高中进阶 (2299 期 20151208) 4-5 版 Ad-Blockers: Changing the Web Forever

• Have you ever heard of ad-blockers? Do you use them?

• What do you think of advertising? How would you feel if the webpage you visit is full of advertisements?

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SCAN AND MATCH

Match the paragraphs in Column A with their main Match the paragraphs in Column A with their main ideas in Column B. There is one extra item in ideas in Column B. There is one extra item in Column A.Column A.

1. Paragraph 1

2. Paragraph 2

3. Paragraph 3

4. Paragraph 4

5. Paragraph 5

a. The popularity of mobile ad-blockers

b. The response of Internet publishers against ad-blocking

c. The profit model of Internet publishers

d. The popularity of desktop ad-blockers

But this model is facing a potentially existential threat. It’s never been easier for Internet users to install software that blocks advertisements from appearing on webpages.

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model n. 模式，模型potentially adv. 潜在的

WORD BANK

install v. 安装block v. 阻碍，妨碍

existential adj. 与存在有关的threat n. 威胁

In the days since iOS 9’s release, ad-blockers quickly became the best-selling software in the App Store. Mobile ad-blockers are proving particularly popular because ...

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best-selling adj. 非常畅销的

prove v. 显示是，向别人证明是particularly adv. 尤其，特别

WORD BANK

release n. 发布

appreciate v. 重视，赏识That may help readers appreciate the economics of online content. But still, there’s no guarantee anybody wants to ...

economics adj. 经济因素

WORD BANK

guarantee n. 保证，保障

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1. Many _____________ customers are waiting for a fall in prices before buying. (potentially)2. The company came into _____________ at the end of the 1990s. (existential)3. She has received several _____________ phone calls. (threat)4. The _____________ of a new computer system will take about a week. (install)5. Sleep _____________ can result in frequent illness. (deprive)6. It’s nice to have an _____________ audience. (appreciate)

Fill in the blanks with the proper form of the given Fill in the blanks with the proper form of the given word.word.

potentialpotential

existenceexistence

threateningthreatening

VOCABULARY EXERCISES

installationinstallation

deprivationdeprivationappreciativeappreciative

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Translate the following sentences into English.Translate the following sentences into English.1. 在这家银行新开账户要收费吗？ (charge v.)

2. 我渐渐明白他可能是被误解了。 (might)

3. 那幢高楼使我们家照不到阳光。 (deprive)

VOCABULARY EXERCISES

Does this bank charge a fee for setting Does this bank charge a fee for setting up a new account?up a new account?

It slowly came to me that he might have It slowly came to me that he might have been misunderstood.been misunderstood.

The high-rise building deprived our The high-rise building deprived our house of sunlight. house of sunlight.

1. According to the article, Internet publishers make profits by getting people to ______.

A. refresh the webpage

B. click on the content they produced

C. spend more time reading advertisements

D. make direct donations to them

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√√

Choose the best answer.

COMPREHENSION

2. Why did Internet publishers use to ignore the rise of ad-blocking?

A. Because few people installed ad-blockers.

B. Because they used to have many sources of revenue other than advertising.

C. Because more and more people were doing their browsing not on desktop computers.

D. Because ad-blockers used to be very expensive and most users could not afford them.

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√√

Choose the best answer.

COMPREHENSION

3. How are Internet publishers talking to their users about the ad-blocking trend?

A. By charging them for their online content.

B. By reminding them of the economics of online content.

C. By asking them to spend more time reading advertisements.

D. By teaching them how to appreciate their online content.

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√√

Choose the best answer.

1. Why is display advertising facing a potential existential threat?

Because it has never been easier for Internet users to install ad-blockers, especially that ad-blockers are now allowed on the iPhone.

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Answer the following question.

COMPREHENSION

2. What is the possible reason behind the fact that ad-blockers quickly became the best-selling software in the App Store?

Because ad-blockers can not only allow users to enjoy a cleaner Web browsing experience, but also help them save precious bandwidth.

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Answer the following question:

On some websites, users are being greeted with a message reminding them that it is the revenue from ads that makes the content possible.

☞ ☞ 上面这个从句运用了强调句型，被高亮的上面这个从句运用了强调句型，被高亮的 the revenue the revenue from adsfrom ads 是被强调的部分。是被强调的部分。

英语中的强调句型为英语中的强调句型为 It is+It is+ 被强调部分被强调部分 +that/who(m) +that/who(m) ...... 。被强调部分可以是主语、宾语、表语或状语。。被强调部分可以是主语、宾语、表语或状语。

将强调句和其他句型区分开的关键在于，强调句在将强调句和其他句型区分开的关键在于，强调句在去掉去掉 It isIt is 和和 that/who(m)that/who(m) 的框架后，剩下的部分仍然能构的框架后，剩下的部分仍然能构成一个完整无缺的句子。成一个完整无缺的句子。

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GRAMMAR TIP

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Convert the following sentences. Stress the Convert the following sentences. Stress the underlined part.underlined part.

1. I met her father in the street this morning.

2. Professor Wang helped me yesterday.

3. He was born in that small house.

4. She may leave for Tokyo next week.

It was Professor Wang that/who helped me yesterday.It was Professor Wang that/who helped me yesterday.

It may be next week that she leave for Tokyo.It may be next week that she leave for Tokyo.

It was in that small house that he was born.It was in that small house that he was born.

It was in the street that I met her father this morning.It was in the street that I met her father this morning.

YOUR TURN

How much do you know about the economics of online content? Would you like to pay for the content? Why or why not?

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Question for further discussion:Question for further discussion:

If the online content is of high quality, I would like to pay for the content. Online content is also created by people. Serious Internet publishers may spend as much time and energy as traditional publishers on the content. There is no reason I should get the content for free.

Hints: