Ira Carlin, worldwide media director of the world’s _1__ advertising agency, Mocn Erickson is quite candid about using fear to sell message about the communications revolution.
one prediction shows that 55 percent of advertising by volume will be carried on the Internet _2_2005. Consumers will have control and choice of communication; they will also have control over _3__ advertisements they watch, and how. But that will only_4__ to the “information enabled”, says Carlin. “There’ll be an upstairs-downstairs schism…The widening _5__between the information enabled and information disenabled is going to be a greater social problem_6_ any seeming social problem we’ve ever had in the past, _7_ racial and _8_ problems.”
Look at what is already happening, Carlin says. _9_ in Manhattan, he can choose the way he receives his daily news. He can open his front door and pick up his own personal copy station of the New York Times. He can _10_ the radio station of the New York Times, and listen to the same news. “or I can simply click into newyorktimes.com on the Internet and get the print_11_; or hear the audio files or see the video _12_ the New York Times stringers have supplied, through my computer. It’s the same news, but I choose the media modality.”
The revolution goes _13_. Carlin’s computer can currently stream videos to him at 22 frames per second, _14_ the picture big enough to occupy one-quarter to one third of the monitor screen. “Six months from now, I guarantee it, I will be able to _15_ a full-screen video at 30 frames per second. That means I’ll be watching television, but I’ll be getting it _16_ telephone connection.” McCann Detroit, says Carlin, _17_the world’s first video ad, in early 1997, on pointcast.com is a free news and information service, “fully _18_ by advertising.” It was _19_ in early 1996 and has 2.1 million subscribers in the US. pointcast.com uses a special software program to work out _20_ ads a person might be interested in, by monitoring their selection of news and information on the Net, “I do a lot of technology and marketing work,” says Carlin. “Because of that, the computer program think I’m rich,. It sends me stockbroker ads and technology ads.”
1. A. large B.largest C.larger D. the largest
2. A. by B. at C. on D. in
3. A. that B. which C. who D. what
4. A. apply B. belong C. cater D. use
5. A.different B. gap C. relationship D. distance
6. A. as B. to C. that D .than
7. A. include B. including C. included D. include
8. A.econmy B. economic C. economical D. economically
9. A. living B. live C. to live D. lived
10. A. tune to B .turn in C. tune at D. turn on
11. A. electronically B. electronic C. electronics D. electron
12. A. who B. where C. that D. what
13. A farther B. furthest C. farthest D. further
14. A at B . without C. with D. within
15. A . accept B. admit C . recall D . receive
16. A. through B. throughout C. thorough D. thoroughly
17. A. put on B. put off C. put out D. put up
18. A. support B. to support C. supported D. supporting
19. A set off B. set out C. et in D. set up
20. A that B. what C which D. who
