Television is a relatively stable advertising medium. In many ways, the television ads today are almost the same to those two decades ago. Most television ads still feature actors, still run 30 or 60 seconds, and still show a product. However, the different medium of the Internet causes unique challenges to advertisers, forcing them to adapt their practices and techniques.
In the early days of Internet marketing, online advertisers used banner (框式广告) and pop-up ads (弹出式广告) to attract customers. These techniques reached large audiences, led to many sales leads, and came at a low cost. However, a small number of Internet users began to consider these advertising techniques annoying. Yet because marketing strategies relying heavily on banners and pop-ups produced results, companies invested growing amounts of money into purchasing these ad types. As consumers became more complicated, frustration with these online advertising techniques grew. Independent programmers began to develop tools that blocked banner and pop-up ads.
A major development in online marketing came with the introduction of pay-per-click ads. Unlike banner or pop-up ads, which originally required companies to pay every time a website visitor saw an ad, pay-per-click ads allowed companies to pay only when an interested potential customer clicked on an ad. More importantly, however, these ads are not affected by the pop-up and banner blockers. As a result of these advantages and the incredible growth in the use of search engines, which provide excellent places for pay-per-click advertising, a great number of companies began turning to pay-per-click marketing. However, as with the banner and pop-up ads, pay-per-click ads came with their shortcomings. When companies began pouring billions of dollars into this emerging medium, online advertising specialists started to notice the presence of what would later be called click fraud (欺诈): representatives of a company with no interest in the product advertised by a competitor click on the competitor’s ads simply to increase the marketing cost of the competitor. Click fraud grew so rapidly that marketers sought to diversify (摆脱) their online positions away from pay-per-click marketing through new mediums.
Although pay-per-click advertising remains a common and effective advertising tool, marketers adapted yet again to the changing elements of the Internet by adopting new techniques such as pay-per-performance advertising. As the pace of the Internet’s evolution increases, it seems all the more likely that advertising successfully on the Internet will require a strategy that avoids constancy (持续性) and welcomes change.What is the main idea of the passage?
| A．The pace of the Internet’s evolution is increasing and will only increase in the future. |
| B．Internet advertising fails to reach Internet users, causing ads to be blocked. |
| C．The Internet has experienced dramatic changes in short periods of time. |
| D．Rapid development of the Internet calls for new advertising strategies and mediums. |
As an advertising medium, the television and the Internet mainly differ in ________.
| A．the type of individual each medium reaches |
| B．whether the medium is interactive |
| C．the pace at which the medium develops |
| D．the cost of advertising with each medium |
According to the passage, which of the following is a typical click fraud?
| A．Using software to block competitors’ advertisements. |
| B．Clicking on the pay-per-click ads of competitors. |
| C．Clicking on the banner advertisements of opponent companies. |
| D．Using search engine to attack the pages of competitors. |
What does the author imply about the future of pay-per-performance advertising?
| A．It will eventually become less popular just like other forms of Internet advertising. |
| B．It will not face shortcomings due to its differing approach to online marketing. |
| C．Internet users will develop free software to block its effectiveness. |
| D．Although it improves on pay-per-click advertising, it still suffers from click fraud. |
My mother is a diligent and kind woman. She is very busy from morning till night. As a teacher, she works hard.Both my brother and I love her dearly as she loves us.
My mother has been teaching math at a middle school in my hometown. She goes to work early in the morning and does not return home until late in the afternoon.She treats them with patience and teaches them well. For her excellent quality and very good teaching results, she has been elected as a model teacher several times.
Every day, when she comes back home from work, she sets about doing housework, sweeping the living room and bedrooms or cleaning the furniture, and putting everything in good order. She seems to be busy all the time. As she has been very busy working every day, she looks older than her age. But she looks as cheerful and happy as ever. Mother never buys expensive dresses for herself, but she often buys some inexpensive but high quality clothes for us.
She just eats a plain meal outside when she is too busy to cook herself. She lives a busy yet simple life, without any complaints.
Often she says to us, “work while you work, and play while you play. That is the way to be happy and gay. If you do not work, you will become lazy and be of no use to society”. What a piece of good advice this is!This advice of hers will always serve as a guide to my behavior. My mother is great indeed, and I always feel proud of her.
| A．She enjoys listening to classic music. |
| B．As a mother, she takes good care of us and gives us every comfort. |
| C．She loves her students and cares for them. |
| D．She never goes to expensive restaurants to enjoy meals. |
E. My mother is hard-working and never wastes money.
F. I never forget it and always bear it in my mind.
When Emily Beardmore first heard that a trip was being planned by the biology class at Windsor High School, she thought about how much fun it would be.
“I thought it would be a really good experience to go with other friends and teachers to another country in an environment other than a vacation environment,” the 10- year-old girl said.
