46. What does Colin Dixon mean by saying “It's been the year of interactive television advertising for the last ten or twelve years” (Lines 4, Para.1)?
- A. Interactive television advertising will become popular in 10-12 years.
- B. Interactive television advertising has been under debate for the last decade or so.
- C. Interactive television advertising is successful when incorporated into situation comedies.
- D. Interactive television advertising has not achieved the anticipated results.
答案：D
答案句：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. 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.
参考译文：近十年前，有人预测，热门情景喜剧《老友记》的观众很快就能通过遥控器上的几次点击购买到詹妮弗·安妮斯顿穿的那种毛衣。数字媒体咨询公司的科林·迪克逊说：“过去十到十二年里，每一年都是互动电视广告之年。”因此，美国有线电视公司Cablevision于10月6日向其所有客户推出互动广告的消息，遭到了一些质疑。
定位线索：题干“What does Colin Dixon mean”→答案句为迪克逊原话“It's been the year...for the last ten or twelve years”；文中“It's been the year...”（每一年都是...之年，实为反讽）对应选项D“has not achieved the anticipated results”（未达到预期效果）；文中“predicted...would soon be able”与“greeted with some skepticism”暗示预期未实现。
解析：题干问迪克逊的话的含义。答案句包含其原话及上下文：十年前预测很快能实现，但迪克逊说“过去十到十二年每年都是互动电视广告之年”，言下之意是年年说“今年是元年”却始终未真正成功，且后文Cablevision推出时“遭到质疑”，印证预期未实现。正确选项D是对此意的概括。选项A将“十年”误解为未来时间，B“争论”无中生有，C“成功”与原文“skepticism”矛盾。
48. What is the impact of the wide use of digital video recorders on TV advertising?
- A. It has made TV advertising easily accessible to viewers.
- B. It helps advertisers to measure the click-through rates.
- C. It has placed TV advertising at a great disadvantage.
- D. It enables viewers to check the sales items with ease.
答案：C
答案句：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.
参考译文：数字录像机的普及使广告商担心他们的商业广告会被跳过。一些广告商正转向互联网，互联网更便宜，并提供点击率等具体衡量指标——这在营销预算紧张的时候尤为重要。
定位线索：题干“impact of the wide use of digital video recorders”→答案句“The popularization of digital video recorders has caused advertisers to worry that their commercials will be skipped”；文中“commercials will be skipped”（广告被跳过）对应选项C“placed TV advertising at a great disadvantage”（使电视广告处于不利地位）。
解析：题干问数字录像机广泛使用对电视广告的影响。答案句指出广告商担心广告被跳过，并因此转向互联网，说明电视广告处于不利地位，对应选项C。选项A“更易接触”与“被跳过”相反，B“帮助衡量点击率”是互联网的特点而非数字录像机的影响，D“查看商品”无中生有。