高考英语专题汇编阅读理解(时文广告)(一)

（英语）高考英语专题汇编阅读理解（时文广告）（一）（1）

一、高中英语阅读理解时文广告类

1.阅读理解

1.AdmissionandSchoolPolicies

Theenrollment（注册）ofapupiltothe

SchoolissubjecttotheSchool'sAdmission4.Fees

andEntrypoliciesandotherpoliciesandSchoolFeesarelistedontheFeeScheduleand

proceduresrevisedbytheSchoolfromtimevaryfromtimetotime.Afullterm'stuitionmust

totime.bepaidforanytermduringwhichthepupilIsIn

2.WithdrawalbyParent/Guardianattendanceregardlessofthenumberofdays

Ifaparent/guardiandesirestowithdrawaattended.Iftuitionfeeshavenotbeenpaid,the

childforanyreasonfromtheschool,thatRefundableDepositshallbeusedtopaythe

parent/guardianshallgiveaminimumofsixtuitionfeesandtheparents/guardiansremain

weekswrittenwithdrawalnoticetotheresponsiblefortherest.TheSchoolreservesthe

School.Noticereceivedduringaschoolrighttoexclude（开除）apupiliftuitionorother

holidaywillbeconsideredtohavebeenfeesarenotpaidinfullbytheduedate.

receivedonthefirstdayofthefollowing

term.

3.RefundableDeposit（押金）

5.Terminationbytheschool

Whenapupilisofferedaplacetheparent/

Theschoolmayterminate（终止）thisagreement

guardianshallimmediatelypaytherequired

whenpermanentexclusionorremovalis

RefundableDeposit.Thisistosecure

required.TheSchoolshallnottakesuchaction

enrollmentattheSchooluntilthetermlyor

withoutgoodcauseandfullconsultationwith

annualfeeshavebeenpaid.TheRefundable

parents/guardiansandthepupil.Parents/

Depositisrefundable,andshallbewithout

guardianshavetherighttoappealonadecision

interestandwithouttakingintoaccount

topermanentlyexcludeapupil.

changesinexchangerates.

（1）Howlonginadvanceshouldawrittenwithdrawalnoticebegiven?

A.Awholeholiday.

B.Atleastsixweeks.

C.Awholeterm.

D.Atleastoneday.

（2）Whatdoweknowabouttuitionfees?

A.Theymustbefullypaid.

B.Theystaythesameeveryyear.

C.Theyvarywiththenumberofdaysattended.

D.Theycan'tbepaidwiththerefundabledeposit.

（3）Inwhichsectionofaschool'sbrochuremightthetextappear?

A.StudyTips.

B.ApplicationProcedures.

C.TermsandConditions.

□.FrequentlyAskedQuestions.

【答案】(1)B

(2)A

(3)C

【解析】【分析】本文是一篇应用文，介绍了一所学校的入学及学校政策、退学、押金和

学费等细则条款。

(1)考查细节理解。根据2.WithdrawalbyParent/Guardian部分中的“Ifaparent/guardian

desirestowithdrawachildforanyreasonfromtheschool,thatparent/guardianshallgivea

minimumofsixweekswrittenwithdrawalnoticetotheSchool."如家长/监护人因任何原因欲

将子女退学，须最少提前六星期向学校发出书面退学通知，可知退学通知书应至少提前六

周发出。故选

(2)考查细节理解。根据4.Fees部分中的“Afullterm'stuiticnmustbepaidforanyterm

duringwhichthepupilisinattendanceregardlessofthenumbercfdaysattended.”无论学生上

课的天数多少，在任何学期，都必须支付一个学期的学费，可知学费必须全额支付。故选

A“

(3)考查推理判断。纵观全文可知，本文介绍了一所学校的入学及学校政策、退学、押

金和学贽等细则条款。可知文章最有可能出现在学校宣传加的条款及细则部分。故选C。

【点评】本题考点涉及细节理解和推理判断两个题型的考查，是一篇介绍类阅读，考生需

要准确捕捉细节.信息。并根据上下文进行逻辑推理，从而选出正确答案。

2.阅读理解

Uncoversecretsoftheworld'soldestcivilizationsandseenaturalwondersthatwilltakeyour

breathaway.Throughourtoursyou'llencounterwildanimals,seeunbelievablelandmarksand

experiencethelocaltraditionscfnativetribes(部落).

