8在中國(guó)是一個(gè)幸運(yùn)數(shù)字,在漢語(yǔ)中與“財(cái)富”諧音。因此在11月8號(hào)上午8點(diǎn)08分國(guó)家廣播電視臺(tái)中央電視臺(tái)(CCTV)為其最熱門的廣告時(shí)段推出了年度招標(biāo)。超過(guò)280家中國(guó)和外國(guó)公司的代表,在中國(guó)農(nóng)村地區(qū)的一場(chǎng)流行戲劇節(jié)目中,從鄉(xiāng)村愛(ài)情節(jié)目中獲得了時(shí)間,這是一部流行的戲劇,預(yù)計(jì)將在明年的中央電視1臺(tái)播出,這是在下午7:30的天氣預(yù)報(bào)后的珍貴分鐘。拍賣師說(shuō)抓住機(jī)會(huì)，把它拿在手里,”?！跋嘈牌放频牧α俊！毖胍暽踔翆⒚餍莻儚捻敿?jí)節(jié)目中召集,以便使拍賣更有生氣。

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當(dāng)最后的出價(jià)在下午8點(diǎn)落槌時(shí)。據(jù)悉，明年中央電視臺(tái)十幾個(gè)頻道的電視節(jié)目預(yù)定拍賣額為19億美元，比去年增加了16%，創(chuàng)下了拍賣17年來(lái)的最高紀(jì)錄。盡管知名跨國(guó)公司大眾(Volkswagen)和寶潔(Proctor & Gamble)是大買家，但本土企業(yè)占據(jù)了主導(dǎo)地位。牛奶和冰淇淋生產(chǎn)商蒙牛乳業(yè)出價(jià)最高，為第四季《鄉(xiāng)村愛(ài)情》提供3400萬(wàn)美元的贊助，屆時(shí)將有多達(dá)1億中國(guó)人觀看

電視廣告的黃金時(shí)代在美國(guó)是一個(gè)遙遠(yuǎn)的記憶。在中國(guó)也有了自己的市場(chǎng)。城市人均收入自2000年以來(lái)增長(zhǎng)了173%，達(dá)到2515美元。WPP集團(tuán)旗下的投資子公司Group М預(yù)計(jì)，中國(guó)大陸酒類、家用電器、汽車和辦公產(chǎn)品的銷售額今年將達(dá)到450億美元，明年將達(dá)到500億美元。雖然中國(guó)廣告行業(yè)正以兩位數(shù)的速度增長(zhǎng)，但全球廣告市場(chǎng)今年預(yù)計(jì)僅增長(zhǎng)3.6%。

中國(guó)廣告的特別之處在于，電視廣播一直占據(jù)著主導(dǎo)地位。GroupM的數(shù)據(jù)顯示，電視廣告占總廣告支出的63%，而美國(guó)的這一比例為0.44%。年代。中央電視臺(tái)得到了其中三分之一的資金，其余資金將撥給湖南和上海的1000家省級(jí)和地方電視臺(tái)。

數(shù)字營(yíng)銷今年在中國(guó)增長(zhǎng)了近三分之一，但仍只占廣告支出的8.8%。它是可信的、可靠的、有影響力的，”蕪湖(總部位于安徽的奇瑞汽車公司)總統(tǒng)的助理金一波說(shuō)。

電視仍然占據(jù)主導(dǎo)地位，部分原因是很難衡量互聯(lián)網(wǎng)在中國(guó)的影響力。農(nóng)村地區(qū)寬帶普及率低也限制了數(shù)字媒體的影響。也許最重要的是太陽(yáng)能熱水器的歷史記錄，江蘇太陽(yáng)雨公司總裁徐新建說(shuō):“近年來(lái)，我們每年的銷售額增長(zhǎng)超過(guò)50%?！碧?yáng)雨公司是一家替代能源公司，2002年首次在中央電視臺(tái)推廣其太陽(yáng)能熱水器。“這表明這是我們做廣告的合適平臺(tái)和媒介

GroupM China駐上海的策略規(guī)劃總監(jiān)安德烈斯?卡特(Andres Carter)表示，其他營(yíng)銷人員也有同樣的經(jīng)驗(yàn)?！叭绻闶且患以陔娨暽献鰪V告并獲得兩位數(shù)增長(zhǎng)的公司，為什么要改變呢?”

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閱讀后回答下面的問(wèn)題對(duì)錯(cuò)：

1）《鄉(xiāng)村愛(ài)情》是一部以中國(guó)東北農(nóng)村為背景的戲劇。（? ）

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

?northeastern China .

2）外國(guó)公司不太愿意花大價(jià)錢在中央電視臺(tái)為自己的品牌做廣告（? ）

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

3)中國(guó)廣告業(yè)的發(fā)展比其他國(guó)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 . （? ?）

電視廣播的持續(xù)主導(dǎo)地位使中國(guó)的廣告變得特別。（? ）

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

我們可以從這篇文章中了解到，在中國(guó)，數(shù)字媒體不可能像電視廣告一樣受歡迎

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正確答案：1）T? 2）F 3)F 4)T? 5）F

原文（摘自?新編商務(wù)英語(yǔ)?主編吳長(zhǎng)鏞）

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