Unit5 Creativity&Innovation 高级综合商务英语ppt课件

Unit5CreativityandInnovationQuiz*QuizUnit4(Reviewing)circuitboardeschewformalmedicaltreatmentaflounderingApplemilkoldsuccessescalltheshots销售部程序图标被痛骂一顿大众市场权宜之计Unit5(Previewing)社区服务劳工统计局世界领先者后现代主义基本人权LCDadeadanddepopulatedtowncynicismsuspenddisbeliefnegativecorrelation*QuizUnit4(Reviewing)circuitboardeschewformalmedicaltreatmentaflounderingApplemilkoldsuccessescalltheshots销售部程序图标被痛骂一顿大众市场权宜之计Unit4(Reviewing)电路板;线路板拒绝接受常规治疗陷入困境的苹果依靠往日的成功获利发号施令;操纵marketingdepartmenticonbetreatedtoahailstormofinvectivemassmarketexpediency*QuizUnit5(Previewing)社区服务劳工统计局世界领先者后现代主义基本人权LCDadeadanddepopulatedtowncynicismsuspenddisbeliefnegativecorrelationUnit5(Previewing)communityserviceBureauofLaborStatisticsaworldleaderpostmodernismbirthright液晶显示屏人烟稀少、死气沉沉的小镇玩世不恭,愤世嫉俗抛开怀疑；停止怀疑负相关*Unit5CreativityandInnovationLead-in*AreYouCreative?1.Whenyoucomeacrossarose,youimmediately:A.Smellit.B.Quoteeveryrosepoemyoucanremember.C.Writeyourownpoem.D.Sketchtherose.*AreYouCreative?2.Oneofyourdreamsinlifeisto:A.Writeanovel.B.Becomeapainter.C.Traveltheworld.D.Climballthefamousmountains.*AreYouCreative?3.Yourdesk:A.Resemblesanaturaldisaster.B.Isabitofamess,butyouknowwhereeverythingis.C.Isbasicallyneat--youusethestackingmethod.D.Isinperfectorder--everythinginitsplace.*AreYouCreative?4.Thepersonyouadmiremostis:A.Einstein.B.Yourmother.C.JaneAustin.D.Anyonewhocangeteverythingcrossedoffhisorherto-dolist.*AreYouCreative?5.Youconsideryourself:A.Extremelycreative.B.Creative.C.Alittlecreative.D.Notcreative.*AreYouCreative?6.Yougetnewideas:A.Allthetime.B.Severaltimesaweek.C.Severaltimesamonth.D.YoudimlyrecallgettinganewideawhenHuwasinoffice.*AreYouCreative?7.Youdreamin:A.Color.B.Blackandwhite.C.Youcan'tremembernow.D.Nothing.Youdon'tdream.*AreYouCreative?Scoring:Throwoutallyouranswersexceptfornumberfive--"Youconsideryourself:".Ifyouanswered:A.Extremelycreative.B.Creative.C.Alittlecreative.D.Notcreative.Howcreativeyouthinkyouarecorrespondswithhowcreativeyoureallyare.*Unit5CreativityandInnovationLead-in*MarketPotential?1)Self-perfumingbusinesssuitreleasingfragrancewhenthewearermoves*MarketPotential?2)Alarmclockthatrunsawayfromyou*MarketPotential?3)PawSenseasoftwareutilitydetectingandblockcattyping*MarketPotential?4)HiddenWallSafelookinglikeanordinaryelectricaloutlet*MarketPotential?5)LaserCosmosasuper-powerfulspaceprojector*MarketPotential?1)Self-perfumingbusinesssuit2)Alarmclockthatrunsawayfromyou3)PawSense4)HiddenWallSafe5)LaserCosmos*ThePostmodernCravingforCreativityTitle*modernismModernismisaphilosophicalmovementthat,alongwithculturaltrendsandchanges,arosefromwide-scaleandfar-reachingtransformationsinWesternsocietyinthelate19thandearly20thcenturies.AmongthefactorsthatshapedModernismwasthedevelopmentofmodernindustrialsocietiesandtherapidgrowthofcities,followedthenbythehorrorofWorldWarI.ModernismalsorejectedthecertaintyofEnlightenmentthinking,andmanymodernistsrejectedreligiousbelief.