UNIT TWO
TEXT ONE The bride and groom, a guitar-wielding rock vixen and a muscle-rippling dragon-slayer, make an odd couple?so it is hardly surprising that nobody expected their marriage. But on December 2nd the video-game companies behind “Guitar Hero” and “World of Warcraft”, Activision and Vivendi Games respectively, announced plans for an elaborate merger. Vivendi, a French media group, will pool its games unit, plus $
  1.7 billion in cash, with Activision; the combined entity will then offer to buy back shares from Activision shareholders, raising Vivendi's stake in the resulting firm to as much as 68%. Activision's boss, Bobby Kotick, will remain at the helm of the new company, to be known as Activision Blizzard in recognition of Vivendi's main gaming asset: its subsidiary Blizzard Entertainment, the firm behind “World of Warcraft”, an online swords-and-sorcery game with
  9.3m subscribers. The deal was unexpected, but makes excellent strategic sense, says Piers Harding-Rolls of Screen Digest, a consultancy. Activision has long coveted “World of Warcraft”, and Vivendi gets a bigger games division and Activision's talented management team to run it. As well as making sense for both parties, the $
  18.9 billion deal?the biggest ever in the video-games industry?says a lot about the trends now shaping the business. The first is a push into new markets, especially online multiplayer games, which are particularly popular in Asia, and “casual” games that appeal to people who do not regard themselves as gamers. “World of Warcraft” is the world's most popular online subscription-based game and is hugely lucrative. Blizzard will have revenues of $
  1.1 billion this year and operating profits of $520m. “World of Warcraft” is really “a social network with many entertainment components,” says Mr Kotick. Similarly, he argues, “Guitar Hero” and other games that use new kinds of controller, rather than the usual buttons and joysticks, are broadening the appeal of gaming by emphasising its social aspects, since they are easy to pick up and can be played with friends. Social gaming, says Mr Kotick, is “the most powerful trend” building new audiences for the industry. He is clearly excited at the prospect of using Blizzard's expertise to launch an online version of “Guitar Hero” for Asian markets. Online music games such as “Audition Online”, which started in South Korea, are “massive in Asia,” says Mr Harding-Rolls. A second trend is media groups' increasing interest in gaming. Vivendi owns Universal Music, one of the “big four” record labels. As the record industry's sales decline, it makes sense to move into gaming, a younger, faster-growing medium with plenty of cross-marketing opportunities. (Activision might raid Universal's back catalogue for material for its music games, for example, which might in turn boost music sales.) Other
media groups are going the same way. Last year Viacom, an American media giant, acquired Harmonix, the company that originally created “Guitar Hero”. It has been promoting its new game, “Rock Band”, using its MTV music channel. Viacom has also created online virtual worlds that tie in with several of its television programmes, such as “Laguna Beach” and “Pimp My Ride”. Disney bought Club Penguin, a virtual world for children, in August. And Time Warner is involved in gaming via its Warner Bros Home Entertainment division, which publishes its own titles and last month bought TT Games, the British firm behind the “Lego Star Wars” games.
  1. The merger of these two companies are out of expection because [A] they aim to design marriage games which sound really weird. [B] it is difficult for big companies of two different nations to end up in successful cooperation. [C] their games are by no means similar to each other in terms of their styles. [D] it would be illegal for them to buy back the shares.
  2. Why Piers Harding-Rolls thinks this marriage has strategic sense? [A] Activision has been longing to cooperate with “World of Warcraft”. [B] Vivendi could get bigger portion and better management resources from Activision. [C] This deal is beneficial to both sides for they can combine their talents to make various games. [D] expanding the reign of traditional games and creating new market.
  5.From the two trends we can infer that [A] this merger is a great success because it goes along with both trends. [B] this deal can strengthen both parties to surpass the other media giants. [C] this allied group is powerful enough to shape the industry’s trends. [D] it is indeed of strategic sense to have initiate and carry out the merger. [D] This deal make them become decisive factor of this industry’s trend in the future.
  3. The word “lucrative” (Line 3, Paragraph
  3) most probably means [A] profitable. [B] luxurious. [C] entertaining. [D] populous.
