历年考研英语外刊常考热点：加州放Uber的零工经济一条生路

　　考研英语学习对于大多数人来讲是一件非常头疼的事，特别是考研阅读，生词多，句式复杂，语法生涩让很多同学叫苦不停。其实考研英语中90%的文章基本来源于Times、纽约时报、科学杂志、自然杂志等时文外刊杂志。今天好轻松考研小编给大家带来了历年考研英语外刊常考热点：加州放Uber的零工经济一条生路，希望对大家有帮助哦。

　　原文标题：Where Did All the Advertising Jobs Go?

　　主要亮点：文章话题为重大新现象；结构紧凑、层次清晰；用词不难但涉及关系颇多，有一定深度和理解难度

　　Part 1原文

　　Ⅰ For the first time on record, the number of advertising-specific jobs in the U.S. is declining in the middle of an economic expansion, according to government data.

　　Ⅱ   What’s going on? It’s certainly not a case of fewer advertisements. The typical American has gone from seeing about 500 ads each day in the 1970s to about 5,000 today, according to a common industry statistic. That is one corporate message for roughly every 10 seconds of waking life. Instead, the mysterious decline can be explained by two developments.

　　Ⅲ First, there are Facebook and Google. They are the largest advertising companies in the world—and, quite likely, the largest in the history of the world. Last year, 90 percent of the growth of the digital-advertising business went to just these two firms. Facebook and Google are so profitable because they use their enormous scale and data to deliver targeted advertising at a low cost. This has forced the world’s large advertising firms to preserve their profitability through a series of mergers, accompanied by jobs cuts in the name of efficiency.

　　Ⅳ The emergence of an advertising duopoly has coincided with the rise of “programmatic advertising,” a term that essentially means “companies using algorithms to buy and place ads in those little boxes all over the internet.” As any Mad Men fan might intuit，advertising has long been a relationship-driven business, in which multimillion-dollar contracts are hammered out over one-on-one meetings, countless lunches, and even more-countless drinks. With programmatic technology, however, companies can buy access to specific audiences across several publishing platforms at once, bypassing the work of building relationships with each one. That process produces more ads and requires fewer people—or, at least, fewer traditional advertising jobs and more technical jobs.

　　Ⅴ  Second, there is the merging of the advertising and entertainment businesses. As smartphone screens have edged out TV as the most important real estate for media, companies have invested more in “branded content”—corporate-sponsored media, such as an article or video, that resembles traditional entertainment more than it does traditional advertising. Some of the most prominent names in journalism, such as The New York Times, BuzzFeed, Vice, and The Atlantic, are owned by companies that have launched their own branded-content shops, which operate as stand-alone divisions. As many media companies have tried to become more like advertising companies, the value of the average “creative-account win,” an ad-industry term for a new contract, has declined, falling by about 40 percent between 2016 and 2017.

　　Ⅵ  So there are two major themes of the decline of advertising jobs, one that has to do with the companies that now create them and one that has to do with the way brands prefer to market themselves nowadays. In short, the future of the advertising business is being moved to technology companies managing ad networks and media companies making branded content—that is, away from the ad agencies.

　　Part 2长难句语法点拨

　　As smartphone screens have edged out TV as the most important real estate for media, companies have invested more in “branded content”—corporate-sponsored media, such as an article or video, that resembles traditional entertainment more than it does traditional advertising.

　　本句主干是companies have invested more in “branded content”，as 引导了伴随方式状语，“随着智能手机屏取代电视机成为最重要的媒体不动产”，branded content后接了同位语和定语从句作补充和解释，that引导的定语从句中，有一个比较级，resemble AA more/ that it does BB，此处用does代替resemble，使用语更为简洁。

　　Part 3写作句型借鉴

　　For the first time on record,

　　有史以来次

　　原文例句：For the first time on record, the number of advertising-specific jobs in the U.S. is declining in the middle of an economic expansion, according to government data.有史以来次，美国广告业工作数量在经济扩张的进程中却与日减少，政府数据如是显示。政府们痴迷于高等教育，将其视为促进社会流动和经济增长的途径。

　　The emergence of AA has coincided with the rise of BB.

　　AA是伴随BB的兴起而出现的。

　　原文例句：The emergence of an advertising duopoly has coincided with the rise of “programmatic advertising,” a term that essentially means “companies using algorithms to buy and place ads in those little boxes all over the internet.”广告双巨头是伴随“程序性广告”的兴起而出现的。“程序性广告”这一术语本质上是指“公司使用算法购买广告，并将其投放在遍布互联网的小盒子（计算机）中。”

　　There are two major themes of XX, one that has to do with AA and one that has to do with BB.

　　XX有两大主题。一个涉及AA，另一个涉及BB.

　　原文例句：So there are two major themes of the decline of advertising jobs, one that has to do with the companies that now create them and one that has to do with the way brands prefer to market themselves nowadays.所以，广告工作的减少有两大主题。一个涉及现在正在创造它们的公司，另一个涉及近来品牌更青睐的自我营销方式。

　　今天好轻松考研小编整理的历年考研英语外刊常考热点：加州放Uber的零工经济一条生路就到这里了，希望大家能在题目与答案中找到解题思路。