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. |
The Internet has led to a huge increase in credit-card(信用卡) fraud. Your card information could even be for sale in an illegal Web site(网站).Web sites offering cheap goods and services should be regarded with care. On-line shoppers who enter their credit-card information may never receive the goods they bought. The thieves then go shopping with your card number — or sell the information over the Internet.
Computers hackers(黑客) have broken down security(安全) systems, raising questions about the safety of cardholder information. Several months ago, 25 000 customers of CD Universe, an on-line music retailer(批发商),were not lucky. Their names, addresses and credit-card numbers were posted on a Web site after the retailer refused to pay US $157 828 to get back the information.
Credit-card firms are now fighting against on-line fraud. MasterCard is working on plans for Web-only credit card, with a lower credit limit. The card could be used only for shopping on-line.
However, there are a few simple steps you can take to keep from being cheated.
Ask about your credit-card firm's on-line rules: Under British law, cardholders are responsible(对……负有责任的) for the first US $78 of any fraudulent spending.
And shop only at secure sites: Send your credit-card information only if the Web site offers-advanced secure system.
If the security is in place, a letter will appear in the bottom right-hand corner of your screen. The Web site address may also start with https:// — the extra “s” stands for secure. If in doubt, give your credit-card information over the telephone.
Keep your password safe: Most online sites require a user name and password before placing an order. Treat your passwords with care.
41. What do most people worry about the Internet according to this passage?
A. A lot of stolen credit-cards were sold on the Internet. B. Fraud on the Internet.
C. Many Web sites are destroyed. D. Many illegal Web sites are on the Internet.
42. What is the meaning of “fraud”?
A. cheating B. sale C. payment D. safety
43. How can the thieves get the information of the credit-card?
A. The customers give them the information.
B. The thieves steal the information from Web sites.
C. The customers sell the information to them. D. Both A and B.
44. How many pieces of advice does the passage give to you?
A. Four. B. Three. C. Five. D. Six.
45. You are shopping on the site: http://www.shopping.com,and you want to buy a TV set, what does this article suggest doing?
A. Order the TV set at once. B. Do not buy the TV set on this site.
C. E-mail the site your credit-card information.
D. Tell the site your password and buy the TV set for you.
Very few people were coming to eat at the White Rose Restaurant, and its owner did not know what to do. The price was reasonable and the food was of good quality, but nobody seemed to want to eat there.
Then he did something that changed all that, and in a few weeks his restaurant is always full of men with their lady friends. Whenever a gentleman came in with a lady, a smiling waiter gave each of them a menu(菜单), The menu looked exactly the same on the outside, but there was an important difference inside. The menu that the waiter gave to the man supplied the correct price for each dish and each bottle of wine. while the menu that he gave to the lady supplied a much higher price! So when the man calmly ordered dish after dish and wine after wine, the lady thought he was much more generous(慷慨) than he really was.
31. Why didn’t people come to the White Rose Restaurant to eat at first?
A. Because the price was high. B. Because the food was too cheap.
C. Because the food was not good. D. The passage didn’t mention.
32. According to the passage we can conclude that the people who eat at this restaurant are mostly _______________.
A. poor old people B. rich young people
C. men with their girl friends D. parents with their children
33. The difference between the two kinds of menu lie in ______________.
A. the color B. the shape
C. the price D. the food
34. According to the passage we can infer that when men with their girl friends eat at this restaurant, the food was paid ___________________.
A. always by the ladies only B. always by the men only
C. sometimes by the ladies D. either by the men or by the ladies
35. According to the passage we can know that, generally speaking, ____________.
A. men are more generous than women B. women are more generous than men
C. men like their lady friends to be generous.
D. women like their men friends to be generous
Ⅱ阅读(共两节，满分50分)
第一节：阅读理解（共20小题；每小题2分，满分40分）
阅读下列短文，从每题所给的A、B、C和D项中，选出最佳选项，并在答题卡上将该项涂黑。
In Europe, people hold the fork in the left hand and the knife in the right throughout the meal, a system that is generally agreed to be more efficient than the American zigzag（曲折的）method. Americans hold both the fork and the knife in their right hands throughout the meal, so they continually change their forks to the left hand when they have to cut their meat. It seems to be funny for the Europeans to see Americans busy changing their dinner sets, making a lot of noises.
A few explanations for this American style are as follows:
(1) Americans are practical and efficient. Since most of us are right-handed, it is reasonable to keep our working tools at all times in the right hand that can use them most efficiently.
(2) Americans, the master of the New World are rebels（叛逆者）.They use the zigzag method to break the rules in the Old World and in this way they are thumbing their nose at Mother England. Americans are a restless kind. They do not like to sit in one spot for very long when dining.
(3) Forced to do so, they respond by “playing” with the silver.
Whatever the reason for the practice, it is now certainly as American as apple pie. Europeans recognize this and are quick to attack it as evidence of American innocence（无知）of form. Arguments against the zigzag method rest not only on grounds of efficiency but also on those of tradition. In Old World dining, the knife is held in the right hand continually because it can serve as an instant defense against the uninvited intruders（入侵者）.However, such alertness（警觉） is out of place in the New World, as every American believes that this is the home of the brave. Americans juggle their silverware, perhaps, to show that they are not afraid and that one of them holding a fork is worth any number of them holding blades（刀）.
