-
Unit One
：
Education
Text
：
In Praise of
the F Word
对
F
的赞美
Tens
of
thousands
of
18-year-olds
will
graduate
this
year
and
be
handed
meaningless
diplomas.
These
diplomas
won’t
look
any
different
from
those
awarded
their
luckier
validity
will
be
questioned
only
when
their
employers
discover
that
these
graduates are semiliterate.
今年，
将有成千上万的
18
岁学生毕业并被授于毫无意义的文凭。这些
文凭对每个人都
是一样的
,
没有一点差别，
< br>而不管学生的成绩如何
.
但当雇主发现他们没有实际能力
时，文
凭的有效性就会被质疑。
Eventually
a
fortunate
few
will
find
their
way
into
educational
repair
shops-adult-literacy
programs, such as the one where I teach
basic grammar and writing. There, high school
graduates
and
high
school
dropouts
pursuing
graduate-
equivalency
certificates
will
learn
the
skills
they
should have learned in school . They
will also discover they have been cheated by our
educational
system.
即使少
数幸运的人找到了成人进修的地方，
像我教语法和写作的地方。
在这里，
高中毕
业和高中辍学的学生为了追求等价的毕业证书必
需学习他们本应该在学校学习的东西。
他们
会发现自己被我们的
教育系统所欺骗。
As
I
teach,I
learn
a
lot
about
our
in
each
session
I
ask
my
students
to
write
about
an
unpleasant
experience
they
had
in
school .
No
writers’
block
here!
―
I
wish
someone
would have had made me stop doing drugs
and made me study .‖
‖I
liked to party and no one
seemed to
care .‖ ―I was a
good kid and didn’t
cause any trouble,so they
just passed
me along
even though I didn’t read well
and couldn’t write.‖ And so on.
当我教他们的时候，
我从我们的课堂上学到了很多。
在每次开班，
首先我会让学生写一
下关于他们在学校的
一次很不愉快的经历。每个学生都会有这样的经历。有人说：
―
我希望
有一个人可以使我停止吸毒，让我好好学习。
‖
；有人说：
―
我喜欢聚会，但好像没有人注意<
/p>
过我
‖
；有人说：
―
我是一个好孩子，没有制造过任何麻烦。所以尽管学习不好，考试还是让
我通过。
‖
等等。
I am your basic do-gooder, and prior to
teaching this class I blamed the poor academic
skills
our kids have today on drugs
,divorce and other impediments to concentration
necessary for doing
well
in
school.
But
,as
I
rediscover
each
time
I
walk
into
the
classroom
,before
a
teacher
can
expect students to concentrate ,he has
to get their attention ,no matter what
distractions may be at
hand .There are
many ways to do this ,and they have much to do
with teaching style .However , if
style
alone won’t do i
t,there is another way
to show who holds the winning hand in the
classroom.
That is to reveal the trump
card of teacher .
1
我是教过这个班级的先届老师和他
们最初级的改良者。
我痛斥那些拙劣的教学方式，
以
至于今天我们的孩子们陷入吸毒，
离婚和其他使他们不能专注于学习的困扰
。
但是，
当我每
次走进教室都会发现的
是，
在一名老师期望可以引起学生的注意之前，
他已经吸引了学
生的
注意，
而不管面临什么样的干扰。
有很多方式可以做到这一点，
并且老师们在教学风格方面
还亟待
改进。
然而，
如果教学风格不能做到这点，
还有另一种方法使你成为教室里的导引者，
那就是使用教师的杀手锏。
I will never
forget a teacher who played that card to get the
attention of one of my children.
Our
youngest,a world-class charmer ,did little to
develop his intellectual talents but always got by
until r became his teacher .
我永远都忘不了那位曾用她独特的方式来吸引我儿子注意力的那位老师。
我最小的儿子
后来成为了世界级魔术师，但在
Stifte
r
女士成为他的老师之前，学习总是不怎么努力却总
能过关，
直到
Stifter
女士当了他的老师，这种局面就改变了。
Our son was a high school
senior when he had her for English. ―He
sits in the back of the
room
talking to his friends ,‖ she told me .
―Why don’t you move him to
the front row ?‖ I urged,
believing the
embarrassment would get him to settle down. r
looked at me steely-eyed
over
her
glasses.‖I
don’t
move
seniors
,‖she
said.
―I
flunk
them.’I
was
flustered.
Our
son’s
academic life flashed
before my teacher had ever threatened him weth
that before .
当她教我们儿子英语的时候我们儿子还是一个高中生。她对我
说：
―
你们儿子总是坐在
教室后面和他
的朋友说话。
‖
我敦促她说
―
为什么你不把他调到前排
‖
，
< br>
相信他坐在前排被那
么多人看着就会好好学习。
Stifter
女士用坚毅的眼神通过她的眼镜看着我说：
―
我不会为他
们调位，他们已经是高中生了，我让
他们不及格。
‖
我很慌张。
I regained my composure and managed to
say that I thought she was right . By the time I
got
home I was feeling pretty good
about this .It was a radical approach for these
times .but ,well ,why
not ? ―She’s
going to flunk you,‖I told my son. I did not
discuss it any further. Suddenly English
became a priority in his life. He
finished out the semester with an A.
<
/p>
我们儿子的学术生涯从我的眼前一闪而过。
在这之前从没有老师威
胁过他。
我恢复了平
静，也认为她做的是对的。当回到家时我对
这个方式感觉很好。它是一个好的激降法。
为什
么不这样做呢？
于是我告诉我的儿子：
―
她准备让你不基格。
< br>‖
我其它什么也没说。突然英语
在他的生活中处于优先地
位。他这个学期的成绩竟然得了一个
A
。
I know one
example doesn’t make a case,but at night I see a
parade of students who are angry
and
resentful for having been passed along until they
could no longer even pretend to keep up. Of
average
intelligence
or
better,they
eventually
quit
school,
concluding
they
were
too
dumb
to
finish.‖I
should
have
been
held
back‖
is
a
comment
I
hear
sadder
are
those
students who are high school graduates
who say to me after a few weeks of class,‖I
don'
t know
how I ever got a
high school diploma.‖
2
我知道一个例子虽然不能充分说明
全部
,
但是在晚上我看到满是愤怒和怨恨的游行学生
,
由于被忽略掉，他们甚至不能再这样假装的忍耐下去。即使智力一般的或
更好的学生
,
由于
认为他们太笨，<
/p>
而使他们最终退学。
―
我应该被留下
‖
是我听到的最频繁的话。
更令人悲哀的<
/p>
是，那些高中毕业生过了几周对我说
:―
我不知道我曾经是怎么获得了一个高中毕业证。
‖
Passing
students
who
have
not
mastered
the
work
cheats
them
and
the
employers
who
expect graduates to have
basic excuse this dishonest behavior by saying
kids can’t learn
if
they
come
from
terrible
one
seems
to
stop
to
think
that-no
matter
what
environments
they
come
from-most
kids
don't
put
school
first
on
their
list
unless
they
perceive
something is at ’d rather be sailing.
让一个对自己的学业都没掌握好的
学生毕业，
不仅欺骗了他们自己，
也欺骗了那些认为
毕业生们都掌握了基本技能的雇主们
。我们可以
对这个不诚实的行为辩解说，孩子们不能
学习是因为他们周围的环境太糟糕。
似乎没有人停下来思考过这个问题
——
无论孩子们
来自
什么环境，
大部分孩子并不会把学业放在第一位，
除非他们意识到这种做法有一定风险。
他
们宁愿
随波逐流。
Many
students
I
see
at
night
could
give
expert
testimony
on
unemployment,chemical
dependency,abusive spite of these for
a better job or the need to hang on to the one
they’ve have a healthy fear of
f
ailure.
