Television is a relatively stable advertising medium. In many ways, the television ads today are almost the same to those two decades ago. Most television ads still feature actors, still run 30 or 60 seconds, and still show a product. However, the different medium of the Internet causes unique challenges to advertisers, forcing them to adapt their practices and techniques.
In the early days of Internet marketing, online advertisers used banner (框式廣告) and pop-up ads (彈出式廣告) to attract customers. These techniques reached large audiences, led to many sales leads, and came at a low cost. However, a small number of Internet users began to consider these advertising techniques annoying. Yet because marketing strategies relying heavily on banners and pop-ups produced results, companies invested growing amounts of money into purchasing these ad types. As consumers became more complicated, frustration with these online advertising techniques grew. Independent programmers began to develop tools that blocked banner and pop-up ads.
A major development in online marketing came with the introduction of pay-per-click ads. Unlike banner or pop-up ads, which originally required companies to pay every time a website visitor saw an ad, pay-per-click ads allowed companies to pay only when an interested potential customer clicked on an ad. More importantly, however, these ads are not affected by the pop-up and banner blockers. As a result of these advantages and the incredible growth in the use of search engines, which provide excellent places for pay-per-click advertising, a great number of companies began turning to pay-per-click marketing. However, as with the banner and pop-up ads, pay-per-click ads came with their shortcomings. When companies began pouring billions of dollars into this emerging medium, online advertising specialists started to notice the presence of what would later be called click fraud (欺詐): representatives of a company with no interest in the product advertised by a competitor click on the competitor’s ads simply to increase the marketing cost of the competitor. Click fraud grew so rapidly that marketers sought to diversify (擺脫) their online positions away from pay-per-click marketing through new mediums.
Although pay-per-click advertising remains a common and effective advertising tool, marketers adapted yet again to the changing elements of the Internet by adopting new techniques such as pay-per-performance advertising. As the pace of the Internet’s evolution increases, it seems all the more likely that advertising successfully on the Internet will require a strategy that avoids constancy (持續(xù)性) and welcomes change.
【小題1】What is the main idea of the passage?
| A．The pace of the Internet’s evolution is increasing and will only increase in the future. |
| B．Internet advertising fails to reach Internet users, causing ads to be blocked. |
| C．The Internet has experienced dramatic changes in short periods of time. |
| D．Rapid development of the Internet calls for new advertising strategies and mediums. |
| A．the type of individual each medium reaches |
| B．whether the medium is interactive |
| C．the pace at which the medium develops |
| D．the cost of advertising with each medium |
| A．Using software to block competitors’ advertisements. |
| B．Clicking on the pay-per-click ads of competitors. |
| C．Clicking on the banner advertisements of opponent companies. |
| D．Using search engine to attack the pages of competitors. |
| A．It will eventually become less popular just like other forms of Internet advertising. |
| B．It will not face shortcomings due to its differing approach to online marketing. |
| C．Internet users will develop free software to block its effectiveness. |
| D．Although it improves on pay-per-click advertising, it still suffers from click fraud. |
【小題1】D
【小題2】C
【小題3】B
【小題4】A
解析試題分析：文章介紹了隨著互聯(lián)網(wǎng)的發(fā)展，互聯(lián)網(wǎng)廣告的出現(xiàn)和發(fā)展變化。
【小題1】考查文章大意�？蚴綇V告和彈出式廣告在起到宣傳作用的同時，也給互聯(lián)網(wǎng)用戶帶來了煩惱，有人開始制作工具來阻止框式和彈出式廣告�；ヂ�(lián)網(wǎng)的發(fā)展需要新的廣告策略。故選D。
【小題2】工具第一段第一句“Television is a relatively stable advertising medium.”可知，電視作為廣告媒體，廣告形式比較穩(wěn)定，而互聯(lián)網(wǎng)媒介的廣告形式卻不斷地發(fā)生變化。故選C。
【小題3】工具第三段倒數(shù)第二行“to increase the marketing cost of the competitor.”可知，那種為了增加競爭對手的開支而進行的點擊，屬于廣告欺詐。故選B。
【小題4】根據(jù)最后一段可知，互聯(lián)網(wǎng)的發(fā)展速度非�？�，因此，與之有關的廣告形式必須不斷的改變。最好的情況就是，運用一種能夠避開持續(xù)性的變化的策略。故選A。
考點：說明類短文閱讀
科目：高中英語 來源： 題型：閱讀理解
Plants are flowering faster than scientists predict in reaction to climate change, which could have long damaging effects on food chains and ecosystems.
