1月5日的雅思考试已经落下帷幕，“战后归来”的烤鸭们，想对自己的考试成绩和结果一探究竟;“蠢蠢欲动”备战近期考试的烤鸭们，想对的考题和考情辨别水深水浅。

　　北京新航道“雅思梦之队”师资，时间为你点评1月5日考试，解读雅思听力、口语、阅读、写作考情。首先我们一起来看一下本次考试雅思阅读部分的内容：

　　(Reading)

　　Title：The impact of advertisement on children

　　Type of Questions： Heading/Y/N/NG

　　【文章概要】

　　Passage 1(重复2010年3月27日考题)

　　内容回顾：文章是讲广告和小孩饮食的。电视广告对儿童饮食习惯以及营养概念的影响;一些小孩子吃垃圾食品并没有增加其对营养的知识;食品广告与儿童肥胖症之间的关系;进一步的研究;倡议我们应该有所行动。

　　参考文章：托福TPO中有一篇也是讲广告和孩子的，背景有点相似，仅供参考。

　　Children and Advertising

　　Young children are trusting of commercial advertisements in the media, and advertisers have sometimes been accused of taking advantage of this trusting outlook. The Independent Television Commission, regulator of television advertising in the United Kingdom, has criticized advertisers for ‘misleadingness'—creating a wrong impression either intentionally or unintentionally—in an effort to control advertisers' use of techniques that make it difficult for children to judge the true size, action, performance, or construction of a toy.

　　General concern about misleading tactics that advertisers employ is centered on the use of exaggeration. Consumer protection groups and parents believe that children are largely ill-equipped to recognize such techniques and that often exaggeration is used at the expense of product information. Claims such as "the best' or “better than" can be subjective and misleading; even adults may be unsure as to their meaning. They represent the advertiser's opinions about the qualities of their products or brand and, as a consequence, are difficult to verify. Advertisers sometimes offset or counterbalance an exaggerated claim with a disclaimer—a qualification or condition on the claim. For example, the claim that breakfast cereal has a health benefit may be accompanied by the disclaimer "when part of a nutritionally balanced breakfast.' However, research has shown that children often have difficulty understanding disclaimers: children may interpret the phrase 'when part of a nutritionally balanced breakfast" to mean that the cereal is required as a necessary part of a balanced breakfast. The author George Comstock suggested that less than a quarter of children between the ages of six and eight years old understood standard disclaimers used in many toy advertisements and that disclaimers are more readily comprehended when presented in both audio and visual formats. Nevertheless, disclaimers are mainly presented in audio format only.

　　Fantasy is one of the more common techniques in advertising that could possibly mislead a young audience. Child-oriented advertisements are more likely to include magic and fantasy than advertisements aimed at adults. In a content analysis of Canadian television, the author Stephen Kline observed that nearly all commercials for character toys featured fantasy play. Children have strong imaginations and the use of fantasy brings their ideas to life, but children may not be adept enough to realize that what they are viewing is unreal. Fantasy situations and settings are frequently used to attract children's attention, particularly in food advertising. Advertisements for breakfast cereals have, for many years, been found to be especially fond of fantasy techniques, with almost nine out of ten including such content. Generally, there is uncertainty as to whether very young children can distinguish between fantasy and reality in advertising. Certainly, rational appeals in advertising aimed at children are limited, as most advertisements use emotional and indirect appeals to psychological states or associations.

　　The use of celebrities such as singers and movie stars is common in advertising. The intention is for the positively perceived attributes of the celebrity to be transferred to the advertised product and for the two to become automatically linked in the audience's mind. In children's advertising, the celebrities are often animated figures from popular cartoons In the recent past, the role of celebrities in advertising to children has often been conflated with the concept of host selling. Host selling involves blending advertisements with regular programming in a way that makes it difficult to distinguish one from the other. Host selling occurs, for example, when a children's show about a cartoon lion contains an ad in which the same lion promotes a breakfast cereal. The psychologist Dale Kunkel showed that the practice of host selling reduced children's ability to distinguish between advertising and program material. It was also found that older children responded more positively to products in host selling advertisements.

　　Regarding the appearance of celebrities in advertisements that do not involve host selling, the evidence is mixed. Researcher Charles Atkin found that children believe that the characters used to advertise breakfast cereals are knowledgeable about cereals, and children accept such characters as credible sources of nutritional information. This finding was even more marked for heavy viewers of television. In addition, children feel validated in their choice of a product when a celebrity endorses that product. A study of children in Hong Kong, however, found that the presence of celebrities in advertisements could negatively affect the children’s perceptions of a product if the children did not like the celebrity in question.

　　总结：全文以判断题为解题重点，每读一段就解决里面的细节题，然后解决段落相应的headings。总体来看文章难度适中，背景也不新颖，关键是题型搭配直白。

　　Title：Coastal Sculpture

　　Type of Questions：Matching、Sentence Completion

　　【文章概要】

　　Passage 2

　　内容回顾：首段大致介绍海岸雕像的存在;第二段说关于个雕像的竖立过程、问题及现状;第三段是关于第二个雕像的竖立经历、细节及其受欢迎的现状;第四段是关于第三个教堂雕像，因为海水侵蚀消失了，而今重新雕刻，受到阻碍，有个人的劝解，改变了公众的看法，之后接受了雕像，如今雕像可以使得该地区重回当年的繁荣时代。

　　总结：文章的重点和难点在于“段落细节配对”题。

　　Title：Talc

　　Type of Questions：Matching、Summary、Short Answer

　　【文章概要】

　　Passage 3 (重复2010年3月6日考题)

　　内容回顾：首部分讲滑石粉概述，后面是口香糖制作，橄榄油和农产品保护中橄榄油的用法;最后是讲滑石粉对农作物的意义，并在最后一段说，会在葡萄种植农身上首先试用。

　　总结：考生可以把Summary和Short Answer两个题型作为解题重点，把matching作为附带的题型。在做题过程中以Summary和Short Answer两个题型的关键词为主进行阅读，哪里出现matching的关键词再进行比较详细的阅读。

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