Passage 8
Ethnic stereotypes died hard in the advertising industry. Advertisers continued to fantasize about a mythical Middle American populated by white people and guided by traditional values. Yet such cultural homogeneity (同质性) had never existed. Following World War II vast numbers of African Americans had migrated from southern to northern states, and waves of immigrants from Latin America and Asia continued to arrive in America. Yet advertisers typically avoided controversial and political issues and feared breaking the color line. African Americans literally disappeared from print ads and TV commercials in the 1950s and 1960s, and other minority group members rarely appeared; Hispanic American were particularly invisible.
More than anything, the civil rights movement enlightened the nation and led to more cultural diversity throughout the advertising industry. African Americans upgraded their employment status and demanded less stereotyped ad images of themselves. The DDB campaign for Levy’s bread became a model with its “You don’t have to be Jewish to love Levy’s” ads. This series of ads and posters pictured members of a variety of ethnic groups, including African Americans, Asian Americans, and Native Americans. The desire to include more diversity eventually extended to nationwide advertising. For example, in 1963 Lever Brothers, one of the largest advertisers on TV, announced that it would picture more blacks. And the first spots for all detergent showed Art Linkletter talking with an African American housewife about her laundry problems.
Yet the progress remained slow. Shows featuring African American performers found it difficult to attract sponsors. In 1964 General Motors threatened to withdraw its sponsorship of the popular Western television series “Bonanza” should an episode feature an African American guest star. Under pressure from NBC and the NAPMI-ACP® and facing considerable negative publicity, however, GM later reversed its position. As late as 1968, Chrysler complained openly about “Petula” a variety show that it sponsored, Chrysler did not approve when the show’s star, the popular British singer Petula Clark, held the arm of her guest star, black singer Harry Belafonte. Chrysler deemed it far too intimate a pose to appear on camera. By decade’s end, however, several shows starring African Americans met with unprecedented approval, including “Julia”, “the Bill Cosby Show,” and “the Flip Wilson Show.”
The degree to which African Americans were excluded from mainstream advertising has been extensively documented. For example, Harol Kassarjian examined twelve national magazines from 1946 to 1965 and found that blacks appeared in less than 1 percent of ads. The New York City commission on Human Rights monitored commercials from forty agencies for a one-year period from 1966 to 1967 and found that blacks appeared in only about 4 percent of the commercials. And in 1968 the federal Equal Employment Opportunity commission (EEOC) held hearings investigating the number of minority group members in advertisements. All of this contributes to a considerable growth in the number of African Americans appearing in mainstream advertising.
Only a few mass market advertisers had mounted specialized campaigns aimed at African Americans prior to this era. Advertisers singly adopted campaigns for white-oriented media by substituting nonwhite models and running the ads in African American-oriented media such as Ebony (1945), Tan (1950) and Jet (1950).
For some personal care products like Clairol hair coloring, however, it made more sense to create nonwhite advertising. At the time Clairol targeted only two shades to the African American market—black velvet and sable brown. Clairol also faced two sensitive issues. It had to overcome the idea that “good women” did not color their hair, and it had to convince nonwhite women that hair coloring could naturally flatter their complexions. To solve these problems, Clairol put out a series of trade advertisements to condition hairdressers. It also ran consumer advertising in African American media to explain to nonwhite women that hair coloring was as natural to use as other cosmetics. Although Clairol ran ads with its famous “Does she … or doesn’t she?” line with an attractive African American model, it also introduced a new theme especially for this market: “If you want to … why not?” The pictures showed African American models with hair colored from brunette to blonde. Through this targeted advertising Clairol developed an entirely new market for their product.
Yet the most noticeable reform involved the “role” of African American, portrayed in ads. Instead of presenting demeaning, stereotyped images, ad-makers cast Africans in a range of normal occupations and tasks. Uncle Ben’s chef disappeared for a time, while Aunt Jemina’s “mammy” character slimmed down, discarded her handkerchief head covering, and donned pearls earrings. And African American celebrities pitched products to the mass market, including Lena Horne for Sanka coffee and Bill Cosby for Jell-O.
1.According to the passage, which statement is true?
2.What can be inferred from this passage?
3.General Motor and Chrysler are mentioned to show ____.
4.African Americans were excluded from mainstream advertising because ____.
5.Which is the best title for this passage?
问题1选项
A.Advertisers in 1950s and 1960s fantasized that ethnic stereotypes would disappear.
B.Actually African Americans began to appear in TV commercials during 1950s and 1960s.