“Global warming is having a great effect on hundreds of plant and animal species around the world, changing some living patterns.” scientists say.
Increased carbon dioxide (CO2) in the air from burning coal and oil can have an effect on how plants produce oxygen, while higher temperatures and changeable rainfall patterns can change their patterns of growth.
“Predicting species’ reaction to climate change is a major challenge in ecology,” said the researchers of several U.S. Universities. They said plants had been the key object of study because their reaction to climate change could have an effect on food chains and ecosystem services.
The study, published on the Nature website, uses the findings from plant life cycle studies and experiments across four continents and 1,634 species. It found that some experiments had underestimated the speed of flowering by 8.5 times and leafing by 4 times.
“Across all species, the experiments underestimated the speed of the advance—for both leafing and flowering—that results from temperature increases,” the study said.
“The design of future experiments may need to be improved to better predict how plants will react to climate change,” it said.
Plants are necessary for life on the Earth. They are the base of the food chain, using photosynthesis (光合作用) to produce sugar from carbon dioxide and water. They let out oxygen which is needed by nearly every organism on the planet.
Scientists believe the world’s average temperature has risen by about 0.8 ℃ since 1900, and nearly 0.2 ℃ every ten years since 1979.
So far, efforts to cut emissions of planet-warming greenhouse gases are not seen as enough to prevent the Earth heating up beyond 2 ℃ this century—a point scientists say will bring the danger of a changeable climate in which weather extremes are common, leading to drought, floods, crop failures and rising sea levels.
【小題1】What is the key information the author wants to give in Paragraph 1?
| A．The increasing speed of flowering is beyond scientists’ expectation. |
| B．Climate change leads to the change of food production patterns. |
| C．Plants’ reaction to weather could have damaging effects on ecosystem. |
| D．Food chains have been seriously damaged because of weather. |
| A．scientists should improve the design of the experiments |
| B．plants’ flowering is 8.5 times faster than leafing |
| C．there are 1,634 plant species on the four continents |
| D．the experiments failed to predict how plants react to climate change |
| A．they can prove the climate change clearly |
| B．they are very important in the food chains |
| C．they play a leading role in reducing global warming |
| D．they are growing and flowering much faster than before |
| A．It has risen nearly 0.2 ℃ since 1979. |
| B．It is 0.8 ℃ higher in 1979 than that of 1990. |
| C．It needs to be controlled within 2 ℃ in this century. |
| D．Its change will lead to weather extremes. |
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科目：高中英語 來源： 題型：閱讀理解
Beautiful cars surrounded by even more beautiful models--it’s no secret why the 2012Beijing Auto Show was popular.
The exhibition was held between April 23 and May 2. Although renowned companies showed off their top models, it wasn’t just their expensive sports cars that grabbed people’s attention.
Concept cars are a way for designers to test out their ideas on the public with complete freedom. They can try out cars with special features that could not be massively(批量) produced easily.
Designers don’t have to follow industry rules；they don’t even need to worry about whether their cars would be fllowed on the roads．
At the Beijing Auto Show，the@Ant by Chery was one concept car to draw a lot of attention．China Daily called it‘‘the very definition of a concept car”．
The vehicle is powered by electricity and is capable of driving itself．But the magic doesn’t end there．
The@Ant was inspired by actual ants．According to Car News China，with the help of automated telemetric systems，@Ants are able to“see” other@Ants and compare destination information. If two are heading the same way for a while, the vehicles connect, with one car’s rear (后面的)wheels matching up with the front wheels of another car．Up to 10@Ants can be put together and will automatically connect to form a“train"．This will help save energy while traveling, as well reducing traffic jams.
