2013 英语一 Text 2｜“请勿追踪”：微软为何单干？
主旨
俗话说广告费有一半浪费了，却不知是哪一半；互联网时代，企业可以追踪用户的搜索、点击和言论，投放”行为广告” → 争议：广告商能否默认用户乐意被追踪，还是必须获得明确许可？→ 美国联邦贸易委员会提议浏览器增加”请勿追踪”选项，业界同意着手回应 → 微软宣布新版 IE 默认开启该功能，引发争议 → 广告商震惊：多数人不会改默认设置，业内称用户看到的广告不会变少，只会更不相关 → 信号并不强制停止追踪，有些公司可能照追不误 → 微软自己也有广告业务，为何单干令人费解；它说”消费者应有更多控制权”，真有这么简单吗？
原文：2013 Text 2 · 话题：互联网 / 隐私 · 答案：26 D｜27 D｜28 C｜29 B｜30 D
一、核心词
| 词 | 本文义 | 原文搭配 | 拆解 / 记忆 |
|---|---|---|---|
| budget n. | 预算 | An old saying has it that half of all advertising budgets are wasted | |
| fraction n. | 部分 | this fraction can be much reduced | fract 断 → 碎片 |
| behavioural adj. | 基于行为的 | companies can aim “behavioural” ads at those most likely to buy | behaviour |
| quarrel n. | 争论 | a quarrel has illustrated the value to advertisers of such fine-grained information | |
| illustrate v. | 说明 | a quarrel has illustrated the value to advertisers of such fine-grained information | il- + lustr 光亮 → 照亮 |
| fine-grained adj. | 精细的 | a quarrel has illustrated the value to advertisers of such fine-grained information | grain 颗粒 → 颗粒细 |
| track v. | 追踪 | people are happy to be tracked | |
| explicit adj. | 明确的 | Or should they have explicit permission? | ex- + plic 折 → 摊开 |
| permission n. | 许可 | Or should they have explicit permission? | permit |
| browser n. | 浏览器 | internet browsers | browse 浏览 |
| alliance n. | 联盟 | the Digital Advertising Alliance | ally 结盟 |
| default n. | 默认设置 | would have DNT as a default | |
| horrified adj. | 震惊的，惊恐的 | Advertisers are horrified. | horror 恐怖 |
| setting n. | 设置 | most people stick with default settings | set |
| preference n. | 偏好 | collect information about their preferences | prefer |
| targeted adj. | 有针对性的 | less meaningful, less targeted ads | target 目标 |
| oblige v. | 强制 | does not oblige anyone to stop tracking | |
| object v. | 反对 | whether someone really objects to behavioural ads | ob- + ject 扔 |
| comply v. | 遵守 | which it says will comply with DNT requests | |
| guarantee n. | 保证 | there is no guarantee that DNT by default will become the norm | |
| norm n. | 常态 | there is no guarantee that DNT by default will become the norm | |
| favourably adv. | 有利地 | compared some of its other products favourably with Google’s on that count before | favour |
| privacy n. | 隐私 | Microsoft’s chief privacy officer | private |
二、搭配与写作迁移
| 原文表达 | 含义 | 写作迁移 |
|---|---|---|
| An old saying has it that … | 俗话说…… | An old saying has it that time is money. |
| the trouble is, … | 麻烦在于…… | |
| at least in theory | 至少理论上 | |
| search for / click on | 搜索 / 点击 | |
| aim A at B | 把 A 瞄准 B | aim ads at young consumers |
| illustrate the value of | 说明……的价值 | |
| be happy to be tracked | 乐意被追踪 | |
| propose doing | 提议做 | |
| be due to do | 预定做 | |
| get cracking on | 立刻着手 | 口语表达 |
| respond to requests | 回应请求 | |
| set off the row | 引发争论 | set off a heated debate |
| Human nature being what it is, | 人性就是如此 | Human nature being what it is, few people like change. |
| stick with | 坚持，沿用 | stick with old habits |
| be worse off | 境况更糟 | ↔ be better off |
| collect information about | 收集……的信息 | |
| oblige sb to do | 迫使某人做 | |
| object to | 反对 | |
| press on | 执意继续 | |
| go it alone | 单干 | |
| comply with | 遵守 | comply with the rules |
| work out | 想出办法 | |
| rely almost wholly on | 几乎完全依赖 | |
| there is no guarantee that | 不能保证…… | There is no guarantee that hard work leads to wealth. |
| become the norm | 成为常态 | Remote work has become the norm. |
| a selling point | 卖点 | |
| compare A favourably with B | 认为 A 比 B 好 |
三、熟词僻义
- aim v. 定向投放（≠目标 n.）：companies can aim “behavioural” ads at those most likely to buy
- get cracking 赶紧着手（≠破裂）：get cracking on responding to DNT requests
- row n. 争吵（≠行、排）：Microsoft set off the row
