2013 英语一 Text 2 题目+答案+重点词汇(文章引用豆包整理)
An old saying has it that half of all advertising budgets are wasted—the trouble is, no one knows which half. In the internet age, at least in theory, this fraction can be much reduced. By watching what people search for, click on and say online, companies can aim “behavioral” ads at those most likely to buy.
In the past couple of weeks a quarrel has illustrated the value to advertisers of such fine-grained information: Should advertisers assume that people are happy to be tracked and sent behavioral ads? Or should they have explicit permission?
In December 2010 America’s Federal Trade Commission (FTC) proposed adding a “do not track” (DNT) option to internet browsers, so that users could tell advertisers that they did not want to be followed. Microsoft’s Internet Explorer and Apple’s Safari both offer DNT; Google’s Chrome is due to do so this year. In February the FTC and Digital Advertising Alliance (DAA) agreed that the industry would get cracking on responding to DNT requests.
On May 31st Microsoft set off the row: It said that Internet Explorer 10, the version due to appear with Windows 8, would have DNT as a default.
Advertisers are horrified. Human nature being what it is, most people stick with default settings. Few switch DNT on now, but if tracking is off it will stay off. Bob Liodice, the chief executive of the Association of National Advertisers, says consumers will be worse off if the industry cannot collect information about their preferences. People will not get fewer ads, he says, “they’ll get less meaningful, less targeted ads.”
It is not yet clear how advertisers will respond. Getting a DNT signal does not oblige anyone to stop tracking, although some companies have promised to do so. Unable to tell whether someone really objects to behavioral ads or whether they are sticking with Microsoft’s default, some may ignore a DNT signal and press on anyway.
Also unclear is why Microsoft has gone it alone. After all, it has an ad business too, which it says will comply with DNT requests, though it is still working out how. If it is trying to upset Google, which relies almost wholly on advertising, it has chosen an indirect method: There is no guarantee that DNT by default will become the norm. DNT does not seem an obviously huge selling point for Windows 8—though the firm has compared some of its other products favorably with Google’s on that count before. Brendon Lynch, Microsoft’s chief privacy officer, blogged: “we believe consumers should have more control.” Could it really be that simple?
真题题目+答案+简要解析
26. It is suggested in paragraph 1 that “behavioral” ads help advertisers to _______.
[A] lower their operational costs
[B] ease competition among themselves
[C] avoid complaints from consumers
[D] provide better online services
答案：A
解析：原文指出广告预算的浪费会大幅减少，即降低运营成本，其余选项原文无依据。
27. “The industry” (Line 5, Para.3) refers to_______.
[A] online advertisers
[B] e-commerce conductors
[C] digital information analysis
[D] internet browser developers
答案：D
解析：前文列举IE、Safari、Chrome等浏览器，该词指代浏览器开发商。
28. Bob Liodice holds that setting DNT as a default _______.
[A] goes against human nature
[B] fails to affect the ad industry
[C] will not benefit consumers
[D] may cut the number of junk ads
答案：C
解析：此人认为用户会收到更无意义的广告，消费者处境变差，无法获益。
29. Which of the following is true according to Paragraph 6?
[A] Advertisers are obliged to offer behavioral ads
[B] DNT may not serve its intended purpose
[C] DNT is losing its popularity among consumers
[D] Advertisers are willing to implement DNT
答案：B
解析：DNT无法强制广告商停止追踪，可能达不到“禁止追踪”的初衷。
30. The author’s attitude towards what Brendon Lynch said in his blog is one of_______.
[A] appreciation
[B] understanding
[C] indulgence
[D] skepticism
答案：D
解析：文末反问句体现出作者的怀疑态度。
二、重点单词&短语（音标+释义+文中用法）
1. advertising /ˈædvətaɪzɪŋ/ n. 广告活动；广告业
2. budget /ˈbʌdʒɪt/ n. 预算
3. fraction /ˈfrækʃn/ n. 部分；少量
4. behavioral ads 行为定向广告
5. track /træk/ v. 追踪，跟踪
6. advertiser /ˈædvətaɪzə(r)/ n. 广告商（复数 advertisers）
7. explicit /ɪkˈsplɪsɪt/ adj. 明确的；直白的
8. permission /pəˈmɪʃn/ n. 许可，允许
9. propose /prəˈpəʊz/ v. 提议，建议
10. browser /ˈbraʊzə(r)/ n. 浏览器
11. due to 预计；定于
12. get cracking 着手行动，开始做事
13. default /dɪˈfɔːlt/ n. 默认设置 v. 默认
14. set off 引发；激起
15. horrify /ˈhɒrɪfaɪ/ v. 使惊恐，使震惊
16. stick with 坚持；沿用
17. preference /ˈprefrəns/ n. 偏好，喜好
18. be worse off 处境更糟，蒙受损失
19. targeted /ˈtɑːɡɪtɪd/ adj. 有针对性的
20. oblige /əˈblaɪdʒ/ v. 迫使，责成
21. object to 反对
22. ignore /ɪɡˈnɔː(r)/ v. 忽视，不理会
23. go it alone 独自行动，单干
24. comply with 遵守，服从
25. rely on 依靠，依赖
26. guarantee /ˌɡærənˈtiː/ n. 保证；担保
27. norm /nɔːm/ n. 常态，标准
28. selling point 卖点
29. privacy /ˈprɪvəsi/ n. 隐私
30. skepticism /ˈskeptɪsɪzəm/ n. 怀疑（对应题目考点 skeptical adj. 怀疑的）
