大學(xué)英語(yǔ)四級(jí)考試試題真題 (二)

大學(xué)英語(yǔ)四級(jí)考試試題真題

PartIWriting(30minutes)

Directions:Forthispart,youareallowed30minutestowriteA

LetterofApologyaccordingtotheoutlinegivenbelow.Youshouldwrite

atleast120wordsfollowingtheoutlinegivenbelowinChinese.

1.娛樂活動(dòng)多種多樣

2.娛樂活動(dòng)可能使人們受益，也可能有危害性

3.作為大學(xué)生，我的看法。

PartIIReadingComprehension(SkimmingandScanning)(15minutes)

MediaSelectionforAdvertisements

Afterdeterminingthetargetaudienceforaproductorservice,

advertisingagenciesmustselecttheappropriatemediaforthe

advertisement.Wediscussherethemajortypesofmediausedin

advertising.Wefocusourattentiononseventypesofadvertising:

television,newspapers,radio,magazines,out-of-home.Internet,and

directmail.

Television

Televisionisanattractivemediumforadvertisingbecauseitdelivers

massaudiencestoadvertisers.Whenyouconsiderthatnearlythreeout

offourAmericanshaveseenthegameshowWhoWantstoBea

Millionaire?youcanunderstandthepoweroftelevisiontocommunicate

withalargeaudience.Whenadvertiserscreateabrand,forexample,

theywanttoimpressconsumerswiththebrandanditsimage.Television

providesanidealvehicleforthistypeofcommunication.Buttelevisionis

anexpensivemedium,andnotalladvertiserscanaffordtouseit.

Television'sinfluenceonadvertisingisfourfold.First,narrowcasting

meansthattelevisionchannelsareseenbyanincreasinglynarrow

segmentoftheaudience.TheGolfChannel,forinstance.

iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionis

seenbythoseinterestedinhouseholdimprovementprojects.Thus,

audiencesaresmallerandmorehomogeneous（具有共同特點(diǎn)的）than

theyhavebeeninthepast.Second,thereisanincreaseinthenumberof

televisionchannelsavailabletoviewers,andthus,advertisers.Thishas

alsoresultedinanincreaseinthesheernumberofadvertisementsto

whichaudiencesareexposed.Third,digitalrecordingdevicesallow

audiencemembersmorecontroloverwhichcommercialstheywatch.

Fourth,controloverprogrammingisbeingpassedfromthenetworksto

localcableoperatorsandsatelliteprogrammers.

Newspaper?

Aftertelevision,themediumattractingthenextlargestannualad

revenueisnewspapers.TheNewYorkTimes,whichreachesanational

audience,accountsfor$1billioninadrevenueannually,iimincreased

itsnationalcirculation（發(fā)行量）by40%andisnowavailableforhome

deliveryinionciues.Locally,newspapersarethelargestadvertising

medium.

Newspapersarealessexpensiveadvertisingmediumthan

televisionandprovideawayforadvertiserstocommunicatealonger,

moredetailedmessagetotheiraudiencethantheycanthrough48

hours,meaningnewspapersarealsoaquickwayofgettingthemassage

out.Newspapersareofenthemostimportantformofnewsforalocal

community,andtheydevelopahighdegreeofloyaltyfromlocalreader.

Radio

AdvertisingonradiocontinuestogrowRadioisoftenusedin

conjunctionwithoutdoorbill-boards（廣告牌）andiheInternettoreach

evenmorecustomersthantelevision.Advertisersarelikelytouseradio

becauseitisalessexpensivemediumthantelevision,whichmeans

advertiserscanaffordtorepealtheiradsoften.Internetcompaniesare

alsoturning10radioadvertising.Radioprovidesawayforadvertisersto

communicatewithaudiencemembersatalltimesoftheday.Consumers

listentoradioontheirwaytoschoolorwork,atwork,onthewayhome,

andintheeveninghours.

