1、考研英语(一)-26 及答案解析(总分：100.00，做题时间：90 分钟)一、Reading Comprehensio(总题数：0，分数：0.00)三、Text 1(总题数：1，分数：20.00)During the past generation, the American middle-class family that once could count on hard work and fair play to keep itself financially secure has been transformed by economic risk and new realities.
2、Now a pink slip, a bad diagnosis, or a disappearing spouse can reduce a family from solidly middle class to newly poor in a few months. In just one generation, millions of mothers have gone to work, transforming basic family economics. Scholars, policymakers, and critics of all stripes have debated
3、the social implications of these changes, but few have looked at the side effect: family risk has risen as well. Today“s families have budgeted to the limits of their new two-paycheck status. As a result, they have lost the parachute they once had in times of financial setbacka back-up earner (usual
4、ly Mom) who could go into the workforce if the primary earner got laid off or fell sick. This “added-worker effect“ could support the safety net offered by unemployment insurance or disability insurance to help families weather bad times. But today, a disruption to family fortunes can no longer be m
5、ade up with extra income from an otherwise-stay-at-home partner. During the same period, families have been asked to absorb much more risk in their retirement income. Steelworkers, airline employees, and now those in the auto industry are joining millions of families who must worry about interest ra
6、tes, stock market fluctuation, and the harsh reality that they may outlive their retirement money. For much of the past year, President Bush campaigned to move Social Security to a saving-account model, with retirees trading much or all of their guaranteed payments for payments depending on investme
7、nt returns. For younger families, the picture is not any better. Both the absolute cost of healthcare and the share of it borne by families have risenand newly fashionable health-savings plans are spreading from legislative halls to Wal-Mart workers, with much higher deductibles and a large new dose
8、 of investment risk for families“ future healthcare. Even demographics are working against the middle class family, as the odds of having a weak elderly parentand all the attendant need for physical and financial assistancehave jumped eightfold in just one generation. From the middle-class family pe
9、rspective, much of this, understandably, looks far less like an opportunity to exercise more financial responsibility, and a good deal more like a frightening acceleration of the wholesale shift of financial risk onto their already overburdened shoulders. The financial fallout has begun, and the pol
10、itical fallout may not be far behind.（分数：20.00）(1).Today“s double-income families are at greater financial risk in that（分数：4.00）A.the safety net they used to enjoy has disappeared.B.their chances of being laid off have greatly increased.C.they are more vulnerable to changes in family economics.D.the
11、y are deprived of unemployment or disability insurance.(2).As a result of President Bush“s reform, retired people may have（分数：4.00）A.a higher sense of security.B.less secured payments.C.less chance to invest.D.a guaranteed future.(3).According to the author, health-savings plans will（分数：4.00）A.help
12、reduce the cost of healthcare.B.popularize among the middle class.C.compensate for the reduced pensions.D.increase the families“ investment risk.(4).It can be inferred from the last paragraph that（分数：4.00）A.financial risks tend to outweigh political risks.B.the middle class may face greater politica
13、l challenges.C.financial problems may bring about political problems.D.financial responsibility is an indicator of political status.(5).Which of the following is the best title for this text?（分数：4.00）A.The Middle Class on the AlertB.The Middle Class on the CliffC.The Middle Class in ConflictD.The Mi
14、ddle Class in Ruins四、Text 2(总题数：1，分数：20.00)Old stereotypes die hard. Picture a video-game player and you will likely imagine a teenage boy, by himself, compulsively hammering away at a game involving ray guns and aliens that splatter when blasted. Ten years ago that might have borne some relation to
15、 reality. But today a gamer is as likely to be a middle-aged commuter playing “Angry Birds“ on her smartphone. In America, the biggest market, the average game-player is 37 years old. Two-fifths are female. Over the past ten years the video-game industry has grown from a small business to a huge, ma
16、instream one. With global sales of $56 billion in 2010, it is more than twice the size of the recorded-music industry. Despite the downturn, it is growing by almost 9% a year. Is this success due to luck or skill? The answer matters, because the rest of the entertainment industry has tended to treat
17、 gaming as being a lucky beneficiary of broader technological changes. Video gaming, unlike music, film or television, had the luck to be born digital. In fact, there is plenty for old media to learn. Video games have certainly been swept along by two forces: demography and technology. The first gam
18、ing generationthe children of the 1970s and early 1980sis now over 30. Many still love gaming, and can afford to spend far more on it now. Meanwhile rapid improvements in computing power have allowed game designers to offer experiences that are now often more cinematic than the cinema. But even gran
19、ted this good fortune, the game-makers have been clever. They have reached out to new customers with new methods. They have branched out into education, corporate training and even warfare, and have embraced digital downloads and mobile devices with enthusiasm. Though big-budget games are still popu
20、lar, much of the growth now comes from “casual“ games that are simple, cheap and playable in short bursts on mobile phones or in web browsers. The industry has excelled in a particular areapricing. In an era when people are disinclined to pay for content on the web, games publishers were quick to de
21、velop “freemium“ models, where you rely on non-paying customers to build an audience and then extract cash only from a fanatical few. As gaming comes to be seen as just another medium, its tech-savvy approach could provide a welcome shot in the arm for existing media groups.（分数：20.00）(1).The two exa
22、mples in Paragraph 1 are used to illustrate that（分数：4.00）A.video-game players tend to be older.B.females in America tend to enjoy playing video games.C.it is hard to change old stereotypes.D.the video-game industry has grown rapidly.(2).All of the following methods are employed to attract new custom
