歷年大學(xué)英語四級(jí)考試試題及參考答案

PAGEPAGE10/38200712月全國大學(xué)英語四級(jí)考試真題和答案PartIIReadingComprehension(SkimmingandScanning)(15minutes)Directions:Inthispart,youwillhave15minutestogooverthepassageandanswerthequestionsonAnswerSheet1.Forquestions1-7,choosethebestanswerfromthefourchoicesmarkedA),B),C)andD).Forquestions8-10,completethesentenceswiththeinformationgiveninthepassage.UniversitiesBranchOutAsneverbeforeintheirlonghistory,universitieshavebecomeinstrumentsofnationalcompetitionaswellasinstrumentsofpeace.Theyaretheplaceofthescientificdiscoveriesthatmoveeconomiesforward,andtheprimarymeansofeducatingthetalentrequiredtoobtainandmaintaincompetitiveadvantage.Butatthesametime,theopeningofnationalborderstotheflowofgoods,services,informationandespeciallypeoplehasmadeuniversitiesapowerfulforceforglobalintegration,mutualunderstandingandgeopoliticalstability.Inresponsetothesameforcesthathavedriventheworldeconomy,universitieshavebecomemoreself-consciouslyglobal:seekingstudentsfromaroundtheworldwhorepresenttheentirerangeofculturesandvalues,sendingtheirownstudentsabroadtopreparethemforglobalcareers,offeringcourseofstudythataddressthechallengesofaninterconnectedworldandcollaborative(合作的)researchprogramstoadvancescienceforthebenefitofallhumanity.Oftheforcesshapinghighereducationnoneismoresweepingthanthemovementacrossborders.Overthepastthreedecadesthenumberofstudentsleavinghomeeachyeartostudyabroadhasgrownatanannualrateof3.9percent,fromin1975to2.5millionin2004.Mosttravelfromonedevelopednationtoanother,buttheflowfromdevelopingtodevelopedcountriesisgrowingrapidly.Thereverseflow,fromdevelopedtodevelopingcountries,isontherise,too.Todayforeignstudentsearn30percentofthedoctoraldegreesawardedintheUnitedStatesand38percentofthoseintheUnitedKingdom.Andthenumbercrossingbordersforundergraduatestudyisgrowingaswell,to8percentoftheundergraduatesatAmerica’sbestinstitutionsand10percentofallundergraduatesintheU.K.IntheUnitedStates,20percentofthenewlyhiredprofessorsinscienceandengineeringareforeign-born,andinChinamanynewlyhiredfacultymembersattopresearchuniversitiesreceivedtheirgraduateeducationabroad.Universitiesarealsoencouragingstudentstospendsomeoftheiryearsinanothercountry.InEurope,morethan140,000studentsparticipateintheErasmusprogrameachyear,takingcoursesforcreditinoneof2,200participatinginstitutionsacrossthecontinent.AndintheUnitedStates,institutionsarehelpingplacestudentsinthesummerinternshipsabroadtopreparethemforglobalcareers.YaleandHarvardhaveledtheway,offeringeveryatleastoneinternationalstudyorinternshipopportunity—andprovidingthefinancialresourcestomakeitpossible.Globalizationisalsoreshapingthewayresearchisdone.Onenewtrendinvolvessourcingportionsofaresearchprogramtoanothercountry.YaleprofessorandHowardHughesMedicalInstituteinvestigatorTianXudirectsaresearchcenterfocusedonthegeneticsofhumandiseaseatShanghai’sFudanUniversity,incollaborationwithfacultycolleaguesfrombothschools.TheShanghaicenterhas95employeesandgraduatestudentsworkingina4,300-square-meterlaboratoryseminarswithscientistsfrombothcampuses.Thearrangementbenefitsbothcountries;Xu’sYalelabismoreproductive,thankstothelowercostsofconductingresearchinChina,andChinesegraduatestudents,postdoctorsandfacultygeton-the-jobtrainingfromaworld-classscientistandhisU.S.team.Asaresultofitsstrengthinscience,theUnitedStateshasconsistentlyledtheworldinthecommercializationofmajornewtechnologies,fromthemainframecomputerandtheintegratedcircuitofthe1960stotheInternetinfrastructure(基礎(chǔ)設(shè)施)andapplicationssoftwareofthe1990s.thelinkbetweenuniversity-basedscienceandindustrialapplicationisoftenindirectbutsometimeshighlyvisible:SiliconValleywasintentionallycreatedbyStanfordUniversity,andRoute128outsideBostonhaslonghousedcompaniesspunofffromMITandHarvard.Aroundtheworld,governmentshaveencouragedcopyingofthismodel,perhapssuccessfullyinCambridge,England,whereMicrosoftandscoresofotherleadingsoftwareandbiotechnologycompanieshavesetupshoparoundtheuniversity.Forallitssuccess,theUnitedStatesremainsdeeplyhesitantaboutsustainingtheresearch-universitymodel.Mostpoliticiansrecognizethelinkbetweeninvestmentinscienceandnationaleconomicstrength,butsupportforresearchfundinghasbeenunsteady.ThebudgetoftheNationalInstitutesofHealthdoubledbetween1998and2003,buthasrisenmoreslowlythaninflationsincethen.Supportforthephysicalsciencesandengineeringbarelykeptpacewithinflationduringthatsameperiod.Theattempttomakeuplostgroundiswelcome,butthenationwouldbebetterservedbysteady,predictableincreasesinsciencefundingatrateoflong-termGDPgrowth,whichisontheorderofinflationplus3percentperyear.Americanpoliticianshavegreatdifficultrecognizingthatadmittingmoreforeignstudentscangreatlypromotethenationalinterestbyincreasinginternationalunderstanding.Adjustedforinflation,publicfundingforinternationalexchangesandforeign-languagestudyiswellbelowthelevelsof40yearsago,intheofSeptember11,changesinthevisaprocesscausedadramaticdeclineinthenumberofforeignstudentsseekingadmissiontoU.S.universities,andacorrespondingsurgeinenrollmentsinAustralia,SingaporeandtheU.K.ObjectionsfromAmericanuniversityandthebusinessleadersledtoimprovementsintheprocessandreversalofthedecline,buttheUnitedStatesisstillseenbymanyasunwelcomingtointernationalstudents.MostAmericansrecognizethatuniversitiescontributetothenation’swell-beingthroughtheirscientificresearch,butmanyfearthatforeignstudentsthreatenAmericancompetitivenessbytakingtheirknowledgeandskillsbackhome.TheyfailtograspthatwelcomingforeignstudentstotheUnitedStateshastwoimportantpositiveeffects:first,theverybestofthemstayintheStatesand—likeimmigrantsthroughouthistory—strengthenthenation;andsecond,foreignstudentswhostudyintheUnitedStatesbecomeambassadorsformanyofitsmostcherished(珍視)valueswhentheyreturnhome.Oratleasttheyunderstandthembetter.Americaaselsewhere,fewinstrumentsofforeignpolicyareaseffectiveinpromotingpeaceandstabilityaswelcominginternationaluniversitystudents.注意：此部分試題在答題卡1上。Fromthefirstparagraphweknowthatpresent-dayuniversitieshavebecome .morepopularizedthaneverbeforeB)in-servicetrainingorganizationsC)apowerfulforceforglobalintegrationD)moreandmoreresearch-orientedOverthepastdecades,theenrollmentofoverseasstudentshasincreased .atanannualrateof8percentB)atanannualrateof3.9percentC)by800,000D)by2.5millionIntheUnitedStates,howmanyofthenewlyhiredprofessorsinscienceengineeringareforeign-born?A)38%B)10%C)30%D)20%HowdoYaleandHarvardpreparetheirundergraduatesforglobalcareers?Theygivethemchancesforinternationalstudyorinternship.TheyarrangeforthemtoparticipateintheErasmusprogram.Theyofferthemvariouscoursesininternationalpolitics.Theyorganizeaseriesofseminarsonworldeconomy.Anexampleillustratingthegeneraltrendofuniversities’globalizationis .Yale’sestablishingbranchcampusesthroughouttheworldYale’sstudentexchangeprogramwithEuropeaninstitutionsYale’shelpingChineseuniversitiestolaunchresearchprojectsYale’scollaborationwithFudanUniversityongeneticresearch.WhatdowelearnaboutSiliconValleyfromthepassage?ItisknowntobethebirthplaceofMicrosoftCompany.ItwasintentionallycreatedbyStanfordUniversity.ItiswheretheInternetinfrastructurewasbuiltup.IthousesmanycompaniesspunofffromMITandHarvard.WhatissaidabouttheU.S.federalfundingforresearch?A)Ithasincreasedby3percent.B)Itdoubledbetween1998and2003.C)Ithasbeenunsteadyforyears.D)Ithasbeenmorethansufficient.ThedramaticdeclineintheenrollmentofforeignstudentsintheU.S.September11wascausedby .ManyAmericansfearthatAmericancompetitivenessmaybethreatenedbyforeignstudentswhowill .ThepolicyofwelcomingforeignstudentscanbenefittheU.S.inthattheverybestofthemwillstayand .SectionADirections:Inthissection,thereisapassagewithtenblanks.Youarerequiredtoselectonewordforeachblankfromalistofchoicesgiveninawordbankfollowingthepassage.Readthepassagethroughcarefullybeforemakingyourchoices.Eachchoiceinthebankisidentifiedbyaletter.PleasemarkthecorrespondingletterforeachitemonAnswerSheet2withasinglelinethroughthecentre.Youmaynotuseanyofthewordsinthebankmorethanonce.Questions47to56arebasedonthefollowingpassage.Aswarspreadstomanycornersoftheglobe,childrensadlyhavebeendrawnintothecenterofconflicts.InAfghanistan,Bosnia,andColombia,however,groupschildrenhavebeentakingpartinpeaceeducation 47 .Thechildren,afterlearningtoresolveconflicts,tookonthe 48 ofpeacemakers.TheChildren’sMovementforPeaceinColombiawasevennominated(提名)fortheNobelPeacePrizein1998.groupsofchildren 49 aspeacemakersstudiedhumanrightsandpovertyissuesinColombia,eventuallyformingagroupwithfiveotherschoolsinBogotaknownasTheSchoolsofPeace.Theclassroom 50 opportunitiesforchildrentoreplaceangry,violentbehaviorswith 51 ,peacefulones.Itisintheclassroomthatcaringandrespectforeachpersonempowerschildrentotakeastep 52 towardbecomingpeacemakers.Fortunately,educatorshaveaccesstomanyonlineresourcesthatare 53 usefulwhenhelpingchildrenalongthepathtopeace.TheYoungPeacemakersClub,startedin1992,providesaWebsitewithresourcesforteachersand 54 onstartingKindnessCampaign.TheWorldCentersofCompassionforChildrenInternationalcallattentiontochildren’srightsandhowtohelpthe 55 ofwar.StartingaPeacemakers’Clubisapraiseworthyventureforaclassandonethatcouldspreadtootherclassroomsandideallyaffectthecultureofthe 56 2A)victimsI)forwardB)technologyJ)especiallyC)roleK)entireD)respectivelycooperativeE)projectsM)comprehensiveF)offersN)assumingG)informationO)actingH)imagesSectionBDirections:Thereare2passagesinthissection.Eachpassageisfollowedbysomequestionsorunfinishedstatements.ForeachofthemtherearefourchoicesmarkedA),B),C)andD).YoushoulddecideonthebestchoiceandmarkthecorrespondingletteronAnswerSheet2withasinglelinethroughthecentre.PassageOneQuestions57to61arebasedonthefollowingpassage.InthisageofInternetchat,videogamesandrealitytelevision,thereisnoshortageofmindlessactivitiestokeepachildoccupied.Yet,despitethecompetition,8-year-olddaughterRebeccawantstospendherleisuretimewritingshortstories.Shewantstoenteroneofherstoriesintoawritingcontest,acompetitionshewonlastyear.AsawriterIknowaboutwinningcontests,andaboutlosingthem.Iknowwhatisliketoworkhardonastoryonlytoreceivearejectionslipfromthepublisher.Ialsoknowthepressureoftryingtoliveuptoareputationcreatedbypreviousvictories.Whatifshedoesn’twinthecontestagain?That’sthestrangethingaboutbeingaparent.Somanyofourownpastscarsanddashedhopescansurface.ArevelationcamelastweekwhenIaskedher,“Don’tyouwanttowinagain?”