秋季阅读提分1笔记

时间相反原则Theroughguidetomarketingsuccessusedtobe现在不了thatyougotwhatyoupaidNolonger.While对比让步traditional“paid”media—suchas evisioncommercials（n.）andprintadvertisements–stillyamajorrole,companiestodaycanexploitmanyalternativeConsumersaboutaproductmaycreate“earned”mediabywillinglypromotingittofriends,andamayleverage“owned”mediabysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWebsite.Thewayconsumersnowapproachtheprocessofmakingpurchasedecisionsmeansthatmarketing’simpactstemsfromabroadrangeoffactorsbeyondconventionalpaidmedia.Paidandownedmediaarecontrolledbymarketerspromotingtheirownproducts.Forearnedmedia,suchmarketersactastheinitiatorforusersresponses.Butinsomecases,onemarketer’sownedmedia eanothermarketer’spaidmedia–forinstance,whenan merceretailersellsadspace( 位)onitsWebsite.Wedefinesuch(指上面)soldmediaasownedmediawhosetraffic流量issostrongthatotherorganizations cetheircontentor merceengineswithinthatenvironment.Thistrend,whichwebelieveisstillinitsinfancy,effectivelybeganwithretailersandtravelproviderssuchasairlinesandhosandwillnodoubtgofurther.Johnson&Johnson,forexample,hascreatedBabyCenter,astand-alonemediapropertythatpromotescomplementaryandevencompetitiveproducts.Besidesgenerating e,thepresenceofothermarketersmakesthesiteseemobjective,givescompaniesopportunitiestolearnvaluableinformationabouttheappealofothercompanies’marketing,andmayhelpexpandusertrafficforallcompaniesconcerned.Thesamedramatictechnologicalchangesthathaveprovidedmarketerswithmore(anddiverse)communicationschoiceshavealsoincreasedtheriskthatpassionateconsumerswillvoicetheiropinionsinquicker,morevisible,andmuchmoredamagingways.Suchhijackedmediaaretheoppositeofearnedmedia:anassetorn eshostagetoconsumers,otherstakeholders,oractivistswhomakenegativeallegationsaboutabrandorproduct.Membersofsocialnetworks,forinstance,arelearningthattheycanhijackmediatoapplypressureonthebusinessesthatoriginallycreatedthem.Ifthathappens,passionateconsumerswouldtrytopersuadeotherstoboycottproducts,puttingthereputationofthetarget atrisk.Insuchacase,the’sresponsemaynotbesufficientlyquickorthoughtful,andthelearningcurvehasbeensteep.ToyotaMotor,forexample,alleviatedsomeofthedamagefromitsrecallcrisisearlierthisyearwitharelativelyquickandwell-orchestratedsocial-mediaresponsen,whichincludedeffortstoengagewithconsumersdirectlyonsitessuchas andthesocial-newssiteDigg.Consumersmaycreate whentheyareobsessed(痴迷)withonline atcertainWebinspiredbyproduct-promotinge-mailssenttothem.（and前后拼凑eagertohelptheirfriendspromotequalityenthusiastic mendingtheirfavoriteproducts.（同义改写，词汇AccordingtoParagraph p2细节 定语从句、adj修判断依据单词（this,that,those）+such+n.[A]asafebusinessenvironment. [B]randomcompetition. [C]strongusertraffic. flexibilityinorganization.TheauthorindicatesinParagraph3thatearnedinviteconstantswithpassionateconsumers. [B]canbeusedtoproducenegativeeffectsinmarketing.[C]mayberesponsibleforfiercercompetition. [D]deserveallthenegativecommentsaboutthem.ToyotaMotor’sexperienceiscitedasanexamplerespondingeffectivelytohijackedmedia. [B]persuadingcustomersintoboycottingproducts.[C]cooperatingwithsupportiveconsumers. [D]takingadvantageofhijackedWhichofthefollowingisthetextmainly betweenhijackedandearnedmedia.Popularityofownedmedia.CD只讲一种，123题干2种 Usedto,nolonger,while,today,nowEg.200802Itusedtobesostraightforward.Ateamofresearchersworkingtogetherinthelaboratorywouldsubmittheresultsoftheirresearchtoajournal.Ajournaleditorwouldthenremovetheauthor’snamesandaffiliationsfromthepaperandsendittotheirpeersforreview.Dependingonthecommentsreceived,theeditorwouldacceptthepaperforpublicationordeclineit.Copyrightrestedwiththejournalpublisher,andresearchersseekingknowledgeoftheresultswouldhavetosubscribetothejournal.Nolonger.TheInternet—andpressurefromfundingagencies,whoarequestioningwhycommercialpublishersaremakingmoneyfrom