我在夜校看到的
学生的状况
——
被解雇、对毒品的依赖和家庭暴力等
——
可以给出有
力的证
明。尽管有这样许多的困难
,
他们依然把接受教育放在优先的位
置，他们被他们心里
的希望激励着，
或是出于要找到一份好的工
作，
或是出于对保持现有工作的需要。
他们对失
败都有一个健康的心理。
People of
all
ages
can
rise
above
their
problems,
but
they
need
to
have a
reason
to
do
so.
Young
people
generally
do
n’t
have
the
maturity
to
value
education
in
the
same
way
my
adult
students value it. But
fear of failure, whether economic or academic ,can
motivate both.
所有年龄段的人都能克服他
们的问题
,
但他们需要一个这样做的理由。年轻人通常不像
我的那些成年的学生一样有一个成熟的心态去看待教育
。但是对失败的害怕
,
可以激励他
们，无论是在经济上或是学术上。
Flunking as a regular policy has just
as much merit today as it did two generations
must
review
the
threat
offlunking
and
see
it
as
it
really
is
—
a
postive
teaching
is
an
expression
of confidence by both tecahers and parents that
the students have the ability to learn the
material
presented
to
r,making
it
work
again
would
take
adedicated,caring
conspiracy
betwwen
teachers
and
parents.
It
would
mean
that
teachers
would
have
to
follow
through on their threats, and parents
would have to stand behind them, knowing their
children's
best interests are indeed at
stake. This means no more doing Scott's
assignments for him because
he might
fail. No more passing Jodi because she's such a
nice kid.
3
考试不
让通过作为一个策略
,
具有许多优点无论是在现在还是在两个世
纪以前。我们在
看到他的危险之外，
必须看到这确实是一个积极
的教育工具。
老师和家长应该对此具有信心，
即学生完全有能力
学会你所给他的东西。然而，要让其重新行之有效必须要做出一些奉献，
老师和家长应该
合作起来。
这将意味着两者都必须要正视这个现实中的困境
——
让不学习的
学生通过，
可以避免短时的
悲痛，
但却注定了他们长期的无知。
这意味着教师们在了解了他
的危害之后必须要坚持到底，
并且家长们在了解了他们孩子的最
终利益受到危害之后必须坚
定的站在老师的这一边。这意味着，不再替
< br>Scott
做作业是因为这样会给他带来失败，不让
Sc
ott
通过是因为他是一个如此优秀的孩子。
This is a policy that worked in the
past and can work today. A wise teacher, with the
support
of his parents, gave our son
the opportunity to succeed--or fail . It's time we
returned this choice to
all students. <
/p>
这是一个在过去和现在都行之有效的方法。
一个聪明的老师，
在家长们的支持下，
要给
我们的孩子机会成
功或失败。现在是时间让我们重新回到这个抉择了。
4
Text B
：
Essence of
Education
教育的本质
Robery W. Tracinki
The
essence of education is the teaching of facts and
reasoning skills to our children, so that
they learn to think.
教育的本质是向
我们的孩子们教授事实和推理的技能，让他们学会思考。
Yet almost a century, our schools have
been under assault by an approach to education
that
elevates feelings over facts.
Under the influence of Progressive Education -- It
is now more
important than getting him
in touch with the facts of history, mathematics or
geography.
然而几乎一个世纪以来，
我们的学校都
在受到一种将感受凌驾于事实之上的教育方法的
攻击。在进步教育的影响下
——
让学生了解历史事实、数学或地理都不如感觉重要。
spelling
feel is
correct - is more important than the rules of
language. Urging children to
themselves
is more important than ensuring that they acquire
the knowledge necessary for living
successfully.
―
创造
性的拼写
‖——
鼓励学生以任何他们感觉正确的方式拼写单词<
/p>
—
这比语言规则更
加重要。鼓励孩子们对
自己
―
感觉良好
‖
比确保他们获得顺利生活所必需的知识更为重要。
This emotion-centered, anti-reason
assault on education has found a new ally: those
who
believe the literal words of the
Bible. The Kansas Board of Education has just
excised the theory
of evolution from
the state's official science
standards.
Several other states have enacted
similar
anti-evolution policies,
thereby elevating the feeling of religious
fundamentalists over the
accumulated
evidence of the entire science of biology.
这种以情绪为中心、反对理性的对教育的攻击已经找到了新的同盟军：那些相信圣经
上文学词汇的人。
堪萨斯州教育理事会刚刚推翻了该州官方科学标准中的进化论。<
/p>
几个其他
的州已经颁布了相似的反对进化政策，
< br>从而将宗教原教旨的感受凌驾于整个生物科学所累积
的证据之上。
These policies do not actually ban
the teaching of evolution, nor do they mandate the
teaching of ―Creationism‖
----biblical claim that the Earth and
all life on it were created in six
days. They simply drop evolution from
the required
curriculum.
The
goal of the religious activities
is to
keep students ignorant of the theory of evolution,
or to encourage the teaching of evolution
and Creationism side-by-side, as two
这些政策实际上并不禁止教授进化
论，他们也不命令教授特创论
——
圣经上说地球及其上的所有生命是在六天中被创造出来
的。
他们只是在必修课程中排除了进化论。
宗教
活动的目的是令学生对进化论的原理保持无
知，或者是鼓励同时教授进化论和特创论，把
他们作为两个相互竞争的理论。
1
Consider what
this latter would mean in the classroom. On the
one side, teachers would
present the
theory of evolution, supported by countless
observations, all integrated into a
comprehensive explanation of virtually
every fact in its field.
考虑一下后一种做法在课堂上意
味这什么吧。
一方面，
教师将呈现进化论的原理，
一个
被无数观察者所支持，整合了对领域内每一个方面解释的综合理论。
On the other side, teachers
would present -- what? All that the Creationist
view offers is the
assertion by would-
be authorities that an ancient religious text
reveals that 10,000 years ago God
created the world in six days.
另一方面，
教师将教授
——
什么？特创论信奉者的观点只是自诩为权威的人的断言，
即
一部古老的宗教书揭示了一万年以前上帝在六天中创造了世界。
Some of these religious activists
claim that they reject the teaching of evolution
because it is
since
it lacks
一些宗教激进分子宣称他们反对教授进化论
，因为它
―
未经证明
‖
，由于它缺乏
―
充分的
证据<
/p>
‖
Yet their
arguments systematically reject the need for proof
and evidence. Scientists can
point to a
billion-year-long fossil record of continuous
changes across a11 species
as
they develop
from more-
primitive to present-day forms. They can point to
the natural variations among
members of
a species, variations that change from one climate
to another as species adapt to their
environment. But the Creationist
categorically dismisses the evidence - because it
contradicts
biblical dogma.
然而，
他们的论点恰好系统地反对检验和证据的需要。
科学家们
能够指出一百万年以来
的化石记录，
它记载了所有物种从原始形
态发展到今天的形态的持续变化。
他们能够指出在
中物种成员之
间的自然变异，
这些为适应环境、
随气候的变化而发生的变异。
但是特创论的
信奉者明确的拒绝这样的证据，因为它与圣经教义
相悖。
The central issue is not
whether there is enough scientific evidence to
validate a particular
conclusion - but
whether science as such, rather than faith, is the
basis for arriving at conclusions.
There can be no scientific debate
between these two positions. There can be no
rational argument
between a view that
rests on observation and reason, and one that
rests on blind faith - i.e., on its
adherents' desire to believe something,
irrespective of logic.
中心问题
不在于是否有足够的科学证据来证实某个特定的结论－而在于科学本身而非
信仰，
是否是得到结论的基础。
在这两种立场之间不可能有科学的辩论。
一中观点依靠观察
和推理，
另一种观点依靠
盲目的信仰－即依靠追随者相信某件事的渴望而不考虑逻辑，
在这
两种观点之间不可能有理性的争论。
If the
Creationist approach were taken
seriously,
what would remain
of education? If
2
evidence and
reasoning are to be
by faith
or feeling - what, then, would not belong in
the curriculum? Even the theory that
the Earth is flat has proponents who feel
it
is true. More to
the point, what is to stop teachers
from
presenting any other
nonrational view of the origin of man?
