ⅠThe list of gadgets that have been replaced by the smartphone is stunningly long—and growing. Who buys those anymore, now that a single phone can get the job done? But small electronics aren't the only entities being displaced in the mobile revolution. Media channels, including newspapers, magazines and television shows, are also suffering. Even Web surfing on our regular computers is taking a hit. So who cares if people watch less regular TV, read fewer printed publications and spend less time on the full-sized Web?

ⅡI will tell you who:advertisers. With all the traditional channels shrinking, how are advertisers supposed to reach customers? Banner ads on our devices are ugly and intrusive.

ⅢThere are other ways to advertise to an on-the-go digital audience. As the mobile era matures, we'll see more product placement in games, free apps and ads that respond to your current location. So far, though, advertisers and brands aren't doing much in these realms; they're wary of the technical challenges, haven't studied the effectiveness and don't want to infuriate potential customers.

ⅣTo overcome these various digital hurdles, the ad industry has been serving up a sneaky solution: make ads look less like ads—and more like the articles, videos and posts around them. An ad that matches the typeface, design and layout of the real articles feels less like a tacky intrusion. This trend, called native advertising, has taken over the Internet; even the Web sites of journalistic bastions such as the New York Times and the Wall Street Journal are incorporating it. Social-media companies have signed on as well. On Facebook and Twitter, every 10th item or so is an ad; only the subtle subtitle “Sponsored”, appearing in light gray type, tells you which posts are ads.

ⅤOverall, native ads have been a huge success. On NYTimes.com, readers spend as much time on the ads as on the articles. But won't dressing up ads to look like reported articles mislead people? Sometimes, yes. An Interactive Advertising Bureau study found that only 41 percent of general-news readers could tell such ads apart from real news stories.

ⅥAnd it's getting worse. Advertisers worry that the “Sponsored” label dissuades readers from clicking, so the labels are made smaller and less noticeable. Sometimes the labels disappear entirely. At a recent panel about the difficulty of advertising in the new, small-screen world, an ad executive told that she had gotten a musical performance seamlessly inserted into a TV awards show, without any moment of blackness before or after. But how, then, could viewers tell the ad apart from independently produced material? A fellow panelist rolled his eyes. “Oh, good grief. People are savvy. They know!” he responded.  

ⅦFor now native ads will remain all the rage—with no laws governing them and no labeling standard. But that could change; the Federal Trade Commission has begun considering regulation. In other words, if the new generation of digital advertisers don't clean up their act, someone else may clean it up for them.

1.gadget (ˈgædʒɪt) n. Gadgets, gadgets, gadgets

2. stunningly s'stʌnɪŋlɪ' ad. Shockingly

3.take a hit is affected and hit

4.shrink (ʃrɪŋk) v. Shrink, shrink

5.intrusive (ɪnˈtru:sɪv) a. Intrusive, disturbing

6.product placement implanted ads

7.realm (relm) n. Domain, scope

8.infuriate [ɪnˈfjʊərieɪt] v. Furious, errated

9.serve up provided

10.sneaky ˈsni:ki) a. sneaky, ghostly

11.typeface ['etpfes'] n.体

12.layout (ˈleɪaʊt) n. layout, layout

13.dress up dress up

14.tell A apart from B distinguishes A from B

15.dissuade (dɪˈsweɪd) v. dissuasion, blocking

16.ˈsi .mlɪslɪ.ad. There are no gaps

17.good grief Oh, my God! (expressing surprise, etc.)

18.all the rage is popular and stylish

19. .tacky ˈtæki.a. tacky, vulgar

20. sbation (ˈbæstiən) n. Fortress (refers to something that clings to a way of life, guidelines, etc.)

21. savvy savvy ˈsævi) a.  Shrewd

(The standard is the super-outline word)

Ⅰ①The list of gadgets that have been replaced by the smartphone is stunningly long—and growing. ②Who buys those anymore, now that a single phone can get the job done? ③But small electronics aren't the only entities being displaced in the mobile revolution. ④Media channels, including newspapers, magazines and television shows, are also suffering. ⑤Even Web surfing on our regular computers is taking a hit. ⑥So who cares if people watch less regular TV, read fewer printed publications and spend less time on the full-sized Web?

