Unit 5 Creativity and Innovation
新版大学英语(三)(Unit 5)
Key Words (paras 4-8)
• 7. innovation (n.) – 革新；创新(para 6) • E.g. The duty of every teacher is to encourage creativity and innovation in the classroom. • 8. upcoming (adj.) (only before noun) – 即 将来临的；即将发生的 (para 6) • E.g. I feel very confident about the upcoming debate because I believe that I can defeat my opponent’s argument easily.
Key Words (paras 4-8)
• 1. prone (adj.) – 易于发生某事(尤指不好或有害 的事)的；很可能…的；有…倾向的 (para 4) • E.g. Most children are prone to junk food. • 2. dedicate (vt.) – (为某一目的而) 使用 • E.g. The newspaper dedicated three whole pages to pictures of the princess. (para 4) • 3. foster (vt.) – 促进；培养；助长(para 5) • E.g. All classroom practice will be geared to encouraging and fostering not only students’ learning habits but also students’ creativity.
Key Words (paras 1-3)
高级综合商务英语彭青龙UnitCreativityandInnovation
Creativity and Innovation
1. Lead-in 2. Text A: The Postmodern Craving for
Creativity 3. Text B: Design Thinking
Lead-in Discussion
1）What’s the difference between Creativity and Innovation? Read the next two slides for some clues.
Lead-in Discussion
3) What’s the meaning of “think outside the box”?
In a poll, “think outside the box” has been voted Britain’s most despised business jargon. What do you think is the possible reason?
For example, ipad has attracted billions of loyal customers with its cutting-edge, user-centered design. Thanks to its creative prowess, Apple’s ipad is now a 7 billion dollar business around the world.
Part I
Notes
Radiator Springs
Radiator Springs was once a popular rest area. However, in the early 1960’s, Interstate 40 built nearby greatly decreased traffic.
外研社版学术英语综合Unit5译文
第五单元哲学Text A机器人有没有头脑？奎迈·安东尼·阿皮亚电脑在当今很多电影中都担当主演，它们有的能用合成的声音说话，有的则在屏幕上显示一连串文字；有的能够操作太空飞船；有的作为机器人的“首脑”，控制着它们自己的“身体”。
人与它们对话，它们不仅能够理解，还能够与人类互相问候，交换信息。
当然，以上这些到目前为止都还只属于科幻小说的情节。
但是，现实中的电脑协助律师办理案件，医生诊断病情，还能帮助工程师检测原子反应堆的状态。
无论是想象中的还是现实的电脑都足以让我们的祖父母惊奇不已，他们之前也许认为那些只能通过魔术实现。
然而，我们大多数人对此都已经习以为常，认为这在硅时代都是理所当然的事情。
当然，怀疑是仍旧存在的。
我们人类总自认为自己是很特殊的存在，并假设物质世界与精神世界存在某些对立。
如果电脑真的是一个“物质思维”，那么人类不仅必须重新认识这种特殊性，而且还会用自己创造的东西将它摧毁。
我们应当小心避免这样的想法，直到真正地对这个问题进行深入思考。
不管我们外表表现地多么自然，对于电脑会思考，能做事表现得理所当然，但是我们终归不该这样假设。
在哲学中我们常会发现，那些通常被人们认为是理所当然的事情——那些“常识”——往往会阻碍我们对事情的正确理解。
因此，让我们来看一下我在第一段关于电脑的描述是否准确。
我说过它们能够说话。
但是它们真的能像人类一样表达自己吗？甚至说它们能够做一些类似于讲话的事情都有些牵强。
因为磁带录音机也可以做到，但是它们并不能说话。
当人类说话时，他们用所说的话的内容来表达自己的意思。
为了表达意思，则需要具备理解句子的能力。
当然，我之前也提到电脑能够理解人类对它们说的话。
但它们是真的理解了吗？它们是将我们讲话的声音被转换成了电脉冲，又通过电脑的电路，利用音响合成器发出声音。
人类非常聪明，能够设计出完成这件事情的机器，但是我们有什么证据证明机器是真正理解了呢？一台机器可以具备理解能力吗？关于这个问题，有两个显而易见的答案。
unit 5浙大版翻译
Translation
2.The studies seek to take the study of creativity out of the laboratory and to focus not just on brilliant achievements in the arts and sciences but also on creative acts in all realms of life, from gardening to running a business. (para. 2)
Translation
1.The propensity for inventive flair is the subject of new studies by psychologists who are investigating the role of creativity in the everyday lives of ordinary people.(para. 1)
Translation
6 Those people with some creative involvement, as measured by the scale, display innovations that are quite usual, such as hobbies of knitting or photography, or a baker who occasionally came up with a new recipe. 正如这种尺度衡量的，具相当创造力的人展现的创新能 力是很平常的，比如编织或摄影爱好，或者一个偶尔想 出一个新食谱的烘焙师。 7 “The link between creativity and mood disorders is not limited to a handful of eminent people, or to a few fields such as the fine arts, but can be seen at lesser levels in millions of others,” Dr. Kinney said. 金尼博士说：“这种创造性与情绪失常之间的联系不局 限在少数杰出人群中，或者像艺术这样的一些领域里， 而是在成百上千万的其他人群里都有轻微程度的表现。
Unit 5 Innovation
Unit 5 InnovationTeaching Contents: Unit 5Teaching Aims:----The purpose of this section is to arouse students’ interest in the theme of the unit and to reactivate their relevant background knowledge so as to better prepare them for the succeeding tasks.---- the purpose of this section is to arouse students’ interest in the theme of the unit. Reactivate their relevant background knowledge and elicit their opinions on the related topics so as to better prepare them for the succeeding tasks.Teaching Times: Nine classesTeaching Type: LectureTeaching Important Points:----Text organization----learn some scientific breakthroughs-----some important wordsTeaching procedures:Step 1 : Background information1.What is distance learning?Distance learning is one of the most dramatic technology-based changes occurring in education today. Communication technology enables learners to receive instruction despite geographic and timedisparities that would make traditional classroom instruction impossible.Distance instruction is learner-centered, that is, it enables learners to tailor the instruction that they are receive to meet their individual needs. Some distance program mes use print media, some use telecommunications, and many use both, but geographic and time separation of the student and the teacher is a fundamental characteristic of distance education. Multimedia instruction with networked computers, video systems, or television may be used to connect the local classroom to learners at a distance.2.Why is distance learning used around the world?There is a tremendous shortage of classrooms, qualified teachers, and instructional materials. Distance education has the potential to contribute to national reconstruction by providing economically feasible educational opportunities to people in disparate geographic regions.In response to rapid population growth and a high cost per capital for higher education, China developed a national distance learning programme for higher education in the late1970s and early 1980s.Step 2 text organizationParagraph 1: Eddy, a junior in Duke University, missed his macroeconomics lecture for a research trip to Puerto Rico, but he made up for the loss by downloading the lecture from the Internet, which is prepared and uploaded by the professor.Paragraph2-6: Opinions are divided as to the impact of “course casting”on the traditional classroom teaching. Popular as “course casting” is with the students, the parents and the professors are expressing doubts and concerns.Paragraph 7-8: To cope with the threat to the traditional classroom teaching brought by “course casting” , professors are finding ways to harness its full potential while securing high attendance rates. Language studySweat v.1.To have drops of salty liquid coming out through your skin because you are hot, ill, frightened, or doing exercise2.To work hard3.n. Drops of salty liquid that come out through your skin when you are hot,frightened,or doing exerciseSupplement n.1.Something that you add to something else to improve it or complete2.an additional part at the end of a book, or a separate part of a newspaper, magazine3.a amount of money that is added to the price of a service, hotel room Convert v.1.To change into a different form of thing, or to change something so that it can be used for a different purpose or in a different way.2.To persuade someone to change to a different religion3.To change to a different set of ideas, principles, or ways of doing somethingStep 3 reading comprehensionAnswer the following questions.1)How do you define “course casting”?2)Why is “course casting” so popular with students?3)How does a student benefit from showing up for lectures regularly?4)What are the drawbacks of large, introductory courses?5)Given that their lectures are available online, how do professors ensure high attendance rates?Step 4 Group activityRead the following descriptions and match the pictures with them.A.Which ones do you think are beneficial to humans? Which ones aren’t? why? one or two electronic inventions in the past few years and discuss their features.C.What are the advantages and disadvantages of the Internet?Step 5 text BRead the following descriptions and match the pictures with them. Among these world’s greatest inventors, who do you admire most? Why? Can you name a few inventions of Thomas Editions which are still widelyused today?Language study:V olume n.1.The level of sound produced by a television, radio, etc., or