2011年考研英語（一）閱讀理解全文翻譯及完全解析

2011年考研英語（一）閱讀理解全文翻譯及完全解析
Section I Use of English
Directions:
Read the following text. Choose the best word(s) for each numbered blank and mark [A], [B], [C] or [D] on ANSWER SHEET 1. (10 points)
Ancient Greek philosopher Aristotle viewed laughter as “a bodily exercise precious to health.” But 1 some claims to the contrary, laughing probably has little influence on physical fitness Laughter does 2 short-term changes in the function of the heart and its blood vessels, 3 heart rate and oxygen consumption But because hard laughter is difficult to
4 , a good laugh is unlikely to have 5 benefits the way, say, walking or jogging does.
6 , instead of straining muscles to build them, as exercise does, laughter apparently accomplishes the 7 , studies dating back to the 1930’s indicate that laughter 8 muscles, decreasing muscle tone for up to 45 minutes after the laugh dies down.
Such bodily reaction might conceivably help 9 the effects of psychological stress. Anyway, the act of laughing probably does produce other types of 10 feedback, that improve an individual’s emotional state. 11 one classical theory of emotion, our feelings are partially rooted 12 physical reactions. It was argued at the end of the 19th century that humans do not cry 13 they are sad but they become sad when the tears begin to flow.
Although sadness also 14 tears, evidence suggests that emotions can flow 15 muscular responses. In an experiment published in 1988,social psychologist Fritz Strack of the University of würzburg in Germany asked volunteers to 16 a pen either with their teeth-thereby creating an artificial smile – or with their lips, which would produce a(n) 17 expression. Those forced to exercise their enthusiastically to funny catoons than did those whose months were contracted in a frown, 19 that expressions may influence emotions rather than just the other way around 20 , the physical act of laughter could improve mood.
篇章分析：
題目的文章來自于 2009年4月刊Scientific American的How Humor Makes You Friendlier, by Sexier Steve Ayan, ：幽默如何使你更加有人緣且性感
1.[A]among [B]except [C]despite [D]like C
2.[A]reflect [B]demand [C]indicate [D]produce D
3.[A]stabilizing [B]boosting [C]impairing [D]determining B
4.[A]transmit [B]sustain [C]evaluate [D]observe B
5.[A]measurable [B]manageable [C]affordable [D]renewable A
6.[A]In turn [B]In fact [C]In addition [D]In brief B
7.[A]opposite [B]impossible [C]average [D]expected A
8.[A]hardens [B]weakens [C]tightens [D]relaxes D
9.[A]aggravate [B]generate [C]moderate [D]enhance C
10.[A]physical [B]mental [C]subconscious [D]internal A
11.[A]Except for [B]According to [C]Due to [D]As for B
12.[A]with [B]on [C]in [D]at C
13.[A]unless [B]until [C]if [D]because D
14.[A]exhausts [B]follows [C]precedes [D]suppresses C
15.[A]into [B]from [C]towards [D]beyond B
16.[A]fetch [B]bite [C]pick [D]hold D
17.[A]disappointed [B]excited [C]joyful [D]indifferent A
18.[A]adapted [B]catered [C]turned [D]reacted D
19.[A]suggesting [B]requiring [C]mentioning [D]supposing A
20.[A]Eventually [B]Consequently [C]Similarly [D]Conversely C
Section II Reading Comprehension
Part A
Directions:
Read the following four texts. Answer the questions below each text by choosing [A], [B], [C] or [D]. Mark your answers on ANSWER SHEET 1. (40 points)
Text 1
The decision of the New York Philharmonic to hire Alan Gilbert as its next music director has been the talk of the classical-music world ever since the sudden announcement of his appointment in 2009. For the most part, the response has been favorable, to say the least. “Hooray! At last!” wrote Anthony Tommasini, a sober-sided classical-music critic.
紐約愛樂樂團決定聘請Alan Gilbert作為下一任的音樂總監(jiān)，這從2009年任命被宣布之日起就在古典音樂界引起了熱議。別的不說，大部分人的反應(yīng)是積極的。“好啊，終于好 了!” Anthony Tommasini寫道，他可是一個以嚴(yán)肅著稱的古典音樂評論家。
One of the reasons why the appointment came as such a surprise, however, is that Gilbert is comparatively little known. Even Tommasini, who had advocated Gilbert’s appointment in the Times, calls him “an unpretentious musician with no air of the formidable conductor about him.” As a description of the next music director of an orchestra that has hitherto been led by musicians like Gustav Mahler and Pierre Boulez, that seems likely to have struck at least some Times readers as faint praise.
但是，這個任命之所以一起人們驚訝的原因卻是Gilbert相對而言并不是很有名。甚至在時代雜志上發(fā)文支持Gilbert任命的 Tommasini都稱其為：低調(diào)的音樂家，在他身上找不到那種飛揚跋扈的指揮家的氣質(zhì)。紐約愛樂樂團迄今為止都是由像Gustav Mahler(古斯塔夫•馬勒)和Pierre Boulez布列茲那樣的音樂家領(lǐng)導(dǎo)的。這樣去描述這個樂團的下一位指揮，至少對于時代的讀者而言，這是一種蒼白的表揚。
For my part, I have no idea whether Gilbert is a great conductor or even a good one. To be sure, he performs an impressive variety of interesting compositions, but it is not necessary for me to visit Avery Fisher Hall, or anywhere else, to hear interesting orchestral music. All I have to do is to go to my CD shelf, or boot up my computer and download still more recorded music from iTunes.
就我看來，我不知道Gilbert是否是一個偉大的指揮家或者是一個好的指揮。但是我能確定的是，他能表現(xiàn)出很多有趣的樂章，但是我卻應(yīng)該不會 去Avery Fisher Hall或者其他地方去聽一場有趣的交響樂演出。我要做的事情就是去我的CD架上，或者打開的我的電腦從ITUNES上下載更多的唱片。
Devoted concertgoers who reply that recordings are no substitute for live performance are missing the point. For the time, attention, and money of the art-loving public, classical instrumentalists must compete not only with opera houses, dance troupes, theater companies, and museums, but also with the recorded performances of the great classical musicians of the 20th century. There recordings are cheap, available everywhere, and very often much higher in artistic quality than today’s live performances; moreover, they can be “consumed” at a time and place of the listener’s choosing. The widespread availability of such recordings has thus brought about a crisis in the institution of the traditional classical concert.
