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Directions: One of your close friends, Catherine, gave a piano solo at a concert last night and won...
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Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5$300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14.SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. 17
LASTmonthAmerica’sNationalLawJournaltolditsreadersthatemploymentlawyersarewarninglovestruckco-workerstotakeprecautionsintheofficebeforelockinglipsoutside.TheadvicecametoolateforHarryStonecipher.ThebossofBoeingwasforcedtoresignlastweekend—forreasonsthatwillstrikemanyoutsidersasabsurd—afterhisboardweretoldofanaffairthatthe68-year-oldmarriedmanhadbeenconductingwithafemaleemployeewhodidnotreportdirectlytohimInevitablyastheweekrolledondetailsoftheaffairrolledout.Theotherpartywasre2portedtobeDebraPeabodywhoisunmarriedandhasworkedforBoeingfor25years.ThecoupleweresaidtohavefirstgottogetheratBoeing’sannualretreatatPalmDesertCaliforniainJanuary.Afterthatmuchoftheaffairmusthavebeenconductedfromadistance:Mr.Stonecipher’sofficeisatBoeing’sheadquartersinChicago;MsPeabodyrunsthefirm’sgovernment-relationsofficeinWashingtonDC.Theyexchangede-mailsitseemsasofficeloverstendtodothesedaysandthereinprobablylayMrStonecipher’sdownfallLewisPlattBoeing’schairmansaidthatMrStonecipherbrokeacompanyrulethatsays:Employeeswillnotengageinconductoractivitythatmayraisequestionsastothecompany’shonestyimpartialityreputationorotherwisecauseembarrassmenttothecompany.Havinganaffairwithafellowemployeeisnotofitselfagainstcompanyrules;causingembarrassmenttoBoeingis.Itseemsthattheboardjudgedthatthecontentsofthelovers’e-mailswouldhavebeenbadforBoeinghadtheybeenmadepublic.GonearethedayswhenaboardconsideredsuchmattersnoneofitsbusinessasCitibank’sdidin1991whenitsbossJohnReedbecamethetalkofWailStreetforhavinganaffairwithastewardessonCiti’scorporatejet.AtBoeingawhistleblowerissaidtohaveforwardedthemessagestoMrPlatt.Ingenerale-mailsareencryptedandnotaccessibletoanyonewhodoesnotknowthesender’spassword.ButmanyfirmsinstallsoftwaredesignedtosearchelectroniccommunicationsforkeywordssuchassexandCEO.Astudylastyearof840AmericanfirmsbytheAmericanManagementAssociationfoundthat60%ofthemcheckexternale-mailsincomingandoutgoingwhile27%scrutinizeinternalmessagesbetweenemployees.Sweetnothingswhisperedbythewatercoolermaytravellessfarthesedaysthanelectronicbilletsdoux.Boeingisparticularlysensitivetoembarrassmentatthemoment.Mr.Stonecipherwasrecalledfromretirementonly15monthsagoafterthecompany’spreviousbossPhilConditanditschieffinancialofficerMichaelSearshadleftinthewakeofascandalinvolvinganillegaljoboffertoaPentagonofficial.MrStonecipheracrustyformernumbertwoatBoeingwasbroughtbackspecificallytoraisethecompany’sethicalstandardsandtohelpitbeseeninitsmainandaffectedlypuritanicalmarketinWashingtonDCassqueakyclean.Verballyexplicitextra-maritalaffairsareinconsistentwithsuchastrategyitseemsthoughtheyarenotyetenoughtobringdownfuturekingsofEngland.Incorporatelifesuchaffairsarehardlyunusual.Onesurveyfoundthatone-quarterofalllong-termrelationshipsstartatwork;anotherfoundthatover40%ofexecutivessaytheyhavebeeninvolvedinanaffairwithacolleagueandthatinhaftofthesecasesoneorotherpartywasmarriedatthetime.Manyabosshasmarriedhisassistantandlivedhappilyeverafter.Boeingapparentlyusedtoacceptthis:Mr.Condit’sfourthwifewasacolleaguebeforetheymarried.Theauthorseemstobelievethat
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5$300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14.SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. 7
WHAT’SthedifferencebetweenGodandLarryEllisonasksanoldsoftwareindustryjoke.Answer:Goddoesn’tthinkhe’sLarryEllison.ThebossofOracleishardlyaloneamongcorporatechiefsinhavingareputationforbeingratherkeenonhimself.Indeed’untilthebubbleburstandthepublicturnednastyatthestartofthedecadethecultofthecelebritychiefexecutiveseemedtodemandbosslynarcissismasevidencethatafirmwasbeingledbyanall-conqueringhero.Narcissusmetanastyendofcourse.Andinrecentyearsboss-worshiphascometobeseenasbadforbusiness.InhismanagementbestsellerGoodtoGreatJimCollinsarguedthatthetrulysuccessfulbosseswerenottheserf-proclaimedstarswhoadornthecoversofForbesandFortunebutinsteadself-effacingthoughtfulmonkishsortswholeadbyinspiringexample.Astatisticalanswermaybeathand.ForthefirsttimeanewstudyIt’sAllAboutMetobepresentednextweekattheannualgatheringoftheAmericanAcademyofManagementoffersasystematicempiricalanalysisofwhateffectnarcissisticbosseshaveonthefirmstheyrun.TheauthorsArijitChatterjeeandDonaldHambrickofPennsylvaniaStateUniversityexaminednarcissismintheupperlevelsof105firmsinthecomputerandsoftwareindustries.Todothistheybadtosolveapracticalproblem:studiesofnarcissismhavehithertoreliedonsurveyingindividualspersonallysomethingforwhichfewchiefexecutivesarelikelytohavetimeorinclination.Sotheauthorsdevisedanindexofnarcissismusingsixpubliclyavailableindicatorsobtainablewithouttheco-operationoftheboss.Theseare:theprominenceoftheboss’sphotointheannualreport;hisprominenceincompanypressreleases;thelengthofhisWho’sWhoentry;thefrequencyofhisuseofthefirstpersonsingularininterviews;andtheratiosofhiscashandnon-cashcompensationtothoseofthefirm’ssecond-highestpaidexecutive.Narcissismnaturallydrivespeopletoseekpositionsofpowerandinfluenceandbecausegreatself-esteemhelpsyourprofessionaladvancesaytheauthorschiefexecutiveswilltendonaveragetobemorenarcissisticthanthegeneralpopulation.HowdoesthataffectafirmMessrsChatterjeeandHambrickfoundthathighlynarcissisticbossestendedtomakebiggerchangesintheuseofimportantresourcessuchasresearchanddevelopmentorinspendingandleverage;theycarriedoutmoreandbiggermergersandacquisitions;andtheirresultswerebothmoreextrememorebigwinsorbiglossesandmoretransientthanthoseoffirmsrunbytheirhumblerpeers.Forshareholdersthatcouldbegoodorbad.AlthoughoddlytheauthorsarekeepingtheirnarcissismrankingsecrettheyhaverevealedthatMrEllisondidnotcometop.Alasforhimthatmaybebecausethestudylimiteditsefftopeoplewhobecamethebossafter1991--wellafterhetookthehelm.IneveryrespectMrEllisonseemstobetheclassicnarcissisticbossclaimsMrChatterjee.Thereislifeintheoldjokeyet.Accordingtotheresearcherscomparedwithhumblermanagersnarcissisticbossesaremorelikelyto
