研究生英语综合教程(下)课文+翻译

课文原文1-7 Unit 1 The Hidden Side of Happiness

1 Hurricanes, house fires, cancer, whitewater rafting accidents, plane crashes, vicious attacks in dark alleyways. Nobody asks for any of it. But to their surprise, many people find that enduring such a harrowing ordeal ultimately changes them for the better.Their refrain might go something like this: "I wish it hadn't happened, but I'm a better person for it."

1飓风、房屋失火、癌症、激流漂筏失事、坠机、昏暗小巷遭歹徒袭击，没人想找上这些事儿。但出人意料的是，很多人发现遭受这样一次痛苦的磨难最终会使他们向好的方面转变。他们可能都会这样说:“我希望这事没发生，但因为它我变得更完美了。”

2 We love to hear the stories of people who have been transformed by their tribulations, perhaps because they testify to a bona fide type of psychological truth, one that sometimes gets lost amid endless reports of disaster: There seems to be a built-in human capacity to flourish under the most difficult circumstances. Positive responses to profoundly disturbing experiences are not limited to the toughest or the bravest.In fact, roughly half the people who struggle with adversity say that their lives subsequently in some ways improved.

2我们都爱听人们经历苦难后发生转变的故事，可能是因为这些故事证实了一条真正的心理学上的真理，这条真理有时会湮没在无数关于灾难的报道中:在最困难的境况中，人所具有的一种内在的奋发向上的能力会进发出来。对那些令人极度恐慌的经历作出?积极回应的并不仅限于最坚强或最勇敢的人。实际上，大约半数与逆境抗争过的人都说他们的生活从此在某些方面有了改善。

3 This and other promising findings about the life-changing effects of crises are the province of the new science of post-traumatic growth. This fledgling field has already proved the truth of what once passed as bromide: What doesn't kill you can actually make you stronger. Post-traumatic stress is far from the only possible outcome. In the wake of even the most terrifying experiences, only a small proportion of adults become chronically troubled. More commonly, people rebound-or even eventually thrive.

3诸如此类有关危机改变一生的发现有着可观的研究前景，这正是创伤后成长这一新学科的研究领域。这一新兴领域已经证实了曾经被视为陈词滥调的一个真理:大难不死，意志弥坚。创伤后压力绝不是唯一可能的结果。在遭遇了即使最可怕的经历之后，也只有一小部分成年人会受到长期的心理折磨。更常见的情况是，人们会恢复过来—甚至最终会成功发达。

4 Those who weather adversity well are living proof of the paradoxes of happiness.We need more than pleasure to live the best possible life. Our contemporary quest for happiness has shriveled to a hunt for bliss-a life protected from bad feelings,free from pain and confusion. 4那些经受住苦难打击的人是有关幸福悖论的生动例证:为了尽可能地过上最好的生活，我们所需要的不仅仅是愉悦的感受。我们这个时代的人对幸福的追求已经缩小到只追求福气:一生没有烦恼，没有痛苦和困惑。

5 This anodyne definition of well-being leaves out the better half of the story, the rich, full joy that comes from a meaningful life. It is the dark matter of happiness,the ineffable quality we admire in wise men and women and aspire to cultivate in our own lives. It turns out that some of the people who have suffered the most, who have been forced to contend with shocks they never anticipated and to rethink the meaning of their lives, may have the most to tell us about that profound and intensely fulfilling journey that philosophers used to call the search for "the good life".

5这种对幸福的平淡定义忽略了问题的主要方面—种富有意义的生活所带来的那种丰富、完整的愉悦。那就是幸福背后隐藏的那种本质—是我们在明智的男男女女身上所欣赏到并渴

望在我们自己生活中培育的那种不可言喻的品质。事实证明，一些遭受苦难最多的人-他们被迫全力应付他们未曾预料到的打击，并重新思考他们生活的意义—或许对那种深刻的、给人以强烈满足感的人生经历(哲学家们过去称之为对“美好生活”的探寻)最有发言权。

6 This broader definition of good living blends deep satisfaction and a profound connection to others through empathy. It is dominated by happy feelings but seasoned also with nostalgia and regret. "Happiness is only one among many values in human life," contends Laura King, a psychologist at the University of Missouri in Columbia. Compassion, wisdom, altruism, insight, creativity-sometimes only the trials of adversity can foster these qualities, because sometimes only drastic situations can force us to take on the painful process of change. To live a full human life, a tranquil, carefree existence is not enough. We also need to grow-and sometimes growing hurts.

6这种对美好生活的更为广泛的定义把深深的满足感和一种通过移情与他人建立的深切联系融合在一起。它主要受愉悦情感的支配，但同时也夹杂着惆怅和悔恨。密苏里大学哥伦比亚分校的心理学家劳拉?金认为:“幸福仅仅是许许多多人生价值中的一种。”慈悲、智慧、无私、.洞察力及创造力—有时只有经历逆境的考验才能培育这些品质，因为有时只有极端的情形才能迫使我们去承受痛苦的改变过程。只过安宁的、无忧无虑的生活是不足以体验一段完整的人生的。(此文来自袁勇兵博客)我们也需要成长-尽管有时成长是痛苦的。

7 In a dark room in Queens, New York, 31-year-old fashion designer Tracy Cyr believed she was dying. A few months before, she had stopped taking the powerful

immune-suppressing drugs that kept her arthritis in check. She never anticipated what would happen: a withdrawal reactions that eventually left her in total body agony and neurological meltdown. The slightest movement-trying to swallow, fqr example-was excruciating. Even the pressure of her cheek on the pillow was almost unbearable.

7在纽约市皇后区一间漆黑的房间里，31岁的时装设计师特蕾西?塞尔感到自己奄奄一息。就在几个月前，她已经停止服用控制她关节炎的强效免疫抑制药。她从没预见到接下来将要发生的事:停药之后的反应最终使她全身剧烈疼痛，神经系统出现严重问题。最轻微的动作—比如说试着吞咽—对她来说也痛苦不堪。甚至将脸压在枕头上也几乎难以忍受。

8 Cyr is no wimp-diagnosed with juvenile rheumatoid arthritis at the age of two, she had endured the symptoms and the treatments (drugs, surgery) her whole life. But this time,she was way6 past her limits, and nothing her doctors did seemed to help. Either the disease was going to kill her or, pretty soon, she felt she might have to kill herself.

8塞尔并不是懦弱的人。她在两岁时就被诊断得了幼年型类风湿性关节炎，一生都在忍?受着病症和治疗(药物、手术)的折磨。但是这一次，她实在不堪忍受了，她的医生所做的一切似乎都不起作用。要么让疾病结束她的生命，要么她就得很快了结自己的生命了。

9 As her sleepless nights wore on, though, her suicidal thoughts began to be interrupted by new feelings of gratitude. She was still in agony, but a new consciousness grew stronger each night: an awesome sense of liberation, combined with an all-encompassing feeling of sympathy and compassion. "I felt stripped of everything I'd ever identified myself with," she said six months later. "Everything I thought I'd known or believed in was useless-time, money, self-image, perception. Recognizing that was so freeing."

9然而，在经历了若干个不眠之夜后，她想自杀的念头开始被新的感激之情所打断。虽然她仍然感到痛苦，但一种新的意识每一夜都变得更加强烈:一种令人惊叹的解脱感，结合着一种包容一切的同情和怜悯的情感。“我感到一切我曾经用来认同?自己身份的东西都被剥夺了，”六个月后她这样说道，“一切我认为我知道或相信的事物—时间、金钱、自我形象、

对事物的看法—都毫无价值了。意识到这一点真是让我感到解脱。”

10 Within a few months, she began to be able to move more freely, thanks to a cocktail of steroids and other drugs. She says now there's no question that her life is better. "l felt I had been shown the secret of life and why we're here: to be happy and to nurture other life. It's that simple."

