题文
It’s really a tough job for automakers doing marketing and sales in China, where competition is acute and customers have little loyalty. They have tried a range of tricks in recent years.But there should be a moral bottom line. Unfortunately, a Buick dealership used the tragedy of a two-month-old infant to advertise its cars last week on Weibo – Micro blog. And Hyundai Motor followed suit.
On March 4, an SUV was stolen with the infant left inside alone in the northeastern city of Changchun. The news spread widely on Weibo after the baby’s father called the local police and radio station for help. The next day it was revealed that the infant was choked to death and buried in snow by the thief. The online community expressed its deeply felt sympathy and condolences.
The Buick dealership posted a photo of the baby and two of its cars on its official Weibo account to advertise its GPS system that can locate the stolen car. “A few thoughts on the Changchun stolen car and baby incident: when buying a car it’s entirely OK to choose a brand with advanced technology,” said the post. Though the post was made before tragic fate of the infant was known, the action generated a storm of outrage on Weibo. Some online commentators said it is “marketing at the cost of lives” and “extremely despicable.”
Worse was the post on Hyundai’s official Weibo account that advertised the anti – theft system on its new SUV Santa Fe, an entry made after the child was known to have died. The action also enraged micro bloggers.
Both posts were soon deleted. The Buick dealership made an apology on Weibo to the family of the victim and the public. But screenshots saved by users continued to be posted and the negative impact on both brands persists.
The two brands probably didn’t expect such a firestorm of fury from the Internet community, but they really made a big mistake sinking below the moral bottom line. They certainly ruined their own brand images.
The Chinese have the same proverb as the English language – a little leak will sink a great ship. It takes decades to build the great ship of a respectable brand but it can take just a moment of negligence to make it fail completely.
For those in corporate marketing, two lessons should be learned: first, be careful in the era of social media when one wrong can be easily magnified and have disastrous impacts in just a few clicks.
Second and more importantly, think with your brain and heart. Never break the moral bonds of respect for human life and sympathy for our fellow man.
小题1:Who is to blame for the tragedy of Changchun infant according to the passage?A．The baby’s fatherB．Buick and Hyundai dealershipC．WeiboD．Not clear小题2:Which of the following statements is correct?A．The missing infant was found alive in the stolen car.B．Micro blog marketing of tragic infant death fuels firestorm of criticism.C．People can’t see the two posts any more because they were deleted.D．The two car brands mentioned in the passage spoiled their own reputation by selling the stolen car.小题3:What does the underlined word – “despicable” in paragraph 4 mean?A．ImmoralB．importantC．DistinguishedD．Considerable小题4:The reason why Hyundai’s post was worse than Buick’s is that _________.A．Hyundai dealership didn’t make an apology on WeiboB．Buick dealership expressed its deeply sympathy and condolencesC．Hyundai’s post was made after people knew the infant had diedD．Buick’s car was more advanced on its GPS system小题5:In the last paragraph, the author encourages people _____________.A．not to sink below the moral bottom lineB．not to sympathize our fellow manC．to think twice before making decisionD．to magnify the mistakes people make 题型：未知 难度：其他题型
答案
小题1:D
小题2:B
小题3:A
小题4:C
小题5:A
解析
本文讲述了别克和现代两家汽车公司利用长春的婴儿死亡的事件为自己的产品做广告而引起的广泛的批评。
小题1:D 细节题。根据文章第二段Unfortunately, a Buick dealership used the tragedy of a two-month-old infant to advertise its cars last week on Weibo – Micro blog. And Hyundai Motor followed suit.
