大学英语四级考试真题及答案.docx

大学英语四级考试真题及答案.docx

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大学英语四级考试真题及答案

2008年06月英语四级真题

PartⅠWriting（30minutes）

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。

PartIIReadingComprehension（SkimmingandScanning）（15minutes）

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,andthus,advertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.

Newspaper?

Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually,iimincreaseditsnationalcirculation（发行量）by40%andisnowavailableforhomedeliveryinionciues.Locally,newspapersarethelargestadvertisingmedium.

Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger.moredetailedmessagetotheiraudiencethantheycanthrough48hours,meaningnewspapersarealsoaquickwayofgettingthemassageout.Newspapersareofenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreader.

Radio

AdvertisingonradiocontinuestogrowRadioisoftenusedinconjunctionwithoutdoorbill-boards（广告牌）andiheInternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeansadvertiserscanaffordtorepealtheiradsoften.Internetcompaniesarealsoturning10radioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.

Twomajorchanges—satelliteandInternetradio—willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthe

localstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart.

Magazines

Newsweeklies,women’stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket,magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous,ifyoureadsportsillustrated,forexample,youhavemuchincommonwiththemagazine’sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.

Advertiserusingtheprintmedia-magazinesandnewspapers-willneedtoadapttotwomainchanges.First,theinternetwillbringlargeraudiencestolocalnewspapers,thesesecond.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.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausethey.

Canchangetheirmessagesmorequickly.

Internet

Asconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarketAsconsumersgetmoreoftheirnewsandinformationfromtheInternet,theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersIstocreateadsthataudiencemembersremember.

Internetadvertisingwillplayamoreprominentroleinorganizations'advertisinginthenearftuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheonlinemediumaswell.

Directmail

Afinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient'smessageDirectmailincludesnewsletters.postcardsandspecialpromotions.Directmailisaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses.directmailisthemosteffectivefromofadvertising.

1.Televisionisanattractiveadvertisingmediuminthat_____________.

A）ithaslargeaudiences

B）itappealstohousewives

C）ithelpsbuildupacompany'sreputation

D）itisaffordabletomostadvertisers

2.WiththeincreaseinthenumberofTVchannels_________.

A）thecostofTVadvertisinghasdecreased

B）thenuiflberofTVviewershasincreased

C）advertisers'interestinothermediahasdecreased

D）thenumberofTVadspeoplecanseehasincreased

3.Comparedwithtelevision,newspapersasanadvertisingmedium_________________.

A）earnalargerannualadrevenue

B）conveymoredetailedmessages

C）usemoreproductiontechniques

D）getmessagesoutmoreeffectively

4.Advertisingonradiocontinuestogrowbecause___________.

A）morelocalradiostationshavebeensetup

B）moderntechnologymakesitmoreentertaining

C）itprovideseasyaccesstoconsumers

D）ithasbeenrevolutionizedbyInternetradio.

5.Magazinesareseenbyadvertisersasanefficientwayto___________.

A）reachtargetaudiences

B）moderntechnologymakesitmoreentertainingC）appealtoeducatedpeople.

D）conveyallkindsofmessages

6.Oui-of-homeadvertisinghasbecomemoreeffectivebecause_______

A）billboardscanbereplacedwithintwohours

B）consumerstravelmorenoweverbefore

C）suchadshavebeenmademuchmoreattractive

D）thepaceofurbanlifeismuchfasternowadays

7.ThechallengetoInternetadvertisersistocreateadsthatare___________.

A）quicktoupdate

B）pleasanttolookat

C）easytoremember

D）convenienttoaccess

8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe_____________

9.Directmailisaneffecitiveformofadvertisingforbusinessestodevelop_________________________

10.Thispassagediscusseshowadvertisersselect________________foradvertisements.

PartIII         ListeningComprehension

SectionA

Directions:

Inthissection,youwillhear8shortconversationsand2longconversations.Attheendofeachconversation,oneormorequestionswillbeaskedaboutwhatwassaid.Boththeconversationandthequestionswillbespokenonlyonce.Aftereachquestiontherewillbeapause.Duringthepause,youmustreadthefourchoicesmarkedA）,B）,C）andD）,anddecidewhichisthebestanswer.ThenmarkthecorrespondingletteronAnswerSheet2withasinglelinethroughthecentre.

注意：

此部分试题请在答题卡2上作答。

11.

A）Givehisankleagoodrest.

B）Treathisinjuryimmediately.

C）Continuehisregularactivities.

D）Becarefulwhenclimbingsteps.

12.

A）Onatrain.

B）Onaplane.

C）Inatheater.

D）Inarestaurant.

13.

A）Atragicaccident.

B）Afadoccasion

C）Smith'sunusuallifestory.

D）Smith'ssleepingproblem.

14.

A）Reviewthedetailsofallherlessons.

B）Comparenoteswithhisclassmates.

C）Talkwithherabouthislearningproblems.

D）Focusonthemainpointsofherlectures.

15.

A）Themanblamedthewomanforbeingcareless.

B）Themanmisunderstoodthewoman'sapology.

C）Thewomanofferedtopayfortheman'scoffee.

D）Thewomanspiltcoffeeontheman'sjacket.

16.

A）Extremelytedious.

B）Hardtounderstand.

C）Lackingagootplot.

D）Notworthseeingtwice.

17.

A）Attendingeverylecture.

B）Doinglostsofhomework.

C）Readingveryextensively.

D）Usingtest-takingstrategies

18.

A）Thedigital