那些忠實的音樂會觀眾會講唱片并不能代替現(xiàn)場的演出，但是他們忽略了一些事情。當(dāng)下為了獲得藝術(shù)愛好者的錢，時間，關(guān)注度，古典音樂的演奏家們 (其實就是指交響樂團，同意復(fù)述)不僅要和劇院，舞蹈隊，演出公司和博物館競爭，而且還需要和那些記錄了20世紀(jì)的偉大的古典音樂演奏者表演的唱片競爭。 唱片很便宜，那里都能買到，并且比現(xiàn)在很多現(xiàn)場音樂會的藝術(shù)質(zhì)量要高。進一步的講，聽眾能選擇聽唱片的時間和地點。這些到處可以獲得的唱片給傳統(tǒng)的演出機 構(gòu)帶來了危機。
One possible response is for classical performers to program attractive new music that is not yet available on record. Gilbert’s own interest in new music has been widely noted: Alex Ross, a classical-music critic, has described him as a man who is capable of turning the Philharmonic into “a markedly different, more vibrant organization.” But what will be the nature of that difference? Merely expanding the orchestra’s repertoire will not be enough. If Gilbert and the Philharmonic are to succeed, they must first change the relationship between America’s oldest orchestra and the new audience it hops to attract.
對于古典音樂演奏者而言，他們可能的一個回應(yīng)就是排練出唱片上沒有的曲目。Gilbert對新音樂興趣已經(jīng)被廣泛的關(guān)注了：Alex Ross，一名古典音樂的批評家，就這樣描述道：他能夠把愛樂樂團變成一個完全不同，更加有活力的組織。但是那種不同的性質(zhì)也是什么呢?可能僅僅增加樂團 演出的曲目是不夠的，如果Gilbert和他的樂團要進步的話，他們就必須首先改變美國最古老的樂團(就是紐約愛樂樂團)同他們想吸引的新觀眾間的關(guān)系。
語篇分析：
這篇文章來自Commentary 2007年9月刊的一篇文章Selling Classical Music by TERRY TEACHOUT.這個雜志可以說知名度并不高，這可以看出命題人的出題指向性，反反命題的傾向很嚴(yán)重。以前的經(jīng)濟學(xué)人，今年只有在B節(jié)入選。
如何凱文老師一直強調(diào)的這篇文章的體裁就是議論文。第一二段都是一個引入。3段提出了作者的觀點。4段和5段是對于3段觀點進一步的遞進和展開。而在第一個第二段中是不同的人對于新任指揮的看法。所以閱讀考研文章沒有什么復(fù)雜的就是關(guān)注觀點!分清論點和論據(jù)!
21. We learn from Para.1 that Gilbert’s appointment has .
[A]incurred criticism. [B]raised suspicion.
[C]received acclaim. [D]aroused curiosity.
解析：這個題目相對簡單，各家也沒有什么爭議，只需要讀懂:For the most part, the response has been favorable, to say the least.就可以了，其實考生只需要讀懂：For the most part, the response has been favorable.這就是核心。acclaim.就是表示 favorable。當(dāng)然，后面那個人說的話一定是為了說明這個結(jié)論的讀不讀都無妨了。
22. Tommasini regards Gilbert as an artist who is
[A]influential. [B]modest.
[C]respectable. [D]talented.
解析：這個題目關(guān)鍵就是要學(xué)會對論點和論據(jù)的敏感：Tommasini是個具體的人提他是有目的的。問他的看法，你可以直接看這樣一句：“an unpretentious musician with no air of the formidable conductor about him.”但是這樣的句子中的：unpretentious和formidable能有幾個同學(xué)認(rèn)識? 那么就看看這個句子在段落中的地位吧：論據(jù)，且和第一句是一個遞進的關(guān)系，他是進一步說明第一句的：One of the reasons why the appointment came as such a surprise, however, is that Gilbert is comparatively little known.這個句子該懂了吧。這個人相對來講名氣不大。A,C,D 都無從談起了。只有modest和這個名氣大不大能相關(guān)。這樣的論據(jù)和論點的分析以及段落的語篇分析方法就是凱文老師的學(xué)生能獨步于考研界的最大法寶。
23. The author believes that the devoted concertgoers
[A]ignore the expenses of live performances.
[B]reject most kinds of recorded performances.
[C]exaggerate the variety of live performances.
[D]overestimate the value of live performances.
解析：作者的觀點：The author believes，這個是在關(guān)注定位詞devoted concertgoers后的另外一個關(guān)鍵點;作者認(rèn)為concertgoers miss the point;但具體是什么，需要看選項了。A ,忽略了現(xiàn)場演奏的費用，B,拒絕大多數(shù)的唱片演奏。這兩個是沒有根據(jù)的屬于未提及選項。C有一定的干擾性：the variety of live performances，二段中是有variety 這個單詞的，并且在段落中出現(xiàn)了好多并列的成分，這樣對于很多沒有讀懂原文的同學(xué)其實是會產(chǎn)生視覺干擾的。但是聽kevin老師的話的同學(xué)，會做一個主干 的分析發(fā)現(xiàn)the value of live performances這個賓語和動詞是沒有原文依據(jù)的。最后一個選項之所以正確是由于：作者在一直說唱片的好，而前面又說concertgoers認(rèn) 為現(xiàn)場演奏不會被唱片代替。這樣就是論點上的正話反說了。答案就應(yīng)該是最后一個了。高估了現(xiàn)場表演的價值。這就是對于觀點的把握，多么重要啊!!!
24. According to the text, which of the following is true of recordings?
[A]They are often inferior to live concerts in quality.
[B]They are easily accessible to the general public.
[C]They help improve the quality of music.
[D]They have only covered masterpieces.
