2024年4月23日发(作者：)

雅思（阅读）历年真题试卷汇编15

(题后含答案及解析)

题型有：1.

REVIEW OF RESEARCH ON THE EFFECTS OF FOOD PROMOTION TO

CHILDRENThis review was commissioned by the Food Standards Agency to

examine the current research evidence on: the extent and nature of food

promotion to children the effect, if any, that this promotion has on their food

knowledge, preferences and behaviour.A Children’s food promotion is dominated by

television advertising, and the great majority of this promotes the so-called ‘Big Four’

of pre-sugared breakfast cereals, soft-drinks, confectionary and savoury snacks. In the

last ten years advertising for fast food outlets has rapidly increased. There is some

evidence that the dominance of television has recently begun to wane. The importance

of strong, global branding reinforces a need for multi-faceted communications

combining television with merchandising, tie-ins’ and point of sale activity. The

advertised diet contrasts sharply with that recommended by public health advisors,

and themes of fun and fantasy or taste, rather than health and nutrition, are used to

promote it to children. Meanwhile, the recommended diet gets little promotional

support.B There is plenty of evidence that children notice and enjoy food promotion.

However, establishing whether this actually influences them is a complex problem.

The review tackled it by looking at studies that had examined possible effects on what

children know about food, their food preferences, their actual food behaviour(both

buying and eating), and their health outcomes(eg. obesity or cholesterol levels). The

majority of studies examined food advertising, but a few examined other forms of

food promotion. In terms of nutritional knowledge, food advertising seems to have

little influence on children’s general perceptions of what constitutes a healthy diet, but,

in certain contexts, it does have an effect on more specific types of nutritional

knowledge. For example, seeing soft drink and cereal adverts reduced primary aged

children’s ability to determine correctly whether or not certain products contained real

fruit.C The review also found evidence that food promotion influences children’s food

preferences and their purchase behaviour. A study of primary school children, for

instance, found that exposure to advertising influenced which foods they claimed to

like; and another showed that labelling and signage on a vending machine had an

effect on what was bought by secondary school pupils. A number of studies have also

shown that food advertising can influence what children eat. One, for example,

showed that advertising influenced a primary class’s choice of daily snack at

playtime.D The next step, of trying to establish whether or not a link exists between

food promotion and diet or obesity, is extremely difficult as it requires research to be

done in real world settings. A number of studies have attempted this by using amount

of television viewing as a proxy for exposure to television advertising. They have

established a clear link between television viewing and diet, obesity, and cholesterol

levels. It is impossible to say, however, whether this effect is caused by the

advertising, the sedentary nature of television viewing or snacking that might take

place whilst viewing. One study resolved this problem by taking a detailed diary of

children’s viewing habits. This showed that the more food adverts they saw, the more

snacks and calories they consumed.E Thus the literature does suggest food promotion

is influencing children’s diet in a number of ways. This does not amount to proof; as

noted above with this kind of research, incontrovertible proof simply isn’t attainable.

Nor do all studies point to this conclusion; several have not found an effect. In

addition, very few studies have attempted to measure how strong these effects are

relative to other factors influencing children’s food choices. Nonetheless, many

studies have found clear effects and they have used sophisticated methodologies that

make it possible to determine that i)these effects are not just due to chance; ii)they are

independent of other factors that may influence diet, such as parents’ eating habits or

attitudes; and iii)they occur at a brand and category level.F Furthermore, two factors

suggest that these findings actually downplay the effect that food promotion has on

children. First, the literature focuses principally on television advertising; the

cumulative effect of this combined with other forms of promotion and marketing is

likely to be significantly greater. Second, the studies have looked at direct effects on

individual children, and understate indirect influences. For example, promotion for

fast food outlets may not only influence the child, but also encourage parents to take

them for meals and reinforce the idea that this is a normal and desirable behaviour.G

This does not amount to proof of an effect, but in our view does provide sufficient

evidence to conclude that an effect exists. The debate should now shift to what action

is needed, and specifically to how the power of commercial marketing can be used to

bring about improvements in young people’s should spend about 20

minutes on Questions 1-13, which are based on Reading Passage 1 on the following

ons 1-7Reading Passage 1 has seven paragraphs, the most

suitable heading for paragraphs A-G from the list of headings the

appropriate number, i-x, in boxes 1-7 on your answer of Headingsi General

points of agreements and disagreements of researchersii How much children really

know about foodiii Need to take actioniv Advertising effects of the “Big Four”v

Connection of advertising and children’s weight problemsvi Evidence that advertising

affects what children buy to eatvii How parents influence children’s eating habitsviii

