On the Internet，ads are a real problem. They’re a problem for us，the people
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Surprisingly，they’re also a problem for advertisers and websites. Suddenly the popularity of ad-blocking software has reached a tipping point. According to a study by Adobe and PageFair (which offers anti-ad-blocking services), 41 percent of adults younger than 30 use these blockers. Overall, ad-blocker installations are up 48 percent in a year and that was before Apple began approving ad-blocking apps for the iPhone and iPad last September, marking ad blocking has come to the mobile world for the first time in a huge way.
The thing is, most of those free articles, videos and services you enjoy are brought to you by the advertising. If you’re not seeing the ads, then the central financial transaction of the online content economy collapses. What then?
Some websites appeal to visitors directly, asking you to view the ads. Last summer Wired.com’s home page said，“Please do us a favor and disable your ad blocker.” Other sites simply turn you away if you have an ad blocker installed. The sites for leading UK broadcasters Channel 4 and ITV present a dark screen.
Enter ad-blocker-blocking technology----Web software that tries to fool the ad blockers so that the ads appear despite your blocker. Some companies that operate ad blockers even accept money from large advertisers, although they deny giving ads from those companies, special treatment.
But these tactics treat the public as the enemy. They create a technology arms race. “You will see our ads, like it or not!”
Advertising executives may tell you that one solution may be native advertising: ads dressed up as articles. They're displayed as actual stories or videos rather than splashy ads, so they pass through ad blockers. These can lead to some murky territory, however, blurring the line between traditional content and content aiming to sell you something.
So tech Utopians like me wonder why the answer isn’t micropayments. You know, instead of looking at ads, you're automatically billed a few cents for each article you read or video you watch. Unfortunately, in the late 1990s and early 2000s a bunch of companies tried to invent micropayment systems; all of them failed.
To find out why, I tracked down the CEOs of some of the startups who have all moved on to other endeavors. “Micropayments sound great on paper,” former BitPass CEO Douglas Knopper told me. “But in practice, they require four things for the consumer that are hard to pull off: simplicity, ubiquity, security and it has to be free. The economics to the retailer don’t work，because there are too many middlemen credit card processors, etc. So until someone figures out how to crack the code ... micropayments aren’t going to get any traction.”
The timing was wrong，too. Charles Cohen，founder of failed micropayment company Beenz, told me that these efforts mostly died “because the dot-com bubble burst, and most of the companies who were accepting and issuing our microcurrency went up in a puff of smoke.”
So micropayments may face an uphill battle, but there asn’t any screamingly obvious reasons why they couldn’t work now. It seems Web companies would be happy to get out of the ad-blocking arms race, while Web users, well, we wouldn't mind paying a few cents here and there to never encounter another intrusive banner ad or slow-to-load video ad.
單選題第1題Online ads are a nuisance for people because____ .
A.websites are full of ads
B.loading ads takes time
C.they pay money for making ads
D.ads slow down network speed
參考答案：B
答案解析：細(xì)節(jié)題。第1段第2句指出，網(wǎng)上廣告讓我們困擾的原因有四點(diǎn)，一方面廣告會(huì)把網(wǎng)頁弄得亂七八糟，另一方面加載廣告會(huì)因消耗移動(dòng)流量而費(fèi)錢(cost our money)，損耗電池壽命(battery life)而且浪費(fèi)我們的時(shí)間(time)。故選B (加載廣告消耗時(shí)間)。注意選項(xiàng)A與文中提及的clutter up our Web pages表述相似，容易誤選。應(yīng)辨析兩種表達(dá)的差異。根據(jù)詞典的釋義：be foil of意為“containing as much or as many thingsor people as possible, so there is no space left”。據(jù)此可知，A更強(qiáng)調(diào)網(wǎng)頁被廣告充滿了，己經(jīng)沒有空間展示其他內(nèi)容。clutterup意為 “to cover or fill a space or room with too many things, so that it looks very untidy”。強(qiáng)調(diào)堆得亂七八糟，讓網(wǎng)頁頁面顯得很不整潔。言下之意，廣告影響了網(wǎng)頁的視覺效果，但沒有影響網(wǎng)頁的內(nèi)容呈現(xiàn)。因此排除選項(xiàng)A。選項(xiàng)C試圖用pay money for...吸引考生視線，與后文作者倡議的付費(fèi)消除廣告混淆。
單選題第2題We can learn from Paragraph 2 that____ .
A.advertisers are against ad-blockers
B.most adults utilize ad-blockers
C.ad-blockers are welcomed by companies
D.the rate of installing ad-blockers is rising
參考答案：D
答案解析：推斷題。第2段第4句明確指出廣告攔截軟件的安裝總量在一年中已然增長(zhǎng)了48%。故選D (廣告攔截軟件的安裝率在上升)。41%的30歲以下的成年人使用這些攔截軟件，并不是大部分的成年人，故排除B。
單選題第3題Blocking online ads will have an effect on____ .
A.the availability of free services
B.the economy of the country
C.the transaction of businesses
D.the installation of apps
參考答案：C
答案解析：細(xì)節(jié)題。第3段第1句提到廣告能推薦你喜歡的免費(fèi)文章、視頻和服務(wù)。攔截廣告也許會(huì)攔截部分免費(fèi)服務(wù)的信息，但并不意味著阻斷其他獲取免費(fèi)服務(wù)的渠道，故應(yīng)排除A。第2句提到了廣告被攔截之后會(huì)出現(xiàn)的問題：網(wǎng)絡(luò)內(nèi)容經(jīng)濟(jì)的核 心金融交易就會(huì)崩潰，因此可以推斷廣告被攔截會(huì)影響金融交易，故選C。
單選題第4題If you have an ad-blocker installed, ____.