Thehistoryofthecomputerinthetwentiethcenturyisoneofdramaticadaptationandexpansion.Thecomputerhadmodestbeginningsinareaswhereitwasusedasaspecialisttool.Thefirstelectroniccomputerwasbuiltinthe1930sandwassolelyfortheuseofundergraduatestudentsinIowaStateUniversitytohandlemathematicalcomputationsinnuclearphysics.Inthe1960sanearlyversionoftheInternetARPPANETwasusedincomputerscienceandengineeringprojects.Howeveronly10yearslatercomputerswerestartingtochangeourlifestylethewaywedobusinessandmanyotherthingsandbythelate1980s’networkswereexpandingtoembracesectionsofthegeneralpublic.ComputerizationhaschangedUShighschooleducationinmanyways.Threedifferentchangesthatconsiderbeingimportant.Thefirstistheuseofthecomputerasteachingaidforteachers.Thenextisthemassivedatastorageandfastdataretrievalfacilitatedbycomputer.Thencomesthechangesbroughtaboutbytheintroductionofsimulationsoftware.Howprevalentistheuseofcomputersinschools!Asrecentlyastheearly1980sonly20%ofsecondaryscienceteachersintheUSAwereusingmicrocomputers.HoweversincethenhighschoolsintheUShavecomputerizedrapidly.By1987schoolshadacquiredabout1.5millioncomputerswith95%ofpublicschoolshavingatleastonecomputer.Computerscanbeusedasteachingaidsbothinschoolsandinhomes.Inschoolsforexampleteacherscanplugacomputerintoanespeciallyequippedoverheadprojectortobringtextsgraphicssoundandvideosintoaclassroom.Bythesemultimediacomputeranimationsteacherscanmorereadilyattractandretainstudents’attention.Annconcludesthatcomputeraidedteachingcanattractandmotivatestudentswhoweredroppingoutwhenmoretraditionalmethodswerebeingused.LetusnowturntotheInternet.Thisisaglobalnetworkconnectingmanylocalnetworks.OvertheInternethighschoolstudentscanretrieveinformationanddatabasesfromeverynetworkedlibraryaroundtheworldinseconds.TheWorldWideWebprovidesaneasywaytoaccesshard-to-findinformation.Studentscannowreachanylibrarythroughtheglobalnetworkandfindwhattheywant.Thefinalstepistodownloadthescannedimage.Thoughtheslowtransmissionofsignalthroughthenetworkisamajorlimitingfactoritcanstillsaveusmuchtimeinfindingusefulinformationandthusitisaninvaluabletooltobothhighschoolteachersandstudents.Computerizationinschooleducationseemstobe
ThehumanYchromosome--theDNAchunkthatmakesamanaman—haslostsomanygenesoverevolutionarytimethatsomescientistshavesuspecteditmightdisappearin10millionyears.Butanewstudysaysit’llstickaround.Researchersfoundnosignofgenelossoverthepast6millionyearssuggestingthechromosomeisdoingaprettygoodjobofmaintainingitselfsaidresearcherDavidPageoftheWhiteheadInstituteforBiomedicalResearchinCambridgeMass.ThatagreeswithpriormathematicalcalculationsthatsuggestedtherateofgenelosswouldslowasthechromosomeevolvedPageandstudyco-authorsnoteinThursday’sissueofthejournalNature.AndtheysayitclasheswithwhatPagecalledtheimminentdemiseideathatsaystheYchromosomeisdoomedtoextinction.TheYappeared300millionyearsagoandhassinceerodedintoadinkychromosomebecauseitlacksthemechanismotherchromosomeshavetogetridofdamagedDNA.Somutationshavedisabledhundredsofitsoriginalgenescausingthemtobeshedasuseless.TheYnowcontainsonly27genesorfamiliesofvirtuallyidenticalgenes.In2003Pagereportedthatthemodern-dayYhasanunusualmechanismtofixabouthalfofitsgenesandprotectthemfromdisappearing.Buthesaidsomescientistsdisagreedwithhisconclusion.ThenewpaperfocusesonaregionoftheYchromosomewheregenescan’tbefixedthatway.Researcherscomparedthehumanandchimpanzeeversionsofthisregion.Humansandchimpshavebeenevolvingseparatelyforabout6millionyearssoscientistsreasonedthatthecomparisonswouldrevealgenesthathavebecomedisabledinonespeciesortheotherduringthattime.TheyfoundfivesuchgenesonthechimpchromosomebutnoneonthehumanchromosomeanimbalancePagecalledsurprising.Itlooksliketherehasbeenlittleifanygenelossinourownspecieslineageinthelast6millionyearsPagesaid.ThatcontradictstheideathatthehumanYchromosomehascontinuedtolosegenessofastit’lldisappearin10millionyearshesaid.Ithinkwecanwithconfidencedismiss...the’imminentdemise’theoryPagesaid.JenniferA.MarshallGravesoftheAustralianNationalUniversityinCanberraageneresearcherwhoarguesforeventualextinctionoftheYchromosomecalledPage’sworkbeautifulbutsaiditdidn’tshakeherconvictionthattheYisdoomed.TheonlyrealquestioniswhennotiftheYchromosomedisappearsshesaid.Itcouldbealotshorterthan10millionyearsbutitcouldbealotlongershesaid.TheYchromosomehasalreadydisappearedinsomeotheranimalsandthere’snoreasontoexpectitcan’thappentohumansshesaid.Ifithappenedinpeoplesomeotherchromosomewouldprobablytakeoverthesex-determiningroleoftheYshesaid.Theworddinkyline1paragraph4mostprobablymeans
LASTmonthAmerica’sNationalLawJournaltolditsreadersthatemploymentlawyersarewarninglovestruckco-workerstotakeprecautionsintheofficebeforelockinglipsoutside.TheadvicecametoolateforHarryStonecipher.ThebossofBoeingwasforcedtoresignlastweekend—forreasonsthatwillstrikemanyoutsidersasabsurd—afterhisboardweretoldofanaffairthatthe68-year-oldmarriedmanhadbeenconductingwithafemaleemployeewhodidnotreportdirectlytohimInevitablyastheweekrolledondetailsoftheaffairrolledout.Theotherpartywasre2portedtobeDebraPeabodywhoisunmarriedandhasworkedforBoeingfor25years.ThecoupleweresaidtohavefirstgottogetheratBoeing’sannualretreatatPalmDesertCaliforniainJanuary.Afterthatmuchoftheaffairmusthavebeenconductedfromadistance:Mr.Stonecipher’sofficeisatBoeing’sheadquartersinChicago;MsPeabodyrunsthefirm’sgovernment-relationsofficeinWashingtonDC.Theyexchangede-mailsitseemsasofficeloverstendtodothesedaysandthereinprobablylayMrStonecipher’sdownfallLewisPlattBoeing’schairmansaidthatMrStonecipherbrokeacompanyrulethatsays:Employeeswillnotengageinconductoractivitythatmayraisequestionsastothecompany’shonestyimpartialityreputationorotherwisecauseembarrassmenttothecompany.Havinganaffairwithafellowemployeeisnotofitselfagainstcompanyrules;causingembarrassmenttoBoeingis.Itseemsthattheboardjudgedthatthecontentsofthelovers’e-mailswouldhavebeenbadforBoeinghadtheybeenmadepublic.GonearethedayswhenaboardconsideredsuchmattersnoneofitsbusinessasCitibank’sdidin1991whenitsbossJohnReedbecamethetalkofWailStreetforhavinganaffairwithastewardessonCiti’scorporatejet.AtBoeingawhistleblowerissaidtohaveforwardedthemessagestoMrPlatt.Ingenerale-mailsareencryptedandnotaccessibletoanyonewhodoesnotknowthesender’spassword.ButmanyfirmsinstallsoftwaredesignedtosearchelectroniccommunicationsforkeywordssuchassexandCEO.Astudylastyearof840AmericanfirmsbytheAmericanManagementAssociationfoundthat60%ofthemcheckexternale-mailsincomingandoutgoingwhile27%scrutinizeinternalmessagesbetweenemployees.Sweetnothingswhisperedbythewatercoolermaytravellessfarthesedaysthanelectronicbilletsdoux.Boeingisparticularlysensitivetoembarrassmentatthemoment.Mr.Stonecipherwasrecalledfromretirementonly15monthsagoafterthecompany’spreviousbossPhilConditanditschieffinancialofficerMichaelSearshadleftinthewakeofascandalinvolvinganillegaljoboffertoaPentagonofficial.MrStonecipheracrustyformernumbertwoatBoeingwasbroughtbackspecificallytoraisethecompany’sethicalstandardsandtohelpitbeseeninitsmainandaffectedlypuritanicalmarketinWashingtonDCassqueakyclean.Verballyexplicitextra-maritalaffairsareinconsistentwithsuchastrategyitseemsthoughtheyarenotyetenoughtobringdownfuturekingsofEngland.Incorporatelifesuchaffairsarehardlyunusual.Onesurveyfoundthatone-quarterofalllong-termrelationshipsstartatwork;anotherfoundthatover40%ofexecutivessaytheyhavebeeninvolvedinanaffairwithacolleagueandthatinhaftofthesecasesoneorotherpartywasmarriedatthetime.Manyabosshasmarriedhisassistantandlivedhappilyeverafter.Boeingapparentlyusedtoacceptthis:Mr.Condit’sfourthwifewasacolleaguebeforetheymarried.Whichofthefollowingistrueaccordingtothetext
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5$300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14.SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. 9
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5$300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14.SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. 3
[A]Advertisementsaddintereststolife [B]Advertisementshelptosavemoney [C]Criticismsonadvertisers [D]Usefulnessofsmalladvertisements [E]Trueaestheticvalueofadvertisement[ F]Informing:thechieffunctionofadvertising 41______ Advertiserstendtothinkbigandperhapsthisiswhythey’realwayscominginforcriticism.Theircriticsseemtoresentthembecausetheyhaveaflairforself-promotionandbecausetheyhavesomuchmoneytothrowaround."It’siniquitous"theysay"thatthisentirelyunproductiveindustryffwecancallitthatshouldabsorbmillionsofpoundseachyear.Itonlygoestoshowhowmuchprofitthebigcompaniesaremaking.Whydon’ttheystopadvertisingandreducethepriceOftheirgoodsAfterailit’stheconsumerwhopay..." 42______ Thepooroldconsumer!He’dhavetopayagreatdealmoreifadvertisingdidn’tcreatemassmarketsforproducts.Itispreciselybecauseoftheheavyadvertisingthatconsumergoodsaresocheap.Butwegetthewrongideaifwethinktheonlypurposeofadvertisingistosellgoods.Anotherequallyimportantfunctionistoinform.Agreatdealoftheknowledgewehaveabouthouseholdgoodsderiveslargelyfromtheadvertisementsweread.Advertisementsintroduceustonewproductsorremindusoftheexistenceofoneswealreadyknowabout.Supposingyouwantedtobuyawashingmachineitismorethanlikelyyouwouldobtaindetailsregardingperformancepriceetc.fromanadvertisement. 43______ Lotsofpeoplepretendthattheyneverreadadvertisementsbutthisclaimmaybeseriouslydoubted.Itishardlypossiblenottoreadadvertisementsthesedays.Andwhatfuntheyoftenaretoo!Justthinkwhatarailwaystationoranewspaperwouldbelikewithoutadvertisements.WouldyouenjoygazingatablankwallorreadingrailwaylawswhilewaitingforatrainWouldyouliketoreadonlyclosely-printedcolumnsofnewsinyourdailypaperAcheerfulwittyadvertisementmakessuchadifferencetoadrabwallornewspaperfullofthedailyrationofcalamities. 44______ Wemustnotforgeteitherthatadvertisingmakesapositivecontributiontoourpockets.Newspaperscommercialradioandtelevisioncompaniescouldnotsubsistwithoutthissourceofrevenue.Thefactthatwepaysolittleforourdailypaperorcanenjoysomanybroadcastprogramsisdueentirelytothemoneyspentbyadvertisers.Justthinkwhatanewspaperwouldcostifwehadtopayitsfullprice! 45______ Anotherthingwemustn’tforgetisthe"smallads."whichareinvirtuallyeverynewspaperandmagazine.Whatatremendouslyusefulservicetheyperformforthecommunity!Justaboutanythingcanbeaccomplishedthroughthesecolumns.Forinstanceyoucanfindajobbuyorsellahouseannounceabirthmarriageordeathinwhatusedtobecalledthe"hatchmatchanddispatch"columns;butbyfarthemostfascinatingsectionisthepersonalor"agony"column.Nootheriteminanewspaperprovidessuchentertainingreadingorofferssuchadeepinsightintohumannature.It’sthebestadvertisementforadvertisingthereis! 41
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5$300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14.SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. 15
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5$300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14.SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. 1
