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  3. Shopping has always been something of an impulse activity, in which objects that catch our fancy while strolling are immediately

Shopping has always been something of an impulse activity, in which objects that catch our fancy while strolling are immediately

admin2010-06-17  63
问题     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 sites 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 心血来潮
surf v. 冲浪
in theory 在理论上，顺理成章
hosting 访问率高的
call... into question质疑，对...... 提出疑问
选项 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.
答案C
解析 细节理解题。本题问：从第1段中可以了解到互联网的促销广告有什么特点?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 use 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"与传统环境中的做广告方法相类似"与上句句意基本相同。另外要注意：互联网做广告并未替代传统广告方式。段落核心句常常是考研命题的考点，务必注意。catch one’s fancy吸引某人，合某人心意。
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考研英语一

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