  4. The first trend shaping the industry is [A] pushing people online to develop their own games. [B] building new audiences for the new network of games. [C] promoting games with new kinds of controller.
篇章剖析: 篇章剖析:
本篇文章讲述了两个游戏公司 Activision 和 Vivendi 的“联姻” 。第一段讲述两个公司的结
合令人吃惊以及他们的联姻方式;第二段讲述这次联姻具有一定的战略意义;第三段和第四段 讲述他们结合后塑造的第一个行业发展趋势;第五段讲述第二个发展趋势。
词词词词:
wield v. 操纵,熟练掌握 slayer n. 杀人者, 凶手 helm n. 领导或支配地位 covet v. 垂涎, 觊觎 joystick n. 操纵杆 vixen n. 泼妇, 悍妇, 刁妇 stake n. 股份 in recognition of 承认……而; 为酬答……而 lucrative adj. 获利的,赚钱的 tie in 结合成一体
难难难难:
(
  1) Activision's boss, Bobby Kotick, will remain at the helm of the new company, to be known as Activision Blizzard in recognition of Vivendi's main gaming asset: its subsidiary Blizzard Entertainment, the firm behind “World of Warcraft”, an online swords-and-sorcery game with
  9.3m subscribers. [主体难式] Activision’s boss will remain at the helm. [结结结析]这个一个这这难,具有具具的具具。具具表表一个表定表词表具表表, 表词的介具介介具具,带有具具的带带成结。to be known as…表作 the new company的定具,冒冒后冒的成结表是是是是main gaming asset的,可以可作表可位具;冒冒后冒的成结 中,后冒两个表具后表后冒一个的可位具,是是用Blizzard Entertainment作作一作的作词。 (
  2) Similarly, he argues, “Guitar Hero” and other games that use new kinds of controller, rather than the usual buttons and joysticks, are broadening the appeal of gaming by emphasising its social aspects, since they are easy to pick up and can be played with friends. [主体难式] He argues, “Guitar Hero” and other games are broadening the appeal… since… [结结结析]这表一个这这难,argues后冒表介具后难,结结介介具具,带有带带状 具后难。介具后难的主具有that引导的定具后难,by emphasising its social aspects表方式状具带带are broadening …。
[难子译文]可样的,他是, “吉他英雄”和其他游戏也没有是普通的按钮和操作杆,而表使是了 新式控制器,通过重点强调其社会性的特点是增加游戏的吸引力,带为这些游戏很容易就可以 开始,而且可以和朋友一起玩。 题目结析: 题目结析:

  1. The merger of these two companies are out of expection because

  1.这两个公司的联姻这这人们的意这表带为 。
[A] They aim to design marriage games which sound really weird. [B] It is difficult for big companies of two different nations to end up in successful cooperation. [C] Their games are by no means similar to each other in terms of style. [D] It would be illegal for them to buy back the shares. [答答] C [难度系数] ☆
[A]他们计划要设计一些结婚游戏, 听起是非 常奇怪。
[B]两家属于不可国家的公司要成功合作表非常困 难的。
[C] 它们它发的游戏有它它不可的它它。 [D]他们要想买回股票表不合法的。
[结析] 细细题。文章开文就是文文的介文是是这两家公司的结合很奇怪,挥挥挥吉他的挥 滚悍妇和一滚滚滚的杀滚者表两家公司它发的不可的游戏的它它是具,带因表带为 他们它发他他他他不可他令这次联合他人他吃一惊。带因,C为为为答答。A选选 有一定的有有性,但表要词意到文中第一段的 marriage 不表“结婚”的意思,而表 “合并、合作”的意思。B 和 D 选选后与带文意思无关。
  2.Why Piers Harding-Rolls thinks this marriage has strategic sense? [A] Activision has been longing to cooperate with “World of Warcraft”. [B] Vivendi could get bigger portion and better management resources from Activision. [C] This deal is beneficial to both sides for they can combine their talents to make various games.