Why not give
equal time to,
say, the Nazi claim the white race descended from
the superior
Aryans?
假如特创论的观点被当真，那教育将剩下什么呢？如果证据和推理被信仰和感觉所平
衡，那么什么将不属于课程的一部分呢？即使地球是平的这样的理论也有人认为它是正确
的。
此外，
什么将阻止教师教授其他关于人类起源的非理性
观点？为什么不用同样的时间来
讲解诸如纳粹认为白种人是源自高等雅利安人的观点？<
/p>
The most ominous implication
of the Creationist position is its belief
that
,
in judging the truth
of an idea
,
one
can simply ignore rational evidence - if it
clashes with one's desire to believe
otherwise. This is a disastrous
methodology to inculcate in our children - and it
is even more
dangerous to back it up
with the ruling of a government body.
特创论立场最坏的暗示是它相信在判断一个想法的真实性时，
一
个人完全可以忽视理性
的证据－只要它与一个人相信其他事情的愿望相冲突。
把这样的方法论灌输给我们孩子是灾
难性的－而用政府组织的统治来支持这
种观点则更加危险。
The crucial role
of education is to provide young people with the
information and methods
they need in
order to learn how to think independently.
Education has liber
a
ted
mankind from the
shackles of myth,
s
uperstition and
unchallenged tradition
.
But
the prevailing trend - from both the
over fact
s
and faith over reason.
教育的极其重要角色是为年轻人提供能够使学会如何独立思考的这些信息和方法。
教育
已经将人类从神话、迷信和未受质疑的传统中解放了出来。但现在普遍的趋
势
——
从
―
进
步
左翼
‖
和
―
宗教右翼
‖
两方面来看－都在把感受凌
驾于事实之上，把信仰凌驾于理性之上，这
样做是在倒转发展的方向。
< br>
If campaigns such as the one
against teaching evolution are allowed to succeed,
the ultimate
result will be the
extinction of genuine education
.
如果类似一个反对教授进化论的运动被允许取得成功，
最终的结果将是真正的教育的灭
绝。
3
Unit Two
：
Love
Text A
：
A Wedding
Gift
结婚礼物
Elizabeth Economies
伊利莎白
?
埃科诺莫
I had
always dreamed of being proposed to in a Parisian
cafe, under dazzling stars, like the
one in a Van Gogh knockoff that hangs
in my studio apartment. Instead, my boyfriend
asked me to
marry him while I was
wandering the bathroom mirror.
我一直有这样的梦
想：
星光灿烂的网上，
在一家巴黎咖啡馆能有人向我求婚。
那个咖啡
馆就像梵高所画的
―
夜晚的咖啡馆
‖
，我的工作室墙上就挂着一幅此画的
翻印本。然而，我男
朋友却在我用
―
稳
得新
‖
擦洗卫生间镜子的时候叫我嫁给他。
At 40 years old, it was my turn. 1
had gracefully stepped aside and watched both my
twin
sister and our baby sister take
the matrimonial plunge before me? 1 had been a
bridesmaid seven
times and a maid of
honor three times. 1 had more pastel-colored,
taffeta dresses than a
consignment
shop.
我已经上
40
岁，是该轮
到我了，我已经体面地让开，眼看着孪生妹妹还有小妹在我之
前出嫁，我做过女傧相
7
次，伴娘
3
次，
我的淡颜色塔夫绸衣服比寄物店都多。
My
fiancé
, George,
and
I
are Greek-
American,
but
we wanted
a
simple,
elegant
affair.
No
entourage of bridesmaids and groomsmen.
No silly slideshow revealing details of our
courtship.
This would be an intimate
gathering, neither big nor fat, with 100 or so
guests. In our families that
is
intimate.
我的未婚夫乔治和我都是希腊裔美国人
，
但是我们想办一个简朴、
大方的婚礼。
不需要
很多伴娘伴郎。也不放映幻灯片，展示求婚的细节，那太傻了，这会是一次很温
馨的聚会，
请的人不多也不铺张，
100
个左右的宾客吧。在我们的家族，那算是小圈子内的聚会。
My job as a publicist to a monomaniacal
orchestra conductor had just vanished, so 1 had
lots
of time to devote to my new
project. George, who worked 60 hours a week as a
pharmacist, now
had a second job:
listening to me whine about the wedding. After
all, this was my show, and 1 was
the
director.
我为一位偏执狂的管弦乐队指挥做公关刚刚结束，
因而我有很多时间投入到我这个新的
项目上。乔治是药剂师，每周工作
60
小时，现在又有一份工作：听我抱怨婚礼一事。这毕
竟是我表现的时候，得有我说着算。
But the
more time and effort 1 put in, the more the
universe tried to thwart me. The Greek
band
from
Los
Angeles
that
1
wanted
wasn't
available.
The
stitching
1
had
requested
for
my
cathedral veil was all wrong. My ivory
silk gown was being quarantined somewhere in
Singapore.
And
with
our
wedding
just
a
few
weeks
away,
1
was
annoyed
that
most
of
my
guests
were
responding after the
deadline.
1
但是，
我投入的时间和精力越多，
万事就越和我
过不去。
没有请到我想要的洛杉矶希腊
乐队。
< br>我到教堂时所戴面纱的针线活也很糟，
不是我原来所要求的。
我订的象牙色的丝绸礼
服被隔离在新加坡的某个地方。
眼看
着婚礼也就没有几个礼拜了，
我邀请的客人大部分在最
后期限之
后才回信，让我很是烦恼。
Then 1 received
the call from my mother, petite and brimming with
energy at 68, who a few
days
before
had
been
so
thrilled
about
the
wedding.
She’d
been
to
the
doctor
for
her
annual
checkup. Although she felt fine, the
diagnosis was stomach cancer.
< br>之后，我接到妈妈的电话。她个头娇小，
68
岁却依然精
力饱满。几天前还为我即将举
行的婚礼而感到兴奋不已。
她刚去
医院做例年的身体检查。
虽然感觉不错，
但被诊断是胃癌。
Over the next few days, the
question became not
had thought of it
as my Big Day. I realized that a Big Day without
my mother would be no day at
all.
Not
having
my
dad,
who
passed
away
three
years
before,
to
walk
me
down
the
aisle
was
painful, but the thought of not having
Mom there was unbearable.
接下来的几天，
问题不再是
―
举行什么样的婚礼
‖
，
而是
―
还办婚礼吗？
‖
我把这看作是我
的大
喜日子。
我认识到没有妈妈的大喜日子不可思议。
爸爸已经在三
年前过世，
不可能牵着
我的手到教堂圣坛完婚，
这已经让我觉得凄苦。
但是一想到妈妈那天也不能在教堂就让我觉
得无法忍受。
Within a few
days, 1
moved back home to Seattle from
New York City and postponed the
ceremony. 1 switched from navigating
wedding plans to navigating the health-care
system. I had
picked
out
the
song
to
be
played
for
our
first
dance
as
a
husband
and
wife,
but
now
1
was
hard-pressed to remember what it was.
My wedding, like a dream, was vanishing against
the harsh
reality of illness.
几天后，我从纽约搬回西雅图，
延迟
了婚礼。
我从操办婚礼转向指导保健。
我已经挑选
好歌曲，准备作为我们夫妻的首个舞曲，
但现在压力那么大，
我已经记不起来是哪首了。我
的婚礼在母亲患病这个残酷的事实面前就像梦一样
消失了。
Meanwhile, my two
sisters and I, who lived in three different
cities, were united once again
in
a
hospital
waiting
room.
