四级真题及答案.doc

四级真题及答案.doc

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1、PartIWriting(30minutes)RecreationalActivitiesDirections:Forthispart,youareallowed30minutestowriteALetterofApologyaccordingtotheoutlinegivenbelow.Youshouldwriteatleast120wordsfollowingtheoutlinegivenbelowinChinese.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。PartIIR

2、eadingComprehension(SkimmingandScanning)(15minutes)MediaSelectionforAdvertisementsAfterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocuson

3、attentiononseventypesofadvertising:television,newspapers,radio,magazines,out-of-home,Internet,anddirectmail.TelevisionTelevisioninanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenth

4、egameshowWhoWantstoBeaMillionaire?youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisioni

5、sanexpensivemedium,andnotalladvertiserscanaffordtouseit.Television’sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.theGolfChannel,forinstance,iswatchedbypeoplewhoplaygolf.HomeandGard

6、enTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous(具有共同特点的)thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishadalsoresultedinanincr

7、easeinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.Newspaper

8、sAftertelevision,themediumattractingthenextlargestannualasrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadreve

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