Advertising’s focus on unhealthy optionsix Children often buy what they wantx

Underestimating the effects advertising has on children

1． Paragraph A

正确答案：viii

解析：作为开头段落，该段落前半部分先介绍了常见的面向儿童的广告内容，

例如“Big Four”，而且介绍了食品促销的现状。后半部分则着重讲述广告充斥不

良内容。据此，很明显地可以看出，与该段落对应的标题只有iv．Advertising effects

ofthe“Big Four”和viii．Advertising’s focus on unhealthy options。如果该段落

选iv，按照之前的反向思维，应该要讲述“Big Four”的影响。而该段落显然根

本未提及任何有关“Big Four”的广告影响，所以排除iv，正确答案为viii。

2． paragraph B

正确答案：ii

解析：与该段落相关的标题有好几个：ii．How much children really know

aboutfood(对应The review…possible effects on what children know about food…

children’sgeneral perceptions of what constitutes a healthy diet…nutritional

knowledge…)；v．Con-nection of advertising and children’s weight problems(列应…

their health outcomes(eg．obesity or cholesterol levels))；vi．Evidence that advertising

affects what children buy toeat(对应…their actual food behavior(both buying and

eating).标题ix．Children oftenbuy what they want与标题x．Underestimating the

effects advertising has on children也有提及相关信息，但是很明显并非段落的主要

内容，可以直接排除。标题v中的“weightproblems”虽然对应原文中的“obesity”，

但是该段落并没有以儿童肥胖为主要内容做文章，所以排除。标题vi中的“what

children buy to eat”虽然对应原文“…theiractual food behavior(both buying and

eating)”，但是B段落也不是主要在讲儿童的购买行为，也可以排除。综上所述，

该段落的标题应该为ii。

3． Paragraph C

正确答案：vi

解析：段落中“…influences children’s food preferences and their purchase

behavior”对应标题vi．Evidence that advertising affects what children buy to eat和

标题x．Underestimating the effects advertising has on children。但是阅读段落后，

很容易看出该段落讲到了广告的影响，但是根本未提及有关“underestimating”

的事情，所以标题x可以排除，正确答案为标题vi。

4． Paragraph D

正确答案：v

解析：段落中“…establish whether or not a link exists between food

promotionand diet or obesity…”和后面反复提及的看电视、肥胖和儿童饮食之间

的关系对应标题v．Connection of advertising and children’s weight problems，其

他标题都未提及相关内容，所以正确答案为标题v。

5． Paragraph E

正确答案：i

解析：很明显地可以看出E段落中多处提及几个不同的研究及研究结果，

甚至各研究结论还有所不同。其中之一说”This does not amount to proof”，另外

的研究则说“many studies have found clear effects”，这完全对应了标题i．General

pointof agreements and disagreements of researchers。尽管E段落没有提及具体的

研究人员，但却提到了不同的观点。虽说标题x．Underestimating the effects

advertising has onchildren也有一定的对应性，但是E段落完全没有提及与

“underestimating”有关的信息，所以正确答案为标题i。

6． Paragraph F

正确答案：x

解析：段落首句“…these findings actually downplay the effect that food

promo-tion has on children”对应标题x．Underestimating the effects advertising has

on children。段落最后提及的“…also encourage parents to take them for meals…”

虽说对应标题vii．How parents influence children’s eating habits，但是全段并未

具体讲述父母对孩子的饮食习惯的影响，反而只是在一个“For example”的举例

当中略有提及，所以应当排除。综上所述，正确答案为标题x。

7． Paragraph G

正确答案：iii

解析：很明显，在其他段落标题被选过之后，与此段落相对应的标题只有

iii．Need to take action(对应“The debate should now shift to what action is

needed…”),所以正确答案为标题iii。

Do the following statements agree with the views of the writer in Reading

Passage 1?In boxes 8-13 on your answer sheet, writeYES if the statement agrees with

the views of the writerNO if the statement contradicts with the views of the

writerNOT GIVEN if it is impossible to say what the writer thinks about this

8． There is little difference between the number of healthy food advertisements

and the number of unhealthy food advertisements.

A．Yes

B．No

C．Not Given

正确答案：B

解析：利用顺序原则和细节信息“healthy food advertisements”与“unhealthy

food advertise—ments”数量的比较，定位于原文段落A最后两句话“themes of fun

and fantasy ortaste(对应unhealthy food advertisements)，rather than health and

nutrition,are used topromote it to children．Meanwhile the recommended diet(对应

healthy food advertise-ments)gets little promotional support”，从上述内容可以很容

易看出unhealthy food的广告多，而healthy food的广告少。题目与原文信息直接

相反，所以正确答案为No。

9． TV advertising has successfully taught children nutritional knowledge about

vitamins and others.

A．Yes

B．No

C．Not Given

正确答案：B

解析：利用顺序原则和细节信息“nutritional knowledge about vitamins and

others”定位于原文段落B中间“In terms of nutritional knowledge，food advertising

seems to have littleinfluence on children’s general perceptions of what constitutes a

healthy diet”，由此可见电视广告并没有成功地教育孩子们关于营养的知识。题

目与原文信息直接相反，所以正确答案为No。

10． It is hard to decide which aspect of TV viewing has caused weight problems

of children.

