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从发展趋势来看由负责保障__实施的体制已日益受到许多国家的重视并且有可能成为占据主导地位的体制之一
Inacompetitiveeconomytheconsumerusuallyhasthechoiceofseveraldifferentbrandsofthesameproduct.Yetunderneaththeirlabelstheseproductsareoftennearlyidentical.Onemanufacturer’’stoothpastetendstodifferverylittlefromanothermanufacturer’’s.Twodifferentbrandsofshampoomayvaryonlyinscentorcolor.Andthetobaccointwodifferentbrandsofcigarettesfrequentlycomesfromthesamefields.Thisclosesimilaritymeansthatashopperoftenhaslittlereasontochooseonebrandoveranother.Thusmanufacturersareconfrontedwithaproblem--howtokeepsaleshighenoughtostayinbusiness.Manufacturerssolvethisproblembyadvertising.Throughadvertisingeachmanufacturingcompanytriestoconvinceconsumersthatitsproductisspecial.Todothisthecompaniestrytoappealtoconsumersinvariousways.Infactadvertisementsmaybeclassifiedintothreetypesaccordingtothekindofappealstheyuse. Onetypeofadvertisementtriestoappealtotheconsumer’’sreasoningmind.Itmayofferaclaimthatseemsscientific.ForexampleitmaysaythatdentistsrecommendFlashtoothpasteoritmaydeclarethatWoofdogfoodcontainsaspecialvitamin-richingredientknownasK-9oritmayreportthatlaboratorytestsshowthatR.I.P.cigarettescontainfewerharmfulingredientsthanotherbrands.Insellingaproductthetruthofadvertisingmaybelessimportantthantheappearanceoftruth.Ascientificapproachgivestheappearanceoftruth. Anothertypeofadvertisementtriestoamusethepotentialbuyer.Productsthatareessentiallyboringsuchascleaningpowderorinsecticideareoftenadvertisedinanamusingmanner.Onewayofdoingthisistomaketheproductsappearalive.Theadvertisermaydrawlittlecartooneyesarmsandlegsonthecansofcleaningpowderandhavetheresultingfiguresscrubthesink.Adsofthissortaresillybutadvertisersbelievethatconsumersarelikelytorememberandbuytheproductsthattheconsumersassociatewithfun. Associatingtheproductwithsomethingpleasantisthetechniqueofthethirdtypeofappeal.Inthisclassareadsthatsuggestthattheproductwillsatisfysomebasichumandesires.Onesuchdesireisthewishtobeadmiredbyotherpeople.Manyautomobileadvertisementsareinthiscategory.Theyimplythatotherpeoplewilladmireyou--mayevenbejealous--whentheyseeyoudrivingthehotnewAardvarkcar.Thiskindofappealissometimesstrengthenedbyhiringafamouspersontoendorsetheproduct.Seeingthefamouspersontheconsumerissupposedtoreasonthus:EveryoneadmiresJudsonSmiththegreatfootballstar.JudsonSmithusedBuckworthyBanktraveler’’schecks.ThereforeifIuseBuckworthyBanktraveler’’scheckseveryonewilladmiremetoo.Someotherbasicdesiresthatadscommonlytrytoappealtoarethedesiresforsocialacceptancefinancialsecurityandsoon. OneonlyneedstolookthroughamagazineorwatchanhourofTVinordertoseeexamplesofthesethreedifferentadvertisingstrategies. Manufacturerstaketoadvertisingprimarily
Governmentsthroughouttheworldactontheassumptionthatthewelfareoftheirpeopledependslargelyontheeconomicstrengthandwealthofthecommunity.71.Undermodernconditionsthisrequiresvaryingmeasuresofcentralizedcontrolandhencethehelpofspecializedscientistssuchaseconomistsandoperationalresearchexperts.72.Furthermoreitisobviousthatthestrengthofacountry’’seconomyisdirectlyboundupwiththeefficiencyofitsagricultureandindustryandthatthisinturnrestsupontheeffortsofscientistsandtechnologistsofallkinds.Italsomeansthatgovernmentsareincreasinglycompelledtointerfereinthesesectorsinordertostepupproductionandensurethatitisutilizedtothebestadvantage.Forexampletheymayencourageresearchinvariouswaysincludingthesettingupoftheirownresearchcenters;theymayalterthestructureofeducationorinterfereinordertoreducethewastageofnaturalresourcesortapresourceshithertounexploited;ortheymayco-operatedirectlyinthegrowingnumberofinternationalprojectsrelatedtoscienceeconomicsandindustry.Inanycaseallsuchinterventionsareheavilydependentonscientificadviceandalsoscientificandtechnologicalmanpowerofallkinds. 73.Owingtotheremarkabledevelopmentinmass-communicationspeopleeverywherearefeelingnewwantsandarebeingexposedtonewcustomsandideaswhilegovernmentsareoftenforcedtointroducestirfurtherinnovationsforthereasonsgivenabove.Atthesametimethenormalrateofsocialchangethroughouttheworldistakingplaceatavastlyacceleratedspeedcomparedwiththepast.Forexample74.intheearlyinindustrializedcountriesofEuropetheprocessofindustrialization―withallthefar-reachingchangesinsocialpatternsthatfollowed--wasspreadovernearlyacenturywhereasnowadaysadevelopingnationmayundergothesameprocessinadecadeorso.Allthishastheeffectofbuildingupunusualpressuresandtensionswithinthecommunityandconsequentlypresentsseriousproblemsforthegovernmentsconcerned.75．Additionalsocialstressesmayalsooccurbecauseofthepopulationexplosionorproblemsarisingfrommassmigrationmovements--themselvesmaderelativelyeasynowadaysbymodernmeansoftransport.Asaresultofallthesefactorsgovernmentsarebecomingincreasinglydependentonbiologistsandsocialscientistsforplanningtheappropriateprogramsandputtingthemintoeffect. Governmentsthroughouttheworldactontheassumptionthatthewelfareoftheirpeopledependslargelyontheeconomicstrengthandwealthofthecommunity.71.Undermodernconditionsthisrequiresvaryingmeasuresofcentralizedcontrolandhencethehelpofspecializedscientistssuchaseconomistsandoperationalresearchexperts.72.Furthermoreitisobviousthatthestrengthofacountry’’seconomyisdirectlyboundupwiththeefficiencyofitsagricultureandindustryandthatthisinturnrestsupontheeffortsofscientistsandtechnologistsofallkinds.Italsomeansthatgovernmentsareincreasinglycompelledtointerfereinthesesectorsinordertostepupproductionandensurethatitisutilizedtothebestadvantage.Forexampletheymayencourageresearchinvariouswaysincludingthesettingupoftheirownresearchcenters;theymayalterthestructureofeducationorinterfereinordertoreducethewastageofnaturalresourcesortapresourceshithertounexploited;ortheymayco-operatedirectlyinthegrowingnumberofinternationalprojectsrelatedtoscienceeconomicsandindustry.Inanycaseallsuchinterventionsareheavilydependentonscientificadviceandalsoscientificandtechnologicalmanpowerofallkinds. 