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. |
| 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. |
| A．bright | B．discouraging | C．uncertain | D．time-dependent |
| A．How to advertise in the digital age. | B．Difficulties facing native ads. |
| C．Truth in digital advertising. | D．What native ads are? |
相似题推荐
【推荐1】As one of the largest and most experienced global airlines throughout the COVID-19 crisis, you can rely on us to take you on your next journey safely. We continue to ensure that our safety and hygiene (卫生) measures are of the highest standard, with new procedures operated throughout your journey, from check-in to arrival at your destination.
Check in online
Check in online to reduce interactions at the airport. Download your boarding pass to your phone through the Qatar Airways app or print your boarding pass at home.
Face masks
We now require all passengers to wear a face mask at all times, throughout the entire journey. To ensure you are comfortable, we recommend bringing your own from home. See exempted (免除的) passengers below.
Avoid travel if you are unwell
If you have experienced symptoms of COVID-19 within the past 14 days, we require you not to travel. We have plenty of options for you to rebook your flight.
Arrive at least three hours before your flight
There may be delays at the airport due to extra check in procedures. Ensure you have plenty of time to check in safely and make your way to your gate.
Physical distancing
Please ensure you maintain a 1.5-metre distance from other passengers at all times, especially during the check-in and boarding process.
Face masks on all flights to and from the United States of America (USA)
Children below two years of age (including infants), on all flights to and from the USA, are not required to wear a face mask. The refusal to wear a face mask by all other passengers, except those who are medically exempt, is against the USA Federal Law and may get punished.
1. Why is checking in online recommended?| A．To reduce paper waste. | B．To save time for passengers. |
| C．To avoid chances of interaction. | D．To promote use of the airline’s app. |
| A．Seniors. | B．Infants. | C．The crew. | D．The disabled. |
| A．An airline website. | B．A travel brochure. | C．An entertainment magazine. | D．A local newspaper. |
【推荐2】Here is' a collection of the best travel apps.
Best for planning
PackPoint
The app customizes (定制) packing lists based on weather forecasts and a questionnaire about your trip — where you're going, when you're going, what you're doing, etc.
You can get all these features with the free app; but with a $ 2. 99 in-app purchase.
Best for your body
Timeshifter
The app offers advice about when you should expose yourself to bright lights, when you should avoid caffeine, and when you should nap. The best part? It takes into account your habits, routines, and sleep patterns as it devises a personalized jet lag plan for you. The downside? You only get one free plan. After that, it's $ 9. 99 per plan or $ 24. 99 for a year of unlimited plans.
Best for managing your money
GlobeTips
Different countries have different tipping customs. GlobeTips can help with navigating different tipping norms across countries.
Once you select a country, you have the choice to either manually enter the bill amount or let the app's bill recognition technology do it for you. Use the sliding scale to adjust tip percentages based on the app's suggestion, and it will calculate and display both the tip and your total. You can look at tipping basics for each country on the free version, but you'll have to upgrade the app for $ 4. 99 if you want to read the tip guide in full. This app is for iOS users only, however.
Best for local experiences
Meetup
Great minds think alike, and they get together with the help of Meetup. The platform is all about connecting people with similar interests. It has more than 44 million users and more than 333,000 meet up groups, so you’re bound to find something. Once you find a group that interests you, you can request to become a member and attend its events. The app is free unless you’re trying to organize groups and events yourself-in which case you'll have to pay for a subscription (订购) starting at $ 9. 99.
1. Which travel app is the best for planning your trip?| A．PackPoint. | B．Timeshifter. | C．GlobeTips. | D．Meetup. |
| A．Managing your money. |
| B．Creating custom activities. |
| C．Taking into account your sleep patterns. |
| D．Connecting people with similar interests. |
| A．$ 2. 99. | B．$ 4. 99. | C．$ 9. 99. | D．$ 24. 99. |
【推荐3】Toronto is a city of neighborhoods, so wherever you are in Toronto, you’re bound to find yourself surrounded by shopping, dining and culture experiences unique to that specific area.
Toronto’s CN Tower
It’s one of the world’s tallest structures at 1,815 feet and the glassed-in elevators offer visitors a sense of just how high that is. In the tower’s 360 Restaurant, diners sit on a floor that performs a full cycle every 72 minutes, guaranteeing different views of the city with each bite of meal. Plus, if you order dishes at the restaurant, your entry to the CN Tower is free.
The Fairmont Royal York Hotel
It is one of Toronto’s oldest and most storied hotels. Since opening in 1929, it’s stood as one of the largest hotels in the British Commonwealth with 1,600 rooms. It’s also home to more than 300,000 bees, who live on the hotel’s rooftop and produce honey for the Fairmont Royal York’s dining facilities.
