四级英语信息匹配题目答案详解

一．长篇阅读Paper--MorethanMeetstheEyeA)Wearesurroundedbysomuchpaperandcardthatitiseasytoforgetjusthowcomplexitis.Therearemanyvarietiesandgradesofpapermaterials,andwhilstitisfairlyeasytospotthevarieties,itisfarmoredifficulttospotthegrades.B)Itneedstobeunderstoodthatmostpaperandcardismanufacturedforaspecificpurpose,sothatwhilstthecorn-flakepacketmaylooksmart,itisclearlynotsomethingdestinedforthearchives.Itismadetolookgood,butonlyneedsalimitedlifespan.Itisalsomuchcheapertomanufacturethanhighgradecard.C)Papercanbemadefromanalmostendlessvarietyofcellulose-basedmaterialwhichwillincludemanywoods,cottonsandgrassesorwhichpapyrusisanexampleandfromwherewegettheword"paper".Manyoftheseareveryspecialized,butthepreponderanceofpapermakinghasbeenfromsoftwoodandcottonorrags,withthebulkbeingwood-based.PaperfromWoodD)Inordertomakewoodintopaperitneedstobebrokendownintofinestrands.Firstlybypowerfulmachineryandthenboiledwithstrongalkaliessuchascausticsoda,untilafinepulpofcellulosefibersisproduced.Itisfromthispulpthatthefinalproductismade,relyingonthebondingtogetherofthecelluloseintolayers.That,inaverysmallnutshell,istheessenceofpapermakingfromwood.However,therealityisrathermorecomplicated.Inordertogiveusourwhitepaperandcard,themakerswilladdbleachandothermaterialssuchaschinaclayandadditionalchemicals.E)Afurtherproblemwithwoodisthatitcontainsamaterialthatisnotcellulose.Somethingcalledlignin.Thisisessentialforthetreesinceitholdsthecellulosefibrestogether,butifitisincorporatedintothemanufacturedpaperitpresentsarchivistswithaproblem.Lignineventuallybreaksdownandreleasesacidproductsintothepaper.Thiswillweakenthebondbetweenthecellulosefibersandthepaperwillbecomebrittleandlookratherbrownandcareworn.Wehaveallseenthisinoldnewspapersandcheappaperbackbooks.Ithasbeenestimatedthatmostpaperbackbookswillhavealifeofnotgreaterthanfiftyyears.Notwhatweneedforourarchives.F)Sincethelignincanberemovedfromthepaperpulpduringmanufacture,theobviousquestionis"whyisitleftinthepaper?"Theanswerliesinthefactthatligninmakesupaconsiderablepartofthetree.Byleavingthelignininthepulpapapermakercanincreasehispaperyieldfromatreetosome95%.Removingitmeansayieldofonly35%.Itisclearlyuneconomictoremovetheligninformanypaperandcardapplications.G)Italsomeans,ofcourse,thatlignin-freepaperisgoingtobemoreexpensive,butthatisneverthelesswhatthearchivistmustlookforinhissupplies.Thereisnopointwhatsoeverincarefullyplacingourvaluableartifactsinpaperorcardthatisgoingtohastentheirdemise.Acidisparticularlyharmfultophotographicmaterials,causingthemtofadeandissomecasessimplyvanish!H)So,howdowetellapieceofsuitablepaperorcardfromonethatisunsuitable?Youcannotdoitbysimplylooking,andratherdisappointingly,youcannotalwaysrelyonthelabel."Acid-free"mightbetrueinasmuchasatestonthepapermayindicatethatitisaneutralmaterialatthistime.Butlignincantakeyearsbeforeitstartstheinevitableprocessofbreakingdown,andintherightconditionsitwillspeedupenormously.I)Addedtothis,asIhaveindicatedearlier,papermayalsocontainothermaterialsaddedduringmanufacturesuchasbleach,chinaclay,chemicalwhitenersandsize.Thislookslikeableakpicture,anditwouldbebutforthefactthattherearesupplierswhowillguaranteethematerialthattheysell.Ifyouwanttobeabsolutelysurethatyouarestoringin,orprintingon,thecorrectmaterialthenthisisprobablytheonlyway.J)Incidentally,acidscanmigratefrommaterialtomaterial.Liningoldshoeboxeswithgoodqualityacid-freepaperwilldolittletoguardthecontents.Theacidwillgetthereintheend.PaperfromRagK)Paperisalsocommonlymadefromcottonandragwaste.Thishastheadvantageofbeinglignin-free,butbecausethereismuchlesscottonandragthantrees,italsotendstobemuchmoreexpensivethanwoodpulppaper.Youwillstillneedtopurchasefromareliablesourcethough,sinceevenragpaperandcardcancontainundesirableadditives.L)Areliablesourceforqualityragpapersisarecognizedartstockiest.Manywatercolorartistsinsistonusingonlyfinequalityragpaperandboard.M)Themainlessontolearnfromthisinformationisthatyoucannotrelyonpurchasingarchivalmaterialsfromthehighstreet.Theonlysafesolutionistopurchasefromspecialistsuppliers.Itmaycostrathermore,butintheendyouwillknowthatyourimportantandvaluabledataandimageshavethebesthomepossible.1.Thecorn-flakepacketischeaperthanhighgradecard.2.Therearealotofmaterialswhichcanbeusedformakingpaper,butthesuperiorityonesaresoftwood,cottonandrags.3.Duringthewholemanufacturingprocess,thefinalproductismadefromapulpofcellulosefibres.4.Inordertomakewhitepaperandcard,themakerswilladdbleach.5.Liguinisessentialforthetreebutitwillmakepapereasytobreak.6.Manypaperproducerswillpreserveligninduringmanufacture,becauseleavingtheligninwillmakemorepaperfromatree.7.Acidisparticularlyharmfultophotographicmaterials.8.Iftheligninisremovedfromthepaper,thepaperwillbemoreexpensive.9.Althoughfreeoflignin,papermadefromcottonandragwastecanalsocostmoremoneythanwoodpulppaperbecausethereismuchlesscottonandragthantrees.10.Whatwecanlearnfrom"PaperfromRag"isthatyouhadbetterbuyarchivalmaterialsfromspecialistsuppliers.文章精要：本文主要介绍了我们平常所见所用的纸的复杂性，通过介绍用木头和破布料造纸的过程，使我们对纸的类别、属性有了更深入的了解。答案参考：1.B根据题干中的信息提示词corn—flakepacket,highgradecard,可定位到文章第二段，该局部最后提到corn-flakepacket在制造过程中比高等级的纸(highgradecard)廉价.2.C根据题干中的信息提示词softwood，cottonandrags，可定位到文章第三段最后一句。3.D根据题干中的信息提示词finalproduct，可将答案定位到D段，第二、三句提到最后的产品来源于纤维素纸浆。4.D根据题干中的信息提示词whitepaperandcard，可将答案定位到D段，该局部最后提到为了得到白纸，纸张生产者在制造过程中添加了漂白粉和其他化学物质。5.E根据题干中的信息提示词essentialforthetree，可将答案定位到E段，该局部提到木质素是木头的主要组成物，其作用是凝聚纤维素，但它会使纸张变得易碎。6.F根据题干中的信息提示词lignin，可将答案定位到F段，该局部最后提到许多纸张生产者在生产过程中会保存木质素，主要是因为它会增加树木的造纸产量。7.G根据题干中的信息提示词acid，可将答案定位到G段，该局部最后提到酸对相纸的原料尤其不利。8.F根据题干中的信息提示词lignin和paper可定位到文章的F段，因为该段提到，如果在纸张的生产中去除木质素，将会降低树木出产纸张的量，由此可以知道，去除了木质素的纸张价格必定会更加昂贵。9.K根据题干中的信息提示词cottonandragwaste可定位到文章的K段，该局部告诉我们，尽管用棉花和破布料造的纸里没有木质素，但它们要比木制的纸贵很多，这是因为棉花和破布料的数量比树木少得多，由此可以得出答案。10.M根据题干中的信息提示词PaperfromRa9可定位到文章的最后一段，该局部提出最好到专业的供给商那里去买档案材料，由此可以得出答案。二长篇阅读

