After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement. We discuss here major types of media used in advertising.
Television
Television is an attractive medium for advertising because it delivers mass audiences to advertisers. 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.
Newspapers
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 television. Given new production techniques, newspapers are also a quick way of getting the message out. Newspapers are often the most important form of news for a local community, and they develop a high degree of loyalty (忠诚) from local readers.
Radio
Advertising on radio continues to grow. 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. Radio provides a way for advertisers to communicate with audience members at all times or the day. Consumers listen to radio on their way to school or work, at work, on the way home, and in the evening hours.
Magazines
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 (具有共同特点的). 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.
Out-of-home advertising
Out-of-home advertising, also called place-based advertising, has become an increasingly effective way of reaching consumers, who are more active than ever before. More consumers travel longer distances to and from work, which also makes out-of-home advertising effective.
Internet
As consumers become more comfortable with online shopping, Internet advertising will play a more prominent (显著的) role in organizations’ advertising in the near future. The challenge to Internet advertisers is to create ads that audience members remember.
IV. 词汇、句型与写作 ( 共四节，满分50分)
第一节 语法填空（共10小题，每小题1.5分，满分15分）
阅读下面短文，按照句子结构的语法性和上下文连贯的要求，在空格处填入一个适当的词或使用括号中词语的正确形式填空，并将答案填写在答题卡标号为61-70的相应位置上。
I was always told that the three Ps, --- patience, positive thinking and perseverance (毅力) were a sure path to success. But this advice does not always work 61 _ planned. One of my high school maths exams is one example. The exam, 62 _ was originally (最初) to be held in our classroom，
63 _ (change) to the library at the last minute. This, 64 , didn’t make me feel worried because maths had always been my strongest of all the subjects. I patiently walked to the library, took my seat and did some deep breathing in order to help relax 65 . But my mood (情绪) quickly changed when I saw 66 first question. I really had no idea how to do it. I tried to keep calm as my teacher had told me but after I thought it over for a few minutes, I still couldn’t find the solution to it. Even then I wasn’t discouraged and tried my best to stay positive and persevered 67 I finally worked it out. With the problem 68 (so
lve ), I felt delighted and very proud of my achievement. But 69 ( fortunate ), just at that time I realized that I had only ten minutes left 70 (complete ) the rest.
第二节 语法填空(共10小题；每小题1．5分，满分15分)
阅读下面短文，按照句子结构的语法性和上下文连贯的要求，在空格处填人一个适当的
词或使用括号中词语的正确形式填空，并将答案填写在答题卡标号为3l-40的相应位置上。
People who have lost the ability to understand or use words due to brain damage ___31____(call) aphasics(失语症患者). Such patients can be extremely good at something else. ___32______ the changing expressions on speakers’ faces and the tones of their voices, they can tell lies from truths.
Doctors studying the human brain have even compared this power to __33_______ of a dog with an ability to find out the drugs ____34______(hide) in the baggage.
Recently, scientists carried out tests to see ___35______ all that was said about aphasics was true. They studied a mixed group of people. Some were normal; __36________ were aphasics. It was proved that the aphasics were far ahead of the normal people in recognizing false speeches — in most cases, the normal people were fooled by words,____37________ the aphasics were not.
Dr. Oliver Sacks mentioned a particular case in ___38______ hospital. Some aphasics were watching the president giving a speech on TV. Since the president had been an actor ___39_____(early), making a good speech was no problem for him.
But his way of speaking had the opposite effect on the patients. They didn’t seem to believe him. Instead, they burst into laughter. The aphasics knew that the president did not mean a word of what he ____40______(say).
选择适当的词或短语并用其正确形式填空
1. Lacking necessary money, the small companies ________ one by one during the economic crisis two years ago.
2. He is delighted ________ his driving test and now can drive a car on his own.
3. The magazine is meant ________ white-collar working women in their twenties and thirties.
4. The incident(事件) ________ a chain(系列) of events which led to the outbreak of World War II.
5. It is easy to make a promise, but difficult to ______ it ______.
6. We watched the street lights ________ one after another at dawn.
7. Various factors ________ the downfall of the government.
8. Women only ________ 30 percent of the workforce in that factory.
9. We should avoid ________ this kind of trick again.
10. At the present speed, the world’s oil supply will ________ soon.
Do you constantly use the computer, whether for learning or entertainment? Computers give off radiation that is bad for your health, but here are some ways to protect yourself from computer radiation.
