The social sciences are flourishing. As of 2005, there were almost half a million professional social scientists from all fields in the world, working both inside and outside academia. According to the World Social Science Report 2010, the number of social-science students worldwide has swollen by about 11% every year since 2000. Yet this enormous resource is not contributing enough to today' s global challenges including climate change, security, sustainable development and health.【C1】______. Humanity has the necessary agro-technological tools to eradicate hunger, from genetically engineered crops to artificial fertilizers. Here, too, the problems are social: the organization and distribution of food, wealth and prosperity. 【C2】______. This is a shame—the community should be grasping the opportunity to raise its influence in the real world. To paraphrase the great social scientist Joseph Schumpeter: there is no radical innovation without creative destruction. Today, the social sciences are largely focused on disciplinary problems and internal scholarly debates, rather than on topics with external impact. Analyses reveal that the number of papers including the keywords "environmental change" or "climate change" have increased rapidly since 2004.【C3】______. When social scientists do tackle practical issues, their scope is often local: Belgium is interested mainly in the effects of poverty on Belgium, for example. And whether the community' s work contributes much to an overall accumulation of knowledge is doubtful. The problem is not necessarily the amount of available funding.【C4】______. This is an adequate amount so long as it is aimed in the right direction. Social scientists who complain about a lack of funding should not expect more in today' s economic climate. The trick is to direct these funds better. The European Union Framework funding programs have long had a category specifically targeted at social scientists. This year, it was proposed that the system be changed: Horizon 2020, a new program to be enacted in 2014, would not have such a category. This has resulted in protests from social scientists. But the intention is not to neglect social science; rather, the complete opposite.【C5】______. That should create more collaborative endeavors and help to develop projects aimed directly at solving global problems. [A]It could be that we are evolving two communities of social scientists: one that is discipline-oriented and publishing in highly specialized journals, and one that is problem-oriented and publishing elsewhere, such as policy briefs. [B]However, the numbers are still small: in 2010, about 1, 600 of the 100, 000 social-sciences papers published globally included one of these keywords. [C]The idea is to force social scientists to integrate their work with other categories, including health and demographic change, food security, marine research and the bio-economy, clear, efficient energy; and inclusive, innovative and secure societies. [D]The solution is to change the mindset of the academic community, and what it considers to be its main goal. Global challenges and social innovation ought to receive much more attention from scientists, especially the young ones. [E]These issues all have root causes in human behavior; all require behavioral change and social innovations, as well as technological development. Stemming climate change, for example, is as much about changing consumption patterns and promoting tax acceptance as it is about developing clean energy. [F]Despite these factors, many social scientists seem reluctant to tackle such problems. And in Europe, some are up in arms over a proposal to drop a specific funding category for social-science research and to integrate it within cross-cutting topics of sustainable development. [G]During the late 1990s, national spending on social sciences and the humanities as a percentage of all research and development funds—including government, higher education, non-profit and corporate—varied from around 4% to 25%; in most European nations, it is about 15%.

BSection II Reading Comprehension/B

Do you wake up every day feeling too tired, or even upset? If so, then a new alarm clock could be just for you. The clock, called SleepSmart, measures your sleep cycle, and waits【C1】______you to be in your lightest phase of sleep【C2】______ rousing you. Its makers say that should 【C3】______you wake up feeling refreshed every morning. As you sleep you pass【C4】______ a sequence of sleep states—light sleep, deep sleep and REM (rapid eye movement) sleep—that 【C5】______ approximately every 90 minutes. The point in that cycle at which you wake can【C6】______how you feel later, and may【C7】______ have a greater impact than how much or little you have slept. Being roused during a light phase 【C8】______you are more likely to wake up energetic. SleepSmart 【C9】______ the distinct pattern of brain waves 【C10】______during each phase of sleep, via a headband equipped 【C11】______ electrodes and a microprocessor. This measures the electrical activity of the wearer" s brain, in much the【C12】______way as some machines used for medical and research【C13】______ , and communicates wirelessly with a clock unit near the bed. You【C14】______the clock with the latest time at 【C15】______you want to be wakened, and it 【C16】______duly wakes you during the last light sleep phase before that. The 【C17】______was invented by a group of students at Brown University in Rhode Island 【C18】______ a friend complained of waking up tired and performing poorly on a test."【C19】______sleep-deprived people ourselves, we started thinking of【C20】______to do about it," says Eric Shashoua, a recent college graduate and now chief executive officer of Axon Sleep Research Laboratories, a company created by the students to develop their idea.

