With all the traditional media channels, including newspapers, magazines and television shows, shrinking, advertisers are worrying about how they can reach customers. Banners(横幅) ads on our devices are ugly and disturbing. To overcome various digital problems, the ad industry has been serving up a sneaky(不光明正大的) solution: make ads look less like ads and more like the articles, videos and posts around them.
This trend, called native advertising, has taken over the Internet; even the websites such as NYTimes.com and Wall-Street.com are using it. 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.
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.
Look, it is great that native advertising works. 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 from the text?
A. They have overcome the problems of banner ads.
B. They are clearly labeled 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 4 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 text 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?
高一英语阅读理解中等难度题
With all the traditional media channels, including newspapers, magazines and television shows, shrinking, advertisers are worrying about how they can reach customers. Banners(横幅) ads on our devices are ugly and disturbing. To overcome various digital problems, the ad industry has been serving up a sneaky(不光明正大的) solution: make ads look less like ads and more like the articles, videos and posts around them.
This trend, called native advertising, has taken over the Internet; even the websites such as NYTimes.com and Wall-Street.com are using it. 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.
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.
Look, it is great that native advertising works. 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 from the text?
A. They have overcome the problems of banner ads.
B. They are clearly labeled 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 4 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 text 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?
高一英语阅读理解中等难度题查看答案及解析
In the West, advertisements are the fuel that makes mass media work. Many TV stations, newspapers, magazines, radio stations are privately owned. The government does not give them money. So where does the money come from? From advertisements. Without advertisements, there would not be these private businesses.
Have you ever asked yourself what advertising is? Through the years, people have given different answers to the question. For some time it was felt that advertising was a means of “Keeping your name before the public”. And some people thought that advertising was “truth well told”. Now more and more people consider it in this way: Advertising is the paid, non-personal, and usually persuasive presentation of goods, services and ideas by some certain sponsors (发起人) through various media.
First, advertising is usually paid for. Various sponsors pay for the advertisements we see, read, and hear over the various media. Second, advertising is non-personal. It is not face-to-face communication. Although you may feel that a message in a certain advertisement is aimed directly at you, in reality, it is directed at large groups of people. Third, advertising is usually persuasive. Directly or indirectly it asks people to do something. All advertisements try to make people believe that the product, idea, or service advertised can benefit them. Fourth, the sponsors of the advertisement must show their names. From the advertisement, we can see if the sponsor is a company, or a single person. Fifth, advertising reaches us through old and modern mass media. Included in the old media are newspapers. magazines, radio, television, and films. Modern media include emails, matchbox covers, and boards on top of buildings.
1.The existence of the privately owned mass media depends on the support of_________.
A. the government B. advertisements
C. their owners’ families D. the TV stations
2.The passage seems to say that different ideas of advertising are given due to __________.
A. the subject of the advertisements B. the change of time
C. people's age difference D. peoples’ different opinions
3.Which of the following is considered modern mass media?
A. Emails. B. Newspapers C. Magazines. D. Films.
4. According to the passage, which of the following statements about advertisements is NOT true?
A. The sponsors are always mentioned.
B. Advertising is meant for large groups of people.
C. There is the description of things advertised
D. Advertising must be honest and humorous
高一英语阅读理解简单题查看答案及解析
In the near future, daily newspapers and monthly magazines will probably disappear. Electronic media can provide the same information faster and cheaper. The Internet, together with laptops and cellphones, makes it possible that almost everyone can at any time and in almost any place get some news for free or for few fees.
You’ll browse the computer newspapers or magazines just like switching on TV. An electronic voice will tell you stories about the latest events. You’ll even get to choose the kind of voice you want to hear. Want more information on the brief story? A simple touch makes the entire text appear.
There are the predictions from the experts working on the newspapers of the future. Pictured as part of home-based media and entertainment systems, computer newspapers and magazines would unite printed and broadcast news, offering information and analyzing video images of news events.
