Shopping has always been something of an impulse activity, in which objects that catch our fancy while strolling are immediately bought on a whim. Advertisers and sellers have taken advantage of this fact, carefully positioning inexpensive but attractive items on paths that we are most likely to cross, hoping that our human nature will lead to a greater profit for them. With the dawn of the Internet and its exploding use across the world, the same tactics apply. Advertisers now place banners, links to commercial web sites decorated with attractive pictures designed to catch our eyes while browsing the webs, on key web sites with heavy traffic. They pay top dollar for the right, thus creating profits for the hosting web site as well. These actions are performed in the hopes that during the course of our casual and leisurely web surfing, we ll click on that banner that sparks our interest and thus, in theory, buy the products advertised. Initial results have been positive. Web sites report a huge inflow of cash, both from the advertisers who tempt customers in with the banners and the hosting web sites, which are paid for allowing the banners 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 is 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 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, 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 fate 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. Notes: on a whim 心血潮。surf v. 冲浪。in theory在理论上,顺理成章。hosting访问率高的。callinto question质疑,对提出疑问。 31. It can be learned from the first paragraph that Internet advertising [A] has taken the place of more traditional methods of advertising. [ B] is one of the most effective ways to make profits on the web. [C] is paralleling advertising methods in traditional business settings. [D] seeks to tempt customers through impulse shopping methods. 32. The second and third paragraphs are written in order to illustrate [A] the policy Internet advertisers design to lure clientele and its outcome. [B] the process and mixed consequences of Internet advertising and shopping. [C] the biggest splash Internet advertisers have recently made in sales promotions. [D] the banners Internet advertisers take advantage of to arouse customers interest. 33. Analyzing the current state of the online advertising in paragraph 4, the author implies that [A] it has to be modified over time to remain effective. [B] for all its current profits, it will fade in the long run. [C] banners are beginning to lose their advertising efficiency. [D] Internet advertising methods will continue to decrease sales. 34.The expression do the trick in the last paragraph most probably means [A] come to the point. [B] fulfill their purpose. [C] fail of their success. [D] live up to their promise. 35. The author s attitude toward online advertising can be summarized as [A] reserved consent but discontent. [B] objective analysis void of opinions. [C] enthusiastic support but slight contempt. [D] approval so far but uncertainty in the future.
牛津实用英语语法:166 用法
牛津实用英语语法:155 need意指require(需要)
牛津实用英语语法:143 ought/should与完成式连用
牛津实用英语语法:170 see和 hear
牛津实用英语语法:153 needn't have(done)和did't have done
牛津实用英语语法:199 一般现在时用来表示将来
牛津实用英语语法:171 think, assume和expect
牛津实用英语语法:159 can't和couldn't表示否定的推断
牛津实用英语语法:129 may和can用来表示现在或将来的许可
牛津实用英语语法:139 ought的各种形式
牛津实用英语语法:177用来叙述过去发生的事件
牛津实用英语语法:149 表示无义务的各种形式
牛津实用英语语法:144 must和have to的各种形式
牛津实用英语语法:152 needn't+完成式
牛津实用英语语法:179过去式主要用法
牛津实用英语语法:156 must表示推断
牛津实用英语语法:181过去进行时替代一般过去时的用法
牛津实用英语语法:160 will和should表示假设
牛津实用英语语法:167 其他可能的用法
牛津实用英语语法:165 拼写
牛津实用英语语法:154 needn't,could和should+完成式
牛津实用英语语法:168 通常不用于进行时的动词
牛津实用英语语法:162 used
牛津实用英语语法:150 need not与其他各种形式的区别
牛津实用英语语法:175形式
牛津实用英语语法:111 附加评论
牛津实用英语语法:169 feel,look,smell和taste
牛津实用英语语法:157 must与may/might的比较
牛津实用英语语法:109 对他人说话表示同意或不同意
牛津实用英语语法:142 ought/should与进行式连用
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