1번 The dominant idea today is / that, because creativity resides within the individual, / we best expose it / by telling stories of those rare geniuses — the ones / who made the Sistine Chapel, Hamlet or the light bulb. This model basically follows the declaration / made by Thomas Carlyle in the 1840s: “The history of the world is but the biography of great men.” The most common alternative / to the lone-genius model / locates creativity in _______________. See, for example, Herbert Spencer’s retort to Carlyle / that “the genesis of the great man depends” / on a “long series of complex influences.”

1번 “Before he can remake his society,” / Spencer wrote, / “his society must make him.” Rather than focus on the solitary hero / snatching inspiration from the heavens (or the unconscious), / this concept emphasizes the long, meandering course of innovation. Instead of heroic individuals, / it prioritizes heroic cultures — the courts of sixteenth-century Florence, say, or the coffee shops of Enlightenment London.

2번 Green marketing is a phenomenon / that has its origin in the 1980s, / a time when corporate social responsibility reports and the buzzwords sustainable development and green consumerism gained popularity. One of the biggest challenges of green marketing / is the need to address environmental issues / while at the same time _________ . This is one of the challenges / “green” ad campaigns have to face — convincing consumers that environmental products do not perform lower than regular products. Rather, they often — with regard to specific features — perform better.

2번 For example, / energy-saving light bulbs / last(1) longer, / offer(2) better convenience (they do not have to be replaced as often as regular bulbs), / and reduce(3) energy expenses. Convenience and fulfillment of basic human needs / are two of the most significant reasons / why consumers buy green products — not necessarily for environmental reasons / but for better value (safety, money).

4번 In the early 17th century, / when the Netherlands was the world’s leader in commerce, / the middle class were enthusiastic about tulips, / which then led to a bidding war over tulip bulbs. In 1635, / the heyday of the tulip bubble, / someone was willing to pay / up to 12 hectares of land / in the heart of the city / in exchange for a special tulip bulb. Another merchant was willing to pay / 4 heads of cattle, 8 pigs, 2 boxes of wine, 4 boxes of beer and 1,000 pounds of cheese / in exchange for a bulb named “the governor”. People were all dreaming / about becoming millionaires, even billionaires.

4번 Of course, this didn’t last for very long. In 1636, / one Dutchman woke up and refused to buy a tulip at the promised price, / which caused people to doubt. Then ________ . Many people / who had sold everything /they owned / to obtain a couple of tulips / became beggars overnight. Some rich men lost fortunes / that had been accumulated / generation after generation.

Quiz Green marketing is a phenomenon ( ) has its origin in the 1980s, a time ( ) corporate social responsibility reports and the buzzwords sustainable development and green consumerism gained popularity. For example, energy-saving light bulbs ( ) longer, ( ) better convenience (they do not have to be replaced as often as regular bulbs), and ( ) energy expenses. In the early 17th century, when the Netherlands was the world’s leader in commerce, the middle class were enthusiastic about tulips, ( ) then led to a bidding war over tulip bulbs.

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