[D] 懊恼的

答案：B　难度系数：☆☆☆

分析：猜词题。在第六段中，根据上下文，持怀疑态度者最开始怀疑旧的调查方法有偏颇，但是现在新的数据收集方法比较先进、科学，与之前的数据有所出入，因此他们的疑虑就应该打消了。因此，选项B最为符合题意。

4. By 2015, the financial requirements will _____.

[A] have risen by 10% more than what have been previously estimated

[B] be 10% of what have been previously estimated

[C] be 10% less than previously estimated

[D] be 15% less than previously estimated

4. 到2015年，财政需求将会 _____。

[A] 比先前估计的增加10%

[B] 是先前估计的10%

[C] 比先前估计的减少10%

[D] 比先前估计的减少15%

答案：C　难度系数：☆☆

分析：细节题。第六段指出，到2010年，财政需求可能要比先前估计的少 5%，而到2015年，这个数字将增加到10%。那么也就是说，到了2015年，财政需求要比先前估计的少10%。因此，选项C为正确答案。

5. Towards the revision of the figures, the author's attitude can be said to be _____.

[A] negative

[B] positive

[C] indifferent

[D] neutral

5. 对于这次数据修改，作者的态度是 _____。

[A] 否定的

[B] 肯定的

[C] 不关心的

[D] 中立的

答案：B　难度系数：☆

分析：态度题。对于这次修改，作者在全文中多次用了赞扬的语气，描述这样改变的好处，因此，作者的态度是肯定的，正确答案为B。





参考译文


由世界卫生组织和联合国艾滋病规划署报告的本年度有关艾滋病的最新数据表明，在短短一年的时间内，感染HIV（引发艾滋病的病毒）的人数从3,950万人减少到3,320万人，表面上来看这确实令人欣喜。实际上也确实如此，因为这意味着需要治疗的人和传播疾病的人比原来估计的要少。但这个数量的减少却不是真正的减少，而是因为估测该传染病规模的方法发生了改变。

如果将这种改变考虑进来，那么被感染的人数实际上比去年增加了50万。但是即便如此，这对于是非颠倒的艾滋病世界来说也不一定是坏消息。随着全世界治疗方案的大量出现，死亡率开始有所下降。根据修改后的统计数据，死亡高峰出现在2005年，这一年有220万人死亡。现在这个数字为210万。因为受感染的患者要想真正退出统计数字（而不是通过在数据统计办法上做手脚），唯一的方法就是死亡，存活患者人数的增加免不了会增加感染者的总数。

但是最好的消息就是，新数据肯定了先前被怀疑的事实——感染人数的最高点已经过去。1998年，新增感染者的总人数为340万人，是最高值，现在降到250万人。

死亡率和感染率的变化部分是由于每一种传染病都存在的自然起落规律。但是也反映了许多国家的公共卫生工作者的艰苦努力，他们成功地说服了成百上千万的人们改变或者放弃危险的行为，如没有任何保护措施的性行为，他们还建立了医疗基础措施来发放反逆转药物，这种药物可以让那些已经被感染的患者的症状消失。

修改数据主要是因为采用了更好的数据收集方法，特别是在印度（该数据的下降有一半是因为印度数据的改变）和五个非洲国家（另有1/5的数据下降是因为这些国家）。印度建立了更多的取样点，而所有国家都采用了更好的调查方法，主要依靠上门调查而不是在诊所询问问题，这样收集到了更具代表性的病例数据。

持怀疑态度的人会因为数据修改而证实了他们先前的怀疑。他们曾怀疑过去的调查方法有一定的偏颇，由此导致的数据增加也是在容许的范围内，因为这样就可以使许多潜在的捐赠人动心。但是，现在为抗击艾滋病建立了收集和发放资金的结构，如果想要正确使用这些资金，那么准确的数据是非常重要的。新信息也意味着治疗所有患者这个目标实现起来会更简单、更廉价。世界卫生组织和联合国艾滋病规划署目前计划在明年年初发布一个相关的报告，但是联合国艾滋病规划署取证、监测和政策主任Paul De Lay称，2010年的财政需求可能要比先前预计的少约5%，到2015年，该数字将达到10%。这对于那时的每个人，不管是捐献者还是患者来说都是好消息。





TEXT THREE


Depending on your age and memory, it was a week of radically new or reassuringly old developments in the advertising industry. To Mark Zuckerberg, the boss of Facebook, a popular social-networking website, it was the former. Standing in front of about 250 mostly middle-aged advertising executives on 6th November, he announced that Facebook was offering them a new deal. “For the last hundred years media has been pushed out to people,” he said, “but now marketers are going to be a part of the conversation.” Using his firm's new approach, he claimed, advertisers will be able to piggyback on the “social actions” of Facebook users, since “people influence people”.

