2009年12月大學(xué)英語(yǔ)四級(jí)考試模擬考卷(恩波)

　　Passage 2

　　Questions 62 to 66 are based on the following passage.

　　Going online is a favorite recreation for millions of American children. Almost10 million (14 percent) of America's 69 million children are online. The Internet both entertains and educates children, however, there are some possible negative consequences for children who access kid-based Web sites. Advertising on kid-based Web sites has become both a rapidly growing market for consumer companies and a concern for parents. With a click on an icon, children can link to advertisers and be granted tremendous spending power. Children are an important target group for consumer companies. Children under age 12 spent $14 billion, teenagers another $67 billion, and together they influenced $160 billion of their parents' income.

　　Many critics question the appropriateness of targeting children in Internet advertising and press to require that children be treated as a "special case" by advertisers. Because children lack the analytical abilities and judgment of adults, they may be unable to evaluate the accuracy of information they view, or understand that the information they provide to advertisers is really just data collected by an advertiser. Children generally lack the ability to reject the release of personal Information to an advertiser, an even greater problem for children when they are offered incentives (刺激)for providing personal information, or when personal information is required before they are allowed to register for various services. Children may not realize that in many cases these characters provide hotlinks directly to advertising sites.

　　The Internet does present some challenges for advertisers who want to be ethical in their

　　marketing practices. Many advertisers argue that we underestimate(低估)the levels of media

　　awareness shown by children. By the age of seven or eight most children can recognize an advertisement and know that its purpose is to sell something and are able to make judgments about the products shown in advertisements. However, this somewhat optimistic and decidedly libertarian view of children runs aground when we realize that they are (like a surprising number of adults) unable to judge accurately between entertainment and advertising. Adults can fend for themselves but, as marketers, we should be explicit(明確的) about our purpose when advertising to children on the Internet.

　　62. According to the first paragraph, children as an Internet market .

　　A) are becoming increasingly rational

　　B) are using Internet at an earlier and earlier age

　　C) have created a growing advertising market

　　D) are overtaking the adult market due to their spending power

　　63. Targeting children for advertising is controversial because children .

　　A) are unable to analyze and judge advertisements

　　B) are unable to cooperate since they are too young

　　C) often give off information that may be dangerous to them.

　　D)are not ready to evaluate advertisements or information requests