重庆大学博士基础英语课程翻译
For translation from Chinese to English 2011
专利是一种官方文件。发明人根据该文件可以控制使用他的发明物的权利。专利权一旦授予发明人之后，在相当长的一段时间内，它不允许其他人在这个国家的任何地方制造、使用或销售适用于该专利的装置或系统。
A patent is an official document by which inventors can control the right to
use his invention. When granted to an inventor, a patent, for a long period of time, excludes others from manufacturing, using or selling the device or system covered by the patent anywhere in the country.
大家知道，工作能力同工作表现不常是一致的。有些人有潜在的工作能力，因不肯卖力或对工作缺乏兴趣而使工作失败。而有些中等才能的人，都常常可以因为勤奋和对雇主的忠诚而取得出色的成绩。因此，对雇员的最终考核，显然是看他的实际工作表现。
As everybody knows, ability and performance are not always consistent. Some people who have potentials might fail due to their lack of effort or interest in the job, while some average people could often make a remarkable achievement because of their hard work and loyalty to the employer. Therefore, the final evaluation of an employee should obviously be based on this real performance.
文化是不同国家的人们互相理解的最佳媒体。通过举办文化节，许多中国城市在世界上的知名度提高了。实践已经证明，对促进中国人民和世界其他地区人民之间的交流来说，这是最好的途径之一。这种交流不仅仅限于文化方面，还扩大到了经济和其他领域。
Culture is the best medium for people of different countries to understand each other. Through holding cultural festivals, many cities in China have become better known to the world. It has been proved that this is one of the best ways to promote the exchange between the people of China and other parts of the world. The exchange has not been confined to culture but extended to the economic and other fields.
再过去的20年中，世界上没有任何一个国家的外贸发展速度像中国那么快。日本用了20多年时间才将其外贸总额翻一番，而中国却翻了两番。中国现在已是全球第三大电器生产国，并且正在成为全球电器市场上的主角。中国还是世界上劳动密集型产品的主要生产国。
Over the past two decades no country in the world has expanded its foreign trade as fast as China. Japan took more than 20 years to double its foreign trade, while China, for the same length of time, has quadrupled its foreign trade ( has increased its foreign trade by three times ). Already the world’s third largest producer of electric appliances, China is now playing a major role in the global market of the electric wares. China has also become a major producer of labor-intensive manufactured goods in the world.
科幻作品受到许多人的欢迎。作家们受到近百年来科技惊人进步的鼓舞，运用其丰富的想象力，描绘了未来科学将会取得的成就。
Science fiction is popular with many people. Inspired by the spectacular progress made in science and technology over the past hundred years, writers, with their abundant imagination, have described the achievements to be accomplished in future science.
认识落后，才能去改变落后，学习先进，才有可能赶超先进。提高我国的科学技术水平，当然必须依靠我们自己努力，必须坚持独立自主，自力更生的方针。但是独立自主不是闭关自守，自力更生也不是盲目排外。
Backwardness must be recognized before it can be changed. A person must learn from the advanced before he can catch up with and surpass them. Of course, to raise China’s scientific and technological level we must rely on our own efforts and adhere to the policy of independence and self-reliance. But independence does not mean shutting the door on the world, nor does self-reliance mean blind opposition to everything foreign.
通过今年科学家获诺贝尔奖情况可以看出, 各个单科领域的研究都已进入了一个极为尖端的水平, 很难有重大突破.交叉科学反而有广阔的发展空间,但这就需要各领域科学家共同合作才能完成.
The awarding of the Nobel Prizes to scientists this year reveals that researches in individual disciplines are so highly advanced that it is extremely difficult to make a significant breakthrough, while cross-disciplines, on the other hand, have limitless potentials for further development, which demands cooperation among scientists from different disciplinary areas.
