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1、大学英语四级考试全国统考试卷（2008年6月）Part I Writing (30 minutes) 15%(注意：此部分试题在答题卡1上。)Directions: For this part, you are allowed 30 minutes to write a composition on the topic Recreational Activities. 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
2、.作为大学生，我的看法。_ Part II Reading Comprehension (Skimming and Scanning) (15 minutes) 10%Directions: In this part, you will have 15 minutes to go over the passage quickly and answer the questions on Answer sheet 1. For questions 1-7, choose the best answer from the four choices marked ABCD, for questions
3、 8-10, complete the sentences with the information given in the passage.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 adv
4、ertising. We focus our attention on seven types of advertising: television, newspapers, radio, magazines, out-of-home, Internet, and direct mail.TelevisionTelevision is an attractive medium for advertising because it delivers mass audiences to advertisers. When you consider that nearly three out of
5、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 t
6、his type of communication. 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 insta
7、nce, 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 number of television channels available to
8、 viewers, and thus advertisers. This has 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 th
9、e networks to local cable operators and satellite programmers.NewspapersAfter television, the medium attracting the next largest annual ad 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 circu
10、lation(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 t
11、hey can through television. Given new production techniques, advertisements can be printed in newspapers 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 o
12、f loyalty from local readers.RadioAdvertising 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 m
13、eans 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
14、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 at
15、tract target audiences who live many 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 suc
16、h as network television attracts all types of audience members, but magazine audiences are more homogeneous. If you read Sports Illustrated., for example, you will have much in common with the magazines other readers. Advertisers see magazines as an efficient way of reaching target audience members.
17、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 newspaper. These audiences will be more diverse and geographically dispersed (分散) than in the past. Second, advertisers will have to understand
18、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 advertisingOut-of-home advertising, also called place-based advertising, has become an increasi
19、ngly 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 distanc
20、es 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 digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. Thi
21、s allows advertisers more variety in 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 Inter
22、net, 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
23、 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 online medium as well.Direct mailA final advertising medium is direct mail, which uses mailings to consumers to communicate a clients
24、message. Direct mail includes newsletters, postcards and special promotions. Direct mail is an effective way to build relationships with consumers. For many businesses, direct mail is the most effective form of advertising.注意：此部分试题请在答题卡1上作答。1. Television is an attractive advertising medium in that _
25、.A) it has large audiencesB) it appeals to housewivesC) 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 oth
26、er media has decreasedD) the number of TV ads people can see has increased3. Compared with television, newspaper 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 c
27、ontinues to grow because _.A) more local radio stations 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) appea
28、l to educated peopleC) attract diverse audiencesD) convey all kinds of messages6. Out-of-home advertising has become more effective because _.A) billboards can be replaced within two hours B) consumers travel more now than ever beforeC) such ads have been made much more attractiveD) the pace of urba
29、n life is much faster nowadays7. The challenge to Internet 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 effe
30、ctive form of advertising for businesses to develop_.10. This passage discusses how advertisers select _ for advertisements.Part III Listening Comprehension (35 minutes) 35%Section A 15%（151%）Directions: In this section, you will hear 8 short conversations and 2 long conversations. At the end of eac
31、h conversation, one or more questions will be asked about what was said. Both the conversation and the questions will be spoken only once. After each question there will be a pause. During the pause, you must read the four choices marked A), B), C) and D), and decide which is the best answer. Then m
32、ark the corresponding letter on Answer Sheet 2 with a single line through the centre.注意：此部分试题请在答题卡2上作答。Questions 11 to 18 are based on the conversation you have just heard.11. A) Give his ankle a good rest. C) Continue his regular activities. B) Treat his injury immediately.D) Be careful when climbi
33、ng steps.12. A) On a train. C) In a theater. B) On a plane. D) In a restaurant.13. A) A tragic accident. C) Smiths unusual life story.B) A sad occasion. D) Smiths sleeping problem.14. A) Review the details of all her lessons.B) Compare notes with his classmates.C) Talk with her about his learning pr
34、oblems.D) Focus on the main points of her lectures.15. A) The 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. C) Lacking a good plot.B) Hard to u
35、nderstand. D) Not worth seeing twice.17. A) Attending every lecture. C) Reading very extensively.B) Doing lots of homework.D) Using test-taking strategies.18. A) The digital TV system will offer different programs.B) He is eager to see what the new system is like.C) He thinks it unrealistic to have
36、500 channels.D) The new TV system may not provide anything better.Questions 19 to 22 are based on the conversation you have just heard. 19. A) A notice by the electricity board. B) Ads promoting electric appliances. C) The description of a thief in disguise.D) A new policy on pensioners welfare.20.
37、A) Speaking with a proper accent. B) Wearing an official uniform.C) Making friends with them.D) Showing them his ID.21. A) To be on the alert when being followed.B) Not to leave senior citizens alone at home.C) Not to let anyone in without an appointment.D) To watch out for those from the electricit
38、y board.22.A) She was robbed near the parking lot. B) All her money in the bank disappeared. C) The pension she had just drawn was stolen. D) She was knocked down in the post office.Questions 23 to 25 are based on the conversation you have just heard.23.A) Marketing consultancy.B) Professional accou
39、ntancy.C) Luxury hotel management.D) Business conference organization.24.A) Having a good knowledge of its customs.B) Knowing some key people in tourism.C) Having been to the country before.D) Being able to speak Japanese.25.A) It will bring her potential into full play.B) It will involve lots of tr
40、ain travel.C) It will enable her to improve her Chinese.D) It will give her more chance to visit Japan.Section B 10%（101%）Directions: In this section, you will hear 3 short passages. At the end of each passage, you will hear some questions. Both the passage and the questions will be spoken only once
41、. After you hear a question, you must choose the best answer from the four choices marked A), B), C) and D). Then mark the corresponding letter on Answer Sheet 2 with a single line through the centre.注意：此部分试题请在答题卡2上作答。Passage OneQuestions 26 to 28 are based on the passage you have just heard.26.A) T
42、he lack of time C) The frustrations at workB) The quality of lifeD) The pressure on working families27. A) They were just as busy as people of today. B) They saw the importance of collective efforts. C) They didnt complain as much as modern man. D) They lived a hard life by hunting and gathering.28.
43、A) To look for creative ideas of awarding employees.B) To explore strategies for lowering production costs.C) To seek new approaches to dealing with complaints.D) To find effective ways to give employees flexibility.Passage Two Questions 29 to 31 are based on the passage you have just heard.29.A) Fa
44、mily violence.C) Her fathers disloyalty.B) The Great Depression. D) Her mothers bad temper.30.A) His advanced age.C) His improved financial condition.B) His childrens efforts.D) His second wifes positive influence.31.A) Love is blind. B) Love breeds love. C) Divorce often has disastrous consequences. D)
