《经济学人》双语阅读1.服装零售
Clothes Retailing: The Forgotten Majority
The fashion industry blatently pays attention to plus-size women.
A good fit is everything, stylists often counsel, but in assessing its market America's fashion business appears to have mislaid the measuring tape.
A frequently-cited study done a few years ago by Plunkett Research, a market-research firm, found that 67% of American women were “plus-size”, meaning size 14 or larger.
That figure will not have changed much, but in 2016, only 18% of clothing sold was plus-size, according to NPD Group, another research firm.
Designers and retailers have long thought of the plus-size segment as high-risk. Predicting what these customers will buy can be difficult, as they tend to be more cautious about styles.
Making larger clothes is more expensive; higher costs for fabric cannot always be passed on to consumers.
In turn, plus-size women shopped less because the industry was not serving them well.
“We have money but nowhere to spend it,” says Kristine Thompson, who run s a blog called Trendy Curvy and has nearly 150,000 followers on Instagram, a social-media site.
At last, that is changing.
Fast-fashion brands, including Forever 21 and a fashion line sold in partnership with Target, a giant retailer, have expanded their plus-size collections.
Lane Bryant, a plus-size retailer, and Prabal Garung, a designer, have done the same.
In March Nike extended its “X-sized” sportswear range.
Revenue in the plus-size category increased by 14% between 2013 and 2016, compared with growth of 7% for all apparel.
Takings were $21.3bn last year.
Social media has played an important role in changing attitudes in the fashion business, says Madeline Jones, editor and co-founder of PLUS Model Magazine. Nonetheless, designer brands still hold back (Walmart sells the most plus-size apparel).
Some brands, such as Michael Kors, do sell plus-size ranges but do not advertise them or display them on websites.
For those that are willing to take a chance, several internet startups that deliver personally styled outfits to individuals, including plus-size women, offer data to “straight-size” designers.
Gwynnie Bee, Stitch Fix and Dia & Co, for example, share information with designers on preferred styles and fits.
Tracy Reese, a designer known for creating Michelle Obama's dress for the Democratic National Convention in 2012, is one brand that recently enlisted Gwynnie Bee's help to create a new plus-size collection.
Gwynnie Bee prompted the label to create bigger patterns and more appealing designs.
Not all plus-size shoppers are convinced.
Laura Fuentes, a hairstylist from Abilene, Texas, says that many upmarket department stores still keep their plus-size clothing sections poorly organised, badly stocked and dimly lit, if they stock larger clothes at all.
Yet such complaints should betaken with a pinch of salt, says Ms Thompson. “We're nowhere near where we should be but we've made progress,” she says.商业
服装零售：被遗忘的大多数
时尚业将目光投向大码女人。
