It was close to midnight and it was unusual to see vehicles on the road. However, several trucks pulled over and workers silently unloaded camera equipment and cardboard boxes, and then carried them inside the Morgenson family home.
What took place over the next eight weeks was inspired by a Hollywood movie called The Joneses about a family of marketers who move into a local neighborhood to sell their products secretly to their neighbors. The idea was to test the power of word-of-mouth marketing. By filming a ‘rear’ family in unscripted (无剧本的) situations, my team and I would document how the Morgensons’ circle of friends responded to brands and products the Morgensons bought into their lives.
With the help of 35 video cameras and 25 microphones hidden in side the furniture, the operation done secretly showed something shocking. The most powerful hidden persuader of all isn’t in your TV or on the shelves of your supermarket. It’s a far more important influence that’s around you almost every waking moment: your very own friends and neighbors. There is nothing quite so persuasive as observing someone we respect or admire using a brand or product.
Our analysis also found that the brands the Morgensons used went faster. About one third of the Morgensons’ friends began promoting these same brands to their friends. We also found that the brands their friends were most likely to buy at the Morgensons’ suggestion were the bigger and better-known ones. This proved my thoughts that traditional marketing and secret marketing work well together. The most persuasive advertising strategies are strengthened by word-of-mouth advertising.
Whenever I meet with company managers, I tell them that the people who hold the real marketing power are mouse-clicking consumers and their wide circles of real-life friends. In other words, the people who hold the real power are us.
1. The author and his team went to the Morgenson family home to .A.visit the Morgensons | B.sell products to them |
C.shoot a Hollywood movie | D.carry out marketing research |
A.noticing an advertisement for it on TV |
B.the product appears repeatedly in a movie |
C.seeing their friends using the same product. |
D.someone is promoting it in the supermarket. |
A.Travel. | B.Business. |
C.Lifestyle. | D.Entertainment. |
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【推荐1】A simple gesture can be formed into a child's memory so quickly that it will cause the child to give a false answer to a question accompanied by that gesture.A new finding suggests that parents,social workers,psychologists and lawyers should be careful with their hands as well as their words.
While memories of both adults and children are easy to react to suggestion,those of children are known to be particularly influenced,said a researcher,Sara Broaders of Northwestern University.
Previous research,for example,has shown that detailed questions often cause false answers;when asked,say "Did you drink juice at the picnic?",the child is likely to say "yes" even if no juice had been available.It is not that the child is consciously lying,but rather the detail is quickly formed into his or her memory.
To avoid this problem,social workers have long been advised to ask children only open-ended questions,such as "What did you have at the picnic?"But an open-ended question paired with a gesture,is treated like a detailed question.That is,children become likely to answer falsely.
And 77% of children gave at least one piece of false information when a detail was suggested by an ordinary gesture.Gestures may also become more popular when talking with non-fluent language users,such as little kids. Broaders advises parents and other adults to "try to be aware of your hands when questioning a child about an event. Otherwise,you might be getting answers that don't mean what actually happened."
1. According to the author,gestures .A.have not any function at all | B.are rarely used by people |
C.have a certain effect on children | D.are often used by social workers |
A.these gestures are very attractive | B.their memories are affected easily |
C.children are easy to tell lies | D.they like these gestures |
A.What will you have for lunch? | B.Did you cheat in the last English examination? |
C.Where are you going,Lucy? | D.Did you see anything else last night? |
A.ask less open-ended questions | B.use familiar words and phrases |
C.ask detailed questions | D.use gestures carefully |
【推荐2】Thousands of people impact all aspects of our lives, be it the weatherman at the TV studio in a neighbouring city, or the technician at a phone company across the continent, or the woman in Tobago who picks the mangoes for your fruit Salad. Every day, intentionally or unintentionally, we make a large number of connections with people around the world.
Our personal growth and evolution (and the evolution of societies) come about as a result of connecting with our fellow humans, whether as a band of young warriors setting out on a hunt or as a group of co-workers heading out to the local bakery after work on Friday. As a species (物种), we are instinctively (本能地) driven to come together and form groups of friends, associations and communities. Without them, we cannot exist.
Making connections is what our gray matter does best. It receives information from our sense and processes it by making associations. It grows quickly when it’s making connections.
People do the same thing. It’s a scientific fact that people who stay socially and physically active live a longer life. This doesn’t mean staying with the same old crowd and going around on an exercise bike. It means getting out and making new friends.