The car sounds like a great idea．Further research will be needed to turn this concept car into something for the market，but concepts like Chery’s show how carmakers are working for cleaner and greener vehicles．It’s like what the@Ant motto says，“Exploring future human beings’lifestyles”．
【小題1】The concept car is getting popular because .
| A．it looks like an ant |
| B．it is beautifully designed |
| C．it is exhibited as a top model |
| D．it conveys a new idea for the future |
| A．By connecting each other and running together． |
| B．By driving themselves without man’s control． |
| C．By comparing their destination information． |
| D．By reducing traffic jams on the roads． |
| A．to test the safety of the concept car |
| B．to follow the rules in the car industry |
| C．to show their unique idea of complete freedom |
| D．to see if concept cars can be massively produced |
| A．Concept Cars Are Driving to the Future |
| B．The@Ant Draws a Lot of Attention |
| C．The@Ant Is a Top Model of Concept Cars |
| D．Concept Cars Are Cleaner and Greener |
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科目：高中英語 來源： 題型：閱讀理解
Scientists in Mexico have just begun a new study of one of the world’s biggest pyramids: the Pyramid of the Sun, north of Mexico City. They’re putting lots of small, high-tech machines under the pyramid to try to unlock some of its secrets. For thousands of years, people have tried to uncover the secrets of the pyramids.
The people who built the pyramids made lots of secret doors and rooms to stop robbers from finding the treasures inside. However, there always have been some smart thieves in history. Now, almost all of Egypt’s pyramids have been robbed, including the Great Pyramid of Khufu, which is the largest pyramid in the world. It is the only one of the ancient wonders of the world that is still standing.
In AD 820, an Arab king named Abdullah AL Manum got a group of workers to dig their way into the Great Pyramid and have a look. Inside the pyramid, they found three rooms—the Queen’s Chamber, the Grand Gallery and the King’s Chamber. But to their surprise, the men didn’t find the treasures they wanted. The Queen’s and King’s Chambers were both empty! Where were the King’s mummy and his treasures? Had someone already taken them away? The huge stone doors at the pyramid’s entrance were still closed when AL Manum’s men went inside. How had the thieves got in and out?
Since then, many people have gone inside the Great Pyramid to have a look or to try to take things. But still, no other chambers or walkways have been found.
In 2002, an American team made the most recent visit to the Great Pyramid. Scientists sent a robot into the pyramid, but they only found a mysterious locked stone door.
【小題1】 The first two paragraphs were written to show that ____.
| A．a(chǎn)ncient Egyptian emperors were cruel |
| B．the Pyramid of the Sun is an unusual historic building |
| C．construction workers led a hard life in ancient Egypt |
| D．the secrets of the pyramids remain to be uncovered |
| A．To try to unlock some of its secrets |
| B．To stop robbers from finding the treasures inside |
| C．To refuse some visitors all over the world into it |
| D．To tell the truth to the people in the future |
| A．It is the largest pyramid in the world. |
| B．It is the only one of the ancient wonders that is still standing. |
| C．Abdullah AL Manum took the King’s mummy and his treasures away |
| D．Scientists found a mysterious locked stone door to the Great Pyramid |
| A．The Pyramid of the Sun |
| B．The Great Pyramid of Khufu |
| C．A Mysterious Locked Stone Door |
| D．Unlocking the Doors of History of the Pyramid |
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科目：高中英語 來源： 題型：閱讀理解
Watercress is positively packed with healthy vitamins and minerals. The writings of both the Romans and the Ancient Greeks record the consumption of watercress by all classes. Hippocrates, “the father of medicine”, was so convinced that watercress was a great healer that he built his first hospital next to a stream so that he could grow a plentiful supply of the shiny green leaves for his patients. The Romans chewed watercress in large quantities, believing that it would cure baldness. They, too, looked with favor on watercress as a salad.
