选词填空-高二英语上学期期末复习分类汇编（上海专用）原卷版

专题06选词填空

1（2023上•上海•高二上海市朱家角中学校考期末）Directions:Completethefollowingpassagebyusingthe

wordsinthebox.Eachwordcanonlybeusedonce.Notethatthereisonewordmorethanyouneed.

A.accompanyB.approachC.circumstancesD.CompletelyE.impressF.limitsG.mistakenlyH.

persuasiveI.produceJ.requestersK.strategic

Whetheryou'reatabank,asupermarket,oranamusementpark,waitinginlineisprobablynotyourideaof

fun.Underwhat]wouldyoubewillingtoletanotherpersoncutinfrontofyou?Isitpossiblethatjusta

singlewordfrom2coulddramaticallyincreasethelikelihoodthatyou'dsay,"Goahead”?

Yes,andthewordis“because."BehavioralscientistEllenLangerandhercolleaguesdecidedtoputthe3

powerofthiswordtothetest.Inonestudy,shearrangedforastrangerto4thosewaitingtousea

photocopierandask“Excuseme?Ijusthavefivepages.MayIusethemachine?^^Inthissituation,60percentof

thepeopleagreedtoallowthestrangertogoaheadofthem.However,whenthestrangerfollowedtherequestwith

areason,almosteveryoneagreedtotherequest.ThenLangerrepeatedtheexperiment.Thistimethestrangeralso

usedthewordbecause,butfolloweditwitha（n）5meaninglessreason.Evenwiththismeaningless

reason,93percentagreedtoletthestrangergofirst.

Ofcourselikemostthings,thepowerofbecausehasits6.Inthepreviousstudytherequestwas

small——fivecopies.Langerrepeatedtheexperiment,buttoldthepersontoasktomake20copies.Thistime,when

thestrangerdidnotusethewordbecause,only24percentagreed,andwhenthemeaninglessreasonwasadded,this

didn'thelpto7anyincreaseincomplianceatall.However,whentherequestwasmadewithagood

reason,50percentofthepeopleaskedagreed.

Thesefindingsserveasaremindertoalwaysbesureto8yourrequestwithareason,evenwhen

youthinkthereasonsmightbeprettyclear.Toooftenwe9assumethatotherpeopleunderstandthe

reasonsbehindourrequests.Ratherthantellingyourchildrento"cometothetablefordinnernow"or"gotobed

immediately,9,amore10waywouldbetoprovideareasonwhyyouareaskingthemtotakethat

action.

2.（2023上•上海•高二上海南汇中学校考期末）Directions:Completethefollowingpassagebyusingthewordsin

thebox.Eachwordcanonlybeusedonce.Notethatthereisonewordmorethanyouneed.

A.crucialB.gainedC.incrediblyD.survivalE.suffering

F.biologically

G.isolatedH.involvedI.approachesJ.fendingK.identical

Hugging'sevolutionaryorigins

Tohugornottohug?Thafsthequestionrightnow.SincetheoutbreakofCOVID-19pandemic,wehavebeen

11inanunsafeplaceintheworldofgreetingetiquette.Thoughmanyofushavebeenvaccinated,westillneed

tobeexceptionallycarefulaboutwhetherthepersonweembracehasgottenthejab.Atthesametime,manyofus

longforthewarmthofahugafterlongstretchesofsocialisolation.Accordingtoresearch,humans12

needtouch,andagoodlonghugisoneofthebest13togettingit.

SuzanneDegges-White,aprofessorfocusedonsocialrelationshipsatNorthernIllinoisUniversity,saysthat

ourneedforahuggoesallthewaybacktothe14ofourspecies.Whenwe'rebom,weareincapableof

15forourselvesandweneedtobecomfortablewithbeingheldinordertosurvive.We'rerewardedwitharush

offeel-goodhormonesthatcomefromacozyembrace.Whenwehug,ourbrainsreleaseoxytocin,thebonding

hormone,aswellasserotoninandendorphins.

