阅读理解分析（A） 实战演练 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.

［词汇提示］

whim n. 心血来潮

surf v. 冲浪

in theory 　在理论上

the hosting websites 　托管网站

call... into question 　质疑，对……提出疑问

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］细节考查题。参见第一段最后一句：随着互联网的到来以及它在全世界的大量使用，同样的促销策略依然适用。C项与此符合，故答案为C。A项不符合事实；B项过于绝对；D为干扰项。

2．A。［解析］细节考查题。题干考查的是第二、三段的目的。选项A“互联网广告商设计来引诱顾客的做法及其结果”概括了第二、三段的中心思想。故答案为A。

3．A。［解析］推理题。第四段中作者表示：当前的形势并不太乐观，如果互联网上做广告要继续成为一种能自行发展并有利可图的商业活动，那就必须考虑新的方法使这个行业更具活力。由此可见，作者暗示，网络广告必须与时俱进以便保持其有效作用。选项A与此符合，故答案为A。

4．B。［解析］猜词题。选项A come to the point（谈正题）不符合上下文；选项C fail of their success（不能成功）与原义相反；选项D live up to their promise（实践它们的诺言）是强干扰项，根据第四段语言环境可以判断B为正确选项。

5．D。［解析］作者态度题。本文先讲述做网络广告的策略、具体做法和成果，之后指出存在的问题以及很难预测的未来。选项A：有保留地同意但不满；选项B：缺少观点的客观分析；选项C：热情支持但有点蔑视。这三项均不符合。只有D“至今赞同但对未来不能肯定”反映了作者对网络广告的看法。