When you make new connections in the outside world you make new connections in the inside world—in your brain. This keeps you young and alert (机警的)—Edward M. Hallowell, in his book Connect, cites the 1979 Alameda County Study by Dr. Lisa Berkman of the Harvard School of Health Sciences. Dr. Berkman and her team carefully looked at 7,000 people—aged 35 to 65, over a period of nine years. Their study concludes that people who lack social and community connections are almost three times more likely to die of medical illness than those who have more contacts. And all this is independent of socioeconomic status and health practices such as smoking, alcoholic beverage consumption or physical activity!
Other people can also help you take care of your needs and desires, whatever it is you’d like in this life—romance, a dream job, ticket to the Rose Bowl—the chances are pretty high that you’ll need someone’s help to get it. If people like you, they will be willing to give you their time and their efforts. And the better the quality of harmonious relationship you have with them, the higher the level of their cooperation.
1. Which of the following is laid great stress on in the passage?A.Our fate is decided by the companions we keep. |
B.People connect with each other out of necessity, |
C.Contacts between people are essential for our life. |
D.Conned ion is established when we work together. |
A.nerve | B.cell | C.sight | D.brain |
A.a wonder cure for deadly diseases |
B.a vital function of connecting |
C.a great encouragement to smokers |
D.a practical way to connection |
A.The Benefits of Connecting | B.The Progress of Connection |
C.The Methods of Connecting | D.The Features of Connection |
【推荐3】My wife and I were at a crowded grocery store not long ago. It was a weekday evening, cold and wet and tense. People were carelessly blocking aisles, complaining and cutting one another off with their carts. At one point, two women quarreled for several minutes after colliding in the freezer section.
Things got worse at the checkout line.The cashier scanned a man's discount card, but he misread the savings on her screen as an additional charge. He decided she was acting intentionally and began to argue.
Other customers looked away as the cashier tried to reason with him. She called a manager, who took him to customer service. Shaken , she moved to the next customer in line.
We’ve all witnessed uncomfortable scenes like this in public places. My reaction when I see them is both personal and professional. I am a data analyst and sociologist who studies how and why people interact with one another--or why they choose not to. To me, the grocery scene was another example of how our trust in others has faded. But it was also a teachable moment on how we can rebuild our faith — starting with just one person.
Therefore, my wife and I reached the disturbed cashier. I grabbed a bottle of water from a nearby cooler and handed it to her. We learned her name was Beth.
“We felt bad about how that man treated you and wanted to buy this for you.” I said.
Beth’s face lit up, and we talked as she scanned our items.She told us she had been working that evening through severe foot pain and would be having surgery later that week. We wished her well in her recovery, and she thanked us as we left.
That is the balancing act, the moment of countering social and emotional pain with healing, that will add up to restore trust across the United States. You can start that pattern in someone else's life , even in a place as ordinary as the neighborhood grocery store.
1. By describing the arguments, the author wants to show__________.A.the job as a cashier is not easy. | B.people in the U.S are unfriendly. |
C.arguments in public are very common. | D.confidence in each other has worn off. |
A.Sad and regretful. | B.Sorry and wronged. |
C.Cheerful and rewarded. | D.Grateful and relieved. |
A.Doubtful. | B.Optimistic. |
C.Uncaring | D.Cautious |
A.A Miserable Cashier. | B.A Helping Hand. |
C.Learning to Trust Again. | D.Starting a new life. |
【推荐1】Having hundreds of friends online is no substitute for a handful of close friends in real life. Researchers discovered that people with only a few friends were at least as happy as those with far more if many of theirs were online. The number of ''peripheral others'', someone connected with online — former classmates and coworkers, for example — had no connection with how satisfied they felt.
Scientists did their study using data from two online surveys conducted on 1,496 people by a non-profit research organization. People taking part in the study revealed their ages, the make-up of their social networks, how often they had different types of social interactions, and their own feelings of well-being. They included details of how often and how they interacted with family or neighbours, and whether they included people who provided services for them in their networks. The number of close friends someone had was the only thing that influenced how satisfied they were with their social life.
''Loneliness has less to do with the number of friends you have, and more to do with how you feel about your friends,'' said Dr Bruine, an expert of the study. ''If you feel lonely, it may be more helpful to make a positive connection with a friend than to try and seek out new people to meet.''
In the study, they found older people tended to have smaller social networks. Younger people's were larger but this was mostly made up of ''peripheral others'' — not true friends, just people they knew — and did not contribute to their happiness.
Even variations in the number of family members or neighbours somebody spent time with did not affect how happy they were with their social life. Dr Bruine said her research echoed other findings showing people would be happier if a larger proportion of their online friends were actually their friends in reality.
She added, ''Stereotypes of aging tend to paint older adults in many cultures as sad and lonely. But the research shows that older adults' smaller networks didn't weaken social satisfaction and well-being. In fact, older adults tend to report better well-being than younger adults.''