Broadly speaking, the Englishman is a quiet, shy, reserved person who is fully (1)_____ only among people he knows well. In the presence of strangers or foreigners he often seems inhibited, (2)_____ embarrassed. You have only to (3)_____ a com muter train any morning or evening to see the truth of this. Serious-looking businessmen and women sit reading their newspapers or dozing in a corner; no one speaks. In fact, to do so would seem most usual. (4)_____, there is here an unwritten but clearly understood code of behavior which, (5)_____ broken, makes the person immediately the object of (6)_____. It is a well-known fact that the English have a (7)_____ for the discussion of their weather and that, given half a chance, they will talk about it (8)_____. Some people argue that it is because English weather (9)_____ forecast and hence is a source of interest and (10)_____ to everyone. This may be so. (11)_____ Englishmen cannot have much (12)_____ in the weathermen, who, after promising fine, sunny weather for the following day, are often proved wrong (13)_____ a cloud over the Atlantic brings rainy weather m all districts! The man in the street seems to be as accurate—or as inaccurate—as the weathermen in his (14)_____. The overseas visitors may be excused for showing surprise at the number of references (15)_____ weather that the English make to each other in the course of a single day. Very often conversational greetings are (16)_____ by comments on the weather. "Nice day, isn"t it?" "Beautiful!" may well be heard instead of "Good morning, how are you?". (17)_____ the foreigner may consider this exaggerated and comic, it is worthwhile pointing out that it could be used to his advantage. (18)_____ he wants to start a conversation With an Englishman but is (19)_____ to know where to begin, he could do well to mention the state of the weather. It is a safe subject which will (20)_____ an answer from even the most reserved of Englishmen.

Whileyouenjoythesunlight,itcastsyourshadowontheground.Therehasbeenadiscussionrecentlyontheissueinanewspaper.Writeanessaytothenewspaperto1.showyourunderstandingofsymbolicmeaningofthepicture,2.giveaspecificexample,and3.giveyourcomments.Youshouldwriteneadywithin160-200wordsontheANSWERSHEET.(20points)

Two modes of argumentation have been used on behalf of women"s emancipation in Western societies. (46) Arguments in what could be called the "relational" feminist tradition maintain the doctrine of "equality in difference", or equity as distinct from equality. They contend that biological distinctions between the sexes result in a necessary sexual division of labor in the family and throughout society and that women"s procreative labor is currently undervalued by society, to the disadvantage of women. (47) By contrast, the individualist feminist tradition emphasizes individual human rights and cerebrates women"s quest for personal autonomy, while downplaying the importance of gender roles and minimizing discussion of childbearing and its attendant responsibilities. Before the late nineteenth century, these views coexisted within the feminist movement, often within the writings of the same individual. (48) Between 1890 and 1920, however, relational feminism, which had been the dominant strain in feminist thought and which still predominates among European and non-Western feminists, lost ground in England and the United States. Because the concept of individual rights was already well established in the Anglo-Saxon legal and political tradition, individualist feminism came to predominate in English speaking countries. At the same time, the goals of the two approaches began to seem increasingly irreconcilable. Individualist feminists began to advocate a totally gender-blind system with equal rights for all. (49) Relational feminists, while agreeing that equal educational and economic opportunities outside the home should be available for all women, continued to emphasize women"s special contributions to society as homemakers and mothers. They demanded special treatment for women, including protective legislation for women workers, state-sponsored maternity benefits, and paid compensation for housework. Relational arguments have a major pitfall, because they underline women"s physiological and psychological distinctiveness, they are often appropriated by political adversaries and used to endorse male privilege. (50) But the individualist approach, by attacking gender roles, denying the significance of physiological difference, and condemning existing familial institutions as hopelessly patriarchal, has often simply treated as irrelevant the family roles important to many women. If the individualist framework, with its claim for women"s autonomy, could be harmonized with the family-oriented concerns of relational feminists, a more fruitful model for contemporary feminist politics could emerge. Notes: emancipation n. 解放。equity n. 公平。procreative 生育的。celebrate vt. 颂扬。quest n. 寻求。downplay vt. 贬低，低估。lose ground 退却，失利。maternity benefit 产妇津贴。pitfall n. 隐患。appropriate vt. 资用。adversary n. 敌手。endorse vt. 赞同。patriarchal 家长制的。

