advertising-on-the-edge经济学人
哈佛商业评论中英文对照-瞅准生活间隙做广告
哈佛商业评论中英文对照-瞅准生活间隙做广告第一篇：哈佛商业评论中英文对照-瞅准生活间隙做广告FORETHOUGHT GRIST 前瞻思维Where Is Advertising Going? Into ‘Stitials’瞅准生活间隙做广告Jeffrey F.Rayport 杰弗里·瑞波特If you’re familiar with consumer-brand marketing, you know the term “interstitial.” An interstitial ad is one that appears in interstices—that is, between segments of the content that customers want to experience.Like a tollbooth on a turnpike, it forces customers to stop and pay(in the form of time and attention)before proceeding on their desired path.Epitomized by the 30-second TV spot, it’s a concept that captures what advertising has been designed to do in the past, and why customers today go to such lengths to block, skip, zap, or fast-forward past it.若你熟悉消费品营销，就一定知道“插播式广告”，也就是说，在顾客乐意体验的活动片段之间插入广告。
就像高速公路上的收费站要求驾车者停车付费一样，插播式广告也强迫顾客付出一定的时间和精力，在看过广告之后，才能继续参与下一段活动。
economist经济学人
BusinessThe future of the FirmMcKinsey looks set to stay top of the heap in management consultingIT IS one of the engines of global capitalism. Not only does McKinsey provide advice to most of the world's leading companies. It also pioneered the idea that business is a profession rather than a mere trade—and a profession that thrives on raw brainpower more than specialist industry knowledge or plain old common sense. Yet McKinsey's name has suffered a succession of blows in the past 15 years.The Firm, as it calls itself, was deeply involved in the Enron debacle: the energy company's boss, Jeff Skilling, was a McKinsey veteran who praised the consultancy for doing God's work, and the McKinsey Quarterly published articles on Enron as enthusiastically as Hello! runs pieces about the Beckhams. In 2010 Anil Kumar, a McKinsey consultant, admitted passing inside information to Raj Rajaratnam of Galleon, a hedge fund. Last year Rajat Gupta, a former McKinsey managing partner, was also convicted of passing inside information to Mr Rajaratnam.Life is getting tougher for professional-services firms. Midsized consultancies are already suffering: Monitor Group went bankrupt last year—Deloitte later bought it for120m—and Booz & Co and Roland Berger are agonising about their futures. If the legal profession is anything to go by, worse is to come: Dewey & LeBoeuf collapsed last year after borrowing heavily in a dash for growth, and other elite law firms are struggling to win business.So, are McKinsey's best days behind it? Two new publications offer some interesting answers. The Firm, by Duff McDonald, is a generally admiring book that nevertheless asks hard questions about the organisation's future. Consulting on the Cusp of Disruption, by Clayton Christensen and two colleagues, is a penetrating article in the October Harvard Business Review, arguing that the comfortable world of the strategy consultancies is about to be turned upside down.McKinsey's success depends above all on an unimpeachable reputation for integrity. It cannot continue to serve most of the world's leading companies if its consultants are willing to spill secrets. Mr McDonald argues that the firm's size makes it impossible to avoid repeats of the Kumar problem. It is now a giant factory with 1,200 consultants rather than the cosy club of old. The firm has to keep growing, not least to provide itspartners with the 1.5mor so a year that they earn. But every time it grows it puts its most important asset at risk.McKinsey's success also depends on its ability to remain at the cutting edge of business. But in recent years it has seemed to be on the wrong cutting edge. Mr McDonald points out that whereas McKinsey has led the financialisation of basic industries such as oil and gas, it has had little if any role in shaping the giants of the internet economy, such as Apple and Google.The new lords of business are engineers in hoodies, not MBAs in pinstripes. Mr Christensen focuses on a bigger subject: how the forces that have disrupted so many other businesses, from steel to publishing, are disrupting consulting.The big three strategy consultants—the other two are the Boston Consulting Group and Bain—are masters of opacity. But Mr Christensen argues that light is being let in on the magic. Companies are getting better at measuring results and demanding value for money. They also have access to more business expertise than ever before: the big three have more than 50,000 living alumni.The big three have been masters at bundling lots of different services into a single, high-priced package. But clients no longer want to pay fat fees for a bit of strategic advice from a senior partner and a lot of humdrum work from neophytes. Mr Christensen says low-priced competitors are beginning to dismember the consultants' business. Eden McCallum cuts costs by deploying freelancers, most of whom once worked for the big three. BeyondCore replaces overpriced junior analysts with Big Data, crunching vast amounts of information to identify trends. McKinsey clearly faces a more difficult market than it is used to.But it has overcome serious challenges before—such as in the 1980s, when it lost the intellectual high ground to BCG and then Bain before regaining it. The firm is fixing some of the problems from the Gupta era. It has elected two successive managing directors, Ian Davis and Dominic Barton, who have worked hard to restore its professional ethos. Mr Barton urges companies to embrace long-term capitalism rather than quarterly capitalism and corporate responsibility rather than financial engineering: the very opposite of the Enron-era McKinsey's gospel.Old boys everywhereMcKinsey also has two huge assets: talent and knowledge. It retains an unrivalled ability to recruit hundreds of clever young people and turn them into an army ofproblem-solving worker ants. It also has an enviable network of alumni, many of whom are happy to hire their old employer: in 2011 more than 150 ex-McKinseyites were running companies with more than 1 billion in annual sales.The firm has also invested heavily in knowledge for decades: perhaps no other organisation has as much interesting data on global capitalism. Though lesser firms may be facing disruption, McKinsey dispenses a special sort of consultorial fairy-dust that is hard to replicate, and as much in demand as ever. The global ruling class is seized with a toxic combination of status-obsession and status-insecurity. Decision-makers also fear being swept away by one of Mr Christensen's disruptive forces. They seek constant reassurance and reaffirmation from prestigious institutions. McKinsey knows better than almost anyone how to exploit this peculiar mindset. That will guarantee the Firm a solid future, even if no one can prove that its advice actually does any good.BusinessCommercial aircraftBombardier lights a fuseCanada's new passenger jet threatens an old duopolySINCE the late 1990s airlines wanting to buy short-to-medium-haul narrowbody planes with 100-200 seats have had little choice but to pick either Boeing's 737 or Airbus's A320. As orders for such planes have boomed in recent years, aircraft-makers in China, Russia and Canada have been working on new contenders to break this American-European duopoly.On September 16th Canada's Bombardier got there first, launching the maiden flight of its CSeries plane. Bombardier is duelling the duopolists because the prospects for the planes it already makes—regional jets of under 100 seats and corporate jets—are not as juicy as those for mainstream commercial airliners.Global passenger traffic is set to grow by 5% a year for the next two decades, reckons Boeing, and airlines are seeking ones that seat 100-200 to fill much of the new demand. In regional jets Bombardier has enjoyed a near-duopoly of its own, with Embraer of Brazil. But Japanese, Russian and Chinese rivals are moving in to the market just as operators of regional jets are going for bigger planes.Corporate jets and their owners took a knock in the financial crisis, and their prospects still look weak. Although lots of new metro systems are being built worldwide, Bombardier's other main business, building trains does not look so strong. Abouttwo-thirds of the division's revenues come from Europe, where trains are largely bought with public purses drained by faltering economies.Bombardier is trying to slip in under the radar, not competing head-on with its rivals. The first two versions of the CSeries will have only 100-150 seats, whereas most 737s and A320s sold are 150-200 seaters. However, Bombardier hopes airlines will be attracted by its plane's low fuel consumption—20% less than its rivals',it claims—and 15% lower running costs.Much of that advantage comes from a new engine, the geared turbofan, made by Pratt & Whitney, an American firm. So far, though, airlines have held back and waited to see how the CSeries flies. Only 177 firm orders have been placed as yet.Some analysts wonder if starting out at the bottom end of the range was a good idea: Darryl Genovesi of UBS, a bank, reckons that there are 5,000 jets of 90-150 seats in operation and that only 2,000 are likely to be replaced over the next five to ten years, with another 1,000 on the borderline. Furthermore, Boeing and Airbus are not giving up without a dogfight.Both are working on completely new narrowbodies, to be launched in a decade or so, and in the mean time their existing models are being upgraded. The 737 MAX andA320neo, out in a couple of years, will get improved engines, narrowing the efficiency gap with the CSeries. Indeed, buyers of the A320neo will be able to choose the geared turbofan.And as Zafar Khan of Societe Generale, a bank, notes, the CSeries is a new airframe and a new engine, a double risk. No doubt Boeing and Airbus have been pointing this out to customers, as well as offering attractive prices to deter airlines from taking a punt on the CSeries. Both are bound to worry that Bombardier will add a larger model carrying up to 200 passengers. Such concerns would intensify if Bombardier makes progress on its partnership with COMAC, a Chinese state firm strongly backed by its home government, which is also building a narrowbody plane.The market for the current CSeries models may be only around 100 planes a year. That may not deliver a decent return on its 4 billion development costs. But it will keep Bombardier in the skies, circling for a more vigorous counter-attack on the duopoly.BusinessSelling art onlineEnter AmazonThe internet giant's fine-art venture is unlikely to sell many masterpieces WITH a mouse click you can add Norman Rockwell's Willie Gillis: Package from Home to your Amazon shopping cart. But you will need boldness and a bulging bank account to proceed to checkout: it costs 4.85m.The oil painting went on sale in August, when Amazon splashily announced that it would add fine art to earth's biggest selection of consumables. But it will not be easy to sell art alongside books and barbecues. Amazon's arty initiative is not revolutionary. Hundreds of dealers already sell art online, swarming into every niche and bristling with gimmicks.Sedition sells digital works, some by famous artists. Artsy figures out buyers' tastes from their browsing activity. Artnet, the self-proclaimed market leader, auctioned15m-worth of art last year and provides online exhibition space to 1,700 galleries. Christie's and Sotheby's, the best-known auction houses, have long accepted online bids as an extension of their traditional sales. So far, all this has made little impression.Online art sales were 870m in 2012, less than 2% of the 56 billion global art market, according to a report published by Hiscox, an insurer. Assuming that art will progress online at the same rate as luxury goods, the report predicts that sales will more than double to 2.1 billion by 2017. Even then, online's share will still be modest.Pure online art sales, in which anyone can buy and deals are struck on a website, happen mainly on the blurry boundaries between art, craft and mass production. Jonas Almgren, the boss of London-based Artfinder, sees his site as a painterly version of Etsy, a successful American portal for selling handmade wares. Both cater to a popular craving for one-of-a-kind goods. Artspace sells mainly limited-edition prints and photographs.The lower end of the art market will largely shift online, predicts Skate's, anart-market research firm. Higher up, things get more complicated. Artists yearn to exhibit in real galleries; collectors want to experience first-hand a work's scale and texture. In the secondary market the spectre of forgery makes them wary of dealing with virtual vendors.When the price of an artwork tops 5,000, you want a relationship with a client, says Steve Lazarides, a specialist in urban art who runs both physical galleries and an online shop. The priciest bargains are struck between dealers and coteries of collectors they know well. The terms are almost always secret.With living artists, relationships matter even more. Dealers are expected to nurture their careers, which means managing prices, too. It is an unwritten law that they must never fall, says Friederike Hauffe, who teaches a course in art marketing atBerlin's Free University. Some dealers discourage collectors from selling the work of an artist they represent; if one comes up for auction they might bid up prices. To fail to sell an item at auction is to burn it.That does not mean that online marketing plays no role at the top end. Swanky galleries have long e-mailed images to potential buyers. Many exhibit art online to attract global interest but conduct transactions in cosier settings.Nearly four-fifths of galleries insist on some direct contact with buyers, according to the Hiscox report. Most online sales above 100,000 happen via the electronic bidding channels of auction houses such as Christie's. But this may be changing. The prices collectors are willing to pay online are creeping up. Friendships with dealers are beginning to seem less vital.Christie's launched online-only sales in 2011 with an auction of Elizabeth Taylor memorabilia. Saatchi Online thrusts itself into the heart of the new-art nexus: it represents artists directly, bypassing galleries, and is happy to sell to all kinds of people, says its chief curator, Rebecca Wilson.Amazon is not in the business of managing artists' careers. You can buy a Jeff Koons print on the site for 33,750 but are unlikely to find his giant steel Tulips. Mr Almgren thinks Amazon will struggle to sell even more modest works. There is an enormous mismatch between Amazon's utilitarian website and the inspirational approach you need to sell art, he thinks. Perhaps that is why, as late as September 18th, Willie Gillis was still for sale.E commerceTencent's worthA Chinese internet firm finds a better way to make moneyIS TENCENT one of the world's greatest internet firms? There are grounds for scepticism. The Chinese gaming and social media firm started in the same way many local internet firms have: by copying Western success. QQ, its instant messaging service, was a clone of ICQ, an Israeli invention acquired by AOL of America. And unlike global internet giants such as Google and Twitter, Tencent still makes its money in its protected home market.Yet the Chinese firm's stockmarket valuation briefly crossed the $100 billion mark this week for the first time. Given that the valuation of Facebook, the world's leading social media firm, itself crossed that threshold only a few weeks ago, it is reasonable to wonder whether Tencent is worth so much. However, Tencent now has bigger revenues and profits than Facebook. In the first half of this year Tencent enjoyed revenues of $4.5 billion and gross profits of $2.5 billion, whereas Facebook saw revenues of $3.3 billion and gross profits of $935m.The Chinese firm's market value reflects the phenomenal rise in its share price. A study out this week from the Boston Consulting Group found that Tencent had the highest shareholder total return( share price appreciation plus dividends) of any large firm globally from 2008 to 2012 -topping Amazon and even Apple.Tencent has created a better business model than its Western peers. Many internet firms build a customer base by giving things away, be they search results or social networking tools. They then seek to monetise their users, usually turning to online advertising. Google is a glorious example. Other firms try to make e commerce work. But as the case of revenue rich but profit poor Amazon suggests, this can also be a hard slog.Tencent does give its services away: QQ is used by 800m people, and its WeChat social networking app( which initially resembled's America WhatsApp) has several hundred million users. What makes it different from Western rivals is the way it uses these to peddle online games and other revenue raising offerings.Once users are hooked on a popular game, Tencent then persuades them to pay for" value added services" such as fancy weapons, snazzy costumes for their avatars and online VIP rooms. Whereas its peers are still making most of their money from advertising, Fathom China, a research firm, reckons Tencent gets 80% of its revenues from suchkit( see chart).This year China has overtaken America to become the world's biggest e commerce market, in terms of sales. It is also now the biggest market for smartphones. This means it may soon have the world's dominant market in" m commerce", purchases on mobile devices.Tencent's main rivals in Chinese m commerce are Baidu, which dominates search on desktop computers( helped by the government's suppression of Google) and Alibaba, an e commerce giant now preparing for a huge share offering. All three have gone on acquisition sprees, in an attempt to lead the market. The big worry for investors is the cost of this arms race.Alibaba recently invested $300m in AutoNavi, an online mapping firm, and nearly $600m in Sina Weibo, China's equivalent of Twitter. Baidu has been even more ambitious, spending $1.85 billion to buy 91 Wireless, the country's biggest third party store for smartphone apps, and $370m for PPS, an online video firm.Tencent may have an edge over its two rivals in m commerce because of the wild popularity of WeChat, which is used on mobile phones. But to ensure it stays in the race, it is also spending heavily. On September 16th it said it will spend $448m to acquire a big stake in Sogou, an online search firm; it plans to merge its own flagging searchengine( aptly named Soso) into the venture. It had previously invested in Didi Dache, China's largest taxi hailing app, and is rumoured to be interested in online travel and dating firms too.The three Goliaths are buying up innovative firms because they are too big and bureaucratic to create things themselves, mutter some entrepreneurs( presumably not those being bought out handsomely). A more pressing worry for Tencent's shareholders is that its lavish spending, on top of heavy investment in improving its unimpressive e commerce offerings, will eat into profits. Worse, the m commerce arms race risks distracting it from gaming and value added services, the cash cows that are paying for everything else. A $100 billion valuation might then seem too rich.Business this weekVerizon issued $49 billion in bonds, smashing the record for a sale of corporate debt. The telecoms company will use the proceeds to fund its $130 billion purchase of Vodafone's stake in Verizon Wireless, their joint venture. Pension funds and insurance companies flocked to the sale, tempted by the higher yields Verizon offered compared with other, similar quality bonds.Apple brought out two new iPhones, the 