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Junk food is everywhere. We're eating way too much of it. Most of us know what we're doing and yet we do it anyway.
So here's a suggestion offered by two researchers at the Rand Corporation: Why not take a lesson from alcohol control policies and apply them to where food is sold and how it's displayed?
"Many policy measures to control obesity (肥胖症) assume that people consciously and rationally choose what and how much they eat and therefore focus on providing information and more access to healthier foods," note the two researchers.
"In contrast," the researchers continue, "many regulations that don't assume people make rational choices have been successfully applied to control alcohol, a substance--like food--of which immoderate consumption leads to serious health problems. "
The research references studies of people's behavior with food and alcohol and results of alcohol restrictions, and then lists five regulations that the researchers think might be promising if applied to junk foods. Among them:
Density restrictions: licenses to sell alcohol aren't handed out unplanned to all comers but are allotted (分配) based on the number of places in an area that already sell alcohol. These make alcohol less easy to get and reduce the number of psychological cues to drink.
Similarly, the researchers say, being presented with junk food stimulates our desire to eat it. So why not limit the density of food outlets, particularly ones that sell food rich in empty calories? And why not limit sale of food in places that aren't primarily food stores?
Display and sales restrictions: California has a rule prohibiting alcohol displays near the cash registers in gas stations, and in most places you can't buy alcohol at drive-through facilities. At supermarkets, food companies pay to have their wares in places where they're easily seen. One could remove junk food to the back of the store and ban them from the shelves at checkout lines. The other measures include restricting portion sizes, taxing and prohibiting special price deals for junk foods, and placing warning labels on the products.
1
What does the author say about junk food?
A.
People should be educated not to eat too much.
B.
It is widely consumed despite its ill reputation.
C.
Its temptation is too strong for people to resist.
D.
It causes more harm than is generally realized.
本题答案：
A
B
C
D
参考答案：
B
系统解析：
事实细节题，文章第一段提到了对垃圾食品的评价:垃圾食品无处不在。我们吃得实在是太多了。我们中的大多数人都明明知道自己在做什么，但是还依然这么做,由此可知，垃圾食品虽然名声不好,但却被广泛消费。B中的it is widely consumed为该段前两句的同义转述,故答案为B。
2
What do the Rand researchers think of many of the policy measures to control obesity?
A.
They should be implemented effectively.
B.
They provide misleading information.
C.
They are based on wrong assumptions.
D.
They help people make rational choices.
本题答案：
A
B
C
D
参考答案：
C
系统解析：
推理判断题。文章第三段提到，很多控制肥胖症的政策都是假定人们能够有意识并理性地选择吃什么、吃多少;接下来第四段提到，很多没有假定人们会做出理性选择的规章条例已成功地应用于酒精管控。根椐转折词in contrast可以推断，很多控制肥胖症的政策是失败的,原因在于其假定错误，故答案为C。
3
Why do policymakers of alcohol control place density restrictions?
A.
Few people are able to resist alcohol's temptations.
B.
There are already too many stores selling alcohol.
C.
Drinking strong alcohol can cause social problems.
D.
Easy access leads to customers' over-consumption.
本题答案：
A
B
C
D
参考答案：
D
系统解析：
推理判断题。文章第六段指出，售酒许可证是基于某一地区现有售酒场所的数量进行分配的，这使人们不那么容易买到酒，以此减少饮酒的心理暗示。由此得知，限酒条例制定者之所以要实行密度限制，是因为人们能够买到酒的场所越多，饮酒的心理暗示会增加,从而导致人们会喝更多的酒。故答案为D。
4
What is the purpose of California's rule about alcohol display in gas stations?
A.
To effectively limit the density of alcohol outlets.
B.
To help drivers to give up the habit of drinking.
C.
To prevent possible traffic jams in nearby areas.
D.
To get alcohol out of drivers' immediate sight.
本题答案：
A
B
C
D
参考答案：
D
系统解析：
推理判断题，根据最后一段第一句可知，加利福尼亚州规定加油站不得将酒类摆放在收银台附近，是实行酒类摆放与出售限制的例子，根据整篇文章可知,此规定的根本目的是减少人们看见酒类的机会。故答案为D。
5
What is the general guideline the Rand researchers suggest about junk food control?
A.
Guiding people to make rational choices about food.
B.
Enhancing people's awareness of their own health.
C.
Borrowing ideas from alcohol control measures.
D.
Resorting to economic, legal and psychological means.
