Time is running out for the 30-second TV commercial
The 30-second television commercial was once a cultural icon. Unfortunately, it has lost that status. TV commercials are destined for history museums, along with cassette players and dial-up telephones.
TV commercials had their golden era in the 1960s. People had lots of time, particularly after work. There were no emails, text messages or social networks to follow. TV was limited to a handful of stations that only broadcast during certain times of the day.
Commercials were part of the TV experience. They offered a window into the new world of packaged goods, automobiles and airline travel. Thanks to TV commercials, people could learn about these products without having to get up from the sofa.
That’s not the case anymore. For today’s internet-enabled consumers, TV commercials are probably the least efficient way to learn about a product. They are 30 seconds of sell (推销), while all we really want to do is sit back and watch our show.
Time-shifting — the ability to fast forward and rewind (倒回) — has made it possible for us to make watching TV just one more scheduled activity in our already packed diaries. It’s not that we don’t want to hear from brands. It’s just that we don’t want to hear from them during the time we have set aside to watch TV. A study last year showed that 84 percent of respondents wanted to fast forward through the ads they watched. More than 60 percent of them, meanwhile, downloaded shows so that they could skip commercials.
Hence the concept of “interruptive advertising.” People don’t want to be interrupted by advertising. They only want to engage with it when they are in consumer mode and thus in the proper mood for a brand’s message.
So, are TV commercials dead already? What sort of brand message is appropriate today? The answer isn’t yet clear, but pre-roll (片前的) ads may be part of the solution. People are less likely to consider such ads annoying since they start to roll before the viewer has a chance to engage with the show. It might be followed up by a page on the show’s website, with links that allow the viewer to connect more deeply with the brand.
1. According to the author, television commercials are outdated because ______.①people’s attention is taken by many things
②there are alternative ways of promoting products
③there are all kinds of information on the internet
④time-shifting has made it possible for us to skip TV commercials
A.①②③ | B.①②④ |
C.①③④ | D.②③④ |
A.People have a busier work schedule now than in the 1960s. |
B.People no longer care about the brand message in the commercials. |
C.People tend to skip commercials when they spare time to watch TV. |
D.People will feel annoyed when they watch interruptive television ads. |
A.Critical | B.supportive |
C.casual | D.conservative |
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TV GUIDE:MONDAY, JANUARY 11 | |||||
ANN | TES | CWA | REG | GEF | |
6:00 p.m. | Animals in Africa: Focus on Elephants | What Teachers Need: Why We Should Increase Their Salaries | Women CEOs: Focusing on Crystal Eribe | Political News Today | Ricky Roger and Friends |
6:30 p.m. | A School Day in Uganda: Through the Eyes of Eniye | The President’s Daily Update | The Kitten and the Kite | ||
7:00 p.m. | Reptiles as Pets: They’re Not as Scary as They Look | A New Perspective on Public Education (Gordon Thomas) | The “Fairer” Sex? A Debate. | Senate Meeting News: January 21 | Sing-Along for Little Ones |
7:30 p.m. | Females in Traditional “Male” Careers: Computer Programmer | Inspirational Leaders: Yola Benoit | Shh... It’s Bedtime. |
A.You’ll get some extra channels. | B.You’ll get some money back. |
C.You’ll get a gift. | D.You’ll get a discount. |
A.Shows about the government. | B.Shows about wildlife. |
C.Shows about different genders. | D.Shows about learning and technology. |
A.It’s for second-language learners. | B.It’s probably for adults. |
C.It’s aimed at college students. | D.It’s intended for children. |
【推荐2】The audience starts to scream and young people all over Britain turn on their TVs. Yes, it’s Top of the Pops!
Top of the Pops is an amazing 34 years old. Pop stars from all over the world appear on this successful TV programme. After 1,800 shows, it’s still the most popular pop music show in Britain. So what’s the secret?
“We get lots of bands to perform live in the studio,” says producer Chris Cowey. “That just doesn’t happen on other shows.”
Chris starts planning the programme over a week before it goes out. His first job is to decide which bands to have on the show. When the chart of the top twenty songs is produced on Sunday, Chris can start to book the bands.
Monday starts with Chris meeting his sound, lighting and camera workers. They listen to each song and plan the show.