*postmodernismPostmodernismisalate-20th-centurymovementinthearts,architecture,andcriticismthatwasadeparturefrommodernism.Postmodernismincludesskepticalinterpretationsofculture,literature,art,philosophy,history,economics,architecture,fiction,andliterarycriticism.*postmodernism*postmodernism*postmodernism*ThePostmodernCravingforCreativityStructureAnalysis*StructureAnalysisParas.1-4Theevolutionofpeople’sperceptionaboutcreativityinindustrialandcommercialsectors.Paras.5-10Thegrowingsocialattractiontocreativityinapost-modernworld.Paras.11-18Consumerpreferenceforenergybrandscharacterizedbycreativebisociation.*ThePostmodernCravingforCreativityEssayQuestions*Para.1WhydoestheauthormentionCarsatthebeginningofthetext?*CarsCarsisa2006Americancomputer-animatedcomedy-adventuresportsfilmproducedbyPixarAnimationStudios,anddirectedandco-writtenbyJohnLasseterandreleasedbyWaltDisneyPictures.《汽车总动员》*LightningMcQueenanup-and-comingrookieracerskilledandfocusedonhisgoalsarrogantandself-centered闪电麦昆*Para.1WhydoestheauthormentionCarsatthebeginningofthetext?PixarRadiatorSprings*Para.1WhydoestheauthormentionCarsatthebeginningofthetext?Pixar*Pixar['piksar]AnAmericancomputeranimationfilmstudioaGraphicsGroupin1979acorporationin1986withfundingSteveJobs,whobecameitsmajorityshareholderTheWaltDisneyCompanyboughtPixarin2006atavaluationof$7.4billion,atransactionwhichmadeJobsDisney'slargestshareholder.皮克斯；皮克斯动画工作室*Para.1WhydoestheauthormentionCarsatthebeginningofthetext?PixarCarssprangfromtheimaginationofPixarPixarintroducedstop-framephotographyinanimatedfilmmaking*stop-frameadj.oforrelatingtoanimatedfilmsinvolvingmodels,puppets,etc,inwhicheachframeisphotographedindividually逐格摄影法*Para.1WhydoestheauthormentionCarsatthebeginningofthetext?PixarCarssprangfromtheimaginationofPixarPixarintroducedstop-framephotographyinanimatedfilmmakingachieveddominance*Para.1WhydoestheauthormentionCarsatthebeginningofthetext?RadiatorSpringsRadiatorSpringsisthefictionaltowninCars.*fictionaladj.formedorconceivedbytheimagination虚构的Itisdramafeaturingfictionalcharacters.虚构的人物是戏剧的特点。*Para.1WhydoestheauthormentionCarsatthebeginningofthetext?RadiatorSpringsRadiatorSpringsisthefictionaltowninCars.*radiator['reidieitə]Theradiatorinacaristhepartoftheenginethatisfilledwithwaterinordertocooltheengine.(汽车引擎的)水箱*RadiatorSprings(水箱)温泉镇RadiatorSpringswasonceapopularrestarea.However,intheearly1960’s,Interstate40builtnearbygreatlydecreasedtraffic.tired&old;aghosttownIn2006,famousracecarLightningMcQueencametothetownandmadefriendswithpopulace.Afterhisrace,hesetuparacingheadquartersthere,andthetownstartedtogrowagain.big-heartednewcreativeavenuestolurepeopleandbusiness*Para.1WhydoestheauthormentionCarsatthebeginningofthetext?RadiatorSpringsRadiatorSpringsisthefictionaltowninCars.revivedthefortunes*SentenceTranslationAndinRadiatorSprings,weseepurecreativityexemplifiedinrevivingthefortunesofasmalltownbyfindingnewcreativeavenuestolurepeopleandbusinessbacktowhathadbecomeaghosttown.