本周末因家事學習時間有限，匆匆記錄學習筆記，重點總結了一些比較精彩的表達，anyway, I think it's better than nothing.

一、寫作中的長短句。長句常用來解釋說理，短句常用來過渡、總結、強調(diào)（參考Eric推文）
各段主旨句（短句）：

1. Even a year ago the idea would have been unthinkable.
2. The past week has brought more bad news.
3. The comparison to Yahoo is imperfect.
4. But people who watched Yahoo’s collapse see ominous similarities.
5. In another echo, the run of negative headlines is harming employee morale.
6. A big part of Facebook’s answer to this is Instagram, which executives see as a saviour.
7. Already users are spending more time on products that do not offer the same opportunities for advertising.
8. This transition away from public consumption of content on social networks to more private interactions is a substantial vulnerability for Facebook’s business.
9. Such gripes aside, the marketing industry has two principal complaints.

二、積累漂亮的、講究的表達

? heed = pay attention to, take notice of; 可以搭配 take heed of, give heed to; 文中heed the lessons of 可以理解為 聽從學習。。。的教訓。
? fend off = to defend yourself against an attack；fend off critics
? overdue = should have happened before now 早該發(fā)生的
? unflattering = it makes a person or thing seem less attractive than they really are; 比如說 these photos are unflattering.
? plunge = descend, dip, dive, drop, fall, nose-dive, plummet, sink, tumble 同義詞
? thriving = prosperous, blooming, booming, burgeoning, flourishing, healthy
? mired = 陷入困境、泥潭 in a difficult situation；文中句子：it has become mired in a series of controversies 陷入系列的爭議當中。
? force onto the airwaves = airwaves 是復數(shù)名詞，廣播。文中的表達很形象。
? downplay = try to make people think that it is less important or serious than it really is 輕描淡寫。Downplay 經(jīng)常可以修飾 extent, importance, incident, role, seriousness, significance。比如，The company is trying downplay the scandal to minimize its negative effect on the branding.
? deflect blame onto = 轉(zhuǎn)移，引開(批評、注意力等) It's a maneuver to deflect the attention of the people from what is really happening.
? tarnish (the critics)= stain, blacken, blemish, blot, darken, discolour, sully, taint 玷污，敗壞，損害(名譽或形象) 這些詞可以替換使用，比affect, hurt, destroy的效果要好多了。
? cement (the idea) = stick together, attach, bind, bond, combine, glue, join, plaster, seal, unite, weld 同義詞?？梢哉f，cement a partnership/relationship, 例句：Nothing cements a friendship between countries so much as trade.
? competitive landscape = 競爭格局
? hoover up = to make things cleaner or tidier
? ominous similarities = 不吉利的相同點
? unprecedented = extraordinary, abnormal, new, novel, original, remarkable, singular, unheard-of 空前的
? echo = distant, faint | clear, distinct, loud, strong 這些詞可以形容echo, 文中用In another echo，echo 可以理解為reverberation。
? precariously balanced = 危險地保持著平衡
? grapple with = 努力解決（問題）；設法克服（困難） If you grapple with a problem or difficulty, you try hard to solve it.
? ramp up = 增加，提高。例句 We’ve had to ramp up production to meet demand. 原句：It is quickly ramping up the number of adverts users see there.
? irk = irritate/annoy 可與這兩個詞互換。造句：His incessant complaints irked me.
? scroll through = 翻；* document, posts and ads
? interspersed = 點綴著…的;夾雜著…的;散布著…的
? roll out ads = to introduce a new product or service
? lucrative = profitable, advantageous, fruitful, productive, remunerative, well-paid
? dent = 削減;削弱;損害
? such gripes aside = 拋開牢騷
? pad its audience numbers = pad 做動詞使用，本意為 給…加襯墊；墊襯，在這里引申為 讓受眾的人數(shù)顯得更多
? onus = burden, liability, load, obligation, responsibility, task 例句：The onus is on the shopkeeper to provide goods which live up to the quality of their description...

三. 造句練習

1. Even at its peak Yahoo never boasted a business as large and profitable as Facebook’s.
   造句：Even at his peak, the actor never boasted his career as successful and lucrative as his counterpart.

2. One of the main reasons Yahoo declined is because it lost out to a powerful rival, Google, in online search.
   造句：One of the main reasons she quit is because she lost out to many rivals at the same time.

3. Today there is no company that truly competes with Facebook’s suite of apps, partly because it has hoovered up competitors such as Instagram, the wildly successful photo app that is at the centre of its future plans.
   句型提煉：Today there is no other company that truly competes with XXX, partly because it has hoovered up XXX.

4. Adults over the age of 18 are spending 31% less time on Facebook’s core social network compared with two years ago, which will translate into fewer opportunities to sell ads.
   造句：People over the age of 60 are spending 50% more time on online shopping compared with five years ago, which will translate into more opportunities to sell ads.

5. This transition away from public consumption of content on social networks to more private interactions is a substantial vulnerability for Facebook’s business.
   造句：This transition away from package holiday to DIY tours is an increasing vulnerability for tourist companies.