英语阅读理解(时文广告)易错剖析及解析

英语阅读理解

(

时文广告

)

易错剖析及解析

一、高中英语阅读理解时文广告类

1

．

阅读理解

A Christmas Carol

was written by Charles Dickens. The first 6,000 copies of the book were sold

out in a week. And the book has inspired many plays and movies. The first play was put on in

1844. The first two movies were silent films made in 1901 and 1908. Since then, the story has

been remade more than 60 times for television and cinema. What makes such a tale so attractive?

Audiences have always loved a good plot, a villain(

反面人物

) who harms other people or breaks

the law, and the ending of right over wrong. The book offers all three.

The book tells the story of a man named Ebenezer Scrooge. He is mean and cruel(

残忍的

) to

his clerk and turns away his only living relative. One night, Scrooge is visited by three spirits. The

first shows scenes from Scrooge's youth that led to this present state. The second takes him to

the homes of his clerk and his nephew. Here Scrooge sees that people can be happy without lots

of money. The spirit also shows him the desperate poor people of London. The third spirit shows

Scrooge will die alone, and no one will care if he continues to live as he has. At last the message is

understood, and Scrooge repents. He becomes generous and caring to all around him, especially

to his clerk's sick son, Tiny Tim.

Every year, thousands of people watch

A Christmas Carol.

Why? They may be touched by its

lessons on the true meanings of wealth and happiness. They may enjoy the special effects and

feelings or watching every year may be just a habit. Viewers never seem to grow tired of the old

miser(

守财奴

), Scrooge, and his dramatic message of hope and change.

（

1

）

What do we know about the book

A Christmas Carol

?

was written in the early 19

th

century.

s completed the book in a week.

has been adapted for cinema and television.

didn't attract readers when published for the first time.

（

2

）

The third spirit shows Scrooge .

he will die and who will care about him

others care about his present life

and how he will die alone

his future life will be like

（

3

）

The underlined part

e feels sorry for what he has done

e does things as he did before

e is angry with the three spirits

e gives the three spirits a hand

【答案】

（

1

）

C

（< /p>

2

）

D

（

3

）

A

【解析】

【分析】本文是一篇应用文 ，叙述了狄更斯的出名作品《圣诞颂歌》，介绍了它

的主要内容。这本书被改变成多部电 视剧和电影，很受人们的欢迎。

（

1

）考查细节理解。根据第一段中的

“ Since

then, the

story

has

been remade

more

than 60

times for television and

cin ema.”

可知，它被改编成电视剧和电影。故选

C

（

2

）考查推理判断。根据第二段中的

“The third spirit shows Scrooge will die alone...”

第三个精灵向他展示他将孤独地死去。由此可以推断出，第三个精灵 把他带入了一个未来

的世界，让他看到未来自己的结局。故选

D

。

（

3

）考查词义猜测。根据第二段中的

“He

becomes

generous

and

caring

to

all

around

him,

especially to his clerk's s

ick son, Tiny Tim.”

吝啬鬼改变了以前 的做法，他感觉以前的做法对不

住人，后悔以前所做的一切。故选

A

。

【 点评】本题考点涉及细节理解，词义猜测和推理判断三个题型的考查，是一篇介绍类阅

读 ，考生需要准确捕捉细节信息，同时根据上下文的逻辑关系，进行分析，推理，从而选

出 正确答案。

2

．

阅读理解

The rough guide to marketing success used to be that you got what you paid for. No longer.

While

traditional,

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

company

may

leverage

media

by

sending

e-mail

alerts

about

products

and

sales

to

customers

registered

with

its

Web

site.

The

way

consumers

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 reavel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson,

for

example,

has

created

Baby

Center,

a

stand- along

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.

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

business that originally created them.

If

that

happens

passionate

consumers

would

try

to

persuade

others

to

boycott

products,

putting the reputation of the target company at risk. In such a case, the company'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

well- orchestrated

social-media response

campaign,

which

included

efforts

to

engage

with consumers directly on sites such as Twitter and Facebook.

（

1

Consumers may create

A. obsessed with online shopping at certain Web sites

B. inspired by product-promoting e-mail sent to them

C. eager to help their friends promote quality products

D. enthusiastic about recommending their favorite products.

（

2

）

The author indicates in Para. 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

（

3

）

Toyota Motor's experience is cited as an example of ________.

A. responding effectively to hijacked media

B. persuading customers into boycotting product

C. cooperating with supportive consumers

D. taking advantage of hijacked media

【答案】

（

1

）

D

（< /p>

2

）

B

（

3

）

A

【解析】

【分析】本文是一篇应用文 ，介绍了有关

earned

media(

口碑媒体

)

、

Hijacked

Media

（劫持媒体）、

paid media

（自有媒体）的概念和特点。

（

1

）考查 细节理解。根据第一段中的

“Consumers

passionate

about

a

product

may

create

“earned” media by willingly promoting it to friends”

可知，对产 品充满热情的消费者可能会通

过主动向朋友推销产品来创造

“< /p>

口碑

”

媒体。故选

D

。

（

2

）考查推理判断。根据第三段可知，剧烈的技术变革为营销人 员提供了越来越多的交

流选择，但同时也增加了这样一种风险，即热情的消费者会以更快 、更明显、更具破坏性

的方式表达自己的观点。这种被劫持的媒体是口碑媒体的对立面： 一项资产或活动成为消

费者、其他利益相关者或对某个品牌或产品提出负面指控的活动人 士的人质。例如，社交

网络的成员正在明白他们可以劫持媒体，对最初创建它们的企业施 加压力。由此可知，当

口碑媒体被某些人所劫持，转化为劫持媒体的时候，就会影响企业 ，从而对企业营销产生

不利的影响。故选

B

。

（

3

）考查推理判断。根据倒数第二段对于

“

劫持媒体

”

的介绍和最后一段中的

“If

that

happens

passionate

consumers

would

try

to

persuade

others

to

boycott

products,

putting

the

reputation

of

the

target

company

at

risk.

In

such

a

case,

the

company's

response

may

not

be

sufficiently quick or

thoughtful, and the learning curve has been steep.”

可知，如果发生（劫持

媒体）这种情 况，热情的消费者会试图说服他人抵制产品，从而使目标公司的声誉面临风

险。在这种情 况下，公司的反应可能不够迅速或周到，那么公司就会变得很困难。而下文

以