温泉镇探寻到的创新之路吸引人们和商业重新回到了这个一度变为鬼城的小镇,使它恢复了往日的时运，从这个例子我们见识到完美的创造力。*Para.2Whatdidpeopleconsidercreativity200yearsago?diversionunproductiverecreationsalittleR&R*R&Rrestandrecreation休息与娱乐restandrecuperation休养与恢复rockandroll摇滚乐rapeandrobbery强奸抢劫*Para.2WhatdoyouknowabouttheVictorianAge?*theVictorianAgeTheVictorianAgeofBritishhistorytheperiodofQueenVictoria'sreign(1837-1901)alongperiodofpeace,prosperity,refinedsensibilitiesandnationalself-confidenceforBritain*Para.2WhatdoyouknowabouttheVictorianAge?200yearsagoTheVictorianAgewasallaboutmovingphysicalobjectsaroundinthephysicalworld,ofnaturalresourcesmechanicallyhewnfromtheearth,convertedintogoods,andtransportedtotheconsumer'sdoor.维多利亚时代的特征是人们把物品从物质世界的一个地方移到另一个地方，人们使用机器肆意砍伐土地上的自然资源，将它们变成商品，再运送到消费者的家门。*Para.2HowdidpeopleinVictorianAgerelaxthemselves?BywatchingthelatestRenoirorRodin.*Renoir[rə'nwa:]雷诺阿Frenchimpressionistpainter(1841-1919)*Self-portraitsofRenoir*RenoirTheTheaterBox(1874)TwoSisters(1881)*RenoirChildrenattheBeach(1883)*RenoirTheArtist'sFamily(1896)ThreeBathers(1895)*Rodin罗丹Frenchsculptornotedforhisrenderingsofthehumanform(1840-1917)*RodinTheAgeofBronzeTheKissTheThinker*WritingSkills(Para.2)...Wecannotblamepeopleforseeingthingsthatway....Afterallthatactivity,peopleneededtorelaxinfrontofthelatestRenoirorRodin:theLCDTVsoftheirday.*LCDliquidcrystaldisplay液晶显示屏*WritingSkills(Para.2)...Wecannotblamepeopleforseeingthingsthatway....Afterallthatactivity,peopleneededtorelaxinfrontofthelatestRenoirorRodin:theLCDTVsoftheirday.*Para.3Whatdopeopleconsidercreativitytoday?farmorethanjustdecorativeaneconomicforce,reshapingtheworkworld,puttingtheIndustrialAgetobed*theIndustrialAge工业时代TheIndustrialAgeisaperiodofhistorythatencompassesthechangesineconomicandsocialorganizationthatbeganabout1760inEnglandandlaterinothercountries,characterizedchieflybythereplacementofhandtoolswithpower-drivenmachines,asthepowerloomandthesteamengine,andbytheconcentrationofindustryinlargeestablishments.*Para.3Whatdopeopleconsidercreativitytoday?farmorethanjustdecorativeaneconomicforce,reshapingtheworkworld,puttingtheIndustrialAgetobed*PuttingItToBedI'mcallingtimeonyouandme,Don'trequireavictoryI'velosttheanger,letitoutThelasttearhasruninsidemymouthNoneedtosay,IsurvivedI'mmakingupforlosttimeIguessI'llneverknowNeverknowhowcananyonegotfromhottocoldJustlikethatIneverwillforget,butI'llforgiveI'msooverit*PuttingItToBedI'mlayingitalltorest,I'mputtingitalltobed,tonightSleepbitterness,sleeptightThankyouforyourtimeI'mputtingitalltobed,tonight'TilnexttimeWell,peopletalk,Idon'tmissathingDowntowhatyou'redrivingI'vegonefullcircletofindIcareYoumayfindsomedayyouneedmetobethere*PuttingItToBedTheonlygameIcanfindIstojointhedotsfromyourhearttomineAndeversincethatday,sincethatdayImusthavecalledyoueverynameunderthesunEverylastoneButtempersfade,andnowIwishyouwellDon'tgotohell!Sogoodnight,goodbyeIt'llbealrightinthemorningLightsout,gottasleepnowIwillbesafeandsoundinthemorning*Para.3Whatdopeopleconsidercreativitytoday?farmorethanjustdecorativeaneconomicforce,reshapingtheworkworld,puttingtheIndustrialAgetobedessentialdriversofjobsandwealthWhiteRiverJunction,VermontPittsfield,Massachusettsstartedarevivalprocessbasedonbringingincreativeindustries*Para.3Whatarecreativeindustries?arangeofeconomicactivitieswhichareconcernedwiththegenerationorexploitationofknowledgeandinformationadvertising,architecture,art,crafts,design,fashion,film,music,performingarts,publishing,R&D,software,toysandgames,TVandradio,andvideogames,publicandprivateservices*Para.3Whatdopeopleconsidercreativitytoday?farmorethanjustdecorativeaneconomicforce,reshapingtheworkworld,puttingtheIndustrialAgetobedessentialdriversofjobsandwealthWhiteRiverJunction,VermontPittsfield,Massachusettsstartedarevivalprocessbasedonbringingincreativeindustries*WhiteRiverJunction,Vermont*WhiteRiverJunction,Vermont*WhiteRiverJunction,Vermont*WhiteRiverJunction,Vermontknownmostlyforitsquirky(['kwə:ki]古怪的)andartisticdowntownareathehomeofoneofVermont'sonlytwostripclubsstripclub:脱衣舞夜总会Hollywood'sHardbodiesissetawayfromthedowntownMainStreetareaatopofSykesHill.Hardbodies:《火辣身材》*Pittsfield,Massachusetts*Pittsfield,Massachusetts*Pittsfield,Massachusetts*Pittsfield,MassachusettsGeneralElectricCompany(GE)locatedinPittsfield1999amilestoneforPittsfield:asettlementagreement–valuedatover$250million–tocleanupPittsfieldPittsfieldhasseveralcountryclubs,includingthePontoosucLakeCountryClub.Pittsfieldishometotwolakes,OnotaandPontoosuc,bothpopularforswimming,boating,andfishing.*Pittsfield,Massachusetts*Para.4HowdoescreativityreshapetheU.S.andU.K.economy?U.S.:workersemployedinindustrymakinguplessthan10%oftheworkforce(thelowestlevelsince1850)U.K.:shiftitsfocusawayfrommanufacturingtheworldleaderincreativeservicescreativeindustriesaccountingfor7.1%ofoveralleconomyemploying2milliononaparwiththefinancialindustry*Para.4Thecreativeedgeisnowwherecompetitiveadvantageisachievedthroughstartlinginnovationandparadigm-shiftingthought.*edgen.advantage优势ThethreedaysUruguayhavetopreparecouldgivethemtheedgeoverBrazil.3天的准备时间也许能使乌拉圭比巴西略胜一筹。*startlingadj.sodifferent,unexpected,orremarkablethatpeoplereacttoitwithsurprise惊人的Sometimestheresultsmayberatherstartling.有时结果可能相当惊人。*paradigmshiftn.aradicalchangeinunderlyingbeliefsortheory基础信念或理论的根本变化ThiscommentreflectsanewrealityforITexecutivesandanewparadigmshiftforITshops.这一评论反映了IT执行人员的新的现实和IT购买方面的新的转变范例。*Para.4Thecreativeedgeisnowwherecompetitiveadvantageisachievedthroughstartlinginnovationandparadigm-shiftingthought.Theadvantageofbeingcreativeisnowwherecompetitiveadvantageisachievedthroughamazinginnovationandthoughtbringingaboutaradicalchangetoacceptedpatterns.