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重庆大学硕士研究生(英语)课程试卷 研究生B类

重庆大学硕士研究生(英语)课程试卷 研究生B类
重庆大学硕士研究生(英语)课程试卷 研究生B类

重庆大学全日制专业硕士研究生

《英语》课程试卷(B 类)

2015~2016 学年 第 二 学期(春)

开课学院:外国语学院 课程编号:G0401A

考试日期: 2016.06.19

考试方式: 考试时间: 120 分钟

硕士生B 类答题纸 英语班次:_______________ Answer Sheet

Part I Reading Comprehension ( 40 points, each item 2points)

Passage One 1. ( ) 2. ( ) 3. ( ) 4. ( ) 5. ( )

Passage Two 6. ( ) 7. ( ) 8. ( ) 9. ( ) 10. ( )

Passage Three 11. ( ) 12. ( ) 13. ( ) 14. ( ) 15. ( )

Passage Four 16. ( ) 17. ( ) 18. ( ) 19. ( ) 20. ( )

Part II Translation from English to Chinese ( 20 points)

Part III Translation from Chinese to English ( 20 points )

Part IV Writing ( 20 points)

(Please write your composition on the reverse side. 请写在背面)

命题(组题)人:

审题人:

命题时间:2016.06

研究生院制

学院 专业(领域) 类别 ( 学术 、专业 ) 学号 姓名

线

重庆大学硕士研究生《英语》课程试卷

2015~2016 学年第二学期

硕士生B类

The Final Written Examination for Postgraduates

(Level B)

Part I Reading Comprehension(40 points)

Directions: Read the following passages carefully and then select the best answer from the four choices given to answer the questions or to complete the statements that follow each passage. Write your answers on your answer sheet.

Passage One

At some time in your life you may have a strong desire to do something strange or terrible. However, chances are that you don't act on your impulse, but let it pass instead. You know that to commit the action is wrong in some way and that other people will not accept your behavior.

Perhaps the most interesting thing about the phenomenon of taboo behavior is how it can change over the years within the same society, how certain behavior and attitudes once considered taboo can become perfectly acceptable and natural at another point in time. Topics such as death, for example, were once considered so upsetting and unpleasant that it was a taboo to even talk about them. Now with the publication of important books such as On Death and Dying and Learning to Say Goodbye, people have become more aware of the importance of expressing feelings about death and, as a result, are more willing to talk about this taboo subject.

One of the newest taboos in American society is the topic of fat. Unlike many other taboos, fat is a topic that Americans talk about constantly. It's not taboo to talk about fat; it's taboo to be fat. The "in" look is thin, not fat. In the work world, most companies prefer youthful-looking, trim executives to sell their image as well as their products to the public. The thin look is associated with youth, vigor, and success. The fat person, on the other hand, is thought of as lazy and lacking in energy, self-discipline, and self-respect. In an image-conscious society like the U. S. , thin is "in", fat is "out".

It's not surprising, then, that millions of Americans have become obsessed with staying slim and "in shape". The pursuit of a youthful physical appearance is not, however, the sole reason for America's obsession with diet and exercise. Recent research has shown the critical importance of diet and exercise for personal health. As in most technologically developed nations, the life-style of North Americans has changed dramatically during the course of the last century. Modern machines do all the physical labor that people were once forced to do by hand. Cars and buses transport us quickly from point to point. As a result of inactivity and disuse, people's bodies can easily become weak and vulnerable to disease. In an effort to avoid such a fate, millions of Americans are spending more of their time exercising every day. 1. From the passage we can infer taboo is ______.

