考研英语经济学人文章阅读训练二十四

The boss of IKEA on dealing with the fallout of the covid crisis

宜家老板正在努力控制疫情危机所造成的影响

Ikea is known all over the world as the biggest furniture retailer,the most successful Swedish brand—and the cause of family quarrels over the assembly of BILLY bookshelves or HEMNES wardrobes.It has so far never made a name for itself as a place of worship.

宜家是全球最大的家具零售商、瑞典最成功的品牌，同时也是引发家庭矛盾的一大原因（在组装比利书架或海明斯衣柜的过程中产生分歧）。迄今为止，宜家还从未因被作为礼拜场所而闻名。

But on May24th the car park of an IKEA shop in Wetzlar,a city in Germany, welcomed hundreds of Muslims for a Sunday prayer to mark the end of Ramadan,against the backdrop of the blue-and-yellow storefront.It was a nice gesture in times of social distancing.

但在5月24日，在德国维兹拉尔市的一家宜家商场的停车场，数百名伊斯兰教徒以蓝黄相间的宜家商场外墙为背景举行了一场周日祈祷活动，以庆祝斋月的结束。在如今这个倡导保持社交距离的时代，这确实是个好办法。

Like all non-food retailers,IKEA needed a lift.Around80%of its433shops in50countries had to shut and many are still closed.Its shops in Germany only reopened their doors in early May,after two months of pandemic lockdown.

与所有非食品类零售商一样，宜家需要提振业绩。在全球50个国家的433家宜家商场中，有近80%的门店被迫歇业，其中许多门店目前仍未恢复营业。在经历两个月的封锁后，德国的宜家商场于5月初刚刚恢复营业。

Another important pick-me-up is that shoppers have returned in force, starting in China.Having entered lockdown before the rest of the world, Chinese consumers also emerged from it earlier—and plenty of them immediately hit IKEA shops.

另一个令人振奋的消息始于中国，大批购物者正在回归。中国相比其他国家更早采取“封城”措施，也更早解除封锁，而一经解封，许多人便立刻涌入了宜家商场。Many bought big and expensive items,says Jesper Brodin,chief executive of Ingka Group,the parent company that holds and operates most IKEA shops(as well as running Ingka Centres,which manages the group’s shopping malls,and a fund called Ingka Investments).

英格卡集团（宜家商场的母公司，拥有并经营着大多数的宜家门店，同时还经营着英格卡购物中心以及英格卡投资基金会）的首席执行官杰斯珀·布罗丁说道，许多人前来宜家购买价格高昂的大件商品。

To Mr Brodin’s surprise,reopenings in Europe have involved“an effort in crowd control”.In Germany,Austria and Switzerland customers thronged to IKEA once its shops were allowed to open.They were undeterred by long queues:all three countries have strict limits on the number of people permitted in a shop at the same time.

令布罗丁感到惊讶的是，当欧洲的宜家商场重新开业时，他们甚至需要“限制顾客人数”。在德国、奥地利以及瑞士，一家宜家商场一旦获准重新开业，顾客便会蜂拥而至。人们不惧于门店外排着的长队：这三个国家都对同一时间进入商店的人数有着严格的限制。

In Germany and Austria,for example,one customer is allowed per20 square metres(215square feet)of floor space.People,it seems,are as

desperate as ever for home improvements and kitchen utensils—more so, perhaps,after a period of confinement in which home-cooking revealed domestic inadequacies.

例如，在德国和奥地利，每20平方米（约合215平方英尺）建筑面积仅允许一名顾客。人们似乎一如既往地想要改善家庭生活用品及厨房用具，厨房用具甚至更为迫切，因为在家呆了这么久，家庭烹饪所需用具的缺乏更是暴露无遗。

IKEA’s online-shopping figures tell the same story.Internet sales were growing fast before the pandemic,by43%last year compared with2018, to10-11%of total sales.In the past couple of months they jumped to60% of all sales on peak days of the lockdown across the group.

宜家的线上购物数据也反映了同样的情况。在疫情发生前，宜家的线上销售额便在迅速增长，去年的线上销售额相比2018年增长了43%，占去年总销售额的10-11%。在过去的几个月里，线上销售额占总销售额的比例已经跃升至60%。

In America,where the furniture giant is planning to start reopening its50 shops in June,IKEA started to bring back its furloughed workers to look after online orders and provide customer service.

