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2011年考研英语(一)完形标准答案

HowHumorMakesYouFriendlier,Sexier

AmusingExerciMarch25,2009scientificamerican

AncientGreekphilosopherAristotleviewedlaughteras“abodilyexercipreciousto

health.”Butdespitesomeclaimstothecontrary,chucklingprobablyhaslittleinfluenceon

erdoesproduceshort-termchangesincardiovascularfunctionand

respiration,boostingheartrate,respiratoryrateanddepth,aswellasoxygen

auhardlaughterisdifficulttosustain,agoodguffawisunlikelyto

havemeasurablecardiovascularbenefitstheway,say,walkingorjoggingdoes.

Infact,insteadofstrainingmusclestobuildthem,axercidoes,laughter

sdatingbacktothe1930sindicatethat

laughterrelaxesmuscles,decreasingmuscletoneforupto45minutesaftertheguffaw

subsides.

Suchphysicalrelaxationmightconceivablyhelpmoderatetheeffectsof

ll,theactoflaughingprobablydoesproduceothertypesof

physicalfeedbackthatimproveanindividual’ingtooneclassical

theoryofemotion,an

psychologistWilliamJamesandDanishphysiologistCarlLangearguedattheendofthe

19thcenturythathumansdonotcrybecautheyaresadbutthattheybecomesadwhen

thetearsbegintoflow.

Althoughsadnessalsoprecedestears,evidencesuggeststhatemotionscanflow

perimentpublishedin1988,socialpsychologistFritz

StrackoftheUniversityofWürzburginGermanyandhiscolleaguesaskedvolunteersto

holdapeneitherwiththeirteeth—therebycreatinganartificialsmile—orwiththeirlips,

orcedtoexercitheirsmiling

musclesreactedmoreexuberantlytofunnycartoonsthandidthowhomouthswere

contractedinafrown,suggestingthatexpressionsmayinfluenceemotionsratherthanjust

rly,thephysicalactoflaughtercouldimprovemood.

Additionalstudieshaveshownthatlaughingatafunnyfilmcancauadropinthe

blood’sconcentrationofthestresshormonecortisol(althoughotherstresshormones

appeartobeunaffected).Becauchronicallyelevatedcortisollevelshavebeenshown

toweakentheimmunesystem,thismechanismcouldconceivablyhelpwardoffdia.

Indeed,experimentshaveindicatedthatlaughterincreastheactivityofimmunecells

callednaturalkillercellsinsalivainhealthysubjects.0

2011年考研英语(一)完形填空的标准答案

1.[C]despite

2.[D]produce

3.[B]boosting

4.[B]sustain

5.[A]measurable

6.[B]Infact

7.[A]opposite

8.[D]relaxes

9.[C]moderate

10.[A]physical

11.[B]Accordingto

12.[C]in

13.[D]becau

14.[C]precedes

15.[B]from

16.[D]hold

17.[A]disappointed

18.[D]reacted

19.[A]suggesting

20.[C]Similarly

2011考研英语阅读理解第二篇

raditional"paid"media--suchastelevisionandradiocommercials,print

advertimentsandroadsidebillboards--stillplayamajorrole,companiestodaycan

ernamoredofaproductmay,for

example,create"earned"mediabywillinglypromotingittofriends,andacompanymay

leverage"owned"mediabyndinge-mailalertsaboutproductsandsalestocustomers

,thewayconsumersnowapproachtheprocessof

makingpurchadecisionsmeansthatmarketing'simpactstemsfromabroadrangeof

factorsbeyondconventionalpaidmedia.

Theexpandingmediaformsreflectdramaticchangesinthewayconsumersperceive

ult,somestrategic-marketingframeworks--such

asthepopular"paid,owned,earned"

marketersuthisframeworktodistinguishdifferentwaysofinteractingwithconsumers,

paid,owned,

,forexample,shouldamarketing

strategistforacompanyreacttorequestsfromothercompaniestopurchaadvertising

spaceonitsproductsites?Howshouldacompanydealwithonlineactivistswhenthey

takeholdofaproductorcampaigntopushanegativeemotionalresponagainstit?

Twomediatypesmustthereforebeaddedtotheframework:"sold"and"hijacked."The

newformsofmedia,whichdemandsustainedinvestmentandattention,challengethe

traditionalstrategies,

marketersshouldviewtheirexpandingrangeofmediaoptionsnotonlyasachallengebut

alsoasanopportunityworthgrasping,toencouragereaderstosharecontentoreven

createtheirown.

