英语阅读之-广告篇1

8在中国是一个幸运数字,在汉语中与“财富”谐音。因此在11月8号上午8点08分国家广播电视台中央电视台(CCTV)为其最热门的广告时段推出了年度招标。超过280家中国和外国公司的代表,在中国农村地区的一场流行戏剧节目中,从乡村爱情节目中获得了时间,这是一部流行的戏剧,预计将在明年的中央电视1台播出,这是在下午7:30的天气预报后的珍贵分钟。拍卖师说抓住机会，把它拿在手里,”。“相信品牌的力量。”央视甚至将明星们从顶级节目中召集,以便使拍卖更有生气。

 

当最后的出价在下午8点落槌时。据悉，明年中央电视台十几个频道的电视节目预定拍卖额为19亿美元，比去年增加了16%，创下了拍卖17年来的最高纪录。尽管知名跨国公司大众(Volkswagen)和宝洁(Proctor & Gamble)是大买家，但本土企业占据了主导地位。牛奶和冰淇淋生产商蒙牛乳业出价最高，为第四季《乡村爱情》提供3400万美元的赞助，届时将有多达1亿中国人观看

电视广告的黄金时代在美国是一个遥远的记忆。在中国也有了自己的市场。城市人均收入自2000年以来增长了173%，达到2515美元。WPP集团旗下的投资子公司Group М预计，中国大陆酒类、家用电器、汽车和办公产品的销售额今年将达到450亿美元，明年将达到500亿美元。虽然中国广告行业正以两位数的速度增长，但全球广告市场今年预计仅增长3.6%。

中国广告的特别之处在于，电视广播一直占据着主导地位。GroupM的数据显示，电视广告占总广告支出的63%，而美国的这一比例为0.44%。年代。中央电视台得到了其中三分之一的资金，其余资金将拨给湖南和上海的1000家省级和地方电视台。

数字营销今年在中国增长了近三分之一，但仍只占广告支出的8.8%。它是可信的、可靠的、有影响力的，”芜湖(总部位于安徽的奇瑞汽车公司)总统的助理金一波说。

电视仍然占据主导地位，部分原因是很难衡量互联网在中国的影响力。农村地区宽带普及率低也限制了数字媒体的影响。也许最重要的是太阳能热水器的历史记录，江苏太阳雨公司总裁徐新建说:“近年来，我们每年的销售额增长超过50%。”太阳雨公司是一家替代能源公司，2002年首次在中央电视台推广其太阳能热水器。“这表明这是我们做广告的合适平台和媒介

GroupM China驻上海的策略规划总监安德烈斯•卡特(Andres Carter)表示，其他营销人员也有同样的经验。“如果你是一家在电视上做广告并获得两位数增长的公司，为什么要改变呢?”

 

阅读后回答下面的问题对错：

1）《乡村爱情》是一部以中国东北农村为背景的戏剧。（  ）

Country Love is the name of a drama whose settings are in the countryside of 

 northeastern China .

2）外国公司不太愿意花大价钱在中央电视台为自己的品牌做广告（  ）

Foreign companies are less willing to spend big money advertising their brand on  CCTV 

3)中国广告业的发展比其他国家要快一些（  ）

Ad industry in China is growing a little bit faster than that in other countries . 

4） The continued dominance of the airwaves makes advertising in China special . （   ）

电视广播的持续主导地位使中国的广告变得特别。（  ）

5）We can learn from the passage that it is impossible for digital media to be as popular as Tv in advertising in China（  ）

我们可以从这篇文章中了解到，在中国，数字媒体不可能像电视广告一样受欢迎

 

正确答案：1）T  2）F 3)F 4)T  5）F

原文（摘自 新编商务英语 主编吴长镛）

Eight is a lucky number in China and , in Chinese , rhymes with “wealth ”. So at 8:08 a . m . on Nov .8 state broadcaster China Central Television ( CCTV ) opened the annual bidding for its hottest advertising slots . Representatives of more than 280 Chinese and foreign companies bid for airtime on everything from Country Love , a popular drama set in rural northeastern China that is slated to run in next year ’ s prime time slot on CCTV 1, to that precious minute following the 7:30 p . m . weather report .“ Grasp the opportunity . Take it in your hands ,” said the auctioneer .“ Believe in the power of the brand .” CcTV even summoned the stars from its top programs to jazzup the auction .

By the time the gavel fell on the final bid at 8 p . m .,$1.9 billion had been committed for next year ’ s slots on CCTVs dozen － plus channels ,16 percent more than last year and a record high for the 17 years the auction has been held . Although well - known multinatlonals Volkswagen and Proctor & Gamble were big spenders , local companies dominated . Milk and ice cream maker Mengniu Dairy bid the highest ,$34 million , to sponsor the fourth season of Country Love , which as many as 100 million chinese will watch .“ Any company that wants to be seen as a leading brand must get Its products shown on CCТV ,” says He Dang , chairman of Nasdaq - listed Charm Communications , a media agency that represented more than 20 companies in the auction .

The golden age of television advertising , a distant memory in the U . S ., is coming into its own in China . Urban per capita income is up 173 percent since 2000, to $2,515. WPP Group’s investment arm , Group М, expects mainland sales for liquor , household appliances , autos , and office products to reach $45 billion this year and $50 billion next year . While China ＇ s ad industry Is growing at a double-digit rate , globally the ad market is expected to expand just 3.6 percent this year .

What makes advertising in China special is the continued dominance of the airwaves . GroupM figures