最新重庆大学全日制专业硕士研究生英语考试试卷

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重庆大学全日制专业硕士研究生

《英语》课程试卷(B 类)

2014~2015 学年 第 一 学期（秋）

开课学院：外国语学院 课程编号：G0401A 考试日期： 2015.01.10

考试方式： 考试时间： 120 分钟

硕士生B 类答题纸 英语班次：_______________ Answer Sheet

Part I. Reading Comprehension ( 40 points, 1-10 20points; 11-20 20points) 1. ( ) 2. ( ) 3. ( ) 4. ( ) 5. ( ) 6. ( ) 7. ( ) 8. ( ) 9. ( ) 10. ( )

11. ( ) 12. ( )

13. ( ) 14. ( ) 15. ( )

16. ( ) 17. ( ) 18. ( )

19. ( ) 20. ( )

Part II. Translation from English to Chinese ( 20 points) Part III. Translation from Chinese to English ( 20 points ) Part IV . Writing ( 20 points)

(Please write your composition on the reverse side. 请写在背面)

重庆大学硕士研究生《英语 》课程试卷 2014～2015 学年 第 一 学期 硕士生B 类

Part I. Reading Comprehension （40 points ）

Directions : Read the following passages carefully and then select the best answer from the four choices given to answer the questions or to complete the statements that follow each passage. Write your answer on your Answer Sheet. Passage One

As a wise man once said, we are all ultimately alone. But an increasing number of Europeans are choosing to be so at an ever earlier age. This isn ’t the stuff of gloomy philosophical contemplations, but a fact of Europe ’s new economic landscape, embraced by sociologists, real-estate developers and ad executives alike. The shift away from family life to solo lifestyle, observes a French sociologist, is part of the irresistible momentum of individualism over the last century. The communications revolution, the shift from a business culture of stability to one of mobility and the mass entry of women into the workforce have greatly wreaked havoc on Europeans ’ private lives. Europe ’s new economic climate has largely fostered the trend toward independence. The current generation of home-aloners came of age during Europe ’s shift from social democracy to the sharper, more individualistic climate of American style capitalism. Raised in an era of privatization and increased consumer choice, today ’s tech-savvy workers have embraced a free market in love as well as economics. Modern Europeans are rich enough to afford to live alone, and temperamentally independent enough to want to do so. Once upon a time, people who lived alone tended to be those on either side of marriage —twenty something professionals or widowed senior citizens. While pensioners, particularly elderly women, make up a large proportion of those living alone, the newest crop of singles are high earners in their 30s and 40s who increasingly view living alone as a lifestyle choice. Living alone was conceived to be negative —dark and cold, while being together suggested warmth and light. But then came along the idea of singles. They were young, beautiful, strong! Now, young people want to live alone. The booming economy means people are working harder than ever. And that doesn ’t leave much room for relationships. Pimpi Arroyo, a 35-year-old composer who lives alone in a house in Paris, says he hasn ’t got time to get lonely because has too much work. “I have deadlines which would make life with someone else fairly difficult ”. Only an Ideal Woman would make him change his lifestyle, he says. Kaufmann, author of a recent book called “The Single Woman and Prince Charming ”, thinks this fierce new individualism means that people expect more and more of mates, so relationships don ’t last long —if they start at all. Eppendorf, a blond Berliner with a deep tan, teaches grade school in the mornings. In the afternoon she sunbathes or sleeps, resting up for going dancing. Just shy of 50, she says she ’d never have wanted to do what her mother did —give up a career to raise a family. Instead, “I ’ve always done what I wanted to do: live a self-determined life ”.

1. More and more young Europeans remain single because

A. they are driven by an overwhelming sense of individualism.

B. they have entered the workforce at a much earlier age.

C. they have embraced a business culture of stability.

D. they are pessimistic about their economic future. 2. What is said about European society in the passage? A. It has fostered the trend towards small families. B. It is getting closer to American-style capitalism. C. It has limited consumer choice despite a free market. D. It is being threatened by irresistible privatization. 3. According to Paragraph 3, the newest group of singles are A. warm and lighthearted. B. on either side of marriage.

