止施压，食品业就必须努力让他们确信，为了不让人们变得越来越胖，它正在尽自己的一份绵薄之力。
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屠屠带你啃外刊(2)
每三天一篇 选材来源
1. 过往年份经典文章
2. 与近几年试题题材难度比较接近的文章 3. 最新外刊文章 学习方法
1. 第一遍泛读，大概分析了解文章主题意思
2. 第二遍精读，掌握考点词汇、理解句子含义；挖掘可以用于写作的句型和表达
第一遍
If you google the phrase “Middle East rumors”, the first link that pops up is not, as you might expect, a website propagating conspiracy theories. It is Coca-Cola’s website. For several years now the
company has struggled to rebut ridiculous rumors about its products. For example, some people believe that if you read Coke’s Arabic logo backwards, it says: “No Muhammad, No Mecca”. Others insist that the company is owned by Jews, or that it bankrolls Israel. These rumors are one reason why Coke does worse than Pepsi in Arab countries. Yet they are all false, as Coke’s website explains in painstaking detail. “Such rebuttals are unwise”, argue Derek Rucker and David Dubois, of the Kellogg School of Management, and Zakary Tormala, of Stanford business school, three psychologists. By restating the rumors, Coke helps to propagate them. Its web page is a magnet for search engines. And people who read rebuttals tend to forget the denial and remember only the rumor, says Mr. Rucker.
As information is passed around, important qualifiers are lost. A rumor may start as “I’m not sure if this is true, but I heard
that?” Then it evolves into: “I heard that?” Finally it becomes: “Did you know that??” Even when no one intends to spread falsehoods, they spread.
In several experiments, Mr. Rucker and Mr. Dubois planted rumors among undergraduates. They found that with each repetition,
skepticism diminished. The rumors themselves did not change; only the likelihood that the students would believe them. These findings were published in a report called “The Failure to Transmit Certainty”. Instead of denying false rumors, a company should put out a stream of positive messages about itself, reckon Mr. Rucker and Mr. Dubois. This deprives myths of oxygen and also nudges people to doubt nasty things they may hear about the company in question. Other companies could learn from this. McDonald’s hamburgers have been said to
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contain worm meat, Procter and Gamble is reputed to have satanic
links and Facebook is rumored to be shutting down so that its founder, Mark Zuckerberg, can have his life back. All these rumors are utterly false, but the firms in question would be well advised not to bother denying them. Questions:
What is the theme of the text?
What is the best way to respond to the rumors?
第二遍
段落一
If you google the phrase “Middle East rumors”, the first link that pops up is not, as you might expect, a website propagating conspiracy theories. It is Coca-Cola’s website. For several years now the
company has struggled to rebut ridiculous rumors about its products. 【考点词汇】rumor谣言；pop up弹跳; propagate传播; conspiracy 阴谋，沆瀣一气; rebut反驳，驳回; ridiculous荒谬可笑的
【本段亮点】the first link [that pops up] is not, as you might expect, a website propagating conspiracy theories本句可以借用到写作中，三个粗体部分是亮点
【参考译文】如果你Google下这个短语：“中东谣言”，弹出的第一个链接并非是你所想的那样，一个传播阴谋论的网站，而是可口可乐公司的网站。这几年来，可口可乐一直争取澄清关于其产品的荒谬谣言。
段落二
For example, some people believe that if you read Coke’s Arabic logo backwards, it says: “No Muhammad, No Mecca”. Others insist that the company is owned by Jews, or that it bankrolls Israel. These rumors are one reason why Coke does worse than Pepsi in Arab
countries. Yet they are all false, as Coke’s website explains in painstaking detail.
【考点词汇】logo商标; bankroll提供资金; in detail详细; painstaking全力以赴的
【本段亮点】本段如果出题，必定是例证题方向，the example of Coke is mentioned to _____， 注意观点在上段的尾句。
【参考译文】举个例子，一些人认为，如果你倒着看可口可乐的阿拉伯语商标，上面则写着：“反对穆罕默德，反对麦加。”其他一些人则坚持认为可口可乐公司为犹太人所有，或者是以色列在背后以资金支持。这些谣言是可口可乐之所以在阿拉伯国家负于对手百事可乐的原因之一。正如可口可乐网站费尽心思的解释所说，这些纯粹是谣言，并不是真的。 段落三：
“Such rebuttals are unwise”, argue Derek Rucker and David Dubois, of the Kellogg School of Management, and Zakary Tormala, of Stanford business school, three psychologists. By restating the rumors, Coke helps to propagate them. Its web page is a magnet for
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search engines. And people who read rebuttals tend to forget the denial and remember only the rumor, says Mr. Rucker.
【考点词汇】argue认为; magnet磁石，磁铁; denial否认
【本段亮点】人名后面出现的身份、头衔、所在机构可以忽略，节约阅读的时间
【参考译文】而凯洛格管理学院Derek Rucker与David Dubois，以及斯坦福商学院的Zakary Tormala这三位心理学家认为，“这样的辩驳是不明智的做法”。可口可乐重申这一谣言，会促使谣言更加广泛的传播开来。公司的网页是搜索引擎的磁石。Rucker先生说道：那些阅读过公司辩驳一文的人们，试图想忘记这些否认，但记住的只有谣言。 段落四：
As information is passed around, important qualifiers are lost. A rumor may start as “I’m not sure if this is true, but I heard
that?” Then it evolves into: “I heard that?” Finally it becomes: “Did you know that??” Even when no one intends to spread falsehoods, they spread.
【考点词汇】pass around散播; qualifier 修饰语，资格赛，合格者; evolve演化
【本段亮点】此段属于翻译出题的选材，注意引号句和语气
【参考译文】当谣言散开，重要的修饰语则被省略。一则谣言原本是“我不确定这是否是真的，但是我听说??”接着演变成“我听说??”，最后就成了“你知道吗??？”即使人们并非刻意去散布这些谣言，但是它们的确家喻户晓了。
段落五：
In several experiments, Mr. Rucker and Mr. Dubois planted rumors among undergraduates. They found that with each repetition,
skepticism diminished. The rumors themselves did not change; only the likelihood that the students would believe them. These findings were published in a report called “The Failure to Transmit Certainty”.
【考点词汇】plant rumor散布谣言(plant此处有编造的含义); repetition重复; skepticism怀疑; diminish减少;
【本段亮点】only the likelihood that the students would believe them.（这个句子the likelihood是主语，后面是同位语从句，谓语changed被省略）
【参考译文】Rucker先生和Dubois先生于几次试验中，在大学生中散布了些谣言。他们发现，每一次谣言在被重复中，疑虑的部分会逐渐减少。谣言本身并没有改变，仅仅改变的是学生们相信这些谣言的可能性。这样的发现在《无法传播真实》的报告中发表出版。
段落六：
Instead of denying false rumors, a company should put out a
stream of positive messages about itself, reckon Mr. Rucker and Mr.
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