73.Owingtotheremarkabledevelopmentinmass-communicationspeopleeverywherearefeelingnewwantsandarebeingexposedtonewcustomsandideaswhilegovernmentsareoftenforcedtointroducestirfurtherinnovationsforthereasonsgivenabove.Atthesametimethenormalrateofsocialchangethroughouttheworldistakingplaceatavastlyacceleratedspeedcomparedwiththepast.Forexample74.intheearlyinindustrializedcountriesofEuropetheprocessofindustrialization―withallthefar-reachingchangesinsocialpatternsthatfollowed--wasspreadovernearlyacenturywhereasnowadaysadevelopingnationmayundergothesameprocessinadecadeorso.Allthishastheeffectofbuildingupunusualpressuresandtensionswithinthecommunityandconsequentlypresentsseriousproblemsforthegovernmentsconcerned.75．Additionalsocialstressesmayalsooccurbecauseofthepopulationexplosionorproblemsarisingfrommassmigrationmovements--themselvesmaderelativelyeasynowadaysbymodernmeansoftransport.Asaresultofallthesefactorsgovernmentsarebecomingincreasinglydependentonbiologistsandsocialscientistsforplanningtheappropriateprogramsandputtingthemintoeffect.
Inacompetitiveeconomytheconsumerusuallyhasthechoiceofseveraldifferentbrandsofthesameproduct.Yetunderneaththeirlabelstheseproductsareoftennearlyidentical.Onemanufacturer’’stoothpastetendstodifferverylittlefromanothermanufacturer’’s.Twodifferentbrandsofshampoomayvaryonlyinscentorcolor.Andthetobaccointwodifferentbrandsofcigarettesfrequentlycomesfromthesamefields.Thisclosesimilaritymeansthatashopperoftenhaslittlereasontochooseonebrandoveranother.Thusmanufacturersareconfrontedwithaproblem--howtokeepsaleshighenoughtostayinbusiness.Manufacturerssolvethisproblembyadvertising.Throughadvertisingeachmanufacturingcompanytriestoconvinceconsumersthatitsproductisspecial.Todothisthecompaniestrytoappealtoconsumersinvariousways.Infactadvertisementsmaybeclassifiedintothreetypesaccordingtothekindofappealstheyuse. Onetypeofadvertisementtriestoappealtotheconsumer’’sreasoningmind.Itmayofferaclaimthatseemsscientific.ForexampleitmaysaythatdentistsrecommendFlashtoothpasteoritmaydeclarethatWoofdogfoodcontainsaspecialvitamin-richingredientknownasK-9oritmayreportthatlaboratorytestsshowthatR.I.P.cigarettescontainfewerharmfulingredientsthanotherbrands.Insellingaproductthetruthofadvertisingmaybelessimportantthantheappearanceoftruth.Ascientificapproachgivestheappearanceoftruth. Anothertypeofadvertisementtriestoamusethepotentialbuyer.Productsthatareessentiallyboringsuchascleaningpowderorinsecticideareoftenadvertisedinanamusingmanner.Onewayofdoingthisistomaketheproductsappearalive.Theadvertisermaydrawlittlecartooneyesarmsandlegsonthecansofcleaningpowderandhavetheresultingfiguresscrubthesink.Adsofthissortaresillybutadvertisersbelievethatconsumersarelikelytorememberandbuytheproductsthattheconsumersassociatewithfun. Associatingtheproductwithsomethingpleasantisthetechniqueofthethirdtypeofappeal.Inthisclassareadsthatsuggestthattheproductwillsatisfysomebasichumandesires.Onesuchdesireisthewishtobeadmiredbyotherpeople.Manyautomobileadvertisementsareinthiscategory.Theyimplythatotherpeoplewilladmireyou--mayevenbejealous--whentheyseeyoudrivingthehotnewAardvarkcar.Thiskindofappealissometimesstrengthenedbyhiringafamouspersontoendorsetheproduct.Seeingthefamouspersontheconsumerissupposedtoreasonthus:EveryoneadmiresJudsonSmiththegreatfootballstar.JudsonSmithusedBuckworthyBanktraveler’’schecks.ThereforeifIuseBuckworthyBanktraveler’’scheckseveryonewilladmiremetoo.Someotherbasicdesiresthatadscommonlytrytoappealtoarethedesiresforsocialacceptancefinancialsecurityandsoon. OneonlyneedstolookthroughamagazineorwatchanhourofTVinordertoseeexamplesofthesethreedifferentadvertisingstrategies. Wecaninferfromthetextthat
Thehumanbraincandoalotofwonderfulthings;manyoftheminclude1masteryofcomplexfeedbacksystemswithlong2Forexampleconsiderhowdifficultraisingachildtrulyis.Manyfactorsare3includingthenutritionalphysicalemotionalandmentalconditionofthechildandthefeedbackofthesefactors4thebehaviorofthoseinvolvedinraisingthechild.To5mattersmanyoftheresponsesofthechild/parentsystemtakeyearsto6themselves.Yetbillionsofparentshavesomehow7tofeedclotheprotectnurturehealteachandlovetheirchildren8successfuladulthood. 9allourintuitivesophisticationindealingwithcomplicatedsituationsit’’sa10toseehowpoorlywedealwithsomenewersystemsmostof11broughtaboutbytechnology. BothraisingchildrenandprotectingEarth’’slife-supportsystemsare12oflifeanddeath;inthelongtermtheyareequallyimportant.But13ourbrainsseemfairlywellpreparedforthelong-termprocessofraisingkidsweseemtohave14built-inskillfortakingcareoftheenvironmentthatsupportsusanychildrenwemighthaveandallother15.Itseemsthatthethinkingpartsofourbrainscan’’tdealwithcomplicatedsystemsandtheirlong-term16andthe17partsofourbrainsthatcandealwithcomplexsystemsdon’’thelpusmuchoutsideoftheir18areas.Oneofthegoalsofsystemsscienceistousemathandcomputerstohelppeoplegetbetter19takingcareofEarth’’slife-supportsystems.Thetaskinvolvesteachingourthinkingbrainsabout20complicatedsystemswork.