Mr. Zuckerberg's underlying idea is hardly new. But, says Randall Rothenberg, the boss of the Interactive Advertising Bureau, a trade association, the announcements this week by Facebook and its larger rival, MySpace, which has a similar ad system, could amount to a big step forward in conversational marketing. If new technologies that are explicitly based on social interactions prove effective, he thinks, they might advance web advertising to its fourth phase.

From the point of view of marketers, the existing types of online ads already represent breakthroughs. In search, they can now target consumers who express interest in a particular product or service by typing a keyword; they pay only when a consumer responds, by clicking on their ads. In display, they can track and measure how their ads are viewed and whether a consumer is paying attention better than they ever could with television ads. Yet now the holy grail of observing and even participating in consumers' conversations appears within reach.

The first step for brands to socialise with consumers is to start profile pages on social networks and then accept “friend requests” from individuals. On MySpace, brands have been doing this for a while. For instance, Warner Bros, a Hollywood studio, had a MySpace page for 300, its film about Spartan warriors. It signed up some 200,000 friends, who watched trailers, talked the film up before its release, and counted down toward its DVD release.

Facebook, from this week, also lets brands create their own pages. Coca-Cola, for instance, has a Sprite page and a “Sprite Sips” game that lets users play with a little animated character on their own pages. Facebook makes this a social act by automatically informing the player's friends, via tiny “news feed” alerts, of the fun in progress. Thus, at least in theory, a Sprite “experience” can travel through an entire group, just as Messrs Lazarsfeld and Katz once described in the offline world.

In many cases, Facebook users can also treat brands' pages like those of other friends, by adding reviews, photos or comments, say. Each of these actions might again be communicated instantly to the news feeds of their clique. Obviously this is a double-edged sword, since they can just as easily criticise a brand as praise it. Facebook even plans to monitor and use actions beyond its own site to place them in a social context. If, for instance, a Facebook user makes a purchase at Fandango, a website that sells cinema tickets, this information again shows up on the news feeds of his friends on Facebook, who might decide to come along. If he buys a book or shirt on another site, then this implicit recommendation pops up, too.

1. The fourth phase of web advertising is _____.

[A] creating brands' own pages on social-networking websites

[B] the strategy of conversational marketing

[C] online advertising through various means

[D] interactive advertising

2. The new advertising model makes breakthrough in _____.

[A] allowing marketers to find consumers with a keyword

[B] providing marketers access to measure their ads' effectiveness

[C] encouraging consumers to have more commun-ication and interaction

[D] endowing marketers with the right of creating their own pages

3. The case of Warner Bros implies that _____.

[A] MySpace is having a step further than Facebook

[B] the “friend request” approach is effective

[C] some initial steps of the new advertising model have been taken

[D] this kind of advertising model fits the film industry

4. About Facebook, which one of the following statements is TRUE?

[A] It has reached a consensus with MySpace in pushing forward the new advertising model.

[B] It is marching into a new phase of the advertising industry based on its expertise in advertisement.

[C] It will make full use of the social actions of its users in the new advertising model.

[D] It provides customized service to commercial organizations to facilitate their success.

5. Facebook's principle of “people influence people” is best reflected in its _____.

[A] special pages for famous brands like Coca-cola

[B] “Sprite Sips” game on the Sprite page

[C] tiny alerts of news feeds

[D] profile pages and “friends request” to socialize people





文章剖析


这篇文章介绍了广告业最新发展起来的广告形式——会话式互动网络广告。第一段讲述Facebook宣布实行新的广告模式；第二段讲述实行新模式的意义；第三段讲述目前广告的情况和未来的发展方向；第四、五和第六段讲述Facebook和MySpace采取的一些初步的举措。





词汇注释


marketer n. 市场商人

piggyback vi.（随更大、更重要、更有效的东西）出现/发生

Spartan adj. 斯巴达的

clique n. 私党，小圈子





难句突破


① But, says Randall Rothenberg, the boss of the Interactive Advertising Bureau, a trade association, the announcements this week by Facebook and its larger rival, MySpace, which has a similar ad system, could amount to a big step forward in conversational marketing.

主体句式：But, says Randall Rothenberg, ... the announcements... could amount to...

结构分析：这是一个复合句，the boss of...是主语的同位语；a trade association是前面的the Interactive Advertising Bureau的同位语；在宾语从句中，which引导的非限定性定语从句是用来修饰前面的MySpace的。

句子译文：但是，一家名为互动广告局的贸易协会的老总Randall Rothenberg认为，Facebook和其较大的对手——拥有相似广告体系的MySpace在本周发布的宣言将在对话市场营销中向前迈出一大步。

② If, for instance, a Facebook user makes a purchase at Fandango, a website that sells cinema tickets, this information again shows up on the news feeds of his friends on Facebook, who might decide to come along.

