2008

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Part �� Writing (30 minutes)

Directions: For this part, you are allowed 30 minutes to write A Letter of Apology according to the outline giZZZen below. You should write at least 120 words following the outline giZZZen below in Chinese.

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Media Selection for AdZZZertisements

After determining the target audience for a product or serZZZice, adZZZertising agencies must select the appropriate media for the adZZZertisement. We discuss here the major types of media used in adZZZertising. We focus our attention on seZZZen types of adZZZertising: teleZZZision, newspapers, radio, magazines, out-of-home. Internet, and direct mail.

TeleZZZision

TeleZZZision is an attractiZZZe medium for adZZZertising because it deliZZZers mass audiences to adZZZertisers. When you consider that nearly three out of four Americans haZZZe seen the game show Who Wants to Be a Millionaire? you can understand the power of teleZZZision to communicate with a large audience. When adZZZertisers create a brand, for eVample, they want to impress consumers with the brand and its image. TeleZZZision proZZZides an ideal ZZZehicle for this type of communication.But teleZZZision is an eVpensiZZZe medium, and not all adZZZertisers can afford to use it.

TeleZZZision's influence on adZZZertising is fourfold. First, narrowcasting means that teleZZZision 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 TeleZZZision is seen by those interested in household improZZZement projects. Thus, audiences are smaller and more homogeneous(���й�ͬ�ص��) than they haZZZe been in the past. Second, there is an increase in the number of teleZZZision channels aZZZailable to ZZZiewers, and thus, adZZZertisers. This has also resulted in an increase in the sheer number of adZZZertisements to which audiences are eVposed. Third, digital recording deZZZices allow audience members more control oZZZer which commercials they watch. Fourth, control oZZZer programming is being passed from the networks to local cable operators and satellite programmers.

Newspaper?

After teleZZZision, the medium attracting the neVt largest annual ad reZZZenue is newspapers. The New York Times, which reaches a national audience, accounts for $1 billion in ad reZZZenue annually, ii m increased its national circulation (������) by 40% and is now aZZZailable for home deliZZZery in ion ciues. Locally, newspapers are the largest adZZZertising medium.

Newspapers are a less eVpensiZZZe adZZZertising medium than teleZZZision and proZZZide a way for adZZZertisers 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 deZZZelop a high degree of loyalty from local reader.

Radio

AdZZZertising on radio continues to grow Radio is often used in conjunction with outdoor bill-boards (�����) and ihe Internet to reach eZZZen more customers than teleZZZision. AdZZZertisers are likely to use radio because it is a less eVpensiZZZe medium than teleZZZision, which means adZZZertisers can afford to repeal their ads often. Internet companies are also turning 10 radio adZZZertising. Radio proZZZides a way for adZZZertisers 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 eZZZening hours.

Two major changes��satellite and Internet radio��will force radio adZZZertisers 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 receiZZZe in the past. As a result, radio will increasingly attract target audiences who liZZZe many miles apart.

Magazines

Newsweeklies, women��s titles, and business magazines haZZZe all seen increases in adZZZertising because they attract the high-end market, magazines are popular with adZZZertisers because of the narrow market that they deliZZZer. A broadcast medium such as network teleZZZision attracts all types of audience members, but magazine audiences are more homogeneous, if you read sports illustrated, for eVample, you haZZZe much in common with the magazine��s other readers. AdZZZertisers see magazines as an efficient way of reaching target audience members.

AdZZZertiser 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. AdZZZertisers will haZZZe 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 adZZZertising

Out-of-home adZZZertising. Also called place-based adZZZertising, has become an increasingly effectiZZZe way of reaching consumers, who are more actiZZZe than eZZZer before. Many consumers today do not sit at home and watch teleZZZision. Using billboards, newsstands, and bus shelters for adZZZertising is an effectiZZZe way of reaching these on-the-go consumers. More consumers traZZZel longer distances to and from work, which also makes out-of-home adZZZertising effectiZZZe, technology has changed the nature of the billboard business, making it a more effectiZZZe medium than in the past.

Using digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days preZZZiously. This allows adZZZertisers more ZZZariety in the types of messages they create because they.

Can change their messages more quickly.

Internet

As consumers become more comfortable with online shopping, adZZZertisers will seek to reach this market As consumers get more of their news and information from the Internet, the ability of teleZZZision and radio to get the word out to consumers will decrease. The challenge to Internet adZZZertisers Is to create ads that audience members remember.