Thehumanbraincandoalotofwonderfulthings;manyoftheminclude1masteryofcomplexfeedbacksystemswithlong2Forexampleconsiderhowdifficultraisingachildtrulyis.Manyfactorsare3includingthenutritionalphysicalemotionalandmentalconditionofthechildandthefeedbackofthesefactors4thebehaviorofthoseinvolvedinraisingthechild.To5mattersmanyoftheresponsesofthechild/parentsystemtakeyearsto6themselves.Yetbillionsofparentshavesomehow7tofeedclotheprotectnurturehealteachandlovetheirchildren8successfuladulthood. 9allourintuitivesophisticationindealingwithcomplicatedsituationsit’’sa10toseehowpoorlywedealwithsomenewersystemsmostof11broughtaboutbytechnology. BothraisingchildrenandprotectingEarth’’slife-supportsystemsare12oflifeanddeath;inthelongtermtheyareequallyimportant.But13ourbrainsseemfairlywellpreparedforthelong-termprocessofraisingkidsweseemtohave14built-inskillfortakingcareoftheenvironmentthatsupportsusanychildrenwemighthaveandallother15.Itseemsthatthethinkingpartsofourbrainscan’’tdealwithcomplicatedsystemsandtheirlong-term16andthe17partsofourbrainsthatcandealwithcomplexsystemsdon’’thelpusmuchoutsideoftheir18areas.Oneofthegoalsofsystemsscienceistousemathandcomputerstohelppeoplegetbetter19takingcareofEarth’’slife-supportsystems.Thetaskinvolvesteachingourthinkingbrainsabout20complicatedsystemswork.
Governmentsthroughouttheworldactontheassumptionthatthewelfareoftheirpeopledependslargelyontheeconomicstrengthandwealthofthecommunity.71.Undermodernconditionsthisrequiresvaryingmeasuresofcentralizedcontrolandhencethehelpofspecializedscientistssuchaseconomistsandoperationalresearchexperts.72.Furthermoreitisobviousthatthestrengthofacountry’’seconomyisdirectlyboundupwiththeefficiencyofitsagricultureandindustryandthatthisinturnrestsupontheeffortsofscientistsandtechnologistsofallkinds.Italsomeansthatgovernmentsareincreasinglycompelledtointerfereinthesesectorsinordertostepupproductionandensurethatitisutilizedtothebestadvantage.Forexampletheymayencourageresearchinvariouswaysincludingthesettingupoftheirownresearchcenters;theymayalterthestructureofeducationorinterfereinordertoreducethewastageofnaturalresourcesortapresourceshithertounexploited;ortheymayco-operatedirectlyinthegrowingnumberofinternationalprojectsrelatedtoscienceeconomicsandindustry.Inanycaseallsuchinterventionsareheavilydependentonscientificadviceandalsoscientificandtechnologicalmanpowerofallkinds. 73.Owingtotheremarkabledevelopmentinmass-communicationspeopleeverywherearefeelingnewwantsandarebeingexposedtonewcustomsandideaswhilegovernmentsareoftenforcedtointroducestirfurtherinnovationsforthereasonsgivenabove.Atthesametimethenormalrateofsocialchangethroughouttheworldistakingplaceatavastlyacceleratedspeedcomparedwiththepast.Forexample74.intheearlyinindustrializedcountriesofEuropetheprocessofindustrialization―withallthefar-reachingchangesinsocialpatternsthatfollowed--wasspreadovernearlyacenturywhereasnowadaysadevelopingnationmayundergothesameprocessinadecadeorso.Allthishastheeffectofbuildingupunusualpressuresandtensionswithinthecommunityandconsequentlypresentsseriousproblemsforthegovernmentsconcerned.75．Additionalsocialstressesmayalsooccurbecauseofthepopulationexplosionorproblemsarisingfrommassmigrationmovements--themselvesmaderelativelyeasynowadaysbymodernmeansoftransport.Asaresultofallthesefactorsgovernmentsarebecomingincreasinglydependentonbiologistsandsocialscientistsforplanningtheappropriateprogramsandputtingthemintoeffect.
Thehumanbraincandoalotofwonderfulthings;manyoftheminclude1masteryofcomplexfeedbacksystemswithlong2Forexampleconsiderhowdifficultraisingachildtrulyis.Manyfactorsare3includingthenutritionalphysicalemotionalandmentalconditionofthechildandthefeedbackofthesefactors4thebehaviorofthoseinvolvedinraisingthechild.To5mattersmanyoftheresponsesofthechild/parentsystemtakeyearsto6themselves.Yetbillionsofparentshavesomehow7tofeedclotheprotectnurturehealteachandlovetheirchildren8successfuladulthood. 9allourintuitivesophisticationindealingwithcomplicatedsituationsit’’sa10toseehowpoorlywedealwithsomenewersystemsmostof11broughtaboutbytechnology. BothraisingchildrenandprotectingEarth’’slife-supportsystemsare12oflifeanddeath;inthelongtermtheyareequallyimportant.But13ourbrainsseemfairlywellpreparedforthelong-termprocessofraisingkidsweseemtohave14built-inskillfortakingcareoftheenvironmentthatsupportsusanychildrenwemighthaveandallother15.Itseemsthatthethinkingpartsofourbrainscan’’tdealwithcomplicatedsystemsandtheirlong-term16andthe17partsofourbrainsthatcandealwithcomplexsystemsdon’’thelpusmuchoutsideoftheir18areas.Oneofthegoalsofsystemsscienceistousemathandcomputerstohelppeoplegetbetter19takingcareofEarth’’slife-supportsystems.Thetaskinvolvesteachingourthinkingbrainsabout20complicatedsystemswork.
