（1）客觀理性原則
某一事物是好是壞，作者對它是支持、反對還是中立，態(tài)度一般都非常明確。問作者對某事物的態(tài)度時(shí)，表示“客觀”的詞多為正確選項(xiàng)。另外考試所選文章通常是理性的說明和論證，具有較強(qiáng)的邏輯性，作者對于所討論話題的態(tài)度不會是及其偏激的。先好后壞，或先壞后好。
問作者對某事物的態(tài)度時(shí)，表示客觀的詞多為正確選項(xiàng)，如objective, impartial, unbiased等；問作者對其提到的人們的觀點(diǎn)的態(tài)度時(shí)，答案只能是肯定或否定，支持或反對。如critical, approval, opposition, supporting等。
（2）關(guān)注責(zé)任原則
既然寫了文章，那么作者的態(tài)度就不可能漠不關(guān)心，因此見到indifferent, uninterested這類詞可以首先排除。而成為正確選項(xiàng)的最安全選項(xiàng)是concerned。這類題目抓住基本特征，是屬于必得的分?jǐn)?shù)。一般帶有絕對化或表示過于強(qiáng)烈的態(tài)度的詞必錯(cuò)，如strong, complete, entire, enthusiastic等。而有所保留的態(tài)度比較客觀，因此常常是正確選項(xiàng)，如：reserved（保留的）, qualified（有限制的，有條件的）等。
（3）主旨相關(guān)原則
作者觀點(diǎn)一般與文章主旨相關(guān)聯(lián)。
真題示例：
Over the past decade, many companieshad perfected the art of creating automatic behaviors — habits — amongconsumers. These habits have helped companies earn billions of dollars whencustomers eat snacks or wipe counters almost without thinking, often inresponse to a carefully designed set of daily cues.
“There are fundamental public healthproblems, like dirty hand instead of a soap habit, that remain killers onlybecause we can’t figure out how to change people’s habits,” said Dr. Curtis,the director the Hygiene Center at the London School of Hygiene & TropicalMedicine. “We wanted to learn from private industry how to create new behaviorsthat happen automatically.”
The companies that Dr. Curtis turned to— Procter & Gamble, Colgate-Palmolive and Unilever — had invested hundredsof millions of dollars finding the subtle cues in consumers’ lives thatcorporations could use to introduce new routines.
If you look hard enough, you’ll findthat many of the products we use every day — chewing gums, skin moisturizers,disinfecting wipes, air fresheners, water purifiers, health snacks, teethwhiteners, fabric softeners, vitamins — are results of manufactured habits. Acentury ago, few people regularly brushed their teeth multiple times a day. Today,because of shrewd advertising and public health campaigns, many Americans habituallygive their pearly whites a cavity-preventing scrub twice a day, often withColgate, Crest or one of the other brands.
A few decades ago, many people didn’tdrink water outside of a meal. Then beverage companies started bottling theproduction of far-off springs, and now office workers unthinkingly sip bottledwater all day long. Chewing gum, once bought primarily by adolescent boys, isnow featured in commercials as a breath freshener and teeth cleanser for useafter a meal. Skin moisturizers are advertised as part of morning beautyrituals, slipped in between hair brushing and putting on makeup.
“Our products succeed when they becomepart of daily or weekly patterns,” said Carol Berning, a consumer psychologistwho recently retired from Procter & Gamble, the company that sold $76billion of Tide, Crest and other products last year. “Creating positive habitsis a huge part of improving our consumers’lives, and it’s essential to make new products commercially viable.”
Throughexperiments and observation, social scientists like Dr. Berning have learnedthat there is power in tying certain behaviors to habitual cues throughruthless advertising. As this new science of habit has emerged,controversies have erupted when the tactics have been used to sell questionablebeauty creams or unhealthy foods.
35. The author’s attitude toward theinfluence of advertisement on people’s habits is .
[A]indifferent [B] negative [C] positive [D] biased
分析：根據(jù)關(guān)注責(zé)任原則，首先排除A、D選項(xiàng)。A選項(xiàng)Indifferent必然不會成為答案的中性詞。類似的詞還有suspicious， questionable，puzzled， neutral， uninterested， impersonal， detached，factual， impassive， ambivalent， partial， prejudiced，confused， perplexed。D選項(xiàng)Biased是必然不會成為答案的貶義詞。
根據(jù)客觀理性原則，可以成為正確答案的，有褒義含義的中性詞，如Objective，impartial， surprised， amazed， supporting等；以及褒義詞和貶義詞，如pessimistic， disapproved， critical，skeptical，dubiously等往往是正確答案。
根據(jù)題干信號詞advertisement on people’s habits可回文定位到第四段尾句和尾段首句兩處，鑒于主觀態(tài)度題的思路是關(guān)注出處信息的主觀評論詞，所以考生在這兩個(gè)句子中應(yīng)鎖定shrewd （狡猾的，精明的）和ruthless（無情的，無休止的）兩個(gè)形容詞，因此作者態(tài)度是negative，選B。
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