A. a strong desire to do something strange or terrible

B. a crime committed on impulse

C. behavior considered unacceptable in society's eyes

D. an unfavorable impression left on other people

2. Based on the ideas presented in the passage we can conclude "being fat"_______.

A. will always remain a taboo

B. is not considered a taboo by most people

C. has long been a taboo

D. may no longer be a taboo some day

3. The topic of fat is _______ many other taboo subjects.

A. the same as

B. different from

C. more popular than

D. less often talked about than

4. In the U. S., thin is "in", fat is "out", this means _______.

A. thin is "inside", fat is "outside"

B. thin is "diligent", fat is "lazy"

C. thin is "youthful", fat is "spiritless"

D. thin is "fashionable", fat is "unfashionable"

5. The main reason the passage gives for why so many Americans are exercising regularly is _______.

A. their changed life-style

B. their eagerness to stay thin and youthful

C. their appreciation of the importance of exercise

D. the encouragement they have received from their companies

Passage Two

Opinion polls are now beginning to show that, whoever is to blame and whatever happens from now on, high unemployment is probably here to stay. This means we shall have to find ways of sharing the available employment more widely.

But we need to go further. We must ask some fundamental questions about the future work. Should we continue to treat employment as the norm? Should we not rather encourage many ways for self-respecting people to work? Should we not create conditions in which many of us can work for ourselves, rather than for an employer? Should we not aim to revive the household and the neighborhood, as well as the factory and the office, as centers of production and work?

The industrial age has been the only period of human history in which most people’s work has taken the form of jobs. The industrial age may now be coming to an end, and some

of the changes in work patterns which it brought may have to be reversed. This seems a daunting thought. But, in fact, it could offer the prospect of a better future for work. Universal employment, as its history shows, has not meant economic freedom.

Employment became widespread when the enclosures of the 17th and 18th centuries made many people dependent on paid work by depriving them of the use of the land, and thus of the means to provide a living for themselves. Then the factory system destroyed the cottage industries and removed work from people’s homes. Later, as transport improved first by rail and then by road, people commuted longer distances to their places of employment until, eventually, many people’s work lost all connection with their home lives and the places in which they live.

Meanwhile, employment put women at a disadvantage. In preindustrial times, men and women had shared the productive work of the household and village community. Now it became customary for the husband to go out to paid employment, leaving the unpaid work of the home and families to his wife. Tax and benefit regulations still assume this norm today, and restrict more flexible sharing of work roles between the sexes.

It was not only women whose work status suffered. As employment became the dominant form of work, young people and old people were excluded—a problem now, as more teenagers become frustrated at school and more retired people want to live active lives.

All this may now have to change.

The time has certainly come to switch some effort and resources away from the idealist goal creating jobs for all, to the urgent practical task of helping many people to manage without full-time jobs.

6. What is the main idea of the passage?

A. Employment became widespread in the 17th and 18th centuries.

B. Unemployment will remain a major problem for industrialized nations.

C. The industrial age may now be coming to an end.

D. Some efforts and resources should be devoted to helping more people cope with the

problem of unemployment.

7. Which of the following was NOT mentioned as a factor contributing to the spread of employment?

A. The enclosures of the 17th and 18th centuries.

B. The development of factories.

C. Relief from housework on the part of women.

D. Development of modern means of transportation.

8. It can be inferred from the passage that____.

A. most people who have been polled believe that the problem of unemployment may

not be solved within a short period of time

B. many farmers lost their land when new railways and factories were being constructed

C. in preindustrial societies housework and community service were mainly carried out

by women

D. some of the changes in work pattern that the industrial age brought have been

reversed

9. What does the word “daunting” in the third paragraph mean?

A. Shocking

B. Interesting

C. Confusing

D. Stimulating

10. Which of the following is NOT suggested as a possible means to cope with the current

situation?

A. Create situations in which people work for themselves.

B. Treat employment as the norm.

C. Endeavor to revive the household and the neighborhood as centers of production.

D. Encourage people to work in circumstances other than normal working conditions. Passage Three

No one should be forced to wear a uniform under any circumstances. Uniforms are demanding to the human spirit and totally unnecessary in a democratic society. Uniforms tell the world that the person who wears one has no value as an individual but only lives to function as a part of a whole.