命题（组题）人：

李

雁

审

题人： 黄萍

命

封

线

密

C. negative and gloomy.

D. healthy and wealthy.

4.The author quotes Eppendorf to show that

A. some modern women prefer a life of individual freedom.

B. the family is no longer the basic unit of society in present-day Europe.

C. some professional people have too much work to do to feel lonely.

D. Most Europeans conceive living a single life as unacceptable.

5.What is the author’s purpose in writing the passage?

A. To review the impact of women becoming high earners.

B. To contemplate the philosophy underlying individualism.

C. To examine the trend of young people living alone.

D. To stress the rebuilding of personal relationships.

Passage Two

American dramas and sitcoms would have been candidates for prime time several years ago. But those programs －though some remain popular －increasingly occupy fringe times slots on foreign networks. Instead, a growing number of shows produced by local broadcasters are on the air at the best times.

The shift counters longstanding assumptions that TV shows produced in the United States would continue to overshadow locally produced shows from Singapore to Sicily. The changes are coming at a time when the influence of the United States on international affairs has annoyed friends and foes alike, and some people are expressing relief that at least on television American culture is no longer quite the force it once was.

“There has always been a concern that the image of the world would be shaped too much by American culture,” said Dr. Jo Groebek, director general of the European Institut e for the Media, a non-profit group. Given the choice, he adds, foreign viewers often prefer homegrown shows that better reflect local tastes, cultures and historical events.

Unlike in the United States, commercial broadcasting in most regions of the world －including Asia, Europe, and a lesser extent Latin America, which has a long history of commercial TV －is a relatively recent development.

A majority of broadcasters in many countries were either state-owned or state-subsidized for much of th e last century. Governments began to relax their control in the 1980’s by privatizing national broadcasters and granting licenses to dozens of new commercial networks. The rise of cable and satellite pay-television increased the spectrum of channels.

Relatively inexperienced and often financed on a shoestring, these new commercial stations needed hours of programming fast. The cheapest and easiest way to fill airtime was to buy shows from American studios, and the bidding wars for popular shows were fierce.

The big American studios took advantage of that demand by raising prices and forcing foreign broadcasters to buy less popular programs if they wanted access to the best-selling shows and movies.

“The studio priced themselves out of prime time,” said Harry Evans Sloan, chairman of SBS Broadcasting, a Pan-European broadcaster. Mr. Sloan estimates that over the last decade, the price of American programs has increased fivefold even as the international ratings for these shows have declined.

American broadcasters are still the biggest buyers of American-made television shows, accounting for 90% of the $25 billion in 2001 sales. But international sales which totaled $2.5 billion last year often make the difference between a profit and a loss on show. As the pace of foreign sales slows －the market is now growing at 5% a year, down from the double-digit growth of the 1990’s －studio executives are rethinking production costs.

6. Which of the following best characterizes the image embodied in American shows?

A. Self-contradictory

B. Prejudice-free

C. Culture-loaded

D. Audience-targeted

7. The intervention of governments in the 1980’s resulted in __________ .

A. the patenting of domination shows and movies

B. the emergence of new commercial networks

C. the promotion of cable and satellite pay-television

D. the intense competition coming from the outside

8. The phrase “on a shoestring” (Para. 6) most probably means __________.

A. in need of capital

B. after a fashion

C. on second thoughts

D. in the interests of themselves

9. The main reason why American dramas and sitcoms are driven out of prime time is that ____.

A. they lose competitiveness

B. they are not market-oriented

C. they are too much priced

D. they fall short of audience expectations

10. American studio producers will give thought to production costs __________.

A. if they have no access to popular shows

B. because their endeavors come to no avail

C. since bidding wars are no longer fierce

D. as international sales pace slows down

Passage Three

How shops can exploit people's herd mentality to increase sales

1. A TRIP to the supermarket may not seem like an exercise in psychological warfare—but it is. Shopkeepers know that filling a store with the aroma of freshly baked bread makes people feel hungry and persuades them to buy more food than they had intended. Stocking the most expensive products at eye level makes them sell faster than cheaper but less visible competitors. Now researchers are investigating how “swarm intelligence” (that is，how ants，bees or any social animal，including humans，behave in a crowd) can be used to influence what people buy.

