快速阅读练习Media Selection for AdvertisementsPPT教学课件
(英语)高三英语阅读理解(时文广告)答题技巧及练习题(含答案)及解析
（英语）高三英语阅读理解(时文广告)答题技巧及练习题(含答案)及解析一、高中英语阅读理解时文广告类1．阅读理解Your creativity and ideas can help other teachers. Submit your art lesson plan or activity today. Don't forget to include additional resource documents or a photo.Wet Chalk Painting Grades: K -4thLesson Plan Objectives: Development of fine motor skills (协调性) and creatively expressing the child's ideas and thoughts by a new medium.Materials Needed: Colored chalk, water, drawing paper, sponge, and newspapers.Lesson Procedure: Dip the colored chalk into water and draw on the paper. Another way is to put the drawing paper on newspapers, dampen it with a wet sponge, and then draw.Submitted by: JackSidewalk Drawing Grades: K -5thLesson Plan Objectives : Development of the creative process by doing artistic drawings in a new way and development of fine and gross motor skills (全身协调性).Materials Needed: Sidewalk or outdoor chalk and lots of sidewalk.Lesson Procedure: Give the children the chalk and let them draw whatever they choose on the sidewalk. You may also consider using this in teaching some other lessons (i. e. science).Submitted by: PeterRose - Colored Lorgnette Grades: AnyMaterials Needed: Half an egg carton (包装盒), scissors, glue, colored paper, scotch tape (通明胶带) and a seven inch stick.Lesson Plan Objectives: Child will construct an object that allows them to view the world in a variety of colors and will learn why certain objects in their colored environment look the way they do when certain colors are mixed.Lesson Plan Procedure: Cut windows in the bumps of half an egg carton. Glue circles of colored cellophane over the windows with rubber cement. Tape on a stick for a holder.Submitted by: Jennifer（1）Which art lesson plan is presented by Jennifer?A.Wet Chalk Painting.B.Sidewalk Drawing.C.Rose - Colored Lorgnette.D.Rainbow Fan.（2）What common material does Wet Chalk Painting and Sidewalk Drawing require?A.Scissors.B.Chalk.C.Stick.D.Sponge.（3）Rose - Colored Lorgnette is aimed at ___.A.encouraging the child to paint at willB.developing the child's motor skillsC.expressing the child's ideas and thoughtsD.bettering the child's understanding of colors【答案】（1）C（2）B（3）D【解析】【分析】本文是一篇应用文，介绍了三种美术课程的信息。
2008年6月大学英语四级真题及答案
★★★★★2008年6月大学英语四级一.写作部分（9：00－9：30）Part ⅠWriting (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。
二.快速阅读（9：30－9：45）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.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.Newspaper?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, ii m increased its national circulation (发行量) by 40% and is now available for home delivery in ion ciues. 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 massage out.Newspapers are ofen the most important form of news for a local community, and they develop a high degree of loyalty from local reader.RadioAdvertising on radio continues to grow Radio is often used in conjunction with outdoor bill-boards (广告牌) and ihe 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 10 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 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, 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.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 mediumthan 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 ftuture. 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 client's 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.1. Television is an attractive advertising medium in that_____________.A) it has large audiencesB) it appeals to housewivesC) it helps build up a company's reputationD) it is affordable to most advertiser2. With the increase in the number of TV channels_________.A) the cost of TV advertising has decreasedB) the nuiflber of TV viewers has increasedC) advertisers' interest in other media has decreasedD) the number of TV ads people can see has increasedpared with television, newspapers as an advertising medium_________________.A) earn a larger annual ad revenueB) convey more detailed messagesC) use more production techniquesD) get messages out more effectively4.Advertising on radio continues to grow because ___________.A) more local radio stations have been set upB) modern technology makes it more entertainingC) it provides easy access to consumersD) it has been revolutionized by Internet radio.5.Magazines are seen by advertisers as an efficient way to___________.A) reach target audiencesB) modern technology makes it more entertaining C) appeal to educated people.D) convey all kinds of messages6.Oui-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 nowadays7. The challenge to Internet advertisers is to create ads that are___________.A) quick to updateB) pleasant to look atC) easy to rememberD) convenient to access8. Internet advertisers will have to adjust their methods to reach audiences that tend to be_____________9.Direct mail is an effecitive form of advertising for businesses to develop_________________________10.This passage discusses how advertisers select________________for advertisements.四.阅读词汇部分选词阅读及完型（10：35－11：25）选词填空Part IV Reading Comprehension (Reading in Depth) (25 minutes)Section AQuestion 57 to 61 are based on the following passage.Some years ago I was offered a writing assignment that would require three months of travel through Europe. I had been abroad a couple of times, but I could hardly -47- to know my way around the continent. Moreover, my knowledge of foreign languages was -48- to a little college French.I hesitated. How would I, unable to speak the language, -49- unfamiliar with local geography ortransportation systems, set up-50- and do research? It seemed impossible, and with considerable-51-I sat down to write a letter begging off. Halfway through, a thought ran through my mind: you can’t learn if you don’t try. So I accepted the assignment.There were some bad-52-. But by the time I had finished the trip I was an experienced traveler. And ever since. I have never hesitated to head for even the most remote of places. Without guides or even-53- bookings. Confident that somehow I will manage.The point is that the new, the different, is almost by definition –54- . but each time you try something. You learn. And as the learning plies up. The world opens to you.I’ve learned to ski at 40, and flown up the Rhine river in a –55-. And I know I’ll go to doing such things. It’s not because I’m braver or more daring than others. I’m not. But I’ll accept anxiety as another name for challenge and I believe I can-56-wonders.注意：此部分试题请在答题卡2上作答。
