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[阅读小分队] 【每日阅读训练第四期——速度越障7系列】【7-6】经管

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发表于 2012-9-7 21:39:50 | 显示全部楼层 |阅读模式
亲们~rena又要考试啦~~今天过后 rena要暂时"退休"啦~~嘿嘿~ ~ 还是那句老话,周末又到了,可是不能松懈哦~~~大家加油!!
bank11已经接下rena的班啦~ 以后每周五就由 NN bank11给大家带来经管类速度越障啦~~~大家欢迎~~~~~!!!


【speed】

The mystery of the stopped clock illusion

Have you ever stared at a second hand on a clock and thought that time seemed to stand still for a moment? It’s not just you.

【time 1】
Sometimes, when I look at a clock time seems to stand still. Maybe you've noticed this to your bemusement or horror as well. You'll be in the middle of something, and flick your eyes up to an analogue clock on the wall to see what the time is. The second hand of the clock seems to hang in space, as if you've just caught the clock in a moment of laziness. After this pause, time seems to restart and the clock ticks on as normal.

It gives us the disconcerting idea that even something as undeniable as time can be a bit less reliable than we think.

This happened to me for years, but I never spoke about it. Secretly I thought it was either evidence of my special insight to reality, or final proof that I was a little unhinged (or both). But then I found out that it’s a normal experience. Psychologists even have a name for it - they call it the “stopped clock illusion”. Thanks psychologists, you really nailed that one.

An ingenious experiment from a team at University College London recreated the experience in the lab and managed to connect the experience of the stopped clock to the action of the person experiencing it. They asked volunteers to look away and then suddenly shift their gaze to a digital counter. When the subjects tried to judge how long they had been looking at the digit that first appeared, they systematically assumed it had been on for longer than it had.
【255 words】

【time 2】
Filling gaps
Moving our eyes from one point to another is so quick and automatic that most of us probably don't even think about what we are doing. But when you move your eyes rapidly there is a momentary break in visual experience. You can get a feel for this now by stretching your arms out and moving your eyes between your two index fingers. (If you are reading this in a public place, feel free to pretend you are having a good stretch.) As you flick your eyes from left to right you should be able to detect an almost imperceptibly brief “flash” of darkness as input from your eyes is cut off.

It is this interruption in consciousness that leads to the illusion of the stopped clock. The theory is that our brains attempt to build a seamless story about the world from the ongoing input of our senses. Rapid eye movements create a break in information, which needs to be covered up. Always keen to hide its tracks, the brain fills in this gap with whatever comes after the break.

Normally this subterfuge is undetectable, but if you happen to move your eyes to something that is moving with precise regularity – like a clock – you will spot this pause in the form of an extra long “second”. Fitting with this theory, the UCL team also showed that longer eye-movements lead to longer pauses in the stopped clock.
【240 words】

【time 3】
It doesn't have to be an eye movement that generates the stopped clock – all that appears to be important is that you shift your attention. (Although moving our eyes is the most obvious way we shift our attention, I'm guessing that the “inner eye” has gaps in processing in the same way our outer eyes do, and these are what cause the stopped clock illusion.) This accounts for a sister illusion we experience with our hearing – the so-called “dead phone illusion”, which is when you pick up an old-fashioned phone and catch an initial pause between the dial tone that seems to last longer than the others.

These, and other illusions show that something as basic as the experience of time passing is constructed by our brains – and that this is based on what we experience and what seems the most likely explanation for those experiences, rather than some reliable internal signal. Like with everything else, what we experience is our brain's best guess about the world. We don't ever get to know time directly. In this sense we are all time travellers.
【183 words】



People can be fat yet fit, research suggests


Some obese people were as 'metabolically fit' as people of ideal weight

【time 4】
People can be obese yet physically healthy and fit and at no greater risk of heart disease or cancer than normal weight people, say researchers.

The key is being "metabolically fit", meaning no high blood pressure, cholesterol or raised blood sugar, and exercising, according to experts.

Looking at data from over 43,000 US people they found that being overweight per se did not pose a big health risk.

The results are published in the European Heart Journal.

In the study at the University of South Carolina, more than a third of the participants were obese.

Of these 18,500, half were assessed as metabolically healthy after a physical examination and lab tests.

This subset of metabolically healthy obese people who did not suffer from conditions such as diabetes, high cholesterol or high blood pressure, were generally fitter and exercised more than the other obese people.

And their risk of developing or dying from cardiovascular disease or cancer was identical to people of ideal weight and was half that of "metabolically less fit" obese people.
Lead researcher Dr Francisco Ortega, who currently works at the University of Granada in Spain, said the findings show that getting more exercise can keep you healthier, even if you still carry a bit of extra weight.

