cet4_200806英语四级真题.doc

2008年6月四级考试A卷试题及答案

Part Ⅰ Writing (30 minutes)
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)

Directions: In this part, you will have 15 minutes to go over the passage quickly and answer the questions on Answer sheet 1. For questions 1-7, choose the best answer from the four choices marked ABCD, for questions 8-10, complete the sentences with the information given in the passage.

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 our attention on seven types of advertising: television, newspapers, ratio, magazines, out-of-home, internet, and direct mail.

Television

Television is 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 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 has 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 ad 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 by 40% and is now available for home delivery in 168 cities. Locally, 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 newspapers 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 billboards 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 rune 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 much 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 newspaper. 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 digital printing, billboard companies can print a bill board in 2 hours, compared with 6days 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 in formation 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 till have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the online 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 promotions. Direct mail
Is an effective way to build relationship with consumers. For many businesses, direct mail is the most effective form of advertising.

注意：此部分试题请在答题卡1上作答。

1. Television is 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 has increased

3. Compared with television, newspaper 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 make 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) billboard 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 from of advertising for businesses to develop_____________________.

10.This passage discusses how advertisers select ________ for advertisements.

Part III Listening Comprehension (35 minutes) 35%

Section A 15%（15×1%）
Directions: In this section, you will hear 8 short conversations and 2 long conversations. At the end of each conversation, one or more questions will be asked about what was said. Both the conversation and the questions will be spoken only once. After each question there will be a pause. During the pause, you must read the four choices marked A), B), C) and D), and decide which is the best answer. Then mark the corresponding letter oh Answer Sheet 2 with a single line through the centre.

注意：此部分试题请在答题卡2上作答。
Questions 11 to 18 are based on the conversation you have just heard.

11.(A) Give his ankle a good rest.                  (C) Continue his regular activities.
   (B) Treat his injury immediately.                     (D) Be careful when climbing steps.

12.(A) On a train.                                        (C) In a theater.
   (B) On a plane.                                        (D) In a restaurant.

13.(A) A tragic accident.                                    (C) Smith's unusual life story.
(B) A sad occasion.                                       (D) Smith's sleeping problem.

14.(A) Review the details of all her lessons.
(B) Compare notes with his classmates.
(C) Talk with her about his learning problems.
(D) Focus on the main points of her lectures.

15.(A) The man blamed the woman for being careless.
(B) The man misunderstood the woman's apology.
(C) The woman offered to pay for the man's coffee.
(D) The woman spilt coffee on the man's jacket.

16.(A) Extremely tedious.                                  (C) Lacking a good plot.
(B) Hard to understand.                              (D) Not worth seeing twice.

17.(A) Attending every lecture.                       (C) Reading very extensively.
(B) Doing lots of homework.                         (D) Using test-taking strategies.

18.(A) The digital TV system will offer different programs.
(B) He is eager to see what the new system is like.
(C) He thinks it unrealistic to have 500 channels.
(D) The new TV system may not provide anything better.

Questions 19 to 22 are based on the conversation you have just heard.

19.A) A notice by the electricity board.
B) Ads promoting electric appliances.
C) The description of a thief in disguise.
D) A new policy on pensioners' welfare.

20.A) Speaking with a proper accent.
B) Wearing an official uniform.
C) Making friends with them.
D) Showing them his ID.

21.A) To be on the alert when being followed.
B) Not to leave senior citizens alone at home.
C) Not to let anyone in without an appointment.
D) To watch out for those from the electricity board.

22.A) She was robbed near the parking lot.
B) All her money in the bank disappeared.
C) The pension she had just drawn was stolen.
D) She was knocked down in the post office.

Questions 23 to 25 are based on the conversation you have just heard.

23. A) Marketing consultancy.
B) Professional accountancy.
C) Luxury hotel management.
D) Business conference organization.

24.A) Having a good knowledge of its customs.
B) Knowing some key people in tourism.
C) Having been to the country before.
D) Being able to speak Japanese.

25.A) It will bring her potential into full play.
B) It will involve lots of train travel.
C) It will enable her to improve her Chinese.
D) It will give her more chance to visit Japan.

Section B 10%（10×1%）
Directions: In this section, you will hear 3 short passages. At the end of each passage, you will hear some questions. Both the passage and the questions will be spoken only once. After you hear a question, you must choose the best answer from the four choices marked A), B), C) and D). Then mark the corresponding letter on Answer Sheet 2 with a single line through the centre.
注意：此部分试题请在答题卡2上作答。

Passage One
Questions 26 to 28 are based on the passage you have just heard.

26. A) The lack of time                                    C) The frustrations at work
B) The quality of life                                     D) The pressure on working families

27.A) They were just as busy as people of today.
B) They saw the importance of collective efforts.
C) They didn't complain as much as modern man.
D) They lived a hard life by hunting and gathering.

28. A) To look for creative ideas of awarding employees.
B) To explore strategies for lowering production costs.
C) To seek new approaches to dealing with complaints.
D) To find effective ways to give employees flexibility.

Passage Two
Questions 29 to 31 are based on the passage you have just heard.

29.  A) Family violence.                                       C) Her father's disloyalty.
B) The Great Depression.                           D) Her mother's bad temper.

30. A) His advanced age.                                    C) His improved financial condition.
B) His children's efforts.                               D) His second wife's positive influence.

31. A) Love is blind.
B) Love breeds love.
C) Divorce often has disastrous consequences.
D) Happiness is hard to find in blended families.

Passage Three
Questions 32 to 35 are based on the passage you have just heard.
32.  A) It was located in a park.                           C) It went bankrupt all of a sudden.
B) Its owner died of a heart attack.            D) Its potted plants were for lease only.

33.A) Planting some trees in the greenhouse.
B) Writing a want ad to a local newspaper.
C) Putting up a Going Out of Business sign.
D) Helping a customer select some purchases.

34.  A) Opening an office in the new office park.
B) Keeping better relations with her company
C) Developing fresh business opportunities.
D) Building a big greenhouse of his own.

35.A) Owning the greenhouse one day.
B) Securing a job at the office park.
C) Cultivating more potted plants.
D) Finding customers out of town.