With the development of technology, more and more small electronic devices have been replaced by smart phones. Media channels, including newspapers, magazines and television shows, are also suffering. So who cares if people watch less regular TV or read fewer printed publications?
The answer is: advertisers. With all the traditional channels disappearing, how are advertisers supposed to reach customers? Banner (横幅) ads on our devices are ugly and disturbing. To overcome various digital problems, the ad industry has been serving up a sneaky (鬼鬼祟祟) solution: make ads look less like ads and more like the articles, videos and posts around them. An ad that matches the typeface, design and layout of the real article feels less like a tacky intrusion (俗气的入侵).
This trend, called native advertising, has taken over the Internet; even the Websites such as NYTimes.com and Wall-Street.com are using it. Social media companies have signed on to it as well. On Facebook and Twitter, every 10th item or so is an ad; only the small subtitle “Sponsored (赞助)” appearing in light gray type tells you which posts are ads.
Overall, native ads have been a huge success. On NYTimes.com, readers spend as much time on the ads as on the articles. But won’t dressing up ads to make them look like reported articles mislead people? Sometimes, yes. An Interactive Advertising Bureau study found that only 41 percent of general news readers could tell such ads apart from real news stories. And it’s getting worse. Advertisers worry that the “Sponsored” label discourages readers from clicking, so some Websites are making the labels smaller and less noticeable. Sometimes the labels disappear entirely.
At a recent talk about the difficulty of advertising in the new, small-screen world, I heard an ad manager tell an impressive story. She had gotten a musical performance — paid for by her soft drink client — perfectly inserted (插入) into a TV awards show, without any moment of blackness before or after. “It looked just like part of the real broadcast!” she recounted happily.
But how, then, could viewers tell the ad from the independently produced material? A participant rolled his eyes. “People are clever. They know!” he responded.
Look, it is great that native advertising works — publications and programs and free social networks have to stay solvent (有偿付能力的) somehow. But if advertisers truly believe in their material, they should have no problem labeling it as advertising.
For now native ads continue to be a fashion — with no laws governing them and no labeling standard. But that could change; the Federal Trade Commission has begun considering regulation. If the new generation of digital advertisers clean up their act according to the regulation, native ads might become more acceptable.
1.What can we learn about native ads according to the passage?
A. They have overcome the problems of banner ads.
B. They are clearly labelled as ads in Websites.
C. They are a special type of articles.
D. They are used by all Websites.
2.The ad manager’s story in Paragraph 5 is used to show _____.
A. it’s difficult to advertise in the small-screen world
B. it’s difficult to tell native ads from what they have been inserted in
C. it’s easy to insert ads into a TV awards show
D. it’s easy to deal with the “sponsored” label
3.In the author’s view, the future of native ads is _____.
A. bright B. discouraging
C. uncertain D. time-dependent
4.What is the passage mainly about?
A. How to advertise in the digital age.
B. Difficulties facing native ads.
C. Truth in digital advertising.
D. What native ads are.
高一英语阅读理解简单题
With the development of technology, more and more small electronic devices have been replaced by smart phones. Media channels, including newspapers, magazines and television shows, are also suffering. So who cares if people watch less regular TV or read fewer printed publications?
The answer is: advertisers. With all the traditional channels disappearing, how are advertisers supposed to reach customers? Banner (横幅) ads on our devices are ugly and disturbing. To overcome various digital problems, the ad industry has been serving up a sneaky (鬼鬼祟祟) solution: make ads look less like ads and more like the articles, videos and posts around them. An ad that matches the typeface, design and layout of the real article feels less like a tacky intrusion (俗气的入侵).
This trend, called native advertising, has taken over the Internet; even the Websites such as NYTimes.com and Wall-Street.com are using it. Social media companies have signed on to it as well. On Facebook and Twitter, every 10th item or so is an ad; only the small subtitle “Sponsored (赞助)” appearing in light gray type tells you which posts are ads.
Overall, native ads have been a huge success. On NYTimes.com, readers spend as much time on the ads as on the articles. But won’t dressing up ads to make them look like reported articles mislead people? Sometimes, yes. An Interactive Advertising Bureau study found that only 41 percent of general news readers could tell such ads apart from real news stories. And it’s getting worse. Advertisers worry that the “Sponsored” label discourages readers from clicking, so some Websites are making the labels smaller and less noticeable. Sometimes the labels disappear entirely.
At a recent talk about the difficulty of advertising in the new, small-screen world, I heard an ad manager tell an impressive story. She had gotten a musical performance — paid for by her soft drink client — perfectly inserted (插入) into a TV awards show, without any moment of blackness before or after. “It looked just like part of the real broadcast!” she recounted happily.
But how, then, could viewers tell the ad from the independently produced material? A participant rolled his eyes. “People are clever. They know!” he responded.
Look, it is great that native advertising works — publications and programs and free social networks have to stay solvent (有偿付能力的) somehow. But if advertisers truly believe in their material, they should have no problem labeling it as advertising.
