2020年高考英語外刊時(shí)事命題閱讀理解

1、Game Changers of E-Commerce“李佳琦們”直播“帶貨”成為電商平臺(tái)購物新趨勢(shì)LI JIAQI knows how to get an audience s attention. “All you girls! Algirls! th”e 27-year-old shouts during his live-streaming marathon the Sunday evening ahead of this year s Double Eleven Shopping Festival.Over the next six hours, Li presents a mix

2、of products to his viewers, ranging from facial essences（ 精華 ） to velvet （ 天鵝絨 ） pillows. Each time, he briefly introduces the new item and then follows up with a direct sales pitch （ 話 術(shù)）:“Buy it ju st buy it! It looks super, super, super good!”Li lsive stream appears simple and low-budget compared

3、 with Taylor Swift hseadline show at the evening party. However, the online influencer probably had a greater impact on this year s festival than the American pop8More than 36 million people tuned in to watch Li sell his wares that evening. In the month leading up to the shopping festival, Li psromo

4、tion drove over one billion yuan in sales on Taobao Live.Companies have been using online influencers to promote products on Chinese e-commerce platforms for a few years now. In 2018, Taobao Live had a turnover （ 營業(yè)額 ） of over 100 billion yuan, a 400 percent increase over the previous year. The popu

5、larity has continued to grow over the past 12 months.The rise of commercial live streaming is partly based on convenience. Consumers can buy any product during live streaming with just a couple of taps and swipes （刷）. Without live streaming features, they may call off the purchase if an item descrip

6、tion does not provide enough information.Women aged between 25 and 35 make up the majority of live stream viewers. They see the live-streamer as a powerful influencer as well as a peer they can trust. Buying products based on the recommendations of those they have been following for some time is a c

7、hoice they have learned to trust.When all else fails, nothing beats discounts. To attract a larger customer base, brands will surprise viewers with limited-time discounts or lucky draws （ 幸運(yùn)抽獎(jiǎng) ） . Those tricks help to persuadeconsumers to shop through live streaming as they are guaranteed to buy pro

8、ducts with better deals.Despite that, several gaffes（ 失態(tài)行為 ） have emerged recently in whichlive-streamers were accused of misleading consumers by promoting overrated products. Li himself was involved in an embarrassing incident. He attempted tofry an egg on a “ nonstick pan ” during a live stream, o

9、nly to find the egg glued t the bottom of the pan.For now, there is ambiguity （ 不明確 ） over how live-streamers should takeresponsibility for their broadcasts. However, consumers are quick to make recommendations and do my own research instead of making the purchase straightaway, ” said an online cons

10、umer.judgements.I don t plan towsatotcphing Li lisve streams, but Ill check hisSciencemag）1. According to the article, which of the following statements about Taobao Live is true?A. It is the first e-commerce platform launched in China.B. It sold 20 billion yuan worth of product in 2017.C. It is tar

11、geted at middle-aged Chinese women.D. It has gained in popularity since last yearEleve n.s Double2. According to the article, why does live streaming work so well inselling a product?A. B. C. D. Because e-commerce platforms are strictly supervised by the government. Because detailed information abou

12、t the product is provided during livestreaming. Because influencers are believed to make an honest evaluation of the product. Because consumers are usually able to buy the product at a lower price.3. What can we infer from the article?A. Li Jiaqi became an online influencer of international fame aft

13、er this， year s DoubEleleven.B. Commercial live streaming has discouraged consumers from making impulse purchases.C. Recent live-streaming gaffes might urge the government to pay moreattention to e-commerce platforms.D. Li Jiaqi might have lost a large number of followers after he failed to promote