Thisbondandsenseofcommunityhasplayedanessentialevolutionaryrole,becauseforhumans,thesecurity

ofoursmallgroupsandlatercommunitieswas16tosurvival.Peoplemaythinkthatanairgreeting

is17toembraceintheirfunction.Butactually,theformercanneverbecomparedwiththelatter.<4When

wecan'thug,wedon'tgetthatjoltofgoodhormones,saysDegges-White.Moreimportantly,asenseof

community18fromthisclosecontactcontributestothedevelopmentofourcivilization.Somekidswho

didn,tgrowupbeingheld,saysDegges-White,failedtodevelopasenseofsafetyandprotection.Theyturnedout

tobemorelikelytoavoidsocialactivitiesandlivea(an)19life.

Forthepasttwoyears,wehavebeen20fromadesperatedesireforembrace.However,it'stimefor

ustotakeaclosersteptoeachother.RajeevFernando,directoroftheDivisionofInfectiousDiseasesatStony

BrookSouthamptonHospital,suggeststhatifyou9rebothvaccinated,justgoforitastheriskoftransmissionis

extremelylownow.

3.(2023上•上海•高二华师大二附中校考期末)Directions:Completethefollowingpassagebyusingthewordsin

thebox.Eachwordcanonlybeusedonce.Notethatthereisonewordmorethanyouneed.

A.characterB.committedC.controlD.failure

E.fortunatelyF.magicG.rangeH.reinvented

I.repeatedlyJ.revolutionizingK.smash

TheOralHistoryofJamesCameron

SigourneyWeaverdidn'twanttostarinasequeltoAlien.Thenshereadthescreenplay."'Everysinglepage

wasmy21withallkindsofdifferentlevelsofdrama/shesays.""Everythingaboutthescriptwasso

goodandpowerful.^^

Itwasawarmovieinspace.Totheactress,theideaofEllenRipleyfightingaliensalongsideaunitofcolonial

marinessoundedgreat.Therewasonlyoneproblem:"Firstofall,Ididn'tknowtherewouldbemachinegunsin

it,“shesays."AndIhadworkedforgun22foranumberofyears.SoIsaid,Tmsorry,thegunthing,

thafsnotgoingtoworkforme.^^

AnotherdirectormighthaveturnedhisbackonWeaver.ButnotJamesCameron.

Herespondedbytakinghertoashooting23Afterlettingoffafewburstsofgunfire,shebegantosee

theworldthroughCameron'seyes."Unfortunately,or24,thatexperiencegivesyousomuchadrenaline

（肾上腺激素），andifsalittlebittransfbrming."Weaversays."IhadtoembracethefactthatIwaswithanarmy

unitandtheyweregoingtobeusingtheseguns.AndatsomepointIwouldhavetodothat,too.Jimreallywants

hisactorstofeelcomfortable,andtofeel25.Sohealwayshadmetryeverythingfirst.”

AlienswasatypicalCameronblockbuster:exciting,moving,futuristic,propelledbyaheroine,andfullof

thingsthataudienceshadneverseenbefore.And,ohyeah:Itwasaboxoffice26thatwontwoOscars

andearnedsevennominations,includingWeaver'sfirst.

ThisistheJamesCameronway.He's27thepopcornfilmeverysingletimehe'smadeone,from

TheTerminatortoTitanictoAvatar.Eachofhismoviesismoreambitious,moreexpensive,andmoreimaginative

thanthelast.He's28outdonehimself-andtherestofHollywood.ButwhileCameron'sgeniusisunique,

hehasn'tmade29alone.Fromhisearlydaysasaspecialeffectsassistantto303D

filmmakingagainwith'Avatar:TheWayofWater",onethinghasalwaysbeenclear:workingwithJamesCameron

isasingularexperience.

4.（2023上•上海浦东新•高二统考期末）Directions:Fillineachblankwithaproperwordchosenfromthebox.