5C and the 5S. The 5S is the top-of-the range iPhone, with fingerprint ID replacing the traditional numerical locking code. The 5C is being billed as a cheaper handset, though at $549 in America and $733 in China, a market that Apple is keen to crack, it is still more expensive than many Android alternatives. Apple's share price fell by 5%.Koch Industries, a conglomerate, forked out $7.2 billion to buy Molex, which is based in Illinois and makes a wide range of electrical components and connectors used in industrial and consumer products, including the iPhone.Carl Icahn conceded defeat in his attempt to block the $24.8 billion buy-out of Dell by the computer-maker's founder, Michael Dell, days before a shareholder vote on the issue. Mr Icahn, a legendary activist investor, had proposed an alternative plan to Mr Dell's buy-out, which he thinks is undervalued. Mr Dell raised his offer to win over sceptics, leading Mr Icahn to claim that "shareholders would have gotten a lot less if I hadn't shown up."Meanwhile, Southeastern Asset Management, Mr Icahn's ally in his fight with Dell, revealed that it had built a 12% voting stake in News Corporation, making it the publishing group's second-biggest investor after Rupert Murdoch. Its regulatory filing suggests the investment is "passive".The Committee on Foreign Investment in the United States, which assesses the risks to national security from foreign takeovers, gave its approval to the $4.7 billion offer for Smithfield Foods from China's Shuanghui. When approved by shareholders it will be the biggest acquisition of an American company by a Chinese one, and create a global beast in pork products. Some American politicians had raised concerns about Chinesefood-safety standards.An investigation into allegations of corruption in the office that handles compensation claims for the 2010 BP oil spill found no wrongdoing among its senior management, and concluded that the processing of "honest" claims should continue. But the report, written by Louis Freeh, a former director of the FBI, also described the co-operation between some staff in the office and lawyers for the victims of the spill as "problematic", and possibly causing a "conflict of interest".TSB returned to the British high street as a stand-alone bank, 18 years after being merged with Lloyds. Following its bail-out by the British government Lloyds was ordered by the European competition authority in 2009 to sell off assets in retail banking. TSB hasbeen rebranded and is handling the accounts of 5m customers moved over from Lloyds. Lloyds will float TSB on the stockmarket next year.An ongoing study of income distribution found that the richest 1% in America took 19% of national income last year, their biggest share since 1928. The top 10% of earners held a record 48.2%. During the recovery between 2009 and 2012 real family incomes rose by an average of 4.6%, though this was skewed by a 31.4% increase for the top 1%. For the other 99% incomes rose by just 0.4%.Three companies are to be chucked out of the Dow Jones Industrial Average and three companies are joining, in the biggest shake-up of the stockmarket index in a decade. Alcoa, Bank of America and Hewlett-Packard are leaving, to be replaced by Goldman Sachs, Nike and Visa. The DJIA is composed of just 30 stocks and isprice-weighted, so dearer shares count for more. The share prices of Alcoa, BofA and HP have tumbled over the past five years.Japan's economy grew at a much faster rate in the second quarter than had been thought, because of more corporate and public investment. A revised estimate put the pace of growth at 3.8% at an annual rate, up from the 2.6% initially reported.Suntory, a Japanese company that sells a range of alcoholic and soft drinks, agreed to buy the Lucozade energy-drink and Ribena fruit-juice brands from GlaxoSmithKline, a British drugs company, for £1.35 billion ($2.1 billion). Both beverages are popular in Britain and elsewhere, and were marketed from the 1920s to the 1980s as aids to boosting health (Ribena) or recovery from sickness (Lucozade).bond marketsA big number from VerizonCompanies are still taking advantage of low yields to raise debt.DEBT crisis? What debt crisis? The biggest corporate bond issue ever was completed this week. Verizon Communications, an American telecoms group, issued a whopping $49 billion of bonds in order to finance the buy out of Vodafone's stake in its wireless operations. That shattered the previous record, Apple's paltry $17 billion issue earlier this year.The scale of Verizon's offering may be unprecedented, but its foray into the bond markets is anything but. In the first eight months of this year $1.4 trillion of corporatebonds were issued worldwide, according to Dealogic, a data provider, compared with $1.3 trillion in the same period of 2012. Firms have been keen to lock in long term financing at low yields, particularly since borrowing costs started rising after the Federal Reserve hinted in May at slowing its asset purchases.Oil and gas companies have been particularly enthusiastic issuers, according to Marcus Hiseman of Morgan Stanley, especially in the" Yankee" market where foreign businesses sell bonds, priced in dollars, mainly to American investors. Previously many foreign firms would issue debt in euros and swap the proceeds into dollars, but regulatory restrictions on banks make that much more expensive these days. This year 72% of investment grade issuance has been in dollars, compared with 58% in 2009, according to Morgan Stanley.If companies fear that bond yields are set to rise( meaning that bond prices will fall), why are investors so keen to buy? There was plenty of demand to absorb the Verizon issue, for instance: orders reportedly reached $100 billion. One reason is that corporate bonds offer a spread( excess interest rate) over government bonds that is still attractive in historical terms. The average yield on ten year investment grade debt is 3.5%, compared with just 2.95% on Treasury bonds of the same maturity. The sheer size of the Verizon issue required it to be more generous towards investors, as did its BBB + rating from Standard & Poor's, towards the bottom end of the investment grade category. The firm offered a yield of over 5% on its ten year bonds, for example, more than two percentage points above the equivalent Treasury issue.Many central banks, which hold a large part of their reserves in dollars, remain enthusiastic buyers of corporate debt. In addition, many investors in corporate debt are specialist fund managers who aim to beat the benchmark specific to their asset class, points out Paul Young of Citigroup; they care more about whether they pick the right bonds, as they are able to hedge the underlying interest rate risk.The influx of money nonetheless causes some to worry. The corporate bond market is a lot less liquid than it used to be, thanks largely to the effect of regulations on the willingness of banks to hold large inventories of corporate debt. This could cause a problem should bond investors want to sell their holdings in a rush. For the moment, however, that does not seem likely. Corporate balance sheets look strong and the default rate over the past 12 months, even on speculative debt, was just 2.9%, according to Moody's, another ratings agency.Smartphones in ChinaTaking a bite out of AppleXiaomi, often described as China's answer to Apple, is actually quite differentIT FEELS more like a rock concert than a press conference as the casually dressed chief executive takes to a darkened stage to unveil his firm's sleek new smartphone to an adoring crowd. Yet this was not the launch of the new iPhone by Apple on September 10th, but of the Mi - 3 handset by Xiaomi, a Chinese firm, in Beijing on September 5th. With its emphasis on snazzy design, glitzy launches and the cult like fervour it inspires in its users, no wonder Xiaomi is often compared to its giant American rival, both by admirers and by critics who call it a copycat. Xiaomi's boss, Lei Jun( pictured), even wears jeans and a black shirt, Steve Jobs style. Is Xiaomi really China's answer to Apple?Xiaomi sold 7.2m handsets last year, in China, Hong Kong and Taiwan, earning revenues of 12.6 billion yuan( $2.1 billion). Apple sold 125m smartphones globally, earning about $80 billion of its $157 billion sales. But since it was founded in 2010, Xiaomi has grown fast. A recent funding round valued it at $10 billion, more than Microsoft just paid for Nokia's handset unit. That made Xiaomi one of the 15 most heavily venture backed mobile start ups ever, says Rajeev Chand of Rutberg, an investment bank. In the second quarter of 2013 Xiaomi's market share in China was 5%, says Canalys, a research firm -- more than Apple's( 4.8%) for the first time.Yet" we have never compared ourselves to Apple -- we are more like Amazon," says Lin Bin, Xiaomi's co founder, who once worked for the Chinese arms of Microsoft and Google. Apple sells its iPhone 5 for around $860 in China and has the industry's highest margins. Xiaomi offers its handsets at or near cost: the Mi - 3, its new flagship, costs 2,000 yuan( $330). Xiaomi sells direct to customers online, rather than via network operators or retail stores, which also keeps prices down. Crucially, its business depends on selling services to its users, just as Amazon provides its Kindle readers at low prices and makes its money on the sale of e books. The idea is to make a profit from customers as they use the handset, rather than from the sale of the hardware, says Mr Lin.Xiaomi's services revenues were 20m yuan in August, up from 10m yuan in April. It is a classic internet business model: build an audience then monetise it later, as Google and Facebook did, notes Mr Lin. Selling games, custom wallpapers and virtual gifts may not sound very lucrative, but China's internet giants have found a huge market for virtual goods: the biggest, Tencent, sold $ 5 billion worth of them last year.。
