“方向永远比速度更重要”——考什么就看什么
【先题后文】
1.先看题目——知道解决什么样的问题、预判文章的中心；
例：坐出租车，先问去哪儿。
2.再看文章的内容。
【出题顺序与原文顺序一致】
Text 3
第一段①The rough guide to marketing success ud to be that you got what you paid for. ②No longer.③While traditional “paid” media—such as television commercials and print advertiments—still play a major role, companies today can exploit many alternative forms of media. 传统媒体④Consumers passionate about a product may create “earned” media赢得媒体 by willingly promoting it to friends, and a company may leverage “owned” media自有媒体 by nding e-mail alerts about products and sales to customers registered with its Web site. ⑤The way consumers now approach the
process of making purcha decisions means that marketing’s impact stems from a broad range of factors beyond conventional paid media.（评价——重要的是新媒体，而不是我们的传统媒体）3个媒体形式
第二段①Paid and owned media are controlled by marketers promoting their own products. ②For earned media, such marketers act as the initiator for urs’ respons. ③But in some cas, one marketer’s owned media become another marketer’s paid media—for instance, when an e-commerce retailer lls ad space on its Web site. ④We define such sold media as owned media who traffic is so strong that other organizations place their content or e-commerce engines within that environment. ⑤This 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. ⑥Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products. ⑦Besides generating income, the prence of other marketers makes the site em objective, gives companies opportunities to learn valuable information about the appeal of other companies’marketing, and may help expand ur traffic for all companies concerned.
第三段①The same dramatic technological changes （that have provided marketers with more （and
more diver）communications choices）have also incread the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. ②Such hijacked media被劫持的媒体 are the opposite of earned media: an ast or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or
product. ③Members of social networks, for instance, are learning that they can hijack media to apply pressure on the business that originally created them.赢得媒体的反面
第四段①If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk. ②In such a ca, the company’s respon may not be sufficiently quick or thoughtful, and the learning curve has been steep. ③Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media respon campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg. （443 words）
31. Consumers may create “earned” media when they are __________.
佛祖传[A] obsd with online shopping at certain Web sites沉迷于，曲解文义
[B] inspired by product-promoting e-mails nt to them偷换概念
[C] eager to help their friends promote quality products帮助朋友推销产品≠把产品推销给朋友，错的是逻辑表达，干扰性最大，每一个单词在原文当中都可以找得到。所以正确的选项至少要有一两个单词是同义改写，而不是一模一样。
[D] enthusiastic about recommending their favorite products=willingly promoting
④Consumers passionate about a product may create “earned”media赢得媒体 by willingly promoting it to friends, and a company may leverage “owned” media自媒体 by nding e-mail alerts about products and sales to customers registered with its Web site.
32. According to Paragraph 2, sold media feature __________.付费媒体指的是传统媒体。理解概念性的含义。
[A] a safe business environment [B] random competition [C] strong ur traffic强大的流量 [D] flexibility in organization
养蛙
33. The author indicates in Paragraph 3 that earned media __________.
[A] invite constant conflicts with passionate consumers招致了媒体与热情的消费者的持续的冲突≠消费者们和品牌产品之间的冲突，偷换概念
[B] can be ud to produce negative effects in marketing
[C] may be responsible for fiercer competition原文未提及。
[D] derve all绝对化用词不是正确答案the negative核心词comments about them
34. Toyota Motor’s experience is cited as an example of __________.例子题，与今天的主题无关。
[A] responding effectively to hijacked media
物质的概念[B] persuading customers into boycotting products
[C] cooperating with supportive consumers
[D] taking advantage of hijacked media
35. Which of the following is the text mainly about?新的媒体形式
[A] Alternatives to conventional paid media.传统媒体的替代
[B] Conflict between hijacked and earned media.片面答案，局部信息
[C] Dominance of hijacked media.片面中的片面
[D] Popularity of owned media.自有媒体
BCD都是谈到的某一种媒体，片面的内容。A本质上囊括了BCD的全部内容。
31.赢得媒体，赢得口碑