Eachwordcanbeusedonlyonce.Notethatthereisonewordmorethanyouneed.

A.targetB.randomC.seeminglyD.engaging

E.carefullyF.awarenessG.campaignH.improve

Haveyoueverbeenonsocialmediaandseenyourfavouritecelebritytalkingaboutaproduct?These

endorsements（名人代言）mightnotbetotally31,andareactuallyseenasavitalpartofthemarketing

process.Thequestionis:Whatdotheseendorsementsactuallydo?

Firstly,theycanbeusedtobuildbrand32.Asocialmediainfluencershouldhaveastrong

understandingoftheplatformtheyoperateon,andthereforecancreate33contentthatnotonlysticks

tothebrandimage,butsparkstheirfollowers5interestsinaproducttheymightneverhaveseenbefore.

Secondly,influencerscan34acompanyorproducfsrelationshipwiththeircustomerbase.

AccordingtoUSRetailCXTrendsReportoncustomerloyalty,77%ofbuyershavebeenbrandloyalformorethan

tenyears.Apopularcelebritycan35keydemographics（客户群）andtalkorblogaboutaproduct,

whichcancreateaninstantandlastingbondwiththeconsumer.

Lastly,influencerscanimprovecustomerbuyinghabitswith36"unbiasedopinions5.Weare

morelikelytorespondto"peerrecommendation,thantraditionalads,meaningthefactweseeaninfluencerasa

6friend5canmakeuslesslikelytobedoubtwhatweareseeing.

So,thenexttimeyouseeacelebritytalkingaboutaproduct,youmightwanttoconsiderthatthiscouldbea

37craftedmarketingstrategydesignedtotargetyourcoreneeds.Ifyoufindyourselfperusingaproduct

you'veseenonsocialmedia,youmaywellhavebeeninfluenced.

5.（2023上•上海•高二上海市吴淞中学校考期末）Directions:Fillineachblankwithaproperwordchosenfrom

thebox.Eachwordcanbeusedonlyonce.Notethatthereisonewordmorethanyouneed.

A.principleB.ultimatelyC.sensitiveD.analyzedF.sensible

E.accountG.principalH.subjectsI.drawnJ.coatsK.additionally

Itiscommonknowledgethatmosquitoesdon'tattackeveryoneequally.Scientistshavediscoveredthatthe

pestsare38topeopleatastonishinglydifferentrates,buttheyhavestruggledtoexplainwhatonearth

makescertainpeople""mosquitomagnets^^whileotherssurvivetotally.

InanewessaypublishedonSeptember16inthejournalScience,researchersindicatethatcertainbodyodors

arethedecidingfactor.Everypersonhasauniquescentprofileconsistingofdifferentchemicalcompounds,which

mosquitoesarequite39to,andtheresearchersfoundthatmosquitoesweremostdrawntopeoplewhose

skinreleaseshighlevelsofcarboxylicacids.And40,theresearchersfoundthatpeoples9attractivenessto

mosquitoesremainedsteadyastimegoes,regardlessofchangesindietorbrushinghabits.

Theresearcherscarefully41thescentprofilestodeterminewhatmight42forthisvast

difference.Theyfoundapattern:themostattractive43tendedtoproducegreaterlevelsofcarboxylicacids

fromtheirskinwhiletheleastattractivesubjectsproducedmuchless.

Carboxylicacidsare44organiccompounds.Humansproducetheminoursebum,whichistheoily

layerthat45ourskin;there,theacidshelptokeepourskinmoisturizedandprotected,Vbsshallsays.

Humansreleasecarboxylicacidsatmuchhigherlevelsthanmostanimals,DeObaldiaadds,thoughtheamount

variesfrompersontoperson.Thenewstudyhadtoofewparticipantstosaywhatpersonalcharacteristicsmake

someonemorelikelytoproducehighlevelsofcarboxylicacids-andthere9snoeasywaytotestyourownskin's

carboxylicacidlevelsoutsideofthelaboratory,Vbsshallsays.

