大学英语读写译4期末测试题及答案2.docx
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大学英语读写译4期末测试题及答案2.docx
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大学英语读写译4期末测试题及答案2
大学英语读写译(4)期末测试题及答案2
大学英语读写译(四)
期末测试题
(2)
PartIWriting(15%)
Directions:
Forthispart,youareallowedthirtyminutestowriteacompositiononthetopic.TheAdvantagesandDisadvantagesofInternet.Youshouldwriteatleast120wordsandyoushouldbaseyourcompositiononthefollowinginformation.
TheAdvantagesandDisadvantagesofInternet?
leThefolTowingaspectscouldbestillustratetheadvantagesofInternet
2>Behinaallthisglowingtalk,however,aresomeproblems
3・Weshouldhandleitsproblems,meanwhileweshould
PartIIReadingComprehension(50%)
SectionASkimmingandScanning(10%)
Directions:
Inthispartyyouwillhave15minutestogooverthepassagequicklyandchoosethebestanswertoeachquestion・
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)thantheyhavebeeninthepastSecond,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers・Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.Newspaper
Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually,itincreaseditsnationalcirculation(发行量)by40%andisnowavailableforhomedeliveryincities.Locally,newspapersarethelargestadvertisingmedium.
Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthrough48hours,meaningnewspapersarealsoaquickwayofgettingthemessageout.Newspapersareoftenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreaders・Radio
Advertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbill-boards(广告牌)andtheInternettoreachevenmorecustomersthantelevision・Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeansadvertiserscanaffordtorepealtheiradsoften・Internetcompaniesarealsoturningtoradioadvertising・Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours・
Twomajorchanges—satelliteandInternetradio—willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart・Magazines
Newsweeklies,women5stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket.Magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous,ifyoureadsportsillustrated,forexample,youhavemuchincommonwiththemagazine'sotherreaders・Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.
Advertiserusingtheprintmedia-magazinesandnewspapers-willneedtoadapttotwomainchanges.First,theinternetwillbringlargeraudiencestolocalnewspapers,thesesecond・Advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetaudiences・Althoughsomemagazineswillmaintainnationalaudiences,alargenumberofmagazineswillentertainnarroweraudiences.Out-of-homeadvertising
Out-of-homeadvertisingsalsocalledplace-basedadvertising,hasbecomeanincreasinglyeffectivewayofreachingconsumers,whoaremoreactivethaneverbefore・Manyconsumerstodaydonotsitathomeandwatchtelevision.Usingbillboards,newsstands,andbussheltersforadvertisingisaneffectivewayofreachingtheseon-the-goconsumers.Moreconsumerstravellongerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective,technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemediumthaninthepast・Usingdigitalprinting,billboardcompaniescanprintabillboardin2hours,comparedwith6dayspreviously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmorequickly.
Internet
Asconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarketAsconsumersgetmoreoftheirnewsandinformationfromtheInternet,theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease・Thechallengeto
Internetadvertisersistocreateadsthataudiencemembersremember.
Internetadvertisingwillplayamoreprominentroleinorganizations1advertisinginthenearfuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheonlinemediumaswell.
Directmail
Afinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient'smessageDirectmailincludesnewsletters,postcardsandspecialpromotions・Directmailisaneffectivewaytobuildrelationshipswithconsumers.Formanybusinesses,directmailisthemosteffectivefromofadvertising・
11・Televisionisanattractiveadvertisingmediuminthat.
A.ithaslargeaudiencesB.it
appealstohousewives
C・ithelpsbuildupacompanyfsreputationD・itisaffordabletomostadvertiser
12・WiththeincreaseinthenumberofTVchannels.
A・thecostofTVadvertisinghasdecreasedB・thenumberofTVviewershasincreased
C・advertisers1interestinothermediahas
decreased
D・thenumberofTVadspeoplecanseehasincreased
13.Comparedwithtelevision,newspapersasanadvertisingmedium・
A.earnalargerannualadrevenueB・
conveymoredetailedmessages
C・usemoreproductiontechniquesD・
getmessagesoutmoreeffectively
14・Advertisingonradiocontinuestogrowbecause.
A・morelocalradiostationshavebeensetup
B・moderntechnologymakesitmoreentertaining
C・itprovideseasyaccesstoconsumers
D・ithasbeenrevolutionizedbyInternetradio・15.Magazinesareseenbyadvertisersasanefficientwayto・
A・reachtargetaudiencesB.modern
technologymakesitmoreentertaining
C.appealtoeducatedpeople.D.conveyallkindsofmessages
16・Out-of-homeadvertisinghasbecomemoreeffectivebecause
A.billboardscanbereplacedwithintwohoursB・consumerstravelmorenoweverbefore
C・suchadshavebeenmademuchmoreattractive
D.thepaceofurbanlifeismuchfasternowadays
17.ThechallengetoInternetadvertisersistocreateadsthatare・
A・quicktoupdateB.pleasantto
lookat
CeasytorememberD・convenient
toaccess
A・quitedifferenthomogeneous
C・quit£simple19・Directmailis
B.quite
D.quitegentle
aneffectiveformof
1&Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe
advertisingforbusinessestodevelop•
A.relationshipswithadvertisersB・relationshipswithconsumers
C・relationshipswithbusinessmenD.relationshipswithsurfers
2O.Thispassagediscusseshowadvertisersselectforadvertisements.
A.methodsB・strategies
C.mediaD・audiences
SectionBReading(30%)
Directions:
inthissection,thereare3passages.Eachpassageisfollowedbysomequestionsorunfinishedstatements.ForeachofthemtherearefourchoicesmarkedB.CanaD.YoushoulddecideonthebestchoiceandmarkthecorrespondingletterontheAnswerSheetwithasinglelinethroughthecenter.
PassageOne
TheprivateautomobilehaslongplayedanimportantroleintheUnitedStates.Infact,ithasbecomeanintegralpartoftheAmericanwayoflife.In1971eightythreepercentofAmericanfamiliesownedatleastonecar,andtwenty-eightpercenthadmorethanone.Bygivingworkersrapid,convenienttransportation,theautomobilehasfreedthemfromhavingtoliveneartheirplaceofwork・Thishasfosteredthegrowthofthesuburbs,butithasalsoledtotrafficproblemsinthecity.Inaddition,theautomobilehascontributedtotheweakeningofneighbor
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