unit 3 Text A 第三第四段翻译成汉语。 Here’s a vivistitial example you’ve probably already experienced: Captivate Network. Now a unit of Gannett, Captivate is a decade-old company that quietly delivers more advertising impressions to an affluent urban professional demographic than USA Today and CNBC combined. It does this by displaying specialized video programming on screens mounted in the elevators of upscale office buildings. The inspiration behind it was the recognition that elevator rides are dead air—and sometimes even pain points—in people’s lives. Elevators are socially awkward environments that fail to promote human interaction; they induce otherwise self-assured individuals to look at their feet and fidget with their keys. Captivate’s screens give people’s eyes a welcome place to rest: on visually rich and relevant information such as headlines and images from the day’s news, stock quotes, and weather. And, yes, adjacent ad messages. For those who can put their minutes in the elevator to better use, the screens are easily ignored, since they are small and don’t emit a sound. But for most riders the screens are highly effective instruments for information delivery. Is it any surprise that recall of Captivate ads is two to four times higher than that of commercial spots on broadcast TV? What principles about vivistitials can we derive from the Captivate example? First and most fundamentally, they take advantage of moments of the day when a typical customer is in an environment of information scarcity, and they introduce a rich information offering. Second, they fit into that environment without provoking distaste. In the case of Captivate, the screens’ size, silence, and slow-moving graphics are attuned to the sepulchral stasis of elevators. Third, they do not interrupt, block, or otherwise delay consumers from going where or getting what they want. Finally, they represent a polite push; while not asking permission to present messages, they are not overly intrusive. Now note that the same basic principles are the secret ingredients in Google’s cash machine: search-based advertising, which provides relevant advertiser links alongside query results. In another age, they also gave the roadside Burma-Shave signs their charm—and a potency that makes us recall Burma-Shave even today. These principles define what it means to deliver messages to consumers on their terms and in the context of their lives. State their opposites, and you have the essence of what’s wrong with so much of advertising today.