考研英语（一）第二部分阅读理解（下）

1、考研英语（一）第二部分阅读理解（下）（江南博哥）材料题根据以下材料，回答126-130题When Apple launches its new software update for the iPhone on Wednesday, users will be offered the chance to surf the mobile Web without annoying ads cluttering up their screen.But Apples support for ad-blocking technology is ringing alarm bells on Madison Avenue, where critics warn it threatens not only the lifeblood of their businessbut also the economic underpinnings of the free Internet.We dont think ad blocking is right, Scott Cunningham, senior v

2、ice president of the Interactive Advertising Bureau, told The Post.The rise of ad blockers is one of the biggest sea changes to affect the Internet ad business in decades, Cunningham said.For years, publishers have made what they believe is a fair trade-off with readers.Advertising is the economic engine that drives the free Internet, Cunningham said.The reality is the last 20 years have seen people developing content online for distribution, and consumers have opted in for that free content.Whi

3、le use of ad-blocking technology on desktop computers and mobile devices has been on the rise,Apples commitment to it is a game changer.With iOS 9 , developers will be able to create ad-blocking software for Apples Safari mobile browser.Apples goal appears to be making the mobile Web a faster, cleaner and more pleasant all-around experience.But it could also have the effect of pushing publishers off the mobile Web and toward subscription services and paid apps, which is an area dominated by Appl

4、e.Already some Web publishers and content providers are turning away consumers who avail themselves of ad-busting technologies. Hulu is rejecting customers who use ad blockers, while the Washington Post blocks consumers from reading its site if it detects an ad blockerand redirects them to subscription pages.Whatever Apples new ad-free vision is, executives across Madison Avenue are scrambling to figure out the ramifications.The free Internet is going to have a major problem, and thats a concern

5、 for all of us, Steve Carbone, the head of digital at MediaCom, told The Post, Its a huge issue. MediaCom is part of media-buying giantGroupM, which is preparing to update clients on what it means for them.PageFair, a company that detects ad blockers,estimates there are 198 million users of ad blockers worldwide, including 45 million in the USand its growing.The technology is particularly concentrated for users of gaming and tech sites and among millennials who advertisers most want to reach.Glo

6、bal mobile-advertising spending is predicted to hit $100 billion in 2016, according to eMarketer.Some Web publishers are working on technology that skirts ad blockers and serves up advertising regardless.That has some on Madison Avenue worried that consumers will blame their clients for overriding technology rather than the publishers.I cant stop the progression of technology, MediaComs Carbone said, I can only adapt to it.126单选题Opponents of Apples new software claim that this technology will_A.

7、undermine the current charging mode of Internet.B.break the balance between advertisement and payment.C.slash the competence of Apples software development.D.decline the vibrancy of the whole Internet business.正确答案：A参考解析：critics warn it threatens not only the lifeblood of their businessbut also the economic underpinnings of the free Internet.批评者认为对广告的拦截会威胁到广告业的商业命脉，还会损害互联网免费的经济基础。 A“破坏当前的互联网收费模式”正确。127单选题What does the word trade-off mean in the passage?_A.Sacrificing the market for the progress

8、of ad-blocking technology.B.Trading the user experience with the free Internet business.C.Permitting advertisement in exchange for free Internet surfing.D.Allowing consumers participation for free online content.正确答案：C参考解析：publishers have made what they believe is a fair trade-off with readers.Advertising is the economic engine that drives the free Internet,出版商和读者之间已达成一致，出版商以广告推动免费互联网的发展，而消费者则可以免费获取网络信息. 所以trade-off 的内容就是允许广告的存在以换取使用网络的免费。C正确。128单选题According to the passage, Apple excels in_A.sof

9、tware detection.B.charging services.C.screening advertisement.D.technology creation.正确答案：B参考解析：Apples goal appears to be making the mobile Web a faster, cleaner and more pleasant all-around experience.But it could also have the effect of pushing publishers off the mobile Web and toward subscription services and paid apps, which is an area dominated by Apple.苹果公司的做法会促使出版社从移动网络转向订阅服务和付费应用，而这一领域则是由苹果公司统治。B正确。129单选题Those whom marketers are most eager to approach are_A.ad-blocking supporters.B.technology followers.C.ad-free objectors.D.youngsters.正确答案：D参考解析：The technology is particularly concentrated for users of gaming and tech sites and among millennials who advertisers most want to reach. 大多是游戏和科技网站的用户，还有广告商最渴望触及的千禧一代，因此市场最渴望接触的是千禧一代。D正确。130单选题To deal with ad blockers, Web publishers are now_A.sidestepping ad-blocking technolog

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