GRE阅读练习：英国应用的竞选策略利弊.docxVIP

Word文档下载后（可任意编辑） 第 第 PAGE 1 页 共 NUMPAGES 1 页 GRE阅读练习：英国应用的竞选策略利弊 GRE阅读训练：GRE阅读练习：英国应用的竞选策略利弊 GRE考试精品课程指导  The prosand cons of Britains favourite political campaign tactic  英国应用最 广政治竞选策略之利弊  “WHOreally runs this country?” UKIP poses that question on a poster that is part ofits campaign for next months European elections. The illustration—the EUsgolden stars burning through the British union flag—provides the answer. Itdoes not have the ring of the Tories “Labour isnt working” billboard, whichhelped elect Margaret Thatcher in 1979. But the tactic is similar: blanket thecountry with posters and let the votes roll in. They will be visible from themoon, promises Paul Sykes, a tycoon who is paying for them.  “谁才真正经营这个国家?”英国独立党在一张宣传海报上抛出了这个问题，而这只是他们为下个月英国大选所做准备中的一部分。海报上的配图-象征欧盟的金星在英国工会旗帜上闪耀-为这个问题提供了答案。1979年，保守党为撒切尔夫人制作的广告“工人没在工作”(双关语：工党没有起到作用)使其如虎添翼，如今这则广告无法复制当年的广告效应。但是策略却是大同小异的：用铺天盖地的海报淹没整个国家，让源源不断的选民滚滚而来。“海报在月球上都看得见”保罗·赛克斯信誓旦旦道，因为这个金融大亨为此投资巨大。  The onlyform of political advertising allowed on British television is the partypolitical broadcast—stilted affairs watched by few. So politicians spread theword with leaflets, posters and junk mail. In 2010 they spent 7m on outdooradvertising, nearly a third of total political ad spending, according toNielsen, a market-research firm. Scottish nationalists, flush with cash from alottery-winning couple, will do battle by billboard in the run-up to thisSeptembers independence vote.  英国广电唯 一授权的政治宣传形式只有政党政治广播，其乏味的内容让观者寥寥。所以政客们改变策略，利用传单、海报甚至垃圾邮件进行宣传。根据市场研究公司尼尔森的数据，2010年，政客们花了700万英镑(约合1100万美元)用于户外宣传，几乎是政治宣传总花费的三分之一。由于得到了一对中奖夫妇丰厚的现金资助，苏格兰民族党将会在广告牌首先开火，为今年九月的独立投票助跑。  Is thiswise? For most products, outdoor advertising is “the worst-performing of alloffline media”, says Ian Fermor of Ebiquity, a company that measures suchthings. Defenders of the medium say this ignores the potential for longer-termbrand building. But parties increasingly take Ebiquitys view. Labour willfocus its spending on grassro