歷年大學英語四級考試題

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　　一.寫作部分(9：00-9：30)

　　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.娛樂活動多種多樣

　　2.娛樂活動可能使人們受益，也可能有危害性

　　3.作為大學生，我的看法。

　　二.快速閱讀(9：30-9：45)

　　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, radio, 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(具有共同特點的) 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.

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