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Unit 4The Incredible Shrinking EuropeExercises1. Answers to the questions on the text:1) What was the dream that the Europhiles were familiar with?Their dream was to make E.U. a newly emboldened world power stepping up to calm trouble spots, using aid and persuasion where it could, but prepared to send in troops when it had to.2) Why does the passage say that Europe is a remarkably good place to live? Because Europe is more stable, safe, green and culturally diverse than most parts of the world and a quality life can be guaranteed in E.U. states.3) Does the good life at home make Europe strong abroad ? Why?No, a good life at home doesn’t mean a strong Europe abroad. Because the E.U. may have all the soft-power credentials in the world, but on the grand stage it has lacked the weight and influence of others on some big issues.4) What do Critics think of the selection of Herman Van Rompuy and Catherine Ashton as Europe's President and Foreign Minister?They consider the selection as symbolic of a lack of vision and it means the grouping will have to reconcile itself to five years of underperformance.5) What can be listed as E.U.’s achievements in the years around 1980s according to the passage?By extending an area of peace and liberal government to the east, the E.U. has done much to calm a part of the world that not long ago was the cockpit for murderous rivalries.6) In what way can Europe realize its own dreams and those of others according to the passage?It has to act as a true single bloc and win others to its side.7) Why does the German government face enormous domestic challenges in admitting its forces in Afghanistan are there to fight, not to be humanitarian workers in uniform ?Because one of modern Europe's most cherished convictions is that the force of arms rarely settles political disputes for long and European public opinion in the 20th century seems unwilling to commit to the war in Afghanistan for the long haul.8) What roles did Germany play in Europe in the 20th century?For the last half of the 20th century, Germany was at the heart of the European experiment. But since the end of the Cold War, it has stepped back from the E.U. and begun strengthening ties with Russia.9 What are the advantages for E.U. to be chosen as the White House’s partner?The advantages are that Europe is rich and democratic, and its values are closer to those of the U.S. than those of anywhere else.2. Fill in each blank of the following sentences with one of the phrases in the list given below. Make changes when necessary.1) China will adhere to the principle of developing high technology and realizingindustrialization to step up the commercialization, industrialization and internationalization of scientific and technological achievements.2) In the recent crisis no banks could manage to bail out the companies in financial pressure.3) In terms of the information from the Universe he is apathetic and sometimes irritable, he is like an ostrich sticking his head in sand.4) It will be up to the board to decide if the CEO should be removed.5) All our hopes rest upon the arrival of the shipment.6) The plan has already been worked out, and could be put into operation at a moment's notice.7) The whole machinery of civilization will break down if this doctrine wins in the war.8) His remarks hit home when he said that we did not work enough.9) Some analysts suspected that Toyota had pulled strings to stifle probes into its auto quality problems.10) Mercy is reaching out to those who have nothing to give back to you.3. Match the terms in column A with the explanations in column B:A ____________________ B_____________________________________1)free market A) Effects on the behavior of individuals causedby observation of the actions of others and theirconsequences. 32) coalition government B) An economic turmoil where companies gobankrupt, people are laid off, and markets aresluggish. There is a lot of panic in bothbusiness and daily lives.93) demonstration effects C) A market in which there is no economicinterventionby the state, except to enforceprivate contracts and the ownership of property.14) health insurance D) A qualified retirement plan set up by acorporation, labor union, government, or otherorganization for its employees. 6E) A form of collectivism by means of whichpeople collectively pool their risk, in this casethe risk of incurring medical expenses. 45) national interest F) The ability to obtain what one wants througheconomic or cultural means. It allows nations toexert their influence without using militarymeans or coercion. 86) pension scheme G) A fight or contention for territory, power,control, or resources between tow more partiesin a place or area.. 77) turf war H) Things of great importance to a nation,including its goals, visions and ambitions inpolitical, economic, cultural fields, etc. andactions, circumstances, and decisions to achievethem. 58) soft power I) A cabinet of a parliamentary government inwhich several parties cooperate. 29) economic crunch4. Translate the following into Chinese.有什么能让欧洲振奋起来吗？当然：如果欧洲领导人能像20年前那样抓住时机，欧盟就将繁荣昌盛。