2. At a recent conference on the simulation of adaptive behaviour in Rome，Zeeshan-ul-hassan Usmani，a computer scientist from the Florida Institute of Technology，described a new way to increase impulse buying using this phenomenon. Supermarkets already encourage shoppers to buy things they did not realise they wanted: for instance，by placing everyday items such as milk and eggs at the back of the store，forcing shoppers to walk past other tempting goods to reach them. Mr Usmani and Ronaldo Menezes，also of the Florida Institute of Technology, set out to enhance this tendency to buy more by playing on the herd instinct. The idea is that, if a certain product is seen to be popular, shoppers are likely to choose it too. The challenge is to keep customers informed about what others are buying.

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3. Enter smart-cart technology. In Mr Usmani's supermarket every product has a radio frequency identification tag, a sort of barcode that uses radio waves to transmit information，and every trolley has a scanner that reads this information and relays it to a central computer. As a customer walks past a shelf of goods, a screen on the shelf tells him how many people currently in the shop have chosen that particular product. If the number is high, he is more likely to select it too.

4. Mr Usmani's “swarm-moves” model appeals to supermarkets because it increases sale s without the need to give people discounts. And it gives shoppers the satisfaction of knowing that they bought the “right” product—that is，the one everyone else bought. The model has not yet been tested widely in the real world，mainly because radio frequency identification technology is new and has only been installed experimentally in some supermarkets. But Mr Usmani says that both Wal-Mart in America and Tesco in Britain are interested in his work, and testing will get under way in the spring.

5. Another recent study on the power of social influence indicates that sales could，indeed，be boosted in this way. Matthew Salganik of Columbia University in New York and his colleagues have described creating an artificial music market in which some 14,000 people downloaded previously unknown songs. The researchers found that when people could see the songs ranked by how many times they had been downloaded, they followed the crowd. When the songs were not ordered by rank, but the number of times they had been downloaded was displayed, the effect of social influence was still there but was less pronounced. People thus follow the herd when it is easy for them to do so.

6. In Japan a chain of convenience shops called RanKing RanQueen has been ordering its products according to sales data from department stores and research companies. The shops sell only the most popular items in each product category，and the rankings are updated weekly. Icosystem，a company in Cambridge，Massachusetts, also aims to exploit knowledge of social networking to improve sales.

7. And the psychology that works in physical stores is just as potent on the internet .Online retailers such as Amazon are adept at telling shoppers which products are popular with like-minded consumers. Even in the privacy of your home, you can still be part of the swarm.

Questions 11-15

Complete the sentences below with words taken from the reading passage. Use NO MORE THAN THREE WORDS for each answer.

11. Shopowners realize that the smell of _______________ can increase sales of food products.

12. In shops, products shelved at a more _______________ sell better even if they are more expensive.

13. According to Mr. Usmani, with the use of “swarm intelligence” phenomenon, a new method can be applied to encourage _______________.

14. If the number of buyers shown on the _______________ is high, other customers tend to follow them.

15. Using the “swarm-moves” model, shopowners do not have to give customers _______________ to increase sales.

Questions 16-20

Do the following statements agree with the information given in the reading passage? For questions 16-20 write

YES if the statement agrees with the information

NO if the statement contradicts the information

NOT GIVEN if there is no information on this in the passage

16. Radio frequency identification technology has been installed experimentally in big

supermarkets like Wal-Mart and Tesco.

17. People tend to download more unknown songs than songs they are familiar with.

18. People follow the others to the same extent whether it is convenient or not.

19. Items sold in some Japanese stores are simply chosen according to the sales data of

other shops.

20. Swarm intelligence can also be observed in everyday life.

Part II. Translation from English to Chinese (20 points)

Directions:Put the following passage into Chinese. Write your answer on your Answer Sheet.

Chinese housing prices have been hot social topics in recent years. House prices in medium-and-large cities keep high, with the trend of further going up. Some young people simply cannot afford purchasing any house, while others become mortgage slaves. Mortgage slaves (or house slaves) are a new buzzword that emerged in the society in recent years. Just as the name suggests, house slaves refer to people who are enslaved to mortgage for their houses. These people borrow loans from banks to buy a house and then repay the loans with their lifetime efforts. According to survey by a real estate website, about 32 % of Chinese people paid over 50% of their income as monthly mortgage payment, so they indeed became slaves of the house. While they seem to enjoy some psychological comfort that they have their own houses, they have to bear tremendous stress, with quality of life dropped down significantly．

Part III. Translation from Chinese into English (20 points)

Directions: Put the following Chinese into English. Write your answer on your Answer Sheet.