在美国，这家家具巨头正计划于6月重新开张50家门店，同时，宜家也在召回员工，以处理线上订单并提供客户服务。

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Youngsters’job preferences and prospects are mismatched 年轻人的工作偏好与就业前景不相匹配 Teenage picks 青少年的选择 The world of work is changing.Are people ready for the new job outlook? A survey of15-year-olds across41countries by the OECD,a club of mostly rich countries,found that teenagers may have unrealistic expectations about the kind of work that will be available. 职业的世界正在发生变化。人们做好准备接受新的就业观了吗？世界经合组织（一个以发达国家为主的组织）对41个国家的15岁青少年进行了一项调查，结果发现青少年对于未来可能从事的工作抱有不切实际的期望。 Four of the five most popular choices were traditional professional roles: doctors,teachers,business managers and lawyers. Teenagers clustered around the most popular jobs,with the top ten being chosen by47%of boys and53%of girls.Those shares were significantly higher than when the survey was conducted back in2000. 在五个最受欢迎的职业选择中有四个是传统的职业角色：医生、教师、企业经理和律师。青少年对于最受欢迎工作的选择呈现了聚集性，有47％的男孩和53％的女孩选择了排在前十位的职业。这一比例显著高于2000年调查时的水平。 The rationale for this selection was partly down to wishful thinking on the part of those surveyed(designers,actors and musical performers were three of the top15jobs).Youth must be allowed a bit of hope. 受访者做出这一选择往往是出于自己的一厢情愿（最受欢迎的15个职业中有3个分别是设计师、演员和歌手）。我们必须给年轻人一点希望。

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英语阅读理解文章（作者）意图解题指导教学设计 I．设计思路 《高中英语新课程标准》明确指出：“高中英语课程要有利于学生优化英语学习方法，使他们通过观察、体验、探究等积极主动的学习方法，充分发挥自己的学习潜能，形成有效的学习策略，提高自主学习的能力。” 高考大纲中关于阅读理解的要求：要求考生读懂简易的英语文学作品、科普文章、公告、说明、广告以及书、报、杂志中关于一般性话题的简短文章并回答相关问题。考生应能： 1、理解主旨要义； 2、理解文中具体信息； 3、根据上下文推断生词的词义； 4、作出简单判断和理解； 5、理解文章的基本结构； 6、理解作者的意图和态度； 7、根据所读，用恰当的词语补全文章提纲、概括关键内容 或作要词词语转换。 因此有关阅读理解题目主要有以下四种： 主旨大意型 事实细节型 词义猜测型 推理判断型 让我们比较一下近两年江苏高考卷阅读理解题的分类题量。

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经济学人两篇+翻译

Disney Star Wars, Disney and myth-making How one company came to master the business of storytelling FROM a galaxy far, far away to a cinema just down the road: “The Force Awakens”, the newest instalment of the Star Wars saga, is inescapable this Christmas. The first Star Wars title since Lucasfilm, the owner of the franchise, was acquired by Disney in 2012 for $4.1 billion, it represents more than just the revival of a beloved science-fiction series. It is the latest example of the way Disney has prospered over the past decade from a series of shrewd acquisitions (see article). Having bought Pixar, Marvel and Lucasfilm, Disney has skilfullycapitalised on their intellectual property—and in so doing, cemented its position as the market leader in the industrialisation of mythology. Its success rests on its mastery of the three elements of modern myth-making: tropes, technology and toys. From Homer to Han Solo Start with the tropes. Disney properties, which include everything from “Thor” to “Toy Story”, draw on well-worn devices of mythic structure to give their stories cultural resonance. Walt Disney himself had an intuitive grasp of the power of fables. George Lucas, the creator of Star Wars, is an avid student of the work of Joseph Campbell, an American comparative mythologist who outlined the “monomyth” structure in which a hero answers a call, is assisted by a mentor figure, voyages to another world, survives various trials and emerges triumphant. Both film-makers merrily plundered ancient mythology and folklore. The Marvel universe goes even further, directly appropriating chunks of Greco-Roman and Norse mythology. (This makes Disney's enthusiasm for fierce enforcement of intellectual-property laws, and the seemingly perpetual extension of copyright, somewhat ironic.) The internal mechanics of myths may not have changed much over the ages, but the technology used to impart them certainly has. That highlights Disney's second area of expertise. In Homer's day, legends were passed on in the form of dactylic hexameters; modern myth-makers prefer computer graphics, special effects, 3D projection, surround sound and internet video distribution,