Unit5Creativity&Innovation高级综合商务英语课后答案

Unit 5 Creativity and Innovation

Lead-in

2. Case Study

1) E

2) Alex personifies important characteristics of a new world where creative consumers have unprecedented technology at their fingertips to envision ambitious dreams.

Text A

I.Reading Comprehension

1. 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) T

2. Essay Questions

1) 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 performance improvement.

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.