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.
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.
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.
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.
以下是两篇课文选段，请任意选择一篇，并根据课文，在文中划线处填上适当单词，每空一词， (共10小题，计10分)
1） Born in 1930, Dr Yuan __1___ from Southwest Agricultural College in 1953. Since then, 2 ways to grow more rice has been his life goal. As a young man, he saw the great need for increasing the rice output. At that time, 3 was a disturbing problem in many parts of the countryside. Dr Yuan _4__ for a way to increase rice harvests without __5__ the area of the fields. In 1950, Chinese farmers could produce only fifty million tons of rice. In a recent harvest, however, nearly two hundred million tons of rice was produced. These ___6___ harvests mean that 22% of the world’s people are __7__ from just 7% of the farmland in China. Dr Yuan is now __8___ his knowledge in India, Vietnam and many other less developed countries to increase their rice harvests. __9___ to his research, the UN has more tools in the battle to __10__ the world of hunger. Using his hybrid rice, farmers are producing harvests twice as large as before.
2） The most universal 1 expression is, of course, the smile---its 2 is to show happiness and put people at 3 . It does not always mean that we are 4 happy, however. Smiles around the world can be _ 4 , hiding other feelings like anger, fear or worry. There are 5 smiles, such as when someone “lose face” and smiles to 6 it. However, the general 7 of smiling is to show good feelings.
From the time we are babies, we show 8 or anger by frowning. In most places around the world, frowning and turning one’s back to someone shows anger. __9 _ a fist and shaking it almost always means that someone is angry and 10_ another person.
五.语法填空 (20分)
May Day is coming. Our class have had a __1__about what to do during the holiday. Some are in favour of staying at __2__. They think it’s both convenient and 3 . What’ more, they can save___4___for other purposes. But they will lose the chance of getting to know the outside world.
___5___, others prefer to go out for traveling since it can increase their____6___ and broaden their horizons. But they will spend more money and meet some difficulties while ７ .
In my opinion, it would be much ＿＿８＿＿to stay at home , for I can do＿９＿＿I like, such as reading books, watching TV, and helping my parents ＿10＿＿housework.
1. _________ 2. ____________ 3. ______________ 4. ____________ 5. __________
6. _________ 7. ____________ 8. ______________ 9. ____________ 10.__________
第二卷（共35分）
第四部分：写作（共两节，满分35分）
第一节：短文填词（共10小题；每小题1分，满分10分）
阅读下面短文，根据以下提示：1）汉语提示；2）首字母提示；3）语境提示，在每个空格内填入一个适当的英语单词，并将该词完整地写在右边相对应的横线上。所填单词要求意义准确、拼写正确。
Dear Sally,
Hi! I’m Li Ying, your new pen friend from Fujian, China. I got your name
and address from a magazine and thought I would w to you. Well, 76.
let me start by telling you something about . I’m a high school 77.
student of seventeen. I have many hobbies, among __ reading novels and 78.
collecting (邮票) are my favorites. I love the outdoors, especially 79.
the sea and I’ve been on several tours abroad. I also enjoy (听) 80.
to both pop and classical music. In a word, I’m a (谦虚的) , 81.
patient and caring person. I guess life in London must wonderful 82.
with so many places of i to visit and so much tasty food to enjoy. I 83.
hope to visit London d my holidays because I really like to 84.
learn more about your culture. I’m 1 forward to hearing from you. 85.
Yours,
Li Ying
第二卷（共35分）
第四部分：写作（共两节，满分35分）
第一节：短文填词（共10小题；每小题1分，满分10分）
阅读下面短文，根据以下提示：1）汉语提示；2）首字母提示；3）语境提示，在每个空格内填入一个适当的英语单词，并将该词完整地写在右边相对应的横线上。所填单词要求意义准确、拼写正确
On May 9th, 1906, an American Anne Jevis’s mother died. Ann was in deep
sorrow. In order to memorize her mother, she forward a suggestion to 76.
fix a day as Mother’s Day. On May 7th, 1914 a law was passed, m the 77.
second Sunday of May “Mother’s Day”. Today (百万) of Americans 78.
(庆祝) Mother’s Day in some way. They buy more than 150,000,000 79.
Mother’s Day greeting cards. There are d kinds of greeting cards, 80.
most of show pictures of flowers, hearts or other things to express 81.
a person’s love for his or her mother. Jevis’s mother was f of the 82.
white carnation, so carnations are specially c for Mother’s Day. 83.
And it is one of the days of the year for the whole flower 84.
(产业) as there are too many flowers to be sent at the same time. 85.
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。
In the 1960s, a family that owned a farm near Belfast, Tennessee kept a bull chained __31_____ an oak tree. The bull paced around the tree, ____32_____(drag) the heavy iron chain, which led to a groove (槽) in the bark (树皮). ____33_____groove was deepened over the years. Though for whatever reason, it did not kill the tree.
34 some years, the family took their bull away. They cut the chain, leaving the loop around the tree and one link 35 (hang down).
Then one year, agricultural catastrophe struck Tennessee in the form of Dutch oak disease. All of the oaks lining the road leading to the farm became infected 36 died. Everyone thought that the old oak tree would be the next. The farm owners considered 37 (go) the safe thing: pulling it out and chopping it up into firewood before it died.
38 (surprise), the tree did not die. Nobody could understand 39 it was the only oak still standing in the county. It' s said that 40 doesn' t kill you will make you stronger. Or, as a plant pathologists (病理学家 ) put it , "Life breaks us all, but afterwards, many of us are strongest at the broken places."
第二节（共8小题；每小题1分，满分8分）
阅读下面短文。根据短文内容，在表格中第63至第70小题的空格里填上适当的单词，使信息完整。每空填一个词。
Green is an important color in nature. It is the color of grass, the leaves on trees and most growing plants. Sometimes, the word green means young, fresh and growing. Sometimes, it describes something that is not yet ripe or finished. For example, a greenhorn is someone who has no expereince, who is new to a situation. In the 15th century, a greenhorn was a young cow or ox whose horns had not yet developed. A century or so later, a greenhorn was a soldier who had not yet had any experience in battle. By the 18th century, a greenhorn had the meaning it has today.
Someone who has the ability to grow plants well is said to have a green thumb. The expression comes from the early 1990s. A person with a green thumb seems to have a magic touch that makes plants grow quickly and well. You might say that the woman next door has a green thumb if her garden continues to grow long after your plants have died.
The Green Revolution is the name given some years ago to the development of new kinds of rice and other grains. The new plants produced much larger crops. The Green Revolution was the result of hard work by agricultural scientists who had green thumbs.
Green is also the color used to describe the powerful emotion, envy. The green-eyed monster is not a terrible creature from outer space. It is an expression used about four hundred years ago by British writer William Shakespeare in his play “Othello.” It describes the unpleasant feeling a person has when someone else has something he wants. A young man may suffer from the green-eyed monster if his girlfriend begins going out with someone else. Or, that green-eyed monster may affect your friend if you get a pay rise and she does not.
| Main idea: Green is an important color which means being young, 63 and growing. |
|
| Greenhorn |
It refers to someone who has 64 nothing. |
| Green thumb |
A person with a greenthumb 65 plants well, and his/her garden continues to grow long after the 66 of your plants. |
| Green Revolution |
It is the name given to the 67 of new plants, which were produced by agricultural scientists and had larger 68 . |
| Green-eyed monster |
It 69 the unpleasant feeling a person has when 70 person has something he wants. |
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