__ Green tea can be absorbed by the body easily into a form of vitamin A, which helps reduce radiation. _
_
It is advisable to attach a radiation filter plate （辐射过滤板） in front of your computer’s screen. Make sure to avoid putting any metal substances near your computer as these may have reflected some of the electromagnetic waves that are harmful to your health. __The brighter the screen the higher the radiation there will be and vice versa.
You can also put some radiation-absorbing plants such as several cacti near your computer to prevent radiation.
Make sure you do a skincare protection before sitting in front of the computer. __Wash your face soon after using the computer in order to reduce 70% of the radiation.
__ Old computer in general, has one to two times more radiations released than the new one within the same distance.
| A．And adjust the brightness of your computer screen. |
| B．Apply a layer of facial mask to protect yourself. |
| C．And adjust the sound level on your computer. |
| D．The most efficient way is by drinking some coffee regularly. |
E. The simplest way is by drinking 2 & 3 cups of green tea every day.
F. If possible, purchase a new computer instead of using an old model computer.
G. It also helps keep our eyes see things clearly in the dark by improving the visual ability.
阅读下面短文，按照句子结构的语法性和上下文连贯的要求，在空格处填入一个适当的词或使用括号中词语的正确形式填空，并将答案填写在答题卡标号为46～55的相应位置上。
Many people like to read the (46) _____ (late) newspaper. But (47) _____ is it produced so quickly?
The most important man may be the chief editor. He decides (48) _____ to do. Every morning the (49) _____ (journal) are sent to report the events. Sometimes they need a face-to-face interview with people (50) _____ do telephone interviews. Meanwhile, the picture editor (51) _____ (send) a photographer to take the pictures they need.
Later in the day, they pass the stories and the (52) _____ (develop) photos to the editor. (53)_____the chief editor will choose the most important news for the front page. (54)_____ editors read the stories, make some necessary changes and write headlines for them. Finally the newspaper is printed and (55) ______ (deliver) to different places.
语法填空：(共10题，每小题1.5分，共15分）
People can call 911 when they need help. The police will come quickly. This phone number should be used only 26 an emergency. But there have been some problems with people using the 911 phone number. 27 than half of the calls made to it are an accident. These accidental calls are not real emergencies.
Calling 911 when you do not need 28 can be very bad. It wastes the time of the people answering the calls. It can even force someone 29 has a real emergency to wait before 30 (get) the help they need.
Many accidental 911 calls come from cellphones. Sometimes keys on the phone 31 (push) and the call goes through without the owner of the phone knowing that he has called an emergency number. People are trying to find 32 way to solve this problem.
They are testing a new program that might help solve the problem of accidental 911 calls. This program will make 33 (call) of 911 calls push another key on the phone 34 it is a real emergency. People hope that this change 35 (reduce) the number of accidental 911 calls going through.
第Ⅱ卷 非选择题(共4大题,满分55分)
Ⅴ、课文填空(每空1分,满分10分)。
71.国内所有景区都是按照亚瑟王和圆桌骑士生活的时代复制的。
Every area of the park is ____ ____ life in the days of King Arthur and the Knights of the Round Wizard.
72.昨天，我和另一个学生代表我们学校的学生会，到首都国际机场迎接今年的国际学生。
Yesterday,another student and I, ____ our university's student ，went to the Capital International Airport to meet this year's international students.
73.不幸的是他的父亲去世了，整个家庭状况更糟了。
____ his father died, ____ his family even worse off.
74. 随着时间的推移，食物中的这些化学成分会在人体中堆积。
These chemicals in the food supply in people's bodies over time.
75. 她主张应该让野生动物留在野外生活，而不能用于娱乐或广告。
She has ____ that wild animals should be left in the wild and not used for ____ or advertisement.
