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题型:阅读理解-阅读单选 难度:0.65 引用次数:45 题号:20652339

Embedded (植入的) advertising has been running wild for decades. It forces its way into our daily lives, yet goes largely unnoticed. It’s become so perfectly inescapable that, at the end of the day, you just have to sit back and admire it — or at least accept it.

It used to be that embedded advertisements were harmless. They were obvious, but priceless too. These days, however, people have to draw the line when Tom Hanks makes best friends with a brand-name volleyball on the screen. Pretty soon may come the day when we can’t sit through a Renaissance-set show without local servants sporting the latest mobile phone! Many people have just grown indifferent to the brand promotion. It’s sad that we sometimes have to judge the worth of movies and shows based on how perfectly they’re able to include brands into a storyline.

We can look at The Social Network as an example of how embedded marketing can be destructive or made more pleasant. What could have been a two-hour ad for a famous social media site was instead fashioned into a thematic exploration of the network’s impact on its users. The film examines the networks expansion and makes us question how it has changed the concept of “connectedness” in the so-called information era. We really have to give credit for this.

In such cases the attempt is being made to introduce a certain amount of artfulness where there could have easily been none. Such examples are thought of as “progressive product placement”, which could serve as a model. If today’s embedded advertising can be dealt with in the clever and attractive way, people won’t remain either indifferent to or calm about it.

1. What is the feature of embedded advertising according to the first paragraph?
A.Costly.B.Meaningful.C.Appealing.D.Widespread.
2. Why does the author mention Tom Hanks and servants in paragraph 2?
A.To compare two different kinds of ads.
B.To show effect of present embedded advertising.
C.To indicate the necessity of ads for products.
D.To explain the development of embedded advertising.
3. What does the author think of The Social Network?
A.It is impractical.B.It is questionable.
C.It is praiseworthy.D.It is complicated.
4. What can be inferred about progressive product placement?
A.It deals with the ads skillfully.B.It explores artistic themes in films.
C.It increases the brand exposure.D.It introduces the products in detail.

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