广告让人想要更多的理由英语作文
广告让人想要更多的理由英语作文Advertising has become an integral part of our daily lives in the modern world. It surrounds us wherever we go - on billboards, in magazines, on television, and even in our social media feeds. The omnipresence of advertising is undeniable, and its impact on our behavior and desires is significant. One of the primary reasons why advertising makes people want more is its ability to create a sense of inadequacy and the need for constant consumption.Firstly, advertising often presents an idealized and unrealistic version of reality. It portrays images of people who are physically attractive, successful, and seemingly living a perfect life. This creates a sense of inadequacy in the minds of the viewers, who may feel that they are not measuring up to these standards. Advertisers capitalize on this by suggesting that the products or services they are promoting can help individuals achieve this idealized lifestyle. Whether it's the latest fashion trend, the newest gadget, or a luxurious vacation, advertising convinces us that we need these things to be truly happy and fulfilled.Moreover, advertising often appeals to our emotions rather than our rational thinking. It uses powerful imagery, music, and storytelling to evoke feelings of desire, envy, and aspiration. Advertisements may depict people enjoying a product or service, which triggers a psychological response in the viewer, making them want to experience that same level of satisfaction. This emotional manipulation is a highly effective strategy employed by advertisers to influence consumer behavior.Additionally, advertising creates a sense of scarcity and exclusivity. By presenting products or services as limited-time offers or exclusive to a certain group, advertisers instill a fear of missing out in the minds of the audience. This fear can drive individuals to make impulsive purchases, as they feel the need to acquire the product before it's gone or becomes unavailable. This strategy taps into our innate human desire for belonging and social status, as we may feel that by owning the advertised item, we will be part of a privileged group or perceived as more successful.Furthermore, the constant exposure to advertising can lead to a phenomenon known as "hedonic adaptation." This refers to the tendency of individuals to quickly adapt to new possessions or experiences, and then quickly return to their previous levels of satisfaction. Advertisers capitalize on this by constantly introducing new products and services, creating a never-ending cycle of desireand consumption. As soon as we acquire a new item, the excitement and satisfaction it brings quickly fades, leaving us wanting more.Another factor that contributes to the desire for more is the way advertising manipulates our perception of need. Advertisers often create a sense of necessity around their products, convincing us that we cannot live without them. This could be anything from the latest smartphone model to a specific brand of shampoo. By associating these products with basic human needs or societal norms, advertisers make us feel that we are somehow deficient or incomplete without them.Moreover, the rise of social media has further amplified the impact of advertising on our desires. Social media platforms are inundated with sponsored content, influencer marketing, and targeted advertisements, which constantly expose us to new products and experiences. This creates a sense of comparison and competition, as we may feel the need to keep up with the latest trends and possessions of our peers. The desire to emulate the perceived success and fulfillment of others can drive individuals to constantly seek out new purchases and experiences.Finally, the convenience and accessibility of online shopping have also contributed to the increasing desire for more. With a few clicks or taps, we can easily acquire products and services from the comfortof our homes. This immediate gratification can foster a sense of impulsivity and a lack of consideration for the long-term consequences of our purchases. The ease of online shopping, combined with the constant barrage of advertising, can lead to a cycle of overconsumption and a perpetual desire for more.In conclusion, the reasons why advertising makes people want more are multifaceted and deeply rooted in human psychology. From the creation of a sense of inadequacy to the manipulation of emotions and the exploitation of our innate desires, advertising has become a powerful force that shapes our consumer behavior and our overall sense of fulfillment. As individuals, it is important to be aware of these mechanisms and to develop a critical understanding of the role of advertising in our lives. By cultivating a more mindful and discerning approach to consumption, we can resist the constant temptation to acquire more and focus on what truly matters to our well-being and happiness.。
电子科技大学研究生历年学位英语考试试题及答案汇编(9)分析解析
2002年6月研究生英语学位课统考真题：Part II. Vocabulary ( 10 minutes, 10 points ) Section A (0.5 point each)16. Many women prefer to use cosmetics to enhance their beauty and make them look younger.A revealB underlineC improveD integrate17. What players and coaches fear most is the partiality on the part of referees in a game.A justiceB biasC participationD regionalism18. The sale has been on for a long time because the price is reckoned to be too high.A consideredB stipulatedC raisedD stimulated19. Smugglers try every means to lay hands on unearthed relics for their personal gains.A set foot onB lost their heart toC set their mind onD get hold of20. There must have been round about a thousand people participating in the forum.A approximatelyB exactlyC less thanD more than21. These old and shabby houses will be demolished for the construction of residential buildings.A pulled outB pulled inC pulled downD pulled up22. Readers are required to comply with the rules of the library and mind their manners.A observeB memorizeC commentD request23. Artificial intelligence deals partly with the analogy between the computer and the human brain.A likenessB relationC contradictionD difference24. It is often the case that some superficially unrelated events turn out to be linked in some aspects.A practicallyB wonderfullyC beneficiallyD seemingly25. The alleged all-power master of chi kong was arrested on a charge of fraud.A so-calledB well-knownC esteemedD undoubted26. It is hoped that pork can be made leaner by introducing a cow gene into the pig’s genetic ____A reservoirB warehouseC poolD storehouse27. The chairman said that he was prepared to ____the younger people in the decision making.A put up withB make way forC shed light onD take charge of28. Tom is angry at Linda because she ____ him ____ all the time.A sets..upB puts…downC runs…outD drops…in29. The ability to focus attention on important things is a _____characteristic of intelligence.A definingB decliningC defeatingD deceiving30. Our picnic having been ____ by the thunderstorm, we had to wait in the pavilion until it cleared up.A destroyedB underminedC spoiltD contaminated31. I was disappointed to see that those people I had sort of ____ were pretty ordinary.A despisedB resentedC worshippedD ridiculed.32. One of the main purposes of using slang is to consolidate one’s ____ with a group.A specificationB unificationC notificationD identification33. The ____ from underdeveloped countries may well increase in response to the soaring demand for high-tech professionals in developed nations.A brain damageB brain trustC brain feverD brain drain34. This matter settled, we decided to ___ to the next item on the agenda.A succeedB exceedC proceedD precede35. Listening is as important as talking. If you are a good listener, people often ___you for being a good conversationalist.A complementB complimentC compelD complainPart III. Cloze Test (10 minutes, 15 points, 1 point each)Most American magazines and newspapers reserve 60 percent of their pages for ads. The New York Times Sunday edition 36 may contain 350 pages of advertisements. Some radio stationsdevote 40 minutes of every hour to 37 .Then there is television. According to one estimate, American youngsters sit 38 three hours of television commercials each week. By the time they graduate from high school, they will have been 39 360,000 TV ads. Televisions advertise in airport, hospital waiting rooms, and schools.Major sporting 40 are now major advertising events. Racing cars serve as high-speed 41 . some athletes receive most of their money from advertisers. One 42 basketball player earned $ 3.9 million by playing ball. Advertisers paid him nine times that much to 43 their products. There is no escape. Commercial ads are displayed on walls, buses and trucks. They decorate the inside of taxis and subways ----even the doors of public toilets. 