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1、6月大年夜学英语四级试卷PartIWriting(30minutes)RecreationalActivitiesDirections:Forthispart,youareallowed30minutestowriteALetterofApologyaccordingtotheoutlinegivenbelow.Youshouldwriteatleast120wordsfollowingtheoutlinegivenbelowinChinese.1.娱乐活动多种多样2.娱乐活动可以使人们受益，也可以有虐待性3.作为大年夜老师，我的见地。PartIIReadingComprehension(Sk
2、immingandScanning)(15minutes)MediaSelectionforAdvertisementsAfterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusonattentiononseventypesofadvertising:television,newspapers,r
3、adio,magazines,out-of-home,Internet,anddirectmail.TelevisionTelevisioninanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?youcanunderstandthepoweroftelevisiontocommunicatewithalargea
4、udience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.Televisionsinfluenceonadvertisingisfourfold.First,narrowcastingmeansthatte
5、levisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.theGolfChannel,forinstance,iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous(存在共同特征的)thantheyhavebeeninthepast.Second,thereisanincrease
6、inthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishadalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthen
7、etworkstolocalcableoperatorsandsatelliteprogrammers.NewspapersAftertelevision,themediumattractingthenextlargestannualasrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.Ithasincreaseditsnationalcirculation(发行量)by40%andisnowavailableforhomedeliv
8、eryin168cities.Locally,newspapersarethelargestadvertisingmedium.Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger,moredetailedmessagetotheiraudiencethantheycanthroughtelevision.Givennewproductiontechniques,advertisementscanbeprintedinabout48ho
9、urs,meaningnewspapersarealsoaquickwayofgettingthemessageout.Newspapersareoftenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreaders.RadioAdvertisingonradiocontinuestogrow.Radioisoftenusedinconjunctionwithoutdoorbill-boards(广告牌)andtheInternettoreachevenmorecu
10、stomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeansadvertiserscanaffordtorepeattheiradsoften.Internetcompaniesarealsoturningtoradioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentor
11、adioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.TwomajorchangessatelliteandInternetradiowillforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasingl
12、yattracttargetaudienceswholivemanymilesapart.MagazinesNewsweeklies,womenstitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket.Magazinesarepopularwithadvertisersbecau搜索引擎优化fthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltype
13、sofaudiencemembers,butmagazineaudiencesaremorehomogeneous.IfyoureadSportsIllustrated,forexample,youhavesuchincommonwiththemagazinesotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.Advertisersusingtheprintmediamagazinesandnewspaperswillneedtoadapttotwomainchanges.Fi
14、rst,theInternetwillbringlargeraudiencestolocalnewspapers.Theseaudienceswillbemorediverseandgeographicallydispersed(分散)thaninthepast.Second,advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetaudiences.Althoughsomemagazineswillmaintainnationalaudiences,alargenumberofmaga
