大学英语四级模拟题一(含答案).pdf

大学英语四级模拟题一

一二三四五六总分阅卷人核查人

PartIReadingComprehension(SkimmingandScanning)(10%)
Directions:Inthispart,youwillhave15minutestogooverthepassagequicklyandanswerthe
questionsontheAnswerSheet.Forquestions1-7,choosethebestanswerfromthefourchoices
markedA,B,CandD.Forquestion8-10,completethesentenceswiththeinformationgivenin
thepassage.
MediaSelectionforAdvertisements
Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmust
selecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediaused
inadvertising.Wefocusourattentiononseventypesofadvertising:television,newspapers,radio,
magazines,out-of-home,Internet,anddirectmail.
Television
Televisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencesto
advertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshow
WhoWantstoBeaMillionaire?Youcanunderstandthepoweroftelevisiontocommunicatewith
alargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumers
withthebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.
Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.
Television’sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevision
channelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,for
instance,iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythose
interestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmore
homogeneous（具有共同特点的）thantheyhavebeeninthepast.Second,thereisanincreasein
thenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishasalso
resultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.
Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercials
theywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcable
operatorsandsatelliteprogrammers.
Newspapers
Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.The
NewYorkTimes,whichreaches