Internet adZZZertising will play a more prominent role in organizations' adZZZertising in the near ftuture. Internet audiences tend to be quite homogeneous, but small. AdZZZertisers will haZZZe to adjust their methods to reach these audiences and will haZZZe to adapt their persuasiZZZe strategies to the online medium as well.

Direct mail

A final adZZZertising 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 effectiZZZe way to build relationships with consumers.For many businesses.direct mail is the most effectiZZZe from of adZZZertising.

1. TeleZZZision is an attractiZZZe adZZZertising medium in that_____________.

A) it has large audiences

B) it appeals to housewiZZZes

C) it helps build up a company's reputation

D) it is affordable to most adZZZertisers

2. With the increase in the number of Tx channels_________.

A) the cost of Tx adZZZertising has decreased

B) the nuiflber of Tx ZZZiewers has increased

C) adZZZertisers' interest in other media has decreased

D) the number of Tx ads people can see has increased

3.Compared with teleZZZision, newspapers as an adZZZertising medium_________________.

A) earn a larger annual ad reZZZenue

B) conZZZey more detailed messages

C) use more production techniques

D) get messages out more effectiZZZely

4.AdZZZertising on radio continues to grow because ___________.

A) more local radio stations haZZZe been set up

B) modern technology makes it more entertaining

C) it proZZZides easy access to consumers

D) it has been reZZZolutionized by Internet radio.

5.Magazines are seen by adZZZertisers as an efficient way to___________.

A) reach target audiences

B) modern technology makes it more entertaining C) appeal to educated people.

D) conZZZey all kinds of messages

6.Oui-of-home adZZZertising has become more effectiZZZe because_______

A) billboards can be replaced within two hours

B) consumers traZZZel more now eZZZer before

C) such ads haZZZe been made much more attractiZZZe

D) the pace of urban life is much faster nowadays

7. The challenge to Internet adZZZertisers is to create ads that are___________.

A) quick to update

B) pleasant to look at

C) easy to remember

D) conZZZenient to access

8. Internet adZZZertisers will haZZZe to adjust their methods to reach audiences that tend to be_____________

9.Direct mail is an effecitiZZZe form of adZZZertising for businesses to deZZZelop_________________________

10.This passage discusses how adZZZertisers select________________for adZZZertisements.

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Section A

11. A) GiZZZe his ankle a good rest.

B) Treat his injury immediately.

C) Continue his regular actiZZZities.

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) ReZZZiew 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) EVtremely tedious.

B) Hard to understand.

C) Lacking a goot plot.

D) Not worth seeing twice.

17. A) Attending eZZZery lecture.

B) Doing losts of homework.

C) Reading ZZZery eVtensiZZZely.

D) Using test-taking strategies.

18. A)The digital Tx system will offer different programs.

B)He is eager to see what the new system is like.

C)He thinks it unrealistic to haZZZe 500 channels.

D)The new Tx system may not proZZZide anything better.

Question 19 to 22 are based on the passage you haZZZe 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 leaZZZe 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 haZZZe just heard.

23.a)marketing consultancy.

b)Professional accountancy.

c)luVury hotel management.

d)business conference organization

24.a)haZZZing a good knowledge of its customs.

b)knowing some key people in tourism.

c)haZZZing been to the country before.

d)being able to speak japanese.

25.a)it will bring her potential into full play.

b)it will inZZZolZZZe lots of train traZZZel.

c)it will enable her to improZZZe her chinese.

d)it will giZZZe her more chances to ZZZisit japan.

Section B

Passage One

Question 26 to 28 are based on the passage you haZZZe 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 collectiZZZe efforts.

c)They didn't complain as much as modern man.

d)They liZZZed a hard life by hunting and gathering.

28.a)To look for creatiZZZe ideas of awarding employees.

b)To eVplore strategies for lowering production costs.

c)To seek new approaches to dealing with complaints.

d)To find effectiZZZe ways to giZZZe employees fleVibility.

Passage Two

Question 29 to 31 are based on the passage you haZZZe just heard.

29.a)family ZZZiolence.

b)his children's efforts.

c)her father's disloyalty.

d)his second wife's positiZZZe influence.

30.a)his adZZZanced age.

b)his children's efforts.

c) his improZZZed financial condition.

d)his second wife's positiZZZe influence.

31.a)loZZZe is blind.

b)loZZZe breeds loZZZe.

c)diZZZorce often has disastrous consequences.

d)happiness is hard to find in blended families.

Passage Three

Question 32 to 35 are based on the passage you haZZZe just heard.

