第 8 章：技术

进行推演（推断过去的的情况）

• Rik can't be online now, he's in Australia and it's 3am there.
• My notifications must be turned off, I didn't know about the email.
• My payment must have failed. I haven't received a confirmation email. 我的付款一定失败了。我没有收到确认电子邮件。
• They might have hacked my account; I don't recognise the recent transactions. 他们可能已经侵入了我的账户，我不知道最近做过这些交易。
• She can't have lost her card, she used it this morning. 她不可能把卡丢了，她今天早上用过。

对于过去的推断，结构："can't/must/might/could" + "have" + past participle

• My payment must have failed = I'm sure that my payment failed.

• The store might have closed, no one is answering the phone.

• must've

• could've

• might've

You never know, this hacker might be very good at imitating me! 谁知道呢，这个黑客可能很擅长模仿我！

学习关于数据隐私的内容

• location tracking 位置跟踪
  • If you have location tracking turned on, Facebook collects an enormous amount of location data. 如果你启用位置跟踪，Facebook 会收集大量的位置数据。
• to target someone 以某人为目标对象
• to classify 分类
  • Facebook uses nearly 100 different data points to classify your interests and activities. Facebook 使用近 100 个不同的数据点对你的兴趣和活动进行分类。
• to determine 确定
  • Facebook uses many different signals of what it knows about you to determine who else you might be connected to. Facebook 使用许多不同的讯息来了解你，以确定你可能还与谁有联系。
• to tend to do something 想要做某事
• controversial 有争议的
  • One of the most controversial parts of Facebook data collection is a feature called “People you may know”. 关于 Facebook 数据收集，最具争议的其中一个部分是一项名为“你可能认识的人”的功能。

数字广告

• targeted advertising 定向广告
  • Targeted advertising focuses on the specific traits, interests, and preferences of a consumer.定向广告侧重于消费者的特定特征、兴趣和偏好。
• a target market 目标市场
• a slogan 标语
• a brand 品牌
• a product launch 产品发布
  • My company has developed a new software and is planning a major product launch in the second quarter. 我的公司开发了一款新软件，计划在第二季度发布主要产品。
• an advertising campaign 广告活动
• an advertising agency 广告代理

To other people targeted advertising is a way to tailor ads to their needs. 而对其他人来说，定向广告是一种根据他们的需求推送广告的方式。

营销词汇

• pop-up ads / pop-ups 弹窗广告/弹窗
• a lead 潜在客户
• to promote 推广

We decided to promote our product through pop-up advertising. 我们决定通过弹窗广告来推广我们的产品。

The company's target market is people who work from home and have children. 该公司的目标市场是居家办公而且有孩子的人。

作比较

• 👉 far more/less ... than
  • far more effective than 比...有效得多
    • Targeted advertising is far more effective than mass marketing. 定向广告比大众营销有效得多。
• 👉 way more/less ... than
  • way more expensive than 比...贵得多
    • Digital advertising is becoming way more expensive than it used to be. 数字广告比以前贵得多。
• 👉 slightly more/less ... than
  • slightly more annoying than 比...更烦人
    • I find long commercial breaks slightly more annoying than pop-ups. 我认为长时间插播广告比弹出式广告更烦人。
• 👉 not quite as ... as
  • not quite as many 没有那么多
    • The campaign generated not quite as many leads as we hoped. 这次营销活动产生的潜在客户没有我们希望的那么多。
• 👉 not nearly as ... as
  • not nearly as successful 不太成功
    • The product launch was not nearly as successful as the company expected. 产品发布不像公司预期的那样成功。
• 👉 by far the most ...
  • by far the most recognisable 迄今为止最知名的
    • Nestlé is by far the most recognisable food brand. 雀巢是迄今为止最知名的食品品牌。

However, all these changes in advertising were not nearly as far-reaching as the ones brought about by the Internet era in the 1990s.（但是，广告业的所有这些变化都远不及 20 世纪 90 年代互联网时代带来的影响深远。）

• a milestone (n) - an important event

• to capitalise on sth (v) - to use something to your advantage

• relatable (adj) - that someone can identify with

• retro (adj) - looking like something from the past

• to pitch ideas (v) - present an idea because you want to convince somebody to do something

• a leaflet (n) - a printed sheet advertising a product

• promotional items (n) - products that you give to promote your business

• a branded mug (n) - a mug with a company's logo and/or slogan on it.

I always see internet trolls writing hateful messages. 我总是看到网络喷子写恶言恶语。

Some people would argue that we should try to respond to trolls and cyberbullies to get them to stop. On the other hand, standing up for yourself will only feed the trolls, which might lead to further harassment and threats.

I would argue that some cyberbullies like to harrass people for fun. 我认为一些网络喷子喜欢以骚扰他人为乐。