GrandMorocco

From$259913days

UnitingNorthAfricancultureandFrenchflavorinharmony,Moroccoattractstouristswithits

old-worldtraditionsandsplendidlandscapes.OurMoroccotourfromtheU.S.containsmust-see

destinations.And,ifyoulike,anoblecamelwilltakeyouonanunforgettablerideduringafull­

daySaharaDeserttrip.You'llalsohavetimetoexperiencethecountry'sdelightfulcustoms.

DeluxeDubai&AbuDhabi

From$22999days

Ifyouappreciatebigandstriking,considerthisDubaiandAbuDhabitourpackagefromtheU.

S.Thankstoenormouswealthduetoitsoilreserves,theUAE'slargestemirate(酋长国)has

transformedintoanimpressivedestinationyouhavetoseetobelieve.DramaticDubaiis

developingrapidlytoo.It'sbecomeatrulyglobal,opensocietyv/herevisitorsareabsorbedin

excitingpossibilities.Experienceallofthemust-sees,asyourguideprovidescontext,diningideas

andpersonalizedtipsonmaximzingyourfreetime.

CapeTown&SafariExpress

From$19999days

IfSouthAfricaisoneofthemanydestinationsonyourwish1st,ourCapeTownandSafari

packagefromNewYorkCityisaverysmartchoice.Thetourincludesthreefulldaysinthisport

city,whereyoucanbookextraordinaryoptionaltoursthatshowsouthAfrica'sincrediblediversity.

Discoverthelong-lastinglegacy(遗产)ofNelsonMandela,explorethescenicWinelandsoreven

gosharkcagedivingifyoudare!

(1)WhatwillyoudoonGrandMoroccotour?

A.HavedeliciousFrenchfood.

B.Experiencemixedcultures.

C.WalkacrossSaharaDesert.

D.Enjoythemoderncivilization.

(2)WhyisAbuDhabisowealthy?

A.Fortheamountofoil.

B.Foritsspeciallocation.

C.Forthetouristdestinations.

D.Foritspersonalizedservices.

(3)Onwhichtourcanyouexperiencealladventurousactivity?

A.SaharaDesert.

B.GrandMorocco.

C.DeluxeDubai&AbuDhabi.

D.CapeTown&SafariExpress.

【答案】(1)B

(2)A

(3)D

【解析】【分析】本文是一篇应用文，介绍了可以揭开世界上最古老文明的秘密，观赏自

然奇观的大摩洛哥、迪拜和开普敦和野生动物园快车三处旅行的具体活动内容和收费。

(1)考查细节理解。根据GrandMorocco部分中的“UnitingNcrthAfricancultureandFrench

flavorinharmony,Moroccoattractstouristswithitsold-worldtraditionsandsplendid

landscapes.〃大摩洛哥融合了北非文化和法国风味，得知你可以在大摩洛哥体验到混合的文

化。故选B。

(2)考查细节理解。根据DeluxeDubai&AbuDhabi部分中的“Thankstoenormouswealth

duetoitsoilreserves,theUAE'slargestemirate(酋长国)hastransformedintoanimpressive

destinationyouhavet。seet。believe."可知迪拜以丰富的石油而富裕。故选A。

(3)考查细节理解。根据CapeTown&SafariExpress部分中的“Discoverthelong-lasting

legacy(遗产)ofNelsonMandela,explorethescenicWinelandsorevengosharkcagediving.,if

youdare!wnJ知CapeTown&SafariExpress你nJ以体验到冒险的经历，和装在笼子里的鲨鱼

一起潜水。故选Do

【点评】本题考点涉及细节理解题型的考查，是一篇介绍类阅读，考生需要准确捕捉细节

信息，并结合题目要求，从而选出正确答案。

3.阅读埋解

Morethangreatdrinks,greatrewards

EnjoyallthebenefitsandmorewithyourmembershiptoourLoyaltyProgram!