PreparingforComputerDisasters

A)Summary:Whenhomeofficecomputersgodown,manysmallbusinessesgrindtoahalt.Fortunately,takingstepstorecoverfromdisastersandminimizetheireffectsisquitestraightforward.

B)Fires,powersurges,andfloods,they'reallfactsoflife.Wereadabouttheminthemorningpaperandseethemontheeveningnews.Wesympathizewiththevictimsandcommiserateovertheirbadluck.Wealsoshakeourheadsatthedigitalconsequences—meltedcomputers,systemfailures,destroyeddata.Yet,somehow,manyofuscontinuetolivebythatoldmantraofdenial:"Itwon'thappentome."Well,thetruthis,atsomepointyou'llprobablyhavetodealwithatleastonedisaster.That'sjusthowitgoes,andinmostaspectsofourliveswedosomethingaboutit.Webuyinsurance.Westowawayprovisions.Weevenmakedisasterplansandrundrills.Butforsomereason,computerdisasterrecoveryisablindspotformanyofus.Itshouldn'tbe.Homecomputerscontainsomeofourmostimportantinformation,bothbusinessandpersonal,andmakingcertainourdatasurvivesadisastershouldbeapriority.Moreover,eventhesmallestdisastercanbeaseriousdisruption.Personalcomputershavebecomeanintegralpartofthesmooth-runninghousehold.Weusethemtocommunicate,shop,anddohomework,andthey'reevenmorevitaltohomeofficeusers.Whenhomeofficecomputersgodown,manysmallbusinessesgrindtoahalt.Fortunately,takingstepstorecoverfromdisastersandminimizetheireffectsisquitestraightforward.Withagoodoffsitestorageplanandtherighttools,youcanbouncebackquicklyandeasilyfromminorcomputerdisasters.And,shouldamajorcalamitystrike,youcanrestassuredyourdataissafe.

OffsiteStorage:MajorDisasters

C)Housefiresandfloodsareamongthemostdevastatingcausesofpersonalcomputerdestruction.That'swhyasolidoffsitebackupandrecoveryplanisessential.Althoughmanyhomeusersfaithfullybackuptheirharddrives,manywouldstilllosealltheirdatashouldtheirhousefloodourburn.That'sbecausetheykeeptheirbackupsinrelativelyclosetotheircomputers.Theirbackupdisksmightnotbeinthesameroomastheircomputers—tuckedawayinaclosetoreventhegarage—butthey'renotnearlyfarenoughawayshouldaseriousdisasterstrike.So,it'simportanttobackupyoursystemtoaremovablemediumandtostoreitelsewhere.

D)Therearemanywaystoapproachoffsitestorage.Itstartswithchoiceofbackuptoolsandstoragemedium.Disastersituationsarestressful,andyourrecoverytoolsshouldn'taddtothatstress.Theymustbedependableandintuitive,makingiteasytoscheduleregularbackupsandtoretrievefilesinapinch.Theymustalsobecompatiblewithyourchoiceofbackupmedium.Dependingonyourtools,youcanbackuptoavarietyofdurabledisktypes—fromCDstoJazdrivestoremotenetworkservers.Althoughmanyofthesestoragemediahavehighcapacity,abackuptoolwithcompressioncapabilitiesisabigplus,eliminatingtheinconvenienceofmultipledisksorlargeuploads.