"This research highlights once again the important role of physical fitness as a health marker."
【225 words】

【time 5】
Most of the men and women in the study came from a similar background, meaning the results may not apply to everyone. They were mostly Caucasian, well educated, and worked in executive or professional positions.

Amy Thompson, of the British Heart Foundation, said: "In the majority of cases, obesity is an undeniable risk factor for developing coronary heart disease. However, these studies remind us that it is not always your weight that's important, but where you carry fat and also how it affects your health and fitness.

"It is particularly important to be aware of your weight if you are carrying excess fat around your middle. The fat cells here are really active, producing toxic substances that cause damage which can lead to heart disease.

"Maintaining a healthy diet with lots of physical activity can help to slim you down as well as reduce your risk of heart health problems.

"But don't get too caught up on the numbers on the scale. Calculating your body mass index and measuring your waist are great ways to keep on track. If you are concerned about your weight and want to make changes to your lifestyle, make an appointment with your GP to talk it through."
【203 words】





【obstacle】

Augmented-reality advertising
More than just a Blipp on the virtual landscape



THE best ideas in business often germinate in a pub. Outlandish concepts somehow seem more sensible when viewed through the bottom of a pint glass. When Ambarish Mitra, an entrepreneur, suggested to Omar Tayeb, a computer-science graduate at Imperial College London, that technological trickery could alter the still portrait of the queen on a British £20 note, the seed of an idea was planted. That idea became Blippar, a “tech-based advertising platform” which has a million active users.

Previously, advertising’s conjunction with technology was limited: internet users were encouraged to visit advertisers’ websites, or at best a clunky quick response (QR) code—a black-and-white square bar code— was tacked onto posters. Blippar has sought to rework the advertising experience using augmented reality. (As with many tech start-ups, the company has its own lingo: adverts, or “blipps”, are “blipped”, rather than scanned.) Users hold up their phones or iPads to an advert. After reading the layout of the image, and connecting it with the app’s ad database, Blippar then takes users to a website, or overlays video or game content on top of an image. According to internal company data, the average user engages with an advert for 4 minutes 36 seconds—significantly longer than television or print equivalents.


Blippar is competing with others in the augmented reality (AR) sector, including Aurasma, which is part of Autonomy, a company owned by Hewlett-Packard, that operates in largely the same way, but calling its connections with users “auras”. More than four million people across 100 countries have downloaded the Aurasma app since June 2011, 70% onto their phones. A quarter are active users at any one time, says Matt Mills, global head of partnerships at Aurasma. Big names are also entering the fray: Amazon and Google are putting their money and expertise behind in-house AR projects.

Many companies are testing AR’s capabilities in their advertising campaigns. Universal, Tesco and KFC have used Aurasma for marketing purposes. Unilever, Samsung, Nestlé, Nike and Cadbury have all enlisted Blippar’s help rather than creating their own branded apps, which generally have a shelf life of only 17-20 days. Now approaching its second year, Blippar is rolling out beyond Britain’s borders. Even Hollywood has got on board: moviegoers in the United States can view a trailer for “The Campaign”, a political comedy film starring Will Ferrell, by blipping a one dollar bill (see picture above). The actors supplant George Washington on the bill, and launch into their political stump speech.

But the app’s most intriguing uses are not just in advertising. Stylist, a free weekly lifestyle magazine, created a live Olympic leaderboard with Blippar in its magazine for the 2012 London games. By blipping a page of the magazine, readers could see an up-to-date medals table that ran live data on the latest Olympic wins: 7% of the magazine’s readership did so in the seven days following publication.

This echoes the work of Layar, a Dutch AR platform, which focuses on extending the usability of print formats—such as magazines and postcards—with interactive digital content. The technology’s flexibility could go further still. Museums and historical sites, for example, could make good use of AR: the Forum in Rome could be scanned, triggering a computer-generated reanimation of the ruined site to its former glory. Educational narration could explain a building’s use as the app rebuilds it, stone by stone. For now Blippar will not actively court such opportunities, says Mr Mitra, but will not turn down any approaches.

Aurasma, by contrast, makes great play of the fact that 20% of its app’s use is in an educational context. Teachers are adding contextual notes to homework that can be revealed by students using the app. But no matter how interactive homework is, children prefer to play. Zappar, another AR app, bases its business on T-shirts and greeting cards that turn into interactive games.

