英语阅读与写作9Word格式.docx
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英语阅读与写作9Word格式.docx
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3.Thereislittlepointindenyingtheobviousdarksidetothelackofself-constraintsencouragedbye-mail.
4.Itishardtoescapethefactthatindevelopedsocieties,despiteprogress,innovationandprosperity,thereissomethingnotquiteright.
5.Inthe1980s,scientistsestablishedtherevolutionaryconceptthatnicotineisextremelyaddictive.
SectionB
TranslatethefollowingsentencesfromChinesetoEnglish.(10%)
1.尽管有这些困难,他们还是决定把接受教育放在首位。
2.我邀请的客人大部分在最后期限之后才回信,让我很是烦恼。
3.他还描述了这些公司在半个多世纪以来,一直合谋炮制假消息,同时混淆科学证据,散布这种论调。
4.归根结底,全社会的幸福需要每个人都尽一份力。
5.今天,为了重新回到社会繁荣富强的轨道上我们需要如同当时一样彻底改变思想,即积极地响应对幸福的追求。
SectionC
TranslatethefollowingpassagefromEnglishtoChinese.(5%)
E-mail.Can’tlivewithit,can’tlivewithoutit.Conartistsandrealartists,advertisersandfreedomfighters,loversandswornenemies---they’veallflockedtoe-mailastheywouldtoanynewmediumofexpression.E-mailisconvenient,savetime,bringsusclosertooneanother,helpusmanageourever-morecomplexlives.
SectionD
TranslatethefollowingpassagefromChinesetoEnglish.(5%)
各个年龄的人都能克服他们的问题,可他们需要一个这样做的理由。
年轻人往往不够成熟,不会像我的成人学生那样重视教育。
但是对于失败的恐惧,无论这种恐惧是由经济方面的还是学术方面的,都能对年轻人起到激励作用。
Part2ReadingComprehension(50%)
Fastreading(10%)
Gooverthepassagequicklyandanswerthequestions.
AreyouaCokeorPepsidrinker?
DoyoupullintoMcDonald'
sgoldenarchesorpreferto"
haveityourway"
atBurgerKing?
Whenitcomestotoothpaste,whichflavorgetsyoubrushing,ColgateorCrest?
Ifyouthinkit'
sjustyourtastebudsthatguidethesepreferences,youmaybesurprisedbywhatneuroscientistsarediscoveringwhentheypeerinsidethebrainasitmakeseverydaychoiceslikethese.
Don'
tworry--noone'
sscanningyourheadasyoustandinfrontofthebeverageaisleorsitinlineatthedrive-through.Instead,brainscientistsareaskingvolunteerstoponderpurchasingchoiceswhilelyinginsidehigh-techbrainscanners.Theresultingreal-timeimagesindicatewhereandhowthebrainanalyzesoptions,weighsrisksandrewards,factorsinexperiencesandemotionsandultimatelysetsapreference."
Wecanusebrainimagingtogaininsightintothemechanismsbehindpeople'
sdecisionsinawaythatisoftendifficulttogetatsimplybyaskingapersonorwatchingtheirbehavior,"
saysDr.GregoryBerns,apsychiatristatEmoryUniversity.
Toscientists,it'
sallpartofthelargerquestionofhowthehumanbrainmakesdecisions.ButtheanswersmaybeinvaluabletoBigBusiness,whichplowedanestimated$8billionin2006intomarketresearchinanefforttopredict--andsway--howwewouldspendourmoney.Inthepast,marketersreliedonrelativelycrudemeasuresofwhatgotusbuying:
focus-groupquestionnairesandmeasurementsofeyemovementsandperspirationpatterns(themoreexcitedyougetaboutsomething,themoreyoutendtosweat).Nowresearcherscangostraighttothedeciderinchief--thebrainitself,openingthedoortoacontroversialnewfielddubbedneuromarketing.
Fornow,mostoftheresearchispurelyacademic,althoughevenbrainexpertsanticipatethatit'
sjustamatteroftimebeforetheirfindingsbecomearoutinepartofanysmartcorporation'
smarketingplans.Somelessons,particularlyabouthowthebraininterpretsbrandnames,arealreadyenticingadvertisers.Take,forexample,theclassictastetest.P.ReadMontagueofBaylorCollegeofMedicineperformedhisversionofthePepsiChallengeinsideafunctionalmagneticresonanceimaging(fMRI)machinein2004.Montaguegave67peopleablindtastetestofbothCokeandPepsi,thenplacedhissubjectsinthescanner,whosemagneticfieldmeasureshowactivecellsarebyrecordinghowmuchoxygentheyconsumeforenergy.Aftertastingeachdrink,allthevolunteersshowedstrongactivationoftherewardareasofthebrain--whichareassociatedwithpleasureandsatisfaction--andtheywerealmostevenlysplitintheirpreferencesforthetwobrands.ButwhenMontaguerepeatedthetestandtoldthemwhattheyweredrinking,threeoutoffourpeoplesaidtheypreferredCoke,andtheirbrainsshowedwhy:
notonlyweretherewardsystemsactive,butmemoryregionsinthemedialprefrontalcortexandhippocampusalsolitup."
