【英二】2010年考研英语阅读真题及解析【第三篇】(英二2010真题解析)
passage3注解：标题为红色，翻译为蓝色，分析为绿色。????????over the past decade, many companies had perfected the art of creating automatic behaviors — habits — among consumers. these habits have helped companies earn billions of dollars when customers eat snacks(快餐), apply lotions and wipe counters(apply lotions and wipe counters涂抹乳液并擦拭柜台，言外之意“消费”) almost without thinking, often in response to a carefully designed set of daily cues(线索).
????????“there are fundamental public health problems, like dirty hands instead of a soap habit, that remain killers(that remain killers?对人们来说有致命的危害 ) only because we can’t figure out how to change people’s habits,” dr. curtis said. “we wanted to learn from private industry how to create new behaviors that happen automatically.”
????????the companies that dr. curtis turned to — procter & gamble, colgate-palmolive and unilever(宝洁公司，高露洁—棕榄公司和联合利华)?— had invested hundreds of millions of dollars finding the subtle(不易察觉的,微妙的) cues in consumers’ lives that corporations could use to introduce(这里不是“介绍”，是“引进”)new routines.
????????if you look hard enough, you’ll find that many of the products we use every day — chewing gums, skin moisturizers(moisturizer润肤膏), disinfecting(disinfect消毒) wipes, air fresheners, water purifiers, health snacks, antiperspirants(止汗剂,防汗剂), colognes(cologne古龙香水), teeth whiteners(whitener增白剂), fabric(布料,织物) softeners(柔顺剂), vitamins— are results of manufactured habits. a century ago, few people regularly brushed their teeth multiple times a day. today, because of canny(精明的,谨慎的) advertising and public health campaigns, many americans habitually give their pearly(pearly珍贵的,珍珠似的) whites a cavity(洞,腔,(牙齿的)洞)-preventing scrub(scrub(尤指用硬刷子)擦洗,擦净) twice a day, often with colgate, crest高露洁、佳洁士 or one of the other brands.
????????a few decades ago, many people didn’t drink water outside of a meal. then beverage(饮料) companies started bottling the production of far-off(遥远的) springs(这里不是“春天”,本文是指“泉水”。大概意思是瓶装遥远的矿泉水), and now office workers unthinkingly sip(小口喝,抿(水或者饮料)) bottled water all day long. chewing gum, once bought primarily by adolescent boys, is now featured in commercials as a breath freshener and teeth cleanser for use after a meal. skin moisturizers?are advertised as part of morning beauty rituals(典礼,宗教仪式,固定程序), slipped in between hair brushing and putting on makeup.
????????“our products succeed when they become part of daily or weekly patterns,” said carol berning, a consumer psychologist who recently retired from procter & gamble, the company that sold $76 billion of tide, crest宝洁公司的汰渍、佳洁士 and other products last year. “creating positive habits is a huge part of improving our consumers’ lives, and it’s essential to making new products commercially viable(可望成功的,切实可行的).”
????????through experiments and observation, social scientists like dr. berning have learned that there is power in tying certain behaviors to habitual cues through relentless(relent变宽容,变温和.relentless.坚韧的,不屈不挠的) advertising. as this new science of habit has emerged, controversies(矛盾,争议) have erupted(喷发,爆发,突然发生) when the tactics(战术,兵法) have been used to sell questionable beauty creams or unhealthy foods.
一、文章结构分析本文属于社会生活讨论类的文章，探讨了商业宣传行为在推动人们培养一些良好的生活习惯方面的影响。
第一段，文章开门见山指出许多公司都完善了在消费者之间创造习惯这一行为艺术。
第二段，引用 curtis 的一句话，指出我们应该向企业学习如何培养新的习惯。
第三段，开始阐述企业是如何将人们生活中一些细微的线索转化成日常习惯的。
第四段和第五段，通过具体的事例阐述了商家的广告宣传有助于人们一些生活习惯的培养。
第六段，引用消费心理学家的话说明培养好的习惯可以促进产品的销售。
最后一段指出，商家在使用这一策略的同时也带来了商品质量的隐患。
21.according to dr. curtis, habits like hand washing with soap .
a.should be further cultivated
b.should be changed gradually
c.are deeply rooted in history
d.are basically private concerns
21. 根据 curtis 博士的观点，用肥皂洗手等这样的习惯________。
[a] 应该进一步培养
[b] 应该逐渐的改变
[c] 历史上根深蒂固
[d] 基本上是个人关注的事情
22.bottled water, chewing gun and skin moisturizers are mentioned in paragraph 5 so as to?
