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  3. McGraw receives daily text messages from Seventeen magazine about fashion, including tips about what to wear to the prom. She pl

McGraw receives daily text messages from Seventeen magazine about fashion, including tips about what to wear to the prom. She pl

admin2015-04-10  56
问题     McGraw receives daily text messages from Seventeen magazine about fashion, including tips about what to wear to the prom. She planned to take the magazine’s suggestion to wear a brightly colored outfit and be prepared for "dress malfunctions. " "When the texts recommend a certain look that sounds good, I will try it out, but it doesn’t always mean buying something," the 17-year-old Laguna Niguel resident said.
    Yakking teens and phones have been inseparable for decades. The difference today is that teens use their cellphones for a lot more than just talking. It has become a palm-size entertainment and information center increasingly consuming their time and attention. Advertisers are realizing that if they want to reach teens, they need their numbers—literally.
    Hearst Magazines, for instance, has developed nine different mobile sites across different magazines, including Seventeen and Cosmo Girl. Cosmo Girl’s site contains information on horoscopes, gossip, fashion, career advice and beauty tips, alongside promotions from retail giant J. C. Penney Co. and cosmetics maker Clinique Laboratories. Teens can also send a text message when they see a product they like in the magazine and sometimes receive a free sample.
    Teens don’t seem to mind the text messages they receive from the retailers. Tsunder said only 4% of people who sign up for the texts ask to stop getting them. And Miller said 2% to 4% of those who see or receive ads on mobile phones click on them to find out more information. On the Internet via computers, so-called click-through rates are generally closer to 0. 01%.Some teens do mind, however, if advertisers bug them too overtly, said Alyson Hyder, media director for California at Avenue A/Razorfish, a digital marketing firm. "They will be quick to turn on the backlash," Hyder said. That’s why "brands that target the teen audience are looking at more authentic ways to insert themselves into the conversation, as opposed to advertising. "
    When Kiwibox. com, an online teen magazine, launches a service to send teens text messages with horoscopes and celebrity alerts this year, they’ll include a short advertisement at the end sponsored by different brands such as Sparq Inc. , a company that designs workout training programs for aspiring athletes, and Paramount Pictures. But it can be a thin line between the type of product pitches that teens will accept on their mobile phones and those they won’t.
The probable title of this passage is
选项 A、Multifunction of Mobile Phones.
B、A Rising Industry—Text Messages.
C、Ads in Text Messages.
D、Should We Stop Text Message Ads?
答案C
解析 本文的题目可以是[A]手机的多功能。[B]短信一个新兴产业。[C]短信中的广告。[D]我们应当停止短信广告吗?文章主要介绍短信广告收到的效果，[C]“短信中的广告”可以概括整篇文章的主要内容。[A]“手机的多功能”是对文章内容的误读；[B]是干扰项，虽然文章有涉及，但是太过笼统，并非是在介绍这种新兴的产业；[D]不是对整篇文章的总结。故选[C]。
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