The individual in a uniform loses all self-worth. There are those who say that wearing a uniform gives a person a sense of identification with a larger, more important concept. What could be more important than the individual himself? If an organization is so weak that it must rely on cloth and buttons to inspire its members, that organization has no right to continue its existence. Others say that the practice of making persons wear uniforms, say in a school, eliminates all envy and competition in the matter of dress, such that a poor person who cannot afford good quality clothing is not to be belittled by a wealthy person who wears expensive quality clothing. Those persons conveniently ignore such critical concepts as freedom of choice, motivation, and individuality. If all persons were to wear the same clothing, why would anyone strive to be better? It is only a short step from forcing everyone to drive the same car, have the same type of food. When this happens, all incentive to improve one’s life is removed. Why would parents bother to work hard so that their children could have a better life than they had when they know that their children are going to be forced to have exactly the same life that they had?

Uniforms also hurt the economy. Right now, billions of dollars are spent on the fashion industry yearly. Thousands of persons are employed in designing, creating and marketing different types of clothing. If everyone were forced to wear uniforms, artistic personnel would be unnecessary. Sales person would be superfluous as well; why bother to sell the only items that are available? The wearing of uniforms would destroy the fashion industry, which in turn would have a ripple effect on such industries as advertising and promotion. Without advertising, newspapers, magazines, and television would not be able to remain in business. The entire information and entertainment industry would collapse.

11.The author’s primary purpose in writing this passage is to __________ .

A. plead for the abolition of uniforms

B. show that uniforms are not possible in a democratic society

C. advocate stronger government controls on the wearing of uniforms

D. convince the reader that uniforms have more disadvantages than advantages

12.Why does the author discuss forcing everyone to buy the same car or eat the same food?

A. To show that freedom of choice is absolute.

B. To show that the government has interfered too much in the lives of individual.

C. To suggest what would happen if uniforms became compulsory.

D. To predict the way the society will be in the next few generations.

13.Which of the following statements is the opinion of those who support uniforms?

A. The person who wears a uniform has no self-worth.

B. Wearing a uniform gives a person a sense of identification with a larger concept.

C. Uniforms will hurt the entire information and entertainment industry.

D. Envy and competition are incentive to improve one’s life.

14.The word “superfluous” (Line 4, Para. 3) most probably means __________ .

A. surplus

B. indispensable

C. available

D. supplementary

15.The next paragraph in this passage might discuss __________ .

A. the positive effects of wearing uniforms

B. more negative effects of wearing uniforms

C. an alternative to wearing uniforms

D. The legal rights of those not wishing to wear uniforms

Passage Four

Why the inductive and mathematical sciences, after their first rapid development at the culmination of Greek civilization, advanced so slowly for two thousand years—and why in the following two hundred years a knowledge of natural and mathematical science has accumulated, which so vastly exceeds all that was previously known that these sciences may be justly regarded as the products of our own times—are questions which have interested the modern philosopher no less than the objects with which these sciences are more immediately conversant. Was it the employment of a new method of research, or in the exercise of greater virtue in the use of the old methods, that this singular modern phenomenon had its origin? Was the long period one of arrested development, and is the modern era one of normal growth? Or should we ascribe the characteristics of both periods to so-called historical accidents—to the influence of conjunctions in circumstances of which no explanation is possible, save in the omnipotence and wisdom of a guiding Providence?

The explanation which has become commonplace, that the ancients employed deduction chiefly in their scientific inquiries, while the moderns employ induction, proves to be too narrow, and fails upon close examination to point with sufficient distinctness the contrast that is evident between ancient and modern scientific doctrines and inquiries. For all knowledge is founded on observation, and proceeds from this by analysis, by synthesis and analysis, by induction and deduction, and if possible by verification, or by new appeals to observation under the guidance of deduction—by steps which are indeed correlative parts of one method; and the ancient sciences afford examples of every one of these methods, or parts of one method, which have been generalized from the examples of science.

A failure to employ or to employ adequately any one of these partial methods, an imperfection in the arts and resources of observation and experiment, carelessness in observation, neglect of relevant facts, by appeal to experiment and observation—these are the faults which cause all failures to ascertain truth, whether among the ancients or the moderns; but this statement does not explain why the modern is possessed of a greater virtue, and by what means he attained his superiority. Much less does it explain the sudden growth of science in recent times.

