考试日期：

2015年6月18日

Reading Passage  1  

Title

Corporation  Social Responsibility －a new concept of “market”

企业社会责任－新概念市场   旧

Question types:

1-4  选择

9-13 多选

文章内容

Corporate social Responsibility a new concept of "market"  Maybe Ben & Jerry’s and The Body Shop set themselves up for a fall by  appearing to have a monopoly on making an honest buck. But their struggles  are a lesson on how little we know about the minefield of "ethical"  marketing. The Body Shop, along with the American ice cream maker Ben and  Jerry’s, was hailed as a new breed of green, or environmentally conscious,  business. Ben and Jerry’s A Ben & Jerry’s offers a very sweet benefits  package to employees. First, every one of the 700+ Ben & Jerry’s workers  is entitled to three free pints of ice cream, sorbet or frozen yogurt per day  worked. (Some workers use allotments of their free treats to barter for other  goods and services in town such as haircuts. ) Beyond the freebies, personnel  receive a 50% discount on the company’s frozen goodies, a 40% discount on  merchandise and a further 30%break on non-Ben & Jerry’s foods at company  outlets.

B Workers are further entitled to paid family leave and may take  advantage of the Employee Stock Purchase Program to purchase company stock  (after six months with the organization) at a 15%discount. Beginning in 1998,  316 stock options are awarded to each worker (excluding directors and  officers) and stock is also assigned to each employee’s 401K plan at the end  of the calendar year. These contributions are intended to achieve the  company’s goal of linked prosperity, i. e. to assure that future prosperity  is widely shared by all employees.

C Other benefits include: Health insurance, including coverage for well  baby-care and mammograms Life insurance (twice the employee’s annual salary)

Dental insurance

Long-term  disability plan paying 60% of salary six months after

disability for  duration of disability

Short-term  disability plan paying 60% of salary for six months

Maternity leave  with full pay for six weeks after delivery

The Body Shop

D History of The  Body Shop Anita Roddick started The Body Shop with a mere ￡4, 000 and a dream. With over 1, 900 stores in 50  countries. The Body Shop was founded in 1976 in Brighton, England. From her  original shop, which offered a line of 25 different lotions, creams, and  oils, Roddick became the first successful marketer of body care products that  combined natural ingredients with ecologically-benign manufacturing  processes. Her company’s refusal to test products on animals, along with an  insistence on no exploitative labor practices among suppliers around the  world, appealed especially to upscale, mainly middleclass women, who were and  have continued to be the company’s primary market. As sales boomed, even the  conservative financial markets approved of The Body Shop‘’s impressive profit  picture, and a public stock offering in 1984was successful. An expansion  campaign followed. In 1988 the company entered the U. S. market by opening a  store in New York City, and by 1997 the company boasted 1, 500 stores,  including franchises, in 47 countries. Anti-marketing seemed to be smart  marketing, at least as far as The Body Shop was concerned.

E Part of the  secret of The Body Shop’s early success was that it had created a market  niche for itself. The company was not directly competing against the  traditional cosmetics companies, which marketed their products as fashion  accessories designed to cover up flaws and make women look more like the  fashion models who appeared in their lavish ads. Instead, The Body Shop  offered a line of products that promised benefits other than appearance—healthier  skin, for instance—rather than simply a better-looking complexion. The  company is known for pioneering the natural-ingredient cosmetic market and  establishing social responsibility as an integral part of company operations.  The Body Shop is known for its ethical stances, such as its monetary  donations to the communities in which it operates, and its business  partnerships with developing countries. In 1988 Roddick opened her first  store in the United States, and by that time—through various social initiatives  such as the "Stop the Burn" campaign to save the Brazilian  rainforest (the source of many of the company’s natural ingredients, and  strong support of employee volunteerism—The Body Shop name had become  synonymous with social activism and global preservation worldwide. The  company had also become immensely profitable.

