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1、12008 年年 6 月月 21 日大学英语四级考试日大学英语四级考试(新题型新题型)试题试题Part Writing (30 minutes) Directions: For this part, you are allowed 30 minutes to write a composition on Recreational Activities according to the outline given below. You should write at least 120 words following the outline given below in Chinese. Rec
2、reational Activities1. 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Part Reading Comprehension (Skimming and Scanning) (15 minutes) 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
3、from the four choices marked A) , B) , C) and D) . For questions 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 ad
4、vertisement. We discuss here the major types of media used in advertising. 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 aud
5、iences to advertisers. When you consider that nearly three out of 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
6、the brand and its image. Television provides an ideal vehicle for this 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 incre
7、asingly narrow segment of the audience. The Golf Channel, for instance, 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, th
8、ere is an increase in the number of television channels available to 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
9、 they watch. Fourth, control over programming is being passed from the 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
10、$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 dries. Locally, newspapers are the largest advertising medium.Newspapers are a less expensive advertising medium than television and provide a way for advertisers t
11、o communicate a longer, more detailed message to their audience than they can through television. Given new production techniques, advertisements can be printed in 2newspapers in about 48 hours, meaning newspapers are also a quick way of getting the massage out. Newspapers are often the most importa
12、nt form of news for a local community, and they develop a high degree of loyalty from local readers. RadioAdvertising on radio continues to grow. 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 u
13、se radio because it is a less expensive medium than television, which means 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 t
14、o radio on their way to school or work, at work, on the way home, and 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 t
15、hey could receive in the past. As a result, radio will increasingly attract target audiences who live many miles apart. MagazinesNewsweeklies, womens rifles, and business magazines have all seen increases in advertising because they attract the high-end market. Magazines are popular with advertisers
16、 because of the narrow market that they deliver. A broadcast medium such as network television attracts all types of audience members, but magazine 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 media magazines and newspapers will need
