2023年1月上海市春季高考英語仿真試卷（一）原卷版

2023年1月全國普通高等學校招生統(tǒng)一考試

上海春考英語防真模擬試卷（一）

I.ListeningComprehensionSectionA（第1-10題，每題1分；第11-20題,每題1.5分；共25分）

SectionA

Directions:InSectionA,youwillheartenshortconversationsbetweentwospeakers.Attheendofeach

conversation,aquestionwillbeaskedaboutwhatwassaid.Theconversationsandthequestionswillbespoken

onlyonce.Afteryouhearaconversationandthequestionaboutit,readthefourpossibleanswersonyourpaper;

anddecidewhichoneisthebestanswertothequestionyouhaveheard.

1.A.Ataconcert.B.Atarestaurant.C.Atanartmuseum.D.Ataflowershop

2.AHeroldclassmate.B.Herhusband.C.Herprivatedoctor.D.Herson*steacher

3.ASI0.B.$8C.S18.D.$12

4.A.BrotherandsisterB.Doctorandpatient

C.TeacherandstudentD.Interviewerandinterviewee

5.ASheisafraidofgetting血B.Shcenjoysice-cream

C.SheismuchtoothinD.Shedoesn*tcareforice-cream

6.A.ApairoftrousersB.Asuit.C.Acoat.D.Ablouse

7.A.Thewomanshouldhavecomplainedtoherneighbor

B.Thewomanshouldstayoutuntiltheneighborsarequiet

CThewomanshouldhavestayedatthelibrary.

D.Thelabwillbeabetterplace.

8.A.Themancouldn'twaittoseeSusan.

B.Susaniseagertopasstheinformationsheknows

C.Susantalkstopeopleonlyonthephone

D.Themanalwaysknowsthelatestnewsintown

9.A.Shedoesn'tminditastheroadconditionsaregood.

B.Sheistiredofdrivinginheavytraffic.

C.Sheisunhappytohavetodrivesuchalongwayeveryday

D.Sheenjoysitbecauseshe'sgoodatdriving.

10.A.Itwashardtogetridofthesalesman

B.Theproductsthatthesalesmanwassellingwerenotgood.

C.Thesalesmankeptmakingstopsontheway

D.Itwasawasteoftimetotalkabouttheproducts.

SectionB

Directions:InSectionB.youwillheartwoshortpassagesseveralandonelongerconversation,andyouwillbe

askedseveralquestionsoneachofthem.Thepassagesandtheconversationwillbereadtwice,butthequestions

willbespokenonlyonce.Whenyouhearaquestion,readthefourpossibleanswersonyourpaperanddecide

whichoneisthebestanswertothequestionyouhaveheard.

Questions11through13arebasedonthefollowingpassage.

11.A.Tointroducethetouristsite.B.Toinformtherulesoftourists.

C.Toattractmoretourists.D.Towelcomethetourists.

12.A.Warmclothesandsomebelts.B.Warmclothesandsunglasses.

C.Sunglassesandfireworks.D.Sunglassesandclimbingsticks.

13.A.14kilometers.B.4.8kilometers.

C.4.2kilometers.D.4.9kilometers.

Questions14through16arebasedonthefollowingpassage

14.A.Uselibraryfacilities.B.Libraryregulations.

C.Librarypersonnel.D.Locationofthelibrary.

15.A.Bookpublishers.B.Librarians.

C.Returningfacultymembers.D.Newuniversitystudents.

16.A.1,000,000volumes（卷，冊）.B.Over1,00,000volumes.

C.1,000volumes.D.Over110,000volumes.

Questions17through20arebasedonthefollowingconversation.

17.A.Thepossibleexistenceoflifeonotherplanets.

B.Methodsforbuildingpowerfulnewtelescopes.

C.Atechnicalproblemthatastronomerscan'tsolve

D.Thediscoveryofplanetsorbitingdistantstars.