- default n. 默认设置（≠违约）：would have DNT as a default
- press on 执意继续（≠按压）：some may ignore a DNT signal and press on anyway
- count n. 方面（on that count，≠计数）：compared some of its other products favourably with Google’s on that count before
四、题目与选项词
| 词 / 搭配 | 义 | 出处 | 拆解 / 记忆 |
|---|---|---|---|
| ease competition | 缓和竞争 | Q26 [B] | |
| operational adj. | 运营的 | Q26 [D] | operate |
| analyst n. | 分析师 | Q27 [B] | |
| conductor n. | 经营者 | Q27 [C] | 熟词僻义：≠指挥 |
| junk adj. | 垃圾的 | Q28 [A] junk ads | |
| implement v. | 执行 | Q29 [A] | |
| serve its intended purpose | 达到预期目的 | Q29 [B] | |
| be obliged to do | 被迫做 | Q29 [D] | |
| indulgence n. | 纵容 | Q30 [A] | indulge |
| appreciation n. | 赞赏 | Q30 [C] | |
| skepticism n. | 怀疑 | Q30 [D] |
五、同义替换：原文 → 正确项
| 题 | 原文 | 正确项 |
|---|---|---|
| 26 D | half of all advertising budgets are wasted / this fraction can be much reduced | lower their operational costs |
| 27 D | the FTC and the Digital Advertising Alliance (DAA) agreed that the industry would get cracking on responding to DNT requests | online advertisers |
| 28 C | consumers will be worse off if the industry cannot collect information about their preferences | will not benefit consumers |
| 29 B | does not oblige anyone to stop tracking / some may ignore a DNT signal and press on anyway | DNT may not serve its intended purpose |
| 30 D | Could it really be that simple? | skepticism |
六、长难句
① 定语后置分隔 + 冒号引出问题（开篇争议）
In 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 behavioural ads?
- 主干：a quarrel has illustrated the value
- the value to advertisers of such information：to advertisers 插入，of 短语修饰 value，“这类信息对广告商的价值”
- 冒号后：争议的具体问题；be tracked and (be) sent behavioural ads 两个被动并列
- 译：过去几周的一场争论说明了这种精细信息对广告商的价值：广告商能否默认人们乐意被追踪、乐意收到行为广告？
② 形容词短语作状语 + 两个 whether 从句（Q29 出处）
Unable to tell whether someone really objects to behavioural ads or whether they are sticking with Microsoft’s default, some may ignore a DNT signal and press on anyway.
- 主干：some may ignore a DNT signal and press on anyway
- Unable to tell …：形容词短语作原因状语，= Because they are unable to tell …
- whether … or whether …：两个宾语从句作 tell 的宾语
- 译：由于无法判断用户是真的反对行为广告，还是只是沿用了微软的默认设置，有些广告商可能会无视”请勿追踪”信号，继续追踪。
③ if 条件句 + 非限制性定语从句 + 冒号解释（作者质疑）
If it is trying to upset Google, which relies almost wholly on advertising, it has chosen an indirect method: there is no guarantee that DNT by default will become the norm.
- 主干：it has chosen an indirect method
- If it is trying to upset Google：条件状语；which … 修饰 Google
- 冒号后：解释为什么”间接”；that 从句是 guarantee 的同位语从句
- 译：如果微软想打击几乎完全靠广告为生的谷歌，那它选的方法也太迂回了：谁也不能保证默认开启”请勿追踪”会成为常态。
七、句型
- An old saying has it that … – the trouble is, …（俗语开篇） 原句：An old saying has it that half of all advertising budgets are wasted – the trouble is, no one knows which half. 套用：An old saying has it that you get what you pay for – the trouble is, price does not always reflect quality.
- In the internet age, at least in theory, …（时代背景 + 限定） 原句：In the internet age, at least in theory, this fraction can be much reduced. 套用：In the internet age, at least in theory, knowledge is available to everyone.
- Human nature being what it is, most people …（独立主格，谈人性） 原句：Human nature being what it is, most people stick with default settings. 套用：Human nature being what it is, most people choose the easy way.
- It is not yet clear how …（指出不确定性） 原句：It is not yet clear how advertisers will respond. 套用：It is not yet clear how the new rule will be enforced.
- Also unclear is why …（表语前置倒装） 原句：Also unclear is why Microsoft has gone it alone. 套用：Also unclear is why the plan was dropped so suddenly.
- Could it really be that simple?（反问收尾） 原句：Could it really be that simple? 套用：The company says it only wants to help. Could it really be that simple?