10在几个月内，得益于类固醇加其他药物的鸡尾酒疗法，她开始能够更加自如地活动了。她说，毫无疑问她现在的生活状况有了好转。“我感觉我窥探到了生命的秘密以及我们生存的意义，那就是快乐地生活，同时扶持他人。就这么简单!”

11 Her mind-blowing experience came as a total surprise. But that feeling of transformation is in some ways typical, says Rich Tedeschi, a professor of psychology at the University of North Carolina in Charlotte who coined the term "post-traumatic growth". His studies of people who have endured extreme events, like combat, violent crime or sudden serious illness show that most feel dazed and anxious in the immediate aftermath; they are preoccupied with the idea that their lives have been shattered. A few are haunted long afterward by memory problems, sleep trouble and similar symptoms of post-traumatic stress disorder 7. But Tedeschi and others have found that for many people-perhaps even the majority-life ultimately becomes richer and more Gratifying.

11她这种不可思议的经历完全是个惊喜。但是北卡罗来纳大学夏洛特分校心理学教授里奇?特德斯基认为，这种转变的感觉从某些方面看却是很典型的。里奇?特德斯基教授首创了“创伤后成长”一词。他对那些经历了诸如搏斗、暴力犯罪、突患重病等极端事件的人群进行了研究，这些研究表明，在刚经历不幸后大多数人随即都会感到茫然和焦虑。他们一心想的就是，自己的生活完全被毁了。有少部分人事后很久了还不断被记忆问题、失眠以及类似的创伤后应激障碍所折磨。但特德斯基和其他学者发现，对很多人(可能甚至是绝大多数人)来说，生活最终会变得更加丰富和更加令人满足。

12 Something similar happens to many people who experience a terrifying physical threat. In that moment, our sense of invulnerability is pierced, and the self-protective mental armor that normally stands between us and our perceptions of the world is torn away. Our everyday life scripts-our habits, self-perceptions and assumptions-go out the window, and we are left with a raw experience of the world.

12许多经历过恐怖的人身威胁的人会遇到类似的情况。在事情发生的那一瞬间，我们的安全感被冲破了，平时处于我们与我们对世界的种种看法之间的自我保护的精神盔甲被剥离了。我们的日常生活轨迹(我们的习惯、自我认识和主观意念)全部被抛到九霄云外，只剩下对世界的原始体验。

13 Still, actually implementing these changes, as well as fully coming to terms with a new reality, usually takes conscious effort. Being willing and able to take on this process is one of the major differences between those who grow through adversity and those who are destroyed by it. The people who find value in adversity aren't the toughest or the most rational. What makes them different is that they are able to incorporate what happened into the story of their own life.

13尽管如此，要实际实现这些转变并完全接受新的现实，通常需要有意识地付出努力。是否愿意并有能力承担这个过程，就是那些在灾难中成长和那些被灾难所摧毁的人之间主要的区别之一。认为灾难有价值的人并不是最坚强或最理性的人。使他们与众不同的是他们能够将所遭遇的事融入他们自己的人生历程中。”

14 Eventually, they may find themselves freed in ways they never imagined.Survivors say they have become more tolerant and forgiving of others, capable of bringing peace to formerly troubled relationships. They say that material ambitions suddenly seem silly and the pleasures of friends and family paramount-and that the crisis allowed them to recognize life in line with their new priorities.

14最终，他们可能会发现自己以从未想到过的方式获得了解脱。幸存者往往说他们变得更加宽容，也更能原谅别人，能够缓和原本糟糕的关系。他们说物质追求突然间变得很无聊，而朋友和家庭带来的快乐变得极为重要，他们还说危机使他们能够按照这些新的优先之事来重新认识生活。

15 People who have grown from adversity often feel much less fear, despite the frightening things they've been through. They are surprised by their own strength, confident that they can handle whatever else life throws at them. "People don't say that what they went through was wonderful," says Tedeschi. "They weren't meaning to grow from it. They were just trying to survive. But in retrospect, what they gained was more than they ever anticipated."

15从灾难中成长起来的人尽管经历过恐怖的事情，但他们的恐惧感往往大为减少。他们对自己的力量感到吃惊，相信不管今后生活中将要遭遇什么，他们都能应付。特德斯基说:“人们不会说他们所经历的是美好的。他们并不是特意要通过这样的经历来成长。他们只是尽其所能生存下来。但回顾起来，他们的收获远远大于他们所预料的。

16 In his recent book Satisfaction, Emory University psychiatrist Gregory Berns points to extreme endurance athletes who push themselves to their physical limits for days at a time. They cycle through the same sequence of sensations as do trauma survivors: self-loss, confusion and, finally, a new sense of mastery. For ultramarathoners, who regularly run

100-mile races that last more than 24 hours, vomiting and hallucinating are normal. After a day and night of running without stopping or sleeping, competitors sometimes forget who they are and what they are doing.

16埃默里大学精神病学家格列高利?伯思斯在他的近作《满足》中指出，极限耐力运动员每次训练都要使自己的身体连续数天处于极限状态。他们和经历创伤的幸存者所经历的感觉过程一样:自我失落，困惑，最后获得一种新的驾驭感。对于经常跑超过24小时的l00英里比赛的超级马拉松运动员来说，呕吐和产生幻觉是常事。在一昼夜不停歇不睡觉地跑步之后，竞赛者有时会忘了自己是谁，忘了自己在干什么。

17 For a more common example of growth through adversity, look to one of life's biggest challenges: parenting. Having a baby has been shown to decrease levels of happiness. The sleep deprivation and the necessity of putting aside personal pleasure in order to care for an infant mean that people with newborns are more likely to be depressed and find their marriage on the rocks. Nonetheless, over the long haul, raising a child is one of the most rewarding and meaningful of all human undertakings. The short-term sacrifice of happiness is outweighed by other benefits, like fulfillment, altruism and the chance to leave a meaningful Legacy.

17更普遍的在逆境中成长的例子要数生命中最大的挑战之一:为人父母。生育孩子一直被认为会降低幸福程度。为了照顾婴儿而睡眠不足并且必须将自己的消遣撇到一边，意味着有了新生儿的人更有可能感到抑郁并且面临婚姻的危机。然而，长远看来，养育孩子是所有人类活动中最有意义、最值得去做的一件事情。短时间内牺牲了幸福，却有了更多的收获，比如满足感、无私以及有机会留下一笔意义深远的遗产。

18 Ultimately, the emotional reward can compensate for the pain and difficulty of adversity. This perspective does not cancel out what happened, but it puts it all in a different context:

that it's possible to live an extraordinary rewarding life even within the constraints and struggles we face. In some form or other, says King, we all must go through this realization. "You're not going to be the person you thought you were, but here's who you are going to be instead-and that turns out to be a pretty great life."

18总之，情感上的回报可以弥补灾难带来的痛苦和艰难。这种精神收获并不能抵消所发生的苦难，但是它可以把这些苦难全部放在另一个不同的背景中来看待，..那就是即使我们面临约束和挣扎，我们仍然可以生存得极有价值。金指出，我们所有的人都必须以这样或那样的形式经历这种觉悟。“你将不再是自己心目中曾经的你，取而代之的是一个新的你—而事实会证明生活从此将非常美好。”

Unit4 Is Google Making Us Stupid

1.Over the past few years I've had an uncomfortable sense that someone, or something,has been tinkering with my brain, remapping the neural circuitry, reprograming the memory. My mind isn't going一so far as I can tell一but it's changing. I'm not thinking the way I used to think. I can feel it most stron gly when I?m reading. Immersing myself in a book or a lengthy article used to be easy. My mind would get caught up in the narrative or the turns of the argument, and I?d spend hours strolling through long stretches of prose. That's rarely the case anymore. Now my concentration often starts to drift after two or three pages. I get fidgety, lose the thread, begin looking for something else to do. I feel as if I'm always dragging my wayward brain back to the text. The deep reading that used to come naturally has become a struggle.