Butifyouthinkyoumightbeamosquitomagnet,allhopeisnot46lost.Akbarisaysthestudycould

helpresearchersdevelopmoreeffectivemosquitorepellentsinthefuture.Thesecretmightbeinaddingnew

bacteriatotheskin'sexistingmicrobiometoalteritsscentprofile.Sonexttimeitwillbe47ofyouto

applyrepellentsonyourskinbeforeyougotothespot.

6.（2023上•上海•高二上海交大附中校考期末）Directions:Completethefollowingpassagebyusingthewordsin

thebox.Eachwordcanonlybeusedonce.Notethatthereisonewordmorethanyouneed.

A.servedB.sparesC.yieldsD.practicallyE.consumedF.remindsG.tosses

H.strikinglyI.stubbornlyJ.desiredK.flavors

YunnanProvince,coveringanareaof394,000squarekilometers,combinesuniqueethniccultures,

magnificentmountainscenery,rainforest,teaplantations,ancienttownsanddeliciousfood.Kunming,Dali,Lijiang

andShangri-Laarealwaysonthebucketlisttothosewhohaven?tbeentoYunnanbefore.

InthecourtyardofherrestaurantinXishuangbanna,SuYingispreparingtogivemeacookinglesson.Butshe

hasnopotsandpans.Instead,sheisgoingtocookthefoodinbananaleavesandtubesoffreshbambooonasmall

fireunderanirontripodinacomeroftheyard.

Su48amixtureofwildvegetableswithlemongrassandchiliandwrapsthemupinbananaleaves.She

seasonsslicedbeefwithchiliherbsandspicesandputsitintoatubeoffreshlycutbamboo.Anothertubeisfilled

withamoreexoticdelicacy:livebambooworms,whichshemixeswithherbsandspices.Suthenthruststhetubes

intothefire.

EventomanyChinese,Yunnanseemsexotic.Itsremoteness49itmuchoftheoverdevelopmentand

pollution.Theprovinceisaglobalhotspotofbiodiversityandboastsa50widerangeoflocalingredients.

Mostfamously,thesummermushroomseason51some300varietiesofedible（可食用的）fungi,including

delicaciessuchassavorymatsutake（松茸）.Therearecountlesswildplantsandplentyofbugsandgrubs.

OnmytripstotheprovinceovertheyearsIhavedinedontoastedbarleyflourand52cupsofyak

buttertea（酥油茶）inatownnowknownasShangri-la.Inthenorth-eastoftheprovinceIgorgedon（3良吞虎咽）

spicyhotpots.EvenfarthernorthIvisitedthecenterofhamproductioninXuanwei,whereItasteddelicatesoups

andstews.HereinXishuangbanna.Iwastastingthesourandhot53andfreshherbsofthetropicalsouth.

NoonerestaurantorchefcouldrepresentYunnan.ThereisnosingleoverarchingYunnancuisine,buta

selectionofoverlappingones.AndmorethananywhereelseinChina,delicacies54ontableinYunnanuse

alargeproportionoftheingredientsthatare55localandunavailableelsewhere.Inanagewhenpeoplecan

sampledelicaciesfrom56anywhereintheworldwithoutevenhavingtoleavehome,Yunnan57

usthatforarealtasteoflocalculinaryculture,sometimesyoujusthavetogotothesource.

7.（2023上•上海•高二校考期末）Directions:Fillineachblankwithaproperwordchosenfromthebox.Eachword

canbeusedonlyonce.Notethattherearetwowordsmorethanyouneed.

A.sponsorB.achieveC.presentedD.consciousnessE.isolated

F.acceptedG.enduringH.embarrassmentI.competing

Lifeisn'teasyforfamiliesofchildrenwithspecialneeds.Facedwithresponsibilityofafamilymember

requiringextraattentionandcare,manyfamiliesfeellonely,58andhopeless.Inmanycases,the

familiesfeelasenseof59becausetheirchildrenarenot“perfect”.ButTaiwanSunshinewantsto

changethat.