Wheneveryoupaywithyourmembershipaccount,you'llearnaStar.

CollectmoreStars,earnmorerewards.

Threewavstojoinus

BuyaStarbucksCardhandytocreateanaccount

TrackyourStarsonlineorthroughthemobileapp,andwe'llseneanemailwhenyou'veearned

areward.

Youcanalsojoinfromyourphone.

DownloadtheStarbucksApp.

Oneofthemostexcitingbenefitsofbeingamemberisusingourmobileappto:payfor

purchases;viewyourStarsandrewards;accessiTunesPickoftheWeek;seecurrentoffers.

Oryoucanjoinwithspeciallymarkedcoffeepurchasedatthegrocerystore.

EnteryourStarcode(limit:2perday)

LookfortheStarcodesymbolonspeciallymarkedStarbucksproductswhereyoubuygroceries.

ThreelevelswithincreasinRlygreaterrewards

ToreacheachlevelinourLoyaltyProgram,youneedtocollectmoreStars.(Remember:toearn

aStar;youmustpaywitharegisteredStarbucksCard.)

Welcomelevel

Toearnyourfirstrewards,justregisteraStarbucksCard.

Birthdaydrinkortreatonus,birthdaycoupon(优惠券)for15%offapurchaseat

StarbucksS.

Greenlevel

Collect5Starswithin12monthsandyou'llbeintheGreenlevel.

WhatisincludedintheWelcomelevelplus

Freein-storerefills(续杼;)onhotoricedbrewedcoffeeortea

Goldlevel

Collect30Starswithin12monthsandyou'llbeattheGoldlevel.

WhatisincludedintheGreenlevelplus

Afreefoodordrinkitemafteranother12Starsearned

PersonalizedGoldCard

(1)Whichofthefollowingisawayyoucanapplyformembership?

A.ToupdatetheStarbucksApp.

B.Tocollect5starswithin12month.

C.TosendanemailtoStarbucksS.

D.ToenteraStarcodefromspeciallymarkedStarbucksproducts.

(2)WithaStarbucksCardofGreenlevel,youwillget.

A.afreedrinkitemB.freein-storerefills

C.personalizedGoldCardD.allpurchases15%off

(3)WhichofthefollowingstatementsisTRUE?

A.ToearnaStar,youmustpaybycreditcard.

B.YoucanenteryourStarcodethreetimesaday.

C.WiththeStarbucksApp,youcanviewcurrentoffers.

D.ForWelcomelevel,youcanrefillicedbrewedcoffeeortea.

【答案】(1)D

(2)B

(3)C

【解析】【分析】本文是一篇应用文，是星巴克做的一个广告宣传。主要介绍了银星级会

员、绿色会员和金星级会员等供人们选择，并鼓励人们成为会员。

(1)考查细节理解。文章第二个黑色小标题"Threewaystojon三种方式加入我们，下

列出了可以申请星巴克会员的三种方式，分别是：买张会员卡开个账户：通过手机上的

APP申请加入；在便利店买带有星巴克标志的产品，找到星巴克密码标志。所以通过输入

在便利店买的带有星巴克标志的产品上的星巴克密码是一种成为星巴克会员的方式。故选

Do

(2)考查细节理解。根据Greenlevel部分中的“Freein-storerefills(续柏onhotoriced

brewedcoffeeortea”可以在店内免费续杯热的、冰的点好的咖啡或茶，可知，成为星巴克

绿色会员，就可以免费续杯。故选丸

(3)考杳细节理解。根据"Oneofthemostexcitingbenefitsofbeingamemberisusingour

mobileappto:payforpurchases;viewyourStarsandrewards;accessiTunesPickoftheWeek;

seecurrentoffers.”可知，通过手机APP申请会员有以下几大好处：手机支付、查看你的星

级与奖励、可以听iTunes本底最佳选择、查看订单进度。故选C。

【点评】本题考点涉及细节理解题型的考查，是一篇广告类阅读，考生需要准确捕捉细节

信息，并结合题目要求，从而选出正确答案。

4.阅读理解

YellowstoneNationalParkistheflagshipoftheNationalParkServiceandafavoritetomillions

ofvisitorseachyear.Theparkisamajordestinationforallmembersofthefamily.Bydrivingthe

grandlooproad,visitorscanviewtheparkfromthecomfortoftheirvehicleandalsotakearest

atoneofthemanyroadsidepicnicareas.