Thisshowedthatthebrandalonehasvalueinthebrainsystemaboveandbeyondthedesireforthecontentofthecan,"
saysMontague.Inotherwords,allthosehappy,energeticandglamorouspeopledrinkingCokeincommercialsdidexactlywhattheyweresupposedtodo:
seepedintothebrainandleftassociationssopowerfultheycouldevenoverrideapreferenceforthetasteofPepsi.
StanfordneuroscientistBrianKnutsonhaszeroedinonamoreprimitiveaspectofmakingchoices."
Wecomeequippedtoassesspotentiallygoodthingsandpotentiallybadthings,"
hesays."
Thereshouldbestuffinyourbrainthatpromotesyoursurvival,whetheryouhavelearnedthosethingsornot--suchasbeingscaredofthedarkortheunknown."
Knutsoncallstheseanticipatoryemotions,andhebelievesthatevenbeforethecognitiveareasofthebrainarebroughtintoassessoptions,thesemoreintuitiveandemotionalregionsarealreadyprimingthedecision-makingprocessandcanforeshadowtheoutcome.Suchprimitivetriggersalmostcertainlyaffordedsurvivaladvantagestoourancestorswhentheydecidedwhichplantstopickorwhichcavestoenter,butKnutsonsurmisesthatvestigesofthissystemareatworkaswemakemoremundanechoicesatthemall.There,it'
sthematchbetweenthevalueofaproductanditspricethattriggersananticipationofpleasureorpain.
Totesthistheory,Knutsonandhisteamdevisedawaytomimicthesesameintuitivereactionsinthelab.Hegavesubjects$20eachand,whiletheywereinthefMRImachine,presentedthemwithpicturesof80products,eachfollowedbyaprice.Subjectsthenhadtheoptionofpurchasingeachitemondisplay.Astheyviewedproductstheypreferred,Knutsonsawactivityinthenucleusaccumbens,aregionofthebraininvolvedinanticipatingpleasantoutcomes.If,ontheotherhand,thesubjectsthoughtthepriceoftheseitemswastoohigh,therewasincreasedactivityintheinsula---anareainvolvedinanticipatingpain."
Theideaisthatifyoucanlookintopeople'
sbrainsrightbeforetheymakecertaindecisions,youcangetahandleonthesetwofeelingsanddoabetterjobofpredictingwhattheyareabouttodo,"
Knutsonsays."
Ibelieveanticipatoryemotionsnotonlybiasbutdrivedecisionmaking."
Allofthis,ofcourse,iswhirringalongatthebrain'
ssplit-secondpace,andasimagingtechnologyimproves,Knutsonishopefulthatheandotherswillbeabletoseeinevenmoredetailthecircuitsinthebrainactivatedduringadecision.Already,accordingtoMontague,theseimageshaverevealedsurprisingthingsabouthowthebrainparesdownthedecision-makingprocessbysettingupshortcutstomakeitsanalysismoreefficient.Tosavetime,thebraindoesn'
trunthroughthelaundrylistofrisks,benefitsandvaluejudgmentseachtime.Wheneveritcan,itreliesonatypeof"
quickkey"
thattakesadvantageofexperiencesandstoredinformation.That'
swherethingslikebrands,familiarityandtrustcomein--they'
reashortcutforknowingwhattoexpect."
Yourunfromthedevilyouknow,"
saysMontague."
Andyouruntothebrandthatyouknow,becausetositthereanddeliberatechewsuptime,andthatmakesyoulessefficientthanthenextguy."
That'
scertainlymusictoadvertisers'
ears,but,warnneuroscientists,it'
sunlikelythatourpurchasingbehaviorfollowsasinglepathway.Montague,forone,isinvestigatinghowfactorsliketrust,altruismandthefeelingofobligationwhensomeonedoesyouafavorcandivertandmodifystepsinthedecision-makingtree."
Thecapacitytousebrainresponsesandrelatethemtobehaviorhasacceleratedatabreathtakingpaceoverthepastfouryearsandyieldedanincredibleamountofinformation,"
hesays.Howmarketersusethatdatatohonetheirmessagesremainstobeseen.
1.Whowerediscoveringwhentheypeerinsidethebrainasitmakeseverydaychoiceslikethesepreferencesaccordingtothispassage?
AprofessorsfromuniversityBneuroscientists
CpsychiatristDsciencefictionwriter
2.WhatcanwelearnfromDr.GregoryBernswhoisapsychiatristatEmoryUniversity?
Apeople'
sdecisionscanbeeasilyfoundindailylife
Bpeople'
sdecisionsalwaysmysterious
Cpeople'
sdecisionscanbediscoveredbycomputerandotherequipments
Dpeople'
sdecisionscanbeseethroughtheirbehavior
3.Whomaypaymoreattentiontothenewstudyaboutpeople’spreference?
AbigbusinessBuniversityCscientistsDchemist
4.Takingthe“theversionofthePepsiChallenge”asanexample,whatmaythewriterwanttotellus?
AmorepeopleprefercoketoPepsiBtheimportanceofadvertisement
Chowtoimproveourthinkingstyle
Dleftassociationssopowerfulthattheycouldevenoverrideapreferenceforthetasteofdrinks
5.HowdidBrianKnutsondescribethefeelingofthestuffinyourbrainthatpromotesyoursurvival?
Aasanticipatoryemotions,BmotivationCambitionDoutofcontrol
6.WhydidKnutsonandhisteamdeviseawaytomimicthesesameintuitivereactionsinthelab?
ATotesthistheoryBThereisapro
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