44 messages call to us in supermarkets, stores, elevators -----and 45 we are on hold on the telephone. In some countries so much advertising comes through the mail that many recipients proceed directly from the mailbox to the nearest wastebasket to 46 the junk mail. 47 Insider’s Report, published by McCann-Erickson, a global advertising agency, the estimated 48 of money spent on advertising worldwide in 1990 was $ 275.5 billion. Since then, the figures have 49 to $ 411.6 billion for 1997 and a projected $ 434.4 billion for 1998. Big money.What is the effect of all of this ? One analyst 50 it this way: “Advertising is one of the most powerful socializing forces in the culture. Ads sell more than products. They sell images, values, goals , concepts of who we are and who we should be. They shape our attitudes and our attitudes shape our behaviour.36. A lonely B alone C singly D individually37. A commerce B consumers C commercials D commodities38. A through B up C in D about39. A taken to B spent in C expected of D exposed to40. A incidents B affairs C events D programs41. A flashes B billboards C attractions D messages .42. A top-heavy B top-talented C top-secret D top-ranking43. A improve B promote C urge D update44. A Audio B Studio C Oral D Video45. A since B while C even D if46. A toss out B lay down C blow out D break down47. A It is said that B Apart from C According to D Including in48. A digit B amount C account D budget49. A raised B elevated C roared D soared50. A said B recorded C told D putPassage One For decades, arms-control talks centered on nuclear weapons. This is hardly surprising, since a single nuclear bomb can destroy an entire city. Yet, unlike smaller arms, these immensely powerful weapons have not been used in war in over 50 years.Historian John Keegan writes, “Nuclear weapons have, since August 9, 1945, killed no one. The 50,000,000 who have died in war since that date have for the most part, been killed by cheap, mass-produced weapons and small ammunitions, costing little more than the transistor radios which have flooded the world in the same period. Because small weapons have disrupted life very little in the advanced world, outside the restricted localities where drug-dealing and political terrorism flourish, the populations of the rich states have been slow to recognize the horror that this pollution has brought in its train.”Why have small arms become the weapons of choice in recent wars? Part of the reason lies in the relationship between conflict and poverty. Most of the wars fought during the 1990s took place in countries that are poor----too poor to buy sophisticated weapon systems. Small arms and light weapons are a bargain.For example, 50 million dollars, which is approximately the cost of a singlemodern jet fighter, can equip an army with 200,000 assault rifles.Another reason why small weapons are so popular is that they are lethal. A single rapid-fire assault rifle can fire hundreds of rounds a minute. They are also easy to use and maintain. A child of ten can be taught to strip and reassemble a typical assault rifle. A child can also quickly learn to aim and fire that rifle into a crowd of people.The global traffic in guns is complex. The illegal trade of small arms is big. In some African wars, paramilitary groups have bought billions o f dollars’ worth of small arms and light weapons, not with money, but with diamonds seized from diamond-mining areas.Weapons are also linked to the illegal trade in drugs. It is not unusual for criminal organizations to use the same routes to smuggle drugs in one direction and to smuggle guns in the other.51. It is implied in the passage that __________A small arms-control is more important than nuclear arms-control.B the nuclear arms-control talks can never reach an agreement.C the power of nuclear weapons to kill people has been diminished.D nuclear weapons were the topic of arms-control talks 50 years ago.52. The advanced world neglect the problems of small arms because ____A They have to deal with drug-dealing and political terrorism.B They have no such problems as are caused by small weapons.C They have not recognized the seriousness of the problems in time.D They face other more important problems such as pollution.53. Which of the following is NOT mentioned as the reason for the prevalence of small arms?A Small arms are cheap.B Small arms are powerful .C Small arms are easier to use.D Small arms are easier to get54. We can conclude from the passage that ____A small arms are not expensive in the black-market.B it is unfair to exchange small arms for diamond.C Criminals use the same passage to smuggle drugs and small arms.D where there are drugs, there are small arms.55. The best title for this passage is ____A Small Arms Talks, Not Nuclear Arms Talks.B Neglect of Small Arms ControlC Global Traffic in Small ArmsD Small Arms, Big Problems.Passage Two In order to combat sickness, many doctors rely heavily on prescribing medicines that are developed and aggressively advertised by pharmaceutical companies. Significantly, the world market for such drugs has skyrocketed in recent decades, from just a few billion dollars a year to hundreds of billions of dollars annually. What had been a consequence?Medically prescribed drugs have helped many people. Yet, the health of some who take drugs has either remained unchanged or become worse. So, recently some have turned to using other methods of medical treatment.In places where modern, conventional medicine has been the standard of care, many are now turning to what have been called alternative, or complementary, therapies. “The Berlin Wall that has long divided alternative therapies from mainstream medicine appears to be crumbling,” said Consumer Reports of May 2000.The Journal of the American Medical Association(JAMA) observed, “Alternative medical therapies such as the use of herbs, functionally defined as interventions neither taught widely in medical schools nor generally available in U. S. hospitals, have attracted increased national at tention from the media, the medical community, governmental agencies, and the public.”In the past, conventional medical practitioners have been skeptical about alternative medical practices, but 75 medical schools in the United States currently offer elective course work on alternative medicine, including Harvard, Stanford, University of Arizona, and Yale.JAMA noted, “ Now an estimated 3 in 5 individual seeing a medical doctor for a principal condition also used an alternative therapy.And outside the United States, alternative medicine is popular throughout the industrialized world.”The trend toward integrating alternative therapies with conventional ones has long been a general practice in many countries. As JAMA concluded, “There are no longer t wo types of medicine, conventional and complementary. There is only good medicine and bad medicine.”56. This passage suggests that pharmaceutical companies ____A pay doctors for prescribing their drugs.B have raised the prices of their products sharply in recent years.C spend more money on their advertisements than on their products.D have produced some ineffective drugs.57. The sentence “The Berlin Wall …. Appears to be crumbling” in the third paragraph implies that _____A the restrictions on the practice of alternative therapies will be abolished.B there are still strict restrictions on the practice of alternative drugs.C conventional medicine and alternative therapies are incomparable.D conventional medicine and alternative therapies are completely different remedies.58. According to the passage, alternative therapies _____A are widely taught in the U.S. medical schools now.B have been approved by U. S. government.C have been used by many American patients.D are as popular as conventional medicine.59. JAMA seems to suggest that ____________A U. S. government should meet the increasing demands for alternative therapies.B a medicine is good after it proves to be beneficial to the patients.C pharmaceutical companies should cover the cost of alternative therapies.D conventional medicine and alternative medicine should join hands.60. It is implied in the passage that ._____________A we should take as little western medicine as possible.B the prices of the prescribed medicine should be reduced.C herbal medicine will be accepted by more Americans.D without the help of alternative medicine, good health can not be guaranteed.Passage Three Our Milky Way galaxy could contain up to 1 billion Earth-like planets capable of supporting life, scientists announced last week.The theoretical abundance of habitable worlds among the estimated 200 billion stars of our home galaxy suggests that more powerful telescopes might glimpse the faint signature of far-off planet, proving that, in size and temperature at least, we are not alone in the universe.Solar systems such as Earth’s, in which planets orbit a star, have been discovered. Astronomers have identified almost 100 planets in orbit around other suns. All are enormous, and of the same gaseous make-up as Jupiter.Barrie Jones of the Open University in UK and his colleague Nick Sleep have worked out how to predict which of the newly discovered solar systems is likely to harbor Earth-like planets.Using a computer, they have created mathematical models of planetary systems and seeded them with hypothetical Earths in “Goldilocks zone” orbits, where it is neither too hot too cold to support life.The computer simulates which of these model Earths is likely to be kicked out of its temperature orbit by gravitational effects of the monster planets, and which is likely to survive.The solar system most like ours discovered so far is 51 light years away, at the star 47 Ursae Majoris, near the group of stars known as the Great Bear.Astronomers have discovered two planets orbiting 47 Ursae Majoris----One is two and half times the size of Jupiter, the other slightly smaller. Both planets are relatively close to the Goldilocks zone, which is further out than ours because 47 Ursae Majoris is older, hotter and brighter than the sun. “It’s certainly a system worth exploring for an Earth-like planet and for life,” said Jones. The requirement for a life-supporting zone in any solar system is that water should be able to exist in a liquid state.NASA and its European counterpart, ESA, plan to launch instruments in the next 10 years which could produce pictures of Earth-sized planets.61. It is suggested in this passage that _______________A scientists have found evidence to prove there are many Earth-like planets in our galaxy.B Theoretically there are a