105外 英文閱讀與寫作 閱測 (2)

We are always being bombarded by advertisements asking us to buy a product or service or support a person or cause. But a lot of us fail to realize the enormous amount of talent needed to make really great advertisements. In her 213-page book, The Idea Writers, Theresa Iezzi conveys the genius that goes into making great ads, in layman’s language.

One of the most important takeaways from the book is that advertising masters do not look at an ad as an ad. For them, it is more about providing an experience that the viewer would consider useful, entertaining, and beautiful, even as the ad works for the brand. This approach is easy to understand when one considers that the average consumer faces as many as 5,000 ad messages per day. So, ads should be about providing a great experience.

But Iezzi quickly reminds us that it is not all about the “juiciness” of the ad; great ads are about engaging people honestly. She mentions that gurus like Tim Delaney and Ogilvy stress that we have to begin with the belief that people are smart. The message should not just come across as sincere but should be sincere.

Even after the viewer has digested the message, the process is not over. Great messages spread quickly to millions of people. In other words, will the ad go viral? Understanding what motivates a person to pass the ad around, whether it is through Facebook, YouTube, or some other media, is of importance. Ed Robinson, founder of The Viral Factory, explains in Iezzi’s book, ads that motivate people to spread them express a human truth, evoke a strong feeling of newness, and help a group of people express themselves. Iezzi has many other suggestions and tens of examples. A book meant for the common person, The Idea Writers uncovers the process behind award-winning advertisements.

中譯

我們經常被廣告轟炸。它們總要我們購買支持某人或有意義的活動的產品或是勞務。但大部分人沒有體會到真正很棒的廣告背後所需的巨大的才能。在theresa iezzi的213頁的書，the idea writers中，她用外行人的口吻描述出創造偉大廣告的才華。

讀這本書最大重點之一是，廣告大師不把廣告當成廣告。對他們而言，廣告更是提供一種饗宴，給觀賞者覺得有用，有趣，與美感，即使廣告是為著推廣品牌。這種手法是很容易理解的，因為一位消費者平均每天要接收5000項廣告訊息。因此，廣告旨應在於提供極佳的視覺體驗。

不過iezzi也馬上提醒我們，可看性並非全部。好廣告在於實在地吸引觀眾。她提到，大師們像Tim Delaney與ogilvy強調，我們必須相信人們是睿智的。信息不只是被解讀成真誠的，而必須是實實在在真誠的。

即便觀者消化了信息，過程還未結束。好的信息應要迅速傳播給上百萬的人知道。換言之，這廣告能夠病毒式擴散嗎？不管透過facebook，youtube，或其他媒介，必須了解是什麼能鼓勵人們散播這則廣告，這才是重點。Viral Factory創辦人Ed Robinson在Iezzi書中解釋，鼓勵人們傳播的廣告，表達一種人性真道, 激勵一種強烈的新穎感, 且幫助一群人表達自己. IEZZI有很多其他的以及數十個例子. The Idea Writers這本為大眾寫的書, 揭開得獎廣告背後的過程.

重點字詞

bombard (v) 轟炸
cause (n) 有理念的組織
enormous (a) 巨大的
talent (n) 才能
convey (v) 傳達
genius (n) 天賦
layman (n) 外行人
takeway (n) 新知
juciness (n) 看點
guru (n) 權威
come across: 被理解
digest (v) 吸收
viral (a) 傳染的
evoke (v) 激起
uncover (v) 揭開

試題

(C) 1. According to the passage, what do many people not know? (根據文章, 大多數人不明白什麼?)
　　(A) The enormous amount of finance needed to make an ad.
　　(B) The importance of purchasing products and services.
　　(C) The kind of skills it takes to make a great advertisement. (創造一個很棒的廣告所需技能)
　　(D) How many advertisements we are bombarded by each day.