23、ers EXCEPT（分数：4.00）A.to expand business into other fields.B.to embrace mobile devices.C.to develop big-budget games.D.to develop “casual“ games.(3).One special factor of the success of video games is that（分数：4.00）A.demography.B.flexible pricing.C.digital technology.D.cinematic design.(4).What can yo
24、u learn from “freemium“ model?（分数：4.00）A.It makes people inclined to pay for content on the web.B.It relies on non-paying customers to make a profit.C.It makes money only from a few fanatical customers.D.it earns little for the game-publishers.(5).The phrase “tech-savvy approach“ in the last paragra
25、ph probably means（分数：4.00）A.approach of understanding technology.B.approach of using technology.C.approach of developing technology.D.approach of relying on technology.五、Text 3(总题数：1，分数：20.00)Whatever happened to the death of newspapers? A year ago the end seemed near. The recession threatened to re
26、move the advertising and readers that had not already fled to the internet. Newspapers like the San Francisco Chronicle were chronicling their own doom. America“s Federal Trade commission launched a round of talks about how to save newspapers. Should they become charitable corporations? Should the s
27、tate subsidize them? It will hold another meeting soon. But the discussions now seem out of date. In much of the world there is little sign of crisis. German and Brazilian papers have shrugged off the re-cession. Even American newspapers, which inhabit the most troubled corner of the global industry
28、, have not only survived but often returned to profit. Not the 20% profit margins that were routine a few years ago, but profit all the same. It has not been much fun. Many papers stayed afloat by pushing journalists overboard. The American Society of News Editors reckons that 13,500 newsroom jobs h
29、ave gone since 2007. Readers are paying more for slimmer products. Some papers even had the nerve to refuse delivery to distant suburbs. Yet these desperate measures have proved the right ones and, sadly for many journalists, they can be pushed further. Newspapers are becoming more balanced business
30、es, with a healthier mix of revenues from readers and advertisers. American papers have long been highly unusual in their reliance on ads. Fully 87% of their revenues came from advertising in 2008, according to the Organization for Economic Cooperation & Development (OECD). In Japan the proportion i
31、s 35%. Not surprisingly, Japanese newspapers are much more stable. The whirlwind that swept through newsrooms harmed everybody, but much of the damage has been concentrated in areas where newspaper are least distinctive. Car and film reviewers have gone. So have science and general business reporter
32、s. Foreign bureaus have been savagely cut off. Newspapers are less complete as a result. But completeness is no longer a virtue in the newspaper business.（分数：20.00）(1).By saying “Newspapers like.their own doom“ (Para. 1), the author indicates that news-papers（分数：4.00）A.neglected the sign of crisis.B
33、.failed to get state subsidies.C.were not charitable corporations.D.were in a desperate situation.(2).Some newspapers refused delivery to distant suburbs probably because（分数：4.00）A.readers threatened to pay less.B.newspapers wanted to reduce costs.C.journalists reported little about these areas.D.su
34、bscribers complained about slimmer products.(3).Compared with their American counterparts, Japanese newspapers are much more stable because they（分数：4.00）A.have more sources of revenue.B.have more balanced newsrooms.C.are less dependent on advertising.D.are less affected by readership.(4).What can be
35、 inferred from the last paragraph about the current newspaper business?（分数：4.00）A.Distinctiveness is an essential feature of newspapers.B.Completeness is to blame for the failure of newspapers.C.Foreign bureaus play a crucial role in the newspaper business.D.Readers have lost their interest in car a
36、nd film reviews.(5).The most appropriate title for this text would be（分数：4.00）A.American Newspapers: A Hopeless StoryB.American Newspapers: Gone with the WindC.American Newspapers: A Thriving BusinessD.American Newspapers: Struggling for Survival六、Text 4(总题数：1，分数：20.00)The rough guide to marketing s
37、uccess used to be that you got what you paid for. No longer. While traditional “paid“ mediasuch as television commercials and print advertisementsstill play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create “earned“ media by wi
38、llingly promoting it to friends, and a company may leverage “owned“ media by sending e-mail alerts about products and sales to customers registered with its Web site. The way consumers now approach the process of making purchase decisions means that marketing“s impact stems from a broad range of fac
39、tors 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 mediafor instance, when an e-co
40、mmerce 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 t
41、ravel 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 obj
42、ective, 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 h
43、ave 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 allegatio
44、ns 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 targe
45、t 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 r
46、esponse campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.（分数：20.00）(1).Consumers may create “earned“ media when they are（分数：4.00）A.obsessed with online shopping at certain Web sites.B.inspired by product-promoting e-mails sent
47、to them.C.eager to help their friends promote quality products.D.enthusiastic about recommending their favorite products.(2).According to Paragraph 2, sold media features（分数：4.00）A.a safe business environment.B.random competition.C.strong user traffic.D.flexibility in organization.(3).The author ind
48、icates in Paragraph 3 that earned media（分数：4.00）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.(4).Toyota Motor“s experience is cited as an exampl
49、e of（分数：4.00）A.responding effectively to hijacked media.B.persuading customers into boycotting products.C.cooperating with supportive consumers.D.taking advantage of hijacked media.(5).Which of the following is the text mainly about?（分数：4.00）A.Alternatives to conventional paid media.B.Conflict between hijacked and earned media.C.Dominance of hijacked media.D.Popularity of owned media.七、Text 5(总题数：1，分数：20.00)It never rains but it pours . Just as bosses and boards have finally sorted out their worst accounting and compliance troubles, and improved their feeble corporation governance, a