终身学习是指从学前到退休后获得及更新各种能力，兴趣，知识和资质的过程。它促进人们的知识和能力发展，使他们能适应知识型社会并能积极参与各领域的社会和经济生活，更好地把握自己的未来。此外，终身学习还为人们提供提升基本技能的第二次机会以及更高级别的学习机会。所有这些都意味着正规教育体系需变得更开放更灵活，以使这些机会真正适合学习者的需求。

Part IV. Writing (20 points)

Directions:You are to write a composition approximately 150 words in length according to the following requirement. Write your composition on your Answer Sheet.

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In some countries some school leavers are choosing to work or travel for a period of time between finishing school and attending university. Discuss the advantages and disadvantages for school leavers' decision-taking a gap year (间隔年). Give your own opinion and reasons. Use your experience of life to explain it.

The Advantages and Disadvantages of Taking a Gap Year

重庆大学硕士研究生《英语》课程试卷

2014 ~2015学年第一学期

硕士生B类试题参考答案

Part I. Reading Comprehension ( 40 points: 1-10 20points;11-20 20points )

1. (A )

2. (B)

3. (D)

4. (A)

5. (C )

6. (C )

7. (B)

8. (A )

9. (C) 10. (D)

11. freshly baked bread 12. visible level 13. impulse buying

14. screen 15. discounts

16.No17. Not given18. No 19. Yes 20. Yes

Part II. Translation from English to Chinese ( 20 points)

中国房价问题近年来一直是社会热门话题。大中型城市房价一直居高不下且呈逐渐上涨的趋势。有的年轻人根本买不起房，有的则成为了房奴(mortgage slaves)。房奴是近几年出现的社会流行词。顾名思义，房奴的意思是房屋的奴隶。这些人为买房而向银行借贷款，然后用一生的精力来偿还。据某房地产网站的调查，中国约32％的人月供占到了收入的50％以上，成为了名副其实的房奴。他们在享受有房的心理安慰的同时，也承受着巨大的精神压力，生活质量大为下降。

Part III. Translation from Chinese to English ( 15 points )

Lifelong learning refers to the process of acquiring and updating all kinds of abilities, interests, knowledge and qualifications from the pre-school years to post-retirement. It promotes the development of knowledge and competences and enables people to adapt to the knowledge-based society and actively participate in all spheres of social and economic life, taking more control of his or her future. Lifelong learning also provides “second chances” to update basic skills and learning opportunities at more advanced levels. All this means that systems of formal education need to become much more open and flexible, so that such opportunities can truly be tailored to the needs of the learner.

Part IV. Writing ( 20points) 命

题

（组

题）人：

审题人：

命题时间：

研究生院制

封

线

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大学体育理论考试题库31937

1. 雅典奥运会举行的首届现代奥林匹克运动是（A ）年。 A ．1896 B ．1897 C ．1898 D．1899 2. 以自我（B）为基本活动方式来实现对自身的改造，是体育的特有属性。 A. 体育锻炼 B.身体活动 C.强体健身 3. 体育一个重要目标就是教会人们去（A）利用、保护和促进身体发展， 它是一种用身体而又去完善身体的活动过程。 A. 合理有效地 B.循序渐进地 C.持续不断地 D.周而复始地 4. 体育是（B）的结晶，直接或间接地影响人的社会化进程。 A. 物质文明 B.人类文化 C.历史发展 5. 体育属于文化的范畴，是（D）的一个有机组成部分。 A. 中华文化 B. 民族文化 C. 各国文化 D. 大众文化 6. 全面提高大学生（B）水平是学校体育教育工作的基本内容。 A.身体健康 B.身心健康C体质健康 7. 大学体育对大学生（C）教育培养以及人格、品质的陶冶塑造的积极、独特的作用。 A.文化、专业的 B.思想、道德的 C.身体、心理的 8. 大学体育的（A）与育人功能正逐渐被人们所认识和推崇。 A.健心功能 B.锻炼功能C教育功能 9. 身体活动不仅能够（C）、提高素质，还可以消除紧张情绪、调节心理状态。 A.体育锻炼 B.活动筋骨C增强体质 10. 大学体育的目标之一是进一步理解个人健康和群体健康的（B），培养合 作精神、竞争意识和交往能力。 A. 意义 B. 关系 C. 涵意 11. 现代社会健康的定义：健康不仅仅是没有疾病，而且还包括（A）、社会 适应良好和道德健康。 A.心理健康 B.身体健康C体质健康 12. 健康的水平可分为：最佳健康、一般健康、（C ）。 A.不健康 B.次健康 C.亚健康 13. 目前危害人类的三大杀手：（A ）。 A. 心血管病、恶性肿瘤、糖尿病 B. 心血管病、恶性肿瘤、精神病 C.心血管病、恶性肿瘤、流行病

