1、专业八级-264 及答案解析(总分：100.05，做题时间：90 分钟)一、LISTENING COMPREHENS(总题数：0，分数：0.00)Cross Cultural AdvertisingA successful cross cultural advertising campaign largely depends on effective cross cultural communication, which requires a deep understanding of a particular culture. There are several areas of cross
2、 cultural differences that are important to advertising. . Language in cross cultural advertising a) 1 of company or product names and slogans Ford“s introduction of “Pinto“ in 2 b) Cultural 3 must also be analysed . 4 in cross cultural advertising a) Aim: potential customers can 5 the ads b) Exampl
3、es: 6 : USA Assume that listeners are 7 background information Implicit communicator: Japan Assume that listeners are well informed . Colours, numbers and images in cross cultural advertising 1. Colours: a) Lucky colours: red in China b) Unlucky colours: 8 in Japan c) Colours having 9 : Green in Isl
4、am Colours with tribal associations in Africa 2. Numbers: a) 13 is unlucky in USA or UK b) 10 are unlucky in Japan 3. Images: Bikinis are commonplace in London but 11 in Middle East . 12 in cross cultural advertising a) 13 b) 14 society Stress the word “I“ c) 14 and hierarchical societies Avoid rebe
5、lliousness or lack of respect for authority d) Political or economic ideology （分数：30.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_Preventing Cross Cultural MiscommunicationMiscommunications happen all the time between people whose native
6、 languages are different. Native English speakers, though boasting the advantage of speaking the world language, should also be aware of miscommunications. Here are several pieces of advice to English speakers: . Cultural differences in 16 need to be addressed. A. Americans like to use 17 and phrase
7、s. B. Japanese people do not like to say “ 18 “. C. French people can get easily offended. D. Germans are 19 E. Italians don“t love details. . Main 20 for foreigners to understand English speakers. A. Metaphor 21 : a) sport metaphors b) military metaphors c) mixed metaphors d) 22 metaphors B. Condit
8、ionals can be 23 . C. Not aware of 24 . Beginning a conversation informally can be 25 . English 26 to avoid miscommunication. A. Be aware of using metaphors. B. Avoid making a(n) 27 statement when possible. C. Pay attention to cultural habits with regards to respect. 28 before calling someone by the
9、 first name. . Conclusion: use 29 . Downside: reduced 30 . Advantage: pertinent, direct, and stronger communication. （分数：30.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_Cultural Characteristics green is considered a special colour in Isl
10、am and some colours have tribal associations in parts of Africa. Many hotels in the USA or UK do not have a room 13 or a 13th floor. Similarly, Nippon Airways in Japan do not have the seat numbers 4 or 9. If there are numbers with negative connotations abroad, presenting or packaging products in tho
11、se numbers when advertising should be avoided. Images are also culturally sensitive. Whereas it is common to see pictures of women in bikinis on advertising posters on the streets of London, such images would cause outrage in the Middle East. With these differences in mind, we“d better avoid sensiti
12、ve colours, numbers and images in the advertorials and try to figure out different meanings of these symbols perceived by the targeted audience. To this end, a feasible study is always a good idea before you launch an advertising campaign. And this actually brings to my last point. Cultural values i
13、n cross cultural advertising. When advertising abroad, the cultural values underpinning the society must be analysed carefully. Is there a religion that is practised by the majority of the people? Is the society collectivist or individualist? Is it family orientated? Is it hierarchical? Is there a d
14、ominant political or economic ideology? All of these will impact an advertising campaign if left unexamined. For example, advertising that focuses on individual success, independence and stressing the word “I“ would be received negatively in countries where teamwork is considered a positive quality.