Thehistoryofthecomputerinthetwentiethcenturyisoneofdramaticadaptationandexpansion.Thecomputerhadmodestbeginningsinareaswhereitwasusedasaspecialisttool.Thefirstelectroniccomputerwasbuiltinthe1930sandwassolelyfortheuseofundergraduatestudentsinIowaStateUniversitytohandlemathematicalcomputationsinnuclearphysics.Inthe1960sanearlyversionoftheInternetARPPANETwasusedincomputerscienceandengineeringprojects.Howeveronly10yearslatercomputerswerestartingtochangeourlifestylethewaywedobusinessandmanyotherthingsandbythelate1980s’networkswereexpandingtoembracesectionsofthegeneralpublic.ComputerizationhaschangedUShighschooleducationinmanyways.Threedifferentchangesthatconsiderbeingimportant.Thefirstistheuseofthecomputerasteachingaidforteachers.Thenextisthemassivedatastorageandfastdataretrievalfacilitatedbycomputer.Thencomesthechangesbroughtaboutbytheintroductionofsimulationsoftware.Howprevalentistheuseofcomputersinschools!Asrecentlyastheearly1980sonly20%ofsecondaryscienceteachersintheUSAwereusingmicrocomputers.HoweversincethenhighschoolsintheUShavecomputerizedrapidly.By1987schoolshadacquiredabout1.5millioncomputerswith95%ofpublicschoolshavingatleastonecomputer.Computerscanbeusedasteachingaidsbothinschoolsandinhomes.Inschoolsforexampleteacherscanplugacomputerintoanespeciallyequippedoverheadprojectortobringtextsgraphicssoundandvideosintoaclassroom.Bythesemultimediacomputeranimationsteacherscanmorereadilyattractandretainstudents’attention.Annconcludesthatcomputeraidedteachingcanattractandmotivatestudentswhoweredroppingoutwhenmoretraditionalmethodswerebeingused.LetusnowturntotheInternet.Thisisaglobalnetworkconnectingmanylocalnetworks.OvertheInternethighschoolstudentscanretrieveinformationanddatabasesfromeverynetworkedlibraryaroundtheworldinseconds.TheWorldWideWebprovidesaneasywaytoaccesshard-to-findinformation.Studentscannowreachanylibrarythroughtheglobalnetworkandfindwhattheywant.Thefinalstepistodownloadthescannedimage.Thoughtheslowtransmissionofsignalthroughthenetworkisamajorlimitingfactoritcanstillsaveusmuchtimeinfindingusefulinformationandthusitisaninvaluabletooltobothhighschoolteachersandstudents.Themainpointofparagraph1isto
TelevisionhastransformedpoliticsintheUnitedStatesbychangingthewayinwhichinformationisdistributedbyalteringpoliticalcampaignsandchangingcitizens’patternsofresponsetopolitics.Bygivingcitizen’sindependentaccesstothecandidatestelevisiondismissedtheroleofthepoliticalpartyintheselectionofthemajorpartycandidates.Bycanteringpoliticsonthepersonofcandidatestelevisionacceleratedthecitizen’sfocusoncharacterratherthanissues. Televisionhasalteredtheformsofpoliticalcommunicationaswell.47Themessagesonwhichmostofusrelyarebrieferthantheyoncewerethestumpspeechapoliticalspeechgivenbytravellingpoliticiansandlasting1.5to2hourswhichcharacterizednineteenth-centurypoliticaldiscoursehasgivenwaytothe30secondadvertisementandthen10second"soundbite"inbroadcastnews.Increasinglytheaudienceforspeechesisnotthatstandinginfrontofthepoliticianbutrathertheviewingaudiencewhowillhearandseeaclipofthespeechonthenews. Intheseabbreviatedformsmuchofwhatconsistedthetraditionalpoliticaldiscourseofearlierageshasbeenlost.48In15or30secondsaspeakercan’testablishthehistoricalcontextthatshapedtheissueinquestioncannotdetailtheprobablecausesoftheproblemandcannotexaminealternativeproposalstoarguethatoneispreferabletoothers.Inclipspoliticiansassertbutdonotargue. Becausetelevisionisanintimatemediumspeakingthroughitrequiredachangedpoliticalstylethatwasmoreconversationalpersonalandvisualthanthatoftheold-stylestumpspeech.Relianceontelevisionmeansthatincreasinglyourpoliticalworldcontainsmemorablepicturesratherthanmemorablewords.Schoolsteachusnotanalyzewordsandprint.49Howeverinaworldinwhichpoliticsisincreasinglyvisualinformedcitizenshiprequiresanewsetofskills. Recognizingthepoweroftelevision’spicturespoliticianscrafttelevisualandstagedeventscalledpseudo-eventsdesignedtoattractmediacoverage.50Politicianstheirspeechwritersandtheirpublicrelationsadvisersfortelevisedconsumptionhavecraftedmuchofthepoliticalactivityweseeontelevisionnews.Soundbitesinnewsandanswerstoquestionsindebatesincreasinglysoundlikeadvertisements. 47
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5$300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14.SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. 11
Lookingathowfarwe’llbeabletofundtheHealthServiceinthe21stcenturyraisesanynumberofthornyissues.46Manyoftheoptionshavealreadybeenrehearsedinthepress:excludingsometreatmentsfromtheNHSchargingforcertaindrugsandservicesanddevelopingvoluntaryorcompulsoryhealthinsuranceschemes. ComparedtoitsEuropeanUnioncounterpartsBritainoperatesalow-costhealthsystem:wespendabout7percentofGDPonhealthcomparedwith9percentintheNetherlandsand10percentinFranceandGermany.Intermsofhealthoutcomesversusspendwecompareprettyfavourably. Idon’tseeprivatehealthcareprovidingmuchofthesolutiontocurrentproblems.47Morelikelyisashiftfromuniversalhealthcoveragetotop-upschemeswhichgivepeoplebasichealthentitlementsbutrequirethemtofinanceothertreatmentthroughprivatefinancingoropt-outschemeswhichusetaxrelieftoencourageindividualstomakeprivateprovision.Neitherisclosetobeingimplementedbutthefuturecouldseeadeliberateshiftofattentiontovoluntaryhealth.insuranceandanemphasisonsocialinsurance. 48Iexpectindividualstotakegreaterresponsibilityfortheirpersonalhealthusingtechnologythatallowsself-diagnosisfollowedbyself-treatmentorhomecare.Evensohighertaxeswillplainlybeneededtofundhealthcare.49Ithinkwe’lleventuallyseelargerNHSchargesmorerationingofmedicalservicesandrestrictionsoncertainprocedureswithoutprovenoutcomes.Strictereligibilitycriteriaforcertaintreatmentsareanotherpossibility. Allsuchoptionswouldmeanasharpbreakwithtraditionandpoliticalfall-outthatcouldbeextremelydamaging.50Noneofthemisgoingtowinvotesforthepoliticalpartydesperateenoughtointroducethembutthennobodyisgoingtovoteforill-healthoranearlydeatheither. Morelikelyisashiftfromuniversalhealthcoveragetotop-upschemeswhichgivepeoplebasichealthentitlementsbutrequirethemtofinanceothertreatmentthroughprivatefinancingoropt-outschemeswhichusetaxrelieftoencourageindividualstomakeprivateprovision.