Howmuchistheentrancefee?

$25-Private,noncommercialvehicle;

$20-Motorcycleorsnowmobile(winter);

$12-Visitors16andolderenteringbyfoot,bike,ski,etc.

Thisfeeprovidesthevisitorwitha7-dayentrancepermitforbothYellowstoneandGrand

TetonNationalParks.

A$50parkannualpassprovidesentranceforasinglepriva:enon-commercialvehicleat

YellowstoneandGrandTetonNationalParks.The$10InteragencySeniorPass(62andolder)isa

lifetimepassavailabletoU.S.citizensorpermanentresidents.

Wherecanyoustay?

InsideYellowstone,youcanchoosetostayinmodernorhistorichotelsandcabinsinsidethe

parkliketheOldFaithfulInn,theworld'slargestlogstructure.Forthosewhowanttobealittle

closertonature,thereare12campgroundswitharangeofservicesfromprimitivepittoiletsto

showerandlaundryfacilities.There'salsoRVcampingwithandwithoutdumpingstations.

StayingoutsidetheparkgivesyouuniqueOldWestexperiencesbutstillkeepsyoucloseto

parkattractions.

Ifyou'retakingaroadtriptcYellowstone,you'llwanttocheckoutourHotelsandCabinsOn

TheRoadsection.

(1)Theentrancefeeslistedonthewebpagedon'tapplyto.

A.temporaryresidentsintheUSAB.vehiclesinvolvingbusinessactivities

C.visitorsoutofacertainagerangeD.privatemotorcyclesandsnowmobiles

(2)WhatareyoulikelytoacquireintheOldFaithfulInn?

A.Uniqueoldwestexperiences.B.Primitivepittoiletsandshower.

C.Knowledgeoforiginofthepark.D.RVcampingwithdumpingsites.

(3)Wheredoesthepassageprobablycomefrom?

A.Amagazine.B.Atextbook.C.Anotice.D.Atravelguide.

【答案】⑴B

(2)C

(3)D

【解析】【分析】本文是一篇应用文，介绍了黄石公园的门票以及可以选择的住宿及游玩

的地方。

(1)考瓷细节理解。根据小标题"Howmuchistheentrancefee?"下分别列出了私家非商务

车入园的价格，摩托车或雪地车(冬季)入园的价格以及16岁以上的人步行、骑自行车或

带滑雪板入园的价格，没有涉及到商务车入园的价格。故选B。

(2)考查推理判断。根据Wherecanyoustay?部分中的"InsideYellowstone,youcanchoose

tostayinmodernorhistorichotelsandcabinsinsidetheparkliketheOldFaithfulInn,the

world'slargestlogstructure.”在黄石公园里边，你可以呆在像theOldFaithfulInn这样的旅馆

里，有现代的、历史的旅馆和小捌屋。，山其中的historic及mordcn可知，我们有可能从

这些建筑中了解公园的起源。故选C。

(3)考查推理判断。纵观全文可知，本文介绍了黄石公园的门票及游玩住宿的地方，并

且主要是提供给大家一些信息，所以应出自于与旅游指南。故选D。

【点评】本题考点涉及细节理解和推理判断两个题型的考查，是一篇介绍类阅读，考生需

要准确捕捉细节信息，并根据上下文进行逻辑推理，从而选出正确答案。

5.阅读理解

JaneAustenislovedmainlyasacharmingguidetofashionablelireintheRegencyperiod(英国

摄政时期).Sheisadmiredfcrdescribingaworldofeleganthouses,dances,servantsand

fashionableyoungmendrivingbarouches(四轮四座大马车).Butherownvisionofhertaskwas

completelydifferent.Shewasanambitiousandstrictmoralist.Shewashighlyconsciousof

humanfailingsandshehadadeepdesiretomakepeoplenicer:lessselfish,morereasonableand

moresensitivetotheneedsofethers.