a.reveal their impact on people’s habits
b.show the urgent need of daily necessities
c.indicate their effect on people’s buying power
d.manifest the significant role of good habits
22. 文章第五段中提到瓶装水，口香糖和润肤品是为了________。
[a] 揭示它们对人们习惯的影响
[b] 显示人们对日常用品的急需
[c] 表明它们对人们购买力的影响
[d] 体现好习惯的重要角色
23.which of the following does not belong to products that help create people’s habits?
a.tide
b.crest
c.colgate
d.unilever
23. 下面哪一个不属于有助于人们形成习惯的产品？
[a] 汰渍。
[b] 佳洁士。
[c] 高露洁。
[d] 联合利华。
24.from the text we know that some of consumer’s habits are developed due to??
a.perfected art of products
b.automatic behavior creation
c.commercial promotions
d.scientific experiments
24. 从文中我们可以得知，一些消费者生活习惯的培养归因于________。
[a] 产品的完美艺术
[b] 自发性行为的形成
[c] 商业促销
[d] 科学实验
25.the author’s attitude toward the influence of advertisement on people’s habits is?
a.indifferent
b.negative
c.positive
d.biased
25. 对于广告对人们习惯的影响，作者的态度是________。
[a] 漠不关心的
[b] 消极的
[c] 积极的
[d] 有偏见的
二、核心词汇与超纲词汇1.fundamental a. 基本的 n. 基本原理
2.subtle a. 微妙的；精巧的
3.manufacture vt. (大量)制造，
加工
4.multiple a. 多重的 n. 倍数
5.shrewd a. 精明的；机灵的
6.feature n. 特征，特色
7.commercial a. 商业的 n. 商业广告；宣传
8.controversy n. 争论；争议；[法律] 民事纠纷
9.emerge v. 出现；显露
10.erupt vi. (火山)爆发，突然发生
三、阅读答案：a a d c b?四、全文翻译：?????????在过去十年，许多公司完善了在消费者群体中形成自发性行为(习惯)的艺术。通常，在一系列精心设计的日常生活线索的影响下，当消费者不假思索地吃快餐和消费的时候，这些习惯为许多公司都赢得了数亿美元的收益。
????????“像弄脏了手而不用香皂洗手这样的习惯，依然属于基本的公共卫生健康问题，这些问题依然对人们有致命的危害，仅仅是因为我们还没有弄明白怎样改变人们的习惯，”伦敦卫生与热带医学院卫生中心的curtis 博士指出，“我们想要从私人企业那里学习到怎样创造一些自发的新习惯。”
????????curtis 博士所引用的公司——宝洁公司，高露洁—棕榄公司和联合利华——都已经投入了数百万美元的资金用于寻找消费者生活中的一些微妙的线索，公司可以利用这些线索向消费者引进新的惯例或习惯。
????????如果你仔细观察，你将会发现我们每天使用的很多日用品——如口香糖、润肤品、消毒液、空气清新剂、净水器、健康快餐、止汗剂、古龙香水、牙齿洁白剂、纤维软化液、维生素等——都是生产商制造习惯的结果。一个世纪以前，几乎没有人会很有规律地每天刷好几次牙。而如今，因为精明的广告和公共健康卫生运动的提倡，很多美国人会习惯性的一天刷两次他们珍珠一样白的牙，以防龋齿，通常他们所使用的牙膏是高露洁、佳洁士或者其他品牌的产品。
????????几十年前，很多人不会在就餐之外再喝水。然而饮料公司开始生产取自山泉水的矿泉水，现在人们在办公室整天都会不假思索地饮用瓶装水。口香糖，最主要消费者曾经是年轻小伙子，现在在商业广告中被认为是饭后用来清新口气和清洁牙齿的必备品。在广告中，润肤品被认为是每天早上化妆的必备品，成为梳头和上妆之间的一个日常环节。
????????“当我们的产品成为人们每天或者每周的生活模式时，这些产品就成功了，”最近刚刚从保洁公司退休的消费心理学家carol berning 说道：“培养良好的生活习惯是改善消费者生活很重要的一部分，同样从商业的角度来讲，它对新产品在市场上的成功至关重要。”而去年宝洁公司的汰渍、佳洁士和其他产品的销售额高达760 亿美元。
?????????berning 博士等社会科学家通过实验和观察发现：无情的广告的确可以将一些特定的行为转化为习惯。但随着这种新的习惯科学的兴起，这一商业策略被商家用来销售一些有问题的化妆品或者不健康的食品，争议也就之出现。