设计师常说，好身材就等同于一切，但美国时装业评估其市场时，发现他们似乎放错了尺码。一家市场调研公司普朗基特研究公司几年前做的一项研究经常被人引用，其研究发现，67%的美国女人都属于“大码”，即所着服装尺码是14码或者大于14码。
这个数据还未发生大变动。但是在2016年，另一家市场调研公司NPD Group调查显示，在已售衣服中，只有18%属于大码。
长期以来，设计师和零售商都将大码服装视作高风险类。
预测这些顾客会买什么困难重重，因为她们往往对于款式选择更加小心谨慎。
况且，衣服做的越大成本就越贵；而布料上的愈高的成本也不能总是加在顾客身上。
反过来，由于时尚业不能为大码女性提供优质服务，她们就很少购物。
克里斯丁·汤姆森经营着一个名为“ 时尚曲线” 的博客，在社交网站Instagram 上有15万粉丝，她说道，“我们有钱，却无处可花”。
而这种现象终于要改变了。
Forever 21和与零售巨头Target 合作的时尚线上销售等快时尚品牌，扩展了其系列大码女装业务。
大码女装零售商莱恩·布莱恩特，和设计师品牌普拉巴·高隆，亦效仿行之。
三月份，耐克也拓展了其运动装的x码的范围。
在2013-2016年间，与服装业整体收益的增长率仅有7%相比，其中大号女装收益的增长率为14%。
去年的营业收入已达2130亿美元。
大码女装杂志PLUS Model Magazine的主编和联合创始人玛德琳·琼斯说，社交媒体对于改变时装业的看法起着重要作用。
尽管如此，设计师品牌依旧犹豫不决（沃尔玛销售最大码服装的量最多）。
一些服装品牌如迈克·科尔也在销售大码服装，但却不会为其进行广告宣传，更不会在其网站上进行展示。
对于那些乐于尝试的人，如一些电商新贵会配送包括大码女装在内的个人定制服装，并向那些“骨感”设计师提供他们的数据。
比如，Gwynnie Bee，Stitch Fix，Dia & Co这些公司会和设计师分享用户偏好的风格以及合身尺寸。
翠西·瑞斯是一位设计师，因为米歇尔·奥巴马设计出席2012年的民主党全国代表大会的服装而成名，这个姓名同时也是一个品牌，近期该品牌寻求Gwynnie Bee相助来设计新款大号系列服装。
Gwynnie Bee促使翠西·瑞斯扩大规模，同时创新更夺人眼球的设计。
对此，不是所有的大码顾客都心悦诚服。
来自德克萨斯州阿比林的发型设计师劳拉·福恩特斯说，就众多高档百货公司而言，若这些公司真有大码服装的话，其大码服装部门仍是缺乏管理，积货严重且门庭冷落。
汤普森女士认为，这些抱怨，不可尽信也不可不信。
她说，“我们虽仍未达标，但已取得一定进展。”
经济学人科技类文章中英双语
The Brain Activity Map 绘制大脑活动地图 Hard cell 棘手的细胞 An ambitious project to map the brain is in the works. Possibly too ambitious 一个绘制大脑活动地图的宏伟计划正在准备当中，或许有些太宏伟了 NEWS of what protagonists hope will be America’s next big science project continues to dribble out. 有关其发起人心中下一个科学大工程的新闻报道层出不穷。 A leak to the New York Times, published on February 17th, let the cat out of the bag, with a report that Barack Obama’s administration is thinking of sponsoring what will be known as the Brain Activity Map. 2月17日，《纽约时报》刊登的一位线人报告终于泄露了秘密，报告称奥巴马政府正在考虑赞助将被称为“大脑活动地图”的计划。 And on March 7th several of those protagonists published a manifesto for the project in Science. 3月7日，部分发起人在《科学》杂志上发表声明证实了这一计划。 The purpose of BAM is to change the scale at which the brain is understood. “大脑活动地图”计划的目标是改变人们在认知大脑时采用的度量方法。 At the moment, neuroscience operates at two disconnected levels. 眼下，神经学的研究处在两个断开的层次。 The higher one, where the dimensions of features are measured in centimetres, has many techniques at its disposal, notably functional magnetic-res onance imaging, which measures changes in tissues’ fuel consumption. 在相对宏观的层次当中各个特征的规模用厘米来衡量，有很多技术可以使用，尤其是用来测量组织中能量消耗变动情况的核磁共振成像技术。 This lets researchers see which bits of the brain are active in particular tasks—as long as those tasks can be performed by a person lying down inside a scanner. 该技术可使研究人员找出在完成具体的任务时，大脑的哪些部分处于活跃状态。At the other end of the scale, where features are measured in microns, lots of research has been done on how individual nerve cells work, how messages are sent from one to another, and how the connections between cells strengthen and weaken as memories are formed. 而另一个度量的层次则要求用微米来测量各种特征，这一层次的研究很多都是关于单个神经细胞是如何工作的、信息在神经细胞之间是如何传递的以及当产生记忆的时候神经细胞之间的联系是如何得到加强和减弱的。 Between these two, though, all is darkness. 然而，位于这两个层次之间的研究还处于一片漆黑当中。 It is like trying to navigate America with an atlas that shows the states, the big cities and the main highways, and has a few street maps of local neighbourhoods, but displays nothing in between.
