【文章內(nèi)容簡介】 ed media by willingly promoting it to friends, and a pany may leverage owned media by sending alerts about products and sales to customers registered with its Web site. The way consumers approach the process of making purchase decisions means that marketing39。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 users39。 responses. But in some cases, one marketer39。s owned media bee another marketer39。s paid media for instance, when an emerce 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 emerce engines within that environment. This trend, which we believe is still in its infancy, effectively began with retailers and reavel providers such as airlines and hotels and will no doubt go further. Johnson amp。 Johnson, for example, has created Baby Center, a standalong media property that promotes plementary and even petitive products. Besides generating ine, the presence of other marketers makes the site seem objective, gives panies opportunities to learn valuable information about the appeal of other panies marketing, and may help expand user traffic for all panies concerned. The same dramatic technological changes that have provided marketers with more and more diverse munications 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 bees 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 business that originally created them. 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. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and wellorchestrated socialmedia response campaign, which included efforts to engage with consumers directly on sites such as Twitter and Facebook.（1）Consumers may create earned media when they are ________. A.obsessed with online shopping at certain Web sitesB.inspired by productpromoting sent to themC.eager to help their friends promote quality productsD.enthusiastic about remending their favorite products.（2）The author indicates in Para. 3 that earned media ________. A.invite constant conflicts with passionate consumersB.can be used to produce negative effects in marketingC.may be responsible for fiercer petitionD.deserve all the negative ments about them（3）Toyota Motor39。s experience is cited as an example of ________. A.responding effectively to hijacked mediaB.persuading customers into boycotting productC.cooperating 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。 （1）考查細節(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險，即熱情的消費者會以更快、更明顯、更具破壞性的方式表達自己的觀點。這種被劫持的媒體是口碑媒體的對立面：一項資產(chǎn)或活動成為消費者、其他利益相關(guān)者或?qū)δ硞€品牌或產(chǎn)品提出負面指控的活動人士的人質(zhì)。例如，社交網(wǎng)絡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，熱情的消費者會試圖說服他人抵制產(chǎn)品，從而使目標公司的聲譽面臨風險。在這種情況下，公司的反應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中采取了相對迅速和精心策劃的社交媒體應對行動，包括在Twitter和Facebook等網(wǎng)站上直接與消費者互動，從而減輕了部分損失）為例，則展示了當發(fā)生“劫持媒體”這種情況時，如果應對迅速得當，那么就可以減輕損失。因此，Toyota Motor是一個有效應對被綁架媒體的例子。故選A。 【點評】本題考點涉及細節(jié)理解和推理判斷兩個題型的考查，是一篇介紹類閱讀，考生需要準確掌握細節(jié)信息，并根據(jù)上下文進行邏輯推理，從而選出正確答案。6．閱讀理解 A video of a threeyearold girl being kicked by her own mother during a photo shot went viral (瘋狂傳播) on Thursday, indicating China39。s under per forma nee in regulating the emerging child modeling industry. The girl, known as Niu Niu, was physically abused by her mother in several videos. The videos have annoyed Chinese media and Internet users alike. Many netizens and scholars call for local authorities to carry out further investigations into possible child abuse. In response to the public outcry (強烈抗議), Niu Niu39。s mother issued an apology via Sina Wei bo on Thursday, condemning accusations of abuse. She noted that she was merely guiding her daughter for better shots and the girl is well looked after. Despite her apology, many Eshops which used Niu Niu39。s images for brand promotion have canceled their cooperation with the mother, while over 110 wellknown child garment shops on Taobao have signed up for a campaign to provide better protection for child models. It is necessary to adopt prehensive laws and regulations to further protect the kids, preventing their parents and panies from exploiting (利用) them, Fang Zhiqing, a lawyer and child protection expert, said. Niu Niu is not alone. In Zhili, a small town in Zhejiang province, thousands of children from across China are taken here by their parents to seize the chance of fame. With a population of 450,000. Zhili has over 13,000 manufacturers of child clothing. In 2017, the town earned over 7 billion yuan by selling do thing for children online, thus providing opportunities for child models. China39。s current advertisement law isn39。t workable when it es to the industry of child modeling, as it lacks clear supervision measures and clear legal punishment. Fang added. It