great number of Earth-like planets capable of supporting life.C our Earth is the only planet in our galaxy that can support life.D with more powerful telescope, scientists will be able to find more galaxies in the universe62. The “Godilocks zone” mentioned in the 5th paragraph most probably means _________A a certain fixed distance between a planet and sun.B a range in the universe in which th e planets’ temperature is suitable for life.C a range in the universe in which the planets can receive enough sunlight.D a mathematical model to measure the size of the planetary system.63. Barrie Jones and Nick Sleep have found ____________A 100 planets orbiting around other stars like our sun.B many planets’ atmosphere has the same composition as Jupiter.C the ways to tell which solar system may have Earth-like planets.D a mathematical model to measure the distance of newly found solar-systems.64. So far, the solar system most like ours that has been discovered is _______A in the group of stars known as Great Bear.B 2.5 times as big as Jupiter.C smaller than our system.D impossible for us to reach at present time.65. The most important requirement to have a life-supporting zone in any solar system is that it must have _____A enough water and proper temperature.B enough oxygen and hydrogen.C enough air and sunlight.D enough water in any state.Passage Four Having abandoned his call for higher gasoline prices, Vie President Al Gore has another idea to get people out of their cars: Spend billions on mass transit ----$ 25 billion to be exact. Last week, Gore unveiled his “Keep America Moving” initiative, which will spend $25 billion on upgrading and improving mass-transit systems nationwide. According to Gore’s self-proclaimed “new way of thinking”, all that’s necessary to reduce traffic congestion is to “give people a choice.”The federal government has been tryin g to “give people a choice” for decades to little effect. Portions of the federal gasoline tax have already been used to support urban bus and rail systems. Despite years of subsidies, few urban-transit systems run in the black. They don’t do much to reduce congestion either. No matter how much the tax-payers paid for the planned transit systems.Americans prefer the autonomy offered by their automobiles.The vice president praised the Portland light-rail system as an example of how good mass transit can be. Yet Portland’s experience is more cautionary tale than exemplary model. Research by the Cascade Policy Institute demonstrates that Portland’s Metro has been a multi-million-dollar mistake. According to Metro’s own figures, the light-rail system is doing little to reduce congestion, as most of its riders used to ride the bus. Those riders that do come off the roads, come at an incredible price: $ 62 per round trip. Road improvements and expansion would do far more to reduce congestion at a fraction of t he cost, but they wouldn’t attract the same volume of federal funds.66. According to the author, the mass-transit systems____A are characterized by low consumption of gasoline.B have contributed little to the improvement of the traffic.C aim at monitoring the public traffic.D are financially profitable.67. What does the author say about the federal government?A It has recently begun to address the problem of traffic congestion.B It fails to provide enough funds to help reduce traffic congestion.C Its attempt to reduce traffic congestion is successful but costly.D It has not done much to reduce congestion by improving roads.68. What is said about Americans’ attitude toward the transit systems?A They are reluctant to pay taxes to support the transit systems.B They think driving their own cars is more convenient.C They prefer the policies of improving and expanding roads.D They think there should be more choices in transportation.69 In the third paragraph, the underlined expression “cautionary tale” most probably means ____A an incredible storyB an untrue storyC a story giving a warningD a story teaching a moral lesson70. Which of the following statements would the author probably agree to ?A In spite of federal funds, most urban-transit systems have financial problems.B The American public should become more aware of the need to reduce traffic congestion.C The attempt to expand roads would be as costly as the one to build a light-rail system.D The federal gasoline tax should be raised to support urban-transit system.Passage Five In all of the industrial countries and many less developed countries, a debate along the lines of government vs. business prevails. This struggle has gone on for so long and is so pervasive, that many who participate in it have come to think of these two social institutions as natural and permanent enemies, each striving to oppose the other.Viewing the struggle in that format diminishes the chance of attaining more harmonious relations between government and business. Moreover, if these two are seen as natural and deadly enemies, then business has no long-range future. It is self-evident that government, as the only social instrument that can legally enforce its will by physical control, must win any struggle that is reduced to naked power.A more realistic, and most constructive, approach to the conflict between business and government starts by noticing the many ways in which they are dependent on each other. Business cannot exist without social order. Business can and does generate its own order, its own regularities of procedure and behaviour; but at bottom these rest upon more fundamental patterns of order which can be maintained and evolved by the political state.The dependence of government on business is less absolute. Governments can absorb direct responsibility for organizing economic functions. In many cases, ancient and modern, government-run economic activities seem to have operated at a level of efficiency not markedlyinferior to comparable work organized by business. If society’s sole purpose is to achieve a bare survival for its members, there can be no substantial objection to governmental absorption of economic arrangements.71. Many people think go vernment and business are “enemies” because ____A the struggle between the two parties has always existed.B they based their belief on the experience of the industrial countries.C they believe that government can do better than business in economic activities.D the struggle between the two parties is so fierce that neither will survive in the end.72. The third paragraph mainly discusses___________A how government and business depend on each other.B why social order is important to business activities.C Why it is necessary for business to rely on government.D how business can develop and maintain order.73. What does the passage say about economic activities organized by government?A They mostly aim at helping people to survive.B They can be conducted as well as those by business.C They are the ones that business can’t do well.D They are comparatively modern phenomena.74. We can conclude from the passage that ____A it is difficult for government and business to have good relations.B it is difficult to study the relations between government and business.C government should dominate economic activities.D government and business should not oppose each other .Passage Six Standing up for what you believe in can be tough. Sometimes it’s got to be done, but the price can be high.Biochemist Jeffrey Wigand found this out the hard way when he took on his former employer, tobacco giant Brown & Williamson, over its claim that cigarettes were not addictive.So too did climate modeler Ben Santer when he put his name to a UN report which argued that it is people who are warming the planet. Both men found themselves under sustained attacks, Wigand from Brown & Williamson, Santer from the combined might of the oil and car industries.The two men got into their dreadful predicaments by totally different routes. But they had one thing in common---they fought powerful vested interests （既得利益者）with scientific data that those interests wished would go away.Commercial companies are not, of course, the only vested interests in town. Governments have a habit of backing the idea of whoever pays the most tax. Academia also has its version: scientific theories often come with fragile egos and reputations still attached, and supporters of those theories can be overly resistant to new ideas.For example, Alfred Wegener’s idea that the continents drift across the surface of the planet was laughed at when he proposed it in 1915. this idea was only accepted finally in the 1960s, when plate tectonics came of age. More recently, in 1982, Stanley Prusiner was labeled crazy for his controversial suggestion that infectious diseases such as BSE（疯牛病）were caused by a protein that self-replicated. A decade later, the notion had gained ground. Finally , in 1997, he received a Nobel Prize for his idea.Western science has always thrived on individualism---- one person’s ambition to topple a theory. So independence of thought is crucial.But this applies not only for scientists, but also their institutions.With governments and commercial sponsors increasingly pulling the strings of university research---- perhaps it’s time to spend some lottery money, say, on truly independent research.Overcoming scientists’ inertia will be much more dif ficult.Yet we can’t afford to be slow to hear new ideas and adapt to them. Back in the 1950s, if governments had taken seriously the findings of epidemiologist Richard Doll about the link between smoking and lung cancer, millions of people would have been spared disability and premature death.75. One of the ideas that are highlighted in the passage is that __________A individuals have greater chance of success in scientific research than collectives.B