Foundedin2009,TaiwanSunshinebelievesthatallchildrenhavecharacteristicvalue,andbysupportingthe

familieswhocareforchildrenwithspecialneeds,itcanchangethe60understanding.Indoingso,it

hopestohelpthesechildrenbecomeusefulmembersofsociety.

TheTaipei-based,non-profitorganizationseekstofulfillthesegoalsinthreeways.First,itoffersin-school

programs,oftencenteredoneventslikeChristmas.Second,itdevelopsconferencesforuseinschools,churchesand

otherorganizations.Theseconferencesraise61oftheissuesthatfamilieswithspecial-needschildren

faceandencourageorganizationstodevelopprogramstosupportthesefamilies.Third,TaiwanSunshineworks

withothergroupstoputtogetherand62the“IAmaHeroGames”.

Duringthegames,childrencompeteindifferentathleticactivities,suchastheballthrowandrunningrace.

Whenchildrenaren't63,theyenjoyotheractivities,suchasplayingwithdogsfromalocaltherapy

program.Eachgameincludesaprize-awardingceremonyinwhichallthechildrenareformally64with

medalstocelebratetheiraccomplishments.

ThroughprogramsliketheHeroGames,TaiwanSunshineisworkinghardtomeettheneedsoffamilieswith

special-needschildren.

8.（2023上•上海•高二上海市育才中学校考期末）选词填空

A.criticalB.emotionallyC.escapeD.invisibleE.lackF.present

G.principalH.struggleI.sympatheticallyJ.troublesomeK.withdraw

Children'sAddictiontotheInternetinternetaddictionamongchildrenisagrowingconcern.Onlineaccess

isa(n)65partofthemodemworldandanimportanttoolintheeducationofourchildren.Inaddition,the

Internetisahighlyentertainingandinformativemedium.However,theseveryqualitiesalsomakeitafascinating

66fromrealityformanychildren.Theycanbeanyoneinanonlinechatroom,orplaythrillingand

challenginggamesagainstotherplayersfromallcomersoftheglobe.Withtheclickofamouse,theycanentera

differentworldwheretheproblemsoftheirreallifearenolonger67,andallthethingsonewishesheor

shecouldexperiencearepossible.

Likeaddictiontodrugsandalcohol,theInternetofferschildrenandadolescentsawaytoescapepainful

feelingsor68situations.Theysacrificeneededhoursofsleeptospendtimeonlineand69

fromfamilyandfriendstoescapeintoacomfortableonlineworldthattheyhavecreatedandshaped.

Childrenwho70rewardingornurturingrelationshipsorwhosufferfrompoorsocialandcoping

skillsareatgreaterriskofdevelopinginappropriateorexcessiveonlinehabits.Becausetheyfeelseparatedand

lonely,andhaveproblemsmakingnewfriends,theyturnto71strangersinonlinechatroomslooking

fortheattentionandcompanionshipmissingintheirreallives.Theymaycomefromfamilieswithsignificant

problems,andtheycopewiththeirproblemsbyspendingtimeonline.

Socially,theylearntomessagefriendsratherthandevelopface-to-facerelationship,whichimpactstheirway

ofrelatingtopeers.Asone72explained,C4TheInternetishurtingtheirabilitytoworkingroups.Our

teachers73togetthemtoparticipateinanykindofteamassignments;insteadtheywouldallrather

stareatthecomputer.WhenIobservethemtalkingtooneanotherinthehallway,Iseeyounggirlswhoaresocially

aggressiveorinappropriate,andIcan'thelpbutthinkthattheInternetissocializingtheminwaysthat74

preventstheirdevelopmentandmakesitdifficultforthemtodealwithothersintherealworld.9,

9.（2023上•上海•高二期末）Directions:Completethefollowingpassagebyusingthewordsinthebox.Eachword

canbeusedonlyonce.Notethatthereisonewordmorethanyouneed.

