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                                01

Traditionally, customers may consider more about what they buy the product for. However, the image of product and the consuming circumstance have become the key points to attract customer awareness and stimulate their buying needs. Frequently, customers buy goods just because they are cute, lovely and unique. With a less emphasis on functional utilities, the experience and imaginative space are placed into an increasingly important role. The image of product is emphasized, as well as the communication between products and consumers. ¡°Customer  behavior, which appears to be focused and directed at the object and at pleasure, in fact responds to quite different objectives: displaced expression of desire, and the production of a code of social values through the use of differential signs¡±(Baudrillard) . The reason for image-oriented customer behavior is probably that customers¡¯ lifestyle has been continuously virtualized by paying much attention to ¡°Virtual Reality¡±. The evidences can be traced from computer games and Hollywood movies, in which customers¡¯ preference for fleeing reality is perfectly matched.

This change requires us to take efforts to enhance product image by integrating style, color, taste, shape and material, and communicate with customers creatively, imaginatively and innovatively, and enable them to enjoy the distinctive experience image brings. ¡°[A] need is not a need for a particular object as much as it is a ¡®need¡¯ for difference¡± ( Baudrillard). The typical example is Apple Computer¡¯s IMAC, which has strong visual impact and outstanding dynamics. By this way, customer relationship can be set up  through image, and brand can be treated as living that can transform people. Other examples commonly used are Disney Fairyland and Las Vegas, where new experience and imagination are fully demonstrated. In sum, consumption is negotiation, a never-ending conversation held in the languages of advertising, packaging, branding, fashion, and entertainment.

More Attention to the Image of Product

1.concerned/ cared  2. use/ function  3. attracted  4.image  5. ways  

6. stressed   7.communication   8. reason  9. lifestyle    10. Examples 

02

Real policemen hardly recognize any resemblance between their lives and what they see on TV.

The first difference is that a policeman¡¯s real life revolved round criminal law. He has to know exactly what actions are crimes and what evidence can be used to prove them in court. He has to know nearly as much law as a professional lawyer, and what is more, he has to apply it on his feet, in the dark and rain, running down a street after someone he wants to talk to.

Little of his time is spent in chatting. He will spend most of his working life typing millions of words on thousands of forms about hundreds of sad, unimportant people who are guilty of stupid crimes.

Most television crime drama is about finding the criminal: as soon as he¡¯s arrested, the story is over. In real life, finding criminal is seldom much of a problem. Except in very serious cases like murders and terrorist attacks, little effort is spent on searching.

Having made an arrest, a detective really starts to work. He has to prove his case in court and to do that he often has to gather a lot of different evidence.

A third big difference between the drama detective and the real one is the unpleasant pressures: first, as members of a police force, they always have to behave absolutely in accordance with the law. Secondly, as expensive public servants, they have to get results. They can hardly ever do both. Most of the time some of them have to break the rules in small ways.

If the detective has to deceive the world, the world often deceives him. Hardly anyone he meets tells him the truth. And this separation the detective feels between himself and the rest of the world is deepened by the simple-minded ¡ª as he see it ¡ª of citizens, social workers, doctors, law-makers, and judges, who, instead of eliminating crime, punish the criminals less severely in the hope that this will make them reform. The result, detective feel, is that nine-tenths of their work is re-catching people who should have stayed behind bars. This makes them rather cynical(·ßÊÀ¼µË×µÄ).

1. real      2. criminal  3. daily  4. need      5. ways 

6. devotes  7. ends     8. Law  9. separated  10. attitudes

03

In addition to self-awareness, imagination, and conscience, it is the fourth quality ¡ª independent will ¡ª that really makes effective self-management possible. It is the ability to make decisions and choices and to act in agreement with them. It is the ability to act rather than to be acted upon, to actively carry out the program we have developed through the other three qualities.

The human will is an amazing thing. Time after time, it has overcome unbelievable difficulties. The Helen Kellers of this world give dramatic(¸øÈËÉî¿ÌÓ¡ÏóµÄ) evidence to the value, the power of the independent will.

    But as we examine this quality in the context of effective self-management, we realize it¡¯s usually not the dramatic, the visible, the once-in-a-lifetime, up-by-the-bootstraps(×ÔÁ¢×ÔÇ¿µÄ) effort that brings lasting success. This special ability comes from learning how to use this great quality in the decisions we make every day.