*StructureAnalysisParas.1-4Theevolutionofpeople’sperceptionaboutcreativityinindustrialandcommercialsectors.Paras.5-10Thegrowingsocialattractiontocreativityinapost-modernworld.Paras.11-18Consumerpreferenceforenergybrandscharacterizedbycreativebisociation.*Para.5WhatisthefunctionofPara.5?AconnectinglinkbetweenPart1andPart2.*Para.5Andwhatroledoescreativityplayinenergybrandsandhowdoesitdriveconsumerstogravitatetowardthem?*gravitatetowardIfyougravitatetowardaparticularplace,thing,person,oractivity,youareattractedbyitandgotoitorgetinvolvedinit.受吸引Younaturallygravitatetowardpeoplewithsharedvalues.你自然而然地被具有共同价值观的人吸引。*Paras.6-7Whydoweexistonthisplanet?Whatisthemeaningoflife?*Paras.6-7Canyouspecifythedifferencesbetweenmodernismandpostmodernism?Modernism:Weareonthewaytoabrighterfutureinthelightofmaterialpossessions.Wedeservetheprogressandimprovementbymaterialacquisition.*Paras.6-7Canyouspecifythedifferencesbetweenmodernismandpostmodernism?Postmodernism:Postmodernismdismisseswhatistakenforgrantedbymodernism.Withthedawningofthepostmodernera,Westerncultureisinvolvedinastateofturbulenceduetothelossofacentralizedprinciple.Weareledastraybycomplexity,cynicismsanddoubtinourquestofpurposeandmeaningoflife.Consumerismandmaterialismoffernoelixirforourbewilderments.*Paras.6-7Vocabulary:romanceperpetuatemakeoutorganizingprincipleelude*romancev.tellromanticorexaggeratedlies虚构;渲染Thisauthorromancedhistriptoanexoticcountry.*perpetuate[pə'petʃueit]Ifsomeoneorsomethingperpetuatesasituation,system,orbelief,especiallyabadone,theycauseittocontinue.使继续(尤指不好的情形、体系或信仰)Wemustperpetuatethesystem.我们必须将此永久保持。*makeoutIfyoumakeoutthatsomethingisthecaseormakesomethingouttobethecase,youtrytocausepeopletobelievethatitisthecase.;竭力说Idon'tthinkitwasasgloriousaseverybodymadeitouttobe.我认为这不像大家说的那样了不起。*organizingprincipleAnorganizingprincipleisacoreassumptionfromwhicheverythingelsebyproximitycanderiveaclassificationoravalue.Itislikeacentralreferencepointthatallowsallotherobjectstobelocated.组织原则*eludeIfafactorideaeludesyou,youdonotsucceedinunderstandingit,realizingit,orrememberingit.把…难住Theappropriatewordeludedhim.他想不起来那个合适的词。*Para.8WhatisthefigureofspeechusedinthefirstsentenceofPara.8?Simile.Consumersarecomparedtonine-year-olds,withtheassociationthatbotharetornbetweenacravingforbeliefandasenseofdisbelief.*Para.8Likenine-year-oldswrestlingwiththequestionofSantaClaus,webelieve,consumersaretornbetweenwantingtobelievemodernistpromisesandbeingtoosavvytosuspenddisbelief.*wrestleWhenyouwrestlewithadifficultproblem,youtrytodealwithit.试图解决Delegateswrestledwiththeproblemsofviolenceandsanctions.代们试图解决暴力和制裁问题。*SantaClausSantaClausorSantaisanimaginaryoldmanwithalongwhitebeardandaredcoat.Traditionally,youngchildreninmanycountriesaretoldthathebringstheirChristmaspresents.圣诞老人*betornbetween...and...Ifyouaretornbetweentwoormorethings,youcannotdecidewhichtochoose,andsoyoufeelanxiousortroubled.