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《考研英语阅读理解100篇 高分版》 Unit 9 - TEXT THREE

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2019年02月05日

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Depending on your age and memory, it was a week of radically new or reassuringly old developments in the advertising industry. To Mark Zuckerberg, the boss of Facebook, a popular social-networking website, it was the former. Standing in front of about 250 mostly middle-aged advertising executives on 6th November, he announced that Facebook was offering them a new deal. “For the last hundred years media has been pushed out to people,” he said, “but now marketers are going to be a part of the conversation.” Using his firm's new approach, he claimed, advertisers will be able to piggyback on the “social actions” of Facebook users, since “people influence people”.
Mr. Zuckerberg's underlying idea is hardly new. But, says Randall Rothenberg, the boss of the Interactive Advertising Bureau, a trade association, the announcements this week by Facebook and its larger rival, MySpace, which has a similar ad system, could amount to a big step forward in conversational marketing. If new technologies that are explicitly based on social interactions prove effective, he thinks, they might advance web advertising to its fourth phase.
From the point of view of marketers, the existing types of online ads already represent breakthroughs. In search, they can now target consumers who express interest in a particular product or service by typing a keyword; they pay only when a consumer responds, by clicking on their ads. In display, they can track and measure how their ads are viewed and whether a consumer is paying attention better than they ever could with television ads. Yet now the holy grail of observing and even participating in consumers' conversations appears within reach.
The first step for brands to socialise with consumers is to start profile pages on social networks and then accept “friend requests” from individuals. On MySpace, brands have been doing this for a while. For instance, Warner Bros, a Hollywood studio, had a MySpace page for 300, its film about Spartan warriors. It signed up some 200,000 friends, who watched trailers, talked the film up before its release, and counted down toward its DVD release.
Facebook, from this week, also lets brands create their own pages. Coca-Cola, for instance, has a Sprite page and a “Sprite Sips” game that lets users play with a little animated character on their own pages. Facebook makes this a social act by automatically informing the player's friends, via tiny “news feed” alerts, of the fun in progress. Thus, at least in theory, a Sprite “experience” can travel through an entire group, just as Messrs Lazarsfeld and Katz once described in the offline world.
In many cases, Facebook users can also treat brands' pages like those of other friends, by adding reviews, photos or comments, say. Each of these actions might again be communicated instantly to the news feeds of their clique. Obviously this is a double-edged sword, since they can just as easily criticise a brand as praise it. Facebook even plans to monitor and use actions beyond its own site to place them in a social context. If, for instance, a Facebook user makes a purchase at Fandango, a website that sells cinema tickets, this information again shows up on the news feeds of his friends on Facebook, who might decide to come along. If he buys a book or shirt on another site, then this implicit recommendation pops up, too.
1. The fourth phase of web advertising is _____.
[A] creating brands' own pages on social-networking websites
[B] the strategy of conversational marketing
[C] online advertising through various means
[D] interactive advertising
2. The new advertising model makes breakthrough in _____.
[A] allowing marketers to find consumers with a keyword
[B] providing marketers access to measure their ads' effectiveness
[C] encouraging consumers to have more commun-ication and interaction
[D] endowing marketers with the right of creating their own pages
3. The case of Warner Bros implies that _____.
[A] MySpace is having a step further than Facebook
[B] the “friend request” approach is effective
[C] some initial steps of the new advertising model have been taken
[D] this kind of advertising model fits the film industry
4. About Facebook, which one of the following statements is TRUE?
[A] It has reached a consensus with MySpace in pushing forward the new advertising model.
[B] It is marching into a new phase of the advertising industry based on its expertise in advertisement.
[C] It will make full use of the social actions of its users in the new advertising model.
[D] It provides customized service to commercial organizations to facilitate their success.