A．Yes

B．No

C．Not Given

正确答案：A

解析：利用顺序原则和细节信息“weight problems”定位于原文段落D中间

“It is impos—sible to say,however,whether this effect is caused by the advertising，

the sedentary natureof television viewing or snacking…”。题目与原文是同义表达，

所以正确答案为Yes。

11． The preference of food for children is affected by their age and gender.

A．Yes

B．No

C．Not Given

正确答案：C

解析：利用顺序原则和细节信息“preference of food”以及“age and gender”

在原文中无法找到与题目相对应的信息，所以答案为Not Given。

12． Wealthy parents tend to buy more “sensible food” for their children.

A．Yes

B．No

C．Not Given

正确答案：C

解析：利用顺序原则和细节信息“wealthy parents”以及“sensible food”定

位于原文段落F最后一句话“…also encourage parents to take them for meals and

reinforce the idea thatthis is a normal and desirable behavior”。这里虽然提及

“parents”，但是并未讲到“wealthy parents”是否会为自己的孩子购买“sensible

food”。题目在原文信息的基础上无法判断正误，所以正确答案为Not Given。

13． There is a lack of investigation on food promotion methods other than TV

advertising.

A．Yes

B．No

C．Not Given

正确答案：A

解析：利用顺序原则和细节信息“promotion methods”定位于原文段落F第

二句话“theliterature focuses principally on television advertising…”，对应题目所

说的“lack ofinvestigation on food promotion methods…”。题目与原文是同义表达，

所以正确答案为Yes。

You should spend about 20 minutes on Questions 14-26, which are based on

Reading Passage 2 BRIDGE THAT SWAYEDWhen the London

Millennium footbridge was opened in June 2000, it swayed alarmingly. This

generated huge public interest and the bridge became known as London’s “wobbly

bridge.”The Millennium Bridge is the first new bridge across the river Thames in

London since Tower Bridge opened in 1894, and it is the first ever designed for

pedestrians only. The bridge links the City of London near St Raul’s Cathedral with

the Tate Modem art gallery on bridge opened initially on Saturday 10th

June 2000. For the opening ceremony, a crowd of over 1,000 people had assembled

on the south half of the bridge with a band in front. When they started to walk across

with the band playing, there was immediately an unexpectedly pronounced lateral

movement of the bridge deck. “It was a fine day and the bridge was on the route of a

major charity walk,” one of the pedestrians recounted what he saw that day. “At first,

it was still. Then it began to sway sideways, just slightly. Then, almost from one

moment to the next, when large groups of people were crossing, the wobble

intensified. Everyone had to stop walking to retain balance and sometimes to hold

onto the hand rails for support.” Immediately it was decided to limit the number of

people on the bridge, and the bridge was dubbed the ‘wobbly’ bridge by the media

who declared it another high-profile British Millennium Project failure. In order to

fully investigate and resolve the issue the decision was taken to close the bridge on

12th June , the leading member of the committee in charge of the

construction of the bridge, decided to tackle the issue head on. They immediately

undertook a fast-track research project to seek the cause and the cure. The

embarrassed engineers found the videotape that day which showed the center span

swaying about 3 inches sideways every second and the south span 2 inches every 1.25

seconds. Because there was a significant wind blowing on the opening days(force

3-4)and the bridge had been decorated with large flags, the engineers first thought that

winds might be exerting excessive force on the many large flags and banners, but it

was rapidly concluded that wind buffeting had not contributed significantly to

vibration of the bridge. But after measurements were made in university laboratories

of the effects of people walking on swaying platforms and after large-scale

experiments with crowds of pedestrians were conducted on the bridge itself, a new

understanding and a new theory were unexpected motion was the

result of a natural human reaction to small lateral movements. It is well known that a

suspension bridge has tendency to sway when troops march over it in lockstep, which

is why troops are required to break step when crossing such a bridge. “If we walk on a

swaying surface we tend to compensate and stabilise ourselves by spreading our legs

further apart-but this increases the lateral push”. Pat Dallard, the engineer at Arup,

says that you change the way you walk to match what the bridge is doing. It is an

unconscious tendency for pedestrians to match their footsteps to the sway, thereby

exacerbating it even more. “It’s rather like walking on a rolling ship deck-you move

one way and then the other to compensate for the roll.” The way people walk doesn’t

have to match exactly the natural frequency of the bridge as in resonance-the

interaction is more subtle. As the bridge moves, people adjust the way they walk in

their own manner. The problem is that when there are enough people on the bridge the

total sideways push can overcome the bridge’s ability to absorb it. The movement

becomes excessive and continues to increase until people begin to have difficulty in

walking-they may even have to hold on to the sor Fujino Yozo of Tokyo

University, who studied the earth-resistant Toda Bridge in Japan, believes the

horizontal forces caused by walking, running or jumping could also in turn cause

excessive dynamic vibration in the lateral direction in the bridge. He explains that as

the structure began moving, pedestrians adjusted their gait to the same lateral rhythm

as the bridge; the adjusted footsteps magnified the motion-just like when four people

all stand up in small boat at the same time. As more pedestrians locked into the same

rhythm, the increasing oscillation led to the dramatic swaying captured on film until

people stopped walking altogether, because they could not even keep order

to design a method of reducing the movements, an immediate research program was

launched by the bridge’s engineering designer Arup. It was decided that the force

exerted by the pedestrians had to be quantified and related to the motion of the bridge.