服装业零售店铺管理
服装业零售店铺管理 人为什么会穷，机构为什么会老化？其中最关键一个原因:来自心态上的恐惧。不是害怕失败，二是害怕成功，因为要成功就必须付出比别人不肯付出的代价。我们要成功，首先需要付出的就是低下您高昂的头，来个向别人学习。唯有源头活水来，才能增加抗争苦难的智慧和力量，获得生命与生活的真本事、真知识。因个人水平能力有限,不当之处在所难免，欢迎大家批评指正！ 一、卖衣服就是卖形象 店铺的生意好不好，不用进店铺，在门口停留几秒钟看看就知道了!看什么,看招牌，看灯光，看陈列，看卫生状况，更可以看看营业员的年龄和员工长得是否标致。买衣服就是买漂亮，卖衣服就是卖形象,如此而已！ 买衣服就是买漂亮，现在我们穿衣服除要求舒适合体外，更多的是体现一种对美、对个性、对品牌的非物质的精神上的追求，是自我形象的一种肯定与实现。美是我们服饰产品的基本特征,那么,我们销售服装的场所、销售服装的人首先就应该表现出美。为节约电费而不开灯光、为防止灰尘而不拆包陈列、员工上班不化妆没有精神,收银台杂乱无章，店铺使用花车特卖,店铺自制、手绘促销海报等等,一却违反美的原则和行为都会使“服装的美”大打折扣，无从表现甚至是损失殆尽。美没有了，形象不存在了，品牌也就失去了生存的基础，就更不用谈发展了！!因此，我们必须牢记“卖衣服就是卖形象”的基本运作原则,店铺的一切操作必须从“美”的原则出发,牢牢树立并用心维护“美”的标准,只有这样，我们的店铺，我们的品牌才可能在残酷而激烈的市场竞争中找出自己与众不同的“美”来，才可能发展壮大，从一个胜利走向另一个胜利!! 二、比较方可见优劣
对于那些业绩不理想却自我感觉良好的客户，一千句话不如下到她专卖店并拉他到同城的竞争对手的店铺去看一看。因为如果单纯地谈她的问题，她会找出很多的理由，什么经济不景气、地方小人口少消费力差、货品跟不上等等，一大堆都是客观的和公司的问题,自己的问题一点儿没有。果真如此吗？须知,店铺的生意不好,是因为大家都慢了一步,所有就不能只找客观和公司的原因了。我曾经到店铺支援就遇到过类似的情况，无论我怎么说，客户根本就听不进去，说的全是公司这儿不对、那儿不对,这个问题没解决,哪个问题也没落实,我听到头都大了；当然客户说问题，反映情况很好，但是看问题不能用这种“您全错,我全对”的观念，后来我灵机一动,干脆什么也不说了，邀请客户到同城的“JE ＡNSWEST”、“BONWＥ”、“FUN”去看一看,看下来她自己都不好意思了，我们的竞争对手看不到一个带包装陈列的，看不到一个塑料凳，看不到坏了的灯具。而我们呢，服装全部拿胶袋装起来,把卖场当库房，员工三五两个坐在塑料凳上闲聊,灯具坏了一大片没人理，顾客进店员工招呼也不打，一比较，差距就出来了，这样的店还是“以纯”店吗?这样的店铺又怎么可能创造出优秀的业绩！彻底打破客户“面子、自我保护、自我满足”的心结，站在为客户服务的立场,那么客户也就非常愿意同我们交流，愿意听取我们的意见了。因此说,“好”与“坏”、“优”与“劣”不是说出来的，而是比较出来的, 让客户看到并且明白什么是好，什么是坏对店铺管理出业绩是多么的重要。总之，有比较才能出现差距，有差距才能有提升空间,有提升空间才能有所作为!明白了这个道理，接下来的事情就好办了！！ 三、不用怕，只要用心就会好 店铺经营每天都会遇到很多的问题，都会出现很多新的情况,要使店铺经营保持长久的生命和活力,我们就必须想尽办法每天树立更高的目标并鼓励去尝试与运用新的思路和方法。但一个问题出来了，往往很多人、很多加盟商害怕它,不愿意去承担变革、改革带来的风险。这个时候,我们需要鼓励他们“不用怕,只要用心就会好起来”！因为只要我们用心，朝一个目标坚定不移地前进，运用好的方法自然会成功,但是运用了错误的方法呢，我们肯定也会立即去总结和调整。比如我们坐飞机去香港,我们肯定会相信我们能在香港机场顺利降落,第二天就可以到“杨一哥”的宝号尝尝他的鲍鱼名菜，只是机长清楚，飞
中英文双语阅读4文学英语赏析
Paper Pills 纸球 He was an old man with a white beard and huge nose and hands. Long before the time during which we will know him, he was a doctor and drove a jaded white horse from house to house through the streets of Winesburg. Later he married a girl who had money. She had been left a large fertile farm when her father died. The girl was quiet, tall, and dark, and to many people she seemed very beautiful. Everyone in Winesburg wondered why she married the doctor. Within a year after the marriage she died. The knuckles of the doctor's hands were extraordinarily large. When the hands were closed they looked like clusters of unpainted wooden balls as large as walnuts fastened together by steel rods. He smoked a cob pipe and after his wife's death sat all day in his empty office close by a window that was covered with cobwebs. He never opened the window. Once on a hot day in August he tried but found it stuck fast and after that he forgot all about it. Winesburg had forgotten the old man, but in Doctor Reefy there were the seeds of something very fine. Alone in his musty office in the Heffner Block above the Paris Dry Goods Company's store, he worked ceaselessly, building up something that he himself destroyed. Little pyramids of truth he erected and after erecting knocked them down again