大学英语四级快速阅读-定位型细节题-解题技巧
大学英语四级快速阅读"定位型细节题"解题技巧一、快速阅读概述大学英语四级快速阅读要求考生在15分钟内，读一篇章难度略低、字数为1200左右的文章，并回答7道选择题以及3道句子填空题。
快速阅读主要考查考生们略读（skimming）以及查读（scanning）的能力。
即通过快速阅读获取文章主旨大意或中心思想的能力（skimming），以及利用数字、专有名词、段首或句首词等各种提示信息快速查找特定信息的能(scanning)。
综合2021年6月至2021年12月大学英语四级考试快速阅读真题来看，直接考查略读技能的主旨大意型题（08年6月的第10题）极少，大部分题目只是要求考生运用查读的方法直接从原文中查找与题目有关的细节事实，故题型设置绝大多数为细节题。
二、细节题及其设置特点细节题主要有以下三个特点：1、题干一般围绕5W（what, where, when, why, who）和H（how）展开2、题干中有according to/…suggest/…say3、题干中明确提到人名，地名，数字，时间等细节性信息纵观大学英语四级快速阅读中得题目设置，均符合上述特点中的一种或几种。
然而，大学英语四级快速阅读中的细节题设置，与其它阅读考试中细节题设置的不同点在于，细节题分为"定位型细节题"和"替换型细节题"。
两种题型既有区别，又有联系。
首先，两种题型均属于细节题，符合上述细节题的三个特点，且解题方法与一般的细节题类似。
而两者的区别在于，"定位型细节题"只考察考生定位特定信息的能力。
顾名思义，只要找到了原题的位置，即能选对选项。
客观地说，这种题型无法检验出考生英语的真实能力。
因此，"替换型细节题"应运而生。
"替换型细节题"不但考查考生定位原文信息的能力，更考查考生对语言的掌握。
这种题型会在题干或者选项中设置与原文相近的单词、短语，甚至是句子改写，增加难度。
2024高考英语阅读专项训练-——-广告类(含答案)
1. 2024全国卷I-AMonthly Talks at London Canal MuseumOur monthly talks start at 19:30 on the first Thursday of each month except August. Admission is at normal charges and you don’t need to book. They end around 21:00.November 7thThe Canal Pioneers, by Chris Lewis. James Brindley is recognized as one of the leading early canal engineers. He was also a major player in training others in the art of canal planning and building. Chris Lewis will explain how Brindley made such a positive contribution to the education of that group of early “civil engine e rs”.December 5thIce for the Metropolis, by Malcolm Tucker. Well before the arrival of freezers, there was a demand for ice for food preservation and catering, Malcolm will explain the history of importing na tural ice and the technology of building ice wells, and how London’s ice trade grew.February 6thAn Update on the Cotswold Canals, by Liz Payne. The Stroudwater Canal is moving towards reopening. The Thames and Severn Canal will take a little longer. We will have a report on the present state of play.March 6thEyots and Aits-Thames Islands,by Miranda Vickers. The Thames had many islands. Miranda has undertaken a review of all of them. She will tell us about those of greatest interest.Online bookings:More info:London Canal Museum12-13 New Wharf Road, London NI 9RT canalmuseum.mobi21. When is the talk on James Brindley?A. November 7th.B. March 6th.C. February 6th.D. December 5th.22. What is the topic of the talk in February?A. The Canal Pioneers.B. Ice for the Metropolis.C. Eyots and Aits-Thames Islands.D. An Update on the Cotswold Canals.23. Who will give the talk on the islands in the Thames?A. Chris Lewis.B. Malcolm Tucker.C. Miranda Vickers.D. Liz Payne.2. 2024福建卷-CSIGN YOUR CHILD UP FOR “FLY TO THE MOON CLUB”AND ENJOY A FREE FLIGHT TO ANY DESTINATION IN ASIA!With a registration fee of just $50 per child,children under the age of 12 can join Eagle Airways’FL Y TO THE MOON CLUB as members.They can then enjoy the same benefits onboardEagle Airways’ newest Boeing-797 to any destinationin the world!BENEFITS YOU CAN’T MISS!•A free flight to any destination in Asia•30% off any course at Tanya Language School• 20% off any purchase made at Ruby Bookstore•A free notebook with every purchase above $50 at Starlight Stationery•A free bowl of dessert for a family of four at Don’s Diners dinner ordered•A birthday gift on your child’s birthday•A free album containing pictures taken during the journeyAll bookings made before 12 September will receive free travel insurance for the entire family!Insurance is issued by Live LifeInsurance Group.10% OFF ALL BOOKINGS fordepartures from 5 to 11 September.Child must be accompanied by twopaying adults.Terms and conditions apply.65. One of the benefits mentioned in the advertisement is .A. a free flight to any destination in the worldB. 30% off any book purchased at Ruby BookstoreC. a free bowl of dessert at any restaurant at the airportD. a discount on any course at Tanya Language School66. Which of the following bookings may receive the most benefits?A.Booking date Departure dateSeptember 13 September 18B．Booking date Departure dateSeptember 2 September 12C.Booking date Departure dateAugust 15 September 4D.Booking date Departure dateAugust 16 September 867. Which of the following is TRUE according to the advertisement?A. You need to pay $50 to sign up a child for the club.B. Club members enjoy free travel insurance for any flight.C. The advertisement is intended for students of all ages.D. Any child must be accompanied by at least one paying adult.3. 2024全国卷II-DChoose Your One-Day ToursTour A —Bath & Stonehenge including entrance fees to the ancient Roman bathrooms andStonehenge —£37 until 26 March and £39 thereafter.Visit the city with over 2,000 years of history and Bath Abbey, the Royal Crescent and the Costute Mtsan. Stonehenge is one of the world’s most famous prehistoric monuments dating back over 5,000 years.Tour B —Oxford & Stratford including entrance fees to the University St Mary’s Church Tower and Anne Hathaway’s house一£32 until 12 March and £36 thereafter.Oxford: Includes a guided of England’s oldest university city and colleges. Look over the “city of dreaming spires (尖顶)”form St Mary’s Church Tower. Stratford: Includes a guided tour exploring much of the Shakespeare wonder.Tour C —Windsor Castle & Hampton Court including entrance fees to Hampton Court Palace —£34 until March and £37 thereafter.Includes a guided tour of Windsor and Hampton Court, Henry Mill’s favourite palace. Free time to visit Windsor Castle (entrance fees not included). With 500 years of history, Hampton Court was once the home of four Kings and one Queen. Now this former royal palace is open to the public as a major tourist attraction. Visit the palace and its various historic gardens, which include the famous maze (迷宫) where it is easy to get lost!Tour D —Cambridge including entrance fees to the Tower of Saint Mary the Great —£33 until 18 March and £37 thereafter.Includes a guided tour of Cambridge, the famous university town, and the gardens of the 18th century.33. Which tour will you choose if you want to see England’s oldest university city?A. Tour AB. Tour BC. Tour CD. Tour D34. Which of the following tours charges the lowest fee on 17 March?A. Windsor Castle & Hampton Court.B. Oxford & StratfordC. Bath &Stonehenge.D. Cambridge.35. Why is Hampton Court a major tourist attraction?A. It used to be the home of royal families.B. It used to be a well-known mazeC. It is the oldest palace in BritainD. It is a world-famous castle.4. 