“No,”shereplied,“Ijustwanttotellthestoryofanangelgoingtograde.”Ihadjustspentweekscorrectingherstoriesasshespontaneouslytoldthem.TellingmyselfthatIwasmerelyanexperiencedwriterguidingtheyoungwriteracrossthehall,Iofferedsuggestionsforcharacters,conflictsandendingshertales.Thestoryaboutafearfulangelstartingfirstgradewasquickly“guided”bymeintothetaleofalittlegirlwithawildimaginationtakingherfirstmusiclesson.Ihadturnedhercontestintomycontestwithoutevenrealizingit.Stayingbackandgivingkidsspacetogrowisnotaseasyasitlooks.BecauseIknowverylittleaboutfarmanimalswhousetoolsorangelswhogotofirstgrade,IhadtoacceptthefactthatIwasco-optingmydaughter’sexperience.Whilesteppingbackwasdifficultforme,itwascertainlyagoodfirststepthatIwillquicklyfollowwithmoresteps,puttingmyselffarenoughawaytogiveroombutcloseenoughtohelpifasked.AllthewhileIwillberemindingmyselfthatchildrenneedroomtoexperiment,growandfindtheirownvoices.注意：此部分試題請(qǐng)?jiān)诖痤}卡2上作答。Whatdowelearnfromthefirstparagraph?Alotofdistractionscompeteforchildren’stimenowadays.Childrendofindlotsoffuninmanymindlessactivities.Rebeccaismuchtoooccupiedtoenjoyherleisuretime.Rebeccadrawsonalotofonlinematerialsforherwriting.Whatdidtheauthorsayaboutherownwritingexperience?Shewasconstantlyunderpressureofwritingmore.Mostofherstorieshadbeenrejectedbypublishers.Shedidnotquiteliveuptoherreputationasawriter.Herwaytosuccesswasfullofpainsandfrustrations.WhydidRebeccawanttoenterthisyear’swritingcontest?Shehadwonaprizeinthepreviouscontest.Shewantedtoshareherstorieswithreaders.Shewassureofwinningwithhermother’shelp.Shebelievedshepossessedrealtalentforwriting.Theauthortookgreatpainstorefineherdaughter’sstoriesbecause .shewantedtohelpRebeccarealizeherdreamsofbecomingawritershewasafraidRebecca’simaginationmightrunwildwhilewritingshedidnotwanttodisappointRebeccawhoneededherhelpsomuchshebelievedshehadtheknowledgeandexperiencetoofferguidanceWhat’stheauthor’sadviceforparents?Childrenshouldbegiveneverychancetovoicetheiropinions.Parentsshouldkeepaneyeontheactivitiestheirkidsengagein.Childrenshouldbeallowedfreedomtogrowthroughexperience.Awritingcareer,thoughattractive,isnotforeverychildtoPassageTwoQuestions62to66arebasedonthefollowingpassage.Byalmostanymeasure,thereisaboominInternet-basedinstruction.Injustafewyears,34percentofAmericanuniversitieshavebegunofferingsomeformofdistancelearning(DL),andamongthelargerschools,it’scloseto90percent.Ifyoudoubtthepopularityofthetrend,youprobablyhaven’theardoftheUniversityofPhoenix.Itgrantsdegreesentirelyonthebasisofonlineinstruction.Itenrolls90,000students,astatisticusedtosupportitsclaimtobethelargestprivateuniversityinthecountry.Whilethekindsofinstructionofferedintheseprogramswilldiffer,DLsignifiesacourseinwhichtheinstructorspostsyllabi(課程大綱),readingassignment,andschedulesonWebsites,andstudentssendintheirassignmentsbye-mail.Generallyspeaking,face-to-facecommunicationwithaninstructorisminimizedoreliminatedaltogether.Theattractionforstudentsmightatfirstseemobvious.Primarily,there’stheconveniencepromisedbycoursesontheNet:youcandothework,astheysay,inyourpajamas(睡衣).Butfiguresindicatethatthereducedeffortresultsinareducedcommitmenttothecourse.WhiledropoutrateforallfreshmenatAmericanuniversitiesisaround20percent,therateforonlinestudentsis35percent.Studentsthemselvesseemtounderstandtheweaknessesinherentinthesetup.InasurveyconductedforeCornell,theDLdivisionofCornellUniversity,lessthanathirdoftherespondentsexpectedthequalityoftheonlinecoursetobeasastheclassroomcourse.Clearly,fromtheschools’perspective,there’salotofmoneytobesaved.Althoughsomeofthemoreambitiousprogramsrequirenewinvestmentsinserversandnetworkstosupportcollaborativesoftware,mostDLcoursescanrunonexistingorminimallyupgradedsystems.Themorestudentswhoenrollinacoursebutdon’tcometocampus,themoreschoolsavesonkeepingthelightsonintheclassrooms,payingdoorkeepers,andmaintainingparkinglots.And,whilethere’sevidencethatinstructorsmustworkhardertorunaDLcourseforavarietyofreasons,theywon’tbepaidanymore,andmightwellbepaidless.注意：此部分試題請(qǐng)?jiān)诖痤}卡2上作答。WhatisthemoststrikingfeatureoftheUniversityofPhoenix?Itboaststhelargestnumberofstudentsoncampus.Allitscoursesareofferedonline.C)Itsonlinecoursesareofthebestquality.D)Anyonetakingitsonlinecoursesissuretogetadegree.Accordingtothepassage,distancelearningisbasicallycharacterizedby .aminimumortotalabsenceofface-to-faceinstructionaconsiderableflexibilityinitsacademicrequirementsthegreatdiversityofstudents’academicbackgroundsthecasualrelationshipbetweenstudentsandprofessorsManystudentstakeInternet-basedcoursesmainlybecausetheycan .saveagreatdealontravelingandboardingexpensesselectcoursesfromvariouscollegesanduniversitiesworkontherequiredcourseswheneverandwhereverearntheiracademicdegreeswithmuchlesseffortWhataccountsforthehighdrop-outratesforonlinestudents?Thereisnomechanismtoensurethattheymaketherequiredeffort.Thereisnostrictcontrolovertheacademicstandardsofthecourses.Theevaluationsystemusedbyonlineuniversitiesisinherentlyweak.Lackofclassroominteractionreducestheeffectivenessofinstruction.Accordingtothepassage,universitiesshowgreatenthusiasmforDLprogramsforthepurposeof .buildinguptheirreputationB)upgradingtheirteachingfacilitiesC)providingconvenienceforstudentsD)cuttingdownontheirexpensesPartVCloze(15minutes)Directions:Thereare20blanksinthefollowingpassage.ForeachblankarefourchoicesmarkedA),B),C)andD)ontherightsideofthepaper.YoushouldchoosetheONEthatbestfitsintothepassage.ThenmarkthecorrespondingletteronAnswerSheet2withasinglelinethroughthecentre.注意：此部分試題請(qǐng)?jiān)诖痤}卡2上作答。Onefactorthatcaninfluenceconsumersistheirmoodstate.Moodmaybedefined 67 atemporaryandmildpositiveornegativefeelingthatisgeneralizedandnottied 68 anyparticularcircumstance.Moodsshouldbe 69 fromemotionswhichareusuallymoreintense, 70 tospecificcircumstances,andoftenconscious. 71 onesense,theeffectofaconsumer’smoodcanbethoughtofin 72 thesamewayascanourreactionstothe 73 ofourfrinhenourfriendsarehappyand“up”,thattrendstoinfluenceuspositively, 74 theyare“down”,thatcanhavea 75 impactonus.Similarly,consumersoperatingundera 76 moodstatetendtoreacttostimuli(刺激因)inadirection 77 withthatmoodstate.Thus,forexample,weshouldexpectto 78 inapositivemoodstateevaluateproductsinmoreofa 79 mannerthantheywouldwhennotinsuchastate. 