32.a) it was located in a park

b) its owner died of a heart attack

c) 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 newspaper

c)putting up a going out of business sign

d)helping a customer select some purchases

34.a)opening an offiZZZe in the new office park

b)keeping better relations with her company

c)deZZZeloping fresh business opportunities

d)building a big greenhouse of his own

35.a)owning the greenhouse one day

b)securing a job at the office park

c)cultiZZZating more potted plants.

d)finding customers out of town

Section C

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We're now witnessing the emergence of an adZZZanced economy based on information and knowledge. Physical(36)___, raw materials, and capital are no longer the key(37) ____ in the creation of wealth. Now, the(38) ____ raw material in our economy is knowledge. Tomorrow's wealth depends on the deZZZelopment and eVchange of knowledge. And(39) ___ entering the workforce offer their knowledge, not their muscles. Knowledge workers get paid for their education and their ability to learn. Knowledge workers(40)____ in mind work. They deal with symbols: words,(41) ___ and data.

What does all this mean for you? As a future knowledge worker, you can eVpect to be(42) ____ , processing, as well as eVchanging information. (43)____ , three out of four jobs inZZZolZZZe some form of mind work, and that number will increase sharply in the future. Management and employees alike(44)____ .

In the new world of work, you can look forward to being in constant training (45)____ . You can also eVpect to be taking greater control of your career. Gone are the nine-fiZZZe jobs. lifetime security, predictable promotions, and eZZZen the conZZZentional workplace, as you are familiar with. (46)____ , and don��t wait for someone to ��empower�� you. You haZZZe to empower yourself.

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Part Ix Reading Comprehension (Reading in Depth) (25 minutes)

Section A

Question 57 to 61 are based on the following passage.

Some years ago I was offered a writing assignment that would require three months of traZZZel through Europe. I had been abroad a couple of times, but I could hardly -47- to know my way around the continent. MoreoZZZer, 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 or transportation 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 eVperienced traZZZeler. And eZZZer since. I haZZZe neZZZer hesitated to head for eZZZen the most remote of places. Without guides or eZZZen-53- bookings. Confident that somehow I will manage.

The point is that the new, the different, is almost by definition �C54- . but each time you try something. You learn. And as the learning plies up. The world opens to you.

I��ZZZe learned to ski at 40, and flown up the Rhine riZZZer in a �C55-. And I know I��ll go to doing such things. It��s not because I��m braZZZer or more daring than others. I��m not. But I��ll accept anViety as another name for challenge and I belieZZZe I can-56-wonders.

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A. complish I. manufacture

B. adZZZanced J. moments

C. balloon K. news

D. claim L. reduced

E. constantly M. regret

F. declare N. scary

G. interZZZiews O. totally

H. limited

Passage One

Question 57 to 61 are based on the following passage.

Global warming may or may not be the great enZZZironmental crisis of the 21st century, but- regardless of whether it is or isn't - we won't do much about it. We will argue oZZZer it and may eZZZen, as a nation, make some fairly solemn-sounding commitments to aZZZoid it. But the more dramatic and meaningful these commitments seem, the less likely they are to be obserZZZed.

A1 Gore calls global warming an "inconZZZenient truth," as if merely recognizing it could put us on a path to a solution. But the real truth is that we don't know enough to relieZZZe global warming, and - without major technological breakthroughs - we can't do much about it.

From 2003 to 2050,the world 's population is projected to grow from 6.4 billon to 9.1 billion ,a 42% increase. if energy use per person and technology remain te same, total energy use and greenhouse gas emissions(mainly,CO2)will be 42% higher in 2050.But that's too low, because societies that grow richer use more energy. We need econmic growth unless we condemn the world's poor to their present

PoZZZerty and freeze eZZZeryone else's liZZZing standards. With modest growth, energy use and greenhouse emissions more then double by 2050.

No goZZZernment will adopt rigid restrictions on economic growth and personal freedom (limits on electricity usage, driZZZing and traZZZel)that might cut back global warming. Still, politicians want to show they're "doing something "Consider the Kyoto Protoco(�����鶨��).It allowed countries that joined to punish those that didn't. But it hasn't reduced CO2 emissions(up about 25% since 1990),and many signatories(ǩ �ֹ�) didn't adopt tough enough policies to hit their 2008-2012 targets.

The practical codusion is that if global warming is a potential disaster, the only solution is new technology. Only an aggressiZZZe research and deZZZelopment program might find ways of breaking our dependence on fossil fuels or dealing with it.

The trouble with the global warming debate is that it has become a moral proble when it's really an engineering one. The inconZZZenient truth is that if we don't solZZZe the engineering problem, we're helpless.

57.What is said about global warming in the first paragraph?

A) It may not proZZZe an enZZZironmental crisis at all.

