河南大学2011年硕士研究生招生复试英语试卷

河南大学2011年硕士研究生招生复试英语试卷passage 3The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional “paid” 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 “owned” media by sending e-mail alerts about products and sales to customers registered with its Web site. The way consumers now approach the 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 travel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson，for example，has created BabyCenter，a stand-alone 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 businesses 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 the social-news site Digg.51.Consumers may create “earned” media when they are （D）[A] obscssed with online shopping at certain Web sites.[B] inspired by product-promoting e-mails sent to them.[C] eager to help their friends promote quality products.[D] enthusiastic about recommending their favorite products.52. According to Paragraph 2，sold media feature (A)[A] a safe business environment.[B] random competition.[C] strong user traffic.[D] flexibility in organization.53. The author indicates in Paragraph 3 that earned media (C)[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.54. Toyota Motor…s experience is cited as an example of (B)[A] responding effectively to hijacked media.[B] persuading customers into boycotting products.[C] cooperating with supportive consumers.[D] taking advantage of hijacked media.55. Which of the following is the text mainly about ？(A)[A] Alternatives to conventional paid media.[B] Conflict between hijacked and earned media.[C] Dominance of hijacked media.[D] Popularity of owned media.Passage 4If you intend using humor in your talk to make people smile, you must know how to identify shared experiences and problems. Your humor must be relevant to the audience and should help to show them that you are one of them or that you understand their situation and are in sympathy with their point of view. Depending on whom you are addressing, the problems will be different. If you are talking to a group of managers, you may refer to the disorganized methods of their secretaries; alternatively if you are addressing secretaries, you may want to comment on their disorganized bosses.Here is an example, which I heard at a nurses' convention, of a story which works well because the audience all shared the same view of doctors. A man arrives in heaven and is being shown around by St. Peter. He sees wonderful accommodations, beautiful gardens, sunny weather, and so on. Everyone is very peaceful, polite and friendly until, waiting in a line for lunch, the new arrival is suddenly pushed aside by a man in a white coat, who rushes to the head of the line, grabs his food and stomps over to a table by himself. "Who is that?" the new arrival asked St. Peter. "Oh, that's God," came the reply, "but sometimes he thinks he's a doctor."If you are part of the group which you are addressing, you will be in a position to know the experiences and problems which are common to all of you and it'll be appropriate for you to make a passing remark about the inedible canteen food or the chairman's notorious bad taste in ties. With other audiences you mustn't attempt to cut in with humor as they will resent an outsider making disparaging remarks about their canteen or their chairman. You will be on safer ground if you stick to scapegoats like the Post Office or the telephone system.If you feel awkward being humorous, you must practice so that it becomes more natural. Include a few casual and apparently off-the-cuff remarks which you can deliver in a relaxed and unforced manner. Often it's the delivery which causes the audience to smile, so speak slowly and remember that a raised eyebrow or an unbelieving look may help to show that you are making a light-hearted remark.Look for the humor. It often comes from the unexpected. A twist on a familiar quote "If at first you don't succeed, give up" or a play on words or on a situation. Search for exaggeration and understatements. Look at your talk and pick out a fewwords or sentences which you can turn about and inject with humor.56. To make your humor work, you should ___C____.[A] take advantage of different kinds of audience[B] make fun of the disorganized people[C] address different problems to different people[D] show sympathy for your listeners57. The joke about doctors implies that, in the eyes of nurses, they are ___B_____.[A] impolite to new arrivals[B] very conscious of their godlike role[C] entitled to some privileges[D] very busy even during lunch hours58. It can be inferred from the text that public services _D_______.[A] have benefited many people[B] are the focus of public attention[C] are an inappropriate subject for humor[D] have often been the laughing stock59. To achieve the desired result, humorous stories should be delivered ___D_____.[A] in well-worded language[B] as awkwardly as possible[C] in exaggerated statements[D] as casually as possible60. The best title for the text may be ___A_____.[A] Use Humor Effectively[B] Various Kinds of Humor[C] Add Humor to Speech[D] Different Humor Strategies四、翻译(61) Allen‟s contribution was to take an assumption we all share--that because we are not robots we therefore control our thoughts-and reveal its erroneous nature.(62) while we may be able to sustain the illusion of control through the conscious mind alone, in reality we are continually faced with a question: “Why cannot I make myself do this or achieve that? ”(63) This seems a justification for neglect of those in need, and a rationalization of exploitation, of the superiority of those at the top and the inferiority of those at the bottom。