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题型:阅读理解 题类:常考题 难易度:普通

安徽省屯溪第一中学2017-2018学年高一下学期英语期中考试试卷

阅读理解

    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?
举一反三
七选五

    Fun doesn't have to be expensive

    Everyone likes to have fun, but not everyone has much money to spend. Here are some free or cheap ways to enjoy yourself.

    Go outside

    Going outside in good weather can be a lot of fun if you don't want to stay at home. {#blank#}1{#/blank#} If you live in a city, you can go window-shopping. Or you can explore an old part of town and admire the buildings.

    Try a hobby

    While you're out, take pictures of things you find. Planning and taking pictures can make you aware of the beauty all around you. Photographic equipment can be expensive, but it doesn't have to be. You probably already own a camera or a cell phone that can take pictures. Other creative hobbies can also be done with basic materials. {#blank#}2{#/blank#}

    Find an event

    Libraries often hold free public events. {#blank#}3{#/blank#}And while you're there, borrow a book or movie for free. Museums and universities also hold free events.

    If you can't find a free event, you can volunteer at an event that requires tickets. People who organize concerts and plays need help.{#blank#}4{#/blank#} Sometimes they reward volunteers with free tickets.

    Meet a friend

    Relationships are often the best things in life. {#blank#}5{#/blank#} For example, invite a friend for a walk, an event or a time working on your hobby. Hosting doesn't have to be difficult. If your friend comes in the afternoon, you don't have to serve a meal. You can sit and talk, play board games or card games or watch a movie together.

A. A friend in need is a friend indeed.

B. Stop by one to find out what's going on.

C. Hike or bicycle with a friend on a nearby path or in a park.

D. Whatever you do, find a friend to share it with.

E. It's a good idea to stay at home to watch a movie.

F. You can set up or take down chairs or greet visitors.

G. Drawing and writing require nothing more than a pencil and paper.

阅读理解

    While all cultures share the same basic emotions, the body language used throughout different countries of the world varies(变化)greatly. What can mean one thing in one country can often mean something completely different in another.

    For example, in North America and Europe people tend to prefer direct eye contact(接触). But in some Asian countries longer eye contact is considered rude.

    So when communicating with people, always be aware of different cultural customs that may exist.

    A V sign in the US could mean victory, but in England, it stands for a rude challenge, which has the same meaning as showing the middle finger in the US.

The OK gesture(手势)in America and England is given to mean everything is good or well. But in Latin America is looked on as a rude sign.

    The thumbs(拇指)up sign in America and most of Europe means that something is good or well done, but it is considered rude in many Asian countries.

    Putting your feet on the table is generally not thought to be rude in America and England. However, in Thailand(泰国)it is really rude.

    Telling someone to come to you by curling your index finger(食指)is acceptable in America and England, but this gesture signifies death in Singapore.

    Raising your hand up means stop in America and England. In some Asian countries this gesture is used when asking for permission to speak.

    In most westernized countries it is considered normal for two men to shake hands. In some Asian countries it is quite normal for men to kiss each other, while in most westernized countries men kissing in public would be viewed as homosexual(同性恋)behavior.

    If you would like more information on different cultural gestures all over the world, see this site on non-verbal (口头的)communication.

阅读理解

In an attempt to fight with the nation's food wastage problem, Denmark has opened the world's first supermarket that sells expired(过期的) or damaged products. Ever since the grand opening in Copenhagen last Monday, people have been lining up outside WeFood for a chance to purchase discounted items that would otherwise have ended up in the trash because of damaged packaging or very short use—by dates. Food, cosmetics, and other household items at WeFood are priced at least 30 to 50 percent lower than at regular stores.

    “WeFood is the first supermarket of its kind in Denmark and perhaps the world, as it is not just aimed at low-income shoppers but anyone who is concerned about the amount of food wastage produced in the country,” said project head Per Bjerre. “Many people see this as a positive and correct way to approach the issue.”

    While Denmark alone is estimated to waste about 700,000 tons of food every year, the United Nations has stated that globally, food waste amounts to 1.3 billion tons. About 795 million people in the world are undernourished. Denmark, however, has adopted several measures to clean up its act, wasting 25% less food than it did five years ago.

    The WeFood project is a collaboration between The Food Bank and charity DanCurch Aid. Together they raised nearly $150.000 over the past year through crowdfunding. They also had to face many obstacles while convincing the government to permit the sale of expired food. They were finally allowed to carry out the project, and the store is now run only by volunteers. Profits are used to fund DanChurch Aid's other projects in developing nations like South Sudan and Bangladesh.

    Provided WeFood's remains popular in the long term and if it is able to maintain its food deliveries, DanChurch Aid plans to open multiple branches across Denmark.

阅读理解

    Tourism is often about seeking deeper emotional and personal connections with the world around us. Not all travel experiences, however, need to take place in the real world. With the evolution of virtual reality (VR) technology, tourism will increasingly become a combination of physical and virtual worlds. VR may even remove the need to travel entirely.

    But can a VR experience really equal a real world one? Many experts believe it can. Studies have shown that our brains have an inbuilt VR-like mechanism that enables us to live imagined experiences. Much of our waking life is spent thinking about either the past or the future. This is known as" mind wandering". During these events we're not paying attention to the current world around us. Instead, we're recalling memories, or creating and processing imagined futures.

    When engaged in mind wandering, our brains process these mental images using the same pathways used to receive inputs from the real world. So, the imagined past or future can create emotions and feelings similar to how we react to everyday life. VR can create these same feelings.

    While critics might argue that a virtual experience will never match reality, there are several ways VR tourism could make a positive contribution. Firstly it could help protect sensitive locations from over-tourism. In recent years famous sites such as Maya Bay in Thailand, and Cambodia's Angkor Wat Temples have had to limit the number of visitors because of their negative impact. These places are now producing their own VR experiences that will allow tourists to pass through virtual models of the sites.

    Virtual reality may also allow people back in time, to experience historical events, visit ancient cities, and even to walk among dinosaurs.

    Finally, in a world where many people suffer from stress and depression due to overwork, virtual tourism may provide a cheap and convenient way for people to take brief holidays to otherwise unreachable destinations and recharge their batteries, without ever leaving their homes.

    It sounds like science fiction but it's already happening. As virtual technology improves and as people continue to demand new and interesting experiences, expect more virtual tourism, both in combination with the real world and instead of it.

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