F By the  mid-1990s, however, The Body Shop faced growing competition, forcing it to begin its first major advertising  initiative, the most prominent part of which was the "Ruby" campaign.  The campaign was personified by Ruby, a doll with Rubenesque proportions who  was perched on an antique couch and who looked quite pleased with herself and  her plump frame. Randy Williamson, a spokesperson for The Body Shop, said,  "Ruby is the fruit of our long-established practice of challenging the  way the cosmetic industry talks to women. The Ruby campaign is designed to  promote the idea that The Body Shop creates products designed to enhance  features, moisturize, cleanse, and polish, not to correct ‘flaws. ’ The Body  Shop philosophy is that there is real beauty in everyone. We are not claiming  that our products perform miracles. " G The Competition the Body Shop  lost market share in the late 1990’s to product-savvy competitors that  offered similar cosmetics at lower prices. The main competitors are H20,  Sephora, Bath and Body Works, and Origins. Research Results Research showed  that women appreciate The Body Shop for its ethical standards. They are  pleased by companies with green actions, not promises. The research proved  that The Body Shop has been put on the back burner in many people’s minds:  overcrowded by newer, fresher Brands. Companies like the Body Shop  continually hype their products through advertising and marketing, often  creating a demand for something where a real need for it does not exist. The  message pushed is that the route to happiness is through buying more and more  of their products. Under such consumerism, the increasing domination of  multinationals and their standardised products is leading to global cultural  conformity. Other downfall factors also include misleading the public, low  pay and against unions, exploiting indigenous people ; Also the mass  production, packaging and transportation of huge quantities of goods is using  up the world’s resources faster than they can be renewed and filling the  land, sea and air with dangerous pollution and waste. H The Problem The Body  Shop has used safe and timid advertising over the last decade, decreasing  market share and brand value. With the rise of new, more natural and  environmentally friendly competitors, The Body Shop can no longer stand  behind being the greenest or most natural. The Solution The Body Shop is the  originator of ethical beauty with our actions speaking louder than our words.  This is the new direction of The Body Shop. We will be a part of different  acts of kindness in big cities. We will eliminate unwanted graffiti, purify  city air, and give the customer an opportunity to be a part of something  good.

Reading Passage  2  

Title:

The Culture of chimpanzee

猩猩的文化 旧

Question types:

信息包含 5

判断5

简答 4

14. H

15. J

16. I

17.K

18. G

19.NOT GIVEN

20.TRUE

21.TRUE

22.FALSE

23.FALSE

24.in the 1960s

25.Tanzania

26.obervation

27.culture origin

A

The similarities between chimpanzees  and humans have been studied for years, but in the past decade  researchers have determined that these resemblances run much deeper than  anyone first thought. For instance, the nut cracking observed in the Tai  Forest is far from a simple chimpanzee behavior; rather it is a singular  adaptation found only in that particular part of Africa and a trait that  biologists consider to be an expression of chimpanzee culture.  Scientists frequently use the term “culture” to describe elementary  animal behaviors such as the regional dialects of different populations  of songbirds-but as it turns out, the rich and varied cultural  traditions found among chimpanzees aremsecond in complexity only to human  traditions.

B

During the past two years, an  unprecedented scientific collaboration, involving every major research  group studying chimpanzees, has documented a multitude of distinct  cultural patterns extending across Africa, in actions ranging from the  animals’ use of tools to their forms of communication and social  customs. This emerging picture of chimpanzees not only affects how  we think of these amazing creatures but also alters human beings’  conception of our own uniqueness and hints at ancient foundations for  extraordinary capacity for culture.

C

Homo sapiens and Pan troglodytes have  coexisted for hundreds of millennia and share more than 98 percent of  their genetic material, yet only 40 years ago we still knew next to  nothing about chimpanzee behavior in the wild. That began to change in  the 1960s, when Toshisada Nishida of Kyoto University in Japan and Tane  Goodall began their studies of wild chimpanzees at two field sites in  Tanzania. (Goodall’s research station at Gombe - the first of its  kindis more famous. but Nishida’s site at Mahale is the second oldest  chimpanzee research site in the world.)

D

In these initial studies, as the  chimpanzees became accustomed to close

observation, the remarkable  discoveries began. Researchers witnessed a

range of unexpected behaviors,  including fashioning and using tools, hunting, meat eating, food sharing  and lethal fights between members of neighboring communities. In the  years that followed, other primatologists set up camp elsewhere, and,  despite all the financial, political and logistical problems that can  beset African fieldwork, several of these out- posts became truly  long-term projects. As a result, we live in an unprecedented time, when  an intimate and comprehensive scientific record of chimpanzees’ lives at  last exists not just for one but for several communities spread across  Africa.

