单选题 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 worldwide web is the wave of the future or simply an impulse activity whose whim has passed.

单选题 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

【正确答案】 C

【答案解析】[考点] 细节理解题。 [解析] 第1段的主题核心句是该段的最后一句，它写道：“With the dawn of the Internet and its exploding tlse across the world, the same tactics apply. ”(随着互联网的到来以及它在全世界的大量使用，所采用的促销策略依然与以前相同。)可见，选项C“与传统环境中的做广告方法相类似。”与上句句意基本相同。故应选C。A的表述不能入选，因为互联网做广告并未替代传统广告方式。B太绝对化，不能入选。D干扰性强，它不能入选是因为其不是第1段的中心思想。由此可见，段落核心句常常是考研命题组命题的考点，考生务必注意。注意：catch one's fancy吸引某人，合某人心意。

单选题 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

【正确答案】 A

【答案解析】[考点] 细节归纳题。 [解析] 选项A“互联网广告商设计来引诱顾客的做法及其结果”概括了2、3两段的中心思想：第2段谈具体方法；第3段则谈取得的成果。故答案非A莫属。B．the process and mixed consequences of Internet advertising and shopping. (网上做广告与购物的过程及忧喜参半的后果)与第2、3段段落内容不符。C与D的表述均存在片面性，不能入选。注意：pay top dollar for为……付高价。

单选题 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

【正确答案】 A

【答案解析】[考点] 推理判断题。 [解析] 第4段第1句指出：“然而，当前的形势并不太乐观。”接着提出论据加以阐述。最后在本段结论句中写道：“如果互联网上做广告要继续成为一种能自行发展并有利可图的商业活动，那就必须考虑新的方法使这个行业更具活力。”可见，作者暗示，网上做广告必须与时俱进以便保持其有效作用。选项A正是这个意思。B“尽管它目前盈利，但最终要萧条”不能入选。C“旗子正失去它们的广告效用”只谈现象，不谈本质。是强干扰项，考生务必在2011年考试时注意类似干扰。D“互联网上做广告将继续减少销量”与本段中心思想不符，因为问题不在于网上做广告本身，而是应该不断改变做广告的形式以吸引顾客。

单选题 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

【正确答案】 B

【答案解析】[考点] 词组释义题。 [解析] A．come to the point(谈正题)与上下文不符；C．fail of their suecess(达不到它们的成功)与原义正反颠倒；D．live up to their promise(实践它们的诺言)是强干扰项，命题者采用概念偷换的手法来干扰考生的判断。do the trick意为“奏效”而不是“实践诺言”。最后一段写道：“由于技术领域最近不景气和经济减速，即使新的做法可能也不奏效。由于消费者要存更多的钱并不断光顾传统的房地产公司而不是互联网上相应的公司，所以互联网业务的命运未卜。”根据上述语言环境可以判断B为正确选项。

单选题 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

【正确答案】 D

【答案解析】[考点] 作者态度题。 [解析] 从整个文章来看，前半篇讲述网上做广告的策略、具体做法和成果。后半篇指出存在的问题以及很难预测的未来。A“有保留的同意但不满”；B“缺少观点的客观分析”；C“热情支持但有点蔑视”；均不合全文所体现的作者态度。只有D“至今赞同但对未来不能肯定”反映了作者对网上广告的看法。注意：考生解阅读理解选择题时要区分宏观与微观、全局与局部、本质与现象。