主体句式：If... a Facebook user makes a purchase..., this information... shows up...

结构分析：这是一个复合句，在前面的条件状语从句中，a website...是前面Fandango的同位语；主句中who引导的定语从句是修饰friends的。

句子译文：比如，假设一个Facebook的用户在卖电影票的网站Fandango购买了电影票，这个信息就会出现在这个人在Facebook上的朋友新闻地带中，他们也可能会决定一起去。





题目分析


1. The fourth phase of web advertising is _____.

[A] creating brands' own pages on social-networking websites

[B] the strategy of conversational marketing

[C] online advertising through various means

[D] interactive advertising

1. 网络广告的第四个阶段为 _____。

[A] 在社交网站上制作品牌自己的网页

[B] 对话式的营销战略

[C] 以各种方式进行的在线广告

[D] 互动性广告

答案：D　难度系数：☆☆☆

分析：推理题。文章第二段提到，如果基于社会互动的新技术效果比较好的话，那么就可以把网络广告推向第四阶段。第三段又提到，目前已有的网络广告的种类已经体现了突破。但是，目前观察甚至是参与顾客会话的目标仿佛近在咫尺了。由此可以看出，下一步就是这种会话式的网络广告，因此，答案D最为符合。

2. The new advertising model makes breakthrough in _____.

[A] allowing marketers to find consumers with a keyword

[B] providing marketers access to measure their ads' effectiveness

[C] encouraging consumers to have more communication and interaction

[D] endowing marketers with the right of creating their own pages

2. 新的广告模式做出的突破是在 _____。

[A] 允许商人用关键词就可以找到客户

[B] 为商人提供衡量他们广告效益的途径

[C] 鼓励顾客们进行更多的交流和互动

[D] 赋予商人制作自己网页的权利

答案：C　难度系数：☆☆☆

分析：细节题。要注意不要把本题和以前的网络广告做出的突破混淆，第三段提到的两个突破，也就是选项A和B是目前网络广告已经做出的突破，而新的突破在第三段中也提到了，是允许商家和用户进行会话互动，因此选项C符合题意。D只是实现这个突破的手段。

3. The case of Warner Bros implies that _____.

[A] MySpace is having a step further than Facebook

[B] the “friend request” approach is effective

[C] some initial steps of the new advertising model have been taken

[D] this kind of advertising model fits the film industry

3. 华纳兄弟的例子说明了 _____。

[A] MySpace比Facebook先进了一步

[B] “交友请求”的方法比较有效

[C] 新的广告模式方面已经有了一些初步的进展

[D] 这种新的广告模式适合电影业

答案：C　难度系数：☆☆

分析：推理题。根据上下文，实践新广告模式的第一步就是在网上开设网页，然后又说一些品牌已经在MySpace上这样做了，接着就提到华纳兄弟的例子。由此可以看出，这个例子是为了说明本段的中心意思，就是进行广告模式的初期步骤，因此选项C符合题意。

4. About Facebook, which one of the following statements is TRUE?

[A] It has reached a consensus with MySpace in pushing forward the new advertising model.

[B] It is marching into a new phase of the advertising industry based on its expertise in advertisement.

[C] It will make full use of the social actions of its users in the new advertising model.

[D] It provides customized service to commercial organizations to facilitate their success.

4. 关于Facebook，下列哪个陈述是正确的？

[A] 它已经和MySpace达成共识，联合起来推进新的广告模式。

[B] 基于其在广告业务上的专业性，它正在迈入广告行业的新阶段。

[C] 在新的广告模式中，它将充分利用用户的社会活动。

[D] 它为商业机构提供了定制服务，从而帮助它们取得成功。

答案：C　难度系数：☆☆☆☆

分析：细节题。选项A，虽然文中提到了Facebook和MySpace在进行一些相似的举措，但是文章第二段就指出它们是竞争对手，也未提到它们达成共识和联合行动，因此该陈述不正确。选项B，从文章可以看出，它一直在从事广告业，但没有明确提出它的expertise。选项C，在文章第一段公司老总跟客户就提到这一点，它自身目前的一些举措也反映了这点。选项D，文章中提到了它们的服务帮助企业走向成功，但是却没有明确地提到customized service。因此，选项C为正确答案。

5. Facebook's principle of “people influence people” is best reflected in its _____.

[A] special pages for famous brands like Coca-cola

[B] “Sprite Sips” game on the Sprite page

[C] tiny alerts of news feeds

[D] profile pages and “friends request” to socialize people

5. Facebook的“人影响人”的理念在 _____ 上体现得最为充分。

[A] 为向可口可乐这样的著名品牌提供的特殊网页

[B] 雪碧网页上的“雪碧吮吸”游戏

[C] 一些小的新闻提示

[D] 为了帮助人们社交的个人主页和“交友请求”

