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Time is running out for the 30-second TV commercial

The 30-second television commercial was once a cultural icon. Unfortunately, it has lost that status. TV commercials are destined for history museums, along with cassette players and dial-up telephones.

TV commercials had their golden era in the 1960s. People had lots of time, particularly after work. There were no emails, text messages or social networks to follow. TV was limited to a handful of stations that only broadcast during certain times of the day.

Commercials were part of the TV experience. They offered a window into the new world of packaged goods, automobiles and airline travel. Thanks to TV commercials, people could learn about these products without having to get up from the sofa.

That’s not the case anymore. For today’s internet-enabled consumers, TV commercials are probably the least efficient way to learn about a product. They are 30 seconds of sell (推销), while all we really want to do is sit back and watch our show.

Time-shifting — the ability to fast forward and rewind (倒回) — has made it possible for us to make watching TV just one more scheduled activity in our already packed diaries. It’s not that we don’t want to hear from brands. It’s just that we don’t want to hear from them during the time we have set aside to watch TV. A study last year showed that 84 percent of respondents wanted to fast forward through the ads they watched. More than 60 percent of them, meanwhile, downloaded shows so that they could skip commercials.

Hence the concept of “interruptive advertising.” People don’t want to be interrupted by advertising. They only want to engage with it when they are in consumer mode and thus in the proper mood for a brand’s message.

So, are TV commercials dead already? What sort of brand message is appropriate today? The answer isn’t yet clear, but pre-roll (片前的) ads may be part of the solution. People are less likely to consider such ads annoying since they start to roll before the viewer has a chance to engage with the show. It might be followed up by a page on the show’s website, with links that allow the viewer to connect more deeply with the brand.

【小题1】According to the author, television commercials are outdated because ______.
①people’s attention is taken by many things
②there are alternative ways of promoting products
③there are all kinds of information on the internet
④time-shifting has made it possible for us to skip TV commercials
A.①②③B.①②④
C.①③④D.②③④
【小题2】According to the article, which of the following statements is NOT true?
A.People have a busier work schedule now than in the 1960s.
B.People no longer care about the brand message in the commercials.
C.People tend to skip commercials when they spare time to watch TV.
D.People will feel annoyed when they watch interruptive television ads.
【小题3】According to the article, people’s attitude towards pre-roll ads is more ______.
A.CriticalB.supportive
C.casualD.conservative
19-20高三下·福建厦门·阶段练习
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THE COLLABORATION at Samuel J. Friedman Theatre

The play tells a true story in New York. Fifty-six-year-old Warhol’s star is falling. Jean is the new wonder-kid taking the art world by storm. When Jean agrees to work together with Warhol on a new exhibition, it soon becomes the talk of the city. The two artists set foot on a shared journey, both artistic and deeply personal, which redraws both their worlds.

ALMOST FAMOUS at Bernard B. Jacobs Theatre

Based on the film of the same name in 2000, the musical features Pulitzer winner Kitt and a book by Crowe, who earned an Oscar award for writing the original film based on his own teenage experience. The coming-of-age story tracks a 15-year-old music fan named William who follows the emerging band Stillwater on tour.

THE PIANO LESSON at Ethel Barrymnore Theatre

The play is the fourth in Wilson’s Century Cycl, which digs into the Black experience in every decade of the 20th century. Set in Pittsburgh’s Hill District in 1936, it centers around a brother and a sister involved in a battle over a piano carved with the faces of their ancestors.

KIMBERLY AKIMBO at Booth Theatre

Kim is a bright and funny high school girl, who happens to look like a 72-year-old lady. And yet her aging disease may be the least of her problems. Forced to deal with family secrets, and possible crime charges, Kim is determined to explore happiness in a world where not even time is on her side.

【小题1】What kind of play is THE COLLABORATION?
A.A romance.B.A life story.C.A fairy tale.D.A sci-fi story.
【小题2】Which theatre should you visit if you want to learn about racial issues?
A.Samuel J. Friedman Theatre.
B.Bernard B. Jacobs Theatre.
C.Ethel Barrymore Theatre.
D.Booth Theatre.
【小题3】What can you see in both ALMOST FAMOUS and KIMBERLY AKIMBO?
A.Teenagers’ growth experiences.
B.World-class film technology.
C.Award-winning performances.
D.Struggles against crime charges.

The spiders have long, scary legs. Some spiders even bite. But Spider-Man is another story. He might help people see spiders less negatively, a new study finds.

After Menachem Ben-Ezra, a proud fan of the Marvel films and also a psychologist, saw the movie Ant-Man and the Wasp(黄蜂), he walked out with a sudden scientific idea that he should measure people before they went into the theater, and afterwards to see if the fear of ants would be reduced or changed.

