2023考研英語真題及解析英一英二全套

2023考研英語真題及解析，英一英二全套SectionIUseofEnglishDirections:Readthefollowingtext.Choosethebestword(s)foreachnumberedblankandmark[A],[B],[C],or[D]onthe

ANSWERSHEET.(10points)CaravanseraiswereroadsideinnsthatwerebuiltalongtheSilkRoadinareasincludingChina,NorthAfricaandtheMiddleEast.Theyweretypically

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outsidethewallsofacityorvillageandwereusuallyfundedbygovernmentsof

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.Thisword“Caravanserais”isa

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ofthePersianword“karvan”,whichmeansagroupoftravellersoracaravanand‘seray’,apalaceorenclosedbuilding.ThePermcaravanwasusedto

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groupsofpeoplewhotravelledtogetheracrosstheancientnetworkforsafetyreasons,

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merchants,travellersorpilgrims.Fromthe10thcenturyonwards,asmerchantandtravelroutesbecomemoredeveloped,the

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oftheCaravanseraisincreasedandtheyservedasasafeplaceforpeopletorestatnight.TravellersontheSilkRoadpossibilityofbeingattackedbythievesorbeing

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toextremeconditions.Forthisreason,Caravanseraiswerestrategicallyplaced

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theycouldbereachedinaday’straveltime.Caravanseraisservedasaninformal

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pointforthevariouspeoplewhotravelledtheSilkRoad.

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thosestructuresbecameimportantcentersforculture

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andinteraction,withtravelerssharingtheircultures,ideasandbeliefs,

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talkingknowledgewiththem,greatly

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thedevelopmentofseveralcivilizations.Caravanseraiswerealsoanimportantmarketplaceforcommoditiesand

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inthetradeofgoodsalongtheSilkRoad.

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,itwasfrequentlythefirststopmerchantslookingtoselltheirwaresand

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suppliesfortheirownjourneys.Itis

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thataround120000to15000caravanseraiswerebuiltalongtheSilkRoad,

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onlyabout3000areknowntoremaintoday,manyofwhicharein