网上党课考试题

一、单选题，共50题，每题1.25分 1. 《中共中央关于加强和改进新形势下党的建设若干重大问题的决定》指出，执政党建设的根本任务是（）。 A．执政能力建设和先进性建设 B．坚持科学执政、民主执政、依法执政 C．建设高素质干部队伍，凝聚各方面人才和力量 你的答案为：A,正确 2. 中国共产党成立88周年、执政60年、领导改革开放30年来，领导人民实现了（）历史性转变。 A．两大历史性转变 B．三大历史性转变 C．四大历史性转变 你的答案为：B,正确 3. 坚持（），提高选人用人公信度，形成充满活力的选人用人机制，促进优秀人才脱颖而出，是培养造就高素质干部队伍的关键。 A．党管干部原则 B．严格要求管理干部

C．民主、公开、竞争、择优 你的答案为：C,正确 4. （），是保持马克思主义执政党先进性和纯洁性的根本要求和重要保证。选拔任用干部既要看才、更要看德，把政治上靠得住、工作上有本事、作风上过得硬、人民群众信得过的干部选拔上来。 A．把干部的德放在首要位置 B．提高选人用人公信度 C．坚持党内民主 你的答案为：A,正确 5. 加强和改进新形势下党的建设，必须全面贯彻（）关于党的建设总体部署，按照党章要求，着眼于继续解放思想、坚持改革开放、推动科学发展、促进社会和谐。 A．党的十七大 B．十七届一中全会 C．十七届四中全会 你的答案为：A,正确 6.

推进基层党组织工作创新。党的基层组织要适应新形势新任务要求，创新活动内容方式，找准开展活动、发挥作用的着力点，在扩大党员参与面、提高实效性上下功夫，增强（）。 A．创造力、凝聚力、战斗力 B．战斗力、创造力、凝聚力 C．凝聚力、战斗力、创造力 你的答案为：A,正确 7. 世情、国情、党情的深刻变化使党面临着（）四大考验。 A．权力考验、能力考验、先进性考验、观念考验 B．世界观考验、价值观考验、权力观考验、方法论考验 C．执政考验、改革开放考验、市场经济考验、外部环境考验 你的答案为：C,正确 8. 弘扬党的优良作风，要以（）为抓手，下大气力解决突出问题。A．思想教育、完善制度、联系群众 B．集中整顿、严肃纪律、批评和自我批评 C．思想教育、完善制度、集中整顿、严肃纪律 你的答案为：C,正确

重庆大学2015年硕士英语考试

开卷 闭卷 Part III. Translation from Chinese to English ( 20 points ) Part IV . Writing ( 20 points) (Please write your composition on the reverse side. 请写在背面) 命题（组题）人： 李雁 审题人： 黄萍 命题时间：2014.12 研究生院制 学院 专业（领域） 类别 （ 学术 、专业 ） 学号 姓名 封 线 密

