200806大学英语四级试卷

Part I Writing (30 minutes) Recreational Activities Directions: 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 3.作为大学生，我的看法。 Part II Reading Comprehension (Skimming and Scanning) (15 minutes) 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 on attention on seven types of advertising: television, newspapers, radio, magazines, out-of-home, Internet, and direct mail. Television Television in 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 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 from the networks to local cable operators and satellite programmers. Newspapers After 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 national 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 audience 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 loyalty from local readers. Radio Advertising 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 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 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 such in common with the magazine’s other readers. Advertisers see magazines as an efficient way of reaching target audience members. Advertisers 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 audiences will be more diverse and geographically dispersed (分散) than in the past. 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 the 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 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 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 inline medium as well. Direct mail A final advertising medium is direct mail, which uses mailings to consumers to communicate a client’s message. 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 audiences B) it appeals to housewives C) it helps build up a company’s reputation D) it is affordable to most advertisers 2. With the increase in the number of TV channels, ________. A) the cost of TV advertising has decreased B) the number of TV viewers has increased C) advertisers’ interest in other media has decreased D) the number of TV ads people can see has increased 3. Compare 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 effectively 4. 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 5. Magazines are seen by advertisers as an efficient way to _______. A) reach target audiences B) appeal to educated people C) attract diverse audiences D) convey all kinds of messages 6. Out-of-home advertising has become more effective because _______. A) billboards can be replaced within two hours B) consumers travel more now than ever before C) such ads have been made much more attractive D) the pace of urban life is much faster nowadays 7. 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 8. Internet advertisers will have to adjust their methods to reach audiences that tend to be _______. 9. Direct mail is an effective form of advertising for business to develop ________. 10. This passage discusses how advertisers select ________ for advertisements. Part  = 4 \* ROMAN IV Reading Comprehension (Reading in Depth) (25 minutes) Section A Some years ago I was offered a writing assignment that would require three 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 write a letter begging off. Halfway through, a thought can through my mind: you can learn if you don’t try. So I accepted the assignment. There were some bad _52_. But by the time I had finished the trip I was an experienced traveler. And ever since, I have never hesitated to head for even the most remote of places, without guiders or even _53_ bookings, confident that somehow I will manage. The point is that the new, the different, is almost by definition _54_. But each time you try something, you learn, and as the learning piles up, the world opens to you. I’ve learned to ski at 40, and flown up the Rhine River in a _55_. And I know I’ll go on doing such things. It’s not because I’m braver or more daring than others. I’m not. But I’ll accept anxiety as another name for challenge and I believe I can _56_ wonders. A) accomplish B) advanced C) balloon D) claim E) constantly F) declare G) interviews H)limited I) manufacture J) moments K) news L) reduced M) regret N) scary O) totally  Section B Passage One Global warming may or may not be the great environmental crisis of the 21st century, but regardless of whether it is or isn’t –we won’t do much about it. We will argue over it and may even, as a nation, make some fairly solemn-sounding commitments to avoid it. But the more dramatic and meaningful these commitments seem, the less likely they are to be observed. Al Gore calls global warming an “inconvenient truth,” as if merely recognizing it could put us on a path to a solution. But the real truth is that we don’t know enough to relieve global warming, and –without major technological breakthroughs—we can’t do much about it. From 2003 to 2050, the world’s population is projected to grow from 6.4 billion to 9.1 billion, a 42% increase. If energy use per person and technology remain the same, total energy use and greenhouse gas emissions (mainly, CO2) will be 42% higher in 2050. but that’s too low, because societies that grow richer use more energy. We need economic growth unless we condemn the world’s poor to their present poverty and freeze everyone else’s living standards. With modest growth, energy use and greenhouse emissions more than double by 2050. No government will adopt rigid restrictions on economic growth and personal freedom (limits on electricity usage, driving and travel) that might cut back global warming. Still, politicians want to show they’re “doing something.” Consider the Kyoto Protocol (京都议定书). It allowed countries that joined to punish those that didn’t. But it hasn’t reduced CO2 emissions (up about 25% since 1990), and many signatories (签字国) didn’t adopt tough enough policies to hit their 2008-2012 targets. The practical conclusion is that if global warming is a potential disaster, the only solution is new technology. Only an aggressive research and development program might find ways of breaking dependence on fossil fuels or dealing with it. The trouble with the global warming debate is that it has become a moral problem when it’s really an engineering one. The inconvenient truth is that if we don’t solve the engineering problem, we’re helpless. 57. What is said about global warming in the first paragraph? A) It may not prove an environmental crisis at all. B) It is an issue requiring world wide commitments. C) Serious steps have been taken to avoid or stop it. D) Very little will be done to bring it under control. 58. According to the author’s understanding, what is Al Gore’s view on global warming? A) It is a reality both people and politicians are unaware of. B) It is a phenomenon that causes us many inconveniences. C) It is a problem that can be solved once it is recognized. D) It is an area we actually have little knowledge about. 59. Green house emissions will more than double by 2050 because of _______. A) economic growth B) the widening gap between the rich and poor C) wasteful use of energy D) the rapid advances of science and technology 60. The author believes that, since the signing of the Kyoto Protocol, ________. A) politicians have started to do something to better the situation B) few nations have adopted real tough measures to limit energy use C) reductions in energy consumption have greatly cut back global warming D) international cooperation has contributed to solving environmental problems 61. What is the message the author intends to convey? A) Global warming is more of a moral issue than a practical one. B) The ultimate solution to global warming lies in new technology C) The debate over global warming will lead to technological breakthroughs. D) People have to give up certain material comforts to stop global warming. Passage Two Someday a stranger will read your e-mail without your permission or scan the Websites you’ve visited. Or perhaps someone will casually glance through your credit card purchase or cell phone bills to find out your shoppin