Governmentsthroughouttheworldactontheassumptionthatthewelfareoftheirpeopledependslargelyontheeconomicstrengthandwealthofthecommunity.71.Undermodernconditionsthisrequiresvaryingmeasuresofcentralizedcontrolandhencethehelpofspecializedscientistssuchaseconomistsandoperationalresearchexperts.72.Furthermoreitisobviousthatthestrengthofacountry’’seconomyisdirectlyboundupwiththeefficiencyofitsagricultureandindustryandthatthisinturnrestsupontheeffortsofscientistsandtechnologistsofallkinds.Italsomeansthatgovernmentsareincreasinglycompelledtointerfereinthesesectorsinordertostepupproductionandensurethatitisutilizedtothebestadvantage.Forexampletheymayencourageresearchinvariouswaysincludingthesettingupoftheirownresearchcenters;theymayalterthestructureofeducationorinterfereinordertoreducethewastageofnaturalresourcesortapresourceshithertounexploited;ortheymayco-operatedirectlyinthegrowingnumberofinternationalprojectsrelatedtoscienceeconomicsandindustry.Inanycaseallsuchinterventionsareheavilydependentonscientificadviceandalsoscientificandtechnologicalmanpowerofallkinds. 73.Owingtotheremarkabledevelopmentinmass-communicationspeopleeverywherearefeelingnewwantsandarebeingexposedtonewcustomsandideaswhilegovernmentsareoftenforcedtointroducestirfurtherinnovationsforthereasonsgivenabove.Atthesametimethenormalrateofsocialchangethroughouttheworldistakingplaceatavastlyacceleratedspeedcomparedwiththepast.Forexample74.intheearlyinindustrializedcountriesofEuropetheprocessofindustrialization―withallthefar-reachingchangesinsocialpatternsthatfollowed--wasspreadovernearlyacenturywhereasnowadaysadevelopingnationmayundergothesameprocessinadecadeorso.Allthishastheeffectofbuildingupunusualpressuresandtensionswithinthecommunityandconsequentlypresentsseriousproblemsforthegovernmentsconcerned.75．Additionalsocialstressesmayalsooccurbecauseofthepopulationexplosionorproblemsarisingfrommassmigrationmovements--themselvesmaderelativelyeasynowadaysbymodernmeansoftransport.Asaresultofallthesefactorsgovernmentsarebecomingincreasinglydependentonbiologistsandsocialscientistsforplanningtheappropriateprogramsandputtingthemintoeffect.
WiththestartofBBCWorldServiceTelevisionmillionsofviewersinAsiaandAmericacannowwatchtheCorporation’’snewscoverageaswellaslistentoit. AndofcourseinBritainlistenersandviewerscantuneintotwoBBCtelevisionchannelsfiveBBCnationalradioservicesanddozensoflocalradiostations.Theyarebroughtsportcomedydramamusicnewsandcurrentaffairseducationreligionparliamentarycoveragechildren’’sprogrammesandfilmsforanannualliceneefeeof￡83perhousehold. Itisaremarkablerecordstretchingbackover70years―yettheBBC’’sfutureisnowindoubt.TheCorporationwillsurviveasapublicly-fundedbroadcastingorganizationatleastforthetimebeingbutitsroleitssizeanditsprogrammesarenowthesubjectofanation-widedebateinBritain. ThedebatewaslaunchedbytheGovernmentwhichinvitedanyonewithanopinionoftheBBC―includingordinarylistenersandviewers―tosaywhatwasgoodorbadabouttheCorporationandevenwhethertheythoughtitwasworthkeeping.ThereasonforitsinquiryisthattheBBC’’sroyalcharterrunsoutin1996anditmustdecidewhethertokeeptheorganizationasitisortomakechanges. DefendersoftheCorporation―ofwhomtherearemany―arefondofquotingtheAmericansloganIfitain’’tbrokedon’’tfixit.TheBBCain’’tbroketheysaybywhichtheymeanitisnotbrokenasdistinctfromtheword’’broke’’meaninghavingnomoneysowhybothertochangeit YettheBBCwillhavetochangebecausethebroadcastingworldarounditischanging.ThecommercialTVchannels―ITVandChannel4―wererequiredbytheThatcherGovernment’’sBroadcastingActtobecomemorecommercialcompetingwitheachotherforadvertisersandcuttingcostsandjobs.Butitisthearrivalofnewsatellitechannels―fundedpartlybyadvertisingandpartlybyviewers’’subscriptions―whichwillbringaboutthebiggestchangesinthelongterm. TheforemostreasonwhytheBBChastoreadjustitselfisnootherthan_________________.
Thehumanbraincandoalotofwonderfulthings;manyoftheminclude1masteryofcomplexfeedbacksystemswithlong2Forexampleconsiderhowdifficultraisingachildtrulyis.Manyfactorsare3includingthenutritionalphysicalemotionalandmentalconditionofthechildandthefeedbackofthesefactors4thebehaviorofthoseinvolvedinraisingthechild.To5mattersmanyoftheresponsesofthechild/parentsystemtakeyearsto6themselves.Yetbillionsofparentshavesomehow7tofeedclotheprotectnurturehealteachandlovetheirchildren8successfuladulthood. 9allourintuitivesophisticationindealingwithcomplicatedsituationsit’’sa10toseehowpoorlywedealwithsomenewersystemsmostof11broughtaboutbytechnology. BothraisingchildrenandprotectingEarth’’slife-supportsystemsare12oflifeanddeath;inthelongtermtheyareequallyimportant.But13ourbrainsseemfairlywellpreparedforthelong-termprocessofraisingkidsweseemtohave14built-inskillfortakingcareoftheenvironmentthatsupportsusanychildrenwemighthaveandallother15.Itseemsthatthethinkingpartsofourbrainscan’’tdealwithcomplicatedsystemsandtheirlong-term16andthe17partsofourbrainsthatcandealwithcomplexsystemsdon’’thelpusmuchoutsideoftheir18areas.Oneofthegoalsofsystemsscienceistousemathandcomputerstohelppeoplegetbetter19takingcareofEarth’’slife-supportsystems.Thetaskinvolvesteachingourthinkingbrainsabout20complicatedsystemswork.