2024四川卷-A31. The card above is _________.A. a ticketB. a postcardC. an invitationD. an advertisement32. The party is for _________.A. a birthdayB. the QueenC. bee watchingD. the National Day33. According to the card, if you are unableto go, you can .A. return the cardB.visit the MuseumC. ignore the messageD. contact Alice’s mother5. 2024天津卷University Room RegulationsApproved and Prohibited ItemsThe following items are approved for use in residential (住宿的) rooms: electric blankets, hair dryers, personal computers, radios, televisions and DVD players. Items that are not allowed in student rooms include: candles, ceiling fans, fireworks, waterbeds, sun lamps and wireless routers. Please note that any prohibited items will be taken away by the Office of Residence Life.Access to Residential RoomsStudents are provided with a combination (组合密码) for their room door locks upon check-in. Do not share your room door lock combination with anyone. The Office of Residence Life may change the door lock combination at any time at the expense of the resident if it is found that the student has shared the combination with others. The fee is $25 to change a room combination. Cooking PolicyStudents living in buildings that have kitchens are only permitted to cook in the kitchen. Students must clean up after cooking. This is not the responsibility of housekeeping staff. Kitchens that are not kept clean may be closed for use. With the exception of using a small microwave oven (微波炉) to heat food, students are not permitted to cook in their rooms.Pet PolicyNo pets except fish are permitted in student rooms. Students who are found with pets, whether visiting or owned by the student, are subject to an initial fine of $100 and a continuing fine of $50 a day per pet. Students receive written notice when the fine goes into effect. If, one week from the date of written notice, the pet is not removed, the student is referred to the Student Court.Quiet HoursResidential buildings must maintain an atmosphere that supports the academic mission of the University. Minimum quiet hours in all campus residences are 11:00 pm to 8:00 am Sunday through Thursday. Quiet hours on Friday and Saturday nights are 1:00 am to 8:00 am. Students who violate quiet hours are subject to a fine of $25.36. Which of the following items are allowed in student rooms?A. Ceiling fans and waterbeds.B. Wireless routers and radios.C. Hair dryers and candles.D. TVs and electric blankets.37. What if a student is found to have told his combination to others?A. The combination should be changed.B. The Office should be charged.C. He should replace the door lock.D. He should check out of the room.38. What do we know about the cooking policy?A. A microwave oven can be used.B. Cooking in student rooms is permitted.C. A housekeeper is to clean up the kitchen.D. Students are to close kitchen doors after cooking.39. If a student has kept a cat in his room for a week since the warning, he will face _____.A. parent visitsB. a fine of $100C. the Student CourtD. a written notice40. When can students enjoy a party in residences?A. 7:00 am, Sunday.B. 7:30 am, Thursday.C. 11:30 pm, Monday.D. 00:30 am, Saturday. 参考答案：1. ADC 2. DDA 3. BDA 4. CAD 5. DAACD。
高三英语阅读理解(时文广告)解题技巧讲解及练习题(含答案)
高三英语阅读理解(时文广告)解题技巧讲解及练习题(含答案)一、高中英语阅读理解时文广告类1．阅读理解As the most wonderful tools for learning and teaching English, iPads appeal to more and more students who use them to access online resources in their classrooms. With the help of the thousands of education and language apps available in Apple's app store, students make effective use of the iPad to learn in an interactive environment. Given below is a list of some of the best iPad apps for learning and teaching English.Grammar UpGrammar is the heart of any language and, thus, the Grammar Up app is one of the most highly recommended apps for English Learners. This app is specifically designed for people who want to improve their grammar, vocabulary and word selection. It consists of more than 1800 multiple-choice questions grouped under twenty different grammar categories.Learn English The Fun Way"Learn English the fun way" is an amazing app for grammar and matching lessons in which English learners get to do simple exercises such as matching an animal or a short description of something to its picture.SpeakingPalRecommended as one of the best apps for English educators and learners, SpeakingPal allows users to record and compare their speech with a native English speaker. This amazing app combines video with automatic speech recognition software that tests your English speaking skills. You just have to speak with a video character and get immediate response on how well you said and pronounced all your English words. In short, this app basically understands and rates your speech.Wordflex Touch DictionarTurn your word-meanings search into a fun experience with the Wordflex Touch Dictionary app! Developed exclusively for iPad in association with the Oxford University Press, the Wordflex Touch Dictionary app converts your word entries into attractive trees which you can move, drag, share and reorganize using touch gestures. This app is among the best as it also contains audio pronunciations both in UK and US English, which is a great benefit for English learners.iBooksiBooks is a complete book library for the iPad users. It includes the iBookstore and allows users to download and read books for free. It also allows users to save their favorite classics for free. The app features a beautiful bookshelf on which you can browse various books; tap a book to open and read it, and add notes to your favorite paragraphs in the book. You can also create your own texts and upload them into the app.（1）Which app might be the best choice for a kid who is beginning to learn grammar?A.Grammar UpB.Wordflex Touch DictionaryC.Learn English The Fun WayD.SpeakingPal（2）Which of the following is Right according to the passage?A.The Grammar Up app is the best recommended app for English learners.B.Wordflex Touch Dictionary provides pronunciation in British and American English.C.SpeakingPal allows users to compete with a native English speaker.D.iBooks is a free book library for English learners and teachers.（3）What's the purpose of the text?A.To advertise Apple's app store.B.To attract users to iPad.C.To distinguish some apps for English learning.D.To introduce some apps for English learners and educators.【答案】（1）C（2）B（3）D【解析】【分析】本文是一篇应用文。
快速阅读练习MediaSelectionforAdvertisements共26页文档
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.
