問題詳情

四、閱讀測驗【請在下列各題中選出最適當的答案】第一篇：In the era of Facebook and YouTube, brand building has become a vexing challenge. This is not how things weresupposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding. They hiredcreative agencies and armies of technologists to insert brands throughout the digital universe. Viral, buzz, memes, stickiness,and form factor became the lingua franca of branding. But despite all work done, such efforts have had very little payoff.As a central feature of their digital strategy, companies made huge bets on what is often called branded content. Thethinking went like this: Social media would allow your company to leapfrog traditional media and forge relationshipsdirectly with customers. If you told them great stories and connected with them in real time, your brand would become a hubfor a community of consumers. Businesses have invested billions pursuing this vision. Yet few brands have generatedmeaningful consumer interest online. In fact, social media seems to have made brands less significant. What has gonewrong?To solve this puzzle, we need to remember that brands succeed when they break through in culture. And branding is aset of techniques designed to generate cultural relevance. Digital technologies have not only created potent new socialnetworks but also dramatically altered how culture works. Digital crowds now serve as very effective and prolific innovatorsof culture—a phenomenon called crowd-culture. Crowd-culture changes the rules of branding—which techniques work andwhich do not. If we understand crowd-culture, then, we can figure out why branded-content strategies have fallen flat—andwhat alternative branding methods are empowered by social media.Those who are known as cultural innovators of crowd-culture are now so effective at producing creative entertainmentthat it’s impossible for companies to compete. While crowd-culture has threatened and aggressively challenged conventionalbranding models, it actually makes an alternative model—cultural branding—even more powerful. In this approach, brandscan collaborate with crowd-cultures and champion their ideologies in the marketplace.
41. What is the main idea of the passage?
(A)Crowd-culture is the subculture developed exclusively for new forms of entertainment.
(B)Fusing in crowd-cultural branding creates a new synergy for social media branding.
(C) Traditional branding efforts can be more effective as long as they are digitalized.
(D) Social media have become a disruptive force for traditional media.

參考答案

答案：B
難度：適中0.5
統計：A(1),B(5),C(1),D(3),E(0)

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