Ahistoryoflongandeffortlesssuccesscanbeadreadfulhandicapbutifproperlyhandleditmaybecomeadrivingforce.WhentheUnitedStatesenteredjustsuchaglowingperiodaftertheendoftheSecondWorldWarithadamarketeighttimeslargerthananycompetitorgivingitsindustriesunparalleledeconomiesofscale.Itsscientistsweretheworld’’sbestitsworkerswerethemostskilled.AmericaandAmericanswereprosperousbeyondthedreamsoftheEuropeansandAsianswhoseeconomiesthewarhaddestroyed. Itwasinevitablethatthisprimacyshouldhavenarrowedasothercountriesgrewricher.Justasinevitablytheretreatfrompredominanceprovedpainful.Bythemid-1980sAmericanshadfoundthemselvesatalossovertheirfadingindustrialcompetitiveness.SomehugeAmericanindustriessuchasconsumerelectronicshadshrunkorvanishedinthefaceofforeigncompetition.By1987therewasonlyoneAmericantelevisionmakerleftZenith.Nowthereisnone:ZenithwasboughtbySouthKorea’’sLGElectronicsinJuly.Foreign-madecarsandtextilesweresweepingintothedomesticmarket.America’’smachine-toolindustrywasontheropes.ForawhileitlookedasthoughthemakingofsemiconductorswhichAmericahadinventedandwhichsatattheheartofthenewcomputeragewasgoingtobethenextcasualty. Allofthiscausedacrisisofconfidence.Americansstoppedtakingprosperityforgranted.Theybegantobelievethattheirwayofdoingbusinesswasfailingandthattheirincomeswouldthereforeshortlybegintofallaswell.Themid-1980sbroughtoneinquiryafteranotherintothecausesofAmerica’’sindustrialdecline.Theirsometimessensationalfindingswerefilledwithwarningsaboutthegrowingcompetitionfromoverseas. Howthingshavechanged!In1995theUnitedStatescanlookbackonfiveyearsofsolidgrowthwhileJapanhasbeenstruggling.FewAmericansattributethissolelytosuchobviouscausesasadevalueddollarortheturningofthebusinesscycle.Self-doubthasyieldedtoblindpride.Americanindustryhaschangeditsstructurehasgoneonadiethaslearnttobemorequick-wittedaccordingtoRichardCavanaghexecutivedeanofHarvard’’sKennedySchoolofGovernment.ItmakesmeproudtobeanAmericanjusttoseehowourbusinessesareimprovingtheirproductivitysaysStephenMooreoftheCatoInstituteathink-tankinWashingtonD.C.AndWilliamSahlmanoftheHarvardBusinessSchoolbelievesthatpeoplewilllookbackonthisperiodasagoldenageofbusinessmanagementintheUnitedStates. ThelossofU.S.predominanceintheworldeconomyinthe1980sismanifestedinthefactthattheAmerican__________.
WiththestartofBBCWorldServiceTelevisionmillionsofviewersinAsiaandAmericacannowwatchtheCorporation’’snewscoverageaswellaslistentoit. AndofcourseinBritainlistenersandviewerscantuneintotwoBBCtelevisionchannelsfiveBBCnationalradioservicesanddozensoflocalradiostations.Theyarebroughtsportcomedydramamusicnewsandcurrentaffairseducationreligionparliamentarycoveragechildren’’sprogrammesandfilmsforanannualliceneefeeof￡83perhousehold. Itisaremarkablerecordstretchingbackover70years―yettheBBC’’sfutureisnowindoubt.TheCorporationwillsurviveasapublicly-fundedbroadcastingorganizationatleastforthetimebeingbutitsroleitssizeanditsprogrammesarenowthesubjectofanation-widedebateinBritain. ThedebatewaslaunchedbytheGovernmentwhichinvitedanyonewithanopinionoftheBBC―includingordinarylistenersandviewers―tosaywhatwasgoodorbadabouttheCorporationandevenwhethertheythoughtitwasworthkeeping.ThereasonforitsinquiryisthattheBBC’’sroyalcharterrunsoutin1996anditmustdecidewhethertokeeptheorganizationasitisortomakechanges. DefendersoftheCorporation―ofwhomtherearemany―arefondofquotingtheAmericansloganIfitain’’tbrokedon’’tfixit.TheBBCain’’tbroketheysaybywhichtheymeanitisnotbrokenasdistinctfromtheword’’broke’’meaninghavingnomoneysowhybothertochangeit YettheBBCwillhavetochangebecausethebroadcastingworldarounditischanging.ThecommercialTVchannels―ITVandChannel4―wererequiredbytheThatcherGovernment’’sBroadcastingActtobecomemorecommercialcompetingwitheachotherforadvertisersandcuttingcostsandjobs.Butitisthearrivalofnewsatellitechannels―fundedpartlybyadvertisingandpartlybyviewers’’subscriptions―whichwillbringaboutthebiggestchangesinthelongterm. InthepassagewhichofthefollowingabouttheBBCisnotmentionedasthekeyissue
Thehumanbraincandoalotofwonderfulthings;manyoftheminclude1masteryofcomplexfeedbacksystemswithlong2Forexampleconsiderhowdifficultraisingachildtrulyis.Manyfactorsare3includingthenutritionalphysicalemotionalandmentalconditionofthechildandthefeedbackofthesefactors4thebehaviorofthoseinvolvedinraisingthechild.To5mattersmanyoftheresponsesofthechild/parentsystemtakeyearsto6themselves.Yetbillionsofparentshavesomehow7tofeedclotheprotectnurturehealteachandlovetheirchildren8successfuladulthood. 9allourintuitivesophisticationindealingwithcomplicatedsituationsit’’sa10toseehowpoorlywedealwithsomenewersystemsmostof11broughtaboutbytechnology. BothraisingchildrenandprotectingEarth’’slife-supportsystemsare12oflifeanddeath;inthelongtermtheyareequallyimportant.But13ourbrainsseemfairlywellpreparedforthelong-termprocessofraisingkidsweseemtohave14built-inskillfortakingcareoftheenvironmentthatsupportsusanychildrenwemighthaveandallother15.Itseemsthatthethinkingpartsofourbrainscan’’tdealwithcomplicatedsystemsandtheirlong-term16andthe17partsofourbrainsthatcandealwithcomplexsystemsdon’’thelpusmuchoutsideoftheir18areas.Oneofthegoalsofsystemsscienceistousemathandcomputerstohelppeoplegetbetter19takingcareofEarth’’slife-supportsystems.Thetaskinvolvesteachingourthinkingbrainsabout20complicatedsystemswork.