My
twin
sister
flew
in
from
Chicago
despite
being
eight
months
pregnant. Our baby sister, who'd been
looking after Mom since Dad's death, was gripped
by fear
as the familiar sights and
smells were eerily reminiscent of his final days.
After consulting with
doctors, we
learned that stomach surgery was Mom's only
option. We took the first opening.
与此同时，
我和两个妹妹原本都生活在三个不同的城市，
这时却在医院的等候室里再次
相聚了。
我的孪生妹妹
虽然已怀孕八个月，
但还是从芝加哥飞了过来。
小妹自父亲去世
以来
一直照顾着妈妈，
这时恐惧占据了她的心，
此情此景让她不由得想起父亲临终的日子。
咨询
医生后
，我们得知手术是妈妈唯一的选择。医院一有床位我们就住进去了。
2
On
a
drab
autumn
morning,
as
sheets
of
rain
relentlessly
poured
over
Seattle,
Mom
was
admitted
to
the
Swedish
Cancer
Institute.
During
a
five-
hour
operation,
surgeons
removed
two
thirds of her stomach. Pacing in the
waiting room, terrified, I wondered what the
future held for all
of us.
一个沉闷的秋天早晨，
大雨无情地倾泻在西雅图市，
妈妈被收进瑞典肿瘤研究所。
在五
个小时的手术过
程中，医生把她的胃切掉了三分之二。我在等候室里来回走动，恐惧不安，
不知道等待我
们的会是什么。
George flew out to
be with me.
slept on the dank floor in
the hospital waiting area wrapped in a tattered
sheet with a soiled sofa
cushion under
his head. A week after the operation, the surgeon
gave us his prognosis:
has not
spread,
squeezed my hand as tears
trickled down my face.
乔治飞过
来陪我。他说：
―
我也不想待在其他地方
‖
。三个夜晚，他睡在医院等候区域潮
湿的地板上，裹着破旧
床单，头枕脏兮兮的沙发垫。手术一周后，医生向我们告知了预后。
―
< br>癌细胞没有扩散，
‖
他说。这几个词可是英语中最可爱的
词了。乔治紧握着我的手，这时眼
泪流下我的面颊。
The weeks that followed were
exhausting. My mother had to rethink her diet, and
I had to
figure
out
what
to
prepare.
Decadent
Greek
meals
were
replaced
by
tiny
portions
and
lots
of
protein, which would help
mend the six-inch incision that ran from her
breastbone past her navel.
Protein
would also bolster her immune system for the chemo
and radiation that might follow.
接下来的几个
礼拜令人劳累。妈妈只得重新考虑她的饮食，我得琢磨该准备哪些饭菜。
颓废的希腊饭菜
被蛋白质替代，
少食多餐，
这有助于修补她那从胸骨到肚脐下长
达六英寸的
刀口。蛋白质还增强她的免疫系统，因为接下来她要化疗和放疗。
Until
then,
my
idea
of
cooking
had
been
microwaving
the
doggie
bag
from
the
chi-chi
restaurant I'd eaten at the night
before. But after two months, I mastered poached
eggs and T-bone
steaks. What's more,
caring for my Mom made me realize how consummately
she had cared for all
of us. I'll never
forget when I went to see her in the intensive-
care unit, just a few hours after her
surgery. She was strung out with a
myriad of plastic tubes protruding from her arms,
nose, and
mouth.
在此之前，
做饭对我来说也就是把头天晚上从花哨饭店里吃剩下打包回来的饭菜在微波<
/p>
炉热一下。但两个月之后，我掌握了水煮荷包蛋，学会烧带骨牛排。此外，照顾母亲也让我
认识到她当年照料我们是多么地尽心。
我永远也不会忘记，
她刚动完手术几个小时后，
我到
特护病房去
看她。她躺在那里，手臂、鼻孔和嘴巴里插了那么多的塑料导管，她却吃力、沙
哑地说道
：
―
莉兹，你一定要吃点东西。
‖
3
Forget Paris.
Mom's full recovery was my dream now.
忘记巴黎。妈妈的彻底康复才是我现在的梦想。
Recently, she went for a follow-up C-T
scan. As she removed her gold wedding band for the
exam, her fragile 98-pound frame
trembled. There would be this scan, and many
more. But the
doctor
said,
forgotten what kind of stitching
is in my veil. But when I remove it from my face ,
I’ll be staring
at the two people I
love beyond all reason: my soon-to-be husband and
the woman who showed
me what' s really
important.
最近，
她去做了一次随访
CT
检查。
当她脱下结婚金戒指检查的时候，
98
磅的柔弱身躯
颤抖了。这个检查得做，接
下来还有很多次。但医生说，
―
一切都很好。
< br>‖
不久，妈妈就可以
把我领到圣坛举行婚礼。
我已经忘记面纱上的刺绣。
但在我掀开面纱的时候，
我肯定会脉脉
地注视着我所最爱的两个人：我的未婚夫和让我懂得人生要义的那个女人
——
我的母亲。
4
Text B
：
Wedded
Dis
藐视婚姻
Amy Wathen
艾米
?
沃森
In
February
，
I got engaged to a
guy who I believe to be the most amazing man
alive
．
I feel so
lucky
，
and I am
very much in love
．
I cannot
wait to be married.
二月份，
我和一个我认为是活着的人当中最出色的家伙订了婚。
我感觉甚为幸运，
沉浸
在爱河中。我急不可待要结婚
。
Since I have
been engaged
，
while I have
gotten a lot of congratulatory wishes from
friends
，
some
older
，
more cynical people
just won’t let me be. I have heard the following
comments,
knocking me from my I’m
-getting -married -to -the -love -of
-my
–
life pedestal:
< br>last,
work
you!
t
errible my life will be in about l0 years when I
will apparently hate my husband. Can't anyone
just let me be happy? People love my
fiancé
and no one has ever said that I
am not ready. So why
is this such a
mistake? Why do some adults who have had bad
experiences decide to kill my
happiness
with nasty remarks instead of just saying
congratulations?
自我订婚以后，
虽然听到
朋友们很多祝福的话语，
可一些上了年纪、
玩世不恭的人却不<
/p>
愿让我高兴。
我听到了下列的评论，
在抱
有马上嫁给心上人这个理想的我的头上浇了一盆冷
水。
―
不会长久的
‖
，
―<
/p>
你们连婚都结不了
‖
，
< br>―
婚姻太难了
‖
，
―
要让事如所愿太难了
‖
，
还有我
喜欢听的话、但说的时候是眼珠溜转并且怪声怪调，
―<
/p>
祝你好运了
‖
。
有些人还就婚后生活的
困境给我上了课，给我同情的神情，还有人高谈阔论说我
l0
年后的生活会多么糟糕，说那
时我肯定恨我
丈夫。难道大家就不能让我开心吗
?
人们喜欢我的未婚夫，也没
有说我还没有
准备好。那为什么这样就是错误呢
?
为什么几个有过不幸经历的成年人非要说那些难听的话
来扼杀我的幸福．而不
是就送上几句祝福呢？
Don’t get me
wrong
，
I have not allowed my
happiness to overpower my common sense. I
know all about the struggles of
marriage
．
I know all about
the heartache
：
that children
can strain a
marriage
，
that
money issues can blow
up
，
that a couple can lose
their connection
，
that job
stress
can take a toll and that
changing and growing older can aid in the
dissolution of what once was
real
love
．
I know it’s not always
easy or fun
，
and that it's
not perfect forever.