1在过去的几年里，我老有一种不祥之感，觉得有什么人，或什么东西，一直在我脑袋里捣鼓不停，重绘我的脑电图，重写我的脑内存。我的思想倒没跑掉—到目前为止我还能这么说，但它正在改变。我的思维方式在变。这种感觉在我阅读的时候尤为强烈。过去总是不费劲就能让自己沉浸在一本书或一篇长文章中，被其中的叙述或不同的论点深深吸引。我还会花数小时徜徉在长篇散文中。可如今这都不灵了。现在，我翻上两三页书，注意力就开始不集中了。我会变得烦躁，抓不住重点，开始想找点其他的事情做。我感觉我似乎要硬拖着我任性的大脑才能回到文章中。原本轻松自然的深度阅读，已成了痛苦挣扎。

2.I think I know what's going on. For more than a decade now, I've been spending a lot of time online, searching and surfing and sometimes adding to the great databases of the Internet. The Web has been a godsend to me as a writer. Research that once required days in the stacks or periodical rooms of libraries can now be done in minutes. A few Google searches, some quick clicks on hyperlinks, and I've got the telltale fact or pithy quote I was after. Even when I'm not working, I'm as likely as not to be foraging in the Web's info-thickets2-reading and writing emails, scanning headlines and blog posts, watching videos and listening to podcasts, or just tripping from link to link to link. (Unlike footnotes, to which they're sometimes likened, hyperlinks don't merely point to related works; they propel you toward them.) 2我想我知道到底是怎么一回事了。十多年来，我在网上花了好多时间，在因特网的信息汪洋中冲浪、搜寻、添加。对作家而言，网络就像个天上掉下来的聚宝盆。过去要在书堆里或图书馆的期刊阅览室中花上好几天做的研究，现在几分钟就齐活。“谷歌”几下，快速点开几个链接，就可以找到我所需要的事实或者精炼的引证。即使在工作之余，我也很有可能在信息丰富的网络里遨游—收发电子邮件、浏览头条新闻、点击博客、看视频、听播客或者只是从一个链接跳转到一个又一个链接。(超链接常被比作脚注，但是和脚注不一样，超链接不仅仅链接到相关作品;它们还驱使你去点击创门。)

3.For me, as for others , the Net is becoming a universa一medium, the conduit for most of the information that flows through my eyes and ears and into my mind. The advantages of having immediate access to such an incredibly rich store of information are many, and they've been widely described and duly applauded. "The perfect recall of silicon memory," Wired's0 Clive Thompson has written, "can be an enormous boon to thinking." But that boon comes at a price. As the media theorist Marshall McLuhan pointed out in the 1960s, media are not just passive channels of information. They supply the stuff of thought, but they also shape the process of thought. And what the Net seems to be doing is chipping away at my capacity for concentration and contemplation. My mind now expects to take in information the way the Net distributes it: in a swiftly moving stream of particles.Once I was a scuba diver in the sea of words. Now I zip along the surface like a guy on a Jet Ski.

3对我来说，像对其他人也一样，网络已经成为了一种通用的媒介，大部分信息都通过这个渠道进人我们的眼、耳，最后进人我们的大脑。能从这样一个异常丰富的信息库中直接获取信息，其优点是很多的，而且也得到了广泛的描述和适当的赞誉。“硅存储器的完美记忆性，”《连线》杂志的克莱夫?汤普森写道，“对于思想来说是一个大实惠。”但是这个实惠是要付出代价的。(此文来自袁勇兵博客)就像媒体理论家马歇尔?麦克卢恩在上世纪60年代所指出的那样，媒体可不只是被动的信息渠道。它们不但提供了思想的源泉，也塑造了思想的进程。网络似乎粉碎了我专注与沉思的能力。现如今，我的脑袋就盼着以网络提供信息的方式来获取信息:飞快的微粒运动。曾经我是文字海洋中的潜水者，现在我则像是摩托艇骑手在海面上风驰电掣。

4.I?m not the only one.When I mention my troubles with reading to friends and acquaintances-literary types, most of them-many say they're having similar experiences. The more they use the Web, the more they have to fight to stay focused on long pieces of writing. Some of the bloggers I follow have also begun mentioning the phenomenon. Scott Karp, who writes a blog about online media, recently confessed that he has stopped reading books altogether. "I was a lit major in college, and used to be a voracious book reader," he wrote. "What happened?" He speculates on the answer: "What if I do all my reading on the web not so much because the way I read has changed, i.e. I'm just seeking convenience, but because the way I think has changed?"

4我并不是唯一一个有此感觉的人。当我向文学界的朋友和熟人提到我在阅读方面的困扰，许多人说他们也有同样的感受。他们上网越多，在阅读长文章时，就越难集中精力。我所关注的一些博主也提到了类似的现象。斯科特?卡普开了一个有关在线媒体的博客，最近他承认自己已经完全不读书了。“我大学读的是文学专业，曾经是一个嗜书如命的人，”他写道。“到底发生了什么事呢?”他推测出了一个答案:“如果对我来说，通过网络来阅读的真正理由与其说是我的阅读方式发生了改变，比如，我只是图个方便，不如说是我的思维方式在发生变化，那么我该怎么办呢?”

5.Bruce Friedman, who blogs regularly about the use of computers in medicine, also has described how the Internet has altered his mental habits. "I now have almost totally lost the ability to read and absorb a longish article on the web or in print," he wrote earlier this year. A pathologist who has long been on the faculty of the University of Michigan Medical School, Friedman elaborated on his comment in a telephone conversation with me. His thinking, he said, has taken on a "staccato" quality, reflecting the way he quickly scans short passages of text from many sources online. "I can't read War and Peace anymore,"he admitted "I've lost the ability to do that. Even a blog post of more than three or four paragraph is too much to absorb. I skim it."

5布鲁斯?弗里德曼经常撰写有关电脑在医学领域应用的文章。他在早些时候同样提到因特网如何改变了他的思维习惯。“稍长些的文章，不管是网上的还是已经出版的，我现在几乎已经完全丧失了阅读它们的能力。”在密歇根大学医学院长期任教的病理学家布鲁斯，弗里德曼在电话里告诉我，由于上网快速浏览文章的习惯，他的思维呈现出一种“碎读”特性。“我再也读不了《战争与和平》了。”弗里德曼承认，“我失去了这个本事。即便是一篇长达三四段的博客也难以消化。我只能略微浏览一下。”

6.Anecdotes alone don't prove much. And we still await the long-term neurological and psychological experiments that will provide a definitive picture of how the Internet use affects cognition. But a recently published study of online research habits, conducted by scholars from University College London, suggests that we may well be in the midst of a sea change in the way we read and think. As part of the five-year research program, the scholars examined computer logs' documenting the behavior of visitors to two popular research sites, one operated by the British Library and one by a UK educational consortium, that provide access to journal articles, e-books, and other sources of written information. They found that people using the sites exhibited "a form of skimming activity", hopping from one source to another and rarely returning to any source they'd already visited. They typically read no more than one or two pages of an article or book before they would "bounce" out to another site. Sometimes they'd save a long article, but there's no evidence that they ever went back and actually read it.