For now native ads continue to be a fashion — with no laws governing them and no labeling standard. But that could change; the Federal Trade Commission has begun considering regulation. If the new generation of digital advertisers clean up their act according to the regulation, native ads might become more acceptable.
1.What can we learn about native ads according to the passage?
A. They have overcome the problems of banner ads.
B. They are clearly labelled as ads in Websites.
C. They are a special type of articles.
D. They are used by all Websites.
2.The ad manager’s story in Paragraph 5 is used to show _____.
A. it’s difficult to advertise in the small-screen world
B. it’s difficult to tell native ads from what they have been inserted in
C. it’s easy to insert ads into a TV awards show
D. it’s easy to deal with the “sponsored” label
3.In the author’s view, the future of native ads is _____.
A. bright B. discouraging
C. uncertain D. time-dependent
4.What is the passage mainly about?
A. How to advertise in the digital age.
B. Difficulties facing native ads.
C. Truth in digital advertising.
D. What native ads are.
高一英语阅读理解简单题查看答案及解析
With the development of science and technology , more new technology____ to the fields of IT.
| A．has been introducing | B．is being introduced |
| C．is introduced | D．was introduced |
高一英语单项填空中等难度题查看答案及解析
. With the development of science, more new technology____ to the field of IT.
A. is being introduced B. has introduced
C. is introducing D. was introduced
高一英语单项填空简单题查看答案及解析
The fast development of modern technology has not only provided people with more income, but also enable them to enjoy long weekends and holidays. Never before have so many people traveled to so many different parts of the world and, with the help of fast, comfortable forms of modern transport, more and more people are tempted to（试图）leave their homes to see more of the world. It seems as if there are travelers everywhere.
People travel because traveling benefits them in a number of ways. First, it enables them to get much pleasure from sight-seeing and photo-taking. Second, traveling makes them fully relaxed and ready to get back to work happily. Third, it offers them an opportunity to visit old friends and make new friends as well. Finally, it allows them to see different customs, learn new things, gain new experience and enables them to come back with a broader mind.
With so many advantages to traveling, I think people should be encouraged to travel from time to time, especially on holidays, if their pocket and health permit.
1. Traveling benefits people in. ways
A. 2 B. 3 C. 4 D. 5
2.According to the passage, with the fast development of modern technology, what can people do?
A. People can enjoy long weekends and holidays
B. People have less money
C. people can do more shopping
D. People become lazy
3.What’s the best title of this passage?
A. Why people have more income
B. Why people like to work
C. Why people travel
D. Why people become relaxed
高一英语阅读理解中等难度题查看答案及解析
___ the technology developing, the games will become more and more___.
A. As; amazing B. Of; amazed
C. With; amazing D. For; amazed
高一英语单项填空简单题查看答案及解析
With the development of science and technology, new inventions, especially new electronic products, have made people’s lives easy and convenient. But as the saying puts: A coin has two sides.
One day, I was walking in the park with a friend and his cell phone rang, interrupting our conversation. There we were, walking and talking on a beautiful sunny day and…I became invisible, absent from the conversation.
The telephone used to connect you to the absent. Now it makes people sitting next to you feel absent. Why is it that the more connected we get, the more disconnected I feel? Every advance in communications technology is a tragedy to the closeness of human interaction. With email and instant messaging over the Internet, we can now communicate without seeing or talking to one another. With voice mail, you can conduct entire conversations without ever reaching anyone. If my mom has a question, I just leave the answer on her machine.
As almost every contact we can imagine between human beings gets automated, the alienation(疏远) index goes up. You can't even call a person to get the phone number of another person any more. Directory assistance is almost always fully automated.
Pumping petrol at the station? Why say good morning to the attendant when you can swipe(刷)your credit card at the pump and save yourself the bother of human contact?
Making a deposit at the bank? Why talk to a teller who might live in the neighborhood when you can just insert your card into ATM?
Pretty soon you won’t have the burden of making eye contact at the grocery shop. Some supermarket chains are using a self-scanner so you can check yourself out, avoiding those check-out people who look at you and ask how you are doing.
I am not against modern technology. I own a cell phone, an ATM card, a voice mail system, and an email account. Giving them up isn't wise…they're a great help to us. It's some of their possible consequences that make me feel uneasy.
More and more, I find myself hiding behind e-mail to do a job meant for conversation. Or being relieved that voice mail picked up a call because I didn't really have time to talk. The communications industry devoted to helping me keep in touch is making me lonelier.
So I've put myself on technology restriction: no instant messaging, with people who live near me，no cell phoning in the presence of friends, no letting the voice mail pick up when I'm at home.
1. Which of the following would be the best title of the passage?
A. The Advance（进步） of Communications Technology
B. The Consequences（结果） of Modern Technology
C. The Process of Communications Revolution
D. The Automation（自动化） of Modern Communications
2. Paragraphs 5 to 7 are listed as examples, which show that the use of modern communications is ___________.
A. encouraging B. disappointing
C. satisfying D. embarrassing
3. The passage implies（暗示） that _______________.
A. modern technology is bridging the people
B. modern technology is separating the people
C. modern technology is developing too rapidly
D. modern technology is interrupting our lives
4. What does the writer think to do with the modern technology?
A. We may use them no matter what others are doing.
B. We can throw them away and return to the ancient.
C. We can be far away from them forever.
D. We can use them less and communicate with the people around us.
高一英语阅读理解中等难度题查看答案及解析
With the development of science and technology, new inventions, especially new electronic products, have made people’s lives easy and convenient. But as the saying puts: A coin has two sides.