解析：抓住關(guān)鍵詞：recordings根據(jù)行文順序與題目基本一致的原則，停在倒數(shù)第二段：There recordings are cheap, available everywhere, and very often much higher in artistic quality than today’s live performances; moreover, they can be “consumed” at a time and place of the listener’s choosing. The widespread availability of such recordings has thus brought about a crisis in the institution of the traditional classical concert.一連串的描述就是B.干擾項是C : They help improve the quality of music.聽Kevin的分析主謂賓，回文章中定位你會發(fā)現(xiàn)，文章中說的是唱片中的表演的質(zhì)量要比現(xiàn)在的好，但是并沒有說：help improve the quality of music.分析選項主謂賓，和原文一一對應(yīng)就一定能消除這樣的視覺干擾。[A]They are often inferior to live concerts in quality.和原文表訴相反。[D]They have only covered masterpieces.原文沒有提及。讀者不要自作聰明的覺得，嗯，老師講過的出現(xiàn)過often 和only的選項太絕對了，不能選。這樣的排除是有風(fēng)險的也是，Kevin老師一直都不會這樣講的。教育部命題中心可不可以那天就用一個only 做正確選項。當(dāng)然可以了!所以從小啊打好基礎(chǔ)!
25. Regarding Gilbert’s role in revitalizing the Philharmonic, the author feels
[A]doubtful. [B]enthusiastic.
[C]confident. [D]puzzled.
解析：問作者的態(tài)度，主體是作者，對象是Gilbert’s role in revitalizing the Philharmonic從具體表述出發(fā)尋找相應(yīng)的態(tài)度表達詞：But what will be the nature of that difference? Merely expanding the orchestra’s repertoire will not be enough.一個but ,一個?，一個not就把這種不確定性給出來了。于是這就是選A doubtful.記得技巧派曾經(jīng)有這樣的總結(jié)：puzzled 和doubtful 都是所謂的永陪詞匯，這樣的技巧還是不要的好啊。
Text 2
When Liam McGee departed as president of Bank of America in August, his explanation was surprisingly straight up. Rather than cloaking his exit in the usual vague excuses, he came right out and said he was leaving “to pursue my goal of running a company.” Broadcasting his ambition was “very much my decision,” McGee says. Within two weeks, he was talking for the first time with the board of Hartford Financial Services Group, which named him CEO and chairman on September 29.
當(dāng)八月份，Liam McGee以總裁的身份從美國銀行離職的時候，他的解釋出人意料的直白。他沒有忸怩的用平常的模糊的理由來遮掩他的離開，他很坦誠的講他離開就是為了去追 求他經(jīng)營一家公司的目標(biāo)。McGee說宣揚自己的目標(biāo)就是自己的決定。兩周后，他第一次和Hartford Financial Services Group的董事會第一次會談，這家公司在9月29日提名他為董事會主席和CEO.
McGee says leaving without a position lined up gave him time to reflect on what kind of company he wanted to run. It also sent a clear message to the outside world about his aspirations. And McGee isn’t alone. In recent weeks the No.2 executives at Avon and American Express quit with the explanation that they were looking for a CEO post. As boards scrutinize succession plans in response to shareholder pressure, executives who don’t get the nod also may wish to move on. A turbulent business environment also has senior managers cautious of letting vague pronouncements cloud their reputations.
他說在離開的時候并沒有找好后面的職位(下家)，使他有時間去反思他到底想去經(jīng)營一家什么樣的公司。這同時也就他的激情和決心，給了外界一個清 晰的信號。這樣做的并不只是McGee一個人。最近幾周，Avon and American Express的一些高級經(jīng)理離職并解釋說想需找一個ceo的職位。當(dāng)董事會迫于股東的壓力對一系列的計劃進行審查的時候，那些計劃被否定掉的經(jīng)理們也會 想離開。激烈的商業(yè)環(huán)境同樣使得高級經(jīng)理很小心，模糊的表態(tài)可能會破壞他們的聲譽。
As the first signs of recovery begin to take hold, deputy chiefs may be more willing to make the jump without a net. In the third quarter, CEO turnover was down 23% from a year ago as nervous boards stuck with the leaders they had, according to Liberum Research. As the economy picks up, opportunities will abound for aspiring leaders.
當(dāng)經(jīng)濟復(fù)蘇的標(biāo)志開始確定的時候，二把手們可能更愿意在沒有網(wǎng)(新的工作)情況下?lián)Q工作。第三季度，根據(jù)Liberum的調(diào)查，CEO的更迭和 一年前相比減少了23%，這是由于緊張的董事會緊盯著他們的ceo們。隨著經(jīng)濟的復(fù)蘇和好轉(zhuǎn)，對有理想的頭兒們，機會是很多的。
The decision to quit a senior position to look for a better one is unconventional. For years executives and headhunters have adhered to the rule that the most attractive CEO candidates are the ones who must be poached. Says Korn Ferry， senior partner Dennis Carey :“I can’t think of a single search I’ve done where a board has not instructed me to look at sitting CEOs first.”
離開高管的職位去尋找一個更好的職位，并不是傳統(tǒng)的做法。多年以來，經(jīng)理們和獵頭們都認(rèn)同這樣一個原則：最有吸引力的CEO的競爭是那些需要去 挖來的人。Korn Ferry， senior partner Dennis Carey說道：我所做的每一次的招聘中，董事會都要求我從那些在任的CEO中尋找人選。
Those who jumped without a job haven’t always landed in top positions quickly. Ellen Marram quit as chief of Tropicana when the business became part of PepsiCo (PEP) a decade ago, saying she wanted to be a CEO. It was a year before she became head of a tiny Internet-based commodities exchange. Robert Willumstad left Citigroup in 2005 with ambitions to be a CEO. He finally took that post at a major financial institution three years later.
那些沒有找到工作就離開的人并不是很快就能找到頂級的職位。10年前，Tropicana被PepsiCo (PEP)收購了，她以經(jīng)理的身份離職了，她說他想當(dāng)ceo.但是花了一年的時間她才成為一家小型互聯(lián)網(wǎng)交換公司的頭。2005年Robert Willumstad帶著想成為CEO的夢想離開了Citigroup.可是三年后他才成為了一家主要的金融機構(gòu)的CEO.