The Toronto Islands
North America’s largest urban car-free community offers plenty of green space and beaches for visitors of all ages. Those looking for exercise can explore the islands by bike while checking out the breathtaking views of Toronto’s skyline; visit the rental facility near the Centre Island ferry dock.
St. Lawrence Market
Voted the world’s best food market in 2012, the St. Lawrence Market complex consists of two buildings. The north building plays host to weekly Saturday fanner’s markets, while in the south building, open every day except Sunday and Monday, meat, baked goods, jewelry…are on offer. One of Toronto’s most iconic (标志性的) breakfasts —the pea-meal bacon sandwich is considered a signature dish.
1. Where can you have a bird’s eye-view of Toronto while dining?| A．The Toronto Islands. | B．Toronto’s CN Tower. |
| C．The Fairmont Royal York Hotel. | D．St. Lawrence Market. |
| A．Fantastic dishes. | B．Unique things. |
| C．Breathtaking scenery. | D．Diverse cultures. |
| A．A news report. | B．A popular novel. |
| C．A travel guide. | D．An advertisement. |
【推荐1】When he tells people that he is deaf, Oliver Stabbe is called a liar. “The idea that deaf people cannot speak is a very offensive (冒犯性的) assumption,” the sophomore (大二学生) said.
Stabbe’s experience speaks of many of the misunderstandings about deaf people and the struggles they face — things commonly found right in Rochester. This city is home to 90,000 deaf people, a significant slice of the more than 1.1 million national population. The percentage of deaf people here is higher than the national average, due to RITs National Technical Institute for the Deaf, the first technological college in the world intended for the deaf and hard of hearing.
“Really, there seems to be an embarrassment in communicating with deaf people,” said sophomore Stephen Davis, another deaf student. This awkwardness might arise because non-deaf people may have some concerns and
they just don’t know how to do so without possibly offending someone. “I guess they think saying ‘deaf’ is offensive, but it really isn’t and deaf people don’t get upset about it,” Davis said. He noted that the biggest issue he’s had when communicating with other students is their anxiety about communicating.
Deaf or hard-of-hearing students also face frustrations on their end when interacting with others. “Sometimes people talk about you, maybe to a non-deaf friend standing beside me, as if I’m not there,” Davis said. “That’s depressing.” As Davis put it, “We don’t see ourselves as the disabled, so the awkwardness is only one-sided.”
Stabbe advised that those communicating should not make assumptions about others’ preferences or ability. If you have a question, ask. A moment of awkwardness is absolutely worth it if you are being educated about an important topic.
Being deaf is not the end of world, and in some way, our non-deaf should treat them as equally as us to avoid the one-sided embarrassment.
1. Why are there more deaf people in Rochester?| A．Deaf people tend to live there. |
| B．Deaf people may get better job opportunities here. |
| C．Deaf people meet fewer struggles here. |
| D．A professional school designed for the deaf appeals to them. |
| A．They are afraid of upsetting the deaf. |
| B．They are unwilling to communicate. |
| C．They don’t know any sign language. |
| D．They don’t challenge enough assumptions. |
| A．Recommendations. | B．Appointments. |
| C．Predictions. | D．Criticism. |
| A．We can hear your heart |
| B．“Deaf” is not a bad word |
| C．Deaf people often tell lies |
| D．Embarrassment can be avoided |
【推荐2】With the weight of its tall buildings, streets and people, New York City is sinking at an average rate of 1 to 2 millimetres each year, a new study says.
The sinking is called “subsidence”. That natural process happens everywhere as ground is compressed (压紧). But the study sought to estimate how the huge weight of the city itself is hurrying things along.
Over 1 million buildings are spread across five boroughs (自治区). The research team found that all those structures add up to 1. 5 trillion metric tons of concrete, metal and glass, equal to the mass of 4, 700 Empire State buildings pressing down on the Earth.
The rate of compression is different throughout the city. Midtown Manhattan’s skyscrapers are largely built on rock, which compresses very little. But some parts of Brooklyn, Queens and downtown Manhattan are on looser soil and sinking faster, the study said.
While the process is slow, parts of the city will eventually be under water. Researchers reached conclusions using satellite imaging, data modeling and mathematical calculations. It will take hundreds of years before New York becomes Venice, which is famously sinking into the Adriatic Sea. But parts of New York are more at risk. A researcher said Manhattan is at risk because of the borough’s large weight.
The ocean is rising at a similar rate that the land is sinking. So the Earth’s changing climate could speed up the process for parts of the city to go under water. Already, New York City is at risk of flooding because of large storms. Storms like Sandy in 2012 caused the ocean to expand inland and flooded neighbourhoods after a lot of rain.