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5$300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14.SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. 13
Lookingathowfarwe’llbeabletofundtheHealthServiceinthe21stcenturyraisesanynumberofthornyissues.46Manyoftheoptionshavealreadybeenrehearsedinthepress:excludingsometreatmentsfromtheNHSchargingforcertaindrugsandservicesanddevelopingvoluntaryorcompulsoryhealthinsuranceschemes. ComparedtoitsEuropeanUnioncounterpartsBritainoperatesalow-costhealthsystem:wespendabout7percentofGDPonhealthcomparedwith9percentintheNetherlandsand10percentinFranceandGermany.Intermsofhealthoutcomesversusspendwecompareprettyfavourably. Idon’tseeprivatehealthcareprovidingmuchofthesolutiontocurrentproblems.47Morelikelyisashiftfromuniversalhealthcoveragetotop-upschemeswhichgivepeoplebasichealthentitlementsbutrequirethemtofinanceothertreatmentthroughprivatefinancingoropt-outschemeswhichusetaxrelieftoencourageindividualstomakeprivateprovision.Neitherisclosetobeingimplementedbutthefuturecouldseeadeliberateshiftofattentiontovoluntaryhealth.insuranceandanemphasisonsocialinsurance. 48Iexpectindividualstotakegreaterresponsibilityfortheirpersonalhealthusingtechnologythatallowsself-diagnosisfollowedbyself-treatmentorhomecare.Evensohighertaxeswillplainlybeneededtofundhealthcare.49Ithinkwe’lleventuallyseelargerNHSchargesmorerationingofmedicalservicesandrestrictionsoncertainprocedureswithoutprovenoutcomes.Strictereligibilitycriteriaforcertaintreatmentsareanotherpossibility. Allsuchoptionswouldmeanasharpbreakwithtraditionandpoliticalfall-outthatcouldbeextremelydamaging.50Noneofthemisgoingtowinvotesforthepoliticalpartydesperateenoughtointroducethembutthennobodyisgoingtovoteforill-healthoranearlydeatheither. Ithinkwe’lleventuallyseelargerNHSchargesmorerationingofmedicalservicesandrestrictionsoncertainprocedureswithoutprovenoutcomes
WHAT’SthedifferencebetweenGodandLarryEllisonasksanoldsoftwareindustryjoke.Answer:Goddoesn’tthinkhe’sLarryEllison.ThebossofOracleishardlyaloneamongcorporatechiefsinhavingareputationforbeingratherkeenonhimself.Indeed’untilthebubbleburstandthepublicturnednastyatthestartofthedecadethecultofthecelebritychiefexecutiveseemedtodemandbosslynarcissismasevidencethatafirmwasbeingledbyanall-conqueringhero.Narcissusmetanastyendofcourse.Andinrecentyearsboss-worshiphascometobeseenasbadforbusiness.InhismanagementbestsellerGoodtoGreatJimCollinsarguedthatthetrulysuccessfulbosseswerenottheserf-proclaimedstarswhoadornthecoversofForbesandFortunebutinsteadself-effacingthoughtfulmonkishsortswholeadbyinspiringexample.Astatisticalanswermaybeathand.ForthefirsttimeanewstudyIt’sAllAboutMetobepresentednextweekattheannualgatheringoftheAmericanAcademyofManagementoffersasystematicempiricalanalysisofwhateffectnarcissisticbosseshaveonthefirmstheyrun.TheauthorsArijitChatterjeeandDonaldHambrickofPennsylvaniaStateUniversityexaminednarcissismintheupperlevelsof105firmsinthecomputerandsoftwareindustries.Todothistheybadtosolveapracticalproblem:studiesofnarcissismhavehithertoreliedonsurveyingindividualspersonallysomethingforwhichfewchiefexecutivesarelikelytohavetimeorinclination.Sotheauthorsdevisedanindexofnarcissismusingsixpubliclyavailableindicatorsobtainablewithouttheco-operationoftheboss.Theseare:theprominenceoftheboss’sphotointheannualreport;hisprominenceincompanypressreleases;thelengthofhisWho’sWhoentry;thefrequencyofhisuseofthefirstpersonsingularininterviews;andtheratiosofhiscashandnon-cashcompensationtothoseofthefirm’ssecond-highestpaidexecutive.Narcissismnaturallydrivespeopletoseekpositionsofpowerandinfluenceandbecausegreatself-esteemhelpsyourprofessionaladvancesaytheauthorschiefexecutiveswilltendonaveragetobemorenarcissisticthanthegeneralpopulation.HowdoesthataffectafirmMessrsChatterjeeandHambrickfoundthathighlynarcissisticbossestendedtomakebiggerchangesintheuseofimportantresourcessuchasresearchanddevelopmentorinspendingandleverage;theycarriedoutmoreandbiggermergersandacquisitions;andtheirresultswerebothmoreextrememorebigwinsorbiglossesandmoretransientthanthoseoffirmsrunbytheirhumblerpeers.Forshareholdersthatcouldbegoodorbad.AlthoughoddlytheauthorsarekeepingtheirnarcissismrankingsecrettheyhaverevealedthatMrEllisondidnotcometop.Alasforhimthatmaybebecausethestudylimiteditsefftopeoplewhobecamethebossafter1991--wellafterhetookthehelm.IneveryrespectMrEllisonseemstobetheclassicnarcissisticbossclaimsMrChatterjee.Thereislifeintheoldjokeyet.JimCollinsseemstobelievethattrulysuccessfulmanagers
ThehumanYchromosome--theDNAchunkthatmakesamanaman—haslostsomanygenesoverevolutionarytimethatsomescientistshavesuspecteditmightdisappearin10millionyears.Butanewstudysaysit’llstickaround.Researchersfoundnosignofgenelossoverthepast6millionyearssuggestingthechromosomeisdoingaprettygoodjobofmaintainingitselfsaidresearcherDavidPageoftheWhiteheadInstituteforBiomedicalResearchinCambridgeMass.ThatagreeswithpriormathematicalcalculationsthatsuggestedtherateofgenelosswouldslowasthechromosomeevolvedPageandstudyco-authorsnoteinThursday’sissueofthejournalNature.AndtheysayitclasheswithwhatPagecalledtheimminentdemiseideathatsaystheYchromosomeisdoomedtoextinction.TheYappeared300millionyearsagoandhassinceerodedintoadinkychromosomebecauseitlacksthemechanismotherchromosomeshavetogetridofdamagedDNA.Somutationshavedisabledhundredsofitsoriginalgenescausingthemtobeshedasuseless.TheYnowcontainsonly27genesorfamiliesofvirtuallyidenticalgenes.In2003Pagereportedthatthemodern-dayYhasanunusualmechanismtofixabouthalfofitsgenesandprotectthemfromdisappearing.Buthesaidsomescientistsdisagreedwithhisconclusion.ThenewpaperfocusesonaregionoftheYchromosomewheregenescan’tbefixedthatway.Researcherscomparedthehumanandchimpanzeeversionsofthisregion.Humansandchimpshavebeenevolvingseparatelyforabout6millionyearssoscientistsreasonedthatthecomparisonswouldrevealgenesthathavebecomedisabledinonespeciesortheotherduringthattime.TheyfoundfivesuchgenesonthechimpchromosomebutnoneonthehumanchromosomeanimbalancePagecalledsurprising.Itlooksliketherehasbeenlittleifanygenelossinourownspecieslineageinthelast6millionyearsPagesaid.ThatcontradictstheideathatthehumanYchromosomehascontinuedtolosegenessofastit’lldisappearin10millionyearshesaid.Ithinkwecanwithconfidencedismiss...the’imminentdemise’theoryPagesaid.JenniferA.MarshallGravesoftheAustralianNationalUniversityinCanberraageneresearcherwhoarguesforeventualextinctionoftheYchromosomecalledPage’sworkbeautifulbutsaiditdidn’tshakeherconvictionthattheYisdoomed.TheonlyrealquestioniswhennotiftheYchromosomedisappearsshesaid.Itcouldbealotshorterthan10millionyearsbutitcouldbealotlongershesaid.TheYchromosomehasalreadydisappearedinsomeotheranimalsandthere’snoreasontoexpectitcan’thappentohumansshesaid.Ifithappenedinpeoplesomeotherchromosomewouldprobablytakeoverthesex-determiningroleoftheYshesaid.Itcanbeinferredfromthefirst3paragraphsthat
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5$300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14.SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. 19
Directions:Writealetterinreplytoafriend’sinquiryaboutapplyingforadmissiontoyourcollegeoruniversity.Yourlettershouldinclude:1themajoryourecommend;2therequirementsfortheapplication;3howtopreparefortheexam.Youshouldwriteabout100wordsonAnswersheet2.Donotsignyournameattheendoftheletter.UseLiHuainstead.Youdonotneedtowritetheaddress.
ThehumanYchromosome--theDNAchunkthatmakesamanaman—haslostsomanygenesoverevolutionarytimethatsomescientistshavesuspecteditmightdisappearin10millionyears.Butanewstudysaysit’llstickaround.Researchersfoundnosignofgenelossoverthepast6millionyearssuggestingthechromosomeisdoingaprettygoodjobofmaintainingitselfsaidresearcherDavidPageoftheWhiteheadInstituteforBiomedicalResearchinCambridgeMass.ThatagreeswithpriormathematicalcalculationsthatsuggestedtherateofgenelosswouldslowasthechromosomeevolvedPageandstudyco-authorsnoteinThursday’sissueofthejournalNature.AndtheysayitclasheswithwhatPagecalledtheimminentdemiseideathatsaystheYchromosomeisdoomedtoextinction.TheYappeared300millionyearsagoandhassinceerodedintoadinkychromosomebecauseitlacksthemechanismotherchromosomeshavetogetridofdamagedDNA.Somutationshavedisabledhundredsofitsoriginalgenescausingthemtobeshedasuseless.TheYnowcontainsonly27genesorfamiliesofvirtuallyidenticalgenes.In2003Pagereportedthatthemodern-dayYhasanunusualmechanismtofixabouthalfofitsgenesandprotectthemfromdisappearing.Buthesaidsomescientistsdisagreedwithhisconclusion.ThenewpaperfocusesonaregionoftheYchromosomewheregenescan’tbefixedthatway.Researcherscomparedthehumanandchimpanzeeversionsofthisregion.Humansandchimpshavebeenevolvingseparatelyforabout6millionyearssoscientistsreasonedthatthecomparisonswouldrevealgenesthathavebecomedisabledinonespeciesortheotherduringthattime.TheyfoundfivesuchgenesonthechimpchromosomebutnoneonthehumanchromosomeanimbalancePagecalledsurprising.Itlooksliketherehasbeenlittleifanygenelossinourownspecieslineageinthelast6millionyearsPagesaid.ThatcontradictstheideathatthehumanYchromosomehascontinuedtolosegenessofastit’lldisappearin10millionyearshesaid.Ithinkwecanwithconfidencedismiss...the’imminentdemise’theoryPagesaid.JenniferA.MarshallGravesoftheAustralianNationalUniversityinCanberraageneresearcherwhoarguesforeventualextinctionoftheYchromosomecalledPage’sworkbeautifulbutsaiditdidn’tshakeherconvictionthattheYisdoomed.TheonlyrealquestioniswhennotiftheYchromosomedisappearsshesaid.Itcouldbealotshorterthan10millionyearsbutitcouldbealotlongershesaid.TheYchromosomehasalreadydisappearedinsomeotheranimalsandthere’snoreasontoexpectitcan’thappentohumansshesaid.Ifithappenedinpeoplesomeotherchromosomewouldprobablytakeoverthesex-determiningroleoftheYshesaid.Theauthor’sattitudetowardstheYchromosomeissueseemstobe
Untilthelate1940swhentelevisionbeganfindingitswayintoAmericanhomescompaniesreliedmainlyonprintandradiotopromotetheirproductsandservices.Theadventoftelevision1arevolutioninproductandservice.Between1949and1951advertisingontelevisiongrew960percent.TodaytheInternetisonceagain2promotion.Bygoingonlinecompaniescancommunicateinstantlyanddirectlywithprospectivecustomers.3ontheWorldWideWebincludesadvertisingsponsorshipsandsalespromotions4sweepstakescontestscouponsandrebates.In1996WorldWideWebadvertisingrevenues5$300million. Effectiveonlinemarketersdon’t6transferhard-copyadstocyberspace.7sitesblendpromotionalandnon-promotionalinformationindirectlydeliveringtheadvertisingmessages.To8visitstotheirsitesandtocreateand9customerloyaltycompanieschangeinformationfrequentlyandprovidemanyopportunitiesfor10. Aprototypeforexcellent11promotionistheRaguWebsite.Herevisitorscanfindthirty-sixpastarecipestakeItalianlessonsandviewanItalianfilmfestival12theywillfindnotraditionalads.13subtleisthemixofproductandpromotionthatvisitorshardlyknowanadvertisingmessagehasbeen14.SegaofAmericamakerofcomputergamesandhardwareusesitsWebsitefora15ofdifferentpromotionssuchas16newgamecharacterstothepublicandsupplyingWebsurferstheopportunityto17games.Sega’shomepageaverages250000visitsaday.ToheighteninterestinthesiteSegaboughtanadvertisingbanneronNetscape18increasingsitevisitsby15percent.Online19inQuakerOats’GatoradepromotionreceivedafreeT-shirtinexchangeforansweringafewquestions.QuakerOatsreportsthattheonlinepromotioncreatedproduct20andhelpedthecompanyknowitscustomersbetter. 5