The continuing loss of readers will result in a small number of advertisements in newspapers. It makes no sense to spend millions of dollars to print ads.
With the development of technology, more and more electronic medium have been created until now, but replacing the traditional newspapers and magazines has a long way to go, because the resistance to computer newspapers and magazines from journalism(新闻业) may be much stronger. Since it is such a cultural change, it may be not until the present journalists, who aren’t used to it, die off that the newspaper industry is not considered as an industry any longer. Anyway, technology is making the traditional newspapers and magazines disappear gradually.
1.Computer newspapers and magazines have all the advantages except that ____________.
A. they are more expensive than traditional newspapers
B. you can choose the kind of voice you like to hear
C. you can get more information from them easily
D. you can easily store information for the future use
2.The underlined word “resistance” in the fifth paragraph probably means ____________.
A. a thought which directs your action
B. a force that acts to stop something happening
C. a force that helps you do something
D. an idea which is different from others
3.We can infer from the passage that _________________.
A. all technological developments are very important
B. traditional newspapers and magazines will disappear soon
C. new things will replace the old ones in the future
D. traditional newspapers and magazines will be more popular
4.The author writes the article to __________________.
A. let people know the great development of the journalism
B. tell readers what newspapers and magazines are like in the future
C. prove newspapers and magazines are not welcomed any more
D. say traditional newspapers and magazines are better than before
高一英语阅读理解中等难度题查看答案及解析
In the near future, daily newspapers and monthly magazines will probably disappear. Electronic media(媒体) can provide the same information faster and cheaper. The Internet, together with laptops and mobile phones, makes it possible that almost everyone can at any time and in almost any place get some news for free or for few fees.
You'll browse the computer newspapers or magazines just like turning on TV. An electronic voice will tell you stories about the latest events. You'll even get to choose the kind of voice you want to hear. Want more information on the brief story? A simple touch makes the whole text appear.
There are the predictions from the experts working on the newspapers of the future. Imagined as part of home media and entertainment systems, computer newspapers and magazines would unite printed and broadcast news, offering information and analyzing video images of news events.
The continuing loss of readers will lead to a small number of advertisements in newspapers. It makes no sense to spend millions of dollars to print ads.
With the development of technology, more and more electronic media have been created until now, but replacing the traditional newspapers and magazines has a long way to go, because the resistance to computer newspapers and magazines from journalism(新闻业) may be much stronger. Since it is such a cultural change, it may be not until the present journalists(新闻工作者), who aren't used to it, die off that the newspaper industry is not considered as an industry any longer. Anyway, technology is making the traditional newspapers and magazines disappear gradually.
1.Computer newspapers and magazines have all the advantages EXCEPT that ______ .
A. you can choose the kind of voice you like to hear.
B. they are more expensive than traditional newspapers.
C. you can get more information from them easily.
D. you can easily store information for the future use.
2.The underlined word "resistance" in the fifth paragraph probably means ______ .
A. a thought which directs your action
B. an idea which is different from others
C. a force that helps you do something
D. a force that acts to stop something happening
3.We can infer from the passage that ______ .
A. new things will replace the old ones in the future.
B. traditional newspapers and magazines will disappear soon.
C. all technological developments are very important.
D. traditional newspapers and magazines will be more popular.
4.The author writes the article to ______ .
A. tell readers what newspapers and magazines are like in the future
B. let people know the great development of the journalism
C. prove newspapers and magazines are not welcomed any more
D. say traditional newspapers and magazines are better than before
高一英语阅读理解困难题查看答案及解析
For the first time, the World Health Organization has included Traditional Chinese Medicine (TCM) in its globally influential medical compendium(手册), according to an international science journal.
An article published by Nature on Wednesday said that TCM will be included in the latest version of the International Classification of Diseases (ICD)set to be released next year. Starting from the 1800s, the ICD has been improved and published in a series of editions,reflecting the advances in health and medical science over time. It serves as the foundation for the identification of global health trends, and the international standard for diseases and health conditions.