That orientals and occidentals think in different ways is not mere prejudice. Many psychological studies conducted over the past two decades【C1】______Westerners have a more individualistic, analytic and abstract【C2】______life than do East Asians. Several hypotheses have been put forward to【C3】______this. One, that modernization promotes individualism, falls at the first obstacle: Japan, an ultra-modern country whose people have【C4】______a collective outlook. A second, that a higher prevalence of【C5】______disease in a place makes contact with【C6】______more dangerous, and causes groups to turn inward, is hardly better. Europe has had its【C7】______of plagues; probably more than either Japan or Korea. That【C8】______Thomas Talhelm of the University of Virginia and his colleagues to【C9】______into a third suggestion: that the crucial difference is【C10】______The West"s staple is wheat; the East"s, rice.【C11】______the mechanization of agriculture a farmer who grew rice had to【C12】______twice as many hours doing so as one who grew wheat. To allocate labor【C13】______, especially at times of planting and【C14】______rice-growing societies as far【C15】______as India, Malaysia and Japan all developed【C16】______labor exchanges which let【C17】______rearrange their farms" schedules in order to assist each other during these crucial periods. 【C18】______, until recently, almost everyone alive was a farmer, it is a reasonable hypothesis that such a collective outlook would【C19】______ a society"s culture and behavior, and might prove so deep-rooted that even now, when most people earn their living in other ways, it helps to【C20】______their lives.

Industrialism, at least within our experience of it for more than 200 years, never 【B1】______ a point of equilibrium or a level plateau. 【B2】______ its very principle of operation, it ceaselessly innovates and changes. Having largely 【B3】______ the agricultural work force, it moves on manufacturing 【B4】______ by creating new automated technology that increases manufacturing productivity 【B5】______ displacing workers. Manufacturing, from 【B6】______ a half or more of the employed population of industrial societies, shrinks to between a quarter and a third. Its place is filled by the service sector. The move to a service society is 【B7】______ by a great expansion in education, health, and other private and public welfare 【B8】______ . The population typically becomes not just healthier, better housed, and better fed but also better educated. Professional and scientific knowledge becomes the most marketable 【B9】______ The link between pure science and technology, loose and uncertain in the early 【B10】______ of industrialization, becomes pivotal. Struck by these changes, as 【B11】______ with the classic forms of industrial society of the 19th and early 20th centuries, some theorists have discerned a 【B12】______ to a new postmodern or postindustrial society. Such 【B13】______ may be premature. Most of the changes 【B14】______ late industrialism can be seen as the results of long-term developments 【B15】______ in the process of industrialization from the start. The rise of service industries has 【B16】______ in part from the increase in leisure and in disposable wealth and in part from the 【B17】______ process of mechanization and technical innovation, 【B18】______ constantly raises manufacturing productivity 【B19】______ replacing human labour with machines. It can also be seen as the 【B20】______ of the growth of multinational corporations.

This book is above me / beyond me.