  2.为为为Piers Harding-Rolls认为这次联姻具有战略意义 ? [A] Activision公司一公想要和“战战战战”合作 。
[B]Vivendi 公司可以后 Activision 公司那里获得 更他的份额和更好的管理资源。
[C] 这个这易用这方后有这, 带为他们可以 表结结合各自的人他推这更加多种多样的 游戏。 [D] This deal make them become decisive [D]这个这易使得他们成为本行业这是发 factor of this industry’s trend in the future. 展趋势的展定性力展。 [答答]D [难度系数] ☆☆☆☆ [结析]推理题。Piers认为这选这易的认成有重他的战略意义,那为那那表用这是有 一定的意义。紧紧挥就是Activision已已觊觎“战战战战”很很了,而且Vivendi公司 也可以获得用本公司有利的也也,而更重要的表它们后因后而用本行业发展而而有 挥展定作是。带因,介介而比,答答D最最。

  3. The word “lucrative” (Line 3, Paragraph
  3)
  3.“lucrative”这个词(第三段第三行) 最有可最的意思表 most probably means [A] profitable. [B] luxurious. [C] entertaining. [D] populous. [答答]A [难度系数] ☆☆ [结析] 猜词题。根根根根文是根根那词的意思,根文表是“战战战战”表战战根最而行的基 于网根词网的游戏,而根文是的表“暴它暴”今今可以今利的数额,那为可以他那推 根表关于“战战战战”盈利方冒的,答答A 最为最合。D 选选 populous 与 popular 意 思不可,但后字冒根可有一定有有性,需要加强用文似这词的区结最力。
  4. The first trend shaping the industry
  4. 塑造那他业的第一个趋势表。 is [A] pushing people online to develop their own games. [B] building new audiences for the new social network of games. [C] promoting games with new kinds of controller. [D] expanding the reign of traditional games and creating new market. [答答]D [难度系数] ☆☆☆☆ [结析]细细题。第三段和第四段讲述了塑造那他业的第一个趋势,其中第三段第一 难句就句到了这一点,就表推作新的领就,包包传传的游戏和新开发的游戏,尤其 表多人游戏和是是游戏。紧根是句到的社这性游戏接接后表为了是是这一点,带因 ,选选D表为为答答。A选选选这他玩家自促是开发游戏,这这他表这这很多人的 最力的,带因表不因因的。B选选具选选表第一个趋势中的选结选容,其其述不其 D选选更加它冒。
  5. From the two trends we can infer that [A] this merger is a great success because it goes along with both
  5.后这两个趋势从们可以推根这 [A] 这个联这表一个成功,带为它可时最合了 [A] 促使人们根网是开发自促的游戏。 [B] 为了新的社会这为游戏为造新的玩家。 [C] 利是新的操作器推这游戏。 [D] 拓展传传游戏的的的并拓展新的的的。 [A] 盈利的。 [B] 奢奢的。 [C] 娱乐的。 [D] 人多的。
trends. [B] this deal can strengthen both parties to surpass the other media giants. [C] this allied group is powerful enough to shape the industry’s trends. [D] it is indeed of strategic sense to initiate and carry out the merger. [答答]D [难度系数] ☆☆☆
两个趋势。 [B] 这个这易用这方后有利,最也也他们赶这 其他的媒体巨文 [C]新可这新新又足够的最力是 展定那他业的发展趋势。 [D] 发起和因施这个联合为因 具有战略性的意义。
[结析] 推理题。文章讲述了那他业的两个发展趋势,句及这两个趋势表表皮尔斯的一番句引起 的,他认为这次联姻具有战略意义,189 亿美元的成这足可以展定那行业的新趋势。那为紧紧 挥讲述这两个趋势其因就表事因根的证是,带因,答答 D 最最合题意。A 选选首先具述错误, 带为因在没有人最够预比这选合作表否表一个成功。可时,B 和 C 选选的具述过于夸他,不最 合文章的客观具调。
参考译文: 参考译文:
新娘表挥挥挥吉他的挥滚悍妇,新郎表一滚滚滚的杀滚者,这一用因在古怪,也怪不得没 有人相信他们最结合在一起。但表 12 月 2 日, “吉他英雄”和“战战战战
 

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