1. What has a good influence on one's happiness according to the study?A.Having impersonal networks of friends. |
B.Meeting with close friends face to face. |
C.Helping familiar coworkers. |
D.Keeping in touch with family members online. |
A.Keep off using the Internet. |
B.Show their attitudes to happiness. |
C.Reveal their social life thoroughly. |
D.Find ''peripheral others'' from their friends. |
A.Parents living with their children. |
B.Older adults with fewer friends online. |
C.Those having fewer relatives or neighbours. |
D.Young people without friends in reality. |
A.treat | B.draw |
C.describe | D.criticize |
【推荐2】Rachel Carson was a scientist by profession, but the lines from the open chapter of her 1962 book Silent Spring. “A Fable for Tomorrow”, show her talent as a writer. By imagining a world without birds, she aimed to alert (使警惕) not only the scientific community but also the general public to the damaging effects of human activity on natural ecosystem-----in particular, to the harmful use of pesticides (杀虫剂), such as DDT. She believed that the chemical industry was knowingly causing harm to plants, animals and even humans, and wished to see pesticides used in a more responsible, limited and carefully monitored way.
Carson urged people to make themselves aware of the facts and do something about the situation. Silent Spring contains a lot of scientific research and case studies. The book details the programme of removing gypsy moth, which killed birds, in addition to killing gypsy moths. Another case study was the fire-ant programme that killed cows, but not fire ants. The book also gives dozens of other examples of removal programmes that did nothing to reduce the problems they were originally designed to solve. The 50 or so pages at the end of the book list Carson’s source, showing how thorough and precise she was as a scientist.
Silent Spring was not, however, received positively by everyone. Though Carson’s research was strong and was supported by most scientists who reviewed her book, the book quickly became a target for critics in the pesticide industry. They said that Carson did not understand the science behind her arguments because she was a marine biologist rather than a chemist. Some also said that her work was more emotional than scientific.
These were attempts to damage Carson’s reputation (名声) and stop her from influencing public policy, but she remained determined to stand by her research. Carson appeared in public and on television to defend her claims----and today, more than 50 years after it was published, the voice of Silent Spring is still ringing loud and clear.
1. Which of the following is included in the passage?① Background of the book
② Features of the book
③ Purposes of the book
④ Responses to the book
A.①②③ | B.②③④ | C.①③④ | D.①②④ |
A.she lacked sufficient evidence |
B.she was ignorant of true science |
C.she was anxious to get the credit |
D.she was unprofessional in that field |
A.reveals humans to be the ruler of the world |
B.charges pesticide industry with immoral act |
C.illustrates the potential danger of pesticides |
D.requests people to appreciate the beauty of spring |
A.Scientific and forward-looking. | B.Ordinary and responsible. |
C.Courageous and well-educated. | D.Intelligent and adventurous. |
【推荐3】It’s generally agreed that heroes are great and always admired by common people. However, most of us have no clear idea about heroes. At some point, we all wonder if we need a hero and what a hero really is.
Although there are a lot of differences in cultures, heroes around the world generally share a number of characteristics (特点) which give us courage and make us want to learn from them. A hero does something worth talking about. A hero usually put others before and does his/her best to help people in need. A hero has a special story to tell and is thought highly of by people.
But a hero is not just the person with great fame (名声). A hero has powers larger than himself/herself. Some people want to live like a hero, and they have to experience life with new and further meaning. A sure test for would-be heroes is what or whom they serve. What do they want to live and die for? If the answer suggests they serve only their own fame, they may be famous persons but not heroes.
A hero has a vision (视野) from the mountaintop. He/She has the power to move people. He/She creates new possibilities. Without Gandhi, India might still be part of Britain. Without Martin Luther King, Jr., Americans might take different buses, eat in different restaurants, go for walks in different parks, and shop in different stores because of the different colors of their skin.
There might be changes in society without a hero, but the speed of change would be rather slow. Thanks to heroes in history, they make the society develop so rapidly.
1. What is Paragraph 2 mainly about?A.How to be a hero. | B.What a hero is like. |
C.The fame of a hero. | D.The lifestyle of a hero. |
A.What or whom they serve. | B.Money they make in all. |
C.Experience they get for life. | D.How or when to serve others. |
A.Because they liked different buses. |
B.Because of the rules of bus companies. |
C.Because of the different colors of their skin. |
D.Because they made different amount of money. |
A.We don’t need heroes any more. |
B.People living just for fame can be heroes. |
C.Heroes make the society develop slowly. |
D.Heroes are able to create new possibilities. |
【推荐1】Dear boss — You have always tried to attract young consumers, and our consultants have always come up with new ways to label them. The trouble is that coming up with rules to define a group of humanity is more art than science. It is likely to become an exercise in applying stereotypes; not every youngster is drinking kombucha in a Brooklyn storehouse. Luckily you have me, and I’m here to tell you that much of what is written about marketing to today’s most prized consumers is a myth.
