【推荐3】Directions: After reading the passage below, fill in the blanks to make the passage coherent and grammatically correct. For the blanks with a given word, fill in each blank with the proper form of the given word; for the other blanks, use one word that best fits each blank.
Imagine a future where our streets are filled with ads 200m tall, where billboards change before our eyes to give us personalized messages, and where companies track our every move as we walk 1 a city, pinging special offers to our phones as we near their shops.
In fact, all of these forms of advertising are already being tested. Let’s take the first of these ideas. Back in 1982, science fiction movie Blade Runner predicted a futuristic cityscape where giant adverts stretched the full height of skyscrapers. And UK company Lightvert are now doing something very similar, with one crucial difference.
2 making immense physical adverts, their commercials are sent straight into consumers’ eyes. They do this by attaching a strip of reflective material onto a building and projecting an image onto it. This image then “bounces” out into the world. When you pass directly in front of the image, you see it. It appears to be huge and 3 (hang) in mid-air, but others can’t see it. Lightvert claims this form of advertising does not stand out and can “unlock” large amounts of “highvalue advertising real estate” .
But not everyone 4 (sell) on the idea of living in a world of endless ads. In Moscow, for example, a new form of advertising targeting motorists has split opinion. Drivers approaching a particular digital billboard in the city are shown adverts for a new kind of Jaguar car, but only if they are driving a different make of vehicle. Sensors in the billboard detect what kind of car you are driving, and send you an ad based on that information.
5 this may seem invasive, it’s actually the safety aspect that has concerned some observers. Researchers in Sweden have shown that digital billboards attract our eyes for 6 (long) than other kinds. In fact, they take our attention away for over two seconds, a length of time which 7 (prove) to be dangerous on the roads.
Finally, we have “proximity marketing”, 8 shops detect where you are on the high street and send tailored adverts to your phone. Devicescape is one company trialing the use of Wi-Fi as a means of tracking customers. Their technology 9 work anywhere whether in a supermarket, a concert hall, or a bus, says Owen Geddes from their marketing team. What would customers see？“ 10 could be a discount offer to use in the shop the person is visiting, or a piece of content such as a movie trailer,” says Mr. Geddes.