There are drawbacks to all these platforms, though. To interact with an advert, people need to download and install the requisite app. Many of their uses are at present little more than follies—moving pictures superimposed on a static page. But the technology is still young, and once hooked, explains Mr Mitra, users are loyal to Blippar. People using it for the first time do so seven times within a month of downloading it, across multiple campaigns. Within six months the company plans to move to a business model that would see continual, daily engagement with the app. Aurasma’s five-year plan includes promoting more user-generated content.

Augmented reality’s future success is dependent on changing attitudes towards the technology. “We want to get the whole world tagged up with auras”, says Aurasma’s Mr Mills. “Everyone is carrying supercomputers on their palms,” believes Blippar’s Mr Mitra. “We want to leave a legacy of interacting with your environment through your phone.” And yes, that includes blipping, then decorating, a pint of stout in your local watering hole.

【818 words】
发表于 2012-9-7 22:35:34 | 显示全部楼层
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How Blippar comes from: In a pub, a conversation between AM, an entrepreneur, and OT, a computer-science graduate, inspired the idea of “tec-based advertising platform”.
What is Blippar: Blippar is kind of advertising experience using augmented reality. Users use phone an advert, Blippar will show video or game content on top of image, whereas, in conventional advertisement, users have to visit advertiser’ websites.
Blippar’s competitor:
1) Aurasma, the strong competitor of Blippar, uses AR and operates in the same way. However, most universal companies turn to Bippar to build in-house AR projects.
2) Not only in advertising, but also in magazine, Blippar exerts its AR application, while Aurasma combines educational context.
AR is still young; people can hardly convert their loyalty once hooked.
AR’s future depends on changing attitudes towards the technology.

感谢楼主分享,祝考试顺利!
发表于 2012-9-7 23:13:47 | 显示全部楼层
先占座。谢谢Rena,我愿意接下你的接力棒。能麻烦rena或者铁猴子老大简单的说一下接班的规则呢?我看了置顶里小分队的说明贴,但具体要怎么做还是不太懂。

1:21 / 1:37 / 1:10 / 1:30 / 1:12 +  6:13
发表于 2012-9-8 07:09:24 | 显示全部楼层
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The generation of B
How we use B to advertise?  B brings the users to the websites or …
The competitor of B: AR---AR is popular
Many companies are using the apps to advertise including ARand B.
However, apps’ using is not just in advertising. Forexample, S created a live Olympic leaderboard with B.
Other extensional usability.
Only 20% of use ofApps is in educational context.
Drawbacks: user need to download the apps to access to the advertisement.
However, the B is young. once the user is loyal to the  apps, they will use apps usually.
The five-year plan of A is to increase the users.
A should change the attitude towards the technology in thefuture.
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今天这篇看了几遍,第一遍就是不明白将的是个什么东东,这种文章脑子里没概念,继续努力呀!
发表于 2012-9-8 08:55:37 | 显示全部楼层
感谢rena一直以来的辛勤劳动!祝考试顺利!

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8’40
1. In business world, the best ideas always generate in the pub. After AM told OT the technology trick, which can change the portrait of the Queen on the money, B was invented. (B: tech-based ad platform)
2. Before the invention of B, the conjunction between ads and tech is limited. People always have to enter another website to see the ads. But B is different from the previous model, because people can see contents from scanning the picture.
3. In the AR field, B competes with many other companies, such as A, a subordinary company of HP. Also, game companies use this kind of tech.
4. Many companies are now testing the capabilities of AR.
5. AR is not used just in ads but also in magazines.
6. L extends the usage of print formats and interactive digital content. The flexibility of AR has been further. EX.
7. A mainly use AR in educational content. But children like games more, so Z use AR technology to link a picture with interactive games.
8. Drawbacks. But users will become loyal once they are used to the app.
9. The success of AR results from the changing attitude toward technology.
发表于 2012-9-8 10:30:15 | 显示全部楼层
谢谢Rena的文章~~还有一直以来的辛勤工作~~~祝考试顺利!!~


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越障:5'19
MI: discribe the development of Blippar.
1. When Blippar was founded, it was used to make advertisements.
2. compare Blippar with its competitor Au
3. Blippar's usage is not limited to advertising.
发表于 2012-9-8 11:34:02 | 显示全部楼层
谢谢rena~~
我先占一个坑待午饭后来~~
发表于 2012-9-8 13:25:26 | 显示全部楼层
Rena 加油!感谢你的付出! Best wishes!

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5:10
发表于 2012-9-8 20:52:52 | 显示全部楼层
A new method of advertisement.
People like this advertisement.
Corporation can earn more money from these technology.
The technology has some shortcome, but it will develop
It may change people's life.
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发表于 2012-9-8 21:06:33 | 显示全部楼层
wow, the pictures are so impressive! Where have you found?
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