月英语四级真题详细答案.docx
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月英语四级真题详细答案
月英语四级真题详细答案
大学英语四级考试全国统考试卷(2008年6月)
PartIWriting(30minutes)15%(注意:
此部分试题在答题卡1上。
)
Directions:
Forthispart,youareallowed30minutestowriteacompositiononthetopicRecreationalActivities.Youshouldwriteatleast120wordsfollowingtheoutlinegivenbelowinChinese.
1.娱乐活动多种多样
2.娱乐活动可能使人们受益,也可能有危害性
3.作为大学生,我的看法。
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PartIIReadingComprehension(SkimmingandScanning)(15minutes)10%
Directions:
Inthispart,youwillhave15minutestogooverthepassagequicklyandanswerthequestionsonAnswersheet1.Forquestions1-7,choosethebestanswerfromthefourchoicesmarkedABCD,forquestions8-10,completethesentenceswiththeinformationgiveninthepassage.
MediaSelectionforAdvertisements
Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:
television,newspapers,radio,magazines,out-of-home,Internet,anddirectmail.
Television
Televisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?
Youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.
Television'sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,forinstance,iswatchedbypeoplewhoplaygolf,HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous(具有共同特点的)thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthusadvertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.
Newspapers
Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.Ithasincreaseditsnationalcirculation(发行量)by40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarethelargestadvertisingmedium.
Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthroughtelevision.Givennewproductiontechniques,advertisementscanbeprintedinnewspapersinabout48hours,meaningnewspapersarealsoaquickwayofgettingthemessageout.Newspapersareoftenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreaders.
Radio
Advertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbill-boards(广告牌)andtheInternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeansadvertiserscanaffordtorepeattheiradsoften.Internetcompaniesarealsoturningtoradioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.
Twomajorchanges-satelliteandInternetradio-willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart.
Magazines
Newsweeklies,women'stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket.Magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous.IfyoureadSportsIllustrated.,forexample,youwillhavemuchincommonwiththemagazine'sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.
Advertisersusingtheprintmedia---magazinesandnewspapers---willneedtoadapttotwomainchanges.First,theInternetwillbringlargeraudiencestolocalnewspaper.Theseaudienceswillbemorediverseandgeographicallydispersed(分散)thaninthepast.Second,advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetaudiences.Althoughsomemagazineswillmaintainnationalaudiences,alargenumberofmagazineswillentertainnarroweraudiences.
Out-of-homeadvertising
Out-of-homeadvertising,alsocalledplace-basedadvertising,hasbecomeanincreasinglyeffectivewayofreachingconsumers,whoaremoreactivethaneverbefore.Manyconsumerstodaydonotsitathomeandwatchtelevision.Usingbillboards,newsstands,andbussheltersforadvertisingisaneffectivewayofreachingtheseon-the-goconsumers.Moreconsumerstravellongerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective.Technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemediumthaninthepast.Usingdigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6dayspreviously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmorequickly.
Internet
Asconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarket.AsconsumersgetmoreoftheirnewsandinformationfromtheInternet,theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersistocreateadsthataudiencemembersremember.
Internetadvertisingwillplayamoreprominentroleinorganizations'advertisinginthenearfuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheonlinemediumaswell.
Directmail
Afinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient'smessage.Directmailincludesnewsletters,postcardsandspecialpromotions.Directmailisaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses,directmailisthemosteffectiveformofadvertising.
注意:
此部分试题请在答题卡1上作答。
1.Televisionisanattractiveadvertisingmediuminthat________.
A)ithaslargeaudiences
B)itappealstohousewives
C)ithelpsbuildupacompany'sreputation
D)itisaffordabletomostadvertisers
2. WiththeincreaseinthenumberofTVchannels,________.
A)thecostofTVadvertisinghasdecreased
B)thenumberofTVviewershasincreased
C)advertisers'interestinothermediahasdecreased
D)thenumberofTVadspeoplecanseehasincreased
3.Comparedwithtelevision,newspaperasanadvertisingmedium________.
A)earnalargerannualadrevenue
B)conveymoredetailedmessages
C)usemoreproductiontechniques
D)getmessagesoutmoreeffectively
4.Advertisingonradiocontinuestogrowbecause________.
A)morelocalradiostationshavebeensetup
B)moderntechnologymakesitmoreentertaining
C)itprovideseasyaccesstoconsumers
D)ithasbeenrevolutionizedbyInternetradio
5.Magazinesareseenbyadvertisersasanefficientwayto________.
A)reachtargetaudiences
B)appealtoeducatedpeople
C)attractdiverseaudiences
D)conveyallkindsofmessages
6.Out-of-homeadvertisinghasbecomemoreeffectivebecause________.
A)billboardscanbereplacedwithintwohours
B)consumerstravelmorenowthaneverbefore
C)suchadshavebeenmademuchmoreattractive
D)thepaceofurbanlifeismuchfasternowadays
7.ThechallengetoInternetadvertisersistocreateadsthatare________.
A)quicktoupdate
B)pleasanttolookat
C)easytoremember
D)convenienttoaccess
8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe_________________.
9.Directmailisaneffectiveformofadvertisingforbusinessestodevelop_____________________.
10.Thispassagediscusseshowadvertisersselect________foradvertisements.
PartIIIListeningComprehension(35m