第二节：语法填空（共10小题，每小题1.5分，满分15分）
Exercise is good for you, but most people really know very little about __31___ to exercise properly. So when you try, you __32___ run into trouble.
Many people believe that when specific muscles are exercised, the fat in the neighbouring area is “burned up”. Yet the truth is __33___ exercise burns fat from all over the body.
Studies show muscles which are not exercised lose their strength very quickly. To regain it __34___ (need) 48-72 hours and exercise every other day will keep a normal level of physical strength.
To lose weight you should always “work up a good sweat” when __35___ (exercise). Sweating only reduces body temperature to prevent heating. This is nothing __36___ water loss.
Walking is the best and easy-to-do exercise. ___37__ helps the circulation of blood throughout the body, and has a direct effect ___38__ your overall feeling of health. Experience says that 20 minutes’ exercise __39___ day is minimum amount. But if your breathing doesn’t return to normal state within minutes __40___ you finish exercising, you’ve done too much.
第二节语法填空（共10小题；每小题1.5分，满分15分）
阅读下面短文，按照句子结构的语法性和上下文连贯的要求，在空格处填入一个适当的词或使用括号中词语的正确形式填空，并将答案填写在答题卷标号为31-40的相应位置上。
In social life, time plays a very important part．In the U．S．A．guests tend to feel they are not highly regarded if the invitation 31 a dinner party is extended only three or four days 32 the party date．But it is not true in all countries．In 33 areas of the world, it may be considered foolish to make 34 appointment too far in advance because plans that are made for a date more than a week away tend 35 (forget)．The meaning of time differs in different parts of the world．Thus, misunderstandings arise between people from cultures 36 time is treated differently．Promptness is valued highly in American life, for example．If people are not punctual, they may be regarded as impolite or not fully 37 (responsibility). In the U.S.A. no one would think of keeping a business associate 38 (wait) for an hour; 39 would be too impolite．A person who is 5 minutes late will say a few words of explanation, 40 perhaps he will not complete the sentence．
第四节语法填空（共10小题，满分15分）
阅读下面短文，按照句子结构的语法性和上下文连贯的要求，在空格处填入一个适当的词或使用括号中的词的正确形式填空。
Good morning, ladies and gentlemen. I’m very pleased 56 (see) all of you here because you are my special guests. Welcome to our company’s museum. My name is Brown, George Brown. I’m the general manager of the company. As you all know, we 57 (main) make computers in our company, as well as some other electronic products. But we are also quite interested in 58 (educate). That’s why we have founded this museum, 59 children can learn how computers have been developed, how they are made 60 how they are used in industry, agriculture, scientific research and many other areas. Children can operate the computers, they can push the buttons and listen to stories 61 computers, and they can enjoy video shows. I know you are all teachers and you know 62 schoolchildren really need. So I hope you can give me suggestions after you 63 (show) around. I want my museum to be the best of its kind 64 it opens to all schoolchildren. This is Mr Tom Silver, my assistant. He will be your guide now. I’ll be with you in an hour and a half. Enjoy 65 . See you.
六、课文内容填空（共10小题，每小题0.5分，满分5分）
阅读下面的短文，在标有序号的空白处填入一个适当的词，或填入括号中单词的正确形式，并将相应答案写在答题纸上。
Festivals have many origins, some religious, some seasonal, and some for special people and events.
Festivals of the Dead are 79 (hold) to honor the dead or to satisfy the ancestors, who might return either to help or to do 80 . For the Japanese festival Obon, people should go to clean graves and light incense in 81 of their ancestors.
Harvest festivals can be very 82 events. People are grateful 83 their food is gathered for the winter and the agricultural work is 84 . In European countries, people will usually decorate churches and town halls 85 flowers and fruit. Some people might win awards for their farm produce, like the 86 (big) watermelon or the most handsome rooster. And in China, people 87 the moon and enjoy mooncakes.
Festivals let people enjoy life, be proud of their customs and forget their 88 for a while.