18.A.Theystudiedvariationsintheappearanceoftheparentstars.

B.Theywereabletoseetheplanetswithatelescope.

C.TheycomparedtheparentstarstotheSun.

D.Theysentastronautsonamissionintospace

19.A.Theirsurfacefeatures.B.Theirchemicalcomposition.

C.Theirtemperature.D.Theirage.

20.A.Allthestarsareorbitedbytheirownplanets.

B.Wecurrentlyhaveatelescopethatcanbeusedtoseeotherplanets

C.Byaverydirectmethod,theastronomersmeasuredsubtledistortions.

D.Byaveryindirectmethod,theastronomersmeasuredsubtledistortions.

ILGrammarandVocabulary(每題1分；共20分)

SectionA

Directions:Afterreadingthepassagebelow,fillintheblankstomakethepassagecoherentandgrammatically

correct.Fortheblankswithagivenword,fillineachblankwiththeproperformofthegivenword;fartheother

blanks,useonewordthatbestfitseachblank.

VideoGamesFosterCreativity?

Videogamesthatfostercreativefreedomcanincreasecreativityundercertainconditions,accordingtonew

researchfromIowaStateUniversity.TheexperimentalstudycomparedtheeffectfplayingMine-craft,withor

withoutinstruction,towatchingaTVshoworplayingaracevideogame.Those21(give)thefreedomto

playMine-craftwithoutinstructionweremostcreative.

“It'snotjustthatMine-craftcanhelpinducecreativity.Thereseemstobesomethingaboutchoosingtodoit

thatalsomatters,saidDouglasGentile,aprofessorofpsychology.

22youarenotfamiliarwiththegame,GentilesaysMine-craftislikeavirtualLegoworld.Thegame,

whichhassoldmorethan100millioncopies,allowsplayerstoexploreuniqueworldsandcreateanythingtheycan

imagine.StudyparticipantsrandomlyassignedtoplayMine-craftweresplitintotwogroups.Theonereceiving

instructionwastoldtoplayascreativelyaspossible.

After40minutesofplayorwatchingTV,the352participantscompletedseveralcreativitytasks.____23

(measure)creativeproduction,theywereaskedtodrawacreaturefromaworldmuchdifferentthanEarth.More

humanlikecreaturescoredlowforcreativityandthoselesshuman-likescoredhigh.Surprisingly,thoseinstructed

tobecreativewhileplayingMine-craftwerethe24(creative).

Gentilesaysthere'snoclearexplanationforthisfinding.InthepaperpublishedbyCreativityResearchJournal,

he,JorgeBlanco-Herrera,leadauthorandformermaster'sstudentinpsychology:andJeffreyRokkum,formerPh.

D.studentinpsychology,outlinedpossiblereasonswhytheinstructedMine-craftgroupscoredlower.

Blanco-Herrerasaystheinstructionsmayhavechangedsubjects9motivationforplay.

“____25____(tell)tobecreativemayhaveactuallylimitedtheiroptionswhileplaying,resultinginaless

creativeexperience,Blanco-Herrerasaid."It'salsopossibletheyusedalltheir'creativejuices9whileplayingand

had____26____leftwhenitcametimetocompletethetest.^^

Videogamescanhavebothharmfulandbeneficialeffects.Gentile'spreviousresearchhasshowntheamount,

contentandcontextandvideogames____27____(influence)whatplayerslearnthroughrepeatedexperiences.

____28____muchofGentile'sresearchhasfocusedonaggressionorpro-socialbehavior,hesaysthesameappears

tobetrueforcreativity.

Mostvideogamesencourageplayerstopracticesomelevelofcreativity.Forexample,playersmaycreatea

characterandstoryforrole-playinggamesorberewardedforcreativestrategiesincompetitivegames.The

researcherssayevenfirst-personshootergames____29____potentiallyinspirecreativityasplayersthinkabout

strategyandlookforadvantagesincombat.