Watercress sandwiches were traditionally a breakfast item in nineteenth-century Europe. The most basic type of watercress sandwich has two pieces of white bread with a mixture of butter and watercress greens . A nickname(綽號)for the vegetable, in fact, was “poor man’s bread”, because watercress was often eaten on its own for breakfast by families that could not afford the bread to go with it.
Watercress is a member of the mustard(芥菜) family. It contains vitamins C(66mg per 100g), K and A, and is also a valuable source of minerals such as iron, potassium, copper and calcium. The mustard oils in its silky leaves and stems(莖)contain an ingredient known as PEITC. Recent research has proved that PEITC can prevent the growth of cancer cells and, in some cases, actually destroy them.
The best watercress has silky green leaves without any marks and has undamaged stems, The older the plant, the darker are its leaves and the thicker its stems. This means a higher concentration of oils and vitamins. Young watercress, on the other hand, may be harvested after only twenty-eight days growth and has a milder taste. It is best to eat watercress fresh and raw , to keep more of its valuable nutrients, but it can be lightly cooked and used as an alternative to spinach—another dark green vegetable—in various recipes. From soups to salads, watercress is now considered around the world as a natural and healthy super food.
【小題1】From paragraph 1, we can learn that________.
| A．watercress is usually grown in wet areas |
| B．the ancient Greeks only used watercress for medicine |
| C．watercress is the most ancient vegetable known to man |
| D．the Romans rubbed watercress on their heads to cure baldness |
| A．butter | B．watercress | C．breakfast | D．bread |
| A．has lighter green leaves |
| B．contains more minerals |
| C．is better for medical use |
| D．is more suitable for eating raw |
| A．The history of watercress | B．watrcress, a medicinal plant |
| C．Watercress, the amazing food | D．New findings about watercress |
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科目：高中英語 來源： 題型：閱讀理解
Plastic is everywhere because plastic is an extremely useful material. It is cheap, strong and lightweight. What’s more, it can take on nearly any form or shape, from soft and stretchy (有彈性的) to hard and glasslike.
Plastic, however, is far from perfect. It may even be bad for us. Studies now suggest that poisonous chemicals can get out of some types of plastic, get into our bodies, and cause a variety of health problems, including cancer, birth defects and attention deficit hyperactivity disorder (注意缺陷障礙).
Two types of chemicals in particular have raised special concern lately. They are called phthalates (鄰苯二甲酸鹽) and Bisphenol-A (二酚基丙烷), BPA for short. Not all plastic products contain them. But the ones that do are surrounded by controversy (爭議). That’s because experts disagree on how dangerous these chemicals are.
Plastic is a single word, but plastic isn’t just one thing. What all plastics share in common are plasticizers -- special chemicals that allow the material to be changed into nearly any shape or texture. Plasticizers (塑化劑) are added to plastic during the manufacturing process.
Phthalates and BPA are two types of plasticizers that work in different ways. Phthalates add softness to things like shampoo bottles, raincoats and rubber. They are also used in perfumes and makeup. BPA, on the other hand, gives a hard, clear, almost glasslike feel to products such as infant bottles. BPA also appears in food and soda cans, DVDs and other unexpected places.
How do these chemicals get into us? When plastic is heated in the microwave or dishwasher, chewed on or scratched, the chemicals can seep (滲透) out of the plastic. Even though we can’t see them, we eat them, drink them and breathe them in.
Scientists and parents are especially worried about young children, who tend to chew on everything, including plastic. Dozens of countries, including the European Union, Japan, Canada and Mexico have already banned phthalates from products made for children younger than three. California and Washington have done the same. And a number of other states are considering similar rules. As for BPA, Canada became the first country to ban the chemical from baby bottles. A dozen states are considering it.