(B) 2. How many advertising messages is a typical consumer exposed to daily? (一位典型的消費者每日暴露在多少條廣告訊息之下?)
　　(A) 213
　　(B) 5,000 (五千條)
　　(C) Millions
　　(D) Tens

(A) 3. What is the meaning of “layman’s language” in paragraph 1?
　　(A) Simple language easily grasped by the average person. (讓一般人輕易理解的簡單的說法)
　　(B) Language that is highly professional and academic.
　　(C) Content that is written in more than one language.
　　(D) Language demonstrating the writer’s knowledge.

(D) 4. Why does the passage give the example of Facebook and YouTube? (為何文章要舉FACEBOOK與YOUTUBE為例子?)
　　(A) To point out how global the world is rapidly becoming.
　　(B) To demonstrate the weaknesses in social-networking sites.
　　(C) To show how Facebook and YouTube create motivational ads.
　　(D) To provide examples of channels used to spread messages. (提供可用的散佈訊息的管道的例子)

(D) 5. Which of the following is NOT mentioned about Iezzi’s book? (以下哪項沒在IEZZI的書中提到?)
　　(A) It includes opinions and suggestions of professionals in advertising.
　　(B) It discourages readers from engaging in dishonest kinds of advertising.
　　(C) It sees the advertising process as also involving sharing of the message.
　　(D) It describes the comments of ordinary consumers who enjoyed reading ads. (描述喜歡看廣告的一般消費者的評論)

105外 英文閱讀與寫作 閱測 (1)

Waiters often work hard to provide their customers with good service and an enjoyable experience. In many countries, their customers thank them with a gratuity, known as a “tip.” Tips are a gift of money, over and above payment due for service. Tips are usually given directly to the waiter in the form of cash. However, in some cases, where payment is made by credit card, the tip is added to the cost of the service and deducted from the customer's credit card, with the waiter receiving his customer's tips from the employer later. 

Tipping for a good service is not uniform and can vary from country to country or city to city. In fact, most countries around the world do not have a culture of tipping for service. The amount of tips can also vary depending on locations, types of service, or its quality. In most Asian and European countries, tipping is not a common practice and often causes confusion for travelers either accustomed or unaccustomed to tipping. In America and Canada, for instance, waiters usually receive 15 % to 20 % of the cost of the meal, but this may vary depending on how the customers felt about the service they had received. For bars and cafés, where the service occurs at the point of purchase, tips are much smaller－ usually the change from the payment made－ and are often repeated with each new drink purchase. This explains why many bartenders in North America can earn a good living by simply serving drinks at the bar top or counter. 

In countries where people tip, tipping encourages good service and enables waiters to afford a living from an industry that is notorious for paying low wages and providing few benefits. Culturally, the debate about tipping for service is long-standing. The arguments in favor of tipping and those against it often take place at the dinner table in restaurants prior to payment of the meal, with those against the custom arguing that the waiters are just doing the jobs they are being paid for. One thing is certain: through experience, most waiters are able to identify the “big tippers” from the “cheapskates,” and determine the level of service quality they want to provide; for customers, this can make all the difference to their dining experience. 

中譯

侍者常工作得很辛苦, 以提供客人優質服務暨愉悅的消費經驗. 大部分國家會用賞金為謝禮, 即是我們熟知的小費. 小費是用錢代表的禮物, 超過服務應付款項的部分. 小費常以現金形式直接給侍應. 然而, 某些情況, 付款是用信用卡支付時, 小費就會加在服務費上, 由消費者信用卡扣款, 侍者隨後會從老闆收到客人的小費. 

針對優質服務所付的小費並沒有一致性, 各國各地不一. 事實上, 大多國家沒有給小費的文化. 小費數量也隨地點, 服務型態, 或品質變動. 多數亞洲與歐洲國家, 給小費不是常見行為, 因此常給習慣或不習慣給小費的旅客帶來疑惑. 在美加, 舉例說, 侍應收到約餐點費15%-20%的小費, 不過這是依顧客對服務的感受而變動. 酒吧與咖啡館, 當購買當下就提供服務了, 小費所以就少得多 – 通常是找回的零錢 + 且常因購買新飲料而重複給. 這解釋了為什麼許多北美的酒吧服務生單靠在吧檯倒飲料就很好賺.

