The iPhone, the iPad: each of Apple's products sounds cool and has become a fad(一时的风尚). Apple has cleverly taken advantage of the power of the letter “i” --and many other brands are following suit. The BBC's iPlayer--which allows Web users to watch TV programs on the Internet--used the title in 2008. A lovely bear--popular in the US and UK--that plays music and video is called “iTeddy”. A slimmed-down version(简装本) of London's Independent newspaper was started last week under the name “i”.

    In general, single-letter prefixes(前缀) have been popular since the 1990s, when terms such as e-mail and e-commerce(电子商务) first came into use.

    Most “I” products are targeted at(针对) young people and considering the major readers of Independent's “I”, it's no surprise that they've selected this fashionable name.

    But it's hard to see what's so special about the letter “i”. Why not use “a”, “b”, or “c” instead? According to Tony Thorne, head of the Language Center at King's College, London, “i” works because its meaning has become ambiguous. When Apple uses “i”, no one knows whether it means Internet, information, individual or interactive, Thorne told BBC Magazines. “Even when Apple created the iPod, it seems it didn't have one clear definition(定义),” he says.

    “However, thanks to Apple, the term is now connected with portability (轻便).” adds Thorne.

    Clearly the letter “i” also agrees with the idea that the Western World is centered on the individual. Each person believes they have their own needs, and we love personalized products for this reason.

    Along with “Google” and “blog”, readers of BBC Magazines voted “I” as one of the top 20 words that have come to define the last decade(十年).

    But as history shows, people grow tired of fads. From the 1900s to 1990s, products with “2000” in their names became fashionable as the year was connected with all things advanced and modern. However, as we entered the new century, the fashion disappeared.

    Dogs are wonderful companions all their own, but they can also help change your life so that you're more accepting of new friendships. A new study studied how dogs' brains responded to the human voice and found that “the human brain responds to dog emotions the same way it responds to human emotions” and that the dog's brain does the same.

    Dogs are pack animals, so in terms of pet ownership, your dog will prefer to stay with you rather than somewhere alone. Think about how this concept applies to friendship. People today are getting more and more used to spending time on social networking, email, and text. While all methods of communication are good, there is nothing like seeing your friends and hearing their voice. With good friends, sometimes a look explains everything, and you can only get this when you're together hanging out in person.

    Let's face it, dogs never hide their feeling. They let you know what they enjoy doing most, whether it is chasing a ball, going for a walk, or getting a treat. For people, it's harder to be open with your emotions. But in order to truly find a friend, you'll need to let go of your fears and put trust into your friends. The reality is that you'll never make everyone you meet happy one-hundred percent of the time, so if your friends and family think you're great, put aside the need to be liked by everyone.

    Dogs wait for you to come home and are so happy to see you again that they practically do a happy dance when you walk through the door. Friends, on the other hand, are sometimes so busy that even hearing from a friend becomes an unwelcome interruption. Rather than avoid calls or emails, make a point to talk to friends on a regular basis.

    Some people will do just about anything to save money. And I am one of them. Take my family's last vacation. It was my six-year-old son's winter break form school, and we were heading home from Fort Lauderdale after a week-long trip. The flight was overbooked, and Delta, the airline, offered us $400 per person in credits to give up our seats and leave the next day. I had meetings in New York, so I had to get back. But that didn't mean my husband and my son couldn't stay. I took my nine-month-old and took off for home.

    The next day, my husband and son were offered more credits to take an even later flight. Yes, I encouraged—okay, ordered—them to wait it out at the airport, to "earn" more Delta Dollars. Our total take: $1,600. Not bad, huh?

    Now some people may think I'm a bad mother and not such a great wife either. But as a big-time bargain hunter, I know the value of a dollar. And these days, a good deal is something few of us can afford to pass up.

    I've made a living looking for the best deals and exposing （揭露） the worst tricks. I have been the consumer reporter of NBC's Today show for over a decade. I have written a couple of books including one titled Tricks of the Trade: A Consumer Survival Guide. And I really do what I believe in.