E)Onceyouselectyourtoolsandasuitablemedium,youneedtofindaremoteplacetostoreyourbackups.Theoptionsareendless.However,nomatterwhereyouchoose,besurethesiteissecure,easilyaccessible,andagooddistanceawayfromyourhome.YoumayalsowanttoconsiderusinganInternet-basedbackupservice.Moreandmoreserviceprovidersareofferingstoragespaceontheirservers,anduploadingfilestoaremotelocationhasbecomeanattractivealternativetoconventionaloffsitestorage.Ofcourse,beforeusingoneoftheseservices,makecertainyoucompletelytrusttheserviceprovideranditssecuritymethods.Whateveryoudo,schedulebackupsregularlyandstorethemfarawayfromyourhome.

ComeWhatMay:HandlingtheGardenVarietyComputerCrisis

F)Notallhomecomputerdamageresultsfromphysicaldisaster.ManylessmenacingproblemscanalsohobbleyourPCordestroyyourinformation.Systemscrash,kids"rearrange"data,adultsinadvertentlydeletefiles.Althoughtheseeventsmightnotseemcalamitous,theycanhaveseriousimplications.So,onceagain,it'simportanttobeprepared.Aswithphysicaldisasters,regularbackupsareessential.However,someofthesesmallerissuesrequirearesponsethat'smorenuancedthanwholesalebackupandrestoration.Todealwithless-than-totaldisaster,yourtoolsetmustbebothpowerfulandagile.Forexample,whenasmallnumberoffilesarecompromised,youmaywanttoretrievethosefilesalone.Meanwhile,ifjustyoursettingsareaffected,you'llwantasimplewaytorollbacktoyourpreferredsetup.Yet,shouldyouroperatingsystemfail,you'llneedawaytobootyourcomputerandperformlarge-scalerecovery.Computercrisescomeinallshapesandsizes,andyourbackupandrecoverytoolsmustbeflexibleenoughtomeeteachchallenge.

TheRightToolsfortheRightJob:GearingupforDisaster

G)Whendisasterstrikes,thequalityofyourbackuptoolscanmakethedifferencebetweenutterfrustrationandpeaceofmind.Symantecunderstandsthisandoffersarangeoftopqualitybackupandrecoverysolutions.NortonGoBackistheperfecttoolforrandomsystemcrashes,failedinstallations,andinadvertentdeletions.Withthispowerfulandconvenientsolution,it'ssimpletoretrieveoverwrittenfilesortobringyoursystembacktoitspre-crashstate.NortonGhostisatime-testedhomeofficesolution.Equippedtohandlefull-scalebackups,it'salsohandyforcloningharddrivesandfacilitatingsystemupgrades.AfavoritechoiceforITprofessionals,it'stheidealtoolfortheburgeoninghomeoffice.YoucanbuyNortonGhostandNortonGoBackseparately,orgetthembothwhenyoupurchaseNortonSystemWorks.

H)Life'sdisasters,largeandsmall,oftencatchusbysurprise.However,withalittleplanningandtherighttools,youcanreducethosedisasterstobumpsintheroad.So,don'twaitanotherday.Buyagoodsetofdisasterrecoverytools,setupanautomaticbackupschedule,andperformadryruneverynowandagain.Then,resteasy.

对应题目：

1.Youshouldtakestepstorecoverfromcomputerdisasterssoastominimizetheireffects.

2.Forsomereason,computerdisasterrecoveryisalwaysignoredbymanyofus.

3.Youcanbouncebackquicklyandeasilyminorcomputerdisasterswiththehelpofagoodoffsitestorageplanandtherighttools.

4.Themostdevastatingcausesofpersonalcomputerdestructionincludeshousefiresandfloods.

5.It'snecessaryforustobackupoursystemstosometransferablemediumandtoputitsomewhereelse.

6.Youshouldfindadistantplacetostoreyourbackupsafterselectingyourtoolsandasuitablemedium.

7.Notonlyphysicaldisastercandamageyourcomputer.