that he might have the truths to erect other pyramids. Doctor Reefy was a tall man who had worn one suit of clothes for ten years. It was frayed at the sleeves and little holes had appeared at the knees and elbows. In the office he wore also a linen duster with huge pockets into which he continually stuffed scraps of paper. After some weeks the scraps of paper became little hard round balls, and when the pockets were filled he dumped them out upon the floor. For ten years he had but one friend, another old man named John Spaniard who owned a tree nursery. Sometimes, in a playful mood, old Doctor Reefy took from his pockets a handful of the paper balls and threw them at the nursery man. "That is to confound you, you blithering old sentimentalist," he cried, shaking with laughter. The story of Doctor Reefy and his courtship of the tall dark girl who became his wife and left her money to him is a 他是一个白胡子老人，鼻子和手都很大。早在我们认识他之前，他就是一个医生，经常骑一匹老白马，穿过温斯堡街边的一户户人家。后来，他跟一个有钱的姑娘结了婚。父亲死时留给她一个肥沃的大农场。姑娘安静、高挑，皮肤有些黑，在不少人眼力她很美。温斯堡人人都奇怪她为什么会嫁给医生。结婚不到一年，她就死了。 医生的指关节异乎寻常地大。他把手握起来时关节大得就像一簇用钢针串起来，未曾上过漆、像胡桃一般大的木球。他抽一种根雕的烟斗。妻子死后他就整天靠窗坐在空荡荡的办公室里，窗上布满了蜘蛛网。他从不开窗。有一次，在8月，天很热，他想打开窗户，却发现窗户已经纹丝不动。此后，他几乎忘了这回事。 温斯堡已经忘记了这位老人。但是里菲医生心中仍然酝酿着某些非常优美的事物。他海甫纳区巴黎绸缎公司的楼上，在那间充满霉味的办公室里，他孤独地无休止地工作着，构建某种东西，然后又亲手毁坏它。他在建立真理的小金字塔，建成后又把它们毁掉，这样就可以又拿这些真理去构建别的金字塔。 里菲医生身材高大，一套衣服可以穿上10年。袖子磨坏了，膝盖和肘儿都露出小洞。在诊室，他也穿一件亚麻的防尘外套，上面带着很大的口袋，他永不停息地往口袋里塞纸片。几星期后纸片变成坚硬的小圆球，等口袋满了，他就把它们全倒在地板上。10年来，他只有一个朋友，一个叫约翰·斯潘尼尔德的老头，他有一个苗圃。有时，处于好玩，老里菲医生从口袋里抓住一把纸球向苗圃主人扔去。“打昏你这个爱说话、多愁善感的老家伙。”他尖叫着，笑得浑身直颤抖。 里菲医生以及他向那位成为自己妻子、留给他一大笔钱、黑皮肤的高个姑娘
13英语阅读-经济学人《Economics》双语版-Go forth and multiply
《经济学家》读译参考（第13篇）：一路繁衍——你知道外来入侵物种吗？ Go forth and multiply 一往无前，生生不息 WHAT makes for a successful invasion? Often, the answer is to have better weapons than the enemy. And, as it is with people, so it is with plants—at least, that is the conclusion of a p_______①published in ★Biology Letters[1] by Naomi Cappuccino, of Carleton University, and Thor Arnason, of the University of Ottawa, both in Canada. 怎样才能成功入侵？答案常常是：拥有比敌人更好的武器。人是这样，植物也是如此——至少，《生物书简》上发表的一篇论文是这么认为的，作者是来自加拿大加里敦大学的纳奥米?卡普奇诺和渥太华大学的索尔?阿纳森。 The phenomenon of alien species ★popping up[2] in unexpected parts of the world has grown over the past few d________② as people and goods become more mobile and （1）?plant seeds and animal larvae have ★hitched[3] along for the ride?. Most such aliens blend into the ecosystem in which they arrive without too much fuss. (Indeed, many probably fail to establish themselves at all—but those failures, of course, are never noticed.) Occasionally, though, something ★goes bananas[4] and starts trying to take the place over, and an invasive species is born. Dr Cappuccino and Dr Arnason asked themselves w_______③. 过去的几十年，随着人和货物的流动日益频繁，植物种子和动物幼体也乘机“搭便车”四处播散，世界各地无意间出现了越来越多的外来物种。这些外来物种大多数都轻而易举地融入了所到之处的生态系统。（事实上，许多物种可能还没有站稳脚跟——当然，人们从未注意到这一点。）不过，偶尔也有某些物种疯狂繁殖，开始企图占领原有物种的生长空间，一种入侵物种就这样形成了。卡普奇诺和阿纳森对此感到百思不得其解。 One hypothesis is that aliens leave their predators b________④. Since the predators in their new homelands are not adapted to exploit them, they are able to reproduce unchecked. That is a nice idea, but it does not explain why only certain aliens become invasive. Dr Cappuccino and Dr Arnason suspected this might be because native predators are [b]（2）
