2013考研英語(yǔ)閱讀真題：考研英語(yǔ)（一）第2篇

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　　英語(yǔ)閱讀是考研英語(yǔ)必考的一部分內(nèi)容也是分值占比較高的一部分知識(shí)點(diǎn)。2018考研同學(xué)復(fù)習(xí)的重點(diǎn)，距離18年考研時(shí)間僅剩兩個(gè)多月的時(shí)間，各科的復(fù)習(xí)都緊張進(jìn)行著?？缈季W(wǎng)考研小編為大家整理了2013考研英語(yǔ)閱讀真題：考研英語(yǔ)（一）第2篇，希望同學(xué)們能夠?qū)τ⒄Z(yǔ)閱讀真題進(jìn)行研究，對(duì)真題的出題方向、考察方式有進(jìn)一步的掌握，爭(zhēng)取取得好成績(jī)。

　　An old saying has it that half of all advertising budgets are wasted——the trouble is, no one knows which half. In the internet age, at least in theory, this fraction can be much reduced. By watching what people search for, click on and say online, companies can aim "behavioural" ads at those most likely to buy.

　　In the past couple of weeks a quarrel has illustrated the value to advertisers of such fine-grained information: Should advertisers assume that people are happy to be tracked and sent behavioural ads? Or should they have explicit permission?

　　In December 2010 America's Federal Trade Commission (FTC) proposed adding a "do not track" (DNT) option to internet browsers, so that users could tell advertisers that they did not want to be followed. Microsoft's Internet Explorer and Apple's Safari both offer DNT; Google's Chrome is due to do so this year. In February the FTC and Digital Advertising Alliance (DAA) agreed that the industry would get cracking on responding to DNT requests.

　　On May 31st Microsoft set off the row: It said that Internet Explorer 10, the version due to appear with Windows 8, would have DNT as a default.

　　Advertisers are horrified. Human nature being what it is, most people stick with default settings. Few switch DNT on now, but if tracking is off it will stay off. Bob Liodice, the chief executive of the Association of National Advertisers，says consumers will be worse off if the industry cannot collect information about their preferences. People will not get fewer ads, he says. "They'll get less meaningful, less targeted ads."

　　It is not yet clear how advertisers will respond. Getting a DNT signal does not oblige anyone to stop tracking, although some companies have promised to do so. Unable to tell whether someone really objects to behavioural ads or whether they are sticking with Microsoft's default, some may ignore a DNT signal and press on anyway.

　　Also unclear is why Microsoft has gone it alone. After all, it has an ad business too, which it says will comply with DNT requests, though it is still working out how. If it is trying to upset Google, which relies almost wholly on advertising, it has chosen an indirect method: There is no guarantee that DNT by default will become the norm. DNT does not seem an obviously huge selling point for windows 8——though the firm has compared some of its other products favorably with Google's on that count before. Brendon Lynch, Microsoft's chief privacy officer, blogged: "we believe consumers should have more control." Could it really be that simple?

　　有句老話(huà)說(shuō)得好，花在廣告上的費(fèi)用有一半被浪費(fèi)了——但問(wèn)題是，沒(méi)人知道究竟是哪一半。在互聯(lián)網(wǎng)時(shí)代，至少在理論上，這種浪費(fèi)可以大幅減少。通過(guò)觀察人們?cè)诰W(wǎng)上的搜索、點(diǎn)擊、和說(shuō)話(huà)內(nèi)容，企業(yè)可以將"行為"廣告投放給最有可能購(gòu)買(mǎi)產(chǎn)品的網(wǎng)民。

　　在過(guò)去幾周，大家的一席爭(zhēng)論已經(jīng)展示了這種精細(xì)信息對(duì)于廣告商的價(jià)值：廣告商是否可以認(rèn)為用戶(hù)樂(lè)意被追蹤，且愿意接受行為廣告?或者說(shuō)廣告商是否應(yīng)該先得到用戶(hù)明確的許可才行?

