2008年6月英语四级考试真题

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2008 年6月21 日大学英语四级考试(CET–4)A 卷

全真试题(2008 年6月21 日)

Part I Writing (30 minutes)

注意：此部分试题在答题卡 1上。

Directions: For this part, you are allowed thirty minutes to write a short essay entitled

Recreational Activities. You should write at least 120 words according to the outline

given below in Chinese:

1. 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。

Recreational Activities

Part Ⅱ 快速阅读（9：30－9：45）

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 our attention on seven

types of advertising: television, newspapers, radio, magazines, out-of-home.

Internet, and direct mail.

Television

Television is 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 has 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.

Newspaper?

After television, the medium attracting the next largest annual ad revenue is

newspapers. The New York Times, which reaches a national audience,

accounts for $1 billion in ad revenue annually, ii m increased its national

circulation (发行量) by 40% and is now available for home delivery in ion

ciues. 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 48 hours,meaning newspapers are also a quick

way of getting the massage out.Newspapers are ofen the most important form

of news for a local community, and they develop a high degree of loyalty from

local reader.

Radio

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

outdoor bill-boards (广告牌) and ihe 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 repeal their ads

often. Internet companies are also turning 10 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 much in common with the magazine’s other readers.

Advertisers see magazines as an efficient way of reaching target audience

members.

Advertiser 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 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 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

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2008年6月21日大学英语四级考试(CET–4)A卷全真试题(2008年6月21日)PartIWriting(30minutes)注意：此部分试题在答题卡1上。Directions:Forthispart,youareallowedthirtyminutestowriteashortessayentitledRecreationalActivities.Youshouldwriteatleast120wordsaccordingtotheoutlinegivenbelowinChinese:1.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。Recreat...

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