经济学人
China in Laos Busted flush How a Sino-Lao special economic zone hit the skids May 26th 2011 | BOTEN, LAOS | from the print edition ?Tweet ? Soon all this will be jungle again AT HOME and abroad, China is a byword for fast-track development, where yesterday’s paddy field is tomorrow’s factory, highway or hotel. Less noticed is that such development can just as quickly go into reverse. Golden City, in Boten, just over the border from China in tiny Laos, is a case in point. When a Hong Kong-registered company signed a 30-year, renewable lease with the Lao government in 2003 to set up a 1,640-hectare special economic zone built with mainland money and expertise, Golden City was touted as a
[FT(金融时报)中英双语阅读].FinancialTimes_2
2010/5/3 Dubai World in line for$9.5bn injection Dubai unveiled a long awaited debt-restructuring plan yesterday, pledging to inject$9.5bn into the troubled conglomerate Dubai World,most of which will go to its developer Nakheel and spur[sp?:](n.刺激(物)，激励vt.激励，鞭策，促进)the emirate's economy. 迪拜昨日公布了一项外界期待已久的债务重组计划，承诺将向陷入困境的企业集团迪拜世界(Dubai World)注资95亿美元，其中大部分资金用于为其旗下房地产部门Nakheel纾困，并刺激该酋长国经济 增长。 The state support includes$3.8bn from the Dubai government over the next three years and the remaining$5.7bn from a$10bn loan granted by neighbouring Abu Dhabi. 政府援助中有38亿美元将由迪拜政府在未来3年分期支付，剩余的57亿美元来自邻居阿布扎比酋长国提供的100亿美 元贷款。 Dubai's reputation as the Gulf's financial and commercial hub has taken a battering['b?t?ri?](n.损坏，破坏， 重创)since it surprised financial markets in November by asking to restructure$26bn in debts.Yesterday's plan was broadly welcomed as domestic stock markets rose and the cost of insuring against a default fell. 去年11月迪拜要求对260亿美元的债务进行重组，震惊了全球各地的金融市场，该地作为海湾金融与商业中心的声望随之遭受重创。昨日公布的计划受到广泛欢迎，迪拜国内股市出现上涨，违约保险成本有 所下降。 “There's no such thing as a magic wand[w?nd,wɑ:nd](n.魔杖；[乐]指挥棒), but this should help a lot,”said Simon Cooper,regional chief executive of HSBC,a creditor(n.债权人；贷方；贷项)to Dubai World that sits on the co-ordinating committee of banks negotiating with the conglomerate [k?n'gl?m?rit](n.联合企业). “像魔杖之类的东西是不存在的，但这笔注资应该能帮上大忙，”汇丰(HSBC)中东地区首席执行官西蒙?库珀(Simon Cooper)表示。汇丰是迪拜世界的债权人之一，在与该集团进行谈判的银行协作委 员会中也拥有席位。 “This lets people look forward,not backward.Dubai World's problems have “这让人们向前看，而不是向后看。迪拜世界的问题导致一些领域出现瘫痪，
经济学人双语阅读 1教学文案
经济学人双语阅读1