the switch or other device controlling this2.One in a set of related booksMount v.1.To plan, organize and begin an event or a course of action2.To increase gradually in amount or degree3.To get on a horse or bicycle4.To go up a step or stairsn. Used as part of the name of a mountainTap v.1.To hit your fingers lightly on something, for example to get someone’s attention2.To make a regular pattern of sounds with your fingers or feet, especially when you are listening to music3.To use or take what is needed from something such as an energy supply or an amount of money4.To listen secretly to someone’s telephone by using a special piece of electronic equipmentn. An act of hitting something lightly, especially to get someone’sattentionWriting skills: Development by DefinitionThis unit discusses how to develop a paragraph by definition. On many occasions, students have to provide a definition for the topic they are discussing before they can discuss it meaningfully, and it is especially so for concepts of which people hold different understanding, such as success or happiness.Developing a paragraph by definition is a more abstract approach than using the time or space order,and therefore more challenging to beginners of writing. If teachers find that students are not interested or confident in this type of development, they need to , on one hand, reemphasize the usefulness of this type of development, and on the other, start with some simple topics to build up students’ confidence. The two examples in the student’s book are of varying difficulty. Teachers are suggested to have students study them one by one.To write effective definition paragraphs, students should pay attention to the following points:●Checking as many sources as they can beforehand;●Stating clearly what they are defining;●Using exact words;●Making sure the definition can clearly distinguish the concept;●Avoiding just quoting from other people or dictionaries;●Providing examples to make the definition vivid;●Saying “what it is” is better than “what it is not”. Practical writing: letter of complaint。
人文英语3unit5边学边练参考答案
人文英语3unit5边学边练参考答案人文英语3 Unit 5 边学边练参考答案一、词汇练习1. 根据上下文，选择正确的单词填空。
- (a) The artist's latest work has been widely appreciated for its unique style.- (b) The cultural festival attracted visitors from all over the world.- (c) The diverse range of activities catered to different interests.- (d) The innovative approach to teaching has been praised by the education community.2. 根据句子意思，填写适当的单词。
- (a) The heritage site has been preserved for its historical significance.- (b) The philosophy of the company is to provide quality products and services.- (c) The tradition of celebrating the festival dates back centuries.- (d) The identity of the artist is closely tied to her cultural background.二、语法练习1. 将下列句子改写为被动语态。
- (a) The committee will discuss the issue at the next meeting. → The issue will be discussed by the committee atthe next meeting.- (b) People have translated this book into many languages. → This book has been translated into many lan guages by people.- (c) They will publish the report next month. → Thereport will be published next month.- (d) Someone has already seen the film. → The film has already been seen by someone.2. 用正确的时态填空。
创新大学英语教案
课程名称：大学英语年级：大学一年级授课时间：2课时教学目标：1. 提高学生的英语听说能力，培养学生运用英语进行日常交流的能力。
2. 培养学生的创新思维，激发学生的学习兴趣。
3. 培养学生的自主学习能力，提高学生的英语水平。
教学内容：1. 词汇：重点词汇：innovation，creativity，innovation，inspire，motivate。
2. 句型：What do you think of...? How do you feel about...? What areyour suggestions for...?3. 听力：关于创新和创意的英文演讲。
4. 阅读：一篇关于创新和创意的英文短文。
5. 口语：小组讨论关于创新和创意的话题。
教学过程：第一课时：一、导入1. 教师通过PPT展示创新和创意的相关图片，引导学生思考什么是创新和创意。
2. 学生分享自己对创新和创意的理解。
二、词汇学习1. 教师讲解重点词汇：innovation，creativity，innovation，inspire，motivate。
2. 学生通过小组讨论，用所学词汇造句。
三、听力训练1. 教师播放关于创新和创意的英文演讲，学生边听边做笔记。
2. 学生分享听到的内容，并用自己的话概括演讲的主要观点。
四、阅读理解1. 教师发放关于创新和创意的英文短文，学生阅读并完成课后练习。
2. 学生分享阅读心得，教师点评。
第二课时：一、口语训练1. 学生分组讨论关于创新和创意的话题，如：创新在生活中的应用、如何激发创意等。
2. 每组选派一名代表进行发言，其他组员进行补充和提问。
二、总结与拓展1. 教师总结本节课的学习内容，强调创新和创意的重要性。
2. 学生分享自己在课堂上的收获和体会。
