上海財經(jīng)大學(xué)考博英語閱讀題及其解析

1、 上海財經(jīng)大學(xué)考博英語閱讀題及其解析Text1Shopping has always been something of an impulse activity,inwhich objects that catch our fancy while strolling are immediatelybought on a whim.Advertisers and sellers have taken advantage of thisfact,carefully positioning inexpensive but attractive items on pathsthat we are mo

2、st likely to cross,hoping that our human nature willlead to a greater profit for them.With the dawn of the Internet andits exploding use across the world,the same tactics apply.Geng duoyuan xiao wan zheng kao bo ying yu zhen ti ji qi jie xi qing lian xiquan guo mian fei zi xun dian hua:si ling ling

3、liu liu ba liu jiuqi ba,huo jia zi xun qq:qi qi er liu qi ba wu san qi.Advertisers now place“banners”,links to commercial web sitesdecorated with attractive pictures designed to catch our eyes whilebrowsing the webs,on key web sites with heavy traffic.They pay topdollar for the right,thus creating p

4、rofits for the hosting web siteas well.These actions are performed in the hopes that during thecourse of our casual and leisurely web surfing,we'll click on thatbanner that sparks our interest and thus,in theory,buy the productsadvertised.Initial results have been positive.Web sites report a hug

5、e inflowof cash,both from the advertisers who tempt customers in with thebanners and the hosting web sites,which are paid for allowing thebanners to be put in place.As trust and confidence in Internet buying increases and information security is heightened with new technology, the volume of buying i

6、s increasing,leading to even greater profits.The current situation,however,is not quite as optimistic.Just as magazine readers tend to unconsciously ignore advertisements in their favorite periodicals,web browsers are beginning to allow banners to slip their notice as well.Internet users respond to

7、the flood of banners by viewing them as annoyances,a negative image that is hurting sales,since users are now less reluctant to click on those banners,preferring not to support the system that puts them in place. If Internet advertising is to continue to be a viable and profitable business practice,

8、new methods will need to be considered to reinvigorate the industry.With the recent depression in the technology sector and slowing economy,even new practices may not do the trick.As consumers are saving more and frequenting traditional real estate businesses over their Internet counterparts,the fat

9、e of Internet business is called into question.The coming years will be the only reliable indication of whether shopping on the world wide web is the wave of the future or simply an impulse activity whose whim has passed.(404words Notes:on a whim心血潮。surf v.沖浪。in theory在理論上,順理成章。hosting訪問率高的。

10、o question質(zhì)疑,對提出疑問。1.It can be learned from the first paragraph that Internet advertisingAhas taken the place of more traditional methods of advertising.Bis one of the most effective ways to make profits on the web.Cis paralleling advertising methods in traditional business settings.Dseeks to tempt

11、customers through impulse shopping methods.2.The second and third paragraphs are written in order to illustrateAthe policy Internet advertisers design to lure clientele and its outcome.Bthe process and mixed consequences of Internet advertising and shopping.Cthe biggest splash Internet advertisers h

12、ave recently made in sales promotions.Dthe banners Internet advertisers take advantage of to arouse customers'interest.3.Analyzing the current state of the online advertising in paragraph4,the author implies thatAit has to be modified over time to remain effective.Bfor all its current profits,it

13、 will fade in the long run.Cbanners are beginning to lose their advertising efficiency.DInternet advertising methods will continue to decrease sales.4.The expression“do the trick”in the last paragraph most probably meansAcome to the point. Bfulfill their purpose.Cfail of their success.Dlive up to th

14、eir promise.5.The author's attitude toward online advertising can be summarized asAreserved consent but discontent.Bobjective analysis void of opinions.Centhusiastic support but slight contempt.Dapproval so far but uncertainty in the future.Text2Picture-taking is a technique both for reflecting

15、the objective world and for expressing the singular self.Photographs depict objective realities that already exist,though only the camera can disclose them.And they depict an individual photographer's temperament,discovering itself through the camera's cropping of reality.That is,photography

16、 has two directly opposite ideals:in the first,photography is about the world and the photographer is a mere observer who counts for little;but in the second,photography is the instrument of fearlessness,questing subjectivity and the photographer is all.These conflicting ideals arise from uneasiness

17、 on the part of both photographers and viewers of photographs toward the aggressive component in“taking”a picture.Accordingly,the ideal of a photographer as observer is attracting because it implicitly denies that picture-taking is an aggressive act.The issue,of course,is not so clear-cut.What photo

18、graphers do cannot be characterized as simply predatory or as simply,and essentially,benevolent.As a consequence,one ideal of picture-taking or the other is always being rediscovered and championed.An important result of the coexistence of these two ideals is a recurrent ambivalence toward photograp

19、hy's means.Whatever are the claims that photography might make to be a form of personal expression just like painting,its originality is closely linked to the power of a machine.The steady growth of these powers has made possible the extraordinary informativeness and imaginative formal beauty of many photographs,like Harold Edgerton's high-speed photographs of a bullet hitting its target or of the swirls and eddies of a tennis stroke.But as cameras become more sophisticated,mo