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重庆大学 电机学（1） 课堂测验五 2011~2012学年 第一学期 考试方式： 闭卷 测验日期：2011.12.30 测验时间： 45 分钟 一、 单项选择题（每小题2分，共20分） 1．凸极同步发电机的电抗大小排列顺序为 D 。 A ．q aq d ad X X X X X >>>>σ； B ．σX X X X X q aq d ad >>>>； C ．σX X X X X ad d aq q >>>>； D ．σX X X X X aq q ad d >>>>。 2．当同步发电机的负载减少时，其转速和功率角的变化情况是 C 。 A ．转速不变，功率角增加； B ．转速下降，功率角下降； C ．转速不变，功率角下降； D ．转速增加，功率角增加。 3．三相同步发电机稳定运行，外接纯电阻性负载，则该电机的电枢反应性质为 D 。 A ．交轴电枢反应； B ．直轴去磁电枢反应； C ．直轴增磁与交轴电枢反应； D ．直轴去磁与交轴电枢反应。 4．保持同步发电机的激磁电流不变，增加其有功功率的输出，则激磁电动势将 B 。 A ．变大； B ．不变； C ．变小； D ．无法确定。 5．凸极同步发电机带感性负载运行，电枢绕组感应的电动势由 D 产生。 A ．转子主极磁动势和直轴电枢磁动势共同； B ．转子主极磁动势和交轴电枢磁动势共同； C ．交轴电枢磁动势和直轴电枢磁动势共同； D ．转子主极磁动势、交轴电枢磁动势和直轴电枢磁动势共同。 6．一台并联于无穷大电网的同步发电机，保持有功功率不变，减小励磁电流，发现其电枢电流减小，则发动机原来的运行状态为 A 。 A ．过励； B ．正常励磁； C ．欠励； D ．无法确定。 7．同步补偿机的作用是 B 。 A ．补偿电网电力不足； B ．改善电网功率因数； C ．作为用户的备用电源； D ．作为同步发电机的励磁电源。 8．已知一台隐极同步发电机额定运行时的功率因数为0.8(滞后)，定子电流直轴分量与交轴分量之比为2.8，则该发电机的过载能力最接近于 C 。 A ．1.6； B ．1.7； C ．1.8； D ．1.9。 9．一台同步发电机在额定负载时增加励磁电流，则 A 。 A ．电磁功率不变，功率角下降； B ．电磁功率下降，功率角下降； C ．电磁功率增加，功率角增加； D ．电磁功率不变，功率角增加。 10．同步电动机带某一负载运行时功率因数为1，在不改变励磁电流的情况下撤去负载，则此时该电机的电枢电流为 B 。 A ．0； B ．容性电流； C ．感性电流； D ．纯有功电流。 二、 填空题（每空1分，共20分） 1．同步发电机并网的条件是：(1) 发电机的相序与电网的相序要一致 ；(2) 发电机的频率应与电网相同 ；(3) 发电机的激磁电动势应与电网电压大小相等、相位相同、波形相同 。 2．同步发电机在过励时向电网发出 滞后 无功功率，产生 直轴去磁 电枢反应；同步电动机在过励时从电网吸收 超前 无功功率，产生直轴增磁电枢反应。(超前或滞后；直轴去磁或增磁) 3．同步电机功率角的物理意义在时间上为 励磁电动势与电压夹角 ；在空间上为 主极轴线与气隙合成磁场轴线夹角 。 4．在不考虑磁路饱和的情况下，如增加转速，则同步发电机空载电压 增大 ；如增加励磁电流，则空载电压 增大 。如励磁电流增加10%，而速度减小10%，则同步发电机的空载电压 不变 。(减小、不变或增加) 5．一台同步电动机拖动一恒转矩负载，额定运行时的功率因数为0.8(超前)，在其他条件不变的情况下增大励磁电流，则带来以下变化：电机的电枢电流 增大 ，电磁转矩 不变 ，激磁电动势 增大 ，功率因数 减小 。(减小、不变或增加) 6．某公司电力设备的总功率为6000kW ，cos φ=0.75(滞后)。由于发展需要增添一台1500kW 的同步电动机，并使系统的功率因数提高到0.8(滞后)，则该同步电动机 吸收 (吸收或发出)的无功功率为 333.5 kVar ；功率因数为 0.9798 ；容量为 1531 kV A 。 学院 电气工程学院 专业、班 年级 学号 姓名 公平竞争、诚实守信、严肃考纪、拒绝作弊 封 线 密