Thehistoryofthecomputerinthetwentiethcenturyisoneofdramaticadaptationandexpansion.Thecomputerhadmodestbeginningsinareaswhereitwasusedasaspecialisttool.Thefirstelectroniccomputerwasbuiltinthe1930sandwassolelyfortheuseofundergraduatestudentsinIowaStateUniversitytohandlemathematicalcomputationsinnuclearphysics.Inthe1960sanearlyversionoftheInternetARPPANETwasusedincomputerscienceandengineeringprojects.Howeveronly10yearslatercomputerswerestartingtochangeourlifestylethewaywedobusinessandmanyotherthingsandbythelate1980s’networkswereexpandingtoembracesectionsofthegeneralpublic.ComputerizationhaschangedUShighschooleducationinmanyways.Threedifferentchangesthatconsiderbeingimportant.Thefirstistheuseofthecomputerasteachingaidforteachers.Thenextisthemassivedatastorageandfastdataretrievalfacilitatedbycomputer.Thencomesthechangesbroughtaboutbytheintroductionofsimulationsoftware.Howprevalentistheuseofcomputersinschools!Asrecentlyastheearly1980sonly20%ofsecondaryscienceteachersintheUSAwereusingmicrocomputers.HoweversincethenhighschoolsintheUShavecomputerizedrapidly.By1987schoolshadacquiredabout1.5millioncomputerswith95%ofpublicschoolshavingatleastonecomputer.Computerscanbeusedasteachingaidsbothinschoolsandinhomes.Inschoolsforexampleteacherscanplugacomputerintoanespeciallyequippedoverheadprojectortobringtextsgraphicssoundandvideosintoaclassroom.Bythesemultimediacomputeranimationsteacherscanmorereadilyattractandretainstudents’attention.Annconcludesthatcomputeraidedteachingcanattractandmotivatestudentswhoweredroppingoutwhenmoretraditionalmethodswerebeingused.LetusnowturntotheInternet.Thisisaglobalnetworkconnectingmanylocalnetworks.OvertheInternethighschoolstudentscanretrieveinformationanddatabasesfromeverynetworkedlibraryaroundtheworldinseconds.TheWorldWideWebprovidesaneasywaytoaccesshard-to-findinformation.Studentscannowreachanylibrarythroughtheglobalnetworkandfindwhattheywant.Thefinalstepistodownloadthescannedimage.Thoughtheslowtransmissionofsignalthroughthenetworkisamajorlimitingfactoritcanstillsaveusmuchtimeinfindingusefulinformationandthusitisaninvaluabletooltobothhighschoolteachersandstudents.Theauthor’sattitudetowardscomputerizationseemstobe
ThesuccessofAugustusowedmuchtothecharacterofRomantheorizingaboutthestate.TheRomansdidnotproduceambitiousblueprints1theconstructionofidealstatessuchas2totheGreeks.WithveryfewexceptionsRomantheoristsignoredorrejected3valuelessintellectualexerciseslikePlato’sRepublicin4therelationshipoftheindividualtothestatewas5outpainstakinglywithoutreferenceto6statesorindividuals.TheclosesttheRomancametotheGreekmodelwasCicero’sDeRePublieaandevenhereCicerohadRomeclearlyin7.Romanthoughtaboutthestatewasconcreteevenwhenit8religiousandmoralconcepts.ThefirstrulerofRomeRomuluswas9tohavereceivedauthorityfromthegodsspecificallyfromJupiterthe"guarantor"ofRome.Allconstitutional10wasamethodofconferringandadministeringthe11.Veryclearlyitwasbelievedthatonlytheassemblyofthe12thefamilyheadswhoformedtheoriginalsenate13thereligiouscharacternecessarytoexerciseauthoritybecauseitsoriginalfunctionwasto14thegods.Beingpracticalaswellasexclusivethesenatorsmoved15todividetheauthorityholdingthattheirconsulsorchiefofficialswouldpossessiton16monthsandlaterextendingitspossessiontolowerofficials.17theimportantachievementwastocreatetheideaofcontinuing18authorityembodiedonlytemporarilyincertainupper-classindividualsandconferredonly19themassofthepeopleconcurred.Thesystemgrewwithenormous20asnewofficesandassemblieswerecreatedandalmostnonediscarded. 1
Directions:QingdaoisgoingtoholdaBeerFestival.WritealettertoinviteyourfriendinBeijingtocometoQingdaotoenjoythefestivalYourlettershouldinclude:1thereasonsfortheinvitation;2arrangementforhisorherstayinQingdao;3recommendationaboutthetransportation.Youshouldwriteabout100wordsonAnswersheet2.Donotsignyournameattheendoftheletter.UseLiHuainstead.Youdonotneedtowritetheaddress.
[A]Advertisementsaddintereststolife [B]Advertisementshelptosavemoney [C]Criticismsonadvertisers [D]Usefulnessofsmalladvertisements [E]Trueaestheticvalueofadvertisement[ F]Informing:thechieffunctionofadvertising 41______ Advertiserstendtothinkbigandperhapsthisiswhythey’realwayscominginforcriticism.Theircriticsseemtoresentthembecausetheyhaveaflairforself-promotionandbecausetheyhavesomuchmoneytothrowaround."It’siniquitous"theysay"thatthisentirelyunproductiveindustryffwecancallitthatshouldabsorbmillionsofpoundseachyear.Itonlygoestoshowhowmuchprofitthebigcompaniesaremaking.Whydon’ttheystopadvertisingandreducethepriceOftheirgoodsAfterailit’stheconsumerwhopay..." 42______ Thepooroldconsumer!He’dhavetopayagreatdealmoreifadvertisingdidn’tcreatemassmarketsforproducts.Itispreciselybecauseoftheheavyadvertisingthatconsumergoodsaresocheap.Butwegetthewrongideaifwethinktheonlypurposeofadvertisingistosellgoods.Anotherequallyimportantfunctionistoinform.Agreatdealoftheknowledgewehaveabouthouseholdgoodsderiveslargelyfromtheadvertisementsweread.Advertisementsintroduceustonewproductsorremindusoftheexistenceofoneswealreadyknowabout.Supposingyouwantedtobuyawashingmachineitismorethanlikelyyouwouldobtaindetailsregardingperformancepriceetc.fromanadvertisement. 43______ Lotsofpeoplepretendthattheyneverreadadvertisementsbutthisclaimmaybeseriouslydoubted.Itishardlypossiblenottoreadadvertisementsthesedays.Andwhatfuntheyoftenaretoo!Justthinkwhatarailwaystationoranewspaperwouldbelikewithoutadvertisements.WouldyouenjoygazingatablankwallorreadingrailwaylawswhilewaitingforatrainWouldyouliketoreadonlyclosely-printedcolumnsofnewsinyourdailypaperAcheerfulwittyadvertisementmakessuchadifferencetoadrabwallornewspaperfullofthedailyrationofcalamities. 