aistjpp2008年全国大学生英语四级考试真题及答案.docx

1、aistjpp2008年全国大学生英语四级考试真题及答案| You have to believe, there is a way. The ancients said: the kingdom of heaven is trying to enter. Only when the reluctant step by step to go to it s time, must be managed to get one step down, only have struggled to achieve it. - Guo Ge Tech2008年6月全国大学生英语四级考试真题及答案Part W

2、riting (30 minutes) Recreational ActivitiesDirections: For this part, you are allowed 30 minutes to write A Letter of Apology according to the outline given below. You should write at least 120 words following the outline given below in Chinese.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。Part Readin

3、g Comprehension (Skimming and Scanning) (15 minutes)Media Selection for AdvertisementsAfter determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement. We discuss here the major types of media used in advertising. We focus o

4、n attention on seven types of advertising: television, newspapers, radio, magazines, out-of-home, Internet, and direct mail.TelevisionTelevision in an attractive medium for advertising because it delivers mass audiences to advertisers. When you consider that nearly three out of four Americans have s

5、een the game show Who Wants to Be a Millionaire? you can understand the power of television to communicate with a large audience. When advertisers create a brand, for example, they want to impress consumers with the brand and its image. Television provides an ideal vehicle for this type of communica

6、tion. But television is an expensive medium, and not all advertisers can afford to use it.Televisions influence on advertising is fourfold. First, narrowcasting means that television channels are seen by an increasingly narrow segment of the audience. the Golf Channel, for instance, is watched by pe

7、ople who play golf. Home and Garden Television is seen by those interested in household improvement projects. Thus, audiences are smaller and more homogeneous (具有共同特点的) than they have been in the past. Second, there is an increase in the number of television channels available to viewers, and thus,

8、advertisers. This had also resulted in an increase in the sheer number of advertisements to which audiences are exposed. Third, digital recording devices allow audience members more control over which commercials they watch. Fourth, control over programming is being passed from the networks to local

9、 cable operators and satellite programmers.NewspapersAfter television, the medium attracting the next largest annual as revenue is newspapers. The New York Times, which reaches a national audience, accounts for $1 billion in ad revenue annually. It has increased its national circulation (发行量) by 40%

10、 and is now available for home delivery in 168 cities. Locally, newspapers are the largest advertising medium.Newspapers are a less expensive advertising medium than television and provide a way for advertisers to communicate a longer, more detailed message to their audience than they can through te

11、levision. Given new production techniques, advertisements can be printed in about 48 hours, meaning newspapers are also a quick way of getting the message out. Newspapers are often the most important form of news for a local community, and they develop a high degree of loyalty from local readers.Rad

12、ioAdvertising on radio continues to grow. Radio is often used in conjunction with outdoor bill-boards (广告牌) and the Internet to reach even more customers than television. Advertisers are likely to use radio because it is a less expensive medium than television, which means advertisers can afford to

13、repeat their ads often. Internet companies are also turning to radio advertising. Radio provides a way for advertisers to communicate with audience members at all times of the day. Consumers listen to radio on their way to school or work, at work, on the way home, and in the evening hours.Two major

14、changessatellite and Internet radiowill force radio advertisers to adapt their methods. Both of these radio forms allow listeners to tune in stations that are more distant than the local stations they could receive in the past. As a result, radio will increasingly attract target audiences who live m

15、any miles apart.MagazinesNewsweeklies, womens titles, and business magazines have all seen increases in advertising because they attract the high-end market. Magazines are popular with advertisers because of the narrow market that they deliver. A broadcast medium such as network television attracts

16、all types of audience members, but magazine audiences are more homogeneous. If you read Sports Illustrated, for example, you have such in common with the magazines other readers. Advertisers see magazines as an efficient way of reaching target audience members.Advertisers using the print mediamagazi

