高级综合商务英语1 彭青龙 Unit 5 Creativity and Innovation

UnitFiveCreativityandInnovation1.Lead-in2.TextA:ThePostmodernCravingforCreativity3.TextB:DesignThinkingLead-inDiscussion1）What’sthedifferencebetweenCreativityandInnovation?Readthenexttwoslidesforsomeclues.Lead-inDiscussion★Whatiscreativity?“...toraisenewquestions,newpossibilities,toregardoldproblemsfromanewangle...”-----AlbertEinstein★Whatisinnovation?Lead-inDiscussion2)Howcanbreakthroughproductsavoidfailure?•ManymanagerswanttheirorganizationstodevelopbreakthroughproductsandasktheirR&DdepartmentstocomeupwiththeequivalentoftheiPodoriPhone.•Unfortunately,therealityisthatproductfailureismorecommonthansuccess.Whatarethereasonsforproductfailure?Lead-inDiscussion1.Breakthroughproductssometimesfailbecausetheydonotfunctioncorrectly.a.TheAppleNewtonpersonaldigitalassistantpromisedbutfailedtorecognizehandwriting.b.UnileverandP&Ghaveintroduced“power”washingpowderstoremovestainsbutwhichdamagedfabrics.Lead-inDiscussion2.Breakthroughproductsfailtosatisfycustomerneedsandmeetcustomerexpectations.ArecentsurveyfoundthatofhundredsofnewfoodandbeverageproductsintroducedinthelastfewyearsintheUS,90%hadfailed(andwerewithdrawnfromsupermarketswithin3monthsoflaunch).Lead-inDiscussion3)What’sthemeaningof“thinkoutsidethebox”?Inapoll,“thinkoutsidethebox”hasbeenvotedBritain’smostdespisedbusinessjargon.Whatdoyouthinkisthepossiblereason?Lead-inDiscussionSelf-perfumingbusinesssuitPawSenseAlarmclockthatrunsawayfromyouLead-inInnovativeInventionsLaserCosmoHiddenWallSafeLead-inInnovativeInventions•ClickthewebsitetoopentheMillionDollarHomepage.••DoyoulikethisbusinessideaofAlexTew?Whyorwhynot?Lead-inMillionDollarHomepageStructuralAnalysisPara.MainTopicsPara.1-4Theevolutionofpeople’sperceptionaboutcreativityinindustrialandcommercialsectors.Para.5-10Thegrowingsocialattractiontocreativityinapost-modernworld.Para.11-18Consumerpreferenceforenergybrandscharacterizedbycreativebisociation.PartIQuestionsaboutPartIQ1.What’sthemainideaofPartI(Para.1-4)?Thereisgrowingrecognitionthatcreativitywhichusedtobeconsidereddiversionordecorationhasnowbecomeadrivingforceofeconomy,infusingenergytopeopleandbusinesses.Q2.WhydoestheauthormentionCarsatthebeginningofthetext?ReadtheNotesaboutPixarandRadiatorSprings.PartIQuestionsaboutPartIPixarDisney’sPixarhasamagicalwayofnotonlytouchingtheheartsofchildren,butalsotheheartsofadultsthroughitsanimatedmovieCars.PartINotesRadiatorSpringsRadiatorSpringswasonceapopularrestarea.However,intheearly1960’s,Interstate40builtnearbygreatlydecreasedtraffic.In2006,famousracecarLightningMcQueencametothetownandmadefriendswithpopulace.Afterhisrace,hesetuparacingheadquartersthere,andthetownstartedtogrowagain.PartINotes•Inthemovie,RadiatorSpringsspringingtolifecelebratesAmericancarculture.•Inthearticle,RadiatorSpringssymbolizesthoseirresistiblebrandswhicharethrivingthankstoaninsatiableappetiteforcreativityandaquestingspiritforchange.PartIQuestionsaboutPartIQ3.What’sthefunctionofPara.2?Para.2showshowpeopleengagedinindustrialactivitiesperceivedcreativity,artandculturedifferently200yearsago,thatis,theywereperceivedasunproductiveandunprofitablerecreations.PartIQuestionsaboutPartIQ4.InPara.3,theauthorsays“Todaythereisgrowingrecognitionthatcreativity…morethanjustdecorative.”Doyouthinkso?Canyouillustrateyourideawithsomeexamples?Forexample,ipadhasattractedbillionsofloyalcustomerswithitscutting-edge,user-centereddesign.Thankstoitscreativeprowess,Apple’sipadisnowa7billiondollarbusinessaroundtheworld.PartIQuestionsaboutPartI200yearsago,creativity,artandculturewereconsidereddiversionsforthoseengagedinindustrialactivity:unproductiverecreationsofferingnomorevaluethanalittleR&R.(Line1,Para.2)200yearsago,creativity,artandcultureofferedsimplyalittleRestandRecreation(R&R)ratherthancreatemuchindustrialvalue.RenoirorRodin,thenamesofpopularFrenchartists,aredeliberatelychosentorhymewithR&Rtoachieveasonorouseffect.PartISentenceInterpretationdiversion(Para.2)n.somethingthatdistractsthemindandrelaxesorentertainssynonyms:recreation,entertainmentexample:Librariesofferlotsofdiversions,learningandcomfortforyoungminds.PartIWordsandExpressionsparadigm(Para.4)n.anexampleservingaspatternormodelsynonyms:standard,paragonexample:Grossnationalhappinessindexisanewconceptineconomicthinkingaimedatreplacingthewesternparadigmofeconomicproductivityandwell-being.PartIWordsandExpressionsQ1.What’sthemainideaofPartII(Para.5-Para.10)?Thegrowingsocialattractiontocreativityisdrivenbypeople’spostmodernneedtosearchforlifepurposeandtopursuehappiness,whichishardtoachieveinthemodernworldduetoblindconsumerismandlackofmeaning.PartIIQuestionsaboutPartIIQ2.InPara.6andPara.7,howdoestheauthordefinetheperilsandpitfallsofmodernism?Modernismobssessesuswiththeideathatwecanbetterourselveswithmaterialacquisition.However,the“progress”or“improvement”promisedbymaterialpossessionleadstoourinvolvementinblindconsumerismandfailstofreeusfromthecynicismanddoubtaboutlossoflifepurpose.PartIIQuestionsaboutPartIIQ3.Inthesentence,“It’saconflictthatfewmarketerscanrecognize.(Para.8)”,whatdoes