（四）What Is Old Is New Again
Some of the latest toys to hit store shelves include several names that were popular in the 1980s. Among them: He-Man, My Little Pony, Teenage Mutant Ninja Turtles, and Transformers. Their appearance is surprising in an industry where all but classic toys like Barbie dolls tend to stay in the market for only a few years before they leave kid culture for good.
The return of toys introduced a generation ago, say experts, is largely a generational effect. These toys were among the first to be marketed primarily through TV cartoons. The result of this is that these toys carried with them a much stronger brand identity than toys from previous ages. When those who played with these toys during the 1980s began having children of their own, businessmen realized they could take advantage of parents' emotional ties by bringing the toys back.
We are starting to see a lot of properties and products coming back now for the kids of Generation X, says Greg Livingston, vice president of Wondergroup, a children's product marketing firm. But other industry observers say this return-of-toy trend is more rooted in basic economics. When the economy isn't strong, they say, toy-makers become more careful.
One of the safest marketing techniques is bringing back toys that are proven successes. "If you're in the business of making and selling toys, you're going to go the safest route, which is using proven brands," says Stephanie Oppenheimer, co-founder of the Oppenheimer Toy Co., an independent consumer group that rates toys. Other companies use product ideas that have sold well in other countries, such as Japan. Still, Ms. Oppenheimer also believes that American consumers simply are not in the mood for new, high-tech toys anymore. "People are interested less in what we wish we had but more in what we already have," says Oppenheimer. "As a country, we are looking for things that remind us of simpler times."
1. Paragraph 1________.
2. Paragraph 2________.
3. Paragraph 3________.
4. Paragraph 4________.
* * *
A. The reappearance of once popular toys
B. Marketing techniques
C. Generation effect
D. Barbie dolls
E. Economic factors
F. Generation X
* * *
5. The toy, My Little Pony, was once popular in the________.
6. Toys of 1980s had a stronger brand identity than toys of former times because________.
7. Some observers believe one critical reason for the return-of-toy is________.
8. According to Ms. Oppenheimer, nowadays Americans are not interested in________.
* * *
A. the economic factors
B. they were in fashion
C. 1980s
D. toys with high technology
E. 1990s
F. they were the first to be marketed through TV
* * *
［答案解析］
1．A。［解析］第一段没有主题句，该段主要说明了20世纪80年代曾经流行的一些玩具现在又重新流行起来，这在玩具业是令人吃惊的一种现象。选项A与其意思一致，故A为正确答案。
2．C。［解析］第二段主题句为第一句：The return of toys introduced a generation ago, say experts, is largely a generational effect. 句子意为：专家称上代人玩过的玩具现在又重新流行开来，这在很大程度上是代际作用。选项C属于对该句的原义复现，故C为正确答案。
3．E。［解析］第三段没有主题句，但正如在秒杀技巧中提到过的，这时应该注意句际连接词的使用。这里段落要强调的应该是but之后的内容，即：But other industry observers say this return-of-toy trend is more rooted in basic economics. 句子意为：但是，有些企业观察家指出旧式玩具的回归现象更取决于基本的经济状况。选项E与其表达一致，故E为正确答案。
4．B。［解析］第四段主题句是第一句：One of the safest marketing techniques is bringing back toys that are proven successes. 句子意为：最稳妥的销售技巧之一就是销售那些曾经取得成功的玩具。由此可推断，该段讲的是关于玩具的销售技巧，选项B与其意思一致，故B为正确答案。
5．C。［解析］根据题干线索词My Little Pony将原文定位至第一段第二句：Among them: He-Man, My Little Pony, Teenage Mutant Ninja Turtles, and Transformers. 这里的them指代前面提到的toys that were popular in the 1980s。由此推断C为正确答案。
6．F。［解析］根据题干线索词a stronger brand identity可将原文定位至第二段第三句：The result of this is that these toys carried with them a much stronger brand identity than toys from previous ages. 该句中的this即指该段第二句These toys were among the first to be marketed primarily through TV cartoons，而these toys即指toys of 1980s，选项F与其意思一致，故F为正确答案。
7．A。［解析］根据题干线索词observers可将原文定位至第三段倒数第二句：But other industry observers say this return-of-toy trend is more rooted in basic economics. 该句中的be rooted in意为“来源于，起因于”。由此可推断，A为正确答案。
8．D。［解析］根据题干线索词Ms. Oppenheimer可将原文定位至最后一段倒数第三句：Still, Ms. Oppenheimer also believes that American consumers simply are not in the mood for new, high-tech toys anymore. 该句中be in mood for...意为“有心情做……”，与be interested in意思相近，故D为正确答案。