26 Americans use _______ to hold their fork to pick up the salad.
A. the right hand B. the left hand
C. both hands D. either of the two hands
27. As the masters of the New World, Americans use a different cutting method from that in the Old World to _________________.
A. show their independence of Mother England
B. show their disrespect to Mother England
C. add a new tradition to those in Mother England
D. show off their creativeness to Mother England
28. In the sentence, the word “juggle” probably means ____________.
A. hold B. play with C. pick up D. lay down
29. Also in the last sentence, the two “them” refer to ____________.
A. Americans B. Europeans
C. Americans and Europeans separately
D. Europeans and Americans separately
30. Which of the following statements is NOT true?
A. European people hold the fork in the left hand and the knife in the right hand.
B. The zigzag eating method is related to American characteristics.
C. The zigzag eating method has become an American feature.
D. European people will use the American method because of its efficiency.
In jokes, the chicken only crosses the road. In Australia, cane toads (蔗蟾) use roads to travel.
A new study finds that Cane toads are using roads to spread across the continent. They take shelter overnight close to the open corridors (走廊), and then hit the road each evening in their damaging way.
Cane toads were brought into Australia from Hawaii in 1935 to control the spread of beetles (甲虫) that were destroying Australia's sugar cane crop. They are now moving into new places at the speed of 30 miles a year.
Toads can grow as large as dinner plates and can weigh up to 4.5 pounds. Their heads and backsides are covered with rows of warts (疣). They are known to kill snakes, lizards and other animals, including pet dogs. They have no natural enemy in Australia.
According to a research, toads make slower progress through thick plants than along open spaces and they hop (跳) alongside roads and fences whenever possible. Toads use long corridors that are well-suited for them to travel long distances.
Another study recently found that toads have evolved (进化形成) longer legs in recent years and that this is also helping them in their spread.
Efforts to kill toads have been largely unsuccessful, although scientists tried their best.
Another new finding suggests ways to slow down its population. For example, roadside borders can be changed to make them less attractive to toads, or allowing thick plants to grow along the sides of highways, thus forcing toads onto the road of themselves. Which would be the best title for the passage?
| A．Ways to kill cane toads in Australia. |
| B．Cane toads have evolved a lot in Australia. |
| C．Australian cane toads hit the road. |
| D．Worse environment forces toads to travel. |
At first, cane toads were brought to Australia to_______.
| A．kill snakes, lizards and other animals |
| B．stop pet dogs from spreading |
| C．protect the sugar cane crop |
| D．hate a scientific research |
According to the passage, the ways to slow down the population of toads are based on the fact that cane toads_________.
| A．move slower through thick plants |
| B．have no natural enemy in Australia |
| C．mainly live near the roadside |
| D．like traveling at night |
The underlined word "They" in Paragraph 3 refers to “________”.
| A．Beetles | B．Cane toads |
| C．Australia's sugar cane crop | D．New places |
Two Chinese living in South Africa were killed in a robbery (抢劫) on February 5, bringing the total number of Chinese killed in the country to four in less than a month.
Chen Jianqing, 35, from Southeast China's Fujian Province, who ran a shop with her husband in a small town 45 kilometers away from South African capital Johannesburg, was shot dead.
"One of her business, partners died later in the hospital," the Chinese consulate (领事馆) officials in Johannesburg said yesterday. "Local police are trying to find more information about the case. And we have told the victims' (遇难者的) relatives and are helping them come to Johannesburg,". consul Wu Gang told China Daily. Chen's husband was injured during the robbery but did not suffer seriously, said Wu.
The robbery happened at about 5:45 pm local time and the armed robbers ran away after taking more than 50,000 South African rand (US $8,200). and some jewellery, Xinhua News Agency reported.
The killing happened just three days after Chen Jingmin, a 23-year-old man from Qingdao, Shandong Province, was shot dead north outside Johannesburg by armed robbers. On January 10, a Hong Kong businessman was attacked and robbed at his home in Johannesburg and died the next day in the hospital. All these happened just in less than a month.
According to records, there were more than 40 robberies attacking Chinese in South Africa last year, in which eight were killed. More than 100,000 Chinese are doing various kinds of businesses in South Africa, according to a Chinese official in the country. An increasing number of them are becoming targets( 目标) of robbers after buying big houses or luxury cars, the official said.The passage is probably ______.
| A．a business story | B．a scientific article |
| C．a newspaper report | D．an official document |
Who were killed on February 5 in a small town near Johannesburg?
| A．Chen Jianqing and her husband. |
| B．Chen Jianqing and one of her partners. |
| C．Chen Jingmin and a Hong Kong businessman. |
| D．Chen Jingmin and one of his relatives. |
How many Chinese were killed in South Africa since January ?
| A．2 | B．4. | C．5. | D．8. |
______________ are more likely to be robbed in South Africa.
| A．Those Chinese who depend too much on local police |
| B．Those Chinese who live near the capital of South Africa |
| C．Those Chinese who open shops selling Chinese goods |
| D．Those Chinese who leave others the impression of being rich |