翻译：被智能手机所取代的小电子设备的清单长得惊人，而且还在继续增加。既然一部手机就能搞定这些功能，谁还会买那些小电子设备呢？但是小电子设备并非是在这场移动变革中被替代的唯一实体。包括报纸、杂志、电视节目在内的媒体渠道正遭受打击。甚至在普通电脑上浏览网页也受到影响。那么，谁会在意人们是否较少观看普通电视节目、较少Read.印刷出版物以及花较少的时间使用大屏电脑上网？

Comment: Paragraph I. Introduction background "Traditional media channels are deeply influenced by mobile change". The opening introduction of another affected "media channel" from one of the affected "small electronic devices" in the mobile revolution indicates that traditional media channels are shrinking due to the widespread use of mobile small-screen electronic devices. The main logical convergence is: (1) the first to five sentences point to two affected people in the mobile revolution, the first and second of which highlights the fact that small electronic devices (gadgets) are increasingly being replaced by smartphones and are replaced by question sentences (who... Now that... Explain why; the third sentence transition (But small electronics aren't the only entities... ), which leads to another affected person; the fourth and fifth sentences describe the impact on media channels, and are also suffering and is taking a hit are synonymed with re-recurrence. (2) The sixth sentence takes on the fourth and fifth sentences of questions (So who... ), to lead to the topic of this article "Advertisers face challenges, lead to new countermeasures" to pave the way. Watch less in sentence... read fewer..., spend less time ... Corresponding to the fourth and fifth sentences of the affected media channels newspapers, magazines and television shows, Web surfing on our regular computers, these media channels change one by one. (3) In the third sentence of this paragraph, small electronics (small electronic devices) correspond and clarify the gadgets (gadgets, gadgets) in the first sentence; With So who cares... There is a formal correspondence that reflects the similar experience of the two affected persons.

Ⅱ①I will tell you who:advertisers. ②With all the traditional channels shrinking, how are advertisers supposed to reach customers? ③Banner ads on our devices are ugly and intrusive.

Translation: I'll tell you who cares: Advertiser. With all traditional channels shrinking, how do advertisers push ads to consumers? Banner advertising on mobile devices is ugly and feels violated.

Comment: Segment II. Enter the theme "Traditional advertising channels are shrinking and advertisers are facing challenges". First answer the last sentence of the last paragraph of the question, the introduction of the subject of this article "advertisers", and then pointed out that the current advertising industry situation is not optimistic, advertisers face challenges. The main logical convergence is: (1) the first sentence to answer the last sentence of the question, into the topic of this article. (2) The second and third sentences summarize the disadvantages faced by advertisers. In response to the fourth and fifth sentences of the above paragraph, Banner ads on our devices are ugly and intrusive adds that "certain forms of advertising are ugly and repugnant", i.e. advertisers can easily opt for this form of advertising, and in order to solve the current predicament, they must think other ways to lead to the following "new forms of advertising".

Ⅲ①There are other ways to advertise to an on-the-go digital audience. ②As the mobile era matures, we'll see more product placement in games, free apps and ads that respond to your current location. ③So far, though, advertisers and brands aren't doing much in these realms; they're wary of the technical challenges, haven't studied the effectiveness and don't want to infuriate potential customers.

Translation: There are other ways to advertise to mobile electronic viewers. As the mobile age matures, we'll see more implantable ads in games and free apps, as well as ads sent based on your current location. So far, however, advertisers and brands have not made much of a big move in these areas, fearing technical challenges, not studying their effectiveness, and not wanting to anger potential users.

Comment: Segment III. Points out the forms of advertising used by advertisers today and the problems faced by such mobile advertising. First, the above paragraph points out that advertisers have other ways to advertise to mobile electronic viewers, then gives examples of "implanting ads in games and free applications, sending ads based on the user's current location", and finally, the turning point is that advertisers have not yet made a big move in this mobile device advertising, they are worried about technical difficulties, have not studied its effectiveness, and are afraid of angering potential users. The main logical convergence is: (1) the first two sentences of the commitment to point out that in the current mobile era, advertisers have other forms of advertising. There are other ways to advertise... With we'll see more product placement... And ads that embodies the "always-example" relationship between the two sentences; an on-the-go digital audience corresponds to the mobile era, showing the characteristics of the mobile age advertising audience "anytime, anywhere." (2) The third sentence of the transition (though) pointed out that advertisers have not yet vigorously explored the field of mobile device advertising, and gave a reason (they're wary of...) Haven't studied... and don't want to... )。 These realms respond to the first sentence There are other way to advertise to an on-the-go digital audience.

