烦人的网络弹窗广告对生意不利.docx

Most consumers have experienced online ads so garish1, loud, or aggravating2 that they cant possibly be ignored. But a new study in the Journal of Marketing3 Researchsuggests that this way of forcing customers attention may actually be bad for business. Annoying ads are interesting because they both make and cost money for publishers. They make money because advertisers pay publishers to run ads. They cost money when annoyed users abandon a site, leaving the publisher with less advertising4 revenue, write authors Daniel G. Goldstein, Siddharth Suri and Fernando Diaz (Microsoft Research), R. Preston McAfee (Microsoft), and Matthew Ekstrand-Abueg (Northeastern University). Study participants were asked to perform online tasks, some of which exposed participants to web pages with annoying advertisements. An ads annoyingness was determined5 by factors such as whether it had too much animation6, was poorly designed, or had been placed by a company having a questionable7 reputation. The study found that even though it would have meant more pay, participants were far less willing to remain on a web page if it contained an annoying advertisement. Participants also did not remember the content very well on pages that contained annoying advertisements. The authors conclude that any short-term revenue brought in by annoying advertisements is likely outweighed8 by the negative long-term effects. The practice of running annoying ads can cost more money than it earns, as people are more likely to abandon sites on which they are present. In addition, in the presence of annoying ads, people were less accurate in remembering what they had read. None of these effects on users is desirable from the publishers perspective.词汇表：1 garish adj.华丽而俗气的，华而不实的参考例句：This colour is bright but not garish.这颜色艳而不俗。They climbed the garish purple-carpeted stairs.他们登上铺着俗艳的紫色地毯的楼梯。2 aggravating adj.恼人的，讨厌的参考例句：How aggravating to be interrupted! 被打扰，多令人生气呀！Diesel exhaust is particularly aggravating to many susceptible individuals. 许多体质敏感的人尤其反感柴油废气。3 marketing n.行销，在市场的买卖，买东西参考例句：They are developing marketing network.他们正在发展销售网络。He often goes marketing.他经常去市场做生意。4 advertising n.广告业；广告活动 a.广告的；广告业务的参考例句：Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。5 determined adj.坚定的；有决心的参考例句：I have determined on going to Tibet after graduation.我已决定毕业后去西藏。He determined to view the rooms behind the office.他决定查看一下办公室后面的房间。6 animation n.活泼，兴奋，卡通片动画片的制作参考例句：They are full of animation as they talked about their childhood.当他们谈及童年的往事时都非常兴奋。The animation of China made a great progress.中国的卡通片制作取得很大发展。7 questionable adj.可疑的，有问题的参考例句：There are still a few questionable points in the case.这个案件还有几个疑点。Your argument is based on a set of questionable assumptions.你的论证建立在一套有问题的假设上。8 outweighed v.在重量上超过( outweigh的过去式和过去分词 )；在重要性或价值方面超过参考例句：This boxer outweighed by his opponent 20 pounds. 这