第二节：根据短文内容，从A、B、C、D、E中选出最适合放入短文空缺处的选项，并将序号及相应答案写在答题纸上。选项中有一项是多余选项。
Jogging (慢跑) is basically running at a steady (平稳的) speed over short or long distances. It has become popular some twenty years and remained a favorite way of keeping fit for lots of people．
65 People jog around college campuses, in parks, in the countryside and even in urban areas. Special courts, fields and running tracks are not necessary. Similarly, no special equipment is required — no costly hats, or balls, and no expensive sports kit. Good quality running shoes are advisable, but otherwise the jogger can simply wear loose, comfortable clothing.
66 It’s not unusual to see joggers exercising in the height of summer or in the depth of winter! Jogging is a solo (单独的) sport. You don’t need to wait until you have formed a team or found a partner. You can jog alone. A few words of warning, however: lone female joggers should be especially careful to choose sensible jogging routes, particularly at night time.
67 You just need to be basically healthy and after basic warming up, you are ready to begin. You simply start running, gently, and then build up to a steady pace. Do not overtire yourself by trying to go too fast. A steady, comfortable pace is your aim．
68 It’s good for the lungs, the heart and the circulation (循环). It’s easy and it’s convenient. Why don’t you try it? If you require more information, talk to one of the instructors at the sports centre. We are only too happy to help. Please remember: if you do decide to jog, talk to your doctor first if you have any health worries. Happy jogging!
A. Jogging is excellent for keeping fit.
B. That’s the reason why people like jogging.
C. The act of jogging doesn’t need any special training or skill.
D. One of the main advantages of jogging is that it can be done anywhere.
E. In addition to being able to jog anywhere, you can also jog at any time, in any season!
第二节完形填空（共20小题，每小题1分，满分20分）阅读下面短文，按照句子结构的语法性和上下文连贯的要求，在空格处填入一个适当的词或使用括号中词语的正确形式填空。
What will the city of the future look like? No one knows for sure, and (26) ____________ (make) predictions is a risky business. But one thing is certain—they are going to get bigger before they get smaller. In the future, care for the environment will become very important as earth’s natural (27)____________ (resource) run out. We will use lots of (28) ____________ (recycle) materials, such as plastic, aluminium, steel, glass, wood and paper, and we will waste fewer natural resources. We will also have to rely more (29) ____________ alternative energy, such as solar and wind power. All this seems certain, (30) ____________ there are plenty of things about city life in the future which are not certain.
B
Public transport (31) ____________ (provide) a cheap way to get around in Beijing. There are 20,000 buses and (32) ____________ (trolleybus) in Beijing, but they can get very (33) ____________ (crowd). It’s a good idea to avoid public transport during the (34) ____________ hour (6：30 am - 8：00 am and 5：00 pm - 6：30 pm). Fares are cheap, (35) ____________ (start) at 1 yuan. Air-conditioned buses cost more.
C
We use “learned” body language when we are (36) ____________ (introduce) to strangers. Like other animals, we are on guard until we know it is safe to (37) ____________ (relax). So every culture has developed a formal way to greet strangers, to show them we are not (38) ____________ (aggress). Traditionally, Europeans and Americans shake hands. They do this with the right hand—the (39) ____________ (strong) hand for most people. If our right hand is busy (40) ____________ (greet) someone, it cannot be holding a weapon.
D
We left the docks (41) ____________ a beautiful afternoon. The sun was shining (42) ____________ (bright) as we sailed downstream through a hilly region. Men (43) ____________ (ride) bamboo rafts along the river’s edge and coal boats went past. As the sun set we docked at Fengdu. We could see the sun (44) ____________ (set) behind the white pagoda. It was beautiful.
We slept through the first gorge, (45) ____________ is called the Qutang Gorge.
(2)根据课文内容填空(8分)
There are two main types of advertisements— commercial advertisements and 41 service advertisements (PSAs). A commercial advertisement is one which someone has paid for to 42 a product or service. PSAs are often placed for free, and are 43 to educate people about health., safety, or any other issue which affects public 44 .
This 45 will give you some information about RealCine: how it works, why it is better than 46 cinema,
and how it can be used in other ways. I believe you will be 47 by the RealCine experience, and will agree
that this is an extraordinary 48 that must be developed further.
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