从根本上说，知识经济的价值在于改变工业经济时代以来，经济，社会，环境三者相脱节的状态，解决传统文明造成的人与自然关系，人与社会关系的危机，促进人类社会从低持续性的文明转向高持续性的文明。
Basically, the value of knowledge economy lies in the fact that it is changing the separation among economy, society and the environment since the industrial economy, solving the crisis, brought by the traditional civilization, of the relation between human beings and nature and that between human beings and society and propelling the development of the society from the low-sustained civilization to the high-sustained one.
大学英语四六级翻译--科技类词汇(精炼版)
四六级翻译——科技类词汇 1.科技园science and technology park 2.高新技术开发区high-tech industrial zones 3.信息产业IT (Information Technology) 4.电器设备electrical appliance 5.电子设备electronic device 6.电子商务e-commerce 7.人工智能artificial intelligience 8.先进技术advanced technology 9.尖端技术state-of-the-art technology 10.载人航天飞行manned space flight 11.发射成功successful launch 12.自然科学natural science 13.新兴学科new branch of science 14.科技成果research achievements 15.科学发展观concept of scientific development 16.科教兴国revitalize China through science and education 17.可持续发展战略strategy of sustainable development 18.科技基础设施science and technology infrastructure 19.专利，专利权patent 20.生态农业environmental-friendly agriculture 21.物种起源origin of species 22.生物工程bio-technology 23.基因工程genetic engineering 24.转基因食品GM food (genetically modified food) 25.技术产权technology property right 26.科技含量technology content 27.电脑病毒computer virus 28.黑客hacker 29.垃圾邮件junk mail 30.数码科技digital technology 31.虚拟社区virtual community 32.网络空间cyber space 网络文化cyber culture 33.网民netizen 34.克隆cloning 激光laser 35.纳米nanometer 粒子particle 36.太阳能/ 核能/ 原子能solar/ nuclear/ atomic energy 37.突飞猛进advance by leaps and bounds 38.技术创新technological innovation 39.中国科学院the Chinese Academy of Science 40.科学技术是第一生产力Science and technology constitute the foremost productive forces. 41.科技前沿the forefront of science and technology 42.科技发明的传播和交流dissemination and exchanges of advanced scientific and technological inventions
科技英语翻译Unit 1—Unit 7
Unit 1 Electronics:Analog and Digital 1.As with series resonance, the greater the resistance in the circuit the lower the Q and, accordingly, the flatter and broader the resonance curve of either line current or circuit impedance. 对于串联谐振，电路中的电阻愈大Q值就愈低，相应地线路电流或电路阻抗的谐振曲线也就愈平、愈宽。 2.A wire carrying a current looks exactly the same and weighs exactly the same as it does when it is not carrying a current. 一根带电的导线其外表与重量都与不带电导线完全一样。 3.Click mouse on the waveform and drag it to change the pulse repetition rate, or directly enter a new value of the period in the provided dialogue box, while keeping the pulse width unchanged. 在波形上点击鼠标并拖动来改变脉冲重复频率，或者在提供的对话框中直接输入新的周期值，而保持脉冲宽度不变。 4.Electronics is the science and the technology of the passage of charged particles in a gas, in a vacuum, or in a semiconductor. Please note that particle motion confined within a metal only is not considered electronics. 电子学是一门有关带电粒子在气体、真空或半导体中运动的科学技术。注意，在本书中粒子运动仅限于金属的情况不属于电子学。 5.Hardware technologies have played vital roles in our ability to use electronic properties to process information, but software and data processing aspects have not developed at the same speed. 硬件技术在我们使用电子特性来处理信息的能力中一直起着重要作用，而软件及数字处理方面却没能与硬件同步发展。 6.However, in a properly designed DC amplifier the effect of transistor parameter variation, other than Ico, may be practically eliminated if the operation point of each stage is adjusted so that it remains in the linear operation range of the transistor as temperature varies. 然而在设计得当的直流放大器中，若调节每一级的工作点使之在温度变化时保持在晶体管线性区，就能在实际上消除Ico以外的晶体管参数变化所造成的影响。
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?