【小題1】What can we know about the plastic from the first paragraph?
| A．Its characters and effects. | B．Its wide use and bad points. |
| C．Its importance and chemicals. | D．Its popularity and advantages. |
| A．A soft plastic cup. | B．A pencil eraser. |
| C．A baby milk bottle. | D．A new perfume. |
| A．through mouth or nose | B．through blood transfusion |
| C．by feeling plastic products | D．by heating in the microwave |
| A．A new ban on plastic products. | B．Problems caused by the plastic. |
| C．Good points of the plastic. | D．The use of plasticizers. |
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科目：高中英語 來源： 題型：閱讀理解
When Geoff Marcy was 14, his parents bought him a telescope. Every night, he would go onto the roof outside his window to see the wonders of the sky.
“What excited me most was whether there were planets in other solar systems where life might exist,” he says. “I decided to try to find planets orbiting other stars like our Sun.”
And he did. “My fellow researcher, Paul Butler, and I found our first planet in 1995,” Dr. Marcy says. “We worked for ten years without finding anything! But we stuck with it and our patience paid off.”
Since then, the two scientists have discovered 65 of the more than 100 planets found orbiting other stars. Dr. Marcy and Dr. Butler also spotted the first “family” of three planets. In June 2002 they announced another discovery: a Jupiter-like planet orbiting star 55Cancri.
At first, the two researchers found only planets that orbit close to stars. Recently, the scientists found planets farther out. The planet orbiting 55Cancri is a major breakthrough: it is the first sighting of a large gas planet about same distance from the star as Jupiter is from the Sun.
Why is this important ? Scientists think that life on Earth may exist because of two special features in our solar system. The first is Jupiter.
“Because it’s so big, Jupiter pulls comets and asteroids(小行星), or they all come and hit the Earth.” Dr. Marcy explains. “Without Jupiter , life on Earth would likely have been destroyed.”
A second feature is that Earth is a rocky planet where liquid water, which is necessary for life , can exist. Unlike gas planets, rocky planets like Earth have surfaces where water can gather in pools and seas, which may support life. A huge space exists between the Jupiter-like planet and two other planets that lie close to 55Cancri. Is there an Earth-like planet in the space, too small for us to notice? If so, says Dr. Marcy, “We would have two striking similarities to our solar system: a Jupiter-like planet and an Earth-like planet. And there may be life!”
【小題1】What can we learn about Dr. Marcy from the passage?
| A．He is fond of watching Jupiter. |
| B．He is from a scientist family. |
| C．He dislikes working with Paul Butler. |
| D．He is interested in finding life in outer space. |
| A．The planet is not as protective as Jupiter. |
| B．The planet is close to star 55Cancri. |
| C．The planet proves to be a gas planet. |
| D．The planet is as large as Jupiter. |
| A．1995 | B．1985 | C．2002 | D．1981 |
| A．he has found the system similar to the solar system. |
| B．he has discovered an Earth-like planet there. |
| C．he has discovered a rocky planet there. |
| D．he has found signs of life in the system |
| A．they felt discouraged | B．they carried on with it |
| C．they failed in their attempt | D．they made some progress |
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科目：高中英語 來源： 題型：閱讀理解
While nature lovers across the world wish all humans to realize the significance of their natural surroundings ,many Australians are turning caring for the environment into a way of life.
Julie Astonis ,an Australian housewife in Brisbane is one such example, Even though autumn is approaching Australia’s Brisbane in April, one can still watch colorful blooming （盛開的）flowers in Julie’s little garden, as she tells that in her community, “Each of us has a beautiful yard, The whole community, from children to elderly people, takes care of the environment as if they are taking care of their own garden.”
“Gardening is the most popular club in our community,”she says, “A lot of retired people don’t just regularly organize gardening lectures, but also personally visit families in the community to provide gardening training , So you can see that flowers continue to bols-som in our gardens throughout the year.”
Talking about her people’s sense of care for the environment, Julie says when people in the community take along their dog, they always carry a garbage bag to deal with the dog’s waste, “In our community ,you will never experience the embarrassment of stepping on the dirty waste while you are walking on the grass,”says Julie with a smile,“Taking care of the dog’s waste can also help to develop children’s sense of responsibility!”