经济学人杂志双语阅读 Consumer spending in Asia：Shopaholics wanted Consumer spending in Asia亚洲消费状况 Shopaholics wanted 购物狂时代该来了？ Jun 25th 2009 | HONG KONG From The Economist print edition Can Asians replace Americans as a driver of global growth? 亚洲人能够代替美国人做全球经济的发动机吗？ ASIA'S emerging economies are bouncing back much more strongly than any others. While America's industrial production continued to slide in May, output in emerging Asia has regained its pre-crisis level (see chart 1). This is largely due to China; but although production in the region's smaller economies is still well down on a year ago, it is rebounding in those countries too. Taiwan's industrial output rose by an annualised 80% in the three months to May compared with the previous three months. JPMorgan estimates that emerging Asia's GDP has grown by an annualised 7% in the second quarter. 时下亚洲新兴经济体们的恢复势头比其他任何国家都要迅猛。在美国工业生产继续下滑的5月，亚洲新兴国家的产出已经回到了它们危机前的水平(见表一)。这很大程度上要归功于中国，此外尽 管该地区较小经济体的生产比去年仍有所下降，但最近这些国家也
经济学人双语阅读：政治遗传学 人体政治
【经济学人】双语阅读：政治遗传学人体政治 Science and technology 科学技术 The genetics of politics 政治遗传学 Body politic 人体政治 Slowly, and in some quarters grudgingly, the influence of genes in shaping political outlook and behaviour is being recognized 在某些方面，塑造政治前景和行为的基因影响正在慢慢地被人们所接受，虽然还是不情愿。 IN 1882 W.S. Gilbert wrote, to a tune by Sir Arthur Sullivan, a ditty that went I often think it's comical how Nature always does contrive/that every boy and every gal that's born into the world alive/is either a little Liberal or else a little Conservative. 在1882年，W.S吉尔伯特写的一首小诗-是为阿瑟-沙利文爵士的一首曲子而作，我一直认为，大自然的精工雕作是那么可笑/每个出生到这个世界上，并存活下来的男孩和女孩们/不是有一点自由倾向，就是有一点保守。 In the 19th century, that view, though humorously intended, would not have been out of place among respectable thinkers. 在十九世纪，这个观点虽然有一点幽默的意味，但是在那些备受尊敬的思想家眼中，也并不是一无是处。 The detail of a man's opinion might be changed by circumstances. 一个人意见的详细观点可能会由于环境而改变。 But the idea that much of his character was ingrained at birth held no terrors. 但是，这种与生俱来的，由他的性格决定的观念也没什么恐怖的。 It is not, however, a view that cut much ice in 20th-century social-scientific thinking, particularly after the second world war. 然而，它在二十世纪的社会科学思想中没有占到一席之地，特别是二战之后。 Those who allowed that it might have some value were generally shouted down and sometimes abused, along with all others vehemently suspected of the heresy of believing that genetic differences between individuals could have a role in shaping their behavioural differences. 那些认为它有一些价值的人们发出的呐喊，通常会被持不同观点人们的声音所掩盖，有时还会遭到辱骂，和那些对当时的异端邪说----即个体之间的遗传差异在塑造他们各自不同的行为上起了一定的作用----有些猜测的人们一样受到不公平对待。
服饰行业的店铺管理简述
服饰店的店面设计 服饰是表现时代潮流的商品，店面设计的前提条件就是要掌握时代潮流。良好的店面设计，不仅美化了市容，也给消费者留下美好的印象，有利于消费者记住服装店铺。店面的设计主要包括店名设计、室外设计、室内设计、陈列设计。 （一）店名设计 店铺名称十分重要，一个具有高度概括力和强烈吸引力的名称，对消费者的视觉刺激和心理影响都起着重要作用，不仅能给人以美的享受，而且还能吸引顾客，扩大销售，起到第一"推销员"的作用。古代商号都很注重使用吉祥顺利的字眼，来寓意自己的生意。那时的店铺大都冠以顺、广、泰、祥一类的字眼，为的是讨个舒心吉利。现代经营也十分讲究给自己的店铺起个言简意赅、寓意清新、富有特色的店名。作为店，起名也是一个大学问，名字要雅，有潮流感，能打动顾客的心。一个好的店铺名必须适合其目标顾客的层次，适合其经营宗旨和情调，这样才能为店铺树立美好的形象，增强对顾客的吸引力。 店名设计的原则
①易读、易记原则 易读易记原则是对店名设计最根本的需求，店名只有易读易记，才能高效地发挥它的识别功能和传播功能。如何使店名易读、易记呢？这就要做到以下几点：简洁--名字单纯，简洁明快，易于和消费者进行信息交流而且名字越短，就越有可能顾客的遐想，含义更加丰富。中国名称一般以2～4个字节为宜，外国名一般以4～7个字母为宜；独特--名称应具备独特的修改，力戒协同，避免与其他店名混淆，这样才能在公众心目中鲜明的印象。新颖，有时代感或者赶上时代潮流，创造新概念。还应该是响亮、有气魄，做到起点高，具备冲击力及浓厚的，给人以震撼感。 ②竟未店铺经营产品属性原则 店名设计还应该暗示经营产品某种性能和用途。显而易见的问题是，名作越是描述某一类产品，那么这一名作就越难向其他产品上延伸。因此，店主为店铺命名时，勿使用店名过分暗示经营产品的种类和属性，否则将不利于企业的进一步发展。但是，在服装行业，如果服饰店经营的是某一类
英语阅读(中英文对照)文章汇总
