题目内容
Mass transportation revised the social and economic fabric of the American city in three fundamental ways. It speeded up physical expansion, it sorted out people and land uses, and it 62 the inherent instability of urban life. By opening vast areas of unoccupied land for residential expansion, the buses, 63 , commuter trains, and electric trolleys pulled settled regions outward two to four times more 64 from city centers than they were in the pre-modern era. In 1850, for example, the borders of Boston lay 65 two miles from the old business district; by the turn of the century the 66 ex tended ten miles. Now those who could afford it could live far removed from the old city center and still 67 there for work, shopping, and 68 The new accessibility of land around the periphery (外围) of almost every, major city 69 an explosion of real estate development and fueled what we now 70 as urban sprawl (城市蔓延). Between 1890 and 1920, for example, some 250,000 new 71 lots were recorded within the borders of Chicago, 72 of them located in outlying areas. Over the same period, another 550,000 were plotted outside the city limits 73 within the metropolitan area. Anxious to take 74 of the possibilities of commuting, real estate developers added 800,000 potential building sites to the Chicago region in just thirty years—lots that could have housed five to six million people. Of course, many were never 75 ; there was always a huge surplus of subdivided, but vacant, land around Chicago and other cities. These 76 pre sent a feature of residential expansion 77 to the growth of mass transportation: urban sprawl was 78 unplanned. It was carried out by thousands of small investors who paid little care to coordinated land use or to future land users. Those who purchased and prepared land for residential purposes, particularly land near or outside city borders 79 transit lines and middle-class inhabitants were anticipated, did so to create demand 80 much as to respond to it. Chicago is a prime example of this 81 . Real estate subdivision there proceeded much faster than population growth.
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Questions 57 to 61 are based on the following passage. The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want to be competitive. Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results. Translation mistakes are at the heart of many blunders in international advertising. General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new (star)" and means "star" in many languages, but in spoken Spanish it can sound like "nova", meaning "it doesn’t go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales picked up dramatically. Marketing blunders have also been made by food and beverage companies. One American food company’s friendly "Jolly Green Giant" (for advertising vegetables) became something quite different when it was translated into Arabic as "Intimidating Green Ogre". When translated into German, Pepsi’s popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave". No wonder customers in Germany didn’t rush out to buy Pepsi. Even a company with an excellent international track record like Kentucky Fried Chicken is not immune to the perils of faulty translation. Many sales were lost when the catch phrase "finger licking food" became "eat with your fingers off" in Chinese translation. A manufacturer of one laundry detergent also made an expensive mistake in the Middle East. Its advertisements showed a picture of a pile of dirty clothes on the left, a box of the company’s detergent in the middle, and clean clothes on the right. Unfortunately, the message was incorrectly interpreted because most people looked at it from right to left, the way Arabic is read. Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translation and more sensitive to cultural distinctions. The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back translation" to reduce the possibility of blunders. The process uses one person to translate a message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings. The phrase "the catch phrase" (Line 2, Para.5) has the closest meaning to ______.
The last question we have to discuss is ______ (谁将接任该协会主席职位).
Questions 57 to 61 are based on the following passage. The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want to be competitive. Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results. Translation mistakes are at the heart of many blunders in international advertising. General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new (star)" and means "star" in many languages, but in spoken Spanish it can sound like "nova", meaning "it doesn’t go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales picked up dramatically. Marketing blunders have also been made by food and beverage companies. One American food company’s friendly "Jolly Green Giant" (for advertising vegetables) became something quite different when it was translated into Arabic as "Intimidating Green Ogre". When translated into German, Pepsi’s popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave". No wonder customers in Germany didn’t rush out to buy Pepsi. Even a company with an excellent international track record like Kentucky Fried Chicken is not immune to the perils of faulty translation. Many sales were lost when the catch phrase "finger licking food" became "eat with your fingers off" in Chinese translation. A manufacturer of one laundry detergent also made an expensive mistake in the Middle East. Its advertisements showed a picture of a pile of dirty clothes on the left, a box of the company’s detergent in the middle, and clean clothes on the right. Unfortunately, the message was incorrectly interpreted because most people looked at it from right to left, the way Arabic is read. Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translation and more sensitive to cultural distinctions. The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back translation" to reduce the possibility of blunders. The process uses one person to translate a message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings. It can be inferred that Chevrolet Nova ______.
Mass transportation revised the social and economic fabric of the American city in three fundamental ways. It speeded up physical expansion, it sorted out people and land uses, and it 62 the inherent instability of urban life. By opening vast areas of unoccupied land for residential expansion, the buses, 63 , commuter trains, and electric trolleys pulled settled regions outward two to four times more 64 from city centers than they were in the pre-modern era. In 1850, for example, the borders of Boston lay 65 two miles from the old business district; by the turn of the century the 66 ex tended ten miles. Now those who could afford it could live far removed from the old city center and still 67 there for work, shopping, and 68 The new accessibility of land around the periphery (外围) of almost every, major city 69 an explosion of real estate development and fueled what we now 70 as urban sprawl (城市蔓延). Between 1890 and 1920, for example, some 250,000 new 71 lots were recorded within the borders of Chicago, 72 of them located in outlying areas. Over the same period, another 550,000 were plotted outside the city limits 73 within the metropolitan area. Anxious to take 74 of the possibilities of commuting, real estate developers added 800,000 potential building sites to the Chicago region in just thirty years—lots that could have housed five to six million people. Of course, many were never 75 ; there was always a huge surplus of subdivided, but vacant, land around Chicago and other cities. These 76 pre sent a feature of residential expansion 77 to the growth of mass transportation: urban sprawl was 78 unplanned. It was carried out by thousands of small investors who paid little care to coordinated land use or to future land users. Those who purchased and prepared land for residential purposes, particularly land near or outside city borders 79 transit lines and middle-class inhabitants were anticipated, did so to create demand 80 much as to respond to it. Chicago is a prime example of this 81 . Real estate subdivision there proceeded much faster than population growth.
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