First two hours, now three hours—this is how far in advance authorities are recommending people show up to catch a domestic flight, at least at some major U.S. airports with increasingly massive security lines. Americans are willing to tolerate time-consuming security procedures in return for increased safety. The crash of EgyptAir Flight 804, which terrorists may have downed over the Mediterranean Sea, provides another tragic reminder of why. But demanding too much of air travelers or providing too little security in return undermines public support for the process. And it should: Wasted time is a drag on Americans' economic and private lives, not to mention infuriating. Last year, the Transportation Security Administration(TSA)found in a secret check that undercover investigators were able to sneak weapons—both fake and real—past airport security nearly every time they tried. Enhanced security measures since then, combined with a rise in airline travel due to the improving economy and low oil prices, have resulted in long waits at major airports such as Chicago's O'Hare International. It is not yet clear how much more effective airline security has become—but the lines are obvious. Part of the issue is that the government did not anticipate the steep increase in airline travel, so the TSA is now rushing to get new screeners on the line. Part of the issue is that airports have only so much room for screening lanes. Another factor may be that more people are trying to overpack their carry-on bags to avoid checked-baggage fees, though the airlines strongly dispute this. There is one step the TSA could take that would not require remodeling airports or rushing to hire: Enroll more people in the PreCheck program. PreCheck is supposed to be a win-win for travelers and the TSA. Passengers who pass a background check are eligible to use expedited screening lanes. This allows the TSA to focus on travelers who are higher risk, saving time for everyone involved. The TSA wants to enroll 25 million people in PreCheck. It has not gotten anywhere close to that, and one big reason is sticker shock: Passengers must pay $85 every five years to process their background checks. Since the beginning, this price tag has been PreCheck' s fatal flaw. Upcoming reforms might bring the price to a more reasonable level. But Congress should look into doing so directly, by helping to finance PreCheck enrollment or to cut costs in other ways. The TSA cannot continue diverting resources into underused PreCheck lanes while most of the traveling public suffers in unnecessary lines. It is long past time o make the program work.

There was little change in him.

On Hunting Jobs with Fake Diplomas A. Title: On Hunting Jobs with Fake Diplomas B. Word limit: 160~200 words (not including the given opening sentence) C. Your composition should be based on the OUTLINE below and should start with the given opening sentence: "Nowadays reports can be heard that some people use fake diplomas in their job hunting." OUTLINE: 1. The phenomenon of some people using fake diplomas in their job hunting 2. The reasons for this phenomenon 3. Ways to deal with it

Few companies are as creative as Google, which serves up innovations almost as fast as its popular search-engine serves up results. This week the firm unveiled a new version of its Chrome web browser and launched Fast Flip, which lets users scroll through the contents of an online newspaper in much the same way that they leaf through its pages in print. On September 30th the company will roll out another fledgling product, Google Wave, for a test involving some 100,000 people. Billed as a revolutionary way to collaborate online, Wave is also the product of a new, more structured approach to innovation within the company. For years Google has had a fairly informal product-development system. Ideas percolated upwards from Googlers without any formal process for senior managers to review them. Teams working on innovative stuff were generally kept small. Such a system worked fairly well while Google was in its infancy. But now that it is a giant with 20,000 employees, the firm risks stifling potential money-spinners with a burgeoning bureaucracy. To stop that happening, Google has begun to hold regular meetings at which employees are encouraged to present new ideas to Eric Schmidt, the firm's chief executive, and Larry Page and Sergey Brin, its co-founders. It has also given some projects more resources and independence than in the past. Both moves are designed to ward off the conservatism that can set in as companies mature. "We are actively trying to prevent middle-agedom," explains Mr Schmidt. Google Wave has benefited from this anti-ageing treatment. The new software allows people to create shared content that is hosted on Google's servers online, or "in the cloud". When they open Google Wave, users see three columns on their screens. The left-hand one contains folders and address books, while the middle column is a list of "waves"—online conversations users have initiated or signed up to. Clicking on a wave displays its contents in the right-hand column. People can post texts, photos, web feeds and other things into a wave and exchange comments with one another instantly. The software excites tech folk, some of whom reckon it poses a threat to Microsoft's SharePoint collaboration package. Inside Google the project has generated much enthusiasm too, plus some controversy. The Wave team deliberately distanced itself from Google's headquarters, choosing to be based in the company's Sydney office. And it insisted that its work be kept secret for a long time so its nascent idea was not subject to nit-picking criticism. Some Googlers felt this was a betrayal of the firm's open culture. "Not everyone inside the company thought that this was super cool," admits Lars Rasmussen, one of the two brothers leading the project, which was allowed to recruit dozens of software engineers to its ranks. That has not dented Google's enthusiasm for creating more such teams. Mr Schmidt wants the number to grow from a dozen or so today to perhaps 50. The challenge, he says, is to find leaders with the calibre of Mr Rasmussen, who previously worked on an initiative that evolved into the successful Google Maps. Some Google-watchers see a much bigger challenge. "Google has been masterful at coming up with a lot of ideas, but none of them has matured to become something that moves the revenue needle," says Gene Munster of Piper Jaffray, an investment bank. In fairness to the company, that is partly because many of its popular innovations, such as Gmail, have been given away to boost search-related advertising, which accounts for almost all of Google's revenues. But search has been suffering in the downturn: in the second quarter of 2009 Google's revenues were $5.5 billion, barely 3% higher than the same period in 2008. Time, then, for the company to find new ideas that can make a big splash.

