02
25007-0013
We are able to speak and comprehend language with great skill despite its quasiregularity
— indeed, because of it. Communication requires shared knowledge, and so languages must
be systematic rather than arbitrary. However, the demands of comprehending and producing
language require additional because speakers produce forms that deviate
from standard patterns and listeners must be able to comprehend them. Many shortcuts that
promote fluent speech eventually enter the language, such as “gonna,” “hafta,” and “tryna,”
which partially overlap with the source words. The product of these conflicting pressures is
quasiregularity. These patterns can be mastered with extensive practice, which is easy to
obtain if you’ve grown up speaking a language and become a fluent reader. Mastering stress
patterns is much harder for people learning English as a second language, who often exhibit
“stress deafness.”
quasiregularity: arbitrary: deviate from:
flexibility security integration
authorization documentation
Many shortcuts [that promote fluent speech] eventually enter the language, such as “gonna,” “hafta,” and
“tryna,” [which partially overlap with the source words].
[ ] Many shortcuts [ ] gonna hafta and tryna
1. She stood staring at the accident, unable to c .
2. He studied five foreign languages but is f in only three of them.
3. Football season o the baseball season in September.
18
25007-0014
You know how people always tell you to “think outside the box”? Well, I hate that
expression. I get the broader meaning of the phrase: to look for unexpected solutions that
defy convention. Nothing wrong with that. But to me, advertising is all about thinking
INSIDE the box. And advertising is full of boxes — or limitations, frameworks, and
concrete realities. The budget is a box. The dimensions of the page are a box. The
ingredients in the product are a box. The most important box of all is the strategy. If you
can come up with a great creative idea that fits within the confines of the strategy, then
you’re a genius. Come up with a great idea that’s wildly off the mark and NOT strategic,
then you’re an artist, not an advertiser. This is not to say that you can’t wail against the box.
Or try to change the dimensions of the box. But at its very essence, advertising can only
truly be advertising when it is . The cleverest among us realize
that the greatest fun of advertising is seeing how far we can go with an idea, an execution, a
new media placement and still be in the box.
defy: confines: wail:
breaking new ground
experience of an audience
a clear outgrowth of the box
inspired by other types of boxes
a challenge to existing conventions
The cleverest among us realize [that the greatest fun of advertising is {seeing how far we can go with an
idea, an execution, a new media placement and still be in the box }].
[ ] realize { } seeing
1. “It’s only a suspicion,” the police officer said, “nothing c .”
2. The family struggle to balance their household b .
3. Einstein was a mathematical g .
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02
25007-0015
Life on our planet can be arranged, more or less, into autotrophs and heterotrophs, organisms
that exploit energy from the sun or chemical reactions, and organisms that take energy from
those who’ve already captured it. What is unusual about our species is that we’ve been able
to use more and more energy without having to evolve into a different species. We’ve achieved
this through a combination of social learning, complex culture, and technologies. We don’t
have to speciate to gain the claws of an allosaurus; we can share information to design a
warhead or a power station. In other words, we .
Fire and spears did the trick for hundreds of thousands of years, until we devised the
domestication of our food sources. The next big shift came in the mechanisation of
processes that gave us the Industrial Revolution. This enabled us to draw ancient deposits of
organic energy out of the Earth and burn them.
speciate: allosaurus: warhead:
spoil every frontier we encounter
evolve to deal with long-term threats
are unlikely to use our tools optimally
change our tools rather than our bodies
leave genetic information everywhere we go
Life on our planet can be arranged, more or less, into autotrophs and heterotrophs, [organisms {that exploit
energy from the sun or chemical reactions}, and organisms {that take energy from those who’ve already
captured it }].
[ ] autotrophs and heterotrophs { } organisms
those
1. Many companies are coming to e the natural resources.
2. A new system has been d to control the air pollution in the city.
3. The region has many d of valuable oil.
20
25007-0016
Media institutions across the globe are facing multiple crises: of funding, trust,
representation, accountability and legitimacy. In many of the countries that make up
capitalism’s core, the newspaper and magazine industry is in serious decline as large digital
intermediaries take over the majority of advertising revenue. Much of the debate about the
sustainability of the news industry circulates around debates relating to this ‘broken
business model’. Local news in particular is increasingly under threat. In the UK, the
majority of the population (57.9%) is no longer served by a local daily newspaper. To retain
high levels of profitability, media corporations have closed or merged titles and cut jobs,
often moving journalists long distances away from the communities they serve and no
longer being able to provide content of relevance to them. In short, a profit-driven response
means .
legitimacy: intermediary: revenue:
media become ever more unsustainable
media have plenty of mistakes to point to
strengthening the journalists’ social responsibility
improved sales revenue leads to editorial independence
improving the quality and availability of news and information
In many of the countries [that make up capitalism’s core], the newspaper and magazine industry is in serious
decline [as large digital intermediaries take over the majority of advertising revenue].
