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听力原文及答案解析
Section B
Passage One
Yellow Pages advertising is directory advertising because it tells people where to go to get the product or service. It reaches prospects-people who already know they have a need for the product or service. Directory advertising is the only form of advertising that is actively consulted by prospects who need or want to buy something. Yellow Pages advertising is the most widely used form of directory advertising. It is the most universal of advertising medium. For some small business, the advertising is generated from local businesses. A Yellow Pages ad is the last step in the search for a product or service by a committed consumer. [26]The Yellow Pages are used primarily for comparison shopping.
Although the advertisement doesn't have to attract the attention of an indifferent audience, it does have to stand out in a competitive environment. [27]The decision about which store to call or visit will be based on certain criteria, the size of the ad being the first. Larger ads get more attention than small ones. Other decision factors include convenience, range of products or services, and the reputation or image of the store. The most important feature of Yellow Pages advertising is the category system. Certain information is critical to Yellow Pages ads including location, hours and graphics. [28]A recent development in directory advertising is the electronic Yellow Pages, a database accessed by computer.
Questions 26 to 28 are based on the passage you have just heard.
26. What is the basic use for the Yellow Pages?
正确答案：A
解析：本题考查对细节的记忆。录音中明确提到黄页主要用于comparison shopping，故A正确。
27. What is the most important design part of a Yellow Pages ad?
正确答案：C
解析：本题考查对细节的记忆，答案为C。符合短文听力“听到什么选什么”的解题原则。
28. What is the latest invention in directory advertising?
正确答案：B
解析：录音最后一句即是答案所在之处，由此可知B正确。短文结尾处常出题。