Although there are some descriptions of this phenomenon in existing literature, none

of these actually quantifies the force. So there was no quantitative analytical way to

design the bridge against this effect. The efforts to solve the problem quickly got

supported by a number of universities and research tests at the

University of Southampton involved a person walking on the spot on a small shake

table. The tests at Imperial College involved persons walking along a specially built,

7.2m-long platform, which could be driven laterally at different frequencies and

amplitudes. These tests have their own limitations. While the Imperial College test

platform was too short that only seven or eight steps could be measured at one time,

the “walking on the spot” test did not accurately replicate forward walking, although

many footsteps could be observed using this method. Neither test could investigate

any influence of other people in a crowd on the behavior of the individual

results of the laboratory tests provided information which enabled the initial design of

a retrofit to be progressed. However, unless the usage of the bridge was to be greatly

restricted, only two generic options to improve its performance were considered

feasible. The first was to increase the stiffness of the bridge to move all its lateral

natural frequencies out of the range that could be excited by the lateral footfall forces,

and the second was to increase the damping of the bridge to reduce the resonant

ons 14-17Choose FOUR letters, the correct letters in boxes

14-17 on your answer FOUR of the following could be seen on the day

when the bridge opened to the public?A the bridge moved verticallyB the bridge

swayed from side to sideC the bridge swayed violently throughout the opening

ceremonyD it was hard to keep balance on the bridgeE pedestrians walked in

synchronised stepsF pedestrians lengthened their footstepsG a music band marched

across the bridgeH the swaying rhythm varied to the portions of the bridgeI flags and

banners kept still on the bridge

14．

正确答案：B

解析：选项A“the bridge moved vertically”中的“moved vertically”是选项

的关键内容，意思是上下垂直移动或晃动。而根据原文多处信息，例如第二段第

三句话中的“lateralmovement”(侧向移动)和第六句话中的“sway sideways”(侧

向摇摆)，可以看出伦敦千年桥并没有上下摆动，而是朝两侧左右摇摆，所以该

选项为错误选项，应该排除。选项B“the bridge swayed from side to side”，根据

前面一题的分析，该选项正确。选项C“the bridge swayed violently throughout the

opening ceremony”，该选项的关键信息是“swayed violently”(猛烈摇摆)和

“throughout the opening ceremony”(贯穿开幕仪式的始终)。而原文第二段中间

现场目击者的描述明显提及“At first，itwas still．Then it began to sway sideways，

just slightly”(一开始，桥梁并没有晃动，然后有轻微晃动)，再然后“when large

groups of people were crossing，the wobbleintensified”(当人数变多时，晃动才加

剧)。原文信息明显与该选项所说的“桥梁自始至终都在猛烈晃动”相反，所以

该选项错误，应该排除。选项D“it was hard to keep balance on the bridge”，该选

项内容在原文多处均有提及，例如原文第二段目击者的最后一句话“Everyone had

to stop walking to retain balanceand sometimes to hold onto the hand rails for

support”。所以该选项正确。选项E“pedestrians walked in synchronised steps”，

该选项的关键在于“synchronisedsteps”(同步步伐)，原文第四、五段均有提及。

第四段中间提及“It is an unconscious tendency for pedestrians to match theft

footsteps to the sway,thereby exacer-bating it even more”，第五段最后提及“As more

pedestrians locked into the samerhythm，the increasing oscillation led to the dramatic

swaying captured on film…”，这里的“match their footsteps to the sway”和“locked

into the same rhythm”对应选项中的“synchronised steps”。所以该选项正确。选

项F“pedestrians lengthened their footsteps”，该选项的关键在于“lengthened

theirfootsteps”(增大了他们的步伐)。而原文虽然在第四、五段提及关于行人步

伐的理论，但是根本未提及行人是否“lengthened their footsteps”，所以该选项错

误，应该排除。选项G“a music band marched across the bridge”，原文第二段开

头虽然提及“band”，但是并未提及乐队是否也跟着过桥，只提到了人们伴随着

乐队的演奏过桥(when they started to walk across with the band playing)，所以该选

项不正确，应该排除。选项H“the swaying rhythm varied to the portions of the

bridge”，该选项的关键在于“portionsof the bridge”(桥梁的不同部分)的摇摆节奏

不同。该信息出现在原文第三段第三句话“…the center span swaying about 3 inches

sideways every second and thesouth span 2 inches every 1．25 seconds”。这里明显

能看出桥梁的中部与南部的摇摆节奏不同，与选项中的“varied to the portions of

the bridge”对应，所以该选项正确。选项I“flags and banners kept still on the

bridge”，原文第三段中间明显提及“there wasa significant wind blowing on the

opening days．．．winds might be exerting excessiveforce on the many large flags and

