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Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been pushed for years. Nearly a decade ago it was predicted that viewers of "Friends", a popular situation comedy, would soon be able to purchase a sweater like Jennifer Aniston's with a few taps on their remote control. "It's been the year of interactive television advertising for the last ten or twelve years," says Colin Dixon of a digital-media consultancy.
So the news that Cablevision, an American cable company, was rolling out interactive advertisements to all its customers on October 6th was greeted with some skepticism. During commercials, an overlay will appear at the bottom of the screen, prompting viewers to press a button to request a free sample or order a catalogue. Cablevision hopes to allow customers to buy things with their remote controls early next year.
Television advertising could do with a boost. Spending fell by 10% in the first half of the year. The popularization of digital video recorders has caused advertisers to worry that their commercials will be skipped. Some are turning to the Internet, which is cheaper and offers concrete measurements like click-through rates—especially important at a time when marketing budgets are tight. With the launch of interactive advertising, "many of the dollars that went to the Internet will come back to the TV," says David Kline of Cablevision. Or so the industry hopes.
In theory, interactive advertising can engage viewers in a way that 30-second spots do not Unilever recently ran an interactive campaign for its Axe deodorant (除臭剂), which kept viewers engaged for more than three minutes on average.
The amount spent on interactive advertising on television is still small. Magna, an advertising agency, reckons it will be worth about $138 million this year. That falls far short of the billions of dollars people once expected it to generate. But DirecTV, Comcast and Time Warner Cable have all invested in it. A new effort led by Canoe Ventures, a coalition of leading cable providers, aims to make interactive advertising available across America later this year. BrightLine iTV, which designs and sells interactive ads, says interest has surged: it expects its revenues almost to triple this year. BSkyB, Britain's biggest satellite-television service, already provides 9 million customers with interactive ads.
Yet there are doubts whether people watching television, a "lean back" medium, crave interaction. Click-through rates have been high so far (around 3-4%, compared with less than 0.3% online), but that may be a result of the novelty. Interactive ads and viewers might not go well together.
1
What does Colin Dixon mean by saying "It's been the year of interactive television advertising for the last ten or twelve years(Lines 4-5, Para. 1)?
A.
Interactive television advertising will become popular in 10-12 years.
B.
Interactive television advertising has been under debate for the last decade or so.
C.
Interactive television advertising is successful when incorporated into situation comedies.
D.
Interactive television advertising has not achieved the anticipated results.
本题答案:
A
B
C
D
参考答案:
D
系统解析:
本题询问科林·狄克逊所说的这句话的意思。第 1 段开头就指出互动电视广告已推出多年。大概 10 多年前就有人预测它的前景广阔。但在段末处科林·狄克逊表示过去的 10 年、12 年每年都在说今年是互动电视广告之年。换言之,互动电视广告发展停滞不前。因此 D 项“互动电视广告没有取得预期效果”正确。
2
What is the public's response to Cablevision's planned interactive TV advertising program?
A.
Pretty positive.
B.
Totally indifferent.
C.
Somewhat doubtful.
D.
Rather critical.
本题答案:
A
B
C
D
参考答案:
C
系统解析:
本题询问民众对于美国有线电视公司筹划的互动电视广告项目作何反应。根据第 2 段第 1 句,当有线电视网(Cablevision)和美国有线电视公司宣布将在 10 月 6 日向所有的观众推出互动广告,随之引起人们的质疑。C 项中的 doubtful 是原文 skepticism 的同义替换,故 C 项“有些疑虑”正确。
3
What is the impact of the wide use of digital video recorders on TV advertising?
A.
It has made TV advertising easily accessible to viewers.
B.
It helps advertisers to measure the click-through rates.
C.
It has placed TV advertising at a great disadvantage.
D.
It enables viewers to check the sales items with ease.
本题答案:
A
B
C
D
参考答案:
C
系统解析:
本题询问数字视频录像机的广泛使用对电视广告有什么影响。根据第 3 段第 3、4 句,数字视频录像机的普及使得广告商们担心他们的广告会被跳过不看,C 项“它使电视广告处于极大的劣势”是正确答案。
4
What do we learn about Unilever's interactive campaign?
A.
It proves the advantage of TV advertising.
B.
It has done well in engaging the viewers.
C.
It helps attract investments in the company.
D.
It has boosted the TV advertising industry.
本题答案:
A
B
C
D
参考答案:
B
系统解析:
本题询问我们从联合利华的互动活动中可以得知什么。第 4 段第 1 句提到,从理论上来说,互动广告有着能吸引观众注意力这一优点,接着在第 2 句举了联合利华为例子来证明互动广告是如何成功吸引观众的。因此 B 项“它成功吸引了观众的注意力”是正确答案。
5
How does the author view the hitherto high click-through rates?
A.
They may be due to the novel way of advertising.
B.
They signify the popularity of interactive advertising.
C.
They point to the growing curiosity of TV viewers.
D.
They indicate the future direction of media reform.
本题答案:
A
B
C
D
参考答案:
A
系统解析:
本题询问作者如何看待到目前为止的高点击率。作者在文章最后一段指出了自己对互动电视广告前景的担忧,并提出:可能是因为观众出于新奇的缘故导致高点击率。A 项中 the novel way 是原文中 the novelty 的同义转述,因此 A 项“可能是因为广告的新奇方式”正确。
What can be done about mass unemployment? All the wise heads agree: there're no quick or easy answers. There's work to be done, but workers aren't ready to do it—they're in the wrong places, or they have the wrong skills. Our problems are structural, and will take many years to solve.
