2013年考研阅读文章T2精读——解析版.pdf

老周的考研 | 考研真题精读 2013 年考研阅读文章精读——解析版 Text 2 ①An old saying has it that half of all advertising budgets are wasted —the trouble is, no one knows which half. ② In the internet age, at least in theory, this fraction can be much reduced. ③ By watching what people search for, click on and say online, companies can aim “behavioral” ads at those most likely to buy. * An old saying has it that 古语有云，古话说得好 * In the internet age 在网络时代 * at least in theory 至少在理论层面 * those most likely to buy 最有可能购买的人 ①In 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 behavioral ads? Or should they have explicit permission? * fine-grained information 精细信息 * be happy to be tracked 乐意被追踪 * explicit permission 明确的许可 ...explicit references to age in recruitment advertising.招聘广告中对年龄的明确要求 ①In 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. ②Microsoft’s Internet Explorer and Apple’s Safari both offer DNT; Google’s Chrome is due to do so this year. ③In February the FTC and Digital Advertising Alliance (DAA) agreed that the industry would get cracking on responding to DNT requests. * propose 提议 * be due to do sth 预期会做某事 His new book is due to be published next year.他的新书预计明年出版。 * crack on (尤指更努力地)继续干；抓紧时间干 * respond to the request 回应要求 ①On May 31st Microsoft set off the row. ②It said that Internet Explorer 10, the version due to appear with Windows 8, would have DNT as a default. * set off 单独使用意思是“动身，启程”； sets off an event or a series of events 引发;触发;激起 * have DNT as a default 将DNT 设为默认 ①Advertisers are horrified. ②Human