6 仅仅是趣闻轶事还不能证明什么。我们仍在等待长期的神经学和心理学的实验，这将给因特网如何影响到我们的认识一个权威的定论。伦敦大学学院的学者做了一个网络研读习惯的研究并发表了研究结果。该研究指出，我们可能已经彻底置身于阅读与思考方式的巨变之中了。作为五年研究计划的一部分，学者们检测了计算机日志，它跟踪记录了两个流行的搜索网站的用户行为。其中一个网站是英国图书馆的，另一个是英国教育社团的，他们提供了期刊论文、电子书以及其他一些文献资源。他们发现，人们上网时呈现出“一种浮光掠影般的形式”，总是从一个资源跳到另一个资源，并且很少返回他们之前访问过的资源。他们常常还没读完一两页文章或书籍，就“弹”出来转到另一个网页去了。有时候他们会保存一个篇幅长的文章，但没有任何证据表明他们曾经返回去认真阅读。

7.Thanks to the ubiquity of text on the Internet, not to mention the popularity of text- messaging on cell phones, we may well be reading more today than we did in the 1970s or 1980s, when television was our medium of choice. But it's a different kind of reading, and behind it lies a different kind of thinking-perhaps even a new sense of the self.' "We are not only what we read," says Maryanne Wolf, a developmental psychologist at Tufts University and the author of Proust and the Squid: The Story and Science of the Reading Brain, "We are how we read." Wolf worries that the style of reading promoted by the Net, a style that puts "efficiency" and "immediacy" above all else, may be weakening our capacity for the kind of deep reading that emerged when an earlier technology, the printing press, made long and complex works of prose commonplace. When we read online, she says, we tend to become "mere decoders of information". Our ability to interpret text, to make the rich mental connections that form when we read deeply and without distraction, remains largely disengaged.

7多亏铺天盖地的网络文本，更别说当下时兴的手机短信，可供我们阅读的东西很可能比上世纪七八十年代要多了，那时，我们选择的媒体还是电视。但是，这已是另一种阅读模式，背后隐藏的是另一种思考方式—也许甚至是一种全新的自我意识。“不仅阅读的内容塑造了我们，”塔夫茨大学的发展心理学家、《普鲁斯特与鱿鱼:阅读思维的科学与故事》的作者玛丽安娜?沃尔夫

说，“阅读方式也体现了我们自身。”沃尔夫担忧，网络所倡导的将“丰富”与“时效性”置于首位的阅读方式可能已经削弱了那种深度阅读能力。深度阅读能力的形成应归功于早期印刷术的发明，有了它，长而复杂的散文作品也相当普遍了。然而，她说，当我们在线阅读时，我们往往只是一“信息解码器”而已。我们对文句的设释，心无旁鹜、深度阅读时形成的丰富的精神联系，这些能力很大程度上已经消失了。

8.Reading, explains Wolf, is not an instinctive skill for human beings. It's not etched into our genes the way speech is. We have to teach our minds how to translate the symbolic characters we see into the language we understand. And the media or other technologies we use in learning and practicing the craft of reading play an important part in shaping the neural circuits inside our brains. Experiments demonstrate that readers of ideograms, such as the Chinese, develop a mental circuitry for reading that is very different from the circuitry found in those of us whose written language employs an alphabet. The variations extend across many regions of the brain, including those that govern such essential cognitive functions as memory and the interpretation of visual and auditory stimuli. We can expect as well that the circuits woven by our use of the Net will be different from those woven by our reading of books and other printed Works.

8沃尔夫认为，阅读并非人类与生俱来的技巧，它不像说话那样融人了我们的基因。我们得训练自己的大脑，让它学会如何将我们所看到的字符译解成自己可以理解的语言。而媒体或其他我们用于学习和练习阅读的技术在塑造我们大脑的神经电路中扮演着重要角色。实验表明，表意字读者(如中国人)为阅读所创建的神经电路和我们这些用字母语言的人有很大的区别。这种变化延伸到大脑的多个区域，包括那些支配诸如记忆、视觉设释和听觉刺激这样的关键认知功能的部位。我们可以预料，使用网络阅读形成的思维，一定也和通过阅读书籍及其他印刷品形成的思维不一样。

9.Sometime in 1882, Friedrich Nietzsche bought a typewriter. His vision was failing, and keeping his eyes focused on a page had become exhausting and painful, often bringing on crushing headaches. He had been forced to curtail his writing, and he feared that he would soon have to give it up. The typewriter rescued him, at least for a time. Once he had mastered touch-typing, he was able to write with his eyes closed, using only the tips of his fingers. Words could once again flow from his mind to the page.

9 1882年，弗里德里希?尼采买了台打字机。此时的他，视力下降得厉害，长时间盯着一张纸会令他感觉疲惫、疼痛，还常常引起剧烈的头痛。他只得被迫缩减他的写作时间，并担心自己今后恐怕不得不放弃写作了。但打字机救了他，起码一度挽救过他。他终于熟能生巧，闭着眼睛只用手指尖也能打字—盲打。心中的词句又得以倾泻于纸页之上了。

But the machine had a subtler effect on his work. One of Nietzsche's friends, a composer, noticed a change in the style of his writing. His already terse prose had become even tighter, more telegraphic. "Perhaps you will through this instrument even ntake to a new idiom," the friend wrote in a letter, noting that, in his own work, his "`thoughts' in music and language often depend on the quality of pen and paper."

10然而，新机器也使其作品的风格发生了微妙的变化。尼采的一个作曲家朋友注意到他行文风格的改变。他那已经十分简练的行文变得更紧凑、…更电文式了。“或许就因为这个仪器，你甚至可能会喜欢上一个新短语，”这位朋友在一封信中提到，在他自己的作品中，他“在音乐和语言方面的…思想?常常要依赖于笔和纸的质量”。

Unit6 Inaugural Address

Vice President Johnson, Mr. Speaker, Mr. Chief Justice, President Eisenhower, Vice President Nixon, President Truman, reverend clergy, fellow citizens, we observe today not a victory of party, but a celebration of freedom—symbolizing an end, as well as a beginning—signifying renewal, as well as change. For I have sworn before you and Almighty God the same solemn oath our forebears prescribed nearly a century and three quarters ago.

约翰逊副总统，主持人先生，首席大法官先生，艾森豪威尔总统，尼克松副总统，杜鲁门总统，尊敬的牧师，我的公民同胞们，今天我们庆祝的不是政党的胜利，而是自由的胜利。这象征着一个结束，也象征着一个开端;意味着延续也意味着变革。因为我已在你们和全能的上帝面前，宣读了我们的先辈在大约175年前拟定的庄严誓言。

The world is very different now. For man holds in his mortal hands the power to abolish all forms of human poverty and all forms of human life. And yet the same revolutionary beliefs for which our forebears fought are still at issue around the globe—the belief that the rights of man come not from the generosity of the state, but from the hand of God.

当今的世界已经大不相同。人类的巨手掌握的力量既能消除人间一切形式的贫困，也能毁灭一切形式的人类生命。但我们的先辈为之奋斗的那些革命信念，在世界各地仍然处于争论之中。这个信念就是:人的权利并非来自国家的慷慨，而是来自上帝的恩赐。

We dare not forget today that we are the heirs of that first revolution. Let the word go forth from this time and place, to friend and foe alike, that the torch has been passed to a new generation of Americans—born in this century, tempered by war, disciplined by a hard and bitter peace, proud of our ancient heritage—and unwilling to witness or permit the slow undoing of those human rights to which this Nation has always been committed, and to which we are committed today at home and around the world.