一些有小費文化的國家, 給小費能鼓勵好的服務, 使侍者在這以低薪低福利為惡名的行業裏擔負起家計. 文化上, 關於給小費的爭論長久存在. 支持給以及反對的爭論通常在餐桌上付帳單之前展開. 反對這個禮俗的人認為, 服務生只是在做相對於他們薪水應做的工作. 有件事是確定的: 由經驗看, 大部分服務生分辨得出給小費大方的顧客, 以及小氣鬼. 藉此決定所欲提供的服務水準. 對顧客而言, 用餐經驗可能因此大不相同

重點字詞

gratuity (n) 賞金

deduct (v) 減除

uniform (v) 不變的

confusion (n) 疑惑

be accustomed to + n.: 習慣於…..

change (n) 找零

repeated (a) 反覆的

afford (v) 負擔得起

notorious (a) 惡名昭彰的

long-standing (a) 存在已久的

argument (n) 爭論

in favor of + n. 偏好…..

take place 發生

prior to + n. 在….之前

custom (n) 禮俗

through (prep) 藉由.....cheapskate (n) 小氣鬼

試題

(C) 1. According to the passage, what does a tip involve? (根據文章, 小費是指?)

　　(A) A monetary gift that is paid to the customer. 

　　(B) Meals provided at discounted prices.

　　(C) Additional payment beyond what is actually due. (加於實際應付款上額外付的款項)
　　*due (n) 應付的

　　(D) The annual bonus provided to staff by employers.

(B) 2. Why does tipping always cause confusion for travelers? (何以給小費常讓遊客困惑?)

　　(A) Bartenders are unreasonably getting too rich.

　　(B) It shows tremendous variation from place to place. (小費習慣各地大大不同)

　　*tremendous (a) 巨大的

　　*variation (n) 變化

　　(C) Customer service nowadays usually tends to be poor.

　　(D) Too much drinking happens in bars and cafés.

(B) 3. According to the passage, which of the following is NOT true? (根據文章下列哪項為非?)

　　(A) Payment can sometimes be made by credit card.

　　(B) Without tipping, wages in the service industry are satisfactory. (沒了小費, 服務業薪資還是讓員工很滿意)

　　*satisfactory (a) 令人滿意的

 　　(C) In some places, it is possible to earn a good living by bartending.

 　　(D) In many countries, tipping can ensure good service.

(C) 4. In what kind of magazine would you probably read this passage? (你可能是在哪種雜誌讀到這篇文章?)

　　(A) Fashion magazine. 
　　(B) Art magazine. 
　　(C) Travel magazine. (旅遊雜誌) 
　　(D) Health magazine.

(C) 5. Which of the following has the closest meaning to the word “cheapskates” in paragraph 3? (下列哪項意思與第3段的cheapskates最接近?)

　　(A) bartenders 
　　(B) employers
　　(C) penny-pinchers (小氣鬼)
　　*penny-pincher (n) 小氣鬼
　　(D) bankers

105外 英文閱讀與寫作 克漏字 (3)

The plan to expand a company generally should involve a detailed study of its capabilities. For instance, the company needs     1      whether it can achieve more production prior to taking any steps toward increasing its market. Additionally,     2      has to be given to a realistic assessment regarding the sufficiency of the company’s manpower and technology in supporting its intended development.     3      that the new market is significantly different, the company must also take into account its level of flexibility in adapting its products and services to new customers. Studies have been conducted on typical weaknesses firms encounter in their expansion. Some have found that several companies     4      with adequate financial resources to sustain new operations. Others argue an inability to build a new network of contacts primarily because of the     5      in knowledge and understanding of the new market. Overall, the myriad of studies carried out on the subject matter clearly attest to a need for a comprehensive and in-depth analysis of a company’s strengths before any expansion. 