44______ Wemustnotforgeteitherthatadvertisingmakesapositivecontributiontoourpockets.Newspaperscommercialradioandtelevisioncompaniescouldnotsubsistwithoutthissourceofrevenue.Thefactthatwepaysolittleforourdailypaperorcanenjoysomanybroadcastprogramsisdueentirelytothemoneyspentbyadvertisers.Justthinkwhatanewspaperwouldcostifwehadtopayitsfullprice! 45______ Anotherthingwemustn’tforgetisthe"smallads."whichareinvirtuallyeverynewspaperandmagazine.Whatatremendouslyusefulservicetheyperformforthecommunity!Justaboutanythingcanbeaccomplishedthroughthesecolumns.Forinstanceyoucanfindajobbuyorsellahouseannounceabirthmarriageordeathinwhatusedtobecalledthe"hatchmatchanddispatch"columns;butbyfarthemostfascinatingsectionisthepersonalor"agony"column.Nootheriteminanewspaperprovidessuchentertainingreadingorofferssuchadeepinsightintohumannature.It’sthebestadvertisementforadvertisingthereis! 43
TelevisionhastransformedpoliticsintheUnitedStatesbychangingthewayinwhichinformationisdistributedbyalteringpoliticalcampaignsandchangingcitizens’patternsofresponsetopolitics.Bygivingcitizen’sindependentaccesstothecandidatestelevisiondismissedtheroleofthepoliticalpartyintheselectionofthemajorpartycandidates.Bycanteringpoliticsonthepersonofcandidatestelevisionacceleratedthecitizen’sfocusoncharacterratherthanissues. Televisionhasalteredtheformsofpoliticalcommunicationaswell.47Themessagesonwhichmostofusrelyarebrieferthantheyoncewerethestumpspeechapoliticalspeechgivenbytravellingpoliticiansandlasting1.5to2hourswhichcharacterizednineteenth-centurypoliticaldiscoursehasgivenwaytothe30secondadvertisementandthen10second"soundbite"inbroadcastnews.Increasinglytheaudienceforspeechesisnotthatstandinginfrontofthepoliticianbutrathertheviewingaudiencewhowillhearandseeaclipofthespeechonthenews. Intheseabbreviatedformsmuchofwhatconsistedthetraditionalpoliticaldiscourseofearlierageshasbeenlost.48In15or30secondsaspeakercan’testablishthehistoricalcontextthatshapedtheissueinquestioncannotdetailtheprobablecausesoftheproblemandcannotexaminealternativeproposalstoarguethatoneispreferabletoothers.Inclipspoliticiansassertbutdonotargue. Becausetelevisionisanintimatemediumspeakingthroughitrequiredachangedpoliticalstylethatwasmoreconversationalpersonalandvisualthanthatoftheold-stylestumpspeech.Relianceontelevisionmeansthatincreasinglyourpoliticalworldcontainsmemorablepicturesratherthanmemorablewords.Schoolsteachusnotanalyzewordsandprint.49Howeverinaworldinwhichpoliticsisincreasinglyvisualinformedcitizenshiprequiresanewsetofskills. Recognizingthepoweroftelevision’spicturespoliticianscrafttelevisualandstagedeventscalledpseudo-eventsdesignedtoattractmediacoverage.50Politicianstheirspeechwritersandtheirpublicrelationsadvisersfortelevisedconsumptionhavecraftedmuchofthepoliticalactivityweseeontelevisionnews.Soundbitesinnewsandanswerstoquestionsindebatesincreasinglysoundlikeadvertisements. 49
[A]Advertisementsaddintereststolife [B]Advertisementshelptosavemoney [C]Criticismsonadvertisers [D]Usefulnessofsmalladvertisements [E]Trueaestheticvalueofadvertisement[ F]Informing:thechieffunctionofadvertising 41______ Advertiserstendtothinkbigandperhapsthisiswhythey’realwayscominginforcriticism.Theircriticsseemtoresentthembecausetheyhaveaflairforself-promotionandbecausetheyhavesomuchmoneytothrowaround."It’siniquitous"theysay"thatthisentirelyunproductiveindustryffwecancallitthatshouldabsorbmillionsofpoundseachyear.Itonlygoestoshowhowmuchprofitthebigcompaniesaremaking.Whydon’ttheystopadvertisingandreducethepriceOftheirgoodsAfterailit’stheconsumerwhopay..." 42______ Thepooroldconsumer!He’dhavetopayagreatdealmoreifadvertisingdidn’tcreatemassmarketsforproducts.Itispreciselybecauseoftheheavyadvertisingthatconsumergoodsaresocheap.Butwegetthewrongideaifwethinktheonlypurposeofadvertisingistosellgoods.Anotherequallyimportantfunctionistoinform.Agreatdealoftheknowledgewehaveabouthouseholdgoodsderiveslargelyfromtheadvertisementsweread.Advertisementsintroduceustonewproductsorremindusoftheexistenceofoneswealreadyknowabout.Supposingyouwantedtobuyawashingmachineitismorethanlikelyyouwouldobtaindetailsregardingperformancepriceetc.fromanadvertisement. 43______ Lotsofpeoplepretendthattheyneverreadadvertisementsbutthisclaimmaybeseriouslydoubted.Itishardlypossiblenottoreadadvertisementsthesedays.Andwhatfuntheyoftenaretoo!Justthinkwhatarailwaystationoranewspaperwouldbelikewithoutadvertisements.WouldyouenjoygazingatablankwallorreadingrailwaylawswhilewaitingforatrainWouldyouliketoreadonlyclosely-printedcolumnsofnewsinyourdailypaperAcheerfulwittyadvertisementmakessuchadifferencetoadrabwallornewspaperfullofthedailyrationofcalamities. 44______ Wemustnotforgeteitherthatadvertisingmakesapositivecontributiontoourpockets.Newspaperscommercialradioandtelevisioncompaniescouldnotsubsistwithoutthissourceofrevenue.Thefactthatwepaysolittleforourdailypaperorcanenjoysomanybroadcastprogramsisdueentirelytothemoneyspentbyadvertisers.Justthinkwhatanewspaperwouldcostifwehadtopayitsfullprice! 45______ Anotherthingwemustn’tforgetisthe"smallads."whichareinvirtuallyeverynewspaperandmagazine.Whatatremendouslyusefulservicetheyperformforthecommunity!Justaboutanythingcanbeaccomplishedthroughthesecolumns.Forinstanceyoucanfindajobbuyorsellahouseannounceabirthmarriageordeathinwhatusedtobecalledthe"hatchmatchanddispatch"columns;butbyfarthemostfascinatingsectionisthepersonalor"agony"column.Nootheriteminanewspaperprovidessuchentertainingreadingorofferssuchadeepinsightintohumannature.It’sthebestadvertisementforadvertisingthereis! 45
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