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.
(英语) 英语阅读理解(时文广告)专题练习(及答案)及解析
（英语）英语阅读理解(时文广告)专题练习(及答案)及解析一、高中英语阅读理解时文广告类1．Choose the one that fits best according to the information given in the passage you have just read.（1）According to the passage, it is good habit to ______ when you are writing your email.A. include all of your social network linksB. send your emails to all of your coworkersC. use different font size to make the massage vividD. keep the subject line brief（2）Which of the following statements might the author agree with?A. The subject line is filled with Hey instead of being left blank.B. Using capitals is acceptable when offering congratulations.C. You are supposed to reply to only one person at a time.D. Social network links should be included in your signature.（3）In which of the following sentences does the phrase "cry wolf" is correctly used?A. Economists are just crying wolf while actually the economic future is not so bad.B. The government is always crying wolf and has never kept the promise to reduce taxes.C. He cried wolf when he received a letter saying that his application had been rejected.D. He just cried wolf in comforting her when he didn't know what had really happened.【答案】（1）D（2）B（3）A【解析】【分析】本文是一篇应用文，介绍了写电子邮件时应该避免的一些习惯。
快速阅读理解练习34.docx
二•快速阅读（9： 30-9： 45）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・ Interne匚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.Television's influe nee on advertising is fourfold. First, n arrowcasting 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. Sec on d, 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.Newspaper?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, ii m increased its national circulation （发彳亍量）by 40% and is now available for home delivery in ion ciues. 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 massage out.Newspapers are ofen the most important form of news for a local community, and they develop a high degree of loyalty from local reader.RadioAdvertising on radio continues to grow Radio is often used in conjunction with outdoor bilkboards （丿亠告It卑）and ihe 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. In ternet companies are also turning 10 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一satellite and Internet radio—will force radio advertisers to adapt their methods. Both of these radio forms allow listeners to tune in stations that are more distant than thelocal stations they could receive in the past. As a result, radio will increasingly attract target audiences who live many miles apart・MagazinesNewsweeklies, women5s 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 delive匚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・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 un derstand how to use an in creasing 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 organizations1 advertising in the near ftuture・ 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 client's 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.1.Television is an attractive advertising medium in that ___________ ・A)it has large audiencesB)it appeals to housewivesC)it helps build up a company's reputationD)it is affordable to most advertisers2.With the increase in the number of TV channels _______ ・A)the cost of TV advertising has decreasedB)the nu i fiber of TV viewers has in creasedC)advertisers1 interest in other media has decreasedD)the number of TV ads people can see has increasedpared with television, newspapers as an advertising medium _______________ .A)earn a larger annual ad revenueB)convey more detailed messagesC)use more production techniquesD)get messages out more effectively4.Advertising on radio continues to grow because _________ •A)more local radio stations have been set upB)modern technology makes it more entertainingC)it provides easy access to consumersD)it has been revolutionized by Internet radio.5.Magazines are seen by advertisers as an efficient way to _________ ・A)reach target audiencesB)modern technology makes it more entertaining C) appeal to educated people・D) convey all kinds of messages6.Oui-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 nowadays7.The challenge to Internet advertisers is to create ads that are __________ ・A)quick to updateB)pleasant to look atC)easy to rememberD)convenient to access8.Internet advertisers will have to adjust their methods to reach audiences that tend tobe ____________9.__________________ D irect mail is an effecitive form of advertising for businesses to develop ____________lO.This passage discusses how advertisers select _______________ f or advertisementsPart 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 A), B), C) and D). For questions 8-10, complete the sentences with the information given in the passage.Universities Branch OutAs never before in their long history, universities have become instruments of national competition as well as instruments of peace. They are the place of the scientific discoveries that moveeconomies forward, and the primary means of educating the talent required to obtain and maintain competitive advantage. But at the same time, the opening of national borders to the flow of goods, services, information and especially people has made universities a powerful force for global integration, mutual understanding and geopolitical stability・In response to the same forces that have driven the world economy, universities have become more self-consciously global: seeking students from around the world who represent the entire range of cultures and values, sending their own students abroad to prepare them for global careers, offering course of study that address the challenges of an interconnected world and collaborative （合作白勺）research programs to advance science for the benefit of all humanity.Of the forces shaping higher education none is more sweeping than the movement across borders. Over the past three decades the number of students leaving home each year to study abroad has grown at an annual rate of 3.9 percent, from 800,000 in 1975 to 2.5 million in 2004. Most travel from one developed nation to another, but the flow from developing to developed countries is growing rapidly. The reverse flow, from developed to developing countries, is on the rise, too. Today foreign students earn 30 percent of the doctoral degrees awarded in the United States and 38 percent of those in the United Kingdom・ And the number crossing borders for undergraduate study is growing as well, to 8 percent of the undergraduates at America's best institutions and 10 percent of all undergraduates in the U.K. In the United States, 20 percent of the newly hired professors in scienee and engineering are foreign-born, and in China many newly hired faculty members at the top research universities received their graduate education abroad・Universities are also encouraging students to spend some of their undergraduate years in another country. In Europe, more than 140,000 students participate in the Erasmus program each year, taking courses for credit in one of 2,200 participating institutions across the continent And in the United States, institutions are helping place students in the summer internships （实习）abroad to prepare them for global careers・ Yale and Harvard have led the way, offering every undergraduate at least one international study or internship opportunity—and providing the financial resources to make it possible.Globalization is also reshaping the way research is done・ One new trend involves sourcing portions of a research program to another country. Yale professor and Howard Hughes Medical Institute investigator Tian Xu directs a research