阅读理解100-34

阿邱

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 November 6th, 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] on-line 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 communication and interaction.
[D] endow 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] “Sprit Sips” game on the Sprite page.
[C] tiny alerts of news feeds.
[D] profile pages and “friends request” to socialize people.

阿邱

文章剖析：
这篇文章介绍了广告行业最新的广告形式——会话式互动网络广告。第一段讲述Facebook宣布实行新的广告方法；第二段讲述实行新模式的意义；第三段讲述目前广告的情况和未来的方向；第四、五、六段讲述Facebook和MySpace采取的一些初步举措。       
词汇注释：
marketer n. 市场商人        piggyback  v. 象背负在别的东西上起作用
Spartan adj. 斯巴达的        clique n. 私党，小圈子
难句突破：
(1)        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.
[主体句式] But, say Randall Rothenberg, the announcements could amount to…
[结构分析] 这是一个复合句， the boss of…是主语的同位语；a trade association是前面the Interactive Advertising Bureau的同位语；宾语从句中，which引导的非限定性定语从句是用来修饰前面MySpace的。
[句子译文] 但是，一家名为互动广告局的贸易协会老总Randall Rotherberg 认为Facebook和其最大的对手——拥有相似广告体系的MySpace在本周发布的宣言将对话市场营销中向前迈出的一大步。
(2)        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.
[主体句式]If a Facebook user makes a purchase…, this information shows up …
[结构分析] 这是一个复合句，在条件状语从句中，a websit …是前面Fandango的同位语；主句中who 引导的定语从句是修饰Facebook的。
[句子译文] 比如，一个Facebook的用户在卖电影票的网站Fandango进行了一笔交易，这个信息会出现在Facebook上的朋友新闻地带中，他们也可能会决定一起去。
题目分析：
1. The fourth phase of web advertising is_____        1. 网络广告的第四阶段为_____
[A] creating brands’ own pages on social-networking websites.        [A] 在社交网站上制作品牌自己的网页。
[B] the strategy of conversational marketing.        [B] 对话式的营销战略。
[C] on-line advertising through various means.        [C] 以各种方式进行的在线广告。
[D] interactive advertising.        [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，目前的现存的网上广告种类已经代表了突破。 但是，目前观察、甚至是参与顾客的会话的圣杯仿佛近在咫尺了。可以看出，下一步就是这种会话式网上广告，答案中D最为符合。
2. The new advertising model makes breakthrough in_____        2. 新的广告模式作出的突破是在_____
[A] allowing marketers to find consumers with a keyword.        [A] 允许商人用关键词就可以找到客户。
[B] providing marketers access to measure their ads’ effectiveness.        [B] 为商人提供衡量他们广告效益的途径。
[C] encouraging consumers to have more communication and interaction.        [C] 鼓励顾客们进行更多的交流和互动。
[D] endow marketers with the right of creating their own pages.        [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。本题要注意不要和以前网络广告作出的突破混淆，第三段提出的两个突破也就是选项A、B是目前网络广告已经作出的突破，而新的突破第三段也提到了，是允许商家和用户会话互动，因此C选项符合题意。D只是达到这个突破的手段。
3. The case of Warner Bros implies that _____        3. 华纳兄弟的例子说明了_____
[A] MySpace is having a step further than Facebook.        [A] MySpace比Facebook走先进了一步。
[B] the “friend request” approach is effective.        [B] “寻找朋友”的方法比较有效。
[C] some initial steps of the new advertising model have been taken.        [C] 新广告模式方面已经有了初步的进展。
[D] this kind of advertising model fits the film industry.        [D] 这种新的广告模式适合电影产业。
[答案] C
[难度系数] ☆☆
[分析] 推理题。根据上下文，进行新广告模式的第一步就是在网上开办网页，然后说在MySpace一些牌子已经这样做了，接着就提到华纳兄弟的例子。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C选项符合题意。

