Unit one

Words
*sterile 手术室应该完全无菌。 An operletely sterile. *aspire In his childhood, he aspire to become a great general. 在童年时代，他渴望成为一位伟大的将军。 *motivate 受贪欲、恐惧、爱等驱使。 Be motivated by greed, fear ,love, etc. *soothing 她的话起了安慰的作用。 Her words had a soothing effect.
Para 8
It is said that people react to color emotionally rather than intellectually, and that this gives color subliminal power. It is said that people react to colors through feelings or emotions rather than reasoning, and that this enables color to influence people at an unconscious level. 据说人们对颜色的反映是感性而非理性的，这就给 颜色赋予了潜在的力量。
Para 4
*a business of equal parts art and artifice, science and deception. Designing, producing and marketing packages are both art and a clever trick, both science and an act of cheating.
Para 2
*Like so many things in this place, the doughnut tower is mostly metaphor, not so much a work of art as the idea of one: Like many things in this place, the doughnut tower is symbolic. It is not good enough for the work of art, just an idea for a work of popular art.
Para 7
*involve sb. / sth. in doing sth: cause sb. / sth. to take
part in an activity or a situation 使某人参与某活动 或陷入某困境 Don't involve me in solving your problem. 你解决你 的问题，不要把我拉进去。
Translation
1.The people in the flooded area are hungry for provisions / food, clothes and medicine. 2. As he sat up late watching TV all night, (it's) no wonder that he looked so tired. 3. If I were you I wouldn't get / be involved in those complicated affairs. 4. Her workmanship is so excellent that the cakes she makes are simply works of art. 5. I know it is my fault, but there is no need to rub it in. 6. This sort of work calls for a lot of patience. 7. The government declares that its foreign currency reserve is strong enough to resist the financial crisis.
Para 6
the challenge of packaging is to create an identity to which the buyer aspires, not to reflect the buyer's true identity. Successful packaging creates an ideal image that the buyer wants and is eager to identify himself with. rub it in: emphasizing or repeating an embarrassing fact or situation 强调或反复不愉快的事件或情形 I know I made a mistake but there is no need to rub it in.

自由女神像是法国在1876年赠送给美国独 立100周年的礼物。美国的自由女神像坐落 于美国纽约州纽约市附近的自由岛，是美 国重要的观光景点。
Questions for discussion




1. a. Depending on the mood, it may be either irritating, funny or civilized. b. Nearly everything has two or more wrappings. c. A lot of things don’t really need any protective wrapping at all. d. protection of some products is necessary (food, books, etc), over-protection spoils them. e. We may be unable to see the quality of fabrics underneath the packaging.
Para 1
*Pop art is a modern art movement that appeared in the US and Britain in the late 1950s. It is influenced by television, advertising, comics, etc.. Artists in this school used objects of mass-culture, such as soup cans, food, machines, or pictures of film stars, as subject matter of their paintings, which were often brightlycolored. Some of the best known pop artists are Jasper Johns in the US and Andy Warhol in England. 波普艺术：在美国现代文明的影响下而产生的一种 国际性艺术运动，多以社会上流的形象或戏剧中 的偶然事件作为表现内容。它反映了战后成长起 来的青年一代的社会与文化价值观，力求表现自 我，追求标新立异的心理 。
Para 1
*rest on: (cause to) be supported on 依 赖 ， 靠 1.The roof rests on eight columns. 2. She rested her elbows on the table. *doughnut: sweetened dough cooked in deep fat, usu. in the shape of a ring or a ball 炸面圈 *bear up: stand up to, support 承受，经受住压力 1.He bore up well against all these misfortunes. 2.Tell her to bear up.
Main Idea

Package plays a great part in product selling nowadays. This article introduces some effective ways to motivate people to buy goods and it also presents many important factors which have a great impact on the effect of packaging.
Para 9
*connote: v. suggest 包含，意味着
*garish: a. unpleasantly bright 过分鲜艳的，眩目的
* evoke: v. call up, bring about 唤 起 ， 引 起 evoke a spirit from the other world *cut-rate: selling or sold at a discount
Words
*connote 暗含不赞成的词语 A term connoting disapproval. *evoke 唤起往日回忆的歌曲 Songs that evoke old memories. *wrap up Be sure to wrap up your son in wool. 一定要给你儿子穿上毛衣。 *rest on 她一只手托着头, 坐在那儿等候。 *bear up The old bridge can hardly bear up its own weight now. 这座旧桥现在几乎撑不起它本身的重量了。
Para 10
*turn things around: to see the relationship between products and packages in a completely different way. What Angeli means is that we do not need to care much about what is inside a package as long as the packaging itself attracts us.