答案：C　难度系数：☆☆☆☆

分析：推理题。所有的选项都是文章最后两段提到的内容。可口可乐和雪碧的网页以及雪碧游戏都是一种手段和媒介，主要还是要让其用户通过“新闻提示”来互相知道朋友间的交易活动，这样朋友间就可能因为身边的人买了某种东西也去购买。因此，这种理念在“新闻传播”上得到了最充分的体现。选项D虽然也可以体现这样的理念，但不如选项C体现得更充分。因此，正确答案为C。





参考译文


这一周对于广告行业来说，可能意味着全新的发展，但也可能是旧模式的发展，这要视人们的年龄和记忆而定。对于热门社交网站Facebook的老总Mark Zuckerberg来说，就是全新的发展。11月6日，他站在大约250名中年广告经理面前，宣布Facebook将为他们提供一个新项目。“在过去的百年中，媒体被推到人们面前，”他说，“然而今天，商人们也将成为这场对话中的一员。”他声称，若采用该公司的新措施，广告客户就可以借用Facebook用户的“社会行为”，因为“人可以影响人”。

Zuckerberg先生的基本观点并不是很有新意。但是，一家名为互动广告局贸易协会的老总Randall Rothenberg认为，Facebook和其较大的对手——拥有相似广告体系的MySpace在本周发布的宣言将在对话市场营销中向前迈出一大步。他认为，如果基于社会互动的新技术被证明有效的话，他们或许就可以将网络广告推向第四阶段。

从商人的角度来说，现有的各类网络广告已经体现了突破。他们现在通过输入关键词就可以锁定对某种产品或服务感兴趣的顾客，但只有当顾客做出反应，也就是点击了他们的广告后，商人才付费。在展示中，他们可以跟踪和测定其广告是如何被顾客浏览的，以及相比电视广告来说，顾客是否更关注网络广告。然而，目前观察甚至是参与顾客会话的目标仿佛近在咫尺了。

品牌和顾客取得交流的第一步，就是在社交网络上启动个人主页，从而可以从个人那里接受“交友请求”。一些品牌在MySpace上这样做已经有一段时间了。比如，好莱坞电影公司华纳兄弟在MySpace上有一个专门的页面服务于《300》，这是一部关于斯巴达勇士的电影。有20万人注册成为该网页的朋友，这些人观看影片的宣传片，在影片放映前进行讨论，对DVD的发行进行倒计时。

从这周起，Facebook也允许品牌在其网站上制作自己的网页。比如，可口可乐已经开设了一个雪碧的网页，还有一个“雪碧吸吮”的游戏，用户可以在其网页上用一个小小的动画角色来玩这个游戏。Facebook通过小的“新闻”提示，自动通知玩家的朋友这种游戏的趣味，使之成为一种社会行为。这样，至少在理论上来说，雪碧“经验”可以穿越整个群体，正如Messrs Lazarsfeld和 Katz曾经在线下世界所描述的那样。

在许多情况下，Facebook的用户也可以像对待其他朋友的网页一样对待品牌的网页，比如可以增加评论、照片或者意见，而且每个活动都可以马上传到他们小圈子的新闻地带。很显然，这是一把双刃剑，因为他们可以轻易地批评一个品牌，也可以表扬一个品牌。Facebook甚至计划要在自己的网站之外也采取一些行动，从而将之置于一个社会环境中。比如，假设一个Facebook的用户在卖电影票的网站Fandango上购买了电影票，这个信息就会出现在这个人在Facebook上的朋友新闻地带中，他们也可能会决定一起去。如果该用户在另外一个网站买了一本书或一件衬衫，这种暗示性的推荐也会出现。





TEXT FOUR


This is a book you can imagine Alec Leamas, the miserable spook hero of The Spy Who Came In From the Cold, enjoying on the number 11 bus back to his dingy Hammersmith flat. “What do you think spies are: priests, saints, martyrs?” Leamas famously snarled. “They're a squalid procession of vain fools, traitors, too, yes; pansies, sadists and drunkards, people who play cowboys and Indians to brighten their rotten lives.”

Plus ca change, apparently. Curveball offers a squalid and up-to-date procession of real-life fools, traitors and game-players seeking to brighten their rotten lives. Principal among them is an Iraqi chemical engineer who pitched up in Germany without a visa in 1999. He asked for political asylum and knew that he would greatly improve his chances of getting it if he could make himself interesting to the intelligence services. Which he did. Before long he had their rapt attention, as well as his own code name, Curveball.