雅思阅读标题题下.ppt

第七讲雅思阅读标题题下标题选择题的五大原则：•原则1•用排除法筛选答案。排除与本段无关的新概念，排除本段提到的的小细节。•原则2•以段为单位，先完成细节题，再归纳段意。•说明也就是说，一段话中很可能包括选择、判断等细节题，先逐行寻找细节题的答案，到段落结束时再概括段落大意。•原则3•注意文章与选项之间的同义词或原文反复强调的内容。•原则4•注意原文和选项中所包含的数字、比较、原因或结果关系。•原则5•备选项不复选，只使用一次。因此，凡是已选过的项都可以排除。ListofHeadingsi.Gatheringtheinformationii.Cigarettesproducedtomatchanimageiii.Financialoutlayonmarketingiv.Thefirstadvertisingmethodsv.Pressurecausesadropinsalesvi.Changingattitudesallownewmarketingtacticsvii.Backgroundtotheresearchviii.Apublicuproarisavoidedix.Theinnovativemovetowrittenadvertsx.Acenturyofuninhibitedsmokingxi.Conclusionsoftheresearch•14.ParagraphA•15.ParagraphB•16.ParagraphC•ExampleAnswer•ParagraphDiv•17.ParagraphE•18.ParagraphF•19.ParagraphG•ExampleAnswer•ParagraphHxi•LookingforaMarketamongAdolescents•AIn1992,themostrecentyearforwhichdataareavailable,theUStobaccoindustryspent$5billionondomesticmarketing.Thatfigurerepresentsahugeincreasefromtheapproximate£250-millionbudgetin1971,whentobaccoadvertisingwasbannedfromtelevisionandradio.Thecurrentexpendituretranslatestoabout$75foreveryadultsmoker,orto$4,500foreveryadolescentwhobecameasmokerthatyear.Thisapparentlyhighcosttoattractanewsmokerisverylikelyrecoupedovertheaverage25yearsthatthisteenwillsmoke.•BInthefirsthalfofthiscentury,leadersofthetobaccocompaniesboastedthatinnovativemass-marketingstrategiesbuilttheindustry.Recently,however,thetobaccobusinesshasmaintainedthatitsadvertisingisgearedtodrawestablishedsmokerstoparticularbrands.Butpublichealthadvocatesinsistthatsuchadvertisingplaysaroleingeneratingnewdemand,withadolescentsbeingtheprimarytarget.Toexploretheissue,weexaminedseveralmarketingcampaignsundertakenovertheyearsandcorrelatedthemwiththeagessmokerssaytheybegantheirhabit.Wefindthat,historically,thereisconsiderableevidencethatsuchcampaignsledtoanincreaseincigarettesmokingamongadolescentsofthetargetedgroup.•CNationalsurveyscollectedtheagesatwhichpeoplestartedsmoking.The1955CurrentPopulationSurvey(CPS)wasthefirsttoqueryrespondentsforthisinformation,althoughonlysummarydatasurvive.Beginningin1970,however,theNationalHealthInterviewSurveys(NHIS)includedthisquestioninsomepolls.Answersfromallthesurveyswerecombinedtoproduceasampleofmorethan165,000individuals.Usingarespondent’sageatthetimeofthesurveyandthereportedageofinitiation,[agetheystartedsmoking],theyearthepersonbegansmokingcouldbedetermined.Dividingthenumberofadolescents(definedasthose12to17yearsold)whostartedsmokingduringaparticularintervalbythenumberwhowere“eligible”tobeginatthestartoftheintervalsettheinitiationrateforthatgroup.•DMass-marketingcampaignsbeganasearlyasthe1880s,whichboostedtobaccoconsumptionsixfoldby1900.Muchoftherisewasattributedtoagreaternumberofpeoplesmokingcigarettes,asopposedtousingcigars,pipes,snufforchewingtobacco.Marketingstrategiesincludedpaintedbillboardsandanextensivedistributionofcoupons,whicharecipientcouldredeemforfreecigarettes....Somebrandsincludedsoft-pornpicturesofwomeninthepackages.Suchtacticsinspiredoutcryfromeducationalleadersconcernedabouttheircorruptinginfluenceonteenageboys.Thirteenpercentofthemalessurveyedin1955whoreachedadolescencebetween1890and1910commencedsmokingby18yearsofage,comparedwithalmostnofemales.•EThepoweroftargetedadvertisingismoreapparentifoneconsidersthemenbornbetween1890and1899.In1912,whenmanyofthesemenwereteenagers,theR.J.ReynoldscompanylaunchedtheCamelbrandofcigaretteswitharevolutionaryapproach....Everycityinthecountrywasbombardedwithprintadvertising.Accordingtothe1955CPS,initiationbyage18formalesinthisgroupjumpedto21.6percent,atwothirdsincreaseoverthosebornbefore1890.TheNHISinitiationratealsoreflectedthischange.Foradolescentmalesitwentupfrom2.9percentbetween1910and1912to4.9percentbetween1918and1921.•FItwasnotuntilthemid-1920sthatsocialmorespermittedcigaretteadvertisingtofocusonwomen....In1926aposterdepictedwomenimploringsmokersofChesterfieldcigarettesto“BlowSomeMyWay”.Themostsuccessfulcrusade,however,wasforLuckyStrikes,whichurgedwomento“ReachforaLuckyinsteadofaSweet”.The1955CPSdatashowedthat7percentofthewomenwhowereadolescentsduringthemid-1920shadstartedsmokingbyage18,comparedwithonly2percentintheprecedinggenerationoffemaleadolescents.InitiationratesfromtheNHISdataforadolescentgirlswereobservedtoincreasethreefold,from0.6percentbetween1922and1925to1.8percentbetween1930and1933.Incontrast,ratesformalesroseonlyslightly.•GThenextmajorboostinsmokinginitiationinadolescentfemalesoccurredinthelate1960s.In1967thetobaccoindustrylaunched“niche”brandsaimedexclusivelyatwomen.ThemostpopularwasVirginiaSlims.Thevisualsofthiscampaignemphasizedawomanwhowasstrong,independentandverythin....Initiationinfemaleadolescentsnearlydoubled,from3.7percentbetween1964and1967to6.2percentbetween1972and1975(NHISdata).Duringthesameperiod,ratesforadolescentmalesremainedstable.•HThus,infourdistinctinstancesoverthepast100years,innovativeanddirectedtobaccomarketingcampaignswereassociatedwithmarkedsurgesinprimarydemandfromadolescentsonlyinthetargetgroup.Thefirsttwoweredirectedatmalesandthesecondtwoatfemales.Ofcourse,otherfactorshelpedtoentrenchsm