新托福TPO 19綜合寫作訓練詳細解析：口碑營銷

　　閱讀材料：

　　Many consumers ignore commercial advertisements. In response, advertising companies have started using a new tactic, calling buzzing. The advertisers hire people buzzers who personally promote (buzz) products to people they know or meet. The key part is that the buzzers do not reveal that they are being paid to promote anything. They behave as though they were just spontaneously praising a product during normal conversation. Buzzing has generated a lot of controversy, and many critics would like to see it banned.

　　很多消費者都無視商業(yè)廣告。為了應對這種情況，廣告公司開始采取一種名為托兒的新策略。廣告公司雇傭托兒，讓他們向他們認識的或者遇見的人推薦產(chǎn)品。這種策略的關鍵是托兒是會隱藏他們受雇傭來推薦產(chǎn)品這一事實的。他們表現(xiàn)出他們只是在日常的交流中無意地推薦某種產(chǎn)品。這種營銷方式引來了很多爭議，而許多批評家希望能夠禁止這種方式。

　　First, the critics complain that consumers should know whether a person praising a product is being paid to praise the product. Knowing this makes a big difference: we expect the truth from people who we believe do not have any motive for misleading us. But with buzzing what you hear is just paid advertising, which may well give a person incorrect information about the buzzed product.

　　首先，批評家認為消費者有權利知道向他推薦產(chǎn)品的人是否是有報酬的。知道真相是很重要的。我們預期真相的來源是那些我們相信他不會為任何原因誤導我們的人。但是你從托兒口里聽到的宣傳是付費的廣告，而這些宣傳可能會給人提供錯誤的消息。

　　Second, since buzzers pretend they are just private individuals, consumers listen to their endorsement less critically than they should. With advertisements in print or on TV, the consumer is on guard for questionable claims or empty descriptions such as new and improved. But when consumers do not know they are being lobbied, they may accept claims they would otherwise be suspicious of. This may suit the manufacturers, but it could really harm consumers.

　　第二，鑒于托兒假裝他們只是個人，消費者聽到他們推薦的時候就不會像平常那樣有辨別力了。對于印刷品或者電視上的廣告，消費者會提防里面令人生疑的說法和諸如新款、升級之類的空洞描述。但是當消費者不知道他們是被人游說的，他們可能會接受本來他們不會相信的說法。這樣可能滿足了制造商的需求，但是卻會對消費者帶來傷害。

　　And worst of all is the harmful effect that buzzing is likely to have on social relationships. Once we become aware that people we meet socially may be buzzers with a hidden agenda, we will become less trustful of people in general. So, buzzing will result in the spread of mistrust and the expectation of dishonesty.

　　而最糟糕的是這種口碑營銷的方式會破壞社會關系。一旦我們知道了我們在社交中遇到的人是有這隱秘目的的托兒，我們會不在那么信任別人的。所以，口碑營銷對導致不信任和不忠誠的蔓延。

　　閱讀部分需要提取的觀點是：

　　- Main point: 口碑營銷的方法問題種種，批評家希望取締。

　　- Sub point 1: 口碑營銷可能會提供錯誤的信息

　　- Sub point 2: 消費者容易信任口碑營銷

　　- Sub point 3: 口碑營銷可能會破壞社會關系

　　聽力材料：

　　Hi, my name is Bill. I was talking your professor in the subway about the greatest phone service I used. And it turned out we both interested in marketing, so he asked me to talk to the marketing class. You see I am a buzzer, part time you know. During the day, I am a student just like you. Now I had read that piece of tacking buzzing, it is really misleading. How it described buzzing leads out a lot and gives the wrong impression

　　大家好，我是比爾。我剛才在地鐵上跟你們教授談論我用過的最好的電話服務，然后他讓我來市場營銷課堂上講一講。大家知道我是一個兼職托兒。在白天我跟你們一樣是個學生。我看到了這個關于口碑營銷的偏見的文章，這是一種誤導。里面對于口碑營銷的描述是錯誤的。

　　First, it makes a sound that buzzing do not tell the truth about the products they are buzzing. That is not true. How buzzing work is this：companies find people who use the product and who really think the product is good. So, buzzing is not like ordinary advertisement when an actress is paid to read some lines. Yes, I get pay for telling what I think, but you get the truth from buzzers. I really do think my phone service is great. That is why the company hired me.