Science-fictionmoviescanserveasmythsaboutthefutureandthusgivesomeassuranceaboutit.Whetherthefilmis2001orStarWarssuchmoviestellaboutprogressthatwillexpandman’’spowersandhisexperiencesbeyondanythingnowbelievedpossiblewhiletheyassureusthatalltheseadvanceswillnotwipeoutmanorlifeaswenowknowit.Thusonegreatanxietyaboutthefuture--thatitwillhavenoplaceforusaswenoware--isalleviatedbysuchmyths.Theyalsopromisethateveninthemostdistantfutureanddespitetheprogressthatwillhaveoccurredinthematerialworldman’’sbasicconcernswillbethesameandthestruggleofgoodagainstevil--thecentralmoralproblemofourtime--willnothavelostitsimportance. Pastandfuturearethelastingdimensionsofourlives:thepresentisbutabriefmoment.Sothesevisionsaboutthefuturealsocontainourpast;inStarWarsbattlesarefoughtaroundissuesthatalsomotivatedmaninthepast.Thusanyvisionaboutthefutureisreallybasedonvisionsofthepastbecausethatisallwecanknowforcertain. AsourreligiousmythsaboutthefutureneverwentbeyondJudgmentDaysoourmodernmythsaboutthefuturecannotgobeyondthesearchforlife’’sdeepermeaning.Thereasonisthatonlyaslongasthechoicebetweengoodandevilremainsman’’ssuprememoralproblemdoesliferetainthatspecialdignitythatderivesfromourabilitytochoosebetweenthetwo.Aworldinwhichthisconflicthasbeenpermanentlyresolvedeliminatesmanasweknowhim.Itmightbeauniversepeopledbyangelsbutithasnoplaceforman. Themovingpictureisavisualartbasedonsight.Speakingtoourvisionitoughttoprovideuswiththevisionsenablingustolivethegoodlife;itoughttogiveusinsightintoourselves.AboutahundredyearsagoTolstoywroteArtisahumanactivityhavingforitspurposethetransmissiontoothersofthehighestandbestfeelingstowhichmenhaverisen.LaterRobertFrostdefinedpoetryasbeginningindelightandendinginwisdom.Thusitmightbesaidthatthestateoftheartofthemovingimagecanbeassessedbythedegreetowhichitmeetsthemythopoetictaskofgivingusmythssuitabletolivebyinourtime--visionsthattransmittousthehighestandbestfeelingstowhichmenhaverisen--andbyhowwellthemovingimagesgiveusthatdelightwhichleadstowisdom.LetushopethattheartofthemovingimagethismostgenuineAmericanartwillsoonmeetthechallengeofbecomingtrulythegreatartofourage. ThemoviessuchasStarWars
Thehumanbraincandoalotofwonderfulthings;manyoftheminclude1masteryofcomplexfeedbacksystemswithlong2Forexampleconsiderhowdifficultraisingachildtrulyis.Manyfactorsare3includingthenutritionalphysicalemotionalandmentalconditionofthechildandthefeedbackofthesefactors4thebehaviorofthoseinvolvedinraisingthechild.To5mattersmanyoftheresponsesofthechild/parentsystemtakeyearsto6themselves.Yetbillionsofparentshavesomehow7tofeedclotheprotectnurturehealteachandlovetheirchildren8successfuladulthood. 9allourintuitivesophisticationindealingwithcomplicatedsituationsit’’sa10toseehowpoorlywedealwithsomenewersystemsmostof11broughtaboutbytechnology. BothraisingchildrenandprotectingEarth’’slife-supportsystemsare12oflifeanddeath;inthelongtermtheyareequallyimportant.But13ourbrainsseemfairlywellpreparedforthelong-termprocessofraisingkidsweseemtohave14built-inskillfortakingcareoftheenvironmentthatsupportsusanychildrenwemighthaveandallother15.Itseemsthatthethinkingpartsofourbrainscan’’tdealwithcomplicatedsystemsandtheirlong-term16andthe17partsofourbrainsthatcandealwithcomplexsystemsdon’’thelpusmuchoutsideoftheir18areas.Oneofthegoalsofsystemsscienceistousemathandcomputerstohelppeoplegetbetter19takingcareofEarth’’slife-supportsystems.Thetaskinvolvesteachingourthinkingbrainsabout20complicatedsystemswork.
Thehumanbraincandoalotofwonderfulthings;manyoftheminclude1masteryofcomplexfeedbacksystemswithlong2Forexampleconsiderhowdifficultraisingachildtrulyis.Manyfactorsare3includingthenutritionalphysicalemotionalandmentalconditionofthechildandthefeedbackofthesefactors4thebehaviorofthoseinvolvedinraisingthechild.To5mattersmanyoftheresponsesofthechild/parentsystemtakeyearsto6themselves.Yetbillionsofparentshavesomehow7tofeedclotheprotectnurturehealteachandlovetheirchildren8successfuladulthood. 9allourintuitivesophisticationindealingwithcomplicatedsituationsit’’sa10toseehowpoorlywedealwithsomenewersystemsmostof11broughtaboutbytechnology. BothraisingchildrenandprotectingEarth’’slife-supportsystemsare12oflifeanddeath;inthelongtermtheyareequallyimportant.But13ourbrainsseemfairlywellpreparedforthelong-termprocessofraisingkidsweseemtohave14built-inskillfortakingcareoftheenvironmentthatsupportsusanychildrenwemighthaveandallother15.Itseemsthatthethinkingpartsofourbrainscan’’tdealwithcomplicatedsystemsandtheirlong-term16andthe17partsofourbrainsthatcandealwithcomplexsystemsdon’’thelpusmuchoutsideoftheir18areas.Oneofthegoalsofsystemsscienceistousemathandcomputerstohelppeoplegetbetter19takingcareofEarth’’slife-supportsystems.Thetaskinvolvesteachingourthinkingbrainsabout20complicatedsystemswork.
