新大学英语四级考试试题及参考答案.docx
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新大学英语四级考试试题及参考答案.docx
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新大学英语四级考试试题及参考答案
PartIWriting(30minutes)15%(注意:
此部分试题在答题卡1上。
)
Recreationalactivities
提纲
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
Recreationalactivity
Inpeople'sdailylife,therearevariousrecreationalactivitiesapartfromstudyingorworkingrangingfromKaraokeordancingtocomputergamesorsportsgames.
Suchactivitiesarebeneficialaswellasharmfultousifundertakeninappropriately.Ononehand,recreationalactivitiescanhelpustonotonlybuildourbodyandmindbutalsoimproveourcommunicationandunderstandingwithfriendsbecausemostoftheseactivitiesaredonewithothers.Ontheotherhand,ifwespendtoomuchtimeonsinging,dancingorothergames,wemightfailtoconcentrateonourdutiessuchasstudyingourworking,whichinturnmayleadtofurtherconsequences.
AsfarasI'mconcerned,recreationalactivitiesshouldbedonewithinacertainlimitsothatwecankeepaproperbalancebetweenrecreationandstudyingorworkinglife.
PartIIReadingComprehension(SkimmingandScanning)(15minutes)
10%(10×1%)
Directions:
Inthispart,youwillhave15minutestogooverthepassagequicklyandanswerthequestionsonAnswersheet1.Forquestions1-7,choosethebestanswerfromthefourchoicesmarkedABCD,forquestions8-10,completethesentenceswiththeinformationgiveninthepassage.
MediaSelectionforAdvertisements
Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:
television,newspapers,ratio,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,audiencesaresmallerandmorehomogeneousthantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthusadvertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.
Newspapers
Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.ithasincreaseditsnationalcirculationby40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthroughtelevision,givennewproductiontechniques,advertisementscanbeprintedinnewspapersinabout48hours,meaningnewspapersarealsoaquickwayofgettingthemessageout.Newspapersareoftenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreaders.
Radio
Advertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbillboardsandtheinternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision.Whichmeansadvertiserscanaffordtorepeattheiradsoften.Internetcompaniesarealsoturningtoradioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.
Twomajorchanges-satelliteandInternetradio-willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstoruneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart.
Magazines
Newsweeklies,women'stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket.Magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous.IfyoureadSportsIllustrated.,forexample,youhavemuchincommonwiththemagazine'sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.
Advertisersusingtheprintmedia-magazinesandnewspapers-willneedtoadapttotwomainchanges.First,theInternetwillbringlargeraudiencestolocalnewspaper.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.Advertiserstillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheonlinemediumaswell.
Directmail
Afinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclient'smessage.Directmailincludesnewsletterspostcardsandspecialpromotions.Directmail
Isaneffectivewaytobuildrelationshipwithconsumers.Formanybusinesses,directmailisthemosteffectiveformofadvertising.
注意:
此部分试题请在答题卡1上作答。
1.Televisionisattractiveadvertisingmediuminthat________.
A)ithaslargeaudiences
B)itappealstohousewives
C)ithelpsbuildupacompany'sreputation
D)itisaffordabletomostadvertisers
2. WiththeincreaseinthenumberofTVchannels,________.
A)thecostofTVadvertisinghasdecreased
B)thenumberofTVviewershasincreased
C)advertisers'interestinothermediahasdecreased
D)thenumberofTVadspeoplecanhasincreased
3.Comparedwithtelevision,newspaperasanadvertisingmedium________.
A)earnalargerannualadrevenue
B)conveymoredetailedmessages
C)usemoreproductiontechniques
D)getmessagesoutmoreeffectively
4.Advertisingonradiocontinuestogrowbecause________.
A)morelocalradiostationshavebeensetup
B)moderntechnologymakeitmoreentertaining
C)itprovideseasyaccesstoconsumers
D)ithasbeenrevolutionizedbyInternetradio
5.Magazinesareseenbyadvertisersasanefficientwayto________.
A)reachtargetaudiences
B)appealtoeducatedpeople
C)attractdiverseaudiences
D)conveyallkindsofmessages
6.Out-o-homeadvertisinghasbecomemoreeffectivebecause________.
A)billboardcanbereplacedwithintwohours
B)consumerstravelmorenowthaneverbefore
C)suchadshavebeenmademuchmoreattractive
D)thepaceofurbanlifeismuchfasternowadays
7.ThechallengetoInternetadvertisersistocreateadsthatare________.
A)quicktoupdate
B)pleasanttolookat
C)easytoremember
D)convenienttoaccess
8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobequitehomogeneous.
9.Directmailisaneffectivefromofadvertisingforbusinessestodeveloprelationshipswithconsumers.
10.Thispassagediscusseshowadvertisersselectmediaforadvertisements.
PartIIIListeningComprehension(35minutes)35%
SectionA15%(15×1%)
Directions:
Inthissection,youwillhear8shortconversationsand2longconversations.Attheendofeachconversation,oneormorequestionswillbeaskedaboutwhatwassaid.Boththeconversationandthequestionswillbespokenonlyonce.Aftereachquesti
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