ernment–fundedresearchbyrestrictingaccesstoit—ismakingaccesstoscientificresultsareality.TheOrganizationforEconomicCo-operationandDevelopment(OECD)hasjustissuedareportdescribingthefar-reachingconsequencesofthis.Thereport,byJohnHoughtonofVictoriaUniversityinAustraliaandGrahamVickeryoftheOECD,makesheavyreadingforpublisherswhohave,sofar,madehandsomeprofits.Butitgoesfurtherthanthat.Itsignalsachangeinwhathas,untilnow,beenakeyelementofscientificendeavor.Thevalueofknowledgeandthereturnonthepublicinvestmentinresearchdepends,inpart,uponwidedistributionandreadyaccess.Itisbigbusiness.（InAmerica,thecorescientificpublishingmarketisestimatedatbetween$7billionand$11billion.TheInternationalAssociationofScientific,TechnicalandMedicalPublisherssaysthattherearemorethan2,000publishersworldwidespecializinginthesesubjects.Theypublishmorethan1.2millionarticleseachyearinsome16,000journals.）Thisisnowchanging.AccordingtotheOECDreport,some75%ofscholarlyjournalsarenowonline.Entirelynewbusinessmodelsareemerging;threemainoneswereidentifiedbythereport’sauthors.Thereistheso-calledbigdeal,whereinstitutionalsubscriberspayforaccesstoacollectionofonlinejournaltitlesthroughsite-licensingagreements.Thereisopen-accesspublishing,typicallysupportedbyaskingtheauthor(orhisemployer)topayforthepapertobepublished.Finally,thereareopen-accessarchives,whereorganizationssuchasuniversitiesorinternationallaboratoriessupportinstitutionalrepositories.Othermodelsexistthatarehybridsofthesethree,suchasdelayedopen-access,wherejournalsallowonlysubscriberstoreadapaperforthefirstsixmonths,beforemakingitlyavailabletoeveryonewhowishestoseeit.Allthiscouldchangethetraditionalformofthepeer-reviewprocess,atleastforthepublicationofpapers.WhichofthefollowingbestsummarizestheTheInternetisposingathreattopublishers. [BAnewmodeofpublicationis e（中式推理✘）thenewchannelforpublication.（时间对比）PublicationisrenderedeasilybyonlineOfallthecomponentsofagoodnight’ssleep,dreamsseemtobeleastwithinourcontrol.Indreams,awindowopensintoaworldwherelogicissuspendedanddeadpeoplespeak.Acenturyago,Freudformulatedhisrevolutionarytheorythatdreamswerethedisguisedshadowsofourunconsciousdesiresandfears;bythelate1970s,（专家，学者看不懂）neurologistshadswitchedtothinkingofthemasjust“mentalnoise”—therandombyproductsoftheneural-repairwork（蓝色的看不懂）thatgoesonduringsleep.Now(时间相反，我们考察now后面)researchers （认为，肯定）thatdreamsarepartofthemind’semotionalthermostat,regulatingmoodswhilethebrainis“off-line.”Andoneleadingauthoritysaysthattheseintenselypowerfulmentaleventscanbenotonlyharnessedbutactuallybroughtunderconsciouscontrol,tohelpussleepandfeelbetter.“It’syourdream,”saysRosalindCartwright,chairofpsychologyatChicago’sMedicalCenter.“Ifyoudon’tlikeit,changeit.”Evidencefrombrainimagingsupportsthisview.ThebrainisasactiveduringREM(rapideyemovement)sleep—whenmostvividdreamsoccur—asitiswhenfullyawake,saysDr.EricNofzingerattheUniversityofPittsburgh.Butnotallpartsofthebrainareequallyinvolved;thelimbicsystem(the“emotionalbrain”)isespeciallyactive,whiletheprefrontalcortex(thecenterofinlectandreasoning)isrelativelyquiet.