Inacompetitiveeconomytheconsumerusuallyhasthechoiceofseveraldifferentbrandsofthesameproduct.Yetunderneaththeirlabelstheseproductsareoftennearlyidentical.Onemanufacturer’’stoothpastetendstodifferverylittlefromanothermanufacturer’’s.Twodifferentbrandsofshampoomayvaryonlyinscentorcolor.Andthetobaccointwodifferentbrandsofcigarettesfrequentlycomesfromthesamefields.Thisclosesimilaritymeansthatashopperoftenhaslittlereasontochooseonebrandoveranother.Thusmanufacturersareconfrontedwithaproblem--howtokeepsaleshighenoughtostayinbusiness.Manufacturerssolvethisproblembyadvertising.Throughadvertisingeachmanufacturingcompanytriestoconvinceconsumersthatitsproductisspecial.Todothisthecompaniestrytoappealtoconsumersinvariousways.Infactadvertisementsmaybeclassifiedintothreetypesaccordingtothekindofappealstheyuse. Onetypeofadvertisementtriestoappealtotheconsumer’’sreasoningmind.Itmayofferaclaimthatseemsscientific.ForexampleitmaysaythatdentistsrecommendFlashtoothpasteoritmaydeclarethatWoofdogfoodcontainsaspecialvitamin-richingredientknownasK-9oritmayreportthatlaboratorytestsshowthatR.I.P.cigarettescontainfewerharmfulingredientsthanotherbrands.Insellingaproductthetruthofadvertisingmaybelessimportantthantheappearanceoftruth.Ascientificapproachgivestheappearanceoftruth. Anothertypeofadvertisementtriestoamusethepotentialbuyer.Productsthatareessentiallyboringsuchascleaningpowderorinsecticideareoftenadvertisedinanamusingmanner.Onewayofdoingthisistomaketheproductsappearalive.Theadvertisermaydrawlittlecartooneyesarmsandlegsonthecansofcleaningpowderandhavetheresultingfiguresscrubthesink.Adsofthissortaresillybutadvertisersbelievethatconsumersarelikelytorememberandbuytheproductsthattheconsumersassociatewithfun. Associatingtheproductwithsomethingpleasantisthetechniqueofthethirdtypeofappeal.Inthisclassareadsthatsuggestthattheproductwillsatisfysomebasichumandesires.Onesuchdesireisthewishtobeadmiredbyotherpeople.Manyautomobileadvertisementsareinthiscategory.Theyimplythatotherpeoplewilladmireyou--mayevenbejealous--whentheyseeyoudrivingthehotnewAardvarkcar.Thiskindofappealissometimesstrengthenedbyhiringafamouspersontoendorsetheproduct.Seeingthefamouspersontheconsumerissupposedtoreasonthus:EveryoneadmiresJudsonSmiththegreatfootballstar.JudsonSmithusedBuckworthyBanktraveler’’schecks.ThereforeifIuseBuckworthyBanktraveler’’scheckseveryonewilladmiremetoo.Someotherbasicdesiresthatadscommonlytrytoappealtoarethedesiresforsocialacceptancefinancialsecurityandsoon. OneonlyneedstolookthroughamagazineorwatchanhourofTVinordertoseeexamplesofthesethreedifferentadvertisingstrategies. Thebesttitleforthistextwouldbe
Ahistoryoflongandeffortlesssuccesscanbeadreadfulhandicapbutifproperlyhandleditmaybecomeadrivingforce.WhentheUnitedStatesenteredjustsuchaglowingperiodaftertheendoftheSecondWorldWarithadamarketeighttimeslargerthananycompetitorgivingitsindustriesunparalleledeconomiesofscale.Itsscientistsweretheworld’’sbestitsworkerswerethemostskilled.AmericaandAmericanswereprosperousbeyondthedreamsoftheEuropeansandAsianswhoseeconomiesthewarhaddestroyed. Itwasinevitablethatthisprimacyshouldhavenarrowedasothercountriesgrewricher.Justasinevitablytheretreatfrompredominanceprovedpainful.Bythemid-1980sAmericanshadfoundthemselvesatalossovertheirfadingindustrialcompetitiveness.SomehugeAmericanindustriessuchasconsumerelectronicshadshrunkorvanishedinthefaceofforeigncompetition.By1987therewasonlyoneAmericantelevisionmakerleftZenith.Nowthereisnone:ZenithwasboughtbySouthKorea’’sLGElectronicsinJuly.Foreign-madecarsandtextilesweresweepingintothedomesticmarket.America’’smachine-toolindustrywasontheropes.ForawhileitlookedasthoughthemakingofsemiconductorswhichAmericahadinventedandwhichsatattheheartofthenewcomputeragewasgoingtobethenextcasualty. Allofthiscausedacrisisofconfidence.Americansstoppedtakingprosperityforgranted.Theybegantobelievethattheirwayofdoingbusinesswasfailingandthattheirincomeswouldthereforeshortlybegintofallaswell.Themid-1980sbroughtoneinquiryafteranotherintothecausesofAmerica’’sindustrialdecline.Theirsometimessensationalfindingswerefilledwithwarningsaboutthegrowingcompetitionfromoverseas. Howthingshavechanged!In1995theUnitedStatescanlookbackonfiveyearsofsolidgrowthwhileJapanhasbeenstruggling.FewAmericansattributethissolelytosuchobviouscausesasadevalueddollarortheturningofthebusinesscycle.Self-doubthasyieldedtoblindpride.Americanindustryhaschangeditsstructurehasgoneonadiethaslearnttobemorequick-wittedaccordingtoRichardCavanaghexecutivedeanofHarvard’’sKennedySchoolofGovernment.ItmakesmeproudtobeanAmericanjusttoseehowourbusinessesareimprovingtheirproductivitysaysStephenMooreoftheCatoInstituteathink-tankinWashingtonD.C.AndWilliamSahlmanoftheHarvardBusinessSchoolbelievesthatpeoplewilllookbackonthisperiodasagoldenageofbusinessmanagementintheUnitedStates. TheauthorseemstobelievetherevivaloftheU.S.economyinthe1990scanbeattributedtothe__________.