E

As early as 1973, Goodall recorded 13  forms of tool use as well as eight

social activities that appeared to  differ between the Gombe chimpanzees and chimpanzee populations  elsewhere. She ventured that some variations had what she termed a  cultural origin. But what exactly did Goodall mean by “culture”?  According to the Oxford Encyclopedic English Dictionary, culture is  defined as “the customs and achievements of a particular time or  people.” The diversity of human cultures extends from technological  variations to marriage rituals, from culinary habits to myths and  legends. Animals do not have myths and legends, of course. But they do  have the capacity to pass on behavioral traits from generation to  generation, not through their genes but by learning. For biologists, this  is the fundamental criterion for a cultural trait: it must be something  that can be learned by observing the established skills of others and  thus passed on to future generations.

F

What of the implications for  chimpanzees themselves? We must highlight the tragic loss of  chimpanzees, whose populations are being decimated just when we are  at last coming to appreciate these astonishing animals  more completely. Populations have plummeted in the past century and  continue to fall as a result of illegal trapping, logging and, most  recently, the bushmeat trade. The latter is particularly alarming:  logging has driven roadways into the forests that are now used to  ship wild animal meat, including chimpanzee meat, to consumers as far  afield as Europe. Such destruction threatens not only the animals  themselves but also a host of fascinatingly different ape cultures.

G

Perhaps the cultural richness of the  ape may yet help in its salvation, however. Some conservation efforts  have already altered the attitudes of some local people. A few  organizations have begun to show videotapes illustrating the cognitive  prowess of chimpanzees. One Zairian viewer was heard to exclaim, “Ah,  this ape is so like me, I can no longer eat him.”

H

How an international team of  chimpanzee experts conducted the most

comprehensive survey of the animals  ever attempted. Scientists have been investigating chimpanzee culture  for several decades, but too often their studies contained a crucial  flaw. Most attempts to document cultural diversity among chimpanzees  have relied solely on officially published accounts of the behaviors  recorded at each research site. But this approach probably overlooks a  good deal of cultural variation for three reasons.

I

First, scientists typically don’t  publish an extensive list of all the activities

they don’t see at a particular  location. Yet this is exactly what we need to know-which behaviors were  and were not observed at each site. Second, many reports describe  chimpanzee behaviors without saying how common they are; without this information,  we can’t determine whether a particular action was a once-in-a-lifetime  aberration or a routine event that should be considered part of the  animals’ culture. Finally, researchers’ descriptions of  potentially significant chimpanzee behaviors frequently lack sufficient  details, making it difficult for scientists to work at

other spots to record the presence  or absence of the activities.

J

To remedy these problems, the  two of us decided to take a new approach. We asked field  researchers at each site for a list of all the behaviors they  suspected were local traditions. With this information in hand, we  pulled together a comprehensive list of 65 candidates for cultural  behaviors.

K

Then we distributed our list to the  team leaders at each site. In consultation with their colleagues, they  classified each behavior in terms of its occurrence or absence in the  chimpanzee community studied. The key categories were customary behavior  (occurs in most or all of the able-bodied members of at least one age or  sex class, such as all adult males), habitual (less common  than customary but occurs repeatedly in several individuals), present  (seen at the site but not habitual), absent (never seen), and unknown.

L

The extensive survey turned up no  fewer than 39 chimpanzee patterns of behavior that should be labeled as  cultural variations, including numerous forms of tool use, grooming  techniques and courtship gambits, several of which are illustrated  throughout this article. This cultural richness is far in excess of  anything known for any other species of animal. Today’s lesson  includes a demonstration of how to crack open a coulanut. A mother  chimpanzee in the Tai Forest of Ivory Coast uses a stone hammer to  cleave a nut while a youngster watches. Not all chimpanzees in this area  have developed this behavior. On the eastern bank of the Sassandra-N’Zo  River, chimpanzees do not crack nuts even though members of the same  species on the other side of the river, just a few miles away, do.

文章分析

这篇是动物类经典话题，题型考察了信息包含，判断与简答，题型搭配难度适中。话题类别类似可以参照：C7TEST3PASSAGE1。

Reading Passage  3  

Title:

Appearance and personality

性格与长相  新

Question types:

判断 4

选择 5

完成句子 4

文章内容

类似文章：

The history of science could have been so different. When  Charles Darwin applied to be the "energetic young man" that Robert  Fitzroy, the Beagle's captain, sought as his gentleman companion, he was  almost let down by a woeful shortcoming that was as plain as the nose on his  face. Fitzroy believed in physiognomy - the idea that you can tell a person's  character from their appearance. As Darwin's daughter Henrietta later  recalled, Fitzroy had "made up his mind that no man with such a nose  could have energy". Fortunately, the rest of Darwin's visage compensated  for his sluggardly proboscis: "His brow saved him."