3. 教师布置课后作业：写一篇关于创新和创意的英语短文，字数不限。
教学评价：1. 学生在课堂上的参与度、发言质量。
2. 学生对创新和创意的理解程度。
Unit 5 Creativity and Innovation
Structural Analysis
Para. Para. 1-4
Main Topics
Para. 5-10
Para. 1118
Structural Analysis
Para.
Main Topics
Para. 1-4 The evolution of people’s perception about creativity in industrial and commercial sectors.
Para. 5-10 The growing societal attraction to creativity in a post-modern world.
Para. 11- Consumer preference for energy brands
18
characterized by creative bisociation.
• cost-effective • get enough return
Lead-in Discussion
2) How can breakthrough products avoid failure?
• Many managers want their organizations to develop breakthrough products and ask their R&D departments to come up with the equivalent of the iPod or iPhone.
a. The Apple Newton personal digital assistant promised but failed to recognize handwriting.
商务英语实训教程上册上册 unit 5 Stimulation and Innovation教师参考
10. expenditure [iks'penditʃə] 例句1：The clerk reckoned the expenditure last week with an abacus. 那 位职员用算盘将上周的花销计算出来。 例句2：My expenditure is conditioned by my income我的支出受我的收 入限制。
14. motivate ['məutiveit; 'məutə.veit] 例句1：Train and motivate a sale staff of eighteen.招收和培训了18个销 售人员。 例句2：Able to manage, train and motivate the team.有管理、培训及激 励团队的能力。
7. consequent ['kɔnsi.kwent] 例句1：Trade depression was consequent on economic crisis.经济危 机引起了贸易萧条。 例句2：This is due to its inflation and consequent unemployment.这是由 通货膨胀以及随之而来的失业造成的。
3. approach [ə'prəutʃ] 例句1：He is systematic in his approach to work.他工作起来井井有 条。 例句2：Workers, above all, will know how to approach the problem correctly. 工人们最懂得怎样正确地处理这个问题。
Creativity Creativity and Innovation Management
When it comes to success, creativity and innovation are two of the most important factors that can make or break an organization. In today’s fast-paced, technology-driven world, staying ahead of the competition requires constant innovation and a willingness to think outside the box.Creativity is the ability to come up with new and original ideas, while innovation is the ability to turn those ideas into reality. Together, these two qualities can help organizations to develop new products, services, and processes that can revolutionize entire industries.One of the keys to fostering creativity and innovation is to create a culture that encourages experimentation and risk-taking. This means giving employees the freedom to explore new ideas, even if they seem unconventional or risky. It also means rewarding those who take risks and come up with successful new ideas, rather than punishing those who fail.Another important aspect of fostering creativity and innovation is to encourage collaboration and diversity. When people from different backgrounds and with different perspectives come together, they can bring new insights and ideas to the table. By encouraging collaboration and diversity, organizations can tap into the collective intelligence of their employees and drive innovation.In addition, organizations can also foster creativity and innovation by investing in research and development. This means setting aside resources and time for employees to experiment with new ideas and technologies. By investing in R&D, organizations can stay ahead of the curve and develop new products and services that can give them a competitive edge.Finally, it’s important to remember that creativity and innovation are not one-time events, but ongoing processes. Organizations must constantly be on the lookout for new ideas and opportunities, and be willing to adapt and evolve as the market changes. By embracing a culture of creativity and innovation, organizations can ensure their long-term success in an ever-changing business landscape.In conclusion, creativity and innovation are essential qualities for any organization that wants to succeed in today’s fast-paced, technology-driven world. By fostering a culture of experimentation, collaboration, and investment in R&D, organizations can develop new products, services, and processes that can revolutionize entire industries. With creativity and innovation at the forefront, the possibilities for growth and success are endless.。
