2014高考英语阅读理解培优二轮精品题21.docVIP

2014高考英语阅读理解 阅读理解 The next decade will witness the most important changes in the way we consume sport since the appearance of mass audience television in the 1950s. The development of media channels such as satellite and cable television, the internet and mobile telephones has broken the traditional free television model in every advanced economy. Well managed sports will remain valuable content and many will continue to grow. Forward thinking governing bodies will grasp the opportunity by repackaging their sports to adapt to the new broadcast landscape. Others will not. Brand marketers have seen the effectiveness of the traditional TV sport advertising fall over the last twenty years as audiences for free to air television fall year by year. The growth of sponsorship（赞助）as a marketing tool is one result. However, sport must compete for the sponsor dollar with other forms of content such as music, the arts and culture and cause-related marketing, each of which offers a powerful choice. At the same time some of sports biggest marketers, the soft drink, beer and fast food companies, will come under growing pressure from social and political pressure groups concerned about levels of obesity（肥胖）, over drinking and anti-social behavior that have become such a part of modern life. Companies such as McDonalds, Coca Cola and Budweiser face calls to cut its ties with sport, which will be popular over the next decade. Are we facing a ban on soft drink sponsorship similar to that of tobacco? Certainly, the removal of hundreds of millions of sponsorship dollars from the sports economy worldwide would have destructive influence. This report analyses the threat, seeking comparisons with the strategy employed by the tobacco abolitionists（废除主义者） a decade ago. 1．Which of the following does NOT affect traditional television model? A．Cable television. B．The internet. C．Mobile phones. D．Mass audience television 2．What can we infer from the second paragraph? A．Sponsorship lead