Thehumanbraincandoalotofwonderfulthings;manyoftheminclude1masteryofcomplexfeedbacksystemswithlong2Forexampleconsiderhowdifficultraisingachildtrulyis.Manyfactorsare3includingthenutritionalphysicalemotionalandmentalconditionofthechildandthefeedbackofthesefactors4thebehaviorofthoseinvolvedinraisingthechild.To5mattersmanyoftheresponsesofthechild/parentsystemtakeyearsto6themselves.Yetbillionsofparentshavesomehow7tofeedclotheprotectnurturehealteachandlovetheirchildren8successfuladulthood. 9allourintuitivesophisticationindealingwithcomplicatedsituationsit’’sa10toseehowpoorlywedealwithsomenewersystemsmostof11broughtaboutbytechnology. BothraisingchildrenandprotectingEarth’’slife-supportsystemsare12oflifeanddeath;inthelongtermtheyareequallyimportant.But13ourbrainsseemfairlywellpreparedforthelong-termprocessofraisingkidsweseemtohave14built-inskillfortakingcareoftheenvironmentthatsupportsusanychildrenwemighthaveandallother15.Itseemsthatthethinkingpartsofourbrainscan’’tdealwithcomplicatedsystemsandtheirlong-term16andthe17partsofourbrainsthatcandealwithcomplexsystemsdon’’thelpusmuchoutsideoftheir18areas.Oneofthegoalsofsystemsscienceistousemathandcomputerstohelppeoplegetbetter19takingcareofEarth’’slife-supportsystems.Thetaskinvolvesteachingourthinkingbrainsabout20complicatedsystemswork.
Directions: studythefollowingmapgraphcarefullyandwriteanessayinwhichyoushould 1describeoilfieldsdistribution 2statetheinformationthemapgraphtendstoconveyand 3giveyourcomment. Youshouldwriteabout160―200wordsneatlyonANSWERSHEET2.20points GHANGINGNATIONALFORTUNESINOILDISCOVERIES
Science-fictionmoviescanserveasmythsaboutthefutureandthusgivesomeassuranceaboutit.Whetherthefilmis2001orStarWarssuchmoviestellaboutprogressthatwillexpandman’’spowersandhisexperiencesbeyondanythingnowbelievedpossiblewhiletheyassureusthatalltheseadvanceswillnotwipeoutmanorlifeaswenowknowit.Thusonegreatanxietyaboutthefuture--thatitwillhavenoplaceforusaswenoware--isalleviatedbysuchmyths.Theyalsopromisethateveninthemostdistantfutureanddespitetheprogressthatwillhaveoccurredinthematerialworldman’’sbasicconcernswillbethesameandthestruggleofgoodagainstevil--thecentralmoralproblemofourtime--willnothavelostitsimportance. Pastandfuturearethelastingdimensionsofourlives:thepresentisbutabriefmoment.Sothesevisionsaboutthefuturealsocontainourpast;inStarWarsbattlesarefoughtaroundissuesthatalsomotivatedmaninthepast.Thusanyvisionaboutthefutureisreallybasedonvisionsofthepastbecausethatisallwecanknowforcertain. AsourreligiousmythsaboutthefutureneverwentbeyondJudgmentDaysoourmodernmythsaboutthefuturecannotgobeyondthesearchforlife’’sdeepermeaning.Thereasonisthatonlyaslongasthechoicebetweengoodandevilremainsman’’ssuprememoralproblemdoesliferetainthatspecialdignitythatderivesfromourabilitytochoosebetweenthetwo.Aworldinwhichthisconflicthasbeenpermanentlyresolvedeliminatesmanasweknowhim.Itmightbeauniversepeopledbyangelsbutithasnoplaceforman. Themovingpictureisavisualartbasedonsight.Speakingtoourvisionitoughttoprovideuswiththevisionsenablingustolivethegoodlife;itoughttogiveusinsightintoourselves.AboutahundredyearsagoTolstoywroteArtisahumanactivityhavingforitspurposethetransmissiontoothersofthehighestandbestfeelingstowhichmenhaverisen.LaterRobertFrostdefinedpoetryasbeginningindelightandendinginwisdom.Thusitmightbesaidthatthestateoftheartofthemovingimagecanbeassessedbythedegreetowhichitmeetsthemythopoetictaskofgivingusmythssuitabletolivebyinourtime--visionsthattransmittousthehighestandbestfeelingstowhichmenhaverisen--andbyhowwellthemovingimagesgiveusthatdelightwhichleadstowisdom.LetushopethattheartofthemovingimagethismostgenuineAmericanartwillsoonmeetthechallengeofbecomingtrulythegreatartofourage. Inscience-fictionmoviesmancanfind
Thehumanbraincandoalotofwonderfulthings;manyoftheminclude1masteryofcomplexfeedbacksystemswithlong2Forexampleconsiderhowdifficultraisingachildtrulyis.Manyfactorsare3includingthenutritionalphysicalemotionalandmentalconditionofthechildandthefeedbackofthesefactors4thebehaviorofthoseinvolvedinraisingthechild.To5mattersmanyoftheresponsesofthechild/parentsystemtakeyearsto6themselves.Yetbillionsofparentshavesomehow7tofeedclotheprotectnurturehealteachandlovetheirchildren8successfuladulthood. 9allourintuitivesophisticationindealingwithcomplicatedsituationsit’’sa10toseehowpoorlywedealwithsomenewersystemsmostof11broughtaboutbytechnology. BothraisingchildrenandprotectingEarth’’slife-supportsystemsare12oflifeanddeath;inthelongtermtheyareequallyimportant.But13ourbrainsseemfairlywellpreparedforthelong-termprocessofraisingkidsweseemtohave14built-inskillfortakingcareoftheenvironmentthatsupportsusanychildrenwemighthaveandallother15.Itseemsthatthethinkingpartsofourbrainscan’’tdealwithcomplicatedsystemsandtheirlong-term16andthe17partsofourbrainsthatcandealwithcomplexsystemsdon’’thelpusmuchoutsideoftheir18areas.Oneofthegoalsofsystemsscienceistousemathandcomputerstohelppeoplegetbetter19takingcareofEarth’’slife-supportsystems.Thetaskinvolvesteachingourthinkingbrainsabout20complicatedsystemswork.
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