1、中国传媒大学考博英语模拟试卷 3及答案与解析 一、 Reading Comprehension 0 This year the combined advertising revenues of Google and Yahoo! will rival the combined primetime ad revenues of Americas three big television networks, ABC, CBS and NBC predicts Advertising Age. It will, says the trade magazine, represent a “waters
2、hed moment“ in the evolution of the internet as an advertising medium. A 30-second prime-time TV ad was once considered the most effective and the most expensive form of advertising. But that was before the internet got going. And this week online advertising made another leap forward. This latest i
3、nnovation comes from Google, which has begun testing a new auction-based service for display advertising. Both Google and Yahoo! make most of their money from advertising. Auctioning keyword search-terms, which deliver sponsored links to advertisers websites, has proved to be particularly lucrative.
4、 And advertisers like paid-search because, unlike TV, they only pay for results;they are charged when someone clicks on one of their links. Both Google and Yahoo! along with search-site rivals like Microsofts MSN and Ask Jeeves, are developing much broader ranges of marketing services. Google, for i
5、nstance, already provides a service called Ad-Sense. It works rather like an advertising agency, automatically placing sponsored links and other ads on third-party websites. Google then splits the revenue with the owners of those websites, who can range from multinationals to individuals publishing
6、blogs.as online journals are known. Googles new service extends AdSense in three ways. Instead of Googles software analyzing third-party websites to determine from their content what relevant ads to place on them, advertisement will instead be a-ble to select the specific sites where they want their
7、 ads to appear. This provides both more flexibility and control, says Patrick Keane, Googles head of sales strategy. The second change involves pricing. Potential internet advertisers must bid for their ad to appear on a “cost-per-thousand“ (known as CPM) basis. This is similar to TV commercials, wh
8、ere advertisers pay according to the number of people who are supposed to see the ad. But the Google system delivers a twist:CPM bids will also have to compete against rival bids for the same ad space from those wanting to pay on a “cost-per-click“ basis, the way search terms are presently, sold. Cl
9、ick-through marketing tends to be aimed at people who already know they want to buy something and are searching for product and price information, whereas display advertising is more often used to persuade people to buy things in the first instance. The third change is that Google will now offer ani
10、mated ads but nothing too flashy or annoying, insists Mr. Keane. Such ads are likely to be more appealing to some the big-brand advertisers. Spurred on by the spread of faster broadband connections, such companies are becoming increasingly interested in so-called “rich-media“ ads. like animation and
11、 video. 1 By saying “It will represent a watershed moment in the evolution of the internet as an advertising me-dium“ , the trade magazine suggests_. （ A） Google and Yahoo! share advertising revenues with television networks （ B） the success of Google and Yahoo takes a turning-point to online advert
12、ising （ C） Americas three big television networks play an important role in the development of advertising medium （ D） Google and Yahoo! build up their status in advertising 2 Now, the most effective form of advertising is_. （ A） a 30-second prime-time TV ad （ B） a 30-second prime-time online advert
13、ising （ C） online advertising （ D） most expensive TV ad 3 Why do advertisers like the new auction-based service for display advertising? （ A） Because more people can see the advertisement （ B） Because the service brings them more profit （ C） Because they only pay for results. （ D） Because the servic
14、e offers more flexibility and control. 4 Which of the following is not included in Googles new service which extends AdSense? （ A） Advertisers will be able to select the specific sites where they want their ads to appear. （ B） Advertisers pay on the basis of the number of people who browse the ad. （
15、 C） Advertisers are offered ads with animation. （ D） Advertisers will be advised on the contents. 5 Whats the main idea of the passage? （ A） Online advertising is more effective than TV advertising. （ B） Google and Yahoo! are challenging Microsoft in the field of advertising. （ C） Googles new advert
16、ising service could make the internet an even more valuable marketing medium. （ D） Online advertising is popular with advertisers. 5 Technology is a two-edged sword. Rarely is this as clear as it is in the realm of health care. Technology allows doctors to test their patients for genetic defects and
17、 then to turn around and spread the results throughout the world via the Internet For someone in need of treatment, thats good news. But for someone in search of a job or an insurance policy, it can be all bad. Last week a corollary (推论 ) was proposed to the patients bill of rights now before Congre