center focused on the genetics of human disease at Shanghai's Fudan University, in collaboration with faculty colleagues from both schools. The Shanghai center has 95 employees and graduate students working in a 4,300-square-meter laboratoiy seminars with scientists from both campuses- The arrangement benefits both countries; Xu's Yale lab is more productive, thanks to the lower costs of conducting research in China, and Chinese graduate students, postdoctors and faculty get on-the-job training from a world-class scientist and his U・S・leam.As a result of its strength in science, the United States has consistently led the world in the commercialization of major new technologies, from the mainframe computer and the integrated circuit of the 1960s to the Internet infrastructure （基础设施）and applications software of the 1990s ・ the link between university-based science and industrial application is often indirect but sometimes highly visible: Silicon Valley was intentionally created by Stanford University, and Route 128 outside Boston has long housed companies spun off from MIT and Harvard・Around the world, governments have encouraged copying of this model, perhaps most successfully in Cambridge,England, where Microsoft and scores of other leading software and biotechnology companies have set up shop around the university.For all its success, the United States remains deeply hesitant about sustaining the research-university model. Most politicians recognize the link between investment in science and national economic strength, but support for research funding has been unsteady. The budget of the National Institutes of Health doubled between 1998 and 2003, but has risen more slowly than inflation since then. Support for the physical sciences and engineering barely kept pace with inflation during that same period. The attempt to make up lost ground is welcome, but the nation would be better served by steady, predictable increases in science funding at the rate of long-term GDP growth, which is on the order of inflation plus 3 percent per year.American politicians have great difficult recognizing that admitting more foreign students can greatly promote the national interest by increasing international understanding. Adjusted for in flation, public funding for international exchanges and foreign-language study is well below the levels of 40 years ago, in the wake of September 11, changes in the visa process caused a dramatic decline in the number of foreign students seeking admission to U.S. universities, and a corresponding surge in enrollments in Australia, Singapore and the U.K. Objections from American university and the business leaders led to improvements in the process and reversal of the decline, but the United States is still seen by many as unwelcoming to international students.Most Americans recognize that universities contribute to the nation's well-being through their scientific research, but many fear that foreign students threaten American competitiveness by taking their knowledge and skills back home. They fail to grasp that welcoming foreign students to the United States has two important positive effects: first, the very best of them stay in the States and—like immigrants throughout history—strengthen the nation; and second, foreign students who study in the United States become ambassadors for many of its most cherished (珍视) values when they return horne. Or at least they understand them better. In America as elsewhere, few instruments of foreign policy are as effective in promoting peace and stability as welcoming international university students・注意：此部分试题在答题卡1上。
高三英语阅读理解(时文广告)答题技巧及练习题(含答案)含解析
高三英语阅读理解(时文广告)答题技巧及练习题(含答案)含解析一、高中英语阅读理解时文广告类1．阅读理解The movie theater is a fantasy land that takes the dreams of anyone. It attracts groups of different tastes. There are certain characteristics that distinguish these people from one another. And the characteristics also help guide directors towards what is going to be the next big cinematic presentation.The RegularsThey are basically amateur movie critics themselves due to the amount of movies they watch. They do not decide more between movies and can generally see two or even three in one sitting. So older people are the regulars due to their plenty of free time they have.The Young ParentsChildren's movies are their entertainment of choice, and they tend to choose light-hearted humor over everything. Usually friendly, this group are great at socializing. As for the movie category for children, directors trust this group as they know what is wanted and expected in the types of movies.The CoupleThey are quick to get into the cinema and usually buy what is required by the female partner. What is usually a similar theme in their movies is at least a hinting at a love story of some sort. These groups are excellent test subjects for the production of Nicholas Sparks type movies as they feel like their love story is the next big production and thus directors are drawn towards them.The Noisy TeensThese types can interrupt a movie countless times. Though they may buy tons of food, they seem somehow not to send the food into their mouths and employees find much food is left on the floor as if a food fight went on during the film. Action and adventure movies come out usually for this crowd because the plot and fast-paced nature of the film usually keep the teens at bay for that time period.（1）The text would most benefit ________.A.film loversB.movie directorsC.theater visitorsD.cinema bosses（2）What do we learn about the Couple?A.They are required to get into the cinema soon.B.Both of them enjoy movies of different themes.C.The female partner often decides what they see.D.They like to judge the quality of the love-story films.（3）Which group will probably pay little attention to the subject of the movie?A.The Regulars.B.The Young Parents.C.The Couple.D.The Rowdy Teens.（4）What kind of movies most likely attracts the teens?A.Light-hearted humor movies.B.Nicholas Sparks type movies.C.Exciting movies about the war.D.Romantic love-story movies.（5）What's the text mainly about?A.Analysis of movie theater goers.B.Movies for people with different tastes.C.Approaches to attracting audiences.D.The recipe to pick a popular movie.【答案】（1）B（2）C（3）A（4）C（5）A【解析】【分析】本文是一篇应用文，分析了四类电影观众的特征。
大学英语四级阅读快速阅读题型特征及解题步骤
大学英语四级阅读：快速阅读题型特征及解题步骤快速阅读（一）题型特征这种题型考察的是在有限时间内（15分钟）找到指定信息（10道题目）的能力。
10道题目分成两种形式：1-7题是目前考的形式四选一，2006年12月至2007年12月的考试曾经考过正误判断，即给出一句话，根据原文判断其正误，如果正确就是Y（yes）、错误N（no）、没有给出NG（not given）；8-10题考根据原文内容进行填空。
不管考什么题型，出题者都会根据文章中的一句或者是几句话来出后面的一道题目，这时文章中有很多信息是无用的。
所以我们做题的核心思路就是根据题目去找其对应原文的信息，再把该题目和原文信息相比就可以得出答案。
（二）做题步骤由于在考场上，这部分时间很短，所以我们要充分利用时间，把该拿的分拿到手，合理安排做题的步骤。
建议如下：第一步：看标题文章的标题有两种：大标题和小标题。
大标题的作用在于告诉你这篇文章所讲述的核心内容是什么，优先注意其中的名词，因为主题一般是名词；小标题的作用在于帮助定位题目。
大标题是一定有的，小标题是偶尔出现一次。
如2008年6月的四级考试。
大标题为Media Selection for Advertisement，所以这篇文章一定讲的是"广告和媒体"这两个概念。
小标题有七个，分别是：Television、Newspaper、Radio、Magazines、Out-of-home advertising、Internet、Direct mail。
第1题题干中有television、第2题有TV channels，这两题定位就在小标题Television下。
以此类推，如第9题题干有direct mail，我们就去小标题Direct mail 下去寻找答案就可以了。
第二步：读题目在这一步中，有两个核心概念：分组题目及用关键信息定位。
一、分组题目如前所述，做题的核心思路是找到题目对应的文章信息。
高三英语阅读理解(时文广告)解题技巧及练习题(含答案)含解析