32.sold media售出媒体feature以什么为特征、具备什么样的特点
33.赢得媒体怎么样了
34.（例子题）丰田的案例
35.（中心思想题）
通过串联题干，大胆地预测一下，这篇文章在讲什么？——媒体！
因为在题干中，它被反复地多次出现了！
【中心=题干重复】
因为，文章分为重要信息和次要信息，作为出题人，倾向于对重要信息出题。排卵后几天着床
既然要针对文章的重点出题，那么5道问题的题干都是文章的重点。
重点中又被反复提及的内容，叫做重中之重，那么就是全文中心思想的一个重要组成部分！
不止一个媒体，好多个媒体，各式各样的媒体。
再看一下文章的内容，文章一共谈几种媒体？
5种？不准确！
Ud to、no longer、While、Today
去伪求真，【时间对比原则】。
发生在现在和发生在过去的事情一定是相反的概念或事情。
在过去，人民生活在水生火热之中；现在，人民生活和谐。
标志就是today\now。
时间对比原则与文章的中心思想密不可分。
Earned media 是其他的媒体，是文章讨论的重点。
关于父亲的歌曲
【除了能够翻译句子以外，一定要注意分析句间的逻辑关系】【研读、精读】
前三句通过对比强调新媒体，第四句告诉我们哪些新媒体，第五句强调新媒体。
时间对比套路，笔记空出来稍后奉上真题串烧
【读清文章概念性的含义】
如何辨析不同的概念，表达的是同一个含义？
3）理解文中的概念性含义：
1.文中不同的概念（单词）表达同一个含义
2.判断依据：代词（this that the tho）+such
3.新题型排序与选句填空
能够辨析清楚B、C、D其实都是A
代词指代原则。
这个名词的概念一定是在前面提到过的。
There is a book，冠词a。This book 只能放在后面来引入。
如果我们看到一个名词前面有代词this……，说明它在前面一定出现过。
哪怕没有出现，也一定有它的同义改写。
新题型里，如果有this+名词，代词的指代原则。
把一篇文章读简单，同时新题型的小技巧。
所以such修饰sold media，一定在之前出现过！
答案是比较得来的，最佳答案。
May 90%都是正确的。这一年尽管有may，就不选c.
人间正道是沧桑，要提高阅读的硬实力。后面风马牛不相及。
May只有在infer推理判断题里100%对。
中心思想题：
1、标志：
Mainly about/discuss; the best title; the purpo
2、方法：
1）串线：将各段首末句串联成一个整体，注意转折处
多则惑，少则得
并集or交集
2）中心词：文中反复高频出现的词
3）中心句：问题开头的提问的回答独句段
专题：对比论证题
2008 Text2 行文结构一模一样，灵魂附体，如出一辙。
1段：It ud to be so straightforward. 过去常常是这个样子的。A team of rearchers working together in the laboratory
南洋水师would submit the results of their rearch to a journal. A journal editor would then remove the authors' names and affiliations from the paper and nd it to their peers for review. Depending on the comments received, the editor would accept the paper for publication or decline it. Copyright rested with the journal publisher, and rearchers eking knowledge of the results would have to subscribe to the journal.
2段：No longer.现在已经不这样了。The Internet - and pressure from funding agencies, who are questioning why commercial publishers are making money from government-funded rearch by restricting access to it - is making access to scientific results a reality. The Organization for Economic Co-operation and Development (OECD) has just issued a report describing the far-reaching conquences of this. The report, by John Houghton of Victoria University in Australia and Graham Vickery of the OECD, makes heavy reading for publishers who have, so far, made handsom
e profits. But it goes further than that. It signals a change in what has, until now, been a key element of scientific endeavor.
3段：The value of knowledge and the return on the public investment in rearch depends, in part, upon wide distribution and ready access. It is big business. In America, the core scientific publishing market is estimated at between $7 billion and $11 billion. The International Association of Scientific, Technical and Medical Publishers says that there are more than 2,000 publishers worldwide specializing in the subjects. They publish more than 1.2 million articles each year in some 16,000 journals.
4段：This is now changing.现在有新的事物产生。 According to the OECD report, some 75% of scholarly journals are now online. Entirely new business models are emerging; three main ones were identified by the report's authors. There is the so-called big deal, where institutional subscribers pay for access to a collection of online journal titles through site-licensing agreements. There is open-access publishing, typically supported by asking the author (or his employer) to pay for the paper to be published. Finally, there are open-access archives, where organizations such as universities or international laboratories support institutional repositories. Other models exist that are hybrids of the three, such as delayed open-access, where journals allow only subscribers to read
a paper for the first six months, before making it freely available to everyone who wishes to e it. All this could change the traditional form of the peer-review process, at least for the publication of papers.
26. In the first paragraph, the author discuss
瑜伽垫怎么选[A] the background information of journal editing.
[B] the publication routine of laboratory reports.
[C] the relations of authors with journal publishers.
面试稿[D] the traditional process of journal publication.
27. Which of the following is true of the OECD report?
[A] It criticizes government-funded rearch.
