大学英语四级考试真题.docx
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大学英语四级考试真题
一.写作部分(9:
00-9:
30)
PartⅠWriting(30minutes)
Directions:
Forthispart,youareallowed30minutestowriteALetterofApologyaccordingtotheoutlinegivenbelow.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。
二.快速阅读(9:
30-9:
45)
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,youhavemuchincommonwith++themagazine’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_______.
A)ithaslargeaudiences
B)itappealstohousewives
C)ithelpsbuildupacompany'sreputation
D)itisaffordabletomostadvertisers
2.WiththeincreaseinthenumberofTVchannels____D_____.
A)thecostofTVadvertisinghasdecreased
B)thenuiflberofTVviewershasincreased
C)advertisers'interestinothermediahasdecreased
D)thenumberofTVadspeoplecanseehasincreased
3.Comparedwithtelevision,newspapersasanadvertisingmedium__________A_______.
A)earnalargerannualadrevenue
B)conveymoredetailedmessages
C)usemoreproductiontechniques
D)getmessagesoutmoreeffectively
4.Advertisingonradiocontinuestogrowbecause_____D______.
A)morelocalradiostationshavebeensetup
B)moderntechnologymakesitmoreentertaining
C)itprovideseasyaccesstoconsumers
D)ithasbeenrevolutionizedbyInternetradio.
5.Magazinesareseenbyadvertisersasanefficientwayto___A________.
A)reachtargetaudiences
B)moderntechnologymakesitmoreentertainingC)appealtoeducatedpeople.
D)conveyallkindsofmessages
6.Oui-of-homeadvertisinghasbecomemoreeffectivebecause__D_____
A)billboardscanbereplacedwithintwohours
B)consumerstravelmorenoweverbefore
C)suchadshavebeenmademuchmoreattractive
D)thepaceofurbanlifeismuchfasternowadays
7.ThechallengetoInternetadvertisersistocreateadsthatare_____C______.
A)quicktoupdate
B)pleasanttolookat
C)easytoremember
D)convenienttoaccess
8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe____bequitehomogeneous,butsmall._________
9.Directmailisaneffecitiveformofadvertisingforbusinessestodevelop___________relationshipswithconsumers.______________
10.Thispassagediscusseshowadvertisersselect____theappropriatemedia____________foradvertisements.
三.听力部分(10:
00-10:
35)
SectionA
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)ThedigitalTVsystemwillofferdifferentprograms.
B)Heiseagertoseewhatthenewsystemislike.
C)Hethinksitunrealistictohave500channels.
D)ThenewTVsystemmaynotprovideanythingbetter.
Question19to22arebasedonthepassageyouhavejustheard.
19.a)anoticebytheelectricit