MOOC 大学英语(一)-河北科技大学 中国大学慕课答案

MOOC大学英语(一)-河北科技大学中国大学慕课答案随堂测验1、填空题：Coming-of-ageceremonyformenwas__________,whileforwomenwas“hairpining”.正确答案:【capwearing】2、填空题：IntheMohistSchool’sopinion,knowledgeisgainedinthreeways:__________,byhearsay,andbyexplanation.正确答案:【bypersonalexperience】3、填空题：“Adultceremony”datesbacktothe__________Dynastyover2000yearsago,whichisanessentialritualtoshowachildhasgrownup.正确答案:【Zhou】4、填空题：Tolearnby__________meansmakinguseofone’sownknowledgeandinformationtoreachconclusionsandgainunderstanding.正确答案:【explanation】5、填空题：Inteachingpractice,Moziestablishedhisowneducationalstandardoftraininga__________.正确答案:【capableperson】随堂测验1、填空题：Directions：Readthefollowingpassageandchooseasubtitleforeachofthefourparagraphs.答案输入大写字母无空格。IIwas16thathotJune.Myweightwas105pounds,andmyruddy,broadestfatherwantedmetohaveasummerjob.Hetalkedtoafriendofhis,abuildingcontractor,whohiredmeasacarpenter’shelperfor75centsanhour.Ididnotwanttowork.Iwantedtodrivearoundwithmyfriends,orhangoutwiththeminfrontofthedepartmentstore.ButIcouldnottellhimIdidnotwantajob.Iwasafraidofangeringhim,seeinghisblueeyesandreddeningface.IIMyfatherdrovemetoworkthefirstday.Inthecar,Isatfrightened,feelingabsolutelyincompetent.Ihadthelunchmymotherhadputinabrownpaperbag.IassumedIwouldspendmysummerhandingthingstoacarpenter.Ihadneverdonephysicalworkexceptpushingalawnmowerandraking(耙集)leaves.Afterwegottotheworkingplace,myfatherintroducedmetotheforemanandsaid,“Makeamanofhim.”Thenheleft.Istoodmutely,waitingfortheforemantoassignmetosomegood-heartedcarpenter.Insteadheassignedmeapickax(丁字镐)andashovelandtoldmetogetintoatrench,aboutthreefeetdeep,thatwouldbethebuilding’sfoundation.Initwereblackmen,swingingpicksandshoveling.Twomadeaspaceforme,andIjumpedbetweenthem.AllIreallyknewinthosefirsthoursunderthehotsunwasraisingthepickaxandswingingitdownagainandagaintilltheearthwasloose,thenplungingtheshovelintodirtthatItossedoutofthetrench.Ididnothavethestrengthforthis.IIINausea(恶心)camebythethirdorfourthhour.Atnoonaloudwhistleblewanditwastimetoeat.Ilookedatmylunchbag.Thenmystomachtightenedandeverythinginitrose.Iwentaroundthecorner,wherenoonecouldseeme,andvomited.ThenIwentbacktotheshadeandlaydown.Atoneo’clockthewhistleblew.Wewentbacktothetrench,andIwasstilldizzyandweakandhot.Iworked40minutesorso,andthenheardmyfather’svoice.Ilookedupathim.Iexpectedthathewastheretotakemehome,toforgivemyfailure.Buthesaid,“Let’sgobuyyouahat.”Isaidnothing.Inthecar,inavoicesoftenedwithpride,hesaid,“Theforemancalledme.Hesaidyouthrewupanddidn’teat,andyoudidn’ttellhim.”“That’sright,”Isaid,andshamefullywatchedtheroad,lettinghimbelieveIwasbrave.Heboughtmeasodaformystomachandtoldmetoorderasandwich.Thenhechoseapithhelmetinadepartmentstore.IwouldhappilywearonetohuntlionsinAfrica.Ididnotwanttowearsuchathinghere.ButIsaidnothing.ThenIwentbackthetrenchandworkedtillfiveo’clock.IVThatafternoonnauseadidnotcometome.Atthesummer’send,Icouldcarry80-poundbagsofdrycementandmybodywas20poundsheavier.Myfathermayhavewantedtotakemehomethatfirstday.Butheknewhemustnot.Iwouldhavespentthesummerathome,yearningtobesomeoneIrespected,yearningtobeamanamongmen-andthatiswheremyfathersentmewithahelmetonmyhead.A.MyFather’sPersistenceB.Father’sPride?aSpecialEncouragementC.MyFirstPart-timeJobD.AManMadebyaHelmetE.TheExhaustingPhysicalWorkF.MyReluctancetoWorkG.TheGreatGapbetweenAssumptionandRealityI.________II.________III.________IV.________正确答案:【FGBD】随堂测验1、填空题：ThereisatraditionalChinesesaying“filialpietycomesfirstamonghundredsof__________”.