世新大學八十七學年度碩士班招生考試

系所別	考試科目
傳播研究所	英文

※ 考生請在答案卷上作答

壹、 用字遣辭測驗（30％）

請根據上下文，選擇最是當用字填入下列各句。必要時得更改其格式（例如：被動式用過去分詞）。

1. Everyday he would take a ____ after lunch before returning to the office. (sleep, nap)

2. The ____ of the play was warmly applauded by the audience. (manufacturer, producer)

3. We based our survey on a ____ selection of people. ( unplanned, random, unsystematic)

4. A man was ____ to death by the crowds of people fleeing from the burning department store.

(trample, tread, walk)

5. She provided me with the ____ details, and I duly made out my report. (right, relevant, valid)

6. Because of its abundance of consumer products, Western society is known as the _____ society.

(wealthy, opulent, affluent)

7. Our understanding of the brain has ____ very rapidly in the last decade. (promote, advance,

further)

8. He was ____ to begin a new contract and I could not persuade him otherwise, so I’m afraid we

have lost him. (reluctant, unwilling)

9. Why are you ____ at me in that unpleasant way? Have I done something wrong? (stare, glare, gape)

10. The party is ____ of politicians, publishers and top journalists. (comprise, compose)

貳、閱讀能力測驗（請根據所摘錄文章，依題意選出一個最適當的答案）（40％）

It seems that the public has never of one mind regarding science and technology. A 1963 survey, for example, showed people regarded the computer as an awesome but useful machine. The early 1970s saw several studies, which sought to test popular generalizations about an anti-technology movement symbolized by Reich’s Greening of America, the public’s regard for technology remained largely positive. These studies also showed, however, that public opinion was not reducible to a single anti- or pro-technological view, but that at least two dimensions, affect and utility, were useful in identifying patterns of attitudes. As an example of somewhat contradictory opinions, one study found that a little more than half of a national sample thought computers were dehumanizing people and making them overtly dependent, while a great percentage believed computers would improve life.

In the early 1980s, technology had become closer to everyday experience. Computers in particular have become household products, while other new communication products have received massive promotion. The computerization of technology has stimulated the mass marketing machinery, elevating the public’s awareness of new communication technology.

1. Public attitudes toward science and technology were shown in several studies conducted in the early 1970s to be (a) positive (b) consistently contradictory (c) negative. (d) none of the above (以上答案皆非)

2. In comparison of the 1963 survey results with those of 1970s studies, it is found that (a) people regarded technology as useful both in 1963 and in 1970s (b) public opinion was reducible in 1963, but irreducible in 1970s to a single pro-technological view (c) a greater percentage of the national sample in 1970s, compared to that in 1963, believed computers would improve life. (d) none of the above.

3. Which of the following statement is true? (a) “A little more than half ” of a national sample means probably around 61%. (b) Peoples’ belief in computers’ ability to improve human life was used to demonstrate the use fullness of utility as one of the dimensions in identifying patterns of attitudes. (c) People thought computers were dehumanizing them less in the early 1980s. (d) none of the above(以上答案皆非)

4. Which of the following statement about the early 1980s trends is true? (a) The massive promotion of new communication products stimulated the consumerization of technology has resulted in the position of computers as household products. (c) The public became more and more aware of new communication technology as a result of the consumerization-stimulated mass marketing machinery. (d) none of the above(以上答案皆非)

5. We may conclude from the extracted passages above that public opinion about science and technology (a) was sometimes positive, but other times negative (b) remained largely positive in the early 1970s (c) was of one mind in 1963. (d) none of the above(以上答案皆非)

The tobacco industry argues that its advertising is not designed to attract new smokers (particularly women and youth) but rather to foster brand loyalty among current smokers. Furthermore, industry members note that since 1965 they have followed an “ industry code “ in which advertisements do not target persons under the age of 21, picture models under the age of 25, depict athletes or athletic situations, or associate smoking with social prominence, distinction, success, or sexuality. Antismoking advocates, however, point to the enormous overall increase in cigarette promotion and advertising expenditures, which have climbed from about $261 million in 1964 to over $2 billion in 1984 and to the increasing focus on those media outlets that are especially attended to by youth and women.

6. What is not one of the main points in the argument of the tobacco industry? (a) Nonsmoking youth and women are not particular targets of advertising (b) The tobacco industry directs advertising appeals to current smokers in an attempt to prevent them from switching brands. (c) Smoking youth and women are particular targets of advertising (d) none of the above(以上答案皆非)

7. What is not included in the “ industry code “, the tobacco industry members note, they have followed since 1965? (a) the exclusion of youth from the target list (b) the exclusion of models in their twenties from the picture (c) avoiding the association of smoking with social status (d) none of the above(以上答案皆非)

8. What is one of the evidential discrepancies antismoking advocates note in the argument of the tobacco industry? (a) the increasing expenditures for cigarette advertising in magazine with large young male and female readerships (b) the enormous overall increase in cigarette promotion and advertising expenditures (c) ads design explicitly to attract youth (d) all of the above (以上答案皆是)

參、英譯中 （30％）

1. Reading text on a computer screen is confining and tiresome. (6%)

2. Investigative reporters want to tell their stories, as Bill Marimow maintained, in a way that “ these average readers can relate to. “ But they will always “ subordinate style to substance, accuracy, precision, fairness.”(12%)

3. Economists said the weak yen has threatened to derail the fragile recovery of financial markets in Asia and already is contributing to a sharp increase in the U.S. trade deficit. (12%)