Creativity and Innovation
Creativity and innovation are two essential components that drive progress and success in today's world. They are often used interchangeably, but they are distinct concepts that work togetherto bring about positive change and advancement in various fields. Creativity is the ability to generate new and unique ideas, to think outside the box, and to approach problems and challenges fromdifferent perspectives. It involves breaking away from traditional thinking patterns and exploring new possibilities. Creativity can manifest in a wide range of forms, including art, literature, music, design, and even in problem-solving in business and science.On the other hand, innovation is the process of implementingcreative ideas to create value. It involves taking those novel ideas and turning them into tangible and practical solutions, products, or services. Innovation requires not only creativity but also strategic thinking, resourcefulness, and the willingness to take risks. It can lead to groundbreaking discoveries, revolutionary technologies, and improved processes that drive progress and growth.Together, creativity and innovation form a powerful synergy that fuels advancement and drives positive change. They are essential for businesses to stay competitive in the market, for scientists to make breakthroughs, for artists to create impactful work, and for society to progress as a whole.In today's rapidly evolving and increasingly complex world,fostering creativity and promoting innovation is more important than ever. Organizations and educational institutions are recognizing the value of nurturing these skills in individuals to prepare them for the challenges of the future.Encouraging creativity and fostering a culture of innovation canlead to numerous benefits, including increased productivity, enhanced problem-solving abilities, improved adaptability to change, and the development of cutting-edge products and services. Moreover, it can lead to a more fulfilling and engaging work environment, as individuals are empowered to think creatively and contribute to meaningful change.In conclusion, creativity and innovation are indispensable driversof progress and success. By embracing and cultivating thesequalities, individuals and organizations can unlock newopportunities, solve complex problems, and ultimately shape abrighter future for themselves and society as a whole.。
[课程]Unit5CreativityInnovation高级综合商务英语课后答案
![[课程]Unit5CreativityInnovation高级综合商务英语课后答案](https://img.taocdn.com/s3/m/50ccff4dbf23482fb4daa58da0116c175f0e1e7a.png)
Unit 5 Creativity and InnovationLead-in2. Case Study1) E2) Alex personifies important characteristics of a new world where creative consumers have unprecedented technology at their fingertips to envision ambitious dreams.Text AI.Reading Comprehension1. Determine whether the following statements are true or false. Write a T for true, an F for false, and an NG for not given.1) T 2) F 3) NG 4) F 5) T 6) F 7) T 8) NG 9) T 10) T2. Essay Questions1) Radiator Springs is implicative of the power of creativity from two perspectives. Firstly, the depiction of Radiator Springs in the animated movie Cars sprang from the imagination of Pixar, the animation house renowned for its creativity in filmmaking. Secondly, in the movie Cars, Radiator Springs is symbolic of the pure creativity instilling energy and enthusiasm into what used to be considered obsolete and dead.2) Modernism intoxicated us with the idea that we are on the way to a brighter future in the light of material possessions. It reassures us that we deserve the progress and improvement by material acquisition. Postmodernism dismisses what is taken for granted by modernism. With the dawning of the postmodern era, Western culture is involved in a state of turbulence due to the loss of a centralized principle. We are led astray by complexity, cynicisms and doubt in our quest of purpose and meaning