C.Advertisers in 1950s and 1960s usually avoided racial issues in print ads and TV commercials.
D.Minority group members, particularly Hispanic Americans, moved from the southern states to the northern states.
问题2选项
A.More cultural diversity in advertising was brought about by the civil rights movement.
B.Advertiser on TV commercials portrayed the African Americans’ upgraded employment status.
C.Levy was the first advertiser to break through the stereotype of Minority group members.
D.Civil right movement eventually extended to cultural diversity and brought about racial equality.
问题3选项
A.sponsors in 1960s did not like to sponsor shows that feature African American stars
B.sponsors gradually changed their attitude to shows starring African American
C.shows featuring African Americans met with unprecedented approval
D.popular Western TV shows tried hard to feature African American stars
问题4选项
A.Human Rights commissions monitored commercials from forty agencies
B.Equal Employment Opportunity Commission (EEOC) investigated the number of minority group members in advertisements
C.only a few mass market advertisers had mounted specialized campaigns aimed at African Americans
D.advertisers substituted white models and ran the ads in nonwhite-oriented media
问题5选项
A.African Americans Played a Role in Advertising.
B.Advertising Demands Reform.
C.Advertising Needs Minority Groups’ Involvement.
D.Minority Groups Demand a Piece of Pie.
第1题:C
第2题:A
第3题:A
第4题:C
第5题:B
第1题:
【选项释义】
According to the passage, which statement is true? 根据这篇文章，哪一项是正确的？
A. Advertisers in 1950s and 1960s fantasized that ethnic stereotypes would disappear. A. 20世纪50年代和60年代的广告商曾幻想种族成见会消失。
B. Actually African Americans began to appear in TV commercials during 1950s and 1960s. B. 事实上，20世纪50年代和60年代，非洲裔美国人开始出现在电视广告中。
C. Advertisers in 1950s and 1960s usually avoided racial issues in print ads and TV commercials. C. 20世纪50年代和60年代，广告商通常避免在平面广告和电视广告中涉及种族问题。
D. Minority group members, particularly Hispanic Americans, moved from the southern states to the northern states. D. 少数族裔成员，尤其是西班牙裔美国人，从南方各州移居到北方各州。
【考查点】事实细节题
【解题思路】本题要求选择符合原文的一项。C选项“20世纪50年代和60年代，广告商通常避免在平面广告和电视广告中涉及种族问题。”定位到第一段倒数第二句，该句提到“然而，广告客户通常会避免有争议的和政治问题（avoided controversial and political issues），并担心打破种族界限（feared breaking the color line）。”“种族问题属于有争议的、政治问题”，因此该选项表述符合原文。
【干扰项排除】
A选项“20世纪50年代和60年代的广告商曾幻想种族成见会消失。”原文并未提及，该选项属于无中生有；
B选项“事实上，20世纪50年代和60年代，非洲裔美国人开始出现在电视广告中”，定位到第一段最后一句，该句提到“20世纪50年代和60年代，非裔美国人从平面广告和电视广告中消失了（disappeared）”，因此，该选项表述错误，是“消失”，不是“出现”，该选项属于反向干扰；
D选项“少数族裔成员，尤其是西班牙裔美国人，从南方各州移居到北方各州”，定位到原文第一段第三句，该句提到“第二次世界大战之后，大量的非裔美国人（African Americans）从南方各州迁移到北方各州”，因此，“从南方各州移居到北方各州”的主要是非裔美国人而不是西班牙裔，该选项属于张冠李戴。
第2题:
【选项释义】
What can be inferred from this passage? 从这篇文章中可以推断出什么？