Tuesday is paperwork day. There are bookings to make sure of letters to answer and lots of phone calls to make. The show is on Thursday. Bands arrive at the studio from 10 o'clock in the morning and start practising. Tonight’s presenter, Jo Whiley, practices too.
First the bands go to make up. Judy and Issy are the make-up artists. “We see the stars with no make-up on, looking terrible,” says Issy. Then the bands go to the costume department where Marianne dresses the stars.
Back in the studio things are happening. The audience are practicing their dance moves! It takes over two hours to record the whole programme, then Chris edits it all night long. The final version is exactly 29 minutes long.
1. What make(s) Top of the Pops still the most popular in Britain?A.The live performances in the studio. |
B.The jobs carefully done by the workers of the TV station. |
C.The great fame of the bands. |
D.The large numbers of pop fans in Britain. |
A.they must decide on the songs |
B.they don’t have to decide what songs they will perform |
C.the songs that will be performed haven’t been decided on |
D.they have no idea what songs they will perform |
A.makeup | B.stage |
C.studio | D.clothes |
A. |
B. |
C. |
D. |
A.More Popular, More Successful | B.A Stage for Pop Stars |
C.Go Backstage of Top of the Pops. | D.A Popular Live Band. |
【推荐3】Obviously television has both advantages and disadvantages.
In the first place, television is not only a convenient source of entertainment, but also a comparatively cheap one. With a TV set in the family people don’t have to pay for expensive seats at the theatre, the cinema, or the opera .All they have to do is to push a button or turn a knob, and they can see plays, films, operas and shows of every kind. Some people, however, think that this is where the danger lies. The television viewers need do nothing. He does not even have to use his legs if the has a remote control. He makes no choice and exercises, no judgment. He is completely passive and has everything presented to him without any effort in his part.
Television, it is often said, keeps one informed about current events and the latest developments in science and politics. The most distant countries and the strangest customs are brought right into one’s sitting room. It could be argued that the radio performs this service as well; but on television everything is much more living, much more real. Yet here again there is a danger. The television screen itself has a terrible, almost physical charm for us. We get so used to looking at the movements on it, so dependent on its pictures, that it begins to control our lives. People are often heard to say that their television sets have broken down and that they have suddenly found that they have far more time to do things and the they have actually begin to talk to each other again. It makes one think, doesn’t it?
There are many other arguments for and against television. We must realize that television itself is neither good nor bad. It is the uses that it is put to that determine its value to society.
1. Television, as a source of entertainment, is ______.A.not very convenient | B.very expensive |
C.quite dangerous | D.relatively cheap |
A.Because TV programs are not interesting | B.Because TV viewers are totally passive |
C.Because TV prices are very high. | D.Because TV has both advantages and disadvantages |
A.it keeps us informed | B.it is very cheap |
C.it enables us to have a rest | D.it controls our lives |
A.its quality | B.people ’s attitude towards it |
C.how we use it | D.when we use it |
【推荐1】Recent research highlights that the last meal of the day can significantly affect our health. The story is not merely about what we consume, but also about when we do so.
The debate about dinner timing finds substantial, scientific support with a Brigham and Women’s Hospital (BWH) study, suggesting that early dinners could have much health benefits. And it defined an early dinner as a meal consumed three to four hours before bedtime in line with our body’s circadian rhythm (生理节奏).
The BWH study discovered clear differences in metabolic (新陈代谢的) profiles of early and late diners. Early diners demonstrated lower blood glucose (葡萄糖) levels, improved fat-burning capacity, better sleep quality, and higher energy levels. Meanwhile, late dinners led to increased hunger, slower calorie burning, and higher fat storage, posing risks for conditions like diabetes (糖尿病).
The exact timing of dinner isn’t a one -size-fits-all choice, as people’s routines vary widely. Maya Feller, a nutritionist based in Brooklyn, NY, emphasizes that our schedules — ranging from traditional nine-to-five to round-the-clock — are critical when considering “ideal” meal times. Therefore, finding a dinner time that fits into your schedule is essential.
Wendy Bazilian, DrPH, offers insightful tips for those whose routines may not permit an early dinner. She recommends consuming meals or snacks every three to five hours. This regular eating pattern can help stabilize blood sugar levels, preventing the feeling of hunger. Furthermore, it’s advantageous to leave a gap of two to three hours between your last meal and bedtime. This gap ensures your body has sufficient time for most of the digestion process letting — you get adequate rest and repair during sleep.
