大学英语读写译(4)期末测试题及答案.doc

大学英语读写译（四）期末测试题（2）Part IWriting (15 %)Directions: For this part, you are allowed thirty minutes to write a composition on the topic. The Advantages and Disadvantages of Internet. You should write at least 120 words and you should base your composition on the following information.The Advantages and Disadvantages of Internet?1.The following aspects could best illustrate the advantages of Internet2.Behind all this glowing talk, however, are some problems3.We should handle its problems, meanwhile we shouldPart IIReading Comprehension (50%)Section ASkimming and Scanning(10%)Directions: In this part, you will have 15 minutes to go over the passage quickly and choose the best answer to each question.Media Selection for AdvertisementsAfter 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. TelevisionTelevision 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.Televisions 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(具有共同特点的) 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.NewspaperAfter 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 increased its national circulation (发行量) by 40% and is now available for home delivery in cities. Locally, newspapers are the largest advertising medium. 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 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 bill-boards (广告牌) 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 repeal 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 changessatellite and Internet radiowill force radio advertisers to adapt their methods. Both of these radio forms allow listeners to tune 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. MagazinesNewsweeklies, womens 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 magazines other readers. Advertisers see magazines as an efficient way of reaching target audience members.Advertiser using the print media-magazines and newspapers-will need to adapt to two main changes. First, the internet will bring larger audiences to local newspapers, these 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 advertisingOut-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 billboard in 2 hours, compared with 6 days previously. This allows advertisers more variety in the types of messages they create because they can change their messages more quickly.InternetAs consumers become more comfortable with online shopping, advertisers will seek to reach this market As consumers get more of their news and information 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 will have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the online medium as well. Direct mailA final advertising medium is direct mail, which uses mailings to consumers to communicate a clients message Direct mail includes newsletters, postcards and special promotions. Direct mail is an effective way to build relationships with consumers. For many businesses, direct mail is the most effective from of advertising.11. Television is an attractive advertising medium in that_.A. it has large audiences B. it appeals to housewives C. it helps build up a companys reputation D. it is affordable to most advertiser 12. With the increase in the number of TV channels_. A. the cost of TV advertising has decreasedB. the number of TV viewers has increasedC. advertisers interest in other media has decreasedD. the number of TV ads people can see has increased13. Compared with television, newspapers as an advertising medium_. A. earn a larger annual ad revenue B. convey more detailed messagesC. use more production techniques D. get messages out more effectively14. Advertising on radio continues to grow because _. A. more local radio stations have been set upB. modern technology makes it more entertaining C. it provides easy access to consumers D. it has been revolutionized by Internet radio. 15. Magazines are seen by advertisers as an efficient way to_.A. reach target audiences B. modern technology makes it more entertainingC. appeal to educated people.D. convey all kinds of messages16. Out-of-home advertising has become more effective because _ A. billboards can be replaced within two hoursB. consumers travel more now ever beforeC. such ads have been made much more attractiveD. the pace of urban life is much faster nowadays17. The challenge to Internet advertisers is to create ads that are _.A. quick to update B. pleasant to look atC easy to remember D. convenient to access18. Internet advertisers will have to adjust their methods to reach audiences that tend to be _.A. quite differentB. quite homogeneousC. quite simpleD. quite gentle19. Direct mail is an effective form of advertising for businesses to develop_.A. relationships with advertisersB. relationships with consumersC. relationships with businessmenD. relationships with surfers20.This passage discusses how advertisers select _for advertisements.A. methodsB. strategiesC. mediaD. audiencesSection BReading(30%)Directions: In this section, there are 3 passages. Each passage is followed by some questions or unfinished statements. For each of them there are four choices marked A, B, C and D. You should decide on the best choice and mark the corresponding letter on the Answer Sheet with a single line through the center.Passage One The private automobile has long played an important role in the United States. In fact, it has become an integral part of the American way of life. In 1971 eighty three percent of American families owned at least one car, and twenty- eight percent had more than one. By giving workers rapid, convenient transportation, the automobile has freed them from having to live near their place of work. This has fostered the growth of the suburbs, but it has also led to traffic problems in the city. In addition, the automobile has contributed to the weakening of neighborhood views by making it easy to keep up friendships at a distance and to enjoy leisure activities from home.For farm families the automobile is a great boon. It has relieved their isolation, making it possible for them to travel to town frequently for business and for pleasure, and also to transport their children to distant schools. Family life has been affected in various ways. The car helps to keep families together when it is used for picnics, outings, camping trips, and other shared experiences. However, when teenage children have the use of the car (or own one), they can easily escape from family supervision. If they are immature, they sometimes become involved in situations which lead to serious trouble. For some young or old having the use of an automobile leads to dangerous traffic accidents, caused by carelessness or by deliberate breaking of the driving laws. In 1971, over 5 000 people were killed in auto accidents in the United States, and many more were injured. This toll has been somewhat reduced by the gasoline shortage which has decreased driving to some extent and has also lowered the speed limit. For many Americans the automobile is a necessity as a convenience. But for some, it is also a mark of social status, an important middle class symbol; and for young people, a sign of becoming an adult. Altogether, cars mean very much to Americans. 57. In 1971, about seventeen percent of American families_. A. did not own a car B. owned less than two cars C. owned more than two cars D. owned just one car 58. The automobile has caused traffic problems in the city, but on the other hand , it _. A. has stopped the growth of the neighbors B. has helped in the growth of the suburbs C. has directed the growth of the suburbs D. has interfered with the growth of the suburbs 59. The automobile may _. A. keep up friendships among the neighbors B. weaken the tie of friends C. force people to seek enjoyment far from home D. keep neighbors away from each other 60. In the first sentence of the second paragraph, the word “boon” means _. A. help B. ball C. threat D. danger 61. Due to the lack of gasoline _. A. people ignored the driving laws B. people drive faster C. more people were killed in auto accidents D. less people were killed in auto accidents Passage TwoIn the United States, the need to protect plant and animal species has become a highly controversial and sharply political issue since the passage of the Endangered Species Act in 1973.The act, designed to protect species, living area, and policies that preserve land and forests compete with economic interests. In the 1990, s, for example, the woodcutters in the Western United States were challenged legally in their attempt to cut trees for timber in the Cascade Mountains. The challenge was mounted to protect the endangered spotted owl (猫头鹰), whose remaining population occupies these forests and requires the intact, ancient forest for survival. The problematic situation set the interests of environmentalists against those of corporations and of individuals who stood to lose jobs. After months of debate and legal battles, the fate of the woodcutters and the owls was still undecided in mid 1992. Similar tensions exist between the developed and the developing nations. Many people in industrialized nations, for example, believe that developing nations in tropical regions should do more to protect their rainforests and other natural areas. But the developing countries may be impoverished (使穷困), with populations growing so rapidly that using the land is a means to temporarily avoid worsening poverty and starvation.Many of the changes to Earth that concern scientists have the potential to rob the planet of its biological richness. Global warming, for example, could wipe out species unable to quickly adapt to changing climates. Clearly, protecting Earths biological diversity is a complex problem. But solutions to humanitys current problems will come only through coordinated international efforts to control human population, stabilize the composition of the atmosphere, and preserve intact Earths complex web of life. 62. Why does the author say that the protection of endangered species is a highly controversial issue? A. Because people cant agree as to what species to protect. B. Because it is difficult to find an effective way to protect such species. C. Because it affects the interests of certain groups of people. D. Because it is a major problem involving a series of legal procedures.63. According to the passage, what truly in the impoverishment of the developing countries? A. The rapid growth of population. B. The preservation of rainforests. C. The cutting of rainforests. D. The conflicts between developed countries and developing countries. 64. According to the passage, cutting trees to grow more food _. A. will widen the gap between the developed and the developing countries B. is but a short term relief to the food problem C. can hardly alleviate the shortage of food D. proves to be an effective way for impoverished nations 65. Among “humanitys current problems” (Line 4, Para.2), the chief concern of the scientists is _. A. the impoverishment of developing countries. B. the explosion of the human population. C. the reduction of biological diversity. D. the effect of global warming.66. The authors purpose in writing this passage is _. A. to describe the difficulties in solving humanitys current problems. B. to present the different views on humanitys current problems C. to analyze the contradiction between countries in dealing with humanitys current problems. D. to point out that humanitys current problems can only be solved through the cooperation of nations. Passage ThreeThe quality of university life is declining under strain from the higher education, leading independent schools in Britain complained. The warning followed survey of the impressions of campus life gained by students of school. Poor interviewing of the applicants, infrequent contact with tutors, worries over student safety, and even complaint over the food were all seen as symptoms of the pressure on universities. Head teachers said that standards could well drop if the squeeze on university budgets continued.Although most of the 6 000 students surveyed were enjoying university life, almost a third were less than satisfied with their course. About one in 10 had serious financial problems and some gave alarming accounts of conditions around their halls of residence. Incidents mentioned included a fatal stabbing(用刀刺) and shooting outside a hall of residence, the petrol-bombing of cars near another residence, and two racist attacks. Nine percent of women and seven percent of men rated security as unsatisfactory in the area where they lived.The survey confirmed head teachers fears about contact between students and tutors slipping, with a quarter of the students seeing their tutors only every three weeks. New students, used to regular contact with their teachers, found it hard to adapt to the change. Interview techniques were a cause for concern, with the school calling for more training of university staff involved in admissions. Some headmasters complained that interviews were increasingly “odd”. One greeted an applicant by throwing him an apple. Another interview lasted only three minutes. About a quarter of the students found the workload at university heavier than they had expected. There were differences between subjects, with architecture, engineering, veterinary science(兽医学) ,