本题答案：
A
B
C
D
参考答案：
C
系统解析：
推理判断题。题干问的是兰德公司研究人员对于控制垃圾食品的建议的总体方针（general guideline）是什么，文章第一段指出垃圾食品无处不在这一现象,第二段指出兰德公司两名研究人员针对此现象给出的建议：为什么不借鉴控酒政策？后面几段具体论述减少垃圾食品消费的两项措施。由此得知，文章结构为由整体到部分,控制垃圾食品的总体方针出现在文章第二段。C中的borrowing ideas from为原文中take a lesson from的同义转述，故答案为C。
Kodak's decision to file for bankruptcy (破产) protection is a sad, though not unexpected, turning point for a leading American corporation that pioneered consumer photography and dominated the film market for decades, but ultimately failed to adapt to the digital revolution. Although many attribute Kodaly downfall to "complacency (自满)," that explanation doesn't acknowledge the lengths to which the company went to reinvent itself. Decades ago, Kodak anticipated that digital photography would overtake film--and in fact, Kodak invented the first digital camera in 1975--but in a fateful decision, the company chose to shelf its new discovery to focus on its traditional film business. It wasn't that Kodak was blind to the future, said Recap Henderson, a professor at Harvard Business School, but rather that it failed to execute on a strategy to confront it. By the time the company realized its mistake, it was too late. Kodak is an example of a firm that was very much aware that they had to adapt, and spent a lot of money trying to do so, but ultimately failed. Large companies have a difficult time switching to new markets because there is a temptation to put existing assets into the new businesses.
Although Kodak anticipated the inevitable rise of digital photography, its corporate
culture was too rooted in the successes of the past for it to make the clean break necessary to fully embrace the future. They were a company stuck in time. Their history was so important to them. Now their history has become a liability. Kodaly downfall over the last several decades was dramatic. In 1976, the company commanded 90% of the market for photographic film and 85% of the market for cameras. But the 1980s brought new competition from Japanese film company Fuji Photo, which undermined Kodak by offering lower prices for film and photo supplies. Kodaly decision not to pursue the role of official film for the 1984Los Angel Olympics was a major miscalculation. The bid went instead to Fuji, which exploited its sponsorship to win a permanent foothold in the marketplace.
6
What do we learn about Kodak?
A.
It went bankrupt all of a sudden.
B.
It is approaching its downfall.
C.
It initiated the digital revolution in the film industry.
D.
It is playing the dominant role in the film market.
本题答案：
A
B
C
D
参考答案：
B
系统解析：
推理判断题，第一段第一句指出，柯达公司申请破产保护的决定虽然并不出乎意料,但对这个领先的美国公司来说是一个令人伤心的转折点。本段最后一句也提到柯达公司未能适应数字化革命这一发展趋势由此可见，柯达公司正在走向衰落，故答案为B。
7
Why does the author mention Kodaly Invention of the first digital camera?
A.
To show its early attempt to reinvent itself.
B.
To show its effort to overcome complacency.
C.
To show its quick adaptation to the digital revolution.
D.
To show its will to compete with Japan's Fuji Photo.
本题答案：
A
B
C
D
参考答案：
A
系统解析：
推理判断题。文章第二段一开始指出,尽管很多人将柯达的衰落归因于它的“自满”但是这个解释掩盖了柯达公司为了改造自己而做出的长期努力。接下来作者用柯达发明了第一台数码相机来例证柯达在自我改造上的尝试，A“为了表明它早期为了改造所做的努力”符合题意，故为答案。
8
Why do large companies have difficulty switching to new markets?
A.
They find it costly to give up their existing assets.
B.
They tend to be slow in confronting new challenges.
C.
They are unwilling to invest in new technology.
D.
They are deeply stuck in their glorious past.
本题答案：
A
B
C
D
参考答案：
D
系统解析：
推理判断题。文章第四段第二句提到，大公司很难转向新市场,因为把现有的资产投放到新业务上是要经受住一定诱惑的。接接着文章第五段用柯达的事例继续指出，它的企业文化过于沉溺于过去的辉煌，以至于它无法彻底脱离过去，也就无法全力迎接未来,故答案为D。
9
What does the author say Kodaly history has become?
A.
A burden.
B.
A mirror.
C.
A joke.
D.
A challenge.
本题答案：
A
B
C
D
参考答案：
A
系统解析：
事实细节题。文章笫五段指出，柯达公司沉溺于过去辉煌的企业文化，使它无法彻底脱离过去。它的历史对它来说是如此重要，以至现在它的历史已经成为了一种负担。定位句中的liabilily 意为“负担,债务”，与意思相近，故答案为A。
10
What was Kodaly fatal mistake?
A.
Its blind faith in traditional photography.
B.
Its failure to see Fuji Photo's emergence.
C.
Its refusal to sponsor the 1984 Olympics.
D.
Its overconfidence in its corporate culture.
本题答案：
A
B
C
D
参考答案：
C
系统解析：
事实细节题。文章最后一段提到，柯达公司决定不寻求成为1984年洛杉矶奥运会的官方胶片赞助商,这是它的一个重大决策失误，而它的竞争对手富士胶片获得了竞标，并利用这次赞助在市场上赢得了永久的立足点，故答案为C。
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