《高级综合商务英语1（第二版）》教师用书Unit 4 Creativity and Innovation.pdf

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Unit4CreativityandInnovation

Lead-in

1)Firstly,PopMarthascreateditsownbrandsbyinnovatingacompletelynew

toycategory.Secondly,PopMarthasbranchedoutintomassmarketbydefiningart

toysastrendytoyswithpopularIPandaffordableprices.Thirdly,PopMarthas

appealedtoawidercustomerbaseviaitscollaborationandcross-overwithrenowned

IPs.

2)Firstly,PopMart’sarttoysarepopularwithteenagersandadultsbecausethey

catertoanaturalhumandesireforcollectingandpreservingrareandcollectible

figures.Secondly,openingablindboxandfindingararefigureinvolveanticipation,

surpriseanddelight.Thirdly,PopMarthasempoweredthetoyswithasocialfeature

whenfansdesiretofindaspecificfigurefromaseriestheywanttoget.

TextA

I.ReadingComprehension

1)T2)F3)NG4)F5)F6)T7)NG8)T9)T

1)RadiatorSpringssymbolizesthepowerofcreativityintwoways.First,it

representsPixar’screativevision,showcasingthestudio’sabilitytotransform

animationintoaformofartisticstorytelling.Second,withinthemovieCars,Radiator

Springsissymbolicofhowcreativitycanbreathenewlifeintosomethingthatwas

onceconsideredobsoleteorlifeless.

2)Modernismintoxicateduswiththeideathatweareonthewaytoabrighter

futureinthelightofmaterialpossessions.Itreassuresusthatwedeservetheprogress

andimprovementbymaterialacquisition.Postmodernismdismisseswhatistakenfor

grantedbymodernism.Withthedawningofthepostmodernera,Westerncultureis

involvedinastateofturbulenceduetothelossofacentralizedprinciple.Weareled

astraybycomplexity,cynicismsanddoubtinourquestofpurposeandmeaningoflife.

Consumerismandmaterialismoffernoelixirforourbewilderments.

3)Inthepostmoderneraofamazingtechnologyandknowledge-basedprogress,

thereisasignificantnegativecorrelationbetweenhappinessandmaterialweal

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