15、 Rebelliousness or lack of respect for authority should always be avoided in family orientated or hierarchical societies. By way of conclusion, we can see that the principles of advertising run through to cross cultural advertising too. That isknow your market, what is attractive to them and what th
16、eir aspirations are. Cross cultural advertising is simply about using common sense and analysing how the different elements of an advertising campaign are impacted by culture and modifying them to best speak to the target audience. So that is the cross culture aspect of advertising I would like to t
17、alk about today. In the next lecture, we shall examine the psychological aspect of advertising. 解析 讲座主题是跨文化广告应注意的几个方面。本题考查跨文化广告中应该注意的第一个方面：语言。其中谈到了企业、产品名称或口号的语言含义(Linguistic implications)。 填空项 1:_ （正确答案：Brazil）解析： Brazil解析 本题考查考生对细节的把握。录音提到，跨文化广告中会出现一些语言在跨文化中错误的案例，最滑稽的是福特汽车公司把“Pinto”这一词引入到巴西。故本题填入 B
18、razil。 填空项 1:_ （正确答案：suitability）解析： suitability解析 录音在讲到跨文化广告语言的第二条分述点时说到，语言的文化适应性也应当被分析。因此本题填 suitability。 填空项 1:_ （正确答案：Communication style）解析： Communication style解析 本题考查跨文化广告中应注意的第二个方面，即不同文化的沟通方式(communication style)。 填空项 1:_ （正确答案：understand and appreciate）解析： understand and appreciate解析 原文提到，了解
19、不同文化的沟通方式有助于跨文化广告深入到潜在客户群中，使他们理解并欣赏广告，故填 understand and appreciate。 填空项 1:_ （正确答案：Explicit communicator）解析： Explicit communicator解析 沟通方式分为直白型(explicit)与隐晦型(implicit)两种，录音中举了美国与日本的两个例子，美国的文化沟通方式属于前者，而日本属于后者。根据题目后 Implicit communicator: Japan 可知，即使没记下笔记，也可推测出美国与日本相反的信息。 填空项 1:_ （正确答案：unaware of）解析： un
20、aware of解析 本题要填直白型沟通方式的表现。原文提到这类型的沟通是假设听者不知晓背景知识，故填 unaware of。本题与上题都是以对照的方式出现，若笔记不全，可通过题目给出有关日本的情况：well informed 推出答案。 填空项 1:_ （正确答案：black）解析： black解析 本题考查跨文化广告中的颜色，如红色在中国代表幸运，黑色在日本代表不幸。本题填入 black。 填空项 1:_ （正确答案：certain significance）解析： certain significance解析 在谈到颜色对跨文化广告的重要性时，文中举了几个例子。除了讲红色与黑色在不同国家
21、所代表的含义，还提到 有些颜色具有特殊的意义，如绿色在伊斯兰文化中具有特殊的意义。故填 certain significance。 填空项 1:_ （正确答案：4 and 9 / Four and nine）解析： 4 and 9 / Four and nine解析 文中通过举例子阐释跨文化广告中应注意数字在不同文化中的含义，其中讲到 4 和 9 在日本被视为不吉利的数字，航空公司没有 4 号或者 9 号座位。例子是历年常考点之一，应注意记录。 填空项 1:_ （正确答案：outrageous / unacceptable）解析： outrageous / unacceptable解析 根据原
22、文，在伦敦街头的海报中出现身穿比基尼的女模特比比皆是，而这在中东地区会引起公愤。这里要填一个形容词，需将 cause outrage 转换为 outrageous 或unacceptable。 填空项 1:_ （正确答案：Cultural values）解析： Cultural values解析 录音提到，跨文化广告中应注意的最后一个方面是不同国家的文化价值观，故填 Cultural values。 填空项 1:_ （正确答案：Religio）解析： Religion解析 录音提到跨文化广告的文化价值观在以下几个方面有所体现，分别是宗教、社会、家庭、政治或经济意识形态。因此本题填入 Relig
23、ion。 填空项 1:_ （正确答案：Individualist）解析： Individualist解析 本题若审题不仔细容易误填 collectivist。录音提到，做跨国广告时需仔细辨清是集体主义社会还是个人主义社会。根据信息框架下的进一步阐释 stress the word “I“，推断出此处应填 Individualist。 填空项 1:_ （正确答案：Family oriented）解析： Family oriented解析 录音提到跨文化广告的文化价值观的第三个方面，反叛或缺乏对权威的尊重都应该在以家庭为重的社会或等级社会里予以避免。 Preventing Cross Cultur
24、al MiscommunicationMiscommunications happen all the time between people whose native languages are different. Native English speakers, though boasting the advantage of speaking the world language, should also be aware of miscommunications. Here are several pieces of advice to English speakers: . Cul
25、tural differences in 16 need to be addressed. A. Americans like to use 17 and phrases. B. Japanese people do not like to say “ 18 “. C. French people can get easily offended. D. Germans are 19 E. Italians don“t love details. . Main 20 for foreigners to understand English speakers. A. Metaphor 21 : a
26、) sport metaphors b) military metaphors c) mixed metaphors d) 22 metaphors B. Conditionals can be 23 . C. Not aware of 24 . Beginning a conversation informally can be 25 . English 26 to avoid miscommunication. A. Be aware of using metaphors. B. Avoid making a(n) 27 statement when possible. C. Pay at
27、tention to cultural habits with regards to respect. 28 before calling someone by the first name. . Conclusion: use 29 . Downside: reduced 30 . Advantage: pertinent, direct, and stronger communication. （分数：30.00）填空项 1:_ （正确答案：communication styles / communication ways）解析： communication styles / commun
28、ication ways 听力原文 Preventing Cross Cultural MiscommunicationGood morning everyone. Today, I am going to talk about preventing cross cultural miscommunication. Miscommunication between people happens all the time, especially when one of the parties is using a second language. We often end up hearing
29、miscommunication stories in the form of a joke: “You wouldn“t believe what happened to me.“ But we don“t always hear all of the stories, especially when we cause the miscommunication with international audiences. Native English speakers have the so-called advantage of speaking the so-called world la
30、nguage. If this is your case, it is likely your audience put up with the visible problems of miscommunication. You may not even be aware there is any miscommunication, and your communication can suffer from it. Misunderstandings lead to doubt about the real intent of others. This can have a very neg
31、ative effect on a communication bottom line. That“s why when we communicate in English and deal with international audiences, we need to pay special attention to any miscommunication. First of all, we need to address cultural differences in communication styles. Every country has its own communicati