Ben-Ezra and his colleagues asked 424 people questions, about one-quarter of them about spiders, such as “Did you find them scary?” “Did seeing one make your hearts race and palms sweat?” A second group received similar questions, this time about ants. The last two groups got the same questions about other insects. Afterward, everyone watched videos. Group one got a Spider-Man movie. Group two saw Ant-Man and the Wasp. Groups three and four watched unrelated video---wheat waving peacefully in the breeze.

After viewing the movie, Ben-Ezra again asked the participants how they felt about spiders, ants or other insects in general---and found the ant and spider exposures seemed to make people insensitive and less afraid. Between 3.5 and 6.1 percent of people experience such a phobia(恐惧症) of spiders. Phobias can stop people from traveling, working and enjoying their lives.

Ben-Ezra hopes that their movie research might help people with phobias. But they caution that people with phobias shouldn’t just run out and watch movies and expect their fear to go away. “What we did is only the first step in a very long road,” Ben-Ezra says. “We didn’t say you’ll be cured. We don’t have evidence for that.” But eventually, presenting people’s fears in a positive context---such as a superhero movie---might help people surmount their fear or disgust. After all, if spiders produce Spider-Man, maybe they’re not so bad.

【小题1】What method did Ben-Ezra use in his study?
A.By giving examples.B.By asking questions.
C.By analyzing causes.D.By making assumptions.
【小题2】What does the underlined word “surmount” in the last paragraph mean?
A.Overcome.B.Subscribe.C.Intervene.D.Estimate.
【小题3】What did Ben-Ezra advise people to do with phobias?
A.They should travel, work and enjoy their lives.
B.They should keep their phobias of insects a secret.
C.They should adopt a positive attitude to their fear.
D.They should watch more super-hero Marvel movies.
【小题4】What is the best title for this passage?
A.The Insect Phobia Cured with Wasp.B.The Positive Energy of Superheroes.
C.Spider-Man’s Spider Fear.D.Fighting Spider Fear with Spider-Man.

Are you fed up with staring at a computer screen for hours straight just to review your classes? It’s a problem that many of us encounter(遭遇).So why not pick your headset and learn via a podcast?

Podcast, or boke, refers to a range of audio programs on different audio platforms. According to China Daily, podcasts have become popular among young Chinese people who would like to enjoy the peace and power of learning through sound.

Established in 2012, China’s largest online audio platform, Ximalaya saw its subscribers pass 600 million by December 2019.Among these users over 46 percent were born between 1990s and 2000s.On average, active users listen to podcasts for nearly three hours per day.

The emergence of domestic(国内的)online radio platforms and the convenience brought about by smart devices are certainly two reasons for the popularity of the format.Its flexible nature also makes it a winner among the young audience.

“Audio is a good medium for content that can break the limit of time and space,” Jiang Feng, vice-president of Ximalaya, told China Daily. He added that podcasts have become an important channel for people to acquire information and knowledge .It also can accompany listeners in many different circumstances including working ,studying, exercising, traveling and just before going to bed.

Apart from providing company, the new media form also gives people a platform to speak out about important issues.

A senior high school student who wanted to be admitted to the Central Academy of Drama failed his national college entrance examination twice. He talked about the pressure he faced on an audio program called Please Listen, launched by Mango TV on Feb 19,2020.The program was designed to relieve audiences’ worries by sharing their own stories.

Podcasts tend to be a discussion, and just like real life conversations, they follow a flexible structure and usually last for at least an hour. More often than not, you can’t summarize two or three important points from those conversations, like you could from articles. They often do not have conclusions, either. It’s a very freeform medium that is very friendly to listeners,” Pan Aijuan,a podcast listener and book editor at a publishing house, told China Daily.

At the same time, the use of podcasts trains people to first listen to others before offering one’s own opinions. It helps build up our patience and listening skills. Cheng Yanliang, a co-founder of the podcast Left and Right, stated that“ audio programs can filter(减缓)those bad-tempered people who would lose patience after reading several paragraphs and start writing awful comments to insult others”.

With such advantages,“ podcasts are entering the mainstream(主流)in China”, noted China Daily.

【小题1】Why does the author mention Ximalaya in the third paragraph?
A.To inform the readers of its fast development.
B.To show the impact it has on users.
C.To discuss the characteristics of podcasts.
D.To demonstrate the popularity of podcasts in China.
【小题2】What is the main aim of the audio program Please Listen?
A.To help audiences ease their worries.
B.To amuse audiences in different ways.
C.To allow audiences to comment on current affairs.
D.To give audiences a platform to acquire knowledge.
【小题3】Why does Pan Aijuan think podcasts are friendly to listeners?
A.They can accompany listeners in different circumstances.
B.They provide listeners with a sea of information.
C.Their content usually follows a flexible structure.
D.It is quite easy to draw a conclusion from a podcast.
【小题4】How can podcasts influence people’s personality according to the text?
A.They can make people more cheerful.
B.They can make people more patient.
C.They can make people lose their temper more easily.
D.They can help break the habit of insulting people online.

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