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 Mona Lisa, one of the world’s most famous paintings, has been recreated with 3,604 cups of coffee—and 564 pints of milk. The different colors were created by adding no, little or lots of milk to each cup of black coffee.
The recreated Mona Lisa measured 20 feet long and 13 feet wide. It took a team of eight people three hours to complete the work. It was created for The Rocks Aroma Festival in Sydney, Australia, and seen by 130,000 people who attended the one-day coffee-lovers event.
Elaine Kelly, one of the organizers from the Sydney Harbor Foreshore Authority, was delighted with the result. She said, “Each coffee cup was filled with varying amounts of milk to create the different shades(色度) of the painting. We wanted to create an element of surprise and a sense of fun in the way we communicated with the public.”
“Once we had the idea of creating an image(像) out of coffee cups we searched for something iconic（有代表性的）to reproduce(复制).And after some time we chose the most iconic painting in history. The Mona Lisa has been reproduced so many times in so many different mediums but, as far as we know, never out of coffee,” Kelly continued. “Besides, the idea is practical.”
“It was fantastic. It really looked like the famous painting—the Mona Lisa. It was wonderful,” said one visitor.
After much planning it was great to see it coming together so well and the 130,000 people who attended the event certainly enjoyed it and were deeply attracted by it,” said Kelly.
1.How were the different colors of the recreated Moma Lisa created?
A.By adding different amounts of black coffee to each cup of milk.
B.By adding different amounts of milk to each cup of black coffee.
C.By using paints of different colors
D.By using different kinds of coffee
2.How large is the recreated Mona Lisa?
A. 20 square feet B. 260 square feet
C. 564 square feet D. 3,604 square feet
3.The people who saw the recreated Mona Lisa are all_______ lovers.
A.Mona Lisa B.milk C.coffee D.painting
4.The event organizers chose to recreate the Mona Lisa for the following reasons EXCEPT that _________ .
A. the Mona Lisa is a very iconic painting in history
B. the Mona Lisa has never been reproduced out of coffee
C. the idea can be actually carried out
D. it is very easy to do so
第二部分阅读理解（共两节，满分40分）
第一节（共15小题；每小题2分，满分30分）
This weekly four-day physical activity schedule will get your kids excited about being active.
Tuesday
When the kids get home from school, don’t let them go straight to the TV and get settled in. Encourage them to get moving and get off the couch(长椅) by giving them a pedometer(计步器). Pedometers are the most fun when parents also use one because that turns stepping, walking and running into a game to see who can get the most steps.
Thursday
The kids have done a great job so far this week, but now they are aching for （渴望） a little more TV time. Instead of turning on cartoons, let them watch fitness movies made just for kids. These movies encourage watchers to get up and dance along to kid-friendly music.
Saturday
Get the whole family out of the house together and over to a park. Bring lots of sports equipment, pack a healthy picnic and have a family competitive sports day. Kids and adults get into groups and play against each other in tennis, basketball or soccer. After everyone has played hard for a couple of hours, stop for a picnic and then if your family isn’t too tired, go back and play some more.
Sunday
Every child loves to play video games and there is no better time to allow kids to play them than on Sunday when no homework is due（应交的）.But don’t let them play a game that forces them to sit down for hours. Dance games with a floor mat(垫子) to help kids follow the dance moves are popular to kids.
1.What can be the best title for this text?
A.How to make children like activities.
B.A weekly four-day physical activity plan for kids.
C.Physical activities are important to kids.
D.A plan that will do much good to kids.
2.Parents are advised to use a pedometer together with their kids because _______.
A.they can give their kids some advice about walking
B.it can prevent them from watching TV too much
C.this will allow them and their kids to have a fun competition
D.their kids will not use it if they don’t
3.On Thursday when a kid wants to watch TV, his parents should ______.
A.let him watch it for a short time
B.watch cartoons with him
C.take him out for a walk instead
D.show fitness movies to him
4.The author advises a family to have a meal on Saturday ______.
A. in a park B. in a mountain C. in a restaurant D. at home
Juanito Estrella has been a housekeeping manager on the US-based large passenger ship Carnival Spirit for 18 months and feels he has found the suitable position in his career(职业).He has always wanted to travel.“ I guess I am a really restless spirit. I Iike traveling, so when the chance came, I jumped at it,” he says.
The chance came in the form of a newspaper advertisement for work on cruise ships（游船）. At the time Estrella was the housekeeping manager at a Melbourne hotel. He applied and, after two interviews, a medical check and police clearance, the job was his.
Estrella is responsible(负责的)for the cleanliness of the ship, making sure that 160 crew work properly. “I enjoy it because there is no other work-you wake up each day in a different place and a different culture. It’s exciting when you go to the next country and you don’t understand the language, ”he says.
