大学英语四级考试历年真题及答案Word格式.docx
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大学英语四级考试历年真题及答案Word格式.docx
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作为大学生,我的看法。
PartIIReadingComprehension(SkimmingandScanning)(15minutes)
MediaSelectionforAdvertisements
Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussheremajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:
television,newspapers,radio,magazines,out-of–home,Internet,anddirectmail.
Television
Televisionisanattractivemediaforadvertisingbecauseitdeliversmassaudiencestoadvertisers.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.
Newspapers
Aftertelevision,themediaattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.Ithasincreaseditsnationalcirculation(发行量)by40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarethelargestadvertisingmedium.
Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthroughtelevision.Givennewproductiontechniques,advertisementscanbeprintedinnewspapersinabout48hours,meaningnewspapersarealsoaquickwayofgettingthemessageout,Newspapersareoftenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreaders.
Radio
Advertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbillboards(广告牌)andtheInternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision.Whichmeansadvertiserscanaffordtorepeattheiradsoften.Internetcompaniesarealsoturningtoradioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesortheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.
Twomajorchanges—satelliteandInternetradio—willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart.
Magazines
Newsweeklies,women’stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket,Magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous.IfyoureadSportsIllustrated,forexample,youhavemuchincommonwiththemagazine’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.Usingdigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6dayspreviously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmorequickly.
Internet
Asconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarket.AsconsumersgetmoreoftheirnewsandinformationfromtheInternet,theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersistocreateadsthataudiencemembersremember.
Internetadvertisingwillplayamoreprominentroleinorganizations’advertisinginthenearfuture,Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheonlinemediumaswell.
Directmail
Afinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient’smessage.Directmailincludesnewsletters,postcards,andspecialpromotions,Directmailisaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses.directmailisthemosteffectiveformofadvertising.
1.Televisionisanattractiveadvertisingmediuminthat____________.
A)ithaslargeaudiencesB)itappealstohousewives
C)ithelpsbuildupacompany’sreputationD)itisaffordabletomostadvertisers
2.WiththeincreaseinthenumberofTVchannels,_________.
A)
thecostofTVadvertisinghasdecreased
B)thenumberofTVviewershasincreased
C)
advertisers’interestinothermediahasdecreased
D)thenumberofTVadspeoplecanseehasincreased
3.Comparedwithtelevision,newspapersasanadvertisingmedium_______.
A)earnalargerannualadrevenueB)conveymoredetailedmessages
C)usemoreproductiontechniquesD)getmessagesoutmoreeffectively
4.Advertisingonradiocontinuestogrowbecause________.
A)morelocalradiostationshavebeensetup
B)moderntechnologymakesitmoreentertaining
C)itprovideseasyaccesstoconsumers
D)ithasbeenrevolutionizedbyInternetradio
5.Magazinesareseenbyadvertisersasanefficientwayto__________.
A)reachtargetaudiencesB)appealtoeducatedpeople
C)attractdiverseaudiencesD)conveyallkindsofmessages
6.Out-of-homeadvertisinghasbecomemoreeffectivebecause_______.
A)billboardscanbereplacedwithintwohours
B)consumerstravelmorenowthaneverbefore
C)suchadshavebeenmademuchmoreattractive
D)thepaceofurbanlifeismuchfasternowadays
7.ThechallengetoInternetadvertisersistocreateadsthatare_______.
A)quicktoupdateB)pleasanttolookat
C)easytorememberD)convenienttoaccess
8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe__________.
9.Directmailisaneffectiveformofadvertisingforbusinessestodevelop_______.
10.Thispassagediscusseshowadvertisersselect________foradvertisements.
PartIIIListeningComprehension(35minutes)
SectionA
11.A)GivehisankleagoodrestB)Treathisinjuryimmediately
C)ContinuehisregularactivitiesD)Becarefulwhenclimbingsteps
12.A)OnatrainB)OnaplaneC)InatheaterD)Inarestaurant
13.A)AtragicaccidentB)Asadoccasion
C)Smith’sunusuallifestoryD)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)ExtremelytediousB)Hardtounderstand
C)LackingagoodplotD)Notworthseeingtwice
17.A)AttendingeverylectureB)Doinglotsofhomework
C)ReadingveryextensivelyD)Usingtest-takingstrategies
18.A)ThedigitalTVsystemwillofferdifferentprograms
B)Heiseagertoseewhatthenewsystemislike
C)Hethinksitunrealistictohave500channels
D)ThenewTVsystemmaynotprovideanythingbetter
Questions19to22arebasedontheconversationyouhavejustheard
19.A)AnoticebytheelectricityboardB)Adspromotingelectricappliances
C)ThedescriptionofathiefindisguiseD)Anewpolicyonpensioners’welfare
20.A)Speakingw
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