正确答案:【virtues】2、填空题：Theheroinenamed__________decidedtotakeherfather’splaceduringthewartimeconscription,andshewasconsideredasanembodimentoffilialpiety.正确答案:【Mulan】3、填空题：InChineseculture,wehavesomeanimalswhoareknownas__________offilialpiety.正确答案:【symbols】4、填空题：InBookofFilialPiety,thegreatChinesephilosopher__________describedwhatfilialpietyisandarguedforitsimportanceincreatingapeacefulfamilyandsociety.正确答案:【Confucius】5、填空题：SomeChinesepoemsconveythevalueoffilialpiety,themostfamousofwhichis“游子吟”by__________.正确答案:【MengJiao】随堂测验1、填空题：Directions:Turnthefollowingnounsandadjectivesintoverbswith-en,-ifyand-ize.答案输入完整单词，用空格间隔。1.hard-2.modern-3.deep-4.intense-5.fat-正确答案:【hardenmodernizedeepenintensifyfatten】随堂测验1、问题：PeoplelivingonpartsofthesouthcoastofEnglandfaceaseriousproblem.In1993,theownersofalargehotelandofseveralhousesdiscovered,totheirhorror,thattheirgardenshaddisappearedovernight.Theseahadeatenintothesoftlimestonecliffsonwhichtheyhadbeenbuilt.Whileexpertswerestudyingtheproblem,thehotelandseveralhousesdisappearedaltogether,slidingdownthecliffandintothesea.Erosion（侵蚀）ofthewhitecliffsalongthesouthcoastofEnglandhasalwaysbeenaproblembutithasbecomemoreseriousinrecentyears.Dozensofhomeshavehadtobeabandonedastheseahascreptfartherandfartherinland.Expertshavestudiedtheareasmostaffectedandhavedrawnupamapforlocalpeople,forecastingtheyearinwhichtheirhomeswillbeswallowedupbythehungrysea.AngryownershavecalledontheGovernmenttoerectseadefensestoprotecttheirhomes.Governmentsurveyorshavepointedoutthatinmostcases,thisisimpossible.Newseawallswouldcosthundredsofmillionsofpoundsandwouldmerelymakethewavesandcurrentsgofurtheralongthecoast,shiftingtheproblemfromoneareatoanother.Thedangerislikelytocontinue,theysay,untilthewavesreachaninlandareaofhardrockwhichwillnotbeeatenaslimestoneis.Meanwhile,ifyouwanttobuyacheaphousewithanuncertainfuture,applytoahouseagentinoneofthethreatenedareasonthesouthcoastofEngland.Youcangetahouseforaknockdownpricebutitmayturnouttobeaknockdownhome.1.WhatisthecauseoftheproblemthatpeoplelivingonpartsofthesouthcoastofEnglandface?选项：A、Thedisappearanceofhotels,housesandgardens.B、Theexperts’lackofknowledge.C、Therisingofthesealevel.D、Thewashing-awayoflimestonecliffs.正确答案:【Thewashing-awayoflimestonecliffs.】2、问题：PeoplelivingonpartsofthesouthcoastofEnglandfaceaseriousproblem.In1993,theownersofalargehotelandofseveralhousesdiscovered,totheirhorror,thattheirgardenshaddisappearedovernight.Theseahadeatenintothesoftlimestonecliffsonwhichtheyhadbeenbuilt.Whileexpertswerestudyingtheproblem,thehotelandseveralhousesdisappearedaltogether,slidingdownthecliffandintothesea.Erosion（侵蚀）ofthewhitecliffsalongthesouthcoastofEnglandhasalwaysbeenaproblembutithasbecomemoreseriousinrecentyears.Dozensofhomeshavehadtobeabandonedastheseahascreptfartherandfartherinland.Expertshavestudiedtheareasmostaffectedandhavedrawnupamapforlocalpeople,forecastingtheyearinwhichtheirhomeswillbeswallowedupbythehungrysea.AngryownershavecalledontheGovernmenttoerectseadefensestoprotecttheirhomes.Governmentsurveyorshavepointedoutthatinmostcases,thisisimpossible.Newseawallswouldcosthundredsofmillionsofpoundsandwouldmerelymakethewavesandcurrentsgofurtheralongthecoast,shiftingtheproblemfromoneareatoanother.Thedangerislikelytocontinue,theysay,untilthewavesreachaninlandareaofhardrockwhichwillnotbeeatenaslimestoneis.Meanwhile,ifyouwanttobuyacheaphousewithanuncertainfuture,applytoahouseagentinoneofthethreatenedareasonthesouthcoastofEngland.Youcangetahouseforaknockdownpricebutitmayturnouttobeaknockdownhome.2.TheerosionofthewhitecliffsinthesouthofEngland_________.