　　首先，文章中說口碑營銷的過程中，托兒對他們推銷的產(chǎn)品的性能說謊。這是不正確的。口碑營銷的過程是這樣的：公司招募那些真的使用了他們產(chǎn)品，并且真的覺得這些產(chǎn)品好的人。所以，口碑影響不像是傳統(tǒng)廣告那樣，一個收受代言的女一人說出一些臺詞。是的，我因為說出自己的真實想法而獲得報酬，但是你們也從托兒的口里得到了真實的信息。我是真的認為我選擇的電話服務是非常棒的。而這，正是公司雇傭我的原因。

　　Second, the reading makes it seem that when a buzzer talks to someone, the person believes whatever he hear from the buzzer. Not true. In fact, the opposite is true. People I talk to ask a lot of questions about the product I buzz, thats about the price, service and how long I used the product. If I dont have the answers, they wont buy the product.

　　第二點，讀者認為當一個托兒向別人推銷的時候，這個人會相信托兒所說的一切。這也不是真的。事實與之恰恰相反。我所交談過的人都會問很多關于我推銷的產(chǎn)品的問題，比如價格、服務還有我使用的時間。如果我不能回答，他們就不會買這種產(chǎn)品。

　　Finally, if you believe what you read, buzzing will destroy civilization. Thats stupid. If a product is bad, the company cannot recruit buzzers. So, what you get from a buzzer is not only sincere, it is likely to be about a good product. If you try the phone service I use, you will get love it. So, people who try buzzed products are going to have good experience, so they will end up being more trustful and open to people.

　　最后，如果你們相信您們讀的這個材料，那么口碑營銷是會破壞社會文明的。但是這種說法是愚蠢的。如果一個產(chǎn)品不好，那么公司就雇不到托兒。這樣，你們從托兒口里聽到的都是真的。他推銷的卻是是好產(chǎn)品。如果你們也試一試我用的電話舒服，你們也會喜歡的。所以，那些接受口碑營銷建議的人都會有很好的用于體驗，那么他們就會變得更信任別人，胸懷也更開放了。

　　聽力部分需要提取的觀點是：

　　- Main point: 閱讀部分對口碑營銷的觀點是錯誤的

　　- Sub point 1: 托兒在推銷產(chǎn)品的時候不會說謊

　　- Sub point 2: 人們不會盲目信任口碑營銷

　　- Sub point 3: 口碑營銷可以促進人與人之間的信任

　　閱讀材料：

　　Many consumers ignore commercial advertisements. In response, advertising companies have started using a new tactic, calling buzzing. The advertisers hire people buzzers who personally promote (buzz) products to people they know or meet. The key part is that the buzzers do not reveal that they are being paid to promote anything. They behave as though they were just spontaneously praising a product during normal conversation. Buzzing has generated a lot of controversy, and many critics would like to see it banned.

　　很多消費者都無視商業(yè)廣告。為了應對這種情況，廣告公司開始采取一種名為托兒的新策略。廣告公司雇傭托兒，讓他們向他們認識的或者遇見的人推薦產(chǎn)品。這種策略的關鍵是托兒是會隱藏他們受雇傭來推薦產(chǎn)品這一事實的。他們表現(xiàn)出他們只是在日常的交流中無意地推薦某種產(chǎn)品。這種營銷方式引來了很多爭議，而許多批評家希望能夠禁止這種方式。

　　First, the critics complain that consumers should know whether a person praising a product is being paid to praise the product. Knowing this makes a big difference: we expect the truth from people who we believe do not have any motive for misleading us. But with buzzing what you hear is just paid advertising, which may well give a person incorrect information about the buzzed product.

　　首先，批評家認為消費者有權利知道向他推薦產(chǎn)品的人是否是有報酬的。知道真相是很重要的。我們預期真相的來源是那些我們相信他不會為任何原因誤導我們的人。但是你從托兒口里聽到的宣傳是付費的廣告，而這些宣傳可能會給人提供錯誤的消息。

　　Second, since buzzers pretend they are just private individuals, consumers listen to their endorsement less critically than they should. With advertisements in print or on TV, the consumer is on guard for questionable claims or empty descriptions such as new and improved. But when consumers do not know they are being lobbied, they may accept claims they would otherwise be suspicious of. This may suit the manufacturers, but it could really harm consumers.