“Theresearchisstartingtotellamoreinteresting,nuancedpicture.Ourresultsaresimilartoothergaming

research____30____________yougetbetteratwhatyoupractice,buthowyoupracticemightmatterjustas

much,“Gentilesaid.

SectionB

Directions:Fillineachblankwithaproperwordchosenfromthebox.Eachwordcanheusedonlyonce.Note

thatthereisonewordmorethanyouneed.

A.spareB.respectableC.exhaustD.accidentalE.designedF.critics

G.advocatesH.mineI.commerciallyJ.relievingK.theoretically

Majorcompaniesarealreadyinpursuitofcommercialapplicationsofthenewbiology.Theydreamofplacing

enzymes(酶)intheautomobiletomonitor___31____andsenddataonpollutiontoamicroprocessorthatwillthen

adjusttheengine.TheyspeakofwhatTheNewYorkTimescalls"Metal-hungrymicrobes(微生物)thatmightbe

usedto____32____valuabletracemetalsfromoceanwater.^^Theyhavealreadydemandedandwontherightto

patentnewlifeforms.

Nervous____33____,includingmanyscientists,worrythatthereiscorporate,national,international,and

inter-scientificcompetitionintheentirebiotechnologicalfield.Theycreateimagesnotofoilspills,butof"microbe

spills“thatcouldspreaddiseaseanddestroyentirepopulations.Thecreationand____34____releaseofextremely

poisonousmicrobes,however,isonlyonecauseforalarm.Completelyrationaland____35____scientistsare

talkingaboutpossibilitiesthatstagger（動搖）theimagination.

Shouldwebreedpeoplewithcow-likestomachssotheycandigestgrassandhay,thereby36____thefood

problembymodifyingustoeatlowerdownonthefoodchain?Shouldwebiologicallyalterworkerstofitthejob

requirement,forexample,creatingpilotswithfasterreactiontimeorassembly-lineworkers37todoour

monotonousworkforus?Shouldweusegeneticforecastingtopre-eliminate“unfit”babies?Shouldwegrow

reserveorgansforourselves,eachofushaving,asitwere,a"savingsbank“fullof____38kidneys,liversor

hands?

Wildasthesenotionsmaysound,everyonehasits39（andopposers）inthescientificcommunityas

wellasitsstrikingcommercialapplication.Astwocriticsofgeneticengineering,JeremyRifkinandTedHoward,

stateintheirbookWhoShouldPlayGod?”BroadscalegeneticengineeringwillprobablybeintroducedtoAmerica

muchthesamewayasassemblylines,automobiles,vaccines,computersandalltheothertechnologies.Aseachnew

geneticadvancebecomes40practical,anewconsumerneedwillbeexploitedandamarketforthenew

technologywillbecreated.^^

III.ReadingComprehension（41一55題，每題1分；56-70題，每題2分；共45分）

SectionA

Directions:ForeachblankinthefollowingpassagetherearefourwordsorphrasesmarkedA,B,CandD.Fillin

eachblankwiththewordorphrasethatbestfitsthecontext.

Deliberationisnotalwaysthebestoption

Humanshavedevelopedovermillionsofyearsofevolutiontorespondtocertainsituationswithoutthinking

toohard.Ifyourancestors41movementintheundergrowth,theywouldrunfirstandaskquestionslater.At

thesametime,the___42___toanalyseandtoplanispartofwhatdistinguishespeoplefromotheranimals.

Thequestionofwhentotrustyourgut（直覺）andwhentotestyour___43___-whethertothinkfastorslow,in

thelanguageofDanielKahneman,apsychologist_44intheofficeasmuchasitdoesinthesavannah（大草

原）.

Deliberativethinkingisthefeatureofawell-managedworkplace.Strategicchangesandbudgetdiscussionsare

builtonroundsofmeetings,memos,formulasandpresentations.Processesareincreasinglydesignedto__45_

instinctiveresponses.Fromblindscreeningofjobapplicantstousing“red-teaming”techniquestopickaparta

firm'splans,precision___46___instinct.