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.1.[A]displayed[B]occupied[C]located[D]equipped【答案】C2.[A]privately[B]regularly[C]respectively[D]permanently【答案】A3.[A]definition[B]transition[C]substitution[D]combination【答案】D4.[A]classify[B]record[C]describe[D]connect【答案】C5.[A]apartfrom[B]insteadof[C]suchas[D]alongwith【答案】C6.[A]construction[B]restoration[C]impression[D]evaluation【答案】A7.[A]doubted[B]faced[C]accepted[D]reduced【答案】B8.[A]assigned[B]subjected[C]accustomed[D]opposed【答案】B9.[A]sothat[B]evenif[C]nowthat[D]incase【答案】A10.[A]talking[B]starting[C]breaking[D]meeting【答案】D11.[A]Bytheway[B]Onoccasion[C]Incomparison[D]Asaresult【答案】D12.[A]heritage[B]revival[C]exchange[D]status【答案】C13.[A]withregardto[B]inspiteof[C]aswellas[D]inlinewith【答案】C14.[A]completing[B]influencing[C]resuming[D]pioneering【答案】B15.[A]aided[B]invested[C]failed[D]competed【答案】A16.[A]Rather[B]Indeed[C]Otherwise[D]However【答案】B17.[A]goinfor[B]standupfor[C]closeinon[D]stockupon【答案】D18.[A]believed[B]predicted[C]recalled[D]implied【答案】A19.[A]until[B]because[C]unless[D]although【答案】D20.[A]ruins[B]debt[C]fashion[D]series【答案】ASectionIIReadingComprehensionPartADirections:Readthefollowingfourtexts.Answerthequestionsbeloweachtextbychoosing[A],[B],[C],or[D].MarkyouranswersontheANSWERSHEET.(40points)Text1TheweatherinTexasmayhavecooledsincetherecentextremeheat,butthetemperaturewillbehighattheStateBoardofEducationmeetinginAustinthismonthasofficialsdebatehowclimatechangeistaughtinTexasschools.PatHardy,whosympathizeswiththeviewsoftheenergysector,isresistingproposedchangestosciencestandardsforpre-teenpupils.Thesewouldemphasizetheprimacyofhumanactivityinrecentclimatechangeandencouragediscussionofmitigationmeasures.MostscientistsandexpertssharplydisputeHardy’sviews.Theycasuallydismissthecareerworkofscholarsandscientistsasjustanothermisguidedopinion.’’saysDanQuinn,seniorcommunicationsstrategistattheTexasFreedomNetwork,anon-profitgroupthatmonitorspubliceducation.“WhatmillionsofTexaskidslearnintheirpublicschoolsisdeterminedtoooftenbythepoliticalideologyofpartisanboardmembers,ratherthanfactsandsoundscholarship.”SuchdebatesreflectfiercediscussionsacrosstheUSandaroundtheworld,asresearchers,policymakers,teachersandstudentsstepupdemandsforagreaterfocusonteachingaboutthefactsofclimatechangeinschools.AstudylastyearbytheNationalCenterforScienceEducation,non-profitgroupofscientistsandteachers,lookingathowstatepublicschoolsacrossthecountryaddressclimatechangeinscienceclasses,gavebarelyhalfofUSstatesagradeB+orhigher.Amongthe10worstperformersweresomeofthemostpopulousstates,includingTexas,whichwasgiventhelowestgrade(F)andhasadisproportionateinfluencebecauseitstextbooksarewidelysoldelsewhere.GlennBranch,thecentre’sdeputydirector,cautionsthatsettingstate-levelsciencestandardsisonlyonelimitedbenchmarkinacountrythatdecentralisesdecisionstolocalschoolboards.Evenifastateisconsideredahighperformerinitssciencestandards,thatdoesnotmeanitwillbetaught”,hesays.Anotherissueisthat,whileclimatechangeiswellintegratedintosomesubjectsandatsomeages-suchasearthandspacesciencesinhighschools-itisnotaswellrepresentedincurriculaforyoungerchildrenandinsubjectsthataremorewidelytaught,suchasbiologyandchemistry.Itisalsolessprominentinmanysocialstudiescourses.