Ⅳ①To overcome these various digital hurdles, the ad industry has been serving up a sneaky solution: make ads look less like ads—and more like the articles, videos and posts around them. ②An ad that matches the typeface, design and layout of the real articles feels less like a tacky intrusion. ③This trend, called native advertising, has taken over the Internet; even the Web sites of journalistic bastions such as the New York Times and the Wall Street Journal are incorporating it. ④Social-media companies have signed on as well. ⑤On Facebook and Twitter, every 10th item or so is an ad; only the subtle subtitle “Sponsored”, appearing in light gray type, tells you which posts are ads.

Translation: To overcome this series of digital barriers, the advertising industry has come up with a hidden way to make ads less like ads - making them more like articles, videos, and posts created around the ad. An ad that matches a real article in font, design, and typography makes people less likely to feel violated by vulgarity. The trend, known as native advertising, has taken over the Internet and is being embraced even by websites that serve as bastions of journalism, such as the New York Times and the Wall Street Journal. Social media companies are already among them. About one-tenth of posts on Facebook and Twitter are ads; Sponsorship prompts you on which are advertising posts.

点评：段Ⅳ介绍“原生广告”并指出其已经占据互联网，取得显著效果。首先承接上段末句“移动设备广告面临各种问题而未被大力开拓”引出另一种广告新方式“原生广告”，指出其特点是“将广告融入文章、视频或帖子中，具有更强的隐蔽性和迷惑性”；随后指出原生广告已经占据互联网，为各大网站所接受。主要逻辑衔接是：①本段以To overcome ...the ad industry has been serving up a sneaky solution...This trend, called native advertising has taken over the Internet...串起全段内容。②首两句先行说明一种新的广告形式及其特点，设置悬念。make ads look less like ads—and more like the articles, videos and posts around them点明这种广告形式有别于传统的赤裸裸营销，而是将广告融入其表现形式当中；feels less like a tacky intrusion则指出这种广告形式给观众的心理感受“使人不太会有被低俗侵犯的感觉”，也即这种广告形式容易为人们所接受。③第三至五句说明这种广告形式的广泛应用。第三句中This trend, called native advertising总结上文并提出“原生广告”的概念，解开悬念。has taken over the Internet总说其应用之广泛，随后以even the Web sites of journalistic bastions/Social-media companies/ On Facebook and Twitter/ every 10th item or so is an ad予以具体说明。④第五句中only the subtle subtitle...in light gray type, tells you which posts are ads指出原生广告混在真正的文章或帖子中，不易被人注意，凸显其隐蔽性的特点。⑤首句中sneaky（doing things in a secret and often dishonest or unfair way“偷偷摸摸的、鬼鬼祟祟的”）一方面说明这种广告形式的特点“隐蔽性、伪装性”，另一方面暗含作者对其不Praise.同的态度。

ⅤOverall, native ads have been a huge success. On NYTimes.com, readers spend as much time on the ads as on the articles. But won't dressing up ads to look like reported articles mislead people? Sometimes, yes. An Interactive Advertising Bureau study found that only 41 percent of general-news readers could tell such ads apart from real news stories.

Translation: Overall, native advertising has been a great success. On the New York Times website, readers spend as much time reading ads as they do reading articles. But wouldn't overpacking ads like news reports mislead people? Sometimes it does mislead people. A study by the U.S. Bureau of Interactive Advertising found that only 41 percent of regular news readers were able to distinguish between such ads from real news stories.

Comment: Segment V. comments on the great success of the original advertisement, while pointing out that it is easy to mislead the audience. First of all, the summary points out that the native advertising has achieved great success, and then the turning point shows that the problems of the native advertisement are "easy to mislead the audience" and are explained by the data. The main logical convergence is: (1) the five sentences of this paragraph are carried out according to the logic of "summarizing and affirming the success of the original advertisement (first and second sentences) - turning to point out that the problem is 'easily misleading to the audience' (third to fifth sentences). (2) In the third sentence, dressing up ads to look like reported articles refer back to the first sentence native ads, and anthropomorthic "dress up the ads" once again illustrates the camouflage of the original ads. In the fifth sentence only 41 percent of general-news readers can tell such ads apart... Explain the deceptive nature of native ads by citing official data.