banners，but it Was rapidly concluded that wind buf-feting…”。原文这里提及虽然

风力对桥上的旗帜和横幅有影响，但是并不足以使桥梁摆动。这也就是说桥上的

“flags and banners”当天在风中是摆动的，而非静止的。所以该选项不正确，应

该排除。综上所述，14-17题的正确答案为B、D、E、H。

15．

正确答案：D

16．

正确答案：E

17．

正确答案：H

Complete the summary NO MORE THAN TWO WORDS from

the passage for each your answers in boxes 18-23 on your answer

understand why the Millennium Bridge swayed, engineers of Arup studied

the videotape taken on the day of the opening ceremony. In the beginning they

thought the forces of【R1】______might have caused the movement because there

were many flags and banners on the bridge that day. But quickly new understandings

arose after series of tests were conducted on how people walk on【R2】______ floors.

The tests showed people would place their legs【R3】______to keep balance when the

floor is shaking. Pat Dallard even believes pedestrians may unknowingly adjust their

【R4】______to match the sway of the bridge. Professor Fujino Yozo’s study found

that the vibration of a bridge could be caused by the【R5】______of people walking,

running and jumping on it because the lateral rhythm of the sway could make

pedestrians adjust their walk and reach the same step until it is impossible to stand

【R6】______.

18． 【R1】

正确答案：wind/winds

解析：利用细节信息“flags and banners on the bridge”定位于原文第三段第

四句话“Becausethere was a significant wind blowing on the opening days(force

3-4)and the bridge hadbeen decorated with large flags，the engiseers first thought that

winds might be exertingexcessive force on the many large flags and banners…”。原文

这里提及工程师们最初认为是风对旗帜和横幅施加了过大的力(exerting

excessive force)才导致桥梁晃动，对应题目中的“caused the movement”，所以正

确答案为wind或winds。

19． 【R2】

正确答案：swaying

解析：利用细节信息“new understandings”和“floors”以及顺序性原则定

位于原文第三段最后一句话“after measurements were made in university

laboratories of the effects ofpeople walking on swaying platforms…a new

understanding and a new theory were developed”。这里的“a new understanding and

a new theory”对应题目中的“new understand-ings”，而且原文这里明显提及实验

是关于“the effects of people walking on swayingplatforms”，“platforms”对应题目

中的“floors”，所以正确答案为swaying。

20． 【R3】

正确答案：further apart

解析：利用细节信息“place their legs”和“keep balance when the floor is

shaking”以及顺序性原则定位于原文第四段第三句话“If we walk on a swaying

surface we tend to com-pensate and stabilise ourselves by spreading our legs further

apart…”。这里的“stabiliseourselves”对应题目中的“keep balance”，“spreading

our legs”对应题目中的“placetheir legs”，所以正确答案为further apart。

21． 【R4】

正确答案：footsteps

解析：利用细节信息“Pat Dallard”、“unknowingly adjust”和“to match the sway

of thebridge”以及顺序性原则定位于原文第四段第五句话“It is an unconscious

tendency forpedestrians to match their footsteps to the sway…”，这里的

“unconscious”对应题目中的“unknowingly”，“match their footsteps to the sway”

对应题目中的“adjust”和“tomatch the sway of the bridge”，所以正确答案为

footsteps。

22． 【R5】

正确答案：horizontal forces

解析：利用细节信息“Fujino Yozo”和“people walking，running and jumping”

以及顺序性原则定位于原文第五段第一句话“…the horizontal forces caused by

walking，running orjumping could also in turn cause excessive dynamic vibration in

the lateral direction in thebridge”。很明显原文提及“walking，running or jumping”

会导致“horizontal forces”，而这些“horizontal forces”又会反过来(in turn)导致

桥梁的侧向振动(cause exces-sive dynamic vibration in the lateral direction in the

bridge)，所以正确答案为horizontalforces。

23． 【R6】

正确答案：upright

解析：利用细节信息“impossible to stand”和顺序性原则定位于原文第五段

最后一句话“…led to the dramatic swaying captured on film until people stopped

walking altogether,because they could not even keep upright”。这里的“could not

even keep upright”对应题目中的“impossible to stand”，所以正确答案为upright。

Complete the table NO MORE THAN THREE WORDS from the

passage for each your answers in boxes 24-26 on your answer sheet.