Branchpointsoutthat,evenifagrowingnumberofofficialguidelinesandtextbooksreflect

scientificconsensusonclimatechange,unofficialeducationalmaterialsthatconveymoreslantedperspectivesarebeingdistributedtoteachers.Theyincludematerialssponsoredbylibertarianthink-tanksandenergyindustryassociations.21.InParagraph1,theweatherinTexasismentionedto______.[A]forecastapolicyshiftinTexasschools[B]stresstheconsequencesofclimatechange[C]indicatetheatmosphereattheboardmeeting[D]drawthepublic’sattentiontoenergyshortages【答案】C22.WhatdoesQuinnthinkofHardy?[A]Sheexaggeratestheexistingpanic.[B]Shedeniesthevalueofscientificwork.[C]Sheshowsnoconcernforpre-teens.[D]Sheexpressesself-contradictoryviews.【答案】B23.Thestudymentionedinparagraph5showsthat______.[A]climateeducationisinsufficientatstatepublicschools[B]policymakershavelittledriveforscienceeducation[C]Texasisreluctanttorewriteitssciencetextbooks.[D]environmentalteachinginsomestateslackssupervision.【答案】A24.AccordingtoBranch,state-levelsciencestandardsintheUS______.[A]callforregularrevision[B]requireurgentapplication[C]havelimitedinfluence[D]catertolocalneeds.【答案】C25.Itisimpliedinthelastparagraphthatclimatechangeteachinginsomeschools______.[A]agreestomajorpublicdemands[B]reflectsteacherspersonalbiases[C]maymisrepresenttheenergysector[D]canbeswayedbyexternalforces【答案】DText2CommunitiesthroughoutNewEnglandhavebeenattemptingtoregulateshort-termrentalssincesiteslikeAirbnbtookoffinthe2010s.Nowwithrecord-highhomepricesandhistoricallylowinventory,there’sanincreasedurgencyinsuchregulation,particularlyamongthosewhoworrythatdeveloperswillcomeinandbuyupswathsofhousingtoflipforafortuneontheshort-termrentalmarket.InNewHampshire,wheretherentalvacancyratehasdroppedbelow1percent,housingadvocatesfearuncheckedshort-termrentalswillputfurtherpressureonanalreadystrainedmarket.TheStateLegislaturerecentlyvotedagainstabillthatwould’vemadeitillegalfortownstocreatelegislationrestrictingshort-termrentals.“Weareatacrisislevelonthesupplyofrentalhousing,”saidNickTaylor,executivedirectoroftheWorkforceHousingCoalitionoftheGreaterSeacoast.“WithoutenoughaffordablehousinginsouthernNewHlampshiretowns,employersarehavingahardtimefindingaplacetolive,”Taylorsaid.However,short-termrentalsalsoprovidehousingfortourists,pointedoutRyanCastle,CEOofalocalassociationofrealter.“Alotofworkersareservicingthetouristindustry,andthetourismindustryisservicedbythosepeoplecominginshortterm,”Castlesaid,“andsoit’sacyclicaleffect.”Short-termrentalsthemselvesarenotthecruxoftheissue,saidKerenHom,anexpertonaffordablehousingpolicy.Ithinkindividualsbeingabletorentouttheirsecondhomeisagoodthing.Ifit’stheirvacationhomeanyway,andit’sjustempty,whycan’tyoumakemoneyoffit?”Hornsaid.Issuesarise,however,whendevelopersattempttocreatelarge-scaleshort-termrentalfacilities—defactohotels—tobypasstaxesandregulations.Ithinkthequestionis,shouldn’tadeveloperwho’sreallybuildingahotel,butdisguisingitasnotahotel,betreatedandtaxedandregulatedlikeahotel?”Hornsaid.Attheendof2018,governarCharlieBalkerofMassachusettssignedabilltoreininthosepotentialinvestor-buyers.Thebillrequireseveryrentalhosttoregisterwiththestatemandatestheycarryinsuranceandopensthepotentialforlocaltaxesontopofanewstatelevy.Bostontookthingsevenfurther,requiringrenterstoregisterwiththecity’sInspectionalServicesDepartment.Hornsaidsimilarregistrationrequirementscouldbenefitstrugglingcitiesandtowns,but“ifwewanttomakeachangeinthehousingmarket,themainoneiswehavetobuildalotmore.”26.WhichofthefollowingistrueofNewEngland?[A]Itshousingsupplyisataverylowlevel.[B]Itscommunitiesareinneedoffunding.[C]Itsrentalvacancyrateisgoingupslowly.[D]Itshomepricesareunderstrictcontrol.【答案】A27.ThebillmentionedinParagraph2wasintendedto______.