中譯

擴張公司的計畫通常應對其能力做通盤考量. 舉例來說, 公司需要捫心自問, 在擴張市場前, 是否有能力創造更多產出. 此外, 必須做切實際的評估, 人力是否充足, 技術是否能支持合乎計畫的發展, 倘若新市場與前大不相同. 公司更需考量是否有足夠彈性應對, 針對新顧客做出的產品與服務的改良. 關於公司擴張時典型弱點, 這裡做了些研究. 研究發現一些公司因必須維持新式運作, 卻缺乏足夠的財務資源而陷入困境. 也有些公司辯稱, 因對新市場認知不足, 而沒有能力建立客源網絡. 整體而言, 針對此問題進行的大量研究證明, 進行任何擴張前, 對公司能力做詳盡與深入的分析是必要的.

重點字詞

assessment (n) 評估

regarding (prep) 關於….

intended (a) 意欲的

take into account +n. 考量….

adapt…..to…..: 為…..而改良…..

=> adapt its products and services to new customers (為新顧客而改良它的產品與服務)

encounter (v) 遭遇

adequate (a) 適量的

sustain (v) 維持

myriad (n) 大量

carry out 執行

attest to + n. 證實….

comprehensive (a) 詳盡的

in-depth (a) 深入的

試題

(B) 1. (A) ask (B) to ask (C) asked (D) to asking

(B) 2. (A) consider (B) consideration (C) considerable (D) considerably
*consideration (n) 考量

(C) 3. (A) In the beginning (B) In addition (C) In the event (D) In contrast

*in the event that + 子句: 倘使……

(D) 4. (A) are struggled (B) to struggle (C) struggling (D) struggle

*struggle with + n.: 掙扎於……

(A) 5. (A) deficiency (n) 不足 (B) cutting (C) abolition (D) leaving

105外 英文閱讀與寫作 克漏字 (2)

While the world will need international volunteers for a very long time, anyone interested in this pursuit should be extremely mindful of an issue of growing importance and prevalence. Community psychologists and social workers     1      a large tendency for international volunteers, who almost always come from developed countries, to think that they know what is best for the poor because of their “advanced stage of development.” All too often, the lesson is forgotten that local communities are     2      of making their own choices and deciding their future. Thus, program organizers are now implementing better forms of training to impress upon volunteers that they recognize and     3      the value of key members in the community. These members know best how to use resources and facilities to alleviate suffering among their people. The idea is not to supplant these members but to work in a team     4      led by them. One of the dark consequences of imposing one’s world view and assuming leadership     5      dependency on the part of those being served. Those working on the ground speak of the deep sense of fear and desperation when the international
volunteers leave. 

中譯

全世界長久以來總會需要國際志工, 而對這項服務有興趣的你, 應特別留意一個日趨重要且氾濫的問題. 社區心理學家及社工指出, 國際志工, 大多來自先進國家, 有種傾向會認為他們自知什麼對窮人最有利, 基於他們生活於高度發展水平之下. 常被忽略的課題是, 當地社區是有能力自決, 對未來做決斷. 有鑑於此, 計畫主導者現正實行更好的訓練方式, 要志工謹記去辨別並承認社區裡要員的價值. 這些成員最清楚如何善用資源與設施, 來減輕居民的痛苦. 主要目的非在取代這些要員, 而是在一個實質上被他們領導的團隊內合作. 強加某種世界觀並強取主導權, 造成的負面結果是, 加深對需要幫助的這群人的依賴度. 那些草根群眾, 在志工離開後, 對此顯出深深的恐懼與無助.