双语阅读文章汇总（一） 一、冰淇淋居然可以高温不化 Ice cream that doesn't melt! Japanese scientists create a recipe that includes a secret strawberry extract to keep the treat cool in warm weather 日本科学家发明了不会融化的冰激凌，还能在炎热的天气里保持凉爽的口感 Japanese scientists have come up with a cool solution to stop ice cream melting before you've had time to finish it. 近日，日本科学家们找到了防止冰激凌融化的好方法。 C (82.4 F) weather and still tas The ice cream retains its original shape in 28° tes 'cool',according to the report. 据报道，这种冰激凌在28度的温度中不仅不会融化，还能保持清凉的口感。 A strawberry extract stops the oil and water from separating so quickly whic h means the icecreams (pictured) stay frozen - even if you blow a hair dryer at them, reports suggest 报道称，冰淇淋不会融化是由于一种叫做草莓提取物的物质，它减缓了水油分离的速度，使得冰激凌即使是在吹风机的吹拂下依旧保持形状。 The company created the ice creams by accident. 这种冰激凌的产生完全是出于意外。 A pastry chef tried to use the strawberry extract to create a new kind of con fectionery in orderto use strawberries that were not the right shape to be sold . 甜点师本想用这种草莓提取物创造一种新型甜品，以试图把因品相不好而无法顺利出售的草 莓利用起来。 He realised the cream would solidify when put in contact with the strawberry extract. 他发现可以使用草莓提取物来减缓冰激凌融化的速度。
《经济学人》英中对照翻译版(考研英语必备)
来源于https://www.360docs.net/doc/6f2430679.html,/wordpress/（The Economist《经济学人》中文版）和https://www.360docs.net/doc/6f2430679.html,/（《The Economist》《经济学人》中文版） 11月10, 2008 [2008.11.08] 美国大选：无限期望 America's election：Great expectations NO ONE should doubt the magnitude of what Barack Obama achieved this week. When the president-elect was born, in 1961, many states, and not just in the South, had laws on their books that enforced segregation, banned mixed-race unions like that of his parents and restricted voting rights. This week America can claim more credibly that any other western country to have at last become politically colour-blind. Other milestones along the road to civil rights have been passed amid bitterness and bloodshed. This one was marked by joy, white as well as black (see article). 相信无人质疑奥巴马于本周取胜的重要意义。这位新总统出生于1961年，那时美国很多州的法律都要求强化种族分离、禁止像奥巴马父母那样的跨族通婚、限制选举权利；这些不仅限于南部地区，而出现在全国范围内。从本周开始，美国可以更加自信的宣称：任何其他的西方国家都变得有些政治色盲了。在通向民权的道路上，其它里程碑似的重大历史事件都是在痛苦与血泊中通过的；而此次总统选举则以愉快著称，受到了包括白人及黑人在内的全国选民的称赞。 Mr Obama lost the white vote, it is true, by 43-55%; but he won almost exactly same share of it as the last three (white) Democratic candidates; Bill Clinton, Al Gore and John Kerry. And he won heavily among younger white voters. America will now have a president with half-brothers in Kenya, old schoolmates in Indonesia and a view of the world that seems to be based on respect rather than confrontation. 奥巴马丢掉了大约43%-55%的白人选票，这是不争的事实；但他与过去三位白人民主党候选人–克林顿、戈尔和肯尼迪–得到的白人选票几乎相同。同时，他在年轻一代的白人选民中取得了重大胜利。这位新总统有一个同父异母的兄弟在肯尼亚，有老同学在印尼，他的世界观似乎建立在尊重而不是对抗的基础之上。 That matters. Under George Bush America’s international standing has sunk to awful lows. This week Americans voted in record-smashing numbers for many reasons, but one of them was an abhorrence of how their shining city’s reputation has been tarnished. Their country will now be easier for its friends to like and harder for its foes to hate. 