新大学英语四级考试试题及参考答案.docx

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