别误解我。
我还
没有让幸福之感搅乱了常识。
我对婚姻的艰难都一清二楚，
我也
知晓头
痛的事：小孩子能拖垮婚姻，经济的问题也会爆发，夫妻间不再情感交流，
工作压力能造成
伤害，
人是不断变化的而且越
来越老，
这都会为解除当年的真爱起到推波助澜的作用。
我知<
/p>
道这不容易，也不总充满乐趣，我也知道婚姻永远都不完美。
I saw this firsthand when my parents
were divorced last year. I watched their once
-perfect
union fall apart amid
unhappiness, pain, desperation, frustration,
sadness and anger. Marriage can
be a
beautiful journey
，
but it
isn’t for everyone
．
My mom
and dad are much happier
apart
．
I
thought I
wouldn’t want to be married after living through
that until I met the man of my dreams
1
and he changed
my mind
．
我在去年父母离婚
的时候亲身体会到这一切。我看到在不幸、痛苦、绝望、懊恼、哀伤
和恼怒中他们曾一度
美满的婚姻轰然倒地。
婚姻可以是美丽的旅途，
但并不是每个人
都能体
会到。
我妈妈和爸爸分开后幸福多了。
< br>经历此事我曾想永远不结婚，
直到我遇到了我的梦中
情人
，是他改变了我的想法。
My
fiancé
has incredible parents. They
have been together since they were in high school,
more than 30 years, and they have five
children, crazy work schedules, and the same
issues as
everyone else. But they are
an exception because they are still madly in love.
It's a breath of fresh
air to be with
them. I see in them a love that is different and I
think that I have that as well. You
never know where life will take you,
but I think it is a dangerous assumption that a
marriage can
never work out, or that it
isn't worth a try. It can last. My future in-laws
are proof that a marriage
can withstand
the many potential catastrophes and last a
lifetime.
我未婚夫的父母具令人难以置信。他们自从上高中的时候就在一起
，超过
30
年了，他
们有
5
个子女，
疯狂的工作安排，别人有的事他们都有。
但是他们却是例外，因为他们仍然
疯狂地相爱。和他们在一起犹
如呼吸到一口新鲜空气。从他们身上我看到的爱是不一样的。
我就想，
< br>这样的爱我也有。
你永远都无法知道生活会给你什么，
但
是认为婚姻永远不能白头
偕老、
不值得一试可就是很危险的看法
了。
婚姻可以长久。
婚姻可以经得起很多潜在的灾难，
能持续一生，我未来的公公婆婆就是明证。
My relationship with my fiance is not
perfect. But it is
fantastic
．
Being with him
brings out a
better and happier version
of me
．
He makes me laugh
harder than anyone else
．
We
have a healthy
and wonderful way of
communicating
．
But most
importantly
，
I love him
without condition
．
And
he
loves
me
for
who
I
am
without
judgment,
without
complaining
about
how
messy
I
am
or
getting
annoyed at how crazy and neurotic I can
be
．
We always put each other
first and always
make
time
for
each
other
no
matter
how
busy
our
world
gets
．
He
is
as
excited
as
I
am
to
get
married
，
and
together we are confident in our compatibility and
our ability to last
forever
．
We have
the example of his parents and
mine
，
examples to learn
from
，
what mistakes not to
make
，
and how
to
create a stable foundation that will last beyond
the present time
．
我和未婚夫的关系不完美，但很美妙。和他在一起让我变得更好、
更开心。
他能让我开
怀大笑，而别人做不到。我们之间的交流很健康、很棒。但最为
重要的是，我对他的爱是无
条件的。他对我的爱就是因为我这个人，
不带有任何判断，不抱怨我不讲究整洁，
也不会对
我有时候
的神经过敏而烦恼。
我们总是能先为对方着想，
不管我们多忙也
总能为彼此找出时
间。对结婚他和我一样兴奋，我们共同坚信彼此合得来，
能够携手到永远。
我们有他的父母
和我的双亲为例，
有借鉴的事例，知道哪些错误不能犯，
知道如何创造稳定的基础，让其超
越现在。
One
day
，
I may look back with
stale
，
wrinkled eyes and see
a silly little girl who didn’t know
what she was talking
about
．
One day my
relationship may not be as wonderful as it is
now
．
But I
am not
going to go into marriage waiting for everything
to fall apart
．
I’m not
planning ahead for
my divorce or
imagining myself as a walking
statistic
。
When I say ―I
do
，
‖I am saying I promise to
2
love forever
；
not
―until this isn’t perfect and l want
out
．
‖I mean
forever
．
有一天，我或许会用千瘪、皱纹环绕的眼睛回顾现在，看到一个傻丫头，她不知道自己
< br>在说什么。
我们的关系有一天或许不像现在这样好。
但我
不会在走进婚姻殿堂时就想着一切
都有瓦解的时候。我不会为自己的离婚先作准备，或把
自己想象成活的数据。当我说
―
我愿
意
‖
的时候，我是在说我保证永远地爱他，而不是
―
到了感觉不完美的时候我就想退出
‖
。我
的意思是永远。
When l was younger, I dreamed about
getting married
．
I dressed up
in my mom’s wedding
dress and
veil
，
put on ridiculous
amounts of poorly-placed pink
blush
，
carried a bouquet of
fake
flowers from the vase on the
kitchen table and thought about how wonderful it
would be to do that
for
real
．
I know now that the
dream I had of married life was a little too
optimistic and hopeful to
say the
least.
我小的时候就梦想过结婚。我穿上妈妈的婚纱和面纱，脸上乱涂上很多粉
红色的胭脂，
从厨房花瓶里拿出一束假花，
还想那要是真的该多
好。
我现在知道我梦中的婚姻生活有点太
乐观，至少抱的希望太
大。
Now I have a gorgeous
wedding dress of my own
．
I’ll
wear it proudly and say―I do!‖ and
dance and eat cake that costs way too
much money
．
I will enjoy that
one amazing day with all of
my
being
．
But I know that day
will end, and once
it’s
over
，
I have to make plans
for the future
，
and
my
husband
and
l
will
have
to
work
hard
to
reach
our
mutual
goals
．
And
I’ll
try
with
everything I am to prove to everyone
that we can make it work
，
to
make the 6-year-old version of
me
proud
．
现在我自己有一件绝好
的婚礼服。我会自豪地穿上，而且说
―
我愿意
< br>‖
，跳舞，吃那价钱
不菲的蛋糕，
会全身心地享受这美好的日子。
但我知道这一天是会结束的，
一旦结束，
我
就
得筹划未来。
丈夫和我得辛勤地工作，
< br>去实现我们共同的目标。
我会尽自己的一切向他人证
明我
们的婚姻运转很好，让
6
岁就想做新娘的我自豪。
So, for all of you divorced folk
out there
，
or those of you
unhappily married, or those who are
just plain cynical, I am sorry
that you aren’t crazy in love anymore.
I’m sorry if you never found
someone
who makes you catch your breath. But for now, let
me have my fun
，
let me back
in the
glory of ridiculous
，<
/p>
consuming
，
deliciou
s, beautiful,
wonderful
，
once-in-a-lifetime
love
．
You don't
have to tell me what I already know.
For now, just let me be happy.
因此，我很抱歉，
你们这些离婚的人，婚姻不幸的人，还有那些只是玩世不恭的人，因
为你们不再热恋。<
/p>
如果你们从来没有找到让你兴奋得屏气的人，
我只能再次说声抱歉
了。
是
但现在，就让我享有自己的快乐，让我沐浴在这有点荒谬
、强烈、有趣怡人、美丽、精彩、
而且一生只有一次的爱河中。
你大可不必告诉我那些我已经知道的东西。
你们暂且就让我高
兴
一回吧。
3
Unit Three
：
Health
Text A
：
Tracing
the Cigarette’s Path From Sexy to
Deadly
追寻烟草的历程：从性感到致命
HOWARD MARKEL, M.D.
霍华德
.
马克尔
.
医学博士
For
many
Americans,
the
tobacco
industry’s
disingenuousness
became
a
matter
of
public
record
during
a
Congressional
hearing
on
April
14,
1994.
There,
under
the
withering
glare
of
Representative
Henry
,
Democrat
of
California,
appeared
the
chief
executives
of
the
seven
largest American tobacco companies.