A. More cultural diversity in advertising was brought about by the civil rights movement. A. 民权运动给广告带来了更多的文化多样性。
B. Advertiser on TV commercials portrayed the African Americans’ upgraded employment status. B. 电视广告上的广告描绘了非裔美国人就业地位的提升。
C. Levy was the first advertiser to break through the stereotype of Minority group members. C. 列维（Levy）是第一个打破少数民族刻板印象的广告商。
D. Civil right movement eventually extended to cultural diversity and brought about racial equality. D. 民权运动最终扩展到文化多样性，带来了种族平等。
【考查点】事实细节题
【解题思路】本题要求选择符合原文的一项。A选项“民权运动给广告带来了更多的文化多样性”，定位到原文第二段第一句，该句提到“民权运动启发了整个国家，并在广告业中带来了更多的文化多样性（led to more cultural diversity throughout the advertising industry）。”选项内容与原文一致，符合题干要求。
【干扰项排除】
B选项“电视广告上的广告描绘了非裔美国人就业地位的提升”，定位到原文第二段第二句，该句提到“非裔美国人提高了他们的就业地位，要求（demanded）更少的刻板印象的广告形象。”因此，原文是说因为非裔美国人就业地位提高了，所以他们要求提高自己在广告中的形象，该选项属于曲解原文；
C选项“列维（Levy）是第一个打破少数民族刻板印象的广告商”，定位到原文第二段第三句，该句提到“DDB为列维的面包做的广告‘你不一定是犹太人，也会喜欢列维的面包”成为了一个典范。’”由此可知，列维是面包商，而不是广告商，该选项属于曲解原文；
D选项“民权运动最终扩展到文化多样性，带来了种族平等”，原文没有提到带来“种族平等”，该选项属于无中生有。
第3题:
【选项释义】
General Motor and Chrysler are mentioned to show ____. 提到通用汽车和克莱斯勒（美国产轿车品牌名）是为了表明____。
A. sponsors in 1960s did not like to sponsor shows that feature African American stars A. 20世纪60年代的赞助商不喜欢赞助以非裔美国明星为主角的节目
B. sponsors gradually changed their attitude to shows starring African American B. 赞助商逐渐改变了他们对非裔美国人主演的节目的态度
C. shows featuring African Americans met with unprecedented approval C. 非裔美国人的节目得到了前所未有的认可
D. popular Western TV shows tried hard to feature African American stars D. 受欢迎的西方电视节目极力邀请非裔美国明星
【考查点】推理判断题
【解题思路】根据题干关键词General Motor and Chrysler定位到原文第三段。本题要求选择作者提到两个汽车品牌的目的，应该从文章的行文逻辑的角度思考。第三段第一、二句提到“然而，进展仍然缓慢。非裔美国人表演的节目（Shows featuring African American performers）很难吸引到赞助商（difficult to attract sponsors）。”随后在第三句提到“通用汽车(General Motors)威胁说取消赞助（withdraw its sponsorship）”“有非裔美国人客串”的电视剧；第五句提到Chrysler公开抱怨（complained openly）他所赞助的节目中主持人和非裔嘉宾举止过于亲密，认为这不合适（did not approve）。从整段的写作逻辑来看，提到两个汽车品牌，主要是为了论证本段开头提到的观点，即A选项“20世纪60年代的赞助商不喜欢赞助以非裔美国明星为主角的节目”符合要求。
【干扰项排除】
B选项“赞助商逐渐改变了他们对非裔美国人主演的节目的态度”，只符合通用汽车，原文没有提到克莱斯勒态度的转变，该选项属于以偏概全；
C选项“非裔美国人的节目得到了前所未有的认可”，定位到第三段最后一句，该句提到“然而，在十年结束时，几部由非裔美国人主演的电视剧却获得了前所未有的认可”，但这与题干提到的两个例子无关，该选项属于出处错位；
D选项“受欢迎的西方电视节目极力邀请非裔美国明星”，与原文内容相反，该选项属于反向干扰。
第4题:
【选项释义】
African Americans were excluded from mainstream advertising because ____. 非裔美国人被排除在主流广告之外，因为____。
A. Human Rights commissions monitored commercials from forty agencies A. 人权委员会监测了来自40个机构的广告
B. Equal Employment Opportunity Commission (EEOC) investigated the number of minority group members in advertisements B. 平等就业机会委员会调查了广告中少数族裔成员的数量
C. only a few mass market advertisers had mounted specialized campaigns aimed at African Americans C. 只有少数大众市场广告商针对非裔美国人进行了专门的广告宣传
