2008年6月英语四级真题及答案

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2008 年 6 月英语四级真题及答案

Part I Writing (30 minutes)

Recreational Activities

D i r e c t i o n s : F o r t h i s p a r t , y o u a r e a l l o w e d 3 0 m i n u t e s t o w r i t e A L e t t e r o f

A polo g y a c c o r d i n g t o t h e o u t l i n e g i v e n b e l o w . Y o u s h o u l d w r i t e a t l e a s t 1 2 0

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。

Part II Reading Comprehension (Skimming and Scanning) (15 minutes)

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 discuss

here the major types of media used in advertising. We focus on attention on

seven types of advertising: television, newspapers, radio, magazines, out-of-

home, Internet, and direct mail.

Television

Television in 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 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 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.

Television’s 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 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 the

number of television channels available to viewers, and thus, advertisers.

This had 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, control over

programming is being passed from the networks to local cable operators and

satellite programmers.

Newspapers

After television, the medium attracting the next largest annual as 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. 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, advertisements can be printed 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.

Radio

Advertising on radio continues to grow. Radio is often used in conjunction

with outdoor

bill-boards

( 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 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 to 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 they could

receive in the past. As a result, radio will increasingly attract target

audiences who live many miles apart.

Magazines

Newsweeklies, women’s 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 magazine audiences are more homogeneous. If you read

Sports

Illustrated

, for example, you have such in common with the magazine’s other

readers. Advertisers see magazines as an efficient way of reaching target

audience members.

Advertisers using the print media—magazines and newspapers—will need to

adapt to two main changes. First, the Internet will bring larger audiences to

local newspapers. 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 some magazines will maintain national audiences, a large number of

magazines will entertain narrower audiences.

Out-of-home advertising

Out-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 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 more effective medium than in the past. Using the 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.

Internet

As 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 decrease. 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 to reach

these audiences and will have to adapt their persuasive strategies to the

inline medium as well.

Direct mail

A final advertising medium is direct mail, which uses mailings to consumers

to communicate a client’s message. Direct mail includes newsletters,

postcards, and special promotion. Direct mail is an effective way to build

relationships 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 housewives

C) it helps build up a company’s reputation

D) it is affordable to most advertisers

2. With the increase in the number of TV channels, ________.

A) the cost of TV advertising has decreased

B) the number of TV viewers has increased

C) advertisers’ interest in other media has decreased

D) the number of TV ads people can see has increased

3. Compare with television, newspapers as an advertising medium _______.

A) earn a larger annual 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 consumers

D) it has been revolutionized by Internet radio

5. Magazines are seen by advertisers as an efficient way to _______.

A) reach target audiences

B) appeal to educated people

C) attract diverse audiences

D) convey all kinds of messages

6. Out-of-home advertising has become more effective because _______.

A) billboards can be replaced within two hours

B) consumers travel more now than 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 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 effective form of advertising for business to develop

________.

10. This passage discusses how advertisers select ________ for advertisements.

Part III Listening Comprehension (35 minutes)

Section A

11. A) Given his ankle a good rest.

B) Treat his injury immediately.

C) Continue his regular activities.

D) Be careful when climbing steps.

12. A) On a train.

B) On a plane.

C) In a theater.

D) In a restaurant.

13. A) A tragic accident.

B) A sad occasion.

C) Smith’s unusual life story.

D) Smith’s sleeping problem.

14. A) Review the detail of all her lessons.

B) Compare notes with his classmates.

C) Talk with her about his learning problems.

D) Focus in the main points of her lectures.

15. A) The man blamed the woman for being careless. B) The man misunderstood

the woman’s apology.

C) The woman offered to pay for the man’s coffee. D) The woman spilt

coffee on the man’s jacket.

16. A) Extremely tedious.

B) Hard to understand.

C) Lacking a good plot.

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