改错练习

Cable TV has experienced tremendous growth as an advertising medium because it has some important advantages. A primary one is selectivity. Cable subscribers tend to be younger, more fluent, and better educated than nonsubscribers and have greater purchasing power.(1)____ Moreover, the specialized programming on the various cable networks reaches very general target markets.(2)____ Many advertisers have turned to cable because of the opportunities it offers to narrowcasting, or reaching very specialized markets.(3)____ For example, MTV is used by advertisers in the United States and many other countries to reach teenagers and young adults. CNBC is now the worldwide leader in business news and reaches a highly educated and rich audience. ESPN has become synonymous as sports and is very popular among advertisers who want to target men of all ages.(4)____

Advertisers are also interested in cable because of its low cost and flexibility. Advertising rates on cable programs are much lower than that for the shows on the major networks.(5)____ Advertising time on network shows can cost two to three times as much on a cost-per-thousand basis of in some time periods.(6)____ 25 Spot advertising is also considerately cheaper on most cable stations, while local cable is most affordable television advertising vehicle available.(7)____(8)____ This makes TV a much more unviable media option for smaller advertisers with limited budgets and those interested in targeting their commercials to a well-refined target audience.(9)____(10)____ Also, cable advertisers generally do not have to make the large up-front commitments, which may be as much as a year in advance, the networks require.

答案解析

文章大意
本文讨论的是有线电视广告的优势。作为一种广告媒介，有线电视获得了长足的发展。本文列举了有线电视具有哪些具体的优势。首先，有线电视的用户群体特征明确：年轻、富有且教育程度较高；其次，有线电视广告的市场针对性强，不同栏目的观众特征不同；最后，有线电视成本低、灵活性强。
答案详解
1．fluent→affluent词汇错误。此题考查的是形近词辨析。fluent意思为“流畅的”，affluent意为“富裕的”，此处应该和younger，better educated构成并列的比较级，同样是修饰人，故改为affluent。
2．genera→specific语篇错误。general意思为“总体的，大概的”，specific意思为“具体的，明确的”。此处专门的节目应该是有其“具体明确的”目标市场，而不是“大概的”目标市场，应该要改为specific，与之前的specialized对应。
3．to→for词汇错误。此处考查的是名词opportunity的用法。have an opportunity to do sth.或have an opportunity for doing sth的意思均为“有做……的机会”，此处后面紧跟的是动名词narrowcasting和reaching，根据搭配规律，前面应该用介词for，不用不定式to do，故改为for。
4．as→with词汇错误。此处考查的是形容词synonymous的用法。be synonymous with是固定搭配，意为“与……是同义词”。本句的意思是：“ESPN已经成为了体育的同义词，对于把所有年龄阶段的男人视作目标的广告商来说，ESPN特别受其欢迎。”
5．that→those语法错误。此处指代的是上文的Advertising rates，所以要用复数形式those。
6．of→of词汇错误。on the basis of=on a_ basis，意为“基于……”，其中on the basis of后面接名词或代词。此处in some time period是介词短语作时间状语，表示“在某些时段内”，不与前面的basis构成搭配，所以此处并不是on the basis of的句型，要将of删掉。
7．considerately→considerably词汇错误。此处考查的是形近词的辨析。considerately是副词，意为“体贴地，考虑周到地”，副词considerably意为”相当多地，相当大地”。此处considerably cheaper表示“便宜很多”，符合文意。
8．∧most→the语法错误。此处考查形容词最高级的用法。形容词最高级前面要加定冠词the。
9．unviable→viable语篇错误。viable是形容词，意为“可行的”。上文提到有线电视广告成本低、灵活性强，故可推断对于那些预算有限的小广告商来说，有线电视广告是个非常可行的媒体选择。如用unviable则语义矛盾，所以要将unviable改为viable。
10．well-refined→well-defined词汇错误。此处考查的是形近词的比较。well-refined意思为“精炼良好的”，well-defined意思为“明确的”。此处含义为把他们的商业目标设定在“明确的观众群体”上，而不是“精炼良好的观众群体”，所以应该改为well-defined。这句话的意思是：对于那些预算有限的小广告商和希望将商业广告定位在确的观众群体上的广告商来说，（有线）电视成为他们更可行的选择。