Many recruiters say the old disgrace is fading for top performers. The financial crisis has made it more acceptable to be between jobs or to leave a bad one. “The traditional rule was it’s safer to stay where you are, but that’s been fundamentally inverted,” says one headhunter. “The people who’ve been hurt the worst are those who’ve stayed too long.”
很多招聘的人都說對于高管而言，過去認(rèn)為的丟臉的感覺(沒有工作)已經(jīng)慢慢消失了。金融危機已經(jīng)使得跳槽，離開一個不好的工作變得更加可以接受 了。一個獵頭就說到: “傳統(tǒng)的規(guī)則是待在你原來的地方會更加安全，但是現(xiàn)在已經(jīng)徹底改變了. 那些受傷最厲害的就是那里在一個地方待太久的人。”
語篇分析：
這篇文章來自：Business Week 商業(yè)周刊 2009年11月5日，Top Managers Are Quitting, Without a New Job by Jena McGregor：頂級經(jīng)理人在離職，新工作還沒著落。
文章從Liam McGee的跳槽為引子開始，引出第二段中跳槽的人很多。第三段進一步的講金融危機會引起更多的人跳槽。四段和五段回顧過去。六段回到現(xiàn)在。借別人的嘴強化觀點：就是該跳，并且要“裸跳”，在沒有找到下家就跳。“裸跳”不丟人。
26. When McGee announced his departure, his manner can best be described as being
[A]arrogant. [B]frank.
[C]self-centered. [D]impulsive.
解析：根據(jù)題干中的McGee announced his departure定位到這兩句：When Liam McGee departed as president of Bank of America in August, his explanation was surprisingly straight up. Rather than cloaking his exit in the usual vague excuses, he came right out and said he was leaving “to pursue my goal of running a company.” straight up.是第一個線索，Rather than vague excuses答案直接可以鎖定：B. frank.就怕你們不認(rèn)識單詞啊，所以12年同學(xué)加油背單詞!記住單詞記憶只有一個方法，重復(fù)!
27. According to Paragraph 2, senior executives’ quitting may be spurred by
[A]their expectation of better financial status.
[B]their need to reflect on their private life.
[C]their strained relations with the boards.
[D]their pursuit of new career goals.
解析：題干的關(guān)注點在于spur 這是在課堂中講過的隱含因果的表達。結(jié)果是：senior executives’ quitting，尋找原因：文章中很明確的with the explanation that they were looking for a CEO post.這個題目中體現(xiàn)出來的還是Kevin老師在課上一直強調(diào)的：文章表達的多樣性在理解中的重要性：senior executives’ quitting= the No.2 executives at Avon and American Express ;上下義詞的替換;new career goals= CEO post;也是上下義詞的替換。有干擾性的就是C了后文確實說道了和board 之間的關(guān)系，但是是講在計劃不被批準(zhǔn)的時候，并不是和董事會關(guān)系緊張。并且董事會的審查是在股東的壓力下才執(zhí)行的。沒有理由支持這一選項。
28. The word “poached” (Line 3, Paragraph 4) most probably means
[A]approved of. [B]attended to.
[C]hunted for [D]guarded against.
解析：理解這句話：I can’t think of a single search I’ve done where a board has not instructed me to look at sitting CEOs first.我用的反譯法：我所做的每一次的招聘中，董事會都要求我從那些在任的CEO中尋找人選。這說明那些人都是要去挖的，那么對應(yīng)的單詞就是 hunt for 了。在模擬題中我給過解釋的。
29. It can be inferred from the last paragraph that
[A]top performers used to cling to their posts.
[B]loyalty of top performers is getting out-dated.
[C]top performers care more about reputations.
[D]it’s safer to stick to the traditional rules.
解析：這個題是個推理題，段落推理題。幾個選項都得看：第二個選項在對應(yīng)第一個觀點：Many recruiters say the old disgrace is fading for top performers.但是對應(yīng)錯了： disgrace不等于loyalty。一個是丟人，一個是忠誠。第三個選項中的比較是文中沒有提到的。top performers care reputations這樣是可以的，但是沒有說過是more.第四個選項：和原文表述反了：The traditional rule was it’s safer to stay where you are, but that’s been fundamentally inverted.原文中說：The financial crisis has made it more acceptable to be between jobs or to leave a bad one.正話反說：top performers used to cling to their posts.高級經(jīng)理過去常在一個地方呆著。
30. Which of the following is the best title for the text?
[A]CEOs: Where to Go? [B]CEOs: All the Way Up?
[C]Top Managers Jump without a Net [D]The Only Way Out for Top Performers
解析：強烈的干擾項是：[A]CEOs: Where to Go? [B]CEOs: All the Way Up?原因在于CEO在文中出現(xiàn)了很多次，同學(xué)們把ceo當(dāng)成了主體詞。這也是反反命題的一個體現(xiàn)。文章的主體詞其實是：top manager, ceo 只是他們想去成為，而不是現(xiàn)在就是。不是主題詞。這給了我們一個啟示，要從文章的大意找結(jié)構(gòu)。不要被其他的所謂技巧所迷惑。去掉A和B以后，c和d相比答 案就比較容易了。只是要理解net 就是替換了new job.再無恥一點，原文的標(biāo)題就是這樣的top Managers Are Quitting, Without a New Job
Text 3
The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional “paid” media – such as television commercials and print advertisements – still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create "earned" media by willingly promoting it to friends, and a company may leverage “owned” media by sending e-mail alerts about products and sales to customers registered with its Web site. In fact，the way consumers now approach the process of making purchase decisions means that marketing's impact stems from a broad range of factors beyond conventional paid media.