New York City is not the only place sinking. San Francisco, California, is also at risk because of pressure on the ground and the area’s active earthquakes. In Indonesia, the government is preparing for a move from Jakarta, which is sinking into the Java Sea. The government is building a new capital being constructed on the higher ground of an entirely different island.
1. What is the main reason for the different compression rates in New York?| A．Different measurement methods. | B．Different geological(地质的)conditions. |
| C．Different building materials and styles. | D．Different climate changes and impacts. |
| A．Its huge weight. | B．Its distance to the sea. |
| C．Its similar position. | D．Various frequent natural disasters. |
| A．To keep the reader’s attention. |
| B．To improve the atmosphere. |
| C．To show the issue is common. |
| D．To point out the negative effect of sinking. |
| A．New York City Is Slowly Sinking | B．The Flavour of New York City |
| C．Here Comes a Future Venice | D．The Problems Caused by Dropping |
【推荐3】People often have the impression that Chinese characters are extremely difficult to learn. In fact, if you were to try to learn how to write Chinese characters, you would find that they are not nearly as difficult as you may have imagined. And they certainly qualify as forming one of the most attractive, beautiful, logical, and scientifically constructed writing systems in the world. Each stroke (笔画) has its own special significance. If you are familiar with the rules of Chinese characters, you will find it very easy to remember even the most complicated looking character, and never miss a stroke.
The earliest known examples of Chinese written characters in their developed form are carved into tortoise shells and ox bones. Most of these characters are pictographs. Archaeologists of various countries have learned that most early writing systems went through a pictographic stage, as did the Egyptian hieroglyphics. Most writing systems, however, eventually developed a phonetic (语音的) alphabet to represent the sounds of spoken language rather than visual images observed in the physical world.
One notable feature of Chinese characters is the “radical”. “Radical” in English means “root”. For example, the characters yu “language”, shuo “talk”, and lun “discuss” all share the yan radical, which means “language,” and gives the reader a clue to the meaning of the character as a whole. The characters xiu “rotten”, shan “cedar”, tao “peach” and lin “forest” , all contain the mu “wood” or “tree” radical, indicating one of their shared key characteristics. If you know the radical of a character, you can usually get a general idea of the meaning of the character. Although there is a theoretical total of almost 50,000 written Chinese characters, only about 5,000 of these are frequently used; and the total number of radicals is only 214. So learning to read and write Chinese is not nearly so difficult a task as it may at first seem.
1. According to the author, Chinese characters are ________.| A．extremely difficult to learn |
| B．as difficult as you may have imagined |
| C．difficult to remember |
| D．scientifically constructed |
| A．All the Chinese characters are pictographs |
| B．Some strokes are more important than others. |
| C．There are rules in forming the Chinese characters. |
| D．Some writing systems eventually developed a phonetic alphabet. |
| A．The kou “mouth” radical. |
| B．The mu “wood” or “tree” radical. |
| C．The zu “foot” radical. |
| D．The yan “language” radical |
| A．the Chinese writing system | B．the strokes of the Chinese characters |
| C．pictographs | D．the radical of the Chinese characters |
【推荐1】The Notre Dame (巴黎圣母院) fire has been put out, but its spire (尖顶) and a large portion of its wooden roof have been damaged. The terrible destruction causes a sudden sharp pain to people around the world. “What a pity that we cannot see the damaged parts of the wonder anymore.”
But the good news is that there is at least one way of seeing them, namely through a video game called Assassin’s Creed: Unity. In this game, the player can travel to one city after another and enter the buildings exactly like what they are in reality, and see Notre Dame as it was before the fire. Further, with virtual reality technology, which is already quite mature, one can even look around the undamaged Notre Dame as if it is still there. Maybe digital technology could help to better protect architectural cultural heritage.
The idea of making digital models of ancient buildings to save their data dates back to the 1990s and the necessary technology has continued to advance since then. By scanning the ancient buildings with lasers, building 3D models with multiple images, as well as measuring everything precisely, engineers can make a copy as accurate as the real one.
As computers and smartphones are hugely popular, the digital model has great useful value. First, it allows tourists to feel the cultural relics without touching them. The virtual tour of Dunhuang Grottoes in Gansu Province is a good example of this as tourists can view the paintings without standing near them. Furthermore, it can make the digitized cultural relics more famous by spreading awareness about them via the Internet. In 2000, a virtual tour of the Great Wall became very popular at the Hannover World Expo, which increased the number of foreign tourists visiting the site in the following years. Above all, it preserves all the information of the cultural relics.
Maybe we will have better technologies in the future, but the digital technology offers a practical way to preserve architectural cultural heritage at the moment.