InPrideandPrejudice,Mr.DarcyandElizabethBonnetstartoftheartilydislikingeachotherand

then,graduallyrealizetheyareinlove.Theymakeoneofthegreatromanticcouples.Heis

handsome,richandwellconnected;sheispretty,smartandlively.Butwhyactuallyaretheyright

foroneanother?

JaneAustenisveryclear.It'sforareasonwetendnottothinkofverymuchtoday:Itisbecause

eachcaneducateandimprovetheother.WhenMr.Darcyarrivesintheneighborhood,hefeels

"superior"toeveryoneelse,becausehehasmoremoneyandhigherstatus.Atakeymoment,

Elizabethcondemnshisarrogance(自大)andpridetohisface.Itsoundsoffensiveintheextreme,

butlaterheadmitsthatthiswasjustwhatheneeded.

Mostly,wetendtothinkofloveaslikingsomeoneforwhotheyalreadyare,andoftotal

acceptance.Butthepersonwhoisrightforus,Austenissaying,isnotsimplysomeonewho

makesusfeelrelaxedorcomfortable;theygottobeabletohelpusovercomeourfailingsand

becomemoremature,morehonestandkinder—andweneedtodosomethingsimilarforthem.

(1)Whatdoweknowabout.aneAustenfromparagraph1?

A.Shelivedafashionablelife.B.Shewroteaboutthelifeoftherich.

C.Sheknewexactlyhumanvirtues.D.Shewasnicertolessselfishpeople.

(2)WhatcanwelearnaboutMr.Darcyfromthetext?

A.HedislikesElizabethfromthebeginningtotheend.

B.Heishandsome,richandrathermodest.

C.Heiskindtoeveryoneintheneighborhood.

D.HeneedsElizabethtopointouthisshortcomings.

(3)WhichpersonisrightforyouaccordingtoJaneAusten?

A.Apersonthatyoulikeforwhoheorsheis.

B.Apersonwithwhomyoufeelreallyrelaxed.

C.Apersonmakingyoubecomeabettermanorwoman.

D.Apersonwhodoessomethingsimilartoyou.

(4)WhatmessagedoesthebookPrideandPrejudiceconvey?

A.Improveyourselfwithyourlever'shelp.

B.Acceptthepeopleyoulovetotally.

C.Earnmuchmoneytomakepeopleloveyou.

D.Findyourtruelovewithprideandprejudice.

【答案】(1)B

(2)D

(3)C

(4)A

【解析】【分析】本文是一篇应用文，介绍了简・奥斯丁的著作《傲慢与偏见》中传达了在

爱人的帮助下提高自己的思想。简•奥斯丁认为一个让你成为更好的男人或女人的人最适合

你。

(1)考查细节理解。根据第一段中的"Sheisadmiredfordescribingaworldofeleganthouses,

dances,servantsandfashionabeyoungmendrivingbarouches."她因描述了一个充满优雅的房

了、舞蹈、仆人和时髦的年轻人驾着四轮马车的世界而受到赞赏。可知她写了关于富人的

生活。故选Bo

(2)考查细节理解.根据倒数第二段中的"Atakeymoment,Elizabethcondemnshis

arroganceandpridetohisface.Itsoundsoffensiveintheextreme,butlaterheadmitsthatthis

