2011 英语一 Text 3｜营销不再只靠花钱买广告
主旨
营销成功的老规矩是”一分钱一分货”，如今不再如此：除了传统付费媒体，企业还能用”赢得媒体”（热心消费者自发推荐）和”自有媒体”（给注册用户发邮件）→ 有时一家的自有媒体会成为另一家的付费媒体，即”出售媒体”：流量大到别家愿意在上面投放内容，这一趋势尚在起步 → 同样的技术变革也带来风险：热心消费者会更快、更醒目、更具破坏性地发声，形成与赢得媒体相反的”被劫持媒体”，品牌可能被消费者、利益相关方或维权者”绑架” → 他们会号召抵制产品，威胁企业声誉；企业的回应往往不够快也不够周到，丰田在召回危机中借快速、精心策划的社交媒体回应减轻了损害。
原文：2011 Text 3 · 话题：营销 / 媒体 · 答案：31 D｜32 C｜33 B｜34 A｜35 A
一、核心词
| 词 | 本文义 | 原文搭配 | 拆解 / 记忆 |
|---|---|---|---|
| commercial n. | 商业广告 | television commercials and print advertisements | commerce 商业 |
| exploit v. | 利用 | can exploit many alternative forms of media | |
| alternative adj. | 可替代的 | can exploit many alternative forms of media | alter 其他 |
| passionate adj. | 热情的 | Consumers passionate about a product | passion 激情 |
| willingly adv. | 自愿地 | by willingly promoting it to friends | willing |
| leverage v. | 利用 | may leverage “owned” media | lever 杠杆 |
| alert n. | 提醒，通知 | e-mail alerts about products and sales | |
| register v. | 注册 | customers registered with its Web site | |
| conventional adj. | 传统的 | stems from a broad range of factors beyond conventional paid media | convention 惯例 |
| initiator n. | 发起者 | act as the initiator for users’ responses | initiate 发起 |
| retailer n. | 零售商 | when an e-commerce retailer sells ad space on its Web site | retail |
| infancy n. | 初期，婴儿期 | still in its infancy | infant 婴儿 |
| stand-alone adj. | 独立的 | a stand-alone media property | stand + alone |
| complementary adj. | 互补的 | promotes complementary and even competitive products | complement 补足 |
| generate v. | 产生 | Besides generating income | gen 产生 |
| objective adj. | 客观的 | makes the site seem objective | |
| appeal n. | 吸引力 | the appeal of other companies’ marketing | |
| diverse adj. | 多样的 | more (and more diverse) communications choices | di- + vers 转 |
| visible adj. | 显眼的 | quicker, more visible, and much more damaging ways | vis 看 |
| hijack v. | 劫持 | Such hijacked media are the opposite of earned media | |
| asset n. | 资产 | an asset or campaign becomes hostage to consumers | |
| hostage n. | 人质 | an asset or campaign becomes hostage to consumers | host 敌人（古义） |
| stakeholder n. | 利益相关方 | other stakeholders, or activists who make negative allegations | stake 利害 + holder |
| allegation n. | 指控 | other stakeholders, or activists who make negative allegations | allege 声称 |
| boycott v. | 抵制 | persuade others to boycott products | 源于人名 Boycott |
| sufficiently adv. | 足够地 | may not be sufficiently quick or thoughtful | sufficient |
| alleviate v. | 减轻 | alleviated some of the damage from its recall crisis | al- + lev 轻 → 使变轻 |
| orchestrate v. | 精心策划 | a relatively quick and well-orchestrated social-media response campaign | orchestra 乐队 → 编排协调 |
二、搭配与写作迁移
| 原文表达 | 含义 | 写作迁移 |
|---|---|---|
| You get what you pay for. | 一分钱一分货 | |
| play a major role | 起主要作用 | play a major role in children’s growth |
| exploit alternative forms of | 利用其他形式的…… | |
| be passionate about | 热衷于 | be passionate about music |
| promote A to B | 向 B 推荐 A | |
| approach the process of | 对待……的过程 | |
| stem from | 源于 | Many problems stem from poor communication. |
| a broad range of | 广泛的 | a broad range of factors |
| act as | 充当 | |
| sell ad space | 出售广告位 | |
| be in its infancy | 处于起步阶段 | AI in education is still in its infancy. |
| go further | 走得更远 | |
| besides doing | 除了……之外还 | |
| expand user traffic | 扩大用户流量 | |
| provide A with B | 为 A 提供 B | |
| voice one’s opinions | 表达意见 | voice concerns about food safety |
| become hostage to | 受制于 | |
| make negative allegations about | 对……提出负面指控 | |
| apply pressure on | 对……施压 | |
| put A at risk | 使 A 处于危险中 | put public health at risk |
| the learning curve is steep | 学起来很难 | |
| alleviate the damage | 减轻损害 | alleviate poverty / pressure |
| engage with consumers directly | 直接与消费者互动 |
三、熟词僻义
