0Iyqpfa108年大学英语四级考试真题及参考答案Word格式文档下载.docx

0Iyqpfa108年大学英语四级考试真题及参考答案Word格式文档下载.docx

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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。

RecreationalActivities

ReadingComprehension（SkimmingandScanning）（15minutes）

MediaSelectionforAdvertisements

Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusonattentiononseventypesofadvertising:

television,newspapers,radio,magazines,out-of-home,Internet,anddirectmail.

Television

Televisioninanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.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.Thishadalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.

Newspapers

Aftertelevision,themediumattractingthenextlargestannualasrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.Ithasincreaseditsnationalcirculation（发行量）by40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarethelargestadvertisingmedium.

Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthroughtelevision.Givennewproductiontechniques,advertisementscanbeprintedinabout48hours,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,youhavesuchincommonwiththemagazine’sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.

Advertisersusingtheprintmedia—magazinesandnewspapers—willneedtoadapttotwomainchanges.First,theInternetwillbringlargeraudiencestolocalnewspapers.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.Usingthedigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6dayspreviously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmorequickly.

Internet

Asconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarket.AsconsumersgetmoreoftheirnewsandinformationfromtheInternet,theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersistocreateadsthataudiencemembersremember.

Internetadvertisingwillplayamoreprominentroleinorganizations’advertisinginthenearfuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheinlinemediumaswell.

Directmail

Afinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient’smessage.Directmailincludesnewsletters,postcards,andspecialpromotion.Directmailisaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses,directmailisthemosteffectiveformofadvertising.

1.Televisionisanattractiveadvertisingmediuminthat________.

A）ithaslargeaudiences

B）itappealstohousewives

C）ithelpsbuildupacompany’sreputation

D）itisaffordabletomostadvertisers

2.WiththeincreaseinthenumberofTVchannels,________.

A）thecostofTVadvertisinghasdecreased

B）thenumberofTVviewershasincreased

C）advertisers’interestinothermediahasdecreased

D）thenumberofTVadspeoplecanseehasincreased

3.Comparewithtelevision,newspapersasanadvertisingmedium_______.

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.Directmailisaneffectiveformofadvertisingforbusinesstodevelop________.

10.Thispassagediscusseshowadvertisersselect________foradvertisements.

Part

ListeningComprehension（35minutes）

SectionA

11.A）Givenhisankleagoodrest.

B）Treathisinjuryimmediately.

C）Continuehisregularactivities.

D）Becarefulwhenclimbingsteps.

12.A）Onatrain.

B）Onaplane.

C）Inatheater.

D）Inarestaurant.

13.A）Atragicaccident.

B）Asadoccasion.

C）Smith’sunusuallifestory.

D）Smith’ssleepingproblem.

14.A）Reviewthedetailofallherlessons.

B）Comparenoteswithhisclassmates.

C）Talkwithherabouthislearningproblems.

D）Focusinthemainpointsofherlectures.

15.A）Themanblamedthewomanforbeingcareless.

B）Themanmisunderstoodthewoman’sapology.

C）Thewomanofferedtopayfortheman’scoffee.

D）Thewomanspiltcoffeeontheman’sjacket.

16.A）Extremelytedious.

B）Hardtounderstand.

C）Lackingagoodplot.

D）Notworthseeingtwice.

17.A）Attendingeverylecture.

B）Doinglotsofhomework.

C）Readingveryextensively.

D）Usingtest-takingstrategies.

18.A）ThedigitalTVsystemwillofferdifferentprograms.

B）Heiseagertoseewhatthenewsystemislike.

C）Hethinksitunrealistictohave500channels.

D）ThenewTVsystemmaynotprovideanythingb