重點詞語

pursuit (n) 行業
mindful (a) 留心
an issue of growing importance and prevalence: 一項日趨重要並廣泛的議題
tendency (n) 傾向
developed country 先進國家
implement (v) 實行
recognize (v) 辨別
key member: 重要成員
alleviate (v) 減輕
suffering (n) 受苦
supplant (v) 取代
consequence (n) 後果
impose (v) 加諸
assume (v) 取得
dependency (n) 依賴
speak of....: 表現出....

試題

(D) 1. (A) count out (B) hand in (C) keep up (D) point to 指出

(D) 2. (A) contributed (B) captive (C) connected (D) capable (a) 能夠  

(B) 3. (A) prohibit (B) acknowledge (v) 承認 (C) withdraw (D) react 

(C) 4. (A) vertically (B) irrespectively (C) essentially (ad) 實質上地 (D) ineffectively

(A) 5. (A) is (B) are (C) will (D) have

105外 英文閱讀與寫作 克漏字 (1)

More and more people around the world are travelling abroad each year. New airports are being built and expanded, and new airlines are being created. But with suspicious elements lurking in the crowd, the need for more     1      by the airport has arisen. Airports around the world have changed their policies in order to make airports and airplanes safer for passengers. In the United States and many other countries, baggage is     2      more carefully, and carry-on baggage has more limitations. Many airlines do not allow any liquids or sharp objects to     3      in carry-on baggage. This means drinks, perfumes, shampoos, or even nail polishes, are not allowed in carry-on bags. These changes inconvenience travelers, but are viewed as necessary for passenger safety. Terror attempts, such as the “shoe bomber”, have even led airports to require passengers to remove their shoes for     4      . Travelers are reminded to keep an eye on their bags and never to leave them     5      . When this is ignored, and if airport police are in a particularly suspicious mood, you may find yourself detained and your bags scrutinized, which is no way any traveler would like to begin their journey.

中譯

全球愈來愈多人年年出國旅行. 新機場建起來, 或是擴展, 新航空公司也陸續成立. 但鑑於可疑因子還潛伏在人群中, 對安檢需求也增加. 各地機場改變了政策, 旨在為乘客創造更安全的機場與機內環境. 在美國與其他國家, 行李被更嚴謹審查, 隨身行李限制更多. 很多航空公司不讓隨身行李容納液狀物與尖銳物品. 這表示飲料, 香水, 洗髮精, 甚至指甲油都不能帶在隨身行李裡. 這些改變使旅客不便, 但被視為是維持旅客安全之必要措施. 恐攻行為, 比如 "鞋鞋炸彈客", 甚至使航空公司要求乘客脫鞋受檢. 旅客被提醒要注意行李, 不可讓它們無人看管. 當你忽略警告, 同時假使航警起特別疑心, 你會被留置並且行李會詳細被檢查, 沒有旅客會喜歡這種方式來開始他們的旅程吧.

重點字詞:

suspicious (a) 可疑的

lurk (v) 潛伏

carry-on baggage 隨身行李

limitation (n) 限制

nail polish 指甲油
inconvenience (v) 使不便

terror (n) 恐怖行為

attempt (n) 嘗試

bomber (n) 炸彈客

lead (完成式: led) (v) 使得

are reminded to: 被提醒要…

ignore (v) 忽略

detaine (v) 留置

scrutinize (v) 仔細審查

試題:

(B) 1. (A) souvenirs (B) security (n) 維安 (C) syrup (D) status ˉ 

(A) 2. (A) screened 被審查 (B) established (C) damaged  (D) exploded

(C) 3. (A) include (B) including (C) be included (D) included

*allow ..... to Vr = 容許....如何...
=> allow liquids or sharp objects to be included 容許液體或尖銳物被包含其中

(A) 4. (A) inspection (n) 檢視 (B) perseverance (C) polishing (D) cleaning ˉ 

(A) 5. (A) unattended (a) 無人看顧的 (B) undecided (C) fastened (D) checked