But don't bother asking for evidence that justifies this bleak view. There isn't any. On the contrary, all the facts suggest that high unemployment in America is the result of inadequate demand. Saying that there're no easy answers sounds wise, but it's actually foolish: our unemployment crisis could be cured very quickly if we had the intellectual clarity and political will to act. In other words, structural unemployment is a fake problem, which mainly serves as an excuse for not pursing real solutions.
The fact is job openings have plunged in every major sector, while the number of workers forced into part-time employment in almost all industries has soared. Unemployment has surged in every major occupational category. Only three states, with a combined population not much larger than that of Brooklyn, have unemployment rates below 5%. So the evidence contradicts the claim that we're mainly suffering from structural unemployment. Why, then, has this claim become so popular?
Part of the answer is that this is what always happens during periods of high unemployment—in part because experts and analysts believe that declaring the problem deeply rooted, with no easy answers, makes them sound serious.
I've been looking at what self-proclaimed experts were saying about unemployment during the Great Depression; it was almost identical to what Very Serious People are saying now. Unemployment cannot be brought down rapidly, declared one 1935 analysis, because the workforce is "unadaptable and untrained. It cannot respond to the opportunities which industry may offer." A few years later, a large defense buildup finally provided a fiscal stimulus adequate to the economy's needs—and suddenly industry was eager to employ those "unadaptable and untrained" workers.
But now, as then, powerful forces are ideologically opposed to the whole idea of government action on a sufficient scale to jump-start the economy. And that, fundamentally, is why claims that we face huge structural problems have been multiplying: they offer a reason to do nothing about the mass unemployment that is crippling out economy and our society.
So what you need to know is that there's no evidence whatsoever to back these claims. We aren't suffering from a shortage of needed skills; we're suffering from a lack of policy resolve. As I said, structural unemployment isn't a real problem, it's an excuse—a reason not to act on America's problems at a time when action is desperately needed.
6
What does the author think is the root cause of mass unemployment in America?
A.
Corporate mismanagement.
B.
Insufficient demand.
C.
Technological advances.
D.
Workers' slow adaptation.
本题答案:
A
B
C
D
参考答案:
B
系统解析:
本题询问作者认为美国大规模失业的根本原因是什么。第 2 段首先否定了第 1 段末所述的“结构性失业”的说法,然后第 3 句指出,所有的事实表明,美国的高失业率其实是需求不足造成的,进而分析了“结构性失业”说法的愚蠢性。B 项中 insufficient 是原文 inadequate 的同义替换,所以选 B 项“需求不足”。
7
What does the author think of the experts' claim concerning unemployment?
A.
Self-evident.
B.
Thought-provoking.
C.
Irrational.
D.
Groundless.
本题答案:
A
B
C
D
参考答案:
D
系统解析:
本题询问作者如何看待专家们关于失业的论断。在第 2 段第 1、2 句作者规劝读者不要费力去寻求证据来证明这种黯淡的观点的合理性,因为根本没有证据。继而,在第 3 段给出一些例证,并得出结论,该证据有力地反驳了“我们主要遭受结构性失业”的措辞。由此,可选定 D 项“没有根据的”。
8
What does the author say helped bring down unemployment during the Great Depression?
A.
The booming defense industry.
B.
The wise heads' benefit package.
C.
Nationwide training of workers.
D.
Thorough restructuring of industries.
本题答案:
A
B
C
D
参考答案:
A
系统解析:
本题询问作者认为是什么帮助解决了经济大萧条时期大规模失业问题。根据第 5 段最后一句,一个庞大的国防计划最终促成了一个财政刺激方案,其足以满足经济需求,很快各行业就急切雇佣了那些“适应能力差、没有经过培训”的工人们。简言之,庞大的国防计划刺激了经济,带动了就业。所以 A 项“蓬勃的国防工业”是正确答案。
9
What has caused claims of huge structural problems to multiply?
A.
Powerful opposition to government's stimulus efforts.
B.
Very Serious People's attempt to cripple the economy.
C.
Evidence gathered from many sectors of the industries.
D.
Economists,failure to detect the problems in time.
本题答案:
A
B
C
D
参考答案:
A
系统解析:
本题询问是什么导致了“巨大的结构性问题”论断的盛行。倒数第 2 段第 1 句指出:权势者在思想上反对政府采取足够规模的行动来刺激经济,这就从根本上解释了为什么“我们面临严重的结构性问题”的说法如此盛行。A 项中 stimulus 对应原文的 jump-start,故选 A 项“政府刺激经杯的努力遭到强有力的反对”。
10
What is the author's purpose in writing the passage?
A.
To testify to the experts,' analysis of America's problems.
B.
To offer a feasible solution to the structural unemployment
C.
To show the urgent need for the government to take action.
D.
To alert American workers to the urgency for adaptation.
本题答案:
A
B
C
D
参考答案:
C
系统解析:
本题询问作者写这篇文章用意何在。文章最后一段作者呼吁读者不要相信那些所谓“专家们”的说辞,它们根本没有依据可言。进而其谴责政府的不作为,“我们缺少的并不是必要的技能,而是政府的政策决心。”作者的根本目的是吁请政府采取实际行动来解决目前的问题。C 项中 urgent need 对应原文的 desperately needed,因此 C 项“表达需要政府采取行动的迫切性”正确。
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