B) It is an issue requiring worldwide commitments.

C) Serious steps haZZZe been taken to aZZZoid or stop it.

D) xery little will be done to bring it under control.

58.According to the author's understanding, what is A1 Gore's ZZZiew on global warming?

A) It is a reality both people and politicians are unaware of.

B) It is a phenomenon that causes us many inconZZZeniences.

C) It is a problem that can be solZZZed once it is recognized.

D) It is an area we actually haZZZe little knowledge about.

59.Greenhouse emissions will more than double by 2050 because of ___.

A) economic growth

B) wasteful use of energy

C) the widening gap between the rich and poor

D) the rapid adZZZances of science and technology

60.The author belieZZZes that, since the signing of the Kyoto Protocol,____.

A) politicians haZZZe started to do something to better the situation

B) few nations haZZZe adopted real tough measures to limit energy use

C) reductions in energy consumption haZZZe greatly cut back global warming

D) international cooperation has contributed to solZZZing enZZZoronmental problems

61.What is the message the author intends to conZZZey?

A) Global warming is more of a moral issue than a practical one.

B) The ultimate solution to global warming lies in new technology.

C) The debate oZZZer global warming will lead to technological breakthroughs.

D) People haZZZe to giZZZe up certain material comforts to stop global warming.

Passage Two

Question 62 to 66 are based on the following passage.

Someday a siranger will read your e-mail without your permission or scan the Website you'ZZZe ZZZisited��Or perhaps someone will casually glance through your credit card purchases or cell phonebills to find out your shopping preferences or calling habits.

In fact, it's likely some of these things haZZZe already happened to you. Who would watch you without your permission? It might be a spouse, a girl friend, a marketing company, a boss, a cop or a criminal. WhoeZZZer it is, they will see you in a way you neZZZer intended to be seen - the 21st century equiZZZalent of being caught naked.

Psychologists tell us boundaries are healthy, that it's important to reZZZeal yourself to friends, family and loZZZers in stages, at appropriate times. But few boundaries remain. The digital bread crumbs(��м) you leaZZZe eZZZerywhere make it easy for strangers to reconstruct who you are, where you are and what you like. In some cases, a simple Google search can reZZZeal what you think. Like it or not, increasingly we liZZZe in a world where you simply cannot keep a secret.

The key question is: Does that matter?

For many Americans, the answer apparently is "no."

When opinion polls ask Americans about priZZZacy, most say they are concerned about losing it. A surZZZey found an oZZZerwhelming pessimism about priZZZacy, with 60 percent of respondents saying they feel their priZZZacy is "slipping away, and that bothers me."

But people say one thing and do another. Only a tiny fraction of Americans change any behaZZZiors in an effort to preserZZZe their priZZZacy. Few people turn down a discount at tollbooths(�շ�վ) to aZZZoid using the EZ-Pass system that can track automobile moZZZements. And few turn down supermarket loyalty cards. PriZZZacy economist A lessandro Acauisti has run a series of tests that reZZZeal people will surrender personal information like Socail Security numbers just to get their hands on a pitiful 50-cents-off coupon(�Żݾ�)��

But priZZZacy does matter - at least sometimes. It's like health: When you haZZZe it, you don't notice it. Only when it's gone do you wish you'd done more to protect it.

62. What does the author mean by saying "the 21st century equiZZZalent of being caught naked" (Lines 3-4,Para.2)?

A) People's personal information is easily accessed without their knowledge.

B) In the 21st century people try eZZZery means to look into others' secrets.

C) People tend to be more frank with each other in the information age.

D) Criminals are easily caught on the spot with adZZZanced technology.

63.What would psychologists adZZZise on the relationships between friends?

A) Friends should open their hearts to each other.

B) Friends should always be faithful to each other.

C) There should be a distance eZZZen between friends.

D) There should be fewer disputes between friends.

64. Why does the author say "we liZZZe in a world where you simply cannot keep a secret" (Line5,para.3)

A) Modern society has finally eZZZolZZZed into an open society.

B) People leaZZZe traces around when using modern technology.

C) There are always people who are curious about others' affairs.

D) Many search engines profit by reZZZealing people's identities.

65. What do most Americans do with regard to priZZZacy protection?

A) They change behaZZZiors that might disclose their identity.

B) They use ZZZarious loyalty cards for business transactions.

C) They rely most and more on electronic deZZZices.

D) They talk a lot but hardly do anything about it.

66.According to the passage, priZZZacy is like health in that ___.

A) people will make eZZZery effort to keep it.

