Directions:

Read the following passage carefully and then translate the underlined segments into Chinese. Your translation must be written clearly on ANSWER SHEET 2. (10 points)

The future of business lies not in selling products but in selling dreams and emotions, according to Rolf Jensen, director of the Copenhagen Institute for Future Studies. In his new book, The Dream Society, Jensen profiles six distinct "emotional markets" and invites businesses to consider how best to profit from them:

The market for Adventures offers customers safaris, theme parks, sports, and action/adventure TV shows and movies.

Nike's ties to the "Adventure" market made it willing to pay a reported $ 400 million simply for the right to sponsor Brazil's outstanding national soccer team, thereby boosting the brands image as the footwear of champions. (26) Such an investment makes sense in a market where consumers find many products with comparable features and quality and must find some reason to choose one over the others.

The market for Love, Friendship, and Togetherness has such offerings as perfume, gifts, home photography, restaurants, and entertainment.

(27)Tapping the "Togetherness" market, Guinness Brewery has teamed with an Irish firm to establish a chain of "authentic" Irish pubs in cities around the world- where Irish charm and British beer sell briskly in each other's company. In France, a growing number of local bistros known as "Cafes Philos" now employ a trained philosopher to lead and moderate long (and thirst-producing) debates among the customers on complex questions of morality, the nature of time, or humanity's relationship to nature.

The market for Care recently offered a product that captured children's desire to nurture and care for pets. The Tamagotchi is a demanding little electronic puppy (or kitten or even an alien) that beeps for attention from its owner. Real pets are becoming hotel amenities in some places.

The Who-Am-I market offers products that proclaim their owner's identity, like fashion, automobiles, and accessories. (28) Louis Vuitton suitcases, for instance, tell a story that their owners want told to the world: "I am an exciting person, gliding with perfect ease through posh hotels all over the world, and I do it in style."

The Peace of Mind market features nostalgia, history, and antiques.

(29) In rapidly changing times, many people seek the serenity of the familiar, be it the bistros of Paris or smalltown life in the United States. For instance, First National Bank in Brookings proclaims, "We strive to maintain the smalltown banking atmosphere while growing and changing with the technological age."

The Conviction market, last of the six markets includes "green" products, humane testing, and worker welfare.

(30) While many companies may be reluctant to become overly political, they can highlight their involvement in the community and market to their customers need to make purchases that are in line with their convictions. Trend analyst John Naisbitt referred to this trend as causerelated marketing; among companies taking this approach are British Petroleum, which uses its Web site to report on the companys Community Development Program, and Mobil, which accentuates its concern for local populations of countries in which it does business. "They see themselves as pillars of society", says Jensen.［515 words］

核心词汇

boost vt./n. *① increase the strength or value of (sth.); help or encourage (sb./sth.) 增强（某事物）的力量；提高（某事物）的价值；帮助，鼓励（某人）例：boost share prices提高股票价格/ boost sb.s confidence/morale/ego增强某人的自信心/士气/自尊 ② to advertise something by discussing or praising it 吹捧，大肆宣传 例：a special promotion to boost their new product为推销新产品而特别开展的宣传活动

in line with 符合，和......一致 例：Pensions will be increased in line with inflation.退休金将随着通货膨胀而相应提高。 / His ideas on politics are exactly in line with mine.他的政治见解跟我的完全一致。

lie in ① 位于（某地） 例：The town lies in a small wooded valley.该镇坐落于一个林木茂盛的小山谷中。 *② 存在，在于 例：The answer must lie in finding alternative sources of power.答案必定在于找到替代性能源。 ③ 早上迟起，睡懒觉 例：I cant wait to be able to lie in this weekend.周末能睡个懒觉，我真等不及了。

profile n. ［C］ ①（事物的）外形，轮廓；（人的）侧面，侧像 ②（某地方的）概况，人物简介 例：an employee profile 雇员简介

*vt. to write or give a short description of sb. or sth.写......的传略或概况 例：The new editor was profiled in the Sunday paper. 星期天的报纸登载了这位新主编的简历。

超纲词汇

accentuate vt. ① 用重音读，重读 *② 强调，突出 例：Her black hair accentuated the whiteness of her skin. 她的黑头发更显出她皮肤的白皙。

amenity n.*① 使人身体舒适或工作便利的事物，便利设施 ② 娱乐场所

beep v.*① （机器）嘟嘟响 例：Why does the computer keep beeping? 电脑为什么一直嘟嘟响？ ② 鸣笛，按响（汽车喇叭）

nostalgia n. 乡愁,向往过去,怀旧之情

safari n. （在非洲的）野外观兽旅行

theme park 主题公园：所有的布置和场景都有一个中心主题的娱乐公园，如"世界的未来"

总体分析

本文介绍了几种不同类型的"情感市场"，指出商家可以利用这些市场吸引有不同心理需求的顾客，从而把握发展的契机。

第一段：指出未来的商机存在于"情感市场"，并说明情感市场可分为六类。

第二段至文末：分别介绍六类"情感市场"。第二、三段介绍"探险市场"，以耐克公司打造冠军鞋类为例；第四、五段介绍"爱情、友情及友爱情谊市场"，并着重描述了其中的友爱情谊市场，以一种"正宗"爱尔兰酒吧和法国的"哲理辩论"小酒馆为例；第六段介绍"关爱市场"，以一种要求孩子们照顾的电子宠物为例；第七段介绍"我是谁市场"，以路易斯威登手提箱为例；第八、九段介绍"心灵平静市场"，以一家银行努力保持其小镇风格为例；第十、十一段介绍"信仰市场"，以两家石油公司树立自己社会中流砥柱的形象为例。

试题精解

26.\[精解\] 本题考核的知识点是：定语从句、后置定语。

句子的主干部分是：Such an investment makes sense in a market...，后面为where引导的定语从句，其中的主要结构为consumers find many products... and must find some reason，其中with comparable features and quality和to choose one over the others都是后置定语，分别修饰products和reason。全句最大的一个难点在于主干部分若是放在句子起始部分，后面较难处理，一般来说，遇到makes sense的句子，该部分往往放在后面。

词汇：make sense意为"合情理、有意义"。comparable本意为"可比较的"，此处意为"相似或相当"。feature意为"特点、特征"。

译文：在一个市场里，消费者会发现许多特征、质量不相上下的产品，这就必须找到某个理由从中选择一样产品而舍弃其他，在这样的市场里，这项投资就合情合理了。

27．\[精解\] 本题考核的知识点是：非谓语结构做状语、定语从句。

句子的主干部分是：Guinness Brewery has teamed with an Irish firm，句首的现在分词结构tapping the "Togetherness" market是伴随性状语，to establish a chain of "authentic"