So it’s time to reconsider not just the contents of your plate, but also the clock. After all leading a healthy lifestyle isn’t merely about counting calories but also understanding when and how to fuel our bodies.
1. What did the Brigham and women’s Hospital (BWH) study mainly focus on?A.The recommended daily diet. | B.our body’s circadian rhythm. |
C.The drawbacks of early dinners. | D.The importance of dinner timing. |
A.Enjoying a sound night’s sleep. | B.Having a strong sense of hunger. |
C.Storing up more fat in your body. | D.Having a higher risk of diabetes. |
A.They’re supposed to grab some food every 6 hours. |
B.They should allow for digestion process before bedtime. |
C.They’d better have access to adequate sleep. |
D.They are advised to keep their blood sugar level stable. |
A.To show the benefits of good dietary habits. |
B.To share the fact that we are what we eat. |
C.To tell people the healthiest time to eat dinner. |
D.To show the importance of eating less in the evening. |
【推荐2】Antarctica doesn't seem very inviting, but about 37,000 visitors are expected to go on a trip to the frozen continent during this tourist season.
If you decide to go there, you'll need to think about timing. Ice, wind and low temperatures make a trip to Antarctica an impossibility outside of November through March. You'll also have to consider the almost prohibitive cost of your ship ticket — from about US$3,500 to US$25,000. This doesn't cover airfare to your port of departure, which is usually in South America, Australia or New Zealand.
Deciding what kind of boat on which to travel will make all the difference as accommodations vary greatly from one to the next. Large cruises, which might carry from 500 to 3,000 passengers, are good for vacationers and learners, but they never dock at a port. Smaller ships, such as yachts and dive boats, allow you on the continent, and their staff plan various physical activities for visitors.
Those who actually get their feet on the ground will be privileged to have a very unique experience, including many educational opportunities. Tours of active scientific research facilities manned by biologists and geologists are often available. Visitors are also able to see various penguins and seals, some of which are brave enough to get up close. Finally, a few adventurous ones will enjoy mountaineering and diving during their time on the icy land.
Another consideration that must be made when visiting Antarctica is one's environmental footprint. Every tourist, guide, researcher and ship makes an impact on this faraway part of our Earth. Precautions such as time limits on land, keeping a 5-meter distance from animals and rules against taking or leaving anything on the continent are strictly kept. Some wonder if it's better for people just to stay away from Antarctica if they are so likely to affect the land negatively. But most will say that seeing Antarctica helps make the world more aware of the part this beautiful location plays in the global environment.
1. What does the underlined word “prohibitive” in Paragraph 2 probably mean?A.Common. | B.Additional. | C.Reasonable. | D.Unaffordable. |
A.They are on board throughout the trip. | B.They can enjoy various physical activities. |
C.They can get very close to local animals. | D.They have a chance to land on the continent. |
A.Dangerous. | B.Economical. | C.Educational. | D.Destructive. |
【推荐3】If you are a parent of young children who browses parenting websites, you will at some point be invited, through targeted advertising, to enrol your child in a Global Maths Skill Assessment — “to see how they compare to peers globally”. You may be urged to consider the possibility — no, probability — that they are “gifted” in some way, if not in maths, then in music or art. It’s window-dressing (门面粉饰) for subscription (订阅) services, but the other day, a line caught my eye that I haven’t been able to forget. “Talent isn’t everything; the important thing is to teach your child to be kind.”
This positioning of “kindness” as the opposite of “talent” is common once you start looking for it. Kindness is, everywhere: the consolation (安慰) prize, the award for perfect attendance. A few years ago, none of this would have struck me as noteworthy. I believed a tendency towards kindness wasn’t something we were born with, but instead something entirely reliant on cultivation. These days I wonder about that, and about our determination to see it that way.
It brings us to the problem of kindness; not only the fact that, in plenty of settings, it can be a code for weakness or neediness, but the fact that the word itself has been emptied out through misuse. Real kindness is not this. Kindness, I try to tell my children, is strength. My child who is always kind to others is frequently confused by the unfriendliness of others, at which point I have to bite my tongue. “Jessica was rude to you because she’s silly” is not what I’m going to teach my seven-year-old.