過去，市場營銷的成功訣竅簡而言之就是一分錢一分貨。然而時過境遷。雖然傳統(tǒng)的“付費”(paid)媒介，比如電視和廣播廣告、平面廣告和路邊 廣告牌等，仍然扮演著重要角色，但企業(yè)如今還可以利用許多其他形式的媒介。比如，癡迷于某種產(chǎn)品的消費者，可能會樂意將之推薦給朋友，從而為企業(yè)創(chuàng)造因產(chǎn) 品的優(yōu)良品質(zhì)帶來的“無償”(earned)媒介。企業(yè)還可以利用“自有”(owned)媒介，通過郵件向其網(wǎng)站的注冊用戶發(fā)送產(chǎn)品和銷售提示。事實上， 如今消費者作出購買決定的方式，意味著市場營銷的影響力來自于傳統(tǒng)付費媒介之外的廣泛因素。
Paid and owned media are controlled by marketers promoting their own products. For earned media , such marketers act as the initiator for users’ responses. But in some cases, one marketer’s owned media become another marketer’s paid media – for instance, when an e-commerce retailer sells ad space on its Web site. We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment. This trend ,which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products. Besides generating income, the presence of other marketers makes the site seem objective, gives companies opportunities to learn valuable information about the appeal of other companies’ marketing, and may help expand user traffic for all companies concerned.
營銷人員通過付費和自有媒介推銷其產(chǎn)品，而在“無償”媒介方面，營銷人員就像是觸發(fā)用戶響應(yīng)的初始催化劑。在某些情況下，某營銷者的自有媒介會 成為另一個營銷者的付費媒介。比如，當(dāng)某電子商務(wù)零售商出售其網(wǎng)站的廣告空間時，我們就將這種“售出”媒介定義為擁有巨大流量、以致其他機構(gòu)紛紛前來投放 內(nèi)容或電子商務(wù)引擎的自有媒介。我們認(rèn)為，這種趨勢已蓬勃發(fā)端于零售商和航空、酒店等旅游供應(yīng)商，雖然還處于初始階段，但無疑可以走得更遠(yuǎn)。比如，強生公 司創(chuàng)建了著名網(wǎng)站BabyCenter，借以推廣互補性乃至競爭性產(chǎn)品，而其他營銷者的出現(xiàn)不僅帶來了收入，還令該網(wǎng)站看起來公正客觀，并且使企業(yè)有機會 從其他公司的營銷活動中獲得可貴的信息，最后還有助于擴大所有相關(guān)企業(yè)的用戶流量?！靖２妓怪形木W(wǎng)】
The same dramatic technological changes that have provided marketers with more (and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.
劇烈的技術(shù)變革使?fàn)I銷人員獲得了數(shù)量更多、種類更廣的溝通選擇，但同時也帶來了更高的風(fēng)險，因為激動的消費者能夠以更迅速、更明顯、更有害的方 式來表達他們的意見。這就是與“無償”媒介相對的“劫持”媒介：某項資產(chǎn)或活動變成了對某個品牌或產(chǎn)品不滿的消費者、其他股東或積極分子的劫持物。比如， 社交網(wǎng)絡(luò)用戶正領(lǐng)悟到，他們可以通過“劫持”媒介來對最初創(chuàng)建該媒介的企業(yè)施加壓力?！靖２妓怪形木W(wǎng)】本文網(wǎng) 址：https://www.forbeschina.com/review/201012/0005821.shtml
If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk. In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.
如果那種事情發(fā)生，激動的消費者試圖勸服其他人共同抵制兩家公司的產(chǎn)品，從而危及企業(yè)聲譽。當(dāng)這種事情發(fā)生的時候，如果企業(yè)的回應(yīng)不夠快或不夠 好，那么就可能釀成悲劇。比如，在今年較早前發(fā)生的召回危機中，豐田汽車公司采取了較快且較有序的社交媒體回應(yīng)行動，包括在Twitter和社會新聞網(wǎng)站 Digg等網(wǎng)站上與客戶進行直接交流，從而挽回了部分損失。【福布斯中文網(wǎng)】本文網(wǎng)址：https://www.forbeschina.com /review/201012/0005821.shtml
語篇分析：
這篇文章是很典型的，節(jié)選性決定了其不完整性，這篇文章的原文長度要遠(yuǎn)遠(yuǎn)長于節(jié)選的部分。第一段介紹了除開傳統(tǒng)的媒體之外還有新的媒體 earned media 產(chǎn)生。第二段，Paid and owned media引出了sold media,第三段和第四段就hijacked media 提出看法，這篇文章是說明性質(zhì)的議論文。還是要關(guān)注論點和論據(jù)的問題。
31.Consumers may create “earned” media when they are
[A] obscssed with online shopping at certain Web sites.
[B] inspired by product-promoting e-mails sent to them.
[C] eager to help their friends promote quality products.
[D] enthusiastic about recommending their favorite products.
解析：Consumers passionate about a product may create "earned" media by willingly promoting it to friends同意改寫了一下，把passionate about a product 和by willingly promoting it to friends變成了when they are這樣答案就直接指向了：enthusiastic about recommending their favorite products.這樣的同意改寫在表達方式上變了但是核心含義沒有發(fā)生改變還是對語言多樣性的考察。這點Kevin是非常得意和自豪的在我的課上就是練 習(xí)這種能力。所以答案就是：D
32. According to Paragraph 2,sold media feature
[A] a safe business environment. [B] random competition.
[C] strong user traffic. [D] flexibility in organization.
解析：問題問的是sold media 的特點是什么：回文定位：We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.我們就將這種“售出”媒介定義為擁有巨大流量、以致其他機構(gòu)紛紛前來投放內(nèi)容或電子商務(wù)引擎的自有媒介。理解清楚答 案：traffic除了有交通的意思外還有流量的意思是相對關(guān)鍵的。所以答案為：C
33. The author indicates in Paragraph 3 that earned media
[A] invite constant conflicts with passionate consumers.
[B] can be used to produce negative effects in marketing.
[C] may be responsible for fiercer competition.
[D] deserve all the negative comments about them.
解析：回文章定位：Such hijacked media are the opposite of earned media:Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.第二句中的they can hijack media，此處的的media就是earned media .當(dāng)它被劫持后就變成了hijacked media，進而成為了earned media 的反面那就是產(chǎn)生不利的影響。這個題就是一定要童鞋們不要把關(guān)聯(lián)信息離散化。抓住句子間的聯(lián)系有時候比理解單個的句子更重要。
34. Toyota Motor’s experience is cited as an example of
[A] responding effectively to hijacked media.