D. advertisers substituted white models and ran the ads in nonwhite-oriented media D. 广告商替换了白人模特，在非白人媒体上投放广告
【考查点】推理判断题
【解题思路】根据题干关键词African Americans were excluded from mainstream advertising定位到原文第四段。本题要求选择的是非裔美国人被排除在主流媒体之外的原因。第四段第一句提到“非裔美国人被排除在主流广告之外的程度已经被广泛记录下来（extensively documented）。”由此可知，第四段的主要内容为非裔美国人被排除在主流广告之外的记录。第五段第一句提到“在这个时代之前（prior to this era），只有少数的大众市场广告商（Only a few mass market advertisers）专门针对非裔美国人进行广告宣传（had mounted specialized campaigns aimed at African Americans）。”因此，针对白人的主流媒体广告中可以不出现非裔美国人，C选项“只有少数大众市场广告商针对非裔美国人进行了专门的广告宣传”符合“非裔美国人被排除在主流媒体之外的原因”。
【干扰项排除】
A选项“人权委员会监测了来自40个机构的广告”，定位到第四段第三句，该句提到“纽约市人权委员会从1966年到1967年对40个机构的广告进行了为期一年的监测”，第四段最后一句提到“所有这些都有助于（contributes to）出现在主流广告中的非裔美国人数量的大幅增长（growth）。”由此可知，该选项并不是非裔美国人被排除在主流媒体之外的原因，反而是人数增长的原因，该选项属于反向干扰；
B选项“平等就业机会委员会调查了广告中少数族裔成员的数量”，定位到第四段第四句，该句提到“1968年，联邦平等就业机会委员会举行听证会，调查广告中少数民族群体成员的数量”，后一句提到“所有这些都有助于（contributes to）出现在主流广告中的非裔美国人数量的大幅增长（growth）。”由此可知，该选项并不是非裔美国人被排除在主流媒体之外的原因，反而是人数增长的原因，该选项属于反向干扰；
D选项“广告商替换了白人模特，在非白人媒体上投放广告”，定位到第五段第二句，该句提到“广告主单独采用了白人媒体的广告，他们用非白人模特代替（substituting nonwhite models），在面向非裔美国人的媒体（in African American-oriented media）如……上投放广告（running the ads）。”首先，substitute的用法存在歧义，在没有上下文的情况下，substitute sth中的sth既有可能是被替代的东西，也可能是用来替代的东西。其次，只说因为广告商会在面向非裔美国人的杂志上投放广告，并不能很好的解释为什么“非裔美国人被排除在主流媒体之外”。综上所述，该选项没有C选项合适，属于曲解原文。
第5题:
【选项释义】
Which is the best title for this passage? 这篇文章的最佳标题是什么？
A. African Americans Played a Role in Advertising. A. 非裔美国人在广告中扮演了重要角色。
B. Advertising Demands Reform. B. 广告需要改革。
C. Advertising Needs Minority Groups’ Involvement. C. 广告需要少数族裔群体的参与。
D. Minority Groups Demand a Piece of Pie. D. 少数族裔群体也想分一杯羹。
【考查点】主旨大意题
【解题思路】梳理文章行为结构，提炼复现词：
第一段第一句引出话题，“在广告业中（in the advertising industry），种族成见（Ethnic stereotypes）根深蒂固”；
第二段主要内容为本段第二句提到的“非裔美国人（African Americans）要求减少广告中的刻板印象（demanded less stereotyped ad images of themselves）”。第五句提到“这种包含更多多样性（more diversity）的愿望（即第四句中提到的‘广告中出现不同种族的成员’（pictured members of a variety of ethnic groups））最终扩展到了全国范围的广告”；
第三段第一句转折，提到“然而，进展（指的是在全国的广告中都包含更多多样性）仍然缓慢（slow）。”并且，在第三段给出了进展缓慢的原因“非裔美国人表演的节目很难吸引到赞助商”；
第四段主要介绍本段第一句提到的“非裔美国人（African Americans）被排除在（were excluded）主流广告之外”；
第五段主要介绍本段第一句提到的“只有少数的大众市场广告商（a few mass market advertisers）专门针对非裔美国人进行广告宣传”；
第六段主要介绍本段第一句提到的“对于一些个人护理产品来说，制作针对非白人的广告（nonwhite advertising）更有意义（it made more sense）”；
第七段主要介绍本段第一句提到的“最引人注目的改革（reform）涉及广告中所描绘的非裔美国人的‘角色’（involved the ‘role’ of African American）。”
复现词：advertising；Minority Groups (African Americans; Asian Americans, and Native Americans)或Ethnic
综上所述，本文以美国的广告为介绍对象，主要讲广告中存在根深蒂固的种族偏见，以非裔美国人为代表的少数族裔要求改革广告中的种族偏见，包括广告中需要增加更多不同种族的人，以提高多样性、制作针对少数族裔的广告、以及改革广告中少数族裔的‘角色’。因此，B选项“广告需要改革”概括性最强。
【干扰项排除】
A选项“非裔美国人在广告中扮演了重要角色”，只提到了一点，该选项属于以偏概全；
C选项“广告需要少数族裔群体的参与”，只提到了一点，该选项属于以偏概全；
D选项“少数族裔群体也想分一杯羹（a piece of pie）”，原文讲的不是利益分配的问题，而是针对美国广告中存在种族偏见这种现象，该选项属于曲解原文。
