cablevision hopes to allow customers to buy things with their remote controls early next year.
Television advertising could do with a boost. Spending fell by 10% in the first half of the year. The popularization of digital video recorders has caused advertisers to worry that their commercials will be skipped. Some are turning to the Internet, which is cheaper and offers concrete measurements like click-through rates—especially important at a time when marketing budgets are tight. With the launch of interactive advertising, "many of the dollars that went to the Internet will come back to the TV," says David Kline of Cablevision. Or so the instry hopes.
In theory, interactive advertising can engage viewers in a way that 30-second spots do not Unilever recently ran an interactive campaign for its Axe deodorant (除臭劑), which kept viewers engaged for more than three minutes on average.
The amount spent on interactive advertising on television is still small. Magna, an advertising agency, reckons it will be worth about $138 million this year. That falls far short of the billions of dollars people once expected it to generate. But DirecTV, Comcast and Time Warner Cable have all invested in it. A new effort led by Canoe Ventures, a coalition of leading cable providers, aims to make interactive advertising available across America later this year. BrightLine iTV, which designs and sells interactive ads, says interest has surged: it expects its revenues almost to triple this year. BSkyB, Britain's biggest satellite-television service, already provides 9 million customers with interactive ads.
Yet there are doubts whether people watching television, a "lean back" medium, crave interaction. Click-through rates have been high so far (around 3-4%, compared with less than 0.3% online), but that may be a result of the novelty. Interactive ads and viewers might not go well together.
46. What does Colin Dixon mean by saying "It's been the year of interactive television advertising for the last ten or twelve years(Lines 4-5, Para. 1)?
A. Interactive television advertising will become popular in 10-12 years.
B. Interactive television advertising has been under debate for the last decade or so.
C. Interactive television advertising is successful when incorporated into situation comedies.
D. Interactive television advertising has not achieved the anticipated results.
47. What is the public's response to Cablevision's planned interactive TV advertising program?
A. Pretty positive.
B. Totally indifferent.
C. Somewhat doubtful.
D. Rather critical.
48. What is the impact of the wide use of digital video recorders on TV advertising?
A. It has made TV advertising easily accessible to viewers.
B. It helps advertisers to measure the click-through rates.
C. It has placed TV advertising at a great disadvantage.
D. It enables viewers to check the sales items with ease.
49. What do we learn about Unilever's interactive campaign?
A. It proves the advantage of TV advertising.
B. It has done well in engaging the viewers.
C. It helps attract investments in the company.
D. It has boosted the TV advertising instry.