[B] persuading customers into boycotting products.
[C] cooperating with supportive consumers.
[D] taking advantage of hijacked media.
解析：例證題，我學(xué)生的拿手好戲了哈，例證一定是為了某個觀點服務(wù)的，這點很重要，只是在這個題目中我們又看到了出題人反反命題的險惡用心?？?看這個例子對應(yīng)的觀點：In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. 當(dāng)這種事情發(fā)生的時候，如果企業(yè)的回應(yīng)不夠快或不夠好，那么就可能釀成悲劇。按照慣性，豐田這次就應(yīng)該是釀成杯具了。但是出題人沒有給出豐田杯具了的答 案，因為他們也知道這樣出題不符合常規(guī)且不人道?？忌谶@個時候可能會慌張，準(zhǔn)備認(rèn)真讀例子了，但是有個單詞不認(rèn)識alleviated到底是表示加劇還 是表示減輕呢?準(zhǔn)備放棄了，別灰心!繼續(xù)往后看，with a relatively quick and well-orchestrated social-media response campaign這說明他們的措施是得到的，所以應(yīng)該是減輕。再回看前面的那一句：如果企業(yè)的回應(yīng)不夠快或不夠好，那么就可能釀成悲劇。那么就說明豐田的 例子在從好的方面例證他，也就是要是處理好了就不會有杯具。對應(yīng)第一和第四個選項，兩個選項區(qū)別很明顯一個是被動回應(yīng)，一個是主動利用這樣就可得出答 案：A
35. Which of the following is the text mainly about ?
[A] Alternatives to conventional paid media.
[B] Conflict between hijacked and earned media.
[C] Dominance of hijacked media.
[D] Popularity of owned media.
解析：主題題，這篇文章是說明性質(zhì)的議論文，后面三個選項都只是涉及到文中說的一個細(xì)節(jié)，只有A中的Alternatives 包括了所有文章提到的幾種傳媒形式。
Text 4
It’s no surprise that Jennifer Senior’s insightful, provocative magazine cover story, “I love My Children, I Hate My Life,” is arousing much chatter – nothing gets people talking like the suggestion that child rearing is anything less than a completely fulfilling, life-enriching experience. Rather than concluding that children make parents either happy or miserable, Senior suggests we need to redefine happiness: instead of thinking of it as something that can be measured by moment-to-moment joy, we should consider being happy as a past-tense condition. Even though the day-to-day experience of raising kids can be soul-crushingly hard, Senior writes that “the very things that in the moment dampen our moods can later be sources of intense gratification and delight.”
毫無疑問，Jennifer Senior在有煸動意味的的雜志封面故事中表達了她的獨到見解， “我愛我的孩子們，我討厭我的生活”——這喚起了人們的談興。人們一談到養(yǎng)孩子就會覺得這是一件完全令人愉悅、生活充實的事情。Jennifer Senior沒有指出養(yǎng)孩子到底是使得父母快樂呢還是痛苦呢，她倒是認(rèn)為，我們需要重新定義幸福：幸福不應(yīng)該是一個個瞬間的快樂組合的可以被衡量的東西; 我們應(yīng)該把幸福視為一種過去式的狀態(tài)。盡管撫養(yǎng)孩子的日子漫長難熬，令人筋疲力盡，但是Jennifer Senior認(rèn)為，正是那些心緒沉重的時刻，日后卻成為我們歡樂的源泉。
The magazine cover showing an attractive mother holding a cute baby is hardly the only Madonna-and-child image on newsstands this week. There are also stories about newly adoptive – and newly single – mom Sandra Bullock, as well as the usual “Jennifer Aniston is pregnant” news. Practically every week features at least one celebrity mom, or mom-to-be, smiling on the newsstands.
雜志封面上一位給力的母親抱著一個可愛的嬰兒，這種圣母與圣子(麥當(dāng)娜和孩子)的圖畫這周在雜志上多次出現(xiàn)。例如雜志上講到最近剛收養(yǎng)孩子的母 親——有時是剛變成單身母親——桑德拉布魯克，以及那種很常見的“詹尼弗阿尼斯頓懷孕了”的新聞。實際上，每周都有至少一位名人母親、或者準(zhǔn)母親在雜志上 笑迎讀者。
In a society that so persistently celebrates procreation, is it any wonder that admitting you regret having children is equivalent to admitting you support kitten-killing ? It doesn’t seem quite fair, then, to compare the regrets of parents to the regrets of the children. Unhappy parents rarely are provoked to wonder if they shouldn’t have had kids, but unhappy childless folks are bothered with the message that children are the single most important thing in the world: obviously their misery must be a direct result of the gaping baby-size holes in their lives.
在一個不斷地慶祝生育的社會中，承認(rèn)自己后悔生育孩子就相當(dāng)于承認(rèn)自己支持殺小貓，這難道不值得反思嗎?把父母的后悔與孩子的后悔相比較，這顯 然并不合理。沒有人會去讓不情愿養(yǎng)孩子的父母去反思自己是否不該養(yǎng)孩子，但是那不幸福的沒有孩子的人卻為類似這樣的信息所困擾：“孩子是世上唯一最可珍惜 的東西”，顯然，你們的不幸必須通過生兒育女才能得以消除。
Of course, the image of parenthood that celebrity magazines like Us Weekly and People present is hugely unrealistic, especially when the parents are single mothers like Bullock. According to several studies concluding that parents are less happy than childless couples, single parents are the least happy of all. No shock there, considering how much work it is to raise a kid without a partner to lean on; yet to hear Sandra and Britney tell it, raising a kid on their “own” (read: with round-the-clock help) is a piece of cake.