    I tell you this because there is no shame in getting your money's worth. I'm also tightfisted when it comes to shoes, clothes for my children, and expensive restaurants. But I wouldn't hesitate to spend on a good haircut. It keeps its shape longer, and it's the first thing people notice. And I will also spend on a classic piece of furniture. Quality lasts.

    A business executive（主管）was deep in debt and could see no way out. He sat on the park bench, head in hands, wondering if anything could save his company.

    Suddenly an old man appeared. “I can see that something is troubling you,” he said. After listening to the executive's words, the old man said, “I believe I can help you.” He asked the man his name, wrote out a check, and pushed it into his hand saying, “Take this money. Meet me here exactly one year from today, and you can pay me back at that time.” Then he turned and disappeared as quickly as he had come.

    The executive saw a check for $ 500,000, signed by John D. Rockefeller, then one of the richest men in the world! “I can settle all my debts immediately!” he realized. But instead, the executive decided to put the uncashed check in his safe. Just knowing it was there would give him the strength to work out a way to save his business, he thought.

    With renewed optimism, he made better deals and extended terms of payment. Within a few months, he was out of debt and making money once again. Exactly one year later, he returned to the park with the uncashed check. At the agreed-upon time, the old man appeared. But just as he was about to hand back the check and share his success story, a nurse came running up and grabbed the old man.

    “I'm so glad I caught him!” she cried.” hope he hasn't been bothering you. He's always escaping from the rest home and telling people he's John D. Rockefeller.” And she led the old man away. The astonished executive just stood there.

    Suddenly, he realized that it wasn't the money, real or imagined, that had turned him around. It was his newly found self-confidence that gave him the power to achieve anything he went after.

    Started in 1636, Harvard University is the oldest of all the many colleges and universities in the United States. Yale, Princeton, Columbia and Dartmouth were opened soon after Harvard.

    In the early years, these schools were much alike. Only young men went to colleges. All the students studied the same subjects, and everyone learned Latin, Greek and Hebrew. Little was known about science then, and one kind of school could teach everything that was known about the world. When the students graduated, most of them become ministers or teachers.

    In 1782, Harvard started a medical school for young men who wanted to become doctors. Later, lawyers could receive their training in Harvard's law school. In 1825, besides Latin and Greek, Harvard began teaching modern languages, such as French and German. Soon it began teaching American history.

    As knowledge increased, Harvard and other colleges began to teach many new subjects. Students were allowed to choose the subjects that interested them.

    Today there are many different kinds of colleges and universities. Most of them are made up of smaller schools that deal with special fields of learning. There's so much to learn that one kind of school can' offer it all.

    Corporate culture is the values and beliefs a company develops over time. The role of corporate culture is to improve a company's mission and strategies, with long-term hopes of improvements in a company's profit. Mostly corporate culture comes from a company's top management.

    One role of corporate culture is to influence employee behavior, honesty, and compliance（服从）. A company does not have to necessarily create a direct influence for these actions. A direct influence may be a set of written regulations or other policies, and while these may be in place, the corporate culture is usually more of an indirect influence.

    While many companies try to create corporate culture through the use of written policies, its role is harder to define. The human factor has an influence on how corporate culture is expressed. The way uppermanagement acts and reacts to various situations defines how lower-level employees will act, and this aspect may be more important than any written policy.

    A company's corporate culture can also extend beyond the walls of the business. Consumers who believe a company to be honest and forthright（直率）may be more loyal in their buying behavior. Employees in a company's customer service department can also exhibit positive corporate culture to outside individuals. In this case, the culture creates a link between the company's employees and its customers. How customers react may be a direct result from the company's corporate culture.

    Product quality can also be influenced by a company's corporate culture. Companies that focus only on profits may decide to avoid high-quality materials in products, but try to suggest that the products are of higher quality than they really are. This negative culture can then result in lower brand loyalty with consumers.