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　　常見話題之一 媒體廣告

　　How Useful is Advertising?

　　One possibility that’s disturbing for people who work in the media but probably worthy of being taken more seriously is that the reason ad rates for web ads are so low is that advertising is actually much less effective than people have historically thought, and the greater measurability associated with web advertising is just revealing that fact. Check out, for example, this Ecocomics discussion of Spider-Man’s short-lived efforts to advertise on his own behalf:

　　點睛：

　　開頭第一句就用了but 鏈接兩個簡單句，that's disturbing 和 worthy of being 遙相呼應，都起到了修飾possibility 的作用，表示有這樣一個讓媒體工作人員煩惱并且值得被關注的可能性。

　　同時probably 一詞用的相當巧妙!體現了學術類作文的嚴謹性，值得烤鴨們借鑒。

　　第一句話中到第二行 is that 才出現了真正的動賓: one possibility is that ..., 有沒有一種回到了雅思閱讀的感覺?全篇長難句往往一句話好幾行，連主謂賓都找不到?所以平時閱讀的時候注意培養語感對寫作也是百利而無一害。

　　much less effective 和 the greater measurability 很自然的運用到了比較級，網絡廣告的廣告價格過低是為什么呢?很顯然，網絡廣告比較傳統廣告效率更低下，后面的 greater measurability 在用詞上精準并且前后呼應，網絡廣告的效果可以更好的被量化，而量化后的數據證實了這一點。

　　However, it is not likely that advertising and branding would have really altered public perception of the WebCrawler. A recent study (not sure if there is an ungated version) by Robert C. Clark of Harvard University examined a panel data set of advertising expenditures for over 300 brands in order to determine the effect on both brand awareness and perceived quality. The overall results suggest that advertising expenditures have a significant effect on awareness but no significant effect on perceived quality.

　　點睛：

　　WebCrawler 搜索引擎、網絡爬蟲

　　ungated 閉塞的

　　not sure if 十分學術的用詞，增加了舉例的精確性

　　The overall results 很好的起到了cohesive device 的作用，銜接了此前的 a recent study，表示是study's results, 巧妙地避免了用詞的重復。

　　There does, however, seem to be a noted distinction once measuring the effects for different categories of products. For example, expenditures for the fast food industry had a marginal effect of 0.0144 on brand awareness and a marginal effect of 0.000727 on perceived quality (which is pretty large compared to the rest of the categories).

　　點睛：

　　There does, however, seem to be... 將 however 作為插入語起到轉折作用，很好地防止了與上一段以 however 開頭的重復，同時又不失轉折之意，保持了全文的連貫性。

　　There are some markets where upping awareness while not impacting perceived quality can be very useful. This is, I think, why car insurance constitutes such a large proportion of TV advertising. But in general, i strikes me as telling that ad agencies have historically invested a lot of energy in “wooing” clients and relatively little in developing useful metrics of their own success.

　　點睛：

　　upping 上升的

　　while not impacting 用詞非常地道，accurate and flexible, 是雅思9分的寫法，值得模仿。一般而言，基礎好一點的同學能夠用動詞ing 形式修飾之前的名詞，但是很少會有人想到在這之前再加一個副詞做限定，考試時候如果能這樣活學活用一定可以閃瞎考官的大眼睛。

　　I think, 作為插入語，豐富了句式，簡單好學。感受下 "This is, I think, why..." VS I think that this is the reason that"，盡管后一句多了幾個字顯得比較厚重，但是不精練不復雜，沒有任何特色。

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