The attempt to discover the explanation of this phenomenon in the antithesis of “facts” and “theories” or “facts” and “ideas”—in the neglect among the ancients of the former, and their too exclusive attention to the latter—proves also to be too narrow, as well as open to the charge of vagueness. For in the first place, the antithesis is not complete. Facts and theories are not coordinate species. Theories, if true, are facts—a particular class of facts indeed, generally complex, and if a logical connection subsists between their constituents, have all the positive attributes of theories.

Nevertheless, this distinction, however inadequate it may be to explain the source of true method in science, is well founded, and connotes an important character in true method. A fact is a proposition of simple. A theory, on the other hand, if true has all the characteristics of a fact, except that its verification is possible only by indirect, remote, and difficult means. To convert theories into facts is to add simple verification, and the theory thus acquires the full characteristics of a fact.

16. The title that best expresses the ideas of this passage is

A. Philosophy of mathematics.

B. The Recent Growth in Science.

C. The Verification of Facts.

D. Methods of Scientific Inquiry.

17. According to the author, one possible reason for the growth of science during the days of

the ancient Greeks and in modern times is_________________.

A. the similarity between the two periods

B. that it was an act of God

C. that both tried to develop the inductive method

D. due to the decline of the deductive method

18. The difference between “fact” and “theory”

A. is that the latter needs confirmation.

B. rests on the simplicity of the former.

C. is the difference between the modern scientists and the ancient Greeks.

D. helps us to understand the deductive method.

19. According to the author, mathematics is __________________.

A. an inductive science

B. in need of simple verification

C. a deductive science

D. based on fact and theory

20. The statement “Theories are facts” may be called_______________.

A. a metaphor

B. a paradox

C. an appraisal of the inductive and deductive methods

D. a pun

Part II Translation from English to Chinese (20 points)

Directions:Put the following passage into Chinese. Write your answer on your answer sheet.

Why is cross-cultural knowledge and understanding so important? The American statesman and inventor Benjamin Franklin wrote that time is money. Globe-trotting businesspeople would add that being aware of cultural differences and sensitivities is money, too. Failing to grasp the subtleties that lie beyond such public cultural displays like greeting rituals and seating arrangements can make the difference between a truly successful international business transaction and one that fails to connect. Culture affects the most basic forms of personal and business interaction from decision making to management style. National culture, in turn, determines corporate culture, affecting a firm’s internal structure, its marketing behavior and its view of foreign business partners and contracts. The business world is littered with “international” projects that failed to overcome cultural barriers. If you have doubts that cultural insensitivity can translate into business problems on a megascale. Part III Translation from Chinese into English (20 points)

Directions: Put the following Chinese into English. Write your answer on your answer sheet.

掌握英语不仅可以改进你的思维方式,它还给你信心,令你自信,带给你鲜明的个性,使你更受欢迎。你的用词反映了你的个性。所谓词如其人。作为你的朋友,我们大家都是从你的言辞中来了解你和评价你的。除此以外,你无法用别的什么交际手段来告诉我们你的想法--无法使我们信服,无法劝服我们,无法给我们下命令。

Part IV Writing (20 points)

Directions: You are to write a composition approximately 200 words in length according to the following requirement. Write your composition on your answer sheet.

In intercultural communication, we should stay open-minded to different perspectives. Sometimes we need to tolerate misunderstandings or even prejudices. Write at least 200 words on the topic:

Be Tolerant in Intercultural Communication

(完整版)Unit研究生英语综合教程上单词

Unit1 academia 学术界acumen 敏锐due 应给的,欠下的ambiguous 不明确的ambiguity 不明确brink 始发点;边缘collaborative 协作的,合作的collaborator 合作者,协作者contributor 投稿人,撰稿人conviction 坚定的信仰或主张expertise 专门知识,专门技能foster 培养,促进,助长headhunter 猎头lone wolf 自行其是的人,好独处的人mindset 思维定式mitigate 缓和,减轻mobilize 争取支持,动用资源newbie 新手,网络新用户outshine 优于…,使…黯然失perception 看法,认识prioritize 使…优先prospective 预期的,未来的,可能的scary 可怕的studied 经过深思熟虑的teamwork 合作,协作,配合transition 过渡,转变act on 按…行事count on 指望in pursuit of 追求,寻求make up 编造(说法、解释)pep talk 鼓舞士气的讲话place a bet 下赌注put one’s neck on the line 冒险stick one’s neck out 说冒险的话stand out 突出;显眼adherence 坚守,信守affirm 肯定,强化autonomy 自主能力blockhead 笨蛋,蠢人brief 案情摘要,案情简介civility 礼貌,客气cost effective 低成本高利润的cut-rate 减价销售cynical 愤世嫉俗的dealing 商业活动,商业往来discource 谈话,交谈eminent 著名的,有名望的unit2 aftertaste 余味apportion 分配,分摊apprentice 学徒broth 肉汤,米汤,菜汤ceramic 陶瓷的chili pepper 辣椒粉chrysanthemum 菊(花)collective 集体的,共同的commemorate 纪念,庆祝culinary 烹饪的drainage 排水,排污dynasty 朝,代eccentric 怪异的,古怪的exquisite 精致的facet 一个方面fare 食物ferment 使…发酵filling 馅fragrance 香味garnish 装饰菜ginger 姜glutinous 很黏的greasy 多脂的,沾油脂的harmonious 和睦的,融洽的humility 谦逊,谦恭improvise 即兴表演,即席而作light 味清淡的;浓度低的;易消化的lingering 经久不消的literally 逐字地;照着原文longevity 长寿maw 动物的嘴precept 戒律,准则reed 芦苇reign 统治时期renowned 著名的scallop 扇贝seniority 年长,职位高specialty 特色菜stew 炖,焖

重庆大学2015年硕士英语考试

开卷 闭卷 Part III. Translation from Chinese to English ( 20 points ) Part IV . Writing ( 20 points) (Please write your composition on the reverse side. 请写在背面) 命题(组题)人: 李雁 审题人: 黄萍 命题时间:2014.12 研究生院制 学院 专业(领域) 类别 ( 学术 、专业 ) 学号 姓名 封 线 密

重庆大学硕士研究生《英语》课程试卷 2014~2015 学年第一学期 硕士生B类 Part I. Reading Comprehension(40 points) Directions: Read the following passages carefully and then select the best answer from the four choices given to answer the questions or to complete the statements that follow each passage. Write your answer on your Answer Sheet. Passage One As a wise man once said, we are all ultimately alone. But an increasing number of Europeans are choosing to be so at an ever earlier age. This isn’t the stuff of gloomy philosophical contemplations, but a fact of Europe’s new economic landscape, embraced by sociologists, real-estate developers and ad executives alike. The shift away from family life to solo lifestyle, observes a French sociologist, is part of the irresistible momentum of individualism over the last century. The communications revolution, the shift from a business culture of stability to one of mobility and the mass entry of women into the workforce have greatly wreaked havoc on Europeans’ private lives. Europe’s new economic climate has largely fostered the trend toward independence. The current generation of home-aloners came of age during Europe’s shift from social democracy to the sharper, more individualistic climate of American style capitalism. Raised in an era of privatization and increased consumer choice, today’s tech-savvy workers have embraced a free market in love as well as economics. Modern Europeans are rich enough to afford to live alone, and temperamentally independent enough to want to do so. Once upon a time, people who lived alone tended to be those on either side of marriage—twenty something professionals or widowed senior citizens. While pensioners, particularly elderly women, make up a large proportion of those living alone, the newest crop of singles are high earners in their 30s and 40s who increasingly view living alone as a lifestyle choice. Living alone was conceived to be negative—dark and cold, while being together suggested warmth and light. But then came along the idea of singles. They were young, beautiful, strong! Now, young people want to live alone. The booming economy means people are working harder than ever. And that doesn’t leave much room for relationships. Pimpi Arroyo, a 35-year-old composer who lives alone in a house in Paris, says he hasn’t got time to get lonely because has too much work. “I have deadlines which would make life with someone else fairly difficult”. Only an Ideal Woman would make him change his lifestyle, he says. Kaufmann, author of a recent book called “The Single Woman and Prince Charming”, thinks this fierce new individualism means that people expect more and more of mates, so relationships don’t last long—if they start at all. Eppendorf, a blond Berliner with a deep tan, teaches grade school in the mornings. In the afternoon she sunbathes or sleeps, resting up for going dancing. Just shy of 50, she says she’d never have wanted to do what her mother did—give up a career to raise a family. Instead, “I’ve always done what I wanted to do: live a self-determined life”. 1.More and more young Europeans remain single because A. they are driven by an overwhelming sense of individualism. B. they have entered the workforce at a much earlier age. C. they have embraced a business culture of stability. D. they are pessimistic about their economic future. 2.What is said about European society in the passage? A. It has fostered the trend towards small families. B. It is getting closer to American-style capitalism. C. It has limited consumer choice despite a free market. D. It is being threatened by irresistible privatization. 3.According to Paragraph 3, the newest group of singles are A. warm and lighthearted. B. on either side of marriage. C. negative and gloomy. D. healthy and wealthy. 4.The author quotes Eppendorf to show that A. some modern women prefer a life of individual freedom. B. the family is no longer the basic unit of society in present-day Europe. C. some professional people have too much work to do to feel lonely. D. Most Europeans conceive living a single life as unacceptable. 5.What is the author’s purpose in writing the passage?