24．

正确答案：Arup

解析：该题对应原文倒数第三段。原文中的“It was decided that the force

exerted by thepedestrians had to be quantified…none ofthese actually quantifies the

force．So there wasno quantitative analytical way to design the bridge against this

effect”对应题目所说的“Notenough data collection”，所以正确答案为Arup。

25．

正确答案：Imperial College

解析：该题对应原文倒数第二段中间“While the Imperial College test platform

was tooshort that only seven or eight steps could be measured at one time…”。这里的

“testplatform was too short”对应题目中的“Not long enough”，所以正确答案为

Impe—rial College。

26．

正确答案：University of Southampton

解析：该题也对应原文倒数第二段中间“…the‘walking on the spot’test did

not accuratelyreplicate forward walking…”。这里的“did not accurately replicate

forward walking”对应题目中的“Not like the real walking experience”，而“walking

on the spot”就是该段落一开始所提及的the University of Southampton所做的实

验，所以正确答案为Uni—versity of Southampton。

You should spend about 20 minutes on Questions 27-40, which are based on

Reading Passage 3 al Market: Selling the Brand InsideWhen you think of

marketing, you more than likely think of marketing to your customers: How can you

persuade more people to buy what you sell? But another “market” is just as important:

your employees, the very people who can make the brand come alive for your

customers. Yet in our work helping executives develop and carry out branding

campaigns, my colleagues and I have found that companies very often ignore this

critical is internal marketing so important? First, because it’s the

best way to help employees make a powerful emotional connection to the products

and services you sell. Without that connection, employees are likely to undermine the

expectations set by your advertising. In some cases, this is because they simply don’t

understand what you have promised the public, so they end up working at

cross-purposes. In other cases, it may be they don’t actually believe in the brand and

feel disengaged or, worse, hostile toward the company. We’ve found that when people

care about and believe in the brand, they’re motivated to work harder and their loyalty

to the company increases. Employees are united and inspired by a common sense of

purpose and unately, in most companies, internal marketing is done

poorly, if at all. While executives recognise the need to keep people informed about

the company’s strategy and direction, few understand the need to convince employees

of the brand’s power—they take it as a ees need to hear the same

messages that you send out to the marketplace. At most companies, however, internal

and external communications are often mismatched. This can be very confusing, and

it threatens employees’ perceptions of the company’s integrity: They are told one

thing by management but observe that a different message is being sent to the public.

One health insurance company, for instance, advertised that the welfare of patients

was the company’s number one priority, while employees were told that their main

goal was to increase the value of their stock options through cost reductions. And one

major financial services institution told customers that it was making a major shift in

focus from being a financial retailer to a financial adviser, but, a year later, research

showed that the customer experience with the company had not changed. It turned out

that company leaders had not made an effort to sell the change internally, so

employees were still churning out transactions and hadn’t changed their behavior to

match their new adviser ng employees to deliver on customer expectations

is important, of course, but it’s not the only reason a company needs to match internal

and external messages. Another reason is to help push the company to achieve goals

that might otherwise be out of reach. In 1997, when IBM launched its e-business

campaign(which is widely credited for turning around the company’s image), it chose

to ignore research that suggested consumers were unprepared to embrace IBM as a

leader in e-business. Although to the outside world this looked like an external

marketing effort, IBM was also using the campaign to align employees around the

idea of the Internet as the future of technology. The internal campaign changed the

way employees thought about everything they did, from how they named products to

how they organised staff to how they approached selling. The campaign was

successful largely because it gave employees a sense of direction and purpose, which

in turn restored their confidence in IBM’s ability to predict the future and lead the

technology industry. Today, research shows that people are four times more likely to

associate the term “e-business” with IBM than with its nearest s

even more important, by taking employees into account, a company can avoid

creating a message that doesn’t resonate with staff or, worse, one that builds

resentment. In 1996, United Airlines shelved its “Come Fly the Friendly Skies” slogan

when presented with a survey that revealed the depth of customer resentment toward

the airline industry. In an effort to own up to the industry’s shortcomings, United

launched a new campaign, “Rising,” in which it sought to differentiate itself by

acknowledging poor service and promising incremental improvements such as better

meals. While this was a logical premise for the campaign given the tenor of the times,

a campaign focusing on customers’ distaste for flying was deeply discouraging to the

staff. Employee resentment ultimately made it impossible for United to deliver the

improvements it was promising, which in turn undermined the “Rising” pledge. Three

years later, United decided employee opposition was undermining its success and

pulled the campaign. It has since moved to a more inclusive brand message with the

line “United,” which both audiences can embrace. Here, a fundamental principle of

advertising—find and address a customer concern—failed United because it did not

consider the internal it comes to execution, the most common and

effective way to link internal and external marketing campaigns is to create external

advertising that targets both audiences. IBM used this tactic very effectively when it

launched its e-business campaign. It took out an eight-page ad in the Wall Street