对许多美国人来说，
烟草业的不诚信记入公众档案始于
1994
年
4
月
14
日的一次国会
听证会，在加州民主党代表亨利﹒
A
﹒威克斯曼的怒视
下，美国七大烟草巨头的首席执行官
出现在这次听证会上。
In the 1930s and 1940s,cigarettes were
either healthy because they were implicitly
endorsed
by a kindly doctor,or sexy.
在
20
世纪
30
和
40
年代，香烟要么意味着健康<
/p>
------
因为有一位仁慈的医生含蓄的推
荐它，要么意味着性感。
Each
executive
raised
his
right
hand
and
solemnly
swore
to
tell
the
whole
truth
about
his
business. In sequential testimony, each
one stated that he did not believe tobacco was a
health risk
and that his company had
taken no steps to manipulate the levels of
nicotine in its cigarettes.
每次总裁举起右手，
郑重宣誓要对从事的业务实话实说。
在随
后的证词中，
每个人都陈
述自己不相信烟草会给健康带来风险，
而且自己的公司从未采取措施来操纵香烟中尼古丁的
含量。
Thirty
years after
the famous surgeon general
’
s
report declaring cigarette smoking a health
hazard, the tobacco executives, it
seemed ,were among the few who believed otherwise.
30
年前，一位卫生局长就发布了
关于抽烟危害健康的著名报告。如今开来，烟草业总
裁们属于不相信该报告的极少数人的
行列。
But it was not always
that way. Allan M. Brandt, a medical historian at
Harvard, insists that
recognizing the
dangers of cigarettes resulted from an
intellectual process that took the better part
of the 20th century. He describes this
fas
cinating story in his new book, ―The
Cigarette Century:
The Rise, Fall and
Deadly Persistence of the Product that Defined
America‖ (Basic Books).
但事实
本非始终如此。
哈佛大学医学史专家艾伦﹒
M
< br>﹒布兰特坚持认为，
对香烟危害的
认识源于持续了大半个
20
世纪的一个智力过程。在新书《香烟的世纪：界定美国的
产品的
兴衰和死命的坚持》中，他讲述了这个引人入胜的故事。
In contrast to the symbol of death and
disease it is today, from the early 1900s to the
1960s
the cigarette was a cultural icon
of sophistication, glamour and sexual allure
—
a highly prized
1
commodity for one out of two Americans.
虽说当今香烟是死亡和疾病的象征，但从
20
世纪初到
20
世纪
60
年代，香烟在文化
上象征着成熟练达，魅力和性感诱惑
---------
是当时半数美国人大为追捧的商品。
Many
advertising
campaigns
from
the
1930s
through
the
1950s
extolled
the
healthy virtues of cigarettes. Full-
color magazine ads depicted kindly doctors clad in
white
coats
proudly
lighting
up
or
puffin
g
away,
with
slogans
like
―More
doctors
smoke Camels than any other
cigarette.‖
从
20
世纪
30
年代到
50
年代，许多广告运动都颂
扬香烟的健康品质。在全彩的杂志
广告中，身穿大白褂的仁慈的医生骄傲的点起香烟或是
吞云吐雾，上面还写着
―
更多医生选
择
骆驼牌香烟
‖
之类的广告语。
Early
in
the
20th
century,
opposition
to
cigarettes
took
a
moral
rather
than
a
health-conscious
tone,
especially
for
women
who
wanted
to
smoke,
although
even
then many doctors were concerned that
smoking was a health risk.
20
世纪初期，对于香烟的抵制带着道德的口吻，而不是出于
对健康的关注。对想抽烟
的女性更是如此。不过即使再当时，许多医生已经关注到吸烟会
给健康造成风险。
The
1930s
were
a
period
when
many
Americans
began
smoking
and
the
most
significant health
effects had not yet developed. As a result, the
scientific studies of
the era often
failed to find clear evidence of serious pathology
and had the perverse
effect of
exonerating the cigarette.
在
20
世纪
30
年代这一时期，许多美国人
变成了烟民，而抽烟对健康最为显著的危害
尚未觉现出来。
因此
，
这一时期的科学研究无法从严肃的病理学上找到清晰的证据，
竟起到
了为香烟开脱的反效果。
The years after World War II, however,
were a time of major breakthroughs in
epidemiological
thought.
In 1947, Richard Doll
and A.
Bradford Hill of the British
Medical
Research
Council
created
a
sophisticated
statistical
technique
to
document
the
association
between
rising
rates
of
lung
cancer
and
increasing
numbers
of
smokers.
到了二战后，流行病学思想取得了不少重大突破。
1947 <
/p>
年，英国医学研究会的理查德
﹒多尔和
A
﹒布德福德﹒希尔创立了一种复杂的统计方法，
以记录肺癌上升
率和烟民增加之
间的关系。
The
prominent
surgeon
Evarts
A.
Graham
and
a
medical
student,
Ernst
L.
Wynder, published a landmark article in
1950 comparing the incidence of lung cancer
in
their
nonsmoking
and
smoking
patients
at
Barnes
Hospital
in
St.
Louis.
They
concluded that ―cigarette
smokin
g, over a long period, is at
least one important factor
2
in the striking
increase in bronchogenic cancer.‖
著名外科医生埃瓦茨﹒
A
﹒格雷厄姆和医学专业
学生，欧内斯特﹒
L
﹒温德尔，于
19
50
年发表了一篇极为重要的论文，
比较了圣路易斯市巴恩斯
医院内烟民和非烟民肺癌患者的发
生几率。在结论中，他们认为
―
长期抽烟至少是支气管癌发病率飙升的重要因素之一。
‖
Predictably,
the
tobacco
companies
—
and
their
expert
surrogates
—
derided
these
and
other
studies
as
mere
statistical
arguments
or
anecdotes
rather
than
definitions of
causality.
不难想象，
烟草公司以及他们的专家代言人们嘲笑这些以及其他研究，
称这些仅仅是统计上
的论据或趣闻铁事，根本不能确定其因果关系。
Dr.
Brandt,
who
has
exhaustively
combed
through
the
tobacco
companies
’
internal
memorandums
and
research
documents,
amply
demonstrates
that
Big
Tobacco understood many
of the health risks of their products long before
the 1964
surgeon general’s report.
在详细梳理了烟草公司的内部备忘录和研究文档后，
布兰特博士用充分的证据证明，
早
在
1964
年的卫生局长报告发表前，
各大烟草巨
头就已了解了自家产品对健康造成的诸多风
险。
He
also
describes
the
concerted
disinformation
campaigns
these
companies
waged for more than half a century
—
simultaneously obfuscating
scientific evidence
and spreading the
belief that since everyone knew cigarettes were
dangerous at some
level,
smoking
was
essentially
an
issue
of
personal
choice
and
responsibility
rather
than a corporate one.
他还描述了这些公司在半个多世纪以来，
一直合谋炮制假消息，
同时混乱科学证据，
苫
布这种论调：
既然大家都知道香烟在一定程度上有危害，
抽烟与否根本上说是个人的选择和
责任问题，责任不在烟草公司。
In
the
1980s,
scientists
established
the
revolutionary
concept
that
nicotine
is
extremely
addictive.
The
tobacco
companies
publicly
rejected
such
claims,
even
as
they took advantage of cigarettes’
addictive potential by routinely spiking them with
extra nicotine to make it harder to
quit smoking. And their marketing memorandums
document advertising campaigns aimed at
youngsters to hook whole new generations
of smokers.