和全文内容可知文章中间并没有提及谁要为这起婴儿死亡的案件负责。故D正确。
小题2:B 推理题。根据文章第四段最后3行Though the post was made before tragic fate of the infant was known, the action generated a storm of outrage on Weibo. Some online commentators said it is “marketing at the cost of lives” and “extremely despicable.”说明正是微博上的评论让人们对这这样的广告的批评更激烈。故B正确。
小题3:A 推理题。根据本句Though the post was made before tragic fate of the infant was known, the action generated a storm of outrage on Weibo. Some online commentators said it is “marketing at the cost of lives” and “extremely despicable.”说明人们认为以生命为代价进行广告行为是很不道德的行为，故A正确。
小题4:C 细节题。根据文章第五段内容Worse was the post on Hyundai’s official Weibo account that advertised the anti – theft system on its new SUV Santa Fe, an entry made after the child was known to have died. The action also enraged micro bloggers.可知现代公司是在婴儿被发现死亡以后做出的广告，故这种情况更为严重。故C项正确。
小题5:A 推理题。根据最后一段Second and more importantly, think with your brain and heart. Never break the moral bonds of respect for human life and sympathy for our fellow man.生命人们提醒不要挑战人们的道德底线，故A正确。
点评：本文讲述了别克和现代两家汽车公司利用长春的婴儿死亡的事件为自己的产品做广告而引起的广泛的批评。要求考生在理解原文表面文字信息的基础上，做出一定判断和推论，从而得到文章的隐含意义和深层意义。推理题所涉及的内容可能是文中某一句话，也可是某几句话，但做题的指导思想都是以文字信息为依据，既不能做出在原文中找不到文字根据的推理，也不能根据表面文字信息做多步推理，要根据原文表面文字信息一步推出的答案。
考点
据考高分专家说，试题“It’s really a tough .....”主要考查你对 [新闻报道类阅读 ]考点的理解。新闻报道类阅读
新闻报道类阅读的概念：
阅读理解的选材明显地呈现出关注实际生活的趋势，这种趋势与当前基础教育改革的目标是一致的，而中学生学习语言的根本目标与基础教育学会求知，学会做事，学会合作，学会做人的目标是一致的，真实新颖的选材对基础英语教学课程改革具有重要的反作用。
新闻报道类阅读理解技巧点拨：
新闻报道类类文章有一共同特点，即都是由标题（Headline）、导语（Lead）、主体（Mainbody）、背景（Background）和结尾（End）五部分构成。标题是新闻报道中心思想高度而又精辟的概括；导语位于新闻报道的首段，高度概括新闻事实；主体则对导语概括的新闻事实进行详细叙述；新闻背景是指新闻事实之外，对新闻事实或新闻事实的某个部分进行解释或补充的材料；结尾往往是新闻事件的结果或动态展望，也是中心思想的概括并常常与新闻导语相呼应。
新闻报道中的导语非常重要，它位于文章的第一段，通过它点出新闻的主题，五个W和一个H(When,Where,Who,What,Why和How)通常是构成一则完整消息不可缺少的要素。文章往往呈现出“倒金字塔”的特征，因此读懂首句或首段至关重要。
另外，从句的使用也是此类文章的一大语言特色，因为从句信息量大，适合新闻报道的要求。此外，大量的副词和插入语的使用也是此类文章的特点。为使文章更客观、更具信服力，常用The study said…, Scientists believe that…Experts said…, It's reported that…, According to the survey…等语言。同事在阅读过程中，我们要对材料所提供信息如when, where, who, how, why等进行提问，将信息迅速提炼出来。
新闻报道类阅读应试策略：
【命题趋势】
阅读理解的选材明显地呈现出关注实际生活的趋势，这种趋势与当前基础教育改革的目标是一致的，而中学生学习语言的根本目标与基础教育学会求知，学会做事，学会合作，学会做人的目标是一致的，真实新颖的选材对基础英语教学课程改革具有重要的反作用。时文报道就在文章中体现了这一要求。主要表现在以下几个方面：
1、反映海内外事件，文章结构严谨，内容贴近生活，用现代英语反映现代生活。
2、如果是新闻报道，都有比较固定的写作格式，如文首通常有报道的地点或时间，第一句话常常是文章的导语，有助于了解文章的大致内容和主题。
3、如果是新闻报道则是记叙文，有地点、时间、人物、事物等要素。
4、有许多大量反映当代社会变化的新词汇和表达方式。
5、命题既重细节，又重推理和主旨。
6、大背景中的小事件，大事件中的小插曲往往是选材的热点。
【应试对策】
1、在平时学习中，关注生活，阅读新闻报道和广告类文章、把阅读时事文章作为学习英语的重要途径。
2、了解新的词汇和表达方式。如：tsunami海啸，MP3players(MP3)播放器，well_offsociety小康社会等。
3、抓住文章主题，准确捕捉细节和内涵，进行合理的推理。
4、品味新闻的标题，联系平时所积累的知识，为了解材料大意作铺垫。
5、了解新闻报道的特殊规律，其内容和多含何人、何地、何事、何时等，阅读时要抓住新闻的这一主要特点去理解判断。
6、要注意文中以黑体、大写、下划线等方式加以提示的文字，因为这很有可能是材料的核心或至少是一部分内容的概括。