當(dāng)然，像美國周刊與人物這樣的雜志提供的名人父母的形象是非常不切實際的。特別是像Bullock這樣的單身母親時更是如此。多項研究表明，有 孩子的父母很少比沒有孩子的夫婦更快樂，而單親家庭是最不快樂的。這并不奇怪，因為一個人養(yǎng)一個孩子實在太麻煩了，沒有人可以依靠。然而，你聽聽 Sandra和Britney說的話：自己“一個人”養(yǎng)孩子，其實非常簡單。(她們當(dāng)然覺得簡單了，因為她們是在周圍有一幫人全天侯的侯著啊。)
It’s hard to imagine that many people are dumb enough to want children just because Reese and Angelina make it look so glamorous: most adults understand that a baby is not a haircut. But it’s interesting to wonder if the images we see every week of stress-free, happiness-enhancing parenthood aren’t in some small, subconscious way contributing to our own dissatisfactions with the actual experience, in the same way that a small part of us hoped getting “ the Rachel” might make us look just a little bit like Jennifer Aniston.
很難想象有的人生孩子就只是很傻很天真因為Reese和Angelina這種名流使這種行為變的很光鮮，——多數(shù)成年人其實理解：養(yǎng)孩子可不是 剪頭發(fā)那樣簡單。但這確實有趣：反思一下我們每周看到的無憂無慮，幸福誘人的為人父母的生活會不會從一種微小的，無意識的方面加劇我們對于現(xiàn)實生活的不 滿。這種方式就好像：我們有那種想成為“ the Rachel”(老友記中的單身媽媽)的心理，這種心理，使得我們看上去有點像詹尼弗安尼斯頓(Rachel 的扮演者)。
語篇分析：
源自：2010年9月7日的Newsweek 題目Not On Board With Baby：Parenthood—the condition, not the TV show—sucks. Or so everyone keeps saying.這篇文章是典型的觀點議論文了。抓住觀點很重要。一二段引入，后面表明作者的觀點。
36.Jennifer Senior suggests in her article that raising a child can bring
[A]temporary delight [B]enjoyment in progress
[C]happiness in retrospect [D]lasting reward
解析：題干關(guān)鍵詞是：suggest這個題在問觀點，那我們就找觀點：在第一段Jennifer Senior兩處表明了觀點：信號詞：suggests we need to redefine happiness: we should consider being happy as a past-tense condition 和Senior writes that “the very things that in the moment dampen our moods can later be sources of intense gratification and delight.”the very things that in the moment dampen our moods=題干中的raising a child同意改寫，你懂得。can later be sources of intense gratification and delight.= happiness in retrospect (回看)這樣答案鎖定為C.
37.We learn from Paragraph 2 that
[A]celebrity moms are a permanent source for gossip.
[B]single mothers with babies deserve greater attention.
[C]news about pregnant celebrities is entertaining.
[D]having children is highly valued by the public.
解析：二段第一句：In a society that so persistently celebrates procreation, is it any wonder that admitting you regret having children is equivalent to admitting you support kitten-killing ?：后面的話語是圍繞這句展開的。[D]having children is highly valued by the public.對于要孩子的事情這個社會是關(guān)注的，以至于作者會在后文質(zhì)疑這樣做不是合理所以答案就是D.主題優(yōu)先啊。
38.It is suggested in Paragraph 3 that childless folks
[A]are constantly exposed to criticism.
[B]are largely ignored by the media.
[C]fail to fulfill their social responsibilities.
[D]are less likely to be satisfied with their life.
解析：這個題有一定的難度，主要是有個對比：
Unhappy parents rarely are provoked to…
unhappy childless folks are bothered with the message
都是被動態(tài)，所以這里都和外界的影響有關(guān)系：
第一個不受外界影響
第二個受到影響
只是這個message在答案中改寫為了criticism,同學(xué)不是很習(xí)慣而已了。
39.According to Paragraph 4, the message conveyed by celebrity magazines is
[A]soothing. [B]ambiguous.
[C]compensatory. [D]misleading.
解析：
Of course, the image of parenthood that celebrity magazines like Us Weekly and People present is hugely unrealistic,這句話中的unrealistic 有理由讓我們覺得其他的選項都是浮云。
40.Which of the following can be inferred from the last paragraph?
[A]Having children contributes little to the glamour of celebrity moms.
[B]Celebrity moms have influenced our attitude towards child rearing.
[C]Having children intensifies our dissatisfaction with life.
[D]We sometimes neglect the happiness from child rearing.
解析：又是段落推理題，需要看全部的選項。
[A]Having children contributes little to the glamour of celebrity moms.
完整句需要和原文的主謂賓對應(yīng)，
[C]Having children intensifies our dissatisfaction with life.
文章中說道了我們對生活的不滿，但是有沒有講有孩子加劇了我們對生活的不滿，這就是我經(jīng)常在課上講到的一定要對應(yīng)主謂賓消除視覺上的干擾。落實到動作是否有發(fā)生，動作的施動者和受動者分別是誰。
把那個句子的主干搞出來就是：
the images are contributing to our own dissatisfactions with the actual experience
就是加劇了對于我們現(xiàn)實生活的不滿的也是那些image 狀語都去了!
[D]We sometimes neglect the happiness from child rearing.
同樣的方法和視角來處理這個選項。正確選項B 來自兩個地方：
首先是but的轉(zhuǎn)折：
前面說我們不會傻到由于這些明星的形象而要孩子的。
那么轉(zhuǎn)折就應(yīng)該是：但是我們確實受了他們的影響。這樣由轉(zhuǎn)折而起的推理在我的閱讀課堂中可以說是比比皆是。
其次是最后一句：
in the same way that a small part of us hoped getting “ the Rachel” might make us look just a little bit like Jennifer Aniston.
要是看過老友記的同學(xué)應(yīng)該能知道，Rachel 是個單生媽媽，但是這樣的方法不推薦。
Part B
Directions:
The following paragraph are given in a wrong order. For Questions 41-45, you are required to reorganize these paragraphs into a coherent text by choosing from the list A-G to filling them into the numbered boxes. Paragraphs E and G have been correctly placed. Mark your answers on ANSWER SHEET 1. (10 points)
文章自于2010年2月25日的Economist 經(jīng)濟學(xué)人雜志， University education in America 美國的大學(xué)教育
[A] No disciplines have seized on professionalism with as much enthusiasm as the humanities. You can, Mr Menand points out, became a lawyer in three years and a medical doctor in four. But the regular time it takes to get a doctoral degree in the humanities is nine years. Not surprisingly, up to half of all doctoral students in English drop out before getting their degrees.