犹豫的Robbistornbetweenbecomingadoctorandacareerinathletics.罗布在成为医生和从事体育运动之间犹豫不决。*savvyadj.showalotofpracticalknowledge有见识的;具有实际知识的;有经验的Shewasaprettysavvywoman.她是个见过世面的漂亮女人。*suspenddisbelief停止怀疑LikeIsay,youhavetosuspenddisbelief.正如我所说的，你必须抛开怀疑。*Para.8Inthesentence,“It’saconflictthatfewmarketerscanrecognize.”,whatdoestheconflictreferto?Theconflictisthatontheonehand,customersarenolongerfooledbymarketingpronetoexaggeration,liesandemptypromises;ontheotherhand,customersarenotfascinatedbymarketingwhichisstraightforwardbutboring.*Para.8Marketingcannolongerfoolconsumers--butwhowantstobuyastraightforward,albeithonestproduct?It'saconflictthatfewmarketerscanrecognize.*straightforwardadj.easytodoorunderstand容易的;简单的Disposablediapersarefairlystraightforwardtoputon.一次性尿布非常容易穿。*albeit[ɔ:l'bi:it]Youusealbeittointroduceafactorcommentthatreducestheforceorsignificanceofwhatyouhavejustsaid.[古语]尽管，即使，虽然[一般用来连接单词或短语,而不是从句]Albeitfair,thegirlwasnotsoughtafter.那姑娘虽然漂亮，但不是被爱慕的女子。*marketern.someonewhosejobinvolvesmarketing商人AsamarketerIunderstoodwhatmakespeoplebuythings.作为一个生意人,我知道如何让人们买东西。*Para.8Howcancustomer'sbewildermentberesovled?Creativebrands.*Para.8Yetwe'vefoundthatcreativebrandstranscendtheirskepticismofmarketing,allowingthemtobelievewithnosenseofhypocrisy,thusresolvingthisconflict.*transcendv.gobeyond;surpass;exceed胜过;超越astorythattranscendsbelief令人难以置信的故事*skepticism/scepticismn.greatdoubtaboutwhethersomethingistrueoruseful怀疑Thedebacleofthe2009electionssharpenedtheirscepticism.2009年选举的惨败，更加重了他们的怀疑。*hypocrisy[hi'pɔkrisi]n.untruthfulness,falsity虚伪;伪善ThisisyetanotherexampleofWesternhypocrisy.这是西方国家伪善的另一例子。*Paras.9-10Inapostmodernera,whatisthecorrelationamongmaterialism,happinessandcreativity?Negativecorrelationbetweenhappinessandmaterialwealth.Positivecorrelationbetweenhappinessandcreativity.*AlexisdeTocquevillen.FrenchpoliticalwriternotedforhisanalysisofAmericaninstitutions(1805-1859)托克维尔Best-knownWorks:DemocracyinAmerica《论美国的民主》TheOldRegimeandtheRevolution《旧制度与大革命》*restlessadj.worriedanduneasy焦躁不安的;得不到满足的Hefeltrestlessanddissatisfiedashedrovehome.在开车回家的途中，他感到烦躁不安，很不高兴。*inthemidstof...among在…之中，在…当中Manyweresurprisedtoseehimexposedlikethisinthemidstofalargecrowd.很多人看到他这样暴露在一大群人当中，都感到很意外。*abundancen.thepropertyofamorethanadequatequantityorsupply充裕,丰富*World'sHappiestNationsNo.1Denmark*World'sHappiestNationsNo.2Norway*World'sHappiestNationsNo.3Switzerland*World'sHappiestNationsNo.4TheNetherlands*World'sHappiestNationsNo.5Sweden*World'sHappiestNationsNo.6Canada*World'sHappiestNationsNo.7Finland*World'sHappiestNationsNo.8Austria*World'sHappiestNationsNo.9Iceland*World'sHappiestNationsNo.10Australia*StructureAnalysisParas.1-4Theevolutionofpeople’sperceptionaboutcreativityinindustrialandcommercialsectors.Paras.5-10Thegrowingsocialattractiontocreativityinapost-modernworld.Paras.11-18Consumerpreferenceforenergybrandscharacterizedbycreativebisociation.