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1、2008年6月大学英语四级考试真题Directions：For this part, you are allowed 30 minutes to write a short essay entitled Recreational Activities. You should write at least 120 words following the outline given below.1. 娱乐活动多种多样2. 娱乐活动可以使人们受益, 也可能带来危害3. 作为大学生, 我认为Part Il Reading Comprehension(Skimming and Scanning) (15
2、 minutes) 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 advertising. We focus our attention on seven types of advertising
3、：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 four Americans have seen the game show Who Wants to Be a Millio
4、naire, 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 mediu
5、m, 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 instance, is watched by people who play golf；Home and Garden Televis
6、ion is seen by those interested in household improvement projects. Thus, audiences are smaller and more homogeneous than they have been in the past. Second, there is an increase in the number of television channels available to viewers, and thus, advertisers. This has also resulted in an increase in
7、 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
8、After 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 circulation(发行量) by 40% and is now available for home delivery in 168 cities
9、. 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, advertisem
10、ents 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 of loyalty from local readers.RadioAdvertising on radio continues to gro
11、w. Radio is often used in conjunction with outdoor billboards(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 companie
12、s 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 changessatellite and Internet radiowill f
13、orce 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.MagazinesNewsweeklies, wo
14、mens 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 magazi
15、ne audiences are more homogeneous. If you read Sports Illustrated, for example, you have much in common with the magazines other readers. Advertisers see magazines as an efficient way of reaching target audience members.Advertisers using the print mediamagazines and newspaperswill need to adapt to t
16、wo 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 how to use an increasing number of magazines for their target audiences. Although s
17、ome 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 increasingly effective way of reaching consumers, who are more active than ever before. Man
18、y 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
19、 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 bill board in 2 hours, compared with 6 days previously. This allows advertisers more variety in the types of messages they create because the
20、y 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 Internet, the ability of television and radio to get the word out to consumers will dec
21、rease. 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
22、 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 message. Direct mail includes newsletters postcards and special promotions. Direct
23、 mail is an effective way to build relationship 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 housewivesC) it helps build up a companys reputationD) it i
24、s 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 other media has decreasedD) the number of TV ads people can see has increased3. Compared with television,
25、 newspapers as an advertising medium .A) earn a larger annual ad revenue B) convey more detailed messagesC) use more production techniques D) get messages out more effectively4. Advertising on radio continues to grow because .A) more local radio stations have been set upB) modern technology makes it
26、 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 audiences B) appeal to educated peopleC) attract diverse audiences D) convey all kinds of messages6. Out-of-home advert
27、ising has become more effective because .A) billboard can be replaced within two hoursB) consumers travel more now than ever beforeC) such ads have been made much more attractiveD) the pace of urban life is much faster nowadays7. The challenge to Internet advertisers is to create ads that are .A) qu
28、ick to update B) pleasant to look atC) easy to remember D) convenient to access8. Internet advertisers will have to adjust their methods to reach audiences that tend to be .9. Direct mail is an effective form of advertising for businesses to develop .10. This passage discusses how advertisers select
29、 for advertisements.Questions 47 to 56 are based on the following passage.Some years ago I was offered a writing assignment that would require three months of travel through Europe. I had been aboard a couple of times, but I could hardly 47 to know my way around the continent. Moreover, my knowledge
30、 of foreign languages was 48 to a little college French.I hesitated. How would I, unable to speak the language, 49 unfamiliar with local geography or transportation systems, set up 50 and do research? It seemed impossible, and with considerable 51 . I sat down to write a letter begging off. Halfway
31、through, a thought ran through my mind：you cant learn if you dont try. So I accepted the assignment.There were some bad 52 . But by the time I had finished the trip I was an experienced traveler. And ever since, I have never hesitated to head for even the most remote of places, without guides or eve