Yetinstinctalsohasitsplace.Somedecisionsaremoreconnectedtoemotionalresponsesandinherently（固有

的）less__47___toanalysis.Doesamarketingcampaigncapturethe___48___ofyourcompany,say,orwould

thispersonworkwellwithotherpeopleinateam?In___49___customer-servicesituations,intuitionisoftena

betterguidetohowtobehavethanascript.

Gutinstinctscanalsobe____50____.Plentyofresearchhasshownthatintuitionbecomesmoreunfailingwith

experience.Inonewell-knownexperiment,conductedin2012,volunteerswereaskedto____51whethera

selectionofdesignerhandbagswerefakeorreal.Somewereinstructedtooperateoninstinctandotherstodeliberate

overtheirdecision.Intuitionworkedbetterforthosewhoownedatleastthreedesignerhandbags;indeed,it

52analysis.Themoreexpertyoubecome,thebetteryourinstinctstendtobe.

53,therealreasontoembracefastthinkingisthatitis,well,fast.Instinctivedecision-makingisoften

theonlywaytogetthroughtheday.ResearchersatCornellUniversityonceestimatedthatpeoplemakeover200

decisionsadayaboutfoodalone.Theworkplaceis54butasuccessionofchoices,afewbigandmany

small:whatto35,whentointervene,whomtoavoidintheliftsand,now,wheretoworkeachday.

41.A.uncoveredB.spottedC.blockedD.encountered

42.A.capacityB.motiveC.reluctanceD.urge

43.A.consultationB.anticipationC.assumptionsD.reaction

44.A.integratesB.mattersC.worksD.abuses

45.A.bringoutB.pickoutC.makeoutD.stampout

46.A.equalsB.comprisesC.beatsD.boosts

47.A.manageableB.adaptableC.familiarD.sensitive

48.A.attentionB.opportunityC.statusD.essence

49.A.roughB.toughC.nervousD.neutral

50.A.improvedB.copiedC.transferredD.weakened

51.A.ensureB.extinguishC.clarifyD.assess

52.A.undertookB.outperformedC.facilitatedD.paralleled

53.A.LikewiseB.HoweverC.ConsequentlyD.Moreover

54.A.anythingB.somethingC.nothingD.everything

55.A.cooperateB.prioritizeC.convinceD.strive

SectionB

Directions:Readthefollowingthreepassages.Eachpassageisfollowedbyseveralquestionsorunfinished

statements.ForeachofthemtherearefourchoicesmarkedA,B,CandD.Choosetheonethatfitsbestaccording

tothemformationgiveninthepassageyouhavejustread.

(A)

Ihadalwaysbeenoneofthosequietboyswhopreferreddreamstotherealworld.Iwas,inaddition,absurdly

shy,andthereforeoftenmistakenforafool,whichupsetmedeeply.Fornothingterrifiedmemorethantheprospect

ofcorrectingafalseimpression.ThoughIwasoftenblamedbymistakesmadebymyclassmates,Ineverdaretosay

awordinself-defense.Iwouldsimplygohometohideinacomerandcry.Mygreatestpleasurewastositalone,

reading,andletmythoughtsdriftawayinthestories.

Mydaydreamswereinsharpcontrasttoreallife;theywerefullofadventuresandheroicdeeds.Theyleft

marksonme.Therewas,forinstance,abookaboutthehistoryoftheRomanEmpire,inwhichanambassador,

whilenegotiatingatreaty,wastoldthathewastoacceptthetermsoffered,onpainofdeath:hisresponsewasto

plungehisarmintoafireandcontinuewithhisdeliberations,inabsolutecalm.Inspiredbyhiscourage,Iproceeded

totestmyownpowersofresiliencebyplungingmyownhandintothefire,onlytoburnmyfingersbadly.Icanstill

seethatambassador,smilingcalmlythroughhispain.Fatherhatedmyreadingallthetime,andsometimeshethrew

awaymybooks.Somenightsherefusedtoletmeturnonthelightinmybedroom.ButIcouldalwaysfindaway,

andafterhecaughtmereadingbythelightofastring-wicklamp,hegaveupandleftmetoit.