Twomajorchanges-satelliteandInternetradio-willforceradio

advertiserstoadapttheirmethods.Bothoftheseradioformsallow

listenerstotuneinstationsthataremoredistantthanthe

localstationstheycouldreceiveinthepast.Asaresult,radiow川

increasinglyattracttargetaudienceswholivemanymilesapart.

Magazines

Newsweeklies,women'stitles,andbusinessmagazineshaveall

seenincreasesinadvertisingbecausetheyattractthehigh-endmarket,

magazinesarepopularwithadvertisersbecauseofthenarrowmarket

thattheydeliver.Abroadcastmediumsuchasnetworktelevisionattracts

alltypesofaudiencemembers,butmagazineaudiencesaremore

homogeneous,ifyoureadsportsillustrated,forexample,youhavemuch

incommonwiththemagazine'sotherreaders.Advertiserssee

magazinesasanefficientwayofreachingtargetaudiencemembers.

Advertiserusingtheprintmedia-magazinesandnewspapers-will

needtoadapttotwomainchanges.First,theinternetwillbringlarger

audiencestolocalnewspapers,thesesecond.Advertiserswillhaveto

understandhowtouseanincreasingnumberofmagazinesfortheir

targetaudiences.Althoughsomemagazineswillmaintainnational

audiences,alargenumberofmagazineswillentertainnarrower

audiences.

Out-of-homeadvertising

Out-of-homeadvertising.Alsocalledplace-basedadvertising,has

becomeanincreasinglyeffectivewayofreachingconsumers,whoare

moreactivethaneverbefore.Manyconsumerstodaydonotsitathome

andwatchtelevision.Usingb川boards,newsstands,andbussheltersfor

advertisingisaneffectivewayofreachingtheseon-the-goconsumers.

Moreconsumerstravellongerdistancestoandfromwork,whichalso

makesout-of-homeadvertisingeffective,technologyhaschangedthe

natureofthebillboardbusiness,makingitamoreeffectivemediumthan

inthepast.

Usingdigitalprinting,billboardcompaniescanprintabillboardin2

hours,comparedwith6dayspreviously.Thisallowsadvertisersmore

varietyinthetypesofmessagestheycreatebecausethey.

Canchangetheirmessagesmorequickly.

Internet

Asconsumersbecomemorecomfortablewithonlineshopping,

advertiserswillseektoreachthismarketAsconsumersgetmoreoftheir

newsandinformationfromtheInternet,theabilityoftelevisionand

radiotogetthewordouttoconsumerswilldecrease.Thechallengeto

InternetadvertisersIstocreateadsthataudiencemembersremember.

Internetadvertisingwillplayamoreprominentrolein

organizations'advertisinginthenearftuture.Internetaudiencestendto

bequitehomogeneous,butsmall.Advertiserswillhavetoadjusttheir

methodstoreachtheseaudiencesandwillhavetoadapttheir

persuasivestrategiestotheonlinemediumaswell.

Directmail

Afinaladvertisingmediumisdirectmail,whichusesmailingsto

consumerstocommunicateaclient'smessageDirectmailincludes

newsletters.postcardsandspecialpromotions.Directmailisaneffective

waytobuildrelationshipswithconsumers.Formanybusinesses.direct

mailisthemosteffectivefromofadvertising.

1.Televisionisanattractiveadvertisingmediumin

that.

A)ithaslargeaudiences

B)itappealstohousewives

C)ithelpsbuildupacompany'sreputation

D)itisaffordabletomostadvertisers

2.WiththeincreaseinthenumberofTVchannels.

A)thecostofTVadvertisinghasdecreased

B)thenuiflberofTVviewershasincreased

C)advertisers1interestinothermediahasdecreased

D)thenumberofTVadspeoplecanseehasincreased

3.Comparedwithtelevision,newspapersasanadvertising

mediam.

A)earnalargerannualadrevenue

B)conveymoredetailedmessages

C)usemoreproductiontechniques

D)getmessagesoutmoreeffectively

4.Advertisingonradiocontinuestogrowbecause.