在
20
世纪
80
年代，
科学家们建立了一种革命性的观念，
即尼古丁具有极强的致瘾性，
< br>虽说烟草公司公开否认这些说法，
但当时他们已经利用香烟的致瘾性来赚钱了，<
/p>
他们加尼古
丁含量，将烟民勾住，使得戒烟越发困难。在他们的营
销备忘录中，记录了他们针对青少年
发动的广告运动，旨在诱惑一代代新烟民。
3
In 2004, Dr. Brandt was recruited by
the Department of Justice to serve as its star
expert witness in the federal
racketeering case against Big Tobacco and to
counter the
gaggle of witnesses
recruited by the industry. According to their own
testimony, most
of
the
29
historians
testifying
on
behalf
of
Big
Tobacco
did
not
even
consult
the
industry’s
internal
research
or
communications.
Instead,
these
experts
focused
primarily on a small
group of skeptics of the dangers of cigarettes
during the 1950s,
many of whom had or
would eventually have ties to the tobacco
industry.
2004
年
，布兰特博士被司法部聘请为重要专家，在指控烟草巨头的联邦欺诈案件中作
证，并与烟
草业雇佣来的一伙证人进行对质。根据为烟草巨头们出庭作证的
29
< br>位历史学家
们自己的供述，
他们中大多数甚至没有参看过
烟草业内部的研究或交流文档。
相反，
这些专
< br>家主要关注的是
20
世纪
50
年代的一小缀对香烟危害的怀疑论者，他们中大部分人要么当
时
就与烟草业相勾结，要么最终也会通烟草业勾结起来。
―I
was appalled by what the tobacco expert witnesses
had written,‖ Dr. Brandt
said in a
recent interview. ―By asking narrow questions and
responding to them with
narrow
research, they provided precisely the cover the
industry sought.‖
布兰特博士在近期一
次专访中说：
―
这些专家证人写下的言论令我感到震惊。他们靠
问
一些片面的问题，并用片面的研究来解答，从而为烟草业提供了他们恰好需要的挡箭牌
。
‖
Apparently,
the judge, Gladys Kessler of Federal District
Court for the District of
Columbia,
agreed. Last August, she concluded that the
tobacco industry had engaged
in
a
40-y
ear
conspiracy
to
defraud
smokers
about
tobacco’s
health
dangers.
Her
opinion cited Dr.
Brandt’s testimony more than 100 times.
当然，
哥伦比亚特区联邦地方法庭法
官格拉迪斯。
凯斯勒同这一看法。
去年八月，
< br>她总
结道，烟草业策划了一场长达
40
年的阴谋，向烟草隐瞒烟草对健康的危害。她的观点中引
用了布兰特博士的证词
达
100
多次。
Dr.
Brandt
acknowledges
that
there
are
pitfalls
in
combining
scholarship
with
battle
against
the
deadly
pandemic
of
cigarette
smoking,
but
he
says
he
sees
little
alternative.
布兰特博士承认，
将学术研究和与抽
烟这种致命的世界性传染病作斗争结合起来，
这当
中会有陷阱，
但他说他几乎看不到有别的选择。
―If one of
us occasionally crosses the boundary
b
etween analysis and advocacy,
so be it,‖ he said. ―The stakes are
high, and there is much work to be
done.‖
―
如果我们中有人偶然
跨过了分析和倡导之间的边界，那就跨过吧。
‖
他说，
―
风险很大，
还有更多工作要做。
‖
4
Text
B
：
Marketing to Your
Mind
潜入心灵的营销
Alice
Park
爱丽丝
·
帕克
Are you a Coke or Pepsi
drinker? Do you pull into McDonald's golden arches
or prefer to
it
your
way
at
Burger
King?
When
es
to
toothpaste,which
flavor
gets
you
brushing,
Colgate or Crest?
If you think it's just
your taste buds
that guide these preferences, you may be
surprised
by
what
neuroscientists
are
discovering
when
they
peer
inside
the
brain
as
it
makes
everyday
choices like these.
你喝可口可乐或百事可乐吗？你有
没有驾车驶入麦当劳金色的拱门？你是不是偏爱在
―
汉堡王
‖
餐厅
―
让我做主
‖
？谈到牙膏，
哪种口味会让你刷牙？
是高露洁还是佳洁士？如果你
觉得仅仅是味蕾指导着这些喜好的话，
那么看看神经家们通过窥视大脑做出这类日常决策后
的发现吧，你也许会大吃一惊。
Don't worry--no one's
scanning your head as you stand in front of the
beverage aisle or sit in
line
at
the
drive-
through.
Instead,
brain
scientists
are
asking
volunteers
to
ponder
purchasing
choices while
lying inside high-tech brain scanners. The
resulting real-time images indicate where
and how the brain analyzes options,
weighs risks and rewards, factors in experiences
and emotions
and ultimately sets a
preference.
behind people's decisions
in a way that is often difficult to get at simply
by asking a person or
watching their be
havior,
别担心
-------
当你站在饮料货架前或是在免下车餐厅前排队时，
没有人在扫描你的大脑，
脑科学家们的办法是，
让志愿者躺在高科技脑扫描仪下，
思考采购决策。
扫描产生的实时图
像表明了大脑在何处以何
种方式分析各选项，
掂量风险和回报、
经验和情感中的诸因素，
并
最终确定自己的偏好，艾摩利大学精神医生格雷戈里。伯恩斯
博士说：
―
我们使用脑扫描方
式来了解
人做决策的机制，这种机制靠询问别人或观察其行为是很难被发现的。
‖
To scientists, it's all part of
the larger question of how the human brain makes
decisions. But
the answers may be
invaluable to Big Business, which plowed an
estimated $$8 billion in 2006 into
market research in an effort to predict
--and sway--how we would spend our money. In the
past,
marketers relied on relatively
crude measures of what got us buying: focus-group
questionnaires
and measurements of eye
movements and perspiration patterns
(the more excited
you get about
something,
the
more
you
tend
to
sweat).
Now
researchers
can
go
straight
to
the
decider
in
chief--the brain itself, opening the
door to a controversial new field dubbed
neuromarketing.
对于科学家来说，
它只是人类大脑如何做决策这个大问题的一部分而已。
但对于大型企
业来说，问题的答案可能是极为宝贵的。据估计，
2006
年，这些企业在市场研究上投入了
80
亿美元，以预测
--------
并改变
---------
我们花钱的方式。过去，营销专家要了解影响我们
购买的因素，靠的是相对粗糙的手段：目标群体问卷调查，测量目光移动和出汗模式（你对
1
某事物越是兴奋，
就越容易出汗）
。
现在，
研究者们可以直接探入决策的主脑
-------
大
脑本身，
由此打开了一扇大门，进入了一个被命名为神经营销学的复杂的新领域。
For now, most of the research
is purely academic, although even brain experts
anticipate that
it's just a matter of
time before their findings e a routine part of any
smart corporation's marketing
plans.
Some lessons, particularly about how the brain
interprets brand names, are already enticing
advertisers.
Take,
for
example,
the
classic
taste
test.
P.
Read
Montague
of
Baylor
College
of
Medicine
performed
his
version
of
the
Pepsi
Challenge
inside
a
functional
magnetic
resonance
imaging (fMRI) machine in 2004.
Montague gave 67 people a blind taste test of both
Coke and
Pepsi, then placed his
subjects in the scanner, whose magnetic field
measures how active cells are
by
recording
how
much
oxygen
they
consume
for
energy.
After
tasting
each
drink,
all
the
volunteers showed strong activation of
the reward areas of the brain--which are
associated with
pleasure and
satisfaction--and they were almost evenly split in
their preferences for the two brands.
But when Montague repeated the test and
told them what they were drinking, three out of
four
people said they preferred Coke,
and their brains showed why: not only were the
reward systems
active,
but
memory
regions
in
the
medial
prefrontal
cortex
and
hippocampus
also
lit
up.
showed that the brand alone
has value in the brain system above and beyond the
desire for the
content
of
the
can,
says
Montague.