personality plays a crucial role in the advance of science.C originality of thinking is the key to the advance of science.D the intelligence of scientists is of vital importance to scientific achievements.76. Jeffrey Wigand’s idea about the nature of cigarette__________A was similar to that of the tobacco company.B sounded ridiculous to the general public .C was reached purely out of personal interestsD should be regarded as scientifically true.77. Jeffrey Wigand was attacked by the tobacco giant because _____A his idea could lead to a financial loss for the company.B he had been eager to defeat his company.C his idea was scientifically invalid.D he had long been an enemy of the company.78. The underlined phrase “place tectonics” in the 5th paragraph probably refers to ____A the study of the structure of the earthB scientific study of the climate of the earth.C the theory that the earth’s surface consists of plates in constant motion.D the theory that the earth’s surface was originally a plate-shaped heavenly body.79. One of the conclusions that we can reach from this passage is that ____A governmental interests always seem to clash with those of the private companies.B scientific findings are often obtained at the sacrifice of personal interests.C scientific truths are often rejected before they are widely accepted.D scientists are sometimes doubtful about their beliefs.80. The author seems to be suggesting that _______A the vested interests are sometimes on obstacle to the progress of science.B governments are the one to blame for the deterioration of the environment.C a timely response to people’s demand is appreciated by the academia.D the interference by the government resulted in the tragedy of the 1950s.Part V Translation (40 minutes, 20 points )The nations meeting here in Shanghai understand what is at stake. If we don’t stand against terrorism now, every civilized nation will at some point be its target. We will defeat the terrorists by destroying their network, wherever it is found. We will also defeat the terrorists by building an enduring prosperity that promises more opportunity and better lives for all the world’s people.The countries of the Pacific Rim made the decision to open themselves up to the world, and the result is one of the great development success stories of our time. The peoples of this region are more prosperous, healthier, and better educated than they were only two decades ago. And this progress has proved what openness can accomplish.Section B ( 20 minutes, 10 points )也许你觉得自己那些静卧于抽屉中的家书措辞不够优美，气息也不够现代，其实这正是我们所需要的，/毕竟时代的烙印和真挚的情怀是挥之不去，那亘古不变的魔力足以超出我们的想象。
对待广告应采取什么态度的英文作文
对待广告应采取什么态度的英文作文全文共3篇示例，供读者参考篇1When it comes to advertisements, people often have mixed feelings. Some view them as annoying interruptions, while others see them as informative and entertaining. However, no matter what your opinion is, it is important to adopt the right attitude towards ads.First and foremost, it is essential to recognize the purpose of advertisements. Companies use ads to promote their products or services and attract potential customers. In a way, advertisements provide valuable information about new products and trends in the market. Therefore, instead of dismissing ads as a nuisance, try to appreciate the effort that goes into creating them and the benefits they can bring.Moreover, it is crucial to be critical of advertisements. Not all ads are honest and reliable. Some may exaggerate the benefits of a product or mislead consumers with false claims. It is important to approach ads with a discerning eye and not take everything at face value. Do your own research and consider thecredibility of the source before making a purchasing decision based on an ad.At the same time, it is important to remember that advertisements are a form of persuasion. They are designed to appeal to our emotions and influence our behavior. It is essential to be aware of these tactics and not let yourself be easily swayed by flashy ads or celebrity endorsements. Take the time to evaluate the product or service based on its merits rather than its marketing campaign.In addition, it is important to respect the boundaries of advertisements. While it is acceptable for companies to promote their products, it is not okay for ads to invade our personal space or disrupt our daily lives. Be mindful of the impact of ads on your mental and emotional well-being, and take steps to limit your exposure to intrusive or irrelevant ads.Overall, the key to dealing with advertisements is to strike a balance between appreciation and skepticism. Acknowledge the role that ads play in our consumer culture, but also approach them with a critical mindset and a healthy dose of skepticism. By adopting the right attitude towards ads, you can make more informed choices as a consumer and protect yourself from beingmisled or manipulated. Remember, not all that glitters is gold, and not all ads are as good as they claim to be.篇2Advertising is everywhere in today's society, from television commercials to online pop-up ads to billboards on the highway. It is a pervasive and often unavoidable aspect of modern life. While some people may view advertising as intrusive or annoying, others see it as a necessary part of the economy and a valuable source of information.When it comes to how we should approach advertising, there are a few key attitudes that we can adopt. Firstly, it is important to be critical of the messages that advertisements convey. Many ads are designed to manipulate our emotions and persuade us to buy a product or service, often using deceptive or misleading tactics. By being aware of these techniques and questioning the information presented in ads, we can avoid being taken advantage of by advertisers.At the same time, it is also important to recognize the positive aspects of advertising. For one, ads can be a valuable source of information about products and services that we may be interested in. They can help us make informed decisionsabout what to buy and where to buy it. Additionally, advertising plays a crucial role in the economy, driving consumer spending and promoting competition among businesses.Another attitude that we can take towards advertising is to be mindful of the impact it has on our mental health andwell-being. The constant bombardment of ads can be overwhelming and contribute to feelings of inadequacy or dissatisfaction with our lives. It is important to set boundaries with advertising and limit our exposure to it when possible.Overall, the best approach to advertising is to strike a balance between skepticism and appreciation. By being critical of the messages that ads convey, while also recognizing the value they provide, we can navigate the world of advertising with a healthy and informed mindset.篇3The Attitude towards AdvertisementAdvertisement, as a ubiquitous presence in our daily lives, plays a crucial role in shaping our consumption behavior and influencing our perceptions. However, the effectiveness and ethics of advertising have sparked debates among the public. Some argue that advertisement is manipulative and misleading,while others believe it is a necessary tool for businesses to promote their products and services. In my opinion, the key to dealing with advertisements is to adopt a critical and discerning attitude.First and foremost, it is essential to recognize that advertisements are designed to persuade and convince consumers to purchase certain products or services. Marketing techniques such as emotional appeals, celebrity endorsements, and exaggerated claims are commonly used to capture the attention of the audience and create a desire for the advertised products. As consumers, we need to be aware of these tactics and approach advertisements with a critical eye. Instead of taking the claims at face value, we should evaluate the information presented in the ads and consider whether the products or services truly meet our needs and expectations.Moreover, it is important to be mindful of the potential negative effects of advertisements on our well-being. The constant exposure to ads promoting unrealistic beauty standards, unhealthy food choices, and materialistic values can lead to feelings of inadequacy, dissatisfaction, and impulsivity. By being aware of the persuasive nature of advertisements, we can protect ourselves from falling into the trap of compulsive buyingand damaging our self-esteem. It is crucial to remind ourselves that we are not defined by the products we own or the brands we consume.Furthermore, as consumers, we have the power to demand transparency and accountability from advertisers. In today's digital age, where information spreads rapidly through social media and online platforms, companies are under increasing pressure to be honest and ethical in their marketing practices. If we come across misleading or deceptive advertisements, we can report them to the relevant authorities or share our concerns with other consumers. By holding advertisers accountable for their actions, we can contribute to creating a more ethical and responsible advertising industry.In conclusion, the key to dealing with advertisements is to maintain a critical and discerning attitude. By being aware of the persuasive techniques used in advertising, being mindful of the potential negative effects of ads on our well-being, and demanding transparency and accountability from advertisers, we can navigate the complex world of advertising more effectively. Ultimately, it is up to us as consumers to make informed choices and ensure that advertising serves its intended purpose of informing and persuading, rather than manipulating anddeceiving. By approaching advertisements with a critical mind, we can protect ourselves from falling prey to the influence of marketing and make decisions that align with our values and beliefs.。
