考研英语一真题答案解析:阅读理解分享

今天给大家分享的是考研英语一真题答案解析:阅读理解分享，考研的真题有助于考生在复习时更加关注重点题型，提高复习效率。大家可以参考下面的文章，祝各位同学们都能成功上岸。

考研英语一真题答案解析:阅读理解分享

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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 “behavioural” 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 behavioural 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 the 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 behavioural 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 favourably 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?

21. It is suggested in Paragraph 1 that “behavioural” ads help advertisers to A lower their operational costs.

B ease competition among themselves. C avoid complaints from consumers. D provide better online services.

22. “The industry” (Para. 3) refers to A online advertisers.

B e-commerce conductors.

C digital information analysis. D internet browser developers.

23. 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.

24. Which of the following is true according to Paragraph 6? A Advertisers are willing to implement DNT.

B DNT may not serve its intended purpose.

C DNT is losing its popularity among consumers. D Advertisers are obliged to offer behavioural ads.

25. The author’s attitude towards what Brendon Lynch said in his blog is one of A appreciation.

B understanding. C indulgence.

D skepticism.

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1. 【答案解析】正确答案是A。细节题。根据题干已知信息“behavioural” ads 可将答案定位在首段的第二、三句话。这两句话指出，互联网时代的行为广告能瞄准目标顾客，减少被浪费掉的部分广告经费，由此可知，选项A“降低广告商的运营成本”是正确答案。

2. 【答案解析】正确答案是 D。名词指代题。“The industry”所在句指出，the FTC 和the DAA 达成了共识：the industry 要对DNT 做出迅速回应，结合上下文语境可知， the industry 指代前文出现的内容——“微软的 IE 浏览器和苹果的 Safari 浏览器”以及谷歌浏览器，也就是D 表述的“网络浏览器开发商”，所以 D 选项正确。

3. 【答案解析】正确答案是 C。细节题。根据题干中的关键词 Bob Liodice，DNT 和default 可将答案定位在第五段的最后几句话。Bob Liodice 说，如果广告商收集不到有关消费者偏好的信息(即题干所提的“将DNT 设为默认”带来的后果)，那么这对于消费者来说将更为不利。C 是对原文中的consumers will be worse off 的同义互换，所以C 是正确答案。

29【. 答案解析】正确答案是 B。细节题。本段末句提到 some may ignore a DNT signal

and press on anyway“有些广告商会忽略"禁止跟踪"信号，不管不顾地继续追踪用户在线行为”，而设置“禁止追踪”的初衷是为了保证人们的在线行为不被追踪。由此可推知， "禁止跟踪"可能不会达到预期的目的。所以B 项正确。

30. 【答案解析】正确答案是D。态度题。根据题干已知信息Brendon Lynch 定位到文章末段最后两句。Brendon Lynch 在博客中写道：“我们认为用户应该有更大的话语权。”最后一句Could it really be that simple? “真的是这么简单吗?”体现了作者的态度，很显然，作者对于微软采取这一措施的动机表示质疑。所以 D 项正确。

【全文翻译】

老话说得好，一半的广告预算都打了水漂——问题是，没有人知道到底是哪一半。

在互联网时代，至少在理论上，这一部分可大幅度减少。通过观察人们搜索的内容、点击的链接和在线评论，公司能够向那些最有可能购买的顾客身上投放“行为”广告。

在过去的几周内，一席争吵已经体现出这样精准的信息对于广告商的价值。广告商们应该假定人们愿意被追踪并且被发送行为广告吗?还是应该获取用户的明确的许可?

2010 年 12 月份，美国的联邦贸易委员会提议将“禁止跟踪”选项添加到网络浏览器中，以便用户能够告诉广告商们他们不想被追踪。微软的 IE 浏览器以及苹果的 Safari 浏览器都有“禁止跟踪”选项;今年，谷歌的Chrome 浏览器也将提供这一功能。2 月份，联邦贸易委员会与数字广告联盟达成共识：希望该行业继续加快响应“禁止追踪” 的请求。

5 月 31 日，微软引发了这场争论。它声称将在随公司 Windows 8 一起面市的 IE10

浏览器中，设置 DNT 为默认选项。

广告商们一阵恐慌。人性使然，大部分人坚持使用默认设置。现在很少有人会开启DNT 选项，但如果“追踪”被关闭，它就会一直保持关闭状态。全国广告商协会主席Bob Liodice 说：“如果广告行业不能收集消费者的偏好信息，那么这对于消费者来说将更为不利。”他还说：“人们收到的广告不会减少，他们收到的是更没有意义，更缺少针对性的广告。”

目前仍然不清楚广告商会作何回应。尽管一些公司已经承诺会在收到DNT 信号后停止追踪，但是收到DNT 信号的公司并没有义务停止跟踪。因为无法判断用户是真正反对“行为”广告，还是没有更改微软提供的默认选项，所以有些广告商会忽视DNT 信号，继续追踪信息。

同样不清楚的是，为何微软孤军奋战。毕竟微软公司也有广告业务，尽管该公司仍在研究如何对DNT 请求做出回应，但却声称会遵守 DNT 请求。如果微软公司想要去激怒几乎全靠广告业务运营的谷歌的话，那么它选择了一条间接的途径：没人保证默认的DNT 将会成为行业规范。DNT 似乎不会成为Windows 8 的巨大卖点——尽管微软之前以此为标准将旗下的其他产品与谷歌的相媲美。微软的首席隐私官 Brendon Lynch 在博客中曾经这样写道：“我们相信消费者们应该有更多的控制权”。事情真能这么简单吗?

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