【文章內(nèi)容簡介】 g with supportive consumersD.taking advantage of hijacked media【答案】 （1）D（2）B（3）A 【解析】【分析】本文是一篇應(yīng)用文，介紹了有關(guān)earned media(口碑媒體)、Hijacked Media（劫持媒體）、paid media（自有媒體）的概念和特點(diǎn)。 （1）考查細(xì)節(jié)理解。根據(jù)第一段中的“Consumers passionate about a product may create “earned” media by willingly promoting it to friends”可知，對產(chǎn)品充滿熱情的消費(fèi)者可能會通過主動向朋友推銷產(chǎn)品來創(chuàng)造“口碑”媒體。故選D。 （2）考查推理判斷。根據(jù)第三段可知，劇烈的技術(shù)變革為營銷人員提供了越來越多的交流選擇，但同時也增加了這樣一種風(fēng)險，即熱情的消費(fèi)者會以更快、更明顯、更具破壞性的方式表達(dá)自己的觀點(diǎn)。這種被劫持的媒體是口碑媒體的對立面：一項資產(chǎn)或活動成為消費(fèi)者、其他利益相關(guān)者或?qū)δ硞€品牌或產(chǎn)品提出負(fù)面指控的活動人士的人質(zhì)。例如，社交網(wǎng)絡(luò)的成員正在明白他們可以劫持媒體，對最初創(chuàng)建它們的企業(yè)施加壓力。由此可知，當(dāng)口碑媒體被某些人所劫持，轉(zhuǎn)化為劫持媒體的時候，就會影響企業(yè)，從而對企業(yè)營銷產(chǎn)生不利的影響。故選B。 （3）考查推理判斷。根據(jù)倒數(shù)第二段對于“劫持媒體”的介紹和最后一段中的“If that happens passionate consumers would try to persuade others to boycott products, putting the reputation of the target pany at risk. In such a case, the pany39。s response may not be sufficiently quick or thoughtful, and the learning curve has been steep.”可知，如果發(fā)生（劫持媒體）這種情況，熱情的消費(fèi)者會試圖說服他人抵制產(chǎn)品，從而使目標(biāo)公司的聲譽(yù)面臨風(fēng)險。在這種情況下，公司的反應(yīng)可能不夠迅速或周到，那么公司就會變得很困難。而下文以Toyota Motor（該公司在今年早些時候的召回危機(jī)中采取了相對迅速和精心策劃的社交媒體應(yīng)對行動，包括在Twitter和Facebook等網(wǎng)站上直接與消費(fèi)者互動，從而減輕了部分損失）為例，則展示了當(dāng)發(fā)生“劫持媒體”這種情況時，如果應(yīng)對迅速得當(dāng)，那么就可以減輕損失。因此，Toyota Motor是一個有效應(yīng)對被綁架媒體的例子。故選A。 【點(diǎn)評】本題考點(diǎn)涉及細(xì)節(jié)理解和推理判斷兩個題型的考查，是一篇介紹類閱讀，考生需要準(zhǔn)確掌握細(xì)節(jié)信息，并根據(jù)上下文進(jìn)行邏輯推理，從而選出正確答案。5．閱讀理解 With all the recent concern about the environment, people want to see their money used to better the planet. Here are four wellknown environmental organizations. World Wildlife Fund (WWF) The World Wildlife Fund is perhaps one of the bestknown organizations for the protection of endangered species and their habitats around the world. They39。ve been around for over 45 years. You can donate through their website , join their organization as a member, or adopt an animal through their online adoption center. National Geographic Society (NGS) National Geographic Society is wellknown for their magazine and their specials on TV. The organization itself is one of the longestrunning in the world—they39。ve been around since 1888, focus on exploration and conservation of forests, oceans, habitats, species and societies. You chopse to donate through the website ，buy something at their online store, or order a magazine subscription. National Wildlife Federation (NWF) Founded officially in 1937, the National Wildlife Federation tries to protect wildlife at all costs. In fact, they believe that having the public educated is the best way to help the environment—the more you know, the more you can protect the world we live in. Donations to the NWF can be made through their website nwf. org or through other options, like matching gifts, workplace giving, or memorial donations. Ecology Fund, Set up in 1976，Ecology Fund, is run on user clicks. Advertisers buy ad space on the site every time someone clicks. The money goes to buy endangered wilderness land to protect it from panies that would destroy it. So far, Ecology Fund, has bought land in many areas. The best thing about this site is that you needn39。t donate any money—all you have to do is click.（1）Which environmental organization has the longest history? A.Ecology .B.World Wildlife Fund.C.National Geographic Society.D.National Wildlife Federation.（2）What does NWF think is the most important in environmental protection? A.Knowledge.B.Management.C.Money.D.Patience.（3）In what way does differ from the other three organizations? A.The size of networks.B.The way of operation.C.The strength of influence.D.The degree of popularity.【答案】 （1）C（2）A（3）B 【解析】【分析】本文是一篇應(yīng)用文，介紹了四個著名的環(huán)保組織。 （1）考查細(xì)節(jié)理解?？v觀全文可知，WWF有45年以上的歷史；NGS從1888年就開始存在，迄今已有超過100年的歷史；NWF成立于1937年；，因此NGS時間最長。故選C。 （2）考查細(xì)節(jié)理解。根據(jù)National Wildlife Federation (NWF)部分中的“In fact, they believe that having the public educated is the best way to help the environment—the more you know, the more you can protect the world we live in.”可知，NWF認(rèn)為，讓公眾 受教育是幫助環(huán)境的最佳方式——你知道得越多，就越能保護(hù)我們所生活的這個世界。可知，NWF 認(rèn)為知識在環(huán)保中是最重要的。故選A。 （3）考查推理判斷。根據(jù)Ecology Fund, 部分中的“The best thing about this site is that you needn39。t donate any money—all you have to do is click.”可知， 運(yùn)營的，用戶無需捐錢，他們只需要點(diǎn)擊即可，而其它三個環(huán)保組織都接受包括捐款在內(nèi)的多種方式的支持。可知。故選B。 【點(diǎn)評】本題考點(diǎn)涉及細(xì)節(jié)理解和推理判斷兩個題型的考查，是一篇介紹類閱讀，考生需要準(zhǔn)確掌握細(xì)節(jié)信息，并根據(jù)上下文進(jìn)行邏輯推理，從而選出正確答案。6．閱讀理解 Do you know that junk food isn39。t healthy? Of course you do! Do you eat it anyway? Of course you do! But a new study shows teaching adolescents about the ways food panies fool them into thinking junk food is cool can encourage kids to fight back—by eating healthier. The pull of junk food can be superstrong. It39。s designed to tasty。 which makes eating well one of the great health challenges of our time. Everyone from doctors to the government has been trying to handle it. Yet we keep eating junk food. Professor Christopher Bryan says, Food panies want you to want junk food. They spend millions of dollars ing up with new ways to^ promote junk food consumption. They hire scientists to make new junk food almost irresistible. They might do this, for example, by adding more sugar. Rats fed junk food for six weeks will even walk across a floor that gives them electric shocks just to get more of such food. Food ads often make unhealthy junk food seem healthy by featuring professional athletes, fitlooking pop stars and smiling, active teens. We thought when the students learned this, it would matter to them, Bryan says. He worked with 8th graders at a Texas school. Half of them got a lesson Bryan created. It focused on the ways junk food is adverti