YBM (신)
독해와 작문 5과 기출모음 (제1탄)
1. 다음 글의 내용을 한 문장으로 요약하고자 한다. 빈칸 (A)와 (B)에 들어갈 말로 가장 적절한 것은? 1) An advertisement with an understanding of the way the other culture communicates carries the message more effectively to the potential customer than would an unexamined campaign. For example, communication styles can be obvious or hidden. An obvious communicator assumes that the listener is unaware of background information or related issues, and therefore provides them in the advertisement. This is true in countries such as the United States, the United Kingdom, and Germany. An advertisement in these countries describes the product and explains why it is better than the competition. On the other hand, a hidden and more subtle communicator assumes that the listener is informed on the subject and that the consumer will know the meaning from implication. For this reason, rather than describe or explain the products, a TV commercial in Korea will put the product in a social setting, such as a party, and show how good it makes people feel. Its goal will be to create a positive mood or feeling about the product.
⇩
When we advertise some products, the advertiser prefers to provide the spcific ___(A)___ of the products in USA, UK, and Germany whereas creating ___(B)___ can be effective in Korea.
① information good feeling
② background meaning
③ naming positive mood
④ merit competitive spirit
⑤ weakness social feeling
2. 다음 빈 칸에 들어갈 말로 가장 적절한 것은?[5과]2)
A European drug company launched a visual marketing campaign to sell a headache tablet in the Middle East. It used three photos. The one on the left showed a man looking unhappy, enduring a miserable headache; the one in the middle showed the man taking a pill; the one on the right showed the man looking happy.
The message seems obvious: Do you have a miserable headache? Then take our pill and you will be happy. However, the sales of this pill were far from satisfactory. The mistake? Unlike speakers of European languages, Arabic speakers read messages (including photos) from right to left, so they read the message like this: If you're happy, take our pill and you will have a miserable headache. The mistake in this campaign was that _____________________________.
3. 다음 밑줄 친 부분 중, 문맥상 낱말의 쓰임이 적절하지 않은 것은?[5과]3)
Beyond its meaning, language must be thoroughly analyzed to ①be accepted in other cultures. For instance, American culture emphasizes individualism and independence, whereas Japanese culture emphasizes ②disrespect for social norms. Therefore, when a U.S. computer games company introduced its slogan "Challenge Everything" to the Japanese market, it ③embarrassed the Japanese who value conforming to the rules. To ④avoid this kind of embarrassment, it is necessary that the language in any advertising campaign that is used in another culture be
① implement ② implantion
③ imperials ④ impacts
⑤ implications examined ⑤carefully.
4. 다음 빈칸에 들어갈 말로 가장 적절한 것은?[5과]4)
When going international, the first thing an advertising agency should consider is the differences in language. It would seem obvious that language is the key to effective advertising in other cultures, but in fact, many companies fail to check linguistic of product names and slogans. For example, when Traficante, an Italian mineral water company, launched a promotional campaign in Spain for its product, also called Traficante, it was sure to fail because in Spanish, Traficante means a "drug dealer."
5. (A), (B), (C)의 각 밑줄 친 부분에서 문맥에 맞는 낱말로 가장 적절한 것은?5)(교과서 5과)
When going international, the first thing an advertising agency should consider is the differences in language. It would seem obvious that language is the key to effective advertising in other cultures, but in fact, many companies fail to check linguistic (A)[implications/complications] of product names and slogans. For example, when Traficante, an Italian mineral water company, launched a promotional campaign in Spain for its product, also called Traficante, it was sure to fail because in Spanish, traficante means a “drug dealer.” Beyond its meaning, language must be thoroughly (B)[associated/analyzed] to be accepted in other cultures. For instance, American culture emphasizes individualism and independence, whereas Japanese culture emphasizes respect for social norms. Therefore, when a U.S. computer games company introduced its slogan “Challenge Everything”to the Japanese market, it embarrassed the Japanese who value (C)[confirming/conforming] to the rules. To avoid this kind of embarrassment, it is necessary that the language in any advertising campaign that is used in another culture be examined carefully.
(A) (B) (C)
① implications associated confirming
② implications analyzed confirming
③ implications analyzed conforming
④ complications associated conforming
⑤ complications analyzed confirming
v [6~7] 다음 글을 읽고 물음에 답하시오.(교과서 5과)
Another thing advertisers should take into account is that communication styles may differ across cultures. An advertisement with an understanding of the way the other culture communicates carries the message more effectively to the potential customer than would an ①examined campaign. For example, communication styles can be obvious or hidden. An obvious communicator assumes that the listener is ②unaware of background information or related issues, and therefore provides them in the advertisement. This is true in countries such as the United States, the United Kingdom, and Germany. An advertisement in these countries ③describes the product and
explains why it is better than the competition. (A) , a hidden and more subtle communicator assumes that the listener is ④informed on the subject and that the consumer will know the meaning from implication. For this reason, rather than describe or explain the products, a TV commercial in Korea will put the product in a social setting, such as a party, and show how good it makes people feel. Its goal will be to create a positive ⑤mood or feeling about the product.
(B) movie stars and celebrities often appear in Korean advertisements to create these kinds of moods.
