判断题公文是可以任意撰写的文种（阅读真题D392011.Text3）

（2/4）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.

-营销人员通过付费和自有媒介推销其产品，而在“无偿”媒介方面，营销人员就像是触发用户响应的初始催化剂。在某些情况下，某营销者的自有媒介会成为另一个营销者的付费媒介。比如，当某电子商务零售商出售其网站的广告空间时，我们就将这种“售出”媒介定义为拥有巨大流量、以致其他机构纷纷前来投放内容或电子商务引擎的自有媒介。我们认为，这种趋势已蓬勃发端于零售商和航空、酒店等旅游供应商，虽然还处于初始阶段，但无疑可以走得更远。比如，强生公司创建了著名网站BabyCenter，借以推广互补性乃至竞争性产品，而其他营销者的出现不仅带来了收入，还令该网站看起来公正客观，并且使企业有机会从其他公司的营销活动中获得可贵的信息，最后还有助于扩大所有相关企业的用户流量。

（3/4）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.

-剧烈的技术变革使营销人员获得了数量更多、种类更广的沟通选择，但同时也带来了更高的风险，因为激动的消费者能够以更迅速、更明显、更有害的方式来表达他们的意见。这就是与“无偿”媒介相对的“劫持”媒介：某项资产或活动变成了对某个品牌或产品不满的消费者、其他股东或积极分子的劫持物。比如，社交网络用户正领悟到，他们可以通过“劫持”媒介来对最初创建该媒介的企业施加压力.

-如果那种事情发生，激动的消费者试图劝服其他人共同抵制两家公司的产品，从而危及企业声誉。当这种事情发生的时候，如果企业的回应不够快或不够好，那么就可能酿成悲剧。比如，在今年较早前发生的召回危机中，丰田汽车公司采取了较快且较有序的社交媒体回应行动，包括在Twitter和社会新闻网站Digg等网站上与客户进行直接交流，从而挽回了部分损失。

【答案】D

【考点】具体信息题

【解析】Consumers passionate... to friends同义改写了一下，把passionate about a product 和by willingly promoting it to friends变成了when they are这样答案就直接指向了：enthusiastic about recommending their favorite products.这样的同意改写在表达方式上变了但是核心含义没有发生改变还是对语言多样性的考察。注意C错在help their friends。

32.According to Paragraph 2, sold media feature____.

[A] a safe business environment

[B] random competition

[C] strong user traffic

[D] flexibility in organization.

32.根据文章第2段内容，出售媒体具有的特征是

[A] 安全的商业环境

[B] 自由竞争

[C] 强大的用户流量

[D] 组织灵活

【答案】C

【考点】具体信息题

【解析】根据题干关键词sold media回文定位：We define such ...within that environment.我们就将这种“售出”媒介定义为拥有巨大流量、以致其他机构纷纷前来投放内容或电子商务引擎的自有媒介。理解清楚答案：traffic除了有交通的意思外还有流量的意思是相对关键的。这题的难度是很多同学不知道traffic有流量的意思。

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.

33.作者在第三段表明，“免费”媒体

[A] 导致不断与热情的消费者产生冲突

[B] 可能会被用来制造对营销不利的负面影

[C] 可能会造成更激烈的竞争

[D] 应该受到所有这些负面的批评

【答案】B

【考点】具体信息题

【解析】回文章定位：Such hijacked media are the opposite of earned media:Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them。第二句中的they can hijack media，此处的的media就是earned media 。当它被劫持后就变成了hijacked media，进而成为了earned media 的反面那就是产生不利的影响。

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.

34.文中引用丰田汽车公司的例子，旨在说明

[A] 有效地回应被劫持利用的媒体

[B] 劝说消费者抵制产品

[C] 与支持自己的消费者合作

[D] 利用被劫持的媒体

【答案】A

【考点】例证题

【解析】例证一定是为了某个观点服务的,这个例子对应的观点：In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. 当这种事情发生的时候，如果企业的回应不够快或不够好，那么就可能酿成悲剧.按照惯性，丰田这次就应该是酿成杯具了.但是出题人没有给出丰田杯具了的答案，因为他们也知道这样出题不符合常规且不人道.考生在这个时候可能会慌张，准备认真读例子了，但是有个单词不认识alleviated到底是表示加剧还是表示减轻呢？继续往后看，with a relatively quick and well-orchestrated social-media response campaign这说明他们的措施是得到的，所以应该是减轻.再回看前面的那一句：如果企业的回应不够快或不够好，那么就可能酿成悲剧.那么就说明丰田的例子在从好的方面例证他，也就是要是处理好了就不会有杯具.对应第一和第四个选项，两个选项区别很明显一个是被动回应，一个是主动利用这样就可得出答案：A

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.

35.以下哪一项是本文讨论的主要内容？

[A] 与传统收费媒体对应的其他媒体形式

[B] 被劫持媒体和免费媒体之间的冲突

[C] 被劫持媒体的支配地位

[D] 免费媒体的普遍性

【答案】A

【考点】主旨大意题

【解析】这篇文章是说明性质的议论文，后面三个选项都只是涉及到文中说的一个细节，只有A中的Alternatives 包括了所有文章提到的几种传媒形式。Ａ更符合我们说的全面原则。另外这个文章在earned, paid, owned, sold, hijecked等几个媒体形式之间没有明显的强调哪一个，也无法根据重点原则突出哪一个。所以其他选项就过于细节片面了。