重庆大学考博高分学习法
重庆大学考博高分学习法—心理篇 孙子兵法中讲,“攻心为上”，“预攻其身，先攻其心”。这就说明，做任何事情首先是要心理上先攻关，空城计就是一个很好的心理战术的运用。考博从一定程度上说也是一个心理战，心理素质好的同学往往更容易应付。可不要小看这一点呀！这是你拼搏的精神支撑。之所以把这点放在最开始，也是基于它重要的战略地位啊！应该怎样具备一个过硬的心理状态，打好这场心理战呢？具体来说，有以下几点供大家参考： 首先，要保持乐观积极的态度。无论你选择的目标的难易程度怎样，无论从客观上来看，你考上的可能性大小怎样，无论你在备考时所处环境的优劣程度怎样，你都要尽量的做到乐观的看待这件事，如果感觉自己的压力过大，不妨给自己设计好考失博败后的退路，这样学习压力会明显减小的。我当时就是给自己做了最坏的打算，就是考不上大不了回家乡支援家乡教育事业，也是很能实现人生价值的嘛！这样想就能让心里轻松许多。如果你感到自己学的不大好，就想别人可能和自己差不多，因为大家复习的时间都是差不多的，智力水平也是差不多的，即使有差距也是有机会赶上的。如果复习的不是太充分，就想还不一定考什么题呢，说不定只考自己复习到的呢，万一上帝怜悯，幸运之神降临， 还能撞进去呢！这不都是可能的吗？作一个乐观向上的人，这样你赢的机会才会大！来源：考试大其次，尽可能的排除外界事务干扰，保持心如直水，不骄不愠，从而减少心理波动因素。这就要 求你在考博期间内，减少交友会友次数，吩咐你的朋友、亲戚尽可能不给自己添麻烦，哪怕是请客吃饭的好事也要减少。还有那些与考博无关的杂事，该减少的都要减少。因为这些事情，看起来是小事，可多起来就会总让自己分心，学习起来心不够静。我采取的方法是提前通知四路友人亲人，没有重大事宜不要通知我，或是来寻求我的帮助，因为我目前只能寻求自保。大家也是很能理解的，就都没怎么烦我，使我安安静静的走过了这段路。更甚至余，我连生日都省略不过了，中午吃了碗面，搞定！牺牲得够彻底吧？联系我们扣扣：四九三三七一六二六。电话：四零零六六八六九七八再次，遇到挫折或失落时，要善于自我调节。要知道，“小不忍则乱大谋”呀！千万不要因为一时的不顺利就倍受打击，情绪低落，灰心丧气。比如说作一套模拟题，打的分很不理想，那有什么呢？只是一套练习题而已嘛，又不是真的考试题，更不是考场实战，也就是这套题发挥的不好而已，或是这套题考中了自己的很多复习漏洞罢了。这种情况谁都会时常碰到的。如果每一次都伤心一次，那我想等考完，一定都博不知道“伤心”二字如何写了。所以，一定要做到心胸宽广，宰相肚里能撑船嘛！ 第四，要有自己的一套心理调节措施，或者说是情绪发泄渠道。因为人不是圣人，再好的心理素 质也有受不了的时候。这时你就要用你自己的方法，适合自己的方法去宣泄内心的不满与压抑，从而 能够尽快的恢复到好的状态。比如说，打电话给友人大发牢骚，在父母面前撒娇，到操场上跑步、打 球，逛街购物，吃最想吃、最喜欢吃的东西，看场电影……方法的选择是因人而异的。对于爱吃甜点 的我可就惨了，可想而知，我的又一大牺牲——体重！ 第五，要有同路人。这一点我认为是很重要的，因为艰辛的道路上是需要大家携手同行的。最让 我感到幸运的是我拥有一个考博寝室，有三个考博姐妹与我共同奋斗，我们相互扶持，相互安慰，相 互鼓励，让我这一路走来从不觉得痛苦和孤独。在校园的路上，在图书馆的自习室里，都能看到我们 四姐妹同甘苦、共患难的身影，这是最让我珍惜和难忘的点滴！这是一种心理上的平和与满足。所以， 考博过程中，你所处的生活环境很重要，你的伙伴也很重要，一定要建立自己的考博同盟军！ 第六，一定要树立阿Q精神，学会使用精神胜利法。具体做法是：每天早晨起床的第一件事就是
《信息科技英语翻译》期末考试 A卷参考答案
《信息科技英语翻译》期末考试A卷参考答案 一、选择题（本大题共10小题，每小题1分，共10分） 1.所谓翻译就是把一种语言文字所表达的意义用另一种语言文字表达出来的语言转换过程，是通过译 者在不同语言之间进行的一种语言交流活动。 A. 形式/内容 B. 增译/省译 C. 转换/交流 D. 直译/意译 2.著名的“信达雅”三字翻译标准是清末启蒙思想家严复所提出的。 A. 玄奘 B. 严复 C. 傅雷 D. 钱钟书 3.翻译中所谓的“忠实”，首先是指忠实于原文的内容。 A. 原文 B. 译文 C. 原语 D. 译语 4.信息科技英语的翻译标准应该是：准确规范、通顺易懂、简洁明晰。 A. 忠实、通顺 B. 意美、形美、音美 C. 传神、化境 D. 准确规范、通顺易懂、简洁明晰 5.信息科技英语翻译中所谓的准确，就是忠实地、不折不扣地传达原文的全部信息内容。 A. 信息 B. 意义 C. 风格 D. 思想 6.要做好科技英语的翻译工作，通常要求译者具有较高的英语水平、汉语水平、科技知识水平和翻译 理论水平。 A. 口头表达能力 B. 书面表达水平 C. 英语水平 D. 思维能力 7.信息科技英语文体的特点是第三人称多，被动语态多，专业名词、术语多，非谓语动词多，长句子 多。 A. 第一人称 B. 第二人称 C. 第三人称 D. 三种人称 8.信息科技英语翻译中直译法是最常见的译法之一。 