[A]curbshort-termrentalspeculation[B]ensurethesupplyofcheaphousing[C]punishillegaldealingsinhousing[D]allowafreeshort-termrentalmarket【答案】D28.ComparedwithCastle,Taylorismorelikelytosupport______.[A]furtherinvestmentinlocaltourism[B]anincreaseinaffordablehousing[C]strictmanagementofrealestateagents[D]afavorablepolicyforshort-termworkers【答案】B29.WhatdoesHornemphasizeinParagraph5?[A]Theurgencytoupgradeshort-termrentalfacilities.[B]Theefficientoperationofthelocalhousingmarket.[C]Thenecessitytostopdevelopersfromevadingtaxes.[D]Theproperprocedureforrentingoutsparehouses.【答案】C30.Hornholdsthatimposingregistrationrequirementsis______.[A]anirrationaldecision[B]anunfeasibleproposal[C]anunnecessarymeasure[D]aninadequatesolution【答案】DText3Ifyou’reheadingforyournearestbranchofWaterstones,thebiggestbookretailerintheUK,insearchoftheDuchessofSussex’snewchildren’sbookTheBench,youmighthavetobepreparedtohuntaroundabit,thesamemaybetrueofThePresident’sDaughter,thenewthrillerbyBillClintonandJamesPatterson.BothofthesebooksarepublishednextweekbyPenguinRandomHouse(PRH),acompanycurrentlyinvolvedinastand-offwithWaterstones.Theproblembeganlatelastyear,whenPRHconfirmedthatithadintroducedacreditlimitwithWaterstones“ataverysignificantlevel”.ThetrademagazineTheBooksellerreportedthatWaterstonesbranchmanagerswerebeingtoldtoremovePRHbooksfromprominentareassuchastables,displayspacesandwindows,andwere“quietlyretiringthemtotheirrelevantsections”.PRHdeclinedtocommentontheissue,butaspokespersonforWaterstonestoldme:“WaterstonesarecurrentlyoperatingwithreducedcredittermsfromPRH,theonlypublisherintheUKtoplaceanylimitationsonourabilitytotrade.WearenotboycottingPRHtitlesbutwearedoingourutmosttoensurethatavailabilityforcustomersremainsgooddespitetheloweroveralllevelsofstock.Wearehopefulwithourshopsnowopenagainthatnormalitywillreturnandthatwewillbeallowedtobuyappropriately.Certainly,ourshopsareexceptionallybusy.ThesalesforourMayBooksoftheMonthsurpassedanymonthsince2018.”Inthemeantime,PRHauthorshavebeenthelosers.Big-namePRHauthorsmaysufferabit,butit’sthosemid-listauthors,whonormallyrelyonWaterstonesstaff’spassionforpromotingbooksbylesser-knownwriters,whowillbeprayingforanendtothedispute.ItcomesatatimewhenauthorsarealreadyworriedabouttheconsequencesoftheproposedmergerbetweenPRHandanotherbigpublisher,Simon&Schuster—thereductioninthenumberofunalignedUKpublishersislikelytoleadtofewerbiddingwars,loweradvances,andmoreconformityintermsofwhatispublished.“Thisisallpartofawiderchangetowardsconcentrationofpower,”saysliteraryagentAndrewLownie.“Thepublishingindustrytalksaboutdiversityintermsofauthorsandstaffbutitalsoneedsapluralityofwaysofdeliveringintellectualcontact,choiceanddifferentvoices.Afterall,manyofthemostinterestingbooksinrecentyearshavecomefromsmallpublishers.”Weshallseewhetherthatpluralityisacasualtyofthecurrentneedamongpublisherstobebigenoughtotakeonall-comers.31.TheauthormentionstwobooksinParagraph1topresent______.[A]anongoingconflict.[B]anintellectualconcept.[C]aprevailingsentiment.[D]aliteraryphenomenon.【答案】A32.WhydidWaterstonesshopsretirePRHbookstotheirrelevantsections?[A]Tomakethemeasilynoticeable.[B]TocomplywithPRH’srequirement.[C]TorespondtoPRH’sbusinessmove.[D]Toarrangetheminasystematicway.【答案】C33.WhatmessagedoesthespokespersonforWaterstonesseemtoconvey?[A]Theircustomersremainloyal.[B]Thecreditlimitwillberemoved.[C]Theirstockisunderestimated.[D]Thebookmarketisratherslack.【答案】B34.Whatcanbeoneconsequenceofthecurrentdispute?[A]Salesofbooksbymid-listPRHwritersfalloffconsiderably.[B]Lesser-knownPRHwritersbecomethetargetofcriticism.[C]Waterstonesstaffhesitatetopromotebig-nameauthors’books.[D]Waterstonesbranchessufferaseverereductioninrevenue.【答案】A35.WhichofthefollowingstatementsbestrepresentsLownie’sview?[A]Smallpublishersoughttosticktogether.