考研英语真题精读：新媒体的兴起|2011 Text 3

独霸上海的妖怪 · 公众号 · · 2019-07-21 10:01

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写在前面

这周我们开始学习2011年的Text 3，在学习新内容之前，我们先来回顾一下上周讲解内容：

1.词汇与表达

deputy, turnover, stick with sb / sth, pick up, abound, aspiring, unconventional, headhunter, adhere to sth, poach, sitting, land(v.), disgrace, fade, invert

2.句型

如何引出现象的原因？ Reasons abound for…, one of which is…

原文链接👉 商业周刊：那些裸辞的职场人，后来怎么样了？|双语精读

食用指南

在正式开始阅读前，先教第一次阅读 “考研英语真题精读” 专栏的同学如何最大化的利用好本专栏的内容。

如果你是 今明两年内 会参加考研的同学（而且还没有开始做真题），先不要阅读原文，直接阅读每个段落的”词汇讲解“部分，打好词汇基础。等到以后做完真题后，再打开本文，阅读语篇分析，查漏补缺。

如果你是 已考上研究生 或 今明两年内 不会参加考研的同学，可直接把这篇文章当做一篇普通的外刊文章来阅读。考研英语真题选自原汁原味的外刊，并且有一定难度，跟下来会对提高阅读理解能力大有裨益。

我们会从 词、句、篇 三个方面帮大家吃透考研阅读真题，采用 各大外刊最鲜 活的语料 刺激大家的记忆。除此之外，还会从考研阅读真题里 提炼写作地道表达和写作句型 ，手把手教大家 从输入 转为输出 ，带大家稳扎稳打地提高语言实力。

外刊原文

大家可以边听音频边阅读文章，听力基础比较好的同学可以先单独听音频，进行听力练习后，再阅读原文。

2011 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.

精读讲解

2011 Text 3

文章第一段通过今昔对比引出全文的话题：其他形式的媒体 (alternative forms of media) ，包括赢得媒体 (earned media) 和自有媒体 (owned media )。

① The rough guide to marketing success used to be that you got what you paid for. ② No longe r . ③ 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. ④ 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. ⑤ 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.

📒 语篇分析： ①句概括过去的营销模式。②句只有两个词 no longer ，干脆利落地否定了①句。③句以 whil e 先让步再转折，指出公司现在可以利用许多其他媒体。③句中 today 呼应①句 used to 。④句通过举例说明有哪些其他媒体：赢得媒体和自有媒体。⑤句总结全段。

rough [rʌf] 指“大概的，粗略的” (not exact, precise, or detailed, but broadly correct) ，相当于 approximate 。
commercial 作名词，指“商业广告”，作形容词指“贸易的，商业上的”，比如城市的商业中心： the commercial hub of the city 。
sth plays a major role 指“某物起到重要作用”。
exploit 除了大家熟悉的“剥削，压榨”之义外，还可指“利用” (to use or develop something in order to gain a benefit) 。同样表示“利用”的词汇还有 utilize , employ , apply , resort to sth , draw on sth , take advantage of sth 等等。
alternative 这里作形容词，义为“可供替代的，另外的”，比如你有没有别的解决办法？ Do you have an alternative solution?

alternative 作名词指“替代品”，比如 ◇ Sometimes, as a certain British prime minister used to say of tough economic decisions, there is no alternative. 正如某位英国首相在讲述艰难的经济抉择时所说的那样，有些时候，我们别无选择。

leverage [ˈlevɚɪdʒ] 作名词指“杠杆作用”，在文中作动词，指“发挥杠杆作用”，引申为 “充分利用” (to use for gain) ，与上文的 exploit 互为同义替换。
be passionate about sth 指“热衷于 … ” (if you are passionate about something, you like it a lot ) 近义表达还有我们学过的 be devoted to sth 以及 be very keen on sth , be enthusiastic about sth , be infatuated about sth 等等，都可表示 like sth a lot 。
be registered with sth 指“注册 … ，在 … 登记”。 register 的含义很丰富，这里再给大家补充两个高频的义项：

1. 表示“显示，记录”，比如温度计上显示 98.6 度： The thermometer registered 98.6℃.
2. 表示“流露出 … 感情”，相当于 show , express ，比如她脸上流露出震惊和愤怒： Her face registered shock and anger.