Can you teach someone to be kind? Of course, but also only sort of, not entirely. You can discipline them with reason and rewards in the same way you can send them to piano every week and eventually they’ll learn to play Twinkle Twinkle. The fact remains that some people are kinder than others not as a result of external forces but from some inborn ability. The ancient Greek storyteller Aesop said, “No act of kindness, no matter how small, is ever wasted.” Two thousand years later, it remains a hard sell.
1. Parenting websites often make use of various assessments of children’s talent to ________.A.increase the click-through rate | B.promote their targeted training |
C.remind parents of their children’s talent | D.have parents subscribe their services |
A.kindness is viewed as the opposite of talent |
B.consolation prize is a kind gesture that should be promoted |
C.kind deeds are no easy to find |
D.kindness deserves to be noticed in the contemporary society |
A.Say nothing. | B.Let out my anger. |
C.Harm oneself accidentally. | D.Explain something in pain. |
A.Every child is talented, either in maths, music, art or kindness. |
B.Kindness is your strength to talk back when offended. |
C.Kindness is not something that can be easily taught. |
D.Teaching can bring about children’s tendency towards kindness. |
【推荐1】Curitiba, Brazil, has been called the most innovative (创新) city in the world. City officials from around the world visit Curitiba to learn how the city, with relatively limited funds, has been solving urban (都市的) problems. By using imaginative, low-cost solutions and low technology, Curitiba has created a pleasant urban life that many cities in the more developed nations have yet to achieve. Here is how the city achieved this.
Transportation
The city has made public transportation attractive, affordable and efficient. Instead of building a subway which the city could not afford, it established a system of extended, high-speed buses, some carrying as many as 275 passengers, on express routes, connecting the city center with outlying areas. Many people own cars in Curitiba but 85 percent of the commuters (通勤者) use public transportation. This has reduced traffic jams and air pollution. There are 30 percent fewer cars on city streets than you would expect from the number of cars owned by its residents.
Trash Collection
Poor people are encouraged to collect recyclable trash (垃圾) in the areas where they live and turn it in for food. In 1995 the city gave out about 350,000 Easter eggs, 25,000 Christmas cakes, and 2 million pounds of food in exchange for trash. About 70 percent of its trash is recycled, one of the highest rates in the world.
Education
Small libraries have been built throughout the city in the shape of a lighthouse. Called Lighthouses of Learning, they provide books (many schools in Brazil have no books), an attractive study room, and in a tower, a strong light and guard to make the area safe.
Health
Curitiba has more health clinics (小诊所) — that are open 24 hours a day — per person than any other city in Brazil.
Environmental Education
The Free University for the Environment was built out of recycled old utility poles next to a lake made from an old quarry (采石场). Short courses on how to make better use of the environment have been designed for contractors, merchants and housewives. Taxi drivers are required to take a course there in order to get their licenses (执照).
Curitiba is still a Third World city, with at least 10% of its 1.6 million people living in slums of corrugated tin-and-wood shanties. And its innovations were made gradually. But the city now stands as a model for urban planners, and mayors from around the world have visited Curitiba to learn from its experiments.
1. What is special about the city of Curitiba?A.It attracts many tourists to learn from its experiments. |
B.It solves urban problems without spending too much money. |
C.It has the cheapest subway system in Brazil for commuters. |
D.It forces more people to have environmental education. |
A.most citizens in Curitiba choose buses because they can't afford a car |
B.poor people in Curitiba have the technology to turn trash into food |
C.other cities in Brazil are also building lighthouses to encourage reading |
D.citizens in Curitiba can go to health clinics at any time they want |
A.urban areas | B.poor areas |
C.rich areas | D.downtown areas |
【推荐2】You may have heard the name “Michelin” because it’s related to Michelin tires. The tire producers Andre and Edouard Michelin created something called a “Michelin Guide” in 1900. It was originally meant as a guide specifically for France, outlining all of the travel destinations and why you should visit them, and thus encouraging people to buy cars, which meant more tire sales.
