2008年6月英语四级真题及答案.doc

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1、2008年6月英语四级真题及答案Part I Writing (30 minutes) Recreational ActivitiesDirections: For this part, you are allowed 30 minutes to write A Letter of Apology according to the outline given below. You should write at least 120 words following the outline given below in Chinese.1.娱乐活动多种多样2.娱乐活动可能使人们受益，也可能有危害性

2、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 agencies must select the appropriate media for the advertisement. We discuss here the major types of media used

3、 in advertising. We focus on attention on seven types of advertising: television, newspapers, radio, magazines, out-of-home, Internet, and direct mail.TelevisionTelevision in an attractive medium for advertising because it delivers mass audiences to advertisers. When you consider that nearly three o

4、ut 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

5、 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 audience. the Golf Channel, for

6、 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 avail

7、able to viewers, and thus, advertisers. This had 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

8、 from the networks to local cable operators and satellite programmers.NewspapersAfter television, the medium attracting the next largest annual as revenue is newspapers. The New York Times, which reaches a national audience, accounts for $1 billion in ad revenue annually. It has increased its nation

9、al 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 and provide a way for advertisers to communicate a longer, more detailed message to their audien

10、ce than they can through television. Given new production techniques, advertisements can be printed in about 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 loy

11、alty from local readers.RadioAdvertising on radio continues to grow. Radio is often used in conjunction 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

12、 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 times of the day. Consumers listen to radio on their way to school or work, at work, on the way home, and in t

13、he 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 distant than the local stations they could receive in the past. As a result, radio will increasingly attract

14、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. Magazines are popular with advertisers because of the narrow market that they deliver. A broadcast medium such as n

15、etwork television attracts all types of audience members, but magazine audiences are more homogeneous. If you read Sports Illustrated, for example, you have such in common with the magazines other readers. Advertisers see magazines as an efficient way of reaching target audience members.Advertisers

16、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 and geographically dispersed (分散) than in the past. Second, advertisers will have to understand how to use an

17、 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 advertisingOut-of-home advertising, also called place-based advertising, has become an increasingly effectiv

18、e 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 fro

19、m 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 the digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. This allows

20、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 will seek to reach this market. As consumers get more of their news and information from the Internet, the

21、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 organizations advertising in the near future. Internet audiences tend to be qu

22、ite homogeneous, but small. Advertisers will have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the inline medium as well.Direct mailA final advertising medium is direct mail, which uses mailings to consumers to communicate a clients message.

23、Direct mail includes newsletters, postcards, and special promotion. Direct mail is an effective way to build relationships with consumers. For many businesses, direct mail is the most effective form of advertising.1. Television is an attractive advertising medium in that _.A) it has large audiencesB

24、) it appeals to housewivesC) it helps build up a companys reputationD) it is affordable to most advertisers2. With the increase in the number of TV channels, _.A) the cost of TV advertising has decreasedB) the number of TV viewers has increasedC) advertisers interest in other media has decreasedD) t

25、he number of TV ads people can see has increased3. Compare with television, newspapers as an advertising medium _.A) earn a larger annual ad revenueB) convey more detailed messagesC) use more production techniquesD) get messages out more effectively4. Advertising on radio continues to grow because _

26、.A) more local radio stations have been set upB) modern technology makes it more entertainingC) it provides easy access to consumersD) it has been revolutionized by Internet radio5. Magazines are seen by advertisers as an efficient way to _.A) reach target audiencesB) appeal to educated peopleC) att

27、ract diverse audiencesD) convey all kinds of messages6. Out-of-home advertising has become more effective because _.A) billboards can be replaced within two hoursB) consumers travel more now than ever beforeC) such ads have been made much more attractiveD) the pace of urban life is much faster nowad

28、ays7. The challenge to Internet advertisers is to create ads that are _.A) quick to updateB) pleasant to look atC) easy to rememberD) convenient to access8. Internet advertisers will have to adjust their methods to reach audiences that tend to be _.9. Direct mail is an effective form of advertising

29、for business to develop _.10. This passage discusses how advertisers select _ for advertisements.Part III Listening Comprehension (35 minutes)Section A11. A) Given his ankle a good rest.B) Treat his injury immediately.C) Continue his regular activities.D) Be careful when climbing steps.12. A) On a t

