1 . Against all our wishes, advertising works, which is why, even in hard economic times, Madison Avenue is a $34-billion-a-year business. And if Martin Lindstrom, a marketing consultant is correct, trying to _______ the advertisement is about to get especially hard.

83% of all forms of advertising principally _______ only one of our senses: sight. Hearing, however, can be just as powerful, though advertisers have taken only limited advantage of it. Historically, ads have relied on slogans (广告语) to catch our ear, _______ everyday sounds — a steak sizzling (发嘶嘶声), a baby laughing and other sounds we can't help paying attention to. Weave these everyday sounds into an ad campaign and we customers may be _______ to resist them.

According to Lindstrom, the everyday sound that is most impressive, both in terms of interest and _______ feelings, is a baby laughing. The other high-ranking sounds are also powerful — the sound of a car engine or a soda being poured.

In all of these cases, it doesn’t need an experienced advertisement designer to invent the sounds, associate them with meanings and then play them over and over until the subjects _______ them. Rather, the everyday sounds already have meanings and thus can cause a kind of _______: hunger, thirst or happy expectation.

Some TV ads have already given viewers close-up shots of meat with sizzling sounds. And retailers are _______. Lindstrom is now consulting with clients, intending to pipe the sound of filtering coffee or fizzing soda into the drink department or that of a baby laughing sound into the baby-food section.

Of course, this doesn’t mean that advertisers can just press the audio button _______ and consumers will come eagerly. Indeed, sometimes customers flee. In the early years of cell-phone use, the ringtone (铃音) of a famous cell phone brand was recognized by many people in the U.K., but soon it became widely ________. That, Lindstrom says, was partly because so few users observed cell-phone manners and ________ accidents kept happening in places like movie theaters. The computer start-up sound has taken on the similarly negative ________, because people so often hear it when they’re restarting the computer after it ________. In these cases, manufacturers themselves may as well revise the bothersome sound or ________ it entirely.

Lindstrom’s experiment also shows that people respond to a sound better when it’s ________. If nothing else, smart marketers may at least keep the volume low.

2 . Looking on the Bright Side with Moon Worship

According to Cheshire psychic Claire Stone, a growing number of women are looking to the moon to increase their health, power and wealth. Daily Mail reporter Samantha Brick recently ______ a full moon ceremony hosted by Ms. Stone in a field near Hale. She joined a group of females dressed in white as they stood in a circle holding hands.

“There is drumming and chanting,” wrote Ms. Brick, “then ______ as each woman engraves her hopes and ambitions for the coming month on a white or silver candle.” They were told to ______ what they wanted to attract into their lives. “We ‘see’ it coming true in our minds,” said Ms. Stone. “The ______ is amplified by the energy of the moon and those in the circle.”

Ms. Stone said that wishing on the moon helped her move into her ______ home, a £l.4 million farmhouse, which she shares with her husband and two daughters.

Ms. Stone was initially attracted to complementary sources of ______ as a teenager suffering from anxiety. “I started looking for something to help make me happier,” she said. “I first joined a couple of local groups where women would ______ once a month on the full moon when I was in my 20s. It seemed like a natural and ______ thing to do.” The paper commented: “Claire, who drives a black Mercedes GLE coupe, was so ______ by her early experiences of moon circles that she decided to hold her own monthly ceremonies outside her home.

They have been a(n) ______ success: at various times more than 3,000 women have come along. Her circles —priced at £22.00 for a two-hour session—______ for up to 100 women at a time online, and 50 at a time in person. Several famous and powerful women have announced their interest in moon worship. Friends actor Jennifer Aniston is said to ______ moon circles where women sit and share their experiences and dreams. Lady Carole Bamford, described in the press as a “billionaire eco entrepreneur” explains on her website. “Our bodies are made up of 70 per cent water, so it’s no wonder that the moon, which controls the ______, has the power to affect us all in different ways as well.”

The report ended with veterinary nurse Victoria Twist, who ______ the moon for her return to full health after spinal surgery. Ms. Twist is also convinced that ______ attending moon circles, she was also able to manifest her dream home.