A few months later, Emily got her chance when she and 14 of her classmates, along with biology teacher Tamara Pennington went to Costa Rica for eight days in late May.
“It was not just a tour,” said Pennington, who organized the trip. “You can go to any place in the world on just a tour. This one was practical, really working with the sea turtles and practicing conservation (保护). It just seemed like the perfect science field trip for kids who think they want to get into science to see what it’s really like to be out in the field and enjoy themselves.”
Emily said her time on the turtle project, which was the focus of the trip, was “crazy”. “We were walking on the beach at night and you can’t see anything — just see a big black dot (点),” she said with a laugh. “I was not expecting the turtles to be that big.” The turtles are leatherback turtles, which are becoming extinct because their eggs are used as food.
“When they would move their legs while laying their eggs they were really hard to control because they were a lot more powerful than you would imagine,” Emily said.
Once the eggs were collected, the students took them back to a hatchery (孵化场) and dug holes to copy the hole the mother turtle had made and then buried the eggs for the 60 days needed to hatch.
“It was an amazing experience,” Emily said. “You go to another country to see what their culture is like and learn what their everyday lives are like. It made me really want to help out my mom a lot more than I do, and value what I have.” What did Pennington consider the trip to be?
| A．It was a common tour to a foreign country. |
| B．It was a journey to practice what students learned. |
| C．It was a trip to do practical science activities. |
| D．It was to attract students’ interest in science. |
From what Emily said on her turtle project, we know that _____.
| A．She was afraid of walking on the beach at night |
| B．She didn’t dare to catch the powerful turtles |
| C．She got crazy at the sight of turtles at night |
| D．She had thought turtles were small animals |
What did Emily learn from her experience?
| A．She understood the importance of what she had. |
| B．She learned to be grateful to her teachers. |
| C．She realized the beauty of foreign culture. |
| D．She knew the importance of everyday life. |
Which of the following is NOT true according to the passage?
| A．Emily thought the trip being planned by the biology class would be fun. |
| B．Totally, 16 people went to Costa Rica for the 8-day trip in May. |
| C．Generally, it takes about 60 days to hatch little turtles. |
| D．The trip mainly aimed to get fun and rest. |
What would be the best title for the passage?
| A．Teens take a science field trip in Costa Rica | B．Teens help fight turtle extinction |
| C．Teens have a research on turtles | D．Teens learn to be independent |
Mr. Harris used to work in Dover, but then he changed his work, and he and his wife moved to another town. They did not have many friends there, but they soon met a lot of interesting people, and after a few weeks, they often went to dinner or to parties at other people’s houses.
Then Mrs. Harris said to her husband, “We’ve been to a lot of other people’s houses, and now we must invite them to our house, mustn’t we?”
“Yes, certainly,” answered her husband, “A big party will be the easiest thing, won’t it? Then we can start to invite people to dinner in small numbers next month.”
So Mrs. Harris said, “Yes, I’ll invite all our friends here to a big party on 5th December.”
“How many will that be?” Mr. Harris asked. “Don’t invite too many.”
Mrs. Harris was beginning to write the invitations when her husband saw that she was writing, “Party. 6.30 to 8.30 p.m.”
“That isn’t very nice, is it?” he said. “You’re telling our guests that they must go at 8.30.” So Mrs. Harris just wrote “Party. 6.30 p.m.”
A lot of guests came, and they all had a good time, so they did not go home at 8.30. In fact they were still there at mid-night when the door bell rang and a policeman arrived. He said, “You must stop making a noise, because someone has complained.”
Mr. Harris said he did not want to quarrel with the policeman, so everyone went home. They were sorry to have to go.
When Mr. and Mrs. Harris were alone again, she said to him. “That was a surprise, wasn’t it? Who complained about the noise?”
“I did,” Mr Harris answered in a tired voice.Why did Mr. Harris and his wife move to another town?
| A．They wanted to make some new friends. |
| B．Mr. Harris changed his work. |
| C．They wanted to meet a lot of interesting people. |
| D．They enjoyed going to parties and visiting other people’s houses. |
What made Mr. and Mrs. Harris hold a party at their house?
| A．It was easy to hold a big party at home. |
| B．They could ask people to dinner in small numbers. |
| C．They had gone to other people’s parties many times. |
| D．They liked making friends with others. |
How long would Mrs. Harris like the party to last?
| A．From the morning till night. | B．About fourteen hours. |
| C．About two hours. | D．Till midnight |
When did the party end that evening?
| A．At about 8.30. |
| B．When the policeman talked with Mr. Harris on the phone. |
| C．About twelve o’clock.. |
| D．When someone telephoned the police station. |
Why did Mr. Harris telephone the policeman about the noise?