30、rain.B) On a plane.C) In a theater.D) In a restaurant.13. A) A tragic accident.B) A sad occasion.C) Smiths unusual life story.D) Smiths sleeping problem.14. A) Review the detail of all her lessons.B) Compare notes with his classmates.C) Talk with her about his learning problems.D) Focus in the main

31、points of her lectures.15. A) The man blamed the woman for being careless. B) The man misunderstood the womans apology.C) The woman offered to pay for the mans coffee. D) The woman spilt coffee on the mans jacket.16. A) Extremely tedious.B) Hard to understand.C) Lacking a good plot.D) Not worth seei

32、ng twice.17. A) Attending every lecture.B) Doing lots of homework.C) Reading very extensively.D) Using test-taking strategies.18. A) The digital TV system will offer different programs. B) He is eager to see what the new system is like.C) He thinks it unrealistic to have 500 channels. D) The new TV

33、system may not provide anything better.Questions 19 to 22 are based on the conversation you have just heard.19. A) A notice by the electricity board.B) Ads promoting electric appliances.C) The description of a thief in disguise.D) A new policy on pensioners welfare.20. A) Speaking with a proper acce

34、nt.B) Wearing an official uniform.C) Making friends with them.D) Showing them his ID.21. A) To be on the alert when being followed.B) Not to leave senior citizens alone at home.C) Not to let anyone in without an appointment.D) To watch out for those from the electricity board.22. A) She was robbed n

35、ear the parking lot.B) All her money in the bank disappeared.C) The pension she had just drawn was stolen.D) She was knocked down in the post office.Questions 23 to 25 are based on the conversation you have just heard.23. A) Marketing consultancy.B) Professional accountancy.C) Luxury hotel managemen

36、t.D) Business conference organization.24. A) Having a good knowledge of its customs.B) Knowing some key people in tourism.C) Having been to the country before.D) Being able to speak Japanese.25. A) It will bring her potential into full play.B) It will involve lots of train travel.C) It will enable h

37、er to improve her Chinese.D) It will give her more chances to visit Japan.Section BPassage OneQuestions 26 to 28 are based on the conversation you have just heard.26. A) The lack of time.B) The quality of life.C) The frustrations at work.D) The pressure on working families.27. A) They were just as b

38、usy as people of today.B) They saw the importance of collective efforts.C) They didnt complain as much as modern man.D) They lived a hard life by hunting and gathering.28. A) To look for creative ideas of awarding employees.B) To explore strategies for lowering production costs.C) To seek new approa

39、ches to dealing with complaints.D) To find effective ways to give employees flexibility.Passage TwoQuestions 29 to 31 are based on the conversation you have just heard.29. A) Family violence.B) The Great Depression.C) Her fathers disloyalty.D) Her mothers bad temper.30. A) His advanced age.B) His ch

40、ildrens efforts.C) His improved financial condition. D) His second wifes positive influence.31. A) Love is blind.B) Love breeds love.C) Divorce often has disastrous consequences.D) Happiness is hard to find in blended families.Passage ThreeQuestions 32 to 35 are based on the conversation you have ju

41、st heard.32. 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 only.33. A) Planting some trees in the greenhouse.B) Writing a want ad to a local newspaper.C) Putting up a Going Out of Business sign.D) Helping a cus

42、tomer 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 own.35. A) Owning the greenhouse one day.B) Securing a job at the office park.C) Cultivating more po

43、tted plants.D) Finding customers out of town.Section 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) _ in the creation of wealth. Now, the (38) _ raw material in our economy is knowle

44、dge. 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 learn. Knowledge workers (40) _ in mind work. They deal with symbols: (41) _, an

45、d 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 hour jobs involve some form of mind work, and that number will increase sharply in the future. Management and employees alike (44)_.I

46、n the new world of work, you can look forward to being in constant training (45) _. And dont wait for someone to “empower” you. You have to empower yourself.Part IV Reading Comprehension (Reading in Depth) (25 minutes)Section ASome years ago I was offered a writing assignment that would require thre

47、e 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