2008年6月大学英语四级考试真题

Part   I   Writing     (30 minutes)

       Recreational Activities

1.        娱乐活动多种多样，

2.        娱乐可能使人们受益，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)

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 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, audien