今天，我们不敢忘记我们是第一次革命的继承者。让我在此时此地告诉我们的朋友，同样也告诉我们的敌人:这支火炬已经传递给新一代美国人。这一代人出生在本世纪，在战争中受过锻炼，在艰难困苦的和平时期受过磨炼，他们为我国悠久的传统感到自豪—他们不愿目睹或听任人权渐趋毁灭，对于这些人权我国一向坚定不移，而且在当今国内和世界范围我们也同样全力拥护。

Let every nation know, whether it wishes us well or ill, that we shall pay any price, bear any burden, meet any hardship, support any friend, oppose any foe, in order to assure the survival and the success of liberty.

让每个国家都知道—不论它希望我们繁荣还是希望我们衰落—为确保自由的存在和胜利，我们将付出任何代价，承受任何重负，应付任何艰难，支持任何朋友，反抗任何敌人。This much we pledge—and more.

这些就是我们的誓言—而且还有更多。

To those old allies whose cultural and spiritual origins we share, we pledge the loyalty of faithful friends. United, there is little we cannot do in a host of cooperative ventures. Divided, there is little we can do—for we dare not meet a powerful challenge at odds and split asunder.

对那些和我们有着共同文化和精神渊源的老盟友，我们保证待以挚友那样的忠诚。如果我们团结一致，就能在许多合作事业中无往不胜。如果我们分歧对立，就会一事无成—因为我们不敢在争吵不休、四分五裂时迎接强大的挑战。

To those new States whom we welcome to the ranks of the free, we pledge our word that one form of colonial control shall not have passed away merely to be replaced by a far more iron tyranny. We shall not always expect to find them supporting our view. But we shall always hope to find them strongly supporting their own freedom—and to remember that, in the past, those who foolishly sought power by riding the back of the tiger ended up inside.

对那些我们欢迎其加入到自由行列中来的新国家，我们格守我们的誓言:决不让一种更为残酷的暴政来取代一种消失的殖民统治。我们并不总是指望他们会支持我们的观点。但我们始终希望看到他们坚强地维护自己的自由—而且要记住，在历史上，凡愚教地狐假虎威者，终必葬身虎口。

To those peoples in the huts and villages across the globe struggling to break the bonds of mass misery, we pledge our best efforts to help them help themselves, for whatever period is required—not because the Communists may be doing it, not because we seek their votes, but because it is right. If a free society cannot help the many who are poor, it cannot save the few who are rich.

对世界各地身居茅舍和乡村、为摆脱普遍贫困而斗争的人们，我们保证尽最大努力帮助他们自立，不管需要花多长时间。之所以这样做，并不是因为共产党可能正在这样做，也不是因为我们需要他们的选票，而是因为这样做是正确的。自由社会如果不能帮助众多的穷人，也就无法保全那些少数的富人。

To our sister republics south of our border, we offer a special pledge—to convert our good words into good deeds—in a new alliance for progress—to assist free men and free governments in casting off the chains of poverty. But this peaceful revolution of hope cannot become the prey of hostile powers. Let all our neighbors know that we shall join with them to oppose aggression or subversion anywhere in the Americas. And let every other power know that this Hemisphere intends to remain the master of its own house.

对我国南面的姐妹共和国，我们提出一项特殊的保证:在争取进步的新同盟中，把我们善意的话变为善意的行动，帮助自由的人们和自由的政府摆脱贫困的枷锁。但是，这种充满希望的和平革命决不可以成为敌对国家的牺牲品。我们要让所有邻国都知道，我们将和他们在一起，反对在美洲任何地区进行侵略和颠覆活动。让所有其他国家都知道，本半球的人仍然想做自己家园的主人。

To that world assembly of sovereign states, the United Nations, our last best hope in an age where the instruments of war have far outpaced the instruments of peace, we renew our pledge of support—to prevent it from becoming merely a forum for invective—to strengthen its shield of the new and the weak—and to enlarge the area in which its writ may run.

对联合国，主权国家的世界性议事机构，我们在战争手段大大超过和平手段的时代里最后的、最美好的希望所在，我们重申予以支持:防止它仅仅成为谩骂的场所;加强它对新生国家和弱小国家的保护;扩大它的行使法令的管束范围。

Finally, to those nations who would make themselves our adversary, we offer not a pledge but a request: that both sides begin anew the quest for peace, before the dark powers of destruction unleashed by science engulf all humanity in planned or accidental self-destruction.最后，对那些与我们作对的国家，我们提出一个要求而不是一项保证:在科学释放出可怕的破坏力量，把全人类卷人预谋的或意外的自我毁灭的深渊之前，让我们双方重新开始寻求和平。

We dare not tempt them with weakness. For only when our arms are sufficient beyond doubt can we be certain beyond doubt that they will never be employed.

我们不敢以怯弱来引诱他们。因为只有当我们毫无疑问地拥有足够的军备，我们才能毫无疑问地确信永远不会使用这些军备。

But neither can two great and powerful groups of nations take comfort from our present course—both sides overburdened by the cost of modern weapons, both rightly alarmed by the steady spread of the deadly atom, yet both racing to alter that uncertain balance of terror that stays the hand of mankind's final war.

但是，这两个强大的国家集团都无法从目前所走的道路中得到安慰—发展现代武器所需的费用使双方负担过重，致命的原子武器的不断扩散理所当然使双方忧心忡忡。但是，双方却争着改变那制止人类发动最后战争的不稳定的恐怖均势。

So let us begin anew—remembering on both sides that civility is not a sign of weakness, and sincerity is always subject to proof. Let us never negotiate out of fear. But let us never fear to negotiate.

因此让我们双方重新开始—双方都要牢记，礼貌并不意味着怯弱，诚意永远有待于验证。让我们决不要由于畏惧而谈判。但我们决不能畏惧谈判。

Let both sides explore what problems unite us instead of belaboring those problems which divide us.

让双方都来探讨使我们团结起来的问题，而不要纠缠那些使我们分裂的问题。

Let both sides, for the first time, formulate serious and precise proposals for the inspection and control of arms—and bring the absolute power to destroy other nations under the absolute control of all nations.

让双方首次为军备检查和军备控制制订认真而又明确的提案，把毁灭他国的绝对力量置于所有国家的绝对控制之下。

Let both sides seek to invoke the wonders of science instead of its terrors. Together let us explore the stars, conquer the deserts, eradicate disease, tap the ocean depths, and encourage the arts and commerce.

让双方寻求利用科学的神奇力量，而不是激发科学的恐怖因素。让我们一起探索星球，征服沙漠，根除疾患，开发深海，并鼓励艺术和商业的发展。

Let both sides unite to heed in all corners of the earth the command of Isaiah—to "undo the heavy burdens ... and to let the oppressed go free."

让双方团结起来，在全世界各个角落倾听以赛亚的训令—“卸下沉重的负担，让被欺压者得到自由。”

And if a beachhead of cooperation may push back the jungle of suspicion, let both sides join in creating a new endeavor, not a new balance of power, but a new world of law, where the strong are just and the weak secure and the peace preserved.

如果合作的滩头阵地能逼退猜忌的丛林，那么就让双方共同作一次新的努力—不是建立一种新的均势，而是创造一个新的法治世界，在这个世界中，强者公正，弱者安全，和平将得到维护。

All this will not be finished in the first 100 days. Nor will it be finished in the first 1,000 days, nor in the life of this Administration, nor even perhaps in our lifetime on this planet. But let us begin.