TherewasatimewhenItriedmyhandatwriting;indeed,Ievenmadeafewlittlepoems,butIquickly

abandonedmyefforts.NomatterwhatIhadbottledupinsideme,Iwasextremelyanxiousaboutlettingitout,and

somyadventuresinwritingended.Idid,however,carryonpainting.Therewas,Ithought,noriskofrevealing

anythingpersonal.Ijusttooksomethingfromtheoutsideworldandbroughtittolifeonpaper.SometimesIdidhide

somepersonalexpressioninit,butImadesurethatitwasvisibleenoughtobeseenandtrivialenoughtobeignored.

ThefirsttimeIshowedmypaintingtomyfather,hewascaughtinsilencefbrawhileandthenhebreatheddeeply,

andsaid:"Mysonfinallymadesomething."ThenhereIam,asateacherattheAcademyofFineArts,wondering

howeverythinghappened,frommydaydreamstopainting.

56.Thesentence“Theyleftmarksonme.”(inparagraph2)means.

A.daydreamsdidnothingbuthurtthewriterbadly

B.daydreamsinfluencedthewriter'sbehaviorinreallife

C.thewriterhadlastingmemoryofthebooksheread

D.thewritercouldn'tdistinguishbooksformreality

57.Thewritergaveupwritingbecause.

A.itwasnotasinterestingasreading

B.hewastooshytorevealhisinnerworld

C.hecouldn'twritegoodworks

D.hisfatherdidn'tlikehimwriting

58.Throughoutthepassagewhatcanwelearnaboutthewriter'sfather?

A.Hewasimpressedwithhisson'spainting

B.Hedidn'tlikethepersonalityofhisson.

C.Hewastouchedbyhisson'spersistenceinreading.

D.Hehadahighexpectationofhissoninwriting.

59.Thepassageismainlyabout.

A.thepowerofreadingB.thewriter'sadventurousdaydreams

C.reflectiononthestartofacareerD.theeffortsmadetobepainter

(B)

"Essentialoilscanhaveamajorimpactonyourmoodandhealth.Whenyouapplyanoiltoyourskin,itaffects

yourphysicalstate.Whenyouinhalethem,itaffectsyourmentalstate/5saysthe“grandedame“ofaromatherapy

JeanneRose,authorofTheAromatherapyBook:ApplicationsandInhalations.

Afewdropsofeucalyptusonyourskinwillhelphealabumandsmellingapinetreemightmakeyouthinkof

childhoodChristmases.Therearenorulesforhowtoinhaleoils.Youcanputafewdropsonatissue,oraddsometo

watertospritzaroundtheroomoruseinadiffUser。噴霧器)orvaporizer.

Beverycareful,however,whenapplyingoilstotheskin.Alwaysdilutetheminanotheroil,likepalm,coconut

orolivetopreventbumsorallergicreactions.

“Aruleofthumbis15dropsperoneounceofcream,oilorlotion,,?saysSyllaSheppard-Hanger,thefounder

anddirectorofAtlanticinstituteofAromatherapyinTampa,Florida.

HERE'STHEOILTOREACHFORWHENYOUNEEDTO:

Digestabigmeal:Afewdropsofdilutedpeppermint.4itcalmsdownthedigestivesystem,v

Rosesays.

Forgetit'sfreezingoutside:"Coniferoils,likepine,blackspruce,cedarandChristmasfir,

canhelpcombatseasonalaffectivedisorderwheninhaledJRosesays.Citrusoilslikeorangeor

tangerine,whichareremindersofsuminertime,arealsogood.

