年6月大学英语四级考试真题课件_1
文山事业单位招聘-优秀班主任先进事迹
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2008年6月大学英语四级考试真题
•版权所有•机密★启用前
试卷代号：A
大学英语四级考试
COLLEGE ENGLISH TEST
-Band Four-
(4XSH 1)
试题册
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注意事项
一、将自己的校名、姓名、准考证号写在答题卡1和答题卡2上，将本试卷代号划在答题卡2上。
二、试题册、答题卡1和答题卡2均不得带出考场，考试结束，监考员收卷后考生才可离开。
三、仔细读懂题目的说明。
四、在30分钟内做完答题卡1上的作文题。30分钟后，考生按指令
启封试题册，在接着的15分钟内完成
快速阅读理解部分的试题，然后监考员收取答题卡1，考生在答题
卡2上完成其余部分的试题。全部答题时间
为125分钟，不得拖延时间。
五、考生必须在答题卡上作答，凡是写在试题册上的答案一律无效。
六、多项选择题每题只能选一
个答案；如多选，则该题无分。选定答案后，用HB-2B浓度的铅笔在相应字
母的中部划一横线。正确
方法是：[A][B][C][D]
使用其它符号答题者不给分。划线要有一定粗度，浓度要盖过字母底色。
七、在考试过程中要注意对自己的答案保密。若被他人抄袭，一经发现，后果自负。
全国大学英语四、六级考试委员会
Part I Writing (30
minutes)
Recreational Activities
Directions: 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 II Reading Comprehension (Skimming and
Scanning) (15 minutes)
Media Selection for
Advertisements
After 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 on
attention on
seven types of advertising:
television, newspapers, radio, magazines, out-of-
home, Internet, and direct mail.
Television
Television in an attractive medium for
advertising because it delivers mass audiences to
advertisers. When you
consider that nearly
three out of four Americans have seen 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
communication. But television is
an expensive medium, and not all advertisers can
afford to use it.
Television’s 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
people 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
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number of television channels available to
viewers, and thus, 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 cable
operators and satellite programmers.
Newspapers
After 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% 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 television. 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.
Radio
Advertising 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 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 changes—satellite and Internet
radio—will 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
many miles apart.
Magazines
Newsweeklies,
women’s 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 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
magazine’s other readers.
Advertisers see
magazines as an efficient way of reaching target
audience members.
Advertisers using the print
media—magazines and newspapers—will 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
magazines for their
target audiences. Although some magazines will
maintain national audiences, a large number of
magazines will entertain narrower audiences.
Out-of-home advertising
Out-of-home
advertising, also called place-based advertising,
has become an increasingly effective way of
reaching
consumers, 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 out-
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 the types of messages
they create because they can change their messages
more
quickly.
Internet
As 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 radio 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. 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 mail
A final advertising
medium is direct mail, which uses mailings to
consumers to communicate a client’s message.
Direct mail includes newsletters, 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 audiences B) it
appeals to housewives