In
other
words,
all
those
happy,
energetic
and
glamorous
people drinking
Coke in commercials did exactly what they were
supposed to do: seeped into the
brain
and left associations so powerful they could even
override a preference for the taste of Pepsi.
迄今，
这项研究基本上是纯学术性的，
不过脑科
学专家预计，
早晚有一天他们的发现会
被所有明智的企业所采纳
，
成为其营销方案中的常规部分。
部分课程，
< br>尤其是关于大脑如何
解读商标名称的课程，已经令广告商们大为感兴趣，例如经典
的味觉测试。
2004
年，
Balor
医院学的
P
。
里德。
蒙塔古利用功
能性核磁共振成像仪
（
fMRI
）
进行了他的
―
百事挑战活动
‖
。
蒙古让
67
个人在不知情的情况下分别品尝了可口可乐和百事可乐并进行测试，
然后让
受试
着躺在扫描仪下，
扫描仪的磁场通过记录获得能量所需的耗
氧量，
测出细胞的活跃程度。
品
尝了两
种饮料后，所有志愿者脑部与愉悦和满意情绪相联系的奖励区域显示出较强的激活，
在对
两种品牌的喜好中，
志愿者人数几乎是半对半。
但当蒙塔古将测
试重复进行并告诉了他
们所喝的是何种饮料时，
四个人中有三个
说他们更喜欢可口可乐，
他们的大脑揭示了其中的
奥妙：不仅奖
励系统活跃起来，而且中央前额皮层和海马区的记忆区域也点亮了。
―
< br>这表明
品牌本身在大脑系统中具有的价值已经高于并超出了对罐中饮料的欲求。<
/p>
‖
换句话说，广告
片里那些喝着可口可乐
，
看起来快乐、
生机勃勃、
魅力四射的
人们圆满完成了交给他们的任
务：渗入观众大脑中，引起了强烈的联想，甚至盖过了对百
事可乐的味道的偏好。
Stanford
neuroscientist Brian Knutson has zeroed in on a
more primitive aspect of making
choices.
should be stuff in
your brain that promotes your survival, whether
you have learned those things
or
not--such
as
being
scared
of
the
dark
or
the
unknown.
Knutson
calls
these
anticipatory
emotions, and
he believes that even before the cognitive areas
of the brain are brought in to assess
2
options,
these
more
intuitive
and
emotional
regions
are
already
priming
the
decision-making
process
and
can
foreshadow
the
primitive
triggers
almost
certainly
afforded
survival
advantages to our ancestors when they
decided which plants to pick or which caves to
enter, but
Knutson surmises that
vestiges of this system are at work as we make
more mundane choices at
the
mall.
There,
it's
the
match
between
the
value
of
a
product
and
its
price
that
triggers
an
anticipation of pleasure or pain.
斯坦福大学神经科学家布莱恩。克努僧专注于做选择时较为原始的一面。他说，
―
我们
生来具有某种机制来判断哪些可能是有益的东西，<
/p>
哪些可能是有害的东西。
你的头脑里应该
有某种东西来提高你的生存能力，不管你学过学过
-----------
例如怕黑、害怕未知事物等。
‖
克努森把这些叫做<
/p>
―
期望情感
‖
，
他相信甚至再大脑的认知区域介入选项的分析前，
这些更接
近直觉、
更感性的区域已经为决策过程做了准备，
< br>并能够预测到结果。
当我们的祖先在判断
去采哪株植物或
是进入哪个洞穴时，这种原始的诱发因素几乎肯定为他们生存带来了益处，
但克努森推测
，
当我们在商场里做出一些日常选择时，
这一系统的残余部分发
挥了作用。
在
商场里，正式商品价值和价格之间的较量诱发了愉
悦或痛苦的期望。
To
test
his
theory,
Knutson
and
his
team
devised
a
way
to
mimic
these
same
intuitive
reactions
in
the
lab.
He
gave
subjects
$$20
each
and,
while
they
were
in
the
fMRI
machine,
presented
them
with
pictures
of
80
products,
each
followed
by
a
price.
Subjects
then
had
the
option of purchasing each item on
display. As they viewed products they preferred,
Knutson saw
activity in the nucleus
accumbens,a region of the brain involved in
anticipating pleasant es. If, on
the
other
hand,
the
subjects
thought
the
price
of
these
items
was
too
high,
there
was
increased
activity in the
insula
—
an area involved in
anticipating pain.
people's brains
right before they make certain decisions,you can
get a handle on these two feelings
and
do a better job of predicting what they are about
to do,
emotions not only bias but drive
decision making.
为了检验他的理论，
克努森
和他的研究小组设计了一种在实验室环境中模拟同样直觉反
应的方法。
< br>他给了受试者没人
20
美元，
当受试者挡在
fMRI
扫描一下时，
他给受试者看
80
种产品的图片，
每种图片后附有起价格。
然
后受试者可以选择购买给一种展示的物品。
当他
们审视着他们喜
欢的产品时，
克努森看到了伏隔核的活动
（伏隔核是一片预感愉
悦结果的脑
部区域）
。另一方面，如果受试者认为这些物品的价
格太高，脑岛部分的活动就会增强，而
闹岛是预感痛苦的脑部区域。
―
我们的想法是，如果你能够在人们做出某些决策前，看穿他
们的脑部活动，你就能够控制这两种情绪，更好的预测他们即将做的决策。
‖
克努森说，
―
我
相信期
望情感不仅使决策产生偏移，而且对决策产生推动作用。
‖
All
of
this,
of
course,
is
whirring
along
at
the
brain's
split-second
pace,
and
as
imaging
technology improves, Knutson is hopeful
that he and others will be able to see in even
more detail
the circuits in the brain
activated during a y, according to Montague, these
images
have revealed surprising things
about how the brain pares down the decision-making
process by
setting up shortcuts to make
its analysis more efficient. To save time, the
brain doesn't run through
3
the laundry
list of risks, benefits and value judgments each
er it can, it relies on a
type
of
key
that
takes
advantage
of
experiences
and
stored
information.
That's
where
things like brands,
familiarity and e in--they're a shortcut for
knowing what to expect.
from the devil
you know,
there and deliberate chews up
time, and that makes you less efficient than the
next guy.
和其他科学家们将会了解到决策过程中大脑兴奋区域的更多细节，<
/p>
据蒙塔古称，
这些图
像已经揭示了许多令
人吃惊的事实，
说明了大脑如何消减决策过程，
建立捷径，
提高决策分
析的效率。为了节省时间，大脑并不每次都对风险，益处
和价值判断进行
-------
分析。只要
可能的话，
大脑都依赖一种对以往经验和存储的信息加以利用的
―
快捷键
‖
。
这就是品牌、熟
悉度和信任介入的地方
--------<
/p>
它们是了解所期望事物的捷径。蒙塔古说，
―
你远离未知的东
西，
走向你了解的品牌，
< br>因为坐在那儿认真思考太消耗时间，
会让你比旁边那边家伙要低效。
‖
That's
certainly
music
to
advertisers'
ears,
but,
warn
neuroscientists,
it's
unlikely
that
our
purchasing behavior follows a single
pathway. Montague, for one,is investigating how
factors like
trust, altruism and the
feeling of obligation when someone does you a
favor can divert and modify
steps in
the decision-making tree.
has
accelerated at a breathtaking pace over the past
four years and yielded an incredible amount of
information,
对于广告商来说，
这种说法当然很美妙，
但神经科学家警告说，
我们的购买行为不
可能
遵循单一的方式，例如，
蒙塔古正在研究当别人帮助你时，
信任、
利他和责任感等因素如何
转移并修改决策结构图中的各步
骤，
他说，
：
―
利用大脑反应并将它们与行为关联起来的能力
在过去的四年中取得了令人惊叹的巨大进
步，产生了令人难以置信的海量信息。
‖
营销专家
如何使用这种信息来改进他们的讯息传播，令人拭目以待。
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