of life. Consumerism and materialism offer no elixir for our bewilderments.3) In the postmodern era of amazing technology and knowledge-based progress, there is a significant negative correlation between happiness and material wealth. Many studies have shown that the material wealth doesn’t spontaneously give rise to happiness. On the contrary, people find energy brands imbued with creativity irresistible because they feel delighted, inspired, elevated, empowered and amused. Creativity brings consumers a sense of well-being, the perception of a joyous life and the belief in a brighter future ahead.4) An incremental idea refers to an innovative idea that employs existing technology and aims at a regular improvement in existing processes, products and services. On the contrary, an exponential idea can produce radical innovations embracing breakthrough technologies and targeting dramatic performan ce improv emen t.5) Following the lure of creative brands, consumers get more actively involved in building deeper and more meaningful relationships with energy brands. They soberly stay away from blind consumerism and give priority to brands that continuously surprise, inspire, and lead them forward.II.Vocabulary1. Blank-filling: Complete the following sentences with the words given in the box. Change the form when necessary.1) diversions 2) sprang from 3) instill 4) paradigms 5) depopulated 6) posited 7) proclaims 8) subliminally 9) suspend 10) perpetu ate 2. W ord Derivation1) elusive 2) hypocritical 3) skeptical 4) subtlety 5) inspiration al III.Paraphrasing1.Rewriting: Rewrite the underlined part of each sentence in your own words.1) Creativity is now an economic force, reshaping the work world, sending the Industrial Age on to the next step.2) The advantage of being creative is now where competitive advantage is achieved through amazing innovation and thought bringing about a radical change to accepted patterns.3) Y et we’ve found that creative brands go beyond their disbelief of marketing, allowing them to believe without feeling hypocritical, thus resolving this conflict.4) In some ways, creativity acts as a quality or element, a sprinkling of which makes life more delightful for some unknown reasons.5) Innovation experts have long expressed their support for the opinion that innovations must supply motive force for th e corporation s in th e fu ture.2.Sentence Transformation: Complete the following sentences based on the structures given.1) Today it is increasingly widely recognized that creativity, art, and culture are far more than a mere ornament.2) Like Radiator Springs, Creative industries brought into White River Junction, V ermont and Pittsfield have led these old factory cities to start a revival process.3) Intellectually and spiritually, no longer do we feel we understand the human purpose; day by day, many of us escape the understanding of how to derive meaning out of life.4) The spirit of irresistible brands involves creativity as an integral part.5) They would rather take their reference from the future, where nothing is impossible, than take it from the past.IV.Translation1. Sentence Translation1) 温泉镇探寻到的创新之路吸引人们和商业重新回到了这个一度变为鬼城的小镇, 使它恢复了往日的时运，从这个例子我们见识到完美的创造力。
Unit 5 Creativity and Innovation ppt课件
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Types of innovation
• market innovation • product innovation • management innovation • technological innovation
ppt课件
8
Market innovation
• 王老吉 • 非常可乐 • Red bull
ppt课件
20
Lead-in Innovative Inventions
Selfperfuming business suit
Alarm clock that runs away from you
ppt课件
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Lead-in Discussion
2. Breakthrough products fail to satisfy customer needs and meet customer expectations.
A recent survey found that of the hundreds of new food and beverage products introduced in the last few years in the US, 90% had failed (and were withdrawn from supermarkets within 3 months of launch).
ppt课件
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Innovation has cost.