研究生英语期末考试试卷

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A. some modern women prefer a life of individual freedom. B. the family is no longer the basic unit of society in present-day Europe. C. some professional people have too much work to do to feel lonely. D. Most Europeans conceive living a single life as unacceptable. 5.What is the author’s purpose in writing the passage? A. To review the impact of women becoming high earners. B. To contemplate the philosophy underlying individualism. C. To examine the trend of young people living alone. D. To stress the rebuilding of personal relationships. Passage Two American dramas and sitcoms would have been candidates for prime time several years ago. But those programs －though some remain popular －increasingly occupy fringe times slots on foreign networks. Instead, a growing number of shows produced by local broadcasters are on the air at the best times. The shift counters longstanding assumptions that TV shows produced in the United States would continue to overshadow locally produced shows from Singapore to Sicily. The changes are coming at a time when the influence of the United States on international affairs has annoyed friends and foes alike, and some people are expressing relief that at least on television American culture is no longer quite the force it once was. “There has always been a concern that the image of the world would be shaped too much by American culture,” said Dr. Jo Groebek, director general of the European Institu te for the Media, a non-profit group. Given the choice, he adds, foreign viewers often prefer homegrown shows that better reflect local tastes, cultures and historical events. Unlike in the United States, commercial broadcasting in most regions of the world －including Asia, Europe, and a lesser extent Latin America, which has a long history of commercial TV －is a relatively recent development. A majority of broadcasters in many countries were either state-owned or state-subsidized for much of the last century. Governments began to relax their control in the 1980’s by privatizing national broadcasters and granting licenses to dozens of new commercial networks. The rise of cable and satellite pay-television increased the spectrum of channels. Relatively inexperienced and often financed on a shoestring, these new commercial stations needed hours of programming fast. The cheapest and easiest way to fill airtime was to buy shows from American studios, and the bidding wars for popular shows were fierce. The big American studios took advantage of that demand by raising prices and forcing foreign broadcasters to buy less popular programs if they wanted access to the best-selling shows and movies. “The studio priced themselves out of prime time,” said Harry Evans Sloan, chairman of SBS Broadcasting, a Pan-European broadcaster. Mr. Sloan estimates that over the last decade, the price of American programs has increased fivefold even as the international ratings for these shows have declined. American broadcasters are still the biggest buyers of American-made television shows, accounting for 90% of the $25 billion in 2001 sales. But international sales which totaled $2.5 billion last year often make the difference between a profit and a loss on show. As the pace of foreign sales slows －the market is now growing at 5% a year, down from the double-digit growth of the 1990’s －studio executives are rethinking production costs. 6. Which of the following best characterizes the image embodied in American shows? A. Self-contradictory B. Prejudice-free C. Culture-loaded D. Audience-targeted 7. The intervention of governments in the 1980’s resulted in __________ . A. the patenting of domination shows and movies B. the emergence of new commercial networks C. the promotion of cable and satellite pay-television D. the intense competition coming from the outside 8. The phrase “on a shoestring” (Para. 6) most probably means __________. A. in need of capital B. after a fashion C. on second thoughts D. in the interests of themselves 9. The main reason why American dramas and sitcoms are driven out of prime time is that ____. A. they lose competitiveness B. they are not market-oriented C. they are too much priced D. they fall short of audience expectations 10. American studio producers will give thought to production costs __________. A. if they have no access to popular shows B. because their endeavors come to no avail C. since bidding wars are no longer fierce D. as international sales pace slows down Passage Three How shops can exploit people's herd mentality to increase sales 1. A TRIP to the supermarket may not seem like an exercise in psychological warfare—but it is. Shopkeepers know that filling a store with the aroma of freshly baked bread makes people feel hungry and persuades them to buy more food than they had intended. Stocking the most expensive products at eye level makes them sell faster than cheaper but less visible competitors. Now researchers are investigating how “swarm intelligence” (th at is，how ants，bees or any social animal，including humans，behave in a crowd) can be used to influence what people buy. 2. At a recent conference on the simulation of adaptive behaviour in Rome，Zeeshan-ul-hassan Usmani，a computer scientist from the Florida Institute of Technology，described a new way to increase impulse buying using this phenomenon. Supermarkets already encourage shoppers to buy things they did not realise they wanted: for instance，by placing everyday items such as milk and eggs at the back of the store，forcing shoppers to walk past other tempting goods to reach them. Mr Usmani and Ronaldo Menezes，also of the Florida Institute of Technology, set out to enhance this tendency to buy more by playing on the herd instinct. The idea is that, if a certain product is seen to be popular, shoppers are likely to choose it too. The challenge is to keep customers informed about what others are buying. 3. Enter smart-cart technology. In Mr Usmani's supermarket every product has a radio frequency identification tag, a sort of barcode that uses radio waves to transmit information，and every trolley has a scanner that reads this information and relays it to a central computer. As a customer walks past a shelf of goods, a screen on the shelf tells him how many people currently in the shop have chosen that particular product. If the number is high, he is more likely to select it too.