Start with the idea that, glued to smartphones, youngsters barely notice the physical world and passively follow the latest hit from Instagram or TikTok. It’s true that the days of marketing chiefly through television, newspapers and magazines are long gone. However, social media has not just changed the ways people discover brands; it has weakened the power of marketing as a whole. Online, talk is cheap and prices are readily Googled. Digital natives, therefore, can easily fact-check our suspicious marketing claims and ads. Surveys suggest that young Americans are among the most price-sensitive food shoppers, even though they have accumulated less wealth than earlier generations had by the same age.
There is a similar urge to think that physical shops no longer matter. Young consumers love their Amazon deliveries. It makes sense for our company to make sales via social media and ship directly to customers’ homes. But what works best is the close integration of the digital and physical worlds. Remember those online-only beauty brands like Glossier, which took the world by storm during the pandemic. It turns out that they struggle to get repeat business and have had to pair up with physical shops. What really matters is avoiding insincerity. Dishonesty is easily exposed online, where everyone loves a takedown. Remember the strong resistance to Boohoo, a fast-fashion firm, when it appointed Kourtney Kardashian, a celebrity leading a luxurious life, as a “sustainability ambassador”? And commit only to causes you can tangibly support and be frank when you are putting profits first. Anyway, nobody is perfect. To pretend otherwise is so 2013.
1. Why is there trouble with finding rules to define a group of people?A.Because fixed ideas may be inappropriately employed. |
B.Because not everybody is into drinking tea at a storehouse. |
C.Because art is more challenging to learn than science. |
D.Because the consultants are not as expert as the author. |
A.To reveal their incompetence in saving money. |
B.To illustrate they are sensitive to the prices of food online. |
C.To demonstrate marketing has a great impact on their spending habits. |
D.To prove they are not passive receivers of online marketing tricks. |
A.Celebrities work as reliable ambassadors. |
B.Young customers don’t visit physical shops. |
C.Dishonesty in marketing was not rare in 2013. |
D.Traditional media still play a major role in marketing. |
A.How to Expand Youth Market: From Ideas to Practice |
B.How to Sell to the Young: From Myth to Truth |
C.How to Attract Young Customers: Honesty and Profits |
D.How to Increase Sales Online: Labeling and Marketing |
【推荐2】Humankind has tried to improve its standard of living since the very beginning of civilization (文明). Back then, and today, providing food was the basic task for a person.
The traditional energy sources, which are commonly used nowadays, are considered to be the greatest polluters to the environment. There also exist so-called eco-friendly sources of energy.
In order to produce practical energy, a transformation of the natural site is often inevitable (不可避免的).
A.There are certain aspects of economic growth which affect the environment. |
B.Clean energy has always been on the priority list for a better environment. |
C.For these reasons, bringing about economic growth without any resulting environmental damage is impossible. |
D.However, nowadays the range of required goods has expanded significantly. |
E.So humankind began to make exploration to satisfy themselves economically and mentally. |
F.They are sometimes preferred but replacing the traditional sources with them also requires time. |
G.This is expensive and, has harmful effects on the environment. |
【推荐3】Credit cards
However you view credit card, it’s hard to live in the modern world without one. And if you have one, you owe it to yourself to use it properly.
Although credit cards are becoming a more acceptable part of the financial scene, they are still regarded with suspicion by many as being a major part of the “live now pay later” syndrome(综合症).
Advertising campaigns have, however, promoted a growing realization of the advantages of these small pieces f plastics. They avoid the need to carry large amounts of cash and are always useful in emergencies. All the credit card organizations charge interest on a monthly basis.
Using a credit card wisely takes discipline and a little self-control. Once you realize your debt is someone else’s profit margin, your approach to your plastic will change. With a bit of discipline and some practical knowledge, you can make your cards work for you, rather than the other way round.
A.The cardholder must pay a defined minimum position of the amount owed by a due date, or may choose to pay a higher amount. |
B.It is worthwhile shopping around before deciding on a particular credit card. |
C.They provide encouragement to spend more money. |
D.In other words, they combine payment services with extensions of credit. |
E.As a matter of fact, a credit card can cost noting or at least help you through a period of financial difficulty. |
F.Yet wise purchasing using a card can mean you obtain up to seven weeks’ interest-free credit. |