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理学院2013上半年四级模拟考试试题
考试时间：14：50—17：20
PartIWriting(30minutes)
RecreationalActivities
Directions:Forthispart,youareallowed30minutestowriteALetterofApologyaccordingtothe
outlinegivenbelow.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。

PartIIReadingComprehension(SkimmingandScanning)(15minutes)

MediaSelectionforAdvertisements
Afterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselectthe
appropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.
Wefocusonattentiononseventypesofadvertising:television,newspapers,radio,magazines,
out-of-home,Internet,anddirectmail.
Television
Televisioninanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.
WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBea
Millionaire?youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.When
advertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.
Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensive
medium,andnotalladvertiserscanaffordtouseit.
Television’sinfluenceonadvertisingisfourfold.First,narrowcastingmeansthattelevisionchannels
areseenbyanincreasinglynarrowsegmentoftheaudience.theGolfChannel,forinstance,iswatched
bypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhousehold
improvementprojects.Thus,audiencesaresmallerandmorehomogeneous(具有共同特点的)thanthey
havebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailableto
viewers,andthus,advertisers.Thishadalsoresultedinanincreaseinthesheernumberof
advertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudience
membersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeing
passedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.
Newspapers
Aftertelevision,themediumattractingthenextlargestannualasrevenueisnewspapers.TheNew