A.you will not be welcomed by websites
B.you can still enjoy free articles and services online
C.you will be required to see the websites’ ads
D.you will be interrupted frequently by the ad-blockers on websites
參考答案：A
答案解析：推斷題。第4段第1到4句逐一列舉有些網(wǎng)站會(huì)請(qǐng)求用戶瀏覽廣告、禁用廣告攔截器、拒絕安裝了廣告攔截軟件的用戶訪問或顯示黑屏等做法，說明各大網(wǎng)站對(duì)安裝了廣告攔截軟件的用戶，都或多或少地表現(xiàn)出不友好。故選A。
單選題第5題Although ad-blockers are loaded, we can still see the ads because _____.
A.ad-blockers fail to work effectively
B.online ads are handled in a special way
C.ad-blocker companies cheat the public
D.competition in blocking technology is fierce
參考答案：C
答案解析：推斷題。第5段第2句指出有些運(yùn)營廣告攔截器的公司會(huì)收取大型廣告客戶的錢，私下對(duì)它們的廣告進(jìn)行特殊處理。由此可以推斷這些廣告攔截公司是在欺騙大眾，故選C。
單選題第6題What does the word “murky” underlined in Paragraph 7 mean?
A.Obscure.
B.Somber.
C.Gloomy.
D.Ambiguous.
參考答案：A
答案解析：語義題。文中murky的意思是“模糊的，含糊的”。整句的意思是偽裝成故事的廣告(軟文)模糊了傳統(tǒng)內(nèi)容與推銷內(nèi)容之間的界限。故選A (不易看清的，不分明的)。試比較這幾個(gè)詞的釋義：
murky adj.complicated and difficult to understand
obscure adj.difficult to understand
somber adj.sad and serious; dark and without any bright colours
gloomy adj.dark, especially in a way that makes you feel sad
ambiguous adj.something that is ambiguous is unclear, confusing, or not certain,especially because it can be understood in more than one way
單選題第7題According to Douglas Knopper, micropayment systems failed mainly because
A.the companies switched to other trades
B.the requirements were difficult to fulfill
C.the micropayment systems were not feasible
D.the middlemen had to figure out their profits
參考答案：B
答案解析：細(xì)節(jié)題。第9段第3句中道格拉斯提到小額支付需要滿足用戶的四點(diǎn)要求，而這四點(diǎn)都難以實(shí)現(xiàn)。故選B (必要條件難以滿足)。選項(xiàng)A是小額支付無法成功的后果。第4句提到零售商如果使用小額支付，由于中間環(huán)節(jié)過多，得不到經(jīng)濟(jì)效益。故排除選項(xiàng)C。第5句中出現(xiàn)figures out詞，是說有人破譯代碼，而非中間商算出利潤。故排除D。
單選題第8題Charles Cohen’s statement in Paragraph 10 implies that______ .
A.micropayment companies went out of business
B.microcurrency was not acceptable in society
C.wrong timing means failure to companies
D.dot-com was not reliable for free access
參考答案：A
答案解析：推斷題。第10段第1句提出小額支付當(dāng)時(shí)遭遇失敗的原因也是時(shí)機(jī)不對(duì)。但不能因此說錯(cuò)誤的時(shí)機(jī)對(duì)公司來說就一定意味著失敗。選項(xiàng)C排除。第2句查爾斯為作者分析之前所有努力失敗的原因，注意信號(hào)詞“because”，由于網(wǎng)絡(luò)泡沫的破滅，大多數(shù)使用和發(fā)布小額交易軟件的公司都己煙消云散。句中用了隱喻的修辭手法，把小額交易軟件比作“膨脹的氣泡爆破后化為一縷青煙”，暗指這些公司都關(guān)門破產(chǎn)。故應(yīng)選A (小額支付公司關(guān)門破產(chǎn))。
單選題第9題Whafs the author's tone about the future of micropayments?
A.Optimistic.
B.Indifferent.
C.Critical.
D.Pessimistic.
參考答案：A
答案解析：觀點(diǎn)題。全文最后一段用了欲揚(yáng)先抑的手法，先說小額支付可能面臨苦戰(zhàn)，然后話鋒一轉(zhuǎn)(注意信號(hào)詞but)，用雙重否定指出這些軟件還是可以使用的。第2句分別從網(wǎng)絡(luò)公司和網(wǎng)絡(luò)用戶兩個(gè)角度指出使用小額支付可能帶來的好處，網(wǎng)絡(luò)公司可以擺脫廣告攔截競(jìng)備賽，網(wǎng)絡(luò)用戶不再受網(wǎng)絡(luò)廣告的困擾，一舉兩得。由此可見作者對(duì)小額支付的前景是樂觀的，故選A。
單選題第10題Which of the following can be the title of this passage?
A.The Popularity of Ad-Blocker Technology
B.The Problems Caused by Online Ads
C.The Way to Banish Online Ads
D.The Failure of Micropayments
參考答案：C
答案解析：主旨題。該題要求選取文章標(biāo)題。梳理全文可以看出，作者從網(wǎng)絡(luò)廣告這個(gè)問題入手，著重提出解決這一問題的辦法用廣告攔截軟件或使用小額支付。選項(xiàng)A和D都只是文章中涉及的部分內(nèi)容，不能統(tǒng)領(lǐng)全文。故排除。可以看出兩個(gè)解決方案都是為了消除廣告，因此選C (消除網(wǎng)絡(luò)廣告的方法)。需注意，因?yàn)榍皟啥味荚谡f廣告是一個(gè)問題，容易誤選B(網(wǎng)絡(luò)廣告帶來的問題)。
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