1. How can one still see the damaged parts of Notre Dame in Paris?| A．Through a virtual video game. | B．By conducting comprehensive repairs. |
| C．By reading relevant literature. | D．By repairing a large number of photos. |
①By advancing the AR gaming technology. ②By scanning the buildings.
③By building 3D models with diverse photos. ④By measuring all the parts exactly.
| A．①②④ | B．①②③ | C．②③④ | D．①③④ |
| A．Allow one to understand these historical heritage sites through personal experience. |
| B．Preserve existing cultural heritage and store useful information. |
| C．Enable historical sites to regain international certification through online traffic. |
| D．Improve the utilization of mobile phones by appreciating historical heritage. |
| A．A Plan for Architects to Reproduce A New Notre Dame |
| B．A Desire for A Virtual Video Game to Repair Notre Dame |
| C．The Era Calls for A Better Technology to Improve Notre Dame |
| D．Virtual Way to Save Architectural Heritage |
【推荐2】From the concert halls of Europe to the tech industries of the United States, C. J. Santos has created a story across the globe.
Born in Brazil, Santos moved to Switzerland at the age of 18, and earned degrees in both music performance and business administration there. During his next 10 years of “intense” career as a professional musician, he spent most of his time on the road. “I had the honor to perform in the top concert halls in Europe,” Santos said. “It really wore me out to be constantly traveling and performing, but it allowed me to see the world and understand it in its full diversity. This was a unique experience, and I carry its benefits with me to this day”
Through these experiences, Santos was able to become fluent in six languages. With these skills under his belt, Santos worked with his wife, who is also fluent in four languages, to develop a small translation business.
“Running it with no prior business experience was a challenging but exciting learning-by-doing experience,“ Santos said. “In addition, the translation industry experienced a massive digital transformation in the last decade.”
This brought Santos to an MBA/M.S. program in business analytics and information management, where he got rich experience, knowledge and perspectives in different industries. The program provided him with something he clearly enjoys in life: variety “It helped me take the most advantage of the translation industry’s digital transformation. What I gained from the program is more than what I managed in the 15 years in Europe,” he added.
As Santos continues to grow his business, he’s also working as an advisor. “The world’s digital transformation has advanced at high speed,” he said. “To me, it’s very exciting to be a valuable resource to those who need help to jump onboard the digital express.”
1. What did Santos think of his career as a musician?| A．Stable but stressful. |
| B．Tiring but rewarding. |
| C．Unique and enjoyable. |
| D．Demanding and fruitless. |
| A．His strong desire for a Master’s Degree. |
| B．The challenge from starting a new business. |
| C．His lack of education background in business. |
| D．The demand for a learning-by-doing experience. |
| A．The great variety Santos enjoys in life. |
| B．The application of digital transformation. |
| C．The benefits Santos got from the program. |
| D．Santos’s viewpoint on translation industry. |
| A．Digital solutions. |
| B．Business analysis. |
| C．Translation skills. |
| D．Resources management. |
【推荐3】The University Science Library
The University Science Library holds collections in Engineering, Geography, Life Sciences, Management, Mathematical and Physical Sciences.
Self-service facilities are provided for borrowing, renewing and returning one week and standard loan books. There is also a dedicated self-service Short Loan Collection for overnight loans. Print journals are not borrow able in the Science Library.
Borrowing, Renewing and More
Four quick and easy to use loans machines are located in the Learning Laboratory on the ground floor. Just scan the barcode on the back of your Library card and enter your PIN number (set initially as 4 digits, DDMM of your birthday) to borrow and renew your books, to check reservations and view your Library account.
Returning
The Learning Laboratory also has two machines for returning one week and standard loan books (including books borrowed from Store). Unlike an ordinary book drop, the machines will clear the books from your Library account immediately. When you have returned all of your books, the machine will produce a receipt for your records.
Remember that you can return as many books as you want, but only one at a time.
Short-loan collection room
Short loan books are currently stored in the cafe on the ground floor. Please use the machine in this room to borrow and return books.
Cafe
We have a cafe on the ground floor of the Science Library selling hot and cold drinks and cold snacks, but please remember that eating is not permitted in the reading rooms on the upper levels.
Opening hours:
Monday: Open from 08:45
Tuesday — Friday: 24 hour opening
Saturday: 24 hour opening until 21:00
Sunday: 11:00-21:00 (holders of the University Library cards only)
1. What subject may not be covered in the University Library?| A．Literature. | B．Biology. |
| C．Chemistry. | D．Geography. |
| A．Both food and books are sold in the cafe. |
| B．Eating is only allowed on the ground floor of the University Library. |
| C．All the books and magazines in the University Library can be borrowed. |
| D．All the books can be returned at a time by using the machines in the Learning Laboratory. |
| A．Sunday | B．Monday |
| C．Thursday | D．Saturday |
