2008年大学英语四级考试AB卷真题及答案（一）

  Recreational activity

  In people's daily life, there are various recreational activities apart from studying or working ranging from Karaoke or dancing to computer games or sports games.

  Such activities are beneficial as well as harmful to us if undertaken inappropriately. On one hand, recreational activities can help us to not only build our body and mind but also improve our communication and understanding with friends because most of these activities are done with others. On the other hand, if we spend too much time on singing, dancing or other games, we might fail to concentrate on our duties such as studying our working, which in turn may lead to further consequences.

  As far as I'm concerned, recreational activities should be done within a certain limit so that we can keep a proper balance between recreation and studying or working life.

  Part II Reading Comprehension (Skimming and Scanning) (15 minutes)
  10%（10×1%）
  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 ABCD, for questions 8-10, complete the sentences with the information given in the passage.

  Media Selection for Advertisements

  After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement. We discuss here the major types of media used in advertising. We focus our attention on seven types of advertising: television, newspapers, ratio, magazines, out-of-home, internet, and direct mail.

  Television
  Television is an attractive medium for advertising because it delivers mass audiences to advertisers. When you consider that nearly three out of four Americans have seen the game show Who Wants to Be a Millionaire? You can understand the power of television to communicate with a large audience. When advertisers create a brand, for example, they want to impress consumers with the brand and its image. Television provides an ideal vehicle for this type of communication. But television is an expensive medium, and not all advertisers can afford to use it.

  Television's influence on advertising is fourfold. First, narrowcasting means that television channels are seen by an increasingly narrow segment of the audience. The Golf Channel, for instance, is watched by people who play golf, Home and Garden Television is seen by those interested in household improvement projects, thus, audiences are smaller and more homogeneous 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.