树枝:柴火
A.舞蹈：节奏
B.活性炭：除臭剂
C.电脑:信息
D.毒品:海洛因

Passage One 2016年6月英语六级卷一试题

Interactive television advertising, which allows viewers to use their remote controls to click on advertisements, has been pushed for years. Nearly a decade ago it was predicted that viewers of "Friends", a popular situation comedy, would soon be able to purchase a sweater like Jennifer Aniston's with a few taps on their remote control. "it's been the year of interactive television advertising for the last ten or twelve years," says Collin Dixon of a digital-media consultancy.

So the news that Cablevision, an American cable company, was rolling out interactive advertisements to all its customers on October 6th was greeted with some skepticism. During commercials, an overlay will appear at the bottom of the screen, prompting viewers to press a button to request a free sample or order a catalogue. Cablevision hopes to allow customers to buy things with their remote controls early next year.

Television advertising could do with a boost. Spending fell by 10% in the first half of the year. The popularization of digital video recorders has caused advertisers to worry that their commercials will be skipped. Some are turning to the Internet, which is cheaper and offers concrete measurements like click-through rates-especially important at a time when marketing budgets are tight. With the launch of interactive advertising, "many of the dollars that went to the Internet will come back to the TV," says David Kline of Cablevision. Or so the industry hopes.

In theory, interactive advertising can engage viewers in a way that 30-second spot or not. Unilever recently ran an interactive campaign for its Axe deodorant(除臭剂), which kept viewers engaged for more than three minutes on average.

The amount spent on interactive advertising on television is still small. Magna, an advertising agency, reckons it will be worth about $138 million this year. That falls far short of the billions of dollars people once expected it to generate. But DirecTV, Comcast and Time Warner Cable have all invested in it. A new effort led by Canoe Ventures, a coalition of leading cable providers, aims to make interactive advertising available across America later this year. BrightLine iTV, which designs and sells interactive ads, says interest has argued: it expects its revenues almost to triple this year. BSkyB, Britain's biggest satellite-television service, already provides 9 million customers with interactive ads.

Yet there are doubts whether people watching television, a "lean back" medium, crave interaction. Click-through rates have been high so far (around3-4%, compared with less than 0.3% online), but that may be a result of the novelty. Interactive ads and viewers might not go well together.

47.What does Colin Dixon mean by saying "It's been the year of interactive television advertising for the last ten or twelve years" (Line 4-5, Para.1)?

A.Interactive television advertising will become popular in 10-12 years.

B.Interactive television advertising has been under debate for the last decade or so.

C.Interactive television advertising is successful when incorporated into situation comedies.

D.Interactive television advertising has not achieved the anticipated results.

48.What is the public's response to Cablevision's planned interactive TV advertising program?

A.Pretty positive.

B.Totally indifferent.

C.Somewhat doubtful.

D.Rather critical.

49.What is the impact of the wide use of digital video recorders on TV advertising?

A.It has made TV advertising easily accessible to viewers.

B.It helps advertisers to measure the click-through rates.

C.It has placed TV advertising at a great disadvantage.

D.It enables viewers to check the sales items with ease.

50.What do we learn about Unilever's in

A产品特色定位

B顾客利益定位

C使用者定位

D使用场合定位

在除臭剂中，只有白熊牌的能提供一次性全天除臭效果，并且只有白熊牌的能提供雨林檀香味。如果上述广告是真的，那么以下哪项不可能是真的？
Ⅰ．红旗牌除臭剂能提供一次性全天除臭效果。
Ⅱ．北海牌除臭剂比白熊牌在市场上更受欢迎。
Ⅲ．洪波浴液能提供雨林檀香味。
A．只有Ⅰ。
B．只有Ⅰ和Ⅱ。
C．只有Ⅰ和Ⅲ只有Ⅲ。
D．Ⅰ、Ⅱ和Ⅲ

A.根据产品特色定位

B.根据产品用途定位

C.根据使用者定位

D.根据对竞争者的态度定位