所有这一切不可能在今后一百天内完成，也不可能在今后一千天或者在本届政府任期内完成，甚至也许不可能在我们的有生之年内完成。但是，让我们开始吧。

In your hands, my fellow citizens, more than in mine, will rest the final success or failure of our course. Since this country was founded, each generation of Americans has been summoned to give testimony to its national loyalty. The graves of young Americans who answered the call to service surround the globe.

同胞们，我们方针的最终成败与其说掌握在我手中，不如说掌握在你们手中。自从我国建立以来，每一代美国人都曾受到召唤去证明他们对国家的忠诚。响应召唤而献身的美国青年的坟墓遍及全球。

Now the trumpet summons us again—not as a call to bear arms, though arms we need; not as a call to battle, though embattled we are—but a call to bear the burden of a long twilight

struggle, year in and year out, "rejoicing in hope, patient in tribulation"—a struggle against the common enemies of man: tyranny, poverty, disease, and war itself.

现在，号角已再次吹响-不是召唤我们拿起武器，虽然我们需要武器。不是召唤我们去作战，虽然我们严阵以待。它召唤我们为迎接黎明而肩负起慢长斗争的重任，年复一年，“从希望中得到欢乐，在磨难中保持耐性，”对付人类共同的敌人-专制、贫困、疾病和战争本身。Can we forge against these enemies a grand and global alliance, North and South, East and West, that can assure a more fruitful life for all mankind? Will you join in that historic effort?为反对这些敌人，确保人类更为丰裕的生活，我们能够组成一个包括东西南北各方的全球大联盟吗?你们愿意参加这一历史性的努力吗?

In the long history of the world, only a few generations have been granted the role of defending freedom in its hour of maximum danger. I do not shrink from this responsibility—I welcome it. I do not believe that any of us would exchange places with any other people or any other generation. The energy, the faith, the devotion which we bring to this endeavor will light our country and all who serve it—and the glow from that fire can truly light the world.

在漫长的世界历史中，只有少数几代人在自由处于最危急的时刻被赋予保卫自由的责任。在这一责任面前，我绝不会退缩，我欢迎它。我不相信我们中间有人想同其他人或其他时代的人交换位置。我们为这一努力所奉献的精力、信念和忠诚，将照亮我们的国家和所有为国效劳的人，而这火焰发出的光芒定能照亮全世界。

And so, my fellow Americans: ask not what your country can do for you—ask what you can do for your country.

因此，美国同胞们，不要问国家能为你们做些什么，而要问你们能为国家做些什么。

My fellow citizens of the world: ask not what America will do for you, but what together we can do for the freedom of man.

全世界的公民们，不要问美国将为你们做些什么，些什么。而要问我们能共同为人类的自由做

Finally, whether you are citizens of America or citizens of the world, ask of us the same high standards of strength and sacrifice which we ask of you. With a good conscience our only sure reward, with history the final judge of our deeds, let us go forth to lead the land we love, asking His blessing and His help, but knowing that here on earth God's work must truly be our own.

最后，不论你们是美国公民还是其他国家的公民，请用我们所要求于你们的力量和牺牲的高标准来要求我们。问心无愧是我们唯一可靠的奖赏，历史是我们行动的最终裁判，让我们走向前去，引导我们所热爱的国家。我们祈求上帝的福佑和帮助，但我们知道，上帝在尘世的工作必定是我们自己的工作。

Unit 10

Almost all of us have heard about General Motors trying to sell their Nova model in Latin America and finding out that “no va” in Spanish literally means “it doesn’t go”. And of course, there was the famous first try of Coca Cola in China,when the translation of the soft drink’s name read “bite the wax tadpole”.

1我们几乎都听说过这样一个销售案例:美国通用汽车公司试图在拉丁美洲销售他们的Nova车型，结果发现在西班牙语中，“no va”的字面意思是“它走不了”。当然，同样有名的还有另外一个案例:可口可乐第一次登陆中国市场时，这种软饮料的名字被译成“蛾蚌啃蜡”。

But cultural awareness in marketing is a lot more than careful translation. There are subtleties and nuances to every culture, and there are just plain tablls. Although most people wouldn’t be able to list the rules of their own culture, they certainly know when those rules are violated. Our own culture tendd to be “invisible” to us, while differences we run into when abroad strike as strange, funny or extrotic. So how much more difficult it to discern the unwritten rules of another country?

2但是市场营销中的文化意识却远远不只是小心谨慎的翻译而已。每一种文化都有它的微妙和特别之处，同时还有一些直白的忌讳。虽然大多数人都无法详尽地罗列出他们自己文化中的条条框框，但他们却肯定知道什么时候人们违背了他们的文化传统。对我们来说，自己所属的文化往往是看不见的，但是，当我们身处异地时，我们碰到的文化差异却令我们感到古怪、有趣或奇特。因此，要辨明另一国家不成文的规定到底有多么困难呢?

There is still no substitute for a visit to the target market. When in a foreign place, you’ll undoubtedly become aware of different aesthetica. What flavors, which colors, are used to attract buyers there? Foods you find unpalatable and decorations you find garish have completely different effects on the natives. Your hosts might ask seemingly rude questions such as "How old are you?" and "How much money do you make?" Meals, schedules, transportation, and personal conveniences can't be taken for granted. Prices for the simplest purchases are subject to negotiation. You haven't figured out all the small coins,and you don't understand anyone's name. And it just doesn't smell like home.

3看来，去目标市场进行调查仍然是不二之选了。.当你身处异国他乡时，你就肯定会留意到审美观的差异。在那里，到底哪些味道或颜色更容易吸引购买者?你觉得很难吃的东西或很艳俗的装饰品对当地人来说就完全是另一回事。主人可能会问客人一些看似不礼貌的间题，如“你多大啦?”或“你赚多少钱啊?”饮食、日程表、交通、个人便利等等都不能想当然。即便是购买最普通的物品，你也可以讨价还价。你没弄清楚所有的硬币，你也不懂任何人名字的含意。总之，一切都与在国内时不一样。

4 A visit is a golden opportunity to absorb the present-day culture.Every detail that differs from your usual pattern is a clue to the nationals. But also remember that learning the basics of comportment in another culture, though very important in your relationships with clients and contacts, isn't sufficient for planning a full marketing campaign. The simplest cultural differences can strand the grandest plans.

4到目标市场走走也是吸收当今文化的黄金时机。任何与你平时生活模式有所不同的细节都能透露出当地居民的行为方式。但同样要记住的是，在培养和发展与客户或联系人的社会关系时，学会另一文化的规范行为举止虽然很重要，但这并不足以助你做一个全面的营销策划。最简单的文化差异也能搁浅最宏伟的计划。

5 In Japan, for example, a major household products company spent many millions of dollars on a marketing campaign in advance of introducing its laundry

detergent. Nevertheless, when the detergent was made available, sales were miniscule. In fact, few shops stocked the soap. Non-tariff trade barriers? No, it was something much simpler. The typically US "large, economy-sized" boxes were far too big and bulky for the tiny Japanese retail establishments. And Japanese housewives don't usually have cars——they walk to the stores and carry their purchases home, to very small living spaces.

5例如，在将其洗涤剂引入日本市场之前，一家大型的家用产品公司花了数百万美金进行了市场营销活动。尽管如此，当他们的洗涤剂在日本上市时，销量却客客无几。事实上，几乎没有商店储备这种肥皂。是非关税贸易壁垒的缘故吗?不是，真正的原因要简单得多。典型的美国式经济大包装对于空间狭小的日本零售店来说俨然是“庞然大物”。而且，日本的家庭主妇一般没有车，她们步行到商店，然后买了商品拎回家—个很小的处所。

6 Cultural factors influence consumer behavior. These factors include religion, superstation, family structure,cuisine,language and local history but estend to attitudes about such issues as government, work authority, age, environment, space and time, and male-female relationships. Finally, there is that difficult-to-define national sense of humor which often doesn't translate from one culture to another. Beyond concrete demographics, these attitudes are not as easy to circumscribe and pin down; besides, attitudes, even culturally ingrained ones, do change.

