《考博英语阅读理解150篇详解》(科技创新类 网上广告)【圣才出品】
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Passage12网上广告
Two types of advertising have begun to proliferate on the Internet,in-your-face ads that appear unrequested and site ads that are designed to be there to either provide product information or to promote the company.Internet users typically don’t want overt advertising that only increases the bandwidth of what they want to see.However,advertising that is more service-orientated is beneficial to both the customer and the advertiser.Sites that contain surveys,questionnaires,and feedback forms are of use to companies and are not bothersome as long as they are request driven and not“in-your-face”.
One benefit of conducting business on the net is that consumers can now literally shop while sitting in the comfort of their own home.They can look at all the specifications to various automobiles without the presence of a pushy salesperson trying to influence them one way or another.Benefits to the company advertising on the Internet are reduced costs,as well as being able to track their“hits”to see exactly who is looking at their ads.The cost for a national organization to advertise in a print magazine would be roughly the same as placing an ad on the Internet24 hours a day for six months.
Corporations are attempting to be“hip”by placing sites on the“net”, hoping to attract the niche market of young,upscale,well-educated users.By placing their URL at the bottom of the print ad or on the actual product,companies are attempting to gain an image of being up to date and in tune with their market.
Customers want to be able to see their products advertised and used by the“in”crowd,whether it’s hip looking individuals or super-stars such as Michael Jordan or Michael Jackson.
Wired,a popular magazine among Internet users,put itself online with Hot Wired,which charges$15,000for a four week advertisement slot.It would not only cost considerably more to place an ad in the print version,but also cost significantly more to produce an ad that would stick out amongst the abundance of advertising found in Wired.“A decent site,at which visitors might linger for five minutes or longer and to which they might return over and over,can be built for less than$15,pare that with$500,000for a single30-second spot on Seinfeld,and experimenting on the Web doesn’t look like such a bad bet.”
1.According to the first paragraph,______are most bothersome.
A.in-your-face ads
B.request-driven ads
C.service-oriented ads
D.site ads
2.One benefit that consumers get from online business is that______.
A.they can purchase more cheaply
B.they can make purchasing decisions without any outer influence
C.they can know who else are buying the same product
D.they can return an unsatisfactory product more easily
3.One advantage of advertising on the Internet is______.
A.it can be designed more easily than print ads
B.it can attract more customers
C.it enables a company to track down potential customers
D.it can keep changing all the time
4.“Wired”is a______.
A.well-known Web site
B.popular magazine
C.famous online advertiser
D.fashionable product
5.The author thinks advertising on the Web is______.
A.costly
B.risky
C.hip
D.economical
【答案与解析】
1.A根据第一段,in-your-face ads是不经要求出现在你面前的;而site ads旨在提供产
品信息或宣传公司形象。
而旨在提供服务的广告service-oriented ads对消费者和企业都是有益的;应要求而出现(request-driven ads)的广告也没有in-your-face ads 那么令人厌烦。
所以A为正确答案。
2.B在第二段中讲到,消费者得到的利益之一是,他们可以在家中从网上购物,在查阅产
品的各种信息时不受推销员的推销因素的影响,可以完全自主作决定。
3.C在第二段中讲到,网上广告对于企业的利益一是能降低费用,二是企业可以跟踪访问
者,以得知是谁在查阅自己的广告,也就是说企业可以跟踪潜在的顾客。
4.C最后一段第一句,“Wired”是一种在因特网用户中非常流行的印刷杂志,它在网上
建立了Hot Wired网站,企业可以在此网站上作广告,而不在其印刷杂志上作广告,费用会降低,而且广告存在的时间还会延长。
所以只有C符合。
5.D作者在文章最后说,在网上作广告,访问者会在此广告上逗留5分钟或更长时间,以
后还会重复回来再看,而且费用也不高。
网上广告比电视黄金段的广告便宜很多,效果却不差,所以作者认为在网上尝试一下不是坏赌注,即不会是很冒险的。
因此,只有D(节约的)是符合原文意思的。