As the Senate prepares to vote on legislation to empower the Food and Drug Administration to regulate tobacco products, its members would be wise to consult a recent appeals court decision. The decision makes it clear that the tobacco companies have engaged in deceitful and harmful behavior for many decades and cannot be trusted to reform on their own. Regulatory oversight isthe best chance to rein them in. The unanimous ruling by a three-judge panel of the United States Court of Appeals for the District of Columbia upheld major elements of a 2006 lower court decision that found big tobacco companies guilty of racketeering and fraud as part of a prolonged campaign to deceive and addict the public. That 1,742-page opinion, rendered by Judge Gladys Kessler, laid out in painstaking detail how the tobacco companies made false statements and suppressed evidence to deny or play down the addictive qualities and the adverse health effects of smoking. Judge Kessler found that the companies manipulated the design of cigarettes to deliver addictive doses of nicotine, falsely denied that secondhand smoke caused disease and falsely represented that light and low-tar cigarettes presented fewer health risks. The appeals court not only upheld her decision as legally sound, it seemed deeply impressed by the "volumes of evidence" and "countless examples of deliberately false statements" underlying many of Judge Kessler"s findings. It also upheld some but not all of the marketing restrictions and other requirements she imposed to prevent the companies from making future false claims and engaging in additional fraudulent activities. The companies protested that they should not be subjected to such requirements because they had already agreed to numerous remedies under a settlement agreement with 46 states and the District of Columbia. The appeals panel was rightly unimpressed. It upheld the district court"s findings that after the settlement went into effect in 1998, the companies almost immediately began to evade and violate various prohibitions against joint activities and false statements. The House has already voted to give the F.D.A power to regulate tobacco. Senators, who are getting ready to vote on similar legislation, now have fair warning, if they needed any more, that this is a dishonest industry. It can"t be trusted to behave responsibly or even adhere to agreements it has signed. It is time to grant the F.D.A the power to regulate the content and marketing of tobacco products.

