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发布时间：2006-07-17 09:33     点击：

Part II Reading comprehension (35 minutes)

Passage One

It’s a brand new world --- a world built around brands. Hard-charging, noise-making, culture-shaping brands are everywhere. They’re on supermarket shelves, of course, but also in business plans for .com startups and in the names of sports complexes. Brands are infiltrating (渗透)people’s everyday lives --- by sticking their logoes (商标) on clothes, in concert programs, on subway –station walls, even in elementary school classrooms . We live in an age in which CBS newscasters wear Nike jackets on the air, in which Burger King and McDonald’s open kiosks(小亭) in elementary school lunchrooms, in which schools like Stanford University are endowed with a Yahoo! Founders Chair. But as brands reach (and then overreach) into every aspects of our lives, the companies behind them invite more questions, deeper scrutiny—and an inevitable backlash(强烈反应) by consumers.

“Our intellectual lives and our public spaces are being taken over by marketing ---and that has real implications for citizenship,” says author and activists Naomi Klien. “It’s important for any healthy culture to have public space--- a place where people are treated as citizens instead of as consumers. We’ve completely lost that space.

Since the mid-1980s ,as more and more companies have shifted from being about products to being about ideas – Starbucks isn’t selling coffee; It’s selling community!----those companies have poured more and more resources into marketing campaigns.

The massive expansion of marketing campaigns in the 1980s coincided with the reduction of government spending for schools and for museums. This made those institutions much too willing, even eager, to partner with private companies. But companies took advantage of the needs of those institutions, reaching too far, and overwhelming the civic space with their marketing agendas.

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