[B]Bigpublisherswilllosetheirdominance.[C]Thepublishingindustryishavingahardtime.[D]Themergerofpublishersisaworryingtrend.【答案】DText4Scientificpapersaretherecordkeepersofprogressinresearch.Eachyearresearcherspublishmillionsofpapersinmorethan30,000journals.Thescientificcommunitymeasuresthequalityofthosepapersinanumberofways,includingtheperceivedqualityofthejournal(asreflectedbythetitle’simpactfactor)andthenumberofcitationsaspecificpaperaccumulates.Thecareersofscientistsandthereputationoftheirinstitutionsdependonthenumberandprestigeofthepaperstheyproduce,butevenmoresoonthecitationsattractedbythesepapers.Citationcartels,wherejournals,authors,andinstitutionsconspiretoinflatecitationnumbers,haveexistedforalongtime.In2016,researchersdevelopedanalgorithmtorecognizesuspiciouscitationpatterns,includinggroupsofauthorsthatdisproportionatelyciteoneanotherandgroupsofjournalsthatciteeachotherfrequentlytoincreasetheimpactfactorsoftheirpublications.Recently,anotherexpressionofthispredatorybehaviorhasemerged:so-calledsupportserviceconsultanciesthatprovidelanguageandothereditorialsupporttoindividualauthorsandtojournalssometimesadvisecontributorstoaddanumberofcitationstotheirarticles.Theadventofelectronicpublishingandauthors’needtofindoutletsfortheirpapersresultedinthousandsofnewjournals.Thebirthofpredatoryjournalswasn’tfarbehind.Thesejournalscanactasmilkcowswhereeverysinglearticleinanissuemayciteaspecificpaperoraseriesofpapers.Insomeinstances,thereisabsolutelynorelationshipbetweenthecontentofthearticleandthecitations.Thepeculiarpartisthatthejournalthattheeditorissupposedlyworkingforisnotprofitingatall—itisjustprovidingcitationstootherjournals.Suchpracticescanleadanarticletoaccruemorethan150citationsinthesameyearthatitwaspublished.Howinsidiousisthistypeofcitationmanipulation?Inoneexample,anindividual—actingasauthor,editor,andconsultant—wasabletouseatleast15journalsascitationproviderstoarticlespublishedbyfivescientistsatthreeuniversities.TheproblemisrampantinScopus,acitationdatabase,whichincludesahighnumberofthenew“international”journals.Infact,alistinginScopusseemstobeacriteriontobetargetedinthistypeofcitationmanipulation.Scopusitselfhasallthedatanecessarytodetectthismalpractice.Redflagsincludealargenumberofcitationstoanarticlewithinthefirstyear.Andforauthorswhowishtosteerclearofcitationcartelactivities:whenaneditor,areviewer,orasupportserviceasksyoutoaddinappropriatereferences,donotobligeanddoreporttherequesttothejournal.36.AccordingtoParagraph1,thecareersofscientistscanbedeterminedby________.[A]howmanycitationstheirworkscontain.[B]howmanytimestheirpapersarecited.[C]theprestigeofthepeopletheyworkwith.[D]thestatustheyhaveinscientificcircles.【答案】B37.Thesupportserviceconsultanciestendto________.[A]recommendjournalstotheirclients.[B]listcitationpatternstheirclients.[C]askauthorstoincludeextracitations.[D]advisecontributorstociteeachother.【答案】C38.TheFunctionofthe“milkcow”journalsisto________.[A]boostcitationcountsforcertainauthors.[B]helpscholarspublisharticlesatlowcost.[C]instructFirst-timecontributorsincitation.[D]increasethereadershipofnewjournals.【答案】A39.WhatcanbelearnedaboutScopusfromthelasttwoparagraphs?[A]ItFosterscompetitionamongcitationproviders.[B]Ithasthecapabilitytoidentifysuspiciouscitations.[C]Ithindersthegrowthof“international”journals.[D]Itisestablishedtopreventcitationmanipulation.【答案】B40.Whatshouldanauthordotodealwithcitationmanipulators?[A]Takelegalaction.[B]Demandanapology.[C]Seekprofessionaladvice[D]Revealtheirmisconduct.【答案】DPartBDirections:ThefollowingparagraphsaregiveninawrongorderForQuestions41-45,youarerequiredtoreorganizetheseparagraphsintoacoherenttextbychoosingfromthelistA-Handfillingthemintothenumberedbox.ParagraphsA,EandHhavebeencorrectlyplaced.Markyouranswersonthe