高三英语阅读理解(时文广告)解题技巧及练习题(含答案)含解析一、高中英语阅读理解时文广告类1．Choose the one that fits best according to the information given in the passage you have just read.Once again DC Comics and Warner Bros. have divided fans and critics over their latest superhero film.There had been worrying news about Justice League in the months before its release, with a lot of reshoots of scenes, a new director being brought in to finish the film after original director Zack Snyder's tragic loss of his daughter and, of course, a lot of talk about Ben Affleck's future in the role of Batman.Some people are saying that Justice League is another big disappointment, that it could have been incredible and instead fails to really entertain. Others say that Warner Bros. have finally got it right and that the future for the League looks bright.My opinion lies somewhere in the middle. The film was by no means a disappointment: it was exciting, funny and a lot of fun to watch. There's something special about watching the heroes from your childhood brought to life on the big screen and maybe that is affecting my opinion.However, I will say that a lot of work needs to be done if the producer wants to make a great success. Although the film was good, it was obvious which scenes had been reshot and how the characters had been changed. I also have to mention the several scenes in which the special effects were very badly done; these are the kinds of problems that you don't expect to see in a film with such a big budget.Another point to add is that it is good to see the producer making Superman slightly a brighter character and adding some jokes to the plot to keep things fun. But the producer must be careful not to make the mistake that another film producer—here, not mentioning the name—is coming very close to doing: turning all of the films into bright and colorful shows and losing a lot of seriously good stories.In the end, Justice League is not a perfect film but it is definitely not a terrible one. A lot of work is still to be done but I hope that DC does not completely lose its darker side.（1）Before the release of Justice League, many people showed their ______.A. pity for the director, Zack SnyderB. concern about the film's qualityC. higher expectation of the new directorD. support for the actor, Ben Affleck（2）According to the author, what's special about Justice League?A. It advocates social justice.B. It brings lots of fun to the audience.C. It has some brave heroes.D. It brings back childhood memories.（3）In Paragraph 5 the author mainly wants to express his ______.A. views on the film's weaknessB. advice to the film's directorC. love for the filmD. expectation of the film's sequels（4）The author mentioned another film producer to ______.A. stress the importance of fun in a filmB. show Justice League's lack of a serious plotC. serve as a warning to the producer of Justice LeagueD. set an example for the producer of Justice League【答案】（1）B（2）D（3）A（4）C【解析】【分析】本文是一篇应用文，介绍了作者对《正义联盟》这部电影的看法。
2008年四级考试(附答案)
一.写作部分（9：00－9：30）Part ⅠWriting (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。
二.快速阅读（9：30－9：45）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.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.Newspaper?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, ii m increased its national circulation (发行量) by 40% and is now available for home delivery in ion ciues. 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 massage out.Newspapers are ofen the most important form of news for a local community, and they develop a high degree of loyalty from local reader.RadioAdvertising on radio continues to grow Radio is often used in conjunction with outdoor bill-boards (广告牌) and ihe 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 10 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 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, w omen’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.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 ftuture. 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 client's 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.1. Television is an attractive advertising medium in that_____________.A) it has large audiencesB) it appeals to housewivesC) it helps build up a company's reputationD) it is affordable to most advertiser2. With the increase in the number of TV channels_________.A) the cost of TV advertising has decreasedB) the nuiflber of TV viewers has increasedC) advertisers' interest in other media has decreasedD) the number of TV ads people can see has increasedpared with television, newspapers as an advertising medium_________________.A) earn a larger annual ad revenueB) convey more detailed messagesC) use more production techniquesD) get messages out more effectively4.Advertising on radio continues to grow because ___________.A) more local radio stations have been set upB) modern technology makes it more entertainingC) it provides easy access to consumersD) it has been revolutionized by Internet radio.5.Magazines are seen by advertisers as an efficient way to___________.A) reach target audiencesB) modern technology makes it more entertaining C) appeal to educated people.D) convey all kinds of messages6.Oui-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 nowadays7. The challenge to Internet advertisers is to create ads that are___________.A) quick to updateB) pleasant to look atC) easy to rememberD) convenient to access8. Internet advertisers will have to adjust their methods to reach audiences that tend to be_____________9.Direct mail is an effecitive form of advertising for businesses to develop_________________________10.This passage discusses how advertisers select________________for advertisements.注意：收答题卡一作文和快速阅读部分（9：45－10：00）三.听力部分（10：00－10：35）Section C注意：此部分试题请在答题卡2上作答。
2008年6月大学英语四级(CET-4)真题试题A卷及参考答案
2008年6月大学英语四级考试A卷真题一.写作部分(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.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。
二.快速阅读(9：30-9：45)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.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.Newspaper?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, ii m increased its national circulation (发行量) by 40% and is now available for home delivery in ion ciues. 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 massage out.Newspapers are ofen the most important form of news for a local community, and they develop a high degree of loyalty from local reader.RadioAdvertising on radio continues to grow Radio is often used in conjunction with outdoor bill-boards (广告牌) and ihe 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 10 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 tune in stations that are more distant than thelocal stations they could receive in the past. As a result, radio will increasingly attract target audiences who live many miles apart.MagazinesNewsweeklies, 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.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 ftuture. 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 client's 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.1. Television is an attractive advertising medium in that_____________.A) it has large audiences B) it appeals to housewivesC) it helps build up a company's reputation D) it is affordable to most advertisers2. With the increase in the number of TV channels_________.A) the cost of TV advertising has decreased B) the nuiflber of TV viewers has increasedC) advertisers' interest in other media has decreased D) the number of TV ads people can see has increasedpared 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 effectively4.Advertising on radio continues to grow because ___________.A) more local radio stations have been set up B) modern technology makes it more entertainingC) 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) modern technology makes it more entertainingC) appeal to educated people.D) convey all kinds of messages6.Oui-of-home advertising has become more effective because_______A) billboards can be replaced within two hours B) consumers travel more now ever beforeC) such ads have been made much more attractive D) the pace of urban life is much faster nowadays7. 