wasjustwhatheneeded."在关键时刻，伊丽莎白当面避贲了他的傲慢和骄傲。这听起来很

无礼，但后来他承认这正是他所需要的。可知达西先生需要伊丽莎白指出他的缺点。故选

Do

(3)考查细节理解。根据最后一段中的"Butthepersonwhoisrightforus,Austenissaying,

isnotsimplysomeonewhomakesusfeelrelaxedorcomfortable;theygottobeabletohelpus

overcomeourfailingsandbecomemoremature,morehonestandkinder—andweneedtodo

somethingsimilarforthem."但奥斯汀说，适合我们的人，不仅仅是让我们感到放松或舒适

的人;他们必须能够帮助我们克服失败，变得更成熟、更诚实、更善良一一我们需要为他们

做一些类似的事情。可知简•奥斯丁认为一个让你成为更好的男人或女人的人最适合你。故

选C。

(4)考查推理判断。根据第三段中的"It'sforareasonweterdnottothinkofverymuch

today:Itisbecauseeachcaneducateandimprovetheother."这是一个我们今天很少想到的原

因:因为每个人都可以教育且帮助对方提高。可知《傲慢与偏见》这本书传达了在爱人的帮

助下提高自己的信息。故选A。

【点评】本题考点涉及细W理解和推理判断两个题型的考查，是篇介绍类阅读，考生需

要准确捕捉细节信息，并根据上下文进行逻辑推理，从而选出正确答案。

6.阅读理解

Africa'sMostAmazingPlacestoVisit

PyramidsofGiza,Egypt

ThemostfamousofthestructuresatGiza,nearCairo,thePyramidofKingKhufuwasbuilt

around2650BCfrom2.5millionblocksofstone.Itssidesfacenorth,south,eastandwest.

SaharaDunes,Morocco

Themostuser-friendlypartoftheSaharaisaccessiblefromtherorthernedgeofMorocco.You

cancampoutinTazzarine,whererunnersfromallovertheworldcompletetheweeklong

Marathoneveryspring.ThefootoftheMerzougaDunesisthebestlocationforgazingatstars,

totallyfreeoflightpollution.

LakeRetba(LacRose),Senegal

Therearefewpinklakesintheworldandoneofthem,LakeRetba,alsocalledLacRoseby

localsisintheCap-VertpeninsulainSenegal.Thebesttimestoseethelakeatitspinkestisduring

Senegal'sdryseason,betweenNovemberandJune.

NyikaPlateauNationalPark,Malawi

WithaplateaucutbynumerousriversthatreachLakeMalawibywayofwaterfallsoffthe

easternedgeofthemountains,Nyika,thelargestnationalparkinMalawi,isoneofthemost

beautifulinAfrica.TheeasternborderoftheplateauformsthewalloftheGreatRiftValley.The

greatdomesofhillshavegentleslopes,makingNyikaperfectforbothhikingandmountainbiking

aswellasJeepexploration.

(1)Whichcountrywillyougoifyouwanttowatchstars?

A.Malawi.B.Morocco.C.Egypt.D.Senegal.

(2)Whenisthebesttimetoseethepinkestlake?

A.July.B.September.C.October.D.January.

(3)WhatmakesNyikaoneofthemostbeautifulparksinAfrica?

A.Plants.B.Animals.C.Waters.D.Sports.

【答案】⑴B

(2)D

(3)C

【解析】【分析】本文是一篇应用文，介绍了四个非洲最神奇的地方。

(1)考查细节理解。根据第二段中的"ThefootoftheMerzougaDunesisthebestlocationfor

gazingatstars,totallyfreeoflightpollution.“默佐加沙丘的脚卜是观星的最住地点，完全没有

光污染。可知如果你想看星星，你可以去摩洛哥。故选B。

(2)考查细节理解。根据第三段中的"Thebesttimestoseethelakeatitspinkestisduring

Senegal'sdryseason,betweenNovemberandJune."在塞内加尔的旱季，11月至6月是观赏

湖面最粉的最佳时间。分析选项可知看粉红色湖泊的最佳时间是一月份。故选D。

(3)考查细节理解。根据最后一段中的"Withaplateaucutb/numerousriversthatreach

LakeMalawibywayofwaterfallsofftheeasternedgeofthemountains,Nyika,thelargest

nationalparkinMalawi,isoneofthemostbeautifulinAfrica."这里的高原被众多河流切断，这

些河流通过山脉东部边缘的瀑布到达马拉维湖，造就了尼卡是马拉维最大的国家公园，它

是非洲最美丽的国家公园之一。可知是水域使尼卡成为非洲最荚丽的公园之一。故选C。

【点评】本题考点涉及细节理解题型的考查，是一篇介绍类阅读，考生需要准确捕捉细节

信息，并结合题目要求，从而选出正确答案。

7.阅读理解

Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidfor.Nolonger.