As to protecting water resources , the Australian government has made strict rules for families, Julie says, “We certainly would not use tap water to water the flowers!”She ways almost every family in her community has a huge tank used to store rainwater, which is later used as the resource of all outdoor water use, connect the water tank with their toilets.
【小題1】From the first three paragraphs we learn that .
| A．gardening is popular in most part of Australia |
| B．April is a great time for people to enjoy flowers |
| C．it’s not easy to keep a garden without proper training |
| D．Julie’s community has a deep sense of caring for nature |
| A．She takes pride in her community. |
| B．She once stepped on a dog’s waste. |
| C．She is quite in favor of raising a dog. |
| D．She finds it embarrassing to walk on the grass. |
| A．rainwater is not the best resource |
| B．her community owns a public tank |
| C．her community makes full use of resources |
| D．it is not necessary to water flowers very often |
| A．Two | B．Three | C．Four | D．Five |
| A．Love nature, the Australian way | B．How Australians save resources |
| C．How Australians lead their life | D．Protect nature, a must of life |
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科目：高中英語 來源： 題型：閱讀理解
If a diver surfaces too quickly, he may suffer the bends. Nitrogen (氮) dissolved (溶解) in his blood is suddenly liberated by the reduction of pressure. The consequence, if the bubbles (氣泡) accumulate in a joint, is sharp pain and a bent body — thus the name. If the bubbles form in his lungs or brain, the consequence can be death.
Other air-breathing animals also suffer this decompression (減壓) sickness if they surface too fast: whales, for example. And so, long ago, did ichthyosaurs (魚龍). That these ancient sea-animals got the bends can be seen from their bones. If bubbles of nitrogen form inside the bone they can cut off its blood supply. This kills the cells in the bone, and consequently weakens it, sometimes to the point of collapse. Fossil(化石)bones that have caved in on themselves are thus a sign that the animal once had the bends.
Bruce Rothschild of the University of Kansas knew all this when he began a suty of ichthyosaurs bones to find out how widespread the problem was in the past. What he particularly wanted to investigate was how ichthyosaurs adapted to the problem of decompession over the 150 milllion years. To this end, he and his colleagues traveled the world’s natural-history museums, looking at hundreds of ichthyosaurs from the Trassic period and from the later Jurassic and Cretaceous periods.
When he started, he assumed that signs of the bends would be rarer in younger fossils, reflecting their gradual evolution of measures to deal with decompression. Instead, he was astonished to discover the opposite. More than 15% of Jurassic and Cretaceous ichthyosaurs had suffered the bends before the died, but not a single Trassic specimen showed evidence of that sort of injury.
If ichthyosaurs did evolve an anti-decompression means, they clearly did so quickly — and, most strangly, they lost it afterwards. But that is not what Dr Rothchild thinks happened. He suspects it was evolution in other animals that caused the change.
Whales that suffer the bends often do so because they have sufaced to escape a predator (捕食動物) such as a large shark. One of the features of the Jurassia oceans was an abundance of large sharks and crocodiles, both of which were fond of ichthyosaurs lunches. Trassic oceans, by contrast, were mercifully shark-and crocodile-free. In the Trassic, then, ichthyosaurs were top of the food chain. In the Jurrasic and Cretaceous, they were prey (獵物) as well as predator —and often had to make a speedy exit as a result.
【小題1】Which of the following is a typical symptom of the bends?
| A．A twisted body. |
| B．A gradual decrease in blood supply. |
| C．A sudden release of nitrogen in blood. |
| D．A drop in blood presure. |
| A．how often ichthyosaurs caught the bends |
| B．how ichthyosaurs adapted to decompression |
| C．why ichthyosaurs bent their bodies |
| D．when ichthyosaurs broke their bones |
| A．confirmed his assumption | B．speeded up his research process |
| C．disagreed with his assumption | D．changed his research objectives |
| A．failed to evole an anti-decompression means |
| B．grdually developed measures against the bends |
| C．died out because of large sharks and crocodiles |
| D．evoled an anti-decompression means but soon lost it |
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