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 access8. Internet advertisers will have to adjust their methods to reach audiences that tend to be_____________9.Direct mail is an effecitive form of advertising for businesses to develop_________________________10.This passage discusses how advertisers select________________for advertisements.注意：收答题卡一作文和快速阅读部分(9：45-10：00)三.听力部分(10：00-10：35)Section A11. A) Give his ankle a good rest. B) Treat his injury immediately.C) Continue his regular activities.D) Be careful when climbing steps.12. A) On a train. B) On a plane. C) In a theater. D) In a restaurant.13. A) A tragic accident. B) A fad occasion C) Smith's unusual life story.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.B) Hard to understand.C) Lacking a goot plot.D) Not worth seeing twice.17. A) Attending every lecture.B) Doing losts of homework.C) Reading very extensively. 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. Question 19 to 22 are based on the passage 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.Question 23 to 25 are based on the passage you have just heard.23.a)marketing consultancy. b)Professional accountancy.c)luxury hotel management.d)business conference organization24.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 chances to visit japan.Section BPassage OneQuestion 26 to 28 are based on the passage you have just heard.26.a) The lack of time. b) The quality of life. c) The frustrations at work.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 TwoQuestion 29 to 31 are based on the passage you have just heard.29.a)family violence.b)his children's efforts.c)her father's disloyalty.d)his second wife's positive influence.30.a)his advanced age. b)his children's efforts.c) his improved financial condition.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 ThreeQuestion 32 to 35 are based on the passage you have just heard.32.a) it was located in a park b) its owner died of a heart attackc) it went bankrupt all of sudden. d) its potted plants were for lease only.33.a)planting some trees in the greenhouse b)writing a want ad to a local newspaperc)putting up a going out of business sign d)helping a customer select some purchases34.a)opening an offive in the new office park b)keeping better relations with her companyc)developing fresh business opportunities d)building a big greenhouse of his own35.a)owning the greenhouse one day b)securing a job at the office parkc)cultivating more potted plants. d)finding customers out of townSection C注意：此部分试题请在答题卡2上作答。
快速阅读理解练习34
二.快速阅读(9：30-9：45)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.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.Newspaper?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, ii m increased its national circulation (发行量) by 40% and is now available for home delivery in ion ciues. 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 massage out.Newspapers are ofen the most important form of news for a local community, and they develop a high degree of loyalty from local reader.RadioAdvertising on radio continues to grow Radio is often used in conjunction with outdoor bill-boards (广告牌) and ihe 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 10 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 tune in stations that are more distant than thelocal stations they could receive in the past. As a result, radio will increasingly attract target audiences who live many miles apart.MagazinesNewsweeklies, 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.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 ftuture. 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 client's 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.1. Television is an attractive advertising medium in that_____________.A) it has large audiencesB) it appeals to housewivesC) it helps build up a company's reputationD) it is affordable to most advertisers2. With the increase in the number of TV channels_________.A) the cost of TV advertising has decreasedB) the nuiflber of TV viewers has increasedC) advertisers' interest in other media has decreasedD) the number of TV ads people can see has increasedpared with television, newspapers as an advertising medium_________________.A) earn a larger annual ad revenueB) convey more detailed messagesC) use more production techniquesD) get messages out more effectively4.Advertising on radio continues to grow because ___________.A) more local radio stations have been set upB) modern technology makes it more entertainingC) it provides easy access to consumersD) it has been revolutionized by Internet radio.5.Magazines are seen by advertisers as an efficient way to___________.A) reach target audiencesB) modern technology makes it more entertaining C) appeal to educated people.D) convey all kinds of messages6.Oui-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 nowadays7. The challenge to Internet advertisers is to create ads that are___________.A) quick to updateB) pleasant to look atC) easy to rememberD) convenient to access8. Internet advertisers will have to adjust their methods to reach audiences that tend to be_____________9.Direct mail is an effecitive form of advertising for businesses to develop_________________________10.This passage discusses how advertisers select________________for advertisementsPart 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 A), B), C) and D). For questions 8-10, complete the sentences with the information given in the passage.Universities Branch OutAs never before in their long history, universities have become instruments of national competition as well as instruments of peace. They are the place of the scientific discoveries thatmove economies forward, and the primary means of educating the talent required to obtain and maintain competitive advantage. But at the same time, the opening of national borders to the flow of goods, services, information and especially people has made universities a powerful force for global integration, mutual understanding and geopolitical stability.In response to the same forces that have driven the world economy, universities have become more self-consciously global: seeking students from around the world who represent the entire range of cultures and values, sending their own students abroad to prepare them for global careers, offering course of study that address the challenges of an interconnected world and collaborative (合作的) research programs to advance science for the benefit of all humanity.Of the forces shaping higher education none is more sweeping than the movement across borders. Over the past three decades the number of students leaving home each year to study abroad has grown at an annual rate of 3.9 percent, from 800,000 in 1975 to 2.5 million in 2004. Most travel from one developed nation to another, but the flow from developing to developed countries is growing rapidly. The reverse flow, from developed to developing countries, is on the rise, too. Today foreign students earn 30 percent of the doctoral degrees awarded in the United States and 38 percent of those in the United Kingdom. And the number crossing borders for undergraduate study is growing as well, to 8 percent of the undergraduates at America’s best institutions and 10 percent of all undergraduates in the U.K. In the United States, 20 percent of the newly hired professors in science and engineering are foreign-born, and in China many newly hired faculty members at the top research universities received their graduate education abroad.Universities are also encouraging students to spend