A. 直译法 B. 意译法 C. 合译法 D. 分译法 9.英语中的同一个词，同一词类，在不同场合往往有不同的含义，常常要求译者根据上下文的联系， 以及句型来确定某个词在特定场合下的词义。 A. 词语 B. 词汇 C. 词序 D. 词义 10.所谓增译就是在译文中添加英语原文省略、或原文中无其词而有其意的词语。 A. 省译 B. 增译 C. 顺译 D. 倒译 二、是非题（本大题共10小题，每小题1分，共10分） 1.由于英汉两种语言结构与表达方式的不同，有些句子在汉译时不能逐词对译。（是） 2.英语中有大量动词派生的名词和具有动词意义的名词，均不可以转译为汉语的动词。（非） 3.英语定冠词the表示某一类特定的人或事物中的“某一个”，不可译为“该”、“这个/种”、“那个/种” 等。（非） 4.在代词的翻译中，所谓互换，就是将英语原文句子中的名词（即先行词）与代替该名词的代词，在 翻译时进行相互换为。（是） 5.信息科技英语中理解和翻译数词本身并不难，但当数字在句子中表示各种概念时，要理解和翻译一 些数量概念的句型结构时可能就会遇到困难，甚至有时出现误解、误译等现象。（是） 6.大多数作前置定语和少数作后置定语的形容词以及表语形容词，在翻译时一般可以直接译出，即译 为汉语的定语“的”字结构，也可省略“的”字。（是） 7.当英语的动词转译成汉语的名词时，修饰该英语动词的形容词往往转译成汉语的副词。（非） 8.英语介词在古英语中属于动词，因此在翻译时可将英语介词译为汉语动词。（是） 9.英语的连词从形式上可分为并列连词和从属连词两大类。（非） 10.英语动词有限定性动词与非限定性动词之分，而不定式、动名词和分词三种限定性动词在科技英语 翻译中应引起我们高度重视。（非） 三、句子英汉翻译（本大题共20小题，每小题2分，共40分） 1.Packaged software is developed to serve the specific needs of one user. 软件包的开发只是为某一用户的特定需要服务。 2.After the spring has been closed to its solid height, the compressive force is removed. 弹簧被压缩到并紧高度之后，就没有压力了。 3.The longest light waves we can see are red, the shortest violet, and in between are other colors. 可见光波中最长的是红色，最短的光波是紫色，其他颜色的光波介于这二者之间。 4.Both pumps offer excellent metering performance, high vacuum lift, dry priming capability and no possibility of back-flow. 两类泵还具有良好的计量、高真空提升、干启动以及防回吸等功能。 5.Once it is combined, nitrogen is not chemically inert any longer. 氮气一经化合，在化学上它就变得活泼了。
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 封 线 密
科技英语翻译复习范围(DOC)
科技英语翻译复习范围(DOC)
1. 科技英语的语言特点具体表现 一、大量使用名词化结构 《当代英语语法》（A Grammar of Contemporary）在论述科技英语时提出，大量使用名词化结构（Nominalization）是科技英语的特点之一。因为科技文体要求行文简洁、表达客观、内容确切、信息量大、强调存在的事实。而非某一行为。 Archimeds first discovered the principle of displacement of water by solid bodies. 阿基米德最先发展固体排水的原理。句中of displacement of water by solid bodies 系名词化结构，一方面简化了同位语从句，另一方强调displacement 这一事实。 The rotation of the earth on its own axis causes the change from day to night. 地球绕轴自转，引起昼夜的变化。名词化结构the rotation of the earth on its own axis 使复合句简化成简单句，而且使表达的概念更加确切严密。 If you use firebricks round the walls of the