Whiletraditional,"paid"media,suchastelevisioncommercialsandprintadvertisements,still

playamajorrole,companiestodaycanexploitmanyalternativeformsofmedia.Consumers

passionateaboutaproductmaycreate"earned"mediabywillinglypromotingittofriends,anda

companymayleverage"owned"mediabysendinge-mailalertsaboutproductsandsalesto

customersregisteredwithitsWebsite.Thewayconsumersapproachtheprocessofmaking

purchasedecisionsmeansthatmarketing'simpactstemsfromabroadrangeoffactorsbeyond

conventionalpaidmedia.

Paidandownedmediaarecontrolledbymarketerspromotingtheirownproducts.Forearned

media,suchmarketersactastheinitiatorforusers'responses.Butinsomecases,onemarketer's

ownedmediabecomeanothermarketer'spaidmedia-forinstance,whenane-commerce

retailersellsadspaceonitsWebsite.Wedefinesuchsoldmediaasownedmediawhosetrafficis

sostrongthatotherorganizationsplacetheircontentore-commerceengineswithinthat

environment.Thistrend,whichwebelieveisstillinitsinfancy,effectivelybeganwithretailers

andreaveIproviderssuchasairlinesandhotelsandwillnodoubtgofurther.Johnson&Johnson,

torexample,hascreatedBabyCenter,astand-alongmediapropertythatpromotes

complementaryandevencompetitiveproducts.Besidesgeneratingincome,thepresenceof

othermarketersmakesthesiteseemobjective,givescompaniesopportunitiestolearnvaluable

informationabouttheappealofothercompaniesmarketing,andmayhelpexpandusertrafficfor

allcompaniesconcerned.

Thesamedramatictechnologicalchangesthathaveprovidedrrarketerswithmoreandmore

diversecommunicationschoiceshavealsoincreasedtheriskthatpassionateconsumerswillvoice

theiropinionsinquicker,morevisible,andmuchmoredamagingways.Suchhijackedmediaare

theoppositeofearnedmedia:anassetorcampaignbecomeshostagetoconsumers,other

stakeholders,oractivistswhomakenegativeallegationsaboutabrandorproduct.Membersof

socialnetworks,forinstance,arelearningthattheycanhijackmediatoapplypressureonthe

businessthatoriginallycreatedthem.

Ifthathappenspassionateconsumerswouldtrytopersuadeotherstoboycottproducts,

puttingthereputationofthetargetcompanyatrisk.Insuchacase,thecompany'sresponsemay

notbesufficientlyquickorthoughtful,andthelearningcurvehasbeensteep.ToyotaMotor,for

example,alleviatedsomeofthedamagefromitsrecallcrisisearlierthisyearwitharelatively

quickandwell-orchestratedsocial-mediaresponsecampaign,whichincludedeffortstoengage

withconsumersdirectlyonsitessuchasTwitterandFacebook.

(1)Consumersmaycreate"earned0mediawhentheyare.

A.obsessedwithonlineshoppingatcertainWebsites

B.inspiredbyproduct-promotinge-mailsenttothem

C.eagertohelptheirfriendspromotequalityproducts

D.enthusiasticaboutrecommendingtheirfavoriteproducts.

(2)TheauthorindicatesinPara.3thatearnedmedia.

A.inviteconstantconflictswithpassionateconsumers

B.canbeusedtoproducenegativeeffectsinmarketing

C.mayberesponsibleforfiercercompetition

D.deserveallthenegativecommentsaboutthem

(3)ToyotaMotor'sexperienceiscitedasanexampleof.