Settledownafterabigparty:Sweetmagoramandlavenderaresedatives."They'llknock

yourkidsrightout,“Sheppard-Hangersays.

Getoutofbedonadark,coldmorning:Peppermint,oranymintreally,canprovidea

morningjoltwheninhaled.

Killgerms:Spraycitrusoilstreeoilslikepine,tohelpcleantheairduringsickness.

Decongestanose:Eucalyptus,spruceorrosemaryworkforthis.Tryinhalingafewdropson

atissuetohelpwithcloggednasalpassages.

60.WhatkindofreadersislikelytobuyTheAromatherapyBook:ApplicationsandInhalations?

A.Gardenerswhoprovidesrawmaterialsformanufacturersofessentialoils.

B.Researchersdedicatedtoinventingnewessentialoilstokeeppeopleingoodhealth.

C.Commonpeoplehopingtoimprovehealthconditionwithessentialoils.

D.Psychotherapistseekingtreatmentsforseriousmentalandphysicaldisorders.

61.Whatistheappropriatewayofusingessentialoils?

A.Spritztheoildirectlyaroundaroom.

B.Mixthemwithcreaminproportion.

C.Smellthefragrancefromthebottle.

D.Applyoilstotreatskinallergy.

62.Theoilsthatcanrelieveyoursymptomofbadcoldare.

A.peppermintoilsB.coniferoils

C.citrusoilsD.spruceoils

(C)

Bytheendofthecentury,ifnotsooner,theworld'soceanswillbebluerandgreenerthankstoawarming

climate,accordingtoanewstudy.

Attheheartofthephenomenonlietinymarinemicroorganisms(海洋微生物)calledphytoplankton.Because

ofthewaylightreflectsofftheorganisms,thesephytoplanktoncreatecolourfulpatternsattheoceansurface.

Oceancolourvariesfromgreentoblue,dependingonthetypeandconcentrationofphytoplankton.Climate

changewillfuelthegrowthofphytoplanktoninsomeareas,whilereducingitinotherspots,leadingtochangesin

theocean?sappearance.

Phytoplanktonliveattheoceansurface,wheretheypullcarbondioxideintotheoceanwhilegivingoff

oxygen.Whentheseorganismsdie,theyburycarboninthedeepocean,animportantprocessthathelpstoregulate

theglobalclimate.Butphytoplanktonarevulnerabletotheocean'swarmingtrend.Warmingchangeskey

characteristicsoftheoceanandcanaffectphytoplanktongrowth,sincetheyneednotonlysunlightandcarbon

dioxidetogrow,butalsonutrients.

StephanieDutkiewicz,ascientistinMIT'sCenterforGlobalChangeScience,builtaclimatemodelthat

projectschangestotheoceansthroughoutthecentury.Inaworldthatwannsupby3,itfoundthatmultiple

changestothecolouroftheoceanswouldoccur.Themodelprojectsthatcurrentlyblueareaswithlittle

phytoplanktoncouldbecomeevenbluer.Butinsomewaters,suchasthoseoftheArctic,awarmingwillmake

conditionsriperforphytoplankton,andtheseareaswillturngreener."Notonlyarethequantitiesofphytoplankton

intheoceanchanging,shesaid,“butthetypeofphytoplanktonischanging.^^

Andwhydoesthatmatter?Phytoplanktonarethebaseofthefoodweb.Ifcertainkindsbegintodisappear

fromtheocean,Dutkiewiczsaid,“itwillchangethetypeoffishthatwillbeabletosurvive.^^Thosekindsof

changescouldaffectthefoodchain.

Whatevercolourchangestheoceanexperiencesinthecomingdecadeswillprobablybetoogradualand

unnoticeable,buttheycouldmeansignificantchanges."Ifllbeawhilebeforewecanstatisticallyshowthatthe

changesarehappeningbecauseofclimatechange,Dutkiewiczsaid,“butthechangeinthecolouroftheocean

willbeoneoftheearlywarningsignalsthatwereallyhavechangedourplanet.”