5. Facebook's principle of “people influence people” is best reflected in its _____.
[A] special pages for famous brands like Coca-cola
[B] “Sprite Sips” game on the Sprite page
[C] tiny alerts of news feeds
[D] profile pages and “friends request” to socialize people

1. The fourth phase of web advertising is _____.
[A] creating brands' own pages on social-networking websites
[B] the strategy of conversational marketing
[C] online advertising through various means
[D] interactive advertising
1. 网络广告的第四个阶段为 _____。
[A] 在社交网站上制作品牌自己的网页
[B] 对话式的营销战略
[C] 以各种方式进行的在线广告
[D] 互动性广告
答案:D 难度系数:☆☆☆
分析:推理题。文章第二段提到,如果基于社会互动的新技术效果比较好的话,那么就可以把网络广告推向第四阶段。第三段又提到,目前已有的网络广告的种类已经体现了突破。但是,目前观察甚至是参与顾客会话的目标仿佛近在咫尺了。由此可以看出,下一步就是这种会话式的网络广告,因此,答案D最为符合。
2. The new advertising model makes breakthrough in _____.
[A] allowing marketers to find consumers with a keyword
[B] providing marketers access to measure their ads' effectiveness
[C] encouraging consumers to have more communication and interaction
[D] endowing marketers with the right of creating their own pages
2. 新的广告模式做出的突破是在 _____。
[A] 允许商人用关键词就可以找到客户
[B] 为商人提供衡量他们广告效益的途径
[C] 鼓励顾客们进行更多的交流和互动
[D] 赋予商人制作自己网页的权利
答案:C 难度系数:☆☆☆
分析:细节题。要注意不要把本题和以前的网络广告做出的突破混淆,第三段提到的两个突破,也就是选项A和B是目前网络广告已经做出的突破,而新的突破在第三段中也提到了,是允许商家和用户进行会话互动,因此选项C符合题意。D只是实现这个突破的手段。
3. The case of Warner Bros implies that _____.
[A] MySpace is having a step further than Facebook
[B] the “friend request” approach is effective
[C] some initial steps of the new advertising model have been taken
[D] this kind of advertising model fits the film industry
3. 华纳兄弟的例子说明了 _____。
[A] MySpace比Facebook先进了一步
[B] “交友请求”的方法比较有效
[C] 新的广告模式方面已经有了一些初步的进展
[D] 这种新的广告模式适合电影业
答案:C 难度系数:☆☆
分析:推理题。根据上下文,实践新广告模式的第一步就是在网上开设网页,然后又说一些品牌已经在MySpace上这样做了,接着就提到华纳兄弟的例子。由此可以看出,这个例子是为了说明本段的中心意思,就是进行广告模式的初期步骤,因此选项C符合题意。
4. About Facebook, which one of the following statements is TRUE?
[A] It has reached a consensus with MySpace in pushing forward the new advertising model.
[B] It is marching into a new phase of the advertising industry based on its expertise in advertisement.
[C] It will make full use of the social actions of its users in the new advertising model.
[D] It provides customized service to commercial organizations to facilitate their success.
4. 关于Facebook,下列哪个陈述是正确的?
[A] 它已经和MySpace达成共识,联合起来推进新的广告模式。
[B] 基于其在广告业务上的专业性,它正在迈入广告行业的新阶段。
[C] 在新的广告模式中,它将充分利用用户的社会活动。
[D] 它为商业机构提供了定制服务,从而帮助它们取得成功。
答案:C 难度系数:☆☆☆☆
分析:细节题。选项A,虽然文中提到了Facebook和MySpace在进行一些相似的举措,但是文章第二段就指出它们是竞争对手,也未提到它们达成共识和联合行动,因此该陈述不正确。选项B,从文章可以看出,它一直在从事广告业,但没有明确提出它的expertise。选项C,在文章第一段公司老总跟客户就提到这一点,它自身目前的一些举措也反映了这点。选项D,文章中提到了它们的服务帮助企业走向成功,但是却没有明确地提到customized service。因此,选项C为正确答案。