重庆大学研究生《软件过程与项目管理》课程教学大纲-重庆大学软件学院

重庆大学研究生《软件过程与项目管理》课程教学大纲 1、课程名称:软件过程与项目管理 课程编码:(在MIS系统中的课程编号) 2、学时学分:32学时/2学分 3、适用的学位类型:学术型博士/硕士 4、先修课程: 《软件工程导论》、《软件需求分析》 5、使用教材及主要参考书目 (1)朱少民、左智,软件过程管理,清华大学出版社,2007.4 (2)韩万江等,软件项目管理案例教程(第2版),机械工业出版社,2009.4(3)任永昌著,软件项目管理,清华大学出版社,2012.7 6、课程简介及主要内容(500字) 通过本课程的学习,学生能够全面了解软件开发和维护的全过程,深刻理解软件过程的框架、标准和内涵,能够将软件过程模型灵活地应用于实践之中,掌握软件项目管理的基本理论,熟悉软件项目管理的方法、流程和工具。培养学生在软件开发中不断改进软件过程、管理软件开发项目的基本能力,并将软件项目管理的理论应用于软件项目的实践,提高分析、解决问题的能力。 该课程主要内容包括软件过程规范、软件过程成熟度、软件过程的组织管理、需求管理和技术管理等相关的概念和理论,以及软件项目计划管理、成本管理、质量管理、配置管理、文档管理、风险管理和集成管理等流程、方法和实践。7、教学内容、教学方式及学时分配:

8、考核及成绩评定方式: 平时作业及出勤30% + 期末闭卷考试70% 编制人签字:柳玲学院主管院长签字:符云清编制时间:2015.12.18

Syllabus for Graduate Courses of Chongqing University 1、Course Name:Software process and project management Course Code: 2、Credits and hours:32 hours/2 credits 3、Degree Level: Academic Degree (Doctor/Master) Software Engineering 4、Prerequisite Courses: Software Engineering、Software requirement analysis 5、Textbooks and reference books: (1)朱少民、左智,软件过程管理,清华大学出版社,2007.4 (2)韩万江等,软件项目管理案例教程(第2版),机械工业出版社,2009.4(3)任永昌著,软件项目管理,清华大学出版社,2012.7 6、Course description Through the study of this course, students can understand the whole process of software development and maintenance, and deeply understand the framework, standards and contents of the software process, and can apply the software process model into the practice. Students can master the basic theory of software project management, and familiar with methods, processes and tools of the software project management. This course trains the basic ability of students in the software development process and software project management. The main content of this course includes the concepts and theories of software process specification, software process maturity, organization management, requirement management, technology management, etc., and the process, method and practice of software project plan management, cost management, quality management, configuration management, document management, risk management and integrated management.