[ ] the countries [ ] as
1. She suffered m injuries in the crash.
2. This issue has no r to the current situation.
3. Efficient processes need to be introduced to increase p .
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02
25007-0017
The complexity of human intervention in nature means that the ecosystems have had to
adapt — or in many cases die out. Ancient woodland exists only in small pieces in Britain
now. Many of these remnants are enclosed in nature reserves and national parks. They need
specific protection. New habitats have been created with their own ecosystems. The
urbanization of the landscape and the creation of road and railway corridors have given us
the garden habitats that many species thrive in. Motorway roadsides with higher salt
deposits support salt-loving plants otherwise found along the coast. Roads provide abundant
road-kill for scavengers. These may be poor substitutes for what they replace, but they are
habitats that can add more if properly managed. The natural environment we may seek to
conserve is the natural environment .
remnant: corridor: scavenger:
we have in part created
surviving would be a test
that have not yet been negatively affected
we are destroyed by planting exotic species
that attracts attention without requiring effort
[The urbanization of the landscape] and [the creation of road and railway corridors] have given us the garden
habitats [that many species thrive in].
[ ] and [ ] the garden habitats
1. The rate of u is the challenge facing cities of the future.
2. His yard is e with iron railings.
3. Many countries have to find s s for coal to protect the earth.
22
25007-0018
the code that has been programmed into your mind
For most of us, our minds have been programmed by a combination of factors — our
friends, our parents, the mass media, and advertisers. Some of these agents of programming
truly know you and have your best interests in mind as they reinforce your special strengths
and help you overcome your troublesome weaknesses; they are trying to make you happier
and make your life better. Other agents of programming are trying to use you as a tool to
achieve their goals, which are often very different from your own goals. When this occurs,
the programming makes you less and less happy as they “help” you solve problems you
don’t have and make worse the problems you do have. When you allow others to dominate
the programming of your mind, then when your mind runs on automatic pilot, you end up
behaving in ways that achieve the goals of those programmers rather than behaving in ways
that would make you happier. Therefore, it is important that you periodically examine the
code that has been programmed into your mind.
the prejudices you hold against others
the core means to achieve your objectives
the methods to enhance your brain activity
the qualities that tell true friends from pretenders
the influence others have on your thinking and acting
When this occurs, the programming makes you less and less happy [as they “help” you solve problems {you
don’t have} and make worse the problems {you do have}].
[ ] { } problems the problems
1. Such jokes tend to r harmful stereotypes.
2. She needed surgery to cure a t foot injury.
3. It’s important to know your own strengths and w .
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02
25007-0019
We tend to underestimate the of oral cultures. We’re all familiar with the
children’s game in which a message is whispered from one person to another until it goes
around a room. The message invariably gets distorted — sometimes with hilarious results
— when the original message and the final message are compared. But this is misleading.
When it is important, oral cultures can accurately transmit information across long distances
and through generations. For example, American author Alex Haley was able to discover an
oral record of his ancestors in Africa, and his search is described in the 1976 book, Roots:
The Saga of an American Family. Similarly, the Odyssey and Iliad were originally heroic
oral histories of Greek culture that were only written down many centuries after they were
composed.
hilarious:
creativity subtleness immediacy
complexity effectiveness
[When it is important], oral cultures can accurately transmit information [{across long distances} and
{through generations}].
[ ] [ ] { } and
1. Many generations ago, my a arrived in these lands, leaving behind a legacy of courage
and adventure.
2. The pianist c a famous piece of music that is still celebrated today.
3. The headline was m , giving a false impression of what the article was about.
24
25007-0020
Emotions meet the criteria of being . Take, for example, two
animals squaring off in a fight over food. As they prepare to lock horns, literally or
figuratively, their intense feelings prompt a repertoire of bodily reactions. When an animal’s
back arches and its hair stands on end, it appears larger and stronger. When it bares its teeth,
frowns its brows, makes fierce noises, or displays its horns, it signals to the other animal
that fighting such a strong adversary may not be worth it. These signals — displays of
aggression — directly improve the chances that the other animal will withdraw, thus
preventing violence and avoiding potential injury or death. Sending these signals benefits
the species, as does the ability to interpret these messages. It’s a win-win.
square off: lock horns:
selfish tendencies
injurious responses
aggressive instincts
information sources
advantageous adaptations
These signals — displays of aggression — directly improve the chances [that the other animal will withdraw],
thus [{preventing violence} and {avoiding potential injury or death}].
[ ] the chances [ ] these signals
{ } and
1. The job applicants were evaluated based on strict c .
2. They began to p for the storm by securing their homes.
3. The news about the company p him to return to the office immediately.
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02
25007-0021
With the construction and furnishing of interior space from the fifteenth to the seventeenth
century, Italians created a world in which they could develop a different style of life and in
which a new culture came to be defined. This is why so much was spent on objects, why so
many new kinds of objects came into existence, why the arts flourished now in the domestic
world as they had earlier in the ecclesiastical world. Consumption was a creative force to
construct a cultural identity. In inventing all kinds of new furnishings ranging from pottery
to paintings, in elaborating their forms, in refining their production, and in organizing them
into new spatial arrangements within their homes, Italians discovered new values and
pleasures for themselves, reordered their lives with new standards of comportment,
communicated something about themselves to others — in short, generated culture, and in
the process created identities for themselves. In this cultural development there was a
dynamic for change that resulted from .
ecclesiastical: comportment:
the pursuit of innovation and modernity
the establishment of social classes by wealth
the intentional and systematic education of culture
the interaction between people and physical objects
the increasing recognition of the importance of arts
With the construction and furnishing of interior space from the fifteenth to the seventeenth century, Italians
created a world [in which they could develop a different style of life] and [in which a new culture came to be
defined].