• cost-effective • get enough return
ppt课件
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Lead-in Discussion
2) How can breakthrough products avoid
创意与创新英文 Creativity and Innovation
…Personality Traits of
Creative People
Have broad interests Are energetic Drive to achieve Love their work Take risks
Cognitive Creativity Skills
Characteristics of Creative People
Personality Traits of Creative People
Persistence Self-confidence Independence Attraction to complexity Tolerance of ambiguity Intuitiveness
How Can Organizations Foster Creativity?
Hire creative & diverse workforce Provide resources Design complex & esp. time challenging jobs
Set clear org. goals
Innovation - Defined
Innovation is the implementation of new ideas at the individual, group or organizational level
Creativity - Defined
Creativity is the development of ideas about products, practices, services, or procedures that are novel and potentially useful to the organization
高级综合商务英语-Unit-5-Creativity-and-Innovation
A recent survey found that of hundreds of new food and beverage products introduced in the last few years in the US, 90% had failed (and were withdrawn from supermarkets within 3 months of launch).
Lead-in Discussion
1. Breakthrough products sometimes fail because they do not function correctly.
a. The Apple Newton personal digital assistant promised but failed to recognize handwriting.
高级综合商务英语-Unit-5Creativity-and-Innovation
高级综合商务英语-Unit-5Creativity-and-Innovation
Lead-in Discussion
1）What’s the difference between Creativity and Innovation? Read the next two slides for some clues.
• Many managers want their organizations to develop breakthrough products and ask their R&D departments to come up with the equivalent of the iPod or iPhone.
Unit5 Creativity&Innovation 高级综合商务英语
• • • • • • •
• • •
Unit 5 (Previewing) 社区服务 劳工统计局 世界领先者 后现代主义 基本人权 LCD a dead and depopulated town cynicism suspend disbelief negative correlation
2014-11-30
Unit 5 (Previewing) community service Bureau of Labor Statistics a world leader postmodernism birthright 液晶显示屏 人烟稀少、死气沉沉的小镇 玩世不恭, 愤世嫉俗 抛开怀疑；停止怀疑 负相关
Quiz
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• • • • • • • • Unit 4 (Reviewing) circuit board eschew formal medical treatment a floundering Apple milk old successes call the shots 销售部 程序图标 被痛骂一顿 大众市场 权宜之计
• Paras. 1-4 The evolution ห้องสมุดไป่ตู้f people’s perception about creativity in industrial and commercial sectors. • Paras. 5-10 The growing social attraction to creativity in a postmodern world. • Paras. 11-18 Consumer preference for energy brands characterized by creative bisociation.
unit5_Creative_Minds
• 1- a • 2- d • 3- e • 4- i • 5- f • 6-j • 7-g • 8-b
Tape script
• People in England made the first computer. It was built in 1943. It was made to help England understand secret messages during World War II.
C:
• key words: • Design; patent; introduce; develop; appear;
born; invent; create • Vocabulary:
paper clip: 回形针，曲别针，纸夹 • Patent：专利（权）；专利证 • Adhesive：able to stick fast to a surface or
• The first mechanical clock was invented in China. It was invented in the year 725over1,250 years ago.
• People think Africans created the first puppets. Actually, no one is sure, but puppets were probably created to help tell stories.
Tape script:
• Dynamite, the improved explosives with great safety, was invented in 1866 by the Swedish chemist Alfred Bernhard Nobel. He established a fund to provide annual awards called Nobel Prizes, in the sciences, literature, and the promotion of international peace.