3 . The term “midlife crisis” was first coined in the 1960s, when remaining a traditional adult lost its attraction for some, and the temptation to join in with the experimentations of the youth of the time became too strong to ________. It was thought to occur mostly with men between the ages of 40 and 60, and there have always seemed to be some people who follow its ________ pattern, apparently unable to see that they have become a figure of fun.

According to recent studies, however, things have changed, and the midlife crisis itself has undergone a major ________ over the years. For a start, a desperate attempt to hang on to a more ________ appearance clearly passes the equal-opportunities test these days, with so many women going under the cosmetic surgeon’s knife that the men’s preference for a little hair dye seems tame ________. And it all begins even younger. One of the reasons for a major identity crisis appears to have been the ________ of long-held career goals, leading to an empty sense of “ ...so what now”? With younger people achieving senior management positions much ________ (the average age of CEOs has fallen from 59 to 48 in the last generation), these career plateaus (停滞期) can come much earlier in life. Even for those who aren’t as ________, severe work pressure often leads to a need to re-evaluate career options in one’s 30s, bringing on a crossroads moment well before the big four-oh is reached. This ________ women too these days, and whether career-oriented or not, another factor for mothers is the confusing ________ that hits them when the children have left home.

Many of the people who responded to surveys on the topic ________ the term “midlife crisis” itself, however, and the way it is used. The majority of respondents thought it was an insulting stereotype, and men said that while they are ________ for “letting themselves go” as they get older, any attempt to take care of their appearance after the age of 40 was often met with ridicule and the accusation of a midlife crisis.

Perhaps we need to remember that we get the word “crisis” from the Greek krisis, meaning “turning point”. It’s not difficult to see, as the psychologist Carl Jung explained in some detail, that while our personalities may alter somewhat throughout life, there should come a time when the ego identity we’ve grown up with undergoes a big change ________ the second half of life. And it’s not as if exploring new activities and deciding to get in better ________ is something to be criticized. As a spokesman for Jeep, one of the companies who carried out one of the surveys, said, “The traditional image of a midlife crisis is dead and ________. Nowadays it’s more about living for the moment and making the most of things and leading an active and healthy lifestyle.”

4 . Cheating in sport is as old as sport itself. The athletes of ancient Greece used potions to strengthen themselves before a contest, and their modern counterparts have everything from anabolic steroids (类固醇) to growth hormones with which to_________their bodies. These days, however, such stimulants are_________, and those athletes must therefore face the challenges of anti-doping (反兴奋剂) agencies.

The agencies have had remarkable success. Testing for anabolic steroids was introduced in the 1970s, and the incidence of cheating seems to have_________dramatically as a result. The tests, however, are not entirely_________. And a study just published in the Journal of Clinical Endocrinology & Metabolism by Jenny Jakobsson Schulze and her colleagues at the Karolinska Institute in Sweden suggests that an individual’s genetic make-up could_________the tests in two different ways. One genotype, may allow athletes who use anabolic steroids to escape detection altogether. Another may actually be convicting (给……定罪) the innocent.

The test employed for testosterone (睾酮素) abuse usually relies on measuring the_________of two chemicals found in the urine (尿液): TG. and EG.. Any ratio above four of the former to the latter is considered_________and leads to more tests. However, the production of TG is controlled by a gene called UGT2B17. This gene comes in two varieties, one of which has a part missing and therefore does not work properly. A person may thus have none, one or two working copies of UGT2B17, since he inherits one copy from each parent. Dr. Schulze_________that different numbers of working copies would produce different test results. She therefore gave healthy male volunteers whose genes had been examined a single 360mg shot of testosterone — the standard dose for legal medical use — and checked their urine to see whether the shot could be_________.

The result was remarkable. Nearly half of the men who carried no functional copies of UGT2B17 would have gone undetected in the standard doping test.____________, 14% of those with two functional copies of the gene were over the detection threshold (门槛) before they had even received an injection. The researchers estimate this would give a ____________rate of 9% in a random population of young men.

Dr. Schulze also says there is substantial____________variation in UGT2B17 genotypes. Two-thirds of Asians have no functional copies of the gene which means they have a naturally____________ratio of TG to EG, compared with under a tenth of Caucasians (白种人) — something the anti-doping bodies may wish to take into account.

In the meantime, Dr. Schulz’s study does seem to offer innocents a way of____________themselves. Athletes who will travel to Paris for the Olympic games may be wise to travel armed not only with courage and the “spirit of Olympianism”, but also with a copy of their____________, just in case.

