NECT4 086.docx

NECT4 086.docx

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NECT4086

2008年6月新大学英语四级考试真题

PartIWriting（30minutes）15%（注意：

此部分试题在答题卡1上。

）

Recreationalactivity

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-of-homeadvertisinghasbecomemoreeffectivebecause________.

A）billboardcanbereplacedwithintwohours

B）consumerstravelmorenowthaneverbefore

C）suchadshavebeenmademuchmoreattractive

D）thepaceofurbanlifeismuchfasternowadays

7.ThechallengetoInternetadvertisersistocreateadsthatare________.

A）quicktoupdateB）pleasanttolookat

C）easytorememberD）convenienttoaccess

8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe.

9.Directmailisaneffectivefromofadvertisingforbusinessestodevelop.

10.Thispassagediscusseshowadvertisersselectforadvertisements.

PartIIIListeningComprehension（35minutes）35%

SectionA15%（15×1%）注意：

此部分试题请在答题卡2上作答。

Questions11to18arebasedontheconversationyouhavejustheard.

11.（A）Givehisankleagoodrest.（C）Continuehisregularactivities.

（B）Treathisinjuryimmediately.（D）Becarefulwhenclimbingsteps.

12.（A）Onatrain.（C）Inatheater.

（B）Onaplane.（D）Inarestaurant.

13.（A）Atragicaccident.（C）Smith'sunusuallifestory.

（B）Asadoccasion.（D）Smith'ssleepingproblem.

14.（A）Reviewthedetailsofallherlessons.（B）Comparenoteswithhisclassmates.

（C）Talkwithherabouthislearningproblems.（D）Focusonthemainpointsofherlectures.

15.（A）Themanblamedthewomanforbeingcareless.

（B）Themanmisunderstoodthewoman'sapology.

（C）Thewomanofferedtopayfortheman'scoffee.

（D）Thewomanspiltcoffeeontheman'sjacket.

16.（A）Extremelytedious.（C）Lackingagoodplot.

（B）Hardtounderstand.（D）Notworthseeingtwice.

17.（A）Attendingeverylecture.（C）Readingveryextensively.

（B）Doinglotsofhomework.（D）Usingtest-takingstrategies.

18.（A）ThedigitalTVsystemwillofferdifferentprograms.

（B）Heiseagertoseewhatthenewsystemislike.

（C）Hethinksitunrealistictohave500channels.

（D）Thene