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题型:阅读理解-阅读单选 难度:0.65 引用次数:23 题号:10175565

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 According to the author, television commercials are outdated because ______.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.①②③B.①②④
C.①③④D.②③④
2. According to the article, which of the following statements is NOT true?
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.
3. According to the article, people’s attitude towards pre-roll ads is more ______.
A.CriticalB.supportive
C.casualD.conservative

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文章大意:这是一篇应用文。文章介绍了一个有线电视套餐,并附上电视节目指南。

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TV GUIDE:MONDAY, JANUARY 11
ANNTESCWAREGGEF
6:00 p.m.Animals in Africa:
Focus on Elephants
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1. What is the benefit of buying a cable package right away?
A.You’ll get some extra channels.B.You’ll get some money back.
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【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?
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C.The great fame of the bands.
D.The large numbers of pop fans in Britain.
2. When the bands receive the invitations to the performance, _________.
A.they must decide on the songs
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A.
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5. Which is the proper title for the passage?
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名校

【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 ______.
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C.it enables us to have a restD.it controls our lives
4. According to the passage, whether TV is good or not depends on _______ .
A.its qualityB.people ’s attitude towards it
C.how we use itD.when we use it
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