日更《经济学人》第277
Self-improvementNet benefitsWith millions stuck at home, the online wellness industry is booming“Up off your chairs and just start lifting those feet,” chirps高兴地大声说a woman sporting green leggings as she marches energetically. Diana Moran, a fitness expert known as the Green Goddess, was a staple主食of 1980s British breakfast television. Now in her 80s, she is making a comeback东山再起. In a new morning slot she is encouraging older people, many of whom are in isolation to avoid infection, to stay active. As lockdowns force the world to stay at home indefinitely, many are turning to their screens to stay sane明智的.Meditation冥想apps, digital fitness classes and online cookery courses are booming. Zoom, a videoconferencing service now worth around $40bn through which many such classes are broadcast, has become one of the most important “social wellness” companies, reckons Beth McGroarty of the Global Wellness Institute, a research group. Those stuck inside are desperate for company.On YouTube average daily views of videos including “with me” in the title—convivial baking, studying and decluttering清理are all available—have increased by 600% since March 15th compared with the rest of the year. Last week DJ D-Nice, an American disc jockey, drew over 100,000 virtual partygoers聚会的客人to his “Club Quarantine” on Instagram Live.The stuck-at-home are also keen to improve themselves. Downloads of the top five recipe apps doubled in Chin a during February’s lockdown. In Britain John Lewis, an upmarket高档的department store, has reported a five-fold increase in sales of its Marcato pasta machine compared with typical sales for this time of year. Kettlebells and yoga mats are selling like toilet paper. Joe Wicks, a trainer who posts workout videos online, saw subscriptions to his channel more than double after he launched live physical-education lessons for kids no longer able to burn off their energy at school. During the first week of classes 15m viewers joined in.The popularity of live group activities challenges the idea that you have to be physically present to be together. People who work out in groups are more committed and get more health benefits than those doing so alone. It is also showing just how much can be “experienced” from the comfort of the c ouch, raising the bar for experiences such as concerts and classes in the post-covid world.Even before the pandemic, fitness fans wondered whether paid-for online platforms such as Peloton, a home exercise-bike company, could replace gyms. That debate will pump up further if gyms go bust生意失败because of the shutdowns.It seems more likely that the strange but temporary state of lockdown will boost sectors that were already growing. Mental-health apps were flourishing before covid-19. Downloads of the five m ost popular “mindfulness” apps grew by 85% in 2018. In the last week of March Headspace, a meditation app, saw a 19-fold jump in users completing a calming exercise and a 14-fold surge in those doing a “reframing anxiety” session.参考译文“Up off your chairs and just start lifting those feet,” chirps a woman sporting green leggings as she marches energetically. Diana Moran, a fitness expert known as the Green Goddess, was a staple of 1980s British breakfast television. Now in her 80s, she is making a comeback. In a new morning slot she is encouraging older people, many of whom are in isolation to avoid infection, to stay active. As lockdowns force the world to stay at home indefinitely, many are turning to their screens to stay sane.“举起椅子，开始抬起那只脚，”一名穿着绿色紧身裤的妇女大声疾呼，一边喊着。
考研英语阅读理解外刊原文经济学人
One afternoon in April 2020, I took an old bamboo rod out of my shed and cut it to a length of 115cm. Stood on the ground, it came about halfway up my chest. I laid it on a scrubby patch of our garden on the island of Aegina, in Greece: one end next to a tough-looking dandelion, the other pointed northwards. Then I dug up the dandelion with a trowel and replanted it at the other end of the stick. A small step for humans, but quite the leap for the dandelion.2020年4月的一个下午，我从棚子里拿出一根旧竹竿，把它切成了115厘米的长度。
立在地上，它的长度大概是到我胸部高度的一半。
我把它搁在花园中的一小片灌木丛生的土地上，花园位于希腊的埃吉纳岛（Aegina）上。
竹竿的一端挨着一株看上去很强韧的蒲公英，另一端朝着北方。
随后我用泥铲把蒲公英挖了出来，再把它重新种进竹竿另一端的土里。
对人类来说，这是一小步的距离，但对蒲公英而言却是一次不小的跃进。
This 115cm corresponds to a particular measurement. It is the present average velocity of climate change — how fast the effects of global heating are moving across the surface of the planet — and thus represents the speed we need to move in order for the conditions around us to stay the same. It also implies a direction: the bubble habitats where different forms of life can survive and thrive are moving uphill, and towards the poles.这115厘米所对应的是一个特定的尺寸。
Advertising_on_the_Internet.pdf
Advertising on the Internet by Margrethe Dal ThomsenDissertation submitted to The University of Westminister For the Masters Degree in Marketing, September 1996- Preface -Many companies believe they know how the Internet works after reading an Internet book. This is not possible. The Internet requires learning by doing. The best advice is, get on-line and get a feeling of what is happening on the Internet. That is the first step to becoming a successful advertiser on the Internet.This dissertation is written for advertisers, advertising executives and marketers with the aim of helping them to understand the Internet’s potential as an advertising medium. After experimenting the Internet and reading this dissertation the reader should have a general knowledge of interactive advertising strategies and be able to make effective persuasive and profitable Internet advertising.- Acknowledgement -I would like to thank the following people who were instrumental to the success of this dissertation.∙My supervisor, Peter Croissant for his time, contribution to and help with the dissertation.∙My previous boss from Lintas Werbeagentur GmbH in Hamburg, Sven Kuhlbrodt, now Marketing Director Continental Europe for Fidelity Investments. He encouraged me to write about Internet advertising. He has been a great support throughout the dissertation∙My friend Tamsin Edwards, previous Trade Mark Attorney in Australia, who throughout the Masters has been a great teammate. She helped me in my dissertation research, especially by introducing me to people, who worked in the fields of multimedia.∙My MBA teammate, Yoriko Matsuda, previous Account Executive in Dentsu Advertising Agency in Japan, with whom I shared and partly gathered my multimedia research with. Our discussions enabled me to get a better perspective of the technological world.∙My working colleges Lee Wills, Art Director at Powerhouse Creative Services for the art and design work of the front page.∙My friend Jean Philippe Roux, MBA, who not only shared his computer knowledge with me, but also managed to do the impossible - cutting down several thosands words to met the word limit.∙My friend Peter Gronne, whom I met through the Internet while conducting this dissertation. He has been a great help in all aspects.∙The 9 private Danish companies and funds, who financially supported part of my Masters in Marketing.All the people who participated in my interviews.- Table of Contents -PrefaceAcknowledgementTable of ContentExecutive SummaryCHAPTER ONE: INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1.1. Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1.2. Problem definition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 1.3. Dissertation plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1.4. Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 CHAPTER TWO: RESEARCH METHODOLOGY . . . . . . . . . . . . . . . . . . . . . . . 5 2.1. Secondary Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2. Primary Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.3. Construction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 CHAPTER THREE: THE INTERNET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 3.1. The history of the Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 3.2. The development of the World Wide Web (WWW) . . . . . . . . . . . . . . . . . . . . . . .9 3.3. Internet technology and its limitations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10Basic Internet Equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Bandwidth. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 Security issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 Control . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12 Property rights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12 Trademark protection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 3.4. The Internet users. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14Internet Demographics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 Internet Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 3.5. Netiquette: Rules and restrictions for Internet advertising. . . . . . . . . . . . . . . . .19 3.6. Future trends and its impact on the Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19Consumer trends. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 On-line shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20 Advertising forecast. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20 CHAPTER FOUR: COMMUNICATION STRATEGIES . . . . . . . . . . . . . . . . . . . 23 4.1. One way communication strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23Mass communication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 4.2. Two Way communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24Direct Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 Interpersonal communication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 Computer mediated communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25。