  The degree to which we have developed our independent will in our everyday lives is measured by our personal honesty. Honesty is, fundamentally, the value we place on ourselves. It¡¯s our ability to make and keep promises to ourselves, to ¡°walk our talk.¡±

   Effective management is putting first things first. While leadership decides what ¡°first things¡± are, it is management that puts them first, day-by-day, moment-by-moment. Management is discipline (training to be self-controlled), carrying it out.

   Discipline obtains from belief¡ªbelief in a set of values, belief in an overriding(×îÖ÷ÒªµÄ) purpose, to a long-term or short term goal that must be carried out.

 In other words, if you are an effective manager of yourself, your discipline comes from within; it is a function of your independent will. You are a follower of your own deep values and their source. And you have the will, the quality to control your feelings and moods rather than depend on others or have your work half done.

1. effective  2. prove/show/indicate  3. decisions  4. Honesty   5. kept  

6. what    7. stick    8. Conclusions   9. follow   10. controlled

04

The Chinese are very generous when it comes to educating their children. Some parents send their children to the best schools or even abroad to England, the US or Australia, regardless of how much this costs. Many also want their children to take extra-curriculum activities where they either learn a musical instrument or ballet, or other classes that will give them a head start in life. The Chinese believe that the more expensive an education is, the better it is, so parents often spend unreasonable amount of money on education. Even poor couples buy a computer for their son or daughter.

However, what most parents fail to see is that the best education they can give their children is usually very cheap. Parents can see that their children's skills vary; they will usually be skilled in some areas while poor in others. What most parents fail to realize though, is that today's children lack self-respect and self-confidence.

The problem is that parents are only educating their children on how to take multiple-choice tests and how to study effectively. They are not teaching them the most important skills they need to be confident, happy and clever.

Parents can help achieve this by teaching their children practical skills like cooking, sewing and other housework.

Teaching a child to cook will improve many of the skills that he will need later in life. Cooking demands patience and time. It is an enjoyable but difficult experience. A good cook always tries to improve his cooking, so he will learn to work hard and gradually finish his job successfully. The result, a well--cooked dinner, will give a child a lot of satisfaction and confidence.

An old machine such as a broken radio or TV set that you give your child as a toy may make him curious and arouse his interest. If he will spend hours looking at it, and try to mend it; your child might become an engineer when he grows up. Such activities do more than teach a child to read a book; but rather they teach them to think, and to use their minds. This is much more important than learning by reading a book.

1. Educate  2. generous  3. abroad   4. have/ get/ enjoy  5. afford

6. methods/ ways/ measures   7. importance   8. Fixing/ Mending/ Repairing

9. Good   10. think

05

I used to be the messiest person alive. Over the years, through watching others and by trial and error, I have finally found ways to come up with plans, organize them and follow through with them.

Make an outline of everything you need to have and do to make your plan happen. Make a list of all of the steps that need to be accomplished and think about what needs to be done.

Detail everything thoroughly and read over it so you can start coming up with some mental solutions of how to carry out your plans.

You should ensure that if for some reason way one doesn¡¯t work, you have way two and way three to lean back on. Therefore, different ways are needed at hand. It¡¯s just a matter of being organized. Chances are that there is always more than one way of doing things, and chances are that if one of those ways doesn¡¯t work, one of the other ones will.

Committing yourself to finishing at least part if not all of your plan at once is also necessary. It will show that you not only have initiative to get things rolling, but that you are interested in the results obtained with making the move to get everything done.

If you make a commitment to finish before a specific time, make sure that you carry that out, and be sure to do everything in the way you said you would, within the time-frame you set for yourself.

Don¡¯t try to tackle more things all at a time. All that does is delay your progress, distract you and make you lose your interest, motivation and energy.

Carrying out an effective plan requires being as organized as possible. You will only achieve this by sticking to the order of the plan and not deviating or trying to do more at a time.

Last but not the least, you should never abandon things mid-project. It will only annoy everyone around you including yourself. Unfinished plans are a waste of time, energy and, in some cases, even money. 

So, don¡¯t be afraid of organization. The older we get, the more necessary it becomes to have the skills necessary to follow through with confidence and to be able to carry through plans in an organized and manageable way. It pays to be organized, after all.