A.frequentB.confusingC.deeplyD.gesturesE.westernersF.signal

GapologiseH.immediatelyI.embarrassedJ.photosK.represents

Mostpeopleoftheworlddonotbow（鞠躬）toeachother,butJapanesepeopledo.Theyoftenbowwhenthey

meet.Menbowtomenandwomenbowtowomen.Menandwomenmaybowtoeachother,butusuallyonlyif

theydonotknoweachother.Theyoungerormorejuniorpersonbowsmore75thantheolder,ormore

seniorperson.TheJapanesealsobowtosay“thankyou“forsomething,orto76forsomething,orwhen

theysaygoodbye.

Schoolchildrendonotbowtoeachother.Schoolgirlssaygoodbyetoeachotherbywavingtheirhandsand

saying"bye-bye”.Schoolboysmaycopy77andpateachotheronthebackormake“highfives^^with

theirhands.

Manytypesofhand78havespecialmeanings.YoumayseeJapanesepeopleputtheirthumband

indexfingertogethertoformacircle.Thiscircle79acoinandthegestureisthesignformoney.To

80thatsomeoneiscrazy,theJapanesemovetheirhandsinacircularmotionabovetheirears.Afteracouple

ofturns,theyopentheirhandwiththeirfingerpointingup,andsay"Pah!"IftheJapanesewanttoindicate"me"

withoutusingwords,theypointtothemselvesbyputtingafingertotheirnoses,butwesternerswouldpointtotheir

chests.AllyoungJapanesechildrenlearntomakea"V"signwiththeirmiddleandindexfingerswhensomeone

takestheir81.InJapan,thissignmeans"peace”,butinEnglandthissignmeans“victory”.Tosay"No",

“Idon'tknow^^or"Idon'tunderstand”,Japanesepeoplewavetheirhandsinfrontoftheirfaces,soitmaybe

difficulttounderstandexactlywhatsomeonemeans.

Noddingoftheheadmayalsobe82.WhenJapanesepeoplenodtheirheads,itdoesnotmeanthey

agreewithwhatyouaresaying;itmeansthattheyunderstandwhatyouaresaying.Youmustalsobecarefulnotto

misunderstandasmile.WhentheJapanesesmiletheymaynotbehappy,infacttheymaybe83.

Asinmostcountriesintheworld,Japanesepeopleusealotofbodylanguage.Youwillunderstandsomeofit

84andsomeofitwillbeneworpuzzlingtoyou.

10.（2023上•上海奉贤•高二校考期末）Directions:Fillineachblankwithaproperwordchosenfromthebox.Each

wordcanbeusedonlyonce.Notethatthereisonewordmorethanyouneed.

A.monitorsB.risenC.nonprofitD.mostly

E.alarmsF.recoveredG.nonexistentH.amazingly

I.correspondingJ.respondedK.remote

USschoolsstruggletodealwithhoax（恶作剧）shootingsMoreandmoreUSschoolsareconfiscating（没收）

gunsfromstudentsandhavingtodealwithcallsfalselyreportingschoolshootings.

Thenumberofgunsfoundonstudentsinschoolsduringthefirsttwomonthsofthisschoolyearhas85

comparedwiththesametimeinthepasttwoyears,saysthenonprofitgroupGunViolenceArchive,which

86gunactivity.

Atleast220gunswereseizedlastmonthandinAugustin35states,comparedwith128atthesametimelast

year.Inthe87periodin2019,132gunswereconfiscated.Thenumberofgunsfoundin2020islikely

tohavebeenlowerbecauseitwasamidthepandemic,whenclasseswere88.

Atleast15gunswere89fromschoolsinBaltimore,Maryland,lastyear,saidSergeantClyde

BoatwrightoftheBaltimoreCitySchoolPoliceForce.Itwashigherthaninanyrecentyear.Thisschoolyearthe

departmenthasrecoveredtwoguns.Onewasusedwhenahigh-schoolstudentwasshotdeadoutsideaschool.

