新托福TPO 19综合写作训练详细解析：口碑营销

　　阅读材料：

　　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.

　　很多消费者都无视商业广告。为了应对这种情况，广告公司开始采取一种名为托儿的新策略。广告公司雇佣托儿，让他们向他们认识的或者遇见的人推荐产品。这种策略的关键是托儿是会隐藏他们受雇佣来推荐产品这一事实的。他们表现出他们只是在日常的交流中无意地推荐某种产品。这种营销方式引来了很多争议，而许多批评家希望能够禁止这种方式。

　　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，批评家认为消费者有权利知道向他推荐产品的人是否是有报酬的。知道真相是很重要的。我们预期真相的来源是那些我们相信他不会为任何原因误导我们的人。但是你从托儿口里听到的宣传是付费的广告，而这些宣传可能会给人提供错误的消息。

　　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，鉴于托儿假装他们只是个人，消费者听到他们推荐的时候就不会像平常那样有辨别力了。对于印刷品或者电视上的广告，消费者会提防里面令人生疑的说法和诸如新款、升级之类的空洞描述。但是当消费者不知道他们是被人游说的，他们可能会接受本来他们不会相信的说法。这样可能满足了制造商的需求，但是却会对消费者带来伤害。

　　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.

　　而最糟糕的是这种口碑营销的方式会破坏社会关系。一旦我们知道了我们在社交中遇到的人是有这隐秘目的的托儿，我们会不在那么信任别人的。所以，口碑营销对导致不信任和不忠诚的蔓延。

　　阅读部分需要提取的观点是：

　　- Main point: 口碑营销的方法问题种种，批评家希望取缔。

　　- Sub point 1: 口碑营销可能会提供错误的信息

　　- Sub point 2: 消费者容易信任口碑营销

　　- Sub point 3: 口碑营销可能会破坏社会关系

　　听力材料：

　　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，我是比尔。我刚才在地铁上跟你们教授谈论我用过的最好的电话服务，然后他让我来市场营销课堂上讲一讲。大家知道我是一个兼职托儿。在白天我跟你们一样是个学生。我看到了这个关于口碑营销的偏见的文章，这是一种误导。里面对于口碑营销的描述是错误的。

　　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，文章中说口碑营销的过程中，托儿对他们推销的产品的性能说谎。这是不正确的。口碑营销的过程是这样的：公司招募那些真的使用了他们产品，并且真的觉得这些产品好的人。所以，口碑影响不像是传统广告那样，一个收受代言的女一人说出一些台词。是的，我因为说出自己的真实想法而获得报酬，但是你们也从托儿的口里得到了真实的信息。我是真的认为我选择的电话服务是非常棒的。而这，正是公司雇佣我的原因。

　　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.

　　第二点，读者认为当一个托儿向别人推销的时候，这个人会相信托儿所说的一切。这也不是真的。事实与之恰恰相反。我所交谈过的人都会问很多关于我推销的产品的问题，比如价格、服务还有我使用的时间。如果我不能回答，他们就不会买这种产品。

　　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，如果你们相信您们读的这个材料，那么口碑营销是会破坏社会文明的。但是这种说法是愚蠢的。如果一个产品不好，那么公司就雇不到托儿。这样，你们从托儿口里听到的都是真的。他推销的却是是好产品。如果你们也试一试我用的电话舒服，你们也会喜欢的。所以，那些接受口碑营销建议的人都会有很好的用于体验，那么他们就会变得更信任别人，胸怀也更开放了。

　　听力部分需要提取的观点是：

　　- Main point: 阅读部分对口碑营销的观点是错误的

　　- Sub point 1: 托儿在推销产品的时候不会说谎

　　- Sub point 2: 人们不会盲目信任口碑营销

　　- Sub point 3: 口碑营销可以促进人与人之间的信任