1. organized    2. Purposes 3. Write     4. steps        5. different  

6. ensure   7. Promise        8.    within    9. carried      10. Conclusion

06

   Scientists have developed a water treatment system that they say is a powerful but simple way to save lives£®Four grams of chemicals can treat ten liters of dirty water for a low cost, about ten cents£®

Experts say infections from dirty water kill several thousand children in developing countries every day£®

   The Procter and Gamble company has been developing the ¡°PUR Purifier of Water¡±system

since nineteen ninety-five£®The company has been working with the United States Centers for

Disease Control and Prevention£®C.D.C£®researchers tested it in Pakistan and Kenya£®Procter and Gamble researcher Greg Allgood says cases of diarrhea(¸¹Ðº)in those studies fell by about fifty percent£®

Researchers from Johns Hopkins University in Maryland tested the system at a refugee camp in Liberia£®Mister Allgood says that study found a reduction of more than ninety percent£®

    Use of the system is being expanded worldwide£®Findings were described last week at an

American Chemical Society meeting£®

    Mister Allgood heads the Children's Safe Drinking Water program at Procter and Gamble£®He says about forty million packets of the treatment have been given to countries for free£®They have been used in emergencies and in areas with limited supplies of clean water£®

  Clean water is a limited resource in many parts of the world£®Delegates from about one hundred and thirty nations attended the Fourth World Water Forum in Mexico City£®Scientists, policy experts and others discussed ways to provide clean water to the world's poor£®Organizers say more than twenty percent of the world population lack clean drinking water£®

  The final declaration did not go so far as to declare water a human right£®But it did say that governments£¬not private companies£¬must take the lead in improving the public's ability? to have clean Water£®

Title: A Small Packet of   1   a fig Effect on Water

1¡¢Chemicals   2¡¢resource  3¡¢costs   4¡¢enough / adequate

5¡¢system      6¡¢fallen / dropped / decreased   7¡¢reduction

8¡¢charge      9¡¢provide / supply    10¡¢duty / obligation / responsibility

07

    What is waste and why does it matter?

    Waste or rubbish is something that people throw away because they no longer need it or want it. Almost everything we do creates waste and as a society we are currently producing more waste than ever before. We do this at home and at work. The fact that we produce waste, and get rid of it, matters for the following reasons

    When something is thrown away we lose the natural resources, the energy and the time which have been used to make the product. The vast majority of resources that we use in manufacturing products and providing services cannot be replaced. The use of these resources cannot go on indefinitely - we would run out.

    When something is thrown away we are putting pressure on the environment's ability to cope - in terms of the additional environmental impacts associated with extracting the new resources, manufacturing and distributing the goods, and in terms of the environmental impacts associated with getting rid of our rubbish.

    When something is thrown away we are not able to see it as a resource. It is well understood that what is waste to one person may not be viewed as waste by another. A good example of this is scrap metal which has been recycled for many years. Increasingly people are realizing that it makes economic sense as well as environmental sense to use "waste" rather than just throw it away.

    The process of using up the earth's natural resources to make products which we then throw away, sometimes a very short time later, is not "sustainable" - in other words, it cannot continue indefinitely.

    The way we consume materials will affect whether we have a sustainable society that leaves resources available for future generations to use. As consumers and producers, we are central to the concept of sustainability. We need to think about how we can get more out of less, how we can  use less and throw away less and how we can do better things with our so-called "waste" than throw it away. We need to see "waste" as a "resource".                 

71. what    72. impacts/effects   73. lost    74. used     75. under    76. fail  

 77. instead    78. available     79. Suggestions/Tips/Advice    80. sense/concept

08

A ¡°blogger¡± is a person who writes on an Internet computer Web site called a ¡°blog¡±. The word blog is a short way of saying Web log, or personal Web site. Anyone can start a blog, and they can write about anything they like.

     There are millions of blogs on the Internet today. They provide news, information, and ideas to many people who read them. They contain links to other Web sites. And they provide a place for people to write their ideas and react to the ideas of others.

     A research company called  Perseus has studied more than 3000 Web logs. It says that blogs are most popular with teenage girls. They use them to let their friends know what is happening in their lives. The study also says that more than 100,000 bloggers stopped taking part in the activity after a year.

     However, some people develop serious blogs to present political and other ideas. For example, the Republican and Democratic parties in the southern state of Kentucky recently started their own blogs. And American companies are beginning to use blogs to advertise their products.

    At the same time, some long-standing blogs have ended. Last week, blogging leader Dave Winer closed his free service, weblogs.com. He says the site became too expensive to continue. He started the blog four years ago, and thousands of people had written on it. They are now upset because they didn¡¯t know that the site was closing.