14、a so-called nonstick pan.譯文：李佳琪知道如何引起觀眾的注意。 “你們所有的女孩！你們所有的女孩！這位 27 歲的年輕人在今年雙十一購物節(jié)之前的周日晚上的直播中大喊大叫。在接下來的六個(gè)小時(shí)中，李佳琪向觀眾展示了一系列產(chǎn)品，從面部精華到天鵝絨枕頭。每次，他都會(huì)簡要介紹新商品，然后跟著直接推銷： “買， 買！ 看起來超級(jí)好，超級(jí)好！”與晚宴上泰勒斯威夫特的頭條新聞相比，李佳琪的直播顯得簡單且預(yù)算低。但是，與美國流行歌星相比，在線影響者對(duì)今年的音樂節(jié)影響可能更大。當(dāng)晚有超過3600 萬人收看李佳琪出售他的商品。在購物節(jié)的前一個(gè)月，李佳琪的促銷帶動(dòng)了淘寶直播的銷售額超過10 億

15、元。幾年來，公司一直在使用在線影響者在中國電子商務(wù)平臺(tái)上推廣產(chǎn)品。2018 年，淘寶直播的營業(yè)額超過1000 億元人民幣，比上年增長400 。在過去的 12 個(gè)月中，受歡迎程度持續(xù)增長。商業(yè)實(shí)時(shí)流媒體的興起部分是基于便利性。消費(fèi)者只需輕點(diǎn)幾下即可在直播期間購買任何產(chǎn)品。如果沒有實(shí)時(shí)流功能，則如果商品說明不能提 供足夠的信息，他們可能會(huì)取消購買。直播觀眾中，年齡在25 至 35 歲之間的女性占大多數(shù)。他們將直播者視為強(qiáng)大的影響者以及可以信任的同伴。根據(jù)已遵循一段時(shí)間的建議購買產(chǎn)品是他們學(xué)會(huì)信任的選擇。當(dāng)所有其他方法都失敗時(shí)，沒有比折扣更重要的了。為了吸引更大的客戶群，品牌將通過限時(shí)折扣或幸運(yùn)抽獎(jiǎng)

16、為觀眾帶來驚喜。這些技巧有助于說服消費(fèi)者通過實(shí)時(shí)流媒體購物，因?yàn)榭梢员ＷC他們以優(yōu)惠的價(jià)格購買產(chǎn)品。盡管如此，最近還是出現(xiàn)了幾種失態(tài)行為，其中流媒體直播者被指控通過宣傳高估產(chǎn)品來誤導(dǎo)消費(fèi)者。李佳琪本人卷入了一場尷尬事件。他嘗試在直播中在“不粘鍋”上煎雞蛋，卻發(fā)現(xiàn)雞蛋粘在鍋底。目前，直播者應(yīng)如何對(duì)自己的廣播承擔(dān)責(zé)任尚不明確。但是，消費(fèi)者很快就會(huì)做出判斷。一位在線消費(fèi)者說：“我不打算停止觀看李佳琪的直播，但我會(huì)檢查他的建議并進(jìn)行自己的研究，而不是直接進(jìn)行購買?！北尘靶畔ⅲ篖ive advertising'Live+E-mall+Wanghong' is a new advertisi

17、ng mode in Wanghong economy.This kind of advertising mode can create a platform for followers and audiences to communicate with Wanghong. The advertising can be integrated into the content of program like a placement, so the advertising is easier to be accepted by customers. For example, in 2016, Ba

18、icaowei （ 百草 味 ）, a snack company, compared with sales in the last year, increased 5 times sales during the 618 shopping festival, because they cooperated with a famous Wanghong called Shenman （沈曼 ） who is from YY, one of largest live platforms in China.610/5000 直播打廣告“ Live + E-mall + Wanghong ”是網(wǎng)紅經(jīng)濟(jì)中一種新的廣告模式。 這種廣告模式可以為追隨者和受眾創(chuàng)建一個(gè)與網(wǎng)紅進(jìn)行交流的平臺(tái)。 廣告可以像展示位置一樣集成到程序的內(nèi)容中，因此廣告更容易被客戶接受。 例如，2016 年，一家零食公司百草味與618 年購物節(jié)期間的銷售額相比增長了 5倍，這是因?yàn)樗麄兣c來自YY,中國最大的直播平臺(tái)之一。單詞：1. accuse v. （ sb. of doing sth.） to