选项：A、willsoonbecomeaproblemforpeoplelivingincentralEnglandB、hasnowbecomeathreattothelocalresidentsC、isquicklychangingthemapofEnglandD、canbestoppedifpropermeasuresaretaken正确答案:【hasnowbecomeathreattothelocalresidents】3、问题：PeoplelivingonpartsofthesouthcoastofEnglandfaceaseriousproblem.In1993,theownersofalargehotelandofseveralhousesdiscovered,totheirhorror,thattheirgardenshaddisappearedovernight.Theseahadeatenintothesoftlimestonecliffsonwhichtheyhadbeenbuilt.Whileexpertswerestudyingtheproblem,thehotelandseveralhousesdisappearedaltogether,slidingdownthecliffandintothesea.Erosion（侵蚀）ofthewhitecliffsalongthesouthcoastofEnglandhasalwaysbeenaproblembutithasbecomemoreseriousinrecentyears.Dozensofhomeshavehadtobeabandonedastheseahascreptfartherandfartherinland.Expertshavestudiedtheareasmostaffectedandhavedrawnupamapforlocalpeople,forecastingtheyearinwhichtheirhomeswillbeswallowedupbythehungrysea.AngryownershavecalledontheGovernmenttoerectseadefensestoprotecttheirhomes.Governmentsurveyorshavepointedoutthatinmostcases,thisisimpossible.Newseawallswouldcosthundredsofmillionsofpoundsandwouldmerelymakethewavesandcurrentsgofurtheralongthecoast,shiftingtheproblemfromoneareatoanother.Thedangerislikelytocontinue,theysay,untilthewavesreachaninlandareaofhardrockwhichwillnotbeeatenaslimestoneis.Meanwhile,ifyouwanttobuyacheaphousewithanuncertainfuture,applytoahouseagentinoneofthethreatenedareasonthesouthcoastofEngland.Youcangetahouseforaknockdownpricebutitmayturnouttobeaknockdownhome.3.Theexperts’studyontheproblemoferosioncan_________.选项：A、leadtoitseventualsolutionB、provideaneffectivewaytoslowitdownC、helptopreventitfromworseningD、warnpeoplewhosehomesareindanger正确答案:【warnpeoplewhosehomesareindanger】4、问题：PeoplelivingonpartsofthesouthcoastofEnglandfaceaseriousproblem.In1993,theownersofalargehotelandofseveralhousesdiscovered,totheirhorror,thattheirgardenshaddisappearedovernight.Theseahadeatenintothesoftlimestonecliffsonwhichtheyhadbeenbuilt.Whileexpertswerestudyingtheproblem,thehotelandseveralhousesdisappearedaltogether,slidingdownthecliffandintothesea.Erosion（侵蚀）ofthewhitecliffsalongthesouthcoastofEnglandhasalwaysbeenaproblembutithasbecomemoreseriousinrecentyears.Dozensofhomeshavehadtobeabandonedastheseahascreptfartherandfartherinland.Expertshavestudiedtheareasmostaffectedandhavedrawnupamapforlocalpeople,forecastingtheyearinwhichtheirhomeswillbeswallowedupbythehungrysea.AngryownershavecalledontheGovernmenttoerectseadefensestoprotecttheirhomes.Governmentsurveyorshavepointedoutthatinmostcases,thisisimpossible.Newseawallswouldcosthundredsofmillionsofpoundsandwouldmerelymakethewavesandcurrentsgofurtheralongthecoast,shiftingtheproblemfromoneareatoanother.Thedangerislikelytocontinue,theysay,untilthewavesreachaninlandareaofhardrockwhichwillnotbeeatenaslimestoneis.Meanwhile,ifyouwanttobuyacheaphousewithanuncertainfuture,applytoahouseagentinoneofthethreatenedareasonthesouthcoastofEngland.Youcangetahouseforaknockdownpricebutitmayturnouttobeaknockdownhome.4.Itisnotfeasibletobuildseadefensestoprotectagainsterosionbecause_________.