some of their undergraduate years in another country. In Europe, more than 140,000 students participate in the Erasmus program each year, taking courses for credit in one of 2,200 participating institutions across the continent. And in the United States, institutions are helping place students in the summer internships (实习) abroad to prepare them for global careers. Yale and Harvard have led the way, offering every undergraduate at least one international study or internship opportunity—and providing the financial resources to make it possible.Globalization is also reshaping the way research is done. One new trend involves sourcing portions of a research program to another country. Yale professor and Howard Hughes Medical Institute investigator Tian Xu directs a research center focused on the genetics of human disease at Shanghai’s Fudan University, in collaboration with faculty colleagues from both schools. The Shanghai center has 95 employees and graduate students working in a 4,300-square-meter laboratory seminars with scientists from both campuses. The arrangement benefits both countries; Xu’s Yale lab is more productive, thanks to the lower costs of conducting research in China, and Chinese graduate students, postdoctors and faculty get on-the-job training from a world-class scientist and his U.S. team.As a result of its strength in science, the United States has consistently led the world in the commercialization of major new technologies, from the mainframe computer and the integrated circuit of the 1960s to the Internet infrastructure (基础设施) and applications software of the 1990s. the link between university-based science and industrial application is often indirect but sometimes highly visible: Silicon Valley was intentionally created by Stanford University, and Route 128 outside Boston has long housed companies spun off from MIT and Harvard. Around the world, governments have encouraged copying of this model, perhaps most successfully in Cambridge, England, where Microsoft and scores of other leading software and biotechnologycompanies have set up shop around the university.For all its success, the United States remains deeply hesitant about sustaining the research- university model. Most politicians recognize the link between investment in science and national economic strength, but support for research funding has been unsteady. The budget of the National Institutes of Health doubled between 1998 and 2003, but has risen more slowly than inflation since then. Support for the physical sciences and engineering barely kept pace with inflation during that same period. The attempt to make up lost ground is welcome, but the nation would be better served by steady, predictable increases in science funding at the rate of long-term GDP growth, which is on the order of inflation plus 3 percent per year.American politicians have great difficult recognizing that admitting more foreign students can greatly promote the national interest by increasing international understanding. Adjusted for inflation, public funding for international exchanges and foreign-language study is well below the levels of 40 years ago, in the wake of September 11, changes in the visa process caused a dramatic decline in the number of foreign students seeking admission to U.S. universities, and a corresponding surge in enrollments in Australia, Singapore and the U.K. Objections from American university and the business leaders led to improvements in the process and reversal of the decline, but the United States is still seen by many as unwelcoming to international students.Most Americans recognize that universities contribute to the nation’s well-being through their scientific research, but many fear that foreign students threaten American competitiveness by taking their knowledge and skills back home. They fail to grasp that welcoming foreign students to the United States has two important positive effects: first, the very best of them stay in the States and—like immigrants throughout history—strengthen the nation; and second, foreign students who study in the United States become ambassadors for many of its most cherished (珍视) values when they return home. Or at least they understand them better. In America as elsewhere, few instruments of foreign policy are as effective in promoting peace and stability as welcoming international university students.注意：此部分试题在答题卡1上。
2019精品快速阅读练习化学
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 massage out. Newspapers are often the most important form of news for a local community, and they develop a high degree of loyalty from local reader.
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 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.
阅读理解(时文广告)练习题含答案
阅读理解(时文广告)练习题含答案一、高中英语阅读理解时文广告类1．阅读理解Your creativity and ideas can help other teachers. Submit your art lesson plan or activity today. Don't forget to include additional resource documents or a photo.Wet Chalk Painting Grades: K -4thLesson Plan Objectives: Development of fine motor skills (协调性) and creatively expressing the child's ideas and thoughts by a new medium.Materials Needed: Colored chalk, water, drawing paper, sponge, and newspapers.Lesson Procedure: Dip the colored chalk into water and draw on the paper. Another way is toput the drawing paper on newspapers, dampen it with a wet sponge, and then draw.Submitted by: JackSidewalk Drawing Grades: K -5thLesson Plan Objectives : Development of the creative process by doing artistic drawings in anew way and development of fine and gross motor skills (全身协调性).Materials Needed: Sidewalk or outdoor chalk and lots of sidewalk.Lesson Procedure: Give the children the chalk and let them draw whatever they choose on the sidewalk. You may also consider using this in teaching some other lessons (i. e. science).Submitted by: PeterRose - Colored Lorgnette Grades: AnyMaterials Needed: Half an egg carton (包装盒), scissors, glue, colored paper, scotch tape (通明胶带) and a seven inch stick.Lesson Plan Objectives: Child will construct an object that allows them to view the world in a variety of colors and will learn why certain objects in their colored environment look the way they do when certain colors are mixed.Lesson Plan Procedure: Cut windows in the bumps of half an egg carton. Glue circles of colored cellophane over the windows with rubber cement. Tape on a stick for a holder.Submitted by: Jennifer（1）Which art lesson plan is presented by Jennifer?A.Wet Chalk Painting.B.Sidewalk Drawing.C.Rose - Colored Lorgnette.D.Rainbow Fan.（2）What common material does Wet Chalk Painting and Sidewalk Drawing require?A.Scissors.B.Chalk.C.Stick.D.Sponge.（3）Rose - Colored Lorgnette is aimed at ___.A.encouraging the child to paint at willB.developing the child's motor skillsC.expressing the child's ideas and thoughtsD.bettering the child's understanding of colors【答案】（1）C（2）B（3）D【解析】【分析】本文是一篇应用文，介绍了三种美术课程的信息。
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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 (发行量) by 40% and is now available for home delivery in 168 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 massage out. Newspapers are often the most important form of news for a local community, and they develop a high degree of loyalty from local reader.
Media Selection for Advertisements
2020/12/10
1
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-ofhome. 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.
Second, there is an increase in the number of television channels avas. 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.
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(具有共同特点的) than they have been in the past.