    One blog that is sill going strong is called Rebecca¡¯s Pocket. Rebecca Blood created the Web site in1999. She wrote about the history of blogs on the site. That article led to a book called ¡°The Weblog Handbook¡±. It has been translated into four languages so far.

Ms Blood says Rebecca¡¯s pocket gets about 30,000 visitors a month. She writes about anything and everything¡ªpolitics, culture, and movies. She recently provided medical advice. And she wrote about how to prevent people from stealing money from on-line bank accounts. 

1 Blog    2 Definition/Explanation/Meaning   3 Functions/Purposes/Uses 

4 links  5 communicate  6 Results/Conclusions  7 like/love

8 develop/create/use/write  9 cost(s) /spending(s)/expense(s)  

10 variety/range

09

¡°BANG! BANG!¡± Setting off firecrackers(±¬Öñ), which has been the most typical custom on the Spring Festival, is the happiest part of the Festival for most Chinese kids. They light the fuse(µ¼»ðÏß) nervously, run away in a hurry, cover their ears with their hands and watch the colorful display with a big smile on their faces. Faced with the beautiful scene, they feel they are the happiest ones in the world as if they had never had a more exciting experience.

While setting off firecrackers can bring kids so much fun, these firecrackers can also be dangerous. Therefore, many Chinese big cities including Beijing began to ban them in the 1980s. Such an activity was completely or partially forbidden in big cities because the government took security, noise and pollution factors into consideration. As a replacement, some buy tapes with firecracker sounds to listen to, some break little balloons to get the sound too, while others buy firecracker handicrafts to hang in the living room.

This year good news came for teens in Beijing. The ban on firecrackers was cancelled on September 9, 2008. It will add much fun to the coming Spring Festival in the capital. Hearing the news, many kids were wild with joy.

According to Chinese custom, lighting firecrackers is a must during the Spring Festival. People believe the sound of the firecrackers drives away demons(¶ñħ) and bad luck for the coming year. Their beautiful colors and sound also bring much excitement during this most important traditional Chinese festival.

Since the ban, people complained that the Spring Festival was too quiet and not traditional enough. Children lost the fun and grown-ups lost their childhood memories.

Some even worried that if the ban continued, the next generation would only know the custom of lighting firecrackers through books. This would be a great loss for tradition.

Everybody knows that we can¡¯t give up eating for the slight risk of choking(ÒòÒ­·Ïʳ). So in recent years, many cities have resumed the old custom at the request of local residents. This year Beijing kids will also be able to join in.

However, every year there are kids injured by setting off fireworks in a dangerous way. So while enjoying yourself, please bear safety in mind.

Don¡¯t light fireworks among crowds, inside a bottle or with a part of your body right over it.

No matter how much fun firecrackers are, the most important thing is to keep away from danger. We wish every kid an exciting and safe Spring Festival!

1. Reasons   2. believed/thought/supposed/expected

3. excited/thrilled/happy/joyful 4 .hurriedly/quickly 5. watching

6. Factors 7. pollution  8. lost/gone/missing9. cancelled     10.safety

10/thought/supposed/expected73.excited/thrilled/happy/joyful 

10

Homework is a great way for kids to develop independent, lifelong learning skills, so here are some general homework tips for parents:

n                                        Make sure your child has a quiet, well ¨Clit place to do homework£®

Avoid having your child do homework with the television on or in places with other distractions, such as people coming and going£®

n                                           Make sure the materials your child needs, such as some paper£®

n                                           Pencils and dictionary, are available£®

Ask your child if special materials will be needed for some projects and get them in advance£®

n                                        Help your child with time management

Establish a set time each day for doing homework£® Don¡¯t let your child leave homework until just before bedtime£® Think about using a weekend morning or afternoon for working on big projects, especially if the project involves getting together with classmates£®

n                                                      Be positive about homework

Tell your child how important school is£® The attitude you express to homework will be the attitude your child acquires£®

n                                                      When your child asks for help, provide guidance, not answers£®

Giving answers means your child will not learn the material£® Too much help teaches your child that when the going gets rough, someone will do the work for him or her£®

Cooperate with the teacher£® It shows your child that the school and home are a team£® Follow the directions given by the teacher£®

n                                                      Reward progress in homework£®

If your child has been successful in homework completion and is working hard, celebrate that success with a special event (e£®g£®pizza, a walk, a trip to the park)to reinforce the positive effort£®

1£®Tips      2£®place       3£®Without/ No     4£®Special    5£®set

6£®positive   7£®Expressed   8£®children         9£®Help      10£®Celebrate