6不同的文化因素—不仅包括宗教、迷信、家庭结构、饮食、语言和当地的历史，还延伸到对待事物的各种观念如政府、工作、权威、年龄、环境、时空和男女关系—都会影响人们的购买行为。最后，一种文化里的幽默感是很难界定的，而且这种幽默通常难以通过另一种文化领会或设释。除了具体的人口统计数据之外，很难清楚地界定或确定这些观念;而且，即使是带上文化烙印的根深蒂固的各种观念也确确实实在改变。

7 The target language is easily determined, but beware of generalities. The Spanish language in Spain is not the same as in Latin America.And we've all heard about the 10,000 spoken dialects in Chinese, but also realize that the "old" characters` are still used in Singapore, other nations and regions. These have largely been supplanted with "simplified" characters on China's mainland that are now, since reunification, being spread to Hong Kong SAR. Most Chinese under 40 years old on the mainland can't read the old-style writing.

7目标语很容易确定，但切忌笼统概括。在西班牙使用的西班牙语与在拉丁美洲使用的西班牙语并不完全一样。我们都听说过在汉语里大约有10,000种口语方言，而且我们也都意识到新加坡、其他一些国家和地区还在使用繁体汉字。但在中国大陆地区，繁体字已经基本上被简化字取代了。自从香港回归以来，这一趋势也扩展到了香港特别行政区。在大陆，大多数40岁以下的中国人已经不会读繁体字了。

8 Combine superstition and language for amplified effect.In China and Japan, the number four has the same pronunciation as the word that means "death". Consequently, a "4" in your company name or contact information might have a negative implication. The number eight, however, is considered lucky, and

many products are named "88" or "888". Phone numbers with eights denote good fortune, and real estate with eights in the address is likely to sell more quickly—especially if the price ends in "888". These beliefs are so prevalent that hospitals in Hong Kong SAR were flooded with near-term pregnant mothers on August 8th, 1988 (8/8/88), demanding induced delivery or even Caesarian sections so their babies would have lucky birthdays. And 1988 was also the auspicious "Year of the Dragon" in the traditional Chinese calendar.

8如果你能够把迷信和语言结合起来，你就能增强效果。在中国和日本，数字4与“死”谐音。因此，公司名字或联系信息里的数字4会有一种负面的含义。然而，数字8却被看作是一个幸运数字，于是有很多的产品名称都叫88或888。有数字8的电话号码代表着好运。地址里含有数字8的房产很可能会卖得更快，特别是当价格的尾数是"888”的时候。这些数字迷信相当普遍，以致于在1988年8月8日(8/8/88)，香港的医院挤满了临产的孕妇，有的要求人工引产，有的甚至要求剖腹产。这样，他们的小孩就可以有幸运的生日了。.而且，1988年也是农历中大吉大利的龙年。

9 In the United States, we’re used to competitive playing field in which we constantly compare ourselves, our companies, and our products. But in the EU and much of Asia, comparisons in advertising are not accepted or allowed. Declaring that one soft-drink tastes better than another or even that one automobile is more dependable than another could be met with distaste (or even legal action). For an EU campaign, it might be okay to tout the merits of your products, but not okay to use comparative methods common to a US campaign.

In some locations, citizens tend to be much more humble and self-effacing than "shoot-from-the-hip" people in the United States. Many cultures will respond better to emphasis on company longevity and reputation.

9在美国，我们习惯于在竞技场上角逐，比较自身、公司和产品。但是，在欧盟和大多数亚洲国家，广告里是不接受、也不允许有比较行为的。.如果宜称某种软饮料要比其他的软饮料口感更佳，或者某一种品牌的汽车比其他汽车更可靠，这可能会招人反感(甚至会被诉诸法律)。欧盟的宣传活动，吹捧自己产品的优点或许是可行的，但却不能采用产品比较的策略，尽管这种方法在美国是司空见惯的。.某些地方的市民往往会比那些鲁莽行事的美国人要谦卑低调得多。在很多文化里，公司都会比较注重长期发展和公司信誉。

10 If you are designing visual advertising, take into account local differences in non-verbal behavior such as gestures, eye contact, personal space, and

male-female relationships. Years ago, a movie was released in China that showed the first on-screen kiss ever filmed in the PRC. When the couple's lips met, an audible gasp swept through the theater. Depending on a variety of factors, this higher shock value of a public kiss could work for or against your advertising.

10如果你正在策划视觉广告，那么你就有必要考虑非言语行为的地方差异，如手势、眼神交流、私人空间以及男女关系。数年前，有一部电影在中国上映，这部电影里出现了中国电影史上第一次接吻的镜头。当接吻镜头出现时，电影院里惊叹声一片。考虑到丰富的文化因素，公众之吻的较高冲击值可能会对你的广告产生截然相反的功效。

11 It can be a big mistake to assume a pan-Asian market or a "Latin American" or "European" buyer. Neighboring cultures elsewhere don't necessarily share buying preferences any more than a US buyer does with a Mexican consumer. Furthermore, national borders don't always delineate buying behavior; regional patterns can be just as strong.

11妄加推断一个泛亚洲市场或一位拉丁美洲或欧洲客户都有可能会酿成大错。在邻国文化里，并不见得一定会有共同的购买喜好;同样，美国消费者和墨西哥消费者的购物偏好也不尽相同。而且，国界也不一定总能区分消费行为，因为地区特色也一样会很明显。

12 Each aspect of culture is like a stone thrown into a pool. Cuisine influences not just companies that trade in foodstuffs, but also appliances, cookware, storage ware, serve ware, packaging, as well as franchise food and hospitality companies. And don't use the Jolly Green Giant in part of Asia where a green hat worn by a man signifies that he has an unfaithful wife.

12文化的方方面面都可能会如投石入水，泛起涟漪。饮食习惯不仅会影响食品公司，也会影响经营日用品、厨具、储藏器皿、餐具、包装公司，以及获得经营权的餐饮、服务店。在有些亚洲地区不要用“快乐的绿巨人”，因为在当地文化里，男人戴绿帽子就表示他妻子对他不忠。

13 It's definitely best to have someone with native knowledge of the target culture advise you. Small budget? Consult bi-national chambers of commerce for effective help. But before launching a marketing campaign, try a test market first, usually in a major city with demographics representative of the targeted country or region. Generally, city populations may be more sophisticated and have the most cosmopolitan attitudes; they also have the highest incomes and therefore are more able to purchase consumer and discretionary goods.

13要是能够聘请到一位了解当地文化的人充当目标市场文化顾问，那肯定再好不过了。预算不够，就去咨询跨境商会以获取有效的帮助。但是，在启动一项营销活动之前，可以先到市场上测试一下，这种测试通常在目标国家或地区具有代表性的大城市进行。一般来说，城市居民见多识广，他们的观念也兼容并包;同时，他们的收人往往是最高的，更具随意购买消费品的能力。

14 In one such pretest, a US luggage manufacture found out that culture also affects thinking and perception. The company designed a new West Asian advertising campaign around the image of its luggage being carried on a magic flying carpet. A substantial part of the Arabic focus group thought they were seeing advertising for Samsonite carpets.

