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1、 大学英语读写译(4)期末测试题及答案 2 大学英语读写译（四）期末测试题（2）Part I Writing (15%)Directions:For this part,you are allowed thirty minutes to write a composition on the topic.The Advantages and Disadvantages of Internet.You should write at least 120 words and you should base your composition on the following information.T
2、he Advantages and Disadvantages of Internet?1.The following aspects could best illustrate the advantages of Internet 2.Behind all this glowing talk,however,are some problems 3.We should handle its problems,meanwhile we should Part II Reading Comprehension(50%)Section A Skimming and Scanning(10%)Dire
3、ctions:In this part,you will have 15 minutes to go over the passage quickly and choose the best answer to each question.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 di
4、scuss 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
5、 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.Televisi
6、on 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 television channels are seen by an increasingly narrow segment of the audienc
7、e.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
8、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
9、 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,it increased its national
10、circulation(发行量)by 40%and is now available for home delivery in 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 message to their audience than they
11、can through 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 develop a high degree of loyalty from local readers.Radio Advertising on radio continues to grow.Radio is often used in conjunct
12、ion 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 than television,which means advertisers can afford to repeal their ads often.Internet companies are also turning to radio advertisi
13、ng.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 changessatellite and Internet radiowill force radio advertisers to adapt their meth
14、ods.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,womens titles,and business magazines have all s
15、een 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 spo
16、rts illustrated,for example,you have much in common with the magazines 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
17、 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-o
18、f-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
19、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
20、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
21、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 play a more prominent role in organiza
22、tions 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 mail A final advertising medium is direct mail,
23、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 from of advertising.11.Television is an attr
24、active 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 advertiser 12.With the increase in the number of TV channels_.A.the cost of TV advertising has decreased B.the number of TV viewers has increase
25、d C.advertisers interest in other media has decreased D.the number of TV ads people can see has increased 13.Compared 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 effect
26、ively 14.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.15.Magazines are seen by advertisers as an efficient way to_.A.r
27、each target audiences B.modern technology makes it more entertaining C.appeal to educated people.D.convey all kinds of messages 16.Out-of-home advertising has become more effective because _ A.billboards can be replaced within two hours B.consumers travel more now ever before C.such ads have been ma
28、de much more attractive D.the pace of urban life is much faster nowadays 17.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 18.Internet advertisers will have to adjust their methods to reach audiences
29、 that tend to be _.A.quite different B.quite homogeneous C.quite simple D.quite gentle 19.Direct mail is an effective form of advertising for businesses to develop_.A.relationships with advertisers B.relationships with consumers C.relationships with businessmen D.relationships with surfers 20.This p
30、assage discusses how advertisers select _for advertisements.A.methods B.strategies C.media D.audiences Section B Reading(30%)Directions:In this section,there are 3 passages.Each passage is followed by some questions or unfinished statements.For each of them there are four choices marked A,B,C and D.
31、You should decide on the best choice and mark the corresponding letter on the Answer Sheet with a single line through the center.Passage One The private automobile has long played an important role in the United States.In fact,it has become an integral part of the American way of life.In 1971 eighty
32、 three percent of American families owned at least one car,and twenty-eight percent had more than one.By giving workers rapid,convenient transportation,the automobile has freed them from having to live near their place of work.This has fostered the growth of the suburbs,but it has also led to traffi
33、c problems in the city.In addition,the automobile has contributed to the weakening of neighborhood views by making it easy to keep up friendships at a distance and to enjoy leisure activities from home.For farm families the automobile is a great boon.It has relieved their isolation,making it possibl
34、e for them to travel to town frequently for business and for pleasure,and also to transport their children to distant schools.Family life has been affected in various ways.The car helps to keep families together when it is used for picnics,outings,camping trips,and other shared experiences.However,w
35、hen teenage children have the use of the car(or own one),they can easily escape from family supervision.If they are immature,they sometimes become involved in situations which lead to serious trouble.For some young or old having the use of an automobile leads to dangerous traffic accidents,caused by
36、 carelessness or by deliberate breaking of the driving laws.In 1971,over 5 000 people were killed in auto accidents in the United States,and many more were injured.This toll has been somewhat reduced by the gasoline shortage which has decreased driving to some extent and has also lowered the speed l
37、imit.For many Americans the automobile is a necessity as a convenience.But for some,it is also a mark of social status,an important middle class symbol;and for young people,a sign of becoming an adult.Altogether,cars mean very much to Americans.57.In 1971,about seventeen percent of American families
38、_.A.did not own a car B.owned less than two cars C.owned more than two cars D.owned just one car 58.The automobile has caused traffic problems in the city,but on the other hand,it _.A.has stopped the growth of the neighbors B.has helped in the growth of the suburbs C.has directed the growth of the s
39、uburbs D.has interfered with the growth of the suburbs 59.The automobile may _.A.keep up friendships among the neighbors B.weaken the tie of friends C.force people to seek enjoyment far from home D.keep neighbors away from each other 60.In the first sentence of the second paragraph,the word“boon”mea
40、ns _.A.help B.ball C.threat D.danger 61.Due to the lack of gasoline _.A.people ignored the driving laws B.people drive faster C.more people were killed in auto accidents D.less people were killed in auto accidents Passage Two In the United States,the need to protect plant and animal species has beco
41、me a highly controversial and sharply political issue since the passage of the Endangered Species Act in 1973.The act,designed to protect species,living area,and policies that preserve land and forests compete with economic interests.In the 1990,s,for example,the woodcutters in the Western United St
42、ates were challenged legally in their attempt to cut trees for timber in the Cascade Mountains.The challenge was mounted to protect the endangered spotted owl(猫头鹰),whose remaining population occupies these forests and requires the intact,ancient forest for survival.The problematic situation set the
43、interests of environmentalists against those of corporations and of individuals who stood to lose jobs.After months of debate and legal battles,the fate of the woodcutters and the owls was still undecided in mid 1992.Similar tensions exist between the developed and the developing nations.Many people
44、 in industrialized nations,for example,believe that developing nations in tropical regions should do more to protect their rainforests and other natural areas.But the developing countries may be impoverished(使穷困),with populations growing so rapidly that using the land is a means to temporarily avoid
45、 worsening poverty and starvation.Many of the changes to Earth that concern scientists have the potential to rob the planet of its biological richness.Global warming,for example,could wipe out species unable to quickly adapt to changing climates.Clearly,protecting Earths biological diversity is a co
46、mplex problem.But solutions to humanitys current problems will come only through coordinated international efforts to control human population,stabilize the composition of the atmosphere,and preserve intact Earths complex web of life.62.Why does the author say that the protection of endangered speci
47、es is a highly controversial issue?A.Because people cant agree as to what species to protect.B.Because it is difficult to find an effective way to protect such species.C.Because it affects the interests of certain groups of people.D.Because it is a major problem involving a series of legal procedure
48、s.63.According to the passage,what truly in the impoverishment of the developing countries?A.The rapid growth of population.B.The preservation of rainforests.C.The cutting of rainforests.D.The conflicts between developed countries and developing countries.64.According to the passage,cutting trees to
49、 grow more food _.A.will widen the gap between the developed and the developing countries B.is but a short term relief to the food problem C.can hardly alleviate the shortage of food D.proves to be an effective way for impoverished nations 65.Among“humanitys current problems”(Line 4,Para.2),the chie
50、f concern of the scientists is _.A.the impoverishment of developing countries.B.the explosion of the human population.C.the reduction of biological diversity.D.the effect of global warming.66.The authors purpose in writing this passage is _.A.to describe the difficulties in solving humanitys current