8.Thebackupandrecoverytoolsmustbeflexibleenoughtodealwithvariouscomputercrises.

9.Thequalityofyourbackuptoolsdetermineswhetheryouarefrustratedorhaveapeacefulmindwhendisasterstrikes.

10.Youshouldprepareforyourcomputerdisastersnowandagain.

答案参考：

1.A根据题干中的信息词recoverfromcomputerdisasters定位到本文的第一段。

2.B根据题干中的信息词computerdisasterrecovery和manyofus定位到本文的第二段第11句话，computerdisasterrecoveryisablindspotformanyofus。

3.B根据题干中的信息词offsitestorageplanandtherighttools定位到本文的第二段倒数第二句话。

4.C根据题干中的信息词mostdevastatingcauses定位到第一个小标题下第一段的第一句话可知原文提到了家庭火灾和水灾是个人电脑危机的最具消灭性的根源。

5.C根据题干中的信息词backupoursystem及medium定位到第一个小标题下第一段的最后一句话。

6.E根据题干中的信息词findaremoteplacetostoreyourbackups定位到第一个小标题下第三段的第一句话。

7.F根据题干中的信息词physicaldisaster定位到第二个小标题下的前两句话。

8.F根据题干中的信息词backupandrecoverytools及computercrises定位到第二个小标题下的最后一句话。

9.G根据题干中的信息词Thequalityofyourbackuptools和frustrated定位到第三个小标题下第一段的第一句话。

10.H根据题干中的信息词prepareforyourcomputer，总结文章最后一段大意即可找到答案。三长篇阅读HowtoMakeAttractiveandEffectivePowerPointPresentationsA)MicrosoftPowerPointhasdramaticallychangedthewayinwhichacademicandbusinesspresentationsaremade.ThisarticleoutlinesfewtipsonmakingmoreeffectiveandattractivePowerPointpresentations.TheTextB)Keepthewordingclearandsimple.Useactive,visuallanguage.Cutunnecessarywords—agoodruleofthumbistocutparagraphsdowntosentences,sentencesintophrases,andphrasesintokeywords.Limitthenumberofwordsandlinesperslide.TrytheRuleofFive-fivewordsperline,fivelinesperslide.Iftoomuchtextappearsononeslide,usetheAutoFitfeaturetosplititbetweentwoslides.ClickwithintheplaceholdertodisplaytheAutoFitOptionsbutton(itssymbolistwohorizontallineswitharrowsaboveandbelow),thenclickonthebuttonandchooseSplitTextbetweenTwoSlidesfromthesubmenu.C)Fontsizefortitlesshouldbeatleast36to40,whilethetextbodyshouldnotbesmallerthan24.Useonlytwofontstylesperslide—oneforthetitleandtheotherforthetext.Choosetwofontsthatvisuallycontrastwitheachother.GaramondMediumCondensedandImpactaregoodfortitles,whileGaramondorTempusSanscanbeusedforthetextbody.D)Embedthefontsinyourpresentation,ifyouarenotsurewhetherthefontsusedinthepresentationarepresentinthecomputerthatwillbeusedforthepresentation.Toembedthefonts:(1)OntheFilemenu,clickSaveAs.(2)Onthetoolbar,clickTools,clickSaveOptions,selecttheEmbedTrueTypeFontscheckbox,andthenselectEmbedcharactersinuseonly.E)Usecolorssparingly;twotothreeatmost.Youmayuseonecolorforallthetitlesandanotherforthetextbody.Beconsistentfromslidetoslide.Chooseafontcolorthatcontrastswellwiththebackground.F)Capitalizingthefirstletterofeachwordisgoodforthetitleofslidesandsuggestsamoreformalsituationthanhavingjustthefirstletterofthefirstwordcapitalized.Inbulletpointlines,capitalizethefirstwordandnootherwordsunlesstheynormallyappearcapped.Upperandlowercaseletteringismorereadablethanallcapitalletters.Moreover,currentstylesindicatethatusingallcapitallettersmeansyouareshouting.Ifyouhavetextthatisinthewrongcase,selectthetext,andthenclickShift+F3untilitchangestothecasestylethatyoulike.ClickingShift+F3togglesthetextcasebetweenALLCAPS,lowercase,andInitialCapitalstyles.G)Useboldoritalictypefaceforemphasis.Avoidunderlining,itcluttersupthepresentation.Don’tcenterbulletedlistsortext.Itisconfusingtoread.Leftalignunlessyouhaveagoodreasonnotto.Run“spellcheck〞onyourshowwhenfinished.TheBackgroundH)Keepthebackgroundconsistent.Simple,lighttexturedbackgroundsworkwell.Complicatedtexturesmakethecontenthardtoread.Ifyouareplanningtousemanyclipsinyourslides,selectawhitebackground.Ifthevenueofyourpresentationisnotadequatelylight-proof,selectadark-coloredbackgroundanduseanylightcolorfortext.Minimizetheuseof“bellsandwhistles〞suchassoundeffects,“flyingwords〞andmultipletransitions.Don’tuseredinanyfontsorbackgrounds.Itisanemotionallyoverwhelmingcolorthatisdifficulttoseeandread.TheClipsI)Animationsarebestusedsubtly;toomuchflashandmotioncandistractandannoyviewers.DonotrelytooheavilyonthoseimagesthatwereoriginallyloadedonyourcomputerwiththerestofOffice.YoucaneasilyfindappropriateclipsonanytopicthroughGoogleImages.Whilesearchingforimages,donotuselongsearchphrasesasisusuallydonewhilesearchingtheweb-usespecificwords.J)Whenimportingpictures,makesurethattheyaresmallerthantwomegabytesandareina.jpgformat.Largerfilescanslowdownyourshow.Keepgraphs,chartsanddiagramssimple,ifpossible.Usebargraphsandpiechartsinsteadoftablesofdata.Theaudiencecanthenimmediatelypickuptherelationships.ThePresentationK)Ifyouwantyourpresentationtodirectlyopenintheslideshowview,saveitasaslideshowfileusingthefollowingsteps.Openthepresentationyouwanttosaveasaslideshow.OntheFilemenu,clickSaveAs.IntheSaveastypelist,clickPowerPointShow.Yourslideshowfilewillbesavedwithapptfileextension.Whenyoudouble-clickonthisfile,itwillautomaticallystartyourpresentationinslideshowview.Whenyou’redone,PowerPointautomaticallyclosesandyoureturntothedesktop.Ifyouwanttoedittheslideshowfile,youcanalwaysopenitfromPowerPointbyclickingOpenontheFilemenu.L)Lookattheaudience,notattheslides,wheneverpossible.Ifusingalaserpointer,don’tmoveittoofast.Forexample,ifcirclinganumberontheslide,doitslowly.Neverpointthelaserattheaudience.Blackoutthescreen(use“B〞onthekeyboard)afterthepointhasbeenmade,toputthefocusonyou.Pressthekeyagaintocontinueyourpresentation.M)Youcanusetheshortcutcommand[Ctrl]PtoaccessthePentoolduringaslideshow.ClickwithyourmouseanddragtousethePentooltodrawduringyourslideshow.Toeraseeverythingyou’vedrawn,presstheEkey.ToturnoffthePentool,press[Esc]once.MiscellaneousN)MasterSlideSet-Up:The“masterslide〞willallowyoutomakechangesthatarereflectedoneveryslideinyourpresentation.Youcanchangefonts,colors,backgrounds,headers,andfootersatthe“masterslide〞level.First,gotothe“View〞menu.Pulldownthe“Master〞menu.Selectthe“slidemaster〞menu.Youmaynowmakechangesatthislevelthatmeetyourpresentationneeds.对应题目：1.ThewaysinwhichacademicandbusinesspresentationsaremadehavebeenchangedbyMicrosoftPowerPoint.2.WhenmakingthePowerPoint,thewordingofthetextshouldnotbecomplicated.3.Ineachslide,thefontstylesforthetitleandthetextshouldcontrastwitheachother.4.Amoreformalsituationiscapitalizingthefirstletterofthefirstword.5.Centeringbulletedlistsortextcannothelptoread.6.Soundeffectsshouldbeusedaslessfrequentlyaspossible.7.Whenimportingpictures,makesurethattheyaresmallerthantwomegabytes.8.Whenmakingthepresentation,youshouldlookattheaudienceaspossibleasyoucan.9.PressingtheEkeycanhelpyoutoeraseeverythingyou'vedrawn.10.Inordertomeetyourpresentationneeds,youcanmakechangesatthe“slidemaster〞level.