[ ] and a world
1. In the Renaissance era, art f , giving rise to some celebrated masterpieces.
2. Engineers worked tirelessly to c the new bridge.
3. The policies aimed at reducing energy c have led to environmental benefits.
26
25007-0022
The distribution of US farm homesteads granted to pioneer settlers is a classic case of
. Properties were allocated based on surveys with
regular north-south and east-west boundaries, regardless of the lay of the land. This meant
boundaries of homesteads were unrelated to boundaries of watersheds. Some homesteads
were high and dry. Others were lower and wetter, but subject to flooding. Downstream
landowners could not control erosion and runoff from upstream properties. Thus, an uphill
landowner’s effects on the environment could harm another landowner downhill, but the
lower landowner had no options. These nineteenth-century decisions have consequences to
this day. For example, one of the most challenging problems for Austin College’s Sneed
grassland restoration is erosive flash-flood runoff from poorly managed upstream
properties.
homestead: watershed:
runoff:
shifting boundaries depending on the interests of pioneers
land boundaries reflecting the boundaries along the waterways
conflicts between the natives and the pioneers over the boundaries
ineffective setting of boundaries according to natural boundaries
artificial boundaries not matching natural boundaries
This meant [boundaries of homesteads were unrelated to boundaries of watersheds].
[ ] that meant
1. The charity decided to g money for disaster relief efforts.
2. The p faced numerous challenges while settling the new territory.
3. The manager must a tasks efficiently to meet the deadline.
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02
25007-0023
Publication bias means that the size of an effect could be overstated for many behavioral
phenomena reported in the peer-reviewed literature. For example, suppose you read a few
studies showing that a new behavioral therapy for depression significantly reduces
symptoms of depression in patients. If a researcher tests the effectiveness of this same
behavioral therapy and finds no effect, it is likely that no peer-reviewed journal will accept
the manuscript, so you will never find it or read about it. It is therefore possible that the
effectiveness of this therapy is overstated because studies failing to show an effect are not
included in the published peer-reviewed literature. Researchers stated that “scientific
progress is made by trusting the bulk of current knowledge,” and the publication bias
compromises this trust. Keep in mind that while positive results reported in the
peer-reviewed literature can certainly be trusted, also take caution in knowing that
.
publication bias:
the literature can be based just on a single experiment
many negative results may not be included in your search
prejudice can lead to any outcome being interpreted as the opposite
the conditions of the experiment may have been intentionally altered
the next edition of the literature could reveal entirely different results
Publication bias means [that the size of an effect could be overstated for many behavioral phenomena
{reported in the peer-reviewed literature}].
[ ] that means { } many behavioral phenomena
1. After his injury, he attended physical t sessions twice a week.
2. She decided to a the job offer, excited about the new opportunities.
3. The new advertising campaign had an immediate e on sales.
28
25007-0024
employed in a prison industry — consuming the world
Relying on economic growth to overcome economic problems suffers a positive feedback
pitfall. Governments encourage increased economic production as a means of lifting the
poor out of poverty and satisfying the demands of the rich, but the appeal of the resulting
new products creates new wants that get satisfied with new income generated from yet more
production. In other words, people work to earn money to satisfy wants (and of course
needs), but their effort results in production of goods, including new innovations, that, when
marketed, increase others’ desires. Those others then work to satisfy their new wants,
producing yet more goods marketed to others, and so on in a positive feedback that grinds
away at the planet’s stock of resources and generates more waste and new types of wastes
whose consequences we only partially understand. Reflecting on this circumstance, the wise
gorilla Ishmael in Daniel Quinn’s novel of the same name describes modern humans as
prisoners of a mother culture, employed in a prison industry — consuming the world.
pitfall:
stuck in overproduction that exceeds consumer demand
caught in a scenario where the law of the jungle applies
engaged in corporate competition for market dominance
trapped in an endless cycle of consumption and resource exhaustion
oppressed in a government-controlled economy where freedom is deprived
Governments encourage increased economic production as a means of [lifting the poor out of poverty] and
[satisfying the demands of the rich], but the appeal of the resulting new products creates new wants [that get
satisfied with new income generated from yet more production].
[ ] and of [ ] new wants
1. By delivering high-quality work, he managed to e a promotion.
2. To s the safety regulations, the manufacturer upgraded their equipment.
3. I drives industries to evolve and adapt to new challenges.
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