2016年06月六级第1套仔细阅读 Passage 1 原文翻译及答案解析

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 Colin Dixon of a digital-media consultancy.

互动电视广告，允许观众使用遥控器点击广告，多年来一直被推广：大约十年前，有人预测热门情景喜剧《老友记》的观众将很快能够通过遥控器点击几下购买一件像詹妮弗·安妮斯顿那样的毛衣。数字媒体咨询公司的科林·迪克森说：“过去十到十二年，每年都是互动电视广告之年。”

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.

因此，美国有线电视公司Cablevision在10月6日向所有客户推出互动广告的消息引发了一些怀疑。在广告期间，屏幕底部将出现覆盖层，提示观众按按钮请求免费样品或订购目录。Cablevision希望明年初能让客户使用遥控器购物。

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.

电视广告需要提振。上半年支出下降了10%。数字视频录像机的普及导致广告商担心他们的广告会被跳过。一些人转向互联网，因为互联网更便宜且提供具体测量指标，如点击率——在营销预算紧张时尤为重要。随着互动广告的推出，“许多流向互联网的资金将回到电视，”Cablevision的大卫·克莱恩说。至少业界希望如此。

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

理论上，互动广告能以30秒广告所不能的方式吸引观众。联合利华最近为其Axe除臭剂（臭剂）开展了互动广告活动，平均让观众参与超过三分钟。

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 surged: it expects its revenues almost to triple this year. BSkyB, Britain's biggest satellite-television service, already provides 9 million customers with interactive ads.

电视上互动广告的支出仍然很小。广告公司Magna估计今年价值约1.38亿美元。这远低于人们曾经预期它能产生的数十亿美元。但DirecTV、Comcast和时代华纳有线都已投资于此。由主要有线电视提供商联盟Canoe Ventures领导的一项新努力，旨在今年晚些时候在美国全国推广互动广告。设计并销售互动广告的BrightLine iTV表示，兴趣激增：预计其收入今年将几乎翻三倍。英国最大的卫星电视服务BSkyB已为900万客户提供互动广告。

Yet there are doubts whether people watching television, a "lean back" medium, crave interaction. Click- through rates have been high so far (around 3-4%, 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.

然而，人们怀疑电视观众——作为“后仰”媒体——是否渴望互动。到目前为止，点击率一直很高（约3-4%，而在线点击率低于0.3%），但这可能是新奇感的结果。互动广告和观众可能不太合拍。