答案参考：1.AA段讲到了微软的PowerPoint对学术及商业陈述形式的改变，可以直接定位到文章的首段。2.B根据题干中的信息词wordingofthetext定位到第一个小标题下的第一段。3.C根据题干中的信息词thefontstylesforthetitleandthetext定位到C段。4.F根据题干中的信息词moreformalsituation和capitalizing定位到第一个小标题下的F段。5.G根据题干中的信息词Centeringbulletedlistsortext定位到第一个小标题下的G段。6.H根据题干中的信息词Soundeffects定位到第二个小标题下的H段，Minimizetheuseof“bellsandwhistles〞suchassoundeffects。7.J根据题干中的信息词importing和twomegabytes定位到第三个小标题下的J段。8.L根据题干中的信息词lookattheaudience定位到第四个小标题下的L段。9.M根据题干中的信息词PressingtheEkey定位到第四个小标题下的M段。10.N根据题干中的信息词makechangesatthe“slidemaster〞level定位到文章的最后一段可得答案。四阅读理解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,narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience.TheGolfChannel,forinstance.iswatchedbypeoplewhoplaygolf.HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects.Thus,audiencesaresmallerandmorehomogeneous(具有共同特点的)thantheyhavebeeninthepast.Second,thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers,andthus,advertisers.Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed.Third,digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch.Fourth,controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers.Newspaper?Aftertelevision,themediumattractingthenextlargestannualadrevenueisnewspapers.TheNewYorkTimes,whichreachesanationalaudience,accountsfor$1billioninadrevenueannually,iimincreaseditsnationalcirculation(发行量)by40%andisnowavailableforhomedeliveryinionclues.Locally,newspapersarethelargestadvertisingmedium.Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger.moredetailedmessagetotheiraudiencethantheycanthrough48hours,meaningnewspapersarealsoaquickwayofgettingthemassageout.Newspapersareofenthemostimportantformofnewsforalocalcommunity,andtheydevelopahighdegreeofloyaltyfromlocalreader.RadioAdvertisingonradiocontinuestogrowRadioisoftenusedinconjunctionwithoutdoorbill-boards(广告牌)andtheInternettoreachevenmorecustomersthantelevision.Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision,whichmeansadvertiserscanaffordtorepealtheiradsoften.Internetcompaniesarealsoturning10radioadvertising.Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday.Consumerslistentoradioontheirwaytoschoolorwork,atwork,onthewayhome,andintheeveninghours.Twomajorchanges—satelliteandInternetradio—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-homeadvertising.Alsocalledplace-basedadvertising,hasbecomeanincreasinglyeffectivewayofreachingconsumers,whoaremoreactivethaneverbefore.Manyconsumerstodaydonotsitathomeandwatchtelevision.Usingbillboards,newsstands,andbussheltersforadvertisingisaneffectivewayofreachingtheseon-the-goconsumers.Moreconsumerstravellongerdistancestoandfromwork,whichalsomakesout-of-homeadvertisingeffective,technologyhaschangedthenatureofthebillboardbusiness,makingitamoreeffectivemediumth