问题 问答题 简答题

简述对不同媒体的具体分析。

答案

参考答案:

(1)报纸和杂志,这两种媒体同为印刷媒体,在传播特点上有许多相似之处,可同时进行分析。

①普及状况和读者阶层。主要考察了解发行量、发行范围、销售方式、读者对象等方面的情况。

②阅读状况。各个版面可能被阅读的情况。重点是考察版面空间不同位置的注意率。

③使用条件。印刷媒体对广告表现力如何,广告版面的容量大小,与广告主的意愿是否相一致,自由度大小,发稿顺序是否复杂,服务项目如何等。

④相对广告费用。用购买版面所需的广告费除以报纸或杂志的发行量,然后进行比较,看是否合理合算。

⑤传播特点比较后的效果评价。印刷媒体能增加信赖度和说服力,能产生较深刻而持久的记忆度,增进理解力。

(2)广播和电视。这两种媒体同为电子媒体,也可放在一起分析考察。

①装置普及状况。一是看广播电视发射覆盖的情况,二是掌握家庭拥有收音机和电视机的普及状况。三是还应了解其他收听收看的状况。

②听(观)众状况。

③媒体购买。广播广告费用较便宜,而电视广告价格较昂贵,都需要多次购买、多次播出才能产生传播效果。

④适应性。广播不太适宜做说明性广告,电视广告更能促进目标受众的认知。

(3)各位促销媒体。小众媒体都各具特点,也要进行具体分析,恰当加以运用。

阅读理解

根据短文内容,选择正确的选项。

The world itself is becoming much smaller by using modern traffic and modern communication means(交流方式). Life today is much easier than it was hundreds of years ago, but it has brought new problems. One of the biggest is pollution. To pollute means to make things dirty. Pollution comes in many ways. We see it, smell it, drink it and even hear it.

Man has been polluting the earth. The more people, the more pollution. Many years ago, the problem was not so serious because there were not so many people. When the land was used up or the river was dirty in a place, men moved to another place. But this is no longer true. Man is now slowly polluting the whole world.

Air pollution is still the most serious. It’s bad to all living things in the world, but it is not only one kind of pollution. Water pollution kills fish and pollutes drinking water. Noise pollution makes us become angry more easily.

Many countries are making rules to fight against pollution. They stop the people from burning coal in houses and factories in the city, and from blowing dirty smoke into the air.

The pollution of SO2 is now the most dangerous problem of air pollution. It is mostly caused by heavy traffic. It is certain that if there are fewer people driving, there will be less air pollution.

The earth is our home. We must take care of it. That means keeping the land, water and air clean. And we must try to control the growth of population at the same time.

小题1:Our world is becoming much smaller .

A.because the earth is being polluted day and night

B.because science is developing

C.because of the rise in population

D.because the earth is blown away by the wind every year小题2:Thousands of years ago, life was  it is today.

A.much easier than

B.as easy as

C.as hard as

D.much harder than小题3:Pollution comes in many ways. We can even hear it. Here “it” means .

A.water pollution

B.air pollution

C.noise pollution

D.rubbish小题4:What is the most dangerous problem of air pollution?

A.CO2

B.H2O

C.SO2

D.CO小题5:Air pollution is the most serious kind of pollution because .

A.it’s bad to all living things in the world

B.it makes much noise

C.it has made our rivers and lakes dirty

D.it makes us become angry more easily

单项选择题