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In my children’s lifetimes, I believe gorillas, chimpanzees and orangutans will all become extinc...
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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. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.15
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. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.5
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
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
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. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.11
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. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.1
Directions:QingdaoisgoingtoholdaBeerFestival.WritealettertoinviteyourfriendinBeijingtocometoQingdaotoenjoythefestivalYourlettershouldinclude:1thereasonsfortheinvitation;2arrangementforhisorherstayinQingdao;3recommendationaboutthetransportation.Youshouldwriteabout100wordsonAnswersheet2.Donotsignyournameattheendoftheletter.UseLiHuainstead.Youdonotneedtowritetheaddress.
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
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. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.13
Directions:Writealetterinreplytoafriend’sinquiryaboutapplyingforadmissiontoyourcollegeoruniversity.Yourlettershouldinclude:1themajoryourecommend;2therequirementsfortheapplication;3howtopreparefortheexam.Youshouldwriteabout100wordsonAnswersheet2.Donotsignyournameattheendoftheletter.UseLiHuainstead.Youdonotneedtowritetheaddress.
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
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
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. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.9
[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
[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
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
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. Themessagesonwhichmostofusrelyarebrieferthantheyoncewerethestumpspeechapoliticalspeechgivenbytravellingpoliticiansandlasting1.5to2hourswhichcharacterizednineteenth-centurypoliticaldiscoursehasgivenwaytothe30secondadvertisementandthen10secondsoundbiteinbroadcastnews.
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. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.7
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. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.17
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. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.19
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. Howeverinaworldinwhichpoliticsisincreasinglyvisualinformedcitizenshiprequiresanewsetofskills.
[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
AlthoughnolongerslaversaftertheCivilWarAmericanblackstooknosignificantpartinthelifeofwhiteAmericaexceptasservantsorlaborers.Manythousandsofthememigratedfromthewar-ravagedSouthtotheNorthfrom1865to1915inthehopeoffindingworkinthebigindustrialcities.WholecommunitiesofblackscrowdedtogetherintoghettosinNewYorkCityChicagoandDetroitwhereoncethepoorwhiteimmigrantshadlived.Theseghettosneglectedbythecityauthoritiesbecameslums.Theschoolstowhichblackchildrenwentwerehopelesslyinadequate.Unemploymentinblackghettosremainedconsistentlyhigherthaninwhitecommunities. 41.Seriousproblemswithblackghettos.______ Stablefamilylifewasdifficulttomaintain. 42.Theextremepovertyoftheblacks.______ Inthelate1970snearlyathirdofallblacksstillbelongedtotheso-called"underclass"theyareso"under-privileged"andpoorthattheycannotseizetheopportunityforadvancement. 43.Effortstoputanendtoracialdiscrimination.______ RacerelationsintheUSAcontinuetobeathornyproblem 44.ImprovementsinIvesoftheblacks.______ Despitesomesetbacksracerelationsareimproving. 45.Prevailingviolenceinsolvingracialproblems.______ Itissaidthattelevisionhadanenormousinfluenceonfrustratedandhitterblacksforitshowedthembowmuchbetterwhitesonthewholelivedthanblacks.Attheendofthe1960stherewereseriousriotsinmanycities. Theviolencequicklydieddown.Blacksbegantousetheirvotestoexertpoliticalpressure.CitieslikeAtlantaGeorgiaGaryIndianaandLosAngelesCaliforniaelectedblackmayors.IntegrationofschoolsdespiteresistancefromwhitegroupsgoesonandtheproportionofblacksinAmericancollegeshasincreaseddramaticallyinthelast20years.Therearereasonstomaintainacautiousoptimismthatprogressinracerelationswillcontinue. [A]Ithasbeenestimatedthattherearemorethan20millionAmericansinthiscategory10%ofthepopulationincludingmanymillionsofwhites. [B]Blacksaregaininginself-confidence.Inmoreandmoreareastheyarewinningcontroloftheircommunitiesandtheirstandardoflivingisgoingupfasterthanthatofthepoorwhites.Itisstillahardstruggle.ThereisstillprejudiceandevensomehatredbutinmostwalksofAmericanlifetherearenowmoreblacksthaneverbefore. [C]Theeraofblatantdiscriminationendedinthe1960sthroughthecourageousactionsofthousandsofblacksparticipatinginpeacefulmarchesandsitinstoforceSouthernstatestoimplementtheFederaldesegregationlawsinschoolsandpublicaccommodations.Downcamethe"whitesonly"noticesinbusedhotelstrainsrestaurantssportingeventsrestroomsandonparkbenchesthatoncecouldbefoundeverywherethroughouttheSouth.GoneweretherestrictionsthatpreventedblacksvotingGonetoowerethehideouslynchingswhichsincetheCivilWarhadcausedthedeathofthousandsofinnocentblacks—hangedwithouttrialbywhitemobs.Howevereventodaypooruneducatedlacksdonotalwaysreceivethesamedegreeofjusticethatthemoreaffluentandbettereducatedcanexpect. [D]Manyblackschosetokeepsilentabouttheirunfairnessinsteadofresortingtoviolence.Buttheirsilencewasalsoproblemprovoking:ontheonehandsilencewouldbuildupalotofcomplaintsandhatredintheirmindsthusresultinginanegativeapproachtolifeandeverything;ontheotherhandsilencewouldgivethewhitesanimpressionthattheblackstaketherealityforgrantedandput.moreracialdiscriminationonthem. [E]Unemployedfatherswouldonoccasionwalkoutoftheirhomesandneverreturn.Childrenneglectedbytheirparentsturnedinsomeinstancestodrugsandcrimes.Therearemorethan700murdersayearincitieslikeNewYorkDetroitLosAngelesandHoustonandmostofthesedeathsareofblackskilledbyblacks.Theblackghettosaredangerousbothforblacksandnon-blacks. [F]RadicalblacksliketheBlackpanthersdemandedafreeblackstatewithintheUnionandadvocatedviolencetoachievethatendandtoprotectthemselvesagainstwhattheyfeltwaspolicebrutalitytowardblacks.ForawhileviolenceovershadowedtheinfluenceofthegreatlyrespectedpacifistblackMartinLutherKingJr.whohadprovidedtheinspirationandleadershipforthosedevotedtoapeacefulchangeandwhosemurderin1968stunnedAmerica. 45
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
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
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. Readthefollowingtext.ChoosethebestwordsforeachnumberedblankandmarkABCorDonANSWERSHEET1.3
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