广告业

　　出国留学考研网为大家提供2017考研英语阅读理解练习题：广告业是美国经济的晴雨表，更多考研资讯请关注我们网站的更新!

　　2017考研英语阅读理解练习题：广告业是美国经济的晴雨表

　　WhenRupert Murdoch sees beams of light in the American advertising market, it isnot necessarily time to reach for the sunglasses. Last October, when the impactof September 11th was only beginning to tell, the boss of NewsCorp, a mediagroup, had already identified “strong rays of sunshine”. With ad sales still languishing, Mr. Murdoch declared last month that “there are some hints of a modestupswing in the U.S. advertising markets.” His early optimism turned out tobe misplaced. Now, however, other industry observers are beginning to agreewith him.

　　Advertisingusually exaggerates the economic cycle: falling sharply and early in adownturn, and rebounding strongly once the economy has begun to recover. Thisis because most managers prefer to trim their ad budgets rather than theirpayrolls, and restore such spending only once they feel sure that things arelooking up. Last year, America's ad market shrank by 9.8%, according to CMR, aresearch firm. Although ad spending has not yet recovered across all media,some analysts now expect overall ad spending to start to grow in the thirdquarter.

　　The signsof improvement are patchy, however. Ad spending on radio and television seemsto be inching up—advertising on American national radio was up 2% in January on the sameperiod last year, according to Aegis—while spending on magazines and...

　　美国是广告业最发达的地方，也是广告人才培养的最大摇篮，很多同学比较担心美国的广告专业是否对设计有要求，答案是否定的。传播学院的广告专业基本上对设计没有要求，总体上偏向市场和策划。也就是，对于国际学生来讲，沟通能力和写作能力至关重要。

　　美国教育联盟专家介绍，美国有独立广告研究生专业的大学大概有这几个：UT-Austin 是美国，也是世界上唯一一个开设广告博士专业的学校。这个项目非常理论化。独立广告学硕士专业的学校有University of Illinois at Urbana-Champaign（UIUC）， Michigan State University （MSU）， Syracuse University等，还有一些学校在大众传媒专业的下面的一个方向，比如University of Georgia， University of Florida， The University of Missouri，Boston University，等等，这些都是在广告学领域很不错的学校。同时有些学校可能不叫广告专业，比如西北大学的IMC， 南加州大学的communication management，这些总体上也都是偏市场和策划方向的。

　　但是美国留学网专家提醒，在选择学校的时候一定要加以研究，大部分学校如雪城大学是以职业教育为导向的，但是也有部分是以理论研究为导向的，所以在学校的初步选择上，要根据自己的兴趣加以合理的调配，最终契合自己的职业目标。