John Battelle is Silicon Valley"s Bob Woodward. One of the founders of Wired magazine, he has hung around Google for so long that he has come to be as close as any outsider can to actually being an insider. Certainly, Google"s founders, Sergey Brin and Larry Page, and its chief executive, Eric Schmidt, believe that it is safer to talk to Mr. Battelle than not to do so. The result is a highly readable account of Google"s astonishing rise—the steepest in corporate history—from its origins in Stanford University to its controversial stockmarket debut and its current struggle to become a grown-up company while staying true to its youthfully brash motto, "Don"t be evil". Mr. Battelle makes the reader warm to Google"s ruling triumvirate—their cleverness and their good intentions—and fear for their future as they take on the world. Google is one of the most interesting companies around at the moment. It has a decent shot at displacing Microsoft as the next great near-monopoly of the information age. Its ambition—to organise all the world"s information, not just the information on the world wide web—is epic, and its commercial power is frightening, Beyond this, Google is interesting for the same reason that secretive dictatorships and Hollywood celebrities are interesting for being opaque, colourful and, simply, itself. The book disappoints only when Mr. Battelle begins trying to explain the wider relevance of internet search and its possible future development. There is a lot to say on this subject, but Mr. Battelle is hurried and overly chatty, producing laundry lists of geeky concepts without really having thought any of them through properly. This is not a fatal flaw. Read only the middle chapters, and you have a great book.

Until the late 1940s when television began finding its way into American homes, companies relied mainly on print and radio to promote their products and services. The advent of television【C1】______a revolution in product and service. Between 1949 and 1951, advertising on television grew 960 percent. Today the Internet is once again【C2】______promotion. By going online, companies can communicate instantly and directly with prospective customers. 【C3】______on the World Wide Web includes advertising, sponsorships, and sales promotions【C4】______sweepstakes, contests, coupons, and rebates. In 1996 World Wide Web advertising revenues【C5】______$ 300 million. Effective online marketers don"t【C6】______transfer hard-copy ads to cyberspace. 【C7】______sites blend promotional and non-promotional information indirectly delivering the advertising messages. To【C8】______visits to their sites and to create and【C9】______customer loyalty, companies change information frequently and provide many opportunities for【C10】______. A prototype for excellent【C11】______promotion is the Ragu Web site. Here visitors can find thirty-six pasta recipes, take Italian lessons, and view an Italian film festival, 【C12】______they will find no traditional ads. 【C13】______subtle is the mix of product and promotion that visitors hardly know an advertising message has been【C14】______. Sega of America, maker of computer games and hardware, uses its Web site for a【C15】______of different promotions, such as【C16】______new game characters to the public and supplying Web surfers the opportunity to【C17】______games. Sega"s home page averages 250,000 visits a day. To heighten interest in the site, Sega bought an advertising banner on Netscape【C18】______increasing site visits by 15 percent. Online【C19】______in Quaker oats" Gatorade promotion received a free T-shirt in exchange for answering a few questions. Quaker Oats reports that the online promotion created product【C20】______and helped the company know its customers better.

They jumped to the conclusion that the Red Army would launch an attack from the west battlefront.

You could benefit from flipping through the pages of I Can"t Believe You Asked That, a book by author Phillip Milano that"s subtitled, A No-Holds-Barred Q&A A bout Race, Sex, Religion, and Other Terrifying Topics. For the past seven years, Milano—who describes himself as "a straight, white middle class married guy raised in an affluent suburb of Chicago"—as operated yforum.com, a Website that was created to get us talking. Through the posting of probing, provocative and sometimes simply inane questions and the answers they generate, people are encouraged to have a no-holds-barred exchange on topics across racial, ethnic and cultural lines. More often than not, the questions grow out of our biases and fears and the stereotypes that fuel misunderstanding among us. As with the Web site, Milano hopes his book will be a social and cultural elixir. "The time is right for a new "culture of curiosity" to begin to unfold, with people finally breaking down the last barrier to improve race and cultural relations" by actually talking to each other about their differences, Milano said in an e-mail message to me. Milano wisely used the Internet to spark these conversations. In seven years, it has generated 50,000 postings—many of them questions that people find hard to ask in a face-to-face exchange with the subjects of their inquiries. But in his book, which was published earlier this month, Milano gives readers an opportunity to read the questions and a mix of answers that made it onto his Web site. "I am curious about what people who have been blind from birth "see" in their dreams," a 13-year old boy wanted to know. "Why do so many mentally disabled people have such poor-looking haircuts and "nerdy" clothes?" a woman asked. "How do African-Americans perceive God?" a white teenager wanted to know. "Do they pray to a white God or a black God?" Like I said, these questions can generate a range of emotions and reactions. But the point of Milano"s Web site, and his book, is not to get people mad, but to inform us "about the lives and experiences" of others. Though many of the answers that people offered to the questions posed in his book are conflicting, these responses are balanced by the comments of experts whose responses to the queries also appear in the book. Getting people to openly say what they are thinking about things that give rise to stereotypes and bigotry has never been easy. Most of us save those conversations for gatherings of people who look or think like us.

