泽熙美文Section 1 English-Chinese Translation
Translate the following two passages into Chinese.
Passage 1
1. The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional “paid” media—such as television commercials and print advertisements—still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create “earned” media by willingly 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 factors 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 media—for instance, when an e-commerce 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 travel 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 objective, 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 have 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 allegations 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 target 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 response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.
正确答案：
过去，市场营销成功的简单指南就是：你付出多少，你就收获多少。如今，情况却不相同了。传统的付费媒体，如电视商业广告和印刷品广告，虽仍有很重要的作用，如今，仍有许多媒体形式可供公司选择。对产品感兴趣的消费者会主动将该产品推荐给朋友，由此创造了“免费”媒体，而公司可以向在其网站上注册的用户发送邮件提醒其产品及促销活动，而影响这个“自主”媒体。如今，消费者所接触的做出购买决定的方式很广泛，已经超出了传统的付费媒体形式。
市场营销人员通过付费和自有媒体促销他们的产品。对“免费”媒介来说，市场营销人员扮演着用户反应的发起者。但是，在某些情况下，某营销人员的自有媒体会成为另一名营销人员的付费媒体，如某电子商务零售商出售其网站的广告空间。我们定义此种“出售”形式为自有媒体，这种媒体流量巨大，所以，其他机构纷纷前来投放广告或开通电子商务引擎。我们认为，这种趋势虽然还处于起步阶段，但在零售业和航空、酒店等旅游供应业已快速发展，无疑可以有更大的发展。如强生公司创建了著名网站BabyCenter，此独立媒体不仅推广互补性产品，甚至还促销竞争性产品。此举不仅带来了创收，其他营销人员的出现还令网站看起来很客观，使企业有机会从其他公司的营销活动中获得宝贵的信息，并且还有助于扩大所有相关企业的用户流量。
上述给营销人员提供更多、更广沟通选择的技术大变革，同时增加了风险，因为激动的消费者能更快、更明显、更有害地表达他们的看法。这种“劫持”媒体和“免费”媒体相对：某项资产或活动成了对某种产品或某个品牌不满的消费者、其他股东或活动家的“劫持物”。例如，社交网络用户越来越意识到，他们可以通过“劫持”媒体给最初创建该媒体的企业施加压力。
如果这种事情发生的话，激动的消费者就会试图说服其他人一起抵制两家公司的产品，这样就危及到企业的名誉。在这种情况下，如果企业的回应不够快、也不理想，情况就会变得不可收拾。譬如，今年早些时候，丰田公司在召回危机中采取了相对较快、较有序的社交媒体回应行动，包括在Twitter和Digg(一种社会新闻网站)等网站上与客户直接进行交流，从而缓解了一些损害。
[长难句分析]
1．Besides generating income，the presence of other marketers makes the site seem objective，gives companies opportunities to learn valuable information about the appeal of other companies’ marketing，and may help expand user traffic for all companies concerned．
句子主干是：the presence…makes…，gives…，and may help expand…句子虽然较长，实际是三个并列谓语构成的简单句。介词短语Besides generating income在句子开头作状语。介词短语about the appeal of other companies’ marketing和for all companies concerned在句子中分别作information和traffic的定语。
2．The same dramatic technological changes that have provided marketers with more(and more diverse)communications choices have also increased the risk that passionate consumers will voice their opinions in quicker，more visible，and much more damaging ways．
句子主干是：The same dramatic technological changes… have also increased the risk。第一个that从句在句子中作changes定语。第二个that从句是同位语从句，在句子中作risk的同位语。
3．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 response campaign，which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg．
句子主干是：Toyota Motor…alleviated some of the damage。crisis earlier this year在句子中作时间状语，with a relatively quick and well-orchestrated social-media response campaign在句子中作方式状语，which定语从句来修饰campaign。
Passage 2
1. It’s no surprise that Jennifer Senior’s insightful, provocative magazine cover story, “I Love My Children, I Hate My Life,” is arousing much chatter—-nothing gets people talking like the suggestion that child rearing is anything less than a completely fulfilling, life-enriching experience. Rather than concluding that children make parents either happy or miserable, Senior suggests we need to redefine happiness: instead of thinking of it as something that can be measured by moment-to-moment joy, we should consider being happy as a past-tense condition. Even though the day-to-day experience of raising kids can be soul-crushingly hard, Senior writes that “the very things that in the moment dampen our moods can later be sources of intense gratification and delight. ”
The magazine cover showing an attractive mother holding a cute baby is hardly the only Madonna-and-child image on newsstands this week. There are also stories about newly adoptive—and newly single-morn Sandra Bullock, as well as the usual “Jennifer Aniston is pregnant” news. Practically every week features at least one celebrity morn, or mom-to-be, smiling on the newsstands.
In a society that so persistently celebrates procreation, is it any wonder that admitting you regret having children is equivalent to admitting you support kitten-killing? It doesn’t seem quite fair, then, to compare the regrets of parents to the regrets of the children. Unhappy parents rarely are provoked to wonder if they shouldn’t have had kids, but unhappy childless folks are bothered with the message that children are the single most important thing in the world: obviously their misery must be a direct result of the gaping baby-size holes in their lives.
Of course, the image of parenthood that celebrity magazines like Us Weekly and People present is hugely unrealistic, especially when the parents are single mothers like Bullock. According to several studies concluding that parents are less happy than childless couples, single parents are the least happy of all. No shock there, considering how much work it is to raise a kid without a partner to lean on; yet to hear Sandra and Britney tell it, raising a kid on their “own” (read: with round-the-clock help) is a piece of cake.
It’s hard to imagine that many people are dumb enough to want children just because Reese and Angelina make it look so glamorous: most adults understand that a baby is not a haircut. But it’s interesting to wonder if the images we see every week of stress -free, happiness -enhancing parenthood aren’t in some small, subconscious way contributing to our own dissatisfactions with the actual experience, in the same way that a small part of us hoped getting “the Rachel” might make us look just a little bit like Jennifer Aniston.
正确答案：
毫无疑问，Jennifez Senior在有深刻见解的、煽动性的杂志封面故事中表达了她的想法“我爱我的孩子，我讨厌我的生活”，此想法引来很多议论。谈到养