ANSWERSHEET.(10points)[A]Lastyearmarkedthe150thanniversaryofaseriesofYellowstonephotographsbytherenownedlandscapephotographerWilliamHenryJackson.Jacksonsnappedthe1st-evershotsoficoniclandmarkssuchastheTetons,OldFaithfulandtheColoradoRockies.Onalate19th-centuryexpeditionthroughtheYellowstoneBasinthatwasconductedbytheheadoftheU.S.GeologicalandGeographicalSurveyoftheTerritories,FerdinandV.Hayden.Theteamincludedameteorologist,azoologist,amineralogist,andanagriculturalstatistician.[B]Twocenturiesago,theideaofpreservingnature,ratherthanexploitingit,wasanovelonetomanyU.S.settlers.Oneoftheturningpointsinpublicsupportforlandconservationefforts—andrecognizingthemagnificenceoftheYellowstoneregioninparticular—cameintheformofvividphotographs.[C]AsaneffectiveWashingtonoperator,Haydensensedthathecouldcapitalizeontheexpedition'sstunningvisuals.HeaskedJacksontoprintoutlargecopiesanddistributedthemalongwithreproductionsofMoran'spaintings,toeachmemberofCongress"Thevisualization,particularlythosephotographs,reallyhithomethatthisissomethingthathastobeprotected,"saysMurphy.[D]Throughoutthetrip,Jacksonjuggledmultiplecamerasandplatesizesusingthe"collodionprocess"thatrequiredhimtocoattheplateswithachemicalmixture,thenexposethemanddeveloptheresultingimageswithaportabledarkroom.Thecrudetechniquerequirededucatedguessesonexposuretimes,andinvolvedheavyawkwardequipment-severalmenhadtoassistinitstransportation.Despitethesechallenges,Jacksoncaptureddozensofstrikingphotos,rangingfrommajesticimageslikehisnowfamoussnapshotofOldFaithful,tocasualportraitsofexpeditionmembersatthecamp.Whileveteransofpreviousexpeditionswroteatlengthaboutstunningtrailsights,thesevividphotographswereanotherthingentirely.[E]ThejourneyofficiallybeganinOgden,UtahonJune8,1871.Overnearlyfourmonths,dozensofmenmadetheirwayonhorsebackintoMontanaandtraversedalongtheYellowstoneRiverandaroundYellowstoneLake.ThatfalltheyconcludedthesurveyinFortBridger,Wyoming.[F]ThoughNativeAmericans(andlaterminersandfurtrappers)hadlongrecognizedthearea'sriches,mostAmericansdidnot.That'swhyHayden'sexpeditionaimedtoproduceafullerunderstandingoftheYellowstoneRiverregion,fromitshotspringsandwaterfallstoitsvarietyoffloraandfauna.Inadditiontotheentourageofscientists,theteamalsoincludedartists:PainterThomasMoranandphotographerWilliamHenryJacksonwerechargedwithcapturingthisastoundingnaturalbeautyandsharingitwiththeworld.[G]ThebillprovedlargelypopularandsailedthroughCongresswithlargemajoritiesinfavor.Inquicksuccession,theSenateandHousepassedlegislationprotectingYellowstoneinearly1872.ThatMarch,PresidentUlyssesS.GrantsignedanactintolawthatestablishedYellowstoneastheworld'sfirstnationalpark.Somelocalsopposedthedesignation,thedecisionwaslargelyaccepted-andJackson'sphotosplayedakeyroleinthefighttoprotectthearea."Idon'tbelievethatthelegalprotectionwouldhavehappenedinthetimeframethatitdidwithoutthoseimages,"saysHansen,journalistandauthorofProphetsandMoguls,RangersandRogues,BisonordBears:100yearsofthenationalParkService.[H]Perhapsmostimportantly,theseimagesprovideddocumentaryevidenceofthepark'ssightsthatlatermadeitswaytogovernmentofficials.Weeksaftercompletingtheexpedition,Haydencollectedhisteam'sobservationsintoanextensivereportaimedatconvincingsenatorsandrepresentatives,alongwithcolleaguesatgovernmentagenciesliketheDepartmentoftheInterior,thatYellowstoneoughttobepreserved(andthathisdepartmentdeservedadditionalfunds).41.______→A→42.______→E→43.______→H→44.______45.______41.【答案】B42.【答案】F43.【答案】D44.【答案】C45.【答案】GPartCDirections:ReadthefollowingtextcarefullyandthentranslatetheunderlinedsegmentsintoChinese.YourtranslationshouldbewrittenneatlyontheANSWERSHEET.(10points)TherehasbeensomeexplorationaroundtheuseofAIindigitalmarketing.Forexample,AIcanbeusedtoanalysewhattypeofadvertisingcontentorcopywouldbeappropriateto‘speak’toaspecifictargetcustomergroupbyrevealinginformationabouttrendsandpreferencesthroughtheanalysisofbigdata.(46)