A.respondingeffectivelytohijackedmedia

B.persuadingcustomersintoboycottingproduct

C.cooperatingwithsupportiveconsumers

D.takingadvantageofhijackednedia

【答案】(1)D

(2)B

(3)A

【解析】【分析】本文是一篇应用文，介绍了有关earnedmedia(口碑媒体)、Hijacked

Media(劫持媒体)、paidmedia(自有媒体)的概念和特点。

(1)考查细节理解。根据第一段中的"Consumerspassionateaboutaproductmaycreate

“earned"mediabywillinglypromotingittofriends”可知,对产布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“口碑”媒体。故选D。

（2）考食推埋判断。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"Ifthat

happenspassionateconsumerswouldtrytopersuadeotherstoboycottproducts,puttingthe

reputationofthetargetcompanyatrisk.Insuchacase,thecompany'sresponsemaynotbe

sufficientlyquickorthoughtful,andthelearningcurvehasbeensteep.”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ToyotaMotor（该公司在今年早些时候的召回危机中采取了相对迅速和精心策划的社交

媒体应对行动，包括在Twitter和Facebook等网站上直接与消费者互动，从而减轻了部分

损失）为例，则展示了当发生“劫持媒体〃这种情况时，如果应对迅速得当，那么就可以减

轻损失。因此，ToyotaMotor是一个有效应对被绑架媒体的例子。故选A。

【点评】本题考点涉及细节理解和推理判断两个题型的考查，是一篇介绍类阅读，考生需

要准确掌握细节信息，并根据上下文进行逻辑推理，从而选出正确答案。

8.阅读理解

"Youknow,thesoftsubjects,"saystheboyinmaths,"Theeasyones:thestupidgirlsatthe

bottomtakethem.Likedance.Itshouldn'tevenbeasubject."We'rechoosingsubjectsforourA-

leveltasterdayatschool.Iseetheraisedeyebrows（眉毛）whenIexplaintwoofmyGCSE

（GeneralCertificateofSecondaryEducation）choicesaredanceanddrama（戏居lj）.

Iwastoldbyadvisersthatcanceanddramawouldn'thelpmetogetasuitablecareer.My

friendstoldmeI'dgetboredofdanceandswitchtosciencewithinthefirstmonth.

ButtakingGCSEdancewasthebestdecisionIevermade.Dancegivesmesomethingtopour

myheadandheartinto.Itgivesmeafeelingofbelonging,creativity,securityandfreedom.

TheeducationsecretaryNickyMorganhasputemphasison（5虽调）science,technology,

engineeringandmaths（STEM）,sayingthatstudentswhofocusontheartsrisktheircareers.

Stoppingyoungpeoplefromexpressingthemselvesatsuchayoungageisnotdoingthemany

favours.PerhapsNickyMorganhasforgottentoopenthedoorofhavingadrivetostudythat

subjectdayin,dayout.Itshouldn'tmatterwhatthatsubjectis.

Idon'tdoubttheinfluencethatSTEMsubjectscanhaveonthepeoplethatlovethem.Butto

forcechildrenintoonefieldiscruel.AsmuchasItry,I'mnotgoodatanddon'tlovephysics,

biologyormaths.Idon'twantacareerintheseareas.

Therehasbeenadecreaseinthenumberofstateschoolsofferingartssubjectstaughtby

specialistteachers.Ican'tevenimaginehowitfeelstobetoldthatyoudon'tteacha"real

subject"byan8-year-oldboy.

Totheteachers,theparents,thegovernmentIsay：Letchildrenmaketheirowndecisions.Let

themliveinthepresent.Letthemhaveareal,unlimitededucation.

(1)Howdoestheboyinmathsfeelaboutdance?

A.Useless.B.Difficult.C.Beautiful.D.Important.

(2)AftertheauthortookGCSEdance,she

A.lostinterestinitB.kepthermindonit

C.turnedtoothersubjectsD.struggledwithHerlessons

(3)WhatdoweknowaboutNickyMorgan?

A.Sheencouragesstudentstolearnsoftsubjects.

B.Shesuggestsstudentstakeariskintheircareers.

C.SheunderlinestheimportanceofSTEMsubjects.

D.Sheallowsstude