32、n 53 bookings, confident that somehow I will manage.The point is that the new, the different, is almost by definition 54 .But each time you try something, you learn, and as the learning piles up, the world opens to you.Ive learned to ski at 40, and flown up the Rhine River in a 55 . And I know Ill g
33、o on doing such things. Its not because Im braver or more daring than others. Im not, but Ill accept anxiety as another name for challenge and I believe I can 56 wonders.A) accomplishD) claim G) interviews J) momentsM) regretB) advancedE) constantly H) limitedK) newsN) scaryC) balloonF) declare I) m
34、anufacture L) reducedO) totallyPassage OneGlobal warming may or may not be the great environmental crisis of the 21st century, butregardless of whether it is or isntwe wont do much about it. We will argue over it and may even, as a nation, make some fairly solemn-sounding commitments to avoid it. Bu
35、t the more dramatic and meaningful these commitments seem, the less likely they are to be observed.Al Gore calls global warming an “inconvenient truth”, as if merely recognizing it could put us on a path to a solution. But the real truth is that we dont know enough to relieve global warming, andwith
36、out major technological breakthroughswe cant do much about it.From 2003 to 2050, the worlds population is projected to grow from 6.4 billion to 9.1 billion, a 42% increase. If energy use per person and technology remain the same, total energy use and green house gas emissions (mainly CO2) will be 42
37、% higher in 2050. But thats too low, because societies that grow richer use more energy. We need economic growth unless we condemn the worlds poor to their present poverty and freeze everyone elses living standards. With modest growth, energy use and greenhouse emissions more than double by 2050. No
38、 government will adopt rigid restrictions on economic growth and personal freedom (limits on electricity usage, driving and travel) that might cut back global warming. Still, politicians want to show theyre “doing something”. Consider the Kyoto protocol(京都议定书) . It allowed countries that joined to p
39、unish those that didnt. But it hasnt reduced CO2 emissions( up about 25since 1990) , and many signatories(签字国) didnt adopt tough enough policies to hit their 2008-2012 targets.The practical conclusion is that if global warming is a potential disaster, the only solution is new technology. Only an agg
40、ressive research and development program might find ways of breaking our dependence on fossil fuels or dealing with it.The trouble with the global warming debate is that it has become a moral problem when its really an engineering one. The inconvenient truth is that if we dont solve the engineering
41、problem, were helpless.57. What is said about global warming in the first paragraph？A) It may not prove an environmental crisis at all.B) It is an issue requiring worldwide commitments. C) Serious steps have been taken to avoid or stop it.D) Very little will be done to bring it under control.58. Acc
42、ording to the authors understanding, what is AL Gores view on global warming?A) It is a reality both people and Politicians are unaware of.B) It is a phenomenon that causes us many inconveniences.C) It is a problem that can be solved once it is recognized.D) It is an area we actually have little kno
43、wledge about.59. Greenhouse emissions will more than double by 2050 because of .A) economic growth B) wasteful use of energyC) the widening gap between the rich and poorD) the rapid advances of science and technology60. The author believes that, since the signing of the Kyoto Protocol, .A) politicia
44、ns have started to do something to better the situationB) few nations have adopted real tough measures to limit energy useC) reductions in energy consumption have greatly cut back global warmingD) international cooperation has contributed to solving environmental problems61. What is the message the
45、author intends to convey?A) Global warming, is more of a moral issue than a practical one.B) The ultimate solution to global warming lies in new technology.C) The debate over global warming will lead to technological breakthroughs.D) People have to give up certain material comforts to stop global wa
46、rming.Passage TwoSomeday a stranger will read your e-mail without your permission or scan the websites youve visited. Or perhaps someone will casually glance through your credit card purchases or cell phone bills to find out your shopping preferences or calling habits.In fact, its likely some of the
47、se things have already happened to you. Who would watch you without your permission? It might be a spouse, a girlfriend, a marketing company, a boss, a cop or a criminal. Whoever it is, they will see you in a way you never intended to be seenthe 21st century equivalent of being caught naked.Psycholo
48、gists tell us boundaries are healthy, that its important to reveal yourself to friends, family and lovers in stages, at appropriate times. But few boundaries remain. The digital bread crumbs(碎屑) you leave everywhere make it easy for strangers to reconstruct who you are, where you are and what you like. In some cases, a simple Google search can reveal what you think. Like it or not, increasingly we live in a wo