6. 위 글의 밑줄 친 부분 중, 문맥상 낱말의 쓰임이 적절하지 않은 것은?6)
7. 위 글의 빈칸 (A), (B)에 들어갈 말로 가장 적절한 것은?7)
(A) (B)
① Likewise Thus
② Likewise However
③ In contrast In addition
④ On the other hand Similarly
⑤ On the other hand As a result,
[8~9] 읽고 물음에 답하시오. (5과)
Beyond its meaning, language must be thoroughly analyzed to be accepted in other cultures. For instance, American culture emphasizes individualism and independence, whereas Japanese culture emphasizes respect for social norms. Therefore, when a U.S. computer games company introduced its slogan "Challenge Everything" to the Japanese market, it embarrassed the Japanese who value conforming to the rules. To avoid this kind of embarrassment, it is necessary that the language in any advertising campaign that is used in another culture be examined carefully.
Another thing advertisers should take into account is that communication styles may differ across cultures. An advertisement with an understanding of the way the other culture communicates carries the message more effectively to the potential customer than would an unexamined campaign. For example, communication styles can be obvious or hidden. An obvious communicator assumes that the listener is unaware of background information or related issues, and therefore provides them in the advertisement.
This is true in countries such as the United States, the United Kingdom, and Germany. An advertisement in these countries describes the product and explains why it is better than the competition.
On the other hand, a hidden and more subtle communicator assumes that the listener is informed on the subject and that the consumer will know the meaning from implication. For this reason, rather than describe or explain the products, a TV commercial in Korea will put the product in a social setting, such as a party, and show how good it makes people feel. Its goal will be to create a positive mood or feeling about the product. As a result, movie stars and celebrities often appear in Korean advertisements to create these kinds of moods.
The difference in the symbolic meanings of colors is another element to take into consideration for effective international advertising. For example, there are lucky colors, such as red in China, and unlucky colors, such as black in Japan. Green is considered special in most Islamic nations in the Middle East
because they expect paradise to be full of greenery. In Malaysia, another Islamic nation, however, green symbolizes death and disease. Therefore, an advertiser had better think twice before deciding on the color green to sell a "green," or environmentally friendly product in Malaysia.
8. 글의 내용과 일치하지 않는 것은?8)
① 개성과 독립성을 강조한다.
② 영국, 미국, 독일에서는 광고를 통해 상품에 대한 정보를 얻을 수 없다.
③ 한국에서는 간접적인 방법으로 제품을 광고한다.
④ 대부분의 중동 이슬람 국가에서 초록색은 낙원을 의미한다.
⑤ 말레이시아에서 초록색은 부정적 의미를 갖는다.
9. 위 글의 제목으로 가장 적절한 것은?9)
① The Cultural Differences among Western Countries
② The Various Ways to Advertise Products
③ How to Advertise in Islamic Nations
④ Some Tips for Useful International Advertising
⑤ The Importance of Color in Advertising
[10~13] 다음을 읽고 물음에 답하시오.(5과)
A European drug company launched a visual marketing campaign to sell a headache tablet in the Middle East. It used three photos. The one on the left showed a man looking unhappy, enduring a miserable headache; the one in the middle showed the man taking a pill; the one on the right showed the man looking happy. The message seems obvious: Do you have a miserable headache? Then take our pill and you will be happy.
However, the sales of this pill were far from satisfactory. The mistake? ①Unlike speakers of European languages, Arabic speakers read messages (including photos) from ( A ) to ( B ) , so they read the message like this: If you're happy, take our pill and you will have a miserable headache. The mistake in this campaign was that the advertiser (가) .
Products and services are usually designed for and marketed to a domestic audience. When a product is marketed to an international audience, however, in most cases an advertising campaign that is effective with a ②domestic audience will not be as effective in another country. The campaign may carry different values and ideas to a ③different audience. Thus, an understanding of the local culture is critical to any advertising campaign that goes out to consumers in another culture.
When going international, the first thing an advertising agency should consider is the differences in language. It would seem ④obvious that language is the key to effective advertising in other cultures, but in fact, many companies fail to check linguistic implications of product names and slogans. For example, when Traficante, an Italian mineral water company, launched a promotional campaign in Spain for its product, also called Traficante, it was sure to ⑤be successful because in Spanish, Traficante means a
"drug dealer."
10. 위 글의 밑줄 친 ① ~ ⑤중, 문맥상 그 쓰임이 어색한 하나는?10)
① ② ③ ④ ⑤
11. 글의 빈칸에 가장 알맞은 것은?11)
① did not know the Arabic language
② failed to know the effect of the pill
③ failed to understand the Arabic culture
④ didn’t know how to take the medicine
⑤ failed to understand the culture of the target audience
12. 위 글의 요지로 가장 적절한 것은?12)
① 광고할 때는 아랍어에 정통해야 한다.
② 이탈리아 생수는 스페인에서 잘 팔리지 않았다.
③ 외국인 대상 광고는 효과가 적다.
④ 외국 소비자 대상 광고는 문화적 차이 (특히 언어)를 고려해야 한다.
⑤ 동일한 광고는 다른 문화권일지라도 동일한 효과를 가져 온다.
13. 위 글의 (A)와 (B)에 알맞은 단어를 순서대로 쓰시오.13)
독해와 작문 5과 기출모음 (제1탄)
1) ① 2) 2 3) 2 4) 5 5) ③ 6) ① 7) ⑤ 8) ② 9) ④ 10) ⑤ 11) ⑤ 12) ④
13) (A) right (B) left