Chapter4 The Incredible Shrinking Europe 难以置信的退缩着的欧洲It was supposed to be the moment Europe grew muscles.这本该是欧洲茁壮成长的时期。
去年秋天，在结束了为简化决策制定，使欧盟在国内外更具实力更为强壮的十年努力之后，最后仅有的一些抵抗国家签署了总达1000页的文件，就是世人熟知的里斯本条约。
11月，欧盟选拔了其第一任正式总统和外交部长。
亲欧盟派们重温旧梦：一个新建的世界强权来安抚动荡地区，在能力可及之地给予援助和劝服，但同时准备在万不得已之时派遣军队。
布鲁塞尔将率战反抗气候变化。
欧洲经济将证明给北美和亚洲无情的自由市场，社会市场仍是摆脱经济危机的最佳方式。
The dream didn’t last a month.这个梦想连一个月都没撑过。
在12月哥本哈根的气候变化会议上，对最终决议竭力辩争的是中美两国，而欧盟则当了旁观者。
欧盟的2010年并非以一个外交政策的大胜利开头，而是毫不适宜的在争论是否要救助希腊，它的债务已经拖垮了欧盟的货币。
同时，美国总统巴拉克·奥巴马宣布并不会出席五月份在西班牙举行的欧美洽谈会。
于无数迁就欧盟的会议来讲，这有点泄气。
难怪欧盟发觉自己处在忧心忡忡的自疑的周期循环中。
也难怪世界上其他人都在疑问：欧洲代表着什么？它哪里适应这个似乎被中美所主导的世界？如果它消失了，会有人注意吗？Let’s get one thing straight让我们讲明一点：欧洲是个无与伦比的居住佳所。
欧盟的许多成员国都在世界最富裕国家之列。
欧洲的工人通常都享有漫长的假期，慷慨的产假和舒适的养老方案。
普遍的健康保险被认作基本的社会契约中的一部分。
欧洲政治稳定，而且是世界上最为慷慨的发展援助金捐献者。
当然，税金很高，但大多数欧洲人似乎很愿意交纳更多的税金来换取更高—且有保证的—生活质量。
去年，总部设在伦敦的“思想库”——欧洲改革中心主任查理斯·格兰特说到：“欧盟展现了一个极为吸引人的社会、经济、政治模式。
Unit 4The Incredible Shrinking EuropeExercises1. Answers to the questions on the text:1) What was the dream that the Europhiles were familiar with?Their dream was to make E.U. a newly emboldened world power stepping up to calm trouble spots, using aid and persuasion where it could, but prepared to send in troops when it had to.2) Why does the passage say that Europe is a remarkably good place to live? Because Europe is more stable, safe, green and culturally diverse than most parts of the world and a quality life can be guaranteed in E.U. states.3) Does the good life at home make Europe strong abroad ? Why?No, a good life at home doesn’t mean a strong Europe abroad. Because the E.U. may have all the soft-power credentials in the world, but on the grand stage it has lacked the weight and influence of others on some big issues.4) What do Critics think of the selection of Herman Van Rompuy and Catherine Ashton as Europe's President and Foreign Minister?They consider the selection as symbolic of a lack of vision and it means the grouping will have to reconcile itself to five years of underperformance.5) What can be listed as E.U.’s achievements in the years around 1980s according to the passage?By extending an area of peace and liberal government to the east, the E.U. has done much to calm a part of the world that not long ago was the cockpit for murderous rivalries.6) In what way can Europe realize its own dreams and those of others according to the passage?It has to act as a true single bloc and win others to its side.7) Why does the German government face enormous domestic challenges in admitting its forces in Afghanistan are there to fight, not to be humanitarian workers in uniform ?Because one of modern Europe's most cherished convictions is that the force of arms rarely settles political disputes for long and European public opinion in the 20th century seems unwilling to commit to the war in Afghanistan for the long haul.8) What roles did Germany play in Europe in the 20th century?For the last half of the 20th century, Germany was at the heart of the European experiment. But since the end of the Cold War, it has stepped back from the E.U. and begun strengthening ties with Russia.9 What are the advantages for E.U. to be chosen as the White House’s partner?The advantages are that Europe is rich and democratic, and its values are closer to those of the U.S. than those of anywhere else.2. Fill in each blank of the following sentences with one of the phrases in the list given below. Make changes when necessary.1) China will adhere to the principle of developing high technology and realizingindustrialization to step up the commercialization, industrialization and internationalization of scientific and technological achievements.2) In the recent crisis no banks could manage to bail out the companies in financial pressure.3) In terms of the information from the Universe he is apathetic and sometimes irritable, he is like an ostrich sticking his head in sand.4) It will be up to the board to decide if the CEO should be removed.5) All our hopes rest upon the arrival of the shipment.6) The plan has already been worked out, and could be put into operation at a moment's notice.7) The whole machinery of civilization will break down if this doctrine wins in the war.8) His remarks hit home when he said that we did not work enough.9) Some analysts suspected that Toyota had pulled strings to stifle probes into its auto quality problems.10) Mercy is reaching out to those who have nothing to give back to you.3. Match the terms in column A with the explanations in column B:A ____________________ B_____________________________________1)free market A) Effects on the behavior of individuals causedby observation of the actions of others and theirconsequences. 