The latest ICD is based largely on the work of the International Classification of Traditional Medicine (ICTM) project's experts from around the world. These experts had been working on traditional medicine research and practices for years.
China has been promoting the modernization of TCM and pushing for TCM to gain acceptance worldwide. Tu Youyou, a Chinese expert focusing on the scientific study of drugs and medicines, was awarded the Nobel Prize in Medicine in 2015 for her research in TCM. Her discovery has saved millions of lives in developing countries in South Asia, Africa and South America. TCM is sure to grow in popularity globally.
Though the application of traditional Chinese medicine, acupuncture(针灸) and other traditional medical practices has been on the rise, there's still a shortage of global classification and terminology(术语) tools for traditional medicine, according to officials of the WHO.
“The decision is to promote the safe and effective use of traditional medicine by regulating, researching and combining traditional medicine products, practitioners and practice into health systems, where appropriate," the WHO was quoted as saying by Nature.
1.What can we learn about the ICD from Paragraph 2?
A.It has included TCM this year.
B.It has a history of over 300 years.
C.It is published in various languages.
D.It provides standards for diseases worldwide.
2.Why does the author mention Tu Youyou in Paragraph 4?
A.To imply the worldwide popularity of TCM.
B.To prove TCM's gaining worldwide acceptance
C.To introduce a breakthrough in the medical field.
D.To show Chinese people deserve the Nobel Prize for their contribution.
3.Which aspect of TCM has shown an upward trend worldwide?
A.The classification of TCM.
B.The standard of TCM terms.
C.The official promotion of TCM.
D.The use of traditional Chinese medicine
4.Which column of website is the text most probably taken from?
A.Lifestyle. B.Opinion
C.Health. D.Tech
高一英语阅读理解困难题查看答案及解析
The hike costs £2,500 ____all fights and accommodation.
A.including | B.include | C.included | D.to include |
高一英语单项填空简单题查看答案及解析
Daily overuse of media and technology has a bad effect on the health of all children and teenagers by making them more open to anxiety, and more at risk of future health problems.1. Many newer apps automatically show where the users are when they’re used. This can tell anyone out there exactly where to find the person using the app.
2.They are also upset about their kids spending time on Facebook accounts instead of getting down to their homework assignments, and are afraid of what can come out of their online connections.
3. One way is to make a “social media agreement” with your kids—a real contract they can sign. In it, they can agree to protect their own privacy, consider their reputation, and not give out personal information.4.
In turn, parents agree to respect teens’ privacy while making an effort to be part of the social media world. Parents also can help kids spend less time on the computer by putting limits on media use.5.Avoid laptops and smartphones in bedrooms, and set some rules on the use of technology. And don’t forget that setting a good example through your own virtual behavior can go a long way toward helping your kids use social media safely.
A. Trust their children more.
B. Keep computers in public areas in the house.
C. It’s important to be aware of what your kids are doing online.
D. Besides, they promise never to use technology to hurt anyone else.
E. Spending too much time on social media can make kids feel upset, too.
F. Kids also can face the possibility of meeting the wrong person lace to face.
G. Parents often say that kids would rather be online than hang around with them.
高一英语七选五困难题查看答案及解析
Welcome to Channel One News! We’re here to help you get the latest world news and connect you with other young people across the country. Our site offers videos on a lot of topics, games and information to help you get ready for college. Founded in 1989, Channel One News will celebrate its 27th birthday this year. Today, Channel One News is an award-winning program, broadcasting to 5 million young people across the country.
We give you all the news in a way you will love: video! Our team of reporters travels across the country and the world to report on the latest events. Whether you are watching in the classroom or in your own home, we invite you to watch our daily videos and get up-to-the-minute news. Our Video Library is open to all.
Channel One News wouldn’t be what we are if it weren’t for students. You inspire us each and every day. That’s why we love stories about young people and what they’re doing. If you would like your school to be broadcast on Channel One News, email your video to beonchl@channelone.com. It can also be an original news package. We also want to hear what you want to say about what’s going on in the world, so share your thoughts with us.