18、ss: a right to medical privacy. Beginning in 2002, under rules set to become law in February, patients would be able to decide the conditions under which their personal medical data could leak. They would be able to examine their records and make corrections. They could learn who else had seen the i
19、nformation. Improper use of records by a caregiver or insurer could result in both civil and criminal penalties. The plan was said to be an unprecedented step toward putting Americans back in control of their own medical records. While the administration declared that the rules as an attempt to stri
20、ke a balance between the needs of consumers and those of the health-care industry, neither doctors nor insurance companies were happy. The doctors said the rules could actually destroy privacy, pointing to a stipulation allowing managed-care plans to use personal information without consent if the p
21、urpose was “health-care operations“. That, physicians said, was a loophole (漏洞 ) through which Health Maintenance Organizations and other insurers could pry(窥 探 ) into the doctor-patient relationship, in the name of assessing the quality of care. Meanwhile, the insurers protested that the rules woul
22、d make them vulnerable to lawsuits. They were especially disturbed by a stipulation holding them liable for privacy breaches (违背 ) by “business partners“ such as lawyers and accountants. Both groups agreed that privacy protections would drive Up the cost of health care by at least an addi-tional $ 3
23、. 8 billion, and maybe much, more, over the next five years. They also complained about the increased level of federal scrutiny required by the new rules enforcement rules. One aim of the rules is to reassure patients about confidentiality, thereby encouraging them to be open with their doctors. Tod
24、ay various cancers and other embarrassing diseases can go untreated because patients are afraid of embarrassment or of losing insurance coverage. The fear is real;an official noted that a January poll by Princeton Survey Research Associates found that one in six U.S. adults had at some time done som
25、ething unusual to conceal medical information, such as paying cash for services. 6 What can be inferred from “technology is a two-edged sword“ in Paragraph 1? （ A） Patients can benefit a lot from medical technology. （ B） People are suffering from misuse of medical technology. （ C） We should be aware
26、 of the danger brought by medical technology. （ D） Despite treatment improvement, technology can be harmful. 7 Which of the following is the patients entitled to do in terms of the proposal? （ A） Be honest to their doctors. （ B） Control their medical information. （ C） Determine how to make their med
27、ical, records. （ D） Accuse the insurers of making use of their medical data. 8 How do doctors comment on the proposal? （ A） It may damage doctor-patient relationship. （ B） There is no controversy on this issue. （ C） It is defective and somewhat unreasonable. （ D） Doctors will tend to be involved in
28、more medical cases. 9 What is the purpose of giving the example of January poll by Princeton Survey Research Associates? （ A） Patients commonly pay cash for their medical service. （ B） Patients are reluctant to tell their embarrassing illness to doctors. （ C） The Princeton Survey Research Associates
29、 enjoys the best reputation in conducting polls. （ D） The patients disguising of their medical information widely exists. 10 What does the passage mainly discuss? （ A） The feasibility and irrationality of protecting medical privacy. （ B） The governments appeal to protection of medical information. （
30、 C） Patients should enjoy more rights to their medical records. （ D） Doctors and insurers complaint about the proposal. 10 Sleep is a funny thing. Were taught that we should get seven or eight hours a night, but a lot of us get by just fine on less, and some of us actually sleep too much. A study ou
31、t of the University of Buffalo last month reported that people who routinely sleep more than eight hours a day and are still tired are nearly three times as likely to die of stroke probably as a result of an underlying disorder that keeps them from snoozing (睡 ) soundly. Doctors have their own speci
32、al sleep problems. Residents (住院医生 ) are famously sleep deprived. When I was training to become a neurosurgeon, it was not unusual to work 40 hours in a row without rest Most of us took it in stride, confident we could still deliver the highest quality of medical care. Maybe we shouldnt have been so
33、 sure of ourselves. An article in the Journal of the American Medical Association points out that in the morning after 24 hours of sleeplessness, a persons motor performance is comparable to that of someone who is legally intoxicated. Curiously, surgeons who believe that operating under the influenc
