hykntc2010年6月大学英语四级试题及答案.doc

1、-+懒惰是很奇怪的东西，它使你以为那是安逸，是休息，是福气；但实际上它所给你的是无聊，是倦怠，是消沉;它剥夺你对前途的希望，割断你和别人之间的友情，使你心胸日渐狭窄，对人生也越来越怀疑。罗兰2010年6月大学英语四级试题及答案一. 写作部分（9：009：30）Part Writing (30 minutes)Directions: For this part, you are allowed 30 minutes to write A Letter of Apology according to the outline given below. You should write at leas

2、t 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.作为大学生，我的看法。二.快速阅读（9：309：45）Media Selection for Advertisements After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement. We dis

3、cuss 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 audiences to advertise

4、rs. 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 the brand and its im

5、age. 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 increasingly narrow segmen

6、t 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, there is an increase in t

7、he 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 they watch. Fourth, co

8、ntrol over programming is being passed from the networks to local cable operators and satellite programmers.Newspaper?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

9、 annually, ii m increased its national circulation (发行量) by 40% and is now available for home delivery in ion ciues. 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. m

10、ore detailed message to their audience than they can through 48 hours,meaning newspapers are also a quick way of getting the massage out.Newspapers are ofen the most important form of news for a local community, and they develop a high degree of loyalty from local reader.Radio Advertising on radio c

11、ontinues to grow Radio is often used in conjunction with outdoor bill-boards (广告牌) and ihe 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 repeal their ads often. I

12、nternet companies are also turning 10 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 Inte

13、rnet radiowill force radio advertisers to adapt their methods. Both of these radio forms allow listeners to tune in stations that are more distant than thelocal stations they could receive in the past. As a result, radio will increasingly attract target audiences who live many miles apart. Magazines

14、Newsweeklies, 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 such as network television attracts all types of audience mem

15、bers, 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.Advertiser using the print media-magazines and newspapers-will n

16、eed to adapt to two main changes. First, the internet will bring larger audiences to local newspapers, these second. Advertisers will have to understand how to use an increasing number of magazines for their target audiences. Although some magazines will maintain national audiences, a large number o

17、f 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. Many consumers today do not sit at home and watch television. Using

18、 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 has changed the nature of the billboard business, making it a m

19、ore effective medium than in the past.Using digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. This allows advertisers more variety in the types of messages they create because they. Can change their messages more quickly.InternetAs consumers bec

20、ome 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 decrease. The challenge to Internet advertisers Is to create ads that

21、 audience members remember. Internet advertising will play a more prominent role in organizations advertising in the near ftuture. Internet audiences tend to be quite homogeneous, but small. Advertisers will have to adjust their methods to reach these audiences and will have to adapt their persuasiv

22、e 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 mail is an effective way to build relationships with consumers

23、.For many businesses.direct mail is the most effective from 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 reputation D) it is affordable to most advertiser 2. With the increase in the num

24、ber of TV channels_. A) the cost of TV advertising has decreased B) the nuiflber of TV viewers has increased C) advertisers interest in other media has decreasedD) the number of TV ads people can see has increased3.Compared with television, newspapers as an advertising medium_. A) earn a larger annu

25、al ad revenue B) convey more detailed messages C) use more production techniques D) get messages out more effectively 4.Advertising on radio continues to grow because _. A) more local radio stations have been set up B) modern technology makes it more entertaining C) it provides easy access to consum

26、ers D) it has been revolutionized by Internet radio. 5.Magazines are seen by advertisers as an efficient way to_.A) reach target audiences B) modern technology makes it more entertaining C) appeal to educated people.D) convey all kinds of messages6.Oui-of-home advertising has become more effective b

27、ecause_ A) billboards can be replaced within two hours B) consumers travel more now ever before C) such ads have been made much more attractive D) the pace of urban life is much faster nowadays 7. The challenge to Internet advertisers is to create ads that are_.A) quick to update B) pleasant to look

28、 at C) easy to remember D) convenient to access 8. Internet advertisers will have to adjust their methods to reach audiences that tend to be_ 9.Direct mail is an effecitive form of advertising for businesses to develop_10.This passage discusses how advertisers select_for advertisements.注意：收答题卡一作文和快速

29、阅读部分（9：4510：00）三.听力部分（10：0010：35）Section C注意：此部分试题请在答题卡2上作答。Were now witnessing the emergence of an advanced economy based on information and knowledge. Physical(36)_, raw materials, and capital are no longer the key(37) _ in the creation of wealth. Now, the(38) _ raw material in our economy is know

30、ledge. Tomorrows wealth depends on the development and exchange of knowledge. And(39) _ entering the workforce offer their knowledge, not their muscles. Knowledge workers get paid for their education and their ability to learn. Knowledge workers(40)_ in mind work. They deal with symbols: words,(41)

31、_ and data.What does all this mean for you? As a future knowledge worker, you can expect to be(42) _ , processing, as well as exchanging information. (43)_ , three out of four jobs involve some form of mind work, and that number will increase sharply in the future. Management and employees alike(44)

32、_ .In the new world of work, you can look forward to being in constant training (45)_ . You can also expect to be taking greater control of your career. Gone are the nine-five jobs. lifetime security, predictable promotions, and even the conventional workplace, as you are familiar with. (46)_ , and dont w