6 . My past students are starting to organize a scientific conference for my 60th birthday to be held about a year from now. Their gesture reminded me of Rabbi Hanina’s words: “I have learned much from my teachers, more from my colleagues and the most from my students.”

We all started as students. Just as kids bump into things as they’re learning to _________ the world, many of us have scars from early encounters with our mentors._________ arise when those mentors attempt to establish their authority by trying to make us respect traditional thinking. Memories of these events should encourage us to do better as we_________ roles and mentor others later in life.

For example, the first advice I received from my postdoctoral mentor was to develop specialized skills and focus them on a _________ field, where I would establish myself as the world expert._________ , I decided not to follow this advice as soon as I recognized by drilling down narrowly, one often fails to make further progress. In these situations, the potential for a _________improves with a broader and more flexible perspective, which enables “out of the box” opportunities for drilling deeper around it.

Keeping this in mind, I encourage my students to think broadly and _________ about the most exciting problems in astronomy, such as: “What happened before the big bang?”; “What will happen in our distant cosmic future?”; “What is the nature of dark matter?”; or “When did life start in the universe?”

It is customary to consider a student’s raw potential as a stand-alone commodity whose value can be_________ through examinations. But my experience taught me that young scientists do not blossom into exceptional researchers _________ they are supported by encouraging words and inspiration; these ingredients are as __________ as nutrition and water are for seeds of flowers.__________ the initial belief in the potential of a student to become a successful scientist, this outcome may not come true.

As chair of the Harvard astronomy department for almost a decade, I witnessed many examples of students who were initially very slow to make progress but blossomed academically as soon as they selected a different advisor and a new topic for their Ph. D. A good mentor__________ the strengths of the mentee. As a result, a successful mentoring experience often reflects a good __________ between a fledgling(新手的) scientist and an advisor. They should both be congratulated for their shared academic DNA.

On the one hand, mentors get a kick from Oscar Wilde’s insight: “Imitation is the sincerest form of flattery...” But on the other hand, they should allow students to break free from the __________ path with creativity. The rule of thumb is to give young scholars just enough space to explore freely and learn from their __________ without damaging the direction of their future careers. The learning curves could be steep; some of my 50 students over the past few decades started slow but eventually rose to the greatest heights. Patience is key.

7 . University students have wasted nearly £1bn on empty rooms in flat shares and halls of residence that they have been unable to use because of coronavirus restrictions this _______year, according to a new estimate.

The average student has so far paid £1, 621 in rent for empty rooms for which they have not received a _______, according to an annual survey of 1, 300 university students by money advice website Save the Student.

Two in five (43%) respondents said they had spent under three months on campus, while nearly half (46%) would have made _______decisions about where to live had they understood the likely impact of the pandemic on their education. One in three plan to ask their landlords for a break clause next year to give them more _______.

Hillary Gyebi-Ababio, the National Union of Students’ vice-president for higher education, said: “Students have been consistently _______during this pandemic. We are seen as cash cows, with many _______paying extortionate rents for properties they either cannot use or cannot afford.”

Students’ anger with high rents, which Save the Student estimates take up three-quarters of their maintenance loans at an average of £146 per week, _______on UK campuses this term as students launched the largest rent strike in 40 years.

There has been a patchy response from universities, private halls of residence and landlords, with some _______discounts while others have offered full rebates. The survey suggests a third of students have been offered a discount, which averages at £75, though this has been _______to just 6% of students in private rentals. Half of those surveyed were unhappy with their accommodation provider’s response.

On 14 February, 92 students at the School of Oriental and African Studies became the first to ________the outstanding 50% instalment of their tuition fee payments in protest at their university’s coronavirus response. They were ________by 1, 000 students-a fifth of the student body-who signed a petition asking for fee reductions.

The government has so far responded to students’ financial concerns with £70m in additional hardship funding, a figure that falls short of more ________packages in Scotland, Wales and Northern Ireland.

Most students have been asked to remain at the address where they spent Christmas-in many cases their family homes-during lockdown. Plans for their ________are expected to be announced next week, ________university leaders are preparing for the possibility that many students will not be allowed on campus until 17 May, shortly before the end of the teaching year. St Andrews University and the London School of Economics have already told students that most will study online for the ________of the year.