15、zineswillentertainnarroweraudiences.Out-of-homeadvertisingOut-of-homeadvertising,alsocalledplace-basedadvertising,hasbecomeanincreasinglyeffectivewayofreachingconsumers,whoaremoreactivethaneverbefore.Manyconsumerstodaydonotsitathomeandwatchtelevision.Usingbillboards,newsstands,andbussheltersforadver
16、tisingisaneffectivewayofreachingthe搜索引擎优化n-the-goconsumers.Moreconsumerstravellongerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective.Technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemediumthaninthepast.Usingthedigitalprinting,billboardcompaniescanprintabi
17、llboardin2hours,comparedwith6dayspreviously.Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmorequickly.InternetAsconsumersbecomemorecomfortablewithonlineshopping,advertiserswillseektoreachthismarket.AsconsumersgetmoreoftheirnewsandinformationfromtheInt
18、ernet,theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease.ThechallengetoInternetadvertisersistocreateadsthataudiencemembersremember.Internetadvertisingwillplayamoreprominentroleinorganizationsadvertisinginthenearfuture.Internetaudiencestendtobequitehomogeneous,butsmall.Advertiserswi
19、llhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheinlinemediumaswell.DirectmailAfinaladvertisingmediumisdirectmail,whichusesmailingstoconsumerstocommunicateaclientsmessage.Directmailincludesnewsletters,postcards,andspecialpromotion.Directmailisaneffective
20、waytobuildrelationshipswithconsumers.Formanybusinesses,directmailisthemosteffectiveformofadvertising.1.Televisionisanattractiveadvertisingmediuminthat_.A)ithaslargeaudiencesB)itappealstohousewivesC)ithelpsbuildupacompanysreputationD)itisaffordabletomostadvertisers2.WiththeincreaseinthenumberofTVchan
21、nels,_.A)thecostofTVadvertisinghasdecreasedB)thenumberofTVviewershasincreasedC)advertisersinterestinothermediahasdecreasedD)thenumberofTVadspeoplecanseehasincreased3.Comparewithtelevision,newspapersasanadvertisingmedium_.A)earnalargerannualadrevenueB)conveymoredetailedmessagesC)usemoreproductiontech
22、niquesD)getmessagesoutmoreeffectively4.Advertisingonradiocontinuestogrowbecause_.A)morelocalradiostationshavebeensetupB)moderntechnologymakesitmoreentertainingC)itprovideseasyaccesstoconsumersD)ithasbeenrevolutionizedbyInternetradio5.Magazinesareseenbyadvertisersasanefficientwayto_.A)reachtargetaudi
23、encesB)appealtoeducatedpeopleC)attractdiverseaudiencesD)conveyallkindsofmessages6.Out-of-homeadvertisinghasbecomemoreeffectivebecause_.A)billboardscanbereplacedwithintwohoursB)consumerstravelmorenowthaneverbeforeC)suchadshavebeenmademuchmoreattractiveD)thepaceofurbanlifeismuchfasternowadays7.Thechal
24、lengetoInternetadvertisersistocreateadsthatare_.A)quicktoupdateB)pleasanttolookatC)easytorememberD)convenienttoaccess8.Internetadvertiserswillhavetoadjusttheirmethodstoreachaudiencesthattendtobe_.9.Directmailisaneffectiveformofadvertisingforbusinesstodevelop_.10.Thispassagediscusseshowadvertiserssel
25、ect_foradvertisements.PartIIIListeningComprehension(35minutes)SectionA11.A)Givenhisankleagoodrest.B)Treathisinjuryimmediately.C)Continuehisregularactivities.D)Becarefulwhenclimbingsteps.12.A)Onatrain.B)Onaplane.C)Inatheater.D)Inarestaurant.13.A)Atragicaccident.B)Asadoccasion.C)Smithsunusuallifestory
26、.D)Smithssleepingproblem.14.A)Reviewthedetailofallherlessons.B)Comparenoteswithhisclassmates.C)Talkwithherabouthislearningproblems.D)Focusinthemainpointsofherlectures.15.A)Themanblamedthewomanforbeingcareless.B)Themanmisunderstoodthewomansapology.C)Thewomanofferedtopayforthemanscoffee.D)Thewomanspil