4. About Facebook, which one of the following statements is TRUE?        4. 关于Facebook,下列哪个陈述是正确的?
[A] It has reached a consensus with MySpace in pushing forward the new advertising model.        [A] 它已经和MySpace达成共识，联合起来推进新的广告模式。
[B] It is marching into a new phase of the advertising industry based on its expertise in advertisement.        [B] 基于其在广告业务上的专业性，它迈入广告行业的新阶段。
[C] It will make full use of the social actions of its users in the new advertising model.        [C] 在新的广告模式中它将充分利用用户的社会作用。
[D] It provides customized service to commercial organizations to facilitate their success.        [D] 它为商业机构提供了定制服务，从而帮助它们达到成功。
[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着点。选项D，文章中提到了它们的服务帮助企业走向成功，但是却没有明确提到“customized service”。因此，C选项为正确答案。
5. Facebook’s principle of “people influence people” is best reflected in its_____        5. Facebook的 “人们影响人们”的理念在_____体现得最为充分。
[A] special pages for famous brands like Coca-cola.        [A] 为向可口可乐这样的著名品牌提供的特殊网页
[B] “Sprit Sips” game on the Sprite page.        [B] 在雪碧网页上的“雪碧吮吸”游戏
[C] tiny alerts of news feeds.        [C] 一些小的新闻提示
[D] profile pages and “friends request” to socialize people.        [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。答案的选项都是文章最后两段提到的内容。可口可乐、雪碧网页和雪碧游戏都是一种手段和媒介，主要还是让其用户通过“新闻提示”来互相知道朋友间的买卖动向，这样朋友间就可能因为旁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。D选项虽然也可以体现这样的理念，但不如C选项能够更充分的体现。因此正确答案为C选项。

阿邱

参考译文：
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。对于社会网络网站Facebook的老总Mark Zuckerberg来说就是根本上的全新发展。 12月6日，他站在大约250名中年广告经理面前，宣布Facebook将为他们提供了一个新项目。 “在过去的百年中，媒体被推到人们面前，”他说，“今天，商人们也成为这场对话中的一员。”他声称采用该公司的新措施，广告客户就可以借助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的贸易协会老总Randall Rotherberg 认为Facebook和其最大的对手——拥有相似广告体系的MySpace在本周发布的宣言将对话市场营销中向前迈出的一大步。他认为， 如果基于社会互动的新技术证明有效的话， 他们就可以将网络广告推向第四阶段。
从商人角度来说， 现有的各类网上广告已经代表了突破。 他们现在通过输入关键字就可以锁定对某种产品或服务感兴趣的顾客， 但只有顾客做出反应，也就是点击了他们的广告后，商人才付费。在展示中，他们可以跟踪其广告是如何被顾客观看的，以及相比广告顾客是否更好地关注网络广告。然而，目前观察、甚至是参与顾客会话的圣杯仿佛近在咫尺了。
品牌要和顾客取得交流的第一步就是在社会网络上启动图形页，从而可以从个人那里接受“友情邀请”。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”，这是关于斯巴达勇士的一部电影。有20万个人注册成为该网页的朋友,  这些人观看宣传片, 在影片放映前进行讨论,  对DVD发行进行倒计时。
从这周起, Facebook允许品牌在其网站上制作自己的网页。比如，可口可乐已经开一个雪碧网页，还有一个“雪碧吸吮”的游戏，用户可以在其网页上用一个生动的小角色来玩这个游戏。Facebook通过小的“新闻”提醒自动通知玩家的朋友这种游戏的快乐，使之成为一种社会行为。这样，至少在理论上，雪碧“经验”可以穿越整个群体，正如Messrs Lazarsfeld和 Katz在线下世界所描述的那样。
在许多情况下，Facebook用户也可以象对待其他朋友一样对待品牌的网页，比如可以增加评论、照片或者注释。而且每一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，一个Facebook的用户在卖电影票的网站Fandango进行了一笔交易，这个信息会出现在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，这种暗示的推荐也会出现。