The Amazon River basin boasts the largest river system on Earth and harbors an ecosystem that is tremendously complex. Early travelers from renaissance Europe were overwhelmed by their first encounters. In 1531, Francisco Pizarro overthrew the Incan empire, removing the emperor from his throne and taking for Spain the Incan imperial treasures. A decade later his younger brother ventured east from the high plateau of the Andes Mountains in pursuit of the famous cities of gold and spices thought to be hidden in the jungle forest. Going down the river the expedition soon exhausted its supplies and a small group was sent ahead to search for food. Eight months later, this group emerged at the mouth of the Amazon, having made what would prove to be the first descent of the length of the river. A missionary who accompanied the group sent a remarkable account of their adventures to the Pope, including mention of the great signal drums that sounded from village to village far in advance of their arrival, warning of the coming of the European strangers. His manuscript records seeing innumerable settlements along the river—on one day they passed more than twenty villages in succession, and some of these are said to have stretched for six miles or more. Such reports have intrigued scientists ever since, for they describe dense populations and large federations of tribes which, if verified, would be entirely at odds with modern stereotypes of hidden, thinly scattered tribes scratching out an uncertain existence. Beginning in the late seventeenth-century, the successors to the first explorers recorded and collected many of the everyday objects fashioned from wood and other organic materials that usually rot in a tropical climate. Such collections housed in European museums preserve a "window" into cultures that were soon to experience huge changes brought about by foreign diseases and cruel abuse at the hands of Europeans. Population collapse and movement along the principal rivers of the Amazon system have contributed to a veil of misunderstanding that has long covered the cultural achievements of tropical forest societies. Diffuse bands hunting deep in the forest interior eventually came to be seen as the typical tropical forest adaptation. So much so that when archaeological studies began in earnest at the mouth of the Amazon in the 1950"s, scientists argued that the sophisticated culture they were discovering could not have originated in the Amazon Basin itself, but must have been derived from more advanced cultures elsewhere. They imagined the tropical forest to be an "imitation paradise" unable to support much beyond a simple hunting-and-gathering way of life. This mistaken idea has exerted a persistent influence ever since.

One factor that can influence consumers is their mood state. Mood may be defined 【C1】______a temporary and mild positive or negative feeling that is generalized and not tied 【C2】______ any particular circumstance. Moods should be 【C3】______ from emotions which are usually more intense, 【C4】______ to specific circumstances, and often conscious. 【C5】______one sense, the effect of a consumer"s mood can be thought of in【C6】______the same way as can our reactions to the【C7】______ of our friends—when our friends are happy and "up", that tends to influence us positively, 【C8】______when they are "down", that can have a【C9】______ impact on us. Similarly, consumers operating under a【C10】______mood state tend to react to stimuli in a direction 【C11】______with that mood state. Thus, for example, we should expect to see 【C12】______in a positive mood state evaluate products in more of a 【C13】______manner than they would when not in such a state.【C14】______ , mood states appear capable of【C15】______a consumer" s memory. Moods appear to be 【C16】______ influenced by marketing techniques. For example, the rhythm, pitch, and 【C17】______of music has been shown to influence behavior such as the 【C18】______of time spent in supermarkets or【C19】______to purchase products. In addition, advertising can influence consumers" moods which, in【C20】______, are capable of influencing consumers" reactions to products.