1、2008 年 6 月大学英语四级考试真题Part I Writing (30 minutes)Recreational Activities1. 娱乐活动多种多样，2. 娱乐可能使人们受益，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 AdvertisementsAfter determining the target audience for a product or service, advertising agencie
2、s must select the appropriate media for the advertisement. We discuss here major types of media used in advertising. We focus our attention on seven types of advertising: television, newspapers, radio, magazines, out-ofhome, Internet, and direct mail.TelevisionTelevision is an attractive medium for
3、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 exampl
4、e, 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.Televisions influence on advertising is fourfold. First, narrowcasting means that t
5、elevision 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 t
6、hey have been in the past. Second, there is an increase in the 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 member
7、s more control over which commercials they watch. Fourth, control over programming is being passed from the networks to local cable operators and satellite programmers.NewspapersAfter television, the medium attracting the next largest annual ad revenue is newspapers. The New York Times, which reache
8、s 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
9、 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 newspapers in about 48 hours, meaning newspapers are also a quick way of getting the message out, Ne
10、wspapers are often the most important form of news for a local community, and they develop a high degree of loyalty from local readers.RadioAdvertising on radio continues to grow. Radio is often used in conjunction with outdoor billboards(广告牌) and the Internet to reach even more customers than telev
11、ision. 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 t
12、imes or 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 Internet radiowill force radio advertisers to adapt their methods. Both of these radio forms allow listeners to tune in stations that are more
13、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.MagazinesNewsweeklies, womens titles, and business magazines have all seen increases in advertising because they attract the high-end market, Magazi
14、nes 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 much in common with the magazines
15、other readers. Advertisers see magazines as an efficient way of reaching target 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
16、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
17、 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 billboards, newsstands, and bus shelters for advertising
18、 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 digital prin
19、ting, 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 become more comfortable with online shopping, advertisers wi
20、ll 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 pla
21、y 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 online medium as well.Direct mailA fin
22、al 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. For many businesses. direct mail is the most effective
23、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 companys reputation D) it is affordable to most advertisers2. With the increase in the number of TV channels, _ .A) the cost of TV advertising
24、 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 increased3. Compared with television, newspapers as an advertising medium _ .A) earn a larger annual ad revenue B) convey more detailed messages C)
25、 use more production techniques D) get messages out more effectively4. Advertising on radio continues to grow because _ .A) more local radio stations have been set up B) modern technology makes it more entertainingC) it provides easy access to consumers D) it has been revolutionized by Internet radi
26、o5. 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) consum
27、ers travel more now than ever beforeC ) 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 access8. Interne
28、t advertisers will have to adjust their methods to reach audiences that tend to be _ .9. Direct mail is an effective form of advertising for businesses to develop _ .10. This passage discusses how advertisers select _ for advertisements.Part III Listening Comprehension (35 minutes)Section A11. A) Gi
29、ve his ankle a good rest B) Treat his injury immediatelyC) Continue his regular activities D) Be careful when climbing steps12. A) On a train B) On a plane C) In a theater D) In a restaurant13. A) A tragic accident B) A sad occasion C) Smiths unusual life story D) Smiths sleeping problem14. A) Revie
30、w the details of all her lessons B) Compare notes with his classmates C) Talk with her about his learning problems D) Focus on the main points of her lectures15. A) The man blamed the woman for being careless B) The man misunderstood the womans apologyC) The woman offered to pay for the mans coffee
31、D) The woman spilt coffee on the mans jacket16. A) Extremely tedious B) Hard to understand C) Lacking a good plot D) Not worth seeing twice17. A) Attending every lecture B) Doing lots of homework C) Reading very extensively D) Using test-taking strategies18. A) The digital TV system will offer diffe
32、rent programs B) He is eager to see what the new system is likeC) He thinks it unrealistic to have 500 channels D) The new TV system may not provide anything betterQuestions 19 to 22 are based on the conversation you have just heard19. A) A notice by the electricity board B) Ads promoting electric a
33、ppliancesC) The description of a thief in disguise D) A new policy on pensioners welfare20. A) Speaking with a proper accent B) Wearing an official uniform C) Making friends with them D) Showing them his ID21. A) To be on the alert when being followed B) Not to leave senior citizens alone at homeC)
34、Not to let anyone in without an appointment D) To watch out for those from the electricity board22. A) She was robbed near the parking lot B) All her money in the bank disappearedC) The pension she had just drawn was stolen D) She was knocked down in the post officeQuestions 23 to 25 are based on th
35、e conversation you have just heard23. A) Marketing consultancy B) Professional accountancyC) Luxury hotel management D) Business conference organization24. A) Having a good knowledge of its customs B) Knowing some key people in tourismC) Having been to the country before D) Being able to speak Japan
36、ese25. A) It will bring her potential into full play B) It will involve lots of train travelC) It will enable her to improve her ChineseD) It will give her more chances to visit JapanSection BPassage One Questions 26 to 28 are based on the passage you have jus heard26. A) The lack of time B) The qua
37、lity of life C) The frustrations at work D) The pressure on working families27. A) They were just as busy as people of today B) They saw the importance of collective effortsC) They didnt complain as much as modern man D) They lived a hard life by hunting and gathering28. A) To look for creative idea
38、s 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 flexibilityPassage Two Questions 29 to 31 are based on the passage you have just heard29. A) Family violence B) The Great De
39、pression C) Her fathers disloyalty D) Her mothers bad temper30. A) His advanced age B) His childrens efforts C) His improved financial condition D) His second wifes positive influence31. A) Love is blind B) Love breeds loveC) Divorce often has disastrous consequences D) Happiness is hard to find in
40、blended familiesPassage ThreeQuestions 32 to 35 are based on the passage you have just heard32. 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 plants were for lease only33. A) Planting some trees in the greenhouse B) Writing a want a
41、d to a local newspaperC) Putting up a Going Out of Business sign D) Helping a customer select some purchases 34. A) Opening an office in the new office park B) Keeping better relations with her company C) Developing fresh business opportunities D) Building a big greenhouse of his own35. A) Owning th
42、e greenhouse one day B) Securing a job at the office parkC) Cultivating more potted plants D) Finding customers out of townSection CWere 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) _ i
43、n 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 offer their knowledge, not their muscles. Knowledge workers get paid for their education and their ability to l
44、earn. Knowledge workers (40) _ in mind work. They deal with symbols: words, (41) _ , 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, an
45、d 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) _ . You can also expect to be taking greater control of your career. Gone are the nine-to-five jobs, lifetime security, predicta
46、ble promotions, and even the conventional workplace, as you are familiar with. (46) _. And dont wait for someone to “empower” you. You have to empower yourself.Part IV Reading Comprehension (Reading in Depth) (25 minutes)Section AQuestions 47 to 56 are based on the following passageSome years ago I
47、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 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 51 I sat down to write a letter begging off. Halfway through, a thou