Theincreasingprevalenceofgunscomeswithanincreaseinwhathascometobeknownasswatting.Thisisa

hoaxinwhichsomeonecallsemergencyservicesandreportsa90crimetogetlawenforcement

officials,generallyaSWATteam,togotoanaddress.

OnWednesdaymanySanFranciscoBayAreahighschoolsreceivedactiveshooterhoaxcalls,adayafter

policeinFlorida91toswattingcallsatseveralhighschools.

Sinceearlylastmonthabout117hoaxeshavebeenreportedatschoolsin17statesandtheDistrictof

Columbia,saidtheNationalAssociationofSchoolResourceOfficers,a92groupforschool-based

lawenforcementprofessionals.

“Thesefalse93arefarfromharmless,9,saidMoCanady,theassociations9executivedirector.

“Theyalsodistractlimitedpublicsafetyresourcesfromothercommunityneedsandincreaseanxietyamong

studentsandothers.^^

Thecallshavebeenmade94fromhighschools,butalsomiddleandelementaryschools,

accordingtolocalnewsreports.Someofthecallsarehardtotracebecausetheyaremadefrominternetphone

numbers,lawenforcementexpertssaid.

11.（2023上•上海•高二上海交大附中校考期末）Directions:Completethefollowingpassagebyusingthewords

inthebox.Eachwordcanonlybeusedonce.Notethatthereisonewordmorethanyouneed.

A.presentB.featuresC.concernedD.reportedlyE.commercialF.stretchesG.overwhelming

H.exceptionallyI.routinelyJ.sparedK.broadcasts

Modemmediaisawashinadvertisingclutter（杂舌L）,andwho'stoblame?Modemaudiencesthathate

conventionalfull-lengthandfull-sizeads.

Today'sconsumersdon'tliketopayforcontent,whichoughttocreatearichenvironmentforadvertisers.Yet

thesesameconsumersarepronetoclickorturnawaywhenaconventionaladappears.Theresultisadclutter.

YouTube95acombinationoffull-lengthads,skippableads,lower-screenbannersanddisplayadson

thepagealongsideeachvideo.Newspapersthatonceconsideredthefrontpageimportantnow96runads

there.

Advertisersintegrateplugs（推销）intocontenttofrustratedigitalvideorecorders,whichallowviewersto

watchprogramsonadelayandskipregularcommercials.Ifyouwatchregionaltelecastsofbaseballgames,the

commercialclutterisso97.Adsarevisibleonthestadiumwallbehindthehome-plateumpire（裁判）.

On-screengraphicsincludesponsorlogos.Andeverythingisapaidplug—tcThiscalltothecoach'szoneisbrought

toyoubyVerizon.^^

AccordingtotheshowbizpaperVariety,severalstreamingservicesareabouttointroduceanewtwist:

commercialsthatstartrunningwheneveraviewerpausesaprogram.Huluintendstolaunchsuchadsthisyear.

ATT9sDirecTVandU-verseunitswill98usesimilartechnologytotriggerfull-motioncommercials

wheneveraviewertriestotakeabreak.

There9salotatstake.AccordingtoVariety,NationalFootballLeague（NFL）TVbroadcastsgeneratean

estimated$4.35billioninadrevenueduringthe17-weekregularseason.NFL99arenowloadedwithmini

commercialsthatpopupwhenthereisabriefpauseintheaction,oftenin“doubleboxes^^thatshowaviewofthe

fieldinoneframeanda(n)100intheother.

Interestingly,withno“screen“toworkwith,radioisonemediumthathastriedforsometimetobuckthe

trend.Manycommercialstationstradeclutterforclusters—thatis,asolidblockofcommercialsrunningfive

minutesormore,followedbylengthycommercial-free101oftime.

Butwhereverascreenisinvolved,oraprintedpage,adclutteris102everywhere.Programmersand

advertiserscan'treallybeexpectedtolimitthis;ifsafactofbusiness.Consumers,ontheother