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Ⅲ.Reading Comprehension Passage 1 Outdoor Advertising Outdoor advertising employs a variety of unusual techniques which include advertisements appearing on the side of parking meters， litter bins or bus shelters. Most commonly it takes the shape of poster and billboard advertisement.Some of these vehicles are ideally suited to travel advertising; any advertisements giving information on destinations will have a natural home within the carrier transporting the tourists to that place.The same is true of the baggage trolleys which have been employed to carry ads at airports.One example of appropriate advertising is to be found within Eurotunnel's trains between England and France.For nearly half an hour， passengers enclosed in the shuttle carriages traveling through the tunnel have little else to focus on.They welcome the destination ads which appear on the sides of the vehicle， illustrating tourist sights within a short drive of either the English or French coasts.A similar example of captive audience viewing is witnessed in advertisements running alongside the travelators， or passenger conveyor belts， at airports. Poster advertisements are flexible and can be mounted at relatively little cost. They benefit from high repeat exposure as many travelers pass the same sites every day en route to work or home.On the other hand， audiences cannot be selected， and there are limitations to the creativity of a poster ad—although it has to be said that some key sites and hoardings have adopted very creative displays， including three- dimensional images or even models of the product.At the junction of the entry road to London's Heathrow Airport a large-scale model of Concorde in British Airways colors is seen every year by millions of travelers. 62 Posters need to be replaced frequently， as they weather easily， and they can sometimes be subject to vandalism.Although theoretically their impact is limited to daylight hours， in many key sites posters are illuminated at night.Other sites have moving screens that allow two or three different advertisements to be shown in turn， thus capitalizing on the exposure. outdoor advertising 戶外廣告 parking meter 自動停車計費器 poster ［ p ust ］ n. 海報 billboard advertisement 廣告牌 Eurotunnel ［ ju r u t nl］ n. 英吉利海峽隧道 travelator ［ tr vleit ］ n. 旅客過道 mount ［maunt］ vt. 安放，安裝 London's Heathrow Airport 倫敦希思羅機場 Concorde ［k n k d］ n. 協和式飛機 weather ［ we ］ vi. （經日曬風吹等而）褪色;損壞 vandalism ［ v nd liz m］ n. 故意破壞公物等的行為 illuminate ［i lju mineit］ v. 照明，照亮 hoarding ［ h di ］ n. 廣告牌，招貼板 Task 1 Directions :Answer the following questions. 1. Can you write a list of some forms of outdoor advertising?What are they? 2. What are the advantages of poster advertisements? 3. What are some of the advantages of outdoor advertising? Unit 5 Advertisement 63 4. What are the disadvantages of outdoor advertising? 5. Why do you think some posters at key sites are illuminated at night? Task 2 Directions :Indicate if each of the following statements is true （T）or false （F） according to your understanding of the text. □ 1. Posters and billboard advertisements are the most commonly seen outdoor advertising. □ 2. Ads within Eurotunnel's trains appeal to travelers as they almost have nothing else to see. □ 3. Heathrow Airport is the main airport in Wales. □ 4. Posters can be easily destroyed by rain or wind. □ 5. The main purpose of moving screens is to make it more attractive and colorful. Passage 2 Exhibitions and Trade Fairs Exhibitions and trade fairs play an important role in the travel industry by providing opportunities for the buyers and sellers of travel products to meet and do business.Some of these， like the World Travel Market （WTM） in London and the International Tourism Exchange in Berlin， have become significant internationally. There are three types of exhibitions depending on the intended audience: those aimed at the general public; those aimed at the trade professionals; those aimed at private clients， and to which entrance is gained by invitation only. Some trade shows are closed to the public on certain days， so that the trade professionals can visit the fair on days closed to the public， to conduct their business without distraction.The events such as the WTM， which is open only to the trade， feature prominently on the travel trade calendar， and their function is as much social as commercial.At these times， the members of the industry have an opportunity to see 64 others and to be seen by others. Few major companies can afford not to be represented at these shows， where in- bound， domestic and outbound tourism businesses are covered.Retail agents have the chance to enhance their product knowledge.For national and local tourist offices these shows provide them with a good opportunity to publicly demonstrate their products， and the country or region they represent， through the film， wine tasting， national costume， ethnic dancing and other forms of entertainment.The importance of these shows will also ensure that they receive good press coverage.More importantly， these occasions offer opportunities for personal contact that the trade welcomes most.Often， trade seminars will be organized to discuss current topics of interest， running concurrently with the exhibition， to take advantage of the presence of so many key figures in the industry. World Travel Market （WTM） （倫敦）世界旅遊市場 feature ［ fi t ］ v. 起重要作用 prominently ［ pr min ntli］ adv. 顯著地 outbound tourism 出境遊 retail agent 零售商 entertainment ［ent teinm nt］ n. 款待，娛樂 coverage ［ k v rid ］ n. 覆蓋;新聞報道 seminar ［semi nɑ ］ n. 座談會，研討會 concurrently ［k n k r ntli］ adj. 同時發生的 Task 3 Directions : Answer the following questions. 1. What roles do exhibition and trade fairs play in the travel industry? 2. Can you list some important trade fairs? Unit 5 Advertisement 65 3. Why are some trade shows closed to the public? 4. What are the purposes of the national and local tourist offices to attend trade fairs? 5. Why are seminars held together with trade fairs usually? Passage 3 Apartment to Let A comfortable apartment with 3 bedrooms， 1 living-room and dining-room， is to let.It is located at 35 Jianguo Road， Beijing.All the utilities and facilities such as water， electricity， gas， central heating， television， telephone，fridge， etc.， included.The rent is 5000 yuan a month.If you are interested， please contact Ms. Wang at 010-65778222 during office time. Task 4 Directions : Please complete the outline （No.1 to No.5） with the information you get from the advertisement.You should write your answers briefly （in no more than three words）. Apartment to Let 1.Address: 35 1 Beijing