AIcanalsobeusedtoidentifythelifestylechoicesofcustomersregardingtheirhobbiesfavouritecelebritiesmusicchoicesandfashionstoprovideuniquecontentinmarketingmessagesputoutthroughsocialmedia.

AtthesametimeAIcanalsobeusedtogeneratecontentforsocialmediapostsandchatsites.AIcanalsoprovideabridgebetweentheneedofthebrandtocommunicateemotionallywiththecustomerandidentifyingtheirrapidlychangingneeds.WhileworkingatPWC,NorbertWirthwroteanarticleonAlwhereheidentifiedthatmarketersareequallyeagerandhesitantinadoptingAIbecausesynthesizingallthesedifferentfunctionspresentsthemwithnewchallenges.AIcanhelpmarketerstocreateclearmarketingmessagesandchoosethemostattractivemarketingmixforeachtargetsegment.AspecificexamplewouldbetheuseofAIindevelopingthecustomerjourneybyautomatingallthedifferenttouchpoints(whentheorganizationshouldcontactthepotentialcustomer)throughbehaviouralanalyticssothattheyarethemosteffectiveforthatcustomerorcustomergroup.ThemaindisadvantageofusingAItorespondtocustomersisthatthereareconcernsabouttrustingpersonalinteractionstomachineswhichcouldleadnotonlytothesubsequentlossofinterpersonalconnectionsbutalsotoadecreaseinmarketingpersonnel.(47)

SomebelievethatAIisnegativelyimpactingonthemarketer'srolebyreducingcreativityandremovingjobs,buttheyareawarethatitisawayofreducingcostsandcreatingnewinformation.

ByallowingAItodevelopcontentsomebrandmarketersmayfindthattheyarelosingcontroloverthebrandnarrative.(48)

Algorithmsthatareusedtostimulatehumaninteractionsarecreatingmanyoftheseconcernsespeciallyasno-oneisquitesurewhattheoutcomesofusingAItointeractwithcustomerswillbe.ForAItobesuccessful,dataneedstobeaccessible,buttheuseofpersonaldataisbecomingmoreregulatedandtheautomatedsharingofdataisbecomingmoredifficult.(49)

IfcustomersarenotwillingtosharedataAIwillbestarvedofessentialinformationandwillnotbeabletofunctioneffectivelyoremploymachinelearningtoimproveitsmarketingcontentandcommunication.

Therefore,unlesscustomersarepreparedtosignreleaseagreements,theuseofAImaybecomesomewhatrestrictedinthefuture.NotonlycanAIhelptocreatethemarketingcontentbutitcanalsoprovideanon-intrusivewayofdeliveringthecontenttothetargetcustomers.Datacanbegatheredonwherethecustomercanbeengaged,suchaslocationdevicesused,websiteinteractions,andsitesvisited,todisplaymarketingmessagesinappropriateformsincludingemailssocialmediaposts,pop-upadvertisements,andbannersatanappropriatefrequency.(50)

Thenon-intrusivedeliveryofthemarketingmessagesinawaythatissensitivetotheneedsofthetargetcustomerisoneofthecriticalchallengestothedigitalmarketer.Understandinghumansmaybecomplicated,butwerevealaconsiderableamountaboutwhatappealstousthroughourbrowsinghistory.【答案】46.人工智能還可以用來識(shí)別出消費(fèi)者生活方式的選擇，包括他們的愛好、最喜歡的名人和時(shí)尚，從而通過社交媒體發(fā)布的營(yíng)銷信息來提供獨(dú)特的內(nèi)容。47.一些人認(rèn)為，人工智能通過減少創(chuàng)造力和工作機(jī)會(huì)對(duì)營(yíng)銷人員產(chǎn)生了負(fù)面影響，但他們也意識(shí)到，這是一種降低成本和創(chuàng)造新信息的方式。48.用于刺激人際互動(dòng)的算法正在引發(fā)許多此類拍憂，尤其是在沒有人非常確定使用人工智能與客戶互動(dòng)的結(jié)果會(huì)是什么情況下。49.如果客戶不愿意分享數(shù)據(jù)，人工智能將缺乏必要的信息，無法有效地發(fā)揮作用，也無法使用機(jī)器學(xué)習(xí)來改善其營(yíng)銷內(nèi)容和傳播。50.以一種對(duì)目標(biāo)客戶需求敏感的方式非侵入式地傳遞營(yíng)銷信息是數(shù)字營(yíng)銷人員面臨的關(guān)鍵挑戰(zhàn)之一。SectionIIIWritingPartA51.Directions:WriteanoticetorecruitastudentforProf.Smith’sresearchprojectioncampussportsactivities.Specifythedutiesandrequirementsofthejob.Youshouldwriteabout100wordsonthe

ANSWERSHEET.Do