选项：A、itistoocostlyandwillendangerneighbouringareasB、thegovernmentistooslowintakingactionC、theywillbeeasilyknockeddownbywavesandcurrentsD、houseagentsalongthecoastdonotsupporttheidea正确答案:【itistoocostlyandwillendangerneighbouringareas】5、问题：PeoplelivingonpartsofthesouthcoastofEnglandfaceaseriousproblem.In1993,theownersofalargehotelandofseveralhousesdiscovered,totheirhorror,thattheirgardenshaddisappearedovernight.Theseahadeatenintothesoftlimestonecliffsonwhichtheyhadbeenbuilt.Whileexpertswerestudyingtheproblem,thehotelandseveralhousesdisappearedaltogether,slidingdownthecliffandintothesea.Erosion（侵蚀）ofthewhitecliffsalongthesouthcoastofEnglandhasalwaysbeenaproblembutithasbecomemoreseriousinrecentyears.Dozensofhomeshavehadtobeabandonedastheseahascreptfartherandfartherinland.Expertshavestudiedtheareasmostaffectedandhavedrawnupamapforlocalpeople,forecastingtheyearinwhichtheirhomeswillbeswallowedupbythehungrysea.AngryownershavecalledontheGovernmenttoerectseadefensestoprotecttheirhomes.Governmentsurveyorshavepointedoutthatinmostcases,thisisimpossible.Newseawallswouldcosthundredsofmillionsofpoundsandwouldmerelymakethewavesandcurrentsgofurtheralongthecoast,shiftingtheproblemfromoneareatoanother.Thedangerislikelytocontinue,theysay,untilthewavesreachaninlandareaofhardrockwhichwillnotbeeatenaslimestoneis.Meanwhile,ifyouwanttobuyacheaphousewithanuncertainfuture,applytoahouseagentinoneofthethreatenedareasonthesouthcoastofEngland.Youcangetahouseforaknockdownpricebutitmayturnouttobeaknockdownhome.5.Accordingtotheauthor,whenbuyingahousealongthesouthcoastofEngland,peopleshould_________.选项：A、beawareofthepotentialdangerinvolvedB、guardagainstbeingcheatedbythehouseagentC、takethequalityofthehouseintoconsiderationD、examinethehousecarefullybeforemakingadecision正确答案:【beawareofthepotentialdangerinvolved】随堂测验1、填空题：Wehaveallkindsof__________(智能家电)inthehouse.正确答案:【smarthomeappliances】2、填空题：Wehavehigh-speedrailwaytomake“__________(天涯若比邻)”.正确答案:【theendsoftheworldlikeneighbors】3、填空题：Thefirst__________(载人潜水艇)Jiaolongdivedtoadepthof7,062metersintotheseaandsetaworldrecord.正确答案:【mannedsubmersible】4、填空题：Beidou__________(导航卫星系统)isnowprovidingglobalnavigationandpositioningservices.正确答案:【NavigationSatelliteSystem】5、填空题：Youngpeopleshouldnotonlycareabouttheirfamilyandcountry,butalsohave__________(人类关怀).正确答案:【concernsforhumanity】随堂测验1、填空题：Directions:CompletethefollowingsentenceswiththenouncompoundstakenfromtextAofthisunitAppleisamultinationalcompanywhichmanufactures.正确答案:【smartphone】2、填空题：Directions:CompletethefollowingsentenceswiththenouncompoundstakenfromtextAofthisunitAwithlongbetterlifeisneededwhenstudentsuseittotakelecturenotes.正确答案:【laptop】3、填空题：Directions:CompletethefollowingsentenceswiththenouncompoundstakenfromtextAofthisunitOnalmosteveryuniversitycampus,freeisprovidedsobothfacultymembersandvisitorscanstayonline.正确答案:【internetaccess】4、填空题：Directions:CompletethefollowingsentenceswiththenouncompoundstakenfromtextAofthisunitIfstudentsdecidetochooseastheirmajor,theyhavetoknowwhatkindofcareerlifetheywillhave.正确答案:【InformationTechnology】5、填空题：Directions:CompletethefollowingsentenceswiththenouncompoundstakenfromtextAofthisunitBynow,offeringforfreehasbeenthebiggestsellingpointoftheAPPcalledWECHAT.正确答案:【instantmessage】随堂测验1、填空题：Readthefollowingpassageanddecidethefollowingstatementsarefacts(F)oropinions(O).FillintheblankswithFforfacts,Oforopinion.(答案请输入大写字母，答案与答案之间无空格。）Iwas15whenIwalkedintoMcCarley’sBookstoreinAshland,Oregon,andbeganscanningtitlesontheshelves.Themanbehindthecounter,MacMcCarley,askedifI’dlikeajob.Ineededtostartsavingforcollege,soIsaidyes.Iworkedafterschoolandduringsummersforminimumwage,andthejobhelpedpayformyfreshmanyearofcollege.Iwouldworkmanyotherjobs,butsellingbookswasoneofthemostsatisfying.Onedayawomanaskedmeforbooksoncancer.Sheseemedfearful.Ishowedhervirtuallyeverythingwehadinstockandfoundotherbookswecouldorder.Sheleftthestorelessapprehensive,andI’vealwaysrememberedtheprideIfeltinhavinghelpedher.AtMcCarley’sBookstore,IalwayssensedIwasworkingforthecustomers,notthestore.Todayit’sthesame.NBCNewspaysmysalary,butIfeelasifIworkfortheviewers,helpingthemmakesenseoftheworld.AnnCarry(NewsanchoroftheNBCNews“Today”show)1.