- commercial n. 商业广告（≠商业的 adj.）：television commercials and print advertisements
- approach v. 对待，处理（≠接近）：The way consumers now approach the process of making purchase decisions
- traffic n. 流量（≠交通）：whose traffic is so strong
- engine n. 平台，系统（≠发动机）：e-commerce engines
- property n. 平台，资产（≠财产 / 属性）：a stand-alone media property
- recall n. 召回（≠回忆）：its recall crisis
- orchestrated adj. 精心策划的（≠配器的）：well-orchestrated
四、题目与选项词
| 词 / 搭配 | 义 | 出处 | 拆解 / 记忆 |
|---|---|---|---|
| obsessed with | 痴迷于 | Q31 [A] | |
| enthusiastic about | 热衷于 | Q31 [D] | |
| feature v. | 以……为特征 | Q32 题干 | 熟词僻义：≠特征 n. |
| random adj. | 随机的 | Q32 [B] | |
| flexibility n. | 灵活性 | Q32 [D] | |
| invite v. | 招致 | Q33 [A] invite constant conflicts | 熟词僻义：≠邀请 |
| cite v. | 引用 | Q34 题干 | |
| supportive adj. | 支持的 | Q34 [C] | |
| take advantage of | 利用 | Q34 [D] | |
| alternative n. | 替代品 | Q35 [A] | |
| dominance n. | 主导地位 | Q35 [C] |
五、同义替换：原文 → 正确项
| 题 | 原文 | 正确项 |
|---|---|---|
| 31 D | Consumers passionate about a product may create “earned” media by willingly promoting it to friends | enthusiastic about recommending their favorite products |
| 32 C | owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment | strong user traffic |
| 33 B | Such hijacked media are the opposite of earned media | can be used to produce negative effects in marketing |
| 34 A | alleviated some of the damage from its recall crisis / a relatively quick and well-orchestrated social-media response campaign | responding effectively to hijacked media |
| 35 A | can exploit many alternative forms of media / stems from a broad range of factors beyond conventional paid media | Alternatives to conventional paid media |
六、长难句
① 两个并列分句 + by doing + 分词后置定语（Q31 出处）
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.
- 分句一：Consumers … may create “earned” media by …；passionate about a product 形容词短语后置修饰 Consumers
- 分句二：a company may leverage “owned” media by …；registered with its Web site 过去分词后置修饰 customers
- 译：热爱某种产品的消费者会主动向朋友推荐，从而创造”赢得媒体”；企业则可以向在其网站注册的顾客发送产品和促销的邮件提醒，以此利用”自有媒体”。
② define A as B + whose 定语从句 + so … that（Q32 出处）
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.
- 主干：We define such sold media as owned media
- whose traffic is so strong that …：定语从句修饰 owned media，内含 so … that 结果状语
- 译：我们把这种出售媒体定义为：流量大到其他机构愿意把自己的内容或电商平台放进来的自有媒体。
③ 主语带定语从句 + 同位语从句（Q33 背景）
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.
- 主干：The same dramatic technological changes have also increased the risk
- that have provided marketers with …：定语从句修饰 changes
- that passionate consumers will voice …：同位语从句，解释 risk
- 译：同样是这些剧烈的技术变革，一方面为营销者提供了更多（也更多样）的传播选择，另一方面也增加了风险：热心的消费者会以更快、更醒目、破坏性更大的方式发表意见。
七、句型
- The rough guide to A used to be that … No longer.（今昔对比开篇） 原句：The rough guide to marketing success used to be that you got what you paid for. No longer. 套用：The rule for success used to be that hard work alone was enough. No longer.
- The way consumers now approach A means that …（因果推论） 原句：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. 套用：The way young people now get news means that traditional newspapers must change.
- This trend, which we believe is still in its infancy, …（插入判断） 原句：This trend, which we believe is still in its infancy, effectively began with retailers 套用：This trend, which we believe is still in its infancy, will reshape education.
- Besides generating income, A makes B seem …, gives …, and may help …（列举多重好处） 原句：Besides generating income, the presence of other marketers makes the site seem objective 套用：Besides saving money, public transport makes cities cleaner and helps reduce traffic jams.
- If that happens, …, putting A at risk.（推演后果） 原句：If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk. 套用：If that happens, students may lose interest in learning, putting their future at risk.