boiler, the heat loss. Can be considerably reduced. 炉壁采用耐火砖可大大降低热耗。 科技英语所表述的是客观规律，因之要尽量避免使用第一、二人称；此外，要使主要的信息置于句首。 Television is the transmission and reception of images of moving objects by radio waves. 电视通过无线电波发射和接受活动物体的图象。 名词化结构the transmission and reception of images of moving objects by radio waves 强调客观事实，而"谓语动词则着重其发射和接受的能力。 二、广泛使用被动语句 根据英国利兹大学John Swales 的统计，科技英语中的谓语至少三分之一是被动态。这是因为科技文章侧重叙事推理，强调客观准确。第一、二人称使用过多，会造成主观臆断的印象。因此尽量使用第三人称叙述，采用被动语态，例如： Attention must be paid to the working temperature of the machine.应当注意机器的工作温度。而很少说：You must pay attention to the working temperature of the machine .你们必须注
研究生英语期末考试试卷
ad if 命 封 线 密
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? A. To review the impact of women becoming high earners. B. To contemplate the philosophy underlying individualism. C. To examine the trend of young people living alone. D. To stress the rebuilding of personal relationships. Passage Two American dramas and sitcoms would have been candidates for prime time several years ago. But those programs －though some remain popular －increasingly occupy fringe times slots on foreign networks. Instead, a growing number of shows produced by local broadcasters are on the air at the best times. 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 __________ . A. the patenting of domination shows and movies B. the emergence of new commercial networks C. the promotion of cable and satellite pay-television D. the intense competition coming from the outside 8. The phrase “on a shoestring” (Para. 6) most probably means __________. A. in need of capital B. after a fashion C. on second thoughts D. in the interests of themselves 9. The main reason why American dramas and sitcoms are driven out of prime time is that ____. A. they lose competitiveness B. they are not market-oriented C. they are too much priced D. they fall short of audience expectations 10. American studio producers will give thought to production costs __________. A. if they have no access to popular shows B. because their endeavors come to no avail C. since bidding wars are no longer fierce D. as international sales pace slows down Passage Three How shops can exploit people's herd mentality to increase sales 1. 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. If the number is high, he is more likely to select it too.