The idea that a person's character can be glimpsed in their face  dates back to the ancient Greeks. It was most famously popularised in the  late 18th century by the Swiss poet Johann Lavater, whose ideas became a  talking point in intellectual circles. In Darwin's day, they were more or  less taken as given. It was only after the subject became associated with  phrenology, which fell into disrepute in the late 19th century, that  physiognomy was written off as pseudoscience.

Now the field is undergoing something of a revival. Researchers  around the world are re-evaluating what we see in a face, investigating  whether it can give us a glimpse of someone's personality or even help to  shape their destiny. What is emerging is a "new physiognomy" which  is more subtle but no less fascinating than its old incarnation.

First impressions are highly influential, despite the well-worn  admonition not to judge a book by its cover. Within a tenth of a second of  seeing an unfamiliar face we have already made a judgement about its owner's  character - caring, trustworthy, aggressive, extrovert, competent and so o.  Once that snap judgement has formed, it is surprisingly hard to budge. What's  more, different people come to strikingly similar conclusions about a  particular face - as shown in our own experiment.

People also act on these snap judgements. Politicians with  competent-looking faces have a greater chance of being elected, and CEOs who  look dominant are more likely to run a profitable company. Baby-faced men and  those with compassionate-looking faces tend to be over-represented in the  caring professions. Soldiers deemed to look dominant tend to rise faster  through the ranks, while their baby-faced comrades tend to be weeded out  early. When baby-faced men appear in court they are more likely than their  mature-faced peers to be exonerated from a crime. However, they are also more  likely to be found guilty of negligence.

There is also a well-established "attractiveness  halo". People seen as good-looking not only get the most valentines but  are also judged to be more outgoing, socially competent, powerful, sexually  responsive, intelligent and healthy. They do better in all manner of ways,  from how they are greeted by other people to how they are treated by the  criminal justice system.

Is there any substance to such snap judgements? Are  dominant-looking people really more dominant? Are baby-faced people naive?  Are we electing the most competent leaders, or simply people who look the  part? As psychologist Alexander Todorov of Princeton University points out,  the fact that different people come to remarkably similar conclusions about a  particular face is very different from saying there is a correspondence  between a face and something real in an individual's personality.

There is, however, some tantalising evidence that our faces can  betray something about our character. In 1966, psychologists at the  University of Michigan asked 84 undergraduates who had never met before to  rate each other on five personality traits, based entirely on appearance, as  they sat for 15 minutes in silence.For three traits - extroversion,  conscientiousness and openness - the observers' rapid judgements matched real  personality scores significantly more often than chance.

More recently, researchers have re-examined the link between  appearance and personality, notably Anthony Little of the University of  Stirling and David Perrett of the University of St Andrews, both in the UK.  They pointed out that the Michigan studies were not tightly controlled for  confounding factors: the participants could have been swayed by posture,  movement, clothing and so on. But when Little and Perrett re-ran the  experiment using mugshots rather than live subjects, they also found a link  between facial appearance and personality - though only for extroversion and  conscientiousness .

While these experiments suggest that our snap judgements of faces  really do contain a kernel of truth about the personality of their owner,  Little stresses that the link is far from clear-cut. He and Perrett only  found a correlation at the extremes of personality, and other studies looking  for links with different aspects of personality have failed to find any  association at all. The owner of an "honest" face, for example, is  no more likely to be trustworthy than anyone else. What is also not fully  understood is why we make facial judgements so readily. Is there an evolutionary  advantage to judging books by their covers? Little suggests that because  these judgements are so rapid and consistent - and because they can indeed  reveal aspects of personality - it is likely that evolution has honed us to  pick up on the signals.

Support for this, and the kernel of truth idea, has come from a  study of 90 ice-hockey players published late last year by Justin Carré and  Cheryl McCormick of Brock University in Ontario, Canada. They found that a  wider face in which the cheekbone-to-cheekbone distance was unusually large  relative to the distance between brow and upper lip was linked in a  statistically significant way with the number of penalty minutes a player was  given for violent acts including slashing, elbowing, checking from behind and  fighting.

难度分析

本场考试话题分别涉及商业，动物与人文类，题型设置常规，选择题比重有所增加，考生要继续加强对单多选题目的练习。三篇文章两旧一新，考生应加强对经典话题的举一反三能力。