閱讀理解分析（A） 實戰(zhàn)演練 二

（二）Internet Advertisement

Shopping has always been something of an impulse activity, in which objects that catch our fancy while strolling are immediately bought on a whim. Advertisers and sellers have taken advantage of this fact, carefully positioning inexpensive but attractive items on paths that we are most likely to cross, hoping that our human nature will lead to a greater profit for them. With the dawn of the Internet and its exploding use across the world, the same tactics apply.

Advertisers now place "banners", links to commercial websites decorated with attractive pictures designed to catch our eyes while browsing the webs, on key websites with heavy traffic. They pay top dollar for the right, thus creating profits for the hosting website as well. These actions are performed in the hopes that during the course of our casual and leisurely web surfing, we'll click on that banner that sparks our interest and thus, in theory, buy the products advertised.

Initial results have been positive. Websites report a huge inflow of cash, both from the advertisers who tempt customers in with the banners and the hosting websites, which are paid for allowing the banners to be put in place. As trust and confidence in Internet buying increases and information security is heightened with new technology, the volume of buying is increasing, leading to even greater profits.

The current situation, however, is not quite as optimistic. Just as magazine readers tend to unconsciously ignore advertisements in their favorite periodicals, web browsers are beginning to allow banners to slip their notice as well. Internet users respond to the flood of banners by viewing them as annoyances, a negative image that is hurting sales, since users are now less reluctant to click on those banners, preferring not to support the system that puts them in place. If Internet advertising is to continue to be a viable and profitable business practice, new methods will need to be considered to reinvigorate the industry.

With the recent depression in the technology sector and slowing economy, even new practices may not do the trick. As consumers are saving more and frequenting traditional real estate businesses over their Internet counterparts, the fate of Internet business is called into question. The coming years will be the only reliable indication of whether shopping on the world wide web is the wave of the future or simply an impulse activity whose whim has passed.

［詞匯提示］

whim n. 心血來潮

surf v. 沖浪

in theory 　在理論上

the hosting websites 　托管網(wǎng)站

call... into question 　質(zhì)疑，對……提出疑問

1. It can be learned from the first paragraph that Internet advertising________.

A. has taken the place of more traditional methods of advertising

B. is one of the most effective ways to make profits on the web

C. is paralleling advertising methods in traditional business settings

D. seeks to tempt customers through impulse shopping methods

2. The second and third paragraphs are written in order to illustrate________.

A. the policy Internet advertisers design to lure clientele and its outcome

B. the process and mixed consequences of Internet advertising and shopping

C. the biggest splash Internet advertisers have recently made in sales promotions

D. the banners Internet advertisers take advantage of to arouse customers' interest

3. Analyzing the current state of the online advertising in Paragraph 4, the author implies that________.

A. it has to be modified over time to remain effective

B. for all its current profits, it will fade in the long run

C. banners are beginning to lose their advertising efficiency

D. Internet advertising methods will continue to decrease sales

4. The expression "do the trick" in the last paragraph most probably means________.

A. come to the point

B. fulfill their purpose

C. fail of their success

D. live up to their promise

5. The author's attitude toward online advertising can be summarized as________.

A. reserved consent but discontent

B. objective analysis void of opinions

C. enthusiastic support but slight contempt

D. approval so far but uncertainty in the future

［答案解析］

1．C。［解析］細節(jié)考查題。參見第一段最后一句：隨著互聯(lián)網(wǎng)的到來以及它在全世界的大量使用，同樣的促銷策略依然適用。C項與此符合，故答案為C。A項不符合事實；B項過于絕對；D為干擾項。

2．A。［解析］細節(jié)考查題。題干考查的是第二、三段的目的。選項A“互聯(lián)網(wǎng)廣告商設(shè)計來引誘顧客的做法及其結(jié)果”概括了第二、三段的中心思想。故答案為A。

3．A。［解析］推理題。第四段中作者表示：當前的形勢并不太樂觀，如果互聯(lián)網(wǎng)上做廣告要繼續(xù)成為一種能自行發(fā)展并有利可圖的商業(yè)活動，那就必須考慮新的方法使這個行業(yè)更具活力。由此可見，作者暗示，網(wǎng)絡(luò)廣告必須與時俱進以便保持其有效作用。選項A與此符合，故答案為A。

4．B。［解析］猜詞題。選項A come to the point（談?wù)}）不符合上下文；選項C fail of their success（不能成功）與原義相反；選項D live up to their promise（實踐它們的諾言）是強干擾項，根據(jù)第四段語言環(huán)境可以判斷B為正確選項。

5．D。［解析］作者態(tài)度題。本文先講述做網(wǎng)絡(luò)廣告的策略、具體做法和成果，之后指出存在的問題以及很難預(yù)測的未來。選項A：有保留地同意但不滿；選項B：缺少觀點的客觀分析；選項C：熱情支持但有點蔑視。這三項均不符合。只有D“至今贊同但對未來不能肯定”反映了作者對網(wǎng)絡(luò)廣告的看法。