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1、大学英语读写译(四)期末测试题(2)PartIWriting(15%)Directions:Forthispart,youareallowedthirtyminutestowriteacompositiononthetopic.TheAdvantagesandDisadvantagesofInternet.Youshouldwriteatleast120wordsandyoushouldbaseyourcompositiononthefollowinginformation.TheAdvantagesandDisadvantagesofInternet?1.Thefollowingaspect
2、scouldbestillustratetheadvantagesofInternet2.Behindallthisglowingtalk,however,aresomeproblems3.Weshouldhandleitsproblems,meanwhileweshouldPartIIReadingComprehension(50%)SectionASkimmingandScanning(10%)Directions:Inthispart,youwillhave15minutestogooverthepassagequicklyandchoosethebestanswertoeachques
3、tion.MediaSelectionforAdvertisementsAfterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:television,newspapers,radio,magazines,out-of-h
4、ome,Internet,anddirectmail.TelevisionTelevisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire,youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertisers
5、createabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.Television'sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevisionchannelsaresee
6、nbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,forinstance,iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous(具有共同特点的)thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisio
7、nchannelsavailabletoviewers,andthus,advertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontrolov