经济学人：你的手机如何出卖你的隐私？|双语精读

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2013 Text 2

An old saying has it that half of all advertising budgets are wasted-the trouble is, no one knows which half. In the internet age, at least in theory, this fraction can be much reduced. By watching what people search for, click on and say online, companies can aim “behavioural” ads at those most likely to buy.

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? Or should they have explicit permission?

In December 2010 America's Federal Trade Cornmission (FTC) proposed adding a "do not track "(DNT) option to internet browsers, so that users could tell advertisers that they did not want to be followed. Microsoft's Internet Explorer and Apple's Safari both offer DNT; Google's Chrome is due to do so this year. In February the FTC and Digltal Advertising Alliance (DAA) agreed that the industry would get cracking on responding to DNT requests.

📒语篇分析：首段引入话题：行为广告。 ① 句借由一句老话指出广告费用浪费的问题。 ② 句指出互联网时代，广告浪费减少。this fraction指代前文的which half，实现句间衔接。 ③ 句说明减少广告浪费的具体方法。

• have it (that…) 是一个惯用表达， 表示“称 … 属实，说 … 是真的” (to claim that it is a fact that…) 。比如 ◇ Rumor has it that some of the elderly fall to the ground deliberately in order to get the money. 有流言称，这些老年人是故意倒在地上，从而企图来获得赔偿金额。

• budget ['bʌdʒɪt] 指“预算” (the money that is available to an organization or person, or a plan of how it will be spent) 。 比如 ◇ be on budget 在预算之内 ◇ be over budget 高于预算 ◇ be under budge 低于预算

• budget 还可用作动词，指“把 … 编入预算” (to carefully plan and control how much money you spend and what you will buy with it) 。 比如 ◇ The company has budgeted $10 million for advertising. 公司已经做了 1,000 万美元的广告预算。

• in theory 指“理论上，按理说” (used to say that a particular statement is supposed to be true but may in fact be wrong) 。近义表达还有：

• on paper 表示“按字面上，理论上” (judged from written information only, but not proved in practice)。 比如 ◇ On paper , we should be good friends. 理论上说 我们注定是好闺蜜的。

• in principle 表示“原则上，理论上” (if something is possible in principle, there is no good reason why it should not happen, but it has not actually happened yet) 。

  

• fraction 可指“分数”，也可表示“少量，小份，一点儿” (a small part or amount of sth) 比如 ◇ I opened my eyes just a fraction . 我微微睁开了眼睛。

  

• aim sth at sb 指“针对；对象是” (to say or do sth that is intended to influence or affect a particular person or group) 。比如 ◇ They could not aim the advertisements at young people. 他们不能把广告对准年轻人。

• behavioural [bi'heivjərəl] 义为“行为的，行为研究的” (relating to behaviour) 。 比如《经济学人》一篇关于医疗科技的文章有这样一句话： Future AIs could, for instance, provide automated medical diagnosis from a description of your symptoms, spot behavioural traits that suggest you are depressed or identify if you are at special risk of cardiac disease. 比如，未来的人工智能可以根据你的症状描述自动提供诊断，还可以识别表明你处于抑郁的行为特征，或是确定你是否格外有可能罹患心脏疾病。

  
  

📒 语篇分析： 第二段指出过去行为广告带来争议。 ① 句直指争议的问题：用户是否愿意被追踪并接受行为广告。 ② 句进一步解释说明，指出广告商是否应先得到用户许可。连词or实现句间衔接。

• quarrel [ˈkwɒrəl] 作名词表示“口角，争吵，拌嘴” (an angry argument or disagreement between people, often about a personal matter) 比如 ◇ I had a terrible quarrel with my other brothers. 我跟其他几个兄弟大吵了一架。再比如《经济学人》一篇关于南海的文章有这样一句话： China's quarrel with Vietnam, which had been dormant in recent months, flared up dangerously this week. 中国与越南的纠纷缓和数月后，本周再度剑拔弩张。

• quarrel 也可作动词，表示“吵架” (to have an angry argument or disagreement) 。近义表达还有 squabble, bicker, dispute, wrangle ，这些都是外刊高频词，词汇基础比较好的同学可以打包一起记忆。

  

• illustrate ['ɪləstreɪt] 义为“表明，说明，证明” (to be an example which shows that something is true or that a fact exists) 。近义表达还有 demonstrate, elucidate 。比如考研英语一 2017 年排序题中的一句话： With characteristic confidence, Dickens successfully insisted that Seymour's pictures illustrate his own story instead.

• illustrate 也可表示“给书加插图” (If you illustrate a book, you put pictures, photographs or diagrams into it) 。比如 ◇ He has illustrated the book with black-and-white photographs. 他为那本书配了一些黑白照片插图。名词形式为 illustration 。

• -grained 指“由特定大小或类型组成的” (consisting of pieces of a specific size or type) ， fine 作形容词可表示“纤细的，很细的” (very thin or narrow) 。 fine-grained 本义便是“有细密纹理的” (dense or compact in structure or texture, as a wood composed of small-diameter cells) ，引申为“精细的”。 fine-grained information 指“精准信息”。

• assume 指“假定，认为” (to think or accept that sth is true but without having proof of it) ，名词形式为 assumption 。

• assume 还可表示“承担，接受，接管” (If someone assumes power or responsibility, they take power or responsibility) ，比如 ◇ Jim Paton will assume the role of managing director. 吉姆 · 帕顿将出任常务董事一职。

  

• explicit [ɪkˈsplɪsɪt] 义为“明确的，详细的” (clear and easy to understand) ，相当于 clear ，反义词为 implicit ，指“含蓄的”，比如《纽约时报》一篇关于工作的文章有这样一句话： Because I’ve internalized the idea that I should be working all the time. Why have I internalized that idea? Because everything and everyone in my life has reinforced it — explicitly and implicitly — since I was young. 因为我已经内化了一种想法 —— 我时时刻刻都应该在工作。我为什么会内化了这种想法呢？因为我从小到大遇到的所有人所有事都在明着暗着强调这一点。

  

• permission 作不可数名词，指“准许，许可，批准” (the act of allowing sb to do sth, especially when this is done by sb in a position of authority) 。动词形式为 permit 。

📒 语篇分析：第三段阐述问题的解决方案。 ① 句指出解决方案：DNT。 ② 句以微软、苹果为例说明公司应用DNT的情况。 ③ 句指出行业对DNT的积极回应。

• propose [prə'pəʊz] 义为“提出，提议，建议” (to suggest a plan, an idea, etc. for people to think about and decide on) 。 比如《纽约时报》一篇关于新冠肺炎的文章有这样一句话： Already, some doctors in Wuhan hospitals were worried enough to warn friends and propose special wards for patients showing symptoms of infection. 武汉医院的一些医生已经非常担忧，他们向朋友发出警告，并建议为出现感染症状的病人设立专门的病房。

• DNT 全称是 Do Not Track ，指“请勿追踪”。 当用户提出启用“请勿追踪”功能后，具有“请勿追踪”功能的浏览器会在 http 数据传输中添加一个“头信息”（ headers ），这个头信息向商业网站的服务器表明用户不希望被追踪。 这样，遵守该规则的网站就不会追踪用户的个人信息来用于更精准的在线广告。

• option 义为“选择；可选择的事物” (a choice you can make in a particular situation) 。比如《纽约时报》一篇关于新冠肺炎的文章有这样一句话： Be ijing’s options are risky. New data on Thursday showed the number of newly confirmed infections had plunged sharply. 北京如何选择都有风险。周四的新数据显示，新确诊的感染人数大幅下降。

• 《经济学人》中常出现 sth is an option 这样的句型，指“ ... 是一种选择”或“人们可以选择 ... ”，比如《经济学人》一篇关于终身学习的文章提到 : Taking time out later in life to pursue a formal qualification is an option . 在年纪较大的时候抽出时间获得一个正规的资质是一种选择。而反义表达 sth is not an option ，表示“某事不是一种选择，绝不会考虑做某事”。

• 动词 opt 指“选择；挑选”，常用搭配有 opt to do/for sth 选择做某事，可以替换我们熟悉的 choose to do sth 。比如《经济学人》一篇关于云计算的文章有这样一句话： ◇ Many subsidiaries of Chinese firms in other countries are likely to