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。
剧烈的技术变革使营销人员获得了数量更多、种类更广的沟通选择，但同时也带来了更高的风险，因为激动的消费者能够以更迅速、更明显、更有害的方式来表达他们的意见。这就是与“无偿”媒介相对的“劫持”媒介：某项资产或活动变成了对某个品牌或产品不满的消费者、其他股东或积极分子的劫持物。比如，社交网络用户正领悟到，他们可以通过“劫持”媒介来对最初创建该媒介的企业施加压力。【福布斯中文网】本文网址：http://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。
如果那种事情发生，激动的消费者试图劝服其他人共同抵制两家公司的产品，从而危及企业声誉。当这种事情发生的时候，如果企业的回应不够快或不够好，那么就可能酿成悲剧。比如，在今年较早前发生的召回危机中，丰田汽车公司采取了较快且较有序的社交媒体回应行动，包括在Twitter和社会新闻网站Digg等网站上与客户进行直接交流，从而挽回了部分损失。【福布斯中文网】本文网址：http://www.forbeschina.com/review/201012/0005821.shtml
语篇分析：
这篇文章是很典型的，节选性决定了其不完整性，这篇文章的原文长度要远远长于节选的部分。第一段介绍了除开传统的媒体之外还有新的媒体earned media 产生。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，这篇文章是说明性质的议论文。还是要关注论点和论据的问题。
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同意改写了一下，把passionate about a product 和by willingly promoting it to friends变成了when they are这样答案就直接指向了：enthusiastic about recommending their favorite products。这样的同意改写在表达方式上变了但是核心含义没有发生改变还是对语言多样性的考察。这点Kevin是非常得意和自豪的在我的课上就是练习这种能力。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：问题问的是sold media 的特点是什么：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。我们就将这种“售出”媒介定义为拥有巨大流量、以致其他机构纷纷前来投放内容或电子商务引擎的自有媒介。理解清楚答案：traffic除了有交通的意思外还有流量的意思是相对关键的。所以答案为：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，此处的的media就是earned media 。当它被劫持后就变成了hijacked media，进而成为了earned media 的反面那就是产生不利的影响。这个题就是一定要童鞋们不要把关联信息离散化。抓住句子间的联系有时候比理解单个的句子更重要。
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：例证题，我学生的拿手好戏了哈，例证一定是为了某个观点服务的，这点很重要，只是在这个题目中我们又看到了出题人反反命题的险恶用心。看看这个例子对应的观点：In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. 当这种事情发生的时候，如果企业的回应不够快或不够好，那么就可能酿成悲剧。按照惯性，丰田这次就应该是酿成杯具了。但是出题人没有给出丰田杯具了的答案，因为他们也知道这样出题不符合常规且不人道。考生在这个时候可能会慌张，准备认真读例子了，但是有个单词不认识alleviated到底是表示加剧还是表示减轻呢？准备放弃了，别灰心！继续往后看，with a relatively quick and well-orchestrated social-media response campaign这说明他们的措施是得到的，所以应该是减轻。再回看前面的那一句：如果企业的回应不够快或不够好，那么就可能酿成悲剧。那么就说明丰田的例子在从好的方面例证他，也就是要是处理好了就不会有杯具。对应第一和第四个选项，两个选项区别很明显一个是被动回应，一个是主动利用这样就可得出答案：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：主题题，这篇文章是说明性质的议论文，后面三个选项都只是涉及到文中说的一个细节，只有A中的Alternatives 包括了所有文章提到的几种传媒形式。
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。”
毫无疑问，Jennifer Senior在有煸动意味的的杂志封面故事中表达了她的独到见解， “我爱我的孩子们，我讨厌我的生活”——这唤起了人们的谈兴。人们一谈到养孩子就会觉得这是一件完全令人愉悦、生活充实的事情。Jennifer Senior没有指出养孩子到底是使得父母快乐呢还是痛苦呢，她倒是认为，我们需要重新定义幸福：幸福不应该是一个个瞬间的快乐组合的可以被衡量的东西；我们应该把幸福视为一种过去式的状态。尽管抚养孩子的日子漫长难熬，令人筋疲力尽，但是Jennifer Senior认为，正是那些心绪沉重的时刻，日后却成为我们欢乐的源泉。
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。
杂志封面上一位给力的母亲抱着一个可爱的婴儿，这种圣母与圣子(麦当娜和孩子)的图画这周在杂志上多次出现。例如杂志上讲到最近刚收养孩子的母亲——有时是刚变成单身母亲——桑德拉布鲁克，以及那种很常见的“詹尼弗阿尼斯顿怀孕了”的新闻。实际上，每周都有至少一位名人母亲、或者准母亲在杂志上笑迎读者。
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。
在一个不断地庆祝生育的社会中，承认自己后悔生育孩子就相当于承认自己支持杀小猫，这难道不值得反思吗？把父母的后悔与孩子的后悔相比较，这显然并不合理。没有人会去让不情愿养孩子的父母去反思自己是否不该养孩子，但是那不幸福的没有孩子的人却为类似这样的信息所困扰：“孩子是世上唯一最可珍惜的东西”，显然，你们的不幸必须通过生儿育女才能得以消除。
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。
当然，像美国周刊与人物这样的杂志提供的名人父母的形象是非常不切实际的。特别是像Bullock这样的单身母亲时更是如此。多项研究表明，有孩子的父母很少比没有孩子的夫妇更快乐，而单亲家庭是最不快乐的。这并不奇怪，因为一个人养一个孩子实在太麻烦了，没有人可以依靠。然而，你听听Sandra和Britney说的话：自己“一个人”养孩子，其实非常简单。(她们当然觉得简单了，因为她们是在周围有一帮人全天侯的侯着啊。)
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。
很难想象有的人生孩子就只是很傻很天真因为Reese和Angelina这种名流使这种行为变的很光鲜，——多数成年人其实理解：养孩子可不是剪头发那样简单。但这确实有趣：反思一下我们每周看到的无忧无虑，幸福诱人的为人父母的生活会不会从一种微小的，无意识的方面加剧我们对于现实生活的不满。这种方式就好像：我们有那种想成为“ the Rachel”(老友记中的单身妈妈)的心理，这种心理，使得我们看上去有点像詹尼弗安尼斯顿(Rachel 的扮演者)。
语篇分析：
源自：2010年9月7日的Newsweek 题目Not On Board With Baby：Parenthood—the condition, not the TV show—sucks. Or so everyone keeps saying。这篇文章是典型的观点议论文了。抓住观点很重要。一二段引入，后面表明作者的观点。
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：题干关键词是：suggest这个题在问观点，那我们就找观点：在第一段Jennifer Senior两处表明了观点：信号词：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=题干中的raising a child同意改写，你懂得。can later be sources of intense gratification and delight.= happiness in retrospect (回看)这样答案锁定为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 ?：后面的话语是围绕这句展开的。[D]having children is highly valued by the public。对于要孩子的事情这个社会是关注的，以至于作者会在后文质疑这样做不是合理所以答案就是D。主题优先啊。
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：这个题有一定的难度，主要是有个对比：
Unhappy parents rarely are provoked to…
unhappy childless folks are bothered with the message
都是被动态，所以这里都和外界的影响有关系：
第一个不受外界影响
第二个受到影响
只是这个message在答案中改写为了criticism,同学不是很习惯而已了。
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,这句话中的unrealistic 有理由让我们觉得其他的选项都是浮云。
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：又是段落推理题，需要看全部的选项。
[A]Having children contributes little to the glamour of celebrity moms。
完整句需要和原文的主谓宾对应，
[C]Having children intensifies our dissatisfaction with life。