5. Facebook's principle of “people influence people” is best reflected in its _____.
[A] special pages for famous brands like Coca-cola
[B] “Sprite Sips” game on the Sprite page
[C] tiny alerts of news feeds
[D] profile pages and “friends request” to socialize people
5. Facebook的“人影响人”的理念在 _____ 上体现得最为充分。
[A] 为向可口可乐这样的著名品牌提供的特殊网页
[B] 雪碧网页上的“雪碧吮吸”游戏
[C] 一些小的新闻提示
[D] 为了帮助人们社交的个人主页和“交友请求”
答案:C 难度系数:☆☆☆☆
分析:推理题。所有的选项都是文章最后两段提到的内容。可口可乐和雪碧的网页以及雪碧游戏都是一种手段和媒介,主要还是要让其用户通过“新闻提示”来互相知道朋友间的交易活动,这样朋友间就可能因为身边的人买了某种东西也去购买。因此,这种理念在“新闻传播”上得到了最充分的体现。选项D虽然也可以体现这样的理念,但不如选项C体现得更充分。因此,正确答案为C。

这一周对于广告行业来说,可能意味着全新的发展,但也可能是旧模式的发展,这要视人们的年龄和记忆而定。对于热门社交网站Facebook的老总Mark Zuckerberg来说,就是全新的发展。11月6日,他站在大约250名中年广告经理面前,宣布Facebook将为他们提供一个新项目。“在过去的百年中,媒体被推到人们面前,”他说,“然而今天,商人们也将成为这场对话中的一员。”他声称,若采用该公司的新措施,广告客户就可以借用Facebook用户的“社会行为”,因为“人可以影响人”。
Zuckerberg先生的基本观点并不是很有新意。但是,一家名为互动广告局贸易协会的老总Randall Rothenberg认为,Facebook和其较大的对手——拥有相似广告体系的MySpace在本周发布的宣言将在对话市场营销中向前迈出一大步。他认为,如果基于社会互动的新技术被证明有效的话,他们或许就可以将网络广告推向第四阶段。
从商人的角度来说,现有的各类网络广告已经体现了突破。他们现在通过输入关键词就可以锁定对某种产品或服务感兴趣的顾客,但只有当顾客做出反应,也就是点击了他们的广告后,商人才付费。在展示中,他们可以跟踪和测定其广告是如何被顾客浏览的,以及相比电视广告来说,顾客是否更关注网络广告。然而,目前观察甚至是参与顾客会话的目标仿佛近在咫尺了。
品牌和顾客取得交流的第一步,就是在社交网络上启动个人主页,从而可以从个人那里接受“交友请求”。一些品牌在MySpace上这样做已经有一段时间了。比如,好莱坞电影公司华纳兄弟在MySpace上有一个专门的页面服务于《300》,这是一部关于斯巴达勇士的电影。有20万人注册成为该网页的朋友,这些人观看影片的宣传片,在影片放映前进行讨论,对DVD的发行进行倒计时。
从这周起,Facebook也允许品牌在其网站上制作自己的网页。比如,可口可乐已经开设了一个雪碧的网页,还有一个“雪碧吸吮”的游戏,用户可以在其网页上用一个小小的动画角色来玩这个游戏。Facebook通过小的“新闻”提示,自动通知玩家的朋友这种游戏的趣味,使之成为一种社会行为。这样,至少在理论上来说,雪碧“经验”可以穿越整个群体,正如Messrs Lazarsfeld和 Katz曾经在线下世界所描述的那样。
在许多情况下,Facebook的用户也可以像对待其他朋友的网页一样对待品牌的网页,比如可以增加评论、照片或者意见,而且每个活动都可以马上传到他们小圈子的新闻地带。很显然,这是一把双刃剑,因为他们可以轻易地批评一个品牌,也可以表扬一个品牌。Facebook甚至计划要在自己的网站之外也采取一些行动,从而将之置于一个社会环境中。比如,假设一个Facebook的用户在卖电影票的网站Fandango上购买了电影票,这个信息就会出现在这个人在Facebook上的朋友新闻地带中,他们也可能会决定一起去。如果该用户在另外一个网站买了一本书或一件衬衫,这种暗示性的推荐也会出现。
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