One day, I was walking in the park with a friend and his cell phone rang, interrupting our conversation. There we were, walking and talking on a beautiful sunny day and…I became invisible, absent from the conversation.
The telephone used to connect you to the absent. Now it makes people sitting next to you feel absent. Why is it that the more connected we get, the more disconnected I feel? Every advance in communications technology is a tragedy to the closeness of human interaction. With email and instant messaging over the Internet, we can now communicate without seeing or talking to one another. With voice mail, you can conduct entire conversations without ever reaching anyone. If my mom has a question, I just leave the answer on her machine.
As almost every contact we can imagine between human beings gets automated, the alienation(疏远) index goes up. You can't even call a person to get the phone number of another person any more. Directory assistance is almost always fully automated.
Pumping petrol at the station? Why say good morning to the attendant when you can swipe(刷)your credit card at the pump and save yourself the bother of human contact?
Making a deposit at the bank? Why talk to a teller who might live in the neighborhood when you can just insert your card into ATM?
Pretty soon you won’t have the burden of making eye contact at the grocery shop. Some supermarket chains are using a self-scanner so you can check yourself out, avoiding those check-out people who look at you and ask how you are doing.
I am not against modern technology. I own a cell phone, an ATM card, a voice mail system, and an email account. Giving them up isn't wise…they're a great help to us. It's some of their possible consequences that make me feel uneasy.
More and more, I find myself hiding behind e-mail to do a job meant for conversation. Or being relieved that voice mail picked up a call because I didn't really have time to talk. The communications industry devoted to helping me keep in touch is making me lonelier.
So I've put myself on technology restriction: no instant messaging, with people who live near me，no cell phoning in the presence of friends, no letting the voice mail pick up when I'm at home.
1.Which of the following would be the best title of the passage?
A. The Advance of Communications Technology
B. The Consequences of Modern Technology
C. The Process of Communications Revolution[
D. The Automation of Modern Communications
2.Paragraphs 5 to 7 are listed as examples, which show that the use of modern communications is___________.
A. encouraging B. disappointing
C. satisfying D. embarrassing
3.The passage implies that _______________.
A. modern technology is bridging the people
B. modern technology is separating the people
C. modern technology is developing too rapidly
D. modern technology is interrupting our lives
4.What does the writer think to do with the modern technology?
A. We may use them no matter what others are doing.
B. We can throw them away and return to the ancient.
C. We can be far away from them forever.
D. We can use them less and communicate with the people around us.
高一英语阅读理解中等难度题查看答案及解析
With the development of science and technology, the prices of TV sets have _____.
A.gone down B.been gone down C.brought down D.been gone up
高一英语单项填空困难题查看答案及解析
With the development of science and technology, people find it increasingly difficult to keep pace with the most fashionable smart phones in the world, especially when smart phones are connected with robots. If any robot can take over the world, it’s RoBohon. He has all the information you put in your smart phone and can read human feelings. So everyone probably wants to own the cutest smart robot phone.
RoBohon is very useful. He can project photographs and films, tell you he loves you if he senses you are crying and do everything your smart phone can do.
RoBohon was created by Japanese electronics company SHARP. The robot phone, with a 2-inch screen fitted into its back, stands 20cm tall and weighs 390 grams. Most surprisingly, he can walk on his own legs around your home and act as a super cute personal assistant. He can even dance. He reads your text messages, announces phone calls, dries your tears and wakes you up. He can even recognize your face and call your name when you enter the room. He will be always at your side keeping you company and providing you with great comfort.
RoBohon can also serve as an alarm clock. The robot can be a wonderful partner in a small conversation. Though he is expensive, more than double the price of iPhone, who wouldn’t want a small personal assistant?
1.According to Paragraph 3, what can RoBohon do?
A. Stand up. B. Sing a song.
C. Make a call. D. Write text messages.
2.What’s surprising about the robot phone?
A. It’s very tall.
B. It can do something that humans do.
C. It can’t read human feelings.
D. It was created by a Japanese company.
3.Which of the following does the author agree with?
A. Most people can’t afford RoBohon.
B. RoBohoa is cheaper than iPhone.
C. RoBohon will be popular with some people,
D. iPhone can take over the world.
4.What may be the best title for the text?
A. RoBohon: World’s Cutest Smart Phone
B. Robot Phones Are Taking Over the World
C. Smart Phones Are Changing the World
D. Robot Phone RoBohon Is Based on iPhone
高一英语阅读理解困难题查看答案及解析
With the fast development of computer and Internet technologies, traditional printed books ______ by the growing popularity of online reading of e-books.
| A．are challenged | B．have challenged |
| C．are being challenged | D．have been challenged |
高一英语单项填空困难题查看答案及解析