32、on style and habits. These different styles do not translate well, so we need to pay special attention to communication with foreign people. Americans like to use slang words and phrases that even other Americans don“t always understand. “I“m jazzed when that happens!“ Japanese people do not like to
33、 refuse something, so they say that it will be discussed “later“. Later means never. French people can get easily offended. For example, every word has to have a French translatione-mall, mail, and ml are too English, so the word “courriel “ was created. Germans love details and Italians don“t. And
34、the list of generalized differences can go on and on. Understanding the cultural differences, we must ask the second question: how can cross cultural communication be easy? Before trying to learn everything about all of the different cultures out there, it is important to look at your own communicat
35、ion styles first. How is our own English language perceived in different cultures? Here are some of the main stumbling blocks for foreigners trying to understand what we have said. The first one in the list is metaphor traps. In English we have the habit of using sport and military metaphors. We eve
36、n use mixed metaphors and dead metaphors. Here are some examples of the metaphors we use: We talk about “leveling the playing field“ before we “charge straight in“ to the “front line of operations“. He can “step up to the plate and grab the bull by the horns“. “I gather you“ve understood“ that “to g
37、rasp this concept“ is a “touchdown for our team“. These phrases actually mean something. And yet how many people would not follow their meanings? You might say: these metaphors are as subtle as a sledgehammer, everyone would understand them. But this is not the case. The second stumbling block is th
38、e confusion over conditionals. Another area of miscommunication where native English speakers mislead foreigners is the use of the conditional: could, should, would, and the hypothetical: if. We use these variations in English more than in many other cultures. It is simple. To your international aud
39、ience, “could“ and “can“ mean “will“. “If you pay on time, we can deliver on time“ will be heard as “we will deliver on time“. Instead, try saying, we will begin manufacturing after your payment is received. Then make sure that your client has heard you, understood you, and is willing to act on your
40、 conversation. The third trouble is unknowing lack of respect. English speakers can rapidly create bad impressions by being inappropriately informal. Many cultures have a different concept of respect and formality. In many cultures people will only address others using personal names after several m
41、onthsor not at all. Native English speakers from all countries generally address acquaintances on a first name basis faster than in some cultures. Americans being the champions with the general use of nick names added to the mix. Beginning your conversation informally in many cultures can be insulti
42、ng. With these stumbling blocks in mind, let“s come to the third part of my talk today. English guidelines to avoid miscommunication. You can eliminate many sources of cross cultural miscommunication simply by paying attention to your own use of English. After looking at the above points, here are s
43、ome guidelines: 1. Be aware of the metaphors you use, explain them clearly. Better yet, eliminate them. 2. Avoid making a conditional statement when possible. Clearly identify what you are saying, doing, promising. Better yet, simplify your communication and your offer. 3. Be aware of the other pers
44、on“s cultural habits with regards to respect as much as possible. If you are not familiar with the other person“s habits, the least you can do is to ask for permission to call them by their first name. Better yet, ask them how people call them in their own country, and ask if you can call them in th
45、e same way. The bottom line is this If you want to communicate effectively across cultures you must use simple English. The drawback of communicating effectively across cultures is that your vocabulary will probably become severely reduced in size. The advantage is that your communication will be mo
46、re pertinent, direct, and stronger. Examining your own communication habits and their cross cultural implications is the best place to start. Your own communication will be the source of fewer stories of cultural communication blunders. And your own communication becomes a strong tool to get more in
47、ternational friends. OK. I think we have covered how to prevent most, cross cultural miscommunication by examining your own English communication. Next time, we will discuss the way American culture is perceived by foreign cultures. 填空项 1:_ （正确答案：slang words）解析： slang words解析 本题考查美国人的语言使用习惯。录音提到每个国家都有自己的交流风格和习惯，美国人喜欢使用俚语和习语来进行交流。本题填入 slang wo