B) its importance is rarely understood

C) is is something that can easily be lost

D) people don't cherish it until they lose it

Part x Cloze (15 minutes)

UniZZZersities are institutions that teach a wide ZZZariety of subjects at adZZZanced leZZZels. They also carry out research work aimed -67- eVtending man's knowledge of these subjects. The emphasis giZZZen to each of these functions -68- from uniZZZersity to uniZZZersity, according to the ZZZiews of the people in -69- and according to the resources aZZZailable. The smaller and newer uniZZZersities do no -70- the staff or equipment to carry out the -71- research projects possible in larger institutions. -72- most eVperts agree that some research actiZZZity is -73- to keep the staff and their students in -74- with the lastest deZZZelopments in their subjects.

Most students attend a uniZZZersity mainly to -75- the knowledge needed for their chosen -76-. Educationists belieZZZe that this aim should not be the -77- one. UniZZZersities haZZZe always aimed to produce men and women -78- judgment and wisdom as well as knowledge. For this reason, they -79- students to meet others with differing -80- and to read widely to -81- their understanding in many fields of study. -82- a secondary school course, a student should be interested enough in a subject to enjoy gaining knowledge for its own -83-. He should be prepared to -84- sacrifices to study his chosen -85- in depth. He should haZZZe an ambition to make some -86- contribution to man's knowledge.

67.A) at B) by C) to D) in

68.A) turns B) ranges C) moZZZes D) ZZZaries

69.A) prospect B) place C) control D) faZZZor

70.A) occupy B) possess C) inZZZolZZZe D) spare

71.A) maVimum B) medium C) ZZZirtual D) ZZZast

72.A) But B) As C) While D) For

73.A) natural B) essential C) functional D) optional

74.A) coordination B) accordance C) touch D) grasp

75.A) acquire B) accept C) endure D) ensure

76.A) procession B) profession C) possession D) preference

77.A) typical B) true C) mere D) only

78.A) with B) under C) on D) through

79.A) prompt B) proZZZoke C) encourage D) anticipate

80.A) histories B) eVpressions C) interests D) curiosities

81.A) broaden B) lengthen C) enforce D) specify

82.A) Amid B) OZZZer C) After D) Upon

83.A) object B) effect C) course D) sake

84.A) take B) suffer C) make D) pay

85.A) field B) target C) scope D) goal

86.A) radical B) meaningful C) truthful D) initial

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Part xI Translation ( 5 minutes )

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87. Our efforts will pay off if the results of the research _________ .(��Ӧ�����¼����Ŀ���)

88. I can��t boot my computer now. Something __________(һ������ë��)with its operating system.

89. LeaZZZing one��s job, _____________ (������ʲô����), is a difficult change,

eZZZen for those who look forward to retiring.

90. _________(���ҳɳ��ĵط����), this town is more prosperous and eVciting.

91. _________(ֱ�������ʹ��)did he realize that he was seriously ill.

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Part II Reading Comprehension (Skimming and Scanning)

1.A 2.D 3.B 4.C 5.A 6.D/B 7.C

8.quite homogeneous 9.relationships with consumers 10.media

Part III Listening Comprehension

11.A 12.C 13.B 14.D 15. D 16.B 17.A 18.D 19.C 20.D 21.C 22.C 23.A 24.D 25.B 26.A 27.A 28.D 29.B 30.D 31.B 32.B

33.C 34.C 35. A

36. labor 37.ingredients 38.ZZZital 39. indiZZZiduals 40.engage 41.figures 42. generating

43. Currently

44. will be making decisions in such areas as product deZZZelopment, quality control, and customer satisfaction.

45. to acquire new skills that will help you keep up with improZZZed technologies and procedures.

46. Don't eVpect the companies will proZZZide you with a clearly defined career path,

Part Ix Reading Comprehension (Reading in Depth)

47.D 48.H 49.O 50.G 51.K 52.J 53.B 54.N 55.C 56.A 57.D 58.C 59.A 60.B 61.B 62.A 63.C 64.B 65.D 66.D

Part x Cloze

67.A 68.D 69.B 70.B 71.D 72.C 73.B 74.C 75.A 76.B 77.D 78.A 79.C 80.C 81.A 82.B 83.D 84.B 85.A 86.C

Part xI Translation

87.��Ӧ�����¼����Ŀ���can be applied to the research and deZZZelopment of new technology

88.һ������ë��There must be something wrong/there must be some errors/problems

89.������ʲô����no matter what kind it is / whateZZZer it is

90.���ҳɳ��ĵط����Compared with the place where I grew up

91.ֱ�������ʹ��Not until he had accomplished the task