FiveFormsofMedia

Toomanycompaniesviewmarketingplansaslittlemorethananexerciinwhereand

henumberofdigitalinteractionsincreas,

marketersmustrecognizethepowerthatliesbeyondtraditionalpaidmedia.

Paid,Owned,Earned

Paidmediaincludetraditionaladvertisingandsimilarvehicles:Acompanypaysforspace

rketisfarfromdying;optionsfor

marketersareexpandingexponentiallywiththeemergenceofmoretargetedcableTV,

online-displayplacementandotherchannels,nottomentiononlinevideoandarch

marketing,ondcategory,ownedmedia,

consistsofpropertiesorchannelsownedbythecompanythatusthemformarketing

purpos(suchascatalogs,websites,retailstores,andalertprogramsthate-mail

notificationsofspecialoffers).

Earnedmediaaregeneratedwhenthequalityoruniquenessofacompany'sproductsand

contentcompelconsumerstopromotethecompanyatnocosttoitlfthroughexternalor

theirown"media."Starbucks(SBUX-news-people),forexample,announcedinJuly

thatitsFacebookfanbaexceeded10millionpeople,thehighestofanyU.S.

panydirectlylinksitsrecentstrongperformancetoits

social-networkingeffortsand"crowdsourced"innovationssuchas"MyStarbucksIdea,"a

websitewhereanyonecansuggestwaystomakethecompanybetter.

Similarly,Honda(HMC-news-people)Japanundertookapromotiononthe

social-networkingsiteMixiwheremorethan630,000peopleregisteredforinformation

panyautomaticallyadded"CR-Z"to

theurs'Mixiloginnames(forexample,"TaroCR-Z")andgavethemachancetowin

isteredurswonderedwhypeoplesuddenlyhadloginnamesincorporating

tothebuzz,prelaunchordersreached4,500units,andactualsalestopped

10,000unitsinthefirstmonth.

Sold

Pned

media,suchmarketersactastheinitialcatalystforurs’omecas,

onemarketer’sownedmediabecomeanothermarketer’spaidmedia—forinstance,when

nesuchsoldmediaas

ownedmediawhotrafficissostrongthatotherorganizationsplacetheircontentor

end,whichwebelieveisstillinits

infancy,effectivelybeganwithretailersandtravelproviderssuchasairlinesandhotels

n&Johnson,forexample,hascreatedBabyCenter,a

stand-alonemediapropertythatpromotescomplementaryandevencompetitiveproducts.

Besidesgeneratingincome,theprenceofothermarketersmakesthesiteem

objective,givescompaniesopportunitiestolearnvaluableinformationabouttheappealof

othercompanies’marketing,andmayhelpexpandurtrafficforallcompanies

concerned.

Hijacked

Thesamedramatictechnologicalchangesthathaveprovidedmarketerswithmore(and

morediver)communicationschoiceshavealsoincreadtheriskthatpassionate

consumerswillvoicetheiropinionsinquicker,morevisible,andmuchmoredamaging

jackedmediaaretheoppositeofearnedmedia:anastorcampaign

becomeshostagetoconsumers,otherstakeholders,oractivistswhomakenegative

sofsocialnetworks,forinstance,are

learningthattheycanhijackmediatoapplypressureonthebusinessthatoriginally

-profileexamplesinvolvecompaniesrangingfromNestlé(who

Facebookpagewashijacked)toDomino’sPizza(aprankonlinevideooftwoemployees

contaminatingsandwichesappearedonYouTube).

Ineachca,passionateconsumerstriedtopersuadeotherstoboycottproducts,putting

athappens,thecompany’srespon

maynotbesufficientlyquickorthoughtful,

Motor,forexample,mitigatedsomeofthedamagefromitsrecallcrisiarlierthisyear

witharelativelyquickandwell-orchestratedsocial-mediaresponcampaign,which

includedeffortstoengagewithconsumersdirectlyonsitessuchasTwitterandthe

social-newssiteDigg.

Theimpactofthemediarevolution

Thechangingroleofoldermediaandtheemergenceofneweronextendthe

marketer’erstoday

requireadeepunderstandingofhowconsumerngagewithdifferenttypesofmediaat

’smore,thedifferentkinds

ofmediaarerelatedandinteractwithoneanother(Exhibit2),somarketingplansand

,owned,earned,sold,andhijackedmediaare

evolvinginfourprimaryways.