80 ,moodstatesappearcapableof 81 aconsumer’smemory.Moodsappeartobe 82 influencedbymarketingtechniques.Forexample,rhythm,pitch,and 83 ofmusichasbeenshowntoinfluencebehaviorsuchthe 84 oftimespentinsupermarketsor 85 topurchaseproducts.Inaddition,advertisingcaninfluenceconsumers’moodswhich,in 86 ,arecapableofinfluencingconsumer’reactionstoproducts.A)withB)aboutC)asD)byA)upB)toC)underD)overA)dividedB)derivedC)descendedD)distinguishedA)referredB)relatedC)attachedD)associatedA)InB)OnC)ByD)OfA)thusB)stillC)muchD)evenA)behaviorB)gestureC)signalD)viewA)forB)providedC)unlessD)butA)relativeB)negativeC)sensitiveD)decisiveA)fixedB)grantedC)givenD)drivenA)insistentB)resistantC)persistentD)consistentA)retailersB)consumersC)businessmenD)manufacturersA)casualB)seriousC)favorableD)criticalA)MoreoverB)HoweverC)NeverthelessD)OtherwiseA)liftingB)raisingC)cultivatingD)enhancingA)rarelyB)readilyC)currentlyD)cautiouslyA)volumeB)speedC)stepD)bandA)extentB)scopeC)amountD)rangeA)capacitiesB)facilitiesC)intentionsD)reflectionsA)turnB)depthC)totalD)PartVITranslation(5minutes)Directions:CompletethesentencesbytranslatingintoEnglishtheChineseinbrackets.PleasewriteyourtranslationonAnswerSheet2.注意：此部分試題請(qǐng)?jiān)诖痤}卡2上作答，只需寫出譯文部分。 (多虧了一系列的新發(fā)明),doctorsandtreatdiseasesuccessfully.Inmysixties,onechangeInoticeisthat 前更容易累了).Iamgoingtopursuethiscourse, 么樣的犧牲).Iwouldprefershoppingonlinetoshoppinginadepartmentstorebecause (它更加方便和省時(shí)).ManyAmericansliveoncredit,andtheirqualityoflife (是用他們能夠借到多少來衡量的),nothowmuchtheyearn.答案快速閱讀D)apowerfulforceforglobalintegrationC)atanannualrateof3.9percent3.B)20%D)TheygivethemchancesforinternationalstudyorinternshipA)Yale'scollaborationwithFudanUniversityongeneticresearchC)ItwasintentionallycreatedbyStanfordUniversity.B)Ithasbeenunsteadyforyears.changesinthevisaprocesstaketheirknowledgeandskillsbackhomestrengthenthenation閱讀SectionAK.projectsM.roleA.actingJ.offersD.cooperativeforwardF.especiallyI.informationO.victimsE.entire.閱讀SectionB閱讀標(biāo)紅的為爭(zhēng)議題，老丁的答案必定最權(quán)威。A)Allitscoursesareofferedonline.C)aminimumortotalabsenceofface-to-faceinstruction.D)workontherequiredcourseswheneverandwherever.C)Thereisnomechanismtoensurethattheymaketherequiredeffort.B)cuttingdownontheirexpenses.D)Alotofdistractionscompeteforchildren'stimenowadays.B)Herwaytosuccesswasfullofpainsandfrustrations.C)Shewantedtoshareherstorieswithreaders.A)shebelievedshehadtheknowledgeandexperiencetoofferguidanceB)Childrenshouldbeallowedfreedomtogrowthroughexperience.完型AasCtoDdistinguishedArelatedCInBmuchDbehaviorBbutCnegativeAgivenDconsistentAconsumersDfavorableCMoreoverBenhancingAreadilyDvolumeBamountDintentionsAturn翻譯ThankstoaseriesofnewinventionsIammoreinclinedtogettiredthanbeforenomatterwhatkindofsacrificeIwillmaketheformerismoreconvenientandtime-saving/itismoreismeasuredbyhowmuchtheycanborrow20086一寫作部分(9：00-9：30)PartⅠWriting(30minutes)Directions:Forthispart,youareallowed30minutestowriteALetterofApologyaccordingtotheoutlinegivenbelow.Youshouldwriteatleast120wordsfollowingtheoutlinegivenbelowinChinese.