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Unit5 Creativity and Innovation Creativity is now an economic force, reshaping the work world, putting the Industrial Age to bed. Creativity is now an economic force, reshaping the work world, sending the Industrial Age on to the next step.The creative edge is now where competitive advantage is achieved through startling innovation and paradigm-shifting thought.The advantage of being creative is now where competitive advantage is achieved through amazing innovation and thought bringing about a radical change to accepted patterns.Yet we've found that creative brands transcend their skepticism of marketing, allowing them to believe with no sense of hypocrisy, thus resolving this conflict.Yet we’ve found that creative brands go beyond their disbelief of marketing, allowing them to believe without feeling hypocritical, thus resolving this conflict.In some fashion, creativity acts as a quality or ingredient that, when sprinkled over life, inexplicably makes it more joyous.In some way, creativity acts as a quality or element a sprinkling of which makes life more delightful for some unknown reasons.Innovation experts have long beat the drum that innovation must drive corporations of the future. Innovation experts have long expressed their support for the opinion that innovations must provide driving force for the corporations in the future.Today there is growing recognition that creativity, art and culture are far more than just decorative. Today it is increasingly widely recognized that creativity, art, and culture are far more than diversions.Like Radiator Springs, old factory cities like White River Junction, Vermont and Pittsfield, once thought dead and depopulated, have started a revival process based on bringing in creative industries. Like Radiator Springs, creative industries brought into White River Junction, Vermont and Pittsfield have made these old factory cities start a revival process.Intellectually and spiritually, we no longer feel we understand the human purpose; deriving meaning out of life eludes many of us day by day.Intellectually and spiritually, no longer do we feel we understand the human purpose; day by day, many of us escape the understanding of how to derive meaning out of life.Creativity is embedded in the spirit of irresistible brands.The spirit of irresistible brands includes creativity as an integral part.They don't take their reference from the past; they take it from the future, where anything is possible. They would rather take their reference from the future where nothing is impossible, than take it from the past.1.exemplify (Para. 1) [常用被动态]1) to be a typical example of sth是…的典型（或典范、榜样）Her early work is exemplified in her book, ‘A Study of Children's Minds ’.她的《儿童思维研究》一书是她早期的代表作。
His food exemplifies Italian cooking at its best.他的菜肴代表了意大利烹饪的最高峰。
2)to give an example in order to make sth clearer 举例说明；例证；例示SYN. illustrateShe exemplified each of the points she was making with an amusing anecdote.她的每一个论点都用一个轶闻趣事来说明。
2. diversion (Para. 2)1）[UN] the act of changing the direction that sb./sth. is following, or what sth. is used for转向；转移；偏离the diversion of funds from the public to the private sector of industry资金从公有企业向私有企业的转移2)[CN] something that takes your attention away from sb/sth while sth else is happening转移视线（或注意力）的事物A smoke bomb created a diversion when the robbery took place.劫案发生时，一枚烟雾弹转移了人们的视线。
3)[CN](British English) (North Amercian English detour) a road or route that is used when the usual one is closed 临时绕行路；临时支路Diversions will be signposted.临时支路都将设置路标。
4)[CN](formal) an activity that is done for pleasure, especially because it takes your attention awayfrom sth else 消遣；娱乐SYN. distraction城市里各种娱乐活动比比皆是。
The city is full of diversions.3. convert (Para. 2)vt.~ (sth) (from sth) (into/to sth) to change or make sth change from one form, purpose, system, etc. to another （使）转变，转换，转化The hotel is going to be converted into a nursing home.那家旅馆将被改建成私人疗养院。
What rate will I get if I convert my dollars into euros?如果我把美元兑换成欧元，汇率是多少？We've converted from oil to gas central heating.我们已经把中央供热系统由燃油改成了燃气。
4. depopulate (Para. 3)vt.[常用被动态] to reduce the number of people living in a place 使人口减少Whole stretches of land were laid waste and depopulated.一片片土地荒芜，人口减少。
5. proclaim (Para. 4)1）vt.to publicly and officially tell people about sth important 宣布；宣告；声明SYN.declareThe president proclaimed a state of emergency. 总统宣布了紧急状态。