*Part3RichardBuckminsterFullerArthurKoestlerDavidByrneDavidAaker*RichardBuckminsterFullern.UnitedStatesarchitectwhoinventedthegeodesicdome(1895-1983)巴克敏斯特·富勒*RichardBuckminsterFullerTheMontrealBiosphèrebyBuckminsterFuller,1967蒙特利尔世博会美国馆*ArthurKoestlerBritishwriter(borninHungary)whowroteanovelexposingtheStalinistpurges(斯大林的清除政策)duringthe1930s(1905-1983)亚瑟·库斯勒NotableWorks:DarknessatNoon《中午的黑暗》TheThirteenthTribe《第十三部落》*BisociationBisociationisatermcoinedbyauthorArthurKoestlerinhisbookTheActofCreation.Bisociationinvolvesconnectingtwoseeminglyunrelatedthings(forcedassociation).Key+USB*BisociationComputers+mailorder=?Auction+web=?Bookstore+web=?TabletPC+cellphone=?*BisociationComputers+mailorder=DellAuction+web=EbayBookstore+web=AmazonTabletPC+cellphone=iPhone*DavidByrne大卫·拜恩born14May1952aScottishmusicianafoundingmemberandprincipalsongwriteroftheAmericannewwavebandTalkingHeadsactivebetween1975and1991*TalkingHeadsanAmericanrockbandformedin1975inNewYorkCityandactiveuntil1991传声头像Discography(录音作品目录)TalkingHeads:77(1977)MoreSongsAboutBuildingsandFood(1978)FearofMusic(1979)RemaininLight(1980)SpeakinginTongues(1983)LittleCreatures(1985)TrueStories(1986)Naked(1988)*DavidAakerborn1938anAmericanorganizationaltheorist,consultantwellknownmarketingexpertwithaparticularfocusonbrandstrategy*Para.15WhataretheexamplesofbisociationmentionedinPara.15?iPodPowerPointSillyString*SillyStringn.atoyofflexible,sometimesbrightlycolored,plastic[propelledasastreamofliquid]fromanaerosolcan喷彩摩丝*Para.15Asitturnsout,thisstapleofforth-gradebirthdaypartiescanrevealbombtripwiresinadarkroom.*staplen.somethingthatformsanimportantpartofsomethingelse重要部分PoliticalreportinghasbecomeastapleofAmericanjournalism.政治报道已经成为美国新闻业的一个重要内容。*tripwiren.awirestretchedjustabovetheground,whichsetsoffsomethingsuchasatraporanexplosionifsomeonetouchesit(如陷阱或爆炸装置的)绊线*Para.15IfthesoldiersspraySillyStringandithangsintheair,thesituationmightbedangerous.That'sbisociationputtingtogetheratoyandtherealityofwarfaretosavelives.*warfaren.theactivityoffightingawar;anyviolentstruggleorconflict作战,战争;打斗;冲突Muchoftheviolenceisrelatedtodrugsandgangwarfare.很多暴力行为都与毒品和帮派冲突有关。*Para.16Canyoucomparethemeaningsof"anincrementalidea"and"anexponentialidea"aspointedoutbyDavidAaker?*incrementaladj.increasinggraduallybyregulardegreesoradditions递增的;增加的;增值的incrementallearning渐进式学习incrementalcost增量成本incrementaldevelopment递增式发展*exponential[,ekspəu'nenʃəl]adj.growingorincreasingveryrapidly快速增长的;指数的Thepolicytriedtochecktheexponentialgrowthofpublicexpenditure.该政策试图检查公共支出的快速增长。*Para.16Canyoucomparethemeaningsof"anincrementalidea"and"anexponentialidea"aspointedoutbyDavidAaker?Anincrementalideareferstoaninnovativeideathatemploysexistingtechnologyandaimsataregularimprovementinexistingprocesses,productsandservices.Onthecontrary,anexponentialideacanproduceradicalinnovationsembracingbreakthro