阅读理解2023 年真题 第 21 题英语真题
National Zoo Photo Contest is back, and this time it's going digital! So, grab your camera and head to the zoo, where you might just have a winning shot.
**Entry Information and Photo Requirements**
Entries will only be accepted from March 28, 2023 to May 12, 2023.
Entries must feature animals and do not have to be taken at National Zoo.
Photos will only be accepted digitally. No photos will be accepted by snail mail, delivery service, or dropping off at the zoo.
The photo must be a JPG at a minimum resolution of 3,600 × 2,700 pixels and a maximum file size of 24 MB at the time of submission.
Entry photos must have been taken by the contestant and must be original and unpublished.
**Eligibility**
Open to Chinese citizens over the age of 18. Employees, trustees, officers in the National Zoo, sponsors and their immediate family members are ineligible.
**Prizes**
1 Grand Prize: National Zoo Family Plus Membership; a ¥1,000 National Zoo gift certificate.
5 First Prizes: a ¥500 National Zoo gift certificate.
6 Second Prizes: a ¥300 National Zoo gift certificate.
10 Third Prizes: a ¥200 National Zoo gift certificate.
Almost all brands rely on advertising to sell products, but many customers take the claims made in advertisements with a grain of salt. People are much more inclined to trust praise for products that comes not from the company that makes them, but from customers just like them. Thus, companies are increasingly relying on user-generated content as a way to sell their products. UGC is published by someone who is not compensated for the material. This can include pictures, videos, blog posts, reviews of products or comments on social media.
Companies can benefit from using UGC to market their products for several reasons. First, because UGC is generally produced by people not affiliated with the company, it is perceived to be more authentic. And of course, companies don't have to pay for UGC, unlike traditional advertisements.
Companies encourage customers to post UGC in a variety of ways. They urge customers to post reviews on other websites. They can also set up hashtags that customers can use to post pictures or other content, linking the content to the brand. And they sometimes reward popular posts in various ways, such as by offering discounts.
One UGC campaign that has gained a lot of attention is the Share a Coke campaign. Starting in Australia, Coke printed the 150 most common male and female names on Coke bottles. Through advertisements and signs in stores, the company encouraged people to post pictures of themselves or their loved ones holding bottles with their names. The campaign soon spread to 80 countries, making it the largest UGC campaign to date.
Starbucks launched a UGC campaign encouraging customers to beautify their coffee cups and post pictures on social media with the hashtag #WhiteCupContest. Winners of the contest had their designs printed on reusable cups.
In 2014 LEGO, a brand that makes toy blocks that snap together, urged users to design their own constructions out of LEGOs. They could post their designs on the LEGO website, where people would endorse the designs that they liked. Those with the most approval became sets that would be sold around the world. This showed how versatile people could be and even resulted in new product lines for the company.
As these examples show, UGC can be an effective and affordable way for a company to promote its products.
The closing date for entries is ______.
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