　　2010年12月，美國(guó)聯(lián)邦貿(mào)易委員會(huì)曾提出，應(yīng)該在網(wǎng)絡(luò)瀏覽器上添加"禁止追蹤"(DNT)選項(xiàng)，這樣用戶(hù)就可以告訴廣告商他們不想被追蹤。微軟公司的IE瀏覽器和蘋(píng)果公司的Safari瀏覽器目前都提供"禁止追蹤"選項(xiàng);谷歌公司的Chrome瀏覽器今年也即將要提供類(lèi)似功能。今年二月份，聯(lián)邦貿(mào)易委員會(huì)和數(shù)字廣告聯(lián)盟剛達(dá)成了一致意見(jiàn): 該行業(yè)可以對(duì)"禁止追蹤"的相關(guān)提議做出積極有力的回應(yīng)。

　　5月31日，微軟公司宣布，在和windows 8一同發(fā)布的IE10瀏覽器上，DNT將設(shè)為默認(rèn)選項(xiàng)。微軟此舉引發(fā)了大家的爭(zhēng)議。

　　這令廣告商們惶恐不已。大多數(shù)用戶(hù)都不會(huì)去修改瀏覽器的默認(rèn)設(shè)置，這是人的本性。現(xiàn)在很少有人會(huì)開(kāi)啟"禁止追蹤"功能，但如果"禁止追蹤"處于關(guān)閉狀態(tài)，那么它就會(huì)一直處于關(guān)閉狀態(tài)。美國(guó)廣告協(xié)會(huì)首席執(zhí)行官Bob Liodice稱(chēng)，如果廣告行業(yè)不能收集有關(guān)用戶(hù)偏好的信息，那么這對(duì)于消費(fèi)者來(lái)說(shuō)將更為不利。他說(shuō)，用戶(hù)看到的廣告不會(huì)減少，"他們將會(huì)看到更沒(méi)有意義、更沒(méi)有針對(duì)性的廣告"。

　　現(xiàn)在還不清楚廣告商們將會(huì)作何反應(yīng)。盡管有些公司已經(jīng)承諾一旦得到"禁止追蹤"的信號(hào)就會(huì)停止追蹤，但是得到"禁止追蹤"的信號(hào)無(wú)法強(qiáng)行要求任何公司停止追蹤。由于無(wú)法分辨人們是真的反對(duì)行為廣告，還是他們只是沒(méi)有改動(dòng)微軟的默認(rèn)設(shè)置，有些公司可能會(huì)忽視"禁止追蹤"信號(hào)，一如既往繼續(xù)追蹤。

　　同樣不清楚的是，微軟為何要特立獨(dú)行。畢竟，微軟自己也有廣告業(yè)務(wù)，微軟聲稱(chēng)自己的廣告業(yè)務(wù)也要遵守"禁止追蹤"的要求，盡管微軟還在研究如何遵守該要求。如果微軟是在試圖打擊幾乎完全依賴(lài)廣告業(yè)務(wù)的谷歌，那么它選擇了一個(gè)非直接的方法：因?yàn)闊o(wú)法保證默認(rèn)"禁止追蹤"模式會(huì)成為行規(guī)。雖然公司以前還拿自己的其他幾個(gè)產(chǎn)品同谷歌的產(chǎn)品在這方面做過(guò)比較，但"禁止追蹤"也不像是Windows 8的巨大賣(mài)點(diǎn)。微軟首席隱私官Brendon Lynch在博客中寫(xiě)到："我們相信用戶(hù)應(yīng)該有更多的控制權(quán)。"事情真的這么簡(jiǎn)單嗎?

　　重點(diǎn)單詞

　　option['?p??n]n. 選擇權(quán)，可選物，優(yōu)先購(gòu)買(mǎi)權(quán)

　　v. 給予選

　　default[di'f?:lt]n. 假設(shè)值，默認(rèn)(值), 不履行責(zé)任，缺席 v. 默認(rèn)

　　norm[n?:m]n. 標(biāo)準(zhǔn)，規(guī)范

　　unclearadj. 不清楚的;不易了解的

　　signal['signl]n. 信號(hào)，標(biāo)志

　　v. (發(fā)信號(hào))通知、表示

　　upset[?p'set]adj. 心煩的，苦惱的，不安的

　　v. 推翻

　　permission[p?'mi??n]n. 同意，許可，允許

　　row[r?u,rau]n. 排，船游，吵鬧

　　vt. 劃船，成排

　　privacy['praiv?si]n. 隱私，隱居，秘密

　　track[tr?k]n. 小路，跑道，蹤跡，軌道，樂(lè)曲

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