1、 1 2008 年 6 月 大学英语四级试卷 Part I Writing (30 minutes) Recreational Activities 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 least 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
2、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
3、 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 tha
4、t 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
5、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 segment of the audience. the
6、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 televis
7、ion 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 programmi
8、ng 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
9、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 m
10、essage 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 develo
11、p 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 tha
12、n 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,
13、on the way home, and in the evening hours. Two major changessatellite and Internet radiowill 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
14、will increasingly attract target audiences who live many miles apart. Magazines 2 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
15、. 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 magazines other readers. Advertisers see magazines as an efficient way of reaching target
16、 audience members. Advertisers using the print mediamagazines and newspaperswill 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
17、have to understand how to use an increasing number of magazines for their target audiences. Although some magazines w ill 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,
18、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
19、 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 w
20、ith 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 an
21、d 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 fu
22、ture. 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 cons
23、umers to communicate a clients 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 me
24、dium in that _. A) it has large audiences B) it appeals to housewives C) it helps build up a companys 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) adve
25、rtisers 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 effecti
26、vely 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
27、_. 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 ma
28、de 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 aud
29、iences 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) 3 Section A 11. A) Given his ankle a good rest. B) Treat his injury immediatel
30、y. 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) Smiths unusual life story. D) Smiths sleeping problem. 14. A) Review the detail of all her lessons. B) Comp
31、are 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 womans apology. C) The woman offered to pay for the mans coffee. D) The woman spilt coffee on the
32、 mans jacket. 16. A) Extremely tedious. B) Hard to understand. C) Lacking a good plot. D) Not worth seeing twice. 17. A) Attending every lecture. B) Doing lots of homework. C) Reading very extensively. D) Using test-taking strategies. 18. A) The digital TV system will offer different programs. B) He
33、 is eager to see what the new system is like. C) He thinks it unrealistic to have 500 channels. D) The new TV system may not provide anything better. Questions 19 to 22 are based on the conversation you have just heard. 19. A) A notice by the electricity board. B) Ads promoting electric appliances.
34、C) The description of a thief in disguise. D) A new policy on pensioners welfare. 20. A) Speaking with a proper accent. B) Wearing an official uniform. C) Making friends with them. D) Showing them his ID. 21. A) To be on the alert when being followed. B) Not to leave senior citizens alone at home. C
35、) Not to let anyone in without an appointment. D) To watch out for those from the electricity board. 22. A) She was robbed near the parking lot. B) All her money in the bank disappeared. C) The pension she had just drawn was stolen. D) She was knocked down in the post office. Questions 23 to 25 are
36、based on the conversation you have just heard. 23. A) Marketing consultancy. B) Professional accountancy. C) Luxury hotel management. D) Business conference organization. 24. A) Having a good knowledge of its customs. B) Knowing some key people in tourism. C) Having been to the country before. D) Be
37、ing able to speak Japanese. 25. A) It will bring her potential into full play. B) It will involve lots of train travel. C) It will enable her to improve her Chinese. D) It will give her more chances to visit Japan. Section B Passage One Questions 26 to 28 are based on the conversation you have just
38、heard. 26. A) The lack of time. B) The quality of life. C) The frustrations at work. D) The pressure on working families. 27. A) They were just as busy as people of today. B) They saw the importance of collective efforts. C) They didnt complain as much as modern man. D) They lived a hard life by hun
39、ting and gathering. 28. A) To look for creative ideas of awarding employees. B) To explore strategies for lowering production costs. C) To seek new approaches to dealing with complaints. D) To find effective ways to give employees flexibility. Passage Two Questions 29 to 31 are based on the conversa
40、tion you have just heard. 29. A) Family violence. B) The Great Depression. C) Her fathers disloyalty. D) Her mothers bad temper. 30. A) His advanced age. B) His childrens efforts. C) His improved financial condition. D) His second wifes positive influence. 31. A) Love is blind. B) Love breeds love.
41、C) Divorce often has disastrous consequences. D) Happiness is hard to find in blended families. Passage Three Questions 32 to 35 are based on the conversation you have just heard. 32. A) It was located in a park. B) Its owner died of a heart attack. C) It went bankrupt all of a sudden. D) Its potted
42、 plants were for lease only. 33. A) Planting some trees in the greenhouse. B) Writing a want ad to a local newspaper. C) Putting up a Going Out of Business sign. D) Helping a customer select some purchases. 4 34. A) Opening an office in the new office park. B) Keeping better relations with her compa
43、ny. C) Developing fresh business opportunities. D) Building a big greenhouse of his own. 35. A) Owning the greenhouse one day. B) Securing a job at the office park. C) Cultivating more potted plants. D) Finding customers out of town. Section C Were now witnessing the emergence of an advanced economy
44、 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 knowledge. Tomorrows wealth depends on the development and exchange of knowledge. And (39) _ entering the workforce
45、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: (41) _, and data. What does all this mean for you? As a future knowledge worker, you can expect to be (42) _, processing
46、, as well as exchanging information, (43) _, three out of hour jobs involve some form of mind work, and that number will increase sharply in the future. Management and employees alike (44)_. In the new world of work, you can look forward to being in constant training (45) _. And dont wait for someon
47、e to empower you. You have to empower yourself. Part IV Reading Comprehension (Reading in Depth) (25 minutes) Section A Some years ago I was offered a writing assignment that would require three months of travel through Europe. I had been abroad a couple of times, but I could hardly _47_ to know my
48、way around the continent. Moreover, my knowledge of foreign languages was _48_ to a little college French. I hesitated. How would I, unable to speak the language, _49_ unfamiliar with local geography or transportation systems, set up _50_ and do research? It seemed impossible, and with considerable
49、_51_ I sat down to write a letter begging off. Halfway through, a thought can through my mind: you can learn if you dont try. So I accepted the assignment. There were some bad _52_. But by the time I had finished the trip I was an experienced traveler. And ever since, I have never hesitated to head fo