Journal declaring its new vision, a message directed at both customers and internal

stakeholders. This is an expensive way to capture attention, but if used sparingly, it is

the most powerful form of communication; in fact, you need do it only once for

everyone in the company to read it. There’s a symbolic advantage as well. Such a

tactic signals that the company is taking its pledge very seriously; it also signals

transparency—the same message going out to both ising isn’t the

only way to link internal and external marketing. At Nike, a number of senior

executives now hold the additional title of “Corporate Storyteller.” They deliberately

avoid stories of financial successes and concentrate on parables of “just doing it,”

reflecting and reinforcing the company’s ad campaigns. One tale, for example, recalls

how legendary coach and Nike cofounder Bill Bowerman, in an effort to build a better

shoe for his team, poured rubber into the family waffle iron, giving birth to the

prototype of Nike’s famous Waffle Sole. By talking about such inventive moves, the

company hopes to keep the spirit of innovation that characterises its ad campaigns

alive and well within the while their messages must be aligned,

companies must also keep external promises a little ahead of internal realities. Such

promises provide incentives for employees and give them something to live up to. In

the 1980s, Ford turned “Quality Is Job 1” from an internal rallying cry into a

consumer slogan in response to the threat from cheaper, more reliable Japanese cars.

It did so before the claim was fully justified, but by placing it in the public arena, it

gave employees an incentive to match the Japanese. If the promise is pushed too far

ahead, however, it loses credibility. When a beleaguered British Rail launched a

campaign announcing service improvements under the banner “We’re Getting There,”

it did so prematurely. By drawing attention to the gap between the promise and the

reality, it prompted destructive press coverage. This, in turn, demoralised staff, who

had been legitimately proud of the service advances they had ons

27-32Complete each sentence with the correct ending, A-E, below. Write the correct

letter, A-E, in boxes 27-32 on your answer sheet. NB You can use any letter more than

once.A alienated its employees by its apologetic branding campaign. B attracted

negative publicity through its advertising campaign. C produced conflicting image

between its employees and the general public. D successfully used an advertising

campaign to inspire employees. E draws on the legends of the company spirit.

27． A health company

正确答案：C

解析：该题对应文章第三段中间“One health insurance company,for

instance…”。很明显可以看出这里所写的内容是一个例子，用以证明前一句的观

点“They are told one thingby management but observe that a different message is

being sent to the public”。所以正确答案为选项C“produced conflicting image

between its employees and the generalpublic”。

28． A financial institution

正确答案：C

解析：该题同样对应文章第三段中间“And one major financial services

institution…”。很明显可以看出该题与前一道题所讲到的“health insurance

company”一样都是为了说明观点“They are told one thing by management but

observe that a different message is beingsent to the public”的例子。所以正确答案

同样为选项C“produced conflicting imagebetween its employees and the general

public”。

29． A computer company

正确答案：D

解析：该题对应文章第四段中间IBM的例子。原文在第四段中提及“IBM was

also usingthe campaign to align’employees around the idea of the Internet as the

future of technology．The internal campaign changed the way employees thought

about everything they did．．．itgave employees a sense of direction and purpose…”，

这一切都在说明IBM的广告营销活动对员工产生了正面的、积极的作用，对应

选项D“successfully used an advertisingcampaign to inspire employees”。所以正确

答案为D。

30． An airline

正确答案：A

解析：该题对应文章第五段United Airlines的例子。段落中“it sought to

differentiate itselfby acknowledging poor service and promising incremental

improvements”对应选项A的“apologetic”，“a campaign focusing on customers’

distaste for flying was deeply discour-aging to the staff．Employee resentment

ultimately made it impossible for United to deliverthe improvements it was

promising”对应选项A的“alienated its employees”。所以正确答案为选项A

“alienated its employees by its apologetic branding campaign”。

31． A sport shoe company

正确答案：E

解析：该题对应文章倒数第二段Nike的例子。段落中提及“Corporate

Storyteller”。讲述故事，以及“By talking about such inventive moves，the company

hopes to keep the spirit ofinnovation that characterises its ad campaigns alive and well

within the company”，对应选项E“draws on the legends of the company spirit”。所

以正确答案为E。

32． A railway company

正确答案：B

解析：该题对应原文最后一段British Rail的例子。文章在段落最后明显提

及“By drawingattention to the gap between the promise and the reality,it prompted

destructive press cov-erage”，这里的“destructive press coverage”对应选项B的

“negative publicity”。所以正确答案为选项B“attracted negative publicity through

its advertising campaign”。

Do the following statements agree with the claims of the writer in Reading

Passage 3?In boxes 33-40 on your answer sheet, writeYES if the statement agrees

with the claims of the writerNO if the statement contradicts with the claims of the

writerNOT GIVEN if it is impossible to say what the writer thinks about this

33． A strong conviction in the brand can contribute to higher job performance.