________Thejobhelpedpayformyfreshmanyearofcollege.2.________Sheseemedfearful.正确答案:【FO】2、填空题：Readthefollowingpassageanddecidetheunderlinedpartofthestatementsarefacts(F)oropinions(O).FillintheblankswithFforfacts,Oforopinion.(答案请输入大写字母，答案与答案之间无空格。）TheBoxBoyIwas16whenIfoundthefirstjob.Itwaspackinggroceries.Ithoughteverythingwasfine,untiltheendofthefirstday,whenthemanagertoldmenottoreturn.Iwasn’tsackingfastenough.Iwasapainfullyshykid,andIsurprisedevenmyselfwhenIblurtedout,“Letmecomebacktomorrowandtryonemoretime.IknowI’lldobetter.”Speakingupwentagainstmyverynature,butitworked.Igotasecondchance.Ifyouwanttoaccomplishanythinginlife,youcan’tjustsitbackandhopeitwillhappen.You’vegottomakeithappen.IwasnotanaturalathletewhenIbeganstudyingkarate,butItrainedharderthananyoneelseandwasaworldmiddleweightkaratechampionforsixyears.Later,whenIdecidedtobecomeanactor,Iwas36andhadnoexperience.Thereweremaybe16,000unemployedactorsinHollywood,andI’dbecompetingagainstguyswhohadalreadybeeninmoviesoronTV.IfIhadsaid,“Idon’tstandachance,”onethingisclear:Iwouldn’thave.Peoplewhine,“Ihaven’tsucceededbecauseIhaven’thadthebreaks.”Youcreateyourownbreaks.ChuckNorris(Famousactorwhohasstarredinover20featurefilms)3.()Ithoughteverythingwasfine,untiltheendofthefirstday,whenthemanagertoldmenottoreturn.4.()Itrainedharderthananyoneelseandwasaworldmiddleweightkaratechampionforsixyears.正确答案:【FO】3、填空题：Readthefollowingpassageanddecidethefollowingstatementsarefacts(F)oropinions(O).FillintheblankswithFforfacts,Oforopinion.(答案请输入大写字母，答案与答案之间无空格。）ThePaperboyAbout200peoplelivedinMilton,NorthDakota.IdeliveredtheGrandForksHerald(大福克市先驱报)tojustaboutallofthem.Itwasmyfirstjob,andIwasten.Ididn’tjustthrowthepaperontopeople’sfrontlawns.Becauseeveryoneknewmeandmyfamily,Iwascarefulnottomakemistakes.IfIdid,IknewIwouldhearaboutit.SoIknockedondoors,saidhelloandaskedpeoplehowtheywere.ThenIhandedthemtheirpaper.Contactwithcustomers,andgoodservice,arewhatseparatewinnersfromlosers.Ibelievethatmanagerscannotservecustomerseffectivelywithoutmeetingthem.You’vegottogetoutthere.NotonlydoIvisitsupermarketsaroundtheworldbutIreceiveanddistributeaweeklyreportlistingcustomercomplaints(andcompliments).Nothingismoreimportantinbusinessthanlisteningtoyourcustomers.Asmyemployeesknow,Iampassionateaboutcustomerservice.ThatpassionwasinstilledinmebackinMilton,N.D.,deliveringpapersafterschool.DaleR.Morrison(PresidentandCEOofCampbellSoupCompany)5.________Ibelievethatmanagerscannotservecustomerseffectivelywithoutmeetingthem.6.________Asmyemployeesknow,Iampassionateaboutcustomerservice.正确答案:【OF】随堂测验1、填空题：Theterm“英雄”wasfirstmentionedintwoofChina’searliesthistorybooks―ZuoZhuanand__________.正确答案:【HanShu】2、填空题：YueFei,WenTianxiang,QiJiguangandLinZexuweretypicalrepresentativesof__________.正确答案:【nationalheroes】3、填空题：InChina,Martyrs’Dayfallson__________.正确答案:【September30】4、填空题：__________isknownasthe“fatherofhybridrice”.正确答案:【YuanLongping】5、填空题：Theinspiringstoriesofheroesremindusthatordinarypeoplecando__________things.正确答案:【extraordinary】随堂测验1、填空题：Directions:Completethefollowingsentenceswiththeadjectivecompoundstakenfromthevideoyoujustwatched.Thispairofjeansisoutoffashionthisyear.