A)morelocalradiostationshavebeensetup

B)moderntechnologymakesitmoreentertaining

C)itprovideseasyaccesstoconsumers

D)ithasbeenrevolutionizedbyInternetradio.

5.Magazinesareseenbyadvertisersasanefficientway

to.

A)reachtargetaudiences

B)moderntechnologymakesitmoreentertainingC)appealto

educatedpeople.

D)conveyallkindsofmessages

6.Oui-of-homeadvertisinghasbecomemoreeffective

because_______

A)billboardscanbereplacedwithintwohours

B)consumerstravelmorenoweverbefore

C)suchadshavebeenmademuchmoreattractive

D)thepaceofurbanlifeismuchfasternowadays

7.ThechallengetoInternetadvertisersistocreateadsthat

are.

A)quicktoupdate

B)pleasanttolookat

C)easytoremember

D)convenienttoaccess

8.Internetadvertiserswillhavetoadjusttheirmethodstoreach

audiencesthattendtobe

9.Directmailisaneffectiveformofadvertisingforbusinessesto

develop___________________________

lO.Thispassagediscusseshowadvertisers

selectforadvertisements.

PartIIIListeningComprehension(35minutes)

SectionA

11.A)Givehisankleagoodrest.

B)Treathisinjuryimmediately.

C)Continuehisregularactivities.

D)Becarefulwhenclimbingsteps.

12.A)Onatrain.

B)Onaplane.

C)Inatheater.

D)Inarestaurant.

13.A)Atragicaccident.

B)Afadoccasion

C)Smith'sunusuallifestory.

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.

B)Hardtounderstand.

C)Lackingagootplot.

D)Notworthseeingtwice.

17.A)Attendingeverylecture.

B)Doinglostsofhomework.

C)Readingveryextensively.

D)Usingtest-takingstrategies.

18.A)ThedigitalTVsystemwillofferdifferentprograms.

B)Heiseagertoseewhatthenewsystemislike.

C)Hethinksitunrealistictohave500channels.

D)ThenewTVsystemmaynotprovideanythingbetter.

Question19to22arebasedonthepassageyouhavejustheard.

19.A)anoticebytheelectricityboard.

B)adspromotingelectricappliances.

C)thedescriptionofathiefindisguise.

D)anewpolicyonpensioners'welfare.

20.A)speakingwithaproperaccent.

B)wearinganofficialuniform.

C)makingfriendswiththem

D)showingthemhisID.

21.A)tobeonthealertwhenbeingfollowed.

B)nottoleaveseniorcitizensaloneathome.

C)nottoletanyoneinwithoutanappointment.

D)towatchoutforthosefromtheelectricityboard.

22.A)shewasrobbedneartheparkinglot.

B)allhermoneyinthebankdisappeared.

C)thepensionshehadjustdrawnwasstolen.

D)shewasknockeddowninthepostoffice.

Question23to25arebasedonthepassageyouhavejustheard.

23.A)marketingconsultancy.

B)Professionalaccountancy.

C)luxuryhotelmanagement.

D)businessconferenceorganization

24.A)havingagoodknowledgeofitscustoms.

B)knowingsomekeypeopleintourism.

C)havingbeentothecountrybefore.

D)beingabletospeakjapanese.

25.A)itwillbringherpotentialintofullplay.

B)itwillinvolvelotsoftraintravel.

C)itwillenablehertoimproveherChinese.

D)itwillgivehermorechancestovisitjapan.

SectionB

PassageOne

Question26to28arebasedonthepassageyouhavejustheard.

26.A)Thelackoftime

B)Thequalityoflife.

C)Thefrustrationsatwork.

D)Thepressureonworkingfamilies.

27.A)Theywerejustasbusyaspeopleoftoday.

B)Theysawtheimportanceofcollectiveefforts.

C)Theydidn'tcomplainasmuchasmodernman.

D)Theylivedahardlifebyhuntingandgathering.

28.A)Tolookforcreativeideasofawardingemployees.

B)Toexplorestrategiesforloweringproductioncosts.

C)Toseeknewapproachestodealingwithcomplaints.