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1、2008年6月大学英语四级考试真题PartIWriting(30minutes)RecreationalActivities1. 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。 PartIIReadingComprehension(SkimmingandScanning)(15minutes)MediaSelectionforAdvertisementsAfterdeterminingthetargetaudienceforaproductorservice,advertisingagenci
2、esmustselecttheappropriatemediafortheadvertisement.Wediscussheremajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:television,newspapers,radio,magazines,out-of–home,Internet,anddirectmail.TelevisionTelevisionisanattractivemediumforadvertisin
3、gbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?Youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumers
4、withthebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.Television’sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynar
5、rowsegmentoftheaudience.TheGolfChannel,forinstance,iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous(具有共同特点的)thantheyhavebeeninthepast.Second,thereisanincreaseinthenumbero
6、ftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisb
7、eingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.NewspapersAftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually.Ithasincreaseditsnationalci
8、rculation(发行量)by40%andisnowavailableforhomedeliveryin168cities.Locally,newspapersarethelargestadvertisingmediu