正确答案:【water-washed】2、填空题：Directions:Completethefollowingsentenceswiththeadjectivecompoundstakenfromthevideoyoujustwatched.Ifalltheeffortswerewasted,thewholeMid-Eastareawouldbecomeatriggerforworldcrisis.正确答案:【peace-making】3、填空题：Directions:Completethefollowingsentenceswiththeadjectivecompoundstakenfromthevideoyoujustwatched.AllguestsinvitedareinordertoattendtheQueen’sdinner.正确答案:【well-dressed】4、填空题：Directions:Completethefollowingsentenceswiththeadjectivecompoundstakenfromthevideoyoujustwatched.NorthFacejacketsusethematerialssothewearercanstayfineinautumnandspring.正确答案:【wind-proof】5、填空题：Directions:Completethefollowingsentenceswiththeadjectivecompoundstakenfromthevideoyoujustwatched.Thecoolestthingmanyyoungstersoftendoistodrinkcokesinhotsummer.正确答案:【ice-cold】随堂测验1、问题：MediaSelectionforAdvertisementsAfterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:television,newspapers,radio,magazines,out-of-home,internet,anddirectmail.TelevisionTelevisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?Youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.Television’sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,forinstance,iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects,thus,audiencesaresmallerandmorehomogeneous（具有共同特点的）thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthusadvertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.NewspapersAftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.Ithasincreaseditsnationalcirculation（发行量）by40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthroughtelevision,givennewproductiontechniques,advertisementscanbeprintedinnewspapersinabout48hours,meaningnewspapersarealsoaquickwayofgettingthemessageout.Newspapersareoftenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreaders.RadioAdvertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbillboards（广告牌）andtheinternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision.Whichmeansadvertiserscanaffordtorepeattheiradsoften.Internetcompaniesarealsoturningtoradioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.Twomajorchanges—satelliteandInternetradio—willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart.MagazinesNewsweeklies,women’stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket.Magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous.IfyoureadSportsIllustrated,forexample,youhavemuchincommonwiththemagazine’sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.Advertisersusingtheprintmedia—magazinesandnewspapers—willneedtoadapttotwomainchanges.First,theInternetwillbringlargeraudiencestolocalnewspaper.Theseaudienceswillbemorediverseandgeographicallydispersed(分散)thaninthepast.Second,advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetaudiences.Althoughsomemagazineswillmaintainnationalaudiences,alargenumberofmagazineswillentertainnarroweraudiences.Out-of-homeadvertisingOut-of-homeadvertising,alsocalledplace-basedadvertising,hasbecomeanincreasinglyeffectivewayofreachingconsumers,whoaremoreactivethaneverbefore.Manyconsumerstodaydonotsitathomeandwatchtelevision.Usingbillboards,newsstands,andbussheltersforadvertisingisaneffectivewayofreachingtheseon-the-goconsumers.Moreconsumerstravellongerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective.Technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemediumthaninthepast.Usingdigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6dayspreviously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmorequickly.InternetAsconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarket.Asconsumersgetmoreoftheirnews