63.Whatarcthefirsttwoparagraphsmainlyabout?

A.Thevariouspatternsattheoceansurface.

B.Thecauseofthechangesinoceancolour.

C.Thewaylightreflectsoffmarineorganisms.

D.Theeffortstofuelthegrowthofphytoplankton.

64.Whatdoestheunderlinedword“vulnerable“inParagraph3probablymean?

A.Sensitive.B.Beneficial.C.Significant.D.Unnoticeable.

65.Whatcanweinferfromthepassage?

A.Phytoplanktonplayadecliningroleinthemarineecosystem.

B.Dutkiewicz^modelaimstoavoidphytoplanktonchanges.

C.Phytoplanktonhavebeenusedtocontrolglobalclimate.

D.Oceanswithmorephytoplanktonmayappeargreener.

66.Whatisthemainpurposeofthepassage?

A.Toassesstheconsequencesofoceancolourchanges.

B.Toanalysethecompositionoftheoceanfoodchain.

C.Toexplaintheeffectsofclimatechangeonoceans.

D.Tointroduceanewmethodtostudyphytoplankton.

SectionC

Directions:Readthefollowingpassages.Fillineachblankwithapropersentencegiveninthebox.Eachsentence

canbeusedonlyonce.Notethattherearetwomoresentencesthanyouneed.

A.Thus,creativitywillbethemostvaluablethinginthefuture.

B.Customersareexpectedtopaymoremoneyfortheextra-specialqualities.

C.Theinternet,forexample,hasmadesuchadslookold-fashioned.

D.Ithasmadepossibleasituationinwhichcustomerscantelladvertiserswhattheythink.

E.Contrarily,thereisalmostcertaintobeanincreaseineveryformofadvertisinginfutureyears.

F.ThetraditionalTVadvertisingcampaignwillnotreachthewholefamilyanymore.

Theexplosionofnewmedia,rangingfromtheinternettodigitaltelevision,meansthatpeopleworkingin

advertisingwillhavetocomeupwithmorewaystocatchthepublic'sattentioninthefuture.

—67Nolongerwillallmembersbewatchingthesameprogramme:somewillbewatching

differentchannelsontheirownTVs,surfingthenetordoingbothatthesametime.Theadvertisingindustrywill

havetowork“harderandsmarter“tocutthroughthe“mess"ofthefuturewithawiderangeofnewmedia,all

competingtocatchtheconsumers1eyes.

Peoplehavebecomemoreindividualintheirconsumptionofadvertising.Newtechnologyhasmade

experimentingwithnewformsofadvertisingpossible.Themonologuewheretheadvertisementtellshousewives

thatthisisthewashingpowdertheyshouldbuyisjustacliche（陳詞濫調(diào)）now.68Thereis,

consequently,littlehopeofthemsurvivingformorethananothertwentyyears.Amuchcloserrelationshipwith

theconsumerisgraduallybeingcreated.

Thedefinitionofwhatconstitutesadvertisingwillexpandwellbeyondtheconventionalmassmedia.

Shoppingenvironmentswillthemselvesbecomeapartoftheadvertisingprocess.Increasingly,theywillexistnot

simplytosellgoods,butalsotoentertainpeopleandtomakesurethattheyenjoytheirtimethere.Theaimwillbe

to"warm"peopletowardstheseplacessothattheywillreturntopurchasegoodsthereagain.

Inspiteoftheseandotherchanges,itishighlyunlikelythatTV,printandradiowilldisappearaltogetheras

advertisingmedia.69Butothermarketingstrategies,suchaspublicrelationsanddirect

marketing,willbecomeasimportantasadvertising.Advertisingagencieswillhavetoreinventthemselves.They

willnolongerbeablesimplytoproduceadvertisementsandthensupportthesethroughPR,directmarketingor

theinternet.Instead,theywillhavetochangethewholewaytheylookatcommunicationandst