重庆大学硕士研究生(英语)课程试卷 研究生B类

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The shift counters longstanding assumptions that TV shows produced in the United States would continue to overshadow locally produced shows from Singapore to Sicily. The changes are coming at a time when the influence of the United States on international affairs has annoyed friends and foes alike, and some people are expressing relief that at least on television American culture is no longer quite the force it once was. “There has always been a concern that the image of the world would be shaped too much by American culture,” said Dr. Jo Groebek, director general of the European Institu te for the Media, a non-profit group. Given the choice, he adds, foreign viewers often prefer homegrown shows that better reflect local tastes, cultures and historical events. Unlike in the United States, commercial broadcasting in most regions of the world -including Asia, Europe, and a lesser extent Latin America, which has a long history of commercial TV -is a relatively recent development. A majority of broadcasters in many countries were either state-owned or state-subsidized for much of the last century. Governments began to relax their control in the 1980’s by privatizing national broadcasters and granting licenses to dozens of new commercial networks. The rise of cable and satellite pay-television increased the spectrum of channels. Relatively inexperienced and often financed on a shoestring, these new commercial stations needed hours of programming fast. The cheapest and easiest way to fill airtime was to buy shows from American studios, and the bidding wars for popular shows were fierce. The big American studios took advantage of that demand by raising prices and forcing foreign broadcasters to buy less popular programs if they wanted access to the best-selling shows and movies. “The studio priced themselves out of prime time,” said Harry Evans Sloan, chairman of SBS Broadcasting, a Pan-European broadcaster. Mr. Sloan estimates that over the last decade, the price of American programs has increased fivefold even as the international ratings for these shows have declined. American broadcasters are still the biggest buyers of American-made television shows, accounting for 90% of the $25 billion in 2001 sales. But international sales which totaled $2.5 billion last year often make the difference between a profit and a loss on show. As the pace of foreign sales slows -the market is now growing at 5% a year, down from the double-digit growth of the 1990’s -studio executives are rethinking production costs. 6. Which of the following best characterizes the image embodied in American shows? A. Self-contradictory B. Prejudice-free C. Culture-loaded D. Audience-targeted 7. The intervention of governments in the 1980’s resulted in __________ . 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A TRIP to the supermarket may not seem like an exercise in psychological warfare—but it is. Shopkeepers know that filling a store with the aroma of freshly baked bread makes people feel hungry and persuades them to buy more food than they had intended. Stocking the most expensive products at eye level makes them sell faster than cheaper but less visible competitors. Now researchers are investigating how “swarm intelligence” (th at is,how ants,bees or any social animal,including humans,behave in a crowd) can be used to influence what people buy. 2. At a recent conference on the simulation of adaptive behaviour in Rome,Zeeshan-ul-hassan Usmani,a computer scientist from the Florida Institute of Technology,described a new way to increase impulse buying using this phenomenon. Supermarkets already encourage shoppers to buy things they did not realise they wanted: for instance,by placing everyday items such as milk and eggs at the back of the store,forcing shoppers to walk past other tempting goods to reach them. Mr Usmani and Ronaldo Menezes,also of the Florida Institute of Technology, set out to enhance this tendency to buy more by playing on the herd instinct. The idea is that, if a certain product is seen to be popular, shoppers are likely to choose it too. The challenge is to keep customers informed about what others are buying. 3. Enter smart-cart technology. In Mr Usmani's supermarket every product has a radio frequency identification tag, a sort of barcode that uses radio waves to transmit information,and every trolley has a scanner that reads this information and relays it to a central computer. As a customer walks past a shelf of goods, a screen on the shelf tells him how many people currently in the shop have chosen that particular product. 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