27、tcoffeeonthemansjacket.16.A)Extremelytedious.B)Hardtounderstand.C)Lackingagoodplot.D)Notworthseeingtwice.17.A)Attendingeverylecture.B)Doinglotsofhomework.C)Readingveryextensively.D)Usingtest-takingstrategies.18.A)ThedigitalTVsystemwillofferdifferentprograms.B)Heiseagertoseewhatthenewsystemislike.C)H
28、ethinksitunrealistictohave500channels.D)ThenewTVsystemmaynotprovideanythingbetter.Questions19to22arebasedontheconversationyouhavejustheard.19.A)Anoticebytheelectricityboard.B)Adspromotingelectricappliances.C)Thedescriptionofathiefindisguise.D)Anewpolicyonpensionerswelfare.20.A)Speakingwithaproperacc
29、ent.B)Wearinganofficialuniform.C)Makingfriendswiththem.D)ShowingthemhisID.21.A)Tobeonthealertwhenbeingfollowed.B)Nottoleaveseniorcitizensaloneathome.C)Nottoletanyoneinwithoutanappointment.D)Towatchoutforthosefromtheelectricityboard.22.A)Shewasrobbedneartheparkinglot.B)Allhermoneyinthebankdisappeared
30、.C)Thepensionshehadjustdrawnwasstolen.D)Shewasknockeddowninthepostoffice.Questions23to25arebasedontheconversationyouhavejustheard.23.A)Marketingconsultancy.B)Professionalaccountancy.C)Luxuryhotelmanagement.D)Businessconferenceorganization.24.A)Havingagoodknowledgeofitscustoms.B)Knowingsomekeypeoplei
31、ntourism.C)Havingbeentothecountrybefore.D)BeingabletospeakJapanese.25.A)Itwillbringherpotentialintofullplay.B)Itwillinvolvelotsoftraintravel.C)ItwillenablehertoimproveherChinese.D)ItwillgivehermorechancestovisitJapan.SectionBPassageOneQuestions26to28arebasedontheconversationyouhavejustheard.26.A)The
32、lackoftime.B)Thequalityoflife.C)Thefrustrationsatwork.D)Thepressureonworkingfamilies.27.A)Theywerejustasbusyaspeopleoftoday.B)Theysawtheimportanceofcollectiveefforts.C)Theydidntcomplainasmuchasmodernman.D)Theylivedahardlifebyhuntingandgathering.28.A)Tolookforcreativeideasofawardingemployees.B)Toexpl
33、orestrategiesforloweringproductioncosts.C)Toseeknewapproachestodealingwithcomplaints.D)Tofindeffectivewaystogiveemployeesflexibility.PassageTwoQuestions29to31arebasedontheconversationyouhavejustheard.29.A)Familyviolence.B)TheGreatDepression.C)Herfathersdisloyalty.D)Hermothersbadtemper.30.A)Hisadvanc
34、edage.B)Hischildrensefforts.C)Hisimprovedfinancialcondition.D)Hissecondwifespositiveinfluence.31.A)Loveisblind.B)Lovebreedslove.C)Divorceoftenhasdisastrousconsequences.D)Happinessishardtofindinblendedfamilies.PassageThreeQuestions32to35arebasedontheconversationyouhavejustheard.32.A)Itwaslocatedinapa
35、rk.B)Itsownerdiedofaheartattack.C)Itwentbankruptallofasudden.D)Itspottedplantswereforlea搜索引擎优化nly.33.A)Plantingsometreesinthegreenhouse.B)Writingawantadtoalocalnewspaper.C)PuttingupaGoingOutofBusinesssign.D)Helpingacustomerselectsomepurchases.34.A)Openinganofficeinthenewofficepark.B)Keepingbetterrel
36、ationswithhercompany.C)Developingfreshbusinessopportunities.D)Buildingabiggreenhou搜索引擎优化fhisown.35.A)Owningthegreenhou搜索引擎优化neday.B)Securingajobattheofficepark.C)Cultivatingmorepottedplants.D)Findingcustomersoutoftown.SectionCWerenowwitnessingtheemergenceofanadvancedeconomybasedoninformationandknowl
37、edge.Physical(36)_,rawmaterials,andcapitalarenolongerthekey(37)_inthecreationofwealth.Now,the(38)_rawmaterialinoureconomyisknowledge.Tomorrowswealthdependsonthedevelopmentandexchangeofknowledge.And(39)_enteringtheworkforceoffertheirknowledge,nottheirmuscles.Knowledgeworkersgetpaidfortheireducationan
38、dtheirabilitytolearn.Knowledgeworkers(40)_inmindwork.Theydealwithsymbols:(41)_,anddata.Whatdoesallthismeanforyou?Asafutureknowledgeworker,youcanexpecttobe(42)_,processing,aswellasexchanginginformation,(43)_,threeoutofhourjobsinvolvesomeformofmindwork,andthatnumberwillincreasesharplyinthefuture.Manag
39、ementandemployeesalike(44)_.Inthenewworldofwork,youcanlookforwardtobeinginconstanttraining(45)_.Anddontwaitforsomeoneto“empoweryou.Youhavetoempoweryourself.PartIVReadingComprehension(ReadinginDepth)(25minutes)SectionASomeyearsagoIwasofferedawritingassignmentthatwouldrequirethreemonthsoftravelthrough
40、Europe.Ihadbeenabroadacoupleoftimes,butIcouldhardly_47_toknowmywayaroundthecontinent.Moreover,myknowledgeofforeignlanguageswas_48_toalittlecollegeFrench.Ihesitated.HowwouldI,unabletospeakthelanguage,_49_unfamiliarwithlocalgeographyortransportationsystems,setup_50_anddoresearch?Itseemedimpossible,and
41、withconsiderable_51_Isatdowntowritealetterbeggingoff.Halfwaythrough,athoughtcanthroughmymind:youcanlearnifyoudonttry.SoIacceptedtheassignment.Thereweresomebad_52_.ButbythetimeIhadfinishedthetripIwasanexperiencedtraveler.Andeversince,Ihaveneverhesitatedtoheadforeventhemostremoteofplaces,withoutguider
42、soreven_53_bookings,confidentthatsomehowIwillmanage.Thepointisthatthenew,thedifferent,isalmostbydefinition_54_.Buteachtimeyoutrysomething,youlearn,andasthelearningpilesup,theworldopenstoyou.Ivelearnedtoskiat40,andflownuptheRhineRiverina_55_.AndIknowIllgoondoingsuchthings.ItsnotbecauseImbraverormored
43、aringthanothers.Imnot.ButIllacceptanxietyasanothernameforchallengeandIbelieveIcan_56_wonders.A)accomplishB)advancedC)balloonD)claimE)constantlyF)declareG)interviewsH)limitedI)manufactureJ)momentsK)newsL)reducedM)regretN)scaryO)totallySectionBPassageOneGlobalwarmingmayormaynotbethegreatenvironmentalc
44、risisofthe21stcentury,butregardlessofwhetheritisorisntwewontdomuchaboutit.Wewillargueoveritandmayeven,asanation,makesomefairlysolemn-soundingcommitmentstoavoidit.Butthemoredramaticandmeaningfulthesecommitmentsseem,thelesslikelytheyaretobeobserved.AlGorecallsglobalwarmingan“inconvenienttruth,asifmere
45、lyrecognizingitcouldputusonapathtoasolution.Buttherealtruthisthatwedontknowenoughtorelieveglobalwarming,andwithoutmajortechnologicalbreakthroughswecantdomuchaboutit.From2003to2050,theworldspopulationisprojectedtogrowfrom6.4billionto9.1billion,a42%increase.Ifenergyuseperpersonandtechnologyremainthesa
46、me,totalenergyuseandgreenhousegasemissions(mainly,CO2)willbe42%higherin2050.butthatstoolow,becausesocietiesthatgrowricherusemoreenergy.Weneedeconomicgrowthunlesswecondemntheworldspoortotheirpresentpovertyandfreezeeveryoneelseslivingstandards.Withmodestgrowth,energyuseandgreenhouseemissionsmorethando
47、ubleby2050.Nogovernmentwilladoptrigidrestrictionsoneconomicgrowthandpersonalfreedom(limitsonelectricityusage,drivingandtravel)thatmightcutbackglobalwarming.Still,politicianswanttoshowtheyre“doingsomething.ConsidertheKyotoProtocol(京都议定书).Itallowedcountriesthatjoinedtopunishthosethatdidnt.ButithasntreducedCO2emissions(upabout25%since1990),andmanysignatories(签字国)didntadopttoughenoughp