娛樂活動(dòng)多種多樣娛樂活動(dòng)可能使人們受益，也可能有危害性二快速閱讀(9：30-9：45)MediaSelectionforAdvertisementsAfterdeterminingthetargetaudienceforaproductorservice,advertisingagenciesmustselecttheappropriatemediafortheadvertisement.Wediscussherethemajortypesofmediausedinadvertising.Wefocusourattentiononseventypesofadvertising:television,newspapers,radio,magazines,out-of-home.Internet,anddirectmail.TelevisionTelevisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers.WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire?youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience.Whenadvertiserscreateabrand,forexample,theywanttoimpressconsumerswiththebrandanditsimage.Televisionprovidesanidealvehicleforthistypeofcommunication.Buttelevisionisanexpensivemedium,andnotalladvertiserscanaffordtouseit.Television'sinfluenceonadvertisingisfourfold.First,narrowcastingmeanstelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,forinstance.iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous(具有共同特點(diǎn)的)thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.Newspaper?Aftertelevision,themediumattractingthenext largestannualadrevenueisnewspapers.TheNewTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually,iimincreaseditsnationalcirculation(發(fā)行量by40%andisnowavailableforhomedeliveryinionciues.Locally,newspapersarethelargestadvertisingmedium.Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger.moredetailedmessagetotheiraudiencethantheycanthrough48hours,meaningnewspapersarealsoaquickwayofgettingthemassageout.Newspapersareofenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreader.RadioAdvertisingonradiocontinuestogrowRadioisoftenusedinconjunctionwithoutdoorbill-boards(廣告牌andiheInternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeansadvertiserscanaffordtorepealtheiradsoften.Internetcompaniesarealsoturning10radioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.TwomajorandInternetradio—willforceradioadvertiserstoadapttheirmethods.Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast.Asaresult,radiowillincreasinglyattracttargetaudienceswholivemanymilesapart.MagazinesNewsweeklies,women’stitles,andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh-endmarket,magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver.Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers,butmagazineaudiencesaremorehomogeneous,ifyoureadsportsillustrated,forexample,youhavemuchincommonwiththemagazine’sotherreaders.Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers.Advertiserusingtheprintmedia-magazinesandnewspapers-willneedtoadapttotwomainchanges.First,theinternetwillbringlargeraudiencestolocalnewspapers,thesesecond.Advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetaudiences.Althoughsomemagazineswillmaintainnationalaudiences,alargenumberofmagazineswillentertainnarroweraudiences.Out-of-homeadvertisingOut-of-home advertising. Also called place-based advertising, has become increasinglyeffectivewayofreachingconsumers,whoaremoreactivethaneverbefore.Many consumers today do not sit at home and watch television. Using newsstands,andbussheltersforadvertisingisaneffectivewayofreachingtheseon-the-goconsumers.Moreconsumerstravellongerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective,technologyhaschangedthenatureofthebillboardbus