[B] His concern is mainly with the humanities: Literature, languages, philosophy and so on. These are disciplines that are going out of style: 22% of American college graduates now major in business compared with only 2% in history and 4% in English. However, many leading American universities want their undergraduates to have a grounding in the basic canon of ideas that every educated person should posses. But most find it difficult to agree on what a “general education” should look like. At Harvard, Mr Menand notes, “the great books are read because they have been read”-they form a sort of social glue.
[C] Equally unsurprisingly, only about half end up with professorships for which they entered graduate school. There are simply too few posts. This is partly because universities continue to produce ever more PhDs. But fewer students want to study humanities subjects: English departments awarded more bachelor’s degrees in 1970-71 than they did 20 years later. Fewer students requires fewer teachers. So, at the end of a decade of theses-writing, many humanities students leave the profession to do something for which they have not been trained.
[D] One reason why it is hard to design and teach such courses is that they can cut across the insistence by top American universities that liberal-arts educations and professional education should be kept separate, taught in different schools. Many students experience both varieties. Although more than half of Harvard undergraduates end up in law, medicine or business, future doctors and lawyers must study a non-specialist liberal-arts degree before embarking on a professional qualification.
[E] Besides professionalizing the professions by this separation, top American universities have professionalised the professor. The growth in public money for academic research has speeded the process: federal research grants rose fourfold between 1960and 1990, but faculty teaching hours fell by half as research took its toll. Professionalism has turned the acquisition of a doctoral degree into a prerequisite for a successful academic career: as late as 1969a third of American professors did not possess one. But the key idea behind professionalisation, argues Mr Menand, is that “the knowledge and skills needed for a particular specialization are transmissible but not transferable.”So disciplines acquire a monopoly not just over the production of knowledge, but also over the production of the producers of knowledge.
[F] The key to reforming higher education, concludes Mr Menand, is to alter the way in which “the producers of knowledge are produced.”Otherwise, academics will continue to think dangerously alike, increasingly detached from the societies which they study, investigate and criticize.”Academic inquiry, at least in some fields, may need to become less exclusionary and more holistic.”Yet quite how that happens, Mr Menand dose not say.
[G] The subtle and intelligent little book The Marketplace of Ideas: Reform and Resistance in the American University should be read by every student thinking of applying to take a doctoral degree. They may then decide to go elsewhere. For something curious has been happening in American Universities, and Louis Menand, a professor of English at Harvard University, captured it skillfully.
G → 41. B→42. D→ E →43.A →44.C →45. F
Part C
Directions:
Read the following text carefully and then translate the underlined segments into Chinese. Your translation should be written carefully on ANSWER SHEET 2. (10 points)
With its theme that “Mind is the master weaver,” creating our inner character and outer circumstances, the book As a Man Thinking by James Allen is an in-depth exploration of the central idea of self-help writing.
(46) Allen’s contribution was to take an assumption we all share-that because we are not robots we therefore control our thoughts-and reveal its erroneous nature.
我們每個人都認(rèn)同這樣的看法：我們自己不是機器人，因此能夠控制我們的思想;愛倫的貢獻在于他研究了這一假說，并揭示其錯誤的本質(zhì)。
解析：
操作技法：分譯法加代詞指代確定主干: Allen’s contribution was to take an assumption and reveal its erroneous nature分清層次，整理語序。
Because most of us believe that mind is separate from matter, we think that thoughts can be hidden and made powerless; this allows us to think one way and act another. However, Allen believed that the unconscious mind generates as much action as the conscious mind, and (47) while we may be able to sustain the illusion of control through the conscious mind alone, in reality we are continually faced with a question: “Why cannot I make myself do this or achieve that? ”
雖然我們或許只需要通過意識就能持續(xù)的控制這種幻覺，但事實上，我們卻要一直面臨一個問題：我們?yōu)槭裁床荒茏屪约喝プ鲞@件事情或去實現(xiàn)那個目標(biāo)呢?
解析：對與while的處理，很多次了都是考while 做轉(zhuǎn)折講。
Since desire and will are damaged by the presence of thoughts that do not accord with desire, Allen concluded : “ We do not attract what we want, but what we are.” Achievement happens because you as a person embody the external achievement; you don’t “ get” success but become it. There is no gap between mind and matter.
Part of the fame of Allen’s book is its contention that “Circumstances do not make a person, they reveal him.” (48) This seems a justification for neglect of those in need, and a rationalization of exploitation, of the superiority of those at the top and the inferiority of those at the bottom.
這種說法似乎使我們可以很正當(dāng)?shù)娜ズ鲆暷切┬枰獛椭娜?，去使剝削合理化，使上層人的變得更?yōu)越，而底層人變得更加弱勢。
This ,however, would be a knee-jerk reaction to a subtle argument. Each set of circumstances, however bad, offers a unique opportunity for growth. If circumstances always determined the life and prospects of people, then humanity would never have progressed. In fat, (49)circumstances seem to be designed to bring out the best in us and if we feel that we have been “wronged” then we are unlikely to begin a conscious effort to escape from our situation .
環(huán)境似乎就是為了去喚起我們內(nèi)心的力量，并且如果我們總感覺到不公平，那么我們不太可能可以用自覺的力量去改變境遇。
Nevertheless, as any biographer knows, a person’s early life and its conditions are often the greatest gift to an individual.
The sobering aspect of Allen’s book is that we have no one else to blame for our present condition except ourselves. (50) The upside is the possibilities contained in knowing that everything is up to us; where before we were experts in the array of limitations, now we become authorities of what is possible. 可喜的一面在于，既然知道我們可以主宰一切事情，那么就有無限的可能。以前，我們能夠熟練應(yīng)對種種局限;現(xiàn)在，我們也能完全的把握可能。