ⅥAnd it's getting worse. Advertisers worry that the “Sponsored” label dissuades readers from clicking, so the labels are made smaller and less noticeable. Sometimes the labels disappear entirely. At a recent panel about the difficulty of advertising in the new, small-screen world, an ad executive told that she had gotten a musical performance seamlessly inserted into a TV awards show, without any moment of blackness before or after. But how, then, could viewers tell the ad apart from independently produced material? A fellow panelist rolled his eyes. “Oh, good grief. People are savvy. They know!” he responded.  

Translation: And the situation is getting worse. Advertisers worry that "by ... Sponsorship"s tags make readers reluctant to advertise, so they are designed to be smaller and less obvious. Sometimes the label disappears completely. At a recent discussion about the challenges facing the advertising industry in the new era's small-screen world, an advertising manager said she seamlessly implanted a musical performance into a TV awards show without any flaws before or after the performance. But how can readers distinguish between advertising and independently produced content? One panellist turned his eyes and replied, "Oh, my God." Everyone is smart, they all understand."

Comment: Paragraph VI. By explaining the facts, examples and citations, it is pointed out that native advertising is becoming more and more deceptive. First, it's worse, then it's specific, "The labels that distinguish between advertising and non-advertising are getting smaller and even disappear altogether; an advertiser seamlessly implants music into a TV awards show without any flaws"; and finally, the author asks, "How does the audience distinguish between advertising and truly independent content?" "The audience is smart, they all understand," he said, quoting people involved. The main logical convergence is: (1) the seven sentences of this paragraph are expanded according to the logic of "general (first sentence) - specify (second, third, factual, fourth sentence, example) " commentary (fifth to seventh sentence). (2) The first sentence, And it's getting worse. "Only 41% of ordinary news readers can distinguish between real news and advertising" at the end of the last paragraph, indicates that the situation continues to deteriorate. (2) The second and third sentences, as in the fifth sentence of the fourth paragraph, illustrate the fact that the marked words used to distinguish between advertising and non-advertising are becoming smaller or even disappearing, highlighting the increasing difficulty of the audience or readers in distinguishing between advertisements and real articles, i.e. the increased concealment of advertisements. (3) The fourth sentence illustrates that primary advertising is not limited to the Internet, there may be various forms of implanted advertising in real life, and the audience is not all aware of, once again highlighting the hidden and deceptive nature of native advertising. (4) The author of the fifth sentence asks the question "How does the audience distinguish between advertising and independently produced content", and the sixth and seventh sentences quote the relevant person to answer. A fellow panelist for the fourth sentence at a recent panel out... He responded ostensibly to answer the previous questions, but satirized the panellists and advertisers for their collusive efforts to implant advertisements in various forms, deceive the audience, while deceiving themselves and refusing to admit their deception.

Ⅶ①For now native ads will remain all the rage—with no laws governing them and no labeling standard. ②But that could change; the Federal Trade Commission has begun considering regulation. ③In other words, if the new generation of digital advertisers don't clean up their act, someone else may clean it up for them.

Translation: At present, native advertising will be popular for a while - there is no law and labeling (use) standards to regulate them. But that could change; the Federal Trade Commission is already considering a regulatory regime. That is, if a new generation of digital advertisers can't regulate their behavior, there may be others to regulate them.

Comment: Paragraph VII. Summary points out that digital advertisers are about to face strict scrutiny and regulation. First step back to point out that the original advertising temporarily without the relevant laws and labeling standards, will continue to be popular, and then turn to the relevant departments are already considering the introduction of a management system, digital advertisers will soon be subject to strict scrutiny, it is best to regulate their own behavior. The main logical convergence is: (1) the first sentence first step back to point out the temporary development of native advertising (For now... remain all the rage), with no laws governing them and no labeling standard explain why. (2) The second and third sentences of the transition (but) indicate that the situation will change, the FTC has considered regulatory measures, digital advertisers are best to regulate their own behavior. In other words embody a side-by-side description relationship between two sentences.