1. 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.”

3. 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.

6. 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.

7. 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).

9. 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.

10. 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.

11. 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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