这很重要。在布什治下，美国的国际声誉降到了糟糕地步。本周美国选民的投票数量突破了历史纪录，其中原因很多，有一个就是他们对曾经辉煌无比的城市形象已然黯淡无光而感到愤恨。现在他们的国家将会更易赢得朋友的喜爱，而不易引起敌人的仇恨。 In its own way the election illustrates this redeeming effect. For the past eight years the debacle in Florida in 2000 has been cited (not always fairly) as an example of shabby American politics. Yet here was a clear victory delivered by millions of volunteers-and by the intelligent use of technology to ride a wave of excitement that is all too rare in most democracies. Mr Obama showed that, with the right message, a candidate with no money or machine behind him can build his own.
经济学人双语阅读3
经济学人杂志双语阅读：Fatalism v fetishism宿命论VS进口至上说 Economics focus 经济聚焦 Fatalism v fetishism 宿命论VS进口至上说 Jun 11th 2009 From The Economist print edition How will developing countries grow after the financial crisis? 金融危机后发展中国家将如何成长？ FORTY years ago Singapore, now home to the world's busiest port, was a forlorn outpost still garrisoned by the British. In 1961 South Korea was less industrialised than the communist north and dependent on American aid. In 1978 China's exports amounted to less than 5% of its GDP. These countries, and many of their neighbours, have since traded their way out of poverty. Given their success, it is easy to forget that some development economists were once prey to “export fatalism”. Poor countries, they believed, had little to gain from venturing into the world market. If they tried to expand their exports, they would thwart each other, driving down the price of their commodities. 现今世界最繁忙的港口坐落于新加坡-在40年前它还只是英国人驻军的遥远哨所。1961年的南朝鲜靠美国援助度日，在产业化的路上远远落后于他们北面的社会主义邻居。1987年的中国出口额占GDP总量不到5%。之后，这些国家和他们的邻居们靠开放商路脱离了贫穷。在这些国家成功的光环下，过去许多发展经济学家深受“出口宿命说”(注一)折磨的往事被淡忘了。他们曾经相信，穷国投身全球市场并无利可图。一旦他们试图扩大出口，那么穷国之间便会互相伤害并造成他们出产的商品价格下降。 The financial crisis of the past nine months is stirring a new export fatalism in the minds of some economists. Even after the global economy recovers, developing countries may find it harder to pursue a policy of “export-led growth”, which served countries like South Korea so well. Under this strategy, sometimes called “export fetishism”, countries spur sales abroad, often by keeping their curr encies cheap. Some save the proceeds in foreign-currency reserves, rather than spending them on imports. This strategy is one reason why the developing world's current-account surplus exceeded $700 billion in 2008, as measured by the IMF. In the past, these surpluses were offset by American deficits. But America may now rethink the bargain. This imbalance, whereby foreigners sell their goods to America in exchange for its assets, was one potential cause of the country's financial crisis. 过去九个月里的金融危机在某些经济学家的脑海里搅起了新的出口宿命论。就算是在金融危机过后，也许发展中 国家也可能会觉得他们要想采用那种使南朝鲜一类的国家受益颇多的“出口带动型增长”政策变得更加困难了。在这种被称为“出口至上主义”的策略下，政府常以保持本国货币的廉价来激励跨国贸易。一些国家选择把出口收益存入外汇储备，而不是用它们来进口。国际货币基金组织统计出，2008年发展中国家的经常账户(注二)有7千亿美元的结余，这(出口至上主义的策略)也许就是原因之一。在过去，这些结余会被美国的贸易逆差抵消。但是美国现在可能要重新考虑一下