| A．Because someone rang his door bell many times at mid-night. |
| B．He did not want his friends to stay late that night. |
| C．His friends had a good time that night and also feel tired. |
| D．Because he hated the noise. |
Knott’s Berry Farm is the nation’s oldest, and first, theme park and draws around five million visitors each year. Knott’s Berry Farm hardly had a very good start. Arriving in Southern California in the 1920s, the Knott Family farmed about 20 acres of land and finally started a restaurant called Mrs. Knott’s Chicken Dinner Restaurant. Mrs. Knott’s food became well known and her husband Walter built a Ghost Town as a way of entertaining waiting customers. The family kept expanding and today, Knott’s Berry Farm has 165 rides, shows, attractions and restaurants. For more than 80 years, Knott’s Berry Farm has been entertaining families and visitors from around the world with great rides and fantastic fun.
Knott’s Berry Farm is separated into six different themed areas with rides and attractions. Fiesta Village highlights (突出) California’s Spanish heritage (遗产) with art work, rides and food. Indian Trails is similar to Fiesta Village but with an accent on Native American legends, crafts, music and dancing. The heart and soul of Knott’s, Ghost Town is an 1880s California Boom Town with cowboys, gunfights, stagecoaches, and a real steam train. The Boardwalk makes people think of Southern California beach and surfing heritage plus the Boomerang roller coaster and the Hammer-Head. Wild Water Wilderness is an 1800s-style park with water rapids and a magical journey into Native North America. For Peanuts fans, Camp Snoopy is a six-acre children’s wonderland with 30 rides and attractions. Knott’s Berry Farm also stages yearly special events such as Scary Farm and Halloween Haunt plus Knott’s Merry Farm for the holiday season.
Knott’s Berry Farm is in Buena Vista, Orange County, California. It is about half an hour from downtown Los Angeles and 10 minutes from Disneyland. Knott’s Berry Farm is open from 10 a.m. to 6 p.m. during the week. The park is open on Saturdays from 10 a.m. to 10 p.m. and from 10 a.m. to 7 p.m. on Sundays. During the summer months, the park is open later. The theme park is closed on Christmas Day. Tickets for 2010 are. adults, $53.99 all day; people older than 62, $23.99; children three to 11 years, $23.99. For more information about Knott’s Berry Farm, call 714-220-5220.The first paragraph is mainly about Knott’s Berry Farm’s _____.
| A．attractions | B．history | C．services | D．prices |
Besides Indian Trails, you can also experience Native American culture in _____.
| A．Fiesta Village | B．the Boardwalk | C．Wild Water Wilderness | D．Camp Snoopy |
How long is Knott’s Berry Farm open on week-days?
| A．For eight hours. | B．For nine hours. | C．For ten hours. | D．For twelve hours. |
What do we know about Knott’s Berry Farm from the passage?
| A．It is in Northern California. | B．It is open all the year round. |
| C．It has eight themed areas. | D．It is not far from Disneyland. |
The type of this passage would be _____.
| A．explanation | B．argumentation | C．narration | D．practical writing |
Mark Twain is a name not usually connected with Broadway(百老汇), but now his play “Is He Dead” will receive its first public performance on November 29.
“Is He Dead” was written by Mark Twain in 1898 but was never performed. It was rediscovered in 2002 by Shelley Fisher Fishkin, an English professor and director of the American Studies Program at Stanford University. It was published the following year by the University of California Press.
The story is about a group of poor artists who fake the death of their friend in order to increase the value of his work.
“Is He Dead” is set in France in the 1840s and centers on the French painter Jean-Francois Millet. “Millet was probably the most popular European painter in the United States in Twain’s lifetime,” Fishkin said in a telephone interview. “Americans greatly admired him because he focused on the life of the common man and the common woman.”
According to Fishkin, “Is He Dead” is a satire(讽刺) about how value is created in the art world. Twain wrote the play when he was coming out of the hardest time of his life.What’s “Is He Dead” about?
| A．The death of a poor artist in the 1840s. |
| B．A trick played by a group of poor artists. |
| C．A story about the French painter Jean-Francois Millet. |
| D．An experience Mark Twain had gone through. |
From the second paragraph we learn that ______.
| A．the play was one of Mark Twain’s early works |
| B．no one knew the play until 2002 |
| C．Fishkin is an expert on Mark Twain’s works |
| D．the play was published in 2002 |
According to Fishkin, Jean-Francois Millet was admired by Americans because ____.
| A．he was a famous French painter at that time |
| B．he focused on the life of ordinary Americans |
| C．his works showed respect for ordinary people |
| D．Mark Twain agreed on his thoughts |
We can infer from the passage that Mark Twain ______.
| A．had experienced several difficult times for no money |
| B．was a good novelist but a bad playwright(剧作家) |
| C．was a writer who only cared about ordinary people’s life |
| D．was dissatisfied with some methods of creating the value of art work |