第④ 句话稍难，包含两个后置定语，我们来划分一下结构：

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).

1.第一个并列分句的主语consumers passionate about a product中，形容词短语passionate about a product作consumers的后置定语，我们可以将其改写为一个定语从句：Consumers who are passionate about a product，指“热衷于某个产品的消费者”。
2. customers registere with its Web site中同样包含一个后置定语：过去分词 registered with its Web site 作 customers 的后置定语，也可以改写为一个定语从句 customers who are registered with its Web site，指“注册了网站的顾客”

✏️ 后置定语是考研英语里高频出现的语言点，大家要熟练掌握。

approach 在这里作动词，义为“对待，处理” (to deal w ith a situation or problem in a particular way) ，相当于 deal with sth 。
a broad / wide range of sth 指“各种各样的，广泛的”比如大学提供了各种各样的课程： The college offers a wide range of courses.
conventional 指“传统的，习惯的”，我们在上一篇文章也遇到过它的反义词 unconventional 以及名词形式 convention ，再回顾一下原文： The decision to quit a senior position to look for a better one is unconventional. 辞去高管的职位，去寻求更高的职位并不是传统的决策。
✏️ 今昔对比是外刊也是考研阅读常见的开篇方式，比如我们精讲过的 2010 Text 2 ：

Over the past decade , thousands of patents have been granted for what are called business methods.

Now the nation’s top patent court appears completely ready to scale back on business- method patents, which have been controversial ever since they were first authorized 10 years ago.
再比如《经济学人》一篇关于武汉经济的文章也采用了今昔对比的开篇方式：

Just a few years ago Wuhan, a sprawling metropolis in the middle reaches of the Yangtze River, exemplified China’s economic woes.

These days , the city of 11m stands as a monument to China’s resilience.
再比如 2008 Text 2 的开头： It used to be so straightforward. ... No longer. The Internet–and pressure from funding agencies, who are questioning why commercial publishers are making money from government-funded research by restricting access to it–is making access to scientific results a reality.
结构与本文十分相似。大家在复习备考的时候多分析多总结，就会发现文章的行文结构有固定的“套路”，题目的正确答案和干扰项也有规律可循。

过去，成功的市场营销的大致准则是你花钱买的你想要的东西。然而时过境迁。虽然像电视广告和平面广告之类的传统“付费”媒体仍然扮演主要角色，公司如今却有了很多替代媒体可以利用。热衷于某种产品的消费者可能自愿将产品推荐给朋友，从而创造出“赢得”媒体；公司可以通过电子邮件给网站注册用户发送产品和促销信息，从而充分利用“自有”媒体。现在消费者的购买决策过程意味着市场营销的影响来自于传统付费媒体之外的众多因素。

第二段比较长，我们切成两部分来讲解。

① Paid and owned media are controlled by marketers promoting their own products. ② For earned media, such marketers act as the initiator for users’ responses. ③ 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. ④ 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.

📒语篇分析：① ②句概括性地介绍了三种媒体形式：付费媒体 (paid media) ，自有媒体 (owned media) 和赢得媒体 (earned media) 。③句交代 owned media 和 paid media 之间的关系。④句说明出售媒体的概念和特点。
initiator 指“发起人；创始人” (the person who starts sth) 。再补充一些同源词汇：

initiate 为动词，指“发起” (to make sth begin) 。
initiative 为名词，指“倡议”，比如我们的一带一路就称为 The Belt and Road Initiative

考研英语真题精读：新媒体的兴起|2011 Text 3

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