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2011 考研英语一 Reading Text 3

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. 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. 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. 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. 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. 31. Consumers may create “earned” media when they are [A] obsessed 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. 32. According to Paragraph 2, sold media feature [A] a safe business environment. [B] random competition. [C] strong user traffic. [D] flexibility in organization. 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. 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. 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.

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📝 实战作答与精读复盘记录

• 做题日期： 2026-09-03
• 实战得分： 4 / 5（80%） 🎯
• 作答详情：
  • Q31：[D] ✅（定位 §1：passionate about a product… promoting it to friends $\to$ enthusiastic about recommending their favorite products）
  • Q32：[C] ✅（定位 §2：traffic is so strong $\to$ strong user traffic）
  • Q33：[B] ✅（定位 §3：hijacked media are the opposite of earned media… much more damaging ways $\to$ produce negative effects in marketing）
  • Q34：[A] ✅（定位 §4：alleviated some of the damage… well-orchestrated social-media response campaign $\to$ responding effectively to hijacked media）
  • Q35：[B] ❌ $\to$ 正解 [A]（主旨大意题：“以偏概全”与“伞状原则”）

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🚨 错题深度剖析：Q35 主旨大意题

• 选项对比：
  • [A] Alternatives to conventional paid media（正解）
  • [B] Conflict between hijacked and earned media（错选项）
• 错因复盘与设错机制：
  1. 以偏概全（受近因效应影响）：文章第 3、4 段生动描述了 hijacked media 带来的危机公关与抵制冲突，容易让人误以为这是后半篇的主旨；但选择 B 会直接丢失第 1、2 段关于 owned media 和 sold media（如强生 BabyCenter 商业模式）的系统论述。
  2. 偷换概念：原文第 3 段指出 hijacked media 是 earned media 的反面（opposite，负面口碑），冲突发生在消费者与企业/品牌之间，而非两种媒介形态本身互相冲突。
  3. “伞状原则”解题心法：主旨必须是一把能罩住全文所有段落的伞。首段末句已奠定全文骨架：factors beyond conventional paid media $\to$ 对应 A 项 Alternatives to conventional paid media（涵盖 earned, owned, sold, hijacked 全部 4 类替代媒体）。

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🔍 5 大核心长难句语法与顺向解析

1. 全文核心论点句（§1 末句）：

   “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.”

   • 结构： 主语 The way [定从 consumers now approach...] + 谓语 means + 宾语从句 [that marketing's impact stems from factors beyond...]。
   • 顺读： 消费者处理购买决策的方式 $\to$ 意味着 $\to$ 营销的影响力 $\to$ 源自一系列超越传统付费媒体的因素。

2. Sold Media 定义句（§2 第 3 句）：

   “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.”

   • 结构： define A as B 结构 + whose 引导定语从句（内嵌 so... that... 结果状语从句）。
   • 顺读： 我们将这种租售媒体定义为自有媒体 $\to$ 其流量如此强大 $\to$ 以至于其他机构纷纷在其环境中植入内容或电商引擎。

3. 多重并列谓语长句（§2 末句）：

   “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.”

   • 结构： 状语 Besides generating income + 主语 the presence of other marketers + 三大并列谓语：① makes the site seem objective，② gives companies opportunities to learn...，③ and may help expand user traffic for all companies concerned。
   • 顺读： 除了带来收益之外 $\to$ 其他营销商的存在 $\to$ ①使网站显得客观，②让企业有机会了解他方营销吸引力的宝贵信息，③并有助于扩大所有相关公司的用户流量。

4. 承上启下枢纽长句（§3 首句）：

   “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.”

   • 结构： 主语 The same changes [that 定从] + 谓语 have also increased + 宾语 the risk [that 同位语从句]。
   • 顺读： 同样是这些重大的技术变革（哪些变革？为营销商提供更多沟通选择的变革） $\to$ 也增加了风险（什么风险？狂热消费者将以更快、更显眼、更具破坏性的方式表达意见的风险）。

5. 非谓语与例证定语从句（§4 末句）：

   “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.”

   • 结构： 主语 Toyota Motor + 谓语 alleviated + 宾语 damage + 方式状语 with a campaign + 非限制性定从 which included efforts to engage with...。
   • 顺读： 丰田汽车减轻了损失（召回危机带来的损失） $\to$ 借助一场迅速且组织周密的公关行动（什么行动？包含了直接在社交网络与消费者互动的行动）。

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📚 语境核心生词与熟词僻义库

• 媒体术语： paid media（付费媒体）、owned media（自有媒体）、earned media（口碑媒体）、sold media（租售媒体）、hijacked media（绑架媒体/负面舆情媒体）
• 核心动词： exploit（充分利用/开发）、leverage（撬动/利用）、approach（着手处理）、stem from（源自）、voice（表达意见）、boycott（抵制）、alleviate（缓解减轻）、orchestrate（精心策划）、engage with（与……接触互动）
• 核心名形容词： conventional（传统的）、passionate / enthusiastic（狂热的/热情的）、objective（客观的）、damaging（破坏性的）、steep（陡峭的/代价高昂的）、complementary（互补的）、traffic（网络流量）、in its infancy（处于起步初期）、stakeholder（利益相关者）、allegation（负面指控）、recall crisis（召回危机）