34、e is grounds for dismissal often dont think twice about operating without enough sleep. “ I could tell you horror stories. “ says Jaya Agrawal, president of the American Medical Student Association, which runs a website where residents can post anonymous anecdotes. Some are terrifying. “I was operat
35、ing after being up for over 36 hours, “ one writes. “ I literally fell asleep standing up and nearly face planted into the wound. “ “Practically every surgical resident I know has fallen asleep at the wheel driving home from work “ writes another. “I know of three who have hit parked ears. Another h
36、it a Jersey barrier on the New Jersey Turnpike, going 65 m. p.h. “ “Your own patients have become the enemy, “ writes a third, because they are “the one thing that stands between you and a few hours of sleep. “ Agrawals organization is supporting the Patient and Physician Safety and Protection Act o
37、f 2001 .introduced last November by Representative John Conyers Jr. of Michigan. Its key provisions, modeled on New York States regulations, include an 80-hour workweek and a 24-hour work-shift limit Most doctors, however, resist such interference. Dr. Charles Binkley, a senior surgery resident at t
38、he University of Michigan, a-grees that something needs to be done but believes “doctors should be hound by their conscience, not by the government“. The U. S. controls the hours of pilots and truck drivers. But until such a system is in place for doctors, patients are on their own. If youre worried
39、 about the people treating you or a loved one, you should feel free to ask how many hours of sleep they have had and if more-rested staffers are available. Doctors, for then-part, have to give up their pose of infallibility (不出错 ) and get the rest they need. 11 What can we learn from Paragraph 1? （
40、A） People who sleep less than 8 hours a day are more prone to illness. （ B） Poor sleep quality may be a sign of physical disorder. （ C） Stroke is often associated with sleep. （ D） Too much sleep can be as harmful as lack of sleep. 12 What does the author imply speaking of the sleep problems that doc
41、tors face? （ A） Doctors sleep is deprived by residents. （ B） Sleep-deprived doctors are intoxicated. （ C） Doctors tend to neglect their own sleep problems. （ D） Doctors often need little sleep to keep them energetic. 13 What is the authors purpose of writing Paragraph 3 and 4? （ A） To entertain the
42、audience with some anecdotes. （ B） To discuss the cause of doctors sleep problems. （ C） To show the hostility doctors have against their patients. （ D） To exemplify the danger doctors face caused by lack of sleep. 14 What does Dr. Charles Binkley mean by “doctors should be bound by their conscience,
43、 not by the government“ in Paragraph 5? （ A） Doctors should not abide by governments regulations. （ B） The government is interfering too much. （ C） The regulations about workweek and work shift are too specific. （ D） Law can not force a doctor to sleep while his conscience can. 15 To which of the fo
44、llowing is the author likely to agree? （ A） Pilots and truck drivers work in safer environments than that of doctors. （ B） Patients can choose the sleeping hours of their doctors. （ C） Patients are facing more risks if their doctors are not adequately-rested. （ D） People concerned have the right to
45、remove their doctors from their positions. 15 As long as her parents can remember, 13-year-old Katie Hart has been talking about going to college. Her mother, Tally, a financial-aid officer at an Ohio university, knows all too well the daunting calculus of paying for a college education. Last year t
46、he average yearly tuition at a private, four-year school climbed 5.5 percent to more than $ 17, 000. The Harts have started saving, and figure they can afford a public university without a problem. But what if Katie applies to Princeton (shes threatening), where one years tuition, room and board alm
47、ost $ 34, 000 in 2002 will cost more than some luxury cars? Even a number cruncher like Tally admits its a little scary, especially since shell retire and Katie will go to college at a-round the same time. Paying for college has always been a humbling endeavor. The good news: last year students coll
48、ected $ 74 billion in financial aid, the most ever. Most families pay less than full freight Sixty percent of public-university students and three quarters of those at private colleges receive some form of financial aid mostly, these days, in the form of loans. But those numbers are not as encouragi
49、ng as they appear for lower-income families, because schools are changing their formulas for distributing aid. Eager to boost their magazine rankings, which are based in part on the test scores of entering freshmen, theyre throwing more aid at smarter kids whether they need it or not The best way to prepare is to start saving early. A new law passed last year makes that easier for some families. So-called 529 plans allow parents to sock away funds in federal-tax-free-investment, accounts, as long as the money is used for