This guide included gas stations, repair shops, and notable restaurants. The Michelin Guide began to cover all sorts of European and North African countries, but then, the First World War hit and production stopped. After the war, though, the Michelin brothers adapted the guide and began charging for it. This adapted guide included hotel listings. It removed advertising and then began to actually categorize and rate restaurants.
By the year 1936, they had finalized their three-star standards that they would award to restaurants. One Michelin star was classified as “a very good restaurant in its category”. Two Michelin stars meant “excellent cooking, worth a detour (迂回)”. And lastly, three Michelin stars meant “exceptional cuisine, worth a special journey”.
Now, there are Michelin Guides for 23 countries. Michelin hires undercover reviewers called “inspectors” that travel to restaurants secretly and decide their category. These inspectors are not even allowed to disclose to their parents their actual line of work, since parents will likely feel honored and show it off. So the number of inspectors that actually exist is unpublicized.
To get a three-star rating isn’t always a good thing, though. A few restaurants have asked Michelin to take back their star rating. For example, Petersham Nurseries Cafe in London got a star in 2011, but people visiting expected a formal dining experience and unrealistic expectations of what the restaurant really was. Some restaurants in Japan also turned it down because they wouldn’t be able to keep up their quality of food with such a fierce jump in popularity.
Everything must be perfect. Not good, not excellent — perfect. These are the absolute bare basics of the Michelin star system: some history and some highlights.
1. What is the original purpose of making Michelin Guide?A.To promote the company’s tire sales |
B.To popularize some fascinating hotels. |
C.To develop tourism industry in France. |
D.To regularize the reference on restaurants. |
A.The principles of Michelin charge. |
B.The introduction of Michelin Guide. |
C.The criteria of Michelin star ranking. |
D.The distribution of Michelin restaurants. |
A.Romantic. | B.Mysterious. | C.Respectable. | D.Promising. |
A.They are fed up with the crowded customers. |
B.The Michelin star rating ruins their reputations. |
C.There are some drawbacks in the Michelin star system. |
D.They can’t live up to the expectations of the customers. |
【推荐3】Home party marketing originated in America in the early last century. At that time, direct selling had become a very common part of American life. Door-to-door salesmen would travel throughout the country selling anything from sewing machines to cure all medicines. In 1931, a man named Frank Stanley Beveridge who had dug enough gold by doing this selling started a company called Stanley Home Products. The company sold cleaning supplies to housewives.
Soon after Mr. Beveridge began his company, one of his salesmen began selling Stanley products at home parties. The salesman would organize a Stanley Party where he could give a cleaning demonstration(演示) to a room full of guests. It allowed him to sell Stanley products to many different customers at once, and it proved to be much more effective than standard door-to-door sales. The practice quickly became the main marketing strategy of Stanley Home Products.
Next, during the 1940s, many housewives started selling Stanley products to make extra money for their families. The job was perfect for housewives because Stanley sellers could work from home and set their own schedules. A single mother named Brownie Wise took full advantage of this opportunity and quickly became one of Stanley’s top sellers.
Not long after that, she started her own direct selling business called Tupperware Patio Parties, which focused on selling a new type of plastic food container, Tupperware, using the Stanley home party system. Wise had realized Tupperwvare was perfect for the home party system. She could show her customers its patented airtight seal, and she could also take away their anxiety about the safety of plastics -- a fairly new invention at the time. Wise’s company was very successful, and it was soon selling more Tupperware than department stores.
Today, many other companies have adopted home party marketing plans. So, next time you leave your friend’s party with a hundred dollars’ worth of new Tupperware or jewelry, you can thank Frank Stanley Beveridge and Brownie Wise for your unintended purchase.
1. When did home party marketing originate in America?A.In the early 19th century. |
B.In the late 19th century. |
C.In the early 20th century. |
D.In the late 20th century. |
A.He was an inventor of many home products. |
B.He was an experienced door-to-door salesman. |
C.He was the president of Tupperware Patio Parties. |
D.He was the first person to organize a Stanley Party. |
A.They liked holding parties at their house. |
B.They could make some money quickly. |
C.They needed hardly any pre-job training. |
D.They could work under a flexible schedule. |
A.It was liked by party organizers. |
B.It required a demonstration. |
C.It sold badly in department stores. |
D.It was especially made for the system. |
A.time and events |
B.comparison and contrast |
C.cause and effect |
D.argument and explanation |