32) coalition government B) An economic turmoil where companies gobankrupt, people are laid off, and markets aresluggish. There is a lot of panic in bothbusiness and daily lives.93) demonstration effects C) A market in which there is no economicinterventionby the state, except to enforceprivate contracts and the ownership of property.14) health insurance D) A qualified retirement plan set up by acorporation, labor union, government, or otherorganization for its employees. 6E) A form of collectivism by means of whichpeople collectively pool their risk, in this casethe risk of incurring medical expenses. 45) national interest F) The ability to obtain what one wants througheconomic or cultural means. It allows nations toexert their influence without using militarymeans or coercion. 86) pension scheme G) A fight or contention for territory, power,control, or resources between tow more partiesin a place or area.. 77) turf war H) Things of great importance to a nation,including its goals, visions and ambitions inpolitical, economic, cultural fields, etc. andactions, circumstances, and decisions to achievethem. 58) soft power I) A cabinet of a parliamentary government inwhich several parties cooperate. 29) economic crunch4. Translate the following into Chinese.有什么能让欧洲振奋起来吗？当然：如果欧洲领导人能像20年前那样抓住时机，欧盟就将繁荣昌盛。
Unit 4 AdvertisingPart I Business V ocabularyDirections: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.C1 Outdoor advertising is one of the fastest growing _______________ in the market.A marketsB sectionsC segmentsD sectorsD2 The world of outdoor advertising billboards, transport and ‘street furniture’ is ______ about $18 billion a year, just 6% of all the world’s spending on advertising.A worthwhileB worthyC valuedD worthC3 The soaring costs of TV are ______________ clients to consider alternatives.A makingB drivingC promptingD lettingA4 BMW ran a ‘teasers’ campaign in Britain on bus shelters.A exclusivelyB largelyC greatlyD inclusivelyC5 Placing an ad on a bus shelter for two weeks ________________ at about £90.A works onB works awayC works outD calculatesD6 We are facing a ________________ with our market share. What are we going to do about it?A promotionB saleC orderD crisisA7 Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and ____________ campaigns.A effectiveB efficientC effectD efficaciousC8 Focus now needs to ________________ potential clients that it still has plenty of creative ideas to offer.A ensureB assureC convinceD persuadeB9 Focus has been asked to _________________ ideas for advertising campaigns to managements of the companies concerned.A offerB presentC supplyD furnishD10 The little village where he lived would be a popular tourist ________________.A placeB siteC visitD resortB11 Thank you for the above order ______________ our bicycles.A ofB forC byD againstC12 It is stipulated in our Sales Confirmation No. 2007021 ____________ the 5,000 bicycles you ordered are to be shipped in two equal lots in March and April 2007.A whichB whereC thatD whatA13 You requested that 80% of the bicycles ____________ in March and the balance in April.A be shippedB shippedC to shipD have been shippedC14 Although we have the quantity ______________ stock, it is too late for us to ship 80% of your order in March.A fromB forC inD atD15 We have received your letter of 28 March, ___________ us to modify the previous arrangements for the shipment of the captioned order.A askedB to askC being askedD asking A16 You now wish to advance the date of shipment ____________ one month.A byB toC forD atA17 In the circumstances, we regret ___________unable to meet your request.A to beB beingC beD having been A18 In this case, you must _____________ the additional charges.A bearB have borneC to bearD bearingD19 Please take the above ____________ account and let us know your decision as soon as possible.A toB forC byD intoB20 We are pleased to inform you that the captioned order _____________ now been dispatched.A haveB hasC areD isPart II Phrase TranslationDirections: Directions: There are 20 Chinese phrases in this part. You are required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, one point for each phrase.1 竞争对手产品Competitors’ products2 隐性广告Subliminal advertising3 广告媒体Advertising media4 体育赞助Sports sponsorship5 免费样品Free sample6 广告标语Advertising slogan7 大众媒体Mass media8 售点展示point-of-sale display9 户外广告Outdoor advertising10 大众市场Mass-market11 电视黄金时段栏目广告Prime-time TV slot12 市场份额Market share13 街道设施Street furniture14 公交车候车亭Bus shelter15 金融服务financial service16 营销组合Marketing mix17 公共关系Public relations18 广告宣传活动Advertising campaign19 价格促销Price promotion20 潜在客户Potential clientPart III Sentence TranslationDirections: There are 10 sentences in this part. You are required to translate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 points, two points for each sentence.1.The world of outdoor advertising billboards, transport and ‘street furniture’ isworth about $18 billion a year, just 6% of all the world’s spending on advertising.整个户外广告市场（露天广告牌,公共交通和路边设施）大约价值180亿美元一年,只占了全世界广告支出的6%。