　　第二，鑒于托兒假裝他們只是個人，消費者聽到他們推薦的時候就不會像平常那樣有辨別力了。對于印刷品或者電視上的廣告，消費者會提防里面令人生疑的說法和諸如新款、升級之類的空洞描述。但是當消費者不知道他們是被人游說的，他們可能會接受本來他們不會相信的說法。這樣可能滿足了制造商的需求，但是卻會對消費者帶來傷害。

　　And worst of all is the harmful effect that buzzing is likely to have on social relationships. Once we become aware that people we meet socially may be buzzers with a hidden agenda, we will become less trustful of people in general. So, buzzing will result in the spread of mistrust and the expectation of dishonesty.

　　而最糟糕的是這種口碑營銷的方式會破壞社會關系。一旦我們知道了我們在社交中遇到的人是有這隱秘目的的托兒，我們會不在那么信任別人的。所以，口碑營銷對導致不信任和不忠誠的蔓延。

　　閱讀部分需要提取的觀點是：

　　- Main point: 口碑營銷的方法問題種種，批評家希望取締。

　　- Sub point 1: 口碑營銷可能會提供錯誤的信息

　　- Sub point 2: 消費者容易信任口碑營銷

　　- Sub point 3: 口碑營銷可能會破壞社會關系

　　聽力材料：

　　Hi, my name is Bill. I was talking your professor in the subway about the greatest phone service I used. And it turned out we both interested in marketing, so he asked me to talk to the marketing class. You see I am a buzzer, part time you know. During the day, I am a student just like you. Now I had read that piece of tacking buzzing, it is really misleading. How it described buzzing leads out a lot and gives the wrong impression

　　大家好，我是比爾。我剛才在地鐵上跟你們教授談論我用過的最好的電話服務，然后他讓我來市場營銷課堂上講一講。大家知道我是一個兼職托兒。在白天我跟你們一樣是個學生。我看到了這個關于口碑營銷的偏見的文章，這是一種誤導。里面對于口碑營銷的描述是錯誤的。

　　First, it makes a sound that buzzing do not tell the truth about the products they are buzzing. That is not true. How buzzing work is this：companies find people who use the product and who really think the product is good. So, buzzing is not like ordinary advertisement when an actress is paid to read some lines. Yes, I get pay for telling what I think, but you get the truth from buzzers. I really do think my phone service is great. That is why the company hired me.

　　首先，文章中說口碑營銷的過程中，托兒對他們推銷的產(chǎn)品的性能說謊。這是不正確的。口碑營銷的過程是這樣的：公司招募那些真的使用了他們產(chǎn)品，并且真的覺得這些產(chǎn)品好的人。所以，口碑影響不像是傳統(tǒng)廣告那樣，一個收受代言的女一人說出一些臺詞。是的，我因為說出自己的真實想法而獲得報酬，但是你們也從托兒的口里得到了真實的信息。我是真的認為我選擇的電話服務是非常棒的。而這，正是公司雇傭我的原因。

　　Second, the reading makes it seem that when a buzzer talks to someone, the person believes whatever he hear from the buzzer. Not true. In fact, the opposite is true. People I talk to ask a lot of questions about the product I buzz, thats about the price, service and how long I used the product. If I dont have the answers, they wont buy the product.

　　第二點，讀者認為當一個托兒向別人推銷的時候，這個人會相信托兒所說的一切。這也不是真的。事實與之恰恰相反。我所交談過的人都會問很多關于我推銷的產(chǎn)品的問題，比如價格、服務還有我使用的時間。如果我不能回答，他們就不會買這種產(chǎn)品。

　　Finally, if you believe what you read, buzzing will destroy civilization. Thats stupid. If a product is bad, the company cannot recruit buzzers. So, what you get from a buzzer is not only sincere, it is likely to be about a good product. If you try the phone service I use, you will get love it. So, people who try buzzed products are going to have good experience, so they will end up being more trustful and open to people.

　　最后，如果你們相信您們讀的這個材料，那么口碑營銷是會破壞社會文明的。但是這種說法是愚蠢的。如果一個產(chǎn)品不好，那么公司就雇不到托兒。這樣，你們從托兒口里聽到的都是真的。他推銷的卻是是好產(chǎn)品。如果你們也試一試我用的電話舒服，你們也會喜歡的。所以，那些接受口碑營銷建議的人都會有很好的用于體驗，那么他們就會變得更信任別人，胸懷也更開放了。

　　聽力部分需要提取的觀點是：

　　- Main point: 閱讀部分對口碑營銷的觀點是錯誤的

　　- Sub point 1: 托兒在推銷產(chǎn)品的時候不會說謊

　　- Sub point 2: 人們不會盲目信任口碑營銷

　　- Sub point 3: 口碑營銷可以促進人與人之間的信任