14在类似这样的一次测试里，一家美国行李箱制造商发现文化同样会影响思维和感知。这家公司在中东地区策划了一则全新的广告—他们的行李箱乘坐在一块神奇的飞毯上。阿拉伯地区绝大多数的重点访谈人群则认为他们看到的是一则“S'di11S0i111e”牌的地毯广告。

综合英语(一)课文及翻译

Lesson One: The Time Message Elwood N, Chapman 新的学习任务开始之际，千头万绪，最重要的是安排好时间，做时间的主人。本文作者提出了7点具体建议，或许对你有所启迪。 1 Time is tricky. It is difficult to control and easy to waste. When you look a head, you think you have more time than you need. For Example,at the beginning of a semester, you may feel that you have plenty of time on your hands, but toward the end of the term you may suddenly find that time is running out. You don't have enough time to cover all your duties (duty), so you get worried. What is the answer? Control! 译：时间真是不好对付，既难以控制好，又很容易浪费掉，当你向前看时，你觉得你的时间用不完。例如，在一个学期的开始，你或许觉得你有许多时间，但到学期快要结束时，你会突然发现时间快用光了，你甚至找不出时间把所有你必须干的事情干完，这样你就紧张了。答案是什么呢？控制。 2 Time is dangerous. If you don't control it, it will control you. I f you don't make it work fo r you, it will work against you. So you must become the master of time, not its servant. As a first-year college student, time management will be your number one Problem. 译：时间是危险的，如果你控制不了时间，时间就会控制你，如果你不能让时间为你服务，它就会起反作用。所以，你必须成为时间的主人，而不是它的奴仆，作为刚入学的大学生，妥善安排时间是你的头等大事。 3 Time is valuable. Wasting time is a bad habit. It is like a drug. The more time you waste,the easier it is to go on wasting time. If seriously wish to get the most out of college, you must put the time message into practice. 译：时间是珍贵的，浪费时间是个坏习惯，这就像毒品一样，你越浪费时间，就越容易继续浪费下去，如果你真的想充分利用上大学的机会，你就应该把利用时间的要旨付诸实践。 Message1. Control time from the beginning. 4 Time is today, not tomorrow or next week. Start your plan at the Beginning of the term. 译：抓紧时间就是抓紧当前的时间，不要把事情推到明天或是下周，在学期开始就开始计划。 Message2. Get the notebook habit. 5 Go and buy a notebook today, Use it to plan your study time each day. Once a weekly study plan is prepared, follow the same pattern every week with small changes. Sunday is a good day to make the Plan for the following week.

研究生英语系列教材下unit5原文+翻译

Unit5 An Alpine Divorce 1.John Bodman was a man who was always at one extreme or the other. This probably would have mattered little had he not married a wife whose nature was an exact duplicate of his own. 1约翰?伯德曼是一个常常走极端的人。这本来应该没什么，但可惜，他妻子的性格整个儿是他的翻版。 2.Doubtless there exists in this world precisely the right woman for any given man to marry and vice versa; but when you consider that one human being has the opportunity of being acquainted with only a few hundred people, and out of the few hundred that there are but a dozen or less whom one knows intimately, and out of the dozen, one or two close friends at most, it will easily be seen, when we remember the number of millions who inhabit this world, that probably, since the Earth was created, the right man has never yet met the right woman. The mathematical chances are all against such a meeting, and this is the reason that divorce courts exist. Marriage at best is but a compromise, and if two people happen to be united who are of an uncompromising nature there is bound to be trouble. 2毋庸置疑，对于任何一个男人，这世上总会有一个相当合适的女人能和他成家，反之亦然。但是如果你考虑一下:每个人仅有机会结识几百个人而已，在这几百个人之中熟知的只有那么干几人甚至更少，在这十几个人之中又最多只有一两个知心朋友;别忘了，居住在这世上的人有多少个百万，因此显而易见:自地球存在以来，这合适的男人极有可能从来就没有遇到过他那个合适的女人。。从概率上来讲，这样相遇的机会微乎其微，这也正是离婚法庭存在的原因。婚姻充其量不过是一种妥协，而如果恰好两个个性上互不妥协的人结合了，那就肯定会有麻烦。 3.In the lives of these two young people there was no middle distance. The result was bound to be either love or hate, and in the case of Mr. and Mrs. Bodman it was hate of the most bitter and egotistical kind. 3对于两个这样的年轻人来说，生活没有什么中间点，其结局注定要么是爱，要么是恨，而就伯德曼夫妇而言，他们到头来有的是那种最刻骨、最傲慢的恨。 4.In some parts of the world, incompatibility of temper is considered a just cause for obtaining a divorce, but in England no such subtle distinction is made, and so until the wife became criminal, or the man became both criminal and cruel, these two were linked together by a bond that only death could sever.' Nothing can be worse than this state of things, and the matter was only made the more hopeless by the fact that Mrs. Bodman lived a blameless life, while her husband was no worse than the majority of men. Perhaps, however, that statement held only up to a certain point, for John Bodman had reached a state of mind in which he resolved to get rid of his wife at all hazards. If he had been a poor man he would probably have deserted her, but he was rich, and a man cannot freely leave a prospering business because his domestic life happens not to be happy. 4在这世界上的某些地方，夫妻性情不合就能够成为离婚的正当理由，但是在英格兰，并没有如此微妙的区分，所以除非妻子犯罪，或丈夫犯罪并且为人残暴，否则两者的婚姻关系将一直维系下去，直至死神将他们分开。没有什么比这种事情更糟糕的了，而更令人绝望的是伯德曼太太为人无可厚非，而她丈夫也并不比一般男人差。然而，也许上面的表述只能说在某种程度上是正确的，因为约翰?伯德曼已经忍无可忍，下定决心不管付出什么代价也要摆脱他的妻子。如果他是个穷人，也许他会抛弃她，但是他很富有，而一个人不能因为家庭生活碰巧不幸就轻易放弃一份蒸蒸日上的事业。 5.When a man's mind dwells too much on one subject, no one can tell just how far he will go.

研究生英语系列教材上unit1-原文+翻译

研究生英语系列教材上unit1-原文+翻译

TRAITS OF THE KEY PLAYERS 核心员工的特征 What exactly is a key play？ 核心员工究竟是什么样子的? A “Key Player” is a phrase that I've heard about from employers during just about every search I've conducted. 几乎每次进行调查时，我都会从雇主们那里听到“核心员工”这个名词。 I asked a client —a hiring manager involved in recent search — to define it for me. 我请一位客户——一位正参与研究的人事部经理，给我解释一下。 “Every company has a handful of staff in a given area of expertise that you can count on to get the job done. “每家公司都有少数几个这样的员工，在某个专业领域，你可以指望他们把活儿干好。 On my team of seven process engineers and biologists, I've got two or three whom I just couldn't live without,” he said. 在我的小组中，有七名化工流程工程师和生物学

家，其中有那么两三个人是我赖以生存的，”他说， “Key players are essential to my organization. “他们对我的公司而言不可或缺。 And when we hire your company to recruit for us, we expect that you'll be going into other companies and finding just: 当请你们公司替我们招募新人的时候，我们期待你们会去其他公司找这样的人： the staff that another manager will not want to see leave. 其他公司经理不想失去的员工。 We recruit only key players.” 我们只招募核心员工。” This in part of pep talk intended to send headhunters into competitor's companies to talk to the most experienced staff about making a change. 这是一段充满了鼓动性的谈话，目的是把猎头们派往竞争对手的公司去游说经验丰富的员工们做一次职业变更。

新职业英语·职业综合英语1的课文翻译

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