17、nes and newspaperswill need to adapt to two main changes. First, the Internet will bring larger audiences to local newspapers. These audiences will be more diverse and geographically dispersed (分散) than in the past. Second, advertisers will have to understand how to use an increasing number of magaz

18、ines for their target audiences. Although some magazines will maintain national audiences, a large number of magazines will entertain narrower audiences.Out-of-home advertisingOut-of-home advertising, also called place-based advertising, has become an increasingly effective way of reaching consumers

19、, who are more active than ever before. Many consumers today do not sit at home and watch television. Using billboards, newsstands, and bus shelters for advertising is an effective way of reaching these on-the-go consumers. More consumers travel longer distances to and from work, which also makes ou

20、t-of-home advertising effective. Technology has changed the nature of the billboard business, making it a more effective medium than in the past. Using the digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. This allows advertisers more variety in

21、 the types of messages they create because they can change their messages more quickly.InternetAs consumers become more comfortable with online shopping, advertisers will seek to reach this market. As consumers get more of their news and information from the Internet, the ability of television and r

22、adio to get the word out to consumers will decrease. The challenge to Internet advertisers is to create ads that audience members remember.Internet advertising will play a more prominent role in organizations advertising in the near future. Internet audiences tend to be quite homogeneous, but small.

23、 Advertisers will have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the inline medium as well.Direct mailA final advertising medium is direct mail, which uses mailings to consumers to communicate a clients message. Direct mail includes newsle

24、tters, postcards, and special promotion. Direct mail is an effective way to build relationships with consumers. For many businesses, direct mail is the most effective form of advertising.1. Television is an attractive advertising medium in that _.A) it has large audiencesB) it appeals to housewivesC

25、) it helps build up a companys reputationD) it is affordable to most advertisers2. With the increase in the number of TV channels, _.A) the cost of TV advertising has decreasedB) the number of TV viewers has increasedC) advertisers interest in other media has decreasedD) the number of TV ads people

26、can see has increased3. Compare with television, newspapers as an advertising medium _.A) earn a larger annual ad revenueB) convey more detailed messagesC) use more production techniquesD) get messages out more effectively4. Advertising on radio continues to grow because _.A) more local radio statio

27、ns have been set upB) modern technology makes it more entertainingC) it provides easy access to consumersD) it has been revolutionized by Internet radio5. Magazines are seen by advertisers as an efficient way to _.A) reach target audiencesB) appeal to educated peopleC) attract diverse audiencesD) co

28、nvey all kinds of messages6. Out-of-home advertising has become more effective because _.A) billboards can be replaced within two hoursB) consumers travel more now than ever beforeC) such ads have been made much more attractiveD) the pace of urban life is much faster nowadays7. The challenge to Inte

29、rnet advertisers is to create ads that are _.A) quick to updateB) pleasant to look atC) easy to rememberD) convenient to access8. Internet advertisers will have to adjust their methods to reach audiences that tend to be _.9. Direct mail is an effective form of advertising for business to develop _.1

30、0. This passage discusses how advertisers select _ for advertisements.Part Listening Comprehension (35 minutes)Section A11. A) Given his ankle a good rest.B) Treat his injury immediately.C) Continue his regular activities.D) Be careful when climbing steps.12. A) On a train.B) On a plane.C) In a thea

31、ter.D) In a restaurant.13. A) A tragic accident.B) A sad occasion.C) Smiths unusual life story.D) Smiths sleeping problem.14. A) Review the detail of all her lessons.B) Compare notes with his classmates.C) Talk with her about his learning problems.D) Focus in the main points of her lectures.15. A) T

32、he man blamed the woman for being careless. B) The man misunderstood the womans apology.C) The woman offered to pay for the mans coffee. D) The woman spilt coffee on the mans jacket.16. A) Extremely tedious.B) Hard to understand.C) Lacking a good plot.D) Not worth seeing twice.17. A) Attending every lecture.B) Doing lots of homework.C) Reading very extensively.D) Using test-taking strategies.18. A) The