2017届高考英语二轮复习考点讲义：阅读理解-广告_高考复习指南

2017届高考英语二轮复习考点讲义：阅读理解-广告

　　阅读理解- 广告

　　链接1.（2017广东卷）

　　Sports account for a growing amount of income made on the sales of commercial time by television companies. Many television companies have used sports to attract viewers from particular sections of the general public, and then they have sold audiences to advertisers.

　　An attraction of sport programs for the major U.S. media companies is that events are often held on Saturday and Sunday afternoons – the slowest time periods of the week for general television viewing. Sport events are the most popular weekend programs, especially among male viewers who may not watch much television at other times during the week. This means the television networks are able to sell advertising time at relatively high prices during what normally would be dead time for programming.

　　Media corporations also use sports to attract commercial sponsors that might take their advertising dollars elsewhere if television stations did not report certain sports. The people in the advertising departments of major corporations realize that sports attract male viewers. They also realize that most business travelers are men and that many men make family decisions on the purchases of computers, cars and life insurance.

　　Golf and tennis are special cases for television programming. These sports attract few viewers, and the ratings (收视率) are unusually low. However, the audience for these sports is attractive to certain advertisers. It is made up of people from the highest income groups in the United States, including many lawyers and business managers, This is why television reporting of golf and tennis is sponsored by companies selling high-priced cars, business and personal computers, and holiday trips. This is also why the networks continue to carry there programs regardless of low ratings. Advertisers are willing to pay high fees to reach high-income consumers and those managers who make decisions to buy thousands of “company cars” and computers. With such viewers, these programs don’t need high ratings to stay on the air.