8 . Jeff Benzos recently spoke of spending a billion dollars a year on space. “The only way that I can see to deploy this much financial resource is by converting my Amazon winnings into _________ travel.” he explained during an Axel Springer awards ceremony in Berlin in April.

_________ was swift, with some suggesting that this “financial resource” might be better deployed to the thousands of Amazon employees who _________ food stamps to make ends meet. The _________ was clear: Bezos was a rich guy who lacked empathy for ordinary people.

In fact, gaffes(失言)such as Bezos’s come amid plenty of research that suggests the rich really do have less _________ than others.

A study at the University of California published in 2017 found that _________ individuals tended to experience more “self-oriented” positive emotions _________ those in lower lases tended to experience these feelings in a more “other - oriented” way.

In a similar vein, psychologists at Arizona University in 2015 found that, while the rich rated themselves as more empathetic, MRI scans taken while looking at pictures of suffering told a different story. The authors wrote: “People who are higher in social - economic status (SES) have _________ neural responses to others’ pain”. _________ those lower in SES “appear to be more attuned to others”.

Perhaps the most famous recent series of studies was done by a pair of Berkeley psychologists in 2012. One of these showed that drivers of luxury vehicles were more likely to __________ other motorists and less likely to let other drivers through. The two psychologists also discovered the rich were more likely to cheat, lie, steal and support immoral behavior at work.

So what gives? Is it impossible to be rich and __________? Clearly not. Bill Gates and Warren Buffett are just two of the latest in a long line of the super - rich stretching back to the Roman senator Herodes Atticus who have given __________ away. In fairness to Bezos, he does believe that space exploration is vital to the future of humanity, so he may have some generalized feeling for our __________.

But even in the world of the rich, multi - billionaires are __________. So what about more “everyday” rich people, like the much maligned 1 percent?

If you belong to this group, money does allow you to isolate yourself from other (usually __________ ) groups in society. When you don’t meet people, it is easier to make sweeping generalizations such as “the poor are all lazy”

10 . Crowdfunding (众筹) campaigns to help people with cancer pay for ineffective alternative treatments are becoming more common. They often come with six-figure targets to meet the cost of debatable therapies. ________, headlines are almost guaranteed.

The BMJ (British Medical Journal) reports ________ over this, based on information I gathered working for the charity Good Thinking. By sorting fundraising sites like JustGiving and GoFundMe, I identified appeals from people in the UK who sought money for unproven or disproven treatments, finding 400 in the past three years. Those have raised £7 million, the money destined for ________clinics.

Although the treatments, such as extreme diets, aren’t backed by scientific evidence, people who are desperate and vulnerable are often ________by remarkable testimonials(证明书) provided by the clinics themselves. However, for those who see such stories in the media, and who care about following good scientific evidence, the natural reaction is to try to ________people from possible physical, emotional and financial harm.

________ these appeals isn’t easy. People with cancer often view these therapies as ________, and their supporters don’t want to consider that their efforts to help may cause harm.

However, journalists must review the role they play in promoting the ________. Their influence is powerful. As I sorted through appeals and the heartbreaking stories of desperately ill people, I was ________ by just how many cited success stories they had read in newspapers as their reason for trusting questionable treatments.

Most concerning of all were the frequent cases where someone had died—sometimes just months after eye-catching ________of their treatment. While the uplifting story of a community helping fund someone’s “cure” is attractive, the subsequent reality when that hope proves fruitless seems far less ________.

This leaves the public with a ________ view of the effectiveness of such treatments, and serves as an advertising tool for clinics which, under UK law, wouldn’t be able to directly promote their therapies.

If journalists wish to avoid promoting ineffective treatments, they would do well to view such stories not just as human-interest ones, but as ________ and health stories. This means ________the evidence behind treatments, seeking expert opinion on their efficacy, and choosing not to run stories that fail such a careful examination.

I’m certain no journalist would want their work to be used as a recruitment tool for therapists whose treatments offer nothing but heartbreak and false hope, yet until reports of miraculous cancer cures in questionable clinics are approached with an appropriate level of skepticism(怀疑), I fear such places will continue to ________.