For information on sponsorship(赞助) opportunities, please email sales@channelone. com. For information on our equipment or service, please call 800-251-4039 or email service@channelone.com. If you have any general questions, please email contactus@ channelone.com.
1.According to the passage, Channel One News .
A. is not free for readers
B. provides services mainly for students
C. provides only local news for young people
D. is the most famous TV program across the country
2.From Video Library people can .
A. learn knowledge from books B. know the daily life of other students
C. make friends with the reporters D. know what happened recently
3.According to the passage, Channel One News is .
A. a website B. a newspaper
C. a TV program D. a radio station
4.If you want to put an advertisement on Channel One News, you should send an email to .
A. sales@channelone.com B. service@channelone.com
C. beonchl@channelone.com D. contactus@channelone.com
高一英语阅读理解中等难度题查看答案及解析
请根据首字母提示及所给汉语意思,在空格处填入该单词的正确形式,并将答案填写在答题卡上 (请填写完整的单词)。
1.The media provide all kinds of information, r________(范围从......到......) from current affairs to entertainment news.
2.It seemed to me that I should b________(勇敢地) face all setbacks and hardships in my life.
3.The Eiffel Tower is one of the l________(标志性建筑)most visitors want to visit.
4.With the environment seriously p________(污染), we find it harder to breathe fresh air.
5.The disastrous earthquake in Changning County made a lot of people h________(无家可归的).
6.Yesterday we finally s________(签署) an agreement after a long and heated discussion.
7.It is hard for me to sit o________(在......对面) her because she always tells jokes.
8.Whatever it costs, our parents always hope to offer us the best e________(教育).
9.Chongqing is a great city mixed with a________(古代的) arts and modern elements.
10.She e________(交换) a concerned glance with me and tears rolled down.
高一英语单词拼写中等难度题查看答案及解析
Workplaces all over the UK are preparing for Christmas and all the traditions and customs that come with it. But will this Christmas be a cause of happiness and celebration, or of disappointment and embarrassment?
At this time of year, colleges show their appreciation of each other by doing a “Secret Santa”. Secret Santa involves people who work together buying gifts for each other without saying who they are from.
Co-workers all write their names on pieces of paper, then organize a lottery in which each worker picks a colleague’s name at random. He then has to buy a present for that colleague, usually on a small budget of five or ten pounds.
Since the givers are unknown, the quality of presents can vary greatly. In an Internet survey of Secret Santa presents, the gifts that people received range from tickets to the opera to an air freshener for a car.
Another common workplace tradition is the office Christmas party, at which workmates put on their best clothes and enjoy lots of free wine.
Most parties go without a hitch, but sometimes the alcohol cause party-goers to behave in a way that they later regret.
The BBC invited people to share their most embarrassing Christmas office party stories, and received hundreds of funny ones. For example, a man split his trousers while dancing; a drunken lady spent the whole night with the edge of her dress folded into her pants, and later looked at photos that proved it at work.
But the funniest story must be that of Stuart Vanies, who got so drunk that he put his boss’s head into the toilet. Unsurprisingly, he was fired the very next day.
1. How many Christmas traditions are mentioned?
A.One. | B.Two. | C.Three. | D.Four. |
2. We learn from this article that for Christmas ____________________.
A.few people buy presents for their colleagues in Britain |
B.British workers write their names on the presents they give their colleagues |
C.people usually give their colleagues presents of high quality |
D.British workers buy their presents based on an agreed budget |
3.The underlined phrase “without a hitch” in the sixth paragraph means _______________.
A.quite smoothly | B.without a result |
C.with some difficulty | D.quite unexpectedly |
4.The examples in the last two paragraphs are to ______________________.
A.show that most British people enjoy drinking wine |
B.advise readers not to drink wine at parties |
C.prove that funny things often happen at office Christmas parties |
D.criticize the bad habits of the British |
高一英语阅读理解中等难度题查看答案及解析