Estrella likes being busy and getting to know people from all over the world. The 1,000 crew come from 94 countries, and Estrella has learnt Spanish and a little Croatian.
But there is a downside .“You cannot get really drunk...because you have safety responsibilities to yourself and others, ”he says.“ You don’t really think about home. You start to think about home only when you get closer to your vacation and wonder what you’ll be doing.”
Life on the ship is anything but cruising. Estrella and his fellows work at least 10 hours a day, seven days a week. He warns the job is not for everybody. “You have to love being busy and be prepared to work every day-and to give up drinking too much alcohol. ”In his spare time, if the ship sails into a port, Estrella explores it, otherwise he works out in the crew’s gym, goes on the internet or calls home.
1.What do we know about Estrella?
A. He is very fond of traveling.
B. He doesn’t drink wine now.
C. He cannot speak a foreign language.
D. He used to be a housekeeping manager in a ship.
3.The underlined word “downside” in paragraph 5 probably means____________.
A. disappointment B. disadvantage C. failure D. loss
3.Which of the following is true?
A. Estrella doesn’t often feel homesick because of his work.
B. The work on the ship is not suitable for a married person.
C. Estrella can find no other job except the one on the ship.
D. The people on the ship are from 94 countries.
4. In the last paragraph the writer thinks that life on the ship is____________.
A. not a tiring journey at allB. just an interesting voyage
C. far from a voyage for pleasure D. more than a pleasant travel by sea
A ferry carrying more than 900 people sank in the southern Philippines on Sunday. Most of the passengers have been rescued, but some people are still missing and at least nine have died.
The Philippine Coast Guard says it received a call for help from Superferry 9 early Sunday morning local time, when the ship started listing(倾斜) to its starboard side. The captain ordered passengers and crew to abandon ship about an hour later. The ship sank around 10 am local time, off Siocon Bay in Zamboanga del Norte province. The ship left General Santos City in the southern island of Mindanao Saturday morning heading for Iloilo City in the central Philippines. It was carrying 847 passengers and 117 crew members.
The Philippine Coast Guard said passing ships and the Philippine Navy rescued more than 800 people. Philippines Navy spokesman Lieutenant-Colonel Edgard Arevalo said, "Most of them when rescued from the water were having difficulty breathing and most of them were weak. There was an immediate need for doctors and nurses to attend to their needs, as well as for drinking water."
Coast guard officials said it is still not clear what caused the ferry to list and said an investigation will be done as soon as rescue operations are over. The weather in the area was reported as being clear at that time, although a storm was attacking the northern Philippines.
Many Filipinos rely on ferries to travel between islands in the Philippines, but accidents are common especially during the rainy season. Last year, some 800 people died when a ferry sank
1. What does the underlined word “abandon” in paragraph 2 mean ?
A. Watch B. Leave C. Protect D. Keep
2. Which of the following statements about the accident is TRUE ?
A. It took the ferry an hour to sink.
B. The ship was going to General Santos City when it sank.
C. Most passengers got immediate nursing care after they were rescued
D. So far, only a few passengers have found dead in the accident.
3. We can infer from the passage that_____
A. the reason why the ferry sank will be found out soon.
B. ferries are important in many people’s lives in the Philippines
C. people in the Philippines seldom take a ferry during the rainy season
D. a worse accident has never happened on the seas in the Philippines before
May: Happenings from the past
May 5, 1884
Isaac Murphy, son of a slave and perhaps the greatest horse rider in American history, rides Buchanan to win his first Kentucky Derby. He becomes the first rider ever to win the race three times.
May 9, 1754
Benjamin Franklin's Pennsylvania Gazette produces perhaps the first American political cartoon(漫画), showing a snake cut in pieces, with the words “ Join or Die" printed under the picture.
May 11, 1934
The first great dust storm of the Great Plains Dust Bowl, the result of years of drought(干旱)，blows topsoil all the way to New York City and Washington, D.C.
May 19,1994
Jacqueline Lee Bouvier Kennedy Onassis, former first lady and one of the most famous people of the 1960s, died of cancer in New York City at the age of 64.
May 24,1844
Samuel F. B. Morse taps out the first message, “What hath God wrought, "over the experimental long-distance telegraph line which runs from Washington, D.C. , to Baltimore, Md.
1. We know from the text that Buchanan is ______
A. Isaac's father B. a winning horse
C. a slave taking care of horses D. the first racing horse in Kentucky
2. What is the title of the first American political cartoon?
A. Join or Die B. Pennsylvania Gazette
C. What Hath God Wrought D. Kentucky Derby
3. In which year did the former first lady Jacqueline die?
A.1934. B.1960. C.1964. D.1994.
4. Which of the following places has to do with the first telegram in history?
A. Washington, D. C. B. New York City.
C. Kentucky D. Pennsylvania