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  3. For the first time on record,the number

For the first time on record,the number

练习题库2022-08-02  10
问题 For the first time on record,the number of advertising-specific jobs in the U.S.is declining in the middle of an economic expansion,according to government data.What's going on?It's certainly not a case of fewer advertisements.The typical American has gone from seeing about 500 ads each day in the 1970s to about 5,000 today,according to a common industry statistic.That is one corporate message for roughly every 10 seconds of waking life.Instead,the mysterious decline can be explained by two developments.First,there are Facebook and Google.They are the largest advertising companies in the world-and,quite likely,the largest in the history of the world.Last year,90 percent of the growth of the digital-advertising business went to just these two firms.Facebook and Google are so profitable because they use their enormous scale and data to deliver targeted advertising at a low cost.This has forced the world's large advertising firms to preserve their profitability through a series of mergers,accompanied by jobs cut.s in the name of efficiency.The emergence of an advertising duopoly has coincided with the rise of"programmatic advertising,"a term that essentially means"companies using algorithms to buy and place ads in those little boxes all over the internet."As any Macl Men fan might intuit,advertising has long been a relationship-driven business,in which multimillion-dollar contracts are hammered out over one-on-one meetings,countless lunches,and even more-countless drinks.With programmatic technology,however,companies can buy access to specific audiences across several publishing platforms at once,bypassing the work of building relationships with each one.That process produces more ads and requires fewer people-or,at least,fewer traditional advertising jobs and more technical jobs.Second,there is the merging of the advertising and entertainment businesses.As smartphone screens have edged out TV as the most important real estate for media,companies have invested more in"branded content"-corporate-sponsored media,such as an article or video,that resembles traditional entertainment more than it does traditional advertising.Some of the most prominent names in journalism,such as The New York Times,BuzzFeed,Vice,and The Atlantic,are owned by companies that have launched their own branded-content shops,which operate as stand-alone divisions.As many media companies have tried to become more like advertising companies,the value of the average"creative-account win,"an ad-industry term for a new contract,has declined,falling by about 40 percent between 2016 and 2017.So there are two major themes of the decline of advertising jobs,one that has to do with the companies that now create them and one that has to do with the way brands prefer to market themselves nowadays.In short,the future of the advertising business is being moved to technology companies managing ad networks and media companies making branded content-that is,away from the ad agencies.Which of the following would be the best title for the text?A.Where Did All the Advertising Jobs Go?B.How Do Facebook and Google Produce Ads?C.Why is the Number of Ads Declining?D.What is the Future of the Advertising Business?
选项 A.Where Did All the Advertising Jobs Go?
B.How Do Facebook and Google Produce Ads?
C.Why is the Number of Ads Declining?
D.What is the Future of the Advertising Business?
答案 A
解析 本文首段提出现象“广告业工作数量在减少”。随后阐释两个原因：Facebook和Google使技术工作取代广告工作；广告和媒体业务融合使媒体公司取代广告公司。末段总结指出：广告业务正在从广告公司向Facebook、Google以及媒体公司转移。可见A.为全文关注现象，为恰当题目。[解题技巧]B.错误有二：首先以偏概全，全文论述广告工作减少的两大原因，“Facebook和Google”只是其中一个原因；其次偏离文章重点：文章关注点在于“Facebook和Google对广告业工作的影响”，并非“二者如何制作广告”。C.将全文论述主体“广告工作的减少（the decline of advertising jobs）”篡改为“广告数量的减少（the number of ads is declining）”。D.源于第六段末句，但作者重在分析“广告工作的走向”，并非“广告业的未来前景”。
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