“Wewakeupfromdreamshappyordepressed,andthosefeelingscanstaywithusallday.”saysStanfordsleepresearcherDr.WilliamDement.ThelinkbetweendreamsandemotionsshowsupamongthepatientsinCartwright’sclinic.Mostpeopleseemtohavemorebaddreamsearlyinthenight,progressingtowardhappieronesbeforeawakening,suggestingthattheyareworkingthroughnegativefeelingsgeneratedduringtheday.Becauseourconsciousmindisoccupiedwithdailylifewedon’talwaysthinkabouttheemotionalsignificanceoftheday’sevents—until,itappears,webegintodream.Andthisprocessneednotbelefttotheunconscious.Cartwrightbelievesonecanexerciseconsciouscontroloverrecurringbaddreams.Assoonasyouawaken,identifywhatisupsettingaboutthedream.Visualizehowyouwouldlikeittoendinstead;thenexttimeitoccurs,trytowakeupjustenoughtocontrolitscourse.Withmuchpracticepeoplecanlearnto,li lly,doitintheirsleep.Attheendoftheday,there’sprobablylittlereasontopayattentiontoourdreamsatallunlesstheykeepusfromsleeor“wewakeupinapanic,”Cartwrightsays.Terrorism,economicuncertaintiesandgeneralfeelingsofinsecurityhaveincreasedpeople’sanxiety.Thosesufferingfrompersistentnightmaresshouldseekhelpfromathe.Fortherestofus,thebrainhasitswaysofworkingthroughbadfeelings.Sleep—orratherdream—onitandyou’llfeelbetterinthemorning.Researchershavecometo（现在开始认为）believethat canbemodifiedintheiraresusceptibletoemotionalreflectourinnermostdesiresandarea eofneuralrepairsCDByreferringtothelimbicsystem,theauthorintendsto itsfunctioninour [B]themechanismofREM[C]therelationofdreamsto [D]itsdifferencefromtheprefrontalThenegativefeelingsgeneratedduringthedaytend aggravateinourunconscious [Bdevelopintohappydreams✘happier（比较慎选[C]persisttillthetimewefall [D]showupindreamsearlyatWhenprehistoricmanarrivedinnewpartsoftheworld,somethingstrangehappenedtothelargeanimals:theysuddenlybecameextinct.Smallerspeciessurvived.Thelarge,slow-growinganimalswereeasygame（猎物）andwerequicklyhuntedtoextinction.Nowsomethingsimilarcouldbehappeninginthe31.Theextinctionoflargeprehistoricanimalsisnotedtosuggest

largeanimalswerevulnerabletothechangingsmallspeciessurvivedaslargeanimalsdisappeared✘Smaller(选项中的比较慎选largeseaanimalsmayfacethesamethreatslow-growingfishoutlivefast-growingDuringthepastgeneration,theAmericanmiddle-classfamilythatoncecouldcountonhardworkandfairytokeepitselffinanciallysecurehasbeentransformedbyeconomicriskandnewrealties.Nowapinkslip,abaddiagnosis,oradisappearingspousecanreduceafamilyfromsolidlymiddleclasstonewlypoorinafewmonths.Whichofthefollowingisthe forthis P1时间预判,TheMiddleClassonthe [BTheMiddleClassonthe BC[C]TheMiddleClassin [D]TheMiddleClassinRuinsItisawisefatherthatknowshisownchild,buttodayamancanboosthispaternal(fatherly)wisdom—oratleastconfirmthathe’sthekid’sdad.Allheneedstodoissout$30forpaternitytestingkit(PTK)athislocaldrugstore—andanother$120togettheresults.30.Anappropriatetitleforthetextismostlikelyto P1[A]ForsandAgainstsofDNA [B]DNATestingandIts[C]DNATestingOutsidethe [D]LiesBehindDNAWhateverhappenedtothedeathofnewspaper?Ayearagotheendseemednear.TherecessionthreatenedtoremovetheadvertisingandreadersthathadnotalreadyfledtotheInternet.NewspapersliketheSanFranciscoChroniclewerechroniclingtheirowndoom.America'sFederalTrade（ ）Commissionlaunchedaroundoftalksabouthowtosavenewspapers.Should echaritablecorporations?Shouldthestatesubsidizethem?Itwillholdanothermeetingsoon.Butthediscussionsnowseemoutofdate.（表否定）Themostappropriatetitleforthistextwould AmericanNewspapers:GonewiththeWindAmericanNewspapers:AThrivingAmericanNewspapers:AHopelessStoryInanessayentitled“MakingItinAmerica”,theauthorAdamDavidsonrelatesajokefromcottoncountryaboutjusthowmuchamoderntextilemillhasbeenautomated:Theaveragemillhasonlytwoemployeestoday,“amanandadog.Themanistheretofeedthedog,andthedogistheretokeepthemanawayfromthemachines.”Davidson'sarticleisoneofanumberofpiecesthathaverecentlyappearedmakingthepoint直击要害thatthereasonwehavesuchstubbornly（顽固）highunemploymentanddeclining estodayisalsobecauseoftheadvancesinbothglobalizationandtheinformationtechno