A．Yes

B．No

C．Not Given

正确答案：A

解析：利用细节信息“strong conviction in the brand”和顺序性原则定位于原

文第一段倒数第二句话“when people care about and believe in the brand,they’re

motivated to workharder and their loyalty to the company increases”，这里的“believe

in the brand”对应题目的“strong conviction in the brand”，“they’re motivated to

work harder”对应题目的“contribute to higher job performance”。题目与原文是同

义表达，所以答案为Yes。

34． It is common for companies to overlook the necessity for internal

communication.

A．Yes

B．No

C．Not Given

正确答案：A

解析：利用顺序性原则定位于原文第二段第一句话“Unfortunately,in most

companies，inter-nal marketing is done poorly,if at all”，原文在这里提及大多数公

司即使(if at all)做了“internal marketing”，也是做得很差(done poorly)。这里的

“internal marketing”对应题目的“internal communication”，“done poorly,if at all”

对应题目的“overlook”。题目与原文是同义表达，所以正确答案为Yes。

35． Consumers were ready to view IBM as a leader in e-business before the

advertising campaign.

A．Yes

B．No

C．Not Given

正确答案：B

解析：利用细节信息“IBM”和“e-business”以及顺序性原则定位于原文第

四段第三句话“In1997，when IBM launched its e-business campaign…it chose to

ignore research that sug-gested consumers were unprepared to embrace IBM as a

leader in e-business”，原文这里明显提及在营销活动开始时消费者还没有准备好

(unprepared)把IBM看作e-business的领袖，而题目却说消费者在活动开展之前

就已经“ready to view IBM as a leader ine-business”，题目信息与原文信息明显相

反，所以正确答案为No。

36． United Airlines’ failure in its branding campaign was due to the bad advice

of an advertisement agency.

A．Yes

B．No

C．Not Given

正确答案：B

解析：利用细节信息“United Airlines”和顺序性原则定位于原文第五段。

原文在这里提及“United Airlines”开始了—个营销活动(launched a new campaign,

“Rising”)，但最后却失败了。失败的原因在该段落最后一句话有明确提及，即

“a fundamental principleof advertising一find and address a customer concern—

failed United because it did not con-sider the internal market”，也就是说失败的原因

在于“United Airlines”没有能够充分地考虑“the internal market”，而非题目所

说的“due to the bad advice of an advertisement agency”。题目信息与原文信息不

相符，所以正确答案为No。

37． United Airlines eventually abolished its campaign to boost image as the

result of a market research.

A．Yes

B．No

C．Not Given

正确答案：C

解析：这道题的定位相对前一道题要简单。该题定位于原文第五段倒数第三

句话“Threeyears later,United decided employee opposition was undermining its

success and pulled thecampaign”。原文这里提及联合航空公司撤销了这个营销活

动(pulled the campaign)，对应题目的“abolished its campaign”，但是否是为了“boost

image”，原文并未提及。原文只提及联合航空公司认为“employee opposition”

已经影响到了营销活动的成功，但是这个结论是否是由“market research”得出

来的却不为人知。题目信息在原文信息的基础上无法判断。所以正确答案为Not

Given。

38． It is an expensive mistake for IBM to launch its new e-business campaign.

A．Yes

B．No

C．Not Given

正确答案：B

解析：利用细节信息“IBM”和顺序性原则定位于原文倒数第三段第二句话

“IBM usedthis tactic very effectively when it launched its e-business campaign”，该

段落后面也提及“This is an expensive way to capture attention，but if used

sparingly,it is the most powerfulform of communication”，很明显可以看出IBM做

得较为成功，而题目却说这是一个“expensive mistake”。题目信息与原文信息直

接相反，所以正确答案为No。

39． Nike employees claimed that they were inspired by their company tales.

A．Yes

B．No

C．Not Given

正确答案：C

解析：利用细节信息“Nike”和“company tales”定位于原文倒数第二段最

后一句话“Bytalking about such inventive moves，the company hopes to keep the

spirit of innovation thatcharacterises its ad campaigns alive and well within the

company”，原文在这里强调的是Nike的愿望(the company hopes…)，而题目却说

“employees claimed that they wereinspired”。一个人或一个公司的愿望不一定最

终实现，而题目却说实现了。原文其实并未提及employees是否被inspired。题

目信息在原文信息的基础上无法判断，所以正确答案为Not Given。

40． A slight difference between internal and external promises can create a

sense of purpose.

A．Yes

B．No

C．Not Given

正确答案：A

解析：利用细节信息“A slight difference between internal and external

promises”和顺序性原则定位于原文最后一段第一，第二句话“…companies must

also keep externalpromises a little ahead of internal realities．Such promises provide

incentives for employ—ees and give them something to live up to…”，这里的“give

them something to live upto”就对应题目的“a sense of purpose”。题目信息与原文

信息是同义表达，所以正确答案为Yes。