2021年考博英語閱讀理解模擬題（十二）

Depending on your age and memory, it was a week ofradically new or reassuringly old developments in the advertising industry. ToMark Zuckerberg, the boss of Facebook, a popular social-networking website, itwas the former. Standing in front of about 250 mostly middle-aged advertisingexecutives on November 6th, he announced that Facebook was offering them a newdeal. “For the last hundred years media has been pushed out to people,” hesaid, “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 piggybackon 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, atrade association, the announcements this week by Facebook and its largerrival, MySpace, which has a similar ad system, could amount to a big stepforward in conversational marketing. If new technologies that areexplicitly based on social interactions prove effective, he thinks, they mightadvance web advertising to its fourth phase.

From the point of view of marketers, the existingtypes of online ads already represent breakthroughs. In search, they can nowtarget consumers who express interest in a particular product or service bytyping a keyword; they pay only when a consumer responds, by clicking on theirads. In display, they can track and measure how their ads are viewed andwhether a consumer is paying attention better than they ever could withtelevision ads. Yet now the holy grail of observing and even participating inconsumers' conversations appears within reach.

The first step for brands to socialise withconsumers is to start profile pages on social networks and then accept “friendrequests” from individuals. On MySpace, brands have been doing this for awhile. For instance, Warner Bros, a Hollywood studio, had a MySpace page for “300”, its film about Spartanwarriors. It signed up some 200,000 friends, who watched trailers, talked thefilm up before its release, and counted down toward its DVD release.

Facebook, from this week, also lets brands createtheir 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'sfriends, via tiny “news feed” alerts, of the fun in progress. Thus, at least intheory, a Sprite “experience” can travel through an entire group, just asMessrs Lazarsfeld and Katz once described in the offline world.

In many cases, Facebook users can also treatbrands' pages like those of other friends, by adding reviews, photos orcomments, say. Each of these actions might again be communicated instantly tothe 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 evenplans to monitor and use actions beyond its own site to place them in a socialcontext. If, for instance, a Facebook user makes a purchase at Fandango,a website that sells cinema tickets, this information again shows up on thenews feeds of his friends on Facebook, who might decide to come along. Ifhe buys a book or shirt on another site, then this implicit recommendation popsup 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.

[答案]

1. D

2. C

3. C

4. C

5. C

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